In 25, political instability, regulatory mistakes, and poor investment in Ukraine were the reasons for the economic downturn, but the main reason is that Ukraine has not yet established an independent economic operation mechanism that is not disturbed by government actions.
First, the general situation of the economy in 25
According to the official report of Ukraine, the economy of Ukraine suffered a cold winter in 25. According to the statistics of the National Bureau of Statistics, the economic growth rate of Ukraine in 25 was 2.4%, only 1/5 of that of the previous year (12.1% in the previous year). The growth rate of industrial production was 3.1%, about 1/4 of the previous year (12.5% in the previous year); The foreign trade deficit in 25 was $1.854 billion.
in 25, the inflation rate in Ukraine was 1.3%, which did not exceed the range of 1% ~ 11% set by the Ministry of Economic Affairs at the beginning of the year, but the actual increase in the price level exceeded that in 24.
II. Industry Situation
In 25, the production of several pillar industries in Ukraine shrank seriously. These industries are metallurgical industry, machinery manufacturing industry, petroleum processing industry and some production departments of chemical industry. The industrial sectors with the most serious contraction in production are petroleum processing and coke production, with production declining by 13.4%. Secondly, the metallurgical industry. Although the global metal price remained at a relatively high level in 25, as a key industrial sector driving Ukraine's economic growth, the production did not grow at a low speed, but decreased by 1.5%. Thirdly, the construction industry, although various private buildings, especially residential buildings, developed rapidly in 25, the industry as a whole declined. The situation of machinery manufacturing and chemical industry is also not optimistic, although the investment in these two industries is more active than other industrial sectors: the investment in chemical production increased by 7.8%; Investment in petrochemical industry increased by 1%; Investment in machinery manufacturing increased by 7.1%, but domestic investment decreased significantly. Similarly, the mining machinery manufacturing industry, although the price of mineral products has increased by 2% ~ 25%, has only driven the production of mining equipment by 4.1%.
The food industry was the industrial sector with an increase of 13.1%; The transportation and communication industry grew by 8.1%; The largest increase was in the service industry, with an increase of 25%, of which the retail and wholesale industry increased by 22%.
III. Cause analysis
1. Political instability
The "Orange Revolution" in early 25 was a factor that led to the stagnation of Uzbekistan's economy. Obviously, the political crisis caused large and medium-sized enterprises to delay signing contracts and supplying goods. The change of government in September made the domestic situation in Ukraine even more confusing, and businessmen could only sit on the sidelines and dare not act rashly.
2. investment freeze
political instability has also caused investment freeze. In addition, the reason for the freeze is that in 25, the Ukrainian government cancelled the special economic zones and priority economic development zones and a series of preferential policies in the name of eradicating corruption, which dealt a heavy blow to investors' confidence. This move is really a "catch the mouse".
In the first quarter of 25, the investment growth was 7.4%, which only maintained the small-scale basic production of enterprises and delayed the economic growth to 5%. The situation improved slightly in the second quarter because some foreign enterprises completed their investment as planned. The investment growth of 3.4% in the third quarter, coupled with the lack of investment in the first two quarters, seriously affected Ukraine's exports, resulting in the economic growth rate dropping to 1.2%. The situation in the last few months was even worse, leaving experts puzzled about the reasons.
3. Insufficient liquidity
In 25, the cash supply increased by 6%, exceeding any year in the previous three years. Then why is there insufficient liquidity? The reason is that in 22-24, the national bank purchased foreign exchange from exporters, while in 25, the growth of bank deposits was due to the growth of individual savings of residents. The share of these funds used for investment and production was very small, and most of them were used for consumption. Since March 25, the number of imported goods has increased, and the phenomenon that imports exceed exports proves this point.
4. Interference of government actions
The direct reason for the 13.4% decline in Ukraine's oil processing and production is that in 25, the Tymoshenko government tried to artificially manipulate gasoline prices and oil price increases. As a result, Ukrainian refineries owned by Russians stopped production and "overhauled" and imported refined oil directly from Russia.
