Photosynthesis of co-operating with private brand marketing bookstore chain to expand the road
Brand marketing is not selling the material but the product content, as sales of Adidas sportswear is not just a sport, cultural products, especially
Be everywhere in Beijing, at least 100 single store. “Photosynthesis, general manager of Sun Chi-out sunflower language (a sign of photosynthesis) ambitions.
2007-2008, the study of photosynthesis in Beijing at one go to open 11 stores a total of 13, more than its home Xiamen in the past 13 years of accumulation. Wudaokou to look great from the road, CapitaMall Wangjing from Xidan to the Sogo Department Store, the capital of the sunflower in full all the major business area school districts.
The text was blue, like Petty’s photosynthesis and Shen Xiang corner of the increasing difference Bookstore private, it is more like the great shopping district where their neighbors: Kentucky Fried Chicken, Starbucks, Adidas. “This kind of feeling on the right,” Sun has repeatedly stressed that pool, “photosynthesis is not in the traditional sense of small booksellers, it’s going ,7-11 Starbucks is such a chain of retail and brand marketing on the road.”
Good Will Hunting
In photosynthesis, 9:00 bookstore to open the door, students are often on the 8:00 to line up, not because of the star sing, but here, please read the coffee shop environment. Siyousiwu music, 10 yuan a cup of coffee can sit all day, and even out to dinner at noon to return back to your place to stay. You can sense of the word here to review homework, in a daze, graffiti, love met at the same time do not buy a book. However, you accidentally fall into the photosynthesis of the economic experience of the soft trap.
These privately-run bookstore in trapped outside the internal problems in front of publishers have no bargaining power, low-cost Internet bookstore competition, labor costs and high rent … … Sun was found early pools do not sell way out: “We trafficking is a way of life. ”
The ideal way of life should be pleasant and convenient. “Some of the door of a bookstore is like a pilgrimage to, feel that they made him look ignorant, and photosynthesis can be used for the visit.” Chi said Sun. In order to “go to” feel their space on a lot of thought pattern. Stores have often been deliberately separated into a small room, many shops also divided into upstairs downstairs, even if the store no longer small, will be separated into different functional areas of reading. Readers can Guangdao between this and that, Guangdao upstairs downstairs, walk to experience the fun.
In addition to the store layout, but also to open in the bookstore you love shopping. The selection of sites for photosynthesis, there are three basic, the business district, community and school district. In the South, the business community is fully supporting facilities, where people used to stroll fascination, photosynthesis also settled in the community. Beijing’s space and the rhythm of life, community-developed commercial, and office buildings and large-Shopping Mall is very popular, so modern stores, Shin Kong stores, such as the Ginza store opened one after another, has settled in the business district store has reached 9.
Fair-tired can also take the best, most of the photosynthesis stores are equipped with coffee please read some books also set up a seat. Looking to sit down and read books, drink coffee, if the music is even more point to the United States. Photosynthesis also have special staff to choose music, Jazz, Bossa Nova, New Age-style, over the past two years has added the concept of live music and soul music supplies. Sun Chi said that “this choice of music is to create a reader for the public under privacy.”
The details of every aspect of this building is more in line with the photosynthesis that reading habits of modern people’s way of life. “If readers like this way of life, passing just to buy things.” Pool that Sun. If young people are also sensitive to the price does not matter, she leaned on the sofa carefree Kenya, said: “You know what the economic experience? IPod store and no one to buy a computer ah, that is a game show for everyone to Feeling to play, This is really a soul catcher ah! ”
Chain not copy
Even in Beijing, Mizuki Wudaokou of photosynthesis and store large modern shops look the way it is a completely different temperament. Mizuki in the shop, as if you are outside the International Village, can be found in the United Kingdom, France, Italy, Japan and South Korea and other languages of the original books, from the socio-cultural, geographical landscape to tourism, arts, from the Beijing Opera, traditional culture and books to the face, such as kite art; modern shop Lunged in the face of the commercial atmosphere, clouds of the economic crisis, launched the book “to accompany you for the winter,” the theme of focus on introducing interpretation of the crisis, management, foreign language category of books to help you “question mark to open the economy”, “workplace Charge. ”
Looking back at that time just to enter Beijing, many of my friends back to the pool Sun. “The Haidian in the shop, we all say crazy, ‘That’s Cultural Center of the Cultural Center! More than 300 bookstores! May be your next-door neighbor is the book!’ To go to the eastern side of the shop, another group of people to pour cold water on , ‘Can not open the eastern side of the private bookstores! Rates were too high to the east!’ “The results of an open photosynthesis, to make one of the pool Huasun success is not by chance that,” We are not copying chain, we have to open a shop carefully Try to figure out a region get his game sharp. ”
From the perspective of chain operations, Sun pool that photosynthesis and McDonald’s, Starbucks is no different, we have a rent problem, to take a similar business strategy. But the need to break the chain bookstores are two basic elements: first, after all, the book is not a necessity, not as long as money can buy McDonald’s, analysis of the readers to buy the will is very important. After a long experience and market research, customer base position to photosynthesis in the 20-40 year-old city – this is a driving force for social development, learning capacity and demand progress. This position has not changed over the years, but the group itself is changing. “Modern people demand more diversity to the culture, absorb the knowledge of the genre are less fixed notion of love is not popular rejection of classical and international at the same time can be very traditional, which we need to break a lot of inherent experience, as they mix more Product portfolio. “Sun said.