Six Reasons For Failure Of Business Investment

When the enterprise develops to a certain stage, many bosses begin to think about it.

[case]

Jiangsu H Sugar Co., Ltd. was established in October 2010 to produce functional brown sugar.

Because of failing to catch up with the autumn rum, the new product lost an important opportunity to appear.

To this end, the company listed the spring sugar and liquor fair in 2011 as the first shot of new products. The preparation of sugar and Wine Association has become the focus of H sugar company in recent months.

Shanghai G beverage company has a history of more than 20 years, mainly producing traditional sour plum soup and salt soda water. Its products cover more than 20 provinces and cities nationwide, with sales exceeding 100 million yuan.

The annual spring sugar and Wine Association will not last. The sugar and Wine Association has become a traditional project in its investment promotion work.

It can be seen that both H and G will be active participants in the spring and autumn Wine Festival.

The rum will still have great attraction for food enterprises.

Just for H, rum will play a role in knocking bricks. It will play a great role in publicizing the brand and promoting new products.

And the old company like G will use the rum as a stage to thank old customers and launch new products.

This is the two most typical mentality of thousands of companies participating in the rum.

Many food companies recognize the value of the rum.

In order to promote new products and brand building, they actively participated in the sugar and wine trade, but in the end, most enterprises had little effect, and began to complain about the poor effect of investment.

The author believes that the reasons can be roughly summed up in six aspects as follows:

First, lack of profit model.

At the rum, a lot of food companies, in order to attract the attention of dealers, design products with ingenuity, or update their packaging, or create a loud name or discover new concepts.

For example, the B beverage company in Shaanxi has launched a new type of vinegar drink under the name of "vinegar male" and "vinegar girl". Although its name has attracted eyeballs, its real interest in its products is very limited.

Although the enterprise has invented a new name, it has not thoroughly explored the actual value of the product itself, so the dealer can not see the benefits at the moment and will not be interested in your products.

Dealers are interested in whether you can really make money selling your products.

Therefore, enterprises should focus on the design of a profit model, with enterprise products as tools, to help dealers to maximize profits, in order to impress dealers.

Two, greedy and quick.

When enterprises attract investment, they always want to make large scale and strong influence.

It is wishful thinking that large scale means that the company has strong strength and strong influence, and can show the intensity of the company's promotion.

For example, a bubbling production enterprise in Jiangsu has launched the "flying boy" steamed bun, and has invited movie star Fan Bingbing and comic actor Jiang Kun to help.

But after the bustle, there are few distributors who are interested in the product.

In the process of investment promotion, the best investment strategy is to continuously demonstrate the management capabilities, production capabilities, technical capabilities, operation levels and the mental state of the employees, so that dealers can see that there is money in choosing your products.

Three, the agency threshold is too high.

Before and after the rum, enterprises are willing to advertise in the media in order to cooperate with merchants, so as to tell the distributors how much their products are being promoted.

For example, a liquor factory in Shaanxi invested nearly $10 million in the spring and autumn Wine Festival in 2009, and took a three-dimensional advertising campaign from TV, road signs and roadshow activities.

Such a large investment has led to the high threshold of agents. If dealers want to represent the product, the first one will get 500 thousand yuan, which is a deterrent to many dealers.

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The author believes that enterprises should tell distributors how to let consumers buy their products, which is an important product promotion strategy.

Advertising is only a means of promotion. We must have a systematic, standardized and practical promotion plan to cooperate with us so as to achieve the desired sales effect.

Four, not focusing on propaganda.

A dairy company in Zhejiang has introduced a sugar free healthy milk through the sugar and Wine Association.

In order to attract distributors, the company printed a large number of leaflets and investment brochures and distributed them in various venues of the rum.

Although the printing is exquisite, but because the main selling points and propaganda points have not been grasped, the simple product efficiency, market prospect and investment conditions are not attractive to dealers, and finally they are defeated.

The target group of sugar and wine trade is targeted at thousands of food distributors all over the country. Food enterprises should have a clear understanding of these questions: what kind of dealers will be interested in your products? How to cultivate the confidence of dealers in the company's products? What are the main selling points of the company's products? What are the core demands? How to impress the distributors?

Five, the lack of professional investment team

Many businesses often fail to set up a special investment team. There is no standardized etiquette or uniform investment regulations. They even do not have uniform dress. They only concentrate sales personnel from all over the country to form a temporary investment team to join the rum.

Under such circumstances, each salesperson is responsible for their respective regions independently. In order to seize the intention of customers, there will even be mutual disintegration.

For example, a casual food company based on the production of pickled chicken feet in Chongqing has committed such a mistake, making the final investment effect very poor and leaving a bad impression on the original dealer.

Inviting business requires an efficient, cooperative and scientific team.

Because marketing is a systematic project, every link should have operation standard and process.

If this is ignored, investment promotion will go astray.

Six. Late tracking

After the investment meeting, many enterprises thought that the goods had been sold out and the dealer's money had been paid.

Without follow-up work, early investment will often become useless.

The enterprise sends goods to the distributor, which only completes the pfer of the stock of goods. Later work is how to make the product enter the consumer's hands and truly accept the recognition of your products. This is a crucial link.

As long as the product is successfully sold, dealers will be profitable to mobilize their initiative to open up the market, and products can be developed in a long way under the careful operation of dealers.

For example, a food company in Nanjing, Jiangsu has spent a lot of money on attracting investment in Zhengzhou 2009.

After the end of the investment, the salesmen returned to their respective markets, and did not follow the new distributors. The company didn't consolidate the investment results. Even the customer registration forms were lost at the investment fair.

Investment is a systematic work.

If we want to make the product operate in a virtuous circle, the investment work must be meticulous and solid.