Case study of decentralized marketing mode

1. Why is decentralization the most fundamental feature of blockchain
since the birth of blockchain, decentralization has been regarded as one of the core attributes of blockchain by the instry. However, in recent years, some domestic instry leaders have begun to deny this,
even some people claim that the word decentralization is a major misleading translation of the blockchain instry, and call for the translation to be "point-to-point", and the rule maker of any blockchain application is the fundamental center. This is an extremely wrong tendency, which may mislead many blockchain entrepreneurs and make them detour in the process of exploring blockchain application landing
what is "decentralization"
"decentralization" is translated from the English word decentralization, which is composed of the prefix de -, stem central and suffix ization. Among them, the stem central means "center", the suffix - ization means "... Hua", and the prefix de - has the meanings of leaving, removing, canceling and opposite. Therefore, it is very accurate to translate it into decentralization
what is the meaning of decentralization
vitalik buterin, founder of Ethereum, published the article "the meaning of decentralization" in February 2017, elaborating the meaning of decentralization. He thinks that we should distinguish the centralization and decentralization of computer software from three perspectives: architecture, governance and logic.

2. Bitcoin, Leyte coin, dogcoin, Diandian coin, American card coin, bitstock, dark coin, black coin, Ruibo coin, Malaysian coin, Mediterranean coin, Yuanbao coin, Zhaocai coin, sand coin, network gold

3. When we mention the word "fashion", we often think of Paris, Milan and even London; When it comes to popularity, there are also "Chanel", "Dior", "Gucci", "Armani" and possibly "Dunhill"“ "High grade, fashion, luxury" is their pronoun, decades or even hundreds of years of development history makes it more into the sense of nobility, "spring snow" type marketing measures so that ordinary consumers are always out of reach

Spain is located in the southwest of Europe, and the barrier of the Pyrenees Mountains makes Spain a corner. In most people's minds, Spain has beauties, beaches, bullfights and football. The word "fashion" seems to have nothing to do with Spain. However, in recent years, there has been a "Spanish whirlwind" in European fashion circles. Zara as a representative of a group of alternative fashion brands to break through the shackles of traditional, dignified and become a fashion leader. What makes Zara become a competitive international brand in a short time< First, it should be attributed to the efficient proct organization system

here, we say that Zara's procts are not development, but organization, because it has buyers with a strong sense of fashion smell all over the world, helping Zara brand to collect the current popular procts in the region all over the world, and centralize the procts in designated places through purchase, and professional fashion designers will carry out brand-new revision according to category, style and style, A new proct theme series is formed, which is in line with the current fashion features. More than 200 designers are employed to obtain design inspiration from Milan and Paris fashion shows, and make use of the tradition of high-end brands to release fashion information in advance (such as autumn and winter fashion in March, spring and summer fashion in September, and there is usually six months between the release time and the real sales season), Zara's window is already displaying the content while fashion magazines are still forecasting the trend of the season< Second, the fast proction and supply chain enables the brand to win the market opportunity

it usually takes 2-4 months for traditional fashion brands from proct design to flour accessories procurement, proction and processing, logistics and transportation to the final procts on the shelves, while the time for high-end fashion brands is longer. Zara uses the global procurement and transportation system to make the whole process of putting goods on the shelves of regional stores take as short as 10 days. The new procts of global stores are almost delivered at the same time, and the short time difference will not exceed a few hours. In this way, Zara will sell the popular procts in the existing market in batches at the first time, keeping up with the pace of fashion. By using the small batch and multi batch supply mode, new procts will be delivered to local franchised stores twice a week, and the procts with a sales period of more than two weeks will be replaced in time. In this way, it not only accelerates the update rate of procts in the store, but also encourages consumers to patronize frequently; Moreover, the franchised stores do not need to set up special warehouses, which reces the investment of marketing cost

Third, special marketing methods attract more consumers to shop

Zara brand has more than 500 stores all over the world, and each Zara store is called a small mall rather than a shop, because Zara stores often have an area of more than 10000 square meters and tens of thousands of different styles of clothing, so that consumers can form a "one-stop" shopping environment. A variety of small amount of marketing methods, so that the same style, different sizes of fashion only more than 10 pieces, good sales, replenishment up to two times, on the one hand to rece the proction of homogeneous procts, to meet the market fashion, personalized demand; On the other hand, it also promotes customers to proce instant consumption to avoid shopping regret

