Where the customer declines revelation: only marketing does not understand operations is fatal

Truth: The founder who hasn't earned money, with a group of stars who have never made any money, does a business that doesn't know how to make money.

The experience of aging does not need me to go into details. I can compare Liu Qiangdong's shop sales in Zhongguancun to make money and Ma Yunkai Translation Co., Ltd. to make money, and gradually establish a core team that understands business but knows how to make money. For example, Ma Yun, through the United States to understand the general trend of e-commerce development, and then through the way to make money to help companies and foreign trade and economic cooperation to build a website to make money, cut into the e-commerce B2B field continue to make money, membership fees, and then to expand the scale and development of financing Other business models, and to design a good path to make money, and gradually establish a stable business system; Another example is Liu Qiangdong, SARS led Liu Qiangdong 8 stores did not have business to do, was forced into e-commerce, and after the scale of development to obtain capital support , and master key breakthroughs - e-commerce three mountains of logistics, eliminate all criticism and pressure, continue to invest and persist, and gradually obtain competitive advantage in the fierce competition to determine the status of the stable development.

The aging is different, has always been a professional manager, the biggest aura comes from Jinshan and Lei Jun internal project - Joyo. After being acquired by Amazon, it looks at the market opportunity for the upcoming PPG collapse, where the entire initial team is basically outstanding. veteran. There was a failed entrepreneurial experience during this period of aging. This will no longer be said, but it can be judged that aged people do not have much experience in the matter of making money, and basically the career is smooth and has not experienced too much of a blow. In fact, Lei Jun is the same, but he sees through himself faster than the old age. This is because he learned the great difference between working and starting a business by selling excellent investment experiences.

It takes a couple of years to reflect on the old age, and it shows this, and I can feel from my own experience that I still haven't seen myself through the old age. At least I don’t dare to admit the truth I’m talking about right now because it’s impossible for him to face himself. And investors. But to tell the truth, earning money is really too difficult. It is so old. Many professional managers who are listed after the rapid growth of new businesses or sold without profit are also problems.

Xu Xiaohui, who had left for the first time in his old age, was also the problem. First, I did not intend to offend the brothers in this industry in this way. It was only in this way that we made us clearer to see ourselves. If everyone did not agree with this, On the other hand, the founders of the e-commerce companies that have closed down in the past few years can study this method according to my method.

Truth 2: Whoever earns money I learn, whoever gets the capital recognition I learn.

The remarks that question the aging and the team's inability to make money are believed to have existed in the early days of the establishment of the passengers, but the sound is relatively small. It is estimated that the depth of the heart is also aware of this point, but it is not publicly acknowledged. Under this kind of psychological guidance, after the changes in passengers become well understood, from the PPG to obtain financing, to learn to expand the category and then obtain financing, to learn Jingdong Jian logistics company such as wind up, learn Taobao Mall to do V +, learning only This is the case with the sale of products.

All of these practices I have written articles on risk management tips. I feel that it is not impossible to expand categories but that it is not scientifically based on my own audience and abilities without rhythm and lack of restraint. Later, my own entrepreneurial projects also made such mistakes. At that time, I was trying to increase capital sales through the expansion of categories to obtain capital support, estimate and age an idea, so it is really difficult to practice the comments; to do V+, my opinion is sure to cause the loss of the founding senior management team. After a long time, the two vice presidents announced their departure because the founding team was working hard to create a powerful e-commerce brand. V+ is the platform. This double gap in mentality and operation will inevitably lead to the creation of The team left.

It would be a good thing to turn off V+ this year, but I also learned that only VIP will do a special sale. At first I thought I was thinking of being a platform to die for a long time. Later I learned from the customer executives that I realized I could make money.” After making money first, I am surprised: This team really thinks that it is easy to make money. Vipshop can make money like this, and the effort and resources it gives can be easily copied by customers. At this time, I only understand This is the truth, because they do not know how to make money for their own brand of Vanke, do not know how to make money as a platform of V +, it is not clear how to make money. Do not know whether the capital is willing to invest money for the aged so that they continue to pay for tuition to learn this, but make it clear that the company is not a school after all, but a profit agency. You can make money now, but you must design a clear profit path.

Truth three: Can not grasp the key points, uncertain rhythm, can not build the core competitiveness of enterprises.

For every guest, the emphasis is not on who to be and who to be, but who you are and what your competitiveness is; it can be said with certainty that no company has made marketing its core competency, including Apple Inc. If this is the core competitiveness, then this world should be controlled by the advertising company. For Jingdong, his core competitiveness is logistics. For Ali, his core competitiveness is the ability of the merchant to operate. For Tencent, his core competitiveness is to make products. Of course, where the customer establishes a brand. Clear brand that nobody can say.

Millet's core competitiveness is not a mobile phone, but MIUI's operating system, and mobile phone value-added services that can make a lot of money. On this basis, Xiaomi’s marketing is only useful and lasting, but Xiaomi is a mobile phone industry. If Xiaomi does a good job and really starts the so-called “milletization,” then it’s actually and The idea is the same. If it is for a new round of financing, then I have nothing to say. After all, if passengers use this move to melt hundreds of millions of dollars, they have proved to be effective.

Truth 4: Talents and institutions do not serve business models.

After the guest is mythized, he will be a lecturer and teach a traditional brand enterprise. In fact, if he is a brand, he should be a student. After all, the brand company needs to establish the talent structure and echelon and matching organization. The architecture will not change much as the Internet's genes are added. After looking at the organizational structure and talent composition of Vanke, it is also possible to predict that the plight of passengers is not an impetuous and aggressive period. Compared with Liu Qiangdong, JD's expansion is even more rapid, but JD has been moving toward retail companies and logistics. The company's talent structure and organizational structure are adjusted by the authors and they strive to follow the development path they set. Therefore, if the three vice presidents of the object say that they have done it themselves, it will not be so strange.

Truth five: to halo, heavy marketing, light operation.

In my recruitment experience, when I met more than 20 people who left the company or were laid off, coupled with the knowledge of Vanke executives, we can intuitively feel that passengers ignore the operational talent.

Many things in this year, such as the customer's mobile phone sales accounted for more than 20% of sales, aging mobile phone office, aging, where the customer is moved to be questioned, the supplier default payment, etc., in fact, I think There is no need to cry. When it is a bit of trouble, everyone will comment on it. If companies are really in crisis and in a hurry, the correct approach can basically learn those traditional bosses - "retreat" and "low-key", and really put their minds and energy on the hard-and-tired operational work, truly let the target consumers Feeling change and value without having to do so much PR and marketing. Otherwise, under the condition that the team is getting smaller and the energy is limited, and the company culture formed by the founders' doing so, will continue to relish the inside of various bodies, causing the company's resources to be continuously consumed by the marketing, and then in the online market. Weakness in sales during upgrades, loss of confidence in unclear positioning, and introspection of death in media exposure...

Perhaps the words are too heavy, but my wish and starting point is that I sincerely hope that as a representative of the e-commerce brand in China, we can overcome the difficulties and return to the stable development of the brand, first to become our e-commerce clothing brand with respect and love. . This article is only a wake-up call to myself. I hope to think and inspire all my little friends who continue to e-commerce. This is the value that this column article wants to embody.