Low-cost expansion of Longsha Group

Many domestic enterprises are still in the stage of making money with sweat and blood. For many enterprises whose annual sales have reached hundreds of millions of yuan, the bosses do not feel the joy of making money at all. Many people die young before they can enjoy their profits. In fact, there are easier ways to make money and more exports, but these entrepreneurs have formed a fixed thinking pattern, and feel that hard work is real wealth, but do not know how to make money easily with brands and capital. Now the sign of a rich man is not how much fixed assets and cash you have, but how much money you can mobilize when you need it, whether you have insight into the market opportunities, and whether you can seize the golden opportunity of leapfrog development.

Vision is worth billions of gold

Langsa Group is a smart enterprise. When the competition in the sock industry continues to be fierce and the profits continue to be diluted, it takes the right time to take advantage of the shell of a listed company named * ST Changkong to successfully go public and further enhance the brand awareness. Through the shell, the company's wealth will fuse in less than a year, with market value earnings exceeding 1.5 billion yuan, and huge profits. It is no secret for me to go public by backdoor. When I was stationed at the Langsa Group for the second round of consulting service cooperation, the chairman Weng Rongjin was busy in Beijing on a business trip. Longsha has become a specimen of backdoor wealth for a while. Not only Zhejiang enterprises, including many local enterprises in Shanghai and Beijing, have actively pursued this backdoor meal, but the shell resources in the market have become extremely scarce and expensive; When many enterprises invested a huge amount of money to speculate in stocks and make some small money, Longsha Group prospectively used a small amount of money to carry out equity acquisition as early as a year ago, and reaped huge value-added profits, which is the value of vision.

In fact, Langsa Group has nothing but brands, but as the president of Coca-Cola said, if it burns out overnight, a better Coca-Cola can be built in another year, and the key to breakthrough is to take advantage of the brand. Why do you want to be a brand? The purpose of strengthening the brand is to attract the attention of dealers and consumers, and to attract funds and crowds. As the main advertising slogan of Longsha Socks: "Longsha, not only attraction!"

Four, two, and a thousand gold

Longsha is a typical low-cost expansion road. The first step is to establish its brand. In 1996, when other sock manufacturers were still focusing on the big circulation, it was the first to go to CCTV and boldly launch the first sock industry advertisement. The brand awareness soared. I think those who have seen the advertisement should have been impressed. In their minds, they unconsciously drew an equal sign between Longsha and the first brand in the sock industry. Since then, Longsha Group has stepped out of the vicious circle of low-price competition and entered the path of sustainable development. The rapid improvement of brand influence has made Langsa taste more sweet. In 2004, when the macro control was carried out, the bank loan was obtained by relying on the intangible assets of Langsa brand. For more than ten years, Longsha has never fought a price war. Those enterprises that competed with Longsha in those years have gradually withdrawn from the market. Longsha not only lives well, but also grows bigger and bigger. As Weng Jindi, the general manager of Longsha Group, said: "Like Haier and Little Swan, price competition does not exist between them. The Haier brand has been established in the hearts of consumers, and there is no need to compete for price. So Longsha's socks are priced at 1 yuan, and no enterprise dare to set a price of 1.1 yuan. Many foreign enterprises come to Yiwu to investigate and invest in the sock industry, but after seeing Longsha, they dare not log in. Consumers believe that Longsha is the brand."

In 2006, when Langsa Group made a leapfrog transformation from the hosiery industry to the interior decoration, they found a professional consulting agency like us, and borrowed our breakthrough development model, which has been developed exclusively with more than ten years of painstaking efforts, to carry out an integrated planning of the company's five-year development strategy, brand strategy, and marketing promotion strategy, forming a breakthrough system strategy win and sell model; With the help of our influence in the underwear industry, we successfully held a nationwide large-scale investment promotion conference, which attracted many heavyweight underwear dealers in China to compete and reach the efficiency of four or two thousand kilograms and low-cost expansion. We have to be impressed by the mind and vision of the senior management of Longsha Group to integrate resources. They pay us only a few million yuan, but they gain more than a hundred million yuan of visible income, and more intangible assets such as brands.

Break through and multiply

We have provided strategic breakthrough solutions for many enterprises with great potential in China, which can help them quickly realize the multiplication from tens of millions to hundreds of millions of yuan. The strategies we have provided are to seize the structural opportunities of the industry, in line with the actual situation of the enterprise, and do not need to invest a lot of money. We have reduced the amount of capital and risk we need to invest to the minimum, which is completely an executable practical plan. However, many entrepreneurs have a very difficult mindset. The most frightening thing is that they think that rapid and leapfrog development is beyond their reach. They are still busy working hard to make small money. In fact, it is easy to make big money, but difficult to make small money. For this reason, I am filled with emotion. Consulting is to find a dialogue person for the boss. The first step to do a good consulting project is to get through the boss's thinking. Otherwise, no good strategy can save these enterprises from fire and water. As the saying goes, God can't help those who don't know how to save themselves, let alone we are far from God?

Here, I have to make some comments on the broad-mindedness of the senior management of Longsha Group. They are quite kind to us and always try to give us more consulting fees. After confirming the strategies we provide, they can fully cooperate with us to promote implementation and clear all barriers for us. When we provide training for the middle and lower level employees, they will also take the lead to listen and discuss carefully on time, which makes us unable to spare no effort. In their spare time, they are easygoing and casual, which also makes us feel the simplicity of Chinese entrepreneurs. For these billionaires, if you see them in the street and restaurant, you can't judge from their travel and clothing alone; They are doers. It is common for us to go out for a box lunch together when we work together.

