1. what is market entry advice?

Market Entry Advisory (Market Entry Consulting) refers to consulting services that help companies provide comprehensive market analysis, competitive analysis, risk analysis and strategic advice when entering a new market or expanding a new business area. Market entry advice can cover the following scenarios:

-Entry into a new geographical market, such as the entry of a multinational company into the Chinese market or the entry of a Chinese company into an overseas market;

-Enter a new industry or segment, such as an automobile company entering the field of new energy vehicles or an e-commerce company entering the field of social e-commerce;

Launch a new product or service, such as a smart watch from a mobile phone company or an online course from an education company;

-Adopt a new business model or channel, such as a manufacturing company transforming into a platform company or a retail company transforming into online and offline integration.

In either case, market entry consulting requires in-depth research and evaluation of the target market, including the following aspects:

-Market size and growth rate: how big the target market is, how fast it is growing, and how much potential and space there is;

-Market structure and segmentation: which segments or application scenarios the target market consists of, and how much share and influence each occupies;

-Market needs and preferences: what are the needs and preferences of consumers or customers in the target market, what are the pain points and needs that are not being met;

-Market drivers and constraints: which policy, technological, social, economic and other factors affect the target market, and what are the opportunities and challenges;

-Market competition pattern and advantages: what are the main competitors in the target market, and what are their respective products, strategies, advantages and disadvantages;

-Market risks and countermeasures: what are the potential risks in the target market, such as legal, political, cultural, economic, etc., how to assess and reduce these risks, and how to deal with possible crises;

-Market entry strategy and action plan: according to the analysis and evaluation of the target market, formulate appropriate market entry strategy, including market positioning, target customers, product differentiation, price strategy, channel strategy, marketing strategy, partners, etc., and formulate specific action plans, including timetable, resource allocation, budget, indicators, etc.

Why do 2. need market entry advice?

The importance of market entry consulting is that it can help companies avoid blindly advancing or missing opportunities when entering a new market or expanding a new business area, improve the success rate and efficiency of market entry, and achieve business growth and value creation. Specifically, market entry consulting can bring the following benefits:

-Provide objective and comprehensive market information and insight to help enterprises understand the current situation, trends, opportunities and challenges of the target market, and provide a basis for decision-making;

-Provide professional and in-depth competitive analysis and advantage assessment to help enterprises identify the main competitors in the target market and their own core competitiveness, and provide reference for strategy formulation;

-Provide systematic and innovative risk analysis and response measures to help companies predict and reduce potential risks in target markets, and provide solutions for crisis management;

-Provide practical and effective strategic advice and action plans to help companies develop appropriate market entry strategies and implement them to ensure performance improvement.

How do 3. conduct market entry consulting?

Market entry consulting is a complex and systematic process that requires the use of multiple methods and tools for data collection, analysis and presentation. Generally speaking, market entry consultation can be divided into the following steps:

-Determine the project objectives and scope: communicate with customers, clarify the project objectives, scope, duration, budget and other basic information, sign a contract;

-Design project framework and methods: design project framework and methods, including problem trees, hypothesis verification, data sources, analysis models, etc., according to project objectives and scope;

-Collect and organize data: collect data from various channels, including literature, network data, expert interviews, questionnaires, etc., and clean, organize and summarize the data;

-Analyze and solve problems: use data analysis methods and tools, suchPESTAnalysis, Porter's Five Forces Analysis,SWOTAnalysis, etc., to analyze the data, and solve the problem according to the analysis results;

-Form and present reports: According to the problem solution, form reports and adopt them.PPTOr other forms to present to customers, and discuss and feedback with customers.

The Case for 4. Market Entry Consulting

In order to better illustrate the process and value of market entry consulting, we take the case of Shangpu Consulting Company conducting overseas market entry consulting for a well-known domestic e-commerce company as an example.

Case background: A well-known domestic e-commerce company (hereinafter referred to as a customer) is a leading company in the domestic e-commerce field, and its market share in the domestic e-commerce market exceeds50%It has hundreds of millions of users and tens of millions of merchants. The customer's main business is the platform model of e-commerce, that is, to provide consumers and merchants with an online transaction platform, while providing payment, logistics, marketing and other supporting services. The main sources of income for customers are platform commissions, advertising fees, value-added service fees, etc.

As the domestic e-commerce market has become saturated, customers hope to expand their share in the overseas e-commerce market in the next three years, and enhance their brand influence and competitiveness. To this end, the client commissioned the Champ Consulting Company to conduct overseas market entry consulting.

Case objective: Through in-depth analysis of overseas e-commerce market, provide customers with the following information:

-The scale, growth rate, regional distribution, segmentation, application scenarios, etc. of the overseas e-commerce market;

-Overseas e-commerce market drivers, constraints, policy environment, technology development, market demand, etc;

-Overview, product line, market share, core competitiveness, development strategy, etc. of the main competitors in the overseas e-commerce market;

-Future development trends, opportunities and challenges, potential risks, etc. of the overseas e-commerce market;

-Provide corresponding market entry suggestions, marketing strategy suggestions, product optimization suggestions, etc. for the customer's target market and target customers.

