What are the operating advantages of small and medium-sized enterprises?

At present, corporate mergers and acquisitions are commonplace, and there are more and more large enterprises. Under the pressure of the increasingly huge international and domestic large enterprises, the survival path of small and medium-sized enterprises seems to be narrower. How to find effective strategies to gain their own competitive advantages is an urgent problem for small and medium-sized enterprises. \ x0d \ x0d \ Build up confidence and seek advantages \ x0d \ x0d \ First of all, as a small and medium-sized enterprise, we should have an objective understanding of ourselves, and remember one sentence: "When God closes a door for you, he will definitely open a window". If you lose confidence because of the weakness of the enterprise, it is difficult to concentrate on how to find your own advantages. Many small and medium-sized enterprises have been unable to find and play their own advantages because of lack of confidence. As long as they can do some processing or survive for a period of time, it seems that they are already satisfied. There is no self-confidence. They dare not think and do, so there is no development. A Min melon seeds in Shanghai also started from frying melon seeds in wok, and now it is one of the leading brands of snack food; The duck neck of Wuhan Jason Wu Road used to be just a stall, but now it has an annual sales of hundreds of millions and has developed into the largest duck meat processing enterprise in China? Without confidence, who would have thought that these humble small enterprises could become such a big industry? \ x0d \ x0d \ Too many small and medium-sized enterprises in China worry about survival, so they are blinded by their own eyes. It is true that it is an inevitable prerequisite for small and medium-sized enterprises to survive before developing, but we should not lose confidence because of this concern. It is precisely because this kind of self-confidence is an attitude, a determination and a driving force to solve problems, so if we SMEs want to find and gain advantages, we must first establish confidence. \x0d\\x0d\ Creating advantages by using strategies \x0d\\x0d\ The advantages generated by using strategies are actually "Tian Ji horse racing". We attack each other's shortcomings with our own strengths, attack each other's shortcomings with concentrated attacks, and attack each other's weak links in a misplaced way. This should be the old saying that "shopping malls are like battlefields", and we can appropriately defeat the strong with the weak. \ x0d \ x0d \ Concentrate to generate advantages \ x0d \ x0d \ Although the human and financial resources of small and medium-sized enterprises are not the same as those of large enterprises, they can concentrate their resources on one point and gain local advantages. It is impossible for big brands to invest the same energy and resources in every market, so small and medium-sized enterprises can still gain local advantages. \x0d\\x0d\ took the form of bidding in a store in Tongxiang, Zhejiang Province, and auctioned the right to display and publicize the daily chemical area for one year. The store divided five goals according to the different display areas, and as a result, a local brand became king at a high price of 250 thousand yuan. After bidding, there are only six brands left in the daily chemical area. Even if a big brand like Procter & Gamble stayed in the store, it was adjusted to a poor display area, and its sales shrank rapidly and became heavy. \ x0d \ x0d \ Relying on regional advantages \ x0d \ x0d \ Many local brands rely on regional advantages, and local enterprises have huge advantages in production and transportation costs. As a national brand, despite its deep pockets, it is difficult to defeat local strongmen, and it may not be cheap to fight with local brands. Headquartered in Wuhan, Bao Si has always attached great importance to its leading position in Wuhan and Central China, and has always maintained the first position in Wuhan's chemical products and daily-use products market, that is, relying on its geographical advantages. In the promotion war, as long as the rival P&G attacks, it can be said that Bao Si will give a more severe counterattack, because the production base in Bao Si is adjacent to Wuhan, which takes up the cost advantage of warehousing and transportation. No matter how fierce the promotion war is, Bao Si will have a bigger advantage space in Wuhan. This is not to mention a series of advantages arising from other localization policies and personnel relations. \ x0d \ x0d \ Looking for blank or weak markets of competitors \ x0d \ x0d \ Most big brands occupy important markets, but due to limited funds and capabilities, big brands can't take care of all markets, so their focus is to start from the most important markets and gradually develop into second-and third-tier markets. As small and medium-sized enterprises, they can take the market that big brands don't pay special attention to or even the blank market as their main battlefield. Avoid confrontation with big brands in major markets, and at the same time attack and occupy the weak links of opponents. The three-legged situation of Coca-Cola's main attack on the rural market and the second music is a successful example. \x0d\\x0d\ Turn disadvantages into advantages \x0d\\x0d\ Single product becomes professional: \x0d\\x0d\ Single product highlights a special word, so we only make this product, so we are more professional. In order to meet their own development requirements and expand consumer groups, enterprises must choose product extension, multi-variety and even diversified development, which just exposes their own shortcomings. It is impossible for this enterprise to focus on only one product. At this time, SMEs try their best to dress themselves up as a very specific role. We only produce this product. Dabao's development and growth in the fierce cosmetics market is fully reflected in a special word. For a long time, Dabao only produced sod honey, which made this product a "cosmetic specially produced for our people" and its market position was unshakable. In addition, from the financial strength of enterprises, it is easier to stand on the market by focusing on one product or service. \ x0d \ x0d \ unstable fashion: \ x0d \ x0d \ as a brand with a long history, it gives people the impression of honesty and credibility, but it also gives people the impression of being old-fashioned, so small and medium-sized enterprises can turn the short brand history into a sense of fashion and a new generation. It is with this move that Pepsi gained a firm foothold in front of Coca-Cola. We can see that the latecomers in the market are mostly related to new trends and new fashions, because small and medium-sized enterprises can't compete with established large enterprises in terms of