How do entrepreneurial small enterprises do well in website construction marketing planning?
Source: Shangpin China |
Type: website encyclopedia |
Time: January 26, 2014
As China's economic system reform entered the deepwater area, a series of reform measures made entrepreneurs cheering. However, when they were happy, many entrepreneurs or pioneers of new entrepreneurial enterprises called Ren Lijun, a marketing planning expert, to propose how to realize the rapid growth of entrepreneurial or pioneering "small businesses"? In fact, over the years, Shangpin China Website construction company He has been paying attention to entrepreneurial "small businesses" in China. After years of attention, research and marketing planning practice, marketing planning expert Ren Lijun believes that entrepreneurial enterprises are called "small businesses" mainly because their enterprises are relatively small, but that does not mean that the market they enter is a small market, and entrepreneurial "small businesses" can also make great achievements if they are well planned.
Classic case scanning
ad locum, website Production company Shangpin China is willing to share with readers a classic case that we have personally participated in entrepreneurial small businesses to make a big scene.
A group in Hubei is a private enterprise engaged in garment processing. Due to restrictions from domestic and foreign countries and policies in the field of garment processing, the development of the enterprise has been stalled, so the enterprise decided to enter into an emerging industry. The boss simply believed that the FMCG food industry is a good choice, because China has a large population, as long as it can produce good food, Enterprises can survive and grow. After making this decision, a friend introduced that there was a fish pond of several hundred mu in Jingzhou, Hubei, and the boss bought the pond at a relatively low price. At that time, the company was under pressure from all aspects. The company's internal executives believed that fish farming was just a small business. How could they achieve the strategic goal of rapid development of the enterprise group? There is also a voice from the government that the local government in Jingzhou fooled the boss. The fish pond is not of any value. In addition, when fish ponds are everywhere in Hubei, buying this fish pond would increase the burden on enterprises.
Acquired a "small business" that was considered by everyone, but received one-sided opposition. However, the boss believed that once the fish pond was properly operated, it was likely to create huge profits. As a result, the enterprise consulting team led by marketing planning experts began to make top-level design for this fish pond project. In Hubei, if raising ordinary species of fish is almost in a micro profit state, how can we make this fish pond produce valuable fish? After several rounds of communication with fish breeding experts, it was decided to breed fish imported from Germany and conduct ecological science breeding. It is obviously not the boss's original intention to raise fish and sell fish. How can you make the raised fish more value-added than selling it directly to the table? Industrialized processing of fresh fish, so the project began to plan the construction of the industrial park. At this time, the local government department, who was still laughing at the boss's lack of vision, showed its spirit. If a modern fish processing enterprise could be built here, it would be a shot in the arm for the whole Jingzhou fish breeding industry. The local government is almost free of charge in land approval and allocation, and the bank provides interest free discount loans to enterprises. In this way, the fish processing project is only in the planning stage, and the land and funds for the construction of the industrial park have been put in place, just waiting for the ground breaking.
After the construction of the industrial park, relevant food enterprises settled in the surrounding area, which made the land price of the fish breeding plot in the suburb of the city rise rapidly, more than ten times higher than the original land price. It can be said that, let alone the future profits, nothing will change. This "small business" that was not looked forward to at the beginning is rapidly rising in geometric progression. Later, when the project was completed, it became the most famous freshwater fish breeding and processing base in Hubei and even in China, and the "small business" finally made a big scene. Later, Lenovo Holdings paid more than 2 billion yuan to negotiate the equity transfer of the entire project with the boss, but the latter still refused.
This case tells entrepreneurs how important it is for the growth of an entrepreneurial project to have deep market insight and smart corporate top-level design!
Another example is that when the author was doing specific marketing work in a company, he found that many companies had to post posters or posters to carry out marketing communication. Every day, the marketing team led by the author had to take time to post them, because if you didn't act today, other companies would take the opportunity to cover your posters, Many power poles are covered with a thick layer of posters, which you can paste on others. Therefore, the author came up with an idea that if a special poster posting team is set up to talk with each company, it will not only reduce the labor of their marketing team, but also reduce the malicious posting. Therefore, the author founded a wall communication marketing organization with the slogan, "One poster is one, no coverage!" At that time, if I let the enterprise pay my team to help them put up posters, I would certainly not get business. I went deeper and smoothed their pain all the time, no coverage. This means that no matter big business or small business, we must fully explore the pain points of farmers, and then help them to solve this pain point. This is the core demand of customers. Later, we helped enterprises to make terminals vivid. We also adopted this strategy. Next, we helped enterprises to do integrated marketing communication. We also took a step forward. Until now, when we are a marketing planning company, we also took a step forward.
The executive power of entrepreneurial "small businesses" should be stronger
In fact, from my understanding of SMEs, the author believes that many issues in entrepreneurial SMEs often have different perspectives, such as the issue of executive power. In entrepreneurial SMEs, there is a serious problem, that is, they do not know the standards of executive power. Therefore, the implementation is often not in place.
Therefore, the author often suggests that entrepreneurial SMEs should often go out, learn from the market, peer enterprises and industry experts and understand the development trend of the industry. Although it is a "small business", it should also meet the "big standard". Only when an enterprise plans a set of highly demanding operation standard system, can it be clear to what extent the implementation is in place in the specific implementation process.
The author went to some small and medium-sized entrepreneurial enterprises for guidance, and the boss of the enterprise said, "President Ren, you see, our enterprise has everything." The fact is also true. Take marketing as an example, everything has everything, but the effect is very different. There are marketing offices, and the recorded data are neither accurate nor professional, let alone periodic data analysis and evaluation; There are marketing materials, but there is a huge gap in both the creative planning of marketing materials and the material quality of materials; Other aspects, including product packaging, brand element construction, marketing management system and information management system, are seriously inadequate. It seems that the enterprise sparrow is small but has all the five internal organs, but according to the author, none of them are complete. They are all defective products. How can they achieve the expected goal?
