CEO: Are You An Expert In The Industry?

A soldier will bear a bear.

China has not yet formed an American style professional manager "market".

Competitive arena for industry players

The history of China's market economy is very short. In the past determinants of enterprise competition, products, channels, executive power, price, advertising, promotion and other technical factors played a key role in a certain historical stage; external factors such as opportunities, resources and other enterprises also played a certain role.

Enter twenty-first Century, especially after 2010.

We clearly find that it is difficult to decide the real success or failure of enterprises only by relying on opportunities and resources, especially the optimization of internal factors.

We can take a few examples to see.

For instance

Looking at the channel, the core factor for Chinese enterprises to win in the Chinese market is mainly through channels.

Zong Qinghou is also the winner of the channel. Wow ha ha can become the richest man in China today. Huiyuan and farmer Shan spring have not become the eldest of the industry, let alone the richest man.

Can we say that Huiyuan and farmer's spring products are worse than WOW? They are also making channels. Why do we make different channels?

Look at the product again.

In the big market of vegetable protein drinks, the largest daily consumption of soy milk includes other plant proteins.

Advertising war.

Qin Chi's advertising campaign claims to drive into a Santana and open a Audi.

Results Qin Chi has become a meteor in the liquor industry in less than three years.

Goutai cellar, Langjiu, the Yanghe River blue classics, even blast furnace wine, Ying Gong tribute wine, rice flower fragrance, Jinliufu, Bai Yunbian and so on have all become the new star of liquor industry in the past five years. The input of CCTV advertising has become the key driving force for the sudden rise of brand.

Why do different enterprises use the same tactics to make different effects? What are the resources of brands and channels before these liquor enterprises rise?

More executive power.

Chinese enterprises are very superstitious in execution.

Depending on executive power, the result is different from those with different executive power.

For example, Taizi milk and golden monkey, which are also deep distribution models, have set up more than 100 offices nationwide.

But Taizi milk has come to the stage of liquidation today, and golden monkeys have successfully realized the one billion brand road, and are still growing steadily and can compete with the world's candy enterprises Dove and Alps.

Our conclusion is that the key factors determining the success of the market are not the separate or combined use of simple elements such as products, channels, prices, advertisements, etc., but rather from the height of the industry and the industrial market as the starting point of the enterprise strategy, so as to make the tactical means truly effective.

Behind the strategy and business is man, the entrepreneur.

Drucker said: the growth of an enterprise is limited by the thinking space that its operators can achieve.