Market research is the basic demand cannot be imagined

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Yesterday, I visited a famous internet company-------------venture factory, and founder Dai Yue chat about their website. At present, the site of the entrepreneurial workshop more, real estate network, façade network, find room network, Villa Network, Tian Ju network ... And so are the vertical sites surrounding the property. In the publication of the view of the Villa network, I think the people who buy the villa do not surf the internet, most people can't afford to buy a villa. But the data that Dai Yue gave me made me ashamed.

According to Dai Yue revealed that Beijing's real estate intermediary did a statistic, in the overall source, from the network has more than 50%, from the line is less. Many of the people who buy the villas are new rich, are found by the network availability. So, many of today's intermediaries are very dependent on network channels. When I heard this set of data, I was ashamed of the marketing man. It is indeed a disgrace to be at a loose end in the field of expertise that is not known before the investigation is done. This also gave me a lesson in not understanding the field, not before the survey.

On marketing in the first class, the teacher and we particularly stressed that market research is the basis of marketing, no investigation will have no say. Whether you are familiar with the field, or do not understand the field, do not rely on their own subjective judgment to speak, but to have a reliable data as a support. I'm so ashamed to think of it. In three years of marketing practice, fewer and less research work, always with their own experience to judge. Just a few days ago, in the planning for a fun business, I began to think this market is not very mature, but after a survey, let me fall below the glasses. Yes, it's a mature market and it's growing fast.

My survey method is more alternative, in addition to the regular questionnaire survey, I also took a sample Taobao. I have selected a brand on Taobao for each single product TOP40, statistics their sales in 30 days, although the sample is not very comprehensive, but also touched the brand of each single product sales, each price segment sales. Before I did research, I judged that the brand's low-priced products should sell better, but the fact is that high-end products sold far more than the low-priced products. When I knew the result, I was full of confidence in the customer's brand.

And in the experience of many people, low prices should occupy big markets, but that is not necessarily the case. Sometimes, people's experience is often misleading. It's like I've been doing marketing for years, and sometimes ideas aren't necessarily new. In the same way, many famous marketing planners and planners have many successful experiences, but often their experience will hinder their creative thinking, and they will only follow the rules and sometimes the results may not be satisfactory. And we are a new generation of marketers, full of vigor and creativity, while adhering to the marketing part of the courage to innovate, often able to make better than their case. (Author Wang Penghui is a senior brand marketing consultant, public relations consultant, working in a deep and pondered brand marketing planning organization)