Look At How Old Shoes Are Turned Into Magic.

So-called

First, penetrate the market and relocate it.

Unsalable products are not popular. In many cases, they are selling points and positioning, out of touch with market demand, or difficult to stimulate consumers' desire to buy. Repositioning is an important way to ensure that products are favored.

Taking herbal tea as an example, before Wang Laoji had made a large-scale promotion in the country, who knew? Herbal tea was also mainly concentrated in the sales of herbal tea shops in Guangdong area. Of course, there were many brands of old men's herbal tea in many parts of the country. But then Wang Laoji suddenly rose from a local specialty drink to a popular drink in the whole country. The sales volume exceeded Coca-Cola. An important reason is not to mention the herbal tea itself, but to reposition the concept and demand that 1 billion 300 million Chinese people understand. Through the special channel of the hot pot shop, people gradually developed the habit of "drinking Wang Laoji" for fear of getting angry, and the enterprise also achieved a scale of about 10000000000.

Most of the other Guangdong herbal tea is still sold in the Guangdong area. The taste is bitter, and it is hard to be accepted. It has not adjusted the product and positioning, and has lost huge business opportunities.

Wang Laoji's success is worth learning from many regional specialties and foods. We can see that like Yangzhou's brown sugar, Anhui Ma'anshan's beef paste, Jingjiang meat jerky, Chongqing's pickled peppers and dried bean curd and other products that need to move from the region to the whole country, we need to relocate and meet the broader market demand.

Two. Redesign and package old products.

For many old brands and old brands, because many aspects remain traditional and fail to keep pace with the times, the development of enterprises has been hindered. For example, 30 years ago, the Shanghai brand watches with one hand, the past glory is no longer, especially in pursuit of the technical line, while ignoring the upgrading of fashion and brand image, the development has been in the stage of wandering.

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The same problem also occurs on many old products, old brands. For example, shoes that are familiar and unfamiliar are known as shoes for release. They are commonly known as shoes covered with rubber shoes in the PLA's military shoes for a long time. From the beginning of 1950s, they were the main shoes of the Chinese people's Liberation Army. Until 2002, the PLA changed into new training shoes, and the release shoes for more than 50 years retired from PLA troops.

After retirement 60 years after he was born, a few people wore shoes.

The release shoes sold for 76 US dollars in the US on the other side of the ocean, the price is even more expensive than the first line brand Nike, and the sales volume is swift and violent.

Originally, an American - Ben Walters came to China to improve the design of the original release shoes, making it a cool fashionable shoe. After the release, the brand of the release shoes was called "Ospop".

It keeps a good understanding of the classic appearance of shoes and makes improvements in materials to make them more comfortable and firm.

These release shoes are sold abroad, and each sale of a pair of shoes, 1% of the proceeds will be donated to education in Wenxian, Henan, to help some top students to solve the first year's tuition fees.

The origin of Ospop is in Wenxian, Henan. It has been 50 years since the production of rubber shoes in Wenxian. Ospop has worked with the Sirius footwear industry (Jiaozuo) to produce Ospop brand release shoes. At present, there are two series, namely Skywolf (Sirius) and Departure, which sell for $76, becoming the fashionable shoes for young people in Europe and the United States.

Through the above conventional release, the rotten shoes become the magic, and after being sold again, we can see that the design and promotion of the old products, the old brands and the slow-moving products, which can meet the needs of the market and the trend of the times, can make the old products withered and get back to life. We are surprised to see that the 28 inch perpetual bicycles have become fashionable. The permanent C bicycles, which are permanently released, are brighter in color and fashionable in fashion. Although the price is as high as 2000 yuan, it has become a topic of discussion in many media, and the trial sale of products has also achieved good results.

Think about whether your product should become "damp".

In some cases, instead of spending a lot of money and taking great risks to develop new products, it is better to excavate, improve and integrate new markets and demands on original products.

Three, tap more potential market uses and needs.

Unsalable products are unsalable because an important reason is that the market has become saturated and there is no big breakthrough in fierce competition.

How to apply certain functions and technologies of products to new fields and create new markets? The answer is yes.

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Taking the traditional ointment for curing hemorrhoids, Ma Ying lung as an example, the ointment produced in Wuhan has a high market share in the external medicine for treating hemorrhoids, but they not only satisfy the existing market structure, but also develop the Ma Ying Long eye cream. The original price of 10 yuan is 10 times less than that of hemorrhoids ointment. It has become the necessary equipment for many young and middle-aged women.

If you are a woman who is very clear about the influence of "dark circles" on her image, if you are a man who sees his girlfriend or his wife "black eye", it is also estimated that it is not comfortable. Such a rumor has led to many attempts by women who love beauty, and the result is not wrong.

Therefore, Ma Ying lung has also changed from low value-added hemorrhoids to high value-added cosmetics. Ma Ying lung has seized such business opportunities. Has your company discovered new uses of products, and what has been investigated and what consumers are doing?

Of course, not only traditional products have such a "blue ocean market", many high-tech products also have this potential, such as the world's top 500 enterprises -- Dow Chemical Company, they developed liquid crystal display for light diffusers, in a large number of LCD computers and LCD TV applications, and found the author consultation, preparation for the product for LED energy saving lamp manufacturing.

Why does chemistry value the market of LED energy saving lamps? The key factor is that this industry will become a revolutionary alternative product of mercury containing energy-saving lamps. At present, the energy-saving lamps we use are containing 0.5 mg of mercury, which can pollute 180 tons of water, 300 cubic meters of air - Global Brand Network - gas, and large areas of land, and finally directly affect the health of every one of us. Therefore, the LED energy saving lamp industry has attracted about 20000000000 of investment. Dow chemistry is just focusing on this point. It is not enough to have market development, but to open up a more promising market vision and measures. Because they belong to liquid crystal products, they can extend their application and open up a new market. Why do the top 500 can do a lot? The first factor is to be able to grasp the development trend and trend of future market with great foresight.

At present, the financial crisis is not yet over. In the face of the current market situation where most industries are overcapacity and domestic demand is sluggish, many enterprises are busy clearing inventory, promoting sales channels and promoting sales activities all the time, and they can not extricate themselves from the daily tactical behavior of the accounts receivable. However, these problems have not been fundamentally solved. The backlog of commodities has occupied the warehouse, occupied the terminal, and occupied a lot of manpower, material and financial resources of enterprises, but it did not sell.

The fundamental reason is that they are playing a small role in the tactical level, and have not fundamentally changed their market positioning and market structure. In the fierce competition, enterprises are also living in a very healthy way. The products that are fiercely competitive and the products are sold out of stock are the reasons for this. It is worth our consideration. Many enterprises lack the overall strategic planning and system innovation, and the slow sale is the inevitable result.

The stones and stones of other hills can be used to attack jade, and the fact and method that the above enterprises will turn the original products that are not salable into flourishing products deserve our reference and consideration.