Rekindle 2003

Chapter 548 Green Plum Boiled Wine and Discussing Heroes (5)

Perfectly making all the strategic mistakes that are most likely to be made at this stage?

When Niu Qiangdong heard this, his face suddenly felt worse than constipation.

What made him feel uncomfortable was not that he answered wrongly.

What made him uncomfortable was that at this moment, he could vaguely see the shadows of the professors in the university in the 18-year-old young man in front of him.

It's a bit too much. He is obviously 11 years older than Qing Yun, Qing Yun is only 18 years old, and he is still a few months shy of his thirties.

I can't get rid of my face.

But within two breaths, Niu Qiangdong adjusted his mentality.

When others are dancing like elephants, they are powerful, but when they are standing, they cannot stand up. What can you say?

Those who have mastered it come first, and learn with an open mind.

Besides, he could see that Qing Yun was sincerely helping him.

Because these... can be called "Tao", which is the existence of the inheritance of each family from son to daughter, or even from direct descendants to concubines, and from elders to elders but not to younger ones.

He raised his wine glass and toasted respectfully, "Please teach me, Mr. Xiaoqing."

Qing Yun held his hand and touched the cup flatly, expressing equality.

However, Emperor Yun still carefully used his little finger to separate the cup slightly, so that the rim of the cup did not touch.

Otherwise it's just disgusting.

'When any disaster occurs in our country and society, our nearest warehouse manager has the right and must donate all the goods in the warehouse to the people in the disaster area. '

The great Qiangzi who said such words and practiced them is worthy of his teaching.

"The first mistake in this link is to 'educate consumers'."

Looking at Da Qiangzi's hesitant look, Qing Yun chuckled, "I know, in fact, many people are not convinced. They will ask what's wrong with educating consumers? 'I don't educate consumers about a new product. , will he come to buy it?’ I guess you think so too.”

Da Qiangzi nodded honestly, that's what he really thought.

In his opinion, the biggest problem, or the biggest bottleneck, in the current development of e-commerce platforms is that many people do not know how to operate computers for online shopping.

The larger argument is that there aren’t enough Internet users, but that’s beside the point.

That is the future. Let’s just talk about the present. At present, 80% of Internet users go online to play games. The younger ones play online games like Legend, the older ones play chess and cards like Lianzhong. Those who really know how to shop online are a group of young and middle-aged people with purchasing power. .

Therefore, Da Qiangzi believes that in order to expand the number of people, he must first educate consumers and let them learn to shop online.

Qing Yun gave him a playful look, "Are we educating consumers? Come on, let me give you a scene. Back 20 years ago, you told farmers to have balanced nutrition, eat more vegetables and not eat red meat. , eat more fruits, because it is healthier and less likely to cause high blood pressure and diabetes. Do you think it is useful?"

Da Qiangzi's face turned green when he heard this, "I still have a lot of good life to enjoy."

Let alone 20 years ago, this kind of thing happened 10 years ago. Even if he goes back to the countryside now, he might be beaten to death by the old people in the village.

Qing Yun shrugged his shoulders and continued, "Why is it useless? I have no spending power.

Not to mention 20 years ago, even now, in rural areas, people are just going to the market. They sell vegetables and eggs to get some money to save, and during the holidays, they buy some meat and fruits to make toothpaste. Who had the spending power to buy fruits as a daily meal 20 years ago? Food?

Not to mention rural areas, even in cities, 20 years ago, most consumers did not have the spending power. How do you educate them?

Education is useless, consumers are never educated by you.

Children can play games and shop online, but where will they get the money? The old man can play chess, but you are really embarrassing the old man by shopping online.

You have to agree with this. At a certain point, you don’t need to teach him to eat more vegetables and less meat. He will understand it by himself and he will find something to eat. Because when the per capita GDP reaches a certain dimension, consumption habits and concepts will change. , he will burst out this need himself.

In other words, when computers become popular to a certain extent, online shopping people will naturally sprout up like bamboo shoots.

You don’t need to educate them, it’s enough to establish a reputation and provide guidance. If you have a good reputation, these new people will naturally come over, because they will ask who and who and which platform is reliable.

