Zhejiang Sanye Supply Chain launches “group standard” declaration service Do you want to become a first-class enterprise?
Let’s talk about the important role of establishing enterprise group standards through the “Laotan Sauerkraut” incident
There is a popular saying in the entrepreneur circle: third-rate companies make products, second-rate companies make brands, and first-class companies make standards. Why do you say that? Because the battle for business standards is called “winner takes all” by economists. In other words, whichever company masters the standards will often have a leading position in the industry and the right to take the initiative to compete in the market.
01/Understand the standards to lead the market
First of all, you must know that my country’s current standardization system is the most advanced and complete in the world and is composed of national standards, industry standards, local standards, group standards and enterprise standards. Among these five major standards, national standards, industry standards, and local standards are mainly aimed at product quality standards or mandatory standards. Group standards are rules formulated for the technology, processes, production management specifications, etc. in the product production process.
But when it comes to group standards, most people may be unfamiliar with them. What are group standards? What can group standards do for my business? Why do some well-known domestic companies begin to actively apply for group standards? The development of group standards can fully unleash the standardization activities of market entities, optimize the standard supply structure, improve the competitiveness of products and services, and promote high-quality development of enterprises.
The status and voice of an enterprise in the market and industry are reflected by products and management standard services. The specific manifestations are: first, product standards (national standards, industry standards, local standards, etc.); second, management and services Norms (reflected by applying for group standards). Product standards and group standards jointly build a good ecological environment for enterprises.
Take the well-known recent “Unified” Laotan Pickled Cabbage Instant Noodles Incident as an example. Due to the lack of implementation standards (group standards) in the production process, processes, and management specifications during the production process, the production control process was not standardized, so that in the In 2022, the “315 Party” incident broke out, which caused the company’s market value to evaporate hundreds of millions of yuan in just one day, causing heavy losses. Not only that, the outbreak of this incident caused consumers to become resistant to Laotan sauerkraut, and the product’s market share continued to decline ——
When encountering this kind of situation, many companies often use the same public relations methods: recall products-public apology-internal rectification. However, this method lacks transparency and credibility. Without credibility, no matter what kind of apology is made, it will make people feel that it lacks sincerity, and any kind of rectification will appear empty and lack of execution.
Faced with the “Tukeng Sauerkraut” incident, “Tongyi” made a very correct decision: jointly with Sichuan Daoquan Laotan Sauerkraut Co., Ltd., as the first drafter of the standard, officially released the “Laotan Sauerkraut” “Production Quality Safety Control and Management Technical Specifications” group standard.
Seeing this, some people may not understand why companies do such operations at the cusp of this storm?
This means telling all consumers: In the future, the production process of Laotan sauerkraut must be strictly implemented in accordance with the group standards of the “Technical Specifications for Production Quality, Safety Control and Management of Laotan sauerkraut”, achieving open, transparent, and supervised production. From now on, we say goodbye to the disorderly and chaotic process, and there will be no more pitted sauerkraut, giving consumers peace of mind.
It is obvious to all that with the release of the group’s standards, the negative impact on the company has been solved, and the sales and market value of Uni-President have gradually begun to recover. The company provided references and found solutions.
02/Understand the trends to win the future
From this we can see that the product quality and brand image of an enterprise are maintained and created by product quality standards and group standards.
On the one hand, with the standardized management of group standards, it not only reassures consumers, but also allows enterprises to develop healthily and sustainably; on the other hand, it faces various doubts: for example, no one knows how to rectify the recalled products. , no one knows whether your product quality standards are as confusing, and no one knows how your execution process is formulated… After adopting group standards, it can not only improve the company’s product quality and corporate image, but also through transparent operation methods , Strictly implement standards, so that consumers can choose your products with confidence, and the company’s market value and turnover will flourish.
Zhejiang Sanye Supply Chain Management Co., Ltd. is the vice-president unit of the China Small and Medium Commercial Enterprises Association (the only comprehensive national social organization in China under the jurisdiction of the State-owned Assets Supervision and Administration Commission of the State Council), providing professional “group standards” declaration services for enterprises. :Help enterprises establish a leading position in the industry in terms of management specifications or production processes, and establish it in the form of issuing group standards as the first drafting unit.
03/Summary
From the perspective of “unification” “Laotan pickled cabbage production quality and safety”From the trend of well-known domestic companies such as “Technical Specifications for Production and Management” group standards, “Adolf” applying for hair care product standards, “Shuanghui” applying for group standards for prepared dishes, etc., we can understand the overall market competition environment. The direction of future development—that is, “standardization” will gradually become the core competitiveness of enterprises.
With the addition of group standards, companies can always lead the industry; and if companies want to maintain their product quality or corporate brand image, they must go all out to create group standards!
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