Millet Marketing-maybe every guest was wrong in the first.

Wen/Yang Junjun &http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; This article first Baidu Hundred

Recently, there is news that after the shirt, where guests will be listed on August 8 canvas shoes, and in marketing will continue before the strategy of the shirt-"blow money", "Hunger Marketing", "fan economy." To this end, every guest boss aged in micro-Bo essay for the campaign ... At this point, once as a fashion representative of the brand's customers have been in the millet-style marketing thinking more and more away.

About where customers take the route of millet, the industry is circulating a story: Because many years good friends of the relationship, Lei decided to help an old, to the aged 100 million of dollars of investment to help them out of trouble. In addition, Lei to do a training, the core idea is, where all the guests are now sold, but each is not an absolute boutique, but also to lift a thin down jacket case, suggested that aged select a few categories, as the main explosion.

Perhaps it was the stimulation of Lei, aged immediately began his "Return Road": March, 80 shirts in 21 minutes 47 seconds sold 19,353, April, top 300 Awatti cotton long-sleeved shirts sold out in 5 minutes ... Although from the point of view of the outcome is very commendable, but from the impact, it seems that these rounds of promotions did not improve the user in the minds of the gradual change in the image of the impression.

The reason why this situation, in fact, the biggest reason is that the customer is suitable to take the road of millet marketing? is not in the beginning has gone wrong ... In fact, from the two operations of the category, millet and where the customer operating the commodity properties are completely different, millet operating mobile phones, televisions, routers and other 3 C, home appliances products belonging to the "standard", and where customers operate clothing, shoes, and more belong to the "non-standard products", although only a word of the difference, but "striking":

First, the buying habits are different. Millet operated mobile phones, televisions, routers and other products, compared to clothing, shoes, for users to choose a few opportunities. Users generally do not mind that they use the same brand of mobile phones, home with the same TV, and even in many cases, we will buy the same phone with each other together to learn. But for clothes, shoes, users will buy a "pick" habit, so many brands will introduce different styles for everyone to choose from. When we gather together, we will discuss more about how this brand of clothes is going to be-after all, it's a matter for the men, women and men to mind.

Second, the frequency of purchase is different. Millet basically maintain the rhythm of a mobile phone in a year, which in fact for most people, just can keep up with the pace of the change machine. Every customer, whether clothing or shoes, are high-frequency consumer goods, users can not be a few months or even 1 years to change clothes. And the core of millet marketing, in fact, the key is to seize the user "herd, curiosity" mentality, this party-style marketing, once a year can also, if a few times one months, users will inevitably aesthetic fatigue ... For every customer, high-frequency consumption of a year to put a big recruit way to do, it seems always a little out of place. Moreover, even millet recently 4 of the press conference, have been tepid.

Third, the brand stage is different. Millet publicity has always been "for the Fever and health", which is actually a very flattering saying: let users can pay less to get unconventional mentality. And every guest is now not the "literary youth" who poses as a guest, as a result of a long period of downturn so that customers accumulate in the user image of the few, at this stage of the guests are more in the "Climbing pit" state, it is difficult to reproduce the brand is still in the growing period of millet "fan marketing" way, influence is far from enough- -It's like an old man advocating "individuality, independence" in a young man's way, it's hard to get a fan's resonance.

"Success can be replicated," a lot of people are doing the Superman magic that this sentence contains. Success can indeed be replicated, but the key question is what it is and what it is. There are no two identical leaves in the world, the same truth, successful people walk the road, if according to his footprints to go, not necessarily be able to succeed. This is a lot of marketing people complain, successful marketing cases are time, luck, efforts of the resultant force, as long as there is a factor change, the same road to go again, not necessarily be able to achieve success.

To this reason specific to the customer body, we can be extended to: Millet did use their way to achieve some success, but this does not mean that every customer can also use the way of millet to achieve success. What customers do should not be the marketing of millet to their own body, but should learn three years ago in the environment of millet in the context of "fan marketing" thinking of this way and the spirit of innovation, and then to find their own "every guest-style" success.

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