As a marketing person, you will find a good market performance is often not the best, highest-tech "good product", but some of the quality of general merchandise, why is there such a situation does, in fact, a good product does not sellers are many, summed up the following reasons:
First, the market mature, the product needs to run in front of
We found that there are many excellent high-tech products, poor sales, an important factor, is the market and demand do not like the product is so quickly replaced by another, immediately accepted, for example, in recent years, are increasingly entering the organic food industry The more than 100 from 2000, developed into more than one thousand days as many as 4, because many investors optimistic about the market, unfortunately, had invested heavily in China as the first European food and more organic foods supermarket closure, as spreading itself too thinly, do not understand China's market status, blind introduction of foreign organic food, resulting in shelf-life expired, a large number of backlog situation. In fact entered a new market, we must consider the market and consumer perception of the training period to keep pace, leading ahead is not necessarily a good thing, highbrow, lack of market recognition and acceptance of the foundation, no matter how good the product is no good, The emergence of the best-selling home printer with a 111 years, LCD technology early on in the 70's has been developed until today gradually become the mainstream LCD flat panel, Coca-Cola had developed a cough syrup pharmacists, only sold 50 the first year bottle until after World War II, only by the opportunity to become budding military munitions, across the world. Sense of any novelty of new products, will face the cruel test of time and market. During this long period of market cultivation Yin Dao, must know his product before soaking in demand, as a general in the marketing promotion strategies, most likely the market martyrs, one suggestion was Jizhongyingxiao resources Zhenduimouyi Qunti, a market , a specific demand for in-depth and effective promotion, point to an area, the pilot, to develop long-term development plan, moderate Touru, rolling development, should not blind bigger, that the product of advanced, market-blank to be bold in the shop in the country Fengkuang Ban goods, leading to the consumer may be just the time that the product can no longer support the huge marketing costs and management costs, and quietly withdraw from the market was.
Second, the cost of the consumer's silence, to avoid risks
Good products are not an important reason for sellers, also to consumers right in the past for using the purchase of old products or old products to produce a way of thinking, lifestyle or even, emotional worship, Tong Shi worry about buying new products will Ziji Dai to uncertainty and risk of loss, it is difficult to accept a better product quality and other properties. Such as today's housewives are not as accustomed to using spices, this has become a lifestyle, we can call "path dependence", and in fact long been scientifically proven, long-term use of MSG may not be good for your health, but there some of the alternatives, such as shrimp fine, fine items mushrooms instead, it is very difficult, because the long form of life, not simply a good product can be easily replaced, forming a "silent cost" - so much has been paid If the "grass is always greener", then wiped out the previous investments, and other key consumer spending the past experience and self-perception, the formation of a strong personal impression, is difficult to change. Typical examples, such as Nokia and Dopod mobile phone, from the technical content of view, which amounts to a powerful mobile computer, stronger than the former, it is we, as manufacturers typically believe that the "good product", and how consumers see it, many consumers, even business people, buy a mobile phone is the brand value, applicability, convenience, reliability, their impression is often the computer crashes blue screen, if the cell phone so that the consumer is a major loss, the core function is to listen to buy mobile phones and Send PM because reliability problems, the phone also freezes, afraid of making wrestling touch, preferring to purchase properties low, but safe and reliable products, Nokia is having this point promote "science and technology, people-oriented" brand advocates, development for a reliable, easy to operate, to shoot throw a phone, get a share of the global market share of more than 30%, while for the Dopod, it seems that the county did not see this, or In his "powerful, advanced technology" to make a fuss, this continues, when will allow smart phone alternative to ordinary phones? priority should be stability and reliability of the product to overcome the difficulties, and to a new brand image shaped by, and perhaps reduce the risks and concerns of consumers purchase a policy.
Third, the products have the illusion of narcissistic
Many high-tech enterprises, especially in science and research for business leaders, have developed their own "epoch-making" products and excited, that good can win a war as long as the product. A typical example is a U.S. tobacco company, finally developed the patent-smoking cigarettes, can solve the problem of passive smoking, the results of a market, sales dismal, smokers, is to indulge themselves in feeling, which control other people's life and death This painstaking investment of tens of millions of dollars in "good product" can only be undone the. This situation occurs because many companies, behind closed doors that their products can solve difficult problems, there will be markets, but the harsh facts tell us that the problems and difficulties do not represent the demand, examples, and now continue to unfold on Chinese soil, smoke, cigarettes without nicotine substitutes, springing to do was run out, we can see that in a time so there will be some sales of products, but in the long run, or failure products. Because these production companies and tobacco substitutes not the real psychological insight to smokers: cigarette inside the nicotine, tar and other ingredients make brain cells to produce enkephalin, a natural person produces pleasure, it is physiological dependence; in the thinking and work time point a cigarette can relieve anxiety and stress, the long run, produce a psychological dependence; more specifically, in many parts of China, cigarettes are an indispensable social occasions morning "communication tool", which also represents the masculine props, if If someone handed you a cigarette, the performance is often impolite, or even not a man. Such an interweaving of many factors, smoking cessation is not a personal issue, but the social environment and self-identity, so that a number of smoking cessation products, the solution is not clear, if possible, as a gift, or change request object, so that absorption Smoke's spouse, relatives and friends as market development, may be better, because they may not smoke, but tobacco hate, they really want is "smoking" people. So as not to be their own business performance, confused by science and technology content, combined with the market and find the real needs of consumers and is the key.
