Gift market, change ideas to have a way out

After the Central Government’s "Eight Provisions on Improving Work Style and Closely Linking with the Masses" and other series of bans on granting public funds, the gift market with local characteristics as a selling point across the country, like the high-end catering market, has experienced rapid cold. In the past, those vendors who depended on public funds to purchase and who would be able to enjoy a good deal of sales at their doorstep were in a loss and could not help.

In fact, because the reasons for this kind of gift market are simple and clear, it is not difficult to find a solution.

The original main consumer market has shrunk and disappeared. Then you must find the target audience in a wider geographical area and a wider population, reposition itself, and then readjust the product, reconfigure the resources, and reshape the marketing model. In other words, the crowd has changed, the products have changed, and marketing methods such as channels have changed. Complaining and waiting to no avail, you must change the way of living.

Break through the traditional concept of specialty products and completely abandon the idea of ​​doing business at home. Currently the market has been seriously affected by specialty companies. The crux of the problem lies in the strategic positioning of “gifts”. From ideas and concepts to marketing objects to marketing models and methods, it has become outdated that everything has always been centered on "gifts." Exaggeration point, it is the positioning of gifts, special products companies are not far, do not do a big "ghost hit the wall!"

Under the narrow concept of gift marketing, the marketing of specialty products became the following: First, the market area is limited, generally limited to the city of this county. The specialty products were born because of the local, "My specialty" and the thought of sitting at the door of the house were serious. Unconsciously, the sales area of ​​the product was limited. The physical distance from the production site to the terminal is very short and has never gone far. The sales channels and terminals are single, relying on local specialty gift shops and low-end circulation channels; second, the target population is not wide, and consumer motivation is single. There are only three types of target consumer groups: party and government agencies and public institutions to buy and give gifts, local consumers visit friends and relatives during the New Year, as well as early adopters and early purchases of tourist souvenirs. Third, the product consists of dosage forms and capacity. To the packaging, only taking care of the needs of the gift market, the actual daily consumer demand has not been stimulated, the daily consumption is not convenient, and even the packaging is too luxurious, the form is greater than the content; Fourth, in the dissemination, relying on "special" to sell " Specially, "it's just like everyday eating this kind of good stuff is not right; Fifth, because of the main purchase of public funds, the company's marketing team is not perfect, not diligent, waiting for customers to come to the door, laziness is the normal state of these companies.

These companies are committed to the gift market with a single mind. Their marketing strategies are single and narrow. Local characteristics have become a constraint factor. They stand at the door of the house selling jewels, and the marketing ideas for drilling gifts cannot come out. Eyesight and ideas are not open. In order to open up a new situation, specialty enterprises must break through the traditional concept of gift marketing, completely abandon the idea of ​​doing business at home, look for changes, and change is the only way out.

Open the train of thought, natural sales - from specialty products, gifts to daily fast-food ideas to determine the market.

Open the mind, gift companies need to divert their energy from the gift market and invest in the broader market. Turn gifts into fast-digesting foods, from products and product packaging, to channels and terminals, to marketing communications models and marketing teams, and make corresponding adjustments and changes. Work is done and sales come naturally. The key to summing up the three sentences is that products should be eliminated quickly, channels must be long, and teams must support them.

The product needs to be eliminated quickly. In terms of products, we can't only adapt to FCL sales and the pursuit of a decent gift model. We must change the product's dosage form, size, and packaging to allow consumers to consume at any time.

The same product, the gift consumer market and the general consumer market are very different in their products to meet the consumer's "eye", that is, the two consumer's consumer demand focus is different, the main needs and minor needs The arrangement order is different. The gift market is sold in FCL. The image, price, etc. of the product are focused on FCL. The exterior packaging box requires beautiful and crisp appearance, showing the quality and value of the product. It should not be too soft and strong, with handles on the box for gifts. The general consumer market is dominated by scattered sales. Its product image and price are focused on single bottles and single bags, attracting consumers to purchase them at any time and at any time.

The channel has to be long. In the market area, we must look at the whole country and even the world. Valuable good products are not only gifts, good products only from the origin to expand the gift to the country as consumers of ordinary consumer goods, only to usher in the early adopters sent to the country's daily consumption, the market is broad, sales are expected to As a result, companies have ample room for development.

Therefore, in the channel construction, while distributing special channels such as the gift market and tourist attractions, the company has also broken down the restrictions of specific consumption channels. It has also been able to distribute goods in conventional channels such as supermarkets and circulation, so that consumers can easily purchase and make them become A living habit.

I missed you in the early days of the business, while building a store, while vigorously developing franchisees. In 2010, I really want your franchise business model to achieve sales revenue of 91.86% of total sales revenue. This kind of channel model is in line with the ideal gift market in the early days of the date, and is mutually supportive.

Now that the gift market is declining, franchisees have seen diminishing returns. Imagine that the date industry has decided to transform the target market, products, and channels, and that the jujube products will be moved from the marginal categories into the eyes of everyday consumers and consumer interests. , electricity supplier layout. At present, I really think that you have more than 2,000 outlets in Shangchao, and e-commerce channel revenue has grown rapidly. In the first half of 2013, it increased by 747.83% compared to the first half of 2012. Last year, "Double 11", the company achieved sales revenue of nearly 10 million, O2O model is also in the promotion.

The team must support it. All marketing issues, such as the difficult transition of the gift market, are, in the final analysis, human problems and team problems. Talents and teams are often the shortcomings of gift companies and they need to be filled.

Gift companies are mostly in the growth period, and their backbones are mostly made from the place of production. The production and technology are the foundation of their starting. Relatively speaking, the marketing ability is relatively weak, and they are incapable of meeting market changes. How to do?

Choose a leader and pull up a team. First, it is very important to choose Li Yunlong's head. With sales professionals who are experienced in combat, good at managing the team, and capable of leading troops and convincing the team, they will avoid detours. Just as the Three Kingdoms Liu Beiduo Zhuge Kong Ming assists, to achieve one-third of the world has one, with Li Yunlong, the independent group can howling, how to get "Li Yunlong"? Material interests are the foundation, needless to say! However, what is more important is to “engrave the banner” and “paint Albert” and use the blueprint to attract the Golden Phoenix. Use “comprehensive hegemony” to capture his heart and use “blessed sharing” to retain his people! Li Yunlong can not be met. One needs to rely on headhunting companies to intervene; the other is to ask friends in the industry to introduce; third is to go to excellent companies to dig talents. "Li Yunlong" arrived, the marketing team has completed a key step.

With a qualified leader, we can scientifically build organizational structures and recruit core players based on the company’s product structure and market layout, such as sales directors, regional managers, marketing managers, and large account managers.

How big the heart is, how big is the stage. From local specialties to gifts, you have succeeded, from gifts to consumer consumer products, I believe you will be able to succeed!