营销 英译中 3000字
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发布时间：2022-05-06 11:06
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热心网友
时间：2022-06-29 20:21
但是运作几个月来，产品并没有走向市场，零散销售成效不大。而第一年的考核期是有销售任务的。
做了这么多年市场，这样有款有形的产品，怎么就卖不出去呢？在我一系列的“质疑”之下，我发现了很多问题：
1、产品定价太高，每盒定价过万元，黄总急于走奢侈品销售路线，可是产品品牌力的平台没有建立，产品价值体现太空洞。采用传统化妆品的模式（专柜和美容院）在销售“美颜参”，借助专业DM广告的全国招商工作进展艰难。
2、规格太大，为了能体现物有所值，现销售的“美颜参”是500克/包/盒。
3、宣销诉求不明确：产品好在哪里？具体有哪些功效？产品卖给谁？谁会买？在哪里买？
没有可操作的模式等于是苍蝇掉在玻璃杯里，有光明但是没有出路。再则说从产品上看，这根本不能算是一个奢侈品，奢侈品的那种雍容华贵，质地精美完全没有体现出来。这样的产品怎么能卖出去呢？黄总点头称是。那下一步该怎么做呢？
事以至此，还能怎么办呢？作为中小企业的关注者，我经历了太多产品的生生死死，明明知道是不长久，可总盼望奇迹出现，出现了危楼用木板撑一下，能过坎就行，市场上就有很多这样的产品，换个名儿或是换个包装再“忽悠”出场，结果很多老板就是这样在“将就”中死去。也许，这也是中国中小老板长不大的原因吧。
我一直在思考，好产品既然大家都认同，关键是要找一条适合这种奢侈美容品的销售之路，围绕产品提升亮点，为奢侈找到理由，更要为奢侈找到渠道。
模式决定发展，我分析了一下：
传统商超渠道——走专柜，集中做品牌展示，国产品牌根本就没有实力，一般化妆品根本就是沦为跑龙套的角色。
广告轰炸——首先就是制作投放成本巨大，把几个亿投在央视“砸”，也不一定有效果，最重要的是要给产品找到一个好的模式切入点？
招商加盟——国家特许加盟条例也才（2007年）刚颁布实施，国内众多企业还处于转型摸索阶段，条件不成熟。只有像美国的次贷危机一样“打一个漂亮的包”再抛售给投资者，现实证明这是一场灾难。
直销——目前很多化妆品公司和产品纷纷采用这种模式，以面对面深入沟通，通过现场试用和会员积分实现销售。
为什么不采用会销模式呢？我的这个想法浮现脑海：产品具有独一性/消费者群体高度集中/购买力保证/销售氛围营造/产品现场展示/利润价值高……哪一样都可以与会销对接，“美颜参”要想走上会销之路还要做很多准备，我要挖掘它更深层次的卖点，还要重新打造它的奢侈光环。Luxury goods will be sold in the traditional model is not common to medicine-based health procts marketing companies will be the main people in the face of the vast numbers of middle-aged consumers, and "beauty Participation" to the essence of the natural vegetation of plants, for the is a high-end consumer groups, mainly women, which has been seeking since the amount of quality in order to elaborate the mechanism of high technology will allow marketing to promote "beauty Participation"it? To this end, I sleep all night long.
"Beauty Participation" will be gorgeous model turned pin.
Start planning. The first step is to solve the "beauty Participation" luxury background, how to further refine its quality and luxury with a noble demand? I would like a hard day even see the closing credits of the Japanese drama, Emmanuel flash, "beautyのParticipation" in the minds of the Japanese "no" often appears in our view, "no" is also a Chinese character " the "meaning of cosmetics in Japan, there are also manual. In terms of proct packaging, the "no" as the proct name, and will definitely enhance the background of consumer procts like the infinite flaws. I'll announce the name of the total yellow, yellow total agreed.
In the "beautyのParticipation" publicity demands, we are re-engineering:
1, open a "beauty no reference" source of the historical background of
Ginseng History: China is the main Ginseng States Senate the well-deserved, there are four thousand years history of the application of ginseng, ginseng is the Emperor since ancient times
Room tribute.
The effectiveness of note: the Spring and Autumn period of "Huang Di Nei Jing" and "Shen Nong's Herbal Classic", etc. are documented in many ancient medical books.
"Materia Medica of justice" call "rich fluid dependent, and for the most yin."
Interesting anecdotes: The Senate has always been inextricably linked with the state of Chu of the relationship between the Royal Palace. "Chu good slender waist" of the story; Yang such as skin, the legend of hip Breast peak. South Korea in 1611 AD the ancient medical Code "Kam Donguibogam" Beauty on the efficacy of ginseng which also has detailed records.
