Workman's marketing method that opened a blank market of 400 billion yen in "not management" and "data management"
The outdoor and sportswear market of "popular price x functionality" is said to be a blank market of 400 billion yen.Workman has opened the market and has made a breakthrough.With the goal of "expanding customer groups" by market creation, we are promoting data management and workman -style "non -management" for achievement.
In the work clothes, the reason for expanding into a new market while being the number one in Japan, the reforms and marketing methods conducted to maintain professional customers seeking work clothes, "Workman -style" "Workman -style management".-Tetsuo Tsuchiya, the author of the 400 billion yen blank market (Diamond), will explain with points that should be emphasized by the management side.
"Medium -term business format transformation vision" has been launched and from work clothes to new business format
In 2014, Workman has launched a "medium -term business transformation vision," heading to the new business format in "expanding the customer group" and operating a new business in "data management".
The workwear market in Japan is exactly the Blue Ocean, and the Workman has been in the number one for many years.In addition to the number of stores and products, the product is highly functional and affordable, so it has a strength that it can be sold out without leaving a discount.Has a lot of strengths, why did he launch a new vision despite the lack of enemies in the domestic workwear retail business?
One of the reasons was that the market was on the market.Like a workman, the market for selling work clothes for individuals is considered to be less than 200 billion yen, and Workman, which was more than 700 stores at the time, was about 70 billion yen, which was about 100 billion yen.There was concern that the limit of growth would come when it reached.
Another reason is that retail stores are being eliminated by the rise of major online companies.
Against this background, we will aim to expand our customers and head from the workwear market to the new business format.However, for Workman, who has specialized in work clothes, there are not many knowledge in other fields.For this reason, "data management", which operates a new business format by navigation in data, was set as a means of expanding the customer group.
Two ways to maintain the top in the second blue -octopus market
In the domestic work clothes market, the number one company is a workman, but the goal is not to be the first place, but the top status is continued for 100 years.
It is natural that it will be the top in the newly expanded outdoor sports field as the second Blue Ocean market, and is promoting its business with withdrawal if the competition has not continued for 100 years.
As a means of achieving this, we will give two things: "not management" and "data management".
Achievement of management goals ① "Do not do business"
"Management that does not do" applies to various places, such as "do not stress employees", "do not do work that is not like a workman", "I do not work without value."But Tsuchiya says, "I don't do anything extra. I don't do anything extra.
In the fierce competition, even if you do 100 jobs, you can only achieve 10 results.That is why it is important to do a good positioning that can do 100 jobs and achieve 100 results.
Achievement of management goals ② "Data management"
Workman thinks that "there is information on the site in uncertain times."Even though the people's behavior is still changing significantly due to the corona evil, the best thing in the company knows how the sales status and customers are changing in this situation is supervisor who is traveling around member stores.is.
The relationship between the headquarters and the supervisor is not a "cloud type", which sucks information from the end to the center and asks for judgment, but "edge computing accurately judging accurately at each site, and raising the results to the headquarters."Type" is compared.
If you look at the items of each store as an example, there are 5,400 items for the entire workman, but only about 1800 items can be displayed at 100 tsubo stores.For this reason, supervisors who go around member stores are optimizing products to be displayed while taking data and verification.
The highly effective result is raised to the headquarters, and whether the effect of the product is applicable is only one store, whether it is an area, or a climate classification, etc.。
Change from corporate culture for "expanding customer layers"
Workman has not increased the number of products to achieve "expanding customer layers", but the product remains the same and expands only users.Changed the business domain from former "work clothes" to "functional wear".Because the workwear itself is a product that requires functionality, that point has been a conventional strength.
Of course, marketing is needed in "expanding customer layers" with functional wear.Mr. Tsuchiya said, "Marketing is a sales method, where the company's ideas itself comes out. Therefore, it was necessary to change from corporate culture."The 30 % of the part was to strengthen.
Three points of Workman "Corporate Culture"
In order to drastically reform corporate culture, it was necessary to work from the core, such as employees' thoughts, reward systems, and evaluation systems.At that time, the following three points were important.
①「客層拡大」だけに絞った“少ない目標”
The goal was completely narrowed down to one "expansion of the customer layer" and stated that it would always be achieved even if it took time.The reason is that even if you set up a lot of goals and put milestones, or if you start with time and time, you can often achieve only one or two of the ten goals.
