Business Experience: The Business Wisdom of China's Top Ten Business Groups
Chapter 11 Taiwanese Entrepreneurs—A Flexible Mind and a Persevering Spirit
Chapter 11 Taiwanese Entrepreneurs—A Flexible Mind and a Persevering Spirit
Taiwan is a shining pearl in the South my country Sea.It is beautiful and rich.On this treasure island, not only are there rich products, but all Taiwanese businessmen are very shrewd and are masters of making money. "360 lines, there are Taiwanese businessmen everywhere." This sentence is not an exaggeration, which shows that Taiwanese businessmen can do business, are good at doing business, and dare to do business.Patience and stubbornness are the most notable characteristics of Taiwanese businessmen, which are not only reflected in their business, but also in their attitudes towards people.Taiwanese businessmen are not afraid of hardships in doing things. They believe that doing business requires a flexible mind, but what is more needed is a persistent spirit.
Patience and perseverance are indispensable. Taiwanese people can endure hardships, and they have an indomitable tenacity.Over the years, Taiwanese businessmen have faced many difficulties, but they have been able to overcome difficulties, fight hard, and show the spirit of perseverance and hard work.In order to achieve a certain goal, they show an indomitable spirit, but in their persistence, they will constantly change their methods and pursue new breakthroughs.
Many people know that it is not uncommon for people to get rich overnight by starting a business online, but few people know the bitterness behind them.Duan Xiaolei, President of Taiwan Online Network, is most deeply moved by all this.
Duan Xiaolei once sold fax machines and printers after graduating from university.Later, I joined Acer Computer Company, which had only 20 people at that time, and worked for 8 years. In 1986, he wanted to start his own business, so he resolutely left Acer and went to Silicon Valley to venture into the world, imagining that one day he would become famous in one fell swoop.But after leaving Acer, Duan Xiaolei realized that starting a business is not so easy.At that time, he had neither money nor relationship, and he didn't even know what he wanted to do, so how could he talk about starting a business.In the end, he was penniless and had no one to rely on, so he had to drive a second-hand box car to sell second-hand goods in Chinatown every day to make a living.When you’re hungry, you eat it casually; when you’re tired, you sleep in the car.In this way, he started his entrepreneurial journey with difficulty.
In 1991, Duan Xiaolei founded Utron with the small capital accumulated over the years, and started his first entrepreneurial journey in the business of motherboards and notebook computers.But the good times didn't last long, as Compaq cut prices, he quickly lost everything.For his second venture, he decided to develop new products.Seeing the excellent prospects of the semiconductor industry, he planned to make a window accelerator chip to improve the efficiency of the window.After working for a long time, the hard line was launched, but the soft line could not be made, and the company closed down again.Fortunately, Duan Xiaolei is born a person who refuses to admit defeat.The third time I started my business, I was invited by Tai Zhonghe, the old executive of Acer, to help reorganize a small company. The main products of this company are regional network name software and network cards.Just when the reorganization was about to be completed, another major change occurred in the market. Not to mention the failure of the company, Duan Xiaolei finally had problems with his livelihood.
The successive blows made Duan Xiaolei's situation very embarrassing.A few years have passed, not only the career has not been successful, but even the food and clothing of life have problems.It didn't take long for his marriage to turn red.However, when he remembered that he had promised his old father in the terminal stage of cancer that "No matter what, I will definitely get up again if I fail", he is determined to move forward at the age of 40.He knew that if he didn't succeed, he might never have another chance, so he had to cheer up and face the difficulties.
In February 1996, after years of hard work, Duan Xiaolei was finally able to stand up.He founded Wangwang with a capital of 2 US dollars. He is mainly responsible for providing hosting services. In addition, he is also the network center point of major ISPs.
The creation process of Wangwangwang was not all smooth sailing.Once, he was about to have his cord cut because he couldn't pay a $5 phone bill.Old friends who can borrow money have borrowed money many times, and they have no face to borrow money again.Later, he ran into a classmate in college, and he directly asked to borrow money.Although the other party didn't know exactly what Wangwangwang did, but because of the good economic conditions, he promised to borrow money and remitted 13 US dollars the next day, which allowed Wangwangwang to get through the crisis without any danger.
In this way, Wangwang came over stumbling and slowly getting better. At that time, its operating income exceeded 1300 million US dollars.Although the company has not yet made a profit, its innovative business model has won the favor of international venture capital. In October 1998, Wangwangwang's stock went public again.When it was first listed, the stock price was only 10 US dollars. Later, the stock price soared, once reaching more than 13 US dollars. In May 150, one share was exchanged for two shares.In November of the same year, the market value of Wangwangwang reached 1999 billion US dollars.
Having become famous, he bought 20 acres of land near Silicon Valley not long ago, planning to build an orchard so that busy Silicon Valley people have a good place to relax.In addition, he spends several afternoons each week reviewing new investments.He plans to invest in three or four companies, although the scale is small, but he wants to get a taste of what it is like to be a venture capitalist.Because, the hardships of starting a business made him understand a lot, and he will continue to do it forever.
For any entrepreneur, there must be a kind of unbelievable tenacity and persistence, to get up again after failure, until success.
Business experience
For any entrepreneur, there must be a kind of unbelievable tenacity and persistence, to get up again after failure, until success.Thoughtful service is the golden key to open the market. Commodity trading is the direct contact between buyers and sellers. Therefore, the seller's service attitude is a big issue related to their own business.If you have a warm attitude and considerate service, you will make customers feel comfortable, and they are willing to buy and introduce others to buy your products.In any case, this should at least become an important part of business expansion, and it should also become one of the important business ideas for creating high-quality services and providing a comfortable consumption environment for customers.
There is a beauty and fitness salon in Taiwan called "Kagura Beauty Salon". The thoughtful service and unique management method of this fitness salon let many people know that "there is also a free lunch in the world".
The "Kagura Beauty Salon" beauty and fitness center has complete fitness equipment. There are many people here every day, and the business is very prosperous.Under the guidance of the owner, Ms. Chen, the guests use various fitness equipment, plus appropriate temperature, heat therapy, and infrared penetration therapy, which can produce very good medical effects.Many intractable diseases diagnosed by doctors as untreatable have been cured by this kind of fitness treatment.Moreover, lying on the bed makes the muscles and bones of the whole body comfortable, the blood circulation is good, and it is very comfortable. Therefore, most people do not want to get up after finishing, and most of them become frequent visitors.
Many people may think, how much does it cost?In fact, these are completely free services. Even if someone comes to use the fitness equipment every day, it is still free and popular.But who would have thought that even so, Ms. Chen still has a monthly income of more than 6 Taiwan dollars-this is mainly maintained by selling fitness equipment.Some people may ask, why did she open a fitness center instead of making fitness equipment in the first place?
The cleverness of this owner is that unless you experience the effectiveness of fitness equipment yourself, you cannot convince others to believe it, and it will not be effective if you use it only once or twice. It must be used for a long time to show its excellent performance. function.Therefore, the guests who use the fitness center for free for a long time are reluctant to stop using the fitness equipment without exception, and finally ask to buy one.This makes the hospital's business very hot.
Some people who come here for free treatment still often come to this fitness center after recovering their health.In this way, they can tell their experiences to new customers, and take the initiative to help new customers, and they also constantly introduce friends, neighbors, relatives, and familiar people to do fitness and recuperation, which makes the fitness center have an endless stream of new customers.The newcomers have old customers explaining how to use the fitness equipment in detail, and soon the newcomers are familiar with the environment, and they are eager to teach the next batch of newcomers.So much so that when outsiders first came in, they thought they were salesmen.In fact, this is because the fitness center is for the purpose of service.Since it is completely free and open to the public, the guests will also help each other and are willing to serve others.
Now, there are many similar health and beauty salons in Taiwan.Many people use their residences to set aside a corner to run a fitness center. Most of the operators are housewives. They use the fitness center as a sideline business, but they can earn a lot of profits from it.
Business is a service that contributes to the public, therefore, profit is the reasonable remuneration it deserves.Business exists to serve the society, and the reward for service is to get profit. If no profit is obtained, it means that the service to the society is not enough.Therefore, only with perfect service, customers will willingly let you make money.
Business experience
Only with perfect service, customers will willingly let you make money.Wang Po sells melons, sells her own boast As the saying goes: "Wang Po sells melons, she sells her own boast." To do business, you have to sell your own products. This is a logical thing from ancient times to the present.
"Wang Po sells melons, sells melons, sells melons and boasts", which is actually a manifestation of the improvement of commodity management awareness.As long as the "melons" sold are as "sweet and delicious" as they boast, it will not only help to prosper the market, but also conform to the interests of consumers.
At all times and in all over the world, there are countless examples of success through "self-selling and boasting".
There is a chicken vendor in the United States named French King Ke Pidou, who is good at "selling melons". He not only sold his own "melons", but also "sold" himself.Back then, Pidou went on TV to promote his home-grown chicken, which was rarely seen.To put it bluntly, Pidoo's ad was bland, just a guy who looked like a plucked rooster promoting a product, and that guy was the company's boss—Pidou himself.Not only did he sell his product, but he also introduced himself to people.
It's a Jewish business rule: when your product is of better quality than someone else's, advertise it with great fanfare.Taiwanese businessmen also use this law properly.
There is a screw factory in Taiwan that does just that.At that time, their production technology and equipment were first-class, and the quality of their products far exceeded other similar products on the market.However, due to their high production costs, the price of the products is about [-]% higher than other similar products, which brings great difficulties to the sales of the products.
Later, the salesman of this screw factory came up with a way.Every time he went to a user, he always politely asked the other party to soak the products of the factory and the screws produced by other manufacturers in a basin of salt water at the same time, then took out the screws together, put them aside to dry, and explained to the head of the household. Check back next week for results.A week later, the salesman came to the door again and, together with the head of the household, observed the screws that had been left out last week.As a result, other screws that had been soaked in salt water were rusty, but the screws he sold were not rusty.
At this time, the salesman took no time to introduce the advanced production technology and equipment of the factory, the superiority of the product, and the reason why the price of the product is higher than other similar products sold in the market, to the head of the household in detail. .Afterwards, he settled an account with the head of the household. Although the price of the factory's screws is slightly higher than other similar products, it is still more cost-effective due to the good quality of the products and the low depreciation rate.In particular, the factory's screws are of good quality and are safe and reliable to use. This advantage is unmatched by other similar products.After the salesperson's actual test and detailed introduction, almost all the users were convinced and voluntarily switched to the factory's screws.In this way, the products of the factory finally occupied a large market.