Zara provides high-quality and low-cost fashion to 25-35 years old customers with high fashion sensitivity and strong consumption power by combining the best-selling fashion items of each season, integrating the marketing advantages of various brands, and through the way of revision and collection“ What do consumers want? " It has become the most important reference target for the company's operation. The front-line staff of global retail outlets listen to consumers' suggestions on procts, from color, style to price, and collect them back to the head office every day. The design department immediately reviews them. After two weeks, the new procts proced according to customers' suggestions can be found in the store. The rapid market reaction and reasonable brand operation mode make Zara brand grow at an annual rate of 30%, and the annual marketing amount exceeds 2 billion US dollars

the emergence of Zara breaks the traditional way of clothing brand operation, and its core value lies in "speed"! Through all aspects of the "speed" to enhance marketing, "the first bucket of gold.". Its mode can be used for reference by our enterprises, increase the means and methods of market operation, and provide us with broader business ideas. However, "reference" is not "plagiarism". In addition to making appropriate reference according to the actual situation of enterprises, we should also pay attention to the following aspects: the speed of

improvement comes from intensive and efficient management

"speed" is Zara's magic weapon to occupy the market, but behind "speed" is Zara's intensive and efficient management. China's clothing brand enterprises from raw material procurement to proct market supply, each link in the instrial chain is still in its own way, without subordinate relationship. The marketing of a proct needs four basic links: proction and purchase of flour accessories manufacturing of finished procts of garment enterprises logistics and transportation of goods brand terminal sales. Even if one link can provide efficient supply opportunities in management and operation, but other upstream and downstream cooperative enterprises can not cooperate with it, the "efficiency jam" will still be formed eventually

Zara was faced with such a difficult problem at the beginning of brand creation. It can only develop step by step according to the traditional way. Although it has ambition, it has no use. After finding the bottleneck that "if the current mode can't be broken, it can't proce higher efficiency", Zara invested heavily to set up its own textile factory and garment processing factory, and established independent logistics and transportation enterprises in some major regions of Europe. The 14 factories are connected to a super large automatic distribution warehouse, which is completely self-made and self sold. Although the proction cost is 15% to 20% higher than that of outsourcing proction, the efficient operation management improves the proction speed and reces the stagnant cost caused by inventory, so it can maintain a stable profit of 10%. When Zara's stores left Europe and arrived in America and Asia, in order to solve the same problem and rece the investment in fixed assets, they took the way of equity participation and established cooperative relations with some proction enterprises with strong proction capacity and guaranteed management and proct quality, while the logistics system was solved by professional transportation companies in the sales area. Therefore, it has formed today's rapid supply system that takes only three weeks from the beginning of proct design to material selection, dyeing and finishing, tailoring, sewing, ironing, transportation and even finished procts on the shelf

of course, we can't invest as much as Zara to set up our own proction and supply chain, but China has a large number of textile and garment manufacturers, which can achieve the same results in many ways

stable brand comes from stable supply. In the process of brand operation, many enterprises, in order to avoid business risks, often adopt the way of "virtual operation", and form a fragile business cooperation relationship with the upstream proct manufacturers and downstream proct sellers. The two sides can not reach a good development consensus. Therefore, to establish a cooperative business model with downstream enterprises and businesses by way of equity participation can not only link the relationship between the two sides more closely, but also form a "joint force" effect; On the other hand, it also enables brand enterprises to participate in the management of proction, which is more concive to the overall planning of the whole process and breaks the bottleneck of "efficiency blockage"

the improvement of speed comes from the advanced brand operation mode

the operation modes of Zara and similar clothing brands have been summarized in the world, that is, first-class image, second-class procts and third-class prices

international brands have very strict requirements in terms of image. Even a family workshop will decorate the store with its own characteristics. The establishment of image is not only the embodiment of financial strength, but also an alternative expression of brand culture and proct characteristics. Domestic enterprises tend to focus only on the former, while international brands pay more attention to the latter. They believe that "sentiment" and "connotation" are the "guiding stones" for mature consumers to recognize the brand and generate the second purchase intention. Therefore, they will set up a unified and personalized image logo according to the characteristics of the brand, and implement and operate in accordance with such "hidden rules" from service to display, from management to planning

