The age structure of China's population is in the shape of an inverted triangle, and the huge population consumption dividend is fading, which means that the market consumption power will shrink in quantity. It will be released further in 2016. The process of destocking and de-capacity of real estate is a long process, in which unscrupulous enterprises and bad brands will withdraw from the market. Under this circumstance, does it mean that there is no room for SMEs to survive in the future market, or is there still a huge market space for SMEs?
Today, the Chinese economy is in the "new normal" logic. The new normal of the economy is to achieve sustainable economic development, including sustainable and stable economic growth. The new normal of the economy is to use growth to promote development and development to promote growth. Then, under the new economic normal, where is the way out for SMEs? How can SMEs survive and develop?
First, grasp 20% of the market
At the moment, SMEs are not going to emerge from the fiercely competitive Red Sea, but to find and lock in the value of the Blue Ocean. China has a large population and a wide geographical territory. The niche market is diversified and decentralized. Small and medium-sized wooden door enterprises may wish to implement the extension of the blue ocean strategy--long tail theory. The basic principle of the long tail theory is to gather sand into towers and create market scale. The purpose of the long tail value reconstruction is to meet the individual needs, provide some more valuable content and more personalized things through creativity and network. When getting the consumer's approval, stimulate the hidden demand and create a complete and traditional oriented to the mass. Different personalized business models for fixed market segments.
Under the current market structure, small and medium-sized wooden doors enterprises have room for survival. Small and medium-sized wooden door enterprises should build their own unique competitiveness in terms of products, channels and consumer influence, tap and release their inherent potential, and gradually expand market share and become a niche market through product system innovation and market channel construction. The leader in the middle. With the post-80s and post-90s consumers gradually becoming the mainstream force of the society, the market will show multi-polarization, and the size of the niche market consumer groups will become larger and larger. It is foreseeable that as young people become the mainstay of the consumer market, there will be more niche markets. SMEs must seize this historical opportunity and open up their own niche market.
Second, seize the consumer psychology
When the seller is in the market, what goods are produced by the company, what goods the consumer has to accept, and the consumers and the enterprise are not in an equal position. Through the monopoly of resources, large enterprises have always maintained their competitive edge. In the Internet age, consumers’ voices have been released. In the Internet era, consumers have gradually become the owners of the right to speak. The arrival of the buyer's market requires companies to respect the requirements of consumers and establish communication management with consumers.
The future consumers will be the market leader, Xiaomi mobile phone is a good interpretation of how the company completed the marketing task without physical channels. This is a marketing revolution. The marketing revolution of Xiaomi is a consumer-driven (fan group) and invites consumers to participate in the model.
In the current mobile era, almost a smart phone has been realized, and various social software has seized most of the mobile space of people. In this context, if SMEs want to “close contact†with consumers, they must use the “grounded gas†approach preferred by consumers to market and stand in the same camp as consumers. If there is no grounding gas in the marketing of enterprises, and there is no close contact with consumers, it will not attract consumers to take the initiative to pay attention and participate, let alone the promotion of the brand. SMEs can use the WeChat platform to push accurate information according to consumers' preferences, strengthen contact with consumers, and realize "interactive marketing."
Third, the only way to innovate products
Innovation is the soul of SMEs, while innovation focuses on products. How can products resonate with consumers, and it is inevitable to find the core needs of consumers. Different consumer groups, different market positioning, must adopt a matching packaging design. For SMEs, it is necessary to create differentiated competition models by creating distinctive products.
Compared with large enterprises, small enterprises emphasize individual charm and uniqueness, not scale benefits. Of course, niche markets must have special products that satisfy the niche group. Only by possessing differentiated products can we build a “firewall†for market competition. The uniqueness of the featured products is above the quality, and the quality assurance is the premise. SMEs need to be locked in a unique culture, or a unique resource, or a unique fragrance, these unique elements are implanted into the product to form a unique value.
SMEs are to use the special products as the market knife, to divide a piece of cake in the mass market, and to have this share through long-term monopoly.
Fourth, channel optimization
Since China’s reform and opening up, the channel has been a top-down vertical system. With the sharing of resources on the Internet, channels must be flattened. Traditional channels are facing a crisis. In highly homogenous goods and services, the transaction and communication costs of traditional channels are too high. How to establish a channel with low transaction costs and communication costs is a proposition for SMEs in the future. Of course, establishing a direct business with consumers is a bold attempt, and there is plenty of room to imagine.
With the deepening of the Internet, the mission of traditional channels will also be revolutionized. From the previous single logistics distribution function, it will gradually become a platform for enterprises and consumers to carry out logistics, information interaction, resource sharing and communication resonance. The technological revolution will greatly reduce the unequal market position of large and small enterprises. Establishing a direct sales body not only can establish a communication channel, but also help reduce the cost of management and greatly strengthen the integration process with consumers. This method is conducive to the innovative application and product development of enterprises. The core competitiveness of SMEs lies in the speed of innovation.
V. Changes in communication
In Weibo and WeChat, which have become the standard for netizens' online life in the 1980s, marketing through Weibo and WeChat has the advantages of low cost and quick effect. The essence of new media marketing lies in topic marketing, and the essence of topic marketing is to stimulate netizens to resonate and interact. With a variety of online hotspot events, a variety of popular elements of the Internet, expressing a true and simple attitude to life in a smirk, sometimes selling, sometimes self-deprecating, the key moments do not forget to pass on positive energy, which can resonate with the target audience. Form a topic to achieve multiple forwarding.
Perhaps the home-based product industry is a very "traditional" industry. This "definition" is not only reflected in the product itself, but also in the marketing model and carrier of the wooden door enterprises. The company seems to be more interested in TV advertising, outdoor advertising and other traditions. The media has not paid much attention to online advertising and online marketing. SMEs can use new media to build new marketing models and promotion methods.
Turning to the niche market is a trend in the development of SMEs. The market is not static, but is changing rapidly. Just as Nokia replaces Motorola, Apple replaces Nokia. Today, without innovation, it is difficult for companies to dominate the market for a long time through monopoly. In terms of innovation, there is still a huge space in the wood door industry, which also leaves the unlimited development vision for SMEs.
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