Infographic Marketing -- The First Book for Marketing Professionals

Author: Zhu Shiyin
Publisher:
Publish Date: 2006-08-09
Features: Consumer-Led Marketing Innovation
With the rise of consumer awareness and the pursuit of personalization, "marketing innovation" driven by consumer demand is constantly emerging across various industries. Some businesses think from the consumer's perspective and create amazing business opportunities. This wave of "marketing innovation" can be summarized into four directions:
Customize (Personalization) – Tailoring products or services to meet the individual needs or unique preferences of consumers. Many companies adjust their production and service processes to cater to customer demands, resulting in significant success. For example: In the past, custom-made clothing in Japan was a symbol of high status, expensive, and time-consuming. However, a Japanese clothing company utilized computer networks and China's flexible production system to offer affordable and quick custom-tailored garments, revolutionizing the entire Japanese fashion market and gaining immense popularity among consumers, eventually expanding into the international market.
Join (Participation) – Allowing consumers to participate in the design or production process, fully satisfying their desire for self-expression and hands-on involvement. For example: In the U.S., there is a "Dear. Bear." stuffed toy chain store, which is highly popular among children and parents. "Dear. Bear." provides various styles of stuffed toy fabric suits, allowing children to fill them with cotton themselves, while parents sew the openings. Then, children can imagine and choose their own clothing, accessories, and decorations for the toys with their parents, and can return to the store later to purchase more items or accessories. "Dear. Bear." transforms a simple stuffed toy into a colorful and engaging parent-child activity, extending sales opportunities. Impressive, right? P27