Market entry consulting is a service that provides companies with advice and solutions for doing business in new markets or areas. Market entry consulting can help companies understand the size, structure, needs, competition, opportunities and risks of the target market, formulate appropriate strategies, positioning, products, channels and marketing strategies, evaluate investment feasibility and return, and provide implementation support and follow-up. The value of market entry consulting is to provide enterprises with objective, professional and comprehensive market insight, reduce the cost and risk of market entry, and improve the efficiency and success rate of market entry. The challenge of market entry consulting lies in how to collect and analyze accurate, reliable and valuable data and information, how to design differentiated and personalized solutions according to different industries and market characteristics, and how to establish good communication and cooperation with customers. Through an exclusive interview with three market entry consulting experts from different industries and fields, this paper discusses their experiences, methods, cases and suggestions in the process of market entry consulting.

1. what is market entry advice?

Market entry consulting is a service that provides companies with advice and solutions for doing business in new markets or areas. Under normal circumstances, enterprises will seek the help of market entry consultation when faced with the following situations:

New products into the existing field: enterprises have developed a new product, want to promote in the existing industry or field, need to understand the target customer's needs, preferences, purchasing behavior, as well as competitors' products, prices, channels, etc., to develop appropriate product strategy, pricing strategy, channel strategy and marketing strategy.

Existing products enter new fields: enterprises have a mature product. If they want to expand into new industries or fields, they need to understand the scale, structure, characteristics and trends of the target market, as well as the needs, preferences and purchasing behaviors of potential customers, and formulate appropriate market entry points, target customer groups and differentiation advantages.

New business investment: If an enterprise wants to invest in a new business field, it needs to understand the development history, policy environment, industrial chain status, etc. of the field, as well as future development trends, opportunities and risks, etc., evaluate the feasibility and return of investment, and formulate appropriate Investment strategies, cooperation models, etc.

Entering a new region: if an enterprise wants to expand its existing business into a new region or country, it needs to understand the economic, social, cultural, legal and other environment of the target region, as well as the local market demand, competition situation, consumption habits, etc., and formulate appropriate regional strategies and localization strategies.

foreign enterprises/Product entry into China: Foreign companies or products want to enter the Chinese market, they need to understand the characteristics, rules, opportunities and challenges of the Chinese market, as well as the needs, preferences, and purchasing behavior of Chinese consumers, and formulate appropriate market entry models, product strategies, Channel strategy and marketing strategy.

The main services of market entry consulting include:

Market macro research: macro combing of the overall situation of the target market, including market size, structure, demand, competition, opportunities and risks.

Market micro-analysis: in-depth analysis of the target market segment or customer base, including demand characteristics, preference differences, purchase behavior, etc.

Industry chain status: analysis of upstream, midstream and downstream enterprises in the target market, including product supply, supporting services, channel distribution, etc.

Competitive landscape: analysis of the main competitors in the target market, including market share, competitive advantage, strategic trends, etc.

Technology status: Analyze the mainstream technology of the target market, including technology category, technology level, technology development trend, etc.

Market entry judgment: According to the indicators and conditions of the target market, judge whether to enter the market, as well as the difficulty of entering the market and the probability of success.

Market entry advice: according to the specific situation and objectives of customers, provide appropriate market entry plans and suggestions, including market entry points, target customer groups, differentiation advantages, product strategies, pricing strategies, channel strategies and marketing strategies.

Investment feasibility assessment: according to the customer's investment intention and budget, evaluate the investment feasibility and return, including the total investment amount, sub-investment amount, profit margin measurement, return cycle measurement, etc.

Implementation support and follow-up: According to the actual needs of customers, provide implementation support and follow-up tracking services, including project management, risk control, effect evaluation, etc.

What is the value of 2. market entry advice?

Market entry consulting can provide enterprises with the following aspects of value:

Provide objective, professional and comprehensive market insights. Market entry consulting can provide enterprises with an objective, professional and comprehensive perspective by collecting and analyzing a large amount of data and information, and help enterprises understand the current situation and future of the target market, as well as their own advantages and disadvantages in the target market, so as to avoid blind decision-making or missed opportunities.

