Small And Medium-Sized Shoe Enterprises Inviting &Nbsp, Why Are They Getting Hurt?

SME Investment drawbacks

At present, small and medium-sized shoe enterprises need investment, and a certain scale marketing company also needs investment.

It can be said that merchants are

However, business investment is a systematic project. Any negligence in any link will result in the waste of enterprise resources, resulting in poor investment effect.

There is no doubt that businesses and enterprises are becoming more and more cautious in the operation of investment promotion. Many units are trying to find a practical investment advisory and planning agency, hoping to achieve a steady, orderly and striding operation with the help of a strong investment expert group.

China's market economy has undergone thirty years of development. At present, the consumer market has been highly mature and stable, and the threshold for new enterprises to enter is getting higher and higher. With the change of market management environment, the survival and development of enterprises are facing huge market barriers.

In recent years, due to the maturity of consumers, the rise of media prices, the homogenization of products and the lack of innovation in marketing mode, the operating costs of the market have risen sharply, and the difficulty of small and medium-sized enterprises in market operation has been further increased.

Mr. Yu Fei, a famous brand marketing expert and CEO international marketing consultant, pointed out that

Some enterprises have many products, these products are very complete, involving all kinds of shoes in various seasons, but the products are homogeneous.

Such manufacturers are called specialized production households, on the one hand, they sell the national total distribution, and on the other hand, they conduct comprehensive investment.

Because of the larger stalls and the lack of professional marketing teams, such enterprises have led to market confusion in the whole country, resulting in confusion in the links from investment to marketing, resulting in serious market failure.

In the process of marketing, enterprises encounter the terminal cost of high channel, which makes dealers compress their channels, and only distribute goods to limited and controllable channels, which may eventually affect the convenience of consumers.

This also makes the marketing of enterprises difficult.

As we all know, small and medium-sized enterprises in order to survive in the market competition and development, in addition to the development of self-control sales market, investment is also a must.

As we all know,

Under the current situation, many enterprises lack market awareness.

When formulating the investment policy, we can not objectively analyze the actual situation of the enterprise without considering the actual market situation, and feel good about ourselves.

What's more, I have thought about asking for help from the "external brain". Therefore, picking up the right side and picking up the right hand and shrinking the relative investment in intelligence investment, and learning from the Internet to learn and learn from others when they get in touch with the "external brain", are fully absorbed in their own digestion, and then they will be able to die hard on their own bodies. The result is, of course, a failure in attracting investment.

In fact, the concept of "investment" is far from the investment that can cause "frenzy" a few years ago. Now the investment is that many enterprises take food from a small bowl, so the competition is more intense. If there is no careful arrangement and planning, there is not a lot of resources and rich investment experience, and no professional combat team can support the whole process. It is very difficult to base itself on the investment market only by the fact that the enterprises themselves are trying to apply those dead things instead of using them alive.

You know, the market is surging, and small and medium-sized enterprises are more difficult to build. As a small and medium-sized enterprise that wants to become a big enterprise, they must have a careful thinking to judge whether they can afford any "self reliance" after marketing. They only have to rely on their own initiative to find suitable external brain for their own development, so that they can not wait for the market opportunity to miss. If you do not have enough funds and time to explore, then do not put the enterprise on the tip of the knife easily, you know, your "self reliance" is likely to lead to the decline of your business.

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Yu Fei, a famous brand marketing expert, summed up in practice, and the general problems faced by the large and medium sized enterprises in the operation of the market in recent years. In order to make the enterprises out of difficulties and overcome difficulties and make a new world, we must find a team of practical and experienced planning teams to guide the planning, and it is possible to find a piece of cheese that belongs to us in the fierce market competition. Otherwise, there are only two words to your enterprise: no drama!

How to identify the target, how to locate the product, how to choose the network and the good mode of distribution channel, how to take the difference, innovate the truth, maximize the risk of evading the investment market, and so on, are all the core contents of the "outer brain" that the enterprises, especially the small and medium-sized enterprises, should plan carefully.

Why business inviting and getting hurt?

Investment promotion is a good way for enterprises to distribute products with the help of distributors.

By making use of the Internet, borrowing funds, borrowing relationships, and so on, we can make up for the manufacturers' weaknesses and send the products to customers.

In this process, enterprises and distributors need to cooperate to make money.

However, due to the serious homogenization of products and the brutal competition in the market, some of them are forced to resort to some evil tactics and strange tricks. Some of them directly treat investment as a way to make money, which makes the agent lose their money. This situation has severely damaged the confidence of dealers' agency products.

