Chapter 20 Chapter 20 The Dilemma and Way Out of Mercenaries

Chapter 20 The Dilemma and Way Out of Mercenaries Those who are driven by others are slaves, and those who are respected by others are guests.Those who cannot gain a foothold are temporary customers, those who can gain a foothold are long-term customers, and those who have been customers for a long time but cannot be in charge are low-level customers.If you can be in charge, you can gradually grasp the secrets and become the master. -- "Thirty-Six Strategies: Anti-clients" we are a mercenary It is said that Royal Family's human resources training has been quite effective. Not only has the company's appearance been completely new, but its brand awareness and sales have also increased steadily.Liu Bei, the general manager, was secretly proud of himself. Although "three visits to the thatched cottage" seemed a little low-key, it made a difference with or without Zhuge Liang.Zhuge Liang warned him: "Our business has just started, why do you look like you don't want to leave?"

Liu Bei said: "It's my son who doesn't miss Shu so much, why should I not miss Shu too much?" Zhuge Liang said: "According to the strategic plan formulated by you and me during the Longzhong countermeasures, Royal Family Company will annex Jingzhou Group and Yizhou Group with camel tactics, and develop into one of the three major group companies in the country. Among them, Jingzhou Group is just around the corner, and Yizhou Group The group is far away in Sichuan, without lofty ambitions. Isn’t Longzhong’s strategy just a dream? If there is a small improvement, you will be complacent. What is it if you don’t think about Sichuan? Please forgive me, if you don’t think about Sichuan today, your son will never have the opportunity to think about Sichuan.”

Liu Bei changed his face in awe, and said: "Sir, what you have learned is true. However, the camel art of war is ingenious, but it is a macro strategy. In terms of specific methods, how should we act?" Zhuge Liang asked: "Do you know why Liu Biao, the president of Jingzhou Group, asked us to be the general distributor of Royal Color TV?" Liu Bei said: "President Liu and I are clan relatives, did you take care of me specially?" Zhuge Liang said: "This is not the main reason. If you are incompetent, you will not be taken care of even if you kiss more."

Liu Bei asked, "In your opinion?" Zhuge Liang said: "Because Jingzhou Group currently lacks a leader like you who can expand its territory in the market. Marketing is a very professional job, which requires not only the vision of judging the situation and the courage to take risks, but also A team that can recruit and fight well. In this respect, it happens to be the advantage of you and Royal Family Company. Therefore, because they are eager to sell products and because it is too late to cultivate their own marketing team, as an expedient measure, Jingzhou Group chose you and your company. The Royal Family Company is a mercenary entering the color TV market. Once the time is right, it will definitely replace you with its own direct descendants."

Liu Bei nodded and said: "I also know that I am a mercenary, but I am not as far-sighted as my husband thinks. However, after nearly two years of operation, Royal Family Company has established sales outlets all over the country. If Jingzhou Group wants to It might not be so easy to change the course, right?" Zhuge Liang said: "If the Jingzhou Group wants to change course, it will naturally have a careful arrangement, and we have to guard against it. Even if Liu Biao is willing to maintain a long-term cooperative relationship with us, we will still be squeezed by both the market and the Jingzhou Group. Press it, if it is not done well, it will be pressed into a meatloaf."

Ten Risks of Dealers Liu Bei asked nervously: "In Mr.'s opinion, what risks do we still have at present?" Zhuge Liang said: "The market is like a battlefield, and there are many risks. For dealers, there are about 10 kinds of risks." Liu Bei looked at Zhuge Liang devoutly and said, "Sir, please tell me." Zhuge Liang said: "The first risk is that there is a problem with product quality. Once the product quality problem is found at the sales terminal, the situation will be quite troublesome. Not to mention the loss of reputation, it is enough to deal with the headache. Even if it can be successfully If you return the goods, you will also lose the cost of sales, bank interest and return shipping costs paid in the early stage.”

Liu Bei said: "In order to avoid this kind of risk, the acceptance of goods is the key. But in this way, we will increase the salary cost of the inspectors. Moreover, where can we find inspectors who are both technically savvy and responsible?" Zhuge Liang said: "Even if there are competent inspectors to check, quality accidents will still inevitably occur. After all, we cannot be responsible for the procurement of raw materials and technical problems of the products. I have paid attention to it, and there have been seven or eight color TV explosion accidents this year. Yes. These quality accidents have caused quite a negative social impact, leading to a sharp decline in sales. This is the second risk that we cannot prevent."

