Weifang High-tech Industrial Economic Development Zone in Shandong Province, a production of women's bras and leggings and casual wear at home foreign-funded enterprises, (Hong Kong experience underwear, bras and underwear referred to as underwear) started from scratch after ten years of development has become well-known in the industry Enterprises and well-known brands, the current business in the country Beijing, Shanghai, Guangzhou, Chengdu, dozens of large and medium-sized cities such as the establishment of more than 100 large brand counters, the country more than 1,000 stores annual sales over 50 million yuan, the current Enterprises in Weifang and Guangzhou have invested in the construction of two new factories, enterprises already have an annual output value of one billion yuan in the scale of investment in the country set up more than 20 branches and offices, due to the rapid development of enterprises with huge potential venture capital injection Ten million for the development of enterprises chain franchise mode, continuous generous make industry shake.
Even more shocking to the world is the CEO of Mr. Zhou Yu enterprises, to participate in "win in China" activities, all the way off will be successfully scored 108 to advance into the top 36, after hard fierce war into the 12 strong brave invincible top five honors In the last two encounters runner-up! Won the honor for Shandong Weifang won the honor to understand how the underwear is a step by step from weak to strong to create a miracle? What is mysterious?
Enterprise development strategy: the market does not move the strategy first, first of all to develop business marketing strategy and market strategy, business strategy is the highest instructions, all business services are marketing strategy, marketing strategy is the development of the enterprise program! Determine the company's marketing positioning and the choice of the target market, determine the company's product positioning and sales channel choices, determine the brand's customer choice and marketing strategy, if a business strategy is no purpose of foolhardy, the development of enterprises like headless Flies bumped and finally exhausted; just like dragging donkey blindfolded, run around the business or in a roundabout turn; like a bear breaking stick, year-end left a busy to harvest But very few, there are many companies still continue to interpret these ways, of course, it is difficult to have as!
After calm analysis of scientific research prudent decision-making, according to each woman should have at least two sets of different models of bra (because the size of the spring and summer autumn and winter of women have some changes, so a model of spring and summer autumn and winter models, another woman should Three months should be replaced with new bras, the amount of young girls to use more) The total number of Chinese women (16--50) is about 440 million Consumption of more than 20 billion sets of bras each year, huge potential for consumption Market prospects are very good. Due to the relatively weak competition in the lingerie brands , the market supply and demand flourished in the high-end market, there are several brands, low-end brands more but lack of brand names and leading companies, the market calls for brand-name market leader.
Analysis of the strength and weakness of the company to measure the strength of the enterprise, whether with the market opportunities to match the brand positioning services in the professional women and girls two major consumer groups. Market segmentation and preliminary research, is to decide the choice of the target market and give up other markets, the market's core law is "well-meaning" enterprises do not have the opportunity to seize the opportunity will be "chance" to hurt.
Opportunities often have the opportunity to grasp the business opportunities not often. Because the industry is capital-intensive and labor-intensive, technology-intensive and talent-intensive, the underwear industry is a big problem for labor-intensive production workers. At that time, the labor force was very surplus and very cheap. Enterprises settled in the development zone enjoyed many benefits Measures, a variety of factors are very beneficial to the development of enterprises. Episode: Most businesses follow the trend of others do what they follow behind the "dip", do not mind moving their own analysis of the actual situation, the market what "things" fire to imitate what, what to make money to produce what, in the end lost I also work hard to save money. Product innovation and technology leader: Enterprises to survive is the basis for product quality, enterprise development is the key to quality, strict quality control technology to be leading.
The nineties of the last century on the market bra lining to use more sponges, sponge bra for the first time wearing a good feeling, the body is relatively full, but the sponge is not easy to clean, the other easy to accumulate dirt stains, wearing a bra for three months after the open Of the sponge is black, there are some low-cost cheap bra with chemical fiber fabric and sponge lining, wearing such a bra easily lead to female breast disease, the current high incidence of breast cancer in women and bra has a direct relationship, (This has not attracted sufficient attention from the female population), producing high-quality products Featured fabrics Refusing to use sponges is the consensus of the top management. The difference between using sponges and non-using sponges is about 20% Increase production costs, in order to build long-term development of the brand must adhere to the production of high quality products is the mission of the enterprise, but also the highest program!
