In a sense, attracting investment is the first step for independent brands to realize product strategic transfer.
Adjusting the idea of attracting investment In view of the present situation of attracting investment in China market, the traditional mode and idea of attracting investment can no longer meet the needs of the current market economy.
Production enterprises or marketing enterprises not only need products with obvious differentiation, outstanding selling points and excellent quality, but also need to formulate effective and powerful marketing policies and careful planning to conduct targeted and personalized investment promotion.
First, ideological attention and organizational guarantee
From leaders to ordinary employees, attracting investment should be regarded as the focus of enterprise marketing, especially for small and medium-sized enterprises, which can even be improved to an important position related to the survival and long-term development of enterprises
Establish a special functional investment promotion agency, allocate high-quality professional investment promotion personnel, and provide relevant market capital expenses in the early stage to make all departments cooperate with each other.
Second, determine the product positioning and target investment targets.
Each product has its own market positioning, and different dealers also have different positioning for their own enterprises and products.
After launching a new product, the production enterprise should determine the product positioning and the channel strategy to be adopted according to the characteristics, performance and advantages of the product, so as to determine the target distributor of the product.
Here, the author thinks that production enterprises should pay special attention to the long-term development of enterprises when attracting investment. When inviting investment, they should focus on choosing dealers with business ability and business philosophy to operate the market. You can't be a mother without milk. If you only have financial strength, then consider the dealer as the dealer of the enterprise. You should be guided by the principle of "rather short than excessive", and you should not be short-sighted and regard attracting investment as a means for enterprises to circle money.
Third, pay attention to the quality of investment, explore the market and achieve success.
Nowadays, manufacturers are prone to make a mistake, that is, they hope to blossom everywhere, but they hate that their products can't occupy the national market overnight through investment promotion.
No matter what kind of dealer, as long as you pay, you can give him the so-called agency. As a result, you don't pay attention to the cooperation and communication with dealers in the later period, or the dealers don't have certain management ability. Even if the goods are imported, market development and product sales cannot be guaranteed due to their own lack of ability.
Such dealers always ask for policies and support from production enterprises, and the reason why production enterprises provide resource support is generally linked to the dealer's operating performance and sales volume.
In order to obtain corresponding support, dealers must create corresponding value (purchase volume and sales volume) for production enterprises.
Dealers can't have good market performance, and manufacturers certainly won't provide free lunches.
This will inevitably cause dissatisfaction and resistance from dealers. The problem of dealer's ability and insufficient support will lead to the slow development of regional market and the loose cooperation between dealers and production enterprises, which will eventually lead to market death.
Once a brand fails in a regional market, the cost of redeveloping dealers or starting over will be very high.
Although it may be caused by dealers, the products and brands of manufacturers will definitely leave a shadow in the hearts of local consumers.
Ignoring the quality of dealers may lead to a vicious circle of developing a dealer and killing a market.
The final result can be imagined that there is no market for the products of the production enterprises, and the enterprises can only close down.
4. Investment promotion must be based on mutual benefit.
For small and medium-sized enterprises, it is more important to grasp the relationship between giving and taking in attracting investment.
After the target dealers fully understand each other in the initial stage of cooperation, they will definitely be willing to invest in the regional market, and the production enterprises will definitely want the market, make an impact and sales, and the brand will eventually belong to the production enterprises.
Dealers only take advantage, and the highest ideal and purpose of production enterprises is to create brands.
It is necessary to seek strategic partners who are capable, discerning, willing to invest in the market and can share weal and woe with the production enterprises. Through the joint efforts of both sides, we will achieve success in various regional markets.
Sincere cooperation and pursuit of win-win situation
Cooperate with effective investment promotion means 1. The business personnel personally visited the dock.
At present, this method is also widely used by small and medium-sized enterprises in the initial stage of new product listing and market development, which has the advantages of directness, pertinence and high speed.
In order to develop regional markets better and faster, business personnel focus on dealers or competitors of industry-related products.
In this way, the business personnel can communicate face to face with the dealer's person in charge, directly transmit the investment information to the target customers, and feed back the customer's requirements to the production enterprises, so as to realize efficient two-way communication.
This means of attracting investment requires the production enterprise to have differentiated and personalized products and strong sales policies, and also requires the business personnel of the enterprise to have considerable business ability and their own quality.
Second, trade exhibitions attract investment.
In the increasingly fierce market competition, dealers are becoming more and more mature and rational.
Trade exhibitions and conferences have the advantages of relatively low cost, concentrated target customers and time, and strong pertinence, and are increasingly playing a decisive role in attracting investment from small and medium-sized enterprises.
