In the industrial chain of the hardware industry, according to the comprehensive factors such as the scale and influence of its development, the growth of the enterprise is divided into five stages:
1, first-class enterprises - to make standards
In an industry, if you can become a leader, you usually have your own standards. The standards here become the standard of the industry. Once the state approves it, this is a veritable industry rule.
In the field of hardware, quite a few industry standards are foreign, not domestic. The following report shows that Microsoft's operating system software currently accounts for 95% of the Chinese operating system market, and has formed a de facto monopoly; Eastman Kodak previously occupied more than 50% of the Chinese film market. After the joint venture with Lelekai, the leading position has been consolidated; Sweden Tetra Pak controls 95% of China's aseptic soft packaging market, an absolute monopoly, Yili Domestic dairy giants such as Guangming and Sanyuan use Tetra Pak's aseptic filling production line and corresponding packaging materials.
I’d like to hear that the recent DVD’s foreign royalty of $2 billion/year’s market ended in 2007, because the country is preparing to use its domestic standards; in the past, DVD exports were constantly paying royalties, resulting in some manufacturers’ profits in Guangdong. 27 yuan. Luo Baihui, secretary-general of the International Association of Moulds and Hardware and Plastics Industry Suppliers, pointed out that under the era of “high-speed scientific and technological progress, globalization of economic and trade activities, property rights of technology information, and internationalization of game rules”, the hardware industry is relatively at a low point and knowledge of science and technology. China and Chinese enterprises with weak property rights are currently the key to the development of national intellectual property legislation. It is the key to the industry to establish the standards of the industry. The mission of our individuals and enterprises is to be at the height of national interests. At the level of the whole society, we will use various resources and means to exhaust a limited space. Under the background of persisting in reform and opening up, realizing the balance of interests and safeguarding national treatment, we will protect the interests of our country and enterprises to the greatest extent, and jointly promote related industries at home and abroad. The development of the company, continuous innovation, has become the benchmark in the industry.
2, second-rate enterprises - to do brand, culture
In the early stage of market competition, as long as it can produce products with better quality than others, it can win in the market competition. Luo Baihui believes that with the development of science and technology and the wide application of new technologies, new processes and new equipment, products have begun to “homogeneous” and market competition has been pushed into the “brand era”. From this perspective, the competition of enterprises is the competition of brands. These companies are usually the top 10 companies in the industry to divide the market.
Behind the brand is the deep culture of this company. Once a company has the charm of culture, the reputation and degree of the brand will rise to the next level. Culture is the connotation of a company and brand.
3, third-rate enterprises - to do solutions
Just as "Kung Fu is outside the poem," the more powerful weapons of the enterprise are also outside the product. The real connotation is to make the company more competitive than the product, so that the customer is more satisfied with the enterprise, rather than just limited to the product. It is a customer-specific customer solution. Buying a product is worse than buying a service. Buying a service is not as good as buying a solution. The marketing of the hardware industry is in urgent need of a new breakthrough.
Hardware marketing especially needs this strategy for tailor-made solutions for customers.
4, four-stream enterprises - to make product differentiation
Product differentiation refers to companies that change those products that are basically the same in some way, so that consumers believe that these products have differences and produce different preferences. According to the theory of industrial organization, product differentiation is a major factor in the market structure. The degree to which enterprises control the market depends on how successful they are to differentiate their products. In addition to a perfectly competitive market (product homogeneity) and an oligopolistic market (single product), product differentiation is often ubiquitous.
Enterprises have absolute monopoly power over products that differ from other products. This monopoly power builds barriers for other companies to enter the market or industry and form a competitive advantage. At the same time, in the process of forming the product entity or in the process of providing the product, the enterprise creates a speciality that is different from other similar products to attract the purchaser, thereby leading the consumer's preference and loyalty. In this way, product differentiation not only forces external entrants to spend huge sums of money to conquer the loyalty of existing customers, but also creates some obstacles, and distinguishes the company from other companies in the same market, based on product differences. Competing for a favorable position in market competition. Therefore, product differentiation is of great significance to the company's marketing activities.
5, five-flow enterprises - do homogenization, price war
The era of competition based on the core value of products is passing, because there is no shortage of high quality products in this world. Mobile phones, cars, even airplanes, no Nokia, Ford, Boeing, the market will soon be redistributed in the consumer's unawareness.
The standard market competition with Chinese characteristics is like this. After the fight, the price will be spelled out. Everyone has no money to earn. The good products are killed by everyone's concerted efforts. The reason why products and brands do not live long, is that in all likelihood, it is the quagmire of homogenization.
The higher the requirements, the higher the requirements, the higher the standard, the more money you make, and strive to become the first-class in the industry. It is the direction to set standards, and must not be influxed.