What is marketing? Some people say that marketing is selling products. Some people say that marketing is about publicity. Some people say that marketing is to meet consumer demand...

Deeply affecting two kinds of thinking in Chinese marketing

Regarding marketing, there are always endless topics. In the 30 years of market economy development, marketing has made countless enterprises have unlimited scenery, and many companies have suffered. From the ignorance and ignorance of marketing to the belief and attention, people's understanding of marketing is constantly changing. However, it is undeniable that after the concept of marketing was truly introduced into China from the reform and opening up, it played a very important role in the development of China's enterprises and the improvement of competitiveness, which promoted the prosperity and development of China's market economy to a certain extent.

In the 30 years of market economy development, there are two very typical and extreme marketing thinking that affects the vast number of enterprises, that is, "the wine is not afraid of the alley" and "marketing is advertising." I just call them thinking, not thought, because they lack the depth and system of thought and can't give constructive guidance to the company.

First of all, "the wine is not afraid of the deep alley" has been popular for a while, deeply affecting Chinese companies. Before the 1990s, this kind of thinking was filled with business circles and entrepreneurs. They believed that as long as they produced good products, consumers would continue to come. This is a typical "product era" thinking, but the fact is that good products are very important, but it is not a necessary and sufficient condition for the company to achieve market success. If you only think that you have a good product, just like "the emperor's daughter does not marry," Waiting for the company will be the market's cold reaction and the slow response of sales.

Shanxi's old vinegar is one of the "four famous vinegars" that is well-known throughout the country. It was founded in the late Ming and early Qing dynasties and once had the reputation of "the vinegar in the world." In 2004, I had the opportunity to visit the old Chinese brand “Yiyuanqing” vinegar factory in Taiyuan. When I was near the vinegar factory, bursts of vinegar and fragrant scent came and I was praised. However, when we walked into the vinegar factory, we were disappointed. A modern enterprise in the 20th century looks like a small workshop in the “front store backyard”, a simple office space, dilapidated production equipment, and no imagination of Shanxi people. The delicious food on the table comes from here. What is even more regrettable is that the sales of the whole vinegar industry in Shanxi is very small, less than one tenth of Zhenjiang vinegar, and the sales scope is limited to Shanxi Province and surrounding provinces and cities. Why is this the case, such a good product has not been well developed? Through communication with the chairman and research on the company, we found the answer.

"Why didn't such a good product drive the development of the company?" We directly throw the problem out. The chairman smiled a bit, and said the difficulties and reasons. The main reason is the backwardness of the mind and the rigid mechanism. The more important thing is that the “Yiyuanqing” vinegar factory as a state-owned enterprise has no marketing department at all. The chairman said that once the "Yiyuanqing" door was in the market, the vinegared people lined up a long queue every day, so the leadership department lacking the sense of worry never studied the market and the industry, and there was no other marketing measures, along with consumers. The change of habits and competitive environment, the abandonment of consumers is naturally a matter of time. Fortunately, the chairman has realized that the idea that “the wine is not afraid of the alley” is outdated and begins to form the marketing department of the enterprise.

At the time of leaving, the company had to give away the gift vinegar it produced, and we refused it. However, we went to the store on the street and bought some and brought it back. It was also a contribution to this old Chinese brand.

Of course, the influence of "wine is not afraid of the deep alley" is not only one of Shanxi's "Yiyuanqing", but also the "Wang Shouyi" of the Henan Province. The glory of the past is a typical glory that makes them forget the changes in their own environment. The misunderstanding and one-sided approach have made countless "Yiyuanqing" and "Wang Shouyi" no longer able to reproduce the glory of yesterday. "The wine is not afraid of the deep alley" In the end, it is actually a kind of narcissism. The narcissism of its own products is understandable to the enterprise that regards its own products as its own children, but it is not desirable in actual operation.

Secondly, the idea of ​​"marketing is advertising" is extremely popular and still affects a wide range. Advertising is an important way of marketing and product promotion, but it is not the whole marketing. Advertisements have caused many companies to be heard all over the country overnight, which has promoted the promotion of sales and the development of enterprises. It has also caused many enterprises to squander their businesses. Once the CCTV advertising champions "Qin Chi" and "Love" became more typical. representative. Here, I introduce a less well-known case, whose hero is also from Taiyuan, Shanxi.

