Diversification Is Inevitable For Enterprises To Become Bigger And Stronger.

　　企業(yè)在“做大做強”時，都會對市場外部環(huán)境進行必要、全方位的掃描，認真選擇合適的策略，以期成功進入相關或不相關產(chǎn)業(yè)。

Many enterprises have achieved success in certain fields, and they think they can also take pictures in other fields.

They think more about what industry can make money, not what money I can earn and what money they should earn.

For example, after gaining capital accumulation in the liquor market, Wuliangye group began to enter alcohol, biopharmaceutical, whiskey, automobile moulds and other industries, and even launched attacks on monitors and diesel engines.

But the diversification of Wuliangye group has been stumbling. The failure of the "unrelated diversification" industry choice has dragged down the whole group's business performance.

In the process of industrial selection, we can refer to the following six criteria:

First, we need to look at the scale of the industry.

It is impossible for a small scale industry to achieve a large company, and a famous multinational company is accomplished in a large scale industry.

For example, Liang Wengen, the 31 group chairman of the group, founded the Lianyuan welding material factory in the early 90s of last century and several brothers.

This is enough to satisfy a few entrepreneurs who came from poor peasant families, but Liang Wengen is always wondering that they are almost at the same time with the big air conditioners in Hunan. Why do they make more than 20 billion in just a few years? They are always at about 100 million. He feels that the fundamental problem lies in the capacity of the market and the choice of the industry.

"To do this industry (welding materials) is too much energy and too little reward."

So, in 1993, Liang began to study the construction machinery such as concrete pump and so on, and entered the industry that only state-owned enterprises have been involved in the field of heavy machinery manufacturing.

Now, the 31 group is already the largest concrete manufacturing base in the world, occupying 50% of the domestic market share, and has found a successful road in the big industry of heavy industry manufacturing.

Second, we need to look at the organizational structure of the industry.

The structure of industrial organization refers to the structure and relationship between enterprises in the same industry or market, including the scale and scale structure of an enterprise, that is, the respective proportion of large and medium sized enterprises and the market competition relationship, and the relationship between the division and cooperation of enterprises in the production and operation of similar products.

Some entrepreneurs sometimes make common sense mistakes and choose industries that are highly developed when choosing industries.

However, empirical analysis shows that high growth industries do not mean that the best manufacturers in the industry are living, but there are many companies that have done well in a long period of growth, such as Coca-Cola and McDonald's.

China's tourism industry has maintained a growth rate of more than 20% since the reform and opening up, and the prospects for future development must be better. However, Chinese tourism enterprises have not made money.

This is caused by the internal competitive structure of the industry, and the disorderly competition is simply not suitable for big companies to survive.

Third, do we need to see whether there is a realistic profit model for entering the industry? How much is the total profit of the industry? How much do we need to invest in such a total volume? What kind of business model can we use to achieve a certain market share and how much profit can be made? For example, in the Internet industry, the business model of profit has started very early.

Its investment is mainly authorized by the game or developing games. If the game is popular, the marginal cost of increasing users is almost zero. Printing new prepaid cards is just like printing money.

With the accumulation of a few cents in money, Shanda has been making profits almost since its establishment in 2001.

Chen Tianqiao has also become the richest man in China.

Fourth, we need to see how the resources and assets of the industry are distributed.

If you want to enter an industry, you must first study the distribution of resources and assets in this industry. If there is no resources, do not enter the industry.

For example, Chuang Ji Group has accumulated experience in international trade in the process of garment management, and saw that the global trade led to the rapid development of the ocean pportation industry. The demand for ships was huge: at present, China has taken the lead in the world's shipping orders, and some domestic shipbuilding enterprises have even orders to 2010.

As a result, since September 2006, Chuang Ji has bought and annexed three shipping companies, including Keyser shipping, Xin Huang and far east ships, and spent 800 million yuan to enter the shipping industry in Yueqing.

Chuang Ji has now worked with Shipping Co such as China machinery industry group, and has undertaken orders from Panama and Greece.

At present, the annual production capacity of Chuang Ji clothing is 1 million sets (pieces) of men's clothing (output value 18 in 2007).

500 million yuan), and the annual production capacity of Chuang Ji shipyard after completion is 300 thousand deadweight tons (80 million yuan per 10000 tons), with an output value of about 23 billion yuan.

Fifth, it depends on how the industry controls.

The industrial policy of the government will affect the structure scale and niche of the industry.

In addition, we can not only look at the status of the industry, what position it is in the change of industrial structure, the leading position in the change, or the status of being eliminated.

For example, a tiny change in regulatory policy, which is highly sensitive to regulatory policies, usually leads to the flow and redistribution of billions or even billions of wealth, and may also determine the rise and fall of different technologies and companies.

Sixth, we need to look at the technological trend of the industry.

Who is the core technology of the industry? If we enter the industry, can we have the core technology of the industry through mergers and acquisitions or the core technology of the future? This is also a must before considering the choice of the industry.

For example, the core technology of Luming group is the light-emitting chip. This technology is acquired from the United States, through digestion and absorption and innovation, so that Lu Ming Group successfully integrated the core technology of the light-emitting chip, so that the core technology of China's semiconductor lighting industry will enter the forefront of the world.

In addition, before entering an industry, we must study the synergy and echo between the target industry and the existing industry.

To play the synergy effect of industry is to integrate all kinds of resources of enterprises and form a complete product chain and service chain, which is complementary to the internal resources of enterprises.

As people consume more and more reason, brand consumption concept is getting stronger and stronger. From selling products to selling lifestyles, providing a one-stop solution by big brands is accepted by most consumers.

For example, Ji Shi duo has a complete set of home furnishings, such as hardware factories, bathroom cabinets, cabinets and so on, which are made in China and have mature technology.

The success of an enterprise is closely related to the industry or product area that it is located in or where it chooses to work.

If enterprises want to pursue long-term development, they need to find out the best industrial location and choose suitable industries.

The above six criteria can give some inspiration to entrepreneurs who are wandering at the crossroads of diversified industries.