上海快3

智能+晾衣機助力好太太構建寡頭壟斷格局

  好太太作為晾衣機行業絕對領導品牌,壹串通助力其在智能品類切換的風口下,重塑

品牌戰略升級和品牌煥新。以“智能+晾衣機”為品類戰略,打造五大升級、央視高端

傳播占位和“五星終端大行動”,實現品牌和銷售雙提升!

———————————————————————————————————

公司名稱 廣東好太太科技集團股份有限公司

行業分類 家居行業

合作模式 品牌全案策劃服務

閱讀目錄
01

QIANYAN

02

上海快3ZHINENGYUANNIANDEXINRENWU:18NIANDELAOBAZHU,RUHEYINGDEXINFENGKOU

03

上海快3HAOTAITAI,RUHECHENGWEIDIERMINGXIAOLIANGDE10BEIDEJUEDUIBAZHU?

04

ZHANLVEJUJIAO,SUODINGLIANGDAHEXINRENWU,BAOHEGONGJI

05

上海快3ZHONGBANGTUICHUWUDASHENGJI,QUANTIXIGOUJIANHAOTAITAILONGDUANZHILU

06

HOUJI

策劃成效
  • 好太太作為晾衣機行業絕對領導品牌,壹串通助力其在智能品類切換的風口下,重塑品牌戰略升級和品牌煥新。
  • 以“智能+晾衣機”為品類戰略,打造五大升級、央視高端傳播占位和“五星終端大行動”,實現品牌和銷售雙提升!

前言

  2017NIAN2YUE24RI,ZAI2016HAOTAITAIJINGXIAOSHANGNIANHUISHANG,HAOTAITAIDONGSHICHANGSHENHANBIAOXIANSHENGHEZONGCAIWANGMIAOYUNVSHITICHULIANGGERANGYEJIEJINGTANDEGUANDIAN,YISHI,SHULIGUATOUSIWEI,ERSHI,DASHUDIXIACUNCAOBUSHENG。HAOTAITAIZUOWEIZHINENGLIANGYIJIXINGYEDEJUEDUILINGDAOPINPAI,PINGJIEZISHENDEGUIMOYOUSHIHEPINPAISHENGLIANG,DUIJINGZHENGDUISHOUERYAN,ZHEBUSHIYIGEHAOXIAOXI。ZUOWEIXINGYELAODA,DAYINGZHECHANGZHAN,HAOTAITAIXIANRANZHIZAIBIDE。CIWENDAILINGDUZHEYITAN“ZHIZAIBIDE”BEIHOUDEMIJUE。

智能元年的新任務:18年的老霸主,如何贏得新風口

上海快3   2017NIAN,ZUOWEILIANGYIJIXINGYEDEZHINENGYUANNIAN,CHUYUPINLEIQIEHUANDEFENGKOU,CHANPINSHUXINGCONG“WUJINXIANGDIANQI”QIEHUAN,YIWEISHICHANGGUIMOTISHENG10BEIYISHANG。MIANDUIJUDADESHICHANGQIANLI,XIYINLEZHONGDUODUISHOUYUERUQIZHONG,JIARUZHECHANGZHINENGLIANGYIJIDEZHANCHANG。KEYIYUJIAN,JIEXIALAIDEZHINENGLIANGYIJIJIANGHUBIJIANGFENGHUOLIANTIAN。

  ZHONGSUOZHOUZHI,RENHELINGXIANQIYE,ZAIFEILIANXUXINGJINBUQUXIANDEXINGSHIXIA,YIWEIZHUTONGYIQIPAOXIAN。HAOTAITAIZUOWEISHOUYAOLIANGYIJIQIJIADEPINPAI,MIANDUICHANPINDIANFUSHIDEBIANGEKENENGDAILAIDEXINGYEGEJUZHONGSU,HAOTAITAIZHAODAOYICHUANTONG,SHUANGFANGXIESHOUGONGTONGDAYINGZHECHANGFENGKOUZHIZHAN。

  壹串通觀點:企業戰略必須建立在用戶需求和企業核心資源之上,盤活和放大企業核心資源和能力,是重中之重。

好太太,如何成為第二名銷量的10倍的絕對霸主?

