In the current economic climate, a company trying to build a superbrand is like a golfer who has to deal with the course's dense deep roughs, deep sand traps, sharp dogleg holes, and wide water obstacles......
There are many difficulties, and if you want to play well, you can imagine the difficulty. Especially for some "novices", the "fault tolerance" of their entrepreneurship is almost 0, which further increases the difficulty of creating super brands.
However, on this thorny road, there is a company that started by weight loss, and it has made a beautiful "turnaround" with its amazing strategic layout, and has become a super "dark horse" in the field of big health. It is Xiuyu.
You must know that in the face of the "big cake" of the big health blue ocean market, there are countless companies that want to carve it up. Why can Xiuyu overtake in corners and become the "darling of the times"? Its "three-board axe" strategy is the key.
The first board axe: intelligence, inject strong impetus into the enterprise
When it comes to sub-health pain therapy, many people think of traditional manual massage. Xiuyu did not work this traditional track, but spent a huge amount of money to develop two world-premier physiotherapy robots, and used its hard core strength to create technical barriers that are difficult for peers to surpass in a short period of time, and win a longer profit time for itself.
It is understood that Xiuyu Xiaotong physiotherapy robot can effectively relieve the soreness and discomfort of the shoulder, neck, waist and leg joints and other bodies, and is known as the "pain savior", and is the "favorite" of urban white-collar workers, professional athletes, and middle-aged and elderly groups. The Xiuyu Super V thermodynamic robot is to achieve the purpose of dispelling cold and dehumidifying and improving various cold problems by rapidly warming the body, and has the reputation of "scientific and technological moxibustion", and is also known as the "cold nemesis". The two are matched together, which has a 1+1>2 effect, which can better prevent and improve sub-health problems in the body.
Relevant data show that since the launch of Xiaotong Robot, the average utilization rate of robots in Xiuyu stores has reached more than 70%, and the utilization rate of user robot projects in the first half of 2022 has increased by 143% compared with the utilization rate of pure manual dot matrix wave in 2021 over the same period, with a user growth of 160% and a satisfaction rate of over 99%, which shows consumers' trust in artificial intelligence robot physiotherapy.
The second axe: digitalization reduces costs and increases efficiency for enterprises
In recent years, many enterprises have been saying that they want to carry out digital transformation and upgrading, but very few have truly relied on digitalization to achieve iteration. The brilliance of Xiuyu lies in the fact that it really concretizes business into mathematical problems, reducing costs and increasing efficiency for enterprises. On the one hand, relying on the advanced and perfect big data platform, Xiuyu has created a "smart brain" that links headquarters and stores, so that the management of nearly 1,000 directly-operated stores in more than 40 cities across the country can achieve twice the result with half the effort.
According to data, through digital marketing on Douyin, Xiuyu's transaction rate has increased from less than 5% to 40%, the cost of customer acquisition has decreased from more than 20,000 to more than 2,000, and the number of new customers, activity, and the stable number of old customers have reached the highest value in history. It is no wonder that the leaders of the National Bureau of Statistics and the Standards Department of the State Administration for Market Regulation said after visiting Xiuyu that "Xiuyu is one of the benchmarks for the digital reform of the service industry".
The third board axe: branding, consolidating the "moat" of the enterprise
While building product competitiveness and carrying out digital transformation, Xiuyu also puts brand building in the first place to precipitate brand equity and create a sustainable and profitable development path.
It is reported that as early as 2019, Xiuyu officially joined hands with the Chinese women's basketball team and became the official sponsor of the Chinese women's basketball team. Over the years, Xiuyu has been in the same boat with the Chinese women's basketball team, accompanying the Chinese women's basketball team to accumulate strength in the dormant period, and also witnessing their glory in winning the silver medal in the Women's Basketball World Cup. Because of this, Xiuyu's small blue mark has become a beautiful color on the field, and has been praised by many netizens.
In addition, Xiuyu is also the "Sponsor of the Sports Training Bureau" of the General Administration of Sports of China, and has served as the official designated intelligent rehabilitation institution in many famous marathon events, and is also a strategic partner of "China Aerospace and Space Creation". Because of its outstanding advantages in intelligent slimming, Xiuyu has also become the official sponsor and body consultant partner of the Miss Universe China contest for many years.
This kind of brand layout that blooms everywhere has undoubtedly further consolidated Xiuyu's "moat" and raised its core competitiveness and reputation in the market.
The creation of a super brand is inseparable from products and services that consumers can trust, efficient digital operations, and the superposition of the brand's own value. Through the "three-board axe" strategy, Xiuyu has ushered in a "golden period" of development, which is undoubtedly worth learning from!