Liang has many doorways and peddles in the pulpit. Creative marketing; Running the sixth media; Integrated communication; Incubate the boss, these "unique" marketing methods are the original creation of "the king of small devices" Liang.
It is precisely because of these "unique skills" that Liang found another way, thinking what ordinary people dare not think and doing what ordinary people dare not do, and made the small nail clippers the first in China and the third in the world with unconventional marketing ideas.
Extraordinary way 1: mass line
In August 2008, a nail clipper named "Qiao Ya Enemy" was freshly released. "I just want to hold your hand and walk with you all my life!" Become the most touching love story at present, and the products sell well all over the country in an instant.
Huang Weifeng, a 25-year-old boy, is one of the designers of the device and a long-term partner of the device. He told reporters that such a beautiful tooth image was originally designed to make the sense of humor stronger. However, when designing this kind of nail clipper with lovers' pattern, I didn't think of a suitable language to describe it. "So I went to the purchasing manager of Tiny Devices Company to discuss this issue. Each of them has thought about it and raised it to the language to be expressed by this product. " Huang Weifeng said. "It's selling well now, and many of my friends like it very much. Every month we can get a commission of 65438+ 0% of the turnover of this product. "
In 2006, Yan Fu, a girl from Chongqing, won the runner-up in the Minimal Advertising Language Competition because of the phrase "pliers are meant to be, and we have an appointment in this life". Not long after the competition, the new product came out. "At that time, the company did not dare to produce in large quantities, but only produced small batches of samples for market research. It turns out that this product marked' Love' is very popular among young consumers aged 65,438+08-25. Products with advertising slogans have been put on the market for just over a month, and the sales have exceeded160,000 yuan. Because of this creative language, Yan Fu gets a commission of 1600 yuan from the sales of this product every month. " Liang said.
In China, most enterprises will entrust advertising ideas or ideas to advertising companies or their own planning departments, but Liang will not. He believes that the wisdom of the masses is more powerful, the talents in real life are the most perceptive, and the inspiration triggered in life is a good idea.
In fact, soliciting ideas from the society is nothing new, but most people will choose a one-time buyout method, and they can take out 1% or 3% of the turnover as a commission until the product stops selling. Very small devices are a minority. "We don't advocate a one-time buyout, which will make each other risky. In addition, I hope creative people can receive money from our company every month, and you can come and go and communicate with each other. Although there may be only a few tens, hundreds or thousands per month, it is very valuable to establish an effective cooperation mechanism between them. " Liang said.
Liang's nail clippers never ask celebrities to endorse them, but there are always celebrities who take the initiative to "advertise" for him. Among them are former Premier Zhu Rongji, Guangdong Governor Huang Huahua, hermann simon, the "father of the world's invisible champion", and Professor W. Qian Jin, the author of Blue Ocean Strategy. These people make Liang a direct beneficiary under the knowledge economy system.
"No matter what occasion or activity, knowing celebrities, trying to send nail clippers to him, let him take pictures, and then write touching stories according to this scene, this is a business opportunity. Recently, the famous singer and rock singer Mike Jackson passed away. If we put his cartoons on nail clippers, many of his fans will definitely buy them, which is also a business opportunity. " Having said that, Liang gave us an example: on March 8, 2006, all the female delegates, staff and journalists of the Guangdong delegation received the Women's Day gifts from the provincial party secretary and governor. When the gift arrived, the female representative shouted, "Very stingy!" The reporter also booed on the spot and said, "The gift from the governor is very cheap!" This embarrassed the governor of Huang Huahua, who gave gifts at the scene, and even said that "courtesy is light and affection is heavy". But he didn't understand until he opened the gift. It turns out that the gift is a beauty tool gift box called "Minimalist". This little joke was reported by Guangdong media, making this product a household name.