According to the female consumer demand and physiological changes in the production of suitable products, adolescent girls develop faster breasts will not droop, the use of relatively soft bottom cup and cup number plus large, this design more in line with the requirements of dress also reflects the business customers supreme business philosophy , Middle-aged women due to physiological changes Breast began to sag, hard bottom care can be well shaped, according to the characteristics of consumer production Reinforced bottom care to tighten the cup with the same number is too small, if the bottom care is too hard or steel support though Good stereotypes, but will be in the chest out of deep impressions, long-term extrusion will cause breast lesions caused by breast disease, in line with the guiding ideology of female shape protection of health, consumers must think for the sake of consumers. The product is really material material comfortable wearing a good response after the listing. The market is steadily rising Products have to continue to upgrade, only continue to introduce new businesses have vitality and vitality. For the middle-aged white-collar women launched a hundred years of bra culture as the theme of a series of new products, the 1900-2000 popular style of each era introduced to meet consumer curiosity and nostalgia and "new" consumer psychology introduced to "Flower" as the theme (women are flowers and love flowers, their bra style to find their favorite "flower") for the adolescent girls rebel lively psychology introduced the "Zodiac" and "Constellation" as the theme Cartoon bras, a series of "new" market immediately by women's favorite and sought after, consumers like to rejoice the success of the business, multi-revenue win-win!
Brand strategy to build the brand: the development strategy of enterprises is to take the brand name of the road, when companies accumulate a certain strength, go to CCTV to promote the brand advertising influence, early due to fewer ads less reception rate, the customer does not feel the advertising Efforts, how to solve this problem is a problem, the operators do their own advertising staring at the TV to count the time to see, is there any good way for customers and operators alike? Watch ads to win Grand Prix activities began to see advertising to answer questions have a chance to win prizes, the first prize of 5,000 yuan color TV, the smallest prize is the production of socks, three months of advertising issued hundreds of thousands of cards, activities The success of the image of a successful advertising increased, the performance of the counter to enhance the franchise customers make money, the benefits of the enterprise staff treatment has improved, a success of a series of chain reaction. Now the company has become a well-known enterprises in Weifang, the brand has become a domestic brand, the boss has become a celebrity and successful entrepreneurs. Episode: The first successful business to tap the first pot of gold, this time the business executives did not toast to celebrate, but consider how to achieve greater success and broaden sales channels to improve customer network building, increase marketing efforts and terminal promotions Strength is the need to solve important issues.
Business super-tree "shaped" chain made of "City": product is the basis of development, sales network and channel construction is the key to business growth, first in Shandong's first-class shopping malls and large supermarkets to set up image counters, create the image to build the brand to enhance the brand influence force. Choose the quality of franchise customers more key, first determine the customer's standards: First, with industry experience, two, with management skills, three, ambitious, four, with financial strength, five, agree with the company's brand culture and corporate culture Five principles.
Customers must meet one of the three parties to cooperate. This way customers choose high-quality high-quality customers, customers themselves have the ability to self-operation, the company in the operating guidance and after-sales service will be peace of mind will save time and costs. The company has set up a shop development and site selection team which is specially responsible for the location of new stores for customers because the location of the shop determines the success or failure factor of more than 60%. The shop success is site selection, site selection or site selection! According to Shangchao shopping district, commercial shopping district, shopping district, community shopping district decide the level and scale of the shop, as well as the management area, the direction of the storefront window, the principle of staying in guesthouses taboo and small cities open large stores, big cities The principle of open shop, etc. guide the entire customer, such a model of domestic franchise agencies have never done this is for customer service is responsible for the customer is also responsible for the idea of ​​the business, so far no one franchise stores closed due to poor management , The vast majority of shops have been greatly developed and upgraded.