From this point of view, new products always have a new face. If everyone is to recognize this face, it is really impossible not to "selling melons by the queen, selling melons and boasting".
Business experience
When your product is of better quality than others, it should be advertised with great fanfare.Accurate positioning, shaping success The word "positioning" was put forward by American advertising scholar Chu Laut in 1969, which means "establishing a specific position of a product in the market".Through functional positioning, you can highlight the unique functions of your products, form a competitive and distinctive personality, and then expand your influence.
Japan's Mos Burger fast food's strategy of "doing the opposite" to McDonald's can be regarded as a classic in the product positioning strategy.Mos Burger is Japan's No. 1000 hamburger restaurant, with more than [-] chain stores. Since its establishment, it has competed with McDonald's, the world's largest fast food company, but its strategy is just the opposite of McDonald's.
McDonald's is targeted at customers, so it is necessary to choose a good location, and the selling point is fast service.However, Mos Burger is the complete opposite. It takes a fixed customer base as its consumption target, launches street battles, and uses stores in poor locations to operate; moreover, because it makes food by itself, customers need to wait for a while.This is at a disadvantage compared to McDonald's.In order to offset these unfavorable factors and show the advantages of Mos Burger, it is necessary to develop food suitable for Japanese tastes, and from the very beginning of operation, we must implement our corporate culture - "spirit of hospitality", so that customers can enjoy meticulous care Take good care of.
Mos Burger is an example of differentiated marketing. It took a different marketing path from McDonald's, and it also achieved great success.It has won the victory of business strategy with its special food and specific customer level.
At the very beginning of doing business, you should set a good position for your own products, which is the primary issue of operation.Without positioning awareness, you will not only lose money, but also lose yourself in the competition.Positioning is what you do to the prospect, in other words, you position the product in the prospect's mind.
Talking about the way of operating coffee shops, Huang Daoping and Zhuang Songli, Taiwanese businessmen who run the coffee industry in Beijing, believe that in the face of strong competition from large coffee chain stores, small size and exquisiteness are the key to personal investment in coffee shops.
Huang Daoping can be regarded as the No.1 in coffee training in the mainland. In 2000, he saw the almost blank coffee consumption market in the mainland and opened the first coffee training classroom in the mainland in Beijing. He has trained five to six hundred students so far. .At the same time, he also provides various information and suggestions for friends from Taiwan to open cafes in the mainland. People in the industry on both sides of the Taiwan Strait affectionately call him "Mr. Huang".
With the preliminary market, it is necessary to carry out accurate positioning in the market.In this regard, Taiwanese businessman Zhuang Songlie pointed out: "The current cafes in mainland China are still in the stage of copying and imitating. There are not many cafes with individuality and creativity. This positioning is not competitive."
In 1997, Zhuang Songlie founded the "Sculpture Time" coffee shop in Beijing. After more than a year of dismal operation, the coffee shop has gradually become famous and has become a leisure and fashionable place where students, intellectuals and people in the literary and art circles gather. , has now opened 4 branches in Beijing.
Regarding his own success, Zhuang Songlie believes that it is mainly due to his accurate positioning.Most of his cafes are located around the university, and feature book bars and movie bars, making his cafe a leisure space with cultural taste.The cultural theme is the business philosophy of "carving time". Zhuang Songlie often holds cultural activities such as new book releases and film lectures in the cafe, making the cafe always full of cultural atmosphere.
Of course, positioning is not done once and for all.Global management guru Ram Charan once said: "Your positioning makes money today, but it doesn't mean you can make money tomorrow. The changes in today's world are frequent, deep and intense, which means you must Constantly shape and reshape your business to adapt to these unprecedented changes and ultimately fulfill your desire to make money.”
Business experience
Through functional positioning, you can highlight the unique functions of your products, form a competitive and distinctive personality, and then expand your influence.Details determine success or failure. Lao Tzu said: "Difficult things in the world must be done in an easy way; great things in the world must be done in detail." This sentence profoundly points out that if you want to accomplish great things, you must start from simple things and must start from subtleties start.For modern enterprises, winning with fine details is another important way for enterprises to seek development.
Wang Yongqing, chairman of Formosa Plastics Group, known as the "God of Management", is a typical representative of "winning with fine work". 16-year-old Wang Yongqing came to Chiayi from his hometown to open a rice shop.At that time, there were nearly 30 rice shops in Chiayi, and the competition was fierce.At that time, Wang Yongqing, who had only 200 yuan in capital, could only rent a small shop in a remote alley.His rice store was opened the latest, with the smallest scale, not to mention any popularity, and it can be said that it has no advantages.During the days when it was newly opened, the business was deserted and empty.
At that time, some time-honored rice shops occupied a large market in the surrounding area, but Wang Yongqing's rice shop could only do retail sales because of its small scale and low capital.Those time-honored rice shops in good locations are also engaged in retail while doing wholesale. No one wants to buy goods from his remote rice shop.But Wang Yongqing was not discouraged, and tried every means to manage it hard, and even went door-to-door to sell the rice cooker behind his back, but the effect was not very good.
Wang Yongqing thought hard about how to open up the market.He felt that in order for Midian to gain a foothold in the market, he must have some advantages that others did not or could not achieve.Later, after careful consideration, he decided to open a breakthrough from every grain of rice.At that time in Taiwan, farmers were still working by hand. Due to the backward technology of rice harvesting and processing, many small stones and other sundries were easily mixed into the rice. People had to wash the rice several times before cooking. ,Very inconvenient.
Wang Yongqing decided to seize this opportunity and find an entry point from this commonplace.He first sorts out the chaff, sand and stones mixed in the rice, and then sells them.For a while, the housewives in the town said that the rice sold by Wang Yongqing was of good quality, which saved the trouble of washing rice.In this way, the business of the rice store is booming day by day.
Wang Yongqing is not satisfied with this, he still has to work hard on rice.At that time, customers would come to buy rice and deliver it home by themselves.This is not a big deal for young people, but it is not very convenient for old people.And young people have no time to take care of housework, and most of the customers who buy rice are elderly people.Wang Yongqing noticed this detail, so he took the initiative to deliver rice to the door. This convenient service measure for customers is also very popular.At that time, there was no such thing as "door-to-door delivery", and adding this service item was a pioneering work.
In fact, home delivery also has a lot of detailed work to do.Even today, home delivery is, at best, nothing more than delivering goods to the customer's home and placing them where they are needed.So, how did Wang Yongqing do it?
When Wang Yongqing delivers rice, he doesn't just deliver it to the customer's doorstep, but also pours the rice into a rice jar.If there is still old rice in the rice tank, he will pour out the old rice, wipe the rice tank clean, pour new rice in, and then put the old rice back on the upper layer, so that the old rice will not deteriorate due to long-term storage .Wang Yongqing's meticulous service moved customers deeply and won many customers.
In addition, every time he delivered rice to a new customer, Wang Yongqing carefully recorded the capacity of the family’s rice tank, and asked how many people in the family eat, how many adults, how many children, and how much each person eats. Based on this, he estimated the capacity of the household. The approximate time when people will buy rice next time is recorded in the notebook.Moreover, when the time comes, he will take the initiative to deliver the corresponding amount of rice to the customer's home without waiting for the customer to come to the door.
Wang Yongqing's thoughtful service made Chiayi people know that there is a Wang Yongqing who sells rice and delivers it to the door in the alley at the end of the rice market.After gaining popularity, Wang Yongqing's business became even more prosperous.In this way, after more than a year of capital accumulation and customer accumulation, Wang Yongqing decided to set up a rice mill by himself.He rented a house several times larger than the original one on the busiest and busiest street frontage. He used it as a pavement facing the street and a rice mill in the middle.In this way, Wang Yongqing started his career as the richest man in Taiwan from a small rice store business.
Don't think that creation has to be vigorous and earth-shattering. As long as we do a small job like a grain of rice well, it is also a kind of creation.
Business experience
If you want to achieve great things, you must start with simple things, and you must start with subtleties.The biggest risk is not to innovate. The development of things is always a process of destroying the old and creating the new. If you don’t abandon the old, how can you create new ones?In the past, people liked to regard innovation as a risk, but today's market has already proved that non-innovation is the biggest risk.
Taiwan Pacific Construction Company is one of the best giants in the local real estate industry.Due to the long history of the company, the operation and management are on track, and the houses launched have a good reputation in terms of design and quality.For more than a decade, more than 90% of the houses launched by the company have been sold out during the pre-sale period, even if the price is slightly higher than that of competitors. This is because they often have genius-like creative masterpieces in advertising.
A few years ago, the company launched the "Sunshine Mountain Forest" villa area near Yangmei, and it started to sell very hard.Because it is too far away from Taipei, it hinders customers' interest in visiting.If no one came to the door, of course there would be no sales.To this end, the company held a review meeting to plan countermeasures.Everyone agreed that the location, value and development potential of "Sunshine Mountain Forest" are all competitive to a certain extent. The problem lies in not attracting customers to visit.So, how can we break through this problem?
After painstaking thinking, a master planner proposed to build a tennis court first, hold various tennis competitions, and cooperate with the Tennis Association to provide venue equipment free of charge, and move important competitions to the "Sunshine Mountain Forest".Holding ball games on construction sites, especially high-level sports like tennis, will of course attract athletes and those who like this way to visit.
As a result, when the first-class tennis court was built and a number of important competitions were held successively, the "Sunshine Mountain Forest", which was originally a deserted construction site, was full of traffic and crowds every holiday. The upper-middle-class people with ability, the villas that no one cares about are sold out one after another.
High risks must have high rewards. It is difficult to achieve success in any career without the courage to take risks.Establishing a foundation and obtaining wealth requires a bit of luck, and more importantly, the courage to dare to innovate.
In a short period of time, Taiwan Uni-President Enterprise Group has grown from an unknown small company to become the "leading leader in the food industry" in Taiwan.And these achievements are due to the company's risk-taking and innovative managers, HD Yuan.
Few people know that HD Source originally operated in the textile industry.As early as 1955, when Gao Qingyuan became the manager of the business department of Tainan Textile Company, he decided to make a big move based on his profound knowledge of the Doctor of Laws obtained from the University of California-Lincoln and the rich experience accumulated in the textile industry for many years.
At that time, Tainan Textile Company produced a fabric called "Prince Dragon".In order to make consumers have a deep understanding of this kind of fabric and quickly open up the market, the adventurous high-definition source decided to take the lead in advertising on TV for publicity.Although the advertising cost is very expensive, the publicity in this way has received good results, which has greatly increased the sales of products.At that time, many conservative people believed that this was a commodity risk, and the increase in promotional expenses would increase the price of the product, which would inevitably damage the interests of consumers and thus affect the sales of the product.
