Do not pursue luxury quality and individuality, and become the "label" of the new middle class.
Price used to be the core driving force of China's development, but now the price war has put many industries in a desperate situation, and the continuous rise of labor costs and raw material costs has also put increasing pressure on enterprises. Low prices make goods popular, but our low prices are based on the premise of damaging quality. When we start to get rich, our needs are changing.
The retail industry is facing a fork in the road, and the next wave of coquettish enterprises that can do things well and have personality.
Two very important keywords in the future demand: one is quality, quality is not equal to luxury, and things should be good enough, which consumers are paying more and more attention to; The second is personality. Consumers don't want products to be the same as others.
What opportunities will this bring to enterprises? We can do a lot of things in a niche market. To sell something to the whole world, it may be that those retailers and chain stores with very strong strength have greater opportunities and are too challenging for most enterprises. But the demand for products with quality and individuality will definitely exist.
For example, DJI UAV believes that China enterprises should not just stick to the concept label of "Internet thinking" and make small household appliances, while China manufacturing should strive to make products with higher added value and better taste. Therefore, DJI takes "flying image system" as the core development direction, and through multi-level aerial photography scheme, it brings a brand-new flight sensory experience to human beings, allowing people to fly at will. The emergence of DJI UAV has been sought after by a large number of niche UAV players and quickly occupied 70% of the global UAV market.
Services to enhance happiness have become a new trend of consumption, and the four industries have great potential.
Our way of life is changing, and so is our concept of life. Compared with material things, service brings greater happiness. So are these services available? Do you have such a product? This is a huge space. How can I do it well? Taking Europe and America as precedents and combining with the characteristics of China, we can see that the four major industries have great potential in the future.
1, sports and leisure projects.
In Central Europe, many students started to run 5 kilometers in the morning after coming here. This also shows that more and more people are willing to spend money on sports, and more and more investors are beginning to enter this industry. China and Europe also offer related sports courses to help investors.
Qi zhou, an alumnus of the first China-Europe sports and leisure industry course, is the first person to bring the Tour de France, one of the three world-famous international sports events brands, to China. She believes that cycling conforms to the concept of "rising middle class". It is predicted that by 2025, the number of cyclists is expected to reach about 84 million, and there will be a huge market of 420 billion behind this figure.
2. Wenchuang and IP related projects.
This involves a lot of content, not only cultural creation and games, but also movies and tourism, such as Zhang Yimou's impression series, such as ancient villages, water towns and natural landscapes left by ancestors. China has different scenery, but it has the same travel experience: the souvenirs you buy are all made in Yiwu; The place to eat is the same.
In that case, why should we travel? The current commercial operation has not fully developed the uniqueness of each scenic spot.
The brand of B&B Huajiantang stands out precisely because it firmly grasps the psychology of consumers with differentiated and niche positioning, promotes the traditional architectural culture of China in a way that pays equal attention to social and commercial benefits, and transforms the ancient house into a boutique hotel. In eight years, it has 20 stores, nearly 500 rooms, and more than 300,000 pollen. In 20 17, it won 200 million investment in A round.
3. Health care project is another big trend.
Recently, Ma Yun, Ma Hua Teng and other giants have started to land in the medical industry, which also means that the smart medical industry is about to set off a new wave. With the development of economy to a certain extent, human beings pay more attention to physical health and the length and quality of life.
Zhang Tianze, a CEIBS EMBA student, founded Zero Krypton Technology, which brought together the treatment experience of 6,543.8+6,000 patients to help every new cancer patient and doctor in China find the most suitable treatment plan. He believes that "data and artificial intelligence" will be the most powerful weapon to conquer cancer. Solving the scarcity, activation and linkage of medical data can help 20000 patients to prolong their lives by 8- 10 months every year.
4. Finally, the arts and humanities project.
Different from cultural and creative industries, this is the ultimate exploration of human spirit. When civilization rises to a certain degree, people have higher requirements for spiritual pursuit. The impetuous stage of society will eventually pass. Being able to listen to a symphony at any time, watch a ballet performance, or take the children to visit museums and bookstores on weekends is the key to truly improving happiness.
The essence of marketing: media and content, social communication and brand
No matter what the mainstream technology is, the nature of business has never changed. You need to create value for customers before you can reap value. Whether your product is good or not has nothing to do with the Internet and online and offline sales.
The essence of marketing has never changed in either the Internet era or the traditional era.
