In recent days, the reporter visited some ceramic enterprises, and always heard some complaints: I invested a lot of money in planning, consulting or training, but I could not see any effect. "Planning the company is hard work, no credit", "planning the company to effect, ceramic enterprises to benefit, the two sides are difficult to coordinate", "planning companies are difficult to calm down to the ceramics enterprises" and other doubts, and more individual companies bluntly The planning company is the 'fudge master' who swindles money." What is the problem with the cooperation between the ceramics company and the planning company? Is the planning company a "fudge master" or a "corporate military division"? In this issue, the reporter visited some planning companies and ceramic enterprises with these questions.
â– Industry observation
Pottery enterprises have become the industry trend by leveraging the "outside brain"
From product catalogues, advertising creation, product development, promotion system construction, to brand management, marketing system planning, marketing training, to business model planning, management system design, corporate strategy consulting, more and more planning companies are becoming more mature The high-end trend is stationed in ceramic enterprises. Although third-party companies focus on different aspects of consulting, marketing, training, advertising, etc., or the company name is different, in the ceramic industry, companies habitually refer to these "outside brain enterprises" as planning companies.
"In seven years, we have upgraded Jinyitao ceramics from annual sales of 64 million yuan to 800 million yuan; re-established the status of the ceramics king in Shanghai Asia Ceramics reconstruction market and product system; reconstructed SBU strategy for the only group in Hong Kong Business unit, successfully introduced 300 million yuan of venture capital to achieve breakthrough and redevelopment... In the field of building ceramics in China, seven of the top ten are customers we have served or are serving, including Dongpeng, Marco Polo and Jinyi. Tao, Wrigley, Xinzhongyuan, Ou Shennuo, etc.. By browsing the resume of Guangzhou Fenghe Rili Enterprise Planning Co., Ltd., it is not difficult to find that the planning company plays an important role in promoting the development of some ceramic enterprises. It is no longer a minority case for the Tao Enterprise to plan the development of the company's “outside brainâ€.
Coincidentally, the reporter called the staff of Guangzhou Jianzhong Enterprise Management Consulting Co., Ltd. to understand that the company has served Dongpeng Ceramics, Xinzhongyuan Group, New Pearl Group, Bode Ceramics, Marco Polo Ceramics, Eagle Ceramics, etc. Jinyi ceramics and other enterprises, in which the entire packaging promotion, channel construction and terminal training of Bode Seiko jade products are jointly completed by “Jianzhong†and “Liu Hehuangâ€. The reporter learned that there are no fewer than 100 ceramic enterprises trained by “Jianzhongâ€.
According to preliminary estimates, although the participating service projects are different, more than 70% of Foshan ceramics companies and planning companies have cooperated or are in the process of cooperation.
　　 Tao enterprises have also paid attention to "borrowing ships to the sea"
Ceramic companies want to "make a branch, crows become phoenix" or "create a glory, go one step further", when their own ability is difficult or staffing is not uniform, often look to the planning company.
“Tao enterprises are increasingly choosing the 'outside brain' to settle in. First, because the homogenization of this industry is extremely serious, Tao enterprises are seeking differentiated development; second, because once the enterprise develops to a certain stage, it has its own brand promotion. Demand, I hope to establish a systematic, complete and professional promotion system to go directly to the terminal." Pan Dewen, general manager and planning director of Role Road (Foshan) Advertising Planning Co., Ltd. said that at present, ceramic enterprises with certain scale or brand awareness Will choose to cooperate with the planning company. At the same time, the lack of planning talents within ceramic enterprises is also a major reason for the development of planning companies.
“Most enterprises will choose to cooperate with the planning company when launching a new brand, or if their own construction is not perfect, or when they encounter bottlenecks, etc.†Wang Jiepeng, marketing manager of Foshan’s only Sanitary Ware Co., Ltd., said that Taoqi will be based on its own The stage and the stage objectives are agreed with the planning company. The reporter learned that the only bathroom in the different stages of development has cooperated with Guangzhou Fenghe Rili, Guangzhou Hecai Training and Hong Kong Yima Planning Company. It is reported that the current cooperation of Hong Kong Yima has been planning for Suning, Gome, Little Sheep, etc., and has practical experience in franchising. This is the first time that Hong Kong Yima has cut into the sanitary ware industry. Its preliminary research has been launched to help only The bathroom is spread out through the terminal channel.
In addition to the timing of the choice of planning companies, ceramic companies are also concerned about the choice of planning companies. According to industry sources, ceramic companies generally value three aspects when choosing a planning company: one is the core team, the second is the service company, and the third is the success story.
