兵者诡道经济危机下日化营销如何逆势飞扬、顺利过冬（When change under the economic crisis, Japanese marketing how contrarian flying smoothly through the winter）

兵者诡道经济危机下日化营销如何逆势飞扬、顺利过冬（When change under the economic crisis, Japanese marketing how contrarian flying smoothly through the winter） 兵者诡道经济危机下日化营销如何逆势飞扬、顺利过冬(When change under the economic crisis, Japanese marketing how contrarian flying smoothly through the winter) "Asian PHPC consulting firm released the 2007" Chinese Cosmetic Market Research Report ", data show that in 2007 the National Day sales reached 184 billion, of which the washing products reached about 48000000000, cosmetics and personal care products reached about 135000000000. " The news in the newspaper gave me a deep shock. The time for China's daily chemical industry to rise against the wind is coming. Although the economic winter, for some enterprises is "dangerous", and for the daily chemical industry is "machine"". The same is fast consumer goods, and liquor, instant noodles and other fast food consumption industry is different, China's small and medium-sized daily chemical enterprises are now in an excellent opportunity for development. When other industries are talking about the winter, hibernation and other group theory, the local daily chemical industry should wake up quickly and resolutely go their own way! Why do you say that? This is because China's daily chemical industry grows up in a magical era, every Chinese daily chemical industry is growing rapidly, the marketing of China's daily chemical enterprises, on the road. First, develop the spring of Chinese daily chemical industry": When almost all businesses are shouting during hibernation, China daily chemical industry has learned to swim in winter, in the winter to see the plum blossom. In recent years, China chemical has been looking for "spring" in the winter, when Dengri have Joffre lying on the road, although there was great grief, but China did not stop the pace of daily chemical industry prospects, Sibao enterprises opened a new way for Chinese cosmetic industry. 1, the cost pressure has little effect. Although the impact of the financial crisis, but with the other FMCG industry, daily chemical industry production rose this is still relatively low, even in production costs continue to increase, for the chemical industry, the marketing effect is not large, the key problem is how to make the local daily chemical products into sustained value-added brand. 2, the funds are tight. Since 2008 October, some policies have been issued to support the development of small and medium-sized enterprises, including the support for the middle and lower Enterprises: monetary policy, interest rate policy, export tax rebate policy, etc.. In order to solve the financing difficulties of small and medium-sized enterprises, SMEs should change the direction of marketing in the channel marketing, innovate marketing, and provide new financing channels for the daily chemical industry. 3, the discovery of a new blue ocean market. The Chinese government introduced a series of policies to stimulate domestic demand, not only for export enterprises to find a new way out, but also to provide a new prospect for the daily chemical industry. China's three or four - line market, the vast rural market has become the main battlefield of the daily chemical industry. Daily chemical industry to seize the new opportunity, so that their marketing performance to a new level. 4, foreign brand marketing methods, said this may be a lot of peers really, beg to differ, foreign enterprises or the main advertising bombing. Compared with other industries, the research on channel construction and consumer is still in the perceptual stage. The daily chemical industry in China has many opportunities in marketing. Two, the fulcrum of food marketing: In the food industry, Huiyuan, Wahaha marketing industry has been praiseworthy, food marketing enterprises have made an example for Chinese chemical industry, daily chemical industry Chinese should get out of the low level competition, but the mentality of improperly belittle oneself for a new "marketing point, daily chemical industry in the spring" 1, product innovation: product innovation is the essence of China's marketing. In the case of shortage of funds and weak brands, it is the simplest way to express their marketing demands through products. Diao launched a new shampoo in the rise of hair, has taken a solid step; pedicle; continue to launch new products and new series, and even closed professional products can be preliminarily Gnea expansion 2, channel innovation. In the future for a long period of time, although China's market does not exclude the magic of the brand, but the worship of the channel is still the preferred marketing of Chinese enterprises. Adjust the new channel of care, better let the channel continue to increase, As the daily chemical industry Chinese a period of time in the future the way to go: the white made a big growth strategy, make customers more dense, more detailed policy update, management is to make value-added channels constantly. At the same time, the st.peak toothpaste sales have begun to take shape, Weishuang washing powder is also out of a solid step in channel expansion. 