The statistics of many market organizations are also extremely pessimistic, compared with the same period last year, the retail market slid about 7%. The external causes of the market slump are obvious, and there is no need to dwell on it.

It is important to focus on what we can do to make efforts to boost growth. In general, there are two means of creating growth. One is the extension, that is, to increase investment in order to increase output; The second is the intension type, promotes the growth while promoting the output efficiency.

There is no good or bad, but only marginal effect difference. This means that we are talking about widening the new runway or upgrading the operating level, only in a certain range can have the best effect. Further said, is by expanding product category, expand Marketing Team, increase the dealer team;

or by upgrading the quality of the single product to enhance the existing marketing team's production. This is a very complicated problem. In different contexts, epitaxial growth and connotation of growth, extensive growth and intensive growth, all have different meanings, which is also a very sophisticated calculation.

The most effective way to operate is to have the best results, and only the people who run the market can accurately calculate, not as the industry media we can be raved. But in the market observation, we still found two directions of extreme. First, most of the small and medium-sized brands, in the national market there are a large number of blank time, tightly grasp 35 distributors do not put, and constantly pressure, said the image point this is Shing; Some of the big brands in a category has been achieved every increase in a percentage point when the number of times to work hard, still unwilling to expand the new growth category in time, said the image points, this is called the success of an inch.

Both are typical of this extension of growth and keep the connotation. The same is not the size of the brand, the other is typical in the direction of the show, some small brands superstitious investment, annual investment death; The individual big brand is embodied in the category is many but not strong, looks like the stall is very big, actually most category to the actual sales contribution is insignificant.

This is the typical example of this intensive growth that is addicted to extensive. As an industry media, we are most willing to help others paste feelings of a category of labels, such as professional, focus, and so on, such as aircraft carrier, flagship, etc., but as an observation, research industry for many years of media, we still have to say: Enterprise operation is a sophisticated system, is a technology.

Out of the performance of the feelings, no matter how elegant, are very unreliable. The industry is really grim, and confidence is still there.

Look at the mature industry such as air-conditioning, color TV and other categories, they experienced a dilemma, especially in the kitchen electricity, and finally, still came over. Big vision, big ideas, micro-operation, always not contradictory. As the special plan of this issue says, the kitchen electricity industry should have stepped out of the ' Teacup storm ' to meet the challenge of a larger pattern.

Look at the mature industry such as air-conditioning, color TV and other categories, they experienced a dilemma, especially in the kitchen electricity, and finally, still came over. Big vision, big ideas, micro-operation, always not contradictory. As the special plan of this issue says, the kitchen electricity industry should have stepped out of the ' Teacup storm ' to meet the challenge of a larger pattern.