Who knows the most striking feature of consulting industry?

Consulting industry has developed in China for more than ten years. I have been working in the consulting industry, 30% is consulting and 70% is platform. Have a certain understanding and research on the profit model of consulting industry.

A few years ago, there were few consulting companies, and a few ideas could make a lot of money. Now consulting companies are mushrooming, so it is very popular to say that consulting companies are difficult to make money. How should consulting companies make money? What is their mode of making money? It is a common concern of all.

Characteristics of consulting industry

Before talking about the management model and profit model of consulting industry in China, let's summarize the basic trend of consulting industry. I think the management consulting industry includes at least two aspects: management consulting and management training. There are five main features:

● Quick. At present, the consulting industry presents a rapid, professional, multi-directional and large-scale development trend.

● Specialization. It is characterized by professional subdivision and more and more meticulous service. For example, in a four-star hotel, the waiter almost changed the water wrong and the process was wrong. This is the business opportunity of our consulting industry. Consulting in the service industry can achieve sales of1.200 million in a small field.

● More. More is multi-party cooperation, and now cooperation is a trend. After an expert and a consultant set up a consulting company, it is very difficult to develop through their own replication, and they need to become bigger and stronger through the way of partners. One of the characteristics of consulting companies in Taiwan Province is that they don't do much in Chinese mainland, because most of them appear as consultants. If you want the consulting enterprise to succeed, you must integrate resources through partnership. Now some people do projects, some people do channels and some people do services, which is characterized by specialization and process.

● Fourth, big. The consulting industry is growing in scale and influence. Consulting, like traditional industries, has begun to have an impact on the national economy. Take Shenzhen Global Gold Card as an example. Shenzhen * * * has 200 global gold card members, and one of our consulting companies has five. In terms of business area, Xinhua letter has reached a scale of about 5000 square meters.

● Five heights. High wisdom, high difficulty and high income. The requirements of customers are getting higher and higher, the difficulty of projects is getting higher and higher, and the income of consulting industry is getting higher and higher. It is said that a professor in Beijing owns tens of millions of luxury houses and is an expert in consulting industry.

These are the five characteristics of the consulting industry. To sum up, the consulting industry is about to enter the brand era through the era of ideas and solutions, and some excellent consulting company brands have been formed. In addition, no matter how good the product is, the profit model is not good, and the operation model is not good, you have no competitive advantage at all.

Positioning mode of consulting company

To understand how consulting companies make money, we must first understand what kind of money you want to make. Not all money is suitable for earning. As the saying goes, the wolf has its way, and the snake has its way. First of all, we must understand the positioning of consulting companies. In short, consulting companies have nine orientations:

● Positioning of prestigious schools. For example, the founders of Peking University Zongheng Hejun have a certain background of prestigious schools.

● Wulin positioning, selling big brothers. The representatives here are Ye Maozhong and Kelly.

● Famous family positioning, sellers and famous enterprises going to sea mode. Huawei has people like Hu Hongwei and Zhang Jianguo. Liu Chengyuan, deputy general manager of Ricoh, and the management expert from China, who has the highest achievement among Japanese enterprises, all have their own core advantages and competitiveness.

● Jianghu positioning, selling unique skills. Song Xinyu came back from Germany with a set of strategies and sold them for several years, which is also a good idea. For example, Gaotian Company in Hong Kong has done a very good job in service consultancy. After you talked to them, no one chose the second one. They did it very carefully, and both McDonald's and Kodak chose to cooperate with them.

● Taoyuan positioning. It's just a few people working together, and everyone is integrated. For example, Shenzhen Ougude specializes in consulting services for global call centers.

● Water margin positioning, selling people's heads. Partner model, like Xinhua letter. It is a model of a small boss and a big manager. The boss is not very prominent, but highlights his manager's level, big, strong and versatile.

● Husband and wife positioning. Is it related to the media or the association? The cooperation between evergreen tree and MBA lecture hall in Ji Ye was very successful.

