Eight Honors And Eight Disgraces That Marketers Should Have

General secretary Hu Jintao put forward "

(1) be proud of loving the team and be ashamed of the team.

Team is the sustainable development of enterprises.

As we all know, the development of an enterprise must go through a difficult and difficult process. In this process, many employees may pay a lot of effort and sweat for it.

But once a career is successful or everything is on the right track, some cadres and employees will relax their restrictions on them as a matter of damaging the team.

And for the black sheep, enterprises must be merciless before warning future generations.

I have been in a group company, this is more frequent punches.

Many of the outstanding young cadres who are in the stage of rising have been sacked.

In terms of prestige and ability, few people may be right, but if they shield and connive, they will affect the whole team's fighting power and the prestige of the enterprise.

A female manager is the backbone of the enterprise's key training. Its working style is famous for its ability to be bold and bold, but its "eight hours away" reputation is not very good. But considering the overall development of the enterprise, although it has "blemishes", it has not yet been "to cover up jade", so it is still reused.

But she did not take this as a warning, and her style of work was still too arbitrary.

Once, on her birthday, she even ordered a more trusted salesperson from the mall to pay for her birthday, ranging from 50 to 100.

For the salesperson who has an average monthly income of only 500 yuan, this financing is also very expensive, and the salesperson who is not "exploited" secretly "accuses" to the leader.

In this case, no one can keep her, including the general manager, all of which is shameful for this kind of behavior, and the clever and capable female manager has never been able to recover in the officialdom.

Although the matter is ridiculous, it also reveals from a side that she does not attach importance to the consequences of team work. In her eyes, she does not put salesmen in her eyes, does not consider the fundamental interests of salesmen, and starts everything from herself, but despises team members.

In fact, no matter how high you are, you should pay attention to your subordinates. Remember, "love the team and honor the team."

(two) be proud of serving customers and deceive customers.

"Trustworthiness and customer orientation" should be the source and source of business for any time and place.

Customers are our parents, our God.

Faithful and stable consumer groups are the fundamental guarantee for sustained and healthy development of enterprises.

Losing customers' trust and support is like "water without source, without wood".

With the increasingly fierce competition among businessmen, the more businessmen coming from Zhao have abandoned the integrity of the business in pursuit of business profits, and have played the promotional games.

The wise man, after you have been "gentle knife", just cried out regret; the follower is "lose the wife and fold the soldier".

In recent years, the "buy and sell" campaign has been popular. It is nothing more than playing word games with customers. Smart customers can "play the shopping mall as a shopping master".

From the "overlord clause" with the ultimate right of interpretation, merchants buy 100 to 150 word games, and then to the car in shopping.

Businesses are Bragg about themselves, and consumers are getting more and more confused.

In order to seize market share and suppress competitors, more and more businesses are trying to figure out how to make consumers willing to pay their money. The idea of "business interests first, customer interests second" is popular.

In fact, discount sales have become more and more rare. Instead, it is a "sales competition" that promotes sales and promotes sales.

The author pays close attention to the observation. All of them say that Shanghai people are smart and promotions are not very hot. In Shanghai, they rarely see the "buy and sell" activities.

And the "buy 100 to send 50" activity originated in Beijing is a classic play in the north. From 100 to 50, 60, 80, to 100, to 150, the concept is becoming more and more conspicuous, with more and more additional conditions.

"Only vouchers, no vouchers, only vouchers, no vouchers; restricted shopping malls, brands, counters; different commodities; different coupons; no change, no cash."

Wait.

"My site is my master" - - the businessman has the final interpretation power, you don't fall in love with where to sue.

When I launched a scraping card activity, CEO, a boutique clothing store I worked for, actually played a little trick, holding a winning scraper card, specifying the quantity of delivery every day, and, more importantly, privately found a "prize child" and pretended to receive a grand prize.

In the end, the activity is very unsuccessful. How can we win the trust of customers by means of false sales promotion? The author has been involved in the planning and implementation of the large-scale promotional activities of the state-owned department stores.