  背后秘密:來自品牌勢能下的渠道下沉

  回顧好太太18年來的發展史,無疑開創了無數個第一,無論是產品、渠道還是核心技術都一直引領行業不斷向前。面對幾十項的第一,什么是才是最核心的發展秘密呢?找到這一點,才能做到也不變應萬變。我通過詳盡的內部訪談和市場調研,有一個重要發現,就是創始人對行業本質的深刻把握,一句話形容,品牌勢能下的渠道下沉上海快3。這是行業發展的本質,更是構建起好太太王國的基石。

  1、消費者決策的本質:誰知名度高就買誰,誰的終端離自己最近就是買誰。

上海快3   LIANGYIJI(LIANGYIJIA)CHANPIN,ZUOWEIJIAZHUANGCAIGOUZUIHOUYIHUAN,QISHUXINGJUEDINGLEXIAOFEIZHEGUANZHUDUJIAODI,JIBENSHIZHENGTIZHUANGXIUWANCHENGZHIHOU,CAIJUEDINGGOUMAI。ERQIDINGJIAGENQITAJIANCAIDONGZHEJIWANBIJIAOQILAI,JUEDINGLEXIAOFEIZHEBUKEYIHUATAIDUOSHIJIANQUTIAOXUAN、QUBIJIAO。FANGUOLAI,XIAOFEIZHEDUIYUGOUMAILIANGYIJIJIBENSHANGCHUYUSHUIZHIMINGDUGAOJIUMAISHUI,SHUIDEZHONGDUANLIZIJIZUIJINJIUSHIMAISHUI。

  2、渠道的絕對領先,是好太太最重要的資源秉賦

  ZHENGSHIXIAOFEIZHEJUECEBENZHIDESHENKEDONGCHA,HAOTAITAIXINGYEZUIZAOQIDONGLEDAIYANRENCELVE、YANGSHICELVEHEZHUANMAIDIAN+SHENDUFENXIAOCELVE。JINGGUO18NIANDENULI,HAOTAITAIGOUJIANQICHANPINLINGXIAN、PINPAILINGXIAN、QUDAOLINGXIAN。YOUYIZUSHUJURANGWOMENWEIZHIJINGTAN,JIEZHI2016NIAN,HAOTAITAIXINGCHENGQUANGUO1500JIAZHUANMAIDIANHE15000DUOJIAFENXIAOWANGDIAN,WULUNSHIXIAOSHOUHEQUDAOJICHUDOUCHUYUJUEDUILINGXIAN。

  ZHEXIEGUANGXIANCHENGJIDEBEIHOU,YIWEIZHU,ZHENJINBAIYINDEJUEDUITOURUHEYINGXIAOTUANDUIDE18NIANRUYIRIDEQUDAOSHENGENG。ZAIZHEYIXIAOPINLEIDESHICHANG,TEBIESHIZAOQIZHENGGESHICHANGGUIMOFEICHANGXIAO,PINGJUNCHANPINSHOUJIAHUANCHUYUHENDIDESHIHOU,YOUZHUZHEYANGZHANLVEYIZHIHEJUEDUITOURU,DOUZHAOSHIZHUZHEJIAQIYELINGDAORENDEPOLIHEYUANJIAN。

上海快3   DUIYICHUANTONGERYAN,CHONGFENYITUOHAOTAITAIDEHEXINZIYUANNENGLISHIYINGDEZHECHANGZHANZHENGDEGUANJIANSUOZAI!