● Government positioning, selling background. Is to give advice to the government, such as the comprehensive development research institute, that is, China brain bank, focusing on government consultation.

● ISO9000 certification positioning, selling coolies. Every day, thirty or fifty telemarketers call to scan customers. After 5000 phone scans, there is hope for 500 times, and the business manager will follow up. The remaining 50 sincere consultants will sign the bill. This set is also good, but now the consultant certification industry, the price is very low, really selling coolies, very hard.

Consulting company's profit model

Everyone is most concerned about the profit model, that is, what model to choose to make money. Bosses in other industries can also learn from this profit model. This is completely a concept of profit model, which does not represent any morality. It is not my research topic to study whether they can make money and why.

Generally speaking, the consulting industry can be divided into 12 profit model.

1. Missionary mode. Is to spread the management thought to his students as a religious belief, and the representative of this model is Cai Hui Company. They sell faith. It is said that there are hundreds of millions of sales every year and the profit model is very successful. In 2000, their income has reached 60 million. Another feature of it is to join the chain and find franchisees all over the country. The training in Cai Hui is divided into three stages, and the training fee per person is more than 20,000 yuan. There are tens of thousands of students now. This is a very strange company. Some newspapers criticized them: Is it training, pyramid selling or religion?

2. Membership card mode. Membership card model is a typical successful model that appeared last year, and its representative is Cheng Ju Company in Shenzhen. Cheng Ju Company provides 65,438+000 or 300 training services for each enterprise through the membership card mode. Take the annual card fee of 20,000 as an example. He sells 2,000 cards, which is 40 million. The exact amount is unknown. The training of Cheng Ju Company has a scale of more than 800 people, and it is developing rapidly.

3. diploma positioning. That is to sell official seals. Their advantage is that they have certificates and, of course, training. The emphasis is on certificates, like many certifications and qualification certificates. Issuing certificates is also very popular, and professional manager certification and enterprise manager certification have also sold a lot of money.

4. Entertainment positioning is like selling games. The representatives here are all people, making money through outdoor expansion.

5. Tourism mode. It is to sell famous enterprises, such as visiting Haier, Galanz and Wenzhou.

6. Performance mode. Is to sell packaging, the most representative is Chen Anzhi. It is not profitable to sell training as training, but it is profitable to sell training as a product or service that our customers need. There is a characteristic in selling packaging. Successful teachers always succeed, but students never succeed. However, it is undeniable that it has a positive effect and gives people some incentives. Some people are always confused.

7. Department store mode. It is to sell training as radish and cabbage in the supermarket and as health care products. The representative here is DreamWorks, which specializes in selling Chen Anzhi's CDs and has developed rapidly.

8. Image mode. Sell personal charm and famous brands, such as Professor Yu Shiwei and Professor Ceng Shiqiang. Yu Shiwei once reached the scale of Changsha10.6 million people.

9. Relationship model. Selling lively, such as Guangzhou Yice Company, South China Human Resources Club and Marketing Club, is a club form run by Li in South China. Thousands of units, including Procter & Gamble, are their members. They are very lively every time and earn a lot of money every year.

10. Westernization mode. Selling foreigners' brains is selling foreigners' brains. For example, extreme power company and Mackenzie company are all in this category, but the repeatability of this category is very poor. Did everyone get anything from Welch? If you get anything, it's no use just listening to foreigners for the time being.

1 1. Network mode, selling information. Such as China Enterprise Management Network and China People's Network.

12. University model. Relying on some universities to hold EMBA seminars and sell signboards is also very successful. Tsinghua, the MBA class of Peking University, has made a fortune.

* Li Chaoshu, Executive Deputy Secretary-General of Shenzhen Management Consulting Industry Association, founder of the Consulting Industry Chamber of Commerce of the All-China Federation of Industry and Commerce, Executive Vice President of China Famous Business Administration Society, General Manager of Shenzhen Chuangzhuo Enterprise Planning Company, and practical expert of private enterprises.