Dry cleaning technology laundry competition characteristics and forms
1. Laundry competition characteristics
Laundry competition is the competition between shop operators. Compared to the competition between large enterprises, shop competition has the following characteristics:
● Simplicity. Laundry business is usually not big, so the competition only exists in a limited field.
● Directness. Under the current market situation, if profitability cannot be achieved within a certain period of time (usually within one year or even six months), it means the end of the business, which is considered a failure in operation. Therefore, laundry competition must be direct and effective, making it difficult to conduct long-term planning and implement long-term competitive strategies.
● Creativity. Laundry business is usually an existing industry in the market, one of the established "seventy-two trades," and the industry is typically already in its mature stage. Thus, the original methods of competition have lost their effectiveness, and competitors must win through innovation.
Laundry competition strategy
Competition is the mutual struggle conducted by producers or operators to secure advantageous conditions and gain substantial profits. As long as your shop is open for business, you inevitably become part of the market competition. In today's society, market competition is extraordinarily fierce. Various enterprises are demonstrating their unique abilities ("Eight Immortals crossing the sea, each showing their divine powers"). To lay the foundation for victory in competition for a company or shop, it is essential to formulate reasonable and suitable competition strategies that fit the characteristics of the industry.
2. Laundry competition forms
The main content and forms of laundry competition include:
● Equipment procurement competition. Whether a laundry can purchase high-quality, cost-effective, and suitable equipment through specific channels is the basis for whether the laundry can operate smoothly.
● Environmental competition. With the increasing number of laundries on streets and alleys and relatively slow growth in consumer demand, customers have a wide range of choices. In this situation, the focus of laundry competition shifts towards improving the store environment. If the operating environment is "dirty," "disorderly," or "poor," then even with some price advantages, it would be difficult to attract customers. Conversely, creating a clean, bright, neat, and elegant comfortable store environment will make consumers feel pleasant, thus significantly increasing customer return rates.
● Price competition. The current washing market is very competitive, and having a good store operating environment alone is far from enough. To attract customers from other stores into their own store, some operators take the lead in adopting price promotion competition strategies, forcing other operators to respond, leading to what is called a "price war." Other methods such as "gift promotions" and "voucher promotions" also emerge accordingly.
● Service competition. After a period of market competition, the operating environment of various shops has improved significantly, and price wars and various promotional activities are frequent. At this point, shops shift the focus of competition to the service domain. The washing industry itself belongs to the service industry, so service attitude and service quality directly affect the business of laundries. Service competition gives rise to a variety of service forms, such as door-to-door services, after-sales services, and joint services, among others, providing flexible and diverse service options.
How to formulate laundry competition strategies
Facing intense market competition, operators cannot passively avoid it nor stick rigidly to old rules. They must actively face the competition, fully utilize various information and channels, and formulate scientific competition strategies to remain invincible in fierce competition.
1. Competitors
Determining the location, scale, and customer positioning of competitor laundries is of great significance. In general, it is necessary to clearly identify three to five key competitors within a certain scope and phase, analyze and monitor them closely. Operators should understand the basic situation and development dynamics of competitors and establish detailed competitor profiles.
2. Customer positioning
Correct customer positioning is the key to the success of laundries. Before formulating competition strategies, it is necessary to clearly define the target customers of the laundry. Only with clear customer positioning can further actions such as decorating the store, designing the environment, setting prices, and selecting promotional methods be carried out based on customer preferences. This way, one can achieve targeted actions in competition and directly reach the goals.
3. Establishing unique features
After carefully analyzing the main competitors, it becomes evident that they all have their own characteristics. Operators should choose suitable competition strategies based on the actual situations of competitors and themselves, and earnestly implement them. Promote one's competitive advantages to customers so that these advantages become accepted and recognized by both customers and even competitors, thereby gaining genuine competitive advantages. Competitive advantages will attract specific customers to enter one's shop and become regular customers.
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