Welcome to ceramic disc factory Middia website

What is the truth behind corporate performance not growing?

Release time:2024-11-08click:0

On the afternoon of August 31, 2020, the "New Blue Ocean, Big Brands" - the 10th China Real Estate and Pan-Home Furnishing Industry Cross-border Exhibition hosted by the China Building Decoration Association, hosted by the Material Application Branch of the China Building Decoration Association and China Ceramics Network The Industry Summit and the 2020 "Top Ten Brands of Building and Sanitary Ceramics" Award Ceremony were held grandly at the Hangzhou International Expo Center (the main venue of the 2016 G20 Summit in Hangzhou, China). This event invited Hou Dingwen, a practical marketing leader in the home building materials industry, chief consultant of the Federation of Industry and Commerce Furniture and Decoration Chamber of Commerce’s Large Commercial Committee, and founder of Guangzhou Jianzhong Enterprise Management Consulting Co., Ltd., to give a keynote speech.

In his speech, Hou Dingwen used "growth thinking" as the theme, and through his rich practical marketing experience and cases, he interpreted the current development status and future trends of the industry for a group of ceramic brand representatives and dealers, and proposed solutions.

The following is a transcript of Hou Dingwen's speech "Growth Thinking":

Growth is the destiny of a business

From the day of its birth, an enterprise faces an eternal destiny - growth. Just as the essence of human beings is growth, the essence of enterprises is growth. Enterprises are very realistic. If you cannot bring growth to the enterprise, as a professional manager, you will definitely be dismissed.

Fifteen years ago, you could make a lot of money just by buying a house, and it would inexplicably increase in value by 1 million a day. The crazy development of China's real estate industry for 20 years has led to the rapid growth of the home building materials industry for 20 years. This does not represent your ability, it just means that you have seized the right opportunity. In 2019, the entire home furnishing industry entered a period of transition between fast growth and slow growth. Because the land stock is getting smaller and smaller, the channel structure has undergone great changes. Real estate developers have begun to decorate and sell materials, and traffic has been robbed and divided in large quantities. Even if the epidemic does not come, the industry will still undergo such changes. The epidemic has only accelerated it by 10 times. Therefore, don’t say that your poor performance is because of the epidemic.

Most companies in the industry have declined this year for three reasons: first, poor market response capabilities and ability to respond to crises; second, the company itself has a poor foundation; third, the boss’s thinking has not kept up with the changes of the times. This is the worst of times, and it is also the best of times. All great companies are born in the worst circumstances. All products in our industry are worth redoing, whether they are decoration, materials, or furniture, all products are worth redoing.

Fix the roof before it rains, companies need to grasp the trend. Many companies come to "repair roofs" because they cannot survive in the face of disasters. The cost is too high. Please remember these three stupid thoughts: The first thought is that you are selling ceramics and a certain fixed product. It will be difficult to make breakthroughs in your current work after your thinking is limited; the second thought is that you think that you are a salesperson. The poor performance is caused by the epidemic and external factors; the third one puts all the incompetence on force majeure, which is terrible.

A person can never make money beyond his or her knowledge

I want to tell everyone never let your knowledge be limited. A person's knowledge determines your wealth ability. You can never make money beyond your knowledge. How to be a person who constantly breaks the cognition, let me tell you three habits: first, insist on reading a book every month; second, find a few experts every month to have in-depth communication, and find more people outside the industry, such as last year In June, I asked Li Jiaqi's live broadcast team to study live broadcasts. Two days ago, I discussed with a Kuaishou CEO how to do self-media; thirdly, always have the right thinking, right heart, right mindfulness, and right actions. Only when these forces gather together will you feel uncomfortable. Same.

Industry keywords in 2020

First, the uncertainty of the epidemic. The epidemic will last all year round and will not disappear. So what is the most effective way for people to resist the epidemic? Improve one's resistance and strengthen the immune system, the same is true for a business. In front of employees and customers, I have always conveyed a value: people should always be the best version of themselves. Regardless of whether the company is listed on the market or not, we should always be the best company. Constantly cultivate your mind and will, and strengthen yourself so that you can be calm and comfortable when facing the storm.

The second is Renren Live Broadcast. The ceramic industry has begun to conduct live broadcasts in large quantities, but the live broadcast data is unreal and the efficiency is not high.

Third, market competition has increased 10 times. After the epidemic, the market competition in the ceramic industry has increased by 10 times compared with 2019. Can you face this fast pace?

Fourth, the B-side is developing rapidly. There is a voice that is rising rapidly in the ceramic industry: If you don’t do the B-side, there will be no future. In fact, 5 years ago, I predicted that the B-side would definitely rise, because the land is getting less and less, and real estate developers have done all the home decoration and materials in order to increase their revenue; another reason is the country’s policy of finely decorated housing, which will not be fully decorated in three years. Housing will account for 50%, which is astonishingly high.

