The boss of a shoemaking company sent two salesmen to an island to sell shoes. After a while, both of them came back. One said, "People there are barefoot, and there is no market for our shoes, so I will come back and prepare to open up other markets." Another person said, "People there are barefoot, so our shoes have a good market." . So I came back to get a batch of goods. "
Let's recall the artistic conception at that time: in Shandong, there are not a few people who are good at weaving shoes and spinning, and of course there will be some market competition, so I want to go to Vietnam where the market is relatively blank. At the same time, he should also be able to foresee the difficulties in the early stage of market development and understand that every time he develops a new market, he must go through a "cognitive-trial-promotion" consumption process. But the most commendable thing is that he knows how to "introduce and use" customers and cultivate his own customer base by guiding consumption. Once promoted, isn't the market prospect a natural thing?
Connecting with today's marketing reality, we can easily find that a successful enterprise's accurate grasp of the potential market and the cultivation of customer groups in the early stage of market development are often its magic weapons to win.
At that time, Galanz switched from down to microwave oven, which caused a lot of criticism because it violated the entrepreneurial rule of "unfamiliar". But they were far-sighted and saw the huge market potential of microwave ovens in China. Stick to it, it is the largest microwave oven production base in the world today. And by vigorously promoting the convenience and rapidity of microwave heating food and guiding consumers to use it, it is only at present that the popularity of microwave ovens in China is so high.
The controversial "Giant Group" and its head, Shi Yuzhu, achieved the rapid popularization of brain gold in the domestic market with the overwhelming soft-text hype and the recommendation of well-known experts. In this sense, Shi Yuzhu is undoubtedly the "master" of market speculation. In 1993- 1994, people saw and heard all about the benefits of strengthening the brain and how smart they can become after taking brain gold. Although quite a few people didn't know what brain gold was at that time, the passionate slogan of "Let 100 million people get smart first" was very appealing. Brain gold created the potential of "hunger marketing", and then it flowed like a river. In just a few months, the national market was fully opened, and Shi Yuzhu earned enough RMB at that time. Today's comeback of melatonin once again shows Shi Yuzhu's talent of "creating momentum" in "guiding consumption".
Now there are many large enterprises engaged in diversified operations. In the past two years, beauty has been in refrigerators, Kelon has entered small household appliances, Haier has set foot in the financial industry, and Galanz has developed air conditioners. Uni-president and * * went to tea drinks, Wahaha also entered the tea drink market after introducing domestic cola, and Lifan Motorcycle began to make red wine. The latest news is that Hefei Meiling was tired of home appliances and became fascinated with ore mining. ...
At present, there are two popular sayings about the purpose of enterprise diversification:
1, through diversification to expand the relationship between enterprises and the outside world, to a certain extent, quickly improve the visibility of enterprises, so as to achieve the expansion of enterprise capital and scale. To a great extent, this is also an imitation and study of diversified enterprises of the world's top 500 companies (such as Mitsubishi and Hitachi).
2. In today's increasingly cruel market competition, many enterprises have increasingly felt that "it is unsafe to put eggs in one basket", so they want to avoid the competition risk to the maximum extent through diversification, so as to be invincible in the market competition.
Every enterprise has its own decisions and trade-offs, and I dare not make irresponsible remarks. But the diversification of any enterprise has an unavoidable reality, that is, how to open up markets in new fields. Some people say that related diversification can fully borrow the marketing channels of original products, but this is only feasible for "related diversification", such as household appliances and small household appliances, cola and tea drinks; But it is hard for us to imagine that motorcycles are similar to red wine, refrigerators and minerals. Some people may say, "Jinliufu can sell wine well without producing wine", but this just shows that it is also a good way to succeed if enterprises can really "retire" from the production line and concentrate on being "distributors". Therefore, many enterprises that implement relevant diversification rationally choose OEM, so that they don't have to worry about production any more, and products in new fields can still "go downhill" in the original marketing channels after release. Just some "unrelated diversified" enterprises, "multi-products and multi-channels" will make them "physically and mentally exhausted", and the author is really worried about them.