Facing the impact of low-priced products, most salespeople first feel fear and then ask for policy support. Below, I share my 15 years of practical strategies, tactics, and maneuvers for hunting down low-priced products in three parts. These methods are truly 'essential for home travel and murderous deeds,' hoping you learn how famous enterprises kill and hunt low-priced products. Those who master even one move will become industry experts, with soaring performance or great fame.

I. Terminal Sniper Kill

  1. Terminal Buyout Method:

    • Technical difficulty: ★ level. To combat competitors, sign buyout agreements with terminals to prohibit them from selling competitors' products.
    • Prerequisites: ★★★★★ level. Simple, crude, and wealthy tycoons can operate.
    • Effectiveness: ★★★★★ level. But it easily leads to vicious industry competition and raises market operation costs.
    • Risk: ★★★★★ level. Suspected of violating the Anti-Unfair Competition Law.
    • Representative company: A certain No.1 brand in the instant noodle industry.

  2. Terminal Coverage Method:

    • Technical difficulty: ★★ level. Move competitors' products to unseen places (or shrink shelf space, or put them in boxes, or hide behind your own products).
    • Prerequisites: ★★★★ level. Design reasonable terminal routes, persist consistently, and maintain good customer relations.
    • Effectiveness: ★★★★ level. Requires long-term persistence and is not easily noticed by competitors.
    • Risk: ★★★★★ level. Companies of equal strength may cause conflicts; many industry brawls start from this, such as the Kang-Shi (Kangshifu vs. Master Kong) fight and the Jia-Wang (Jiajia vs. Wangwang) melee.
    • Representative companies: Certain No.1 and No.2 brands in the instant noodle industry; a certain international beverage brand; a certain No.1 brand in the frozen food industry.

  3. Label Removal Method:

    • Technical difficulty: ★ level. Remove price tags of low-priced 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 (Key Account) channels.
    • Prerequisites: ★★★★ level. Operators need superb practical skills, with the ability to 'observe all directions and listen to all sides,' making low-priced product labels disappear invisibly.
    • Effectiveness: ★★ level. Terminals or related companies will replenish labels promptly after discovery.
    • Risk: ★★★★ level. If discovered by stores or terminals, suppliers will be penalized; if discovered by related companies, it may cause group fights.
    • Representative companies: A certain No.1 brand in one industry; another No.1 brand in another industry; yet another No.1 brand in a third industry.

  4. Gift Tai Chi Method:

    • Technical difficulty: ★★★★ level. Use gifts with large price differences to counter low-price behavior (e.g., a well-known Chinese brand cup has a wholesale price of 1 yuan, but its terminal display price is often around 5 yuan, making consumers feel the gift cup is worth 5 yuan instead of 1 yuan), making consumers feel your product is cheaper.
    • Prerequisites: ★ level. Regardless of company size, this can be implemented.
    • Effectiveness: ★★★★ level. Good results; key is ensuring gift quality and sufficient gap between wholesale and retail prices.
    • Risk: ☆ level. No risk; if glass products, pay attention to transportation conditions.
    • Representative companies: A certain No.1 brand in the domestic dairy industry; a No.1 brand in the meat products industry.

  5. Multi-Point Display Method:

    • Technical difficulty: ★★★★ level. Limited by input-output ratio and customer relations.
    • Prerequisites: ★★★★★ level. Only for willful, wealthy suppliers or companies; otherwise, do not easily attempt.
    • Effectiveness: ★★★ level. Good results, but must achieve multiple points; if low-price companies also do multi-point displays, the effect is greatly reduced.
    • Risk: ★ level. Easily imitated by related companies.
    • Representative companies: A certain No.1 brand in the instant noodle industry; a certain No.1 beverage brand.

  6. Blank Market Excavation Method:

    • Technical difficulty: ★★★★★ level. For unfamiliar fields, everyone feels it's difficult, and blank markets are the same; at least early investment is necessary, and mastering relevant technology early is essential.
    • Prerequisites: ★★★★★ level. Requires a veteran blank market development expert to operate; otherwise, it won't achieve results and will lose troops and money.
    • Effectiveness: ★★★★ level. If operated properly, results are good; if not, you lose money but not generals.
    • Risk: ★★ level. Without certain technical standards, non-experts should not imitate.
    • Representative companies: No.1 brands in multiple FMCG industries.

