The dazzling array of investment promotion advertisements and the dazzling agent information reflect the confusion behind the prosperity of the consumer goods market . After seeing more promises, guarantees, confessions and other mental anesthesia, some companies have impure motives, and they misuse money with bad intentions. The tricks of making money and cheating money are also obvious, but I would rather believe that after more enterprise products are released, they want to use the dealer's network channels to expand and build their own product sales platform. Thinking about this, the goal is clear, but there are many practices. However, the rush on the show shows his lack of preparation and vulnerability, and his eagerness for quick success will only wait for the end of the bamboo basket to draw water.
The boss of a cosmetics company in Northeast China uses the imported Japanese production line to produce a kind of herbal cosmetics with obvious effects on whitening, moisturizing and skin care. He has called me several times, sincerely hope that the company can introduce some powerful distributors to him, and swear to guarantee this The product is very easy to buy in Japan, the price is not expensive, and the packaging is not bad. It must be no problem to sell 40 million a year in China... When I ask the other party to provide product positioning, marketing Latest Mailing Database model, promotion strategy, channel model, these must have When dealing with written materials such as price policies, regional protection, agency methods, etc., the boss replied that the overall market plan, design, and printing will not cost a lot of money. As long as the products are good, they will naturally think Way to do it ourselves, that way, can't we save a fortune. Huh, such a numb and short-sighted boss of a company that doesn't even want to pay these expenses, I don't believe that he will succeed in attracting investment, so I don't need to provide him any more resources.
I once remembered that there was an imported wine operator in Hunan, which launched 12 series of domestic and foreign products. In the past two years, several advertisements have been published in relevant industry publications, and it has cost more than 300,000 yuan, but it has no effect. Afterwards, I learned that these advertisements were created by college students who have just graduated from design based on their own ideas and wishes. The slogans of unclear positioning, inaccurate appeal, and high homogeneity have long caused aesthetic fatigue, and the fundamental expression Without knowing what the real benefits of the product are, it is stupid and ridiculous to simply replace your own knowledge with consumer knowledge. There is a saying that there is no truth in the world of marketing, only cognition. You have no understanding of the market demand at all, and you will only hype up the culture of the so-called wineries and production areas. Can this attract business? This is not to mention, a company with a decent scale even has a rough website. When customers call to inquire, they send out exquisite promotional materials also designed by college students. Isn't this cost too wasteful to establish a precise positioning , A website with clear appeals, allowing customers to click and know information at any time, this is not difficult, I don’t know why they just can’t do it.
There is also a health care product company in Xi'an, which launched a product with a common food batch number, and is in a hurry to attract foreign investment. When I asked why I didn't apply for a blue hat health food batch number, the deputy general manager of the other party replied yes, apply The total cost of health food is more than 300,000 yuan, darling, the price of a mid-to-high-end car, their boss thinks that the cost can't be recovered quickly, and he doesn't want to do it at all. Just imagine, such a person who lacks strategic awareness and is insensitive to the market, can you expect him to be successful in attracting investment.
In the highly competitive consumer goods market, the investment boom reflects economic activity, but it is a reality that its success rate is very low. Even if your products are excellent, and the company keeps making promises, confessions, and swearing, the dealers will not take the bait because of their tight pockets. Many people must understand the reasons. The CEO of the agency, Mr. Yu Fei, a well-known brand marketing expert, is really a little sad and angry for some manufacturers. There are already a lot of related discussions on how to conduct business investment, so here are some simple tips.