Five-point advice to corporate bosses

Fifteen points of advice to the corporate boss one. Don't just scramble concepts, and traditional products are also very promising for new concept products. Do not always try to find new concept products. Although the concept is effective, it is by no means a panacea. It is easy to incur doubt, criticism, and condemnation and disclosure. . Traditional health products and traditional Chinese medicine products are also very popular in the market, such as ginseng, American ginseng, donkey-hide gelatin, bird's nest, propolis, ginkgo, etc., as long as they are nutritious, have health care effects, and are supported by scientific theories, these traditional tonics are quite long. In time, there is still a lot to do.

two. Do not blindly believe that foreign health products, Chinese medicine health treasures can tap the word health is the rise of the 80's new health name, the main feature is tonic, that is, lack of supplements, such as calcium, iron, blood, vitamin supplements, etc.; but health There are 5,000 years of traditional cultural heritage, which is extensive and profound in China and even in the world. It mainly focuses on comprehensive cultivation and balance of yin and yang. It advocates “three-part rule, seven-point support, and treatment of disease” and is suitable for most sub-healthy people. Especially the middle-aged and elderly people. In addition to individual supplements, we must also rely on the Chinese medicine industry to vigorously develop health-promoting Chinese medicine products to meet market demand. Chinese medicine health care may be our winning weapon against foreign health products.

three. Do not regard health products industry as gold mines. We must know that the failure is far more than the huge profits of the successful multi-care products industry. We hope to win huge returns with very few inputs. This is an abnormal mentality. Most of its outcomes are Failure ended. The health products industry is not a gold mining industry. It needs good planning, good marketing, a good team, and a good management mix to succeed. There are countless new health products listed every year. We ignore the failed companies and only remember those few brands that have succeeded.

four. Do not blindly believe in television. The failure of the listing of most new products stems from the fact that the influence of TV commercials cannot be underestimated in the health care industry. However, due to limited time and limited information, TV commercials are more suitable for functional or branding purposes. When some companies launched new products, blindly on television advertising, that the market can quickly open, it is not true, most of the new listing fails to start with TV ads. For the launch of new products, we think it will take some time to communicate and communicate. Consumers have a cognitive process and therefore do not advocate focusing on television advertising.

Fives. Do not blindly believe in high-altitude advertisements. We must be alert to the fact that club direct sales are increasingly questioned in the effect of high-altitude advertising. A marketing model based on direct marketing of clubs has gradually become popular. They do not have to shoulder huge advertising risks, but instead invest funds into human resources, conferences, and activities. Such as predictable marketing costs. More importantly, when most companies launch high-altitude advertisements and guide concepts at a high frequency, they quietly stop consumers and make opponents' advertisements vanish to the point where they realize so-called "zero-risk" marketing. This club marketing model has achieved a great deal of success. It has achieved the beauty of sunsets, including some areas of rare and precious nucleic acids, and eight peaks of amino acids.

six. Don't regard excellent teams as treasures. It is important to observe how much creativity they have. The outstanding team is crucial in the marketing process. Many companies want to take short cuts, dig for good things from successful companies, or even a team, hoping to bring their own products. One shot. There are also many successful examples of this kind, but most companies still do not have their best wishes. We must know that the success of a product and the success of a company all have its specific environment, specific background, and specific combination. Many marketing people are likely to make mistakes after empiricism, and the marketing thinking in the past during the product maturity period is not Naturally, in the initial stage of the startup of new products, this is very inconsistent with marketing laws. Another point is that in the past they experienced hardships and hardships. Now they are regarded as “successful people” by the newly-served enterprises. They themselves have forgotten something. They gradually enjoy the mentality, lose their original creativity, and become accustomed to love. “It is always past. How is it? It's easy to copy past experience. This is very dangerous for new brand marketing.

Seven. Do not always start another one. When the big brands make a strong push, they must consider follow-up strategies to make products to learn to save resources, learn to take advantage of the situation, and learn to transcend. When competitors compete in a large-scale advertising campaign, they must consider the following strategies: Secondly, either standing on his shoulders, specializing in its weaknesses, raising himself, and reducing marketing costs, such as the dispute between the magic yak bone marrow bone powder and the bone marrow powder of Heyang yak bone marrow, melatonin products and fake melatonin food Using authentic melatonin's advertising, you can use effects and gift cards.

