It can be said that almost the vast majority of businesses in the consumer manufacturing industry in today's new consumer era there are opportunities for a complete restructuring.

In the traditional consumer goods manufacturing industry, many people complain that their business is difficult to do, that their business is very "dirt".

But many of these businesses are valued at hundreds of millions of dollars, such as Youtube, which has opened a 10-dollar store abroad.

In fact, China's industrial change is now a once-in-a-lifetime opportunity, so how do we find the opportunity and seize it?

In recent times, Burning Cat has gone to many places. I went to Hangzhou and Shenyang, and saw a group of founders of consumer businesses that are very different from those in first-tier cities.

Most of them are doing traditional industry, or consumer manufacturing, such as opening a baozi store, such as a company selling bread, or selling cloth shoes, or doing traditional catering.

The first thing they do when they meet me is ask the question, where are our future opportunities?

We are in such a dirt-cheap business, neither as cutting-edge high-tech as artificial intelligence nor as amazingly leveraged as the Internet, so how do we transform our view of our business next?

This should be a very common and typical question, as everyone seems to be in the midst of a deluge of confusion on the eve of a major business transformation that is taking place.

So, Burning Cat would like to talk about my own thinking and approach.

1

How to discover new business opportunities?

Anyone who feels lost has only one reason to do so: they don't know what to do.

Anyone who doesn't know what to do is not finding a way to discover new business opportunities.

All the people who complain to Burning Cat are just too tired of the fact that their business track isn't good enough.

Shoe sellers complained to me that the shoe market is overcrowded, with limited volume and limited mind, this market is hopeless, he would say, look even Belle can't sell, Daphne is closing stores.

The bread seller told me that business is too difficult to do, a few dollars of bread is not profitable at all, the business is really going to be unable to do, I am not going to go to do something else, such as to do investment, or go to do an Internet APP, or not go to do the blockchain speculation coin.

In short, it's all about the industry having no hope and consumers having no demand.

Is this really the case?

If I hadn't seen some new cases, I might have thought that the traditional consumer business of selling goods and products might just not have a big breakout, but in fact, in the course of more than a year's exposure to hundreds of cases of new consumer, I likewise saw a different group of people.

There are some founders, can not stand the quality of milk tea in the past is all flavorings, additives, so do a really good product natural additive tea, business is booming.

There are some founders can not stand to continue to let the user in the street to drink tile soup, also not willing to let the user go back to drink MSG blended soup, so made a new soup store, valued at hundreds of millions of dollars a year.

There are some founders, can not stand to continue to do low-quality 9 yuan 9 free shipping cup products, the heart to polish the product, so made 99 yuan high-quality cups, sales of tens of millions of dollars a year.

What I said, are small business in everyone's eyes, but are slowly growing into a new big business.

While others, however, are still complaining about the difficulty of doing business, what is the key gap in the middle?

I think it's the value of the wish, or whether the mind is positive enough.

If you just want to make money, but do not want to seriously to do to the user to use the product, you may know a lot about marketing, a moment of fire, but the end of the end may be a dismal end, which is called your heart wrong.

In my 5 years in the industry, I've met more than 1,000 founders. Those who started out with a strong commitment to doing something have gone on to become successful, especially in the branding space.

And most of this dedication and willingness comes from wanting to really make a good product or change what's bad in the industry.

So, all the new business opportunities in the field, must not be a single money as the center to think about the problem of thinking mode, so to this point the burning cat can begin to carry out a round of small summary, to meet the basic conditions of what has to be found in the old business field of thinking about new business opportunities:

1. you in the end is the user for the demand for the thinking or the cost of thinking for the thinking of the orientation?

Recently, I have also met with the founders of several traditional enterprises, don't look at the mouth chattering about Internet thinking, in fact, rooted in the bones of contempt for the user's thinking habits.

Real mention of the most core changes, the mindset simply can not change over, not moving is that we calculate an account, this business is not profitable.

