Rekindle 2003

Chapter 547 Green Plum Boiled Wine and Discussing Heroes (4)

Niu Qiangdong was silent for a while, "Li Yanhong launched Qiandu, which has internationally leading technology. Through the standard of 'bidding ranking, the highest bidder gets', he took the lead in realizing the profitability of search engines and established it in a very short period of time." If you don’t decide on internal affairs, ask Qiandu, and if you don’t decide on foreign affairs, ask Gugou. In June this year, Qiandu surpassed Gugou and became the number one search engine in China. Is it a hero?"

Qing Yun smiled slightly and shook the cup gently, "Old Niu, you only know one, but not the other. Li Yanhong's search technology is indeed advanced. This is his strength, but his shortcomings cannot be ignored.

He relied too much on technology and ignored human nature and social factors. As a result, although his products were technically powerful, they were not as effective as people expected in practical applications. His success relied more on the support of the state. Like Ding Sanshi, He followed the trend and seized the strategic window of the 'Great Firewall'. It was not about how powerful he was, that's all.

Moreover, his leadership skills are also open to question, otherwise there wouldn’t be so many people leaving Qiandu. He can be big, but not strong.

Therefore, I don’t think he’s much of a hero. Just Liu Biao. "

Niu Qiangdong was stunned for a moment, then asked, "Wu Ying founded UTStarcom, became famous in PHS, and once led the company to conquer the Chinese wireless communications market. Can he be called a hero?"

After hearing this, Qing Yun poured a glass of wine and drank it in one gulp before speaking calmly, "Wu Ying? This man is a practical person, and he is down-to-earth and hard-working. He is a character. However, his character is also He was too conservative. He could not match Ding Sanshi's courage to do what others could not do, nor could he compare to Cheng Tianqiao's spirit of daring to be the first in the world.

His success is just that he chose the right track. He is opportunistic and seizes a place in the wireless communications market through technical speculation.

But... he doesn't understand 'trends'. Our country is developing rapidly. You should have heard the country's argument that it is 'moderately ahead of its time'.

In other words, the backward PHS technology will soon be eliminated. This itself is a transitional product with little market prospect and development space.

There was no problem in accumulating original capital in the early stages, but it required rapid transformation, but Wu Ying did not do that. He followed the same path to the end, and his product line was too single.

You see, Huating has already banned PHS from building base stations in June this year. This is a strong signal, but he has not adjusted and continues to conquer cities and territories across the country, going against the general trend of the world.

If you can't see clearly the general trend of the world, you are not worthy of being called a hero. In other words, you are just... Zhang Lu?

Hehe, this suits him quite well. Look at the problem, hit the nail on the head, do it yourself, and your eyes will turn black. "

After all, this is a gangster who has the ability to persuade both parties to make peace.

When the Lin'an horse and the Pengcheng horse were fighting fiercely, Wu Ying put his arm around the other to persuade them to make peace. Although the two horses were dissatisfied in their hearts, they had to accept it humbly and did not dare to be dissatisfied.

Heavenly Master.

Quite vivid.

Niu Qiangdong originally wanted to add a few more for fun, such as Qinshan Lei, Hangzhou Horse, and Pengcheng Horse, but he estimated that Mr. Xiaoqing's answer would probably be, 'Why do you care about such mediocre villains? '

After clinking glasses with Qing Yun, Da Qiangzi frowned and asked, "Wait a minute, Mr. Xiao Qing, when you just criticized them, you kept saying the word 'situation'. How can this 'situation' be smoothed?" What kind of 'moment' is it to go smoothly?"

Qing Yun didn't rush to say anything. He drank the glass, touched a cigarette and held it in his hand. He thought about it and then smiled, "What I want to say below is just my personal thinking. I don't know if it's right or wrong." I know. I’m just going to say it, but you just listen to it.”

Niu Qiangdong nodded solemnly, picked up the lighter and lit the fire for him.

He knew that this should be completely dry stuff.

He even took out a notebook to record.

This thunder of Emperor Yun was quite serious. After so many years, it seems that he also took notes during that court appearance...

Shaking his head, Qing Yun blew out a smoke ring, and then said slowly, "Why do some people work hard to stay in the same place, but some people grow tenfold and a hundredfold even though they don't work very hard?

Can you tell me what makes one business fundamentally different from another? "

Qing Yun didn't expect the Great Qiangzi to give an answer to this question.

Because this is a dimensionality reduction talk, his dimensionality reduction of the large hadron.

