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Sales Are The Ultimate Goal; Everything Is Spoken With Facts.

2008/7/29 12:24:00 8

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In the era of marketing research becoming more and more stark and entertaining, the focus of media and researchers is always overly concerned about the brilliance of enterprises or entrepreneurs after success, or overmining the entrepreneurial story that started from scratch in the early stage of entrepreneurship. It is easy to ignore the growth stage of enterprises, but it is just the accumulation process of quantitative change to qualitative change.

In China's marketing world, both of us are very independent.

It is not a deliberate way, it is purely a result of experience.

One of us was from the management class, one from economics class, the other from Wuhan Polytechnic University and Wuhan University.

After graduating from the master degree in 1989, one went to university to teach and one to work in the enterprise. Then one from university to enterprise, and from a business to a university, he joined the road of consultation.

The enterprises we serve are either small businesses with shallow foundations or small and medium-sized enterprises eager to gain development.

Almost at the same time, the marketing of a white elephant instant noodle has made the white elephant embark on the track of rapid development on the basis of less than one million yuan in monthly sales revenue. At present, white elephant ranks third in the instant noodle industry; one serving Shuanghui group, today Shuanghui has become the leader of China's meat industry.

We have served dozens of small and medium-sized enterprises separately or jointly. Therefore, we know more about the difficulties and needs of small and medium-sized enterprises.

As marketing experts and management experts, we can not ignore the value and role of brands.

Nevertheless, we have put forward a series of controversial topics: not selling famous brands, selling brands or selling brands.

In the censure of the market share theory, we even put forward the proposition that sales volume is the hard truth and sales volume is the king's proposition, and discussed the issue of how to effectively improve sales volume with the theme of "sales and marketing" as a continuous cover topic.

Our views have been questioned. Naturally, our professionalism is also questioned.

Because there seems to be a "sublime" atmosphere in Chinese marketing circles.

In fact, there is nothing to question, nor are we afraid of questioning.

Because the small and medium-sized enterprises that have benefited us welcome us, and at present, it is precisely the numerous small and medium-sized enterprises that constitute the main body of China's economy.

China's economic growth pattern and GDP growth rate have been questioned by people from home and abroad.

But no one can deny the contribution of economy and growth to China's comprehensive national strength, nor can it deny its role in improving people's living standards.

How to go in the future is another question. Has anyone ever been able to prove that there are other better ways of growth and a better way to grow in the past?

Comrade Xiaoping said very well that "development is the absolute principle".

It is inevitable to have problems at a low starting point. It is only a few years that need to be straighten out.

The biggest problem of small and medium-sized enterprises is no resources and no status. The most important problem to be solved is survival.

For them, brands can only be extravagant hopes, which are more difficult to obtain than resources.

In this case, "no brand can sell well" is not a very attractive way?

Without sales, there will be no normal production and operation. Enterprises will have to shut down or even close.

Sales volume is not only important for small and medium-sized enterprises.

Without sales support, any enterprise will have problems.

The continuous growth of sales volume is very important for all enterprises.

The biggest difference between Chinese enterprises and pnational corporations is not brand but sales.

The popularity of Haier and TCL in China is no less than that of any multinational company. Which is the priority for Chinese enterprises to catch up with pnational corporations?

In our view, sales are of course.

This is the subject of the study of "using sales to crack pnational brands".

Of course, we did not oppose sales to brands. Instead, we explored how to integrate sales volume with brand names.

"Not famous brand is also popular", talking about how to avoid brand constraints; "do not do brand sales," is to explore how to allocate enterprise resources, and how to arrange marketing work.

As for the "brand can not be eaten", it is mainly criticized that those who ignore the marketing work, only the brand is a blind phenomenon.

Brand building is a strategic process.

This strategic process can be divided into four stages: commodity stage, name stage, brand stage and strong brand stage.

In the commodity stage, two major problems must be solved: first, quality problems; and two, channel problems.

If we do not solve the quality problem, it will be difficult for any commodity to survive.

Only those high quality goods can survive.

This "possibility" is given by channels.

Just imagine that a commodity with no "name" can only rely on a large area of effective distribution and maximize the coverage of the target consumer group, so that it is possible to get the opportunity to be consumed.

When consumers recognize their quality, it is possible to repeat consumption. On the basis of repeated consumption, it is possible to remember the name of the commodity.

All goods have a name, but only after being remembered by consumers, it has a real name, otherwise it is just a cat or a dog.

From the name stage to the brand stage, we need to solve the problem of value orientation and also solve the problem of brand premium.

There is no unique value proposition. Although it has a name, it is always an ordinary commodity; without a brand premium, the name can never be pformed into a brand.

The so-called brand premium, in short, is that the same commodity can sell higher prices and more sales, and the two are indispensable.

No higher price, no brand, no more sales, nor brand.

If the brand can neither serve the price nor serve the sales volume, what can it do?

From the brand stage to the strong brand stage, two major problems need to be solved: first, surpass the general brand attributes and give the brand distinctive personality.

For example, Mercedes Benz represents identity, BMW represents wealth; and two, creates unparalleled visibility.

Communication is everywhere. Commodities are everywhere.

Such brands have become an effective part of society and people's lives.

It can be said that sales volume is the foundation of brand, and marketing power is the guarantee of brand.

Without strong sales volume and without strong marketing power, there will be no strong brands.

"Sales volume is king" must be the consensus of Chinese enterprises if Chinese enterprises are determined to go global.

This is just like China can and should change the way of economic growth, but it is impossible to narrow the gap with developed countries if there is no sustained and sustained growth of GDP.

Facing the global market competition in the future, for the Chinese enterprises that are still small and medium-sized enterprises, compared with those of multinational corporations, there is no such thing as the continuous and rapid growth of sales volume.

"Sales volume is king" must be supported by the following conditions:

We need both scale and structure.

Cost is allocated on the basis of sales volume and profit is guaranteed by sales volume structure.

Pay attention to sales volume, but not be kidnapped by sales, to maximize the high profit sales.

Build product reputation and reputation products.

Product competitiveness is the foundation of sales volume.

Insisting on sales volume as the king must attach great importance to the building of product competitiveness, and simply pursue sales volume.

We must attach great importance to the construction of marketing power and marketing function.

Without the support of marketing and marketing functions, the growth of sales volume is the water of no source.

The inevitable result is either abrupt or abrupt.

It is based on the above knowledge that we created this book.

In this book, we have collected articles written by ourselves over the years, and have also included some articles on the topic we have hosted, and some new articles have also been written.

I hope this book can help further growth of Chinese enterprises.