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The development of the automotive industry has spurred the development of the lubricant industry. The consumption of lubricants has been upgraded to civilian consumer products. Perhaps in the near future, we will purchase lube products just like we now buy beverages. Shopping malls and supermarkets can buy them everywhere. . Although the volatility of oil prices has made many oil operators struggling, there are still many people with lofty ideals who have stepped into the lube industry and come to Zhang Da Haikou to eat this big cake.
So more and more lubricating oil brands, from the influx of foreign, domestic, whether or not there is no production plant, as long as there is little money, there is a bit of market, want to operate a brand on their own, a blessing in the market! So more and more lubricating oil agents, more and more oil in the auto parts market, each look to find, almost no put a jar or two oil products. Everyone seems to be rushing to the market like this one, but how many people are laughing and winning? The more people who make oil, the tighter the brows are locked, and the only one that is fatally fatal is "I don't know how to operate."
The modern lubricants market has experienced fierce competition and the market demands have become increasingly diversified. The survival of all enterprises is only market-oriented, and the realization of benefits is only one market. If we cannot use the market as the only coordinate, we will operate blindly and sometimes even with the market demand. As a result, we will inevitably go into a dead end, and we will end in a dead end.
Then, how do we manage our own business and how to benefit from the market? The author believes that if a lubricants company's operator wants to make the product reach the consumer and make it satisfactory, it must develop and use various marketing methods for the market. The following three cards are good:
First, the product brand Many lubricant agents initially chose to run a certain brand, first of all affirmed from its products, such as product price, packaging, variety structure, etc. These are the decisive factors that determine the choice of brand management. Due to the complexity of after-sales services and the persistence of operations, the quality of lubricants is certainly the first element in choosing a brand. But precisely because of the influence of such a factor, many people aggravate its weight. Even when choosing a brand, it will be the first or decisive factor. Therefore, many agents have chosen the Institute or some senior engineer himself. The company's products are run by the company's products, but they ignore the factors of market operation after product quality assurance, such as price, such as product structure, such as market cooperation and operation programs. So there will be such confusion: my product quality is very good, the price is not too high, why can not always sell it? Why can't sales always be done?
The ultimate realization of product value is to complete the customer's purchase behavior, so the customer's recognition is the most direct goal of the business. In order to achieve this goal, the product determines a certain quality standard and constantly adjusts the structure of the product. However, no matter how it is adjusted and improved, it must be clear that both the quality and the variety are just means and ways to achieve sales (effectiveness). Is the key to "product licensing." Therefore, after the establishment of operating lubricants, selecting a brand of products, selecting their product variety, and the company behind the brand are all critical. If the product quality is very good, the price is also good, but from the manufacturers do not have any guidance and support for you, or the manufacturer's own business is not stable, but you do it but closed down, this is not conducive to your business, so play well A "product card", which requires you to consider carefully before the card.
Second, the publicity card In order to allow more consumers and retailers to understand your agent's products as soon as possible, close to your product, lift the consumer's refusal of the product and other issues, agents should pay special attention to product promotion and promotion. A good product (especially a new product that the manufacturer has just developed, or a brand that the market has never touched before). If it is not understood and understood by the majority of customers and consumers, then its quality is better and quality is better. High, packaging and beautiful, it will not be easily accepted by consumers, it is like "keeping in the depths of no one knows, good wine is also afraid of a deep alley."
The means that can quickly and widely inform is naturally propaganda. Many agents are very conservative and think that I have promoted the brand of a manufacturer in a certain area. Once it is successful, the manufacturers do not admit it, and there is a feeling of “wedding for peopleâ€. Almost all lubricant agents hope that manufacturers can give them advertisements. Support, newspapers or radio, or even a promotion, ... ... all the costs of all publicity, it is best for manufacturers to "bleed", their own input, it does not feel worth it. Because of this narrow understanding, there are few lubricants agents who can dare to pay for market promotion. The company's name is "If manufacturers do not support, I can't do it."
In fact, this is a misunderstanding. Put in publicity, the market is open, and ultimately the biggest gain is the agent itself! Although the impact of propaganda is that consumers will increase the recognition of manufacturers' products, the business network of the dealer companies themselves will continue to expand and stabilize, and the company’s popularity will also go out. The degree of recognition will also increase, and the dealer itself will also have a high degree of loyalty. Even if an innocent and innocent manufacturer has something out of control and no longer operates the brand of this manufacturer, it is difficult for manufacturers to really enjoy the benefits of fishery in your regional market. Refusal to invest in the promotion of a lot of agents, but put into the marketing of the agents, and not because of the promotion of the manufacturer's brand, once the switch to other brands and the market will be lost.
Pick up the lube agent for this deck. They are reluctant to publicize this card or advertise it badly. The outcome is the same. Therefore, when you decide to invest in publicity, be sure to do detailed planning and budgeting. Even if you are not sure, spend some money and ask people to plan. It's better than spending money on ideas.
Promotion of this card requires the use of funds. How to get it out will require good planning.
Third, the service card With the increase in consumer purchasing power and demand trends, the importance of service factors in corporate marketing has exceeded the past, and gradually become a key factor in determining the level of corporate market competitiveness. Some people think that: the era of competition between companies only in the quality and cost will soon pass, the focus of competition turned to services, the world economy has begun to enter the "service economy era." While improving the quality of products and giving play to their price advantages, companies can not become a first-rate product in the minds of consumers if they cannot improve their knowledge of service elements even with quality products.
Lubricant product is a product with stronger knowledge. The demand for such service is more prominent. Before the product enters the market, the agent company must strengthen the training of a competent sales person, provide product knowledge to the customer, and guide the customer to choose. The most suitable products for their own needs and master their use, so that customers can acquire additional intangible knowledge while purchasing tangible products. In our industry, there are many kinds of such services. Currently, a wider and simpler implementation can be implemented by distributing pamphlets such as the “Driver Handbook†to users and disseminating the knowledge of using oil products to drivers. There. In addition, there are agents that regularly hold customer training to provide effective training guidance for retailers on the front line of retailers. There is also a few days of sending a salesperson to the retailer. The staff of the pro-liberal company headquarters leads retailers to sell oil. ... It is said that the Meifu agents in Zhanjiang even invested their own money in purchasing a set of oil testing instruments and regularly tested the quality of the oil for their own users. Their service is ahead of the others and it is worth learning.
In real life, it is not difficult for us to find that service-oriented businesses are always customers. Mr. Oberle, senior manager of after-sales service at Shanghai Volkswagen, once said, "A successful company must provide good after-sales services in addition to producing high-quality products. This philosophy is fundamental to the success of the company." Because of this, Shanghai Volkswagen has special service stations in all directions, from Qiqihar in the north, to Haikou in the south, to Jiamusi in the east, and to Urumqi in the west, providing users with perfect and attentive services anytime and anywhere. To provide customers with perfect and timely after-sales service, it can be said that it has become a part of the world's industrial development trend can not be ignored.
At present, the lubricant industry's agents have always said that the concept of service is less, and even the entire company does not have a full-time service personnel, let alone a waiter who understands technology. It is said that some of the lubricant companies that have done a lot of oil are really spending money to hire retired old lubricants experts or engineers as their consultants and specialize in service work. This kind of service plan for setting up personnel is not Can we all think about it?
Our business in the lubricants industry is actually a game, or a life gambling game. To win at the lube brand table, there must be two conditions. First, there is a good hand (there is a right one. The brand and the right product), and the player's strategy (excellent management and marketing concepts). The author here only points out the three trump cards for successful operation. However, how to operate it requires agency managers to play steadily in the ever-changing markets, or to win in surprises, and to show their abilities.
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