It generation: If you have a dream, you must defend it

Abstract: Tencent Science and Technology Zong November 24 report Heart is looking for, eyes will see. The person writing this sentence is a microblog called Pizza Chen, the real name is Chen, is originally a member of the communications industry, three years ago out of resale pizza. For this move, he

Tencent Science and Technology Zong November 24 Report

"The heart is looking, the eyes will see." ”

The person writing this sentence is a microblog called Pizza Chen, the real name is Chen, is originally a member of the communications industry, three years ago out of resale pizza. For this move, he explained that he was not a particularly intelligent person in the communications industry, so "cock-Silk active demotion."

More than Chen, there are some people from the IT industry to start doing the traditional industry, some people succeed, such as "Sea of clouds" partner household peak Yang, but also some people do not succeed, such as to go to Tongzhou to raise ecological chicken and return to the Internet company work Ranjie.

Chyi "dream Field" in singing: "Everyone in the heart of an acre of farmland, everyone in the heart of a dream, a ah a seed is my heart a dream." Use it to grow what to grow with it, to grow the seeds of peach and plum. ”

Entrepreneurial hundred States, life and vicissitudes. is to quit or stick to it, many it practitioners are thinking about this problem. History cannot be transcendental, nor can human life be done from scratch. "Look five years, want three years, seriously do a year or two." "Chen is right.

Their story

The founder of the Sea of clouds, Feng Yang, was a software development engineer, 81 Taurus, people are affectionately called him "small", earlier this year, he gradually faded out of the day-to-day operation of the sea of clouds, to the company to manage other people, began a "practice" of life.

In the Gulou Street, a "16hostel" courtyard, he woke up in the morning to clean the courtyard of the health, recite the words, read books, looks xianyunyehe, comfortable and pleasant. Sitting in the middle of the sun room, using a laptop to surf the internet, while tweeting, in the micro-letter "Circle of Friends" to attract some short tenants, while on the internet and other clouds of the founder of the restaurant to discuss the development plan.

Small-time for "become a cook" long-cherished wish, give up love for many years of IT industry, into the "misery" of the catering industry. From 2007, he no longer wrote code, to his hometown of Zhengzhou, Henan opened a restaurant called "Yunnan Flavor". With the experience of making a restaurant, he and several of his partners, began to enter the catering industry in Beijing.

October 2009, the Sea of clouds in Beijing, the official opening of Houhai, Yunnan amorous feelings of decoration, fresh and lively dishes, become a sea of clouds to attract diners characteristics, after three years and even opened several branches. The small house says the team's managers are mature enough to support a new store, and the sixth store is expected to open after the year.

Small said, it People's IQ is relatively high, in large Internet companies do, may be made to see a sense of achievement, "not clear whether the achievement is the platform or their own." "But cooking is different, relatively more real, every day to see the real things, than yesterday to sell better or worse."

Planting a few acres of land, raising some chickens and ducks, returning to the countryside, breathing the fragrance of the Earth is also the dream of many it people, but the dream into a business model, it is difficult.

Ranjie, 85, the University of Aeronautics and Astronautics, master of computer software, learning career all the way smoothly, the undergraduate has not graduated from the Microsoft Asia Engineering Institute of Employment Notice, just graduated has been 200,000 annual salary, this enough to let their peers feel envious.

After four years of IT projects, Ranjie also wanted to do something he liked. In 2010, he saw a friend in Guangdong to do organic planting projects for Guangzhou residents to provide organic vegetables distribution, business is booming. After understanding the details of the project, he felt it was more feasible to do such projects in Beijing, and returned to Beijing to do the electronic distribution of organic vegetables.

Why do you want to switch to a traditional industry? Ranjie said it companies are characterized by early development costs are high, the more customers, the lower the cost of maintenance later, but the same area is often only one or two companies to monopolize the market. Traditional industries can have thousands of companies at the same time.

But entering new industries requires learning new knowledge. Ranjie out of the IT business and finds that it knowledge of what he has learned is not going to be useful to his start-up, that he is not thinking about technology, but about marketing and supply chain management, and farming knowledge from scratch.

Ranjie felt that his original idea of starting a business is too simple. At first Ranjie wanted to build a website to do E-commerce, to engage in organic vegetables distribution, from the organic vegetable farmers wholesale, and then through the electrical channels distribution.

