What are the marketing methods?

◎Service Marketing◎

A service is an activity, benefit or satisfaction that is sold or sold together with a product. Then beauty companies are not only providing consumers with beauty products, but also providing consumers with a service that can make consumers more "beautiful"! This should not be a verbal noise, nor is it just a simple strategy, but a real commitment, a contact, a kind of enjoyment, and a kind of deservedness for consumers. pay.

Analysis of advantages and disadvantages: The beauty industry itself is a service industry, and promoting service marketing is of great significance to improve the service awareness and service capabilities of employees. But the key lies in the selection and utilization of personnel. As Zhong Fuwen, chairman of the Times Medical Technology Co., Ltd., said: "Service marketing is a deeper level of marketing, focusing on value chain management centered on customer satisfaction. Starting from product quality, to pre-sales, in-sales, After-sales service must be in accordance with the requirements of the decisive terminal and focus on details to establish corporate brand awareness."

Classic case: Celera Wuhan Branch held a "parent-child" event on April 2. "Education"-themed terminal fraternity. At first glance, "parent-child education" does not seem to be comparable to beauty. But as the organizer of the event, it has its own truth: "This is a way for us to communicate with consumers, because we need to understand the psychological demands of customers at any time." The launch of this event after the Ma Jiajue incident was disclosed, the impact on children education has once again attracted people's attention. The venue of 500 people was packed. After the meeting, many beauty salon owners said that they were very interested in this kind of course and felt very deeply about it. "The Ma Jiajue incident has made many beauty salon owners pay more attention to their children's education, so we specially invited teacher Zhang Yunhua to talk about parent-child education. Thinking about consumers embodies a practical culture, and it is also the enterprise of Celera Wuhan Branch Culture. At that time, we did not promote any products, but many people proposed to renew their cards and started to inquire about products. In fact, we did not promote products at the meeting, which reflected a kind of service marketing. Service first, then marketing. Hong Xinzhong, manager of the cosmetics company, said.

Reporter’s comment: Celera Wuhan Branch has found a good entry point for this marketing activity, which is to use news hot spots to create a platform for itself to promote corporate service marketing. Of course, there is a contradiction between providing services based on the needs of consumers and providing services based on the current situation of the company. Therefore, companies should balance this contradiction, find an effective method, and pursue "win-win" results.

◎Experiential Marketing◎

The formation of the buyer's market has given some new characteristics to consumer demand. In terms of consumption structure, the proportion of emotional consumption has increased; in terms of content, personalized needs have increased; in terms of value goals, more emphasis has been placed on the feelings when receiving products; and in terms of the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process has changed. It is an experience process. Experiential marketing strategies that focus on customer experience have become an inevitable choice for enterprises in the new era. It focuses on meeting consumers' experience needs, incorporating "experience" factors into marketing strategies, bringing new value to consumers, enriching the content of the customer value system, and becoming an important strategy for enterprises to gain competitive advantages in the era of experience economy. It is the most powerful secret weapon in the marketing war of the 21st century, which can quickly shorten the distance with consumers and enhance brand competitiveness.

Analysis of advantages and disadvantages: As the proportion of consumer sentiment increases, the role of experiential marketing in the market becomes more and more prominent, shortening the distance with end consumers. But from another perspective, there are too many aspects of consumer experience, which can easily make companies and merchants feel overwhelmed.

Classic case: April 2004, "Experience" of Beautiful Times and Beautiful Moments The Joy Tour event is a model of experiential marketing. The company invited more than 100 agents and franchise store managers from all over the country to gather at Baihua Villa in Zengcheng. During the four-day closed training, from the dynamic performance of the Meishimeike corporate dance to the franchise store manager’s own The creative poetry recitation performance; from the wonderful expert lectures to the exciting paper awards; from the climax of the interesting knowledge quiz to the youthful and fashionable "Cell Spa" product show; from the franchise store manager's birthday party with surprises, To the graduation ceremony that carefully "realizes" everyone's dreams... it can be said to be beautiful and wonderful.

