The concept of market potential is constantly developing, and all walks of life are also rapidly updating. Market potential refers to the maximum sales that can be reasonably obtained in a certain period under certain conditions. So what is the concept of market potential?
The concept of market potential 1 Market potential refers to the most optimistic estimate of the purchase volume of a product in a certain market in a certain period and under certain conditions.
Market potential refers to the calculation of the maximum market demand under a certain market environment. Its function is to help determine the business objectives of enterprises, tap market potential, expand product sales and improve enterprise efficiency.
concept
Market potential refers to the maximum sales volume that can be reasonably realized within the specified time under given conditions. It means that all products have been completely distributed, and a lot of advertisements and promotions have been made, attracting all customers who may buy products.
Market sales potential is a part of market demand potential. Given the market demand potential, the enterprise's market sales potential depends on the market share, namely:
Market sales potential = market demand potential × market share
Market sales potential is not actual sales (volume), but a possible expected sales (volume). The measurement and research of enterprise marketing potential is beneficial to management decision and rational allocation of resources, helps to determine product objectives and business strategies, and plays an important role in evaluating new products and effectively handling a series of marketing decision-making problems.
influencing factor
There are two factors that affect the market potential, one is the product and the other is the environment. Through the study of these two factors and related factors, we can better grasp the market situation.
Product factor
In terms of product factors, we can study the "4Ps" in marketing: ① product characteristics: taking drugs as an example: such as indications, efficacy, side effects, onset time, etc. 2 channels: such as access to convenience, purchase environment, etc. ; 3 sales promotion: promotion method, personnel promotion effect, etc. ; ④ Price: Is the price too high? Still too low? Can it be reimbursed? What is the reimbursement rate? Wait a minute.
Mainly through the research of these four aspects, we can find out what obvious or potential problems exist in the products and/or competitive products of enterprises, find opportunities from the problems, take measures, and finally achieve the purpose of increasing sales.
environmental factor
Another factor that affects the market potential is environmental factors, which are complicated, but many marketing enterprises have done a good job in the market by grasping or intervening in environmental factors.
Environmental factors: We divide it into macro environment and micro environment. Macro-environmental research mainly refers to scanning the current situation and development trend of politics, economy, society and technology, and looking for new opportunities to increase market potential.
Micro-environment refers to the specific competitive environment in which the enterprise is located, and the change of this environment has a relatively more intuitive and sensitive impact on the future sales of the enterprise. This specific environment can collect data from existing enterprises and competitors, suppliers, buyers, producers of substitute products and potential entrants for analysis and research.
The role of market potential:
1, which is conducive to the rational allocation of investment or existing resources. Decision makers can allocate resources according to the total market potential of various products, not just relying on the sales level.
2. It is helpful to determine the stages of product life cycle and different product goals and strategies.
3. It is beneficial to determine product objectives, marketing strategies and distribution decisions.
Concept of market potential 2 1. Internet service industry
In recent years, the Internet industry is changing the traditional industries at a rapid speed. Its huge gold absorption energy and huge demand and desire for talents have also made the salary increase curve of Internet companies almost steep and upward in the past two years.
Generally speaking, in first-tier cities, the starting salary of first-tier Internet companies represented by BAT for fresh graduates is not high, but as long as they work hard and have outstanding ability, it is actually easy to get an annual salary of more than 654.38 million yuan within two or three years after joining the company.
In third-tier Internet companies, under the same conditions, the annual salary of ordinary technicians can generally reach 1.5 million yuan. The salary of ordinary employees of quasi-second-tier Internet companies can basically reach or exceed 200,000 yuan, which is absolutely enviable compared with many traditional industries. With more than five years of work experience, the income gap of Internet companies will widen.
2. Education and training industries
China's working-age population base is huge, and the demand for technical skills training of the labor force is also huge. The potential of this industry can be seen from the fiery listing of New Oriental. Moreover, at any time, China people are devoted to training the next generation. Therefore, in recent years, counseling and training institutions in primary and secondary schools are also booming. According to relevant data, the whole training market in China is close to one trillion.
