Yanzi Valley of Jingcheng

Chapter 75

Ren Tianxing used JK Rowling's story to motivate Guan Sha, which eventually led the other party to think that she had been fed chicken soup for the soul. This was Ren Tianxing's success and his failure.

The success was that Ren Tianxing wanted to go to Guansha's WeChat, but the failure was that the other party offered to add WeChat, but they thought the email contact method was too troublesome.

After Ren Tianxing added Guan Sha's WeChat, he stared at the other person's profile picture for a long time. He felt that the beautiful girl in the photo and the tulips in the garden behind him were not enough to compare with the real Guan Sha.

There are many kinds of beauty in the world, some are flat, some are three-dimensional, some are reserved, and some are extroverted. In Ren Tianxing's eyes, the two-dimensional plan of Guan Sha's face is far less shocking than the three-dimensional three-dimensional one. The girl is so beautiful that it is impossible to pick out any flaws.

Click on Guan Sha's profile picture, Ren Tianxing wants to see Guan Sha's circle of friends, but there is no content in Guan Sha's circle of friends. There are no prompts such as Tian’s circle of friends.

There are only two possibilities for such a situation.

The first type: Guan Sha's circle of friends is empty;

The second type: Ren Tianxing was blocked by Guan Sha.

Ren Tianxing lay on the bed and thought about it. He thought that with Guan Sha's personality, it was impossible for her not to post a single Moments for so many years. She didn't seem like the kind of person who could endure loneliness. What is the difference between the hermit in the mountains?
Therefore, the result of Ren Tianxing's deduction was very cruel, and he was blocked by Guan Sha.

Thinking of this, Ren Tianxing suddenly laughed at himself. He came to Qingyang after studying hard for ten years in the cold window, put down his dignity three times, and moved to the Yanzi Valley new-style community to live opposite Guan Sha. In the end, he still couldn't enter his circle of friends.

Ren Tianxing turned over and rested his arms on his head. After a long time, he sighed. If he was someone like Xiao Jie, would Guan Sha still shield him?

Judging from Xiao Jie's personal resume, he was a three-good pacesetter in elementary school, first in his grade in junior high and high school, received a full scholarship in university, entered the top company in the industry after working, and became a partner of Jinquan Group at a young age. Sit on the position of branch president...

If you use a Cartesian coordinate system to outline Xiao Jie's life trajectory, it is definitely a linear function f(x)=ax+b(a>0), straight up, and the slope is still a constant, which is terribly smooth.

But in this world, most people's personal development is not a linear function like Xiao Jie's. Their life trajectory is very similar to the stock trend chart of the secondary market, with ups and downs, ups and downs, constant shocks, and even ups and downs. A gorgeous curve of rapid growth after a sharp decline.

Ren Tianxing, who was kicked out by Jin Quan many times, experienced a sharp downward curve. That was the "darkest time" in his life. At that time, he also felt powerless and hopeless, but his choice was to pass all negative emotions through Shouting loudly to vent out, even if Du Jing said that he was a pig calling that disturbed the people, he didn't care.

Ren Tianxing finally walked out of his "darkest time" with his own efforts and willpower, and he hoped that Guan Sha could also come out.

Although Guan Sha complained that Ren Tianxing sent her chicken soup texts, she could feel Ren Tianxing's concern for her as a friend, and she was also willing to calm down and think about the "darkest time".

Where there is despair, there is hope.

JK Rowling said: "Failure means stripping away those unnecessary things, so I stop pretending to be myself, distance myself, and start to focus all my energy on the things that matter most to me."

This failure undoubtedly made Guan Sha understand the real herself better. She not only saw her current ability clearly, but also proved that it was too late for her to go on the road of live broadcast and beauty makeup. Success is not impossible, but this It will become a small probability event in Xiao Jie's mouth. If it is guaranteed to happen, the experiment will have to be repeated infinitely many times. It is obvious that Guan Sha does not have such time and energy.

After eliminating the two wrong options, Guan Sha felt that she really shouldn't be pessimistic, at least she was one step closer to the correct answer.

There is no moonlight outside the window, and the night is too dark. It seems that only such a color without a trace of impurities can make Guan Sha calmly reflect and grow thoroughly.

Guan Sha thought of Steve Jobs, the founder of Apple.

Jobs, who was forced to leave Apple for 11 years, experienced a very long "dark time" in his life, but that time gave him enough time to think calmly. Jobs began to learn to look at problems from the standpoint of others, and became a A successful entrepreneur with a holistic view, which laid a solid foundation for him to return to Apple and eventually create products that changed the world.

The wealth that is exchanged for pain is the journey to self, which is more useful than any qualification certificate.

Now Guan Sha finally understands that commodity pricing is not a matter of slapping the head. A product with a high enough gross profit margin must have a brand premium. This is why some merchants price a lipstick with a cost of 10 yuan at 38 yuan. Can be priced at 538 yuan.

A brand recognized by consumers is the precipitation of good products in space and time.

Guan Sha's "Shahuang" brand lipstick can't break out of her own living space, so naturally she can't settle in time, because the product is already unsalable before she starts to settle. Think carefully, a new company's new product depends on Why is the cost of 10 yuan priced at 128 yuan?

Guan Sha should have understood this a long time ago. Perhaps it was because her thinking was too simple, or perhaps it was because she had a fluke mentality and wanted to become a phoenix through the lucrative beauty industry, but the shortcut she thought was proved to be ineffective at all. exist.

