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Analysis Of Lining's Defects In Family Management Of Private Enterprises In China

2013/9/6 16:18:00 49

destiny belongs to the world and fame and fortune in the eyes of many people are always hidden and unpredictable, especially in the cognition of the growth of private entrepreneurs. Since the reform and opening up, all kinds of local private entrepreneurs are looking at the four seasons of the world from the time of the changing era. They know that time and tide do not keep people. The children who are working hard to grow up do not play anymore. Lining, as one of them, has a headache. 
 business is really a philosophical question. The size of an enterprise reflects the depth of leadership. From the perspective of cost and profit, we can sell pancakes; we can start a workshop from the perspective of the use of value; we can do business from the perspective of demand; we can be a group from the perspective of history; we can see the earth from the universe, uh, that is God's work, and we have nothing to do with it. 
 the author summed up some personal insights from the consulting experience of 20 years of foreign enterprises and private enterprises, roughly divided into eight strategies: "strategy, system, standardization and implementation". 
 private enterprises lack strategic thinking at the initial stage. Even if they go in the right direction, they will be difficult in the extension because of the loopholes in the layout. 
 from the case of Li Ning Co, in the heyday of the "golden Prince", the case is called "Lining", based on the consideration of marketing or image hitchhiking, it is undoubtedly "short and fast" choice. In the absence of explicit competitors, with the help of national brands and support, the myth of the market gap has been created. But Lining, after all, is not a God. He can not have old youth and unbeaten record. This leaves a difficult foreshadowing for the company's growth space. 
 from branding or naming, the value of a name is divided into four parts: Chinese character, word meaning, font type and word sense. The pronunciation should be positive, not homophonic or the child oriented; the word meaning must not be belittled; the font should be full, the three strokes should be drawn before and after, and the sense of the word should be thick, with cultural accumulation. Therefore, the main characteristics of large brands across the industry are the abstraction of brand names and the convenience of content filling, such as Adidas and Nike. Looking at the "Lining card", it will find that it does not represent Xu Haifeng, nor does it represent Fu Mingxia, nor does she represent Guo Xiaoping, and so on. It points to a gymnast who clearly represents the spirit of a small flat head. If colleagues make up several names of "competitors" and "Olympic warriors", they will find that the brand power of "Lining" against sports spirit is too small. 
 the world is objective, though our subjective desire is very good. Even in the era of "equality for all" and cruelty to objective reality, you have to admit that if a person is called "Wang Xiaoer", his hope of becoming prime minister in his whole life is not great. Like a lot of private enterprises like the combination of family names, Lining's private thinking limitations, to a certain extent, determine the starting point of operation strategy of low-lying land and short board. 
 the systematic understanding and operation of private enterprises is a barrier to the development of great stability and breakthrough. 
 Lining's golden age from 1990 to 1996, and the whole operation system is in the hands of Lining family. Similar to the basic development of all private enterprises, they are simplifying management and facilitating financial affairs. The subjectivism management associated with this kind of blood relationship is very effective for private enterprises in the early stage of small scale, but for the long term and stable development of enterprises, it first destroys the sense of belonging of employees, followed by the systematic and financial distribution system of marketing, and the subjective convenience of random "imperial decree" of each joint, thus becoming the first destructive force for development and stability. The author, who has been in the service of foreign enterprises for many years, and has been under the encompassing and harsh system of the deep foreign enterprises, still has the convenient hidden rules, namely, "acquiesce in appropriate corruption and waste on the basis of completing the operational objectives and process control system." This is what the sage and his neighbours said by his two great masters: "water to the clear without fish" and "not deaf, blind or unworthy of the family". 
 the internationalization of Li Ning Co and the private family business in the bones make the enterprises delay the huge changes in the process of scientific management. The maneuverability opportunism deriving from subjectivism family management has enabled enterprises to continuously change their business philosophy, advertising communication tonality and channel control over the past few years, so that the corporate belief - corporate culture has been reduced to market speculation. Instead of carving a knife in one hand and doing the job slowly, it engraved in the minds of consumers, interpreting brand connotation and expanding internal cohesion and innovation capability. Although Lining began to adjust his ideas from 1996 to ban family management, he had worn a target= "_blank" href= "//www.sjfzxm.com/" > shoes > /a > 100 meters, and then changed his running shoes after fifty meters. Business, or history, makes heroes. When they pass the village, they can only bring their own tent. 
 the operation normalization of private enterprises is the unfailing rule to deal with variable development. 
 earlier, when I was serving the Hewlett-Packard Co, I made a communication accident when printing the main color and auxiliary color of a pattern. Due to the negligence of the competent department, the auxiliary color failed to give the color code clearly. In the age of pager, in order to rush to work, the printer made a supplement to the eye color. At the time of delivery, the Hewlett-Packard Co identified this defect, paid for the destruction of all printed matter, and paid for the re production. From then on, we can see that foreign enterprises have a strong attitude towards the standardized operation of market behavior and have a strong standard of enterprise team unity. 
