Analysis of the current market situation of DIY workshops
1. Market positioning of DIY workshops
In view of the fact that most of the DIY currently on the market is for all groups of people, but rarely for specific groups of people, this leads to poor targeting and too broad development directions to concentrate advantages. We decided to target students and parent-children, because parent-child entertainment is still the mainstream of the tourism and entertainment industry. This can focus on the development of advantages and avoid the problem of insufficient fun. The main focus is on the market development of parents’ and children’s affection. Gifts from children and gifts from children to parents are important ways for modern families to embody affection. As a family gift, people now generally advocate making it by themselves, abandoning the bad habit of buying high-end ready-made products in the past, and paying more attention to a kind of benefit and sentiment, and fashionable handwork particularly meets this demand. In addition, because modern urban life restricts people’s hands-on opportunities, fashionable handwork has also become a means to improve children’s hands-on ability. We have launched fashionable hand-made entertainment activities with the theme of parent-child and cooperated with tourist attraction malls to create freehand with scenic characteristics. ceremony.
2. Market conditions for DIY workshops
The potential of major consumer markets in my country's large and medium-sized cities is very huge, such as the current "prosperous" tourism market. The government and the entire industry are in urgent need of development, and if the strategy of small profits but quick turnover and cultural and tourism integration can be adopted in this regard, the future is still promising.
(1) The consumer market has huge potential
Data shows that China’s economic growth is entering a new normal, that is, GDP growth is in the “7-8” range, and the economic growth rate remains at 7.5% or higher. China’s GDP surpasses Japan to become the world’s second largest economy. . Per capita income and consumption levels have risen to a large extent. According to forecasts, China’s per capita income will reach US$12,700 in 2020, making it a high-income country.
(2) Highly popularized cultural education
Nowadays, the popularization of education is very high, people’s quality, ideology and morality are getting better and better, and the pursuit of new things is more demanding than before. The various hobby activities carried out in the handmade workshop are very attractive, especially Some small activities launched during holidays are more attractive to young people. Some useless indoor teaching, hand-knitting, etc. will be more attractive to the elderly.
(3) People's interests and hobbies are diverse
The differences of many consumers in terms of age, gender, occupation, income level, and hobbies show different preferences for entertainment. In the handmade workshop, different courses will be set up for different people's hobbies. The finished products can be taken away by themselves or displayed in the workshop window. There will also be special teaching and production of works rich in local characteristics, and good works can also be sent to various tourist attractions for sale.
3. Problems in the DIY workshop market
(1) The market mechanism of DIY handmade workshop is not perfect
First of all, my country's DIY handmade shop market lacks necessary market standards. my country currently does not have a relatively complete DIY handmade shop market access standard, and there is no industry standard system specifically for the standardized operation of DIY handmade shop. The lack of market access standards and no threshold restrictions can easily aggravate speculative behavior in the market, which will seriously affect the healthy development of the industry; the lack of standardized industry operation standards is not conducive to the sustainable development of DIY handmade workshops and the improvement of the overall level. It is not conducive to the establishment of a brand.
(2) The teaching staff is not professional enough
From the perspective of the DIY industry, my country's DIY handmade workshop vocational teaching qualification access standards are not clear. At present, the relevant national functional departments have not promulgated the admission standards for the vocational teaching qualifications of DIY handmade workshops, and some are just some unofficial training institutions issued some completion certificates through short-term training.
(3) Poor market stress ability
Vicious price competition in DIY handmade workshops is one of the main manifestations of poor market stress. In order to compete for the same consumer group, some workshops blindly reduce prices regardless of cost. This type of price reduction behavior sometimes causes vicious competition in the industry, which is serious. The impact on the establishment of a benign market; weak ability to resist financial crises is another manifestation of poor market stress.
(4) Lack of integrity
It is learned from surveys of many consumers and potential consumers that the integrity problem of DIY handmade workshops is the main reason that affects consumers' further consumption. Many DIY hand-made workshops cannot handle the aftermath properly after they are closed, and many members cannot recover the unconsumed balance. This behavior seriously damages the consumer psychology of consumers and potential consumers. In addition, the exhibits in some workshops are not all handmade products, but also handicrafts produced by industrial assembly lines.
4. Marketing strategy of DIY workshop
The workshop must first face the fact that "the workshop has a difference between the off-peak and peak seasons", which is quite similar to the off-peak season in tourist attractions. It is necessary to carry out different operation plans and strategies for different festivals, and promote different activities on different festivals.
(1) The handicraft workshop can be co-branded with some other well-known companies, through other companies to drive themselves, let others know. For example, it cooperates with Internet celebrity malls in some well-known tourist attractions and sells them some handmade works with the characteristics of the scenic spots and their shops.
(2) Handicraft workshops can use video apps such as Douyin and Weishi to shoot part of the production process and finished product display of handmade works; they can also publish copywriting on social software such as Weibo and WeChat public accounts to expand their influence; they can also invite some Internet celebrity travel bloggers have a hand-made tour.
(3) Build a good marketing team and choose a market operation model suitable for the company. Grasp the characteristics of the company's products, find the company's selling points, and design something that is different from other companies. Integrate various resources in the museum to establish a complete sales plan.
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