Eight. Don't be too greedy. If you have insufficient resources, you must make profits. When you use the agent network to expand your marketing, when you have good products and your resources and capabilities are insufficient to successfully develop the market, you must fully benefit the partners and use the funds, planning, and network of the agents. Comprehensive resources such as management and management will successfully launch products, jointly create brands, achieve strategic win-win results, and earn bigger market cakes.

nine. Do not always complain about the market is difficult to do, to reflect on their own, systematic marketing planning has not done planning, for the health care products is essential, now is not the era of the era, is not a simple promotion era, but the era of systematic marketing, all links to each other Relevance, mutual influence, and increasingly fierce market competition require our planning to keep pace. When there are problems in the market and the products, people, and teams are all excellent, do not always complain that the market is difficult to do. We must profoundly reflect on whether there are loopholes in the planning and whether systematic and creative planning has been done.

ten. Do not blindly follow up, keep a clear head, always have the characteristics of crisis awareness Health care products is a new concept, a new hot spot, most companies blindly follow, this is the characteristics of the Chinese market. Although everyone picks up flames, but the techniques are uneven, and the market is mixed, it is easy for an emerging concept industry to shrink prematurely or even prematurely. Therefore, our managers must remain clear-headed, have a sense of crisis, and must follow the flow in due course. It is also necessary to seize the opportunity to lead the trend and gain yourself beyond.

eleven. Do not self-sustaining funds, lack of confidence, we must take two regional markets to pilot the pilot is the best choice for the company from the region to the country, there is no significant funding, the market can get up is the key. If you have good financial resources and do not want to take too much risk, you may choose to experiment in two areas, test your marketing plan, test your team, and give more confidence to the new market. It is more conducive to the success of your career.

twelve. Do not always regard consumers as being illiterate, promote new concepts, rely on systems for theoretical reasons, and must scientifically influence the credibility of the health care products market. Consumers’ psychological alertness is even more serious. We should not always justify product concepts. Experts' positive statements and product effects have made the market more rational. Consumers have increasingly become sensible and cautious under multiple inductions and require our companies to have a basis, logic, and credibility when packaging concepts. Systematic and scientific.

thirteen. Do not boast how good the product is, how it can't keep pace with it. There may not always be a good market. There are always some managers who claim that the product is excellent, better than similar products on the market, and even have the meaning of destroying major competitive brands. This attitude is very Naturally, the problem is that he did not do a good job. Good products do not necessarily have a good market! A good product just lays the foundation for success! Nowadays, this era of “wine is also afraid of a deep alley”, there is no good business ideas, there is no good marketing plan, good products will still miss the market.

fourteen. Don't put all risks on a single product. Grasp the opportunity to extend the brand in time. Previous health products companies started from a single product. We only saw one hot market, hot products, but it is difficult to see a successful corporate image. This is the era of profit for a single product. Now it is different, the market environment is complex, the competition is more brutal, and the risk of a single product is increasing day by day. Especially for enterprises that are determined to be sustainable, it is even harder to put enterprise risk on a single product. Brand extension is a good choice. This is a winning achievement that has been successfully tested by most foreign companies for decades. In the past ten years, the brand extension strategy has created a number of successful companies in China, such as Sanjiu, Mrs., Angli, and Wan. Base and other health care products have thus broken the bizarre theory of the “three-year life cycle”.

fifteen. Do not have a speculative attitude to make products, and we must always forget that the tree brands do not have the speculative mentality to do health care products, take a product with low technology content, or even eliminated by the market to dream of making a fortune, the era of chaos is over. Companies that succeeded in health care products in the early days relied on boldness. In the environment at that time, everyone could become a hero. In the later period, successful health care products companies rely on tactics. Because of the legendary phenomenon in the field of health care products, everyone wants to have a share. Both are eager to become heroes; when the age of brand marketing approaches, real heroes will be born in the near future! With an increasingly perfect market economy, industry regulations have become a double-edged sword that restricts the sound development of the market, and survival of the fittest is a necessity. Only a down-to-earth branding is the way out for health care products companies, and it is also the only choice for us to meet world competition.