In this regard, Ren Lijun, the chief expert of Shangpin China's marketing planning agency, often told entrepreneurial SMEs that although entrepreneurial SMEs could not afford to hire marketing planning agencies, they needed to hire some experts as consultants, who could spare time to help entrepreneurial SMEs guide the maze, which would reduce many detours in the start-up period.
Strategic thinking of entrepreneurial "small business"
As the overall market environment tends to encourage entrepreneurship, the rapid development of the Internet has provided a new platform for entrepreneurship, and as the overall employment environment becomes more and more depressed, many young people choose to start businesses, and many enterprises and even enterprise groups choose to start businesses in new fields. Entrepreneurship has become a new theme of the entire Chinese economy and society, How can an entrepreneur or a successful enterprise choose to start a business in a new field to seek a breakthrough in the "small business" in the chosen entrepreneurial field? To become a topic that entrepreneurs must seriously consider. Ren Lijun, chief expert of Shangpin China's marketing planning organization, pointed out that the strategic thinking of "small business" is the key to the success of the big market in the future. Entrepreneurs must not make "small business" small, but to make "small business" big.
Many entrepreneurs believe that it is a "small business" anyway, and they ignore the "big business" in quality, service, experience, brand and other aspects. As a result, they can only stay at the "small business" level. Despite long-term development, they still cannot accumulate enough resources for "big business". It is obvious that entrepreneurship lacks strategic thinking, and making a little money is its biggest benefit. Once encountering competition, It may also face the possibility of entrepreneurial failure.
A resource-based enterprise is preparing for enterprise transformation, so it tried to enter the FMCG food industry, and acquired a small enterprise with two production lines to try, which is understandable. However, in the process of specific operation of this food enterprise, we still operate with the mentality and thinking of "small business". Not only can we not maintain stability and improve the quality, but also the brand building and marketing system construction are completely based on the concept of sales. The attitude of selling a box is a box, which makes dealers change like horses, and the marketing team is also randomly patched up, The operation of the whole enterprise is in constant trouble. Either there is a quality problem, or there is a return or replacement problem, or there is a staff turnover problem, or there is a production quality accident. A seemingly small business has not brought any small profits, but has caused a lot of big trouble. This is the result of the lack of strategic thinking and the neglect of standardized enterprise operation thinking.
Model innovation of entrepreneurial "small business"
Many entrepreneurial SMEs often succeed through model innovation. When it comes to model innovation, Ren Lijun, a marketing planning expert, believes that entrepreneurial SMEs can achieve model innovation mainly because of their innovation in ideas and thinking, coupled with strong execution.
In the past year, the extremely popular Huang Taiji is due to its model innovation. Some people call it an Internet enterprise, because the core of its operation comes from the Internet; Some people call it a catering enterprise because its main business is catering. The author has paid close attention to Huang Taiji for a year, and found that its core competitiveness comes from the innovation of its operation mode, which is the so-called CTB mode under the Internet thinking, so that this "small business" has become the focus of public bigwigs. If discussed from the perspective of enterprise operation mode, the author believes that its mode can be described by the closed-loop mode of CTBTC, which ensures the effectiveness of its marketing communication and push, greatly reduces the cost of marketing communication, and greatly improves the efficiency of marketing communication.
If we consider the problem from the perspective of traditional innovative thinking, Huang Taiji just moved the pancake stalls of the big sisters around the Beijing subway to the stores, and the quality of its products has improved, but not to the extent of high quality. The key to its success is to use Internet thinking to innovatively innovate the enterprise's operation mode. This innovation makes its customer source not only rely on the customer flow of stores, but also gather customers through the Internet, and then bring these customers to offline stores for consumption, or meet consumer demand through takeout. This innovative mode not only ensures sufficient water flow, but also reduces the rent cost of stores. In the past, it was necessary to open stores in the gold area, but now it is only necessary to open stores in the second and third tier stores in the gold area.
Focus on market segments for entrepreneurial "small businesses"
For entrepreneurial SMEs, rapid response to the market is the basis for their survival and development. Small opportunities that many large and medium-sized enterprises look down on may be fleeting. Therefore, these enterprises must have a high degree of business acumen, seize the opportunity, make a small profit, quickly do the original accumulation, or provide early risk protection for future expansion operations.
China has a large number of huge market segments that cannot be met. This part of the market is often overlooked by large and medium-sized enterprises or there is personalized consumer demand. At this time, those start-up SMEs can carefully study and insight into this part of consumer demand and formulate detailed marketing plans to meet this part of consumer demand. Many small and medium-sized start-ups seem to survive in the cracks, but they have thus opened up a new world.
Interpretation of Shangpin China:
"Encouraging the development of entrepreneurial enterprises has become the mainstream of policies in the future." Experts pointed out that: "But entrepreneurship is definitely not the consumption of entrepreneurial funds. It needs to enrich China's economic pattern through the establishment of more entrepreneurial SMEs. It will play an important role in the future China's economic pattern, which requires entrepreneurial enterprises to do a good job in 'small business', become stronger and bigger, which requires the wisdom of entrepreneurs and the whole society to provide good entrepreneurs The survival and growth environment. Many innovative countries' economic pillars even come from entrepreneurial enterprises. It is believed that China's economy will also create a unique landscape of entrepreneurship and innovation through the incubation of entrepreneurial SMEs. "
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