Zhao Qiang, President Of Ting Mei Group: Between Dreams And Interests

Job hopping, changing the way through the guide: Zhao general, this time you join Ting Mei, everyone is very concerned.

At present, professional managers are jumping jobs frequently. Can you talk about it with your own experience?

Zhao Qiang: perhaps it is because the location is relatively high, so it is easier to get attention. In fact, most of the middle and lower level employees are also quite different.

I think professional managers are a product of constant practice.

If a person regards "manager" as his career goal, he should not only master a lot of theoretical knowledge about the enterprise, but also more importantly, he must experience a lot of enterprise practice and truly understand the operation rules of the enterprise.

The first business I went to was Guangdong Zhongshan celebrity computer company. Before I went, I worked as a consultant for "celebrities" for a period of time. I realized that "celebrities" would immediately produce a new product, that is, the "wise man king". I think this product will be very competitive in the market. If a competitive product is combined with good marketing, it will gain recognition and success in the market.

And such an opportunity also gives me a platform to give full play to my energy.

In fact, I think it is more important to choose what to do at the beginning. It is impossible for a person to do a good job without any career premise. Success must come from a combination of factors.

At that time, "celebrities" already had a good product, but there was a lack of marketing.

After joining the "celebrity", I set up a professional and dedicated marketing team to make up for the "short board" of "celebrity" marketing. In 2001, under the impetus of "intelligent king", "celebrities" were far ahead in the same industry.

Guide: what kind of situation do you leave celebrities?

Zhao Qiang: in 2002, the market of PDA began to decline.

Because PDA's "birth" is to make up for the lack of mobile phone functions. For example, the original cell phone can only store 30 phone numbers, which is not enough for many people, and PDA can store tens of thousands of phone numbers.

With the passage of time, the function of mobile phones has been constantly improved, especially the enhancement of telephone number storage function. The historical mission of PDA has ended. At this time, "celebrities" do not have an updated product to replace. In such a case, a good marketing mode can not work.

Guide: what power did you choose Galanz?

Zhao Qiang: at that time, the boss of Galanz invited me and told me a sentence. "You should go and see how a ten billion enterprise did it."

I think this sentence is very inspiring to me, because before that, the assets of enterprises that I have gone through are basically within 1 billion yuan, and "Galanz", as an excellent brand enterprise, has a strong market, which is very tempting for me.

In addition, I also feel that after a period of release, a person needs to constantly learn and adapt to changing circumstances to improve himself. "Galanz" is a good learning opportunity for me.

In the "Galanz" for more than a year, because of the relatively wide contact, Galanz's cost control, excellent corporate culture, and strong team cohesion gave me a new charge, and made me more confident in my current job.

Why do you leave Galanz again?

Zhao Qiang: in the "Galanz" is a practice stage, and the extraction of theory needs to continue to learn. At this time, I went to the Yangtze River Business School founded by Li Jiacheng to study EMBA, because learning place in Beijing, and work place in Guangdong, if always flying on the plane, this is not suitable for work and study.

Secondly, because I have been in Guangdong for two and a half years, and my family is in Beijing, I have to work in Beijing partly because I have a family responsibility.

In addition, joining Ting Mei is also a yearning for my development career.

After joining the ting Mei, chairman Zhou Feng put forward the concept of "career manager". What do you think is the difference between "professional manager" and "professional manager"?

Zhao Qiang: I think the relationship between professional managers and enterprises is phased. The pursuit of professional managers is a phase of dreams and interests to achieve a conjunction, so it is relatively short-term.

The pursuit of career managers is how to achieve long-term dreams and interests.

Therefore, this time I join Ting Mei, my work will be very different from before. The current work is slowly moving over with Zhou general. Now it is still a gradual pition process. In the future, we must work in an all-round way.

Guide: as you said, business managers pursue long-term dreams and interests. What do you think should be done to deal with the short-term and long-term goals of the company?

Zhao Qiang: I think this is a dialectical relationship.

If an enterprise does not have short-term interests, long-term goals will be a castle in the air, but only short-term interests will be harmful to long-term healthy development. Therefore, enterprises should have a plan to cope with future goals while maintaining short-term interests, so as to ensure a sustained and steady development of the company.

How do you view professional managers' pursuit of short-term benefits?

Zhao Qiang: there are two ways to talk about it.

On the one hand, it depends on the products produced and operated by the enterprise. Some products are short term, some products are long-term, and they must be done according to their timeliness. In this respect, Ting Mei wants to know more clearly.

Ting Mei Group involves more products, higher degree of specialization and strong industrial functions. Therefore, like Ting Mei slimming capsule may be a fast earning product in the market, it can achieve short and fast results, but Ting Mei underwear is a product that needs to be made long.

