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class=\"has-text-align-center\">\u5982\u9700\u52a0\u5165<a href=\"http:\/\/weixin.qq.com\/r\/fxJxaVHE1AyrrRUK90dt\">CXO UNION\uff08CXO\u8054\u76df\uff09<\/a>\u9ad8\u7ba1\u793e\u7fa4\uff0c\u8bf7\u8054\u7cfb\u793e\u7fa4\u5c0f\u4f19\u4f34\u54e6~<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2023\/04\/cxo\u7ed3\u5c3e\u4e8c\u7ef4\u7801.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Anker is a consumer electronics company that currently owns three global brands &#8212; Anker, Soundcore and Eufy &#8212; with annual revenue exceeding $2 billion. Among them, Anker has been ranked top 10 in the list of overseas Brands in China by Brand Z for three consecutive years, and its popularity in North America has increased from 31.8% to 40% in 2020. Anker Innovation has a revenue of more than 9.3 billion yuan in 2020, covering more than 100 countries and regions around the world, and has 100 million global users.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Be a committed long-term thinker<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">The export of Chinese products can be divided into three stages: the 1.0 stage consists of product display and export through various exhibitions, mainly selling To B without contacting C-terminal customers; In the 2.0 stage, products rely on Alibaba, eBay and other online platforms for promotion and sales. There is no brand added value, but simple price competition based on homogeneous products. In the 3.0 stage, the brand conducts brand operation and sales through platforms and communities where high-quality customers gather, such as Amazon and Facebook, and focuses on product leadership, quality leadership and service leadership to build brand value and loyalty.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In the early days, I saw an opportunity compounded by three waves: excellent engineers in China, the rise of e-commerce such as Amazon, and the change of electronic product categories. Now we face a choice: to move Huaqiangbei&#8217;s products overseas, or to become a high-quality Chinese brand? From day one, I was determined not to make a quick buck, but to be a committed long-term thinker. Over the last decade, we&#8217;ve picked very few categories where we&#8217;ve really done the product, R&amp;D, marketing, and everything to build high consumer value.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Five core competencies to drive the first curve growth<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">After firmly building a good long-term brand, the company went through three stages in the implementation process. In the early stage of establishment, Anke Innovation tends to channel oriented brand, choosing channels close to users and selecting products according to the needs of channels; After bringing the product to the channel, improve the operation efficiency, explore marketing methods, and improve the product by focusing on the needs of users; Until 2019, we officially entered the third phase &#8212; aspire to become a leading brand, through the in-depth user experience, launch innovative products and other strategies to become the industry benchmark.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The success of Anker today mainly depends on five core competencies: product capability of continuous innovation, brand capability of connecting people, channel capability of global sales, flexible and efficient support capability and digital intelligence capability of the whole value chain.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The product is the one before all zeros, the belief and obsession of the product company.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">In terms of product innovation capability, at the beginning, we were driven by user evaluation. By collecting the evaluation of products and competitive products from the whole network, we classified and marked them, collected the reasons behind the evaluation, defined product improvement points, monitored and maintained QA regularly, and obtained continuous praise. At the same time, we do consumer insight, explore the potential needs of users, and carry out product innovation. Of course, today, we are no longer just a single product innovation, but also a good product matrix (or product family) layout.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Brand is a kind of potential energy, can support premium, can pull new products is a good brand.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">For building brand power, first by obtaining public domain traffic to expand the &#8220;voice&#8221;, secondly by creating private domain traffic circle &#8220;popularity&#8221;, and then through integrated marketing to win the &#8220;people&#8217;s heart&#8221;. At present, it is worth paying special attention to integrated marketing. Firstly, it spreads a clear and differentiated positioning through a combination of PR and advertising to attract the attention of interested people. Secondly, through in-depth forums, streaming media, we-media, CRM, etc., the product story is well told to further arouse consumers&#8217; strong interest in the brand and products. Finally, do a good job in the purchase experience.