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小众市场的道理
2015-08-21 14:38:48 来源:左撇子在中国 作者:左撇子在中国
内容提要:一个真正的企业,会洞悉市场,从来不忽视一个小众市场。左撇子潜力市场一直都没有得到良好地开发

在过去20年间的发展,美国军火商Savage Arms在军工枪械企业中占有一席之地,值得一说的是,公司注重开拓小众市场。

只要有客户需求的枪,我们都会努力成为这个小众市场的领导者。Savage Arms市场总监表示,当把一块块小蛋糕加起来,你就会拥有一个大块(俗语:积沙成塔)。

公司成功的小众市场是拥有多款左撇子枪械,下面的采访很好解释了他们可以占领左撇子市场。

1.为什么给左撇子人群提供枪支的选择?

特种枪是我们的“面包”在产品目录的枪支都是有市场需求的,都是针对的特殊的顾客,推膛式枪侧面有个闩,这也是特殊需求,原因是如此的简答。

2.有多少款适合左撇子的呢?

超过18种,涉及到多种领域,比如涉游戏、执法、赛事、打猎等,我们都有。

想查看更多的左撇子枪支,进入官网,搜索“Left

3.你们有计划提供更多的选择吗?

那是一定的。当我们发布一款新枪。通常是右撇子模型,在接下来的几年我们会为左撇子开模生产左撇子枪支。然而经销商在手册或网站没有找到左撇子模型,请联系我们,我们订购部门可以提供多款左撇子来福枪,但是仓库备货不多。在多数情况下,我们可以为左撇子定制枪支。

4.左撇子枪械市场有多大?

据研究超过10%的美国人是左撇子,还有一些右撇子是左眼,左撇子枪给这些打猎者和射击者带来福音。把这些零碎的客户成为我们的客户,意义很大。经销商想卖更多的枪,他们都不能忽视小众市场。这就是我们为什么提供可靠、精确、流行的左撇子枪的选择的理由。

5.右撇子左眼主导的市场面多大?

我们没有官方的统计,但是我们确信是存在的。他们喜欢把枪放在左肩,左眼瞄准。他们用左撇子枪射的更准确,获得满足感更多。

6.生产左撇子有什么困难?

我们的经营策略十分灵活。我们重设设备可以有效生产左撇子来复枪的部件。几乎没有劳力损耗和时间成本,更不会干扰我们的生产计划。因此我们比行业内做的要好。

7.为什么经销商备货左撇子枪?

我们有能力生产,竟然重视其他的小众市场,何必再漏掉一个呢,

我们以市场为导向,有需求必然有生产,很多左撇子都成了回头客。左撇子枪卖的不错,我们有他们想要的枪。我们,甚至经销商都必须重视小众市场。尊重小众市场,方可赢得市场。

原文:

Over the past two decades, Savage Arms has achieved an impressive stronghold in the firearms industry. For this, the company credits one of its key initiatives: dominating niche markets.

Whether it’s a bigger gun, faster gun or one that fulfills a specific customer need, we strive be the leader in specialty guns,” said Firearms Marketing Director Bill Dermody. “Because when you add up small chunks of a pie, you quickly get a big slice.”

An excellent example how Savage fulfills a special need in a niche market is its broad variety of left-handed firearms. A recent interview with Dermody reveals why Savage is leader in producing left-handed firearms.

1.Why does Savage offer so many left-handed options?

DERMODY: Specialty guns are our bread and butter and they’re great business for us. All of our product offerings made it in our catalog because they fulfill a special need. For example, lightweight predator rifles, F-Class Target rifles, a firearm that properly fits a woman—those are all special customer needs. A bolt-gun that has the bolt on the other side of the gun is a special need. It’s as simple as that.

2.How many left-handed firearms do you offer?

DERMODY: More than 18. We have left-handed options available throughout our product line including big game, law enforcement, target competition and predator hunting. We also offer left-handed slug shotguns and bolt-action and semi-auto rimfire rifles. To quickly see all our left-handed options, open the Gun Finder tool on our website (savagearms.com) and select “left” in the search function.

3.Do you have plans to offer more in the future?