Extraordinary Way 2: Managing the "Sixth Media"
"Our nail clippers can be positioned as the' sixth media'." Having said that, Liang told us a short story: "One year, I invited a table of people to dinner at the Jinghua Hotel and spent more than 20,000 yuan. These people are of high quality, and I sent a business card to everyone. Finally, after drinking the wine and eating enough, about13 people put my business card in their pockets,13 people held it in their hands, and13 people left it on the table without taking it away. What saddens me most is that one of them actually threw my business card into the trash can when he left the hotel. "
It is precisely because of this incident that Liang calculated several accounts: a person may receive a large number of business cards every day, and will also issue a large number of business cards, but rarely take them out for the second time; If nail clippers are only used as personal care tools, they will cost 65,438+10,000 yuan. Even if they are put in the best shopping mall in Wangfujing, Beijing, 10 people will queue up to buy them day and night, and it will take 10 days to sell the last one. And everyone will cut their nails every four days on average, which means they will see their nail clippers every four days.
According to these descriptions, Liang drew two conclusions: first, the market for selling nail clippers as personal care products is very limited; Second, although the nail clippers are unremarkable, they can remind people at an appropriate time.
In this way, Liang came up with a new idea-carving his name on the nail clipper for a while. Such a small idea once again brought great benefits to very small equipment. In the following time, a very small device printed personal name, telephone number and company name on a stainless steel two-piece nail clipper to make a business card nail clipper. Once launched, the market response was extremely hot, and orders such as business cards of salesmen, small gifts of companies, and promotional information of commodities were in an endless stream.
"In addition to using it as a tool for nail cutting, we also sublimate it into a carrier of information, which is specially loaded with important historical information. It can be said that I am a media, and we define ourselves as the sixth media, although we load less information. " Speaking of which, Liang ha smiled.
Liang is a person who is addicted to the "sixth media". Pig Strong, Naked Man, Qinghai-Tibet Railway, Olympic Torch and Shenzhou VII were all born with nail clippers containing information about major events in China in recent years. As for the sales of Liang, I don't care. "Some ideas may die as soon as they come out, but it is meaningful to record these things."
The interoperability between marketing and communication is particularly obvious here in Liang. In addition to nail clippers as information carriers, very small websites, internal publications and "small blogs" have become communication channels. On the "gadget blog", you can see Liang's personal mental journey and the development footprint of the enterprise. Every day, he will visit his blog, fill some water in time and communicate with "bloggers". "This has played an important role in promoting my personal image and company brand." Liang said. "It is only a matter of time before netizens browse blogs to remember the company's brand, deepen their understanding of the company, accept the company's culture and become realistic customers."
Very small tools always create some strange value-added services for customers, such as opening a friendship column for customers in the monthly magazine of enterprises and advertising for customers for free, which makes very small workers have more customers. "For a long time, we have invested a lot of money in the operation and maintenance of' one network, one publication and one forum'. What is directly delivered to the customer terminal is not emotional advertisements, but real services. When the service is widely known, it is not so strange that a very small device makes a big order. "
At present, the spread of most corporate brands mainly depends on external forces, such as print media, film and television media and online media. However, in today's increasingly dispersed media audience and increasingly high media communication costs. It is even more difficult for small and medium-sized enterprises to rely on mass media advertisements for communication. What can we do? "We can only rely on the independent spread of' explosive fruit'!" Liang said. "We should rely on corporate websites or our own products for advertising and information dissemination. Small enterprises and small products that are not concerned by the mass media should think about how to create meaningful and newsworthy classic stories and gain communication opportunities with unprecedented novelty. "
Extraordinary road 3: incubating the boss
In 2004, Saint Allen Business School was established, which is the first private business school founded by private enterprises in China. Its goal is to invest 6.5438+million yuan to train 500 "tiny" store owners in batches within three years.
Liang Dao said, "It's good to be good to everyone." Therefore, he began to build the "3 15 boss incubator project", and he wanted every petty bourgeoisie employee to become a "great man" and a boss.
As long as you have entrepreneurial ambition, recognize this entrepreneurial platform, have controllable funds of 30,000-50,000 yuan, be familiar with office software and network, be 25-38 years old, and have technical secondary school education or above, you can bring your laptop to St. Aaron's Business School for one-week primary training.