II. Channel Hunting Kill

  1. 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.
    • Prerequisites: ★★★★★ level. Need a leading product that terminals must sell; use the leading product to drive higher-priced products to combat low-priced products.
    • Effectiveness: ★★★★★ level. The art of killing with a dull knife.
    • Risk: ☆ level. No risk; truly a way to kill enemies invisibly.
    • Representative company: A certain No.1 brand in the meat products industry.

  2. War-Sustaining War Method:

    • Technical difficulty: ★★★★★ level. More difficult than the product portfolio method; requires multiple leading products with high profit margins; use high-profit products to subsidize competitive products and directly hunt low-priced products.
    • Prerequisites: ★★★★★ 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-sustaining war).
    • Effectiveness: ★★★★★ level. The art of killing with a fast knife.
    • Risk: ★★ level. In early operations, keep information closed; during operation, speed up; 'quiet as a maiden, swift as a rabbit,' cutting down enemies instantly.
    • Representative company: A certain No.1 brand in the meat products industry.

  3. Cutting Off the Fuel Method:

    • Technical difficulty: ★★★★★ level. Reduce channel layers and strengthen terminal control.
    • Prerequisites: ★★★★★ level. Willing to invest and have long-term vision.
    • Effectiveness: ★★★★★ level. Slow fire and small simmer, killing enemies invisibly.
    • Risk: ★★ level. Very covert.
    • Representative companies: Most current No.1 FMCG brands have used this method; in fact, Taobao and e-commerce channels also succeeded by following this idea.

  4. 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.
    • Prerequisites: ★★★★★ level. Need precise timing; otherwise, if you miss, troubles multiply.
    • Effectiveness: ★★★★★ level. Combining the above occupation methods requires the operator to have a thorough understanding and insight into the industry; results are very good.
    • Risk: ★★ level. Need to promptly watch for competitors' counterattacks and imitation.
    • Representative companies: This method is sophisticated and unique; every FMCG company uses it, but only a few flexibly apply multiple occupation methods; experts are few. For example, a certain domestic beverage No.1 brand.

  5. Mutual Destruction Method:

    • Technical difficulty: ★★★★★ level. Develop a suicide product to directly attack competitors' low-priced products.
    • Prerequisites: ★★★★★ level. Tycoon-level companies with a thorough understanding of low-priced product consumer needs and strong market control.
    • Effectiveness: ★★★ level. Ordinary companies should not imitate.
    • Risk: ★★★★ level. Easily causes 'kill a thousand enemies, lose eight hundred'; more likely to make wedding clothes for low-priced products.
    • Representative companies: I only know two companies that flexibly use this method effectively: one is the international company 'Coca-Cola' (某乐), and the other is the domestic famous company 'Shuanghui' (某汇).

  6. Price System Disruption Method:

    • Technical difficulty: ★★ level. Disrupt the price system of low-priced products, making channel members have no profit to operate and automatically give up.
    • Prerequisites: ★★★★★ level. Tycoon-level companies and big-brother figures to ensure low-priced 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-priced companies may imitate.
    • Representative companies: A weapon for many second-tier brands with big-brother nature to deal with third-tier brands.

  7. Negative Publicity Method:

    • Technical difficulty: ★★ level. Discover negative information about a company's products and actively publicize it.
    • Prerequisites: ★★★★★ level. In-depth research on media communication.
    • Effectiveness: ★★ level. Produces some effect locally; if overhyped, it can hurt yourself.
    • Risk: ★★★★★ level. May suffer physical attacks from related companies; do not operate without a huge strength gap.
    • Representative company: A well-known Jiangsu company with annual revenue of over 10 billion yuan; this method is executed brilliantly, but its salespeople have been beaten by related companies' salespeople numerous times.

These tactics are 'quick in effect, poor in long-term, and easy to imitate.' Use them according to your own company's actual situation. If misuse leads to 'self-harm,' the consequences are your own; I am not responsible!

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