Follow the millet, where the guests can perform the return of the king?

August 28, where the guests in 798 opened a new product launch, released their products: 80 shirts. Although the East building did not visit the scene, but it was heard that the press conference a little copy of the meaning of millet, aging that day is almost incarnation rebels, a person finished the whole show.

Prior to this, every guest has rarely appeared in the media reports, this on the one hand and the results of the deliberately low-key, on the other hand, is a true portrayal of the customer's halo. And this time, where guests can rely on this one is called "80" shirt, according to learn to copy the millet mode, dozen a turnaround?

1, Product focus: To create a poor alienation

There is no doubt that every guest this year to face the changes are not small. According to the old narrative at the press conference: "Where the adjustment is with Lei after a wine bureau began, and then in Lei as the representative of the Board of directors under the impetus, where the customer began a drastic reform, the company scale has been from the original 13000 people have become only more than 300 people" small "companies, advertising significantly reduced, Product SKU also reduced from 190,000 to 300. ”

This time the change, the equivalent of every customer from a wide range of products and staff bloated large companies, once again transformed into a boutique-only lightweight start-up companies. This change is entirely a copy of the millet pattern. All these years, we have been discussing the secret of Millet's success. In the East building, the success of Millet on the one hand because of standing in the Tuyere, on the other hand, Millet is the success of a single product. Millet is from the millet generation began gradually iterative upgrade, take a single product breakthrough, in a specific user groups to establish a strong brand value, and then the homeopathic launch of a variety of mobile phone peripheral derivative products.

In fact, every guest these years is missing is a representative of the products, where the customer as an independent garment electric dealer, before people have been a unified understanding of every customer. For example, in the public consciousness, clothing special selling is the only product will be, cosmetics special sell is poly-Mei excellent products, buy books fooled when, buy 3C digital products to Beijing east. And every customer is precisely the lack of such a representative of a single product or category. This could also be the main reason for the 80-iron-free shirts that salute the Brooks Brothers, the master of the shirt design of Japan. Every customer needs to have a bomb, or a landmark category, to declare their return, or to represent their own advantages. From another level, this is also the embodiment of product differentiation strategy.

2, Brand Remodeling: Restore trust and regain trust

On the other hand, every customer not only needs 80 shirts This also a single product to declare their return, but also need to reshape their own brand, the past few years lost some things to find back.

So we see that in the brand remodeling, where the customer has two initiatives, one is the replacement of the domain name, from the original difficult to remember the vancl.com, changed to all the total spelling fanke.com; another move is to remove the original brand name in the "sincere product" two words, directly called the guests. From the surface this is only two small initiatives, but the meaning of every guest is unusual, change to better remember the domain name, so that users visit the site of the cost of reducing, and remove prudential products make the brand name more concise, but also more in line with the domestic brand naming rules.

The above two measures can only be people in the brand building on the lessons, but the real important is how to reshape the brand to return to those old customers trust, and how to create a new generation of young consumer groups to represent a cost-effective fashion clothing brand.

It can be said that every guest's brand in many of the eyes still loud, but in van in the past high-speed development, failed to retain the core users, so that the most loyal users have slowly lost. Therefore, if the guest is reborn, on the one hand need to call the faithful users back. On the other hand, all customers need to catch is growing up the main consumer groups. Every guest must return to zero, forget once glorious and all object, again close to the current user. As for the current shirts, the user community may not be the most glorious period of that batch of old users, but should be another batch of new users, these people may be real estate brokers, insurance salesman, office white-collar and so on.

On the brand side, where the customer is now in the environment, far more than the environment of millet start-up, Millet is the equivalent of a brand from zero, so that high-rise flat pull up, and every customer's brand has a certain accumulation, is equivalent to repair "broken high-rise".

3, learning millet socialization marketing strategy

As far as the East building seems, all customers if the overall replication of millet mode, is obviously not feasible, after all, the product gap between the two is too big. From the product point of view, there is not much in common between the two. However, for millet in the social media marketing ability, every customer should be good to learn.

No doubt, millet brand growth of this three or four years, the use of social media millet is extremely successful, even can be said to be all-pervasive, Millet will not only micro-bo, micro-letter, QQ space and other mainstream social media as a marketing position, even in Baidu Bar, micro-vision, such as the emerging social media on some work. This makes millet in the shortest possible time, the new millet, concept, etc. to the bottom of the user.

In fact, every guest in the past few years once also played on the microblog, and these years with the company's huge changes in social media marketing also a bit stagnant. And every guest this release of 80 shirts is definitely a cost-effective shirt, but how can this shirt details, ideas and all kinds of advantages, accurate transmission to the target audience, and make the user of the shirt has a strong impression, These are the things that need to be done in a media strategy, especially in social media. Every guest is very much in need of this shirt and brand details, to convey to the bottom of the user, and their communication is not limited to the press conference and portal media coverage, more should be based on such as micro-bo, micro-letter, QQ space and so on social media to the users of the quiet education and informed.

In short, every guest released a sincerity full of shirts, took the first step of learning to the millet model, follow-up want such as Millet generally successful, not only in the product model of learning, but also in the brand building and social media marketing to find the feeling, and to ingenious, to prevent the obsession.