経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

縮小市場とニッチ市場で起こりやすい「この変化」。

投稿日:

こんにちは。NISHIです。

昨日の記事でもう一か所、
取り上げたいところがありまして
今日はその話をいたします。
銭湯の話、再度貼り付けますね。

http://grass-ex.jp/Lo30/13101

ひとつ、
縮小産業や超ニッチ市場の
傾向といいますか、
現象面であらわれがちなことの
ひとつなんですけど、
ピックアップはこの箇所。

==

個人的な実感では、
ファッション雑誌や
ライフスタイル誌からの
取材が増えたことです。

==

ココです。

調べていませんので
わかりかねますが、
銭湯の業界誌ってあるんですかね…?

業界そのものの境界線が溶解し、
あいまいになっている証拠。

これは、
業界のマーケットが拡がるチャンスで、
縮小産業や超ニッチ市場で起きやすい
出来事なんです。

で、この変化の際に恩恵を受けるのは
「業界トップ企業」なんですね。
もしくは、(短期的視点で見れば)
マーケティングがうまいだけの企業。
この2社は恩恵を受けるものです。


これは友人に聞いた話ですが、
彼のクライアントには
日本で1社しかない専門店がいて、
そのクライアントでも同様の現象が
起きているようなんです。

つまり、
その業界以外の雑誌やメディア
(同じくライフスタイル雑誌等ですが)
から取材が来るケースが増えたらしく、

その業界の専門誌に掲載されるよりも
反響は圧倒的に高い多いようなんです。

で、何より違うのは【客層】。

その業界に精通している人が
お客として来るのではなく、
本当に全く素人な人も来る。

つまり、
今までお客としてリーチできなかった
客層にリーチできるようになった。
これが、とてつもなく大きいのです。

おそらく、
今後起こり得ることとしては、
客層の入れ替わりが発生するでしょう。

今までの客層の客数が減り、
新しい客層の客数が増える。

その比率も逆転するかもしれません。

と、いうことは、
売れる価格帯も商品そのものも
まるっと変わってくる可能性が
あります。

おそらく、
単価も自然とアップできるチャンス。
だって、素人比率が増えるわけですから。

これは誤解なきよう願いたいのですが、
何も「素人だから騙しやすい」という
意味で単価アップの可能性を
喧伝しているわけではありません。

そもそも、価値観が違い、
そもそも、価格に対する尺度が違う

ということなんです。

だからこそ、
新しい客層には新しい値付が必要。
価格に対する尺度が違いますし、
もしかしたら
価値にも価格にも尺度が「ない」
わけですから。

と、いうことは、
やはり「トップを獲る」のは
今でも有効な戦略ということ。

拡大する市場ばかりではありません。
むしろ縮小市場の方が多いわけで、
この話を頭の片隅に入れておくと
役立つ日がくるかもしれません。

もう来ているかもしれませんけどね。
その日が。

では。

NISHI

-日記

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