SME brand

Short-term quick "rule of alligator"

There are saplings growing in Uncle City, and Mount Tai is made up of tiny soil. Small and medium-sized enterprises can one day become giants. It only needs patience and strategy, but also attention to attack power and reaction speed

-------Zhuge Changqing

In the market competition, small and medium-sized enterprises have no choice but to withdraw because of their weakness and often encounter heavy encirclement. Even the small and medium-sized enterprises that can survive can only stay in a corner, and the ones that do well can engage in OEM, while the general enterprises are desperate to win orders at low prices, thus falling into a vicious circle of development. This kind of dilemma without its own brand or its own brand appeal is too limited for small and medium-sized enterprises, so how can many small and medium-sized enterprises climb out of the market quagmire and go to the downwind road? From the successful experience of dozens of small and medium-sized enterprises supported by the author, the "Crocodile Rule" is a scientific rule more suitable for the development of small and medium-sized enterprises at present. The enterprises that follow the survival of crocodiles have become regional strong brands.

The first rule of the crocodile path is not to be a whale in the sea, but to be a bully in the ditch

Like crocodiles, small and medium-sized enterprises should know how to choose their target markets and professional fields. Crocodile is not as capable as whale, so it is not greedy for perfection. It just uses its local advantages and core competitiveness to become stronger and bigger in small areas, becoming the leader in the ditch and No.1 in local areas. Galanz microwave oven is the most classic case. In an era when enterprises generally believe that diversification is the only way to make money, Galanz only specializes in microwave oven, and has established low-cost and technical advantages with large-scale advantages. As a result, Galanz microwave oven has made great strides. Up to now, Galanz microwave oven has occupied more than half of the global microwave oven market.

The strong brands distributed throughout the country accurately target the needs of local consumers and adopt targeted local combat tactics, so that the industry-leading well-known brands can only be ranked behind in the local market. For example, Henan Huahuaniu Dairy Co., Ltd., because it did not have the strength to impact the national market at the beginning, made great efforts to lay the channels in the province, so that Huahuaniu was completely laid from the city to the countryside, thus laying the leading position of Huahuaniu in Henan and laying a good foundation for its future development.

The second rule of the crocodile path: have keen insight and covet your own goals

The crocodile's eyes are close to those of pigs, emitting a kind of light of death and stupidity, but it has extremely keen insight. The crocodile keeps its eyes out of the water, like an indefatigable periscope, coveting everything that can be imported. Whenever it finds the target, it can decisively and successfully poach.

In the market competition, the market is always full of opportunities and threats. Therefore, small and medium-sized enterprises need to have keen insight and master keen "poaching" skills to seize opportunities. For example, adding soy sauce to Hong Kong will seize the opportunity of Hong Kong's return in 1997, and people will pay close attention to Hong Kong, making it famous in the mainland; The most classic strategy in history is the positioning strategy of "non cola" of 7Up, which makes 7Up from an unnamed product to a segmented product in the beverage market alongside Coca-Cola, thus achieving rapid development; However, there are still many cases of rapid progress of small and medium-sized enterprises, such as Wang Laoji's "fire prevention", which has made them break through successfully from many drinks and quickly become the leader of the industry segment; Sankeshu's "healthy" paint, when people are looking at the color of the paint, starts with the "health" that people are most concerned about in their hearts, and successfully occupies the concept of healthy paint, so that consumers can get rid of the color temptation of the paint market and become a national famous paint brand. Admittedly, many small and medium-sized enterprises have seized the market opportunities in their respective fields, not only become regional strong brands, but also spread the battlefield across the country.

Rule 3 of Alligator Way: absolute competitive advantage in local areas: instant powerful attack

The crocodile is too powerful. For example, a 54kg crocodile has a bite force of 700kg. Therefore, they can easily break the hard armor. No matter what kind of animal, as long as it enters their mouth, it is hard to escape.

At the beginning of small and medium-sized enterprises, even if they have precise market strategies and objectives, if they can not quickly conquer this target market with strong attack force, it is undoubtedly an opportunity for their rivals to fight back. However, some enterprises have grasped the starting point and have rapidly risen in the industry. The event of "Fuya drinking paint" is a classic case of the rapid rise of Fuya paint company in the industry.

