Red Sea competition avoid using stealth channel
Red Sea competition avoid using stealth channel
Road is a enterprises to avoid the "Red Sea" positive confrontation, open the "blue ocean" of an effective strategy. "Invisible channel" is usually understood to promote sales of "a potential factor", but this potential factor is the random fluctuations, uncontrollable, and therefore invisible to develop real channels, it must be turned into inevitable, relatively stable and relatively controllable a sales channel.
Case: NVC the "invisible" sales
Established in 1999, "NVC Lighting", 2006 sales will come to over 10 billion yuan, in the lighting industry, "dark horse" image of the highlights undoubtedly. The market's surge, largely due to their taking the "stealth marketing" strategy.
NVC was found in the sales process, there is a very powerful invisible force, they are not the end product buyers, it gives buyers a powerful influence on buying behavior, they are lighting designers. Lighting designer in selecting the engineering design model, which products, what brand to a great extent determines the ultimate purchaser purchases, NVC realized that if we can seize this part of the staff, will greatly improve the product sales, so the invisible channels emerged in the NVC eyes ... ...
Potential for hidden channels
NVC's "stealth" marketing, its essence is understood by everyone, to promote sales of "a potential factor", such as a doctor's recommendation may promote drug sales, teacher resource materials recommended may promote the sales, engineering staff Select a project likely to promote the sale of timber and so on. However, the potential for largely by accident, because different people will recommend different preferences differently. So this is no random act controllability, to the enterprise is the random fluctuations in sales, many people recommended the promotion of sales of the more, recommended fewer people to promote sales on the decline.
Obviously, such random fluctuations, the potential for uncontrollable factors, much can not be called "invisible channel", but the NVC in-depth mining, efforts to "randomness" into the "inevitability", the "volatility sex "into the" relative stability ", the" no control "into" controllable ", this will form a relatively stable sales channels.
"CEO decision-making" that should be hidden channels, will promote the sales of "a potential factor" into a natural, relatively stable, can be controlled to some extent as a sales channel.
Red Sea competition avoid using stealth channel
As an enterprise, how to judge whether their product development the possibility of invisible channels? Should at least have the following two conditions: First, there must be a common underlying factor in the promotion of sales, this is possible in order to build a huge network system; Second, the potential for close contact with the professionals, because professionals Recommended people have a natural authority and credibility.
Can be said that companies avoid the hidden channel is the current "Red Sea" head on, opening up another piece of "blue ocean" of an effective strategy. NVC is located in the commercial lighting industry, almost 60% of lighting products, especially engineering sales of light are invisible channels were dominated by the design team. Has this invisible channel resources, undoubtedly has a huge indirect consumer groups.
Stealth channel development Raiders
Development of invisible channels, in fact, is to promote the sales of the "underlying factors", clear and solidification, stabilization and the formation of a network process.
NVC invisible channels in the development process is to take the following steps: 1. Mobilization dealers build their own professional marketing team, operations personnel and specialized training management; 2. On the local decorators and design institutes and call tracking strengthen the contact with professional designers; 3. decoration companies and design institutes are regularly invited professionals to visit enterprises, to enhance their understanding of business and products; 4. on the activities of design and design institute various forms of sponsorship.
Stealth NVC will rise to the daily management of the channel height, and continuous maintenance and consolidation of input costs for first-line brand NVC quick access to the industry has achieved a lot.
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