3. Agriculture
From the perspective of entrepreneurship, rural areas in China used to be almost a blank sheet of paper. Due to the vigorous development of new countryside and new suburb construction, the demand of farmers and the prosperity of rural market have been promoted, and a large number of entrepreneurial opportunities have been born, which not only attracts farmers' entrepreneurial enthusiasm, but also attracts city dwellers and college students to start businesses. Nowadays, the cost of starting a business in cities is high and the competition is fierce, while the rural areas are full of vitality and outstanding advantages. Rural labor is abundant, natural resources are abundant, and the cost of starting a business is low.
Farmers who are getting richer have a higher demand for material and cultural life, and local governments have successively issued a series of support policies for venture capital, making rural entrepreneurship one of the most attractive and profitable industries. Hare, wild boar, pheasant, grass chicken and blue peacock are very popular in rural areas, and the market is huge, while rural areas urgently need the knowledge, technology, science and technology and talents of urban people.
4. Tourism
Future trend: Data show that the compound growth rate of online travel industry in China has exceeded 30% in recent three years, which makes traditional travel agencies pay more and more attention to the power of online travel market. According to the data of iResearch, an internationally renowned consulting research institution, from 20 1 1 to 20 13, the transaction scale of online travel market reached1313.9 billion yuan,1708.6 billion yuan and 220.46 billion yuan respectively.
5. Cultural and entertainment industry
In the past, it was not easy to make millions from a blockbuster. Now a small movie with a cost of tens of millions can earn more than one billion box office. Behind this box office figure, it shows people's desire for cultural needs now.
A Davos Forum has brought global influence to a Swiss town, which has greatly promoted the local tourism, commerce, culture and hotel industry. Many places in China also have objective conditions to vigorously develop exhibition culture and economy, but they often lack macro ideas. In the modern information age, the media will accelerate the expansion of this new culture, and quickly produce national and even worldwide influence.
6. Smart home
Statistics show that smart home appliances have more than 1 100 million potential customers in China, especially young people who pursue quality of life. They have a high demand for smart home appliances and are the largest potential customer base.
According to the data forecast, it will exceed one trillion yuan in 2020, becoming the fastest-growing key part of the home appliance industry, with broad prospects and huge market potential. At present, there are four bottlenecks in the smart home market: first, it is impossible to grasp the pain points of customers; Second, the purchase cost is high; Third, the convenience of purchase and use is poor; Fourth, customer service can't keep up.
7. Elderly products and services industry
At present, the market demand for products and services for the elderly in China is 600 billion yuan per year, but the products and services provided for the elderly are less than 654.38+00 billion yuan per year. The huge gap between supply and demand makes the aging industry "unlimited business opportunities". China's elderly products and services industry has just started, involving pension institutions, health care products, tourism, real estate and other fields, and all aspects of characteristic products and services have yet to be developed.
8. Biomedical industry
Future trend: Biomedicine is a strategic emerging industry in China, and its pharmaceutical technology will become the main innovation power and core competitiveness of enterprises in the future. In the salary strategy of R&D personnel, we can also see that the biomedical industry attaches importance to R&D personnel.
9. Health management industry
In recent years, China's economy has grown steadily, but at a time when material life is unprecedentedly developed, unreasonable eating habits and unhealthy lifestyles have had a tremendous negative impact on people's health.
10. Information security analysis industry
Future trend: From a macro perspective, the market scale is getting bigger and bigger, and the demand for talents will increase sharply. The construction of smart cities also puts forward new requirements for the information security system. Information security applications in cloud computing, mobile Internet, big data, mobile payment and other fields have gradually become the main development direction of the market.
The concept of market potential 3 China market has strong vitality and great potential.
Quarterly improvement, consumption growth is flexible.
On an ordinary weekend, as soon as a shopping mall in Beijing opened its doors, customers lined up in front of the checkout counter of the gold store. "Ancient gold and cultural gold are affordable and fashionable." Consumers are enthusiastic. In the first half of the year, the sales of gold jewelry increased by over 60% year-on-year.
Just arrived at the meal, the customers in front of several stores on the dining floor of the mall received equal number plates. "Epidemic prevention is in place, enjoy food and feel comfortable." Confidence returned and the catering industry gradually recovered. In the first half of the year, catering revenue increased by 48.6% year-on-year, and the scale of catering consumption basically recovered to the level of 2065438+the same period in 2009.
