Good marketing planning can disseminate information accurately, uniquely, timely, effectively and economically to stimulate demand, guide consumption, promote sales, open up markets, and enable enterprises to obtain maximum economic and social benefits. This time we specially selected two innovative marketing strategies to share with readers.

1. Selling for rent to create a new path

1) Extension of breakthrough thinking

This is the planning plan I provided for a jewelry company. The goal at that time was to have an inventory of more than 100 million traditional jade products. At the same time, the company also hoped that I could design a strategic marketing model for them that could sustain development.

The so-called inventory refers to the many traditional jade jewelry that the business owner personally often goes to Myanmar, Yunnan and other places to process and shape stones. Most of them are high-end products with prices of only hundreds of thousands or millions. Due to the turmoil in the jade market in recent years, the boss wanted to cash in these products and then think about what to do next.

First of all, the jade jewelry in stock triggered my thinking: Is it because there is a problem in the company’s capital chain and the jade is urgently needed to be sold? Is it because the product is about to deteriorate and is it urgent to sell the product? Is it because the company is eager to sell it back? Funds to start a new business? After investigation and inquiry, it is obviously not the case! Since it is not the case, what is the reason why we must eliminate inventory?

Before the brainstorming started, I gave the following two main lines of thinking : 1. Under what circumstances do all high-end female customers like our jade products? 2. How to make the company profitable as quickly as possible? But there is still a big mountain in front of us, which is an inventory of more than 100 million.

My thinking continues to deepen: Aren’t we doing so many sales activities just to make profits and realize the flow of corporate capital chains? So, is there a way for companies to hold stocks for a long time? Jewelry and achieve ultra-high profit returns, but also allow customers who like it to have the ability to wear such beautiful and valuable jade jewelry?

I set the following question: How to make every customer interested in it? Can women who desire high-end jewelry get their wish? Then, we carried out regular logical thinking and creative brainstorming, but unfortunately, there was almost no breakthrough at the end of the day, and all the ideas that were born could not satisfy the problems I set.

I can only repeat the old trick and conduct "Emerald Escape" through lateral thinking, that is, let the thinking of all our project staff escape from the concept of jade and enter an unknown and unfamiliar field.

This time I arranged for four employees, each of them randomly reported a number, and then I arranged their four numbers in order, and then found the corresponding concept vocabulary. The concept that appeared this time The word is: rental house. From the first concept association of rental houses, such as messiness, solitude, loneliness, pornography, Internet access, working, and cheapness, we gradually entered the second level concepts of taxis, house rental companies, car rental companies, etc. Finally, we locked in We came up with a concept of "leasing", and then everyone became excited. They felt that the high-end nature of jadeite completely met the conditions for jewelry leasing. At the same time, the employees immediately found the video of the Hollywood romance blockbuster "Pretty Woman" from the Internet. We I saw the plot where the male protagonist rented a priceless top-quality necklace from a jeweler. This shows that in foreign countries, the jewelry rental industry has actually existed for a long time. This gave us a lot of confidence in our creativity.

After more than three hours of hard work, finally, a clear innovative clue emerged? Jewelry leasing marketing strategy.

2) Can jade jewelry be rented?

Real estate leasing, more than 80% of people in cities across the country rent houses, and rental agencies and rental websites are developing rapidly. As for car rental, there are currently more than 2,000 car rental companies in China, with more than 180,000 rental cars on the market and a turnover of 18 billion yuan. Home appliance rental, home appliance rental stores are dotted in every town, and home appliance rental websites and second-hand home appliances are developing in full swing. Rental of brand-name clothing, brand-name bag rental companies have been surging in the United States since 2004. Members can rent bags from brands such as COACH, GUCCI, and LV. Brand-name bag rental stores and websites have become a craze in European and American countries.

Leasing of top-end sports cars and high-end jewelry. In the booming luxury rental market in Western countries, many companies have launched high-end sports car and high-end jewelry leasing businesses and made a lot of money.

The rental of high-end jade jewelry can meet the requirements we put forward before creativity:

1. It can let more target customers know and like our products, so that they will There is no need to pay expensive prices or spend such a large amount of rational decision-making to purchase products. Instead, you only need to spend a certain rental price to enjoy the glory brought by high-end jade jewelry.

