The truth about the decline of the guests the electrical business partners were stunned

As an electric business practitioner and researcher, I have the dual role of industry practice and research, the research and study of every guest has started since 2009, but it is very impolite to say, I have written almost all of the articles are "negative", including the beginning of every customer to do the special sale, flash shopping is the case, even now, I keep this attitude with every guest and my business dealings. This is because I myself, though not a great achievement, but many business problems are similar, where the customer from the learning PPG cut men's shirts to get the initial success, aging does not understand the lack of self-confidence to make money he has been an apprentice, seems to have never stopped, has been learning to himself now this situation, Let me feel the founder of human weakness, and no enterprise personality development of the enterprise's destructive power, it can become a star, but also in a short time to destroy the enterprise.

This analysis article also does not have a little everyone meaning, even this article may say is borrows the case which the guest aged to self-reflection and continues the warning. At the same time, I want to connect all the understanding of every guest, really to think about the decline of the truth, but not by the so-called open introspection of the influence.

Truth one: The founders who didn't make money, took a group of stars who didn't make money, and did not know how to make money.

Old experience without me to repeat, can compare Liu in Zhongguancun open shop to buy money and Ma Yun Open Translation Club to make money, to gradually build up although grassroots but understand business understand the core team of money. Like Ma Yun, by going to the United States to understand the development of e-commerce trends, and then through the way of making money to help enterprises and Moftec build websites to make money, cut into e-commerce business to continue to make money, membership fees, and then to expand the scale of financing and development of other business models, and design a good way to make money, , such as Liu, Sars led to Daiju East 8 stores do not have business to do, was forced into e-commerce, and in the scale of development after access to capital support, and grasp the key breakthrough direction-E-commerce three mountains of logistics, excluding all criticism and pressure, and constantly input and insist, Gradually in the fierce competition to gain competitive advantage to determine the status began to sound development.

And aging is different, has been a professional manager, the largest halo from the Golden Hill and Lei Internal project-Excellent network, after the acquisition of the Amazon after the purchase of PPG will close the market opportunities for development, where the entire initial team is the most outstanding veteran. Aged this period has had a failure of entrepreneurial experience, this is no longer said, but can be judged that the money is not too much experience, and basically a professional career is very smooth, did not experience anything too big blow. In fact, Lei is also the same, but he saw himself faster than the old, this is he through the sale of outstanding investment experience, understand the big difference between working and entrepreneurship. It takes two years to reflect on it, and it shows that, and with my own experience I can feel that I have not been able to see through myself, at least the truth that I am now speaking is too much for him to admit, because it makes him unable to face himself and his investors. But to be honest, it's really hard to make money, and it's the same problem with many professional managers who are listed after the rapid development of a new enterprise or sold without a profit.

From the old place, the founder of the first carved Xu Xiaohui, this is also the problem, first of all, I do not intend to offend the brothers in this way, but only in this way to make us more sober to see ourselves, if we do not agree to this aspect, we can be the last few years of the failure of the founder of the electrical business enterprises in accordance with my approach to this

Truth two: Who makes money I learn who, who can get the capital recognition I learn who.

Doubts that aging and its team will not make money, I believe that in the early days of the establishment of customers, but the voice is small. It is estimated that the depths of aging are aware of this, but not openly admit it. In this psychological guidance, where the changes after the guests become very good understanding, from learning PPG to obtain financing, to learn when the expansion of the category and then obtain financing, learn Beijing East Logistics companies such as Wind Tatsu, Taobao Mall to do V, learn only goods will be made special selling are so. I have written articles on the business risk tips, expansion of the category I think it is not not, but not the rhythm, the uncontrolled is not scientifically based on their audience and ability to carry out, and then their own entrepreneurial projects have made such a mistake, I was trying to expand the category to increase the size of sales to obtain capital support, estimating and aging an idea, So really is the comment easy to practice difficult ah; Do V, my opinion is sure will lead to the loss of the founder of the executive team, the article was written not long, two vice president of the office announced the resignation, because the founding team is running to do a good business brand has been working hard, V is the platform, this psychological and operational double gap, Inevitably led to the departure of the founding team.

