At the beginning of the introduction of household necessities, Neptune used order-based sales (catalog sales) to test the water and then put it on the shelves. By the second half of 20 10, the turnover of household necessities has exceeded 10%, becoming a veritable category. However, Neptune has not stopped the pace of innovation and modification. In June 1 65438+1October of the same year, Neptune star began to carry out the "Aldis experiment", reduced the items of household necessities, implanted the concept of low price, and launched the "Extraordinary 6+ 1" preferential activities in marketing-buy 6 yuan, daily necessities, buy any goods and send them to/kloc-0.
20 1 1 In the second half of the year, Neptune introduced the concept of "U products", which is another brand-new upgrade to the category of household necessities. This upgrade is not only a category upgrade, but also a model innovation, which has the same epoch-making significance as PB strategy in the history of Neptune. 20 12, the core of Neptune's innovation strategy is to promote "U products".
Because consumers don't appear frequently in pharmacies, enterprises need to spend more time to verify whether your innovation is feasible, which makes Neptune's innovation twists and turns, and it is impossible to do it overnight. In this difficult and turbulent commercial times, innovation is destined to see the dawn after a long and arduous struggle.
Peter drucker, a management guru, said: "In an era of innovation, an existing enterprise that cannot innovate is doomed to decline and perish. In this era, a management authority that does not know how to innovate and manage is incompetent. Management innovation has increasingly become a challenge for enterprise management authorities. "
Innovation ability is essentially a kind of management ability. Neptune turned the spirit of innovation into the gene of the enterprise. Entrepreneurs can formulate innovation strategies and initiate innovation, and management can understand the significance of innovation. Innovation has become their habit, and there is a good "chemical reaction" between innovation strategy and management team, which is also the main reason why Neptune's innovation can land quickly.