Talking about the management idea of the company

The business philosophy of several companies

They were born with a low profile.

They are now a world-class brand.

They sell mostly goods that claim to be cheap.

In the era when consumers and economists mostly think that "a penny is a penny", the low prices and quality they promote are harmonious and unified.

They say the cost reduction is not due to the material and design of the product, but to the reduction of the packaging, the improvement of the process, and the reduction of promotional or other costs. As a consumer, you don't have to pay for this.

So consumers believe, maybe they are expensive, but they think it's worth it.

In fact, this thing is not just the commodity itself.

These brands, with a unique business philosophy, and as always.

They spread not only the goods sold, but a philosophy of life, lifestyle, consumption claims.

They believe that the target group is unique, mature, rational, have self opinion and advocate, the quality of the ability to identify.

Although they seem to oppose the trend, but also ignore fashion, but their consumers think that this trend and fashion, is a personality expression.

While promoting their brands, they never forget to promote their consumers. They satisfy their consumers ' psychological appeal: they really want to be different.

We take a look at their ideas spread, our nameless good product concept, marketing whether there is a place to learn from, the following paragraphs, from excerpts, FYI.

"No Printing good products": plain and easy life philosophy

Concept: "Value for money" for the purpose and to develop a variety of inexpensive goods without printing good products. Is the 1980 by the company's good products plan of the parent Companies, Inc., based on their own development experience, according to the "no trademark" concept of goods was born. The essence of commodity development is to make the products that are essential and really needed in life in a truly necessary way. Therefore, no printing products have been selected raw materials, improved production technology, and simplified packaging. This policy conforms to the aesthetic sense of the times, and simple and beautiful products have long been popular.

Selection of raw materials

Process Improvement

Packaging simplification

Strong and easy to use, who can be cheap to buy, in the excessive waste to the extreme society, this kind of democratic-colored goods will make people feel a high degree of spirituality, with richer than the rich more intelligent way of life to bring satisfaction, but also it is an important reason to attract people. (P020, "Design Awakening")

It is a philosophy of life to say that no printing products are a brand. Muji does not emphasize the so-called popularity or personality, nor does it agree that a popular brand should be inflated. On the contrary, no printing products from the future consumption point of view to develop commodities, that is, "easy to use." The promotion of rational consumption at the same time, no printing products also allows customers to obtain a great psychological satisfaction, redefining the "easy to use" the real value.

No printing good products design and manufacture of "plain and easy to use" goods, but "level" does not mean that the quality of compromise, and "easy to use" is to high standards of products as the goal. Under such a concept, no printing products constantly pondering the improvement, self demand, up to today, has developed up to 5000 kinds of goods. We are confident that we will be able to bring consumers new consumer satisfaction, and to improve the quality of the consistent goal.

In April, the Taiwan version of GQ magazine, there is a manuscript called "No printing 21 public secrets," which has a paragraph of text is worth pondering "carefully look at the country, exclusively is a mature capitalist society: Japan, Britain, France, Hong Kong and Singapore." Only a high degree of consumption of the place, people have the ability to distinguish between quality, the pursuit of brand more care about quality, such as without printing good products such a prosperous flourishing of the elegant product, to get favor. Now Muji landed in Taiwan, to some extent, also represents the evolution of the taste of our consumer goods. "In fact, even in Hong Kong, Muji is several several times, this is fully confirmed Muji for the consumption of social maturity requirements." We have been saying that Shanghai will soon catch up with Hong Kong to become a new advanced capital, I think one day Muji can come to Shanghai and smooth live, I am afraid is an important sign it!

"Uniqlo": Hundred lap, people-oriented, clothing is a supporting role, wearing clothes is the protagonist

Business philosophy refers to the uniform service through the world, at reasonable and credible prices, a large number of continued to provide any time, anywhere, anyone can wear clothing.

Isn't this business philosophy risky? If everyone is fit to wear, what is my style? According to the usual understanding, clothing, especially casual clothing is the most taboo is to deny individuality, generally have the antecedents of brand apparel are market segmentation criteria and target consumer groups, with its distinctive personality Cheong market.

