Practitioners know that the upsurge of the "super community" set off by the elderly health industry originally thought that it was a revolutionary innovation that subverted the industry, but in fact, it was just a price war in the cloak of innovation!
Since the second half of last year, the concept of "super community" has heated up rapidly. The first batch of operators in the market and the first to follow the trend have made money, but at the same time, it has also brought a lot of pressure to other practitioners in the same industry. When I first heard about this new concept, some dealers said, "6 new groups of 500 people were created in one day, and other customers came to my group!" Hearing this data, it is estimated that everyone will have a reaction: the super community is too powerful!
“...... Others send 1 red envelope, I send 2 yuan...... "I understand! I know the real operation mechanism, and instantly I added a decoration to the "super community": it is not the right way in the industry.
From the perspective of profit model, it is not fundamentally different from the operation ideas of traditional health care products, goat milk stores, sales stores and travel stores, but because of the increase in investment, larger red envelopes and more gifts, it greatly increases the operating costs of dealers, which is undoubtedly a behavior that harms others and is not beneficial to themselves.
The "super community" has changed the purpose of customers to buy health care products, nutritional products, health care services and participate in tourism from health care to receiving big red envelopes and gifts, and high-quality customers have become full-time wool pickers driven by interests. This completely goes against the original intention of the elderly health industry, making the entire industry fall into the quagmire of profit first.
From the Nanjing exhibition to the Beijing exhibition, the investment manufacturers have played the concept of "super community", and it is difficult to calculate how the actual operation effect is, but from the communication with dealers, I deeply feel that the "super community" has a great impact on the entire industry. Some dealers reported that during the home visit, they found that an old couple of customers, 6 mobile phones, 11 WeChat accounts (given by his son), can receive 5-6,000 yuan in red envelopes a month, not counting free gifts such as eggs and rice, which is higher than his son's salary!
The elderly health industry, which meets the health needs of the elderly, has now become a bribe, inducement and routine, which has completely detached itself from the essence of the industry and violated the normal business model.
Originally, it was just a simple buy and giveaway, so that the sales were higher. With the rise of social live streaming, in order to attract customers, we continue to increase giveaways and gifts, and have launched a series of new ways to play such as check-in points, game points, and interactive points. However, these measures have not had the desired effect, and have instead made the industry more competitive and costly.
Through a series of "concessions", we have turned normal business competition into cannibalism and scramble for the entire industry!
The result?
The customer has seen the sun, eaten much more salt than you, and has nothing to do, either treacherous or thief!
A group of people designed to pit customers, but now they are being cheated by customers...... Where there is a cause, there is an effect. Going against the essence of the industry and blindly pursuing the maximization of benefits will only make us lose the trust and support of our customers.
The healthy development of an industry should rely on excellent products, high-quality services and innovative business models, rather than relying on endless price wars to kill each other. If you continue like this, you can only lose it or end it together. We can't afford to bury an entire industry in order to satisfy the ambitions of a few. Let us return to our original intention, serve every elderly customer with sincerity and professionalism, and jointly promote the healthy development of the elderly health industry.