I. Overview of the status quo of the safe industry:
With the rapid development of reform and opening up over more than 20 years, China's safe industry has developed from the traditional mechanical safe to the electronic password safe, and the magnetic safe has entered the golden period of development. Fingerprint safes have become an industry closely related to people's lives. In 2006, the production and sales volume of Chinese safes was 12 million units. By 2007, it is expected to reach 14 million units. With the advancement of the construction of Ping An City, the cities, communities and rural areas where we live have also been quietly changing. Anti-theft alarms, video surveillance, life safety, property security, and shelter security. Safes have evolved from fashionable consumer goods into a necessity for people's lives, and the safe industry seems to be ushering in a brand new era of gold plating. How to meet the spring of the development of the safe industry requires constant improvement in terms of industrial management, market regulations, and technological innovation.
Second, the necessity of implementing a differentiation strategy How does the company seize the opportunity and develop in the spring of the development of this safe industry? From August of last year to March of this year, I conducted a large number of field investigations and research, and through in-depth investigation and verification of no less than 15 companies with substantial scales of safes, we found that the existing competition strategy of safe companies is still Mainly based on low-cost strategies, such enterprises account for about two-thirds of the industry. Such enterprises have only a single competitive approach and have not yet formed a mature marketing concept and competitive strategy, resulting in a lack of market competitiveness and a high elimination rate in the industry. From this I realized that safe companies must go out of the cycle of homogenization and price wars and must take a differentiated strategy! The so-called differentiation strategy is also called the characteristic business strategy. It means that the company provides unique products and services to the market, and establishes something unique in the entire industry to meet the special needs of customers, thus forming a competitive advantage. A strategy. Now it is not the seller's market in the era of planned economy. Now that the company wants to develop, it must turn around its needs, and it must create advanced, reliable and safe products that are suitable for modern rhythm products. The differentiated strategy is divided into differentiated product strategies and differentiated marketing strategies. To adopt a differentiated product strategy, it is necessary to look for new technologies in the industry, to stimulate the market with new selling points, and to increase the company's market share in the industry. At the same time, it incorporates a differentiated marketing model to enter the market. It is the most commonly used one in modern marketing strategies. In a sense, creating customers is creating differences, and there are differences in order to have a market in order to be invincible in the same industry competition. The "difference" pursued by the differentiation strategy refers to the product's "incomplete replacement", that is, in terms of product function, quality, service, marketing, etc., the products provided by the enterprise for customers are irreplaceable by some opponents. To implement a differentiated marketing strategy, we must first base our study on scientific, meticulous market research, market segmentation, and market positioning. The key to implementing a differentiation strategy is to strengthen the management and control of the entire marketing process.
Drucker, the management guru, once said in describing the definition of the company that the company's purpose is to exist outside the company itself. The purpose of the company is only one definition. This is to create customers. How to create customers? On the surface, companies provide different customers with the same product, but in reality, what the customer buys may be fundamentally different. The same is to buy a house, some of the purchase of a pure house to live in, while others are more attached to the location, the brand of these things outside the house. "Millions of buyers, ten million buy neighbors" reflects the needs of different customers. The same is the purchase of clothing, older people pay more attention to these features of the winter and summer and cool, and young people may be the style and popularity as the preferred content. Segment the market and create customers. The difference in customer perception of goods is the main factor that determines whether he is the final consumer. From the perspective of the producer, whether the product is welcomed by the customer, the most important thing is whether he can distinguish his product from his competitors. Consumers fell in love at first sight. So in a sense, creating customers is creating differences. There are differences in order to have a market in order to be invincible in the same industry competition. Differentiated marketing means that companies rely on their own technological and management advantages to produce products that are superior in performance and quality to the current level of the market, or in terms of sales, through distinctive promotional activities, flexible marketing methods, The thoughtful after-sales service establishes the brand image of the company different from the general enterprise in the eyes of consumers. The basis of the differentiation strategy is to capture more marketing opportunities based on the differences in consumer demand.
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