Lange Zhiyang International Marketing Consulting Agency Yu Fei
In this limited product, the convergence and homogenization of functions are quite serious, so how entrepreneurs choose good products has become a top priority.
Some entrepreneurs always want to attach themselves to famous enterprises once and for all in their own channel resources, distribution capabilities, and terminal services, believing that they can share the advantages brought by brand resources and are more secure without risk.
In fact, wrong, a large enterprise often shop big deception, the pursuit of the flattening of the channel is very strong, often worried about the entrepreneur's network strength to disperse many of their own profits, so they are very vigilant everywhere, and the brand products of large enterprises are easy to sell,
But the profit is not to say, the cooperation with entrepreneurs is also quite picky and demanding, and there are strict standards for your terminal operation, distribution capacity, process management, promotional services, etc.
Products in the development of the period in order to distribute as soon as possible to occupy the market, it will rely on your channels, network resources, once when the rise of supermarkets and stores, in view of the cost of expenses and channel flattening needs, the first to kick away is some weak entrepreneurs.
Therefore, to measure, if you do not have the conditions for the time being, or do not rush to climb the good, in the industry we all know that well-known brands can go to the volume, but do not make money; unknown brands can make money, but do not go to the amount.
Therefore, when choosing a product, first of all, we must weigh our own network advantages, how the coverage rate is, and how the service capabilities, management levels and terminal operation levels around the channels are, only when these are clear, then, the famous brand marketing expert, The founder of Lange Zhiyang International Marketing Consulting Agency, Yu Fei, can guide you to learn several tricks:
First, the selected manufacturers should have strong R & D capabilities and resource advantages.
Because these backgrounds contribute to an in-depth understanding of the product's innovation system, quality description and corresponding sufficient publicity space.
Only the more materials to master, the more room for choice around the means of communication extended by the product, and the level of research and development is related to the technical content and strategic direction of a product, which represents the development trend of the industry, which is easy to attract the attention of all sectors of society and the support of government departments, and naturally it is easy to cause consumers to feel good.
Second, the product is best to be listed soon, it belongs to the initial stage, and the enterprise is in the growth stage.
Because this kind of product due to the recent launch, brand awareness has not yet been opened, competitors have no time to take care of or do not attract enough attention, manufacturers of agent selection criteria will not be very high, the requirements of the terms are relatively low, and as a listed new product, in the specific operation of market promotion is easy to win the care and support of enterprises, the so-called help on the horse to send a ride is such a typical.
Third, the selling point is outstanding, and the differentiation is obvious.
In the current many homogeneous products, the products chosen by entrepreneurs should highlight the personality as much as possible, and do not lose their way just to covet low deduction rates and large price differences.
It is true that the low purchase price, the delivery of gifts, the free return and exchange of goods, the sending of people to monitor the whole process, etc. are worthy of heart, but compared to the core interests of the product itself are appearances,
Now the competition in medicine and health care products is very fierce, if the selected products have no characteristics, the future market operation will be extremely difficult, it is best to think twice, take a step back, if the product personality has obvious advantages, but also to make the advantages in the first time let people fully feel.
Taking the diabetes product "Xue X Ping" produced by XXX Group as an example, although it is also aimed at diabetes and its complications, but unlike the general diabetes products on the market, it focuses on "energy health", pointing out that the root cause of diabetes lies in the energy imbalance of islet cells, and at the same time, through the high efficiency of the product to supplement the energy required by the body's islet cells, energy supplementation is complete, of course, the cells work normally, of course, there will be no lesions, and complications will disappear at the same time.
Such selling point refinement should be said to be different, and entrepreneurs should be able to do something through cooperation with manufacturers.
Fourth, the price point basically belongs to the acceptable category of the people.
The price is high, although the profit margin of entrepreneurs increases, but the market promotion is slow to attract more buyers, the market is not easy to expand, on the contrary, the price is low, and the cost of product promotion, terminal operation, and distribution services that it faces is too high will dilute the profits, so the suitability of the price is also an important factor to consider.
As for the fact that some products are not of much value, but the price is ridiculously high, it shows that the manufacturer's mentality of quick success and short-term profit, and its results are subject to the retribution of the market. When you encounter this situation, quickly avoid it.
Fifth, carefully choose cold products.
Some time ago, blood supplementation, zinc supplementation, iron supplementation, calcium supplementation, brain supplementation, kidney supplementation, vitamin supplementation, protein supplementation, etc., formed a popular wind.
Many subsequent products have achieved certain market performance in the early stage by using activity follow-up, concept speculation, conference promotion, and terminal interception.
It should be said that the choice of follow-up products in the early stage can avoid some market risks, but the profit space with the fierce market competition and changes in the marketing environment continues to shrink, resulting in the market is not easy to become large, it is difficult to produce brand effects, and the corresponding product operation life is short.
In addition, products such as estrogen, lead discharge, and genetic modification on the market now belong to the future direction of biotechnology development, containing huge industrial prospects, its profit margins are high, but the corresponding promotion requirements are also high, and the market is still in the further cultivation period, such as entrepreneurs who have just started to be weak, or cautious.
At present, the health care products on the market are still based on the needs of the public, focusing on common diseases and multiple diseases in life, and the group of purchases is also relatively extensive, and the cold products may be able to maintain for a period of time through a momentary hype, but it is a test for entrepreneurs to want to operate for a long time.