Author's brief introduction
Han feng
Guangzhou your benevolence help marketing consultant agency (China's first home building materials marketing a full range of business), founder and chief marketing consultant, lu yun think-tank founder, dealers founder, chief instructor.Peking University international mba (bimba), China marketing highest honor "Taiwan international prize" winner.Is domestic, overseas marketing experience and experience of living fossil 】 【 marketing, there are more than million words of original articles published in major marketing management kind of print media and network media.Is the author of household building materials industry the first systematic marketing sales first book "since the childhood is beautiful" Chinese ambry the ambry that sell to make money, the boss the first book that learn to manage do highly profitable dealer network blog, column total clicks over ten million times.

The author in consulting and advisory household building materials industry, found that the vast majority of enterprises are private enterprises, and most of these private enterprise boss is self-made grass-roots origin of the boss.This is a Chinese business owner inside one of the most dynamic group, is also the most easy to make mistakes in enterprise operation and management of one of the groups, twist.The cause of easy to make mistakes, twist it is its own limitations, such as character, vision, vision, pattern, the limitations of knowledge, background and so on;2 it is household building materials industry is a sunrise industry, is not mature, but "to" not much, no mature model and module can copy, all bosses are "touch stone across the river," mostly "no matter white cat black cat catch mice are good cat" in the short term pragmatism theory.Is an interesting phenomenon in household building materials industry, even a niche industry peer enterprises, each enterprise's organizational structure, department name, functions and responsibilities are different, it also illustrates the immaturity of the industry from the side.
Based on his years of work experience in large and small and medium-sized private enterprises, the combination of the work on his own in household building materials enterprises and consulting experience, summed up the Chinese household building materials enterprise bosses "ten die den", to all the "distance" of China's household building materials enterprise owners a wake-up call and prompt, in hopes of enterprise boss little detours in the process of actual operation and management, less useful to make a mistake.
The first big business bane is why old fall not the enterprise culture.More and more bosses realized that the larger the enterprise, the development of the need to the enterprise culture.Bosses also boring thought bitter to whole out of a set of corporate culture, hanging on the wall, written in this manual, the moment of speaking, also to staff training, be "much cry and little wool", most were "oral culture", "culture" on the wall, "culture".Culture in the enterprise does not open, can't fall and the reason why the boss is very big.The cause of this result is most bosses don't know that I am the enterprise culture, and culture is the enterprise culture of the boss, the boss if there is no culture, is also a kind of "no culture" of the enterprise culture.The boss in word and deed, especially act, precept of management, is the enterprise culture.All fall not because the boss think about promoting a he thinks good culture, their physically doing another culture, the result is "two skin" of culture, between each other, even contradictory, the boss to promote corporate culture, staff to heart heartfelt recognition and physically, management and grass-roots staff more cans be imagined.As a result, the boss culture and corporate culture to become two parallel lines, never intersection point, also is impossible to have fell to the ground.
Second largest bane is enterprises leave relatives is lame.The related enterprise is not necessarily bad, many excellent foreign enterprises are family businesses.Household building materials industry bosses like the above said is mostly grass-roots origin of self-made, start-up without relatives, who can rely on?Who is reliable?This is a very real problem.So, the vast majority of home building materials enterprises not mom-and-pop stores, shop is relatives, have blood relationship with the boss's relatives all more or less exist in enterprises.Note that the foreign family enterprises is not and no relation of modern enterprise system, on the contrary, many foreign family enterprises is to establish modern enterprise system and mechanism of professional managers of family business.But don't forget the point that "south orange north definite", family businesses in China compared with foreign, evolution to the modern enterprise system and the difficulty of the mechanism of professional managers are much larger than the family business abroad.A big reason is that foreign is logic "of the situation of" law, science, management, and on the contrary, China is the affection, opinion and method of logic.First match not appropriate, is there any reason, the last is operator does not conform to the system and administrative or local rules.Even if the business owner of his relatives to a bowl of water, other people always think the bowl or crooked.The vast majority of employees are thinking: as long as there is relative, no fair!No matter the boss shouted slogans blaring, useless.The more outstanding the creation of one of the best private enterprises in China hope group of "greatness" of liu yonghao, Liu Yonghang brothers: the beginning to now not a relative.Human nature is too know about China, admire!But can only be successful case, there is no representative and universality.Reality is, with the development of the enterprise, bosses is forcing companies to make their own relatives, as to how to fade out, not in the scope of this article.