If you narrow down your goals to one, you will be able to omit extra thoughts and work.Also, if "it may take time," it is said that there is no waste stress and it can be promoted unexpectedly quickly.
②強みの拡張
Workmen have previously demonstrated operations, such as standardization cultivated in the franchise system and running low -cost operations to return to customers with high -performance and low -priced products.
The "Product Innovation" has been added to this "Operational Exclene", which develops PB products that other companies cannot catch up for five years.
Increased personnel in the product development department to 4 to 5 times the conventional.In addition to new recruitment, we have built a system to concentrate on product development by introducing human resources from other departments.
③経営の“本気度”を見せる
If you decide the period to achieve your goal, you may want to reset when the deadline has arrived and set the next goal again, and your goals may be replaced.That's why it is important to show the “seriousness” that keeps doing it until you achieve your original goal.
In addition to increased annual income, the appointment conditions for becoming an executive have been significantly changed from conventional "communication skills" to "reform mind" and "data utilization".
In addition, as the early reservation of listed companies was required, the date of announcement was extended for about one week as part of this reform.Workman has been working on early announcements, but he abandoned overtime hours and work style reform.He gave up on one important goal, "early settlement," and focused on a more important goal, "Work style reform," showed his seriousness.
Two points of Workman "Enhanced Corporate Culture"
While 70 % of the corporate culture, the corporate culture that has been cultivated since its foundation has been strengthening.
①顧客、供給先、加盟店の“固定化”
For a workman who sells high -performance products at low prices, the situation in which customers buy without looking at a price tag is the sign of trust from customers, which is evidence that it is fixed.
Most of the customers who have been using workmen for many years have been purchased without looking at price tags because they know they are affordable.We are promoting "fixing" to customers other than work clothes with new workman products in "expanding customer layers" without looking at price tags.
In addition, the manufacturer of the supplier has not changed since its inception, and the member stores have maintained a high level of 99 % of the contract renewal every six years.Not only that, about half of the merchants have taken over to children and stakeholders, and have been working as a family business.He wants to strengthen the relationship between the supplier and the merchant.
②「しない経営」
Workman is pursuing more "management", which does not do anything extra work, focuses on work and only produces results.
Three policies to maintain a 100 -year competitive dominance even if major internet companies emerge
There will be quite a few retailers in Japan, with some companies that have been hit by Amazon's business expansion.However, Workmen, which have more than 900 real stores nationwide, are almost no threatening.
The evidence is that a major convenience store provides convenience that can be picked up in the immediate vicinity, and it is realized that it is not possible to sell online, such as warming meals and installing eat -in space.rice field.
In order to maintain a 100 -year competitive advantage, even if major internet companies emerge, three policies have been set: (1) non -losing at a fixed price (2) receiving stores without delivery costs.
Don't lose at the price
The current market tends to pursue added value, and there are many companies that are struggling with one -to -one marketing.The added value is of course important, but the workman's idea is that "the user is originally buying products, so don't lose at the price first."
In order to achieve an affordable price, it is necessary to sell out a lot of volume and sell it out.However, it is difficult for apparel to have different tastes that are preferred for countries and regions, even if they develop cheaply mass -produced products globally.Workmen have captured domestic needs and sell out products manufactured in hundreds of thousands in Japan, achieving competitive advantage as giant global companies.
Receiving stores without delivery costs
While various online mail order, including Amazon, is strengthening the "Last One Mile", it is swallowed in intense competition by delivering products individually by courier.In order to avoid this, we will abolish individual delivery in the near future and shift only to click and collect (store receipt).
Workmen are returning to customers with prices and quality, so they have previously set a constitution that does not take over 36 % or more sales, but among online shopping, it is a clothing that has a high return rate, which is particularly highly returned.If you are, you will overthrow your profits.At present, 5 % of the delivery of the delivery of the delivery is returned.
In addition, it is important to have the opportunity to pick up the actual thing because functional wear not only checks the size, but also wants to check and wear it and check it.
Even if you can only place a limited number of products in a 100 tsubo store, you can order all products online, and if you can check the size and functions when receiving it at the store, customers can take it home with peace of mind.。Even if the size does not match, the return process for individual delivery can be reduced because it can be exchanged for store inventory or order again on the spot.