In the market, on the one hand, all kinds of product promotion and promotion are unattended. On the other hand, everyone is clamoring for no products to do.

Nowadays, business investment has fallen into a vicious circle of "porridge, too many monks and few".

Drug trade fair.

At the fair, sugar and tobacco reception, you can often see the hoarding of business hoarding enterprises, attracting customers in vain and issuing investment brochures.

A cold dealer's cautious choice makes many businessmen feel exasperate: "the winter of the product is coming!" the Investment Fair is like chicken ribs. It is a pity to eat away. But when we look at the whole investment market, we see too many failed passers-by, and see that there is no plan for impulsive investment behavior. There is no plan, no purpose.

In view of the current investment situation in the health care products market, Yu Fei, a famous brand marketing expert and Mr. CEO, an international marketing consultant of blue Columbia Yang, has rich experience in actual combat. He points out several failures in the work of investment promotion.

First, no accurate positioning, target dispersion

We divide the purpose of investment marketing into four categories: first, to withdraw funds and relieve pressure; two, to establish new networks and to open up new markets; three, to crack down on competitors and expand market share; and four, to consolidate old markets and increase competitiveness.

Investment planning is the first step in the process of investment promotion. Then, what is the first step in investment planning? The first step in the planning process is to set goals. Only when the objectives are established, can the planning work be targeted.

Determining goals includes three aspects: first, what is the goal to achieve; second, do all the work around the target; and third, whether the goal has been achieved.

From the above, we should clarify the following questions: how much money do we have in the long circle? Where are we going to circle the silver? How do we circle these silver?

Investment target is the first step to confirm the purpose of investment. So what is the first step to determine the investment target?

Dig out competitors from competitors, fight against competitors and increase market share.

Continue to dig and maintain good relations with the old customers, making it a firm product access, through the identification of corporate culture into an indivisible enterprise as a whole.

The other is to accept new entrants. The high reputation of the pharmaceutical industry is attracting huge amounts of capital and talents to enter the industry every day. Attracting these capital into their own franchisers is a competition for investment needs, and through intensive training, it will quickly grow into an excellent distributor.

The goal of attracting investment is different.

In order to ensure the expected effect of investment promotion, we must have clear objectives and requirements.

Otherwise, it will become a showcase. It can only be superficial and formality.

Without a clear investment target and a feasible investment plan, the investment work will be a mess.

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Two, no actual planning, passive beating.

Because of the pressure of funds, as long as we can get the money, business investment is the secret of the industry under the sun. The manufacturers have adopted the way of killing the goose that lays eggs, and the planning has also focused on this theme. Therefore, the narrower and narrower road of investment has finally destroyed the future of the enterprise.

The current investment planning is directed at distributors only, without considering consumers and downstream channels.

We see that most enterprises' product planning is full of exaggerated false Haikou, false certificates and pale confessions; they do not excavate the bright spot of products from the characteristics of the products themselves; they plan products packaging and publicity materials according to the characteristics of their products, and implement plans; they do not divide the market according to the resources of enterprises.

All the planning of the product is to attract the eyes of the dealers. You can't see that the distributors are half planners now.

Product planning is only at the level of dealers' acceptance. Dealers do not know how to do the product, but they still need to do two planning and pilot work, and the chance of success is even smaller.

Three, no brand planning, quick success and instant benefit

Brand is the banner of products and enterprises, and is the weathervane of manufacturers and distributors for a long time.

Every enterprise should have its own brand structure, which is a major event related to the survival of enterprises.

Should we determine whether a single brand or a multiple brand is a maternal brand or a sub brand, an enterprise brand or a product brand.

When these problems are cleared up, a complete brand identification system can be established. This is the cornerstone of a company's long-term development.

But we can see that almost all investment products do not carry out brand planning, just a single product to make a single planning.

Each product brand is an isolated brand, and there is no correlation between the brand and the enterprise brand, and no resultant force can be formed. The long-term development of the brand is not considered.

It is entirely a game of guerrilla warfare to change a place. It is no wonder that the dealer team is constantly changing big chess, attracting investment every year and attracting investment every year.

Four, no professional team, lack of strength.

In the competition for investment, we must have a good investment team.

As a salesman of special commodities, merchants require a certain level of public relations. They should be brave, confident and friendly in setting up a good image while negotiating with others. At the same time, they are required to have professional knowledge in product theory, marketing, finance, law and other related industries.

