How do spring manufacturers carry out market "strategic" plans

The single product management of the spring enterprise refers to the management of the single product configuration, procurement, sales, logistics management and other activities of the spring enterprise according to the marketing objectives of the enterprise. The main single product management can ensure the smooth circulation of precision spring products, maintain the profit stability of precision spring enterprises and optimize the commodity structure of spring enterprises. Taking the single product management route is conducive to the spring enterprise to concentrate resources, the single product to the extreme, is conducive to the smooth circulation of the spring enterprise single product, ensure the stable profits of the enterprise, is conducive to the spring enterprise to achieve the survival of the fittest and improve the operating efficiency of the spring enterprise. However, spring enterprises in the single product mode often encounter a single product growth rare thing, then how should enterprises carry out a single product strategic plan?

First, the difficulties after the release of a single product

Generally speaking, a strategic product in the first one to two years of its listing, is the most dangerous two years, in this period of time, 80% of the start-up product will fail; If the strategic item does not survive the year or two, then it will automatically be eliminated.

After this period of time, if a strategic product can live for 3 to 5 years, it means that the single product has found its own place in the entire industry and has the value of its existence. It can survive as long as it doesn't make major directional mistakes.

In the next step, strategic products will enter a rapid growth stage. How to get big? How to become a strategic big item? This is the most core proposition of strategic products in the growth stage. In the growth stage of strategic products, the new category has passed the introduction period and smoothly entered the growth stage, the category scale will be further released, and the entire category market will grow rapidly. At this time, the main problem facing the industry is no longer to discover and explore the market, but "how to detonate?" "How do you get bigger?" Category market problems.

Second, grasp the rapid growth period

In a word, strategic products in the growth stage, is not in the high speed to grow, or in the waiting for destruction. The rapid growth stage of strategic products is different from the introduction stage of strategic products, and the strategic key point of this stage is no longer the pilot and the point with the plane, but the rapid scale and as much as possible to seize market share. Sales is king and market share is king, which is the main winning way at this stage.

The growth model of the enterprise must break through the growth paradigm of "opportunity oriented + single point breakthrough" and change to "scale price + marketing strategy + rapid expansion". The so-called rapid expansion refers to the process of enterprises focusing on products in the price range and market level with a particularly large sales scale at this stage, and promoting the formation of a geometric expansion of the market and the expansion of capital from detonation to fission through the use of comprehensive and effective marketing tactics of external market expansion and internal management adjustment, so as to achieve the increase of its operating scale and the enhancement of capital efficiency.

The rapid growth of strategic products is ultimately manifested as a process from the accumulation and concentration of capital to the overall qualitative leap of capital, which is the significant enhancement of capital strength and the significant improvement of competitiveness. The core performance of strategic products is that strategic products have truly become strategic large products because of the rapid expansion of sales scale and the formation of market share monopoly advantages. Strategic products have thus made a qualitative leap.

Third, a clear understanding of current events is the key

In order to achieve the qualitative leap from strategic single product to strategic large single product, enterprises need three aspects of efforts: to create a rapid marketing model, to establish a large-scale product line with a large single product as the core, and to drive the scale of the entire product line.

Spring enterprises to avoid risks, it is necessary to broaden the development path while giving play to the advantages of single product management, expand a number of "baskets" for "eggs", and then carry out efficient single product management for each. At the same time, spring enterprises should improve their own strength to meet the needs of single product management, pay attention to every aspect of single product management, and improve the management of single product management, reduce the difficulty of single product management, and efficiently apply single product management to the production and sales process of spring products. In fact, single product management is more beneficial than harmful, but if the spring enterprise only focuses on single product management route, it is more harmful than beneficial.

For the application of single product management mode, Suzhou spring enterprises should not be blind. Recognize the current situation, expand the development path, develop multiple categories of differentiated products, and integrate into single product management, so as to develop strengths and avoid weaknesses, and truly play the advantages of single product management.