the so-called "second rate procts" refer to the procts of high-end fashion brands. In order to adapt to the rapid entry of procts into the consumer market, we should try to avoid the use of fabrics with long proction cycle or high grade in the proction, and the non winter fashion women's clothing is the main proct type. They will be "fashion" has nothing to do with the details of all cut, to ensure proct quality under the premise of maximum cost savings. In the aspect of proct design, we should not demand details, but pursue the most popular procts in the current period with proction advantages. We should not seek "similarity in shape" but "similarity in spirit"

in terms of the understanding of "price", domestic brand enterprises always think that "fashion" procts should be and must be "high value" procts in addition to their high R & D and proction costs. However, Zara's idea is different. They think that no matter how good the proct is, if it doesn't sell out, it's just a pile of waste procts that occupy the warehouse and depress the capital. Instead of waiting for the price to sell, it's better to generate cash and promote the secondary proction. For example, women's tops in Zara's Singapore franchise store are only 19-26 yuan, while the same type of procts are sold to 40-60 yuan in other brand stores. Therefore, more consumers will not hesitate to buy a garment as long as they see it. The consumer price of each garment is not high, but after repeated consumption, the average consumer can spend more than 100 yuan after visiting the store, And the heart will feel very affordable

Zara's operation mode is worth our enterprises to think about. When China's consumer market is graally in line with the international trend, whether it has a "fast and accurate" market response method will become a yardstick to measure the core competitiveness of clothing brands. As Confucius said, "three people, there must be my teacher". In the market environment, each brand is not only a competitor, but also an example to learn from. Then, who can learn, learn from and adapt to the actual situation will win the market and a broader development space<

Hao Ligang, the original work, is very famous. This is his blog
http://blog.linkshop.com.cn/u/xingxieye/archives/2007/90376.html

4. Rare treasure mineral water integrated marketing planning case
Case:
in Wuhan, rare treasure mineral water is in short supply and has become the first brand of mineral water in Hubei Province. In Beijing, rare mineral water ranks among the top five in the water market. Rare treasure mineral water is very popular among primary and secondary school students. Children affectionately call it "gege water". This is a wonderful marketing campaign carried out by Hubei rare treasure mineral water Co., Ltd., a subsidiary of Wuhan state owned assets management company, and Beijing Pifu marketing planning Co., Ltd. after rapidly monopolizing scarce resources, taking the lead in hiring Zhao Wei, a star, and boldly "borrowing the east wind"< Market Research and analysis
1. Market background
(1) the competition in the beverage market is fierce
there are many varieties and brands in the beverage market, with large investment in marketing and low profit. With the emergence of new varieties, new brands of fruit juice and functional drinks, the beverage market has been chopped up and subdivided, dividing up consumers' pockets and occupying the beverage market
(2) there are many brands
the water content of beverage is pure water (including space water, distilled water) and mineral water. There are more than 1000 pure water proction enterprises and more than 1000 mineral water proction enterprises in China. In Wuhan market, there are 29 kinds of pure water and 21 kinds of mineral water
(3) pure water is superior to mineral water in all aspects
from advertising, marketing level, brand appeal to consumer preference, mineral water is inferior to pure water on the whole. The objective advantage of pure water utilization is low cost, and consumers have misunderstandings on the choice of drinking water at this stage
(4) mineral water has a good prospect and great potential
in developed countries, drinking mineral water is the sign of health and taste. World famous brands of water drinks are all mineral water, such as Evian in France. Mineral water has a long history of nearly one hundred years in the world. In China, consumers' understanding of mineral water has been improved rapidly. Drinking water is not only thirst quenching, but also good for health. The quality of mineral water in China has been greatly improved, and the qualified rate has increased from 34.5% in 1992 to 78.2% in 1997. The sales volume of some brands of mineral water is also quite large

