After the introduction of the product, I can always see the tired crow's feet at the corners of the eyes of the boss, hidden through the faint sadness, unwilling to give in to the stubbornness and a face of confusion. In fact, the boss is just reluctant, can not wipe the face. The boss also knows that his products are not selling, not selling, otherwise he would not come to find the food. We all want to find the core point of non-marketing, and we all hope that our products will perform well. Unfortunately, there are only a few dozen new products that survive each year.
Why is it so hard to sell? We found that some products do not sell the law, combined with years of experience, as well as thousands of products each year, the success or failure of the analysis, we summarized as not selling the eight magic spell. Are you also y involved in it?
1, poor taste. Either eat want to vomit, or feel flat.
How important is taste in FMCG sales? Jilin Province, the world a water food company once launched a ginseng drink "ginseng ginseng wife", this product is too bitter because the market was eliminated quickly. I saw this drink on the forum in Zhengzhou, packaging has characteristics, is also a well-known planning company planning, but after tasting I was shaking my head, too bitter. The person in charge of the enterprise said that if there is no bitter flavor, it loses the nutritional value of ginseng. Bitter, is the right, is nutrition. Ginseng drink, no bitter flavor, or ginseng drink? The person in charge of the enterprise said very reasonable, but consumers just do not recognize, no one to buy.
Many people are not clear, food and beverage marketing, taste is the basis for moving sales. Products do not sell, the first thing to review your product taste is not too bad. Many companies in order to pursue efficacy, the pursuit of zero-additive, health, etc., ignoring the taste, the results of the loss of a great deal.
How serious is the consumer's pursuit of taste? Elderly people eat more sugar is not good, but when they buy fruit, they will habitually ask: you this watermelon sweet or not? Is this peach sweet? Wanglaoji slightly bitter herbal tea can not go out of Guangdong, blended into sweet water a few years to go all over the country, annual sales of tens of billions. Taste in FMCG sales ranked first, many products can not be sold, not moving sales, the first thing to review is not the product taste problems.
Your products, consumers have no addictive impulse, whether to drink still want to drink, eat still want to eat? Does not taste good not good, by what sales? What is back to the goods?
Two, the price is scary. Deadly expensive is not afraid, afraid of consumers feel worthless.
Is something good? Good! Why not sell? Expensive! This is a lot of dealers on the "high-end products" feedback. Therefore, many people complain that the people can only eat junk food, good things, healthy products, deserve you can not eat. In fact? More and more business owners focus on the pursuit of health, the pursuit of quality, which is very worthy of the industry is pleased. However, the pursuit of quality at the same time, the cost of raw materials is also whooshing up, and ultimately the factory price is equivalent to the retail price of other brands, the price is scary, the terminal can not be sold. Recently, the network popularized an article "high price is the trend, low price will die out", in fact? Cost-effective is still the mainstream of consumption. Of course, the price is low, does it mean that the quality must be reduced? Absolutely not.
Nat Food received a potpourri consultation, manufacturers of products with very high costs, 60g retail 3 yuan, while the market retail 3 yuan potpourri, basically 138g. customer's products in a local market display surface 7, the annual sales of only more than 400,000, while the local a 138g potpourri, due to the cost-effective, retail 2 yuan / packet, the annual sales of amazing up to more than 500 million.
Of course, many manufacturers will say that the price can be reduced, the quality will also decline. This is the biggest misconception about price. Consumers don't like cheap, they like to take advantage. Consumers like cost-effective, not cheap, cost-effective is not cheap. Who does not want to stall goods, OPPO cell phone is now the world's second largest seller, more than Huawei, Samsung, performance is comparable to Apple, the price is only Apple's 1/2. In fact, about 3,000 yuan OPPO has been the price is not low, and the profit is also very lucrative. Vietnam imported a dried bread, the outer layer coated with white chocolate, terminal retail 6.5 yuan, packaging design clever, give people the feeling that the price is not expensive, and imported food, cost-effective, but this cookie is not really cheap, the profit is very high. Oreo has a package, 80 small cookies wrapped in a transparent plastic bag, terminal retail 12 yuan, giving consumers the feeling of cost-effective, 12 yuan is not a low price, but consumers feel cheap. If your product makes consumers feel expensive, not worth it, moving sales is certainly difficult.
Third, the lack of buying points. Selling point a basket, buy a no.
Consumer demand and product selling point of the intersection, is to buy. For example, herbal tea has a fire, dampness, heat and many other functions, but the consumer demand for the largest, the perception of herbal tea is to go to the fire, so dampness and heat is just a selling point, and fire is the consumer's point of purchase.
