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The domestic gift industry currently has about 3,000 gift suppliers, with annual sales of about 20 billion, gift service providers of about 20,000, and annual sales of about 30 billion. Mainly divided into three major business gifts, welfare gifts, promotional gifts. It is expected that the total annual demand for the domestic gift market will be around 800 billion yuan.
The growth and driving patterns of China's gift industry are summarized as industry-driven, flat growth, and low industrial concentration are still in the first stage of competition.
Industry environment changes:
In 2012, the international and domestic economic uncertainties have greatly increased.
The large demand environment for gifts began to be severe. Now the government has concentrated on the procurement management; the long-term improvement of small treasuries; the serious management of official property; the introduction of gifts for income tax; and the extension of product quality. Concentrated reflects the impact of state regulations and policies on the courtesy industry. Shanghai's relevant policies introduced in November began to take shape. On November 16th, the Standing Committee of Shanghai Municipal People's Government passed the "Shanghai Municipal Product Quality Regulations (Draft)" in its first trial, expanding the applicable objects of statutory requirements for product quality to gifts and prizes, and explicitly extending the related responsibility of promotional items and prizes from manufacturers. To the business. On November 21, the State Council promulgated the "Regulations on the Administration of Organs (Draft for Soliciting Opinions)". The "Draft for Comment" clearly stipulates that the prices of centralized procurement of goods and services by the government should be lower than the average market prices of similar goods and services and be made public on a regular basis. On November 23, the Ministry of Commerce issued the "Management Measures for Single-Use Commercial Prepaid Cards (Consultation Draft)" for public comment. Regulate single-use commercial prepaid cards.
Industry consumption points to changes:
The entire gift market has undergone drastic changes, surging, and the pattern of tripartite formation of the original Chinese, Moutai, and Naolung has been broken. The pattern of IT products, green products, precious metals collections, and gift markets has abruptly changed. This means that the 2012 gift market trends have evolved from singleness to diversity, to the diversified needs of health, fashion, and appreciation.
Changes in consumer cognition:
Brand power, convenience, experience, cost-effectiveness and other factors affect consumers' choice of gifts to varying degrees.
Changes in the industry chain:
The vertical integration of the gift industry chain has relatively large problems in all aspects of the entire gift industry chain. There are many problems in the gift supplier brand, technology, creativity, channels, production, logistics, and so on. It will be transformed into an industry focus with core resource models and business models, gift wholesaler upstream sales without scale, no voice, no downstream premium, no loyalty, no core model, there will be an extension of the brand and category . . There are three types of gift service providers: purchasing, rebate, and communication. They will change the direction of the refiners, excavators, consultants, designers, and appraisers. The industry chain will appear in 2012, with deep integration of horizontal and vertical. There will be a three-in-one whole online and offline industry chain.
Industrial consolidation is about to begin:
At present, the reasons for the integration of the gift industry later than other industries are generally the following:
1, the consumer origin: the gift industry's consumer demand caused by the origin, the author of this origin is different from other industries summarized as diverse, hidden, discrete, the characteristics of this feature led to the gift industry integration consumption The origin of the person is very difficult, and it matches the management extension with industry and marketing from EMKT. Com. Cn integrated management capacity and difficulty is very great, the gift industry contains almost all marketing models.
2. Inadequate industrial protection: Innovative companies and products cannot obtain the protection and sustainable interests of relevant laws and regulations, so that innovation drives cannot drive the core of the enterprise and industry, and the gift industry and product innovation with extremely high correlation between product experience and emotions. Killing directly led to the three basic competition strategies of differentiation, concentration, and cost leadership. The gift industry that should adopt the most differentiated strategy has gone to a cost-leading model. The entire industry belongs to low-level competition.
3, industry drivers have not stopped, there are opportunities for growth in the plane, the driving force for the vertical growth model driven by core competitiveness is not strong.