But Gao Qingyuan remained unwavering. He thought the risk was worth it, and the things people feared would not happen.So he resolutely decided to add another 10 Taiwan dollars to the advertising fee for the second month.HDYUAN's "dragon crossing the river" style of publicity has made "Prince Dragon" famous.
Just when the development of Tainan Textile Company was going smoothly, when people thought Gao Qingyuan would continue this glory, he resolutely chose to give up, left Tainan Textile Company, and turned to the food industry.Gao Qingyuan believes that with the development of society and the improvement of people's living standards, people's requirements for food will also increase. High-quality, delicious food with good color and flavor must be the food people pursue, and the food industry has a bright future.
In this way, Gao Qingyuan established a "unified enterprise" with only 1967 people in 82.At first, the company started with the production of flour, and gradually developed into one of the largest private enterprises in Taiwan, becoming the Optimus Prime of Taiwan's food industry.Its products are sold in various regions of Taiwan and entered the international market. In 1985, the company's turnover reached 150 billion yuan.
The management ability of high-definition sources has been brought into full play in the development of Uni-President Enterprises.He is not a dictator. He respects the rights of shareholders and workers to the management of the factory, and separates decision-making power from management power, allowing him to detach himself from complicated company specific affairs and concentrate on studying the company's business decisions.He often said: "This is how things are done, I don't care about the process, but the result must be as good as the company requires."
HD Source advocates that unified enterprises should adopt the strategy of reducing costs and diversifying their operations.To reduce costs, we should start with improving the level of production technology and improving work efficiency, rather than buying low-quality and cheap raw materials.Diversified operation means that the company's development direction is not limited to the narrow world of the food industry, but also develops diversified operations, develops industries such as industry and commerce, finance, and tourism, and makes these industries form a unified enterprise group in the company to strengthen The company's competitiveness in the market.
Relying on this innovative and adventurous spirit and unique management methods, HDYUAN has built Uni-President into a large enterprise group leading Taiwan's food industry.
Business experience
Today's market has already proved that not innovating is the biggest risk.The strategy of "drawing money from the bottom" in the art of war can be understood as: avoiding the enemy's edge, not fighting the enemy recklessly, but using various methods such as cutting off the enemy's food, water, and return routes to weaken the enemy's strength, so as to attack win.
At the end of the Eastern Han Dynasty, Yuan Shao in Hebei Province took advantage of the situation to rise up.In 199 AD, Yuan Shao led an army of 10 to attack Xuchang.At that time, Cao Cao was guarding Guandu with only 2 troops.The two armies faced each other across the river.Relying on the large number of troops, Yuan Shao sent troops to attack Baima.On the surface, Cao Cao gave up on the white horse, and ordered the main force to drive towards the Yanjin Ferry, in a posture of crossing the river.Yuan Shao was afraid of being attacked from the rear, so he quickly led his main force westward to prevent Cao Jun from crossing the river.
Unexpectedly, after Cao Cao bluffed a shot, he suddenly sent elites to attack the white horse, beheaded Yan Liang, and won the first battle.Since the two armies have been stalemate for a long time, the supply of food and grass for both sides has become the key.Yuan Shao mobilized more than 1 carts of grain and grass from Hebei, and gathered them in Wuchao, 40 miles north of the base camp.Cao Cao discovered that Wuchao was not heavily defended, so he decided to attack Wuchao and cut off its supply.He personally led 5000 elite soldiers under the banner of Yuan Shao to rush away at night and attack Wuchao at night.Wuchao Yuan Jun has not yet figured out the truth, Cao Jun has surrounded the granary.A fire was ignited, and suddenly thick smoke rose.Cao Jun took advantage of the momentum and wiped out Yuan Jun who was guarding the grain, and Yuan Jun's [-] carts of grain and grass were instantly reduced to ashes.
When Yuan Shao's army heard the news, they were terrified, their supplies were cut off, and their morale fluctuated. Yuan Shao lost his mind for a while.Cao Cao launched a full-line attack at this time, Yuan Jun's soldiers had lost their combat effectiveness, and the 10 troops scattered and fled.Yuan Jun was defeated. Yuan Shao led [-] soldiers, broke through the siege with difficulty, and returned to Hebei, where he never recovered.
"Use soup to stop the boiling, the more it boils, the more it boils, the more it stops." Cao Cao defeated Yuan Shao by drawing fire from the bottom of the pot.Therefore, "it is better to draw salary from the bottom of the pot to stop the boiling", but "salary" must be the key resource of the enemy and the bottleneck of its development.In today's business world, there are many examples of using this strategy to defeat the enemy.
In Taiwan's beverage market today, King Car's coffee and functional drinks are deeply loved by the public.However, in the era when Jinche just emerged 24 years ago, the beverage market was completely monopolized by the famous black pine company, which had an unshakable leading position, and Jinche, a small emerging company, could not compete with it.
However, Li Tiancai, chairman of Jinche, boldly challenged Heisong with the momentum of a newborn calf.Li Tiancai deeply understands the truth that "innovation is easier to succeed than imitation", and he is determined to make products that are different from others.So he didn't follow the soda and root beer route of black pine, and boldly launched canned Brown coffee.At that time, the trend of drinking coffee in Taiwan had just started, so people felt particularly fresh and interesting about coffee. The introduction of coffee made King Car occupy a large market in one fell swoop.Then, King Car launched Blue Mountain, Jindian, New York, Mandheling and other sub-brand coffees one after another, and took advantage of the momentum to launch the most popular fiber drinks and functional drinks that meet people's needs.In this way, the freezers of all stores in Taiwan are filled with King Car products.This time, after 18 years since its establishment, Jinche finally surpassed the unresponsive and unresponsive leader - Heisong Beverage.
In fact, Jinche's strategy of "squeezing others out of the shelves" is to use the strategy of "drawing salary from the bottom of the pot".Use your own many commodities to crowd out other people's commodities, so that others have no wages to burn, while your own burns vigorously.Once the freezer is opened, no matter how the customer takes it, it is a product of King Car.The once popular black pine has been completely submerged by the products of Jinche. It is no wonder that the rookie Jinche can beat the old black pine!
In the market competition, the strategy of "drawing salary from the bottom of the pot" is to ask the operators to grasp the decisive factors of the problem when dealing with certain specific problems, and to avoid direct conflicts in the competition. Instead, weaken the key factors that enable the opponent to take the initiative, fundamentally disintegrate them, force the opponent to make concessions, and thus win.
Business experience
If you use soup to stop the boiling, the more the boiling will not stop, but if you remove the fire, it will stop.Operating at a loss is sometimes a kind of foresight. Sometimes doing stock trading is similar to doing business.
We know that it is inevitable that you will be trapped when you are doing stocks. When you face the stocks that are trapped, sometimes you have to calm down and sort it out to see if it is worth being trapped for it.If you find that the quilt is beneficial to you in the long run, you can also get quilted once in a while.
Which stock is worth buying for it?It is mainly supported by performance, and it is also stuck due to the decline, and it is mainly "brought down" with the decline of the market.Of course, there is another situation, if the market shows no obvious signs of weakening, and its decline will obviously shake up the position of the dealer.There are all kinds of signs that the dealer is not out yet, and it is worth setting for it.Once the market of the former type of stocks strengthens, they will naturally stand out first; as long as the latter type of stocks hold their breath a little, once the market makers have completed the task of washing the market, they will soon continue to rise.
Sometimes, after throwing away stocks that lack favorable factors, you will suffer a certain loss, but you will gain time, opportunities, and capital, and then look for ways to make money in other stocks. It is a reason to use incredible loss-making businesses to revitalize funds.
Shi Zhenrong, chairman of Taiwan Acer Group, has such a profound experience since he was a child.
Shi Zhenrong lost his father when he was 3 years old, and only he and his mother depended on each other for life.In order to make a living, he and his mother sold duck eggs, stationery, and knitted sweaters... After Shi Zhenrong became successful, he mentioned his childhood experience of selling duck eggs more than once.He once helped his mother sell duck eggs and stationery in the store at the same time.Duck eggs are 3 yuan per catty, and can only earn 1 cents, and they are easy to deteriorate. If they are not sold in time, they will be broken, causing economic losses; stationery has high profits. Doing a business of 3 yuan can earn at least 10 yuan, and the profit exceeds 4 yuan. %, and the stationery will not be broken.
On the surface, selling stationery is better than selling duck eggs.But when Shi Zhenrong told his experience, he said that selling duck eggs is far more profitable than selling stationery.The profits of duck eggs are thin, but they can be turned over once every two days at most; the profits of stationery are high, but sometimes they cannot be sold for half a year or a year, because they occupy funds, and the profits will be eaten up by interest earlier.Duck eggs are less profitable, but sell more, so the profit is far greater than that of stationery with slow turnover.
Shi Zhenrong later applied the experience of selling duck eggs to Acer, and established a "small profit but quick turnover" model, that is, the product price is set lower than that of the peers. Although the profit is low, the number of customers increases, the capital turnover is fast, and the cost is greatly reduced. Profit is greater than other peers.
In the early 20s, a foreign electronic instrument import and export company introduced two batches of export tasks totaling 90 tire pressure gauges to an instrument factory in Taiwan, but each unit price was only US$65.For this almost "losing money" business, should you accept it or not?
The instrument factory organized personnel to analyze the international market situation of this product and the structure, process, and cost of incoming samples, and learned that the international market has a huge demand for pressure gauges. As far as automobile tire pressure gauges are concerned, the annual The demand is more than 1500 million pieces.For this product, as long as it is managed well, there can be little or no loss.Through the analysis, this instrument factory made up its mind: take a long-term view, in order to occupy a market with great potential for a long time, even if it loses temporarily.
Finally, with the joint efforts of all staff, the instrument factory finally completed the first batch of export tasks on time, quality and quantity, and won praise and trust from foreign businessmen.Not long after the delivery, the foreign businessman proposed to sign an order for another four types of tire pressure gauges, with a total of 4 pieces and a maximum price of US$50.Not long after, the factory signed an export agreement with foreign businessmen for 2.9 million tire pressure gauges, worth 115 million US dollars.
The small business that might lose money temporarily attracted large orders, making this instrument factory the leading enterprise in the export order volume in Taiwan's pressure gauge industry at that time.
Taiwan's Far Eastern Department Store is also an example of "making big with small".
In recent years, department store merchants from the United States and Japan have continuously entered the Taiwan market, either becoming a school of their own or cooperating with people in the industry in Taiwan, and their strength is quite strong. This has had a great impact on the department store market in Taiwan, and it has also caused great pressure on local department stores. .
