Nram qab no ntawm cov leb hu ua mega-chains xws li Wal-Mart (WMT), Target (TGT), thiab Costco (COST) rau ntawm qhov khoom noj muag khoom muag, ntau ntau thiab ntau cov khoom noj muag kaw cov khw muag khoom, sib koom ua ke, ua ntaub ntawv 11 kev tiv thaiv kev ua kom tsis muaj nyiaj, lossis muag tawm ntawm qhov chaw seem ntawm lawv cov saw hlau.
Lub khw muag khoom noj khoom haus tau yooj yim heev thaum Wal-Mart qhib los rau hauv nroog. Txawm li cas los xij, ntau tus kws kho mob ntseeg tias qhov kev xav no yog ib qho kev zam txim uas muaj ntau dua ua nrog innovation (los yog tsis muaj innovation) ntawm kev muag khoom noj khoom muag ua pab pawg tshaj li qhov kev sib tw muag khoom muag.
Txhua ntu ntawm cov khw muag khoom hauv Teb Chaws Asmeskas lag luam yog kev sib tw ua lag luam , thiab cov mega-chains tsis yeej vim yog vim lawv qhib qhov rooj. Lawv yeej thaum me me chains tsis muaj dab tsi zoo rau txee nrog. Li no yog thaum lawv pom lawv tus kheej ntawm txoj kev hlub tshua ntawm cov khw muag khoom loj thiab muaj hwj chim loj.
Tub luam Joe's Bucks khw muag khoom noj khw muag khoom noj
Ib qho piv txwv ntawm ib lub lag luam uas tsis yog-mega cov khoom sib tw yog tus tub luam Joe. Thaum lub sij hawm Safeway, Supervalu, Piggly Wiggly, thiab Harris Teeter poob siab, khw muag khoom, thiab muag tawm, Tus tub luam Joe (tus tswv ntawm Aldi) yog nce siab ntawm tus nqi uas tsis tuaj yeem nrog cov neeg tau txais kev pab.
Yog vim li cas Tub luam Joe lub khw xav tau yog outpacing Tub luam Joe lub khw muag khoom yog "Tub luam Joe txawv," thiab nws yog ib qho txawv uas muaj tiag tiag, saib taus, muaj nuj nqis los ntawm cov neeg muas zaub, thiab ib tug txawv khw muag khoom tsis nkag mus rau ib lub zos Trader Joe lub ntshaw.
Tus tub luam Joe txawv
Txoj kev vam meej ntawm Traders Joe lub hinges ntawm ib yam dab tsi uas txhua tus lag luam paub txog.
Nws raug xa mus rau koj li "txawv," uas teev koj sib nrug ntawm kev sib tw. Tus "Tub luam Joe txawv" yog nws txoj kev rov hais dua. Txhua yam txog tus tub luam Joe yog uniquely Tub luam Joe.
Nws yog qhov txawv ntawm qhov muag ntawm tus tswv ntawm tus tswv ntawm tus tswv ntawm lub npe ntawm tus qauv ntawm tus qauv ntawm tus qauv ntawm tus qauv ntawm cov khoom siv me-niche rau cov cim qhov ntau thiab tsawg (uas tsim tau cov ntsiab lus palatable) rau lub suab ntawm kev sib raug zoo ntawm cov neeg ua haujlwm thiab cov neeg muas zaub.
Tus nqi tag nrho ntawm tag nrho cov no uniqueness uas tsis yog ib tus branding illusion, tab sis ib tug zoo tshaj plaws zoo tshaj plaws Tub luam Joe kev ntawm sights, suab, tsw, thiab saj uas txawv tshaj li lwm yam khoom noj khoom haus khw muag khoom nyob rau hauv Teb Chaws Asmeskas Neeg nyiam dab tsi lawv hu tus tub luam Joe lub " vibe, "zoo li lub vibe kua tsim rau nws cov neeg muas zaub hauv khw muag khoom.
Cov Tub luam Joe's saw yog puavpheej tias cov laus qub "Tsis Txhab - Tsim" yog cov tswv yim coj ua thawjcoj rau cov muag khoom hauv khw muag khoom muag. Los yog, ib qho muag khoom muag rau qhov teeb meem ntawd. Tub luam Joe tus tsis muaj teeb meem sib tw nrog Wal-Mart, Target, Costco, Tag nrho cov khoom noj, los yog lwm yam loj los yog me me khw muag khoom hauv zos vim Tub luam Joe tsis muaj kev sib tw.
Tsis muaj lwm txoj saw muaj dab tsi nws muaj. Nws tawm ntawm lub npov thiab tom qab ntawd tau xaiv los nyob ntawd. Ntev npaum li tus tub luam Joe tseem nyob siab hlo rau nws cov uniqueness thiab ua rau kev sib raug zoo nrog cov kev xav tau ntawm nws cov neeg muas zaub, nws tseem yuav ua kom muaj kev vam meej thiab loj hlob.