The market for ginseng is huge and has broad prospects: Sea cucumber is a marine food with high nutritional value. Chinese people have been eating sea cucumbers for more than 1,000 years. Due to its complexity and high cost in terms of fishing, storage, processing, and cooking, it has always been the exclusive preserve of dignitaries and is rarely eaten by ordinary people. However, with the improvement of people's living standards and the increasingly developed technologies in breeding, fishing, storage, transportation, and cooking, sea cucumbers have gradually made their way onto the dining tables of ordinary people. In the past two or three years, sea cucumber fever has emerged in Shandong, Liaoning and other places. Sea cucumbers and sea cucumber products are gradually being accepted by the market and consumers. Hundreds of sea cucumber brands, large and small, are springing up like mushrooms after a rain, vying to be on the market. The sea cucumber market is showing a prosperous scene. Sea cucumbers have developed a market, activated and satisfied people's needs, and driven the development of an industry. It should be said that the market space for sea cucumber products is very large, with broad prospects and a bright future. The sea cucumber market is chaotic and has many problems: However, after communicating with more than a dozen sea cucumber company CEOs, as well as leaders and experts of industry associations, Game Intelligence discovered many problems. Some companies have achieved good results, while most companies have barely managed to survive. Some companies have had difficulty in sales and have withdrawn from the market due to financial losses. According to statistics from relevant departments, the total product sales volume in 2007 did not increase but decreased compared with the same period in 2006, which made many people in the industry very puzzled and confused. After in-depth exchanges with some companies and research on the entire sea cucumber industry, Game Intelligence believes that the current strange phenomenon in the sea cucumber market has a lot to do with the marketing of sea cucumber companies. To put it bluntly, 90% The sea cucumber companies don’t know how to do marketing! Many sea cucumber companies do not do marketing, which has a lot to do with their corporate background and the current situation of the entire market. Looking at the current sea cucumber operating companies, some are sea cucumber breeding companies, some are original sea cucumber consumer companies, such as hotels, and some are Sellers of seafood and some health product sales companies. These companies either have backward marketing methods and do not understand marketing, or they are short-sighted and opportunistic. Many crises have been planted for the healthy development of the entire sea cucumber market. To summarize the current situation of the sea cucumber market, there are several issues worth noting, otherwise it will affect the development of sea cucumber companies and the growth of the industry: 1. Product positioning must be accurate. The so-called positioning, It is the overall image of a product or brand in the minds of consumers. It is not imposed on consumers by companies, but what consumers themselves think. For example, Mercedes-Benz cars are a symbol of success, wealth, and status; Xiali cars, even with GPS and cruise control, still cannot get rid of the image of a civilian car. When communicating with some CEOs of sea cucumber companies, they have always emphasized the processing technology, taste and efficacy of sea cucumbers in treating various diseases, emphasizing that it is a nutritious food, while forgetting that at this stage, sea cucumbers are more accurately It is a high-end edible gift. High-end food is a product that you spend money to buy for your own consumption, while gifts are specially purchased to give to others, and their positioning is different. 2. The buying group and the consumer group must be distinguished! Many times the buying group is the consuming group, but sometimes the buying group is not the consuming group, such as learning machines and children's products. Parents are generally the buying group, but children are the consuming group. For example, high-end tobacco, alcohol, and jewelry are generally purchased by buyers. The person who comes to give gifts is not the final consumer. This is what the saying "don't buy what you buy, don't buy what you use" means. People who buy gifts pay more attention to the brand, popularity, packaging, and value of the product, while those who receive gifts pay more attention to the practicality and efficacy of the product. 3. Packaging highlights differentiation and refuses homogeneity! Because many companies do not fully understand marketing and have unclear positioning, their product packaging follows what others say, either blue and green, or red and purple, and then puts some photos of sea cucumbers. If you don’t look at the brand name, in many cases I can't tell which company's product it is, there is no differentiation at all, let alone understand the product features and selling points from the packaging. If you look at Coca-Cola, Amway's Nutrilite, and OLAY's Olay packaging, you will know how big the gap is. They each have their own characteristics. When mentioning the brand, consumers will immediately think of their designed packaging, which is not only beautiful but also easy to sell. Packaging is like a person's face. If you don't dress it up, you won't have a good first impression, let alone memory and goodwill. 4. The selling point must be clear to impress consumers! Many sea cucumber companies have been emphasizing the product's processing technology, taste, nutritional content, and its ability to treat various diseases. They talk a lot about it, and many products basically say this, without any outstanding or special features.

