1000 Business Lessons Every Businessman Must Know

Chapter 6 Entrepreneurship Project: Which Project Are You Suitable For (3)
This consumer group must be fashionable and avant-garde, and must be able to accept new products without getting tired.

This consumer group should never be satisfied with things and is willing to keep buying.

This consumer group should be young and has a lot of room for growth.

This consumer group has great potential and has a wide range of influence.

This consumer group is insatiable.

The age span of this consumer group is huge.

This consumer group is the first contact group of fashion products and is deeply affected.

040. Nostalgic products

The owner of a bathing shop in Shanghai traveled all over the urban area of ​​Shanghai in order to find a kind of round wooden barrel used for soaking feet in response to customer requests.This kind of wooden barrel is made of Chinese fir, brushed with tung oil and dried. It was widely used decades ago, and now it has been replaced by plastic and electric footbaths. It can be used for decades as a "old household item".

Finally, the shopkeeper finally found this kind of wooden barrel in Zhujiajiao, and ordered hundreds of sets.In Zhujiajiao, some ancient handicraft industries such as bamboo and woodware, hardware and iron shops, and barrel workshops that have been around for hundreds of years are still holding their last positions.Here, toilets, footbaths, buckets, and buckets for children and grandchildren are neatly stacked, and it is said that all kinds of round buckets are very easy to sell.

A wide variety of products on the market allow people to enjoy convenience.At the same time, people have found that handmade products with unique charm are hard to find.Whether it is clothing, daily necessities or works of art, they are all born on the industrialized assembly line, with the same label, the same face, but no soul.But in this era of individuality, stereotypes are not praised. Everyone pursues uniqueness, and "personality" is synonymous with taste.

When fads wear people down, that nostalgia is revived and desperately craved.Some nostalgic products condense the inspiration and personal charm of the creators, exuding the original warmth and simplicity, so they are sought after by urbanites as soon as they appear.

041. "Ear Economy"

China Mobile launched the CRBT service first in China in May 2003. In just one and a half years, the total number of subscribers across the country has exceeded 5 million, and the market size has reached nearly 2000 billion yuan.Two years ago, people didn't know what CRBT was; but just one year later, "CRBT Designer" has been included in the "Top Ten Most Potential Professions in 10".

In this era of pursuing individuality, there is no reason why ring tones should not become popular.Since the summer of 2003, more and more mobile phones have heard the familiar "Didi" sound instead of "Hello, this is the 7-pig computer hotline", "Sorry, the owner of the phone you called Has flown to Mars"... People have entered a new auditory era in doubt - the era of ring tones.

"I'm making money, I'm making money. I don't know how to spend it. I buy a Nokia in my left hand and a Motorola in my right hand. I change my phone number every day for China Mobile, China Unicom, and PHS. Going to eat lobster... What are you doing? What are you doing? What are you doing? Stop singing and talk about you, where is the patient’s family? The patient should take medicine!” It’s like this kind of CRBT full of grotesque humor, which has already unconsciously Pushing open the door to the huge treasure trove of wealth known as the "Ear Economy", summoned a downpour of gold.

CRBT is making a magical bonanza.CRBT uses the fleeting, short interval of a few seconds to more than ten seconds to give birth to an industry full of vitality - the CRBT industry, and has become a popular choice for small investors.

042.IT industry

IT has a huge industrial chain, and there are opportunities in every link. This is the characteristic of the IT industry, and it is also a huge advantage of this industry, which is beyond the reach of other industries.

Careful people can easily find that the IT industry is still a high-profile investment gold mine. Although the gold content in some traditional fields such as comprehensive websites has been greatly reduced due to fierce competition, with the rapid development of the IT industry, some companies have potential for development. Emerging fields that are more suitable for small investors are emerging.

