After the launch of the new product, the market reflects the cold

Durex "Blow"

Last year, Durex's retail director Hing hurriedly with 7-11 of the purchasing manager said, brother, we launched a new product this year-durable, this product is not ah, is our carefully developed, with an exclusive patent, can be extended one hours, you know. It's a great recommendation.

7-11 of the purchasing manager said, "Alas, I know you Durex marketing skills, did not expect to do this stunt, you said, if I hang a small sign beside the cashier, said this condom has super God oil, can delay an hour, then we and those roadside dim light of husband and wife stores what difference? Not brothers do not help you, I also have performance pressure, test can, but the main push, forget it.

Durex Other channel head also encountered the same situation, and even some offline entity shop are unwilling to enter this product, the price than Durex own products are several times more expensive, how to sell ah?

Sure enough, "durable install" This new product launch, the market reflects cold.

Cough up ... Well, to tell the truth, the above storyline is fictitious, for vivid reasons, but the outline and the result of the story are true.

Durex last year launched the "durable", and did not let their marketing advantage in the sales area "lasting". Until with the day Cat Medical Museum category seven Le Kang made a big plan.

With the help of "5.20" This festival, the two sides have planned 20,000 Durex new product of the cost-snapping activities, this is not unusual, not to invest in the promotion of resources, do a big push?

Seven Lok Kang founder Shizhenyang said that their event is different, great promotion of conversion rate of up to 60%, it is a miracle, it is almost the highest conversion rate I have ever heard, behind this miracle is a series of "very yellow very violent" planning, for example, their slogan for this product is: let men easy, Make a woman unconscious!

With the "Love and not Color" copy and pictures, two hours to rob the 20,000 single, but also created a conversion rate of miracles. Here, forgive me puzzled amorous feelings of show off a little professional knowledge, the beginning of the topic again, why the offline entity shop, can't do such planning?

To put aside the possibility of "not having enough money" (as traditional retailing knows), entity retail product planning performance, indeed far less than the electricity quotient, entities are more festivals and discount planning, involving product selling point of the planning pan-good, limited shelves do not allow you to speak too much, even if you do all forms of advertising, Spread and sales separation, or let your planning stretched.

But the electric dealer precisely has this deep digging product selling point advantage, therefore the new product promotion finds the electric business channel, instead becomes more and more popular.

Anyway, why would Durex find a drugstore to do a new product release? In fact, this drugstore is really a little "evil", very durex taste.

"Evil" marketing planning force

Shizhenyang said, you say condom this product has what to sell? Isn't that a condom? This is the standard, Ah, you also sell, I also sell, he also sell, online line of countless stores in the sale, how can we sell better?

We think of a trick, is the scene of the guide! When the product is the same, it is necessary to distinguish the difference between consumers!

For example, according to the constellation to sell, different constellations recommend different types of products; by role to sell, with the boss together, what products, with the lover together what to use, with the husband what to use, according to the scene, indoor use, recommend what category, outdoor time what to use, when the car with what. According to hot and cold, summer with cool, winter with hot.

We and other pharmacies a very big difference, is the idea of different, they sold for so many years, is selling condoms just, and we sell is the use of the product of taste, through the scene guide, with a little fun.

Do not underestimate this interesting, reflected in sales, is far higher than the industry average conversion rate, our normal conversion rate is about 20%, but the industry average of 5% to 8%.

Why is it that the situational guidance can lead to such a huge difference in productivity?

As a channel, we sell products, with peers and not too big difference, but we are facing the consumer groups are different, we have to think about what the young people like what products, care about what culture, they like a variety of interesting, funny, small evil description, They are indifferent to a cold product, the exaggerated description of some websites is not interesting.

And we use the development of the scene, give the product life, give fun, will let consumers feel, oh, originally this time should use this type of, then try it.

Not only is the sex products, other categories can also develop a scene of guidance, such as the beauty of the pupil, see the boyfriend, evening with what will be better, and participate in business activities, what is the most appropriate.

Scene development, is the need to guide, to sell the standard products of non-standard goods premium, so, our price is higher than the industry average of 5 to 10 points, also no problem. (all have formal invoices, which is also the reason for a slightly higher price)

Seven Lecang this kind of marketing planning ability, let many big brands choose them as new starting position, the first wave of new products to promote, too important, once done well, with Durex's "durable" like, other channels will not pass, and once the initial success, other outlets are competing to purchase, and then drive the offline channel. Therefore, the channel business planning ability, especially the product planning ability, has become seven Le Kang's core competitiveness.

