NIU: Create the city "three innings": Election Bureau + DO Bureau + security Bureau

1. Consumption is endless, creating a borderless market is created by consumers, but also by producers. Since seeing the bird soaring, the human wants to fly, so someone made the airplane, this is called "satisfies the demand"; Since ancient times the copy is the drudgery, but no one needs the copier, until the wise man made it out, and it dawned on us that it was called "creating demand". As long as the history, the demand is how far. Consumption is endless, creating borderless. How many kinds of fruit do you eat? Eat straight, dice, chop mud, squeeze juice, salad, cans, tea ... Mengniu has also created a new demand: fruit-grain yogurt. How many modes of communication are there in the news? Oral, paper, horse, car, Telegraph, Radio, film, TV, Internet ... Mengniu has also proposed a new concept: product packaging is also the mass media. World, through the ages, the real demand, the potential demand, the creation of demand, is dotted, endless. As a business, how to find their own "positioning point" in these diverse needs, to explore their "growing points" to seize their "commanding heights"? This requires the "creation of the city" efforts, whether to catch new consumer demand, or create new consumer demand, both in the "Creation of the City" list. How to create a market? I think we should run a good "three councils": The election Bureau, the Bureau, the Security Bureau. 2. Election Bureau: Not lack of discovery, fear of lack of thinking there is a famous saying: "The world is not lack of beauty, but the lack of the eyes to find beauty." But I want to say: the world is not lack of discovery, but the lack of thinking after the discovery. What is this remark? Because the "Apple from the top down" The fact that everyone has found (visible not lack of "discovery"), but only Newton thought (the most scarce is this "deep thinking"), so, only Newton through the phenomenon to see the essence, revealed the "gravitation." Enterprise "election Bureau" is also so, the market demand tens of thousands, you go to meet which one? This is not only to release the eye, but also release the brain-thinking, make a strategic choice. Here, according to the past practice, put forward a few reference strategies. Strategy one: Adhere to the "prenatal and postnatal" product strategy, to "raise Tigers", do not "love sheep." In the first few years, we only made six or seven products. 2000, a visit to Jiuquan a dairy enterprise. In its exhibition room, displaying more than 40 kinds of products, is a dazzling array! So, the accompanying leader is very unhappy to blame me: "You only do six or seven kinds." "I didn't say anything. When the two sides in the conference room, the director of Jiuquan Zi said: "Last year we sold more than 50,000 yuan, this year's development situation is very good, plan to do 480,000 yuan sales!" "Amitabha, he has more than 40 products sold only 480,000 yuan a year, my six or seven products have been sold to more than 200 million." Then it was my turn to criticize my leadership for being embarrassed. Therefore, to do products, the most need to pay attention to is "prenatal and postnatal". Give birth to a sheep, even a nest is not valuable; The more you live, the more you waste! Strategy two: "Transplant" the demand in the first market to the post market.The world's economic development, consumption progress is basically a gradient. Generally speaking, the developed countries today is the future of the developing countries. 2003, according to the development of the dairy industry in developed countries, as well as the reality of China's increasing per capita GDP, we judged that after pure milk, probiotic yogurt consumption potential is huge, can become a fresh force in China's dairy industry. Accordingly, Mengniu set up Asia's largest yogurt production base, the introduction of probiotics from around the world, and in the country to promote the spread of probiotic knowledge, so consumers scramble to buy, other enterprises are also competing for follow-up. This is tantamount to creating a new demand for consumer probiotic yogurt in the Chinese market. By the end of 2006, Mengniu Yogurt has ranked first in the country for 16 consecutive months. Strategy Three: The development of leading products or have independent intellectual property rights of exclusive products. In the 2000, we pioneered the introduction of the dairy pillow milk in China, which has made a contribution to the global liquid milk champion of Mengniu. 2006, we launched with independent intellectual property rights of high-end milk special Lun Su, for Mengniu's "World cattle" image added a new luster. 3. Do the Bureau: not lack of creativity, fear of lack of creation if the "election bureau" is a decision, then "do the bureau" is a decisive battle. The election bureau is not good, do more bureau, is also the opposite, the less. Choose the best, but if the acts of "creative", do not create, no solid foundation works, then, the products will become short-lived "concept Products", "Show Products", "fraudulent products." 2004, the Chinese dairy industry group launched a seemingly promising product: milk tablets. Market demand is also unusually exuberant. However, less than six months, dying! Why? The overall preparation of the industry is insufficient, there is no unified standard, also lack of self-discipline-that is, "do the Bureau" is not in place-the result is mixed, academics, provoked experts to denounce, the media Bo, thoroughly damaged the appetite of consumers, "herd" The result is "a coax and down", March Ming Tang, May to the afterlife, New consumer demand is nipped in the cradle! The creation of huge demand, from 1% genius plus 99% perspiration-1% is the election bureau, that 99% is to do the bureau. Mengniu Liquid milk Sales The world's first "bureau" is how to do it? First, we built China's first batch of global model factories; second, we built China's first batch of international demonstration pastures; third, we adhere to the "Three do one"-do things, do potential, do the city, like the astronaut special milk, athletes, such as special milk A series of qualifications, to the Mengniu brand transfer played a great role. 4. Security Bureau: Not lack of opportunities, fear of the lack of barriers in the market, the preemptive machine often occupy the initiative. But the situation is not always the case, if the lack of the necessary barriers to competition, "Pioneer" to become "martyrs" is also very possible things. The first hair not necessarily wins, after the hair not necessarily loses, but does not have the hair certainly to die. Coca-Cola's unique formula, let Coca-Cola live more than 100 years, it has won the opportunity, but also built a barrier. Mengniu sour milk After the fire, various brands of "sour milk" such as springing up, whichis equal to the original did not form a barrier, so, you invest in the formation of the brand is divided into many competition teammates; Fortunately, a lawsuit in 2006, so that sour milk became China's first unregistered well-known trademarks, the end of the interests of developers have been reasonable protection. The most painful thing about Mengniu's history is that the firm is being used by others in the wine field. The conflict of brand concept, the loss of brand assets, the interference of name names, the chain effect of "Chengmenthe, implicating", bring us undue trouble. After 5 years of judicial efforts from 2002 to 2006, the "Battle of the Firm" has resulted in the use of the ban, which is a very important one. Economic globalization, all enterprises are equally placed in the global arena, domestic competition internationalization, international competition white-hot! So, what is the survival and development of Chinese enterprises? What does "catch up"? Innovation is the key. Only the independent innovation can form the competition barrier, can in the international market step by step. National and national competition, war years by the Army, peace years by caravan. Chinese enterprises in adhering to the road of independent innovation, only accurate "election bureau", carefully "do the bureau", smart "security Bureau", in order to compete in the international competition for their own trees, for the country glory.