Liu Bei nodded and said: "The upstream is responsible for technological research, and the downstream is responsible for market research. We are downstream. For us, this kind of risk is indeed impossible to prevent." Zhuge Liang said: "The third risk is lowering product prices. Due to the price war, the dealer's shipping price is lower than the original purchase price. Therefore, they can only fall into the black hole of loss." Liu Bei said: "Following my husband's instructions, I have already talked to Liu Biao on the phone. He said that we should have a good talk when he is free. This kind of risk can be resolved."

Zhuge Liang said: "The fourth risk is that the phenomenon of falsified goods disturbs the market. Although we are the general distributor of Royal Color TV, there have been several incidents of falsified goods with unknown origins in the market. It is not clear that our own outlets issued papers. Leakage, or the manufacturer opened the mouth." Liu Bei sighed and said: "When something like this happens, we can only do more self-examination. Even if there is a problem with the manufacturer, unless there is real evidence, you can't talk nonsense." Zhuge Liang said: "The fifth risk is that the manufacturer's supply is not timely, which delays business opportunities and prevents investment from getting output."

Liu Bei said: "This aspect can only be resolved through coordination as much as possible. Tongues and teeth sometimes fight, how can it be satisfactory?" Zhuge Liang said: "Because the market competition is becoming more and more fierce, the amount of advertising investment will increase. Therefore, the sixth risk is the funds we have invested in advertising expenses. If Jingzhou Group cannot honor the advertising expenses in time, our liquidity will be reduced." Money would be in trouble." Liu Bei said: "The Jingzhou Group has a heavy bureaucratic habit, there are many links for reimbursement, and the work efficiency is slow. This kind of risk is hard to avoid."

