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** 007 of the brand world
Author 007 of the brand world
With the cold wave coming menacingly, the domestic down jacket** has soared all the way, which has begun to make people a little prohibitive.
In November 23, the news of the down jacket brand Skypeople "7,000 yuan down jacket assassin" of Ape Counseling became popular all over the Internet.
At the same time, Bosideng, the representative brand of "medium and low-end" down jackets favored by the middle class, has also begun to transform into a high-end brand with the changes in the market and the continuous upgrading of consumer demand, and the average price has also come to 1,600 yuan.
Canada goose was born with a "golden spoon", and the blessing of foreign high-end brands has reached 10,000 yuan.
Recently, a news about the profit of Fat Donglai's down jacket is only three cents instantly aroused widespread attention, and also attracted many netizens' questions and speculations, thinking that it was a gimmick.
In this era of "brand assassins", Fat Donglai did the opposite, earning only 3 wool for a single piece, which instantly brought a "breakthrough" to the high ** of this down jacket.
Source: Weibo 01
Fat Donglai's warm-hearted corporate culture
This time, Fat Donglai's concession is the embodiment of Fat Donglai's warm-hearted corporate culture, giving the public an attitude towards the product, so that everyone can buy their own "cost-effective" goods.
In fact, not only can you see the heart-warming scene of Fat Donglai making profits on the goods, but the warm-hearted culture has become a signboard in Fat Donglai.
Recently, the employees of Fat Donglai Supermarket in Xuchang, Henan Province swept away the snow for customers at the door, and this heartwarming scene also attracted widespread attention on social **.
Fat Donglai staff explained that the snow clearing service is mainly for the convenience of customers.
In order to ensure that customers can enjoy a more comfortable environment in the supermarket in cold weather, the staff will specially remove the snow from the customers at the entrance of the supermarket.
Even if it's icy and snowy outside, customers can feel the warmth and convenience the moment they enter the supermarket.
In addition, there are also staff at the store where there is a parking lot and cars can be stored in Fat Donglai, and there are staff who use blowers to remove snow from cars and cover the trams with raincoats.
Source: At the entrance of the Weibo supermarket, Fat Donglai not only set up a temporary pet storage place with a pergola and a water dispenser for customers, but even set up a love station for passing sanitation workers, which can provide boiling water and warm water 24 hours a day.
In addition, the supermarket is also equipped with a free e-sports area, as well as a mother and baby area. Here, even the wipes for babies are heated at a constant temperature.
After watching Fat Donglai's heart-warming operations, netizens shouted enviously when they would be able to drive to their own city.
Source: Weibo screenshot.
At the same time, Fat Donglai insists on implementing "return if you are not satisfied" and "Fat Donglai shopping happily". Some people say that corporate culture is the soul of an enterprise.
The corporate culture of Fat Donglai is "people-oriented".
The core idea of Fat Donglai's corporate culture is "people-oriented". However, this "person" means much more than just serving customers.
It also covers every employee who dedicates to the company, even those sanitation workers and delivery workers who work hard around the supermarket.
Working in such a company greatly improves the happiness and sense of belonging of employees. I have to say that this kind of humanistic care is really amazing, and it can make people feel like "no regrets in this life into the fat east"!
Even Jack Ma and Lei Jun have praised it, with Jack Ma calling it "a flag of Chinese enterprises" and Lei Jun calling it "the god-like existence of China's retail industry". 02Take the experience difference as an advantageGain a foothold in the early stages
In the early 2000s, Henan's retail market faced fierce competition from giants such as Dennis, Carrefour, and Century Lianhua.
Therefore, Fat Donglai not only regards itself as a retail industry, but also regards itself as a service industry, insisting on "customer-oriented". There are 7 types of shopping carts designed, and which shopping carts are suitable for different groups of people are also specially marked.
Source: There is a magnifying glass on the network seasoning shelf to help you find spices, there are gloves on the side of the freezer to keep warm, and the ** on the wall is called "out of stock registration", what is missing will make up for you.
Try on slippers? Disposable shoe covers are here. What is the color of the banana? Look at the banana color card and choose the best taste! There is a label next to the things sold by the pound that tells you how much there is in a pound. The waiter in the store most often says: "I'll take you there", and it can only be said that the experience differentiation of Fat Donglai's "retail + service" guarantees that you will return satisfied!
Brand experience is the most intuitive experience, and it is also the fastest way to better differentiate your brand. The reason why "Haidilao" can gain a foothold in front of the public is that it is famous for its thoughtful and comprehensive service.
Ramen Show", "Haidilao Birthday Party", "Changing Face", who would have thought that there would be so many "flower work" while waiting for the meal?
Many supermarket companies are still only pursuing immediate profits, and generally lack a deep understanding and care for consumers, which makes supermarket companies lose a large number of customers invisibly.
When other supermarkets regard themselves as "retail", Fat Donglai adopts the concept of "retail + service industry" to make himself stand out. 03"Packaging" brand value,Localization has become a feature
Fat Donglai also has a very special point, that is, it only conducts business in Henan.
When enterprises are pursuing globalization and diversification, they hope that their own brands can go further and further, and the development situation is becoming more and more diverse.
Fat Donglai is still "diligently" in his own "one acre and three points of land" to manage his own brand.
What is sold is corporate culture, and what is sold is brand belief. Although even the gate of Henan has not taken a step, as the "most bullish supermarket in China" with super popularity and perfect personality, bloggers are coming one after another.
Punching in Fat Donglai is almost a must-have traffic password for bloggers. At station B, "Female Fat Fat", "Hua Er Strange", "Aloe Vera Round", "Prosperity on the Field", "Off Work Weilong" and other "up masters" have all made relevant topics to check in Fat Donglai, and there is no doubt that the number of ** has exceeded one million times.
Source: Screenshot of station b For brands, by effectively capturing the needs and curiosity of young users for local culture, with the help of a wave of traffic publicity of "Internet celebrities" and "big V", it can not only enhance the overall user's awareness of the brand, but also help Fat Donglai expand its brand influence.
In 2002, Fat Donglai Life Plaza was officially completed, and the sales volume reached as high as 500 million yuan in that year. In the same year, Dennis, a supermarket giant from Taiwan, also chose to settle in Xinxiang, and its annual sales have exceeded 10 billion.
But in less than a year, Dennis closed and moved. Since then, Century Hualian and Wal-Mart have also failed to survive. Nowadays, consumers are attracted by localized brands, which has become the embodiment of the influence of the entire brand of Fat Donglai.
According to Yu Donglai, the founder of Fat Donglai, mentioned in the minutes of the meeting, this year, Fat Donglai is estimated to have a revenue of more than 100 billion, a tax of 100 million, and a profit of 100 million.
The down jacket only earns 3 cents, and the merchant responds to let the profit ** be true, "Maybe people more or less think that there is "greasy" in it.
But looking at the overall situation, this is also Fat Donglai's insistence on considering customers and focusing on a cost-effective attitude.
After all, excluding the brand premium, who doesn't want to buy "cost-effective" in this rising ** war? Hotspot Engine Program