Japanese details marketing, what is the power

During the Spring Festival, swim in Japan. Not for the toilet lid, not for the rice cooker, not for the hair dryer, only for easy vacation, to see the weather in Japan.

After stepping into Japan, I found myself in the same way as other tourists, all the way down. Most importantly, this is the success of Japanese-style marketing, the great education.

One

Japanese details marketing, what is the power

In Japan, the Chinese tour guide has a word to let everyone in the car from scratch: "There is no fake in Japan, you can safely buy." ”

Tour guide This sentence, let everyone long repressed life state immediately released, in his "fixed-point" shop price slightly expensive, we know, but also willing to be "stupid".

After each spell, I also communicate with fellow travellers, and we all use "Japan without fakes" to comfort each other.

I think this is the tour guide caught the real pain point of Chinese consumers-our "fake" prudence, for the Japanese credibility (Made Injapan) "Absolute fidelity" hunger, so under the fidelity of a great courage.

The second pain point that drives consumers to shop in Japan is the fine, fine, made in Japan, which is embodied in Japanese detail marketing.

Japan's trip, we scramble to buy more than toilet cover, rice cookers, more people will buy back in the convenience store a pile of toothbrushes, toothpaste, nail clippers, liquid Band-Aid, and even the toilet plug (dredge toilet), as long as it is MadeIn Japan, everything is possible.

Why is that?

Because the Japanese product details marketing, completely destroyed our defense line, lets you always feel "different".

For example: In Japan, when you first go into its public toilets, you will be conquered by the Yamato, because even the toilets built before 20 are mostly standard with smart toilet covers (which is said to reach 90%). Almost every time the toilet said "cool" (temperature seat mat, warm water flushing, etc.), we suddenly found that our butt is what we want, how to enjoy the toilet.

All people's "butt problem" can be so comprehensive to take care of, not only responsive, but also can think. So, today, the toilet mat is snapped up because we just realized that the butt also had pain points today. Therefore, the product value one experience, can drive the purchase impulse.

For example two: I bought 10 cell phone chain (pendant), he gave me a big bag, and then gave me 10 small bags. I buy 20 boxes of chocolates at a time, he will put 20 boxes of chocolate into a big bag, but also give me another 20 small gift bags.

This kind of detail, you are not in any supermarket in China to experience, and you can experience in any one of the Japanese shops, this is the gap between the marketing in Japan.

Two

Is it really the success of the detail marketing?

Is this the success of Japanese detail marketing? is the detail marketing really that powerful?

Not really.

The real power is the Japanese enterprises in the product above the great effort-completely from the user's point of view, to solve the user pain point.

For example: I do not know Japanese, on the journey in Japan, watching TV is to find hypnosis. But I found one of my favorite shows: TV shopping. I don't understand the language of the Japanese TV shopping program, but I can marvel at the uniqueness of each product from the demo of the use of each product.

To think about it, is that it is entirely to stand on the user's point of view in the explanation product. The most important thing is that it is more aware of what users care about, simple demo, you can hit the heart.

For example: If you go to Japan, you will be on the highway to enter the high-speed service area stay. In China, this is usually where you "don't have to be cautious", and in Japan you wander around for two hours at a time. Because, each high speed service area store, each has the characteristic.

Also small pendant (mobile phone chain, etc.), Nagoya is the version of Nagoya, you go to Osaka has the version of Osaka, you go to Tokyo is the version of Tokyo, the region limited, each have limited edition. If you like it, you can't help buying it all the way through.

The same is true for food. Each place represents a different food, each region, each store, has its own advantages of products and styles. You may not get it out of the place. Each place store needs to face the user directly, so the store really can consider the user's demand, develop each characteristic thing.

Japan has a large population density, narrow geographical space and high demand for life convenience, so it has a very different marketing pattern with China: Convenience stores are widely distributed and retail industry is very developed.

What is the development of retail industry? The core is reflected in a point above: it is closer to the user's distance. Japan's retail system, consider how to face the user, rather than how to face the channel, the power to launch channels to sell to users.

Three

Loyalty to oneself, or loyalty to the user

By contrast, what are the common mistakes we make in the market?

Chinese brands in the face of the market, always use the Chinese paternalistic style of work-in their own way of thinking to imagine the user, with their own expression to impress the user, but also with the user to communicate the prerequisite is: I know more than you products, I am right, you only need to accept.

