China Wisdom industry leader He Mu said: Life First marketing second

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From the 18 floor window of the era finance mansion located in the Pudong Lujiazui, look out, the color of the Huangpu river cruise ship, like the painter conveniently smear things, lifelike and unnatural. Surrounded by high-rise buildings, the famous river self-conscious toward the Yangtze River not far away.

This is the He Mu Consulting Group president of the newly settled office. One of the core areas of Shanghai's financial center, he is the first Chinese local consultation brand cloth a coup, the capital-intensive place is the intelligence. 45-Year-old Ho Mu, who has "China's first wage earners," said 1995, after the open competition, he was employed in Zhejiang Company, annual salary of 500,000, became "China's highest annual salary professional managers." He had a rare passion and vigor, and the dwarf was too small to be underestimated by the blaze of wisdom. To the systematic marketing to help customers achieve "best-selling, long sell, high price sales" of this company, "on average daily at least five customers to talk about", "Word-of-mouth customers accounted for 70% of the deal customers." He is the champion in the professional field, advocating the life feeling first and the good and sound marketing, the Chinese society faces many crises he has the sober view, the following is the interview record.

I only respect industrialists.

Old fool: How do you understand the word "wisdom industry"?

Ho mu: Literally is the answer, it is a team of wisdom and experience to help the real economy of the industry-I said the real economy, including those who directly provide people with physical and psychological and emotional satisfaction of the service industry. Occupation is the adjuvant, the bird on the back of the rhino, the rhino or the real economy. The intelligence industry is a kind of advanced service industry which takes the enterprise as the target.

Old fool: Financial capitalists have been the heroes of fortune, what do you think?

I don't think it's too kind of a banner to hang a banker. I think that the financial crisis is that we deviate from the essence of economic activity and the source, into the capital in the middle, the physical side, putting the cart before the horse.

Old fool: What will the consequences be?

Ho mu: The whole economy will collapse. Why do people engage in economic activities? In order to make cotton hemp clothes shelter rain, decorate life, the farmland in the crops to make delicious meals, brick cement built into a house, all the source of activity is to improve the feelings of human life, extend effective life, including material and spiritual civilization, and finally reached a harmonious society. After Zong Zong of Wahaha, selling food and beverage to sell to Forbes Top 10, I admire. After all, he is through a bottle of water and drink, so that consumers both thirst and feel delicious, he created value.

Enterprises are the main body of economic activities, and individuals. Enterprise's mission is to convene a group of ability to match the higher, people who can create value together, improve the nature and quality of life, change the essence of life of employees and related people, and let consumers realize the feeling and enjoyment of material and spiritual level, which is the virtuous circle of the source of human economy and enterprise. But now the chaos, a group of people do not create any entity value, nor to create tangible value to provide any direct or indirect help, but can obtain huge wealth, this is totally a kind of plunder ah! They are the Somalia Pirates of the economic field.

Old fool: You do not fry, is it because you have a natural psychological security of the virtual economy?

He mu: I am the Economics Department of Fudan University, according to the truth, I should have this kind of sensitivity very early. I understand the stock and share system should be: I want to do a little business, but not enough money, you also out of point, he also out of the money to put together a son, the value of creation in accordance with the proportion of points. I would like to ask the essence of the stock does not mean that? If that is the case, does the Chinese stock market today have anything to do with this?

Old fool: Mr. Wu said a few years ago that the Chinese stock market is a casino and has become a casino for the few and privileged to grab wealth.

Ho Mu: And a casino that does not follow the rules of the game. There is a period of time, I heard who is engaged in the real economy, others despise! Some people say that entrepreneurs have such a few realms: the worst entrepreneurs do products, better brand, do a good job of culture, make rules, do capital operations and so on. This is really the cart before the horse. What does China really need now?

The old fool: the manufacture spirit, actually is through own technology and the labor, produces the real product.

Ho Mu: The production of good, exquisite products, the world hundred years old enterprises are. Although China is the world's processing plants, but many products are far from being done. I agree with a motorcycle business owner in Chongqing, he said: "We are not beyond the first thing, we can make the imitation of the same as others out?" Can you make my eyes closed, two engines let me listen, I can not tell? Can you do that? Let's just turn this off. ”

Old Fool: Spring Festival Gala and Lantern Festival Party are the magic of Liu Qian as an attractive killer launched, just is a very interesting symbol, we are now willing to believe in miracles, and social opinion-oriented, set up the social wealth hero to you are such a "miracle."

Ho Mu: The Miracle of capital, the miracle of innovation, the miracle of operation, the miracle of pattern, the extraordinary miracle ... The Chinese are too pursuing miracles. To return to the source, a person living twenty thousand or thirty thousand days, of which 80% or 90% of the time as a natural attribute of the survival of people, this is normal. Enterprises are the same, every day to shout the creation of miracles, then chaos. I think there is a bad climate: capital operations for capital operations, innovation for innovation, seem to forget the purpose of economic activity and business.

