How to understand the use of "needs" to win the initiative?
There is an old saying: "attack first, then attack second", which means to take the initiative in the war. In this way, with strong strength, we have the advantages of "ridiculing stagnant water in a thousand miles" and "weighing the cymbals" and have the initiative to win the battle.
In the process of doing business, when you don't have enough ability to defeat the enemy, the most important thing is to take the initiative, take the initiative before the opponent knows the truth or your motives, take advantage of it and gain the upper hand.
There are all kinds of "gaps" in the market, including packaging, quality, function, price, consumers and service methods ... We can observe the "gaps" of competitors and tap the voices of "consumers". If we combine the two, we can use the "need" to constantly improve our competitiveness, gain the tax weapon of market initiative and squeeze into our own market.
Imagine that Wahaha would have died long ago if it had not avoided its own market advantage and followed suit to develop nutrient solutions that everyone could use.
From 65438 to 0987, Zong became an enterprise manager and focused on the nutrient solution market. At that time, there were 38 kinds of nutrient solutions in China market, each of which was dominated by one side, and the dispute was fierce. There are many sales wars, and the latecomers are daunting. The analysis reports given by market researchers to Zong all showed a "red light": the market is saturated and it is not appropriate to go back and quit the competition. Zong is firm or not after carefully analyzing the product structure of the existing nutrient solution market. He believes: "The existing 38 kinds of nutrient solutions are universal products suitable for all ages. Instead of producing the 39th nutrient solution, it is better to produce a special nutrient solution for children. This may seem like an adventure, but there are opportunities in the risk and benefits in the risk. There are 350 million children and primary and secondary school students in China, and110 is 30 million. We are small products that impact the big market. " Soon, experts and technicians from religious organizations developed "Wahaha children's nutrient solution", supplemented by novel and solid marketing strategies, and the products showed a sudden rise in the market. Zong Houqing's surprise success in developing products is inseparable from his scientific and meticulous analysis of the market. At that time, it was the initial stage of the implementation of China's family planning policy, and all the only children became "little emperors". The doting of parents and elders makes children picky eaters, thus causing widespread malnutrition. Wahaha children's nutrition is based on traditional natural food. By regulating human body functions, children's appetite is enhanced, so that children can absorb various nutrients from rich foods without giving up any hormones or any side effects. After this product was put on the market, it became an instant hit.
When Haier entered the overseas market, it first aimed at the most competitive market in Guo Guan. Strategically, it is easy first and then difficult, tactically, it is easy first and then difficult, that is, avoiding reality and being empty. Go in with "need" After three years of hard work, Haier has finally successfully opened the European and American markets. As Zhang Ruimin said, "We should make a column, not a horizontal line. For example, when we go to Europe, the refrigerator is the leader of this column. Open sales in the European market through the refrigerator. Then enter the washing machine, color TV and air conditioner. In America, we also used refrigerators at first. Generally speaking, let's first find out which product in this area is the easiest to enter, or which product consumers are most interested in, and let this product rush in. After they go in, the resistance is relatively small, and once they encounter problems and fail, they will not be very passive. " This may be the best footnote for a gangster entrepreneur to use "need".
As early as the last century, Akio Morita, president of Sony Group, put forward the famous gap theory, arguing that the market occupied by each enterprise is just a circle. There must be gaps between enterprises, that is, between circles, and these gaps are the market space that can be opened. Therefore, if enterprises want to find their own living space in the increasingly fierce international competition, they must have an accurate understanding of the situation inside and outside the circle, and find the market gap flexibly according to their own characteristics, thus opening up a new world.
Armel, a famous American entrepreneur, turned out to be just a farmer. He was involved in the gold rush in California. When he dreamed that there was gold in the valley, he noticed that the climate in the mine was dry and there was little water, so it was difficult for gold diggers to drink water. There are even hungry gold diggers who claim: "Give me a glass of water, and I am willing to exchange a piece of gold." So Yammer decided to transfer the target-selling water, as long as it is transported to the mine, it can make a lot of money. He dug a well with a shovel to dig for gold. What he dug was not gold, but groundwater. He sent the water to the mine and was welcomed by the gold diggers. Since then, armel has embarked on the road to prosperity.
Coincidentally, Levi Strauss, the founder of Levi's Company, also participated in the gold rush and got his first bucket of gold, but this bucket of gold came from jeans instead of gold mines. When Levi Strauss went to San Francisco on business by boat, he brought some small commodities such as thread balls and a batch of canvas for the gold diggers to set up tents. I happened to meet a gold digger after disembarking. Levi Strauss rushed up and asked, "Do you want a canvas tent? The worker replied: "What we need here is not a tent, but wear-resistant and durable gold canvas pants. Deeply inspired, Li Wei immediately asked the tailor to make a pair of canvas trousers for the gold digger.
This is the first pair of overalls in the world. Nowadays, this kind of overalls has become a worldwide clothing Levi's jeans. Jeans were loved by cowboys and gold diggers in the west at that time because of their firmness, durability and suitability. A large number of orders poured in. Levi and Strauss set up his jeans company on 1853, focusing on "gold diggers" and cowboys, and mass-producing "gold diggers' work clothes". Its brand continues to this day, and it is still the first brand in the denim industry.
Looking for market gaps requires jumping out of the original mindset. Any market will not be monolithic, there are always some gaps that have not been noticed for the time being, waiting for the latecomers to open up. The reason why the market gap is ignored by the pioneers is often because the original competitors have not jumped out of the mindset, but there are some rising stars, because they can stand outside the industry and analyze from another angle, but they can find the forgotten market.
Dark philosophy
Businessmen should be discerning, patient and meticulous, and skillfully develop potential consumer demand. Only in this way can we find the gap between shopping malls. Drill into the "loophole" and open the market.