戰略聚焦,鎖定兩大核心任務,飽和攻擊

  MIANDUIJINGZHENGDUISHOUDECHONGDAYUSUANDE“GAOJUGAODA”DETOURU,DUIYICHUANTONGERYAN,RUHEZHAODAOHAOTAITAIDEHEXINRENWU、HEXINZICHAN,SHIYINGDEZHENGGEZHANJUDEHEXIN。BENZHISHANG,SHIZAI“TONGYIQIPAOXIANSHANG”JINXINGQIANGPAO。TONGGUOSHENRUDESHICHANGYANJIUHETANTAO,QUELISHIXIANQIANGPAODELIANGGEHEXINRENWU:

  一是,聚焦智能,進行戰略重塑,絕對投入,實現認知轉換。

  ZHENDUISHOUYAOLUOYINDETIAOZHAN,JIZHONGGENGDAGUIMODEYOUSHIZIYUAN,JINXINGBAOHEGONGJI,SHIXIANCONG“SHOUYAODAOZHINENG”XINZHIZHANWEI,QIANGZHANXIAOFEIZHEXINZHIDIYIPINPAI。

  二是,絕對投入的渠道大終端戰略,既是好太太的產糧地,更是護城河。

  依托18年來積累的龐大的渠道終端優勢,進行全面再造,實現無論在哪個賣場,好太太的聲量絕對領先,實現消費者的全面攔截。一方面,實現終端流量和轉換的提升,提升每個終端的經營水平。一方面,全面封鎖競爭對手的終端拓展,將競爭對手逼到“只有聲量,沒有銷量”的懸崖上。上海快3從而構建好太太自身的防火墻和護城河!

重磅推出五大升級,全體系構建好太太壟斷之路

上海快3   JIYUXIAOFEIZHEDONGCHAHEQIYEDEHEXINZIYUAN,YICHUANTONGWEIHAOTAITAIZHIDINGLE“ZHUANBIANPINPAISHENFEN,YINBAOQUDAOZIYUAN”DEPINPAIXINGDONGGANGLING。YIWUDASHENGJIWEIZHUASHOU,QUANTIXIGOUJIANHAOTAITAIZHINENGZHANLVE,CONGERSHIXIAN“SHOUYAODIYIXIANGZHINENGDIYI”DERENZHIQIEHUAN。

  一、 使命升級:從“慧享家”到“引領智能晾曬”

上海快3   SHIMINGJIZHANLVE。JINGGUOSHICHANGDIAOYANFAXIAN,HAOTAITAIDEPINLEIYINXIANGYIJINGXIAOFEIZHESUODINGZAILIANGSHAILINGYU,ZHICHENGBULEXIANGQITAZHINENGPINLEIDEYANSHEN。HAOTAITAIBIXUCHENGJIEZHEYIXIAOFEIZHERENZHI,PAOKAIGANXINGERYOUMOHUDE“HUIXIANGJIA”,JIANGQUANTIYUANGONGDESHIMINGSUODINGZAI“YINLINGZHINENGLIANGSHAI”ZHEYITIAOZHENGQUEDEGUIDAOSHANGLAI。

  二、身份升級:回歸常識,智能+一字千金

  ZAIXIAOFEISHENGJIDEDABEIJINGXIA,XIAOFEIZHEKEWANGDESHIGENGHAODEZHINENG,ZUOWEIXINGYELINGDAOPINPAI,BENZHISHANGYONGBAODESHIGENGDACENGMIANDEXIAOFEIZHE,DANCHUNDEQIEGERENQUN、QIEGEGONGNENGSHIXINGBUTONGDE。RUMEIDE,GAODUANDENGCISHIBUKENENGCHUXIANDE。

  RUHECAINENGBIAODAGENGHAODEZHINENG?RUHEMANZUXIAOFEIZHEGENGGAODEQIDAI?DAANSHI,CHANGSHIDELILIANG!SHENMESHIGENGHAO?8BI7HAO!DUOBISHAOHAO!ZHINENG+HUZHIYUCHU。SHISHIZHENGMING,WOMENZAIJINXINGXIAOFEIZHECESHIDESHIHOU,XIAOFEIZHEYIZHIRENWEI,ZHINENG+LIANGYIJIJIUSHIGENGHAODEZHINENGLIANGYIJI。

