Nice VS p: hegemony and persistent ways of game

Global baojie rely on what has become the overlord of washing industry?, Nice in China's success is a virtue?

Consumer-oriented enterprises may be able to rely on comparative advantage and 1 territorial conquests achievements, but to become the hegemony of truly outstanding enterprises, continued the are truly careful study.

China's most excellent companies are concentrated in those areas of technical content, such as Haier, TCL in home appliances, Lenovo, Huawei communicate in IT. In beverages, daily goods, clothing, toothpaste, toothbrush and SOAP and detergent, and so on so-called consumer goods, but most of them are multinational brand occupies.

This phenomenon is very memorable because it heralds many Chinese companies ' competitiveness, or embodied in the "high-tech product" in the introduction of technology and foreign countries or the manufacture of low-cost, once we go on without much technical content in consumer products to create "added value", mostly helpless. But there are exceptions, the beverage industry wahaha is an excellent representative for washing industry nice can also be another.

What nice beat giants such as Procter and Gamble

Nice to see the market vacuum. In response to this vacuum, nice starting point is from the start: "do not fear comparison impotent afraid than goods. ”

And most successful businesses, the success of Nice is also very rich in legend. In the mid-1980s, the country's chemical plant row up name 118, nice place in the Zhejiang Province State small factory, ranking second. 20 years later, Nice has well-deserved become China's chemical industry leader of washing. In 2004, nice occupy Chinese SOAP industry yield 49.1% detergent industry 39.63%.

Nice why miracle?

Nice boss Zhuang qichuan answer was, nice from behind the surface of fierce competition, capture the potential market opportunities. Surface cleaning products market size of the market the brand, full fill, but this is a huge opportunity behind.

First, a group of market-leading State-owned enterprises, because the system defects, leading share, but the momentum clearly insufficient, the trend has been a landslide; Secondly, private enterprises, although there is an upward trend, but after all, the Foundation and strength are fragile; it is the most powerful multinational companies landing Beach, with strong capital and foreign brand uncommon Valor, fully occupy the high-end market.

State-owned enterprise's market share to exit to the private enterprises have a market share of insurance, and multinational market share in Nice eyes is false — foreign brands are successful with the worship of the people's mentality, "simply extract from consumers, high profits" this attitude and thinking and increasingly mature, gradually rational market out of tune, which inevitably produce cracks.

So nice to see the market vacuum. In response to this vacuum, nice starting point is from comparative advantage, "not afraid of impotent afraid than goods." Since p is playing, hold high-priced game play "," nice everywhere are saying "only buy right, not to buy expensive."

Nice strategically will attack points out in "high-end products popularization", the corresponding brand marketing strategy also basically started around that point. Nice early launch of the sculpture brand Super SOAP to blue and a concave shape, emphasizing efficient decontamination to advertising campaign and the low-cost attack, a gun. Subsequently, nice launch sculpture brand transparent SOAP, this time, the product's positioning is: decontamination and fragrance launch at medium price, combined with a more extensive advertising, once again a great success, the success of this once so nice to be the biggest in the SOAP industry.

Next to nice start into the laundry detergent. In 1999, nice built automatic spraying equipment, which is rare in the world of advanced equipment, then enter indurstry. But by 2001, have greatly over the competition: nice to 89 million tons per year by the first stable, equivalent to all multinational sales total of 5 times more than domestic sales of the top 10, # 2 "aomiao" (29 million tonnes).

Since 2000, nice started its expansion of product line, from the laundry soap and washing powder started to carve the brand of toothpaste, nice SOAP, in 2001, added to the Crystal SOAP, shower gel, shampoo, etc. Obviously, to Nice in constructing a new washing it for their own Kingdom, build target is: to achieve a nice became "Chinese multinationals", into the global economy.

Nice victory in China and consumer goods industry milestone — Nice is China into the WTO, international economic circle of first generation winner, nice fully demonstrated confidence in a "victory" and "Chinese characteristics" of competition policy.

Nice victory, but this victory level is not high. This time the retreat of the Procter and Gamble, and not a real strength of the Procter and Gamble, the real battle in the second round, and even beyond. On 18 November 2004 meeting of CCTV, won the bidding for the Procter and Gamble, which marked the King is multinational brand in China for the first time a mark King, also announced the p in China a new round of market battle is about to begin.

Success of limited

Fundamental to the success of Nice is in comparing the competitive advantage within the meaning of success, not a sustainable competitive advantage on the successful meaning.

