Coping with rational consumption
Although there is still a period of time before the Spring Festival, the strong atmosphere of health promotion has spread. In view of the fact that consumers are more rational when purchasing health care products, manufacturers should see the market situation clearly before making promotion plans to avoid unnecessary losses caused by hasty actions.
Sales are getting hotter.
1 month 13, the reporter saw in Qianlu People's Pharmacy, Guangzhou Department Store that the atmosphere of Spring Festival promotion of health products has been quite strong. Outside the drugstore, the poster of "28% discount on all health products" is impressive. Walking into the drugstore, I saw rows of health care baskets, and the words "read new kindness and show filial piety" were written on the gift box. Some enterprises held on-site product promotion activities, such as Guangzhou Oriental Jin Jiankang Pharmaceutical Co., Ltd. launched the activity of "Buy 100 Free 10 yuan Voucher".
In fact, the Spring Festival has always been the peak season for the sale of health care products. In order to realize the hot sale of products in this special festival, many enterprises have carefully organized relevant personnel to carry out promotional activities. Mr. Chen Guoquan, a senior marketer of medicine and health care products, pointed out that in general, March is the lowest point in the sales of health care products in one year, and the sales in the next two months will pick up, and gradually improve in July and August; There will be a small climax around the Mid-Autumn Festival, then it will fall back, and the peak will be formed around the Spring Festival.
The effect is not better than before.
Fan Hengxing, a marketing planner, told reporters that many health care products companies will have promotional activities during the Spring Festival, which will have a great impact on the consumer market. This is like opening a clothing store, which may have little impact on consumers, but if there is a big clothing market, the effect will be reflected. Consumers can also be cultivated, just like Gome, a home appliance sales chain, which offers discounts every National Day, making people form a consumption habit. In the promotion of health care products during the Spring Festival, as usual, there is not much difference, but the competition is more intense and the means are more abundant. Some large enterprises hope to promote sales through advertisements as much as possible, such as melatonin and gold partners. Although some results have been achieved, the effect is not as good as before. Therefore, in order to win the market, we should pursue different forms, adopt different strategies and do a good job in the promotion of health products during the Spring Festival.
Promotion is more pragmatic
Su Yizhi, East China Manager of Health Yuan Pharmaceutical, told the reporter that in the sales of health care products, enterprises usually go deep into stores, supermarkets, pharmacies and communities to promote products, or conduct face-to-face promotions and jointly organize public welfare activities with government agencies, with the aim of educating consumers, and the promotion during the Spring Festival is obviously a good opportunity to achieve promotion. Spring Festival is still the peak season for health care products sales. Judging from the human, material and financial resources invested by enterprises, it accounts for about 40% ~ 50% of the annual promotion investment, and the proportion of product sales to the annual sales is also equivalent. On the other hand, at present, people's consumption of health care products has been more rational, and there have been no new varieties in the health care products market in recent years. Therefore, most enterprises are pragmatic in the promotion of Spring Festival, which can meet the actual consumption needs of consumers, such as no longer pursuing luxury packaging and large packaging, and no longer pursuing "big investment and big output". But we should pay attention to the specific promotion strategies. If we all promote sales in the same way, it will be difficult to achieve satisfactory results.
Miss Lu, who is engaged in the terminal promotion of Korean protein powder pharmacies in Guangzhou, told the reporter that according to the company's deployment, as early as a month ago, she talked with several cheap pharmacies in Guangzhou about the specific plan for the Spring Festival promotion, including the promotion time, use method and product display. Related activities started at the beginning of 1 month, and the sales volume of this product increased slightly compared with that before the promotion. According to the experience of previous years, with the approach of the Spring Festival, the sales volume will further increase.
Master plan guide
Seeking innovation in promotion
The Spring Festival will become a "feast" for the promotion of health products. So, in what way can enterprises share the most delicious food? Mr. Fan Hengxing, the marketing team of Nanpai, believes that the most important thing is to prepare the promotion plan; Standardize the promotion team; Choose a suitable promotion method; Try to combine promotion in the form of product chain.
Make a detailed promotion plan. Because the peak period of health care products sales during the Spring Festival is only a few days, it is necessary to have a detailed promotion plan as the basis and make good use of these days. Judging from the situation in previous years, during the Spring Festival, those products that were placed in a conspicuous position in pharmacies and promoted by promoters to give consumers certain discounts sold better. At present, many companies are preparing relevant plans, but the key still depends on product differentiation, cost performance and brand awareness. When making promotion plans, enterprises can consider making targeted promotion plans from the above three aspects on the basis of observing competitors, so as to meet the needs of consumers and contain competitors. At the same time, the regional promotion plan should not be a unified model, even in different pharmacies in the same area, it can be flexibly formulated on the basis of the same plan outline.
