Business Experience: The Business Wisdom of China's Top Ten Business Groups

Chapter 8 Sichuan Merchants - They are China's "Dae Jang Geum"

Surrounded by mountains, the Sichuan Basin is rich in products, especially the Chengdu Plain, which has the reputation of "Land of Abundance".The total economic volume of Sichuan Province ranks among the top in the country, and it is the province with the strongest comprehensive economic strength in western China.The reason why Sichuan can achieve such achievements is inseparable from the hard-working spirit of Sichuan people.Sichuanese are extremely resilient, and they believe in pragmatism.No matter how difficult they are, they will never shrink back.Relying on their own strength, they are persevering and indomitable, and bravely fight forward for a better life.

Diligence + tenacity = success Sichuanese are hardworking and resilient.Talking about the ability of Sichuan people to endure hardships, Ding Xueliang, a Harvard talent, said: "Sichuan people travel all over the world by hard work and learning. Sichuan people can endure hardships, and Sichuan people are very smart. Even places that you dare not even think about, even if it is In a remote and even undeveloped mountain village, they can survive with limited resources!"

"Sichuan people go all over the world, and Sichuan people can go all over the world to find resources." Ding Xueliang's eyes are full of reverence for Sichuan people: "Sichuan people can suffer what others can't, and they can plant fields that others can't. They can survive with a little bit of surviving conditions. It is said that "the road to Shu is difficult, and it is difficult to climb to the blue sky", but Sichuan people can create miracles, and they can climb to the "blue sky" in difficult places!"

"Sichuan people can be found everywhere in Afghanistan, Iraq, Cambodia, India, etc. According to the statistics of population mobility experts, one out of every [-] people in the world is Sichuanese." Ding Xueliang said: "Even in backward places, At the bottom of society, people from Sichuan can stand up."

Liu Yonghao, president of New Hope Group, a representative of Xinchuan merchants, also emphasized: the spirit of enterprise is to bear hardships first.He said: "In the previous experience of starting a business and going to the countryside, we have suffered too much, and we have been pressured and unfairly treated in various ways. Although we have not made any major mistakes, we have suffered a lot after all. I think Experience is also a valuable asset for entrepreneurs. An excellent entrepreneur, in addition to the knowledge and courage in books, must also have accumulations - cultural accumulations, experience accumulations, and more importantly, hardships Spiritual accumulation. With this kind of spirit, you will feel indifferent to what you do. This is the most important thing, and I think it is relatively good in this respect.”

There is also such a kind of tenacity in the character of Sichuan people that they would rather bend than bend.Among all kinds of personalities, the tenacious personality is the easiest to achieve a career.This kind of character is able to see failures and setbacks as challenges to oneself, and pick themselves up and continue to work hard.We all know the Leshan Giant Buddha in Sichuan. When the giant Buddha was excavated, it was a process full of hardships.In the first year of Tang Kaiyuan, the Minjiang River, Dadu River, and Qingyi River converged here, and passing ships often smashed against the wall.Seeing this, Haitong, a famous monk of Lingyun Temple, was very disturbed, so he came up with the idea of ​​building a giant Buddha: one is to slow down the water for the stones to fall into the river, and the other is to use the Buddha's power to calm the water.Later, he spent 20 years raising money to dig the Buddha.He carried out such a huge project under great pressure.At that time, a local official came to ask for bribes, and Haitong fought with his life to keep the hard-earned money.Although Haitong did not complete this costly project later, it inspired future generations to strive for it.In the 19th year of Tang Zhenyuan, Jiannan Xichuan Jiedu envoy Wei Fu recruited craftsmen to continue digging, and the imperial court also ordered salt and hemp taxes to subsidize it. After 90 years, the world's largest Buddha statue was finally completed.

The indomitable spirit of Sichuan people has moved the world. Even such a large project has been conquered. What can be difficult for Sichuan people?
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Among all kinds of personalities, the tenacious personality is the easiest to achieve a career.This kind of character is able to see failures and setbacks as challenges to oneself, and pick themselves up and continue to work hard.

The weather is not as good as the location, and the location is not as good as the people. Sichuan is one of the birthplaces of Taoism and is deeply influenced by Confucianism.In terms of dealing with people, Sichuan people value peace as the most important thing, believe in the doctrine of the mean, and advocate moderation in handling things, and stop when enough is enough;

Mencius once said: "The right weather is not as good as the right place, and the right place is not as good as the harmony of people." In the process of doing business, Sichuan merchants also attach great importance to "harmony between people". They believe that "harmony" can make money, and "fighting" will only hurt both sides. What does "and" refer to?It refers to the harmony between the internal personnel environment and the external business environment.The reason why Sichuan merchants can succeed is not unrelated to their kindness and humility, mutual help and love, and continuous creation of a harmonious atmosphere between host and guest.

There is a young chicken farm owner in Sichuan.Several Japanese came to the company a few years ago, saying that they came to do egg business with him.However, these Japanese look everywhere, eggs, chicken feathers, chicken feed, and even chicken manure. The Japanese are interested in anything related to chickens.They opened the eggs and watched carefully, chewed the feed for the chickens in their mouths, and asked in detail how the feed was matched, how the chicken farm was managed and many other questions.However, there is no mention of doing business.Before leaving, they also took a lot of eggs and feed.Although the behavior of the Japanese made the Sichuan boy feel strange, he still received them warmly and friendly.But what is intolerable is that these Japanese people came again in the second year, still wandering around, and still not talking about business.

In this way, for three consecutive years, the Japanese came to his company every year, like ghosts entering a village, wanting this and that; visiting this and that; asking this and that.Although the young man was very annoyed by this, he stabilized his emotions and was always friendly to these Japanese people, and took the trouble to answer their questions and try to meet their requirements.It turned out that the real purpose of the Japanese inspection was to inspect the quality of eggs produced by this company.After three years of follow-up and almost harsh inspections, the Japanese allowed their eggs to enter the Japanese market.