Do not spend sales promotion costs
Amazon sells without sales promotion costs, so Workman aims to zero advertising costs.Despite the continuation of the spot advertisements in the spot, the program was discontinued.Instead, recently, we have been working to create a “Ambassador Marketing” device to sell out with the reputation of SNS.
400 billion yen blank market in Japan
The figure below is applied to Anzov's market growth matrix the expansion of the customer layer conducted by Workman.
In the lower left, "Market deep cultivation", we have deepened the market for work clothes for 40 years and maintained the number one industry, but developed stylish work clothes for young work clothes and "(2) product."Expansion" has also been taken.Furthermore, by defining stylish work clothes that were lineup in ② as "functional wear", it led to "(3) expanding customer layer", and the high -performance and low -priced outdoor sports market was gained.
According to the market research conducted before the spread of the customer layer expanded route, "the outdoor sports market has only luxury brands and popular brands, and even if workmen enter, it is not eligible for purchase, so you have to make a brand over 10 years.It is said that the result is "it will not be".
But it was actually different.Looking at the apparel market, the functionality and high -priced zones require fierce competition and needs brand power, but the functionality and popular price zone was a blank market of 400 billion yen.
Workman opened the first store of Workman Plus in 2018 as an outdoor store.Even with the same product as the conventional "Workman", the number of ordinary customers has increased due to the "space strategy" that changes the way of showing the lighting and displaying the top and bottom setup.The number of stores is continuing to expand in the opening of new stores and the renewal of existing stores.
Advancement of "Workman Plus" for the apparel industry
The "Workman Plus", which has work clothes as the starting point, is considered to be superior to the apparel industry with (1) low price, continuous product, and common products.
Work clothes are used for work, so it is difficult to sell at high prices.Workmen, which originally achieve low prices, will have a great impact in terms of price if they are sold to ordinary customers as before.
In addition, apparel has to follow the trend, but work clothes are "continuous products" that can be used for several years once they are adopted by companies, so they will continue to make the same product for 10 years, even if there are some changes.。It can be sold at a fixed price the following year without discarding the product, and while the apparel industry has disposal issues, Workman has been an environmentally friendly manufacturing and sales cycle.
Considering that PB products will continue to be made for five years, the first year will be produced to avoid risks, and will be sold out in the second year based on demand forecasts.Data management is utilized in this demand forecast and the number of production.
The third "common product" refers to the fact that the same product can be sold to work clothes and general customers, and that there are many unisex products regardless of gender.It features the size of the customer base for one product.
Workman's marketing method that successfully "expanded customer layer"
Workman's management goal is to establish a "100 -year competitive advantage", as a result.And the means of achieving this goal are "not management" and "data management".When this is applied to the marketing, it looks like the figure below.
The specific gravity of marketing is "product development" 60 %, "new store", which has changed from a conventional store, is 20 %, and "SNS promotion" is 20 %.Is running in.
"Ambassador Marketing" essential for SNS promotion
Shift sales promotion to ambassador marketing, and now collaborates with about 30 ambassadors.He is a fan of workman products and recruits influencers familiar with each field, such as outdoor, drive, and fishing.
With a commercial relationship, the information that the ambassador sends out is unbelievable, so no advertising costs are given.Instead, we have a Win-Win relationship, focusing on measures to increase access to ambassadors.
Broadcasting the spot TV commercials while discontinuing the program provision was a measure to increase access to ambassadors.
Ambassador will participate in product development and send information on products involved in development ahead of the release of workman.This initiative has greatly affected the increase in the number of accesses.
As shown in the figure below, the number of videos of YouTube, which is posted by an ambassador in the outdoor field on a daily basis, on a daily basis..While it is 40,000 times, it is 2 in the post that picked up a workman product..It has reached 30,000 times, 14 times.
With the increase in the number of views, the advertising revenue of YouTube has also increased, and it is a mechanism that is returned to an ambassador.Some ambassadors are exposed to more than 10 TVs a year.
When ambassadors participate in product development, they often notice unexpected needs, and the sales of products actually sold are also strong.
"Tokyo Girls Collection" that has an effect over the participation fee
" # Workman Girls", which was launched after "Workman Plus", participated in the 2021 "Tokyo Girls Collection (TGC)".The purpose is not to promote purchasing from the F1 generation, the main target of TGC.Workman products can be worn at home, and even if the F1 -class parent generation wears as everyday clothes, they will not feel uncomfortable as apparel.
