1. Worried about "Wan Jiale"
Perhaps the original purpose of brand rental of Wan Jiale Company is to seek rapid expansion and performance return in the industrial field, and seek new brand value extension. However, in order to make profits in a short time and improve profitability, Wan Jiale Company adopted simple brand authorization, lacking objective market evaluation and effective brand risk management, especially overestimating the anti-risk ability of authorized enterprises. At the same time, only paying attention to the results without process monitoring makes Wan Jiale lose control of the production and sales of authorized enterprises, thus burying potential risks.
2. Lehua was renamed.
When Lehua Group entered every field, almost without exception, it chose the price weapon and knocked on the threshold by low price. In the color TV and air-conditioning market, Lehua became famous in the first world war and became a "death squad" that everyone feared. However, in the long run, the price war is to quench thirst by drinking poison. Although the market was quickly opened, it was Lehua himself who was ultimately hurt.
3. "Little Duck" put away its wings
1999 is the turning point of Xiaoya group. This year, Xiaoya Group entered the capital market, and then started large-scale expansion and mergers and acquisitions with the raised funds. From washing machines to water heaters, freezers, air conditioners and cookers, from household appliances to ERP, e-commerce, and nano-materials, Xiaoya Group's vision is getting broader and broader, and it has begun to develop in a diversified and diversified way. Once invested hundreds of millions of yuan to acquire assets unrelated to the main business, resulting in a large amount of cash solidification, which is difficult to digest for many years. As a result, in the case of serious oversupply in the market, Xiaoya Group was burdened with blind and rapid diversification, and was eventually crushed into a "sick duck".
4. "Xiang" joint venture.
Joint venture is not a panacea for China enterprises, nor is it the only way out for enterprise development; What is suitable for others may not be suitable for yourself, and development should take the road that suits you best.
5. "Business communication" is not easy
BusinessCom has achieved great success, and its models, such as channels, advertisements and practical styles of products, are also regarded as gods ... However, those once effective practices have inadvertently become a part of the subconscious mind of decision makers in Henderson Ye Wei, and have influenced the later thinking and decision-making models. The excessive infatuation with the previous model made "Shanglian" pay a heavy price.
6. "Sanjiu" lost its way
Sanjiu Group started with "999 Weitai" and mentioned "999". Consumers subconsciously first associate it with "999 Weitai". Later, "999" extended to beer. I wonder if consumers will feel medicinal if they drink "999 cold beer"?
7. "Hasi" retired.
In summing up Hasee's successful experience, Guo believes that Hasee relies on "good products, good planning and good team". In fact, Haci's marketing model is not a perfect system. It only shines in some aspects of marketing, but it is very weak in other aspects.
8. Thinking about the star advertisement of Golden Voice
The choice of advertising spokespersons is a very important issue, involving many factors, but the correlation between spokespersons and product attributes is the most basic principle. The subsidiary of Golden Scorpion chose C Ronaldo as the spokesperson, and "Golden Scorpion Throat Treasure" is the medicine for curing throat. C Ronaldo is a football star. Football uses his head and feet, and he doesn't need his mouth. What does it have to do with the throat?
9. How does Tong Ren Tang cope with the crisis?
We may still remember the story of "Zhu San", which was also caused by the adverse reaction of the product. Due to improper handling, in the end, "Zhu San" won the lawsuit, but lost the market and became a negative teaching material in the history of marketing.
10. "K of hearts" faded.
The rural strategy of Red Heart K Group is basically coming to an end, and the rural market is becoming increasingly saturated. Due to the low-grade sense of brand image communication, the urban market has always been the weakness of Red Heart K. At the beginning of 2000, Red Heart K began to explore the urban market, but the city is no better than the countryside. Here, Red Heart K met with strong challenges from competitors such as "Cher".
1 1. "Chef Mei" quit.
Since Meichu Food Co., Ltd., headed by foreigners, entered the China market, it has not solved the problem of "acclimatization" in terms of products, sales, costs and investment decisions, which is one of the fundamental reasons leading to the bankruptcy of Meichu Company.
12. "Ronghua Chicken" was defeated.
Since foreign fast food entered China, the contest between Chinese fast food and foreign fast food has never stopped, but on the whole, Chinese fast food has never effectively impacted the market share of foreign fast food. China, as a big cooking country, has a culinary culture tradition of thousands of years. Chinese fast food can provide local people with food and services that are more in line with the eating habits of most consumers, so it should have the upper hand in the market competition. However, over the past decade, foreign fast food has steadily occupied more and more market share in the fast food industry. We ended in failure again and again. Why?
