Holding the same capital, optimistic about the same category, located in the same business circle, but because it is not the same founder (just thinking differently), the result is different companies. This situation is a major source of difference in the whole market economy.
In this context, the source of enterprise differences is single. If the original capital factors of enterprises are included, and the differences of enterprise categories are added, the source of brand differences becomes a chaotic system. In fact, the market is indeed a chaotic system. Even under the same category, the capital in the hands of enterprises cannot be the same. Even if there is no difference in registered capital, the real capital in the hands of enterprises is different.
But the original conditions in this respect are not fundamental, but the insight of specific enterprises into the actual market and future market.
For example, the catering industry has indeed undergone certain changes, such as the era difference from traditional catering to new catering. This is the first level of insight: whether the enterprise side is aware of the reality of the market.
However, at present, not all catering backgrounds have become new catering. We can observe that most of the catering business districts in the fourth and fifth tier cities are still in the original atmosphere of traditional catering. This is the second level of insight: based on the analysis of the existing market, judge whether the original market needs new thinking.
In other words, even in a traditional environment of 100%, enterprises may break it. Whether the enterprise side realizes that the market may be broken is a small height of knowledge.
select
Homogenization or differentiation is the basic choice.
Choice is based on insight, that is to say, choosing homogenization also requires insight. At the same time, when to homogenize and when to differentiate is also a further migration from insight to choice.
It's not that homogenization is not good. From the specific market point of view, the number of homogeneous shops far exceeds that of differentiated shops.
There are two kinds of homogenization in the market. One is the branches under the same brand-direct stores and franchise stores; Second, the existing model is similar, such as different brands of braised chicken rice restaurant.
Under normal circumstances, the market does not always need differentiation. First, differentiation requires a certain re-engineering cost and is more risky; Secondly, for an era of normal development/delayed development, homogenization is sometimes more valuable, such as low landing cost and no need for education market.
Homogeneity requires courage, while differentiation requires not only courage, but also ability and input. Therefore, we will see that the number of homogeneous shops in the market is indeed higher than the number of differentiated shops.
1, there is no pure homogenization, and the common differentiation is mainly homogenization.
In fact, we can't regard McDonald's and KFC, nor Zhou Heiya and Juewei as homogeneous models, but we can't regard them as absolute differences. In reality, these two differences are also based on certain homogeneity.
Taking homogenization as the differentiation of skin, this model can actually make the brand enjoy the dividend of homogenization, such as controllable cost and delayed demand, and also allow the brand to enjoy certain market dignity.
2. Only when the times have changed can we achieve real differentiation.
Strictly speaking, there is no absolute differentiation in the market. For example, from hot pot to mala Tang, from pickled fish to pickled fish rice, these are slightly different; Southwest seafood has spicy little seafood, and spicy little seafood meets canned food and spicy little seafood canned food. Although this form has obviously crossed the boundary of micro-differentiation, it can not be classified as absolute differentiation.
Great differentiation is not only the differentiation of dishes, but also the differentiation of business model and brand thinking.