Strategic achievements: since 20 12, the positioning strategy of "delicious" has been adopted, but the development has stagnated. From 20 15 to 10, the sales of the former king of milk tea decreased by 24%. "Good to drink" is the cognition of customers rather than potential customers, and it is impossible to open new customers, and the category quickly hits the bottleneck. From 20 15 to 10, coffee was repositioned as a competitor, demanding "a little hungry and a little fragrant". Only two and a half months later, the annual sales increased by 5% year-on-year. "Hungry and sleepy" has also become an online buzzword. By 2065438+September 2006, the sales volume of the Senior Cup increased by 49.2% and the sales volume increased by 56.6%.
Second, Yadea electric vehicle: Yadea, a higher-end electric vehicle.
Catch up with the former boss for half a year, get rid of the bloody battle of industry prices and successfully go public.
Strategic achievements: Since Yadea entered the field of two-wheeled electric vehicles in 2005, it has long faced the repression of the former industry leader in sales volume. In 20 14, the sales volume was nearly150,000 vehicles behind the former industry leader, and at the same time, it was caught in a price war due to the homogenization of competition. 20/kloc-in March, 2005, according to the competitive situation, it was repositioned as a "higher-end electric vehicle", and the operation configuration was redesigned around the positioning. Annual sales increased by 20%, and middle and high-end sales increased by 80%. Sales volume and profit greatly surpassed the original industry leader and became the industry benchmark, and landed in Hong Kong stocks on 20 16.
Third, flying loans: mobile APP loans that can be borrowed and repaid.
After five months of strategic implementation, the credit line reached 654.38+0 billion.
Strategic achievements: In 20 15, Dai Fei and Junzhi made strategic transformation from traditional financial enterprises to mobile Internet, creating the world's first loanable and repayable mobile APP loan, and promoted it to national key markets at the end of February 20 16. In just five months, the credit of flying loans exceeded 65.438+0 billion, the peak value of daily loans exceeded 65.438+0 billion, the loan balance exceeded 3 billion, and the number of users exceeded 3 million, surpassing thousands of competitors and becoming the fourth largest Internet loan enterprise after Ant Financial, Microfinance and Pingpuhui.
Jane marble tiles: High-grade decoration, no marble, use Jane.
Three major battles subverted the industry, and China manufacturing went global.
Strategic performance: Jane 20 15 experienced negative growth for the first time. With the assistance of Junzhi Consulting, 20 16 repositioned itself and put forward "high-grade decoration, replacing marble with simple one", and launched three major campaigns: advertising communication, plain code and real price, and effect marketing. With the decline of the whole industry (20 16, building ceramics industry,
He Fei milk powder: Milk powder is more suitable for China baby's physique.
Strategic achievement: He Fei milk powder was established in 1962, and it is one of the earliest milk powder enterprises in China. In 20 14, He Fei encountered development bottleneck, on the one hand, it was difficult to win the choice of mainstream urbanites, on the other hand, He Fei faced strong pressure from imported milk powder; In the domestic milk powder camp, He Fei is one of the leading brands, but there is still a gap with Yili and Beinmei in scale and brand influence, and it has not completely got rid of the follow-up of Shengyuan and Yashili. On April 20 15, it was clearly defined as a milk powder more suitable for China baby's physique. In June of 438+00, He Fei's positioning strategy was fully implemented. By February, 20 16, the positioning of He Fei had aroused widespread concern in the market, and the sales of high-end series increased by 50%, ranking first in domestic milk powder.