"Iron Bucket Theory"

●Xu Zhaoyan No matter how tall or thick a wooden bucket is, as long as there is a wooden board on the wall of the bucket that is not high enough, the capacity of the bucket will be It's decided by this wooden board which is not high enough. In this regard, some people call it the "barrel theory". An iron bucket, no matter how thick and strong the wall is, as long as there is a small hole the size of a grain of rice at the bottom of the bucket, if it is not repaired, the bucket will become a waste. This phenomenon might as well be called the "iron bucket theory." The bucket is made for water, and the water stands for the bucket. If there are eyes, water will be lost. There is no doubt about it. From this, I thought elsewhere. Some units and departments have racked their brains to formulate systems and rules. I don’t know how many meetings have been held, how much manuscript paper has been used, and how many talks have been given by leaders. It seems that these regulations and regulations are strict and solemn, solemn and solemn, and watertight like an iron bucket! It's a pity that there is a small "eye" at the invisible bottom, so solemnity becomes child's play, solemnity becomes casual, and the system is like waste paper when it is posted on the wall. At that time, Zhuge Liang worked hard to control the country in order to centralize the plains. Unfortunately, he failed in his calculations. It was the "eye" in the street pavilion that made him implement the "empty city plan". One careless move and he almost lost the whole game. The same principle applies to a thousand-mile embankment that collapses in an ant nest. A shoddy project almost destroyed Jiujiang City. One mouse excrement spoils the whole pot of porridge. One misstep leads to eternal hatred. The ancients said: "If you cannot control a single desire, disaster will flow into the sky." This also means that there should be no "eyes" on the "iron bucket". Some of the "eyes" on the "iron barrels" are caused by poor craftsmanship during casting, laying hidden dangers; some are caused by man-made chiseling and drilling. It can be seen from real life that those rat thieves and dog thieves who drill "eyes" and drill "holes" often destroy themselves by destroying the "iron barrel". If Ma Su harmed the Shu army and the Shu country, wouldn't he also harm himself? Cheng Kejie and Hu Changqing, two high-ranking officials, all got out of the "iron barrel". Didn't they also lose their lives and property? Or as the common people put it well, "The Skynet is vast, sparse and not leaking." It is unfortunate for a bucket to have small eyes, but the reasons for the formation and existence of small eyes are very complicated. There are issues with materials, production processes, and production quality, but in the final analysis they are all issues with people: level, ability, methods, etc. Regarding Ma Su's problem, Zhuge Liang had thought of it, but he was lucky. It can be seen that if you use a material like Ma Su to make a "bucket", you have to create an "eye".

Effective time management skills - Iron Bucket Theory

Zhang Jiping

Theory comes from practice, let us start with practice - demonstration!

Material preparation:

One iron bucket, one bucket each of stones, gravel, fine sand, and water.

Demonstration goal: How to put stones, gravel, sand, and water in an iron bucket at the same time?

Demonstration process:

1. First, we filled the iron bucket with water, but we found that none of the other three could be filled.

2. First, we filled the iron bucket with fine sand. As a result, we found that except for water, stones and gravel could not be filled.

3. First, fill the iron bucket with gravel, then slowly pour fine sand on the surface of the gravel, and slowly shake the iron bucket. After about half a minute, the surface of the iron bucket will No more fine sand could be seen. Then, the water was slowly poured into the iron bucket. Finally, the water was completely poured out.

4. First, put the stones into the iron bucket, then slowly pour the gravel on the surface of the stones, and slowly shake the iron bucket. After a while, the gravel will be completely loaded. After getting the iron bucket, in the same way, the fine sand can be completely filled into the iron bucket. Finally, the water can be completely filled into the iron bucket.

Theoretical explanation:

1. The maximum capacity of this iron bucket symbolizes a person’s maximum workload within a period of time, and the gravel symbolizes important and urgent tasks. Regarding matters, stones symbolize important but not urgent matters, fine sand symbolizes urgent but not important matters, and water symbolizes matters that are neither important nor urgent.

