This is the best of times
Also the worst of times
The good thing is, peace and prosperity, no worries about food and clothing. The bad thing is that the changes are too fast. We always fail to grasp the pulse of the times and fear being left behind by the times. High-speed rail, mobile payment, bike sharing and e-commerce have become "China's four new inventions". Such changes were absolutely unexpected to us five years ago.
In the retail industry is a so-called
"19 years did not close a store" legendary shopping mall
In the field of shopping malls
No one can beat it
But unfortunately he lost to this era:
In late 2017, RT-Mart's parent company, Gaoxin Retail, was acquired by Alibaba; in early 2018, Huang Mingduan, director of Gaoxin Retail and founder of RT-Mart, resigned. In just a few months, six senior executives of RT Mart left one after another and changed their jobs.
Huang Mingduan said when he left office
Victory over all opponents, but lost to the times
As Teacher Zhang Quanling said in his speech
When the times abandon you
Won't even say goodbye
Sales of Master Kang and Uni-President instant noodles have fallen sharply, but their rivals are not White Elephant and Jinmailang, but Meituan and Hungry Noodles, which are emerging Internet food delivery platforms and various food workshops scattered in the city.
There is no problem with the quality of instant noodles, but the take-out service is too convenient, so everyone has changed to take-out, which is delicious and convenient. Why do people have to eat instant noodles?
When "Sony" was still immersed in the joy of digital leadership, it suddenly discovered that it was not him who sold the best cameras in the world, but "Nokia", which made mobile phones, because every mobile phone was a camera. "Sony" suffered a substantial loss in performance.
"Apple", which used to be a computer, made a touch-screen smartphone, and killed "Nokia", the world's largest mobile phone, and had no strength to fight back: in September 2013, "Nokia" was acquired by Microsoft......
It is not difficult to see that the times are changing rapidly and never spared anyone. If we only immerse ourselves in the past success and the present comfort, lack of prediction of the future and lack of sense of hardship, then it will be sooner or later to be eliminated by the times.
Based on this, Binqi Group, which has experienced more than 20 years of change and development, has now becomeA professional children's snack food manufacturing group integrating product development, packaging manufacturing, product production, marketing, brand operation and cultural cross-border integration.. In the past 20 years, Binqi's position and achievements in the industry have also been achieved through continuous innovation, keeping up with the times, and making timely planning changes.
In the face of the rapid changes in the leisure food industry market in 2018, based on the economic downturn, consumption replacement, and changes in channels and communication, Binqi felt the dangers of the leisure food industry in the future. In response to this problem, he made relevant marketing strategies that are more in line with the market reality., Adjust more in line with the company's reality, plan ahead, and face the dark surge of the market.
After discussion and research by the company's management, it was proposed that"Adjust, optimize, consolidate and improve"Eight-character policy, and implement the transformation from quantity to quality.
In the face of the rapid changes in the snack food industry market in 2018, we have made adjustments to the relevant marketing strategy, mainly in the following two aspects: the adjustment of sales targets and the change of strategic focus.
The new round of strategic optimization is not just a repair of existing strategies, but a targeted and in-depth optimization. Next, Binqi will optimize "product structure, customer structure and sales force.
Continue to maintain the stable sales development of children's products and children's play products, and consolidate Binqi's leading position in "children's food. In addition, Binqi will also consolidate marketing and publicity.
To improve the gross profit margin of products, increase the investment in market expenses, improve the level of customer service and improve the market competitiveness, Binqi will improve from the above four key points.
Binqi's transformation this time is described as turning the rudder. The timing, climate and environment are already warning signs that the wind direction is about to change. Only by turning the rudder and changing the course can we gallop in the storm of the times.