In today's market competition, it can be said that when the number "128" is printed on the lipstick price by Guan Sha, she is doomed to fail.

Guan Sha looked back and realized that Ni Die’s team was helping her with the original price that killed her. For new brand merchants, the most important thing is to complete the original capital accumulation with small profits but quick turnover. Guan Sha can definitely start with low-end products. Brand, wait for its success, and then slowly move towards the high-end route.

Similar to Guan Sha's self-reflection, Ren Tianxing at the opposite door is also going on in his mind.

Xiao Jie said to him before: "When we look at risks, we have to look at the whole. Look at Ye Taodu's current or future competitors. If the same risk runs through the entire industry, then it is not a risk."

In Ren Tianxing's view, even though Ye Taodu is the leader of a domestic beauty company, its research and development expenditures are pitifully small, but when Ren Tianxing looked at the financial statements of all the international big beauty cosmetics companies, he found that there is no one in the world The research and development expenses of cosmetics companies exceed 3.5%, and most of them fall in the range of 1% to 3%.

Ye Taodu's emphasis on product research and development is actually not much different from that of other peers. If players in the market have this defect, then Ye Taodu's "low proportion of research and development expenses" is indeed not a risk, at least not Key risks that venture capitalists should consider.

It's just that Ren Tianxing's straight male nerves make him dislike cosmetics that don't have too advanced technological content. Since players all over the world have this defect, this is also Ye Taodu's room for improvement. It has the ability to increase investment in research and development to produce domestic beauty products with better quality and higher cost performance.

Thinking of this, Ren Tianxing immediately turned on the computer, and wrote an email to Xiao Jie while wearing big underpants.

Because this involves the question that Xiao Jie asked him before: how to solve Ye Taodu's current marketing dilemma?
The problem of marketing does not necessarily have to be solved at the marketing level. In other words, in terms of marketing, Ren Tianxing feels that Hu Hai is already a top master. With his current level, he has no other supplementary suggestions to provide, but in the long run, improving the product The high-tech content will undoubtedly benefit product sales in the long run, not just sales, but also greatly help in improving consumer reputation.

What Ren Tianxing did not expect was that his suggestion was finally adopted by Ye Taodu because of the joint efforts of Xiao Jie and Hu Hai. However, the field of adoption was not Ye Taodu's beauty products, but skin care products. Therefore, I made a special appointment with Ren Tianxing.

"It turns out that the company invested less in research and development, which is also due to the industry." Hu Hai said, "It is actually difficult to clearly convey the differences in technological content of different makeup brands to consumers, which is completely different from the experience of using mobile phones and computers. For example, the lipsticks of the same international brands, in addition to the color and texture, ordinary consumers will say that I use this one well, and that one feels average... Although the consumer experience is different, it is very vague. Applying make-up is inherently damaging to the skin, which is different from skin care products, which is why companies in the market do not pay much attention to research and development.”

Hu Hai said that Ye Taodu will increase investment in biotechnology in the future, such as focusing on the research of anti-aging ingredients.

"We plan to increase the research and development ratio to 15% in the future." Hu Hai said to Ren Tianxing, "You are right, young man, Ye Taodu must increase investment in this area, because we lack a product like Lancome's small black bottle or Estee Lauder's small brown bottle." Bottles are such a star product that can be sold. With such a product, consumers will naturally spread the word of mouth, and the marketing cost will be greatly reduced. Just like the salesman of the iPhone, the sales ability is almost unnecessary, and all that is left is to teach others how to use it. It's the phone's job."

Xiao Jie was generally satisfied with Ren Tianxing's performance, this young man who no department was willing to accept followed him like a skirmisher, and unexpectedly produced a surprisingly difficult effect.

Hu Hai's overwhelming civilian advertising route made Nana's nose bruised and her face swollen, coupled with Guan Sha's revelation of Yun Xiabai's black material, the top domestic king of goods has been discredited since then, and Nana's brand reputation has also been completely crushed Whether it is Yun Xiabai who really doesn't know the factory cost of Nana's mask or whether he intends to deceive consumers is unknown, at least he himself has tried his best to deny his knowledge through social media.

Hu Hai's reshaping of Ye Taodu is not just as simple as advertising and marketing. His big data analysis system based on social platforms has already been built. Through real-time observation of consumer preferences, he can guide Ye Taodu to launch suitable new products. appetite for the market.

Ye Taodu will launch new products almost every quarter, and every time a new product is launched, it is as precise as a piece of fat from the sky to a hungry vulture. This makes Ye Taodu maintain a stable gross profit margin, Operating income increased significantly.

Xiao Jie finally understood Hu Hai's "vulture style of play". The beautiful financial data naturally convinced Xiao Jie to persuade Jin Quan's investment committee to increase investment in Ye Taodu. The direct financing of equity made Ye Tao Du did not need to continue to borrow money from the bank at high interest rates, so Ye Taodu's debt ratio gradually decreased, and finally stabilized at around 15%, and his financial situation was very healthy.

As for Ye Taodu's successful listing three years later, the establishment of the research and development base and the establishment of the color laboratory are all things to come.

Xiao Jie has a deep friendship with Hu Hai, and he has no doubts in Hu Hai's ability, but in saving Ye Taodu, the role played by Ren Tianxing and Guan Sha cannot be underestimated.

Xiao Jie has a feeling that he has a deep connection with these two young people who are just out of society.

(End of this chapter)