凋落的民族之花活力28興衰之旅（litter national flower tourthe rise and fall of power）

1、凋落的民族之花-活力28興衰之旅（Litter national flower Tour - the rise and fall of power）Litter national flower Tour - the rise and fall of powerIn 1998, in a survey on the cognitive rate of washing powder, the top of the list was not Tide, secret advertising and other everywhereForeign brands, not white panda, th

2、ese old state-owned enterprises washing powder. The 100% cognitive rate is on the marketNearly one or two years of power loss. As an important milepost Chinese washing powder development process, a system of powerThe column is brilliant, people still remember, when asked the respondents, everyone wi

3、ll mention that the popular "vitality 28, Shashi"Daily chemical" advertising words, will sing a few "one to four" advertising song.Also in this year, the new slogan "activity still accompanies the vitality of advertising in the province of Taiwan high densityPlay. Compa

4、rative advertising this imitation of Procter & Gamble although not how outstanding, but let people remember that power, people think live28 and the breakthrough.In 1999, the listed company issued power loss announcement, attracted public outcry. A blue chip enterprise listed for three yearsThe i

5、ndustry suddenly lost enough to wipe out the past three years. Then, the CSRC has made a series of issues related to its related transactionsA fraudulent act; serious criticism. The Daily Star of the securities market has become a negative example. People think it's impossibleAmazing, advertisin

6、g play well, can be seen everywhere on the power market, how the loss?In 2000, the vitality of 28 officially hung ST, the same year, the major shareholder of Shashi SASAC equity will be formally transferred to the local dayShares, ST vitality subsequently renamed Tianyi technology, and the daily che

7、micals from Listed Companies in the good assets stripped out. Thus far,The extraordinary power walked the short course of rapid decline and A new force suddenly rises., unusually, silence in the successorSet off a wave of daily chemicals.Why is a company called "the pride of the nation" en

8、ding like this? Let us go into the vitality of the rise and fall of the trip,To savor the taste of the joys!One, success: an awkward transformation?Bring power, had to go back to 1951, the company was named by Li Xiannian just a Shashi oil refinery,And after the production of washing powder is irrel

9、evant. The first step in the Japanese factory extension, but is that oil waste discarded poleUnfortunately, it was processed into soap, as a supplement.The success of an enterprise, media reports (including their own propaganda) have revealed a visionary to peopleThe attention of the moving picture:

10、 business leaders how to, how to find business opportunities, and then into a perpendicular and horizontal.The enterprise of work shows itself in front of the public. This situation is not uncommon in the current corporate reports. And really explore oneThe success of the enterprise, especially when

11、 the market competition is not enough in 80s, will find that the decision of the leaders doesIt's important, but there are a lot of casual factors that are often overlooked. For example, why choose power 28Choose to do laundry powder, why choose the super condensed laundry powder, why the decisi

12、on of enterprise so one upmanship? Go deep into understanding,It was embarrassing to see this kind of "pioneering work"!In the middle of 80s, Shashi oil factory was faced with enormous pressure to survive, because of the macro control of the country, the price of raw materialsUp, profit sp

13、ace is getting smaller and smaller. For the first time, the leaders felt the burden was heavy. The factory is in urgent need of a new product to supplement,Otherwise, the prospect is worrying. Just, what is it good to do?The annual Canton Fair brought an opportunity to the Shashi oil factory. A comp

14、any in Holland provides a laundry detergent formulation,With strong detergency, less dosage, super concentration and other characteristics, I hope to transfer to the domestic laundry powder manufacturers. Maybe it feels like this recipeIt will bring a turning point to the crisis of Shashi oil factor

15、y,The day after the power manager Teng Jixin flash, feel it isSo they organized the troops to do research and development. And other washing powder manufacturers do not have too much heart, the results of the formula to make this bookIt's not the "horse" that made the laundry powder. S

16、uper condensed laundry powder has become a new way for Shashi oil refinery to settle down.The naming of power also has a lot of argument. Some people say it was because the recipe was developed for 28 days,Some people say that there are 28 elements in the laundry powder, and some people say that 28

17、people formulated the formula. The real reason is thatIt is named the advertising company in Guangdong, where people and superstition 8, homophonic called hair, so the power of this nameIt means that manufacturers and businessmen make a fortune together. This combination of digital names is very rar

18、e in the domestic products to dateSee, the name also has special power remains one reason in the memory of the people.If the power to choose super condensed laundry powder is a kind of forced transformation (need to find something to maintain), so,The real power of success, is not due to leaders of

19、vision.The vitality of the market road, began to go very hard. Just now, the clerk with a bag, wearing emancipatory shoe, walkThe street lanes are tried out. At the hotel in Shashi, work with the laundry staff and wash them at four o'clock in the morningClothes, witness the effect of laundry pow