For example: I have contacted a little bit of scientific research strength of the enterprise customers, almost every enterprise will introduce themselves: we this product has eight national patents, such as a global leader in technology ... Looks very good, looks very clear. He expressed the "tall", only to convey a part of the argument to consumers, rather than to "solve the consumer pain point, really impress consumers", rather than to give themselves courage, to give consumers the confidence to pay.

Do we really listen to the needs of our users? Do we really understand what the user really wants in their hearts?

Hardly.

For example: You might as well open any of the size of the brand of the electrical business page, you will find that they can not even a simple baby details are not good?

The more big enterprises, the more they want to use their own tall, use a term to describe his products, but in fact, these things are the user to see the unknown, do not understand the "achievement project."

The gap is right here. Because they don't know the real pain point of the user. We lost the market because we lost the user.

For example: The Japanese mask product's essence liquid capacity (paste volume) mostly in 30ml, and domestic mask product essence liquid capacity is how much? usually 15ml or even 10ml.

Chinese companies consider costs, while Japanese companies consider soaking and absorbing more fully.

such as Uniqlo, although produced in China, but it is fully in line with the Japanese standard production. It will be perennial with "craftsmen" in China for the factory "companionship" counseling, its three-dimensional tailoring, its version, its design, its craftsmanship, the excellent, always make Chinese employees or Chinese suppliers to the admiration. Because for Uniqlo, it is a very big promotion for them, which is especially worthy of our study.

anyway. So many years, I have tried the major brands of cosmetics, but still willing to often repeat the purchase of the mask only one brand: Japan's FANCL.

Its paste technology is not the best, the effect is not the best, sometimes the effect is not as good as some domestic brands of the Mask "immediate". But why would I want to buy it again? Because its mask paper is the best cut, and the face more fitting, such as will not stain my hair.

Europe and the United States, China, a lot of masks, are a piece of cutting, and the so-called 3D three-dimensional cut is achieved in Japan (face of the bump can be affixed to), which FANCL is the first to launch the face, eyes, neck can be affixed to the mask, and no need to attach another eye film and so on (save money, more time-saving).

On this basis, I would like to repeat the consumption fancl. Not because it is absolutely outstanding, but because it always satisfies and even stimulates my use, I am willing to keep trying.

Say a digression. Earlier, I once imagined myself playing an industrial project: The Mask (as a woman, to do a part of their own products, is my dream). At that time I led the team, visited a lot of Chinese to do mask processing plants, walked a lap down, I came to the conclusion of what? Our face mask, the user experience to determine only two levels: one is the mask paper, the second is paste.

Later, I stepped on the brakes on the project.

Japan's Mask paper is the best in the world, a good number of global brands, most of the procurement of Japanese mask paper. Paste I have no core technical ability, core competitiveness is missing. The most important thing is, even to explore the level of user needs, we do not have any unique.

So, simply give up.

Four

Why Chinese marketing fails

Not long ago, there is a traditional enterprise contact me many times, I hope to get our promotional services. After several contacts, I volunteered to give up.

He launched a cosmetics, from product planning to promote the idea of the whole body hung up the internet model. But the ultimate goal is only one: investment, return money. Around this goal, all of his exterior packaging, is a change of the name of the traditional marketing methods (just a change of channel-the Internet).

This is the real situation of Chinese enterprise marketing today.

Although people all day shouting "Internet thinking", "Internet Mode", but they still do not know what the essence of Internet marketing, around this point, need to do something down-to-earth.

Say it again. In my customer service for the enterprise, often encounter plating how many layers of gold, how to have an international vision of the opponents (consulting services), we frequently found: they are more easily moved to the senior enterprise customers, more easily packaging their own, more easily tall, more easily apply the methodology of rich and colorful.

But in the end you will find: Test them is whether they can give the enterprise customers really need things; today, the more big enterprises, the more do not need to tall things, because these big enterprises are accustomed to the tall, what they need now is how to "grounding gas."

A friend who recently left the print media said: Before we paid attention to too many long-term, far-effect marketing, trying to the largest number of corporate customers general, through selling; look, whether it is now or in the past, real-time, effective marketing, are the most lack of Chinese marketing.

This, let me focus on social marketing, once again confidence.