抢先进入市场,成为市场的拓荒者,一向有“避开竞争”的美誉。但是,“一马当先”真的能立于不败之地吗? 许多事实表明,那些紧跟着拓荒者进入市场的品牌,常常能后来居上,失败率很低,常常在产品的早期增长阶段就已经成为领导者,据美国最近的一份统计资料发现,后来居上品牌的平均市场占有率,是拓荒品牌的三倍。反观拓荒品牌则差多了,它们不仅失败率高达47％,而且现存的品牌中,只有2％是过去的拓荒品牌。 事实上,在激烈的市场竞争中,只有市场占有率才是企业的真正生命线。而生产出拓荒品只是为此刨造了一个较好的基础罢了。新产品在商品化的初期,通常是品质差、价格高、用途少,很难吸引消费者,销售量也是极其有限的。因此,要发挥拓荒品的潜在价值,就必须突破这个阶段的困境,否则拓荒品牌将拱手让人。 安派克(Ampex)公司在1956年曾首先推出录相机,每台50000美元,成为录相机市场的开拓者,当时与安派克竞 The first to enter the market and become the pioneer of the market has always been known as “avoiding competition.” However, does “take the lead” can really be invincible? Many facts show that those brands that follow the pioneers to enter the market can often come from behind, the failure rate is very low, and often have become the early stage of product growth has become Leaders, according to a recent US statistical data, found that the average market share of the brands that came from behind was three times that of the pioneering brands. In contrast, the pioneering brands are much worse. Not only do they have a failure rate of 47%, but only 2% of existing brands are past pioneering brands. In fact, in the fierce market competition, only the market share is the real lifeline of the company. The production of pioneering products is only a good basis for this. In the early stage of commercialization, new products are usually of poor quality, high price, and low usage, making it difficult to attract consumers and the sales volume is extremely limited. Therefore, to play the potential value of pioneering products, we must break through the predicament of this stage, otherwise the pioneering brand will surrender. In 1956, Ampex first launched a video camera, which cost 50,000 U.S. dollars and became a pioneer in the video camera market.