Seven Of Enterprises Must Have The Spirit Of Profitless Marketing.

We all know that profiteering marketing is a battle of wisdom, and it is also a battle of courage, without courage to give up. No wisdom is equal to zero. Without courage, any profiteering is just a mirage.

Therefore, once the enterprise chooses the profiteering marketing, it needs wisdom and the courage to bear it.

First, we are not afraid of small markets and high prices.

There is no need to worry. In such a big China, the small market is also reaching a European market, so it is not necessary to be a real small but a big consumer in the small market. On the other hand, it is concerned about whether there are customers in the small market, because in many people's impression, the price is too high or may not sell, resulting in no customers at all. In fact, there is no worry about customers who worry about the price. Zhang Huaping thinks that the higher prices will also have the market. The price of Moutai wine has been soaring, and the products are still in short supply in the market. Whether it is blue classic or alcoholic liquor, the price of the second-line wine has been rising, and consumers are still in the market. A small market is a little afraid for many people. On the one hand, if the small market can support the overall operation of the enterprise, in fact, as for this point, the enterprise must think about it as long as it pposition.

So do not be afraid of high prices and difficult to find customers, as long as the high justification, consumers believe that there will be consumers to pay.

On the last side, it is concerned that the market is small and the price is high, which is not conducive to the large-scale development of enterprises. In fact, we must define the development goals of enterprises, and profits are the core of enterprises. Whether scale is not the core goal of enterprises.

For many companies who want to enter a highly profitable business, the problem of small market and high price has always been the problem of bosses' worry. In fact, for the enterprises implementing the profit-making marketing, they must be clear about what they want and do not want. If they want to make high profit products, they must have the courage to give up and ask for small ones.

Two, we are not afraid of social disputes.

The high-end market will cause huge social controversy at the initial stage, and many news reports or networks will involve attack level.

Recently, panda tea panda difference is a vivid case. On the Internet and in the news, there is a shout of abuse. Some say that the boss wants to be mad about money. Some say that panda tea is called Panda dung tea, which is considered to be a kind of self speculation. In fact, these different voices are very normal, because everyone thinks differently, and in the present society there are still enemies in the heart. So a certain noise is normal. As long as the entrepreneur has the courage to bear, it will become a reality for a long time, such as the price of Longjing, Dahongpao and other tea, and the high-end tea will be sold on the market.

In the first case of Zhang Huaping's operation, the 500ml milk was sold at 30 yuan in the hotel and 10 yuan in 200ml. At that time, the milk in the supermarket was around 2 yuan, and the price of the milk in the supermarket was several times or even ten times that of the ordinary milk. "200ml"

When the product was first released, there was a big criticism of the price of milk in the media and whether a box of milk was worth 30 yuan.

But the boss has no influence on the negative voice, but insists on his own business strategy. By now, milk has become the leading high-end dairy product in Southern China, and consumers have become accustomed to consuming high-end dairy products.

Therefore, for business operators, for high-end products and high profit products, they must strengthen their own business strategy and not be influenced by public opinion. Once the storm is over, everything will return to calm, and consumers will gradually accept it in calm.

Three, do not fear to cultivate.

even if

Already exist and need to cultivate the market, especially for high-end, high profit products, so we need to undergo a breeding stage to get consumers' recognition.

Before you, consumers have been loaded with 1 yuan milk, after you, consumers drink 5 yuan or even 10 yuan of milk.

Or other products, because your birth costs more than before.

At this time, enterprises are not afraid of market cultivation.

Whether it is Deluxe or Zhang Huaping, the former milk has experienced a market cultivation process, especially for differential breeding. This process will be longer, because the process of changing customers' consumption habits, especially at higher cost, will be more difficult.

But once the market is developing, enterprises will not only develop along with the market, but also create a relatively self market space.

Today, the high-end dairy products at normal temperature have always belonged to deluxe, and milk has always dominated the Southern China market.

For enterprises,

It is a long process. If there is a misunderstanding in the operation of the enterprise, the market is not well controlled, and there is a risk of dressing for others. But to be a high end and high profit market, we must not be afraid of market cultivation. The high-end market without market cultivation is a beautiful trap.

Four. Don't be afraid to spend money on packing.

Products in high profit areas are important products, so packaging for products is more important. Once the enterprises choose to cut into the high profit area products, they must not be stingy enough to pay for the product's image packaging.

China's top tea brand is red year old, making a package close to millions, and is an exclusive packaging design, that is, designers can not design packaging for the same industry within a long time.

