2016-05-12 15:52
Chen Haiyong: can not afford the heavy business transformation
 [direct reporting network Beijing May 12th news] cited Baidu encyclopedia, corporate restructuring is to refer to the business and management of structural change, to obtain a change in business performance. Transformation of system, leaping, and stage, often from top to bottom involving concept, organization, procedure, personnel ability a series of change, rely on experience and intuition way has not worked, it needs a set of scientific methodology.
Key words: change, performance, methods.
Transition from the traditional enterprise direct selling enterprises (or increase direct marketing division) shall be most is, divided into four levels: a corporate cash flow; second, the market share of the bottleneck, three market expand dispirited, four, resistance factors.
By 2015, Wang Jianlin on Transformation of Wanda Group in his keynote speech, expressed a word "not going to pay the price, high price, we'll be poor", the audience response is in an uproar of laughter. Xinhua comment on this, wrote, it reflects the Chinese entrepreneurs on the transformation and change in the opening of the anxiety and anxiety".
Had the occupation managers said, "the traditional enterprises to enter the field of direct marketing, must be taken seriously". In this view, not from the heart to the outside of the limbs held high in favor of. Also "see clear, want to understand, avoid regret, in the face of Tan", which is also used as a professional manager to say to the enterprise boss the truth. Industry consulting firm professionals on the transformation of the enterprise reins Related words and from other direct enterprises to the bloody lessons accumulated income, has a very high value.
Enterprise restructuring and direct sales model will with industry professionals and professional managers by chance, in the process, mutual information and the actual implementation, and industry awareness of the largest collision is the perceived differences. Direct, whether it generates what style, transformation mode exists, in the final analysis, the relationship is between the consumer and the brand, seek common ground while reserving differences between, in short, traditional promotion of early use of "push" spread, to today's Internet "pull" spread, transformation, type based on the addition of "standard" and the operating cognition is essence, also because of so, only the value of existence of professionals and managers.
Enterprise transformation of direct sales model, when faced with a choice, the problem apparently surfaced, first, how much investment, second, profit return, third, performance growth, fourth, sustainable development. Direct sales model is different from a simple understanding of the traditional mode, is the difference between addition and subtraction, traditional enterprise for direct sales model of pricing subtraction profit system, not the feeling, the direct selling company's cash flow is really good, good is simply let traditional entrepreneur envy jealousy, rotary type direct sales model, can unexpectedly from the market get additional revenue, reduce between the agents and because of the discount problem of continuous tug of chance, and, but also through the incentive mechanism of the market to promote the development of market and consumption doubled. For traditional businesses, most gratifying is undoubtedly low risk and ensure (operations management cost plus profit) 40% of revenue, even from the 40% of the revenue after deducting costs (operating costs plus VAT) 60% of the profits (16%), also higher than traditional 5% to 10% of regular income. Now, there are only get 20% of income (not net of costs) of direct selling enterprises, as to follow or not, then I think twice. After the transformation of above various advantages enough to make more and more traditional enterprises through direct portal, especially in cosmetic and pharmaceutical companies. The traditional enterprise and direct selling enterprise cost profit margin calculation is consistent, no special, enterprises need to consider, the establishment of the human market incentive mechanism, but also the key to success or not.
Recent and Guangdong, a well-known domestic direct enterprises and assistant to the president of the meeting asked, how to look at the market incentive mechanism "grading system" and "double track system?" , the former and the latter there is no good or bad, incentive mechanism which the decision-making, reflecting the a direct selling enterprise for the current market situation of the rational setting, with "customer is God," the American concept to understand, apparently easy to get an answer, the standard is relatively easy to get accepted in the market today, start relatively smooth, new growth rate on the high side, of course, the former standard "benefit for enterprises", long-term stable operation, snowball effect is well known, due to market cultivation for a longer period of time shall not used to "grading system" in the city field repeated consumption. The above questions, with the unspoken words, "which kind of enterprise risk is higher?" Settings, such as a set of incentive mechanism, eventually leading to direct enterprises to crash, or did not achieve the expected benefits, only down the crime at the outset and executive did not consider business owners to defend what is this, with the standard of market incentives will lead to higher risk there is no relationship. "Double track system and differential system" is not equal to the definition of "dual differential system", first of all, two different standard concept, different lineages. Furthermore, computing the cardinality is not related, any two formats of the mixed phase, referred to as "hybrid system", "dual differential system" can be used before the order is to use "dynamic valve" of the new exhibition industry as the link condition, form a coherent one standard. Only "two track system", from the beginning of the birth of the United States and the nature of the definition of direct marketing, unless only want to flash in the pan". To the transformation of enterprises or enterprise transformation has, adhere to the "grading system", late or only the "grading system" market incentives to direct enterprises. This is a great business courage, is worthy of being industry choice and respect. So, the embodiment of the standard, both the essence of the real vision of the company is the only standard test.
Enterprise restructuring and direct sales model, there are two important factors, product cost and product source control and use, as the main body of the direct selling enterprises, product cost is too high is not easy, otherwise it will only increase the cost of consumers to buy, also reduce market repetition rate of consumption, more than 10% of the cost of products, and ultimately to through the standard to "reduce the amount of the", is a very rare, consumers can not afford, let alone talk about the concept of "consumption". Reasonable cost control, does not mean that the quality of the products can muddle along, direct enterprises to put on the market of solid products both to comply with the law on the protection of rights and interests of consumers, but also to follow the relevant provisions of Article 19 of the "direct method". Therefore, the concept for the new product is odd, quality characteristics, and controllable costs, available in the market, is the foundation. Source products, auto production enterprises, investment production or business holding the factory production, the legally approved, all as a product of the source, to government agencies legally declared, for the market.
Whether the traditional enterprise is why transformation, after the transformation of the determination, the core, key factors which is the market the final choice of enterprises, China's direct selling market has already been oath, Lai may not market practitioners why so difficult, why to reward mechanism level everywhere objection, in order to survive. Direct, delivery is not a simple discount business, but not absolute benefit will be able to expand the business, the essence of direct selling has spread is word-of-mouth, in addition to the enterprise's own products are excellent, treat the market's attitude is also a kind of reputation, market not to "must" two words rather than to accept and compromise, the market economy is never lacked buyers, missing only have the sincerity of seller. 3
(original title: consumer and brand Chen Haiyong: not to bear the heavy corporate restructuring direct sales
Editor: Xiao Shen
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