Interpreting the source code of Chinese marketing
Regarding the domestic second- and third-tier markets, they are not afraid of rich people, and they are not afraid of the right people. Huang Kun, who I know, is "a terrible person with a heart." Half a year ago, he said that he wanted to make a book about China's second- and third-tier markets. At that time, he had not talked with him. He suddenly sent me hundreds of thousands of words of manuscripts, let me write a preface. In conjunction with the secondary and tertiary markets I have visited, I will talk about my understanding of the secondary and tertiary markets in the Chinese market. Before opening the squad, let me tell a little story:
On one occasion, French soldiers and the German forces jointly exercised the purpose of the exercise to destroy a target in the forest. The French tanks are long and accurate. The Germans used American tanks with a high degree of automation and a short barrel. After receiving the instruction, the French soldiers immediately sent a person to climb the tree, first find the apex of the two churches as reference points, then input the measured data into the computer, adjust the angle according to the computer calculation results, and finally shoot; then, according to the The deviation of one shot is recalibrated and the target is hit in the second shot, which takes X minutes. The Germans were different. They shot in the general direction, then continued to advance, shoot, adjust the deviation, and finally destroyed the entire forest used for the exercise before hitting the target. But when it comes to time, they use less time than the French.
Huang Kun’s book with Chinese characteristics has inspired me: he is not the earliest one in the understanding of China’s second- and third-tier markets, and he is not necessarily the best one, but he is currently the most systematically scattered. "Pearl" is designed as a popular "necklace" designer, and the scattered information is deeply processed into a well-founded and theoretically-accepted master. His writing style is "German-style"--first shooting, then aiming, Therefore, he became the first person to study the second and third-tier markets in China. His works have also become the pioneering work of interpreting China's second- and third-tier markets. For enterprises, the second and third-tier markets must also be shot first, then aiming. Otherwise, if you miss the opportunity, you will pay too much for the cost and cost.
This is not a hole in the wind, but I have a personal experience: since July 2002, I followed Mr. Liang Qingde, the chairman of Galanz Group (the company called Deshu), visited the Chinese market more than ten times, investigated nearly 100 cities and found China. The second and third-tier markets have huge potential and unlimited business opportunities. Uncle Deo put forward the "flexible, timely, practical and effective" eight-character policy, requiring the marketing center to move down, killing the second and third-tier markets, establishing "direct troops" and establishing "base areas". Insert the "red flag" into each county town and create a "new China market tide. In 2003, most of the increase in microwave ovens in Galanz China market came from the "gold mine" in the second and third-tier markets of the second and third-tier cities.
China is not only a "world factory", but also a "consumer gold mine": First, the population is large, and China's total population has exceeded 1.3 billion, of which the county-level and rural population accounted for more than 1.1 billion, accounting for 90% of the total population. For the 238 million households composed of more than 800 million rural people, the penetration rate of any commodity will increase by 2.8% and the demand will increase by one percentage point. Second, the amount of money will be increased by county and city level. The amount accounts for 69% of the total national consumption, which is twice the consumption of the central city. It can be seen that the market size of the second and third-tier markets is huge. However, due to the duality of China's economic structure, the stratification of consumption structure, and the differences in cultural customs, these large and small "gold mines" are not distributed according to China's administrative regions, which determines the development of China's second and third grades. The market is complex, challenging, forward-looking and difficult.
