IDG Campus Entrepreneurship Competition Launch Conference and the first National forum to preach

April 20, the IDG Capital and pioneering state jointly organized the IDG Campus Entrepreneurship competition launched a conference and the country's first station to preach at Tsinghua University. Fu Essence Oil Chairman, carving Ye, founder of the beef brisket, said in the keynote speech, to achieve freedom of wealth, time and freedom of mind, entrepreneurship is the best path. And entrepreneurship initially, to have an open starting point, if your starting point is not open enough, then your future will never go to success. On the lecture, Carving ye language humorous, lively atmosphere.

The following text is the Master's speech:

In fact, I particularly low-key, rarely come out, because I have a waist plate outstanding. I just asked Li Feng what I really want to say, is to send out the words, no problem, I am familiar with the matter, I will also speak a bit of methodology, because I as 90 ago, on the pure Internet is unfamiliar, I am an Internet immigrant. And if some traditional industries with the internet grafting, this thing I am familiar with. We did it offline, but we got into the internet and quickly made the essential oil the first. Later I was not bored, the founder of the carving of the beef brisket, and then did a kebab, anyway made a lot of things.

Entrepreneurship does not belong to the desires of life. One person in a lifetime to solve three problems, especially everyone, the next graduation immediately faced with three major problems solved. The first question is the freedom of wealth. Work to solve the wealth of freedom is very hard, of course, Tsinghua graduates are very easy to get good jobs, higher wages, but freedom from wealth is still very difficult. The second is the freedom of time. Most executives solve the freedom of wealth, but there is no time to resolve the freedom. They have to clock in or out, tomorrow will come a talk about walking on the trip, executives do? The third is the freedom of the mind. Many people find it impossible to realize the heroic dream in the weary life. And entrepreneurial good here, once on the track, the wealth of freedom can be resolved, time freedom can also, the third can solve the small problem, is the meaning of my life. Even if I drop out of junior high school, I think I am useful person, I think I am very good, but there is a small problem, I keep asking myself, in the weary life, maybe I am a garbage not necessarily. And entrepreneurship can solve the freedom of the mind, to solve the problem of what I mean. In my opinion, entrepreneurship can solve these problems.

We also have to solve the methodological problem. Say to you, when one thing can be explained clearly, it will not be great. We can study all the ancient paintings, why they become famous paintings? From the Renaissance, to the modern, or abstract, and other styles of research, the unified point is that when the painting just hung out, you use the previous methodology can not explain it. If the original methodology can explain it, then this painting will not become a great work. To be a great thing, there is a prerequisite that there must be a great starting point, and this great starting point must be open and full of countless possibilities. I know one of the most famous case is, IDG before to vote Tencent, tortured Ma one night, asked Ma this thing how to make money, MA also said do not know, the last IDG still cast 200 dollars. IDG and Ma are very happy. But then IDG sold Tencent's 20% stake in 20 million dollars. Later IDG inside a word, if Tencent's 20% shares did not sell, then the investment of the hundreds of projects added together, are not as good as this. So, a great starting point, an open beginning is doomed to today's people difficult to explain. If the original methodology can explain it, it is not a great case.

My friend, do the Jinxin of tonight's special hotel, when he first started his business, he talked to me for five minutes, and I thought it was a brilliant idea. (Editor's note: The hotel on the same day at 6 o'clock according to the remaining number of the last room to determine preferential prices, through tonight's budget hotel platform to consumers sales, Consumers can be on the platform to Amoy to very low prices satisfied with the hotel check-in. The hotel has been a waste of the original inventory, consumers get a cost-effective room, tonight, the price of the hotel is to earn a difference or commission, he was very happy, said got my praise. But its biggest problem is that the original methodology can be explained clearly. It's too hard to be clear, not an open start. People later saw that it was sold to Jingdong with very little money. So your project is too clear when there is a problem. Of course, if you do not understand the project, you go to the market of dozens of, hundreds of investment, also think you do not understand the time, it is likely that you are indeed not reliable (laugh). When I was in the Yangtze River Business School, we used the words "open to defeat closed" as a maxim, but while the professor was lecturing on stage, jobs was leading the closure and defeating the open. Every new era, the most bull case is always a methodological revolution. If your starting point is not open enough, your future will never be successful.

There are two books that entrepreneurs must read because they are too simple and too practical. The first is known as the "Wash the Marrow Sutra"-"positioning", the second is "Easy Rib Sutra"-"Blue Ocean Strategy". Liv Essential oil is the most typical positioning theory, essential oils everyone knows, but the lack of essential oil brand positioning. Positioning the simplest one is the brand, in our mind is like Go Chess board is filled with a lot of small lattice, each small lattice represents a category. I would like to drink mineral water, you guess what I just drank the mineral water, (A: Farmer Spring). Evergrande Ice Spring Advertisement I feel very cow, "not natural water is good water", see this advertisement, this is a perfect time to use positioning theory to the opponent positioning. You're not positioning yourself for the lake, OK, I'm positioning you as surface water, but the Evergrande Ice Fountain made a fatal mistake!

