What lack of analysis of what is necessary to fill ceramics enterprises "three high-phenomenon"

Published: 3 Aug 2009 06:48:53

We analyzed the prevalence of the current industry "three high-phenomenon": First, the effect of advertising and promotion is getting worse, getting higher and higher cost of sales; The third is getting lower and lower selling prices, consumers become more and more critical require more and more high; Third, channels, dealers on the upper reaches of the requirements of more and more getting higher and higher. This is what many enterprises are facing a very serious problem. Now we come to analyze the "three high" the root causes of problems. First of all we have to clear the view is the essence of a market economy through the market of its own adjustment mechanism to achieve the best allocation of resources, it is clear that marketing will eventually become a subject of competition, and business problems to be solved is how to market competition to achieve the survival and development. Shortage in the market stage, an enterprise can be any other competitors do not care, you can easeown one-third of arable fields, others made fortune of others, and I enjoy his "wife, children, hot" of food and clothing for life . However, with the development of the market, any business can not adapt to the new environment because the competitors will be forced to bring pressure to change, passive participation in the competition. Ford was the United States, China's state-run stores and so on, have ignored the consumer demand faced, models of environmental change have been the punishment of the laws of the market. Through the above analysis we can conclude that the characteristics of a market economy and competition has led to the inevitability of the "three high" phenomenon. Today's ceramic and sanitary industries, it should be said that a considerable number of enterprises are in a "brand image through the mold" and "to push sales" stage. Through gorgeous packaging, exaggerated language, luxurious decoration and store advertising to move overwhelming dealers and consumers. In fact, the whole process really can not move a lot of consumers, and more hope and encouragement to move advertising to dealers to obtain the support of the channels, simply say that the majority of enterprises is to achieve the investment objective of advertising , while continuing to advertise is to give dealers a conviction to do so. Is it because advertising unimportant? Is it not important right channels? I do not deny the role of advertising and channels, the new environment, however these are only part of the work under the elements of marketing, but not all, not even the most fundamental and important. There are companies that their products are still good quality, so dealers and consumers will be able to move, in fact, any one of good quality is the most basic elements of a normal company. Years ago, only for ordinary people to wear warm clothes,, the garment factory to focus on how to warm above, then the people's living standards improved, but also wear comfortable, good-looking appearance, the garment factory in the design of the products above and the beginning of efforts. However, in product design and the original appearance of the warm,not be a function of the conflict, but the basis of the original made additional. And then later, people began to attach importance to the purchase of clothing for the environment, choice of brands to meet the psychological and so on, corresponding to, garment factory but also on how to improve the shopping environment, shaping the brand image, and so on to adjust and improve, and that all, or to built on the basis of the original. Health Care Products advertising a most interesting phenomenon is that people seem to lack anything, it will be able to fill, but as time goes on, although the development of the economy, people's standard of living may seem to lack the vitamins and minerals more and more in the end there are companies just released multi-vitamin and mineral complex. Now we face the same business problem, not enough high-quality products, we should also have high-quality channels, but also a unique design and excellent VI and thoughtful customer service and so on. What is the most important? This is not and people's lack of vitamins and minerals, like it? No matter how much you are a healthy, wealthy and wise people, however, is the lack of even a few milligrams of iodine, a few milligrams of selenium, zinc, are likely to become an idiot. Need a comprehensive nutrition, six types of nutrients, water from the seemingly worthless to a lot of people dislike the fat, carbohydrate, and then to the scarcity of vitamins, minerals for people who are essential to must be a reasonable supply. Industry is now facing the problem many companies marketing is not balanced, there are many enterprises obesity, very large size, but the minerals and vitamins business, "Trace Elements" inadequate. More dangerous is that companies can not fully aware of its shortcomings, and even more desperately have to add extra fat and protein, so the production scale of enterprises, further expand the display area, and really need the wisdom of the elements can not be added. Resulting in large enterprises and the hands and feet and body stiffness, although the response was unusually slow. Enterprises in different stages of development, need to be supplemented for the nutrient composition of the focus is different, as a child in a growing need for more calcium, adult men need more zinc and selenium. We are now faced with the situation more is that the size of the business and the hardware is adequate, but elements of low soft, enterprise products and brand positioning identical, but can not create a competitive advantage, leading to overproduction, management, and ultimately forced into price wars or to decline. Market competition in the future, if only to stay in the obsession with products and channels, while not systematic marketing system set up enterprises and accurate positioning of the brand, then the business may fall into a state of imbalance. Elements of this business is not balanced, will inevitably lead to the "three high" the emergence of the phenomenon. If the current phase of ceramic sanitary, enterprises can not be the right strategic positioning, not from sales to marketing, the future, however hard it may go the wrong direction, and subjected to the "three high" torture. The have to pay a certain premium, the premium is not missing the bigger the more side effects. There is an old rule that if the big countries small fresh cooked, and I said to do business, such as maintenance of the body. Human life must be careful.