Excuse me, how can the chemical industry maintain sales when the market is not good?

In the minds of many marketers, sales are generally divided into two periods: off-season and peak season. Off-season sales are generally in the first half of the year, and peak season sales are in the second half. Therefore, the off-season of sales is often the period of enterprise adjustment, that is, the period of enterprise reserve strength, such as product adjustment, personnel adjustment, system innovation, management training and so on. As a result, the peak season is often crowded and wandering, while the off-season is relatively empty and the market investment is relatively dull. The illusion is that sales are weak in the off-season, which is directly proportional to the difficulty of input and output. Enterprises are unwilling to concentrate on operating the market in the off-season. Since there is such a law in the off-season, how to operate the market in the off-season needs to understand the realistic background of the formation of the off-season, and then we can prescribe the right medicine. Through the analysis of the law, we can plan and sell off-season sales.

Question: Where is the slack in off-season sales?

Usually, there are many reasons for the off-season, such as consumption consciousness, merchants' purchasing consciousness, enterprises' investment communication consciousness, sales target consciousness, traditional concept consciousness and so on. , so objectively caused another kind of thinking about the market, and how to face the off-season.

A weak consumer psychology: According to the law of effective consumption in the market, the familiar consumption peak season has formed a convention, that is, consumption has certain stages. The difference is that many factors of consumption control the market, but they cannot activate the consumer market. So on the basis of the general market, consumption controls the market, not the market controls consumption. This result exposes the fragility of the market, and merchants can't create market opportunities according to their own products, so they can only wait until the season comes.

Consumer psychology is weak, that is, the consumption ability does not match the product demand. From the perspective of marketing planning, to start consumer psychology, we must break the key link of consumer psychology, that is, strengthen the stimulation of consumption intensity and combine the demand of products with the normal consumption concept. This point should be permeated in many advertisements launched by merchants, rather than blindly introducing the needs of products. What really starts is the enthusiasm for consumption, and encouraging consumption will become an effective way to change the psychological barriers of consumption.

B weak sense of circulation: when the above-mentioned off-season reasons appear, merchants cater to the peak consumption season, so there is no product turnover on the traditional basis. As a result, the demand for products is not circulating, and there are problems in information exchange, which directly affects the judgment of manufacturers on the market. From this point of view, whether the circulation field is rotated is a sign to judge whether the products have market confidence, and most distribution dealers are forced by the off-season reasons, and the management and research on circulation stay on the surface, rather than following.

Desalination of circulation consciousness has become a major drawback of our sales planning. If we want to combine circulation and consumption, the rapid spread of circulation field, the commodity turnover in circulation basin and the meager profit sales in circulation field will have a positive impact. The key symbol of circulation field is an effective carrier to start the market.

C weak communication awareness: in communication awareness, the communication in the off-season of sales is characterized by weak and obvious advertising. No matter what sales model is adopted, at this time, it seems that no merchant or manufacturer is willing to spend more money on promotion, but it is in a relatively stable period, and the lack of promotion during this period is also one of the reasons for the continuation of the off-season. The fire of market consumption is not prosperous, which leads to the decline of market attractiveness. Directly speaking, it is not enough to stimulate consumption, and it is also a manifestation of not strengthening the promotion of consumption. On this basis, if we want to change the awareness of communication, we need to admit that the market can be changed through communication, not unchanged.

The requirements and timing of communication are based on consumption habits, and the choice of timing depends on the style and stimulation of communication. From this purpose, the planning of communication scheme becomes the key. To change the situation of weak communication awareness, we must make greater efforts to create an atmosphere of communication awareness, thus changing the situation of weak promotion in the off-season.

D Weak target consciousness: judging from the phenomenon of off-season sales, the target consciousness of merchants to grasp consumption is still relatively weak, and the traditional consciousness needs to be changed in combination with sales targets, that is, target sales are not targeted enough, and they often adopt large-scale methods, and some even have no target promotion. Special promotions and seasonal promotions are often shallow, resulting in the psychological state that target consumption can be bought or not, rather than non-mainstream consumption forms. The resulting consumption waste is the main reason for poor off-season planning.

Weak goal consciousness is a common phenomenon, so there will be a large-scale off-season Therefore, changing the phenomenon of target consumption as a whole is also the realistic demand of era marketing. Grasp the goal and environment, grasp the field of consciousness, and grasp the field of consumer education. It is the beginning of target consumption, so the off-season is the best time to grasp the target consumption and an opportunity to change the traditional off-season consumption.

E the concept of depth is weak: because enterprises do not change various traditional forms, it is difficult to deeply understand various ideologies of consumption, so the result is the destruction of a consumption phenomenon and cannot change the pattern of off-season. Therefore, changing the internal structure of enterprises is the most basic part of leading the market, and such deepening will inevitably require in-depth investigation and scientific research by professionals. It is very unwise for marketers to use it for market research now. The key point is to strengthen the optimization of the market sector. From various angles, at present, our enterprises lack market research and judgment, and rely on the top leaders or leaders of several major markets to do market analysis. So there is no professionalism, no new creation, and you can't enter the concept.

In the off-season, some are caused by the market itself, for example, poverty leads to insufficient consumption potential, some are caused by enterprises themselves, lack of planning and innovation, and some are caused by mentality, thinking that something can't withstand greater power to stimulate consumption, so it becomes a habit to precipitate something. The fundamental difference between off-season and peak season lies in how to achieve their respective sales targets according to environmental changes.