Almost all consulting companies, marketing companies are emphasizing the selling point, positioning. What are the selling points of your product? In fact, the Internet environment selling point has become very vulgar, the so-called selling point, is to sell. Forced to explain the N benefits of the product, in fact, and the salesman is not much different, consumers encounter salesmen will avoid far away, the heart is very repulsive. In fact, consumers do not buy, because the product lacks a point worth buying. Why buy your product? There are so many competitors, why do I have to buy your product? Is it what I want? Excessive emphasis on selling points, forcing consumers to accept, in fact, and rape is no different. We go to the Apple cell phone store you will find that the clerk never like other domestic cell phone stores as hard to sell. Consumers can experience as much as they want, feel good to buy their own, instead of the king of cell phone sales.
Lack of buying point, the product does not have the basis for selling, dealers have to promote, price cuts, in fact, the more price cuts, the more promotional products die faster.
Four, packaging is too ugly. Obviously can rely on the face to eat, have to rely on talent.
In fact, the so-called talent, that is, the quality of the product, the consumer if the first time not to try, never know the quality of your good or bad. Goods sell a skin, the first purchase of the product, depending on the packaging is good or bad.
Traditional business packaging mistakes point:
1, let the packaging plant free design. This packaging is very rustic, although the design fee is saved, but the lack of characteristics, not in line with consumer aesthetic needs, brand, category fuzzy, no sense of appetite, naturally not sold.
2, the determination of the packaging has not been consumer testing, the boss directly on the board. The boss said, yes, this is the one, this beautiful, can, very good. As a result, the boss age 50 years old, and the product consumption object is teenagers, you look at the packaging they like? Is your aesthetic the same as teenagers? Boss if men, the product in case it is sold to women, more will make a joke.
The professionalism of the packaging, not only brand, category, grams, material, color, appetite, various types of nutritional content table, buy points, differentiation, etc., but also including the verification of the cost, shape design. Many manufacturers in order to save the cost of molding, direct choice of generic bottles, generic bags, the product certainly does not have the brand differentiation, do not move sales is normal.
Fifth, the terminal has no goods. The product is mostly dead in the dealer's warehouse.
Product investment is only the first step, whether to give dealers a certain amount of new products to promote the method of guidance is very important, which determines whether the terminal to see the goods. Many dealers are not willing to promote new products, dealers are more willing to promote old products, old products only need to simply unload. Boss, Master Kong Ice Tea unloading a few pieces? And the new product communication is: boss, we new into the new product want to see? This product ....... Not yet waiting to finish, a consumer checkout, supermarket boss busy. The car parked on the side of the road, into the store to promote, the results found that the city police came, things no one to see.
New product promotion on the one hand to give dealers full selling points, buying points to explain, on the other hand, also want to give dealers a more reasonable method of new product promotion guidance, staff promotion salary assessment guidance. Dealers also want to make money, how to earn, sometimes they are not particularly clear, the lack of professional management. Dealers want to work with big brands, big brands can enhance the management maturity of dealers, if it is a small brand manufacturers, they should first try to improve their own, and strive to do dealers consultants and mentors, can help dealers to make money.
Ensure that the product is paved to the terminal in order to sell. Salesmen are reluctant to promote, push once found not good to push not promote, the product will die in the dealer's warehouse.
Six, the emperor thinking. I think the right thing to do, just do what I say.
One word boss in China a lot, but the Internet era need to win the hearts of consumers. In recent years many big brands sales decline seriously, the product away from the young consumer groups, just in the packaging to make a concept, has been unable to cater to the needs of the fashionable young. Wahaha launched Edison milk, I found that Edison is actually 80, 70 after the childhood memories, now after 90, 00, Edison is very strange, so product sales will be blocked.
Packaging their own words, the results of their own over 100 years old, most of the drinks are young people to consume, snacks are young people eat more. The price of their own say, the results of the market does not recognize, consumers do not buy. The product a flavor to increase the function, the benefits of a basket of people say their products how good, but unfortunately can not catch the consumer point, the product natural sell.
We once cooperated with a listed company, Goodwill, to help Goodwill promote its new product, Red Date Sister. At that time, the company wanted us to set the sample in Henan, because the company's headquarters is in Henan. Later, after the big data promotion, found that the most consulting is not in Henan, Henan consulting customers are mostly consulting the opening of brick-and-mortar stores. The sample market of Red Date Sister should be set in other regions. Another case is that Henan is the main source of soda, but the highest consumption of soda in the province is not in Henan.