Therefore, once an enterprise chooses to make a high profit product, it must make a good product image packaging.

The product is the body, the packaging is the clothes. In the end, this product is suitable for wearing a suit or casual wear, or what color and clothing to wear. It can be achieved through various tests. It is not a simple design of LOGO or packaging.

Zhang Huaping found that in the domestic market, prices have entered the upper class, but image packaging is still in the countryside or town. This is why the relative high-end products are difficult to succeed in China.

Five, do not fear the gas field.

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It is necessary to have a big gas field, otherwise it will be difficult to reach the customers' mind directly. However, some business enterprises will not only increase profits but also want to be too big, which will bring some negative information.

The idea of profiteering marketing with a half concealed face is usually hard to succeed.

Da Chen Tian Lian Zhang Huaping has created a leisure candy for a company, that is, collagen beauty candy. It is a functional candy specially designed for female consumption. From the very beginning, product positioning, research and development, packaging, big day, and even Zhang Huaping have poured all the wisdom and effort to care for their children. Finally, this candy has won general acclaim from customers not only in trial sale, but also has obtained the patent certificate of high-tech product.

But in the final pricing, there is a difference between the customer and the customer. I advocate that we should go to the super high-end position and raise the profit while enhancing the product image through price levers. However, the boss thinks that as long as we can take the position of the middle end, let more people consume and expand the sales volume, we will finally have no way to take the pricing strategy of the business owner, and implement the mid price fixing, positioning the product at about 10 yuan, which is similar to that of green arrow's sugar free sugar.

Zhang Huaping believes that once a company has chosen a profiteering marketing model, it must not be afraid of the big gas market. No matter it is pricing, channels, display, promotion, etc., it must stand out and stand out from the crowd. Otherwise, in good products, the market will not be moved because of the boss's half concealed business thinking.

Think of panda tea, sky price Longjing and Dahongpao, if there is no big momentum, the most marketing background, it is very difficult to succeed, and it is even impossible to get the opportunity to create brand free.

Six, not afraid of loneliness

The market of profiteering marketing is a slow hot market, especially the repeated and loyal consumption is a slow hot process. Therefore, compared with the popular competitive products, the high profit product of violent marketing is relatively a lonely market, especially in the early stage of cultivation.

Therefore, once enterprises choose violent marketing, they must have a mindset of not being afraid of loneliness. Otherwise, it is difficult for enterprises to stick to the end of victory.

This loneliness is mainly reflected in two aspects. On the one hand, it is competitive loneliness. Before the high profit market does not produce a good effect, the competitors and followers are relatively few.

At this time, most enterprises are in the wait-and-see stage due to their lack of accurate judgement. Both the rise of brands such as Mengniu, deluxe and blue classics have experienced a relatively lonely stage, but once they are successful, they will compete with each other and go hand in hand.

On the other hand, the court is in the cold. At the initial stage, high profit products are hard to get customers' recognition and will be cast into doubt by customers. At this time, enterprises need continuous training to create customers.

At the beginning of Da Chen Tian Lian Zhang Huaping's promotion of high-end dairy products, the initial three months of poor sales, but in the end of the boss's insistence, the brand has become a high-end dairy products masterpiece.

So loneliness seems to be a bad thing. In fact, it is a very good market cultivation opportunity for enterprises, because without competition, the cost of cultivation is relatively low.

Seven, not afraid of digging details.

To make high profit products, we must have the spirit of scientists and the harsh spirit of artists. We must constantly excavate details and legends to add glory to market sales.

Only this almost harsh detail can move customers and make customers feel value for money.

In order to embody the harshness of their products, famous foreign wines will continuously excavate their details and legends, and increase their brands and products from the aspects of raw materials, technology and quality.

Such as oak barrels for storage based wine will continue to tap the details of the legendary effect, such as oak barrels of trees are from the original forest, no pollution, good quality, and oak barrel production will have a first-class master craftsman elaborate, extremely demanding, in order to effectively trace the source of oak barrel production, each teacher after making oak barrels, will carefully engrave their names.

The reason why these details are publicized is to reflect their outstanding product quality.

Therefore, when choosing profiteering marketing, enterprises must take pains to dig out details and legends, so that every detail can be added to the product and brand.

If an enterprise chooses a profiteering marketing, there must be seven spirit of fear. Only in this way can we have the courage to develop and persist in order to wait until the day of harvest.