Brief Analysis Of Market Operation Of "Pressing Goods Rationally"

For those businesses that are actively promoting new products, can we promote them through guidance, and for those which are not promoted at all, or just stay in mind and verbal? I think such a business is more guilty. Therefore, from this level, the author thinks that pressing goods is reasonable.

First of all, we need to understand why most regions are unwilling to suppress cargo. As a manufacturer's business, the headquarters can arrange new product promotion. So the main resistance to the promotion is the dealer. However, most dealers are good at business. They also know that new products can bring huge returns to the market. Why are they reluctant to promote new products? Salesman and Distributor Communication, on the other hand, must be the promotion of new products more than once. Too many traumas have led dealers and even some manufacturers to lose their jobs and do not want to be hurt any more. It is not the promotion of new products that really causes the psychological trauma of distributors, but the promotion of measures is not rigorous or the blindness of promotional activities is being promoted. Therefore, I believe that pressing goods is not the main culprit, the key is how to pressure goods.

Generally speaking, for the promotion of new products, the headquarters first makes market forecasts for new products, including product positioning, initial pricing, and operational channels.

Next, all regions should conduct market research according to regional conditions, and carefully analyze whether the product characteristics such as product taste, packaging, price and so on suitable for the region can be accepted by consumers. This step is crucial. A lot of new product promotion failure cases are due to the lack of Market Research for new products. In this respect, the headquarters do not pay much attention to it. On the other hand, regional branches or salesmen may not know how to conduct market research at all. The author once wrote the detailed methods of Market Research for new products in the "mature enterprise new product promotion notes".

Next, the most important and important thing is personnel Pull. The promotion of new products pays attention to "all in one go, and then goes bad, three exhausting". That is to say, the promotion of new products should be vigorous and imposing. Of course, the promotion of new products has a process, so early promotion must be rhythmic. It is very important to report shipments, which can not be overreported and cause new products to be damaged or damaged, resulting in the interruption of new product promotion. In fact, most of the time, new products fail to report goods, resulting in new products being broken, resulting in intermittent promotion activities, and more serious is the loss of the best time to promote. The promotion of new products emphasizes the combination of push and pull, both pressing goods and channels. The most important thing for channel pulling is personnel pulling. The pull of personnel includes the overall pull of branch offices, salesmen and distributors. Among them, the main force is the distributor and its internal business personnel. Many salesmen and new products promote the capsizing because the initiative of distributors and internal business personnel can not be fully mobilized. The reason why the author dare to say that the pressure is reasonable is the key link in the actual market operation. To mobilize all the staff of the distributor, one is to communicate with the dealer's boss, and the other is to stimulate the salesmen's goods, mainly by the new products (or the rate of new products' paving).

The last is the pulling of terminal consumption. Only by stimulating consumption can the new product be circulate well to ensure the success of the new product promotion. As for the promotion of terminal consumption, it should be said that many people in the industry have introduced a lot.

Readers should clearly see that the promotion of new products has not been successful because of the promotion of new products. There are many reasons for this. However, it is very critical that products often fail to be promoted in the actual operation of the market. Perhaps because of the failure of new product promotion, some salesmen and dealers will be traumatized. However, as long as the above measures are well done, I believe that the pressure is reasonable.