Sichuan people's way of life, which values ​​peace as the most important thing, has been reflected in different periods and different classes.Various newspapers have analyzed the mentality of people from various provinces working abroad: "The fanatical wave of migrant workers is mixed with people from all over the world... On the issue of wages, Guizhou people often get together behind their backs to say that there is not much money; Tell the boss directly, if you don’t get a salary increase, you won’t do it; Sichuan people are often the most docile group, as long as their salary is the same as others, they generally have no complaints...” It can be seen that Sichuan people are not competitive , as long as everyone is equal, they will not go to extremes unless it is absolutely necessary.This fully demonstrates the "middle way" of Sichuan people.

In business cooperation, Sichuan people will not argue with each other with too fierce words.They respect people, and on the premise of not harming their own interests, they will not do things that harm others, benefit themselves, or harm the world in order to make money.

In business negotiations, no matter how passive the Sichuanese are, they don't get angry easily, they don't express dissatisfaction, they don't want to embarrass others, and they don't want to let people down.If there is a sharp conflict between the views of the two parties, it is usually the Sichuan businessmen who first seek a solution to the problem, and finally resolve it through a compromise.It is these "peace is the most important" doctrine of the mean that makes Sichuan people achieve their own careers.

Business experience

The reason why Sichuan merchants can succeed is not unrelated to their kindness and humility, mutual help and love, and continuous creation of a harmonious atmosphere between host and guest.In Chapter [-] of "The Romance of the Three Kingdoms", there is such a paragraph: "Sima Yi received the women's clothing, read the letter, and was not angry. , and never mention the military affairs.” The general meaning is that Zhuge Kongming went out of Qishan six times, built wooden oxen and horses, and defeated Wei soldiers in the upper valley.Afterwards, Sima Yi couldn't hold on, allowing Zhuge Liang to humiliate the woman with clothes and send envoys to belittle her, but Sima Yi just laughed it off.Because he knew very well that Kong Ming was sick from overwork and his time was running out, so he retreated far and let Kong Ming spend his life on his own.Soon, Kong Ming died of illness in Wuzhangyuan, and died before leaving the teacher.

Sometimes we should do the same in business. When encountering a strong enemy or a problem, we can retreat first, avoid the enemy's spirit, and then find another way out.In competition, when two powerhouses meet, there is bound to be a loss. If one party feels that its strength is obviously weaker than the other’s, and the consumption outweighs the benefit, then the best choice is not to persist blindly, so as not to be burdened.Only when there is stopping can there be flow, and only when there is giving up can there be taking.And Sichuan businessmen just grasped this point with ease.

Sichuan has been known as the "Land of Four Blocks" in history. The high mountains around it have ruthlessly blocked the political, economic and cultural exchanges between Sichuan people and the outside world for thousands of years, making it difficult for Sichuan to communicate with the outside world.But on the other hand, the mountain that blocks Sichuan people from the outside world has become an excellent protective tool to defend against enemy attacks.The Sichuanese are well-known both at home and abroad for their superb defensive skills.In the Southern Song Dynasty, Sichuan guarded the Diaoyu City for 36 years, which is the proof.

Diaoyu City is located on Diaoyu Mountain, 5 miles east of Hechuan County, Sichuan Province. It was built in the second year of Chunyou (1242) of the Southern Song Dynasty by the Yu family, the governor of Sichuan and the official of Chongqing, in order to fight against the Mongolian soldiers and adopt the plan of brothers Ran Jin and Ran Pu. . In 1259, Mongolian Khan Mengge, who was so powerful in Europe and Asia, led an army of [-] to attack Diaoyu City.

This kind of thinking is also reflected in many Sichuan businessmen.In business, taking defense as offense and seeking the long-term are their first principles, not doing risky things, being honest and earning labor money are their business principles.Because they seek stability, they have less pioneering spirit. In terms of dealing with people, Sichuanese are also defensive.

The honesty of Sichuan businessmen makes them rarely deceive others. In daily life, they are less aggressive and defensive is their specialty.In a modern society that emphasizes competition, Sichuan people still maintain a modest and gentlemanly demeanor in the market economy, and adopt a defensive attitude in market behavior.This defensive-for-offensive mentality, to some extent, avoids many major commercial risks.For example, the wave of reform and opening up has pushed Sichuan wine, which came out of workshops in the past, to the throne of Chinese wine king.At the end of the 20s, Sichuan liquor occupied a considerable share in the national liquor market, creating the myth that "it is easy to shake mountains, but difficult to shake Sichuan liquor".However, Wuliangye, Jiannanchun, and Luzhou Laojiao have made extraordinary achievements in the history of the Chinese wine industry. Jiannanchun wine has a history of more than 80 years; Wuliangye wine has a history of more than 1000 years; Received a gold medal at the fair.

People often say that "the mall is like a battlefield", but this does not mean that the mall must be a battlefield.Although they have many surprising similarities in terms of rules and rules of action, they are different professions after all, and thus have many different characteristics.For example, although the methods of military operations are ever-changing, the ultimate goal must be to eliminate a specific opponent and win a specific space, that is, a territory.As mentioned above, we define the highest state of an enterprise as maintaining and expanding market share. Here we must have a broad and all-round understanding of market share.

Maintaining and expanding market share does not mean that we must stick to and try our best to expand the share of a certain product produced, a certain commodity distributed, or a certain service done (although this is the case in many cases), but It refers to the overall marketing status of the enterprise.Therefore, our overall market offense and defense does not necessarily have to target specific opponents and obtain specific sites.After retreating, we can make a comeback and overthrow the original enemy, or we can not make a comeback and seek development in another field.In other words, it is not necessary to compete with the original opponent, let him show off in this field and dominate!I will show my own value in another field to gain a higher market share.This is also a move to maintain and expand market share.

