From a sharp downturn to the rapid rise of June, SO thin is undoubtedly become 2005 Beijing and indeed the national diet market most dazzling star, from the Chinese weight loss effort to conquer the beauty of Korea to the Beijing beauty when accused of Korea cosmetic law SO thin advertising results continuously refreshing slimming market in recent years a new record in Beijing, the amount of calls from 9 June the first edition of ad 280/day to 20 June 2nd Edition ad line soared to 580/day. Beijing headquarters delivery time, SO thin becomes each big Office lose weight young women indispensable spare pleasantly ... Following the first secret SO thin made to Beijing as the center of the national diet market success story!
2005, bloated lose weight market can create beautiful miracle?
Home nearly a decade of lasting weight loss with the combination of heat, the growing ranks of weight loss, from the initial fat people lose weight to thin people lose weight, weight-reducing heat has never been so China Heat lose weight market never shrink. But the market various weight loss product, new brand, new varieties such as frequent crossing of crucian carp, and various trendy gushing weight loss methods such as drugs, weight loss, weight loss, diet, weight loss, health, weight loss, sports equipment, etc is to lose weight. In 2003, the market for a variety of weight-loss products up to 1036, big heat cold into weight loss market unique scenery. Of course, many far-sighted enterprises, quality products, eager to go long line, aspires to become the Chinese diet brand, such as the great impression, Bristol students, qumei, Kang and longevity. But the market has become more and more difficult, has become the consensus of all large enterprises.
Advertising, market flood: lose weight market chaos is a always walking in the forefront of the market in China marketing, so that it is not because it uses how advanced and clever marketing tactics, but it always firmly grasp the Chinese consumers, especially female consumers get rich quick mentality, to take the testimony of hard promises, consumption, so that consumers have an authentic thrill and impulses of weight loss, and through ongoing advertising bombing of strengthening this information, the resulting "lie is repeated a thousand times it is truth" effect.
Consumption, rational utilitarianism: flooding in the advertising market of weight loss, after many years of frustration education, lose weight force start from rational emotional fanatic Steering: v26 lose weight-gain, Crystal 300 go high-end line of myth back to resurrection; all types of low quality cheap weight loss products at once was warmly acclaimed dramatic shrinkage after consumption, all kinds of negative accident exposure once again proved that cheap stuff is not good for unchanged truth; while represented by qumei, midrange market also survive in between; the weight loss market plain OASIS has been covered numerous thorns.
Collective aphasia, facing change: especially since 2004, Chinese medicines and health products advertising and related policy enforcement, more on advertising extremely dependent on the weight loss market collective aphasia. Originally a dynamic marketing tool, because of years of simple copy becomes a lack of new ideas, thus gradually lose their market presence and sales force.
Indications: lose weight market after early weight loss education, medium-term growth and development, maturity and even saturation. Plus the droves of 2005 medicines and supervision, so that people have to lose weight market difficult to hold 2005. "This is not likely to succeed in the market", seems to be a consensus.
SO thin: creating BI source second pillar of the strategy of
If you will lose weight market compared to the ecological environment, then the entire confusion wuza of diet ecological environment, any enterprise which suffers harm, or death or injury. In this process may seem big, strong and medium-sized enterprises once the infringement cannot be cleared in a timely manner, the result was thousands of miles of levees was destroyed to eliminate.
As a seven-year focus on health tea development and production of sales of well-known enterprises, Pitt students in lose weight fields have outstanding performance: kangli source weight loss tea rely on high-quality low-price strategies become important women lose weight; red dream weight loss tea, and other products is the earliest one batch has an export license for weight loss products, are exported to Southeast Asia. But Pitt students of disadvantages and advantages of the equally impressive: on the one hand, Bristol from existing factories — kangli source teas as always stick to the popular affordable routes, left a distinct mark on the low end, grade is not high; on the other hand, Pitt students although rich products, consumers know that they don't know the enterprise products, brand appeal, penetration force is not strong. Therefore, in 2005, the weight loss market juncture, Pitt students also face the dilemma of life. If you rely on old products maintain market, which will inevitably face the risk of being carved up constantly. The strategic upgrade to new products, enter new markets, competitive position, become the transfer bi students become passive to active inevitable choice. Based on the following four reasons, positioning in the young female students ■healthy bi slim slimming tea SO naturally assume that a historical responsibility:
First, SO thin is bi slim accumulation from seven years, from the selection to the technology to make the promotion has been called the Pitt students and even the weight loss market quality, strength and confidence booster enterprises take-off;
Second, SO thin is kangli source after enterprises clearly play Pitt students flag, relying exclusively on business products, senior students with PI as saying: "do SO thin is a lifetime thing", and Kang Li source of successful operation, have been SO thin and accumulated experience, standing on the shoulders of the former, SO thin should see farther, get more stable;
Third, in the weight loss market trends in order to survive the price war, SO thin HD in price (average price) is able to provide young women appropriate weight loss new choice, matching specific consumer group's specific needs to lose weight, resulting in functional weight loss market partitioning out exclusively SO skinny slimming market.
