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    中國營銷傳播網 > 經營戰略 > 經營觀點 > 當價格戰來了我們應該怎么辦?

    當價格戰來了我們應該怎么辦?


    中國營銷傳播網, 2019-05-31, 作者: 劉攀理, 訪問人數: 5687


      先說一個商業中的常態。

      在一個市集上,沒有人賣肉,這個時候有個年輕人A,他跑來賣,結果很好賣。于是他就隨意定價,找到了一個既能保有最大利潤,又能不影響銷量的價格。

      就這樣舒舒服服賣了一年肉。

      第二年,另一個年輕人B也來賣肉,定價比A那個低,于是兩個人就開始了競爭。

      當然,對于競爭來說,A和B可以選擇產品競爭、服務競爭,還是價格競爭。他倆很有默契,選擇了差異化的產品,相安無事的過了第二年。

      第三年,又來了一個賣肉的C,他一看,你們倆都差異化了,我咋辦?好,你們賣肉不切,我給客人切,我還雇個人送貨上門,這叫服務競爭。又過了一年。

      第四年,D來賣肉了,哎呀,產品服務就有競爭了,不管了,我賣的肉品質和你們差不多,能做的服務我都上,但是,我賣個最低價。

      得了,客人們都去D那里買肉了。

      怎么辦?ABC一合計,既然如此,就算哥幾個前面幾年白做了,你便宜,我更便宜,看誰耗得過誰。

      當商品高度同質化,商家做不到讓消費者忠誠,不計成本購買商品,沒有獨特性為商品買單,市場上價格更低,質量相等的商品很多。于是,價格戰開始了。

      今年的商業照明的競爭是大洗牌的前奏,部分商業照明的企業在產品價格上開始廝殺,市場開始分化,一方面如果在價格戰部分不能跟進,在可預見的問題,市場必將萎縮,銷量逐步下滑,不能跟進的廠家如無其他轉變,必將脫離核心競爭圈

      當然這些都是我們所不愿發生的結局

      面對這種情況那我們應該怎么辦?

      我們必須反擊!

      如何在跟進價格戰的同時保持總銷量的增長和利潤的平衡?這個是我們所關心的問題!

      因為把主線產品參加價格戰;一方面損失直接銷量,一方面影響核心利潤,我們怎么平衡?

      首先說結論:只要準備充分,技術嫻熟,且環境恰當,價格戰是非常強有力的營銷From EMKT.com.cn策略,是在短時間內甩掉競爭對手建立統治地位的一種絕佳策略。  

      所謂準備充分:在實施價格戰之前,做到增加庫存、提高產量、壟斷原材料、確保銷售渠道暢通,甚至提前擴充產能等一系列工作。

      

      所謂技術嫻熟:實施價格戰之前,先了解自己的和對手的盈虧平衡點,一方面提高對手盈虧平衡的障礙,使其放棄減價,一方面使自己的產品盡量差異化或者多元化,這樣就難以被競爭對手的產品所替代。分析實施價格戰之后的對手行為,并準備相應策略。  

      所謂環境恰當:實施價格戰之前,須先弄清行業趨勢,競爭狀況,政府政策等多方面因素,分析價格戰之后會出現變故,并準備應對策略。

      而價格戰的本質,其實是對流量的爭奪,線上的叫流量入口,線下的叫客流。

      但核心目的是拉新,不是留存

      因為 總銷量=消費頻率*品類客單價*客戶數*品類數

      當一個產品消費頻率基本固定,客單價越來越低,這個時候打價格戰的目的就要增加客戶數或者依靠流量入口來提升品牌其他品類的銷量來提升銷量總額  

      之所以說這么多,是因為商業競爭的核心是認知層面的PK,只有在認知高度跟上時代的步伐才能永保不敗。  

      既然價格戰的目的是拉新,這個拉新可以是新客戶 也可以是新品類,

      所以我們的所有的政策都應該為這個目標服務,來實現新客戶的增長與新品類的轉化!   

      那我們面對這種情況我們是怎么做的?  

      1,家筒燈,工裝筒燈,軌道燈全線參戰,通過優質低價而非降價降質,打造流量入口,提升渠道賦能;

      2,開發獨家私模產品,打造產品差異化,區隔市場同類產品,提升產品賦能;

      3,推出飛利浦定制化商照產品,滿足個性化需求,建立高端品牌形象,提升品牌賦能;

      4,通過全省2000套展柜的大規模投放杠杠,渠道下沉到鄉鎮,建立網點數量并提升終端形象及系列化展示,提升新品類轉化,提升品類賦能

      通過渠道賦能,產品賦能,品牌賦能,品類賦能,從而實現指數級的銷量倍增。

      [i]劉攀理 微信號:18638701690 好路子商業照明河南運營中心總經理

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