China beauty industry marketing expert, partner and chief marketing officer of Beijing Jingershen Media Co., Ltd., has been engaged in the beauty industry for 12 years, and is one of the few practical experts in the domestic beauty industry. He deeply studied the industry marketing theory and actual combat, aiming to help more enterprises get out of the marketing dilemma and double their profits.
Chinese name: Yang Jiyuan.
Ethnic group: Han nationality
Occupation: Marketing Lecturer
Representative works: "Your Road to Success in Beauty Industry" and "Nine Wisdom of Beauticians".
Basic information
Chinese name: Yang Jiyuan.
Nationality: China.
Ethnic group: Han nationality
Date of birth: 198 1 year
Occupation: Marketing Lecturer
Representative works: Your road to success in the beauty industry.
Audio-visual works: nine beauticians' wisdom, wolf spirit and invincible sales process of beauty industry.
Main courses: pioneering performance, activities and planning of beauty industry, profit model of beauty industry, etc.
personal data
When I was a child, my academic performance was poor, I was timid, and I was laughed at and hit by others, leaving a shadow of extreme inferiority.
In middle school, he unfortunately suffered from stuttering, which made him feel more inferior, so he got mild depression and felt that he had no future.
In high school, he didn't want to have enough. He constantly broke through himself and was admitted to Jilin Normal University, but unexpectedly chose to give up.
Entering the society, I originally had a stable job, but I was not willing to live such a dull life, so I resolutely chose to take another road. Joined the beauty industry in China in 2000.
When he entered the business, he was only an apprentice, and he had no money, ability and status. But for the sake of his dream, he made up his mind and often worked hard until the early hours of the morning, winning the recognition and support of the team.
At work, he worked hard in Saburo, rose to the fourth level within two years, and finally became a hot professional manager in the industry. At this time, his marketing talent stood out, and he was called a marketing genius by everyone for his high success rate of marketing planning.
Yang's marketing concept
First, hunter marketing and farmer marketing. The hunter marketing model is like a hunter hunting. If you are lucky and in good shape, you can do more. If you are covered in fat and unlucky, you may not catch your prey for a few days, and you will faint with hunger. Many beauty companies adopt this marketing method, and do not solve the marketing problem from the root, so their performance is unstable. Farm-style marketing, like farmers, sows, waters, fertilizes and kills insects, and follows the laws of nature until it is harvested. I suggest that beauty enterprises adopt farmer marketing, solve marketing problems from the root, and conform to the natural laws of marketing, so that enterprises can do it for a long time. Understandably, due to the intensification of competition in the industry, most businesses feel great pressure, so the first sentence when they see me is, Mr. Yang, aren't you a marketing expert? Why not help me improve the performance from 300,000 to 400,000, and improve the performance of 65,438+10,000? In fact, it is easy for me to plan an activity casually, but can enterprises rely on this for a long time? This hunter-like marketing eventually led many enterprises to kill the goose that lays the golden egg, and eventually went extinct.
Two, nine chain marketing nine chains, interlocking, marketing is the same, all marketing behavior of enterprises should have its purpose and relevance, otherwise, your marketing planning effect must be bad, for example, many beauty companies engage in giving away, giving away is a marketing activity that drives sales, but giving away can't be sent indiscriminately. What is the purpose of your gift? The customer does project A, and you give it to project B, but project B is not the project you advocate to the customer, but it is only for the sake of giving it, or because the cost of project B is relatively low. In fact, this is a big misunderstanding of marketing. Today, customers do project A, and you give it to project B, it must be because project B is the project you will focus on promoting next, or project B has some connection with your future sales, otherwise it is not a good marketing strategy.
Third, category marketing Many beauty companies do not have a clear customer classification, and there is only one strategy to treat all customers. Only 5,000 customers who obviously have the strength to spend 50,000 yuan have been hacked to death, which finally wastes a lot of customer resources. Customers should be clearly classified, standardized, not roughly classified, and each type of customers should have detailed strategies, so as to develop the maximum contribution value of customers. In fact, there is no absolute fairness in the world. Without classified management of employees, excellent employees will only become mediocre employees.
Fourth, camel marketing The reason why camels can persist in the desert without eating or drinking for many days is because they have enough accumulation. Just like changing buildings, how high you can build depends on how deep your foundation is. Many beauty companies engage in activities with a high failure rate. What is the reason? Some people talk about strategy, some talk about implementation, some talk about people, and some talk about strength. After years of investigation, I found that there are no such words, just two words-preparation, general store activities, three days in advance, two days in advance, one day in advance, and then the activities begin. If the result will be good, it only means that you are lucky. I seldom fail in activities, not because I am really a genius. I will start preparing before 15 days. When I made all the preparations according to my activity system, I stopped worrying about the result of the activity. In fact, everything is under control.