It was a good idea, but only after it was discovered that the consumption habits of both Guangdong and Beijing were very different. Guangdong people pay more attention to health, in the food safety problems frequently broke out, especially families with children, willing to pay more for organic food. Beijing's residents are not the same, one of Beijing's habits from the market to buy vegetables, and then no Cantonese mouth so diao, for example, tomatoes are 28 days or 30 days mature, Beijing residents can not eat what difference. Organic food requirements for delivery time are more stringent, such as the need to be delivered to the user before noon lunch, the high cost of distribution. After a year of distribution of customers "no sustained consumption of power", gradually lost.

Ranjie had to give up the vegetable distribution business, turn to be a manufacturer, specially raise the peasant to walk the chicken. After two years, he in Beijing Tongzhou, and then the daxing and other land cost nearly million, under dozens of acres of land, set up a chicken farm, feeding the chicken, such as the City Chicken, Royal Chicken, and so on, the size of the largest chicken 10,000.

However, the chicken seedlings are often sick, the farmers go to the growing period of chicken, because the lack of farming experience, market promotion is weak, to this summer, a few batches of chickens have been dead. Ranjie ended his own business and started the mobile internet industry.

Chen, but also, than Ranjie, also failed, entrepreneurial experience to enrich a lot.

He used to work for the overseas market, why the transition to make pizza, in his words, 1995 to 2005 the country's smartest people are reading computer or communications industry, the industry competition is too fierce, he is not smart so automatically demoted.

The official business before, he also reselling potatoes, do halal beef and mutton food trade business, but failed, in a restaurant chain to do Shenzhen Regional general manager, he found a western chain mode of power: One can achieve rapid replication. Second, cost control is lower than Chinese food.

He founded Lucky Pizza in Shenzhen in August 2009. Compared to the white-collar status in large companies, entrepreneurship turned into a migrant workers in general, he rode a bicycle every day when the takeaway, carefully note the customer's views and suggestions for pizza.

In order to find out the supplier of a certain material, Chen in the industry boss's shop door, waiting for them to throw rubbish, in the garbage bag to find their suppliers information; To save costs, he and the cement to build the first store yard and stairs; to save money, buy a spade to dig a sapling into the courtyard of the first store. Today, he has 8 chain restaurants in Shenzhen and Nanjing, becoming the largest pizza chain in Shenzhen.

Are you really leaving the IT industry?

It people are transferred to other industries, the body's it complex is still. It is easy to think that it will be helpful if the IT experience is translated well.

Small small to this deep experience, can even say, sea of clouds is to borrow the Internet fire A.

When their four partners started their business, they had to stones from financing to store decorating, from food collocation to promotional bargains. At that time, the first sea of clouds in 2009 when the opening of the winter, the shop opened a new passenger flow less difficult to support the high operating costs, restaurants have been living beyond their means.

Small small think how to do marketing, he thought of the public comment network.

One day in December 2009, the public comments on the internet appeared a few days of sea of clouds to eat a few discount activities. Zhou 11 percent, Zhou 22 percent, and so on, because of cheap, around the university students have come to try to eat, froing, driving the surrounding passenger flow. by the spring of 2010, the fame of the Sea of clouds was big.

Small to take advantage of the second store opened to Zhongguancun this it people's concentration camp, than Houhai that store more connected it people's atmosphere. Tasted the sweetness of internet marketing, small and began to use Micro Bo, micro-letter, which fire on the use of which, through a variety of Internet social tools for marketing, now into the sea of clouds, at the table "sweep" Two-dimensional code, you can enjoy concessions, and some O2O shadow.

Chen is also very interesting when starting a business. Traditional industry catering, are master hand-taught, may master will also touches, it is difficult to imagine, Chen made of pizza is the search engine and mail-conditioned.

Chen said that he began to do dough development, Google searched a lot of English information, but ultimately can not make high-quality dough. He had to write an email for the American Pizza magazine "PMQ".

Luckily, "PMQ" to the American Baking Institute, the Chen of an expert spent one months and Chen Daily Mail exchange, later, CD-ROM, material samples back and forth several times, 45 days later, the expert finally came to Shenzhen personally taught Chen make dough.

Do is catering, it people's genes are still there. Chen found that pizza was replicated faster than Internet products, the introduction of a durian pizza, was soon to be cottage. Chen selected micro-innovation, in the raw materials, and constantly introduce new, often peers are still copying this paragraph, Chen of a fresh pizza has come out.

