The real name is Meng, the first known in the olive oil

Carving ye real name Meng woke up, the earliest known in the olive oil, Liv started from the line, is now the largest domestic Internet oil sales company. Compared to the current difficult position of the electric trader, the oil line and the offline business have realized profit, carving Ye said, Taobao on every sell three bottles of essential oil, of which there are two bottles are their, the continuous founder of the essence of the oil, carving beef brisket, beaver home Three brands, of course, is known as carving ye or from the brisket began, A few days ago, carving ye Meng at the meeting on the theme of "I am such a continuous cross-border" speech, in response to the crowd of "carving ye brisket," The taste of the question, he bluntly: not for cock silk food. This is said: "Did not eat blue lobster, white truffle, do not know the difference between Baisonglu and black truffle, I'm sorry, you don't talk to me about taste, your taste buds have not yet opened ... He only tasted the taste of mother, he only know the taste of home is good. How do you know the opera is good, as you have heard of Beijing opera from childhood? "This is a speech that is a focus of attention by the columnist for pioneer drama in the Beef Brisket restaurant." First do not say this cargo will be everyone to shoot bricks, but the Yi brother has to admit that carving ye will do business, from the point of view of the rich, we listen to the carving ye nine lesson is how to say it!

The first lesson of reading power

The content of this chapter is more idealistic, the idealist heart is more powerful.

1, all things only the right mentality, in order to guide the correct results, creating a rich success began with faith.

2, do not think, first thought defeated. Real business, is boring and boring, especially for the founder of the inner torment, is the test of human nature. The so-called success stories are "feeding afterwards".

3, start-up funds do not need to be too high, the first start-up failure ratio is very large, too much money may speed up the failure of entrepreneurship, psychological impact is not small.

4, diligence, understanding, inspiration, passion is the greatest resource advantages of entrepreneurs, if the passion for other resources to effectively integrate, then increase the probability of success.

5, the goal is too low, easy to burnout, the goal is too high, easy to create frustration. Maintain your confidence before you succeed, and protect your own mentality. In the dormant time, one side immersed in life, low-key patience, diligent, on the one hand, slowly burning the small fire ambition, do not let it go off.

6, not long night crying, inadequate and language life: Know why you want to create wealth. The sooner you release yourself, the more you can make money by relaxing your mind.

7, Fold good stubborn: adhere to, is to be in the height of the field of vision to adhere to! Can not be silly to do a thing that never succeeds, but also hard to carry stiff.

8, good friends better than a good school, through good friends to broaden our horizons.

The second lesson of the Imperial Force

This chapter is about the problem of knowledge, employing and gathering people.

1, knowledge of people, personnel, trust, punishment, this is the game of human nature.

2, well-meaning, tolerant, tough, simple and clear. These 4 features will always be winners.

3, choose the person's virtue and only. Germany: Le group sex, intelligence, stability, special strength, excitability, dare for sex, persistence, sensitivity, suspicion, fantasy, anxiety, experimental, unique, self-control, tension, 16 personality factors. Only: Professional skills. For small businesses, the most efficient and cost-effective way is to buy a professional talent assessment software.

4, as the boss, subjective bias is too strong, wearing tinted glasses to do observation, it is easy to lose talent.

5, to avoid the "collective unconscious", when the highest decision to express the opinion is very, most people unconditionally accept, this is very dangerous. We want to protect the company's "Anti-tune", the most famous is that Disney simply to the Devil. On the one hand, to achieve the concept of team unity, on the other hand to encourage the opposition in the team voice. It is in the "strategy", we have to agree with each other (the core of team building), and in the "tactical", it should be repeated argumentation, spur game.

6, entrepreneurial partners have a blood relationship, the success rate is higher. Many friends will cause failure for a variety of reasons (their own experience profound, painful lesson!) ）

7, choose a complementary partner, the leader will simplify the complex issues, managers will be simple problems complicated. Startups, many times the so-called ' leadership ' is the judgment of the market, the decision of the strategy; the so-called ' management ' often represents the production and sale of the product. See Jobs&woz, well deep and Sheng Morita.

