What are the reasons for the poor sales of fruit juice drinks in Bai Zhiyuan?

Many bosses talk about their products with great joy and confidence. Just like praising your children, how good they are, how bad their competitors are, and how awesome their products are. However, such a good product, such a big research and development, so many selling points, can not be sold, can not be sold, so sad!

After introducing the product, I can always see the tired crow's feet in the corner of my boss's eye, vaguely revealing a faint sadness, unyielding stubbornness and a confused face. In fact, the boss is just unwilling and can't save face. The boss also knows that his products can't be sold, otherwise he won't come to dinner. Everyone wants to find the core point of fixed sales and hopes that the product will perform satisfactorily. Unfortunately, of the 25,000 new products produced every year, only a few dozen can survive.

Why is it so hard to sell? We found the law that some products can't be sold, and combined with years of experience and the success or failure analysis of thousands of products every year, we summarized them into eight unsaleable spells. Are you involved, too?

1, bad taste. Either I want to throw up after eating, or I feel very dull.

How important is taste in FMCG sales? Jilin Tianxia Yishui Food Company once launched a ginseng beverage "Ginseng Ginseng", which was quickly eliminated by the market because it was too bitter. I saw this drink on the forum in Zhengzhou. Unique packaging, planned by a well-known planning company. But I tasted it and shook my head. It's too bitter. The person in charge of the enterprise said that if there is no bitterness, the nutritional value of ginseng will be lost. Bitterness is right, it is nutrition. Ginseng beverage, without bitterness, is it still a ginseng beverage? What the person in charge of the enterprise said is very reasonable, but consumers just don't recognize it and no one buys it.

Many people don't know about catering marketing, and taste is the basis of marketing. If the product can't be sold, you should first check whether your product tastes too bad. In pursuit of efficacy, zero addition, health, etc. Many enterprises ignore the taste and lose a lot.

How serious is the consumer's pursuit of taste? It is not a good thing for the elderly to eat more sugar, but when buying fruit, they will habitually ask: Is this watermelon sweet? Is this peach sweet? Wang Lao Ji's slightly bitter herbal tea can't leave Guangdong. After being mixed with sweet water, it has traveled all over the country in a few years, with an annual sales volume of10 billion. In the sales of FMCG, the taste ranks first, and many products can't be sold. First of all, we should check whether there is anything wrong with the taste of the products.

Do consumers have the urge to become addicted to your products? Do they want to drink after drinking? Do they want to eat after eating? If it's not delicious, why sell it? How to return the goods?

Second, the price is scary. Not afraid of death, I am afraid that consumers will think it is not worth it.

Is this thing good? All right! Why can't it be sold? Expensive! This is the feedback of many dealers on "high-end products". So many people complain that ordinary people can only eat junk food, good things and healthy products. You deserve it. Actually? More and more business owners pay attention to the pursuit of health and quality, which makes the industry very gratified. However, while pursuing quality, the cost of raw materials is also rising, and the final ex-factory price is equivalent to the retail price of other brands. The price is scary and the terminal can't be sold. Recently, an article "High price is the trend, low price will die" was popular on the Internet. Really? Cost performance is still the mainstream of consumption. Of course, if the price is low, does it mean that the quality must be reduced? Absolutely not.

Nash received a rice crust consultation. The manufacturer's product cost is extremely high. 3 yuan retails at 60g, while the retail price of rice crust in 3 yuan is basically 138g. A city exhibited the products of seven customers, with an annual sales volume of only over 400,000. However, a local 138g rice crust, which is retailed in 2 yuan/bag, has an amazing annual sales volume of over 5 million.

Of course, many manufacturers will say that the price can be lowered and the quality will also decline. This is the biggest misunderstanding of the price. Consumers don't like cheap, but like to take advantage. Consumers like cost performance, not cheap, and cost performance is not cheap. Nobody wants cheap goods. OPPO mobile phones now sell second in the world, surpassing Huawei and Samsung. Their performance is comparable to that of Apple, and the price is only 1/2 of Apple's. In fact, the price of OPPO around 3000 yuan is not low, and the profit is also very rich. A dry bread imported from Vietnam, coated with white chocolate, is sold in 6.5 yuan. The packaging design is ingenious, giving people the feeling that it is not expensive, and it is an imported food with high cost performance. However, this kind of biscuit is not really cheap, and the profit is very high. Oreo is packaged, 80 cookies are wrapped in transparent plastic bags, and the terminal retail price is 12 yuan, which gives consumers a high cost performance. 12 yuan is not cheap, but consumers think it is cheap. If your product makes consumers feel expensive and worthless, it will be difficult to sell it.