2. The purpose of the company to clear inventory is for capital turnover, so as to raise enough funds for corporate transformation, but now this new strategy has sold off the high-end jade inventory of the jewelry company. Rental has undergone a big change, and this change has brought the following benefits:

It is possible to flow funds and make profits without selling and shipping; secondly, when a customer wants to buy out the jewelry they like, it is still possible; This is because after leasing, the jade products in stock will have more opportunities to have direct contact with target customers, which will also bring obvious benefits to the final sales of the products and increase brand awareness.

This is really a good thing that achieves multiple things with one stone! Then I immediately started a whole set of strategic execution design around this idea.

First of all, we must create a fashionable brand name for this strategy. What kind of brand name can achieve the following purposes?

1. Make it clear to customers at a glance that we are Specializing in jewelry leasing;

2. Reflecting a high-end, fashionable, and international brand image;

3. The brand name is concise, easy to remember, and catchy.

4) Operation strategy of jade leasing

Brand name: purcool (register the English logo directly, transliterated as? Baoku?) Baoku is also homophonic with Baoku, that is The meaning of treasure house and treasure. At this time, Baoku's business is no longer limited to jade jewelry, but can also include diamonds, gold, gemstones and other high-end jewelry.

In order to highlight the high-end internationalization of the brand, we gave it the English name purcool. Pur is the prefix of "purple". Purple is a color that women like very much. Purple represents nobility, romance and mystery; Cool is the literal translation of cool, which means fashion and trend.

Brand positioning: the world’s top jewelry rental

Through high-end positioning, purcool’s unique position in the fashion jewelry industry is hinted at, laying the foundation for later development.

Target group: high-end fashion people (such as entertainment stars, hosts, celebrities, business leaders, etc.)

Although these people do not lack money, they do not see anything Good jewelry must be bought back. If you can spend a small amount of money to have expensive jewelry accompany you to attend some major social events and bring glory to yourself, I believe leasing will become the best choice for more celebrities and ladies. choose. Overseas, leasing top-quality jewelry has become a fashion. In the Hollywood movie "Pretty Woman", a rich man rents priceless jewelry from a famous jewelry store to his girlfriend to wear temporarily because he wants to take her to attend a grand event. .

Advertising slogan: Luxury is at your fingertips

This slogan implies to the target group that luxury is very close to them and at their fingertips. It echoes the target group and no longer needs to make such rational decisions when purchasing. Wear it however you want, whatever you want.

Product strategy: Combining the existing products of the jewelry company, the product lines that can be expanded are: diamond jewelry, gold jewelry, etc.; the jewelry company already has jade and gold, and can cooperate with diamond and gem dealers to expand jewelry. Market; later, you can also purchase diamonds, gems and other jewelry to enrich the rental items.

Cross-industry alliance provides customers with one-stop high-end leasing services. ?Baoku? cooperates with other high-end leasing industries to provide customers with one-stop high-end leasing services such as yachts, villas, luxury cars, top brand clothing, and top clubs (such as South Beauty), covering all customers in one place.

Channel strategy: Only one store will be opened in each city, mainly for customers to directly contact the brand and product functions; secondly, the location for leasing and return procedures; and thirdly, the function of brand communication.

In order to facilitate customers’ reservations and returns, we initially recommend cooperating with local commercial banks to set up jewelry leasing and return procedures at banks.

At the same time, the world's top jewelry rental website can also be established to comprehensively display all products on the Internet to attract the target group. The website can also accept rental reservations and rental procedures, and customers can go to the nearest jewelry store with online orders. Handle the rental and return procedures at the rental point.

In this way, a dense and nationwide jewelry leasing network was established.

Brand communication: mainly online advertising, supplemented by high-end fashion magazine advertising.

Through the power of celebrity endorsement, high-end jewelry rental is promoted as a fashionable behavior. For a woman, she can have endless high-end jewelry in her life, whether it is for major events, Or just for taking personal images, high-end jewelry can be by your side at any time to enhance your brilliance.

Brand value: Immediately join the top fashion circle, jump out of the jewelry category, and become a top fashion darling.

China’s fashion circle has not been as active as abroad. It mainly lacks fashion planners and platforms for celebrities and ladies to display. The birth of Baoku jewelry leasing has also given China’s fashion from another level. circle, adding luxury power. In terms of its industry attributes, the company has suddenly jumped from the original jewelry industry to the fashion industry, becoming one of China's fashion circles.

