Unique Industry Marketing Strategy -- Bamboo Carbon Industry Breakthrough Strategy

Some time ago, we had the honor to contact our unique industry, bamboo charcoal industry. After that, we went to Anji County, Zhejiang, Huzhou to make a comprehensive understanding of the industry. At the same time, we also received a consultation from a Anji enterprise.

At the very beginning, I was puzzled by this industry. I don't know how to proceed. Through market research, industry research and bamboo products and application, I have a brand-new understanding and orientation for this industry.

(1) analysis of the status quo of bamboo charcoal industry

Tracing back to China's bamboo culture, its history can be traced back to ancient times.

But the use of bamboo in China seems to have been stuck in some simple daily necessities, such as bamboo chopsticks and bamboo mats, which are the most exposed products. Although with the development and progress of society, the utilization of bamboo has made new strides and breakthroughs, but they still remain in appearance, and it is very difficult to have a qualitative breakthrough.

As a result, the production processes of some manufacturers are still at the level of manual manufacture, so it is difficult to form scale and industrialization.

In Japan, Europe and the United States, there are few bamboo producing countries. Their interpretation and application of bamboo culture has surpassed us, especially a high-grade cosmetics developed recently by South Korea. Its main component is bamboo extract.

This has to make us think deeply about a question -- how should China's bamboo charcoal industry break through?

Bamboo charcoal industry has a rising trend in China in recent years, but it is still in the initial stage for other industries. In the early years, almost all of our domestic bamboo charcoal manufacturers completed their original accumulation through the form of foreign trade sales.

Due to trade barriers and many other factors, some enterprises have turned back to develop the domestic market in recent years.

Because of the characteristics of the industry, there is no fixed mode of operation on the market, and the industry standard has not been formed, so many enterprises are crossing the river by feeling the stones.

So it's hard to make a big breakthrough in sales mode.

First of all, in terms of single carbon, in China's bamboo culture and China's use of carbon, bamboo charcoal is no stranger to Chinese people. It is nothing more than a renewal of old things. Therefore, for the Chinese market, bamboo charcoal products will not go through a long process from maturity to maturity.

But if an enterprise relies solely on bamboo charcoal as a single product to achieve continuous profit, this probability is also very small.

Like many industries, there are many deficiencies in the bamboo charcoal industry. Among them, the most serious one is the "blindness" production. Once the market information feedback has a certain product being sold, everyone will rush to it, thereby affecting the healthy development of the bamboo charcoal industry. The quality of the products produced by the small factories and family workshops is poor, and consumers' trust in bamboo charcoal products is reduced.

The second is that the industry threshold is low, the technical content and technical level are not very high, which makes some family workshops easily participate in the disorderly competition in the market. Because of their relatively low production costs and short-term interest mentality, the whole bamboo charcoal industry has formed a vicious price competition.

Although these do not follow the market rules, manufacturers and individuals who blindly produce will inevitably be eliminated by the market, but this factor is bound to affect the whole market process.

Third, the homogenization of products is serious.

Almost all manufacturers do, you have me, everyone has!

The product characteristics of external publicity are almost the same. Apart from adsorption or adsorption, we can not do effective product differentiation and segmentation marketing strategy.

(two) summary of industry characteristics

1, disorderly competition is fierce, brand awareness is weak.

Although any product market is now a competitive market, traditional industries, such as shoes and clothing industry, daily chemical industry, food industry, and electrical industry, have entered an orderly stage of brand competition.

The bamboo charcoal industry is still in the most primitive stage of product and price competition. It seems to me that the brand seems to be someone else's child, and it has nothing to do with me.

For consumers, it has not yet entered the stage of brand consumption.

2, many varieties, but the product is not very different.

Due to the imperfections of bamboo charcoal industry and the characteristics of the products, many enterprises lack of innovative and advanced technology advantages, and there is a serious homogenization trend.

Although there are many varieties, the phenomenon of good and bad is uneven.

3, the development of bamboo charcoal industry has large space and great potential.

According to the survey data, people's consumption concept is more and more pursuing the original ecology. The consciousness of natural, health care and return to innocence is more and more intense. Bamboo charcoal products, as a product processed from original ecological natural materials, cater to the consumption concept of modern people, so bamboo charcoal products will surely have huge market development space.

4, bamboo fiber products have broad prospects.

Now more and more shoe and clothing enterprises are trying to find a new raw material for fiber, and try to apply it to the process of making shoes and clothing, so as to develop a new eco product, so that enterprises can add new profit growth points.

Therefore, it is urgent to develop bamboo fiber extraction and production.

5, bamboo charcoal products, especially in the field of household daily use, have become indispensable components in people's daily life.

As far as daily necessities are concerned, the application of bamboo charcoal products is quite extensive. For example, we have bamboo chopsticks for three meals a day, bamboo chopsticks, kitchen mat, mat, bamboo floor and so on.

6., daily chemical products market can not be ignored.