While everyone fully experienced the excellent products, they also shared the added value delivered by the brand.

Reporter’s comment: Meishimeike’s professional experiential marketing training is not only based on the beauty industry, but also transcends the simple beauty industry; it not only has professional theories, but also focuses on refining the operational experience and methods of the entire industry. and summary. It is based on experience, emphasizing communication with consumers and touching their inner emotions and emotions; creating experiences to attract consumers and increasing the added value of products; establishing brands, trademarks, slogans and overall image shaping, etc. way to gain consumer approval.

◎Knowledge Marketing◎

In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, corporate marketing methods will inevitably shift to a higher level, that is, knowledge marketing will become an important marketing method for companies to gain market share. Knowledge marketing allows customers to learn new knowledge while consuming, increasing the knowledge content of marketing activities; exploring the cultural connotation of products, focusing on forming a buzzing conceptual value with consumers; forming a marketing relationship with consumers at the structural level; training Customer targeted sales. Analysis of advantages and disadvantages: Knowledge marketing pays more attention to the practicality and innovation of knowledge, and focuses on teaching basic medical knowledge that beauticians lack, and improving the professional knowledge of beauticians; but the disadvantage is that the method is relatively simple and requires the intervention of experts.

Classic case: Dafang Yongjia Company has continuously increased its training in professional lines in the past two years and further deepened it into part of its corporate culture. In the industry, we vigorously promoted the full-time training system for brand operators and the employee emotional intelligence incentive potential development system, and then further upgraded it to a future model of active management of the three parties of "enterprise - dealer - beauty salon", and carried out a step-by-step nationwide Promotion and Advocacy. A number of beauty salon marketing forums have been successfully held in more than a dozen provinces, cities and regions, advocating a knowledge learning and innovation course of "happy learning, happy making money". The company effectively helps beauty salon owners improve their management quality and performance, pays attention to the personalization of training, greatly mobilizes the subjective initiative of trainees, and improves the management ability, planning ability, professional knowledge, marketing knowledge, etc. of beauty salon owners. All received professional guidance and enrichment.

Reporter’s comment: Knowledge training can retain talents better than salary increases, and it can retain smart dealers and beauty salon owners with development vision better than giving away huge promotional items. Dafang Yongjia Company found a way to quickly integrate with dealers and beauty salons. This method not only allows the three parties to gain benefits, but more importantly, they gain knowledge in the entire marketing process. On the enrichment.

◎Emotional Marketing◎

Emotional marketing takes consumers’ personal emotional differences and needs as the core of corporate brand marketing strategies, through the use of emotional packaging, emotional promotions, emotional advertising, and emotional marketing. Word-of-mouth, emotional design and other strategies to achieve corporate business goals. It focuses on the emotional interaction with customers and consumers, and enhances communication with customers through various salons, social gatherings and other forms at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to quickly improve their corporate image.

Analysis of advantages and disadvantages: relatively strong sales power; it plays a great role in helping beauty salons carry out terminal activities, enhance psychological communication with customers, and maintain emotional relationships with customers. As Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing sells products in the form of emotional appeals, which can capture the psychology of consumers and is suitable for one-on-one appeals. The market recognition is good, but not enough The disadvantage is that it requires a lot of personnel and costs a lot."

Classic case: "Slimming Men and Women" Health Club has always maintained strong emotions between managers and employees, employees and employees, and employees and employees. relationship between customers. The club owner may not be a technician, but he is a real manager. He will implement the rules he has set from beginning to end and run his club like a business. The interior decoration in the store is emotional and rich in cultural atmosphere, and is accompanied by soothing and relaxing music, allowing customers to completely relax physically and mentally, showing an unfettered state. In terms of product sales, the biggest difference between it and traditional beauty salons is that it uses services and mutual introductions between customers, and uses personal connections to sell. Have a clear organization for customers and benefit them.