As far as corporate operating profits are concerned, the value of these jewelry itself is no longer important, because no matter what changes occur in the jade or jewelry market, the value of these jewelry itself has been increasing day by day, because this value increase is Because more and more leasing customers are providing, they are not passively waiting for the industry to grow. Of course, if the jewelry industry is really optimistic, then the company's jewelry will fully achieve a harvest of double benefits.

Other values: If Baoku’s customer base becomes stable, then these customer resources themselves are a wealth of the company. The company can completely increase the value of customer resources through cross-industry alliances, because the company can cooperate with Limousine rental companies, yacht rental companies, aircraft rental companies, etc. conduct horizontal cooperation to share customer resources and gain an additional profit growth point.

More importantly, it has added more opportunities for high-end female consumers to show off their charm, and the benefits are really obvious.

4) Postscript to the plan

After the whole set of ideas was finalized, and before I had it fully and carefully formed into a ppt presentation file, the customer gave me some advice while chatting with me on QQ He highly appreciated it and asked Baoku to design the logo directly, and registered the trademark as soon as possible.

This new jewelry marketing strategy, created through lateral thinking, has once again been highly praised by corporate customers, and I once again have a very satisfying sense of accomplishment.

2. The fashion transformation of traditional jade jewelry

In 2013, a client who specializes in jade jewelry asked me to provide them with a strategic marketing plan. I visited the jewelry store After the market, it was discovered that jade jewelry is a very traditional consumer market. Store retail hardly plays a big role, but private sales among acquaintances and friends are very successful. In other words, usually a person who wants to buy high-end jade jewelry will inevitably Through referrals from familiar friends, transactions can only be formed if there is enough trust in a relatively safe environment.

My findings were once again confirmed during an in-depth exchange with the business owner. He said that he alone can create about 100 million yuan in jade sales for the company a year, ranging from millions to the smallest. Product sales of tens of thousands.

My boss agrees very much with my judgment.

If the jade market continues like this, then jade will not be able to keep pace with diamonds and gold. Of course, we will not be able to design a set of diamond-like tasting standards for the jade market. This is what we have to do. The first big problem before us.

When it becomes difficult to find strategies in the traditional logical thinking mode, I like to lead employees to innovative explorations of lateral thinking. Since entering Jade Planning, our thinking has been filled with the shadow of Jade , I need a way to escape from jade and enter a distant concept that has nothing to do with jade.

Before the event started, I had already determined what we wanted to accomplish this time, which was to find a way to sell jade emotionally, instead of being so rational as we are now. In order to show the objectivity of this event, I found a set of arbitrary numbers by throwing dice, and then found the corresponding word through the order of the numbers: hairpins. The people I participated in the activity discussed the associations that hairpins give us. In the end, I extracted a concept from more than 300 vocabulary concepts: fashion. Hairpins are women’s daily hair care products, and in earlier times, women Using hairpins is a fashionable move. Then, we simply put fashion on the issue of selling jade emotionally, and finally formed the complete concept of "fashion jade".

Through the break of logical thinking, my planning ideas have avoided the traditional jade sales circle. Now I am thinking about how to make jade, a very traditional product, with fashionable features. And it is a product that can be sold perceptually in stores, because if this problem is not solved, then jade will always be a pet in a small circle and will never reach a large consumer market.

Strategic thinking: How can Carpenter Tan sell all over China with a small comb?

The concept of "fashion jade" created by lateral thinking, my thinking began For our logical argument, my logical starting point is Carpenter Tan, because Carpenter Tan transformed a comb used in daily life into rationality and sensibility.

A comb only costs a few yuan if purchased in the supermarket. So, why are people willing to pay dozens of times the price to buy from Carpenter Tan?

First of all, combs have cultural connotations. In ancient times in our country, giving a comb meant a lifelong personal commitment and wanting to grow old together with you. Giving a comb meant being entangled with the person for a lifetime, and it also meant tying your hair.

Secondly, the comb has a strong Chinese flavor and symbolizes Chinese culture to some extent.

Third, combs have health care effects. Combing hair can dredge meridians, activate blood circulation and remove blood stasis, improve scalp and intracranial nutrition, and has health-preserving effects.

Fourth, it has the symbolic meaning of auspicious blessings. The comb combs the hair, also called smooth hair. I wish you success, success, wealth and prosperity.

