Home >

Ye Feng: Building Brand First Forms The Concept Of Integration.

2011/10/25 14:57:00 25

??? 日本語 Fran?ais English 中文

Ye Feng Creates The Concept Of Brand Integration

The power of the mode of parallel meetings of China Fashion Convention: breaking the operation code of the brand

Sunshine founder Ye Feng, founder of strategy consulting firms

In fact, it is three things for the boss to do the brand, do it well and do it well.

I have a lot of contacts with Chinese enterprises. My first identity is a business school teacher, so I have been dealing with Chinese bosses for 40 days in the EMBA classroom of about 12 schools throughout the country, and I have been contributing to each other for nearly 12 days a month.

strategy

At the same time, consulting companies are also making strategies and making venture capital funds, so they know more about enterprises.

First, today I am a spectator, saying something that is irrelevant, hoping to inspire some of you.

I think the brand here should not be more than ten, because most of the enterprises in China are not related to the brand at present. Of course, the brand is also our goal in the future. All the guests mentioned just now, the formation of all brands is actually the power of the model, so I will talk about the strength behind the brand.

As we all know, most of the companies like BYD will think of Buffett. Buffett is very helpful to BYD brand than the value behavior of the market itself. There are such phenomena in China. Many times, it doesn't matter who you are in the enterprise.

It can be used as a strategy or a game, but it is becoming more and more important for enterprises.

Because most enterprises are non brand enterprises, and manufacturing enterprises are relatively small, it may be very important for you to brand, but what is lacking is building.

brand

Funds.

Chinese enterprises encounter three serious problems. First, financing difficulties, second recruitment difficulties, and third company operating costs continue to rise. These three problems will also puzzle many of the owners here. Perhaps we first from the point of view of capital, building brands first form the concept of integration, and integrate the concept into the practice of enterprises.

Let me give you three small suggestions.

1, move towards the industrial chain.

2, to the ecological direction.

3, walk in the direction of variation circle.

For example, our

clothing

Business Pathfinder, who talked to their company founder several years ago, may first consider how to integrate, especially the integration of resources, for the upcoming enterprises and the future brand position in the market.

He said you would give me a suggestion and I would like to say my thoughts.

For example, for an outdoor enterprise, if I integrate from the industry chain, I think that it can reduce the short-term cost to the enterprise quickly, for example, if you integrate the upstream and downstream enterprises and the fabric enterprises into your company as your shareholders, you will be able to help them with the cost in the near future.

Reduce the short-term cost, and the integration of the ecological circle is very important for the medium term support of enterprises. For example, let YOUNGOR be your shareholder, Western-style clothes and outdoor clothes are not a category, but in an ecological position, from a long-term perspective, consider the long-term development of enterprises, and perhaps talk to Su Ning and Gome. If you have the opportunity to make them your shareholders, they may help even more. Suning and Gome are not an ecosystem with us. We can know that Gome has already established channels for outdoor leisure wear in its own stores, and I believe that he will come to all the stores in the country to do this. In essence, the appliance industry and the clothing industry are not an industry, but one turn around has the ability to enter the industry, because the channel is king. Industrial chain integration first

The channel to promote brand development is particularly evident in the present environment, so Gome may help him for a long time.

Therefore, for enterprises, we should build our own resource system from three aspects. In the short term, medium term and long term, Gome and garment enterprises have a variation circle, and I hope to have some inspiration for you.

This is my first point.

Two, talk about the understanding of the development trend of the whole industry. I think China is developing at present.

trend

It must be an era of coexistence of elephants and ants. This concept is put forward by Charles, a management scientist. Now, big enterprises will become bigger and bigger, but the number will be less and less, because big enterprises will make themselves bigger and bigger by means of acquisition, merger and reorganization.

Now the times are undergoing such changes, and the speed is faster and faster. The scale is not big. You think it can still be a business. In the future, a mission is very important. First, ensure the value of being bought by others. If you don't have the value of being bought by others, you will not make money very much. If someone else purchases you, you may become someone else or help you do more.

