What is the traditional marketing model?

Traditional marketing three modes PK emerging marketing four modes

Source: hc360 Edit: emily In the Chinese health care industry, this completely market-oriented special soil, the diversity of the product so that the price war has no market, the channel war, the war of talent, the promotion of the war has become an effective means of competition. The marketing model is the core competitiveness of the secret war between enterprises. Review the development of China's health industry for more than 10 years, looking forward to 2008 this special year, the author on the existing marketing model and the representative enterprises to do a little analysis.

Traditional marketing three modes

Terminal advertising days are difficult

Representative companies: Mrs. Oral Liquid, Platinum Brain and other products

Analysis of the pros and cons: a wide range of dissemination, the market started quickly, easy to get customer recognition, but the input costs are high, slow payback, and greater business risks.

This model is the most widely used, longest and familiar marketing model in the health industry. A variety of advertising forms and content have been formed, according to the different advertising media, there are three major branches: specializing in newspaper media soft mode, specializing in radio broadcasting radio lecture mode, specializing in television feature film mode.

But since the end of 2007, the relevant state departments began to strictly control the pharmaceutical and health care products advertising market, do not allow celebrity endorsement, terminal direct cut-off, strict control of media publicity before and after the Olympic Games, 2008 advertising and marketing days are not good.

Direct marketing awakening

Representative companies: Amway, Tianshi, etc.

Problems and cons analysis: the most controversial, the price positioning of the product, the many rats will stir up the situation, and most of the people of the country lack of understanding of the model.

To be precise, direct selling chose the health care industry, according to the China Health Care Association statistics, direct selling system more than 80% of the products related to the health care industry. From the right and wrong pyramid schemes in the 1990s to the limited opening of the direct selling market in 2005, direct selling has been controversial. Its high entry threshold, so that a large part of the entrants chose to wander in the "gray zone". After the market adjustment in 2006 and 2007, 2008 should be the year of recovery for direct selling.

Conference marketing is king

Representative companies: Tiannian, Pulse, etc.

Pro and cons analysis: Directly facing the consumer, through product marketing and affectionate marketing to change the consumer's life, and more use of the conference of the fish effect to produce explosive sales, the charm of the model is still the same. However, the concentration of target customers, the mobility of talent, customer loyalty is reduced, resulting in high marketing costs.

From the 1998 Zhuhai Tiannian mall counter customer plea to the current system of marketing management system, conference marketing has gone through 10 years, the health care industry in the three major modes of the youngest marketing model, but also China's only original marketing model, its business philosophy very much in line with the culture and character of the Chinese people. As the main carrier of word-of-mouth marketing, the desire of middle-aged and elderly people for affection and friendship has led to the rapid development of this mode of conference marketing.

After 10 years of development, Chinese people have begun to recognize the conference marketing, middle-aged and elderly people have begun to rely on the conference marketing, the market has also begun to gradually standardize the operation of the disorderly, a large number of brand-name enterprises are guiding the industry to develop benignly, this year will be the integration of the conference marketing year. The remaining is the king, the stronger the stronger!

The four emerging marketing models

Experience marketing is more honorable

Representative companies: Xilaijian, Guo Kang, etc.

Problems and disadvantages of analysis: homogenization of the competition is even more intense, the product exclusivity is very strong, the cost of operation and business pressure is greater, and the space for survival is becoming narrower and narrower.

The experience marketing model is to open a large experience store next to the community, free of charge every day to the customer to experience the product, experience a month to several months before they begin to sell products to customers in the form of promotions based on the strong demand of customers. The products that customers experience are relatively expensive, with one sale often costing more than a million dollars. Experience marketing model is mainly to let customers fully exposed to the product, and will not be like the conference marketing to produce more buying impulse, product return rate is very low, although the price is not expensive, the rate of consumer recognition is still very high.

Health management is walking on thin ice

Representative companies: Beijing Sheng Medical Hall, etc.

Problems and cons analysis: there are more problems, first of all, there is no social and national recognition, the first to charge a huge amount of money for health guidance, it is very easy to be associated with the illegal fund-raising. As more participants join, one of them collapsed, it is easy to cause the whole industry chain refund trend.

Health management, a nascent industry in the United States that accompanied insurance, has been bizarrely localized in China. According to the author's observation, there are at least four or more models of health management in China.

Shengmedang is a health management model that is more closely integrated with the health care industry. The enterprise organically combines health testing, health convalescence, health guidance, health products, and health services, and has gained stage-by-stage success by combining conference marketing with the sales format.

Database marketing high

Representative company: Beijing Yisheng Kangjian

Pro and cons analysis: good integration of production enterprises, logistics companies and various types of media resources, to create a good product information platform for themselves. However, the starting point is higher and more resources need to be integrated, while certain resources, such as the media, are more exclusive and the entry threshold is not low.

The concept of database marketing has been very mature in foreign countries, in fact, conference marketing also contains a lot of the essence of database marketing. But really in the health care industry to make database marketing or Yisheng Kangjian. The model in the print media a large number of advertisements to "one dollar into the club" way to attract members, and then through a strong call center, combined with regular mail magazine, with extremely favorable prices to attract customers to repeat purchases, and achieved great success. According to industry analysts, the company's sales this year are expected to exceed 10 billion.

Home experience marketing breaks the ice

Representative company: Hong Kong Sentry

Pro and cons analysis: the integration of the advantages of experience marketing, so that customers can fully experience the product, but the experience center moved to the customer's home, to avoid the shortcomings of the experience of the high cost of marketing. At the same time combined with the advantages of conference marketing, the theme of the January planning meeting, without the need for employees to run around in the meeting, more time to sink in the customer's home, fully do the work before the meeting. The model requires a high level of product experience, which is a big threshold.

The model is relatively new, is a group of former Tiannian Group of elites in the market to figure out the combination of experiential marketing and conference marketing model, the enterprise products to home health care products. Its ice-breaking product is a family with a functional mattress, the enterprise first in the community through the opening of service stations to screen customers, easy to let customers with ultra-low prices to rent a functional mattress home experience. Enterprise products can be effective in three days, customers to retain the mattress has two ways: one is to pay the full balance; two is to refer new customers to buy. Customers get a certain number of points, can use the points to fill the balance.

The model also moves the product experience from the corporate experience center to the customer's home, saving a lot of money on store construction. Employees are usually not busy with meetings, but shuttle in the customer's home, to assist customers and surrounding neighbors to experience the product. The use of preferential policies to fully mobilize the customer's referral enthusiasm. Enterprises only need to organize a large-scale theme of the monthly pick-up meeting, the organic combination of the field effect of conference marketing, resulting in an explosion of purchases.

2008 is the year of marketing adjustment, the entire Chinese economy is adjusting, the health care industry is the same. New marketing, new ideas, in the fierce competition we will also find out more marketing methods. Or the saying: "The only constant in the twenty-first century is change." Adapt to change, take the initiative to innovate, we will be the one left.