Fourth, the product's own structural deficiencies
We found many good products are not selling because an overlooked details of the problem for some products, such as the year Sony introduced the first home video, the results quickly disappeared from the market, while another Japanese company later introduced similar products, has sold extremely strong, even out of stock, because Sony can record 60 minutes of video programs, and the company's products is 90 minutes, we were a movie until almost 90 minutes, use two Sony video to read, very inconvenient, and 90 minutes of video just to meet existing movie mode, and then won a dominant market position. This seemingly simple non-technical issues, why would Sony consider it? In fact, many products of structural problems can be improved and to avoid, and now a lot of bedding with a lot of embroidery techniques, appears to be very beautiful, consumers are willing to to accept, but when to buy back, the cleaning time and found a beautiful flower deformation shrink, causing many consumers to purchase goods when the bed is not considered embroidery products, which is why rollei textile important factor in successful because they avoid such a risk, using Jacquard technique, the floral pattern woven in cotton directly, while those who buy consumer goods bromide bed to find a more upscale, more durable product, of course, willing to buy . So when your product is indeed the performance is excellent, but did not find him some structural defects in it? And upgrade improvements, icing on the cake then?
5, brand positioning can not find the North
A lot of good product sales is an important factor in short, is the lost brand strategy, the wrong direction, such as the day was marked by potholes in the heart of wine, with a few acres of premium grape planting base, and strong financial background, but this year their own marketing headquarters from Shanghai, moved back to Xinjiang because of losing money, not sell wine. Why not sell it, the author more than two years before the author of "New Heaven, wine Qin pool", warned the new heavens high, unfortunately they turned a deaf ear, resulting in today's growing weakness. Then the new heaven and the lose to the fundamental reasons? Be summed up in the brand positioning of the dislocation and ambitious result in the domestic wine market is far from mature, mature market is not mature foreign holding a new model, trying to open up a new world to engage in wine popularity of sports as a starting point, invited representatives of Maggie Cheung and Tony Leung noble temperament for endorsement, the lowest bit of red wine introduced to a few dollars a cup, or stand music packaging, resulting in a high-end brand image and products with low value of dislocation does not meet the original intention of wine popular movement, and finally irrelevant, so that consumers feel confused, aristocratic temperament, to spread the price of goods, underachievement, and high-end wine that some consumer groups and try a fresh ordinary consumers do not choose such a "wine geek" to drink, the results omnipresent advertising to consumers the impression flashy, is a low-end wine. Suntime now finally wake up, want to go high-end wine route, but based on past performance, and red wine in an increasingly competitive market environment, is really able to harness their people's minds wear dress Cinderella, transformed into Princess? Possible of perhaps, but must return to the origin, find out the real meaning of the brand culture, otherwise the future is worrying.
6, Marketing Communications casting pearls before swine
Of course, the vast majority of good products, not selling are lost in the final "1 cm", that is breaking the spread of consumers of psychological defense performance. Trading companies such as Shanghai Chic could have been Kende native fruit suppliers, their not willing to do contract work for others, it developed a package of plastic cups of fruit soup, brand name called indeed, originally the product, then if the promotion of effective could become a new popular snack food, but they seemed to spread the appeal in the ad is: really, not jelly, although advertising is sort of interesting, but potential customers read, confused, not jelly, nor fruit canned food, that is what the consumer's perception of the impression produced fuzzy, so ads are burned to the Shang million, Ta Bu Shi Yin Wei Ren Men do not go try Xing jelly purchase, because the selling point not clear, the lack of reason and Mingque purchase ideas, but to all jelly brand in advertising, the final result can only have Withdraw from the supermarket musicians on, playing with toys. Another example is the recent Legend of grains broken temples of the capital chain, owed a lot of dealer costs money, in fact, grain dojo problem sooner or later, other factors do not speak, but communication point of view, the problem is still quite a few:
Transmission or dissemination of the performance of both slogans are not imagined the effect words, "grain temple" can not achieve the last major downturn in brand communications, then a foreseeable consequence of this we can only be: "grains temple" more slid away, from the "pioneer" to "martyrs" as well.
1, the slogan does not reflect the spread of the spread of short-term tasks
If is a mature product, a communication can achieve the desired purpose slogan. But for a new product is to conquer the world, the consumer education is a gradual process, if supported by a description of the final result, we expect consumers to be recognized, consumer confidence is undoubtedly too high. The correct approach is: at different stages, through the dissemination of the slogan of change, Xing Cheng Zhu Bu consumer awareness of new things, and Zuizhongshixian on consumers of education which the Mu Di Da Dao market Pei Yu.
