Entrepreneurship: It'S Important To Be Tolerant Of Loneliness.

For enterprises, "products" are like "love" and are eternal themes.

No matter which industry you are in, you can not do without the value of "products".

However, countless entrepreneurs complained to me that "my product is very good, that is, can not sell".

Strange, how can a good product be sold? What problems are hidden behind it? Today, I will talk about my experience on this issue.

There are no profits, no profits and no market.

This is the embarrassment faced by most Chinese enterprises. It is also a difficult knot that has been difficult to break through for many years.

The main problems lie in the following aspects:

Many Chinese enterprises, especially the majority of private enterprises, lack professional market research teams. Product development often depends on management's subjective will and personal interests. The products developed seem perfect, but are far from the needs of consumers.

A product sold to a post-90s girl must follow the old lady's wishes after 50.

It's strange that this product can sell well.

Therefore, it is normal to encounter the embarrassment of "good products without market".

Another trap is the "greed" of business management.

When an enterprise develops products, it always wants to develop a product suitable for everyone to buy.

But often, the product of "I am for everyone, everyone for me" is not well received by target consumers, and can not meet their core needs and is left out in the cold.

Can a product be sold? I have a very simple way of judging: if everyone feels "good", then the product will not sell; if some people feel "Wow, not buy it," while others feel that "I definitely do not buy it", then this product just happens.

In many enterprises, there are too many people who are masters of their own affairs. Everyone puts their subjective will on the new products. What's more, it is sad that the responsible person responsible for new product development is too soft to say "no" to them, leading to the development of products that cater to the opinions of all people and become neither fish nor fowl.

In particular, financial officers and lawyers are often the "culprit" who destroys a great idea, because they care only about "cost" and "safety".

If the product development department listens too much to their opinions, don't make products, because you can't sell them.

　　。

The ideology of consumers is caused by

And reason, and in a lot of times, it drives sense.

Therefore, I often tell my business friends that the market is driven by the right brain.

However, this feature is often ignored by enterprises. Many enterprises go to the extreme of "rationality, function and cost performance", ignoring factors such as sensibility, appearance design and purchase experience.

I have a customer who makes wine, and once told me: "blue classics" do not understand wine at all. My wine is really good wine. Genuine wine made from grain is distilled by 9 times and stored in a 13 degree thermostatic cellar for half a year.

After hearing a series of wine making techniques he told me, I asked him, "how's your wine selling?" but he hesitantly replied, "Oh, there are too few people in the market who know how to drink."

This shows that it is not that your wine can be sold in quality better than the "blue classic", because the market is driven by the right brain. "Blue classic" represents the "soft" and "man's feelings" in the right brain of the consumer. What does your wine represent? This is the reason why it doesn't sell.

How can we develop a product that is both profitable and profitable?

When carrying out product management, Chinese enterprises must have a complete set of organizational safeguards to manage products through organizational behavior, so as to ensure the competitiveness and sustainable development of products.

The safeguards mentioned here include at least four points:

1, demand management guarantee.

Demand management is a source of product creativity. Professionals must be grouped to study market demand and provide adequate information protection for new product development next step.

Many companies that are more mature in marketing have a department in their marketing center called market research department.

This department is the core Department of demand management. They use professional market research tools to monitor the industry situation, competition situation, consumer behavior and motivation changes, and macroeconomic trends, so as to provide information assurance for the next step of product development or improvement.

2, R & D management support.

When a product innovation is formed, it will immediately enter the R & D link. At this time, the four departments of technology, production, sales and logistics will cooperate with each other.

The birth of a new product is not very different from the birth of a baby.

At the very beginning, its life is extremely fragile. If there is a problem in the coordination between the four departments, it is possible to kill a good product in the cradle in every link.

In particular,

It is not very popular with new products. They hope that the company will increase sales promotion for old products, so that old products can quickly increase sales.

However, the market sector likes to push new products, because the vitality of a brand must be maintained in the replacement of new and old products.

Therefore, when a new product is just born, the R & D personnel, especially the marketing personnel, must persuade the salesmen to let them see the future development of the product.

3, guarantee for listing management.

After the product is officially unveiled in the market, good marketing activities will become particularly important. Especially when the product falls into the demand gap, the quality of marketing activities will determine the fate of the product.

As we all know, why is a big company launching a product with a much higher success rate than a small company? The key lies in organizational guarantee.

Large companies ensure successful listing of a product through scientific processes, systems and budgetary systems, while small companies are prone to job vacancies here.

4, life cycle guarantee.

No matter what function a product has, it has a life cycle.

That is to say, sooner or later, it must withdraw from the market.

Good lifecycle management not only extends the life cycle of the product, but also effectively distribus the resources of the enterprise, and provides the basis for the next round of new product development and business pformation.

When I gave Kam Ming's advice on "cutting SKU", I also put forward many new suggestions, such as "five grain health keeping noodles", "microwave oven noodle" and so on.

The reason is that I clearly see that its traditional vermicelli has bottlenecks in its life cycle. If it does not pform again, if it does not develop new categories, the future situation will be very dangerous.

Although my proposal was highly recognized by the management at that time, unfortunately, after two years, I did not see their decent market behavior, or rely on old age, and the market terminal was in a mess.

This is the consequence of lack of organizational safeguards.

Therefore, if we want to acquire a good product and keep it competitive for a long time, we should not only solve the strategic problems, but also make the organizational safeguards in place.