Direct Marketing Of Chinese Enterprises

Direct marketing, as a marketing tool, has a long history in foreign countries. With its precise ideas and means, it has created many new enterprises, many of which are similar to "DELL".

Direct marketing into China has also spawned "Star" enterprises such as "Ctrip" and "PPG".

The road of direct marketing has inspired the confidence of many Chinese entrepreneurs, stirring up numerous dreams and hopes.

When we contact direct marketing from technology, strategy and actual combat, we can see the development of this mode in China from different angles and industries. When we analyze it with the theory of colleges and universities, we should weigh it with actual combat.

We will find that the way of direct marketing of Chinese enterprises is more flexible and hybridity at this stage. The beginning of success is far ahead of technology. Sometimes, thinking about the direct marketing of Chinese market is no longer the direct marketing described by western theories.

Existence is reasonable, and where to go in the future. This article will discuss the Chinese direct marketing industry and jointly cheer for the rise of direct marketing in China.

In foreign countries, the vitality of direct marketing lies in accuracy.

Accurate protection is high-tech computer analysis, scientific and accurate data analysis.

It is necessary to understand the gender characteristics, age characteristics and income levels of potential consumers. We should also analyze their psychological characteristics, consumption habits, and explore the way the other party accepts information.

Then adopt the means of tailor made for it, carry on the information dissemination, mobilize the purchase demand.

This is like an accurate missile in the United States, pointing to where to fight; like our Chinese martial arts Xiao Li flying knife, said that your left ear, never put your right ear.

Otherwise, how can it be called direct marketing?

Therefore, when foreign direct enterprises enter China, they also intend to duplicate this way of thinking and means.

First, establish the matching database resources, then carry out detailed analysis of the data, and then do one or two or three or four steps.

There is nothing wrong with this approach and thinking.

But what is the effect?

Seeking truth from facts is not very ideal.

At the very beginning, the scale was very large, but only tens of millions of businesses were made a year. If there is no solid financial resources and enough patience, it will soon be over.

Why?

Foreigners and fake foreigners feel confused.

On the contrary, many successful Chinese direct marketing managers have gone out of a vague line.

Sales are products that can be used by men, women, children and young people. Repeated hawkers are products that ordinary families need, and even for subdividing people, they also make enough articles on products of this category.

In the propaganda of many successful people, in addition to clear interests, we also clearly see such product words: "family standing", "often eat commonly used".

Like a golden oil, anyone can have a bit of it. It's like a drizzle, moistening everyone's heart evenly.

What's the effect?

The result is pretty good.

To be precise or vague is a key factor in determining the success or failure of direct marketing projects in the current special market environment in China.

The directories of Chinese direct marketing companies seem to be getting thicker and thicker, and the content seems to be more and more chaotic.

Those who sell shirts and casual pants sell jeans, while those who sell baby products also sell daily necessities.

Is brand lost or something else?

Standing on the theoretical point of direct marketing, I am afraid that there will always be a wrong word.

While many foreign direct marketing companies insist on running a single product, many enterprises quietly set up the banner of large department stores.

This is a problem for direct marketing companies.

Compared with the traditional marketing mode, the Westernization of direct marketing is thicker and heavier, and the degree of sophistication is even higher. When the direct marketing enters China, the contradiction in operation is highlighted.

Academics have sent overseas: the temperament of direct marketing is a natural academic school. It focuses on accurate analysis, using precise theory, frequent laser weapons, precision guidance, and mobile surgery, and less than the combination of direct and Chinese national conditions.

The reason is that the Western way of thinking focuses on experimentation and formatting, and less about the Chinese consumer environment. There are many theoretical knowledge, but little is known about Chinese consumers.

The actual combat is over the ground: compared with the academics, the domestic combat faction seems to be too rustic.

In many people's opinion, direct marketing is not even different from tabloids: no newspapers, telephone orders, no terminals, and direct distribution.

Many people do not understand the establishment of membership system. In the way of thinking, they are full of knives and knives to meet the traditional marketing ideas of blood.

The interweaving of ocean and soil is really messy with fake. Under the theory of chaos, direct marketing looks beautiful and chaotic.

Under the current situation of China, how to do direct marketing can neither copy the western theories and parrot, nor wear new shoes to take the old road without thinking about progress.

I believe that in China's current national conditions, direct marketing depends on three points:

Direct marketing in China is now closer to a channel.

If you can find a suitable product line and use direct marketing, there is a great possibility of success.

There is no precise analysis of the sprouting stage of PPG and red children. The core of their success is that the products chosen are suitable for the direct shopping mode, so the success becomes much simpler.

After achieving the smooth start, the accurate analysis step by step.

Products decide success or failure. China's direct marketing channel still stays at the channel level, old products, new channels and redistribution of interests. This is the vitality of direct marketing now.

Most of the people in China's consumption environment haven't reached the stage of enjoyment. Most Chinese enterprises have failed to match the direct marketing analysis ability, and the analysis conditions are still very poor.

In such an environment, popular products are easier to succeed.

The so-called popularization does not mean that we must choose products that everyone can use, but that the product is positioned as much as possible to meet the needs of most people.

If the current direct marketing in the west is compared to fishing, the direct marketing under China's national conditions is only at the stage of spreading the net, making the network bigger and bigger, and the chance to live in the net will be greater.

After all, the level of fishing is not high now, and there are fish to go to the net, and the chance of Western nets is basically gone.

How to make this network bigger and the popularity of products is the core.

What do you think when you see a guide and often eat a bottle of commonly used health care products?

These health care products do have many people to eat and have a huge market demand foundation. Now you only spend low price, of course, not one yuan, you can buy a lot cheaper products than pharmacies. Why not try it?

Men and women, old and young, may be touched.

The net is huge, so there's no problem getting fish.

Have you ever had any experience in telephone shopping? Is this new experience exciting for you? Is this new choice meaningful to you?

A relatively new thing brings new interests and brings fashion. This atmosphere finally forms a trend and pushes consumption forward.

Direct marketing gives you a new choice. Why don't you try it?

What's the meaning of this new choice, what value it is, what interesting places to talk about, and tempting your customers.

From health care products to shirts, one dollar strategy has been widely adopted, although it has been stopped, but with a gimmick price attracted to join the club, has become China's direct marketing companies have tried every means.

After entering the meeting, publicity materials, phone calls and mail came in all directions. The various measures of membership system were used to excavate you continuously, and the direct marketing with Chinese characteristics was launched.

If you want to go further and further on the direct marketing path, you must cultivate the membership system.

Direct marketing in China, such as a red day of the first rise, no one can peep its potential, every mature enterprise will eventually intervene, many ideal people want to make a difference.

I believe that 5 years later, China's direct marketing is no longer so different from direct marketing abroad, which is also the direction of our efforts to improve.

However, in China's current environment, it is easier to do breadth than depth, and making channels is more realistic than doing models.

We are already on the road, and Chinese operators will definitely get out of their bright road.

Welcome to discuss your views and opinions with the author.

Wang Zhi: ten years of marketing practice, serving many well-known enterprises, rich experience in direct marketing from technology to application, from strategy to implementation.

Chuangxinjia@126.com