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Occupied market of global children meal by force!!
You think Mcdonald's sells a rice, actually it is the toy dealer with the biggest whole world!
Annual, mcdonald's sells 1.5 billion toys in global cent, you want to know, agency of other any toy cannot reach this number.
In 37 years of time, mcdonald's created a kind to distinguish the brand image at other snack with the toy, this lets a lot of support of the people even had between Mcdonald's concern the affection hold together that grow. Be in the United States, 2 years old of of 40 ％ children that arrive 11 years old ask their parents takes them to go at least every week Mcdonald's, the children before the school age of 15 ％ asks to go everyday.
Mcdonald's is with the toy " interface " , grab from the child, acting person of the generation since education is cognitive to the profundity of Mcdonald's, huge children meal market is taken by its so.
How does Mcdonald's win the child's heart? Here has 5 kinds of careful machine that Mcdonald's uses around children meal.
? Reporter Liu Yuanyuan is joined inside meal boss
01
Psychological sale " dozen small " grab:
Authority is established in child heart with detail
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"Mcdonald's tries to be when children are very small, the credit that obtains them and depend on. " " snack food: Dark arrange of the United States " the active sale that one book explains to Mcdonald's manages to children heart so.
In " become customer when the child " in one book, author McNeal thinks, children of Mcdonald's company hope regard them as " mom or father, grandma or grandfather " , if the company found the way that forms this kind of affinity with the child, children produce trust more easily to the company.
This is why Mcdonald's is on their website, requirement children send email to Mcdonald's, tell themselves the dish individual event that likes most, book that likes most, movement group that likes most, ask their name even.
This website still tells the child, mcdonald's is " all final authority " .
Mcdonald's ever expressed to media, mcdonald's uncle helped a lot of families pass a lot of important information, the importance that is like activity of safe, literature, sports and the choice of a few prandial balances.
02
Do with the toy " the agent that entice " :
Lean " build carry out " become the largest fraction to sell business
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Because of the toy, mcdonald's became the snack shop that American child likes most.
This word is not inside join gentleman to say, however Technomic2009 of firm of research of data of out United States year those who release " children and mom spending trend " report. Show among them, the child that has 37 ％ treats Mcdonald's as their the first choice.
Additionally investigation shows, children toy formula is the mainest reason that children choose Mcdonald's: Of 87% 6 to 7 years old children is mixed of 80% 8 to 9 years old children represents, they hope to be able to get a toy when have a meal.
1997, american Mcdonald's rolled out toy of the baby that compare the Buddhist nun in infant formula, every baby is accessary a poem and its birth date. In that paragraph of time, mcdonald's sells inside a week gave formula of about 100 million infant.
The target of Mcdonald's is sell 3-9 4 kinds of baby that compare the Buddhist nun year old children, in result a week, these 4 baby were given that age by the sale paragraph child of each United States.
Occasionally the adult also can purchase infant formula. More interesting is, the person that a lot of grown baby that compare the Buddhist nun are collected purchases a formula for the toy namely, they will be refuse food, withhold baby.
03
Arrive from development collaboration:
Choosing a toy also is elaborative
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Steal from the toy hamburger god that develops oneself, curassow elder sister, arrive again penguin of small Huang Ren, Madagascar, blue demon, and Hello Kitty, small a round mass of food, the figure that these lasting long is taken by Mcdonald's for many times undertake the design reforms crossing a boundary.
Come so, coming to those who purchase infant formula is the enthusiastic pink of Mcdonald's not just, still have the fan of those screen toys. Have many people even for collect neat a toy, walk into Mcdonald's.
Accordingly, in the toy choose on, mcdonald's also is elaborative.
In 18 months before appearing on the market finally, lab of toy of Mcdonald's whole world will be integrated cooperate for a long time square commendation, and the enumerate of toy popularity trend that market survey orgnaization offers gives at least 30 themes, market of deliver Mcdonald's each district is chosen. After each district decided the toy that should roll out, again the toy manufacturer Creata that deliver begins to cooperate with Mcdonald's from 1983 and TMS a future life are produced.
04
Cooperate with recreational company:
Take all related to children project
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Mcdonald's and almost each recreational company with child life be closely bound up has cooperated.
Darling of NBA, Olympic Games, Bobby, antenna, be out of shape cat of King Kong, Kitty, happy tall... still have Dishini of course. They had shown a side in activity of Mcdonald's infant formula.
But, after cooperating 10 years with Mcdonald's, dishini thinks to cooperate with Mcdonald's is a very bad idea.
After 2006, the Dishini that children also do not see like most again in Mcdonald's infant formula character. Dishini is right this made an explanation say, "We are ' with the family friendly for flourish ' company, hope ' be far from snack ' , consider the impact with food and fat children especially. Consider the impact with food and fat children especially..
But, this does not affect the collaboration of Mcdonald's infant formula and other trademark it seems that.
A racoon dog is the only China that Mcdonald's has cooperated at present achieves figure formerly. By 2014, mcdonald's has rolled out key case of racoon dog of A of edition of 4 set limit to. Look for A racoon dog, the explanation that Mcdonald's China gives out is, regard home as one of the most mature accredit brands, success of maturity of group of A racoon dog, circumjacent sale is good, with Mcdonald's brand fixed position matchs.
05
Pace of follow closely times:
Arrive again to the book from the toy APP
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As the arrival of digital age, mcdonald's also upgraded the strategy that oneself draw children to consume.
"Abandon a toy perhaps containing the packing box of cartoon character when you, and when changing those accurate digitlization to the product, the heart that captures children becomes simple again it seems that rise. " children writer Bakan says so.
Mcdonald's had rolled out APP of McPlay mobile phone 2013, the 2 dimension code that children can sweep formula box go up will see lock play content of other perhaps electron. On HappyMeal.com of net of Mcdonald's infant formula, they can see mix now meeting some toy is supplied in the future, book of download game, electron is waited a moment.
For the heart of tarry children, mcdonald's still tries to make the reading material that children like most. In November 2013, mcdonald's changes the toy inside infant formula into book of educational reference books with material taken from various sources and arranged according to subjects.
Mcdonald's thinks such reading material can raise children accomplishment. Mcdonald's claims the parent of 90 ％ states they hope to see more such gift.
Nevertheless, still the report says, the order of Mcdonald's infant formula is in drop, but the report did not show children to visit a quantity to be in to the whole of Mcdonald's drop. This is meant, parents may realize, children are bit onlier food, meeting comparing chooses a formula more be to one's profit.
This meant Mcdonald's to win again instead: Children although the likelihood cares a toy no longer, but they still care whether to eat quick meal.
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