  三、品牌升級:巨星和熱銷,搶占第一認知

  壹串通觀點:品牌就是不斷強調的第一身份和地位的認知。


  搶占品類第一認知:領先是最具穿透力的話語

上海快3   DUIYUYIGEJUEDUIDELINGDAOPINPAIERYAN,WOMENXUYAOSHENMEYANGDECHAOJIHUAYU?DAANSHIKENDINGDE,NEIJIUSHILINGXIANHEREXIAO,“LIANXU18NIANXIAOSHOUJIANZHENG”,QISHIZHIJIUSHIGENGDUORENXUANZE,LIANXU18NIANXIAOLIANGLINGXIAN。

  絕對投入才能絕對領先,一線品牌必須一線明星

  ZONGGUANHAOTAITAIDEFAZHANSHI,18NIANLAIJIANCHIYIXIANMINGXINGSHIQIYIGUANDEFENGGE。DAIYANRENCONGLINXINRUDAOJIANGWENLI,ZAIDAOLINXINRU,ZAIDAO2016QUANXINDAIYANRENLIUTAO,JIANCHIZHIYOUYIXIANMINGXING,CAIJIAOYIXIANPINPAI。

  媒介即信息,廣告不僅僅是傳播,更重要的是儀式感

  YIYANGSHIWEICHUANBOZHUZHENDI,DAJIANYOUGAOKONGFUSHEDIMIANDEXITONGCHUANBOLIANTIAO。YIQUANWEIMEITIJIANLIDIYIRENZHI。

【好太太劉濤代言和央視廣告片】

  【BUFENGAOTIEZHANGUANGGAOTOUFANG】

  【BUFENJIANCAISHICHANGJIZHONGDUANGUANGGAOTOUFANG】

  四、產品升級:強化智能背書,打造引領型產品

上海快3   1、ZHONGDIANDAZAOZHINENGPINLEIDEMINGXINGCHANPIN,WEI“ZHINENG+LIANGYIJI”DEPINPAISHENFENBEISHU

  2、ZAIJIAJUFENGGEZHUANGSHIHUADACHAOXIA,YINGHESHISHANGNIANQINGHUAXIAOFEIRENQUN

  五、渠道升級:五星終端大行動,用笨功夫實現終端的“大樹底下寸草不生”。

上海快3   ZAIZHONGDUANHUOQUKEHUCHENGBENYUELAIYUEGAO,ZHUANHUANYUELAIYUENANDEJINTIAN,DUIYUZUIHOUYIGONGLIHELINMENYIJIAODEQIANGDUOCHENGWEIJINGZHENGZHUZHANCHANG。WEIRAOXIAOFEIZHE“SUOJIANJISUODE”DEGOUMAITEZHENG,ZHENDUI18NIANLAIJILEIDEZHONGDUANHEQUDAOZIYUAN,JINXINGQUANMIANMEITIHUA,ZAIZHONGDUANSHENGLIANGSHANGQUANMIANFUGAIJINGZHENGDUISHOUSHENGLIANG,SHIXIANZUIHOUYIGONGLIHELINMENYIJIAODEYADAOXINGSHENGLI。

  WEICI,YICHUANTONGHEHAOTAITAIYINGXIAOTUANDUI,GONGTONGDAZAOLE“ZHONGDUANSHENGDONGHUA、CHANPINCHUYANG、DAOGOUSUZHISHENGJI、JINGXIAOSHANGGONGSI、ZHINENGXIAOSHOUZHANBI”WEIYAOSUDEWUXINGZHONGDUANDAXINGDONG。

  壹串通觀點:以天下之至拙勝天下之至巧,終端唯有笨功夫,才能實現壓倒性勝利!

