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從服飾品牌行業(yè)發(fā)展看農(nóng)機(jī)市場(chǎng)破局利器

———堅(jiān)持、創(chuàng)新、市場(chǎng)嗅覺
2019-12-17 16:38:39 來源：農(nóng)機(jī)網(wǎng)原創(chuàng) 閱讀量：57126 評(píng)論

導(dǎo)讀：在上期文章《雙十二談“品牌惰性”：農(nóng)機(jī)行業(yè)見解一二》中，我們從本土服裝品牌的沒落與高街品牌崛起中得到了一些思考：巨大的市場(chǎng)空缺、疲軟的市場(chǎng)競(jìng)爭(zhēng)或許能夠成為一個(gè)行業(yè)中短期發(fā)展的紅利，但從可持續(xù)角度考慮，卻會(huì)在一定程度上助長(zhǎng)品牌惰性，唯有創(chuàng)新才是長(zhǎng)久發(fā)展的利器。

　　【農(nóng)機(jī)網(wǎng) 編輯視角】在上期文章《雙十二談“品牌惰性”：農(nóng)機(jī)行業(yè)見解一二》中，我們從本土服裝品牌的沒落與高街品牌崛起中得到了一些思考：巨大的市場(chǎng)空缺、疲軟的市場(chǎng)競(jìng)爭(zhēng)或許能夠成為一個(gè)行業(yè)中短期發(fā)展的紅利，但從可持續(xù)角度考慮，卻會(huì)在一定程度上助長(zhǎng)品牌惰性，唯有創(chuàng)新才是長(zhǎng)久發(fā)展的利器。

　　此外，對(duì)比本土品牌與高街品牌發(fā)展歷程，我們不難發(fā)現(xiàn)幾個(gè)重要的時(shí)間節(jié)點(diǎn)：2006年左右，巨頭進(jìn)入國(guó)內(nèi)市場(chǎng)，內(nèi)地服裝零售行業(yè)持續(xù)保持增速；2009年左右，電商興起，本土品牌與品牌遭遇相同待遇—不受重視；2012年以后，本土品牌沒落，掙扎于去庫(kù)存；2014年左右，商業(yè)地產(chǎn)擴(kuò)張疲軟，移動(dòng)電商普及，品牌實(shí)現(xiàn)彎道超車。
 
　　因?yàn)閳?jiān)持，才能無往不勝
 
　　縱觀港資品牌與內(nèi)地服裝品牌，他們?cè)诿鎸?duì)市場(chǎng)競(jìng)爭(zhēng)時(shí)，都有一個(gè)幾乎相同的觀念：請(qǐng)代言人進(jìn)行廣告轟炸，或者通過價(jià)格戰(zhàn)圈占市場(chǎng)，開更多的分店。
 
　　而當(dāng)完成資本的原始積累后，本土品牌與品牌的選擇便產(chǎn)生了巨大的差異。人口基數(shù)巨大的中國(guó)，被刺激的消費(fèi)欲望迸發(fā)出巨大的購(gòu)買力，而越開越多的店面帶來的是短短時(shí)間內(nèi)就賺的“盆滿缽滿”，制造商們不再滿足于服裝業(yè)，而是將眼光放在了收益回報(bào)更大的金融和地產(chǎn)，鋰電池開發(fā)、經(jīng)營(yíng)景區(qū)、開發(fā)文旅小鎮(zhèn)、開醫(yī)院……于是，那些服裝品牌就只能掙扎于去庫(kù)存的泥淖中，而與之相反的是品牌幾十年如一日的堅(jiān)持，于是便有了高街品牌席卷的成果。
 
　　堅(jiān)持，才能無往不勝。農(nóng)機(jī)行業(yè)一些很好的詮釋了這一真理。
 
　　常州東風(fēng)農(nóng)機(jī)集團(tuán)有限公司始建于1952年，拖拉機(jī)及各種農(nóng)機(jī)產(chǎn)品、零部件生產(chǎn)已有近60年歷史，經(jīng)銷商由2003年的300多家擴(kuò)大到目前的800多家，成為我國(guó)農(nóng)用機(jī)械的代表性企業(yè)。60多年來，正是靠著一代又一代東風(fēng)人的不懈努力，東風(fēng)農(nóng)機(jī)才能夠在助跑農(nóng)業(yè)生產(chǎn)全程機(jī)械化進(jìn)程中取得可喜的成就。
 
　　中國(guó)一拖集團(tuán)有限公司前身為第一拖拉機(jī)制造廠，1955年開工建設(shè)。經(jīng)過60余年發(fā)展，已經(jīng)形成以農(nóng)業(yè)機(jī)械為核心，同時(shí)經(jīng)營(yíng)動(dòng)力機(jī)械、零部件等多元產(chǎn)品的大型裝備制造企業(yè)集團(tuán)，是中國(guó)農(nóng)機(jī)工業(yè)的重點(diǎn)骨干企業(yè)。建廠以來，中國(guó)一拖已累計(jì)生產(chǎn)355余萬臺(tái)拖拉機(jī)和270余萬臺(tái)動(dòng)力機(jī)械，為我國(guó)“三農(nóng)”建設(shè)做出積極貢獻(xiàn)。
 
　　你需要比用戶更了解一線需求
 
　　服飾作為互聯(lián)網(wǎng)重要的消費(fèi)品類，電商平臺(tái)已經(jīng)成為廠商們進(jìn)行大數(shù)據(jù)分析的重要支撐，優(yōu)衣庫(kù)就是抓住了互聯(lián)網(wǎng)機(jī)遇乘勢(shì)而上。
 
