燕之屋线及时洞察消费者需求，实现了上下用户的精准营销。
线下营销：线下门店面向30-60岁的高端女性群体。
以追求品质生活和养生美颜为主，价格敏感度相对没有年轻人高，而保质期为18个月的碗燕产品经得起线下渠道的长运输周期。主打碗燕产品，价格比线上商城60元一瓶的单价高出数倍。
燕窝产品还存在购买者和使用者分离现象。以厦门为例，线下专营店的购买人群中男性占比在55%以上，年龄集中在30-40岁之间，他们具有很强的购买实力，对品牌也有一定的粘性，买燕窝大部分是送给太太做日常保养使用。
完备的销售网络为燕之屋扎下了稳定的用户基础，从2018-2021年上半年，燕之屋的线下营收占比分别为61%、53%、44%和48%，与线上渠道接近五五分。
截至2021年9月，燕之屋在全国开设了605家实体店，基本位于中高端商圈，与单纯做燕窝的企业对比，燕之屋的线下布局保持行业第一。
线上营销：线上商城面向25-35岁的养生青年，以自食为主的年轻白领群体。
早在2014年，正值中国电商起步之际，燕之屋开始组建独立电商团队探索新渠道。一是为了品宣，增加品牌曝光；二是让消费者更容易了解产品，与品牌沟通。
年轻白领群体喜欢网上购物，价格敏感度高，因此线上商城以鲜炖燕窝为主，单价在50-70元之间浮动，主动降低价格门槛。鲜炖产品保质期仅有15天，当天制作发出，更适合线上售卖。
为了更靠近年轻消费者，燕之屋采用了“短视频+电商直播”打法。
另一方面，在电商、短视频平台开设电商直播，提高转化率。据统计，仅2021年一年，燕之屋就举办了数百场的直播。
燕之屋始终围绕着高净值用户经营，能做到洞察消费者痛点，开创性地打造鲜炖服务；面对市场危机，设计出安全系数更高的碗燕；而对于消费者新需求，能够及时推出鲜炖燕窝。
产品先于市场进化，营销方式也在不断靠近消费者。从门店、电商到私域，消费者在哪里聚集，燕之屋就去哪里布局。而面对线上下客群不同，燕之屋采取不同打法，精准营销，才收获了线上下营收平衡的结果。
Inrecentyears,therehasbeenaDTC(direct-to-consumer,DirectConsumer)trend,FMCGbrandsarenolongerlimitedtotraditionalofflinechannelsorasinglee-commerceplatform,butchoosetolayouttheirownprivatedomainpositions,relyingonsmallprogramsandpublicaccounts,toachieveonlineandofflineintegration,toachievetheinitialexperienceofDTCtransformation.Alsoexploredsomebrandsandconsumers"closecontact"newplaymethod.Reachconsumerswithaccurateandflexibleproducts,andgetdoublespeedgrowthonlineandoffline.
YanHouselinetimelyinsightintoconsumerdemand,toachieveaccuratemarketingofusersupanddown.
Offlinemarketing:offlinestoresareforhigh-endwomenaged30-60.
Basedonthepursuitofqualitylifeandhealthbeauty,thepricesensitivityisrelativelynothighforyoungpeople,andtheshelflifeof18monthsofBowanproductscanwithstandthelongtransportationcycleofofflinechannels.ThemainbowlYanproducts,thepriceisseveraltimeshigherthantheunitpriceof60yuanabottleintheonlinemall.
Thereisalsoaseparationbetweenbuyersandusersofbird'snestproducts.TakingXiamenasanexample,menaccountformorethan55%ofthepurchasingcrowdofofflinefranchisestores,andtheageisconcentratedbetween30and40yearsold.Theyhaveastrongpurchasingpowerandacertainstickinesstothebrand.Mostofthembuybird'snestfortheirwivestododailymaintenance.
ThecompletesalesnetworkhasestablishedastableuserbaseforYanHouse.Fromthefirsthalfof2018to2021,YanHouse'sofflinerevenueaccountedfor61%,53%,44%and48%,respectively,whichiscloseto50/50withtheonlinechannel.
AsofSeptember2021,Yanzhiuhasopened605physicalstoresinthecountry,whicharebasicallylocatedinthemiddleandhigh-endbusinessareas.Comparedwithenterprisesthatsimplydobird'snest,Yanzhiu'sofflinelayoutremainsthefirstintheindustry.
Onlinemarketing:Onlinemallforthe25-35yearsoldhealthyouth,toself-eatingyoungwhite-collargroups.
Asearlyas2014,whenChina'se-commercestarted,YanzhiHousebegantosetupanindependente-commerceteamtoexplorenewchannels.First,forproductpromotion,increasebrandexposure;Thesecondistomakeiteasierforconsumerstounderstandtheproductandcommunicatewiththebrand.
Youngwhite-collarworkerslikeonlineshopping,pricesensitivityishigh,sotheonlinemalltofreshstewedbird'snestmainly,theunitpricefluctuatesbetween50-70yuan,taketheinitiativetolowerthepricethreshold.Thefreshstewproducthasashelflifeofonly15days,andismadeandsentoutonthesameday,whichismoresuitableforonlinesale.
Inordertobeclosertoyoungconsumers,YanzhiHouseadoptedthe"shortvideo+e-commercelivebroadcast"method.
Ontheonehand,afterinvitingwell-knownactressZhaoLiyingastheimagespokesperson,theshortvideowasreleasedonDouyintoattractusers'attention,andtheshortvideowasplayedtoreach670million.
Ontheotherhand,opene-commercelivebroadcastsine-commerceandshortvideoplatformstoimproveconversionrates.Accordingtostatistics,in2021alone,YanzhiHousehasheldhundredsoflivebroadcasts.
YanHousehasalwaysbeenaroundhighnetworthusersbusiness,candoinsightintoconsumerpainpoints,pioneeringtocreatefreshstewservice;Inthefaceofmarketcrisis,designabowlswallowwithhighersafetyfactor;Forthenewdemandofconsumers,freshstewedbird'snestcanbelaunchedintime.
Productsevolvebeforethemarket,andmarketingmethodsaregettingclosertoconsumers.Fromstores,e-commercetoprivatedomains,whereconsumersgather,YanHousewillgowherethelayout.Inthefaceofdifferentgroupsofcustomersonandofftheline,YanHouseadoptsdifferentplayingmethodsandprecisionmarketingtoharvesttheresultsofbalancedrevenueonandofftheline.
Moremarketingdigitalizationrelatedinformation,drygoods,cases,viewscanbepaidattentiontoindustrialmediadigitaltransformationnetwork~