Why?
Although, most of the world's water bodies are seriously polluted, exacerbating the contradiction of water scarcity. Traditional tap water treatment methods, can not guarantee the provision of good quality drinking water, and in the municipal water supply there are two pollution problems, such as high-rise water tanks water supply, the long pipeline for the delivery of tap water, can cause potential rust, scale and microbial contamination problems, so a variety of brands of water purifiers came into being.
We open Baidu, Google two major search engines, type "water purifier", "water purifier", "water purifier", " Drinking water", "water home appliances" and other keywords, a lower right corner labeled "promotion" of the word corporate website links, dazzle you dazzled, dazzled; turn over the popular financial newspapers and magazines investment advertising, "the first sunrise of the 21st century", "the first sunrise of the 21st century", "the first sunrise of the 21st century", "the first sunrise of the 21st century". "The first sunrise industry in the 21st century", "thousand dollars to open a store to earn ten thousand dollars a month" of temptation title, thunder to you outside the scorched, heartbeat red.
Behind every piece of rhetoric investment information, are hidden a series of interlocking money traps; every costly bidding behind the ranking, are buried with a large number of teeth and blood swallowed by the cheated agents. Those who have accumulated many years of small businessmen scattered, those who lose all the working savings of young people, those who are almost hitched to the life of the laid-off workers ...... until the business dream is shattered, only to see the end of the industrial chain bloody truth: 30% of the water purifier agents, the life cycle of no more than 3 months; at least 50% of the agents, due to operational difficulties in tears to turn! Even those who have made it to the top today, most of the successful ones have been cheated by unscrupulous manufacturers.
Bad money drives out good money, the real head to do the market strength of the enterprise but was buried by the liars - this is the saddest reality of the water appliance industry. Overdraft industry in the future, unscrupulous manufacturers rack their brains to design a "hammer deal" to fool investors, thousands of mouse droppings ruined a pot of soup - this is the most painful internal injuries of the water purifier market.
If a grain of mouse droppings, enough to destroy a pot of good soup; then, have you ever seen such a spectacle: a boiling cauldron, mixed with hundreds of thousands of mouse droppings, but only to see a batch of obsessive swarmed to the front and rear, pulling out the real money, just to eat a bowl of "first bite of soup"?
This a muddy pot of soup, is in recent years gradually warmed up, mixed water home appliance industry; this grain of dirty rat droppings, is hundreds of thousands of fish in muddy water, big "money" of the unscrupulous manufacturers; this batch of fools, is the millions of people by the entrepreneurial passion of the mind, due to the asymmetry of information, deceived and deceived. The information asymmetry is deceived by the innocent agents.
Below, let us open the skin of the liars, these people eat the bones of the investment traps, one by one exposure.
Trap 1: market prospects painted cake
Only speak of the bright future, hide the bumpy road in front of you, take the illusory market prospects to mislead investors, which is the most common investment trap in the water purifier industry.
In 2006, along with the successive outbreaks of water pollution crisis across the country, the water purifier market ushered in a historic inflection point, entering a new round of growth. A large number of knowledgeable people optimistic about the prospects of this industry, sprouting the urge to invest. Liars look at this point, firmly grasp the "market prospects" this core, with the sunrise, environmental protection, huge market capacity, profit margins, such as rhetoric, drawing a sweet and tempting cake. According to them, the distribution of their products is not only easy to make money, and water purifier into each family, it is just around the corner.
Unfortunately, the water purifier into every family, become a household necessity, only the market prospect. For the vast majority of regional markets in China, water purifiers are still a luxury product, the main consumer of middle- and high-income families - although lucrative, but the reality of the market capacity is not as big as the crooks bragged about, and the actual operation of the actual operation of the need for certain skills. As for why water purifiers are difficult to quickly popularize in China, the actual operation of which skills are needed, this is a fairly complex topic, I will be in the follow-up article specifically to explore. The reason why unscrupulous manufacturers hide the truth from investors and mislead agents with unreal market prospects is to lower the threshold, "invite the king into the jar", and then increase the price of regional market distribution rights, as well as the first batch of drawdowns, maximizing the extraction of hard-earned money from investors.
