Has Made in China lost its dignity?

The selection of "Top Ten Influential Business Figures/Events in 2012" has ended, but on the CEConline website, manager bloggers are still paying attention and thinking about those who influence and may reshape China's business form. people and events.

There are frequent quality scandals in big companies, and blogger Liu Chengyuan denounced that Chinese manufacturing has "lacked the most basic dignity".

"Drink poison to quench thirst" - blogger Li Xuan reminds SMEs to be cautious about the temptation of capital.

Faced with the crazy low-price battle of e-commerce, Bo advocates the plan to emphasize that this is not a necessary battle, and "differentiated precise positioning" is a better way.

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Weak market, rising costs, intensified competition, and shrinking profit margins... Under such a reality, Chinese enterprises are facing many difficulties, and various management elites express their opinions on the platform of the CEConline Blog , to discuss countermeasures.

Influential event: Large enterprise quality door

Blogger's point of view: Quality and safety should be sublimated to strategic management

Large enterprise quality door, the recent case should be regarded as the plasticizer storm of Jiuguijiu. After the incident, the market value of Jiuguijiu Group evaporated by 33 billion yuan, which made the enterprise itself feel the pain. However, blogger Li Zhiqi believes that the relevant regulatory authorities have remained silent for 17 months after obtaining the intelligence, which is "more terrible than plasticizers". Coincidentally, as a manufacturer, blogger Huang Ming is deeply touched by the market chaos caused by the dislocation of quality supervision.

In addition to torturing the regulatory system, what should the company itself do?

Li Zhiqi believes that big companies must have the conscience and moral blood of big companies, and "must not do such dirty things." He appealed: "moral blood is an essential additive for dairy companies."

Can moral self-discipline solve the problem? Blogger Ni Xukang has a different opinion. Quality is not just a matter of ethics, it should also be the core and key to the sustainable development of an enterprise. He suggested that enterprises should elevate quality and safety to a strategic level, regard it as the "way" of business, and subtly incorporate it into every aspect of enterprise management.

Thinking has not stopped. Other countries, such as Vietnam and the Philippines, are competing for international orders with lower costs. Chinese enterprises are transforming to undertake products with higher technical content, greater difficulty and more personalization, but they often fail to meet the requirements of European and American customers. Song Chaopeng, a blogger who has been processing drawings and samples for 18 years (2012 Star Manager Blog Popularity King), is very confused. Blogger Liu Chengyuan believes that quality issues have made Made in China lose "minimum dignity", and to regain dignity, the most important thing is to "let its participants (employees) have dignity".

What if your company has a quality gate?

Mengniu Group has made great efforts to this end. In September 2012, the packaging of Mengniu products was replaced across the board. Blogger Li Zhiqi commented on this as "cleaning the heart is more important than reforming the face". Blogger Xu Dawei heard a sentence repeatedly broadcast on the radio in the supermarket: "AQSIQ random checks, Mengniu products are qualified." But he did not believe it. Crisis public relations can only be a means to solve problems. If the attitude is arrogant or ignorant, lack of real reflection, resulting in repeated quality problems, public relations methods will become self-deceiving tricks.

Influential event: the dispute between capital and operator rights

Blogger's point of view: the introduction of venture capital by small and medium-sized enterprises is to drink poison to quench thirst

This year, there are particularly many stories of venture capital. First, there was an interview with the founder's wife's "new regulations for venture capital", and then there was NVC Lighting Wu Changjiang and the capital side.

The former reflects the cautious attitude of capital. Blogger Li Zhiqi mentioned in his blog that a certain VC, known as "the most marriageable VC in history", has invested in many companies. Just after making a profit, it encountered the founder's divorce and split up the company's assets, so that VCs are now expanding before investing. the scope of the interviewees.

The latter shows that after the honeymoon period, the business operator and the capital side compete for incentives for control of the business due to their different business philosophies.

Do companies really need venture capital?

Blogger Li Xuan believes that for small and medium-sized enterprises, the introduction of venture capital is to drink poison to quench thirst. Venture capital's pursuit of profits can easily lead to enterprises seeking quick success and instant profits. Most of them are not satisfied with the operation of enterprises. If the performance does not meet the standards, the founders will lose control.

The blogger Wen Rong believes that "capital is non-toxic" and that capital is the blood of an enterprise. Many companies over-package themselves when attracting investment, resulting in information asymmetry between the two parties. "In China, where the credit system is not yet perfect, it is completely understandable that capital wants to fully intervene in business operations."

So, in the process of the game, how should the operator take the initiative?

Blogger Yao Hao's point of view is that "the first priority for entrepreneurs to introduce capital is to draw a clear line between each other and fully consider how to have enough ability to counteract the overreach of capital."

In the case of NVC Lighting, Bo advocated that Gu Yan believed that emotional intelligence was the basis for Wu Changjiang's success, because material cannot exchange loyalty, "and emotional recognition is the premise and determining condition of loyalty."

