There Are Three Misconceptions About The Promotion Of Infant Enterprises In China.

Infant enterprise

Most of the infant enterprises in China do not have specialized marketing departments. Many of them are personally taken into account by the boss or are promoted by the sales director. They can find professional PR marketing companies for their planning and promotion businesses. So the status quo of China's infant enterprises is not optimistic. It is easy to enter the following three misunderstandings:

1. Marketing strategy - heavy channel, light promotion

There are more industries in infant industry, such as milk powder, toys, etc.

According to my long-term media research, CCTV prime time,

Although the strategy of an enterprise should be emphasized at different times, the whole baby industry with 500 billion market scale can only see that several milk powder enterprises are doing brand promotion, and many other enterprises are obscurity. Is it not for other enterprises to do brand promotion? Is it that these enterprises have not yet developed to the stage of brand promotion? No, many enterprises do not fully realize that brand promotion, channel construction and terminal accreditation are mutually complementary.

In the final analysis, heavy marketing and light promotion reflect the relatively backward marketing situation of the whole industry.

Two. Media choice -- heavy industry and light industry.

The target audience of the baby industry is the three groups of people of childbearing age, children, parents and children. According to the market demand of different regions, time and consumer psychology, the baby industry is broken down into many richer markets, and the products and services are constantly changing. Each product has its own consumption population. Therefore, the promotion of the audiences should also suit local conditions and vary from person to person, so that the popularization can achieve the desired results.

China's growth observation has long monitored the enterprises and media in the industry. The results show that children's enterprises prefer TV, outdoor and plane media when the funds are allowed. In the Internet media, the big baby brands prefer the mainstream portals. Although many brands also focus on the children's channel of the plane industry media and portals, but for more subdivided children's clothing, early education, toys and other industry websites, although these websites have fewer hits than the portals' childcare channels, and the aggregated groups are more subdivided, the advertising income status of these industry websites is not optimistic, even a lot of advertising sites are presented.

The reason why baby enterprises focus on the mainstream media in media promotion is that they despise industry media for three reasons. First, the media of the baby industry started late, and the media themselves did not pay much attention to promotion. Although they had high media value, they had little influence on advertisers. Two, because the ability of media selection, screening and control was limited in the promotion of infant enterprises, they simply spent more money on choosing the media that everyone knew about; three, because the public relations companies in the industry lacked special services for the industry to choose suitable media for enterprises, which also had a direct relationship with the industry, and the marketing departments of enterprises were not perfect.

Three. Marketing content - heavy products, light ideas

The infant industry is related to the growth, health and the quality of the whole nation. It is a very scientific, very philosophical and passionate career. Every product and service in this industry can not be simply a functional value, but it should be a cultural value for the next generation of mankind.

We believe that every baby enterprise is deeply involved in researching and developing products - the global brand network - thinking about the concept and value of products or services, but many enterprises have lost their self in the market game of quick success and instant benefit, and have forgotten the original intention of product development, so that many of the promotion we see at present are all "manual" statements, not only difficult to impress, but also difficult to find reasons for the recognition of the enterprise and the brand from the product introduction.

Many times, consumers want to know more information about a brand, but on the Internet, a search is full of links to all kinds of stores. After opening up, they are product pictures and introduction. It is hard to find a deeper link in this product.

Some enterprises can explain the concept of products and companies well, but they can only be seen on their corporate websites, and the impact on consumers is still weak products advertising.

Summary of {page_break}

The marketing situation of infant enterprises in marketing activities, such as "heavy channels, light promotion, heavy emphasis on the mainstream, light industry, heavy products and light ideas", reflects the industry marketing bottleneck of this industry, such as immature marketing capability, imperfect industry marketing chain and imperfect enterprise marketing organization.

Just because the infant industry is in this initial stage, it also gives the industry more experience to learn from, more opportunities to innovate, and also to make marketing more valuable.

If the baby enterprises can change their thinking, take the brand promotion into account when expanding the channel, let the media camp mix more diversified and vertically, and let the marketing content pay more attention to the soft dissemination of the value concept. Not only can a certain enterprise rush out of the competition Red Sea, it can also enhance the marketing ability of the whole industry, and the baby industry can also play a greater role in promoting the whole livelihood economy.