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Interpretation Of Counter Cyclical Marketing Of Large Enterprises

2013/6/7 18:42:00 11

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Counter Cyclical Marketing Footwear Development Shoe Industry Dynamics

a href= "http://xm.sjfzxm.com/" > economic cycle < /a > is closely related to the external macro environment of enterprise development, and when external demand is reduced, sales will also have difficulties.

If every enterprise is subordinated to the law of economic cycle, if an enterprise carries out counter cyclical operation, it will probably get excess profits, and of course, it will bring additional risks to the enterprise.

Next, we provide some reference and thinking for enterprises in the downward economic cycle through the analysis of counter cyclical operation.

best time point and primary task

P is the reverse operation. The most important thing is to judge whether or not the economic cycle is going to be in the end or not. We should judge the two links from prosperity to recession or recession to recovery.

If the judgment is wrong, especially from the recession to the depression process, enterprises will be in danger.

The author believes that reversing operations at the two time points of recession to recovery, depression and recovery is more appropriate and relatively easy to succeed.

the industry leader's main task in the downturn of the economic cycle is to survive. Do not imagine that any counter cyclical operation is a good weapon to get rid of the economic downturn. Abusing the anti cyclical weapons is likely to lead the leaders to leave the field first.

Less than P, the oldest Sany group of China Construction machinery, in the recession of last year's economic cycle, the first thing to think of is survival. More than 1000 R & D personnel have been laid off, many businesses have been compressed, and the overall survival of the 31 has been ensured through layoffs and business contraction.

during the downturn of the economic cycle, the market share of SMEs is often squeezed.

The principle is very simple: when the market demand is strong, the leaders or main competitors of the industry do not pay much attention to many differentiated small demand.

Once the economic cycle slipped, these demands were accompanied by a decrease in market demand.

At the same time, big enterprises are trying to satisfy these low end needs because of the lack of sales demand, which makes the survival of SMEs more difficult.

leader's anti cycle strategy

let's take a look at how the leading enterprises in the market face counter cyclical marketing in the economic cycle.

brandish capital merger and acquisition

the main purpose of marketing is to expand market share.

According to the three or four rule of market or the principle of number one, in the normal economic cycle, enterprises with high market position are very difficult if they want to become leaders of the market unless there is disruptive technological change, business model innovation or excessive capital investment.

when the economy is declining, the leading enterprises in the industry sometimes run into difficulties or are willing to be merged.

If a href= "http://www.91se91.com/news/index_p.asp" > market leader < /a >, if it chooses to undertake M & A at this time, it will be much easier than the peak period of operation, and it will also give enterprises a window to surpass.

In recent years, the new hope group has been pforming from feed producers to agricultural and animal husbandry service providers. The market scale is at the forefront of China. Its main business includes feed, seedling, aquaculture system, meat food processing system and market development system.

In order to gain the leading position, the new hope is to increase the development of other sectors such as seedling and meat processing, and to provide technical and financial services to large scale farmers and cooperatives through the new cooperation mode of "farmers + agricultural cooperatives and agricultural enterprises", so as to realize the expansion and upgrading of the industrial chain.

At the same time, in order to gain the position of the leading head of China's feed and aquaculture market, especially to gain the advantages of farmers, the new hope is that in February 11, 2011, that is, in the very poor economic cycle of China last year, six of the top three of the industry and new competitors were purchased, so that the group became 100 billion class enterprises in 2012, becoming the first in China and third in the world (second only to Zhengda and Jia Ji).

focus on core business

industry leaders are generally willing to play the brand value and effect when they are growing rapidly in the market, expanding from their core competencies, such as GREE's expansion from air conditioning business to other household appliances business, and Haier extending from ice washing to other household appliances.

However, no matter how to extend, the core business and core competence of enterprises have not changed. Only through brand expansion, they have gained a certain market share in other related market segments and improved the sales scale.

However, extended products and businesses can not get better performance in their niche market, because they do not have the ability to compete with their market leaders.

Once the economy falls into a downward cycle, the first compression business is extended related businesses, because the return of their resources is lower and more unstable.

for this reason, industry leaders usually adopt a focus marketing strategy in the down cycle, focus on core business of the enterprise, invest in core resources, ensure the rapid growth of the segmented market, and ensure that the effective resources can maximize their benefits.

automobile as family a href= "http://www.91se91.com/news/index_s.asp" > consumption > /a > commodities, in 2012, the actual sales of motor vehicles were 16 million 860 thousand, an increase of 4.3% over the same period last year.

The sales figures released by the Great Wall auto show that the Great Wall motor vehicle sales in 2012 were 620 thousand, an increase of 28% over the same period last year.

As the largest black horse in the auto industry in 2012, the Great Wall automobile is also the fastest growing enterprise in recent years. Its core marketing strategy is focusing on the dominant resources of the enterprise into the main business of the car, especially in the SUV resources to ensure the growth of the core business and products.

In the sales volume of the Great Wall cars, SUV hav sales volume was 280 thousand, an increase of 71% over the same period, accounting for 45% of the total sales volume; the Great Wall car sales 210 thousand, an increase of 2.8% over the same period; pickup sales volume of 137 thousand vehicles, up 12.7% over the same period.

Under the influence of the focus marketing strategy, the Great Wall realized net profit of 5 billion 710 million yuan in 2012, an increase of 62.6% compared with the same period last year, and its operating income was 43 billion 160 million yuan, an increase of 43.4% over the same period last year.

looking for potential market

Wang Laoji, as the leader of the herbal tea industry, has changed its name to "JDB" herbal tea after the brand competition. It thought it would lose its market share and share the market share with the existing Wang Laoji. "P"

Who knows how to rely on the leadership of herbal tea, the image of JDB, the main reason to promote the image of red cans, and the crazy advertising advertisements and channels to preempt Wang Laoji's loyal consumers into a loyal consumer of JDB.

After P has consolidated its core product positioning, its product growth will have an upper limit.

Data show that China's beverage industry grew by 10% over the same period last year, of which herbal tea market segments increased by more than 30%. The sales growth of JDB in the first three quarters exceeded 50%, and the market share exceeded 73%.

In order to make a better breakthrough, JDB began to look for new growth points.

beverage industry only a few enterprises such as Pepsi and Coca-Cola are giving gifts. The demand for gift giving is highly recognized by consumers in terms of the universality of brand value, which is to pform temporary consumption into stable consumption.

During the Spring Festival, there are more and more gatherings between friends and family, and most of the meals are mainly easy to get angry food. Therefore, JDB is more likely to become the first choice on the table.

Moreover, Spring Festival parties always need drinks, so the demand for gifts will become a blank market and highly relevant market of JDB.

This year, JDB increased the layout of gift giving advertisements and the layout of boxed gift boxes. From the supermarket's shopping situation, GDB's demand for gift giving this year has been recognized by consumers and has become a very prominent marketing case in this year's downward economic cycle.

create a unique advantage

the decline of the business cycle, though the overall market share growth will slow down or decrease slightly, does not mean that every enterprise's market share will drop.

In industries where the market concentration is not very high, as long as enterprises create a unique core advantage to attract consumers, they will have consumers' consumption stickiness, so there will be no big fluctuations in business cycles and even other benefits.

the hotel industry is more obviously affected by the economic cycle, but the concentration degree of the industry is not high. The impact of the economic cycle on the individual will not be obvious. If the number of the agreement customers is enough and the consumers' stickiness is very strong, the hotel's ability to resist the business cycle will be greatly enhanced.