Flagship mobile brand upgrade: In order to better enhance the brand image and enhance brand influence, opening flagship store in large and medium cities is very necessary. The combination of funds, customer benefits, risk sharing The co-management model came into being, companies and customers co-investment, if the losses shared by both parties, the store after the store owned by the customer profit, so that customers see the hope that customers see the company The sincerity is the real thing instead of Montagut money! So far the company completed the supermarkets to drive business, flagship store to promote the development of the franchise of the three levels of channel construction. Episode: The original intention of the domestic chain of franchise organizations is "misappropriating" Speaking overpour the client sets in, and then change the promise of the promise as a child's play, because they believe in people is always "pit" the idea of ​​joining the chain model is only business money Of the "tools", which is the chain of domestic agencies always do not do the most important reason! Truly in order to do things to do things in the long-term development of enterprises, in the customer choice is very cautious, not to "money" on the line but whether the customer has the qualities of operating a store. Enterprises to grow healthy development of customer quality is the key!
Healthy biological chain: Enterprises to grow to grow healthy development, we must create a healthy and balanced biological chain. Well-known business strategy expert marketing expert, Beijing Huizhi excellence enterprise management consultant Mr. Gao Jianhua said: 80's - 90's business competition is the focus of product performance and technology leader; 90's - 00 years of business competition focused on marketing and health of biological Chain; 00 years - 10 years the focus of business competition is "complete product" is the operational efficiency and human resources advantages. In view of this to improve marketing ability to cultivate first-class marketing team, to create a healthy enterprise biological chain is a priority, but also the long-term plan. Build a healthy bio-chain First, analyze the strength of upstream suppliers and corporate credit credibility, and then analyze the strength and credibility of upstream suppliers suppliers, a comprehensive analysis of some of the suppliers do not fit the standard business termination of cooperation, leaving only three home-based To supplement an emergency precaution, re-analysis of the enterprises themselves in the raw material orders, acceptance, storage management, allocation and allocation, production technology, quality control, product management, delivery accuracy, logistics management and other aspects of optimization, departmental reorganization and simplification procedures, In-house inspection After analyzing the analysis of the market and sales channels and customers, how to be accurate and quick and convenient service in the market, serving customers in the domestic market is divided into several large regions to set up distribution centers, so that you can solve the problem of slow delivery cycle Long affect sales and customer relationship problems. Set up a few distribution centers, the effect is good, to enhance the service level to the service to the customer's heart, the service speed again in accordance with the order level, "expedited" orders arrived half day, "fast" orders arrive on the same day, "security" orders arrive the next day , The protection of the condition is that some of the larger strength and credibility of better customer cooperation, turning them into distribution centers for enterprises, enterprises in accordance with the number of shipments to the customer some financial compensation. Dispersing the pressure at headquarters improves quality of service and service levels, making it easier to speak, especially in the face of the national market. After many efforts of enterprises to achieve customer satisfaction rate of 95% or more. The healthy bio-chain enables the enterprises to complete the second upgrade from product-oriented, market-centered, consumer demand as the "highest instruction" conversion and upgrade, shifting the focus of their work to consumers.
Episode: The vast majority of businesses have not yet attached importance to the biological chain of the mall, always to their own center for the upstream customers to adapt themselves to be justified, the buyer's market wants to downstream customers are also difficult to adapt to their own, what is more Also complain that customers do not buy their own account, complain about such a good product, why customers do not buy it? Businesses never ask customers what they like, what they need, customers buy the product is the reason? Only according to their own ideas to "go its own bound" business certainly do not! Of course not done! Bingfa cloud: confidante know yourself, my friend I do not know the outcome of his half, I do not know each and every war must be perilous.
People-oriented to enhance competitive advantage: the era of marketing staff professionalism and professionalism is essential, to create a business team to train first-class marketing team is the key to victory over competitors, it is necessary to establish a "learning" organization, the formation of off-duty learning system We study regularly every week and learn to become a system but employees can neither participate nor punish. However, all employees actively participate in the absence of leave because everyone knows that other people's ability is improving and they will be eliminated without learning. The monthly regular Training closed twice a year special training, experts to the company to do lectures, the appointment of excellent market personnel to colleges and universities to do long-term or short-term study and further study, long-term adherence to the market a few years down the market, "can levy good combat" and return the results of the enterprise "Rapid development and surpassing competitors. First-class marketing team: the majority of corporate market managers meeting is to report to the leadership plan, the goal how? Plan how? How to complete the amount of the cashback? Are determined to let the boss let the boss know The plan is perfect without any disadvantages.