Leaders always think they know the company best, but you don't know the consumer and the market best. Is it your call? Or is it the consumer who has the final say? It's very cool to have a say, but it's a disaster if you can't sell your products.
Seven, spread the wrong. Money should be spent on the knife edge, not on the back of the knife.
A company found me that I want to put 10 million in CCTV advertising. I asked him what is the purpose? He said he wanted to attract business. I said you advertise on CCTV can only affect consumers, not many dealers will go to CCTV to see your ads. Now the TV ratings are getting lower and lower, young people are playing with their cell phones, video is also Youku, Tudou, Tencent, Aichiye. The crowd watching TV is mostly old people, children, housewives. If your target customers are these people, TV advertising will be a little bit of effect, the other basically no chance. In addition, now there are too many TV stations, the people's television viewing ability is very strong, you advertise on a stage, there will be a group of people can not see.
I have a friend to do the decoration, in the television advertising and promotion to attract consumers, the results of the store customers are mostly older people, the mainstream group is almost no.
This friend also did newspaper advertising, and spent 180,000 yuan, only 6 customers called, the turnover rate is 0.
The most influential channel of media in China is mobile, the second is PC, the third is TV, newspapers ranked the last, magazines ranked the last three. But advertisers put the most on TV, and a lot on newspapers and magazines. People are fond of traditional media such as TV and have a sense of trust, but it is not clear that the influence of these media has slipped to the third and the bottom of the list. It's scary not to understand.
Brands such as Wanglaoji, Huiyuan, Beingmei, Yili and others have worked with Nasdaq, and they attach great importance to the brand's mobile media communication. NaFood's investment is also extremely accurate, many manufacturers choose to invest in NaFood, and found that the results are really good and cost-effective. Shunxin's fruit to find tea, Hengshun vinegar drink, Wuliangye wine head, good think you red dates sister, Evergrande ball ball and other brands choose to cooperate with Na Food have achieved good results, tens of thousands of dollars if you choose to spread in the TV, regardless of whether you can buy a few seconds of advertising, the help of the marketing is even more minimal.
Communication channels to choose the right one, the dissemination of soft text should also be good. Enterprises in the publicity, must focus on the product buy point, product buy point is the core of brand positioning. Precise dissemination, 1 dollar tops 1 million. If the enterprise understands the Internet, focuses on the website, mobile layout and optimization, and focuses on the dissemination of new media, it can easily achieve asset-light fast marketing. We help companies such as Heyuan Shining Dragon Drinks, where a few people can sell tens of millions of dollars annually, which is definitely a miracle of asset-light fast marketing in the FMCG industry. Our own company, NaFood, also spread through the Internet, and quickly became a top marketing brand in the food industry in 1 year. In such a short time, so many cases, the industry is incredible, with the mobile Internet marketing.
Eight, the lack of Internet thinking. Lie down in the doorway to see the world, and then wonderful also has nothing to do with you.
What is Internet thinking? My understanding, Internet thinking is super-user thinking. Customers want 1, we have to study how to give customers 10. so that the customer will be surprised, surprised, and even shocked. Only in this way can we exchange word-of-mouth spreading, can really produce consumer stickiness, bring referrals and sustained sales.
Why are Korean turkey noodles hot? Metamorphosis spicy is the buying point. Many people love to eat spicy, but always not addicted to find a better product. Turkey noodles gave him a surprise, beyond his knowledge of spicy, and really eat to diarrhea, eat to swollen lips. The customer exclaimed that he was addicted to it while inhaling the cool air, taking photos and forwarding them.
Three squirrels sales service is becoming more and more detailed, mouse small tool is to facilitate the user to open the outer box, shell bag is to allow customers to clean up the garbage, sealing clip is to seal up the nuts that can not be eaten, the wet wipes are to wipe the sticky hands ...... large customers to buy and even appear wearing a three squirrels courier Personally send fast, constantly creating surprises for users, constantly giving them surprise, naturally bringing incredible spread, forwarding, continued purchase.
If your friend is in trouble and wants to borrow you 2,000 yuan to get through the hard times, and as a result you gave him 5,000, this friend will certainly remember and be moved to gratitude, unless he has a problem with his character.
The user is the bread and butter, but how many people really think about the user? Manufacturers think about how to make money every day, how to win, how to sell more. Consumers on what basis to buy? The products you create for the consumer, whether he can surprise him? Let him moved? Let him feel proud, proud, let him feel happy and sweet?
Products do not move sales, really should reflect!