Chinese medicine "explosive products" refresh people's pharmacies' single-day performance
According to market rules, July is considered as the off-season of medicine and health care products. In order to sell medical and health products well in the off-season, it is equivalent to "selling combs to monks" to some extent, not to mention selling well.
However, just a few days ago, in an activity held by a provincial company in People's Pharmacy, the newly launched health herbal medicine "Cao Jinghua Broken Wall Herbal Medicine" sold 800,000 yuan and nearly 600 cans in a leading single store, which realized a sharp rise against the market and broke the traditional laws of the market.
"In my impression, pharmacies have never had such a precedent, and single products sell 800,000 a day!"
Speaking of that activity, the manager said meaningfully.
Sales, no data, no right to speak. Feedback from the front-line terminal clerk announced that the hot sale of broken-wall herbs swept through this hot season:
"Old customers of Dongmen, 44 cans per order"
"There are many repeat customers today. They all take it directly and buy it in baskets."
"Piles were sold out, and the shop collected empty cans for display."
"A single 70 cans can't fit."
"They are all customers before the exhibition. I am very grateful to Cao Jinghua for coming to the store, very professional and recognized by customers. "
"People who don't know think you are withdrawing cabinets. In fact, old customers take 45 cans, Poria cocos 6+ roses 9+ Radix Astragali 6+ Radix Salviae Miltiorrhizae 6+ Radix Angelicae Sinensis 6+ Herba Epimedii 4+ Herba Cistanches 4+ Rhizoma Dioscoreae 4. Beauty beauty, dampness and kidney, let us girls adjust! "
"Before, I recommended a customer to take our broken Danshen herb. Today, I was doing activities among ordinary people. I called him to ask if he took it on time. What's the effect? Today, we did a big activity to give back to our customers. The customer feedback effect is good, and the gang directly bought 60 cans of Danshen broken-wall medicinal materials. "
"Three big bags of 40 cans, from the initial 50 cans to the current 160 cans, work hard towards the goal of 180 cans of grass crystals!"
……
See the essence through the phenomenon: Where does the energy of grass crystal blossom come from?
The feedback from the store directly reflects a phenomenon: most orders come from the consumption of old customers. And this is the core problem of solving commodities in marketing-consumers' repeated purchase rate.
The repeat purchase rate refers to the number of times consumers repeatedly purchase the brand products or services. The higher the repeat purchase rate, the higher the consumer's loyalty to the brand, and vice versa.
The marketing of broken herbs in Renmin Pharmacy, the favor of old customers, large single consumption and high customer unit price all reflect the high brand loyalty of customers.
At present, it is an important node of selling broken-wall medicinal materials in Cao Jinghua. Such a high repurchase rate shows that consumers have a deep understanding and recognition of the category value of broken-wall herbs, which is "better absorbed and convenient to take". Because of "better absorption", consumers have benefited from the effect of Cao Jinghua products and formed the cognition of "high quality and high efficiency" of products; Because it is convenient to take, consumers get the convenience of Cao Jinghua application, thus forming the cognition of "new technology, new technology and new trend" of wall-broken herbs. On this basis, consumers' repeated purchases and high unit prices are in line with the general trend of current consumption upgrading and the law of current market development.
"The repurchase rate of consumers on our e-commerce platform has reached more than 30%, which is extremely high on the whole line!" Liu Yong, director of e-commerce in Cao Jinghua, also explained the high repurchase rate of broken herbs, which is not a case.
In the era of consumption upgrading, brand is king.
"Consumption upgrading is the first driving force of China's economic growth, which is reflected in the demand for good products, the emergence of new (consumption) ways and the acceptance of high prices".
This is an important point recently put forward by Li Xiangqun, chief consultant of trout (China) strategic positioning consulting company. He said that the essence of consumption upgrading is brand consumption, "because upgrading consumption depends on brand creation, product value depends on brand expression, and consumer demand depends on brand harvest".
Recently, industry data show that the sales of broken-wall herbs in Cao Jinghua, People's Pharmacy, maintained a rapid growth trend since the first quarter, with a year-on-year increase of over 200%. The national online e-commerce platform and offline physical retail stores have also achieved overall growth. Among them, Yifeng Pharmacy, a chain pharmacy with an offline growth of TOP 10, kept ahead, while Jianke. Online growth is leading, with an increase of 1054%.
These data are consistent with Li Xiangqun's statement, and also reflect the hot-selling potential of a provincial company's single-day sales exceeding 800,000 yuan, which is really having a significant impact on the sales of Chinese herbal pieces in retail terminals.
At present, in the era of "consumption upgrading", technological innovation, service innovation and model innovation are rapidly changing the consumption pattern of traditional Chinese medicine. The new-type decoction pieces, represented by grass crystals and broken grass, have become a "phenomenal" category in the market, or will lead the new development of traditional Chinese medicine in the future. (Zhiming)