微营销 | 一个营销人日本血拼之后的反思

<fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　近期，畅游日本。不为马桶盖，不为电饭煲，不为电吹风，只为轻松度假，看看日本的天气。踏入日本之后，发现自己和其他游客一样，一路下来，血拼不止。最重要的是，这是日本式营销的成功，大受教育。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 1em 0px 0.5em; clear: both; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section style="border-top-width: 2px; border-top-style: solid; border-color: rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 0px 0.5em; font-size: 1em; font-family: inherit; background-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">日本营销威力何在?</section></section></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　在日本，华人导游有一句话是让车上的所有人从头记到尾：“在日本没有假货，你可以放心地买。”导游这句话，让大家长久压抑的生活状态顿时释放，在他的“定点”店里购物价格略贵，大家尽管心知肚明，但也甘愿当“傻帽”。每次血拼之后，我也跟同行的旅伴们交流，大家都用“日本无假货”来彼此安慰。我觉得这句话是导游抓住了中国消费者的真正痛点——我们对于“假冒伪劣”的审慎，对于日本信誉（Made inJapan）“绝对保真”的饥渴，于是保真之下大有勇夫。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　推动消费者在日本血拼购物的第二个痛点，是Made in Japan的精、细，体现在日本的细节营销。日本之行，大家争相购买的不只是马桶盖、电饭煲，更多人会在便利店买回来一堆牙刷、牙膏、指甲钳、液体创可贴，甚至还有马桶塞子（疏通马桶用），只要是Madein Japan，一切皆有可能。这是为什么？因为日本产品的细节营销，彻底摧毁了我们的防线，让你总能感受到“不一样”。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例一</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　在日本，当你第一次进入它的公共厕所，你就会被大和民族征服了，因为即便是20年以前建起的厕所，也大都标配了智能马桶盖（据说普及率达到90%）。几乎每次上个厕所就说“爽”（体温座垫、温水冲洗等等），我们突然才发现，我们的屁股究竟想要的是什么，怎样才是一次享受的入厕。全民的“屁股问题”都能如此全面地照顾到了，不只是急人所急，还能想人所想。所以，今天马桶垫被抢购，是因为我们今天才顿悟屁股也有痛点。所以，产品价值一体验，就能带动购买冲动。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例二</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　我一次性买了10个手机链（坠），他给了我一个大袋子，然后给了我10个小袋子。我一次性购买20盒巧克力，他会把20盒巧克力装入一个大袋内，同时还会再给我放入20个小礼品袋。这种细节，你在中国任何一个超市都是体验不到的，而你在日本的任意一家小店都能够体验到，这就是中日营销上的差距。</section></span></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　然而，这是日本细节营销的成功吗？细节营销真的具有那么大的威力？<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　也不是。真正发挥威力的，是日本企业在产品上面下的大功夫——完全从用户的角度出发，解决用户痛点。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例一</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　在日本旅途中我发现了一个自己最喜欢看的节目：电视购物。日本电视购物节目中，讲解的语言我都听不懂，但我能从每个产品的使用演示中，惊奇地发现每个产品的独到之处。细想一下，是它完全是站在用户角度在讲解产品。最关键的是，它更明白用户关心什么，简单的演示，就能直击人心。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例二</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　你如果去日本，一定会在高速路上进入高速服务区停留。在中国，这个场所通常是你“非急慎入”的地方；而在日本，你每次都会漫不经心地逛上一两个小时。因为，每个高速服务区里的小店都各有特色。同样是小挂件（手机链等），名古屋就是名古屋的版，你去大阪就有大阪的版，你去东京是东京的版，区域限定，各自都有限量版。如果你喜欢，你会情不自禁地在所经之地一路买下来。吃食也是如此。每个地方代表的吃食都不一样，每一个区域、每个小店，都有它各自优势的产品和风格。出了那个地方你就可能买不到。每个地方的门店都需要直接面对用户，所以门店真的特别能考虑用户的需求，开发出各具特色的东西。</section></span></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　日本人口密度大，地理空间狭窄，生活便利性要求较高，所以与中国有着截然不同的营销格局：便利店分布广泛，零售业非常发达。最核心体现在一点上面：它跟用户的距离更近。日本零售系统，考虑的都是如何面对用户，而不是如何面对渠道、发动渠道的力量向用户推销。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 1em 0px 0.5em; clear: both; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section style="border-top-width: 2px; border-top-style: solid; border-color: rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 0px 0.5em; font-size: 1em; font-family: inherit; background-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">中国营销何以失效?</section></section></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　对比之下，我们在市场上常犯的错误是什么？<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　中国品牌在面对市场时，总是用中国家长式的作风行事——在用自己的思维方式去设想用户，用自己的表达方式去打动用户，而且与用户沟通的前提条件是：我比你更懂产品，我是对的，你只需要接受。