In order to adapt to this change in the market situation, Taiwan's department stores have assessed the situation and are looking for ways out.Some companies with economic strength will increase investment and expand their business scale in an attempt to win big; some companies with distribution channels will increase chain stores, seize the market, and expand their business scope; Adjust the product structure, or switch to other industries.
Only the Far Eastern Department Store, which has the most chain stores in Taiwan, remains undisturbed. It examines the advantages and disadvantages of American and Japanese merchants with a new perspective, sacrifices some small prices in exchange for a big victory strategy, and implements a drastic reorganization of commodities. "feature.They abandoned the indispensable women's and children's clothing and supplies, and turned them into professional stores specializing in men.This time they finally stabilized their position in the fierce market competition and got development.
Under normal circumstances, it is a matter of course for department stores to operate women's and children's products, and it is also a part of department stores' profits.With a new vision and new thinking, Far Eastern Department Store boldly abandons the business of women's and children's products that can also be profitable, and takes the professional route of specializing in men's clothing. It is very insightful and courageous.If they don't give up in this way, they will not be able to form new characteristics, they will not be able to win with their characteristics and keep their market territory, let alone seek development.
Many smart businessmen just lack this kind of flexible awareness and vision of loss-making business, can't bear the practice of losing money and making small profits, hold on to the concept of "never do business at a loss", only care about immediate interests, wishing to eat a fat man with one bite, and even behave badly. One, do not pay attention to credibility, only do "one-hammer" business, the result is "moving a stone and shooting yourself in the foot".
A real entrepreneur should take the sustainable development of the enterprise as the ultimate goal, endure loneliness, endure hardships and taste courage, work hard for ten years, practice hard skills, have more patience and endurance, and less anxiety and impetuosity.Only in this way can we taste the joy of "another village with dark willows and bright flowers".
Business experience
A real entrepreneur should take the sustainable development of the enterprise as the ultimate goal, endure loneliness, endure hardships and taste courage, work hard for ten years, practice hard skills, have more patience and endurance, and less anxiety and impetuosity.Quality is the hard fist for an enterprise's products to seize market territory. As early as the Spring and Autumn Period, the Chinese have already realized the great significance of product quality to commercial activities.The "fulfillment of things" advocated by Ji Ran, a doctor of Yue State, is a sufficient testimony.The so-called "finishing things" means that the quality of the goods must be guaranteed to be intact. This is the "principle of accumulation", that is, the principle of accumulating goods for transactions.Jiran has realized that ensuring the quality of products is a rule that operators must conscientiously abide by.
Quality is the evaluation of the pros and cons of a product, and generally refers to the sum of inherent characteristics of a product such as performance, lifespan, reliability, and safety, which enable the product to meet the needs of consumers according to its use.In the fierce market competition, whoever has excellent quality can occupy the market!The competitive product is the life of the enterprise, and the quality is the hard fist for the enterprise's products to seize the market territory!
The more advanced the society, the more developed the commodity economy, the more important the status of quality.Quality culture is the product of the concept of quality rooted in the minds of operators and consumers. Emphasizing quality and making full use of quality management are the requirements of quality culture!
In recent years, quality has become popular in China. This is a manifestation of China's emphasis on product quality, and it also means that China's quality awareness is not yet developed, and the task of cracking down on counterfeiting is still heavy.
One day in 1988, a French child bought a pack of crispy peanuts made in China at the "Nentre" food company. He ate them so deliciously that he ate a small stone.The child's parents were furious and immediately sued the court.The company has repeatedly argued, but is still fined 100 francs by the court for violating food hygiene laws and paying 176 francs for trial costs. Of course, this fee has to fall into the name of the manufacturer.Although the amount of money delivered is not much, we can see the fact that some companies simply pursue output value and speed while ignoring quality and reputation. , still the same.This fact gives people the following enlightenment: the source of disasters is actually extensive management; the method of avoiding disasters is contemporary fine management.
It is worth mentioning that the transition from "extensive" to "fine" is not just for disaster avoidance, but also the requirement of the times.Whether it is abroad or at home, the general trend of commodity competition can be summarized as follows: customers have higher and higher requirements for commodities, and they are more and more picky when purchasing.Correspondingly, the competition among enterprises is becoming more and more fierce - from operation and management, design and manufacture to marketing.Today's society has reached a rather "sophisticated" level, and enterprises in it can survive and develop only by striving for excellence.
In order to make great strides in the market and achieve success, the enterprise must control the quality!On this point, Taiwan's Giant Company has set an example for us.
In recent years, a novel bicycle from Taiwan has attracted many college and middle school students. This is Taiwan's famous brand "Giant" bicycle.Giant, with a total investment of 5000 million US dollars, is committed to the development and research of new transportation tools, and continues to put them on the mainland market. Although the price of its bicycles is relatively high, the quality is indeed high-quality, and the students love it very much.The varieties include all-round mountain bikes, touring cars, urban cars, lady cars, ATVs, racing cars, etc. Among them, there are also couple cars, aluminum alloy cars, full suspension cars and light cars that are suitable for modern people. delicate.According to relevant statistics, the sales volume of "Giant" bicycles is now the first in the country.
If an enterprise wants to win in the competition, in addition to laying a solid foundation for itself, which is the so-called "a tall building starts from the ground", it must also start from the "excellence".From "extensive" to "fine" is the common development trend of domestic and foreign enterprises, and has become an important magic weapon for self-victory in international business wars.
Business experience
Today's society has reached a rather "sophisticated" level, and enterprises in it can survive and develop only by striving for perfection.Integrity comes first in business. There was a popular saying in business circles in Taiwan: "Integrity comes first in business." The meaning of this sentence is to tell people to keep their promises.This sentence can be said to be the heartfelt words of Chinese Taiwanese businessmen.
For Taiwanese businessmen, honesty can not only reflect the essential characteristics of a businessman, but also the foundation of a businessman's foothold and the source of development.If a businessman or an enterprise loses its integrity, it will be difficult to move forward in future business activities.
There was once a Taiwanese businessman who was unable to repay the debt of an Englishman because of bankruptcy.Before the businessman died, he called his son to the bed and said: "Our family still owes money to a British boss. I can't pay it back now. But you must remember that you must try to pay it back; if you are unable Pay back, you must ask your next generation to pay back. No matter how many generations, you must return the money to others.”
As a result, the merchant's son failed to fulfill his father's last wish during his lifetime, so he told his son to repay the debt owed to the British for his grandfather.His grandson worked hard to start a business and became a big businessman decades later, so he took the initiative to contact the descendants of the British and returned the money to him.Therefore, the Englishman praised everyone he met: "It is unexpected that Chinese businessmen are as trustworthy as Jews!"
In Taiwanese business circles, keeping promises is a "good way" that everyone follows. If you don't keep your promises, everyone will dismiss him and even cut off business with him.
Taiwanese businessmen are honest and trustworthy, which originates from the traditional Chinese business culture and spirit.Emphasizing credit and paying attention to promises are the business principles commonly followed by Taiwanese businessmen.
"Plastic King" Wang Yongqing's success is inseparable from his honest and trustworthy business philosophy.At that time, he just gave up his immediate self-interest and chose integrity for the development of Formosa Plastics.At that time, in order to expand the plant, Formosa Plastics needed to increase capital in cash, and promised that the capital increase shares would be sold at a price of 250 yuan per share.Shareholders thought it was profitable and bought in one after another.
Unfortunately, due to the outbreak of the oil crisis, the stock price of Formosa Plastics plummeted.By 1974, the stock price had fallen to 241 yuan per share.Shareholders believe that Formosa Plastics has taken advantage of it. At the shareholders' meeting, they hope that Formosa Plastics can make up the difference between the promised price and the market price.As we all know, investing in stocks is inherently risky, how can you guarantee losses?
Wang Yongqing does not think that there is anything unreasonable in the shareholders' request. Perhaps Wang Yongqing is thanking the shareholders for their investment, and Formosa Plastics has the funds to expand the plant, so he actually made a promise that if the closing price on June 6 If the price exceeds 30 yuan, Formosa Plastics will use the closing price of this day as the standard to make up the difference.As a result, the closing price on June 240 was only 6 yuan per share.Wang Yongqing decided to fulfill his promise and return 30 yuan per share to shareholders. For this reason, Formosa Plastics lost a total of more than 207 million Taiwan dollars. Wang Yongqing's move also created an unprecedented precedent in the stock market.
Many merchants laughed at Wang Yongqing for being too stupid, throwing money out for nothing.Because a promise is not equal to a legal contract, if it is a lawsuit, Wang Yongqing has almost no possibility of losing, and he can keep the 4000 million.But Wang Yongqing insisted: "When doing business, you can't just focus on money, you should take a long view. Formosa Plastics lost 4000 million, but in exchange for the reputation that cannot be bought with money, this is an intangible fortune in itself. Huge investment."
Wang Yongqing didn't pay attention to other people's comments, and he had already understood the reason for this.From a legal point of view, the price premium demanded by stockholders may not be reasonable, but from a rational point of view, it is reasonable.If stockholders don't trust him, they won't spend money to buy shares in Formosa Plastics.He naturally understands this, and is willing to spend more than 4000 million yuan to maintain his reputation.
Facts have proved that Wang Yongqing spent more than 4000 million yuan absolutely worth it!In the 20s, the electronics industry was in full swing. In order to keep up with the times, Formosa Plastics decided to invest in the electronics industry.At that time, the shareholders were very worried, worrying whether Wang Yongqing, the overlord of the petrochemical industry, could become an expert in the electronics industry.
Wang Yongqing promised shareholders that they will receive more dividend income in the future.This sentence alone reassures shareholders.Wang Yongqing's promise is worth a thousand gold.With the strong support of shareholders, Formosa Plastics has achieved gratifying achievements in the electronics industry. Naturally, the profits of shareholders have also been guaranteed.
Wang Yongqing's reputation of keeping promises is not only widely praised in all walks of life in Taiwan, but also famous abroad.He is not only trustworthy to shareholders, but also extremely trustworthy to the society and employees.A senior executive of a foreign bank said: "Wang Yongqing's English signature is a guarantee of credibility, and he can provide unlimited long-term loans."
Paying attention to honesty will not suffer after all, because keeping promises, being honest, telling the truth, not pretending, doing practical things, not lying, keeping promises, not breaking promises, etc., are always the best qualities of a businessman.If a businessman possesses these qualities, success will come sooner or later.