However, blogger Li Zhiqi thinks differently from Zhang Guyan. He pointed out that in the face of capital, don't lose your position. "Only long-term and refined equity structure and agreement arrangements can prevent similar things from happening again and again", and both parties should have a spirit of contract.

When discussing the contradiction between capital and operators, don't forget that venture capital is capital with its own will. Venture capitalists are financiers and entrepreneurs. Their advanced management concepts and management structures can often make up for a lot of The inadequacy of Chinese enterprises. Therefore, before choosing a partner, you must understand the past cases, value orientation, management style, etc. of the other party. At the same time, don't over-package your own business and blindly seek the highest investment amount.

Influential event: E-commerce price war

Blogger's point of view: Price war, I don't necessarily want to play with you

On August 15, 2012, Jingdong boss Liu Dongqiang was in An appointment with Suning on Weibo set off a splendid e-commerce price war. At the same time, it also brought the issue of low-cost e-commerce earning and shouting to the forefront.

Can a price war really kill you?

Blogger Shi Yongxiang observed that the final result of a price war in China is not to crush competitors, but to compress the profit margins of the entire industry, making it difficult for the entire industry to survive.

Wu Chenglei from Hanzhe Management believes that e-commerce companies are known as "the lowest in the whole network", although "price is the most lethal weapon in market competition, but when a market only discusses price, it is no longer a market. It is normal, and it is very easy to develop into a lemon market where bad money drives out good money.”

However, in Wu Chenglei's view, low prices do not mean low profits. In the seemingly "low price" e-commerce industry, what e-commerce companies have to do is to find their own profit space in the "low price". The industry is playing with the idea of supply chain and value chain segmentation.” If there is word of mouth, there will be sales and profits.

Zhang Jihua believes that price wars hurt others and themselves, customers attracted by low prices are easy to lose again, and meager profits will also lead to insufficient stamina for the company.

However, what happens when industry leaders start a price war?

Blogger Mao Xiaomin suggested that this situation must be followed up. While "focusing on concentrating resources on their own bases and important markets", "attack the market in the base areas of the initiators, forcing the initiators to end the price war as soon as possible." However, he also mentioned that enterprises should focus on the development and promotion of product differentiation, so that enterprises can gain the initiative in the price war.

On the latter point, Bo advocates a similar point of view. He believes that managers can only control their own companies, and it is difficult to influence the decisions of other companies to make differentiated products. In the face of the heated price war, they must be determined, as long as they find the right position and maintain quality. When sane competitors have gone out of business, your opportunity will appear."

Different from other people's perspectives, blogger Li Zhiqi feels that the price war of e-commerce should not be taken too seriously. "E-commerce that does not consider cost and profit will fall into a state of out of control, which will not only impact the financial security of the e-commerce itself, but also affect the interests of suppliers," so he said, this is just a farce, "If you are serious, you will lose. ”.

Influential event: Wanglaoji trademark snatch battle

Blogger's point of view: Join hands to make herbal tea twins and look at the international market

Blogger Li Zhiqi vividly described this snatch battle: a poor family, If there are too many sons to support, they will be given to others at a low price. Others will treat them as their own, raise them carefully, and eventually make a lot of money. The poor biological parents are jealous and ask for their sons.

It is not an isolated case in the Chinese market to rent the trademark of another company. The case of Wanglaoji also serves as a wake-up call for those companies: it is good to "adopt" a well-known brand, but if you are not careful, years of hard work will only make wedding clothes for others.

Who will be the winner in this battle? Judging from the current situation, Guangyao has taken back the trademark, and Hongdao is holding the channel in his hand, and the winner or loser is yet to be determined.

Zha Gang, a blogger, said that after Guangzhou Pharmaceuticals took back Wanglaoji, he was "busy with brand authorization, and busy with being a high-profile person", and he did not agree with Hongdao Group's step-by-step follow-up in terms of marketing methods. The outside world is also quite skeptical about the practice of GPHL to diversify the Wanglaoji brand, fearing that this will dilute the brand value and eventually make Wanglaoji disappear from people's careers.

Guangyao and Hongdao each have their own advantages and disadvantages. The blogger Lou Xiangpeng feels that "in the long run, it may not be a lose-lose", or can follow the example of Coca-Cola and Pepsi, healthy competition and common development, as the twin stars of herbal tea brands, join hands Develop international markets.

Blogger Zheng Xin'an believes, "The dispute between GPHL and Jiaduobao is a competition in the brand value chain, a supply chain centered on the brand, a management chain centered on the brand, and a marketing chain centered on the market. , is based on the cloud competition situation of the talent-centered service chain.” Judging from the current performance of Jiaduobao, “authentic herbal tea, produced by Jiaduobao” is a very correct approach to put it right.