On October 26 this year, at the China Compressor Summit organized by Compressor magazine, special guest Dr. Guo Yukuan raised a question. In the current era of industry, everyone is seeking large and all-round pursuit of small but beautiful. How to create a modern manufacturing of a biological chain that suits itself.
For this issue, there are frequent occurrences in the development of the compressor industry and it is cyclical. In the earliest era from the piston to the twin screw era, there were many manufacturers who wanted to do almost everything they wanted. Every product line wanted to spare no effort to recruit technicians, expand factories, and even expand their business scope. Sales area. In fact, every entrepreneur thinks so. Of course, there are still some compressor companies that did not keep up with this trend at the time. For example, at the time, limited funds, limited awareness, limited capacity, etc., some products were made in a certain area. However, it may be “inadvertentlyâ€. At present, the profitability, quality, and reputation of these companies that did not keep up with “trends†at the time are much better than they are big, but the corporate staff are also more convenient. management.
It must be said that the profit rate determines a company's ability to resist risks. Therefore, in the modern industrial manufacturing situation, the large and complete and small and beautiful concrete existence model should be judged according to the ability and vision of the business operators, and follow the trend of the times. It has passed.
Of course, there is only one corporate goal for the aspiration and ambition of the compressor industry. That is to develop into a big company with influence and brand awareness. However, you need to know that all large companies are started from small businesses, so small businesses do not have to be arrogant. Maybe you are tomorrow's big business.
Then, the question has arisen: In the reality of the compressor industry, most SMEs have turned large enterprises into big learning enterprises. Can such learning make them big companies? This depends on how to learn!
The main conditions and driving forces for the growth and development of large companies and small businesses are different. The logic of their growth and development is also different: small companies make long boards, pursue differences, pursue speed, and pay more attention to marketing; large enterprises do short boards and pay attention to Integrity, relative to speed, is more focused on not making strategic mistakes. Management is more important than marketing. And there are basically no secrets and secrets for large companies in marketing and management.
Small businesses can only learn from large enterprises and can not copy them. First, there is almost no success in copying, because the internal and external factors of the company are not the same, and the second is to use the copying method to never catch up with the target company.
However, things are not so simple. Strategy master Alice said: "If a small company wants to be a big company, then it must follow the 'big' rule, do not view itself as a small company, focus on foreign countries, focus on the world, to the country, the world Market development; at the same time, you have to do it in a small space and focus yourself more than your opponent.†“Be consider yourself a big start-up company. If you think of your company as a small business, the concept of seeking also applies to Small business, then your company will always be a small and relatively profitable company.†Regardless of the size of the company, it is necessary to look at the big picture and the strategic goals must be big. At the same time, it must start small and take concrete actions.
If it is confined to research on large enterprises, it does not help small enterprises. How small companies become big companies is what the industry practitioners most need to care about.
Some people say that we can only succeed if we only innovate and do not take the unusual road. I said that innovation is needed, but innovation cannot exceed the law. We do not copy learning styles and draw lessons from it. In fact, we are trying to find the success rules behind successful companies. The law of fear can at least avoid half of the possible errors.
For example, small businesses must choose regional markets that have natural marketing potential, and they must be good at selling potential products such as production sites and other gods. Jadobo herbal tea is started from the hometown of herbal tea in Guangdong, the origin is marketing potential; there is not much worthy of marketing, Chengde Lulu, thriving in the protein drinks market, Wahaha is also in this category It does not matter to him, but also the role of potential energy in the place.
Another example: small businesses must seize the opportunity of industrial transformation and upgrading. The author of "Great Trends" John Nasbit said well: Success depends not on problem solving but on opportunities. It is the use of heat for industrial transformation and upgrading. The hurricane has come and this is the reason why pigs can fly. Xiaomi seized the opportunity of smartphone popularization and Xiangcun Black Pig seized the opportunity for health promotion...
Some people have said that there are small businesses for industrial upgrading. Wrong! Large enterprises are vested interests in the existing industries. The power of his upgrades is nothing but delays. The first digital camera was born in Kodak. The first smartphone was first created by Motorola. Where are they now?
In short, successfully leading a small market is far better than grabbing a big market. In the premise of a good market potential in the future, whether it is brand positioning or market scope, starting from a small enough to defend the market, like the six walnuts that year. As long as you are unique and irreplaceable at every step, success will come.
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