Although it was a participation with emphasis on making images, models with hundreds of thousands to millions of followers wore a workman product and posted TGC -like on SNS, and surprisingly many media.It was taken up, and the result was 10 times more effective than the participation fee.
Looking from " # Workman Girls", the reason why you can attract customers only by SNS
" # Workman Girls" was planned to open only for Collet Mare (Sakuragicho, Yokohama -shi), Tokyo Solamachi store, and Namba CITY store, but the number of stores is expanding due to its popularity.It is positioned as "Connected Store", which connects SNS and real stores, and aims to attract customers through the following SNS circulation.
Ambassador planning and transmitting ↓ Customers who saw the Ambassador's SNS came to the store ↓ Customers who came to the store were sent out ↓ New customers came to the store
In order to make such an SNS recycling -type store, a pink swing and a "loose character" were created, and many photo spots were installed in the store.
The "buzz" condition is the post rate
According to a survey by Katahira Seminar, the Faculty of Economics, the University of Tokyo, under the conditions of "fashionable restaurants in sightseeing spots (Kamakura) x no repeaters", there are 14 to 26 % of customers who visited the store, and "suburbs"Under the conditions of "fashionable restaurant x repeater, there is".It is said that 6 % will have a queue.
The first “ # Workman Women” store in Sakuragicho, Yokohama City, which opened in October 2020, has 12 % of customers who want to post after visiting the store, and if half of them are posted, the post rate reaches 6 %.。This post rate is considered to be very high because of a store with repeaters, and it is presumed that the line is still constant.In addition, by adding " # (hashtag)" to the store name, more than 25,000 natural posts have been performed in six months since the store opened.
Transform from "Workman" to "Workman Plus" in time zone
In the morning and evening when professionals seeking work clothes come to the store, there are stores that transform into "Workman", and during the day when ordinary customers come to the store.
In addition to changing the signboard during the time zone, the panel decorated on the wall in the store is a photo of a window wiping worker in the morning and evening, and transforms into a bouldering photo during the day, and it changes to lighting, mannequin, music, and fragrance.Practice Reamarketing (marketing that appeals to the five senses).Even though the products are the same, the store changes according to the customers who come to the store, which has a major effect on preventing the increase in general customers and preventing professionals who seek work clothes.
Publicity is important about story
In order to be featured in the media, it is necessary to devise ways to make the media easier to create a story, rather than simply transmitting information.The field of clothing, food and shelter is easy to take up, but it is an analysis that stores, which are permanent facilities, are easier to report than events that are likely to become temporary topics.
So, in order to create a story, Workman sets the "Decatron", a major sporting product store from France, which opens the first store in Japan in Kansai at the same time when "Workman Plus" enters Kansai. did.
The news release was attracting attention and featured in many media, and in 2019, Nikkei Trendy announced the hit forecasts in the Nikkei Trendy in 2019, and the following year, Workman was ranked first.
TV exposure NO due to marketing results.1, Brand value 52.1 billion yen
When the exposure number and time from January 1, 2020 at the Kanto Key Bureau, Workmen are the top 6 hours and 27 minutes among the companies, and the media converted to 4.444 billion yen.I understand (according to the company's research).
The evaluation from a third -party organization has also improved.In the Nikkei BP Consulting's brand value evaluation project, Brand Japan 2021, the evaluation by general consumers has increased significantly from 151st in the previous year to 23rd place, and ranked first in the rise ranking.
In addition, the Best Japan Brands2021, which was announced by an international branding specialty company Inter brand, increased the value of Workman to $ 57 % to $ 474 million and 52.1 billion yen in Japanese yen.The brand value increased by 18.8 billion yen a year.
Corporate philosophy with a view to “100 years”
In order for management to show seriousness, the content of the remarks must be 100 %.Based on the goals and means of achievement, Workman has set the following corporate philosophy:
Don't make money because competition appears.Despite the low price, we do not make one piece of pillow, and build the trust that can be bought without looking at a price tag.For that reason, employees do not manage profits or quotas.
With a corporate philosophy that emphasizes long -term relationships with customers, merchants, and suppliers, we are looking forward to the long future of 100 years.
