Maintain Channels And Do Network Marketing Well

< p > we think the key points of marketing lie in the following three aspects: < /p >

< p > < strong > 1., to talk about the brand image, we must pay close attention to the customer's image < /strong > < /p >.

< p > customer relationship is the most complicated and persuasive relationship in market relationship.

The image of customer relationship is the use value image of the partners in the other's mind, which determines the choice of partners.

Although a good brand can play a certain role in promoting the image of a dealer, it is not the self image of the dealer itself.

Dealers can choose this brand or choose that brand, which is chosen by the dealer's own corporate image and marketing strength.

On the contrary, for a manufacturer, the ability to choose a distributor depends on its brand image and the marketability and profitability of the product.

Only when these two sides attach importance to each other and depend on each other and develop together can they achieve unity and become allies.

The reason why GN has been out of stock for six months in 1998 is still able to regain most of the competitive market. It is because dealers have not fully lost confidence in its a href= "http://www.91se91.com/news/index_cj.asp" and customer image /a, and hope and confidence in GN's market competitiveness and actual profitability.

After the impact of low-priced water from the end of 1998 to July 1999, the image of GN's customers was seriously damaged. Dealers began to suspect that manufacturers were making use of distributors, resulting in doubts about whether GN could make money.

Therefore, it should be said that good customer image is an important part of brand image.

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< p > < strong > 2. can not be ignored: the profit level of sales channels relative to competing products < /strong > < /p >

< p > GN for a variety of reasons, the factory price of its series products has always been higher than its main competitive products for a long time, and it can still create outstanding performance of competing products, and its relatively stable price system can not play an important supporting role.

But in the late GN Yunnan market, the decline of water sales led to the decline of its sales. Apart from the chain reaction, another important factor was that GN overestimated the replacement effect of the more successful EC milk on the AD milk of the same nature, and artificially eliminated the still very sought after AD milk, hoping to defeat the strong opponent of single breeds (only AD milk) in one fell swoop.

It was found that after EC milk had been broken for a while in AD milk, sales volume was not only rising but also exhausted, and forced to resume the supply of AD milk.

However, this mistake has given it an excellent opportunity: the low price advantage of competing products itself is more like a duck to water because of the high price of EC milk, and sales and market share are rising rapidly, and soon GN is left behind. When GN is back to supply AD milk, the momentum has gone, and dealers have no chance to return.

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< p > at that time, as far as Yunnan market was concerned, GN's AD milk was a prosperous variety, and only this product was most competitive for competing products.

Therefore, dealers have advocated that AD milk should be pressed to the lowest price, compete with competing products, increase the market share of GN, and make profits from the lower profits of AD milk, and make up for the higher profits of EC milk.

But unfortunately, this proposal is laughed off by those who believe that the alternative strategy can kill the other party.

In fact, the "substitution strategy" only takes into account its own product advantages (EC milk is a new generation of products added to the new ingredients on the basis of AD milk), but ignores the competitive advantage of competing products.

In the case of the same quality and the same retail price, retailers will surely choose low price and high competitive products, and retailers will naturally be willing to sell higher profit products first when the brand is not one-sided to the point of purchase.

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< p > the main line of marketing is to construct a price system that first can be accepted by consumers, which can make both manufacturers and dealers profitable, and maintain the system well.

The key to this system is the terminal selling price (retail price) that consumers can accept.

At a certain retail price, the profit level of dealers is an important reason for product sales.

The high profit level is less than a href= "http://www.91se91.com/news/index_p.asp" > distributor > /a > investment, enthusiasm is high, products go well, vice versa.

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< p > respecting consumers and ensuring the interests of dealers must also reflect the interests of manufacturers. It is almost impossible to achieve complete reunification between the three.

To solve this contradiction, we can only take advantage of the difference of consumers' level to give full play to the advantages of product variety and take the way of profit and loss and average profit level to compete.

We might as well call this method "hierarchical marketing", that is, according to the price level of products, the products are divided into main products, profitable products and image products.

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< p > main products (such as GN's AD milk), that is, to occupy the market at a low price, to control competition, to attack popularity and sales volume, to make production or sales reach an ideal scale quickly, to maintain capital loss or even to lose money, so as to open up channels, open markets and suppress competing products.

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< p > profitable products (such as GN and EC milk, because of the same level of competition, can raise the level of profitability), that is, at a reasonable profit level, they will quickly arrive at the consumer terminals along with the sales of the main products, and occupy the new market that the competing products can not enter for the time being. They seek both sales volume and profit, play the scale benefit, widen the gap between competing products, and accelerate the development and growth of enterprises.

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"P" image products, that is, enter the market with high quality and high price, sell with the sales network, attack the brand image construction, win the excess profits, and establish the brand image of high quality and high return, and enhance the competitiveness and development potential of the enterprise.

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< p > main products, profitable products and image products may change alternation at different stages of competition.

When the main product is over competitive, the profit is seriously diluted, the market shrinks and the sales volume falls seriously, it will lose its meaning and be eliminated. At that time, the profit product may become the main product because of the intensified competition and the average profit level.

Of course, the law is not fixed, it depends on the situation and results of market competition.

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< p > < strong > 3. marketing is not only the rate of distribution, but is the only way to promote consumption. < /strong > < /p >

< p > the most important life and death of products entering the market is consumption. Without consumption, there will be no terminal sales. The stagnation of retail will inevitably cause dealers to go to manufacturers.

A well-known fruit juice in Yunnan market, from more than 80% of the a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > /a >, until a year ago, the distribution rate almost fell to zero. On the surface, the fruit juice market is not yet mature, but we think it is very important that the factories and merchants, especially the general distributor of Yunnan Province, do not want to really work underground. The short-term behavior in the distribution of channel interests is very obvious.

After the distribution rate, although some advertisements have been sporadic, they are basically dealing with the strong demand of distributors, resulting in the overall effective advertising support being tardy, which eventually leads to the wholesale return of retail terminals because of unsalable sales. Distributors everywhere have to accept the return of goods from the long-term interests of maintaining customers' situation, and thus suffer from varying degrees of economic losses.

The juice from the market to the full atrophy and rout, but only a year before, finally did not become popular in Yunnan.

This has taught many dealers that manufacturers will not make market development before they have invested or put in a real position.

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< p > many manufacturers have the idea that advertising is also a waste of money when goods are not rolled out.

We can not agree with that.

One advertisement can not be immediate. It has a subtle process. It should be propaganda and guidance, and reduce the resistance of market introduction. It should be advanced rather than lagging behind.

The two new products are listed on the market. Even with advertising support, the market is difficult to work.

The delay in advertising may lead to unsalable products, and retailers will not be willing to sell again if they feel bad about the product.

This is what we call the market "sandwich rice".

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< p > therefore, marketing should pay attention to the work of marketing while giving full attention to the consumption promotion of the terminal.

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