Industrial market research is a kind of market research specifically for industrial products or services. Compared with consumer goods market research, it has the following characteristics:

The industrial market is relatively small, but the volume and value of each customer's purchases are large, so the needs and expectations of customers need to be more accurately identified and met.

The decision-making process in the industrial market is complex, involving the participation and influence of multiple levels and departments, so it is necessary to understand the customer's organizational structure and decision-making mechanism more comprehensively.

The degree of competition in the industrial market is high, and the degree of differentiation between products or services is low, so it is necessary to highlight its core advantages and competitiveness.

Therefore, industrial market research requires the use of professional methods and techniques to obtain in-depth, accurate and effective information and insights for the company's product development, market positioning, marketing strategies and other basis and recommendations.

Shangpu Consulting is one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.14Years of market research experience, for more5000Our clients have provided professional market research and related consulting services. Shangpu Consulting has rich practical experience and professional ability in industrial market research. It can design appropriate research programs and methods according to the different needs and objectives of customers, and use a variety of data sources and analysis tools to provide comprehensive, in-depth and valuable research reports and suggestions.

When conducting industrial market research, Champ Consulting generally follows the following steps:

Clear research objectives: communicate with customers to understand their industry background, product characteristics, target market, competitors and other basic information, as well as the problems or challenges they expect to solve or optimize through market research.

Determine the scope of the study: according to the customer's needs and budget, determine the geographical area, industry, customer type, product category and other research objects and dimensions to be covered, as well as the type and amount of data and information to be collected and analyzed.

Design research plan: according to the research objectives and scope, select the appropriate research methods and techniques, such as literature review, second-hand data collection, one-on-one interviews, group discussions, questionnaires, field visits, etc., as well as the corresponding sample design, question design, data collection and analysis tools.

Implement research activities: according to the research plan, organize professional research team, carry out effective data collection and analysis, ensure the quality and accuracy of data, discover and summarize valuable information and insight.

Output research report: according to the requirements of customers, write professional research reports, including research background, objectives, methods, results, conclusions, suggestions, etc., as well as related charts, attachments and other auxiliary materials, to present the research results in a clear, logical and persuasive way.

Provide follow-up services: report communication and feedback with customers, answer customers' questions and doubts, and provide further data support or consulting services according to customers' needs.

To better illustrate the role and value of industrial market research in helping companies build successful product strategies, the following is an analysis of two specific cases:

Case 1: An internationally renowned industrial brand launched a new type of high-efficiency and energy-saving air compressor in the Chinese market

The customer is an internationally renowned industrial brand, the main production and sales of air compressors and other equipment. The customer has a high reputation and reputation in the Chinese market, but is facing fierce competitive pressure. In order to increase its market share and profit margin, the customer plans to launch a new high-efficiency and energy-saving air compressor in the Chinese market, which has an energy-saving rate of up40%The above advantages. The customer hopes to understand the scale, structure, trend, demand characteristics and competition pattern of China's air compressor market through market research, as well as the target customers' awareness, attitude and willingness of the new high-efficiency and energy-saving air compressor, so as to formulate reasonable product pricing, channel selection and marketing strategy.

Champ Consulting provided the following services to this client:

Through literature review and second-hand data collection, a macro analysis of China's air compressor market is carried out, including market size, growth rate, regional distribution, industry application, product structure, etc.

Through one-to-one interview and questionnaire survey, the micro-analysis of China's air compressor market is carried out, including the use of air compressors of target customers (such as automobile manufacturing, food and beverage, chemical and pharmaceutical industries), purchase decision-making process, important influencing factors (such as price, brand, performance, energy-saving effect, etc.), satisfaction evaluation and so on.

Through on-the-spot investigation and group discussion, the product test and evaluation of the new high-efficiency and energy-saving air compressor were carried out, including the target customers' awareness, attitude and willingness of the new product.

