2016-12-12 16:50
Qin Yongnan: direct integration into the experience economy is the trend of the times
[direct reporting network Beijing on December 12th news] (direct world) "Internet plus" era, when the online consumer will let the store disappear "point of view when rampant, there is a well-known brand founder said: online customers have encountered bottlenecks to increase.
In fact, some economists have predicted that the economic pattern experienced after the agricultural economy, industrial economy and service economy, the future is likely to experience the economy this new economic form.
Experience is a direct source to experience it is to recover the original simplicity
As a direct marketing model has special vitality and creativity, originally contain experience economy gene, so the direct selling industry to experience economy into not only earlier than some of the traditional industries, and is a more natural process. At present, the direct marketing enterprise expansion experience stores, upgrade experience center has become a new trend, the experience of the economy will also bring a new field of development direction of the direct selling industry.
Explore the impact of the direct development of the experience economy, the first to trace the source of direct sales.
Although the rise of the experience of the museum is a new trend and form for other industries, but it comes with experience factors of direct sales, experience is the source of direct sales, it is the premise and foundation to share.
Specifically, in the sharing economy, sharing is to get non possession, share to share is for its own product experience, sharing economy is based on people's trust, in order to achieve the lowest cost by optimizing the economic form, the process and the allocation of resources, can be said that experience is the premise of share also, or that experience is the foundation of sharing behavior.
Through the feedback of the market situation, direct selling enterprises to experience center, practical help to business marketing, because the enterprise is not only to provide "simple free service", it is the experience together throughout the marketing activities. From the direct selling companies used in the field of experience economy in practice can be seen, a lot of experience center based on determining the theme and brand image, through the field of sensory stimulation, less negative impression, the tangible or intangible souvenirs, emphasize brand communication value.
Light experience and heavy experience
From the way of experiential behavior analysis, the experience can be divided into two parts, that is, light experience and heavy experience. From the commercial form, the micro business, the electricity providers to show the experience and share for the light experience, and the physical store is the main experience, such as experience stores, experience centers, experience centers. Of course, there are some light in the physical store experience, such as apple store and experience center in the light service area.
In theory, the judgment standard is to experience the severity of its sales of products is the complexity of consumer products for boundaries (complex consumer behavior is only through learning to understand and are familiar with and master the whole process from purchase to use behavior, and the complex behaviors of the sales of the product for the complexity of consumer products).
In the direct sales market, R & D, production direct marketing products to "complex consumer products", so direct mainstream product is heavy experience products; at the same time, the complexity of consumer products is related to people's daily life and new products, and have some new technical content, when it is new technology promotion. This knowledge has become the common sense, the use of the product to achieve a simple and convenient standard, the product will be transformed by the complexity of products for simple products, so the complexity of products have a certain periodicity. The complexity of the consumer product cycle allows the product to experience a cycle of heavy.
The complexity of consumer product development, production and sales of direct selling industry, experience is not only its essence, but also has a vital role in the development of direct selling industry.
Direct enterprises to experience the first landing
From the development history of China's direct selling industry can be learned that the experience is accompanied by the transformation process of direct marketing and continuous integration of the development process, in which the direct marketing companies to experience a lot of useful exploration. For example, in 1998 some of the direct selling companies forced to transition to the store, in the original product store chain, based on the gradual structure of the direct product experience marketing center.
At present, although the market is a lot of direct selling enterprises Branch, experience, marketing center in doing a lot of cross work, both administrative, service, marketing functions. Real in the match consumer demand, communication "direct selling new" value of the experience function, in the industry innovation on the road has been gradually emphasized.
It is worth noting that, at present some direct marketing companies quietly layout of large experience center, Amway, unlimited, midvein, the right to health, health beauty, life, Herbalife, God of the sun, Yan Di, the new times, as new Luomai, direct selling companies have layout line store experience, among them, Amway has been in Beijing, Shanghai, Shenzhen Chengdu, Taiwan, Xuzhou and even built a large museum. According to incomplete statistics, in the direct selling market, Amway Museum, three yufangtang Health Museum, Herbalife brand experience center, Kang beauty and wisdom of life experience, such as the new health museum, Vorwerk product experience center, Dong'e Jiao Health Museum, midrib ecologists, Quanjian Fire Museum, the sun god pearl moxibustion health shop Yan Di, the health management center, the image of AVON experience shop 12 direct selling companies experience has shown a good momentum of development.