Just like military campaigns, in market offense and defense, defense or retreat is to advance in strides. Manufacturers who are unwilling to retreat and will not retreat will definitely not be winners in the commercial war.Different from military campaigns, in the market offensive and defensive, the strategic offensive after the active retreat may be to restore lost ground, or it may be to expand a broader and new development space.

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Just like military campaigns, in market offense and defense, defense or retreat is to advance in strides. Manufacturers who are unwilling to retreat and will not retreat will definitely not be winners in the commercial war.Keep your feet on the ground and take every step well. Rockefeller once said: "Businessmen need patience. Only by doing every business step by step can they create brilliance. If you are careless and rush to stride, the foundation is not solid, and the building you built is not good. Stable. Therefore, in order to become a big climate and create brilliance, it is very important to lay a solid foundation, which requires steady progress and every step of the way.”

As the founder of Tongwei Group, Liu Hanyuan's success is due to him step by step. Years of hard work have enabled Tongwei Group to occupy the No.8 throne of China's aquatic feed for 1 consecutive years.If it is said that Ding Lei and Chen Tianqiao's wealth is due to their standing in the right position and industry, Li Zekai's success is due to his good background, and Liu Hanyuan's success is due to his down-to-earth accumulation.

In 1983, after graduating from technical secondary school, Liu Hanyuan was assigned to the Lianghekou Reservoir Fishing Farm of the local Hydropower Bureau as an ordinary technician. He could get a salary of tens of yuan every month and lead a stable life.However, the technician discovered through observation that fish was a luxury in life at that time.Generally speaking, the price of fish is always higher than that of other meats.Compared with ordinary pork, it will even be 3 to 5 times higher.During the holidays, the price difference can even reach as much as 10 times.This made Liu Hanyuan see a rare opportunity.He believed that his chance had come.

Therefore, Liu Hanyuan immediately resigned and started his fish farming operation.A year later, Liu Hanyuan earned 1950 yuan.This success did not immediately push Liu Hanyuan to the road of starting his own company and becoming the boss, but took Liu Hanyuan to another road of technology promotion first.In order to benefit the farmers, Liu Hanyuan sent all his achievements to the families of fish farmers without reservation.Through technology promotion, Liu Hanyuan and many fish farmers have built a "customer base", which brought a lot of convenience to his later career development.It can be said that Liu Hanyuan finally embarked on the road of development of an aquatic feed manufacturer relying on this method.

Liu Hanyuan's fish farming technology has been welcomed by many people.However, as more people know how to raise fish, the supply of feed has become a problem.What's the use of raising fish if you don't have good feed?This question enlightened Liu Hanyuan's thinking. After careful consideration, he decided to invest all the capital he had accumulated over the years into the establishment of a fish feed processing factory.The first fish feed processing factory gradually evolved into Meishan Tongwei Feed Company.Since then, Liu Hanyuan has also started his own entrepreneurial path.

The fish feed developed by Liu Hanyuan became a commodity that was difficult to buy at that time. In just one year, his factory’s profit reached 600 million yuan, and in the second year, the profit in the first half of the year exceeded 1000 million yuan.Fish feed is on fire!Liu Hanyuan's first step was right!Under such a promising situation, Liu Hanyuan will never waver between scientific research and self-employment.

In 1995, he moved the headquarters of Tongwei from Meishan to Chengdu, started to focus on the feed industry, and set up more than 20 feed factories across the country.With his expansion measures, his Tongwei company has become familiar to more and more people, and the name "Tongwei" has become synonymous with fish feed.Of course, Liu Hanyuan did not forget to broaden his horizons while carrying out capital expansion. After the on-site inspection, he complied with the situation and pushed his business overseas. He registered and established Tongwei (USA) Co., Ltd. and Tongwei (USA) Co., Ltd. Tongwei (Germany) Co., Ltd.

With his pioneering spirit in overseas business, Liu Hanyuan is determined to develop Tongwei into a truly large international enterprise.In this way, he walked down step by step, and has never stopped pursuing diligently, and his efforts have also been affirmed by many people.

In 2000, Liu Hanyuan, who has always paid attention to technical issues, discovered a new world, that is, the "948" project included in the national development of agricultural technology and bioengineering technology, that is, the research on genetically modified fish.In order to take advantage of this opportunity, he set up a fish transgenic laboratory within the Tongwei Group, which is the first in the country.Being able to seize the opportunity at any time is also one of Liu Hanyuan's strengths.He has been expanding the enterprise powerfully from the perspective of professionalism and precision, and naturally he can obtain much more benefits than ordinary people.

Liu Hanyuan is such a typical Sichuan businessman, always doing his own business in a down-to-earth manner.He clearly knows that only by doing it in a down-to-earth manner can his destiny be changed, and any chance of luck can't really make him successful.

Business experience

In order to become a big climate and create brilliance, it is very important to lay a solid foundation. This requires steady progress and every step of the way.Desire is the driving force behind entrepreneurship Desire is the driving force behind human activities, and even more so, entrepreneurship.The gap between victory and defeat is not as big as people think, it's just a thought.When we make the best of our talents, life is solid; if we don't give our best, we regret that we didn't, and that's sad.

Desire can make a person's strength to the limit and remove all obstacles; desire can make people move forward at full speed without any worries.Any enterprise that can overcome all obstacles can often achieve unexpected success.

In the early 20s, the Hope Group, founded by Liu Yongxing and other four brothers of the Liu family in Sichuan, is now one of the largest private enterprises in my country.Their success is based on their desire not to be satisfied with the status quo.