Reduce the cost and risk of market entry. Market entry consulting can help enterprises avoid unnecessary investment waste or improve the efficiency and success rate of market entry by assessing the opportunities and risks of the target market, providing enterprises with reasonable investment budgets and risk control measures. Market entry consulting can provide effective guidance and support for enterprises by providing appropriate market entry plans and suggestions, help enterprises quickly adapt to the environment and rules of the target market, find the best market entry point and target customer group, create differentiated advantages and brand influence, and improve market share and profitability.

What are the challenges of 3. market entry consulting?

Market entry consulting also faces the following challenges:

How to collect and analyze accurate, reliable and valuable data and information. Market entry consulting needs to rely on a large amount of data and information to support analysis and judgment, but the data and information of the target market are often not easy to obtain or incomplete or inconsistent. It is necessary for consulting institutions to use appropriate research methods and tools, such as first-hand data collection, industry analysis model establishment, etc., to collect and analyze sufficient, accurate, reliable and valuable data and information.

How to design differentiated and personalized solutions according to different industries and market characteristics. Market entry consulting needs to develop appropriate market entry programs and recommendations based on the client's specific situation and objectives, as well as the characteristics and rules of the target market, rather than simply applying common templates or formulas. This requires consulting agencies to have a deep understanding and rich experience of different industries and markets, as well as flexible and innovative thinking ability.

How to establish good communication and cooperation with customers. Market entry consultation needs to maintain close communication and cooperation with customers, understand customers' needs, expectations, confusion, etc., timely feedback on research progress, results, problems, etc., obtain customers' opinions, suggestions, feedback, etc., and jointly optimize the plan and implementation plan. This requires consulting agencies to have good communication skills, service attitude, professional quality, etc.

4. interview with three industry experts

In order to gain a deeper understanding of the practice of market entry consulting, we interviewed three market entry consulting experts from different industries and fields. They are:

Mr. Li: Senior consultant of Shangpu Huatai Consulting, mainly responsible for market entry consulting projects in the automotive industry.

Ms. Wang: Senior analyst at iResearch Consulting, mainly responsible for market entry consulting projects in the Internet industry.

Mr. Zhang: Project Manager of Huaxin Consulting, mainly responsible for foreign enterprises./Consulting projects for products entering the Chinese market.

Here are their answers to the questions we asked:

1. How long have you been engaged in market entry consulting? What changes or trends do you see in this field?

Mr. Li: I have been engaged in market entry consulting for five years. I think the biggest change in this field is that customers' demand for market entry consulting services is getting higher and higher. Not only large enterprises, but also more and more small and medium-sized enterprises, even start-up companies, all hope to find new growth points and competitive advantages through market entry consulting. At the same time, customers have higher and higher requirements for market entry consulting services, not only need to provide data and analysis, but also need to provide specific implementation plans and support, and even participate in the implementation of the project. I think a trend in this field is that market entry consulting services will become more and more segmented and specialized, providing more targeted and valuable solutions for different industries, fields, customers and problems.

Ms. Wang: I have been engaged in market entry consulting for three years. I think the biggest change in this field is that the target and content of consulting services in the market are becoming more and more diversified and complicated. Taking the Internet industry as an example, market entry consulting services not only involve traditional e-commerce, social networking, content and other fields, but also involve emerging live broadcast, short video, community group buying and other fields, and even cross-border education, medical care, finance and other fields. At the same time, market entry consulting services need to take into account not only user needs, competitors, technological development and other factors, but also policies and regulations, social impact, data security and other factors. I think a trend in this field is that market entry consulting services will become more and more digital and intelligent, using big data, artificial intelligence and other technical means to improve the efficiency and quality of data collection and analysis, and provide more accurate and real-time market insights.

Mr. Zhang: I have been engaged in market entry consulting for four years. I think the biggest change in this field is that the scope and depth of the market entering consulting services are becoming more and more extensive and in-depth. Taking foreign enterprises or products entering the Chinese market as an example, market entry consulting services involve not only first-tier cities or first-tier industries, but also second-and third-tier cities or second-and third-tier industries, and even rural or special industries. At the same time, market entry consulting services not only need to understand the basic situation and rules of the Chinese market, but also need to understand the psychology and behavior of Chinese consumers, as well as the characteristics and changes of Chinese culture and society. I think a trend in this field is that market entry consulting services will become more and more localized and humanized, focusing on establishing emotional connections and trust relationships with Chinese consumers, and providing products and services that better meet the needs and preferences of Chinese consumers.

