Marketing success cases and analysis?

If there is no case study, enterprises can't accurately grasp the market situation and customer situation, and can't fully understand the products. Then the following is what I have compiled. Let's have a look with me. I hope it will help.

One:

Who said that the physical store has declined? Look at this "explosive" supermarket with sales of 65.438+0.5 billion.

The pace of people's life is getting faster and faster, and going to the supermarket has gradually become a luxury. More people are used to going to convenience stores to buy things and then leaving quickly. However, there is such a food supermarket in Italy, which goes against the trend. It not only focuses on the life concept of "slow food and healthy life+",but also is deeply rooted in people's hearts through the mode of "supermarket+restaurant". In 20 14, there were only 28 stores in the world, with an annual income of 220 million euros * * about/kloc-0.5 billion RMB * *. In a branch in new york, the daily passenger flow can reach12,800 people. This supermarket is called Eataly.

Brand origin

Eataly's name comes from the combination of English eating * * * EAT * * and Italy * * *, and it is the largest and most comprehensive Italian food supermarket in the world. Oscar Farene, the founder of Eataly, wants to open a food supermarket with the goal of sustainable development, responsibility and sharing. So in 2007, the first Eataly opened in Turin, Italy, which immediately caused an unimaginable sensation.

Now, you can find the coordinates of Eataly in almost every important city in Italy, and it also extends to some important cities in the United States, Britain, Japan, United Arab Emirates and other countries. Eataly's branch in Manhattan, new york, with a total investment of US$ 20 million, opened in August, 20 1 1. Shortly after its opening, it created a record of one-day 12800 visitors.

What makes Eataly so popular?

Rule 1: The ultimate experience is deeply rooted in people's hearts.

1. Humanized design.

Many times, when we go to the supermarket to buy things, we have to go through the whole supermarket to find the cashier. Unlike traditional supermarkets, Eataly customers can see the cashier as soon as they enter the door. If customers are in a hurry, they can just buy some things and check out instead of visiting the whole supermarket.

2. Subvert the definition of traditional supermarket.

Eataly is not only a food supermarket, but also provides a way of life. Eataly has positioned itself as a "slow food supermarket restaurant", so walking in is more like a food market, where not only all kinds of ingredients are displayed, but also chefs, dining tables and waiters. There is a restaurant next to each exhibition area. Customers can choose the right ingredients to cook at home, or let the chef cook for you and enjoy it directly here.

Take the shops in new york as an example. Customers can sit in the supermarket and watch TV while eating barbecue. When they are tired, they can sit down at the coffee counter and have a coffee break. They can also go to the small library to look through recipes. Diversified shopping and dining scenes bring customers the ultimate experience.

3. Different marketing concepts.

Eataly doesn't spend a lot of advertising money like other supermarkets. Eataly's marketing core is food education. Eataly's public relations identity is "you can create new customers through education". For example:

Eataly has collected a large number of food books and periodicals, and set up a small library, where customers can read food books and periodicals, determine what they want to buy, print out the list on the computer next to them, and then buy.

Draw seasonal fruits and vegetables on * * * or the dining table to let customers know about seasonal food, because seasonal food is the cheapest and most delicious, and guests can also buy posters of the food production season for reference at home.

Eataly's food poster

Eataly each business district often offers various cooking courses and tasting courses for different age groups. The price of these courses ranges from 30 euros to 120 euros. For example, traditional Italian cooking courses, wine tasting and storage courses, the history, characteristics and cooking methods of primary school students' ingredients, etc. Eataly's carefully selected chefs will patiently teach cooking methods, then let the students work together and finally share their achievements.

Rule 2: Visible concept of health products

In Eataly, a big slogan can be seen everywhere: Eating is an agricultural behavior * * * *, which shows its unique business philosophy. At the beginning of the brand, Eataly founded a number of small farms and workshops to grow and produce ingredients and drinks in a traditional way. Eataly would rather abandon the common brands in the market and choose seasonal, local and personalized products. About half of the ingredients here are from this region, 45% are from other parts of Italy, and only 5% are imported. Purchasing goods directly from about 900 manufacturers, without additional shelf fees, also reduces the cost of intermediate links between manufacturers and retailers.

