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Ceramic industry in the formation of the division of labor across the country's industrial structure refinement
- Published: 24 May 2009 20:18:28
- The future of ceramic industry, government, production, marketing, learning, and research organic integration, collaboration, a more refined division of labor!
Recently, located in Zibo city of China, a wealth of ceramic dealers own registration form to OEM production to begin in a wide range of brand investment, the dealer from a single dealer in his capacity as dealers and manufacturers to double the capacity of . It is understood that distributors have their own brand of 300-400 in Zibo has more than the dealer can do a better job under the manufacturers package the output of a production line.
"Changing the identity of enterprise" Although some of the interception of the profits of manufacturers, but it will help manufacturers focus on production, the formation of a reasonable division of labor. Most of the enterprises in the near future and dealers find themselves in financial difficulties, those "identity change" and "non-factory" of enterprises operating in the low-cost, good at marketing and sales of the brand, thein the market, like a duck to water. Analysis of "changing the identity of enterprise" business ideas, business model, industry and production can provide some useful lessons, but also to explore the future development of industry trends.
"No works of" the steady development of business is sales, general manager of ceramic Bonnie Wong Lok-ho to go to work first thing the salesman is the opponent for a routine training. Training is very short, but he stressed the word several times - "You must tell the customer, we are steadily upward development." "Steady progress" is a lot like Bonnie "to the identity of the" status quo.
Bonnie ceramic is a beginning of the operation last year, small businesses, business has been a deputy before the other brands do ceramics sales, after several years of development, the accumulation of a certain capital, after sales experience and personal connections, to embark on the production by the dealer changes to the road.
It is understood that these "to the identity of the" general sales are more rich experience, compared to those who started from the production of traditional businesses, with sales of "inherent" advantages.
"U-turn in his capacity as the" traditional manufacturing enterprises is the difference between: entities generally do not build factories, mainly OEM products; with the current industry hot-proposed "private parabolic factory" is the difference between: brand has its own fixed, and plants normally do not throw the private brand.
According to Wong Lok-ho, the "U-turn in his capacity as business" not because "money" and set up factories, but only to push money into brand building channels.
It is understood that "changing the identity of the" first major development in the market, mainly stores; The second is inventory. However, only in order to ensure sales of inventory, the pressure is not more money. "This is why, we can easily play, heart and soul to build networks. Bonney operation from the end of last year, more than three months, is currently in the country have been established more than 20 outlets, slow, but very solid." Huang-ho, then music is the majority of the "corporate identity to" the real situation of the current. This is commendable in the current period.
"No plant-based" enterprises like Bonnie ceramic widespread changes in the identity of this "no factory of" enterprise brands in the industry is currently a large number, far as I understand, there are only 300-400 of more than Zibo in Shandong. These "non-factory" of enterprises, who is also generally reluctant to disclose their identity and OEM distributor of live production, and more willing to put their products as producers.
Foshan, "no plant" of the number of businesses and brands, although not huge Zibo, but according to industry estimates there are dozens. Compared with the Zibo, Foshan "no plant" of enterprises have begun to move toward the future, do not fear their own "non-plant-based" corporate identity.
Some early "to the identity of the" now most of the entities have their own factories. Tamper with the name of cleaning, such as the general. "China's ceramic industry affected 100 people," the Chinese Ceramic Science and Technology City chairman Peter Cai dare ceramics dealer from the manufacturer to a typical example.
Another dare Mr Cai is also a similar example of "China's ceramic industry affected 100 people," one of Hong Kong Limited and Chairman Guo Lin Chen Guozhu, who also started from the ceramics trade, the establishment of a ceramics factory.
to sell into the development trend in recent years, Dongpeng, the new source, the new Pearl, especially pottery and other famous enterprises to engage in the production one after another in different places, which is the general,, Kwok-lam, Hong Kong, from dealers to manufacturers The same phenomenon of changing the local, that is, "to sell" nature. "to sell" the advantages are: the guarantee based on sales production for the product from production to sales of savings in cost of sales.
"to sell" includes "tosales" and "to sell to" two forms. "in sales" type of business enterprises such as Bonnie, and their production is based on sales of products determined. Although there will be some inventory, but only in order to guarantee a certain amount of sales for the premise. "There is a cyclical stock arrangement is designed to ensure that out-of-stock." Bonnie Wong Lok-ho introduced ceramics. Stock pressure allows smaller enterprises to invest more capital market development, brand and channel maintenance.
"To sell to" are generally taken the form of ex situ production. There are entities in the plant business for sale to the nearest production, sale, there is no physical plant "of non-plant enterprises" can find the nearest other corporate entities to carry out the nearest plant production and sales. "In the technology, products of the same circumstances, in different places of production is easy." Mr Le Gallant said.
Quality is "factory" of products the industry has the greatest obstacle to this understanding: "private parabolic plant" is very difficult to guarantee the product quality is generally the last batch and the next batch, or batches of products the same color there is poor quality.