Therefore, the establishment of a professional investment team can greatly improve the quality of investment promotion, improve the external image of enterprises, and increase the development potential for investment promotion.

Driven by the purpose of attracting investment, many enterprises draw up a basic Commission point, which is not related to the speed and scale of the development of the subsequent dealers, resulting in uneven levels of dealers.

Five, no demonstration model, it is difficult to convince the public.

The model market is the most powerful evidence to verify product strength and planning power, but we find that few of the merchants in the product market have lost the opportunity to show the advantages of the product.

The factory's self talk makes dealers see things in smoke.

Why is there such a situation?

First, planning is to attract investment, do not want to spend energy to do the actual work; second, no money, like a rice pot; third do not trust their products, do not believe in planning, do not do; fourth, time reasons; fifth, they will not do the market, and so on, we do not think it is a reason, responsible for their products, responsible for dealers, responsible for the long-term development of their enterprises, they need to operate the pilot market.

The success of the pilot market can greatly attract the attention of dealers. As the fuse can cause chain reaction, more dealers will respond, and product reputation will also be established.

Shake the original mentality of dealers to make money and explode the business market.

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Now, can we still invest in it? How long will the medical and health care products last winter?

Many health care products manufacturers are often frustrated with their products.

The drug trade fair was gone, and after the bustle, the empty bags came back.

There was only a handful of consultants, so let alone deal.

Several boxes sold are not enough to put in the advertising cost.

Health care products investment seems to have entered a blind alley.

Yu Fei, a famous brand marketing expert, thinks that China's medical and health care products investment has entered the era of integrated investment. The rays of sunshine in the harsh winter of medical and health care products have already come to our faces.

What is integration investment? The so-called integration of investment is to integrate various investment means, make reasonable and effective use, and fully consider the later stage, and establish a win-win system for sustainable development.

That kind of investment method, which only manages the results without asking questions, is eager for quick success and instant benefit, and runs counter to the development of the investment industry has already withdrawn from the stage of history.

How to face the investment behavior in the era of integrated investment? How to improve the efficiency and results of investment activities?

Yu Fei, a famous brand marketing expert, proposed that differentiation, differentiation and systematization should be integrated and integrated.

That is to say, in a broad subdivision space, we should adopt multiple means and systematic ways to make investment stereoscopic and continuous brand.

The summary is summarized as follows:

First, brand integrators win together (let small brands become a big climate).

Two. Integration of resources.

Three, planning integration: break through the routine and win by surprise.

Four, integration of means: heavy blow, attack, three-dimensional battle.

The success of investment involves many aspects. It is related to the enterprise, product, market, planning, input, execution and market environment. Investment is the starting point of the whole marketing activity of the enterprise. The next work is more heavy and more specific. It needs close cooperation between the manufacturers to jointly maintain the common life tree between the product and the enterprise, so that it will flourish and grow into a towering tree.

Mr. Yu Fei, a famous brand marketing expert, pointed out that the following four measures can help small and medium sized businesses grow successfully.

First move: recognize goals

The enterprise background is strong, the lack of good products can not play; the planning is excellent, the execution is not in place, it is empty paper; the actual combat plan, the lack of interpretation and training can not be done; the advertising lethality is fierce again, because the telephone communication skills are not enough, terminal customers are weak, and the investment work will be greatly reduced.

These problems seem to be difficult for enterprises themselves to discover. Only with the help of cooperative "external brain" can we further clarify the main points and formulate corresponding countermeasures.

Yu Fei, a famous brand marketing expert, and Mr. CEO, an international marketing consultant of blue Columbia and Yang, have accumulated rich experience of successful investment in providing dozens of businesses with foreign brain services.

We think that the first step is to identify the target.

Collecting market information, investigating and researching the market and planning for investment are the preparatory stage for the preparatory work. Small and medium-sized enterprises basically do not have detailed and meticulous research conditions, and the investment experts group is absolutely professional in this area. With the help of the external brain, it can provide comprehensive market guidance and support for business investment, help enterprises recognize the form of investment, and identify the objectives, including the formulation and implementation of all investment strategies, the formulation of investment guides, the media selection of investment advertisements, the budget and effect evaluation of investment promotion, the organization and implementation of investment conferences, the management of investment information, the answers to common problems of distributors, the selection criteria and verification of distributors.

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There are also several major work arrangements, such as planning, copywriting, graphic design, media delivery and market research, which are difficult for small and medium-sized enterprises.