Based on the above data and information, Champ Consulting has provided the following suggestions to the customer:

Product pricing: According to the energy-saving advantages of the new product and the cost-benefit analysis of the target customer, it is recommended that the customer price the new product at the high-end level of similar products, that is, higher than ordinary air compressors20%-30%to reflect the value and differentiation of new products.

Channel selection: According to the distribution and purchasing habits of the target customer, it is recommended that the customer adopt a channel model that combines direct sales and agency, that is, set up their own sales and service centers in major regions and industries, and at the same time cooperate with influential and professional agents to expand the coverage and penetration of new products.

Marketing strategy: According to the characteristics of new products and market conditions, it is recommended that the customer adopt the following marketing strategies:

Brand promotion: Use its own internationally renowned brand image, through various media and platforms, to convey the energy-saving advantages and technological innovation of new products to target customers, and improve the visibility and reputation of new products.

Product demonstration: By organizing various forms of product demonstration activities, such as exhibitions, seminars, trials, etc., to show the performance and effects of new products to target customers, and enhance the recognition and trust of target customers.

Customer service: by providing high-quality pre-sale, in-sale and after-sales services, such as technical consultation, scheme design, installation and commissioning, maintenance, etc., to meet the various needs and expectations of target customers and improve the satisfaction and loyalty of target customers.

Case 2: A leading domestic industrial product company launched intelligent industrial lubricants in the Chinese market.

The customer is a leading domestic industrial enterprises, mainly production and sales of lubricants and other products. The customer has strong competitiveness and brand influence in the Chinese market, but faces problems such as market saturation, serious homogenization, and declining profits. In order to increase its market share and profit margin, the customer plans to launch an intelligent industrial lubricant in the Chinese market, which has real-time monitoring, automatic adjustment, remote control and other functions. The customer hopes to understand the scale, structure, trend, demand characteristics and competition pattern of China's industrial lubricating oil market through market research, as well as the target customers' awareness, attitude and willingness of intelligent industrial lubricating oil, so as to formulate reasonable product pricing, channel selection and marketing strategy.

Champ Consulting provided the following services to this client:

Through literature review and second-hand data collection, a macro-analysis of China's industrial lubricant market was carried out, including market size, growth rate, regional distribution, industry application, product structure, etc.

Through one-to-one interviews and questionnaires, a micro-analysis of China's industrial lubricant market was conducted, including target customers (such as automobile manufacturing, food and beverage, chemical and pharmaceutical industries) lubricant use, purchase decision-making process, important influencing factors (such as price, brand, performance, energy-saving effect, etc.), satisfaction evaluation and so on.

Through field visits and group discussions, product testing and evaluation of intelligent industrial lubricants were carried out, including target customers' awareness, attitude, and willingness to new products.

Based on the above data and information, Champ Consulting has provided the following suggestions to the customer:

Product pricing: According to the intelligent advantages of the new product and the cost-benefit analysis of the target customer, it is recommended that the customer price the new product at the high-end level of similar products, that is, higher than ordinary lubricants.30%-40%to reflect the value and differentiation of new products.

Channel selection: According to the distribution and purchasing habits of the target customer, it is recommended that the customer adopt a channel model that combines direct sales and agency, that is, set up their own sales and service centers in major regions and industries, and at the same time cooperate with influential and professional agents to expand the coverage and penetration of new products.

Marketing strategy: According to the characteristics of new products and market conditions, it is recommended that the customer adopt the following marketing strategies:

Brand promotion: use its own domestic leading brand image, through various media and platforms, to convey the intelligent advantages and technological innovation of new products to target customers, and improve the popularity and reputation of new products.

Product demonstration: By organizing various forms of product demonstration activities, such as exhibitions, seminars, trials, etc., to show the performance and effects of new products to target customers, and enhance the recognition and trust of target customers.

Customer service: by providing high-quality pre-sale, in-sale and after-sales services, such as technical consultation, scheme design, installation and commissioning, maintenance, etc., to meet the various needs and expectations of target customers and improve the satisfaction and loyalty of target customers.