中国消费品市场进入供过于求的时代企业怎么办？
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中国制造业经过最近二十多年突飞猛进的发展，取得了前所未有的巨大进步，大部分消费品的加工和制造能力已经排名世界第一，如服装、鞋帽、家电、文具、一些家居用品等等。中国制造的产品几乎成为全球中低价商场的主要商品。这是令中国人自豪和高心的事情。
然而正因为我们的制造和市场能力快速提高，企业生产能力超过的市场的需求能力。今天全国各地商场商品应有尽有，同样一种规格和类型的商品可以有几十种甚至是几百种选择。因此商品价格的惨烈竞争变成一种必然。 降价是乎已经成为许多企业选择最佳方法。
其实这几年价格竞争早已在各个消费品领域展开了，如家电产品价格竞争、食品饮料价格竞争和家居用品价格竞争，还有旅游服务价格竞争等等。可以说中国90%以上的消费品市场都存在供过于求的问题，中国的消费品市场早已进入了成熟市场阶段。 曾经为企业带来巨大收入和利润的产品已经变成了微利和无利产品。TCL的收机就是很好的案例。一个新产品诞生马上有许多企业蜂拥而至，该产品的利润立刻下降甚至消失了。这就是成熟市场最典型的表现。
那么面对消费品市场供过于求的环境企业怎么办？
对于某一个企业来说不可能改变市场，因此只有适应市场的变化，改变自己的经营管理和市场营销的战略战术。正确的战略思路只有以下几个方面：
1． 降低制造成本，降低产品价格。
这是市场最立竿见影的战略，过去我们的企业已经在这方面做出了许多努力，那么有没有新的降低成本的策略方法？从哪里可以降低成本呢？
这就需要创造性的思维。
2． 提升产品创新和创造能力。
这是彻底解决问题的思路，但是需要艰苦和长期努力，不是一时一刻可以解决问题的。
要提高企业竞争最有效的战略方法就是提高企业的产品技术创新和创造能力，中国制造企业已经有了长期的资金和技术积累，应该可以找到自己解决问题的策略和方法。只是目前缺乏创新的思维和机制。
3． 增加出口能力。
从低价竞争的角度增加出口可以弥补国内市场销售收入和利润不好的问题，但是如何面对欧美国家日益严格的贸易壁垒仍然会有许多问题。
4． 寻找新的投资先机。
中国市场仍然存在许多的全新，还没有人开发的商机，问题是如何去寻找？能够寻找商机人才何在？
我们先见策划愿意为所有在中国市场遇到困难的企业提供创造性的服务。 帮助企业解决企业创新能力的问题，寻找新的商机问题。
欢迎国内外企业与我们联系，联系方法是[email protected], [email protected],
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2005年8月15日星期一
How to win in new market environment of supply over demand?
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China manufactures have made rapid development during these twenty years. The capacity of manufacture of consumer goods have ranked first numbers such as Chinese clothes, shoes, electronic products and so on. Commodities made in China have been showed in most of shops around the world. This is good news for Chinese people and China.
However this phenomena also tells us our manufacture capacity has been over market demand. Today if we want to buy one kind of commodity, there are dozens of even hundred of choices of similar commodities. So reducing prices is must for large numbers of manufactures.
Several years ago price competitions have been practiced widely on many areas of industries such as food & beverages, electronic products, clothes tour service and so on. 90% of commodities are in the stage of supply over demand. Those products have made high profits before, now they become low profit. Once one new product appears in the market, large numbers of manufacture follow soon. China market goes into mature stage now.
How to face this market environment?
As one manufacture it cannot change market, so it should change its own strategy and tactic on management and marketing. There are four ideas below:
1. reducing the cost and price.
This is the quickest way to win price competition, however most of manufactures used this way before, is there some new idea for this method?
2. improving the capability of creation and innovation.
This is the radical way to raise manufacture’s competences. However it need long and hard working.
Based on long time of collection of capital and technology, we believe we can find right ways to improve the capability of creation and innovation in short period of time.
3. enlarging the export volume.
Chinese manufactures still have price competences. It is good way to enlarge export, but we have to face more and more tough trade conflicts between two nations.
4. finding first chance of new investment project.
In China there are lot of new market chances, the problem is how to find first chance? Who can find the chance first?
Shanghai Foresight Marketing Consultant would like to supply creative services for global companies. We can supply the solution about how to improve capability of creation and innovation, and about how to find first chances.
You are welcome to contact us by [email protected], and [email protected].
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