Marketing: strategic new product, determining the fate of the enterprise in the next five years

Core tip: an era of high cost, high inflation and great recession has come In an era of crisis, instead of worrying, it is better to work hard, return to the essence of business operation, and find the key to business operation, which is the king of business In recent years, the global economy has entered a general recession, with the stock market bleak and consumption weak In contrast, although the Chinese market has not been the most serious direct impact, but the impact has been followed, gradually deepened, many enterprises have a deep understanding of this Gu Shengzhi, member of the Standing Committee of the National People's Congress and vice chairman of the Central Committee of the people's Republic of China, once put forward "Three Difficulties & Rd" that hinder the growth of enterprises Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: an era of high cost, high inflation and great recession has come In an era of crisis, instead of worrying, it is better to work hard, return to the essence of business operation, and find the key to business operation, which is the king of business In recent years, the global economy has entered a general recession, with the stock market bleak and consumption weak In contrast, although the Chinese market has not been the most serious direct impact, but the impact has been followed, gradually deepened, many enterprises have a deep understanding of this Gu Shengzhi, member of the Standing Committee of the National People's Congress and vice chairman of the Central Committee of the people's Republic of China, once put forward three major difficulties hindering the growth of enterprises: first, unprecedented financing difficulties; second, very severe labor shortage; third, entering the era of high cost in an all-round way Sixty percent of small and medium-sized enterprises are struggling on the life and death line; fifty percent of small and medium-sized enterprises believe that a new round of financial crisis will appear; 26 percent of them say that their business situation is worse than that of a year ago; nearly sixty percent of them will expand their capital investment in the next year; more than forty percent of them say that they have gone bankrupt This is not only the crisis of small and medium-sized enterprises, but also the situation that all enterprises have to face - an era of "high cost, high inflation, great recession", crisis and sharp increase of pressure, which has come What should I do? In such an era of high cost, high inflation and great recession, how can Chinese enterprises redeem themselves? How to get out of trouble? CBCT Zhiqi future marketing consulting group has been thinking about these problems, has been helping enterprises to solve these problems, now let's tell you our answer Products are the biggest strategy of the company great Apple said: "we only produce great products." The reason why a great enterprise is great is often that it has one or several excellent products, Apple's iPhone and iPad, Coca Cola's Coca Cola, Sprite and juice orange, Nestle's instant coffee, milk powder and bottled water, Kraft's Maxwell's coffee, fruit Jane and Oreo biscuit, arrow's green arrow gum and Dingxin group's Master Kang's instant noodles; Mengniu's sour milk, terensu; jiaduobao's Wang Laoji However, not every enterprise has such products In the process of consulting services for many years, we have found that most enterprises have dozens of products or hundreds of products in their warehouses and exhibition halls, many products, many categories and even cross industry products, which are numerous At first glance, I think the company's background is good, but looking at the sales statistics, it's amazing: some products even have sales of only tens of thousands of yuan and 100000 yuan in a year, but they are still regarded as treasures and can't bear to give up! Many entrepreneurs feel that the more products they develop, the better They feel that they would rather "spread the net and catch more fish" than give up, but they turn a blind eye to the waste of human, material and financial resources It's a terrible thought Is it true that more products are better? Obviously, this is a huge mistake According to statistics, among the top 500 enterprises in the world, 140 enterprises account for more than 95% of the total sales of single products, accounting for 28% of the total sales of top 500 enterprises; 194 enterprises account for 70% - 95% of the total sales of leading products, accounting for 38.8%; 146 enterprises account for 70% of the total sales of related products, accounting for 29.2%; and few enterprises are unrelated to diversification As the saying goes, many children don't support their families The same is true for the product line planning of enterprises For enterprises, what we need more is to focus, focus and refocus, and finally form and highlight our own key strategic products As apple chairman Steve Jobs said, "we only make great products." He put products in the highest strategic position of the enterprise In apple, 70% of the company's profits are often created by products that did not appear five years ago It is the continuous new products that drive the company forward Now, we define such products as "strategic new products": those core products that can contribute the majority of profits and sales to the enterprise in the next 3-5 years The new strategic products are apple a's iPhone, Wahaha's nutrition express, jiaduobao's red pot Wang Laoji and Mengniu's terensu These products are not only the backbone and lifeline of the enterprise, but also have a profound impact on the brand image and strategic development of the enterprise We always believe that products are the biggest strategy of an enterprise Today, electronic products are increasingly becoming consumer goods With strategic new products, apple a is reborn from the edge of bankruptcy, becoming the company with the highest market value in the world Moto, which lacked strategic new products for many years, declined all the way and could not turn over This time, for apple, is only 10 years It can be said that whether there is a successful strategic new product directly determines the fate of an enterprise in the next five years New product is a strategic issue Two major integration of "soft power" of raw material enterprises Coating marketing: who has U-shaped consumption achieved in coating industry? • these companies are all "potential", which company or "location"? Shandong Qingdao Ali master paint franchisee: women don't allow men to use small paints for big purposes, and decoration and home furnishings are so simple (1) • analyze the market demand of paint industry from the policy • Yunnan Ali master paint franchisee, Mr Ye: do fine, do special, do strong and do big [viewpoint] Why does the paint dealer business not do well? Mr Lai, the paint agent of master Ali Puning: do you have the agent of diatom mud with natural fashion in Taizhou? The promotion and exchange meeting of Fuzhou water paint master of Chenyang water paint triggered "the home of industry transformation coating is focused on the news and information of coating, diatom mud, paint coating, coating process, fire retardant coating, coating, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire retardant coating,