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“小霸王”市場沉浮三十年,農(nóng)機企業(yè)如何鑒往知來?
2019-06-03
17:27:42
來源:農(nóng)機網(wǎng)原創(chuàng) 作者:四夕 閱讀量:50489
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導(dǎo)讀:從山寨任天堂紅白機起家,小霸王也曾紅遍大江南北,成為每一個小孩都想要擁有的“神器”,而后卻迎來被時代摒棄的結(jié)局?;仡櫺“酝跏袌龀粮∪?,農(nóng)機行業(yè)或從中能得些許啟示。
【農(nóng)機網(wǎng) 編輯視角】剛剛過去的上周六是一年一度的六一兒童節(jié),在這一天,除了節(jié)日慶?;顒拥呐e辦,小朋友們也收到了各式各樣的禮物,很多“大朋友”也運用自己的方式融入這個節(jié)日。
對于眾多80后、90后來說,童年回憶里除了跳房子、滾鐵環(huán)、翻花繩、跳皮筋……等花樣繁多的早期游戲項目外,尤其對小霸王游戲機印象深刻。然而在上個月,據(jù)界面新聞報道,小霸王游戲機項目團隊已于5月10日解散,直接負責該項目的小霸王上海分公司也已經(jīng)遣散。
從山寨任天堂紅白機起家,小霸王也曾紅遍大江南北,成為每一個小孩都想要擁有的“神器”,而后卻迎來被時代摒棄的結(jié)局?;仡櫺“酝跏袌龀粮∪?,農(nóng)機行業(yè)或從中能得些許啟示。
認清現(xiàn)實:“山寨”的標簽總是難以長久
1983年,日本任天堂發(fā)售的FC紅白機一年之內(nèi)在日本本土銷量突破300萬臺,這不僅讓任天堂一舉成名,甚至帶領(lǐng)美國游戲產(chǎn)業(yè)走出電玩大蕭條時期,因此FC紅白機也被譽為“劃時代的游戲機”。1991年,任天堂紅白機未經(jīng)授權(quán)的仿制版——小霸王游戲機橫空出世。此后,小霸王更是被包裝成了學(xué)習(xí)機,靠著低廉的價格和強力的營銷手段,小霸王品牌迅速搶占市面上游戲機與學(xué)習(xí)機的市場份額,銷量笑傲全國。
然而,成也“山寨”,敗也“山寨”。一方面,小霸王核心高管團隊、大量管理和技術(shù)人員的離職不單單只是造成了小霸王的人才流失,更是造成了技術(shù)流失。據(jù)了解,這些核心高管團隊包括了后來OPPO的創(chuàng)始人陳明永、vivo的創(chuàng)始人沈煒和步步高“小天才”之父金志江等精兵強將,對于小霸王的打擊不小。而技術(shù)流失帶來的“山寨小霸王”則以更加低廉的價格對小霸王的市場份額產(chǎn)生了沖擊。
而另一方面,或許是從起家便被貼上了“山寨”的標簽,小霸王似乎總是習(xí)慣于嘗試通過價格優(yōu)勢取巧,而并不是在技術(shù)創(chuàng)新層面加大投入,當時代的紅利慢慢散去后,“山寨”的品牌形象弊端自然逐漸顯露。
由此可聯(lián)想到,我國的農(nóng)機行業(yè)發(fā)展同樣可以說是白手起家,1908年(清光緒三十四年),購進兩臺
拖拉機在訥河的訥漠爾河南段自行收價代墾,是黑龍江地區(qū)早輸入的農(nóng)用拖拉機。隨著拖拉機傳入中國后,家庭聯(lián)產(chǎn)承包責任制的實行,農(nóng)機工業(yè)開始進行大規(guī)模結(jié)構(gòu)調(diào)整,使得適合農(nóng)村小規(guī)模經(jīng)營的小型農(nóng)機具、農(nóng)用
運輸車等應(yīng)運而生。進入2004-2014農(nóng)機行業(yè)發(fā)展的黃金十年,我國農(nóng)機產(chǎn)業(yè)更是蓬勃發(fā)展,成為農(nóng)機制造大國和使用大國。但是與此同時,中低端產(chǎn)能過剩而技術(shù)應(yīng)用不足,產(chǎn)品同質(zhì)化嚴重而創(chuàng)新力不足等問題也愈加凸顯。
隨著社會經(jīng)濟的發(fā)展,消費者越來越重視對產(chǎn)品品質(zhì)的的要求,低價競爭已經(jīng)不再適用,“山寨”的標簽難以持久,自主研發(fā)能力早已成為了行業(yè)競爭的焦點。不斷加碼科技投入,加快產(chǎn)品更新?lián)Q代才能夠避免被時代所淘汰。
積極改變:找準核心業(yè)務(wù)再向其他領(lǐng)域拓展
隨著VCD市場的崛起,購買VCD同時還送麥克風(fēng)、CD寶和游戲光盤。而小霸王游戲機沒有了價格優(yōu)勢也就失去了競爭優(yōu)勢。到1999年,公司更是因為缺乏相關(guān)產(chǎn)品開發(fā)經(jīng)驗,沒能推出具有市場競爭力的產(chǎn)品而宣布破產(chǎn),致負債過億。
而步步高等新型學(xué)習(xí)機的異軍突起也進一步壓縮了小霸王在學(xué)習(xí)機領(lǐng)域的市場份額。為了應(yīng)對危機,怡華集團于2004年將小霸王“一分為四”:中山市小霸王教育電子有限公司、中山市小霸王數(shù)碼音響有限公司、中山市小霸王衛(wèi)廚電器有限公司和深圳市小霸王電器有限公司,分別對應(yīng)教育類、影音播放類、廚房電器類和家用電器類四大系列產(chǎn)品。
如此多的小霸王,看似四面開花,找到了更大的市場空間,其本質(zhì)卻因為沒有找準自己的核心業(yè)務(wù)而缺乏核心競爭力。
綜合以上多個案例,歸根結(jié)底仍然還是一個有爭議的問題,企業(yè)應(yīng)該多元化發(fā)展還是專一化經(jīng)營?多元化發(fā)展戰(zhàn)略無疑可以拓寬企業(yè)經(jīng)營范圍,從而獲取更多業(yè)務(wù)收益,但這樣的后果就是難以避免地分散企業(yè)資源精力、影響主業(yè)發(fā)展。而專一化發(fā)展戰(zhàn)略則是更大限度發(fā)揮企業(yè)現(xiàn)有優(yōu)勢,搶先占領(lǐng)高附加值、*市場,以業(yè)務(wù)專精贏得市場,弊端就是產(chǎn)品比較單一。因此,找準自身核心優(yōu)勢對于企業(yè)來講是十分重要的。
誠然,我們現(xiàn)在經(jīng)常強調(diào)農(nóng)民需要的是更加具有差異化和層次性的農(nóng)機產(chǎn)品,但是“一口吃不成個胖子”,只有找準核心業(yè)務(wù)才能夠站穩(wěn)腳跟,繼而向其他領(lǐng)域拓展。以東風(fēng)農(nóng)機為例,確立了“一主兩翼”戰(zhàn)略目標,產(chǎn)品格局、結(jié)構(gòu)調(diào)整才能不斷向深度和廣度發(fā)展。通過項目帶動,經(jīng)營產(chǎn)品包括拖拉機、
插秧機、烘干機、采棉機等農(nóng)業(yè)機械,主營業(yè)務(wù)更加突出,規(guī)模效益更加明顯,產(chǎn)業(yè)布局更加合理。
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