Wu Haoquan, the founder of "Rainbow Nine Girls", is known as the Shanxi business man. Wu Haoquan’s legendary story begins in 1991. At the National Sugar and Wine Conference in Shijiazhuang, Wu Haoquan discovered Hainan’s “Coconut Mango Juice” and decided that this was a business opportunity for his family. As a result, Wu Haoquan's Rainbow Nine Girl Trading Company became the general agent of the coconut island mango juice in Shanxi, and began to brew a magnificent advertising campaign. In 1992, Premier Zhou Enlai’s special plane once again flew into the sky, but this time it was not a manned but a propaganda tool for Wu Haoquan. They sprayed the words "Hainan Coconut Island Mango Juice Rainbow Nine Girls Shanxi General Agent" on the plane. The plane flew over the bustling Yingze Street and Jiefang Road in Taiyuan. People who have never seen this momentum stopped to watch. And became a hot topic for everyone. For a time, Coconut Island Mango juice swept the Shanxi market, dealers everywhere have quickly stepped on the threshold of Rainbow Nine Girls. In 1993, Wu Haoquan increased the intensity of advertising and went to the national important media.

Wu Haoquan became a model worker, and was received by the central leadership, and began to produce his own products "Rainbow Nine Girls Peach Drink" and "Asian" beer. In the summer of 1994, Wu Haoquan re-applied his skills, and painted the advertisement of "What to drink this summer, Qing Xu Yaxia" on the wings of the plane, and began a large-scale advertising bombing. Once again, Rainbow Nine Girls are all over Shanxi, but this time the final result is not so lucky. First of all, it was allegedly false advertising. After being exposed by the Trade and Industry Bureau and the media, the Peach Peach beverage was frustrated and stopped production, and lost nearly one million. Secondly, there was a quality problem with beer. Due to the large market demand, the capacity could not keep up with the “Asian Asia”. The beer began to be mixed, the recycled beer bottles were not cleaned, the process inspection was not strict, and flies, ants, mosquitoes, etc. appeared in the beer bottles. The health problems were serious, and the losses were more than one million at the end; the market of the coconut island mango juice was later. The management problem is outstanding, and the dealers’ debts are unrecoverable. These problems have accelerated the death rate of Rainbow Nine Girls. In just a few years, Wu Haoquan spent more than 10 million yuan on advertising. This was a huge number in the early 90s. How did Rainbow Nine Girls as a regional trading company bear it? In this way, under the multiple attacks of multiple problems, Rainbow Nine Girls collapsed, leaving only one store in Xinmin North Street, Taiyuan City. The number of employees was reduced from hundreds to seven or eight, and dealers abandoned it. .

At this point, I think the problem of Wu Haoquan's Rainbow Nine Girls is very clear. The ups and downs of people can't help but sigh, and a brand that has great potential to become bigger and stronger has declined. Is Wu Haoquan's approach wrong? I think the practice is correct. If it is wrong, it will not achieve the original brilliant performance. The mistake is to only advertise and concentrate on the advertising, ignoring other elements of marketing. If its colleagues in advertising promotion take into account market management, account recovery, quality control, marketing strategy, etc., I think today's Rainbow Nine Girls will continue their glory.

Why do companies see marketing as advertising? To say that young Chinese companies have no experience is actually making excuses for themselves. It is rooted in the impetuousness of enterprises. Chinese companies have seen P&G and Coca-Cola open up the Chinese market with the bombing of advertisements. They also want to sell themselves by advertising. I don’t know that their research on the Chinese market and consumers has exceeded any Chinese company; many companies look When the brain gold and the melatonin sold out of the advertisement were sold out, they did not know that they were derived from the forehand information that Shi Yuzhu once personally walked through the streets and communicated with the people. Is this just an advertisement? Of course not, advertising is just a means of communication. Its success stems from in-depth research on the market and consumers, not just advertising.

Both the "wine is not afraid of the deep alley" and "marketing is advertising" both thinking to the extreme, still affecting Chinese companies. The former pays too much attention to the product, the latter pays too much attention to advertising, and both go to extremes and ignore other elements of marketing. In this marketing era of winning the system is doomed to failure. It will be more understandable after personal experience, and the pain will be more profound. Chinese companies that have been influenced by these two kinds of one-sided marketing thinking have gradually formed a scientific marketing thinking and practice system, and their competitiveness has gradually increased.

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