The Secret Of Success Of Benchmarking Enterprises In China

Tolstoy said, "happy families are all the same, unhappy families have their own misfortunes."

It is perfectly appropriate to apply this sentence to leaders and benchmarking enterprises in various industries in China.

We say: "unsuccessful enterprises are different from each other, but successful companies have similar successes".

Through understanding and summarizing the success rule of benchmarking enterprises in many industries, I found this law.

Looking at the benchmarking enterprises in many industries in China, you will find that there are many similarities in the way they go, especially in their success.

This article attempts to summarize the near success secrets of different leaders in different industries from the three stages of the development of an industry.

The sprout of leaders: finding an industry is more important than finding a market.

With China's reform and opening up, along with the pformation from planned economy to market economy, many industries and market opportunities that previously owned by state-owned enterprises have not been met before, and are gradually awakened by the tide of market economy.

Every industry in China suddenly exploded like popcorn. Suddenly a million flowers were popped out of a rice flower.

This popcorn has exploded from 1980s to the present.

And every rice flower is actually an industry that is not satisfied. It is an industry.

From the shortage of goods in 80s, when it comes to what to produce and what to sell, by the sudden outbreak of Chinese household appliances in 90s, the outbreak of beverages, computers, health care products, clothing, milk and so on, it can be said that the large brands that come out of all walks of life in China nowadays, except for the latter ones, almost all set their status in 90s.

In the first few years of twentieth Century, industries such as real estate, automobiles, networks, games, new media and so on exploded again, forming countless new industries.

I believe that at least 10 to 15 years in the Chinese market, there will be a variety of rice flowers exploded.

However, the more and more rice flowers explode, the higher the threshold is.

1, finding an industry is more important than finding a market.

In the process of exploding rice flowers, all the benchmarking enterprises in different industries have done the same thing without exception. That is to create a new industry, or to create a new category.

For any enterprise, the best competition is no competition.

We call this idea a noun, which is called "becoming the first better than doing better". If we want to choose a project, we must try to make ourselves the first or the pioneer in this project or industry, so that we can have the advantage of first out and not second or later.

Because there is a cognitive rule in human nature, that is, the memory of the first is the oldest and it is very difficult to erase.

For example, everyone can remember their first love in their whole life. Remember the first special experience, remember the highest mountain in the world, and not necessarily remember the second. Don't talk about the second.

The first thing to do is to do the best, and to do the best. First of all, this is the success rule of the leading brands in various industries: finding an industry and taking the lead in the industry.

We can count countless examples.

Wuliangye takes the lead in raising prices in the liquor industry, setting up its position as a "Chinese liquor magnate" through price first, even if it faces Moutai, known as "China's national liquor".

Hongta mountain is the first tobacco industry to rely on its own marketing capabilities rather than historical resources, and occupy the first place in the nationwide sales of high-end cigarettes. So far, it is still a strong brand tobacco brand in the industry.

With its first "sports drink" market opportunity, pulse beverage has created a new category of sports drinks and has become the first brand in the beverage industry.

Lenovo computer takes the lead in carrying out the "Chinese nation"

There are many such examples, and the success of these examples seems to coincide with the same rule. It is to find an industry and take the lead in it.

2. Discover an industry and create it.

To create a new industry, there are two main competitive strategies, one is to seize the industry's first and the two is to emphasize speed.

How to seize the first place in the industry?

In fact, it is the first cognition of the industry.

Because in a new industry, who is the ultimate boss?

But whoever can take the lead in winning the nominally first is likely to become the first, as long as it does not commit fatal errors.

There is another rule in people's brand memory.

First of all, to become a new industry or new category, we must first become the first in the minds of consumers.

It is much more effective to occupy the first place in people's minds than to be the first in fact.

Therefore, first of all, we must seize the industry first.