2. What difficulties or challenges have you encountered in your market entry consultancy and how have you overcome or solved them?

Mr. Li: I have encountered many difficulties or challenges in the process of market entry consultation, such as the difficulty of data collection, the rapid change of customer demand, and the difficulty of scheme implementation. I usually overcome or solve it by the following methods:

Data collection is difficult: I will try to use various channels and methods to collect data, such as web search, public reports, association experts, industry insiders, etc. At the same time, I will try to verify the source and reliability of the data, such as comparing multiple data sources, checking the time and scope of the data, etc. If the data is insufficient or uncertain, I will try to fill in or support it with logical reasoning or hypothesis verification.

Rapid changes in customer needs: I will try to maintain close communication and feedback with customers, keep abreast of changes in customer needs and suggestions, adjust research directions and content, and avoid deviating from customer expectations and goals. At the same time, I will try my best to predict the possible changes in customer needs in advance, provide a variety of alternatives and suggestions, and increase flexibility and response capabilities.

Difficulties in the implementation of the plan: I will try my best to establish a good cooperative relationship with customers, provide implementation support and follow-up tracking services, help customers solve the problems and difficulties encountered in the implementation process, monitor the implementation effect and feedback, and adjust the plan and strategy in time. At the same time, I will try my best to consider the feasibility and operability of the plan, and avoid putting forward too idealized or complicated plans and suggestions.

Ms. Wang: I have encountered many difficulties or challenges in the process of market entry consulting, such as rapid market changes, numerous competitors, and rapid technological updates. I usually overcome or solve it by the following methods:

The market is changing rapidly: I will try to use various technical means to collect and analyze data, such as big data, artificial intelligence, cloud computing, etc. At the same time, I will try to update data and information in real time to maintain sensitivity and insight into the market. If there are unexpected events or new trends in the market, I will adjust the research focus and content as soon as possible to grasp the changes and opportunities in the market.

Many competitors: I will try my best to understand the situation of competitors, such as products, prices, channels, marketing, strategy, etc. At the same time, I will try my best to analyze the strengths and weaknesses of competitors, as well as their possible movements and reactions. If a competitor has new initiatives or threats, I will assess its impact on customers and risks as soon as possible, and provide corresponding coping strategies and suggestions.

Technology update quickly: I will try my best to pay attention to the development and innovation of technology, such as new technologies, new applications, new models, etc. At the same time, I will try to assess the impact and value of the technology, as well as the feasibility and acceptability of the technology. If there is a new breakthrough or change in technology, I will analyze its opportunities and challenges to the market and customers as soon as possible, and provide corresponding technical strategies and suggestions.

Mr. Zhang: I have encountered many difficulties or challenges in the process of market entry consultation, such as large cultural differences, complex policies and regulations, and difficulty in grasping consumer psychology. I usually overcome or solve it by the following methods:

Cultural differences: I will try my best to learn and understand Chinese culture and society, such as history, geography, customs, values, etc. At the same time, I will try my best to respect and adapt to Chinese culture and society, such as etiquette, habits, communication methods and so on. If cultural differences lead to misunderstandings or conflicts, I will explain and apologize as soon as possible, seeking understanding and understanding.

Complicated policies and regulations: I will try my best to be familiar with and abide by Chinese policies and regulations, such as taxation, trade, environmental protection, intellectual property rights, etc. At the same time, I will try my best to pay attention to and predict the changes and impacts of China's policies and regulations, such as new policies, new regulations, and new standards. If policies and regulations lead to difficulties or risks, I will seek professional advice and help as soon as possible to provide corresponding compliance strategies and suggestions.

Consumer psychology is difficult to grasp: I will try my best to understand the needs, preferences, and purchasing behaviors of Chinese consumers in depth and extensively, such as questionnaires, interviews, and observational studies. At the same time, I will try my best to establish and maintain emotional connection and trust relationship with Chinese consumers, such as brand stories, word-of-mouth marketing, social media, etc. If there are new changes or needs in consumer psychology, I will adjust products and services as soon as possible to provide products and services that are more in line with the needs and preferences of Chinese consumers.

