In today's retailing, what is most lacking is the word "trust", and some enterprises even seriously lack the "three trusts": self-confidence, other trust, and mutual trust. The reason why Fat Donglai do well, I think it is also a "letter" word, Yu Donglai have confidence, employees and consumers have "his faith", each other have "mutual trust", the letter Fat Donglai the brand. The brand, in the final analysis is the letter of fat Donglai's "brand promise".
Some brands, consumers have also been convinced, but believe in the letter on the unbelief. Why?
Because the brand does not keep the original intention, and even treachery, to brand to cheat, cheat consumers, breach of trust in consumers, the result can only be abandoned by consumers.
By this time, still unrepentant, still go to fool consumers, and ultimately, the beautiful and beautiful "brand story" all turned into a miserable "brand accident".
Some people say: brand is the result. I thought: brand is the beginning, is the original starting point. Through the cumulative cultivation, the added value of the brand is getting thicker and thicker. Retail show learns that the value of the brand is first of all for consumers, and does not mean that the enterprise can get a bigger profit from the brand. For both sides of the transaction, the basic value of the brand lies in the "trust" to save transaction costs, if the enterprise abuses the "trust", the brand's tricks will eventually be pierced by consumers. This is the root cause of "brand storytelling gone wrong". His body is correct, not order and act; his body is not correct, although the order does not follow. To adhere to the brand is to abide by the right.
Therefore, I believe that learning from Fat Donglai is to learn to "keep the right".
Enterprises need to change with demand, but some consumer demand, can not follow. Now the consumer is "both want, and want", but businessmen to cater for this kind of demand without commercial logic, and ultimately there will be no "trousers".
Retail show learns that discounting has become the industry's consensus, but many companies will fall into the discounting trap and perish. Meiji Yushin is the opposite, from "discounting" to "branding" enhancement, I think this effort is worthy of deep thought, but also the results of perspective consumers. As long as the goods are distinctive, useful and decent, even if they are a little more expensive than the original, they are still cheap compared to other brands. What's more: in the age of consumer downgrading, consumers are willing to spend a little extra to buy themselves a good mood.
The inherent impression retailers give to consumers can be multi-dimensional, such as good quality, cheap price, good experience, good service, easy communication, and so on. It is enough for each retailer to focus on 1 or 2 dimensions, and if there are 3 dimensions that make consumers happy, then it is a god-like existence. Branding not only achieves a balance of multiple dimensions, but also makes consumers feel satisfied beyond their expectations. I think Fat Donglai seems to be in this benign, good cycle right now. Without arrogance and impatience, if we sit on the ground, stick to the right path and serve people's livelihoods, we will be able to go better and farther.
Retail show learns that retailers must pay attention to two things: first, to capture a certain point of consumer demand and provide value to consumers. Secondly, they should change with the needs, but they should not confuse or confuse the consumers. If you change things around and end up making the consumer "not know who you are and what you are", you will have lost all your efforts.
Source: 联商网