DERMODY: Yes, definitely. When we release a new firearm it’s usually only in a right-handed model, but oftentimes we introduce the left-handed version in the years that follow. However, if you are a dealer looking to stock a left-handed Savage firearm, or order one for a specific customer who is looking for a left-handed model not listed in the catalog or website, just call us. Many times our special order department can build left-hand versions of any our rifles. The only limitation to this is the availability of left-handed stocks for particular rifles. Some of our right-handed rifles are built with stocks our vendor simply doesn’t have a left-handed version for. But the majority of the time, we can special build a lefty for you.

4.How big is the left-handed firearms market?

DERMODY: Research reports more than 10 percent of Americans are left-handed. Then there are those who are right-handed, but left-eye dominant. These hunters and shooters greatly benefit from a left-handed firearm. Sum them up and the number of potential customers spikes up significantly. Simply put, if dealers want to sell more guns, they can’t ignore this niche. That’s why we’re here to supply dependable, accurate and popular left-handed choices.

5.How big is the right-handed, left-eye dominant segment of the market?

DERMODY: I haven’t seen any official numbers, but we know quite well these people exist. It is not uncommon for people to tell us at sports shows and through social media channels that they are right-handed yet shoot lefty. Several of our employees, plus a few outdoor writers we work with, are like this.

The right-handed, left-eye-dominant customer is interesting. When a right-handed person switches the gun to their left shoulder and uses their dominant eye to aim, they are often more accurate. Most brand new shooters test their eyes to see which shoulder they should learn to shoot from, which is great. However, it’s not uncommon for us to hear about shooters and hunters—those with years of shooting experience—deciding to sell their right-handed guns and buy a left-handed one, especially bolt-action firearms. These folks are shooting more accurately and getting more satisfaction at the range and on their hunts when using a left-handed gun.

6.How do left-handed shooters benefit from a left-handed gun?

DERMODY: For lefties, having a left-handed bolt gun is extremely important because it allows a fast follow-up shot. A shooter’s support hand never has to leave the forend—or their cheek leave the stock—while their trigger hand operates the bolt. Also, having the action open on the left side makes for easier loading with your left hand, and hot spent cases never fly across your face.

7.From the manufacturing standpoint, what makes Savage Arms the leader?

DERMODY: Becoming the left-handed leader is not an accident. Part of the genius behind our long-standing, time-proven action designs is versatility. Quite simply, our actions are easier to convert to left-handed. Many of our competitors need a completely different receiver design to convert their right-handed rifles to the left. This is time-consuming and expensive, so they often decide to opt out of the left-handed market. Not us. Both our Model 10/110 receivers and AXIS receivers have a fairly symmetrical design. Our top-tang safety is symmetrical as are bolt releases on several models. So basically it just comes down to changing the bolt assembly and machining the ejection port on the other side.

8.How difficult is it to make left-handed firearms in your factory?

DERMODY: We greatly benefit from operational agility at our factories. We are set up to changeover our machines to efficiently to build left-handed parts for our rifles. This allows us to manufacture small batches of left-handed guns whenever we need them—without labor-intensive and time-consuming expenses—and without messing up our planned production schedule. It’s just one of those things we are better equipped to do than most of our competitors.

9.Why should more dealers stock left-handed firearms?

DERMODY: For the same reason we manufacture so many: If you don’t neglect other niche segments then why neglect this one?

We love catering to left-handed shooters. And once they try a Savage rifle, we know the feeling will be mutual. Many left-handed shooters buy one gun from us and they come back for more. We sell great guns and we have an impressive variety of options left-handers are looking for. We are not going to ignore this niche and neither should our dealers.

10.Is there anything else you want readers to know about Savage’s left-handed guns?

DERMODY: We make specialty guns. Put yourself in the consumer’s shoes: Would you rather have a general purpose gun or one made to do exactly what you want? Just look at the many TV personalities we sponsor—they can shoot any Savage they want and we will give it to them, but they all gravitate to our specialty guns. Jackie Bushman chooses left-handed guns. Some of our other sponsored hunters choose the Compact Hunter and Long Range Hunter rifles.

Whether it is a left-handed gun or a different specialized gun—it’s the same idea: It’s a gun that fits the shooter’s needs. It’s just one of the things that keep them and all our customers happy. When they’re happy, we’re happy.

 

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