Fourth, at this stage to Pitt students, people can think of is the source, but Kang Li Kang Li source equal to the low end product of consumer impressions have Pitt students imperceptibly contusion of brand image. To SO thin as carrier, both sales and marketing, and more
New corporate brand image.
In 2005, the weight loss market Inflexion of the critical moment, SO thin line enterprise critical moment second takeoff of the important mission, to become the strategic pillars of products from Bristol.
Foot: 10 million u.s. dollars advertising SO thin?
In April, when the summer sun hasn't come as in previous years so fierce, SO skinny stretch our abilities in Beijing have already started posture: Beijing TV video advertising began to pull the day after day of high-end, build brand image; the Beijing journal "," Jinghua times, the boutique shopping "and began a large-scale ground raids baomei; and covering large Beijing buildings more TV ads is started and SO thin target consumers — 20 to 35-year-old fashion female zero distance contact; the prime locations of traffic signs advertising, outdoor advertising is up everywhere ... Office building in white-collar aggregation, random survey: up to 70% of 20 to 35-year-old white female know SO thin. Large-scale, capital-intensive, plural form of advertising bombing, SO thin as to lose weight market may, Beijing shining star. But nearly 10 million u.s. dollars advertising market has seen a missing, print advertisement is particularly weak.
They say that in the weight loss market is a hit out of the money market, why do advertising market, but little effect and why television, newspaper, Terminal do have done, that is, did not receive the expected results, and why most can bring sales, driving sales of print ads, is so great? ...
3 June, Pitt students SO tall and thin project team member Dr. century Everett.
Expert inquiry: is the advertisement, or a strategy?
Century Everett expert group attentively SO thin project description and SO thin flat display, on the definition of the problem SO thin by mere advertising questions, SO lean projects rise to policy issues. Why do so?
The product is concerned, there is no deep mining product value, lack of novelty, unable to stimulate consumption of enthusiasm.
First, the core product. Advertising in strongly emphasized SO thin is tea with security features of seems unnecessary, because the consumer consciousness, people already on the habitual way of tea included security product category.
Second, the lack of weight-based. SO thin by tea polyphenols to lose weight, in fact, green tea polyphenols applies not only to SO skinny, but applies to any tea as raw material, or in the form of tea for weight loss products, more personality in common.
Third, the therapeutic experience. Women lose weight is to grasp the short summer show impressive stature are eager to quickly receive the most up to effect; therefore, SO thin made lose weight faster than other products up to 20 times faster. But, SO thin but no actual effect, the effect of publicity experience on a generation too, it is difficult to let consumers produce condemnation of Lenovo, difficult to stimulate the impulse purchase.
For the purposes of the communication, SO thin lack and product market development stages combined programmes consistent with the media.
Television ads, print ads, advertisements, signs, advertising and other communication channels SO thin is used. As a new product, the use of such high-profile for criticism of the way, start to peers and consumer shows magnificent promotional powerhouses, shows the strength of enterprises and promote confidence. But as yet market awareness of products, the market starts early, consumers do not understand the product, the consumer needs is the reason, and print ads in the reasoning is not desirable for the role of strong, so be promote sales, formation spend memory of media and television advertising, building advertising, signs advertising, although easy to produce brand sense, but elusive consumer reasons and not as a communication backbone.
On policy, strategy, and the original uncertainty and do exist.
First, the policy is not clear. You are SO thin as to lose weight, in fact, the brand is SO thin that policy objectives, and for the development of "How can you step by step for the brand" SO thin itself did not think very clearly, more water.