What's its brand name, gentlemen? Evergrande Ice Spring. I heard Evergrande's first reaction was the ball, the slot cake, because the last Evergrande Championship was too successful. Is Evergrande not the ball? In addition, think of Evergrande, we will also think of real estate. This can be a question: What do you do? Many people think that the success of seabed fishing is a service, wrong, it really is the core of its brand positioning. Ladies and gentlemen, when you want to eat old Beijing hotpot, will you think of the bottom of the sea? You want to eat mutton tonight, seabed fishing will not appear in your mind, you want to eat roast duck, your brain will appear quanjude, do not appear seabed fishing. In short, I venture inside, essential oil is as a case of positioning. Beef brisket Instead of positioning without a dime of the relationship, you have eaten beef brisket? Thank you, many people have eaten, delicious? (The audience said: eat, but not delicious)

Some people say it's not good to eat. You seldom eat French and Italian food in your past life. Because the beef brisket is in fact 80% of the dishes are all French and Italian food. For most people, it can actually be said that they have not eaten a authentic meal or an Italian meal. You said I had pizza-beagle, Pizza Hut. But that's not really pizza, it's like you always say I always eat Western food-KFC, this is a problem. If you often eat at least 500 of the average meal or Italian meal, if you are very clear about the seasoning, take you to carve ye brisket will have a cordial appearance. The beef brisket actually has a small opening starting point, although several stores are currently the hottest restaurants in Beijing. Because I this person is too unreliable, I also want to sell air purifier in the second half of this year, so I want to do too many things, there is no way to complete the tired life dream.

The beef brisket may have a great starting point, it is in a sense that it subverts some kind of open restaurant play. The biggest problem with traditional Chinese food is that the chef has everything, and the chef doesn't own the restaurant. But the chef refused to give his craft to outsiders. Once the food is heated, the quality of the dishes and the heat of the dish produce a very wonderful relationship, so the Chinese restaurant does not do very well. But the biggest adventure carving ye brisket is that when opening 12 courses, only two main courses, the rest are distribution. The core of our attempts was to cook a dish for one months, two months and three months, and it was difficult for him to deform the dish. and hot food chef to master dozens of or hundreds, it is easy to deviation, we say this is a logical problem. Made a huge change in the whole chain, this point you see the carving of the brisket itself or beef brisket does not matter, sell anything.

Why is it more like a blue sea strategy, because the whole, in fact, in the shopping mall, very few people have 500 per capita restaurant to do and carving the same exquisite degree and ritual feeling, this is the standard blue sea strategy. If you want to say that the beef brisket is not good to eat, there are 10,000 people all over China said my brisket is better than that of the eagle. But all of you who have eaten in this room, in all of China's business restaurants, on the ritual and exquisite, there is no doubt that I was the first, no second kind of restaurant in the form of business to pursue a sense of ritual and exquisite. So as soon as we serve, we start taking pictures and then we send a circle of friends, which is spread. Why has it been a year now, carving the beef brisket or in line? That is, we have made a meal of more than 100 yuan per person to make 500 dollars of ritual and exquisite, this is almost all the brand compared to go. ”

In addition to share with you, on the Internet do not be afraid to be scolded. Here to tell you about my little experience, scolded no relationship, because influence came out. For the first while there was a woman writer called 66, wrote a long to scold the carving ye beef brisket, she has not eaten. I am very happy, carving ye brisket is terrible to die. Everyone has had a bad restaurant because there are so many bad restaurants, but have you ever had a few recipes that were bought 5 million? From the angle of adhesion, you see today, carving ye beef brisket is not good to eat, in fact, it does not have the adhesion factor, because there are countless restaurants too bad, in fact the core of the focus like carving ye beef brisket of the reduction, These constitute the blue sea strategy. Next we are breaking Xue pan kebab, do you think I use positioning or blue sea? Some people say that is positioning, some say blue ocean, frankly speaking, I did not think well, it is preliminary positioning, because the kebab is a taste, but no brand. Because the standard blue sea strategy is a lot of effective things to add and subtract, the seemingly 500 dollars to sell things to 100, but Xue pan skewers seemingly cheap things to sell very expensive.

Everyone here, if you believe in yourself, read more classical theoretical books, firm their own judgments, if the time of 10 times times the establishment of the times, now there are too many things are the older generation can not imagine can not be judged, can only be completed by the younger generations, I also hope that more and more people to complete the heroic dream.