The Great Qiangzi at this time is not the famous entrepreneur he would be ten years later. The Great Qiangzi at this time is still just a small businessman.

As for Qing Yun, he only needed a little practice to master the knowledge accumulated in his previous life and Qin Tianchuan's godfather-level skills in this life.

"Actually, today, you can see that 99% of business owners spend 99% of their time improving a lot of operational efficiency. Therefore, they can only be business owners, not entrepreneurs.

You can reduce the cost by one point. How soon do you think your opponent can do it?

I believe he can do it without giving him half a year.

Unless you can reduce costs to the extreme like my fiancée’s second uncle, his method is only suitable for large-scale industrial systems.

You can use an amoeba method to reduce costs and increase efficiency. Can he use an amoeba method?

You can make marketing changes at the terminal. Can he learn that method?

The answer lies within your heart. "

Having said this, Qing Yun smiled, "The fundamental difference between one enterprise and another cannot be at the operational level. The fundamental difference lies in structural efficiency.

What is structural efficiency?

'Potential' and 'Force'.

In my opinion, if an enterprise wants to become bigger, if it wants to become stronger after becoming bigger, and if it wants to be everlasting after becoming stronger, the core lies in four words: 'Follow the trend' and 'Leverage'.

If you violate these four words, no matter how good a person is, you will not be able to run a business, and no matter how powerful a business empire is, it will quickly decline.

There are many talented people in this world, those with resources and money, and there are also many second-generation people.

But you will find that many people, even if they have money and resources and are very good in themselves, can't start a business because they violate the first law of business and follow the trend.

No matter how big the resources, how big the power, no matter how much money, if it is used in the wrong trend, it will be a cannon to swat mosquitoes, and in the end it will be a complete loss.

Some things are fruitless.

So the first word I summarized is to follow the trend, and we must follow the trend. "

After a pause, he glanced at the Great Hadron and continued, "First of all, the first structural efficiency is called the future trend, or the industry trend, the ultimate trend.

It is very important for an entrepreneur to follow the ultimate trend of his industry, just like the four stages of e-commerce I just mentioned. You definitely can't play according to the four-stage pattern at the beginning, but you must see what you do now to survive in the fourth stage. "

In fact, there is a good example, but at this time, it has not happened yet.

Huiyuan Juice.

Huiyuan did nothing wrong, and its founder worked hard, but it still lost, and it suddenly lost the entire war at the height of its power.

But it is not unfair at all, it lost to the trend.

When China's per capita GDP exceeded 1000 US dollars, it was the time when Chinese people began to eat fruits. Gradually fresh fruits appeared on the dining table. Gradually Huiyuan juice began to rise. Juice represents health.

When the per capita GDP exceeds 5000 US dollars, you will find that everyone not only wants to drink a glass of juice. The shelf life of concentrated juice is 365 days. No one drinks the juice that contains preservatives and tastes very jerky.

Everyone began to drink Heytea, Naixue, and a glass of juice with a per-capita price of more than 20 yuan.

What defeated Huiyuan was not business factors but trends. Behind the trend is GDP per capita.

If China's per capita GDP remains below US$5000, Huiyuan will not survive unless it seeks death. Because of our consumption habits and spending power, we can only accept Huiyuan.

But when the per capita GDP exceeded US$5000 and quickly approached US$1, Huiyuan, which had done nothing wrong, died in the process.

Its death rate depends on the growth rate of GDP.

Because at this time, ordinary people no longer care about the twenty or thirty yuan they have.

Standing in 2023, going back 20 years ago, if you went to a restaurant and the restaurant gave you a menu that clearly stated that a cup of freshly squeezed juice costs 20 yuan, would you remember what you thought at that time?

It’s so expensive!

What a pit!

20 yuan can buy 20 kilograms of oranges. As long as I can endure this meal without drinking, I can buy 20 kilograms of oranges when I get home. I will peel them and eat them today, squeeze them and drink them tomorrow. I can eat them for ten days and a half. The worst is the end. Throw it away when it's rotten.

I just need to endure one meal without drinking. How about I drink some free tea?

It didn't work out, and my child was craving for juice, so I bought a 10-yuan bottle of Huiyuan Concentrate and mixed it with water to drink. It lasted for several days.

However, today, freshly squeezed juice is readily available in milk tea shops on the streets for 20 yuan a cup, and people can even queue for two or three hours.

So, how many people still have the same idea as they did 20 years ago?