qualifications and strength, and the advantages of these established enterprises are not so obvious or even become disadvantages in front of fashion. At this time, small and medium-sized enterprises can compete with large enterprises in a fair environment, and even take the initiative because of their short history. \x0d\\x0d\ is too small to be customized: \x0d\\x0d\ The production of small enterprises is often in a completely passive situation in the market because there is no cost advantage of large-scale procurement and production. On the contrary, if small and medium-sized enterprises turn to customized products and flexibly adjust products according to customer needs, the scale effect advantage of large enterprises will disappear. It is impossible for large enterprises to attack in order to seize customized market segments with small and medium-sized enterprises. Only let it develop freely, small enterprises gain advantages in the customized market and win valuable living space. \ x0d \ x0d \ Too few qualifications and good service: \ x0d \ x0d \ SMEs often encounter the problem of "which customers have you served", and these customers want to prove the ability, strength and credit of the enterprise. At this time, SMEs should avoid positive answers, but on the other hand, it is precisely because there are fewer customers at present that the service will be more thoughtful and the price will be very competitive. For example, there are many small printing enterprises in the printing industry, which are very popular. The reason is that there are a large number of orders from large printing enterprises. It is certain to ensure that the tasks of big customers are completed first, and small and medium-sized customers will naturally be left out. At this time, small printing enterprises can certainly win small and medium-sized customers with reasonable prices and quick and thoughtful service than large printing enterprises. \ x0d \ x0d \ Unknown value and high profit: \ x0d \ x0d \ Products produced by small and medium-sized enterprises are difficult to be accepted by dealers because they are not recognized by consumers. In fact, the unrecognized value itself is also an advantage. I remember a supermarket owner once said that he didn't want to buy P&G products at all, because the brand was too big, so the profit for dealers was very low, and the policies of support and settlement were very harsh. Therefore, small and medium-sized brands are the real source of profits for supermarkets. Big brands are just the front page, and the price is very transparent, just like giving consumers a price reference. Consumers will judge which is cheaper according to the price difference of these well-known products in different supermarkets. Therefore, some supermarkets will give consumers a good impression of "high quality and low price". They don't make any money on daily big brands, so they can only make money from unknown products and understand the cleverness of small and medium-sized enterprises. \x0d\\x0d\ Gain advantages by clever management \ x0d \ x0d \ Unique personality \x0d\\x0d\ As long as the product has personality, it has advantages. The dining hall was originally a small workshop for handmade cowhide products, which processed cowhide wallets and purses by hand. Now this workshop has opened many chain stores all over the country, all of which have good sales performance because of this unique word. Small workshops can't be compared with international and domestic famous brand leather goods, but it is precisely because of their unique personality that they gain a firm foothold in the market. First of all, the unique name "Caotang" is engraved on the wooden tablet, which makes people feel very different. Secondly, although the whole shop is small, it is decorated with wood carvings and straw ropes, and the shelves and furnishings are all made of wood. All the woodwork was burnt to a very old appearance, and people who passed by the door recently were attracted to stop and watch. In the end, every product is handmade and printed with the brand name of "Caotang", which is very exquisite and unique. Handwork also doubles the value of products from this "workshop", and the price is no less than that of brand-name leather goods. Carpenter Tan, who also specializes in wooden combs, is also an example. Only because of their unique personality can they gain such a competitive advantage. \x0d\\x0d\ Restrict scale \x0d\\x0d\ Unlike large enterprises, the increase in the scale of small enterprises may not bring them any benefits. There used to be a small restaurant of more than 20 square meters, but because of the characteristics of food and the unique environment, customers were queuing from noon to night. Later, the boss decided to expand the scale because of good business, and it was expanded to 158. The same situation happens from time to time in small clothing stores and jewelry stores, which leads to giving up their own advantages. Small shops sometimes rely on the popularity of rare things. It is precisely because there are people waiting in line that more talents will come here. However, once the scale is expanded, not only the operation and management costs will rise, but customers will no longer regard this place as a unique store, which makes the natural advantage worse than other big stores and large enterprises. Therefore, small enterprises may wish to limit their scale and product supply, so that if you consider development, you can open two small stores, which may have more advantages than one big store. \ x0d \ x0d \ Arouse curiosity \ x0d \ x0d \ Using people's curiosity to attract attention is an immediate method. Even large enterprises like Pizza Hut are using this method. When Pizza Hut first landed in China, there were not many advertisements, but it immediately attracted consumers' attention, because as long as there is Pizza Hut, people will queue up, and queuing is the best advertisement, even if no one describes it to you. In fact, Pizza Hut can add more dining seats or open more, but in order to have this word-of-mouth effect and long-term development, they would rather let "God" line up at the door every day. \x0d\\x0d\ Singapore Bread Newspeak with the same principle has received strong market response whether landing in Beijing or rushing to Shanghai. Although the price is about twice that of similar baked goods, it is still "long queue" every day. Other bakeries with stainless steel and glass as the main structure are completely different; Every working procedure in the fully open kitchen is completed under the eyes of consumers; The names such as "A Bian", "Gu Xiang Liupo" and "Banana Point" are novel and unique; Self-help selection and other methods make consumers unable to resist curiosity? No wonder Small Business, established in Singapore in 2000, was listed in Singapore in 2003, and now it has opened stores all over the world.