Huang Qun now needs to find a marketing expert to solve the doubts in his heart. Why is the response after the new product is put on the market is far less exciting than originally envisaged? Is the market research result wrong, or the company's business strategy needs to be adjusted? So he began to hesitate: If the situation does not improve, it is wise to continue to target the target market, or whether other marketing methods should be adopted to make more potential customers understand the company and the new product.
Huang Qun is the owner of a metal cutting tool manufacturer. The company produces large metal cutting tools such as lathe cutting tools and drilling pressure heads. Although the company's sales are not particularly prominent, it can only be regarded as a small business in the industry, but Huang Qun is proud of the company's product quality is recognized.
But now, he is troubled by whether the company should continue to produce new products.
This is because the competition in the cutting tool industry of Huangqun is very fierce. The company must not only face other professional manufacturers, but also large domestic and foreign manufacturers, although cutting tools are only a small part of these large manufacturers. Adequate market competition leads to convergence of product specifications, quality and even price. But the profit of standard products is very low. On the other hand, he noticed that more and more customers are going to small mold shops to customize special cutting tools. These cutting tools are made of computer-controlled equipment to meet the different special requirements of each customer. These requirements are not possible for mass production. Reached.
Huang Qun is tired of being struggling to cope with strong competition. After all, the company cannot achieve the economies of scale of large manufacturers. So he began to consider the transformation of the basic strategy.
Although he does not intend to become a manufacturer specializing in custom products, at the same time he feels that this trend may indicate the development of new markets, because this market is too small for large enterprises to be profitable, but for companies like him. It may be a rare opportunity.
Huang is a thoughtful person. In order to verify the correctness of his judgment, he hired a market research company to help investigate, and hired two specialized market developers to contact potential customers to demonstrate whether the production of specific cutting tools is sufficient. More orders guarantee profit. The feedback is very appealing, and reports from market research firms show that the new sector can increase the company's sales by 65% ​​and 90%. The research report also pointed out that although most large companies using cutting tools buy goods directly from the cutting tool manufacturers, they still need to buy some special products, although the number is not large, but it is stable. These tailor-made products increase productivity and reduce processing time and time.
The same news from market developers is also inspiring. They told Huang Qun that many manufacturers, regardless of their size, have special cutting tools. Although they used to go to small mold shops and didn't think about finding professional manufacturers. But it does not refuse to order from professional manufacturers. In particular, the specific lathe operators particularly welcome these tailor-made cutting tools. They say that if the cutting tools have already been produced, they will help to persuade.
All feedback encourages Huang Qun to continuously add high quality new products to meet the ever-changing user needs.
The small test Because the company's customers are widely distributed, Huang Qun used to hand over the distribution and sales of products to a large national chain, which can save storage and transportation costs. However, the drawback is that due to the large size of the large chain stores, the customers are quite complaining about the timely delivery, and the technical support is also inferior to their peers.
However, Huang Qun felt that he had been very happy with the chain, so when he received several complaints about the lack of technical common sense of the chain's salesman, he did not think about adding new partners. The solution he proposed was to solve this by adding a specific detail to the electronic catalog.
It is not these complaints that really make Huang Qun feel annoyed, but the profits that are falling. Sales of new products were not as good as expected, although all previous research reports indicated that his products are well suited to the target market. But the cost of producing small quantities of special cutting tools, as well as the cost of market development, has greatly weakened the company's profits. So he began to hesitate: If the situation does not improve, is it wise to continue to target the special cutting tool target market, or should it take an advertising campaign to make more potential customers understand that the company is a new special cutting tool purchase channel?
The consultation was that Huang Qun entered a marketing consulting company. After listening carefully to Huang Qun’s remarks, Mr. Jian, a marketing consultant, believes that Huang’s business strategy is correct, in line with the laws of modern market development, and has a modern business philosophy. The reason is that it can meet the individualized needs of consumers in the cutting tool market; after further subdividing the market, it can find new demands and fill the unsatisfied gaps in the market; with the further improvement of production specialization and specialization of demand, this The specific requirements of the cutting tool will inevitably form a scale to achieve mass production and realize enterprise benefits.
To this end, he believes that Mr. Huang’s move is a keen expression of the industry market, but why is there a situation of poor sales? Jane believes that there are several main reasons:
1. The sales channel is too narrow. It is a mistake for the factory where Huang Qun is located to pin all sales and hopes in the chain store, because it is equivalent to letting the first line of sales be given to others, and it is not flexible and timely in the back of the market. The market adjusts its market strategy and product strategy according to changes in the market.
2, product service can not keep up. Although large chain stores are huge, they act as agents and represent a wide range of products, and special cutting tools are neither specific nor professional in terms of service. A new product (or service) can't keep up with the service during the marketing period, and often receives complaints from consumers. Then, how does it make customers satisfied to meet the needs of the market? What about creating your own brand?
3. Market promotion is not in place. Marketing is an important way for products to create brands and improve sales. If the market promotion is not in place, even if there are excellent products and perfect after-sales service, consumers may not know.
Summarizing the above situation, the marketing consultant Mr. Jian’s suggestion to Huang Qun is that in the face of the current market conditions, enterprises can’t face the market “stand by†and should actively participate in the front line of the market, deeply understand the market dynamics and grasp the concept of consumption. Comprehensively analyze the market, formulate practical sales plans and service strategies, and try our best to meet the needs of the market so that customers can be satisfied to the greatest extent. Including the quality, design, styling, price, service, etc. of the product close to the customer's psychological needs. After having a hard product and perfect planning, the next job is to promote the market, promote its high-quality products and perfect services through effective channels, so that the majority of customers can know. Actively establish a corporate image, quickly create a brand, and establish a business philosophy of "brands occupy the market, service wins customers".
