Chapter 1,361 Development Bottleneck

When the development of an enterprise reaches a certain stagnation point, managers must find ways to break through.

It is unrealistic to cling to the glory of the past and rest for the rest of your life.

Even the golden rice bowl state-owned enterprises have experienced a wave of bankruptcies and restructuring, let alone private enterprises?

Talented people emerge from generation to generation, and a new generation replaces the old.

Newcomers are motivated, talented, and knowledgeable. They think outside the box and dare to try and pioneer.

Don’t talk about the whole world, just talk about the current situation of enterprise development in our country.

About 1 million companies go bankrupt in our country every year, with an average of 2 companies going bankrupt every minute.

There are more than 80 million small and medium-sized enterprises, with an average life cycle of only 2.9 years. Less than 7% survive for more than 5 years, and less than 2% survive for more than 10 years.

In other words, more than 98% of small and medium-sized enterprises in my country will die within ten years of their establishment.

Not only is the life cycle of a company short, but there are very few companies that can become stronger and bigger.

Small and medium-sized enterprises have basically entered a vicious cycle of being established in the first year, making money in the second year, and going bankrupt in the third year.

Tax costs, labor costs, land rent costs, and logistics costs all need to be truly borne by the enterprise.

The financial environment is different every year. Macroeconomic control, changes in national consumption tastes, and the upgrading of technological products are getting faster and faster. Any one of these factors can be the last straw to defeat small and medium-sized enterprises.

If it weren't for Yang Fei's acquisition of Meifang Factory and Fenghua Factory, it is conceivable that these two factories would have only died. Even if they survived, they would still be struggling.

Yang Fei injected capital and technology and rectified the talent structure in order to save the brand and the factory.

His ultimate goal is, of course, to make money from these old brands.

Zheng Zhengguan is a good person in production, but in the position of the boss, his performance is lackluster.

Through observation and assessment during this period, Yang Fei felt that Zheng Zheng focused more on technology, was not sharp enough in the overall management and control of the factory, and lacked the proactive and pioneering spirit that a leader should have.

This is like a housewife who can cook well and take care of her husband and children, but she still thinks that her husband only earns 10,000 yuan a month, which is completely insufficient.

But if one day she was allowed to become the breadwinner of the family, she would realize that even though she tried her best, she could only earn 5,000 yuan a month.

Zheng Zheng is such a person.

When he was in the position of production manager, he was like a fish in water and completed his duties in an orderly manner. When nothing happened, he would blame and complain about the boss's lack of talent.

Now that Zheng Zheng has successfully taken over, he has been given the space to fully develop, but the results he has achieved are far less than those of the previous boss.

The most valuable thing for those who have come before is experience and experience. If you rely on these strengths, it is entirely possible to check and balance the newcomers.

Unfortunately, more people sleep on their experience and qualifications and rely on their old age to show off.

Both bosses were promoted from the grassroots level and graduated from prestigious universities. Wei Xinyuan and Zheng Zheng made different choices and behaved very differently.

Wei Xinyuan always maintains a middle-aged sense of crisis, fearing that he will lose his current position if he does not work hard enough.

At home, he has a wife who worships money and likes to spend money, and a son who is in school and needs a lot of money. This makes Wei Xinyuan cautious and diligent.

Because he cannot fail, and he does not have the courage and energy to try other new jobs. He can only work hard and rack his brains to avoid being eliminated by latecomers in this industry.

Yang Fei was still willing to give Zheng Zheng one more chance.

As long as he can successfully solve the problem of declining performance of Meifang Factory this time, he will be kept in office.

What disappointed Yang Fei was that Zheng Zheng did not express his position on the spot, let alone put forward any constructive opinions.

Seeing him leaving solemnly, Yang Fei suddenly thought of himself in his previous life.

Didn't I once live like Zheng Zheng?

He went to get the pen, only to find that the pen was given to Miyukiko.

Yang Fei opened the drawer, took out a spare pen, and wrote the words brand expansion strategy on the open paper.

Beauty Daily Chemical now has many brands.

The leading brands of whitening, beauty, cleansing, beauty, and cardamom are all leading other brands in the industry in terms of market share.

In addition, there are some relatively niche brands, such as Feiyang Men's Shampoo, which have gradually become more famous. With the awakening of men's awareness of self-beauty, the younger generation of men is more and more interested in men's shampoo.

Meifang Smooth Shampoo, in comparison, does not sell so well.

In fact, although the three national brands of Meifang, Bee Flower and Pechoin survived in the hands of Yang Fei, they did not shine as much as the world expected.

People may have some sentiments about these three old brands, but new products are emerging one after another, and there are too many choices to choose from. Therefore, it is not surprising that the old brands are still ignored by consumers.

Yang Fei discovered this serious problem when he was doing business planning.

At the same time, in order to seek new breakthroughs in corporate products, he was doing everything possible to find a breakthrough, so he set his sights on these three old brands.

If the three old brands of Bee Flower, Meifang and Pechoin are launched in the market, it will provide new vitality and growth points for the development of the enterprise.

Under the brand expansion strategy, Yang Fei wrote three branches: Meifang, Beehua, and Pechoin.

Then, he noted detailed development strategies and publicity plans under each branch.

Throughout the morning, Yang Fei saw no one and didn't go anywhere. He just stayed in the office and tinkered with this.

At noon, he had not finished writing, but when it was time to get off work, he put down the pen, rested it on the paper, and left the office.

While having dinner with Su Tong, Yang Fei talked to her about the development of Meifang Factory, Bee Flower Factory and Pechoin Factory, and wanted to hear her opinion.

Su Tong said: "You must first determine whether these three brands should be operated as main brands?"

"Of course." Yang Fei said, "These three brands are all old brands that once were glorious. I always feel that the reason why these factories have been eliminated by the times is because of poor management, lack of innovation, and conservative products. But The influence of the brand is still there, so it has a certain value.”

"Then, we must first accurately position each brand. For example, Meifang Smooth Shampoo actually exists in isolation, because Meifang's shampoo is not well-known in China. And the so-called The concept of smoothness is not new. Meifang Smoothing Shampoo also has the function of smoothing hair. Other big brands also have corresponding smoothing shampoos. Obviously, on the same shelf, this Meifang Smoothing Shampoo has no sense of presence. "

Su Tong's analysis is quite reasonable.

Yang Fei nodded thoughtfully.

Su Tong asked again: "What is the positioning of the Meifang brand? You can't just make it smooth, right?"

Yang Fei smiled and said: "Then how do you think it should be positioned?"

Su Tong said: "We should focus on cost-effectiveness and make Meifang a national shampoo brand that everyone can afford! At the same time, we can increase the price of Meifang. In this way, Meifang shampoo will be synonymous with high-end. Meifang shampoo represents value for money!”

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