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提到淡季营销,大家耳熟能详的是一个发生在海尔的故事:洗衣机到夏天销量非常小,一般厂家到这时就减产。当时海尔根据市场分析,不是用户在夏天不需要洗衣机,而是当时一般都是5公斤的洗衣机,到夏天可能一次就洗一件衬衣,不如用手洗一洗就算了。于是海尔就开发了一款1.5公斤的小洗衣机,在中国市场上销量非常好。这就是创造市场,只有淡季的思想,没有淡季的市场。如果你认为市场是淡季的,就不可能想办法改变现状,
Mentioned off-season marketing, we all know is a story happened in Haier: the washing machine sales in the summer is very small, the average manufacturer to cut production at this time. At that time Haier according to the market analysis, not the user does not need a washing machine in the summer, but was generally 5 kilograms of washing machines, to the summer may be washed once a shirt, it is better to wash with your hands to forget it. So Haier has developed a small washing machine 1.5 kg, sales in the Chinese market is very good. This is to create the market, only the off-season thinking, there is no off-season market. If you think the market is off-season, it is impossible to find ways to change the status quo,