Distributing water purifier, must have a certain amount of financial strength, sales skills and relationship network, more to have long-term business perseverance and perseverance, and not anyone can join, who can make money. In the face of those who brag about the market prospects, the delusion that distribution of water purifier is very easy to make money manufacturers, agents, friends, you must be vigilant!
Trap 2: Junk products to earn huge profits
Products, is the core carrier of the marketing value chain; quality, is to determine the market success or failure of the foundation. However, a significant portion of water purifier agents - especially new agents, after spending a large sum of money on the first batch of goods, but found that the products bought back, but is a pile of endless trouble and endless trouble to bring their own - garbage.
Nearly three thousand water appliance manufacturing enterprises in mainland China, but truly independent research and development capabilities, mastering the core manufacturing technology, but less than one-tenth. The consequences of the uneven technical level of the industry, that is, miscellaneous products flying all over the place, the quality of serious instability. Just past November 2008, Beijing TV announced the Beijing market water purifier quality sampling results: more than 90% of household water purifiers, after a period of time, even into the "sewage", "stinking water"; more part of the product because of Quality problems rupture, leakage, to the consumer - as well as bear joint liability for water purifier distributors, bringing serious economic losses.
With the purpose of quick money for the purpose of only doing a hammer business, never expect the agents to carry goods again crooks, of course, will not spend valuable resources in research and development, technology, production and other links. Most of them do not have their own manufacturing plants, products are all commissioned by some cottage factory labeling. And out of cost-cutting considerations, whether the cartridge or mold, are selected from poor quality products of shoddy work. Although the agent price of their products does not seem high, but because the production cost is very low, in fact, has earned enough profits. As for these garbage products through the agents into the regional market, will produce what serious consequences, they never care.
As the saying goes, "Be careful what you wish for". Agent water purifier, we must pay attention to the manufacturer's operating history of how long, especially to be wary of those who come from an unknown source, the last two or three years before the emergence of new faces; must be a detailed examination of the manufacturer's technical capabilities and manufacturing process, can not blindly listen to the other side of the self-promotion. The core technology of the water purifier lies in the cartridge, like the British Dalton ceramic cartridge, South Korea, Korea's RO membrane, Australia's sintered activated carbon, Hainan Lishang composite ultrafiltration, have been tested by the market for many years; water purifier manufacturing process focuses on quality and stability, like Shanghai's Whirlpool (U.S.), Greenland (Australia), Guangdong's U.S., the pure Vitamin BioTech, as well as the Zhejiang Qinyuan, Hainan Lishang, the oldest of these Large factories, the industry has a reputation.
Pitfalls three: false brand set halo
With only "market prospects" this cake, there are shoddy products, obviously can only cheat the layman investor; and the cleverness of the crooks, lies in the false "packaging" through the design of elaborate ", to the garbage products set on the "brand" halo, and then under the big money publicity campaign to attract investors moths to the flame. How to create a "brand"? How to set the halo? And see the following typical tricks:
1, fake. Right now the water appliance industry's most popular trick, is to fake foreign background, posing as a foreign brand. Obviously, it is a purse company, cottage factory, as long as a nice foreign name, and then engage in a false injection of capital, it changed into a brand from the "19XX" years of the X country.
2, exaggerated. As the saying goes, "How bold is the man, how productive is the land". Even if you only spend a mere 2,000 or 3,000, in the CCTV-7 rural channel played a few times 5 seconds of advertising, but also choose the cheapest in the middle of the night, dare to call themselves "CCTV on the list of brands".
3, publicity. The greater the propaganda momentum, the greater the suspicion of liars, which is very simple reasoning. Because only liars, only dare to spend a lot of money on investment promotion at any cost.
What Baidu, Google, what bidding ranking, keyword search, buyout! Anyway, the wool comes out of the sheep's body, as long as more cheat to a few agents, the capital immediately recovered!