Nice victory cannot be overestimated, and the reason is that Nice is solved the problem of basic consumer goods industry: how to go on without much technical content in consumer products to create "added value"? it is at this point, nice victory did not jump out of the manufacturing and cost advantages of the basic points.

Nice for users to create a high quality low price for such a comparative value, but does not provide products of "added value", it's advertising the brand content, also mainly serve short-term products

Promotional, not the expression of a long-term relationship with consumers.

Here we would like to note one basic fact, washing the industrial chain, SOAP and washing powder ratio shower gel, shampoo and other products of the added value is much smaller, the former is more of a necessity, and the latter more also has implications for the quality of life, so we can see the latter's production or consumption, less than the former, this means that SOAP and washing powder in the largest consumer group is the low income group, the "bath" and "shampoo," "tableware detergent" maximum consumer group is a medium-high income group. Nice has admitted that their laundry detergent margins, each bag of washing powder profits less than a penny.

This market structure is "high-quality low-priced" nice and promotional advertising bombing of success, it is nice a series of value proposition to the market response.

In order to be able to better maximize the embodiment of affordable, nice to start a large-scale expansion and "delegate processing", initially formed the largest production base of more than 30 large delegate processing system.

The problem is that the consumer products industry basic sustained competitive advantage are based on a product (although the product is also very important), and is built on the products on the basis of consumer value. Therefore, the Procter and Gamble, Coca Cola, Wal-Mart and a number of multinational companies, in fact is reflected in the consumer value, rather than on the product.

Consumer industry of Chinese companies and multinational real gap is in the consumer value, not a product dimension. If you are nice to make a commitment to "the Chinese multinationals", it is first necessary to truly understand this kind of multinational corporations Procter & gamble continued successful real secret.

The Tao of p

Although our greatest asset is our employees, but to guide us in the direction of the had is the consistency of the principles and concepts.

Procter and Gamble's market philosophy: early detection of a trend, then leading the trend.

Procter & gamble believe that continuous innovation, brand management and will be able to maintain the loyalty of consumers.

Founded in 1837 by Procter, is the world's largest consumer goods companies. In Fortune magazine's most recent evaluation of the Global 500, p to 433 billion, ranking No. 86, ranked # 35 in the United States, and has been rated as the most admired companies. 2003-2004 fiscal year, Procter Wal-Mart achieved global sales of more than $ 514.

The world's most outstanding of the company has its own unique way of sustained growth, such as the famous HP way, IBM, and Nokia. While the p at all times declares: "the way of the Procter and Gamble" will never change.

The way of the "p" consists of three areas: values, business philosophy and organization processes.

Value: all the top selection from internal

P most basic belief is that the company's interests and the interests of the employees are inseparable, the basic idea of make up the famous three criteria of the co-organiser:

P only employment with excellent quality;

P support staff have clear life goals and personal expertise;

Procter provides a support and reward employees grow working environment.

In this concept, p encourages employees worked at Procter and Gamble through their career, as the senior managers are selected from within the company, but not from the company's external recruitment, this is the famous "Procter and Gamble did not employ parachute" policy.

This Maverick belief seems to be not very commercial, but p tough it into the company's regulatory management system, and on top of this form p unique operational mode and culture. Former Chairman, according to Procter & gamble · Eide HANIS said: "Although our greatest asset is our employees, but to guide us in the direction of the had is the consistency of the principles and concepts. ”

Strategic business philosophy

P strategically established three basic operating principles and management philosophy:

— — Providing consumers with superior value. Procter and Gamble's basic principle is that the launch of any new products in product testing phase, competitors have a distinct advantage, "push new products must be in the white box test winner" (white box test is a p requires very strict and even demanding quality requirements).

— Through market research leadership trends. Procter and Gamble's market concept is to "identify a trend, then led this trend." How to find trends? p practice is full of market research: any new product, before the decision-making body is obliged to make an in-depth product and market testing. Any major brand launch, must have sufficient market research data as support.

Doing so might sacrifice efficiency, when Procter & gamble through market research found a trend, it usually takes two to three years to test the product and its market expansion strategy, and will be introduced on a large scale. But you should know that "as soon as they come, you get out of it. ”

— Through brand management and innovation to maintain the loyalty of consumers. Procter & gamble believe, through continuous product development, through careful on consumer needs and preferences of monitoring, the Procter and Gamble brands through management to keep the product long-term health development, constantly create profits for the Procter and gamble. P refused to accept the traditional concept of the product life cycle, it is believed that as long as continuous brand management and innovation, will be able to maintain the loyalty of consumers. Such as Procter and Gamble's ivory SOAP 100 years of history, Nicholas de baking oil already have 70 years, has nearly taizi detergent for 50 years, but each product has always remained the industry leader.

