Facing the impact of low-price products, most salespeople first feel fear and then demand policy support. Here, I share my 15 years of practical strategies, tactics, and techniques for hunting down low-price competitors, divided into three parts. These practical methods are truly 'essential for home travel and deadly business.' I hope you learn how well-known enterprises kill and hunt low-price products. Those who master even one or two techniques will become industry experts, at least boosting performance, at most gaining fame and fortune.
First Kill: Terminal Sniper Kill
- Terminal Buyout Method
Technical Difficulty: ★ level. To combat competitors, sign buyout agreements with terminals to prohibit them from selling competitor products.
Conditions: ★★★★★ level. Simple, crude, and wealthy tycoons can operate.
Effectiveness: ★★★★★ level. But it can cause vicious industry competition and raise market operation costs.
Risk: ★★★★★ level. Suspected of violating the Anti-Unfair Competition Law.
- Terminal Coverage Method
Technical Difficulty: ★★ level. Move competitor products to unseen places (or shrink shelf space, or put them in boxes, or hide behind your own products).
Conditions: ★★★★ level. Design reasonable terminal routes, persist consistently, and maintain good customer relationships.
Effectiveness: ★★★★ level. Requires long-term persistence and is less likely to attract competitor attention.
Risk: ★★★★★ level. Companies of similar strength may cause conflicts; many industry brawls start from this.
- Label Removal Method
Technical Difficulty: ★ level. Remove price tags of low-price products (or accidentally put them away, or drop them into gaps, or flip them over), greatly reducing the effect of special offers. Commonly used in modern KA store channels.
Conditions: ★★★★ level. The main operator needs superb practical skills, with the ability to 'see all around and hear all directions,' making tags disappear unnoticed.
Effectiveness: ★★ level. Terminals or related companies will replenish tags once discovered.
Risk: ★★★★ level. Stores and terminals will penalize suppliers; related companies may cause brawls.
- Gift Tai Chi Method
Technical Difficulty: ★★★★ level. Use gifts with large price differences to counter low-price behavior (e.g., a well-known brand cup with wholesale price of 1 yuan, often displayed at 5 yuan, making consumers feel the gift is worth 5 yuan rather than 1 yuan), making consumers feel your product is cheaper.
Conditions: ★ level. Any company, regardless of size, can implement.
Effectiveness: ★★★★ level. Good results; key is gift quality and sufficient gap between wholesale and retail prices.
Risk: ☆ level. No risk; if glass products, pay attention to transportation conditions.
- Multi-point Display Method
Technical Difficulty: ★★★★ level. Limited by input-output ratio and customer relationships.
Conditions: ★★★★★ level. Only for willful, wealthy suppliers or companies; otherwise, do not attempt easily.
Effectiveness: ★★★ level. Good results, but must achieve multi-point; if low-price companies also do multi-point, effectiveness greatly diminishes.
Risk: ★ level. Easy to trigger imitation by related companies.
- Blank Space Mining Method
Technical Difficulty: ★★★★★ level. For unfamiliar territories, everyone feels difficulty, as with blank markets; at least initial investment is necessary, and mastering relevant technologies upfront is essential.
Conditions: ★★★★★ level. Requires veteran blank market development experts to operate; otherwise, results are poor and money is lost.
Effectiveness: ★★★★ level. If operated properly, good results; if not, lose money but not generals.
Risk: ★★ level. Without certain technical standards, non-experts should not imitate.
Second Kill: Channel Hunt
- Product Portfolio Method
Technical Difficulty: ★★★★★ level. If your product line is long enough and the leading product is prominent, it's easier to operate; otherwise, you need to cultivate a leading product first.
Conditions: ★★★★★ level. Need a leading product that terminals must sell; use the leading product to drive high-priced products to combat low-price products.
Effectiveness: ★★★★★ level. Dull knife killing technique.
Risk: ☆ level. No risk; truly a method to kill enemies invisibly.
- War-feeding-War Method
Technical Difficulty: ★★★★★ level. Harder than product portfolio; need multiple leading products with high profit margins; use high-profit products to subsidize competitive products, directly hunting low-price products.
Conditions: ★★★★★ level. Long-term vision, big-brother boldness, and a general who knows Sun Tzu's Art of War by heart and likes to show off (war-feeding-war).
Effectiveness: ★★★★★ level. Fast knife killing technique.
Risk: ★★ level. In early operations, keep information closed; speed up the process; 'as still as a virgin, as swift as a rabbit,' instantly cutting down the enemy.
- Pulling the Firewood from Under the Cauldron Method
Technical Difficulty: ★★★★★ level. Reduce channel layers and strengthen terminal control.
Conditions: ★★★★★ level. Willing to invest, with long-term vision.
Effectiveness: ★★★★★ level. Slow fire, killing enemies invisibly.
Risk: ★★ level. Very covert.
- Warehouse Occupation Method
Technical Difficulty: ★★★★★ level. Occupy funds, inventory, and personnel; specific methods include shelf occupation, route occupation, terminal occupation, second-tier wholesale occupation, and distributor occupation.
Conditions: ★★★★★ level. Need precise timing; otherwise, trouble if failed.
Effectiveness: ★★★★★ level. Combining the above occupation methods requires the operator to have thorough understanding and insight into the industry; results are excellent.
Risk: ★★ level. Need to monitor competitor counterattacks and imitation.
- Mutual Destruction Method
Technical Difficulty: ★★★★★ level. Develop a suicide product to directly attack competitors' low-price products.
Conditions: ★★★★★ level. Tycoon-level companies with thorough understanding of low-price product consumer needs and strong market control.
Effectiveness: ★★★ level. Ordinary companies should not imitate.
Risk: ★★★★ level. Easy to cause 'kill a thousand enemies, lose eight hundred'; more likely to make wedding clothes for low-price products.
- Price System Disruption Method
Technical Difficulty: ★★ level. Disrupt the price system of low-price products, making channel members unprofitable and voluntarily giving up.
Conditions: ★★★★★ level. Tycoon-level companies, big-brother figures, ensuring low-price companies dare not counterattack.
Effectiveness: ★★★ level. Does not conform to market laws; this method is best for intimidation.
Risk: ★★★★ level. If strength is insufficient, low-price companies may imitate.
- Negative Publicity Method
Technical Difficulty: ★★ level. Discover negative information about a company's products and actively publicize it.
Conditions: ★★★★★ level. In-depth research on media communication.
Effectiveness: ★★ level. Produces some effect locally; if overhyped, it can hurt yourself.
Risk: ★★★★★ level. May be physically attacked by related companies; generally do not operate without overwhelming strength. The above tactics are 'fast-acting, poor long-term, and easy to imitate.' Use them according to your company's actual situation. If used improperly and cause self-harm, the consequences are your own; I am not responsible! Editor's PS: From nearly 1,900 articles published on this public account, I selected 1,067 quality articles and divided them into 14 categories and 57 knowledge points, systematically organizing frontline marketing management content into a library for your learning. From market to customers, focusing on practical combat and management, all are dry goods. After following the public account, reply with the number '1' to browse the following content: Sales Improvement Techniques (73 articles), Sales Supervisor Skills (74), Terminal Visit Management (82), Distributor Market Operations (118), Distributor Development (91), Distributor Internal Operations Management (89), Team Management (53), First Lesson for New Salespeople (96), Efficient Distribution Techniques (117), Sales Manager's Eighteen Skills (90), Managing Distributors (47), KA Operations (35), Internet & Brand (47).