Third largest business bane is the camp of the "iron water".The change flowing water of soldiers to "flush", because "flush" than the "water" as to reflect more personnel flow speed, like according to the latest toilet button, thunderbolt less than their ears.Extremely busy during the human resources department every year to recruit people, the old generation of sneaked away, the new generation of again, a period is a lot of household building materials boss heart wipe not to pain.Most of home building materials also not live on system, system development, but by people.People, especially older employees a walk, take away a large number of technical backbone, technology and methods of the enterprise would be lost, a lot of good things and method are lost, become a means of employees get high salary, and enterprise fall a pour water into a sieve.Keep people, retain talent, in particular, is each owner must be calculated to consider and deal with.Staff salaries, salary in the competitiveness of the industry, for staff career development space and channel development, retention of means and methods should be required for all bosses.
Fourth largest business bane is to pay employees, I will not rise, passively coping.Employers are concerned about the cost, especially the human cost, don't want to go up every year.But the idea of employees, wages not risen, as long as two years, most employees began to have idea.Such as staff put in a claim for a pay rise, is to let employees after the buyers to negotiate with the boss again, for the most part is the case.The boss was "forced", employees are generally "lion big openings," let the boss in a dilemma, very passive.Better to take the initiative to deal with, the employee's annual assessment method of clear, the improvement of the promotion mechanism, set for seniority wage of the employees, in the same way that a "small step to run", embodied in salary every year, is likely to be practical and feasible solution.
Fifth largest business bane is "not airborne die, with the airborne troops dead".China's most successful professional manager whether lee, tang jun, despite a retailing heartbeat high salary can take, but constantly job-hopping estimate is not their intention.The sour only their hearts most clearly behind the scene.At present, China's bosses can and professional managers "forever" is rare.An incredibly is China's current social blundering, most bosses are short-term quick buck, no long-term strategic plan, to do in the short term is the key to the performance and sales of professional manager patience is limited;Second, China's own professional manager team maturity level is not high also, and is also a good and evil people mixed up, NiShaJuXia, also many people despise and criticized by the boss;Three is the boss and the managers as background, vision, orientation, personality, thinking mode and so on, the huge contrast running-in process often takes a long time, but the market range, range is likely to be finished in a beat two scattered.Boss to have a clear or classic "barrel theory" : the piece, please come back "long board" (managers), their buckets or other board "short board", if not same length as the long board or development in the direction of the long board, there is no hold more water (out of good performance, good sales results.This "long board" is likely to be the board "wood show the woods, the wind will destroy both the" targeted "long board" (managers) probably would have become a hapless despondently.
Sixth largest business bane is "no big enterprise's life, they have big enterprise disease".The big enterprise disease is what disease?For the most part is bloated, bloated and inefficient.This is not a big companies want to have to the disease, but can you treat this disease problem.This is a large enterprise as an organization, people, processes, expansion will inevitably have to the disease, the weight of the only disease, have no disease problems.A book written by the original IBM CEO Mr Gerstner and elephant dance together, become a concession bestsellers reason is here.Elephants (large enterprises) although the process is long, slow decision-making, low speed, reaction sensitive enough, but this is also one of its advantages, less decision-making errors, system stability, strong ability to resist risks.Household building materials enterprise boss, more is the sparrow (medium and small enterprises), should have the decision quick, responsive to the market, change fast, efficient, it can play to their comparative advantage.But a lot of household building materials enterprise boss got a "sparrow is small all-sided", to get agencies always kind of various, departments, management level, personnel overstaffed, low efficiency, just let oneself suffer from the diseases of the wealthy big companies, shouldn't have to.Household building materials enterprise boss should keep in mind is that lean bureaucracy, personnel refined, levels decrease, responsive, decision-making quickly, high efficiency and implementation in place, it is a magic weapon that small and medium-sized enterprise survival and development, the development and the need to insist for a long time, and the pursuit of growth stage.
