Always like to watch the economic information network, all kinds of business economic information is my favorite. Then, biographies of some entrepreneurs became my new favorite, looking at some of the history of business development. When you see some enterprises from scratch, the heart is very excited. But not all enterprises can rise, the decline is also a lot, what makes them unable to survive it?
as time goes on, more and more experiences are made, and the process of what has been done and cannot be seen is becoming clearer. Until now, I have experienced it for myself until, has some understanding. Later, in some fortuitous coincidence saw or personally operated some big and small projects, with their own groping the slightly vague routines used to measure and guide, found unexpectedly is surprisingly consistent. Later, in the heart of the strong drive, determined to these from the loss of blood and tears summed up the experience to share to everyone, so that everyone less detours, no longer so confused.
Since the opening of the column, countless netizens add me, and I exchange. Talked about their various situations, have to do the supermarket sales lag, but also the township enterprises of Radish unsalable, there are enterprises encounter homogeneous competition is very fierce, but also open up new categories are very vacant, various situations, and so on. Now take this opportunity to address the specific situation of the solution one by one announced, hoping to help everyone.
I. GENERAL layout
The soldier, the paradox. Therefore can not be shown, the use of the show is not, near and far, far and near, and to lure it, the chaos and take it, but prepared, strong and avoid, anger and scratch, humble and arrogant, the lost and the, pro and away from it. Attack it without preparation, surprise. The victory of this military strategist cannot be transmitted first. ---The Art of war
This text is a section of the Art of War Master, tells the various techniques of combat. Trance Remember in the "I Ching" and the "moral sutra" inside there are similar statements, language may not be the same, but the manner of expression is different.
The Art of war is actually a tactic. How to achieve the goal in a proper and reasonable way can be called "military method". Used in wartime, this can be used for war, what the two armies to fight, the military and so on. In peacetime, this is actually a person doing things is a good way to do the project business.
Individuals have always been more like the art of war, like the first victory and then spoiling between the winning, outside the. So, in the things I want to write, more or less runs through the shadow of the art of war.
Two, everybody drunk I wake up alone
In the Art of war in Sun Tzu said there is a strategy yue: mixed water fish. The point is that when the situation is not clear, we must take advantage of this rare opportunity to seek their own interests, this is probably the meaning.
What does this remark mean in business? It is necessary in the situation is unclear, we all feel confused, the establishment of their own right of speech, and through a series of ways to seek benefits, so that the market and income are maximized.
In the case that I have seen, there is an enterprise that produces collagen. When entering the market of collagen, collagen this product in China this land has not been popular for how long, and from the various large and small brands of the appeal, ambiguous, complex, users simply can not identify what it is doing.
As the saying goes, the advantages are too much. I wonder if any of my friends agree with this remark. When we are introduced to others, said that we are very good, if we say that every aspect is very good, will give users two impression, if not at all do not understand you are excellent there, or think you say too false, too hollow.
In fact, the collagen market is facing such a problem, even from the current point of view, many collagen products are confused positioning, leading to the product into the market for several years, many users have no knowledge.
At this time, as long as there is a company to do accurate positioning, in fact, can break the collagen market for a few years of mystery bureau. Also at this time, the author to an enterprise put forward to such positioning ideas and suggestions. But the enterprise is not only not adopted, but also the product and information sites bundled together.
As far as the product is concerned, it needs to be identified accurately. And if the information and products are not put together to be packaged and pushed to the user, what should users accept? What can be received? identify what?
Positioning, in fact, is the Enterprise "Ming Road." If you do not have a good position, that is not to find their own direction, so, how to talk about development? Personally feel, in everyone a chaotic time, do a fine positioning, is extremely easy to obtain the user's identification and memory. For example, a friend of the boiler in Hebei encountered the same situation, personal advice is: To maximize revenue, then please in everyone is a chaos, the first to do fine positioning.