The so-called selling point is the point that impresses consumers. It’s just a little bit, not a lot. A little bit is enough to create a deep memory for consumers. The nutrition, taste and craftsmanship of sea cucumbers are actually the same. Consumers only know that it has higher nutrition. What is the difference between yours and other people’s sea cucumbers? Many companies have not said this, or have not made it clear. As long as you study carefully, you will always find the differences and selling points. For example, "Baijiahei" cold medicines are all used to treat colds, but "Baijiahei" "eat white tablets during the day to avoid drowsiness, and eat black tablets at night to sleep soundly" made it famous in one fell swoop, achieving three 160 million yuan sales sales performance. "Head and Shoulders"'s "removes dandruff without damaging hair" has made P&G the dominant position in daily chemicals in China; Baiyunshan Lijia Shou's "does not damage blood vessel walls and can easily treat heart and brain" has been recognized and sought after by heart and brain patients. As for the selling points of sea cucumbers, each company can consider the product’s origin, processing technology, and factors that purchase and eaters care about. They must not follow others’ opinions and have no characteristics. Remember the famous saying in marketing: a product without features has no future. 5. Brand awareness must be strong so that an enterprise can grow bigger and grow! The ultimate competition among enterprises is the competition among brands. The famous brands Adidas and Nike do not have any production workshops of their own in the world. They are processed by others. What they have is the brand. Sports shoes with the trademarks of Adidas and Nike can be sold for hundreds or even thousands of yuan, while sports shoes produced with the same material, the same factory, and the same assembly line with other trademarks can sell for several hundred yuan. It’s not easy to sell for even ten yuan. This is the power of the brand. For high-end foods like sea cucumbers, we must pay attention to brand building, because it is a long-term product, and there is no way out by competing on price. Only focusing on brand building is a century-old plan. As for how to build a brand, it must be done carefully in terms of name, design, quality, publicity, service, etc. If a brand is compared to a building, then every piece of work is very important, brick by brick. 6. Products must be standardized and have high consumer trust! The success of the famous fast food brands KFC and McDonald's is mainly due to their standardized processing and services. It is difficult for Chinese fast food to succeed, mainly because standardization is not done well. The hot sales of sea cucumbers have only happened in the past two or three years. There are currently no unified industry standards, including standards for breeding, processing, price, and service. When consumers purchase, most of them are in the dark and confused. In addition, some unscrupulous merchants sell fake products and make false propaganda, which makes many consumers buy and eat with doubts. In fact, this time is also the best opportunity for enterprises to develop and grow. First of all, we emphasize standardization, standardization of breeding, standardization of fishing, standardization of processing, and standardization of storage. With standardization, there are standards for judgment, and we can gain the trust of consumers and let them If consumers can buy with confidence and use with comfort, enterprises can create and master an invincible sword for development. What is the brand? Brand is trust. Once you gain trust, everything falls into place. 7. The investment promotion model must be systematic and novel, not too traditional and single! Game Intelligence has contacted some sea cucumber companies for investment promotion. These companies usually ask their sales staff to bring a contract and a product manual, and just go around to find and lobby dealers with just one mouth. It takes a lot of time and energy, but The results are very small. The reason is that they do not understand the dealers, what they care about, what they value, what they worry about, and what they believe. If a company does not have a systematic and practical investment strategy, it will be difficult to impress and convince dealers. Even if some dealers agree to cooperate, due to poor publicity, promotion, management, service, etc., and unsatisfactory sales performance, the dealers will complain and terminate cooperation. Therefore, investment promotion is an important task in marketing work. It is necessary to solve the investment promotion process, material allocation, sales policy, promotion methods, marketing models, publicity methods, negotiation skills, contract signing, tracking and promotion, follow-up services, etc. 8. The publicity model must be innovative, and the production-investment ratio must be reasonable! When it comes to publicity, many companies will think that it is just advertising. In fact, this is a misunderstanding. In the publicity process, there is no denying the importance of TV advertising and newspaper advertising. However, with the increase of similar products and the increase of various media, information There are so many, and advertising investment is not directly proportional to sales output. Therefore, many novel forms of communication have emerged, such as news communication, event communication, etc. Event marketing is the fastest and most cost-effective marketing method to attract attention.

For example, a very small paint factory in Beijing had no money to invest in advertising, so it caused an incident in which the general manager drank paint, which made the product famous overnight. Most of the venues of the 2008 Beijing Olympics used the company's paint. The one-yuan ticket incident of Spring Airlines made this little-known company an instant hit and became popular quickly. Although the price department imposed a fine of 150,000 yuan, it achieved an effect that even tens of millions of yuan in advertising could not achieve. Coupled with community marketing, professional group marketing, experiential marketing communication and other methods, the product brand will gradually be deeply rooted in people's hearts, and sales will come naturally. Expert summary: Marketing is a very professional job. It has become inevitable and trend for professional people to do professional things. Many companies must learn to integrate resources, including products, channels, communication, talents, etc. In this way, enterprises can grow bigger and longer. If we continue to follow the traditional model of the past, which is small but comprehensive and comprehensive, the company's funds and resources will be limited after all, and a good development opportunity will be wasted. It will be very difficult to develop and expand. The sea cucumber market has broad prospects, but there are many problems. As long as we grasp the key points, learn marketing, and be good at publicity, this industry will definitely become bigger and stronger, cultivate several famous sea cucumber brands, and create several aircraft carrier-level sea cucumber companies.