If an enterprise has no consumers, it has no value of existence. Is this correct?

Can't the product be sold? Enterprises have no value in the market!

Fei Yu

What kind of product is a good product?

Is it quality? Is it technology? For many enterprises, it is probably a contradictory question whether enterprises feel good or consumers feel good.

Especially in the market of China, selling well is not necessarily the best quality of similar products. This kind of contradictory situation really makes many business owners very entangled. What should they do to make their products more acceptable to consumers?

In fact, in the final analysis, the product has no vitality and cannot be recognized by a wider range of consumers, or it is caused by the boss's poor marketing.

Now the streets are full of homogeneous products, and everything is developed and produced to meet the demand. On the surface, the potential market should be infinitely vast, but the real market is desperate. How can your own products stimulate purchase, guide consumption and expand desire? It can be said that most of your energy needs marketization, which reminds you to find strategies and methods, management and services different from others, as well as related targeted and lethal publicity methods and profit models. On the contrary, if these conditions are not met, more products will only increase inventory pressure and nominal psychological comfort. To put it bluntly, it is a pile of waste that cannot be turned into real money. Consumed so many resources, a lot of energy and manpower, but got nothing. You really can't blame others. After all, you are a layman in the market.

In a month's time, I attended five marketing summit forums on business as a guest. I have come into contact with many business owners, and I have heard all kinds of puzzles and troubles in their operations, and I am quite touched.

It is not easy to produce every product that embodies the efforts of business owners. Of course, products are produced to face consumers, achieve sales and profitability, and have a sustainable development. To this end, many business owners have confidence in their products, but have no confidence in the marketing of their products. I don't know whether to follow the imitation or find another way. In fact, I'm afraid I've missed a good opportunity for them to wander around and occupy the market.

In fact, marketing is what you should pay most attention to at present.

In the era of surplus economy, the most important thing in the market is products, which I have repeatedly emphasized on various occasions, but many bosses are blind in this respect and always think that their products are good and great. But to be honest, for the market, no matter how many technologies, patents, processes and quality you have, if you can't meet the needs of consumers cognitively, you will naturally not be recognized by them.

Many enterprises began to exert their efforts in marketing, but basically failed, because they didn't understand that the essence of marketing was innovation in form and differentiation in connotation. They follow others or do things with their own old experience. They are formal, they may feel very lively and satisfied, but they can't impress innovative and distinctive consumers. To put it bluntly, your own interests are harmless to consumers, and of course it is difficult to stimulate consumption, so everything you do around it has become self-entertainment.

The boss of every enterprise also hopes that his products will last for a long time and have strong vitality, instead of not entering the market at all or being eliminated in a few days. Enterprises that can actively find ways to seek external help should be said to be wise. If they can't solve problems by themselves, they should find experts and teams to help themselves and integrate many resources.

Teacher Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, pointed out that how can small and medium-sized enterprises survive in the face of further standardization of industrial policies and the resulting difficulties and changes? It is only a matter of time before we find a way to create a "win-win marketing ecosystem", realize the foresight of the rapid development of value chain and ecosystem, turn the refined operation around content into lean operation, and break a new path.

The so-called "win-win marketing ecosystem" is not difficult to understand. We should know that a harmonious and win-win ecosystem will be a system of mutual benefit and promotion. In the domestic enterprise market, there are not only brand manufacturers, but also provincial agents, distributors and terminal retail channels. The * * * winning strategy put forward by the enterprise is the power source of the whole system, which drives the whole industrial chain to run in an orderly manner, maximizes efficiency and creates profits.

Take cosmetics for example, its role positioning is somewhat similar to that of a helmsman. Dealers at all levels are the first mate, and the retail channel is the sailor who paddles, controlling the direction of the ship from a height. But in order to reach the other shore smoothly, the first mate and sailors are indispensable. Only by helping each other in the same boat can we ride the wind and waves. Especially under the pressure of similar brands, we should keep the concept of * * * cooperating to win.

When it comes to building a * * * winning marketing ecosystem, it needs five latitudes: reasonable product planning, improving the winning space of * * *; Build a stable and efficient * * * win channel; Accurate price strategy promotes * * * to win; Strong promotional activities to achieve * * * victory; Quickly build a * * * win-win supply chain. These five latitudes are like five fingers of a fist, which are interrelated and indispensable, forming a five-level booster of "* * * winning marketing ecosystem".