At present, a group of prophets in the Chinese business community have keenly discovered this latent “consumer gold mine†and invented various “mining methods†through their actual combat: such as the ground and air cooperative distribution network of Bird Mobile , Doraha's cobweb marketing body, sturdy drum model team and brush wall movement, Hualong instant noodle dealer stock holding system, Coca-Cola's township market, everything, Galanz's caravan activities, etc. In the marketing army of China's second- and third-tier markets, there are both successful “golden people†and failed “gold diggerâ€. However, whether it is successful or not, it has a “signature†for Chinese companies and even multinational companies. Forerunners have paid huge “original costs†and “exploration costsâ€, which have reduced the “risk factor†and “development cost†for our latecomers and followers, but the essence of marketing lies in the flexibility. No company can rely on it. It takes a lot of fruit to copy the so-called "success model", just like you can read the works of great people, but you can’t Because theory is simple, practice is difficult. However, we cannot "eat because of toothache." Everyone says that business operations should be market-oriented. The so-called market orientation is "opportunism". Find opportunities, seize opportunities, create opportunities, and must not commit dogmatism. mistake. Multinational corporations have entered the Chinese market, and have proposed "localization" therapy to solve the problem of "acclimatization". The so-called "chemicalization" is digestion, that is, absorption, or action, as a local Chinese enterprise in the hometown, facing the "golden door" with huge gold content. "Market, we can't miss the opportunity, but we must learn from China Mobile, we must learn from PHS, and do "motion zone, my site listens to me", "Little Smart, communication, want to play".
"Prepare, shoot, aim"
How to get through the second and third grade markets and do my site to listen to me? I think that the market is ever-changing and there are certain rules:
Shooting first, then aiming at the market is an opportunity, sometimes a slow shot, waiting for us is no longer gold but yellow sand. If we compare the market opportunity to a wild goose, we can't discuss how to cook without laying down the geese. Is it fried or boiled, when we want to fight again, the geese have already flew without a trace, and the market must be opportunistic, act immediately, act immediately, seize opportunities, solve problems in action, and gain happiness and fruit in action. .
First peasants, post-poets China's second- and third-tier markets are essentially a native China. Therefore, to develop second- and third-tier markets, we must learn from local marketing master Mao Zedong, first to analyze the various classes in rural China, and win the trust of farmers. Then we will formulate a suitable distribution policy for the road, play local tyrants, and divide the fields; when the enemy and the enemy change, seize the opportunity to launch three major battles and liberate the whole of China. The famous American journalist Snow wrote in "The Westward Journey": "Mao Zedong and his party succeeded because they learned how to work with the proletariat, the revolutionary intellectuals in China, and the peasants still living in the Iron Age. The establishment of the alliance is based on his understanding of China's national conditions." Mao Zedong dared to despise all authority and dare to challenge all the strong, not because he is particularly strong, but because he has millions of sincerity behind him. Supporting his masses, he is not a person, but a large group that occupies the vast majority of the total population. This is the fundamental reason why Mao Zedong’s “weak marketing†has hit the invincible world. To be a second- and third-tier market in China, we must learn to use the "female marketing", dare to despise all the so-called master marketing theories, adhere to the marketing road with its own characteristics, first become a farmer, pragmatic and pragmatic; then be a poet, passion Innovation.
Focusing first, then rolling in the Jewish Bible records a story: the stone falls on the vase, the vase is broken; the vase falls on the stone, the vase is broken... This story is a Jewish sage who is telling the children, at all times Use this principle to create a situation where I am a stone and a competitor is a vase. When Mao Zedong was frustrated in the autumn harvest uprising, he also said a similar story: Chiang Kai-shek is like a big water tank. The Communist Party is like a small stone. Although the small stone is small, it contains enormous energy. One day, the small stone will break the big water tank. .
From the perspective of marketing, China's second- and third-tier markets have many advantages. If the comprehensive development of the pavement is fully developed, it will not be able to form a sharp knife effect and will only waste limited resources. Therefore, we must choose the weak links of competitors to concentrate resources, focus on refocusing, break through the points, deepen the market, establish our own "base", sum up a set of original marketing theories, and then radiate, Forming a "straight flush", this will make yourself a "small stone" with huge energy, defeating a beautiful "flower vase" and a seemingly powerful "water tank".
If the Chinese market is likened to a PC that is constantly changing, the one or two rules that I am talking about are only the most basic and simple "input method" for entering the second and third-tier markets in China. If you want to really crack the "Chinese marketing" The source code also requires more entrepreneurs and marketers to continually design and create more original "operating systems", borrowing a famous quote from President Roosevelt: "Treatment of democracy, only more democracy", the same To solve marketing problems, only more marketing.