Business experience
Paying attention to honesty will not suffer after all, because keeping promises, being honest, telling the truth, not pretending, doing practical things, not lying, keeping promises, not breaking promises, etc., are always the best qualities of a businessman.
(End of this chapter)
Taiwan is a shining pearl in the South my country Sea.It is beautiful and rich.On this treasure island, not only are there rich products, but all Taiwanese businessmen are very shrewd and are masters of making money. "360 lines, there are Taiwanese businessmen everywhere." This sentence is not an exaggeration, which shows that Taiwanese businessmen can do business, are good at doing business, and dare to do business.Patience and stubbornness are the most notable characteristics of Taiwanese businessmen, which are not only reflected in their business, but also in their attitudes towards people.Taiwanese businessmen are not afraid of hardships in doing things. They believe that doing business requires a flexible mind, but what is more needed is a persistent spirit.
Patience and perseverance are indispensable. Taiwanese people can endure hardships, and they have an indomitable tenacity.Over the years, Taiwanese businessmen have faced many difficulties, but they have been able to overcome difficulties, fight hard, and show the spirit of perseverance and hard work.In order to achieve a certain goal, they show an indomitable spirit, but in their persistence, they will constantly change their methods and pursue new breakthroughs.
Many people know that it is not uncommon for people to get rich overnight by starting a business online, but few people know the bitterness behind them.Duan Xiaolei, President of Taiwan Online Network, is most deeply moved by all this.
Duan Xiaolei once sold fax machines and printers after graduating from university.Later, I joined Acer Computer Company, which had only 20 people at that time, and worked for 8 years. In 1986, he wanted to start his own business, so he resolutely left Acer and went to Silicon Valley to venture into the world, imagining that one day he would become famous in one fell swoop.But after leaving Acer, Duan Xiaolei realized that starting a business is not so easy.At that time, he had neither money nor relationship, and he didn't even know what he wanted to do, so how could he talk about starting a business.In the end, he was penniless and had no one to rely on, so he had to drive a second-hand box car to sell second-hand goods in Chinatown every day to make a living.When you’re hungry, you eat it casually; when you’re tired, you sleep in the car.In this way, he started his entrepreneurial journey with difficulty.
In 1991, Duan Xiaolei founded Utron with the small capital accumulated over the years, and started his first entrepreneurial journey in the business of motherboards and notebook computers.But the good times didn't last long, as Compaq cut prices, he quickly lost everything.For his second venture, he decided to develop new products.Seeing the excellent prospects of the semiconductor industry, he planned to make a window accelerator chip to improve the efficiency of the window.After working for a long time, the hard line was launched, but the soft line could not be made, and the company closed down again.Fortunately, Duan Xiaolei is born a person who refuses to admit defeat.The third time I started my business, I was invited by Tai Zhonghe, the old executive of Acer, to help reorganize a small company. The main products of this company are regional network name software and network cards.Just when the reorganization was about to be completed, another major change occurred in the market. Not to mention the failure of the company, Duan Xiaolei finally had problems with his livelihood.
The successive blows made Duan Xiaolei's situation very embarrassing.A few years have passed, not only the career has not been successful, but even the food and clothing of life have problems.It didn't take long for his marriage to turn red.However, when he remembered that he had promised his old father in the terminal stage of cancer that "No matter what, I will definitely get up again if I fail", he is determined to move forward at the age of 40.He knew that if he didn't succeed, he might never have another chance, so he had to cheer up and face the difficulties.
In February 1996, after years of hard work, Duan Xiaolei was finally able to stand up.He founded Wangwang with a capital of 2 US dollars. He is mainly responsible for providing hosting services. In addition, he is also the network center point of major ISPs.
The creation process of Wangwangwang was not all smooth sailing.Once, he was about to have his cord cut because he couldn't pay a $5 phone bill.Old friends who can borrow money have borrowed money many times, and they have no face to borrow money again.Later, he ran into a classmate in college, and he directly asked to borrow money.Although the other party didn't know exactly what Wangwangwang did, but because of the good economic conditions, he promised to borrow money and remitted 13 US dollars the next day, which allowed Wangwangwang to get through the crisis without any danger.
In this way, Wangwang came over stumbling and slowly getting better. At that time, its operating income exceeded 1300 million US dollars.Although the company has not yet made a profit, its innovative business model has won the favor of international venture capital. In October 1998, Wangwangwang's stock went public again.When it was first listed, the stock price was only 10 US dollars. Later, the stock price soared, once reaching more than 13 US dollars. In May 150, one share was exchanged for two shares.In November of the same year, the market value of Wangwangwang reached 1999 billion US dollars.
Having become famous, he bought 20 acres of land near Silicon Valley not long ago, planning to build an orchard so that busy Silicon Valley people have a good place to relax.In addition, he spends several afternoons each week reviewing new investments.He plans to invest in three or four companies, although the scale is small, but he wants to get a taste of what it is like to be a venture capitalist.Because, the hardships of starting a business made him understand a lot, and he will continue to do it forever.
For any entrepreneur, there must be a kind of unbelievable tenacity and persistence, to get up again after failure, until success.
Business experience
For any entrepreneur, there must be a kind of unbelievable tenacity and persistence, to get up again after failure, until success.Thoughtful service is the golden key to open the market. Commodity trading is the direct contact between buyers and sellers. Therefore, the seller's service attitude is a big issue related to their own business.If you have a warm attitude and considerate service, you will make customers feel comfortable, and they are willing to buy and introduce others to buy your products.In any case, this should at least become an important part of business expansion, and it should also become one of the important business ideas for creating high-quality services and providing a comfortable consumption environment for customers.
There is a beauty and fitness salon in Taiwan called "Kagura Beauty Salon". The thoughtful service and unique management method of this fitness salon let many people know that "there is also a free lunch in the world".
The "Kagura Beauty Salon" beauty and fitness center has complete fitness equipment. There are many people here every day, and the business is very prosperous.Under the guidance of the owner, Ms. Chen, the guests use various fitness equipment, plus appropriate temperature, heat therapy, and infrared penetration therapy, which can produce very good medical effects.Many intractable diseases diagnosed by doctors as untreatable have been cured by this kind of fitness treatment.Moreover, lying on the bed makes the muscles and bones of the whole body comfortable, the blood circulation is good, and it is very comfortable. Therefore, most people do not want to get up after finishing, and most of them become frequent visitors.
Many people may think, how much does it cost?In fact, these are completely free services. Even if someone comes to use the fitness equipment every day, it is still free and popular.But who would have thought that even so, Ms. Chen still has a monthly income of more than 6 Taiwan dollars-this is mainly maintained by selling fitness equipment.Some people may ask, why did she open a fitness center instead of making fitness equipment in the first place?
The cleverness of this owner is that unless you experience the effectiveness of fitness equipment yourself, you cannot convince others to believe it, and it will not be effective if you use it only once or twice. It must be used for a long time to show its excellent performance. function.Therefore, the guests who use the fitness center for free for a long time are reluctant to stop using the fitness equipment without exception, and finally ask to buy one.This makes the hospital's business very hot.
Some people who come here for free treatment still often come to this fitness center after recovering their health.In this way, they can tell their experiences to new customers, and take the initiative to help new customers, and they also constantly introduce friends, neighbors, relatives, and familiar people to do fitness and recuperation, which makes the fitness center have an endless stream of new customers.The newcomers have old customers explaining how to use the fitness equipment in detail, and soon the newcomers are familiar with the environment, and they are eager to teach the next batch of newcomers.So much so that when outsiders first came in, they thought they were salesmen.In fact, this is because the fitness center is for the purpose of service.Since it is completely free and open to the public, the guests will also help each other and are willing to serve others.
Now, there are many similar health and beauty salons in Taiwan.Many people use their residences to set aside a corner to run a fitness center. Most of the operators are housewives. They use the fitness center as a sideline business, but they can earn a lot of profits from it.
Business is a service that contributes to the public, therefore, profit is the reasonable remuneration it deserves.Business exists to serve the society, and the reward for service is to get profit. If no profit is obtained, it means that the service to the society is not enough.Therefore, only with perfect service, customers will willingly let you make money.
Business experience
Only with perfect service, customers will willingly let you make money.Wang Po sells melons, sells her own boast As the saying goes: "Wang Po sells melons, she sells her own boast." To do business, you have to sell your own products. This is a logical thing from ancient times to the present.
"Wang Po sells melons, sells melons, sells melons and boasts", which is actually a manifestation of the improvement of commodity management awareness.As long as the "melons" sold are as "sweet and delicious" as they boast, it will not only help to prosper the market, but also conform to the interests of consumers.
At all times and in all over the world, there are countless examples of success through "self-selling and boasting".
There is a chicken vendor in the United States named French King Ke Pidou, who is good at "selling melons". He not only sold his own "melons", but also "sold" himself.Back then, Pidou went on TV to promote his home-grown chicken, which was rarely seen.To put it bluntly, Pidoo's ad was bland, just a guy who looked like a plucked rooster promoting a product, and that guy was the company's boss—Pidou himself.Not only did he sell his product, but he also introduced himself to people.
It's a Jewish business rule: when your product is of better quality than someone else's, advertise it with great fanfare.Taiwanese businessmen also use this law properly.
There is a screw factory in Taiwan that does just that.At that time, their production technology and equipment were first-class, and the quality of their products far exceeded other similar products on the market.However, due to their high production costs, the price of the products is about [-]% higher than other similar products, which brings great difficulties to the sales of the products.
Later, the salesman of this screw factory came up with a way.Every time he went to a user, he always politely asked the other party to soak the products of the factory and the screws produced by other manufacturers in a basin of salt water at the same time, then took out the screws together, put them aside to dry, and explained to the head of the household. Check back next week for results.A week later, the salesman came to the door again and, together with the head of the household, observed the screws that had been left out last week.As a result, other screws that had been soaked in salt water were rusty, but the screws he sold were not rusty.
At this time, the salesman took no time to introduce the advanced production technology and equipment of the factory, the superiority of the product, and the reason why the price of the product is higher than other similar products sold in the market, to the head of the household in detail. .Afterwards, he settled an account with the head of the household. Although the price of the factory's screws is slightly higher than other similar products, it is still more cost-effective due to the good quality of the products and the low depreciation rate.In particular, the factory's screws are of good quality and are safe and reliable to use. This advantage is unmatched by other similar products.After the salesperson's actual test and detailed introduction, almost all the users were convinced and voluntarily switched to the factory's screws.In this way, the products of the factory finally occupied a large market.
From this point of view, new products always have a new face. If everyone is to recognize this face, it is really impossible not to "selling melons by the queen, selling melons and boasting".
