Five evolution of Barrel Theory

Five evolution of Barrel Theory

With the development of the market economy, Chinese marketing theories have inherited foreign advanced marketing experience and accumulated a large number of new marketing theories through self-exploration, A theory familiar to almost all marketers is the barrel theory.

In fact, the barrel theory has also undergone profound changes in China, especially in the management field. Its connotation has exceeded the original definition at that time.

The original meaning of the bucket theory is that the storage capacity of a bucket depends on the shortest board length.

The introduction of the bucket theory in marketing refers to that the maximum storage capacity of a bucket depends on the length of the shortest board of the bucket. It is set on the premise that water is the competitiveness of enterprises. The amount of water that can be stored represents the amount of competition. No matter how the water comes from, how to maintain storage, how to use it ...... And so on.

This theory was initially very popular in the planning and consulting and advertising circles, and was used to discuss with the enterprise's project, which made the enterprise feel novel and it was quite useful to pull a business.

Later, due to the increasing competition in the market, the barrel theory became increasingly pale in depth. Many enterprises began to really understand and think about the actual effect of the theory, rather than hanging on the beautiful slogan of a consulting company. As a result, the barrel theory has undergone many supplements and evolution, and its connotation is becoming more and more full.

Evolution 1: the storage capacity of a bucket depends on the diameter of the bucket.

Each enterprise has a different barrel, so the size of the barrel cannot be exactly the same. For barrels with a large diameter, the water storage volume is naturally greater than that of other barrels. That is to say, at the beginning of an enterprise's entry into the market, his start is not exactly the same. Some have a solid foundation, some have a poor foundation, some have a wide range of resources, and some have narrow resources, this plays a key role in the initial development of enterprises.

Evolution 2: When each piece of wood board is the same, the storage of the barrel depends on the shape of the barrel.

People who have learned physics know that, under the same perimeter, the circular area is larger than the square area. Therefore, the circular barrel is the largest storage capacity in all shapes of the barrel. It emphasizes the coordination and centripetal force of the organizational structure, and forms a circle most suitable for you around a center. Therefore, as an enterprise, every resource of the enterprise should be centered around a core, and every department should focus on this core goal. As a general manager, biased any department will have an impact on the final storage capacity of the barrel. The structure determines the strength, and the structure also determines the storage capacity of the bucket.

Evolution 3: The final storage capacity of a bucket depends on the usage and cooperation of the bucket.

Each bucket always has the shortest board. The original bucket theory tells us that the storage capacity of the bucket depends on the height of the shortest board. However, in a specific State of use, through mutual cooperation, you can increase a certain amount of water storage, such as consciously tilting the barrel to the direction of the long board, its water storage volume is much larger than the bucket when it was set up. Or to temporarily increase the water storage volume, you can cut down the long board and add it to the Short Board to increase the water storage volume.

The long-term water storage of a bucket also depends on the tightness of each wooden board in the bucket. The combination should be connected and there is no gap. Each piece of wood has its specific position and order, so there is no error. If the cooperation between each board is poor, a gap may only cause water leakage.

If a team does not have a good sense of cooperation, they cannot complement and connect with each other, and the final storage capacity cannot be increased. It is useless to grow a single wooden board. Such a combination of wooden boards can only be said to be a pile of wooden boards, rather than a complete barrel and a team.

If the bucket is compared to the support element of the enterprise's competitiveness, the actual Competitiveness of the Enterprise is the amount of water stored. However, all of this is true, the premise is that all barrels are placed in the same water intake state, such as rain, and all barrels are receiving fallen rain, and no matter where the rain is used or how it is used.

Therefore, such an academic platform is a lack of practice. In fact, water storage itself is a dynamic process. It is not only a process of water storage, but also a process of enterprises and brands. The more water storage, the better. In fact, the most important thing is how to store water more efficiently and how to use it.

The dynamic evolution of barrel theory:

First, before storing water, you must be clear about whether there is water first or a bucket first? Is there a large bucket first or a small bucket first? According to the bucket theory, there must be a bucket first, then water, and then constant adjustment, from small bucket to large bucket, from short bucket to long bucket, no bucket is very big, very deep at the beginning. However, in practice, there may be water and barrels, or unformed barrels, or even several wooden boards, rather than buckets, and then through these scarce and monopolized wooden board resources, make the first barrel of gold and then make the first barrel.

Second, the amount of water stored is dynamic, and the goal is to set the amount of water to be stored, which is determined by the number of long boards to be made, rather than the more the better. A waste of investment is a waste of money.

The amount of water storage is sometimes not the whole competition of enterprises. Not all boards in the market are more than competitors. Sometimes, in order to compete, we need to sell a broken block to our competitors, however, they achieved victory by attacking the relative weaknesses of others with their own centralized advantages. Just like Tian Ji's horse racing. When the enemy and me are few, we need to concentrate on cracking them. This is a relatively competitive advantage.

Evolution of water in bucket theory:

All the water storage processes are designed to maximize the value of water use and are available for use.

A bucket must first have at least two solid wooden boards mounted with lifting handles for easy extraction. The two panels must be able to load the entire barrel. This is the star effect of the plate: the wooden barrel of light is as long as it means that you have the potential for storing water, how to exert the potential, and how to use it, you must make some effort, use the lift or pull actions.

No matter where Chinese and foreign movie stars go, the spotlight will flash. This is the star effect. There are rare movie stars in China, there are hundreds of thousands of media reporters. Therefore, the star effect is the effect of the commanding heights, which has a point-and-face oriented effect.

From the bucket itself, a bucket must have at least two wooden boards that are longer and more powerful than other wooden boards before it can be attached with a handle by force, the wooden block at the position of the lifting handle must be able to withstand the pull. As an enterprise, it is necessary to cultivate core competitive advantages, so that these two core advantages can guide the development of the entire company. Otherwise, it is just a simple bucket, and it is difficult to lift it up.

Similarly, a too deep barrel is filled with too light water, which will inevitably affect the efficiency of the barrel. This is also not the final goal pursued by an enterprise.

Finally, we believe that there are no perfect wooden barrels of the same length in the world. Such a bucket only exists in theory. It is not just as simple as a bucket for enterprises. Otherwise, all woodworking workers can become excellent entrepreneurs.