媒体报道|特劳特伙伴公司:找准战略定位,发出漂亮一击 2020-01-16ChinaDaily



Deng Delong, global president of Trout & Partners.[Provided to China Daily]

Consultancy firm finds sweet spot in strategic positioning services

By Fan Feifei | China Daily

Trout & Partners, a US firm which offers strategic advisory services, is increasing its presence and investment in China to help more Chinese companies use strategic positioning for gaining an edge in global markets, according to company officials.


Deng Delong, global president of the company, said he remained bullish on the company’s prospects in China, which plays a significant role in its global layout. “China’s consulting market will continue to flourish. As the labor market becomes more subdivided, and the external environment becomes more complex, enterprises will need an external perspective to gain professional knowledge in various fields,” Deng said.


Deng said that positioning is the core of corporate strategy. In order to have a sustainable competitive advantage, enterprises should not chase existing markets, but create new ones-new demand and new customers and lead them, he said.


“We will continue to invest in companies, whom we regard as partners instead of clients in the usual sense, and expect to become the second-largest shareholder of our client companies, which is the most suitable position for us in the enterprise to guide the strategic direction.”


He said enterprises should avoid copycat products, and make unique ones, in a bid to win minds. “The existing markets are not your markets, but markets for other existing companies.”


Trout & Partners has established 27 branches worldwide. It is a global network of strategy experts that applies Jack Trout’s concepts, the “Positioning Theory”, and develops his methodology around the world. It has consulted with a wide range of companies including Apple, AT&T, IBM, Procter& Gamble and General Mills.

特劳特伙伴公司在世界范围内设立了27个分支机构,形成了一个全球性的战略专家网络,运用杰克·特劳特(Jack Trout)的理念——“定位理论”,将其方法论在全世界发扬光大。特劳特为范围广泛的各种企业提供了战略定位咨询,例如苹果公司、美国电话电报公司(AT&T)、IBM、宝洁公司及通用磨坊公司(General Mills)等。 

The consultancy’s China branch was founded in 2002, and is now the fastest-growing and the largest in scale. It has helped many Chinese companies establish their strategic positioning and achieve outstanding performance, which further led them to become the benchmark of their industries.


“We obtain a long-term relationship with enterprises by signing contracts that are over five years and investing in firms with enormous potential, and we make ourselves ‘strategy partners’ of entrepreneurs,” Deng noted.

邓德隆强调说:“特劳特与潜力巨大的企业长期合作,合同期在5年以上,并且持有其股份,以确保我们成为企业家的‘战略合伙人’” 。

It has helped Guazi.com, which was originally a sub-channel of online service provider Ganji.com, establish its positioning as a “used-car direct-selling platform” and the unique value of “no intermediaries and price differences”, and enabled it to gain leadership in the category of used cars.


Wang Xinxin, a professor from Shanghai University of Finance and Economics, said the Positioning Theory emphasized the differentiation when enterprises make strategic decisions, as well as winning the prospect’s mind and letting people realize brand value, but enterprises should do more to satisfy personalized and dynamic demands from consumers.


Xue Peng, founder and CEO of FlashEx, a provider of intracity delivery services to individual customers, said with the help of Trout & Partners, the company has established its positioning as a “one-to-one or exclusive delivery service”, which has completely differentiated it from other delivery competitors.






伙伴动态 | 猿辅导成为全球教育科技独角兽第一,特劳特连续跟投两轮融资


北京时间10月22日,猿辅导在线教育公司宣布,近期已完成G1和G2轮共计22亿美元融资,融资完成后,猿辅导在线教育公司的估值达到155亿美元,在全球教育科技独角兽公司中排名首位。这也是中国教育科技公司首次跻身全球教育科技独角兽第一名。其中G1轮由腾讯公司领投,高瓴资本、博裕资本和IDG资本等跟投。G2轮由DST Global领投,中信产业基金、新加坡政府投资公司(GIC)、淡马锡、挚信资本、德弘资本(DCP)、Ocean Link、景林投资、丹合资本等基金参与了本轮融资。

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