Home >

What Can You Do When The Product Is Determined?

2008/11/10 10:15:00 29

??? 日本語 Fran?ais English 中文

A few days ago, I saw this sentence on my friend's QQ message board. "What can you do when the product decides everything?"

At that time, he returned with a random reply. "You can just do the product well."

This is a joke aside.

At the end of the year, customers from all over the country came to the company. We can not avoid discussing the market, but suddenly reminded me of the time when the product decided everything.

Nowadays, most brands in the market still stay in the era of product oriented. This is an objective existence. Good products are fragrant and bobbing, and everyone rushing to the top and robbing them is just too happy; mediocre products can not enjoy this kind of treatment.

Then what kind of products can be regarded as good products?

Good products must be suitable for the mass consumer concept, fashionable, stable quality, cost-effective, and create high value products for operators.

The birth of a good product is the result of systematic work. It is a test and improvement made by salesmen and designers through data research, analysis of market, feasibility of product listing, unique packaging, cost performance and other factors. Finally, the product structure is perfected.

Analysis of the market: market changes are always changing and difficult to control.

Take an example: our welfare lottery has always had miracles in recent years. People always say that it is a matter of thirst and not longing, but careful people do find some rules in the lottery numbers of each issue. These rules are obtained by their love, research and analysis of lottery tickets.

This example illustrates a situation that the market will be mastered by analyzing the market and patient research market.

To understand the advantages of similar brands in the market, analyze the factors such as the selling point, product style, product price and sales mode of "their" products, and find the best selling products and potential products of the market. As a reference basis, mastering these market information and market trends can better indicate the direction of brand preparation.

Powerful companies can invite professional market research organizations to use scientific methods to help enterprises do market analysis.

Data based research:

1. collect data: use various channels to collect annual sales volume of outstanding brands, regional sales, product sales and percentage of products in the market.

The way of data collection can be roughly divided into three categories; 1., communication with operators in the industry to get data from them.

2. collect the figures from the authoritative media in the industry.

3. collect data from various shopping malls.

2. summary data: collect data from different channels and make detailed classification (for example, 1. brassiere industry is divided into first-line brand, second-line brand, three line brand, channel brand, etc.

2. fabric data can be divided into pure face, elastic cotton, modal, bamboo fiber, lace, mesh and so on.

3. cup type data: 1/2 cup, 3/4 cup, full cup type, stereo cup, thin cotton cup, soft cotton cup, and 4. style data: girls' money, adult money, beauty style, and body binding.

It lays a good foundation for future work.

3. analyze the data: analyze the data of different grades of brand products through the data classified above, find out the types, characteristics of different kinds of popular styles, and the tendency of customers when purchasing.

Cost performance: the full name is the ratio of performance to price, which is a proportional relationship between performance and price. Formula: cost performance = performance / price.

However, the cost performance of products should be based on the same performance and maintain a balance relationship.

With the continuous improvement of consumer awareness, when purchasing products, they choose to buy products with high performance price ratio.

The reason is that a product with high cost performance will have a sense of value for money when purchasing. After that, the process of purchasing this product will show an excited state.

For example: 07 years in December, a pajamas brand in Guangdong held a spring and summer new product ordering meeting in Guangzhou for 08 years, blowing the "assembly number" to agents all over the country, and the agents from all provinces came in. The organizers expected the number of participants to be around 120 people, and the number of actual reports reached 230 people on that day, far exceeding the pre planned plan.

In the process of the whole conference, the product became the protagonist. Most agents were attracted by the new spring and summer products. The number of contracted customers reached more than 30 at the scene, and a few customers in a province earned money.

When the meeting is over, people will ask: why is there a case of customers earning money to grab brands today?

And the brand is not a perfect brand in a sense.

One explanation is that the brand pays great attention to the market analysis in the R & D department and marketing department, collects the styles of the brands in the market, the selling points and selling modes of the products, and conducts detailed research and Analysis on the best-selling products of each brand, and then designs a series of products which are close to the market demand of the consumer group according to its own characteristics, so as to make the brand a hot "good product" and the brand is red hot.

This is what we want to do and what we do for the brand when the product decides everything.

The first step is to "consolidate and extend".

Nowadays, the market trend is still dominated by product dominated era, especially for small and medium-sized enterprises, if they master or possess "good products", it is a very fortunate thing.

The first thing we should do when we have it is to consolidate the advantages of products in the market, ensure the quality of products, protect the source of products, and integrate various marketing models.