Industry trend refers to the universal and continuous changes or development direction in a certain industry or field within a certain period of time, which reflects the comprehensive effect of market demand, technological innovation, policies and regulations, social culture and other factors. Industry trends have an important impact on the development of enterprises. It can provide enterprises with new opportunities, challenges, threats and risks, and can also bring new customers, markets, products and services to enterprises. Therefore, if enterprises want to stand out in the competition, they must be able to identify and grasp the industry trends in time, so as to formulate reasonable strategies and action plans to adapt to changes and create value.

According to different bases and standards, industry trends can be divided into different types, such:

According to the time dimension, it can be divided into short-term trends, medium-term trends and long-term trends. Short-term trends usually last for a few months or a year or so and are mainly influenced by seasonal, cyclical and random factors, such as consumer preferences, price fluctuations, contingencies, etc. The medium-term trend usually lasts for several years or ten years, mainly affected by structural and systemic factors, such as technological progress, industrial transformation, policy adjustment, etc. The long-term trend usually lasts for decades or hundreds of years, and is mainly affected by historical and overall factors, such as population changes, resources and environment, social culture, etc.

According to the scope of influence, it can be divided into macro trends, meso trends and micro trends. Macro trends refer to large-scale changes or development directions that affect the entire social or economic system, such as globalization, digitalization, and sustainable development. A meso-trend is a medium-scale change or development direction that affects multiple companies or organizations in an industry or field, such as the sharing economy, smart manufacturing, and e-commerce. Micro-trends are small-scale changes or directions within an enterprise or organization, such as organizational structure, management models, innovation capabilities, etc.

According to the nature of the impact, it can be divided into positive trends, negative trends and neutral trends. Positive trends refer to changes or development directions that are beneficial to the development of an enterprise, such as market expansion, technological breakthroughs, and brand enhancement. A negative trend is a change or direction that is detrimental to the development of an enterprise, such as increased competition, increased risk, and a crisis of confidence. A neutral trend is a change or direction of development that has no significant impact on the development of an enterprise, such as industry norms, customer distribution, product characteristics, etc.

Identifying industry trends is an important prerequisite and foundation for strategic planning and decision-making, which requires companies to have keen insight and analysis, as well as sufficient information collection and processing capabilities. There are several ways to identify industry trends, such:

Environmental scanning method: By collecting and analyzing various information about the internal and external environment of the industry, identify key factors and variables that affect the development of the industry, and infer possible industry trends. Environmental scanning method can be usedPESTELmodel (political, economic, social, technological, environmental, legal) orSWOTmodels (strengths, weaknesses, opportunities, threats) and other tools.

Historical review method: By reviewing and summarizing the past development history and lessons of the industry, identify the laws and patterns of industry development, and predict possible industry trends. The historical review method can be carried out by time series analysis, event analysis, case analysis and so on.

Expert consultation method: by inviting and consulting experts, scholars, leaders, opinion leaders and other people inside and outside the industry, to obtain their views and suggestions on the future development of the industry, so as to explore possible industry trends. The expert consultation method can be carried out by means of interviews, questionnaires, seminars, Delphi method, etc.

Innovation exploration method: by observing and analyzing the innovation activities and achievements inside and outside the industry, identify new ideas, new technologies, new products and new services that lead or reflect the industry changes, so as to reveal the possible industry trends. The innovation exploration method can be carried out by means of technology forecasting, market research, and user research.

Grasping the industry trend is an important way and means for enterprises to realize their own value promotion and status proof. It requires enterprises to have flexible adaptability and creativity, as well as effective execution and influence. There are a variety of strategies for capturing industry trends, such:

Follow strategy: by observing and imitating advanced or successful enterprises or organizations inside or outside the industry, learn from or copy their practices and achievements in dealing with industry trends, so as to improve their own level and status in the industry. The following strategy is suitable for companies that lack the ability or resources to innovate. It can help them learn and improve quickly, but it may also cause them to lose their autonomy and differentiation.

Leadership strategy: by creating and promoting new ideas, new technologies, new products and new services inside or outside the industry, leading or reflecting the direction and speed of industry change, so as to enhance their influence and position in the industry. The leadership strategy is suitable for those enterprises with innovative ability and resources, it can help them build advantages and prestige, but it may also face risks and challenges.

Cooperation strategy: by establishing cooperative relations with other enterprises or organizations inside or outside the industry, sharing or exchanging information, resources, capabilities and achievements in response to industry trends, so as to improve their synergy and status in the industry. The cooperative strategy is suitable for those enterprises that are willing to share and learn. It can help them expand their network and influence, but it may also lose profits and control.

Evasion strategy: by transferring or withdrawing from unfavorable or ineffective markets, products or services within or outside the industry, avoiding or reducing investment and losses in response to industry trends, thereby protecting one's own interests and position in the industry. The escape strategy is suitable for those enterprises facing difficulties or crises. It can help them avoid risks and pressures, but it may also lose opportunities and competitiveness.

In order to better explain how enterprises can use industry trends to achieve their own value enhancement and status proof, this paper will be combined with the specific case of the Shangpu consulting service customers for analysis. Champu Consulting is a company that focuses on providing enterprises with consulting services in strategic planning, market analysis, organizational change, innovation management, etc. It has rich industry experience and expertise, as well as a wide range of customer groups and partners. The following are three cases of Champ Consulting Services clients:

Case 1: A traditional manufacturing company is facing the industry trend of intelligent manufacturing. It decided to adopt a leadership strategy and conduct a comprehensive intelligent transformation of its production process, equipment and facilities, and management mode by introducing a team of experts from Shangpu Consulting. Improve production efficiency, quality and safety, reduce costs and waste, and enhance market competitiveness and customer satisfaction.

Case 2: An emerging e-commerce company is facing the industry trend of the sharing economy. It decides to adopt a cooperative strategy, establish a strategic partnership with Shangpu Consulting, and use its resources and networks in various industries and fields to develop a diversified shared platform. Services, thereby expanding market coverage, increasing user groups, enriching product categories, and improving service quality.

Case 3: An established catering company is facing the industry trend of healthy eating. It decides to adopt an evasive strategy. Through market research and brand positioning of Shangpu Consulting, it adjusts and optimizes its menu, ingredients, tastes, etc., so as to adapt to the consumption. The health needs and preferences of the people maintain their loyalty and reputation in the industry.

From the above analysis, we can see that how a company seizes industry trends depends on its own goals, capabilities, resources, and environment, and no one strategy is applicable to all situations. Enterprises should choose appropriate strategies according to their own characteristics and needs, and at the same time flexibly adjust and improve to cope with the changes and development of industry trends.