The "Ordinary Road" of an electric business entrepreneur

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Note: This article comes from the micro-credit public number "Big Bear" (Micro-signal: daxiongisabug), for August 16 Shangxiang Electric Business Forum Bear Lecture Transcript.

First, do not easily to start a business

First of all, entrepreneurship itself escape, success is a small probability event. Most of the survival pressure of start-up companies, no accident will affect the physical and mental health, family harmony, quality of life, friends and many other important parts of life. So, I suggest you try not to start a business. Especially the professional managers who are very good at big companies with high pay and benefits.

Because large companies are rich in resources, squad, business is often a good thing to do; at the end of the year there will be a variety of TB and outing opportunities to go to new Malaysia, to Australia, to Europe, to North America, the peak of the feeling of life is the same. But once you start a business, you will suffer a sharp decline in income or almost no, persistent hard work overtime, no weekends and holidays, working life basically down to the bottom. In addition to the entrepreneurs themselves always can not help in micro-Bo and micro-trust friends and other social media on a variety of small ads spewing, chicken soup is growing, friends are less and more scarce resources. These are not exceptions, but things that happen every day. So, when you intend to start a business, you will move.

Second, in particular, do not call the business sector entrepreneurship. The electric dealer's industrial chain is too long, according to the barrel theory wooden bucket board is too many. Take my own example, entrepreneurship in the past two years, the morning opened his eyes, the brain is the supplier, buckle point, the ratio of sales, sold out rate, discount ratio, inventory depth, inventory turnover days ... Then wash up to the company on the road, but also think of category structure, marketing and promotion, advertising ... To the company is buried in a variety of reports, sales, each PO sold out rate gross profit, sem/cpc/cps/roi a variety of launch summary ... During the period, there were several calls, put down the phone and look, it was 12 o'clock noon. So, hurriedly take advantage of other people's lunch time to read and reply to all the mail, to understand the technical progress of products, so-and-so things need to coordinate a certain department, etc. In the afternoon, usually there will be a number of visits and visits, a number of meetings, every day to take time to give the warehouse owner to call, ask the daily operation of warehousing and order processing, there is no exception, return feedback, etc. Finally, another raise to the night 8~9 point, and then start a round of various mail and OA reply. Usually, I drink saliva at this time period, smoke a cigarette, and then give my wife a call to greet (because this link is often inserted by other things, so that the family harmony coefficient fluctuates very much).

In fact, I haven't said, also need to regularly go to the Audience service department to give users feedback, with the company's HR and admin to do the company's internal corporate culture and values and staff care, coupled with the regular investors to report the situation with investors a variety of communication and coordination, as well as with the country's powerful administrative agencies in the day-to-day dealings between ... Above this rhythm, presumably every one of the electric business CEO empathy, is really a deep like the electrical business, from the moral is passers-by. In this pit Dad's bitter industry, this two years time. I weigh 30 pounds, hair white a lot even white beard, sometimes jealous to curse those game industry and the social industry of the guys hurry to call the Business field venture:)

Then, the electric dealer ≠ taobao. In the past, a lot of peers will automatically equate to Taobao, Taobao in the field of electronic business market share is very high, but also the industry's enlightenment and leader. But the concept of the electrical quotient I still electronic commerce,ec is a variety of patterns and industry, and not only Taobao such a market based on the platform model can be interpreted. The concept of electricity quotient is very big, the boundary of the industry is also very broad, still hope all electric business practitioner is able to broaden a few horizons, pay more attention to some industry frontier and innovation trend.

I recently summed up a conclusion of the industry trend, is now the vertical electric business in the field of the best entrepreneurial era. Because before the whole big Taobao system is too strong, leading to Amoy outside the vertical to the difficult. Now the whole Ali group to be listed, listed must be reported, to increase the trend, to ... So at present the entire Amoy ecosystem is deteriorating gradually (here some reasons do not explain, if you still do not understand, the suggestion or change the industry concern).

