La dinámica promocionera es una tendencia infernal en la que hemos caído absolutamente todos. El dichoso calendario (editorial, promocional) dicta nuestras vidas y no nos deja respirar. Pasado el Once del Once, toca Black Friday, Doce del Doce, Navidades y, cuando nos queremos dar cuenta, ya estamos en el Año Nuevo Chino.
¿Por qué? ¿Por qué seguimos enganchados en esta locura? Pues un poco bastante por inercia. Nos hemos obligado a participar en el mercado y se nos ha contado que participar, que estar vivos, es entrar en esta dinámica promocionera. También porque, efectivamente, no es que esta locura sea infundada y falsa.
Está claro que en las grandes promociones se vende muchísimo, porque entre otras cosas se estructura la interacción con el consumidor de modo que se acumulen compras, tensión, “momentum” en ese clímax transaccional que es la promoción. En el fondo, y si lo pensáis, no es difícil formatear las transacciones con pre-reservas y mucho calentamiento de modo que se acumule mucha oferta y demanda en un punto y bajo un “epígrafe”. Tal acumulación puede ser meramente cosmética, testimonial, circunstancial, instrumental… pero puede darse. Basta con atribuir todas las ventas de X periodo a una promoción logrando un diente de sierra en la gráfica de ventas.
Por tanto, no se trata tanto de negar la mayor, si no, más bien, de intentar ver qué es razonable hacer y cómo durante las fiestas y también fuera de las promociones para lograr maximizar el global del año. De lo contrario, acabaremos trabajando aún más para el logístico, para la plataforma de ecommerce, y para la celebridad que nos incluye en su teletienda o livestreaming.
Nosotros aquí vamos a referirnos más bien a la empresa mediana o grande española que está en China para ganar dinero y vende online hacia el consumidor chino o apoya a su distribuidor o TP en sus ventas. ¿Cómo jugamos a esto sin dejarnos los dientes en el impacto? Estas serían algunas de las ideas con las que desde 2 Open propondríamos trabajar de cara a afrontar promociones:
PRIMERO. Enfoquémonos al envoltorio, imagen y a lo simbólico.
Tanto o más que al descuento y ventaja concretos ofrecidos. Está claro que a la plataforma normalmente le interesa que entremos en descuentos ultra agresivos. Y si vendemos a pérdida: mejor. Pero si intentamos gráficamente participar de la promoción de un modo más agresivo, seguramente podremos participar algo menos a nivel de descuentos y se notará menos. Por tanto, primemos la participación gráfica y simbólica sobre los descuentos ultra agresivos en precio.
SEGUNDO. No caigamos en la mentira del tiempo real.
El “live streaming” se está instalando en el imaginario colectivo. Pero si algo tiene la venta online y el mundo actual es que no necesitamos coincidir en el espacio-tiempo. La asincronía añade valor, máxime cuando no puedes ser el más grande y ubicuo en un mercado. Y la pyme española no será la más grande y ubicua. Entrar en la guerra por la audiencia en tiempo real es una batalla perdida si no eres el macho alfa de la batalla. Sencillamente, no podemos ir a pelear batallas que ni por asomo podamos ganar.
Lo que sí podemos hacer es streamings y contenidos utilizables posteriormente a lo largo de redes sociales y páginas de producto, mostrando que la marca está viva en el mercado.
TERCERO. China es un mercado de largo plazo y una carrera de fondo.
Está bien tratar de pasar dignamente por las metas volantes. E incluso esprintar si podemos en algún puerto de montaña. Pero como no lleguemos a la meta de cada etapa, o a la última jornada del Tour sobre la bicicleta, no servirá para nada todo esfuerzo inicial y espasmódico. Por tanto, a la hora de analizar las ventas y la situación del negocio, miremos a los fundamentales y las tendencias de base, no a los picos y valles. Es decir, analicemos el negocio de manera estructural y con algún tipo de medio plazo.
CUARTO. Nademos contracorriente.
En los periodos promocionales se da una acumulación bestial de oferta y demanda. Pero ¿sabes que en muchas categorías de productos a lo mejor el 90 o 95% de ellos no se vende ni una sola vez? Hay muchísima más oferta que demanda. Muchísima más.
Por ejemplo, en pantalones vaqueros femeninos podemos ver que tenemos 300 mil clics en el lado de la demanda y 1,2 millones de productos listados por el lado de la oferta.
¿Qué significa esto? Que cómo mínimo el 75% de los vaqueros no tendrán ni tan siquiera una vista en este formato publicitario: SEM. Pero además como sabemos que la curva es algo o bastante exponencial o logarítmica… no serán el 75% sino seguramente el 85% o incluso 95% de los listados los que no obtendrán una sola visita.
El dato concreto es irrelevante, lo importante es el concepto, la inmensa mayoría de los listados no obtendrán una sola visita.
