Analysis of Five Mistakes in Ceramic Product Development

One of the mistakes: Small brands imitate big brands

The imitation between companies is the "strength" of the ceramic industry. Everyone knows that this has infringed upon the interests of the original company and affected the healthy development of the industry. However, everyone is just hard to change. Because everyone is a businessman, making money is important. As for the protection of intellectual property rights and the healthy development of the industry, we must obey our “profitableism”!

In the seller's market period, imitation really made many companies taste the sweetness. Everyone will earn more or less. Now to the time of the buyer's market, imitating is not to lose money. Therefore, we may wish to stand on the standpoint of marketing and talk about the possible consequences of imitation in order to understand which imitations will be earned and which will be compensated.

There are three kinds of situations: the small brand imitates the big brand products, the big brand imitates the small brand products, and the equal ceramic brand products imitate.

From a marketing point of view, it is obviously not wise for small brands to imitate big brands. Small brands are not strong enough, and they lack the cost of self-developed products. Selling products that imitate big brands seems to be a shortcut. However, from the scale of product production, small brands cannot compete with big brands, and they also determine that their imitation product costs are higher than those of big brands; in addition, terminal brands have little influence, and the same products are placed in both stores. It is estimated that the selling price of small brands is still 5 to 10 percentage points lower than that of big brands. It seems that small brands rely on differentiated operations to win, and imitating big brands is clearly looking for flaws. The situation of big brands mimicking small brands is much better. The large-scale brand's economies of scale determine the low product cost, plus good brand influence. Products that imitate small brands are easily counter-customer-based and take away the small-brand market. If a big brand wants to exterminate a small brand, just follow its product closely and grab his market. Of course, small brands are too personal, and they are pursuing a small market. The benefits of blind imitations by big brands will not be large, and they may also give opportunities to real competitors. As for the imitation between similar brands, it is the need and necessity of competition. There is no big deal!

The second mistake: Product development follows best sellers

Product development follows the best-selling product to run as a manufacturer. Only by selling the product at a reasonable price can the company realize profitability and maintain the normal operation of the company. Therefore, it is an irrefutable truth for our products to be connected with the market and for our customers to accept it smoothly.

The development of new products has its own potential risks. The investment in research and development costs is secondary, and it is not sufficient for the enterprises to form lethality. The important thing is that the developed products are not accepted by the market, and a large amount of product backlog will be sufficient for the company's health. Then, in the market to find some best-selling products, directly imitate or make improvements, with the best-selling products running has become a shortcut to the development of enterprise products. The marketing department likes to sell products that only sell on fire in the market. People need to have them. If they don't, they will blame the production department for working poorly in product development; and the production department prefers not to take new products and does not meet the market consumption trend. The crimes, imitating the best-selling products on the market, could not be sold well enough to push the responsibility to the marketing department. It seems that this is not only a short cut, but also a good way for both the Marketing Department and the Production Department! Just to imitate and imitate it, to produce light and elegant today, tomorrow's production of luxury and publicity ... ... the company's products have become a large platter, can not form their own style and theme.

Here is a big red and green, where a simple and elegant ... ... products are all kinds, dazzling, what kind also. However, the appearance effects of products cannot be compatible with each other, resulting in a significant reduction in the effectiveness of product display, and it is difficult to generate sales force.

Someone selling good products does not necessarily sell well. Imitation also first consider this product is not suitable for their own. If it is suitable for imitating it is no harm. But not suitable for yourself? So no matter how much fire is sold in the market, don't worry about him!

Mistakes 3: Matching with the master brick

In recent years, product support has become more and more important in terminal sales! Especially the antique brick products, there is no good product support, many good bricks also suddenly no effect, sales will not be able to mention. Many companies have invested considerable manpower and financial resources and set up specialized support centers to design and develop supporting products for their products in order to achieve the best mix of products in space applications. In fact, the purpose of supporting is very clear: it is to better sell products! Selling products is the purpose, and supporting is a means to assist sales of products. However, often in the process of supporting, because they did not stand on the marketing stance, the results became support for supporting. For example, the design and R&D department has just launched a product. The supporting designer does not consider this product. In fact, there is no need to support the product, or the existing support (supported by the original product) can already provide the product in place. The display, or in part, can be used to display this product, but around the product (the title of the main brick) launched a number of matching, from flowers to the waist line to the cutting and puzzles, fully-equipped. What's more, if this product comes from the five color systems of Huaxia Ceramics Network, each of the above components will be made five color systems. Do not think about these matching flowers flower shape, waist line or cutting method. If the background color is white, it is of course very beautiful. If the background color turns black, the effect is not only unsatisfactory, but also difficult to see. These are all irrelevant, as long as the entire package is good, as long as there is a good package. I have seen a person who is engaged in matching a piece of brick for more than a dozen flowers. It's hard for him. He really has a design talent, but he is the biggest enemy of the business. He did not know that companies should be compatible with the necessary support, if they can complete the display effect should be the less the better, and more will cause huge obstacles to business operations.

