I remember that in the marketing class, I joked that I had to sell the refrigerator to the North Pole. I did not expect to see the report a few days ago, "Chinese guys sold the refrigerator to the North Pole."
As the saying goes, "I can't think of it, I can't do it." I remember that in the marketing class, I joked that I had to sell the refrigerator to the North Pole. I didn't expect to see the report a few days ago, "Chinese guys sold the refrigerator to the North Pole." They couldn't help but feel the shame and thin goods. I wanted to start this article with the Blue Ocean Strategy, but I have always disapproved of the pioneering nature of the Blue Ocean strategy. When beginner marketing explores the human marketing of differentiated marketing.
Chinese guy Gao Hong listened to a frequent travel customer in 2004. The Eskimos store food is very simple, throw it on the ground, use the heat to freeze the food, there should be a refrigerator not used to freeze food but to keep food. Gao Hong sounded good, and brought two refrigerators to the North Pole, ready to give two refrigerators to the Eskimos. In the gift of the Church Eskimo refrigerator, to experience the excitement of non-frozen food, and found that the Eskimo people have a large amount of hunting, generally need two. Later, it continued to investigate and found that there were refrigerators in the Arctic, but they were all bad because the local voltage was unstable and no one was repaired. Gao Hong then brought the repairman and 60 refrigerators and some parts with thermostats and voltage regulators. In the sale, Gao Hong took the use of the refrigerator into DV, and presented Chinese specialties, taught the Eskimos to use the refrigerator to melt the food, use the refrigerator to avoid cracking, and teach the Chinese cooking skills... The refrigerator was sold to the local ice hotel, and several repair companies were opened. Now an ice hotel is opened to gain an in-depth understanding of the use of the refrigerator and the living habits of the Eskimos. In the differentiated human marketing, the Chinese guy has become a millionaire.
Selling the refrigerator to the North Pole is worth mentioning in the marketing industry. Then the refrigerator is rooted in the Arctic and rooted in the life of the Eskimos. It should be one of the more classic cases in textbooks. At the time of the arrival, everything is just because Gao Hong goes deep into the market / deep into the humanized marketing of the Eskimo life. The analysis is actually very simple:
First, in-depth customer base life to conduct market research and to sense their actual needs. Based on the customer's product needs, the customer's product desire is stimulated and successfully converted into product market demand. The Arctic life experience and market research, the gift of test supplies, the surprise of the use of Arctic refrigerators, successfully fulfilled the demand-desire-demand. Human marketing is not about selling products to sell products, but to deeply feel the lives of customers and understand their real needs, and establish friendly friends.
Second, to meet the demand, successfully achieve the value of customer satisfaction. Eskimos need a refrigerator, two refrigerators, but no one helps them solve the problem: the refrigerator is always bad. Gao Hong feels the needs of the refrigerator and solves the problems in the use of the Eskimo refrigerator, the use of thermostats and thermostats, the maintenance of refrigerators, the development of new functions, and the materials of Chinese characteristics, so that the Eskimos feel the love of friends. Rather than simply buying and selling trading relationships. Let yourself be integrated into the Eskimos while taking the refrigerator into the life of the Eskimos.
Third, humanized service reflects the differentiation of marketing and grasps every detail of the market. There are many different ways of marketing, product differences, service differences, channel differences, personnel differences, price differences, image differences, but the fundamental difference is the service difference, the customer is also the person, need to be transformed into demand, because it can be satisfied, can effectively solve The problems in their lives. Gao Hong went deep into the life of the Eskimos and opened up new markets with humanized services: the correct use of the refrigerator, the washing of food, the warmth of the refrigerator, the Chinese specialties, Chinese specialties...
Fourth, it is more important to be friends with customers than to do business. It is from a friend-like customer relationship that Gao Hong has a deep understanding of the living habits of the Eskimos, sensing their refrigerator needs, and developing new usage features. Being friends will pay more attention to the lives and needs of friends and serve them better. Doing business is more about selling products, often ignoring the real needs of customers. Thus lost a piece of the market.
The market in the Blue Ocean is very broad. The way to achieve it is to go deep into the life of the Blue Ocean customers, understand their real needs, and care about them as much as they care about their friends. Gao Hong left us with a lot of thoughts...