Looking At The Delisting Of Products From Yao Ming'S Retirement

In July 20th, a press conference called "Ming Xie" was held in Shanghai. As the general speculation before, the famous basketball player Yao Ming officially announced his retirement at the meeting.

The giant receded, announces the end of an era, and the outside world sighs and sighs, and brings us more.

The athletic career of an athlete is limited.

NBA stopped, Yao Ming has not been able to get rid of injuries and injuries. At this time, retirement is not much.

Products such as people, products also have their life cycle, from import, growth, to maturity, decline, eventually will have the day of extinction.

It's just that some companies and some products can extend their time for a long time.

"Everything is difficult at the beginning."

Products are listed, enterprises hold media conferences, referral sessions, and dealers' ordering meetings.

Various promotional activities are full of excitement and variety.

Enterprises want to borrow new products and make a good choice.

After all, new products are not familiar with each other, attracting public attention, attracting the attention of target consumers, mobilizing their interest, enhancing their popularity, improving the trial rate, contributing to purchase and expanding product sales.

No matter how to do anything, we must avoid the "end of the game". In fact, product marketing is always the same, but in reality, we always pay attention to the beginning, but ignore the product's "funeral."

There are many factors leading to the sale of a product: poor management, close to bankruptcy, poor sales of products, difficult to maintain; strategic adjustment of enterprises, focusing on core products, cutting off redundant branches; sudden crisis, products are forced to go down.

Many times, a sudden incident is just like "sickness comes like a mountain".

An enterprise, a product can suddenly fall down, team members immediately different things.

Without funds and no staff, there is no natural product delisting.

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In a sense, as long as the enterprise is still going to run, the brand still has market value, and the "delisting marketing" of the product should be paid attention to.

From the perspective of consumers, enterprises can not ignore consumers' feelings.

In the early stage of product launch, products are new faces to the outside world, and few people are aware of them.

But in the later stage, especially before the products sold well, a large number of product users were gathered, many of which were loyal consumers.

If the brand goes down quietly, it will be irresponsible for the consumers, distributors and enterprises.

Imagine that if Yao Ming had not chosen to retire in silence, he would have been able to afford the support of the fans, and would only hurt all the feelings of those who care about him.

In this regard, international brands may not be doing much better: Coca-Cola has pushed the tea beverage brand "Tea Research Workshop" for three years. In the summer of 2008, the factory ceased production, and the terminal shelves quickly broke off, and the brand disappeared.

Instead, a brand-new product named "original leaf" is listed on the market. The instant noodle has launched a product called "Tang Wang". Its main appeal is thick soup and nutritious and delicious, but for some reason, the product has not been listed for a long time, and sales promotion activities have stopped, and the products are not seen soon.

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On the Internet, we can find that many consumers are wondering the same question.

Coca-Cola and Kangshifu are fast sellers, but unfortunately, in terms of product delisting, enterprises have never been able to give consumers a reasonable excuse for delisting.

From the brand perspective, enterprises need to treat brand equity well.

The success of any product or brand is not achieved overnight, and it needs to undergo a long process of brand building.

Enterprises often invest a lot of manpower and material resources to build brands. The "Tea Research Workshop" just mentioned, the Coca Cola Co takes Tony Leung and Hsu Chi as the leading roles, representing two products of "qingben" and "Qingyan", and also filming TV advertisements. Kangshifu "Tang Wang" also invited Huang Xiaoming to make brand endorsements, and the promotion activities on the ground were frequent and intensive.

It can be said that both companies are very generous in promoting brand names.

But unfortunately, due to various reasons, the product has gone off the market, and the branding campaign has been interrupted.

Brand equity has not been effectively extended and reused.

Rational use and continuity of value

Consumers are happy and old, but some consumers are also nostalgic.

In 2005, McDonald's held a grand farewell show for the roast pork chop, claiming that the barbecue pork chop, which has been selling for 13 years, is about to come off the market. This last appraisal activity held in 32 districts and more than 2000 McDonald's restaurants in the United States has attracted wide attention.

26 thousand consumers signed the website to support the reservation of roast pork chop.

In the end, this product is still on the menu of McDonald's.

McDonald's clever use of customers' "not always the best" mentality, made product marketing activities into event marketing, and achieved good results.

Over the past two years, a large number of "old domestic products", such as Huili, permanent, and so on in the 80s and 90s of last century, have become popular again.

Although the product has been "down the market", the brand is still in the consumer's mind and the rational use of the brand "heritage", it is possible to continue to create wealth for enterprises.

Yao Ming announced his retirement. Although at the press conference, Yao Ming did not express a clear personal future plan, but the outside world has speculated that entering the catering industry, engaging in basketball education and training, running sports brand and so on will be the continuation of Yao Ming brand commercial value.

In addition to Thanksgiving, this publicity is also a cushion for future development.

Yao Ming is sure to be able to continue his brilliant business.

Product delisting marketing should also focus on the future. Through the opportunity of product delisting, we can communicate and convey the company's development plan, clarify the company's vision and values, win public recognition and resonance, strive for more support for business development, or make early warm-up for new products in the future.

In April this year, Procter & Gamble announced that it had officially sold its brand of "potato chips", and bid farewell to Procter & Gamble of the food business.

No matter whether the new owner will continue to use the brand, P & G has at least confessed to the public. It also makes it clear that P & G's future strategy is focused, and it is more reasonable to believe that a more focused and focused P & G will be more competitive in the future.

We should pay close attention to product "delisting marketing".

Because often ending is a new beginning.