The perfect way to make the most strategic mistakes at this stage, all of them?

When Niu Qiangdong heard this, his face was suddenly more uncomfortable than constipation.

He was uncomfortable, not because he had answered incorrectly.

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

It's a bit excessive, he is obviously 11 years older than Qingyun, Qingyun is only 18 years old, and he is still a few months away from being established.

I can't get down on my face.

But after only two breaths, Niu Qiangdong adjusted his mentality.

The year of other people's dancing elephants is a strong party, and they can't stand up in the year they stand, what can this say?

Those who reach the first place should learn with an open mind.

What's more, he could see that Qingyun was sincerely helping him.

Because of these...... It can already be called 'Tao', which is the existence of each family passing on children but not daughters, and even passing on grandchildren but not children, and passing on elders but not children.

He raised his glass and toasted respectfully, "Please also ask Mr. Xiaoqing to teach me." ”

Qingyun held his hand, and the cup touched it flatly, indicating equality.

However, Emperor Yun was still very scheming to use his tail finger to separate it slightly, and did not let the rim of the cup touch.

It's disgusting to do otherwise.

'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 Hadron who utters such words and puts them into practice is worthy of his teaching.

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

Looking at Da Hadron's appearance of wanting to speak and stopping, Qingyun smiled, "I know, in fact, many people are not convinced, and they will ask what is wrong with educating consumers?" 'If I don't educate a new product, will he buy it?' I'm guessing that's what you think too. ”

Da Qiangzi nodded honestly, he really thought so.

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

To put it a little bigger, there aren't enough Internet users, but that's a stretch.

That's the future, just talk about the present, the present is that 80% of netizens go online to play games, the small ones play online games such as legends, the old ones play chess and cards such as Lianzhong, and the ones who really shop online are a group of young and middle-aged people with purchasing power.

Therefore, Da Hadron feels that if you want to expand the crowd, you must first educate consumers and let them learn to shop online.

Qingyun glanced at him playfully, "Are consumers educated by us?" Come, let me give you a scene, go back to 20 years ago, you told farmers to have a balanced diet, eat more vegetables, don't eat red meat, eat more fruits, because it's healthier, it's not easy to get high blood pressure and diabetes, do you think it's useful? ”

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

Not to mention 20 years ago, this kind of thing goes back to 10 years ago, and even now he goes back to the countryside and says, maybe he will be beaten to death by the old people in the village.

Qingyun shrugged his shoulders and continued, "Why is it useless? I don't have spending power.

Not to mention 20 years ago, even now, the countryside is still just a day to rush to the market, sell vegetables and eggs for some money to save, buy some meat and buy some fruit during the New Year's festival and come back to fight tooth sacrifices, 20 years ago, who had the consumption power to buy fruit as a daily food?

Not to mention the countryside, even in the city, 20 years ago, the vast majority of consumers did not have this spending power, how can you educate?

Education is useless, consumers are never educated by you.

Children can play games, buy online, where does he get the money? The old man can play chess, but you are really embarrassed by the old man when you shop online.

You have to agree with this, at a certain point, you don't need to educate him to eat more vegetables and less meat, he will understand it himself, he will find it to eat, because when the per capita GDP reaches a certain dimension, consumption habits and concepts will change, and he will burst out of this demand himself.

In other words, when computers become popular to a certain extent, online shopping crowds will naturally spring up.

You don't have to educate him, it's enough to establish a reputation and provide guidance, if you have a good reputation, these new groups of people will naturally come, because they will ask, ask who is who and which platform is reliable.

You remember, educating consumers is a big taboo, you spend a lot of time every day to cultivate and educate, in fact, a lot of time and money are wasted, this is not homeopathic, this is pulling seedlings to grow. ”

After that, he chewed a few peanuts by himself, and after Niu Qiangdong nodded after he figured it out, he continued, "The second taboo is the horse race you said in the first sentence before, which is actually nothing to talk about."

Big brother, the beginning! There's not a lot of people yet! You're a hairyman! You have worked hard to expand, and after the expansion is completed, you find that it is over, there are no customers, and you can only hold on to the huge investment in the early stage and wait stupidly for when the customers will appear.

The third taboo is to hold back yourself and work behind closed doors.

What is the most important thing to do in the early years, in the early stages?

Sample!

At this time, it is the stage where the cost of trial and error is the lowest in the enterprise, and you have to constantly experiment with what kind of model is the best model and what kind of model is the best model.

It's enough for you to build a factory and serve one or two customers, but for one or two customers, you must create a model that can be scaled and replicated in the future.

How is it delivered, how is the product shipped, and what is my timeframe? How big is a standardized factory and how much is the input? What is the income? Be sure to make a model.

If you build a chain, 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 a direct sale? Is it to join? In what way?

In the early days, boilerplate testing was paramount. For example, when I was just starting out, I was in the digital square, and I didn't make money, and I was even running the production line with money......"

Qingyun told Niu Qiangdong about the years when Sun Moon Guanghua was in the Digital Plaza.

At the beginning, he ran the lean production line in advance in the digital square, and directly copied the volume the next day when he moved to the TOP park.

Niu Qiangdong, who was originally stunned by Qingyun's series of questions, suddenly understood under this vivid example, and asked questions and recorded them from time to time.

Qingyun took a sip of tea and continued, "You remember, at this stage, scale doesn't mean anything.

But in the early days, you have to look for all kinds of competitors on a national or even global scale, to compare, to research, to find a real prototype model, and test it to the point where you can copy it quickly, understandable?

