SME marketing is more important than products!

"Alas, I am not reconciled." "This is the feeling that is sitting opposite me at the moment Liu Zong."

To think about it, Liu from Shanghai has worked hard to develop the product for four years, make a cosmetic either technology or technology has reached the degree of perfection, unfortunately, because not good marketing, the product is still mostly sleeping warehouses, see other than their own products in the market to sell well, his heart is really mixed.

In fact, in this society, as a business owner, do not understand marketing, must eat big losses.

What to do?

is to continue to indulge in technical improvement or as soon as possible to achieve marketing transformation.

In my opinion, being addicted to the former in the present state only accelerates his decay, while the latter has a real chance of doom.

Liu's experience tells us that this year, you have worked hard to develop and produce products, if not recognized by the market, delayed to become a commodity, like a small child, the heart of the breath depressed only their deep feelings.

Look at it, product homogeneity, marketing homogenization made people dazzling, do not know where to start. How to let their products quickly occupy the consumer's mental resources, in order to quickly occupy the market, really stimulate the effective purchase demand, is a lot of enterprises racked their brains, and finally need to implement the first priority. Of course, the brand enterprises to better, because in the market left-right kill the battle is basically recognized, then nothing more than to let consumers how to further generate loyalty, satisfaction problem.

And some other products?

Lack of funds, less resources, no brand, no talent, no awareness in the market, and how to loyalty?

On the face of it, marketing seems simple, this is not to say that, in order to meet the needs of consumers, we must develop products that satisfy them, set the right price, send the product to the right channel, (so that where there is demand can buy our products), Through promotional activities to make people know and understand our products.

In fact, what seems to be simple is actually the most difficult to grasp, because it is a systematic project.

Now, people who care about the market and understand the market will know that if a company produces products without consumer acceptance and pursuit, waiting for the company's only closure and bankruptcy. Why? The reason is very simple, the product can not become the market circulation of goods, the more production, in addition to increase inventory is the essence of production resources of the extreme waste.

In fact, not only to do the market, the legendary experience of many celebrities also illustrates this truth. Like Pavarotti. A few years ago September 6, Pavarotti that vigorous and full of penetrating power of the voice has become a art., the singer Pavarotti has disappeared. Pavarotti in the second half of the 20th century with its extraordinary singing skills to attract the attention of the opera audience, known as the greatest tenor of the times.

For decades, even if Pavarotti had a God-given golden, this so-called "treble C King" and "the world's chief tenor" of the singer does not know the spectrum, if not careful planning, design, promotion, it is unlikely to be derived from all over the world's cultural industry chain. Herbert Bleslin, his agent and excellent marketing expert. In 1991, for example, in Hyde Park in England, an unprecedented concert was held for Pavarotti, and 120,000 of spectators watched in heavy rain. "Three tenor Concert" is another successful case of Pavarotti brand expansion. The latest commercial handwriting is the 2005 launch of Pavarotti Farewell to the global tour.

From this, a person even if there is talent, still need careful planning and packaging, otherwise, you have a good product, there is no good way to promote, that is, a pile of inventory.

Beginnings, one of the important tasks of marketing is to turn price-sensitive products into price insensitive. In other words, the products and services of small and medium-sized enterprises meet and exceed the expectations of consumers, consumers are willing to spend more money to buy his favorite products or services. Only by giving the product life, through the brand construction to add additional value, the product can be a premium. Life, consumers prefer to buy a brand of products, the reason is "I like", and the highest level of marketing can also be summed up as: "You want to like." Not only to sell products to the hands of consumers, but also to let consumers emotional, the product sold to the hearts of consumers.

Therefore, small and medium-sized enterprises do marketing to let consumers know what you are, what you and others are different, first of all to clear their positioning, so that they occupy a place in the minds of consumers. And if there is no positioning, the illusion of their products are omnipotent, the illusion of selling products to everyone, destined to be cornered.

These days, a lack of market-oriented enterprises, the boss of the day, in addition to such as hot ants, it is more self-esteem fall.

Throughout the country has been a boss to bring products to my advice, of course, they were all confident and complacent before coming, however, after careful analysis of the product situation, according to my more than 20 years of experience in marketing and understanding, I tend to throw them cold water, depending on your current situation, want to make this product operation, Almost impossible, perhaps some bosses will say, I this product upfront how much cost and resources, and the market still have reaction so, not as you said in the teacher, the next life is less than three months, more than half a year, you are not a bit exaggerated? More impatient bosses, Especially those who feel good about themselves say you want to bet with me, and the result? is verifying my language.

Sometimes I feel sorry and sad for the bosses. They only know product production, do not understand product management, they can put a product technology, technology, etc. to achieve excellence, unfortunately, their marketing is fragile, even if there is a point, is often followed by the "impulse--excited--the rash--moving" The trajectory of development, and in our current era of excess economy, you do not sell, the level is not in place, Kungfu not home, it is doomed to no future products, enterprises have no futures.

I have repeatedly reminded these bosses in my article that your product actually seems to me to be "triple-free" at best, no selling point, no mode, no service, and their enterprises themselves, often lack of character, will not shout, do not shout, do not want to shout, the demand is not clear, the direction of the unknown, the promotion is not, of course, the "Shout" Refers to the right spread, as the boss himself, have the energy, there is momentum, but there is no occasion borrowed Chao Jin, in fact, when a product to want to stand firm heel, Light has form no use, the key is to have God, and this "God" refers to the product concept and selling point, if not so that in the market everywhere beaten, Poor pathetic, and therefore have to remind the boss, you worked hard to get out of the product, if not open the market, it is your life sad ah.