"Prepare, shoot, aim" --- China marketer, are you ready?
1
On one occasion, French soldiers and the German forces jointly exercised the purpose of the exercise to destroy a target in the forest. The French tanks are long and accurate. The Germans used American tanks with a high degree of automation and a short barrel. After receiving the instruction, the French soldiers immediately sent a person to climb the tree, first find the apex of the two churches as reference points, then input the measured data into the computer, adjust the angle according to the computer calculation results, and finally shoot; then, according to the The deviation of one shot is recalibrated and the target is hit in the second shot, which takes X minutes. The Germans were different. They shot in the general direction, then continued to advance, shoot, adjust the deviation, and finally destroyed the entire forest used for the exercise before hitting the target. But when it comes to time, they use less time than the French.
Huang Kun’s book with Chinese characteristics has inspired me: he is not the earliest one in the understanding of China’s second- and third-tier markets, and he is not necessarily the best one, but he is currently the most systematically scattered. "Pearl" is designed as a popular "necklace" designer, and the scattered information is deeply processed into a well-founded and theoretically-accepted master. His writing style is "German-style"--first shooting, then aiming, Therefore, he became the first person to study the second and third-tier markets in China. His works have also become the pioneering work of interpreting China's second- and third-tier markets. For enterprises, the second and third-tier markets must also be shot first, then aiming. Otherwise, if you miss the opportunity, you will pay too much for the cost and cost.
This is not a hole in the wind, but I have a personal experience: since July 2002, I followed Mr. Liang Qingde, the chairman of Galanz Group (the company called Deshu), visited the Chinese market more than ten times, investigated nearly 100 cities and found China. The second and third-tier markets have huge potential and unlimited business opportunities. Uncle Deo put forward the "flexible, timely, practical and effective" eight-character policy, requiring the marketing center to move down, killing the second and third-tier markets, establishing "direct troops" and establishing "base areas". Insert the "red flag" into each county town and create a "new China market tide. In 2003, most of the increase in microwave ovens in Galanz China market came from the "gold mine" in the second and third-tier markets of the second and third-tier cities.
China is not only a "world factory", but also a "consumer gold mine": First, the population is large, and China's total population has exceeded 1.3 billion, of which the county-level and rural population accounted for more than 1.1 billion, accounting for 90% of the total population. For the 238 million households composed of more than 800 million rural people, the penetration rate of any commodity will increase by 2.8% and the demand will increase by one percentage point. Second, the amount of money will be increased by county and city level. The amount accounts for 69% of the total national consumption, which is twice the consumption of the central city. It can be seen that the market size of the second and third-tier markets is huge. However, due to the duality of China's economic structure, the stratification of consumption structure, and the differences in cultural customs, these large and small "gold mines" are not distributed according to China's administrative regions, which determines the development of China's second and third grades. The market is complex, challenging, forward-looking and difficult.
At present, a group of prophets in the Chinese business community have keenly discovered this latent “consumer gold mine†and invented various “mining methods†through their actual combat: such as the ground and air cooperative distribution network of Bird Mobile , Doraha's cobweb marketing body, sturdy drum model team and brush wall movement, Hualong instant noodle dealer stock holding system, Coca-Cola's township market, everything, Galanz's caravan activities, etc. In the marketing army of China's second- and third-tier markets, there are both successful “golden people†and failed “gold diggerâ€. However, whether it is successful or not, it has a “signature†for Chinese companies and even multinational companies. Forerunners have paid huge “original costs†and “exploration costsâ€, which have reduced the “risk factor†and “development cost†for our latecomers and followers, but the essence of marketing lies in the flexibility. No company can rely on it. It takes a lot of fruit to copy the so-called "success model", just like you can read the works of great people, but you can’t Because theory is simple, practice is difficult. However, we cannot "eat because of toothache." Everyone says that business operations should be market-oriented. The so-called market orientation is "opportunism". Find opportunities, seize opportunities, create opportunities, and must not commit dogmatism. mistake. Multinational corporations have entered the Chinese market, and have proposed "localization" therapy to solve the problem of "acclimatization". The so-called "chemicalization" is digestion, that is, absorption, or action, as a local Chinese enterprise in the hometown, facing the "golden door" with huge gold content. "Market, we can't miss the opportunity, but we must learn from China Mobile, we must learn from PHS, and do "motion zone, my site listens to me", "Little Smart, communication, want to play".
