After repeated pushing and knocking (10), it is found that "pull new/re-purchase" is clearer in expression than "get customers/stay customers" and less prone to ambiguity in semantics.
(Not surprisingly, the expression of "getting customers/staying customers" in the past will be replaced by "pulling new/buying back" in the future. )
Executive summary:
1, "innovation" is the method and "repurchase" is the purpose.
2. "Brand" refers to "space expansion" and "time extension" of "business"
3. "Brand" is a strategy and "marketing" is a tactic.
4. The ultimate goal of "brand" and "marketing" is to solve "repurchase"
Innovation is the method, and repurchase is the purpose.
In conventional cognition, we realize "innovation" through "marketing" and "repurchase" through "experience".
It is precisely because we regard "innovation" and "repurchase" as "two modules" rather than "a whole" in the routine that it is easy to cause internal friction between them because of lack of consistency.
The specific performance of the old catering people is:
"Marketing" failed to "innovate" but brought "repurchase", in other words, it wasted the bullet of "marketing".
The specific performance of new catering people is as follows:
"Marketing" only completes "innovation", but it can't bring "repurchase", and then there is no more …
Let's try to rearrange it:
"Innovation" is the method and "repurchase" is the purpose. The relationship between the two has another meaning:
It is useless to "pull new" that cannot form "repurchase"
Brand is the expansion of business in space and the continuation of time.
Expanding business in "space" is to use exclusion method to understand "where is not suitable for opening a shop" and correct the cognition of "where is suitable for opening a shop".
The business in The Continuation of Time is to break the category cognition and cross the category cycle.
When the category is popular, all businesses of the same category and similar categories are good.
After the popularity of the category has passed, with the cooling of the category, most of the business is not good, and the business of brand stores is still good.
One of the main solutions to "how to make fashion a classic" is brand.
"The expansion of space" will also directly affect "the continuation of time".
New stores with extra points will also give extra points to the continuation of time;
The new store that loses points will also lose points for the "continuation of time".
Entrepreneurship mainly depends on all-in courage, intuition in chaos and indispensable luck.
When a new store loses points, it means there is something wrong with intuition or luck. Going all in at this time is tantamount to taking risks. The best way is to stop and wait for a while before continuing. Many people run too fast and too hard, and it is easy to fall down in this state. Whether you can get up in the end depends on how hard you fall and whether you have bones.
In the cognition of many catering entrepreneurs:
In the start-up stage, the resources of enterprises are very limited, and the limited resources can only be put into the survival level and business level to the maximum extent.
To be a brand at a stage where even survival is a problem is to reverse the primary and secondary, and put the cart before the horse.
But if you look at it from another angle and think with another set of thinking framework:
Brand and business are the same thing, and brand is used to solve business problems.
It is precisely because the enterprise resources are very limited in the start-up stage that it is more necessary to solve problems under the framework of brand thinking, avoid repeated wheel-building, achieve higher efficiency, and help to achieve "space expansion" and "time continuation".
The brand itself is used to solve the "business" problem.
So many times there is something wrong with the "business" and it needs to be unlocked from the perspective of "brand".
Doing "brand" and "business" is not a multiple-choice question.
Doing "brand" and doing "business" are the same thing.
To be a brand, you don't have to wait until you make money.
From the perspective of "brand", it is easier to do "business" and make money.
Brand is strategy and marketing is tactics, both of which serve the enterprise.
Tactics, serving strategy;
Marketing, serving the brand.
Since "brand" is to let merchants complete "space expansion" and "time extension", then "marketing" is naturally to let merchants complete "space expansion" and "time extension".
Can the marketing done in the first store continue in the second and third stores? Or do you have to keep pushing it over and over again?
Can the marketing done in the first year continue to be used in the third and fifth years? Or do you have to tear it down again and again?
If marketing is just marketing, not serving the brand.
Then the result is naturally:
The vicious circle of higher and higher innovation cost, more and more difficult innovation methods, worse and worse innovation effect and lower and lower innovation efficiency.
Because we don't do things that produce accumulation/precipitation, there are more and more patterns, but the marketing cost is getting higher and higher, the ammunition depot is getting empty and closer to the cliff ...
If marketing always serves the brand, then the result is naturally:
Racine constantly polishes her unique methodology through Racine+Repurchase. The methodology is constantly refined and iterated, the marketing effect is getting better and better, the marketing efficiency is getting higher and higher, and the accumulation/precipitation produces a virtuous circle of brand awareness.
Brand is the result of marketing and experience.
The key to marketing, experience and brand is trade-off.
Only by constantly determining "what not to do and what not to do" through exclusion method can we know "what not to do".
Don't do things that can't produce accumulation/precipitation, only do things that can produce accumulation/precipitation, and accumulation/precipitation is the result.
Brand is strategy and marketing is tactics.
Marketing serves the brand and the brand serves the business.
The ultimate goal of brand and marketing is to solve repurchase.
Innovation is the method, and repurchase is the purpose.
The ultimate goal of brand and marketing is to solve repurchase.
This means that at the brand and marketing level, it is necessary to reduce the actions related to "pull new" and increase the actions related to "repurchase".
Only when repurchase occurs can the cost be continuously reduced rather than increased, and the cost structure of operation can be reconstructed.
All marketing that is not for the purpose of repurchase will be a eunuch going to the brothel-messing around in vain.
Only by re-purchasing can we accumulate and precipitate brand awareness and bring the brand into Buffett's "wet enough snow and long enough snow trail".
The so-called wisdom is mostly common sense that we often ignore. There is nothing new under the sun.