Traditional pharmacy as the "medicine" for electric dealers

Of course, there are a lot of traditional pharmacies to do electric dealers (online drugs are only allowed to do traditional pharmacies), but why are slow development? Cross-border talent is also very important, offline sales talent is a lot, but both understand the line, and understand the line, but also understand drug sales, across the "three realms" of talent, too scarce.

Many traditional marketing people use television advertising planning ideas to do Internet communication, it does not work. TV ads are more image ads, but the Internet, is the brand image, fun interaction, sales performance in one, do not do this, you put tens of millions of, may be just a water drift.

Two years ago, Shizhenyang, the chief executive of the business school, told the theory of electric quotient and marketing to Cong, the director of the School of Business, Baowenzing (founder of Starlight). Full of excitement ah, but unexpectedly, two years in the electric business marketing planning, incredibly also can create competitiveness, but also achieved the name of the cat's first drugstore reputation.

How did the traditional pharmacy Shizhenyang find the feeling of the Internet?

Shizhenyang to study medical background, in 2009, there is only one more than 70 flat shopping malls counters, one want to be in the pharmaceutical business as he, feel himself through the drugstore chain bigger and stronger opportunities, should not have no background and no funds, want to be bigger, only network a way.

However, he is a traditional drugstore boss, do not understand the Internet, how to do? He made two decisions, one with a business start-up team and a joint venture, which is still the core executive of seven Le Kang and three years from four to 400 people.

The second is to send their own behalf of the President of the class to learn, know a big help later together to grow up as the first class head of the boss, such as Jiuxian nets Shang, camel Wan Jingang, of course, there are starlight Baowenzing and send generation of old Xing. In addition to flirt with the electric dealer's inmix glasses of Li Ming, Roman Leigui, pearl mattress Cheil, Raleigh electric Dealer Liang, so the annual president of the club has become the day Cat Category Champions Club. The key is that everyone is a traditional enterprise, from a layman suddenly entered the mainstream of the electric business Circle, the feeling in the circle, is difficult to replace.

These two steps come down, their awareness of the Internet is clear, the team's executive power has also been, so they got the internet in early 2011 after the sale of drug licences, the same year's double 11 to achieve the category of title, 2012, 10 million of the sales of 11 championships, 2013 total sales reached 400 million, It is expected to reach 800 million this year.

Founded four years, the traditional pharmacy has done more than 10 years of sales, now there are nine pharmacies under their own line (traditional pharmacies want to live online drug licensing, must have 7 offline shop), but sales accounted for less than 10%, and, Shizhenyang did not intend to develop offline pharmacies, because offline pharmacies, will face a crisis.

Half the traditional pharmacies are going to fall?

The competition in the offline pharmacy is getting fiercer, don't you see? Around your house, a few paces away from a pharmacy. This is not the main, but also the cost of the rally.

First, labor costs rose. The wages of workers rose several times, Shizhenyang said, 4 years ago, he 600 can recruit pharmacy shopping guide, now, canton only the minimum wage will be 900, plus a variety of insurance, labor costs turned several times.

Second, recently, the rent as long as the expiration of the double, the original 20,000, now 40,000.

Third, the state issued a new policy, a pharmacy to have two licensed pharmacists, a monthly salary of 5,000, the monthly increase of 10,000, a year to increase the cost of a hundred thousand of.

But, the profit of the medicine cannot increase so badly, many private pharmacy's profit, actually is not high, next, the national policy will also be to the medicine price limit, the future line pharmacy will have the huge parcel, even, in the next few years, will fall half.

Therefore, the development trend of the pharmaceutical industry, will be more biased towards the Internet. So Shizhenyang Although there are pharmacies, but the focus is completely online, and the concept of traditional enterprises are not the same, traditional enterprise thinking mode is, I have medicine, you buy?

But Shizhenyang thinks, the traditional enterprise transformation, must change a thought, for example, pharmacies are best not to sell drugs, to popularize the concept of prevention, I have here to prevent sick products, you bought will not be sick; second, to operate customers, rather than operating goods, a consumer regardless of the purchase of any of your products, must be through the service to get his favor , even if the beauty of the pupil, even if it is Durex, even if the milk powder of these products, as long as the trust, in the future when you want to use medicine, you must remember that in the field of medicine, trust, is equal to profits!