Shoe Enterprises: Failure To Become A Hegemony, Together With Vertical Anti Hegemony!

The combination of "vertical and horizontal" and "Lian Heng" wrote an epic poem of the Warring States period.

"Lien Heng", which focuses on the close and close ties of the Qin Dynasty, constantly weakens and divides the six powers, and finally achieves a strong and unified China.

The two strategies of "Lian Heng" and "combination" play a game together and compose a wonderful history of the Warring States period.

Today, in the marketing From EMKT.com.cn domain, all kinds of hegemony are constantly squeezing and attacking small and medium enterprises and brands with their strong strength, which is a great boast of the weak brand of enterprises.

In this critical moment of life and death, as a small and weak brand enterprise, is it the fate to sit and wait for the ruin?

Or choose to fight and fight, and strive for survival and development.

Perhaps the best choice in the spring and Autumn period and the Warring States period is the strategy.

It can survive for a long time for the weak six countries, and also help you get out of the oppressed fate, let you turn the weak and walk on the road of prosperity.

First, give up the marketing strategy of big, full, multiple, but not sophisticated, gather the core of itself, strengthen the core, consolidate core with fine and specific, and establish competitive advantage.

Sometimes giving up is the best choice.

Small and medium-sized enterprises have many limitations in capital operation, quality system, information feedback and sharing system, product research system, and production quality management capability. Giving up the marketing idea of omnipotence and omnipotence is a strategy based on the most realistic choice.

If you are good at market development and promotion, follow the example of "Nike" for light production and heavy brand operation; if production management and quality management are concerned, then do OEM production only, do not make brand management; if you work in design and brand packaging, do "langtao" design; if you work in product research and development, make it into a research room.

It is probably the best choice to give up that kind of product from research and development, production, quality and marketing, and abandon the single use and single product that is selected from individual, family and environment.

Focus on where you are most familiar and where you are most capable.

Focus on the areas where you can best lead your competitors and put them in the best place to break through in competition. With fine, diligent and persevering efforts, you can continuously accumulate potential energy, constantly consolidate core competencies, and form the core competitiveness that others can not surpass.

Two, learning to use outsourcing methods to improve the operational efficiency of enterprises, and enhance the operation efficiency of enterprises by forming an alliance with individual superior enterprises, thus forming competitive efficiency.

The promotion of enterprise competitiveness is inseparable from the efficient labor efficiency. Under the premise of lack of talent and management experience, small and medium-sized enterprises outsourcing the local non core part is undoubtedly the only choice to improve the overall labor efficiency.

For example, advertising and brand design packaging, the lack of personnel and experience in general companies, then outsourcing to appropriate and adapted advertising design companies, media companies, packaging design companies, brand management companies.

If product research and development is lacking in research strength, testing methods and testing capabilities, then relevant research institutes and research institutes should be invited to jointly develop product development.

If the production cost and quality control ability is better, then only develop OEM and specialize in brand businesses.

Outsourcing is not simply entrusting design and production. It needs complementary advantages and mutual assistance.

It is an alliance choice under the highly effective strategy, which contains multiple management factors such as management, control management, optimization and selection. It is not a simple and easy escape strategy.

Improving operation efficiency, optimizing and optimizing resource combination and enhancing competitiveness are the fundamental factors of outsourcing.

Three. Above and below, we should establish vertical upstream and downstream joint and build high competitive potential.

The above integration strategy links upstream and downstream resources, forming vertical industry chain, forming efficient competitive advantage and competitive industry chain.

Many shoe industry experts are investigating the competitive advantages and speed efficiency of Wenzhou footwear industry, which is superior to that of Guangzhou footwear industry. It is pointed out that the industry chain of leather production in the upper reaches of Wenzhou shoe industry and the downstream shoe production enterprises are integrated into an industrial chain, which is effective in R & D and production. Therefore, the competitive advantage of Guangzhou footwear industry can not be achieved in terms of production speed and price advantage.

The alliance between upstream and downstream is the combination of product sales and manufacturers, establishing an interest alliance with the R & D institutions, and establishing a solid interest covenant with the upstream raw material manufacturers' R & D, production and management, forming a fast, synergistic and efficient integrated competition group, and forming a more effective competitiveness.

Alliances can solidify superior resources through simple contracts or strategic mutual investment holding.

Four, we should build up a horizontal alliance by connecting the right and left sides, and establish a united front, complement each other and build a new competitive consortium.

Taking the unrelated interests competition as the joint goal, we should establish strategic mutual promotion and promote resources to each other to form a new united front with complementary advantages and potential energy.

"Coca-Cola" and "network hot blooded game" have implemented two-way interactive promotion and publicity, and implemented the mutual winning strategy of "1+1" 2, which has multiplied the effectiveness of propaganda and promotion resources, and realized the exchange of audience and investment multiplier of consumer groups.

Through the cooperation of disconnected interest groups, mutual strength and complementarity can be achieved to achieve win-win and win-win competitive potential.

Through the establishment of relations with various interest groups, we can form the potential energy pformation of weak and strong.

When you are still weak, when you are still being squeezed by powerful forces, you can ally with groups that can be combined and join together to resist hegemonic oppression and become strong drivers.

He Qibo has been engaged in advertising planning, sales, brand management and market management for many years. He has worked as a planning manager, brand director, marketing director and deputy general manager in many advertising, communications and cosmetics companies. He pays attention to actual combat and real environment, and achieves unity of knowing and doing.