8, the number of partners preferably in 2 people, as long as the "seamless communication", it is relatively easy.

9, the founding of the time autocratic, strong should be enlightened: small start-up companies in the "democracy" more tend to "enlightened", but when the enterprise developed to a certain stage, the need for large decision-making, to adopt a more institutionalized, more systematic decision-making system.

Lesson three growth

This lesson mainly talk about the mentality of creating rich and the problem of enterprise scale

1, unto, impose: work is not in the state, can good boss? If to please others, that is only the boss of a person, please the way is desperately to help him make money or save money for him. When employees, not only stand in the staff angle to speculate on the boss, more should be standing in the boss perspective of staff, with the boss's eye, I know what to do what not to do, afraid of what is not afraid.

2, young people working, the only thing to consider is that this company can let you learn, exercise, achievement martial Arts. Working is a process of "gathering work".

3, 30 years old, at least 35 years old, must be mixed to not go to the resume, but people take the initiative to dig you. There are four kinds of birds: 1, clumsy (my mother told me the most words since childhood), stupid birds fly, stupid birds do not fly, stupid birds do not fly the next egg hope pinned on the eggs.

4, businessmen's duty is to make a lot of money, do not make money business is immoral, this is the necessary condition.

5, the higher to go, the more need to gather the core capacity of the enterprise training. The core competence of enterprises is always the core issue.

6. The fixed cost of doing business needs to be shared through means. Such as: Restaurant-high premium, high margin, fast-food chain-open branch constantly. Entrepreneurs, it is best to choose the narrower the better consumers, select the "Super Market segment."

7, from the "Create value of the angle backward push, form value chain, first determine our consumer characteristics." From the characteristics of consumers to consider and analyze how to form the core competitiveness.

8, in the continuous expansion of consumer groups, the competitive pressure will also expand, such as KFC needs a crazy rise in the flow of traffic. and big Restaurant mode of business, to determine the breakdown of the population, that is, the target to make a difference, naturally formed a competitive edge.

9, please management personnel to understand a penny, and the best from the existing industry to dig people, to dig a team.

10, to make their own subtraction, to remove unrealistic and too low goals, to find a real fit for their target range.

Lesson four financial and material resources

This chapter mainly explains the enterprise growth space and the cost control question

1, women afraid to marry the wrong Lang, men afraid of the wrong line. Must choose the industry that has the growth space. Change the idea, open a restaurant profitable, but low growth rate, although there is a franchise model, but the need for management level is very high. Prefer to choose the industry with low gross profit but high growth rate.

2, net assets yield = Profit Margin * Asset turnover rate (R=M*V). There are 3 ways to improve R: 1, Improve profit margins (it will face many competitors in the industry, make it hard to raise profits), 2, increase the turnover of assets (profit is used in the flow, do not let the profits die on the edge, the example of Gome). 3, Borrow more money (this Lou did not say, please the brilliant staff to help explain).

3, the start-up needs flexibility to transform the ability, if the resources tied to a rope, it is likely to take off the body and mind, such as open a restaurant. In general, don't get stuck.

4, cash flow for entrepreneurs, is always the first important, can survive is the first meaning. What can give you the cash flow to keep running, what to do first (see "Evergreen" book).

5, in the company to establish a strict financial system, do not waste a little resources. The business model is to invest money where it can generate revenue, rather than spend it in retreat. Deep excavation can save the cost (such as printer paper), the money spent on allowing customers to see the place, investment in profit growth.

6, tell the staff, save the cost will return them.

Lesson five forward ability

This chapter explains the point of view of the problem

1, do business to maintain a high angle of view, do not freeze themselves to a known level.

2, the Enterprise Existence Foundation and the goal is the profit, the key is creates the value. How does it?—— 1, analyze your business in the industry chain. 2. Analyze the value chain of the enterprise.