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The channel is born because of the product, but also in the mutual pull with the product to grow together.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">As for channel capability, we initially entered the market through systematic online operation. We need to clarify the underlying logic among various indicators, find out the relationship between key indicators and different indicators, and then do the overall optimization. Subsequently, Anker began to expand offline channels to cover more consumer groups. At present, Anker has become an omnichannel leading brand. We set up localization teams in different countries to realize omni-channel localization operation.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The business system supports the whole process operation, and the data and intelligent system enable value creation.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">The details of the business must be supported by a strong system. In the early stage, Anker independently developed ERP system to break through the core business chain, and then integrated internal and external systems to achieve full business coverage. At present, Anker is developing new systems and building a data cockpit containing data from various departments to enable business innovation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The middle is often the shortest board in the barrel, until it is too late.<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">The company&#8217;s internal financial, tax and legal departments have the ability to support the rapid landing, providing strong support for the company&#8217;s business. At the same time, through a highly integrated supply chain management system and 30+ core supply chain high coordination ability, ensure the operation efficiency. At present, we have set up offices in 7 countries and stationed employees in 25 countries to ensure staff security.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Seek 2N curve growth through organizational innovation<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">Consumer electronics is a category of rapid birth and death. As a company in this category, it needs continuous innovation to constantly see new products and new categories. Through the study and precipitation of successful examples of continuous multi-category winning, I have summarized three steps to build a process-oriented organization, which are: methodological process, capability platform and organizational openness.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">A process is a sequence of activities that creates value for the customer, and a customer-centric process is built. By building process-oriented organization, we can penetrate into organizational capillaries and use process to precipitate the core business capability of value creation. At the same time, in addition to the business flesh and blood, we built four nervous systems in important first-level departments: HR, D3, PMO and SPT, respectively improving the organizational capability, data-driven capability, process capability and strategic planning capability.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">We have established three customer-centric processes &#8212; operation process, enablement process and support process. Operation process: Create value for customers, downstream for customers; Enabling process: provides operating conditions for the operation process. The downstream role is customer-facing. Enabling layers support each other. Support process: Provide support for all businesses, ensure business operation, external compliance management and risk management. Yang Meng, founder and CEO of Anke Innovation: To build a long-lived company on the category of fast life and fast death<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">For each platform, precipitation core capabilities, rapid replication of successful experience depth, ability platform. <\/h4>\n\n\n\n<p class=\"has-medium-font-size\">Depth enables each combat unit to continuously increase capabilities. We hope to really accumulate excellent human resources on the company&#8217;s platform. And then empower different new categories through their accumulated abilities.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Finally, organizational openness is divided into internal and external, internal:. Open the whole chain of enabling, sustainable, management and professional development opportunities and promotion channels. External: Open process approach and core capability platform to help smart hardware entrepreneurs accelerate their success.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In the end, Yang announced her vision: fertile soil and rich flowers. Through the study, reflection and accumulation of the industry, precipitation into a fertile land, to achieve the Chinese brand in the global market of flowers and flowers!