Market position is an important index to reflect the relative advantages and influence of enterprises in the market competition. It is closely related to the scale, efficiency, innovation and brand of enterprises, and is an important basis for measuring the core competitiveness of enterprises. The level of market position directly affects the survival and development of enterprises, as well as the ability to control and influence the relevant market. Therefore, the accurate proof and evaluation of the market position, for business decision-making, investment consulting,IPOListing and other important links are of great significance.

Importance of Proof of 1. Market Position

(I) provide a basis for business decisions

Business decision-making refers to the selection process of various action plans taken by enterprises to achieve the established goals, which involves product development, market expansion, channel construction, price strategy, promotional activities and other aspects. In order to make correct and effective business decisions, enterprises need to have a clear understanding of their own market environment and competitive situation, which requires objective and accurate proof and evaluation of their own market position. Proof of market position allows companies to understand their share, ranking, strengths and weaknesses in the relevant market, as well as gaps and potential threats to competitors, so as to make business decisions that are in line with their strengths and objectives.

(II) provide reference for investment advisory

Investment consulting refers to providing investors with professional advice and services on the feasibility, risks and returns of investment projects or investment objects. Investment consulting involves many industries, such as finance, real estate, energy, medical, etc., and its goal is to help investors make reasonable and effective investment choices. In order to provide high-quality investment advisory services, investment advisers need to have an in-depth and comprehensive understanding of the industry conditions and market competition in which the investment project or investment target is located, which requires scientific and rigorous certification and evaluation of its market position. Through the proof of market position, the investment adviser can judge whether the investment project or investment object has strong competitiveness and development potential in the relevant industry, as well as the opportunities and challenges it may face, so as to provide investors with reasonable and effective investment advice.

(III)IPOListing support

IPO（Initial Public Offering), an initial public offering, is the process by which a company issues shares to the public for the first time and is listed on a stock exchange.IPOIt is an important way for enterprises to finance and develop, and it is also an important symbol for enterprises to achieve equity diversification and marketization.IPOInvolves a number of links, such as declaration, audit, issuance, listing, etc., of which the market position certificate is.IPOOne of the important contents of the declaration and audit. In accordance with the provisions of China's Securities Law and the Measures for the Administration of Information Disclosure of Listed Companies, the applicationIPOThe company is required to disclose in the prospectus an overview of the industry in which it operates, market size, market share, market position and other information, and provide relevant supporting materials. Through the market position proof, the enterprise can show the regulatory authorities and investors its competitive advantage and profitability in the relevant industry, as well as its future development prospects and strategies, so as to improve itsIPOsuccess rate and post-market performance.

Methods of 2. Market Position Proof

(I) identify relevant markets

The relevant market refers to the market composed of goods or services with the same or similar use, performance, price and other characteristics within a specific time and geographical range. Determining the relevant market is the first and most critical step in the demonstration of market position, because different relevant market divisions will lead to different market position evaluation results. Determining the relevant market mainly includes determining the product market and the geographical market.

A product market is a market consisting of goods or services with the same or similar uses, performance, price and other characteristics. The determination of product markets is based primarily on substitutability between goods or services, I .e., whether consumers will switch to other goods or services when the price of goods or services changes. Substitution can be analyzed from both the demand side and the supply side. Demand-side substitution refers to whether consumers will turn to other relatively low-priced goods or services when the price of a good or service rises, and supply-side substitution refers to whether producers will turn to the production of other relatively high-priced goods or services when the price of a good or service rises. Typically, demand-side substitution is more important because it directly reflects consumers' perceptions of the differences between goods or services. Identifying product markets can be done in a variety of ways, suchSSNIPTest method, cross-elasticity method, customer survey method, etc.

A geographical market is a market consisting of a specific region with the same or similar price levels and competitive conditions within a specific time frame. Geographical markets are determined primarily on the basis of mobility between goods or services, I .e. the costs and barriers faced by consumers and producers when buying or selling goods or services between different regions. Liquidity can be analyzed from both the demand side and the supply side. Demand-side liquidity refers to whether consumers will turn to other regions to buy a good or service when the price of a good or service rises in a region; supply-side liquidity refers to whether producers will turn to other regions to sell the good or service when the price of a good or service rises in a region. In general, supply-side liquidity is more important because it directly reflects the response of producers to differences in competitive conditions between different regions. A variety of methods can be used to identify geographic markets, suchSSNIPTesting method, transportation cost method, customer survey method, etc.

(II) calculate and analyze market share

Market share refers to the proportion of sales or sales of an enterprise's main products in its relevant market, which is the most direct and commonly used indicator to measure the market position of an enterprise. The basic formula for calculating market share is:

market share = Sales volume (or sales volume) of the enterprise's main products / Total sales volume (or sales) in the relevant market

When calculating market share, you need to pay attention to the following points:

Select the appropriate unit of calculation, such as sales volume, sales volume, output value, etc., according to different industry characteristics and data availability.

Select the appropriate calculation period, such as annual, quarterly, monthly, etc., according to different industry cycles and data update frequency.

Choose appropriate data sources, such as official statistics, industry associations, third-party organizations, corporate self-reports, etc., and choose according to different data reliability and integrity.

