2015-01-15 15:05
Jochi Ning Shuisheng:Know the destiny Embrace times For the mission Deep tillage Direct selling
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"Nine pole is my carefully cultivated fifteen years children." Ning aquatic only such a word, said all doubts to the author before the interview. In 2014, a battle of nine pole hit brand upgrade so beautiful; to 2014, Ning aquatic girders, becomes President of nine polar biological science and Technology Co Ltd, both on the nine pole or Ning aquatic, 2014 is worth bearing in mind. Maybe a lot of people are thinking, brand to upgrade the gunfire nine pole in the past year happened? The next nine pole in Ning aquatic led how to map out a strategy? And Ning aquatic this one nine pole patriarch, why still fighting line in his over fifty age, is fame fetters, or responsibility? As the direct selling industry veteran who he, also have how to journey? So, take the interview, the author will bring you closer to the nine electrode, approached the Ning aquatic. Perhaps, from here you can find the answer...... Embrace the trend of the times of tamp foundation "Direct marketing": taking history as a mirror, we can know rise and fall, 2014 has passed, nine in the past year have what harvest, how do you think these gains? Ning aquatic: 2014 nine pole has done a lot of work, reversing the direction of management, some strategic level also made corresponding adjustments. Construction can be roughly divided into three plate. First of all, of course, is the brand construction. In 2014 July, nine pole together domestic well-known brand integration mechanism, the completion of the enterprise strategy, brand positioning, brand image, product packaging four plate brand upgrade. Adhering to the "transfer of care and love, build a happy life" of the mission, with "integrity, innovation, cooperation, win-win" implementation of the concept, adhere to the "Tak attaining goodness, Li has been Master" values, through the "happiness accompanies, nine pole life" of the new brand slogan, positioning for the "anti-aging health expert" and so on. The second is the internal infrastructure improvement, this also includes the system upgrade, information construction and so on, into the plate, the strength is very big, especially in the informatization construction, material resources and financial resources into the proportion of the person is very heavy. But the informationization construction is the need for a long-term process, which will also be part of our future work focus. The last is the construction of the team. In team building, in addition to the construction of enterprise internal management team, more is the construction of marketing team, has changed in the past not temperature not fire, the formation mechanism of team self managing, self development, thus strengthening the team cohesion and centripetal force. In fact, whether it is the construction of what, they are complementary to each other, closely related, such as the information construction for the marketing team construction to provide a platform to support a strong. At present, nine pole is the theme of "revolution and breakthrough", and in the change before the first thing to do, is to play a solid foundation, so that we can be nine extreme advantage in the operation of the highlights, such as manufacturing capability, scientific research ability, high-tech value products, these are our strengths. Especially in recent years, control capacity, making nine pole of the goods and the supply chain's ability to select and so on have greatly improved, only the foundation of the construction of tamping is firmer, these advantages to maximize their value. "Direct marketing": in your comb the work in 2014, we know the brand upgrade is nine very thick and heavy in colours of a pen, then the brand to nine brought a change in how? How do you evaluate nine pole brand promotion? Ning aquatic: in order to better adapt to the new market demand, nine very expensive brand upgrade, new location "anti-aging health experts" excellent product, let a few years of clinical experience with a value oriented better, together to make a contribution to the cause of health. Design of new packaging is also made in upgrading on the basis of positive health, will people type Yoga patterns are represented, and the Chinese herbal medicine health concept, coupled with the high-tech DNA integration concept, overall output again new style nine pole. Through the combing and upgrade brand, nine poles formed a new orientation and values, it brings the most obvious change is that, whether it is nine pole enterprise LOGO, or packaging design and so on are to keep up with the trend of the times, it can be said that brand building to enhance a germplasm. One of its meaning is to let the nine pole dealers can identify new brand concept, guide the positive direction to instill, let you accept brand upgrade, believe that the new vision systems can be nine very elite accept, can make the market with you, popularized in his own system, team, and be able to to play a positive role. In fact, the formation and influence of brand takes time to test, not simply a change of LOGO sleep without any anxiety. Brand to win support among the people, we must first make products bring tangible value experience to consumers, and thus have a certain influence on