If the facilities are complex and complicated, first production is a difficult problem, followed by storage pressure (including sites and funds), logistics and distribution are more difficult, and to the terminal, the display becomes complicated, and it is difficult for sales personnel and distributors to completely implement the design plan. In place (after all, they are not professional product designers), the result is that display and sales have become a mess. Not only will the main brick not be sold, it will also backlog a large number of packages. In fact, the smart matching should be to make complicated things simple, and only simple to make it easy for dealers and consumers to accept and implement.

The fourth mistake: Misuse of the master brick

The main function of the matching is to help the master brick better complete the decoration of a living space, which is a kind of icing on the cake, making the space more beautiful, more able to impress the heart of the decoration of consumers, and ultimately achieve the purpose of selling the main brick. The main brick is leather, and the matching is wool. It is important to do a good match, but it is more important to make the master brick. Otherwise, “the skin is not there, the hair will be attached”!

Supporting, matching, his identity is the supporting role! However, many companies take the position of supporting equipment to a very high position and even consider it as the main brick. They have to invest huge human and material resources and R&D costs to engage in supporting development. To know that the company's resources are limited, if you spend too much energy in this area, it will undoubtedly affect the development and design of the main brick, but also increased the company's entire production management. If it is a company with considerable strength, its own development, design, and production facilities are not good enough. As for companies that do not have strength, they must not be mistakes. Originally, the strength is not strong, such a toss, distracted their energy, the main brick and the support are not well, can not produce great sales, but can not bring much benefit. In fact, there are many companies that specialize in producing and supporting products. They can be handed over to them to help you develop design and support, or buy back products directly from them. As long as you can match your main brick, you don't have to worry about its uniqueness. Not unique, fashionable and not new. For consumers, as long as you can match your main brick, as long as your main brick is competitive, they do not care whether this supporting other company has or not (the main bricks do not care about them). After all, this is only the main brick accessory, and it is not big in the overall purchase.

Therefore, Mo mistaken as a master brick.

Error 5: Blindly expanding product line

The width of the product line is a production issue. It is a matter of enterprises' rational use of existing production capacity, liquidity, and warehousing, etc. It is also a marketing issue. Once a company's production line is not matched with sales, it will lead to a large inventory of products.

For a company, how wide is the product line? It should be said that this depends on the company's overall market sales and production capacity. In fact, this is probably something that everyone knows. It is important to be able to do this in daily operations because external forces will affect the integrity and rigor of people's thinking. For example, sales personnel in the first-line market always want their own products to be complete in style and specifications, giving terminal customers more choice to drive sales. Of course, this is indeed a practical way to increase sales. They come back from the terminal and always point out how many of the brand's product lines are, what kind of colors they are, how beautiful they are, how much opportunities they have for their customers, and their constant response to marketing executives and designers. The single product is lack of competitiveness in the market. As a salesperson in the market, the position determines that they will not consider too much, but only consider issues from their own interests, and never think of the incomparability of their own companies and other companies in terms of scale. There is no comparable sales. Sex, the only requirement is that companies want to provide enough products, more or less will improve their sales. However, the sales performance that he improved was not inversely proportional to the company’s price paid for most of the time.

The ultimate goal of the company is healthy development and sustainable profitability. Broadening the product line not only needs to increase sales, but also must benefit the entire company's market operations and profits. In this situation, it is crucial for marketing executives and people responsible for product design and planning to remain calm and not be influenced by external forces. If the production capacity is small, a wider product line will cause the production line to be converted frequently, affecting normal production efficiency and increasing production costs; while the sales volume cannot grow accordingly, even if the production capacity allows, plus a product line, along with Is the inventory of a product, as well as the occupation of liquidity.