How To Treat The Success Syndrome Of Enterprises?

To provide consulting services to many enterprises in China, almost every business handle sends a message to me. They are going to be a hundred years old and a hundred years.

Some enterprises are very good for me. Some enterprises, I think, are basically useless.

There is a fundamental difference between these two types of enterprises and whether they have the ability to respond dynamically. This ability is not only applicable to coping with crises, but also to overcome the "success syndrome".

What is success syndrome? This is a concept put forward by the author. The success syndrome originates from the comprehensive ability of enterprises to recruit or multifaceted, which has made the enterprise achieve great success. This successful time passing, social progress, and the development of the times have brought potential huge risks. If the enterprise fails to see and go downhill, it will be an inevitable outcome.

In other words, after the crest is the trough, the business is at a critical point.

A lot of enterprises that lack insight, lack of dynamic response capability at this critical node, eventually fall. Such as Kodak, NOKIA and so on.

Of course, there are also some enterprises that are good at preparing for rainy days. They can constantly reflect on themselves, constantly build the ladder of success, make every success stand on the top of the last success, and complete the perfect development route of "pick up stairs and go up".

Day Beers's success syndrome

More typical is a company called Day Beers (DeBeers).

Perhaps some people are relatively unfamiliar with it, but Day Beers has a classic slogan: diamonds are forever, and one is forever. It's a household word. This slogan also helped him achieve great success. Diamond becomes a symbol of loyal love from a stone.

This slogan not only helps Day Beers win the admirable market achievements, but also promotes the great development and progress of the industry.

But success will bring other problems, and big success will bring greater problems. This is also the fact that many enterprises seem to be a bit crazy after entering the peak, because they do not realize this success syndrome.

Day Beers also encountered this success syndrome.

How to say advertisements? Diamonds are forever and forever. Yes, this highlights a key point.

Almost all women receive a diamond ring when they are engaged, and this diamond ring is probably the only one they receive in their lifetime.

Day Beers's challenge is coming.

Your advertisement is constantly telling consumers that it is a lifetime. If every woman consumes only one, your market space can be counted off by fingers.

Day Beers found himself built a ceiling, and the ceiling was thick. Because the diamond is forever, and it will last forever.

Day Beers's ice breaking Tour

At this point, how to do it can not subvert its own previous skills, nor can it conflict with the original success measures, but also break through the cage of success.

Day Beers painstakingly painstakingly.

I once threw this question to the trainee in a training class. If you are Day Beers's boss, what should you do?

The answer is interesting:

Some people say that there is no need to worry about the teacher. Now the divorce rate is so high that there are always several times in my life.

Others say that we should weaken the spread of the original advertisement and start the new advertisement.

It is also suggested that we should introduce different brands for different markets. If you marry, you will buy a forever, unmarried one.

In fact, Day Beers also experienced a similar brainstorming process with us.

In the end, they lock customers' consumption frequency first.

We know that De Beers is facing the bottleneck of future sales revenue growth. This problem can be solved from three dimensions.

There is a formula for increasing sales revenue: sales revenue = customer number, single transaction volume, purchase frequency.

Day Beers made a reasonable start from the frequency of purchase.

Because before advertising was too successful, most of its former target customers were married customers. We know that to do any business activities, we must first base ourselves on our old customers, and then develop new customers. Because the old customers have traded with you and have the trust foundation, the marketing cost is relatively low.

Therefore, Day Beers first starts with increasing the buying frequency of old customers. They launched the anniversary wedding ring - the three diamond ring. Another advertisement has been launched, "for your past, present and future". Three diamonds foreshadowed "past, present and future". Whether you are married 3rd anniversary or 25th anniversary, you can choose it as a gift for your lover. The initial effect of the move was not very obvious, and the market grew considerably later.

After the purchase frequency was solved, De Beers also targeted the number of customers. They found that with the economic growth and the strengthening of the status of women, many women have a good income level and purchasing power. Day Beers used to earn money for female customers, and now she can earn money for women directly. So they introduced the right hand diamond ring - a gift from a woman to herself.

Its slogan is "the left hand represents us and the right hand represents me." Women all over the world, please extend your right hand. This powerful slogan has once again conquered women. Although most of them expect to rely on a multi gold man, they do not want others to think they want to rely on men, so Day Beers's diamond ring on the right hand set off another wave of buying.

From the example of Day Beers, it can be seen why the enterprise established in 1888 can be a hundred years of business, to a large extent, because it can overcome the success syndrome, avoid the development route of big waves, and seek breakthroughs on the basis of success at the key nodes, and build a continuously successful ladder to continue to rise. Compared with the success of "big ups and downs, big ups and downs", this success is a little less dramatic. But how many hundred enterprises that are alive in history are still in the "hundred years of attempted" business? The fact is that most enterprises can not afford to make a lot of trouble. Why don't they start to see and build up the ladder after having successful syndrome? This is indeed worth our business thinking.