consumer groups, to highlight the value of the brand. So the brand is not with no reality whatever things, it is the embodiment of the value, if not, there is no brand effect. This and the operating system Microsoft upgrading from WIN1 to the current WIN8 is different approaches but equally satisfactory results, the upgrade is to enable consumers to obtain a better experience. For luxury brands, they are expensive, which ultimately rooted in the quality of the products, while the brand is built on this quality above and beyond, quality itself embodies the value. Innovation is the eternal theme of the nine pole, upgrade to innovation. From the product packaging to the function of the product, with the effective promotion of nine pole get licence, is bound to make better adjustment. All our motivation is to serve the market better, when the time comes, gorgeous reproduction. At present, nine pole brand upgrade brought the most intuitive effect in fact is in the low level, for the consumer also is a kind of cognitive level of experience, but the nine pole will speaks with the product, use the time to verify, making the nine pole of the brand image to really highlight its advantages and charm. "Direct marketing": by combing the development of 2014, then the nine pole of development in 2015 and the next three to five years which have specific strategic deployment? The key is what? Ning aquatic: in 2015, nine pole will be the team construction as the core, with the performance objectives as the guidance, strengthen the system of education and training, to expand the area, yield per unit area increased, and strive to achieve the annual target of company establishment. Of course, these are not empty talk, but to really go to carry out the. As for the future planning, behoove is nine pole into anti-aging health experts, to build a good health industry platform, let all the nine most people can use their talents on this platform, and obtain the proper physical and mental aspects of the harvest, this is also the nine very long to stick to a faith and vision. Information construction can be said is the priority among priorities in 2015 nine pole, including shopping platform, mobile terminal building, such as the nine pole is preparing to build the "gourmet net" and so on. In the era of big data now, if can not keep up with the pace of informatization, can't give the value of user quality experience, let alone the development to power nine extreme market. Embrace the Internet development is in line with the age choice, an important weight information platform construction is to nine future development and lay a solid foundation. The so-called the information construction is the important deployment in 2015 nine pole of development strategy, is to direct and pure and mobile Internet business platform for the organic combination of credibility and loyalty, with direct plate strong viscosity and nine pole brand to a greater impact of consumer groups, such as the one hundred thousand dealers and one hundred thousand members, it is possible to bring one million consumption potential, so it can be multiple development of these dealers and membership value. In the premise of direct sales policy environment did not change, we should seek a more practical way to promote the development of direct selling industry. Nine pole is to create such a full range of information platform, it is also based on these factors, we also hope that the nine poles of the direct sales people to move through this really benefit. Of course, this is a big project, it need every little bit to build such a platform of information, such as the first to build a can help dealers quickly form a team, management team and the mobile terminal of the declaration, to allow a terminal to a one-stop service for. Of course, Internet platform building to set up in good faith on the basis of. Millions of small enterprises Ali platform, finally able to "live" are their own brand and the integrity of the business, and not on the false single brush brush out, but to achieve this effect need time to precipitation. Therefore, such a platform nine pole to make, its credibility must be high. At the same time, in the process of building the platform, nine pole also has another big advantage is capital platform, because the nine pole is listing Corporation Xiangxue pharmaceutical wholly-owned subsidiary, which provides strong financial backing to build information platform. The above various aspects of the environment and their own factors, from any point of view, to build information platform for the nine pole, is be imperative. Role conversion between mission dictates "Direct marketing": 2014 October you took nine pole president girders, you with the nine extreme hardships of 15 years, to the enjoyment of the victory of the age, why to undertake this task? Ning Shuisheng: I have been over fifty years old, and now the next president position, can be said to be from the backstage to the stage, from the overall planning into starring. The side of the family and friends are very do not understand why in such age also take over such a heavy burden. But the company will this task given to me, in my opinion is a kind of mission, a duty. Nine pole is created by me, nine very like my own children, be born from 1999 to today's prime, carefully cultivated for fifteen years, this