2, who is close to "beauty no parameters" of the user?
1) a box of thousands of dollars at every turn of this wild wild ginseng female white-collar city in Japan almost commonplace circles.
2) entertainment of Hong Kong reported that the preparation for each concert Sun will use ginseng tonic foods, such as jujube soup. Hong Kong star publicly stated that when she is pregnant, her mother taught her honey and ginseng in water to drink, so postnatal full of gas.
3) sexy goddess Coco Lee Coco Lee, recently, the beauty of their own secret - drunk "dynamic beauty soup", which is a school of Chinese medicine in particular with her mother for her wild wild ginseng beauty burning soup, drink blood and can be nursed back to health enhance the immune system and physical.
"BeautyのParticipation" on the effectiveness of the mechanism
By reference the University of Erlangen, Germany Velde and Peter Mann, Professor in the latest, "The Lancet" medical journal on female estrogen theory, come to the conclusion: to stimulate the normal female physiological hormone secretion, ovarian maintenance is the care of women beauty into any key!
Made: women afraid of? - Appearance of aging, body shape changes (breast ptosis)
Young women to reveal the password for the bright spot, the "beauty no reference" to own a high specific activity material unique isoflavone phytoestrogen rich natural ingredient, it can stimulate the adoption of triple absorption: phytoestrogens -- - progesterone - prolactin added female cells in the body's own bio-active ingredients. Can be from the inside to the outside to stimulate the female ovarian metabolism, to restore skin elasticity strong female beauty breast tender gesture.
Huang Hubei general is a professional beauty health care procts company, introced by Huang total: "beauty Participation" is a kind of ginseng, ginseng and other comparison, the "beauty Participation" fresh wild ginseng have all the good quality, "beauty Participation" have not only the appearance of full, white full Senate, also has the Senate and leaf-breaking, fresh, such as milk, juice surplus features such as magic milk. So magical? Wong showed me the total proct, all cold-storage, knife cut, was out of white pulp. Sticky aroma.
Operation over the past few months, however, did not go to market procts, sales results have not fragmented. The evaluation period is the first year of sales tasks.
So the market for so many years, so the visible section of the proct, how to sell it? In my series of "challenge", I found a lot of questions:
1, proct pricing is too high, pricing per pack over ten thousand, yellow eager to take the total sales of luxury goods line, but the proct is not brand-building platform, the proct value of the hole in space. Traditional cosmetics mode (counter and beauty salon) in sales of "beauty Participation", with DM advertising professional progress of the national investment difficult.
2, the specifications too, in order to reflect the value for money, are sold "beauty Participation" is 500 grams / bag / box.
3, Sun sold the demands of uncertainty: Proct Fortunately Where? What are the specific effect? Proct whom? Who will buy? Where to buy?
Mode is not operational then flies off in the glass, there is a bright but there is no way out. Furthermore, said from the proct point of view, this simply can not be considered a luxury, the kind of luxury, texture fine not reflected. How can such a proct to sell to get there? Huang said the total nodded yes. That the next step how to do?
To this matter, but also how to do? As small and medium-sized concerns, I have experienced too many procts Sang Sang down, knows very well that it is not a long time, hope that a miracle can be the total, there have been boarded up buildings you can have Hom on the line, the market will have many such procts, or another child of another re-packaging appearance, the result of many business owners is the "will" die. Perhaps this is boss of China's small and medium-sized grow up right reasons.
I have been thinking, good proct since we all share the view, the key is to find a suitable for such a sale of luxury cosmetics road, around the proct highlights for the luxury to find reasons to find a channel for luxury.
Mode decision, I analyzed what:
Ultra-traditional channels of business - take up a special counter to display the brand focused on doing, there is no domestic brand strength, the general cosmetic fundamental role is reced to play a small role.
Advertising bombing - first of all, put the cost of proction is a huge investment in CCTV to "hit", it may not necessarily have the effect of the most important thing is to give procts a good model to find entry point?
Join - National Franchise Bill is also before (2007) has just promulgated and implemented, the domestic many enterprises is still in the exploratory stage in transition, conditions are not ripe. Only as sub-loan crisis in the United States as "playing a beautiful package," and then sold to investors, the reality proved to be a disaster.
Direct - a great number of cosmetics companies and procts have been using this model in depth face-to-face communication, through on-site trial and membership sales points.
Why do not the use of model will be sold? The idea surfaced to my mind: the sole of procts / consumer groups, high concentration / purchasing power guarantee / sales environment to create / display procts at the scene / return value ... ... which can be the same as pin docking participants, "beauty Participation" in order to embark on the road will also sell a lot of preparation, I would like to dig deeper selling it, but also to re-create its aura of luxury.