The re-privatization of state-owned enterprises after Yushchenko's government came to power caused great panic among investors and businessmen.
at present, one of the most important factors restricting Ukraine's economic development is that Ukraine has not yet established an independent economic mechanism that is not interfered by government actions.
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Careful people will find that the "Ballet" Pearl Woman cosmetics advertisement endorsed by Ruby Lin has made its debut on Jiangsu and other well-known national TV stations since this month. The "ballet", which has been silent for many years, reappeared in the rivers and lakes with unprecedented momentum and immediately attracted strong attention from all walks of life.
"Ballet", a famous old cosmetics brand with a history of 5 years, what kind of surprise will it bring us this time? In the past years, what glory has "ballet" had, and what ups and downs have it experienced? Along the way, what kind of emotion does "ballet" have and what is it enlightening? Glory in the past: the cosmetics industry "calls for wind and rain" mentioned the glory of "ballet" in that year. Hu Zhenmin, now a Nanjing Golden Ballet Cosmetics Co., Ltd., still can't help it, and used several domestic "firsts" to describe it.
the first to realize the transformation of cosmetics from skin care type to nutrition type. In 1979, the country opened the cosmetics market, and Ballet cooperated with an aquatic product research institute in Suzhou at the first time, grinding pearls into powder and adding vanishing cream, and creatively launched Ballet Pearl Nutrition Cream, which created a precedent for domestic cosmetics and immediately triggered a "pearl fever" in the national cosmetics industry.
the first to enter the overseas market. After the successful launch of "Ballet Pearl Nutrition Cream", it quickly targeted overseas markets and took the lead in entering the Hong Kong market, causing a sensation. Subsequently, "Ballet" opened the international market in Japan, South Korea, Singapore and other Southeast Asian countries and Europe and the United States. At that time, many tourist attractions, "ballet" cosmetics have entered the list of "Nanjing native products", and Hong Kong businessmen, overseas Chinese and foreign friends who come to Nanjing will always take a few bottles back.
the first to win the grand prize in the world. In 1987, "Ballet Pearl Paste" represented Jiangsu light industrial products at the Expo held in Spain and won the "Golden Ring Award".
the first to introduce foreign capital. In 1991, "Ballet" established a joint venture with Lifeng Industrial Co., Ltd. of the United States and Zenggui of Hong Kong, and its financial strength doubled, causing an uproar in the industry again.
the first to advertise in CCTV. During 1993-1997, the advertising of "Ballet" in CCTV was not less than 4 million yuan (the price of publication) every year, and its sales performance increased year by year. At its peak, it created an annual sales income of 16 million yuan. ..... Li Hongzhe, now the marketing manager of Golden Ballet, is also familiar with this history. In his view, the "ballet" at that time can be regarded as "calling the wind and calling the rain" in the cosmetics industry, with unlimited scenery. In his impression, for a long time, "ballet" has been in a state of short supply. When you are nervous, you can only buy two bottles of "ballet pearl cream" when you find the factory director to approve the note.
There is another thing that is still talked about by Golden Ballet people. Before the establishment of Golden Ballet Joint Venture, the export of "Ballet" was entrusted to Jiangsu Import and Export Corporation. Due to the need of export, the provincial import and export company also registered the "ballet" trademark. After the establishment of the joint venture company, Jin Ballet obtained the right to import and export on its own, and began to solve the problem of "two accounts" for the "Ballet" trademark, and finally bought back the ownership and use right of the "Ballet" trademark from the provincial import and export company at a high price of 2.32 million yuan. This was passed down as a much-told story at that time and was listed as a classic case by many authoritative marketing textbooks.
