Chapter 22 Section 1 How to make a good product?

Today I will tell you about Giant’s planning and strategy for each product since its inception, and talk about the process from the first product to the current Melatonin, which is a process from immaturity to gradual perfection. First of all, let me emphasize the status of planning. The biggest cost and the biggest waste for an enterprise do not lie in its actual operation. In fact, the price paid for wrong decision-making is the highest.For example, when a giant built a giant building, it belonged to the giant and shouldn't build this building, but you went to build it, so this incident completely dragged the giant down.

If you had done sufficient demonstration and careful research before building the Giant Building, and considered various possibilities, what to do if you succeed, what to do if you fail, and carefully demonstrate that it may cost millions of demonstration fees, but it can be done. Save hundreds of millions of losses. For products and marketing, the biggest cost is to do advertising that should not be done.On the contrary, if your marketing plan is better, your advertising appeal is correct, and there is a certain impact in form, so that consumers can remember your advertisement, then even if you do other work It can be made up for.

Melatonin start-up is relatively successful, but this does not mean that our branch managers are very capable. I think that 1/3 of our branch managers are competent, 1/3 are so-so, and 1/3 are not competent at all, but our national market is basically successful except for Shaanxi and Inner Mongolia, and Managers in many places are incompetent and successful. So a plan determines the fate of a product's success or failure. I have also emphasized before that a good product requires three performances. The first level is the product level.Now when we choose products, we are very cautious, so this test is easy to pass.

Product related, for health care products, this product must be a good product, and the benefits brought to consumers can be felt by consumers themselves. This is conducive to planning and the growth of this product, which meets these two requirements. If you ask, you can pass this level. The second hurdle is the planning hurdle. If there is a good product, but the planning has not passed, then this product will definitely fail. There are many good products on the market, but less than 10% of them are successful, because they have not passed the planning process. A good product determines whether your product will make money or lose money.

The third hurdle is the team and management hurdle, team building and management building. This level determines how much the product earns. Among the three links, the most important and difficult one for us is planning. Planning is very important, what we lack the most now is planning, so this time we ask each branch to select an employee to participate in planning training, and to do full-time planning in the future, that is, we need to strengthen the power of planning. Therefore, in marketing activities, the most costly thing we pay is the cost of planning, not the cost of TV and newspapers.