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　　The inability to sell products on shelves is a problem faced by many enterprises, so what are the reasons that lead to these problems? We can only achieve targeted treatment by finding the cause.

　　1 Product reasons

　　1. Wrong product selection

　　The regional characteristics of products in the market are becoming increasingly evident, and markets in different regions require different specifications, packaging, and flavors. Even for flavors with the same name, the requirements of different markets are not the same. However, many companies operate in different regional markets without realizing the regional differences, resulting in unsold products as soon as they hit the shelves.

　　A certain instant noodle company is also very cautious in product selection in order to develop the Northeast market. The main selling specification for products in the Northeast market is 30 packaging, but in order to quickly launch the market, the company has decided to promote 24 packaging that differs from the specifications of its competitors, in order to implement a differentiation strategy and achieve product differentiation. However, after the launch of the 24 pack product, the result was quite disappointing. Except for a few markets with certain sales, the company's original idea of using this specification as the main selling variety was completely unsuccessful. Moreover, in order to deal with the inventory left in the hands of customers and the products that were stuck in the market, the company had to allocate special expenses for processing. Later, the company had to change its decision to use the 30 pack product to operate the market and achieve extraordinary performance.

　　2. The product concept is too advanced or the launch time is not well controlled

　　It is entirely correct to achieve significant breakthroughs in the market by grasping the potential demand of the market and developing products in a targeted manner. However, if the product concept is too advanced, it can lead to an awkward situation where the product is placed on the shelf but cannot be sold after it is launched.

　　A certain laundry detergent company, under the pressure of thin profits from ordinary laundry detergent, decided to launch sterilized laundry detergent through research on foreign laundry detergent products. However, due to the fact that this type of laundry detergent is not accepted and recognized by domestic consumers, there is a situation where the product is placed on the shelves but cannot be sold after it is launched. In addition, the company does not have more funds and strength to promote this concept of product, so it has to declare that the product has come to an end. However, the arrival of SARS caused Chinese people to suddenly develop an interest in this concept of products due to health concerns. Therefore, laundry detergent companies such as Libai seized this opportunity and quickly brought this concept product to the market and became very popular.

　　3. Product aging

　　Product aging means that the product's lifecycle has entered a period of decline, but if a company is not aware of this issue and continues to increase efforts to sell such products, it will lead to a situation where the product is placed on the shelf but cannot be sold.

　　4. The product has entered a period of extinction

　　Social changes and the rapid advancement of science and technology can lead to certain products disappearing on their own. It is not surprising if such products are still on the shelves and cannot be sold. For example, in the past few years, pagers still had a place in the communication market in China, but now with the popularity of mobile phones, pagers have lost their market. If stores still put pagers on shelves, no one would be surprised.

　　5. Products developed behind closed doors

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