Mr. Michael Porter, a famous American competitive strategy scholar, is an advocate of global corporate strategic competition. His outstanding contribution is to summarize three profit models for market competition under traditional industries: “differentiationâ€, “cost leadership†and “concentrationâ€. A little" for global companies to choose. In the domestic lighting industry, Otlan (Asia) Electric Co., Ltd., which set off the industry's red hurricane in 2007, Michael Porter's point of view coincides with his manager Han Xiaoming's business strategy. This has also become the magic weapon for Otlan.
Winning the magic weapon: do not take the usual path
“Without the usual practice, Otlan is not today.â€
——Huang Xiaoming, the head of Otlan
In the face of the complicated competition in the industry and the current price war, Han has performed very sensibly. He said: "At the beginning, Otlan has fallen behind others. If you don't work hard, you can never surpass others. You don't even have the chance to connect. If you wait until the time is ripe, follow the other people's back, Otlan will sooner or later. Will be very far away from other brands."
Therefore, compared to other people's step by step, the Otlan people are more advocating the spirit of adventure. After setting 2007 as Otell's "Full-Time Marketing Year" and "Brand Service Year", Otlan began a red storm in the country, which also inserted the banner of Otlan into the north and south. Mr. Han said: "Every day there will be a lot of things. What we can do today will never be pushed to tomorrow. Even if there are flaws and imperfections, there will be time to make up for the correction. Today, Otlan does nothing but do not want to do it. of".
"Reporting worries and not reporting good news" is the "death order" issued by Han to his subordinates. He is not interested in the numbers, he seems to be somewhat careless about performance and sales. However, for the speed and quality of outlet development and the problems in the market, he asked his subordinates to report without any details. At the same time, the Complaint Center is also directly managed by him. He said: "Some companies have a sound organizational structure, procedural norms, and complaints are often reached through layers of checks. Such complaints and opinions have been greatly reduced when they arrive. It does not make much sense. Only by breaking through the normal channels can he understand the most authentic. With market information and opinions, Otlan can also make progress every day."
Winning magic weapon 2: cost leadership, first harvesting and harvesting
“How to choose between development and cost risk is the confusion of most medium-sized companies.â€â€”—Huang Xiaoming, the head of Otlan
Large-scale enterprises fight for quality, small enterprises fight for price, and medium-sized enterprises that are between large enterprises and small enterprises are like sandwich biscuits. It is the most difficult to manage. Of course, the development is smooth, and everyone is happy to be promoted to a large-scale enterprise. If it is not smooth, it will be downgraded or even eliminated.
And if the enterprise develops to a certain extent, it will also face the problem of perfecting the organization and system, and it also means the increase of hardware facilities and labor costs. However, how to grasp this degree is a problem that makes the head of the company a headache. When do you increase your investment? How much is invested? Is there so much work for employees after adding settings? Can the profit increase soon after the cost increases? This is extremely realistic. Investing means risk, and if you don't invest in it, you can't achieve breakthroughs and gain development.
In the face of such a choice, Otlan once again chose to take risks, only because of the dreams in his heart. General Manager Han introduced that when the management staff was added, the eight-hour working time may only have two hours of work for the employees, resulting in a waste of resources such as “someone has nothing to do, there is something to doâ€. However, a company with imperfect mechanisms is unlikely to gain development. What the company can do is to open the market as soon as possible, increase sales, and gradually give them enough work in the process of development.
During the interview, Ou Lang's three core figures Han Xiaoming, He Zubing and Yang Rongping have been quite busy. General Manager Han said that according to such a situation, it is necessary for Otlan to expand management again.
Winning magic weapon three: professional, refined development
“It’s not easy to choose a competitive strategy that suits you, but it’s even harder to choose a competitive strategy that suits your own performance and persevere.†– Michael Potter, a famous American strategic scholar
Choosing a business model is like choosing clothes. The most popular ones are not necessarily the best. The key is to suit yourself. After finding the right position, it is a problem to be implemented. However, in the face of too many temptations, there are very few who can persist in perseverance.
In the wave of materialism, Otlan always adheres to the development direction of home lighting, from kitchen and bathroom lights, ceiling lamps to energy-saving lamps, living room lamps, table lamps, brackets, mirror lamps, and spotlights... The lighting series has basically been fully equipped. Otlan's kitchen and bathroom lights are striving to win the first place in the industry. Acrylic ceiling lamps are also relatively complete in the industry. Mr. Han insists that Otlan does not want big goals and big plans. As long as there is progress in the current field, there will naturally be gains. As for the status and influence in the industry, self-owned consumers and businesses to comment.
Reporter's notes:
After writing this manuscript and going back to the past, I found that Otto’s winning formula is not really a new principle. Quality, service, marketing, management, these are the foundations of the brand. On the road, Otlan is not the loudest slogan, but to the extreme of these guidelines and common sense, Otlan is one of the few companies. It is precisely what has been done by others that they dare not do, and these ordinary principles are practiced in a small matter, and Otlan has created an extraordinary miracle.
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