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2013 is the busiest year in the lighting industry. Enterprises are busy launching new products, dealers are busy carrying out blasting promotions, and sales staff are constantly repeating the work of attracting investment. If the enterprise does not have a new product, it will not know how the business will be opened. The dealer does not seem to have sales volume without engaging in the blasting activities. If the sales staff cannot recruit the sales task, they will not be able to achieve it. Everyone is busy, and they all hope to get a piece of their own in this last feast. 2013 has passed, and after a busy year, the rational analysis of the marketing status of the lighting industry has actually undergone tremendous changes.
First of all, in the marketing strategy, from personal experience judgment to relying on data analysis results. In the past, many companies used to rely on the personal experience of business owners and professional managers to make judgments when doing marketing strategy planning. Now I suddenly find that my optimistic products are often not selling well. I think that I can make a profitable market space. When I cut in, I found it difficult to make a profit. Is our success experience not working? No! It is the consumer changing, and we have not adapted!
What kind of products are provided by consumers in the past, and what kind of products consumers buy. So our product development strategy is not available on the market, or it is sold in the market. In the past, our market position was that I only made high-end products into the first-line market, or I was doing mass products and only sold in the third-tier market. So our product positioning strategy, what kind of profit margin should I have in that market? In the past, our management was a system administrator, so our management method is a sound institutional system, emphasizing the implementation results. These are all right, and we have made progress and development in an era. These are not the most appropriate now, and may limit our growth in the future.
The data age has arrived, and each of our personal consumption habits and ways of thinking are undergoing tremendous changes. This requires us to rationally study consumers and rationally research the market. What kind of products do we offer consumers, but what kind of products do consumers need to manufacture? Not that we want to do that level of market, but to find out where the blue ocean market is? It's not what we want to manage our employees, but what can we do to help our employees achieve their goals?
Second, in terms of competitive means, from product support to brand value drive. New products are emerging in each exhibition, and the support methods are constantly being refurbished and the intensity is increasing. We continue to lower the barriers of dealers, we give higher support and reduce the investment risk of dealers. Just to quickly expand the market. We repeatedly refine our product selling points, from raw materials to manufacturing processes, just to let consumers know more about our products. We continue to conduct a series of shopping guide training, just to eliminate consumer objections. We promptly replaced our store decoration and adjusted product display, just to make customers shine. We did a lot, and there is a certain connection with the purchasing decisions of consumers. But it is not the reason consumers must buy.
Do not understand the target consumer's point of purchase, our product selling point does not make any sense. Any product that has no clear value appeal, any dispelling discourse is pale and powerless. The atmosphere of the store that cannot be connected with the lifestyle of the consumer can only be a stage for self-entertainment. The core of brand value drive is the technology of forgetting marketing and focusing on marketing.
Third, in marketing tactics: from blasting marketing to service marketing. Originated from the opening of the promotion of the opening of the business store in Sichuan in 2008, it was deducted to the extreme in 2013. As a raw blasting company, the blasting team was born. Bargaining, group buying, etc. are one after another. Two million hours in two hours and ten million in three days, such a myth is constantly being written. No blasting, no terminal has become a proverb in the industry. After a brief bustling, everyone knows. Consumption was overdrawn in advance, sales prices continued to fall, and advertising costs and personnel costs continued to rise. Even some local TV stations have exposed the inside story of false bargaining. Now consumers in the East China area have basically developed immunity against blasting activities.
We are all talking about the customer first, we are saying that the customer is God. In fact, we ourselves love to play God. So that we all believe that we are God. Now the so-called service is nothing more than providing installation and maintenance. If you do a little better, there will be some member points rewards, phone calls and other measures. These more or less can accumulate some word of mouth and generate some introductions. The essence of service marketing is to reflect the respect for consumers and the care of humanity, so that consumers can form a strong sense of identity and dependence on the brand. Going to eat the hot pot of Haidilao, we know that there are too many places where our service work needs to be perfected.
Finally, in terminal sales: from store sales to direct sales. We have been trying to increase customer traffic and have been working hard to increase the transaction rate and have been pursuing the highest customer price. The result suddenly found that we were full of confidence in the mall, but we could not see the shadow of the customer for a long time. Where have the customers gone? The decoration company has long proposed the bag to stay, the development of customized enterprises is in full swing, online sales have begun to heat up, and even individual designers want to grab business in it. How many consumers can go to the store? Some enterprises realized this problem in the past few years, so they started to promote the community, began to build model houses in new real estate, and began to go out and develop the market together with upstream and downstream enterprise alliances. These actions have also achieved great results. The more you go, the fewer people will go to the store. The so-called direct sales does not refer to direct sales in the simple sense, but to the shortest path to establish a connection with consumers. In short, the future sales model is where the consumer is where my store is.
The changes in consumers have prompted us to make continuous progress. In an ever-changing era, if we want to not be eliminated, we must adapt to the times. The only constant is to remember what consumers need us to do?