About the author: The senior business model and business behavior researcher are responsible for the main strategic planner of a certain LED optoelectronic store project. Have unique insights on the development of the LED industry.
(Zhao Xiaoming) At present, LED-themed optoelectronic stores in various regions of the country are rising and prosperous. However, under this boom, it is difficult to conceal the current situation in which some of the stores’ strategic planning is misunderstood, operations are bleak and the prospects are worrying.
Regardless of how complex the design is, high-end planning, in fact, these stores have to solve the problem of relationships between people and nature. The essence of a business model is the relationship between people and people, and the relationship between groups and groups.
From the perspective of the strategic design of LED optoelectronic stores, there are actually several issues to be solved.
The first one is the relationship between the shopping mall project and the government.
All along, some of the themes for selling venues are that they have strong government resources, but they have not figured out where their unique advantages lie. I personally feel that with the support of the government, there is strong support for the industry or project. This is beyond doubt. But the problem is that the government cannot replace the market. The government hand cannot always influence the market. This market hand is the last factor that drives the success of the project.
In China, many companies or projects with background blindly worship the government and use the will of the government instead of the market. Then, when the government and the market disagree, the project's failure is a natural thing.
Therefore, in the relationship between government support and market projects, we can see the government's definition of a regional economy, the definition of industry, and the definition of future cities. Then there is the industry support, policy support and so on. My personal definition of government support is to focus on research and adapt as much as possible, but to have my own unique perspective and thinking. In the early stage of the project, with the support of the government, the start-up and development will be smooth, but it will not be able to help the government when it enters the stage of substantial commercial operation.
The second is the relationship between the project and the industry.
If a project wants to use an “industry†as its theme, then an in-depth understanding and study of the industry is indispensable.
Of course, I believe that a project that is frequently worth several hundred million yuan must have been full of preliminary market research. However, many of the market research institutions we see in the country today lack the depth and breadth of market research, and there is no professional analysis organization. The reports that come out often try to figure out the psychology of the employers and give them a confidence to support them. Such reports are sometimes harmful.
The research industry must pay attention to the past of the industry and must focus on the future of the industry. However, what kind of future trends will be, just as some reports say, “The future development trend is certain, and how large the market space is each year.†That is not enough. At a minimum, we must also know the pattern of industrial development in the future, the distribution of industries, the cooperation of the upper and lower industrial chains, the actual changes in front-end and back-end, the development trend of target customers' consumption, channels and systems, and so on. And these are not what the current general business survey companies can do. In most of the market research reports I have seen, these important contents are mostly missing or false.
Some industries are in the midst of intense turbulence in their turn or upgrade. Target customers and channels are redefining. This time, if there is no clear judgment about the future of the industry, then project failure is a natural thing.
The third issue is the relationship between the geographical location of the project and the location of the industrial chain.
When formulating a project strategy, the most important thing that cannot be overlooked is the geographical relationship between the project and the industrial chain. In the past, our economy had had an Internet bubble, a real estate bubble, and so on. So it was a bubble. One of the important points was that we ignored the relationship between location and industry. Today, the Internet has reached the stage of O2O, but it has only returned to its essence. From this point of view, even if the virtual Internet, it can not escape the actual coordination under the line, let alone a real commercial real estate project. Location is crucial for photo theme stores.
If the project is not in the core position of the industry chain, and the project can not be effectively integrated into the industry chain and play an important role, then the project will be positioned as the integration of the industrial chain, this positioning will be successful?
The fourth issue is the relationship between business development trends and current planning.
In fact, many optoelectronic store projects ignore this issue. People are confused by the "reality" in front of them and forget about the study and grasp of future trends. Of course, this is a very time-consuming and unpleasant thing, and many items have been ignored intentionally or unintentionally. Even if there are some projects, some “advanced†staffs are invited. These seniors are all standing on their own to elaborate on issues. The judgement of future trends has a certain self-angle. It is not known whether they are correct. Under such circumstances, whether the project developer has the ability to reasonably absorb and reasonably give up is a problem.
Research on future business trends is a long-term big issue. It can be said that, for commercial research, it cannot be touched for several hundred years before and after, and that is basically the storytelling. History tells us that only effective research and analysis of the depth and length before can we judge the future effectively.
The positioning of target customers and the positioning of consumer behavior is a comprehensive issue. It is necessary to study a number of commercial factors such as industrial development, business environment development, information development, and development of trading methods in order to reach conclusions. The follow-up industry changes and consumer behavior of target customers are also issues that project developers must answer. When they answered "not quite clear", crossing the river by touching the stone may be the only solution.
The fifth is the relationship between its own advantages and disadvantages.
