Background: On August 23, 1958, thousands of artillery shells bombarded Kinmen Island. Now these shells have become a pillar industry in Kinmen - excellent raw materials for Kinmen kitchen knives... Kinmen kitchen knives are an unexpected product of thousands of artillery bombardments on Kinmen Island.
On March 19 this year, the author had the honor to visit Xiamen. While traveling in Xiamen, I suddenly discovered a company that makes kitchen knives, Junheli. According to factory personnel, Junheli is a subsidiary of a Taiwan-funded enterprise located in Xiamen. What shocked the author was that Junheli did not focus on media promotion. As a traditional enterprise, consumers could not see any advertisements, and the media lacked relevant reports. Print media, TV media, and electronic media have not seen any advertisements from relevant companies. In today's era where the smell of wine is feared by the dark alleys, companies that make kitchen knives do not place any advertisements, which more or less leaves more consumers in suspense. If a company has good products but lacks proper marketing and sales channel expansion, the products are likely to become hoarded waste products and are unlikely to generate real value.
The author personally searched for information on the Internet. Judging from the information fed back by search engines, there was very little information about Junheli Company. I didn’t even see the company’s website. Some of the information was just about netizens buying kitchen knives while traveling. Just a few words. At present, many traditional companies in China like to form partnerships with various media and spend a lot of money to pursue traditional promotions. Junheli relies on Xiamen's local tourism resources and uses word-of-mouth referrals from tourists to also promote the company's products. Promote sales at home and abroad. Junheli’s successful experience deserves more companies’ attention and reference. The author believes that the success of an enterprise mainly depends on the correctness of the corporate strategy. The success of Junheli lies in the implementation of a simple and feasible tourism marketing strategy. Specifically manifested in the following aspects:
one. Integrate tourism resources for marketing; tourism resources are Xiamen's biggest advantage. Local companies take advantage of Xiamen's superior geographical location, a seaside city with a strong atmosphere of relaxation and leisure. Tourists come from all over the country and abroad. There are hundreds of millions of tourists in a year. The huge number of tourists traveling in Xiamen not only brings great opportunities to Xiamen, but also creates more opportunities for local companies to promote and sell products. Good opportunity.
two. Simple and effective promotion method; for one-to-many face-to-face promotion, the promotion method used by Junheli is relatively simple and traditional. It does not use more high-tech methods when explaining. The promotion staff and tourists are purely used to explain and demonstrate on site. In the promotion method, there is only one person participating in the explanation, and there are no less than 6 places where promotion is used. Different promoters explain and promote to tourists in multiple places. These promoters should all be strictly trained, such as explaining the sharpness of kitchen knives. , will choose some different materials to compete with kitchen knives, and even say that the disadvantages of stainless steel are useless. Although this traditional sales method is used by many companies, it is somewhat different from direct sales on the street.
Because the audience for street sales is relatively mixed, personnel turnover is fast, personnel have different levels of consumption ability, and personnel social relations are relatively complex. Sales on the streets and alleys can be adapted to local conditions and can be moved flexibly, and the venue cost is very low, even free in some places. Therefore, the prices of products promoted by corporate companies are generally relatively low, the products are not high-end, and the quality of the products and follow-up services are not guaranteed. Jun Heli is promoting within the company, and more initiative lies with the company. Junheli Company controlled the entire explanation process in a very orderly manner, and the way of expression and on-site demonstration were very convincing. For example, the live performances of cutting steel pipes and cutting cowhide with a knife were quite attractive. Later, interactive links were added, and on-site visitors were invited to demonstrate and confirm, in order to dispel the doubts of target customers and encourage customers to buy the product with confidence.
three. Effectively grasp audience psychology;
In fact, many people who travel to other places have certain purchasing power, so domestic and foreign tourists are the target audience of local enterprises in Xiamen. When tourists travel around mountains and rivers, they feel comfortable and thus relax and gain happiness. When a person feels comfortable, his or her guarded state is lifted, and the desire to buy products will be more active and stronger. Therefore, merchants have much more opportunities to make sales in a happy atmosphere than usual. At the same time, it is not difficult to understand that many tourists spend a lot of money while traveling and enjoy shopping.
