Can't the product sell? Enterprises have no value in the market!

Fei Yu

What kind of product is a good product?

Is it quality? Is it technology? Whether the enterprise itself thinks it is good or the consumer thinks it is good is probably a contradictory problem for many enterprises.

Especially in the market of China, selling well is not necessarily the best quality of similar products. This contradictory situation really makes many business owners very entangled. What should they do to make their products more acceptable to consumers?

In fact, in the final analysis, the product has no vitality and cannot be recognized by a wider range of consumers, or it is caused by the boss's weak marketing.

Nowadays, homogenized products are everywhere in the street, and everything is developed and produced to meet the demand. On the surface, the potential market should be infinitely broad, but the real market is desperate. How can your own products stimulate purchase, guide consumption and expand their desires? It can be said that most of your energy needs to be market-oriented, which reminds you to find strategies and methods that are different from others, management and services, and related targeted and lethal propaganda methods and profit models. On the contrary, if these conditions are not met, no amount of products will only increase inventory pressure and nominal psychological comfort. To put it bluntly, it is a pile of waste that can't be turned into real money. It consumes so many resources, a lot of energy and manpower, but the result is nothing. You really can't blame others. In the final analysis, you are a layman in the market.

In a month, I attended five marketing summit forums on business as a guest. I have contacted many business owners and heard all kinds of puzzles and troubles in their operations, which is quite touching in my heart.

Every product produced embodies the hard work of the business owner, and it is not easy. Of course, the product is produced to face consumers, achieve sales and profitability, and have a sustainable development. To this end, many business owners are confident in their products, but have no confidence in the marketing of products. I don't know whether to follow imitation or to find a new way. In fact, I'm afraid I've missed the good opportunity to occupy the market when they wander around.

In fact, marketing is what you should pay most attention to at the moment.

In the era of surplus economy, the most important thing in the market is products, which I have repeatedly emphasized on various occasions, but many bosses are blind in this respect and always think that their products are good and great. But to be honest, for the market, no matter how many technologies, patents, processes and quality you have, if you can't meet the needs of consumers in cognition, you will naturally not get their approval.

Many enterprises have begun to make efforts in marketing, but they have basically failed, because they don't understand that the essence of marketing is the innovation of form and the differentiation of connotation. They follow the trend of others or do things with their own old experience. They have the form, and they may feel quite lively and satisfied, but they can't impress consumers who are innovative and different. To put it bluntly, your own interests are not lethal to consumers, and of course it is difficult to stimulate consumption, so everything you do around it has become something to entertain yourself.

The boss of every enterprise also hopes that his products will last for a long time and have strong vitality, instead of being unable to enter the market at all or being eliminated in a few days. Enterprises that can actively find ways to seek external help should be said to be wise and unable to solve problems by themselves, and find experts and teams to help themselves and integrate numerous resources.

Teacher Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, pointed out that in the face of further standardization of industrial policies, as well as the resulting dilemma and changes, how can SMEs survive? It is only a matter of time before we find a way to create a "win-win marketing ecosystem", realize the forward-looking nature of the rapid development of the value chain and ecosystem, and turn the refined operation around the content into lean operation, and break a new path.

The so-called "win-win marketing ecosystem" is not difficult to understand. It is necessary to know that a harmonious win-win ecosystem will be a system of mutual benefit and mutual promotion. In the domestic enterprise market, there are not only brand manufacturers, but also provincial agents, distributors and terminal retail channels. The * * * winning strategy put forward by the enterprise is the power source of the whole system, which drives the whole industrial chain to run in an orderly way, maximizes efficiency and creates the maximum profit.

Take cosmetics, for example, for example, its role positioning is somewhat similar to that of a helmsman. Distributors at all levels are the chief officers, and retail channels are the sailors who paddle, which controls the direction of the ship from a height. However, if you want to reach the other shore smoothly, the chief officers and sailors are indispensable, and only by helping each other in the same boat can you ride the wind and waves. Especially under the pressure of similar brands, it is more important to maintain the concept of * * * winning in coordinated operations.

Speaking of creating a * * * winning marketing ecosystem, it needs five latitudes: reasonable product planning to enhance the * * * winning space; Build a stable and efficient * * * win channel; Accurate price strategy promotes * * * to win; Strong promotion campaign to achieve * * * win; Quickly build a * * * win supply chain. These five latitudes are like the five fingers of a fist, which are connected with each other and indispensable, forming a five-level booster of "* * * winning marketing ecosystem".