In this way, we must combine the short term products with the long term products. Short term products rely on fast profits to support the development of long-term products. Long term products may start to slow up in profit growth, but the future will become stronger gradually.

On the other hand, it is necessary to establish a good enterprise management mechanism to ensure that more personal interests and business interests go together, so that employees can care about the long-term development of enterprises.

Tsing Mei, a fashion guide for fashion and fashion, has become the trend of underwear. But competition in the market is fierce. "Ting Mei" has been able to stand out in the past. What do you think depends on it?

Zhao Qiang: I think the most important thing is coming from Ting Mei's continuous innovation, which is also consistent with the idea that my manager should constantly pursue new ideas.

It can be said that ting Mei has provided me with a new platform for me to practice my ideals with new ideas and new ways of operation.

The innovation comes from consumption demand. Therefore, Ting Mei has been following the target consumer groups closely, studying the market demand, and meeting it with scientific and technological means.

Ting Mei has such a high level of professionalism because he maintained a good cooperative relationship with the scientific research institutions. Once the market has new situations and new changes, Ting Mei will quickly feedback, and give it to the specialized authorities and scientific research institutions for serious analysis and research, and finally solve these problems. In this way, the whole market of Ting Mei will be in a state of maneuver, which will change with the needs and preferences of consumer groups, so that technological innovation can really benefit consumers.

One of the typical facts is underwear. In the market, Ting Mei underwear is mainly made up of two kinds, one is the modified underwear. For a long time, it can change the shape and shape the body, and the other is the body clothing. It can not change the shape, but it can bring the external beauty effect. These two kinds of underwear basically meet the needs of the consumers.

Recently, Ting Mei underwear introduced a new technology in Japan, that is, leptin perfume, which was originally used in skin care cosmetics, because its odour can stimulate the body to consume fat and help weight loss. Therefore, Ting Mei bought up its right to make use of underwear in China's underwear market, thus adding new breakthroughs in the field of weight loss. If it can get better dissemination in the future, I think this kind of thin perfume underwear will lead a fashion in the market.

This year, we also hit the high-tech concept of "Zhongke heating card" according to the market situation. We entered into the thermal underwear all the way, so that the thermal underwear can enter the era of the heating card in an all-round way, and strive to make "Zhongke warm card" into an internationally famous brand in a short time.

Next year, we will continue to innovate, seek new breakthroughs, and strive to make Ting Mei go longer.

Guide: what does TM do and how is it going to push it to consumers?

Zhao Qiang: actually, as I said before, underwear is a product that makes consumers feel beautiful. It has no sense of bondage, but it can not change the shape of the body, but the modified underwear pays more attention to the real effect. If you wear it for a long time, you can really change your shape and create some constraints when you shape your body.

Therefore, in view of different consumer psychological needs, Ting Mei's product service is very thoughtful.

Consumers can choose Ting Mei slimming capsules or choose Ting Mei underwear, which has changed some physical habits for a while, but they are willing to accept those who want to lose weight and have strong confidence.

In the way of future development, Ting Mei should not only pursue the innovation of technological concepts, but also strengthen the cognition of consumers from the marketing and further advance the distance between Ting Mei and consumers.

Guide: your success in marketing planning and marketing management is obvious to all. What do you think you are relying on?

Zhao Qiang: one is savvy, the other is persistence. These two points are the most important.

From the point of view of understanding, it comes from continuous learning, and from insisting, it can be bitter and patient.

●新聞檔案 趙強其人 畢業(yè)于北京廣播學院新聞系 現(xiàn)就讀于長江商學院EMBA 北京作家協(xié)會會員 1997年首屆中國十大策劃人 2001年獲第二屆營銷人最高榮譽“金鼎獎”特別案例獎，并代表中國企業(yè)首次登上美國營銷論壇新聞 企業(yè)經(jīng)歷： 　　歷任： 　　北京百龍綠色科技集團公司副總裁 　　北京電視臺雷德斯科貿(mào)有限責任公司董事、常務(wù)副總經(jīng)理 　　廣東名人電腦科技有限公司董事、副總經(jīng)理兼營銷中心總經(jīng)理 　　廣東格蘭仕企業(yè)集團公司總經(jīng)理助理 　　現(xiàn)任：婷美集團總裁 　　著作： 　　廣告類：《出手不凡――廣告制勝術(shù)》(合著)工人出版社 　　營銷類：《中國第一商戰(zhàn)――百龍爭霸謀略》(合著)今日中國出版社 　　財經(jīng)類：《高手過招》作家出版社 　　長篇小說：《找不著北》(1997年財

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