Questions to be Answered: (Growth Rate, Growth Drivers, Channel Development Patterns, Segmentation Trends)
From the Consumer Side: Are Consumption Habits Changing? (Here we need to define: what is the consumer habits? Must be the general direction, such as 4P, and will not be able to directly land the marketing strategy, for example, we see from the general direction, the category of high-end products rising trend is obvious, we can conclude that is to enter the high-end products, further? How to enter the high-end market? But "the market is long do high-end are successful?" (Obviously, we should be the trend to launch high-end products, this is a conclusion, but how to launch high-end products, in this analysis, is not reflected.)
From the competitive end: what are the competitors doing?
The two aspects are two sides of the same coin. Changes in consumer habits will definitely be reflected in the market data, and the market competition is also reflected with market data.
Sales, sales volume, price
It is also important to pay attention to the distinction between cause and phenomenon: you can not use different expressions of the same thing to explain, for example, because there is an increase in consumer spending power, so the sales of high-priced products go high - this is not called an explanation. Price rise is only a manifestation and result, why the price rise? For example, it may be that consumers are pursuing quality, or it may be that the market has the highest percentage of products at this price point, and manufacturers are pushing products at this price point. Then the former is active, the latter may be passive, or it may be pseudo-demand: the unit price of cell phones has been probing upwards, but there is no market for thousand dollar machines? Or the new brand from the thousand yuan machine to cut in is bound to fail?
Every explanation requires 5 whys? Shallow explanations do not stand up to questioning at all: for example, sales decline in XX province (or product perspective: a decline in a subcategory), if you want to ask why? Why XX province decline, or a subcategory is not selling well?
Compared to the amount / volume / price is in the overall category, look at the development trend and driving factors. The Four Factors of Growth is to break it down in more granular dimensions and find the factors that drive growth.
Consumption grading: refers to the shift of consumers from low unit price to high unit price.
What is the nature of the channel?
The essence of channel analysis is still the theme of sales status and performance assessment of each channel. Channel data analysis of consumer consumption wind direction understanding has a supporting role, often said, the rise of new brands behind the basic is the rise of new platforms and channels, such as the earlier Amoy brand, and now the perfect diary of the Little Red Book. But generally this kind of consumption changes over a longer period of time, because the analysis of a short period of time is actually not very useful. The greater role is used to do performance assessment and market growth (after all, growth is the need to land, and one of the performance of the landing is the operation of the channel)
Changes in consumption habits: various city levels, consumers are accustomed to different ways of consumption? The development of emerging channels?
Subcategories and products are almost the same, but the product may exist together with other issues, such as the same type of product price, we will be divided into low middle and high end products.
Subcategories may be the same type of product for different populations (for children, middle-aged, elderly)
Split so much, a lot of them have a kind of halfway feeling, for example, disassembled to show that the growth rate of student milk powder is very high, this is a fact? But how did this fact lead to? Why is today's student milk powder growth so fast? Things are only half solved.
(Consumer voice, media voice: coffee comes to mind, last year and the beginning of this year, coffee's voice is very high. Representing a future trend? If in combination with these theories can be foreseen? Suddenly thought of sound volume should have two kinds of it: consumers, manufacturers. The sound volume that manufacturers hype is not the real sound volume. How to measure the sound volume of consumers? (For example, from Taobao search and other indicators to see)
All of these are from the market data to inverse consumer change. This change is macro: it is not that the previous consumption habits do not exist, just that some of the old consumer habits have changed + new consumers new habits, so it leads to the old consumption habits in the reduction.
What are consumption habits?
It is:
Consumption capacity - price
Consumption channels - purchase channels
Consumption products - category development
Frequently asked questions:
Why is the market share falling?
What is the future strategy?
Analysis Methods
1. Monopoly Strength Analysis
top5 share: analysis of the remaining market space
2. Competitiveness Analysis
Competitiveness of sub-category products = sub-category market share/overall share
Analysis Methods:
1. Shopper / Selling Power Split: analysis of the implementation capacity
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Rollout rate (quantity)
Selling power (quality): every 1% of stores, their own selling power
Additional thoughts needed:
How do you get these data? Competitors, overall market, channel data.