Five-year labor pains: the market is shrinking and the future is unpredictable. No one in Golden Ballet wants to talk too much about this history, but they can't avoid it. Since 1998, the "ballet" market has shrunk, and there has been a "vicious circle" in its development. The voice in the market is getting weaker and weaker, and there are very few advertisements. Last year, it was almost zero, and the sales dropped from the peak of 16 million yuan to 5 million yuan.
Domestic troubles and foreign invasion are a true portrayal of the situation of ballet in the past five years.
Internal worries-the foreign shareholders of Golden Ballet don't know enough about the cosmetics market, the short-term behavior of investment begins to appear, and they are unwilling to continue to invest in brand maintenance and exploration. The interests of both parties to the joint venture are increasingly prominent, the board of directors can't be convened normally, the capital operation is difficult, and the product research and development and marketing can't be guaranteed. Foreign shareholders also frequently "forced the palace" and demanded the withdrawal of funds, and Jin Ballet faced the crisis of disintegration. On the other hand, although Golden Ballet is a joint venture company, the foreign party does not participate in the operation, and the whole operation is still the same as the state-owned system, and the disadvantages of the mechanism are gradually emerging.
foreign invasion-foreign well-known cosmetics brands have entered the country on a large scale. With strong financial strength and advanced marketing concepts, they have become a hit in China and encroached on the domestic cosmetics market on a large scale. Private cosmetics brands, including Little Nurses and Oriental Flowers, have also gained a firm foothold in the market with the advantages of flexible mechanism. At home, rising stars such as Ding Jiayi and Determined Beauty have gradually overshadowed the "ballet".
When Hu Zhenmin recalled this period of history, he briefly summarized it with "Life is tight". He said that before finding a new partner, no one can see through the future and destiny of ballet. Rally: "Softer" came into being and reappeared on January 5 this year, which is destined to be a memorable day in the development history of "ballet". On this day, the Golden Ballet, which was established for more than 1 years, was changed to a new owner: 5% of the original foreign equity officially changed hands, and the "Softer" brand owner Liang Group (Hong Kong) Co., Ltd. "took over" and entered the Golden Ballet. Jin Ballet completely emerged from the crisis of disintegration, and at the same time, a series of actions were launched.
After Softer entered the Golden Ballet, he immediately said that he would restore the ballet to the best level in history in the first year. Ruby Lin was invited to speak on his behalf, and the annual advertising plan of 3 million yuan (publication price) was finalized.
Sofitel's national marketing outlets are shared with Ballet, which has gradually developed the marketing outlets of Ballet from more than 1 in the past to more than 1,5.
Sofitel invested 4 million yuan to increase the capital of Golden Ballet, and its holding ratio increased from 5% to 75%. The resulting reform of enterprise system and mechanism is under way.
The new product "Ballet Pearl Women's Series" is packaged and listed. In response to this series of actions, the "Ballet" has been reported frequently throughout the country: many domestic dealers are scrambling to ask for agents, and some old dealers have also greatly improved their order plans this year, and some have even doubled, with a very strong momentum.
The relevant person in charge of Liang Group expressed the hope that through this integration, "Ballet" will regain its vitality, re-cast its glory and become a well-known cosmetics brand in China.
point of view: the life of a brand comes from investment and innovation
From glory to pain and then to the reappearance of vitality, the road of "ballet" brand name is bumpy and tortuous. The gains and losses are far-reaching.
Hu Zhenmin said in an interview with Nanjing Daily that the prosperity of "ballet" in that year was attributed to continuous investment and unremitting innovation; The decline in the next five years was mainly due to insufficient investment and innovation; Today, if "ballet" is to be brilliant again, the first thing to do is to invest and innovate. The rough road of ballet proves such a hard truth with hard facts: any brand that leaves investment and innovation is equivalent to weakening its vitality.
During the interview, whether in contact with Hu Zhenmin or ordinary employees, reporters can feel a kind of passion and self-confidence. They firmly believe that ballet, once an all-powerful brand, will surpass it even more tomorrow.