New Star Products, Heroic True Colors

We marvel at the rapid upgrading of many products.

After the exclamation, we are also wondering: why should the old star product pition to the new star product?

The answer is very clear: New Star products can enable enterprises to pursue the ultimate goal -- brand, sales, profits, channels, and team promotion to achieve.

At the same time, what is the best time to pition?

What are the best ways of pition?

It has also become the focus of our attention.

New star products make brands resonate with the pulse of the times.

Here we borrow Zhang Ruimin's "slope ball theory".

Brand is just like a ball on a slope. Even at the beginning of creation, it is unique. After that, you still need constant definition and redefinition.

Society is changing, consumers are changing, and markets are changing.

The brand connotation of an enterprise must continue to expand with the pulse of the times.

The development of brand connotation is inseparable from the support of products. Therefore, the resonance of brand and the pulse of the times will depend on the successful promotion of new star products.

Brands need better clothes.

Brand is the emotional destination and psychological identification of consumers. It is the most direct business card of enterprise products.

If the brand represents a person, the product is a person's clothes.

A well fitting and decent dress can better reflect the temperament and identity of a person; conversely, it will pollute the audience's eyes.

Contemporary college students are a symbol of youth and personality. If you let them unify the 60s blue cloth, we can not imagine what the effect will be.

For enterprises, the introduction of new star products can better explain the brand connotation and make the brand clothes fit better.

Just imagine that if McDonald's resolutely introduced the highly personalized "I like it", it is hard to imagine how McDonald's always takes the children's mainstream consumer group to get rid of the lost market share.

If KFC doesn't choose the route that is suitable for Chinese tastes, it's also hard to imagine how it will compete with McDonald's for a long time.

The expansion of the above brand connotation is that the old star products can not be realized, and it is necessary to introduce new star products to deduce, so as to realize the consumers' cognition.

Brands need constant momentum.

Just like everyone will continue to buy clothes according to their personality characteristics, make themselves look colorful from different styles and meet the needs of the times.

A brand needs not only clothes that fit well, but also a lot of needs. Under the guidance of brand value, the brand is richer and accords with the pulse of the times.

Let's look at McDonald's and KFC, why bother to promote their new star products?

Because they know that whether it is the expansion of brand connotation or the enhancement of brand influence is not enough to rely on a star product.

After three months ago, the new star products, which were competitive, were caught up by competitors in three months.

Therefore, we must constantly introduce new products in order to maintain the brand's fresh activity and enhance its influence.

Nowadays, the market is a market for profit. Once you have put forward something new and especially useful, everyone else will try to emulate it.

You say your facial cleanser contains some special ingredients that make skin smooth and tender, so everyone adds this ingredient and stands on your shoulders.

You can't stop others from imitated you. What you can do is to constantly introduce new star products, constantly upgrade your brand, and constantly redefine your uniqueness. Otherwise, you can only annihilate many homogeneous products.

The new star product is the driving force of brand fresh, so that the brand can truly resonate with the times.

Creating new sales and profit myths requires fresh vitality and capricious consumers.

No enterprise needs only the intangible assets of the brand, rather than sales and profits.

Perhaps the popularity of the enterprise brand is very high, but sales volume has been declining. Maybe the sales volume of the enterprise is increasing, but the profit is getting thinner. Or the cost of the enterprise's input and promotion is bigger and bigger, and the input output ratio is getting lower and lower.

There are many reasons, but one of the most important reasons is that the brand awareness is high, but no new target groups have joined.

For enterprises, the fresh vitality of new star products will seize the final end of sales and profits promotion -- changeable consumers.

New star products can attract the original consumer groups.

The world is changing rapidly, and the market is changing rapidly. Consumer demand, behavior and ideas are also changing rapidly.

For old customers, they have agreed with your brand and agree with your old star products.

All you have to do is to constantly consolidate their buying behavior and provide new reasons for buying them every day.

The new star product is exactly why the old customers came again.

Especially when the competition is increasing, we should pay more attention to the introduction of star products. As long as you can provide more reasonable and unexpected buying reasons for the old customers with the new star products, you can establish a long-term relationship with the consumers, so that they can continue to buy your products.

They can still use your old star products, temporarily do not buy your new star products, but enterprises must have new star products to communicate with them.

Because the launch of new star products represents the good development of enterprises. It can strengthen the original consumer groups and continue to choose your confidence.

Adidas shoes once disappeared for satisfying the status quo. Later, it learned from experience and lessons, constantly introduced new star products, rebuilt its star product groups, highlighted its difference from other travel shoes from different angles, and again won many loyal consumers, re occupied the market, realized sales promotion, and renewed brand resources.