30 years Hedong 30 years Hexi, along with only the goods will, gathers the United States, the Beijing East's IPO and the outstanding performance of the IPO, Amoy outside the ecological environment is getting better. In contrast, the entire Chinese electricity industry opportunities to begin to come true. Once upon a time, in 2007, Taobao in order to avoid Baidu to get users of the transaction properties of shopping keywords, Taobao shielded Baidu. But Mantis Oriole, in 2009-2011 years, Jingdong with a stronger 3C supply chain advantages and genuine with invoices plus logistics fast good closed-loop shopping experience, basically took the day cat (here does not discuss Taobao Bazaar) in the 3C category shopping preferred position, the next store took food and fast sales, Ju Mei Le Bee took the cosmetics, Beauty said take away the fashion, only the goods will now take the clothes away on the road by leaps and bounds. What has happened, and what is happening, is the trend of the industry, which is in fact consistent with the evolution of the offline retailing industry. In the traditional retail sector, the current market--department store--shoppingmall--category killer Such an evolutionary rhythm is also underway.

Finally, said that my personal more optimistic about the direction of the electric business, will be mother and child, fresh, home these several vertical areas. The category killer in these areas have great space and opportunities. In addition, the well-known reasons, the entire Ali group, in addition to Alipay mobile end to do well, other Ali mobile end can be used "hehe" two words to describe. Therefore, from the consumer side of the display form, the preferred mobile end, which is the most subversive and innovative market direction. Coupled with the entire mobile business sector, there is no strong rule and standard maker to appear, all the opportunities are great.

Second, entrepreneurship is a good opportunity to complete self-awareness and self-improvement

Everyone has their own advantages, but also have their own shortcomings. When you start a business, the external environment starts to become harsh, and even some extreme bad things happen. The more difficult the more lonely, the more easily self-examination, the more easily complete self-awareness, can be sober to see their own, and then open the door to self-improvement, which is also a big harvest of entrepreneurship.

Because, no, no.

So, please do not miss this opportunity to sharpen their own. As far as I am concerned, in fact, I am a technical man, like more logical thinking, structured, data, flow, I have been the pursuit of the realm. But as an entrepreneur and CEO, time and energy do not allow me to focus too much on every detail, I need to do more resource integration and business development, and must experience and master the business process, I and all the partners sit down to negotiate, chat, drink tea, drink ... I began to be able to accept some of the most imaginative ways of thinking, but also to bear some of the fragmented time management arrangements, it is now more recognized that, perhaps, relative to rationality, sensibility is a very important part of the world, do not need all the things must be rational. For example, in the field of fashion, sensibility is more important than reason.

III. Entrepreneurship must find partners

In this world, I don't believe in the perfect person. And today's times, make a thing too difficult too cumbersome, wooden barrels of wood are many, a person's expertise limited, so entrepreneurship is a partnership for the thing. and requires each partner to do their own duties, independently, have a common dream and values, only then it will be possible. Entrepreneurs must have a mind and have the ability to find the perfect partner. Put away the selfish, take control and put out the mind, take out the shares. Only in this way can we become an intimate Chinese partner and start a play. Now, such as Ma Yun, such as the Thunder Army, the beginning of entrepreneurship, there are 18 Arhat and 7 co-founder, not to mention we these ordinary people.

One thing to mention here is that a good partnership structure is never more important for smooth financing.

Iv. choice is more important than effort

In fact, life is always faced with a variety of choices, and every choice will be proved to be extremely important afterwards.

In this option, I think there are only two choices in the world, one is that you choose to be a company that is profitable and has a good cash flow from the start, and that you choose to be a company that can continue to finance and eventually make a big comeback. The two kinds of living, each have their own advantages and disadvantages, and in the three levels of magic is a great difference. Here, according to their own advantages and market circumstances, no matter what kind of choice, in fact, should be taken for granted, should adhere to the end, rather than wandering around. At the same time, all must follow is, must be willing to gamble with the boldness and mind, must have the spirit of contract!

