Why do the world's 100 top enterprises decline in large numbers? This article explains it in detail for everyone.
Leslie Hanna, an economic historian, studies the giant enterprises in the world. Except for General Electric and Shell Group, which were the top 10 before 12, they remained in the top 10 in 15, and all the others fell out of the top 10 and the list of the top 100 enterprises in the world. 19 12 years, American steel company is the most popular enterprise, with 22 10000 employees. At that time, it was the largest and most dynamic market leader in the world, and 1995 fell out of the top 100 in the world. Now even the Fortune 500 companies have never seen him. Pullman and Shengjia have become yesterday's flowers. Shengjia's main product is sewing machine, but Toyota's original product is loom, but now it is a world automobile manufacturer giant. Westinghouse Electric Company, Kaidi Meat Processing Company and American Trademark Company were as famous as General Electric and Procter & Gamble at the beginning, but now only General Electric and Procter & Gamble have continued their competitiveness. And 19 12 Wan Guo, Python, J &；; Nobody knows about PCoats. And 43 listed in the book "Pursuing Excellence" by 1982? Excellence? List of enterprises, 1984, in which 14 enterprises have serious financial problems. Why did the world's top 100 enterprises experience a large number of recessions?
1, many experts believe that enterprises refuse to innovate, leading to a recession. I think this view may not be correct. For example, Sony, Panasonic, Kodak, Nokia, Ericsson, Alcatel and other enterprises are not without innovation, but advanced in technology. But the problem is that they are afraid of affecting their current hot-selling goods and profits, so they did not immediately launch innovative products. Obviously, technological innovation and the introduction of innovative products are two different things. Samsung did not launch a low-end smartphone last year, and its price dropped sharply this year. Samsung can find China OEM to make low-end mobile phones.
2. Some domestic science and technology companies say that they have technological innovation, but they are afraid to launch technological innovation products, for fear that they will not be the mainstream products of market consumption, and that they will be out of group and cause cost waste. The author believes that if you are too worried, playing differentiated products is the key to winning. If we add more functions to outdated technical products and bring them to market quickly, we will get hot sales. For example, MP3 and MP4, which were once very popular, have disappeared. If you add Internet access, microphones and projectors with audio batteries, then mobile movies and KTV will become good partners for traveling on weekends and holidays, and their sales will be hot. In addition, tablet toys beat Barbie, which has proved that the horizontal transfer of technology is as popular as sales.
3. Many enterprises will innovate in technology, but sales will only be channel sinking and e-commerce. There are also traditional TV advertisements that will follow up the local new product ordering meeting, and some will be held in major supermarkets, specialty stores, franchise stores, hypermarkets and department stores. However, there will be no unconventional and subversive innovations in sales, channels, services, marketing, packaging and styles, and innovative products are difficult to sell. For example, the domestic new energy vehicles are not sold now, and the result is that the sales of new energy vehicles are not ideal. It is not appropriate to blame the high price, low cruising range and lack of a large number of charging stations.
4. American steel enterprises have fallen into recession because there is no globalization, which is a mirror of China's steel industry. If China's steel industry still sets up factories in China instead of in India, Brazil, Indonesia, Africa and Russia, it will be the future fate of American steel enterprises. If American steel companies set up factories in many countries, American steel companies will still be among the top 500 enterprises in the world, and may still be among the top 100 enterprises in the world.
5. There are no experts who study the world macro-economy and industry economy, which leads to the blindness of enterprise expansion and innovative technology, and the strategy of launching innovative products is either too early or stillborn. As a result, the market share is declining, or the financial crisis, or excess inventory, or incompatible with global technical standards.
6. Why are some large enterprises prone to recession? Mainly because of the blindness of diversified investment, although there are board of directors and shareholders' meeting, it is difficult to grasp the future and have no ability to fully understand the reasons for the success of the enterprise. Because the success of an enterprise is achieved through comprehensive factors such as timing, talents, product vacuum period, consumption trend, economic prosperity, pricing, marketing strategy, etc., in fact, sometimes environmental factors account for a great deal, and as a result, entrepreneurs think they are fully capable of opening up the second battlefield and cultivating another global flagship product. Results Diversified investment, because the original industrial talents are all amateurs in new industries, even the professional managers hired with high salaries only copy the industry experience and management, lacking the experience of economic research and comprehensive and synchronous innovative research on enterprise sales, marketing, channels, services, brands, technologies, products, packaging and styles, which is the reason why only 80% of enterprises fail in diversified development. Li Ning brand has changed three professional managers, but there is still no way to save the recession.
To sum up, the development of enterprises is treading on thin ice. If they are not careful, they will give up their market position, blindly innovate, innovate but not introduce innovative products, diversify their investments, blindly expand factories, use professional managers, lack globalization, experts in macroeconomics and industry economy, innovative experts, subversive innovations and the desire of innovative products to adapt to the market, resulting in the rapid development of world 100 top enterprises. I also hope that domestic entrepreneurs will pay attention to these stumbling blocks and carefully let themselves fall out of the industry leader, the national 100 strong, and the national 10 strong. ;