Cui: How to turn the art Dragon to victory

My personal career position is to strive to become a good professional manager. I am not an entrepreneur, the only time I have an entrepreneurial experience is in Beijing University and a few students to run a small selling shop, student card was also confiscated by the school guard. The reason is very simple, because our small selling shop name is more special, called Ducks small sell shop. Why is it called the Mallard small sell shop? Bo has a sentence: Fall xia and solitary Mo Qi, the autumn sky color. Solitary Mo is a wild duck. We want to get our names up loud. The school guard asked us two things, first, whether it involved the sex industry. Second, students do not engage in tertiary industry. But Peking University, after all, is a democratic and free place, so the school guard allows us to remove the name of the unknown to open the business. This little shop has been open for a long time. None of us has the energy to continue to work in this little shop. In the process of selling ducks and sellers, we find that many of our clients are candidates for the student union.  I knew from then on that the political impact on the economy was profound. Http://it.sohu.com/20090412/n263335857.shtml

I was born in northeast Jilin province a peasant's family, my father and mother are the peasant, the family is very hard. A hard environment is often a treasure if you face it positively. We may say today that the employment environment is not good, such difficulties. Difficulties can be turned into a fortune if they are actively confronted. For example, when I was a child, our family was very poor, so every night if I study, my mother only allowed me to light a candle, because the candle is a very small expense. The disadvantage is that you can only learn a candle time. The advantage is that you have to complete all the courses in one time. I went to junior high school to go to the place eight miles from our home. At first, I had no money to buy a bike, so I had to walk eight miles every morning. The winter in the northeast is very cold, basically to zero. I go to school eight miles a day, but I'm always the first one to get to school. Later our family sold some eggs and the like, bought a bike. Cycling in North Winter is not a very enjoyable thing. Especially at six in the morning, you are on the northwest wind, your hands are completely numb, feel no pain, completely numb. It is only after a half ride that your hands will feel and your toes are conscious. This difficult environment also makes us develop a kind of more tough character, not afraid of what difficulties. Today, including my day-to-day challenges and difficulties, I think it is not worth mentioning the hardships I experienced as a child. These difficulties are much smaller than those. So I can easily face these difficulties.

Face the difficult environment to challenge, the pursuit of excellence, but also to develop self-discipline habits. For example, I remember when I was preparing for high school, when the film was called Fearless. There is a TV in our village, and all the people in the village run to their house to watch the TV. But I refused the temptation to watch the TV. Not to watch the TV when preparing for the exam. So I am very grateful to my parents. Because they in that kind of difficult environment let me read, really is made a lot of effort.

I want to say my two schools after the family has finished. What I get at Beida is the idea of freedom. How do you go about thinking freely and not being swayed by people? So my own choice is to read a lot of Western philosophy, ancient Chinese classics. These personal help is very big. At the Kellogg School of Business, my personal experience is to learn a free economy, or a market economy. The idea of some economists, in particular, was a whole new subject for my age. Beijing University and Kellogg School of Business give me the biggest help is that it let me not myth others. For example, there is a celebrity, we tend to myth him, worship him. I never had such an idea to go to the myth of worshipping a man. Such a school has another advantage, is not to be fooled by others. Some people say that I am an MBA and I will not be swayed by his experience. I should have trusted him because he had studied an MBA. So it gives me a lot of confidence in this respect.

As far as work is concerned, I used to have two jobs, one in the Procter and Gamble Company, one in the FedEx Gold test. Enter the Procter and Gamble Company is I as a professional manager Amoy to the first bucket of gold, my career is a qualitative leap. Because the company's training for people is very meticulous, thoughtful, comprehensive, systematic. For example, we have a famous one-page proposal, and you have to write it in the format, because if the whole company does this, the communication efficiency will be very fast. What people look at you know where to look, what to look at, and what to do. The boss will revise every word, every grammar, until he feels that the document can be published. So P & G is very specific about people training. It was 1991 when I joined the Procter and Gamble Company, which was not a glamorous thing to do, because when I went to the Beijing Capital Library to check the company, I found only one piece of information, saying that soap and washing powder were produced. At that time the company was not very famous. I joined the company because it is the first in China to go to university to do roadshow business. I joined the P & G company solely because of his initiative to find and explain the talent. So I joined the Procter and Gamble company.

