One:
Who said that the physical store has declined? Look at this "explosive" supermarket with sales of 65.438+0.5 billion.
The pace of people's life is getting faster and faster, and going to the supermarket has gradually become a luxury. More people are used to going to convenience stores to buy things and then leaving quickly. However, there is such a food supermarket in Italy, which goes against the trend. It not only focuses on the life concept of "slow food and healthy life+",but also is deeply rooted in people's hearts through the mode of "supermarket+restaurant". In 20 14, there were only 28 stores in the world, with an annual income of 220 million euros * * about/kloc-0.5 billion RMB * *. In a branch in new york, the daily passenger flow can reach12,800 people. This supermarket is called Eataly.
Brand origin
Eataly's name comes from the combination of English eating * * * EAT * * and Italy * * *, and it is the largest and most comprehensive Italian food supermarket in the world. Oscar Farene, the founder of Eataly, wants to open a food supermarket with the goal of sustainable development, responsibility and sharing. So in 2007, the first Eataly opened in Turin, Italy, which immediately caused an unimaginable sensation.
Now, you can find the coordinates of Eataly in almost every important city in Italy, and it also extends to some important cities in the United States, Britain, Japan, United Arab Emirates and other countries. Eataly's branch in Manhattan, new york, with a total investment of US$ 20 million, opened in August, 20 1 1. Shortly after its opening, it created a record of one-day 12800 visitors.
What makes Eataly so popular?
Rule 1: The ultimate experience is deeply rooted in people's hearts.
1. Humanized design.
Many times, when we go to the supermarket to buy things, we have to go through the whole supermarket to find the cashier. Unlike traditional supermarkets, Eataly customers can see the cashier as soon as they enter the door. If customers are in a hurry, they can just buy some things and check out instead of visiting the whole supermarket.
2. Subvert the definition of traditional supermarket.
Eataly is not only a food supermarket, but also provides a way of life. Eataly has positioned itself as a "slow food supermarket restaurant", so walking in is more like a food market, where not only all kinds of ingredients are displayed, but also chefs, dining tables and waiters. There is a restaurant next to each exhibition area. Customers can choose the right ingredients to cook at home, or let the chef cook for you and enjoy it directly here.
Take the shops in new york as an example. Customers can sit in the supermarket and watch TV while eating barbecue. When they are tired, they can sit down at the coffee counter and have a coffee break. They can also go to the small library to look through recipes. Diversified shopping and dining scenes bring customers the ultimate experience.
3. Different marketing concepts.
Eataly doesn't spend a lot of advertising money like other supermarkets. Eataly's marketing core is food education. Eataly's public relations identity is "you can create new customers through education". For example:
Eataly has collected a large number of food books and periodicals, and set up a small library, where customers can read food books and periodicals, determine what they want to buy, print out the list on the computer next to them, and then buy.
Draw seasonal fruits and vegetables on * * * or the dining table to let customers know about seasonal food, because seasonal food is the cheapest and most delicious, and guests can also buy posters of the food production season for reference at home.
Eataly's food poster
Eataly each business district often offers various cooking courses and tasting courses for different age groups. The price of these courses ranges from 30 euros to 120 euros. For example, traditional Italian cooking courses, wine tasting and storage courses, the history, characteristics and cooking methods of primary school students' ingredients, etc. Eataly's carefully selected chefs will patiently teach cooking methods, then let the students work together and finally share their achievements.
Rule 2: Visible concept of health products
In Eataly, a big slogan can be seen everywhere: Eating is an agricultural behavior * * * *, which shows its unique business philosophy. At the beginning of the brand, Eataly founded a number of small farms and workshops to grow and produce ingredients and drinks in a traditional way. Eataly would rather abandon the common brands in the market and choose seasonal, local and personalized products. About half of the ingredients here are from this region, 45% are from other parts of Italy, and only 5% are imported. Purchasing goods directly from about 900 manufacturers, without additional shelf fees, also reduces the cost of intermediate links between manufacturers and retailers.
In order to promote these small producers, Eataly not only made posters and small notices, held tasting, tasting and cooking classes, but also arranged for customers to visit food producing areas, bringing consumers and producers closer in a relaxed and friendly way. From the very beginning, Eataly has established a direct relationship with agricultural producers to provide people with the most natural and healthy agricultural products at reasonable prices. This business model has also inspired Eataly's core values of persistence, responsibility and sharing.
Rule 3: Unique social media promotion
In order to make the brand culture more deeply rooted in people's hearts, Eataly has spent a lot of effort on social media, and through various activities and festivals created by itself, customers who are used to fast-paced life learn to slow down and enjoy the charm of "slow food". In addition to the two mainstream social media platforms, Facebook and Twitter, official website of Eataly is also an important medium to promote these activities. For example:
Meat-free Monday: On this day, we advocate eating vegetarian food and promote Eataly's exquisite vegetarian menu.
National Beer Day: Call on wine lovers to gather in the wine area of Eataly to taste wine and snacks.
Anti-Valentine's Day: This is one of the strange festivals that Eataly came up with. If you don't have a romantic place on February 14, you can join EATALY's rooftop restaurant "One Night Stand" activity. From noon to midnight, Eataly provides more than 50 kinds of beer and delicious food, some of which even taste of chocolate. So, it doesn't matter if you're not shot by an arrow on Valentine's Day. It's a pity to miss these fine wines and delicacies!
abstract
Eataly is popular all over the world for two important reasons: first, the design of supermarkets and the food in restaurants are really surprising, and second, the lifestyle of slow life and slow food advocated by Eataly is deeply loved by residents in big cities.
Today, when everyone is used to being busy, you can go to the supermarket and choose your favorite ingredients and recipes. If you are lucky enough to meet a sunny day, choose the small round table of Eataly rooftop restaurant and overlook the whole city facing the warm sun and tall buildings, which will make every diners who pursue quality of life ecstatic.
Two:
Marumi: The e-commerce transaction index soared, and the national sales volume increased by 12% compared with that before the title.
Join hands with "Let's Love" to write a perfect love guide. Marubi's sound and meaning are the same as "perfection", which is highly compatible with "Let's Love" with romantic and aesthetic content as the keynote. The theme of the program is "Love * * * eyes * * *, talk about * * * and play * * *", which is really wonderful.
The natural mention, product use, gift giving and other plot implants, brand image implants, the exchange of love experience on the set with "love talk" as the main line, the exposure of creative flowers, the postmark of Marumi after all kinds of sweet pictures are fixed, and the promotion of WeChat advertisements in friends circle have greatly strengthened the relationship between the program and Marumi.
The e-commerce trading index soared, and the national sales volume increased by 12% compared with that before the title. Through the title "Let's Love", Marumi's popularity and reputation among the target population have been effectively improved, and the national monthly sales volume has increased by 12% compared with the past, which has become a benchmark project for the successful cooperation between Marumi and Jiangsu Satellite TV.
The media department of Guangdong Marubi Biotechnology Co., Ltd. said: In the program, Marubi brand image and program content constantly appear benign interaction, which complement each other.
Judging from the response, the 1 1 episode before "Let's Love" ranked first in the same program; There are more than 50 related topics with a reading volume of over one million in Weibo, with a total reading volume of over 3.3 billion and a network broadcast volume of nearly 654.38+0 billion. Not only that, the program 15-45-year-old female population has become the absolute main audience, which has a great coincidence with Marumi's target population.
Flowers and plants are the most common ornament in our life. Sad place, you can see "the place where petals flow li