Because of the support of the policy environment and the financial support of the developer, he decided to develop an optoelectronic theme store project. This is likely to create a situation in which it is only after the start of business that business conditions have been deteriorating. Entering merchants enjoy the rent-free period, and the people are tempted to do so, even if they have not left until the end of the rent-free period. This is caused by improper early strategy. The improper planning of the previous period was due to the fact that there was no clear judgment on the strengths and weaknesses of its own projects, and no effective strategic positioning of these advantages and disadvantages.
The radiation radius of the photoelectric theme store project, the target customer group that can be involved, is the first concept to be clearly defined in the project development. With this concept, how to provide a unique service to target customers is a key issue that is crucial for a store project. As in today’s Pearl River Delta, many optoelectronics stores are launched, but they are really different from other competitors and do not create their own core business models. We see more still using traditional thinking, holding various conferences, using conferences to stimulate the eye of target customers, hoping to attract their attention, and then enter the market.
Today's business managers are very smart and pragmatic, and those retreats do not work.
Effectively understand yourself, understand your target customers, and understand the industry. Putting the project in the area where it is best and the most unique, it is the way out.
If you are not at the heart of the industry chain, don't position yourself as a global industry core project. If you can't influence manufacturing companies, don't position them as industrial chain integrators. If you cannot incorporate the upstream of the industry into your project, do not locate the R&D center. If it is not a single special market, do not locate the exhibition platform for special products.
The sixth is the relationship between the project and the entering customer.
This issue is basically redundant. If there are no merchants, there will be no stores. This is a problem that all project developers think about and think about. But now the problem is. Who is the customer of the project. In fact, the answer to this question has a direct bearing on the strategic positioning of the optoelectronic theme store project.
In general, when designing an optoelectronic store project, it should consider entering customers. Some stores need business management customers, such as agents, distributors and so on. Some stores need the direct entry of manufacturing companies and the opening of commercial circulation. However, the real concern of these settled companies is not the condition of rent and preferential conditions for the shops. Their concern is always their own target customers.
Therefore, modern stores should target end customers as target customers. This is the fundamental way to solve the problem.
Repositioning customers, then at this time, stores and entering merchants are partners, and they are partners who work together to serve end users. At the same time, what the store really should consider is not the feeling of entering a merchant, but the experience of the end user. With such a consensus, the store and admission customers will reach a high degree of recognition, and the operation will naturally save a lot.
Here, I want to give strategic planners and business managers a word, that is ----- the final problem that the company has to solve is one, that is, the end user's pleasant experience.
(Zhao Xiaoming) At present, LED-themed optoelectronic stores in various regions of the country are rising and prosperous. However, under this boom, it is difficult to conceal the current situation in which some of the stores’ strategic planning is misunderstood, operations are bleak and the prospects are worrying.
Regardless of how complex the design is, high-end planning, in fact, these stores have to solve the problem of relationships between people and nature. The essence of a business model is the relationship between people and people, and the relationship between groups and groups.
From the perspective of the strategic design of LED optoelectronic stores, there are actually several issues to be solved.
The first one is the relationship between the shopping mall project and the government.
All along, some of the themes for selling venues are that they have strong government resources, but they have not figured out where their unique advantages lie. I personally feel that with the support of the government, there is strong support for the industry or project. This is beyond doubt. But the problem is that the government cannot replace the market. The government hand cannot always influence the market. This market hand is the last factor that drives the success of the project.
In China, many companies or projects with background blindly worship the government and use the will of the government instead of the market. Then, when the government and the market disagree, the project's failure is a natural thing.
Therefore, in the relationship between government support and market projects, we can see the government's definition of a regional economy, the definition of industry, and the definition of future cities. Then there is the industry support, policy support and so on. My personal definition of government support is to focus on research and adapt as much as possible, but to have my own unique perspective and thinking. In the early stage of the project, with the support of the government, the start-up and development will be smooth, but it will not be able to help the government when it enters the stage of substantial commercial operation.
The second is the relationship between the project and the industry.
If a project wants to use an “industry†as its theme, then an in-depth understanding and study of the industry is indispensable.
Of course, I believe that a project that is frequently worth several hundred million yuan must have been full of preliminary market research. However, many of the market research institutions we see in the country today lack the depth and breadth of market research, and there is no professional analysis organization. The reports that come out often try to figure out the psychology of the employers and give them a confidence to support them. Such reports are sometimes harmful.
The research industry must pay attention to the past of the industry and must focus on the future of the industry. However, what kind of future trends will be, just as some reports say, “The future development trend is certain, and how large the market space is each year.†That is not enough. At a minimum, we must also know the pattern of industrial development in the future, the distribution of industries, the cooperation of the upper and lower industrial chains, the actual changes in front-end and back-end, the development trend of target customers' consumption, channels and systems, and so on. And these are not what the current general business survey companies can do. In most of the market research reports I have seen, these important contents are mostly missing or false.
