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The Way Out For Chinese Enterprises: To Be A Leader And Not To Be A Phoenix Tail

2011/6/15 16:08:00 68

There is a Chinese saying "better to cook a chicken head than a phoenix tail". In ancient times, it did not attach importance to dignitaries, preferring to grow rapidly in a small environment, and not to be the last one in a prominent situation.

With China

business

With the increasingly fierce competition environment and the increasing cost, the development of enterprises has become more and more difficult. The strength of enterprises can rely on the accumulation of abundant funds to expand their efforts and make a big difference. How can some small and medium-sized enterprises with general strength and poor funds grow and grow in this ruthless environment?

With the continuous upgrading of consumption concept,

brand

Increasingly, the reason why consumers choose goods, but because consumers' mental resources are limited, consumers of the same category generally prefer to remember the brands ranked first in the two place and pay little attention to the third brands.

For example, instant noodles, it is easy for us to think of Kangshifu and reunification. If we do not say fried noodles, the first thing we can think of is "five Valley Dao Dao", which is the value of making a tap.

There are many ways to do it. I think the following two methods are more suitable for Chinese enterprises.

The regional leader will get the first month.

When the strength of the enterprise is not strong enough, the channels are not perfect enough, and the staff is not enough, it is suggested that enterprises can start from the region, and strive to be the leader of the region.

First of all, a strong sense of regional cultural identity, as long as product quality is very easy to get.

Consumer

Secondly, regional operation can greatly reduce logistics costs and store maintenance costs, not only strong operability, strong regional competitiveness, but also effectively avoid the edge of front-line brands.

The xujiajia floor, which the author has served, is a typical example of creating a regional leader. The xujiajia floor is tightly centered around Suzhou, Wuxi and Changzhou in the early stage of operation, concentrating its superior resources and intensive cultivation, insisting on opening a shop: a profit shop and a radiation concept.

After several years of unremitting efforts, annual turnover exceeds two hundred million yuan. This turnover is only the market in Jiangsu province. With the steady development of the leading position in the region, the strength of the enterprises is further enhanced, and the development goals of enterprises are also adjusted in time to become the leaders of East China region, and gradually expand Shandong, Anhui, Zhejiang, Shanghai and other places, so as to push forward the goal of the regional leaders.

Being a regional leader is suitable for most of the growth enterprises. At the same time, enterprises can create a path suitable for the development of enterprises through a relatively low marketing cost, and build a strong marketing team to lay the foundation for the development and growth of enterprises.

A little red in category

After thirty years of reform and opening up and rapid economic development, China's brand structure in various fields has been relatively complete. Facing such a market, it is particularly appropriate to create a category leader.

Such as China's home appliance market from PHILPS, Panasonic, Toshiba to domestic Haier, the United States, GREE and so on, the intensity of competition can be seen in general.

No matter how big electric appliances or small appliances may leave other companies, there are not many opportunities. However, by creating a new category of soya bean milk machine, Joyoung has successfully established a solid foothold in the field of small household appliances, and has rapidly grown into the leading brand of this category. Galanz is digging deep into the microwave oven.

There are numerous examples of success in making category leading products. Jie Liya focuses on towels and focuses on women's mobile phones, cat's underwear and so on.

Making leading products can enable enterprises to focus more on a certain field, and more easily get consumers' recognition of the brand. From the point of view of competition, creating leading products can enable enterprises to stand out quickly in many brands and occupy a market quickly.

China has vast territory and large population, and its market potential is limitless. Although the brand structure has been very stable in many areas, a slight subdivision will find many opportunities for Chinese enterprises, and opportunities for leading enterprises can also be found everywhere. Especially for many export to domestic enterprises, the quality of products is excellent and the financial strength is better. Facing the plight of two talents lacking in domestic channels, it is a better way to make a regional leader or category leader.

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Of course, enterprises are starting from regional leaders or starting from category leaders. This is not static. For example, Shanghai's Lai Yi is a typical example of leading from regional leaders to leading products. At present, the country has broken through 2000 terminals and become a true leader.

We are willing to have more leading brands in Chinese enterprises, and let us look forward to it.

If you have better suggestions and opinions, welcome to share.