NEWS

With the vigorous development of productivity, we have entered a multi product era. Everything you can imagine, what you can see, hear, touch, and use, is nothing but products. Even in virtual fields such as finance and the internet, there are countless products. It can be said that products have formed the core foundation of the entire social economy, and without products, humanity will lose the basis for survival. Similarly, it is precisely because of the era of product proliferation that we must have a deeper understanding of it in order to stand out from numerous similar products and sell our products well. Today, we will look at the essence of the product and its competition

Here we need to clarify two concepts:

1： What is a product? The broad definition of products in commercial society is: objects or intangible carriers used to meet people's needs and desires.

2： What is a product? The definition of goods in society is: labor products used for exchange

From the above definition, it can be seen that the essence of a commodity is for exchange, and the essence of a product is for use. During the exchange process, a product can be called a commodity, but after you receive it at home, you use it all, unless there is another exchange. So for consumers, what do they ultimately get? It is a product, not a commodity. Therefore, no matter how many elements are created by the seller during the exchange process, such as discounts, explanations, sales gifts, etc., the final feedback from the consumer must be the feeling of use.

Many people fail in the first step: to simply understand a product as a commodity, especially in the gift industry, where buyers and users are separated. Everyone focuses on how to express the characteristics of the "product": how to exchange, or the price in exchange, rather than focusing on the product itself, which leads to the popularity of small workshops, individuals, and companies in the industry. This is not in line with the essence of the product economy and will inevitably be eliminated.

After understanding the first step, many people will fall into the second misconception: since it is the ultimate focus on products, it is better to make good products, ensure supply, ensure quality, and not afraid of losing sales. This approach is essentially correct, but it ignores the impact of the overall environment. In the context of comprehensive development of productivity, there are many manufacturers with the same quality and characteristics, such as the previously famous bee flower shampoo, horse hair soap, etc. Although the product quality is good, there are also many manufacturers with the same quality, so they are submerged in the product sea. A qualified marketer will create equivalent products that appear to be superior to similar products during the exchange process; An excellent marketer will create the same product into one with a high psychological ranking before the exchange process.

So where is the third fork in the road? It is the entity where thinking is constrained by the product. Let's return to the definition of a product: an object or intangible carrier used to "satisfy" people's needs and desires. The only variable in this definition is' satisfaction ', which contains two layers of meaning:

A person's needs and desires are diverse: if I want a hammer, is the hammer the product? No, I may have these other needs: a. I want to deliver to my doorstep. b. If the hammer head has my name, it would be so cool. c. I want a toolbox for easy storage at any time. d. I want its hammer head to be stable. e. I hope it won't rust... So, as a salesperson, can we just treat the hammer as a product? After considering all the buyer's needs, we try our best to provide solutions such as logistics, design, marking, tool kit matching, quality testing, surface coating, etc. All solutions are part of making the product. Similarly, intangible carrier products also contain multiple elements: for example, agents traditionally understand it as a collection of multiple brands, but are the needs and desires of gift companies just product entities? They may also need a website, design, screen printing, solutions, funding, transportation, and so on. Therefore, agents need to segment all customer needs and combine them with reality to see which parts can be solved. Obviously, the more they can solve, the stronger their competitiveness. With the passage of time, demands and desires are constantly changing, and all sellers cannot stay in the cradle of product entities.

2、 The core of 'satisfaction' lies in how to satisfy, rather than the costs incurred in the process. For example, the hammer mentioned in the previous point, if you can meet all my needs, I am willing to pay a higher price. On the contrary, even if you lower the price, it cannot meet my needs. Too many sellers perish in price cuts by limiting their thinking to the product itself rather than solving demand.

Looking back, what we see, hear, feel, and use are all products, and what we truly enjoy is far from being as simple as the product itself! I hope this article not only allows manufacturers to share, but also enables non production agents and distributors to truly understand the meaning of "products" in the era of multiple products.