Core Insights - The manufacturing industry is facing unprecedented cost pressures due to intense competition leading to lower product prices, alongside rising raw material prices and supply chain costs, which are squeezing profit margins [1] - Cost reduction in production operations has evolved from a mere efficiency issue to a strategic survival challenge, necessitating systematic cost-cutting measures to create new profit spaces [1] - Many companies are responding to cost pressures reactively rather than proactively, often implementing temporary solutions without a long-term strategic vision [1] Cost Structure Breakdown - Production operation costs can be broken down into three main components: materials, labor, and overhead [3] - Material costs, including raw material and waste costs, are largely market-driven and difficult to control, making it less effective to focus efforts on raw material procurement [4] - Labor costs encompass direct labor, equipment usage, and energy consumption, which are critical for production departments to monitor closely [4] - Overhead costs involve quality costs, efficiency losses, and management expenses, with a focus on quality and production efficiency being paramount for production departments [5] Systematic Cost Reduction Steps - **Data-Driven Cost Reduction Foundation**: Establishing a comprehensive data collection and analysis system is essential for effective cost reduction, requiring standardized data collection processes and multi-dimensional analysis tools [7] - **Standardization to Eliminate Variability**: Implementing standardized operating procedures across various production stages can significantly reduce fluctuations and anomalies, ensuring stable production and cost reduction [8] - **Continuous Improvement Mechanism**: A structured approach to continuous improvement, including problem identification, root cause analysis, and the PDCA cycle, is vital for enhancing operational efficiency [10] - **Talent and Organizational Development**: Sustainable cost reduction requires a focus on talent and organizational growth, emphasizing the development of specialized operational teams and a learning-oriented organization [11]

导语：为什么说优秀的人，只做5%的改变？今天与你一起探讨。 我最近在和年轻朋友聊天时，有好几个人跟我说，很焦虑。 为什么焦虑？因为，他们在月初都给自己定了很高的目标，但到了月底，距离目标还有很大的距离。 他们都对自己有着很高的期许，对现状很不满意，却无法拿出有效的行动，改变目前的状态。 改变很好，行动却难，这可能是很多人的痛点。 那，怎么办呢？心理学家李松蔚在《5%的改变》一书中提出： 尝试用5%的改变，打破惯性、走出困 局。 说得真好。行动，是治愈焦虑的良药。与其花时间纠结内耗，不如先从5%的改变开始。 优秀的人，只做5%的改变。 凡事先改变5%，你就成功了一半 为什么很多人畏惧改变，不去行动？大致有两个原因： 第一个，是惰性使然。人性中有懒惰的一面，改变毕竟是困难的，如果一件事做起来很麻烦，大部分人 都是不愿意打破惯性，走出舒适圈的。 心理学上，有一个"后悔的时间模型"。这个理论指出，从短期来看，人们做错一件事感到后悔的感觉会 更强、更痛苦。但从长期来看，没做一件事的遗憾程度，无论是数量还是强度，都会远远高于做错了某 事。 原因很简单，你"做错"的事情，你事后是有机会去补救的，所以就算你感到后悔，也不会持 ...

Core Viewpoint - The recent food safety controversy surrounding the company, particularly the allegations regarding the use of coloring agents in its products, raises questions about its upcoming IPO and the scrutiny of its fundamentals in the capital market [1][3][18] Group 1: Food Safety Concerns - The company faces scrutiny over its "Farmhouse Steamed Eggs" and raw eggs, which were reported to contain coloring agents, coinciding with its third attempt at an IPO [1][3] - Previous issues, such as the "180-day free-range chicken" controversy, led the company to release a comprehensive internal traceability report, which, while detailed, raises questions about the actual execution of food safety standards [3][4][5] - The effectiveness of the company's food safety management relies on continuous execution and improvement, as outlined in the PDCA cycle, rather than just the establishment of standards [4][5] Group 2: Financial Performance and Expansion - The company's revenue increased from 4.528 billion RMB in 2022 to 5.651 billion RMB in 2023, with a projected 4.678 billion RMB for the first three quarters of 2024 [6][7] - Net profit rose from 252 million RMB in 2022 to 375 million RMB in 2023, with 367 million RMB reported for the first three quarters of 2024 [6][7] - The average consumer price at company-owned stores decreased from 29.7 RMB in 2022 to 27.6 RMB in the first three quarters of 2024, indicating pressure on profit margins [9] Group 3: Market Position and Competition - The company claims to be the leader in the Chinese fast-food industry, but its market share is only 0.8%, highlighting a lack of significant brand barriers in a fragmented market [13][14][16] - The competitive landscape is intensifying, with regional brands and established players like KFC and McDonald's increasing their presence and adapting their menus to local tastes [16][17] - The company has faced challenges in maintaining investor confidence, as evidenced by the buyback of shares from previous investors, indicating uncertainty about its long-term growth prospects [16][17]

Core Insights - The article emphasizes the importance of effective marketing and promotional strategies for businesses to stand out in a competitive environment, highlighting the expertise of Shijiesong in providing valuable marketing guidance based on extensive experience in various industries [1][2][3]. Group 1: Marketing Strategy - Shijiesong's modular marketing consulting has successfully assisted over 80 large brand enterprises in overcoming bottlenecks and advancing brand marketing in Northern China [1][3]. - The marketing strategy focuses on "practicality + data," addressing pain points in the fast-moving consumer goods (FMCG) sector through precise promotional strategies that achieve "brand effectiveness" [3][45]. - The methodology emphasizes "usefulness as truth," prioritizing consumer benefits and creating compelling reasons for purchase through benefits-driven promotions [5][45]. Group 2: Promotional Tactics - The promotional planning framework includes defining objectives, categorizing strategies, and standardizing execution processes, ensuring a closed-loop management system [4][10][12]. - Key promotional tools include giveaways, interactive games, and bundled packages, with a focus on maximizing terminal support and integrating online and offline communication [12][13]. - Successful case studies, such as Nongfu Spring's campus marketing and Evergrande Ice Spring's Valentine's Day promotions, demonstrate effective strategies that significantly increased sales and brand exposure [20][26][35]. Group 3: Performance Measurement - The effectiveness of promotional activities is evaluated through quantitative metrics like sales achievement rates and qualitative metrics such as consumer satisfaction and brand perception [20][27]. - Shijiesong's approach includes a PDCA (Plan-Do-Check-Act) cycle for continuous improvement in promotional execution, ensuring alignment with market dynamics and consumer needs [4][13][45]. Group 4: Long-term Brand Value - The article discusses the synergy between promotions and brand building, advocating for a shift from short-term sales boosts to long-term brand loyalty through educational marketing and social responsibility initiatives [40][41][42]. - Strategies for managing product life cycles involve focusing on star products while phasing out underperforming items, optimizing inventory turnover rates [41][42]. Group 5: Industry Impact - Shijiesong's marketing framework has been recognized as a standard reference for FMCG promotional planning in academic settings, indicating its influence on industry practices [42][45]. - The article concludes that continuous innovation and meticulous operations are essential for converting promotional traffic into lasting brand loyalty in a dynamic market [45].