Arris-22 marketing rules (22 Business Rules)-21

Arris-22 marketing rules (22 Business Rules)
21. Rule of governing trends
Successful marketing should be based on long-term trends rather than fashion
Fashion is like a wave in the ocean, and the trend is a tide in the ocean. Fashion will get a big bang
Publicity, but the trend is seldom noticed.
Fashion is visible like a wave, but it comes and goes in a hurry. While the trend is like a tide, it is almost
Is invisible, but its strength will persist for a long period of time.
Fashion is a short-term phenomenon that may be used for profit, but because it cannot maintain for a long time
It will not be of much benefit to the Enterprise. Moreover, companies often develop blindly as fashion trends. Its
As a result, companies are often flooded with redundant personnel, valuable equipment, and sales networks.
(On the other hand, fashion often repeats itself. For example, women's skirts and men's side Series
Buckle suit. Harley-star is also a fashion because it repeats every 75 years .)
When fashion passes, companies often fall into severe financial crises. In this regard, atlei
Has provided a typical example. Let's take a look at how the Cole industrial company developed the card
Doll. Those cute and friendly dolls made a sensation in the market in 1983 and became increasingly popular. Cole
The strategy is to extract as much profit as possible from these dolls.
As a result, hundreds of cards flood the market with their toys: pens, pencils, color pen boxes, game appliances,
And clothing. Two years later, Cole's sales reached $0.776 billion, with a profit of 8300.
Tens of thousands of dollars. After that, the card fell into the eye of its dolls. By 1988, Cole had received
Penalty for 11 rules (the long-term effect rule.
Cole disappears, but the dolls are still there. In 1989, the company was received by hasblo,
Such dolls are run in quite traditional ways. Its current market status is good.
There is a conflict. If you are facing a rapidly developing thing, it is a typical
Fashion, your best choice is not to help, but to weaken this wave. Pass
In this way, you can flatten the waves to make them more like a trend.
We can see this phenomenon in the toys industry. Some toy manufacturers try to use their most popular toys
Name all other toys. As a result, all these products are combined into a huge wave
Wave, and this wave is destined to disappear quickly. When everyone has a ninja turtles
Someone will buy it again.
The experience of the Ninja Turtles is a result of the fact that their masters are too greedy to make a fashion quickly fade away.
A good example. The owner of the turtles is more keen to help rather than delay it.
On the contrary, Barbie has become a trend. This trademark was invented several years ago by Babi
It has never been used on a large scale for other products. Therefore, in the toy market, babiwa became a long
Period trend.
Most successful performers can control their appearance. None of them
Publicity, not everywhere, not all enthusiasm. Elvis Presley's broker, Ke
Lonell Parker consciously limited the number of performances and recordings of this artistic prince. This makes El
Every appearance of VIS became an event with a huge impact.
Forget fashion. When fashion appears, try to weaken it. Keep the market on demand for your products for a long time
One of the methods is not to fully satisfy the requirements.
However, the best and most favorable condition for controlling the market is the long-term trend.