In fact, deceiving consumers is also deceiving themselves, is the bottom of the performance.

Just imagine, if the bottom line is enough, actually designing activities for consumers, how can such a bad behavior be done?

(three) be proud of innovation and change, and stick to old habits.

It is unthinkable in the past state-owned enterprises to change people without changing their minds, but in the current market competition situation, it is an important part of the reform of the enterprise system.

"On the able, on the other hand, the inferior" is the new slogan of enterprise personnel reform.

To do marketing, we must keep a young mind at all times, keep track of the latest social trends, pay attention to the market and competitors' changes constantly. The content of the activity will always change constantly, and the invariable sales promotion plan will not be favored by the leaders.

Even if you only change the concept, the contents will be slightly adjusted, which will be much better than the invariable sales promotion plan.

Nowadays, most of the promotions are "changing the soup without changing the dressing", and there are very few new sales promotions.

Everyone is plagiarizing, plagiarizing the advanced areas in the backward areas, and copying the foreign countries in the country, so as to really investigate and understand the city, no matter what the plan should be, it must first be based on the characteristics of the enterprise itself, and at the same time, we must grasp its own characteristics. There are several outstanding activities in the year to be repeated.

The author appreciates the promotion of Shenyang's Xing long family, which gives people the impression that the atmosphere is exquisite, innovative and creative.

Its first 66 hours of sleepless nights, fresh morning markets and night markets have led consumers to celebrate the beginning of Shenyang.

As a large shopping mall, entertainment and entertainment plaza called Moore, to attract people and keep customers, what's the best way for us to innovate?

Is "innovation" difficult? Many marketers are racking their brains and not understanding it.

I remember that once I participated in the marketing meeting of DAC group, the president, Niu Gang, said that it was better to go to the countryside to feel blue sky, white clouds, green spaces, close to nature and relax the mind and body, so that creativity would follow.

Innovation is a continuous learning process, without the accumulation of experience, without successful cases, there will be no innovative thinking.

But innovation alone is not enough. If we do not understand the management system and management mode, blind innovation will be tired by ignorance.

When I was a planning manager in the shopping mall, I also produced a lot of sales promotion plans, but once I got to the distribution center, I was put on the shelf. The reason is still the system of "separation of business from production".

If the planning is distributed to the distribution center, buyers and manufacturers can be supported, promotion will not be a difficult task. A seemingly simple sales promotion will also become unusual because of the support of commodities.

But when Christmas activities, the author of the "Christmas Carnival, new marvel, sleepless night" in the group's five shops stand out, won the president's name commendation, and this is also the author of the league committee secretary when doing activities are more related.

Some activities are simply duplicated. Some activities are observed on weekdays.

Once I went to Shenyang to investigate the market, and encountered a brand of bath salt promotion site, seeing that they used the form of winning red envelopes, which was quite new, so they put it back in the Christmas promotion plan.

In fact, there are markets everywhere. There are ideas everywhere. As long as you have a sensitive and positive heart, good ideas will flow.

Four) be proud of being conscientious and conscientious, and be ashamed of taking good care of one's work and hard work.

If you think the business threshold is low, the work is not tired, there are 24 hours of free air conditioning can blow, usually shopping and leisure, you are wrong.

Many people who are not involved in the workplace think so, but in less than a year, they have changed careers and vowed never to enter the retail circle again.

The reason is that the retail industry is only a diligent person.

Because 365 days a year, when others are on vacation and leisure, it is the golden age for the retail industry to make big profits.

Many young people have missed the opportune moment of leisure and love, but they are not sorry because they have learned more practical knowledge and skills, and have quietly worked hard to belong to their own world.

The New Mart shopping mall is only half a year from preparation to opening, and only 16 days after the completion of the main building frame.

For me, it is hard to imagine that we have never undertaken such a great undertaking independently.

From the production of the POP sign in the selling area, the writing of the new POP price tag, the production of the logo for the opening sale, and the production of the hanging public sign of the POP hanging flag, besides the responsibility of selling the decoration, I should also be responsible for the work of others.

I didn't realize that the role of the office director was so good.