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例一</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　我接触过的稍微有一点科研实力的企业客户，几乎每个企业都会这样介绍自己：我们这个产品拥有国家八项专利，某某技术全球领先……看似很牛逼，看似很清晰。他所表达的“高大上”，只算是向消费者传递了一部分论据，与其说是要“解决消费者的痛点、真正打动消费者”，不如说是为了给自己壮胆、给消费者掏钱的信心。我们真的倾听过用户的需求？我们真的明白用户内心真正想要的东西？——几乎没有。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例二</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　你不妨再打开任何一个大小品牌的电商页面，你会发现，它们为什么连一个最简单的宝贝详情都写不好？越是大企业，越是想着用自己的高大上、用新名词把他的产品描述出来，但实际上最终这些东西是用户看不明、听不懂的“政绩工程”。差距就在这里。因为他们并不清楚用户的真实痛点。我们失去了市场，是因为我们失去了用户。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例三</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　日本面膜产品的精华液容量（膏体容量）大都在30ml，而国产面膜产品的精华液容量是多少？通常是15ml，甚至10ml。中国企业考虑的是成本，而日本企业考虑的是浸透、吸收更充分。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例四</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　优衣库虽在中国生产，但它完全按照日本标准生产。它会常年配备“匠人”在中国代工厂“陪伴式”辅导，它的立体剪裁、它的版型、它的设计、它的工艺方面的精良，总是令中国员工或中国供应商为之折服。因为为优衣库代工，对于他们本身就是一次非常大的提升，这些正是尤其值得我们学习的地方。</section></span></section></fieldset><fieldset style="border: 0px; margin: 2em 1em 1em; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-left: -0.5em; line-height: 1.4; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 3px 8px; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; color: rgb(255, 255, 255); text-align: inherit; -webkit-transform: rotateZ(-10deg); -webkit-transform-origin: 0% 100%; font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; background-color: rgb(95, 156, 239); border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">举例五</section></section></section><section style="margin-top: -24px; padding: 22px 16px 16px; border: 1px solid rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(51, 51, 51); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; float: left; font-size: 1em; line-height: 1.2; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></span> <span style="font-size: 1em; line-height: 1.2; font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　这么多年，我曾经尝试过各大顶级品牌的化妆品，但至今还愿意经常去重复购买的面膜只有一个品牌：日本的FANCL。它的膏体技术并不是最好的，效果也不是最好的，有时候使用效果还不如某些国产品牌的面膜“立竿见影”。但我为什么愿意重复购买？因为它的面膜纸的剪裁是最好的，和脸型更贴合，比如绝不会弄脏我的头发。欧美、中国的很多面膜，都是一片式裁剪，而所谓的3D立体剪裁就是日本实现的（脸部的凸凹处都能贴到），其中FANCL是最早推出脸、眼睛、脖子都能贴到的面膜，而且不需再另贴眼膜等等（省钱，更省时间）。就凭这一点，我愿意重复消费FANCL。不是因为它的效果绝对突出，而是因为它总能满足甚至激发我的使用需求，我愿意不断尝试。</section></span></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　前不久，有一个传统企业多次联系我，希望得到我们的推广服务。几经接触，我主动放弃。他推出的是一款化妆品，从产品策划到推广思路，全身挂满了互联网模式。但最终目的只有一个：招商，回流资金。围绕这个目的，他所有的外表包装之下，都是换了名头的传统营销手法（只不过是换了一个渠道——互联网）。<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　这就是今天中国企业营销的真实现状。<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　大家虽然成天在喊叫着“互联网思维”、“互联网模式”，但他们依然没有清楚互联网营销的本质究竟是什么，围绕这个点，需要脚踏实地做些什么。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 1em 0px 0.5em; clear: both; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section style="border-top-width: 2px; border-top-style: solid; border-color: rgb(95, 156, 239); font-size: 1em; font-family: inherit; font-weight: inherit; text-decoration: inherit; color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="display: inline-block; padding: 0px 0.5em; font-size: 1em; font-family: inherit; background-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">小结</section></section></section></fieldset><fieldset style="border: 0px; margin-top: 0px; margin-bottom: 0px; clear: both; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: justify; text-decoration: inherit; color: inherit; box-sizing: border-box; padding: 0px;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　在我为企业客户服务时，屡屡遭遇镀了多少层金、多么具有国际化视野的对手（咨询服务）。