"Grain temple" spread the slogan can be divided into three logical stages:
The first stage: denial fried, retaining nutrients (reasoning)
Phase II: rejection fried, looking healthy (in my dreams)
The third phase: rejection fried, to keep healthy (results)
But at present, "grain temple" slogan spread directly reached the third stage, there is no facts to show their claims (such as 20% more protein and calories to reduce 1 / 3), this approach beyond the stage, to be able to achieve What a result, we are not optimistic.
2, communication performance is full of domineering though, it is difficult to form the communication with consumers
"Grain temple" television ad, really beautiful shot, but also quite a number of tolerance, because of the "Han wu," the actor in the Han Dynasty - Chen Baoguo in which the "domineering" and let a pack of instant noodles can also generation of male experience the main body "domineering" flavor, cool. But I can not think of how and what health relevance? To communicate with the interests of consumers and where the point?
Brand communication performance, in fact, is the brand formed in the corresponding unique tonal style, more reminiscent of the task, in this, the author of "grain temple" Communication performance in several areas that concern:
A, products that "keeping healthy", it should be rational, but rational preaching Where?
B, Bao-Guo Chen's "I do not want fried food" seems a bit arbitrary suspicion, refused to consumers in Trinidad?
C, the product pitch and as the voice of the Bao-Guo Chen temperament is matched to what consumers think?
D, "refused to frying, to keep health" as a slogan can be transmitted to Consumer Action's purchase orders?
Perhaps, "grain temple," the spread of the overall performance of the same or a slogan to return to the level of communication once again appropriate.
"Grain temple" can not find the temple, carpet bombing the ad, so I moved almost heart, but when the number of supermarkets in Shanghai observed, or else see "grain temple" immortal shadow, or else hidden world Gala Li in a humble horns, even a semblance of Duitou display do not see it reminds me of the year Jianlibao to play the ad, to the media workers, and even too lazy to shop the goods. A vivid point of sale terminal can not solve the problem of, perhaps, "grain temple" will become a second Jianlibao?
"Grain temple" brand strategy deviation, channel end marginalization, we can be understood in the instant noodle industry Mong Group do not understand, but it itself, has invested 20 million school fees are too high then ?
7, management, drag imbalance
A lot of good products, why not make up a fundamental reason for the lack of professional experience and management experience in operations, such as a well-known textile companies, with annual sales organizations for their random changes, withdrawal of marketing and sales department, all staff All the regional decentralization, contracting out the responsibility system, such a lack of modern management mode, only the consequences of focusing on immediate sales is the lack of a unified marketing plan and marketing plan deposits, resulting in backlog of products piling up, manufacturers are not professional dealers marketing and management system support, grievances, turnover is high, only in Lianyungang, Jiangsu, 2 years less than the time for the six distributors, internal buck-passing buck, chaotic management, which led to a severe decline in sales of many regional markets . The corporations have more like this, especially the many foreign transfer domestic enterprise, since that product better, Ye Zuo Waimaoyiyang like to find a set up so-called's marketing department Ren Wei beat called, send send fax, Gao Hao delivery order on it, not a sound marketing organization, marketing functions and responsibilities of the imperfect, the product no matter how the peace talks sales? extensive marketing tools are affecting the healthy growth of many businesses. The other area of success in a particular enterprise, in the areas of new or used Yuanyou the set of Moshi operation, Dao Zhi Ling Dao amateur experts, lay experts holding the nose of Xian Xiang Zou happens, the industry environment, the stranger, lack of appropriate management mechanisms and operational mode, and finally affect the main industry, such as Ningbo Oaks air conditioning, a wide range of time in the blind, not only engage in real estate, also the car, mobile phone, outcome, for all to see. In fact, sometimes the simple marketing, management is complex, Coca-Cola, Procter & Gamble marketing some of these companies we can draw, but backed the management system, it is difficult to imitate, it just may be a lot of business development opportunities to the ceiling, so find a blind spot in their management level, to break through is essential, such as Shanghai Yong Liang textile company, to strengthen the flexible management of distributors, dealers regularly presented to management information, even also organized training activities, but not the old-fashioned sales skills, but life planning, and parenting seminars, greatly improve the quality and enthusiasm of dealers, deepened the feelings of both sides, not only active with the company to carry out various marketing activities, but also Sales Outstanding particularly timely, the real nature of the formation of a partnership model of cooperation, joint marketing, in a few years, sales increased from 2 million to 120 million. It can be said, who in the management of foot effort from top to bottom, will bring sustainable development of enterprises continuously strong momentum.
In summary, a good reason for not selling products, in the final analysis, or business idea and vision of those issues, the market's immaturity, or conservative consumers are able to find an effective way to ripening him, change him, if you hand there are some good products, melancholy sales, please seriously consider the above reasons, found that the nature of the problem and then find on the way and concentrate the solution, the victory may be at hand.