How to analyze target market

All marketing can not be separated from market analysis, whether it is an entrepreneur or an existing mature enterprises, whether through E-commerce direct sales, or only through the use of Network marketing for brand promotion, analysis of the target market is the successor to take the marketing strategy of the prerequisite. Li Peng, the author of this book, has many years of experience in marketing planning and marketing, and this section will elaborate on how to analyze the target market from macro to micro in detail according to his experience.

For entrepreneurs, or whether traditional enterprises can turn to e-commerce, how to conduct business opportunities and industry products selection? This can be seen from the macroscopic pros and cons, first of all, from the contact of the products, to investigate whether the product is suitable for online sales, this time can be enumerated some online sales need conditions to see if this product is satisfied. Second, we can examine the products currently being sold online, looking for the same type of products to be analyzed again. For example, we look for foreign trade online retail products, the general it is not only suitable for online sales, but also to be able to undertake from China to the United States and other countries of freight and meet customer transport time requirements. The products that are suitable for foreign trade are relatively demanding, and some considerations in industry or product selection are listed below:

1 generally for the finished goods, mainly for individual consumers, from the cumulative customer resources to consider, fast consumer goods to be superior to consumer durables, general merchandise replacement or re-use cycle within one year.

2 The price of the product can not be too low, to examine the similar products in foreign retail price is how much, the best commodity retail price of 50 to 500 U.S. dollars or so. There are two considerations, one is that the price of the commodity is too low, it is difficult to have a profit space to bear the higher international freight, the second is the price of the commodity is too high, consumers will have concerns, will not easily make a purchase decision.

3 from the volume and weight to consider the general volume should not be too large, weight not too heavy, so as to facilitate a single express delivery. And the freight is relatively low.

4 the difference between cost and foreign retail price is higher, generally speaking, gross profit is more than 30%, such profit space can bear all aspects of cost, mainly promote cost and logistics cost.

Determine whether the product is suitable for the use of foreign trade business to sell, can be considered through these conditions, if satisfied can be carried out, such as the current foreign trade online retail jewelry, mobile phones, electronic products, glasses and so on to meet these requirements. If you have a source in your hand, you can also search Google to see if there is a competitor selling the product, the price and the quantity. Secondly, we can measure the profit space which can be obtained when I operate, and what are the components of these profits, such as the difference between the profit of the middleman, the labor cost of the foreign people and the domestic labor cost. The author believes that the foreign trade products are still far from being excavated, many products will emerge, these products will be the kind of integration with the traditional industries, creative, value-added or personalized customized products, and these products will be highly profitable.

The above analysis method is a macroscopic analysis, he can only judge whether the product is suitable for direct online sales, from the whole internet, almost anything can be sold online, nothing more than the difficulty of the degree of the problem. So the next step is to look at a micro-matching problem, which is to assess the difficulty of the project and your team strength to match. There are a lot of business opportunities on the Internet, but can grasp, according to your team's strength, some projects need a higher technical threshold, poor technology team is not suitable, some projects need a large amount of capital investment, the fund is not strong team also difficult to succeed. Some products are too strong competitors, forming a market monopoly, so small strength of the team rushed into the inevitable failure.

In fact, when you do micro-survey, but also in the promotion and marketing issues. After comprehensive analysis of market status, competitors and their own resources and strength, we can work out the project strategy and tactical plan. I still take the business of online sales as an example, the analysis of competitors is the most basic market analysis, from this aspect of micro-market analysis can be carried out in the following areas:

• Competitor Product Analysis: Product quality, product function, price, payment, lowest retail price, main product line composition and price, accessory product composition and price, freight, etc.

• Competitor Marketing Analysis: Historical marketing activities, marketing plans, delivery channels, input distribution, effect, the main push products, the main customer base, promotional strategies.

• Competitor website Analysis: Website design, website architecture, website function, website performance, traffic, user experience, shopping flow, promotion process, payment, recommendation mechanism, etc.

• Competitor Service Analysis: Call center, online customer service, logistics, personalization, customization, after-sale service, points, rewards, customer maintenance methods.

It is worth noting that the analysis of competitors, must not only analyze the one or two largest competitors, to conduct extensive analysis, through search engine search or other channels to find out all the competitors, in a market segment, there are more than 10 competitors are more common. Make a simple strength assessment of the competitors you can find, then sort them out roughly or in order from big to small, as shown in the following table:

Table 4-1 Global online prescription Glasses competitor summary survey form

This is the author of an online mirror project in the early stage of the production of a competitor simple analysis form, from the table can be seen to enter the market to face the number of competitors and the approximate strength. I usually advise businesses to do a competitor's analysis once a quarter to keep the data updated. Of course there is a lot of data, because competitors are hard to keep secret, but by a combination of measures, or other investigations, can be roughly estimated.

It's not enough to make a competitor analysis, just the simple table above the need for careful analysis of each sensitive and important link, usually a few forms are necessary, they are competitor product analysis table, competitor marketing analysis table, competitor website Analysis table, competitor Service Analysis table. These tables usually consider more than 10 parameters. Through the form of these systems, the natural can do to the enemy, for their next step to provide detailed and practical information. Here is an example of a competitor's product analysis table:

Table 4-2 Global online prescription glasses competitor product Analysis Form

Because it involves too much trade secrets and too many parameters, so the above table is simplified, the reader can be seen, the Competitor Product analysis table contains the analysis parameters: address, contact, price, payment, the lowest retail price, the main product line composition and price, ancillary product composition and price, freight and so on. When you complete this form, the advantages and disadvantages of your competitors are at a glance in the product. Other detailed analysis of the table is also roughly the same, but the analysis of the focus and parameters of the difference, through these detailed analysis, in the future, whether in the development strategy or in the specific operational tactics, can be targeted.