3. Can you share some specific examples of market entry consulting you have been involved in? How did you conduct your research and provide your services?

Mr. Li: I have participated in many specific cases of market entry consulting. One of the more representative cases is to provide consulting services for a Japanese automobile company to enter the Chinese market. The company mainly produces high-end cars andSUV, want to launch a new one in the Chinese market.SUVproducts to increase its market share and visibility in China. We provide the following services to this company:

Market Macro Research: We provide customers with China by collecting and analyzing various data and information.SUVThe overall situation of the market, including market size, structure, demand, competition, opportunities and risks. We found ChinaSUVThe market is a high-speed growth and huge potential market, but it is also facing fierce competition and diversified needs.

Market micro-analysis: We provide customers with in-depth analysis of different market segments by segmenting the target market, including demand characteristics, preference differences, purchase behavior, etc. We find that the customer's target segment is the high-endSUVmarket, which is mainly composed of young, affluent, fashionable consumers who areSUVProducts value not only performance and quality, but also design and personality.

Competitive landscape: By analyzing the main competitors in the target market, we provide customers with the situation of competitors, including market share, competitive advantage, strategic trend, etc. We found that customers at the high endSUVThe market is facing strong competition from domestic and foreign brands, among which European brands led by German brands occupy a large market share and influence, and North American brands represented by American brands also have a certain market share and popularity, while domestic brands are mainly concentrated in the middle and low end.SUVmarket, but also some brands began to high-endSUVMarket entry.

Technology status: Through the analysis of the mainstream technology in the target market, we provide customers with technology information, including technology category, technology level, technology development trend, etc. We found that customers at the high endSUVThe market has strong technical advantages, its products have advanced power systems, intelligent systems, security systems, etc., and continue to carry out technological innovation and upgrading to meet the high-end needs of consumers.

Market entry judgment: We provide customers with market entry judgments based on the indicators and conditions of the target market, including whether they should enter the market, as well as the ease of entry into the market and the probability of success. We believe that customers should enter the Chinese high-endSUVMarket, because the market has huge growth potential and profit margins, and customers have strong technical advantages and brand influence, but customers also need to face fierce competition and diversified needs, so it is necessary to develop appropriate market entry programs and recommendations.

Market entry recommendations: We provide customers with appropriate market entry solutions and recommendations based on their specific circumstances and objectives, including market entry points, target customer groups, differentiation advantages, product strategies, pricing strategies, channel strategies and marketing strategies. We recommend that customers take first-tier cities as the market entry point, young, wealthy, and fashionable consumers as the target customer group, advanced technology and personalized design as differentiation advantages, and high-high quality, high-performance, and high-intelligence.SUVProducts are the main products, high-end pricing strategies are used to reflect product value and brand image, self-operated stores and distributors are the main channels, and a combination of online and offline methods are used to display product characteristics and attract consumer attention. Brand stories, Word-of-mouth marketing, social media and other methods to establish brand influence and consumer trust.

Investment Feasibility Assessment: We provide our clients with an assessment of investment feasibility and return based on their investment intentions and budgets, including total investment, sub-investment, profit margin measurement, and return cycle measurement. We calculate the customer in China high-endSUVThe total amount of investment in the market is about10RMB 100 million, including investment in product research and development, production, channel construction, marketing and promotion. We expect customers in the high end of ChinaSUVThe profit margin of the market is about20%, the payoff period is approximately5Year.

Implementation support and follow-up: According to the actual needs of customers, we provide customers with implementation support and follow-up tracking services, including project management, risk control, effect evaluation, etc. We assist customers to formulate and implement the implementation plan of market entry, monitor and control the progress, quality, cost and risk of the project, regularly report the implementation and effect of the project to customers, timely adjust and optimize the plan and strategy, and help customers successfully achieve the goal of market entry.