Remember, educating consumers is a taboo. You spend a lot of time cultivating and educating consumers every day. In fact, you waste a lot of time and money. This is not following the trend, it is counterproductive. "

After that, he chewed a few peanuts by himself. After Niu Qiangdong thought about it and nodded, he continued, "The second biggest taboo is the horse racing and enclosure you mentioned in the first sentence. This is actually Nothing much to talk about.

Brother, starting period! There’s no one around yet! You are so embarrassed! You have worked hard to expand, and after the expansion is completed, you realize that it is over, there are no customers, and you can only hold on to the huge investment in the early stage and wait foolishly for when the customers will appear.

The third big taboo is to hold it in and work behind closed doors.

In the early stage, what is the most important thing to do during the start-up period?

Make a sample!

This is the stage where trial and error costs are lowest for an enterprise. You have to constantly test what kind of model is the best model and what kind of model is the optimal model.

It is enough for you to set up a factory and serve one or two customers, but for these two customers, you must create a model that can be scaled up and replicated in the future.

How to deliver, how to produce the product, what is my time period? How big is a standardized factory and how much does it cost? What is the income? You must make a model.

If you set up a chain and a store, what is the profit model of this store? How much to invest? What is the payback period? Is it a joint venture? Is it direct sales? Is it a franchise? In what way?

In the early days, boilerplate testing is most important. For example, when I first started, I was in Digital Plaza, not making any money, and even running the production line at a discount..."

Qing Yun told Niu Qiangdong about the days when the sun and moon were shining brightly in the Digital Plaza.

This was how he ran the lean production line ahead of schedule in the Digital Plaza, moved it to the TOP Park, and directly copied it to volume the next day.

Niu Qiangdong, who was originally confused by Qing Yun's series of questions, suddenly understood after seeing this vivid example, and asked questions and recorded them from time to time.

Qing Yun took a sip of tea and continued, "Remember, at this stage, scale means nothing.

But in the early days, you have to look for a variety of competitors across the country or even around the world to compare and research to find a real model model and test it to make it reach your level. You can understand that it can be copied quickly, right?

In the initial stage, it is more important not to do most things than to do them.

So what needs to be done?

Be a true benchmark.

You have to wait for strategic opportunities to appear. "

Having said that, after leaving enough time for Da Qiangzi to take notes, Qing Yun saw that he stopped writing, and then he said, "The second stage, after a certain period of accumulation, this time may be very long or very short, as the time passes, Per capita GDP and terminal market began to increase, and a growth period began to appear.

The needs of customers and the supply of this industry have gradually reached the point of adaptation, and the real tipping point of this industry has begun to appear.

At this time, companies are providing products to customers on a large scale, and the industry model is slowly maturing. People will suddenly find that a large number of consumers begin to rush in to accept products and services.

On the contrary, more and more companies are entering the market following mature models, and the market has truly begun to enter a cycle of prosperous supply and demand. This is the growth period of the industry.

In the growth period, all customer needs are blank needs, and the increase rate of demand will be higher than the rate of supply. Therefore, all companies will not crash, and there will be blank markets everywhere.

This is the best era in the development of the industry, and it is also the first 'golden period' of the entire industry. "

Having said this, Qing Yun smiled and did not embarrass Da Qiangzi, "Entrepreneurs at this stage are also the stage where they are most likely to make mistakes, the stage where they make decisive mistakes. The first taboo at this stage is to stop realizing money. .

Countless entrepreneurs, after working hard for many years when an industry really takes off, finally make money, start taking money from the company, and start enjoying a good life. "

Qing Yun shook his finger, "This is definitely not the time to take money from the company, but this is the time when the entire market explodes on the largest scale.

Are you a Lin'an company at this time? Is it a Zhijiang company? Is it a dragon head in the Yangtze River Delta? A national leader? Or a world-class dominant company?

This depends to a certain extent on whether you are expanding aggressively enough at the moment.

Because at this stage, it is all competition at the blank market level. This is the period of staking the claim. If you don’t go, someone else will. "

Niu Qiangdong certainly agrees with this point of view. As an entrepreneur, this stage is actually his favorite.

Having just fallen out of love, what he wants most is to become bigger and stronger, and then make his first girlfriend's family regret it. He will never take money from the company at this stage, and every cent will be used to expand reproduction.

