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How Can Watsons Thoroughly Understand Young Women?

2011/7/27 15:15:00 52

Watsons Young Women

In some downtown areas,

Watsons

"Each shop has an area of only a few hundred square meters, and its products are not more than 1000, but it is a mini Supermarket Based on scale.

However, in recent years, Watsons, the first store in the country to operate with the concept of "personal care", has expanded rapidly under the guidance of the three concepts of "health, beauty and happiness".


At present, it has more than 700 branches and over 11000 employees in more than 100 domestic cities, and has more than ten million members. It has further consolidated its position as the world's largest beauty care product retailer.

So what is the secret of Watsons's opening up?


Precise targeting

consumption

group


In the increasingly homogenized retail industry, the only way to win the market is to provide consumers with the right product choice and quality shopping experience.

The most important foundation for achieving all this is to accurately target consumer groups.


Watsons lock-in mainland China's target consumer group at 18 years old, 35 years old, monthly income of more than 2500 yuan of fashion women.

Why does it favor this group? Most of the older women have already had their own brand and lifestyle and are hard to make changes.


This group of people under the age of 40 is more challenging, more focused on personality and likes to experience quality and novelty products.

At the same time, it is also a group with the fastest growing income among women. It has a strong spending power. But usually it is tense, and it doesn't like shopping in big stores or big supermarkets. It's a comfortable shopping environment.

These consumer characteristics are very consistent with Watsons's product positioning.


Shaping the image of "experts"


Walk into Watsons, you will find that the feeling is not to enter a family.

Supermarket

It's a professional personal care shop. Why does it feel like this?


This is because, after precisely targeting the target consumer group, Watsons has put forward the professional service and marketing concept of "personal care".

The store not only provides a complete product line for personal care, but also displays in terms of cosmetics, cosmetics, skin care products, beauty products, hair care products, fashion products, and drugs, in order to facilitate customers to choose.


At the same time, Watsons has established a strong team of health consultants, including full-time pharmacists and vendors in sales promotion representatives, providing free skin care and other professional consultation.

We also set up information display rack in the store to display personal care, health care nutrition allocation and disease prevention and treatment methods.

In this way, consumers are easily impressed by a series of specialized buying and selling methods such as the atmosphere inside the shop, the quality of the salesperson, the display of goods and the issuance of data, so that the brand image of Watsons personal care experts is also popular.


Private brand strategy


At present, Watsons has more than 1200 brands including shower gel, shampoo and so on. Its sales share has reached 15%.

However, when the sales volume and category of the controllable product system reach a certain proportion, the right to speak in the channel will increase.


So, how does Watsons stabilize its own brand and develop its own brand? When its own products are developed, it has conducted in-depth market research to ensure the production of marketable products.

In addition, a "simulated shop" was set up to understand the sales trends and customer needs of various branches, and to identify the types of products developed.

This includes statistics of the most popular agency brand goods in the store, and then copies of the products that are similar to the sales agent.

It also includes meeting the specific needs of consumers and launching exclusive products with characteristics.


Watsons, for example, has developed a solo stick and heel sticker for many female consumers who have been wearing shoes with high heels. Even though these small items are insignificant in many people's eyes, they have gained fame in the industry.


Watsons's own products are not only well positioned, but also offer good promotions and preferential prices.

Compared with other brands in the market, Watsons's own products attract customers at prices less than two to 40% and fashionable fashion packaging. Before they enter the market, they should be tried by employees, and let employees publicize to consumers, so that employees can become the best spokesmen and be able to carry out effective marketing and word of mouth.


Systematic promotion


According to the Chinese people's "consumption is the absolute principle" consumption habits.

Watsons has implemented a promotional strategy of adding more than 1 yuan, "full line twenty percent off", "buy one get one" and so on to attract customers' attention.


In addition, Watsons pays more attention to consumer psychology research. For example, new and exciting activities are more attractive to white collar people with "petty bourgeois sentiment". Watsons has launched the "60 seconds crazy rush to buy". The raffle winner can sweep away the designated shelf products in the store, and the products that are available within 60 seconds belong to the winners.


In short, relying on the precise consumer positioning, professional services, cheap and cheap private brand products, professional and systematic sales promotion and a series of meticulous management measures, Watsons firmly grasped a large number of loyal customers, and effectively avoided the homogenization competition with retail centers such as shopping centers, large supermarkets, convenience stores, franchised stores and online stores, so as to effectively realize their own business characteristics.


 

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请给我们一个“中国梦”

  我曾反复讲要“藏富于民”。各位,请想想看我们的日子到底难在哪里?你知道吗?去年有人出了一个报告,说中国有1/3的GDP是隐性收入,数字高达9.26万亿。你能想象到的灰色收入可能都在里面。“夜总会小姐唱个歌也能创收好几倍”,我们是这么看问题的,你知道吗?各位想想看,一个社会如果成了这样,你不感到痛心吗?所以9.26万亿已经不是灰色收入的问题了,而是说整个社会在改变。