Rely on accurate consumer group positioning, professional services, inexpensive brand-name products

Rely on accurate consumer group positioning, specialized services, inexpensive brand-name products, professional and systematic promotion, such as a series of closely linked fine management initiatives, Watson firmly caught a large number of loyal customers, and effectively avoided with shopping malls, large integrated supermarkets, convenience stores, stores and shop, such as retail forms of homogeneous competition, Really effective to achieve their own operating characteristics.

Pinpoint Target consumer group

In the increasingly homogeneity of the retail industry competition, only to provide consumers with the right product selection and quality shopping experience to win the market. and the primary basis for all this is to properly target consumer groups. Watson locked the target consumer group in mainland China at the age of 18, 35, with a monthly income of more than 2500 yuan. Why does it favour this crowd? Older women have long had their own fixed brands and lifestyles, and it is difficult to make changes.

And under the age of 40 the crowd is full of challenges, more attention to personality, like to experience high-quality novelty products. At the same time, is a female income growth of the fastest group, has a strong consumption capacity, but usually tense time, do not like to go shopping malls or supermarket, the pursuit of a comfortable shopping environment. These consumer characteristics are consistent with Watson's positioning.

Shaping the image of "expert"

Into Watson, you will find that the feeling is not into a supermarket, but a professional personal care shop, why do you feel this way?

This is due to the precise targeting of consumer groups, Watson then put forward the "personal care" of professional services and marketing concepts. Store not only for personal care to provide a complete product line, and in the display of goods, according to cosmetics-skincare-beauty products-toiletries-Fashion supplies-medicine order classification placed to facilitate the selection of customers.

At the same time, Watson set up a strong health advisory team, including full-time pharmacists and suppliers in the shop sales representatives, free of charge to provide a variety of skin care professional advice. And in the shop set up a data display rack, display personal care, health nutrition distribution and disease prevention and treatment methods, such as various information manuals. In this way, the consumer is easily the atmosphere of the store, the quality of the business staff, the display of goods, the distribution of materials, such as a series of specialized purchase and sale means moved, so that Watson's personal care experts brand image also popular.

Own brand Strategy

At present, Watson has including shower gel, shampoo and so on more than 1200 kinds of private brands of single goods, the sales accounted for 15%. And when the retail store itself controllable product system sales and types to achieve a certain proportion, the business in the channel of the right to speak will be enhanced.

So, how does Watson stabilize the development of its own brand? It was in the development of its own products when it conducted in-depth market research to ensure that the production of marketable products. And in particular, the "simulation shop", used to understand the sales trends and customer demand, determine the development of product categories. This includes the monthly sales of the best-selling agent brand merchandise, and then copied with the best-selling agent products similar to its own product. Also include meeting the specific needs of consumers, the introduction of exclusive products with characteristics.

Watson, for example, has developed foot-and-heel stickers for many female consumers who have been plagued by foot problems in high heels, although these small objects are insignificant in many people's eyes, but they are famous in the industry.

Watson's own products not only positioned well, but also with good promotional and preferential prices. Relative to other brands on the market, Watson's own products to less than 20%-40% of the price and trendy fashion packaging to attract customers, and before pushing the market to be tested by employees, and then let employees to consumers, so that employees become the best spokesperson, can carry out effective marketing and word-of-mouth dissemination.

Systematic Promotions

According to the Chinese "affordable is the hard truth" consumption habits. Watson's implementation plus 1 yuan more than one, "all 80 percent", "buy one Get One" and other promotional efforts of the big preferential strategy to attract customers eyeball. In addition, Watson pays more attention to consumer psychology research, for example, the novelty of the activities of the "petty bourgeoisie" of the white-collar family more attractive, Watson launched a "60 seconds crazy snapped up", lottery winners can be in the store for the designated shelves of goods to "sweep", 60 seconds to get the goods are the winners, Such a way to let consumers enjoy the experience of fresh excitement and relish.