rely on accurate consumer group positioning, professional service, high quality and inexpensive brand products, professional and systematic promotion of a series of interlocking fine business initiatives, Watsons firmly caught a large number of loyal customers, and avoid the homogenization of competition and shopping malls, large supermarkets, convenience stores, specialty stores and shop etc. the retail form, it effectively realizes their own operating characteristics.
precise target consumer group
in the increasingly homogeneous competition in the retail industry, only to provide consumers with the right product selection and quality shopping experience in order to win the market. And the basis of all this is to achieve the right target consumer groups. Watsons will lock the target consumer groups in mainland China at the age of 35 years old, the monthly income of more than 2500 yuan in the fashion of women in. Why is it that the preference of this group of people who have a longer age of women have already had their own brand and lifestyle, it is difficult to make a change.
and under the age of 40, this group is challenging spirit, pay more attention to personality, like to experience the quality of new products. At the same time, it is the fastest growing income of women in a group, there is a strong spending power, but usually tense time, do not like to go shopping or supermarket shopping, the pursuit of a comfortable shopping environment. These consumer characteristics are consistent with Watsons’s product positioning.
shape "expert" image
into Watsons, you will find that the feeling is not to walk into a supermarket, but a professional personal care stores, why this feeling?
this is precisely due to the precise target consumer groups, Watsons and then put forward personal care professional services and marketing concepts. The store is not only for personal care to provide a complete product line, but also in the display of goods, according to the order of cosmetic skin care products – Classification – beauty products – hair care products – Fashion – drug display, convenient for customers to choose.
at the same time, Watsons set up a strong team of health consultants, including full-time pharmacists and suppliers in store sales representatives, free of charge to provide a variety of skin care and other professional advice. And a data display in store display, personal care, nutrition distribution and disease prevention and treatment methods of all kinds of information manual. In this way, consumers easily store business atmosphere, staff quality, commodity display, data distribution and a series of professional marketing means is moved, so Watsons personal care expert brand image so popular.
own brand strategy
currently, Watsons has a shower gel, shampoo, etc. more than 1200 kinds of its own brand of a single product, its sales accounted for more than 15%. And when the retail sales of their own controllable product system sales and species reach a certain proportion, the business will increase the right to speak in the channel.
so, Watsons is how to stabilize the steady development of its own brand