Cross-border e-commerce product cycle management: comprehensive marketing and operation strategies in maturity and decline periods

In the field of cross-border e-commerce, the product life cycle is divided into different stages, among which the maturity and decline stages are particularly critical. These two stages not only affect the profitability of the company, but also directly determine the market life of the product.

Marketing and operation strategies in the mature stage

Market improvement strategy

In the mature stage, market demand tends to be saturated and potential consumers decrease. Companies need to maintain and expand market share through market improvement strategies. Specific measures include:

• Find untapped markets: Through market research, discover consumer groups that have not yet been reached.
• Increase frequency of use: Encourage existing users to increase the frequency or quantity of product usage.
• Market Segmentation: Segment the market based on geographical and demographic characteristics to develop new markets.
• Competing for rival customers: Offering more attractive prices or services to attract competitors’ customers.

Product improvement strategy

Improve product features to meet different customer needs, including:

• Quality improvements: Improve product durability and reliability.
• Feature improvements: Add new specifications, materials, etc.
• Style improvements: Changes in appearance to enhance appeal.
• Additional product improvements: Provide additional services to increase competitiveness.

Marketing mix adjustment strategy

Stimulate sales by adjusting the marketing mix, such as:

• Price reduction: Use special prices, discounts and other means to enhance competitiveness.
• Advertising Innovation: Changing the format or content of an ad to attract more attention.
• Diversified promotional activities: Organize various promotional activities to attract customers.
• Broaden sales channels: Increase sales points or online channels.

In addition, in the mature stage, companies should focus on building brand image and use mature products to promote new products; control advertising costs to ensure that natural traffic and brand effects remain stable; and optimize logistics strategies to reduce costs.

Marketing and operation strategies during recession

Pricing strategy

As market demand weakens, companies can quickly clear inventory by cutting prices or setting discounts. At the same time, explore new product development and prepare for the next product cycle.

Promotion strategy

In view of the decline in sales, companies should reduce unnecessary advertising investment and instead reduce inventory losses through full discounts, discounts and other activities.

Logistics strategy

During the recession period, logistics tightening strategies should be implemented to maintain basic service levels while reducing unnecessary logistics expenditures.

In short, whether in a mature period or a declining period, cross-border e-commerce companies need to flexibly adjust their strategies to adapt to market changes, extend product life cycles, and ultimately achieve the goal of sustained profitability.