In 1982, the four brothers of the Liu family resigned successively and started the family "Yuxin Fine Breed Farm".Liu Yongmei, the third child who worked as an agricultural technician, was a great hero in the early days of the business.He calculated a detailed account, and the eggs cost more than 1 cents each, while the quail eggs, which are only one-fifth the size, can be sold for 2 cents.Young quails can lay eggs within 40 days of hatching, and a pair of quails can raise five litters a year, worth 100 yuan.Liu Yongmei organized a scientific research team to breed quail with an egg production rate as high as 80%, and also formulated quail feed.In the first year when the four brothers went to sea, they settled at the end of the year and made a net profit of 1 yuan!

Although the Liu brothers were not the earliest professional quail households in Xinjin County, they played a huge role in promoting the quail industry in Xinjin County. In 1986, the Liu brothers owned 15 quails, and nearly one-third of the farmers in the county became professional quail households. During the peak period, tens of millions of quails were raised, which was higher than that of Germany, France, and Japan, which are known as big quail countries. Big.

The quail held up the hope of the Liu brothers in the early days of their business. They worked day and night to breed, incubate chicks, mix feed, and set up a canning factory (mainly producing canned quail eggs). After a few years, they made more than 100 million profits.The Liu brothers have gained both fame and fortune, and were hailed as the "Quail King" by the media. They won the second prize of the National Spark Science and Technology Achievement Award for their breeding of fine-bred quail.

The careers of the Liu brothers are not limited to the breeding industry that brought them great fame and fortune. They stepped into the feed industry to create their "New Hope".They set their sights on the feed industry. Although they already own a quail feed factory, the quail market is far less big than the pig market.Sichuan is a large pig-raising province in China, but the pig feed is very primitive.This is the case in Sichuan, and it is the same in the whole of China. Even large-scale pig farms use their own formulated pig feed instead of industrially produced and scientifically formulated pellet feed.

Since the mid-20s, Thailand’s Chia Tai Group, which has aggressively entered the Chinese feed market, has seen this point. They entered the Chengdu market and achieved very good profits.This incident touched the Liu brothers a lot, so they also decided to enter the feed industry.

In 1988, the Liu brothers bought 10 mu of land in Gujia Village and invested 400 million to establish a research institute and a feed factory.Judging from the scientific research institutes they established, it can be seen that their starting point is higher than that of ordinary feed manufacturers.Hope that the company has a group of full-time scientific research personnel, and also hired more than 30 influential experts at home and abroad as part-time scientific research personnel.The key technology and scientific formula of the feed are available. After nearly two years of repeated experiments, they selected "No. 33 Suckling Pig Feed" from 1 formulas.

Although "Hope No. 1" is not as famous as Chia Tai Feed, the quality of the two is the same. The most attractive thing is that the price is cheaper than Chia Tai's products. This has led many farmers to buy "No. 1" to feed suckling pigs.Hope Feed began to sell well, and Chia Tai Feed felt threatened for the first time.

A farmer who has tasted the sweetness wrote a jingle in his letter: "Eat a catty, grow a catty, hope brand suckling pig feed is fine." Liu Yonghao, the president of Hope Feed Company, read it twice and praised: "write Good job, use this jingle as an advertisement!" Since then, more than 1 kinds of hope series feeds such as "No. 2" and "No. 30" have penetrated into the hearts of thousands of professional pig farmers, "Eat a catty, grow a catty The jingle of "slip" is all over Bashanshushui.

When raising quail, the Liu brothers set their sights on the Xinjin County market; when they set up a feed factory, they set their sights on the Sichuan market.Assuming that the Liu brothers' vision is always limited to the initial stage of entrepreneurship and has no desire to make money, then "Hope" will not grow into China's No. [-] feed brand and China's largest feed group, and "Hope" will have no hope.

Never satisfied, unsatisfied with being the "King of Quail" and the "King of Feed" in Sichuan, the Liu brothers dared to challenge Zhengda in Thailand and put forward the slogan of "Striving for the First".Sure enough, all wishes come true, "Hope" has become the feed enterprise with the largest market share in China.

In the past, we often said: "In life, contentment is always happy, but in career, contentment is often unsuccessful." This statement is quite philosophical.Because contentment in life is the only way to have an optimistic mood, and contentment in career is easy to retreat if you do not advance.Therefore, if you want to be successful, you must be full of desire, keep making progress, and pursue excellence, so that you can make progress, develop, create, and contribute.

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Desire can make a person's strength to the limit and remove all obstacles; desire can make people move forward at full speed without any worries.Stretch to death the bold, starve to death the timid. As the saying goes: "Stay to death the bold, starve to death the timid." Many businessmen are timid and afraid of getting into trouble. They dare not do this or that. desire, but still unable to step into the door of wealth.

I am afraid that very few people in the world are willing to take risks willingly, because risks are often the fuse of failure. Risks can lead to the failure of a person's career, or even bankruptcy, ruined reputation, and never recovered.So from the perspective of subjective desire, everyone hopes that the risk has nothing to do with themselves.But everything has two sides, and risk is no exception.

In market practice, market risk means the possibility of failure to some extent, the greater the market risk, the greater the possibility of failure.However, risk often means the existence of huge profits.Because many people are afraid of the risk and refuse to intervene, it will reduce the number of competitors in a certain business field. From this point of view, the field of extremely high risk is often also the field of extremely high profit.

Sichuan businessmen are courageous and insightful, and they dare to take risks in order to make money.

The rise of Sichuan Changhong Group is inseparable from the extraordinary courage of its chairman, Ni Runfeng.Ni Runfeng is far-sighted, courageous and insightful. He has made a series of constructive decisions such as imitating and transforming another production line with a daily output of 1000 sets of color TVs per shift, and building the "Changhong Home Appliances City". The medium and long-term prosperity is enduring.

