Hi, this is the Jing money with a bit different first phase does poineering work say.
This, we try to span the brand story of individual business and commercial pattern, extend the dialog a more baronial perspective, consume the market to Chinese instantly a little, fasten even lock body those who develop evolution to comprehend especially, unscramble the form model process of a consumable card.
This period, the conversational honored guest that we invite is the aunt on Shanghai boils tea drink copartner now -- Mr Song Taiyi. 7-ELEVEn of Ceng Ren of Mr Song Taiyi interlinks business to exceed Taiwan district vise general manager, Shanghai to unite a star the famous chain company such as Buck vise general manager is in charge of high, perfectness supply business of catenary, action, development, person endowment and quality to supervise etc.
Interlink an enterprise from famous international, face about investment makes the poineering spring tide of tea water market now, does the heart have He Bo billows? The interlinks the market development that kisses all previous more than 20 years changes, observed what interesting phenomenon and trend? What does form model consume the crucial factor of the brand to have? Bringing these topics, we and Song Zong talk about the sound of his heart together.
Perhaps, you can from which or cause resonance, or search so that inspire.
The article makes an appointment with 6400 words, suggest to 9min grows when reading
Deepness interview, recommend an index: ? ? ? ? ? ? ? ? ? ?
01 enterprises: Foreign capital or civilian battalion, core competition advantage is crucial topic
Mr K: International waits in Buck of 7-ELEVEn, star before you famous chain company holds the position of exorbitant canal, is all previous of already of this paragraph of duty how?
Song Taiyi: I am inchoate and main had worked in system of these two foreign capital namely. One is the 7-ELEVEn that Taiwan unites company division to fall, probably time of 18 years, at that time is to be in what the enterprise achieves newly to turn in investing a career, develop, basically included the brand of the domain such as bakery of convenience inn, chain, large supermarket. Still having a paragraph of experience is in headquarters of Shanghai star Buck, the time that I stayed 5 years over there.
Mr K: To tycoon of these two chain, do you feel their core competition advantage is reflected in what respect?
Song Taiyi: Look in me, their core competition ability basically comes from the operation ability at noumenon industry, this depends on crucially among them, the core product of the brand has long-term place in the market, the service that provides at the same time just can be united in wedlock with product photograph.
It is with 7-ELEVEn exemple, what it offers is convenient form retail product, main competition advantage comes from the selection logic that follows at exceeding advantage and essence. Among them, delicacy feeds a product to occupy than 40% , the necessaries of life is occupied than 60% , article make an appointment 2000, the base that just satisfies odd-numbered days of a family is retail consume demand, include food each respect.
As to astral Buck, it is with the life of acme the experience is logic, the industry that goes driving coffee market upgrades. Be in the United States, consumer is inchoate drink black coffee, and after coffee of type of meaning of Buck general introduces the bit and standardization tries to expand, blend in the life setting of tall simple sense, portray the pattern that gives optimal client experience, made space of the 3rd life become its core competition dominant position so far.
Mr K: For summary, companies of these the chain that cross a state have catenary of value of a core, drive the development of the development of the brand and market with this.
Song Taiyi: Yes, and this among them core value catenary is changeless, just be in different country according to commercial environment adjust measures to local conditions. Itself of the enterprise that cross a state has longer lifecycle, when the consumptive setting that gets used to different country, it is duplicate of its original value chain and locomotive mode, the segment that carries ceaseless iteration then is optimized, improve value catenary continuously, the dimensions of solid finally different now country and area is outspread.
For instance 7-ELEVEn, in view of the geographical environment with American capacious the area of a country's territory, those who adopt is the form that combines with gas station, will provide convenience sex service; And in area of chinese mainland, Taiwan and Japanese and other places, it is it is core in order to accord with house home demand and office worker demand, in business of main block, office the circle reachs live and circumjacent concentrated overall arrangement.
7-ELEVEn profession is experienced
Silhouette of job of Shanghai star Buck
Mr K: Here respecting consumptive setting of China, the development of the foreign capital enterprise such as Buck of that comparative 7-ELEVEn, star is logistic, what do you feel the development mode of enterprise of battalion of our country civilian has to differ?
