Luo: the "micro marketing" story of Small Business

Editor's note: Small business, how to save costs and to deal with the same kind of competition is the two major problems that must be faced. The only thing that's different in a horse is that, first of all, a new concept contest. He is not like Guo to do Wen Chong media companies, but ran to open a snack bar; second, the line shop opened up, he is now in the main electric dealers, in their own Taobao shop to sell vacuum packaging Luo powder, leaving open the entity store, So I sold 10000 bowls in 13 days. He gave the entrepreneurial state small story, ordinary, but can give a lot of such small entrepreneurs a little enlightenment. 2010 to the Sea ", the horse only to micro-bo marketing help push Luo powder business. Luo powder "After opening, the business is booming. An average of 400 bowls sold a day, three months to recover the upfront cost of 100,000 yuan. 2013 first to set foot in the electric business, but also in six months time will be the shop to do the two crowns, in the Luo powder industry ranked number one. The entrepreneur has another identity: a young writer, the first prize winner of the National New Concept essay contest, and a member of the Chinese Writers Association. How does this dual-identity entrepreneur do business and write a win? "oral" Luo powder Mr. Ma in the only: entrepreneurship: Like Luo powder, love a line of dry line I prefer food, especially Luo powder, leaving Guangxi, very miss. 2010 in Beijing opened a physical store called Luo Mr. Powder, at the beginning of the shop is very simple, in the Haidian District Thistle door of a market in the small shop, at that time only five tables, even I together only four employees, the investment of less than 100,000, but it takes up most of my energy. Sometimes the business is busy, two o'clock in the morning can not rest, because Luo powder this thing to do a lot of preparation work, the next morning seven point to get up to purchase. In short, the beginning of the paragraph, too hard. But compared to work, the income is good, a year after the Luo powder to get the first bucket of gold bar. Because there is no enterprise, also is not what entrepreneurship, are natural. It's good to do what you like. Just started to need money with friends borrowed some, and later is slowly improve and pondering production management, human resources and other issues, step-by-step. Overall, the choice of entrepreneurship, one is the pressure of life, one is that I prefer a free life state. Physical Shop & Electric business: Cost too high to go to the electricity line under electric shock online Taobao shop is mainly because the physical store costs too much. Especially in Beijing. I opened the second Luo in 2011, but because it is a temporary building, less than a year was demolished, so lost more than 200,000. Then the idea of opening a physical store was a big hit. When I was married in Guangxi, I suddenly appeared in the local open Taobao shop idea, and began to develop and friends how to modify products. About six months later, that is, March 2013, our Taobao shop opened. Because the real store's reputation is also not small, so Taobao shop opened very hot, at that time the basic demand, daily overtime, I remember is 13 days to sell 10000 bowls. DeferredContinuation of the practice of the entity shop, electrical business is mainly to do Luo powder this category, but different from the physical store is, the main thing to do is Luo powder vacuum packaging, as well as a variety of ingredients. Now I am mainly responsible for this piece of electricity, business style is similar, are waiters and sales industry, the electrical business more focus on sales, physical stores more focus on services. Electric dealers not only for me to solve the high cost of rent investment, change the nature of face-to-face service, let me have more time to improve the product. Save a lot of time and money for the small-cost operators. After I want to do is to improve the supply base Taobao raw materials, set up standard production plant, open the National Direct battalion or franchise stores. Marketing: Product is the basis of marketing business so hot, a big reason is that I am good at using micro-blog. Weibo is very suitable for catering business promotion platform, can stick to old customers, to attract new customers. Its marketing costs are low, no advertising fees, it is suitable for my store. The positioning of Luo powder is a young man who does not like cooking. Micro-blog marketing and its own positioning is also relatively close. We carefully observe each of the customers came to the store, and in micro-Bo formed the Luo powder Mr. Home Customer "this column, with micro-blog Record store fun customers and fun things, there are warm, funny, sensational." This quickly attracted the attention of some literary cargo. And I also used Weibo to do a series of promotional activities, such as giving a play tickets, a micro-blog screenshot can participate in the group purchase discount, encourage customers to take photos of the shop Luo powder products to participate in the micro-blog interaction. Even a year Dragon boat festival, my family bags of zongzi, all gave to the customer. Of course, I also have their own advantages, as a writer, their own circle of friends often in the store party, writer Bonnie, Shang, Cai Jun, Wu Fly, gourmet Chen and other micro-bo Reds are Luo powder Mr. "regulars, gluttonous inevitably to be in the micro Bo in the sun. Whenever there is a big v@ me, the number of fans on the day will be more than 100 growth. "With Luo powder" More and more fire, the celebrity became more obvious. More and more people know Luo by Weibo ", I have done a rough statistic, 80% of the guests are from Weibo to know us." I summed up the reasons for marketing success: first, the physical store business and reputation are very good, won a part of the loyal customer group; second, I use Weibo as a vehicle to advertise our store, these loyal customers are gathered in my microblog, pay attention to my microblog, and often interact, 80% of the guests from the microblog know us; , I have some big V friends to help yell, they have a larger fan group, so the publicity surface is a lot. But in the final analysis, or to ensure quality, only repeat customers more, business can be stable, as long as the word of mouth, business can do better. But the basis of any marketing is product quality. Selling Luo powder on the internet is not a novelty industry. Before I had a lot of home, after me more. I think I just did one thing right at the right time. Electric dealers have a lot of cost marketing means, many people putting the cart before the horse, only heavy marketing not heavy product quality, this is not advisable. Peer& Competition: A clear conscience is not afraid of failure even the same goods, different manufacturers are produced by a certain difference. The same recipe, different people, different environments and different raw materials will make a difference. Competition is the theme of the Commodity society, the peer also has a lot of advantages and the desirable place, and everyone get along. There is nothing to be afraid of. My biggest characteristic is as far as possible for the customer thinks, often stands in the buyer's angle analysis. Why do I have to buy your product, I bought your product will not continue to buy your product? Do anything the same, to be good at transposition thinking, for example, you open a restaurant, you have to love to eat what you have to do, the guests use what chopsticks, you use what chopsticks, the guests eat what things, you eat what. Only do these, you have a clear conscience, not afraid of failure. The Enlightenment to small and medium-sized enterprises: small and medium-sized enterprises generally small, financial and material manpower are very weak, Low-cost micro-marketing as a marketing tool is very appropriate. Because micro bo, micro-letter, etc. is an open social platform, do not need to pay advertising fees, but also through the search method, accurate to find the target users. Secondly, the catering service industry usually and the user high-frequency contact, the contact anecdotes can be directly as a marketing content, enhance the user's stickiness. Again, the micro-marketing interaction can also be learned. On the one hand can allow users to recognize the brand and products, on the other hand, according to the user's feedback, timely improve their services and products, and constantly improve brand quality, so virtuous cycle.