Cable Talk: The Cable Industry Must Strengthen Itself to Stand Out in the Competition
Jun 25,2019
Currently, although the macro economy is gradually improving and gaining recognition, cable companies will still face more brutal market competition. On one hand, after a series of crises, the surviving companies in the cable industry have improved and perfected their market risk awareness, business strategies, cost control, marketing methods, as well as personnel and technology, significantly enhancing their overall competitive capabilities. However, at the same time, each cable company is facing stronger competitors. On the other hand, after the reshuffling, the already fiercely competitive cable industry will have even fewer opportunities to leverage the principle of "using a small force to achieve a large effect," meaning that cable companies...
Currently, although the macro economy is gradually improving and gaining recognition, cable companies will still face more brutal market competition. On one hand, after a series of crises, the surviving companies in the cable industry have improved and perfected their awareness of market risks, business strategies, cost control, marketing methods, as well as personnel and technology, greatly enhancing their overall competitive ability. However, at the same time, each cable company faces stronger competitors. On the other hand, after the reshuffle, the already fiercely competitive cable industry will have fewer opportunities to leverage the principle of "using four ounces to move a thousand pounds," meaning that the marginal costs for cable companies in brand management, market promotion, and product development will increase, and the available maneuvering space in a resource-scarce market will be smaller, making speculation almost impossible.
Therefore, in the face of an increasingly mature cable market, it may not be easy for cable companies to expect to live as well as before after the crisis. Because even if they are not knocked down by the crisis, the erosion by competitors still makes companies feel a heavy sense of crisis. As the saying goes, survival of the fittest is the law of the market. Therefore, for cable companies, if they hope to operate more healthily in the future, they must adjust their mindset and pace, continuously change, innovate, and actively embrace new challenges.
1. Grasp production control and strengthen management items.
In the early stages of growth, the Chinese cable industry can fully utilize the advantage of low labor costs. However, if it develops to a certain scale without management reform, many drawbacks will be exposed. Therefore, while production control is important, optimizing and developing management items is also urgent.
Learning from past experiences, many cases have shown that if cable companies focus solely on expanding production scale without considering the construction of soft power, the consequences can be severe and the lag obvious. Therefore, establishing a good management mechanism is imperative for the Chinese cable industry.
First, both hard power and soft power must be grasped firmly. Companies should fully value talent cultivation and reserves, strengthen talent team building, reserve labor resources, and establish personnel and technical hierarchies. In production development, the advantages and roles of human resources should be fully utilized, allowing the crystallization of wisdom to be realized in sales improvement and company expansion.
Secondly, improve the reward and punishment system, and implement accountability for assessment targets and responsible persons. Encourage mediocrity and reward the advanced.
Furthermore, emphasize product sales services and uphold corporate integrity. Build a foundation of integrity, prioritize people, and let integrity lead. The foundation of honest trade is also the key to promoting and supporting trade development. Whose cable products make users feel comfortable buying and assured using, that company can establish trust with users, and users' monetary votes can be cast for them.
2. Reject small workshops and achieve branding.
Branding is the integrated direction for the prosperity and strength of the cable industry. Only by adhering to branding can the true heroism be displayed. So how to build a brand and do it well? Some experts have concluded that based on the successful paths of currently well-known brands, one can start shaping their brand image from the following aspects.
Cable product image.
The image of cable products should focus on two aspects: the performance of cable products, which must break through barriers and avoid a homogenized route while ensuring high quality, and increase the added value and technical content of cable products.
Service aspect. The brand image deeply rooted in users' hearts largely needs to be recognized through excellent service. Service should provide differentiated value-added services from four aspects: concept, environment, behavior, and emotion. For ordinary users, cables are still considered professional products, and most users do not understand them, which requires cable companies to do a good job in service to win market respect and recognition. Currently, among the entire cable industry, those companies that perform well pay more attention to service.
Public welfare aspect. Cable companies should actively participate in public welfare activities and be enthusiastic about them. Chinese people have always upheld the good moral principle of "a drop of water shall be returned with a burst of spring." Moreover, it is now emphasized that "doing business is about doing it with conscience," and "when poor, one should cultivate oneself; when rich, one should benefit the world," so brand cable companies should pay attention to this issue.
Brand story. A story is an event that resonates with the public's hearts, and this requires cable companies to coordinate their service work well. The story does not need to be grand but must resonate; it can also be small but impactful, creating resonance through continuous promotion by the company. Certain events can enhance the company's brand image, but based on the principle of "integrity as the foundation of business," practices such as "making up stories" or "malicious hype" should be firmly avoided.
Form a unique corporate brand culture. Many people think that corporate culture is intangible, but looking at famous cable companies at home and abroad, they all have their own unique corporate culture. Therefore, domestic cable companies should focus on the construction and dissemination of brand culture. In addition, the construction of brand culture should start from the company's responsibilities and form its unique culture without blindly following trends.
Unique advertising creativity. An advertisement provides users with the visual image of the corporate brand. Good and meaningful advertising creativity can significantly enhance the company's brand image in users' minds and quickly seek users' recognition.
Strengthen strategic cooperation with brand enterprises in other related industries. The saying goes, "If you are not from the same family, you won't enter the same door." Strategic cooperation with strong brands in related industries can not only benefit the company's commercial interests but also have a corresponding effect on its brand image and gain recognition from other enterprises in related industries.
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