With the support of the external brain, things will become boring to some extent, because on the one hand, they can avoid the defects of the market department's fans. They can also take advantage of the "bystander" of the external brain, identify the form and find out the countermeasures.

Under the guidance and guidance of investment marketing consultancy agencies, small and medium-sized enterprises with a small market awareness can clearly recognize and set up the goal of full investment. Besides the core personnel of the business, logistics, finance and other auxiliary personnel also need to know the distribution policy and product knowledge of the company's products.

Because it is very likely that one day, all the district managers will be busy at the investment promotion meeting. There are only logistics personnel in the company. At the moment, there are dealers asking for telephone consultation. If the logistics staff ask three questions, it will cause a bad impression on the dealers. On the contrary, if a logistics personnel can understand the products and the market thoroughly, the dealer will give the company a different look. This also reflects the importance of the Merchants Group's awareness of establishing a clear investment target.

In addition, the external brain will set up a scientific and practical investment team training target based on the actual situation of enterprises to ensure that the investment is complete and in place.

Investment is taboo and knowledge is not unified. The team conflicting views on products, markets and investment, resulting in internal information confusion and inefficient investment.

Through the training of the external brain, we should unify our thoughts, unify the internal consensus and the standards of words and deeds of all members, step by step and push forward together.

Therefore, investment training is an essential "internal work" to create an excellent investment team, and the goal of achieving consensus depends on the unified training.

Of course, there are a lot of business investment in speculation, just a simple capital back.

This kind of investment behavior has a great impact on the long-term development goal of the enterprise.

It is not the modern marketing concept advocated by the external brain.

The second move: finding the right position

Under the pressure of market competition, the mentality of small and medium-sized enterprises is becoming more and more impetuous. Any well-known "outside brain" discriminates against this positioning: a product, capital, team, experience is missing, there is no train of thought, even in the absence of business premises, blind investment, hoping to become famous overnight.

In recent years, the traditional investment orientation has been difficult to achieve and carry out the strategic requirements of enterprises. With the maturity of China's market, the growth of dealers, the improvement of identification ability and the impact of WTO based concept, Chinese enterprises are calling for a new and more powerful investment mode.

If an enterprise wants to succeed in business, it must go its own way. Under the close cooperation of the external brain, it should identify the location of the product and lose the opportunity to "marry" the product to the agent.

The positioning must be accurate, not only to imitate the positioning of competing products, but to add to the market observation, thinking, planning, and selling points with its own characteristics. Only in this way can we ensure the differentiation of product positioning and innovative investment highlights, and boost the smooth progress of product investment. At this time, the main function of the external brain is to control the whole product, recombing the core positioning of the product function, cutting down the "throat" of competing products, and developing a competitive investment product.

In the face of the serious homogenization of products and the bottom of science and technology, we believe that we only need to stay in shallow new packaging, new positioning, conceptual imitation and theoretical plagiarism.

How can a company compete for a certain quantity of agents, the same formula, and how the same product can impress their "hearts"? What agents do you want to make your products? What are the consumers' preferences for you? This requires the company to re engineer the product under the guidance of the external brain, create a good product and refine a good concept.

If we can extract a unique position that makes the agent bright, business investment will be more than half successful.

Especially for small and medium-sized enterprises without strong qualifications, advantages and core differences, accurate positioning is the key to success.

Mr. Yu Fei, a famous brand marketing expert, pointed out that when positioning accurately, efforts must be made to achieve three points:

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1, its own advantages - clear

This advantage mainly lies in the difference between the product, the commitment to emphasize the actual effect, the first visual impact.

The product has a good name, or has an authority theory support, and even an authoritative person or celebrity gives the product several times sound, the product will become popular.

At the same time, packaging is the first face of the product. The excellent packaging design can catch the eye of attracting investment, jump out of competing products, and the exquisite and unique packaging of the enterprise often plays a role in promoting the brand image building.

2. Product function novelty

This functional positioning mainly focuses on the role of the product, and puts forward the marketing proposition that distinguishes itself from competitors. X Ejiao oral liquid, initiating the concept of XA factor in detoxifying and nourishing blood, attracts the agent's eyeballs and promotes the development of investment promotion. The detoxification Yangyan capsule puts forward the concept of "detoxification and beauty" to catch the consumer's psychology of the demand for product function, so that the product can quickly realize the goal of nationwide promotion and comprehensive agency.

In the actual combat of the market, the external brain can make product concept to the enterprise, and then achieve recognizable and differentiated personality, which not only highlights the unique positioning of the product, but also brings a strong impact to the agents and consumers.

