The Essence Of Business: Profit Model Client

Companies survive because they find demand and satisfy demand, value and value. "Who is mine? Customer What is the biggest demand of him or her is the "revolutionary first issue" for creating and running the company.

"The simplest. profit The mode is the best profit mode, and the elites always speak up repeatedly on TV.

This is a perfectly correct nonsense. The key is that you still don't know what the "simplest profit model" is at all. You don't even know where the simplest profit model should be.

Companies survive because they find demand and satisfy demand, value and value. "Who is my client? What is his or her biggest demand"? It becomes the "revolutionary first issue" for creating and running the company.

The simplest way to make profits is to identify and lock in your target customers.

Profit model customer page -

Human factors Sense of worth But different

[case 1] in 1956, Mrs. Estee Lauder launched a "luxury white gold cream" that was 100 times more than the market price, and the public was in an uproar. With a headline, the newspaper asked provocative, "what is the value of a bottle of cream for 115 dollars?" "The most valuable ingredients, the most innovative technology, the transcendental sensory experience", Mrs. Estee Lauder gave this reason for the cream she called "beautiful gold mine": "you are the most beautiful woman in the world", "love your skin, because it is irreplaceable"!

"Who knows how to appreciate such precious and luxurious skin care products, even at all costs?" -- only a distinguished lady like you "-- who uses her, who is associated with Duchess of Windsor, Mrs. Reagan Nancy, Princess Grace Kelly of Morocco, and so on, who has the status symbol of" elegant, noble and exquisite quality of life ". Mrs. said, "everyone's life is inseparable from a luxury."

This remarkable product has become the "originator of luxury skin care products". In 2006, when the price cream came out 50 years ago, Estee Lauder once again launched the world's limited edition "platinum respecting pet skin series" at a price of 10800 yuan.

[case two] annual sales volume ranged from 0 to 2 billion yuan, and only 3 years for all customers. After 3 years, the sales target of all customers was over 10 billion yuan. To my surprise, the price tag of the product is only 29 yuan and 99 yuan. Beside the price tag, there are two distinctive Chinese post-80s, Han Han, who is rebellious and enthusiastic, and Wang Luodan, "I am the master of my youth".

It is said that the old age that hates "excellence" has struggled to find the spokesperson of the "half customer" in the first half of the year, "always feel wrong" until one day someone mentioned Han Han. In the old age, looking for the process of Han Han and Wang Luodan's endorsement is also a process of self positioning and correction. Wang Luodan's natural and unpretentious state is appreciated by old age, while Han Han is an ordinary but alive person.

It is a spirit of "everyone is very ordinary and everyone is extraordinary". The original fashion can also walk down the noble altars overlooking the public. The original fashion can also be parity, so there is the slogan of "people's fashion", and there is "all objects" in the "national flirting".

This is a typical case of two different profit models: "focus on high-end" and "civilian line". Whether it is high-end or civilian, it is necessary to give a reason for consumption. Hidden behind this reason is the enterprise's deep understanding of the target group of its service, and the accurate grasp of the basic values of the target group of its service. As long as the resonance of the target population is aroused, the values of enterprises are resonated with the values of the target group, and profits become a natural thing.

From tourists, spectators, podcasts, flash customers, visitors, visitors, guests, visitors, visitors, customers, and customers, a variety of "customer" groups can be found on the vast Internet platform today. The powerful Internet function also provides the possibility to explore and focus different "customers" groups. In the final analysis, all kinds of "customer" officials are actually a variety of human elements. When technology is no longer a problem, the in-depth exploration of human nature has become the key to competition.

A good profit model often grasps some important demand in human nature. Outstanding entrepreneurs are often masters of human nature.

In 1903, an American named Henry Ford founded an automobile company, boldly put forward the vision of "making everyone able to sell cars", without doubt calling out the universal aspirations of that era. In 1908, Ford launched the world's first "T model car" belonging to the ordinary people. In 1913, Ford motor developed the world's first assembly line, which made the assembly speed of the T car increased by 8 times and the cost greatly reduced. At that time, it occupied 55% of the market share. However, after the first World War, the society underwent subtle changes, and the new generation who advocated pleasure and dared to advance the consumption of loans wanted to "choose different colors and styles of cars" to publicize individuality. GM has timely launched the famous market segmentation strategy of "different wallets, different targets and different models", which is undoubtedly the accurate grasp of the pulse of this era.

In just a few years, Ford's market share plummeted. In 1927, Ford stopped the production of the T model, and then merged Buick, Cadillac, Chevrolet and other famous automobile brands to become the world's largest auto company.

The ups and downs of the market position is precisely due to the accurate grasp of the target group. Man is a changing life, and his concept will change with the changes of the times, sticking to the old values and not keeping pace with the times, and will inevitably be eliminated by the times.

This story reminds me of a summit held by our new leader club, entitled "the most successful business model in the past 10 years and the most successful business model in the next 10 years". I think our reality in China is very similar to that from Ford motor to General Motors in 1920s. The long shortage of material has brought about the great success of the rapid expansion of the past 10 years of standardization, low cost and franchise. Econo Hotel "home like" is a typical example. In the next 10 years, with the improvement of people's living standard and the further publicity of personality, standardized production and personalized presentation will become the "new leader". The orange hotel, the top three strong players in 2010, is the embodiment of this trend.

The value orientation of consumers is changing quietly. What is the profit model of our enterprises?