On the day of the opening ceremony, because of too many customers, the on-site staff did not have time to eat, so thousands of people had to supply "rations".

The distribution center is allocated to mineral water, sausage, salted duck egg tubes and bread, which is issued by the office.

Guarding these "dry food", from early to late, I did not even bother to be thirsty.

This period of time is busy until 1 and 2 o'clock in the middle of the night, although the body is tired, but the mood is very happy, feel very full, also very satisfied.

This period of time is also a time when I turn to do marketing. It is worth a while. Without the grind of that time, there would be no later me.

And with the excellent performance of this period, we won the impression of leadership and laid a solid foundation for the future marketing of the Department.

(five) be proud of solidarity and mutual help, and shame on others.

Competition does not mean that there is no room for cooperation. Cooperation is the general trend of the development of the retail industry. Cooperation between competitors is the fusion of the interests of both sides. Vicious competition can only be "lose both sides", but can not fundamentally change the strength of the two sides.

From the height of the initial stage of reform and opening up to the collapse of the big business in the mid and late 90s, and from today's collectivization and large-scale development, more and more people in the industry realized that the single trade can no longer become a climate. Only by taking the road of joint development can we get more and more broad and compete with the international retail giants.

From the top three retail companies in Shanghai, including Lianhua, Hualian and DAC, we can see that the trend of group and scale development has become more and more fierce.

The former two formed the Bailian Group, and their strength and volume doubled. The first position was even more difficult to shake. The big business group went out of Dalian, extending its tentacles from Liaodong and West Liaoning to Shandong's Jiaodong Peninsula and Heilongjiang's Songhua River. In just a few years, the number and scale of its opening shops are constantly expanding, becoming the most powerful retail group in the north of the Yangtze River.

The chairman of the board of directors, Niu Gang, is moving forward toward the goal of the international and modernized large circulation industry group as the goal of the group's future development.

As a representative of the state-owned retailing industry, the big business group went out from Qingwa depression, and started from the first commercial retail business in Northeast China.

Every place, with the largest and best department store in the region, or the whole reception, or financing and debt reduction, has established a good relationship with the local government on the premise that its strength has been rapidly enhanced.

It can be said that the development of big business has witnessed the growth and growth of the national industry.

It is with this kind of cooperation that the development of big business is quite different from that of "official business".

Big business has become a city card in Dalian. Every place, ribbon cutting ceremony, government officials will "patronize" patronage, and give maximum support to policy support.

It is with this cooperation that the big business expands and develops in Northeast and North China, and its economic efficiency and scale and speed are increasing.

No competition, no development, no solidarity and cooperation. If we want to get out of the cry of a wolf, it is hard to imagine.

In view of the current economic development in China, only by "enclosure" can we be "foothold". Otherwise, once the retail industry is liberalized, the small and medium-sized retail industry will be faced with the difficult problem of survival, whether it is "nibbling" and "annexing", or finding another way out.

The same is true for marketing people.

Competition can fight for courage, but if we use some unconventional meanness, we will be ashamed of our peers.

The D store and the H shopping center are a pair of friends, and the two can not talk about cooperation. One is backed by the big mountains. Behind it, there are abundant financial resources, material resources and human resources support. The other one is a local private enterprise, which is built up by mineral resources, and the two neighboring areas are less than 100 meters. Competition is inevitable.

But the real thing to stir up trouble is the H shopping mall. Once a D store bought 100 to 50, the H shopping center immediately launched 100 buy 52 to try to muddle the market, but the conceptual speculation still can not fundamentally change the strength of the two comparisons and the flow of consumer groups.

The H mall also produced a slogan of the people's side: "X shopping malls, XX people's own shopping malls", the local industry against the "alien predators" gesture to make Fushun's business war even more tragic.

Several shopping malls with D shopping malls have been working with D shopping malls, or government officials have stepped in to try to balance the situation, but for various reasons, they failed to achieve it.

The "win win" or "multi win" scene did not appear in the yearning, but the houses did not disappear or decline, but on the contrary, they became more prosperous and developed. But dislocation management is the premise and foundation for the development of the market.

