[China Gift Network News] The times are changing, people's concepts are changing, and people's living habits are changing. Therefore, when giving gifts, they also need to keep up with the times. It is easy to say, it is very difficult to do, what should be done? What to do?
In the era of profiteering, the single-piece profit model, as its name suggests, single-piece profit is the biggest profit from a single product. In the early days of each industry, there are usually huge profits or profits, and the gift industry is unique: in the big industry, it contains various Small industries, such as home appliances, electronics, home textiles, olive oil, tools, etc., each sub-sector is subdivided into countless categories, then it determines the existence of a single-profit enterprise in the industry. In fact, the gift industry is also the easiest to accumulate the first barrel of gold in all industries. There are many companies that have started from scratch.
There are two types of companies with single profit: First, the product is conceptually strong, the selling point is prominent, and the audience is professional, such as tea pillows, glass, aromatherapy, energy cups, collectibles, and so on. In fact, it is the characteristics of the product that determine the limits of such companies. In general, the more unique the selling point, the more professional the audience, the narrower the market, and the gift must satisfy the buyer's “increasing new†demand, and it is difficult to explore new product concepts in a limited customer group. If the company that tastes the sweetness does not think of a way out, it will definitely walk into a dead end. Then there is a solution to the concept of “popularityâ€, for example: the combination of glass and business card holders, collectibles and philatelic collections, in order to achieve the scale of the customer base and achieve production scale.
Second, the concept of gifts is wide, and the customer base is wide, such as home textiles, massagers, olive oil and so on. Such enterprises are very simple, that is, they seize the time difference between the gift industry and the traditional channels, and obtain the original accumulation of single-piece profits through industry advancement. In the era of developed information, the time difference left for such enterprises is getting shorter and shorter. If it is found through groping that this product is feasible in the gift industry, then similar products will appear for up to half a year, and after one year, there will be product flooding. After that, if you can't grasp this empty period and reach the scale of the industry, it will definitely be eliminated by the market.
From this we can see that the single-piece profit model must be on the road to the development of scale profits.
In the era of bargaining, the enterprise with the scale of profit mode and scale of profit, the core idea is that the profit-making method can no longer rely on the product itself, but through centralized purchasing and divergent sales to achieve profit acquisition. Through the industry's leading position, as well as the original accumulated capital, constantly adjust the profit balance point.
The author thinks that this should be understood as a process of building industry barriers and redistributing profits: for example, a product that earned 10 yuan a piece of its own, down to 5 yuan, killing most of its peer products, gaining a larger market share, and getting a purchase. The right to speak, negotiate with suppliers to obtain lower prices; reduce procurement costs, and in turn reduce the profit of single products, and obtain more orders... so repeatedly, with profit balance as the core, continuously improve profit barriers, crowd out opponents, occupy market.
Due to the concentration of the industrial chain, such Jiangsu and Zhejiang enterprises are mostly. However, in the industry, the scale of profit model has a big weakness. It is the existence of traditional manufacturing enterprises. It is doomed that gift enterprises cannot accumulate to the commanding heights through pure scale, and gift enterprises accumulate. In the past year, people have accumulated in the terminal for ten years and entered the industry. Your large-scale, small-scale overnight, what should I do?
Obviously, at this time, the initiative has been lost, and the distribution of profits between the upstream and the downstream has become a piece of empty talk. How to create profits has become an urgent issue. Forward-looking companies have set a foreshadowing early and entered the era of brand profit.
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