Nine big questions about domestic websites from short-lived Chinese enterprises

Looking at the gap and the big lost, the gory examples of it are so shocking.

Qin Qi (Kingkong), from the three northern market (northeast, north, northwest) after the 66.66 million yuan 1995 CCTV's standard King, the annual sales from 230 million yuan to 950 million yuan, more to 321.2118 million won the 1996 King, but in a blink of an eye by "Sichuan Wine into Lu" "liquor blending" and other events by the media spit-star drowned, eventually due to the arrears of 3 million auction trademarks, the end of their misery;

Love More (Hu Zhipeo), this find Jackie Chan played a "love more vcd, good Kung fu" advertising of young enterprises, in the second year of the establishment spent 82 million yuan to win the first version of the weather forecast, the annual sales from 200 million yuan to 1.6 billion yuan, 1997 to 210 million yuan to get the king, but because of the equity dispute to get isolated, 1999 by Blue Flame Company to 20 million yuan to receive the right to use the brand, Hu ZHIPEO in 2000 suspected commercial fraud arrested, a teenager marketing genius fell ...

Dragon (Jiang Wei), 1990, the development of health care Treasure Liquid, 1991 began advertising bombing, 1995 to abandon the listing in Hong Kong, 1995 years later Jiang Wei three strokes sink directly to death (rest enterprise, rectification movement, "My Mistake"), from the Jiang Wei a series of decisions to see that he is an idealistic entrepreneur , but the brutal market does not allow the "romantic" decision;

Giant (Shi Yuzhu), since the 90 's Shi Yuzhu is a countless young people worship the entrepreneurial idol, but the giant's collapse is due to a building (giant building) and pluralism, but Shi Yuzhu is the only one of the book to fall down and stand up entrepreneurs, after several years of thinking after the launch of the "brain Platinum" and " Journey ", and repay the Giants owed debt, can be said to be counter quotient (AQ) Tatsu people;

Three strains (Wu Bingwan), three strains can be regarded as the eldest of China's health products, the most glorious time annual sales of 8 billion yuan, marketing staff at all levels more than 150,000 people, more than 600 subsidiaries, the rural market accounted for 60% of the sales (general health care products sales concentrated in the city), but the rapid expansion of the organization caused by the Organization redundancy, the last huge empire actually fell in the "eight bottles of three oral liquid drink dead old man" incident, from three strains can be seen that Chinese enterprises do not attach importance to crisis management;

Sun god (Han Han), the domestic introduction of CI First, and wow haha almost at the same time the creation of the Apollo 1993 sales reached 1.3 billion yuan, and began to diversify, but almost all failed, 1995 Hong Kong listing, 1997 hired "Airborne" Harvard MBA Wang Zhe Management Enterprise, is an early introduction of professional managers practice, but "airborne" did not save the sun god, wow haha early also from health care products, and then gradually transformation, to determine the positioning of the child market (now wow haha and Danone home also produced a dispute, resulting in Zong Qing after leaving);

Ned (MoU Qizhong), a typical Bluff King, classic event: Can change planes, blow open Himalaya, Sino-US Russia triangle, 765 projects, 99 plus 1 degrees, such as, the Quixote-style characters, it may be said that MoU Qizhong is a speculator, ideal home, cheat King, but can not be said to be an entrepreneur, he racked his brains to turn into political circles, But cannot wait for any official endorsement;

Throughout these once brilliant well-known enterprises, most of them have made a few common mistakes:

1. Advertising bombing: Sun god, three strains, brain platinum, Dragon, Love, Qin Qi and so on enterprises are to take the advertising bombing offensive, quickly enlarge the market, but also brought a lot of negative effects: the market over development, vicious competition between the trade, advertising funds waste, consumer aesthetic fatigue, the reason is still the product homogeneity of serious, The core competitiveness is too weak.

from this point of view, there are similar problems in the domestic web site, a large number of download stations, MP3 stations, film stations, novel stations, cartoon stations flooded with China's Internet, the site type is too monotonous, resulting in increased competition, this and China has long been a pattern of education is not irrelevant.

2. Diversification: Giants, Phoebus, and other failure of the main reason is still diversified development, diversification is the reform and opening-up since the Chinese enterprises often make a mistake, after the reform and opening up market opportunities, the land is gold, many enterprises forget the boundaries of enterprises, at the same time into many industries, resulting in inadequate, The failure of a project may destroy the entire company, in contrast to Vanke is wiser, from the start of the trade Vanke also experienced a period of pluralism, but found that the diversification of the development of a certain stage after the difficult to break through, and finally chose the real estate business, now become the domestic leading real estate business.

Many sites have been set up at the beginning of a large number of columns, unable to manage the update, the result of nothing, this is not much to say, we all know.

3. Capital broken chain: When the Giants are about to collapse, as long as there are 10 million yuan will be able to continue the giant building project, but the lack of these 10 million led to the collapse of giants, is the so-called "a penny to the hero Han", diversification and high-speed development will occupy a lot of money, once the capital broken chain enterprises can not survive.

at present, the network of popular venture capital, it seems that there is money to have everything, but venture capitalists are not charities, since the venture capital is the risk of high income, once the high income can not be achieved so the future is worrying.

4. Price war: Color TV's Changhong, the microwave's Glenn, the PC's Dell are all about price wars, but Dell's price war is different from the previous one (see the Gap) reading notes (iii) Lenovo and Dell Gap), price war can reduce costs, improve market share, enhance the competitiveness of enterprises, To improve the living standards of consumers, to achieve the fittest, but the excessive price war will lead to malicious competition, lower profit margins, affect the sustainable competitiveness of enterprises, can not really meet customer demand and the changes in consumption patterns.

today's IDC industry has entered the era of meager profit, from the early 100M hundreds of thousand yuan, to the present 1 yuan/m or even 0.5 yuan/m, in the rental server industry has reached the basic 0.1 yuan/m, then improve service quality, provide differentiated products is the key.

5. Leap-Forward development: This is China's enterprises often mentioned, what leap-forward development, jump-type development, sound seems good, but carefully think about a bit wrong, leaping development that is to violate the development of the law. Giant Group 1995 sales is 1 billion yuan, 1996-year target is 5 billion yuan, 1997-year target is 10 billion yuan, the average growth rate of more than 300%, the general normal growth rate of the enterprise is 20%-30%, the growth rate too fast will lead to instability, capital broken chain.

some entertainment stations through a large number of ads, rapid access to big, but the next content and service root, leading to rapid rise of the rapid demise, as well as some through short-term news events hype developed sites, the news is called "News", the most important thing is to new, So when news becomes history, these sites are gradually forgotten (Youku's Zhang Yu event is a good example).

I prefer the Web site development route is like a large blue chip as the steady rise, rather than the concept of stocks in a hurry, can scare people heart disease. Real work is the kingly way! Of course, the necessary publicity and promotion is bound to be less.

6. Crisis management: Three strains of "eight bottles of three oral liquid drink dead old Man" event, Qin Qi's "Sichuan Wine into the LU" "liquor blending" incident, love many of the equity dispute, Guanshengyuan Moon cakes events are the end of the lack of crisis management, the 80 's private entrepreneurs on the reform and development of the East wind, all the way, Think oneself omnipotent, "are best", once met a little crisis, the brothers and sisters, lack of crisis management consciousness.