This is because they are still the traditional channel distribution thinking, do not see the entire marketing environment is showing a socialization, diversification, de-mediation and traffic decentralization trend.

If you can't understand the channel is not just the so-called touch the net thing, you can never understand the so-called user thinking.

Two weeks ago, the burning cat met an Internet product manager from the consumer goods entrepreneurs, he mentioned to me an Internet extreme product thinking is very shocking to me, he felt that all the reconstruction of the core logic of the new consumer products is called the pile of volume.

It is to reconstruct the product with parametric thinking and thinking logic, to dismantle a consumer product in terms of elements or even bits of physical information units, and then to reconstruct your product in each element dimension.

Packaging used to the user's most satisfied with the extreme, the design of the user's most satisfied with the extreme, product design materials used to the user's most satisfied with the extreme, marketing copywriting to the user's extreme, the value of these to meet and then go to think about product pricing issues.

Because the so-called price, in the new consumer era, has become the user think value, all the prices are worth.

So a Zhangqiu iron pot can be sold at a high enough price.

A toothpaste can also greatly exceed the current psychological price of the shelf.

A cup of tea can be sold from 15 dollars to 30,.

The new consumer era, the logic of reconstructing business, really has had to become user-centered, rather than cost-oriented thinking.

2. Are you thinking in terms of spiritual needs or functionality?

The second level of thinking needed to reconstruct the law of new business opportunities in the new consumer era is to understand that all material consumption has been turned into spiritual consumption needs after the era of market surplus.

Today's young users, under the amplification of social media, care more and more about their own labels.

Consumption of products is no longer to meet the needs of functional attributes (but the basic functions must be done).

Consumer products actually become a need for self-expression.

I go to Netflix to consume, I clock in Netflix to express my exquisite middle-class life.

I buy knowledge payment, I buy all kinds of courses, is to prove that I work hard.

I get up all kinds of early, I punch cards in all kinds of groups, is to express that I am very progressive.

In short, there is a growing need to express labels and assertions of self-worth, whether consuming any material product.

I need to show that I am just different by consuming material things.

If the new generation of business is still talking to me about basic features at every turn, the odds are high that it won't work.

The new generation of business people, who do not understand the cultural connotation of this era, who do not understand what the young people are pursuing, it is difficult to make a new generation of good products.

3. Is running a brand a flow of marketing thinking, or user operation thinking?

The traditional brand marketing is still pursuing the flow of thinking, as well as brand reputation.

In essence, it is still the law of thinking centered on the enterprise itself.

And it is not easy to shift the brand from a traffic-centered thinking dimension to a user-centered thinking dimension.

Traffic can't be retained, only converted.

But users can be retained, so the community business, content e-commerce value will be more and more.

The user-centered business model is a brand that is a community.

You are doing women's products, whether you can naturally precipitate female user groups, you are doing automotive product brands, whether you have to do automotive community thinking.

So, the final counterpart of any product brand is the crowd, only with the crowd, with the users can the brand have great commercial value.

In the era of running a brand, the user relationship is one-dimensional. There is only a single relationship between the brand and the user.

In the era of operating users, users are multi-dimensional, and users and users can generate connectivity and multi-dimensional trust relationship.

The stronger the trust relationship, the more it relies on multidimensional relationships.

So the brand's management of users is the management of the brand's multi-dimensional trust. But the vast majority of brands currently can not do this, still stuck in the management of the brand rather than the user era, after all, the user operation is not every enterprise has the ability.

With the above three new thinking thinking, to apply in your so-called traditional business thinking, you will certainly find new business opportunities.

2

The 7 Laws of Redoing Old Business

With the above three kinds of underlying thinking, just the beginning of reconstructing your business, you also need to know more specific methods and cases, so Burning Cats will tell you the 7 kinds of effective reconstruction of the law.

1. The law of deep transformation of the scene

Everyone should be impressed by the deep rise of a company in the past few years, which is called Mingchuangyoupin. There have been thousands of articles written about it.