3, industry chain: Often the industry chain downward, the more need to integrate various links, at this time the brand will reflect the value. If the industry chain in the system integration position, create the brand will bring the highest profit. But most industries do not need to build brands, such as design companies, you should focus on talent strategy, build corporate culture, more training, brainwashing. After analyzing the industrial chain, we will find the key point of the enterprise development.

4, Value chain: Ask yourself what "value" you provide to the downstream of the industrial chain. After determining the value, you will find the "chain" of the distribution details, such as positioning, design and so on. For example, the chain of factories, is to improve productivity, improve product quality and so on. Of course, there are integration of a variety of industrial chain "vertical integration", but also acquisition and acquisition of similar manufacturers to obtain scale benefits of "horizontal integration." When doing value chain details, always go back to the industry chain and look at your vision.

5, only the end of the industrial chain system integrators need to build a brand. Look at any enterprise problems, are first to stand in the industrial chain, and then stand in the value chain to see the core competitiveness, in the core competitiveness of the height of the brand, marketing, cost control.

6, from the value chain to find the core competitiveness, in fact, it seems that a search for differentiation process. If there is no differentiation, it is easy to fail.

7, take potential, Ming Dao, excellent operation--industry chain, value chain, core competitiveness

8, blue Sea Strategy: In addition to a relatively microscopic thinking, but also gives a very practical ruler. Red Sea: Fierce competition, is usually "full competition" state, the industry average profit is low, survivors are relatively hard. The core features of the Red Sea: Slow market growth, the share of each enterprise, the basic lock, dynamic balance. Blue Ocean is established in the Red Sea strategic thinking, in the field, not enough competition, but remember that this is not "blue ocean strategy."

Lesson Six decision

This chapter mainly talks about the flexibility of business and strategic craftsmanship

1, since the abolition of martial arts, cut off their former thought of the advantages is very painful. But if you want to cultivate a high grade martial arts, you need to sacrifice. (I think of the Lin in the lake of laughter and the East invincible, are courageous people AH)

2. Opportunity is cost. In the face of opportunities, we should seize the opportunity to give up small opportunities, but also to remove the chance of seemingly opportunities-this issue does not take into account, Li Ka-shing could pinch the plastic flowers for a lifetime. But "opportunity cost" is a maddening problem, because it can never be accurately verified, only after hindsight can be vaguely speculated.

3. Successful entrepreneurs, regardless of their personality, have at least one feature, the imagination that ordinary people do not have, and the imagination that can gain the approval of some people.

4, research-the bottom line is without subjective color, without subjective judgment, completely rely on a large number of data collection and mathematical models to draw conclusions. Small business is not suitable for such "sand table deduction" logical thinking, they are not doing research, but unconsciously seek to support their own logic correct evidence. (Empathy, it's hard for an MBA guy to start a business)

5, pioneering before the so-called "research" and "sand Table deduction" are nonsense, there are 3 not close: 1, data collection clearance (burning money, there is no such professional strength); 2, mathematical model closed (collected data does not count, as if to say that the Chinese market 1.3 billion can do the same); 3, their own mental health (human weakness, psychological defects).

6, personal entrepreneurship, analysis of too much delay, rely on intuition, easier to succeed. In the business investment is also, for small and medium-sized Enterprises in the venture capital, precisely can not rely too much logic.

7, MBA, want to read has not read, the best and so on to a certain degree of entrepreneurship, found themselves encountered bottlenecks, to read the EMBA to be used. MBAs train people to think rationally, but entrepreneurs need crazy imagination and passion.

8, most successful entrepreneurs, the character is not easy to gamble. The gambling ability of the businessman is actually the decision-making capacity of the problem. This kind of super decision-making ability, is time and experience temper out of the subconscious ability.

9, the formation of the strategy, usually in advance due consideration, the matter in the edge of learning, after summing up, the process, reflects a homeopathic and for the dynamic learning adjustment process, this is Mintzberg "strategic crafts" a basic idea of the article.