Organization management process

In the Procter and Gamble, General Manager of all of the business are aware of their performance evaluation standards

In three areas: sales, profits and talent. These three aspects of how to complete the Procter and Gamble in more than 100 years of practice, the establishment of its unique business management system:

● Procter management process is a rigorous system of memorandum. All proposals must as far as possible in written form, usually one or two-page memorandum. To do this is to encourage every employee to learn detailed analytical methods that encourage managers to review the reasonableness of objectivity. Written memorandum also helps in the Organization of internal circulation, seek support, improvements, suggestions, or different views.

● Product Manager System. P product manager system created by famous, almost all good companies are using this system. Product Manager system value from consumers, from research and development to sales during the whole process of unification to product managers, so that different parts of the integration into an overall strategy.

On top of this, and further established the brand as the co-organiser management system for each brand manager provides management focus, industry experience and incentive mechanisms, resulting in the whole company has developed a very clear management routes: any time, any place, is that someone (Product Manager) on the "product how to meet consumers value".

● Brand competition system. P encouraged competition between brands, p found that any brand has its "limit", p to creatively implement a multi-brand strategy: in the same market development of two or more brands, let them compete with each other, than to expand the single brand much easier.

Of course, this kind of management system tends to restrict horizontal communication between departments, resulting in brand management information exchange between departments. P solution is hierarchical unity: in brand this line, the higher the vertical communication is open, a grass-roots management of proposals, through all levels of analysis, recommending, recursively upload endorsed and approved. And in the Organization of this line, horizontal communication between senior is smooth, Procter and Gamble, the personal involvement of senior managers in many important decisions (for example: all new product launches, investments of more than 10 million project, three levels of the appointment and promotion).

This kind of vertical and horizontal layering unified management system, may make the ratification process is slow and sometimes bureaucratic (have a manager that you want to change a label needs 55 haifeisi sign), however, once the project is approved, you will receive the full support of the company.

Each brand has a unique expression of the Procter and Gamble's brand management system

P for consumer loyalty and the answer is two things: first, the Procter and Gamble will survival value orientation to consumers; second, the Procter and Gamble through unique product manager system and excellent product segmentation, succeeds will consumers value clearly "quantization".

P brand strategy system guiding idea: If a certain kind of market space, so it is best to those "other brands" is also the brand of the Procter and gamble.

When we talk about the consumer value, simply emphasizing two reasons:

First, we say that each customer's heart has a rod invisible scales, customers will be available from the product or service of interest in getting to assess value.

Second, the value is an entirely "subjective" or "personalized" concept, the concept of meaning is as people on survival and life value judgment of change, this means that only the demand from the "people", not "functional product", will truly understand and grasp the consumer value.

Very few companies in the world can do like p, through understanding and grasp the consumer value, food, paper, pharmaceuticals, cleaning supplies, SOAP, skin care, hair care products and cosmetics etc 300 brands and successfully sold in 150 countries and territories.

P is how to "precision farming" established consumer value system and eventually gain consumer loyalty? answer in two points: first, the Procter and Gamble will survival value orientation to consumers. Second, the Procter and Gamble through unique product manager system and excellent product segmentation, succeeds will consumers value clearly "quantization".

It may even rise to the purpose of the enterprise. In the Procter and Gamble Web site, p very clear to the world that Procter successful history lies in consumer insights, and constantly develop new products, breakthrough technology to meet consumer demand.

In fact Procter & gamble in consumer market research is always in the leading position, a large number of widely used market research techniques are initiated by the Procter and gamble. As early as 1924, p is in the United States established consumer Agency, pioneered in the United States industrial sector as a scientific analysis to understand consumer needs of companies. P-block-by-door of the invention of "on-the-spot visit investigators" way, are still important businesses understand consumer needs, p is the first to use the free telephone communication with consumers.

Today, Procter each year through a variety of market research tools and technology and global reach 700 million consumers. Through home visits, observation and Consumer Forum, surveys, access, store, track, survey system, consumer letters and telephone calls the consumer, the Procter and Gamble building huge database. P very clearly requires that clear consumer on the basis of the facts and data, you can start to writing a compelling advertising and develop effective marketing plans, product development department can begin to develop new products that lead the way, sales can begin to be developed to meet customer demand and sales plans.

