2) Adopt parity strategy. After establishing the cost advantage at the production end, Zulijian adopted a low-price strategy at the sales end, and bought a pair of shoes for the elderly at the lowest price in 49 yuan, which not only benefited consumers, but also formed a huge competitive advantage, effectively blocking the threat of new entrants.
3) a small number of items, independent production. Different from fast fashion brands, the products of Zulijian shoes for the elderly are functional. This is different from those fast fashion brands that follow the "multi-model and small quantity" model. Zulijian's core product series is few and refined, but the shipment of each product is huge. Through the mode of independent production, Zulijian can strictly control every production detail, ensure product quality and minimize production management costs.
4) Extreme service. Zu Li Jian Store emphasizes "extreme service", and the service mode with half kneeling service as the core brings unique experience to consumers. In addition, Ashikaga has also established service systems such as "door-to-door delivery", "door-to-door delivery" and "member discount".
5) Three types of stores and two modes of channels. Zulijian shoes for the elderly have accumulated a large number of customers by opening stores in supermarkets. With the rapid expansion of stores and the improvement of brand awareness, supermarket customers have gradually become a stock market, and finding new increments has become a new topic.
6) Advertising investment centered on CCTV. The stronger the energy of the stimulus signal, the greater the reflection. Zulijian shoes for the elderly cost hundreds of millions every year, with overwhelming investment, advertising in CCTV to stimulate our consumers and urge them to buy them. Moreover, CCTV advertising is not a year, and it will not come down when it goes up, and it will continue day by day.
Centered on CCTV, Zu Lijian also invested in advertisements of satellite TV such as Elevator Media and Beijing Satellite TV Yangshengtang. The overwhelming investment in advertising has actually raised the investment threshold and blocked new entrants.