The so-called potential market is composed of customers who have a certain interest in a certain product. For example, for a company that sells motorcycles, all local people who are interested in motorcycles constitute a potential market for the product. So?
Ways to tap potential markets: draw inferences from one example and tap related potential
The emergence of a new product may affect the emergence of several related or similar products, and a series of potential markets will emerge. Let’s take the computer that everyone is familiar with as an example. After the computer was invented, people followed the "vine" of the computer and developed various programs suitable for the computer. Then INTERNET was invented, and now there are countless computer-related products. If someone wants to say, it all requires professionalism. I am just an ordinary company or individual. How can I draw inferences from one example and tap the relevant potential? I think you may gain something from the following story.
Two young men were digging mountains together. One smashed the stones into stones and transported them to the roadside and sold them to house builders. The other transported the stones directly to the dock and sold them to flower and bird merchants in Hangzhou. Because the stones here always have strange shapes, he believes that selling weight is not as good as selling shape. Three years later, the young man selling strange stones became the first person in the village to build a tile-roofed house.
Later, no digging was allowed, only trees were allowed to be planted, so this area became an orchard. Every autumn, Ya'erli trees spread all over the mountains and plains, attracting merchants from all over the world. They transported mountains of pears in baskets to Beijing and Shanghai, and then to South Korea and Japan. Because the pears here have thick juice, crispy meat, and are extremely sweet. Just when the people in the village were cheering for the well-off days brought by Ya'er pear, the people who had sold strange rocks sold their fruit trees and began to plant willows. Because he found that the merchants who came here were not worried about not being able to pick good pears, but they were just worried about not being able to buy baskets containing pears. Five years later, he became the first person to buy a house in the city.
Later, a railway ran from here to the north and south. After people here got on the train, they could go to Beijing in the north and Kowloon in the south. The small village was opened to the outside world, and fruit farmers began to develop fruit processing and market development instead of just selling fruit. Just when some people started to raise funds to set up factories, that person built a wall three meters high and one hundred meters long on his land. This wall faces the railway, backed by green willows, and is flanked by endless acres of pear orchards as far as the eye can see. People passing here by train will notice four big characters: Coca-Cola when admiring the blooming pear blossoms. It is said that this is the only advertisement in the five hundred miles of mountains and rivers. The owner of that wall has an additional income of 40,000 yuan a year from this wall alone.
Methods for tapping potential markets: market transfer, tapping potential through differences
There are differences in customs, traditions, habits, lifestyles and social systems between countries and regions, and the greater these differences. The bigger the market is, the more potential markets there are.
Henan Lianfa Company found through market research that the corn cobs grown by farmers can only be sold locally for more than 10 cents each, while in some big cities a corn cob can be sold for more than 3 yuan during the Spring Festival. That is to say, dozens of times of profits can be obtained. Therefore, the company cleverly used time and regional differences to first use the form of trusteeship to let local farmers plant 5,000 acres of late autumn corn. After picking the fresh corn, it was covered with vacuum cling film and then stored in a warehouse. After the Spring Festival, this batch of corn was put on the market. This alone made more than 3 million yuan.
Ways to tap potential markets: Take advantage of the situation and tap potential in similar areas
After any product appears in a country or region, there is potential in countries and regions with similar technological and economic development status. The market possibilities are huge.
A boss Li from Shanghai went on a business trip to Guangdong. He saw a long queue in front of a restaurant in Guangzhou. When he stepped forward, he saw that it was a flower gourmet shop with nearly 40 kinds of edible flowers. Flowers are favored by customers because of their beauty and health care functions. Boss Li was greatly inspired and believed that if Guangzhou sells well, there will definitely be a market in Shanghai. When he returned to Shanghai, he consulted a large amount of information and contacted relevant flower experts to understand the situation of edible flowers. After many visits to Guangzhou and Shanghai After conducting market research and determining the varieties, plantations were developed in the suburbs to specifically grow edible flowers. The first thing to be grown and sold is the beautiful and delicious arugula flowers. Then came violets, pansies, chrysanthemums, dandelions and so on. According to Boss Li: Among them, pansies and violets are the most popular among customers and chefs because they are colorful and have first-class color and fragrance. Once launched, customers came like clouds.
Ways to tap potential markets: open up new paths and spread to tap potential
The products that are emerging on the market have a process of gradually spreading from developed areas to underdeveloped areas, and from cities to rural areas. , there are many potential markets during this period, and the market volume is quite large.
When competition from emerging things such as Internet cafes and supermarkets intensifies in cities, many far-sighted people turn their attention to the countryside. In rural towns, as soon as these things that are already tired in cities appear, It immediately attracted the attention of young people in rural areas who are pursuing new things, and achieved good results.
Another example is that when washing machines spread from cities to rural areas, Haier had the unique insight to develop a washing machine that could both wash clothes and potatoes, winning a market share.
Methods for tapping potential markets: Exploiting strengths and suppressing weaknesses, tapping potential shortcomings
When a product appears, as time goes by and the environment changes, its shortcomings will continue to be exposed. At the same time, potential markets suitable for this emerged immediately.
In the international market, my country's goldfish fry and eel fry are very popular, but the tools for holding fish are backward, and the mortality rate during air transportation reaches more than 50%, which affects sales and competition. In response to this shortcoming, a plastics factory in Nanjing organized personnel to tackle the problem. After countless experiments, they finally developed a plastic-sealed fry box. After putting the fry in, it was continuously vibrated for 77 hours, and not a single fry died. As soon as this news came out, customers from Tianjin, Guangdong and other places came to grab the goods, and the sales profit tripled last year. For another example, Coca-Cola, which everyone is familiar with, started out as a medicine. Due to sluggish sales, it was developed into a beverage and eventually became world-famous. If its founder had not exploited his strengths and suppressed his weaknesses, Coca-Cola would not have been able to sell well to this day.
Methods to tap potential markets: research and analysis, segmentation and tapping
According to differences in consumer demand, the entire market is divided into several sub-markets. Through research on the sub-markets, Find the most favorable potential opportunities, expand product sales, and increase product market share.
Take throat medicines as an example. As the market leader, Golden Throat has taken 40% of the market share. If competitors compete with it with the same products, they will definitely fail. However, there are now many rivals in the market that are attacking its leadership position. These rivals take advantage of the differentiated demand for products in the throat medication market and the clustered characteristics of the target market to develop segmented and targeted products. For example, Yili Licorice Liangyan, which is currently selling well, targets "smokers" as a market segment, making it difficult for "Golden Throat" to make targeted counterattacks.