In Procter and Gamble, from the grassroots, from the management trainee, to the manager, Deputy Director, etc., such a process of ascension. My main job at the Procter and Gamble Company is to build a system of distribution coverage. I've spent a lot of effort helping Procter and Gamble to build a distributor system. The first was to help Procter and Gamble to expand its cities, when the company started doing business in only 20 cities. I was working with two other colleagues to expand the business of Procter and Gamble from more than 20 cities to the whole country. China was not sufficiently competitive at the time. If you introduce competition, your market will be active. Through a nationwide expansion of such a distributor, the company's business in China has expanded rapidly.

The second thing I did was to do an e-commerce-like move. An ERP system is installed for each important dealer. Use computer to manage distributors ' incoming, selling and saving. Manage his logistics, cash flow, electronic orders, etc. It was 1995, 1996, and it was very early. At that time, the word e-commerce itself does not exist. We use that project to make the dealer really has the data, the computer manages. At that time many dealers did not see the computer. After that, we got the best corporate award from the CIO magazine. Today this system is still the most advanced system, through which distributors can carry out automatic electronic data exchange with Procter and Gamble company. This is my first contact with E-commerce, and do very quickly. At that time, we did 120 dealers for only one year. Now we are in the Art dragon this company to do an ERP system to spend a year of time. We can see that our system is getting more and more complex. The interaction between many systems is also a very big challenge for E-commerce, which we should consider.

In the company, don't always think I want to do this, do that

The company has this connection with E-commerce, which provides the foundation for my future development. Originally this ERP project nobody wants to do. Sales people think they are going out to talk about projects, business, contract. Why do the system, it seems to be the technical staff to do. At first our project manager had a man, and then he left. Our company chose another person, he did not interest in a few days, he did not want to do the system. I want to share with you, in a company, don't always think I want to do this, I want to do that, but the company needs you to do. When I was in the Northeast, I was in charge of the sales in the northeast. My boss called me at 12 o'clock in the evening and said, "You're ready to go to Tianjin for Tianjin tomorrow?" I said I was ready, the tickets have been bought, tomorrow morning at 7 o ' Day. Two o'clock in the morning, the boss called me, you go to the northwest, I said good, then go to the northwest. Why do I choose to do this ERP project? I think a person who sells a product is easy, but selling a system and selling an electronic system is not easy. It is not easy to sell a solution. But at that time many people did not see such a future. So my work at that time has a relatively large span. So don't limit yourself too much.

So what did you learn at the Procter and Gamble company? The first is that consumers are God and must serve their customers wholeheartedly. Second, brand building and consumer communication between the bridge. Third, how to lead a team, how to build a team. My experience with the American and Kellogg Business Schools also gives me a good understanding of the American customs, how to manage, how to do business. I know their language, I know their life, know their culture, know their philosophy. For me to manage a more American-style company, I really have an advantage. I not only understand the national conditions of China, but also understand the western thinking habits and management methods. Communication with them can be in the same language, the same way of thinking. For my career development has laid a better foundation.

The first general manager job should start with a small company

After a while at Procter and Gamble, I ended my emba in America and I wanted to run a business. But the company is still a little bit more talented in China, and I think I'm ready for it. I left for the Kinko ' s, and I think the first general manager job should start with a small company. I did it on my own Kinko, and the company's system was perfect, but Kinko ' s had no system. I have to find resources, negotiations, sales and so on. I extended the Kinko ' s from one shop to 16 shops, and the staff expanded from more than 20 people to 300 people. Such a chain, such a consumer retail service, also has a great help to my career.

