I think in the fashion industry, if you can only pick the most famous bird, it is Archaeopteryx.
Nature's Archaeopteryx, possessing 1500 million years of history. The Archaeopteryx of the fashion industry has just turned 36 years old.
But since ancient times, heroes have been teenagers, and such a young bird has now become the number one "gold worshipper" in the fashion industry with an annual income of more than 1 billion US dollars. In February this year, Arc'teryx boosted its parent company, Amalfen Sports, to land on the New York Stock Exchange at a valuation of 46.6 billion yuan.
Why is Archaeopteryx successful? Why does the middle class value this bird so much? A series of questions, enough of which have been discussed. But I think there's another key to its success: don't treat your customers too seriously.
This is a bit counter-intuitive at first glance.
In the outdoor field where Archaeopteryx is located, there are many brands, the involution is fierce, and the customer is not regarded as a customer? Doesn't that make you feel uncomfortable?
Actually, Archaeopteryx really did thatThe secret is a few words: go your own way, be peddlerical, lead the customer, and be arrogant in marketing.
Many veteran fans who have been in the pit for more than 10 years have been disappointed in recent years. In the last two years, they believe, the taste of Archaeopteryx has changed.
They believe that in the past, in addition to showing a yearning for nature, the former Archaeopteryx also had a kind of unruly and maverick that did not follow the trend of big names. But now it has changed, and the bird itself has become a fashion, moreover,It's not that kind of high-end fashion, but "earthy" &"hovey", plus "arrogant".Buying birds, many times just to show that they have money, is really a great harm to the old fans of birds.
In fact, the most paradoxical thing is here, it is this kind of local tyrant, this kind of arrogance-Let yourself be arrogant to your customers, and even more so to make your customers who use your brand arrogant to your audience, to achieve today's rapid expansion, soaring Archaeopteryx.
In China, if there are a million people who are willing to show themselves as mavericks, then there are at least 100 million people who are willing to show that they are rich.
The secret of Archaeopteryx is to capture the user's "search for differentiation" mentality, especially"Showcasing Wealth Differentiation".to create a user group of "wealth grading, automatic repurchase, and automatic fission". In the eyes of Archaeopteryx, just by pleasing customers, this business is not big, and the feeling of giving customers is also very low. Customers will think: You are the top fashionista, you won't be so bad, do you still need to please me? I should be pleasing you.
So what to do?
Archaeopteryx tells us that we must always remember to sell "isms" and ideas in the first place.
What clothes are the best medical aesthetics for men?
If you don't have an "outdoor Hermes", how can you stand up to your rich, idle and tasteful personality?
What clothes to wear to take a photo with the snowy mountain meadow is the traffic password of the Internet?
On these issues, Arc'teryx has now reached a consensus with its customers: when they wear the most expensive clothes, they will choose Arc'teryx first.
You have to let everyone know that this thing is expensive, and its high value can play the greatest role. So is arrogance.
If they have a strong consensus on these ideas, then they will voluntarily spread them and influence more people.
Therefore, for many bird fans, especially those who are new to the pit, Archaeopteryx has become a belief:
What the bird recognizes, the customer recognizes;
What the bird opposes, the customer opposes;
What the bird pursues, the customer pursues;
Chip Wilson, the founder of lululemon, once called these customers posers, or posers, or more precisely, people who admired the brand and wanted to use the brand symbol to achieve identity statement.
In order to increase the value and make ordinary people have a gap, Archaeopteryx will strive to create an identity and group advantage for potential consumers.
With the blessing of this advantage, the bird's business is the customer's business; Bird's product is the customer's product ......Treating the customer as God, and what the customer says is right, this marketing concept has been out.
If the customers are all right, why do you need a fashion big V like Arc'teryx? The essential value of business is not an intermediary, let alone a porter, but should be "a gatekeeper for users".Guiding correct consumption and providing users with professional shopping guide services is Arc'teryx's more essential and in-depth thinking about business.