20、der together. Sweat and tears all over the land, also let the power of super concentrated laundry powderThe prospects have great confidence. But to do so, the effect is not large, the vitality of sales or a pool of stagnant water. How to make consumptionDealers and distributors quickly accept this n

21、ew product?As policymakers, the vitality of Mister Teng Jixin after a lot of thinking, look at the CCTV ads.In the early days of the reform, the advertising was not so popular as it is today, and the advertising consciousness of the manufacturers was also very weak. Teng Jixin found that onlySome ma

22、nufacturers advertising is very common, but it has been firmly remembered by the people. In addition, there is no daily chemical manufacturers advertise.There must be a power play!This startling move, because want to bank loans caused the attention of city leaders. National funds, right hereLike a f

23、ew seconds of advertising on TV, who dare to risk, who will shoulder responsibility? Faced with life and death opportunities, Teng JixinPersonal courage to get this expensive advertising loan. It also die, die with vigour and vitality.Of course, power is not dead. From advertising that day, the vita

24、lity of 28 people suddenly found that more and more people pick up,The truck was from the factory gate to Jingjiang levee. Many years later, the vitality of 28 people brought this spectacular scene, without feelingMyriad. Teng Jixin also showed another vision at that time, which was to give the adve

25、rtising plan to the full agency of the advertising company. One byGuangdong Zhicheng advertising company creative vitality of a more than four advertising, with its unique form of advertising songs, pocketed the people's noteWill power. Not only power, even Zhicheng advertising because of this a

26、dvertisement from the downwind downstream, so far Guangzhou has become the ten largest advertisingList of companies.The power of advertising is like a heavy bomb, waves in a calm day, "one in four" advertisingSong is a household name. People buy washing powder named to the vitality of 28,

27、each department came to the station signed a purchase and sale agreement. vitality28 rapidly selling all over the country, the media at home and abroad have reported "create a new era of history", Hongkong called "the treasure of China",National pride". Since then, the vital

28、ity of 28 like a ramped up train, leading the forefront in cosmetic industry, become theGood brother.The vitality of success, but some accidental factors indispensable but plays a vital role:1, changes in the social environment. Under the planned economic system, people's consumption and use are

29、 unified by the state, no matter whatSelectivity. For a long time,But not much. PU powderBrand "horse brand" only in Sichuan has a certain market. The market layout is too single, so that the future economic contraction, consumersAfter the turn of cheap PU powder, to power a devastating bl

30、ow.2, the single sales channels. As the main city, laundry powder is sold by local department stores. With the market economyThe arrival of some private economy, the rise of wholesale power, lying on a chair to sleep, the results until the Department Station have disintegrated,It suddenly feel their

31、 own sales channels have lost overnight!3, the rigidity of market concept. For the absolute trust of the successful experience in advertising, changes in the market economy, the vitality of 28Neither go out to see the huge changes in the market, but also not deeply aware of the blow on the face of t

32、he crisis, but also stick to the success of the pastThe old paper piled on the floor, suddenly want to participate in the fierce competition for the market, helpless!4, the low quality of personnel. Now enterprises are to flaunt younger team proud, and the vitality of the sales staffOnly seven or ei

33、ght, the education level is not high, but also carries on some simple sales, what market planning, for this enterpriseThat is out of!5, a large number of dead dead account accumulation. When the power sales policy now seems surprisingly good, the sales staff soldGoods, regardless of the account to o

34、r not, take the Commission Award, by the end of the year, the company set up a special group to collect throughout the countryMoney. Responsibility and rights are not mutually restricted, let a lot of bad debt, bad debts piled up, finally let this huge group is no longer positiveChang yun.In 1994, p

35、ower sales reached their peak in history: 90 thousand tons. I thought I could continue my brilliant careerThe vitality of 28, before this year, stepped down from the altar.Three, joint venture: a forced feat?Washing powder into foreign Chinese, the number one rival lock for the famous power 28, afte

36、r a series of analysis and demonstration,Ready for a fight at outrance struggle, and it is found that this seemingly powerful opponent's body had already started to decay, aThe war was not yet started, and ended with an opponent's sudden death.A lot of enterprises and power in the same way s

37、ummed up the reasons for their failure, do not forget to add such a sentence, that isThe strong offensive of foreign capital makes the domestic enterprises hard to resist. Is that true? In fact, the entry of foreign capitalIt's nothing but exposing the real face of state-owned enterprises.After

38、1994, the power, the bad debts of nearly one hundred million. Serious shortage of liquidity, new projects have died againIn the belly, the sales of washing powder for fist products began to decline. The grim business situation is worrying. How to find a breakthrough,Be full of vitality? Think of the

39、 power market. The most direct and effective way was rejected by the city government. The reason is very simpleSingle: so excellent enterprises should be listed, so many enterprises in urgent need of funds how to do? Only to swallow their own bitter fruit, thinCamel is bigger than a horse, the power

