2016-03-01 16:11
Frieda: the consumers become investors and entrepreneurs
[straight news network Beijing on March 1 hearing] (Qilu Evening News Ren Leilei) as the world's largest hyaluronic acid production and research and development base, Freda Estee Lauder, L'Oreal international first-line make-up brand suppliers of raw materials, Freda also has been working to build influential own make-up brand. Last year, in the direct selling license to Kang makeup Avenue, Freda really started from B2B to B2C transformation.
The innovation of the marketing channel, from a sense said also hosts of Lushang group "Butterfly"; bearing the SOE operators continue to break the courage of the ceiling in the system. As the general manager of Lushang group, Ling Pei Xue business is a 900 billion yuan of commercial aircraft; as a chairman of the board of directors of Freda, Ling Pei Xue is doing, is to Freda by a production and marketing enterprises to sales and service enterprises.
Innovation is the development of enterprises
the only way
Valentine's day has just passed, Ling Pei Xue with multiple sub company executives to the Korean homes have clothes, and Korean homes have clothes CEO Zhao Ying light a deep in conversation.
The electricity supplier industry is seen as the "Shandong commercial news, mobile phone and Internet big brother about the brand!"
In fact, Freda is also involved in the O2O field. Last July, Freda formally established the "makeup Da Dao Kang" the direct sales platform, o2o + direct sales model, established a year, achieved sales of 1 billion yuan. In 2016, Ling Pei Xue Kang Road to makeup the goal is 300 million yuan. According to his expectations, such as sales to 6 hundred million, a large ad the confidence vote.
The chemical industry angel investors summer said that at present China many local cosmetics brand with annual sales have reached more than 1 billion yuan, if the recovery amount can reach 500 million yuan, it is enough to enter the local brand camp. In this regard, the Kang Ling Pei Xue avenue of the new platform is expected to makeup is not low.
Frieda in the Department of Ophthalmology and the cosmetics industry has been invisible champion. Freda group has the world's largest hyaluronic acid (hyaluronic acid) development and application base, Estee Lauder, L'Oreal, Shiseido, amore, international brands of raw materials suppliers. At the same time, Freda is Asia's largest ophthalmic drugs research and production base of products occupy the market share of more than 20% of the Chinese market, its Shu, moiclear eye drops firmly occupy the market first throne.
That year, chloramfenicol and moiclear eye drops on CCTV prime time advertising, a short period of time to become the first brand in the industry. This is what happened in the late nineties of the last century marketing case, Freda every year will launch in CCTV wuliuqianwan yuan in advertising, which is equivalent to now several million advertising.
"The state of medicine have strict control, while TV advertising is one of the few short time to establish brand marketing." Ling Pei Xue explained that although the eye drops very impressive gains, but like the bidding of CCTV advertising, already can not afford to do.
For the cosmetics industry, Ling Pei Xue thought and drugs can not walk the same marketing, also can not like the international first-line make-up brand advertizing put brand. "In fact, Chinese very superstitious foreign brands, domestic brands is very difficult by means of advertising in a short period of time to achieve the equivalent effect of brand marketing." Ling Pei Xue said, Freda's own make-up brand and Estee Lauder, L'Oreal, Shiseido these international big ratio, but the packaging almost, in the quality of a point.
Similarly, state-owned Internet Co do not like money. For example, Jingdong, until now also loss, this situation can not imagine in state-owned enterprises. Pei Ling theory, if not a certain market size, product channel did not open, to cosmetic advertising is playing ducks and drakes, but "if companies like Internet that a loss in more than a dozen billion, the assessment of the state-owned enterprises that goal is difficult to reached.
In the cosmetics industry, the establishment of channels is the priority among priorities. "If I throw money into the channel is not established, people can not buy a product, all the marketing are empty." Pei Ling theory, on the eve of the outbreak of the product, we must first do the sales channels.
Dig a direct selling license
Dividend policy
January 2015, Freda get direct selling license license, which is the 52 a direct selling license, Freda has also become a domestic first into the state-owned enterprises in the field of direct marketing, formed to o2o + direct marketing operation mode of Freda Kang makeup Avenue division. At the same time, Lushang group also got the license and the third party payment license.
Kang Avenue makeup project team public account million small second class introduced Kang makeup business model avenue. This business model fully tap the the state-owend enterprise contains the first direct selling license "dividend policy" -- through direct bonus system to mobilize members of the entrepreneurial enthusiasm and initiative, to customers for investors and entrepreneurs, let this platform becomes a popular business platform for the public.
At the same time, Lushang group's ETS payment Co., Ltd. also received a single business license issued by the Central Bank of the Internet payment and bank card. That is to say, it has engaged in Internet financial business qualifications.
For the establishment of direct sales channels, makeup Kang Road, Ling Pei Xue called it the information release stage. "We no longer rely on advertising channels, since then, have their own place to talk. 15 seconds of advertising can express things is limited, but I an hour of class can from the history of the products to the principle of speak clearly, and it is directly facing consumers and dealers, which is than advertising more effective means of communication. "
The breakthrough of state-owned enterprises salary
ceiling
Whether the research products of enterprise transformation, or channel innovation, the most important is the talent. Frieda is from the development of the initial transformation, the introduction of professional R & D personnel from all over the country, to the present channel innovation, and professional marketing personnel to understand. How to introduce and retain qualified personnel of state-owned enterprises is facing problems. As a private post, can open a million annual salary, while state-owned enterprises may only open to 300 thousand the highest annual salary.