我们常常发现：他们更容易打动企业客户的高层，更容易包装自己、更容易高大上、更容易把方法论涂抹得丰富多彩。但最终你会发现：考验他们的，是他们能否给企业客户真正需要的东西；今天越是高大上的企业，越是不需要高大上的东西了，因为这些大企业见惯了高大上，他们现在最需要的就是如何“接地气”。<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　一个最近从平面媒体离职的朋友说的好：以前我们关注了太多长效、远效的营销，力图向尽可能多的企业客户通用、通卖；放眼望去，不论是现在还是过去，实时、实效的营销，都是中国营销最缺的。<br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">这一点，让专注于社会化营销的我，再次信心满满。</section><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></fieldset><fieldset style="border: 0px; margin: 0.5em 0px; padding: 0px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="width: 90%; margin-left: 5%; height: 100%; border: 1px solid rgb(204, 204, 204); border-top-left-radius: 0px; border-top-right-radius: 5px; border-bottom-right-radius: 5px; border-bottom-left-radius: 0px; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(153, 153, 153); background-color: rgb(255, 255, 255); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section style="margin-top: 5%; float: left; margin-right: 8px; margin-left: -8px; font-size: 0.8em; font-family: inherit; font-style: inherit; font-weight: inherit; text-decoration: inherit; color: rgb(255, 255, 255); background-color: transparent; border-color: rgb(95, 156, 239); box-sizing: border-box;" class="tn-Powered-by-XIUMI"><span style="display: inline-block; padding: 0.3em 0.5em; border-top-left-radius: 0px; border-top-right-radius: 0.5em; border-bottom-right-radius: 0.5em; border-bottom-left-radius: 0px; font-size: 1em; background-color: rgb(95, 156, 239); font-family: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">行若观点</section></span><section style="width: 0px; border-right-width: 4px; border-right-style: solid; border-right-color: rgb(95, 156, 239); border-top-width: 4px; border-top-style: solid; border-top-color: rgb(95, 156, 239); border-left-width: 4px !important; border-left-style: solid !important; border-left-color: transparent !important; border-bottom-width: 4px !important; border-bottom-style: solid !important; border-bottom-color: transparent !important; box-sizing: border-box;" class="tn-Powered-by-XIUMI"></section></section><section style="margin-top: 5%; padding: 0px 8px; font-size: 1.5em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;"><br class="tn-Powered-by-XIUMI" style="box-sizing: border-box;" /></section></section><section style="clear: both; box-sizing: border-box;" class="tn-Powered-by-XIUMI"></section><section style="padding: 8px; box-sizing: border-box;" class="tn-Powered-by-XIUMI"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">　　中国营销界不缺聪明人，但缺实干人。中国企业不缺市场，但缺耐心。抛开政治纠葛，对于岛国名族的敬业负责，以及匠人精神，一向是我们缺乏的。而伟大品牌，优秀产品的诞生，都离不开最重要的一点：为他人着想的态度。这就是为什么日本产品受到欢迎的根源所在。至于“接地气”，说穿了就真正走进消费者，放下自己的主体思维。不是所有的高大上都是有效的，而是围绕产品特质，围绕消费需求，说该说的话，做该做的活。