 浪莎集团的低成本扩张之路

   国内很多企业还停留在用血汗赚钱的阶段，许多年销售额已经达到几亿元的企业，老板们丝毫没有感受到赚钱的快乐，很多人年纪轻轻，还没有来得及享受自己的收益，就撒手人寰。其实，有更轻松的赚钱方法，有更多的出口，只是这些企业家已经形成了思维定势，觉得拼血汗得来才是真财，而不懂用品牌、用资本来轻松赚钱。现在富翁的标志已经不是你拥有多少固定资产和现金，而是在你需要钱的时候，能够调动多少资金，有没有洞察市场先机的眼光，能不能抓住跨越式发展的千载难逢的时机。

　　眼光值亿金

　　浪莎集团就是个聪明的企业，在袜业竞争不断激烈，利润不断摊薄的时候，看准时机，借助一家名为*ST长控的上市公司的壳成功上市，将品牌知名度进一步打响，通过借壳,前后只用了不到一年的时间，公司的财富就发生聚变，市值收益超过15亿元人民币，获取了巨额收益。浪莎借壳上市对于我来说不是什么秘密了，在我常驻浪莎集团进行第二轮咨询服务合作的时候，董事长翁荣金出差在北京忙得就是这件大事。浪莎一时间俨然成为借壳暴富的标本，不仅浙江企业，包括上海、北京等许多地方企业都积极追寻这场借壳大餐，但是市场上的壳资源已经变得极其稀缺昂贵；当很多企业投入巨额资金炒作股票赚些小钱的时候，浪莎集团却早在一年前就前瞻性地，动用很少的资金进行股权收购，收获了巨额增值利润，这就是眼光的价值。

　　其实，浪莎集团除了品牌什么也没有，但是正如可口可乐总裁所言，如果一夜之间烧光，再过一年马上可以建起一个更好的可口可乐，乘势打响品牌是突破的关键。为何要做品牌？做强品牌，目的就是为了吸引经销商、消费者的眼球，就是为了吸引资金和人潮。正如浪莎袜子的主广告语：“浪莎，不仅仅是吸引！”

　　四两搏千金

　　浪莎是典型的低成本扩张之路，第一步是打响品牌，在1996年其他袜子生产企业还在顾着走大流通的时候，它第一个力排众议、大胆到中央电视台，打出第一个袜业广告，品牌知名度大幅飙升。我想看过那个广告的人应该都留下了深刻印象，在他们的头脑中也不知不觉间在浪莎与袜业第一品牌画了等号。浪莎集团从此走出低价竞争的恶性循环，步入可持续发展的通途。品牌影响力的快速提升让浪莎尝到了更大甜头，2004年宏观调控时，靠浪莎品牌的无形资产就拿到了银行贷款。十多年来，浪莎从来没有打过价格战，那些当年和浪莎竞争的企业逐渐退出了市场，浪莎不但活得滋润，并且越做越大。正如浪莎集团总经理翁金弟所言：“就像海尔与小天鹅，价格竞争在他们之间是不存在的。海尔品牌已经在消费者心中建立起来，没必要进行价格竞争。所以浪莎的袜子定价1块钱，没企业敢定价1.1元。很多外企来义乌考察投资袜业，但看了浪莎后，就不敢登陆了。消费者信的是浪莎这个品牌。”

　　在2006年，浪莎集团从袜业向内装进行跨越式转型的时候，他们找到了我们这样的专业咨询机构，借用我们融合十多年心血独家研发的突破式发展模型，对公司的五年发展战略、品牌战略、营销推广策略进行了一体化规划，形成了一个具有突破性的系统战略赢销模型；并借助我们在内衣行业的影响力，成功举办了全国大规模的招商大会，引得国内众多重量级的内衣经销商竞折腰，达到了四两拨千斤、低成本扩张的效能。我们不得不为浪莎集团高层整合资源的胸怀和眼光所折服，他们付给我们的不过是几百万，收获的却不仅仅是上亿元看得见的收益，收获更多的是品牌等无形资产。

　　突破谋倍增

　　我们曾经为国内很多非常有潜质的企业提供了战略突破方案，可以帮助他们快速实现从几千万到几亿元的倍增，提供的策略都是抓住了行业的结构性大机会，符合企业实际，无需投入很大的资金。我们将需要投入的资金和风险降到了最低，完全是可执行的实战方案，而很多企业家的思维定势是很难撼动的，最可怕的是他们认为快速跨越式的发展是自己不可企及的，他们最后还是忙着去拼体力赚小钱去了，其实，赚大钱易，赚小钱难。为此，我感慨万千，做咨询就是给老板找个对话的人，做好一个咨询项目的第一道关就是打通老板的思维。否则，再好的策略也无法救这些企业出水火，常言说的好，不懂自救者，上帝也无能为力的，更何况我们离上帝还很远呢？

　　在此，我不得不对浪莎集团高层的博大胸怀发些感言，他们对我们是相当厚道的，总是尽量多给我们一些咨询费用，对我们提供的策略，在确认后，能全力配合推进执行，为我们扫清一切屏障。我们为其中下层员工提供培训的时候，他们也会按时、带头去认真听讲、研讨，那份认真让我们无法不全力以赴。在工作之余，其随和、随意，也让我们感慨中国企业家的朴实无华，对于这些亿万富豪来说，如果在大街、餐厅见到，单从他们的出行和穿戴是无法作出判断的；他们是实干家，在我们一起工作的日子，一起出去吃个盒饭是常有的事。

(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

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