In order to promote these small producers, Eataly not only made posters and small notices, held tasting, tasting and cooking classes, but also arranged for customers to visit food producing areas, bringing consumers and producers closer in a relaxed and friendly way. From the very beginning, Eataly has established a direct relationship with agricultural producers to provide people with the most natural and healthy agricultural products at reasonable prices. This business model has also inspired Eataly's core values of persistence, responsibility and sharing.

Rule 3: Unique social media promotion

In order to make the brand culture more deeply rooted in people's hearts, Eataly has spent a lot of effort on social media, and through various activities and festivals created by itself, customers who are used to fast-paced life learn to slow down and enjoy the charm of "slow food". In addition to the two mainstream social media platforms, Facebook and Twitter, official website of Eataly is also an important medium to promote these activities. For example:

Meat-free Monday: On this day, we advocate eating vegetarian food and promote Eataly's exquisite vegetarian menu.

National Beer Day: Call on wine lovers to gather in the wine area of Eataly to taste wine and snacks.

Anti-Valentine's Day: This is one of the strange festivals that Eataly came up with. If you don't have a romantic place on February 14, you can join EATALY's rooftop restaurant "One Night Stand" activity. From noon to midnight, Eataly provides more than 50 kinds of beer and delicious food, some of which even taste of chocolate. So, it doesn't matter if you're not shot by an arrow on Valentine's Day. It's a pity to miss these fine wines and delicacies!

abstract

Eataly is popular all over the world for two important reasons: first, the design of supermarkets and the food in restaurants are really surprising, and second, the lifestyle of slow life and slow food advocated by Eataly is deeply loved by residents in big cities.

Today, when everyone is used to being busy, you can go to the supermarket and choose your favorite ingredients and recipes. If you are lucky enough to meet a sunny day, choose the small round table of Eataly rooftop restaurant and overlook the whole city facing the warm sun and tall buildings, which will make every diners who pursue quality of life ecstatic.

Two:

The loss of warehouse member stores and the "blood washing" procurement management of Wumart.

Procurement cleaning storm

2016 February 17 Zhang Baocheng, chief purchasing officer of Wumart, Seo-hee Jang, senior purchasing manager, and Yu Lan, purchasing manager, were criminally detained by the public security organs on suspicion of committing crimes; On April 23, nine people, including Shang Changcheng, director of fruit and vegetable procurement, Zheng, head of fruit procurement and head of vegetable procurement, were dismissed for exchanging interests with individual suppliers, and the amount was huge.

Since the defeat of Wumart's last member store in the first battle, the reform of Wumart's procurement system has suddenly become more violent. Later, some suspected "problem purchasing" were directly reported to the public and entered the public eye, which began a direct confrontation with the disadvantages accumulated in Wumart for many years.

It is an unspoken rule of the industry that procurement personnel take kickbacks, and all enterprises exist more or less. All enterprises also turn a blind eye, and if they can't stand it, they will send people away. Peace is the most important thing. There are very few cases directly handled by judicial organs, and they are unwilling to make them easily. Once it is done, the struggle will become extremely fierce. Jin Meng Siam, chairman of Wumart, said, "Wumart will never be soft on buyers for bribery and corruption."

The disadvantages of Wumart procurement system have been accumulated for many years, and the deterioration of its zero-supply relationship has been exposed by the media many times. Wumart has also made many changes to its system. When Wu Jianzhong was in power, in 20 1 1 year, the purchasing power was merged by regionalization, and the regionalization management was changed to regionalization management, which was divided into three regions: North China, East China and Yinchuan. 20 12 the core competitiveness of fresh food represented by fruits and vegetables was established, and the fresh food school stood out and announced that it had achieved phased results.

The change of 20 13 procurement mode has led to the extreme deterioration of the zero supply-demand relationship, the strong rebound of suppliers and distributors, and all kinds of insider and rumors flying all over the sky. Performance declined, zero supply deteriorated, and the acquisition of some stores of CP Lotus failed. Wu Jianzhong resigned for personal reasons, and Siam, Jin Meng led the troops back to Beijing from Yinchuan in the northwest to take over as the head.

The first battle of Jin Meng's takeover of Siam was to change the procurement mode again, and the first act of procurement reform was opened by public bidding. 20 14 began to manage suppliers at different levels, and tried to directly connect with manufacturers across suppliers to minimize intermediate links.