Por eso, nadar contracorriente, es nadar un poco contra el mensaje que empujan las plataformas con su inmenso poder, y compran telediarios y medios. Posiblemente para muchas marcas, el momento ideal para lanzar alguna promoción es precisamente cuando no hay una promoción oficial y generalizada de la plataforma. Sobre todo, cuando eres pequeño un punto de excentricidad en la ejecución puede resultar rentable.
QUINTO. No presionemos a nuestro equipo con las promociones
En nuestra distancia e ignorancia del mercado, los dueños de marcas y empresas, desde España, esperamos que nuestro equipo nos sorprenda con grandes promociones durante el once del once, las navidades o lo que sea. Con estas expectativas, en realidad estamos presionando y desviando a nuestro equipo, distrayéndolo de lo fundamental: lo que queremos es ganar dinero.
Al sesgar de esta forma el trabajo, estamos condicionando al equipo en vez de pedirles a ellos que nos digan cómo habríamos de defender la marca en el mercado.
Visto en la distancia, sólo nos suenan del Tour de Francia el Tourmalet y el El Alpe d’Huez. Cuando sólo sabemos que en China hay el once del once, lo que estamos subrayando es todo lo que ignoramos: todo lo demás. Te estás olvidando que tu equipo es chino, que les pagas tú y que eres su jefe. ¿Qué te van a responder? “Sí, sí, hemos de atacar en el Tourmalet”. ¡Error!
Déjales trabajar, por favor, y dales tiempo, no les atosigues. Aunque sabemos que tiempo es lo que menos tenemos en general.
SEXTO. Pensemos un poco B2B.
Pero por B2B ahora lo que te estoy queriendo decir es “back to basics” o en español: tener los pies en el suelo. Olvidémonos de las grandes tendencias y del macro, nos hace mucho daño como pyme y mete mucho ruido en el análisis. A nivel macro oirás que se habla de grandes KOLs (infuencers), celebridades, de omnicanalidad, de inteligencia artificial para controlar los datos. De rollos macabeos varios y todo lo que necesitamos es lograr vender lo máximo de la forma más digna que podamos. Hemos de orientarnos a retornos de inversión y rentabilidad, sin olvidar tampoco que el volumen va a ser un absoluto determinante de tales cifras, más aún en China.
Por tanto, necesitaremos lograr masa crítica, es decir, volumen y, por otro lado, ir llegando a un retorno positivo de la inversión. Y esto, no lo olvidemos, son dos objetivos en principio contradictorios ya que subir en volumen nos obliga a un periodo de retornos de inversión negativos.
En cualquier caso, “back to basics” consiste en olvidarse del ruido mediático y de lo que funciona (o dicen que funciona) líderes mundiales y las propias plataformas. Esas grandes fórmulas es posible que les funcionen a ellos, pero casi con total seguridad no son fórmulas exportables a empresas sin masa crítica y/o en sus inicios y relativamente desconocidas en el mercado. Por tanto, saber que lo que hace una gran marca puede sernos útil pero no debería desviarnos.
SÉPTIMO. Analicemos los resultados del once del once.
Para mejorar futuras campañas y la estrategia en general de la empresa. ¿Hemos de revisar precios? ¿Hemos de cambiar posicionamiento? ¿Qué hemos de mejorar? Pero hablamos a nivel estructural, no coyuntural.
OCTAVO. Limitemos el grado de perfeccionismo.
Esto genera una gran ansiedad a la empresa española y lo sé. En China el mercado va a toda velocidad, se trabaja de un modo rapidísimo y todo es muy efímero. Para bien y para mal. Aciertos y errores, si no son gravísimos, pasan todos muy rápido. Procesos de aprobación de acciones demasiado rígidos y controladores pueden acabar destrozando la creatividad del equipo cuando hay que hacer justo lo contrario: empujar hacia abajo la toma de decisiones.
NOVENO. Tengamos claro la misión, visión, valores de la marca.
Para empujar hacia abajo la toma de decisiones, formalicemos en lo posible estos elementos. Y formemos al equipo para que ellos puedan avanzar a mayor velocidad.
En nuestra experiencia, vemos que a muchas empresas les da pereza porque lo ven como algo obvio y sobreentienden que todo el mundo sabrá de qué va la marca. Pero no es así, para empoderar al equipo chino habremos de darles las herramientas que nos permitan hacerlo, y esta: la formación clara y también la motivación, es tan herramienta como el pagarles un salario.
DÉCIMO. Y conectado con lo anterior: cuida a tu equipo.
En definitiva, la locura promocional hemos de ponerla en contexto y no podemos caer en que los árboles no nos dejen ver el bosque en el mercado chino. Una promoción, un once del once, no es un órdago. Y si lo es, el problema era previo a esa promoción e independiente del resultado logrado en la misma.
Las promociones están aquí para quedarse y habremos de llevar a cabo decenas, cientos, miles de promociones en el resto de nuestra vida mientras sigamos vendiendo online.
Ánimo y suerte con tu proyecto empresarial sea o no en China. Y si es China, ¡ya sabes dónde encontrarnos! INFO@2OPEN.BIZ
Imágenes: Alizila y Baozun.
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