Business experience
When your product is of better quality than others, it should be advertised with great fanfare.Accurate positioning, shaping success The word "positioning" was put forward by American advertising scholar Chu Laut in 1969, which means "establishing a specific position of a product in the market".Through functional positioning, you can highlight the unique functions of your products, form a competitive and distinctive personality, and then expand your influence.
Japan's Mos Burger fast food's strategy of "doing the opposite" to McDonald's can be regarded as a classic in the product positioning strategy.Mos Burger is Japan's No. 1000 hamburger restaurant, with more than [-] chain stores. Since its establishment, it has competed with McDonald's, the world's largest fast food company, but its strategy is just the opposite of McDonald's.
McDonald's is targeted at customers, so it is necessary to choose a good location, and the selling point is fast service.However, Mos Burger is the complete opposite. It takes a fixed customer base as its consumption target, launches street battles, and uses stores in poor locations to operate; moreover, because it makes food by itself, customers need to wait for a while.This is at a disadvantage compared to McDonald's.In order to offset these unfavorable factors and show the advantages of Mos Burger, it is necessary to develop food suitable for Japanese tastes, and from the very beginning of operation, we must implement our corporate culture - "spirit of hospitality", so that customers can enjoy meticulous care Take good care of.
Mos Burger is an example of differentiated marketing. It took a different marketing path from McDonald's, and it also achieved great success.It has won the victory of business strategy with its special food and specific customer level.
At the very beginning of doing business, you should set a good position for your own products, which is the primary issue of operation.Without positioning awareness, you will not only lose money, but also lose yourself in the competition.Positioning is what you do to the prospect, in other words, you position the product in the prospect's mind.
Talking about the way of operating coffee shops, Huang Daoping and Zhuang Songli, Taiwanese businessmen who run the coffee industry in Beijing, believe that in the face of strong competition from large coffee chain stores, small size and exquisiteness are the key to personal investment in coffee shops.
Huang Daoping can be regarded as the No.1 in coffee training in the mainland. In 2000, he saw the almost blank coffee consumption market in the mainland and opened the first coffee training classroom in the mainland in Beijing. He has trained five to six hundred students so far. .At the same time, he also provides various information and suggestions for friends from Taiwan to open cafes in the mainland. People in the industry on both sides of the Taiwan Strait affectionately call him "Mr. Huang".
With the preliminary market, it is necessary to carry out accurate positioning in the market.In this regard, Taiwanese businessman Zhuang Songlie pointed out: "The current cafes in mainland China are still in the stage of copying and imitating. There are not many cafes with individuality and creativity. This positioning is not competitive."
In 1997, Zhuang Songlie founded the "Sculpture Time" coffee shop in Beijing. After more than a year of dismal operation, the coffee shop has gradually become famous and has become a leisure and fashionable place where students, intellectuals and people in the literary and art circles gather. , has now opened 4 branches in Beijing.
Regarding his own success, Zhuang Songlie believes that it is mainly due to his accurate positioning.Most of his cafes are located around the university, and feature book bars and movie bars, making his cafe a leisure space with cultural taste.The cultural theme is the business philosophy of "carving time". Zhuang Songlie often holds cultural activities such as new book releases and film lectures in the cafe, making the cafe always full of cultural atmosphere.
Of course, positioning is not done once and for all.Global management guru Ram Charan once said: "Your positioning makes money today, but it doesn't mean you can make money tomorrow. The changes in today's world are frequent, deep and intense, which means you must Constantly shape and reshape your business to adapt to these unprecedented changes and ultimately fulfill your desire to make money.”
Business experience
Through functional positioning, you can highlight the unique functions of your products, form a competitive and distinctive personality, and then expand your influence.Details determine success or failure. Lao Tzu said: "Difficult things in the world must be done in an easy way; great things in the world must be done in detail." This sentence profoundly points out that if you want to accomplish great things, you must start from simple things and must start from subtleties start.For modern enterprises, winning with fine details is another important way for enterprises to seek development.
Wang Yongqing, chairman of Formosa Plastics Group, known as the "God of Management", is a typical representative of "winning with fine work". 16-year-old Wang Yongqing came to Chiayi from his hometown to open a rice shop.At that time, there were nearly 30 rice shops in Chiayi, and the competition was fierce.At that time, Wang Yongqing, who had only 200 yuan in capital, could only rent a small shop in a remote alley.His rice store was opened the latest, with the smallest scale, not to mention any popularity, and it can be said that it has no advantages.During the days when it was newly opened, the business was deserted and empty.
At that time, some time-honored rice shops occupied a large market in the surrounding area, but Wang Yongqing's rice shop could only do retail sales because of its small scale and low capital.Those time-honored rice shops in good locations are also engaged in retail while doing wholesale. No one wants to buy goods from his remote rice shop.But Wang Yongqing was not discouraged, and tried every means to manage it hard, and even went door-to-door to sell the rice cooker behind his back, but the effect was not very good.
Wang Yongqing thought hard about how to open up the market.He felt that in order for Midian to gain a foothold in the market, he must have some advantages that others did not or could not achieve.Later, after careful consideration, he decided to open a breakthrough from every grain of rice.At that time in Taiwan, farmers were still working by hand. Due to the backward technology of rice harvesting and processing, many small stones and other sundries were easily mixed into the rice. People had to wash the rice several times before cooking. ,Very inconvenient.
Wang Yongqing decided to seize this opportunity and find an entry point from this commonplace.He first sorts out the chaff, sand and stones mixed in the rice, and then sells them.For a while, the housewives in the town said that the rice sold by Wang Yongqing was of good quality, which saved the trouble of washing rice.In this way, the business of the rice store is booming day by day.
Wang Yongqing is not satisfied with this, he still has to work hard on rice.At that time, customers would come to buy rice and deliver it home by themselves.This is not a big deal for young people, but it is not very convenient for old people.And young people have no time to take care of housework, and most of the customers who buy rice are elderly people.Wang Yongqing noticed this detail, so he took the initiative to deliver rice to the door. This convenient service measure for customers is also very popular.At that time, there was no such thing as "door-to-door delivery", and adding this service item was a pioneering work.
In fact, home delivery also has a lot of detailed work to do.Even today, home delivery is, at best, nothing more than delivering goods to the customer's home and placing them where they are needed.So, how did Wang Yongqing do it?
When Wang Yongqing delivers rice, he doesn't just deliver it to the customer's doorstep, but also pours the rice into a rice jar.If there is still old rice in the rice tank, he will pour out the old rice, wipe the rice tank clean, pour new rice in, and then put the old rice back on the upper layer, so that the old rice will not deteriorate due to long-term storage .Wang Yongqing's meticulous service moved customers deeply and won many customers.
In addition, every time he delivered rice to a new customer, Wang Yongqing carefully recorded the capacity of the family’s rice tank, and asked how many people in the family eat, how many adults, how many children, and how much each person eats. Based on this, he estimated the capacity of the household. The approximate time when people will buy rice next time is recorded in the notebook.Moreover, when the time comes, he will take the initiative to deliver the corresponding amount of rice to the customer's home without waiting for the customer to come to the door.
Wang Yongqing's thoughtful service made Chiayi people know that there is a Wang Yongqing who sells rice and delivers it to the door in the alley at the end of the rice market.After gaining popularity, Wang Yongqing's business became even more prosperous.In this way, after more than a year of capital accumulation and customer accumulation, Wang Yongqing decided to set up a rice mill by himself.He rented a house several times larger than the original one on the busiest and busiest street frontage. He used it as a pavement facing the street and a rice mill in the middle.In this way, Wang Yongqing started his career as the richest man in Taiwan from a small rice store business.
Don't think that creation has to be vigorous and earth-shattering. As long as we do a small job like a grain of rice well, it is also a kind of creation.
Business experience
If you want to achieve great things, you must start with simple things, and you must start with subtleties.The biggest risk is not to innovate. The development of things is always a process of destroying the old and creating the new. If you don’t abandon the old, how can you create new ones?In the past, people liked to regard innovation as a risk, but today's market has already proved that non-innovation is the biggest risk.
Taiwan Pacific Construction Company is one of the best giants in the local real estate industry.Due to the long history of the company, the operation and management are on track, and the houses launched have a good reputation in terms of design and quality.For more than a decade, more than 90% of the houses launched by the company have been sold out during the pre-sale period, even if the price is slightly higher than that of competitors. This is because they often have genius-like creative masterpieces in advertising.
A few years ago, the company launched the "Sunshine Mountain Forest" villa area near Yangmei, and it started to sell very hard.Because it is too far away from Taipei, it hinders customers' interest in visiting.If no one came to the door, of course there would be no sales.To this end, the company held a review meeting to plan countermeasures.Everyone agreed that the location, value and development potential of "Sunshine Mountain Forest" are all competitive to a certain extent. The problem lies in not attracting customers to visit.So, how can we break through this problem?
After painstaking thinking, a master planner proposed to build a tennis court first, hold various tennis competitions, and cooperate with the Tennis Association to provide venue equipment free of charge, and move important competitions to the "Sunshine Mountain Forest".Holding ball games on construction sites, especially high-level sports like tennis, will of course attract athletes and those who like this way to visit.
As a result, when the first-class tennis court was built and a number of important competitions were held successively, the "Sunshine Mountain Forest", which was originally a deserted construction site, was full of traffic and crowds every holiday. The upper-middle-class people with ability, the villas that no one cares about are sold out one after another.
High risks must have high rewards. It is difficult to achieve success in any career without the courage to take risks.Establishing a foundation and obtaining wealth requires a bit of luck, and more importantly, the courage to dare to innovate.
In a short period of time, Taiwan Uni-President Enterprise Group has grown from an unknown small company to become the "leading leader in the food industry" in Taiwan.And these achievements are due to the company's risk-taking and innovative managers, HD Yuan.
Few people know that HD Source originally operated in the textile industry.As early as 1955, when Gao Qingyuan became the manager of the business department of Tainan Textile Company, he decided to make a big move based on his profound knowledge of the Doctor of Laws obtained from the University of California-Lincoln and the rich experience accumulated in the textile industry for many years.
At that time, Tainan Textile Company produced a fabric called "Prince Dragon".In order to make consumers have a deep understanding of this kind of fabric and quickly open up the market, the adventurous high-definition source decided to take the lead in advertising on TV for publicity.Although the advertising cost is very expensive, the publicity in this way has received good results, which has greatly increased the sales of products.At that time, many conservative people believed that this was a commodity risk, and the increase in promotional expenses would increase the price of the product, which would inevitably damage the interests of consumers and thus affect the sales of the product.
