How Are The Days Of Smes?

Needless to say, now small and medium

But in other words, in the environment of increasing uncertainty, you feel sad and sad. You can see who can survive and stick to it, and who can jump out of the old experience and pform quickly with the way of thinking, so as to improve their ability to deal with environmental changes, and who will stand firm and not be eliminated.

Over the past thirty years, there have been too many heroes in China's industry. One of their biggest common features is that they have seriously underestimated the consumers' ability to recognize advertisements, and think that an irrational advertising bombing can certainly create an irrational market space.

Obviously, for this philosophy of adventure and luck, they have paid tuition after another.

It is undeniable that

There is a saying that tells the true mystery of advertising: "comply with the concept and emotion of your product's potential customers, and attack your mind fiercely!"

Of course, its premise is that products are better at first. Therefore, it involves a product until an enterprise "how to appear in the market, how to find products to face the support point of consumer groups".

As a matter of fact, every enterprise has paid too much price for building a brand. They are not willing to pour out the brand of "life-long energy" and quit the stage of history. They expect their brands to live forever and stay young forever.

However, every day, we can still see so many brands passing like meteors.

We can not help but sigh.

The current industrial market, brand functional positioning can be said to be the core competitiveness of product competition.

But from the long-term development and planning of the brand, how can we extend the life cycle of our products and stop the historical tragedies of "two or three years"? This requires us to make efforts to accumulate and expand the brand equity with the development and strategic vision.

The accumulation of brand assets is a long-term and continuous process. It can not be complacent, and can not blindly follow suit and make changes.

Enterprises should combine their own resources advantages, product advantages, market advantages and other elements to accumulate and integrate brand equity.

In the accumulation process of brand assets, it is very important to set up the core idea of brand care, confidence, honesty, love and so on. It is necessary to cooperate with the functional positioning of products to establish a good relationship between products and consumers.

Speculation and follow suit are short-term market behaviors.

At present, some enterprises do not know enough about the accumulation of brand assets, or even exaggerate the function of the products. As a result, consumers expect too much in the process of product consumption, and when they find that the products are not good in publicity, they will form a huge contrast.

These products are usually "fire" for one to two years until consumers realize the true face of the product, and sales are plummeted.

Yu Fei, a famous brand marketing expert and an international marketing consultant of CEO, pointed out that if a company wants to operate a brand successfully, it must first have products or services that attract consumers' eyeballs.

Today, with the homogenization of many products, enterprises must base themselves on innovation in developing products, create humanized advantages in the course of operation, and realize the optimized combination of business, products and prices, and create a new market structure.

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At the same time, we must constantly introduce new products with unique characteristics, develop potential consumer demand, seek new customers' growth points, and truly achieve "people without me, people have me".

Only in this way can we really have the advantages and conditions to attract consumers.

Now it is not easy to do things. For enterprises, the future is full of many uncertain factors. The key is that their advantages must have good performance in the market. Once the enterprises are clearly positioned, they must go all out to continuously deepen the influence and impact of their strengths, and take the courage to surpass themselves.

Fortunately, with the help of the international marketing consultant of the blue Chilean ocean, many enterprises have gone through a difficult time and found their own blue ocean. Other enterprises are still searching for it, and they do not know where the road is.

"Low cost marketing", as the winning strategy and actual combat essence of LAN Ge Yang, will boost more enterprises to evade risks and build up a new level in the future, so as to truly find their own advantages.

Nowadays, traditional business is not easy to do. As long as we walk around the street, bankruptcy is everywhere.

"It's not that I don't understand, but that the world is changing fast". Let's see, thirty years of reform and opening up. If there is nothing new, we should start a business according to the traditional mode.

So what?

To start with, there are all kinds of projects, but the key is business models.

An American has written a book called "the world is flat." in fact, the meaning contained in "the world is flat" actually represents a trend. Under this trend, the competitiveness of an enterprise no longer depends on the size of the enterprise itself, but on the strength and ability of the enterprise to adjust and utilize resources.

Perhaps, at this stage, for small and medium-sized enterprises, the days are rather sad. But, as an entrepreneur said, if you want to be a long-term enterprise, you must have a mentality of living. There will be spring, summer, autumn and winter.

In fact, for some typical large enterprises, facing the future economic situation, they have chosen a steady response. As Nan Cunhui, chairman of CHINT group, said, "every time I face difficulties and confusion, if I stand in a positive and open way, I think it should be regarded as an opportunity.

For example, the price of materials will rise, so long as you can get through it and improve through internal management, the cost will be digested internally.

Then your market share will grow.

We have experienced this and have done so.

The appreciation of the renminbi constitutes a pressure on exports. We will consider whether we can enhance competitiveness through some changes, from the original manufacturer to a system integration supplier, from the traditional manufacturing industry to the new industry of energy saving and environmental protection.

Now, especially for small and medium-sized enterprises, it is no longer a self reliant potential to solve the fundamental problems. In this pluralistic pattern of development, we must learn to understand the more information on the basis of learning enterprise pformation and industrial upgrading. If we first reach this commanding height, we will have the advantage.

In fact, it is not a cold day.

The difficulties encountered by enterprises are not sudden jumping out overnight, but the inevitable result of the reversal of the global market structure.

Facing the tremendous pressure of capital, land, labor, environmental protection, raw and auxiliary materials, energy, exchange rate, pportation and other eight costs, the sensitivity and informatization to the market are the foundation and conditions for the innovation mode.

For example, light asset management has become a more fashionable business and has begun to attract attention.

"Light asset operation" is a value driven capital strategy which is highly valued by McKinsey management consultants. It usually takes the establishment of a good resource management system as a platform to achieve leapfrog development.

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The expansion of light asset mode can achieve stronger profitability, faster growth and more sustained growth compared with the operation of private capital.

Characteristics: asset mode tend to be small; asset quality tends to be refined; asset weight tends to be lighter; asset form tends to be soft (intangible); asset investment tends to be less; asset value: static or decentralized when small, dynamic or integration time.

The elements of light assets operation are: Foundation - core competence; support - Wisdom (knowledge); sharp weapon - brand; element - customer relationship; magic weapon - outsourcing; priority - quality control; key - business integration; shortcut - value chain positioning.

At present, the dynamic information inside and outside the enterprise, including information resources, has become a strategic resource as important as energy, materials, capital, labor and other factors, and even beyond. Through the development and utilization of information resources, entrepreneurs can cut into a mature industry with very low cost and integrate existing industry resources for their own use and grow rapidly.

Not long ago, the * * group started a stride pformation. The four production buildings, which were full of women workers in the old factory area, are now being pformed into brand design and exhibition halls. Over the years, more than 800 enterprises have worked for * *, all of which explain the pformation from production management to creation and operation.

"In the past, we made products, and now we produce store managers."

Nowadays, there are many chain stores in many parts of the country. All the products are fully implemented, and 2/3 of textile and clothing products have been employed by local enterprises.

The author believes that with the intensification of competition, competition in the future is no longer a competition between enterprises and enterprises, nor is it a competition between single linear value chains. Enterprises are creating value from independent creation to cooperation, and multiple supply chains form the value network of an enterprise.

In the value network, enterprises can connect many partners and form a fast, reliable and convenient system to adapt to the changing market environment through effective resource integration.

However, in the supply chain integration competition, what is the most competitive factor? Speed, as CISCO believes in the enterprise creed: "in the future shopping malls, it is no longer big to eat small, but to eat slowly!"