"That has come to break the state-owned enterprises pay the ceiling!" Ling Pei Xue sigh, Freda established direct sales channels to from the country to recruit talent, must according to the industry standard. In the Kang makeup Avenue platform, a deputy salary is 3 times that of the direct supervisor.
So, when Kang broke through the salary system of state-owned enterprises makeup Avenue ceiling, within the system of workers is somewhat emotional. Ling Pei Xue eloquently said, this is the status of state-owned enterprises, in this case, only to do ideological work within the system staff. "This is really not a joke. Take the leadership of the salary is lower than subordinates to solve this contradiction, is to play the party, do ideological work."
2016 is considered to be landing in the reform of state-owned enterprises. Recently, the central enterprises emerging Jihua as sample to share the experience of reform. In this company, the general manager does not drop directly into the staff.
Frieda is also facing the problem of the reform. As above, the system like, Pei Ling theory, the core of the reform of state-owned enterprises is to solve the constraints on the system and mechanism, further emancipate talent, which is the first productivity.
The identity of the state-owned enterprises, Frieda decided to reform can steady, reform can not engage in subversive. This is the feeling of Ling Pei xue. He believes that in a very high degree of market-oriented industry, holding high dozen method doesn't work.
The supply side reforms
The first to give corporate tax cuts
At present, the supply side reforms has become a corporate restructuring and a chance, which holds the core technology, to produce high-quality products enterprises to release the favorable signal. For the supply side reforms, from Ling Pei Xue believes that the operability of the reform is concerned, first of all to the enterprise burden.
This is the Tsinghua University Professor, a famous sociologist Sun Liping told the story of Wuhu dumplings delicious dumplings, why not sell? Because baozi sell expensive, people can not afford to eat. But the boss is also a stomach bitter, a steamed stuffed bun, the tax accounted for half price.
At present, Freda state-owned enterprises such as facing the same dilemma Baozipu boss. Pei Ling theory, for the business enterprise, the enterprise tax is three times of profits, 1 billion of profits, it would have to pay 3 billion tax. While some industries have 3 billion profit, but can not pay 1 billion tax.
Sun Liping believes that the only clear middle, to open the supply and demand sides of the. Because of this middle ground distortion, caused the production of what consumers buy no money, what you did not come.
In this regard, Ling Pei Xue urged countries should support the structural tax cuts, a certain industry, encourage innovation, but also to strengthen the protection of intellectual property rights.
Dealing with capital
Pay the tuition"
Pei Ling theory, Freda began the transition from 2008. Before 2008, all the energy companies are on drugs, cosmetics to expand after 2008, when he proposed the concept of health. The idea is three lines simultaneously: Department of Ophthalmology, firmly occupy the first in the country, including beauty products such as skin, also is the traditional Chinese medicine products in Department of orthopedics. "If the three lines simultaneously, Freda now turnover of at least three times more than Freda is today."
Ling Pei Xue regrets come from him so many years trying and capital. Ling Pei Xue's feeling is that entrepreneurs are very helpless in front of the capital. When it general Freda to $200 million price sold to Bausch & Lomb had caused the industry in an uproar, the industry with emotion, "foreign buyers is really fierce, boldness." However, this does not make Freda become the industry giant.
Ling Peixue said that after the acquisition, Bausch & Lomb only retained the Department of Ophthalmology, the other two legs will waste out. All of the techniques and scientific research achievements are idle in the enterprise, which means that Freda want to stand up, we must start from scratch.
In recent years, Chinese capital market is active, the new opportunity again. Ling Pei Xue said, now, capital is not the most important problem, the key is to have a good project, as long as there are good projects capital naturally came to the door. Therefore, innovation has become the priority among priorities of enterprises.
Through the listing of the company to solve
To solve some problems in the system
The State encourages the public entrepreneurship, innovation and peoples, but the high cost of innovation, low cost of someone else's cottage, so many companies always follow others go. Ling Peixue believes that the key is the supply side reforms, and supporting the appropriate policy.
Ling Peixue believes that state-owned enterprises flexibility is not enough, but the error correction mechanism is better than private enterprises. For private enterprises, the success or failure of the system to the boss may 90% of the boss is right, but if the 10% is wrong, is a disaster, state-owned enterprises in this area much better. If the mechanism of state-owned enterprises and flexible, certainly higher than the competitiveness of private enterprises, and even multinational corporations. The reform of state-owned enterprises is the core mechanism, how to mobilize the enthusiasm of people, through innovation mechanism, make the state-owned enterprise transformation and upgrading.
At present, Freda is also exploring the hope that through the listing, to optimize the corporate governance structure. "We do a project of the health industry, ready to in accordance with the method of listed companies, mainly to pension and health, combined with Freda pharmaceutical. In the existing mode of operation, and we hope that through the listing of the company to solve some system to solve the problem, because the rules of listed companies is more mature, this is Freda a transformation in the future direction. " In addition, Freda is also preparing the medicine in traditional Chinese medicine sector Akihito Freda into listing Corporation.
Interpretation of hot news, sensitive events, more exclusive analysis, as in "straight thing" micro channel, two-dimensional code scanning free reading.
|