Seventh largest operating bane is "big feet shoes".Frankly, most of China's household building materials enterprise boss, learning ability is very strong, willing to try and adopt new ideas and practices, this is a double-edged sword.Whether in theory, system, mode, mechanism, for the enterprise, advanced and backward, only suitable for, is not suitable for.Admire a boss, they have the courage to put their own business as a test "mice", the thought or others sell their so-called advanced theory, system, mode, method, combined with their own enterprise development stage and enterprise resources present situation, the blind horse and the promotion, let her not appropriate to wear a pair of little big shoes.Don't fit me, and when employees understand and implement it, complain, fall by the wayside, when bosses were put, left off.Household building materials the owner need to keep in mind is: suitable is the best, don't let your head be a racetrack for others!
Eighth largest operating bane is suffering from adhd "brand".Now is an era of information explosion, to let consumers remember a strange and unfamiliar brand cost is very high, the investment is very big, is the need for expensive bosses have a lot of money and time.And most of the household building materials enterprise brand is the unknown industry brand, can let the public called out few mass-market brands, household building materials enterprise brand construction is a long way to go.But a lot of household building materials business owner to own brand positioning, brand slogan, brand image, such as music, a year or two change, a typical "the being".Look at heng "sheep sheep sheep", the brain platinum "this year the holidays don't accept a gift", even if is the so-called experts and consumers to scold the dog, known as "advertising", but they still insist on.They enjoyed the essence of China's brand construction, let consumers remember first.When a consumer scold out brain platinum, go to the supermarket, give a person a gift to send what?Mind emerge may be the brain platinum.Household building materials boss will need to keep in mind is that the accumulation of brand equity is consistently insist, otherwise we are not brand assets, have "adhd" brand, may gain is negative equity.Glistening silver really naught, heartache ah.Why bosses love "brand adhd", because the important brand positioning, brand slogan, brand image, need market judgment and consumer insight, and most of the boss is to rely on head and decision-making, are not self-confidence and stick to yourself, go with the flow, the brand can naturally become to change to the doll.
Ninth largest operating bane is "fast is slow, slow is fast."Many household building materials of the boss, especially for the national brand owner, would "ChengTou times" king flag, with the fastest speed to complete the layout of the national network and channels.To see the country each place on the map with the feeling of the small red flag is a sense of accomplishment.This led to a lot of bosses blindly aggressive.Become network expansion "dark horse" is relatively easy, but the quality to be a network of "white horse" is not a day.Fight for a new customer costs is to obtain an old customer cost four times as much;Do bad to comeback oven into a market, to develop a new market in more than four times, hidden costs may be much larger.Do bad, would rather not do;Prepare adequately, would rather not do, a lot of bosses wise choice.No quality fast is slow, quality assured slow is fast, this is all bosses should understand dialectics of business.
The tenth largest business bane is "not to be the boss of doing things".Will the boss should be doing, or will be, or will work also will be?About this problem, unable to agree, there is no standard answer.But the author's consulting experience: a small boss wants to do things;The boss will do things to life again;Big boss must be will be.To do is to rely on IQ, be an upright person should rely on emotional intelligence, the boss is larger, the higher the emotional intelligence should be, the main task in life.Some bosses often mistake is to think of itself as the the front work "pioneer", employee but stand beside, shopped.Bosses, please ask yourself, if you still need you to do things personally, what are you doing please so many people?The human figure, the human figure urbanity, condensation of the people to death, for what do you want to be a big home improvement will tell the boss, might be more important than doing things and more critical, more can decide the development of the enterprise, and even life and death!
Death is not terrible, terrible is not get through the way of death.The above summary of household building materials the ten "death" of boss, may be biased, smoke chapter broken righteousness, household building materials enterprise bosses as long as the combination of their own actual situation, suit the remedy to the case, will surely get through their overseers second pulse, loose the bane, physical fitness, martial arts progress!