But Gao Qingyuan remained unwavering. He thought the risk was worth it, and the things people feared would not happen.So he resolutely decided to add another 10 Taiwan dollars to the advertising fee for the second month.HDYUAN's "dragon crossing the river" style of publicity has made "Prince Dragon" famous.
Just when the development of Tainan Textile Company was going smoothly, when people thought Gao Qingyuan would continue this glory, he resolutely chose to give up, left Tainan Textile Company, and turned to the food industry.Gao Qingyuan believes that with the development of society and the improvement of people's living standards, people's requirements for food will also increase. High-quality, delicious food with good color and flavor must be the food people pursue, and the food industry has a bright future.
In this way, Gao Qingyuan established a "unified enterprise" with only 1967 people in 82.At first, the company started with the production of flour, and gradually developed into one of the largest private enterprises in Taiwan, becoming the Optimus Prime of Taiwan's food industry.Its products are sold in various regions of Taiwan and entered the international market. In 1985, the company's turnover reached 150 billion yuan.
The management ability of high-definition sources has been brought into full play in the development of Uni-President Enterprises.He is not a dictator. He respects the rights of shareholders and workers to the management of the factory, and separates decision-making power from management power, allowing him to detach himself from complicated company specific affairs and concentrate on studying the company's business decisions.He often said: "This is how things are done, I don't care about the process, but the result must be as good as the company requires."
HD Source advocates that unified enterprises should adopt the strategy of reducing costs and diversifying their operations.To reduce costs, we should start with improving the level of production technology and improving work efficiency, rather than buying low-quality and cheap raw materials.Diversified operation means that the company's development direction is not limited to the narrow world of the food industry, but also develops diversified operations, develops industries such as industry and commerce, finance, and tourism, and makes these industries form a unified enterprise group in the company to strengthen The company's competitiveness in the market.
Relying on this innovative and adventurous spirit and unique management methods, HDYUAN has built Uni-President into a large enterprise group leading Taiwan's food industry.
Business experience
Today's market has already proved that not innovating is the biggest risk.The strategy of "drawing money from the bottom" in the art of war can be understood as: avoiding the enemy's edge, not fighting the enemy recklessly, but using various methods such as cutting off the enemy's food, water, and return routes to weaken the enemy's strength, so as to attack win.
At the end of the Eastern Han Dynasty, Yuan Shao in Hebei Province took advantage of the situation to rise up.In 199 AD, Yuan Shao led an army of 10 to attack Xuchang.At that time, Cao Cao was guarding Guandu with only 2 troops.The two armies faced each other across the river.Relying on the large number of troops, Yuan Shao sent troops to attack Baima.On the surface, Cao Cao gave up on the white horse, and ordered the main force to drive towards the Yanjin Ferry, in a posture of crossing the river.Yuan Shao was afraid of being attacked from the rear, so he quickly led his main force westward to prevent Cao Jun from crossing the river.
Unexpectedly, after Cao Cao bluffed a shot, he suddenly sent elites to attack the white horse, beheaded Yan Liang, and won the first battle.Since the two armies have been stalemate for a long time, the supply of food and grass for both sides has become the key.Yuan Shao mobilized more than 1 carts of grain and grass from Hebei, and gathered them in Wuchao, 40 miles north of the base camp.Cao Cao discovered that Wuchao was not heavily defended, so he decided to attack Wuchao and cut off its supply.He personally led 5000 elite soldiers under the banner of Yuan Shao to rush away at night and attack Wuchao at night.Wuchao Yuan Jun has not yet figured out the truth, Cao Jun has surrounded the granary.A fire was ignited, and suddenly thick smoke rose.Cao Jun took advantage of the momentum and wiped out Yuan Jun who was guarding the grain, and Yuan Jun's [-] carts of grain and grass were instantly reduced to ashes.
When Yuan Shao's army heard the news, they were terrified, their supplies were cut off, and their morale fluctuated. Yuan Shao lost his mind for a while.Cao Cao launched a full-line attack at this time, Yuan Jun's soldiers had lost their combat effectiveness, and the 10 troops scattered and fled.Yuan Jun was defeated. Yuan Shao led [-] soldiers, broke through the siege with difficulty, and returned to Hebei, where he never recovered.
"Use soup to stop the boiling, the more it boils, the more it boils, the more it stops." Cao Cao defeated Yuan Shao by drawing fire from the bottom of the pot.Therefore, "it is better to draw salary from the bottom of the pot to stop the boiling", but "salary" must be the key resource of the enemy and the bottleneck of its development.In today's business world, there are many examples of using this strategy to defeat the enemy.
In Taiwan's beverage market today, King Car's coffee and functional drinks are deeply loved by the public.However, in the era when Jinche just emerged 24 years ago, the beverage market was completely monopolized by the famous black pine company, which had an unshakable leading position, and Jinche, a small emerging company, could not compete with it.
However, Li Tiancai, chairman of Jinche, boldly challenged Heisong with the momentum of a newborn calf.Li Tiancai deeply understands the truth that "innovation is easier to succeed than imitation", and he is determined to make products that are different from others.So he didn't follow the soda and root beer route of black pine, and boldly launched canned Brown coffee.At that time, the trend of drinking coffee in Taiwan had just started, so people felt particularly fresh and interesting about coffee. The introduction of coffee made King Car occupy a large market in one fell swoop.Then, King Car launched Blue Mountain, Jindian, New York, Mandheling and other sub-brand coffees one after another, and took advantage of the momentum to launch the most popular fiber drinks and functional drinks that meet people's needs.In this way, the freezers of all stores in Taiwan are filled with King Car products.This time, after 18 years since its establishment, Jinche finally surpassed the unresponsive and unresponsive leader - Heisong Beverage.
In fact, Jinche's strategy of "squeezing others out of the shelves" is to use the strategy of "drawing salary from the bottom of the pot".Use your own many commodities to crowd out other people's commodities, so that others have no wages to burn, while your own burns vigorously.Once the freezer is opened, no matter how the customer takes it, it is a product of King Car.The once popular black pine has been completely submerged by the products of Jinche. It is no wonder that the rookie Jinche can beat the old black pine!
In the market competition, the strategy of "drawing salary from the bottom of the pot" is to ask the operators to grasp the decisive factors of the problem when dealing with certain specific problems, and to avoid direct conflicts in the competition. Instead, weaken the key factors that enable the opponent to take the initiative, fundamentally disintegrate them, force the opponent to make concessions, and thus win.
Business experience
If you use soup to stop the boiling, the more the boiling will not stop, but if you remove the fire, it will stop.Operating at a loss is sometimes a kind of foresight. Sometimes doing stock trading is similar to doing business.
We know that it is inevitable that you will be trapped when you are doing stocks. When you face the stocks that are trapped, sometimes you have to calm down and sort it out to see if it is worth being trapped for it.If you find that the quilt is beneficial to you in the long run, you can also get quilted once in a while.
Which stock is worth buying for it?It is mainly supported by performance, and it is also stuck due to the decline, and it is mainly "brought down" with the decline of the market.Of course, there is another situation, if the market shows no obvious signs of weakening, and its decline will obviously shake up the position of the dealer.There are all kinds of signs that the dealer is not out yet, and it is worth setting for it.Once the market of the former type of stocks strengthens, they will naturally stand out first; as long as the latter type of stocks hold their breath a little, once the market makers have completed the task of washing the market, they will soon continue to rise.
Sometimes, after throwing away stocks that lack favorable factors, you will suffer a certain loss, but you will gain time, opportunities, and capital, and then look for ways to make money in other stocks. It is a reason to use incredible loss-making businesses to revitalize funds.
Shi Zhenrong, chairman of Taiwan Acer Group, has such a profound experience since he was a child.
Shi Zhenrong lost his father when he was 3 years old, and only he and his mother depended on each other for life.In order to make a living, he and his mother sold duck eggs, stationery, and knitted sweaters... After Shi Zhenrong became successful, he mentioned his childhood experience of selling duck eggs more than once.He once helped his mother sell duck eggs and stationery in the store at the same time.Duck eggs are 3 yuan per catty, and can only earn 1 cents, and they are easy to deteriorate. If they are not sold in time, they will be broken, causing economic losses; stationery has high profits. Doing a business of 3 yuan can earn at least 10 yuan, and the profit exceeds 4 yuan. %, and the stationery will not be broken.
On the surface, selling stationery is better than selling duck eggs.But when Shi Zhenrong told his experience, he said that selling duck eggs is far more profitable than selling stationery.The profits of duck eggs are thin, but they can be turned over once every two days at most; the profits of stationery are high, but sometimes they cannot be sold for half a year or a year, because they occupy funds, and the profits will be eaten up by interest earlier.Duck eggs are less profitable, but sell more, so the profit is far greater than that of stationery with slow turnover.
Shi Zhenrong later applied the experience of selling duck eggs to Acer, and established a "small profit but quick turnover" model, that is, the product price is set lower than that of the peers. Although the profit is low, the number of customers increases, the capital turnover is fast, and the cost is greatly reduced. Profit is greater than other peers.
In the early 20s, a foreign electronic instrument import and export company introduced two batches of export tasks totaling 90 tire pressure gauges to an instrument factory in Taiwan, but each unit price was only US$65.For this almost "losing money" business, should you accept it or not?
The instrument factory organized personnel to analyze the international market situation of this product and the structure, process, and cost of incoming samples, and learned that the international market has a huge demand for pressure gauges. As far as automobile tire pressure gauges are concerned, the annual The demand is more than 1500 million pieces.For this product, as long as it is managed well, there can be little or no loss.Through the analysis, this instrument factory made up its mind: take a long-term view, in order to occupy a market with great potential for a long time, even if it loses temporarily.
Finally, with the joint efforts of all staff, the instrument factory finally completed the first batch of export tasks on time, quality and quantity, and won praise and trust from foreign businessmen.Not long after the delivery, the foreign businessman proposed to sign an order for another four types of tire pressure gauges, with a total of 4 pieces and a maximum price of US$50.Not long after, the factory signed an export agreement with foreign businessmen for 2.9 million tire pressure gauges, worth 115 million US dollars.
The small business that might lose money temporarily attracted large orders, making this instrument factory the leading enterprise in the export order volume in Taiwan's pressure gauge industry at that time.
Taiwan's Far Eastern Department Store is also an example of "making big with small".
In recent years, department store merchants from the United States and Japan have continuously entered the Taiwan market, either becoming a school of their own or cooperating with people in the industry in Taiwan, and their strength is quite strong. This has had a great impact on the department store market in Taiwan, and it has also caused great pressure on local department stores. .