Second, policy implementation. For example, SO thin hope to shape tailored specifically for young women's weight loss products such a feeling, but the lack of relevant communication, cannot let target population condemnation, confusing Pitt students other products (such as kangli source) and SO thin the distinction between consumers, significantly weakened the other product market share. Another example, SO thin start manufacturing a fashionable trend of weight loss, fit young woman consumer mentality, but they lack the appropriate image representative of trendy appeal, but rather on the product box cartoon more eye catching and can form the heart of the Visual effects.
SO lean strategy, advertising performance and dissemination of results, of course, there is a problem. If you simply just advertising solutions to advertisers, not the origin from the policy for a breakthrough, SO thin the next round will face, even if the effect of advertisement has improved is short and accidental. Therefore, the solution to the problem SO thin project, you must first solve SO thin policy issues.
Policy for Subversion: is in someone else's account, in standard or in your own rules to lead?
In the face of bi students great trust and confidence in business, we are confident the project will also feel the shoulders. But the more key pressing time, more needs to be sober.
Targeted: from target consumers, competitors start
"Knowing that victory" is definitely a modern commercial success of the second law. On the target consumer and competitor research is indispensable.
First of all, SO thin target consumer group. Research discovery, and SO thin product position consistent with the female and not what we imagined Super fat female, they were more moderate in size, have a good figure in itself, but in the beauty of the heart, driven by, the desire for a short summer show their hot figure, even if overweight is in 1 ~ 8 pounds around floating
。 They remain in the age of 20 to 35 years old, is at the stage of life, with gold relatively stable occupational income and impulsive consumption psychology, for all the charm of the female can add products and popular craze is full of interest.
Secondly, SO thin Beijing competitors, the absorption of oil-based, thousand Jia Li, gold thin MUI three products ranked 2005 Beijing lose weight market remained. Three in marketing practices have surprisingly similar: on the one hand, all along the "concept + mechanism + background" line of packaging products, such as suction oil-based to the concept of "rot", put forward the theory of intestinal oils adsorption and background from the United States; thousand Jia Li to Agency make losing weight as the core, rows of cells in fat theory and background of Japan. On the other hand, uses "advertising bombing + super hard commitments" means, a ruthless than a say.
In addition to traditional weight loss product, if only SO thin made superior concepts, theories and background, it remains in others determine industry standards in a fast one step, not completely supremacy.
The first discovery: lose weight before, during, and after three times of the
In this case, the industry out of the industry, its own set of rules of the game, can become a real winner. Along the way we found that more than ten years history of weight loss can be clearly divided into front, lose weight lose weight, losing weight in the last three times.
"To lose weight before age" refers to when women lose weight awareness has not yet been fully excitation of the period, this stage is mainly addressing the "why do I need to lose weight" of consumer questions, let consumers aware of obesity is harmful, thus willing to lose weight. The era of the "weight loss" in question is the product of the "good and bad" consumer questions, consumers had universal acceptance of the comparison, began to lose weight all the way to lose weight, the ratio of the effect. After weight loss, lose weight before the development of, all kinds of weight-loss accidents surfaced, the domestic market in the extreme weight loss seems to be saturated, has entered the unsaturated "lose weight", this time after time than is based on the weight loss effects of safe and reliable, the answer is "better and better".
While the opponent has not from weight loss carnage in times to come, SO in the wake of thin direct will battle to lose weight, let the opponents behind ahead killing each other, we direct harvest trophy in the rear.
Policies determine: four pillars of layers of progressive, perceptual and rational double line times
In losing weight in age, people concerned about weight loss results, only to find that losing weight after effects in fact than weight loss effects of more concern, rebound, insomnia, fatigue, decreased body weight loss syndrome disturbance such as weight loss. Therefore, weight loss after age, you should first make consumption of sight over the slimming effect. In other words, the weight loss product weight loss is nothing, this is it's basic functionality, it is important to weight loss after will give the human body have a negative effect, it is to lose weight after the era of evaluation criteria. Therefore, we have to lose weight at the core of the five deadly sins to native fat as features to herbal shoushenfa as tools to Korea hot as coat, common structures SO skinny slimming tea policy framework.
