增长是毒药

Core Viewpoint - The article argues that the traditional notion of "growth" in the fast-moving consumer goods (FMCG) industry has become a detrimental obsession, leading to systemic inefficiencies and a collapse of brand value and profitability [1][3][40]. Group 1: Understanding Growth - Growth is often equated with revenue, profit, and market size increases, but these are merely manifestations rather than the essence of growth [4][5]. - The essence of growth lies in the internal order of a company, which must be maintained to counter external chaos [9][12]. - True growth results from internal energy overflowing due to effective management and operational efficiency, rather than external pressures [14][40]. Group 2: Historical Context - The FMCG industry in China experienced a "low-entropy vacuum period" from 1990 to 2015, where external market conditions favored easy growth without the need for internal order [16][18]. - During this period, companies could achieve rapid sales increases simply by expanding production and distribution, leading to a false sense of security regarding growth [22][28]. Group 3: Current Challenges - The industry has transitioned into a phase of "excess," where the previous growth strategies are no longer effective, leading to diminishing returns on investments [31][30]. - Companies are now facing increased internal costs and inefficiencies as they attempt to maintain growth through outdated methods, resulting in a chaotic operational environment [30][32]. Group 4: New Paradigm for Growth - The article proposes a shift from a growth-centric approach to one focused on "matching," where companies must align their offerings with market demands rather than merely pursuing scale [35][38]. - Key strategies include flexible product supply, a combination of push and pull marketing strategies, and maintaining healthy relationships with distributors to avoid excess inventory [36][37]. - The focus should be on internal order and precise market matching, with growth seen as a byproduct of these efforts rather than an end goal [40].