In the initial stage, most things are more important than doing.

So what needs to be done?

Be a real benchmark.

You have to wait, wait for the strategic opportunity to arise. ”

After that, he left enough time for Da Hadron to take notes, and when he stopped writing, Qingyun said, "In the second stage, after a certain period of accumulation, this time may be very long or very short, and as per capita GDP and the terminal market begin to rise, the growth period begins to appear."

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

At this time, enterprises provide customers with products on a large scale, and the industry model is slowly maturing, and people will suddenly find that a large number of consumers begin to enter the market to accept products and services.

On the contrary, more and more companies are also entering the market along the mature model, and this market has begun to truly enter the cycle of supply and demand, which is the growth period of the industry.

In the growth period, all customer demand is blank demand, and the rate of demand increase will be higher than the speed 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. ”

Speaking of this, Qingyun smiled, and was not embarrassed by Da Qiangzi, "Entrepreneurs at this stage are also the stage where they are most likely to make mistakes, and the stage where they make decisive mistakes.

The big taboo at this stage, the first one, is to stop monetizing.

Countless entrepreneurs, when an industry really took off, have been tired for many years, and finally made money, began to take money from the enterprise, and began to enjoy a better life. ”

Qingyun shook his finger, "At this time, it is definitely not the time to take money from the enterprise, but this is the time when the entire market has exploded on the largest scale."

At this time, you are a Lin'an enterprise? Is it a river of enterprises? Is it the leader of the Yangtze River Delta? Is it a national leader? Or a world-class hegemonic enterprise?

This depends in part on how hard you can expand at the moment.

Because at this stage, it is all blank market-level competition, and this is the period of staking land, if you don't go, someone will go. ”

Niu Qiangdong certainly agrees with this point of view, as an entrepreneur, in fact, his favorite is this stage.

Just fell out of love, what he wanted most was to become bigger and stronger, and then let his first girlfriend's family regret it, he would never take money from the company at this stage, and every cent would be used to expand reproduction.

Qingyun is also very clear about this, without talking too much, and entered the next step, "The second taboo in the growth period, refusing to cooperate."

When your life is good, there will be many people who come to you to cooperate, and you don't cooperate, and you say, 'I don't lack anything, I have customers, do I need to cooperate with you?' ’

This is profoundly wrong.

Timely and more grain, this is the basic quality of a professional-level entrepreneur.

For an enterprise, do you think it is easy to accommodate power when it is developing, or it is easy to accommodate power when it stops.

Everyone is willing to get on the fast train.

From the time you go from 10 million to 30 million, 30 million to 80 million, 80 million to 160 million, everybody wants to get in the car.

When you go from 160 million to 160 million, a lot of people in the car want to get off.

If you don't take advantage of this peak period to finish what you should do, and wait for the company's growth to stop before asking for power, this is called mismatch.

So, when you are not short of money, it is 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 yourself off from the country' at this time, then once your growth stagnates, you will not be able to ask for food again, and even the final result will be exactly the same as the consequences of 'closing the country to the outside world'. ”

This applies to the vast majority of enterprises, but there are exceptions, such as the Qin family.

Magnolia is so special, there is no way, Imperial Merchant, when it is short of money, it can conjure up money at any time.

"The third taboo is the refusal to expand, which is different from the first stop to monetize.

Instead of taking the money back, he questioned that the industry was too hot and impetuous.

He felt that his product was not quite right, so he went back to re-polish the product, focusing on polishing the product from 80 points to 90 points, and wanted to make a better product.

When you create this very good product, the market is basically over the battle, even if your product is better, it will not help, because the market channel volume has been occupied by others. ”

Speaking of this, Qingyun pointed to himself, "Frankly speaking, I'm at this stage now, I don't dare to start a war with fantasy in the brand machine market at this moment, and 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 fingers slowly pointed at himself.

He understood.

He got it thoroughly.

He knew why Qingyun valued him so much.

"I'm coming?"

This sentence is not Niu Qiangdong's question.

As he said this, the corners of his mouth slowly curled.

Qingyun's first investment of 20 million, he thinks that Qingyun is investing in him, which is normal in the investment field.

And today, the investment conditions proposed by Qingyun promise how much each year, and even some do not want equity but creditor's rights, which in Niu Qiangdong's view, he only has four words in his heart.

How can he be virtuous.

In turn, he was thinking of four other words:

Either traitor or theft.

But Da Qiangzi never understood what Qing Yun had about being a traitor or a thief, he could be said to be an ant to a dragon for Qing Yun, and a sneeze of the dragon could kill him.

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

Qingyun smiled and nodded affirmatively, but shook his head again, "Don't worry, it's definitely impossible for me to put my eggs in one basket." ”

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

Qingyun didn't say anything, and both of them took a sip of wine in their glasses.

Tearing down a strip of air-dried beef, Qingyun said while gnawing on it, "This kind of thinking often happens to companies that are not prepared at the initial stage.

In the period of rapid growth of the industry, it does not matter whether the product is 80 or 90 points, but whether you can gain a larger market share determines whether you have the ability to continue to upgrade the product in the future. ”

"The fourth taboo is to pick customers.

'This customer has too many things, although the volume is large, the gross profit is too low, and there is no profit in many things, so I don't do it! Lao Tzu has customers to choose! This customer is good, people have money and not much, and the profit is high, I do his products. ’

Do you think there is such a business owner? Not too much.

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

Because, his needs will be met in the end.

But whoever can satisfy the harder customers means that you give up and actually cultivate a stronger competitor. “

……

(End of chapter)