3, process ingredients unique

The characteristics of products that are not noticed in investment promotion are discussed, and articles are made around the technology and composition to extend the product positioning.

For example, Haier's "anti electric wall" and "oxygen bar" technological effects bring great impact to the market, and the "27 layer purification" technology and ingredients of X pure water make people easy to get close to each other.

The third step: choose a good mode.

Small and medium-sized enterprises often make random and uncontrollable defects in the process of attracting investment. In most cases, choosing agents is not "match each other". The market model of the enterprise's own model market and agent operation is quite different. In advance, there is no clear investment mode. These disadvantages will soon be seen through the cooperative external brain and adopt effective solutions.

It is particularly important to establish a sound structural mode to ensure that it is meticulous and sound.

On the basis of the specific market environment and the needs of agents, a set of actual combat modes is developed to formulate a sales promotion package and effective promotional plan suitable for the local consumers' tastes. At the same time, a series of sales policies that can stimulate the enthusiasm of retailers and salesmen are formulated, and the promoters are guided to carry out intensive cultivation of the terminal, distribution of goods tally, maintenance of terminal customer relationship, promotion activities, and collection. In addition, a sound model and policy will be carried out to effectively carry out pre sale, sale, after sale services, and deal with some consumers' crisis events about product effects. Financial staff should strive to control costs and not waste, and strictly carry out two lines of market revenue and expenditure according to the manager's opinions. The external brain is based on the analysis and understanding of market and enterprise products.

A sound and maneuverable mode can definitely motivate agents.

On the other hand, the external brain will make use of its strong brand strength and authority influence to help enterprises provide value-added services to agents, constantly adjust their modes, and build an innovative and differentiated marketing mode according to different market and different channel agents, so as to achieve full profit of product promotion.

Including direct network and related network, a strong and stable mode system is formed under the unified management of headquarters. It has perfect distribution ability and network coverage advantages, and also achieves scale effect.

The fourth trick: outside brain teaches you to avoid risks.

Whether the investment is successful or not, the degree of risk aversion involves not only the preliminary research, product planning, product packaging, but also the integrated execution in the later stage.

As we all know, the level of investment operation directly determines the success or failure of product investment.

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Yu Fei, a famous brand marketing expert, believes that most enterprises are relatively careless in the operation of investment promotion, and basically haven't reached the purpose of avoiding risks.

Enterprises are basically the same model, that is, to find advertising companies to advertise, and then sit passively and wait for advice and feedback.

Due to the lack of in-depth understanding, it is difficult to grasp investors by choosing media unreasonable, simple advertising production, and no depth of information dissemination.

For example, bean curd type "welcome to join", "sincere recruitment agent" and so on everywhere investment promotion propaganda is disgusted with others, often can not achieve the effect.

It has increased the difficulty of attracting investment, and brought a lot of risks to enterprises in the long run.

If enterprises want to effectively avoid the risk of business investment, first of all, they should take full efforts in the internal mechanism and management of enterprises, set up a special function investment department, attach importance to and establish it from the organizational structure. After the investment is completed, the investment department will automatically turn to the sales department or the market management department. At the same time, the introduction of professional talents and the high quality investment and marketing team are the key factors for the success or failure of enterprise investment. It is also a shortage of enterprises. The products are clear, the ideas are clear, the funds are in place, everything is ready, and the key is to achieve "achievement".

Secondly, we must draw up detailed product policies in the investment plan, including product pricing, investment price, investment area, primary and secondary products, and select a product with the most competitive advantages from a large number of products. As a protagonist, we should concentrate our strength and make the main corner famous.

No one can guarantee that the agents who are recruited are excellent, but we can make them excellent through training. By circumventing the market risks of agents, in fact, they also avoid risks for enterprises. Only by achieving a win-win effect can we further achieve the purpose of upgrading the brand of enterprises and products.

Under the service of the external brain, the enterprise should make long-term plans as soon as possible, make a description of the future of the enterprise, and establish a long-term development of the corporate image.

Let agents feel that this is a very potential business.

At the same time, a simple and simple mode of distribution is set up for agents to form a pattern from the decoration of storefronts, the placement of products, the training of guide buyers, the operation and management, and the promotion and promotion.

This mode is simple and easy to operate. As long as everyone works creatively according to this mode, it can have a good income, maximize the risk of evading market and eliminate worries.

(Reference: famous brand marketing specialist Yu Fei Library)