feeling is beyond rational. I too like nine pole products, nine deep feelings very nature is self-evident, want to use my lifetime to work nine pole, nine pole of hope this brand and its products can form a continuous influence, at the same time in order to bring real value, also hope to be able to create a more brilliant future in our generation's hand. I hope the nine pole in the future can be like Jobs's apple as the one and only, to the user and can not copy the experience. People often make fun of say, "to deprive me of the right to work, I will die in pain", the job now is to work, not to make money, because this is a kind of mission, an overwhelming sense of mission and responsibility. Of course, it is precisely because of this sense of mission, just let me be able to reach such a realm. "Direct marketing": Nine pole was founded at the beginning of the tough, is what allows you to stick with the nine pole stand together through storm and stress fifteen years? How would you summarize nine pole these years? Ning Shuisheng: a company founded at the beginning is very difficult, nine pole is no exception. But as a boss, an entrepreneur, along with thousands on thousands of eager eyes, only forward, not back by. What to eat a meal is doomed, and from the 89 year graduate, my life never to leave "this two word enterprise". If you must boil down to one point, it is still the responsibility. With nine poles along the way, established at the beginning of the tough, no legislation before the savage but rapid growth, decline, and regulate the development of transformation process are Xiangxue pharmaceutical mergers and acquisitions to set sail again can be said to constitute the history of the development of all nine pole. Before entering the direct sales in this industry, I mainly engaged in technical fields, of course also to do business is closely related to, I have always thought that the direct selling is a kind of media marketing, it is special but not a mystery. Everything is a product for this, it is the same with my graduate's original intention, because of food safety and people's health is to be bound together in a common cause, I hope my research can do sophisticated product technology, can stand the test. While the nine pole always adhere to the product oriented, all profits from the consumer and retail, what changes occurred regardless of the company, "the term has been" is for so many years to nine very been firm belief in order to improve the nationality awareness of health and human health. These not only meets the upgrade strategy transition countries, is my original as a technical personnel very fancy. I always think, nine pole's history, from its birth that day with the direct selling is not separable, so after two regulations promulgated after nine very brief departure, eventually was able to successfully explain card. Of course, this is undoubtedly the nine pole which Hornsey source of faith. Backed by the strength of the Hornsey seat mountain, has important significance in brand building, when nine very reasonable and effective utilization of this resource. Direct selling is a special industry, it is by faith alive, nine pole, have their own independent operation mode, but for enterprises to inject new vitality is valuable. Hornsey has capital platform, listing Corporation has become a resource, can new vigor to the nine pole injection, inject new confidence, it can Surety Company do not need too eager for quick success in the development process. Now, the product nine pole after fifteen years of market testing, has very excellent functional performance, which is the foundation of nine pole future survival and development of the. At the same time, nine pole also has a very competitive capital platform, can do the design innovation model for many industries, to build nine very successful elite dream partnership industrialization platform for a better. Finally, nine pole has a strong research team, is the source of product for an enterprise characteristic, has a huge scientific research strength and the research background in the management of large health care food inside the industry, new products can be created with sufficient competition vitality. Deep thinking of moving the direct selling industry planning "Direct marketing": you see China direct selling industry, business, market confusion from the rise of government regulation to the direct selling regulations promulgated and implemented the long and tortuous process, how do you look at the development and evaluation of the direct selling industry? Ning Shuisheng: over the years, Chinese direct selling industry experienced free development, rectification, the absolute prohibition to the four period of legislation development of reform, the basic change of the chaos of industry appearance, achieve orderly and stable development. China direct should conform to the national order stability and development requirements, explore the direct dynamic change, the realization of the direct selling industry from quantitative change to qualitative transcendence. At present, the direct selling industry has adapted to the legislative era, as the country constantly norms of the direct selling industry and rectification, since 2014 will move toward the orderly operation of direct selling enterprises, relevant departments to direct the