Song Taiyi: Actually, the innovation career of enterprise of domestic civilian battalion, come from for the most part at China potential of this abundant consumptive big market. As economy development, dweller can control income to rise, increasing appearance changes the appearance appearance that terminal consumes, market of a lot of fractionize and guest group fixed position has certain masses base, this also brought quite big market to do poineering work to Chinese poineering home opportunity.
So inside this, the development mode of the comparative enterprise that cross a state, the innovation career of civilian battalion enterprise is the demand that gets used to the market normally, cut an appropriate fractionize trade, be in small after numerous market accumulates the client's preference and habit slowly, agglomeration becomes the core competition ability of the brand, form the value of one individual department then.
Especially in recent years, our country consumes the iteration speed of demand, cross state-operated and the ability that cross state-owend enterprise course of study to expand demand quickly. And as a result of innovation speed accelerate, the civilian battalion small and medium sized business with these more agile mechanisms can from which cut gives new spending to serve setting, evolve into the market chance that gives fractionize industry gradually, for instance neck of tea drink, duck, coffee, investigate it is a sheet is tasted its essence, but exist all the time because of popular demand, it can form industry of a fractionize.
Mr K: What can foreknow is, consumptive market change with each passing day of China, domestic consumption supply carries the development mode that also is dominant with state-owend enterprise and foreign capital brand from in the past, change direction slowly with medium or small the mode that poineering company is fundamental strength. But develop the long already business that cross a state to wait relative to these, what does the development existence of civilian battalion enterprise challenge?
Song Taiyi: Normally, these well-known companies that cross a state are in the trademark is well-known degree, the respect such as market of ability of company culture, capital, race to control, absorbing ability, have stronger competitive dominant position. And the development need of medium and small businesses experiences civilian run the phase of force of a labor, its brunt city condenses preexistence brand force, be made continuously and maintain core competition ability, form the echelon formation that belongs to oneself and market then.
Accordingly, in this process, the core group of the enterprise appears crucial. A preeminent poineering group can the development turning point that essence of life allows to master the market, the development mode of form model brand, form the ability that capital accumulates.
02 do poineering work: Clear strategy thinks of the poineering mission with intense peace keeping
Mr K: You at that time is to be based on think what kind ofly, does from famous international investment of chain company face about arrive to be achieved newly model in the career?
Song Taiyi: In fact, the locomotive flow of maturity career and company culture, the development with old course is already confirmed. Although I am in unified enterprise to be able to participate in the many development that start a brand newly, logic of its core movement still is based on the competitive mode of the parent company, can generate innovation in the level such as sale gimmick only at most, gift very hard the company culture with new brand and vitality. In the meantime, if enterprise the acuity to the market, under the speed that the iteration that consumes configuration and consumption upgrade, very easy delinquency expands a scope, upgrade accordingly changeover can become slow.
And in achieve newly model in the career, put in more innovation and development opportunity. It is with the aunt on Shanghai exemple, when I am joined, the brand already had the market base of dimensions of nearly 700 inn, be in the most initiative phase of the core competition ability that stabilizing in form model and company culture. In crossing state-owend enterprise trade to how be me so then, the flow of core competition ability of fluoroscopy control and locomotive mode, transplanting does poineering work brand-newly to model on the enterprise, it is one has a challenge very much, also deserve the business of the attempt.
Mr K: Serve as a person do poineering work that comes out from large company likewise, I have feeling greatly to this, doing poineering work is a need courage, it is a thing that needs strategic eye more. In addition, competition of market of water of these a few years of domestic new-style tea is very intense, head brand horse race encircles the ground, the sth used to one's own advantage that brand of a lot of so called heads already all gained a huge sum is added hold, you choose the aunt on Shanghai to have not obtain capital to add held company to serve as poineering jumping-off place so however, how to consider?
Song Taiyi: I discover, wait to cafes from chain of convenience inn, bake, supermarket, drink industry has an advantage relatively relatively on profit structure, go up in investment dimensions also relatively economy, make the first selection that I do poineering work naturally. In the meantime, below good luck coincidence, the author that I met the aunt on Shanghai is single total, week always. Then I think, choose with its from 0 starting start forms, be inferior to joining the aunt on Shanghai this poineering company that already had certain economy dimensions, again the reform that amid has locomotive flow and stability extend relatively organic instead meeting.