Third, there is a lack of buying points. Sell a laundry list and buy one.

The intersection of consumer demand and product selling point is to buy some. For example, herbal tea has many functions, such as clearing fire, eliminating dampness and preventing heatstroke, but what consumers need most is to remove fire, so eliminating dampness and preventing heatstroke are only selling points, and clearing fire is the buying point for consumers.

Almost all consulting companies and marketing companies are emphasizing selling points and positioning. What are the selling points of your products? In fact, the selling point has become very vulgar in the internet environment. The selling point is promotion. Forcibly explaining the N benefits of a product is actually no different from that of a salesman. Consumers will stay away from a salesman, and they are very exclusive. In fact, consumers don't pay the bill because the product lacks something worth buying. Why buy your product? There are so many competing products, why do I have to buy your products? Is this what I want? Too much emphasis on selling points and forcing consumers to accept them are actually no different from rape. When we go to Apple's mobile phone store, you will find that the shop assistants never push sales as hard as other domestic mobile phone stores. Consumers can experience it at will and feel that they are the king of mobile phone sales.

Lack of buying points, products have no sales basis, dealers have to promote prices. In fact, the lower the price, the faster the product will die.

Fourth, the packaging is too ugly. Obviously, you can eat by your face, but you have to rely on talent.

In fact, the so-called talent, that is, the quality of products, consumers will never know your quality until they try it for the first time. The goods are sold in a piece of leather, and the quality of the packaging depends on the first purchase of the products.

The misunderstanding of traditional enterprise packaging;

1, let the packaging factory design for free. This kind of packaging is very rustic, although it saves the design fee, but it lacks characteristics, does not meet the aesthetic needs of consumers, has vague brands and categories, has no appetite, and naturally cannot be sold.

2. The package has not been tested by consumers, and the boss made the final decision directly. The boss said, yes, this is it. This is beautiful, good, good. As a result, the boss is 50 years old and the consumers of the products are teenagers. Do they like the packaging you like? Do you have the same aesthetic as teenagers? If the boss is a man, if the product is sold to a lady, it will make a joke.

The specialty of packaging not only includes brand, category, gram weight, material, color, appetite, list of various nutrients, point of purchase, differentiation and so on. , but also cost verification and shape design. In order to save the cost of mold opening, many manufacturers directly choose universal bottles and bags. Of course, there is no brand differentiation in products, so it is normal that they cannot be sold.

5. The terminal is out of stock. Most of the products in the dealer's warehouse are half dead.

It is only the first step to attract investment for products. It is very important to give dealers some guidance on how to promote new products, which determines whether the terminal sees the goods. Many dealers' salesmen are reluctant to sell new products, but prefer to sell old products by simply unloading them. Boss, will Master Kong unload some iced black tea? And the new product communication is: boss, we have a new product. Do you want to see it? This product was parked by the roadside in .............................................................................................................................................................................. and promoted in the store. It turned out that the chengguan came and no one saw anything.

On the one hand, new product promotion should give dealers sufficient selling points and explanations, on the other hand, it should also give dealers more reasonable guidance on new product promotion methods and employee promotion salary assessment guidance. Dealers also want to make money, and how to make it is sometimes not particularly clear and lacks professional management. Dealers hope to cooperate with big brands, which can improve the management maturity of dealers. If it is a small brand manufacturer, we must first strive to improve ourselves and try to be a consultant and mentor of dealers, which can help dealers make money.

Make sure that the products are spread out to the terminal before they can be sold. Salespeople are reluctant to promote sales. If they don't promote it once, the product will die in the dealer's warehouse.

Sixth, the emperor's thinking. I think what's right is fine, just do what I say.

There are many centralized bosses in China, but the Internet era needs to win the hearts of consumers. In recent years, the sales of many big brands have fallen sharply, and their products are separated from young consumers. It's just a concept in packaging, which can't meet the young demand of fashion. Wahaha introduced Edison milk, and I found that Edison was actually a childhood memory of the post-80s and post-70s. Now I am not familiar with Edison after 90 s and 00 s, so the sales of products will be blocked.

Packaging depends on you, and as a result, you are over half a year old. Most drinks are consumed by young people, and snacks are eaten by young people. The price is set by itself, and as a result, the market does not recognize it and consumers do not pay the bill. The benefits of blindly adding functions to products are numerous. Everyone tells them how good their products are, but unfortunately they can't grasp the point of consumption, and the products naturally can't be sold.

We have cooperation with listed companies to help you promote the new products of sister jujube. At that time, I really thought that your company wanted us to set the model in Henan, because the company is headquartered in Henan. Later, after the promotion of big data, it was found that it was not Henan that consulted the most. Most of the customers consulted in Henan were consulting to open physical stores. Sister Zao's model market will be set up in other areas. Another case is that Henan is the main producer of soda water, but the province with the highest consumption of soda water is not in Henan.

