Every guest's brand crisis

Where the goods from last year, there has been a storm, senior management turnover, the postponement of the IPO, sales goals have not been reached, and so on, recently, such as the wind and a large layoffs, it seems that the crisis is not groundless. When it comes to the crisis, many people speak a lot of reasons, and some even shout out the "electric dealer is a scam" view. In my opinion, the crisis of every guest is fundamentally caused by the blind expansion of the business strategy and the failure of the brand strategy.

"Great Leap Forward" will lead visitors to the crisis.

Every guest from the establishment to 2010, maintained a very fast pace of development, a few years of time, sales from zero growth to 2 billion. The rapid expansion of enterprises coupled with the heat of capital, the company's management is generally impatient. This is seen in the development of the 2011 sales target, in every guest 10 annual meeting, aged announced the 11 sales target of 4 billion, just after New Year's day, this goal was raised to 6 billion, March, and raised to 10 billion, is a year before the full five times times! Aged even shout out 2012 years 30 billion, five years within 100 billion goals.

I suddenly think of the last century, the 90 's Zhuhai giant mansion, when the giant company began to plan to build 18 floors of their own office buildings, but then the brain fever of the Shi Yuzhu will be the giant building project has changed to 38, 54, 64 and 70 layers, the final construction of the giant building caused by the financial problems of the Giants company, Building less than three floors will be a rotten tail building. Shi Yuzhu once recalled, at that time the behavior of building giant mansion is just like kindergarten a group of children in there.

Go back to every guest, aged three months within three degrees to improve the annual sales target, this and Shi Yuzhu constantly change the giant building plan how similar! The reason is the expansion of the leader, impetuous. Decision mistakes always pay a price, sales target increased by billions of, not only the number of changes so simple, for the year before the sales only 2 billion of the customers, if you want to achieve 10 billion sales target, production, warehousing, logistics and even after the sale of the need for a great investment and improve the line. Unfortunately, 2011 years of sales with the target is far from the goal, as we have seen, the high inventory of customers, large layoffs, can be said to be "Great leap forward" the inevitable consequences.

The devaluation of the brand will push customers into the abyss.

If the blind expansion of the business strategy to bring a heavy burden on everyone, then every customer facing the brand crisis may push it to the abyss. Because the establishment of a high sales target, in the existing category can not be achieved under the circumstances, where the customer chose blind category expansion, not only the sale of daily necessities and other commodities, but also the introduction of V and other brands, to do the apparel electric business platform. I am a guest of the old user, but in the see where the mop or even a kitchen knife, I understand that this is not that the Internet fast fashion brand.

In addition, customers in order to improve sales, solve inventory problems, product pricing continues to decline, discount activities continue. Low prices not only lead to lower product quality, but also directly erode the brand value of every customer, a friend of mine once said "every guest is good, many clothes than stall on the cheap." In my opinion, this is an insult to every guest brand. Now every guest, has become a synonym for low-priced products. While low prices can increase sales, we all know that price-oriented consumer stickiness is extremely low.

Low-price trade sales strategy makes every customer difficult, but also directly led to the devaluation of its brand, so that the customer's brand premium ability weakens. I've been watching every guest before, to a large extent, because of aging for every guest to create the "Internet fast fashion" brand positioning, remember three years ago, my friend spent 300 yuan from every customer bought a belt, at that time he also to every customer service praise, to me strongly recommended. And now I ask him again, he said, "every customer is now positioning too low, the company's new recruits to buy all the students, on the map cheap, how can I have the nerve to wear it again." "Every guest brand depreciation can be seen."

Every guest from 08 to 10 the development is perfect, is the field of electrical business is the "star", but with last year's "Great Leap Forward" brought many problems and wrong brand strategy, where customers are facing an unprecedented crisis, although aging has taken a lot of measures to vigorously reverse the decline, But brand remodeling is not done overnight. Lei said, electric business enterprise is like on the high-speed car, no matter how fast, as long as not overturned, you win. No passenger overturned, but after the brakes can not be successful acceleration, but also to see if the road is clear.