White-collar women's brand single store daily sales of 1 million myths behind

101 million! This is an amazing daily sale of clothing brand single store.

On the last day of 2005, the senior ladies brand white-collar workers created a new sales myth in the history of Chinese clothing marketing at the Beijing Lufthansa Friendship Shopping Center.

This record set a new high for single-day sales of white-collar single stores. On December 31, 2005, the sales volume of white-collar Yansha stores was more than 300, and the most expensive product sold was a value of 138,000 yuan. The fur, and the highest record before this is October 28, 2004, which is also the sales of 480,000 sales made by Yansha Store.

When the reporter learned of this information, he immediately called the China National Business Information Center, an authoritative commercial statistics agency, and the Beijing Business Information Center, which is responsible for the sales statistics of the Beijing billion yuan mall, in an attempt to verify whether the single-store daily sales record of 1.01 million was correct. It has created a new high for Chinese clothing sales. However, at present, there is no monthly sales statistics for organizations that do not perform single-day sales statistics on apparel sales. White-collar workers have maintained the annual championship of Beijing women's clothing brand sales for several years.

According to a person in charge of clothing market monitoring throughout the Information Department of the China National Business Information Center, according to what she learned, the single largest daily sales of a single store were created by a well-known down apparel brand in Xidan Market in Beijing. A record of about 1 million, but it is not a single store sales, but also a number of brands under the brand joint promotion, including other related products except clothing. It is very rare for white-collar workers to sell clothes in only one store and reach such high sales.

According to relevant staff of the Lufthansa Friendship Shopping Department, white-collar workers can achieve such good sales. They are also happy because this is a marketing campaign created by shopping malls and brands to achieve a win-win goal. Although the mall itself has not conducted statistics on the highest sales of clothing brands on a single day, a business manager of the women's clothing department stated: "In the sales of clothing brands, this record is indeed very alarming."

It seems that the 1.01 million can only be a civil record that cannot be officially verified. However, this record can indeed be included in the history of Chinese clothing marketing. First, it was created by a Chinese brand; secondly, it did not carry out large-scale promotion and Let's go; once again, it was created in a single store in a department store, with no fake, real sales.

This is a well-targeted, low-cost, high-return public relations marketing campaign, with the Chinese-style “two to two”, which can be regarded as a smart business operation.

A successful marketing event is not accidental. Behind it, there must be a series of antecedents and consequences. Through many years of market accumulation and sales experience, white-collar workers have summed up a marketing model that suits them and is successfully applied in department stores.

Behind this 1.01 million sales volume, the white-collar planning theme is the new model marketing campaign of the 2005 static exhibition of fashion art design and the year-end appreciation of VIP customers.

Art + marketing force behind the sales myth

Self-help cocktail reception + white-collar SHEES designer Shen Jing Jing Jingjing winners + value gift + super five-star hotel-style service, which is white-collar on December 31, 2005 in Yansha shop for VIP design Marketing campaign pattern. Near the end of the year, a few discount clothing brands use this special schedule to organize some public relations activities to reward customers. The common form is to invite some celebrities to join in, arrange some performances and entertain drinks on site, promote New Products to old customers or Classic product.

At the same day when reporters visited the Yansha Mall at noon to host the event, the white-collar office had been arranged as a palace of costume art. Designer Sun Jing was selected in the award-winning series of Chinese International Fashion Week. To the door of the shop. Just entered the door, still a white-collar "shuai shopping guide," smiling and led me to go to the front desk to sign in, because as I signed the name, a New Year's gift will be offered - a SHEES sweater. Afterwards, you can enjoy delicious food and wine, and you can also visit the dresses displayed in the hall under the guidance of a handsome guy—of course, by the way, you can also let the white collar introduce new products.

I want to be a loyal customer with purchasing power. After accepting the gifts, enjoying the arts, and tasting the food, no matter the senses or the state of mind, the mood at this time must be very good. This induces the motive for the purchase. Their hearts are already Impressed. The number of VIP customers on the day was more than 200, and the actual sales volume was more than 300 products. In other words, after the customers enjoyed all of the white-collar offerings, purchases basically took place.