First of all, in product planning, the products with the best factors such as innovation, cost and speed can stand out, and at the same time, we should avoid falling into misunderstanding. Increasing the sales volume of products in their life cycle and designing star products that can continue to sell well can maximize profits for manufacturers; The principle of economies of scale in economics also shows that the greater the sales volume, the thinner the cost and the richer the profit.

The second is to build a win-win channel with stable business efficiency, and fully reduce the operational risk of the channel through unified policies and adequate information sharing. In addition, accurate price strategy promotes * * * to win, and it should be close to the mainstream price system in determining the product price scale. At the same time, the price of products must focus on the latitude planning of time, and adjust the price in time at different life cycle stages of products in order to maximize their profits. Dealers can also benefit from it and achieve a win-win situation.

In addition, a strong promotion offensive is essential. In marketing, we should pay attention to push and pull. There should be both the "push" side of brand image promotion and the "pull" side of terminal promotion. Only in this way can we improve the inventory turnover speed and minimize the cash occupation caused by inventory and the profit loss caused by price drop.

In fact, enterprises are a collection of resources, and the competition among enterprises is centered on the competition and utilization of resources. In a certain sense, being an enterprise is the integration of various resources.

Therefore, the market position of an enterprise depends not only on the quantity and quality of its resources, but also on its utilization efficiency. The former is a necessary condition for the production and operation of enterprises, but it is not directly proportional to the market position of enterprises, otherwise there will be no phenomenon of getting twice the result with half the effort and defeating the strong with the weak; The latter is the key to keep the enterprise's lasting competitive advantage, the real reason for defeating the strong with the weak, and the concentrated embodiment of entrepreneur management efficiency.

Therefore, in the fierce market competition, being good at integrating internal and external resources is the only way for enterprises to win competition and accelerate development, and it is also a key measure with less investment and quick results.

In addition, if we want to have products with market demand, we should not only understand and deepen the user's thinking, but also evolve the user's needs into specific consumption scenarios, which must conform to the consumer's mental imagination in order to arouse the consumer's desire to use.

The consumption scenario should at least:

1, the depth perception and satisfaction of users' pain points;

2. Mining and guiding users' invisible needs;

3. Experience feedback and design improvement with full user participation.

If our products can be personalized to the greatest extent and hit the emotional connection between users and customers, good products will really start to speak.

At the recent roundtable on leadership innovation held by Wharton Business School, when someone asked, what is the single most important factor of innovation in their respective industries? Robert Henriksen, CEO of a large global insurance company, thinks this is marketing. "In our line, marketing is the king of success or failure. I mean real marketing activities, not sales support. In the United States, insurance companies are supported by marketing work. All departments of the company must realize that the company is a consumer-oriented enterprise, and we must predict the needs of consumers and put forward creative ideas. "

This sigh shows the market driving force of marketing in the pursuit of product development and value innovation.

Paul Hoffman once said that it is unrealistic to realize national industrialization by establishing factories, and you must realize national industrialization by establishing markets. In fact, in China, this can be found in the business activities of enterprises. For example, Ren Zheng Fei of Huawei and Dong Mingzhu of Gree have made excellent practitioners who have a market before a factory.

In the economic development, if the economic factors such as resources, capital, labor and technology are compared to Hamlet, then entrepreneurs are the "kings" who dominate the combination of these factors.

Schumpeter, a famous economist, pointed out in his "On Innovation" that entrepreneurs are the kind of people who have adventurous qualities and undertake innovative functions. Their activities are creative. Although they may not always succeed, they always try to take up new careers, explore the future and look for new investment opportunities. They have foresight, creativity and courage. They may not be scientists who invented new methods, but they are people who successfully introduced new methods; They can see the potential market and potential benefits, and make decisions according to the size of risks and the level of returns.

The innovation activities promoted by these entrepreneurs are the spontaneous factors of a country's economic growth, and the so-called "capital formation" is only the inducing factor of growth.

Now, how to stimulate purchase, guide consumption and expand desire with your own products can be said that most of your energy needs marketization, which reminds you to find strategies and methods, management and services different from others, as well as relevant targeted and lethal propaganda means and profit model. On the contrary, if these conditions are not met, more products will only increase inventory pressure and nominal psychological comfort. To put it bluntly, it is a pile of waste that cannot be turned into real money. Consumed so many resources, a lot of energy and manpower, but got nothing. You really can't blame others. After all, you are a layman in the market.

