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The printing industry is facing difficulties such as low thresholds, serious customer losses, and slow capital recovery. Enterprise transformation is imperative. Through years of practical experience, Ren Chaoyi, a Chinese brand strategy expert, a founding consulting director and a founder of enterprise management, put forward his own point of view: "Under the impact of the Internet, printing companies have less than 10% profit margin, and the transformation has already It has become a road in Huashan. I think the transformation should be divided into two categories: class, the top three in the provinces and cities; the second category, small printing enterprises in various provinces and cities. The top three in the industry is to reshuffle the industry and use Our own advantages weigh on the disadvantages of other companies, seize market space, and win more time and space for brand promotion. Small printing companies should do subtraction for their own products, find profitable products, and then break through for one point, so that they can get twice the result with half the effort. Effect."
Suppressing opponents: doing things with less time and resources. The top three in the industry are the vane of the industry. If the top three developments in the industry are very difficult, it means that the industry has shuffled. Ren Chaoyi, a Chinese brand strategy expert, a director of Chuangcheng Consulting and the founder of the enterprise management world, put forward his own views on the transformation of the top three enterprises in the industry: “The mall is like a battlefield, and it’s a good strategy to fight against the war. Often, many companies like to use their own disadvantages to attack the advantages of their competitors and end up with a defeat. In fact, what we have to do is to use our own advantages to attack the disadvantages of our competitors and do things with less time and resources. Sun Tzu's Art of War · The Tactics of the Emperor has a cloud: 'There is a slashing of the soldiers, followed by the slashing, followed by the slashing of the soldiers, and the next attacking the city. The same is true for the transformation of the printing enterprise. The attack is the top and the siege is the next. What should be done? What? I think there are the following:
, technical advantage, use price to suppress opponents;
The technological advantages of large enterprise equipment must be ahead of the same industry. The relative labor cost and resource cost are lower, the cost price is lower than that of small enterprises in the same industry, and if the price drops to a certain level, large enterprises can still be profitable, while small enterprises It is difficult to make a profit, so the price war is simple and direct.
Second, the product advantage, to make low-end products on the basis of products to attract users;
Similar to Apple's 5C and other C series, it attracts popular users with relatively low-priced products. Large printing companies can also consider making some high-quality and low-cost products to win the favor of more people.
Third, the channel advantage, using huge market resources to seize the terminal channels;
The terminal channel is close to the market, and many large companies have not paid attention to the terminal channel, resulting in the loss of large customers. What large-scale printing companies have to do is to run the market more, and to conduct control analysis on the market, and to seize the terminal channels as much as possible.
Fourth, marketing advantages, enterprise development needs propaganda first;
Large enterprises must pay attention to public opinion guidance. Although Platinum advertising is boring, it is frequently used and can be deeply implanted in the minds of users. The rhythm sounds and advertisements naturally blurt out. Because of this, printing companies are an important part of the company's occupation of the market.
Fifth, the brand advantage, the use of brand communication to occupy the market to a large extent.
Brand is the core competitiveness of the company, and the word-of-mouth communication brought by the brand can bring unexpected results to the enterprise. â€
Subtraction: From a breakthrough to a modern society in the market, the iterations of various industries are speeding up. Only by focusing on the focus can we quickly occupy the market. This is especially true for small businesses in the printing industry, where they find their core products and break through from a market point, which makes it easier to achieve good results. Ren Chaoyi, a Chinese brand strategy expert, a founding consulting director and a founder of the enterprise management world, pointed out: "The small printing company's own system is not perfect. It wants multiple product lines to go hand in hand, occupying most of the market, is tantamount to eucalyptus. Involved in too broad, only the chemical power, manpower, resources, etc., so that the burden on the enterprise, not worth the candle, the result of wanting all-round can only be rapid death. Small enterprises want to transform is not to do addition, but to do first Subtraction, eliminating those unprofitable products and products without prospects, so that they can be built around the core printing products of enterprises. So what should be done to reduce the company? I think there should be three points:
Subtracting assets;
Assets are the representative symbol of the strength of the enterprise. There are many assets and more value. This kind of asset is an asset; otherwise, it is an inefficient asset. If the enterprise has too much assets, and the efficiency brought by the assets will be lower than the market average, or there are many uncertainties, it is necessary to transfer or sell the inefficient assets and wireless assets of the enterprise to make it the assets of the enterprise. Conduct services to optimize asset quality and create such value. Many small printing companies are involved in a wide range of applications. In addition to doing printing business, many small printing companies have various miscellaneous investments, which will only differentiate assets. The main thing is to reduce assets.
Second, subtract the product;
The bigger the company, the more natural products you want, but the products must be divided into core products and non-core products. The core products are capable of highlighting the advantages of the company and shaping the brand. The core products only differentiate the corporate brand, which in turn makes the brand lose its characteristics. . Small printing companies often don't focus on one product, books, newspapers, albums, etc., taking into account a lot of business, dispersing the company's manpower, financial resources, resources, but little profit, and then what needs to be done is to do subtraction, put a lot of miscellaneous business Eliminate and fully develop the core business.
Third, do the subtraction for the user.
Users are the lifeline for companies to survive. The more users, the better the business, but not all users can create value for the enterprise, so this requires a trade-off. According to the 28th law, 20% of users create 80% of the wealth for the company, so select the users with the same value concept to protect the long-term development of the company. â€
The transformation under the Internet era is the natural choice for the market to survive the fittest, leaving enterprises that adapt to the times and abandoning enterprises that are not adapted to the times. “The transformation of the printing industry is only a microcosm of the transformation of many companies in the Internet era. Whether it is a large enterprise or a small company, the transformation is bound to be a must,†said Ren Chaoyi, a Chinese brand strategy expert and founder of the founding director of the company. One thing to do. Whoever transforms and walks with the times, who can occupy the future market and achieve a vast land of his own."
The paper industry in the printing industry is facing a difficult foundation
Introduction: In the era of the Internet, while bringing opportunities, it has also brought a lot of pressure to all walks of life. What is highlighted is the traditional enterprises, such as traditional manufacturing and service industries, and the printing industry is particularly difficult on the basis of the publishing and paper media industries. Now that the market economy is sluggish, orders in the printing industry have been greatly reduced, industry competition has intensified, and many printing companies are struggling.