Nowadays, Chinese companies face a market with overcapacity and oversupply, and their competition is in a homogenization and white-hot stage. Any enterprise may be imitated or surpassed by the entire industry or other peers, and similar products and services are accumulated in large quantities, which is causing prices. The root cause of the war. How to deploy a development strategy and find a place in a brutal business war is a top priority. Therefore, many insiders believe that it is undoubtedly the current breakthrough direction to create an Eastern competition strategy based on the characteristics of Chinese enterprises. What is a competitive strategy? Junzhi Consulting gives a definition: the competitive strategy includes two aspects: strategic positioning and operational matching, and creates a competitive advantage from the customer's mind. The competitive advantage includes two parts: cognitive advantage and operational advantage. The cognitive advantage refers to occupying a favorable position in the customer's mind, while the operational advantage means that it is better than the competitor in the operation, and the two influence each other and win together. Customer choice. Creating a differentiated brand “Father of Competitive Strategy†Professor Michael Porter pointed out that “strategy is to create a unique set of operational activities to create a unique position.†Just as profit is the structure in which companies achieve differentiation, this positioning requires a clear expression of product differentiation and is unique. "A good brand can evoke the resonance of consumers." The Feihe counterattack recorded in the "Win in China" column is a case of breaking through the price war and creating a quality brand. It is understood that China's dairy industry has been in a downturn since the Sanlu incident. Foreign brands have taken the lead and occupied a huge share of the domestic market. How to re-emerge as a domestic national brand has become an important issue for all dairy companies to break through. In this regard, Xie Weishan, chairman of Junzhi Consulting, introduced that Junzhi Consulting helped Feihe to develop a competitive strategy and let the Chinese people regain their confidence in the Chinese dairy industry. The difference is reflected in the differences between Chinese and Western baby physique. The strategic positioning of “more suitable for Chinese baby body milk powder†reversed the situation of Feihe’s once downturn. The reporter also learned that Feihe Dairy revealed at the strategic results conference held recently that its high-end milk powder sales in the first half of 2017 increased by over 200%, ranking first in the domestic milk powder. “Competitive strategies help companies identify and occupy competitive opportunities, build sustainable competitive advantages, and help companies win first and then fight. The strategy of competitive strategy helps create unique values ​​for enterprises, avoids homogenous competition, and achieves benign development. Every company can contribute its value to society," said Xie Weishan. The way in which it flows with its own flow The “price war†between many companies has evolved into “death competitionâ€. Once caught in the price war, there will be no real winners, and the interests of merchants and buyers will be damaged. In the long run, it will definitely endanger the development of the entire industry. In the view of Xie Hongda, a strategic consultant of Junzhi Consulting, it is important that companies do not sell sales data and return on investment. These are important, but they are not the key to winning competition. The key is to win customer perception. “In the era of big competition, customers can't see corporate teams, production lines, factories, etc. In their hearts, there are only brands, and customers make choices based on their feelings about the brand. The king of the company is 'creating cognitive advantage'. Customers When you buy something, you usually feel insecure, so the company must come with a certificate of trust." Xie Hongda said. The way to operate with its flow is to continue to deepen the brand's influence. On the basis of consumers already recognizing the brand, we will establish a unique match between the positioning and the operation link, and build the business operation advantage. The continuous development of Feihe Dairy proves that only by insisting that the brand matches the customer's cognitive level and operational level, so that both levels have advantages and are different, it is the only magic weapon to continuously strengthen the competitive advantage. How to create a national brand of national brand? We must not follow the Western theories, and we must have localization, use the elements of China, and use the Chinese culture to activate the power of the Chinese team. Xie Weishan believes that the operation of Chinese enterprises is very different from the operation of Western enterprises, which is derived from the differences in their cultural beliefs. Chinese culture can maximize the power of the Chinese, and the inclusion of the symbols of Chinese civilization in Chinese brands is equivalent to the integration of wisdom into the brand. He uses the “Tao Law Nature†in Tao Te Ching to describe the survival status of each enterprise. Every enterprise has the opportunity to find a differentiated value belonging to it. Each enterprise can systematically navigate to this competitive strategy. A unique value point. By drawing on the nutrients of Chinese culture and also referring to Western culture, it is truly used for the present and the present, with Chinese and Western links, focusing on the competition strategy to win competition for Chinese companies and rebuild confidence for Chinese brands. Xie Hongda also said that the competitive strategy can help companies find their own development path and brand positioning, and with reasonable operation, help enterprises get rid of the fate of homogenization and price war, and usher in the best era in the blue ocean in the future. "Chinese companies must not only have road confidence, cultural self-confidence, but also brand confidence. In China's future market, leading the various industries, I think the vast majority will be Chinese brands, not foreign brands." Xie Weishan firmly believe.
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