Ming DAO can go faster and more stable, if even the road is not clear, the end of the muddle will only be a problem to die of fatigue.
Iii. Differentiated Competitive strategies
Just said that everyone in the situation is not known, should do a good job positioning. So what can be done in addition to positioning? For example, if homogenization competition is very serious, how to deal with it? Individual advice is to use differentiation to separate the opponent from the opponent's appeal to get their own place, and then win the entire market.
1, positioning difference alienation
The first step of differentiated competition is positioning differentiation. The so-called localization differentiation, is the whole project differentiation. For example, do mobile phone and do old person mobile phone.
One is a broad positioning, one is very fine and very fine positioning. It is because the opponents are so broad that they cannot cover every small branch, and because of this, the businessmen have the opportunity to take advantage of them. Similar examples include Baidu's best Chinese search and the Best Music Search contest. That year, Zhou is to use this trick to beat Li all over the itch, later Zhou Bar this recruit called "Judo strategy". This is a great way to challenge the strength of the weak.
Similar cases of Yunnan white powder into the daily market success. You can study it sometime.
2, Product differentiation
Product differentiation is actually said to be with the opponents have different competing products. In the competition with the opponent is always not standing on a line, just as you and others than the height, you stand on the table and his, how to compare? Only in this way, you completely split a piece of their own truth, not on the same level and rivals, like captive animals, the same as the white fat.
Such cases, such as the cold medicine inside the "White plus black." At the time of the cold medicine market, 39 and Harbin pharmaceutical Six plants and some imported drugs firmly occupy the vast majority of the market share, while the remaining market share there are some small and medium-sized pharmaceutical companies in the fight, want to do cold medicine this time, tantamount to suicide.
But Baiga black manufacturers after market research, make full use of the principle of differentiation, using products to completely subvert the user's understanding, people know that the cold medicine actually eat this is the right. In this way, Barker in a short period of time to gain a lot of market share.
3, the differentiation of marketing and service
In fact, in business operations, we have always been around a problem is: Why should users buy your things? This is the user's identification and memory. I remember many times in previous articles that we had to use cross-selling to enhance the user's brand loyalty, and to use value-added services to enhance the user's brand reliance. And today to say the marketing and service differentiation, in fact, is in the cross marketing and service value-added two aspects to do further elaboration.
I remember I gave an example before, said a friend of mine in the Open small noodle shop, every day to eat noodles, my friend always remember to give the client in time to the hot soup, and often talk about gossip things, and because of this, his noodle business has been very good. This is the differentiation of services.
I have also seen a lot of similar examples, such as China Resources Su Guo can give users free water and add gas, which is also a differentiated service. In a word, that is not to sell products to sell products, but should sell products as a ancillary services, if you do so, you have achieved differentiation.
Iv. diffusion or promotion
With a good positioning or a good product and good marketing services, this is not what it is, the important thing is that you have to let users know how you do, what you have good, right? This is like a blind date, you have to tell others your uniqueness and advantages, otherwise it is not recognized.
A few days ago a buddy plus I QQ said he was doing the overall wardrobe business, now faced with the problem is very low sales, everyone in the rely and other guests, I asked him the specific situation, his positioning is very clear and then the category is also more special, but is not many users, income is not much, and then asked me how to do?
Similar to this situation, in our OH side repeatedly staged. For example, I sell noodles, our home is very delicious also very special features, but that is not much user-led business every month dismal ... Is this a common situation?
In such cases, we need to do a good job of promoting these. People say wine is also afraid of the alley deep, this sentence is not false, Maotai if not smashed in the ground many do not know this thing ah, right?
How to do the promotion? Forget the ads that people told you. According to your business size and size, choose a reasonable way to do publicity, you say a noodle, on CCTV to play advertising? For example noodles, you can use the power of users to do Word-of-mouth publicity, of course, the way to motivate users to design well. If it is a slightly larger business, you can use the way of public relations infiltration or network scarf and what to do propaganda, can also use the way of different industry alliances to help others to promote.