Calculating and analyzing market shares can help companies understand their relative size and competitiveness in the relevant market, as well as gaps and trends with competitors. Generally speaking, the higher the market share, the more advantages and influence the enterprise has in the relevant market; the lower the market share, the more disadvantages and pressure the enterprise has in the relevant market. At the same time, the change of market share also reflects the dynamic performance and development direction of the enterprise in the relevant market. Generally speaking, the rise of market share indicates that the enterprise has increased its competitiveness and attractiveness in the relevant market; the decline of market share indicates that the enterprise has lost its competitiveness and attractiveness in the relevant market.

(III) use other indicators to supplement the analysis

In addition to market share, there are other indicators that can be used to supplement the analysis of a company's market position, such as relative share, growth rate, profit margin, brand awareness, customer satisfaction, etc. These indicators can reflect the strengths and weaknesses of the enterprise in the relevant market from different perspectives, as well as potential opportunities and threats. When using these indicators, you need to pay attention to the following points:

Select the appropriate indicators, according to different industry characteristics and analysis purposes to choose.

Select the appropriate comparison object, such as industry average, industry leader, major competitors, etc., according to different analytical perspectives.

Select the appropriate analysis method, such as comparative analysis, trend analysis, factor analysis, etc., according to the different depth of analysis to choose.

The use of other indicators to supplement the analysis can help companies more fully understand their overall strength and development potential in the relevant market, as well as the advantages and disadvantages of competitors and differentiation strategies.

3. Champu Consulting's professional services and success stories in the field of market position certification

Shangpu Consulting has rich experience and professional team in market position certification, which can provide customers with customized market position certification programs and reports, help customers accurately assess their position and prospects in the relevant market, and provide customers with business decisions, investment consulting,IPOListing and other important links to provide strong support. The service process of Champ Consulting in the field of market position certification is as follows:

Communicate with customers, understand customers' needs and goals, and determine the division and scope of relevant markets.

Collect and organize relevant market data and information, including industry overview, market size, market structure, market dynamics, competitors, etc.

Use professional methods and tools to calculate and analyze the customer's market share in the relevant market and its trends, as well as other supplementary indicators.

Based on the analysis results, evaluate the customer's market position in the relevant market, its advantages and disadvantages, as well as potential opportunities and threats.

Prepare and submit the market position certification report, including analysis methods, analysis process, analysis results, evaluation conclusions, recommended measures, etc., and communicate and discuss with customers.

Champ Consulting has several success stories in proving its market position, two of which are:

Case 1: An internationally renowned automobile manufacturer applies.IPOListing

The automaker is an internationally renowned automaker that produces high-end cars, sports car,SUVWe have production bases and sales networks in many countries and regions around the world. The automaker plans to do so on the New York Stock Exchange in the United States.IPOlisting, for which it needs to prove its market position in the global automotive market.

Champ Consulting provides the automaker with a comprehensive and professional market position certification service, which mainly includes the following:

Identify the relevant market as the global automotive market, and according to different regions (e. g. North America, Europe, Asia, etc.) and different market segments (e. g. high-end cars, sports car,SUVetc.) to divide.

Collect and organize data and information on the global automotive market, including industry overview, market size, market structure, market dynamics, competitors, etc.

Using professional methods and tools, calculate and analyze the automaker's market share and its trends in the global automotive market and its various regions and segments, as well as other complementary indicators, such as relative share, growth rate, profit margin, brand awareness, etc.

According to the analysis results, evaluate the market position and advantages and disadvantages of the automobile manufacturer in the global automobile market and its various regions and market segments, as well as potential opportunities and threats.

A detailed and complete market position certification report was prepared and submitted, and the car manufacturer was communicated and discussed.

Champ Consulting provided the automaker with high-quality market position certification services to help the automaker successfully conduct on the New York Stock Exchange.IPOListed, and received recognition and support from the market and investors.

Case 2: Strategic planning of a leading domestic e-commerce platform

The e-commerce platform is a leading e-commerce platform in China, mainly providingB2C、C2C、B2BA variety of e-commerce models, covering clothing, home appliances, books, food and other categories, with hundreds of millions of users and tens of millions of businesses. The e-commerce platform plans to carry out strategic planning to cope with the increasingly fierce market competition and increasingly diversified user needs. Therefore, it is necessary to prove its market position in the domestic e-commerce market.

Champu Consulting provides comprehensive and professional market position certification services for the e-commerce platform, including the following:

Determine the relevant market as the domestic e-commerce market and follow different e-commerce models (e.g.B2C、C2C、B2Betc.) and different categories (such as clothing, home appliances, books, food, etc.).

Collect and organize data and information on the domestic e-commerce market, including industry overview, market size, market structure, market dynamics, competitors, etc.

Using professional methods and tools, calculate and analyze the market share and trend of the e-commerce platform in the domestic e-commerce market and its various e-commerce models and categories, as well as other supplementary indicators, such as relative share, growth rate, profit margin, brand awareness, customer satisfaction, etc.

According to the analysis results, evaluate the e-commerce platform in the domestic e-commerce market and its various e-commerce models and categories of market position and its advantages and disadvantages, as well as potential opportunities and threats.

Prepare and submit a detailed and complete market position certification report, and communicate and discuss with the e-commerce platform.

Shangpu consulting provides high-quality market position certification service for the e-commerce platform, which helps the e-commerce platform clearly understand its position and prospect in the domestic e-commerce market, and provides strong support for it to formulate a strategic plan in line with its own strength and objectives.