Besides, make tea water market develop now now, already entered the metaphase phase of contention of a hundred schools of thought, the difficulty that enters bureau new brand also becomes greater. And the enterprise that is in metaphase to develop level is in future is 10 years to have play space most, but the crucial problem that also facing steady progress. Accordingly, to the aunt on Shanghai, need to run in the enterprise just about the talented person that the respect such as flow of competition ability of mode, stable core has rich experience is joined, ode can the company grows.
Additional, the last few years comes, mainland market runs really the tea water brand of a few right still straight battalion pattern, form of their a lot of innovation also is worth us to learn. Nevertheless, hold high besides this kind about this market be hit high and besides mode of straight battalion heavy asset, still can walk along small small chain to join in means, we have our reflection. My individual thinks, city of a gleam of of preexistence of choice of the aunt on Shanghai runs model of the inn that open the door, begin in small line city next " the country surrounds a city " the strategy makes a way, have its rationality and tremendous latent capacity.
Strategy of the aunt on Shanghai plans
Mr K: Do poineering work not easy, seeking pair of right poineering partner is a not easy thing more, the core group of a poineering enterprise also wants to be made clear to did not have and clear far seeing plan.
Song Taiyi: Yes, this also is another reason that I am willing to join the aunt on Shanghai. On one hand, in the system of a few chain that pursued in the past in me, I participate in Buck crossing a heavenly body personally the operation of 1500 inn is outspread, taiwan 7-ELEVEn makes an appointment with the scope progress of 5000 inn, these are the phase that the brand is in high speed to grow. So, interlink systematic management to what grow quickly, I also am sure quite relatively, this also be identical the development strategy that 10 thousand inn push Chao Qiancheng of the aunt on Shanghai.
On the other hand, total, week sums up I and sheet the predestined relationship is long already, develop and manage a concept what often communicate this brand. In this process, it is adjacent that we discover each other have some of concept, but some concepts are based on respective profession to experience and also differ, and these different as it happens are to need us to go shirt-sleeve.
Mr K: The big company before be being compared works and present combination does poineering work, what kind of change does your state of mind have?
Song Taiyi: The inaugural experience that actually after-thought has more than 20 years, no matter be in which company, I regard myself as the operator look upon that oneself invest my job. And after joining the aunt on Shanghai, what experience brand of a newly established personally is dovish make level, each pace is shirt-sleeve the painstaking effort that we fight, such mission feeling photograph is older than be in when the enterprise, more intense.
Mr K: Mission feeling originates responsibility, this kind of thing often is full of the hour of energy to erupt in the person, await us to be able to feel us want create and guard something in those days.
Song Taiyi: To me, the aunt on the Shanghai that help strength makes 1000 walls the mission of 10 thousand inn is particularly intense, the experience that the chain system that accumulated me in the past then changes and ability, the aunt on Yu Hu of complete pour into in this brand, breaking ground iteration to optimize is in order to get used to commercial environment of future very important. But in this process, not be the power that leans a person only, should rely on a group more give the power with the Cenozoic Era.
Mr K: So how are you to locate you do poineering work in the aunt on Shanghai the part in the group?
Song Taiyi: In the core group of the aunt on Shanghai, I and another copartner Chen Zong are age to compare large generation, week of father single sum always belongs to Mesozoic Era, and we must lay solid foundation for the Cenozoic Era, make its can answer more intense competition in future. This also is my fixed position in the aunt on Shanghai, outside the brain that makes a group together with core member, the breed person that also should make new student group and preceptorial.
Show level of course and character, the chain that our first goal is an aunt on Shanghai joins in the system is made more complete and careful, ceaseless lever gear door the QSC level of inn, make its capable to answer intense market competition and high level feed how to run a requirement.
03 markets: Interlink systematic development, firm fast ability is optimal
Mr K: Be based on so old chain to consume the professional setting of the domain, what kind of is the development trend that you feel home interlinks market future?
Song Taiyi: Actually, the chain company of domestic share grows to show level, can attain the scale of above of billions of class, the method that has appeared on the market in the program even, be based on China especially giant the food industry that consume the market and has. But what we should notice is, rate of consumptive market iteration is too rapid, in the past 20 years, it is consumptive demand no matter, still be sale mode, consumption means, can saying almost is every 5 years of every 3 years of small iteration, big iteration. And in this process, a lot of enterprises had not formed good operation mode and when superintendency flow, the consumptive environment of the market was changed.