However, with the continuous growth of Wumart's commercial sales, its profits only plunged after a 2.7% increase in 20 12 years. In other words, so much sales have been wasted and profits have nowhere to go, or it can be said that the reform of the whole procurement system has not played a corresponding role.

Wumart was delisted in Hong Kong on 20 15. Its financial report for the first half of the year shows that although the turnover increased by 1 1.4%, the profit decreased by 19.5%.

Stay away from each other's storage member store

In 20 15, Wumart carried out two major events, one was to enter a warehouse-style member store, and the other was to join hands with IDG Capital to take a stake in a multi-point fresh e-commerce company.

As the highlight of the transformation, Wumart took the lead in adopting the warehouse membership store model, but it was looked down upon by its peers as soon as it opened, which caused the executives to be quite embarrassed.

Because the warehouse member store opened by Wumart is essentially a hypermarket. The so-called imitation of Sam member stores is only similar when collecting membership fees. As for the Costco gene, only one bottle of Costco mineral water is sold, which makes many aunts cheat by calling 150 yuan after completing the card.

The purpose of the card 150 yuan is very simple, that is, I hope to get back 150 yuan, and then taste some sweetness. Wumart hopes that warehouse stores can bring higher gross profit, which is contrary to the positioning of warehouse stores.

Warehouse is a low-cost batch model. The gross profit of COSTCO mineral water sold by Wumart is 10 points, while it is not unusual for other goods in the store to have a gross profit of more than 30 points. This higher pricing makes it difficult for my aunt to get back the membership fee of 150, and the popularity of Wumart Shangjia naturally plummeted.

Costco's gross profit in the United States is only 10. Everyone is reducing gross profit, but Wumart is doing the opposite. The gross profit of China stores is generally 20 ~ 25 points, which has a downward trend in recent years. There are two main gross profits, one is the front desk gross profit, which is the gross profit of the goods sold; A backstage gross profit is a supplier's friendship and harmonious profit. For example, the gross profit of CP Lotus is about 16, which is lower than other stores, which is also the magic weapon for CP Lotus to grow against the trend in recent years. The gross profit of the front and back office is about before 8.2: 8.3. After the reform in Li Wenhai, the gross profit at the front desk dropped to around 7.7, while the gross profit at the back desk rose to 8.9.

We can find that CP Lotus did not dare to sell its gross profit in advance when it was in the most difficult time. On the contrary, it kept reducing the gross profit of merchandise sales. And Wumart?

Even if a warehouse wants gross profit, at least it can't be higher than e-commerce. Warehouse sales itself has a high customer list, which basically meets the standard of free delivery for e-commerce. If I don't go out that far, I don't need to spend 150 yuan to get a card, which is more affordable than a warehouse store. What is the function of warehouse stores? The price increase rate of e-commerce is generally 15, and it is basically very painful to start warehousing.

The main index of warehouse stores is the membership base. Wumart has less than 20,000 members, the annual fee is 150 yuan, and the annual income is only 3 million. There is no effective hedging at all. It is impossible to increase the number of members without reducing the gross profit.

In this case, it is impossible for Wumart Shangjia member store to have any performance. I believe that Wumart executives can't turn a blind eye to this situation. The problem is that they may not be able to turn things around immediately. In order to save the Wumart Shangjia member store, even more fresh choices were designated to choose Wumart Shangjia as the purchaser.

Poor procurement, plus negative news of various fake promotions, and so on. Wumart's tolerance is getting smaller and smaller, and even the Spring Festival can't wait. On the 10th day of the first lunar month, that is, February of 17, the procurement personnel were detained in criminal detention. Nine people were fired in April, the cleaning of procurement is deepening, and public exposure is showing the determination of management. As for how far this battle can go in the end, it depends on the determination of the boss.

Many companies are dragged down by purchasing, but few really dare to start with purchasing. Of course, purchasing is not natural greed, and a reasonable benefit distribution mechanism is more important. When the boss has the ability, let his employees lick the bowls more. Employees work only to make money, and in order to make their lives better, they don't get reasonable labor remuneration, or they leave their jobs because of insufficient money, or they eat inside and pick outside, and in the end they all suffer.