In fact, the most important thing in the world is the product, and the key is to have a good method, which can often save and prolong the fate of the product.

At present, based on your own actual situation and existing conditions, there may not be a good method, so you should quickly find a really practical external brain to help open the market door and make the product stand the market verification. No, for more than ten years, in order to avoid market risks and obtain a benign living environment, many enterprises have formed a strategic partnership with Lange Zhiyang International Marketing Consulting Agency. Of course, out of trust and responsibility, we use low-cost marketing to help enterprises build their core competitiveness. On this basis, all marketing work revolves around "precision, precision and lean" to meet the persuasive, inflammatory and lethal market demand. Let's get to the point. Everything we come up with is practical from a practical point of view. Enterprises naturally make money, and really feel that it is great luck to find a suitable external brain.

Recently, Lanzhiyang International Marketing Consulting Company conducted new product research in Shanghai, Wuxi, Changshu and other places. Most products have been strictly monitored, approved and recognized by relevant state departments, and consumers' feelings and feedback are good, not to mention word of mouth. But why are they so unlucky?

In fact, the reason is very simple.

Enterprises do not have market-oriented, customer-oriented system planning, targeted marketing strategy planning, accurate tactical planning based on actual combat experience (be careful not to mislead others' children's creative planning), and finally left countless failure cases in the market. In the survey, we also found that some companies have begun to pay attention to customer share rather than market share, and some of them have also come up with new methods to strengthen "cross-marketing" (that is, when consumers buy a product, they will be asked if they want to buy peripheral products by the way) and "advanced marketing" (that is, when they buy a product, they will be asked if they want to buy similar products with higher price and higher grade). Companies can gain the views of market segments and customers by using newer and more effective database means.

To be sure, the era of eating all over the world is over now. Many bosses don't care, don't innovate, and subconsciously fantasize about winning with one move and making a single breakthrough. How to realize the marketing dream easily? Your products and services lack diversity and flexibility, your strategies and tactics cannot be organically integrated and interacted, you lack detailed understanding and grasp when you are confused about the details in the mass market or mass market, and the industrial chain and value chain of enterprises cannot provide timely, effective and targeted information. Will their living conditions be safe?

At present, many enterprises have poor product positioning and unclear selling points, which are not lethal to consumers and cannot stimulate consumption. For example, a product has many functions, but what kind of functions should be the focus of publicity and what kind of people should it be promoted to? These are all homework that should be done before selling. It is better to break them one by one with specific goals, which is much easier than looking for a needle in a haystack. With positioning, we can further determine the next selling point, mode and what kind of targeted services. You know, there are many products on the market now. Without differentiated positioning, clear selling points, unique models and attractive services, how can we stand out among many products?

Teacher Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, pointed out that in recent years, experiential marketing is the most concerned marketing model in the industry. However, what is experiential marketing? The so-called experiential marketing means that enterprises focus on service and use commodities as materials to create unforgettable feelings for consumers. According to kotler, the three motivations that can stimulate consumers most are thought, sense of accomplishment and self-expression, and experiential marketing is essentially to create satisfaction for consumers in these three aspects-thought, sense of accomplishment and self-expression. A brand that can communicate with consumers and communicate with consumers in two directions is far more influential than a brand that only deals with consumers unilaterally, because the former not only embodies the efforts of enterprises themselves, but also integrates the personal elements of consumers. Such a brand is not simply owned by enterprises, but owned and enjoyed by enterprises and consumers. Experience marketing is different from traditional marketing: traditional marketing mainly focuses on the powerful functions, beautiful appearance and price advantages of products; Experiential marketing, on the other hand, is based on life and situation, shaping sensory experience and thinking identity, so as to seize consumers' attention, change consumption behavior and find new survival value and space for products. In fact, experiential marketing is a kind of behavior, including enterprises from product development, design, production, we must consider providing consumers with the greatest benefit value in every detail of marketing, such as excellent quality, personalized packaging and so on. Let the customer experience rise to the height of value, and complete products and complete experiences can provide complete value. In other words, it is not only to provide consumers with preferential prices, not only to provide consumers with products, but also to provide consumers with experiences. This kind of experience is not provided by you alone, but you provide the stage to create this kind of experience with consumers, create beautiful memories and create more things.

