Spring Training My Boys
Over Time, Baby Carriage Company Would Not Spring
To do consulting for many years, involved in many industries, the most let me sad is stroller industry. Mourning his Misfortune, Blame Him! Throughout the country, to stroll will find supermarkets, almost only the “good boy” and sub-brand, “he Ha dragons” a. Development of three decades of reform, market economy out three years, and how could such a monopoly of trade, but also a hundred percent of private enterprises to conquer the world of industry! The reason is not because the good boy too strong, but other companies too weak!
Yuan Zhuo brand agency that: business is business entrepreneurs, business success or failure, 99% depends on the individual business owner. We have for the carriage industry, the boss said to take the matter to see Baby enterprises should be the development and usher in spring, which requires elements which make the change?
Entrepreneurial spirit to have the Sword
Previously read “Sword,” No feeling, for many training companies to “Sword” fragment into training, take Sword spirit that things have scoffed. But into the stroller industry, into the carriage business, after exposure to many business owners, only to find the spirit Sword too important, they do not lack diligence, patience is not no shortage of shortage of wisdom is the least of the Sword is the spirit that is too short courage and fighting spirit of the enemy direct and bloody assault. The hustle of the market for many years they were removed, while the harvest calmly, but lost the courage and passion.
In fact, most baby carrier can not be called business enterprise, at best factories, production plants do! They do not own brand, not their customers, not its own end, not even his own channel. The boss is like the foreman as the workers busy all day helping with the production, and then wait for the dealer to select orders increase 35 yuan per vehicle as hard costs, the bulk of dealers have been taken away, 35 to 100 10′s Baby is about 5% in terms of gross profit margin so low, only to appear in the stroller industry.
Some manufacturers have also been some diversification stroller brand to do OEM pick, hand over 10 per vehicle fee to use the brand. These brands use only brand on the beneficiary of the right, others such as development, production, sales and after-sale by the foundry responsible. This is like a “paid the nanny” to pay someone else’s work to raise children, but also to pay other people money, the end is both life and wealth. I have had exchanges with these owners, asking them why they do not create their own brands and willing to do for someone else to do the wedding dress? They will have all sorts of reasons, said: not want, but dare not. Fear OEM brand unhappy, afraid dealers not buy it, fearing consumers do not recognized the worth the fear of failure. Worrying about this and that, ultimately nothing.
In fact, the stroller industry is still in the initial stage, are promising industry. As long as the proper way, a minor change, it is easy to stand out a little to get good returns. Therefore, the stroller industry, they must dare to Sword is permitted.
Entrepreneurs to seize the initiative, to become the main chain of the value chain.
Mao Zedong once said: there is no equivalent to the initiative was defeated, to seize the initiative on a competitive edge, invincible. War, so, do business the same way.
Contrast, the stroller is now a little business initiative not only did not, even to the mercy of others, oppressed situation. The production costs of a car based on only willing to increase 5, Jing Jing was also fighting war, fear and trepidation, as if a pair of eyes constantly watching ourselves, earn every cent of their crime. Even so, dealers are still not satisfied, or points of year-end rebate, either directly keep the prices down. An annual sales of five million middle-dealer sales of 50 million in profits than the producers make more money, which had triggered our thinking.
In fact, entrepreneurs need to grasp the initiative is not only reflected in product pricing, the more of a reaction with the channel and the control of the terminal. Only the control terminal, close to the consumer be able to establish their own brands, only to have their own survival, long-term development of the root.
How can the situation gradually changed from passive to active, it eventually gain the upper hand? The only answer is to strengthen its value in the industry value chain and function. Stroller industry value chain is the biggest contribution to the value of design and sales, so far Zhuo brand agency that the carriage business must be more effort on these two points. Only starting from design, to make a difference product; only cut the middleman, make their own end, be possible to gain the initiative, it is possible to build their own strong brand.
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