Shing on Planning (II.): The three magic weapons of marketing

The last chapter is about the three methods of advertising planning level, now on the marketing level of planning, there are three magic weapons, and the three magic weapons of our party is the same: The United Front, the construction of the party, armed struggle first is the United front, that is, to maximize the mobilization of all the power can be mobilized to unite all the forces can be united, To make their own product advertising as much as possible, and consumers in broad contact. Successful brand advertising is not corners, everywhere, such as Wanglaoji terminal advertising coverage of the country, Mao-grain wine advertising throughout Yunnan.

The second is the party's construction, there are two layers of meaning, one is the internal construction, that is, regardless of any enterprise, to do a good job in the market, we must build a tough marketing team.

Another means to external construction, that is, to cultivate the product of the ideology, that is, to pay attention to the education market, we all know that the community engaged in education the most common people have three kinds, one is the parents, one is the teacher, there is a leader.

Parents represent "frequencies" because parents rely on the frequency of contact with their children to height their children; teachers represent "knowledge", teachers rely on knowledge to educate our children, and leaders represent "authority" because leaders educate subordinates by authority.

From product to brand transformation, the core problem to be solved is how to use the quickest way to educate the market and educate the consumers. And the success of the education market, whether it is television shopping or soft speculation, or activity marketing, the core is the use of these three ways: first, product advertising or information to reach enough frequency, to repeatedly emphasize the "sense of clothing" consumers.

The second is to fully emphasize the product's technical and functional knowledge, to "persuade" the consumer with the knowledge rationality, three is to use the image spokesperson or the expert endorsement, with the authority "superior" the consumer; third, armed struggle, refers to the use of different levels of marketing tools and tactics. such as terminal interception, aggregators body, TV shopping, radio sit, borrow channels, shop head ads, news reports, naming and so on are new marketing tactics.

One of the Shulei terminal interception tactics is most famous, the specific performance is: concentrated firepower. A quick response, consistent with the opponent in time, especially in the weekend, the holiday "confrontation promotion" must be fully carried out, the second is to concentrate personnel, in addition to ensure enough shopping guide, etiquette personnel, managers, brand leaders to the scene in person, and unified dress; three to concentrate rich, innovative gifts, to ensure "strong firepower."

Multiple strikes. To choose the local shampoo sales before the 3~5 bit of the store at the same time for antagonistic promotions.

Publicity highlighted. First, the sale of information to clear the content, to have the "head" sex title (such as summer send happy, Shulei luxury gift), at the same time to put more points, eye-catching prominent; the second is to have the background of activities (such as screen) to display the image, foil atmosphere, licensing advertising, pop, etc. should be complete.

Guarding the gate. In the store gate, entrance, channel and other people, set up selling points and propaganda point, blocking the site of the opponent's spot promotion, conditional on a large-scale promotional activities.

Swimming interception. In the promotional booth outside the arrangement of a number of promotional staff, in the field distribution of leaflets, mobile preaching, to attract consumers to the promotional stage in detail to understand the content of activities, to "swim", "shou" combination, multiple interception.

Prompt gift. At the gate or the entrance to the store to arrange a person with a word (such as Shulei today has special promotions, gifts are particularly rich, please pay attention to!) Prompts the customer to pay attention to the active content. In addition, the selling point to display the gift, it is best to buy send collocation, clear eye-catching, fully attract customers.

Fine Sue function. In the purchase of transactions, must be detailed specifications, targeted to Shulei unique features and excellent quality to the consumer to explain, to tell consumers to discount or gift gifts is not due to the backlog of products or is about to expire.

Stick to the end. "Confrontational" promotion is hand-to-hand combat, during which competitors may take some new countermeasures to resist, the principle of shulei is "opponents do not promote, their regular promotions, opponents small promotions, their own big promotion." "TV shopping is also a new tool for armed struggle, the birthplace of television shopping-Europe and the United States, the television direct sales, online stores, warehousing, such as the representative of the new mode of sale has been fully occupied the leading position."

1996, the United States television shopping companies accounted for the total retail sales of total social goods 1.8%; in Japan, the amount of TV shopping sales also amounted to 5.8 billion U.S. dollars. Compared with foreign countries, 96 years ago, China, TV direct sales business is almost a piece of white paper, until that year, the Chinese local TV direct sales giant crocodile-Weiss (TVS), only to the development of China's TV sales to add a heavy ink. 98, the company achieved sales revenue of 223 million yuan, retail sales of 260 million yuan, accounting for the national TV retail industry total turnover of 10%, to achieve pre-tax profit of 29.43 million yuan, sales profit margin of 13.1%. There were even jokes that the company relies on a "Figpath" soft bead bra to feed itself. People from the beginning to its unfamiliar to the familiar, from the refusal to recognition, slowly someone began to buy it recommended "million to Give" "Bobby Doll", "Plastic beauty multi-function fitness device" and so on. This also let the company at that time to Amoy full profit of the first bucket of gold!