Fifth, combs are mostly made of wood, and wood is a medium that can express culture and art. Woodcut artwork itself has high collection value and cultural value.

The small comb carries so many rich connotations, which are the solid foundation for Carpenter Tan’s brand development. After carrying out a series of brand packaging, it was able to embark on the road of rapid expansion by relying on the chain store model.

Jade has higher cultural connotation and value than combs, and it also has space for carving and processing as well as health care functions. One of the biggest differences is that the price of combs is acquired, but jadeite is born with "noble status", and it also has the value of collection and appreciation; in addition, jadeite also has a decorative value that combs do not have. Combs can be given as gifts, but the recipient can only use them at home. Jade can be displayed to the outside world, so its sculpture value will be higher. It can be seen that jade is far higher than combs in terms of cultural value, aesthetic value, gift value, and collection value. As long as you find a suitable business model, you have every reason to surpass Carpenter Tan.

Based on this, we came up with a new marketing strategy that broke the traditional jadeite market, and thus changed the company’s original business model:

1. Brand name: ?Ai ?Ruyi?

With the word 爱 suffixed with a dot, connect the word ruyi, and the integration becomes 爱 ruyi. Love is the greatest spiritual pursuit of mankind, and it is also the source of all fashion. If love goes well, it means everything in life goes well. On the contrary, everything else goes well, but love is unsatisfactory, which actually means life is unsatisfactory.

It is more appropriate to use such an emotional word as a brand name. At the same time, jade and jade are usually carved into "ruyi" for appreciation, which is a kind of jade that symbolizes good luck.

2. Brand positioning: Fashionable Jade Art

First, it closely follows the fashion theme: the name is designed with the theme of "love" and closely follows the love complex between men and women. In line with current fashion gimmicks. This name has strong communication extension. Love is an eternal theme, and it is also the most fashionable culture for urban men and women at the moment. Regardless of movies, pop music, etc., all aspects cannot escape the theme of love. The emotions between men and women are always the hottest and most attractive topic in modern society.

The second is the communication point: the name incorporates the element of love, making it easier for us to find hype points and gimmicks in communication and promotion. Provides an excellent foundation for subsequent dissemination.

Third, the connotation highlights the brand: the connotation expressed by "love" and "ruyi" is highly consistent with the cultural value spread by jade. People pursue love, and their yearning for love is wishful thinking. Jade represents the heart and is also a wishful blessing. Its character is gentle and soft, which is integrated with its name.

The fourth is to fashion the traditional jade culture, which is actually a creative development of consumer culture. For example, if our jade products are always bracelets, Buddha statues, rings and pendants, they will be so old-fashioned and so popular. Jade is always popular among middle-aged and elderly people, but if the product can be designed in a fashionable manner, it can impress the young and fashionable people.

3. Advertising slogan: "As you wish, love will accompany you in life?"

Echoing fashion products with the theme of love is a kind of product that fully meets the inner needs and social performance of the target group, and can easily cause ** *Ming also hints at the target group of this physical product and the emotional connotation of the spiritual product.

4. Brand image: fashionable and beautiful women

The brand image of "Love" Ruyi must be consistent with the views, feelings and tone conveyed by the product name and advertising slogan. The name and slogan both reflect a kind of gentleness, softness and happiness. We recommend inviting Taiwan’s most beautiful woman, Lin Chi-ling, to be the brand spokesperson.

Lin Chiling’s image and temperament are like water, smart, gentle, delicate but still ladylike, eye-catching but not dazzling; her soul is clear but not frivolous, peaceful but not mediocre; simplicity embodies Noble and gorgeous; restrained with passion and unrestrainedness; classic with fashion and modernity, it is a model for oriental women. It is said that beauty is like jade, and she herself is like a piece of fine jade. Therefore, Lin Chiling's temperament is naturally compatible with jadeite. ?A wishful life is accompanied by love? This slogan is spoken in Lin Chiling's baby voice, which will surely convey the tone of our brand vividly!

In terms of competitive strategy, Lin Chiling once endorsed the Chow Tai Seng jewelry brand. In the public mind, a connection has been formed between the two. If our brand is endorsed by Lin Chiling, the public will definitely think that it is a brand as well-known as Zhou Taisheng. Leverage your strength and jump into the camp of well-known brands in an instant.

Of course, if it is too expensive to hire a celebrity to endorse, we can also try to use ordinary models. As long as the model’s appearance, personality and positioning match, there won’t be much of a problem.