Using new star products to open up Xinjiang soil

Although compared with retaining old customers, the cost of attracting new customers is higher, but for enterprises, this "uneconomical" behavior is very necessary. In business management, it is called "raising the opportunity cost by reducing the cost of operation."

As we often say, no one will think that they have more money, and no enterprise will dislike more customers, attract as many consumers as possible, and constantly expand the target audience of products, which is the desire of every enterprise.

To rob consumers from competitors, it is necessary for enterprises to continuously study the differences in product users, the reasons for their use and the differences in their time of use, and on this basis, constantly introduce new star products, so that new consumers will be attracted by your products.

With the expansion of new target groups, we can not only increase sales, but also make the profit margins of new brand products reformulated, which will give enterprises the opportunity to increase profits.

For consumers, the fresh stimulation of new star products makes it easy for them to ignore the profits added by enterprises in the process.

New star products can be pformed into "virtual consumption"

The so-called "virtual consumption", that is, customers like your star products, identify your brand, but feel that you do not need to buy it.

Many companies spend a lot of money to advertise in various kinds of media, promote various forms of sales, and set a good image in people's minds. But for various reasons, they are unwilling to buy it.

At this point, your production system will be more efficient, your distribution system will be improved, and sales staff will be more talkative. It will become meaningless.

New star products should not only keep people constantly concerned about your brand, but also touch people's buying nerves and pform the "virtual consumption" into real consumption.

The farmer brothers admit that Haier's washing machine is very good.

But the peasant brothers did not want to buy it, because it could not wash potatoes. Haier discovered this situation and launched a new star product, a washing machine that can wash potatoes, converting farmers from "virtual consumption" to "real consumption", occupying the largest market in rural areas, and Haier's sales volume and profits rapidly increased.

Whether they are old star products or new star products, the ultimate goal of their launch is to allow more people, more frequent and higher prices to buy your products.

If the old star products can't keep customers buying your products, let them take their wallets to the cashier, then you can replace them with new star products.

Activating channels and motivating teams need more stimulation.

All people are lazy and need fresh stimulation.

Consumers need constant stimulation to build sustained confidence in buying brand names.

Channels and business teams also need fresh stimulation to stimulate potential.

The excitement of channel businesses and teams is the most basic element to achieve brand, sales and profit growth.

The introduction of new star products will help enterprises better manage channel and team management.

Channel operators and enterprises are always in constant running in.

Strong enterprises, channel providers are willing to follow.

And strong channel businesses want to shake off all kinds of constraints.

Therefore, the channel business and the enterprise are just like a pair of contradictions which can not be reconciled, and the driving force of interests will be the basis for the sustained cooperation between the two sides.

The introduction of new star products will enhance the voice of enterprises and enhance the intensity of interest driving force.

Not only can we realize the potential of channel, but also we can establish a platform for channel optimization and ultimately achieve a win-win situation between enterprises and channels.

Similarly, the team operation market needs the most powerful weapon, constantly fighting with competing products, and playing with the channel business.

If an enterprise continues to operate an old star product, the enthusiasm of the team will continue to grow with the extension of the promotion time of the old star products.

The introduction of new star products will increase the confidence of the team operation market and perceive the good development trend of the enterprises, which will greatly mobilize the enthusiasm of the team members.

For enterprises, this enthusiasm will be directly pformed into sales promotion.

Through the above analysis, we find that the new star products as the heroes of enterprises are important to the brand, sales volume, profits, channels and teams.

As a new star product, when should we show the true colors of heroes and how to deal with the relationship of heroes of the previous generation?

Sowing in other places to retreat

When there are too many homogeneity products competing with your star products in the market, when the profits of the old star products are getting thinner and thinner, enterprises should learn to retreat in order to learn to avoid the edge of their rivals, and compete with them instead of competing.

Create competitive differences with new star products, let consumers see the uniqueness and irreplaceable nature of new star products, differentiate themselves from competing products of old star products and other enterprises, stimulate consumers' demand for new star products, and continue to love your brand.

Maintain your star power and brand power.

Erie, Mengniu and Guangming are the three giants in the field of dairy industry. In recent years, Mengniu Dairy and Yili dairy industry have expanded rapidly in the field of milk at normal temperature with their strong regional advantages, capital investment and support from local governments.

For the bright side, not only the sales of dairy products at normal temperature have been faced with severe challenges, but also the influence of Guangming brand has gradually declined.

Therefore, Guangming carefully studied the dairy market, and found that consumers' consumption cognition is paying more and more attention to "fresh", which has become the development trend of dairy industry.

So light began to focus on new products, positioning its star products and moving to fresh milk.

Research data show that fresh milk is the mainstream of global consumption. In the next 5 years in China, the growth rate of fresh dairy products will be 2 times that of normal temperature milk.

It is precisely because of the light seize the market opportunity, timely realization of the old star products.