At the same time, experiential marketing is also an idea, but also a practice to meet and create consumer demand.

"Want to sell something? First of all, it must make people happy. " In the book "Megatrends", John? Nasbit put forward the idea of integrating emotion into consumer experience.

At present, the market in China is quietly changing, such as customized marketing and consultant marketing advocated by some enterprises, which are the embryonic forms of experiential marketing. The core characteristics of these new marketing are to emphasize pre-sales and after-sales service, promote product sales with humanized service and maintain consumer loyalty. What do consumers of products really need? It's actually quite simple. What they need is a caring, nanny-like personalized service plan, not an empty slogan promise.

The competition in 2 1 century is the competition of service experience, and experiential marketing will surely create a new pattern of China marketing in 2 1 century.

Usually we can divide the experience into four aspects: entertainment experience (singing and dancing, etc. ), educational experience (tell consumers what their products are, how to use them best, and so on. ), escapist experience (drinking tea, playing ball games, etc. ) and aesthetic experience.

The combination of these four experiences is a complete customer experience, but many people don't understand this, thinking that an activity is an experience, a promotion is an experience and a good service is an experience.

In fact, experiential marketing is a systematic marketing ideas, which takes service as the center of gravity and commodities as props, providing consumers with a consumption situation, leaving unique and beautiful memories for consumers through their participation and interaction in the situation, and finally achieving the process of loyal purchase.

So, how to do experience marketing well?

Constructing a perfect "experience marketing value chain system" is the foundation of doing experience marketing well.

Small and medium-sized enterprises should understand that a complete product should include three levels: one is the core product, which provides consumers with core functions (such as product functions and features); Second, peripheral products that help consumers understand and use (such as instruction manual and quality guarantee). ); Third, extended products, which are not directly related to core products (such as sales staff, shopping environment, services, etc.). ).

For the customer, only when these three levels are met can it be called a complete product, and he can get complete value from us. For example, when you walk into McDonald's, the environment is clean and tidy, elegant music is playing, and the children's playground is full of laughing children, and the waiter greets you with a smile. These are an experience and a part of customer value.

Therefore, when the experience and the product stick together and consumers feel that the experience is more meaningful than the product or service itself, the experience becomes the key factor for consumers to make choices. For example, a house seller told a customer: You can see trees from the kitchen, from the bedroom and from the living room. At this time, the scenery of trees has been integrated into your experience, and the house itself may become less important to you.

The core of experiential marketing should be to make consumers experience products/services better, not to consume products/services themselves.

As an enterprise, all kinds of tangible and intangible services provided to consumers are one-way, which can be regarded as an incidental product of the enterprise acting on consumers, rather than mutual trust and interaction; And "experience"? Physical fitness means practicing and taking exams, which means that you have to go through such a process.

Therefore, every link of consumers' contact with us is experienced, which should be placed in a particularly important position. We should design good situations at these key contact points to deepen consumers' impression and enhance consumers' brand preference and loyalty.

First, the experience mode is fixed.

Experience is to create an impression, but it must be solemn, powerful and infectious. We call it a "critical moment" or a "real moment". To this end, we must do a good job. Here are two words, one is cool and the other is unique.

How does the experience solidify? Curing is very simple. We record the process of customer experience or take photos, which is solidified. The purpose of solidification is to create beautiful and unforgettable memories for customers! Personalized service must be transformed into a complete customer experience, and ordinary service activities must be transformed into unforgettable "performances".

For example, a group of people go to a restaurant for dinner, a person celebrates his birthday, and his relatives and friends all come to celebrate his birthday. At this time, you can put up a sign in front of the restaurant: This restaurant is honored to receive XX's birthday party; Radio broadcast: Today is XX's birthday. All our staff wish her a happy birthday! Chef, security guard, waiter, etc. Singing for you in work clothes. The general manager specially sent you a dish, and then asked the photographer to take a group photo for you for free ... so her experience was strengthened, and all his friends around him were moved and willing to come to your restaurant. At this time, eating itself is not important.

This immobilization refers to the implementation of services from beginning to end, and it is forbidden to fish for three days and dry the net for two days. Experience is basically an important window to display products. Guerrilla experience is not good, otherwise, the product itself will hurt the most in the end.

