In today's fiercely competitive terminal market, every manufacturer hopes to launch a few high-margin, best-selling high-end products. Therefore, capable companies independently develop high-end products, while less capable ones quickly follow and imitate the high-end products of larger enterprises. However, in the actual operation of high-end products, companies (especially domestic ones) repeatedly use low-end product tactics to operate high-end products. The main operational pitfalls include the following:
High-end products with low-end display A visit to retail stores reveals that some companies have launched high-end products, but their high-end products are only high-end in price, lacking distinctive display, and are chaotically placed alongside low-end products. Solutions:
Based on the company's own strength, selectively create model stores and use their effect to enhance the visibility of high-end products;
Put sufficient effort into the display of high-end products, using specially customized, high-grade dedicated shelves for display;
The promotional materials for high-end products (shelf stickers, price tags, wobblers, POP, floor stickers, hanging flags, floor stack image boards, etc.) should be made with materials consistent with the positioning of high-end products. Additionally, the company should develop an illustrated operation manual for store displays and the use of promotional materials to facilitate unified and standardized execution by the sales team.
High-end products with low-end promotions Many high-end products in stores still continuously use buy-one-get-one-free methods, such as buying a box of milk and getting a kettle, or buying a bottle of fish sauce and getting a pack of noodles. Is the true target consumer of the product really coming just for the promotional gift? The reasons for the above problems are as follows: 1. During the actual launch of high-end products, because company leaders have high expectations for them, they impose sales volume assessments on the sales team. To complete sales tasks, avoid fines, and even receive high rewards, sales personnel privately divert promotional gifts from regular products to high-end product giveaways; 2. The company's marketing department is relatively weak, and company leaders lack awareness of high-end product operations. After product launch, to achieve better sales expectations in the short term, they use promotional methods such as buy-one-get-one-free and special discounts on high-end products to boost sales. Solutions:
First, high-end products are produced to meet the needs of the high-end target consumer group in a certain aspect, while also satisfying their sense of nobility and vanity. Continuous, unplanned buy-one-get-one-free promotions will damage the image of high-end products in the minds of target consumers;
Promotions for high-end products should be based on the needs of the high-end consumer group, such as giving fitness memberships, travel, etc. Even if product buy-one-get-one-free promotions are necessary, they should be uniformly designed by the company's marketing department, with promotional gifts uniformly purchased (incorporating the promotion into the overall brand communication, printing brand logos on promotional gifts, and the outer packaging of promotional gifts should also highlight the promotion theme, using the high-end product image as the background), and promotional materials uniformly designed. Only then can such giveaways better highlight the premium feel that high-end products should have;
During the promotion of high-end products, sales guides should be trained in sales scripts, always focusing on highlighting product selling points rather than relying on gifts to drive high-end product sales. Only by using correct operational methods can high-end products truly achieve best-selling status. Using incorrect methods may yield considerable sales in the short term, but it will only be a flash in the pan.
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