4. There is no emergence of a company group with capitalization, a clear business model and core competitiveness with integrated integration strength.
Conil's empirical research on the industry's life cycle and integration laws shows that there will be about 20-25 years from the birth to the concentration of an industry to the balance of the industry, and the symmetry of the industry information on the Internet, coupled with the liquidity of capital The increase has led to the acceleration of industrial integration.
The gift industry starts within two to five years from the point of view of the industry's integration cycle, the current high gross profit (30%), the speed of entry of free capital, and industrial integration. The gift industry will conduct the first round of reshuffling and industrial integration within 2-5 years. The severe environment of the industry has caused a squeeze in the industry space. In the event of a decrease in relative value, the absolute value of the opportunities for excellent companies to use industry consolidation will rise. After this round of reshuffling, one has a clear business model and the core driving force. The group of companies is about to emerge, and the game industry's rules of the game will revolutionize subversion within five years.
Under the background of industrial change, as the most sensitive marketing field for subversive transformation, the marketing mode of the gift industry in 2012 will undergo tremendous changes.
The essence of service marketing is to deeply satisfy consumer needs, stimulate potential consumer demand, use service systems, form firewalls, extend supply chains to demand chains, and establish connections with consumers. In terms of production companies, they should further extend the value chain. Gift companies should move from selling products in the past to selling services.
Integrate marketing viral marketing, 2D code media, catalog marketing, database marketing, direct review marketing, and various marketing methods around target groups and target sites. At a certain point in time, conduct a three-dimensional integration attack. Integrated marketing includes almost all The gift of the marketing industry has a lot to offer.
Cross-border marketing Cross-border marketing is the cross-border of products, and the core is the satisfaction of different needs of the same target group. The resulting resource integration and the resulting replacement of resources in different behaviors will make a difference in the diversified needs of the gift industry.
The multi-domestic industry of multi-species marketing has gradually evolved from the â€œbrand derivative categoryâ€ to the â€œbrand-supported brandâ€ era. The marketing logic relationship between brands, categories, products and markets has undergone profound changes. The essence of gift category marketing is that companies explore their own unique advantages (such as the development advantages of creative products, precise niche market positioning), and occupy a piece of their own position in the customer's mind. In fact, the construction of each commodity category represents the adaptation or change of a consumer's needs in establishing a lifestyle.
Strategy-oriented, product-oriented, customer-oriented, and competitive-oriented perspectives, determine the current product structure. Improve the structure of the company's exhibits, determine the brand products, profit products, cash flow products, product blocking, and other qualitative. Then, the directional resource matching and pattern matching are performed. For example, **products can be completed only for cost allocation. In the production design. Do not require beauty is not weaker than the opponent. Mainly through cost leadership for clearing campaigns. Profit products: niche marketing, analysis of consumer behavior chains, product design, high gross profit, pattern matching, firewall establishment through products, time, space, patterns, and 3D.
Customized marketing: The core of customization is to use powerful methods of creativity and resource integration to use extended services to become competitors' obstacles to competition. Customization generally goes through three stages: efficient customization, large-scale customization, and customized customization.
Experience marketing: With the intensification of competition, consumer demand for products and related information is amplified by competition. Experience marketing has become an important means of market interception. The special city pays special attention to the gift industry in connection with feelings. Experience marketing will become an important marketing tool. It also backtracks on changes in systems and business models. Internet marketing: Traditional marketing is characterized by information asymmetry, and the information age in the Internet age is the breadth of information and information symmetry. The development of the Internet derives from the discovery and collection of consumer information. Experience and reach and delivery. There will be a complete subversion, and the original irreplaceable experience of traditional products will also be completely overturned due to the fact that the Internet has in recent years virtual enhancement technology and the perfection of three-d technology.
In 2012, we grasped the general trend of industrial change, made good use of the changes in marketing models, and made breakthroughs in the industry. 2012 began to let us wait and see the changes in the gift industry.
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