understanding is clearer, the regulatory situation gradually become transparent, service subjects more clearly. Under the background of the development of such encouragement, the development of direct selling enterprises will be more smooth, diversification diversification development. At present, the overall size of China's direct selling industry accounts for the proportion of state GDP is very small, so for the industry, the key is to get the job done. In this industry and practical to do business products, not impetuous no exaggeration, adhere to the customer service. Only in this way, the industry can be independently operated very well. At present a large development trend of national economy is the transformation and upgrading, to excess capacity, so in a way which is very important that the upgrading of consumption, consumption is the motive power. The so-called "consumer upgrade", is to guide the consumption and manufacturing consumption, and with the aging population in China trend, health has increasingly become the concern of the whole society, therefore, the development of health industry will become a breakthrough point to guide consumption and manufacturing consumption. While the direct selling industry do products including cosmetics, health food, cleaning products, health care equipment, small kitchen utensils and other 5 categories are related to consumption, so sales prospects are very good, maybe in ten years, leading position will be among the world's economy. "Direct marketing": reform and innovation has been the nine pole endless power, do you think the benign development of the direct selling industry, how to seek the road of innovation? Ning Shuisheng: direct marketing is actually a word of mouth of the industry, the information flow is through human word-of-mouth. In the premise of not leaving the direct nature to understand direct selling, direct selling mode requires a innovative. We do not simply understood as the eyeball economy, but if the design and application of micro marketing and mobile terminal technology, so the direct selling will become more convenient and rapid, but also improve its efficiency. The age of the Internet is cannot do without electricity and electric business platform, direct plate can move the traditional electric section, industrialization reorganization and integration and can carry out the innovation of pure traditional industry, the three plate and promoting each other to form a huge sticky organism, and nine pole is in the search for such a development path. That is to say that the nine most people in addition to own product to obtain the operating profit, can create multiple Internet Forum bring him profit growth point. Multi channel which engaged in direct sales of nine pole nine pole one is able to obtain stable, income, make direct resources can be fully used and developed, to direct resources have a multiplier effect. So if we can design a set of good patterns, can be combined with the application of perfect very traditional sense of the direct marketing techniques and modern technology of words, so, direct selling can lead the trend of the times. "Direct marketing": the direct selling industry, occupation managers flounder has been all indulge in elaborating on topic, as the years of employment occupation managers, you think about the relationship between occupation managers and business should be how to balance? Ning aquatic: at present the direct sales industry, occupation managers toss and turn in the enterprise, this is a very strange phenomenon, and they also reflect a subtle relationship between occupation managers and business. In fact, in my view, the so-called occupation managers this title, in fact is to focus on the "occupation", instead of "manager", it means that the occupation managers should have the most basic requirement is must have the occupation moral, spiritual and literacy. The professional manager circle phenomenon, also reflects the many professional managers did not achieve the ideal of "occupation" from the side, but to think of themselves as outsiders to stay out of it. In my years of experience, I have been positioning itself in the boss's position, which is not only stand in the boss's point of view to consider the issue, but a kind of unconscious identification. Only in this way, the professional manager is truly a "professional" two words, also can put themselves for the sake of enterprise, for the enterprise to welfare, to make things more beautiful. If you reach such a state, between professional managers and enterprises there is no balance or not. Postscript: incorporation of Hornsey, harvest licence, brand promotion, in recent years, nine pole all victories, entered the stable development track. Once the pioneering work has become the past, still be a glorious future period. We can see, is it one step at a time of moving steadily, step by step. But Ning aquatic, is the unsung hero of the dots development. Now, change, from behind the scenes to the front of the stage is in favor with the public, is also a well deserved. We seem to have been able to see vaguely in his taking the helm, nine pole increasingly sporadic birth of the endless ray of light. * (original title: know destiny for mission to visit nine pole President Ning Shuisheng) Editor: Blue
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