Four things to do in a crisis

Entrepreneurs need to do four things: improve operational efficiency, reduce investment costs, the formation of financing advantages, the formation of the ability to grasp the advantages of human resources. In a crisis, to get beyond, to cross barriers, the most important thing is to look at the attitude of the crisis.　　The economic cycle is like the heart of economic phenomenon, is objective existence, the difficulty is how we find opportunities.　　I think an entrepreneur's duty is to see the difficulties they suffer in the entire declining economy, to focus on resources, to integrate resources, to optimize the structure, to improve efficiency, and to usher in the next jump.　　To this end, I would like to talk about 4 points, one is to correctly understand the crisis, the second is the basic skills of entrepreneurs: survival in crisis, the third is the challenge of entrepreneurs: in the medium-term growth; Think more about the difficulties, longer term this economic crisis is different from every macro-control we have encountered in the past. Entrepreneurs need to realize that the crisis will last for a long time, so it is necessary to prepare more resources, rather than think more difficult, more long-term, so the safety factor will be higher. Enterprises to continue to survive and grow in the cycle, we must seriously look at the risk of exchange rate exposure, continuous optimization operations.　　China has a unique financing advantage to use, and companies can optimize asset structures with low cost. Many people think China's economy has bottomed out, but companies must be cautious about making decisions.　　Especially now, China's fiscal budget is seriously unbalanced, spending is rigid, but the income is reduced, many local government pressure.　　We hope that the economy to reverse as soon as possible, but the economic reversal is not necessarily a good thing, if the adjustment depth is not enough, the adjustment is not in place, the damned business is not dead, the burden is always on the body, the 3 years after the problem of structural adjustment still exists. We must therefore be clearly aware of the situation we are in. First, for now, the bad days of exports have not come, and the decline in FDI will have an impact. Foreigners have no money of course they do not invest in China, which will have a great impact on China's residential buildings, industrial land. Second, our economic growth is really because the investment has played a significant effect, but how to achieve production consumption reproduction of such a domestic demand cycle is still uncertain, only this cycle has formed, China's economic growth is sustainable. Third, the state has introduced a series of industry promotion policies including 4 trillion, but there is no denying that 4 trillion of them are invested in state-owned enterprises or state-owned monopoly industries.　　In fact, small and medium enterprises are the main body of job creation, we must prevent these industries from pulling the policy will hurt the competitiveness of SMEs, so how to combine the national stimulus policy with the SME competitiveness preservation policy becomes very important. Symbiosis with the economic cycle for entrepreneurs, it is important to consider the issues that need to be taken into account in a crisis. In this environment, the price of goods and raw materials fluctuates very much, so we need to adjust the inventory management strategy. As a producer, it is forced to learn how to manage traders,You can't look at your inventory for three months or two months, but shorten the cycle, or even one months, or weeks. [Page] Commodity prices, futures, stock prices in a large range of fluctuations, can not predict the trend, so if you want to take special care to defend unilateral.　　The world is qualified to do counterparty trading is the international decades of hundreds of years of investment banking, the average person can not do, so Chinese enterprises in the choice of these opponents must be particularly cautious. Enterprises should continue to optimize and cut costs.　　Strategic planning is very important, enterprises must strengthen the budget tools, the use of system calibration tools to strengthen industry research and HR strength, and the prerequisite for doing this is to have a particularly strong talent. To build multi-channel financing, to maintain adequate cash flow. As I mentioned earlier, the economic cycle is what every business will experience. Looking back 2007 years, the whole market is high interest rates, high asset prices, that link under the most appropriate option is to sell assets to repay debt. But 2009 was low interest rates and lower asset prices, so the best thing to do this year is to borrow to buy assets.　　Companies should be aware that they have to be symbiotic with the economic cycle. Debt structures also need to be optimized. Refinancing should not only pay attention to the financing in the mainland, but also pay attention to the financing in Hong Kong, not only pay attention to the financing of the group, but also pay attention to the financing of a subsidiary.　　In short, it is to strengthen the grasp of China's current unique global debt financing opportunities. To have mature strategies and tactical support in the current economic environment, the challenge for entrepreneurs is how to grow in the cycle.　　To grow, the most important thing is that enterprises should be give-and, whether low-cost adjustment or optimization of asset structure, must have investment and mature strategic and tactical support. At the investment level, the first is to ensure that their investment costs lead. In the inflation phase in principle 3-year adjustment, at the time of deflation 5 years ~6 year is also reasonable.　　The investment of the enterprise products must be in the peer among the cost advantage, to lower than the industry average, so as to ensure the investment of the enterprise operating costs ahead, otherwise it is dangerous.　　Asset structure optimization should focus on several aspects: high growth and stability matching, high profit and excellent cash flow matching, capital-intensive and light asset matching, strong cycle and weak cycle matching. In the investment time must pay attention to the national strategy, only with the national strategy in tune with the enterprise, can embark on Sunshine Avenue. Now China is from export-oriented to domestic demand-led transformation, we can firmly believe that the central government in the next few years to safeguard the livelihood of the people will be very large, then, such as health care, education security, old-age security of the 3 related industries will inevitably have great development.　　So if you want to invest, you can not leave China's national conditions.　　In addition, entrepreneurs have a challenge is how to optimize the team, not only to use the crisis to attract overseas talent, but also to retain their own talent, so should pay a raise or pay a raise. Finally, the private enterprises should pay attention to their overall image molding, take the initiative to assume social responsibility, especiallyIts understanding of the protection of employment, to protect their employees, employees have the confidence to spend, there are employees of the consumption of the enterprise sales growth. Do not always feel that there is no relationship between the protection of employment and their own enterprises, if every enterprise does not protect staff employment, eventually the company's sales will be affected.　　In other words, to protect social employment is to protect their own business sales growth. In fact, for entrepreneurs, at any time, whether it is an economic crisis, as long as 4 things, the enterprise will not have problems: improve operational efficiency, reduce investment costs, the formation of financing advantages, the formation of the ability to grasp the advantages of human resources.　　These 4 things are done, regardless of the temporary effect of good and bad, enterprises can survive and grow up for a long time. (Excerpt from Liang at the "enterprising 2009--global entrepreneur • Audi Guangzhou Summit")