3, brand innovation. The sponsor of the Olympic Games publicity continue to charge; LaFang fully integrated brand products in the terminal and the circulation of a comprehensive upgrade, to create "China hair beauty" to give people a new image of the year with Jackie Chan king, dark horse and Chinese herbal medicine positioning continues strong, the first terminal advantage, after strong circulation, dual channel mode, darling. For the promotion of the brand considerably. 4. Develop products suitable for enterprise development. For the current situation, most enterprises develop low value-added popular low-priced products is the most appropriate. Small businesses fell in this round of market environment, leaving a gap in the market and space; but three or even four level market, there must be low-priced products to match; taking into account the low-priced products in the target consumer group and customer acceptance of the product consciousness is strong, easy to cut; The most important thing is that as a large enterprise, the medium and low priced products are contributed to sales and channels. Their sales to reduce the management costs and operating costs, is not a simple profit rate to measure the value; at the same time, it opened the three or four class market, enterprises can achieve greater channel width; it also avoided the international competition pressure, after all, the price advantage. Three. Make suggestions for sustainable development: As a small and medium-sized daily chemical enterprises in China, how to rapidly grow themselves, how to do it specifically: 1. Reserve professional talents, set up a hundred years ambition. "Those who do not seek Jesus Christ enough to seek a moment, do not seek a global insufficient to seek a field", I think, the reason for the current China cosmetic industry is still relatively weak, and even military defeat, as long as the reason is the means of marketing is still relatively simple, local enterprises really do the marketing time is shorter than. Therefore, the local daily chemical industry needs to do long-term preparation, better reserves, training talents, for the development of local enterprises, to set up a century brand reserve strength. The key point is to do it: First, make a relatively high salary and reasonable promotion mechanism. Daily chemical industry now need to do is to retain talent, make peace of mind for daily chemical work. In the outside world of daily chemical industry is almost foreign flooded, many marketing people do not see hope, pessimism and subjugation affecting them, so the stability is the first one. Second, improve the marketing skills of marketing people. For the day to day, the main factor that determines the success or failure of the enterprise is marketing rather than product. Improving the marketing skills will directly determine the fate and future of the enterprise, so the training of marketing personnel and channel operators in the daily chemical industry will be included in the planning of marketing expenses. 2, do a good job marketing strategy, the layout of the national market. Now for the Chinese cosmetic industry, many enterprises on marketing, precisely in the investment stage, a lot of marketing is "there is no market sales", therefore, to do a good job of marketing, the first channel, then make a product, do sales again, and finally do the brand. The future of the road can go far, it is necessary to see the direction of our marketing today, for a new daily chemical industry, in the marketing strategy planning, need to focus on grasping: First, the grasp of the time period. When can the marketing goal be achieved? This is the key to the survival and development of an enterprise. Second, the specific expression of marketing objectives, including sales, profits, dealers, development zones, etc., should have specific details of the provisions, with quantization, assessment. Third, to develop its own strategic market, base market and core market. There is no base, the team has been destined to win long battle, destined to go far. 3, enhance the sense of crisis, enhance marketing. The development of enterprise must have crisis consciousness, Any industry will have spring, but at the same time will not refuse the winter, in the crisis to improve their marketing level is the right way. The weather is cold, as long as the learned "winter swimming" skill is not terrible, not to add a coat to the end or the cold. 4, in response to national calls, enhance brand image. Now the state has continuously introduced policies to stimulate domestic demand, in the home appliances and other industries, the state launched a policy subsidy, support for agriculture, rural areas and farmers service. As the chemical industry, should also take the lead in developing the rural market, in product development, marketing channels to service for the rural areas and farmers to do some real things, to develop the market and brand promotion, people get the benefits of the win-win purpose. The economic winter, the deterioration of the environment, living space, depression, give up and die, or to a fight? In strategic crossroads, facing the economic winter, daily chemical industry should stand in the "Chinese daily chemical industry where tomorrow" strategic thinking, timely decision-making and make the enterprises to turn the crisis into an opportunity, "added the new engine for long-term development of enterprises. When all the scenes are covered with snow, we are eager to see the blossom of plum blossom and the trend of contrarian, and China's daily chemical marketing is on the way! Welcome to discuss your views with the author. Email: dyzyx2008@126.com