Leaders always think they know the company best, but in fact you know the consumers least and the market least. You're in charge? Or is the consumer in charge? It's refreshing to say it. If the product doesn't sell, it will be miserable.

Seven, the spread of errors. Money should be spent on the blade, not on the back of the knife.

A company came to me and said that it would put an advertisement of 654.38+million on CCTV. I asked him what his purpose was. He said he wanted to attract investment. I said that your advertising in CCTV can only affect consumers, and not many dealers will go to CCTV to see your advertisement. Now the ratings of TV stations are getting lower and lower, and young people are playing mobile phones. The videos are all Youku, Tudou, Tencent and iQiyi. Most people who watch TV are old people, children and housewives. If your target customers are these kinds of people, TV advertisements will still have some effects, and others will basically have no chance. In addition, there are too many TV stations now, and people's TV viewing ability is very strong. If you advertise on a stage, a group of people will not see it.

I have friends who do decoration and advertise in TV stations to attract consumers. In this way, most of the customers who come to the store are elderly people, and there are almost no mainstream groups. This friend made another newspaper delivery, which cost 6.5438+0.8 million. Only six customers called, and the transaction rate was 0.

The most influential channel of China media is mobile, followed by PC, TV, newspaper and magazine. However, TV is the most used by advertisers, and there are also many newspapers and magazines. Everyone has a soft spot for traditional media such as TV and trusts them, but it is not clear whether the influence of these media has slipped to the third from the bottom. I don't know. It's terrible.

Brands such as Wang Laoji, Huiyuan, Beinmei and Yili have all cooperated with Nash, and they attach great importance to the mobile media communication of brands. Nash's investment promotion is also extremely accurate. Many manufacturers choose to invest in Nash and find that the effect is really good and the cost performance is high. Shunxin's brand selection and food cooperation, such as fruit tea, Hengshun vinegar drink, Wuliangye liquor, I miss you so much, jujube sister and Evergrande balls, have all achieved good results. If tens of thousands of dollars are broadcast on TV, no matter whether you can buy a few seconds of advertising, it will not help marketing much.

It is necessary to choose appropriate communication channels and do a good job in the dissemination of soft texts. Enterprises must focus on the point of purchase of products when promoting, which is the core of brand positioning. Accurate communication, 1 yuan money value 1 ten thousand. If enterprises understand the Internet, pay attention to the layout and optimization of websites and mobile terminals, and pay attention to the spread of new media, it is easy to realize the rapid marketing of light assets. We help a company like Heyuan Shuanglong Beverage, and a few people can sell tens of millions a year, which is definitely a miracle of rapid marketing of light assets in FMCG industry. Our own company Nash also spread through the Internet, and quickly became the top marketing brand in the food industry in 1 year. In such a short time, so many cases, the industry feels incredible, relying on mobile Internet marketing.

Eight, lack of Internet thinking. Look at the world under the door, no matter how wonderful it is, it has nothing to do with you.

What is Internet thinking? In my understanding, Internet thinking is super user thinking. The customer wants 1, and we need to study how to give it to the customer. This will surprise, surprise and even shock customers. Only in this way can we gain word-of-mouth communication, really generate consumption stickiness, and bring recommendation and continuous sales.

Why can Korean turkey noodles catch fire? What's disgusting and spicy is to buy some. Many people love spicy food, but they are never satisfied and can't find a better product. Turkey noodles gave him a surprise, beyond his understanding of spicy, and sure enough, he had loose bowels and swollen lips. The customer shouted and enjoyed himself, while shivering, taking photos and forwarding them.

The sales service of the three squirrels is becoming more and more detailed. The mouse gadget is for the convenience of users to open the outer packaging box, the fruit shell bag is for customers to clean up garbage, the sealing clip is for sealing inedible nuts, and the wet wipes are for wiping hands ... When a big customer buys, even a courier wearing three squirrels will deliver the goods to the door in person, constantly creating surprises for users, constantly surprising users, and naturally bringing incredible spread, forwarding and continuous purchase.

If your friend is in trouble and wants to lend you 2000 yuan to tide over the difficulties, and you give him 5000 yuan as a result, this friend will definitely keep it in mind and be grateful unless there is something wrong with his character.

Users are food and clothing parents, but how many people really think about users? Manufacturers think about how to make money, how to make profits and how to sell more every day. Why do consumers buy? Can the product you created for the consumer surprise him? Let him move out? Make him proud, proud, happy and sweet?

The product is not moving, it's time to reflect!