Tiger Pro Note: Affected by the epidemic, many companies have only started construction recently. No matter whether they are working from home online or in batches, the people It is eagerly expected that everything will be back on track, but the severe test of reality continues. Churchill once said, Do n’t waste a good crisis. Under tremendous pressure, entrepreneurs have begun to re-examine strategies, organizations, teams, save time, and look forward to giving the best solution in the current situation. .

It is against this background that Tiger Sniff Pro smashed a bureau and invited several sharing guests and 500 billion-level CEOs together on February 8-2 On the 13th of May, 6 days, using the four major modules of the macro chapter, organization chapter, business and strategy, and actual combat chapter, online discussion of “people and money, how to quickly return blood?”

This is the actual record of the seventh lecture course. Yao Rongjun, the president of Junzhi Strategy Consulting, is invited to analyze the changes in customer needs and changes in competitors. , And the four elements of strategic innovation, explain how companies strategic innovation. The following is a text collation of the course content.

I’m Yao Rongjun from Junzhi Strategic Consulting. I’m very honored to be invited to share with you.

Due to the outbreak of this period, there were a lot of confusion and overwhelming, even some panic and fear, and there was also positive optimism. Of course, the most discussed topic is the impact of the epidemic on the economy.

After everyone discusses the impact of the epidemic on life and life, it is natural to pay attention to the economy. In fact, companies have never paid attention to the economy. It is impossible for entrepreneurs to be isolated at home. The company’s business development and team management are waiting for entrepreneurs to worry and arrange.

So, what should entrepreneurs pay most attention to during this time?

Thinking in the epidemic

Sun Tzu ’s Art of WarThe phrase: “A prophet is not to be taken from ghosts and gods, not to be an event, and not to be tested.”

An important point is called “not like things.” This is to say that we cannot simply make analogies of similar things.

For example, when SARS came in 2003, the economic environment at that time was completely different from what it is now. At that time, the total economic volume of China was only 1.4 trillion yuan, and today it is 14 trillion yuan, ten times that of that year. That year was also in the period of market dividends after joining the WTO in 2001, and the chapter of reform and opening up was further opened. Therefore, the proportion of the entire foreign trade in the total economic volume also quickly took two years from 7% in 2001. Reached 30%. At that time, there was no Sino-US trade friction. On the contrary, the United States needed to join hands with China at that time. Economically more open and supportive. Now, our exports to the world have increased, but to the United States has fallen by 12.5%, and the tertiary industry accounted for 53.9%, which is much higher than in 2003.

So it is difficult for us to consider all these inevitable or accidental factors and then compare them with SARS in 2003 to find out how the epidemic situation will evolve next? For example, predict that our GDP (growth) may be 5% or 5.5%? These predictions, I believe that many macroeconomic studies are of great value and significance, but for entrepreneurs, it is even more necessary to consider what enterprises should pay attention to.

The next line is “unrecognizable.” Even we can’t use some guesswork to understand what our competitors will do. We cannot guess at home what our competitors might do. I think the most important thing for entrepreneurs and executives today is not the macro, but the micro.

What businesses should focus on

So what should we focus on? I think it ’s a change in the market, especially a customerAnd changes from competitors. Only by paying attention to these two variables can we most effectively judge the relationship between the epidemic situation and you, and the real strategic innovation.

Next, I will share some cases, large and small, to share with you, what should companies do when customer needs change or competitors change.

Each enterprise may have different scales, different industries, and different problems encountered at the moment. I share my thoughts on change with you as much as possible. I hope that the first thing you do is listen The voice of your front-line team, so that you know where the “fire” of our company should go. Ren Zhengfei once said: “Let the frontline call for fire.” Entrepreneurs should pay attention to the two variables of customer demand and competitors.

Then let’s start with the changes in customer needs. Let’s use three simple examples first. Let me explain to you how to judge the relationship between current changes and strategy, and then innovate.

Changes in customer needs

Liu Liumei: use the potential to stimulate demand and hide the brand promotion category

Youmei is a young plum business, with annual revenue of more than one billion yuan. In the early days, he invited Yang Mi to advertise: “It’s okay, just eat plums.” For this company, let’s take a look at his current product advantages and the changes in the current environment. What should he do?

Green plums can be made into black plums, plums, snow plums, lover plums, and so on, and Yoomei basically controls the origin of green plums. Ome has a very unique advantage that it is rich in organic acids, especially citric acid. The citric acid of a green plum is twice that of a lemon. Organic acids have a very large feature that they can sterilize, preserve and prevent diarrhea, especially to keep food fresh.

So, we helped him re-determine the differentiated value, called “Be a little bit sour, and eat plums.” Let this organic acid feel quickly mobilize people’s taste, and then consume it. In the Spring Festival this year, despite the epidemic situation, Yomei also sold well. Because before the Spring Festival, Yomei has made a good layout in various channels, especially e-commerce. But it is clear that the impact of the epidemic on Yo-Yo Mei is also huge. So the first thing to look at is what has changed in the environment?

At present, the most talked about is the post-epidemic state relations. Everyone will pay attention to the warming of Sino-Japanese relations.

If you have been to Japan, you will find that this country will eat plums regardless of eating, drinking or snacking, and their lives are inextricably linked to plums. Japan has had five cholera cases in the previous one or two hundred years, but plums contain organic acids, so they played a great role in preventing cholera. Now, because they often eat raw cold seafood, they still have to eat green plums at each meal to promote digestion and prevent food poisoning. Now, more consumers are paying attention to the Japanese lifestyle. At this time, under the premise of the original strategy, you can combine your own advantages, and according to environmental changes, the strategy can make some changes, and then match the demand to stimulate customer consumption.

