The homogenization of small and medium sized hardware companies

Although China's hardware companies are in the golden age of development, the current development is also very difficult. One of the reasons is that the homogeneity of small and medium-sized enterprises is serious, which has caused the status quo of thousands of people without personality and less vitality. The law of economic development proves that the market is always a dynamic development. Therefore, products will always have vacancies. Today's SMEs aim at the weaknesses of large enterprises, give full play to their own advantages, develop products that large enterprises have no time to care about, fill market vacancies, or become large companies. The assistant, a member of the upstream supply chain, will likewise grow into an outstanding enterprise in the industry tomorrow. In the long run, implementing a differentiation strategy is undoubtedly the inevitable choice for SMEs to achieve rapid development. Market supplementation strategy is a typical differentiated competition strategy.

Market supplementation strategy is a special strategy for market segmentation. The market replenishment strategy is very attractive for SMEs who are trying to avoid direct competition with the industry giants and want to establish their own competitive advantages. This kind of method has a very good effect in domestic and foreign markets. With the shrinking market gap, the global economy will have great potential for development. The division of labor and cooperation among enterprises will certainly be greatly strengthened, and successful companies in the market must The market and change are very responsive. And these, SMEs can do a good job. Market replenishment is not only important for SMEs, but also for smaller product lines and departments in certain large companies. These companies and departments will strive to find a safer and more favorable market base point for themselves.

In the development of market economy, people are very concerned about successful companies, and often overlook the small businesses that exist in each industry. However, it is these inconspicuous fires that, after seeking survival and development in the gap between big companies, become the The trend is that these small businesses are the so-called market supplements. For example, in the instant noodle market of Wugu Dojo, the market has been dominated by many famous instant noodles companies such as Master Kong. Wugu Dojo therefore chose blank marketing points for all big-name companies in the market ---- "non-fried instant noodles" directly and all Deep-fried instant noodles staggered the competition, opening quickly and occupying a place.

The favorable market position is called the fill-in basis. A best “base of supplements and deficiencies” should have the following characteristics: sufficient market potential and purchasing power; potential for profit growth; not attractive to major competitors; enterprises have the skills and resources necessary to hold this supplementary base; The existing reputation is sufficient to counter competitors.

So, how can a company make up for the deficit? The following 10 options are available:

1, according to end-user specialization. Dedicated to serving certain types of end users. For example, some companies in the hardware industry specialize in marketing for a certain category of users.

2, according to the vertical level of specialization. Dedicated to certain aspects of the distribution channel, such as an aluminum factory may be focused on the production of primary aluminum, aluminum parts or aluminum products.

3. Specialization according to customer scale. Specifically for a certain size (large, medium, small) customers, such as some small and medium-sized hardware companies for those who are ignored by large companies to serve small customers.

4, according to a specific customer specialization. Only one or a few major customer services, such as some hardware companies specifically for one or two home appliance companies.

5. Specialization by geographical area. For a particular area or location.

6, according to product or product line specialization.

7, according to customer orders specialization. Specially produced orders based on customer orders.

8, specializing in quality and price. Specializing in the production of a certain quality and price of the product, such as specializing in the production of high-quality high-priced products or low-quality low-cost products.

9, according to professional service projects. Specializes in providing services that are not available to one or more other companies.

10. Specialization by distribution channels. Specializes in serving certain types of distribution channels.

As a market fill-in, there are three tasks to be accomplished: creating a market for filling shorts, expanding the market for filling shorts, and protecting the market for filling shorts. For example, Nike, a famous sports shoe manufacturer, continuously develops special sports shoes suitable for different sports, such as hiking shoes, travel shoes, bicycle shoes, surfing shoes, etc. This opens up countless replenishment markets. Every time a special market is opened up, Nike continues to develop different styles and brands for these shoes to increase market share, such as Nike's inflatable Jordan shoes and Huaraches shoes.

Only by constantly developing products suitable for special consumers can companies open up more markets to fill the gaps. Whenever such a special market is opened up, the product mix is ​​expanded according to the characteristics of the product in order to increase the market share and achieve the purpose of expanding the market. When small and medium-sized enterprises choose to fill the gaps in the market as fillouts, the multiple bases for supplements and shortages can increase the insurance coefficient and spread the risk more than a single basis. Therefore, companies often choose to fill in multiple base points to ensure the survival and development of the company.

British Virgin Group always chooses to enter those industries that are relatively mature and provide consumers with innovative products and services. It can be said that in every industry it has entered, Virgin has successfully played the role of “market filler and brand leader.” The awareness of Virgin brand in the United Kingdom reached 96%, from the financial services industry. To the aviation industry, from the railway transportation industry to the beverage industry, consumers recognize that this brand represents a high-quality, low-cost, and always-fashionable consumer trend."

Sir Richard Branson, president of the group, often described the Virgin Group as a "puppy who grabs something to eat behind the big business." What Virgin offers to target customers is those products and services that big companies didn't think of, or were unwilling to do, but consumers actually welcomed, needed, and benefited from. He intends to select the industry where the surface is calm and consumers are not satisfied with the service. "Competing with those rich and inert brands, it's easy to make customers feel that spending money on us is worth the money." "Being a puppy who grabs things after the butt of a big business, but with a clear eye Innovative style, unique brand connotation, serving specific target customers."

In short, as long as we are good at business, we always pay attention to the small parts of the market that are ignored by large companies. Through professional management and meticulous service to customers, SMEs in our hardware industry always have the opportunity to gain greater market development in the tide of market economy development. space.