The second knife of cutting marketing is called market cutting. True masters must pay attention to one thing when doing marketing: that is, market layout.
What is market layout? You see, the Chinese market is so big, like a big cake, how do you eat it? Right? You must not think of swallowing it in one bite, it will be stuck in your throat and can't go out, I teach you a method today, called market cutting, or called regional cutting, you will say: Teacher Lu, the market layout I will not? Yes, of course I knew to go find a place to do it. So what is the principle of market cutting, you may not know ah!
Today to give you an example, a student came to me, he said: Teacher Lu, I am a door maker, I have been doing it for 26 years, in This very developed area of Guangzhou, my door is one of the best doors in China! I am much better than those big brands of doors, you see I imported all the new equipment in Italy, lu teacher I use or environmental protection glue, I do engineering very well, but I have done more than 20 years, lu teacher I do not do much!
I asked him: How much did I say you did in sales? He said: I did more than 200 million! I said: You have achieved more than 200 million yuan in more than 20 years, which is indeed a little small, and you have lost the period of major strategic opportunities for the growth of the Chinese market! He was a little disappointed to hear me say this, and he said: Teacher Lu, then there is no way? I said: Of course there is a way, then we want to emphasize the tactical opportunity period, so where is the most difficult point for you to sell?
He said: Teacher Lu, I don't know how to grow, my customer has been laid out in China, and each market has an agent and a partner. After listening to me, I was surprised, I said: You have dealers and partners in the country, and the enterprise that does 200 million doors actually has a national market, so how many dealers do you have? He said I have more than 300 partners in the country! I asked him in which market are you selling best? He said: Every province in China is about the same, and in every province in China, it probably sells for thousands of dollars, and some are five million and millions! I said: So which province are you doing the most? He said: The biggest thing to do is the Guangdong market. I asked: How much does the Guangdong market account for you? He said: The Guangdong market also accounts for about 10% of my market share.
I said: Then you are called no market layout! He said: Then how can I call it no market layout? I have it in many provinces! I said: You are called sprinkling pepper noodles, sprinkling some seeds in every place, and as a result, you have not effectively watered and fertilized every place, you have not cultivated this field well, and you have not worked hard, so this field has not grown crops well! He said: Teacher Lu, then what do you mean by market cutting?
I said: A market must occupy 40% of sales, this is called the key market. The so-called market layout means that in the local area, you account for 20% of the industry market, which is called the first market, what are the standards of the first market? I will tell you the second indicator, which means that in this local market, you occupy more than 20% of the industry market share, which is called the first brand!
At this time, you will say: Teacher Lu, is this a bit contradictory? How is it 40%, 20%? I tell you: 20% refers to this region, for example, you do the Jiangsu market, I assume that the sales of the Jiangsu market have achieved one hundred million, but my entire enterprise sales are two hundred million; you see, that is to say, my sales in the local market in Jiangsu account for more than 50% of my entire enterprise sales, that is to say, the key market for enterprises, is to account for more than 40% of your entire enterprise sales, and for the layout of the regional market, you occupy more than 20% of the market industry, understand?
After understanding these two concepts, this is called cutting out your key market, so to do a good job in the market, we must remember the concept of cutting out the market, not a market to do very mediocre, not from a market to the sixth and second to the first, the real master cutting market, a shot is the first, from one first to another first, from the local small first to the local big first!
I give you a topic, everyone thinks about it, for example, I go to sell this rice right, I give you 3 million liquidity, you go to the northeast to pour rice, we go back to this market to sell, then you do a year of sales is ten million, for example, earn a million, everyone look at this result, we have two ways of market layout, one is that you go to Shanghai, you also achieved sales of ten million in Shanghai, profits are about one million, but in this market in Shanghai, In the rice industry, you are ranked seventh, which is a market cutting method;
The second way of market cutting, I simply take this kind of product, so much money, where to operate it, such as looking for a county town below Suqian, Jiangsu, then I do ten million sales in that county, the profit is also one million, but I rank first in the industry in this county, ask everyone a question, which of these two layouts is important? Which makes more sense and value?
You said Teacher Lu, the Shanghai market is big! I can have room for expansion, from the sixth to the second to the first, then I tell you, this probability is very, very small, unless the first 6 opponents do not care about you, watch you go bigger, if one of them one of the enterprises is angry, a competition, a promotion of a hard, will drive you out of the market, this is called a night back to the liberation before, what benefits do you have after you do the first in a county? You will form an influence in the local area, you can effectively integrate channel resources, terminal resources, human resources, including what communication resources, large customer resources, so I tell you, a master is a first, from one first to another first, from local first to global first!
Here I will give you an example, I met an entrepreneur in the process of doing consulting, this entrepreneur produces what products, is a bottle of wine, speaking of wine, everyone will think, Maotai, Wuliangye, Yanghe, Fenjiu, etc. These four major brands, Yanghe and Fenjiu, these two big brands I have served them, some people will say: Teacher Lu, there are many local wineries, at every turn is a few hundred million billion, as a small enterprise how do you survive?
Then this entrepreneur he is very smart, he cut a county, he in this county to do more than 70% of the market share, in a county sales reached how much, reached 400 million, in this county to do the first, and then do the second third fourth county, then now the sales of this enterprise has more than a billion, in the local is very influential, this entrepreneur has become a deputy to the National People's Congress, in the local government many commendations, and pay a lot of taxes, This enterprise in Shandong Heze Shan County, speaking of Shan County, his mutton soup is delicious, of course, there is a bottle of wine, than the mutton soup in Shan County sold more famous, larger, called the four gentlemen wine, which four gentlemen have drunk this bottle of wine, Du Fu, Gao Shilian, Li Bai, that is, several of them to shandong tourism, the local county order Tao Qiu invited them to drink, then later this wine is called four gentlemen wine, this enterprise has now done very well.
You see, his enterprise is to cut a local market, to do it first, when a product in a place to do the first, everyone found that there is no, then it has become the king of the mountain, other enterprises want to shake you, want to drive you out of this market or replace you, he has to pay a double price, so we say, the market cut must cut out of the first market, cut out of your base market, so back to the door of the enterprise, I will tell him: you don't do so much market, You cut out the Guangzhou market, put the Guangzhou market partially, concentrate on doing it in the Guangzhou market, including disseminating resources even if you make a few road signs, and then transfer all your human resources back to the Guangzhou market to develop dealers in every prefecture-level city and every county.
Through this approach, the sales of this enterprise have increased by 30% and 40% every year, so you can see how important the market layout is! So the second knife of the cutting market taught to you today is to cut out your first market, the base market, and the core market!