I hope you can learn more from the experts in the previous brand areas. Making brands really needs money and costs a lot of money. I don't think that the 42 way is suitable for Chinese clothing brands, where is the next sustainable? What we want is sustainability, no sustainability, everything is empty, and many marketing strategies and methods can help us win fame. But how can we ensure the following? First, capital strength, team strength, and then other resources such as enterprise resources, scale and so on. These factors are indispensable.

Three, it is related to the company strategy. All brand strategies must be attached to the development strategy of the enterprises themselves. For Chinese enterprises, the goal of our development strategy has just been said that we have the conditions to be sold, because your company has the conditions to be sold, which means you are still a good company. If your company basically has no one to buy, it means that your business is not good either.

I find that many Zhejiang enterprises have a turnover of two or three billion a year, but their net profit is not as good as those who earn money by making mouth water.

There is a trainee in a Wuxi enterprise, with a turnover of 350 million a year and a net profit of less than 300.

There are two ways to make a strategic breakthrough.

The first is diversification, and the second is no border expansion. All historical rules and business practices have proved that ten years is a kingly and fundamental way for an enterprise. A magazine in the United States made a survey and asked 100 people how to succeed. The 100 people generally said they did not know what they were doing when they were young, so they just smashed into an industry and worked for twenty years. They told everyone that concentration is a kingly way. Some people say that they can not diversify. The problem is that ordinary enterprises do not have the ability to diversify. Shanghai Fuxing enters a company by means of finance, and chooses five companies in the industry.

Most businesses need to focus on your future.

So in the strategic direction, I will give you two paths, one professional path and the other way. But no matter which way we go, we must find ways to integrate external resources, and external resources are indispensable.

Four, the brand model, I think for China.

clothing

For most enterprises, most enterprises are concerned about your channel and the changing trend of your channel. At present, electronic commerce has been placed before us. Whether you admit it or not, he has been changing and affecting the whole consumer ecology. I think the consumer basically sums up two points. First, in his cognitive process, he prefers to use search, and search has become the most important link in the cognitive path. So we can see that in order to complete the whole industry, the Alibaba has actually caught the essence of price search.

The second is electronic commerce. According to the search results, the purchase behavior is implemented, so in the brand mode, we first pay attention to e-commerce plus search engine, especially electronic commerce covering strategic vertical search is very important.

Second how the traditional marketing mode is affected by the impact of e-commerce? It's hard to say, but many data have explained this trend, so I particularly emphasize the channel in brand mode.

Five, the future direction of enterprise breakthrough. I think the first thing should be the introduction of funds, followed by product research and development, relying on your professional skills to win competitiveness, and perhaps building competitiveness as the core.

Finally, the introduction of talent, you have done three points, we can have a good foundation, in order to face the brand we want to do in the future.

I have a very good friend in a company. I have a very good friend. I have a very good friend who is a senior vice president under Ma Yun. He told me that his group held a meeting and put forward four words "reincarnation strategy", so that everyone could understand how to call me. Alibaba is a good practice of reincarnation strategy. Alibaba first did B2B, why did Taobao get out of it? An enterprise is just like a person's life. There is a cycle to a certain period of time when entering a recession. It is necessary to extend the old life with new life. So the Taobao network has come out, and his volume is very large. Suddenly, it is discovered that Taobao net is likely to die due to the payment problem, so it needs to continue to be reincarnate, so Alipay is coming out. Six, I would like to share with you a topic. People with religious beliefs may know the word "reincarnation".

Recently, we saw that the Taobao network was split into three, the personal seller Taobao network was retained, Taobao mall was independent, and the Internet was vertical.

Another company, become a number of lives, relatively long life, if you think you have problems or problems in the future, I suggest you prepare for the cycle in advance, and try to make your life a continuation in the future.

Finally, I would like to send you a few words. I believe that for us, faith determines the path, the mind changes, the capital produces the advantage, and the innovation wins the future.

I hope that we can have a good understanding of these words. In fact, the overwhelming majority of people are very impetuous. From liberation to reform and opening up, we have lost material life for decades. From reform and opening up to the present, we have lost our spiritual civilization. If you live without direction, there will be no direction for enterprises. We should ponder over these problems and start again.