The good news is that the third quarter of 2010, China's GDP and then over to Japan, the second consecutive quarter as the world's second largest economy; and the accompanying bad news, in November China's consumer price index over the same month last year rose 5.1%, with food prices rose 11.7%.
entangled in many mixed in 2011 ushered in the Chinese market. Clearly, the rise in total economic output, and can not represent the quality of the Chinese economy,
Gucci Jewellery, has not changed the status of the Chinese people's livelihood. On the contrary, the threat of high inflation is the growth of enterprises overdraft power and consumer confidence.
Review 2010, we see the new consumer class is emerging, rational consumption started to return, high-end and mass market is ushering in two joint development opportunities; more and more enterprises begin to learn insight into his own characteristics at the industry, companies continue to adjust the configuration of strategic resources, building the core growth engine is its own; the pattern of innovation in different industries, different stages of growth companies in emerging capital for this purpose bored; to the competition, China Enterprise boldly innovative ideas in practice category; At the same time, mergers and acquisitions showing a cross and diversity in the pattern of mergers and acquisitions, changes of the industry is changing the concept of corporate marketing.
about to usher in the Chinese market under a China's industrial enterprises to face the new upgrade for the transfer and consumer marketing strategies in transition, the marketing model innovation, category segmentation break through? How to better respond to market trends of industry consolidation? Hope that readers can benefit from the project.
Trend 1: Multiple highlights
consumption in the financial crisis,
Louis Vuitton Jewellery, high prices, food safety and other issues under the growth rate of China's total retail sales of social consumer goods reached a peak in 2008, fell sharply after . At this point, the Chinese consumer class consumption trend highlights the diverse, high-end consumer products gradually to the second and third tier markets down, the mass consumer market is a rational return means the rise of the new birth. How should dig deeper into the high-end enterprise market potential? How to mass-market success in the future?
rational consumption of high inflation back under the new century
10 years since reform and opening up in China's history is bound to be an extraordinary 10 years. After the Beijing Olympics, China's economic development has reached a record high third quarter of 2010, China's GDP and then over to Japan, the second consecutive quarter as the world's second largest economy. Data show that, if only the use of purchasing power parity terms, may not need to wait until 2020, the total GDP of China will overtake the U.S. as the world. However, properly handle China's rapid economic growth caused by many international and domestic issues, the road was not smooth.
As the financial crisis, high prices, food security, and other factors make it all the way down consumer confidence, retail sales growth in 2008, fell sharply after the peak. The high inflation in 2010 is no doubt exacerbated by the expected decline in consumer confidence and business survival difficult, although this seems difficult for some companies is not obvious.
under high inflation and consumer corporate eco ecological ecology
business: confidence conceal behind the is difficult to survive. The data show that in 2009, 500 private enterprises in China to achieve a net profit of 217.952 billion yuan total, but this figure is less than 2009, China Mobile and China Petroleum and net profit of both companies, Apple's market value is only 1 / 7 . Top 500 private enterprises in the back, there are tens of thousands of SMEs in the survival of struggling. They have not been laid down out of the shadow of the financial crisis, but also suffered great pressure of rising raw materials,
Coach Outlet US, while the end product prices are almost hard to share the benefits; even worse, their survival in the township in addition to domestic market strong competition from foreign enterprises, foreign multinationals are getting closer.
for large enterprises, though their living conditions are still good, but with the rising prices of raw materials, the face of multinational competition remains high. A typical example is the , prices of local brands not the case. The current situation is that local brands are foreign brands stick forward three or four markets sink.
consumption Ecology: Some happy, some unhappy
For consumers, the most affected than the (and father inherited wealth They are distributed in all sectors of society, has been the main force of the consumer. They are the market economy and the beneficiaries of the commodity economy is most vulnerable to a market economy
their common identity is Thus high inflation are not the same effect on them, financially strong affluent almost unaffected, while the working-class under the pressure of high housing prices have belt-tightening, and the the pressure has been put back a lot of farmers back to their place to live.
the living conditions of these different groups, with Chinese characteristics constitute a
new consumer class and consumer groups return to the rational
1:
emerging affluent consumer trends emerging affluent class began the pursuit of .
