Chapter 625 Reform and opening up is the survival of the fittest
A strong man with a tired face was walking hard in the desert. The blazing sun above his head made him despair. Suddenly, he saw an oasis in the distance, so the man ran over desperately. Only when he got closer did he realize that this
It's not an oasis at all, but a refrigerator that's not as tall as him.
When he opened the refrigerator, it was full of drinks, so he drank to his heart's content.
Finally, when he left, he looked back and said that classic line.
"When I see the oasis on the horizon, I will think of Eastern Chilova!"
This advertisement can be said to be the most idiotic, but it was deeply memorable in the 1980s. Liu Lang knew that this "Zilova" brand refrigerator was the core technology of the Italian company "Ariston".
Last year, we sold eight sets of production lines, each worth US$700,000. We made a lot of money and became the company that made the most money in China.
Of course, these refrigerator manufacturers are also making huge profits.
Eight companies have the same product, just with different names. The prices of these refrigerators are basically the same. In order to seize the market, they started a crazy price war.
Your price is three thousand yuan, and my price will be reduced by one hundred to twenty-nine hundred yuan.
The eight refrigerator factories are like princes from all directions, fighting in a dark and dark way.
This seems to be normal market behavior, but for this industry, this price-first behavior is undoubtedly wrong because they ignore the improvement of the quality of the product itself.
Price wars can only have a temporary advantage. In the long run, the only long-term solution is to continuously improve technology and let products obtain core technologies. Just as Liu Lang warned the "Gemei" air conditioning factory, it must work hard on core technologies.
Otherwise, you can only wait for death.
As a result, these refrigerator factories closed down one after another within two or three years. In the end, only one "Meiling" refrigerator became the final winner, and later became the leader in the national refrigerator industry.
There is another advertisement that impressed Liu Lang deeply, "When the sun rises, our love lasts forever!"
This advertisement is the "Sun God" health drink that was once popular all over the country.
How awesome is the "Sun God" health supplement drink? It once created an astonishing performance of holding 63% of the national health supplement market share. This is definitely an out-of-print record that will never be followed again.
Liu Lang had read some books about companies in the 1980s in his previous life, and knew that this "Sun God" company launched its own flagship brand in 1987, namely Sun God Bio-Health Oral Liquid and Hericium Oral Liquid.
The product created the glory of Sun God, and at the same time, a beverage company named "Wahaha" was born. However, in the next seven or eight years, Sun God took the lead and became the well-deserved overlord of the entire Chinese industry.
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But when the time came to the mid-to-late 1990s, the "sun" set in the west and lost its former glory, while the unknown "Wahaha" showed its ferocity and finally had the last laugh.
If only one of the eight refrigerator manufacturers is left because they ignored core technology, then the fall of "Phoenix" is because they ignored the market and failed to keep up with consumers.
"Phoenix" has a specialized scientific research center and a group of scientific researchers with strong development capabilities. However, they just work hard and are unable to obtain valuable feedback from the market and have no clear development direction from the decision-makers.
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They developed dozens of new projects over the past few years, but none of them were recognized by the market.
In formulating sales policies, the headquarters has never implemented different stimulus policies for new and old products. Therefore, marketers are naturally keen on selling old products that have formed a market, but have no interest in new products that need to be cultivated.
Over the years, in the health care product market where advertising wars have been extremely fierce and new products are constantly emerging, it is no coincidence that their two pillar products have naturally aged, market interest has waned, and the company has entered the sunset.
Wahaha was very active in product development. It first launched fruit milk in the early 1990s when children's nutrition solutions were still at their peak sales, achieving a strategic shift.
Since then, his new products have been emerging one after another. Careful analysis shows that Wahaha's products are first and foremost aimed at popular products, and then they make frequent attempts. Often when a product reaches its peak sales, they have already made the decision to launch a new product.
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Of course, not everyone can grasp the laws of the market. After developing the fruit milk, Wahaha once fell into confusion. On the premise that the fruit milk was booming, Wahaha carried out many tentative new product promotion activities. Although many
The first attempt failed, but relying on fruit milk also allowed them to make a smooth transition.
Then they tentatively launched Wahaha purified water, which received good response in the market, and immediately entered the water market in a big way. This battle established their future dominance of domestic beverages, until the era before Liu Lang was reborn, "Wahaha"
It is still the absolute king among domestic beverages and no one can shake it.
Looking at these advertisements, Liu Lang was really filled with emotion. Once upon a time, these products had become popular fashions respected by Chinese people, and became the most popular brands in that year and even in recent years. However, looking back ten years later, few of them have survived.
Yes, how can brands like "Nestle" and "Cola" remain popular for decades.
Chinese people do not lack imagination, but they are far behind in modern business management. Most entrepreneurs only have one purpose in running a business: making money. Of course, the same is true for foreign companies. But if a company wants to make money, it is not just about publicity.
What is more important is how to make the enterprise last longer, which requires establishing a long-term plan that can adapt to the trend of the times and establishing a corporate culture that is in line with its own development.
China's reform and opening up is a feast for countless adventurers. They have risen up one after another in this great era by virtue of their courage, created miracles that others cannot achieve, and become the trendsetters in the torrent of the times. However, in the same way, the torrent of the times is also full of mud and sand.
, there are only a few who can ride the waves and become winners in the end.
Of course, Liu Lang is not worried about this. What he wants to do is not drinks or food. The food industry relies heavily on the market and consumers. Who can truly grasp people's tastes today?
What he wants to engage in is industry, and the core of industrial products is only one thing, which is powerful core technology. As long as he has world-leading technology, then the market will be led by him, without looking at other people's faces.