Question: How to change the role of "weak" sales in off-season?

When many enterprises can't change the formation of off-season, from their own point of view, they need to make some changes in marketing planning, that is, adjust the conventional way of off-season sales to balance the distortion of the market caused by coincidence, and put the sales task in a key position, so off-season sales are expected to become a breakthrough.

First, trace the ideology in the off-season.

What is the reason for the weak sales in the off-season? It is necessary to show the form of off-season, and then integrate this form into the sales strategy formulated by enterprises to achieve the purpose of integration of the two. The ideology in the off-season can be divided into subjective and non-subjective. The subjective off-season is the objective sales absorption ability, that is, the consumption power we are familiar with is not enough, consumption.

There is something wrong with the buyer's purchasing power. Such subjective consciousness is mainly concentrated in the secondary and tertiary markets or township markets, and most of them are non-subjective off-season. The capacity of non-subjective off-season is very large, and merchants can't find ways or temptations to buy things for consumers, which leads to the phenomenon of non-subjective off-season becoming more and more market-oriented.

How off-season ideology determines sales power is mainly manifested in various off-season forms, such as the lack of motivation in enterprise planning, the slow change of traditional consumption concepts, the decline of business promotion efforts, and the deliberate timing in the circulation field. Therefore, it is necessary to distinguish ideology according to different regions and track the development, occurrence and transformation of ideology, so as to make plans in a short time and reduce sales resistance in off-season. Most of the consciousness can change according to the changes of the market, which is also the process that we need to track and digest ideology, and the breakthrough of driving off-season sales through ideological transformation. It is also a way to create a sales atmosphere before sales. The atmosphere is set according to the changes of the company's own product characteristics, regional consumption concepts and customs.

Second, the change of off-season sales mode.

With the capture of ideology, it is necessary to change the off-season sales model, which is the key to determine whether the off-season sales power will be enhanced. In general, the traditional off-season sales model is not much new, which means that consumers are used to waiting and seeing at this time of product price reduction or processing. Although the planning carried out by enterprises in the off-season will impress some consumers, it is necessary to change the sales model in order to realize the scale of consumption.

There are active and passive sales methods. Active sales have become the key point of off-season sales transformation. How to change the sales mode in the off-season mainly includes the following aspects:

First, transparent sales of products, highlighting product image; The second is to sell products scientifically and highlight product content; The third is to promote products vividly and highlight the performance of products; Fourth, educate and sell products, highlighting the role of humanistic care; Fifth, make products multi-functional and highlight the rational sales of products; The sixth is to make the product promotion bright and beautiful, and to achieve practical sales for all ages.

Off-season sales can be diversified, and the suitable venue can be either going out or coming in. In short, to satisfy consumers' desire to buy again, we can achieve the purpose of multi-faceted sales in the off-season.

Third, break through the regional sales steps.

The off-season looks comprehensive, but if the market is not sorted out, so is it. Once sorted out, you will see that the market potential is obviously different. Off-season sales can be guided by the dominant market in the overall strategy, but when starting the dominant market, it is necessary to sort out the off-season market. The sorted items include the law of the formation of the off-season, the characteristics of the off-season, and the emergence of consumption consciousness in the off-season, thus changing the passivity of market absorption and serving the market.

Regional advantages can be tested according to the key points of enterprise market development, such as sales scale, investment, consumption potential, target completion probability, etc. Off-season sales need to choose a personalized market to promote, especially the direction that can be adjusted, which can not only inherit the advantages, but also quickly transform, so the relevance of regional breakthrough lies in whether the off-season can convey a joint message and break through the regional sales steps.

How to break through is the key point: first, we must choose personalized markets with obvious differences between off-season and peak season to form sales momentum; Second, regional advantages need to have consumption potential and can radiate the whole market; Third, the selected start-up procedure is simple and easy to operate, and it has a large impact on the planning case; Fourth, it can be monitored in time, ignited and burned in the middle at any time, and the control of the periphery can be strengthened; Fifth, we can concentrate our superior strength to meet the necessary conditions for starting the market.

Fourthly, integrate the power conversion mode.

The off-season sales model needs a special model, which can be temporary. Determine the off-season sales model according to the market test results. The pattern comes from the specific demand in the off-season. Generally speaking, the off-season mode is the mode of improving efficiency, which has not changed the overall mode much. Therefore, what kind of mode to choose needs careful consideration.

The off-season sales model has the following models for reference: first, the sales promotion is moved to consumers, that is, the one-on-one sales model, which is convenient for rapid promotion and rapid accumulation; The second is to promote with sales and consumers as the center, that is, to launch various activities for sales and educate sales with consumers as the center, so as to achieve the functions of accumulation and play in the off-season; The third is to promote romantic models, such as education, performances, concessions, profits, discounts and other large-scale multi-functional activities to promote products, and to carry out unconventional operations in some areas; Fourth, the multi-compound mode of off-season sales, the combination of off-season and peak season, the activities of peak season continue to the off-season. This connection requires high requirements and requires a lot of planning skills, so it is also one of the most advantageous modes with strong linkage.

Integrating power conversion model is a must in off-season. If a sales model continues in the off-season sales process, it is difficult to make new achievements in the off-season sales situation, so model transformation and progressive sales methods are the key to forming!