How Can Shoes And Clothing Brand Find Market Outlet?

Enterprise products

How to find a way out for the market?

Many businesses are born of opportunities and die of change.

This is a viewpoint I made in a report at the business summit forum, which resonated a lot.

Mr. Yu Fei has seen many bosses, who have standardized the technology and light the market. The pure technology theory has lost their direction under the technical superiority, and is not aware of the importance of marketing in the survival and development of enterprises. This is also the reason why management backwardness, product backlog and brain drain are in the face of such a harsh reality. It is still in a high-profile way to talk about the grand plan and social responsibility of any enterprise.

Not long ago, I ended my speech at a summit meeting in Chengdu.

Most of them are technological entrepreneurs. At that time, the organizers of the organizers said to me, "Yu teachers, they have been committed to R & D and production of technology, but they are very weak in terms of industrialization and market. Some patent products have been on the road for more than 10 years, and they have been unable to spend much time.

I said no problem. I have a duty to do so.

I remember that at that time, many returnees and entrepreneurs were talking about their technological advantages, and how many prizes and patents they got were the topics they talked about. On the contrary, these key things, such as how to integrate their own projects with the market, how to meet the market demand and how to open the market quickly, are often empty. It can be said that they lack convincing reasons. It seems that in their subconscious mind, as long as their skills are perfect, they will surely win the market.

To tell you the truth, I am worried about the future and fate of these returnees, and it is no exaggeration to say that if they do not change their minds and their ideas are not adjusted again, their enterprises will be eliminated in ten to nine. They will not be dying or silent.

Why do I say this? Because a company that does not understand the market and only drills technology is never likely to have a future.

"My product was a national patent three years ago, and I hope the market can achieve one hundred million".

"The product of our company is called by the people around it. The effect is not much better than that of the XXX product, and the others (agents) should be optimistic." the marketing consultant of the blue science and technology company has analyzed the product investment cases of nearly 200 science and technology enterprises, and concluded that the reasons why business investment can not be optimistic is mainly manifested in two aspects: the strategic mistakes in the early stage and the confusion in the investment tactics. From this we can see that without accurate positioning and good planning, all good wishes will only be bubbles, or at best, they will be hungry and willing.

Professor Yu Fei once pointed out that many enterprises always feel that their children who are carefully nurtured and carefully nurtured will become the market darling after the products come out. But they do not expect that in the increasingly mature market, if a product does not have the actual plan and solid implementation under the guidance of the brand strategy, and does not concentrate on the resources and make rational layout and scientific planning, then the value system of the product itself is difficult to occupy quickly in the minds of consumers, and it is impossible to establish a good interactive relationship with consumers.

Now, many bosses should understand that with the intensification of competition, competition is no longer a competition between enterprises and enterprises, nor is it a competition between single linear value chains. Enterprises are creating value from independent creation to cooperation, and multiple supply chains form the value network of an enterprise.

In the value network, enterprises can connect many partners and form a fast, reliable and convenient system to adapt to the changing market environment through effective resource integration.

However, what is the most competitive factor in the supply chain integration competition?

Speed! As CISCO believes in the enterprise creed: "in the future shopping mall, it is no longer big to eat, but slow to eat."

OK, now that we realize this, it is imperative for technology enterprises to borrow their power to improve their growth space.

Why is HUAWEI so amazing?

Its strong point is that it is not just to dig deep into the technology, but to raise the market and to make bold innovations under the premise of fully grasping the market demand. Ren Zhengfei regards product development as an investment management. Every stage of product development is evaluated from a commercial point of view rather than a technical point of view, so as to ensure the return on investment or minimize losses caused by investment failure.

To this end, Ren Zhengfei spent tens of millions of dollars to hire consultants from IBM company to tailor a set of reform plan called "integrated product development" for HUAWEI, and rebuilt HUAWEI in the financial, enterprise management and R & D mechanism. The reform plan emphasizes on the driving force of product development with market and customer needs, emphasizing product quality, cost, manufacturability and servicability in product design.

I remember Zhang Ruimin once said, now our R & D staff pay is not according to the number of new products, but to see how much money the new product makes in the market to get money.

Look, technology is not important and important, but what is more important is market concept and market awareness. Especially for small and medium-sized enterprises, there is no good end if there is no market orientation.

Having seen a typical case reported in the media, this problem can be explained very well.

Shenzhen Dragon technology has been at the forefront of the world's bio chemical products, which is a consensus between the Dragon Technology and the boss.