40、 companies in the country or outwardly strong but inwardly weak after all side majestic-looking banner.Helpless, the joint venture power 28. Not ashamed to sound but in a condemnation of national brands like foreign capital, liveForce 28 found an unknown joint venture, which is now not well known in

41、 China: the characteristics of the state of GermanyCorporation. The joint venture is the main power for the money, but also keep the national famous brand, too embarrassed.96 years later, a lot of bargaining power, brand and production equipment together with the price of 70 million to set up the st

42、ate characteristics.When Meijie company. Dramatic is, three months later, power was approved.There are many factors in it. Because of the vitality of recession, many workers dissatisfied, all kinds of anonymous letters to the municipal government,Provincial government。 The result is: Teng Jixin sudd

43、enly class. A few years later,The former leader in cosmetic circles all-powerful,.From an interview with the media, still showing to the bigong heart. But no matter what, one is on the declineThe only thing the government can do is exchange money. The power naturally can not be spared, today is not

44、a ChanghongLike the history of the recurrence? It is because of this change, let the government see the energy crisis. This is a vital enterprise for ShashiThe industry can't have what mishap, then listed suddenly dense willow trees and bright flowers.For power, a joint venture with the market s

45、eems to be swept away the haze, money king bright. But after a brief joy,It was found that a washing powder production equipment with zero depreciation rate in 50s was a group of laundry without trademark namePowder, is waiting for the market to open up sales channels, is also a new starting point t

46、o discard the.High multimedia and industry evaluation of joint venture power, and many well-known brands in different foreign,The joint venture power lost card was not really a good start. If all this goes according to the plan, that's all right, but the truthOn the top, and after the death of j

47、oint venture when Meijie is not in contact with, in addition to the group board meeting, the German two party did not smellNot ask. Let the power group feel pain, after the joint venture company out of the year when Meijie is just a loss reportTable. The thought of power in the name of the foreign b

48、orrowing from a potential full of gold, but is to bring more losses. from then onThe two companies have been in dispute over the contract. According to the agreement, each year for power when Meijie brand into a nearOne hundred million ads, production can not be less than the required number, otherw

49、ise, 50 years of brand use right will be automatically recovered by the Chinese side. WhenHad to fight power group did not go really crowded, in 1998 the municipal government's intervention, and also when Meijie beganThe power of advertising.Negotiate a joint venture for more than two years, alm

50、ost power in production, workers float, to stay in or go to the German hesitationNever mind, no work, not to mention marketing. It is precisely in these two years, the market competition is unprecedented fierce, many enterprisesIndustry such as bamboo shoots after a spring rain emerge, the vitality

51、of the market share plummeted.Arguably, with a large amount of money, the first working group power should be the introduction of a new washing powder production equipment,At the same time, analyze the market layout, focus on what place, city or country, how to establish the marketing system. But, h

52、andHolding a lot of money, the second President Lei Shizhong did not want to work on the daily chemical, want to do something else. As a result, it costs millions of dollarsSexual lunch box production equipment, has not officially started, it is found that the quality of finished products is serious

53、ly not pass. Join the new power washing machineDespite repeated emphasis on "big wave wheel, big effort", but also failed to change the pro gaze of consumers. The pharmaceutical companies known as high profits, howeverThe cost price is higher than the market price! Finally, a lot of silver

54、 was replaced with a lot of scrap iron. Listed in just three years, a fewBillions of dollars was gone.At the same time, Lei Shizhong embarrassed found that he did not want to do the daily chemical industry is still difficult to support the entire enterpriseTurning, has become the source of survival.

55、 But as another new brand, "boll", has not yet bloomed, there is no way to fall.Pohl comes from the dynamic English POWER homophonic, wanted to reproduce the vitality, but congenital ischemia makes it difficult.1, the market competition is very fierce, the city market is guarded by foreign

56、 capital, the rural market private enterprises compete for, advertising campaign, priceCell warfare and sales promotion are in full swing. Paul wants to attack the city market with concentrated powder, but a lot of sales costs put it in the eyeStep, rural market before also did not have whole heart

57、to manage, there is no ready-made sale channel.2, the sales policy is harsh. With the changes in the market price in the sales environment, power group still adhere to the production-orientedThe old pattern is produced by daily chemical plant,Sell it to the distribution company after pricing. In the

58、 absence of advertising, there is no great strengthSales policy, but also dealers cash spot, so that the strength of the daily dealer is reluctant to accept Pohl.The results, finally found only on the vitality of 28 (AD admired, when Meijie) would like to borrow some operating powerDevelopment of non target dealers. In the days after the sales staff to ensure sales power can promise, according to market segmentsThe principle must start with bohr. This kind of lie ha