For example, whether it is an online store or an online auction, transactions must be carried out in real life in the end, which will inevitably involve logistics. Hundreds of thousands of online stores across the country provide a broad demand space for third-party logistics companies; as more and more More people participate in online auctions, and the demand for technical processing such as picture display and quality description of the lot continues to increase. Today, the technical fee for a picture is 1 to 3 yuan, and the profit is quite rich.

For another example, computers and supporting supplies are very "delicate", and if they are used improperly or encounter "viruses", they will "strike".As people's dependence on computers increases, so does the demand for computer rescue services.

In the IT industry, it is nothing new for small capital to win. If you can master the strategy to keep yourself one step ahead, even small capital can easily play in the IT industry.

043. Pet Economy
Pets are becoming a new type of "resident" in Chinese cities.As the number of people keeping pets continues to increase, the pet economy has attracted more and more attention.According to incomplete statistics, the pet market, dominated by purebred dogs and cats, has an annual growth rate of more than 20%. The two parts of "raising pets to make money" and "serving pets-earning money for pets" constitute a huge industrial chain of the pet economy.Today, when the division of the big cake of the pet economy is far from settled, all aspects related to pets will become a new "gold rush" for entrepreneurship, containing vigorous business opportunities.

Surrounding pet fashion, medical care, clothing, trusteeship, dog clubs, competitions, media, and the Internet are forming a professional field.

Now, various pet-themed activities are blooming everywhere. With the upsurge of the pet economy, new "business opportunities" related to pets are emerging in an endless stream.Even in the United States, where the pet economy is booming, the pet industry is still full of untapped business opportunities.

It can be said that in the pet industry, there are only things you can't think of, and there is nothing you can't sell.In addition to common pet grooming, pet medical treatment, pet training, pet photography, and pet matchmaking, there are many investment projects in the pet economy field that have not been valued by investors. There are still many fields that few people have set foot in. Huge business opportunity.

044. Be an agency of foreign brands
Just a few years ago, people were still very curious about the store names such as "Jeanswest" and "Gordano" that appeared in the prime commercial areas around the mall; only five or six years later, terms such as "monopoly" and "agent" have far surpassed the names of large commercial stores. The speed of reshuffling enters our lives. "Brand agency brand in the brand era" is changing people's business and consumption habits.

The profit margin of being a brand agency is huge, that is, the minimum profit margin should be guaranteed at 30%.Compared with the low-profit competition that many domestic brand agents have to face, this is indeed very fat.

However, when choosing a foreign brand, there are also several pitfalls that must be paid attention to.

First of all, it is not necessarily profitable as long as it is a foreign brand.At present, a large number of foreign brands have entered the Chinese market. Due to unfamiliarity with international brands, many people do not really understand these brands.In fact, there are many levels of foreign brands. Usually, the first-line brands have the largest profit margins and are the easiest to promote.For second-tier and third-tier brands, due to differences in quality and brand effects, it is much more difficult to develop the market. If you choose poorly, not only will you not make money, but you will lose all your funds in it.

Secondly, because agency fees are often quite considerable, some foreign brands rely on recruiting agents to survive intentionally or unintentionally, and some just want to make huge profits under the guise of recruiting agents.

In addition, success is also related to local consumers and various factors. Regional differences must be recognized. For example, the south is easier to do than the north, and large cities are easier to do than small and medium-sized cities.Therefore, before choosing a foreign brand, one must have a real understanding of the characteristics of the product and the consumption power level of the city where it is located.

045. Excavating "cultural heritage"

Gao Shuiwang's family in Nanshishan Village, Luoyang City, Henan Province can sell high-quality antique pottery for more than 8000 yuan, and the supply exceeds demand.

The more modern society is, the more people yearn to seek their roots and return to the basics. This is almost a fate that human beings cannot escape.Business people must know how to grasp social trends.Such operations generally require little investment, and the market is ready-made, which is more suitable for small and medium-sized investors and entrepreneurs as the preferred project for entrepreneurship.It should be noted that very few such projects can be directly put into commercial operation, and even if they can be directly put into commercial operation, generally they can only make money from some old-fashioned "old" customers, and the profits obtained are very limited.