 most of the private enterprises lack such basic understanding of behavior concepts. They operate mostly in the form of "good performance" and "banditry style" is obvious. For the purpose of utility, they ignore the unity of the brand, the policy of the channel, and the fight of the terminal. Although this feature has the advantage of increasing market turnover with strain and adaptability, but because of the non-standard operation of the operation, the channel and terminal coordination is very poor, and conflicts continue. Distributors do not have the willingness to cooperate, and are unable to ensure the profits that are highly supported by the brand. Over time, consumers will not recognize that they are regular brands and are unwilling to accept the purchase cost of enterprises' expected profit margins. 
 from Lining to pursue market and profit, in the early family management malpractice, it seriously missed the expansion and accumulation period of the brand front line, so that when many domestic sports brands entered the market, they could not stick to the operation of the standard system, but committed to mobilize the resilience of enterprises to fight against competition, so that they would drift with the tide in the market. 
 although Li Ning Co has made some adjustment of brand norms, the core issue has not been solved, namely the level of brand. Generally speaking, marketing brands should be divided into several categories in the actual combat: leading brands, developing brands, fighting brands and temporary brands. There is a simile joke about the operation of this pattern: there are several children in a poor family who have to survive, and their parents' abilities are limited. So we have to leave behind obedient, educated and protected (profit brands) at home and seek long-term glory. In order to let the family have more hope to win the family, and pick two smart to learn skills (branch brand), learn to earn money is also the leading brand. And then organize the rascal and unsuccessful organization to rob beggars to form the source of family protection and source of entry (including fighting brand), including making a family Alliance (temporary brand) for snobbish alliance when necessary. In addition, we can see a fact: the Lining family is the only child of the brand. After the all defensive market behavior, can the consumer believe that the child is very noble? Indeed, the hero does not ask the source, but the premise is that some sources can not be known. 
 the implementation of the control ability and the resolute end of the enterprise after a forward-looking strategic plan, a complete offensive and defensive system capability and a unified code of conduct are followed. 
 the so-called execution, from the sage is the coordinated control of unity of knowing and doing. From the enterprise speaking, after the plan is complete, we must turn to the strategic goal or the stage goal without hesitation and repent. For most of the leaders with good corporate understanding, they need to have a big account of the feelings of no one and the pain of shock therapy. Usually, it is difficult for China's private enterprises to do this. The internal sophistication and their inherent concepts can not face the inclination of the transition and the fierce friction. Conscious sobriety and ambiguous action are the most common techniques in the reform of private enterprise system, making the old team and standard stubborn resistance, and the new team and legislation can not be implemented. In the end, it is still a growing procrastination that pulls down the performance of enterprises and increases the cost of enterprises. In the later stage, many small and medium-sized brands of "smart bandit guerrilla" are inevitably eaten away. From the late stage of the reform of Li Ning Co's enterprise system to the multiple consultative management teams, there is no significant improvement in the actual effect. We can speculate that its consciousness is backward and soft hearted at the execution level. 
 finishing the essentials of enterprise theory, there is another key point in all the problems: Lining himself. We usually say that the size of an enterprise's development is inseparable from its source of business. Throughout Lining himself, we can not praise his natural talent and efforts as a natural person, but at the same time we must distinguish the sportsman's rigid concept of competition from the complex and intricate market changes. Someone interviewed Lining and asked a question, "do you think you are a businessman or an athlete"? His answer is fast and affirmative, which is the honor of his life. This makes a commercial taboo. The definition of marketing is to decide the supply from demand, without personal subjective knowledge and preferences. From an athlete's point of view, it is easy to see many differences in understanding mass quantized casual clothes. The best sportswear may be a small underpants, and the concept of sportswear for consumers is bound to contain many life connotations. 
 in understanding the basic error of the market, we can also see a life's transition and process defects -- from the family concept of "ego", through the transformation and pain of the enterprise, to the hero's old age and the unyielding heart. This unforgettable pride from the rings of the year to the hanging of the 2008 Olympic Games, Lining's beliefs and efforts are actually bound by self responsibility, which is not only his good but also his childish weakness. For others and the burden of ideals, too much to bear. 
 the author summed up the experience from consulting industry: when we were young, we thought the world was mine; when we were middle-aged, we thought the world was ours; when we were old, we could see that the world is the world. This is not only the inevitable understanding of being a man, but also the fatalistic trend of entrepreneurs. Everyone can only objectively admit that the progress of the times is the creation of the young generation and the generation of the old generation. The waves behind the Changjiang River are really fierce. The good guys who have worked hard all their lives do not need to die for the hero's OEM. China is trained to be "rich but three generation". Compared with the Western business centenary family, the difference between the two countries is that they can not afford the management and distribution system. Hilton, the beneficiaries of the beneficiaries of the family, is fond of the jovial women, and thinks of the three hearts of Sadam family. 
 from the original accumulation in the initial stage of development to the difficult system construction in the current complex economic environment, although the injection of hot money can be temporarily excited and strong, but if the actual operation of Lining does not give up the power of management, how much capital injection will be hard to revive, it can only show a temporary "look beautiful". 
 the hard work of life is often cooking. If you don't put the spatula down, you won't taste delicious food.