Fifth, rapid product iteration (health/smart) and multi-scenario operation iteration of products. Actually bigThe rise of slabs is due to the multi-scenario application of ceramic tile products, but the phenomenon of following the trend in the general home furnishing industry is extremely serious. When one person succeeds in making big slabs, everyone starts to do big slabs. I would like to give one piece of advice to the companies on the scene: Rather than following, it is better to be different. We need to study clearly what other application scenarios there are in the ceramic industry, what product iteration possibilities there are, and what health possibilities there are. This is the direction you should think about.

Sixth, the old reform is rapidly improved. In the past two years, the old-fashioned market has been rising very fast, and its proportion is getting higher and higher. We must pay attention to the old-fashioned market. This is a pure retail market, and there are not many people grabbing it.

Why is performance growth difficult?

The difficulty in performance growth is probably due to the following five factors: First, the homogeneity of products and marketing models. Second, the rise of the B-side such as home decoration and move-in-package has changed the retail entrance. That is, a series of behaviors such as real estate companies engaged in hard-decorated houses and home decoration companies engaged in home decoration have caused the rise of the B-side. The third is the turning point of the industry entering an era of slow growth or negative growth. Fourth, the marketing model iterates very quickly. From the beginning, the ceramic industry had no management and no store image, to now it has store promotions, designer marketing, professional consulting, etc. It has changed a lot. Now it no longer sells ceramic tile products but home furnishing products. Fifth, consumers have changed and store traffic has decreased significantly. In fact, it is not that the number of consumers has decreased, but that the total traffic is increasing, it is just that the traffic has been dispersed and the passenger flow has been broken up.

On the surface, the difficulty in performance growth is caused by the above reasons, but in fact there are two truths.

The first truth is that the boss’s thinking has not changed with the changes in the market. Boss, there are two boards, one is the ceiling and the other is the floor. The ceiling is that the boss himself becomes the biggest obstacle to the growth of the company, because he does not like to learn or iterate; the floor means that if he wants to do a good job in a company, especially in our very traditional ceramics industry, the boss has to join the game.

The second truth is that the organizational capacity for change and iteration has not been established. The DNA of an enterprise determines its strategy, and its strategy is guaranteed by organizational iterations. Many bosses make strategic reports every year, but never make organizational reports. Without talent, organizational iterations cannot be implemented. Under the organization are products and business flows, under products and business flows are functions and standards, and under functions and standards are circulation and connectivity. There is a saying in Chinese medicine that pain means there is no pain, and generality means there is no pain. The same is true for enterprises. The reason why the boss is so painful and entangled is because every link is blocked and the boss is the "judge" every day.

So why many companies have difficulty developing, firstly, the boss himself has become the "ceiling", and secondly, the organization has not iterated. You can't create a new revolution with old guns, you must have new onesPeople and new blood.

What is the essence of the problem in the market today?

What is the essence of the problem in our market today? It is not a question of market capacity. The market capacity of China's pan-home furnishing industry is 4.33 trillion. How many industries in China have such a size? It’s not that the product is bad, any product can still be used. How to innovate and iterate is your vitality. It is wrong to follow, especially small brands should not follow big brands. For example, if Nobel makes a product, you will follow it. With Nobel's economies of scale, its cost will be lower than yours, and you will not be able to do it. So instead of following, be different.

Our essential problems are four:

First, consumers have changed. In the past, it was unthinkable for consumers to buy ceramic tiles online. Today, consumers will definitely buy ceramic tiles online. This has become the norm. The post-90s generation has become the protagonist, the post-80s generation is about to retire, don’t say you are the post-70s generation, the post-00s generation is about to come out. The post-00 generation is 20 years old this year, and five years from now will be the peak period for marriage and decoration. Consumers in this era have changed, but you have not changed. The ceramic industry is still keen on advertising on street signs. You need to study how to do mobile terminal advertising and how to do content marketing. If you don’t study, you should feel at ease that you will be eliminated.

Second, the sales channel has completely changed. In the past, sales channels were ceramic malls or home furnishing stores. Today, sales channels can be real estate developers, home decoration companies, or residential communities if consumers have not yet completed a transaction. To do a good job in future business and grasp the last mile between you and consumers, please remember the following three points: first, how to quickly connect with customers, second, how to use high-quality content marketing to gain customer trust, and third, trust is the key to success. There will be a deal.

Third, the experience requirements have changed. In the past, the experience of buying tiles was that the shopping guide pulled the tiles out of the warehouse and looked at them. Now it has become a real space, a model room, 3D effects, and even a direct mobile experience. The experience of this era has changed a lot.

