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          首頁 > 創業幫 > 加盟學堂 > 分析 > 家紡庫存老產品如何換發新生機?

          家紡庫存老產品如何換發新生機?

           2015-4-10

               產品進入衰退時期,產品面臨銷量增長的瓶頸,新品上量還需時日,如何激活老產品,給老產品注入新鮮血液,這已成為營銷十分關注的命題之一。

          家紡庫存老產品如何換發新生機?

              當企業的主力產品由成熟期進入衰退期時,這個產品必面臨一個銷量增長的瓶頸,關鍵是如何找到一些可以幫助企業實現更高水平增長的新營銷策略與技術,提升老產品勢能來鞏固老市場。因此,如何激活老產品,給老產品重新注入新鮮血液,這將是企業屹立于市場不敗的法寶之一。

              眾所周知,老產品一般有都會面臨如下癥狀:價格過于透明,產品價格混亂,各店零售價格不一,渠道各環節利潤空間相對較低,渠道混亂,市場串貨現象頻繁發生;消費者主動消費時客戶卻不愿意賣,甚至會發生客戶不賣還造謠產品質量,時常讓企業很無奈。

              當一個產品遭到渠道封殺時,這個產品生命基本要很快進入到死亡的邊緣線上,即使消費者消費忠誠度很高,但是由于買不到,連續幾次后就會轉移消費新的產品。結合老產品面臨的主要問題,需要激活解決兩個方面的問題:一是消費者買的到的問題;二是渠道推的問題。其中如何解決渠道或終端推的成為關鍵。

              那么究竟如何激活老產品呢?

              一、從產品與品牌方面激活老產品

              一般來說老產品在一定區域市場暢銷一定時期后,一方面會有大量競品進行跟進模仿,另一方面如果企業在產品包裝、公關宣傳、終端形象維護、售后服務、價格管控等方面的工作跟不上的話,就很容易造成產品逐步老化、品牌活躍度逐步降低的現象,最終造成消費群的逐步流失,產品逐步衰退。

              對此,我們在產品和品牌方面激活老品,常采用的一些措施有:

              一是在保持產品主體視覺形象不變的情況下,適時的更新產品的包裝,如保持外箱、瓶型不變,原有(木盒、鐵盒、金卡)產品價格上提,以(白卡、塑印)產品填補原有價格。所以,依托產品升級,進行柔性提價,絕對不可以裸奔,直接提高產品零售價,這會導致渠道、終端的抵抗。

              二是加強產品在終端的形象維護,產品陳列、終端生動化宣傳等一定要整齊規范,嚴格管理維護,讓消費者一來到終端就能感受到老產品活力;

              三是除良好的媒體宣傳外,有計劃的不定期開展與目標消費群的公關互動活動,比如可以圍繞時代焦點話題開展的事件營銷、萬人游、社區公益等等活動,以保持品牌的活躍度,拉近品牌與目標消費群的關系,避免品牌的影響力逐步衰退;

              四是在產品包裝設計、品名設計、產品宣傳方面一定要體現自己獨特的地方,盡量減少競品模仿跟進的機會,與同類產品形成鮮明的區隔。

              二、從渠道方面激活老產品

              老產品銷量大,市場占有率高,銷售渠道一般較長,一般包括經銷商、二批商、終端商三個層面。

              1、從經銷商層面分析

              一是由于渠道利潤降低,經銷商維護市場的積極性跟不上。這類問題的處理措施就是加強對經銷商的引導和改造,通過強化市場開發維護隊伍、推行深度分銷增加空白網點或市場來提高經銷商積極性;實在不行就要考慮渠道下沉,減少渠道層級提高渠道利潤,即取消經銷商,直接由二批商來操作老產品,提高二批積極性。如推行“小區域獨家代理制”,制造壟斷格局(甚至可以2、3個鄉鎮形成一個獨家分銷商);

              二是老產品的利潤低,沒有足夠的利潤支撐市場維護工作。這類問題解決的措施就是不與競品比絕對力度,而是利用老產品的規模銷售優勢整合促銷資源,抓住有利季節按照靈活隱蔽的原則開展好渠道各環節的促銷和維護工作,適時的搶占渠道的資金和庫存,遏制競品的導入和拓展;

              三是指導經銷商適時引進新品,以老產品帶動新產品,通過新產品高利潤點來填補老產品低利潤點。

              2、從二批、終端層面分析

              在二批、終端層面層面容易出現的問題是由于經營老產品利潤低,因此銷售老產品的積極性降低,容易轉移主推競品。針對此類現象最有效的實施措施為:

              一是在確保價格體系穩定的條件下,分淡季和旺季對二批開展促銷壓貨,搶占二批商的資金和庫容,采取模糊返利、累計獎勵等形式進行壓貨,避免客戶再降價銷售,壓貨后要控貨提價,提高渠道、終端利潤;抓住了二批商的核心利益,就抓住了銷量。分銷商(二批商)毛利增加100%左右(二批商的平均毛利很低,是最薄弱和最易突破的環節);流通渠道的“兩個一半”特點:一半銷量在‘二節’,一半銷量在‘二批’”。

