Cocoa duck: hold the eight Li Jian Roots and Development --- Cocoa duck 2013 strategic planning and marketing outlook Editor's Note: This issue of culture Grand View, we have the honor to interview the cocoa duck, general manager of Marketing Mr. Xiang Xiangrong, However, when we talk about the expectations of the future, we always speak in a low-key manner and talk spiritedly to us when we face the questions asked by Xiaobian. , Chatting with him, very relaxed and very inspiring. Xiao Bian: Hello everyone, I am glad to have the opportunity to interview you! In the total: Hello, I welcome you to come to my office to sit with any one of my colleagues. Xiaobian: Thank you! Then we go straight to the question, how do you think of Coca-Cola duck as a professional manager in the marketing field? In total: This question is well asked, any brand needs a clear positioning, in order to quickly lock the accurate customer base, we have to find the right direction, based on market development and our opportunities, and cocoa duck children's clothing, after more than ten years We clearly define the brand as a first-tier brand in the second and third tier markets. Remember, we currently only make first-tier brands in the second and third tier cities. We want to create the first-tier brand advantage in this category of cities. Our products Design R & D, price system and channel construction strategy and our corresponding marketing knowledge strategy, we must lock in such a position, we only do the second and third tier cities in the field of brand, not all young and old, is to be done First, identify the direction, in order to facilitate the layout. Xiao Bian: If you want to be the first of second and third tier cities, you think we should start with what it is, what are we doing now? In the total: I just said that the development of goods, the price system and channel construction are the points we should pay attention to. And we started from the beginning of 2013 the overall brand connotation of a comprehensive upgrade. Reflect from the current market point of view, has initially catered to the development of the market demand, the specific start with the following points: 1, SI, VI upgrade: is the overall image of the store to upgrade through a differentiated store image to enhance the value of our brand Sense, enhance the store into the store rate, enhance our differences with other shops. 2, the entire team upgrade: We through specialized marketing groups, professional management processes and management models of various departments to enhance service capabilities and the retail store terminal management capabilities, including market development capability, self-improvement. 3, product upgrades: Our products are elegant and elegant fashion lockout trend of European fashion trends, to create belonging to cocoa duck's unique style, structure, product line, popularity and meet the needs of the market degree, made an all-round upgrade, Mainly reflect our mainstream products are from South Korea's R & D, we also use Hong Kong's platform to collect market information extensively, combined with the franchisee and the market demand in North and South regions, we sell goods, including the future trend to make the correct forecasts , So as to formulate product planning programs, through the above methods to reflect our product upgrades. 4, the channel upgrade, our channel is a regional operation, the layout of the regional markets nationwide, to detonate some key markets, according to the rules of gold, silver and brass marketing, we focus on the layout of the Golden Triangle, focusing on building the Copper Triangle, there Selective development of the silver triangle to form a reasonable market layout, which is our channel for the upgrade. 5, the entire team marketing strategy to upgrade, develop better than competitors competitors marketing strategy, and build thousands of thousands of stores plan, nearly 1000 in the country 5 to 200,000 population in the city, launched our 1,000 city million shop plan, Our slogan is: to create millionaires, build millions of shops, create millionaires. We give priority to cultivating one hundred million sales dealers across the country to create ten million sales dealers with the goal of making millions of sales dealers become multi-millionaires and millions of sales dealers becoming billionaires, Cocoa duck's strategic partners have enjoyed a good vision and sharing of results, this is our level strategy. Xiao Bian: After listening to your introduction, I want to be a franchisee for cocoa duck. But we all know that franchisees do not be an easy task, what specific strategies do you have to help franchisees achieve profitability? In the total: eight words: down to earth, at every step! In view of our marketing strategy, we have formulated the management strategies of joining direct-to-business and direct-management franchisees. There are also supporting system management solutions including terminal manuals such as retail management manuals, agency management manuals, display standard manuals , FAB retail guidebook, etc., to develop our retail standards and standards, and make it effective landing, the good experience and methods to all our terminal stores, including our franchisees, such an accessory requires our franchisee through the ERP Data management, effective through a single shop to develop benchmark shop, and then copy from the benchmark shop, then a change of ten, ten and so