It products through the combination of products and price combination to make profits, large profit products to fill the small profit products, Chen Pizza is the same, can guarantee the amount of travel, but also to ensure that money.

Marketing, Chen pattern choppy, even think of behavior experiment this odd recruit. This year Chen launched the "Rejoice" dining strategy, let the diners in the mood to pay money. Of course, some people are crazy about 24 of chicken wings to spend 500 yuan a penny not paid, some four pizza left only 6 yuan. Three days down, the new store book sales of more than 23,000 yuan, the real receipts only 2,300 yuan.

Chen wanted to recover 20%, but the result made him feel "overrated" and sparked extensive discussion on Weibo and the media. In this battle, Chen's Pizza shop is redder.

Now Chen began to busy member service system CRM and based on the cloud point meal system line online, ordering the site online and other matters, micro-letters, MO, etc. have been used to promote pizza, he also tried to recruit new media marketing specialist, continue to expand new media marketing.

"Traditional enterprises and the Internet is the combination of gold, the next year to cut the traditional DM half, vigorously attack online marketing." "Chen said.

Transformation or adherence?

Asked the small, if it is still in the IT industry, he said, he may be in a company with a business unit, become a project manager.

As an "experienced", the small, the small, it practitioners are more tired, but also can take high salaries. From it to the catering, the opportunity cost is actually higher. Do a good job after all is a few, if do not good, not only the two years of business can get the high salary, but also the previous savings to compensate.

"The key is to break the comfort zone of the mind, see your own needs, and then make a choice." "said the small.

Ranjie's teacher, University of Aeronautics and Astronautics Software college Dean Sun looked at Ranjie all the way to entrepreneurship, for Ranjie failure, he felt that in the marketing has a decisive role in the era, Ranjie too "technical Man".

Sun said that the young people's passion and impulse to work hard, for an enterprise's success is far from sufficient, a project to the landing, need to have experienced people to assist entrepreneurship. He argues that entrepreneurship requires "rational risk-taking" if it goes to traditional industries.

Two years ago, when Ranjie to start a business, mobile Internet was Symbian, Windows Mobile World, two years later, Nokia gradually weakened, Apple rise, various apps, back to the mobile Internet industry also need to adapt and learn.

However, the value of Ranjie is that he has been very good, but also very young. After this venture, his mentality is more mature than before. For the previous venture, he reflected on the previous study and work has been done relatively smooth, no failure. After this venture, you will consider whether your ideas are really suitable for you, and think more carefully about what you are suitable for.

Chen if still in the communications industry, he may also be in the country, may also go to ZTE, Huawei, such as equipment manufacturers, as the communications industry veteran, may also be able to comment on the next circle trend.

Do not do it, go to other industries, Chen said, looking back, is full of surprises, is life, is also transported.

In a letter to his family, Chen wrote:

"In my time, China is entering a new period of industrial change, with GDP per capita just over $4000 trillion, and the consumer market is booming." There are pizza-la in Japan, in Korea there are Mr-pizza, in Spain there are Tele-pizza, in the United States in addition to Pizza Hut Papa-johns, Dominos, and so on, each country has its own brand of pizza listed companies, except in China, only Pizza Hut (Pizza Hut). But this is where my dreams started, and the way that I and my colleagues are working. ”

Conclusion

Many it people boast as "It workers", gossip gossip, will discuss not to do IT industry, even open a pancake fruit shop, selling eggs or tea. There will also be some people think of the countryside, raising chickens and ducks, seclusion pastoral life. Some people would like to open a café, open a book, flowing light music, to meet the petty bourgeoisie and the imagination of young and literary youth.

Really like this article three people give up their high salary, determined to do, there are, but relatively few.

There has been an article on "it a generation", a sense of crisis at heart: the expiration of 29 years of youth, 1-30 years old will be hit "Timeout" mark. The age of 35 means "wards" to a certain extent, and for many it people, the age of 35 even means the end of a technical career.

It is a generation of the story may be too pessimistic, from the age of 25 to 35 years old, the first golden age of life, there is enough time to accumulate experience, contacts and material accumulation, enough time to think about what kind of life you want to find their love.

"If you have a dream, you must defend it." When someone doesn't do something, they tell you you can't. Maybe those who have accomplished nothing can tell you that you can't do it. But if you have a dream, try to achieve it. "Chen said.