In 1988, under the restriction of the national price list (referring to the price stipulated by the state announced by the state-owned commercial enterprises and supply and marketing cooperatives, referred to as the price list), there was a situation that "people spend more money, and manufacturers can't make money", resulting in Changhong Color TV. The sales are slow, and it is difficult for ordinary people to buy a color TV at a price that is twice the national price.At this time, Ni Runfeng made a decisive decision: cooperate with Sichuan Provincial Industrial and Commercial Bank, and use Changhong TV as a prize to carry out prize-winning savings activities.Changhong Factory sold a batch of color TV sets to the bank at a price slightly higher than the national price but lower than the black market price. This move not only surprised the consumers, but also surprised the peers.This move enabled Changhong Factory to quickly obtain a working capital of 1.5 million yuan.

In 1989, domestic color TV manufacturers introduced a large number of color TV production lines. At the same time, the country introduced a color TV consumption tax. The color TV market was suddenly oversupplied, and manufacturers had a serious backlog of color TV sets.In the first half of the year alone, the Changhong factory had a backlog of nearly 20 color TV sets, accounting for 3.2 million yuan of funds.In the case of severe financial constraints, Ni Runfeng began to carry out price reduction activities on his own, reducing the price of each color TV by 350 yuan to promote profit-making promotions. Fifty days later, the country canceled the color TV consumption tax, but Changhong's backlog of color TVs was sold out.At the end of the year, the color TV market was weak, and the state made a decision to "reduce production and maintain value".Ni Runfeng immediately realized that the country would soon restrict the import of color TV picture tubes.At that time, there was a student movement in South Korea, and many foreign businessmen were reluctant to place orders.Ni Runfeng seized this fleeting opportunity and sent people to South Korea for negotiation.By the time the national document of "reducing the import of color TV picture tubes by 50%" came out, Changhong Factory had bought back 50 picture tubes at a low price.At this time, many color TV manufacturers stopped production and waited for material, but the production workshop of Changhong Factory was busy around the clock.

In 1996, foreign 25-inch brand large-screen color TVs had an absolute advantage in the market. At that time, the market share in Beijing, Shanghai, and Guangzhou was as high as 80%, but many joint venture factories did not put into large-scale production.On March 3 of that year, Ni Runfeng once again set off a trend of price cuts by virtue of "same technology, same quality", and openly declared war on foreign color TVs.In the face of overwhelming color TV sets from abroad, Ni Runfeng announced a nationwide price reduction of 26%, driving domestic color TVs to seize market share, thus domestic color TVs occupy an absolute dominant position in the domestic low-end color TV market.And Changhong's market share also increased from 18% in 1995 to about 22% in 1996, and the sales volume of color TVs increased by 27% over the same period of the previous year. The price war launched by Changhong in 61.96 contributed a lot to the turnaround of domestic color TVs.It is precisely because of these courageous and insightful decisions made by Ni Runfeng at critical junctures that Changhong has been in the color TV market for a long time.

Many people know that the four Liu brothers of the Sichuan Hope Group are also known for their bravery. When they first entered the sea, they sold their belongings such as bicycles and watches; quail.But afterwards it proved that their choice was correct and they succeeded.

Now, Liu Yonghao, one of the four brothers, is working hard again, not only entering the financial and real estate industries, but also involving high-tech fields.Of course, this transformation is not as "cruel" as in the past. In Liu Yonghao's own words, the feed industry is still the foundation. He himself has mainly changed from the role of a manager to an investor and strategic decision maker.The change is not as dramatic as it used to be, but it is a visceral change.

Business experience

Risk also often means the existence of huge profits.Because many people are afraid of the risk and refuse to intervene, it will reduce the number of competitors in a certain business field. From this point of view, the field of extremely high risk is often also the field of extremely high profit.There is such an interesting psychological experiment for a brand to decide its way out: fill an empty bottle of a certain brand of beer with Budweiser beer, and then fill the empty bottle of Budweiser with this beer, and then on a bustling street, please pass by. Free tasting for pedestrians.The experimenter first asked people to taste the Budweiser beer bottled with this beer. Most people said it was not good, and the taste was not authentic. One of them even vomited it out on the spot and complained: What kind of taste is this? It’s really bad. .Then the experimenter asked them to taste the beer bottled with Budweiser, and they all said: This is delicious and the taste is right.

So, the experimenter asked them if they had ever drunk Budweiser, and everyone said they had, and one of them said: I just drank a bottle at noon, and it tasted like this.This is really dumbfounding.Next, the experimenter tore off the label on the bottle and let people taste it.At this time, the tasters are at a loss, saying that this is delicious, and then saying that is delicious.This is the power of branding.

Coca-Cola President Woodruff once said: "Even if Coca-Cola's factories around the world are reduced to ashes overnight, with the Coca-Cola brand, they can quickly recover in a short period of time." This sentence fully shows that in today's world In this era, the brand has become everything to the enterprise.

Throughout the business world, no matter the size of the company, they are all trying their best to establish their own brand, or posting advertisements overwhelmingly, or making a big splash in the media, using celebrity effects to add luster to their products... Everything they do is to let people remember Remember the names of their products so that consumers can buy more of their products.And consumers are indeed easily attracted by brands, and are prone to impulsive purchase desires for those novel and unique brand products.

On the eve of the Spring Festival in 2006, Mr. Wang, the owner of a self-employed fishery in Sichuan, bought a large number of sea snakes, intending to take advantage of people's curiosity and make a fortune during the Spring Festival.However, after Sea Snake went public, no one cared about it at all.Boss Wang’s products cannot be sold because people think of “snake” when they hear the name “Sea Snake”, which makes them get goosebumps all over their bodies, and then avoids them even if they don’t even look at them.