The classification table is as follows:

Urgent

Not urgent

Heavy

Essential

A (gravel type affairs)

l Crisis

l Urgent problems

l Plans with deadline pressure

B (rock-type affairs)

l Systems, plans and planning

l Discover new opportunities

l Establish partnerships

l Nip problems in the bud

No

Important

Yes

C (fine sand type affairs)

l Reception of uninvited guests

l Handling of certain letters, documents, and phone calls

l Attendance of certain meetings

l Certain necessary but not important meetings and activities

D (water type affairs)

l Some chores that can be done or not

l Some unnecessary entertainment

l Interesting activities

l p>

2. This experiment tells us: If the iron bucket is already filled with gravel, sand, and water, then you will never have the chance to put the rocks in again. But if you put the rocks in first, there will be a lot of unexpected space for the rest of the iron bucket. Therefore, efficient time management requires you to clearly distinguish what is a stone? What are gravel, sand and water? And always put the rocks first.

3. People who are busy dealing with gravel-type affairs all day long feel stressed all the time. They are always dealing with crises and cleaning up messes, so they appear to be exhausted mentally and physically. People who focus on things like sand usually lack self-control, have serious short-term behavior, like to talk and talk, and have superficial interpersonal relationships. People who focus on matters such as water have absolutely no sense of responsibility and may find it difficult to make a living.

4. Only a person who focuses on matters such as rocks is a truly efficient person. He is good at assessing the situation, able to grasp the key to the problem, make urgent decisions, and nip problems in the bud. Although there are pressing needs sometimes, we can try to minimize them. Therefore, these people appear to be far-sighted, idealistic and disciplined. You have strong self-control, a balanced and regular life, and you can achieve great things.

5. Question: Will the gravel be delayed due to the emphasis on stones? Because the gravel is urgent after all!

Answer: The gravel itself is made of broken stones. People who focus on things like stones will have very few gravels. People who focus on things like gravel will have an endless supply of gravel.

Economic Crisis VS Iron Bucket Theory

2008, hot and cold days

In 2008, Chinese agricultural input companies were like a dream, like a play, a "roller coaster" Such a situation has caused agricultural companies to go from great joy to great sadness. Prices soared in the first half of the year, reaching the highest increase in 13 years since 1995; but in the second half of the year, market conditions suddenly changed, prices plummeted, and the industry fluctuated dramatically.

Take urea as an example. 2008 was the year with the largest fluctuation in history, exceeding 40%, while the normal fluctuation range is around 20%. Prices have been rising in the first half of the year. By July, the ex-factory price of many urea companies had reached 2,500 yuan (ton price, the same below), with the highest price exceeding 2,600 yuan. The market wholesale price was close to the 3,000 yuan mark, all reaching record highs. A record high and the market is very hot. However, since August, the price of urea has been falling. By the end of the year, the ex-factory price of urea was mostly 1,560-1,700 yuan, and the market wholesale price was mostly 1,650-1,800 yuan. The decline was generally more than 800 yuan. The market demand has cooled down significantly, and it appears that Quite deserted.

Comparing the previous two and a half years, it can be said that it is a hot and cold world.

2009, nightmare attack

From 2000 to 2006, due to the boom in the U.S. real estate market and low interest rates, the subprime mortgage market developed rapidly. However, with the cooling of the U.S. real estate market and the substantial increase in short-term interest rates, the repayment interest rates of subprime mortgages have also increased significantly, and the repayment pressure on home buyers has greatly increased.

At the same time, the continued cooling of the housing market also makes it difficult for home buyers to sell their homes or refinance their mortgages. This situation directly led to a large number of subprime mortgage borrowers being unable to repay their loans on time, thus triggering the "subprime mortgage crisis." Then, driven by the butterfly effect, at the end of 2008, it finally triggered a storm in the global financial market, which then evolved into a global economic crisis.

This global "financial tsunami" has inevitably plunged Chinese agricultural input companies into greater panic. From industry giants to unknowns, they have all shouted "winter" slogans. Farmers' demand has dropped sharply, dealers are holding on to the sidelines, warehouse inventories are difficult to digest, and manufacturers have difficulty raising funds. A new round of "beer game" is intensifying in the agricultural supplies industry. Where will agricultural supplies companies go from here?

At the beginning of the new year, everything should be renewed, but for agricultural input companies, it is like a nightmare.

Iron Bucket Theory - Song Yufeng provides suggestions for agricultural input companies to "warm the cold and winter"

Faced with the most serious economic crisis in history in the past 80 years, where should agricultural input companies go? How to “warm the cold and winter”? Is it "radical" or "contractive"? Is it "active response" or "sit back and wait"?

