Lock&Lock's secret to success
In the book 'Secrets of Creation of Myths', Hanakobi Co., Ltd. has an example of LocknLock.
It is said that the key to LocknLock's success is marketing using home shopping.
In home shopping, you can see each product detailed one by one and use it instead.
These are the words of CEO Kim Chang-ho in the book.
“I don't think we would have been able to grow so quickly without the home shopping channel. We used home shopping at 120%. LOCK%LOCK has to be sold while teaching consumers how to use it and its characteristics, but it cannot be explained individually in general stores. In home shopping, the hosts gave a lot of demonstrations, which created a new awareness, which became a synergy to create demand.”
recent Interview with The Economist [No.871] 2007.01.08 There is also talk about this.
The advantage of home shopping was that it was able to obtain word of mouth effect from housewives, the main customers, because it directly showed the performance of the product along with a detailed explanation of the unfamiliar new product. The response was beyond expectations. LocknLock, which has secured recognition and financial power in home shopping marketing, re-entered the existing distribution market, such as discount stores.
Through Lock&Lock home shopping, I was able to explain in detail the functions, advantages, and differences of products in the existing market, and it is said that they were related to sales.
In fact, it is difficult and expensive to explain to customers the function of a product or how it differs from other products through general marketing. However, the sales method of home shopping itself is a detailed description.
If the competitive point when entering the market is technology or some functional specification, you need to let users know about these things and know their value.
Home shopping seems to be quite good with such a marketing method.
I recently went on a group trip to China. In Beijing, this is not the case, but in Zhangjiajie, a rural area in China, shopping tourism is what it used to be. In other words, on a group tour led by a guide, you are forced to enter a shop in the middle of a tourist attraction. It's not just taking them to the mall. When you enter a store, you enter an exhibition hall or lecture hall, and the store clerk comes out and explains the product or related information for about 30 minutes, and then has you enter the store. And, to stay in that store for a certain amount of time.
It wasn't like that in my middle and high school field trip, but this time I went to Zhangjiajie in China and had that experience.
For example, when entering a silk shop, the guide will take you to a fashion show-like place. Then the guide disappears and a model (?) in silk pajamas appears on the stage of the fashion show and performs a fashion show. When that's done, a store official will come out and take you to another room. And it explains how the silkworm pulls the cocoon. There were three elementary school students in my family, and it was very helpful information. Then, based on that description, we show you a tulle duvet and a silk garment. And it sticks next to it and makes it very friendly.
Also, I went to the North Korean-run Pyongyang Pavilion in Zhangjiajie. There, I ate North Korean food and Pyongyang naengmyeon, and forcibly entered a store that sold North Korean food such as Uhwangcheongsimwon for 20 minutes. The guide was a very nice person, and he asked me to stay for 20 minutes.
A North Korean woman wearing a North Korean-style hanbok came and gave a scientific explanation of ginseng or musk, had them smell it, and split a piece of Uhwangcheongsimwon to share.
North Korean guide Originally in Korea It is not well known that Woohwang Cheongsimwon (牛黃淸心元) is called Woohwang Cheongsimhwan. has talked Heo Jun used the most important atom as the best, but it is said that in Korea, it is not used well as a ring. Anyway, it seems to give you all the good information.
And since it's a compatriot, it's called Pani Saga very cheap. When we said we couldn't buy it because we had already spent a lot of money, we asked to buy it out of compatriotism. In the end, I bought a Woohwang Cheongshimwon that functions as a fire extinguisher for the children, and I was very sorry to come out.
When I went to a pearl shop, I gave an explanation at a place such as a pearl museum or a mineral museum, showed me how to get pearls from my own farmed clams, and even gave me pearls. And then when you open the door and go out, it's a pearl or jewelry store. I didn't see anyone who could easily get out of the door after looking around ^^
Zhangjiajie has good mountains, but most of it seemed to be filial piety tourism. Grandma and grandfather seemed to be true even if they were sorry.
Also, I went to a tea shop in Beijing.
There were several rooms, and I went in with a guide, who explained various Chinese teas and made them drink according to each type. I think it took about 30 minutes.
Logically, you have heard the background knowledge and detailed description of the product, and that product is right in front of you, and it is very cheap, so why not buy it?
Especially since the book 'The Law of Negotiation' took so much time, can't you just be sorry?
The tactics that forced me to attend training in this way and made me feel sorry for wasting my time were very effective from a marketing standpoint, but very unpleasant from an experience standpoint.
this is Solicitation of Zhangjiajie in China did more than
Like LocknLock's marketing success story, shopping tourism is like home shopping, explaining and even experiencing product-related information and products in detail.
Besides, it makes me feel apologetic for having to spend time in front of my eyes, so it seems more like home shopping.
From that point of view, the origin of home shopping is probably not just shopping tourism.
You could think about marketing in home shopping or shopping tourism.
In terms of marketing strategy, if users need to know more about products and market conditions, like home shopping, it seems necessary to understand the value of the product through background knowledge, detailed description of the product, and representative experience.
As with promotions on your online site, it seems important to let users know how to find value differently from other products.