Personal care products also have a relatively high gross profit margin, but due to the obvious brand effect of this category, consumers have low acceptance of new brands and private brands, and the overall proportion of private brands is still low (both less than 15%). Among sub-categories, facial cleanser, body skin care products, oral products, mouthwash, toothbrush, etc. are more suitable for the development of private brands. Under the condition that the overall private brand penetration rate is still low, having too many sub-brands will not only bring great difficulty to operation, but also disperse resources, making it difficult for consumers to form a clear understanding.
The low brand penetration rate is not because of the wrong choice of direction, but the wrong choice of model; it is not the failure of new retail + Internet, but the reversal of the relationship between subject and customer by Internet + new retail. Set the model function as an accelerator and efficiency booster for the flow of people, goods, and field resources, and design the transaction structure and process based on this principle. Build the platform and entrance according to the zero-threshold and simple and practical principles, and quickly gather the platform traffic in the initial stage.
The membership system is an indispensable part of all projects. Mr. Zhang’s project is 99 yuan a membership card, and users are snapping it up. Mr. Zhang always makes daily necessities. There are many types of products that can be used by daily households. Before that, he used offline channels. In recent years, the competition has developed fiercely. Sometimes, after an event, the profit is pitiful, and Mr. Zhang will be ruthless. I made up my mind to make changes, and found someone to customize a set of models. I didn't expect to have tens of thousands of members in less than two months.
The specific model is like this. Mr. Zhang is a guest on an online platform. All previous products are available on it. The price is even cheaper than offline stores. As long as you spend 99 yuan to apply for a membership card, you can still use it on this basis. 20% discount, not only that, as long as you recommend your friends to buy this membership card, you can also earn rebates for his future consumption.
In this model, the focus will be on Zhang Zong’s membership card. As long as you apply for a membership card and recommend three friends to apply for this membership card, your membership card will be free of charge. The first two recommendations will be rewarded with 20 yuan each. The third person directly rewards 60 yuan. After the first two people you recommend also apply for a membership card, you are no longer a member like them, but a VIP. VIPs can directly reward 60 yuan for recommending friends to apply for a membership card, and VIP privileges Everyone under your name needs to develop two members for you. There is a sister Wang from Zhejiang who earned more than 10,000 yuan in just over two months with the membership card. As a housewife, this income is very considerable.
Through social media, we will deepen the building of the brand self-media matrix and strengthen the "private domain construction" of the brand. You can find the media channels where the target customer group gathers, actively interact with the merchants through advertising or media operations, and position according to the brand's target customer group. Continue to deposit the assets detonated in the public domain to the private domain, and gradually convert interested users into loyal users. Follow me to learn a little more every day.