Song Yufeng believes that although the current economic crisis is fierce, companies are not helpless. The key is that we must find the correct response strategy under the economic crisis and find a suitable breakthrough method for market breakthroughs. Summarizing years of experience, taking into account the current situation, and combining market characteristics, I hope that the "Iron Bucket Theory" that I have carefully summarized can become a golden treasure for agricultural input companies to cope with the economic crisis.

What is the "Iron Bucket Theory"?

The guiding ideology of the so-called "Iron Bucket Theory" is: in an economic crisis environment, companies reduce brand investment, reduce expenditures, increase revenue and reduce expenditures, carefully build marketing channels, exert efforts through channels, and rely on iron bucket-like marketing. Channel, win the initiative in the market, create a new situation in the period of economic crisis, and win the initiative and benefits. To put it in one sentence: do the channels quietly and work on the market calmly.

The so-called "Iron Bucket Theory", its work content is: accurate segmentation, differentiation of selling points, standardization of marketing, vivid terminal and futuristic promotion.

At the just-concluded Yongli Compound Fertilizer 2009 annual product promotion meeting, a dealer friend from Fujian excitedly said to the manufacturer after attending the meeting, "Your operation plan is great. The planning company is also very good. I am confident that I can do a good job in my market and rank first in the market in the first year." We held his hand, smiled, and said "Okay", and he hurriedly missed the opportunity. He added, "To put it bluntly, in my store, whichever brand I want to sell well can be sold well. The key depends on whether I want to sell it or not."

This is the unchanging truth that still exists in the agricultural supplies industry today: as long as the channels and terminals have strong will, it is inevitable that your products will sell well! Data shows that in major provinces with large demand for fertilizers in the country, such as Guangdong, Fujian, Shandong, Henan, and Zhejiang, more than 85% of farmers who purchase fertilizer follow the opinions and recommendations of fertilizer sellers.

Therefore, from now on, please pay attention to your channel construction, the growth of your dealers, and the needs of your terminal stores. You can do advertising without too much money, and you can do it without too much money. Print beautifully printed promotional materials and even set up gifts. However, these are not important in the current market stage. What is important is to build your network like a metal barrel, train your dealer team to be as loyal as your employees, and make your terminal stores The small boss treats him as his friend. In this way, it will be difficult for you not to make money!

The economic crisis may be a crisis for everyone, but it may be an opportunity for you.

Five pieces of the "Iron Bucket Theory"

The well-known "Barrel Theory" is also the "Barrel Law". Its core content is: a wooden barrel holds water The amount of wood does not depend on the tallest piece of wood on the barrel wall, but exactly on the shortest piece on the barrel wall.

Our iron bucket theory is to build five channel bucket plates with the same length and same strength, thereby forming a market iron bucket that is as solid as copper walls and iron walls. Through channels, we can achieve success if the company does not grow big. Achieve successful marketing and overcome immediate difficulties without investing in advertising and promotion.

1. Accurate segmentation

The more times of economic crisis, the more important it is to carry out precise marketing, find the right marketing direction, and strive not to waste any marketing costs and resources. It is an inevitable trend for agricultural input marketing to become segmented, so why not take advantage of this opportunity to carry out intensive farming?

In the era of economic crisis, enterprises must deeply explore and identify their own resource advantages, find their own niche markets, identify the correct direction, and then segment the target market to determine the primary, secondary, and tertiary markets. , determine the development sequence and the principle of investment intensity, find key target users in the target market, combined with local market conditions, and carry out key development to establish its own strong revolutionary base and implement the region-as-king strategy. It is worth noting that adhering to the path of developing large customers should be a basic principle that agricultural input companies cannot give up or ignore.

2. Differentiation of selling points

How to sell products in the era of product homogeneity? How do you win market share and take the initiative during the economic crisis? The answer is: USP, or unique selling proposition.

A product without a unique sales proposition and a core selling point for product differentiation is not obvious. Just like a person without ideas, personality, and following everyone else's opinions, he will naturally not be favored by the market and recognized by end users. Especially in today's current situation, it is more necessary to have a selling point that can tear open a gap in the market to serve sales, rather than relying on a large amount of advertising and promotion to stimulate and drive market sales. For example, we positioned the "living soil thinning type" function of Yongli compound fertilizer. Once launched, it was recognized and sought after by the majority of dealers.