The shopping malls in Dalian face the rapid development of the big business group, and do not adopt encirclement or confrontation, but the sales volume of each other, the joint development and dislocation operation.

It surprised me.

From the annual 52 week marketing plan of Da Shang Group, we can see that there is a description of the sales promotion activities of each competitor in each promotion period. Obviously, this is the result of the interaction between the two sides.

The cooperation between sides is to avoid excessive energy consumption in the "investigation", and the two is to achieve dislocation competition and common development.

(six) to be honest and trustworthy, and to be ashamed of seeing profits and forgetting justice.

But competition does not mean breaking the rules. Sticking to positions does not mean unscrupulous.

Resist all kinds of temptations.

Treat your customers with sincerity; treat your colleagues as equals; treat others as promotions, and deal with them with common sense.

We all know that McDonald's and KFC are almost opposite to each other. You are on the side of the street, and I am on the other side of the street.

H shopping mall has a great bearing on its mantle, but it does not open shop. Instead, it uses advertising attacks to form an encirclement of D shopping centers.

H mall first built a large sculpture in the H shopping mall on the front of the D shopping mall, and hung a large advertising slogan on the high rise building opposite the D shopping mall. All the advertisements on the main street across the street in the shopping mall of D mall were all contracted down, and the contents of the H shopping mall were flaged.

Almost all the D shopping centres are surrounded by the stereoscopic enclosure.

Then the H shopping mall will be a major promotional activity in the main day, step by step: you send 60, I will send 65; you send 80, I will send 90; you send 100, I will send 120.

From the end of the year to the end of the year, it is not noisy.

And in the use of off court Kung Fu, H mall is winning.

A "National Day", H shopping center bought the newspaper typesetting designers, leaked the promotion content of D shopping malls, and made targeted changes, making D shopping mall quite passive.

Moreover, the two sides did not stop the investigation of their sales and customer prices.

H mall takes the tactics of attack and buy, gains information from interests, drives back to this kind of interests, returns to home in more than D shopping centers or leaves the business elite and backbone of D shopping centers for reasons of origin, and is employed in H shopping malls. There is also a deputy general level D shopping malls old minister (son, formerly a model of the D shopping mall, a member of the National Youth Civilization), who works for the H shopping mall; D shopping center adopts in-depth field research tactics, striving to obtain objectively the real data.

When I was in the Ministry of investment, I participated in and planned the research activities of H shopping center many times.

Squatting on the corner of the staircase to see the receipt of the cashier, so as to launch the customer price; standing on the escalator's mouth and checking up the flow of people upstairs, so as to estimate the passenger flow in the unit time.

And this original research method can really reflect the comparison between the daily average sales of both sides.

It is not just shopping malls that carry out "hard work", but also sell price and "investigation" between different sales areas.

Unlike D shopping malls, there are even security and salesmen in H mall who abuse D shopping malls.

Seven) to honor the rules of conduct and to take commercial bribery as a disgrace.

Retail is the temptation. In the face of temptation, some people can hold on to themselves, while others slide on the path of selfish desire.

Commercial bribery is a fact known to everyone in the industry.

Especially for managers who are in touch with the front line, you will go farther and farther away. If you can't get through this, you may fall very badly.

In the face of the irregular retail market, bribery has become a shortcut for businesses to open up business relationships and avoid operational risks.

Everyone is tacitly weaving an invisible big net. People in the net use each other and hang together. The net outsiders struggle from the narrow net gap, but they also risked being locked up.

In the era of planned economy, the managers of shopping malls in the department store have the right to purchase, and the power is in their hands. "Eating cards" has become a toxic distillation of the body that corrode the shopping malls. But when the stores fail to pay debts, these people are already full of pot.

As an old state-owned enterprise with a history of more than 40 years, D mall has left a large number of stock products, but can not digest them. Most of these products are priced too high, and they know how much kickbacks they eat. In the era of market economy, with the development of various formats, the hypermarket has become another big commercial dyeing pot. The power of buyers has become the consensus of the industry.

