Example one:
Desktop computers have undoubtedly faced problems of product homogenisation and price competition in the market. However, consumers' choices of desktop computers are often influenced by the society and culture in which they live, and by gaining insights into these factors, computer manufacturers can tap into new market opportunities and effectively lead the market.
A leading multinational computer manufacturer has set its sights on tier 3 and tier 4 cities in Asian China when selecting emerging markets, choosing a tier 3 city and a tier 4 city in north-eastern China for its study.
SHIMA SEIKI assisted the company in gaining in-depth insights into the consumers in these two cities, unearthing the following findings:
1, Although people in the Tier 3 and Tier 4 cities in Northeast China are economically backward and usually choose to go to Internet cafes and other public places to share their computer equipment, they still want to have their own independent computer equipment and environment - in short, they want to be able to afford to buy their own computer equipment and use it at home.
2, Full-featured computers are still the most popular for first-time buyers in both cities.
3, Due to space constraints (small space at home) and education (can't assemble a desktop computer), users in these two cities want to buy an all-in-one computer with a display and a mainframe in one unit, which provides very useful information for companies in terms of product innovation.
4, the need for entertainment is more prevalent and prominent in these two cities, which also points the company in the direction of designing computer software.
Example two:
A company, a world-renowned television manufacturer, has achieved great success in the television industry, but the development of new technologies that increasingly connect television sets to the Internet, what kind of experience all these technologies will make watching television, and how television manufacturers can respond to this change earlier is the question in front of them.
Sensient assisted the company by providing in-depth consumer insights on the convergence of TVs and other lifestyle electronics (including mobile phones, laptops, MP3s, MP4s, digital cameras, radios, removable hard drives and navigators) with the Web, which revealed that the sharing of Web content is gradually replacing the traditional TV media experience, as people share resources over the Web. resources. The use of online content for storytelling, communicating with and explaining to people, and even educating children has far surpassed the traditional functions of television. As you can see, the presentation of media content on the television set will have far-reaching implications.
Example Three:
A globally recognised company, an expert in water pump technology, commissioned SENA to advise on the direction of its long-term product innovation. The company has been on a growth trend for 30 consecutive years and is currently the market leader. However, as the company's products and technology are very mature, they are sold as general merchandise with low added value. In order to maintain the company's leading position in the market and to further enhance the company's image, we commissioned SENMAI to conduct a research and analysis to help the company enter a new phase of development and to point out a new direction for future development.
Through interaction and discussion with the company's management, SENA confirmed the company's innovative direction, with the main target markets being the current emerging growth of China's middle class and China's residential construction industry. After setting this direction, the company announced its future goals and proposed a series of ways and means to point to the future direction. The first step towards the common goal of making the company more dynamic and innovative was to conduct a thorough study of the Chinese middle class consumer and the direction of the Chinese construction industry.