Because I like calligraphy, I was pulled into a calligraphy WeChat group by my friends. In the group, you can see related products pushed by merchants almost every day. After joining the group for half a year, I suddenly found that the author's expenditure on paper and pens increased significantly compared with the past, and sometimes even the family was not lacking, so I bought it. For example, recently, the author bought a kind of Doufang Xuan paper that is not lacking at home twice.
I have never been interested in door-to-door sales promotion. This time, he successfully "promoted" in the group. What is the reason?
It turned out that when the store pushed the product this time, it used a calligraphy work written by a calligraphy enthusiast in the group with this paper. It is the perfect combination of paper and calligraphy that inspires the author's desire to buy. I bought 100 at once, and I felt good after using it. Afraid of being out of stock in the future, I added 100.
In addition to this kind of situational promotion, there is another important reason that this is a new variety-antique Doufang Xuan paper. In the past, I always went to the fixed counter of Liulichang in Rong Baozhai, but this new variety has never been seen before. Even if you go to Liulichang, because of the path dependence, it is easy to go directly to the counter where you used to go to buy familiar paper. So even if Liulichang has this new product, I'm afraid it's not easy to be found. It can be seen that new products, especially some innovative products, may be more suitable for online push.
In recent years, with the development of mobile Internet, big data, artificial intelligence and other technologies, many new formats have emerged, such as live broadcast with goods, which is very popular recently. Many new products and even traditional products have achieved good results through the promotion of these new formats. For example, many relatives and friends buy fruits and other agricultural products in large quantities from the poverty alleviation live broadcast platform.
New technologies and formats such as "push" and "live broadcast" can stimulate those potential consumers, indicating that there is still room for further exploration in the re-saturated market. The key lies in whether we can find and meet the needs of consumers at more levels than the simple material needs. For example, fruits can also be bought in supermarkets, but the live broadcast pushes products from poor areas, and buying them on the platform adds another layer of social significance.
This reminds the majority of manufacturing enterprises that in the era of big data and Internet, marketing must have new ideas. Whether it is to get rid of the old product inventory or to expand the market for new products, enterprises should catch up with the new trend, and learn to use new technologies and new formats in addition to the traditional sales methods.
Of course, we should also seriously analyze and study how to make good use of new technologies and new formats. No matter how good new technologies and new formats are, they are not omnipotent, and it is impossible to cure all diseases. For example, the same anchor brings goods, some monthly sales can reach 10 million yuan or even 100 million yuan, and some performance is not ideal.
No matter what kind of sales methods enterprises adopt, they should do a good job of full investigation, divide the market into smaller points, study various sales methods deeper and deeper, and analyze consumers' psychology more thoroughly. In this way, no matter how complicated and difficult the market environment is, there will eventually be a breakthrough, and even the dawn of success will be seen.
People's Daily (July 22, 2020 18 Edition)