Accordingly, our country is current major small and medium sized business, the sense that gives me is blundering person be in the majority, everybody is market of hope race to control first machine, realize alleged circuit to go up erupt type grows. Actually, lack far seeing plan and brand precipitation mostly, for instance the research and development of the product innovates and deepness investment, supply catenary and feed what the integrated consciousness that brings chain government, talent develops a system to build etc, the level that even keeps in shallow.
But no matter how is the market changed, new consumptive group can age eventually, consume thinking and consumptive pattern to also will be changed subsequently. Below the big trend that upgrades in consumption, I believe, prospective consumer serves the demand with healthy consciousness to what the enterprise offers, more and more severe exacting. Relative to character, those companies that seek steady progress and character canal to accuse can go more for a long time.
Mr K: Face the consumptive demand of China's huge spending market and fast iteration, how does a brand locate mode of development of oneself, choice is getaway crucial link. Among them, to numerous meal enterprise, straight battalion still joins in, total meeting faces such contradictory choice. Are you how is the commerce that look upon interlinks a system two kinds this logistic?
Song Taiyi: Straight battalion is heavy capital mode, include a feature the education of choice, talent, need huge capital investment and various canal to accuse, it is the enterprise that cross a state or investment of state-operated company transition normally succeed relatively easily. But Chinese market is very interesting, achieve a brand newly to be added in capital hold below, as much mode of capable implementation straight battalion. Additional, straight battalion also is put in particular risk, as a result of tripartite capital intervene, prospective brand whether hold to original fixed position and impression all the time, it is uncertain.
relatively for, join in systematic advantage is light investment, outspread fast, but go up hard in the problem that joins in business chooses. With respect to the aunt on Shanghai character, we are right healthy, boil now, feed how to take seriously very much, need joins in business is had very strong feed install consciousness and awe-stricken heart, but if apace dilate, recruit joins in business, can appear certainly among them a few phenomena that do not match. Accordingly, in rapid development and dovish operation 2 respects, have the problem that accept or reject and balances surely.
Of course, join in system most the task of core still depends on letting join in business gains profit, making money after all just is kingcraft, just be brand actual strength next accumulate. Below this kind of mode, join in the communication of headquarters must very complete, and move wanting abide is onefold method and single impression last aggrandizement. So, the operation government ability of headquarters and brand impressional are embedded, no matter be to grooming on system or choose project, must carry out importunate at the same time.
The aunt on Shanghai joins in business plenary meeting
Mr K: On the other hand, our country joins in the environment has not mature completely at present, business ethics and contracted spirit still are in growing phase, should join in the system is done at the same time mix greatly had done, need time. The strategic goal of the aunt on Shanghai is to realize 1000 cities 10 thousand inn, in this process, how are you to master join in the rhythm of development?
Song Taiyi: I think, below current socioeconomy environment, hold to " firm fast " it is first-rate rhythm. And when should not coming to our country to join in integral environment of the system develops to get on a building again, join in the not likely of brand form model below mode can be defeated by straight battalion system, return can far outclass even the development of straight battalion mode, this respect we can see in the market such as the United States, like Mcdonald's, Kendeji such joining in brand, their QSC operates level to not be defeated by straight battalion brand.
But I also think, in the straight battalion system with join in systematic middleman and guarantor has regular, the standard that will build a brand with this and set an example, the palm accuses prospective influence to join in the particular actual strength of business is relatively important. As to join in the scale of inn and straight battalion inn, in light of the quantity that we groom from the aunt on Shanghai and growth rate, it is relatively ideal that the scale of inn of terminal straight battalion achieves 5%-10% . But this also is not sheer number, basically be the program that develops a person with ability to oneself by the enterprise and development spend those who will decide, of course also with join in the development speed of inn and demand, groomed efficiency relative.
04 brands: The consumptive market of fast iteration, user strong intelligence is crucial
Mr K: Experienced chain to consume a domain to old market grows and change personally, the thing that what makes you special sigh with emotion among them?
Song Taiyi: The most interesting inside this, it is the management of the member and sale. Actually, consumption upgrades it is ceaseless all the time that this thing is in China in what happen, but major company does not take home seriously,consumption upgrades, take seriously however grasp temporarily consumptive turning point, put idea on Internet sale, think this is the gimmick of member management erroneously. But right member government and sale, can affect an enterprise to develop structure of program and product, so far, the business that home can obtain this horizon is very few really can count.
