Chen Tao, Vice President of Unicom International Home
After walking through the "cold" 2011 and entering the "unknown" 2012, home people seem to have some more thoughts. Last year, affected by the real estate control policy, many home brands became “big blood donationâ€, and the continuous “low temperature†made brand manufacturers and dealers stand in a difficult position, profit was negative, and shop closed shop... all kinds of phenomena, let home People dare not "small" has arrived in 2012.
As a downstream industry in the real estate industry, home is inevitably affected by this “cold flowâ€. Uncertainty in the trend of housing prices, consumers' "wait and see" psychology, leading to weak market demand, so that enterprises can be described as "hundred claws." However, crises often lie with opportunities. In the view of Chen Tao, vice president of Unification International Home, the cold current in 2011 is an opportunity for excellent companies. "Low temperature can freeze some bacteria and bacteria, avoiding the plague in the spring of the next year." In his view, the market entered the "active reshuffle" stage, and those enterprises lacking market competitiveness were frozen in this "cold stream".
How to maintain the long-term vitality of the company? Chen Tao has his own calculations. According to reports, at the end of 2011, Unification International Home has developed four major market strategies: hemostasis, slimming, open source, and contrarian expansion. Through the optimization and adjustment of the store, the company's internal management is enhanced, brand cultivation and innovative marketing are strengthened, so that enterprises can "Low temperature" is full, fat, and strong. In his view, this is an effective way to achieve "hidden dragons in the distance" to "flying dragons in the sky".
In 2012, because of the Mayan prophecy about the end of the world, it was also a mysterious color. The forward-looking homeowners have also had a "different" thinking in this special year. If 2012 really comes, what should home companies reflect on? Chen Tao said that the home business owed a lot of homework in terms of brand reputation, operational norms and integrity. This is a question worthy of reflection!
In the second half of 2012 or the end of the year, the industry is expected to "look up"
[Reporter]: When you talk about the industry situation in 2012, it is first and foremost, then when will you see the inflection point of the first move?
[Chen Tao]: Optimistic estimates will rise in the second half or at the end of the year, usually referred to as the tail.
[Reporter]: Why do you think it is at such a time?
[Chen Tao]: Because the real estate is actually in a reshuffle, more ordinary people are now holding their wallets. He is waiting for a clearing of the real estate situation. When real estate declines, or rises, the people will definitely go out. of. What makes everyone most suffering, that is, the situation is unclear, whether it is going up or down, etc., etc. It is easy to say three words to the people, not anxious, but for the enterprise, it is a hundred claws.
Unification of 2012 "four major events": stop bleeding, slimming, open source, contrarian expansion
[Reporter]: Just now you mentioned the 18th palm of the dragon. When we talked about how we unified, there are a few tricks. I don’t know how to plan from the dragon to the dragon in the sky.
[Chen Tao]: At the end of last year, we will set this year's plan. In 2012, we will follow the four keynotes of stopping bleeding, slimming, open source, and contrarian expansion. How to understand hemostasis? It’s not like saying that agents or channel dealers are the mainstays, and now there are more than 700 sales outlets in their own direct sales outlets. For the entire seven hundred sales terminals, there will definitely be shops that don’t make money. Where money is made, these places will decisively shut down these places. At this time, it is not a dead face to live a crime. In the past few years, it may be able to support a face, but this year can not die.
Slimming, unified development in just a few years, turnover from tens of millions to achieve 200 million, very rapid expansion. Enterprises will expand in a short period of time, and then become larger, and the internal structure, management structure, and personnel of the enterprise will appear impetuous. There will also be a bubble in the entire management system. If this piece is not suppressed, it will become a very big burden for the development of the enterprise. The "fat" on the body will not be able to run, and it is necessary to suppress the unreasonable expenses and make the management team more capable. When there are more people, there will be mutual comparisons and work efficiency will drop. This is called slimming.
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