Five major hidden rules for the survival of China's small and medium sanitary companies

As early as a few years ago, some sanitary enterprises that had a keen eye and a sense of urgency had already acted, but there were often cases where the distributors did not recognize the product and the market refused it. In this regard, some companies think that their quality is too high, and some feel that domestic consumers have problems with their ability to understand, and others think that competition is lacking in order to give up or be overwhelmed by the tide of the market.

The sluggish sales has become a problem faced by export enterprises in domestic sales. The root cause lies in that export companies look at problems with their own inertial thinking, which leads to misplaced thinking. They do not go as far as the Romans do, and are destroyed in the rules of the game. For Chinese small and medium-sized sanitary ware companies to have good domestic sales, the key is to understand and grasp the unspoken rules of sales in the domestic market.

One of the unspoken rules: heavy factories, heavier market bases, factories, and products, which are the troika that drive the leading export markets, must be taken seriously. But for the domestic market, the era of industrial chain marketing, the market as the head, which determines the speed of enterprise development and quality of life. When exporting, enterprises dumped the market to foreign companies and did not participate in the construction. When they operated in China, they still wanted to survive by simple foundry methods. This was more than just a result of geographical and labor advantages. The way out is to operate the market independently and become a brand.

The domestic market is a booming enterprise, and most of the advantages are in the market and brand. Therefore, the most important thing for export enterprises to strengthen domestic sales is the concept of mode. The mode concept is the direction and the direction is wrong. The bigger the horsepower, the faster it may die!

Unspoken rules II: In the domestic market, there is no brand that cannot live in foreign markets, nor does it allow companies to do their own brands. In the domestic market, competition has become hot, from product wars to price wars, from conceptual warfare to channel warfare to brand warfare, marketing warfare, and the market has also become mature and rational. At present, the brand has become an entry barrier in the food industry and its brand awareness. The level of loyalty, loyalty, reputation, brand culture, and brand spirit have all been launched. Exporting companies do domestic sales and must pay attention to brands. This brand is a brand in the true sense, and is a brand recognized by consumers. It is not issued by a certain unit. The card, which is precisely the shortcoming of the export leader.

In terms of brand, this phenomenon is more common in export-oriented enterprises that have switched to domestic sales. "The product is a giant and the brand is a baby." However, this "baby" must allow him to grow up. Can't escape. There must be a good solution. Brand engineering is also a natural process.

Unspoken rules 3: Value is king Some friends complain that domestic consumers cannot afford my products. In fact, this is not the case. China's spending power is beyond doubt. If it still stays at the level of "can't afford to spend," you will probably miss the "good market in the world." Foreign companies and luxury brands all see China's high-end market opportunities. Enterprises sitting in the "fortune pit" complain that their products are good and their prices are high. Consumers cannot accept it.

In fact, when the consumer purchases a product, the most important thing is the value. As long as he feels worth, he can spend 3 months on the salary and buy a handbag. This is the value.

Therefore, how to convert your own quality advantage into a value advantage is something export companies need to consider.

Hidden Rule 4: Diversified Market Channels The sales channels of export companies are very narrow. It is generally through some export fairs to win orders and communicate one to one. It is simple and direct.

There is a big difference in the domestic market, such as sales channels, supermarkets, wholesale, specialty stores, online, direct sales, group purchases, gifts, special channels, and other sales channels. The mode of cooperation with dealers is full of tricks. If the company’s marketing model is not Clear, it's easy to go astray.

This requires companies to design their own marketing model before operating the market. The core of the marketing model is "convenience to purchase". There are primary and secondary steps. Not any product is suitable for super business.

Hidden Rule 5: The price determines the price determined by the market, which is a common law in exporting enterprises. The price of an export company is usually a method of calculating the cost and then adding a few percent of the profit. In the domestic market, the price is determined by the consumer, so from the product to the brand to the channel, all factors determine the price. Therefore, in China, the positioning of brand positioning products, as well as the grasp of market elements such as channels and consumer groups, especially the value levers of consumers, determine the price of products, and its cost elements are far greater than the cost elements.