How To Make New Products Create Sales Miracles

Practice has proved that more than 90% of enterprises are successful because of new products.

The following are the six "odd" points that I have summed up based on the actual operation experience over the past few years.

First, by chance, borrow the ship to sea.

Products are similar to human success, that is, opportunity is important.

A product with good quality and promotion team will also die due to "untimely".

Therefore, it is very necessary for enterprises to acquire business opportunities, seize business opportunities and make use of business opportunities.

In 1999, when I was working in Hisense group, I held an opportunity with my colleagues to operate a public relations event with a successful product listing and brand promotion.

In early March 1999, when Bill Gate visited China in a whirlwind, he launched the "Venus plan" in Shenzhen with four companies, including domestic information, appliance giant Lenovo, Haier, BBK and four links, to show a charming future life of information for Chinese people who only know how to live in the future.

For a while, the industry and the press were in a state of excitement, emotion and panic. They regarded the "Venus plan" as a sage, and Changhong, TCL, Konka, Li Mai and other manufacturers announced that they were involved in the information appliance industry characterized by "Networked life". Among them, Kathy software group, a software institute of the Chinese Academy of Sciences, carried the banner of national industry with science and technology, and launched the Nu Wa plan with tit for tat.

According to statistics, in the 3-5 month, there were 1800 articles in the whole country involving the "Venus plan", and the news about products being launched and going public was equally constant. However, when the speculation was bigger than the reality, people did not see a drop of rain in the thunder.

At the same time, China's color TV industry has been struggling in the continuous "price war" of 96-98 years. Many manufacturers are actively seeking diversification and new economic growth points. Hisense was also the same as the "first group" that impacted the color TV at that time. After 97 years of air conditioning and 98 years of rapid growth, Hisense is eager to improve, and this improvement needs the support of higher brand awareness and reputation. For this reason, Hisense is actively preparing for a proper opportunity to achieve brand recognition and reputation enhancement.

The success of the network set-top box development and trial marketing has given Hisense a better plan to wait for opportunities.

In May 22, 1999, Hisense held a news conference on "home network express" and palm computer listing at Kempinski Hotel in Beijing.

Mr. Zhou Houjian, chairman and President of Shanghai trust group, gave the first batch of Hisense's connection to the ordinary TV set to give INTERNET browsing and sending and receiving E-MAIL's Internet set-top boxes to 8 high-school students in Beijing. Meanwhile, the first batch of handheld computers was presented to 6 famous people in the computer industry, such as Qiu Baijun and Zhang Zhaoyang.

Because, before joining the "Venus plan", none of the 4 enterprises listed products, so that Hisense's Internet set-top boxes became the first drop of rain in the "Venus" thunder. Therefore, after the news conference, Hisense quickly became the object of media attention. Every time the media mentioned "Venus" there must be Hisense, and every mention of Hisense would mention "Venus", and the two complement each other. In just one month, Hisense's move was raised in nearly 500 media, and the popularity of the brand increased naturally, and the reputation of "3C" and "Venus" and the concept of "filling" were benefited.

Drawing on the success of Ping Ping color TV, Hisense plans to continue to break through the bottleneck with price.

At the end of February, Hisense announced its two "wage conversion" in Beijing with 3680 and 3880 yuan in the market.

One stone stirred up waves, the media waiting for a long time to get material from Hisense, and almost all the media, the last year's sentence has been interpreted as "3680 yuan, wage conversion home", so that Hisense air conditioning rapidly rose to the second retail list in March, and thus laid the leading role of the second group army.

According to the data in 2004, Hisense set top boxes are the preferred brand of local cable TV stations in many cities in China.

Two, the silt is not stained, and the body is recovered.

In 2000, the thermal underwear industry described the "Warring States chaos" as no more than that. The price war everywhere caused everyone in the industry to worry about the prospect of "premature aging" for the thermal underwear industry. However, in such a harsh environment, the heating industry resolutely entered the WTO. Not only did it not "abort" as predicted by others, instead, it rushed out of the tight encirclement in Shandong, Xinjiang, Shanxi and other markets, and by 2005, its market share has undoubtedly entered the industry.

The reason for this is that the strategy of "warming up and silting" is not the case.

In 2000, nearly 1000 manufacturers in the face of the huge consumer market, repeatedly repeating the "warm" homogenization selling points at the same time, offered the price banner. The price fluctuated and fluctuated, which not only made consumers difficult to make decisions, but also seriously hurt the minds of consumers first, and brought credit crisis to the whole industry.

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In this confusion, the warm man who has just been on the market has remained sober minded.

Opening up the industry first put forward the concept of "beauty body warmth", accurately positioning Ms. Ai Mei, advocating "weight loss for thermal underwear, and good winter figure for people in winter", and seriously investigating the market, and found that 28.1% of respondents believe that they can receive 100-200 yuan for the price of thermal underwear, 39.6% think it is between 201-300 yuan, 23.5% think it should be between 301-400 yuan, combined with the location and quality of their own products, and decide the national retail price of 285 yuan, and resolutely say that "wear warm and not price down" quickly became an alternative scenery in the price war.

