Eagle Chat Marketing: Services around the target female population

Internet marketing Daniel, the King of Essential Oils, from the founder of the brand to dabble in catering, nail the introduction of the Eagle's Beef brisket, beaver Home, in the Internet and electric business circles, carving Ye Meng Awakening has been sought after and myths. In the face of these lively voices, the Eagle said, "I have passed the point of care about what others say, in fact, I do so many things, is one thing-around the middle class women to carry out services."

At the Dream Castle in Beijing 798, he was wearing a dark shirt, black-framed glasses, no big boss frame, and talking about his project was eloquent. From carving ye's entrepreneurial experience, as early as more than 10 years ago, he opened a grand Beauty museum, and earned the first bucket of gold; 2006, Meng woke up the establishment of the Liv, soon, the oil has become the first Taobao sales of essential oil brand. After that, around women to start a business is not a minority. "A lot of people say I'm good at marketing and I don't deny that, but what we do is not just through marketing."

Core: Launching services around the target female population

From the essence of the oil, carving beef brisket, xue Pan roasted to the present beaver home, carving ye already have 9 entrepreneurial projects. After the success of the brand, why do you want to be a beaver home? The Eagle quotes Lei's words to illustrate: "When such a great opportunity arrives, I lose it, but I have to do it." The great opportunity here is to refer to the popularity of smartphones and the gradual maturation of mobile payments.

In his opinion, his team is best at doing is the middle class women's business, nail not only in line with this positioning, but also the quality of service has a very high demand, "this is not a simple technology, strength of work, there is aesthetic, quality in the inside."

Carving ye think that the nail is difficult like 3C, digital products like standardization, so the Nail division management is the key to do a good job. To this end, the Beaver Family Nail Division before the induction to undergo a rigorous training assessment, after the post if the violation of relevant provisions, first Nail Division I will be punished, and then will be subject to further investigation to determine whether there are other nail teachers have similar situation.

In the construction of the model, the Eagle said he insisted that the Commission does not charge the nail division, at this stage also do not consider making money and profits. In order to do a good job of the Beaver Home, the Eagle in 2013 launched the project, he took out tens of millions of yuan as the Angel round money; by August, the Beaver family had introduced new investors and the market valued at 1 billion yuan.

It was revealed that in September, the Beaver family lost more than 8 million and October losses widened to 10 million. According to the Eagle's prediction, the future of the Beaver family to burn another 500 million. "Compared to previous projects, beavers are not fast-responsible and have a high rate of expansion," he said. O2O is a slow development process, the nail market also needs years cultivation. The future of the Beaver family related to the United States and other industries such as hairdressing may be involved. In short, the extension of the project idea is: first, the middle class; second, women; third, it's about beauty. ”

At present, the Beaver family become the most concerned about the entrepreneurial project. "Liv essential oil and carving beef brisket and other projects have gradually become mature, and there is no need to give too much attention, to the professional team to carry out." In addition to funds and energy input, Meng also frequently came forward for the Beaver Home platform.

Tips: Tactics Beyond Marketing

Most people in the industry will be the success of carving ye attributed to his innate marketing temperament, this judgment is one-sided. For a serial entrepreneur, his observation of the industry, thinking is a more important factor.

Carving Ye said that any business only involved in the decision of consumers, is the core, which is the O2O industry rapid rise of the essential reasons.

Carving ye further introduced that the consumer decision-making mechanism is divided into three levels: first, the random decision;

Random decision, that is, the so-called "light decision", representing the industry for taxi, cleaning, foot therapy and so on. These industries are characterized by low price, high frequency and even UHF. It takes a few minutes for the consumer to make a decision, even if the decision is wrong and the loss is small. At one end of the service provider, the level gap is small, there is no need to pick, and the service is relatively standardized.

At the discretion of decision-making, the so-called "medium decision", representing the industry for hairdressing, nail, photography and so on. These industries are characterized by medium-to medium-frequency, two weeks to several months, consumers will have to consider before the decision, will do homework, pick.

Prudent decision-making, the so-called "heavy decision", represents the industry micro wedding planning, real estate agents and divorce lawyers. These industries are characterized by the use of a few times in a lifetime, but the use of the wrong will have a great impact.

It is not difficult to see that the drop of a taxi, quick taxi is the reason to stand fast because of the characteristics of light decision-making, and the slow development of the United States is because of compliance with the medium decision-making standards.

O2O the "winners and losers" summed up four dozen but: first, "low frequency" cannot beat "high-frequency"; second, "generic" Cannot beat "expert type"; third, "Wool out of the sheep" beat "wool out of the pig"; four, "monopoly consumers" cannot fight "monopoly service".