A hanger sells for a billion dollars a year. Why is all the business in China worthwhile?

It can be said that in today's new consumption era, almost all businesses in the consumer manufacturing industry have the opportunity to be completely reconstructed.

In the traditional consumer goods manufacturing industry, many people complain that business is difficult to do and think their business is "local".

However, many "local businesses" are valued at hundreds of millions, such as famous products, which have already opened 10 yuan stores abroad.

In fact, the opportunity of industrial transformation in China comes once in a blue moon, so how can we find the opportunity and seize it?

Recently, the burning cat has gone to many places. I went to Hangzhou and Shenyang and saw a group of founders whose consumption formats were very different from those in first-tier cities.

Most of them are engaged in traditional industries or consumer manufacturing, such as opening steamed stuffed bun shops, selling bread companies, selling cloth shoes, or doing traditional catering.

The first thing they did when they met me was ask a question, where are our future opportunities?

What we are doing is such a local business, neither cutting-edge high-tech like artificial intelligence nor amazing leverage like the Internet. How should we transform our business next?

This should be a very common and typical problem. On the eve of this important business change, everyone seems to be caught in a torrent of confusion.

So, Burning Cat wants to talk about my own ideas and methods.

1

How to find new business opportunities?

Anyone who feels confused has only one reason, that is, he doesn't know what to do.

Anyone who doesn't know what to do has not found a way to find new business opportunities.

All the people who complain about burning cats dislike that their business track is not good enough.

The shoe seller complained to me that the shoe market was over-supplied, limited in size and limited in mind, and this market was hopeless. He would say, if you can't even sell Belle, Daphne will close the store.

The bread seller told me that business was too difficult. A few dollars of bread has no profit at all, and business really can't go on. Should I do something else, such as investing, or going to the Internet APP, or going to the blockchain for speculation?

In short, there is no hope for the industry and no demand for consumers.

Is that really the case?

If I didn't see some new cases, I might think that the traditional consumption business of selling goods and products might not break out, but in fact, I saw another group of people in the process of hundreds of new consumption cases over a year.

Some founders can't stand the fact that the quality of milk tea used to be all flavors and additives, so the tea-making business naturally added to the products is booming.

Some founders couldn't bear to let users drink crock soup in the street, and they didn't want users to drink soup blended with monosodium glutamate again, so they made a new soup shop with a valuation of hundreds of millions a year.

Some founders couldn't bear to continue to make low-quality 9-piece 9-pack cups, and polished the products with their heart, so they made high-quality cups in 99 yuan and sold tens of millions a year.

These are small enterprises in everyone's eyes, but they are slowly growing into new big enterprises.

However, others are still complaining that business is difficult. What are the key gaps?

I think it is the value of will, or whether the motivation is positive enough.

If you just want to make money and don't want to make products for users seriously, you may know a lot about marketing and be popular for a while, but the ending may be bleak, which makes you wrong.

I have worked for 5 years and met more than 1000 founders. Those who made up their minds to do something from the beginning have basically succeeded in the future, especially in the field of brand entrepreneurship.

Most of this motivation and willingness comes from the desire to really make good products or change the bad phenomena in the industry.

Therefore, the new business opportunities in various fields must not be a thinking mode centered solely on making money, so at this point, burning cats can start a round of small summary, and what basic conditions can be met to have the thinking of discovering new business opportunities from the old business fields:

1. Are you user-oriented or cost-oriented?

Recently, I also met the founders of several traditional enterprises. Don't look at the internet thinking in your mouth. In fact, it is rooted in your bones and despises the user's thinking habits.

When it comes to the core changes, we can't change our ideas at all. We always settle accounts. This business doesn't make money at all.

This is because they are still thinking about traditional channel distribution, and they don't see that the whole marketing environment is showing the trend of socialization, differentiation, disintermediation and decentralized flow.

If you can't understand that the channel is not just the so-called touch screen, you will never understand the so-called user thinking.

Two weeks ago, the burning cat met a consumer goods entrepreneur, who was an Internet product manager. He mentioned the idea of the ultimate product of the Internet to me, which shocked me. He thinks that the core logic of reconstructing new consumer products is called stacking.

It is to reconstruct products with parametric thinking and thinking logic, disassemble a consumer product from the perspective of elements or even bits in physical information units, and then reconstruct your products in each element dimension.

Packaging is the most satisfactory extreme of users, design is the most satisfactory extreme of users, product design materials are the most satisfactory extreme of users, and marketing copy is the extreme of users. After meeting these values, we should think about product pricing.

Because the so-called price, in the new consumption era, has become the value that users think, and all prices are valuable.

So a Zhangqiu iron pot can sell at a high enough price.

A toothpaste can also greatly exceed the psychological price of the current shelves.

A cup of tea can be sold to 15 yuan to 30 yuan.

In the new era of consumption, the logic of rebuilding business must be user-centered, not cost-oriented.

2. Do you think about spiritual needs or functions?

The law of reconstructing new business opportunities in the new consumption era needs the second level of thinking, that is, to understand that after the era of excess market, all material consumption has become the demand of spiritual consumption.