13. Red Sorghum is dead.
At that time, Red Sorghum was popular all over the country because it firmly grasped the market opportunity: challenging McDonald's. The founder keenly captured the revival of China nationalism in the enterprise and social fields at that time, and used this emotion to create a big news hotspot. "Challenge McDonald's" is not that red sorghum has the strength and efforts to challenge, but that red sorghum needs to use this selling point to improve its popularity. In fact, the well-known Red Sorghum does not exist.
14. "the rising sun" has fallen.
The advertising words repeated by the rising sun are "rising sun, iced tea; Iced tea, rising sun "makes the brands of rising sun and iced tea completely equal, which is conducive to establishing the professional image of products, but also restricts the extension of future product lines." "After the Rising Sun Group launched black tea and oolong tea, the propaganda originally emphasized became the limitation of product development.
15. Jianlibao lost her virginity
The sales channel determines whether consumers can buy products smoothly. The channel is not smooth, and the spread rate of products in the sales terminal is not high, so it is futile to do advertising well. In the early stage of its development, Jianlibao relied on traditional channels-state-owned sugar and liquor companies and supply and marketing cooperatives all over the country ... However, since the mid-1990s, the pattern of commercial channels in China has undergone tremendous changes. Faced with this change, Jianlibao is old and weak.
16. "Fool" is really stupid
After years of infighting, fool melon seeds Group could not concentrate on the market operation. The "self-bombing" among brothers such as "Fool", "King of Fool" and "Nianshi" hit the "Fool" brand hard, and the market position of "Fool" melon seeds plummeted. However, new brands such as "Cha Cha" and "Lin Zheng" came from behind, leaving the scarred "fool" far behind.
17. "Guanshengyuan" crisis
Guanshengyuan all over the world fought back quickly and had a clear attitude, but the public relations of this crisis involved three main issues: how to effectively resolve the shock, doubt and despair of consumers? How to effectively rebuild consumer confidence? How to effectively establish brand awareness, brand trust and brand loyalty? These problems have not been effectively solved, and as a result, the market decline is out of control.
18. How does "Du Kang" solve the worries?
As a producer of Dukang wine, on the one hand, it should deal with the competition of other brands; On the other hand, we have to face a realistic problem: three Du Kang companies have spoiled the market by themselves-one Du Kang has gained upward sales momentum, and the other two Du Kang companies will soon follow suit, and the market will soon evolve into a "Du Kang War".
19. "Spring Capital" has fallen.
Product quality is the lifeline of an enterprise. However, in order to win the price competition, Chundu actually reduced the production cost by lowering the product quality, and the meat content was once reduced from 85% to 15%, so that employees of Chundu Group nicknamed the ham sausage they produced as "noodle stick". Chundu Group soon paid a heavy price for this, with its sales plummeting and its market share shrinking rapidly.
20. The myth of "Baixin" is shattered
Baixin's low-level family management mode is an important reason for the closure of enterprises. Baixin's finance is managed by Li's wife, and her education level is not high. Due to the lack of scientific capital operation, there is a large backlog of goods. Most of the people who manage dozens of shops in China for Li Zhongwen are his relatives and friends. These relatives and friends take advantage of their temporary lack of technology, openly and on a large scale harm the public interest, turn public affairs into private affairs, and greatly harm the interests of enterprises.
2 1. "White Dragon" lost its soul
A few years later, the boss of Bailong Company said this: "The era of being smart, giving an idea and finding opportunities by hook or by crook is over. If a person is engaged in speculative business, he does not have the capital to stand on for a long time; If a person always chooses a career with a speculative attitude, he will never grow up; If a person always wants to fool others or even the world, he will eventually be deeply fooled. "
22. "Vigor 28" is no longer energetic.
According to the group's sales policy, the sales staff of Vigorous 28 Group are only responsible for sales, not for loan recovery, and they get commission regardless of whether the account arrives or not, so a large number of products are shipped under strong advertising (but only reach the wholesalers' warehouses, and most of them do not reach consumers). By the end of the year, the group's debt clearance team found that bad debts and dormant accounts were all over the country. By 1996, Vigor 28 had been seriously short of liquidity and had difficulties in operation.
23. Why not send "My8848"?
My8848' s biggest mistake is that it didn't effectively use the e-commerce website to attract the attention of a large number of users and didn't bring new profit growth points. It is more difficult for suppliers of e-commerce companies to establish credibility than traditional shopping malls. In order to make the channel stable, the only way to establish credibility is to keep the settlement smooth at the initial stage of cooperation. Because once the funds are tight, the supplier's account period will be tight immediately. These problems are all loopholes immediately after the funding of My8848 is difficult to get in place, and it is finally difficult to make up.