100 talk: Brand alliance is the antidote or poison?

China Coatings Network:
in the past various forms of brand alliances have emerged throughout the country. The cry is also a wave higher than a wave. There are indeed many brands that have benefited from this. This has led to the current situation of no market and no union.
this year, brands in order to play a beautiful open-door campaign for full sales, but also actively engaged in the brand alliance of the army. But the problems that followed began to come to light. The most immediate negative impact of various forms of alliance activity is that businesses are abducted by the campaign, resulting in the most serious consequences: no rush to sell.
how stores should respond to various alliance promotions. Will merchants who participate in alliance activities necessarily make money? The day's data for promotional blasting is generally "beautiful" but does not bring much profit.
there are two reasons:
1, blasting day is mainly selling special products, profit margins are small, so even if the sales volume is not profitable, not to mention the advertising costs of the early investment is not small.
2, it is precisely because of the characteristics of the promotional blasting of alliance activities, the early need for a storage period. Then, some time before the blasting day, it became a pre-dawn night, and it was particularly long and particularly dark. Has seriously affected the normal sales of stores.
The biggest reason is also: merchants on the core values of the alliance activities are not deep enough in place, mistakenly regard the alliance as a panacea, I do not know the significance of the alliance lies in the convergence of the advantages between brands, to maximize the value of customers, blasting is only the final form of alliance activities. It would be wrong to simply see the alliance as a blast.
don't know if you remember the group buying market a few years ago. At that time, the group purchase is like today's alliance in general, one night the fire on the north and south of the river, catering, entertainment industry is hot in the night. But the good times are not long, due to over-reliance on group buying led to no group purchase not sales phenomenon abounds. Just like today's leagues, if you're just treating them as a panacea, you're not far from crying.
brand alliance do that? The answer must be: do it. We can't waste food. But to do fine, do through, do comprehensive. The first point is to find out a basic idea: What customers are suitable for water storage blasting? The answer must be: not every customer is suitable for water storage and blasting.
customers who can sign up today have to let him go to the league in a few days? If customers can take it down in stores, why do they have to go out of the field? Know that as soon as a customer is out of your store, you have no way to get the customer. There is a good chance that he will be poached by other brand activities.
want to take advantage of the alliance activities without being restricted by the alliance activities should start from the following aspects:
first, the activity products should have a differentiated strategy. If the blasted products overlap with the best-selling items normally sold in the store, the customer must have bought them at the event site. Then don't lament that the stores were out of business a few days before the alliance event. Alliance blasting products should be some difference with the store's normal bestsellers, so as not to market to the store's normal sales.
second, grasp the intention of customers before blasting. Find a way for a customer who could have bought it normally to let him buy it first. Don't wait until the league explodes. There can be many ways to promote orders, such as gifts, discounts and so on.
third, do a good job of information management of unresolted customers. Most stores don't pay attention to customer information management, or pay attention to also do not do well. This piece is very important, the customer's information management includes the customer's age, gender, purchase intention, decoration progress, style, intention style, budget, key decision makers, customers especially concerned about points and so on. In the period before the explosion to follow up on customers, to prevent customers from being poached by other brands, and with this information can also be targeted to provide customers with advice and reference, improve the turnover rate.
fourth, do a good job after the explosion of customer information mining. Most people thought the blast was over. In fact, blasting is only a high tide part, and there are many more potential customers to dig.
can't dig all your customers clean up at once with any of these promotions. So after the blasting to do a good job of customer information sharing and mining. Analysis of these data, which customers have not yet purchased our products, which customers have only bought a part of the products, and other ancillary products can be recommended. Such targeted mining customer value, so that the value of the alliance is really our mining.