Uniqlo use of this business philosophy to do more elaboration, they believe that "personality does not exist in the clothing, but by the wearer of the embodiment of", "our pursuit of casual wear is a race, nationality, occupation, education and other boundaries, always face the public clothing, is anyone can wear clothing." We advocate that clothing itself is not personality, only through the wearing of the person to be able to reflect the personality. We hope that we offer a beautifully finished part that can be chosen for different styles of people. We want to completely break the consumer inherent ' price equals grade, brand representative personality, casual wear equals low ' concept.

"Starbucks": selling more than just coffee

"I'm not in the office, I'm at Starbucks, I'm not in Starbucks, I'm on my way to Starbuck." "This famous advertising speech is a wonderful illustration of the laid-back, cosy and romantic mood of Starbucks (Starbueks) 's" third Living space "(thethirdplace).

In terms of ideas, Starbucks emphasizes the so-called "third space", which is the third space for consumers to focus on casual gatherings and reverie outside their homes and offices. This unique concept, let Starbucks in a bunch and Starbucks with the same business model of the chain brand, with its distinctive image, attracting the media and the public's continued attention. An interesting phenomenon is that the media and consumers automatically become Starbucks "Third-party certification." In media articles, Starbucks is a name often inadvertently mentioned, a variety of social activities and the initiation of various creative activities of the warm and friendly background.

"Starbucks ' success lies in the shift from products to services at the centre of consumer demand, and in an era of shifting services to experience, Starbucks has successfully created a ' coffee religion ' featuring the creation of a ' Starbucks experience, '" Jesper Kunde in the company religion. ”

Starbucks people think: their products are not only coffee, coffee is just a carrier. And it is through the coffee carrier, Starbucks to send a unique style to customers. The consumption of coffee is to a great extent a perceptual cultural level of consumption, cultural communication needs is to create a coffee shop environment culture can infect customers, and form a good interactive experience.

Ikea: Life, starting at home

[Ideal and business philosophy]:

Create a better life for most people. Provide a wide range, beautiful and practical, affordable household items.

Ikea's brand Religion:

In 1976, Kamprad wrote "A furniture merchant's faith" in order to give employees an idea of an alliance with customers, and thus became the Ikea Bible. He has repeatedly reiterated that the creation of a better life for most people involves breaking the limits of status and tradition and becoming freer. To do this, we have to be different. Even in the 90 's, IKEA has sought to maintain its authentic corporate culture by increasing its global pace. Kamprad said: Ikea has always adhered to its own important tradition, because it is not Swedish culture, but corporate culture. Otherwise, employees in other countries will not feel that they belong to IKEA. In addition to bringing simple, beautiful and reasonably priced products to the global market, IKEA also spreads the Nordic-style spirit of equality and freedom to all parts of the world. For young people, as opposed to the practicality of the product, Ikea is a more lethal force, and no one can ignore such a big trend: Everyone aspires to be the protagonist and the dominant person.

The following is a further explanation of the concept on Ikea's website:

Our product line: IKEA product line focus on good design and function and low price. Ikea product line has a home furnishings solution for each room in the home. The IKEA product line has been offered to romantics, minimalism and everyone in between. The Ikea product line is harmonious, so whatever style you like, our designers and product developers will work to ensure that our products meet your daily needs and that there is nothing to spare.

Our low prices are the cornerstone of Ikea's ideals, business concepts and concepts. The basic idea behind all IKEA products is that low prices will make a wide variety of beautiful and practical household items for everyone. We are constantly striving to do everything better, simpler, more efficient and always more cost effective.

Better daily life with the principle of low price development of furniture products began, we have always adopted a direct approach, engaged in furniture business activities. This is the Ikea way: to maximize the use of raw materials to be able to affordable prices for people to provide quality products to meet people's needs and tastes.

The above text part picks from: Baidu Encyclopedia.