Then as a means for the production of brand "to the capacity of enterprises," the quality of their products and how to ensure this?
"While enterprises may not have their own entity factory, but have their own quality inspection, supervision departments, a set of mature and strict quality inspection, monitoring system, and even has its own R & D departments, in the quality of products is completely to ensure that the requirements of product design. "selling, general manager of the Yellow Riverintroduced.
"Because to create its own brand, our product quality requirements and other corporate entities like factories. Producers are looking for, we will find those who have power, commensurate with the product positioning of enterprises, which not only guarantees the quality of the product can also be very good control over the cost of production. "Mr Le Gallant said.
However, such as Bonnie does not have its own quality control of the enterprise sector and how do control the quality of the product?
"Looking for a professional body responsible for quality testing." Mr Le Gallant said.
According to the industry that not only the quality of professional services to such institutions can not quality control departments, including product design, development of professional third-party agencies to provide services for the realization of production, marketing and research specialization provided a guarantee.
However, if the professional bodies are to provide the same services, the issue of product homogeneity, business competition homogenization solution?
"This pattern will eventually lead brand competition, brand who do a good job, who will win the market." One industry, said in an interview.
Brand is "no plant of" the road to the development of enterprises of Shanghai and the aforementionedindustrial companies, as well as the Hong Kong Heng Jie Lin Bathroom, Ceramics, etc. compared to the general, "identity transfer" and "non-plant-based enterprises" are emerging enterprises in the industry is still lacking in visibility. These "non-factory" of enterprises in the brand can go far on the road in the end, or the issue of a pending investigation.
Abroad, there are some "non-factory" and the well-known brands, such as sporting goods in the Nike, Adidas and so on. Even Coca-Cola, Pepsi-Cola Enterprises is also the beginning of this expansion in the context of globalization to play by the construction enterprises to "sell the brand" image, Coca-Cola has always been proud to claim: "Even if the factory destroyed overnight, but also the reconstruction in the next day." However, these enterprises are able to build the factory by to "sell the brand," There are several fundamental points in common, namely: first, the factory from the beginning of the establishment of entities; II mastered the core technology enterprises; three, has its own powerful product design, R & D institutions.
Ceramics industry, some enterprises Although there is no physical plant, but with the product design, R & D capacity, if the depth of development, have some unique production technology, from products to do, "so the brand" Maybe it is not difficult to achieve.
Link "no plant" of the top five advantages of "non-plant enterprise" mode in addition to general, industry, academia, marketing and research for the organic integration, so that collaboration is more refined division of labor, its superiority lies in:
In favor of brand development. Production and sales as a result of the separation of own-brand distributor in the Balance will not be able to promote and build on their sales experience and advantage, bigger, stronger brands. Once the formation of a strong brand effects, "in order to sell" ex situ production or cross-border production will become possible, this is the brand to become a way of international brand.
In favor of channel development. Dealers have their own brands, they can use their sales experience, good business methods and advantages of sales channel development, from "looking for agent" to self-store or "Agent + self-store" of the situation, the successful production the maximum number of shop experience in the reproduction, truly flat channels.
Will help reduce costs. After the division of labor as a result of the professional manufacturers to reduce sales, marketing, production links, and a large number of non-productive enterprises to reduce the auxiliary personnel, this will reduce a lot of manufacturers and merchants the cost price on the same basis, can improve the profits of manufacturers. Or profit in the same, you can reduce the selling price and is conducive to the promotion of products.
Conducive to upgrade services. Production and marketing division of labor, business services was mainly targeted at distributors, for distributors to provide qualified products; and distributor of brand building as a result of their own needs, will focus to provide consumers with full sales and service quality, which will greatly enhance all aspects of the service level and quality of service.
Yi-Fan Comments: "no plant" is the practice of the industrial division of labor theory of enterprises run production, research, marketing and so on all aspects of the "small and complete" model, has proven to be a further development of corporate shackles. The success of industrial clusters must be official, industry, academia, marketing and research division of the situation in detail. "No works of enterprise" is the industry towards the government, industry, academia, marketing, and research, the development of a detailed division of labor practice.
In recent years, to address the environmental, energy and sustainable development issues, Foshan Municipal Government, Foshan ceramics industry will be positioned as a headquarters-based development planning. Separation of production and marketing of the "no-plants" of business planning for the realization of this development provides a viable solution; Similarly, ceramic products such as Zibo many local brands, under the guidance of the Government can take the "no plant" of the model for the main distributors for the brand bigger and stronger; and undertake the transfer of Foshan ceramics industry Takayasu Jiangxi, Jingdezhen, Yueyang, Hunan and other places you can form a professional production base; around Jingdezhen and other professional institutions, research institutions and other professionals were allowed to continue to play a personnel training, technology research and development strengths. The above-mentioned division of labor in the formation of the division of labor across the country's industrial structure refinement.