Ms. Wang: I have participated in many specific cases of market entry consulting. One of the more representative cases is to provide consulting services for an American social media company to enter the Chinese market. The company mainly provides a short video-based social media platform, and wants to launch the platform in the Chinese market to seize the share and users of the Chinese short video market. We provide the following services to this company:

Market macro research: By collecting and analyzing various data and information, we provide customers with the overall situation of China's short video market, including market size, structure, demand, competition, opportunities and risks. We found that China's short video market is a fast-growing and highly active market, but it also faces policy and regulatory restrictions and challenges from competitors.

Market micro-analysis: We provide customers with in-depth analysis of different market segments by segmenting the target market, including demand characteristics, preference differences, usage behavior, etc. We found that the target segment of our customers is the short video social media market for the younger demographic, which is dominated15-35For short video social media platforms, they value not only the quality and diversity of content, but also the interactivity and fun of the platform.

Competitive landscape: By analyzing the main competitors in the target market, we provide customers with the situation of competitors, including market share, competitive advantage, strategic trend, etc. We found that customers are facing fierce competition from domestic and foreign brands in the short video social media market for young people. Among them, domestic brands represented by Douyin occupy most of the market share and user base, as well as strong content ecology and operations. Ability, andInstagramAs the representative of foreign brands also have a certain influence and user base, as well as a higher level of internationalization and innovation capabilities.

Technology status: Through the analysis of the mainstream technology in the target market, we provide customers with technology information, including technology category, technology level, technology development trend, etc. We found that customers have strong technical advantages in the short video social media market for young people. Their platforms have advanced video processing, recommend algorithms, social functions and other technologies, and continue to innovate and optimize technology to improve user experience and satisfaction.

Market entry judgment: We provide customers with market entry judgments based on the indicators and conditions of the target market, including whether they should enter the market, as well as the ease of entry into the market and the probability of success. We believe that customers should be cautious to enter the short video social media market of young people in China, because the market has a huge user scale and growth potential, and customers have strong technical advantages and international influence, but customers also need to face strict policies and regulations and strong competitors, so they need to formulate appropriate market entry plans and suggestions.

Market entry recommendations: We provide customers with appropriate market entry solutions and recommendations based on their specific circumstances and objectives, including market entry models, target user groups, differentiation advantages, product strategies, channel strategies and marketing strategies. We recommend that customers enter the short video social media market of young people in China in a joint venture or cooperation manner to avoid the restrictions and risks of policies and regulations15-25Young users at the age of 18 are the target user group, with advanced technology and international content as the differentiation advantages, high-quality, highly interactive and interesting short video social media platforms as the main products, online channels as the main channels, online and offline ways to display product characteristics and attract users' attention, and brand influence and user trust are established by brand stories, word-of-mouth marketing, social media and other ways.

Investment Feasibility Assessment: We provide our clients with an assessment of investment feasibility and return based on their investment intentions and budgets, including total investment, sub-investment, profit margin measurement, and return cycle measurement. We estimate that the total investment of customers in the short video social media market for young people in China is about5US $100 million, including investment in product development, channel construction, marketing and promotion. We expect customers' margins in the short video social media market for the young Chinese population to be around15%, the payoff period is approximately7Year.

Implementation support and follow-up: According to the actual needs of customers, we provide customers with implementation support and follow-up tracking services, including project management, risk control, effect evaluation, etc. We assist customers to formulate and implement the implementation plan of market entry, monitor and control the progress, quality, cost and risk of the project, regularly report the implementation and effect of the project to customers, timely adjust and optimize the plan and strategy, and help customers successfully achieve the goal of market entry.

Mr. Zhang: I have participated in many specific cases of market entry consulting. One of the more representative cases is to provide consulting services for a German home appliance company to enter the Chinese market. The company mainly produces high-end air purifiers and wants to launch the product in the Chinese market to seize the opportunities and needs of the Chinese air purifier market. We provide the following services to this company:

Market macro research: By collecting and analyzing various data and information, we provide customers with the overall situation of China's air purifier market, including market size, structure, demand, competition, opportunities and risks. We found that the Chinese air purifier market is a fast-growing market that is affected by environmental pollution and health awareness, but also faces differences and uncertainties in product quality and effectiveness, as well as a lack of consumer awareness and trust.