First of all, in product planning, the products with the best factors such as innovation, cost and speed can stand out, and at the same time, we should avoid falling into misunderstandings. Improve the sales volume of products in their life cycle, and design star products that can sell well continuously, which can maximize the profits for manufacturers; The principle of scale benefit in economics also shows that the greater the sales volume, the thinner the cost and the richer the profit.

The second is to build a * * * win-win channel with stable business efficiency, and fully reduce the operational risks of the channel through unified policies and full information sharing. In addition, accurate price strategy promotes * * * to win, and we should be close to the mainstream price system in determining the product price scale. At the same time, the price of products must focus on the latitude planning of time, and timely price adjustment at different life cycle stages of products can maximize their profits. Dealers can also benefit from it and achieve a win-win situation.

In addition, a strong promotion offensive is essential. In marketing, we should pay attention to push and pull. We should have both the "push" side of brand image promotion and the "pull" side of terminal promotion. Only in this way can we improve the inventory turnover speed and minimize the cash occupation brought by inventory and the profit loss caused by price drop.

In fact, an enterprise is a collection of resources, and the competition among enterprises is centered on the competition and utilization of resources. In a certain sense, being an enterprise is the integration of various resources.

Therefore, the market position of an enterprise depends not only on the quantity and quality of its resources, but also on its utilization efficiency. The former is a necessary condition for the production and operation of enterprises, but it is not directly proportional to the market position of enterprises, otherwise there will be no phenomenon of gaining more with less and defeating the strong with the weak; The latter is the key to maintain the lasting competitive advantage of enterprises, the real reason for defeating the strong with the weak, and the concentrated expression of entrepreneur management efficiency.

Therefore, in the fierce market competition, being good at integrating internal and external resources is the only way for enterprises to win competition and accelerate development, and it is a key measure with less investment and quick results.

In addition, if we want to have products with market demand, besides our familiar and gradually in-depth user thinking, we should also evolve the user's needs into specific consumption scenarios, and this scenario must conform to the consumer's mental imagination in order to arouse the consumer's desire to use it.

The consumption scene should at least do:

1, the depth perception and satisfaction of users' pain points;

2. Mining and guiding users' invisible needs;

3. Experience feedback and design improvement with the full participation of users.

If our products can be personalized to the greatest extent and hit the emotional connection between users and customers, good products will really start to speak.

At the recent roundtable on leadership innovation held by Wharton Business School, when someone asked what is the single most important factor for innovation in their respective industries? Robert Henriksen, CEO of a large global insurance company, thinks it is marketing. "In our line of work, marketing is the king of success or failure. I mean real marketing activities, not sales support. In the United States, insurance companies are all supported by marketing work. All departments in the company must realize that the company is a consumer-oriented enterprise, and we must predict the needs of consumers and come up with creative ideas. "

This exclamation shows the market driving force of marketing in the enterprise's pursuit of product development and value innovation.

Paul Hoffman once said that it is unrealistic to realize national industrialization by establishing factories, and you must realize national industrialization by establishing markets. In fact, in China, this can be found from the business activities of enterprises. For example, Ren Zhengfei of Huawei and Dong Mingzhu of Gree have all made outstanding practitioners who have markets before factories.

In the development of economy, if economic factors such as resources, capital, labor and technology are compared to Hamlet, then entrepreneurs are the "kings" who lead the combination of these factors.

Schumpeter, a famous economist, pointed out in his "innovation theory" that entrepreneurs are the kind of people who have adventurous qualities and undertake innovative functions. Their activity is a creative activity. Although they may not always succeed, they always try to engage in new careers, explore the future and look for new investment opportunities. They have vision, creativity and courage. They may not be scientists who invented new methods, but they are people who successfully introduced new methods; They can see the potential market and potential benefits, and make decisions according to the size of risks and the level of rewards.

The innovation activities promoted by these entrepreneurs are the spontaneous factors of a country's economic growth, and the so-called "capital formation" is just the inducing factor of growth.

Nowadays, how to stimulate purchase, guide consumption and expand their desires by their own products can be said that most of their energy needs to be market-oriented, which reminds you to find strategies and methods that are different from others, management and services, and related targeted and lethal propaganda methods and profit models. On the contrary, if these conditions are not met, more products will only increase inventory pressure and nominal psychological comfort. To put it bluntly, it is a pile of waste that can't be turned into real money. It consumes so many resources, a lot of energy and manpower, but the result is nothing. You really can't blame others. In the final analysis, you are a layman in the market.