As an enterprise, profit-making is the first attribute, but not the only attribute. The "Slimming Men and Women" Health Club also includes its social responsibilities within the scope of business operations. This social responsibility determines that it must continue to operate for a long time. The team of highly qualified and skilled beauticians is not only capable of taking on this important task, but is also constantly developing and growing. Under the cover of this comprehensive humanistic emotion, there is a heart-to-heart communication between customers and employees, which makes the performance of the beauty salon show a steady upward trend.

Reporter’s comment: It should be said that the “Slimming Men’s and Women’s Health Club” is a relatively successful company that uses emotional marketing. But emotion is an intangible thing, and it cannot bring tangible benefits to customers. At this time, beauty salons must pay attention not to neglect the essentials, and technology is the first priority. Only by paying equal attention to both can the maximum power of emotional marketing be exerted.

◎Education Marketing◎

Marketing in the beauty industry has always been closely related to education and training. From the rise of beauty technology training in the early 1990s, to the popularity of beauty concept training in the late 1990s, to the expansion of beauty culture and education today, the objects and content involved in this marketing model with training and lectures as the main form have also undergone major changes. transformation and improvement. From the initial skills training for beauticians to the training on the quality and marketing management capabilities of agents and terminal beauty salons, the form is becoming more and more dynamic, the content is also increasing, and it is gradually becoming multi-level and all-round. Many companies are sparing no effort to provide marketing services to customers based on education. On the one hand, they use this form to vigorously promote corporate culture and product knowledge. On the other hand, more importantly, they meet customers' learning needs and stimulate their enthusiasm. Enthusiasm for signing orders drives sales.

Analysis of advantages and disadvantages: Educational marketing continuously disseminates product knowledge and business management knowledge to the audience, enhances the impact and sales power of corporate marketing, and also improves the quality of industry personnel. Therefore, from the perspective of starting point and audience psychology, it has unique advantages. However, if you really want to apply this marketing model in place, it will take a long time. The company must have long-term development plans and determination, as well as the courage to implement the company's virtuous cycle long-term development strategy. At the same time, it must also ensure that this kind of education is worthy of its name and embodies the guidance. Scientificity and authoritativeness cannot be superficial. "Education sets the stage and attracts investment to perform." Otherwise, the gains will outweigh the losses.

Classic case: Guangzhou Huini International Beauty Institution has been providing education and training, and even more impressively from 2003 to 2004. They hired outstanding marketing management experts such as Kerong Company's Jiang Ping and emotional marketing expert Zhao Minghua to conduct comprehensive training for national market elites including sales, management, learning and interpersonal relationships. After that, huge manpower and material resources were used to conduct a half-month systematic training for the national market elites at the Guangdong Institute of Finance, Trade and Economics and Management. From product knowledge to promotion, from store management to market Q&A, from psychological adjustment to creative thinking, from corporate execution to key account sales cycle skills training, Yue Hui, Ma Shaobin, Jiang Ping, Wu Hanmin, Zhang Yiming, Zhu Li'an and others have taught through their words and deeds. Grant. In March 2004, the company carefully organized the "Comprehensive Guide to Creating Wealth in Details - Huini (2004) Second Manufacturer Interaction Forum", which received very good response from the market.

Reporter’s comment: The educational marketing case of Guangzhou Huini International Beauty Institution can be said to have successfully combined education and training with the business management thinking of the enterprise. The invited experts are authoritative, the courses taught are popular, and the planning and execution capabilities are Strong is their success. The most commendable thing is that the company's idea is to operate marketing as a systematic project rather than simply a means, which has cultivated customers' trust and loyalty to the manufacturer. Therefore, educational marketing is not difficult to do, but persistence is difficult.

◎Differentiated Marketing◎

The homogeneity of the beauty industry cannot be ignored. Whether it is product concepts, names, packaging, promotion methods, and marketing models, they all show similarities and follow-up. development trend. However, when the entire beauty market has transformed from a seller's market to a buyer's market, the producer-centered corporate marketing system and marketing concepts have undergone fundamental changes.