Nowadays, young users, magnified by social media, are increasingly concerned about their own labels.

Consumer products no longer meet the needs of functional attributes (but basic functions must be done).

Consumer goods have actually become a need to express themselves.

I go to the online celebrity store to spend money, and I punch in the online celebrity store to express my exquisite middle-class life.

I spend money on knowledge, and I buy various courses to prove my hard work.

I get up early in various ways and punch in in various groups to show that I am very motivated.

In short, whether it is a product that consumes any substance, it is increasingly necessary to express labels and self-worth demands.

I need to show that I am different through material consumption.

If the new generation business is still talking to me about basic functions, there is a high probability that it will not work.

It is difficult for a new generation of businessmen to make a new generation of good products without understanding the cultural connotation of this era and what young people are pursuing.

3. Is brand management traffic marketing thinking or user operation thinking?

Traditional brand marketing is still pursuing traffic thinking and brand reputation.

In essence, it is still a thinking rule centered on the enterprise itself.

It is not easy for a brand to change from a traffic-centered thinking dimension to a user-centered thinking dimension.

Traffic can't stay, only conversion.

But users can stay, so the value of community commerce and content e-commerce will increase.

The user-centered business model is the brand and the community.

You are a female product, can you naturally precipitate the female user group? Are you a brand of automobile products? Do you have the thinking of being a car community?

Therefore, any product brand is ultimately corresponding to the crowd. With the crowd and users, the brand has great commercial value.

In the era of brand management, the relationship between users is one-dimensional. There is only a single relationship between brands and users.

In the era of operating users, users are multi-dimensional, and users can have connectivity and multi-dimensional trust relationships.

The stronger the trust relationship, the more dependent it is on the multidimensional relationship.

Therefore, brand management users have multi-dimensional trust in brand management. But at present, most brands can't do this, and they still stay in the era of operating brands rather than operating users. After all, user operation is not the ability of every enterprise.

If the above three new thinking modes are applied to your so-called traditional business thinking, you will find new business opportunities.

2

Seven rules for returning to your old job

With the above three kinds of bottom thinking, it is only the beginning of restructuring your business, and you need to know more specific methods and cases, so burning cats will tell you seven effective restructuring rules.

1. scene depth transformation rules

Everyone should be impressed by a company that has risen in depth in recent years. This company is called a famous brand product. There have been thousands of articles about it.

For example, how the boss opened a shop in 10 yuan abroad, so I won't tell you the inspirational story behind it.

In fact, there are the same 10 yuan stores all over the street, and the 10 yuan stores owned by famous shops have also been popular all over the country.

Why are famous products so popular?

In the past, street shops were not popular because the user's consumption scene changed, and now users are popular in shopping centers for one-stop consumption.

So the business of 10 yuan store is still the business of that 10 yuan store.

However, when 10 yuan's store business moved to the shopping center, it became a brand-new business.

When the scene changes, the business model changes, and the old and new business models change.

Today's thinking theme of industry and industrial commerce is reconstruction, not subversion.

Subversion is no longer applicable to the new commercial civilization, but reconstruction is, and reconstruction is standing on the shoulders of giants.

Through this law, many new business opportunities after the scene changes can be further derived.

In the past, popcorn may only be sold in cinema scenes, but today it can appear in new scenes of supermarkets.

In the past, steak could only be eaten in western restaurants, but now it can be turned into freshly fried steak in the lobby of shopping centers.

Convenience stores used to open on the roadside and street, but now they drive directly into the office.

These are the scene reconstruction of traditional business, and the kernel has not changed substantially, but the scene has changed and become a new business opportunity.

So, try to see if your sales scene has changed and whether your business has turned into new business opportunities.

2. Low-dimensional advanced high-dimensional rules

There are many small businesses in China that have not been discovered before.

Recently, the burning cat found many such companies, such as a company that praised his wife for selling clothes hangers.

The listing of this company brought me a great shock.

If one day, you graduate from a famous university in 2 1 1/985, and your parents say you want to open a clothes rack factory, will your mind suddenly collapse?

What kind of business is this? Just like asking me to sell tea eggs.

However, some people have done it silently in this field and have also become listed companies.

But this is not the key, the key is how to break through in a seemingly unskilled market like the Red Sea.

The core is that when you face an opponent or a small workshop, you should use industrial civilization to harvest the commercial latitude of agricultural civilization.

Therefore, the first company in catering to establish a central kitchen and standardize it is Industrial Civilization Company.

It is a higher-dimensional company that establishes standardized and personalized brands.

If the company can further form a mental monopoly in the segmentation field, it is a higher-dimensional company.

Therefore, it will be a high dimension to give priority to industrial scale production and large-scale distribution in areas like Good Wife.

If anyone starts the brand strategy first, it may be a new dimension.

In fact, there are still many business opportunities in China, still in the era of agricultural civilization. Whoever enters the industrial civilization first, you are already strong. If it enters the industrial scale again, it will be another peak of commercial civilization.

