Unlike clothes, few people can remember the brand of bamboo wool socks they wear. Most people have no specific requirements for bamboo socks. When 70% of the world's bamboo and cotton socks are produced at low cost in China, which is known as the “world factory”, where is the future of bamboo socks manufacturers? According to statistics, Americans wear more than 40 pairs of bamboo and cotton socks a year, Hong Kong people wear more than 30 pairs a year, 20 pairs in China's coastal areas, and 10 pairs in inland areas. This is a market that only sees the quantity. And the market is not just made up of quantities, the quality of the products is more important. As the second heart of human beings, the foot plays an important role in human health care. In the eyes of marketers, bamboo socks are not just bamboo socks, but bamboo socks can and can be a health care doctor. "Bamboo cotton socks are worn on the feet" is only a superficial phenomenon. Bamboo sock socks marketing should focus on the overall situation and increase the health promotion function for bamboo and cotton socks. Healthy bamboo and cotton socks protect the feet, and it is bound to create another life "oasis" for modern life.
No matter how complicated the marketing approach is, how dazzling the tools are, the fundamentals of marketing are simply simple – helping customers solve problems. Drucker has long pointed out in "What is Enterprise" that the purpose of enterprise existence is to create and satisfy customers, and profit is only a natural product of this process; if the company looks at the long-term, it is committed to establishing long-term mutually beneficial relationship with customers, profit. It will naturally happen. The short-term profit orientation will not bring long-term maximum profits to the company. Drucker’s marketing idea of “creating and satisfying customers” was published by Harvard Business Review as an important management idea. It has caused great repercussions in the industry and is considered to be “a slogan”.
Bamboo and cotton socks marketing, to make the bottom of the gold, the first should be to give birth to health.
The source of bamboo and cotton socks marketing is live water. At the end of the socks, the end of the "end" is the beginning, grasping the real needs of the deeper customers - this is the source of bamboo socks marketing. Bamboo sock socks are called "the end of clothing" because it is different from clothing. Unlike clothing, it can directly cause psychological changes in the wearer, producing decent, solemn, avant-garde, alternative, elegant, awkward, romantic, free and easy. Additional value. Because bamboo wool socks have low technical content, low barriers to entry, and high level of technology, they cannot be clearly separated. If you want to be an expert in this product field, you need to develop textiles, printing and dyeing, new technologies, new materials, product development and design capabilities. Everything is done best.
“Where the channel is clear, it is the source of water.” Scientifically defining the needs of consumers is fundamental to refining core values, and not only to define current needs, but also to prospectively identify potential needs and future needs.
According to market research, the description of the quality and performance of bamboo socks in the brand descriptions listed by consumers is far more than the emotional description of the brand. In the test of the satisfaction of bamboo socks for consumers, it was found that the dissatisfaction of the participants in the bamboo and cotton socks was mainly concentrated on “easy to take off the silk”, “wearing boring, not breathable”, “very loose, not elastic” ", "socks become hard", "easy to deform", "do not absorb sweat" and so on. In other words, the core concern of consumers for bamboo socks is still the most basic thing for bamboo socks.
Therefore, we can think that the current consumer demand in the domestic bamboo and cotton socks market is in the transition stage from basic physiological and safety requirements to higher-level added value needs. In terms of physical properties, bamboo socks are an accessory to clothing, which is different from people's emotional consumption of clothing. People choose a pair of bamboo and cotton socks, and more will deeply impress themselves because of a rational appeal of bamboo and cotton socks, and this rational appeal is closely related to the interests of consumers themselves.
Zhejiang Yiwu can be regarded as China's socks capital, where most of China's socks brand was born, and Lizhu is one of them. The latest data shows that in the past year, Lizhu's overall sales growth rate reached 120%, which is a prominent position in the domestic socks industry.
The core value of Lizhu is that it has positioned a brand as healthy in the socks industry earlier, and in the integrated marketing process, Lizhu has become synonymous with healthy close-fitting clothes. The annual sales growth of 120% is a manifestation of the power of its core values. The core value of Lizhu's brand is a rational breakthrough, refining and sublimation. It has a longer-lasting, more generalized and more time-honored concept, forming a holistic cognitive advantage and brand leadership – close-fitting and healthy. of.
The health industry is a sunrise industry in the 21st century. With the rapid development of health industries in the fields of medicine, health care products, and service industries, it is reflected that people in the economic society have paid close attention to their own health. In terms of foot health, more and more people know that the foot is the second heart of the human body.