Old fool: Business from the origin to become monsters, business for business and live, enterprises to live, capital for capital and live, there is no root, with human life and happiness run counter. Because of this commercial strength, capital strength, coupled with the so-called innovation of state-led policy, the innovation into another kind of speculation-enclosure, get money, put into their own pockets, and even become money-laundering means, the whole society is filled with impetuous arrogant and overbearing act logic.

Ho mu: Yes. I don't like virtual things that might have something to do with birth. When the poor children graduate to sell cosmetics directly, they are all exposed to the real economy. I like real things. Now a lot of economic activity, social activities, public opinion and so on, forget where to come from, why, and where to go ... exist for existence.

Old fool: Wen Jiabao mentioned the redistribution of national wealth, and the wealth to ordinary, do you have any good suggestions?

He mu: In the past 30 years, China's social wealth has undergone tremendous changes, but the rich and poor have been too obvious, which will definitely induce social problems. China's 1.3 billion population base, 1% and more than 13 million, why prices, luxury goods market good, because the base is big enough. But look at the income of farmers, 30 years ago with today, this kind of earthshaking change? So many years of development, farmers pay is the most original, we eat and live from their work.

You will find that the real economy has the function of helping the general public get rich. Thanks in particular to those labor-intensive industries that have led to a rise in the income of many people. Of course, this does not mean that the high-tech and so bad, but should not go to extremes, a stick to the labor-intensive industry to kill is not right. Now we look back, speculation in the stock play capital, what has brought to the community? What did it bring to the people? What did this small group of people do in the course of years of social wealth accumulation in China? How much did it take?

Old fool: extortion. Luxury is to use the vast population of blood, a handful of vampires.

Ho Mu: So to speak. I feel that every time after the introduction of economic policy, the harm is to those who do physical, real things, because he is easy to check, touch see. I think GDP growth of 8% or 9%, for ordinary people, there is no essential significance. Whether the ordinary people have enjoyed the pleasure and enjoyment of the abundant, the daily life is not in?

I despise unscrupulous entrepreneurs.

Old fool: Do you think there is an excess marketing now? Channel advertising "Even the toilet is not spared, staircases, sidewalks and so on have become a platform for their money." This seemingly intelligent, constantly in the encroachment on human dignity, territory, leisure ... Everything. I see these as unethical business.

Ho Mu: Their approach is too much, do not care about the feelings of consumers. In fact, advertising is everywhere, you can also do a lot of human touch. For example, in the content and form to the audience some want to know and understand things, like to hear some.

Old fool: Then how do you evaluate the Shi Yuzhu?

He mu: Shi Yuzhu is a marketing master. The key to the success of melatonin is its product strength, the basic function of "good sleep, good gut", so even if he sells it as a gift, it's not immoral. But his "journey" can be a bit wicked, he used the nature of gambling to make money. In Ningbo training, a child told me that he spent more than 1 million of the game, I do not understand how a game to spend so much, the original is to buy weapons and equipment. Although this game also satisfies the consumer to gamble the warlike psychology, but I thought this kind of satisfaction is not good, everybody also has the criminal psychology! I don't agree with that. We should try our best to restrain some unhealthy and not good things.

Old fool: Domestic game operators are very successful people, Professor Wenzhong mentioned that winners are not necessarily moral, how do you evaluate these game manufacturers and operators.

He mu: Wenzhong has finished, I think completely right, is this feeling. Games bring entertainment and happiness to people. "Nintendo" for so many years, is a very successful enterprise. But now the game has gone sour, is not the entertainment, began to extortion, stimulate your evil desires. From a businessman's point of view, these players are successful. But I think, the success of life is the most important.

Old fool: These successful game operators and manufacturers in the production of social disaster, more life thus broken.

He mu: This evaluation is not too much. Because this industry, play and profit model itself is heartless, immoral.

Old fool: You in 2010 Group Annual Meeting Speech topic is "The marketing is good, the life joyful Ode", Inside has a kind of grand life ponder, I want to know your heart success life is what.

He mu: Quite simply, in life, spiritual and material life can be a very good quality, satisfaction, and related to their own people-love their own people and love their own existence and recognition are very high, calm, calm, not afraid of ghosts mengen, this is the minimum standard. The standard of success in life is different for everyone. For me, for example, Beijing has a very large consulting firm with a set goal of McKinsey in China. The difference between us is that his life is a McKinsey. I am not, I do the wisdom is for my life-if the existence of this company, not to me, my colleagues, and customers bring value, can not bring about the essence of life, not to bring joy and enjoyment of the spirit, this company is Metamorphosis, It's time to turn it off! Successful life, I feel that they and the surrounding people are very rich to meet, happiness, physical and mental health, every day in progress, such as old, aftertaste past the road, regret not many things, this feeling is the best.

Old fool: Many people are now immoral and blindly happy or guilty of happiness.