For example, how the owner opened a 10-dollar store to foreign countries, the inspirational story behind it, I'm not going to talk about it here.

In fact, there are the same 10-dollar stores all over the streets, and the 10-dollar stores of the famous creative bosses were once on fire back in the day.

Why is Famous Creative just hot again?

In the past, street stores were not hot because the user's consumption scene has changed, users are now popular in shopping centers, one-stop consumption.

So the $10 store business is still the same $10 store business.

But by moving the $10 store business to a shopping center, it becomes a whole new business.

As soon as the scene changes, the business model changes, and it creates a change in the old and new business models.

The theme word for thinking about industry and industrial business today is reconfiguration, not subversion.

Disruption is no longer applicable to the new business civilization, reconstruction is, reconstruction is on the shoulders of giants forward.

Taking this law to push back, it can further derive a lot of new business opportunities after the scene change.

In the past, popcorn may only be sold in the scene of the movie theater, today can appear in the supermarket this new scene.

In the past, steak could only be eaten in a Western restaurant, but now it can become a freshly fried steak in the lobby of a shopping center.

Convenience stores that used to open on the curb and down the street can now open right into the office.

These are all traditional business scene reconstruction, the kernel does not have any substantial changes, but the scene has changed, it also becomes a new business opportunities.

So try to see if your business has become a new business opportunity as your selling scene has changed.

2. The Law of Low-Dimensional Advancement and High-Dimensionality

There are a lot of small, insignificant businesses in China that have gone undiscovered in the past.

Recently, Burning Cat has discovered many of these companies, such as a company called Mrs. Good that sells hangers.

This company went public, and it gave me a big shock.

If one day you graduated from a 211/985 prestigious university, and your parents said you'd open a hanger factory, did your mind instantly collapse.

What kind of business is this? It's not the same as letting me sell tea eggs.

But there are people who quietly do in this field, and also made a listed company.

But that's not the point, the point is that in a market that looks like a red sea with no technical content, how can we break out.

The core is to take advantage of the time you face the opponent is still a small workshop, you have to use the industrial civilization to harvest the commercial latitude of the agricultural civilization.

So the first company to establish a central kitchen and standardization in catering is the company of industrial civilization.

While the establishment of standardization, but also the brand can be personalized out of the company is a higher-dimensional company.

If you can go on to form a monopoly of the mind in a niche area, you are an even higher-dimensional company.

So, in a field like Goodwife, who prioritizes to build industrial scale production as well as scale distribution will be a high dimension.

If whoever opens the brand strategy first may be another new dimension.

In fact, there are still many opportunities in China in the field of business is still in the era of farming civilization, who first entered the industrial civilization, you are already strong, if you then enter the industrial scale is another apex of the business civilization.

People who have played the game of civilization know that whoever prioritizes the construction of a higher-order industrial system than the competitors, who has a moat and barriers.

Consumer goods track many areas of such old and new conversion opportunities.

3. The Law of Platform Dividend Migration

Burning Cat loves to read history and review the past.

After reading thousands of years of human history, borrowing the opening phrase from the book Romance of the Three Kingdoms, it is a long time to divide, a long time to divide.

Every wave of the rise of great powers will give birth to a new round of world powers.

And it will be interesting to look at the consumer goods channel shift in China today from a historical perspective, with some people being able to capitalize on this old/new channel shift almost every time.

Burning cat has a good friend, selling cups from the beginning, when by 9 yuan 9 selling cups to start. In the beginning, it was the first wave of dividends that ate through Xbao.

When the Xbao dividend is no longer, he is keenly aware of the content of the e-commerce dividend, so ferociously full into the new channel.

Now the rise of social e-commerce, and all-out sprint to social e-commerce traffic dividend.

But if you just migrate completely and don't make changes, your business can't be called a new business.

He does not just go with the platform to change, but more importantly, every time the platform changes, he complies with the platform to improve the product, so that the product slowly to meet the new needs of the current channel.