The establishment of the core value of the "close-fitting, healthy" brand not only expresses the manufacturing concept of Lizhu in the socks industry earlier, but also summarizes the many advantages of the current bamboo-cotton socks, and conforms to the development of consumer demand. direction. “Close-fitting, healthy” not only closely follows the consumers’ inner desire, but also has a high degree of unity with consumers and the public interest, and can find many value support points, with great affinity, respect and extensibility, and strong market penetration. . Focusing on the core value of “close-fitting, healthy” brand, Lizhu has developed bamboo wool socks with natural materials, such as colored cotton, bamboo socks with special functions, such as massage socks and far-infrared socks. Through continuous technological upgrading, Lizhu has established barriers that the opponent can't overcome on the health level.
Through the joint promotion with the foot care chain, Lizhu uses each other's channels to promote themselves, effectively reducing their own transmission costs. Lizhu’s marketing method for the health care consumers not only promotes sales in the form of preferential treatment, but also enjoys the platform of the health care platform, which strengthens the professional image of the Lizhu brand and makes the brand “close-family health”. The core value of the scent is silently passed on to consumers and resonates in the hearts of consumers.
Under the guidance of the principle of “personality and health”, Lizhu has achieved extraordinary results: the sales of new eco-textile socks have been in short supply. The Lizhu Socks industry has come out of the “one city and one pool of gains and losses” that Chinese companies are keen on. More importantly, in the process of brand strategy introduction, we grasp the deep needs of customers and turn them into new services. content. Therefore, the Lizhu Socks industry has created new value for customers and naturally earned more profits.
Subdivision can really occupy the market. Different types of health care bamboo socks are available for different target customers – the market segment can truly capture the market.
Zhang Daye has always liked fitness, and he is used to wearing a pair of bamboo socks with strong elasticity and strong socks. A few days ago, Uncle Zhang suddenly felt a little dizzy. After going to the hospital for examination, the blood pressure was high. The doctor said that this was related to his always wearing tight socks.
Experts believe that what kind of bamboo wool socks are worn is directly related to the health of the elderly. Unfortunately, this issue has not yet received enough attention, and it is difficult to buy old-age socks in the market.
From the texture, the speed of bacteria on bamboo wool socks is polyester, nylon, acrylic, wool, cotton yarn and silk stockings. This is because polyester and nylon bamboo and cotton socks have poor sweat absorption, while wool, cotton and silk cotton socks are better at absorbing the sweat and the water-soluble dirt they contain, so the bacteria can multiply on these bamboo socks. slow. Therefore, the bamboo socks of the elderly should be loose wool, cotton or silk bamboo socks.
Older socks should have health functions. Older people are better to wear special bamboo socks. The bamboo wool socks of the elderly should have the effect of maintaining normal body temperature, keeping the body clean and even health care. The sweat glands distributed on the palms of the feet are as rich as the palms. Even if the sweat glands of other parts of the body are completely stopped, the secretion of sweat glands in the soles of the feet is still more than that. Especially in the summer, the elderly should wear thin, breathable, moisture-absorbing, and moisture-removing bamboo and cotton socks, which is beneficial to the evaporation of sweat.
There is a sock company, in the socks industry, is a heterogeneous rise, it captures the natural connection between bamboo socks and health. It is Soro Socks Co., Ltd.
Founded in 1951, Soro was founded by the parents of the company's current principal, Thornberg. In 1978, Thorneborg was 41 years old, and he was determined to participate in a boarding weight loss program because of his weight concerns. Here, Thornberg is forced to walk 8 miles a day. Because his feet were too painful, he asked his product design supervisor to give him a pair of thickest bamboo socks. But when Thornberg tried on bamboo wool socks, he found that when the heels and toes felt comfortable, his instep began to hurt. So the supervisor grinded the bottom of the bamboo wool socks thinner. But Thorenberg complained that when the instep stopped torturing him, the heel began to hurt again. So Thornberg asked for "to remove the pad under the instep and keep the pad of the heel and toe." The problem is solved, the foot is not painful, and you can walk 10 miles a day. From this incident, Thorneborg realized: "Where there is trouble, where is your opportunity." Thorneborg's troubles are on his feet, and he imagines that if he has a unique lining Padded bamboo socks can solve his problems, then they can help others. So he immediately applied for a patent for his design – a padded wool pad on the heel and toe of the bamboo wool socks, but not at the instep.
Since then, comfortable sports socks have become the main direction of Solo bamboo socks. But so far, his bamboo and cotton socks myth has taken a small step. In fact, being a loyal consumer prompted Thorneborg to change his understanding of his company's mission. Around 1985, he began to receive letters from cardiologists and foot doctors. They told him that Solo bamboo socks would allow their patients to do more exercise. At the same time, consumers have begun to write letters to the company, reflecting that Solo bamboo socks can reduce the generation of blisters and prolong walking time. At this time, Thorneborg called his management team to tell everyone: "If all of this is true, then it should be confirmed. We can enter the health care industry, where there is a lot of room for growth."
