How to enter the market with five tips. 1. Locking in the "small" market and looking for "big" development Brand A must have gone through a fierce ideological struggle like many Chinese shampoo companies when it entered the shampoo industry. It is an indisputable fact that competition in the shampoo industry is fierce. Head & Shoulders , Rejoice, Shulei, Fengying, Lux, Haodi, Dihuazhixiu, Liangzhuang... plus the second and third brands, it can be said that there are countless brands, so how to enter? Which market to enter? How to enter? Brand A adopts a market follower strategy to follow the pharmaceutical anti-dandruff market of Xi'an Janssen Caile. Analysis: 1. Xi'an Janssen's Caile has won the professional anti-dandruff shampoo market with its differentiated market positioning. It has successfully opened up this market segment and follows in the footsteps of its predecessors with little market risk. 2. The professional market segment of drug anti-dandruff currently only has one mature brand, Caile. There are few competitors in the same market segment, avoiding the highly competitive traditional hair shampoo market. Although the absolute capacity of the market segment is small, due to Insufficient competition all relative capacity is large. Enlightenment: It is a more realistic strategy for new brands to position themselves in market segments. Although the niche market is small, a high market share is a hundred times better than being unable to gain a foothold in the mass market. Many new products are not accurately positioned based on their own strength and market conditions before entering the market, making it more difficult to enter the market. What is common is that overconfidence and a strong desire for self-realization make many small and medium-sized enterprises overestimate their own strength and vow to catch up from behind and become the leading brand in the market. Isn't it "self-deprecating" to follow other brands? But they don't know this kind of determination. The mentality of saving face will not persuade market competitors to be lenient, but will arouse their displeasure and forceful suppression. Secondly, they only pursue a broad market space. Many small companies do not position their products in market segments, but believe that these small markets have no "money" potential. They want to build a large market with a market capacity of 10 billion or more. These markets It is big, but the opponents are more powerful and the competition is more fierce. No matter how big the cake is, it doesn't make sense if it's not your turn to eat it. Conclusion: 1. Go to a market segment with few competitors. 2. Be a challenger or follower in a market segment. 2. Concentrate varieties and enter the market at reasonable prices. In order to fully occupy the market, many companies like to enrich their product lines. There are ten varieties and three or four specifications. In total, the total number of products reaches 30 or 40. The general purpose of doing this is first of all To meet the needs of different consumers and achieve wider market coverage, and secondly to show the company's scale and strength to dealers, and again to share the expensive entry costs. However, the disadvantages of this approach are also very obvious. The more products there are, the more costs will increase for production, transportation, and management, which is even less conducive to forming your own brand A. There are only two varieties of anti-dandruff lotion and herbal anti-dandruff lotion, 50 ml, 5 ml two sizes, total *** 4 products. The price of 50ml of brand A lotion is 29.5, which is only 1.5 yuan cheaper than 50ml of Caile, which is 31 yuan. Analysis: 1. With fewer products, all aspects of production, distribution, and management will be greatly simplified and costs will be saved; energy can be concentrated to facilitate product promotion; investment in distribution and financial risks for dealers will be reduced. 2. Keeping up with Caile in terms of price can avoid the impact of low prices on competitors and cause pressure on competitors; maintain profit margins to facilitate channel operations. Enlightenment: It is often seen that some small and medium-sized brands have a rich product range, but none of the products has been recognized by the market. No matter how much investment is made, no matter how many choices are given to consumers, it does not mean that they can establish the brand and occupy the market; use low prices to impact maturity. Brands have used too many methods to achieve the purpose of entering the market. Can small and medium-sized enterprises only make a fuss about low prices? The reduction of profit margin means the reduction of the enterprise's price manipulation space. Therefore, when setting the product market price, one cannot blindly win with low price. Conclusion: 1. Don’t have too many types, focus on one or two items. 2. Price follows the leader in the market segment, maintains the price system, and maintains reasonable profits. 3. Lower the channel threshold and market through multiple channels. New products usually adopt methods such as charging agency fees, setting the first batch of purchase volume, and paying deposits. The first is to select powerful dealers, and the second is to quickly absorb funds and then invest them. Market operations.

