Complete Communication - Uncle De's Long Journey

Author: Wang Fangjian
Publisher:
Publish Date: 2004-01-01
Features: "Uncle De," the head of Galanz, is the first entrepreneur in China to embark on the "Long March." The Long March represents a complete form of communication. Under the difficult circumstances of maintaining market performance, this communication became a crucial driving force for Galanz's sales revenue to rise from over 8 billion RMB in 2002 to 10 billion RMB in 2003. Many domestic companies have been actively seeking and copying the content of the "Long March" discussions through various channels, using them as teaching materials for their marketing staff to study and emulate. People are curious about what exactly Uncle De spoke about during the "Long March." How did the senior marketing team at Galanz refresh the thinking and perspectives of the company's employees, turning them into frontline actions and generating extraordinary momentum?
"Difficult tasks can be accomplished if one perseveres, and enduring hardships can be achieved if one has the will to endure. If one can chew through tough roots, then all things are possible," Uncle De said. How can companies break free from the quagmire of product homogenization? How can they improve sales quality and solve the "product paradox" in mature industries? How can the conflict between "established businesses" and "new ventures" be successfully resolved? How can products be sold in underdeveloped areas? What are the experiences in successfully developing secondary and tertiary markets? How can products maintain strong sales even during off-peak seasons? How can suppliers be persuaded to lower raw material prices when a company needs to reduce its own product prices? How can a province become a "sales powerhouse"? How can the "career officer" mindset of marketing managers be addressed? How can explosive energy be enhanced at terminal sales points? How can the "pen-pushers" in the planning department collaborate with the "gun-pushers" on the frontlines? These are common challenges faced by companies operating in highly competitive markets. The classic sample enterprise of "global manufacturing," Galanz, has largely resolved these issues through the Long March.