              二是加強對二批商的業務跟蹤、開展銷售培訓、開展階段性銷售競賽等活動均可提高二批的積極性;

              三是通過終端陳列生動化支持或者開展陳列競賽,來間接提高終端銷售利潤,同時強化終端形象維護、終端暢銷氛圍營造不夠、刺激終端銷售積極性。

              其實,一般保障渠道“推薦率第一”存在兩個辦法:法則1、保障物質利益:毛利1.5法則;(不要貼現在價格上,陳列費、模糊返利、累計獎勵等);法則2、保障情感利益:加強客戶溝通、管理、服務等。

              三、價格方面激活老產品

              穩定的價格和合理的渠道利潤是老產品能高持續暢銷的生命線。老產品在價格方面常面臨的問題是:

              一是渠道的利潤低,遭受競品攻擊時,反擊的能力弱。對此問題我們在實際工作常用的策略是,加強對市場的預測和競品信息的搜集,搶在競品前面開展促銷壓貨工作,盡量減少競品的機會,同時階段性引進促銷力度大、利潤空間大的策略性產品來打擊競品的攻擊;

              二是持續強化對老產品的剛性價格管理,延長生命周期,引導終端渠道嚴格按照企業指導零售價進行銷售,嚴禁終端降價銷售,加速老產品死亡。

              三是提高零售價,拯救成熟產品的最關鍵點就是如何提高渠道商利潤。具體辦法為:

              辦法1:抓住漲價機會,如經濟通脹,原材料漲價;產品包裝升級;其他競品漲價等利用或機會;提高供終端價拉升終端零售價;

              辦法2:以老品帶新品,變相加大物質獎勵,置換利潤;

              辦法3:小步慢跑,促銷牽引。“小步慢跑”的漲價方式,消費者支付5%~10%左右的漲價成本是比較容易接受的(30元*5%=1.5元;60元*5%=3元);設定合理的漲價理由(切忌-漲價裸奔):先從個別產品漲價開始,切忌全部漲價。

              四是控制大戶政策。大戶政策是低價的市場串貨,引起市場價格的波動的根源。此類問題主要加強三個方面的控制,其一,產品供價統一性,大戶采取模糊獎勵政策,價格維護獎勵政策;其二,產品流向的嚴格管理;其三,串貨行為的嚴格懲罰。

              四、從促銷方面激活老產品

              老產品在促銷方面常存在的問題有:一是被競品牽制,跟隨競品被動促銷,特色少。二是促銷變成銷售政策,能加不能減,造成價格的逐步下滑。

              針對促銷方面的問題主要辦法就是:加強對市場信息的收集和預測工作,加強促銷工作的計劃性、規劃性、主動性針對性、時機性、可控性;強調促銷形式的巧妙、強調促銷方式的新穎,不要一味采取降價方式進行促銷,那樣只能讓產品猝死。

              五、激活老產品的5個統一策略

              廠家主導市場,進行上擴下延出的產品,確保全系列通賣,充實廠家實力,增加廠家的投入基礎。(終端商是很難自我或自覺漲價銷售的,必須依靠廠家主導)。采取5個統一策略,即是統一主導產品,統一價格策略,統一網絡結構,統一推廣政策,統一考核標準(需要什么、考核什么)。

              六、區域型提價的8個策略要點

              1、“多品輪動”:在老產品提價是一定不能同時提價,一旦提價失敗,就會造成老產品的快速下市,故此采取多品輪動,降低風險和集體抵制。

              2、“步步為營”:小步慢跑,少量多次,一元錢一件。提價幅度較大時,不宜一步到位,應分為幾個小階段,化整為零。盡可能做到每次提價不會引起消費者的過分緊張。根據經驗,每次提價應控制在5%~10%以內,超過15%,風險較大。

              3、“暗渡陳倉”:產品分化,聲東擊西。(訂貨會、提價產品多政策、用其他產品彌補老產品的低利潤。

              4、“事前放風”:在提價前向經銷商有意無意透露信息,使經銷商可以提前進貨。如果突然通知提價,經銷商則可能處于觀望狀態,會停止或減少進貨量,而且在他們沒有任何準備時提價容易引發其抵觸情緒。

              5、“合縱連橫,利益共同”:提價讓廠家和經銷商、渠道共同獲利,是我們提價的目標之一。尋找同盟。分化瓦解不支持者。(二批利益大于經銷商)。

              6、“促銷掩護”:每一次促銷都是提價的機會,每一次提價一般都要有配套的促銷。

              7、“填補空檔”:以“低材同品,填補空檔”。防止競品趁虛而入。

              8、“饑渴效應”:控量提價。有時候,有限的產品銷售反而會擴大市場。

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