Qing Yun also knew this very well, so he went to the next step without saying too much, "The second big taboo in the growth period is refusing to cooperate.

When your life is good, many people will come to you for cooperation, but you won't cooperate. You say, 'I don't lack anything, I have many customers, do I need to cooperate with you? '

This is extremely wrong.

Collecting more food in good times is the basic quality of a professional entrepreneur.

Do you think it is easier for an enterprise to accommodate strength when it is growing or when it is stopping?

Everyone wants to get on the express train.

从你从1000万变成3000万，3000万变成8000万，8000万变成1.6亿的时候，所有人都愿意上车。

When you go from 1.6 million to 1.6 million, many people on the bus want to get off.

If you don't take advantage of this peak period to finish what you need to do, and wait for the company to stop growing before you seek strength, this is called mismatch.

Therefore, when you are not short of money, it is the time when you are most short of money.

Only in the stage of rapid development can it be easy to obtain the intervention of many cooperative forces, capital, and strategic resources.

If you choose to 'close the country' at this time, then once growth stagnates, you will be unable to get what you ask for if you try to collect grain, and the final outcome will be exactly the same as the consequences of 'closing the country'. "

This applies to most companies, but there are exceptions, such as the Qin family.

Magnolia officinalis is too special. There is no other way, Huang Shang, when it is short of money, it can always make money.

“The third taboo is to refuse to expand, which is different from the first one to stop cashing in.

Instead of getting his money back, he questioned whether the industry was too hot and too impetuous.

He felt that his product was not quite right, so he went back to polish the product again, focusing on polishing the product from 80 points to 90 points, so as to create a better product.

By the time you build this awesome, awesome, awesome product, the market battle is basically over. Even if your product is better, it won’t help because the market volume has already been occupied by others. "

At this point, Qing Yun pointed at himself, "To be honest, I am at this stage now. I dare not start a war with Fantasy in the brand phone market at this moment. It is for this reason that I have no access."

Niu Qiangdong was stunned when he heard this, and then his eyes slowly widened, and his finger slowly pointed at himself.

He got it.

He totally got it.

He knew why Qing Yun valued him so much.

"I come?"

This sentence is not Niu Qiangdong's question.

When he said this, the corners of his mouth slowly turned up.

Qing Yun's first investment of 2000 million, he thought Qing Yun was investing in him, which is normal in the investment field.

As for the investment conditions proposed by Qing Yun today, how much was promised per year, and some even required no equity but just debt, Niu Qiangdong only had four words in his mind.

How can one be so virtuous?

Furthermore, he was thinking of four other words:

Either adultery or theft.

But Da Qiangzi still couldn't understand why Qing Yun had the idea of ​​either committing adultery or stealing. To Qing Yun, he could be said to be like an ant to a giant dragon. A single sneeze from the giant dragon could kill him.

At this moment, Niu Qiangdong found the value of his existence.

Qing Yun smiled and nodded affirmatively, but then shook his head, "Don't worry, I definitely can't put all my eggs in one basket."

At this time, Niu Qiangdong picked up the cup and touched it with him, "Don't worry, you will definitely choose me."

Qing Yun didn't say anything, and both of them drank the wine in one gulp.

Qing Yun opened a piece of air-dried beef and said while chewing, "This kind of thinking often occurs in companies that are not well prepared in the initial stage.

When the industry is in a period of rapid growth, it doesn't matter whether your product scores 80 or 90 points, but whether you can gain a larger market share determines your ability to continuously upgrade your products in the future. "

“The fourth taboo is choosing customers.

'This client has too many things to do. Although the volume is large, the gross profit is too low. There are too many things to do and no profit, so I won't do it! I have plenty of customers to choose from! This customer is a good one, he has money but not much to do, and the profit is high. I will work on his products. '

Do you think there are such business owners? Simply not too much.

But, Lao Niu, you have to remember that every time you reject a customer, especially a customer you think is difficult, you are cultivating a potential competitor.

Because, his needs were finally met.

But whoever can satisfy the more difficult customers means that your giving up will actually create a stronger competitor. "

……

(End of this chapter)