Zhuge Liang said: "The seventh risk is that individual second-tier distributors or retailers open up the market with genuine products and make huge profits with fake products. And second-tier distributors or retailers will also bring us the eighth risk, that is, default in payment Risks caused. Arrears of payment will not only cause difficulties in our capital turnover, but also may not be able to recover. Especially retailers, the ability to resist risks is weak, and thousands of retail stores are closed every day. " Liu Bei said: "That's right, if they deliberately cheat the goods, they will bring us a ninth risk." Zhuge Liang said: "The tenth risk is that the manufacturer crosses the river and demolishes the bridge. Once the Jingzhou Group finds a dealer who can provide more support for it, or it prepares to operate on its own, the country we have worked so hard to build will be handed over to others." Liu Bei asked with some hesitation: "The ten risks that Mr. said are specious, right? Otherwise, every step like this is a risk, wouldn't it be frightening?" Zhuge Liang said: "You are the general manager and legal representative of the royal family company, and you have more personal experience of these risks than I do. Speaking of which, the Jingzhou Group is a family with us, and the division of labor is different. But in fact, some things are ours. , They rushed to do it; we didn't get involved in their affairs. Why? Not enough trust. Why not enough? Isn't it because of the risk or for safety? " Liu Bei said: "Manufacturers are forced to do what the merchants do, and merchants are forced to do what the manufacturers do. This phenomenon seems to be very common, and it doesn't just stop between you and me, right?" "However," Zhuge Liang said resolutely, "until the ten major risks are eliminated, we will still be unable to let go of our steps. If we take big steps, we are afraid that we will not be able to stop our feet, and we will suddenly fall into a trap. But we are always like a woman with small feet. If you walk like this, I’m afraid you will never become a master.” Three top, middle and bottom strategies to deal with market changes Hearing Zhuge Liang's words, Liu Bei felt his heart burn, and said, "I heard that there are three kinds of people in the world. One kind of people can grasp the social trend and take the lead in changing, and this is the person who leads the change; the second kind of people can perceive the change. The third type of people who are overwhelmed and at a loss in the face of changes are those who are about to be eliminated by the changes.I also know that there are turbulent waves in the market, and if things go on like this, the situation will inevitably change.Rather than being eliminated by change, it is better for us to lead change ourselves.It's rare for Mr. to worry about the company's future like this. Please ask Mr. to think of a perfect plan. " Zhuge Liang said: "I have three strategies: upper, middle and lower. As for which strategy is suitable, Mr. Liu has his own opinion after listening to it." Liu Bei bowed his hands respectfully and said, "Please tell me the best policy." Zhuge Liang said: "The best policy is to go the way of OEM." Liu Bei asked: "What is OEM?" Zhuge Liang said: "OEM is the English abbreviation of Original Equipment Manufacturer, that is, a business activity in which A company puts its own trademark on the products of B company for sale. There is also ODM (Original Design Manufacture), that is, A company owns its own technology. and design, Party B is only responsible for processing tasks. For Party B, only responsible for the production and processing of other people's products, and then paste other people's trademarks, it is OBM (Original Brand Manufacturer). We can start with OEM, and then gradually Over to ODM." Liu Bei said: "The OEM you mentioned is OEM, right? I heard that OEM machines have a bad reputation. Customers think that the origin of OEM machines is not authentic, because they are not genuine machines after all." Zhuge Liang said: "Didn't you say that upstream companies are responsible for technological research and downstream companies are responsible for market research? Although OEM has difficulties in product quality management and cost control, its biggest advantage is that it can give full play to the collaboration between enterprises. Comparative advantage is conducive to cultivating our core competitiveness." Liu Bei said: "Xinye is originally a cooperative factory between us. If you say you want OEM, don't you want to change the way of cooperation?" Zhuge Liang said: "The reason why Xinye Factory has the dry stock of Royal Family Company is because you single-handedly supported the launch of this project. However, dry stock is dry stock, but it is just a number in the profit sharing plan of Xinye Factory. That is to say, Although it is still a cooperative factory between us in name, you have no right to control the situation except that it has a little financial connection with you at the end of the year. Cai Mao, the vice president of Jingzhou Group, has repeatedly threatened Xinye The factory's profit distribution is unreasonable, isn't it aimed at you? If we don't judge the situation and make a decisive decision, we will definitely be calculated by others." Liu Bei said: "That's right, this Cai Hao is indeed against me everywhere, and once forced me to leap across the Tanxi River. It's just that I still have doubts about this OEM plan, so I can discuss it later.Please tell us your strategy first. " Zhuge Liang said: "The middle strategy is to merge the Xinye Electric Appliance Manufacturing Factory belonging to the Jingzhou Group into the Royal Family Company. In this way, it will be very beneficial for us to control the situation, and both parties can truly share risks and profits. Otherwise If the disaster is imminent, we will fly separately, and the Jingzhou Group will definitely abandon me." Liu Bei nodded and said, "If Xinye Factory and Royal Family Company can be restructured, and we can hold a controlling stake, that would be the best. Is there any other solution?" Zhuge Liang said: "The so-called worst policy is to let the royal family company change from the general distributor to the general agent. Whether it is distribution, storage, transportation, advertising and other commercial affairs, it is an agent. Proportional to extract agency fees from sales." Liu Bei said: "It's very good, I will first act according to the middle strategy, and use the worst strategy as a contingency." Zhuge Liang said: "I originally conceived this is the worst strategy. On the surface, the worst strategy seems to bear no risk, but in fact it bears the greatest risk. You have a deep understanding of the bureaucratic habits of Jingzhou Group. Since you are an agent, you must You have to ask for instructions for everything, and everything will be procrastinated. Although the Royal Family Company does not take financial risks, what it loses is the ability to grow." Liu Bei was