Winning Quickly Is The First Step In New Product Marketing.

Almost all Chinese enterprises have already felt that the market environment is undergoing major changes, and an era of strong consumption has changed everything. People have never discovered that their consumption demand is so rich and colorful. The endless new products on the shelves are enough to dazzle the people, and the noisy shouting in the media is coming and going.

Whether active or passive, enterprises start their own innovation with natural instincts. Change is the only constant. No matter big or small enterprises, they must speak in the market in the form of new products.

new Product marketing Is the driving force for rapid growth of enterprises.

If our memory is good enough, we can see that in the past 1994-2004 years, almost ten years have been almost ten years for new products to change the Chinese market.

In the early 1990s, Changhong laid a leading role in the color TV set for the next ten years by the new "Red Sun family" color TV. In 1994, Lenovo began to attack the city with its new Lenovo 1+1 home computer. And in another daily awakening of the daily chemical market, Chongqing, even the "family of plants," a series of products of the year, creating the second annual sales record after P & G.

After entering the twenty-first Century, the new product strategy of enterprises is still the sharpest weapon. It's still in the color TV market. This is SKYWORTH's march into the top three by "health TV". In the fruit juice market, the health hall has launched the farmer's orchard, Wahaha has launched fruit juice and calcium, and Jianlibao has launched the fruit steam between the fruit juice and the soda water, which has lifted a big red fruit market. Similar cases can be found in food, medicine, automobile and so on.

It is no exaggeration to say that at the turning point of every industry, there are once or several enterprises in order to introduce more competitive, innovative and high-tech products to achieve the goal of rewriting the market structure, creating or maintaining their market share.

Through new product marketing, a large number of previously unknown enterprises have emerged and become famous enterprises in the Chinese market. In 1999, when Shi Yuzhu began selling his new health products in Jiangsu, no one imagined that two years later, "brain platinum" could become the first health care brand. When Niu Gensheng broke up with Erie and started business, no one thought he could become a black horse in the dairy industry. We could also list the six drugs in 2001, the southeast car in 2002, the unified petrochemical in 2003, the yak food in 2004 and so on. It is the success of new product marketing that makes them popular.

More large enterprises are also through the annual new product marketing plan, to ensure their continued success and competitive advantage. The global software giant MICOSOFT is the most typical case. From Windows98 to Windows XP, it relies on upgrading enterprise terminals to use software to form a strong monopoly position. Even the world's top 500 companies such as Coca-Cola, KFC and Procter & Gamble are familiar with their new products: Queer juice drinks, old Beijing breakfast and OLAY have long been the favorite products of Chinese people.

Why should we pay special attention to new products?

Is it true that these companies in our list choose to launch new products voluntarily? By common sense, they should be more willing to enjoy the steady returns brought by the successful "old" products without having to take risks to choose a new product that is definitely not the most promising product. Research shows that the promotion cost of mature products may only account for 1%-5% of the product price, while new products may account for 15%-30%, which must also be paid from the "savings" of the mature products of the enterprise or the pocket of the entrepreneur himself. Why should we attach importance to new products?

We find that enterprises often introduce new products for the following reasons:

1, continuously cultivate new profit growth points of enterprises. When the original product shows signs of stagnation or even decline, and can no longer create more and higher profit margins for enterprises, enterprises often actively carry out new product marketing. If the "farmer paradise" is promoted, it is found that the company has to rely on new products to create profits when the mineral water has become a small profit product.

2, continue to expand their market share to ensure a leading position. China Mobile has been complacent with its global business for a long time, but when Unicom started to enter the market, China Mobile began to launch "Shenzhou", "dynamic zone" and "campus card" business in a series of actions.

3, continue to enrich their brand charm to create higher performance returns. Brand needs to be constantly updated to keep youth forever. Without new products, the brand will tend to age. The Procter and gamble mentioned above is a world-class "new product marketing expert", under the "P&G", rejoice, PANTENE, Head and Shoulders, OLAY and so on are all based on this purpose.

4, change the competitive structure of the industry and get rid of competitors. The leading enterprises in the industry often form a separatist market and grab the most profitable profits. New entrants or industry laggards want to shape their strong competitive position, often through the success of new products. When TCL entered the mobile phone industry, it found that it had almost no voice in front of Motorola and NOKIA, so it created a unique new product called jewel phone to complete its entry and achieved great success.

5, when the enterprise development strategy changes, choose to launch new products. Chinese enterprises may be the most diversified companies in the world. The strategy determines the product line. When Hualong is determined to become the leader of convenience food in China, it changes the principle of focusing on the rural market in the past, and launches the new "wheat noodles" to complete the market layout and form a fatal threat to the master and unification.