To recognize these false halos, it is not difficult. Take the foreign background, in addition to the Whirlpool (U.S.), the green tea (Australia), DiBiWei (Israel), the United States can (Singapore) and more than a dozen real foreign-funded enterprises, the other forest of foreign brands of water purifiers, most of the way suspicious. The most basic elements of the brand - visibility, only the United States is considered a household name. As for those online links in the lower right corner labeled "promotion" word, we are still careful as well. Oh, gullible this word, the last for this network advertising costs to pay the bill, certainly you.
Trap 4: Price poison set you
Common sense would dictate that since the crooks used so much thought and invested so much blood, then they sell the product to the agent, the price should be very high, right? If you think so, you really underestimate the intelligence of the crooks! Unscrupulous manufacturers rely on to trap investors, is a carefully formulated price of poison; looks like a lower price of the product, it is wrapped in this poisonous sugar coating.
As mentioned above, the crooks' garbage products have extremely low production costs, and even if they sell the products to agents at a lower price, they can still make huge profits. This seemingly lower price point of the product is most conducive to paralyzing investors and dispelling their psychological concerns. Next, the crooks will increase the total amount of withdrawals, increase the price of agency rights and other means, the investor "eat dry squeeze all". If the investor does not eat this set, it does not matter, anyway, the principle of the business of the liars is to "sell more" - how much can cheat how much, can cheat a count one.
A penny a penny, this is the ancient invariable commercial truth. Countless agents of the painful lessons confirmed: greedy small cheap eat big losses, low-priced water purifier can not be done! First of all, the mainstream consumer of water purifiers, is a middle- and high-income families, and this part of the consumer is most concerned about the quality of the product, the price is not very sensitive; Secondly, the water purifier marketing focus on service, and low-priced water purifiers, narrow profit margins, can not afford the cost of follow-up services; Lastly, the low-priced water purifiers of low quality, such as a ticking time bomb, once exploded -In the customer's home clogging, water leakage and other serious quality problems, you can not cry!
Trap 5: marketing model false empty
The product is but to realize the profit carrier, the investor is most concerned about, is how to sell the water purifier, that is, the marketing model. Liars are the masters of speculation agents mentality, do not see themselves not open a water purifier store, did not successfully operate a regional market, can boast of the marketing model to the investor, each head is the way. To summarize, these "bragging" marketing model, most of the following characteristics:
1, false: the more claimed to be a good operation, the effect of the marketing model, the greater the water. Sounds wonderful and feasible, the actual market has not been tested on a large scale, and even a successful sample are not.
2, big: meet you send a book, or a few "books" - the name is "XX Marketing Manual". What store guide, staff training, promotional activities, media advertising, engineering operations ...... as long as you can think of means of promotion, the manual almost everything.
3, empty: the vast majority of promotional measures in the marketing model, simply do not have operability. Or extremely cumbersome, such as a promotional campaign, the design of a dozen processes, dozens of links, you simply can not do; or indiscriminate, stuffed to you a number of shoddy, no promotional power of the TV or newspaper ads, really take to put, quasi-protected loss of life.
If there is really so a set of magical marketing model put in the four seas and all permitted, you can quickly open the water appliance market, manufacturers have long been dry, where there is still a need for investment? In the face of the overall lukewarm, around the Chinese water purifier market, even if the "United States" are at their wits' end, the other manufacturers are "village village tricks".
To give two extreme examples: Australia's Kolors entered the Chinese market in 6 years, the number of dealers is less than 100, but the survival rate of 100%, and more than 90% of the profitability; Shenzhen, a "well-known" water purifier manufacturers, a few years by the crazy hype and the rapid development of nearly 1,000 agents, however, to do a, dead one.
This is the first time that we have seen a water purification system in China.
Don't ever be superstitious about what "marketing model" - the survival rate and profitability of the manufacturer's agents, is the touchstone, hard truth!
Trap six: policy support does not land
Courtship full of mouth running train, what wish dare to promise; bed after the face, all the promises of a wind blow. This pair of rogue face, it is unscrupulous manufacturers deceive the real portrayal of agents.