2. Status of competitors

the first group army: Rebecca, Wahaha, Master Kong, they are leading brands; The second group army: Nongfu Shanquan, Yibao, xiaoheizi, huoteman, they are strong brands; The other 40 kinds of water drinks are inferior brands
the first ranking Master Kang was 30.64%
the second ranking las was 28.56%
the third ranking Wahaha was 15.74%
characteristics; The brand is well-known, the enterprise is powerful, and the advertising investment is large. The company proces both pure water and mineral water. It not only makes money from the low cost of pure water, but also depends on the image of mineral water tree
Rebecca and Wahaha set up branches in Hubei Province to implement localization strategy, rece costs and strengthen competitiveness
3. Status of consumers
consumers have formed the habit of buying drinking water. Regular buyers account for 48.89%, occasional buyers account for 48.15%, and only 2.96% never buy. The age structure is obviously light
characteristics of consumer behavior: pay attention to brand and taste, and have a vague concept of mineral water and purified water. However, some consumers have realized that drinking purified water for a long time is not beneficial and began to pay attention to choose high-quality mineral water
4. Market potential
Wuhan is one of the four "Furnaces" with a huge sales volume of beverage water. Among the 7.5 million people in Wuhan, those who often buy drinking water buy more than one bottle (600 ml, 1.20 yuan) per day in summer, and the sales volume is 396 million. The occasional buyer bought one bottle every week in summer, and the sales volume was 55.7288 million. Ignoring other seasons, the actual potential of drinking water in Wuhan is at least 450 million yuan, even if 50% off, there will be more than 200 million yuan
5, rare treasure market performance
popularity, reputation is not high. In Wuhan, rare Baoyuan's market share is only 1.70%. 87.41% of consumers didn't know about rare treasure, and 12.60% knew about rare treasure; The brand awareness was 16.20%
the sales volume is very low. In 1998, 1700 tons were proced, and the total sales volume is less than 4 million yuan. The annual sales volume in Wuhan is only about 800000 yuan
rare treasure has its own characteristics, but its performance is not outstanding. Rare treasure selenium rich characteristics are different from other pure water, mineral water, but less known
the price is high. In the consumer does not know is the good water situation, the price lacks the competitiveness
the distribution work is not good and the purchase is not convenient
the packaging design is extremely poor, and the bottle stickers seem old, classless and tasteless
there is a brand survival foundation. Rare treasure in Wuhan by interpersonal relationship sales for three years, maintained the brand survival foundation< The company was established in October 1992, and its proction place is Jianshi County, Enshi Prefecture, Hubei Province. In 1995, the proct was put on trial sale. In March 1997, the company set up a sales head office, with a design proction capacity of 20000 tons per year. Rare treasure has been listed for three years, and its market share, reputation and total sales are still at a very low level. What factors affect rare treasure? Through investigation and research, it is found that the main problems are as follows:
1. Especially in the sales system, it does not adapt to the modern market competition environment, and has not established a set of scientific, unified, authoritative sales command center and professional and efficient sales team. Wuhan Branch and trading company are fighting each other
2. More management, less business; There are many idle people, but few working people
3. Shortage of marketing talents. Due to the shortage of marketing professionals, they only know how to manage proction, but they don't know how to market; I only know that I and my procts are good things. I think people will love you. I don't know why people have to love you; I only know how to invest bravely in proction equipment, but I dare not spend money boldly in advertising, and so on
4. No clear positioning. Rare treasure has no market positioning, no proct function positioning, lack of unique sales proposition (USP), proct image is fuzzy. If there is no benefit point for consumers, why should they buy it
5. No market research, no advertising. Without market research is like letting the blind fight ahead. Without advertising, how can consumers dare to drink "never heard of water". As a result, consumers have no interest in it and dealers have no confidence in it
6. Rare treasures are rarely seen in shopping malls, supermarkets, tourist attractions and street stalls. Mineral water, a ready to buy, ready to drink commodity, can never be bought well if its distribution is so poor. Because no one can run thin legs for a bottle of water
7. Lack of marketing skills. Due to the shortage of marketing talents, the marketing level of rare treasure is very low, there is no market research, no strategic planning, no long-term planning, and the marketing planning is incoherent and unsystematic. The advertising positioning is fuzzy, the advertising strength is not enough, and the technique is backward. Blindly open up the market, no focus, no primary and secondary, etc
8. Poor packaging design. The bottle looks old, classless and tasteless. Packaging is the face of the proct, the face is not clean, very ugly, consumers will be interested in it
9. The external competitive environment is bad. The beverage instry is one of the most competitive instries in the market, and the most powerful competitor of mineral water, pure water, is very strong. With low cost, relying on big brands and strong financial support, they occupy the dominant position of beverage water under the guidance of the right market strategy. It is not easy for anyone to open the mineral water market
strategic planning
1. Strategic thinking: clearly draw a clear line with purified water, do not fight a price war, do not go downhill with it; Play the function card, highlight the price of rare treasure natural selenium, and clarify the value-added benefits that consumers can obtain; To advocate a green and healthy lifestyle to the whole society, spread scientific and correct consumption concept, so as to establish a brand image of rare treasure with high health and taste, and create an enterprise image that is sincerely responsible for the society and works for the benefit of mankind
2. Strategic steps: establish a brand and be the local leader; Strengthen the brand and become the famous brand of mineral water in China; Extend the brand and become the world's leading green health instry with selenium as the core
3. Strategic deployment: Take Wuhan as the base, take Beijing as the key market in the north, take the lead in breaking through, stabilize the position, and move to the whole country
4. Brand image positioning: health, vitality and noble taste
5. Proct function orientation: enriching selenium, protecting eyesight
rarity is the most important thing. Rare treasure mineral water is one of the scarce resources of mineral selenium, which is the only natural mineral water with selenium content up to standard in China, and the only high-quality mineral water with selenium, sharp, low sodium bicarbonate minerals up to standard at the same time in China. This is an important basis for proct positioning and a foothold for value monopoly and competition
how to find the match point between proct features and consumer needs? Selenium has many effects, such as anti-cancer, improving cardiovascular and cerebrovascular diseases, protecting eyesight, etc. only by protecting eyes and improving eyesight, which is most in line with the identity of water and most suitable for the consumption psychology of water, consumers can believe it and are willing to accept it. Scientific discussion shows that it is objective, effective and feasible
6. Three levels of core procts: first, quench thirst; Second, improve vision; Third, to provide a variety of trace elements needed by the human body
7. Consumer orientation: mainly young people, with primary and secondary school students as the breakthrough point