<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Just as Yang Meng, founder and CEO of Anker Innovation<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">Just as Yang Meng, founder and CEO of Anker Innovation, said, &#8220;From the first day of my business. I was determined not to make quick money, but to be a firm long-termer.&#8221; CXOUNIONCXO alliance also gathers such a group of people who are &#8220;firm long-termers&#8221;. They also hope to become high-quality brands and bring more valuable things to consumers. Such as Moutai, Wuliangye, Tsingtao Beer, Shuangyashan, Gree, Haier, Mengniu, Yili, Bosideng, Yichun, Chery, BYD and other national brands. Such as Procter &amp; Gamble, Tesla, L &#8216;Oreal, Johnson &amp; Johnson and so on. Some of these enterprises are among the world&#8217;s top 500, some are among China&#8217;s top 500. And these companies are not only the founders, chairmen, ceos, VPS, etc., who want their companies to be sustainable. <\/p>\n\n\n\n<p class=\"has-medium-font-size\">CXO executives like the chief information officer, chief digital officer, chief financial officer, chief technology officer, chief human resources Officer, chief operating officer, CEO, etc. Middle and senior management groups such as IT director, financial director, information director, director of operations, director of procurement, and supply chain director also hope to carry out relevant management innovation through digital means, so as to establish a long-lived company in the midst of rapid birth and death. Of course, the CXOUNIONCXO alliance also hopes to bring you value!<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\">\u672c\u6587\u7531<a href=\"http:\/\/cxounion.cn\/\">CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/a>\u8f6c\u8f7d\u800c\u6210\uff0c\u6765\u6e90\u4e8e\u7f51\u7edc\uff1b\u7f16\u8f91\/\u7ffb\u8bd1\uff1aCXO UNIONCXO\u8054\u76df\u5c0fX\u3002<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\">\u514d\u8d23\u58f0\u660e: \u672c\u7f51\u7ad9(http:\/\/www.cxounion.cn\/)\u5185\u5bb9\u4e3b\u8981\u6765\u81ea\u539f\u521b\u3001\u5408\u4f5c\u5a92\u4f53\u4f9b\u7a3f\u548c\u7b2c\u4e09\u65b9\u6295\u7a3f\uff0c\u51e1\u5728\u672c\u7f51\u7ad9\u51fa\u73b0\u7684\u4fe1\u606f\uff0c\u5747\u4ec5\u4f9b\u53c2\u8003\u3002\u672c\u7f51\u7ad9\u5c06\u5c3d\u529b\u786e\u4fdd\u6240\u63d0\u4f9b\u4fe1\u606f\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u4f46\u4e0d\u4fdd\u8bc1\u6709\u5173\u8d44\u6599\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u8bfb\u8005\u5728\u4f7f\u7528\u524d\u8bf7\u8fdb\u4e00\u6b65\u6838\u5b9e\uff0c\u5e76\u5bf9\u4efb\u4f55\u81ea\u4e3b\u51b3\u5b9a\u7684\u884c\u4e3a\u8d1f\u8d23\u3002\u672c\u7f51\u7ad9\u5bf9\u6709\u5173\u8d44\u6599\u6240\u5f15\u81f4\u7684\u9519\u8bef\u3001\u4e0d\u786e\u6216\u9057\u6f0f\uff0c\u6982\u4e0d\u8d1f\u4efb\u4f55\u6cd5\u5f8b\u8d23\u4efb\u3002<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\">\u672c\u7f51\u7ad9\u520a\u8f7d\u7684\u6240\u6709\u5185\u5bb9(\u5305\u62ec\u4f46\u4e0d\u4ec5\u9650\u6587\u5b57\u3001\u56fe\u7247\u3001LOGO\u3001\u97f3\u9891\u3001\u89c6\u9891\u3001\u8f6f\u4ef6\u3001\u7a0b\u5e8f\u7b49) \u7248\u6743\u5f52\u539f\u4f5c\u8005\u6240\u6709\u3002\u4efb\u4f55\u5355\u4f4d\u6216\u4e2a\u4eba\u8ba4\u4e3a\u672c\u7f51\u7ad9\u4e2d\u7684\u5185\u5bb9\u53ef\u80fd\u6d89\u5acc\u4fb5\u72af\u5176\u77e5\u8bc6\u4ea7\u6743\u6216\u5b58\u5728\u4e0d\u5b9e\u5185\u5bb9\u65f6\uff0c\u8bf7\u53ca\u65f6\u901a\u77e5\u672c\u7ad9\uff0c\u4e88\u4ee5\u5220\u9664\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u4ece\u4f18\u79c0\u5230\u5353\u8d8a\uff1a\u5728\u4e00\u5806\u901f\u751f\u901f\u6b7b\u7684\u54c1\u7c7b\u4e0a\uff0c\u5efa\u7acb\u4e00\u5bb6\u957f\u5bff\u7684\u516c\u53f8\uff1b\u4ece\u7ba1\u7406\u5230\u8d4b\u80fd\uff1a\u6210\u4e3a\u6700\u9002\u5408\u5168\u7403\u5316\u667a\u80fd\u786c\u4ef6\uff0c\u521b\u4e1a\u8005\u7684\u5e73\u53f0\u3002\u6709\u4e9b\u4eba\u4f1a\u95ee\u201c\u4f60\u4eec\u662f\u6d77\u5916\u7684\u5c0f\u7c73\uff0c\u5bf9\u5427\uff1f\u201d\u6211\u56de\u7b54\u2014\u2014\u5e76\u4e0d\u662f\uff0c\u6211\u5e0c\u671b\u5b89\u514b\u521b\u65b0\u65d7\u4e0b\u7684\u54c1\u724c\u80fd\u505a\u6709\u6ea2\u4ef7\u7684\u54c1\u724c\uff0c\u80fd\u505a\u51fa\u66f4\u591a\u7684\u521b\u65b0\u548c\u83b7\u5f97\u66f4\u591a\u6d88\u8d39\u8005\u7684\u8ba4\u53ef\u3002<\/p>\n","protected":false},"author":1,"featured_media":555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,13],"tags":[56],"class_list":["post-553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ceo","category-viewpoint","tag-anker"],"_links":{"self":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/553","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/comments?post=553"}],"version-history":[{"count":3,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/553\/revisions"}],"predecessor-version":[{"id":574,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/553\/revisions\/574"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media\/555"}],"wp:attachment":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media?parent=553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/categories?post=553"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/tags?post=553"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}