Therefore, such projects should have a greater effect.

First, modern business methods must be used to repackage and position it so that it can not only attract conservative old customers, but more importantly, attract young customers who are the backbone of consumption. This is the first key to success.

Second, the best choice is a project that has both practicality and cultural heritage, such as Zhang Hong's embroidered insole, which is not only a practical commodity, but also a work of art; fall into this category.

Thirdly, projects with high artistic appreciation value, such as the high-quality antique pottery of Gaoshuiwang, and the Chengni inkstone of Li Zhongxian in Xin'an County, Henan, all belong to this category. Such projects generally have the characteristics of high added value, but at the same time, practitioners need to have A certain kind of special expertise is difficult for ordinary people to master, so it is not suitable for ordinary investors.In addition, because such projects are generally "highly niche" projects, it is difficult to open the market, often requiring special channels or more investment, which is why it is not suitable for small and medium investors and entrepreneurs.

If you open your eyes a bit, you can find opportunities not only from "tradition", but also from national culture, regional culture and so on.

046. Facing the group of middle school students

Judging from the current actual performance, middle school students are the most sensitive and enthusiastic pursuit of fashion among all social groups.

In-depth research found that middle school students have the following characteristics:
(1) The breath is the most sensitive and fashionable.

(2) Positive and optimistic attitude towards life.

(3) The unanimous approval of the small circle is high.

(4) Emotional and appearance trends.

(5) High technical interest and emphasis on technical input.

(6) Pay attention to self and emphasize individuality.

(7) Strong personal direct purchasing power and indirect purchasing power.

From the group culture of middle school students, we can find some markets that match their culture:
1. Closely connected circle market

Utilize middle school students' recognition of "partners" to develop products suitable for partners to play together. For example, online games are a kind of product in the circle market, because middle school students need to interact to have fun. The success of Shanda Company fits this market. At present, There are few products but many products available for development, showing a large market;

2. Highly changing symbol market
Middle school students put more emphasis on individuality, and the individuality in the eyes of middle school students is reflected through some specific and avant-garde symbols or carriers. For example, the M-Zone "My territory is mine" is easily obtained by using Jay Chou's "symbolic role" among many middle school students. Successfully, in this direction, designing and manufacturing products that conform to the "symbolic image" in the minds of middle school students, such as fashion concept mobile phones, personalized cheap watches, etc., can easily resonate with middle school students and make producers easy to profit.

3. High value-added market using high technology

Middle school students are more interested in technology, therefore, handheld PDA, fashionable and alternative MP3, online chat tools, etc. will be welcomed by them.

047. Facing the blue-collar market
Due to changes in the social structure and stratification of social groups, blue-collar workers are a neglected market.

In fact, through research, we will find that the blue-collar market has huge business opportunities.For the blue-collar market, the following markets can be developed.

1. Focus on products in various fields of blue-collar life
There are relatively few products in China that directly target the blue-collar market, so new products can be introduced from all areas of blue-collar life, allowing blue-collar workers to find "group identity" from consumers, such as domestic Dabao cosmetics and American blue ribbon beer. For the blue-collar market, they have achieved good results so far, and there is still a lot of potential to be tapped around the basic necessities of blue-collar.

2. Blue-collar training and education market
Vocational and technical education has been popular in China for several years in the past, which is to train blue-collar workers. However, due to the transfer of educational resources, there has been a shortage of technical talents in many fields.With the rise of China's development zones and the city's emphasis on attracting investment, middle and senior technical workers are currently in short supply. Moreover, many blue-collar workers hope to become white-collar workers in the future, so professional vocational training is also very much needed for them.