Consumption is upgrading, and even in such a difficult year as 2023, people will not be able to return to the consumption levels of 20 years ago.

GDP per capita has increased tenfold in 20 years, which is the director of this trend.

Why did people all over the country start eating durian crazily overnight?

Would this scene have happened 10 years ago?

Why didn’t it enter thousands of households 10 or 20 years ago?

Could it be that over time, the durian variety has changed and it has become more fragrant?

It's not the same smell.

The essential reason is that people can afford it now and know that durian tastes delicious.

Huiyuan juice is a representative of concentrated juice, which represents a stage of consumption in a society.

Another track is juice, and in the same era, when Huiyuan was developing rapidly, some companies began to deploy freshly squeezed juice, and the unit price per 10 ml of juice was times that of Huiyuan.

The choice of direction directly leads to huge differences between people and enterprises.

In 2010, Huiyuan was at its peak. Huiyuan's market value in Pearl Island had already reached 200 billion, forcing Coca-Cola to spend 300 billion to acquire Huiyuan.

12 years ago, no one knew what Heytea Naixue was, but just 12 years later, Huiyuan went bankrupt in the commercial capital.

Everyone will remember that Hongxing Erke was the light of the nation at that time, but how many people can remember that Huiyuan Juice also donated money like Hongxing Erke.

After the founder donated the last few million in cash on his account, he officially declared bankruptcy and reorganization.

This boss does not engage in real estate, does not engage in non-diversified main businesses, does not speculate in stocks, does not have any bad habits, and does not have children who are prodigal and cheating. He just runs his own juice business honestly and has turned a 12 billion company into a business in years. Companies with market value are gone.

Let me ask, whose fault is this?

He works hard, right?

He constantly improves operational efficiency. Today he makes orange juice, tomorrow he makes apple juice, tomorrow he makes grape juice, today he makes flexible packaging, tomorrow he makes flat packaging, today he sells offline, tomorrow he sells online, everything follows the pace of the market. , achieved the ultimate at the operational level, and then...

Still dead.

Personal efforts are worthless in the face of trends.

Power is stronger than people.

It's a pity that this case can't be told to the Great Qiangzi.

After taking a sip of the tea next to him, Qing Yun continued, "The second structural efficiency is called cycle, the trend of cycle.

From today to the future state of every industry, it does not happen overnight. It has to go through a process.

In my opinion, the industry cycle is divided into seven stages. "

Niu Qiangdong hissed when he heard this. Although he studied sociology, he was engaged in business after all, and he usually read a lot of books. Isn't the industry cycle four stages?

Start-up, growth, maturity, decline.

Qing Yun smiled playfully and ignored his doubts. This was an economist raised by the Qin family, using the experience summed up by the four brothers of the Qin family in a large number of practical cases.

In his previous life, he could only hear Qin Manman's voice.

This kind of think tank economist can pay millions in consulting fees for one lecture.

Qing Yun continued, "Understanding cycles can save people. Cycles can kill people and at the same time help people up. If you grasp the laws of cycles, you can win while lying down. If you violate the laws of cycles, you will definitely lose with hard work." .

Even if you enter a good industry and a good track, if the cycle is not right, you will not win in the end.

The first stage is the initial stage.

All industries are in their infancy in the first stage of their germination.

At this time, there are not many participants in the market, and the demand in the market is not large, because there are not many people who are capable of accepting this thing, so there are very few on both sides of supply and demand. "

Niu Qiangdong stopped writing, picked up his wine glass and took a sip, "This is very similar to the first stage of e-commerce you mentioned before. So, what exactly should we do at this stage?"

Qing Yun looked at him with interest, "What do you think?"

Niu Qiangdong thought about it carefully and asked uncertainly, "Recruit troops and race horses to enclose the land quickly?"

After saying that, he shook his head. If we follow Qing Yun's four-stage e-commerce theory and conclude with the fourth stage, it would definitely be wrong to be so blind in the first stage.

Niu Qiangdong didn't think Qing Yun would ask a question with a simple answer.

After thinking again and again, he said firmly, "First, I need to look more, do research, position myself, cultivate the market, educate consumers, and spread my new products and ideas."

Qing Yun burst into laughter upon hearing this, "Congratulations!"

Just when Da Qiangzi wanted to humble himself, the smile on Emperor Yun's face suddenly disappeared, "You have perfectly made all the strategic mistakes that are most likely to be made at this stage."

(End of this chapter)