</section></section></section></fieldset><p><br /></p><p><strong style="font-size: 24.44444465637207px; white-space: normal;"><span style="font-size: 14px;">　　文章来源：成功营销</span></strong></p><p><strong style="font-size: 24.44444465637207px; white-space: normal;"><span style="font-size: 14px;"><br /></span></strong></p><p><strong style="font-size: 24.44444465637207px; white-space: normal;"><span style="font-size: 14px;"></span></strong></p><fieldset class="tn-Powered-by-XIUMI" style="white-space: normal; border: none; margin: 0.5em 0px 1.5em; box-sizing: border-box; padding: 0px;"><section class="tn-Powered-by-XIUMI" style="width: 3em; margin: auto; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: center; text-decoration: inherit; color: rgb(255, 255, 255); border-color: rgb(95, 156, 239); box-sizing: border-box;"><section class="tn-Powered-by-XIUMI" style="width: 3em; height: 3em; display: inline-block; vertical-align: middle; line-height: 3.5em; overflow: hidden; border-top-left-radius: 50%; border-top-right-radius: 50%; border-bottom-right-radius: 50%; border-bottom-left-radius: 50%; background-color: rgb(95, 156, 239); font-family: inherit; box-sizing: border-box;"><section class="tn-Powered-by-XIUMI" style="box-sizing: border-box;">更多</section></section><section class="tn-Powered-by-XIUMI" style="margin: -0.92em auto auto; width: 0px; border-top-width: 3em; border-top-style: solid; border-top-color: rgb(95, 156, 239); font-family: inherit; border-bottom-color: rgb(95, 156, 239); box-sizing: border-box; border-left-width: 1.4em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.4em !important; border-right-style: solid !important; border-right-color: transparent !important;"></section></section></fieldset><fieldset class="tn-Powered-by-XIUMI" style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119); border: 0px; margin: 0.8em 0px 0.5em; box-sizing: border-box; padding: 0px;"><span class="tn-Powered-by-XIUMI" style="display: inline-block; padding: 0.3em 0.5em; border-top-left-radius: 0.5em; border-top-right-radius: 0.5em; border-bottom-right-radius: 0.5em; border-bottom-left-radius: 0.5em; box-shadow: rgb(165, 165, 165) 0.2em 0.2em 0.1em; font-size: 1em; font-family: inherit; font-weight: inherit; text-align: inherit; text-decoration: inherit; color: rgb(255, 255, 255); background-color: rgb(160, 160, 160); border-color: rgb(249, 110, 87); box-sizing: border-box;"><p>禾略中国：helue_China</p></span></fieldset><p style="white-space: normal; font-size: 13.63636302947998px; color: rgb(129, 120, 119); text-align: justify;"><br /></p><p style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119);"><span style="font-size: 10px;"></span></p><hr style="white-space: normal; font-size: 13.63636302947998px; color: rgb(129, 120, 119); text-align: justify;" /><p style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119);"><span style="font-size: 10px;">陪你想，陪你写，陪你玩</span><br /></p><p style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119);"><span style="font-size: 10px;"><img data-s="300,640" data-type="jpeg" data-src="http://mmbiz.qpic.cn/mmbiz/zd226QNNqG55lJtbibLibkGYoYw1XcmSXZCjhX2MuAiaSMbtq9nUiaVibvZF1ZvBzKcF1RKiaMibvAQlfYr2bv1ylFscg/0" data-ratio="1" data-w="258" /></span></p><p style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119);"><span style="font-size: 10px;">扫一扫<br /></span></p><p style="white-space: normal; font-size: 13.63636302947998px; text-align: center; color: rgb(129, 120, 119);"><span style="font-size: 10px;">进入高维世界</span></p><p><span style="font-size: 10px;"><br /></span></p><p><strong style="font-size: 24.44444465637207px; white-space: normal;"><span style="font-size: 14px;"><br /></span></strong><br /></p><p><strong style="font-size: 24.44444465637207px; white-space: normal;"><span style="font-size: 14px;"><br /></span></strong></p>