During the week of primary training, the managers of all departments (including sales service department, propaganda department, finance department, purchasing department and technology department) of the very small equipment company served as training lecturers to familiarize the trainees with the company's operation process. "This week belongs to the running-in period of love." Liang smiled and said. After a week, weigh whether to stay or not according to your own judgment. For the students who stay, the company will establish a "CRM 150" customer management system for them, and then the seniors will take the market and follow the list to teach them the skills of dealing with customers.
Very small equipment needs to be maintained by each employee 150 customers. Even for fresh graduates, it doesn't matter if there are no customers. The company can provide a lot of boss information, screen congenial customers through telemarketing, and pay a return visit to customers who have no fate. The company will provide information again until it finds 150 like-minded bosses.
During the study period, every student will receive a "very cheap" 800 yuan study allowance every month. "The non-employment relationship between us and our students has produced results during our study here, and we will give him a commission of 10%, but if he can't produce results, he can still get subsidies from 800 yuan. However, the deadline is half a year. If I don't succeed for half a year, I have to go home. " Liang said that after students can independently complete 20,000 to 30,000 orders, they can find a target city to open a specialty store. At this point, the "Minimal Device" will train the students for the second time. At this time, the courses include how to form a team, how to build a corporate culture, how to lead a war, how to unite the centripetal force of the team, how to register a company and so on.
"Cheap" will send excellent students to China Renmin University for MBA. "This is how companies make people. Companies don't need students to have principals, but they need to be ambitious, love learning and savvy. " Liang often says to students: "To join a small team, I am most afraid that I don't want to be the boss, and I am most afraid that I have no understanding. As long as you want to be a boss, a smart company will definitely let you. "
The vast majority of China enterprises will set the sales target of that year every year: "achieve X billion growth a year." But Liang didn't let him do it. How many people can be achieved and trained every year is his pursuit, and it is his goal to make small nail clippers unparalleled in this industry. "When people grow up, enterprises will grow up." Liang touched his bald head and said with a smile. "At present, more than 65,438+000 people have become bosses."
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Who is Liang?
Liang, the general manager of Guangdong Minimalist Appliance Co., Ltd., is a well-known name in the nail clipper industry, because after overhearing the news that the former prime minister was dissatisfied with the quality of domestic nail clippers at that time, he began to focus on making nail clippers and became famous in one fell swoop. In addition, he became the "King of Nail Clippers in China" and "Invisible Champion in China" from the former business owner, and also made his business Saint Yalun leap into the "Dragon Gate" with annual sales exceeding 100 million.
Bald and buck-toothed Liang has been invited to give lectures in famous universities such as Tsinghua, Peking University, Renmin University and Huazhong University of Science and Technology. He calls himself a "beast" and comes from the countryside. He has a bad temper. Although I have been walking in the Jianghu for many years, I still can't get rid of the earthy smell. He is good at spiritual practice and "sells himself" for his own business in exchange for some money. However, even this small business owner, who never stops swearing, often gets more applause than real professors and scholars when he speaks on the stage, and his company has also become the internship base of MBA classes in these famous schools.
Liang has many doorways.
Speaking of managing enterprises and marketing methods, Liang has many "doorways", and they are always one set.
Better be an ant's leg than a sparrow's mouth. Products have no borders, and Xiao Wang is also king.
First, be a mass actor to find feelings, then be a supporting role to be a brand, and then be a star actor to create a brand.
Make friends before doing business. Business is not about family, but friends are the last word.
In Liang's view, the "survival rule" of ants is very similar to the concept of operating other enterprises. An ant is not strong, but an army of 6.5438+0 million ants can sweep the Amazon rainforest and be invincible. The goal of Minimalist is to build a "cutting-edge fleet" of the world nail clipper industry through the "Ant Corps" in China. Nail clippers, a small hardware device that big enterprises don't want to do and small enterprises can't do well, are super complete. Liang believes that everything has two sides. Although the nail clippers are small, they are small, medium and large, and the consumers are large. Everyone can't live without them, so the market is broad. Any "big" is accumulated by "small". "If you don't accumulate steps, there will be no miles; If you don't accumulate small streams, you can't become rivers and seas. " Even a behemoth like an aircraft carrier is built bit by bit.
Liang said to him, "Don't underestimate your own business and your own ability. Xiao Wang is also a king. "