What industry has a siege phenomenon, outside the industry that the lubricant is a consumable product, as long as the user can get "life safety"; the industry is eyelid care products or industrial oil, large profit margins, and then you have me I have you. From the mutual penetration of the first wave in 2005 to today's dynamics, in the past few years, our successful experience has not been encountered. However, failed and deadly cases have not only been seen, but also really experienced. . In fact, as Comrade Ma Yun said, there are thousands of successful methods, and there are only a few reasons for failure. The main reason for these dead projects that have been seen is: Destroyed in direction and died of rhythm!

One, died in the direction

First of all, talk about direction. As the saying goes, men are afraid of getting into the job. Women are afraid of marrying the wrong man. It is too important for companies to do market direction. If they pick the wrong direction, and mid-course flexibility is not enough, if they can't adjust instantly, they will only die ugly.

For example, these days, dialogue with a well-known corporate CEO, the words expressed helpless tone, saying that more companies are doing business in order to face, for employees, for customers, has no original passion, always feel that "whether they want to adhere to". However, there is a need to distinguish between directions.

In some directions, it is right for some people, but for others, it may not be right, because everyone has different timings, resources are different, and the results will be very different. The matter of investing in lubricants is wrong for A, but it may be right for B.

Newly entered companies in the lubricants industry are mostly eager for quick success. In order to produce new products and sell products, they are eager to find some gimmicks. The most common one is to use the concept of nano, ion, and molecules that flicker the word; followed by a variety of packaging, The name, origin, and secondly it is the policy, support, and assistance of the people. It is the quality of the survival of a company. The oil is not a color TV, not an air conditioner, and consumers buy a bad color TV. Complaints, anyway, consumers can not throw color TV air conditioners, the next purchase does not know what year and month. Lubrication oil is a long month, but it lasts for 10 days. If the quality is not good, consumers will have no “next time”.

The most typical is Anchio Lubricants and Acorn Lubricants. It is the concept of creating nanometers out of thin air. Like this type of product, although it seems to have some performance in terms of anti-wear properties, but as a metal type of nano there is “self-aggregation” Physical properties, and a little longer time will gather, not only will not be good for the engine, but also damage the engine, which is a fundamental reason why a large enterprise has not cultivated the nano-ceramic market for years.

Run Da believes that “good products can speak”. Such products are like “aphrodisiacs”. The effect is temporary and the injury is I. The biggest proof is: such a good product, such a good effect, why not How can an OEM or even a small vehicle manufacturer use it? If it is really effective, please come up with evidence instead of "no petroleum experiment"! As for the enterprises with alternative packaging and names as gimmicks, they also did not pay attention to the fundamental quality of products. Even if you are "American" or "Germany", don't brag about yourself without "Diamond."

If the most fundamental direction is wrong, it is like wearing a button on the clothes. The first one is wrong, and all the others will be wrong.

Second, destroyed in the rhythm

When we look at the sports program, we will find that almost all sports have a rhythm problem. The most typical is a long-distance running. If you run full-time from the beginning, it is almost impossible to succeed. All of them are full of “bite” and then It was only at the stage of sprinting that the strength was highlighted.

The same is true for companies. In addition to the above directions, the rhythm of the lubricant industry is another difficulty that is difficult to grasp.

For the rhythm thing, it's really not easy to grasp this one, and few people can handle it well. It's not anxious for success. It's a slow man. The image says, “wake up early, get up late”, although This avoids the initial risks, but it also loses the advantage of starting.

After the majority of companies enter a new industry, the first thing is to “invest merchants” to expand channels and find as many customers as possible through advertising, promotion meetings, exhibitions, and personnel. As for the distribution capabilities, service capabilities, and resources of enterprises Strength is almost considered, seen in a typical small oil company in Guangzhou, but in Urumqi, there is a dealer, the dealer must be ahead of schedule two weeks, otherwise the product can not be reached, other businesses use Two or three times the working capital is OK, but he has to use four or five times the capital to operate, so toss two years later, had to give up.

Some companies, but several people robbed, but also dare to do the national market, but also dare to play the "full support" banner to flicker dealers, many dealers in the year almost can not see the business people.

The development of dealers is understandable, but it is also necessary, but the development of a company is not the more dealers the better, as the old saying is good, "cheating more than chewing is not bad," do know that sales, the most difficult market is "cooked rice "Markets, new and old dealers coexist, new and old products compete, and negative public praise, etc. These problems will quickly arise when the market is promoted. Therefore, companies that pay attention to long-term development will do everything within their power. Sales and brands will complement each other, and they will flourish. Intensive farming, if the company's dealers are hundreds of thousands of small bosses a year, far less than the number of years with sales of over a million, over 10 million dealers. You know, hundreds of thousands of dealers a year will not pay attention to your brand, your brand in the local area is not well-known, at any time will be abandoned by dealers or the market disappeared; and one can achieve a distribution of several million Business, such sales even in the provincial capital city, is also a well-known brand, if you can achieve 10 million levels, almost according to household names.

To do the market must be deep rooted in the tree, rather to be a land-headed snake is not a strong dragon, only with a solid base, it is not a "river."

We Run Road hopes that the small and medium-sized lubricant companies can grasp the direction and stick to the rhythm. Only in this way can you dance beautifully.

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