How to join the fast elimination thinking in the marketing of hand tour manufacturers

In 2009, after the advent of the popular tide of smartphone, solve the problem of channel and payment of massive hand tour, all of a sudden, a large number of players from the PC side attracted to the mobile end, so the number of gamer to achieve a surge. In the background of the popularity tide of the smartphone, everyone is gamer, playing the game time is fragmented is the general trend, even has the view that the hand swims has become one kind of fast elimination product. Then the hand tour manufacturer how to in the original hand tour marketing to join the fast consumer product marketing thinking? I hope that the following can give you a hint:

FMCG Marketing to gain market power and sustained sales force, need to be in 6 areas to strengthen and upgrade. These six aspects is the FMCG 6 major marketing elements, as long as in any one of the elements to get beyond the competitive advantage, product marketing can obtain the strength of the outbreak, if each factor can be improved, it can gain market sustainable sales capacity. The six major elements are: Product force, channel Force, image power, communication, promotion, visual power

Product Strength: Differentiated competitive strategies, creating new product categories and tapping the blue sea market

The promotion of product force is not necessarily the product form completely subversion and innovation, sometimes, even if only a little change, can help the product to obtain huge market space.

And modern marketing science believes that the product as a whole mainly includes core products, form products, expect products, additional products four categories. And any one point as long as the realization of differentiation, it is possible from the original homogeneous competition to break out.

In contrast to the same hand-travel products, we do not discuss the core value of hand travel to consumers, the composition of a good distributor brand appeal is far more than a small and medium-sized distributors brought about by the strong appeal, this is the difference between the form of products, and for a hand tour to bring the consumer additional value-added, such as social services, Knowledge growth is the consumer's expectation product. And back to the core products, hand tour manufacturers can also find new product category positioning to distinguish other competitors. This one has to mention is the recent fire COC type game, tower prevention + management + strategy of the classic play, from the tower, strategy, to develop a new type of game, and make "Tribal war" "pirates" become the world's most fire game.

Channel Force: Appropriate channel strategy portfolio to reduce distribution costs

In the field of FMCG, we can often hear the theory of "channel is King". such as "Coca-Cola" channel deep Strategy, the channel covers the corner of the country; "Wow haha" the countryside surrounds the urban distribution strategy, the channel is the product and the terminal to become the grafting mouth, has undertaken the direct source task of the sale in the traditional enterprise.

And in the internet age, although "there is no channel", but the hand tour manufacturers want to obtain a stable hand-travel products exposure, but also rely on the existing large channels. But on the one hand by the channel to grasp the lifeline and the initiative of the day, hand tour manufacturers psychology must be bad. On the other hand, just like Wal-Mart's own brand "Greatvalue", the business of hand-travel predicts that the traditional channel business will be as referee and athlete. In this case, hand tour manufacturers should work with a number of channels to reduce the "One tree hanged" situation, the strength of even can be built channels to reduce dependence on a single channel.

Image power: Establish consumer's experience identity to brand image

Consumer attention to FMCG is not limited to the focus on the product itself, but more focus on the dual experience of brands and products.

Just as buying "good friends" means "good friends", "dove" means "love" like, hand-travel products in the use value must also give it the same image identity. Here, hand to swim that thing to hand the advice of the manufacturer is to focus on the route selection of products. such as "The history of the most pit Dad Game" series, "My Name is Mt" series, or specially choose each kind of game theme to create, so the user will produce a "labeling" behavior, such as "Tease than Powder" "Meng Meng" image, which is not only conducive to the user's accumulation of precipitation, Also beneficial in this type of game brand Word-of-mouth formation, can even create a new IP, to achieve products in different areas of extension, such as "Assassin's Creed" is going to make a film.

Spreading force: Precision guidance, not seeking refinement

For the fast consumer products, the product and the spread of the brand has basically decided the market position, of course, the premise is accurate positioning.

In fact, in addition to the new media advertising, traditional advertising has also become a hand tour manufacturers to improve the dissemination of power, the main way to secretly compete. Mobile gaming has become the main mass of metro Media and building displays on the north. In the past, these media are often fast consumer goods and electric dealers-these consumer properties are strong and have a good advertising budget advertisers display platform; and touch technology layer to 6.9 million of the price of the "China Good Voice" finals of the two ads, "fishing Tatsu people" and other games landing "Day Up", These big things not only stimulate the overall industry competition intensity, but also improve the overall transmission costs.

The hand swims that thing to think such big money is actually only a kind of "tyrants" wasteful performance, for the internet Chanping transmission, large data accurate transmission today, the target of the hand tour can be promoted through, for example, Baidu Stick targeted promotion, online video site publicity exhibitions, new media such as digital film advertising and so on, Precision guidance is the main embodiment of communication force.

Promotional force: Avoid the misunderstanding of promotion, establish effective promotion step method

For fast consumer goods, promotion is the enterprise and love and hate marketing magic weapon. FMCG is a very high consumer price sensitive product types, promotional as a disguised price marketing means, is the rapid elimination of essential means of competition and write-off measures.

And in the Hand tour product, the promotion more uses in the operation, according to the different data retention performance, in order to carry on the corresponding "The Price promotion" (the Operation activity), here does not have much elaboration. However, it is worth mentioning that the promotion of the same and frequently easy to lead to consumer sensitivity to the promotion of weaker, hand tour manufacturers should try to avoid such misunderstandings, in the operation of a good rhythm.

Visual power: Visual stereo impact, look + experience + plot

FMCG is a terminal sales product, with a very strong randomness, so whether it can attract the attention of consumers, whether it can reflect the brand and the consumer aesthetic fit, the success of random consumption is an important factor.

In the hand products, vision is not only a simple appearance, as an Internet product, it needs to have 3 common.

The first is the appearance: similar to the movie, the display is the guiding lens, propaganda screen, the user opened the game's first page left impression, this is the key moment.

The second is the experience: mobile Internet = new Equipment + interconnection + user interface + aesthetics, mobile games is the most representative mobile Internet products. The aesthetics of hand travel is the user experience and the key link in the game success. Experience poor application, down immediately removed.

The third is the plot: The plot is the play, the game can not let the person plays the boredom, but the more plays the more interesting. Mobile phone application is to pass the time, if cannot achieve the interesting goal, cannot attract the person to play down.

Summary: There is no absolute king of FMCG, hand tour industry is also so. Who can grasp the pulse of the market, who can become the king of the market.