1. Aim at the target group of "mature people" at an early stage and open the market efficiently. The audience of Sakuya Bookstore is located in a special Japanese group-the "mature people" class born in 1950s and 1960s. When they were young, they caught up with the rapid development of Japan's economy. Now they are old, but they still maintain the life interest and high aesthetic needs of the middle class. This kind of crowd positioning can also refer to those people who "have similar tastes to the lifestyle advocated by Naoya". They have high consumption power and good aesthetic taste, thus becoming the first loyal supporters of the brand.
Shu Ya Bookstore is not selling books, but a lifestyle suggestion. The name of the parent company of Tomoya Bookstore is CCC (Cultural Friendship Club), which literally translates as Cultural Convenience Club. Founder Zhao Zengtian's vision for CCC is that it must become the world's number one planning company, not a bookstore or record store. "Selling planning is CCC's line, and books and music are just ways to practice."
The most famous thing about the early Tomoya Bookstore was that it was a store that sold DVDs, CDs and books at the same time. Later, Zhao Zong Masuda even said that the biggest failure of traditional bookstores was that they thought they were bookstores selling books, but if they only sold books, Amazon would be enough. Masuda's point of view is: "I don't want to sell books, but I think the life proposal must be sold." Therefore, books, movies and concerts are placed in a specific area according to a theme that users are interested in, and will not be strictly classified.
3. Run a bookstore like editing a magazine. Miyaya Bookstore compares itself to a magazine with the theme of "life proposal". To complete a beautiful magazine, you must have good editing ability and recommendation ability.
What is the editor's ability? Which home appliances and furniture should be combined? What kind of life situation should we create? How do you want the guests to feel? While simulating these, we choose products to match each other, which is called editing. The ability to recommend is to sell something that looks good to customers from an overwhelming professional perspective. Moreover, the means should not be too clumsy, but must be clever sales promotion, so that customers can truly agree and accept it, otherwise it is meaningless. Obviously, Tomoya Bookstore's ability in these two aspects is top-notch.
Answer: Zhu Meng, a product designer obsessed with marketing. Welcome to pay attention to WeChat official account: Marketing Flight.