First, the ubiquitous industry has more people to buy more people, and there are more people learning the car. The driving school market is getting more and more fire, and the competition between driving schools is getting more and more fierce.
According to the rules of market competition, market competition improves service levels. The service level of driving school should be higher and higher? At the very least, the basic needs of the trainees to "learn to drive" should be met? The real situation is: "The road killer" has become synonymous with the new driver, the students got off the school car, and then on the "sports" car. It turns out that so many driving schools that teach people to drive, most of them have not fulfilled the promise of teaching students how to drive...
What is hidden behind this is the industry's unspoken rules in the driving school market. The original driving school task is how to get a new driver to get a driver's license.
In China, almost no industry has no hidden rules:
1. Software industry: Inferior software quality is a generally accepted fact. Software is not going to be a problem. If it is not a problem, it is not software. Therefore, any software will have problems, and the software manufacturers will first be forgiven.
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2, the milk industry: the finished milk processed by pure fresh milk and the finished milk reduced by milk powder can not see any difference, so the imported milk powder processed into fresh milk is popular..
3, crystal industry: crystal is natural; but crystal can be artificial, artificial crystal can also be called crystal directly; lead glass looks like crystal, it can also be called crystal. So the manufacture of crystal jewelry is too lazy to use artificial crystals, directly called the lead glass crystal, so the streets are like fake crystals made of lead glass like Swarovski...
4, fruit industry: cooked fruit can not be stored; unfamiliar fruit can not be sold, so savvy merchants have adopted technological innovations to let the fruit's raw and cooked control freely. The half-baked fruit is picked up, transported long-distance after packaging, long-term storage and transportation, when it is needed to be sold out, the ripening agent is sprayed, and the green half-fruits are quickly red and bright, and they are sold in full, and both are beautiful, so they are popular in the industry. , became a rule.
6, decoration industry: the owners do not worry about the construction quality of roadside decoration laborers, spend several times the price of hiring professional decoration company, wait until the real work, but actually found the roadside decoration labor..
7. Catering industry: Many restaurants wash vegetables just once, water can wash hundreds of bowls, buy meat and go to the farmer's market to buy near-deteriorated meat, which is almost the unspoken rule in the industry.
The terrible thing is that in less than three decades, in almost every industry in China, there are basically unspoken rules of the industry that cannot be spoken out.
It is very easy to understand that behind the unspoken rules of the industry, the black interest chain colludes with the shameless deception of consumers.
When a few people's violations get paid and don't pay the price, the whole industry follows the choice of degeneration, so the unspoken rules become the evil curtain of the interests of the entire industry.
What is more terrible is not only that the whole industry is caught in the unspoken rules, but even more terrible is the “prisoner effect†that occurs in consumers. In the long-term environment of unspoken rules, it is impossible to get rid of it and has to succumb to it, to succumb to anger, to helplessness, to helplessness. To accept life, from confession to habits, from habits to numbness, to later, even if you know the truth, you are no longer as sensitive as you were, until you are not surprised, or even not so uncomfortable.
Thus, under the combined effect of "collective degeneration" and "prisoner effect", the unspoken rules of the industry were firmly stabilized, and a terrible vicious balance was formed in a certain period of time.
Second, the hidden rules behind the huge business opportunity industry under the unspoken rules are first of all the whole industry's insistence on the entire consumer group. Consumers are forced to bear with the reasons of time cost, legal cost and choice cost.
In fact, the consumer's needs are not satisfied, not only are not satisfied, but also extremely dissatisfied, it is impossible to choose the compromise, at this time, as long as there is a good choice, the customer will choose to flee without hesitation.
We can see that in China, the national enthusiasm for the concept of "import" has never been attenuated. It is not imported from Asia, Africa and Latin America. As long as it can choose to import, it will not choose domestically produced, not so much as imported goods. Rational preference, it is better to say that it is extremely disappointing to domestically produced goods.
Looking at the reputation of Chinese manufacturing abroad, you can see the serious consequences of the unspoken rules of the Chinese industry.
From the 1980s to the 1990s, China was generally prevalent in the era of low-cost manufacturing. The winds of cutting corners were prevalent, and the cost of compression was quite excessive. There was no basic limit, the prices of products were getting lower and lower, and the quality of products was getting more and more. The result of cutting corners and cutting materials has caused a huge gap between our products and foreign products. This impression has been firmly fixed in the minds of consumers, so the hats of cheap quality have begun to wear in China. Made on the head.
Some companies have not used the trick of cutting corners to produce cheaper products. Instead, they have withstood short-term cost pressures, and have consistently controlled product quality and improved quality as a business policy. Those who are keen to produce cheap quality products. When the company was ruthlessly abandoned by consumers, the company that pursues product quality has achieved rapid growth, and it has become bigger and bigger, and even become a global industry giant.
Zhengtai Electric is a typical example. When the entire low-voltage electrical industry earns hot money through shoddy work, Nan Cunhui insists on producing high-quality products with a firm belief in quality and at a disadvantage when prices and output are at a disadvantage. While other companies' product grades are getting lower and lower profits are getting lower and lower, and sales are also stalling, Chint Electric has achieved a growth rate far exceeding the industry average speed! In an industry with relatively low technical content and high competition, it is indeed commendable to achieve such great achievements.
We know that there are no satisfied needs, there are market opportunities, and behind every industry's hidden rules, there is a large group of customers who are not satisfied with the demand. Although this market is fiercely competitive on the surface and the market space is narrow, in fact, we have carefully analyzed that everyone is competing in a relatively low level and competing under the same hidden rules, such as competition between driving schools. Helping the students to reluctantly compete on the basis of the exam, and strive to fight for it, everyone did not solve the customer's dissatisfaction. It can be seen that industries that seem to be highly competitive are not without market opportunities. As long as there is a so-called industry unspoken rule to force users, there is an opportunity for entry.
For example, China's hotel industry is a highly competitive traditional industry, but the development of budget hotels has grown by leaps and bounds in recent years. The main market is from ordinary employees of private enterprises. We know that the treatment of foreign-owned enterprises is generally high, and the travel expenses are basically five-star. The low-star rating affects the image of the company. The bosses and executives of private enterprises must live in Samsung's four stars even if they don't live for five stars. The general employees of private enterprises are more difficult to do on business trips. According to the quota, they only live in those unstarred hotels and even guest houses. The health and environment of hotels and guest houses in China are not white-collar workers. It is difficult to accept, but the cost limit is limited, so I have to endure the quilt that is not fragrant and smelly, the quilt that is not clean, and the bath water that is not hot or cold.
Suddenly one day, the reduced version of the star hotel came, the room is small, it doesn't matter, the position is partial, and the key sanitary conditions are greatly improved. It is suitable for the white-collar workers of private enterprises with limited accommodation funds, so the budget hotel is on fire.
It is far from enough for a company to learn to adapt in an industry. Adapting to the environment can guarantee survival and survive like all its peers. It is also destined to be as mediocre as all its peers. "Breaking the unspoken rules and liberating consumers" is a The basic points of enterprise marketing innovation. You have to remember that you can only because you are behind a strong consumer.