taken aback and said, "I didn't expect this level." Zhuge Liang said: "Therefore, unless there is no alternative, the worst policy is definitely not advisable. As for the middle policy, because it involves a controlling stake dispute, it is also very difficult. It is the best policy, because the other party does not need to bear financial risks, but it is likely to talk about it." promise." Anti-customer-oriented camel art of war Liu Bei looked at Zhuge Liang dubiously, and asked: "So, we have only one way to go through OEM?" Zhuge Liang said: "From a strategic point of view, only the top policy and the middle policy are in line with the principles of the Camel's Art of War, which is conducive to the expansion of the royal family company. Among them, the above policy is the most conducive to our independent management. The advantage of independent management is that we can give full play to our strengths. creativity." Liu Bei said: "In this case, can you tell me in detail what is going on with this OEM?" Zhuge Liang said: "When I got married, a friend just returned from a trip to the United States and gave me a dream of purely imported American home appliances as a gift. After opening the package, I was surprised to find a line of English words Made in China on the back of the appliance. After thinking about it for a long time, I finally realized that many Chinese companies claim to export a lot every year. It turns out that a considerable part of them is exported for other people’s customized processing and production. These manufactured products are imported abroad, and then they are labeled with foreign companies’ trademarks before they enter the market. Market sales. In American shopping malls, almost half of textiles, toys, telephones, etc. are made in China with foreign trademarks. Foreign devils are not fools, and naturally benefit from it. Internationally renowned brands such as Nike, Pierre Cardin, Philips, etc. Almost all in OEM." Liu Bei's eyes flickered suddenly: "Well, since it is the successful experience of the foreign devils, we might as well take it and use it. But what are the benefits of this OEM?" Zhuge Liang said: "For us, OEM can achieve the purpose of low-cost expansion and professional marketing. You must know that customers recognize the brand. As long as we carefully build the Royal Family brand, we can enhance customer trust and eventually Understand the concept of OEM machines. In case the cooperation between us and the Xinye factory breaks down, we only need to change to another factory, but the market will not be affected.” Liu Bei asked: "What are the benefits for Xinye Factory?" Zhuge Liang said: "Xinye Factory can take the road of specialized manufacturing. In fact, OEM is an undisclosed secret in some industries in China. The case of Wuhan Washing Machine Factory OEM for Little Swan is worth studying. Wuhan Washing Machine Factory originally produced Selling lotus brand washing machines, due to marketing troubles, the production line was seriously under-operated, and the company's profits were deteriorating, so it had to agree to cooperate with Little Swan. In the first year of cooperation, Wuhan Washing Machine Factory produced 10,000 Little Swans and 30,000 Lotuses; In the second year, 30,000 Little Swans and 30,000 Lotuses are produced; in the third year, 240,000 Little Swans and 10,000 Lotuses; The factory has willingly become the production and processing base of Little Swan. Why? Because manufacturing a Little Swan can earn a steady processing fee of 100 yuan, which is more than making a lotus. And Little Swan does not increase fixed assets. On the premise of investment, its production capacity and sales volume increased by 120% within two years.” Liu Bei suddenly realized: "It turns out that this is your camel strategy. Through the road of brand management, try to get manufacturing giants such as Jingzhou Group and Yizhou Group to work for us as OEMs, and then slowly digest them to achieve the goal of swallowing elephants with snakes." .” Zhuge Liang said: "The so-called camel's art of war is the strategy of anti-customer. There are many kinds of customers. Those who can't gain a foothold are temporary customers, those who can gain a foothold are long-term customers, and those who have been customers for a long time but can't take charge are low-level customers. In the situation of our mercenaries, Kejiu must be underestimated by the Jingzhou Group. The essence of the Camel Art of War is to step in and take the initiative. From an economic point of view, this is called resource optimization. From a management point of view, instead of being optimized by others , it is better to optimize others.” Liu Bei said: "I understand what you mean. The so-called optimization is a method of digestion. Only optimization can digest it. Otherwise, why should he digest it for you when he is so big? I understand that this OEM is indeed It’s a good plan to turn the client into the center.” medicine primer Liu Bei was determined to implement Zhuge Liang's Camel Art of War, and immediately called Liu Biao to pour water.Those who are fed are also a lot of bitter water concocted with optional materials among the top ten risks.There is an allegorical saying: "Liu Bei fell on a Dou—false compassion." Naturally, he has extraordinary skill in concocting bitterness. Even if he fakes love, he can still achieve the effect of deep affection, which is a kind of medicine introduction with remarkable effect. Sure enough, Liu Biao was flustered and said again and again: "I only know that your brother is virtuous and benevolent. He has a good relationship in the world and is suitable for opening up the market. Unexpectedly, you still have many grievances and difficulties. A Sichuan restaurant opened recently near my house. Let me treat you tomorrow, and apologize to my brother." Liu Bei said: "You are my eldest brother, and you have cared for me so much over the past few years. I am too late to be grateful. How dare I let you treat me? It's just that the business war is ruthless, and I am on the front line of the market. The purpose of complaining to you is also to Do your job well. As long as the elder brother understands the difficulties of the younger brother, the younger brother should honor the elder brother." Liu Biao laughed and said, "You are always so polite. Well, how about it, you give me a written material. I will hold a meeting right away to discuss your situation. I believe I can give you a satisfactory answer." author comment In order to ensure the healthy development of marketing, you need to integrate many resources through various feasible methods, such as e-commerce, OEM, franchising, third-party logistics, etc.At the same time, in order to save costs or control resources, you may also need service outsourcing or asset restructuring.Many times, you even have to turn to experts.Management is a game of control, and marketing management in particular.Once you lose control of the situation, you are left to let others decide your fate.