It is in that consumers value have a clear understanding of the Procter and Gamble building a unique brand of strategic system. The guiding idea of the system: If a certain kind of market space, so it is best to those "other brands" is also the p

Brand.

Procter and Gamble's multi-brand strategy aims very clearly, is that the industry p has a very high market share, in order to achieve this goal, the Procter and Gamble has called "the secret" Procter and Gamble marketing of two system: a brand as a unit of the product manager system and independent brand system.

Nice view of dialectical development

Nice view on the so-called dialectical development, is the strategy behind schedule. This mismatch can cause one to Nice "seek" or even "for its next".

Nice to have a unique "dialectical development concept" — — pursuing economic or do other things, with the restlessness of the moment is not right, but has a longer accumulation capacity instead of likewise "restless" is wrong.

In this kind of dialectical development concept, nice presents two legs of the development strategy: a leg is from within, by adding massive investment and technology promotion, "to a world-class standard, step by step's industry-leading, high starting point, high requirements to catch up from behind, with the aim of establishing the company's core competitiveness, the firm grip and control market competition initiative"; the other leg is "going out", the use of the brand and sales network advantages, integration and optimization of various social resources, output to Nice concept and management. Both legs to push in both directions at the same time, the "synergy can be neglected."

Relative to Nice's dialectical development concept, reminds me of a saying in China a sentence: "the one, for on it which is the next". I think that Nice is one of the "order". In my view, nice present two legs forward, far more than the domestic similar enterprises, but the legs Al direction if the mistake is likely and reactive power, not necessarily to achieve nice "Chinese multinationals" dream.

For example, Nice is the first leg, "to a world-class standard, step by step's industry-leading, high starting point, high requirements to catch up from behind." But the problem is if you start with a single scale from the technology, you know with the world class distance? p employs more than 2500 items of patent; a total of 7000 scientist working in the global 17 Research Center, including a doctoral-level scientists 1250, than Harvard, MIT, Stanford, University of Tokyo, and London Imperial University scientists total p in each of the investment in research and development costs more than 13 million.

Besides nice's second leg, "use of the brand and sales network advantages, integration and optimization of various social resources, output to Nice concept and management". The legs seem to "high", but the idea is nice, the number of unique "brand and sales network advantages"? how many unique "concept and management"? all output to the output, only interest in the interests of the Union are temporary. Nice should see, p to output "brand and distribution network's strengths," output "concept and management", behind the Procter and Gamble's unique "p 's" and "brand management system".

Such as the p in China and third-tier cities of sales, mainly not Office mobile sales support staff, their function is to provide for the Procter and Gamble's distributors, and service and support to Nice sales practices? this gap behind the business philosophy and processes are the real advantages of an enterprise. Nice may wish to reflect on, when a successful more attributable to seize opportunities, current success is not some luck?

Numerous business fluctuations has proved a fundamental truth: the rise of the moment is not too much of a problem, only from a strategic perspective to really answer why some organizations from weak to strong, and some enterprises will be sung and failure.

We must understand that the history of the small company or a new company overcome a powerhouse, and not purely technical or size, or even the brand or marketing channels, but rather on the "new times", in other words, is the right place at the right, instead of the hero makes times.

P has a strong technology research and development strength, but the Procter and Gamble has never in its system, which emphasizes the power of technology, even if you want to emphasize is stressed as consumers of technology instead of product technology. Procter and Gamble has such a powerful technical strength, but p a product sold 100 years. Does the p do not understand the new product to beat? is it p don't understand the technical leading easier opponent lagging far behind?

Answer these questions, it is a nice can truly strong or persistent.

Nice future is clearly in the future to grasp the consumption trend, but to be able to grasp the consumption trend, behind on Chinese survival and life values, particularly the Cenozoic consumer group life changing attitudes and their system in such a hold on, this is the consumer products company real core competitiveness.

Nice how to p of the learning company sustained

If Nice is committed to being a multinational company, you first have to go to examine global multinationals in the competition's history, if Nice is committed to being a world-class international brand, you're going to look at a world-class brand history.

In this sense, Nice at least three aspects to the Procter and Gamble learning:

First, have a strong brand is the consumer products company continuing important flag. Nice to be powerful, to continue, is no exception. Nice wants to become a world-class brand, like must be like Procter & gamble focuses on strategic brand management.