For a time, warm spring like winter breeze warms the northern part of China. In Shandong, Heilongjiang, Shaanxi, Beijing, Liaoning and other places, "beauty of Luoyang paper", the women who love beauty are floating in the street. The first reaction is "she wears warm." yes, in Qingdao, Ji'nan, Harbin and other places, "you wear warm up" has gradually become the local mantra.

Three, innovate in tradition and offer flowers to Buddha.

News conference has always been favored by manufacturers as the most formal and commonly used form of new product listing. The advantage of news conference is that the power of media reporters can maximize the social awareness of products.

But because of the rapid change of products, more and more products have adopted a single form and content identical press conference. Nowadays, press conference is gradually regarded as a fish's belly by journalists, which is difficult to arouse their attention and naturally affects the publicity effect of products. Therefore, when enterprises decide to introduce new products at a news conference, moderate innovation will become the only magic weapon for achieving the desired goal.

In August 18, 1999, the launch of Shupu Bao breathable silk and thin sanitary napkin products gave reporters a refreshing feeling.

First of all, before the press conference, every reporter invited to attend the conference received a beautiful "Bao Shu Bao kit".

Open the box, you will find three envelopes. The contents of each envelope are different. They are: "where is the secret of Hu Shubao's breathable silk sanitary napkin?" "Hu Shubao's breathless thin sanitary napkin absorbs great challenge" and "Hu Shubao's breathable thin silk sanitary napkin" is on the stage.

The first two envelopes are equipped with a trial product. The latter envelope contains a brief introduction to the upcoming launch of the "Shupu Bao" breathable silk sanitary napkin product.

At the same time, the reporter also received two packages of new Shupu Bao thin silk sanitary napkin products.

This little "Bao Shu Bao box" has aroused wide interest in the media, especially where the secret of "breathable and thin silk napkin is breathable."

Secondly, when the press conference was held in the Crystal Hall of the Wangfujing Hotel, in order to highlight the theme of "ventilation protection and fashion trend", the 500 square meter grand banquet hall was decorated fresh and fashionable, and the main tone was blue and white, giving people a refreshing feel.

What's most inspiring to the reporters is that fifteen beautiful models from the new silk road model company in China appear on the T shaped table in the fashion of "breathable" fashion designed by the famous young designer Sun Jian, so as to deepen the product's "breathability and fashion" with "breathable" fashion.

The conference was a great success. More than 100 journalists from Beijing, Tianjin, Shanghai, Guangzhou, Hangzhou, Haikou, Dalian, Nanjing, Chengdu, Chongqing and Chongqing were invited to participate in the press conference. Twenty TV stations and four radio stations reported a lot of activities.

Four, half cover up, create suspense.

People in China appreciate mystical beauty since ancient times.

Therefore, in the product marketing that integrates art and science, the mystery of moderate manufacturing will help product sales.

For many people in Guangzhou, one day in the mid 90s of the last century, the advertisement of "Yangcheng Evening News" and "snow tomorrow" may still be vividly remembered. This advertisement created for the snowflake fan is a typical new product listing case that creates suspense and attracts consumers' attention.

Similarly, Taiwan Sanyang motorcycle is to gain market competitive advantage.

Before the launch of new products, huge ads were advertised in the newspaper for 6 days in a row to alert consumers.

On the first day, a motorcycle advertisement with no label was published in two main newspapers in Taiwan. The inside space was: "do not buy a motorcycle today, please wait for 6 days.

You must consider carefully when buying a motorcycle.

An unexpected car is coming. "

Second, third, fourth days, the same as the sky.

On the fifth day, the advertising content is slightly changed to "let you wait for a long time, regardless of appearance, momentum, durability, fuel saving and so on, can satisfy your wolf 125 motorcycle, is coming, annoying you wait another two days".

Sixth days of advertising, the content is slightly changed: sorry, let you wait for the three Yang wolf 125 motorcycle, tomorrow will be on the market.

On the seventh day, the wolf 125 motorbike was officially launched, and the newspaper was full of huge advertisements.

The market is a big sensation. "Wolf" has become a hot commodity. The factory that created the miracle of sales has gained popularity.

Five, hold high the banner of "technology and price" and enter the market at a low price.

In the pricing strategy of new products, the commonly used methods are high price skimming method and low price penetration method. The former is based on profit purpose and brand specific positioning, while the latter is based on market share.

Therefore, under the premise of pursuing "a good start", it is not a good strategy to enter the market at a low price. Of course, it is equally important for consumers to find a good reason for low prices today because consumers are becoming more rational and familiar with "cheap but not good goods".

The two products that I have operated in Hisense have proved that it is a good reason to use technology to change the price of life.

The first is the pure flat color TV in 1999.

Pure flat color TV has a clear picture, strong sense of image and fashionable style. It is also a trend product of color TV.

But at the time, the flat color TV sold in the market was represented by Konka, SONY, Panasonic and so on. The price was always high and the lowest was 6000 yuan.

Price has become the biggest fetter of Ping Ping color TV entering ordinary people's homes.

Even though hundreds of millions of advertisements are beg ed by manufacturers, the market is still hard to start.

