These two "laymen" have mastered the secret of doubling nutritional products, and you don't even know it?

The owner of the "layman"

In the visit to Hubei and Shandong, we found two channel providers, one is a health management store owner, the other is an agent, and both nutrition products are doing very well, stable and increasing.

Among them, the proportion of nutrition products in health management stores exceeded 40%; the agent is a nutrition products franchisee, with good growth in 2021, or one of the few local agents who dare to open and can afford to open an order meeting.

At first glance, you may think that they are not senior professionals in the nutrition industry, at least they should be veterans of the industry for decades, and they can rely on nutrition to do so well in such a difficult environment.

However, no, both are "laymen", but these two bosses have a common feature, both from the cosmetics industry cross-border.

Cosmetics and nutrition, it seems that eight rods can not be beaten, one coated externally, one taken internally; a field of supplies, a food field; how to "casually" cross-border two people come over, and play professional nutrition so lively?

In fact, these two categories really have great similarities. And the development process of cosmetics, to some extent, can actually be used as a reference for the nutrition industry.

In the words of the agent, "Nutrition marketing is too simple now, and it is all the cosmetics industry that plays the rest of the routine." ”

The doorway of "insider"

It turned out that when he first entered the industry in 2017, the agent had no bottom, but after he did two activities, he was pleased to find that "nutrition products have almost no marketing, that is, simply full discounts, which is compared with the cosmetics industry that has long been fiercely competitive, it is simply a witch." ”

So he moved the "leftover" routines of the cosmetics industry over, and the planning team issued various activity plans, buy-give-away, membership system, incentive red envelopes, pre-collection models, etc., a variety of novel programs, with cooperative stores quickly rushed to the peak of nutritional product sales.

After solving the initial problem of expansion channels and trust, the agent began to throw out the real "weapon" - professionalism.

He told the "Maternal and Infant Nutrition Review" that in the field of cosmetics, we soon found that the marketing method came to a bottleneck, must be used professional or brand to impress consumers, we were also spending a lot of money to cultivate cosmetics shopping guides, teach them not to just think about selling products, but also to learn to adapt to people's conditions, according to the characteristics and needs of customers to match the right products, to achieve a win-win level.

The nutrition industry is like this, but the form of expression is different.

Just like the owner of the health management store, she used to sell cosmetics, because she knew these things, and she was willing to communicate with customers and make friends, she sold cosmetics with the highest performance in this team, and she was also very good at selling pregnant women's cosmetics.

You know, pregnant women have extremely high requirements for cosmetics, and the threshold of psychological acceptance is also extremely high, and many pregnant women prefer to insist on not using anything during pregnancy, just to ensure safety. However, she can "easily" pry the consumer psychology of pregnant consumers, which requires what kind of hospitality and professionalism

"It's inseparable from professionalism, and when you really think about your customers and solve problems for them, sales will naturally come." Why isn't this the case with nutrition?

Looking at the development of all walks of life, it can basically be boiled down to three stages: product is king, marketing is king, professional (brand) is king, cosmetics, FMCG, home appliances, building materials and other industries have mostly experienced such a cycle and development process.

And nutrition products have actually reached the stage of excessive marketing to professionalism, especially under the influence of the epidemic accelerator, the whole people have a new understanding of nutrition products, and then rely on simple and rude marketing, it has been impossible to touch consumers, you know, the first three years of marketing to consumers is "eat to expiration".

What's next for nutrition? There is no doubt that it must be professional.

It seems that in this regard, "laymen" know more than people in the industry.