Reflections On The Internal Disturbances Of Binary Stars

Revelation 1: why is the double star civil disorder?

The internal turmoil of double star seems to be the outbreak of resentment between Wang Hai and Liu Shuli. In fact, it is a contest of rights and wealth between the two interest groups. It is a typical game between the brand dealers and the channel traders.

In 2005, the value of the double star brand was estimated at 49 billion 292 million yuan, which included the contributions of Wang Hai and the two star group, as well as the contribution of the southwest double star and Ji'nan binaries.

No "double star" brand, of course, there will be no so-called "Southwest double star" and "Ji'nan double star" hundreds of millions of assets; similarly, no "Southwest double star" and "Ji'nan double star", as well as its more than 4000 chain stores efforts, there will be no shoe king "double star" today's brilliant.

Perhaps it is the wealth of millions of families, perhaps too much to believe in the propaganda of "channel is king". "Southwest double star" and "Ji'nan double star" demand bravely refused the "double star" emperor, and boldly say "no".

This may be the performance of strength, it may be a helpless move.

In all kinds of media strongly advocate "channel is king", "terminal is king" today, why does the double star gate Wang Hai dare to go upstream and challenge the biggest channel business?

Even giving away the power of collecting, killing and killing, is Wang Hai crazy?

Revelation two: is brand the king?

Wang Hai is not mad, but not confused. It shows his steady and experienced helmsman because he has the assurance and preparation of absolute victory.

Wang Hai has the absolute winning weapon and the bottom card, that is the brand.

In today's society, the competition of enterprises will eventually be brand competition, which has become a consensus and proven fact.

Whoever owns the brand will have the initiative and the right to speak.

Coca-Cola and Pepsi Cola rely on their strong brand influence and sales force. Wherever they go, they stir up their voices. Dealers should gather. Why?

Brand power.

Consumers do not care whether they are Carrefour, WAL-MART, whether they are TESCO Tesco or roadside convenience stores. They only care about Coca-Cola and Pepsi Cola.

The president of Coca-Cola said that even if Coca-Cola's global factories were burned overnight, Coca-Cola would be able to get loans from banks only if it was "Coca-Cola". Suppliers would still deliver raw materials to the door, and dealers would still wait for the products on the doorway at the door.

The remaining assets that burn well are called brands, which is the magic of brands.

What is brand?

Brand is trust.

Brand building is not a matter of overnight success. It needs money, publicity, services, experience, stories and time, so as to win consumers' trust.

What does a brand look like?

Brands are like antiques. The longer they are, the more valuable they are.

Because in the long time, it contains many stories, lots of legends, lots of associations and lots of experiences.

Modern handicrafts, even finer, do not have the value of antiques, because they have not been immersed in time and tempered by age. They have no stories, no legends, no associations, so there is not much value.

What is brand like?

Brands are like making friends.

When you are young, primary school students, middle school classmates, University classmates, and friends in society, you have different feelings and trust for them.

Primary school students, even if they haven't seen each other for a long time, will see each other again after they meet.

New friends, even if you are invited to dinner every day, you will be alert.

Brand needs publicity and needs popularity.

Some people say that advertising can shape a brand, which is a misunderstanding.

Of course, you a can burn a lot of money to advertise, advertising can improve the visibility of products, make products overnight, but can not solve trust problems immediately.

A product with popularity and no trust is not a mature and successful brand, because it has not been tested by time and has not been trusted by consumers.

Therefore, the "Southwest double star" and "Ji'nan double star" set up the special star, to compete with the "double star" still have a long way to go.

Revelation three: is the channel king?

First, the "Southwest double star" and "Ji'nan double star" are single brand channel providers. They are not Gome, not Suning, not WAL-MART, not Carrefour and other multi brand channel providers.

"Southwest double star" and "Ji'nan double star" rely on Double Star channel providers, leaving binary stars. They are passive water and no tree.

Second, "Southwest double star" and "Ji'nan double star" are actually franchising chains, and they are loose channel alliance.

Most of them are controlled by local distributors except for a few of them.

That is to say, for most chain stores, Liu has no actual control.

It seems that "Southwest double star" and "Ji'nan double star" are an organic whole, but they are actually scattered and scattered, and are easily broken by one by one.

This is also their fatal point. It is also the real reason why Wang Hai dares to take the lead.

There is a famous saying in society: only permanent interests, no eternal enemies.

Dealers are well versed in this way. They will not consider it: double stars can bring real profits.

This is a problem that many dealers think about and make decisions as soon as possible.

Wang Hai took the opportunity to cut off the source, take a drastic salary and reclaim the brand authorization. He also lost no time to build up a new logistics platform. He reinvites businesses in Southwest China to put pressure on the original dealers.

The nature of avoiding disadvantages will bring many former distributors and franchisees to Wang Hai's banner, which will make the seemingly whole channel alliance fall apart and collapse quickly.

In the near future, the new double star sales channel controlled by Wang Hai will soon be established.

For this fight, Wang Hai, who owns the double star brand, is undoubtedly the initiative and winner. The most hurting of course is the channel business - "Southwest double star" and "Ji'nan Binxing". The star company they set up is very embarrassed: making a double star is already a rice without straw.

This result is not the best result for double star group and new star.

Revelation four: who can be king?

In today's society, business segmentation has become a trend, resource integration has become inevitable, and cooperation has become the mainstream of society.

Channels grow because of brand and brand is brilliant because of channels.

The good cooperation between channel and brand is bound to be a win-win situation. The discord between brand and channel is bound to be two losers.

For multi brand channels and terminals, the channel is relatively strong: channel is king, brand is also king, such as Suning and Gome for Haier.

But for single brand channel providers, brand is strong: brand is king, channel is no longer king, such as double star.

The game between channel and brand will continue. Only by fostering its own core competitiveness, judging the situation and considering the strength of both sides, can we correctly judge the situation and make proper moves to make ourselves uncontrolled and invincible.

Do not believe too much about the propaganda of "channel is king" and "terminal is king". Double star is a typical example.