this class of new economic elite to the young and the The most prominent feature of their young and relatively high educational level to
this group showed such characteristics: they are the current China's huge market and high-end luxury consumption of the main commodities markets, but also the trend of the guide. The difference is that their parents, due to the higher education level, they are no longer by consumer brands to Sinomonitor a new rich survey confirmed this, in their research, the new rich are not spending BMW, Mercedes, Audi, 56.9% are equipped with high-end bottled water, such as Evian, Watson. 93.6% of the new rich family, standing high-end milk, Deluxe, Golden, gifted and Canada, with 90.8% of people with high-end TV. In addition, this part of the group is also spending most of the custom consumer, such as custom home, private medical and health care.
the other hand, because of their well-informed, compared to fathers who are more rational consumption. As the financial strength of their consumption of high inflation does not materially affect the contrary, many of them are beneficiaries of the economic environment changes.
group 2: white-collar and white-collar wage earners and salaried
consumption, starting from the pursuit of the brand to the pursuit of
represented urban working-class white-collar workers, is undoubtedly the leading consumer groups in society today, their nexus in the whole society, is a leader in the mass consumer trends. Most of them have mortgages, life stress, so disposable income affected by the economic situation of the most significant consumer most likely to fluctuate.
one hand, most white-collar workers is a major consumer of luxury goods group; the other hand, they are new farmers and grass-roots, as in daily life is very concerned about the price. However, the difference is with the affluent, luxury consumer is not the normal daily consumption of white-collar workers who, more often only the release of pressure, or implied by the pursuit of the ideal life. In general, the true value of their products (product features, type and cost) to overtake the pursuit of the pursuit of the brand. Some categories of products also changed, such as hair care products launched a commitment to prevent vendors split ends, dandruff, hair loss products, making the top five brands in the market share from 58% in 2001 down to 46% in 2008 .
inflation situation, salary earners is undoubtedly the
group 3: The new farmers
to the new generation of migrant workers represented by the new farmers are currently the largest diversified groups in the consumer society, is the new trend of consumption in rural areas of the guide, who is the interface between urban and rural consumption. The reason that they are new farmers, and their parents because compared to most of them have more than junior high school education, work experience or a majority of the City working for a living in the city (see Figure 4), on the Internet, cell phones and other popular no stranger to things that most people yearn for city life comparison. Price is the key point of their consumption, which goods from the rural market, the prevalence of cottage can be seen. Compared with their parents, in addition to the requirements of price, the new groups of farmers on the requirements of quality of life are slowly improving, such as they want as their phone has more features, clothing styles at least have to keep up with the trend of the city. In rural areas,
Oakley Sunglasses, newly built house basically has the function of urban housing, water heaters, running water and flush toilets, new stove and stove so readily available, but in rural areas is relatively more energy-efficient solar water heater, and stove brand has a lot of clutter.
They are a large and vulnerable groups. High prices and high prices for their consumption, depression, nearly two years from the shortage of migrant workers around the coast is easy to see. However, part of the youth living in rural areas for home buyers because of its less pressure, and some basic self-sufficient, the macroeconomic impact of consumption by urban wage earners but not so great.
the rise of the mass market by analyzing the current reality of the different effects of several consumer groups, we can see, despite the obvious differences, but the consumption of One of the most common key to the pursuit of goods through the brand behind the real value. Europe, the United States and Japan all of the big consumer trends also reflect this more cost-effective retail own brands in these areas are high percentage.
In fact, such a rational consumer should not only continue for some time, and in the next 10 years will be maintained. Because the consumer is not rational due to the year 2010, but because of the financial crisis the past two years, a series of inflation and high prices, and other factors to stimulate. In addition, drivers in the network and e-commerce, consumers have more participation and right to know the value of the goods have more understanding of composition, but also more rational consumption of the fundamental factors.
rational consumption growth does not mean shrinking the contrary, it means that the rise of the mass market. On the one hand, the mass market also is release, will be the main force of the future domestic demand, especially new farmers. On the other hand, with the majority of the awakening of reason, the quality of life of its own needs and concerns, as China's economic growth momentum transfer to the central government attention on the growing wealth gap, the mass market is bound to usher in greater growth opportunities.
According to UN reports,
Manolo Blahnik Shoes, at least in the next 10 years, China will have nearly 15 million a year poured into the city the rural population, some of whom will eventually become a mass market of consumers. According to this rate, by 2015, 1.5 million people are expected to join the ranks of urban consumers,
Prada Shoulder Bags, which is equivalent to Russia's current population. By then, the main battlefield of competition in domestic and foreign enterprises from developed areas will be gradually transferred to the less developed regions, from large cities to the countryside.
the Enterprises under the high inflation
the context of high inflation in the face of gradually return to rational consumption, mass-market status and trends of a rising power, face increasing cost pressures, like in to survive in the new round of competition and the development of the enterprise, they must re-examine in the industry, strategic thinking and strategic re-positioning to get more room for growth. At the same time the need for innovative business models and operations management, a more refined marketing operations to reduce costs, improve efficiency, combating high inflation pressures, while meeting the growing mass consumer demands for cost-effective.
dig the high-end market potential
committed to high-end market for the expansion of enterprises, to major breakthroughs in the future, we must combine high-end market and consumer trends The rise of the mass market and other new trends, breaking the original luxury business ideas, the new strategic innovation.