Huang Qun is the owner of a metal cutting tool manufacturer. The company produces large metal cutting tools such as lathe cutting tools and drilling pressure heads. Although the company's sales are not particularly prominent, it can only be regarded as a small business in the industry, but Huang Qun is proud of the company's product quality is recognized.
But now, he is troubled by whether the company should continue to produce new products.
This is because the competition in the cutting tool industry of Huangqun is very fierce. The company must not only face other professional manufacturers, but also large domestic and foreign manufacturers, although cutting tools are only a small part of these large manufacturers. Adequate market competition leads to convergence of product specifications, quality and even price. But the profit of standard products is very low. On the other hand, he noticed that more and more customers are going to small mold shops to customize special cutting tools. These cutting tools are made of computer-controlled equipment to meet the different special requirements of each customer. These requirements are not possible for mass production. Reached.
Huang Qun is tired of being struggling to cope with strong competition. After all, the company cannot achieve the economies of scale of large manufacturers. So he began to consider the transformation of the basic strategy.
Although he does not intend to become a manufacturer specializing in custom products, at the same time he feels that this trend may indicate the development of new markets, because this market is too small for large enterprises to be profitable, but for companies like him. It may be a rare opportunity.
Huang is a thoughtful person. In order to verify the correctness of his judgment, he hired a market research company to help investigate, and hired two specialized market developers to contact potential customers to demonstrate whether the production of specific cutting tools is sufficient. More orders guarantee profit. The feedback is very appealing, and reports from market research firms show that the new sector can increase the company's sales by 65% ​​and 90%. The research report also pointed out that although most large companies using cutting tools buy goods directly from the cutting tool manufacturers, they still need to buy some special products, although the number is not large, but it is stable. These tailor-made products increase productivity and reduce processing time and time.
The same news from market developers is also inspiring. They told Huang Qun that many manufacturers, regardless of their size, have special cutting tools. Although they used to go to small mold shops and didn't think about finding professional manufacturers. But it does not refuse to order from professional manufacturers. In particular, the specific lathe operators particularly welcome these tailor-made cutting tools. They say that if the cutting tools have already been produced, they will help to persuade.
All feedback encourages Huang Qun to continuously add high quality new products to meet the ever-changing user needs.
The small test Because the company's customers are widely distributed, Huang Qun used to hand over the distribution and sales of products to a large national chain, which can save storage and transportation costs. However, the drawback is that due to the large size of the large chain stores, the customers are quite complaining about the timely delivery, and the technical support is also inferior to their peers.
However, Huang Qun felt that he had been very happy with the chain, so when he received several complaints about the lack of technical common sense of the chain's salesman, he did not think about adding new partners. The solution he proposed was to solve this by adding a specific detail to the electronic catalog.
It is not these complaints that really make Huang Qun feel annoyed, but the profits that are falling. Sales of new products were not as good as expected, although all previous research reports indicated that his products are well suited to the target market. But the cost of producing small quantities of special cutting tools, as well as the cost of market development, has greatly weakened the company's profits. So he began to hesitate: If the situation does not improve, is it wise to continue to target the special cutting tool target market, or should it take an advertising campaign to make more potential customers understand that the company is a new special cutting tool purchase channel?
The consultation was that Huang Qun entered a marketing consulting company. After listening carefully to Huang Qun’s remarks, Mr. Jian, a marketing consultant, believes that Huang’s business strategy is correct, in line with the laws of modern market development, and has a modern business philosophy. The reason is that it can meet the individualized needs of consumers in the cutting tool market; after further subdividing the market, it can find new demands and fill the unsatisfied gaps in the market; with the further improvement of production specialization and specialization of demand, this The specific requirements of the cutting tool will inevitably form a scale to achieve mass production and realize enterprise benefits.
To this end, he believes that Mr. Huang’s move is a keen expression of the industry market, but why is there a situation of poor sales? Jane believes that there are several main reasons:
1. The sales channel is too narrow. It is a mistake for the factory where Huang Qun is located to pin all sales and hopes in the chain store, because it is equivalent to letting the first line of sales be given to others, and it is not flexible and timely in the back of the market. The market adjusts its market strategy and product strategy according to changes in the market.
2, product service can not keep up. Although large chain stores are huge, they act as agents and represent a wide range of products, and special cutting tools are neither specific nor professional in terms of service. A new product (or service) can't keep up with the service during the marketing period, and often receives complaints from consumers. Then, how does it make customers satisfied to meet the needs of the market? What about creating your own brand?
3. Market promotion is not in place. Marketing is an important way for products to create brands and improve sales. If the market promotion is not in place, even if there are excellent products and perfect after-sales service, consumers may not know.
Summarizing the above situation, the marketing consultant Mr. Jian’s suggestion to Huang Qun is that in the face of the current market conditions, enterprises can’t face the market “stand by†and should actively participate in the front line of the market, deeply understand the market dynamics and grasp the concept of consumption. Comprehensively analyze the market, formulate practical sales plans and service strategies, and try our best to meet the needs of the market so that customers can be satisfied to the greatest extent. Including the quality, design, styling, price, service, etc. of the product close to the customer's psychological needs. After having a hard product and perfect planning, the next job is to promote the market, promote its high-quality products and perfect services through effective channels, so that the majority of customers can know. Actively establish a corporate image, quickly create a brand, and establish a business philosophy of "brands occupy the market, service wins customers".
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