The serum rapid analysis membrane is a high-tech product jointly developed by Julong in early six million with a university in Nanjing.

This product can be used to test serum sample data quickly and conveniently.

At that time, only the United States had the mature technology of the product, and the price of the product in the United States was four times higher than the expected price of the Dragon product.

Monopoly technology, huge market, let the product dragon's staff on the eve of the product have been bathed in the brilliant sunshine, they have nothing to do, only after the final research and development of the university has been successful, the salesperson can take the product to exchange money in all hospitals.

R & D has entered the final stage of testing. In order to speed up the product development process, Dragon technology has injected four million more capital.

Product research and development has made breakthroughs quickly. In the hundreds of experiments in the laboratory, the analytical film with graphite and polymer materials is outstanding.

The proud dragon finally began to figure out how to spread the market to the whole country in the fastest time. After all, the investment in this product has exceeded ten million. Fortunately, it is an exclusive business and profits are readily available.

The salesmen who had been fed up and kept on standby rushed to all parts of the country, and they confidently handed the products to the hospital for trial.

One after another, the phone was sent back to the company. All the hospitals were interested in the product of dragon.

However, God made a joke with the dragon, and it was a big joke.

The trial result of the product is very unsatisfactory.

After all, in the process of trial, most hospitals do not have the complete conditions of the laboratory. Moreover, the products of the dragon are short in actual effect, require high storage environment, slightly change, and the polymer membrane is mutated. The analysis data will have a big discrepancy between the real data and the real results, and the interest of the hospital will decrease sharply, and the market will turn on a red light.

The salesmen came to their knees and were told that after the month's salary, the Dragon technology was closed.

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The product selection of dragon has no fault in itself, but in the field of high technology, the success or failure of product development almost relates to the life and death of enterprises.

While believing too much in technology, the giant dragon ignores the market factor. After all, the success of the experimental stage does not mean the fundamental maturity of the product. A nearly perfect product in theory has completely collapsed in the market.

The cooperation of this project may be valuable for the University, but for the dragon, about ten million of the investment is finished.

Over the past ten years, Mr. Fei often heard such stories. Some of the high tech projects that had invested heavily were lost, some of which were heated by the media, such as Optics Valley, and so on. For example, the information industry, in addition to some parts of the country, there are still few software companies that can be called out. Some people have high tech complex. It seems that if a high-tech banner is used, it can be unimpeded. It is not known that a high-tech technology needs unforeseen research costs, and how the market is still unknown. The market prediction of the research results is based on experimental assumptions rather than the real market.

To speak a little, the Baer laboratory, which is famous for its invention, does not receive high returns for every technology. On the contrary, the elimination rate is relatively high.

Of course, consumers also have blind high-tech complex, and the irrationality of the two sides causes the overall irrationality.

Some bosses also realize that the happiness of doing business and the pain of making the market form a contradictory unity of opposites. Especially when promoting products, if a certain aspect or even a part is careless, the product will soon sell its voice and trace.

Market research conducted by some international marketing consultants in recent years has found that some new products have not been listed for more than half a year, and few have survived for a year.

Strangely, what causes the premature death of the product in the market? Is it the inherent defect of the product quality?

Most of the products are strictly monitored, approved and approved by the relevant departments of the state. Moreover, consumers feel good and feedback after taking them. Needless to say, word of mouth, but why is such a bad life?

In fact, the reason is very simple.

Enterprises do not face the market and customer-oriented system planning. There is no targeted marketing strategy planning. There is no accurate tactical planning based on actual experience.

In the survey, we also found that some companies have begun to focus on customer share rather than market share. Some of them have come up with new ways to enhance "cross marketing" (when consumers buy products, they are asked if they want to buy peripheral products) and "advanced marketing" means that when consumers buy products, they will be asked whether they want to switch to higher priced, higher grade products.

Companies can get market segmentation and customer views by using updated and more effective database methods.

It is worth affirming that now the era of eating and eating is over. Many bosses are not good at heart, and do not innovate.

How can you easily realize your dream? Your products and services are lack of difference and flexibility. Your strategy and tactics are not organically integrated and interactive. In the mass market or under the unclear market situation, there is a lack of detailed understanding and control. The industrial chain and value chain can not provide timely and effective information for pertinence. Is it still safe to survive?

Today, the environment inside and outside the industry is already changing.

Many concepts such as electronic commerce, B2C, C2C and so on have not yet been understood by many enterprises. They have become "old terms". Platforms, pboundary, O2O, and on-line lines.