 中小企业品牌

短期速成的“鳄道法则”

  大叔市有小树苗长成的，泰山是微土组成的，中小企业，总有一天也可以成为巨无霸，只需要耐心和谋略，还要注意攻击力与反应速度......

                      ------- 诸葛长青

在市场竞争中，中小企业因其势单力薄往往遭遇重重围堵而无奈退出。即使能存活下来的中小企业，也只能固守一隅，做的好的可从事OEM，而一般的企业都是饥不择食地以低价来博取订单，从而陷入发展的恶性循环。这种没有自身品牌或自身品牌号召力不强的窘状对于中小企业过于受限，那么，如何使众多中小企业爬出市场泥潭而走向顺风大道？笔者从扶持过的数十个中小企业的成功经验来看，“鳄道法则”，是较为适合目前中小企业发展的科学法则。而仿效鳄鱼的生存之道来发展的企业，都做成了区域性的强势品牌。

  鳄道法则一：不做大海里的鲸鱼，只做水沟中的霸王

   中小型企业应像鳄鱼一样，懂得选择自己的目标市场和专业领域。鳄鱼，没有鲸鱼那样的本事，所以它不贪大求全，只是利用自己的局部优势和核心竞争力，在小区域里做强做大，成为水沟中的霸王，局部领域的NO.1。格兰仕微波炉可谓是最经典的案例，格兰仕在企业普遍认为搞多元才能赚钱的时代，只专业做微波炉，以大规模的优势确立了低成本和技术优势，结果一路高歌猛进，直至今天，格兰仕微波炉已经占据了全球超过半数的微波炉市场。

  而分布在在全国各地的强势品牌，就准确瞄准了当地消费者所需，采取针对性的本土作战手法，使行业领先的知名品牌在当地只能屈居后列。如河南花花牛乳业，由于刚开始没有冲击全国市场的实力，就下大功夫在省内的渠道铺设上，使花花牛从城市到乡村全部铺设完成，从而一举奠定了花花牛在河南的领先地位，为其今后发展打下良好基础。

  鳄道法则二：拥有敏锐的洞察力，觊觎自己的目标

  鳄鱼的眼睛近于猪眼，散发着一种死亡、愚蠢的光，但却拥有极其敏锐的洞察力。鳄鱼将其眼睛一直突出水面，像一架不知疲倦的潜望镜，觊觎着一切可以入口的东西，无论何时，只要发现目标，就能果断地成功偷猎。

  在市场竞争中，市场永远是充满机会与威胁的，因此中小企业要拥有敏锐的洞察力，掌握敏锐的“偷猎”技巧才能把握住机会。如香港加加酱油，就抓住了香港97年回归，人们对香港普遍关注的机会，使其在大陆一举成名；而历史上最经典的莫过于七喜“非可乐”的定位策略，这使得七喜由一个无名产品成为与可口可乐并立于饮料市场的一个细分产品，从而取得快速发展；而现在中小企业快速突进的案例还有许多，如王老吉的“预防上火”，使其从众多饮料中成功突围，而迅速成为行业细分领域的老大；而三棵树的“健康”漆，则是在人们在审视涂料的色彩时，从人们内心深处最为关注的“健康”入手，成功占据健康漆的概念，从而使消费者走出涂料市场的色彩诱惑，成为全国著名的涂料品牌。诚然，还有许多中小企业在各自领域内把握住了市场机会，不仅成为区域性强势品牌，更将战场打到全国。

  鳄道法则三：在局部领域拥有绝对的竞争优势：瞬间的强大攻击力

  鳄鱼实在过于厉害，举个例来说，一条54公斤的鳄鱼，咬合力竟达700公斤。因此，它们能轻易地碎裂硬甲，无论何种动物，只要入了它们的口，均难逃一劫。

  中小企业刚起步时，即便有了精准的市场战略和目标，但如不能用强大的攻击力来迅速征服这片目标市场，无疑是给对手反噬的机会。而某些企业掌握了发力点，便迅速在行业中崛起。“富亚喝漆”事件，是富亚涂料公司以一起事件迅速发力，在业内迅速崛起的经典案例。

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

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往期精选文章

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1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向