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As a marketer, you may notice that best-selling products are often not the "good products" with the best performance or highest technology, but rather average-quality goods. Why does this happen?
In fact, there are many reasons why good products don't sell. Here are some summarized reasons:
1. Immature Market: Product Ahead of Demand
We find that many high-tech, superior products have poor sales. An important factor is that the market and demand cannot update as quickly as the product, and consumers are not ready to accept it immediately.
In fact, entering a brand-new market requires considering whether consumer awareness can keep up during the market cultivation period. Being ahead of the curve is not necessarily good; if there is no foundation of market recognition and acceptance, even the best product is useless.
Any new product in the sense of innovation will face the harsh test of time and market. During this long period of market cultivation and guidance, you must know that your product is ahead of demand. If you follow general marketing promotion methods, you are likely to become a market martyr.
One suggestion is to concentrate marketing resources on a specific group, market, or specific demand for in-depth and effective promotion, using point-to-area approach, conducting pilot projects, formulating long-term development plans, investing moderately, and developing progressively. Avoid blindly expanding, thinking that because the product is advanced and the market is blank, you can aggressively distribute nationwide, only to find that consumers may just be learning about the product when you can no longer support the huge marketing and management costs, and quietly withdraw from the market.
2. Consumer Sunk Costs and Risk Aversion
Another important reason why good products don't sell is that consumers have formed fixed mindsets, even habits or emotional attachment, towards old products they have used and purchased. At the same time, they worry that buying new products may bring uncertain losses and risks, making it difficult for them to accept other products with better performance and quality.
Moreover, consumers' past consumption experiences and self-perceptions have formed strong personal impressions that are hard to change.
3. Narcissistic Fantasy About the Product
Many high-tech companies, especially leaders with a research background, are excited about their "epoch-making" products and believe that as long as the product is good, it will conquer the world.
This situation arises because many companies work behind closed doors, thinking that if their product can solve difficult problems, there will be a market. But the ruthless facts tell us that problems and troubles do not necessarily represent demand.
Therefore, companies must not be dazzled by their product's performance or technology content. The key is to combine with the market to find the real consumer group and demand.
4. Structural Defects in the Product Itself
We find that many good products don't sell well because they overlook some product details.
In fact, many structural problems in products can be improved or avoided.
5. Brand Positioning Lost
An important factor in poor sales of many good products is the loss of brand strategy and wrong direction.
6. Marketing Communication Like Playing the Lute to a Cow
Of course, most good products fail to sell because they lose at the "last centimeter," which is the communication performance that breaks through consumers' defensive psychology.
- The communication slogan does not reflect the phased tasks of communication.
If it is a mature product, one communication slogan can achieve the intended purpose.
But for a new product that is trying to conquer the market, consumer education is a gradual process. If you rely on a description of the final result and expect consumers to accept it, you are overconfident in consumers. The correct approach is: at different stages, change the communication slogan to gradually build consumer awareness of the new thing, and ultimately achieve consumer education, thereby achieving the goal of market cultivation.
For example, the communication slogan of "Wugudao Chang" can be divided into three logical stages:
Stage 1: Refuse frying, retain nutrition (reasoning)
Stage 2: Refuse frying, look forward to health (dream-making)
Stage 3: Refuse frying, retain health (result)
- Although the communication performance is full of dominance, it is difficult to form communication with consumers.
7. Management Dysfunction Holds Back
Many good products fail to succeed because of a fundamental reason: lack of professional operational and management experience.
In fact, marketing is sometimes simple, but management is complex. We can learn from the marketing methods of companies like Coca-Cola and P&G, but the management systems behind them are difficult to imitate, which is precisely the ceiling that many enterprises encounter in their development. Therefore, it is necessary to find your own management blind spots and make breakthroughs.
In summary, the fundamental reason why good products don't sell well is the thinking and vision of the business operators. Whether the market is immature or consumers are conservative, there are effective ways to accelerate or change them. If you have good products and are worried about sales, please seriously consider the above reasons, discover the essential problems, find the right methods, and concentrate on solving them. Victory may be just around the corner.
Source: Internet
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