In fact, the most important thing in the world is products, and the key is to have good methods, and good methods can often save and prolong the fate of products.

From the current point of view, a good method may not be available based on your own actual situation and existing conditions, so you should quickly find a truly practical external brain to help open the market door and make the products stand the market verification. No, for more than ten years, in order to avoid market risks and obtain a benign living environment, many enterprises have formed a strategic partnership with Lange Zhiyang International Marketing Consulting Agency. Of course, due to trust and responsibility, we have targeted to help enterprises build their core competitiveness with low-cost marketing. On this basis, all marketing work has focused on "precision, precision and lean" to meet the market demand of persuasion, incitement and lethality. Pay attention to getting to the point, and the things we come up with are practical from the perspective of actual combat. Naturally, enterprises have made money, and they sincerely feel that it is a great luck to find a suitable external brain.

Recently, Lange Zhiyang International Marketing Consultancy has conducted research on new products in Shanghai, Wuxi, Changshu and other places. Most of the products have been strictly monitored, approved and recognized by relevant state departments, and consumers' feelings and feedback are good, not to mention word of mouth. But why are they so unlucky?

In fact, the reason is very simple.

Enterprises did not face the market and customer-oriented systematic planning, targeted marketing strategy planning, and precise tactical planning based on actual combat experience (be careful not to be creative planning that misled people's children), which ultimately left countless failures in the market. In the survey, we also found that some companies have begun to focus on customer share instead of market share, and some of them have also come up with new methods to strengthen "cross-marketing" (meaning that when consumers buy a product, they will be asked whether they want to buy peripheral products by the way) and "advanced marketing" (meaning that when they buy a product, they will be asked whether they want to buy similar products with higher prices and higher grades). Companies can get the views of market segments and customers by using newer and more effective database means.

What is worthy of recognition is that the era of eating all over the world is over now. Many bosses are not careful, do not innovate, and subconsciously fantasize about winning with one move and making a single breakthrough. How can the marketing dream be easily realized? Your products and services lack differences and flexibility, your strategies and tactics can't be organically integrated and interacted, you lack detailed understanding and grasp when you can't figure out the details in the mass market or the mass market, and the industrial chain and value chain of enterprises can't provide timely and effective information with strong pertinence. Will their living conditions be safe and secure?

At present, many enterprises' products are not well positioned and their selling points are not clear, so they are not lethal to consumers and cannot stimulate consumption. For example, a product has many functions, but what kind of function is the focus of publicity and what kind of people should be promoted to? These are all homework that should be done before sales. It is better to break them one by one with specific goals, which is much easier than looking for a needle in a haystack. With positioning, the next selling point, mode and what kind of targeted service can be further determined. You know, there are a lot of products on the market today. Without differentiated positioning, clear selling points, unique models and attractive services, how can we stand out among many products?

Teacher Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, pointed out that in recent years, experience marketing is the marketing model that people in the industry pay the most attention to. However, what is experiential marketing? The so-called experiential marketing means that enterprises take service as the center of gravity and goods as the material to create memorable feelings for consumers. According to kotler, the three motivations that can inspire consumers most are thought, sense of accomplishment and self-expression, and in essence, experiential marketing is to create satisfaction for consumers in these three aspects-thought, sense of accomplishment and self-expression. A brand that can communicate with consumers and have two-way communication with consumers is far more influential than a brand that only deals with consumers unilaterally, because the former not only embodies the efforts of enterprises themselves, but also incorporates the personal elements of consumers. Such a brand does not simply belong to enterprises, but is owned and enjoyed by enterprises and consumers. Experience marketing is different from traditional marketing: traditional marketing mainly focuses on the powerful function, beautiful appearance and price advantage of products; Experiential marketing, on the other hand, starts from life and situation, shaping sensory experience and thinking identity, so as to catch consumers' attention, change consumption behavior and find new survival value and space for products. In fact, experiential marketing is a kind of behavior, including that enterprises should consider providing consumers with the greatest benefit value in every detail of marketing from the beginning of product research and development, design and production, such as excellent quality, personalized packaging, etc., so that customer experience can rise to the height of value, and complete products and complete experiences can provide complete value. That is to say, it is not only to provide consumers with preferential prices, not only to provide products for consumers, but also to provide consumers with experiences. This experience is not provided by you alone, but you provide the stage and create this experience with consumers, creating beautiful memories and creating more things.