So, Thornberg took out millions of dollars to fund medical research and persuaded doctors to try Solo bamboo socks on patients. As a result, Solo Bamboo Socks have been treated scientifically. “One report shows that we have reduced blisters on the feet of long-distance runners; another report confirms that our bamboo socks can promote blood circulation in the feet and legs. To alleviate the stress on the feet of people with diabetes; and a report confirms that we can help arthritis patients reduce their pain by 50%."
For Thorenberg, this changed the way he looked at himself. “I’m no longer a bamboo socks manufacturer, but more like a foot doctor.” Before the study, the company’s product design was only based on experience to guess the customer’s needs, but now, research The company has a scientific understanding of the business it is engaged in, and the scientific elements have begun to be incorporated into the design standards of Solo Bamboo Socks. Soro began using a technique called "plantar pressure gait analysis": using a computer device to measure the pressure point and pressure of the foot during exercise through a paper-thin sensor and 3D monitor. This device is common in the foot doctor's office, but never appeared in a sock company.
In a traditional sock company, people sit in a conference room and discuss four things: "How many bamboo socks can we ship today? What can we do to please the biggest national chain? Because they are the biggest wholesalers. How do we become low-cost producers? What is fashion?"
But Thorneborg’s rules of doing things are completely different. He hopes that each bamboo wool socks will be designed with a focus on function, not fashion; he insists on producing with the best raw materials; putting consumers, not retailers, first; he is concerned about profit margins rather than shares. Soro's profit margin is twice the industry average. Solo is also not prepared to outsource the production of its products overseas. He believes that this will lose the ability to continuously monitor high-quality raw materials and production methods, which is why products can always maintain high prices. He invested millions of dollars to build his own factory, train his employees, and create a company he calls "sustainable."
Because of the focus on consumers rather than retailers, Thornberg spent huge sums of money to create two-way communication and communication with consumers, which is extremely rare among other socks manufacturers. Susan Graham is a corporate consumer consultant and her role is to listen to consumer feedback. Graham spends most of his time communicating directly with consumers, not on the phone, or on letters and emails. She listens to the voices of runners, walkers, tennis players, skiers and hikers, as well as those who wear Solo bamboo socks as everyday casual socks. Graham would advise the consumer to send her dilapidated bamboo sock so that she can see where it is worn. She often has some parcels on her desk, sometimes with a pair of bamboo socks that have been worn for many years, and a letter from the owner: he is often worn out by the heel or the looseness of the bamboo socks. upset. Another Nebraska man bought a pair of Solo's mini work socks, but he complained that the bamboo wool socks always slipped to his heels and were too bulky. Soro will give him a refund and give a pair of running socks for free. Because the liner of the first sock is thinner, it can give him more ventilation space. This gave Soro the opportunity to turn unsatisfied customers into loyal users.
Graham uses a suite of internally developed software – a support program that collects consumer complaints and action records, enters the database, and records information about the nearly 200,000 customers she has contacted. A large number of customer letters form an information warehouse, providing the necessary information for the improvement and replacement of the company's products. For example, the most common complaint of customers is that the socks are easy to loose. Therefore, the new business development department will focus on strengthening the structural design of some styles of bamboo and cotton socks to solve this problem. There are also a large number of customers complaining that there are too many Soro products available in the store; but on the other hand they are finding it more difficult to find the right one. This has led to major changes in the company's customer relationship management. The company quickly hired a market research company to conduct a ladder study. After in-depth interviews with users, the users of Solo Bamboo Socks were divided into four categories after accurately understanding the user's true feelings and attitudes toward using the products and receiving services. : Satisfied, very satisfied, brand loyal, very brand loyal. Brand loyal users generally have more than 10 pairs of Solo bamboo socks, these people will be happy to accept the company to send them information about the two-foot health exchange; and the brand loyalty users, on the Solo Bamboo Cotton socks have a fever, and the company has established long-term fixed relationships with them.
The essence of marketing is to create value for customers – since the customer needs not only a specific product but a solution to one of his problems, all we have to do is find a solution to the customer’s problem and The appropriate price is available to the customer. In the bamboo wool socks market where homogenization is still very serious, who can provide differentiated products faster and better, "Bamboo Cotton Socks + Health" is a field that is worth exploring. No matter the Lizhu Socks industry in Yiwu, Zhejiang, China
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