Three types of business operations

What is a business road? The essence of business channels is marketing. Marketing means marketing is buying and selling, and buying and selling products. The essence of business channels is to resolve the relationship between sales and purchase, and to establish a smoother relationship between the business and the market. We have been emphasizing products, branding, marketing, and products as the cornerstones. Why are some companies constantly making product innovations, constantly creating and stimulating new demands, and some companies are always following it? The majority of companies are, and some companies are still addicted to their own small world. We categorize these three kinds of companies as big business, medium business, and small business in the business world. On the surface, it is the size and size of the business. It is essentially the ambitiousness and narrowness of business awareness.

Xiaoshang has gone through many companies to make his own products, especially in production-oriented enterprises and export-oriented enterprises. He can always hear that the company’s CEOs are plausibly clapping their heads and telling us that their products are doing their best. Listed a lot of good places. However, they have overlooked whether these products are really good. Does it have a competitive advantage in participating in the market? Another problem is the fatal problem of export-oriented companies. Whether the products produced for the European market are suitable for the Chinese market are plagued by the development of these companies' domestic markets.

We have been in touch with a furniture company. Ninety percent of them were exported to Europe and America before 2007. We have also been doing the domestic market. Since the energy is mainly exported, we need to do domestic market in 2008, which makes it very difficult to directly export products in the country. There are certain differences in the specifications between the furniture products exported to Europe and the United States and the mainstream needs of the domestic market. Therefore, investment is facing pressure.

There is also a company that has found inspiration from the Milan exhibition and has developed a stylish furniture line with high-gloss lacquer wood. The price is very high. If you simply look at the product, it is quite eye-catching, but we walked through the market and discovered this. The series will face difficulties. First of all, pricing determines positioning. This series of alignments must be luxury villas. These luxury villas love European-American home improvement styles, and the corresponding consumer groups are also aged over 36 years old. Relatively calm and introverted, there is a distance for this stylish and glossy product, a small number of upstart and new luxury home improvement styles, and because this series of products set in feminine crystal jewelry looks full of female flavor, it may lead to the loss of some men Upstart demand. Finally, we believe that this product can only be reduced to a second-milk product, a product suitable for a woman's luxury home and villa home improvement.

Another example is that we are familiar with a certain floor industry brand, very exaggerated surface treatment, but also carbonized, but also volcanic, large size and large size, to enter the market, it really caused concern, but fell into the product sales is very limited, on the one hand there is no Taking into account the combination of the overall mainstream home improvement style, on the other hand, high-end pricing determines the market positioning, exaggeration and highly personalized products and the aesthetic preferences of the target population has a certain dislocation. The nature of the floor to buy is concerned with the natural and precious characteristics of the wood. Excessive surface treatment causes the wood to lose its original surface pulse pattern. Even wooden species cannot be identified and it is naturally difficult to accept.

Most of the products, materials, and home furnishings in the Chinese market are Chinese merchants. This is also a characteristic of the Chinese market, Shanzhai culture.

The product of the market is actually a follow-up strategy. What the market sells is what it is. This is also the most cost-saving way for a company. Most of us are familiar with the second and third line brands belong to this category, the rise of the retro floor in 2005, living out of the limelight, within a year, the retro wind blown into the entire flooring industry. In recent years, parquet flooring, real wood grain, molded chamfers, imitation wood and other products have also become waves in the industry. Product follow-up is also a strategy. It is important to follow along with the need to have its own core. No matter if it is a star product or a technological advantage, or a unique brand culture, it will not always follow, and it will not follow in the process of getting lost. self. For first-line brands, there is also the use of follow-up strategies. The first batch of companies such as Shengxiang introduced the strengthened flooring into China. The original price surpassed the price of solid wood flooring, so a large number of companies swarmed into the flooring area. Today, strengthening the floor has become the lowest-end product. In this process, some brands that used to strengthen floor pronouns, such as Icon, Flinginger, Del, and Kendia, felt that they had difficulties in development. They all upgraded upwards and made multi-layer engineered wood flooring. They also gradually gained access to the advantages of the Internet. Certain development. In this period, it was precisely during the period of rapid development of multi-layer solid wood flooring. The brand that inflated multi-layered solid wood flooring was also a living family and North American maple. What is important is that these brands are not simply following, but are a kind of strategic considerations based on the establishment of a brand (including sales volume, unique culture, and marketing model).

Dashang makes consumer products as consumers' products, leading product innovation and consumer trends. This is a big business. In the flooring industry, we are familiar with living families, friends, scholars, riches, and security. We are doing well in this area. They are the real brands of consumer products. After the living family scratches the door of the antique flooring, their peers keep following and the advantages are gradually weakening. At the same time, Mannington’s carbonization, length-width matching, and Rubik's cube series are being introduced to meet the needs of the middle class. The new product, once again embodies the characteristics that have often been imitated and never been surpassed. It was once again followed in the floor industry. In 2011, Da Vinci's stone-plastic flooring was again heavily introduced as a young middle-class group. The living family has always locked in the crowd. Middle and upper middle class groups and develop corresponding products around them. After years of pioneering the lacquer technology with titanium crystal surfaces, the World Friends of the World launched 3D surface products and technical appeals to meet consumers' product interests. Scholars focused on aesthetic research, developed a number of antique aesthetic floors, leading the trend of high-end consumer spending in home improvement. With the introduction of oak living, Fordeli made an oak wood species the ultimate, multi-producing, multi-surface treatment and multi-standards, which also led the consumer trend of oak living culture. Enron stepped in the art to spell the floor art to the extreme, people have to like, get a high degree of recognition in the designer channel. These are the products of consumers. They deeply perceive the aesthetic needs of the target consumers and create a new world of consumption. They have not only deeply shocked the industry, but also shocked the minds of consumers and won the cruel market competition. A place.