according to the function orientation of rare treasure, it enriches selenium and improves vision, so the consumer group is clear: ① primary and secondary school students; ② Intellectuals, computer operators; ③ The elderly and tourists with poor eyesight

for the communication of various consumer groups, there should be primary and secondary steps, student groups are the key points, and breakthroughs should be made first
marketing strategy
I) marketing concept
1. Brand concept: sell water, sell health at the same time, give you good eyesight
2. Brand foundation: not only meet the basic physiological needs, but also provide excess value that other brands can not provide; And the above interests can be satisfied in a convenient and pleasant situation
3. Concept support: Based on the physical and geographical structure of the place where rare selenium mineral water was proced, the concept of "continuous upgrading three levels" of rare selenium mineral water was created
the first level: the water quality is clean, rich in selenium and contains many trace elements after 16 years of aboveground circulation
the second level: the hillside gushes out at the depth of 10 km below the mountain
the third level: Super removal of general mineral water, to achieve a variety of elements, especially selenium, strontium, low sodium bicarbonate content of all standards
4. Marketing concept: Based on the latest modern integrated marketing communication theory, combined with PIFF's planning concept and experience, combining tradition with innovation, mobilize all means that can be mobilized, such as advertising, public relations, event marketing, promotion, news publicity, CI, etc., to open up the market for procts and establish famous brand services in a coordinated way< (2) marketing mix
A. procts
1. Replacing old bottles with new ones: replacing bottle stickers. Rare treasure is a proct that has been on the market for three years in Wuhan. The name can not be changed, and the water does not need to be changed. But the old image must be changed. The original bottle sticker gives people the impression of being outdated and low-grade. The water is colorless and tasteless, rich in minerals and invisible. Then the bottle sticker represents water, and it must be able to "speak" for water. This technique is extremely important
design idea: first of all, a logo with high taste should be designed as the core of the VI system, and other elements should be combined with it to show the beauty

6. I seldom get in touch with marketing, so I don't know much about it.