Most of the water purifier agents, are the first time to enter the water appliance industry novice, because of the lack of industry knowledge and operational experience, the urgent need for manufacturers to give a full range of personal nanny guidance and support. Liars firmly grasp the psychological needs of investors to elaborate a set of beautiful and beautiful "policy support", from promotional materials, sales rebates, to personnel stationed, advertising coverage, the chest beat to the mountains, wishing countless. Waiting for the agents to buy a single, only to find that these sworn "policy support", most of which can not land in the air.
Identify manufacturers of "policy support" is a false or sincere, the trick is three:
1, look at the manpower. The real agents responsible for the manufacturers, such as Whirlpool, Risen, the green science, have a special promotion of specialists. These people are experienced, well-trained, resident in the regional market, hand in hand to assist agents. People are the first, if the agent is even difficult to see the manufacturer's silhouette, he promised all kinds of support, and where to start?
2, look at the strength. Engineering (group purchasing) has always been the hot water purifier market, many manufacturers investment commitment, can assist agents to operate the project. However, the operation of the project is the need for strength, such as small and medium-sized project is known as the green tea, both engineering equipment R & D and manufacturing capacity, but also a large number of successful prototype projects, but also a both know the technology and know how to sell, familiar with the bidding process of the professional team, which can put the agent's support in practice. As for those who simply do not have these strengths, boasts of engineering manufacturers, not a liar is what?
3, look at the details. Lies are angels, details are the devil. Take the agents to use the most promotional materials - product leaflets, from copywriting, design, printing, paper, to the various regional market consulting phone number and distribution address, respectively, plate, uniform printing, the difference between different manufacturers is not small. I have been concerned about the water appliance industry for many years, compared to thousands of leaflets, do the most attentive, that is, Kolu Shi. Even a small promotional leaflets are done so attentively, such a manufacturer, how can out not OK?
Trap 7: market protection when farting
Coax investors to sign up for payment, through the sale of regional agents and the first batch of goods, extracting the agent's hard-earned money, this is the first step; perfidy, not only do not implement the prior commitment to the policy support, but to the agent to pressure the sales volume, and then to complete the sales task as an excuse to cancel the agent's right to distribute the market, this is the second step; The color of the next wrongdoer, the deception slightly improved after the cycle staged, sold again this regional market agent distribution rights, this is the third step.
It is through the above three steps, unscrupulous water purifier manufacturers to achieve a complete cycle of deception. In their minds, the so-called "market protection", I'm afraid it's worse than a fart. Xiamen market, for example, just more than 1 year, a "well-known" water purifier manufacturers rely on this "three-step cycle of cheating song", the continuous replacement of five agents, the continuous collection of five times the market agent deposit, the continuous sale of five batches of thousands of units of garbage products.
What's even more outrageous is that in order not to "waste" moths to the flame like deduction to the door of the "investor resources", the manufacturer even designed a new water purifier "brand", or this class of people! ", or this class, or this article exposes the seven interlocking money traps, two "brands" at the same time to start the "operation".
The result of the "operation" is, of course, another N Xiamen agents paid tuition for nothing.
Stable quality, is to examine the water purifier manufacturing process is an important indicator; and the ability to strictly enforce the market protection policy, the agents of the team is stable, is to examine the important indicators of water purifier manufacturers. Not the author of foreign panderers, in the market protection, price control, tampering prevention and treatment, such as green tea (Australia), Whirlpool (U.S.), these foreign companies, indeed, than any of our domestic enterprises, are more serious, more in place, more solid, more detailed. Behind the huge gap, the strategic vision is like mud, business philosophy style is very different.
After more than ten years of dismal operation, the young Chinese water appliance industry, has survived the long night; more and more investors enthusiastically to join, is not a sign of the water purifier market is about to usher in the dawn? "If the sky is old, the world is the right way is the vicissitudes of life", the rat's eye, quick success and quick profits of the money trick, can only succeed in a moment; integrity management, good treatment of investors, can **** Dien industry evergreen.
After all, out of the mix, sooner or later is to return.
After all, it is necessary to return sooner or later.