The competition in the medical and health care products market is fierce and fierce, and it can be said that "a success will make a thousand bones die." The operation methods of exploiting loopholes and taking the edge in the past are getting worse and worse under the strict control and strict control. Among them, there are two situations. worthy of attention.
One is that many years of traditional marketing strategies and techniques have been deeply ingrained, and they are still obsessed with their own good feelings and experience perception. The situation has changed, the market has changed, and the products have suffered from unpredictable slumps, but the habitual thinking still does not want to make too many changes, and the subconscious self-confidence is not showing any signs of weakening due to the squeeze of the environment. Extensive management of channels still occupies a Latest Mailing Database considerable proportion. Generally, this type of enterprise has relatively strong strength and stable development; another situation is that the limited funds of many small and medium-sized enterprises are invested in inconspicuous products, and Most of them are following the trend and do not have the slightest advantage in technology research and development. Once the market operation is exhausted and there is no room for manoeuvre, what should we do?
Probably because he believes in his own products too much, and how the effect is obvious is always on his lips. It seems that if there is a good product in the conversation, there will be a good market. The harsh truth is that the waterloos that many so-called good products have encountered are gone forever, and they have taught them a sober lesson. The market has the final say on whether the product is good or not, but it is very difficult to really change, so they are waiting, forever. Waiting, hoping to spend less or less on publicity and promotion in the future, how can manufacturers flock to distribute their precious products as agents, revitalize their funds, increase their scale, and expand the market? Is it feasible? It's actually ridiculous
In the future, how to find breakthroughs in medical and health products is to create a blue ocean strategy in today's fashionable words.
Mr. Yu Fei, a well-known brand marketing expert and CEO of Lange Zhiyang International Marketing Consulting Agency , believes that "brand orientation + service orientation + technology orientation" is the mainstream, integrating resources and driving demand. But as far as its brand orientation is concerned, it is useless to rely solely on advertisements and terminal reputations, and there are only bubbles. You can think about how many products have real brand connotations in the entire market, such as advertising wars and promotion wars. , price wars, and hype winds have been blown by many people's doubts about this. Therefore, as far as an enterprise is concerned, you can't be satisfied with a purely quantitative, empty and pale brand created by hard advertising. The real down-to-earth comes from the effect of word-of-mouth and repeated consumption accumulation, and that is the "private brand" that the market really highly recognizes.
Similarly, in terms of service orientation, the so-called "people-oriented" and "service-oriented" naive methods such as the so-called conference marketing, experiential marketing, and tourism marketing have opened the eyes of the masses through the exposure of newspapers. Ask yourself, isn't that bluffing, exaggeration, myth, or deception? The cost of ordinary products is not very much, but only with the so-called high-tech, the price has suddenly risen to dozens of times. , It is really inexplicable to be able to call father and mother to old men and women who are unfamiliar.
It is undeniable that you have earned money due to various reasons such as the asymmetry of information and the lack of perceptual consumption of the people who are almost blind, but the negative impact will also appear. Due to the low threshold and high profits, it has induced many opponents to join. , In fact, if you don't want to change your mind, you are destined to have a hard time in the future.
There is also a technology-oriented level. If you count your fingers, how many domestic medical and health products have technical advantages? Whether the market health products have passed the standardized certification of GMP and HA*** , under the existing technical conditions Without perfect technical support, how far is the road to a stable foothold?
As far as I know, there are constantly medical and health care products companies consulting with Blue Brother Zhiyang International Marketing Consultants, and their hearts and passions are very urgent. However, through multi-party exchanges, we found that there are many problems. Some companies are too utilitarian to say, and they are especially short-sighted. It is true that I also understand that companies under the shroud of gloom and misery urgently need to find an outlet to the sea, but their mentality is too hasty and aggressive, so I have to worry about how long the red flag of their company will last.
There is no strategic plan, no brand concept, no service concept, no management layout. To put it bluntly, there is nothing but empty products, and even the most limited operating funds are stretched. On the contrary, they also fantasize about what will happen after the product occupies the market. Isn't this a cake to satisfy hunger, a castle in the sky?
Enterprises like this have insufficient congenital conditions. They adopt the method of integrating resources and taking advantage of the situation to start locally, one step at a time, and steady progress to achieve great things. Otherwise, if you don’t change your thinking, there will be no future at all. Word.
At present, Yifeng's products are concentrated in the existing market space of "Red Sea", and all the losers are fleeing. On the contrary, the "Blue Ocean", an uncompetitive market space, has not yet attracted enough attention. The "three-specialty" model (specialty store + counter + special place) advocated by the marketing agency of Blue Brother Zhiyang is precisely the concrete manifestation of the blue ocean strategy.
Obviously, the current situation is that the increasingly homogeneous competition of medical and health care products has eroded the profit space shared by the industry chain. Take the "specialty store" as one of the "three specialties". On the other hand, enterprises can form a unique channel value chain competitive advantage through sales + service. In the face of the severe pressure of reality, if many pharmaceutical and health care product companies do not change their minds, do you think they can stand it?