In the past few years, large companies have generally laid off employees. In addition to the economic downturn and increased production efficiency, it should also include mainstream markets such as big hits, pandemics, and prime time programs, which have gradually shrunk. Therefore, large companies that rely on mainstream markets to make profits Profits are gradually shrinking.
So where are consumers going to spend gradually? What are you gradually attracted to?
When a physical store is still limited by a limited warehouse and a limited number of nearby consumers, the online store does not have a limit on the size of the warehouse or the number of consumers (the warehouse of an online store is the warehouse of the factory, the most upstream supplier, The shop does not need to prepare a warehouse by itself).
In the tourism industry, traditional travel agencies mainly rely on physical stores to sell services and products such as travel routes. Online travel agencies (OTA, OTP, etc.) mainly sell travel routes and other services and products online (computer Internet, mobile Internet). Unlike the previous traditional travel agencies that can receive large tour groups with a large number of tourists, the reception is soft. In recent years, traditional travel agencies have become less and less able to receive large tour groups. They are scattered and small tourist groups. Popular tourist routes still have many tourists, but there are more and more niche tourist routes that people can choose. Even if they go to popular tourist routes, they may not necessarily sign up for traditional travel agencies. More than 90% of tourists choose to travel independently. After the epidemic, people Even less willing to travel with many people.
usually traditional travel societies choose popular routes and other services and products, but this popular market is gradually shrinking. In addition to the existing leading companies that can barely survive, other companies will become increasingly difficult to survive. Only by discovering, digging, and providing more tourism routes and other services and products (that is, supply-side reform), can traditional travel agencies have the opportunity to survive and develop. A very important function of
online store big data (including online travel agency big data) is that through past views, stay time, related clicks, sales volume and other data, you can determine what the company’s consumers and target consumers need Services and products to help companies develop and provide services and products that consumers need.
However, there are no two exactly the same leaves in this world, nor two exactly the same people, and everyone's needs are more or less different. Even if you don’t know what services and products consumers need (sometimes, consumers don’t know what they need, but they have the possibility of choosing and consuming the services or products they like), as long as the types of services or products you provide The greater the number, the greater the number of people consumed. Without the influence of brainwashing and herd mentality (people can and are willing to think independently), this trend becomes more obvious. In other words, any service or product you provide has the possibility of being consumed, as long as anyone in the world can obtain the service or product you provide.
I have experienced several large video platforms. I publish the same short video on several video platforms without advertising. The number of views received on some video platforms is compared to the total number of views of all other video platforms. Both are more than doubled (these video platforms are all popular video platforms, and all types of video content are available. There is almost no possibility that a certain video is only suitable for publishing on a certain video platform). It can be seen that some video platforms mainly depend on whether the video quality you provide is high, popular, and less affected by artificial marketing. Such a video platform better achieves a fairer display of video content and higher quality video content. So you can see that the video quality on this video platform is higher and the reputation of this video platform is greater.
As long as you look at those companies and institutions that are already in the traditional channels and have begun to develop network services and network institutions, you will know that even the leading enterprises and institutions of traditional channels have to develop network business. The declining business data of traditional channel leading organizations has forced them to develop online business. You know, if the traditional channels can be maintained or even get better, the head organization does not need to spend more money to develop their unfamiliar network business, which may not bring returns. This is true for traditional heads. Could other traditional heads not be better?
The book "Long Tail Theory" uses detailed data and data analysis results to prove a principle of mathematical set theory: a very large number (product in the long tail) is multiplied by a relatively small The number (the sales of each long-tail product) is still equal to a very large number. And this very huge number will only get bigger and bigger.
Small and micro enterprises, large and medium enterprisesWell, only by serving more personal needs (more niche needs, that is, long-tail needs), can there be room for survival and development.
Is niche demand necessarily high-quality, high-priced services or products? Not necessarily. Judging from the interview articles I have contacted before, there is a company that provides customized online travel services and does not think that customized travel is necessarily high-end travel. It's right to think about it. I went alone to climb a wild road in Badachu in the outskirts of Beijing that few people have walked. Isn't it small enough, but can you say that this is high-end, high-priced, high-quality tourism? Niche also have high, medium and low prices, just as homestays also have high, medium and low prices. The homestay can be regarded as an upgraded version of the farmyard. Some farmyards are successfully upgraded because some people pay the bill in the end, and some farmyards may not be able to upgrade successfully. There are only a few high-spending groups, but so many farmyards (urbanization has led to the hollowing of the countryside, resulting in more rooms that can be used as farmyards). Not all tourists will be high-spending groups. There are always tourists who want to spend, Low-priced farmyard. Some people think that the 300 yuan per day farmyard is too low-end, but statistics from an organization show that most homestays in the country are 300 yuan and below. Let me say that 300 yuan is too expensive, 300 yuan a day can be decent living in Beijing, 300 yuan a night in the countryside is still more expensive? The rooms that are vacated in the countryside are vacant. They can be used as farmyards to generate income and increase the income of rural left-behind personnel.
However, if you mistakenly believe that all homestays should be high-priced, you will definitely miss out on a larger market with more sales. Only by covering all the prices of homestays, covering all types of homestays, and meeting all possible needs, can consumption potential be developed to the greatest extent. At that time, it will be a good period of economic development as beautiful as pastoral.