Seeing that the Spring Festival is coming to an end, but Boss Wang's goods are still piled up at home, making Boss Wang feel like an ant on a hot pot.At this difficult time, one of his fellow villagers gave him an idea: change "sea snake" to "moray eel", let people know that it has both "sea flavor" and "eel smell", and eliminate The effect of rheumatism.This trick really worked, and in less than a week, Boss Wang's "moray eels" were sold out by people.Of course, Mr. Wang also realized his wish - he made a lot of money.

Boss Wang just changed a word in the name of the product, and there was a situation where "people sold out the product".What is the reason for this?It turns out that after changing "sea snake" to "moray eel", when people hear "moray eel", they will immediately think of delicious rice field eel, and it is rice field eel with seafood flavor, so they are eager to try "moray eel". It's delicious, so everyone rushes to buy it.

It can be seen that if the product has a nice name, it will be much easier to sell.In other words, things with nice names are usually welcomed by people.Of course, the so-called name here also includes the brand of the product. This brand is a shortcut to connect customers with the company, a magnet to attract customers, and can prompt customers to consume.

Business experience

If the product has a nice name, it will be much easier to sell.In other words, things with nice names are usually welcomed by people.Continuous innovation, never-ending If a person wants to expand his business, he must adapt to changes and keep advancing in innovation.We must be aware that the future world we are facing is not a world of stagnation, but a world full of competition.This competition is mainly a competition of creativity.The innovative spirit of the enterprise reflects its unremitting pursuit and efforts to survive and develop amidst changes.

Yin Mingshan, chairman of Chongqing Lifan Group, succeeded in starting a business at the age of 55. This never-ending entrepreneurial spirit has amazed the world.

In 1992, Yin Mingshan, who was nearly 53 years old, raised 20 yuan to join the thriving Chongqing motorcycle industry and began to produce motorcycle engines in a small workshop.Things went very smoothly, and he earned more than 100 million yuan in the first year.This time, he fully experienced the taste of entrepreneurial success.In addition to opportunity and shrewdness, Yin Mingshan also sincerely sighed: We borrowed the light of Chongqing's state-owned motorcycle companies and stepped on their shoulders to climb up.

After a short period of primitive accumulation, Yin Mingshan had more than 500 million yuan in funds.He cruelly spent 50 yuan for development, and developed the only 100ml four-stroke engine in the country at that time.The news came out that Zhejiang Qianjiang Group took the initiative to come to the door and demanded to underwrite 8 units a year.Then Yin Mingshan went all out and invested 100 million yuan to develop a 100ml electric start engine.With these two "domestic firsts", Yin Mingshan earned 3100 million yuan back at once.

The light was right in front of him, but Yin Mingshan didn't stop there.Since then, his company has launched a new machine that is the first in China or even the first in the world in almost half a year.Willing, willing, some must be able to give up.In terms of investment in technology, Yin Mingshan is generous.The company spends 4% of its expenditure on new product development every year, setting a record in the same industry across the country.When the company was at its hottest, dealers had to prepay for goods several months in advance, and lined up at the factory gate every day to pick up goods, so that the company got chartered flights from the airport every week to deliver goods. This was unprecedented news in the industry.

Lifan Group soon entered the national large-scale enterprise camp, and it was also the only private enterprise in Chongqing that entered a large-scale enterprise.By 2003, Lifan Group had an annual production capacity of 50 motorcycles and 150 million engines, entered the top 8 private enterprises in the country, achieved sales revenue of more than 40 billion yuan, and realized profits and taxes of more than 2 million yuan.

Strictly speaking, Yin Mingshan is an entrepreneur who does not understand technology, but Yin Mingshan who does not understand technology can figure out the market thoroughly.He believes that there are only outdated ideas and outdated technologies, but no outdated market.In order to innovate, Yin Mingshan also put forward the theory of motorcycle fashion, requiring researchers to engage in product development like promoting fashion brands.Don't underestimate the small changes in the appearance and color of the body or engine, it will often receive unexpected market effects.For an engine they produced, only the shape of the side cover has changed, and the cost has increased by two yuan, but the market price has been sold for 50 yuan more.

Yin Mingshan, who is good at thinking, also elevated his practice to a theoretical level.Yin Mingshan never forgets to sell his theory of "supply drives demand" to everyone who comes to interview and learn.In his view, innovation is not to passively adapt to the market, but to create a new market. As long as the enterprise is ahead of the demand, there will be no saturated market and saturated purchasing power.

Innovation is the motor of business.Yin Mingshan has created 8 national firsts and 3 world firsts in the industry, and 70% of his sales revenue comes from new products.Lifan Group, which he founded, also used this to defeat the time-honored brands in the industry, and gradually climbed to the position of the leader of the "Motor Gang".Faced with some people's prediction that "the motorcycle industry will become a sunset industry", Yin Mingshan is full of confidence: there is only sunset technology, but no sunset industry.As long as innovation continues, the manufacturing industry will never set the sun.

If you want to make your company bigger and stronger, you have to be endlessly ups and downs in the torrent of pain and happiness.And when bigger challenges appear in front of you, you need the passion and courage of continuous innovation, never slack, and keep moving forward, so that you can always stand in front of the times.

Business experience

If a person wants to expand his business, he must adapt to changes and keep advancing in innovation.The game of fighting big with small and winning more with less is like boxing. The strong and weak are often clear at a glance. Although the wise are weak, they can often concentrate their strength and attack one point.For small and medium-sized enterprises, when the overall strength cannot compete with large enterprises, adopting the principle of concentrating advantages can also "strike the big with the small, and win the strong with the weak".