In a short span of 4 years, Dili traveled to China, at that time, with its specific circumstances and many other factors.

First, it caters to modern fast-paced lifestyles. There is a class of consumers in the public, they are not willing to spend a lot of time and energy shopping malls, while this kind of people are willing to trial and have a strong purchasing power. "Television promotion, telephone orders, shop assistants" is the operating mode of direct television. Consumers as long as a phone, someone will you ordered products door-to-door, greatly improve the efficiency. "Emperor Granville phone pass, shopping and easy to meet."

Unlike foreign companies, "Dili" in the late period of TV direct sales and fixed Shop management, which is also catering to China's national conditions. Because most Chinese people believe that seeing is the truth, advertising on TV is so good that only after having seen it, will the final decision be made. Can be seen in foreign countries have proven mature and feasible sales model in China also have acclimatized.

Second, the TV direct advertising time is generally selected in the TV station is not prime time, that is, we call "garbage period", long time and very low cost. Advertising film production longer, generally in more than 5 minutes, repeatedly detailed product introduction. Through the vivid program picture, the visualization operation demonstration, will the commodity performance, the price, the style and so on omni-directional direct effect in the audience's emotion, moves with the sentiment, Xiao's rationale, teaches by the law, does not by the consumer not to be tempted.

In the end, most of the products in the early stage of TV direct selling are relatively new in structure, high in science and technology, and unique in function. Grasp the "new strange" principle of three characters, mainly close to the life of fitness equipment, ladies supplies, household items.

80 's Coca-Cola into the Chinese market in Guangdong, pioneered a new marketing approach: Shop head ads, will be their own advertising and a variety of small shop head signs combined to do shop-head advertising, to achieve a double win. This is also a new way to lose a smart.

The third level is product planning techniques, product planning, but only one ça: to meet the needs of humanity.

Product planning space is very large, as long as the need to meet human nature, you can produce a successful product, a new industry.

For example, warm underwear, to meet the needs of young women in the winter to show the need for stature; plastic body underwear, to meet the modern women lack of time to exercise, dressed in underwear 24 hours at any time in the United States, in the walking sitting between the body can achieve the need to shape body, diamond mobile phone, to meet the Chinese women put mobile phone ornaments and fashion supplies human needs; tea drinks To meet the needs of people to drink tea while walking; VCD to meet the Low-cost, error-correcting ability of the DVD requirements; bottled water to meet the drinking water safety and the need to drink fresh water at any time; speed-changing vehicles, the car into ordinary consumption to meet the psychological needs of people's competition ....

I used to help a water boss to plan a product: The theory is that, ten years ago, we drink tap water, do not spend any money to drink. But now, we would rather take out hundreds of yuan to buy a drinking machine, spend more than 1000 yuan a year to buy bottled water, why? Because of the serious pollution of water resources, people have the demand for healthy drinking water.

Now there is a big business opportunity, that is, we used to cook soup and water is the same with tap water, but now we have to drink water to the bucket, but boiled soup or with tap water, you can not run to the living room every time to fetch water in the drinking machine, can produce a bucket of water, specifically placed in the kitchen, As soon as you open the valve, the water flows into the pot, so you develop a brand new industry product.

This product planning, because I have been around the country to speak, there have been a lot of bosses heard, it is estimated that soon will form a mature product, who first to make a fortune!

A good product planning, must meet three conditions: features, selling points and buy point so-called characteristics, refers to the product to have a different function of similar products; the so-called selling point, refers to the product to have a unique functional interests, to meet the needs of people, people are willing to buy, the so-called buy points, refers to the product of the sale of consumers willing to spend the money to buy.

In the 80 's, there was a TV factory that produced a new product: A crash-proof TV set. The quality of this product is not excellent, the characteristics are very prominent, but after the listing of few repercussions, sales are very difficult. Why is there such a situation? Because the consumer buys the television mainly to consider is the picture picture, does not consider the television whether to fall.

So this new product only features, but there is no selling point, because no one is willing to spend money to buy, but also lack of buying points, so it is a failure of product planning.

I've met a lot of bosses who are betting on life with their products. They love their new products, put their money into production, hope to rely on this product to realize the wealth of billionaires dream.

These products do have a lot of characteristics, and even many have a unique selling point, but there is a lack of buying points and miss the market, finally make a bankrupt, poor.

Recently, a drug-making boss came to me with a new product called "age-inclusive". In fact, Olive contains tablets. The boss's idea is to replace xylitol with this product, the third generation of chewing gum, xylitol, and, he believes, a "time to chew" the "era", will be opened by him.