10, the start-up enterprises pay more attention to "opportunity-oriented", mature enterprises more suitable for "strategic guidance." Guerrilla is not wrong, from the probability that the clinging is terrible.

Seventh lesson Competitiveness

This chapter teaches you how to build "core competencies"

1. After understanding the blue Ocean Strategy, we can cooperate to consider consumer's consumption chain. That is, from the customer's purchase process to deduce the consumption chain, and in the value chain to find the point of exerting force. Do this but first of all to become a consumer vision, to look at "consumer consumption chain."

2, in the consumer concern purchase link, the key exerting force point, for the merchant is the cost, is "the value" for the consumer.

3, there is no "pure products" and "pure service", products and services are mixed together.

4, in the opening of the "strategic Meeting", the core is, let the information fully communicated. Let the strategic level of communication, fully reflected. This strategy will focus on: resolutely not to discuss what is irrelevant to the strategy, but to explore the relevant things.

5, choose who to participate in the "strategic Meeting", the Regional director has a link between the role, close to the front line, but also not be tied to the front line dead.

6, business, spell to the end, is to spell on the target customer base to understand the profound or not.

7, the start-up of small capital enterprises, more important is the opportunity-oriented and commercial sense of smell. When the company is mature and has a complete corporate structure, it needs a clear strategy.

8, the narrower the focus, the easier the force.

9, according to the development strategy for personnel screening and distribution work. "Looking for someone" instead of "Inns".

10, in the strategy of the operation of the tactics, will continue to grow, self strong.

11, in the consumer chain can be found in a large force point, and through this to form a good customer reputation (unique ingenuity)

12, in marketing products, to find customers the most concerned about the product of the concurrent force (such as art, Gem Price is the trigger point), can form a good effect. However, in the formulation of such tactics, we must conform to the strategic (road) moral thrust, not chaos of the overall situation.

Lesson Eighth Insight

The industry essence of business model

1, "Zoned for the guy" subdivision of a market, in which when the eldest. First: "Research opponents", the core is to see who as opponents, through a variety of open, divergent opponents directory to find inspiration, and to mix and match.

2, the value chain is the analysis tool, the competition chain is the concrete implementation, the value chain is the thinking method, the competition chain is the exerting force means. Value chain is by "addition" list of various values generated "Tao", the competition chain is to use "subtraction" to cash out the competitive advantage of the "operation."

3, the brand is telling a story, storytelling skill lies in three words "adhesion". Brand building from a narrow sense, is the link of the end of the value chain, such as our understanding is "advertising + public Relations," a link, we need to discuss the focus is, how to build more efficient, that is to pay as little cost, bring more "positive bearing in mind."

4, luxury goods out of "conspicuous consumption" value, there is also a particularly important value is "aesthetic value."

5, the United States "learning" experience is the focus of refining the United States, with theoretical means, the publication of a declaration to complete the style of appeal, at this time, you can find a bosom friend-that is, agree with your theory of a large group of people.

6, the brand interaction, to pay attention to "equal", otherwise can only be people "tofu" (Here said the Tianyu Spring elder brother example is very funny!) ）

7. The nature of the fitness center's industry is social.

The Nineth lesson Critical force

This chapter mainly says must have the independent thinking ability, the parrot will die very miserably

1, brand, innovation, quality these things, just blindly medicine. All drugs are poisonous, should not be added, but also due to disease.

2, in general, the world's enterprises can be divided into two kinds: "Complex system Type" and "Frequent transaction type", the former representative of Boeing aircraft, the latter represents the "sea flying Silk" of Procter and Gamble.

3, the brand in the "complex system-type" business transactions, the basic role.

4, "Due to the" is actually "through-type" play, from the "Complex transaction type" to the "frequent transaction type" combat.

5, the "innovation" understanding as the core technology research and development breakthrough, it is silly, small companies more suitable from the "small" place exerting force.

6, quality, often is not the most important value of customer pursuit, but not the only value.

7, to take a "critical vision" to attend lectures, reading! Otherwise, "No book is as good as a letter."