First of all, to tap the potential of high-end consumer products.
for high-end market, the future high-end consumers, the focus of attention must shift from traditional luxury to pursue the quality of life up, therefore, committed to expanding business in the high-end market should also be appropriate to the attention of the shift to high-end needs of the daily lives of people up (such as high-end fast moving consumer goods). The birth of the last two years is one such high-end supermarket in the domestic food safety situation and countless other problems, the birth of the supermarket to meet the high-end consumer groups seeking high-quality demands of everyday life, so future growth potential.
However, it should be noted that, due to the high life at the value of goods to consumers and the general is not the same luxury, so business is not the same way of thinking, is committed to providing the high life for the services enterprises should not only to capture the high-end consumers through the price, but should allow consumers to experience the real value.
Second, the mining of high-end consumer mass market potential. the rise of mass consumption
in the era of luxury down to the mass market, the trend can not be ignored, white-collar workers who are yearning for luxury goods and major consumer groups. Coach and other luxury brands such as fast draw some of the fashion industry experience to the mass market penetration, to meet the white-collar workers are seeking a more affordable price luxury desire to obtain a higher growth.
This means, simply copy the luxury experience at the high end affluent market will be setbacks, the Nuggets want to be in the high-end mass market consumer brands, must think in two three or even four market market strategy. For example, the public face of the new consumer product design and development of targeted and price positioning (to meet the consumers cost-effective pursuit of the public to provide new value orientation and the corresponding products), the new channel model, the new Terminal mode (terminal mode is not necessarily the primary market for three or four markets), the new operation and management (three or four products required by the market price will be high, operating costs will increase, in this case, operation and management of the innovation must be carried out) and so on.
this regard, such as the Evo is more customizable with the success of men's enlightenment. With its network platform, through the operations and business model innovation, to the ordinary white-collar shirt provides cost-effective customized services, access to the initial success, and shirts are custom luxury consumption of the original concept.
mass market success in the future wish to enter the mass market
, the development of breakthrough creative thinking must be to operate.
for local brands and large enterprises, in order to maintain market leadership in high-end segment at the same time, into the mass market, on the one hand the value of innovation, more suitable for the mass market, low cost, high performance products; the other hand, need to adjust their business models and modes of operation, lower cost structure to ensure profitability. Because the mass market will enter the enterprise from research and development service to the potential impact the entire value chain. Companies must focus on three key areas to create a flexible and effective operational mechanism:
R & D and procurement. Product development to meet local market demand and price basis, which is the key to success. This is the advantage of local enterprises, should give full play.
sales and distribution channels. Establish a wide area,
Gucci Sunglasses, cost-effective, can provide valuable information on the final customer distribution channels. Because the mass market, in particular, three, four markets are more fragmented.
human resources. Need to adopt new methods to solve the problem of manpower shortage, the establishment of an adequate pool of talent, extensive recruiting moderate cost, with mass-market service skills and have the potential to enhance the talent.
In addition, the establishment of a strong brand image is the top priority, which is the key to resist international brand.
For China lot of roots in the mass market for SMEs to maintain their status, first of all, the need for radical changes, out of the way the original cost (low quality and even cottage products), from the business mode and start operations management innovation, innovation through the value chain, through the refinement of low-cost operations and marketing to reduce costs, improve efficiency, low-level consumers can really meet their needs cost-effective quality products.
Secondly, in order to meet the mass market for the demand for higher quality of life, while the offensive against the big brands, SMEs must consider the brand operation, otherwise, have inherent advantages when international brands at low prices to the attack, the majority of SMEs will be difficult to resist. Of course, the brand is not just mean a few operators and media advertising slogan, but change means new business ideas.
again, with SMEs more familiar with the advantages of local market, should take a variety of ways to develop more suitable for local market needs. Business success in the mass market on the Nuggets, the late strategist CK Prahalad in his famous
deeper sense, the consumers gradually return to rational, high inflation brought about by the increased product costs and operating costs of the case, the enterprise should have a breakthrough development, we must create new markets or re-interpretation of existing markets. Customer value to the core, to study how to provide consumers with innovative value. If you do not value innovation, enterprise products and services will tend to homogeneity, it is easy to bring the price war, the value of the enterprise will also be difficult to achieve.
but to realize the value of innovation, industry, companies must stand on a higher perspective, to rethink its marketing strategy,
Gucci Handbags, restructuring of its marketing strategies (including category breakthrough innovation and market segments), including the depth of Operations management revolution, so as to ultimately realize the value of innovation, the value of their own growth, and enhance their competitiveness.