After these have been done, I joined the art dragon here. The business model of the Art Dragon is very simple. is the consumer by landing the Art Dragon website (elong.com), or call our reservation telephone 4006161616 to make a reservation. Once the reservation is made, we will charge the hotel and the airline with a commission. This model is e-commerce in the Internet technology based on the very simple business model, but also a modern green service industry. Art Dragon business model is simple, but the technology involved in the Internet is a very leading technology in the Internet field, because it brings together the following several technologies, first, search technology, including the use of different items to search, including the price, whether there is room, date of the search. We have launched a search technology based on Google Maps. Second, the integration between the reservation platform and the Crm,erp. Online travel booking industry in the E-commerce industry has a leading position in technology. Chairman Mao said the first issue of revolution is to distinguish the problem of the enemy. Who are our friends, and who are our enemies? There are several things in E-commerce, especially online travel, that are our friends. The first is the popularity of broadband and personal computers. Second, the popularity of credit cards and online payments. Third, the usability of the Art Dragon website. Four, online booking the first user.

Who are our enemies? One is logistics, one is cash flow, the other is information flow. For the art Dragon Travel Network, we believe that any physical movement is our enemy, including ticket itinerary and various invoices. China Internet E-commerce Why not as fast as the United States, invoices are one of the problems. There are no invoices produced by the Tax bureau in the United States. The annual air travel itinerary has a great impact on China's environment. Every year China cuts down 200,000 trees to print itinerary. If you cancel the itinerary, use the boarding pass to hit the price as reimbursement voucher, our environment can be greatly improved. The entire airline industry can save 1 billion of yuan. These restrictions on our management costs are also very large. Cash is also our enemy. We like the digital cash very much, we do not like to collect the cash from the customer, for instance I send the ticket to the customer, withdraw 500 dollars cash. It is inconceivable that E-commerce should be done, so it is necessary to solve the problem of payment. Yi Long Travel Network in the future must be through a variety of payment means to solve the problem of cash payments. In addition, some scammers web site on the industry's impact is very large. This is the favorable and disadvantageous factor that the electronic commerce faces.

There are four requirements in the information age

What kind of era are we facing now? I think it's an information age. We learned from the company that the consumer is God and we have to understand how he wants to do business with us. So the information age has four needs, first, Know who I am know who I am. Now you and our Art Dragon Travel Network did a business, register as our member, the next time you use your cell phone, we will ask Mr. Cui Hello, how we help you. We immediately know who the guest is. Second, save my time, I came to the Art Dragon Travel Network, the ticket online booking process, from the original five steps to book a ticket, reduced to now only need three steps. Greatly saves the customer's time. We know that in the field of the Internet, every unnecessary step will lose a lot of guests. In the call center, asking the guest questions can save time. For example, I've heard this question before: Sir, would you like to pay by cash or by credit card? This is a wrong question and should ask him, "Sir, which bank credit card do you pay?" Why do you ask? You can use a question to know two answers. If the guest says it is cash, you choose cash. If the guest says the credit card, you do not have to ask him whether you use the BOC credit card or the bank of credit card. First, lead him to pay by credit card, second, save a problem. For the art Dragon Travel Network, which receives countless phone calls every day, one person speaks less than a second, we may save one or two of people. Third, Customize for me personalized product. We know the history of the guest transaction, we know that this person has been living in a five-star hotel, you can not give him to push three stars hotel. Four, delight me lets the guest feel pleasantly surprised, this is the information age customer's four needs, is very important. As a blogger, you might really want to measure whether a business is satisfying the needs of a customer from a consumer's point of view. These four requirements are to know who I am, save my time, personalize the product and let the guest feel pleasantly surprised. It's very important to do business in the internet age.