In fact, first-class marketing staff marketing program is in accordance with: famous business strategy expert marketing expert, Beijing Huizhi excellent business management consulting firm Mr. Gao Jianhua point of view, 1 lists who are competitors, 2 describes the status of competitors, 3 master competition The direction of the development of the opponent, 4 Describe the strategic intentions of competitors, 5 can guide the behavior of competitors, this can be absolutely super-top marketers (just as the Art of War: "I" Base "enemy" also come to war, because the attack will save it, win the first victory and then seek war, the defeat soldiers first fight and then win, the war law so that the opponent does not know, so the opponent will follow our guidance) Everyone To say shopping malls like battlefields, marketers rarely learn how the "war books" can profoundly understand the meaning of "business warfare"? Meeting is very simple, the past six months, competitors have done those actions? Have you taken those precautionary measures? How's the effect? Future competitors will have those moves? Are you ready to take those actions? Such a meeting is the real problem-solving session.
The meeting is by no means "listening to the report," "making a comment," and concluding that "making a request" "doing instruction" is a simple matter. Episode: Most companies only focus on what they do, how to do it! But do not know what competitors are doing? Business confidante know each other to win, only know they do not understand the opponent is the winner, which is the vast majority of enterprises can not achieve the goal of "the most important" key reason! To manage to benefit! To manage to benefit! Management does not directly produce benefits.
The purpose of management is to improve work efficiency, work efficiency is improved Work load per unit time is increased, and costs are reduced naturally to improve efficiency. The company draws on the advanced management mode of developed countries and innovates the management mode according to the actual situation of their own enterprises. It fully empowers: the principle of who is responsible, who signs who is responsible, the decentralization of rights, the staff is responsible for the squad leader and the squad leader is responsible for the workshop director , The workshop director is responsible for vice president of the vice president of production is responsible for the boss; the market management is the salesman responsible for the customer manager is responsible for the salesman, vice president of marketing is responsible for the manager, but also responsible for the boss; Very well, everyone responsible for their work procedures simplify the management of smooth, to avoid the boss, "nothing without a cousin," the signature, all things have to know in fact do not know (too many things forgot) , The company set up the audit department is only responsible for the boss, full trust full authorization, improve the supervision and restraint mechanisms. In the past few years, the Model Office has investigated and dealt with frauds and frauds in Sichuan office managers. The transfer of goods and the amount of property of the Company was large and was transferred to the judicial organs for handling.
Target management is the same: all market players, including employers, have specific targets and regulations. Each year, one-third of business owners visit customers to understand the needs of their clients and the market, and collect first-hand information. Deputy chief level and boss travel time, to the front line to understand the information to avoid feeling the decision. Two-thirds of managers and salespeople are on the market and spend the rest of their time studying and taking time off. Everyone has an indicator, a goal, a mission, and a pressure to form a positive and progressive atmosphere in which everyone strives to strive for the first place. Episode: The vast majority of business leaders are basically in the "chair" on command, in front of the map "pointing Jiangshan", the leadership look at the report to listen to mention the mention of mentioning to make a conclusion, such a backward business management how the enterprise Bigger and stronger to do long? Outdated ending by competitors beyond the market eliminated!
Stable internal decisive external: business development First, Anne first meet the needs of employees to help employees make career planning (including high-level, middle and grass-roots) so that employees have the goal of the pursuit of hope, so that employees have "running out" will not Easy to lose, many businesses are not doing enough for employees to create the conditions for their employees. In the material and spiritual, personal growth and future development can not meet the requirements of employees, many companies do not give employees for insurance employees did not say anything, but business overtime holidays do not rest, do not give money this is a bit over, such a business Require employees to have a "sense of ownership" should have the overall concept of the boss and a heart, who can do it? Only the boss can do it by himself! Working together with the enterprise staff work hard Dedicated to working hard for the sake of the enterprise "target" as their own goals, and truly realize the "state-owned enterprises" the highest unity. Summary Experience the secret of business success: 1 good at the customer! 2 Hing in the channel! 3 wins in innovation! 4 strong in strategy! 5 into staff! All kinds of taste their own experience.
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