From daily necessities such as food, clothing, housing and transportation to durable goods such as furniture, communication equipment and automobiles; From cultural office, cosmetics, gold and silver jewelry and other retail commodities to catering, tourism, transportation and other service consumption; From convenience stores, supermarkets and other physical stores to online sales, one item of data keeps rising, and the consumer market shows a steady recovery momentum.
Statistics from the National Bureau of Statistics show that the total retail sales of consumer goods in the first half of the year increased by 23% year-on-year, 9% compared with the same period of 20 19, with an average growth of 4.4% in two years, and the market sales improved quarter by quarter. "In the first half of the year, the national economy showed a steady and positive development trend, and the recovery momentum of the consumer market continued to increase." Dong Lihua, director of the Trade and Economic Department of the National Bureau of Statistics, said.
The big guy's "buy buy Buy" not only boosted consumption, but also created sufficient kinetic energy for economic growth. The data shows that in the first half of the year, the contribution rate of final consumption expenditure to economic growth reached 6 1.7%, and the contribution rate of domestic demand to economic growth reached 80.9%. The huge market with a population of 654.38+0.4 billion and the strong purchasing power of more than 400 million middle-income groups continue to be a reliable guarantee and a powerful engine for China's economic development.
"China's greatest potential in the future is the market dividend. One of China's biggest attractions for global investment is its super-large-scale market advantage, which is a huge domestic demand that continues to grow. " Chen Wenling, chief economist of China International Economic Exchange Center, said.
Industrial upgrading, benign interaction between supply and demand
Walking around the online and offline, many consumers found that this year's home appliances are "updated quickly, with high quality, and of course the average price has also increased".
However, more people are willing to pay for high-quality and high-priced goods, and the sales of high-end home appliances are still hot. According to the report of China Electronic Information Industry Development Research Institute, in the first half of the year, China's home appliance market recovered quickly, basically returning to the same level of 20 19. "China has a vast territory, huge market, rich consumption level and strong purchasing power, which provides soil for the sustainable development of the home appliance market." Report analysis.
Demand pulls supply, and supply creates demand. The advantage of China market lies not only in its large scale, but also in its diversified demand, huge capacity and rich levels, which brings unprecedented opportunities for industrial development.
Quality consumption leads industrial upgrading. "5G mobile phones are very popular. The first thing consumers ask is 5G models. " A salesperson at a mobile phone store in Chaoyang, Beijing said. Smarter, healthier and greener, all kinds of quality and personalized demand constantly incite supply and promote the industry to seize opportunities. From June to June this year, domestic shipments of 5G mobile phones were10.28 billion units, up by 100.9% year-on-year, accounting for 73.4% of mobile phone shipments in the same period.
Broaden the market and expand emerging formats. As of the beginning of July this year, China's express delivery business has exceeded 50 billion pieces, which is close to the annual business volume of 20 18. Ian Yang, global vice president of Intel Corporation and president of China, said that China has a huge market and consumers have the highest tolerance for innovative products.
At the same time, more brands are sinking into the blue ocean, and more industries are investing in the future. The total number of Yum! The number of stores in China exceeds 1. 1 10,000; The number of Starbucks stores in China has exceeded 5,000 ... In third-and fourth-tier cities, counties, towns and rural markets, many local enterprises and multinational companies have opened to the "lower level" to tap the deep potential of the China market.
Tap the potential, and the endogenous motivation is stronger.
What does the recovery of consumption depend on? There is also a set of data that can not be ignored: in the first half of the year, the per capita disposable income of the national residents was 17642 yuan, a real increase of 12% year-on-year, and an average increase of 5.2% in two years, which was basically in sync with economic growth. At present, China's per capita national income exceeds US$ 65,438+US$ 0,000, making it more affluent in an all-round way.
With the increase of income, the level of people's livelihood security has been continuously improved: in the first half of the year, the national pension level has been raised again, the minimum wage has been raised in many places, and the basic living security for vulnerable groups has been further strengthened ... All kinds of benefits have increased consumer confidence and market vitality.