In order to adapt to this change in the market situation, Taiwan's department stores have assessed the situation and are looking for ways out.Some companies with economic strength will increase investment and expand their business scale in an attempt to win big; some companies with distribution channels will increase chain stores, seize the market, and expand their business scope; Adjust the product structure, or switch to other industries.
Only the Far Eastern Department Store, which has the most chain stores in Taiwan, remains undisturbed. It examines the advantages and disadvantages of American and Japanese merchants with a new perspective, sacrifices some small prices in exchange for a big victory strategy, and implements a drastic reorganization of commodities. "feature.They abandoned the indispensable women's and children's clothing and supplies, and turned them into professional stores specializing in men.This time they finally stabilized their position in the fierce market competition and got development.
Under normal circumstances, it is a matter of course for department stores to operate women's and children's products, and it is also a part of department stores' profits.With a new vision and new thinking, Far Eastern Department Store boldly abandons the business of women's and children's products that can also be profitable, and takes the professional route of specializing in men's clothing. It is very insightful and courageous.If they don't give up in this way, they will not be able to form new characteristics, they will not be able to win with their characteristics and keep their market territory, let alone seek development.
Many smart businessmen just lack this kind of flexible awareness and vision of loss-making business, can't bear the practice of losing money and making small profits, hold on to the concept of "never do business at a loss", only care about immediate interests, wishing to eat a fat man with one bite, and even behave badly. One, do not pay attention to credibility, only do "one-hammer" business, the result is "moving a stone and shooting yourself in the foot".
A real entrepreneur should take the sustainable development of the enterprise as the ultimate goal, endure loneliness, endure hardships and taste courage, work hard for ten years, practice hard skills, have more patience and endurance, and less anxiety and impetuosity.Only in this way can we taste the joy of "another village with dark willows and bright flowers".
Business experience
A real entrepreneur should take the sustainable development of the enterprise as the ultimate goal, endure loneliness, endure hardships and taste courage, work hard for ten years, practice hard skills, have more patience and endurance, and less anxiety and impetuosity.Quality is the hard fist for an enterprise's products to seize market territory. As early as the Spring and Autumn Period, the Chinese have already realized the great significance of product quality to commercial activities.The "fulfillment of things" advocated by Ji Ran, a doctor of Yue State, is a sufficient testimony.The so-called "finishing things" means that the quality of the goods must be guaranteed to be intact. This is the "principle of accumulation", that is, the principle of accumulating goods for transactions.Jiran has realized that ensuring the quality of products is a rule that operators must conscientiously abide by.
Quality is the evaluation of the pros and cons of a product, and generally refers to the sum of inherent characteristics of a product such as performance, lifespan, reliability, and safety, which enable the product to meet the needs of consumers according to its use.In the fierce market competition, whoever has excellent quality can occupy the market!The competitive product is the life of the enterprise, and the quality is the hard fist for the enterprise's products to seize the market territory!
The more advanced the society, the more developed the commodity economy, the more important the status of quality.Quality culture is the product of the concept of quality rooted in the minds of operators and consumers. Emphasizing quality and making full use of quality management are the requirements of quality culture!
In recent years, quality has become popular in China. This is a manifestation of China's emphasis on product quality, and it also means that China's quality awareness is not yet developed, and the task of cracking down on counterfeiting is still heavy.
One day in 1988, a French child bought a pack of crispy peanuts made in China at the "Nentre" food company. He ate them so deliciously that he ate a small stone.The child's parents were furious and immediately sued the court.The company has repeatedly argued, but is still fined 100 francs by the court for violating food hygiene laws and paying 176 francs for trial costs. Of course, this fee has to fall into the name of the manufacturer.Although the amount of money delivered is not much, we can see the fact that some companies simply pursue output value and speed while ignoring quality and reputation. , still the same.This fact gives people the following enlightenment: the source of disasters is actually extensive management; the method of avoiding disasters is contemporary fine management.
It is worth mentioning that the transition from "extensive" to "fine" is not just for disaster avoidance, but also the requirement of the times.Whether it is abroad or at home, the general trend of commodity competition can be summarized as follows: customers have higher and higher requirements for commodities, and they are more and more picky when purchasing.Correspondingly, the competition among enterprises is becoming more and more fierce - from operation and management, design and manufacture to marketing.Today's society has reached a rather "sophisticated" level, and enterprises in it can survive and develop only by striving for excellence.
In order to make great strides in the market and achieve success, the enterprise must control the quality!On this point, Taiwan's Giant Company has set an example for us.
In recent years, a novel bicycle from Taiwan has attracted many college and middle school students. This is Taiwan's famous brand "Giant" bicycle.Giant, with a total investment of 5000 million US dollars, is committed to the development and research of new transportation tools, and continues to put them on the mainland market. Although the price of its bicycles is relatively high, the quality is indeed high-quality, and the students love it very much.The varieties include all-round mountain bikes, touring cars, urban cars, lady cars, ATVs, racing cars, etc. Among them, there are also couple cars, aluminum alloy cars, full suspension cars and light cars that are suitable for modern people. delicate.According to relevant statistics, the sales volume of "Giant" bicycles is now the first in the country.
If an enterprise wants to win in the competition, in addition to laying a solid foundation for itself, which is the so-called "a tall building starts from the ground", it must also start from the "excellence".From "extensive" to "fine" is the common development trend of domestic and foreign enterprises, and has become an important magic weapon for self-victory in international business wars.
Business experience
Today's society has reached a rather "sophisticated" level, and enterprises in it can survive and develop only by striving for perfection.Integrity comes first in business. There was a popular saying in business circles in Taiwan: "Integrity comes first in business." The meaning of this sentence is to tell people to keep their promises.This sentence can be said to be the heartfelt words of Chinese Taiwanese businessmen.
For Taiwanese businessmen, honesty can not only reflect the essential characteristics of a businessman, but also the foundation of a businessman's foothold and the source of development.If a businessman or an enterprise loses its integrity, it will be difficult to move forward in future business activities.
There was once a Taiwanese businessman who was unable to repay the debt of an Englishman because of bankruptcy.Before the businessman died, he called his son to the bed and said: "Our family still owes money to a British boss. I can't pay it back now. But you must remember that you must try to pay it back; if you are unable Pay back, you must ask your next generation to pay back. No matter how many generations, you must return the money to others.”
As a result, the merchant's son failed to fulfill his father's last wish during his lifetime, so he told his son to repay the debt owed to the British for his grandfather.His grandson worked hard to start a business and became a big businessman decades later, so he took the initiative to contact the descendants of the British and returned the money to him.Therefore, the Englishman praised everyone he met: "It is unexpected that Chinese businessmen are as trustworthy as Jews!"
In Taiwanese business circles, keeping promises is a "good way" that everyone follows. If you don't keep your promises, everyone will dismiss him and even cut off business with him.
Taiwanese businessmen are honest and trustworthy, which originates from the traditional Chinese business culture and spirit.Emphasizing credit and paying attention to promises are the business principles commonly followed by Taiwanese businessmen.
"Plastic King" Wang Yongqing's success is inseparable from his honest and trustworthy business philosophy.At that time, he just gave up his immediate self-interest and chose integrity for the development of Formosa Plastics.At that time, in order to expand the plant, Formosa Plastics needed to increase capital in cash, and promised that the capital increase shares would be sold at a price of 250 yuan per share.Shareholders thought it was profitable and bought in one after another.
Unfortunately, due to the outbreak of the oil crisis, the stock price of Formosa Plastics plummeted.By 1974, the stock price had fallen to 241 yuan per share.Shareholders believe that Formosa Plastics has taken advantage of it. At the shareholders' meeting, they hope that Formosa Plastics can make up the difference between the promised price and the market price.As we all know, investing in stocks is inherently risky, how can you guarantee losses?
Wang Yongqing does not think that there is anything unreasonable in the shareholders' request. Perhaps Wang Yongqing is thanking the shareholders for their investment, and Formosa Plastics has the funds to expand the plant, so he actually made a promise that if the closing price on June 6 If the price exceeds 30 yuan, Formosa Plastics will use the closing price of this day as the standard to make up the difference.As a result, the closing price on June 240 was only 6 yuan per share.Wang Yongqing decided to fulfill his promise and return 30 yuan per share to shareholders. For this reason, Formosa Plastics lost a total of more than 207 million Taiwan dollars. Wang Yongqing's move also created an unprecedented precedent in the stock market.
Many merchants laughed at Wang Yongqing for being too stupid, throwing money out for nothing.Because a promise is not equal to a legal contract, if it is a lawsuit, Wang Yongqing has almost no possibility of losing, and he can keep the 4000 million.But Wang Yongqing insisted: "When doing business, you can't just focus on money, you should take a long view. Formosa Plastics lost 4000 million, but in exchange for the reputation that cannot be bought with money, this is an intangible fortune in itself. Huge investment."
Wang Yongqing didn't pay attention to other people's comments, and he had already understood the reason for this.From a legal point of view, the price premium demanded by stockholders may not be reasonable, but from a rational point of view, it is reasonable.If stockholders don't trust him, they won't spend money to buy shares in Formosa Plastics.He naturally understands this, and is willing to spend more than 4000 million yuan to maintain his reputation.
Facts have proved that Wang Yongqing spent more than 4000 million yuan absolutely worth it!In the 20s, the electronics industry was in full swing. In order to keep up with the times, Formosa Plastics decided to invest in the electronics industry.At that time, the shareholders were very worried, worrying whether Wang Yongqing, the overlord of the petrochemical industry, could become an expert in the electronics industry.
Wang Yongqing promised shareholders that they will receive more dividend income in the future.This sentence alone reassures shareholders.Wang Yongqing's promise is worth a thousand gold.With the strong support of shareholders, Formosa Plastics has achieved gratifying achievements in the electronics industry. Naturally, the profits of shareholders have also been guaranteed.
Wang Yongqing's reputation of keeping promises is not only widely praised in all walks of life in Taiwan, but also famous abroad.He is not only trustworthy to shareholders, but also extremely trustworthy to the society and employees.A senior executive of a foreign bank said: "Wang Yongqing's English signature is a guarantee of credibility, and he can provide unlimited long-term loans."
Paying attention to honesty will not suffer after all, because keeping promises, being honest, telling the truth, not pretending, doing practical things, not lying, keeping promises, not breaking promises, etc., are always the best qualities of a businessman.If a businessman possesses these qualities, success will come sooner or later.
Business experience
Paying attention to honesty will not suffer after all, because keeping promises, being honest, telling the truth, not pretending, doing practical things, not lying, keeping promises, not breaking promises, etc., are always the best qualities of a businessman.
(End of this chapter)
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