Two Strategic Misconceptions Of New Product Listing

The soldiers will attack and attack.

The same is true in today's shopping malls. In order to maintain the vitality of the market and expand the market share, many enterprises try to develop continuously.

When any product enters the market, its sales volume and profit will change at any time. It presents a process from less to more, from more to less. Just like the life of a person, it will eventually decline from birth, growth to maturity, which is the product life cycle.

The so-called product life cycle refers to the market life cycle experienced by the product from the beginning of the market to the final withdrawal from the market.

Only after research and development, trial marketing, and then entering the market, will the market life cycle begin.

Product withdrawal from the market marks the end of the life cycle.

Because of the existence of product life cycle regularity, the listing of new products is very important for enterprises.

The strategy of launching new products is right, but no new product can be listed successfully. According to statistics, the success rate of new product listing in the United States is only around 5%, while in China, this figure is even lower.

The new product listing is a systematic and complex work process, from the previous market research, product positioning, selling point mining to late sales implementation, inspection and improvement, brand maintenance, deep distribution, and so on which links may lead to the failure of new products directly.

Here, the author has two representative strategies in the process of new product listing.

One mistake: invest vigorously and make bitter fruits.

Case: in 2007, A wine company launched a new wine to deal with the market impact.

In order to ensure the successful listing of new products, the company has concentrated all the available funds, and has invested a huge sum of money to hire a well-known actor in China as a product spokesperson. This has never happened in the A enterprise for decades. In addition, a large number of advertisements have been launched to publicize the new products, and for a time, new products have been spread out of the major hotels, business super terminals and terminal sales outlets.

But the good news is not long. Because of the problem of cash flow of enterprises, the prizes can not be cashed in time, or even fail to materialize. Dealers complain about the same day. Consumers are also beginning to question manufacturers. They are responding to an old Chinese saying that "good things do not go out, bad things spread for thousands of miles", and products soon fall into a sales predicament and then completely stagnate. Salesmen dare not face sales and after-sales service, and the new products listed on this point have been completely defeated. The credit crisis brought about by product failure has also brought a fatal blow to the old products, and the A enterprises have failed.

Comment: there is no good overall arrangement of new product listing, blind investment and poor execution. It is the failure of A enterprises to go public.

The investment of new products before listing is indispensable, but if a large number of inputs cause the shortage of enterprise capital chain and can not effectively carry out the later stage maintenance and promotion of product listing, it will bury the seeds of failure for new products.

As mentioned before, the success rate of new products listing is very low. Such a large amount of investment, once failed, will also create a shadow for the future listing of new products. Chinese people have always been "snake bites" and "ten years' fear of thread" since ancient times.

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Myth two: be cautious and lose the opportunity.

Case: B enterprise was founded in 2009, is a sheep milk products manufacturing enterprises.

The enterprise has advanced production technology, and is a unique enterprise in the dairy industry. Its products are rich in nutrition and have broad prospects, and it will enter the third format to enter a unique sales channel for product sales.

This product accords with the modern dietary requirements of the people, and has great market space. The only difficulty lies in the taboo of goat's milk smell in traditional understanding, but in fact, the enterprise has fully achieved the effect of eliminating the smell of mutton in science.

After the product is put on the market, B enterprises first choose trial sites in the locality of enterprises, and establish five sales outlets based on their own relationship resources, but basically they are natural sales, no sales, no promotions, no publicity.

Due to the lag of publicity and promotion, sales of products are basically friends' introductions. At the beginning, sales were still optimistic, but slowly, dot merchants felt that sales were also deadlocked only by selling too tired and recommending no recommendation.

Comment: new product listing can not exceed the investment of enterprise reality.

No publicity and promotion of new products is not unsuccessful, but it must be very few. It also needs a process. It needs to be true to do the market, make channels and sales, and sell well.

The product of A enterprise is a brand-new product, and the market cognition itself has some difficulties. Relying on natural marketing is impossible to succeed.

What's more, as a trial marketing market, such an approach will affect and make mistakes in the strategic decision of the enterprise, and it will not be biased if it does not seriously manage the sales difficulties caused by the market.

From the above analysis, we can see that the listing of new products is not only the hope and important strategic move of enterprises, but also great significance to the development of enterprises, and at the same time, they are also faced with great risks.

And only successful listing can bring the expected effect for the enterprise. Once the failure, it will not only bring losses to the enterprise, but also the influence of time and opportunity.

As for the above cases, the new products can neither be blindly invested nor be cautious. The two have gone through a misunderstanding of new product operation.

The input of new products must be planned, preparatory, step by step and thinking.

Mr. Shi Yuzhu's new City trial marketing operation mode has been successful, and it is also a useful experience to learn from. Rolling development is probably a way for many new products to be listed.