At present, the biggest sorrow of small and medium-sized enterprises is that there is no market for light products.

In the face of fierce market competition and the enemy's siege, as a new enterprise and products are hiding in the shadow of others to survive, waiting for another way, up. Presumably most companies want to seek differences, publicity, individuality, use their own unique advantages to highlight the difference, so that survival, waiting for the move.

In this respect, the former XXX pure water is representative. Its "27-layer purification" of the appeal of a sudden perceptual memory recognition quickly reflected in the minds of consumers, although the vast majority of pure water has gone through dozens of procedures to ensure quality safety, but XXX's "27-storey" apparently preemptive in the target group of the impression of a bit. For consumers, "Farmer spring, a bit sweet" is well-known, it fully aroused the target consumer group subconscious emotional enjoyment, in drinking water into the intuitive feeling and psychological experience.

Then there is a cigarette factory in Anhui a few years ago to lead the health concept of the cigarette trend of the "8+12xx cigarette", it is based on the situation of different physiological period of the human body to create a favorable to the health of the consumer morning and evening smoking demand, packaging out 8 of low carbon monoxide, low tar, low It is reported that this low coke, low carbon, low suction time interval of "8+12xx" cigarettes in all parts of the listing, with its low harm and differentiation by the market sought after.

There are like the Shanghai XX brand American pistachio, with its "natural open + do not bleach" personalized appeal of the difference all of a sudden with the same quality products are separated, although most of the pistachios have the above characteristics, but the bright features, publicity personality of the day Oh. is not it, to "waterproof, oil, anti-fouling" for the original request of the XX nanometer cashmere sweater also with its various characteristics of the character won the market's favor.

In addition, other such as Heineken beer, facing Europe and the United States and Japan multinational brewery smoke, enterprises, if still in the beer wine quality and technology, such as competition can not have a strong competitive edge. So "Hiliz wine bottle after two times distillation disinfection" This classic slogan was born. With the spread of the extension of its appeal of individuality and the unique selling point and the quality of the impeccable, the core competitiveness is increasingly obvious, its competitors although the same practice, but because never formally put forward and spread, so that others seize the opportunity.

In the health care industry, how to face such as the forest to seek differences, drilling a good loophole is also our focus.

such as the beginning of a few years before the popular "wash intestines", "cleaning up" and other bowel health care products, in response to detox Yang Yan capsules pioneered the "detox" concept, which found business opportunities at the same time further extend the market segments, so "the woman of the old fast", "to the bowels of the bath I also crazy a" and so on a large number of the whole version of soft paper pouring down, A time to seize a lot of market share.

It is well known that the phenomenon of constipation in a large number of people, especially in the northern regions of the dry climate is more common, these bowel products on its own, is not anything new, but because of the excavation of a new concept, found a new selling point, coupled with the inflammatory plane media and lethality. Therefore, in a short period of time, wind water is not surprising.

Then there is the Topsun of the cover X force, in calcium supplements advocated in the "small number of times, scientific calcium."

Lango CHI International Marketing advisory body has to plan a calcium product planning played a "calcium to fill the fresh calcium", Harbin Pharmaceutical Group's high calcium tablet "a top of the past five pieces" and so on, all these can be seen to the audience, Even if the product homogenization caused by the loss of consumer behavior will be due to the new enterprise personalization efforts and differentiated demands to become the choice of certainty.

In terms of consumption psychology, the target consumer's first perception of information is often the best psychological position and the largest desire space, the corresponding memory opportunities will be greatly increased, this case is not uncommon.

As a weak enterprise, the products do not rush forward after the product, and due to the situation, in the seemingly ordinary publicity appeal to find unique and close to the difference of the selling point, there is a simple hawk-oriented advertising marketing into a technical service marketing, and then perseverance, always have a personalized publicity day.

You, do brand this thing is not very difficult, is not must have the accumulation of time and the precipitation of years, is not necessarily spend a lot of money advertising? No, no! I'll tell you now, small and medium enterprises very according to today's situation, completely can start from now, change "three without" for "three have" (has the selling point, has the pattern, has the service), In addition, the following three things to do, alongside the tree, story, add emotion, of course, this is a framework, details because has been in the previous article has been a lot of narration, no longer repeat, the boss of the heart if you want to further understand, you have to hurry up and call to consult.

In short, for some enterprises, if you do not work hard in marketing, your business will soon enter the death blacklist.

What do we do? In fact, simple, occasion, integration of resources.

Unfortunately, now the boss open mind less, wishful thinking more, the pendulum is not the mentality, recognize the situation, do not take the initiative, do not know the reason, clinging to a pile of large backlog of products and what is the significance?

Obviously, the surplus economy era, the market is the most important product. If an enterprise does not have the advantage of marketing, it can use the help of extended, and seek the good and outstanding "other half", make up its short, and raise its director. Through the integration of the two sides, the alliance to market-oriented mode of operation to accurately lock the effective target consumer groups, and then targeted, targeted personalized guidance to the strength of the brand to continue to give the stimulus to the quality of sophisticated constantly add warmth, achievements of a career must be promising.