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Jack Peter
Aug 02, 2022
In Welcome to the Forum
In a year, there are always peak seasons and low seasons in the commodity market, and products are no exception. Taking health care products as an example, the peak season is of course the "golden period" for commodity sales , but the off-season cannot be ignored either. It is a critical moment for the health care products market to recuperate. Victory in battle. Therefore, whoever can accumulate strength and seize opportunities in the off-season of the market will be able to master the competition in the upcoming peak season of the market and seize the opportunity; on the contrary, if a business or Latest Mailing Database enterprise passively waits in the off-season, it is bound to sit still and die. The end of cooking. It is enough to see that if the health care product market wants to win thousands of miles away, it must be prepared in the off-season. This is also the result of the adjustment of the "invisible lever" of the law of the market economy. In the off-season of the market, what can companies do and what else can they do? Strengthen the integration and strive to improve the marketing network At present, it is no longer enough for an enterprise to achieve development only by "selling things". China's consumer market is developing from an imitation type to a multi-level, personalized and diversified development. This reflects the escalation of consumption after China entered the middle-income stage, and also indicates that the differentiation of social classes has led to the refinement of the consumer market, which has led to multiple demands on the supply structure. According to data provided by international credit card companies, the growth of the high-end service industry is the future trend. This shows that with the transformation and upgrading of consumption, the consumer market has entered into developmental consumption from subsistence consumption. In fact, the transition from subsistence consumption to developmental consumption, and from durable consumer goods to service consumer goods in developmental consumption, is an inevitable process. We can summarize this wave of consumption into four aspects: complete, convenient, special, and new, that is, all-round needs, time-saving and labor-saving fast service needs, unique and even unique personalized satisfaction, and the pursuit of change, fashion, Can get the excitement of hunting for new things. During the peak season of the market, various merchants have resorted to 18 kinds of weapons to attack the city and use various strategies to attract consumers and increase sales. In the off-season, most companies are silent. Mr. Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consultancy, believes that today's consumers basically buy products from the original functional consumption ---brand consumption---experience consumption---participatory consumption With such a value chain of consumption, they pay more attention to sensory experience, interactive experience, browsing experience, emotional experience and trust experience than ever before. In the past, our enterprise abstracted users, and every user was a number; in the future, our enterprise must visualize users, and every user is a story. The off-season is a good time for companies to explore the market. It is necessary to strengthen integrated marketing efforts and strive to improve the marketing network system, so as to accumulate strength and lead competitors. In the peak season, sales are the top priority. Manufacturers and merchants often ignore the construction and management of marketing networks, whether the selection and operation of the agency market is reasonable, and whether media placement is perfectly combined with traditional festivals and local customs. Integrated marketing and network systems Well organized. For example, before the coming of May Day, Mid-Autumn Festival and National Day, do some health care product merchants consider flexibly integrating products into festivals? Of course, some businesses are quick, ruthless, and accurate, and have already perfected their communication and sales systems in a timely manner during the off-season. When talking about integrated marketing, marketing guru Kotler said that to engage in integrated marketing communication, we must recognize every opportunity for customers to contact companies, products, and brands. Not only the promotion tools need to be integrated, but the 4Ps (ie, product, price, access, promotion) also need to be integrated. The off-season is a good time to strengthen integration efforts. Smart merchants pay great attention to the use of health care products in the off-season to do a good job in this regard. When entering the off-season of health care products, manufacturers and merchants should work hard to check and improve the marketing network system. To improve the marketing network, we must follow the model market, grasp the provincial agents, guide and train the first-level agents and marketing personnel at all levels, and supervise, control and guide the second-level dealers of the first-level agents. At the same time, optimize and integrate part of the agency market on the basis of the original network structure. Agents are the first consumers of enterprise products. Their loyalty and satisfaction to the enterprise are the keys to maintaining smooth product marketing channels. To maintain the relationship with manufacturers, in addition to benefit distribution, they should also focus on emotional cultivation. In the off-season of sales, manufacturers and merchants can have more time to devote to market construction, because in the peak season of sales, enterprises are busy with production and unable to engage in channel construction. In addition, I am also afraid that due to a change in channels, there will be problems in sales and large fluctuations. However, in the off-season, there is time and energy to engage in market construction and implement process reengineering. Therefore, it is a wise choice to strengthen integrated marketing efforts, strive to improve the marketing network system, focus on off-season construction of channels, transform the marketing process, and establish a sound terminal management system. Adjust brand strategy and optimize product structure The off-season is the key season for manufacturers to adjust their brand strategies, optimize their product structure, develop potential markets, and practice their internal skills. In a sense, who can effectively take advantage of the off-season of the market, adjust the brand strategy, and optimize the configuration of the product structure will be able to seize the opportunity and take the initiative in the upcoming peak season of the market.
In the off-season, how can small and medium-sized enterprises make content media
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Jack Peter

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