Mastering the audience's psychology is half the battle. Tourists hope to gain spiritual enjoyment while relaxing during travel. As a tourist destination, Xiamen meets the spiritual needs of domestic and foreign tourists. In order to satisfy their spiritual desires, tourists also hope to obtain material needs in tourist attractions. For example, they will spontaneously enjoy local food and go to commercial pedestrian streets to buy local specialties. The Kinmen kitchen knife is one of the specialties of Kinmen, an island near Xiamen. It has a long-standing reputation and has both practical value and certain commemorative significance.
Wave after wave of tourist pictures come to Junlihe for viewing. From the perspective of the company, tourists with purchasing power are the target audience. How to gain the recognition of tourists in short explanations and demonstrations can encourage tourists to spend money. Purchase products. Therefore, commentators should undergo relevant training. Firstly, commentators should be familiar with the company's products. Secondly, they should have a high degree of expressive ability. In addition, the language style should be humorous and natural, making it easy to interact and communicate with the audience in a short period of time. Finally, they should completely eliminate tourists' concerns and attract tourists. We go to buy products.
When the staff explained the product, they talked endlessly about the performance and characteristics of the product, interspersed with some humorous language, some over-exaggerated actions, and the on-site interaction of the tourists, which aroused many tourists' desire to buy, especially Many tourists who have already married have the desire to make impulse purchases.
Four. Word-of-mouth spreads information more effectively than traditional advertising;
1. There is suspense in the desperate situation;
From the picture above, we can see that Junheli Company’s route in promoting and selling products mainly relies on word-of-mouth communication among tourists from various tourist groups. Before the tour group entered Xiamen, tourists received preliminary information from travel agencies and other service agencies, such as visiting Kinmen Kitchen Knife listed in the travel itinerary. This left tourists with initial suspense. Is Kinmen Kitchen Knife worth visiting? What's so special about it? Is it cutting iron like clay or blowing hair into pieces?
After all, the Kinmen kitchen knife can easily evoke the martial arts plot of many male compatriots. From the time the tourists boarded the bus to Xiamen, the tour guide did not reveal much information about Kinmen Kitchen Knife. The suspense continues to be hidden and the mystery has not yet been revealed. Therefore, tourists will unconsciously have the idea of taking a look or verify it in person. In this way, tourists can easily accept the mysterious product-Kinmen Kitchen Knife. The eagerness to visit Kinmen Kitchen Knife is very beneficial to product sales.
2. Liu Yin Hua Ming Tan Kitchen Knife
At Junheli Company, the author suddenly discovered that there were not many tourists visiting in groups. The tour bus stopped at the roadside. It was expected that many tourists could not wait to enter Junheli Company and read the information about Kinmen kitchen knives on the corridor wall. The key to the next step lies in the commentator's expression and skills.
After the on-site promotion staff gave a vivid introduction, the tourists suddenly realized that Kinmen kitchen knives are more than just one knife. They are a set of tools for cutting vegetables, bones and frozen meat. They are not only sharp, but also easy to use and durable. Words are not true, seeing is believing. The promotion personnel arranged by Junheli Company demonstrated the characteristics of the kitchen knife one by one on the stage, such as cutting vegetables, cutting steel pipes, etc., and conveyed the selling points of the kitchen knife to the target customers on site one by one—— tourists.
Inspiration from tourism marketing:
In the process of promoting the product strategy of Junheli Company, its information dissemination method is completely consistent with the characteristics of repeated advertising. But what is certain is that word-of-mouth communication is much better than advertising in traditional media. Traditional media promotion is expensive, poorly controlled and wasteful, and the advertising effects are sometimes not ideal. This money-burning promotion method is suitable for group companies with a certain economic strength.
Word-of-mouth communication not only saves promotion costs, but also has the amplification effect of getting twice the result with half the effort. As long as the company's products are excellent and the service quality is high, in the process of product promotion, word-of-mouth referrals will promote a surge in product sales, and it is easy to increase sales during the promotion process. Get explosive results. This word-of-mouth marketing strategy is more suitable for small and medium-sized enterprises. If used well, it will achieve surprising results.
Enterprises do not necessarily rely entirely on traditional media to promote products and brands. The best and most effective way is to promote products and brands that suits them. A company that makes kitchen knives can rely on its environmental advantages to turn domestic and foreign tourists into channels for company brand promotion and product sales. This alone is not easy from a marketing perspective. It is worth mentioning that local tourism service agencies and tour guides have also played a role in fueling the situation. In fact, if you look at the problem from another angle, you can definitely do it if you are equally smart.
