CEO: Are You An Expert In The Industry?
A soldier will bear a bear.
China has not yet formed an American style professional manager "market".
Investor
The three party of managers is still in the game of "corporate governance and management mechanism". However, regardless of ownership form (state-owned, shareholding or private), the fate of an enterprise depends on the thinking and action ability of entrepreneurs (the core team represented by CEO).
Competitive arena for industry players
The history of China's market economy is very short. In the past determinants of enterprise competition, products, channels, executive power, price, advertising, promotion and other technical factors played a key role in a certain historical stage; external factors such as opportunities, resources and other enterprises also played a certain role.
Enter twenty-first Century, especially after 2010.
We clearly find that it is difficult to decide the real success or failure of enterprises only by relying on opportunities and resources, especially the optimization of internal factors.
We can take a few examples to see.
For instance
price war
The price war has always been a magic weapon for Chinese enterprises to win the market. "Made in China" can be said that 80% is competition based on price.
In the home appliance industry, Changhong launched the price war to achieve Changhong, but in fact also destroyed Changhong.
On the other hand, Galanz's price war has made Galanz not only the industry leader of China's microwave ovens, but also the world's largest manufacturer of microwave ovens.
Why are price wars equally different in different enterprises?
Looking at the channel, the core factor for Chinese enterprises to win in the Chinese market is mainly through channels.
Zong Qinghou is also the winner of the channel. Wow ha ha can become the richest man in China today. Huiyuan and farmer Shan spring have not become the eldest of the industry, let alone the richest man.
Can we say that Huiyuan and farmer's spring products are worse than WOW? They are also making channels. Why do we make different channels?
Look at the product again.
In the big market of vegetable protein drinks, the largest daily consumption of soy milk includes other plant proteins.
product
It has not become the main consumer product of the industry. Instead of the products we often drink, such as Wang Laoji's herbal tea, Lulu's Almond dew and coconut coconut juice, it has become the leader in the market.
Why did soy milk and corn juice not have the chance to become the mainstream of the market?
Advertising war.
Qin Chi's advertising campaign claims to drive into a Santana and open a Audi.
Results Qin Chi has become a meteor in the liquor industry in less than three years.
Goutai cellar, Langjiu, the Yanghe River blue classics, even blast furnace wine, Ying Gong tribute wine, rice flower fragrance, Jinliufu, Bai Yunbian and so on have all become the new star of liquor industry in the past five years. The input of CCTV advertising has become the key driving force for the sudden rise of brand.
Why do different enterprises use the same tactics to make different effects? What are the resources of brands and channels before these liquor enterprises rise?
More executive power.
Chinese enterprises are very superstitious in execution.
Depending on executive power, the result is different from those with different executive power.
For example, Taizi milk and golden monkey, which are also deep distribution models, have set up more than 100 offices nationwide.
But Taizi milk has come to the stage of liquidation today, and golden monkeys have successfully realized the one billion brand road, and are still growing steadily and can compete with the world's candy enterprises Dove and Alps.
Our conclusion is that the key factors determining the success of the market are not the separate or combined use of simple elements such as products, channels, prices, advertisements, etc., but rather from the height of the industry and the industrial market as the starting point of the enterprise strategy, so as to make the tactical means truly effective.
Behind the strategy and business is man, the entrepreneur.
Drucker said: the growth of an enterprise is limited by the thinking space that its operators can achieve.
- Related reading
Creating Three Values To Consumers Is The Main Business Of Chinese Clothing Enterprises.
|- Shoe Market | Supervision Bureau Of Anhui Quality Supervision Bureau Went To Suzhou To Investigate Footwear Industry Cluster.
- Street shooting popular | Learn Actress Costumes To Make Winter Temperament, Female Minutes To Discard Cock Silk Title
- Window display | How Can Children's Clothing Stores Attract Popularity?
- Fashion shoes | Boots Are Colourful And Smartly Colourful.
- Standard quality | International Brand Clothing Frequently Appears "Quality Gate" And Low Cost Is The Main Reason.
- Material chemical industry | Asian PX Prices Rose Slightly, PTA Spot Prices Fell Slightly.
- Recommended topics | 北服南山获嘉奖 APEC女领导人服装底蕴深厚
- Law lecture hall | Try To Dress Without Paying The Bill, Walk Away From The Woman Two Months Later, And Then Recognize It In The Shopping Mall.
- Latest topics | What Is "Negative" Of Cotton Farmers In Hunan And Hubei?
- Visual gluttonous | 呢子大衣“恋上”连衣裙 让你美丽不冻人
- How To Open A Clothing Store? Five Years' Experience And Lessons
- Report Birds: Multi Angle Coverage Of The Market Segments
- Ming De Plaza, Chen Min, Chairman Of The Famous Star: Happy Life
- A Practical Process Manual For Clothing Stores
- Outdoor Sports Karrimor Goes To Ispo To Write A Performance Legend.
- For The Fashion Industry &Nbsp; Xu A Chinese Dream.
- Consumers Need To Be Cautious In Shopping; &Nbsp, Please Watch Out For The Ten "Overlord Treaty".
- Adidas Released Its 2010 Performance &Nbsp; Sales Lagged Behind Lining.
- Attention To The Two Sessions: The NDRC'S Interpretation Of The Main Contents Of The 12Th Five-Year Plan Outline
- NOVO Stores Accelerate The Enclosure Of &Nbsp; Department Stores Want To Restart The Buying System.