In China, Procter & Gamble, silk Bao and Lihua three daily chemical products account for more than 50% of the total daily chemical market. The annual sales of daily chemical products are several thousand billion in the Chinese market. Although all of them are advocating dandruff, moisturizing, moisturizing, detoxification, whitening and other concepts, the R & D personnel of these products are looking for new product extracts, and strive to achieve greater market share by refining new product selling points.

Green tea, black sesame and seaweed are not all natural and original.

Therefore, the bamboo charcoal industry will be a good choice.

(three) several important factors affecting operation

1, the concept and quality of the operator.

One of the most direct influences on the business situation is the operator who controls the market and the decision-maker of the market. You are the bearer of the relationship between the profit of the enterprise and the direct interest of the enterprise.

As operators, we should pay attention to the following points: how much do we know about the market?

How to make plans for developing the market and manage their own chain stores and agents?

How to develop new consumer groups and open up the market?

How can the original consumer groups play the largest market purchasing power?

How to make our consumer groups loyal to our brand?

How can customers enjoy the best service to maximize their own interests?

2, the impact of objective factors (product itself and human geography environment)

Products are of no value before they become commodities. How can we maximize the utility of our products? First, is the manufacturer (is our company a professional bamboo charcoal production enterprise?)

Have you passed the ISO90001:2000 quality management system certification and ISO14000 environmental management system certification?

These are the embodiment of the strength of the company, as well as the validation of the product quality). Can we provide the operators with good quality products with good value?

In this way, operators can create more value for these enterprises and increase profits for themselves.

In order to have enough loyalty to enterprises.

Therefore, the use value of the product itself is also one of the important reasons that directly affect the operation. A commodity without any use value, even if you are the best operator, can not make it create value for you for a long time.

Secondly, the human geography environment and regional differences in the sales environment. The operators should have differences in the choice of products and the publicity strategies and price strategies in their operations. They can not rely on the gourd, but the difference is very subtle. Otherwise, you will not be able to mobilize the largest purchasing power in the area. The goal of our operators is to maximize profits.

It is very important to investigate the cultural and geographical environment of ourselves and even the whole market in order to mobilize consumers' desire to buy as much as possible.

3. Competition among competitors in the market

Know your enemy and know your enemy.

It is also very important for operators to understand the same industry, so that they can constantly renew themselves and discover their own weaknesses and improve them.

Innovation is the only way out for us in the market economy.

Therefore, as an operator, we should understand our industry and find its defects and advantages.

Especially in the growth stage of bamboo charcoal industry, if you do not know how to win, go beyond your opponent, do not update themselves, then you only face out.

Only by conducting a comprehensive analysis of competitors can we formulate a successful competitive strategy.

(four) bamboo charcoal industry breakout strategy

1, product segmentation, each type of product should have its unique selling point.

To do well in the domestic market, bamboo charcoal production enterprises must first make a detailed classification of their products. Now the domestic market is not a market of supply and demand balance. Fierce market competition makes the whole market more specialized and meticulous. We have to sell professional products through professional channels instead of putting all eggs in one basket.

Of course, every category product should have its unique selling point, otherwise it will be very difficult to form product differentiation.

2, channel segmentation, professional products in the corresponding channel sales.

At present, the sales mode of bamboo charcoal industry is to set up a bamboo charcoal product store, and then sell all related products to customers through monopoly display.

This sales mode first gives us a feeling of chaos.

In my view, the bamboo charcoal industry is simply not suitable for sale through monopoly mode. The role of monopoly system is only display and display.

The footwear industry can not only achieve sales and enhance brand image through monopoly mode, but the bamboo charcoal industry will not be able to do so, because bamboo charcoal industry products are too diverse (bedding, daily necessities, automotive supplies, gifts, bamboo vinegar, beauty, architecture, air purification, handicrafts, bamboo charcoal series, charcoal series, bamboo fiber series), so it is difficult to form a unified brand concept, and it is also difficult to complete the effective and sustained sales. Customers will not consider you as a monopoly store, and at least a grocery store in the customer's subconscious.

So selling professional products through professional sales channels is the real meaning of sales, and can really form a sustained and effective sales.

3, market segmentation, corresponding market sales corresponding products.

Sales of products also have a lot to do with regional, urban background and human factors.

Therefore, manufacturers are required to have a comprehensive understanding and investigation of the regional market when they enter different markets. The contents of the survey include: city background, human factors, regional factors, living habits, consumption concepts, consumption awareness, income status, environmental conditions, cultural background and so on, so as to determine our publicity strategy, pricing strategy, sales strategy, product strategy and so on.

If we put the bamboo mat in the Arctic market to sell and put the car supplies in a rural market, what kind of result is it? I believe the outcome is self-evident.

4, personnel segmentation, sales staff with different professional backgrounds develop different markets.

At the beginning of 80s, we did not need to divide so much, because at that time it was a buyer's market, and the sales channels were very single. There were no supermarkets and all kinds of monopoly markets. Consumers could almost buy the goods they wanted through department stores or rural cooperatives.

But if we do that now, we will not be able to do so, because now it is a supplier market, and everything is specialized. Customers are used to finding products that they want in the professional market.

To develop different professional markets, there are different requirements for developers.

So for bamboo charcoal industry