Liu: How to overcome crisis phobia

Entrepreneur question: I started a business for 5 years, in the past has been in a relatively smooth stage, just in time to catch up with the gold of the Chinese economy period. Now that the financial crisis has become more and more powerful to China, my business has also been partly affected (about 20% down from the same period last year), many people are talking about the second half will die a group of small and medium-sized enterprises, because the past has never had a crisis experience, I am now in the situation feel very panic, I would like to ask Liu what self assessment,　　The way of self-reflection, Lenovo has experienced countless crises in the 25, what are the universal significance of experience? Lenovo founder Liu said: The best way is to have a healthy body can survive the crisis is actually a business since the birth should consider and deployment of things how the enterprise through the crisis? I'll talk about my own experience. Lenovo has 25 years of history, the process can be divided into two paragraphs, the first paragraph is 1990 ago, China is moving towards market economy reform, this is not the main issue today. As to the crisis, this is what we have met today, facing the current crisis how to do, I feel that businesses like people, to see age. A 80-year-old, autumn to winter for him is a crisis, he is busy coping with this winter how to spend; if it is a young man, he may not be afraid of the flu coming.　　People's health, I think is the best indicator of how to get through the crisis. How to make business healthy? This is a question we must consider. I think there are two points, one is that we must have a deep understanding of their own industry, the work we have done in-depth research, which is the most basic. Regardless of how strong people, first of all to study our own what is the problem, how do we do? I remember Lenovo's gross profit was probably 25%~26%, but the operating expenses were 24%. This is certainly not the case, so we first from our own body, the organization of the business model adjustment, 29-Year-old Yang Manager, from that time we maintain the annual growth rate of 80%~100%, has grown to 2000 years.　　And foreign companies because the headquarters in the United States or Europe, the transfer is not the spirit of China's other peers did not find their own problems, that year we become China's first market share of enterprises. 2nd, the issue of product technology innovation. At that time Lenovo's overall capital strength was very weak, the technical aspects of the lack of accumulation, we have taken another approach, from product technology to start. What is the product technology? We define that the mature technology with the market demand docking, to form a product. I give an example, in 1997, 1998 the Internet to China, we all have to surf the internet, but the people have to buy a computer can not access the Internet, because the computer must be added modem card, but other than enthusiasts will not do so. But bought US Lenovo computer, press a key to be able to surf the Internet. This problem for our enterprise certainly not much technical difficulty, but this point let our market share increased by 9%, then we each year continuouslyThere is a new technology to launch, which makes our gross margin more stable. Just so is not enough, because the enterprise is to survive in the changing space, the environment has been changing, the industry suddenly changed, how do you deal with? Especially in the computer industry, if you keep doing this, it's definitely going to go down, and it can't be that way all the time.　　Now the global and national economic environment changes very large, such as the Pearl River Delta, the Yangtze River delta, your gross margin is 4~5%, you do not think of ways to break through, only to die. Can an enterprise have a strategy? I often talk about three, the first is to build a team, the second is to set the strategy, the third is with the team. The route is what you do and what you do, and this is clear. For example, Lenovo in the 1993, 1994 real estate hot, but also want to invest in real estate as Zhongguancun, but after this thing research through, we gave up. Of course, we also missed a lot of opportunities to make money, such as Minsheng Bank first let us participate in investment, if the investment can earn 100多个亿 today, but we do not want to regret today, because if entered in that field, we will not stop East do a bit of West, and finally lost themselves.　　So the research of the route is very important. For example, the route of the formulation, can immediately resolve this matter immediately to do, we are in the formulation of the route is a step-by-step approach. The first month to discuss what will happen in the coming year, and then discuss it again in the next one months, because the environment is changing, and after two or three consecutive times, it will be easier to make the route more successful.　　Whether successful or unsuccessful are to be studied again, you think successful next time to copy all can not, such experience accumulation more and more later, slowly war will be much easier.　　The last one is with the team, nothing more than three things: first how to let your soldiers love war, the second will fight, the whole team ability to be strong, third to combat orderly, not their own people beat themselves. After studying these I believe that enterprises can withstand the winter very well. Can survive the crisis is actually a business since the birth should be considered and deployment of things, if the crisis came again most of the cramming is ineffective.