Enterprises need to rely on their own technical and management advantages to produce products that are superior to the current market levels in terms of performance and quality, or in terms of sales, they need to use distinctive publicity activities and flexible promotion methods to reduce the risk? 碢?Posthumous title, cut off the towering 苤谰, which is afraid of the condyle⑵鸩黄?簰?说 Muji narrowed the snail toad U'an planted Ju Ni? Scratched? J sword? Shell fence choked 芏嗥 Li knife pod deceived peach Yu non-蟮model? Huan? ?glycoside?酅jian'anjuni?barium mou⒉huanyo?br>

Analysis of advantages and disadvantages: Real differentiated marketing lies in understanding one's own product characteristics, distribution channels, efficacy technology, promotion resources, etc. On the basis of information, we concentrate our superior resources, avoid mainstream methods, and create product concepts or sales channels in a unique way to achieve surprising results. The biggest advantage of its successful operation is that it can quickly gain market recognition and share, and it can easily form resource advantages. But it is worth noting that it is easy for followers to imitate and become mediocre, or even become a victim of market cultivation.

Case: The marketing channels of Chinese body shaping underwear are usually TV shopping, exclusive sales in specialty stores, department store counters, beauty salon consignment sales, direct sales, etc. The "Xianzimei" brand "must deal with the internal affairs first - The marketing strategy of "Building plank roads openly and crossing Chencang secretly" is quite unique. The first difference is that its first underwear was sold in Japan for US$680, and it has formed the world's three largest production bases in Malaysia, Thailand and China, spreading its advanced marketing concept of "selling underwear is selling your body" internationally. ; Then in the domestic market, TV shopping, telephone, website, and mail order are used as communication and sales branches, with specialty stores and department store counters as auxiliary windows, and in the terminal market, "free delivery and lecture sales" mainly include gyms and beauty salons. It has fully blossomed, and the smart marketing of "To fight against the internal situation, we must first stabilize the external situation - build plank roads in the open, and cross the old warehouses secretly" is integrated into one go.

Reporter’s comment: The differentiation strategy is a choice made after comparing with competitors, and it is a dynamic control process. Digging out new entry points from communication channels and sales channels is the brilliance of "Slim Beauty". Being able to comprehensively and rationally distribute and apply various marketing methods is an even better move. It has a perfect combination that complements each other, and It has the effect of standing out from the crowd. Differentiated marketing requires this kind of innovation to achieve differences in products, image, sales and services.

◎ Direct Selling◎

In the health care products industry, daily chemical line to beauty professional line, people all pay great attention to direct selling. Amway and Mary Kay are typical successful cases of direct selling in China. They have achieved amazing results through face-to-face communication, professional services and a profit-doubling model. Nowadays, many beauty companies are trying to imitate this model, but not many are really successful. Some people have even raised questions about whether direct selling is suitable for the Chinese beauty professional market.

Analysis of advantages and disadvantages: Direct selling is a distribution model. It has a clear target customer group. There is no intermediate sales link or the intermediate links are minimized. The sales effect can be measured. Enterprises can use sales personnel to directly sell products. Sell ??it out. It can be said that at present, there is no other model that can combine the entrepreneurial passion of employees with product consumption as closely as direct sales. There is no marketing model that can achieve the ultimate communication efficiency like direct selling. However, judging from the current market situation, direct selling has not yet formed a climate, and many consumers are prone to confuse it with illegal pyramid schemes and create resistance. With the promulgation of the country's "Direct Selling Law", in the next 10 years, direct selling may truly become the golden touch that generates new wealth.

Case: The path that Shengzhiyuan is currently taking is a model that combines traditional beauty industry management methods with direct sales. It proposes a "new marketing concept in the beauty industry—to run a beauty salon outside of a beauty salon." The slogan is to solve real problems for beauty salons. The investment promotion during the 20th Beauty Expo achieved amazing results, which can be regarded as a typical case of beauty companies achieving good results through direct sales.

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