Ho mu: How can you be happy when you are immoral?

Old fool: Because he has lost this standard.

He mu: The whole society advocates, including the media to preach, a little out of human nature, the essence of life, the nature of the economy and the nature of society, and so on, to publicize a kind of unscrupulous abnormal abnormal happiness, the whole society's values in the Metamorphosis. We are social people, must be very concerned about the surrounding people and their feelings, if you do not care about this, you are still a person?

Old fool: You mentioned that when you choose a partner, you value the moral character, so how to be human?

Ho Mu: This has become a kind of intuition. After the company interview old colleagues mentioned: Today, a person interviewed, like our company! Sincere, kind, responsible and caring. It is perceptible. Again clever camouflage, want to install these things, is very tired. These things can be manifested by gestures.

Wisdom is not a liar

Old fool: Is China's intellectual industry mature?

He mu: China's real wisdom industry, should be 66 years ago, then called planning, selling ideas. Robust once spent 10 million to find McKinsey to do counseling, the matter itself was stir-fry, consultation finished the last robust whole. In the past 10 years, the local intellectual industry in the mature in the subdivision, the ability of practitioners, quality, experience in improving. Foreign intelligence companies are sinking, doing something that fits the Chinese market. I think, now can be counted as China's intellectual industry from growth to maturity of the transition belt, not too far from the maturity, can hope.

Old fool: Foreign has a saying, an enterprise's scale and the annual output value reaches certain degree, must have the consultation, China is not to this time?

Ho mu: No. It is not necessarily proportional to the size of China's domestic enterprises to the needs of the intellectual sector, or sometimes inversely. Some just started to switch to a certain field, such?

My experience, the local large enterprises, including SOEs, the demand for intellectual industry has two special signs: first, worshipping, looking for the world's top only to prove that they are also top, spend millions of or even buy back a pile of information on the bookshelf on a put. What's the good thing? I don't know! Another, subdivision, mature enterprise is very subdivided. I have met a large company, at the same time there are 17 years of service for its intelligence companies, a year's budget is tens of millions of, such enterprises to the intellectual industry recognition and application is the most mature.

Old fool: How to identify the marketing liar, a wisdom industry company submitted by the Advisory report, how to identify the value of it?

Ho mu: Very simple. For example, sell a mobile phone box, Motorola's or Nokia's, which has a mobile phone. You can not judge which is true, but the standard is very simple, inside and the package is the same as the outside of the box, is true, another brick or parallel is a liar, it is so simple. We can do the packing, do the exquisite instructions, but remember, we must be loaded with real things. Judge the standard in the hands of customers, your things are not helpful to the enterprise, is not able to guarantee the brand to improve, increase sales, increase market share, improve the team and so on.

This industry is very painful thing is that its results show, when the non professional customers to identify, there is no accurate scale, do not know which is true which is false.

Swindlers are divided into two categories, one is active, malicious, the starting point is to find ways to hand over the report to get money. I have come across such a thing, a certain planner to a Zhejiang customer said: "I give you a good idea, let the Russian national team in the Olympic Games to wear your shirts." "Well, how much is it?" 600,000. "The boss thinks this is not high, 600,000 dozen to each other, left wait for right wait for no news, call to ask:" This thing how to operate? " The other replied, "How does it matter to me?" Didn't you say the Russian national team wears our shirts? " Yes, that's not the idea. What does it matter to me? This is a liar. The other is commitment and ability to do not match, will not give customers help.

Old fool: Then, how can the intellectual industry exchange self-discipline for social trust?

He mu: I think, this industry needs to carry forward a kind of beauty and sincerity and sincere friendly love responsibility culture. Intellectual industry has no threshold, registered capital of tens of thousands of yuan, one or two people, a notebook computer opened. Once I went to a meeting in Zhengzhou, the same industry people, the wine table was directly asked: "How much money did you cheat last year?" I said: "People have misunderstood us and forget, we engaged in this industry, we also derogatory ourselves?" Cheat ' The word on you, I'm not cheating. ”

Old fool: You mentioned to be a conscientious company, to choose customers, the industry's recognition of this concept?

He mu: No one on the surface directly scold you, but later will think you are a liar, bragging. We can not do the biggest, but to do the most conscientious company. The need for leadership, benchmarking enterprises for this industry to win recognition and dignity, we are duty-bound. Not only for this industry, but for ourselves. Intellectual output of products that is to say and write, this soft service, if just to make a little money, the conscience of the weight biased, customers difficult to identify.

Old fool: You often talk about the surgery and the road, what is the marketing industry and the way?

He mu: The technique is to sell comb to Baldy, sell the ice to the Eskimo-this is the technique, the typical operation, the evil technique, the crooked technique. Tao, very simple, is to return to the source, through the essence, to help customers truly provide the most valuable products and services, with the most authentic, most responsible attitude to do a good job and exchange process. (Source: Fine reading Author: old fool)