The boss put all the net worth to the production link to go, now finally financing loan to get 2 million, an opening will give me hundreds of thousands of, let me help him hit the market. I said, you only 2 million, why dare to give me hundreds of thousands of? He said that one is the Shing of the brand Trust, the second is the confidence in the product.

I asked him a few questions: first, how much is your product price? --"Seven cents a grain"; second, what is your product function? --"tastes better than xylitol".

Then I tasted a piece of film, the entrance in less than a minute. I immediately said to the boss, this product you do not put into the next, certainly no future. The boss heard that the money was delivered to the doorstep.

I told him that xylitol can replace chewing gum because it is more healthy than chewing gum teeth, which is its revolutionary. But you have to let people from the "chewing time" into your "inclusive era", not You say "inclusive era" to it, this sentence is for consumers.

You just "chew" into "contain", which is not a selling point, not to mention revolutionary, plus xylitol as the current popular mature incense mouth products, each grain but triangle money, you are twice times more expensive than it, with what? You didn't buy anything!

A selling point is very weak and did not buy the product, is no future, so this product is doomed to die, now I advise you to stop hand, is to save you, or you throw millions of in, you have to jump. Then the boss listened to me and turned to other products, and now they're doing well and they're alive.

And one more time, in the middle of my lectures, a student asked me, he is selling a peach in Lijiang, because the price of 100 yuan A, is a high-end products, so his ads all hit the plane and golf magazine, locked high-end crowd, but sales have never come up, ask me the question out where?

I told him in front of all the students that this was the typical Third-party market approach problem. What the boss has done shows that his approach to the buyer's market phase has been skillfully used, but it will not solve the problem. Because his method has not adapted to the third party market-the demand of the think-tank market, we must use our new method, in this matter, I said just the way to do the necessities of the most suitable for him.

I told him the truth: how much does it cost a man to fill his water? I held the water bottle on the desk and told him, "a dollar!" "How much does it cost a man to mend his liver to treat liver disease?" He and the students answered "thousands of dollars, tens of thousands of dollars"; I'll ask one more person to cure cancer. How much will it cost to help? Everyone said, "hundreds of thousands of, the ruin also want to help!" ”。

So good, I asked him, your peach has any selling point, he said it is Lijiang production, can supplement the human body of amino acids. I told him that Lijiang is China's hottest tourist city, it does not accept tickets, Lijiang produced peach why can sell 100 yuan? That makes no sense.

A lot of amino acid products, I eat a tomato may be more than your peach supplement, why let me dig 100 yuan? Therefore, your product has not become a necessity, but also lack of sufficient reasons for the purchase, lack of enough selling points, completely did not buy a point, so unsuccessful.

So what are you going to do? It's simple, I just want to spend a few bucks, but if I can cure cancer or solve major health problems, you can sell 100 dollars. It is also a question of how to turn from a substitute to a necessity.

The fourth level is industrial planning, the key to industrial planning is a sentence, to achieve "concept of industrialization, industry conceptualization."

Let's look at the case of thermal underwear.

I ask you a question, "If we don't have warm underwear, will we cold?" ”

How did we get here in the days without warm underwear? Are we cold? No, not at all, even the bosses of thermal underwear have no cold. One cold day, people will be a piece of clothing, what cashmere sweater, down jacket, leather ..., really do not turn out old trousers sleeve. So is warm underwear necessary to be born? Yes! Because both the supplier and the demand side of the product need it.

I'll tell you the truth.

These years, enterprises to survive and development is very difficult, if the production of existing traditional products to participate in competition, such as the production of shirts, down jacket, difficulties too much, the odds are too low.

One is that these products have been very thin profit, the second is that the brand has been standing, in strength, technology and marketing management is not ordinary, with these enterprises to tumultuous is not fun.

It's a dangerous thing to eat, so create a new product category and then monopolize it. This approach began to suffer a bit, but as long as the market into the introduction period, and then a few market supporting "help" a foil, ushered in will be profiteering and extraordinary development speed.

Yuchilin, founder of the concept of thermal underwear. In the 1996, Mr. Yuchilin invented the moisture-conductive thermal composite velvet, and used the invention in underwear, named "Warm Underwear". 1998 There are many people do not know "warm underwear" why things, until 1999, "warm underwear" This "spark" is prairie, it is said that a few big thermal underwear enterprises have hundreds of millions of yuan a year. What a tempting money-making prop! 2000, there have been more than 500 enterprises in a rush to snatch warm underwear feast.

Why do consumers buy warm underwear? Concept marketing makes old clothes less warm.

As mentioned above, consumers do not have warm underwear is not frozen, they have such a dress, then why do they buy warm underwear? In the absence of warm underwear, each of our clothes are warm, with the concept of warm underwear, clothes are classified into two kinds, one is warm, one is not warm.

So, the former clothes are not warm, you do not have warm underwear you start to feel really cold in winter, other people's parents and wives have warm underwear, and your parents and wife did not, you not only the body feel cold, even in the heart also feel cold. So you have to buy warm underwear.

