Can Foreign Brands Really Win The Market At Low Cost?

As a fast starting business mode of investment filial piety, choosing the starting point of "foreign brand agent" to embark on a business trip is a very practical and flexible way.

How to deal with the harsh competition environment and how to deal with the harsh competition environment is a question worth exploring.

If we compare lions and vultures to large and medium-sized enterprises in various industries, we should regard the stork as a small and medium sized brand agent with heavy pressure to survive and develop in cracks. This article, through interviews with several foreign brand agents, will reveal the wisdom of survival of the "stork".

Compared with the lion and vulture, the stork is probably the most lazy "carnivorous animal", and the one that best reflects the "lazy nature" of the stork is that they refuse to eat even a little bit of bone that is hard to chew.

For foreign brand agents who have less funds and are eager to start the market as soon as possible, this kind of practical operation style, "do not bite bones and eat meat", is indeed worth learning from.

Compared with many domestic advertising agents who believe in advertising, more foreign brand agents rarely advertise.

In the practice of foreign brand agents in the operation of regional markets, the most waste of their limited and valuable funds is mainly two big "hard bones": one is the cost of construction and maintenance for sales channels, one for publicity and promotion, especially for media advertising.

Many foreign brand agents say that they have worked hard to make the market, but in the end they have played a Yang Bailao style "long term job" for the channel and the media.

Is there a way of thinking that we can throw aside these two big bones and directly eat the fat "ready to eat meat"?

A lot of foreign brand agents think that as long as you identify the suburban markets which are ignored or ignored, "residual meat", and then design a special and practical sales channel for this "residual meat", at the same time, combining the publicity and promotion with this special channel can save the market operation cost to the utmost extent, and even the operating capital of about zero will enable the market to enter a healthy rolling.

Chen Zhi and Huang Tingting started from scratch.

Chen Zhi is an agent of a beauty brand in Italy. After getting the agent of this brand and entering the first batch of goods, he has little money in his hands.

He remained afraid of the rest of the money because he knew that he had to keep a certain amount of liquidity in his hands.

But it also means that he can't afford a poor media advertisement.

However, after just one year, Chen didn't invest a penny in traditional sales channels and media, earning nearly 100 thousand yuan in net profit.

Where is his magic trick?

The answer is very simple: all sales revenue during the year came from selling products to small beauty salons throughout Beijing.

Because of the problem of funds, Chen began to start thinking about how to develop other people who couldn't see or see in the beginning of his business. He found that although Beijing has many small beauty salons, and because these beauty salons are concentrated in various districts, they have maintained the closest distance from consumers, but no one has been doing the beauty products business specially and seriously.

In most people's minds, small hairdressing salons in the community are famous for their low cost. They do not need to sell expensive hairdressing products at all.

As a matter of fact, almost all the owners of beauty salons want to increase their profits through high value-added services.

On the other hand, because of the high price of foreign beauty salons, these owners have to be deterred.

So Chen found a breakthrough in the market.

The cost of traditional channels and media input has been saved, but Chen has been able to let go.

He first chose a small capacity perm and hair dye products, and put them in these small beauty salons for free use.

When the free product is used, it will be purchased at a low price than other brands.

As a result, the owners of beauty salons can finally try to recommend foreign brands to their customers and gain more profits from them.

After hairdressing products were approved by the owners of the beauty salon, Chen Shi immediately released the beauty products with the same payment method.

In less than a month, Chen began to rush to order daily calls.

Chen's experience is similar. Huang Tingting's "first pot of gold" is also from the beauty salon, but her target customers are limited to beauty salons shampoo ladies.

In 2002, Huang Tingting took a topical product from a small pharmaceutical factory in Japan, which was specially used for the treatment of "hand peeling".

Huang Tingting remembered many times when she went to the beauty salon, the girls who washed their hair would complain that the skin of their hands was rough or even cracked because of the perm and hair dye.

So her channel strategy is also clear-cut, that is, only watch the beauty salons and shampoo girls, regardless of the rest.

In terms of promotion, she chose the most original, lowest cost, and most promotional tabloids and on-site promotion activities, but her tabloid was only run in beauty salons, and her product promotion was held in the beauty salon.

When she spent a few months finishing the tour of a beauty salon in a city, she had nearly 100 thousand yuan in her hand.

He Ming and Tang Lihua's management wisdom

If Chen Zhi and Huang Tingting's experience do not have universal representativeness, then Ho Ming and Tang Lihua's approach is entirely based on operational wisdom and mental calculation.

He Ming is an importing bath home. His products have never been sold in the shopping malls in large scale. Apart from setting up a simple counter in the biggest shopping malls in Beijing (in order to eliminate consumers' potential script src=>)