At the same time, experiential marketing is also an idea, but also a practice to meet and create consumer demand.

"Want to sell something? First of all, it must make people happy. " In the book "Megatrends", John? Nasbit put forward the idea of integrating emotion into consumer experience.

At present, the market in China is changing quietly, such as customized marketing and consultant marketing advocated by some enterprises, which are the embryonic forms of experiential marketing. The core features of these new marketing all emphasize pre-sales and after-sales services, and promote product sales with humanized services to maintain consumer loyalty. What exactly do consumers of products need? In fact, it is very simple. What they need is a caring, nanny-style personalized service plan, not a vain slogan commitment.

The competition in 2 1 century is the competition of service experience, and experiential marketing will certainly create a new pattern of Chinese marketing in 2 1 century.

Usually, we can divide the experience into four areas: entertainment experience (singing and dancing, etc.), educational experience (telling consumers what their products are and how to use them best, etc.), escapism experience (drinking tea, playing ball games, etc.) and aesthetic experience.

The combination of these four experiences is a complete customer experience, but many people don't understand this, thinking that an activity is an experience, a promotion is an experience, and a good service is an experience.

In fact, experiential marketing is a systematic marketing idea, which takes service as the center of gravity, takes goods as a prop, provides consumers with a consumption situation, and leaves consumers with a unique and beautiful memory through the participation and interaction of consumers in the situation, and finally reaches the process of loyal purchase.

So, how to do experience marketing well?

Constructing a perfect "experience marketing value chain system" is the root of doing experience marketing well.

Small and medium-sized enterprises should understand that a complete product should include three levels: one is the core product, which provides consumers with core functions (such as product functions and characteristics); The second is peripheral products to help consumers understand and use (such as instruction manual, quality assurance, etc.); The third is the extension product, which is not directly related to the core product (such as sales staff, shopping environment, service, etc.).

For the customer, only when these three levels are available can it be called a complete product, and he can get complete value from us. For example, when you walk into McDonald's, the environment is clean and tidy, elegant music is playing, the children's playground is full of children laughing, and the waiter greets you with a smile. These are an experience and a part of customer value.

Therefore, when experience and product are glued together and consumers feel that experience is more meaningful than the product or service itself, experience becomes the key factor for consumers to make choices. For example, a seller of a house told a customer: You can see the tree from the kitchen, the tree from the bedroom and the tree from the living room. At this time, the scenery of the tree has been integrated into your experience, and the house itself may become less important to you.

The core of experiential marketing should be to let consumers experience the product/service better than consuming the product/service itself.

As an enterprise, all kinds of tangible and intangible services provided to consumers are one-way, which can be regarded as an incidental product that the enterprise acts on consumers, and it is not mutual trust and interaction; And "experience"? Body, that is, practice, test, that is, you have to experience such a process.

Therefore, every link that consumers contact with us has an experience, which should be placed in a particularly important position, and good situations should be designed at these key contact points to deepen consumers' impression and enhance consumers' brand preference and loyalty.

First, the experience mode is fixed.

Experience is to create an impression, but it must be solemn, powerful and infectious. We call it a "critical moment" or a "real moment". To this end, we must do it properly. Here are two words, one is "cool" and the other is "unique".

How does the experience solidify? Curing is very simple. We record the process of customer experience or take photos, which is solidified. The purpose of curing is to create beautiful and unforgettable memories for customers! Personalized service must be transformed into a complete customer experience and ordinary service activities into unforgettable "performances".

For example, a group of people go to a restaurant to eat, and one person has a birthday, and his relatives and friends all come to celebrate his birthday. At this time, you can put a sign at the door of the restaurant: Our restaurant is honored to receive the birthday party of ×××; Broadcast on the radio: Today is XX's birthday, and all our staff wish her a happy birthday! Chefs, security guards, waiters, etc. wear work clothes to sing for you. The general manager specially sends you a dish, and then asks the photographer to take a group photo for you for free ... In this way, her experience is strengthened, and all her friends around him are moved and willing to come to your restaurant. At this time, eating itself is not important.

This immobilization refers to the implementation of the service from beginning to end, and it is forbidden to fish for three days and dry the net for two days. The experience is basically an important window for displaying products. The guerrilla experience would rather not be, otherwise, the product itself will be the most harmful in the end.

