Marketing: looking at the "delisting marketing" of coating products from Yao Ming's retirement

Core tip: a press conference called "Ming" Xie was held in Shanghai As previously widely speculated, Yao Ming, a famous basketball player, officially announced his retirement at the conference The giant retreats and declares the end of an era The outside world sighs and regrets about it And bring us paint marketers, there should be more thinking about paint brand marketing And in the product delisting marketing, the coating industry is basically blank, there is no case to speak of! Therefore, this paper basically relies on other industries when discussing Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint House News: a press conference called "Ming" Xie was held in Shanghai As previously widely speculated, Yao Ming, a famous basketball player, officially announced his retirement at the conference The giant retreats and declares the end of an era The outside world sighs and regrets about it And bring us paint marketers, there should be more thinking about paint brand marketing And in the product delisting marketing, the coating industry is basically blank, there is no case to speak of! Therefore, this article basically relies on the cases of other industries when discussing, hoping to give us a reference and reference, and think about how we should do in the paint industry! An athlete's career is limited NBA suspended, Yao Ming has not been able to get rid of injury problems, at this time retired, not many accidents, reasonable Products, such as human beings, have their own life cycle, from introduction, growth, maturity, recession, and finally will die out It's just that some enterprises and some products can last longer "It's hard at the beginning." When the product is put on the market, the enterprise holds a media conference, a presentation meeting, and a dealer ordering meeting All kinds of promotion activities are hot and noisy Enterprises want to borrow new products, a good lottery, no blame After all, new products are not familiar to everyone It is particularly important to attract the attention of the public, attract the attention of the target consumer groups, mobilize their interest, enhance their popularity, improve the trial rate, promote purchase and expand the product market Writing the article stresses "tiger head and leopard tail", avoid "tiger head and snake tail", product marketing is also the case, but in reality, often only pay attention to the beginning, but ignore the "aftereffect" of the product Not surprisingly When a product goes off the market, there are often many factors that lead to: poor management of the enterprise, close to bankruptcy; poor sales of the product, difficult to maintain; strategic adjustment of the enterprise, focusing on the core products, cutting off the numerous branches and redundant leaves; sudden crisis, forced off the shelf of the product A lot of times, things happen suddenly, just like "illness comes like a mountain", an enterprise, a product can crash down in an instant, and the team members rush to different things Without funds and personnel, there is no possibility of marketing promotion for the product "delisting" "Delisting marketing" is equally important In a certain sense, as long as the enterprise still needs to operate and the brand still has market value, the "delisting marketing" of products should be paid attention to From the perspective of consumers, enterprises cannot ignore the feelings of consumers At the initial stage of product launch, for the outside world, the product is a new face and few people know it But in the later stage, especially the products with good market before, a considerable number of product users gathered, including many loyal consumers If the brand goes out of the market quietly, it is irresponsible for this part of consumers, channel distributors and business partners If Yao Ming is not in a formal public situation, but just rash, quietly chose to retire, and how to support the fans all the time, will only hurt the feelings of all those who care about him From the perspective of brand, enterprises need to treat brand equity well The success of any product or brand is not achieved overnight It needs a long process of brand building Reasonable utilization and continuous value consumers are fond of the new and dislike the old, but some consumers are also nostalgic In 2005, McDonald's held a grand farewell show for the grilled pork chop fort, claiming that the grilled pork chop fort, which has been selling well for 13 years, is about to go to the market The final appraisal activity held in more than 2000 McDonald's restaurants in 32 regions of the United States attracted widespread attention 26000 consumers signed on the website to support the preservation of grilled pork chop fort In the end, the product remains on McDonald's menu McDonald's cleverly uses customers' psychology of "not always getting the best" to make the event marketing of products coming to the market, and achieves good results In the past two years, a large number of "old domestic products" such as Huili and forever have been quietly popular again in the 1980s and 1990s Once again, they are in the forefront of fashion, which reflects that the old brands still have the value of "utilization" Although the product has been "off the market", but the brand is still in or in the minds of consumers, rational use of the brand "heritage" is likely to continue to create wealth for enterprises Yao announced his retirement Although at the conference, Yao didn't express a clear personal plan for the future, the outside world speculated that entering the catering industry, engaging in basketball education and training, operating sports brands and so on would be the continuation of the commercial value of Yao's brand In addition to gratitude, this publicity is also a foreshadowing for the future Gorgeous turn around, value still exists, Yao Ming is bound to be able to continue the business brilliance Product delisting marketing should also focus on the future, take the opportunity of product delisting to communicate and convey the company's development plan, clarify the company's vision, objectives and values to win the public's recognition and resonance, and strive for more support for the enterprise's operation and development, or do pre heating for the future launch of new products We should pay attention to the "exit marketing" of products Because often the end is the beginning There is no strategy for small and medium-sized paint enterprises to "perish" the conventional damage caused by paint manufacturers to paint dealers The same kind of information is that the "no trace" is the king of the advertising of paint enterprises The mystery of the marketing of paint enterprises to play with variety reality shows How can paint enterprises make money with paint networks? 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