Today’s article is written with reflections. This content may not be of great interest to most friends, but it will be of some value to practitioners in the water cup industry, especially practitioners in modern e-commerce sales of water cups.
Through comparisons of multiple factories, including comparisons of the operating conditions of our own factories, we found that the complete elimination of one or more products is mainly affected by the market. As a daily necessities, water cups are themselves fast-moving consumer goods. Fast-moving consumer goods have a common characteristic: high market competition and many similar products. In this case, product updates will be rapid and the average life span of the product market will be correspondingly shorter. , many products have been on the market for about a year, but quickly disappeared from the market due to poor sales. According to incomplete statistics, as of the end of 2022, there will be more than 9,000 companies engaged in the production and sales of cup and pot related products in China. This does not include those companies engaged in trade and e-commerce sales. But cup and pot products are not The only company that sells products. Among the more than 9,000 companies, industrial and trade companies account for more than 60%. Others include factories that are only responsible for processing and production and companies that specialize in selling cups and pots.
For the entire large market, it can be said that the update and iteration of water cup products is changing every day. Although water cups are not eliminated every day and no longer enter the market, the frequency of elimination is still quite high. However, for enterprises, especially those integrating industry and trade, the elimination of a product mainly depends on the company’s market planning and the company’s courage to introduce new products.
When it comes to the company’s market planning, I believe many friends can understand it, but when it comes to the courage to introduce new things, many friends may not fully understand it. This requires a water cup to be created from scratch, and how many times it has to be polished from conception to launch. And pay high development costs before and after. Many companies will take it for granted after developing a product, thinking that as long as they carefully manage and expand publicity, the market life of the factory-tested product can be unlimited. In fact, this is not the case. When the market expectations of a product continue to decrease, then subsequent production will The cost will not decrease evenly as time goes by, but will increase due to issues such as protecting molds, maintaining equipment, and insufficient production proficiency. However, even if many business operators understand this situation, they may not necessarily have the courage to completely eliminate a product, especially like the friend factory we wrote earlier in the article that completely eliminated many of its previous products and redeveloped them to cater to the market. The product.
In recent years, e-commerce sales have become more mature, and data collection has become more convenient and accurate. After 18 months of testing for cup and pot products, more than 80% of new products will be naturally eliminated. I have seen it on the market or on e-commerce platforms, but sales are indeed extremely bleak.
So how long does it take for a water cup factory to eliminate a product? For enterprises with scientific planning and a complete sales chain, the elimination cycle of a product will be between 2-4 years. However, for those enterprises with unclear sales direction and incomplete sales channels, the elimination cycle of a product will be 2-4 years. The elimination cycle mainly depends on the attitude and ideas of the operator.
Post time: Dec-27-2023