In p, brand is a company established long-term relationships with consumers, this carrier like to have a friend and friends is important for mutual recognition. Building a brand is nothing more than to say, I was a stranger, but I think and you (the consumer) became friends, but consumers will soon be asked: why do I have to be your friend? answer only one

Because I "sincere" and Hello.

From here, you'll find the most important brands are two points: first, the company's image, you need to adhere to the "long term" honesty; the second is to continue to provide consumers with "good".

The company's image on the back of the credit from one company to the mission and beliefs of the long-sought, and to be able to continue to provide consumers with the benefits that will need long-term consumer consumption trends for study and grasp. Nice you have established yourself on China's consumption trend system? if you do not have on consumer confidence in the future value, the result is a price war, the price war established brands, how can long-term benefits for consumers?

We can boldly predicted that in less than 20 years, those crazy price war by a large number of enterprises are gradually disappeared. Only like Procter & gamble like to commit to commit to consumer trends, in addition to the establishment of corporate credit products, and establish long-term relationships with consumers to have the opportunity for enterprises to survive.

Second, the enterprise should perform well, need good entrepreneurs. Enterprises should continue, but it depends on a company's core competitiveness. Nice to keep the company's sustainability, must be the same as the Procter and Gamble focuses on development of the brand behind the core competitiveness.

P strong brand is actually behind the Procter and Gamble's continued consumer value, and this kind of grasp into profitability is in a good position. In this respect, brand management, it was actually in the select an operating mode, a continuous competitive mode.

We are faced with a reality in any enterprise is not possible to meet all customer needs, therefore, meet all the needs of corporate customers, there is no strategy of the company. The strategic significance of the consumer value, first of all means to give up on, we only give up in order to concentrate but, even beyond the expected to meet consumer demand for differentiation.

Strategy and core competition itself is a problem on both sides, therefore, is the core competitiveness of Chinese enterprises the most valuable one word, this word on Nice such excellent enterprise of special significance is that the core competencies represent a group of outstanding enterprises facing the transition from opportunity-driven extension expansion mode, turning to consumer value as the core strategic drive mode.

From here we can see that a brand is "a Flash in the Pan" or "Eternity", and the brand behind the availability of the "core competencies". With the support of the brand price war is ephemeral, the reason is that the price war behind enterprise scale tailor is external, the sacrifice is providing consumers with low capacity outside. Or, unless you have developed the ability like that, like Wal-Mart to support "every day the system low prices", then the price war destroyed more is your own ability.

No core competitiveness does not prevent you to output the "expansion", but our research on a number of companies that have built on the core competence of expansion, is equal to the company's future on luck.

Third, the profit is a company continuing to support the most basic elements, only the profit of the company would die, no profit will also die. Continuing core competitiveness means that the balance between short-term and long-term, to Nice from Procter & gamble can learn how to brand and the link between earnings for continued growth.

P in 160 years of sustained growth, successful in brand management and profit established a balancing mechanism. This balance mechanisms embodied in two ways: first, through internal competition within the product manager system in the market to the customer to unique values; second, through consumer trend research, constantly so that these get brand benefits customers pay more.

A Word is worth a taste: "people don't reject change, but they refused to be changed. "Mean, don't try to put your ideas into enterprises, do not attempt to gain access to the customer's brain, because it is difficult to accept your this indoctrination. You have to do then? p, the establishment of an internal competition mechanism, we can tell the difference between a panting and haifeisi? but the Procter and Gamble's panting product manager system, and product manager system but haifeisi must answer, because as long as one cannot answer, this series will be eliminated.

On the second point, consideration should be nice with a basic question: how to tell which customers from your brand on the benefits of? a marketing guru speaks very pithy: If every day to do advertising, but don't know who came to our shop, why they are coming, why to buy, it's a shame.

Therefore, the research on consumer trends, to be able to accurately grasp the consumer value, so that consumers in consumer products, greater access to non-product-level value, such as psychological value and cultural value, which can greatly Director product life cycle, and extended product life cycle, will undoubtedly be significantly reduced costs and greater revenue.

Chinese enterprises are faced with unprecedented opportunities for development, at the same time it is also a potential crisis in the Pan or a visionary, maybe just a read. In the "sustainable" or to "live long" this one is destined to fill the rough roads, not too many shortcuts, but the consumption trend of Procter and Gamble's exceptional attention, but is invaluable to consumers inputs.

When will China have sustained a hundred years of world class enterprise? we waiting.