2016-12-12 16:35
Direct marketing can make the plight of the time-honored enterprises ＂Phoenix Nirvana＂?
[report] net Beijing on December 12th news (reporter Qin Chenyu) in recent years, China's time-honored enterprises facing the market downturn, time-honored position in the market more and more embarrassing, resulting in time-honored companies have embarked on the road to self-help. "Straight thing" (WeChat ID:cndsn-zxbdw) notes that some of the companies choose to enter the direct sales to get rid of this dilemma. Then the time-honored enterprises into marketing can really make the troubled enterprise "Phoenix Nirvana"?
Not competitive
Old and famous enterprises need to face the transition to seek a breakthrough
According to the Ministry of commerce data show that at the beginning of the establishment of new China Chinese time-honored enterprises have 1.6, but to date that the Ministry of Commerce of China Time-honored but only the remaining 1128 decades, barely present accounted for 70%, long-term at a loss, on the verge of collapse, bankruptcy accounted for 20%; production management a certain scale, benefit is only 10% better. It is the general problem of restricting the development of the old and famous brand according to the old concept, the lack of innovation, the shortage of funds, and the system is not smooth.
"Straight thing" (WeChat ID:cndsn-zxbdw) noted that some modern time-honored brand consciousness, brand advantage can not play, but ignored the excavation and arrangement of time-honored culture, do not pay attention to the use of its own unique culture to shape the brand, brand promotion, do not pay attention to the use of brand advantage to seek further development, but stick to the "is not afraid of deep alley", "the only one, the traditional concept of no branch, not enough publicity, marketing channel is not wide, it is difficult to expand the market demand, brand value and brand benefit gradually reduce.
In addition, time-honored enterprise system still exist some problems, time-honored enterprise system is backward, conservative, eating, super serious. "Straight thing" (WeChat ID:cndsn-zxbdw) observed that the owners and operators of long-term separation, not satisfied with the status quo, seek new development, without the establishment of a modern enterprise system the most time-honored enterprises, lack of adapt to the modern market economy management system, lack of internal motivation of innovation and development. And even more worrying is that now the old and even more and more young people are optimistic about. Some experts worry that, if the old abandoned by young people is likely to mean that has a hundred years or even longer history of the old name will face death. In this context, more and more old and famous enterprises have to seek the transformation of the opportunity to seek the mutation. And direct marketing seems to be a suitable opportunity, in the eyes of some of the old enterprises has become a life-saving straw. In the transformation of the old direct marketing exploration, Dong'e, the first to take the lead in the front.
Enter the direct selling
New ideas to boost the transformation of the old brand strategy
Because of its unique historical and cultural heritage, the old enterprise is undoubtedly the best choice for China to make a breakthrough. The current Chinese time-honored commonly encountered development bottleneck, many industry experts said that if the special enterprise groups to achieve transformation, will greatly promote the economic Chinese transformation, enhance the brand value, the full implementation of the strategic transformation.
In recent years, the direct selling industry in the market's performance can be described as fast, that is in the economic downturn of the year, sales can still show strong contrarian productivity, so many industries envy unceasingly. There are many companies hope to be able to share a piece of cake in the direct selling market. "Straight thing" (WeChat ID:cndsn-zxbdw) notes that the traditional enterprises have vied for landing, including Tang, Dong'e E-Jiao, time-honored enterprises. 2015 Dong'e Jiao cards fired the first shot of time-honored transformation of sales, industry experts said, direct product structure can further enhance the Dong'e jiao. At the same time can also save more market promotion and other operating costs. Now after more than a year of preparation, Dong'e Jiao Jiao issued times source direct selling brand in Ji'nan, and announced the establishment of the global direct marketing center. Since Dong'e Ejiao direct officially kicked off.
Experts said that the old brand to enter the direct sales, the brand will also highlight its advantages, the old brand means that the integrity and quality assurance, product quality in the inheritance of the same, and has a profound cultural heritage. With direct sales model, will be more able to show their own advantage. "Straight thing" (WeChat ID:cndsn-zxbdw) also noted that China's direct sales since 2005, the basic trend of steady development, the old and famous enterprises involved in direct selling industry prospects are looking forward to. The time-honored as a piece of a gilded signboard is more likely to win the government and consumers, then to seek transformation to obtain a bigger breakthrough in the time-honored enterprises, direct selling is a bold and innovative way of marketing, to provide a new profit model for the enterprise, finally with the help of the time-honored mode can also direct a gilded signboard, further promote in the market, better reputation, which is recognized and accepted by more people. September 19th zhizhonghe successfully obtained Seventy-eighth direct selling license, and for the time-honored enterprises to enter the direct hit a shot in the arm, so that the industry is excited into time-honored sales prospects worthy of the industry look forward to.
Dare to break the tradition
Old and famous enterprises to enter the direct marketing needs of internal change
Time-honored into direct sales can really make the enterprise sleep without any anxiety? Some experts said that despite having a gilded signboard, but once the improper operation is also likely to put the past, everything will be destroyed on one day. Because the identity of a gilded signboard is more likely to cause the attention of people, enterprises in business if there are problems, harm to the brand will become larger, in the face of public opinion and the big brands that could not afford. "Straight thing" (WeChat ID:cndsn-zxbdw) pay attention to the early years of the Harbin Pharmaceutical Group, Harbin pharmaceutical market operation because of poor, often traced to alleged violations, the brand has a strong impact. Although the company did not want to let go, but in Harbin opinion sound operation has been plagued by controversy, and even spread to the market price stability, the stock market under the impact, in the final resolution of the company under the Harbin had to reluctantly part, to give up direct plate operation. Although the Ministry of Commerce will not recover the direct selling license, but has direct Hayao into long dormant state.
The time-honored is generally more than one hundred years old, has a profound cultural accumulation of brands, Harbin suffered a crisis like this, I'm afraid it will happen a hundred years old. When one hundred years old encounter the impact of public opinion, the impact is inevitable. At the same time, due to the current government to direct the situation still held a grudge, time-honored into direct sales to be more careful. Therefore, in a sense, Harbin's death is the time-honored who play one of the direct factors to consider. Dong'e County in direct preparation is based on such considerations, the progress has been careful construction of direct sales team and the bonus system is different from other enterprises in Dong'e are in the gelatin after being licensed to begin, to enable enterprises to avoid risks in the operation. Qin Yufeng said truthfully.
Although there is news that the Ministry of Commerce has been approved by the Ministry of Commerce, but some of the industry is not optimistic about their performance in the market. "Straight thing" (WeChat ID:cndsn-zxbdw) learned that the time-honored public-private enterprise in 50s after the reform, a large number of time-honored gradually closing attributed to the state-run, so TRT and other time-honored enterprises and mostly have Guozihao identity. In the society, the government still has to direct carefully conceal mentioning case, insiders believe that with Chinese characters in the direct selling on the background may be more vulnerable to bondage within the system, the management of the enterprise compared to private enterprises is more difficult.
|