048. Facing the peasant group
Farmers have a strong sense of comparison. If a family in a village buys a DVD, other people will come to ask and buy one immediately. In addition, farmers pay more attention to the relationship with neighbors in the same village. It is very common to visit and give gifts to each other during the New Year holidays, and farmers pay more attention to the practical value of the products.

Therefore, there is also a strong market demand for farmers, which can be used as a reference for entrepreneurs

1. Rural daily necessities market

For farmers, the most important thing is food, clothing, housing and transportation, but the improvement of living standards makes them want to consume products with better quality. Therefore, launching products suitable for farmers’ needs will be more recognized, which is similar to the situation of blue-collar workers. place.

2. Rural retail market
Now, there are no convenient supermarkets or convenience stores in many rural areas, so that farmers can buy products in the unified market.In this case, for small supermarkets in rural areas, it is easier to succeed with a good logistics system and lower prices.

3. Rural leisure and entertainment market
With the improvement of farmers' living standards, the demand for leisure and entertainment has also increased accordingly. Therefore, leisure and entertainment facilities for rural areas, such as rural movie theaters that also function as a stage, and cheap movie audiovisual rental and sales stores, will have a good prospect.

049. Facing the new male group

The men's market has continuously produced fashion signs and consumer demands corresponding to the roles, thus giving birth to a new market segment - the new male group.

According to the characteristics of male groups, companies can capture the marketing hotspots in the male consumer market:

1. New men's clothing market
Among the new men's accessories, there are many products with huge market potential, such as men's cosmetics, brand-name watches, digital products, suits, and high-end sports equipment.In the new men's clothing market, many brands have achieved success, such as septwolves, groom suits and so on.And some new men’s fringe fashion products, such as men’s accessories, currently have few varieties and monotonous styles. In fact, the men’s accessories market is pregnant with broader business opportunities.
2. Channel monopoly for new men
With the development of new male groups, more and more products need to be marketed to new males. Therefore, from the perspective of channel innovation, new male specialty stores can better meet the needs of new males, such as digital products, laptops, Men's perfume, clothing, mobile phones, watches, etc. are integrated to realize the integrated management of new men's equipment and open new men's brand stores.

3. Male luxury market
In the new men's fashion labels, luxury goods will always be a popular element, because men need to rely on these to decorate themselves, and at the same time gain a sense of success and dignity through consumption.Taking high-end watches as an example, a popular saying nowadays is "famous watches, men's jewelry". Watches made of precious metals and diamonds are a need for new men to show their status and wealth, especially in social occasions, negotiating business, Wearing famous watches at important moments such as banquets is even more dignified. However, at present, although the sales volume of high-end men’s watches is greater than that of women’s watches, there are no watch manufacturers that have conducted in-depth development of new men. The men’s market for high-end watches still has a lot of potential to be tapped .

050. Facing the newly rich
The new wealthy groups are mainly concentrated in Beijing, Shanghai and coastal open cities, as well as cities with developed industries such as finance, IT, telecommunications, real estate, and trade.

The newly rich group is a special class. They are usually unwilling to entertain with ordinary people, so they usually choose to have leisure and entertainment in circles that are consistent with their own identities, such as golfing, field vacations and so on.These salient features of the newly wealthy can be subdivided into three markets:

1. Xinfu Personalized Health Market
The newly rich are often overworked in pursuit of career success, so healthy food, medical examination centers and high-end hospitals for them will undoubtedly meet their health needs.

2. Xinfu Investment and Wealth Management Service
Now the proportion of bank deposits of the new rich group is relatively high, but the proportion of investment is relatively small. The main reason is that the new rich group lacks financial management knowledge, and there is no special organization to help them manage money. Therefore, we are committed to disseminating financial management knowledge and Advisers who help new riches will be welcome
3. Xinfu personalized leisure and entertainment market
New rich groups like to play with people of social status and wealth, so clubs for the rich, various salons will attract many rich people, such as the current booming business of the Capital Club and various golf clubs in Beijing is a good idea. proof.

(End of this chapter)