上海快3   BENGONGFUDEBENZHISHI,JIANGMEIYIGEXIJIEZUODAOJIZHI。ZUOWEIYIJIAYITUIDONGLUODIWEIYIRENDEYINGXIAOZIXUNGONGSI,YICHUANTONGCONG“BIAOZHUNZHIDING——YANGBANDIAN——YANGBANSHICHANG——QUANGUOXUANGUANQIDONG——ZHIXINGJIANDU”QUANLIANTIAOCANYU,XIEZHUKEHUQUDECHENGGONG。

  1、終端生動化,在最后一公里壓倒性投入,將12000個終端變為12000個廣告牌。


  《好太太品牌終端生動化手冊》

  2、提供裝修與物料生產資源,親力親為,布置第一個標準終端樣板店。組織全國經銷商參觀學習,為全國終端形象煥新落地提供樣板參考。


上海快3   【XIANGMUZONGJIANDAIDUIJINXINGBIAOZHUNYANGBANDIANDAZAO】

  【XINGCHENGBIAOZHUNYANGBANDIAN】

  【QUANGUOJINGXIAOSHANGCANGUANYANGBANDIAN】

  3、幫助客戶和經銷商,一起打造樣板市場。


  4、全程推進導購及業務團隊培訓,構建經銷商自身造血能力。


  【YEWUTUANDUIJIDAOGOUHUANXINPEIXUN】

上海快3   【ZHANHUILIANMENGHUODONGHUANXIN】

  【YANGBANSHICHANGFENXIANGXUEXI】

  5、推動樣板市場的全國復制與終端煥新落地。


  【ZUZHIQUANGUOJINGXIAOSHANGCANGUANXUEXI】

  6、全程策劃五星終端大行動全國動員大會。

  YICHUANTONGRENWEI,ZHIYOUYISHIGAN,CAINENGCHUIXIANGCHONGFENGHAO!YICHUANTONGQUANCHENGCEHUACICIDONGYUANDAHUI,BINGFABIAOZHUANTIYANJIANG。

上海快3   【YICHUANTONGHAOTAITAIXIANGMUZONGJIANTANGFEIDUIPINPAIZHANLVEJINXINGXUANGUAN】

上海快3   ZHONGDUANZHENWEIDA,ZHESHIRENZHENGFEIDEMINGYAN。YINGXIAOJIXUYAOJIQIAO,YEXUYAOXIA " BEN " GONGFU,XUYAOZUOHENDUOGANZANGHUO、LEIHUO ! QUDAOZHONGDUANDEYUNZUO,JIUSHIZHEYANGDELEIHUO,SHIGEHAOFEIJINGLIDEKUHUO——FEIREN、FEISHI、FEILIDEGONGZUO,DANSHIDANGQIYEBAZHEGEBIERENBUYUANYIGANDEZUOHAOLE、ZUOTOULE,JIUHUIXINGCHENGQIANGDADEYOUSHI,JUYOUQIANGDADEJINGZHENGLI。WUYI,HAOTAITAISHIZHEYANGDEGONGSI。

后記

上海快3   CEHUAGONGSIDECHENGGONG,BENZHISHANGSHIKEHUCHENGJIUDE!YICHUANTONGYOUXINGJIANZHENGYUTUIDONGHAOTAITAI“3520”ZHANLVEDESHISHILUODI,CONGZHONGYEGANSHOUHAOTAITAI18NIANLAIFEIFANDEDONGJIANLIHEJUEDUANLI。MUQIAN,HAOTAITAIDEWUXINGZHONGDUANDAXINGDONGZAIQUANGUOSHICHANGRUHUORUTUDEJINXING, YICHUANTONGJIANGSHIZHIBUYUDEJIANXING“ZHUIQIUKEHUCHENGGONG,CHENGJIUZIWOJIAZHI”DEHEXINJIAZHIGUAN,ZHULIHAOTAITAISHIXIANPINPAIHEXIAOLIANGDESHUANGFENGSHOU。

  BENWENLAIYUANYUYICHUANTONGPINPAIYINGXIAOCEHUAJIGOU,ZHUANZAIQINGZHUMING:http://ugg896.com/Case/post/1012.html,RUXULEJIEGENGDUOPINPAICEHUADEANLIKEGUANZHUWOMENGUANWANGDEGENGXIN!


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