According to statistics from IMI, only 15% of the total number of people who want to buy more than 6000 yuan of color TV in the city, and the family TV ownership rate in the city is over 100%, and the market is too small.

Thus, after careful argumentation, Hisense launched the first pure color TV TC2999A less than 5000 yuan in early August. A "4980 yuan, Hisense Ping Ping color TV home" launched a strong Hisense tide in Beijing, Xi'an, Nanjing and other places, and the phenomenon of buying TV from the market long ago appeared again.

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Beijing, the first day of the listing of light Xidan shopping center, sold more than 20 sets of pure flat color TV sets in one business. Under the second drive, two days, the city sold 1072 sets of Hisense TV.

By the end of 1999, Hisense had seized half of the pure color TV.

Driven by this, Hisense's market share in the yiyikang statistical shopping center rose to 9.7%, ranking fourth.

The second is the inverter air conditioner in 2000.

Air conditioning is still a luxury product in 1999. It is rare to buy frequency conversion. It is less than 5% of the total air-conditioning market. As the largest production base of inverter air conditioner in China, Hisense has become the main bottleneck of enterprise development.

Drawing on the success of Ping Ping color TV, Hisense plans to continue to break through the bottleneck with price.

At the end of February, Hisense announced its two "wage conversion" in Beijing with 3680 and 3880 yuan in the market.

One stone stirred up waves, the media waiting for a long time to get material from Hisense, and almost all the media, the last year's sentence has been interpreted as "3680 yuan, wage conversion home", so that Hisense air conditioning rapidly rose to the second retail list in March, and thus laid the leading role of the second group army.

For the two successful low price market, Hisense, which always advocated technology and quality, set an example of "further technology and price making" for the market. The explanation is that technological progress has led to lower costs, and "let profits" consumers. While guaranteeing that more consumers are guaranteed, Hisense has also strengthened its technological brand connotation.

Six, lover and pitive, clever use of spokesperson.

In 2004, Liu Xiang was one of the most famous people in China, and the "Liu Xiang special edition" cola was also one of the most successful new products.

The creator of this masterpiece is Coca Cola Co, and the principle is "celebrity agent product".

From the 1928 Amsterdam Olympic Games, Coca-Cola began sponsoring.

In order to ensure the success of Athens Olympic market strategy, Coca-Cola began to draft "a draft" a year ago. Its marketing department has a special body responsible for sponsoring sports. Before the Olympic Games, it will go through the draft of Chinese athletes' participation in various wars, and it will undergo a period of screening and careful assessment.

Coca-Cola got in touch with Liu Xiang before he won the bronze medal in the world championships in Paris.

After careful screening and evaluation, Coca-Cola saw his potential and signed the contract in only a week.

During the 2004 Athens Olympic Games, Coca-Cola broadcast every day in the live broadcast of the event, which is played by Liu Xiang and Teng Hai beach.

As the Olympic flame gets hotter and hotter, as Liu Xiang won the first prize in the group and began competing with the Europeans and Americans, it greatly stimulated the consumer desire of the society and promoted Coca-Cola's brand influence and terminal sales.

After Liu Xiang won the Olympic champion, the "Liu Xiang special edition" cola, named after Liu Xiang, was almost sold out everywhere.

There are many similar examples, such as the past Liu Xiaoqing endorsement of the original trump color TV (now TCL), the endorsement of the Great Wall wine by Gong Li, Li Moran's endorsement of 39 Tae Thai and the recent Kim Hee Sun endorsement TCL mobile phone, Jet Li endorsement of BBK, Emil Chau endorsement of Chuang Ji suit, Li Dingdai's cover and so on.

Under the influence of the spokesperson, these products are quickly recognized, accepted and consumed by consumers, which greatly reduces the impact of the market's "distrust barriers" on them.

In addition, Jay Chou's "dynamic zone", which was widely endorsed by Mr. Jay Chou, has to be mentioned.

The location of the dynamic zone is 15~25 year old young people who are indulgent, straightforward, original and self.

In the dynamic zone, this group of young people can communicate freely, express themselves with their own language passwords, and use their new way of life to deduce their specific interests and hobbies, and truly form a community belonging to them, which can lead to a common popularity in the society.

This is the "young people's autonomous region of communication", which advocates "my site, listen to me".

As a new generation singer, Jay Chou's rebellious appearance is a positive, enterprising, modest and dedicated attitude towards life. Jay Chou's appearance and connotation are very consistent with the brand appeal of the dynamic zone.

If we compare the dynamic zone to one person, Jay Chou is his portrayal.

As a result, when Jay Chou's several TV commercials were broadcast in a wide range and high frequency, the brand image and connotation of the mobile zone gradually became clear and clear.

In turn, the dynamic zone, by means of Jay Chou's activities and performances in various parts of the world, has produced a batch of Jay Chou editions produced by users who are only mobile zones.

Jay Chou's new SONY music has also released special gifts for mobile users, Ye Huimei and MV.

In Jay Chou's concert hall, the "dynamic zone" of "my site" was also specially opened up, and gradually made them a sense of community.

Data show that the number of users in mobile zone and Jay Chou's FANS is always intertwined.

After 2004, the number of users in the mobile zone exceeded 35 million.