The more important reason for enterprises to choose their own changes is more important changes for consumers. The Chinese market has long been a buyer oriented market. People's needs are more abundant and more pleasant than ever before, and the development of information makes people more convenient to meet their personalized consumption. If the enterprise does not have a keen insight into the subtle changes of every consumer group, it will be rejected by consumers and will soon be forgotten.

Even Coca-Cola, which has not changed its main product for hundreds of years, dare not take lightly the change of consumers. Instead, it aims to attract new generation and constantly promote new products by changing and updating packaging, updating LOGO and updating spiritual connotation. Those companies that still want to remain unchanged in the hope of changing their products today are as rare as dinosaurs today.

Therefore, from a certain point of view, the success of new products has become an important index to measure whether enterprises can respond to market changes well, reflecting whether a modern enterprise has the ability to quickly integrate internal and external resources in the face of fierce market competition, and the breadth and depth of enterprises' thinking about new product marketing determines the ability of enterprises to build future competitiveness.

The secret of new product's success

Even if an enterprise realizes the importance of new product promotion, it may not guarantee its success. Previous data show that the failure rate of new products is as high as 95%. Especially in immature markets, the failure rate may be even higher.

We can imagine the difficulty of the success of the new product. In an underdeveloped or highly developed consumer market, there are tens of thousands of similar products in all regions and markets, and new products are like newborn babies. If there is no loud cry, there will be no chance of survival. In the process of growing up, he also needs to beat a large number of powerful competitors, resist the threat of all kinds of circumstances, refuse all kinds of seemingly sincere temptations, after a number of years, he can grow up.

New products may have bright prospects, but at least in the initial stage, they are still in a weak position. For example, the pressure of cost, because it can not achieve scale sales like mature products, its production costs, promotion costs and cost sharing will remain high; for example, the disadvantage of the later stage, because the market discourse power is in the hands of strong enterprises, the enterprises want to catch up and surpass that they will be faced with the dilemma of "frozen three feet, not one day cold". When Volkswagen launched Gore in China, Audi experienced this situation when it launched "A4" in China.

Therefore, in the new product marketing, enterprises often face the three paradoxes of "want to do, do and do". The subjective desire, the permission of the objective environment and the maturity of their own conditions will make entrepreneurs and marketers in a dilemma.

But the world is never short of successful enterprises, just like the times when we are never short of great men. Some enterprises show their deep foundation when they start. Although they can not win victories, they can still be proved by repeated wins and victories.

Harmony Marketing Planning We believe that in the field of new product marketing, we can actually cite more cases to prove our view. The following two cases, though very contrasting, can not even be compared. But because of this strong gap, we can make it easier for us to find out the characteristics of them.

One is the Procter & Gamble Company of the United States. We need not say much about its success; one is the health hall company in Hainan, China, the farmer's spring with "a little sweet", Dore, a farmer's orchard who swings before drinking, "the smell of kissing," the mouths of mouths, the growth of happiness designed for Chinese children, and so on. A deep impression on the industry is that the company can always succeed in the category of "war chaos".

Apart from the internal and external elements of all enterprises, such as market, environment, competitive products, consumers, cost, price, strength and marketing techniques, we believe that Procter and gamble and health hall have a common trait: they often win quickly, often win quickly, the three start to see momentum, decide the success or failure in six months, and win the game within a year, which is precisely how to win the new product marketing. The promotion of "Crest", "OLAY", "Shu Shu Bao" and "Shu Fu Jia" and other products are just like the many products of Yisheng hall.

Speed is everything for companies promoting new products. If you can't take a quick step, you will not be able to see the opportunities of the market. You can't build up your own competitive firewall if you can't be quick. You can't get the best profit if you don't take a quick step. Successful enterprises such as DELL computers, GE, Haier, WAL-MART, Mengniu and so on all win quickly, while failed enterprises such as China's "Wan Yan VCD" and "sun rising ice tea" are all slow and failed.

For enterprises that promote new products, they can only win by speed. If TCL is not fast enough, it will not become the leader of China's mobile phone industry in a short span of 5 years. If Lenovo is unhappy, it will be impossible to become the first PC in China before the invasion of foreign computers. In the new product marketing, it is the biggest taboo to blindly fight for strength, fight resources and fight consumption, and engage in "positional warfare" and "defensive warfare", because new products need cash flow and need higher profit margins to feed themselves.

Speed is everything in competition, so real entrepreneurs never dare to relax. Well versed in the "fast track" enterprise, it is through the timely analysis of the market trend, the accurate judgement of the market competition situation and the accurate grasp of the consumer psychology, so as to make the accurate market segmentation, and then complete the new definition of the new product marketing system, and ensure that the enterprise completes the three marketing missions of new product investment, new product listing and new product sales.