Guo: To create the market, we must learn to sell the comb to the monk!

Norehford, general manager of Germany's Johns Hopkins Motor Company, once explained his understanding of the market: "The golden rule of operation can be a statement: The market is created." "This market view is worthy of our modern business thinking." Can the market really be created? Let me go through a little story below to illustrate that the market can indeed create.

Four marketers were assigned to the temple to find monks to sell combs.

The first marketer returned empty-handed, speaking of the temple, the monk said no hair does not need a comb, so a hand was not sold off.

The second salesman came back and sold more than 10. He introduced experience said, I told the monk, scalp to comb comb, not only to stop itching, the head does not itch to comb, can be activating blood, wholesome. Recite the mantra tired, comb your hair, clear your head. This will sell off a part of the comb.

The third salesman came back and sold the Baixin. He said, I went to the temple, and told the old monk, you see these pilgrims more devout, where incense kowtow, knock a few head up hair on the disorderly, Ash also fell on their heads. You put some combs in front of each temple, they finish the head after burning incense can comb combing hair, will feel this temple cares about pilgrims, next time will come again. Bolted off the Baixin.

The fourth salesman said he had sold out thousands of and ordered. He said, I went to the temple with the old Monk said, the temple often accept donations, have to return to others, buy a comb for them is the cheapest gift. You write Ober name on the comb, and then write three words "Ji Ji", said can bless each other, so can be used as a gift reserve there, who came to send, to ensure that the temple incense more prosperous. Blow thousands of off.

This example tells us that markets can be created. The market is also the demand can be created, and the degree of creation will vary by method, creating http://www.aliyun.com/zixun/aggregation/10241.html "> Market demand for the new thinking of our business is very necessary." To create market demand, the prerequisite is to accurately grasp the psychological needs of consumers, the fourth salesman is the biggest harvest, is his entire process to the interests of customers as the starting point for customers to advise, but also to help open up a large market. Create market demand, but also close to consumers, to the appropriate marketing strategy to stimulate consumer demand.

Enterprises in the fierce market competition, on the one hand, of course, in the consumer to find their own market (this aspect with the increasing market competition is more difficult); On the other hand, and the most important aspect, enterprises should try to guide consumers to create their own unique market. Then how to create the market, how the market is created? Some of the strategies provided below may enlighten you.

Product innovation Strategy: some enterprises see what others produce, he also followed the production of what, such enterprises will never find their own market. Product innovation refers to the new product which is different from the market, which is in accordance with the trend of science and technology, society and life, so as to make the customers have a fresh demand, that is, "I have no people, I have new people". Product innovation to achieve a lot of ways, can be product design, brand image, technical characteristics, user services, such as the traditional soy milk renamed "Victoria his Milk", giving its nutrition, the meaning of modern breath, to meet the modern values, thus boarded the elegance.

Market Innovation Strategy: Market innovation, refers to the original product through improvement or direct access to a new market, so as to expand the scope of the target market. New markets can be new geographic markets, or new niche markets, and new markets can be discovered by discovering new uses for products. such as Gillette's security screening razor blade into the women's market, Johnson Company to make baby shampoo into the adult market, bicarbonate was found to be used as a refrigerator deodorant excellent raw materials to sell a large increase, etc., are through market innovation to create a market and very successful case.

Market guidance strategy: the famous Japanese entrepreneur Sheng Morita once said: "Our policy is to guide consumers with new products." "Generally speaking, when you change people's habits, but also to create a market for yourself, and the market initially you have independent." This requires enterprises to guide products or services through the market must be able to bring benefits to people's lives, so that consumers can accept.

Developing complementary strategies: This is a business alternative way of thinking. This strategy is to find ways to make the market bigger, rather than compete with competitors for the existing market, by discovering the complementarity of products. Therefore, enterprises should consider how to expand their markets by developing new complementarities, or by enabling existing complementarities to accommodate larger markets. Another typical example of using complementary products to develop markets is the relationship between software and hardware.

Limiting supply policy: things are expensive, the tight stuff is always good, this is the general understanding of consumers. Suppressing supply is the psychology that caters to consumers. The main advantages are three: one can make goods in the eyes of consumers more attractive, so that the potential demand to increase, so that enterprises can gain a larger share of the market; second, the shortage of goods may become the focus of attention, can give the company a good image, and then create a larger market; third, waiting for the shortage of products, Customers may buy other unsalable alternative products from the company. Of course, the risk of adopting this approach is great, and it is likely to shrink or lose the market instead of creating a market. Therefore, the use of this strategy must be cautious, to do a good job market research, preferably for product quality or a popular product. (text/Guo)