Case content: Shangpu Consulting Company adopted the following methods to conduct overseas e-commerce market entry consultation:

-Literature collection: collect and organize relevant industry reports, policy documents, professional journals, news media and other literature to obtain basic information and background knowledge of overseas e-commerce market;

-Network data mining: the use of web crawler technology, from the major data platforms, industry websites, social media and other network channels, to collect and analyze the overseas e-commerce market data information, such as production, sales, prices, costs, etc;

-Expert interviews: Through telephone or video conference, interviewed many experts and scholars in the e-commerce industry at home and abroad to understand their views and forecasts on the overseas e-commerce market, and obtain their professional opinions and suggestions;

-Competitor analysis: through public information and secret purchase, collected and analyzed the relevant information of the main competitors in the overseas e-commerce market, such as enterprise profile, product line, market share, core competitiveness, development strategy, etc;

-SWOT analysis: Based on the information collected and analyzed, the overseas e-commerce market was carried out.SWOTanalysis, I .e., evaluated its advantages (Strengths), disadvantage (Weaknesses), opportunity (Opportunities) and threats (Threats）；

-Market Entry Advice: AccordingSWOTThe results of the analysis provide customers with the following market entry recommendations:

-Choose the Asian market as the preferred target market, because the scale and growth rate of e-commerce in the Asian market are high, and there are more similarities and complementarities with the domestic market, which is convenient for customers to use their existing resources and advantages for market development;

-In the Asian market, the three sub-markets of India, Southeast Asia and the Middle East are preferred, because these three sub-markets have large e-commerce potential and demand, and the competitive pressure is relatively small, which is conducive to customers to quickly establish brand awareness and market share;

-In terms of products, keep the customer's platform model unchanged, that is, provide consumers and merchants with an online transaction platform, and provide supporting services such as payment, logistics, and marketing. However, according to the characteristics and needs of different sub-markets, a certain degree of Localization and differentiation, such as adding local languages, currencies, payment methods, logistics methods and other options, as well as for local consumer preferences and habits of product classification, recommend, promotion and other functions;

-In terms of price, adopt a low-price strategy, that is, on the premise of ensuring the quality and service level of the platform, reduce the platform commission, advertising fees, value-added service fees and other income sources as much as possible, so as to attract more consumers and businesses to enter the platform, so as to form scale effect and network effect, and improve the competitiveness and profitability of the platform;

-In terms of channels, focus on the development of mobile channels, that is, through the development of mobile applications suitable for different operating systems and devices (APP), as well as the use of social media, short videos, live broadcasts and other methods for promotion and drainage to adapt to the increasing use of smartphones by local consumers for online shopping;

-In terms of marketing, adopt diversified and personalized marketing strategies, that is, design different marketing activities and themes according to the culture, festivals, customs and other characteristics of different sub-markets, such as discounts, coupons, red envelopes, points, lottery, etc., and carry out accurate marketing push and personalized marketing content according to consumer behavior data and preference data;

-In terms of cooperation, seek partnerships with local governments, industry associations, media organizations, logistics companies, payment companies and other related parties to obtain advantageous resources such as policy support, industry information, media exposure, logistics services, and payment convenience. Joint promotion or endorsement with local well-known brands or stars to improve the credibility and influence of the platform.

-Action Plan: Based on the market entry recommendation, the following action plan has been developed for the client:

-Phase I (0-6Months): complete target market research and analysis, identify target customers and product differentiation, develop and test mobile terminals.APPand apply for relevant policy permits and cooperation agreements;

-Phase II (6-12Months): officially launched and promoted the mobile terminal.APP, and carry out various marketing activities and themes, such as discounts, coupons, red envelopes, points, lottery, etc., and jointly promote or endorse with local well-known brands or stars to attract more consumers and merchants to enter the platform, and Collect and analyze user feedback and data for product optimization and improvement;

-Phase III (12-24Months): According to market feedback and data, adjust and optimize market entry strategies, such as increasing or decreasing target markets or segments, adjusting product functions or price strategies, increasing or changing partners, etc., and continue marketing promotion and user growth, Increase the market share and brand influence of the platform, evaluate the profitability and risk status of the platform, and carry out risk control and income improvement.

Case conclusion: Through the overseas market entry consulting of Shangpu Consulting, the client successfully entered the Asian e-commerce market and achieved good performance in the three sub-markets of India, Southeast Asia and the Middle East. Customer's overseas e-commerce business achieved more10times the increase in total customer revenue.15%, and bring more users, merchants, partners and brand awareness to customers. The client expressed a high degree of satisfaction and appreciation for the consulting services provided by Champ Consulting and expressed his willingness to continue to maintain a cooperative relationship with Champ Consulting.

Recommendations 5. market entry consultation

According to the introduction and case of this article, we can give the following suggestions on market entry consultation:

-For companies that want to conduct market entry consulting, they should clarify their goals and needs, choose the right consulting company, maintain good communication and cooperation with the consulting company, actively participate in the design, implementation and evaluation of the project, and formulate and implement the corresponding action plan according to the consulting report;

-For consulting companies that want to provide market entry consulting, they should fully understand the client's background and needs, design a reasonable project framework and method, collect and analyze reliable data information, form and present valuable reports, and provide practical and effective advice and support to the client;

-For consultants who want to engage in market entry consulting, they should have a rich and solid knowledge system, efficient and systematic logical analysis capabilities, professional and in-depth competitive analysis capabilities, innovative and practical risk analysis capabilities, and practical and effective Strategic advice capabilities, and constantly learn and improve their professionalism in different fields and tracks.