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1. Optimize product structure and build brand awareness

Expert opinion:

Wu Xiaobo: we have moved from a shortage society to a surplus society. Everything is redundant and redundant. Secondly, there is no use in marketing. Knowledge payment, mobile phone sales and house sales are all service industries. All products have changed from a promotional process to an advisory one.

Jiang nanchun: "the current business war has turned to a war for the mind of consumers". Even if the production and sales channels of enterprises are good, they will not necessarily win, because consumers choose too much. If the product advantage cannot be converted into cognitive advantage, the product cannot be sold. It is suggested that the first is to achieve product innovation, and at the same time to seize the time window to solidify differentiation and seize the cognitive advantage of consumers. The second is brand building.

Practical suggestions:

How strong an enterprise's IP capability is, how strong it will be to resist the crisis. Like a raging fire, Kwai tiktok, enterprise's official account and enterprise B station, the enterprises need to pay more attention to building the brand of the enterprises, including patents, intellectual property rights and private area flows.

Take the catering industry for example,

There are many traditional restaurants testing takeout. When delivering meals, you can consider adding some experience value-added service content, such as purchasing vegetables and fruits snacks on behalf of others, which can improve brand reputation and accumulate more regional customers. However, it is necessary to take protective measures for employees.

At the same time, we can provide free food materials or free meal delivery services with medical institutions or public welfare organizations, improve the popularity and reputation of the enterprise, and bear the sense of social responsibility.

It can also give free take away to the neighborhood, accumulate popularity, improve popularity, isolate the people at home, get little information, and receive a real meal, which is more effective than traditional media advertising, and easier to seize the customer's mind.

2. Taking human as the sales node to realize the product circle

Expert analysis:

Wu Xiaobo: today, there are 10 yuan old Ganma and 20 yuan rice master in the market to make anything in China, even if it's hot sauce, because consumers are trapped. Products are gradually separated from the media advertising, but exposed in our circle of friends and communities, so the most important feature of circle is now.

What's more, all of today's product transactions have become Internet based. What's more, there are more than 200 million new middle classes in China today. More and more consumers are willing to pay for their good life.

Jiang nanchun: after the epidemic, consumers will have two poles to accelerate differentiation. When small enterprises are in trouble, the level of disposable income of the general public will decline and the consumption will be more cautious. However, the consumption of white-collar workers, backbones and elites as the mainstream middle class in the city will rebound rapidly, and the consumption will show "three loves, three fears and three shortages". That is to love beauty, play, health, old age, death, loneliness, lack of love, mood and self.

He suggested that new entrepreneurship and business innovation should focus on high-end quality and spiritual needs, and think about how to make the middle class more existential, ceremonial, happy and fashionable.

Practical suggestions:

Enterprises need to build the circle influence of products, truly recognize the influence of "private domain traffic", transform the ability of enterprises to communicate with the public, customers and communities, and truly transform the way of communication.

Take the catering industry for example,

Employees can be mobilized to use online media platforms to carry out network promotion and marketing, and the employees isolated at home can be transformed into network promoters.

In addition, during the epidemic period, enterprises may calm down to think clearly about their own circle strategy, sort out the whole service process, and sort out all the customer contact points, design the service links that give customers surprises, and find ways to make customers willing to participate automatically, and use new technologies and other means to make services become the core elements of your enterprise's differentiated competition. Create your own unique "tonality" to attract more potential consumers.

3. Make full use of new tools, open up online and offline, and speed up Digitalization

Expert analysis:

Wu Xiaobo: since the new retail was proposed in 2016, we have no cash in our pockets, and all products are seamlessly connected online and offline. At the same time, social tools have been widely used. In 2019, the average time we spend on mobile phones is 5 hours a day, and we only have 8 hours to work.

Novel coronavirus pneumonia has changed in China over the past few years. However, the epidemic accelerated the process.

Jiang nanchun: in the face of an outbreak, the core competitiveness of an enterprise is its digital capability. During SARS in 2003, Jingdong Taobao developed rapidly. And in this outbreak, China's most difficult to change the health and education industries are also experiencing explosive growth. Online and digital are the future development of various industries.

Chen Chunhua: during the epidemic, when all parts of the country are proposing to isolate themselves and cancel all kinds of offline activities, the enterprises with online platforms will show their hands and feet. Some enterprises without online platforms but with digital capabilities will also quickly connect with the platforms to find their own opportunities. But for enterprises without digital capabilities, they are totally at a loss in this period of time.

Practical suggestions:

Enterprises need to consider clearly how many businesses can rely on the pure line to obtain income and complete business? How many businesses must rely on face-to-face offline delivery and need to contact customers to complete? Online rate is a very important indicator. For many enterprises, we need to increase the proportion of online revenue.

In addition, enterprises should really move to become a company with digital technology. No matter your business model or your organizational operation model, they will become digital models.

Take the catering industry for example,

It is necessary to connect catering and retail online and offline, expand the omni-channel sales of Hall Food + take out + take out + Flash + e-commerce + retail + group meal... To improve the immunity to similar major public safety accidents.

Promote the self-service of order and cashier positions, and reduce human cost and public security risks.

As Professor Chen Chunhua said, in the changing environment, those enterprises that dare to face the crisis, respond quickly and activate themselves will get a special development opportunity, and also the opportunity for the rise of some small and medium-sized enterprises. Face all epidemic situation, do not advance or retreat, act quickly!