Standardizing the promotion team at this point, on the one hand, refers to standardizing the behavior of promotion personnel. Because the management of promoters in many enterprises is not standardized, it is difficult to receive the due promotion effect after paying the personnel cost. For example, the promoter of a pharmaceutical company is using his company's salary to promote similar products for another company, which has brought great losses to his company. Therefore, it is very important to formulate relevant regulations to restrict the behavior of promoters, otherwise it will be difficult to guarantee the sales performance of products in the Spring Festival promotion. On the other hand, it is necessary to standardize the behavior of the promotion supervisor. At present, there are many corporate promotion directors engaged in personal agency business. They use the company's sales channels to let their subordinates promote their own personal agency products, which are often competitive products of the company. These behaviors are beyond the control of many enterprises, and eventually lead to confusion in channels and sales. Therefore, special attention should be paid to the supervision, management and standardization of the promotion activities during the Spring Festival.
At present, the promotion of health care products generally lacks new tricks, and its mainstream forms are still "buy and give", bundled sales and price reduction sales, which are also the three most conventional weapons. "Buying gifts" is undoubtedly a more attractive way and relatively simple. In the case of similar products, most consumers will choose products with gifts. Bundle sales need to consider the correlation between bundled products and the actual needs of consumers. Sometimes, in the eyes of enterprises, it is a very cost-effective bundled promotion activity for consumers, but it may not be favored by consumers. The reason is that the consumer's demand point has not been identified. Although price reduction is still an important means of promotion, it is often a helpless move of enterprises. Due to the low credibility of health care industry, consumers are numb to price reduction and don't quite believe the saying of "reducing prices to make profits". But for some brand products, because consumers are more sensitive to their prices, the way of price reduction promotion may also achieve better results.
The promotion of product chain combination similar to product combination marketing will obviously give consumers more choices, such as calcium supplement series, including middle-aged and elderly, children and women's products. If an enterprise can have such a product portfolio, the promotion effect may be better. Especially during the Spring Festival, health care products are mostly used as gifts, and the product mix is just in line with the tradition of China people's Spring Festival reunion and the pursuit of a happy atmosphere. Although some enterprises have many products, the correlation is not high. If these products are combined and promoted, the effect will be hard to say.
Beware of misunderstanding
Avoid blind impulse
In the interview, Mr. Su Yizhi of Health Yuan Pharmaceutical told the reporter that although the Spring Festival is the peak season for the sales of health care products, the Spring Festival promotion may not achieve the expected results because many companies are salivating and the competition is fierce. On the other hand, if the strategy adopted is not appropriate, it may not be worth the loss. Therefore, enterprises need to look at the promotion of health care products during the Spring Festival rationally, so as not to step into misunderstanding.
Product misunderstanding In fact, only some health products are suitable for promotional activities during the Spring Festival. These products mainly refer to nourishing health products, such as bird's nest, ginseng, protein powder and so on. And many functional health products are not necessarily suitable for Spring Festival promotion, such as products aimed at heart and brain health, lowering blood sugar and blood pressure. Although the promotion during the Spring Festival may also play a role, it will not be too obvious. At the same time, many enterprises put the promotion point of the Spring Festival on gift consumption, and set their competitors as similar health care products, which is too narrow. Broadly speaking, the biggest competitor of gift-giving health care products is alcohol and tobacco. If we can carry out promotional activities from the level of competition with tobacco and alcohol products, the effect will be better.
There has been a phenomenon of "big investment and big output" in the Spring Festival promotion, but if we still take this road now, the risk is too great. Because during the Spring Festival, the advertising cost, terminal maintenance cost and labor cost of product sales have doubled, so "big investment" may not bring "big output". An example worth mentioning is that in the years after 1997, bowling ginseng once created a "myth" of holiday sales in Jiangsu, Zhejiang and Shanghai, and its product marketing was only done in the Mid-Autumn Festival and the Spring Festival, especially the Spring Festival. 80% of the promotion budget of this product is invested in the Spring Festival promotion, including intensive advertising, grabbing the best terminal and hiring the best shopping guide. , and achieved good results at that time. However, times have changed, and the bowling ginseng of that year has been hard to find. Facts have proved that the practice of fully investing in Spring Festival promotion has become increasingly unsuitable for the current market environment.
Experience Misunderstanding Three health care products companies that started with ginseng products-Jinri, Kangfulai and Wanji once had an interesting story: In 2002, Wanji broke the usual packaging form of four boxes of gift boxes and launched three boxes of ginseng buccal tablets and capsule gift boxes, which robbed a lot of business at one time. To this end, Jinri and Kangfulai also introduced three boxes of ginseng buccal tablets and ginseng capsules. However, in 2003, Wanji and Kangfulai found that three boxes of gift boxes suddenly lost their aesthetic feeling and were replaced by 10 boxes of ginseng buccal tablets and ginseng capsules introduced by Jinri, and Wanji and Kangfulai quickly followed suit. However, in 2004, people found that 10 boxed gift box was gradually ignored, but Kangfulai's new "protein powder" stood out, so Jinri and Wanji came from behind and launched their own "protein powder". Facts have proved that relying solely on experience and imitation is also a big misunderstanding in the promotion of health care products during the Spring Festival. Only by going deep into the market and understanding the market can manufacturers win the final victory of Spring Festival promotion.