"Prepare, shoot, aim"
How to get through the second and third grade markets and do my site to listen to me? I think that the market is ever-changing and there are certain rules:
Shooting first, then aiming at the market is an opportunity, sometimes a slow shot, waiting for us is no longer gold but yellow sand. If we compare the market opportunity to a wild goose, we can't discuss how to cook without laying down the geese. Is it fried or boiled, when we want to fight again, the geese have already flew without a trace, and the market must be opportunistic, act immediately, act immediately, seize opportunities, solve problems in action, and gain happiness and fruit in action. .
First peasants, post-poets China's second- and third-tier markets are essentially a native China. Therefore, to develop second- and third-tier markets, we must learn from local marketing master Mao Zedong, first to analyze the various classes in rural China, and win the trust of farmers. Then we will formulate a suitable distribution policy for the road, play local tyrants, and divide the fields; when the enemy and the enemy change, seize the opportunity to launch three major battles and liberate the whole of China. The famous American journalist Snow wrote in "The Westward Journey": "Mao Zedong and his party succeeded because they learned how to work with the proletariat, the revolutionary intellectuals in China, and the peasants still living in the Iron Age. The establishment of the alliance is based on his understanding of China's national conditions." Mao Zedong dared to despise all authority and dare to challenge all the strong, not because he is particularly strong, but because he has millions of sincerity behind him. Supporting his masses, he is not a person, but a large group that occupies the vast majority of the total population. This is the fundamental reason why Mao Zedong’s “weak marketing†has hit the invincible world. To be a second- and third-tier market in China, we must learn to use the "female marketing", dare to despise all the so-called master marketing theories, adhere to the marketing road with its own characteristics, first become a farmer, pragmatic and pragmatic; then be a poet, passion Innovation.
Focusing first, then rolling in the Jewish Bible records a story: the stone falls on the vase, the vase is broken; the vase falls on the stone, the vase is broken... This story is a Jewish sage who is telling the children, at all times Use this principle to create a situation where I am a stone and a competitor is a vase. When Mao Zedong was frustrated in the autumn harvest uprising, he also said a similar story: Chiang Kai-shek is like a big water tank. The Communist Party is like a small stone. Although the small stone is small, it contains enormous energy. One day, the small stone will break the big water tank. .
From the perspective of marketing, China's second- and third-tier markets have many advantages. If the comprehensive development of the pavement is fully developed, it will not be able to form a sharp knife effect and will only waste limited resources. Therefore, we must choose the weak links of competitors to concentrate resources, focus on refocusing, break through the points, deepen the market, establish our own "base", sum up a set of original marketing theories, and then radiate, Forming a "straight flush", this will make yourself a "small stone" with huge energy, defeating a beautiful "flower vase" and a seemingly powerful "water tank".
If the Chinese market is likened to a PC that is constantly changing, the one or two rules that I am talking about are only the most basic and simple "input method" for entering the second and third-tier markets in China. If you want to really crack the "Chinese marketing" The source code also requires more entrepreneurs and marketers to continually design and create more original "operating systems", borrowing a famous quote from President Roosevelt: "Treatment of democracy, only more democracy", the same To solve marketing problems, only more marketing.
"Prepare, shoot, aim" --- China marketer, are you ready?
1
64V Battery Pack ,Lithium Battery Box,Lithium Power Pack,Jackery Battery Pack
Zhejiang Casnovo Materials Co., Ltd. , https://www.casnovonewenergy.com