3. Marketing standardization

Agricultural input marketing cannot be done by business, nor can it be done by business, but must be truly concentrated on doing business and organizing business (organizing dealers) , and standardized management must be implemented so as to improve efficiency and reduce costs.

The contents of standardized marketing management include: "One Picture", "One Line", "Two Tables" and "Four Certain Principles".

"A picture" is a "terminal network map". According to the nature and location of the terminal, the specific location and number are drawn on the picture. Legend: omitted.

"One line" means designing the business representative's work area and work route based on the terminal distribution map and the line optimization principle to prevent wasting time on terminal maintenance. Clearly draw the terminal order and access frequency of the line on the distribution diagram.

The "two tables" are the "Terminal File Table" and the "Terminal Maintenance Record Table". By filling in these two tables, the work content of the business personnel is clearly defined, including the sales work expectations. All valid information obtained. Specific legend: omitted.

The "Four Fixed Principles" means that fixed salesmen carry out terminal visits and maintenance work according to plans according to fixed routes, fixed times and fixed outlets.

4. Terminal vividness

According to statistics, vivid terminal display can directly boost sales by 72.35%.

The definition of vividness: Let the product be displayed in front of consumers more vividly, so that it can be easily recognized by consumers, attract consumers' attention, and thereby gain more opportunities to be purchased.

Why should it be vivid: The current market competition is becoming increasingly fierce. By establishing vivid standards, it can not only enhance the company's brand image, but also allow consumers to see a neat and orderly display style among many competing products. Forming a strong visual impact, it is easier to form memories and induce consumers to make impulse purchases.

Terminal vivid content: The content of the terminal vivid display of agricultural products includes door headers, product placement methods and placements, banner hanging locations and requirements, honorary certificate placement, fertilizer samples, and promotional materials. , roll-up display, spray painting canvas hanging, etc.

5. The future of promotion

Promotion is impossible without promotion, and all the gifts will be a very large cost and expense, especially in the era of economic crisis, when cash is king. A large sum of money is very important to a company. So, is there any way to resolve this contradiction?

Answer: Yes.

That is to carry out promotion now, put fulfillment in the future, and use time difference to cleverly solve the focus of the problem.

Promotion theme: Sell ***fertilizer, win the mysterious prize

Reward content: Anyone who wins this prize will receive free ***fertilizer provided by ***manufacturer for life. Unlimited use.

Reward method: The winners will report the required quantity and variety to the company before using the fertilizer every year, and the company will deliver it to the user's home before using the fertilizer and guide them in its use.

Implementation details: omitted.

The benefits of this promotional activity plan design are: 1. Postponing the redemption of promotional rewards to a later date and amortizing them year by year, avoiding a large expense for redeeming prizes during the economic crisis; 2. . The winners can use fertilizer for free for life, which is very tempting and attractive, and can achieve the purpose and effect of promotion; 3. The winning users can also serve as demonstration field users and can actively cooperate with relevant publicity and promotion work; 4. Innovate and step out Traditional promotional routines are easy to build momentum and attract large-scale participation.

Conclusion

2008 was an unbearable past. People walking out of the snowstorm had just shaken off the wind and frost all over their bodies, but the earth-shattering bad news of Wenchuan came again, and the vast sky cried and fell heavily. The earth is wailing, and suffering is all around us. It is so far away yet so close at hand.

In 2008, there was an unforgettable excitement. The Olympic dream that had been anticipated for a century was realized in the hot season. Shenzhou VII also carried the expectations of the Chinese people and soared into the sky. From the top of Kunlun to the shore of the East China Sea, all the joys and sorrows disappeared at this moment.

2008 was a prelude to hard work. On September 14, the collapse of Lehman Brothers, the fourth largest bank in the United States, announced to the world that a financial tsunami was ruthlessly approaching people.

In the year, a plowing cow worth looking forward to is still working silently, using diligence and wisdom to pull the bright plowshare, working in the vast land, spreading hopes one by one, hoping for more Partners *** compose a new chapter.

At the end of the year and the beginning of the year, we can’t help but feel grateful for the past year, and we can’t help but face the new year full of opportunities and challenges. This is exactly what I really thought about writing this article. I hope to share good things with more people, and also hope to bring enlightenment and excitement to more people.