The competition in the capital market is fierce and often cruel. One of its main manifestations is "big fish eat small fish".The result of the competition is that the "little fish" is eaten by the "big fish".But the "bristle king" Gu Gengyu insisted on the other way around, and the "little fish" ate the "big fish"!At the beginning of the competition, he is almost always "passive", so he must be a "fish" much bigger than him, who will attack him first, and then he will fight back violently. If you don't attack me, I will not attack others; if people attack me, I will attack them" is similar.And the result, just like the example of "winning more with less" in the history of war, is that the weak defeated the strong beautifully.Some people say that Gu Gengyu uses capital like he uses soldiers.

After the Second World War, Gu Gengyu used the wisdom of "winning more with less, winning big with small" in the game in the American market, and won the powerful DuPont Company, conquering the American market in a peaceful and dignified manner.

At that time, DuPont, an international industrial giant, had already monopolized the American chemical industry. From chemical fibers to automobiles, various products had already swept the world.At that time, two of the three major industrial pillars in the United States, namely, the automobile and construction industries, were inseparable from bristle brushes. They were used frequently, and because of their high wear and short service life, the amount of brushes used was even greater.Most of the raw materials of brush factories in the United States come from Chinese bristles.The US needs a lot of imports, while China needs a lot of exports.This situation has attracted the attention of DuPont, and they have invested heavily in the rapid development of a chemically synthesized bristle-artificial bristle.Soon, artificial bristles were put on the market and were welcomed by Americans, while our country's natural bristles were neglected.

Faced with this situation, Gu Gengyu did not panic, because he had already prepared countermeasures at the first sign of crisis.He confidently analyzed to his peers: "DuPont seems to be a behemoth, but it has great advantages and small features. You know, I am not competing with the entire DuPont company, but only with its artificial bristle. Competition, and artificial bristles are irrelevant in DuPont's tens of thousands of product output values, but we only have natural bristles, and there is no room for retreat or change. We can only fight to the death. Besides, the cost of natural bristles is low, The quantity is large, but the cost of artificial bristles is high, and it is the first production, so the quantity is relatively small. I paid a high price for a small quantity with a large quantity, and I made the determination to go all out and rather die than win. However, there are great concerns and plenty of room for maneuver. Any commercial competition can only occur above the cost line of both parties. If the market price falls below the cost line of one party, this party will withdraw from the competition. The main raw material of artificial bristle It is oil, no matter how low the price of oil is, it will not be lower than natural bristles. It should be noted that in the eyes of the Chinese, bristles are just waste. This is our greatest advantage, which is enough to control the price below artificial bristles. The huge DuPont There is no need for the company to fight with me for such a small product as artificial bristle. Once the price of its artificial bristle is forced to fall close to the cost line, it will use this production line to transform other more profitable chemical products."

Based on his many years of investigation and research and quick response ability, Gu Gengyu observed the subtleties, analyzed incisively, grasped the strategic points, achieved "knowing himself and the enemy", and then quickly adopted effective strategic measures and specific tactics to move towards a large enough The intimidating DuPont fought back.

Gu Gengyu, who is located thousands of miles away from Chongqing, directs the subsidiary in the United States—Ocean Corporation to mobilize intelligence from all parties, and firmly grasps every change in the production, sales, quantity and price of DuPont's artificial bristle, and closely follows up. The policy is to keep the price of natural bristles at a slightly lower or equal level than artificial bristles, while continuously improving the quality of natural bristles.In terms of usage habits and practical utility, the artificial bristles at that time were not as good as the natural bristles, and the natural bristles were cheap, so they were naturally welcomed by people.

The export target of Gu Gengyu is the importer in the United States, and the artificial bristle naturally endangers the interests of the importers at the same time.Gu Gengyu took advantage of this opportunity to tighten the relationship with the importer and form an alliance of interests; through the importer, he learned about the requirements of American manufacturers and helped the manufacturer improve the market reputation of the product, making the manufacturer very happy. Natural bristles are accepted and artificial bristles are ignored.

In this way, in less than a year, DuPont had to reduce the production of artificial bristles to a minimum, and lost the ability to compete with natural bristles.Gu Gengyu not only made steady money, but also controlled the market of Chinese natural bristles in the United States.Such a big and difficult competition, both winning and profiting, is really beyond ordinary people's expectations, so it is regarded by some as a "miracle".And Gu Gengyu has always maintained his demeanor throughout the competition, neither showing up nor engaging in any direct conflict with DuPont.In the words of U.S. President Wilson, Gu Gengyu "conquered foreign markets in a peaceful and dignified way."

Business experience

For small and medium-sized enterprises, when the overall strength cannot compete with large enterprises, adopting the principle of concentrating advantages can also "strike the big with the small, and win the strong with the weak".

Receiving things with faith, Tongsouwuwu deceit Sichuan people are very trustworthy, and they firmly believe that "the people cannot stand without trust."In Sichuan, dishonest and dishonest people will be isolated and looked down upon by others, and will be considered "that person is not real and cannot work together".

Sichuan people keep their promises, which can be seen from the little things in their lives.People in Sichuan borrow money mostly based on dictation, but it is rare to see people from Jiangsu and Zhejiang relying on writing as evidence; moreover, the borrowed money is generally not actively asked for, and the borrower will repay the money as early as possible. .They know the old saying: "It's easy to borrow and repay, and it's not difficult to borrow again." Of course, because the loan is private, the relationship can't be wrong, and there is no problem of interest.

In business activities, Sichuan businessmen pay more attention to reputation and trustworthiness.Both Hu Ziang and Gu Gengyu, who are in the business circles, value the reputation of enterprises.The products of the factory of Huaxi Company operated by Hu Ziang emphasize quality and reasonable price; the "Tiger" brand bristles operated by Gu Gengyu account for 70% of the US market and are deeply trusted by European and American countries.

"Integrity-based" is the "integrity management" advocated by both Confucianism and Taoism: don't engage in opportunistic manipulation, one should be one and the other should be two, and you should show what you are.Only by being true can one find one's own position and live in it safely, instead of being in fear all day long like Mr. Nan Guo who is pretending to be a fake.This kind of "integrity management" is the great wisdom of being humble and returning to the basics, and it is the profoundness of the ancient oriental culture.