At least three kinds of people are the new force to buy warm underwear, one is addicted to taste fresh fashion, such people regardless of what the market has a desire to try. The Chinese are too many, the base is big, alone this crowd is tens of millions. To borrow the words of an individual trader: "The Chinese are more than cheated." "Two is a new clothes a family, last year wearing a sweater woolen short old broken, buy what is also buy, figure a fresh, buy warm underwear bar."

Three is to honor the elderly husband and wife love, send warm underwear to express their hearts. Enough, enough, these consumer motives, enough to allow the market to start and prosper, enough to keep the pioneer of thermal underwear fat flow of oil, enough to let market followers to break the head!

The concept of industrialization, profiteering attracted a large number of people

Let us briefly review the development of thermal underwear: 1996 to 1998-the introduction of the market, the creation of concepts, hard to spread, product development and organization of production, pioneer difficult to survive, a small number of sensitive and discerning enterprises began to pay attention to and follow-up; 1999-profiteering period, the market from quantitative to qualitative change, Rapid hot, warm underwear business as if a night wealth, a year hundreds of millions of; 2000-rush period, profiteering attracted a large number of people, advertising war, star, shopping malls promotions, price diving; In 2001, this year is the watershed of true and false marketing of warm underwear, is to continue to stay on the tools to make money or through the consumer to solve the actual problems in exchange for profit of the year of reflection. The natural disaster of the warm winter, the lawsuit of the people confused, consumer impulse after rational enhancement, thermal underwear, the credibility of lower industry concentration, these are testing the thermal underwear business marketing.

Thermal underwear This industry, is first through a product concept innovation, rapid formation of the market, this is called the concept of industrialization, followed by the increase in the number of backward, competition intensified, this time to carry out the concept of subdivision, everyone is warm, but my infrared heat, you have thin body function, his skin and so on, This is the concept of industry.

Global warming, warm winter, this is the most let warm underwear manufacturers heartache words, they may hate to turn Beijing into Siberia. Complaining does not solve any problem, if you use marketing ideas to see the problem, you will find a way.

The warm winter gave a shrewd manufacturer an opportunity--the concept of industry. Last year, the warm underwear market appeared a horse named "Turandot" Dark Horse, the Italian brand from the warm underwear in the subdivision of a market-thin warm underwear, thin and warm, to solve the warm winter people's clothing needs, in the price is higher than the mainstream corsets warm underwear dozens of yuan in the case, incredibly in a short period of three or four months, Sales of nearly 500,000 sets, "Turandot" a debut will abruptly swept away the most fat piece of the market.

Warm winter has not become the Waterloo of all thermal manufacturers, "thin warm body" underwear popular, so that people can see the way out of winter apparel products again. As long as we remember to study consumer and consumer needs and understand human nature, we will find new product concepts.

Industry conceptualization, average profit time to dig new profits is also last year, thermal underwear giant Arctic cashmere invested heavily in the development of the shape of ultra-thin cold resistant underwear and body thin warm underwear, in warm underwear on the introduction of the United States body function, and finally toward the heart of consumers a step closer. Plastic body underwear, grasp the modern people want to show the perfect shape through health care needs, in the underwear market is quite coveted performance.

Last winter, but the Arctic velvet, Antarctic warm underwear by virtue of the second body-"corsets" function, sales in more than 1 million sets. The success of the two major thermal underwear manufacturers, all of a sudden stimulate the relevant manufacturers to play the "body" the confidence of the function.

This year, under the pressure of competition, another three companies came together, one is the first to play the concept of the United States "Ting Mei", one is the invention of warm underwear "Yuchilin", there is a scientific research field of the regular Army "Zhongke", these three powerful alliance indicates that the warm underwear in the product substantive content began to progress-" Scientific and technological beauty warm, the cooperation will be in the thermal underwear performance and comfort degree of great Kung Fu, High-tech application to warm underwear.

"Zhongke Seiko spinning" super warm underwear master to create High-tech image, the brand relies on the international leading warm card technology, for the high income of the city to provide a thin and warm high-grade products; Ting Mei is the United States to build up the body, the introduction of the Ting Mei "thin warm body clothing", "thin warm fashion underwear, the same to let women have both temperature and curve In the United States, the focus of "beauty" at the same time, Yuchilin will introduce the temperature of "new trillion Lin" underwear, will be popular, universal integration into High-tech, so that more consumers can wear more comfortable warm underwear.

In the industrial planning, we quickly dig up monopoly through "concept industrialization", extend the industrial life cycle and our profit cycle through "industrialization conceptualization", and dig new profiteering in the average profit period.

Industrial planning above is the business Magic style planning, business magic is to do permutation combination, different business elements of different permutations and combinations can form different business magic style, this I have already spoken a lot, no longer said.