Successful marketing plans must be effectively implemented. The sale of products depends on people to perform. No one can only call marketing, not marketing. If the company’s top management personally works for you, how would you feel? On December 31, 2005, white-collar workers released a luxurious sales team: Chairman Miao Hongbing headed by several senior management personnel and major designers of white-collar workers to serve customers, which is also a sales force. victory.

Of course, marketing must also pay attention to details. The reporter did not stay at the scene for a long time, but he noticed a detail: On the chocolate that white-collar workers offer to customers, there is a clear white-collar English mark: an uppercase W.

This perfect marketing has been foreshadowed. In the invitation letter received by the customer, he stated that “you can bring a friend with you.” The old customer brings in new customers. This is the highlight of this marketing.

The Incompetibility of Innovative "White Collar Model"

The innovation of marketing model, as the source of creating sustainable competitive advantage and customer value, is often more important than product innovation. Marketing innovation, internationalization and market-oriented marketing innovation model is the way to lead the future apparel brand.

The reason why this white-collar marketing campaign has its uniqueness and innovation lies in the use of the “Experience Economy” framework that has become so popular around the world that it has adopted a variety of marketing tools, including word-of-mouth marketing, emotional-experience marketing, club marketing, and event marketing. It integrates business, art, promotion, and reception in various forms, for the first time in an open public sales space such as a shopping mall.

White-collar workers have always been ahead of others in the marketing model. Two years ago, the advanced theory of the experience economy was introduced, and the emotional experience is another extension of the experience-based economic framework. Refers to subjective feelings, perceptions, or awareness of emotional states. In the true sense of customer satisfaction, companies provide customers with products, services, and contact points to create a special, strong, highly involved, highly subjective emotional experience, thereby attracting customers to return to being purchased and consumed on the service platform. The emotional experience is the process of experiencing. The key to customer satisfaction is that the more intense, positive, and positive emotional experience, the more customers will continue to come back for consumption.

The American Marketing Society's manual defines customer satisfaction as: Satisfaction = Expectation - Result. That is, the level of satisfaction that the final performance of the products and services provided by the company meets the expectations and requirements of the customers.

“We expected this event to be a commercial success, but we couldn’t expect such a huge success. The company also did not expect that the more than 200 VIP customers attending the exhibition must have an overjoyed value experience. A well-known women's brand, behind the brand, is more of the life philosophy advocated and the lifestyle advocated," the white-collar company evaluated the event.

Word of mouth marketing is the goal of marketing, traditional marketing is the marketing approach. "Let others say good" is the core. The power of verbal communication can “community”, and similarly, a good word of mouth can also be used to “make money”. But a key premise is that the content provided by the company is credible.

Looking back at a series of large-scale white-collar activities in 2005, all around the core customer base and the two main lines of art, whether it is to move the 11th anniversary celebration to the Capital Theatre, VIP customers to appreciate human art drama, or in China International Shows on fashion week, invitations were made into VIP cards, these activities are the carrier of word-of-mouth marketing. “Let others say good” is the core of word-of-mouth marketing. Each successful event will be held in the white-collar VIP customers. Spread out, and this small-scale, effective dissemination of credibility is the most powerful weapon that can eventually be turned into profit.

The close cooperation between white-collar workers and Yansha Mall is also a foundation for success. According to Yansha Mall's marketing staff, Yansha Mall has a deep understanding of its customer positioning. Because it targets high-end customers, it never takes discounts and extends business hours, so it usually adopts cultural marketing. The only means was to engage in some carnival activities for VIP customers during the anniversary, such as the “Sino-French Cultural Year” campaign in 2004 and the “Italian Life Festival” in 2005, and achieved very good commercial returns. “This white-collar campaign coincides with the consistent marketing model of Lufthansa Shopping Mall. This appeal is based on the long-term cooperation and understanding between the two parties and once again validated the power of cultural marketing.”

All previous preparations and brewing, on December 31, 2005, made the white-collar workers achieve a sales blowout. It can be said that this was a long-planned success.