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Company Grows with Customers

In the digital age, customers are not stratified, the key is whether companies can find new needs of customers. If we can continuously subdivide the new needs of old customers, keep up with the pace of customer progress, and grow together with customers will become the most effective growth for the company.

Chaoyi Machinery Co., Ltd. has been adhering to this concept to grow together with customers.

1. Pay attention to the life cycle of customer needs.
Digitalization is about creating new demands on the customer side, so it has nothing to do with history. When we are talking about leaving the competition, we must pay attention to the life cycle of customer needs. It has a period of development, a period of growth, a period of fading, a period of maturity, and finally a period of decline.
We hope that the life cycle of customer needs will always grow, and then continue to mature, then a quadratic curve will appear, return to development, and continue to grow and mature. Because maturity is usually accompanied by decline, we don't want to mature ourselves.

How to ensure that the life cycle of customer needs does not fade until growth? Does not decline to maturity? Companies need to constantly create new demand or predict the next demand. This is why companies can continue to leave the competition.

2. Constantly create new demands.

To continuously create new demands, companies need to pay attention to two things.

First. Insight into the new needs of customers

Many people are used to saying "customer segmentation", thinking that customers can be divided into high-end, mid-end, and low-end. In fact, customers are not hierarchical.

BMW and Mercedes-Benz have developed well together in the past 30 years. In the past, these two brands positioned their cars for high-end people. BMW has always emphasized the pleasure of driving, while Mercedes-Benz has always emphasized the comfort of riding. They divided the high-end people into two groups and almost monopolized the car market for high-end people.

With the progress of customers, the current customers are no longer stratified, and companies need to grow with customers. BMW quickly kept up with the growth of customers, no longer emphasized high-end, and began to emphasize a new concept-youth and fashion. At the same time, BMW bought Mini and began to introduce small cars, which dropped from the 7 series to the 3 series, and later the BMW 1 series.

BMW clearly knows that today's customers can no longer use a layered way of thinking, but must be younger. Soon, Mercedes-Benz also followed up to adjust its products. Since then, people's dreams of getting a BMW and Mercedes-Benz cars have become easy to realize.

In the digital age, customers are not stratified, the key is whether companies can find new needs of customers. Customer segmentation is not just new customers. What companies need to focus on is the new needs of old customers. If we can continuously subdivide the new needs of old customers, keep up with the progress of customers, and grow together with customers will become the most effective growth.

The part that grows together with customers is a very effective market. Therefore, growing together with customers is the most effective growth for an enterprise. In the life cycle of customers' needs, enterprises need to pay special attention to the new needs of customers.

In fact, it is very important to tap the deep needs of customers, so that companies have the opportunity to grow together with customers. Following the growth of old customers is actually easier to achieve and lower cost than developing new customers, but it is a pity that many companies often ignore this. Following the growth of old customers, companies must meet the new needs of old customers and provide better and more convenient services, so as to continuously form new markets and make the company sustainable.

Second. Extend the customer's internal value chain

The customer's internal value chain refers to a value link from the customer's purchase of a company's product to his use of the product. In this link, how should companies use it?

Today, successful companies recognize and make good use of a truth: If a product is sold out to represent the end of the manufacturer’s efforts, then it is also the beginning of customers’ efforts to adapt to the product.

In other words, when the company sells the product, the company ends its own efforts, which means that the customer's efforts begin. Therefore, companies should delay the time when customers start their efforts. This is the extension of the customer's internal value chain, which can generate value beyond imagination.

For a while, China's home appliance industry has entered a state of complete competition. Many home appliance companies have joined the vicious price war in order to compete for customers. And a company adopted a new model, the company's sales doubled and left the competition.

Generally speaking, customers cannot take them home after buying home appliances and need to take a taxi. They probably calculated that an average taxi fare of 20 yuan can bring home appliances, so they decided to pay the customer 20 yuan as a taxi fare. Because of this 20 yuan, customers are willing to buy several hundred yuan of home appliances.

The relationship between the customer and the enterprise actually has a port. The stop of the enterprise means that the customer needs to work hard. If a company can extend a little bit toward the customer side and be half a step ahead of its peers, it will be able to leave the competition. This is why I think it is easier to leave the competition from the customer side, because what the customer wants must be valuable.

Company Grows with Customers

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    Name: May Lin

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