Saying "There is no free lunch in the world." However, as an effective corporate strategy and strategy, many companies have extended their generous hand to the target consumer group for free “lunch”. The free “lunch” still exists around us, such as free e-mail. Free game software and more. However, the free enterprise is not to do charity activities, but to use this method to serve the overall strategy of the company and achieve the strategic goals of the enterprise. How can this strategy and strategy be effectively used as a model? ?

If we want to define this strategy and strategy, then the free gift strategy and strategy is that enterprises can seize the market and cultivate the market by taking free gifts to their target consumers in order to achieve their own strategic goals. And market strategies and strategies adopted to enter the minds of consumers.

Industries and scopes that use this strategy or strategy

This free strategy and strategy is effective, but not suitable for all industries and businesses to use at any time. So when should those industries and companies take it?

Multinational companies with strong financial strength and some domestic companies or companies that have developed new technologies and products but have no real consumer groups. In the strict sense, it is a market strategy that can only be used when a company with strong financial strength can play. The long-term free gift of enterprises will inevitably put forward higher requirements for the operation of corporate funds. Otherwise, the activities are not finished yet, but the capital chain is broken. The exception is the development of new technologies and new products, but there is no real consumer group for this technology and products. Enterprises have to adopt this strategy and strategy in order to cultivate the market.

An industry that is not costly but has a lucrative product. Generally speaking, the industries that adopt the free gift strategy or strategy mostly occur in industries where the cost is not high but the products are profitable. The expenses incurred by the enterprises in the early free gifts can be later listed products or the products sold after the end of the gift. Profits quickly digest this part of the cost. For example: health care products industry, game software industry, etc.

There are no new technologies and products that are emerging in the real consumer base. There are no new technologies and products for the real consumer group. Because consumers don’t know much about these technologies and products, if they let them take cash to buy these technologies and products, they often have a lot of obstacles, and the market development speed will be very slow. The strategy or strategy that has to be adopted to nurture the market. For example, when Alibaba began to operate e-commerce in China, because China's Internet was still in its infancy, there was no consumer group willing to believe in this new product. Alibaba had to give free gifts to target consumers in the early days. Measures.

Enterprises are used to quickly open up new markets when they enter a regional market that is unfamiliar but strong. In order to open up the market, enterprises sometimes enter unfamiliar regional markets, but these regional markets have already made strong players stand out. The step-by-step market development method will often greatly reduce the speed and effect of market development, and even be smashed by competitors in the bud. In order to quickly occupy the regional market, free gift will become an effective market strategy and strategy. In the anti-virus software industry, Kaspersky has become one of the industry leaders. Kaspersky’s growth rate in recent years has exceeded its expectations and has to start to slow down the growth. As a multinational brand, when Kaspersky entered China, the Chinese anti-virus software market was divided, and the market share was very low. In order to change their own dilemma and attract consumers to try their own products, Kaspersky began to implement a free strategy, and then charge the consumers after they adapt. Currently, Kaspersky has more than 80 million registered users in the Chinese market.

Enterprises are used when launching an offensive war. Being in the second and third places in the industry often challenges the position of the industry leader, but direct offense often takes a lot of risks. However, in order to effectively combat the boss, the attacker can adopt the free market strategy and strategy for the development of targeted products for the leading products of the boss to effectively dispel the opponent's target consumer group and effectively combat the opponent.

Enterprises are used in defensive warfare. In the face of the challenges of industry opponents, enterprises often need to carry out defensive warfare. In order to fight defensive warfare, they can also adopt free donation strategies and strategies for products that are launched by the competing products, so as to effectively dispel the opponent's offensive and attack the opponent's offensive edge. Forcing the opponent to give up the attack.

Principles to be used in the use of this strategy and strategy

Since the use of this strategy and strategy will cost the enterprise a lot, there are some principles to be grasped when the company uses this strategy and strategy.

Clear strategic objectives. That is, companies must understand that the implementation of this strategy and strategy must serve the company's strategy, in order to meet the strategic goals of the enterprise. This purpose must not be taken without purpose. So what should companies clearly define strategic goals in those areas?

It is to cultivate the market, to open up new markets, to fight the offensive, or to fight the defensive war. If the purpose is not clear, it is terrible to adopt this strategy and strategy. It must not be seen that others will be effective in doing so. Otherwise, the result can only be lost to the wife and the soldiers.

Control rhythm, time, and range. Under the premise of clarifying the strategic purpose, enterprises should consider how to control the rhythm of this activity, whether it is carried out continuously or in stages, and continue to carry out other profit channels that are generally strong in cultivating the market and occupying the market for a long time. The business is more suitable. The staged nature is generally carried out by the enterprise in combination with the staged purpose of the enterprise. If, after one stage, the enterprise achieves one purpose to cancel the activity, and to achieve the purpose of another stage, another stage of the activity is taken. This is generally more suitable for companies to use in offensive and defensive warfare. For example, Rising Company, in order to block the competing products, will launch free anti-virus software activities in stages.

The control time is the same as the control of the rhythm, and will not be described again.

The scope of control refers to the scope of the implementation of this activity by the enterprise, with clear strategic objectives, to clearly define the scope of the implementation of this activity. There are two meanings: one is for those consumer groups, the other is for those markets, whether it is a local market or a full market. If the company is only used to open up new regional markets, there is no need to carry out activities in all regions.

Shrink the front as much as possible. Since the free gift will cause the company to pay a certain price, it is better to take a single product or a small amount of product breakthrough when launching this activity. It is not appropriate to include all the products of the enterprise in the free gift range. Enterprises in offensive wars must be taken seriously. This is because companies are not in a state of suicide, and a single offense is more likely to achieve corporate goals, rather than let consumers do nothing in the face of a bunch of products in the enterprise, but the effect of the activity is greatly reduced.

Choose a target consumer group. In order to make this strategy and strategy play a greater role, enterprises must lock their free consumer groups to target consumers. Gifts outside the target consumer group will only increase the cost of the company and it will be difficult to play a larger role. effectiveness. Therefore, before implementing the activities, enterprises must carefully study the consumer groups, and clearly identify those consumer groups that are the target consumer groups of the enterprises. Those that are not, and then carry out these activities around the target consumer groups.

Related products follow up. It is only the means of the enterprise that the company gives free gifts, but it is not the purpose. This must be clear. Therefore, when adopting this strategy and strategy, it is necessary to follow up the relevant products to ensure that the products can be profitable after the activities are in progress or after the activities are completed to ensure the profits of the enterprises. For example, the free e-mail address of the portal, free e-mail is not charged, but these companies have launched a more powerful and complete e-mail address and advertising on the free e-mail interface to achieve profitability; December 2005, Shanda will make all three of its mainstream games free, but rely on the sale of equipment in the game to make a profit; NBA is free to broadcast in China, but it is profitable by seeking partners; Alibaba is free through users, but through corporate rankings Profit and so on.