First, to lose weight five deadly sins as the core
In the past five years on the market of various drawbacks that weight loss, diarrhea, anorexia, "long-term insomnia, endocrine disorders, rapid rebound, immunity quick drop" is a typical weight loss syndrome. The Bible has ten deadly sins that we name it as "five deadly sins" of weight loss, as evidenced by: anorexia diarrhea leading to liver sausage, long-term Insomnia causes neurological disorders, endocrine disorders cause face wrinkle, quickly reducing Clausena lansium fast play repeatedly led to rapid aging, immunological decline tixu Hyperhidrosis sick.
Second, to native fat features specifically for 20 ~ 35-year-old female
The survey, we determine the 20 ~ 35-year-old woman is SO thin target consumer group, therefore, SO thin propaganda, we must let 20 ~ 35-year-old female produces a strong sense of identity. But how to make 20 ~ 35-year-old female identity? "we found that different age female fitness, weight loss products should be required. Therefore, for 20 ~ 35-year-old female fitness, we clearly pointed out the "native fat" concept.
Native fat is the main culprit causing obesity, 20 ~ 35-year-old form of fat for native fat. The original fat most active, most likely to be cleared. 35 years later, the gradual decline in the human body function, native fat cured difficult to clear, and rapidly produce more epiphytes fat ... In this way, the established weight loss, formation of target population consumer recognition.
Third, to herbal weight loss as a tool, a comprehensive solution to the "weight loss five deadly sins" and "native fat"
Lose weight on the front of the "five deadly sins," and "native fat" is equivalent to find problems, but also does not solve the problem. SO skinny slimming tea with its own characteristics, we put forward the "herbal shoushenfa" lose weight. SO thin featured a variety of kampo herbal extract, natural supercritical CO2 extraction technology, extract designed-to solve the magic of raw fat substances "native fat decomposition enzymes", and "native fat molecules" structure is very similar, can effectively penetrate deep fat fat layer wall, penetrating, will eventually be solidified native fat layer into fat excretion system passed out by, created a new "SO thin herbal shoushenfa", "lose weight effectively avoid the five deadly sins".
Fourth, to enterprise advantages driven product advantages Korean wave background to lead the fashion trend
Chinese consumers, especially female consumers, on foreign products have a strange preferences and choices, and that is why the previously mentioned Beijing remained as product weight loss market are wrap foreign background. But after many years of "international well-known brand" money after baptism, consumers on the enthusiasm of the yearning for international brands, not repeated invalid severe collective become practical.
In fact, the only consumer demand, regardless of the actual product, there is no solid support of marketing effectiveness
Practices in the consumer is becoming increasingly sophisticated, State supervision of the increasingly stringent background, the harder it gets.
Opportunities are not without. In the international background of the overall situation of widespread failures, but in Korea, China and Korea are bi slim tea from the earliest export country, this is the competitors do not have the real deal. Therefore, based on your situation SO thin, we use the reverse marketing approach, not packing nothing international background, but to highlight the company's seven years professional dedication and export advantage, stressed SO skinny slimming tea in Korea market performance, the enterprise advantage and product quality and consumers ' intrinsic organic combination of consumer psychology, and communication.
The above policy SO skinny slimming tea really hit the 20 ~ 35 women lose weight, and that they are sure that this is development specifically for young women's weight loss products, is going through Korea Belle slimming scientific safety inspection, thereby creating a strong impulse to purchase. Today, this strategy not only won the Pitt students top the unanimous endorsement of the, and withstood real knife real gun market.
Dissemination of Subversion: News marketing manufacturing fashion trend three media got constantly in Beijing
There are good policy without a good spread of useless, transmission choice is vital. Therefore, we recommend that enterprises are media combination to have transmitted power of the media to disseminate the contents of the active focus.
Media strategy focusing plane media
New products, consumers need most is consumption, plane media most appropriate consumer reasoning. Therefore, we recommend that enterprises weakened television media, outdoor media, the main attack plane, the enterprise was established journal, jingpin "," Jinghua times, it adds the Beijing evening news, the Beijing News the mainstream media such as Beijing. In the top three media effects exceed the expectations of enterprises, the enterprises to adopt our recommendations, append the two major newspapers after.
100 ~ 200 ~ 580 three media phone consultation of a long layoff
Telephone consultation is testing strategy and barometer of advertising effects. New strategy SO thin ads listing will show his irresistible uptrend, economic journal, jingpin "," Jinghua times volume of a phone consultation with a reported high.
