Once, the real economy was in the limelight, and the arrival of the “Internet Plus†era gave many impacts on the real economy. However, with the continuous adjustment of the commercial format, in 2017, there are constantly brands that have the voice of “below the tropicsâ€. For the toy industry, how big is the offline store? My point is: There is still a strong confidence in the physical store. Experience marketing is the cornerstone of the toy industry The audience of the product is always a topic that cannot be avoided for a brand. The products are different, and the marketing method is of course different. Marketing innovation is a system of whole processes, not limited to marketing itself, but the grasp and service of consumer demand. From content marketing, product selection, retail experience to after-sales service, social sharing, every step of the customer shopping process can have innovative opportunities, the end result is to provide customers with maximum value and enhance customer stickiness. This is even more true for the toy market. This is a big market for “experience marketingâ€. If there is no intuitive and complete stimulation, it is generally difficult to achieve purchases. Especially for children, they are different from adults and lack certain “cognition†and “imagination†for products. So the network is harder to get to their point. Children of different ages decide on different ways of buying. Baby toys are mainly purchased by parents, while children over 3 years old have a very high decision-making power for toys. At this time, store sales are very important. On-site marketing can bring more experience to the guests, and only these direct feelings will ultimately lead to purchases. Inspire curiosity and open the door to marketing Marketing is the process of dialogue with the market, especially the baby products market, more like a heavy book that can't be read through. This kind of dialogue is painful and makes us full of exploration desires. In 2016, Hassle upgraded its brand positioning in a comprehensive manner. The brand new appearance in the market, showing a new image in the retail terminal, online e-commerce, member marketing, etc., so that consumers feel a refreshing shopping experience, but also professional in the industry Organizational recognition and recognition. With the brand new upgrade of brand positioning, our marketing focus has gradually moved closer to this position. The core value of the brand is “Encourage the curiosity of the world and keep the childlike happinessâ€. It encourages children and parents to inspire curiosity in the process of interacting with toys, and constantly inspires and inspires through toys. Gain your own practice and operation. Therefore, the content of the children's store is also more inclined to those who are easy for children to directly do, can make their experience more profound, and also quickly stimulate the children's curiosity, thus promoting the purchase. The time for the consumer to stay at the store is very short. It doesn't take long for patience. It is necessary to create an atmosphere that allows him to quickly understand why this toy is good. In fact, not only offline, the online will face the same problem, which also requires sellers to polish the product itself to become more mature to be introduced to the market. The fun product will let the children remember and like it at once, saving communication costs. The regular trial and trial activities held by the store are very attractive to the children, and they also bring more extra passengers to the retail stores. Show customers the world trend with products By continuing to select quality toys on a global scale, the company continues to bring consumers a globally synchronized play experience, which greatly enriches the fun of offline experience. Has a stable partnership with all the world's leading toy brands, integrating global resources, innovation, and providing global toy wisdom to consumers, allowing more parents and children to realize the diversity of toys through children's music. And the ability to shape, but also greatly enhance the consumer's attention, as well as the degree of trust in the brand. For the child, the toy has a lot of sea-selecting resources, so there are many ways to excavate, because the toy can be purchased repeatedly, unlike the durable goods, there is an absolute limit, which will follow the user. The needs of all aspects of age, psychology and culture are constantly expanding. Therefore, there are quite a lot of opportunities for purchase. Find the balance between the line and the line The so-called innovation is not necessarily different, but it must be to find the best fit for the target group. As a result, I have adjusted the marketing strategy of online and offline: online shopping is more convenient, rich in choice, flexible in time, and delivered to the home; offline can be real contact with the product, try it out, consult at any time, for new mother and The children group, the experience is better. In terms of retail, Baby's offers a more open and rich play area, a good shopping environment and meticulous shopping services. At the same time, the company has also established a CRM membership system to conduct precise marketing for different characteristics and needs of its members. The toy flip-top classroom that we specially designed for our members is very popular, helping parents and children to understand toys more deeply and bring high-quality parent-child companionship. In 2017, there will be more enriched membership rights and exclusive activities. Because we do offline and online at the same time, we must grasp the characteristics of the product, combine different attitudes of customers, and combine different scenes to grasp him, but all of this is not closed-door construction, and must be constantly improved in the actual process. Use customer portraits to achieve precise marketing There are many marketing channels for children's music. Even offline, there are many ways to operate at the same time. There are shopping malls, department stores, counters, e-commerce, wholesalers, and many retail chains. Through a multi-point data collection, it is found that the consumer portrait is very accurate. A purchase subject should both go online and go out on weekends. If the form of the store can attract him, it is possible to reach sales. When he saw it, whether he had a purposeful purchase or an impulsive purchase, he also decided that the content he purchased was different. Therefore, to understand the characteristics of each user, when the consumer's consumption characteristics in different channels and different types of stores can be grasped, the portrait of this person is more comprehensive. In this case, we can better serve our customers. Through the data, we can know that he is probably on the day of the week, like to go shopping, when is online, what kind of products you like to see. So when you have mastered the types of terminals and can connect them, you can understand the consumer's spending habits, and it is easier to formulate a sales plan for this consumer. Now, if you are a member of the company, whether you are buying online or offline, the points are the same, because there are always certain discounts on the online, offline department stores have many members, and they are an omni-channel, multi-category member. When considering the mechanism, these interests must be considered. But the child's perspective must be people-oriented, from the perspective of members, why should he become your member? What can I give to him in the end? At present, Chinese consumers need direct benefits, including member exclusive, price, all aspects, and birthday specials. In addition, we will provide more value-added services, including doing some cultural marketing, letting them know the latest news from abroad, and even letting them know about the famous products in different countries through the theme activities such as “World Toy Tourâ€. Meaningful museums and exhibitions give him value that is not available elsewhere. Hasan is gradually guiding consumers from promotions and offers to deeper values. Source: "Toy" magazine May 2017 issue
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