At noon, a friend sent me a website, asked me why this site positioning is very accurate-do mothers parenting counseling, products are very characteristic, why not how much traffic? I told him that it should be that they do not have much publicity, open the search a look, sure enough, not much publicity, This also understand why some products are very characteristic and ultimately no market reasons.
Some people said, is not propaganda it? I take the money to advertise is, this is not the right way of doing business. The right approach should be to advertise if it is appropriate, otherwise it is a waste of money. is not the management of the market to maximize and minimize the cost of it? If you do not know how to save costs and effectively expand the market, it is in the blind.
Five, the establishment of a new brand
There are also some products may and the current emergence of product brand is not the same, but from the market data analysis and industry demand, this kind of product has its market.
For example, a Guangdong Huizhou to do clothing friends, is ready to do outdoor brands, but, do outdoor brands and so many, worried that they do but others.
In receiving such cases, the author told the friend, any brand has its appeal, we look at the brand do not look at their production scale, but to see their message. For example, to do the outdoor industry, according to the user's mental acceptance, the word outdoors has actually been accepted by the user, then we now have to do is to the user's mind that the word to visualize visual.
Then said the user's positioning, said that this type of products in the domestic sales situation is not good, and then we are in the analysis, in the end what kind of situation created a bad sales? is the user does not know this type or user does not accept this type of product?
According to commercial principles, as long as the business has a precise positioning, users will be accepted. If the sale is not good, it is not done in a reasonable and appropriate way to allow users to accept.
Therefore, for the clothing friend, my personal experience should be gradually to penetrate, let the user accept this positioning for the first, and then in a large-scale publicity, to occupy the category market for most of the purpose.
Six, the sales of the difficult bureau
There are some very special circumstances that may lead to bad sales or even sales. For example, products out of the question, as well as special products and so on. In this case, if you want to achieve product sales and project Take-off, it is necessary to redefine the project or product.
1, redefine positioning if a product, in the face of some accidents, can not be recognized by the market, then, we need to product positioning and a new understanding and definition, to obtain the user's identity, access to the user's mind. For example, many years ago, plaid clothes were very popular. There is a factory in the process of producing this kind of clothes, because the technical problems so that all the clothes have white spots, so naturally can not deliver. At this time the factory suddenly initiation strange recruit, define this kind of clothes for "snow tweed", in that market still did not have this kind of product sale, because the thing to dilute for expensive principle, this factory's product and snapped.
2, redefining marketing as we all know, there are some categories in product sales that are not easy to sell, such as machinery, such as insurance, then it is necessary for us to rethink the product sales. The purpose of the sale is to let the product to the user and then the manufacturers collect money in, then, it is not necessarily care about the way to use, right?
Because there is such a way to guide, so there is a product into leasing, products into send, rely on follow-up services to earn money and so on sales, the fact that this way is to get more users.
3, redefine the user such as I met a friend before, their hometown of Radish sold, ask me how to do? For such a thing, I think we need to think about: Who is our user group in the end? If in the case of radish, that is the person who buys food is our user. And when the product is unsalable, how can we change it? Products and users are the poles of business, and for business to develop, it must be defined from the poles. If our users are not people who buy vegetables, but students, then how should our products be reflected? If our user groups are white-collar workers, how should our products be reflected?
Can we find a way to solve the problem by ourselves?
Summary:
Management of the way, is six words: Take potential, Ming Dao, excellent surgery. These six characters represent three aspects and three aspects are interdependent and interlocking. In our actual business operation, we always have to remember these six words, when we meet the actual situation, we should be good at using these six words to solve the problems we encountered.
For example, when the situation is unclear need to do accurate positioning, for example, in everyone's starting point of the situation needs to do differentiated management, for example, in the positioning and products need to do a good job of publicity and infiltration, do a good job of expression. This is the only way to do it, and to do it well, we will win more business.
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