The first wave: 9 June ~ 20 days SO thin the first edition of advertising telephone consultation of single reported top 200/day. June 9th, SO thin the first edition of the Chinese weight loss advertising effort to conquer the Korea beauty – new findings: Korea husband wife Kim housing accumulation "SO thin", in economic journal, mild water received phone 107. Subsequently the Jinghua times "telephone advisory capacity has never been less than 200, repeatedly hit record, 280 consultation the boutique shopping of telephone consultation also fluctuate at 110. Three reported increasing momentum of coal rendering.
The second wave: June 21, in continuous play of the first edition of ad 12 days later, the second edition of advertising to brand new style listing, telephone advisory capacity up to 580, doubling sales records. 9 a.m., Pitt students headquarters Chief contact century Everett, the phone tries to keep calm voice also cannot conceal pleasure: June 20, SO thin (2nd Edition)-textbook advertising the Beijing beauty cosmetic alleged leak from Korea in the Jinghua times published the day after telephone consultation of up to 580.
Ground Subversion: SO thin beauty story occupation this summer weight loss market commanding heights
SO successful transmission of thin ads corresponding to get the weight loss market of air, but had not yet achieved scale of sales, you need to follow up the ground Subversion, so that the whole market to boil up. Therefore, we take the grasp project, on the one hand and to the new policy-centric phone consultation and Terminal sales training; on the one hand and promotions, "SO thin herbal weight loss summer storm, Beijing beauty weight loss story" to call, SO thin blows "Korea fashion 5 days, year-round beauty card/fitness card large broadcasting, Miss SO thin image selection, building face to face slimming experience, buy three zenger", and a series of weight-loss crisis PR promotions, fully mobilize the enthusiasm of women lose weight, weight loss and fashion really will.
Beauty story on offense and direct contact with target consumers
From June 17 to 28, SO thin Belle mobilization initiative that will make consumers ' eyes, the activities include Beijing Chaoyang, Haidian, Dongcheng, Xicheng, Xuanwu, eight major urban areas, and over international trade building, building, Hailong building, the kaiwei vision Center, Sigma Tower, Sun Plaza, South building, Hewlett Packard, 35, office buildings. Through the direct target consumer group, on the one hand, the formation of a small group of sales on site; on the other hand, the rapid establishment of opinion leaders to deliver product information, establish products influence, stimulate and promote Terminal sales.
Beauty story interaction SO skinny slimming tea sales force long
With the beautiful story of the offense, and SO thin continuous pull of high-end advertising, Beijing women take the initiative to join the ranks of the beautiful story, the major drug stores, supermarkets are continually broke sales records, taste the sweet taste of consumers is the initiative to purchase the product, a spread by word of mouth, SO skinny slimming tea reputation, influence, continues to grow.
SO skinny freshman in pain: Pitt students brand, strategic upgrade of historical turning point
And SO the same thin Beijing is impressive, SO thin in Wuhan, Xi'an, Tianjin and other markets have achieved remarkable success. In the weight loss products have spread so Wuhan women weight loss becomes hemp wood Wuhan market, SO thin, three-year try to lose weight, jiangcheng women this mad on advertising directly hit the nail on the head, Wuhan women lose weight, on-site consultation telephones were gas atmosphere intensifies, drugstore Terminal every day busy ... Sleep was quickly wake-up of the market. SO thin after a month of adjustment and practice have mastered in Beijing and the national diet market initiative.
In fact, in the left hand price right
Hand promotion weight loss market, all types of weight loss products put on the killing of eight hundred thousand since loss of posture, Pitt students representative products: kangli source market share not only difficult to have a major breakthrough, but also be irrational collective erode. If you do not SO thin market breakthrough, Pitt students will surely fall 2005 lose weight market as a whole.
Therefore, for the 2005 overall Dim weight loss market, SO thin open a new success for the lack of vitality weight loss market has injected new vitality, exploration and witnessed a new road to success. For SO thin production enterprises-Pitt students, SO lean back and surprise lobby Pitt students from low to high end market green channel, laid the enterprises of a solid foundation. This fall, casualties of the imprisoned criminals healthcare marketing, is a bold breakthroughs and useful implications.
