2015-08-24 14:55
Special observation: three strains of the group's rise and fall to the left or right?
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CNDSN (China News Network August 24th in China enterprise observer) pack list, three strain is not around the past name. The bearer of a once glorious health care products companies "empire", a once exciting, once again let the person to grasp the wrists of national enterprises. However, after many years, three strains of group are gradually disappear from the scene. August 27, 2014, three strains of group obtain direct selling license, people in the industry have considered three strains of the group is making a comeback, and eye popping results, three strains of group still maintained a away from the "direct" bias, does not make any changes, the once many times Xu under oath, in the 20th century, the human life span extension of 10 years, but three strains of his "life" but a short span of six or seven years, three strains of group by fill turn bad thought-provoking.
Direct sales to the left and right, three strains are faced with the problem of dealer back shop
In May 2015, three strains of Yunnan distributor to three Group Chairman Wu Bingxin issued a "appeal". "Appeal" pointed out that the three strains of the group to appear on the market ", the distribution of the original option" as bait to attract dealers to join, but "has been listed in the foreseeable future; dealer to get the" product and price is not proportional to the ". Another place also has a retreat from Jilin dealers also said that since joining, its investment of 200000 3 yuan chain has been a loss, the product is very difficult to sell out, more than two years, also sold out twenty thousand or thirty thousand yuan product, now also has a backlog of about 600000 yuan products, seeing immediately to the shelf life, there is no way to deal with, no one to send." According to the dealer statistics, joining fee, shop rent and decoration, radio advertising fees, etc., its total investment in about 1000000 yuan, we also asked to return to the store and compensation, not to earn money, stay dry." Once the "health care products myth" - three group is trying to set up three brands across the country through the combination of direct selling and chain stores, but also because of the chain store management problems and has not fulfilled the commitments, etc., faced with the dilemma of dealers to return the shop.
At the same time, since the three group to obtain direct selling license, has not publicly acknowledged that the company is direct selling enterprises, but made to direct sales, denied that the direct selling companies. While the three companies to go direct approach, in fact, is concerned about the impact of direct sales model for the company's overall image. So far, three companies on the direct sales of the board is still based on traditional management, marketing is still on the way, to join the chain to carry out direct sales. Even though the companies concerned said that because social of direct sales model has a lot of misunderstanding, so there is no fanfare to carry out direct selling. To this end, the three strains of the group has been hovering in the direct sales and traditional models, the company's development is slow.
Brilliant right down to the left, three strains of deep enterprise development criticized
From 1994 to 1996 in just three years, three sales of 1993 yuan from 1 to 8000000000 yuan; from the end of 300000 yuan of registered capital to 1997 yuan by the end of 4800000000 the company's net assets, to absorb 150000 sales staff, cast the legendary performance of the health products industry. And these are just a flash in the pan, the failure of the three strains, more so suddenly. Among them, three strains have been trapped in the development of the enterprise is difficult to extricate themselves in the following three points:
1, blind expansion and diversification strategy. Three strains of group envisaged by the end of twentieth Century, 90000000000 yuan to 100000000000 yuan in sales, its ambition shows between the lines. In order to achieve this ideal, three strains began to implement a comprehensive development strategy, to medical electronics, fine chemicals, biological engineering, materials engineering, physical electronics and cosmetics and other 6 industry penetration. At the same time, the acquisition of the three strains in the country, and mergers and acquisitions dozens of loss of pharmaceutical companies, so that enterprises take a serious debt pressure. The overly optimistic attitude and blind expansion strategy, undoubtedly contributed to the from the management to the general staff of the complacency, has become three strains of crisis consciousness weak and ignore the inducement of the public interest.
2, the mechanism of explosive expansion and management of control. Three strains of the group has been advocating the highly centralized management system caused all sorts of similar state-owned disease symptoms, huadeweilao between various departments to form barriers, complicated procedures, bureaucracy, make the enterprise in response to market signals to severe retardation. In order to coordinate the national market, the headquarters have designed more than ten kinds of reports, so as to grasp the dynamic of every link. But specific to a grass-roots office, where so many changes need to fill, it is to be reported here, the following fraud. At the same time, the agency bloated and inefficient management of the work efficiency, waste of 1/3's advertising, the basic level of advertising delivery rate of less than 20%.
3, the stage of rapid development of product of false propaganda, is at a stage of rapid development of three strains, promotional products began a fraudulent use of the name of an expert, exaggerated the effectiveness, slander peer words. Various exaggerate the efficacy, fabricated, slandered his opponent's events occur frequently, headquarters to the last have been exhausted and helpless.
Interests of public opinion to the right, three strains of public relations, public relations crisis
With the development of personal crisis of any organization's growth, from the date of its establishment it will follow like a shadow. The differences in the level of crisis management have resulted in different outcomes of different organizations and individuals. Three strains of decision-making errors and management of control, broadcast the future of the decline of the seed. In the crisis management, the emphasis on their own interests, ignoring the public sentiment and consumer attitudes and behavior, but also directly led to the rapid collapse of the three strains of the Empire. Single from three strains of the group's three major events recorded in the record two time: March 1998, Changde event, three oral liquid sales are subject to significant impact; in March 1999, Hunan Provincial Higher People's Court of Final Appeal ruling, Changde event three companies in favor of. But these two events can touch on lightly, how out of three strains of group mind fatal pain? June 1996, Changde City, Hunan City, Chen Boshun purchased three bottles of 10 oral liquid, causing high protein allergic reaction after taking two months after death. Second years, his son Chen Ranzhi sued three strains of pharmaceutical, seeking compensation for economic losses and spiritual losses were 3000000 yuan. March 31, 1998, Changde, Hunan intermediate people's Court of first instance verdict, instructed Sanzhu Pharmaceutical Group to the deceased is 29.8 million yuan of compensation, and the confiscation of three strains of illegal income of 10 million yuan. After a trial, and many in the news media were widely reported, and further to the three strains and management mechanism were in-depth analysis and discussion, a seething, rumors. Dealers and consumers have to return the claims, three strains of oral liquid and its series of products sold in a paralyzed state. Then three strains of appeal, and ultimately by the Hunan Provincial Higher People's Court of final appeal. In March 25, 1999, a year of lawsuit to the end of three cases. However, the law of the case, but can not save the fate of the three empires fall. Three strains of group public relations crisis facing always escape, even into the direct selling industry, for direct media is ignored, public opinion control let three strains of each encounter public crisis at the same time, by public opinion about the embarrassment.
Editor: small Shen
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