1, Media: Where the attention is, the sound is there.
The essence of choosing media is: where the attention is, the voice should be placed. This is the case in the traditional era, and so is the Internet era. Even if other new technologies appear in the future, this will not change, because this is the basic logic of media delivery.
In the Internet age, there are more and more media, which is not good for enterprises, because the time of your target audience is more and more scattered and fragmented. So you must find out the media consumption habits of your target audience and which media is more suitable. Bombing saturation attack is difficult to rely on a single channel and needs multi-channel and multi-pronged approach.
2, content: fun, interesting to spread.
Advertising is becoming more and more boring. The content that we find interesting and even willing to find by ourselves presents two interesting characteristics: first, it is true, and only real things can drive us and produce * * *; The other is fun, even nonsense, as long as it can make others willing to help you spread it.
The boundaries between entertainment, fun content and advertisements will become increasingly blurred, and sometimes you can't tell whether an advertisement, a joke or a humorous story is playing. Content itself has its own communication ability, which is two-way interaction, while advertising is only one-way communication. The more you develop, the more you rely on interaction. So fun and interesting content becomes more important.
3. Social communication: immediate detonation and free communication.
What's the difference between socialized communication and traditional communication? For example, let's do an activity and put an advertisement on a big screen. If this communication is just this screen, the scope of communication is very limited, but if all of us take videos and pictures and put them in the circle of friends, or forward some pictures of friends sent by others, how many people can we figure out?
You don't have to spend money, others help you spread it, which is multi-spread. Simple calculation, if one person passes it to twenty people, it will be passed to three times, and this seed can be passed to eight thousand people! That's the beauty of socializing.
Moreover, the social material is not purely from the Internet, and traditional content can also be socialized through the Internet.
4. Brand: Need patience.
The biggest feature of social media or self-media is that it will be very lively once it is detonated, but at the same time its shortcoming is that it is too persistent. The activity itself can be lively, but building a brand requires patience.
Brand has two key words: label and persistence. If you want to build a brand, you must put on your own "label". However, the challenge is whether you can guarantee that every explosion will be labeled the same. If it can only be detonated once, it can be unlabeled.
Brands cannot be made in a day. Take Nike football shoes as an example. Because they can't compete with Adidas in technology, Nike only labeled them as "fun" from 1994 when the first pair of football shoes was launched in the World Cup in America to the World Cup in Germany in 2006. It was not until the 20 10 World Cup in South Africa that Nike changed the label to "performance" and spent 12-65438.
The new retail outlet is not as good as selling happiness.
The development of e-commerce has entered a mature stage, and the markets of Ali and JD.COM are saturated. Start online and grab the head offline. This is the trend, and e-commerce will definitely go on. Why?
Not only should you grasp the customer experience, but you can only develop offline if you want your business to continue to grow. Ali bought Suning, Intime Department Store and An Baili. JD.COM buys Yonghui. The company needs to grow. If it stays where it is, it will grow slowly.
In fact, e-commerce and traditional retail have a common purpose-how to sell things in the most efficient way, so sales are the purpose.
The traditional retail and e-commerce competition has no advantage because the operating costs of property and personnel are too high. If the traditional industry uses the price method to talk to e-commerce PK, this is the stupidest move and will lose. The trial value that the original store can provide is no longer important. Because you also buy socks, online shopping can list all the performance and price in front of you, and it is much more troublesome to compare prices in the store, so this part of the value of traditional retail is also disappearing.
There is only one value left in traditional industries: selling places.
When the value of your existence has become small, where is your real way out? Two shopping malls on Huaihai Road, Pacific Department Store, have closed down, but k 1 1 is crowded, which is obviously not a business circle problem.
We see that traditional industries will close down if they do not change themselves. If you change, you must change your purpose. Selling is not your purpose, but the result. No matter what the purpose of your design is, it is to make consumers enjoy it.
The best example is: Eslite Bookstore. Does anyone really go to Eslite Bookstore to buy books? And it is a book whose original price is not discounted. You can buy the same book at a cheaper price, but you don't think so. Be sure to buy it at Eslite Bookstore.
Buying books is just the result. You don't want to buy books when you go. The whole experience is more than just a touch and a look. This experience itself is a part of spiritual enjoyment.
This part is exactly what the internet can't do, and this is the selling point. This is not a place to simply sell things, but to bring you spiritual enjoyment, far beyond the experience of simply buying things. This is the new retail in the future.