How Gift Companies Seek Success in Competition

The core competitiveness of the industry In today's fierce market competition, if a company wants to gain a foothold in the market, it must establish its own core competencies. The core competencies are “creating customer satisfaction”. Well-known management guru Luke said: "Today's corporate competition is not the competition between products but the competition between business models and customer service."

In the early stage of the development of the gift industry, gifts such as business gifts, celebrations, and conferences by the government, enterprises, and institutions need to dominate the market for a long time, and the unprecedented prosperity of craft gifts has been achieved. With the fierce market competition and the intensification of product homogeneity, product innovation seems to be the main theme of the gift industry. Many companies year after year, racking their brains to launch various new products, hoping to satisfy the greedy demand of the market, but it is still counterproductive.

Is the gift market really coming to an end? Does the market really no longer need craft gifts? In today's collective downturn of crafts,

How do companies get out of this fierce competition to succeed? Let us try to create customer satisfaction with the vision of business model.

First, the big pattern gift industry is a typical big market and small business. The scale of the company not only fails to become a competitive advantage, but also becomes a burden more often than not, because the large-scale backside, in addition to the improvement of quality, may also increase the cost. In addition, more and more companies have become more and more urgent about the demand for sales promotion, and practical gifts have become so popular that large companies in the gift industry are facing unprecedented pressure. Are craft gifts really going downhill? Is it really impossible to form a big company in the gift industry? In my opinion, the overall share of the gift market has become larger because of the availability of practical gifts, and the proportion of craft gifts has become smaller, but there has been no reduction in its absolute value. With the increase in demand for practical gifts, there will be As more and more practical products are added as gifts, category competition will become extremely fierce. The temporary downturn of craft gifts does not mean that it will decline. Its product attributes and market demand attributes determine that it will exist for a long time until it dominates the gift industry again. This just gives an excellent opportunity to save money.

Second, the big strategy is precisely based on this kind of thinking. Your company must take decisive action and integrate vertical and horizontal methods, including metal products, tin crafts, jade crafts, glass crafts, and ceramic crafts. Wait for several major industries. Using the complementarity of product processing methods, fully exerted many advantages in design, process, and production, and formed a very complete industrial cluster of craft gifts; at the same time, utilizing the difference in market demand among products, weaved a huge amount. A careful sales network. Through the integration and sharing of this upstream and downstream resources, you have established a dominant position in the category of craft gifts and laid a firm foundation for the future development of the company.

Third, specialization in the gift industry, any company can not include all products, but can not establish all the products competitive advantage. Without a clear strategic positioning, companies are doomed to go bad, but not far! You need to position one of the products as the company's core business, and continuously accumulate and increase the potential for innovation in R&D, breakthroughs in core processes, and potential for scale production, and continue to build and improve product innovation, technical barriers, and speed. Competitive advantages in production, cost control, etc., make your business more and more specialized.

Fourth, refinement In order to quickly and efficiently market docking, a set of internal and external systems must be established. Within the company, a variety of business models have been set up with gift companies and business units as their units. They are responsible for each other's duties and support each other. In the market, based on actual local conditions, they have established an office system, agency system, and distribution system. System, direct sales and other sales model. The entire system is huge, complex and well-organized. It is like an elephant, accompanied by music and rhythm. Such a company will fly like a butterfly.

V. Maintaining Customers With the development of society, the standard of living continues to increase. The customer's requirements are more diverse and demanding. In particular, the service requirements are even higher. When gift companies attract new customers, how to maintain customers becomes a new problem. The key to maintaining customers is customer satisfaction. What does a highly satisfied customer bring to gift companies? First, he will be loyal to the company for longer, buy more products; second, he can say good things for the company and its products; again, highly satisfied customers will ignore competing brands and advertisements, and are insensitive to price; He can suggest products or services to the company. Therefore, a savvy company often integrates with customers, so it is possible to have a clear context, grasp the entire service process, and grasp the situation; achieve standardized services while at the same time assimilate personalized services; improve the quality of customer complaints.

General Company CEO Jack? Welch said that "quality is our best guarantee for maintaining customer loyalty, our most powerful weapon for dealing with competitors, and our only way to maintain growth and profitability." It can be seen that, in order to create true customer satisfaction, fundamentally speaking, comprehensive quality management must be implemented, and higher quality leads to greater customer satisfaction. At the same time, it also supports higher prices and lower costs. Quality management is the key to creating value and customer satisfaction.