It was a good thing to turn off the V this year, but it was only a matter of special sale, at first I thought it was old to do the platform heart does not die, and then from every guest executives know that the original is to think that can make money, "first make money Again", which I was surprised: this team really think that making money is very easy? Only goods will be able to make money, the efforts and resources that can be easily replicated by customers? At this time, I understand that this is the truth, because they do not know how to make money for their own brands, do not know how to make money as a platform, V, not too clear as how the wind Tatsu how to make money. Do not know whether the capital is willing to invest money to let aging they continue to pay tuition to learn this study that, but to make sure that the enterprise is not a school, but the profit organization, you can not make money now, but to design a clear profit path.

Truth three: Cannot grasp the key, tread not the rhythm, cannot construct the enterprise core competitiveness.

For every guest, the point is not who you are and who you are, but who you are and what your competitiveness is, and it is quite certain that no business is a core competency, including Apple, and if it is a core competency, the world should be under the control of the advertising company. For Jingdong, his core competitiveness is logistics, for Arilai said his core competitiveness is the business operation ability, for Tencent, his core competitiveness is to do products ... Of course, every guest has established a brand-a brand that no one can say clearly.

Millet's core competitiveness is not the mobile phone, but MIUI operating system, and can make a lot of money in the mobile phone value-added services. On this basis, millet marketing only use, only lasting, only Millet is the mobile phone industry, where customers if again because the millet did a good job, really started the so-called "millet", that is actually the same as before, if it is for the new round of financing, then I have nothing to say, After all, it has proved to be effective for a customer to melt hundreds of millions of dollars with this recruit.

Truth four: talent and institutions do not serve business models.

Every guest is a myth, aged to be a lecturer, to the traditional brand enterprise classes; in fact, if it is to do a brand, aging should be the students, after all, brand companies need to build the talent structure and echelon and matching organizational structure, and not because the Internet is the gene after the change of how much. Looking at the structure of the guests and the composition of talent, can also foresee the plight of every customer is not what aging impetuous and radical, relative to Liu, the expansion of the Beijing-East is more rapid, but Jingdong has been to retail companies and logistics companies, talent structure and organizational structure of the author adjustment, and strive to follow their own set of development path forward. So where objects appear three vice presidents are said to do their own, it becomes less strange.

Truth five: To Halo, heavy marketing, light operation.

In my recruitment experience, I have encountered more than 20 people who leave or be laid off, plus the knowledge of every guest executives, can be very intuitive to feel the neglect of the operation of personnel.

And many things of the year, such as where the client mobile phone clients accounted for more than 20%, aging in the internal implementation of mobile phone office, aging introspection, where the guest moved is questioned, suppliers defaulted payment, and so on, in fact, I do not feel the need to call yell, a little bit of trouble on everyone to comment on, aging out to explain If the enterprise is really in crisis, really worried, the right way to learn the basic traditional bosses-"retreat" and "low-key", really put the mind and energy in the hard and tired operation, really let the target consumers feel the change and value, and do not need so much to do PR and marketing. Otherwise, when the team becomes smaller and has limited energy, coupled with the founder to do so the formation of the company culture, will make the internal continue to relish the various bodies, resulting in the company's resources are constantly being marketing consumption, and then in the network market upgrades in the weak sales, in the unclear positioning of confidence lost in the media exposure to reflect death ...

Perhaps the language is a bit overweight, but my wish and starting point, is sincerely hope that customers as the representative of China's electricity commodity card can tide over the difficulties, return to the sound development of the Brand Road, first of all, we respect the love of the electric business clothing brand. Only this article on their own vigilance, I hope that all continue to continue to start the business of the small partners to think and inspire, this column is to reflect the value of the article.

(Zhong for NetEase Science and technology, reproduced please indicate the source.) The article is only a personal opinion of the representative. ）

Author profile: Zhong, Wal-Mart (China) E-commerce planning first person, home building materials E-commerce Practice first person (to create the country's largest home building materials chain supermarket oriental home online shopping mall-Oriental Livable Network, and founded the O2O Open Home Mall platform-Space Network: Kmall);