　　2016年雙十一，優(yōu)衣庫(kù)打通線上線下庫(kù)存，開啟了線上下單、門店自提等動(dòng)作，庫(kù)存10小時(shí)*；2019年雙十一，優(yōu)衣庫(kù)走進(jìn)直播間，通過直播，終拿下服裝綜合榜、男裝、女裝三個(gè)桂冠。
 
　　當(dāng)然，優(yōu)衣庫(kù)的這些新零售嘗試不是拍腦袋做的決定，而是來自消費(fèi)者的意見。優(yōu)衣庫(kù)曾連續(xù)兩年調(diào)研消費(fèi)者對(duì)天貓雙11的消費(fèi)期待，結(jié)果發(fā)現(xiàn)對(duì)門店自提和換貨的呼聲很高。于是很快在天貓旗艦店上線了門店自提、異地自提、門店換貨等服務(wù)。今年天貓雙之一，優(yōu)衣庫(kù)在門店自提的基礎(chǔ)上又推出“門店換貨”，節(jié)省掉快遞來回時(shí)間。線上線下雙向引流，在提升顧客購(gòu)物體驗(yàn)的同時(shí)，激發(fā)不同渠道的積極性。
 
　　筆者心得：企業(yè)要在激烈的市場(chǎng)競(jìng)爭(zhēng)中找到自己的市場(chǎng)定位與風(fēng)口，則更需擁有敏銳的市場(chǎng)“觸角”，真正了解用戶的發(fā)展需求，甚至是比用戶還更了解一線需求，并設(shè)計(jì)出相關(guān)技術(shù)方案，才能更具核心競(jìng)爭(zhēng)力。

　　以植保無人機(jī)市場(chǎng)為例，個(gè)性化、差異化服務(wù)成為其發(fā)展核心力，用戶更加注重?zé)o人機(jī)數(shù)據(jù)采集的精準(zhǔn)化，以及在此基礎(chǔ)上形成的資源分析與利用價(jià)值。植保無人機(jī)制造企業(yè)不僅需要在產(chǎn)品更新迭代上不斷加碼，還需圍繞行業(yè)應(yīng)用市場(chǎng)實(shí)際需求和用戶具體要求，有效利用人工智能和大數(shù)據(jù)技術(shù)等高新技術(shù)，積極探索更加適用的商業(yè)模式來實(shí)施化運(yùn)營(yíng)服務(wù)。
 
　　DJI大疆農(nóng)業(yè)旗下的T16系列植保無人機(jī)、MG系列植保無人機(jī)、MG播撒系統(tǒng)、大疆農(nóng)服App等產(chǎn)品，在多個(gè)種植區(qū)域?qū)崿F(xiàn)了應(yīng)用，并得到用戶的廣泛認(rèn)可。此外，在商業(yè)模式上進(jìn)行了積極的探索，聯(lián)合合作伙伴，共同構(gòu)建了以人才培養(yǎng)、產(chǎn)品提升、藥劑優(yōu)化、技術(shù)升級(jí)為核心的“人機(jī)劑技”飛防生態(tài)系統(tǒng)。
 
　　產(chǎn)品須滿足市場(chǎng)差異化需求
 
　　“優(yōu)衣庫(kù)的休閑服必須跨越年齡、性別，甚至無視國(guó)籍、職業(yè)、學(xué)歷，真正做到這是大家的服裝。”
 
　　——優(yōu)衣庫(kù)創(chuàng)始人柳井正談經(jīng)營(yíng)理念
 
　　如果說對(duì)質(zhì)量的重視，使得優(yōu)衣庫(kù)正好迎合了中國(guó)消費(fèi)者的需求。那么，“全”就是優(yōu)衣庫(kù)的另一大優(yōu)勢(shì)了。不管是孩子、年輕人和中老年人，還是體重超標(biāo)的人以及孕婦，所有人都能在優(yōu)衣庫(kù)找到合適的衣服。
 
　　筆者心得：沒有哪個(gè)產(chǎn)品可以滿足所有消費(fèi)者，差異化產(chǎn)品定位更容易打入目標(biāo)市場(chǎng)，增加用戶忠誠(chéng)度。差異化市場(chǎng)營(yíng)銷戰(zhàn)略，關(guān)注各細(xì)分市場(chǎng)的不同客戶的需求，設(shè)計(jì)出適合他們的產(chǎn)品和服務(wù)。在農(nóng)機(jī)行業(yè)同樣如此，L型市場(chǎng)走勢(shì)下，大部分農(nóng)機(jī)產(chǎn)品都開始向著多品種、多型號(hào)方向發(fā)展，大中小機(jī)型結(jié)合，以滿足不同地區(qū)不同層次用戶的需求。
 
　　從整個(gè)行業(yè)來看，農(nóng)機(jī)裝備產(chǎn)業(yè)正在向高質(zhì)量發(fā)展轉(zhuǎn)型，農(nóng)業(yè)機(jī)械化向全程全面高質(zhì)高效升級(jí)，農(nóng)業(yè)機(jī)械化發(fā)展領(lǐng)域開始全面拓展。從糧食作物機(jī)械化向經(jīng)濟(jì)作物拓展，從種植業(yè)機(jī)械化向畜牧養(yǎng)殖業(yè)、水產(chǎn)養(yǎng)殖業(yè)、設(shè)施農(nóng)業(yè)、農(nóng)產(chǎn)品初加工業(yè)機(jī)械化延伸，從平原地區(qū)機(jī)械化向丘陵山區(qū)機(jī)械化進(jìn)軍。

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