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The sweep of the domestic market what is the meaning of

Question 1: In the era of Internet resources and big data sweeping the market, how to realize the rapid transformation of traditional enterprises In fact, traditional enterprises have the advantages of traditional enterprises, for traditional enterprises, the rapid transformation, rather than to adapt to changes in the environment after the changes in user habits and preferences, and to learn to integrate with the Internet, to accept some of the Internet's advanced technology and marketing techniques for their own use, for example, big data. Big data, big data for many traditional enterprises, which is still only the concept, but in fact, big data can bring a lot of convenience to the enterprise, such as the use of big data to better understand the preferences of the target audience, improve the product or development of new products to provide a scientific basis for the analysis of competing products in a more timely and comprehensive, and so on, in many ways, big data advanced technology processing methods and thinking can serve a lot of enterprises. Like Shenzhen has a business was originally a traditional marketing services business, and octopus collection of big data collection technology combined, can be very good for precision marketing, user segmentation, behavioral preferences, attributes can be more comprehensive analysis

Question 2: the market many toothpaste contains fluoride, there is a fluoride-free, natural a little bit of toothpaste to tell the Fruit of the imagination Yisu Shield toothpaste, a lot of certification in Korea, does not contain fluoride, natural a little bit of toothpaste to tell the Fruit of the imagination Yisu Shield toothpaste, a lot of certifications in Korea, does not contain fluoride. In Korea, many certified, fluoride-free, simply can sweep the domestic toothpaste market.

Question 3: How to utilize the company's resources Simply put, corporate resources include capital, technology, manpower, equipment, trademarks, business and brand influence, sales network and so on. Resource strategy is the commander in chief of all business activities, business strategy and marketing strategy must be based on resource strategy. Because of the lack of resources in small and medium-sized enterprises, the effective use of resources is more important than large enterprises.

Concentrate on one or two regions

SMEs have limited resources, rather than in many markets on the dragonfly, rather than in a limited market to gain advantage.

Anhui a liquor factory, the original national marketing annual sales of only more than 10 million yuan, I found that although the enterprise's market throughout the country, but very decentralized, which leads to high marketing costs, and the quality of the market is not high. After the author's advice, the enterprise made adjustments: centered on the factory, the market within a radius of 500 kilometers for intensive development. A year later, its performance in one province exceeded 30 million yuan, while the unit sales costs instead of declining.

One to two specialty products to establish an advantage

Differentiated market positioning is more suitable for small and medium-sized enterprises. For example, Hebei ballad dairy is the use of differentiated positioning and success of the enterprise. Ballad into the dairy industry, the market has been a crowd, Sanyuan, Bright, Yili, Mengniu and other big brands sweeping the domestic market, the local dairy enterprises and the formation of cut-throat situation. In this case, the ballad of the countryside to develop a market strategy specializing in hotel dairy products, avoiding the front battlefield of the bloodbath, also gained notable sales results.

The ballad to limited resources into specific channels to effectively avoid competition, for the enterprise to create a good space for survival and development. The opposite example is that a food production enterprises in Shandong, its products include porridge, beverages, milk powder, juice and other nearly 10 categories, but sales of only more than 30 million yuan, and its products in any category in the side of the edge of no advantage, the enterprise has become a dealer's workshop, a little bigger dealers on the business dictates, the long-term development of the enterprise is in serious crisis.

Small and medium-sized enterprises should consider the difference or segmentation of the market positioning, not greedy, seek comprehensive. With very weak resources, too large and comprehensive market positioning may lead to the loss of business opportunities and competitive advantages.

How to compete

Small and medium-sized enterprises must avoid and strong enterprises in a positive, direct conflict, and should focus on avoiding the actual fight.

Do not fight the war of resource consumption

There was a winery (hereinafter referred to as A winery), the glory days of sales of 150 million yuan, down to annual sales of 30 million yuan. Competitor B winery annual sales of 200 million yuan, occupying an absolute market monopoly, A winery sales are not even as much as the profit of B winery. A winery's product line is seriously broken, 80% of the sales volume is concentrated in a high-end and a low-end products, and the low-end of the main product is not profitable. In the high-end market, the market share of Distillery B's products was as high as 90%. In order to see quick results, Distillery A focused on competing with its competitors for high-end hotels in the primary market, and although the start-up strategy was very successful, the company was unsustainable after only six months. The company's own blood loss is too much, and did not shake the market position of the B winery.

The author believes that the first-line market is directly operated by the B manufacturers, its market management, maintenance and other marketing force to implement the relative in place; and A manufacturers compared to the B manufacturers, A manufacturers are clearly at a disadvantage; second and third-line market are dealers operating, and A winery with a B winery dealers compared to its advantages are obvious. The brand loyalty of consumers of first-tier products is very high, and the conversion cost is too high. Compared to the second and third tier markets, consumer conversion costs are low. First-tier products must be operated in a local class of hotels, and the entry cost of a class of hotels is very high, and the cost of promotion is also very high; the barriers to hotels in second- and third-tier markets are very small, and promotion is relatively easy to do. As the first-line market B wineries as the core position, as long as the slightest attack, will incur fierce market counterattack. The second and third tier markets are dealers in the operation, B wineries will not pay too much attention to dealers, each in their own way, it is difficult to form a unified counterattack strategy.

The author suggests that it give up the fight for the first-tier market, 70% of the resources to expand the second and third-tier markets. After the adjustment, the market turned around, six months after the profit, and sales continued to rise, a year later sales have rebounded to 60 million yuan.

SMEs in the market may not have to fight for the first, sometimes to be willing to do the second and third. As long as you can establish a core competitive advantage, the market position is solid, and why not?

Point development market

Some small and medium-sized enterprises are seeking all the big, like all of a sudden ...... >>

Question 4: Think of when Samsung's 943N series of monitors, sweeping the monitor market, now 943N retired Samsung has no similar monitor ah Now Samsung launched a Samsung S19A100N monitor, this monitor and the status of the 943N is the same, the cost-effective ultra-cheap, super cheap, and also on the 730 yuan or so it.

Adoption Oh

Question 5: How to achieve the effective use of corporate resources Simply put, corporate resources include capital, technology, manpower, equipment, trademarks, corporate and brand influence, sales network and so on. Resource strategy is the commander of all business activities, business strategy and marketing strategy must be based on the development of resource strategy. Because of the lack of resources in small and medium-sized enterprises, the effective use of resources is more important than large enterprises.