Arris-22 marketing rules (22 Business Rules)-8

Arris-22 marketing rules (22 Business Rules)
8. Two strong competition rules
In the long run, any market will eventually become a competition between two horses.
Initially, the status of a new type of product in the market is like a multi-level ladder, gradually,
This ladder becomes a two-level ladder.
The two main competitors of the battery industry are yongbei and durable battery companies.
Shi; the taxi industry is huz and Avis; the mouthwatering is LI Shi delin and scoo; the fast food industry is McDonald's
With Burger King; sports shoes for Nike and ruifeng; toothpaste for teeth and Colgate.
When you conduct a general survey on marketing, you will find that two major companies will be formed in the market.
Competition-one of which produces trustworthy old-grade products, and the other is later
Show.
Looking back at the scene in 1969, there were generally three major brands for a certain type of products at that time. Leaders
60% of the market share, 25% of the second digit, and of the third digit
6%, the remaining market share is owned by specialized trademarks of the store and other small brands. The two strong competing rules
Obviously, this competition is unstable. This rule also predicts that in this competitive landscape
The brand number will reduce the market share, while the market share of the second product will increase.
22 years later, the market share of leading products fell to 45%, and the market share of the second product
It is upgraded to 40%, while the third place is only 3%. Although these data are Coca-Cola, Pepsi, and crown
The market share of cola drinks, but this proportion is basically applicable to other products.
Let's take a look at the long-distance telephone industry. at&t occupies 65% of the market.
The company accounts for 17%, while sprint accounts for 10%. Who will win in the competition in the telephone industry? Who
Will it fail? We don't know (see article 1: unforeseen Rules). People may press the bet.
On MCI.
MCI has been the second runner-up in the sprint, and perhaps it can also be replaced
A long history and trustworthy American telephony company.
Sprint may not be satisfied with being ranked third. 10% sounds rare, but it means 60
Annual sales of US $. Moreover, the market has been rapidly increasing.
However, in the long run, things are very bad for sprint companies. Let's look back at one.
Crown Cola once encountered a situation. As early as 1969, Crown corporation strengthened its franchise system and
With the production capacity of 350 bottle-filling machines, and hired former rival pet food company manager (he once
Coca-Cola and Pepsi are two major companies ). The company also hired New York's most powerful
Sue the Agency's Wells, LiQi and green for promotions. Mary, manager of the Agency Company, falls.
Lawrence claimed to crown: "We will definitely defeat Coca-Cola and Pepsi. Please forgive me for making
In this language, we will put our opponent to death ."
As a matter of fact, Crown company itself is the one who is put to death. In a mature product market
It is not easy to take the third place.
In the U. S. Automobile Manufacturing Industry, despite the magical rectification measures of yaco, Chrysler's position
Still bad. In the long run, this will eventually be a competition between two vehicles.
In the electronic game product industry, in the late 1980s S, Nintendo took a 75% share of the market
First place. The other two companies involved in the competition are Sega and NEC ).
Today, Nintendo and Shijia are working together, while Japanese electric is far behind. In the long run,
This will eventually be the competition between the two games.
Of course, the length of the product competition cycle varies. In the rapidly changing electronic game market,
There may be a fundamental change in the two or three quarters. In the long-distance telephone market, competition is often required.
In 20 or 30, we can see that.
Let's look at the civil aviation industry. American Airlines, which holds 20% of the market, ranks first in the group.
Become Coca-Cola in the air. And the interesting competition will be at Delta Airlines and United Airlines
. Both of them share 18% of the market, one of which will become the sky Pepsi,
And the other will be the end of Crown corporation. In the long run, it seems like competition between the two routes.
Are these competitive endings doomed? Of course not. There are many other marketing rules
The competition results are jointly determined. Besides, as long as your marketing plan is consistent with the marketing rules
It affects your sales to a large extent. When your products are like crown drinks
In the third place in the market, you won't make much progress in competing with the top two companies. They will
Profit from competition (see Article 5th: Concept Concentration Law ).
I understand that in the long run, the marketing competition will be a battle between the two strong, which will help you develop
Strategy.
In the market competition, it is also unclear who is in the second place. Competitors
Marketing skills will play a decisive role. Taking the laptop computer market as an example, Toshiba takes 21% of its cities
The market share ranks first. However, there are five companies in the second place: zenith, Compaq,
Japanese electric, but didu and sharp, each of the five companies owns 8 ~ 10% market share. Watch
It will be very interesting for these six horses to race first to the horse room in only two locations.
Who is Toshiba competing? Who will eventually be the second?
From an economic point of view, there are many compelling product markets such as laptop computers
Competition at home will lead to a huge waste of resources, which is unfortunate. Currently, there are as many as 130 in the market
Type of laptop. The two strong competition rules will decide that there are only a few in the 21st Century
The brand number still exists.
Let's review the history of the U.S. automobile manufacturing industry. In 1904, there were 60 companies in total
195 kinds of vehicles are produced. In the next 10 years, a total of 531 new companies have been established and closed down 346.
Companies. By 1923, there were only 108 companies left. By 1927, this number was reduced to 44.
Home. Today, Ford and General Motors govern the U.S. automobile market, while Chrysler
Tu weibu.
Successful marketers will be focusing on the two best sellers in the market. The legendary General Electric Appliance Company
Jack Welch, president and general manager, recently said: "Only companies that are one of the most popular in the market,
It is possible to win in the increasingly fierce international competition, and those losers can only be reorganized, closed or
For sale ." This idea inspires companies like P & G to become powerful competitors. In
Among the 44 products produced by the company, 32 of them rank first or second among their similar products.
In the early stages of market development, the third or fourth position is also attractive. Product Sales
As the number of consumers is growing, new and inexpert consumers are constantly entering the market. At this time, consumers are not familiar
Which products are in the leading position, so they tend to buy those they are interested in or think there is
Product of gravity. These products are usually third-or fourth-place products.
Over time, consumers are constantly learning and growing. Set Based on "Famous Brands"
They began to pursue brand-name products.
We repeat it again: consumers think that marketing is a competition between products. It is this idea
Maintaining the dominance of two major brand products in the market: "Because they are leaders, they
It must be the best ."