I'll share the thumb rule. First, business in the information Age, customer experience is essential. You don't have to be clever with consumers, consumers are very smart, consumers know. So some of our competition partners are always playing some small smart, I think is very not smart. Second, the right is in the hands of consumers. Because of oversupply. In today's information age, consumers have the right to choose who he's doing business with, when he's doing business with you, and how he's doing business with you. Third, in the internet age, in many cases, customer conversion costs are zero. Now if a website service is not good, the customer can immediately transfer to another website purchase, the conversion cost is almost zero. Four, grassroots spread one of the consumer experience he does not tell you, he told the other consumers. In the industrial age there is a statistic that if 25 people are dissatisfied, one person will call to complain. In the internet age, 75 people are dissatisfied, there may be a person to tell you. Consumers are gone, so there was an ad "if you are satisfied, tell your friends, if you are not satisfied, tell us the manufacturer". Without it, the time has passed. He won't tell you his satisfaction. The second, grassroots communication, consumers believe that the experience of other consumers, but do not trust the manufacturer's advertising. In the online booking industry, if there is a high praise, can affect the 5% of the predetermined amount. If there is a bad review, you can affect your 10% of the predetermined amount. In the information age there are these principles you must know, although these thumb principles are not scientifically validated. The consumer experience is paramount. The founder of Procter and Gamble said that if you can't produce a quality candle, you might as well go home and grow potatoes because the company started out with candles.

In the Internet age, the information age to do business in the consumer's insights, or my own summary, guide us how to do business in the Arts Dragon. For the Arts dragon, what are the most important consumer key points? I call it three moments of truth:

First, before booking, the consumer goes to which place, which website, which call center gets information to plan his travel. This is called the first truth moment. Who wins this moment of truth, who is equal to preempt the commanding heights of the online travel reservation. Grandson speaks first place and resist wins.

Second, in the book, whose reservation is simple, intelligent, low-cost, this is the second truth moment.

The third moment of truth, what the consumer experience is like after use. The consumer is not a value-for-things experience.

These three moments of truth will guide us in how the Art Dragon competes in this market.

Just now I talked about the understanding of consumers, we start from the consumer, look at the entire internet what is good for us, what is our enemy, and consumers to do business with what principles, coupled with our art dragon the most critical nodes. We therefore come to our own vision: we want to build China's largest online tourism market, and we do not want to build Asia's largest call center. So our main line is online. We want to use our travel information, products and reservations to improve the lives of consumers. This is our vision. Our mission is to use the lowest cost, the easiest way to trade, the most intelligent information for consumers to provide the best travel reservations. Our commitment to consumers is to let consumers feel at every time the incomparable service of Art Dragon. This is the vision and mission of our dragon and the company we are prepared to make.

The first task of a manager is to take care of his employees.

To this end, 2007 after I took over the art dragon, put forward the strategy of the Arts Dragon reversal three steps. The first step is to establish the core competitiveness of enterprises. The second step is to demonstrate our competitive advantage on the basis of building up our core competencies. The third step is to realize the strategic advantage of our brand. This is the three-step strategy of our art Dragon. Build up the core competence. Why we build our core competencies, we must first make ourselves not defeated, have the competitive ability, and then look for opportunities to break through. First of all to curb the decline in the momentum, to stabilize. I do the guiding principle of management enterprise have such an idea, employee, service, profit. I think in the service industry, the chief task of managers is to take good care of their employees, so that staff satisfaction, and staff have the ability to serve my customers, so that customer satisfaction. After the customer is satisfied, they will repeat the purchase, and the repeated purchase will bring profits. Based on such a cycle, we propose to build our core competencies in 2008 with two articles: first, people-oriented. The first is to catch the team. We must first solve the executive team, to have the Western management concept, to have the Chinese market actual combat experience. So we have reconstituted our Vice president and director's team according to this principle. Second, to grasp the remuneration and benefits of front-line employees and to substantially improve their remuneration and benefits so that they can really feel that they are working in the Arts Dragon, they are masters. Building the core competencies of the enterprise must also build the core competencies of the employees. Including the leadership of the staff, analysis of problems, problem-solving skills, teamwork, we are also determined to communicate with the staff. We are not only short-term talent training and long-term planning, so we launched a campus recruitment, so that talent training has a echelon. In the Art Dragon Company, my practice is that any manager above the staff to join the art dragon, I need to personally interview. In the campus recruitment, the employees who join the company also have to interview me. To ensure management staff, our future managers are consistent with our culture. I set up my CEO scholarship by taking out 10% of my salary. 60 people applied for the scholarship in 08 to pay for their continuing study. This year, in addition to this scholarship, I took out another 10% of my salary and set up an online learning platform for the art dragon. Today I saw that we had 51 employees applying to the Spring CEO scholarship. The first step to people-oriented approach is the ability to build departments in each of your own departments. The second step is to have a cross-functional collaboration capability.

