1. Operational strategy in the mature stage
1. Pricing strategy
In the mature stage, the strategic goal of the enterprise is to build a brand and extend the product life cycle with the product brand. When the product sales are already very stable, the ranking, traffic, star rating, sales and other indicators are very good, or the data from all aspects show that the product is a hot product, then the product represents the brand image and store positioning more. The enterprise should control product pricing and advertising costs to ensure product sales, stabilize product rankings, and continuously improve and update products, so as to establish an exit mechanism for the subsequent recession period. At this time, the enterprise can use mature products to promote new products. First, it can bind and share traffic with mature products; second, it can shoot “unboxing videos” and upload them to the associated video positions of mature products for drainage, and try to penetrate into the associated positions of each mature product link. For example: pet water dispensers under the pet supplies category are upgraded from traditional water dispensers to fountain-type automatic water dispensers.
2. Promotion strategy
In the mature stage, enterprises need to focus on the profit margin of products. At this stage, the exposure of listings has reached its peak, and advertising investment can be reduced. Many hot products can rely on natural traffic and brand effects to maintain the traffic and conversion rate at this stage in a stable state, so it is difficult to have further growth space. Therefore, it is necessary to control the advertising budget, accurately place advertisements, and constantly adjust according to market changes, and use in-site advertisements and flash sales to create related traffic.
3. Logistics strategy
In the mature stage, market demand tends to be saturated, product marginal profits decrease, and potential demand uncertainty decreases. Due to stable product demand, the demand volume of each sales outlet and the shipment volume of the distribution center can be controlled. At this stage, enterprises can set up large distribution centers to cover all sales networks and improve modern value-added logistics services; they can also use third-party logistics companies to reduce logistics costs, and they can also choose specialized services provided by specialized logistics companies.
2. Operational strategies in the recession period
1. Pricing strategy
In the recession period, market demand will gradually weaken and consumer loyalty will also decline. Therefore, in addition to price cuts, discounts can also be set to quickly clear inventory during this period; at this stage, sellers should start looking for new hot-selling products on the market for development to prepare for the next round of operations. At this time, no new functions can be improved or developed. The sales of products are basically monopolized by the top sellers. It is difficult for new sellers to compete with these sellers in terms of product strength. For example: if sellers choose mature pet products, it is difficult to make a profit.
2. Promotion strategy
During the recession, if sales and profits drop significantly, there is no need to continue to push this product; if there is still inventory, it can be sold through full reduction, discounts, free shipping, combination, etc., to minimize inventory.
3. Logistics strategy
During the recession, in order to cooperate with the overall marketing strategy, companies should adopt a logistics austerity strategy, maintain basic logistics services, and reduce logistics expenses.