The survival way of small enterprises

As the saying goes, it takes ten years to sharpen a sword, but how many enterprises can do it in this increasingly competitive market in China? Many enterprises disappeared in three to five years or even less. There are many reasons, but after all, a certain link has gone wrong, which leads to the gradual loss of profitability of enterprises, and it is inevitable that enterprises will be eliminated.

If an enterprise wants to grow up from an early age, the first problem to be solved is the survival problem. If we discuss how to solve the survival problem of each enterprise in the early stage of development, there will be many possible answers.

The author deeply understands a liquor enterprise in H province, which is a typical family-owned enterprise located in G village, W town, H county, H province. My brother is the chairman, my brother is the general manager of marketing, my daughter is in charge of finance, and my sister-in-law is in charge of production. Most production workers and salespeople are relatives and neighbors in their village.

In the process of development, enterprises have also hired foreign talents as marketing general managers, but after all, because there are too many bosses, it is difficult to carry out the work, and most of them give up halfway. At the beginning of the enterprise, due to L's many years of experience in local trading companies and sound county and township networks, the low-grade liquor produced was also very popular in the local township market.

With a history of 9 years, it has always adopted the mode of contracting at the bottom price, and the sales staff or dealers have developed their own products, which has also been popular in individual markets in the south of H Province for many years. In 2005, under the huge umbrella of local government, enterprises began to prepare how to develop and grow rapidly, and this expensive game was staged.

First, blind investment and lack of funds.

? Development is the last word? China people are familiar with a word. How to develop, every business operator will study this topic related to the fate of the enterprise. The government is also considering how to develop H county, a national poverty-stricken county.

H county, like other cities in China, began to build development zones and made great efforts to attract investment. L always seems to see the hope of development, pay attention to public relations, cover a large area, and assist the government in attracting investment. Many things happen. After many efforts, we reached an agreement with a company to build a brewery. General manager l goes out of the land, and the cooperative company is responsible for building the factory, and the cooperative company accounts for a large share.

What the government needs is political achievements. You need to give him money when you give land. L always raises money everywhere and invests all his savings in wineries, but there is still a big gap. Banks urged the brewery to fail to generate benefits, the liquor factory lacked investment, the market was stagnant, the off-season was too weak, the peak season was not prosperous, there was no basic market support, and the capital chain was seriously problematic.

Second, high investment, design circle money.

L has always been a smart man. When things happen, he always has a plan. If the bank can't get a loan and the self-sustaining funds are insufficient, how can he circle the money?

Occasionally, I can always see the dawn again W enterprise in H province is a regional brand crowded in X city. After cooperating with Y Wainao Company, it quickly grew into a leading brand in the province in two years, and its sales doubled year by year.

Inspired by the surprise attack, Y company was hired to comprehensively integrate its own liquor for many years, and used Y company's reputation in H province to design money. There are certain standards for company Y to choose to serve customers, so how can such a small factory attract the attention of company Y?

When negotiating with company Y, the annual sales of 6.5438+0.2 million yuan was exaggerated by general manager L to 60 million yuan, and the debts owed were said to have never been loaned in these years. Self-sustaining funds are benign, and the latest loan of 6,543,800 yuan can come down immediately. General manager l is ambitious, and the monthly service fee is nearly 65,438+10,000. General manager l didn't make any sense, so the service contract was signed under this background.

When the cooperation officially started, Y Company set up an independent project team to enter the enterprise, providing in-depth services for the enterprise from three major sectors: brand building, market management and marketing organization reform.

At this time, the project personnel of Y company really felt that the problems existing in the enterprise were much more serious than expected. Enterprises have no basic market at all, and 60 million sales are unnecessary. Lack of human resources, the highest degree of enterprise personnel is high school graduation and few, and most employees have not finished junior high school.

A series of questions and questions are in front of Y company, but since we have cooperated, we must do things well step by step, no matter how difficult it is. Starting with people, Company Y went to the talent market instead of enterprises to recruit, organize training and help enterprises negotiate dealers. The work done is completely beyond the service scope of Y company. ..

With the efforts of company Y, the company successfully held the first investment promotion meeting. After listening to the lecture of Y company, dealers all over the province are full of confidence. I believe that under the system operation of Y company, we can create miracles in the liquor market of H province.

