Businessmen who know "skills" are most particular about winning by surprise, doing business that others have never done, and taking the lead in business wars.
In the sense of competition, business, enterprise competition and war have many common characteristics, for example, they all need to occupy the commanding heights. The competition of any enterprise is ultimately manifested as the competition between products and markets. Choose the latest products or unpopular products, people have no me, people have no me, people have no me, people have no me, people have no me, people have no me. This kind of management makes itself in an absolute dominant position without rivals, and it is a "wrist" that successful businessmen have always used.
The founders of Sony, Ibrahimovic and Akio Morita, were determined to "lead the new trend of the times" from the very beginning. By chance, Masaru Ibuka saw an American-made tape recorder in Japan Broadcasting Corporation. He bought the patent right first, and soon produced the first tape recorder in Japan. 1952, the United States successfully developed the "transistor", and Masaru Ibuka immediately flew to the United States for further investigation, decisively bought the patent, and produced the company's first transistor a few weeks after returning home, which sold well. Not satisfied, when other manufacturers turned to transistor production, Masaru Ibuka successfully produced the first batch of "pocket transistor radios" in the world. Sony's new products always monopolize the commanding heights of the market with lightning speed.
Henry Foster of the United States was originally an ordinary veterinarian. When he was unemployed and poor at home, he got the message that scientists were often worried about the bacteria in experimental mice, and immediately cultivated sterile mice, which made a lot of profits. His success is also the result of setting an example, as he himself said: "I just did what others thought I wouldn't do, which is what society lacks."
In 2006, American Gillette Company, which is famous for producing safety blades, made an "absurd" move-promoting Daisy brand "razor" for women, which became an instant hit and sold well in the United States. Gillette, whose sales have reached $2 billion, has made another windfall. Is it an accident, a coincidence, or a blind cat meets a dead mouse? None of them. The success of Gillette Daisy brand shaver is entirely based on careful and thorough market research. 1973 Gillette Company found in the market survey that among the 83.6 million women over 30 years old in the United States, about 64.9 million people shave their legs and armpits regularly in order to maintain a beautiful image, which is not unrelated to their tendency to dress more "exposed". Investigators also got such statistics. Among these women, in addition to about 40 million people using electric razors and depilatory agents, more than 20 million people mainly beautify their image by buying various male razors, and the annual cost is as high as 75 million US dollars. This is no small expense, no less than what women spend on other cosmetics. For example, American women spend only $63 million on eyebrow pencil and eye shadow, $59 million on hair dye and $55 million on eyebrow dyeing. It goes without saying that these costs are more or less dwarfed by razors. There is no doubt that this is an attractive potential market. Whoever can find it first and develop it will make a lot of money.
According to the results of market research, Gillette also pays great attention to the characteristics of women in the design and advertising of daisy brand razors. For example, instead of using black and white commonly used for male razors, the knife holder uses colored plastic to enhance the aesthetic feeling, and the handle is also printed with a daisy graphic, which adds a bit of interest. The handle is changed from straight line to arc, which is convenient for women to use and embodies the characteristics of female shaver. In advertising, the emphasis is on safety without hurting jade legs.
This is also a decision made after widely soliciting opinions from women in the survey. In a word, Gillette's decision to produce female razors is by no means without purpose. On the basis of investigation, it is unconventional. Therefore, Gillette Company also took the lead in taking this action and made huge profits.
Taitai oral liquid is the main product of Shenzhen Taitai Pharmaceutical Co., Ltd.199265438+February 18 was established, and the first batch of products were listed in Guangdong on March 8 of the following year. This is the first female oral beauty health care product in China. In the following five years, Taitai Oral Liquid developed from a regional new product to a national brand sold in more than 200 cities in China today, and also exported to Hongkong, Macau, Southeast Asia, Japan, South Korea and other regions. At the time of listing, the annual turnover has jumped to nearly 500 million RMB today, and it has become the market leader of beauty and health oral liquid in China.
Taitai oral liquid was originally collected from a famous Chinese medicine hospital in the mainland and supervised by the Institute of Traditional Chinese Medicine of China Medical College. The pace of modern women's life is accelerating day by day, and work and family need to pay double labor. Long-term stressful life will cause endocrine disorders, chloasma hyperplasia accompanied by insomnia, backache, irregular menstruation, dysmenorrhea and other reactions. Taitai oral liquid is refined from three precious Chinese medicines and contains natural polylactic acid. Its principle is to regulate female endocrine, nourish liver and kidney, promote qi, promote blood circulation and dredge collaterals, and make skin soft, healthy and bright.
There is a famous Jewish saying: "Business between a woman and her mouth is the best". The idea of this product is that after the reform and opening up, people's living standards have improved significantly, and people's demand for health care drugs is very urgent. However, there are only some health oral liquids suitable for men, so Liu and her colleagues believe that women hold up half the sky, which is a consumer group with great consumption potential.
After making up your mind, what name should you choose to give consumers a preconceived impression? I thought a lot about names, and then I concentrated on this idea: mainlanders are used to calling their wives "lovers", "wives" and "wives". With the opening up and the influence of foreign culture, it is more fashionable, more civilized and more respected to call your wife "wife", which just captures the mentality of women pursuing bodybuilding after cultural opening up. Due to the influence of feudal thoughts for thousands of years, they defined this as a woman aged 20-50.
Liu is in charge of marketing, so she has a deeper opportunity to strengthen the brand concept and give it new color.
In brand management, they broke the convention of domestic manufacturers, established the goal of specialization, and sought the cooperation of international 4A advertising companies to conduct national marketing through open competitive display.
The production process of Taitai oral liquid advertising film is very rigorous. The whole process has gone through three stages of consumer survey to ensure that the advertising film achieves the expected effect. Every stage of the survey is conducted by a professional international market research company, and every consumer forum is held in Hong Kong, Beijing, Shanghai and Guangzhou to ensure its representativeness and accuracy.
In 2008, Liu Yimao A Min was the main advertising model, and in 1995, she innovated the brand with the theme of new life of urban women. 1996 Liu further discussed the theme of "it's good to be a woman" and expressed two meanings: First, with the continuous progress of society, the social status of Chinese women has improved; Second, this product can keep women young and keep them young physically and psychologically. Because of careful planning, Liu's advertising words and TV advertising pictures can leave a deep impression on consumers. Such as 1994, three carefully planned. "Madam" series newspaper advertisements were placed in southern media. Because of the unique and novel advertising theme of screen design, they got extensive media coverage in a short time and took the first step of success. The media Liu can choose are mainly published in newspapers such as Modern Pictorial, Readers, Family and Yangcheng Evening News, except TV stations. Liu Ye was promoted in Girlfriend. Although those female readers are girls today, they will be wives tomorrow. Advanced education and publicity are aimed at creating different levels of consumer groups.
Liu is really a skilled manager. She can break away from the traditional production-oriented and product-oriented stage, but focus on the brand and the market, produce high-quality products that meet the needs of consumers and the market, and establish the brand position through the continuous accumulation of brand assets through the media, so that Mrs. Oral Liquid has successfully taken this step.