5. Product strategy: Mainly use jadeite with medium and low raw materials, break the tradition of jadeite jewelry with Buddha statues, rings, bracelets, pendants, etc., and design some fashionable and beautiful small ornaments for currency, such as birthdays Commemorative chicken hearts, zodiac animals, desktop decorations and fashionable character statues, etc.; at the same time, we can provide customized services according to customer needs.

6. Price strategy: high-end goods within 100,000 yuan; mid-range goods within 50,000 yuan; low-end goods mainly between 5,000 yuan and 20,000 yuan.

The price strategy determines that the raw stone materials of Ai Ruyi are not restricted by high-end materials. In the jade market, it is well known that some old pit materials with good water quality are the most popular, but the supply is also the most restricted. , once the supply of goods is restricted, the scale effect of the enterprise will be limited.

7. Channel expansion: chain and franchise operations

The channel expansion of Ai Ruyi completely adopts the chain and franchise operation model, with jewelry companies operating 1 to 3 self-operated jewelry stores in Beijing in advance. Stores, the store area should be small and exquisite of 20 square meters. The profit model of a single store will be explored first, and then large-scale expansion will be carried out across the country.

Stores are opened in commercial districts: mainly in the city’s second commercial district, supplemented by the first and third commercial districts, with the core being convenience for consumers to purchase.

8. Sales strategy: 020 natural link

When designing the chain franchise channel strategy, I found that when there are Ai Ruyi franchise stores in various regions across the country, it will bring a With a dense sales network, Ai Ruyi’s online mall will allow consumers to place orders directly online. The sales performance of the online mall will belong to the franchisee with the delivery address. In other words, each physical store franchisee At the same time, I also have an online store that I can enjoy, which naturally caters to the Internet thinking and 020 model that have just become popular. This is really not intentional, but natural.

9. Brand communication: mainly fashion activities, no rigid advertising promotion

In order to carry out low-cost marketing and promotion, I designed a series of communication with online and offline interactive activities as the core plan.

A. Show off your stylish jewelry Ai Ruyi Weibo prize-winning activity

Activity format: Launch the event on Ai Ruyi Sina Enterprise Weibo and WeChat, Invite netizens to wear the most exquisite jewelry they think, take photos and upload them to Weibo and WeChat, and then @爱?Ruyi. We vote through Sina bloggers and WeChat, and the 20 most stylish jewelry with the highest votes will receive our love. ?Ruyi?Exquisite fashionable jade gift box.

B. My charm is my decision. Love Ruyi New Product Launch and Accessories Competition Awards Event

Event format: Hold a Love Ruyi New Product Launch, with models on the catwalk. The products are displayed in a form that fully demonstrates the unique temperament of the product. The winners of the "Fashion Jewelry Event" are invited to wear their most stylish jewelry to display the products, and are given "Love" Ruyi gift sets and the name of the designer is announced.

C. Soft articles to promote? All media cooperate with strong publicity

Our promotion system will use these mainstream websites as a position, and at the same time use all resources to spread the war to 100 websites such as Maopu and Tianya. Many popular comprehensive community websites and SNS websites maximize the news hot spots at each stage. In order to ensure the effectiveness of online communication, the team will also take advantage of all available opportunities to promote the cause through positive articles, case articles, and reporter interviews.

D. Looking for Ruyi Lover Love Ruyi Brand Spokesperson Recruitment and Selection Activity

Activity format: Launch a vote on Weibo and WeChat to allow consumers to choose their ideal Love Ruyi ?Image spokesperson, the spokesperson must be a couple or couple, and they must have a happy relationship or marriage. The celebrity with the highest votes in the end becomes the store's image spokesperson.

Of course, these online activities must be promoted when a certain number of national chain franchise stores are opened.

When this plan was submitted to the customer, the customer management present almost unanimously approved our planning ideas, because the "Love" strategy breaks the traditional investment strategy of opening a jewelry store with slow results. Disadvantages: Franchise owners only need to prepare a capital of 200,000 to own a physical store and an online store. In this way, investors who love Ruyi can attract individual investors to join, and the customer base suddenly increases. Investment It will be easier. The customer responded immediately and fully, and quickly formed a professional team to start the transformation operation of the enterprise.

At present, the project has solved the problem of mass production of jade products, and limited-time exploratory mini stores are also under intense preparation.