Small and medium-sized enterprises in difficult times how to do a good job of marketing new products?

I pointed out in the Tsinghua University practical lectures: there are only two kinds of products in this world: one is sold well; one is sold poorly, to do a good job in the market, you must go more and more listen to the voice from the consumer. Difficult times, small and medium-sized enterprises, in addition to focusing on cash flow, the key to optimize the operating costs of the enterprise, the enterprise to cross-border thinking to enhance the cognitive ability to put the marketing evolution in the forefront of the market, the boss must be and the team in the process of innovation to maintain the dynamic, in the consumer and the enterprise **** creation of value in the era of the value is no longer just about the product and the service, and more importantly, the consumer experience, the product or service to become an Artifacts used to create experience. Currently, small and medium-sized enterprises are seriously homogenized, and the decisive factor in the final victory is actually the user experience. To this end, we must pay attention to the leading role of the user, the first question is to understand the user's needs and pain points, that is, to provide users with "tailored" and "emotional **** Ming" products and services, marketing communication process should be interesting, a sense of the topic, personalization and The marketing communication process should be interesting, topical, personalized and ritualized, combined with the new 4C law, and landed on the enterprise practice. That is, through the "scene" and "content" to make the brand personality, so that enterprises are different from other brands, easier to attract consumers. Next, enterprises can start from the perspective of brand personality, to create a private traffic pool of their own, continuous output of topic content and interactive cash, and continuous automatic fission follow-up diffusion through the "community" and "connection" to achieve the spread of social media marketing. Of course, only those enterprises that truly understand the user can achieve good operation. Unfortunately, in today's highly homogenized products, in the tipping point of industrial transformation, many companies are found to be more focused on providing better products and services, rather than focusing on the competition for consumer resources, which is in fact the most typical short-sightedness. Various difficulties in business operations are not scary! What is scary is the rigidity and solidification of thinking! "Along the old map, must not find the new continent". The industrial age will care about the price (transaction price), usually judged by the relationship between cost, scale and profit. Consumers bought if they felt it was a good deal, and refused to buy if they felt the opposite was true. But in the digital age, people's core concern is the value of use, back to the most essential needs, no longer pay for other things. The industrial era, we see the mass market, while the digital era is centered around a person to do the best, see the segmentation of the market. It can be seen that the logic of strategic thinking is not the same in the different digital era. Ren Zhengfei has proposed to the R&D team that there is no future if the enterprise can't survive, and Huawei's value evaluation system should change the past evaluation oriented only to technology, and everyone should be oriented to commercial success. High-end cell phone if technology-oriented, can not make money, then your high-end is worthless, after less than three months, high-end into low-end. We have no objection if you are only testing scientific research, but if you want to make a product that requires other businesses to subsidize it, I think it is necessary to analyze it strategically. The words are extremely pertinent! The famous management scholar Jim? Collins in 1994 had written a best-selling book, "Evergreen", not a few years, those who should be "evergreen" business, one by one closed or bleak yellow; after he made a deep reflection, published in 2001, "from good to great", but not a few years, those who should be excellent model enterprises, and bleak yellow. The world is changing so fast that Collins is afraid to write another book. According to the U.S. "Fortune" magazine reported that about 62% of U.S. companies do not live more than five years. We always want to be lazy, trying to copy the success of others, so, from time to time, there are management gurus shouting that the invention of the business operation of the "way of success", but the results are always proved to be in the "boat to seek the sword". Management master Drucker once said, no one can control the change, only walk before the change. In times of turbulence, change is the norm. Currently, a company that relies solely on "selling things" to achieve development is no longer possible. China's consumer market is moving from imitation to multi-grade, personalized and diversified. This reflects the upgrading of consumption after China's entry into the middle-income stage, and also indicates that social stratification has led to the refinement of the consumer market, resulting in the formation of multiple demands on the supply structure. According to data provided by international credit card companies, the growth of the high-end service industry is a future trend. This shows that with the transformation and upgrading of consumption, the consumer market has moved from subsistence consumption to developmental consumption. In fact, the transition from subsistence consumption to developmental consumption, and from durable consumer goods to service consumer goods in developmental consumption, is an inevitable process. We can summarize this wave of consumption into four aspects: full, convenient, special and new, that is, the all-round demand, the need for quick service to save time and effort, the personalized satisfaction of being different or even unique, as well as the pursuit of change, the pursuit of fashion, and the ability to obtain the excitement of hunting for the strange and the new. Nowadays, the influence of the Internet on traditional industries has developed from "information chain" to "supply chain" and then to "industrial chain"; new things represented by the Internet of Things, Artificial Intelligence and Connected Factory are transforming or reshaping the traditional industries, and the new things represented by the Internet of Things, Artificial Intelligence and Connected Factory are transforming or reshaping the traditional industries. New things are transforming or reshaping the value chain of traditional industries. In reality, there are many business owners, in the past in a linear way of thinking, encountered low growth, encountered fluctuations in the thought is to reduce inventory, reduce costs, boil the winter, boil a little, hope to be able to get through. As a matter of fact, all the opportunities in the future will come from structural changes, not from the changes in the historical cycle. Changing the linear mode of thinking into a structural mode of thinking is the first point for entrepreneurs to succeed. Currently facing the world's century of great change, from the perspective of the enterprise, the fundamental change, is to be from a linear, a cyclical business environment, to a structural face of the disruptive destruction of the environment. Therefore, if enterprises want to win the competition in a changing future, the first thing to do is to change the linear way of thinking, towards a structural way of thinking of the face. Because everything in the future, all opportunities arise in facets and structures. In the past, according to Porter's point of view, the competitive advantage of enterprises lies in the integration of a value chain to start competition, or through the "precise positioning" in the existing value chain to obtain differentiated advantages; but the advent of the Internet era has broken the traditional linear value chain, but to use the Internet to carry out end-to-end remodeling. Integration of enterprise R & D, design, procurement, production and marketing and other aspects of the formation of networked platforms, to maximize the breakthrough of information barriers, and then realize the immediate response to customer demand. Why is your product not doing well? The key is that the product has no style! Because marketing is not peddling your products or services, marketing is creating consumer value. To know the scene behind the associable story, personality behind the perceivable temperature. Market competition is cognitive competition, the establishment of product "persona", open up new horizons is a new era must. And do not go to the heart of the effort and hard work is meaningless, do not know how to improve cognitive ability, will not do IP to enhance the style, small and medium-sized enterprises if they are not good at experience storytelling efforts, through the mismatch operation of the consumer and the product's associations and experiences, expressed in vivid stories, to do a good job of the product is impossible

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