Watson's business strategy

In 2005, it spent nearly HK$ 5.5 billion to acquire the controlling stake of Marionnaud, the largest perfume retailer in France. This is the first large-scale expansion of Watsons in Europe, which enables Watsons to effectively implement its key development strategy in Europe. Due to the developed European economy and the gathering of the middle class, the scale of such consumers coincides with Watson's consumption target positioning. Such a large-scale M&A not only increased the number of Watsons' business outlets by 65,438+0,300, but also exceeded the business scale of/kloc-0,000,000,000,000 Hong Kong dollars.

In the same year, Watsons acquired SpektrGroup, a chain of health care and beauty products headquartered in St. Petersburg. The acquisition expanded Watson Group's global business to Russia, further consolidating its position as the world's largest retailer of personal care products, beauty and skin care. Watsons launched several mergers and acquisitions around the world, and in 2000, it acquired the British saver chain store, extending its business reach to Europe. In 2002, it acquired Kruidvat Group of the Netherlands, which greatly expanded its business scope and field in Europe. In 2003, it acquired a well-known pharmaceutical retail enterprise in the Philippines to expand its business in Southeast Asia. In 2004, it successfully acquired DROGAS, a large retail chain owned by the famous Latvian Rota company. Drogas is a leading zero chain enterprise of personal care products, beauty and skin care products in Latvia and Lithuania. Watson's successful acquisition of Drogas marks Watson's first battle in the Baltic market, which will further strengthen its business expansion and competitiveness in the European market and enhance its international strength. In 2005, it also acquired the British MerchantRetail perfume chain ApexPharmacySdnBhd in Malaysia. The above acquisition is only part of Watson's global acquisition. Lee's team has rapidly expanded the scale of enterprises in key development areas in Asia and Europe through capital acquisition, and the wand of capital is an important password for Watson's success. Watsons owns more than 65,438+0,200 items of its own brand, including shower gel and shampoo, accounting for 65,438+05% of its sales. When the sales volume and types of controllable product system in retail stores reach a certain proportion, the voice of merchants in the channel will be enhanced.

So, how did Watsons develop its own brand steadily? It turned out that when developing its own products, it conducted in-depth market research to ensure the production of marketable products. In addition, a "simulation store" has been specially established to understand the sales trends and customer needs of each branch and determine the types of products to be developed. This includes counting the best-selling agent brand goods in the store every month, and then copying the own goods similar to the best-selling agent goods. It also includes meeting the specific needs of consumers and launching distinctive exclusive products.

For example, Watsons has developed sole stickers and heel stickers for many female consumers who are troubled by the problem of grinding their feet in high heels. Although these small objects are insignificant in the eyes of many people, they have made a name for themselves in the industry.

Watson's own products are not only well positioned, but also well promoted and at preferential prices. Compared with other brands in the market, Watson's own products attract customers with less than 20% to 40% price and fashionable packaging. Before putting them on the market, employees must try them out, so that employees can become the best spokespersons and carry out effective marketing and word-of-mouth communication. The domestic retail industry can be described as a raging fire, competing with each other, and local brands should develop, and foreign brands should also come in to share a piece of the action. Effective procurement, low-cost logistics and powerful terminals are the three magic weapons for retail industry to win. In the face of fierce competition, Watsons bypassed the trap of price war. According to the observation and analysis of Asian market for many years, and with the help of a hundred years of marketing experience, it is found that the Asian economy has grown rapidly recently, and people's requirements for quality of life are getting higher and higher. Traditional sales only stay at the stage of letting consumers buy, and only pay attention to goods. In the increasingly mature commodity economy, consumers not only buy goods, but also enjoy shopping, pursue intangible values of goods, such as brands and services, and finally reach the highest level of consumption, that is, generate brand loyalty through the recognition of corporate culture.

Undoubtedly, Watson pursues the latter. Its personal care shop takes "exploration" as the theme and puts forward three concepts of "health, beauty and fun" to help people who love life and pay attention to quality shape the unity of inner beauty and outer beauty. In China, Watsons is the first store with "personal care" as its business philosophy, and its unique and accurate market positioning is refreshing. The target customers of the store are women aged 18-35. They pay attention to individuality and have strong spending power, but because of time constraints, they don't like to go shopping in big supermarkets and pursue a comfortable shopping environment. "This is very in line with our positioning." Tan Lixian, director of Watsons Group and general manager of China, said. Watsons distilled water 1903 started the distilled water business. So far, it has 100 years of experience in manufacturing high-quality distilled water, and it is a leader in the industry. Watsons distilled water is highly regarded for its quality. Watsons distilled water was invested and built by Watsons Industrial Company of Hong Kong in June 1993, and engaged in the production, sales and agency of international brand packaged drinks. Hutchison Whampoa Group is a member company of Li Ka-shing Group.

Advanced production technology and systematic management ensure that product quality and service meet the standards of Watsons brand, and provide consumers with perfect quality products and professional services. Watsons distilled water has developed into a young, enterprising and professional team composed of more than 300 employees since its establishment. As a market leader, the company attaches great importance to research and product development, technical improvement and personnel training to continuously improve its business. Shenzhen Watsons Distilled Water Co., Ltd. inherits the century-old fine tradition of Watsons Industrial Company, and will make unremitting efforts to make it continue to develop in the new century and make contributions to improving people's quality of life.

Watsons distilled water 1900 began to produce soda. Watsons distilled water is the first company/factory in China to produce soda water.