Ah Yeah: Differentiated Market Leaders

2. The "three golden flowers" media communication strategy has bloomed all over the country

In order to further consolidate and strengthen brand awareness, AYAYA launched the “Three Golden Flowers” ​​media dissemination strategy across the country:

In terms of print media, AYAYA launched a large number of advertisements with the theme of “You are tempted to be you” in the strong media such as “Girlfriend” (Campus Edition) and “Ruili” (Fashion Pioneer Edition). In advertisements full of fashion and joy, the advertising language “Like you and like Aya” is particularly eye-catching, fully embodying the current desire of girls to pursue new challenges, pursuing fashion and personality, and eager to become the focus, and arousing resonance with the majority of girls. .

In terms of network promotion, the AYAYA planning center found through CMMS data analysis that young people aged 18 to 25 have a high degree of preference for online media. Advertising on the Internet is easier to build and enhance brand awareness. Make consumers have a more in-depth, more emotional experience with the brand. However, online advertising must be eye-catching, and it is necessary to make innovations in brand-to-consumer communication and form innovation. These two points are where AYAYA advertising has succeeded. It not only highlights the brand's image orientation and personality shaping, but also achieves communication with specific consumers through strategic marketing methods. Consumers have a deeper understanding and resonance. For example, AYAYA had previously published an online advertisement with the theme of “Are you a girl in focus?”. Clicking on an advertisement with a mouse clicked into the eye-catching lively advertisement screen made up of the ultra-popular Xiao Tianhou Jolin Tsai and advertising slogans. . Among them, in the middle of the screen, "are you the focus girl?" The ad text is the most eye-catching. The entire picture uses the most direct and clear expression to pick up the curiosity of netizens. The advertisement uses three different styles of cartoon characters to convey three different styles of girls. When users click on their favorite styles, the screen will appear with the best jewelry of the style, coupled with simple text, can be clearly communicated to consumers: what kind of jewelry style is the most suitable for their own.

In the aspect of terminal publicity, Ah Yeah has created a unique atmosphere that is warm, bright, or interesting in the store through the vivid display of products and the use of exquisite posters, pennants and Other propaganda tools to eliminate the psychological distance between customers and products. , so that customers have a sense of amiability, proximity, and amiability to AYAYA.

3, public relations promotion activities, inject new brand connotation for the brand

AYAY understands that the value of a company is not only the economic benefits she creates, but also the social progress brought about by the company's innovation and dedication. This is exactly what Ah Ya Ya's mission is. In 2003, AYAYA participated in the Children's and Teenagers' Fund organized by the China Children and Teenagers Foundation to help children out of school. Hundreds of franchisees were organized to subsidize more than 300 out-of-school children. Aya Ya Ya (AYAYA) love action has attracted the attention of many media, and has been praised by consumers, and some customers have joined the love activities under the influence of AYAYA (AYAYA). Big repercussions. Through this activity, AYAYA has injected new meanings into its brand: love and responsibility. In 2004, AYAYA was awarded the “Public Welfare Unit” by the China Children and Teenagers Foundation and the World Chinese Chamber of Commerce.

4, management mode, advanced and deeply rooted

Ah Yeah has been implementing standardized management of unified logistics and distribution, fashionable store design, and specialized employee training for franchised stores. For all franchised stores to implement unified logistics and distribution, store uniform style, staff training strategies, especially in training, Ah Yeah is more than enough effort, and all new franchisees must receive comprehensive training in Aya’s headquarters. To achieve a win-win situation between the company and franchisees. Ah Yeah adopts the latest international marketing management model, implements highly personalized human management, and creates a team with international standards. Ah Yeah has realized the e-commerce information network management. The company has built a computer business network system, established a computer terminal network for all aspects of management, production, and sales, and achieved internal resource sharing and network management.

Core brand value, from "service" to "experience"

The future of retail services will no longer be simply to sell products through stores, and to improve competitiveness and profitability through successful cost control and procurement. Instead, it pays more attention to customers, focuses on the emotional needs of customers, and truly reflects the value themes they are eager to obtain through their own services and product mix. It makes them feel that shopping is a kind of pleasure, a feeling of comfort and satisfaction - Non-simple shopping behavior. In this regard, Ah Yea has introduced a lot of measures. Whether it is in the store decoration or the shopping environment, it is always the Aya Girls' Personality Store that welcomes customers. The first is the cheerful music, kind greetings, and some lovely signs. For example, "heart", "smiley face", etc. will all appear on the shelf in the store. All this gives the consumer a happy, warm and interesting feeling and conveys an optimistic and happy life attitude to consumers. In order to better interpret the brand connotation of Ayala “joy,” it also launched “My Okay, I am the master” activity, which was held in more than 100 prestigious universities in the top ten cities of the country, directly facing the core consumer. Group: middle school students and college students. Through talent competition and assessment of business abilities, the girls who stand out are directly involved in the management of a store in Aya, and they actively adopt the views of customers to truly realize interaction and dialogue with consumers. AYAYA (AYAYA) brand value positioning from product to service, from service to today's "experience." This will increase the brand's expansion tension to a whole new level.

Ah Yeah franchise's hot scene

At the beginning of 2005, Ayala's global franchise chain plan began to start and officially landed on the international market. At this point, Aya’s business development began to be in line with international standards. As China's largest and most influential personal clothing chain for girls, AYAYA has always maintained a high degree of fashion-sensitive sense of touch. It provides consumers with the latest popular news and merchandise for each season. It is easy to synchronize with the world and enjoy the latest fashion shopping experience in the world. AYAYA (AYAYA) has always been the focus of attention from places like Japan, Korea, France, and the United States. All this is the source of inspiration and source for its product design. It is through this close attention to fashion trends that AYAYA brings fashion trends to every detail of women's lives. This is why AYAYA girl personal shop is loved by girls.