At the end of the investment promotion meeting, the payment from all over the province has been credited to the enterprise's account, and L has been smiling. But then the problem appeared and the money was gone. In a few days, the money was gone, and it was all taken by General Manager L to repay the loan. The supplier's money is gone, and the bottles, packaging and related publicity materials are not in place. After half a month, only a small amount of goods were distributed in each market, not to mention promotional materials. Catering channels could not get in, terminal distribution was blocked, TV advertisements could not keep up, and product popularity could not be shaped. The confidence of dealers is damaged, the morale of sales staff is low, and Y company can do nothing.

Third, the cruel reality has fallen into a trough.

Without any market support, big problems soon appeared and dealers returned goods one after another. General manager l was detained by the dealer while visiting the market in j city, and he promised a full refund before he was released. The whole enterprise stopped running completely, and the salespeople and logistics managers were idle, and their wages could not be received, so they resigned one after another. The enterprise is terminally ill, and company Y sighs. Liar? ! ! !

Four, my opinion on the survival and development path of small enterprises

Let's look at the above-mentioned enterprises again, and it is most appropriate to describe them with a common saying, that is? Want to learn to walk before you learn to climb? . Who will be responsible for the terminal illness of the enterprise? It's the responsibility of company Y, obviously not, but the responsibility of the distributor? Not exactly.

We are very clear that it is the responsibility of the enterprise, and the cake is as big as the pot. For small enterprises, they should base themselves on their core industries and seek greater development on the basis of good market and capital.

1, the first is the strategy.

The strategy of small enterprises is to find opportunities and market gaps. Finding opportunities is actually a tactical action, but it is not necessary for small enterprises to formulate a standardized strategy. The core goal of an enterprise is survival, and tactical action is strategy. Then, based on market opportunities, what do enterprises rely on? Category first? Strategy, quickly make yourself a leading brand in the blank market.

Establish your own core market, from point to area, only by establishing your own core market can you ensure your good cash flow. Don't be too ambitious. The strategy of big market and big brand is something that big enterprises consider. The expansion of the market means an increase in investment, and the increase in investment often does not mean an increase in income. The ability of small enterprises to resist risks is generally poor, and they do not have the ability to expand the market and resist big risks.

Do what you do best. According to the traditional Konikin's law, it depends on how much water a bucket can hold and the shortest board. Now we think that small enterprises need to see their own strengths and play the longest board. Wooden barrels don't have to be filled with water, but they can also be filled with stones or other things.

2, followed by products.

In marketing 4P in China, products and channels are the decisive factors to win. Products are sharp knives, products are the means to conquer the world, channels are the foundation, channels are harvesters, and channels collect the results of products one by one.

Modern marketing has changed from advertising war to product war and channel war. Products have become the starting point and power point of all marketing elements and activities. Without products, all marketing is empty talk. Therefore, modern marketing revolves around products, and the most important thing for products is innovation. No matter whether an enterprise has truly revolutionary product innovation or not, it must innovate products and constantly introduce new products. Without product innovation, there will be no market and no successful enterprise.

Small enterprises should strive for a single breakthrough in their products. This single point does not mean that only one product can be made, but that the positioning or concept of the product must be single, and the enterprise has no operational ability at the beginning of entering the market? Multi-product multi-channel? , generally choose a core product (or a product series dominated by a core product) to enter the market. Product positioning and brand positioning can only choose one precise positioning, that is, do it? Category first? By pooling resources, we will strive to gain a leading position in a certain local market or a certain market segment and achieve a single breakthrough. Small enterprises, products suffer from a lot of problems, the essence is expensive and single-minded, and the power of a single one is the greatest.

3. Third, human resources.

Small enterprises need to set up their own sales team with high loyalty to the enterprise and put the best people in sales positions. Everything takes sales as the core, and sales will inevitably drive the growth of logistics support departments.

When the sales team is formed, it is necessary to design a flexible salary assessment system, so that the sales staff can understand that only when the enterprise grows and the sales volume goes up can the personal pockets swell.

We wish small enterprises in China can grow into big enterprises, and big enterprises can be shaped into century-old enterprises! I wish you all a pleasant journey! ! !