Experience center and traditional store, service outlets of the difference and value
Experience stores and stores, service outlets, the biggest difference is that more emphasis on experience and deeper level of service and corporate culture, brand culture, heritage and promotion. Experience Pavilion (Experience Center) will carry on the user's technical services, experience services, after-sales service, consulting services, and bearing the heritage and promotion of cultural heritage, it's function is far greater than the store's function.
The difference between stores and experience, before Amway set up shop experience, American company Amway President De Devos made his answer, which we now hope to use now physical facilities make a change, because we also hope that the store is not only a trading, trading places, and more important is to let people get a sense of place. Amway experience center in addition to carrying technology, consulting, service and other services at the same time, but also carrying the "home" culture and other content.
In the recent concern is "raise" experience store, is through the "seeking support" interactive games, puzzles and other entertainment solar term to allow visitors to understand Chinese herbal medicine and health characteristics. The establishment of the museum to the consumer experience in herbal medicine nursed back to fundamentally improve the immunity of the body, the mystery.
Midrib "ecoh" is the ecological technology and ecological culture and new family life style and culture combine to people with the new "home" experience; at the same time, midrib and Tsinghua University research team combining technical services, service experience, customer service services, consulting services, midvein brand culture and the value of ecological civilization into the consumer's home.
When consumers in the midrib "ecoh" environment, can experience the vitality of the normal family life: also can breathe the fresh air in the home, drink pure water and eat nutritious health food with high quality healthy sleep, from a floor tile to live in the house, from home appliances to the basic necessities of life are, intelligence, health, environmental protection, for the whole family to ease the use of the product. Midrib "ecoh" healthy life in front of us, not only to the pursuit of health by eating health care products, use of health appliances, but will be fully integrated into the healthy life.
Fire is the technical content of the right to health museum will have Chinese medicine products and fire treatment technology, and the formation of independent intellectual property brand fire technical standards. In the process of technical services through professional training of professional personnel in the Chinese health care through the concept of consumer experience is verified, so as to guide consumers to resonate on the right to health product value and brand value.
In short, although the museum experience are different, but the "priority among priorities experience" as each enterprise that, regardless of product quality, brand concept, corporate culture, technology or service, which are to some extent strengthen the relationship between enterprises and consumers, the sales will naturally come, therefore the value of experience in all aspects of the center is much higher than the store and service shop.
Development prospects of the huge experience of the economy or promote direct marketing shuffle
Under the prevailing conditions of electricity providers, micro business, physical store sales and online sales compared to the biggest disadvantage lies in the cost and convenience. Now, let the store experience rise, store experience has its own advantages, such as the new technology of product experience, customized and personalized service experience and other advantages, have become the store counter attack, and store experience these advantages prominent, bring better service for consumers, will also be in contact promote the store's performance growth.
The future is the experience economy may be a period of great development, experience economy occupies an important position in the industry, the establishment of enterprise experience center, will optimize the "service based direct person to person", enhance direct product value recognition, as a communication bridge between the enterprise culture and the audience, the experience economy will eventually become the enterprise marketing and Jack new field.
Derivative is a light and electricity supplier service, therefore, the derivative and the electricity supplier and the experience and the experience of the service hall of the two do not conflict, can spread in the other, in the complex marketing system of direct selling companies in the Internet and mobile internet terminal end and online mall to experience light products, online sales experience; experience in the center stores, experience products, online sales, therefore, the direct selling enterprises, distinguish the product characteristics is very important.
Direct + is to explore direct selling companies in the inclusive growth in the process of transformation of the road, including composite marketing system: direct + experience + Internet + mobile terminal Internet plus service + + micro element taking elements of direct selling enterprises in inclusive growth process to further explore the complex marketing system more characteristic.
Experience as a direct source, it is for businesses, who make innovation in the use of the experience of business forms at the same time, find out and find suitable for their own products, and to make product innovation, service innovation model, who will gain the initiative in the market. And in the long run, the experience of the economy will promote the direct selling industry a natural reshuffle, changing the structure of the direct selling enterprises to the market share.
Qin Yongnan: China invited director of economic reform, Chinese economic system reform research institute, the original management of scientific research China industry research group leader; marketing research and Specialized Committee China expert member of World Trade Organization, now led by the status and trend of research Chinese direct selling industry.
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