Four Defeat, Seriously Injured "Special Star" Shoes!

Some time ago, my article, "four revelations of double star civil disorder", has aroused strong repercussions in the industry. It has been reprinted and discussed by thousands of media in China, and has become a hot topic recently. Recently, at the invitation of several major media in China, we have further analyzed and discussed the double star events from the perspective of marketing From EMKT.com.cn and management, in order to provide readers with readers. Foreword: "separating each other from time to time" is the natural law of society. The cooperation between enterprises and enterprises and people is based on both sides' willingness and win-win situation. If the transformation of ideas and conditions makes it impossible for the two sides to reach an agreement, separation is normal. There is no need to make a fuss. Channel merchants and brand dealers are born with a pair of rivals. They are cooperative and game like, two big hands holding together. They are friendly and wrestling, and they always experience the process of control and counter control. For example, Xiamen mobile phone channel merchants blocked the brand "NOKIA" incident. Hisense, SKYWORTH, Changhong, Konka, TCL and other domestic color TV brands blocked the "Gome" incident, and many of the original Erie dealers now sell Mengniu. This kind of division and integration events are almost staged every day. It is really "you sing me on the stage and change the city's flag". In the game of brand and channel, who wins or loses depends on the comparison of the comprehensive strength of the two sides, and the prediction and control ability of the top leaders. In the double star incident, the top star obviously failed to estimate the crisis, and at the same time, he was lack of experience and ability in dealing with the crisis. Every time he moves, he appears to be very hasty and insufficiently motivated, so that he often fails to recruit frequently, and the crisis continues. Error 1: there is no systematic response to the crisis. "Born in trouble, died in peace" is an ancient saying. As a matter of fact, Wang Hai's celebrity industry's plan for restructuring and controlling the channel business is certainly not formed in a short time. It must be noticed that the senior figures like "Southwest double star" and "Ji'nan double star" should be aware of it. The specific content and basic orientation of the restructuring should be basically clear. In this case, there should be enough ideological readiness for the consent of the restructuring, and the results of cooperation and breakup should be fully estimated and forecasted. However, judging from a series of actions taken by the special star later, it is obvious that there is not a systematic response to the crisis and consequences. For the Double Star Collection and loss, it seems to be at a loss as to what to do, and is very confused. Although it is desperately resisting, it is also a piecemeal counterattack of "East hammer and West stick hammer", and there is no effective combination to cope with the pressure of the two stars. Error two: rush out the "special star", cut off the way of cooperation! After the failure of the negotiations between "Southwest double star" and "Ji'nan double star" and Wang Hai, the "special star" was launched in a high-profile manner. According to Han Junzhi, chief executive of Ji'nan's twin star, special star is "special star, special star". It should be said that the design of the star is still acceptable, but the high-profile launch is out of date and the consequences are very serious. 1, harm one: Although the star boss has repeatedly stressed that the introduction of special star is helpless, forced to plan, but in such a short period of time can launch a new brand, people do not suspect the "special star" boss: is it two minds, early premeditated? 2, harm two: the launch of special star completely shut down the door of negotiations, and completely cut off the hope of continuing to operate binary stars. Because the Qingdao municipal government and the double star group will not let the self established enterprises continue to operate their own double star products. Besides, Liu's special star and Wang Hai's celebrity are very hard to reconcile. 3, harm three: the introduction of special star, also basically cut off cooperation with the big brands. If not so early to launch the special star, can also negotiate with the big brand business, after all, the more than 3000 chain, franchisee's resources are still very attractive. For example: Lining, Anta, Conway, Reebok, PEAK, etc., if we can cooperate with them, this is very beneficial for eager to expand similar enterprises, and is a good opportunity for both sides. The launch of the special star has basically closed down the possibility of cooperation, because these enterprises suspect: the special star has his own child, can he really love the adopted child? 