1. Environmental trends
The so-called environmental trend means that enterprises fully understand and control the policies, history and culture, population attributes, economic conditions, technological development, laws and regulations of the whole society. For example, if you are an e-cigarette manufacturer and the policy does not allow you to sell in e-commerce, then you need to find other channels. For example, if you are doing home improvement, you need to know how many new buildings there are in your city, what is the surrounding environmental protection cost, whether it is hardcover sales, whether local people buy more or foreigners buy more, and so on. For example, if you sell luxury goods, you need to analyze the per capita consumption level of your city, the distribution of high-net-worth people, the mainstream cultural background, whether you can use Internet technology to shorten the distance with customers and so on.
2. Industry competition
Industry competition is well understood, that is, the investigation of competitors in the industry where the enterprise is located. It is divided into four parts, namely, intra-industry competition, cost threat, potential entrant threat and substitute threat. For example, if you make sports shoes, then your competitors in the industry are your direct competitors, such as Li Ning and Adidas. At the same time, you also have the threat of cost. For example, your supplier gives you a higher price, because your purchase volume is not high, and your customers are unwilling to pay a high price for the new brand. At this time, your cost will increase greatly. At the same time, you need to investigate other potential entrants and substitutes, such as what if Xiaomi suddenly has sneakers? What if the customer buys a new generation of chip concept shoes instead of traditional sports shoes?
Observe the trend
You need to master the methods of insight into personalized consumption behavior, information collection, information analysis and logical thinking of market strategy in order to finally make the desired effective decision. Instead of running around, seeing some incomplete information and making impulsive decisions. We need to master some basic knowledge of consumer behavior psychology knowledge system, and then collect all kinds of corresponding research data for field observation, analysis and decision-making. This is a scientific and objective market research method. Whether looking for fashion business opportunities, looking for the direction of clothing brand industry, facing the embarrassing situation of breaking up at present, or looking for current sales performance, consumer insight is a core competence. With the information of consumers' needs, you will have confident capital, and many business decisions will be solved.