Export Oriented Enterprises: How To Do Marketing?

　很多外銷型企業從外銷轉內銷，往往走向了兩個極端，一是因為對內銷市場不熟悉，在市場開拓前期，該投入的時候，卻遲遲不敢動，這種情況并不值得憂慮，隨著時間的推移，企業會被市場逼著往前走，只是慢半拍的問題；二是認為大手筆投入就會有高收益，很多外銷型企業并不窮，有些現金流還相當充沛，看到機會，也就會有敢作敢為的激情和沖動，這種情況非常值得憂慮，很多企業往往從一個坑出來，一招不慎，就跳進了另一個無底洞，這就要求外銷型企業在闊步轉型前，必須深度了解在中國市場做營銷的基本規律，必須看清很多已經在國內市場打拼數載的本土企業成在何處，敗在何地，少走彎路，少交學費，同時避免成為炮灰。

Marketing is the spread, many domestic enterprises marketing communication promotion costs remain high for a long time, the marketing department has become the biggest cost center, there are many large advertising expenses, not only did not bring huge profits, but like water, no waves, no trace.

No wonder many enterprises have issued such a feeling: "at least half of the advertising fees are wasted, but do not know which half", in fact, more than half, and probably more than 80%.

Where is the problem?

The key is that many enterprises lack systematic planning for the whole marketing communication, and lack effective monitoring. They have not grasped the balance point. They are still overinvesting when they do not need to increase their communication.

After repeatedly running into a wall and paying a heavy price, the painful realities of failure have prompted these enterprises to reflect deeply, and to break through the plight of over marketing from mass advertising rush to return to value track.

After all, value for money is the eternal pursuit of consumers. It is the magic trick to win the market.

　　廣告越多，品牌越強、銷量越大？ 　　 

This question is like asking: "the higher the price, the thicker the profit?"

The lower the price, the bigger the sales volume? "

When prices rise to a critical point, many consumers are beginning to feel that the price is too high. They are afraid that they will become a big head. The pursuit of brand names will start to become a fear of high prices, the volume of purchases will decline rapidly, and the seemingly high profits will be diluted. When prices fall to a critical point, many consumers will start to doubt the quality of the products, and the temptation of low prices will start to turn into doubts about the quality of products, so sales will soon drop.

Just as a rocket wants to pull away from the earth's gravity, it will lose more than 80% of its energy in the early stage. When it comes into space later, it will consume less energy at the high altitude cruise stage. When new products and new brands are listed, mass advertising is necessary and effective. It also needs great investment.

Today, the shorter the life cycle of the product and the shorter the time between the introduction and the growing up, the pattern of operation is almost invariable.

However, it is doubtful that many enterprises will continue to advertise blindly after the product has entered the mature stage. In fact, at this stage, the mainstream consumer group has been formed. The increments of the consumers who have not followed up are very limited. The advertisement in this period is to be seen by some people, and the input-output ratio of these people is already very small. At this stage, the enterprises need to do some suggestive advertisements only. They should save more advertising inputs and put more value into the mainstream consumer groups.

It is undeniable that if the advertising of P & G and Coca-Cola has been suspended for one year, it will not affect its annual sales target in any way, because it has been running in a very small space environment, and only needs to prompt consumers' attention.

If we can not grasp the rhythm of advertising investment well, we can not control the balance point, which often leads to too much.

　　無廣告時代來臨？廣告真的會消失？　　 

When the first TV advertisement was broadcast in a morning in England, some people bitten the toothbrush when they were angry. Some people dropped the toothpaste in surprise. When the TV advertisement was pervasive, some people changed tables, some people hid in the bathroom, others simply destroyed the electricity. When the Focus Media installed the TV in the elevator elevator and elevator room, so that people had to watch it in the boring time, people really had nothing to do.

Some agencies began to attack the public without any reason. It is known as the era of "no advertising era", and some brought the word of mouth spread of the Internet community, and some brought home digital video on demand.

Will advertising really disappear?

In fact, the rise of outdoor media has shown that advertising is changing new locations and new forms. Advertising has never disappeared. It has become an indispensable part of people's social life.

The focus of the problem is "over". Just like eating, food can enhance our appetite, but when excessive high fat and high protein intake endanger our health, food will become the culprit.

McDonald's and KFC are the two scapegoats. Will these junk food giants really die?

If you take a look at the three line cities, you will find that McDonald's and KFC are singing hymns here, which is very popular because many people here are trying to satisfy their needs. The threat of fatter is not so serious in these areas.

　　價值是絕對的，還是相對的？　　 

When the value exists in entity value, it is dominated by absoluteness. It is two yuan, with or without, and the answer is only two, YES OR NO.

However, when the value exists in the presence of perceived value, the cognition of consumers will become blurred, and the value will start to be led by relativity.