I know that some enterprises simply don't have too many business people, and their dealers are basically recruited through industry exhibitions and conferences.
To attract investment in this way, we must make careful arrangements before, during and after the exhibition.
Fully prepared in the early stage, including new product information, pictures, physical objects, various certifications, certificates, sales policies, product quotations, demonstration effects, etc. ; In exhibitions and conferences, we should firmly grasp every potential customer to communicate effectively, instill product concepts and profit models, hold meetings during the day, and even use exhibitions and conferences to conduct detailed discussions in hotels at night; After the exhibition and meeting, organize the list of effective customers in time, do a good job of follow-up and strike while the iron is hot.
After each exhibition, we should also sum up experiences and lessons to provide experience for the next exhibition.
Third, advertising investment.
At present, advertising on TV, magazines or newspapers is also a widely used way to attract investment.
The key of this way is to do a good job in TV investment promotion short films and magazine and newspaper advertisements.
Because there are a lot of investment advertisements now, such advertisements must be dynamic and attractive.
Further communication will be conducted by telephone, fax and e-mail of target customers, and relevant cooperation terms will be discussed. Finally, customers will come to visit and sign a contract to reach cooperation.
This method has a certain popularity for manufacturers with fewer business personnel or brands, and is mostly adopted for further market expansion after the market development has come to an end.
However, this method is very expensive. Now there are investment advertisements everywhere, which have low credibility. Unknown brands or new products, the initial effect is not particularly obvious.
This requires that advertisements must be targeted. For example, the investment advertisements of household appliances are mostly placed in the professional media of household appliances.
Fourth, attract investment through relevant industry information, such as the dealer directory of professional magazines.
For example, household appliances can search the telephone number and company information of dealers through professional websites or magazines such as HC Network, China Household Appliances Network, modern household appliances, household appliances, small household appliances business information, and then communicate by phone or message, and finally reach cooperation and achieve investment success.
The advantage of this method is low cost, but the disadvantage is slow process and long investment time.
It is a two-way choice to adopt effective attracting strategies to attract investment, just like young men and women who fall in love must two of a kind.
In order to win each other's favor and achieve the result of talking about marriage, the production enterprise, as the man in love, must show its charm and strength through various ways and means, attract the dealers as the woman, and try to persuade them to sell our products.
Merchants must master the following skills: 1, highlight product differentiation selling points and profit space, and show enterprise strength.
When dealers choose to cooperate with production enterprises, the first thing to examine is whether the products of the enterprises have outstanding selling points and good profitability, as well as the strength and scale of the production enterprises themselves.
Today, with the serious homogenization of products, differentiated products with outstanding selling points are no different from a bright spot in the market, which can arouse the interest of dealers, while good profitability and the scale of production enterprises provide a guarantee for them to become distributors of enterprises.
2. Support the business model of operation and relevant policy support.
If you want dealers to distribute your products with confidence, you must establish an operable business model and related sales policies before inviting investment.
From the support of the prototype, the provision of promotional gifts, the year-end rebate to the distribution of admission fees, the production of display cases, the placement of products, the training, management, promotion and advertising strategies of shopping guides, a model has been formed.
This model must be simple.
As long as dealers follow this model to implement and operate, they will have ideal income.
As far as the author's experience is concerned, most dealers are not worried about the size of investment. The key is whether the purchase can be sold quickly and let your own funds enter a rapid and benign turnover.
With these supporting facilities, dealers can rest assured to make the market.
3. The power of example is infinite.
China people always have the habit of following the trend. When they see other people making money from certain products, they will plunge into it.
Therefore, in the process of attracting investment, we should consider giving preferential policies to key distributors in key areas to influence products and brands locally.
It can be used as an example of later investment promotion, thus affecting other dealers.
This is widely used in the medical and health care industry. At the beginning of the new product listing, the enterprise will determine a certain market as a pilot, explore a set of effective operation methods, and then copy them to other markets in the country.
4. Establish the concept of creating a brand and a famous brand enterprise, so that the enterprise can last for a long time.
5. Do a good job in the service of dealers.
For most distributors, becoming a distributor of a company's products is the marketing support and service that the company values.
Only when manufacturers regard distributors as partners and strategic alliances, share weal and woe with distributors, share resources, and pursue a win-win situation between manufacturers and distributors, can they quickly achieve the success of attracting investment.
In a word, there are indeed many difficulties in the investment promotion of modern enterprises, but it is not entirely without methods.