Some industries are in the midst of intense turbulence in their turn or upgrade. Target customers and channels are redefining. This time, if there is no clear judgment about the future of the industry, then project failure is a natural thing.
The third issue is the relationship between the geographical location of the project and the location of the industrial chain.
When formulating a project strategy, the most important thing that cannot be overlooked is the geographical relationship between the project and the industrial chain. In the past, our economy had had an Internet bubble, a real estate bubble, and so on. So it was a bubble. One of the important points was that we ignored the relationship between location and industry. Today, the Internet has reached the stage of O2O, but it has only returned to its essence. From this point of view, even if the virtual Internet, it can not escape the actual coordination under the line, let alone a real commercial real estate project. Location is crucial for photo theme stores.
If the project is not in the core position of the industry chain, and the project can not be effectively integrated into the industry chain and play an important role, then the project will be positioned as the integration of the industrial chain, this positioning will be successful?
The fourth issue is the relationship between business development trends and current planning.
In fact, many optoelectronic store projects ignore this issue. People are confused by the "reality" in front of them and forget about the study and grasp of future trends. Of course, this is a very time-consuming and unpleasant thing, and many items have been ignored intentionally or unintentionally. Even if there are some projects, some “advanced†staffs are invited. These seniors are all standing on their own to elaborate on issues. The judgement of future trends has a certain self-angle. It is not known whether they are correct. Under such circumstances, whether the project developer has the ability to reasonably absorb and reasonably give up is a problem.
Research on future business trends is a long-term big issue. It can be said that, for commercial research, it cannot be touched for several hundred years before and after, and that is basically the storytelling. History tells us that only effective research and analysis of the depth and length before can we judge the future effectively.
The positioning of target customers and the positioning of consumer behavior is a comprehensive issue. It is necessary to study a number of commercial factors such as industrial development, business environment development, information development, and development of trading methods in order to reach conclusions. The follow-up industry changes and consumer behavior of target customers are also issues that project developers must answer. When they answered "not quite clear", crossing the river by touching the stone may be the only solution.
The fifth is the relationship between its own advantages and disadvantages.
Because of the support of the policy environment and the financial support of the developer, he decided to develop an optoelectronic theme store project. This is likely to create a situation in which it is only after the start of business that business conditions have been deteriorating. Entering merchants enjoy the rent-free period, and the people are tempted to do so, even if they have not left until the end of the rent-free period. This is caused by improper early strategy. The improper planning of the previous period was due to the fact that there was no clear judgment on the strengths and weaknesses of its own projects, and no effective strategic positioning of these advantages and disadvantages.
The radiation radius of the photoelectric theme store project, the target customer group that can be involved, is the first concept to be clearly defined in the project development. With this concept, how to provide a unique service to target customers is a key issue that is crucial for a store project. As in today’s Pearl River Delta, many optoelectronics stores are launched, but they are really different from other competitors and do not create their own core business models. We see more still using traditional thinking, holding various conferences, using conferences to stimulate the eye of target customers, hoping to attract their attention, and then enter the market.
Today's business managers are very smart and pragmatic, and those retreats do not work.
Effectively understand yourself, understand your target customers, and understand the industry. Putting the project in the area where it is best and the most unique, it is the way out.
If you are not at the heart of the industry chain, don't position yourself as a global industry core project. If you can't influence manufacturing companies, don't position them as industrial chain integrators. If you cannot incorporate the upstream of the industry into your project, do not locate the R&D center. If it is not a single special market, do not locate the exhibition platform for special products.
The sixth is the relationship between the project and the entering customer.
This issue is basically redundant. If there are no merchants, there will be no stores. This is a problem that all project developers think about and think about. But now the problem is. Who is the customer of the project. In fact, the answer to this question has a direct bearing on the strategic positioning of the optoelectronic theme store project.
In general, when designing an optoelectronic store project, it should consider entering customers. Some stores need business management customers, such as agents, distributors and so on. Some stores need the direct entry of manufacturing companies and the opening of commercial circulation. However, the real concern of these settled companies is not the condition of rent and preferential conditions for the shops. Their concern is always their own target customers.
Therefore, modern stores should target end customers as target customers. This is the fundamental way to solve the problem.
Repositioning customers, then at this time, stores and entering merchants are partners, and they are partners who work together to serve end users. At the same time, what the store really should consider is not the feeling of entering a merchant, but the experience of the end user. With such a consensus, the store and admission customers will reach a high degree of recognition, and the operation will naturally save a lot.
Here, I want to give strategic planners and business managers a word, that is ----- the final problem that the company has to solve is one, that is, the end user's pleasant experience.
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