Second, the experience mode is vivid.

In this era of social media, it highlights the humanity, personality and initiative of consumers. Enterprises can create new business opportunities and win greater development as long as they can attract attention and market attention with interest, entertainment and popularity, induce customers to buy with altruism, values, concept drive and value recognition, change customers' inherent views with innovative thinking, break the existing market balance, and guide the market and consumers to pay attention to their product characteristics through interactive entertainment.

The so-called vividness of experience means that all services should focus on the theme of humanity and affection, from "please come in" in the past to "go out" now. Enterprises staying in hotels often claim to be after-sales service, follow up regularly and pay regular visits. However, such a way of communication through telephone lines is far from satisfying consumers' increasingly critical consumption psychology. Instead, we approach consumers, listen to their voices and provide them with intimate and intimate communication, which not only meets the psychological needs of consumers, but also meets their spiritual needs. Once these two aspects are greatly satisfied, are you worried that consumers will not become loyal customers of products?

Enterprises should understand that a good experience will remain in consumers' minds for a long time, and experience is a unique and personalized feeling. You have your experience, I have my experience, and the experience can't be copied. Only memories are precious, and consumers are willing to pay for this "personalized experience". So personalized products are the most emphasis on experience. For example, when we are eating and drinking, the brewer brings you wine, the chef wears a hat to serve you personally, and writes that he has cooked this dish, etc., which also reflects the personalization of the experience.

Third, the way of experience is diversified.

Because experience will involve customers' sensory and emotional factors, as well as rational factors such as intelligence and thinking, and experience is the result of a person's experience, experience or life in a certain scene.

Therefore, the experience should be customer-oriented, understand the deep thoughts of customers, and must echo some deep desires of consumers to stimulate something that already exists in his heart and get his response. Customer-oriented is to look at your products and services from the perspective of customer experience, and finally shock them and touch them.

Consumers don't know whether the product ignited their desires or whether the product responded to their desires. Just like in the past, there were only flat rooms without duplex rooms, duplex rooms sold well as soon as they came out. Is it because consumers already need duplex houses, or because duplex houses stimulate consumers' desires? It's hard to tell. Only in a duplex house can consumers make judgments and decisions with this all-round experience.

In the past, under the banner of service, some enterprises engaged in preferential lottery, free travel abroad, large-scale popular science and so on. The name is very loud, but there are almost no responders. Even if there are people who participate occasionally, it is nothing more than a little benefit promised to you, and it is nothing more than fun. The promotion of product brand sales is nothing more than a waste of people and money. On the contrary, engage in some meaningful and popular public welfare activities, such as theme draft, prize-winning solicitation of advertising terms, essay writing, calligraphy works, life speeches and so on. , can quickly enhance the popularity and reputation of products, with the minimum cost to obtain the maximum effect.

However, it should be noted that experiential marketing cannot be separated from brand concept. Therefore, the experience must first set a "theme", and all marketing strategies are based on this theme. This experience theme does not appear at random, but is carefully designed by experiential marketers, which requires a series of management processes such as strict planning, execution and control.

Fourth, experience mode innovation.

Driven by the consumption upgrade at this stage, the long-standing consumption pattern will be corrected, a good consumption experience will become the core element of business model construction, and the trend of consumption customization is becoming increasingly obvious.

Experiential marketing is not only limited to the establishment of an experiential marketing team by enterprises themselves, but also can broaden our thinking and carry out activities similar to looking for product consultants from consumers, thus changing the tradition that enterprises have the final say on the effect of their products, and finally giving the judgment to consumers, and www.globrand.com's products are naturally brands that can gain a foothold in the market. Through such a brand-new reverse right service model, we can give full play to experiential marketing and word-of-mouth communication.

As mentioned above, experience is to let customers interact with us, participate in our situation and create value together. In experiential marketing, enterprises and customers can't distinguish between subject and object, and they all play a play together: the role of enterprises is playwright, everyone is an actor, products are only props in the play, and the whole enterprise and shop are a stage, and everyone creates value together in the "play". Drama is like life, and life is like drama. When we really "act", "play" is also life.

In a word, experience is an independent and personalized value, which is more valuable than the product itself. It is created by us and consumers. Just like Philip. Kotler said: Marketing is not selling your products or services, but creating consumer value.