Once upon a time, when people talked about marketing, they would ask, what is the peak season in your industry?
Now more and more industries, there is no peak season, and the off-season is normalized. The fierce competition in the market, from the beginning of the year to the end of the year, exhausted and hard work. Year after year, the marketing goals and tasks, and the step-by-step growth assessment, are basically unattainable. There is a gap in sales and profits, and marketing reform, model innovation, digital empowerment, product force building, performance incentives, etc. are like a mantra, discussing over and over again, learning, exchanging, and seeking advice. And after it is really implemented in the market, it is a chicken feather in one place. Wasting time and energy, still not driving sales and increasing profits, countless marketers feel more and more tired and uneasy about the future.
Yes, now there are more and more industries, and there is no peak season!
Expectations were high for the original peak season. There are three months of off-season in a year, three months of peak season, and six months of non-prosperity. But the three-month peak season is a year's money bag, and if you want to make money, you rely on the three-month peak season.
It turns out that agents can also plan like this: lose money in the off-season to grab the market, increase market share and proportion; in the peak season, the amount and make money, the target task can reach half of the year, and the profit can achieve eighty percent of the annual total.
It's all a thing of the past. If you don't know how to operate your own market, you won't do a good job in the planning and balance of manufacturers, in the next few years, operating losses will become inevitable, or even eliminated.
No enterprise can prosper forever, no industry can always operate profitably, no agent can stand, and no brand will always occupy the first!
The essence of the peak season is an imbalance between supply and demand. Consumption power is growing, and for a period of time it is subject to external factors, enterprises are in short supply, market demand is strong, and the peak season is born.
And how many industries will be in short supply now? Industries that have more than doubled the ratio of supply and demand abound.
Two days ago, a friend from other industries called, talking about this year's market competition situation, he was scolding, saying that the price war has been fought for 9 months for 23 years, and the year is approaching, and he wanted to stop it, but the wolf smoke rose again, and the industry boss directly broke down the price at the cost price, and began to lose money and make money, impulse to grab the jackpot, and the whole industry entered the purgatory mode again.
Marketing work is not easy to do, is the consensus of many people in the industry.
From another perspective, marketing is not easy to do, and it is even more difficult for enterprises to benefit and grow.
The products produced are piled up and cannot be stacked in the existing warehouse.
If we reduce production, we will increase costs and weaken competitiveness, and if we do not reduce production, we will not be able to sell them, and it may also affect cash flow and put enterprises in a dangerous situation. In the long run, demand is gradually decreasing and the market is shrinking, which has become a general trend.
For enterprises, the only way is to promote at low prices, exchange price for volume, and at the same time reduce production partially under the premise of no increase in cost, so as to maintain the benign operation of the enterprise. Innovation and change is the way to break the situation and survive the enterprise. Survival is the minimum requirement of the enterprise, and it is also the highest program.
For affiliates, don't diversify. The business is further focused and the existing market share is maintained, which cannot be reduced. For unnecessary expenses, further reduce costs, do a good job of cost control, and survive this "cold winter"!
As for whether it is spring after winter, it is difficult to say, maybe it is the rainy season, maybe it is an extreme disaster climate, so the agent must maintain its vitality and not fall. Only by living to the end will you become a winner. The only support for survival is to be careful in planning, preparing for a rainy day, estimating the worst, working hard for the best, and not falling.
The peak season has become a thing of the past since this year, and it has become the best memory of the future!
In the off-season, we must have the courage to face it, give up all illusions, be down-to-earth, operate sincerely, people-oriented, and do a good job in planning for the next 5-10 years.
There is no peak season, and we must learn to manage ourselves well!