Mr K: alleged horizon decided height, an enterprise wants to accumulate piece base the brand with evergreen course of study, proper development rhythm and clear strategic program are crucial.
Song Taiyi: More interesting nevertheless is, the brand of a few enterprises that cross a state is in its are native can base course of study is evergreen, situation of natural environment disaffected produced however after entering Chinese market. Can say, come nearly 20 years, as the development of Internet and the maturity that tripartite pays a tool, the consumptive ability of Chinese market is detonated to come out, arose to have fasten the consumptive pattern appearance at global each country, its iteration speed is scarce on this world, also cross state-owend enterprise course of study to cannot master.
citing, be in Euramerican, the development of an industry goes forward one by one as the constant growth of national earning, exceed from convenience inn, business for instance, to department store, shopping centers, go vacationing to the theme again Eden. But be in China, accompany what consume tide as Internet to sweep across, these form develop at the same time entirely almost, this is just like the child, father, grandfather, great-grandfather this 4 acting crowds, be in at the same time same a competition on the market.
Fascia sheet tastes: Tea with milk of hematic polished glutinous rice
Mr K: Talked about so much to consume the configuration of the market and trend about China, fractionize arrives for a consumable card, face the consumptive market of so fast iteration, do you think of the brand make and what key essential factor does operation have?
Song Taiyi: In consumer behavior, a focal point that we emphasize is client contact dot, those who point to is a brand is in touch when amounting to consumer, what the hope travels is what kind of brand effect and individual character. This also is with respect to need enterprise in consumer heart, build the strong intelligence about the brand, the aunt on Shanghai was accomplished in ground of the success will come when conditions are ripe on this.
In making tea drink circuit now, we chose very traditional article -- tea with milk of hematic polished glutinous rice, this is tasted the photograph is very interesting, it has the culture inside information of old Shanghai already, have healthy product impression again. Accordingly, the sharp intelligence that the client produces to product of the aunt on Shanghai is agreed with, the be identical that is the choice as this breed and name of its and brand is spent, and brought brand effect.
Mr K: Visible, as the brand accumulate, the aunt on prospective Shanghai hopes to transfer customer, be " food crops tea with milk " , " healthy tea drink " wait for figure. To this, the aunt on Shanghai is the poor dissimilation advantage that oneself forms in how making tea water market now, optimize ceaselessly upgrade of brand image?
Song Taiyi: Its are really current in making tea drink trade now, the aunt on Shanghai is the brand that exclusive and true implementation boils 85% above little material now, of the others 10-15% feeding capable person is finished product. Can say, the locates quite can complete be identical boils tea water now concept of the aunt on Shanghai, really true on-the-spot hold office at court this direction tries hard continuously. I believe, future holds the tea drink card of this market, get the unique fixed position that has oneself and product characteristic certainly, ability is extended continuously in this market, the intelligence that retains customer is cognitive.
Begin from 2019 so, the aunt on Shanghai around " healthy " core concept will make a product, come true first " hematic polished glutinous rice " to " food crops " changeover, drive then " healthy tea drink " brand form model. That is in this process, we have only boil tea water now, boil now feed how to superintend, source control of food go against the river is accomplished 3 times this, ability forms consumer to " healthy tea drink " intelligence acknowledge.
Mr K: We talk about here temporarily that today, appreciate Song Zongbao's valuable time, expect to have more thorough communication opportunity later.
Song Taiyi: Capital of acknowledgment Jing money all the time since to the aunt on Shanghai all-around capital strategy is endowed with can, we also are willing and more and outstanding capital just communicates collaboration!
The advisory type high-quality goods that ★ regards a research as drive is cast row, jing money capital basically becomes long-term and preeminent poineering company to provide a selling party for big spending all the year round financial adviser serves. Hold to " with the industry the most top class service, the person do poineering work with the most outstanding service industry " concept, the distinctive understanding that depends on pair of trade current situations and foreground, powerful research is advisory price ability, careful the service valve that turn accuses force and good brand reputation to spend, already served numerous and preeminent poineering company. Pay close attention to " Jing money capital " , welcome more poineering companies and us to link, achieve industry and sth used to one's own advantage fight in coordination ~