We recently have a big online, IT industry e-commerce are online, this line requires a lot of departments to cooperate, our most recent online is our art Dragon Travel Network The most successful on the line, involved in a lot of departments, we are very good team cooperation. So I think people-oriented in the art Dragon Travel Network has really been rooted.

Second, customer service as the center. In order to make customers happy, they must make their employees happy. This is a feature of the service industry, so if you're engaged in a service industry, you have to make your employees happy. Customer satisfaction, our first is to provide services, is a 7x24-hour service. When I joined the art Dragon Travel NET, it was eight o ' 10 o'clock in the morning, and other time you want to return the ticket, no one will talk to you. I think that this is completely inconsistent with a consumer protection, we hope that consumers at any time, anywhere to book our products, the change is someone to take care of him. This is the first service guarantee. The second service guarantee, if you through the Yi Long Travel Network reservation, our hotel confirmed, you to shop found no room, our art Dragon travel nets first to pay you the room rate. This commitment to consumers is very solemn. Third, if you find that there is a price difference, we compensate three times times. Through these first mechanisms of reparation. Consumers will be very relieved. He doesn't have to deal with thousands of hotels, he only has to deal with art dragons. These guarantees are based on the understanding that consumers do not fully trust the Internet's reservation. What if I don't trust you? To protect him? Make sure that this service is available to him at any time and in any location. Make sure that if he has a problem, I don't care about it. Don't say a lot of nonsense, I'll pay you. The second is CRM, we have implemented CRM, we have a very good visualization of customers. Every customer order, each process can be visualized, we have a lot of ticket booking, your ticket is in which link line. You have a complaint, we tell you how to deal with the person in front, I now give you how to deal with. Recently our art Dragon Travel Network customer satisfaction has reached 92%, satisfaction reached 99.5%. Why is it so high? We have a series of systems and system to support this service. How did you get this number? If you call, after each customer service, we will ask you to evaluate the service. More than 40% guests were evaluated. Even the complaints of customers, we deal with a very satisfactory degree of up to 90%.

We have promoted a series of technical innovation on the Internet, for example, you go to five crossings, five of the surrounding 500 meters in the vicinity of the hotel or two km within the hotel, you want to know about Beijing university around two kilometers near the hotel, can be found. This is what we use Google Maps to help you do intelligent search. Through these we believe that our art Dragon Travel network services have been the industry's best standards.

Our business was stabilized by the fact that we had solved the concerns of the two most important stakeholders, employees and services. We also have two stakeholders to solve, one is a partner, the other is a shareholder. Our staff, services, profits, this step must be clear. The whole art Dragon Travel Network, we think we have established some core ability now, we are in the second step of strategy, the market shows our competitive advantage. This year we will have more measures to build market advantage. Our goal is very simple, we hope that through our efforts to serve our customers wholeheartedly, so that our online business can have a huge, qualitative leap.

These are my simple summaries of the business of the Art Dragon Travel Network. There are a lot of friends who are very concerned about our reversal process. I believe that through the continuous efforts of our art Dragon Travel Network and our focus, professionalism and create a fair third party platform, the online travel industry, online booking this piece is very good to do, through such efforts to achieve our reversal, so that shareholders have a better return. That's all I'm saying.