Trend 2: The transformation of marketing strategy in the past 30 years, a product-centric model of marketing strategy at this stage to meet the core needs of enterprises. As the Chinese market competition into the industry by product marketing marketing competition, companies must be characteristic of the industry itself and have a clear understanding. So, how marketing strategies to the industry from product marketing strategy transformation? Industrial Marketing Strategy Mode on different stages of development of enterprise value?
industry marketing strategic thinking and mode
Article | Shixian Long
marketing from product marketing to the industry why the
innovative products started from nothing, and finally China's food industry, the industry leader in the sub-brands, there is no advantage of the golden monkey products, Wahaha have?
Why Galanz price war, a world-class brand success, and Changhong have a price war while filling Chinese appliance at a low ebb? Why do people
known Tsingtao beer brand in China, the Chinese beer brand became the first sales of CR Snow?
In fact, the fundamental reason is that competition in the market competition has been transferred from the product marketing industry marketing competition, by the end, the elements of competition into the industry, customers competitive, full value chain competition. This requires the transformation of marketing strategy models: the traditional product marketing strategy and guide the enterprises can only explain the static, the internal elements of optimization, the lack of sustained growth in the real rules of the company behind the success or failure of insight into the determinants of industrial structure.
China Marketing from the 4P (product, price, place, promotion), 4C (customer, cost, convenience, communication) to 6P (customer, value, product, channel, communication, brand), and other theories The set point is enterprise-centric planning and optimization of closed factors. This product-centric marketing strategy model is widely used by Chinese companies marketing combination. Although in theory there will be the center of the
only 30 years of reform and opening up of China, industry is still in At this stage, most successful enterprises in common is quick to seize the opportunity to optimize the internal elements of efficiency, product marketing strategy mode just to meet the core needs of this phase. And now, China has entered the highly competitive market, the complex phase of a place in all industries to industry dominance in the (resource supply, the products pricing, market share, client, etc.) as the target of the competition has begun.
tide in the industry competition, the focus on internal factors and refined product marketing strategy model, can not meet the requirements of the new competitive situation, the need for new marketing ideas and marketing methodology, that is, industry marketing strategies to guide the business success model to participate in future market competition.
What is the mode of industrial marketing strategy?
Galanz in the microwave industry, Wahaha in the beverage industry, Mengniu Dairy in the liquid, such as home, Jinjiang, the Han court, seven days in the economic chain hotel industry, China Resources Snow in the beer industry, Shuanghui, Yurun in the pig industry chain, Gome, Suning in the home appliance retail industry, Dangdang ... ... in the book retail industry competition in the Chinese market is no longer a product keyword, category, customer, marketing these products under the marketing strategy model hot words, but the industry.
to industry market model as a starting point of the marketing strategy, no longer is the traditional STP (segmentation - target - position) or as a competitive factor (product, customer, brand, etc.) to build the core business marketing strategy system, but rather the status of research by industry to determine industry structure, trends, drivers and so on, and then with business reality and to develop marketing strategy model. Simply put, is to the objective reality of the industrial structure as a starting point of the new marketing strategy model building. Consists of three steps: market insight, competitive factors and strategies (critical success factors) to construct a business model (collaboration and innovation.)
a result, companies develop marketing strategies need to be thinking of the direction of 180-degree turn on the industry of Chinese enterprises must have a clear understanding of market characteristics, the focus of corporate strategy at different stages of an accurate judgments, to expand effective marketing campaign, breaking the fast expand the size of the bottleneck. The basic approach is: Chinese enterprises need to be the stage of the industry, trends and positioning the company to determine the development of the core, according to the market under different critical success factors and core growth engine, re-configured enterprise resource, formed a strategic blueprint This basic strategy of building operations around the operating system.
the Chinese market to the customer, value, product-centric brand in the industry of magic, we call industrial marketing strategy mode.
The new century's first 10 years have passed
Hybrid Mode