Market micro-analysis: We provide customers with in-depth analysis of different market segments by segmenting the target market, including demand characteristics, preference differences, purchase behavior, etc. We found that the target market segment of our customers is the high-end air purifier market, which is mainly composed of high-income, highly educated and high quality consumers who value not only the function and effect of air purifier products, but also the brand and design.

Competitive landscape: By analyzing the main competitors in the target market, we provide customers with the situation of competitors, including market share, competitive advantage, strategic trend, etc. We found that customers are facing diversified competition from domestic and foreign brands in the high-end air purifier market. Among them, European brands represented by Philips occupy a larger market share and credibility, and domestic brands represented by Midea also have a certain market share. Market share and popularity, while other brands are mainly concentrated in the low-end air purifier market, but some brands have begun to enter the high-end air purifier market.

Technology status: Through the analysis of the mainstream technology in the target market, we provide customers with technology information, including technology category, technology level, technology development trend, etc. We found that customers have strong technical advantages in the high-end air purifier market, and their products have advanced filtration systems, intelligent systems, security systems and other technologies, and continue to carry out technological innovation and upgrades to improve product quality and effectiveness.

Market entry judgment: We provide customers with market entry judgments based on the indicators and conditions of the target market, including whether they should enter the market, as well as the ease of entry into the market and the probability of success. We believe that customers should actively enter China's high-end air purifier market, because the market has huge demand and growth potential, and customers have strong technical advantages and brand influence, but customers also need to pay attention to improve product recognition and trust, and establish emotional connection and trust relationship with local consumers.

Market entry recommendations: We provide customers with appropriate market entry solutions and recommendations based on their specific circumstances and objectives, including market entry points, target customer groups, differentiation advantages, product strategies, pricing strategies, channel strategies and marketing strategies. We suggest that customers take the first-tier cities as the market entry point, take high-income, high-education, and high quality consumers as the target customer group, take advanced technology and elegant design as the differentiation advantages, take high quality, high-effect, and high-safety air purifier products as the main products, use high-end pricing strategies to reflect product value and brand image, and use self-operated stores and distributors as the main channels, show product features and attract consumer attention in a combination of online and offline ways, and build brand influence and consumer trust through brand stories, word-of-mouth marketing, and social media.

Investment Feasibility Assessment: We provide our clients with an assessment of investment feasibility and return based on their investment intentions and budgets, including total investment, sub-investment, profit margin measurement, and return cycle measurement. We estimate that our customers' total investment in the Chinese high-end air purifier market is approximately2billion euros, including investment in product research and development, production, channel construction, marketing and promotion. We expect customers' profit margins in the high-end air purifier market in China to be approximately25%, the payoff period is approximately6Year.

Implementation support and follow-up: According to the actual needs of customers, we provide customers with implementation support and follow-up tracking services, including project management, risk control, effect evaluation, etc. We assist customers to formulate and implement the implementation plan of market entry, monitor and control the progress, quality, cost and risk of the project, regularly report the implementation and effect of the project to customers, timely adjust and optimize the plan and strategy, and help customers successfully achieve the goal of market entry.

Conclusion

Market entry consulting is a service that provides companies with advice and options for doing business in a new market or sector. Market entry consulting can help companies understand the size, structure, needs, competition, opportunities and risks of the target market, formulate appropriate strategies, positioning, products, channels and marketing strategies, evaluate investment feasibility and return, and provide implementation support and follow-up. The value of market entry consulting is to provide enterprises with objective, professional and comprehensive market insight, reduce the cost and risk of market entry, and improve the efficiency and success rate of market entry. The challenge of market entry consulting lies in how to collect and analyze accurate, reliable and valuable data and information, how to design differentiated and personalized solutions according to different industries and market characteristics, and how to establish good communication and cooperation with customers. Through an exclusive interview with three market entry consulting experts from different industries and fields, this paper discusses their experiences, methods, cases and suggestions in the process of market entry consulting.

This article is generated by Shangpu Huatai Consulting Company, which is a professional market entry consulting service organization with rich industry knowledge and project experience to provide high-quality market entry consulting services for enterprises in all walks of life. If you have any needs or questions about market access consulting services, please contact us and we will be happy to help you.