What should I do in such an extraordinary period? We should see that Japan’s population is only 120 million, but the average annual consumption of Ome is 700,000 tons. The average annual consumption of China’s 1.4 billion people is only 100,000 tons. So how can we take advantage of this market variable to our advantage and allow customers to accept us?

The way we suggest to Yomei is to “hide brand push categories.” At present, everyone is concerned about their own survival and how the company should develop. It is actually difficult to push a brand with non-rigid requirements into the minds of customers. Therefore, at this time, it is appropriate to launch a category to convey the value of the category. What are the benefits to the human body, so as to meet the needs of customers. And tell everyone that this plum is used in all aspects of Japanese life, especially widely used in some sterilization, antiseptic and antidiarrheal food poisoning, etc. With the help of such an environmental change, the characteristics and functions of the green plum raw material Highlight it.

At this time, the minds of customers are the most open, and they will look for this category more. And when he went looking for the category of green plum, the customer found that the brand of yomei was the leader in making green plum products, so customers would naturally take the lead in consuming the brand of yomei.

So the way to hide brand promotion categories can be quickly introduced by taking advantage of changes in this environment and combining the advantages of their own products and operations. This is where you can spot changes in customer demand and drive sales.

Blake’s large particle building blocks: meet customer needs, leverage category attributes, and grab market share

The second case is Brock’s large particles.

The building block industry is currently monopolized by the giant Lego. We often say that Lego is building blocks, and building blocks are Lego. Lego has endorsed the building blocks. However, we found that although toys such as building blocks are puzzles, because the LEGO particles are very small,Very difficult, especially suitable for children over six years old, and even adults to fight it. So in fact, a space was left, and Bruker found this market vacancy and made “building blocks specially designed for children aged 1-6”.

This time the outbreak opened a window for Bruker: Almost all of us were locked in at home, but there were also many people who could n’t get together. Bruker was concerned that those police doctors and nurses fighting on the front line The elderly and children of these people are left unattended, especially those aged 1-6. Therefore, many doctors on TV news are actually not afraid of being tired or afraid of risks. They just want to hug their children. At this time, Bruker quickly donated a total of 300,000 sets of building blocks worth 100 million yuan to the front-line medical workers in the fight against the epidemic, as well as front-line staff of families who could not take care of them, as long as their children were 1-6 , You can apply online for collection, and you can deliver it to your door.

This opens the door to the minds of customers, and gives some medical staff, especially the public officials who fight the front line, to take care of children.

This kind of charitable donations has also ushered in a lot of government agencies and celebrities to help him propagate, including some big authoritative media also started to promote such a one on Douyin WeChat Weibo event.

This is called Associated Lending Opponent, retreating product characteristics to category attributes. Through such a charitable donation activity, let everyone know that there is a brick brand different from Lego, Brock, which is specially designed for children aged 1-6, and it is finally combined with strategy.

So when the external environment changes, the customer’s needs (the doctors fight against the front line and they don’t have time to take care of the baby) are placed there. There is such a change that opens the window for our strategy and brand.

Yadi electric vehicles: Pay attention to customer travel needs and enter the mainstream crowd view

As the return to work time begins, everyone will return to work one after another. However, due to the epidemic situation, everyone traveled to and from the company from where they lived. How to travel with peace of mind has become anxiety for many people. Many experts recommend that you take less public transportation during unusual times. then what should we do? It is impossible to call every day. On the one hand, the cost is high, and on the other hand, the driver is worried because he contacts more passengers. It ’s too late to buy a car, and it ’s hard to grab a license plate.

At this time, the needs of the mainstream population change, and more people take the electric bike to work as a matter of course, because he needs to ride alone. So this time, we go keenlyDiscover the changing needs of customers to take advantage of the trend into the mainstream.

As an industry leader, Yadi first did two things in public welfare: first, he quickly established a 30 million public welfare fund to export related medical supplies from 77 countries; and On the other hand, 10,000 electric cars were donated to medical staff in Wuhan. After the city was closed in Hubei, the transportation inside Hubei was also stopped, but many doctors and nurses had to walk to work.

At the same time, Yadi is also adjusting its strategy as soon as possible, linking itself to how the mainstream crowd can travel with peace of mind, and deliver it to the door to solve the travel problem after everyone returns to work in the city.

So Yadi is paying attention to the rework tide and the mainstream crowd, especially the group who want to let them consume. Demand arises because of changes in the environment. Many white-collar workers also have such considerations, how to travel with peace of mind? At this time, Yadi quickly mobilized his resources to pack among the mainstream people in mainstream cities: “I am the leader of electric vehicles, you can choose Yadi to travel with peace of mind.” This is also a variable that Yadi found in the epidemic .

Then the competitors change, then how should we deal with the relationship with competitors so as to find opportunities.

Competitor changes

Jingzai dried fish: Defining competitors and realizing consumption substitution

This is an enterprise from Yueyang, Hunan, with annual revenue of more than one billion yuan.

In fact, such a regional brand is very easy to be ignored in the early categories. For example, when it comes to dried fish, you may not have heard of it. You ca n’t even remember to consume dried fish. Therefore, the entire distribution channel does not know where to go. Sometimes it is placed with spicy stew, sometimes with snacks. In many cases, it is placed in scattered places for weighing or at the checkout counter. The snack itself is a trillion-dollar market, and there are many choices, and it is not a just-needed product.

The most important thing for Jinzai Xiaoyu is: Who does form a substitute relationship with? It is with whom we form a competitor that can eat me, but not need to eat others. Therefore, how to define your competitors has become the most important key task of Jinzai Xiaoyu.

After this epidemic, everyone pays more attention to the body and will pay more attention to the possibility of consuming better and healthier categories. The category fish is itself in cognition