The importance of the core customer is self-evident. It determines how the company's resources should be allocated to achieve greater efficiency. Simply put, who is the money. For this problem, the general view of the company is that the so-called core customers are in line with the 20/80 principle. That is, the kind of customers with large sales volume or large profits, such customers are the important focus of the company because they are an important source of income for the company. Core customers identified in this way are correct under certain circumstances, but under normal circumstances they are completely wrong and can even cause a fatal blow to the enterprise. After researching many companies, we have a more objective and new understanding of core customers.
"The source" is "important"
McDonald's customer base, if divided according to age can be divided into: 5-14, 15-20, 20-30, 30-45, 45 or more customer groups, core customer groups may be between 20-30 years old according to spending power However, after research, McDonald's core customer base is between 5-14. why? This is to say when McDonald’s just started China a decade ago.
When McDonald's first entered China, it opened a two-story independent restaurant at the crossroads of Wangfujing in Beijing. At that time, McDonald's was a new business for most Chinese consumers. Most of them are concentrated in people around the age of 30 who have certain spending power. However, after tasting McDonald's, these people generally rarely look back. According to the survey, most people think that the taste of McDonald's is not good, compared with the old Beijing noodles. They feel that the latter is more flavorful. Due to the Chinese food culture, McDonald's cannot establish its own consumer groups in the existing potential consumer groups. If you want to reverse this situation, you must start by changing the consumer's food culture habits. Changing eating habits must be taken from children, especially children around the age of five. According to medical research, children generally form taste habits around the age of 5, which is called sour, sweet, spicy, etc. If these children can get McDonald's from snacks, cultivate their eating habits, wait until When they grow up, they will be loyal consumers of McDonald's, and their children will inherit the habits of their parents and become frequent visitors to McDonald's. Therefore, there is no doubt that children are the core customers of McDonald's, and McDonald's marketing strategy must be closely related to such a core customer base.
Children are core customers, but children lack self-awareness and how to attract children becomes the key to the problem. McDonald's found that between children eating and playing, playing is often more important than eating. It is an excellent marketing strategy to enhance the attraction of children through playing. For this reason, McDonald's reflects the layout of the restaurant to the overall layout. Children's characteristics, not adult characteristics. All McDonald's have children's playgrounds, and free time for students to provide self-study time. The waiters lead children to do gymnastics, celebrate birthdays for children and give birthday gifts, etc. It is said that many children just want to get gifts, and ten in a year. A few birthdays. The above activities show that McDonald's has a good intention in children's customers. These are because children are the core customers of McDonald's. Now we see the strong consumer groups around 20-30 years old, which were cultivated by McDonald's more than ten years ago. result. Therefore, children are the source of McDonald's customers and are the core customers in the true sense.
"earlier" is "important"
Core customers are likely to be born from customers who are aware of earlier or applied products. Baby milk powder is a very obvious example. The main consumer groups of infant formula are of course those mothers who are breastfeeding, but the real core customer group is not the mothers who already have children who are breastfeeding, but the pregnant mothers. The original baby's mother usually chooses the milk powder before the child is born, and if the baby uses a milk powder, it will not change another brand of milk powder, because the milk powder will cause the baby's diarrhea, so most of the time the baby will Stick to a milk powder.
According to this situation, most companies will sell milk powder to their mothers before the baby is born, and one-on-one product promotion. Because of the popularity of China's family planning system, obtaining such a list is not extremely difficult. Therefore, telemarketing and direct investment services have become an important marketing tool. In order to compete for customers to adopt high-density methods during maternal pregnancy, they even use the gift method to win customers. However, once the child is born, the promotion work of the manufacturer is also It will gradually calm down, and we find that the real core customers are those who recognize or use the product earlier.
The same is true in the mobile phone industry. Sometimes the real core customers are not the rich people, but the customer groups who are pursuing fashion and willing to try new things. They are the core force driving the development of other markets. The automotive industry, the daily chemical industry, and the tourism industry all have similar problems.
"More critical" is "more important"
The core customers in many industries are those who are more critical and driven. As far as cosmetics are concerned, in the early days of market entry, core customers may be those who have a driving role. I have contacted a lady who asked why she chose a certain brand of products. She replied that because a big sister of her neighbor's house also used this brand of cosmetics, because the big sister looks very much like Maggie Cheung. Therefore, the cosmetics she used were linked to Maggie Cheung and played a direct role.
The construction industry and IT system integration are also often driven by core customers. For example, if a construction enterprise wants to develop into which area, it is more important to have an impact benchmarking project in the area. These benchmarking projects should have certain influence in the local area and play a huge demonstration effect. On the one hand, companies may often be unprofitable, but for future market development, companies still need to operate actively. Otherwise, even if 100 projects are done, if this project is not done, it is likely to affect long-term development. These customer groups with exemplary effects, whether they are on fast-selling products or industrial products, are critical to their identification.
In short: core customers are not just 20/80 principles, that is one of them, and more core customers will show different characteristics with different products, different market maturity, and different ways of purchasing customers. . Therefore, being able to effectively define core customers is critical to the business and he will tell us:
1. How has our customer base developed?
2. Which brick should we pick up from the market?
3. What is our more effective sales model? why?
4. Who should we spend on, and how should we spend it?
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