In the choice of planning company, a "weird" caused the reporter's attention, that is, most of Foshan ceramics companies are looking for a long way to go, the most preferred is Guangzhou planning company, followed by Foshan local company.
“In the Pearl River Delta region, Shenzhen’s graphic design is the best, Guangzhou’s marketing plan is the best, and Foshan is not strong.†In the interview, a Foshan planning company CEO bluntly said that the majority of Foshan’s planning companies are simply making commercial catalogues. Stay in the stage of brand visual planning, so "the blame is not strange."
　
　　 ■Taoqi shelling
Tao enterprises shelled the company's three crimes
Once the two companies and the planning company reached an agreement, they began a cooperative journey. However, the cooperation effect is not ideal, but it has become a criticism of ceramic enterprises. Even a certain planning company that has been well-received in the industry has been bluntly stated by some companies that have cooperated with each other. "The performance is quite satisfactory, but the cost is high, but it has not achieved the intended purpose." The comments of other planning companies can be imagined. Whether the ceramics industry is expected to be too high, or whether the planning company does not help. To this end, the reporter visited a number of ceramic enterprises, finishing the dissatisfaction of the ceramic enterprises to the planning company mainly concentrated in three aspects:
First, planning the company's industry precipitation is not enough
"The industry has developed to this stage, ceramic companies really need third-party companies to assist, but most planning companies are eager to seek success, or whimsical, do not understand the industry, precipitation is not enough." Sun Ceramics Marketing Director Yang Mingtong bluntly most planning companies for "half glass".
Another senior industry official said that the company had cooperated with a well-known planning company, and had been talking well in the early stage, but when the planning company took out the research data, he was completely disappointed.
"I have been in the business for nearly 20 years, and I have not seen this data at all. I am completely out of the industry. Based on such research, how can I expect the planning company to make suggestions for the company's terminal sales? The results can be imagined." It is said that the ceramic products are resistant products, not fast-moving products; polished tiles and antique bricks are ceramic tiles, but their terminal channels and brand promotion are very different, but most planning companies do not even understand this layer. It is understood that at present, the service company of service ceramics enterprises has a service life of more than five years. At the same time, there is no planning company that only serves the ceramic industry, and the industry precipitation is naturally impossible.
　　 Second, the planners are mostly on paper.
It is not surprising that the precipitation of the ceramic industry is not enough. It is not surprising that the planners are talking on paper. The overall level of the planners is also high and the doctors are criticized. "At present, neither planning companies nor ceramic enterprises lack planners with practical experience." Yang Mingtong, director of the solar ceramics market, told reporters.
"When they talked about the program with us, because we are familiar with the industry and the market, we can easily hear which lines, which ones can't, and which ones can be tried after improvement. It is also easy to hear that they have strong theoretical level and insufficient practical experience." The director of corporate marketing said. In this regard, some planning companies confessed.
"Our planning company also feels the shortage of such talents. To this end, we are also actively introducing some talents who come out of the company and understand the industry market to expand the team." A planning company planning director said.
In addition, the mobility of planning company personnel is also a headache for companies. A ceramics company has encountered a plan to implement the docking of people to change the three-way situation.
Third, the planning effect is not as good as
When the planning company is looking for and negotiating customers, it will display the successful cases that it has planned, but the fact is that there are some successful cases, but there are not many cases of failure. The final results and achievements are difficult to form quantitative indicators. It is also the responsibility of Tao enterprises and planning companies to push each other. “Each enterprise makes calculations of input-output ratio for each decision, and it is efficiency. The planning company pursues the effect. The objectives of the two are inconsistent, so the perspectives on results and achievements are also different.†The only bathroom in Foshan has limited Company marketing manager Wang Jiepeng told reporters.
“The planning company did not understand the market and the company, and did not sink to the terminal. There was no breakthrough in sales throughout the year.†A ceramic company that spent a lot of money but became a cannon fodder evaluated the well-known planning company of its cooperation as “having hard workâ€. , no credit." There are more than one ceramic company that is equally troubled by this.
It is understood that in order to ensure the results, in the face of the doubts of ceramic enterprises, some planning companies began to cooperate with ceramic enterprises in the form of "fixed charges + sales commission", the sales volume accounted for 20% to 40%.
In addition, some well-known planning companies that have worked together frequently use the successful ceramic enterprises to carry out propaganda and speculation, which also caused dissatisfaction of some ceramic enterprises.
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