In recent years, I personally quite agree with a sentence: there is a house to have, large homes to be large. Bearing on the above, if you choose to be a continuous profit of the company, do not envy, always to pay attention to WHO and financing, who and mergers and acquisitions. Pay attention to their own margin of profit, pay attention to their own receivables, pay attention to their own capital turnover, this is the type of enterprise most should do, big shed the financing, you should find ways to get cash flow on the big.

Similarly, if you choose to be a sustainable financing company, do not envy the independent development of cash flow companies of the independence and freedom. If you take the money of an investor, you have to be regulated, and you have to accept regular reporting, discussion and communication with someone who is challenge on the board. To put it simply, taking the financing is basically like dancing in chains, and you have to be seen, touched, and dried by others ... But that's the choice.

In the direction of entrepreneurship and the choice of business model design, but also extremely important. As Lei said, entrepreneurship must be done on the Tuyere pig. If the choice of the tuyere, in fact, is to see the direction, timing also, the worst results will not be poor to where. But if the tuyere or timing both have any point wrong, try to the limit, in fact, the results will not be too good.

In May 2012, I and my other 4 United founders in various fields are good enough to create a day product network, and the creation of the first by virtue of the team to win the Blue venture and SoftBank China's joint investment. At that time, we saw the domestic in the flash sale This direction space is still very large, and in the Flash sale This field of player basically only one product will be more powerful, we thought in this industry even if the second or third also have a very nourishing opportunity. But the product will not think so, so, we are not online in the site, from the various suppliers there are the only products will be a variety of blocked notice. Oh, business competition is always so no accident cruel.

In fact, the only products will be at the supplier end of various kinds of blocking all have a variety of techniques to deal with, but what's really important is that we've made our own strategic two more fatal mistakes: We didn't choose the blue Sea category to do it vertically (for example, if we chose to do it at that time);

So, these two years, we in the supply chain end hard to maintain and innovation, in IT systems to achieve efficiency and leadership, in the data operation of the perfect, in the market is eager to the ROI every time to the extreme. Our management is all about living expenses, and everyone spends almost all of their life in the industry, we are simple in management, in the pursuit of execution is almost paranoid efficiency (the friends who have been to my office should have the impression). But these efforts are neither gusty nor timing important. So, in the end, we lost the opportunity of independent development and growth, rational choice is beautiful said mergers and acquisitions. Although said, has lost the independent development the day product always makes me have cannot give up the pity and the regret, but this time chooses with the beautiful said to walk together, is a choice is extremely right thing. Something, you will see the magic expression of beauty in the next.

Five, now is the age of the ages

In fact, I began in 2013, because of a number of coincidental reasons, for the group has a special concern and research. This generation, and 70 and generations are different, because the process of growing material life is rich, so the students have the "do not have to worry about tomorrow not to worry about today" characteristics. When a group is freed from the bondage of material conditions, it will become more independent and self, which is also the characteristic origin of whenever. The other characteristic is aggressive, because there is no historical baggage also need not worry about what, so the group are more follow, compared to Herat, more love do why, so this feature can be summed up as aggressive, dare to spend, dare to give up ...

In addition, because of the growth of the development of the Internet and broadband and the popularization of the growth, so the generation of a complete network of generations. The network is the air, the network is all, so the network's dependence and symbiosis feeling stronger, this also means that the group is born like the generation of network expression, so more social receptacle.

The above right when a discussion, in fact, there are many characteristics of the other, we need to jointly explore, but the fact is that, and the topic of the issue, is the current network on the trend of the symbol. If the point of origin and interest, the possibility of triggering a word of mouth storm is much greater than any previous group.

In a comprehensive sense, the age of the generation has come. After the entrepreneurs, the market segments of the users, the needs and business opportunities, these topics should become more attention and entrepreneurial direction, I wish you good luck.