Clothing Enterprises Should Lead Sales By Concept.

Regional market breakthroughs, market competition deadlock, lack of sales promotion...

Often

Difficulties in regional sales.

At this point, changing the way of thinking, changing the angle and changing the rules of the game are the key to breaking the balance.

"Guided sales by concept" is such a very meaningful way of thinking.

The following regional breakthrough expansion case is the concept of "concept", "promotion concept", "extension concept" concept marketing to play the most incisive.

Homogeneity difficult to break the market

N province is a strong coastal province.

The growth and business innovation of telecom companies in the province has been leading the country, and is the eldest son of China Telecom.

The ancients said: the Great Wall is not a hero.

Similarly, the telecom equipment companies that do not occupy the N provincial market can not be said to be successful enterprises in China.

As the leader of domestic public communication terminals, the company is located in many areas.

Invincible, but for a long time, it is difficult to break the wall of N province.

Since 1998, haughty company has implemented low - input low-end penetration strategy in N Province, that is, relying on agents, with low end billing products (which is also the dominant product of haughty company, the highest national market share is up to 75%).

But this strategy, which has been successful in other regional markets, has limited effect on the enterprising competition and unremitting defenses of local enterprises and strong enterprises in the whole country.

So, in 2001, the company decided to reclaim agency power and invest heavily in resources.

At this point, the middle end products, that is, the traditional IC card communication terminals, have been carved up, and it has been very difficult to cut from the middle end.

Breakthrough in concept implementation

N province is the frontier of China Telecom's new technology and new business applications.

From the perspective of operators' ability, we have concentrated on the best managers and technicians in China, and the development of public telephone business is faster.

At that time, the company's original PBI multi service value-added terminal product (hereinafter referred to as PBI) has been developed successfully.

The difference from the common public communication terminal is that PBI has adopted a large black and white LCD screen, and has added data services (Internet access, sending and receiving EMAIL, etc.) and value-added services (online banking services, securities business services, small payments, etc.) outside the voice communication business.

The innovation of PBI is to solve the problem that provincial telecom companies are generally facing lower voice revenue. By expanding data services, they stimulate the growth of traditional voice business and increase new sources of revenue.

Although the revenue of N provincial telecom has not declined, its growth rate has dropped rapidly.

Thus, a breakthrough plan for "high lifting and high hitting, concept leading sales" has been worked out.

The first step is to rely on the concept to occupy the commanding heights and achieve breakthroughs in N province first.

The specific implementation is:

First of all, with the help of A provincial telecom senior executives, the executives of the company have in-depth communication with N provincial telecom executives.

In terms of business strategy, it expressed the desire of the company to cooperate with N Province Telecom to realize new business development and the prospect of PBI products, which aroused customers' interest and interest in PBI.

Immediately after that, the leaders of N Telecom were invited to visit and inspect the headquarters of the company to make a deeper and more comprehensive understanding of the new products.

Having felt the strength of the company as an industry leader, especially after its independent research and development capabilities, customers feel that the truly outstanding enterprises in the industry have not really entered N Province, which is a pity.

At this time, AIS has successfully opened several PBI experimental bureaus in other provinces and cities of the whole country, and has gained successful experience.

In the process of continuously pmitting relevant information to N Telecom, the frequency and level of communication between both sides have mentioned great improvement.

In the meantime, the customers have advanced PBI products and the advanced products they represent.

The identity of the business model deepened, and finally accepted the concept of the company, that is, "PBI products indicate the direction of the development of public products, and create a more valuable business new mode".

At the same time, in the customer mental model, we strengthened the position of "the largest public communication terminal equipment supplier" and the pioneer of "technological innovation pioneer".