Entrepreneur "Play" Company: through brand-category Strategy 4-year market share accounted for 60%

When is the most serious person? --when playing.

A few days ago, I was drinking coffee with an entrepreneur who practiced "three rejections". The so-called "three refusal" means refusing to interview, refusing to study, refusing to visit, mainly the "three outstanding"--highlighting oneself, highlighting oneself, highlighting oneself.

If he is just a visionary entrepreneur, then perhaps all his experience and experience is a good vision, worthy of admiration, may not be able to withstand scrutiny. However, the three refused June, only in 4 years, has been in a relatively fragmented female consumer goods market cut to about 60% of the market share, basically through the "brand is the category" strategy, online and offline formation of 60% to 40% of the sales contribution ratio, and two channels are always contributing to profitability. Yes, this company is only 4 years of history, but a few billion business, and "old money" compared to, of course, can not say has passed through the abyss of misery to the other side, but, as long as think how many startups died in the first 3 years, we immediately the spirit of shaking, See what has been proven by the company to be applicable to Chinese-style entrepreneurship.

First of all, let people can be gratified that the three refused June although also "shameful" on the ground over the Yangtze River Business School, but it is clear that in his entrepreneurial process, the business school system to his poison can be said to be negligible. So that, as a veteran management consultant, when I heard his full set of entrepreneurial stories, I had to admire my hat: "Congratulations, this is a company that has not been ruined by a traditional management consulting firm!" "When I asked him about the main http://www.aliyun.com/zixun/aggregation/17885.html of the company," > Inspiration came from, he smiled and said: "Experience in the market from the girls, Bring a team of experience from the game. Days！

This man's most complacent topic is "How to use 150 yuan to move a girl 10 times." After listening to this set of super energy of the secret, as in the knowledge of the boss before becoming the company's loyal customers, I am very able to realize that he extracted from the girls from the marketing big recruit son: to target consumers in-depth insight and grasp of human nature. So, others are customers, the company is "bubble" customers: by encouraging customer service and customer deep interaction, supplemented by long-term adoption of a large number of gifts, such as hand-written letters to meet the two psychological needs of female consumers-one is to take advantage, the second is to have small care, froing, the guests bubble with lover-like. It is said that some customers in the marriage, actually to their Taobao customer service sent sweet and gifts.

Of course, no satisfied employees have no satisfied customers, "encourage staff and customers to deep interaction", this sentence will say, but it is difficult to do. Because the staff enthusiasm and the boss most of the time is not at a temperature. This has to mention the three refused June in the long game career summed up a set with the team logic. The company's human resources policy and conventional companies a significant difference is the "monthly wage increase" strategy, that is, everyone knows that as long as the company market is growing, employees will be raised every month, and the new employees increase the amount of wages. This is a typical online game logic: The early games must be able to quickly upgrade, so as to cultivate addictive sex! The traditional salary system is based on a top-down management, control logic set up, so the natural formation of the pressure focused on managers, grassroots staff passive wait-and-see situation. In this way, you can maintain the activity of the first team, behind, and push the whole team forward from the bottom up. And for the company, "carrying the same as sinking", as long as the market rapid growth, raise wages is purely a skill problem, not the principle issue.

Never ignore the incentive and stimulating effect of "cash" on people. About this set of game hr theory, there is also a more direct experiment that may explain the problem: Three refused June is preparing a restaurant, like all Chinese restaurant, high standard of service is a super difficult, experienced, positive attitude, stable state of service personnel has become the recruitment of scarce resources in the market. What to do? When I was sharing the three rejection of June's solution to another a billion of who had been in the restaurant for more than 10 years, he repeatedly patted his thigh: "I do not know how the dishes in this restaurant, but I know that his approach will be able to solve the problem of service!" "The method is actually very simple and brutal: charge a service charge, close the shop every day, liquidate the service charge on the spot, and cash the service by the service level." Of course, there are some related measures, I will not be able to play through the family's business secrets. I have experimented with this, in our a master's and Ph. D. team, the task is heavy, time is urgent, we take the established bonuses in advance, according to the workload every night to send a cash way, the final effect, can only say two words: miraculous effects.

In addition, the construction of a Google-like super Pleasure Office, the company to provide staff with massage division, hairdresser, such as "abnormal service", each candidate to interview has a thank-you bag and so on a small gimmick, in the three refused to the hands of June is a handy skill. Business is nothing but human nature. As I pressed him, "you're making the company all the same," he asked me with incredible eyes:

You say, when people are the most serious?

--when playing.