This is also the completion of the reconstruction of new business opportunities.

So the business is still the same business, but the use of the channel dividend changes, constantly changing their business model is very important.

4. The Law of Product Contradiction

There was an in-depth exchange with Mr. Ye Maozhong, a veteran of the marketing industry, at the beginning of the year, and Mr. Ye believes that the essence of marketing is to find a point of contradiction.

Burning Cat believes that the old business becomes the new business, and the reconstructed business is also to find the old product and the new user's point of conflict.

In the past, users also had to drink milk tea, but the unhealthy milk tea and the harm of flavorings were the important points that led to the decline of milk tea stores in the past.

Xi Cha and Nai Xue's tea reconstructed the product, and meet new user needs.

And the process of reorganization is to find the point of conflict between the old model and the new users.

Using this rule, we can deduce a lot of new cases.

The biggest problem with eyeglasses in the past was that they were considered profitable and not fashionable enough.

And then brands like Yummy would come out and solve the problem delivering it to new consumers. So put yourself in the shoes of the business of your industry and look at what the new users of your industry are and look for points of conflict.

When you think about it this way, there are so many, so many areas where you can go and reconfigure your business, and a lot of traditional industries are facing this problem.

5. The law of technological change

Last year, there was an explosive Netflix product called the hot pot, which is in fact a typical new technology to change the field of traditional business.

Without the change in heating technology, it would be difficult for users to eat instant hot pot.

There would be no such Netflix product.

Again, I have been mentioning Zhouheiduck, Zhouheiduck from a regional brand can realize the expansion of the national brand, there is a technology can not be ignored.

That is the emergence of the famous locking technology. Without the lock fresh technology, there is no convenience of cross-regional expansion and scene diversification.

So a key technology is sometimes a huge boost to an industry.

So, you need to see if there is a new technology in the niche you belong to that will lead to the evolution of the business or not.

Is your business applicable to technology's push on productivity or not.

6. The Law of Crossover Combination

Neixue's Tea is well versed in this law, and early on relied on the crossover of tea + bakery to improve ping efficiency and increase user connectivity.

By combining two products that do not seem to be so related, through a cross-border combination, a new reconstruction of the business is formed.

The bookstore was originally a traditional business, even an old one.

But by combining bookstore + coffee, it can be transformed into a new business format.

Supermarket is an old business, but the restaurant + supermarket together is a new business.

Will the future of bookstore + tea, bookstore + gym a variety of business mixed into a piece of new business model?

The cross-border combination is like the combination of civilization's species, which can complete the reconstruction of two genes, which is the reconstruction of civilization, so I don't want to simply understand it as the matching of two models, but the hybridization of two types of business.

7. Low-frequency to high-frequency law

The last traditional business reconfigured into a new business law is the law of low-frequency to high-frequency business.

For example, eyeglasses are a low-frequency business law, a person may just change glasses once in a year or two.

How about turning a low-frequency business into a high-frequency one?

Developing eyeglasses service periphery, or by instilling an idea of how many pairs of eyeglasses a user needs in life.

These are all things that will allow users to realize the consumption from low frequency to high frequency.

If your industry is a low-frequency industry, lowering the price or diversifying the consumption scene is the solution.

3

What industry business is suitable for redo?

In fact, there is a simplest way to judge, the market size is large, but scattered industry; market disordered competition, there is no leading industry. The market is at a very low level of the industry.

Back to the beginning of the topic I said, now it is not more difficult to do business, is more difficult to do your business.

Today's China is still full of opportunities, all kinds of new and old thinking, the old and new momentum of the conversion, the opportunity for industrial change is once in a lifetime.

Try to validate your industry with the 7 laws I mentioned, and you'll have a whole new way of thinking.

At all times, in all eras, there are opportunities and chances.

Whether or not you can catch them depends a lot on how you think, how you think and how you act, and how much you have the will to revolutionize your business.

And change is often the most painful and difficult.