For example, when the same label "Armani" brand appears in the stalls and high-end stores, its perceived value is quite different: in the stalls, the price may be priced at 100 yuan, some people are too expensive, the reason is that it may be counterfeit goods, the price is not comfortable; while in the high-end stores, it may be worth 10000 yuan, some people will feel that the reason is that the most high-end brands deserve the price.

Similarly, a cup of coffee will cost about five yuan in the eyes of an insider. It costs tens of dollars to buy a cup in Starbucks store. It is not expensive because it provides the spiritual experience of the third space. The perceived value is the biggest incentive for people to consume.

No wonder Einstein said that his theory of relativity comes more from the deep insight and perception of life. In the same short time, when people burn in the fire, they feel that time has been stretched. When people are in love with their close lovers, lament that the time is shortened.

From this, we can see that cognition is greater than reality, people live in their own feelings, perceived value is the essential manifestation of value; for enterprises, the return to enhance perceived value is the most abundant.

How can we create higher perceived value?

　　1、 產品層面----過度重視產品品質，體驗價值挖掘不足 

Someone asked an advertising master how to sell the steak.

He said that the sound of roast beef should be sold, not just the flavor of the beef, because the sound is the perceived value before people buy it.

How does the health hall sell the water and fruit juice to a new level?

Farmer's mountain spring only tells people "a little sweet", plus a loud noise, which drives people's desires. The farmer's orchard just tells people to shake it before drinking, so that everyone can feel the real material at once.

Now the homogenization of products from all walks of life has made many enterprises live on the edge of razors. Why?

Too much emphasis is placed on product quality. The biggest reason is that mining products is not enough to bring people's experience value.

In fact, there are many categories of products that only need to be on the top level. They can be outstanding at once. They can be pformed from a normal cow to a dream purple "purple cow".

Mengniu relies on this "purple cow" to make a fortune. The Shenzhou five spacecraft is used to make people feel that they have become pilots too. Bundled Super Girls gives the boys and girls a new taste of "sour sweet".

　　2、 品牌層面----過度重視知名度，核心價值模糊不清 

At different stages of marketing, the emphasis of brand should also be different.

For the new brand, it is necessary to be famous for the first three months, just as people have a natural guard against people who don't know. The purpose of popularity is to let people know your existence.

In fact, the mission of advertising is to accomplish this task. Many enterprises are puzzled by it. They believe that they have found the magic weapon of eternal life. So many so-called large brands that have been produced by mass advertising campaigns in the past are actually just a balloon.

The two old kings who had fallen down -- AI and Qin Chi were the ones who committed the disease.

Ido has become a champion after second years. It can reduce the advertising cost of 1/3 years. It will not affect the popularity and sales promotion. It should save the cost of advertising into product research and development and quality improvement, and create brand reputation; the reputation of Qin Chi is overplayed, and the latter should be dominated by soft language propaganda, so as to enhance the credibility and create a rich brand association. Because after the excitement, people's rationality is beginning to recover. If the old method is still ignored, and the consumers feel more, the more advertisers will play, the more consumers will feel that they are buying more advertising instead of wine.

For local brands, an important reason why they live long and not long is that they attach too much importance to brand awareness that can bring sales and profits in the short term, but do not do well in refining and maintaining the core value of the brand, and lack of accumulation of brand assets. Just like a black bear, like a black bear, breaking off one, throwing one, a theme today, a selling point tomorrow, changing and changing, it has become an anomaly.

　　3、 終端層面----過度重視跑馬圈地，形象價值沒有彰顯 

Now many enterprises' excitement has been sinking to the terminal, and all over the country have built chain stores. Many enterprises have begun to play when their strategic thinking is not clear. Why?

The purpose is very clear, can circle to the ground, can turn to money.

To learn a pattern, to create a so-called terminal image system, in fact, the so-called image unification of chain stores in many enterprises is simply deceiving themselves. Anyone can open it. There is no choice for customers. It means no standard operation.

The terminal of many enterprises has become the battleground of promoting sales, and the perceived value of brands is becoming increasingly small.

What are many strong brand enterprises doing?

We can see that many big hotels have Tsingtao Brewery on the plaque, many of them are marked with Wang Laoji's lamp boxes, and many retail stores, restaurants, and book shops have used Coca-Cola's sunshade and signboards and other free materials. Of course, there are Coca-Cola trademarks and advertising slogans.

Why does Jinliufu sell on credit in Beijing?

Because it is found that the highest rate of terminal distribution is the best brand image advertising.

Why can't we save the advertising fees to the terminal?

If we increase the distribution rate and enhance the brand and sales volume, why not?

How can the execution be in place?

In order to effectively play the terminal's brand communication function and organize large-scale QA raffle activities, as long as consumers answer a question about Jinliufu brand, they may get a bottle of wine and so on. In this way, many consumers will listen carefully to get prizes, and will easily form a deep impression on Jinliufu.