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The sluggish sales has become a problem faced by export enterprises in domestic sales. The root cause lies in that export companies look at problems with their own inertial thinking, which leads to misplaced thinking. They do not go as far as the Romans do, and are destroyed in the rules of the game. To sell well, the key is to understand and grasp the unspoken rules of sales in the domestic market.
Unspoken rules one: heavy factory, heavier market
Bases, factories, and products are the troika that pull the leading export market and must be taken seriously. But for the domestic market, the era of industrial chain marketing, the market as the head, which determines the speed of enterprise development and quality of life. When exporting, companies dumped the market to foreign companies and did not participate in the construction. When they operated in China, they still wanted to survive by simple foundry methods. This was more than just a result of geographical advantages, labor advantages, etc. The way out is to operate the market independently and become a brand.
The domestic market is a booming enterprise, and most of the advantages are in the market and brand. Therefore, the most important thing for export enterprises to strengthen domestic sales is the concept of mode. The concept of mode is the direction and the direction is wrong. The bigger the horsepower, the faster it may die!
Unspoken rule 2: domestic market, no brand can not live
Foreign markets do not need or allow companies to do their own brands. In the domestic market, competition has become hot, from product wars to price wars, from conceptual warfare to channel warfare to brand warfare, marketing warfare, and the market has also become mature and rational. At present, the brand has become an entry barrier in the food industry, and the brand has gained popularity. The level of loyalty, loyalty, reputation, brand culture, brand spirit, etc. have all started. Exporting companies do domestic sales and must pay attention to brands. This brand is a brand in the true sense, a brand recognized by consumers, not a unit. The card, which is precisely the shortcoming of the export leader.
In terms of brand, this phenomenon is more common in export-oriented enterprises that have switched to domestic sales. "The product is a giant and the brand is a baby." However, this "baby" must allow him to grow up. Can't escape. There must be a good solution. Brand engineering is also a natural process.
Unspoken rules 3: Value is king
Some friends complain that domestic consumers cannot afford my products. In fact, this is not the case. China's spending power is beyond doubt. If it still stays at the level of "can't afford to spend," you will probably miss the "good market in the world." Foreign companies and luxury brands have seen China's high-end market opportunities. Enterprises sitting in the "fortune pit" complain that their products are good and their prices are high. Consumers cannot accept it.
In fact, when the consumer purchases a product, the most important thing is the value. As long as he feels worth, he can spend 3 months on the salary and buy a handbag. This is the value.
Therefore, how to convert your own quality advantage into a value advantage is something export companies need to consider.
Hidden Rule 4: Diverse Market Channels
The sales channels of exporting companies are very narrow. It is generally through some export fairs to win orders and communicate one to one. It is simple and direct.
There is a big difference in the domestic market, such as the sales channels, supermarkets, wholesale, specialty stores, online, direct sales, group purchases, gifts, special channels, and other sales channels. The mode of cooperation with dealers is full of tricks. If the company’s marketing model is not Clear, it's easy to go astray.
This requires companies to design their own marketing model before operating the market. The core of the marketing model is "convenience to purchase". There are primary and secondary steps. Not any product is suitable for super business.
Unspoken Rule 5: The price is determined by the market
The cost determines the price, which is a common law in exporting enterprises. The price of an export company is usually a method of calculating the cost and then adding a few percent of the profit. In the domestic market, the price is determined by the consumer, so from the product to the brand to the channel, all factors determine the price. Therefore, in China, the positioning of brand positioning products, as well as the grasp of market elements such as channels and consumer groups, especially the value levers of consumers, determine the price of products, and its cost elements are far greater than the cost elements.
If you do not master this rule, you cannot understand the same product quality at the time of domestic sales, selling 100 yuan, and no one wants 50 yuan. At the same time, high-quality, high-priced export products will never be free from the plight of sales.
Unspoken rules VI: promotion of three-dimensional, the market is quick
When exporting, aim at a customer and try every means to track it down to get it done. In terms of domestic sales, any form of promotion is a stereoscopic blitzkrieg of TV, network, media, plus activities, promotions, etc., combined action by land, sea, and air forces; the result of this blitz is large input and large output. , which contains the glory of fame overnight, also implies a risk of failure. To avoid risks, we must not only look at the form, but also pay attention to the content behind it, not only to the promotion of the promotion of the theme, the organization of the promotion of the form, but also includes the combination of social resources, the use of public relations, timing, etc., and its complexity can be thought And know.
Unspoken rules: Terminal rules are varied and traps are heavy
Compared with the status quo that exports have never been terminal, the domestic market terminal has become complicated both in terms of form and level structure. There is a lot of companies that have made a comeback, such as: entering store fees, adding shelves fees, bar code fees, and piles. Fees, shop fees, promotion fees, activity fees, etc. Of course, it's not all about making money. The terminal display, customer relations and other aspects all determine the final output of the terminal. However, the supermarket itself cannot make money. It disappeared and the company shouted to whom. In the face of complex terminal black holes, companies must have effective methods.
Unspoken rules 8: Promotions based on demand
As a tool that can bring real benefits such as trial rates, promotions are also a challenge for companies that are just doing domestic sales.
At present, for export companies, promotion directly means price war; but in China, promotion is a link in brand operation from a functional point of view; in terms of expression, price reduction is only the most common means. Put lipstick promotion in the wine box, which is certainly not the only form, the key is that it shows the flexibility and wisdom of domestic promotion.
Specifically speaking, the promotion of export companies meets the most basic mentality of price-bearers, and due to the fierce competition in the domestic market, it must integrate products, brands, consumers and other factors, and finally refine the total demand of consumers, and then further Demand, and finally to determine the form of promotion.
One starts from the basic needs, and from the perspective of comprehensive requirements, from the effect to the final application, there is naturally a fundamental difference.
Hidden Rules Nine: Teams Are Marketing Type
Everything in people's text, the difference in rules is actually different in nature. Because of the constraints of the environment itself, most of the export teams are sales talents. In China, the team requirements far exceed the scope of sales teams and enter the field of marketing teams.
The so-called marketing team, which is in harmony with the overall environment of the domestic market, requires comprehensive quality, knowledge, public relations, resources, and so on. It is precisely because it first occupies some resources. Export companies need to use existing teams to catch up with domestic companies. There is no special way of thinking and special means. It is almost impossible.
Unspoken rules 10: The domestic market serves multiple layers and deepens
The difference in service is naturally also the difference in people's overall quality. In the current era of service-oriented value-added services, compared with the export services that have always been shallow services, the domestic sales market, which integrates market elements such as brands, distributors, and consumers, was taken into consideration from the beginning. From the perspective of the breadth and depth of service, as well as ideas and performance, export companies are even more impotent.
Selling goods to dealers is only the first step. Service to dealers is only one of them. Helping dealers to sell goods and making consumers' purchases become a habit is the essence of service.
The rules are summarized to make use of rules. Export companies doing domestic sales is a reform of the paint companies. The domestic sales market is not bottomless, and it is not easy to grasp. It only needs appropriate strategies and methods to enable companies to successfully implement two-legged walks. Exporting companies can only rely on advantages in order to understand domestic sales rules, focus on strategies, brands, teams, etc., first adapt to the rules, and then go beyond the rules.
Secret: 10 major hidden rules for domestic paint
As early as a few years ago, some companies with sharp eyes and a sense of urgency had already acted, but there were often cases where the distributors did not recognize the product and the market rejected it. In this regard, some companies think that their own quality is too high, some feel that domestic consumers have problems with their ability to understand, and others think that competition is lacking in order to give up or be overwhelmed by the tide of the market.