Fourth, service requirements have completely changed. In the past, it was a good service to have a designer in the store. Now the service is from door-to-door measurement, renderings, processing, and maintenance. It has a complete closed loop of pre-sales, sales, and after-sales.

Four major phenomena under market changes

Four phenomena often appear under market changes:

(1) Wait and see passively. Many bosses say that this year’s strategy is to hold on. I would like to ask, do you think the company can hold on? Being a boss is a big responsibility and there is no turning back. An enterprise cannot survive unlessIf you are not the boss, even a professional manager needs to attack. If you defend, your career life cycle will be greatly reduced and your price will plummet.

(2) Take advantage of the momentum for change. Make way for young people and take advantage of the situation for change. This is exactly the time when all companies are thinking about what to do in the future. Strategy is not about studying what to do in the future, but studying what to do well in the future.

(3) Increase business. Many people blindly increase business. Dealers think that ceramic tiles are not easy to make, so they then make bathroom ware and customize them as agents. People live in the siege effect all their lives, blindly increasing business without thinking about organizational fission and strategic direction, and not thinking about business logic. Increase is a burden. Blind diversification often brings huge burdens to enterprises. We must think clearly about the nature of diversification.

(4) Seeking medical attention in a hurry. There are three strange phenomena in this industry. The first is that if you can't do it yourself, you need to hire a god and find a professional manager to come in. The second is to find a consulting company to make a strategic positioning. But which of these have been successful? The marketing thinking of the past 4P era (channel, price, product, promotion) is no longer suitable for today's era. Asking a strategy company to prepare a strategic report is basically a waste of money for companies such as home building materials. The third strange phenomenon is following the trend. If you see whose product sells well, you will follow suit.

How to achieve performance growth in 2020

How will performance grow in 2020? Let me give you 4 ideas.

(1) Ask for performance from the product. Think about what kind of product combination you have and what kind of application scenarios you have. Don't sell bricks as bricks, don't just think about laying bricks on the ground, why can't bricks completely replace stone? It is very important to ask for performance from the product, implement and study its multi-scenario applications, and study its application solutions.

(2) Ask for performance from model innovation. Don’t always think blindly with the boss and a few veterans, you need to innovate the model. In China, various business models can create many miracles, so everyone needs to think about the innovations of different business models. Everything in the world has its origin. If you find the origin, you can make a breakthrough

(3) Demand performance from organizational efficiency. I found that if there are too many officials in an enterprise, the organizational efficiency will be low. It is very important for enterprises to be efficient, and efficiency is the first priority. How to change the organizational efficiency of enterprises? Build a platform organization. The highest level of management is not to manage people, but to turn the company into a flat platform organization. In a platform organization, your value and contribution to the company can be verified by data. This is the logic of a platform organization.

(4) Ask for performance from the entire network marketing. Let me tell you a case where a company broke through from more than 5 million to 1 billion in ten years. This 1 billion does not include B-side sales, but only its C-side sales. How is it done? Turn the headquarters into a partnership company, purchase gas stoves for 1,000 yuan plus transportation fees, and add three points of operating expenses directly to the distributors, and all distributors will sell them at this price. The company ranks distributors on the shareholding platform based on their business completion rate. As long as a distributor fails to complete 90% of its business for two consecutive years, it will withdraw from the shareholding platform. In this way, all distributors are integrated into a whole, achieving a miracle in the world. VIVO and OPPO mobile phones also use the channel partnership system to achieve fission in sales. So I think the ceramic industry should change and do more innovation. Remember an eternal truth: always connect to customers quickly. Wherever your customers are, the connection is there. Use high-quality marketing to convince others of your abilities, and ultimately convert sales quickly.

///////////

In this era, enterprises cannot hold on. Only progress, only change, and only innovation and change can bring the beauty of everything. Everyone is afraid of change. This is human nature. No one will embrace change. And I want to tell you that the greatest creation in the world is because of change. Uncertainty is inevitable in our lives, and certainty is not inevitable. Therefore, let us change and create together, turning uncertainty into certainty, and then creating uncertainties one by one, and then turning them into certainty. This is the true meaning of life. Let us grow together, work together to break the perception, and earn more money than the perception!

lable:

Quick Links
Xiamen Middia Biological Ceramic Technology Co.,Ltd
Xiamen Middia Biological Ceramic Technology Co.,Ltd
address
address:Room 305, No. 891 Fanghubei 2nd Road, Huli District, Xiamen City, Fujian Province, China
Contact Us
  • Telephone:86-15396283716
  • E-mail:1617844001@qq.com

Copyright © 2011 ceramic disc factory,ceramic disc manufacturer,ceramic disc company,ceramic disc price,ceramic disc oem middia All Rights Reserved.XML map

Top