How to do a good job in marketing yoga studios?

I. What is a market?

The market is the product of social division of labor and commodity economy; it is a carrier that displays consumer needs, and people's various needs form various types of commodity markets; the yoga market is formed because of the improvement of people's income and awareness, and the improvement of aesthetic concepts., making people realize the importance of health, and yoga can better than other sports to improve people's fitness and minimize sports injuries.

II. What is marketing? What is the difference between marketing and sales?

Some people understand this issue one-sided and equate marketing with sales. However, sales are not marketing, sales are just one of the contents of marketing. The famous management scientist Peter Drucker once pointed out,"It can be imagined that some sales work is always needed, but the purpose of marketing is to make sales redundant. The purpose of marketing is to deeply understand customers and understand their needs, so that the product or service is more suitable for its target customers. Ideal marketing will produce a customer who is ready to buy. The rest is the process of how to better enable customers to get products or services..."Philip Kottler, an American marketing authority, believes that" the most important content of marketing is not sales. Sales are just the apex of the marketing iceberg... If marketers do a good job in understanding consumers 'needs, developing suitable products, pricing, distribution and promotion, these products will be easily sold." For the marketing focus of the yoga studio, his products are not simply membership cards and yoga practices, but more a process in which we strive to create customer loyalty and dependence through yoga practices and high-quality services; The first step in successful marketing is to first find the right goal, then promote yourself, so that customers can trust the yoga consultant, and then better find the customer's needs, find a certain link in the product that can best meet the customer's needs, and through service, Make customers loyal and dependent on the yoga studio.

III. What is marketing?

The simple summary is: Determine the target market, find target customers in the target market, find demand points among the target customers, skillfully use the advantages of the products, and find key points that meet customer needs. The same is true for the marketing principle of yoga studios. First find the target market belonging to the yoga studio, then find the target customers of yoga in this target market, find the customer's needs in the target customers, and skillfully use the benefits of yoga to the human body., find the links that are most consistent with the customers, and make customers loyal and dependent on the yoga studio through systematic services.

IV. What is the concept of yoga studio management in marketing?

First of all, we must understand that yoga is a special commodity. It is a kind of soft consumption. Customers may have different attitudes towards yoga practice due to their personal circumstances. Some need it, some don't need it, and some don't understand it; But customers have only one attitude in front of high-level yoga consultants, which is to make customers realize that they need yoga practice!

The marketing nature of yoga studio belongs to regional marketing in marketing. Because of the nature of the product, its influence range is at most 3. Within 5 kilometers, yoga cannot reach the entire city, the country, and even the world like a circulating commodity. The marketing method of yoga studios is a direct sales method, and most of them use yoga consultants to directly market target groups and groups. As a commodity, the benefits it produces to customers cannot be directly reflected in the short term. If we carry out successful marketing under such circumstances? First of all, we need to have scientific and systematic courses, and then our yoga consultant can tell the client through course changes what different physical and mental changes he/she will have at different stages, so that the client's psychology is in a better future, so what we need to do is to help the client analyze the current situation and a better future.

v. What is demand?

From different perspectives, customer needs include physical needs and psychological needs, material needs and spiritual needs, practical needs and potential needs, etc. From the perspective of yoga studios expanding the market, we should look for the following two aspects:

1. Physical needs and psychological needs; consumers 'physiological needs are also instinctive needs or natural needs. They are needs to maintain life and family reproduction and maintain the physiological balance of the human body in the process of human body's own development. In the commodity economy, physiological needs The material information required are obtained from the market through the commodity buying and selling relationship. Psychological needs are high-level needs generated by people in order to improve their material and spiritual living standards. They are restricted by historical conditions, social systems, ethnic and regional customs. Such as the need for culture, art, sports, achievement, prestige, beauty, friendship, knowledge, etc. Psychological (or spiritual) needs depend more on public consumption to meet. Under modern economic conditions, most spiritual products are also exchanged as commodities; yoga studio operators understand customer needs and can help yoga studios have a more accurate grasp of target customers 'psychology. During the process of retaining members, yoga studios provide personalized services and activities for members through their personalities and needs, which can increase the renewal rate of existing members and ensure the stable development of yoga;

2. Real demand and potential demand; Real demand refers to consumers 'demand for goods to generate consumption and have the ability and hope to purchase, that is, consumers' demand for monetary payment and consumption desire; potential demand refers to people's desire for future needs; There are many reasons for forming potential needs. For example, customers understand yoga practices but don't know why they need to practice yoga. At this time, our yoga consultants have to analyze the customer's situation. This process is to find the customer's potential needs, and then Find a bridge between the customer's potential needs and yoga practices to transform the customer's potential needs into real needs. (Internship Editor: Lin Xiaodong)