Once I was familiar with each other, the factory staff chatted with me. He said, I found that W's last name was not very good for me. I called him and saved him 500 yuan phone fee. But he still took a break. He asked me to call the W surname buyer to make a dinner date.

When I said this, I noticed that the facial expression of the factory worker was calm, as if it were a matter of course to save money for the buyer.

The supermarket Department of DAC group is a large power department, similar to the discipline supervision department in state-owned enterprises.

Small to steal a piece of merchandise, to the shopkeeper is bribed, is the scope of the prevention of damage, the shop's damage prevention minister can directly responsible for the headquarters, and play the role of supervision of each store manager.

During the inspection of the Ministry of investment, I visited a supermarket chain store. I saw a notice posted on the front door. The main idea was that a deputy manager of the shop was removed from the office for many times because he had accepted the factory invitation and bribe many times.

The shopkeeper was eventually exposed when he was prevented from losing money and found his bribes in time.

So don't stretch your hand lightly. You will be caught if you stretch out your hand.

If there is no damage prevention, it must be in the store with "high heaven and far away", and the managers with poor self-control will produce more trouble.

The two marketing corruption incidents that I have experienced are quite representative, and I believe there is more than one case in the industry.

First, a plotting officer secretly embezzled the model personnel. After that, he resigned, and the model staff made frequent petitions. After checking the accounts, he found that the money had already been signed by the person.

But he used the money to make use of it, and he had been holding up all kinds of reasons for arrears. But because of his position, the models did not dare to go deep into it.

Things don't surface until people leave.

The two is a business minister, who is good at promoting the personal income tax rate of promotion activities, and takes it as his own.

Until a "good old man" finds a company, it is only "window".

Because it exposes the vacuum of management, it has not been announced, but it is only low-key.

(eight) to be proud of being industrious and frugal, and to be ashamed of extravagance and waste

"Drink the bean curd brain, enter the bar, the province of the province, the flower of the flower" this is the author's State Department Store Manager's mouth Chan.

Although the words are rough, it is a kind of ideological progress.

Because shopping malls are absolute, and changeless is relative.

For the controllable cost, we must carry out the joint inspection, and spare no effort and make great efforts for the pformation.

When I was decorating and rebuilding the old department store, many old employees complained that they were "defeated" and said they might as well give them money to raise their salaries.

But when the decoration and pformation, the benefits of shopping malls grew, we really realized that the money spent on flowers could not be saved.

In order to meet the needs of the market, several large-scale renovation of shopping malls has been carried out. Some have just been renovated for less than a month and have to be redecorated. Although manufacturers also have complaints, they must reluctantly give up in order to comply with the overall pformation needs of shopping malls.

Facts have proved that without a few decoration and pformation and brand, layout adjustment, the efficiency of shopping malls will not be substantially improved.

Loss prevention and honesty is the first lesson that I personally taught by S, President of the supermarket group during the training of Da Shang Group.

At that time, the president of S told a case: an employee was found to be damaged by eating a greedy bean in the back area, but was dismissed by big business and entered the blacklist.

Though small, it is the embodiment of the honesty of an employee. If you can steal a greedy bean today, you may embezzlement of public funds tomorrow.

From small to big, we can only ensure that the body of enterprises is not eroded by small "ants".

Although the golden wall in the mall is brilliant and the managers are dressed very well, if you go to the office, there is no place to sit. The author recently returned to the original unit to deal with some matters, and found that the office of the personnel department is very high, and seven or eight people are crowded into the 10 square meters of the hut, with only four chairs.

The marketing department has been squeezed into a large office, and more than ten people are in a tight office.

This benefit account manager is getting more and more clear.

I think this is why the D mall has an area of only more than 20 thousand square meters, but the flat effect is the highest in the three provinces and the whole country.

"Eight Honors and Eight Disgraces" is a kind of yardstick. Marketers can compare themselves with whether they have truly known "honor and shame" and "Ming etiquette". Maybe when you really penetrate the artistic conception, you will appreciate this article, and don't forget to thank me.