Second, the experience mode is vivid.

In this era of social media, it highlights the humanity, personality and initiative of consumers. As long as enterprises can attract attention and market attention with interest, entertainment and popularity, induce customers to buy with altruism, values, concept drive and value recognition, change customers' inherent views with innovative thinking, break the existing market balance, and guide the market and consumers to pay attention to their product characteristics through interaction and entertainment, they can create new business opportunities and win greater development.

The so-called vividness of experience means that all services should be carried out around the theme of humanity and affection, and the past "please come in" should be changed to the present "go out". Enterprises that live in hotels often claim to be after-sales service, and regularly follow up and pay regular return visits. However, such a communication method across a telephone line is far from satisfying consumers' increasingly critical consumption mind. Instead, they approach consumers, listen to their voices, and provide them with intimate and intimate communication, which not only meets consumers' psychological needs, but also meets consumers' spiritual needs. Once these two aspects are greatly satisfied, are they worried that consumers will not become loyal customers of products?

Enterprises should understand that a good experience will be kept in consumers' minds for a long time, and the experience is a unique personalized feeling. You have your experience, I have my experience, and the experience can't be copied only with memories, which is precious, and consumers are willing to pay for this "personalized experience". Therefore, personalized products are the most emphasis on experience. For example, when we eat and drink, the winemaker brings you wine, and the chef wears a hat to serve you personally, and writes that he cooked this dish, and so on, which also shows the personalization of the experience.

Third, the experience mode is diversified.

Because experience will involve customers' sensory and emotional factors, as well as rational factors such as intelligence and thinking, and the generation of experience is the result of a person's experience, experience or living in a certain scene.

Therefore, the experience should be customer-oriented, understand the deep thoughts of customers, and must echo some deep desires of consumers, to stimulate some things that already exist in his heart, and get his response. Customer-oriented is to look at your products and services from the perspective of customer experience, and finally shock them and touch them.

Consumers don't know whether the product ignited consumers' desires or whether the product responded to consumers' desires. Just as in the past, there were only flat-level houses without duplex houses, when duplex houses came out, they sold very well. Did consumers need duplex houses originally, or did they stimulate consumers' desires because of the duplex houses? It's hard to make it clear. Only when the consumer is in a duplex house and has this all-round experience can he make judgments and decisions.

In the past, some enterprises used to make a big deal under the banner of service, such as preferential lottery, free overseas travel, large-scale popular science, etc., and the names were very loud, but there were almost no responders. Even if there were occasional people involved, it was nothing more than a little benefit promised to you, and it was nothing but a fun. It was nothing but a waste of people and money for the promotion of product brand sales. On the contrary, engaging in some meaningful public welfare activities that are popular with the public, such as theme draft, prize-winning solicitation of advertising terms, essays, calligraphy works, life speeches, etc., can quickly enhance the popularity and reputation of products and obtain the greatest effect at the least cost.

However, it should be noted that experiential marketing cannot be divorced from the brand concept. Therefore, experience must first set a "theme", and all marketing strategies are based on this theme. This experience theme does not appear at will, but is carefully designed by experiential marketers, which requires a series of management processes such as strict planning, implementation and control.

Fourth, the experience mode is innovative.

Driven by the consumption upgrade at this stage, the long-standing consumption pattern will be corrected, and a good consumption experience will become the core element of business model construction, and the trend of customization of consumption is increasingly obvious.

Experiential marketing is not only limited to the establishment of an experiential marketing team by enterprises themselves, but also can broaden our thinking, carry out activities similar to looking for product consultants from consumers, thus changing the tradition that enterprises have the final say on the effect of their products, and finally give the judgment power to consumers, and www.globrand.com's products are naturally brands that can stand firm in the market. Through such a brand-new service model with reversed rights, experiential marketing and word-of-mouth communication are brought into full play.

As mentioned earlier, experience is to let customers interact with us, participate in our situation, and create value together. In experiential marketing, enterprises and customers can't distinguish between the subject and the guest, and they all play a play together: the role of enterprises is the playwright, everyone is an actor, the products are just props in the play, the whole enterprise and the store are a stage, and everyone creates value together in the "play". Drama is like life, and life is like drama. When we sincerely "act", "drama" is also life.

In a word, experience is an independent and personalized value, which is more valuable than the product itself. It is created by us and consumers. Just like Philip. Kotler said: Marketing is not selling your products or services, but creating consumer value.