Will the new retail led by the manufacturer be a direction?
Most of the retail innovations currently seen are retail innovations led by retail companies, new retail companies, and online companies. There are retail innovations promoted from the manufacturer side, but not too much.
In the future market environment, enterprises must break the border.
This round of industry changes must require manufacturers to break the traditional model of “closed-door products”, and then develop products to continue to use the existing dealer channels and terminal channels to continue to use the current marketing model to promote traditional practices. . Need to rebuild consumer-centric, re-engineer new product ideas, channel models, marketing models.
First of all, we need to focus on two major focuses: focusing on the target consumers and focusing on the needs of the target consumers. The current market has changed from a popular market to a layered, niche, and personalized market. In such a market environment, products must be highly focused on the target consumer. The more focused you are, the more likely your product will be perceived by your target consumers. Products that are not focused on themselves will not effectively affect your target consumers. Nowadays, the era of products and brands is extremely rich. Under such circumstances, consumer purchase has become a feature of scenes. With so many water, noodles, small foods, etc., how do consumers choose? The key is to see if the product can focus on the needs of the target consumer. Only the products that find the scene will affect your target consumers more effectively.
Secondly, we need to create a unique product around the target consumers and around the demand scene. How can products meet the target consumers’ concerns, how they can be more tangible, and how they fit their needs.
The third is what kind of channel this product needs to carry. Traditional KA, store channels can not carry your product. This year, many companies have indeed developed a good product, but when they go to traditional channels, they can’t do it.
The fourth is how such products can find your target consumption and how to effectively influence your target consumers. "Big Horn (CCTV)" does not work, and in the current environment of goods and brands, in the case of consumers have more choices, it is not possible to effectively influence your target consumers by the product itself. Because it is difficult to distinguish only from the differences of the products themselves, it is necessary to distinguish the other spiritual and cultural connotations of the product brands, and to influence your target consumers by the elements of spirit and culture.
Internet links also create conditions for companies to change relationships with consumers. In the past, companies have no way to connect directly with consumers. There is no way to directly market and directly affect your target consumers. However, in the Internet link environment, enterprises can completely achieve direct links with target consumers, which can directly affect your target consumers, and in the case of such links and influences, can change between the target consumers. Relationships, from the original no relationship, weak relationship, to a strong relationship, community relations, fan relations. As described in Xiaomi’s model: because of rice noodles, so millet.
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