on, and so on, want to reach our millionaire and multi-millionaire plan to have any difficulty What? How to establish benchmarking shops and establish our standards? We will promote ten key category A shops. After the promotion is successful, we will promote a hundred category B shops to cover the whole country, Surface, from the face to the overall situation, and then to promote three-dimensional. Xiaobian: Do you have enough confidence in the implementation of the Thousands and thousands of stores plan? What do we think we need to do if the plan to get coco ducks into 1000 cities becomes a reality? Of total: of course, confidence, and we have the strength to accomplish this goal, I believe that all cocoa are looking forward to this result. At the moment, our top priority is to establish the management of the company's target management system, operational risk review system, target completion plan and improvement plan, including the establishment of process optimization, process reengineering and effective authorization system System management, or eight words: down-to-earth, effectively promote! Xiaobian: Today you heard a lot of character approach ah, huh, huh. The following question is, we have in the training of customers what strategy? In total: Continuation of the eight character principle ---- Effective training to create a win-win situation! (Laughs) We will focus our efforts on nurturing our key clients so that they can work with the company and focus on the customer. We not only export our products, but also export our management, and we assist him in improving and improving his team and store. Management techniques to enhance the store's single store performance, we also exported to the shop's help to solve their actual difficulties, focus on the store to differentiate to support them, which includes some information resources to share, help him to shop, To help him to do market planning, truly complementary resources, the advantages of shared strategy, which is mainly for our agents and franchisees Xiaobian: Can imagine as franchisee cocoa duck is how happy, happiness is always An eternal topic of corporate culture, you as a company executives, is how to treat the construction of enterprise culture? In total: to remove the management position, I am also a cocoa duck, I, like all my colleagues, I hope to establish an efficient, open and harmonious corporate culture, to attract me to cocoa duck is only this point, I know the directors Long attaches great importance to the building of enterprise culture, and we are gradually building a positive energy-based management of core training to support the succession of echelon staff, focusing on training the stability of the core team building, profit sharing plan, as well as semi-responsibility Some people in this team set up by the company, staff singing, build a development platform, we can all realize their own value, but also in return. We not only pay attention to performance, but also pay more attention to our employees, especially some core employees, pay attention to their growth, pay attention to their learning space and devote themselves to creating a harmonious and pleasant working environment for employees. Xiaobian: I would like to thank all the cocoa duck companies, thank you, Cheng Dong, thank you for bringing these beautiful vision to us. I believe we will be happy in the growth of cocoa! In the total: You can think so, really good, in addition to building a harmonious corporate culture, we also establish a "four modernizations" management system, that is, data, forms, systems, processes, so that everyone at a fair Fair and follow the transparent system of healthy growth. Xiao Bian: The last question, can you talk about the "sustainable development of sustainable development" personal point of view? In total: what is sustainable development? My personal understanding is that for the company, it is effective for us to take out our profit to nurture our core value to enhance the overall sustainability, or core competitiveness. This part of the core value I mean Bear the brunt of the R & D investment, in addition, we want to enhance human resources investment, in fact, that is, to enhance our support to customers, the purpose or for the sustainable development of the brand, plus, I have talked to you in front of all Of the total, is a total of eight strategies, it is equivalent to the company's eight swords, I hope that in 2013, through these eight swords, down to take root and upward development, and earnestly achieve a win-win situation for employees, enterprises, customers , Marketing, sales, management, and our profits, we can achieve sustainable development of the company. Only by sustainable development can we sustain our business. Xiao Bian: for the first time and always face to face talk so much, really benefit, but time is limited, can not talk more, but through this interview, I think all the cocoa duck will play thousands of times Spirit, work hard to achieve the goal. In total: ah, yes, through our marketing team fine interpretation of domestic and foreign markets and analysis of the next 3 to 5 years or the golden age of the development of children's clothing, the market will continue to 30% share of each year continued to grow, then how to grasp The chance of such a market, let us hold the eight swords, all the way through Jing Jing, down to earth, step by step to win!
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