4, harm four: special star can not continue to operate binary star, nor can operate other influential brands, only by operating the newly launched special star, chain store profits can not be guaranteed, many franchisees will change the string to change their flag and take refuge in others. Don't forget: profit making is the nature of business. In the realm of Commerce, relationships, human relationships and alliances are vulnerable to profits. This is the law of Commerce. Fault three: "put in a book" and "break the news" is easy to make others feel sick. For the double star celebrities' compels, there should be nothing wrong with the book, but the letter to the Secretary of the Qingdao Municipal Committee and the Qingdao SASAC is a blunder and a mistake. After all, a binary star is only an enterprise. "Southwest double star" and "Ji'nan double star" are only agents of double stars. Disputes between brands and agents are normal. This should be the business of the enterprise itself. It is a normal business behavior. Will the party secretary step in to deal with it? Obviously, the star obviously had too many illusions about the book. He wrote many times and wrote many books. But what happened? Even if the Qingdao municipal government asks about this matter, it will weigh the pros and cons. On the one hand, it is the creation of a double star meritorious figure, a banner of Qingdao, and an unknown agent on the one hand, and how the Qingdao municipal government chooses is very clear. If we say that the book is a misstep, then some special members of the media face the so-called propaganda of the media. If we say that there are still many people who sympathize with the star system in the early days, there are still many people who sympathize with the special star. Later, these practices of taxing will undoubtedly cause many people's resentment, and the impression of a bad boy who will not complain about sugar. Fault four: too high profile, the opponent is on guard, hard to get support! It is said that the lizard is a kind of dinosaur. The dinosaurs died, but the lizards survived. One of the important reasons is that dinosaurs are too big to protect themselves. Lizards are small and flexible, but easy to hide themselves, so that they can survive. In those days, Hanxin could endure the insults and become a hero of bravery and good fighting. He realized that the three thousand Yue Jia can swallow Wu. To show weakness is to be stronger. Bow your head in order to look up arrogantly! Learning to show weakness is the highest state of life and the accomplishment of a strong man. After the launch of the special star brand, the star company is sponsoring the National Games and sponsoring Sichuan football. All of them are very high-profile. In the interview, Han Junzhi, the chief executive of the special star, made a high-profile pledge: not only to win the dealers from the two stars, but also to go all over the country, exceeding the double star! And Liu Xing, chairman of the special star, has also told the industry's shock: in five years, we must make the special star 10 billion. You know, the famous brand Nike sells about 5 billion yuan a year in China and ranks among the leading products of the same kind. The sales of domestic brands, such as Lining and Anta, are currently only around 3 billion yuan. Are these brave words and unyielding performance beneficial to marketing and brand building? No, certainly no advantages and significance. On the contrary, it will bring bad consequences. 1, the high profile of special star, many people will think that the special star in the old family double star challenge and demonstration, can not win the sympathy and support of consumers, can not be recognized by consumers and support brand is very difficult. 2, special star's high profile, will lead to the old club double star's pursuit of interception, with the strength of double star and special star PK, the advantages and disadvantages, victory or defeat is self-evident. 3, the high profile of special star will also attract competitors' covetousness. To achieve the goal of 10 billion sales, we must grab food from others' bowl and occupy other people's territory. Competitors will be very vigilant, always watch out, cut corners everywhere, consume you, and drag you down. Wang Xiangxi: Master of industry and commerce, practical marketing expert, general manager of game point planning agency, consultant of leading half step intelligence company, founder of "fast marketing", "point blasting" and "force marketing" theory. He served in the south pole, snow dragon, Boston, Nolan, corlewood home textiles, penguin, red bean, Golden Horse costume, Vuitton, HK fire fox, Fifth Avenue, costumes, stone lion Merida, richest group, Guangzhou Baiyun Mountain pharmaceutical, old Chinese medicine group, brain platinum, three yuan biology, Longliqi group, Fengxiang group, xanta pharmaceutical, Shibao group, Qingdao Guofeng pharmaceutical industry, Lu Kang group and so on. Tel: 0531- 82525602, E-mail:ceowxx@163.com