Anyone who has played civilized games knows that whoever gives priority to building an industrial system higher than competitors will have moats and barriers.

There are such opportunities for old and new conversion in many fields of consumer goods track.

3. The law of platform dividend migration

The burning cat likes reading history and reliving the past.

After reading the history of mankind for thousands of years, I borrow the opening words of the book Romance of the Three Kingdoms, that is, long-term separation must be combined, and long-term separation must be divided.

In the process of every wave of great power rise, a new world power will be born.

It will also be interesting to observe the channel transformation of consumer goods in China today from a historical perspective. Some people can seize this opportunity to switch between old and new channels almost every time.

Burning cat has a good friend, who was born selling cups. At first, he started by selling 9.9 yuan's cups. It was the first wave of bonus for X Bao.

When the X-Bao bonus was no longer there, he was keenly aware of the content e-commerce bonus, so he went all out and fiercely entered the new channel.

Now that social e-commerce has risen, it is making every effort to sprint the traffic dividend of social e-commerce.

But if you just move here completely and don't make changes, your business can't be called new business.

Not only does he change with the platform, but more importantly, every time the platform changes, he adapts to the platform to improve the products, so that the products can gradually adapt to the new needs of the current channels.

This is also the reconstruction of new business opportunities.

So business is still that business, but it is very important to constantly change your business model by taking advantage of the changes in channel dividends.

4. Law of product conflict

At the beginning of the year, I had an in-depth exchange with Ye Maozhong, an old-timer in the marketing field. Teacher Ye believes that the essence of marketing is to find contradictions.

Burning Cat believes that turning old business into new business and restructuring business is also the contradiction between finding old products and new users.

In the past, users also wanted to drink milk tea, but the unhealthy and harmful nature of milk tea was an important point that led to the decline of milk tea shops in the past.

Xicha and Naixue's tea reconstructed the products and met the needs of new users.

The process of refactoring is to find the conflict point between the old model and the new user.

With this rule, many new cases can be deduced.

In the past, the biggest problem with glasses was that they were considered profiteering and not fashionable enough.

There will be brands like Yinmi to solve the problem and deliver it to new consumers. So from the perspective of your industry, look at the new users in your industry and find the conflict point.

Think about it this way, there are too many areas of business restructuring, and many traditional industries are facing such problems.

5. Law of technological change

Last year, there was an explosion of an online celebrity product called Fever Hotpot, which is actually a typical field of transforming traditional commerce with new technology.

If the heating technology has not changed, it is difficult for users to eat instant hot pot.

There wouldn't be such an online celebrity product.

Let's talk about Zhou Heiya and Zhou Heiya, which I have been talking about. From a regional brand, we can expand the national brand. There is a technology that cannot be ignored.

That is the emergence of the famous technology of locking fresh clothes. Without preservation technology, there will be no convenience for cross-regional expansion and scene diversification.

Therefore, a key technology is sometimes a huge boost to an industry.

Therefore, you must see if there are any new technologies to promote the business development in your field.

Is your enterprise suitable for the improvement of productivity by technology?

6. Cross-border combination rules

Naixue's tea has a deep connection with this law. In the early days, it relied on the cross-border of tea and baking to improve efficiency and increase the connectivity of users.

Through cross-border combination, two products that didn't seem so related in the past were combined to form the reconstruction of new business.

Bookstores are traditional businesses, even ancient businesses.

But combining bookstores with coffee can be transformed into a new business format.

Supermarket is an ancient industry, but combining catering with supermarket is a brand-new industry.

In the future, will new business models be born in various formats of mixed bookstore+milk tea, bookstore+gym?

Cross-border combination is like the combination of civilized species, which can complete the reconstruction of two genes and civilization, so I don't want to simply understand it as the collocation of two modes, but the hybridization of two formats.

7. Low frequency to high frequency rule

The last rule of reconstructing traditional services into new services is the low-frequency to high-frequency service rule.

For example, glasses are a low-frequency business rule, and a person may change glasses only once a year or two.

How to turn low frequency service into high frequency?

Develop glasses that serve the surroundings, or let users know how many pairs of glasses they need in their lives by instilling an idea.

These will allow users to realize consumption from low frequency to high frequency.

If your industry is a low-frequency industry, lowering the price or diversifying the consumption scene is the solution.

three

Which industries are suitable for redoing?

In fact, there is the simplest way to judge, the market is big, but the industry is scattered; The market is disorderly and there is no leading industry. The market is at a very low level.

Going back to what I said at the beginning, it's not that business is harder to do now, but that your business is harder to do.

Today's China is still full of opportunities, all kinds of old and new thinking, the conversion of old and new kinetic energy, and a golden opportunity for industrial transformation.

Try to verify your industry with the seven rules I mentioned, and you will have a brand-new thinking.

There will be opportunities and opportunities at any time and in any era.

Whether you can catch it or not depends largely on your thinking, thinking and behavior, as well as your willingness to innovate in business.

And change is often the most painful and difficult.