Although the advantages of this model are obvious, it is not suitable for all products, especially small brands that do not have much advertising investment. Without advertising investment plans and terminal promotion support, naturally there is no requirement for dealers to spend more funds. Negotiation chips, but many small and medium-sized enterprises ignore this point and still stubbornly hope to find ideal dealers. As a result, the development of channels is slow. Brand A quickly expanded its sales channels through various methods such as the first purchase of 20,000 yuan, the ex-factory price being less than 30% of the retail price, and trial sales. Analysis: 1. No agency fees, first purchase of 20,000 yuan, trial sales and other methods to lower the entry threshold for dealers. 2. Taking 50 ml as an example, the price space of 20 yuan between factory and retail allows dealers to see huge profits. 3. Channel innovation has entered the hairdressing professional line, broadening product sales channels and terminal resources. In addition to adopting Caile's OTC fixed channel model, Brand A has also entered many beauty and hair salons. Many people first saw Brand A in beauty and hair salons. This is not only a good sales channel, but also a direct sales channel. Promotional position for consumers. Enlightenment: Channel construction for small and medium-sized enterprises has always been a difficult issue. Strong dealers will dismiss new brands, while smaller dealers are shut out by thresholds such as agency fees, first batch of purchases, and deposits. In addition, the small profit margins of small brand products will inevitably not arouse the interest of dealers. Mature brands have stable shipments, and dealers can make profits based on volume, while new brands must have sufficient profit margins and good market prospects. In exchange for dealers taking on new product market risks. Conclusion: 1. The first batch of purchase volume standards should not be too high, and trial sales in small quantities are encouraged to drive the market with more points. 2. Profit is one of the most important advantages of a new brand. The channel price should have enough profit margin to stimulate dealers' nerves. 3. New brands should not think too much about the standardization of channels first. The purpose is to enter the market through multiple channels to the maximum extent, grow bigger and then slowly standardize. 4. Adhere to low-investment terminal promotion. Many new brands will encounter the same problem. Products cannot be sold without investment in advertising, and the only capital investment is only a drop in the bucket and will not have any effect at all. Brand A chose the promotion method of small terminal investment to accumulate bit by bit and win through quantity. We don’t set up special counters and don’t invest in big advertising. We set up X display racks in drugstores, put desktop pops at the checkout counters, put brand A’s small stickers on the medicine cabinets, hang brand A’s promotional materials in front of the mirrors in the hairdressers, and try our best to improve the terminal. Customer sentiment... Consumers who walk into the hair salon first see the x display rack of brand A, and then the shop assistant will recommend to the consumer the use of brand A lotion to get rid of the consumer's dandruff. A large number of unpaid promotional personnel greatly promote the terminal promotion of Brand A. Analysis: 1. The investment cost of these terminals is low, but the effect of multi-point advertising cannot be ignored. 2. Good customer relations with pharmacies and hairdressers turn them into promoters of their own products. Enlightenment: Small and medium-sized enterprises are most afraid of mentioning publicity and promotion. This is a bottomless pit. Without strong strength, it is a taboo to remain silent. But if you don’t mention it yourself, dealers will. Consumers must also understand your products through publicity. Therefore, many companies can only treat terminal publicity passively, or reluctantly invest huge sums of money. If they don’t have money, they just can’t do TV ads or street sign ads. , does not mean that you cannot even put up a poster. Don't think that "it is a small thing but not a good thing". A poster, a display stand, and a banner are better than no publicity at all. In those days, Sibao just started from a poster and a hanging flag. Start to slowly expand the terminal market. Insufficient publicity expenses are not an excuse not to do publicity and promotion. From quantitative changes to qualitative changes, as long as you carefully accumulate all your hard work, it will be reflected in the market returns. Conclusion: 1. If you don’t have enough money, don’t invest your only money in big media such as TV and newspapers. 2. Insist on making "small advertisements" and put promotional materials directly in front of consumers. 3. Instead of hiring full-time promoters, learn to borrow other people’s employees to become your own promoters. 5. Looking for strategic cooperation to enhance competitiveness. Although brand A is positioned as a pharmaceutical anti-dandruff lotion, since it has no medical background compared to Caile's "originality", it feels unprofessional. After all, Xi'an Janssen is a well-known pharmaceutical company. The brand claims that it is a medicated anti-dandruff lotion, which obviously lacks confidence.

In order to make up for this shortcoming, Brand A found Enterprise Group B, which is well-known among domestic pharmaceutical companies. After many negotiations, they reached a common understanding and formed a strategic alliance to jointly produce a series of pharmaceutical anti-dandruff products of Brand A. At this time, Brand A is responsible for trademarks and sales, and Enterprise Group B is responsible for producing products. Analysis: 1. Brand A has a better product guarantee. Strengthen its market position in terms of product quality. 2. Borrowing brand B to expand the influence of its own brand. 3. Have more energy to engage in marketing and promotion work. Enlightenment: Small and medium-sized enterprises should concentrate on doing what they are good at and have a long-term vision. Relying on their own "hard work" for everything can no longer adapt to the cruel reality of competition. Knowing how to leverage the advantages of other enterprises and cooperate with them can promote the development and growth of enterprises. effective means. Conclusion: 1. When looking for cooperation with large enterprises, don’t be afraid that your profits will be shared by others. Whether it is management, technology or joint influence, there will be quite good returns. 2. Spend your energy on marketing and promotion of the brand. You can find more professional companies to do R&D and production. The value of brand management is much greater than that of OEM processing, so the input-output ratio of this kind of energy is the largest.