Before 1949, Baoyuantong Department Store was the largest commodity wholesale and retail company in southern Sichuan, and its business had been very prosperous.The boss of the company believes that the trust of customers is the most important factor for business prosperity.For this reason, they worked hard in this area, and finally won the company's success.

Baoyuantong insists on not selling counterfeit goods, and the practice of "clear price, refund and replacement", treats any buyer in the same way, and never differs from person to person.The mantissa of each transaction, even if it is only worth half a copper plate, must be accepted in full, or refunded as it is.This kind of practice of neither asking for more nor accepting less, did attract a lot of opinions from customers when it was first implemented, thinking that its operation is dull and does not know how to adapt.But after a while, customers all believe that buying things in Baoyuantong will not be fake, will not be ripped off, and even children will not suffer losses when they come to buy things.No matter who the children are, even if they come to buy a small soap of three copper coins, Baoyuantong must wrap the soap with the complete trademark in Baoyuantong's homemade wrapping paper, so that the adults believe that it is from the past. Baoyuantong bought it.

After this reputation spread, even people living in the countryside entrusted others to come here to buy goods. The varieties bought in the list are both numerous and the quantity is sporadic.Baoyuantong gave him a list and a package of goods, each with an invoice, and the guarantee words "replacement and refund" were printed on the package paper. Of course, the buyer can rest assured, and the person who asked completely satisfied.

Baoyuantong won praise from customers with its kind sales attitude, and was trusted by customers because of its ability to guarantee the quality of its products. As a result, its goodwill was established and its business grew bigger and bigger.

Business experience

"Integrity-based" is the "integrity management" advocated by both Confucianism and Taoism: don't engage in opportunistic manipulation, one should be one and the other should be two, and you should show what you are.Finding the space and seizing the opportunity To gain insight into the trend and seize the opportunity, we are required to capture all kinds of favorable opportunities in the market at any time and grasp the initiative of competition.The point of leading the market is to attack the gaps in the market and seize the most favorable advantage in the market.

The American Gillette company, which is famous for producing safety blades, made a move in 1974 that made many colleagues feel "ridiculous", and launched the Daisy brand "shaving razor" for women, which was an instant hit. , sold well in the United States and exported to neighboring countries.The reason for its success lies in the fact that it is ahead of its competitors by taking the lead, occupying the gap in the market, and winning the leading and exclusive advantage.

As early as a year ago, Gillette found from a market survey that 90% of women in the United States often shave their legs and armpit hair for their own beautiful image, which is related to the "revealing" clothing of Western ladies.The survey also found that women basically buy men's razors to solve their problems, with an annual consumption of nearly 1 million US dollars.This is undoubtedly a very attractive potential market that needs to be developed. Whoever can discover and develop it first, and capture this market gap, will be able to make a fortune.Therefore, after some careful planning, Gillette launched the Daisy brand special "shaving razor" with a handle of a daisy pattern, beautiful color and suitable for women in the following year. It became an instant hit and was favored by the majority of women. The sales volume exceeded 1 million US dollars that year, making those colleagues who initially mocked the absurdity of Gillette company watch Gillette eat "fat meat" and regret it.

Gaps in the market exist objectively and will continue to emerge.In the market competition, whoever can discover the gap in the market first and take the first action without losing the opportunity will be able to occupy the gap in the market, do exclusive business, gain the advantage of the first opportunity, and grasp the initiative to compete for users and consumers.After occupying the market gap, if we can take advantage of the victory and do better in terms of product quality, variety, price, service, etc., we will surely win the welcome and trust of users and consumers, and expand the company and products in the hearts of consumers. The image of the company is finally a sure win in the competition.

In China's architectural decoration industry, laminate flooring is another popular floor decoration material after floor tiles and marble.In recent years, almost all of the new houses that have been decorated are decorated with laminate flooring. How did such a huge market come out?
In 1990, after graduating from Renmin University of China, Peng Hongbin from Sichuan worked as an interpreter for the Ministry of Foreign Affairs for several years.Later, he resigned and worked in the computer business in Zhongguancun for more than a year.Although he didn't make much money in Zhongguancun, he made many friends, accumulated valuable market experience, found the basic feeling of doing business, and most importantly, completed the role change from diplomat to businessman.

Later, determined to find a better business opportunity, he took a business trip to Europe at his own expense.He went to England first, and then traveled to continental Europe.At an exhibition in Germany, he discovered the decorative material of laminate flooring. At that time, this product had been popular in Europe for 10 years, but there was no such material in China.He decided that this material would have a bright future in China, so he decided to introduce this product to China.His choice triggered the popularity of laminate flooring in our country.

Some people say: successfully choosing a project is equivalent to completing half of the project.In Peng Hongbin's own words: "At that time, one of my concepts was that laminate flooring was a mass-produced product. It was not a labor-intensive product, but a production-intensive product. I found that a set of machines could produce several Millions of square meters of flooring, labor costs are almost negligible. In addition, considering the raw materials of laminate flooring, Germany’s forest resources are not as scarce as China. At that time, I thought that the protection of forest resources in China would be strengthened day by day, so This kind of product made in Germany must be very promising. So I settled on laminate flooring.”

Peng Hongbin also has such a business creed: always cooperate with capable people.He found the German EGGER Group, which was the leading European laminate flooring industry and furniture industry at that time. This company is not only the first wood company among the world's wood processors to obtain quality certification, but also the world's largest manufacturer of laminate flooring. Thousands of square meters of laminate flooring are sold to various countries.An old friend of Peng Hongbin is Dr. Du from Hamburg University of Technology. He helped Peng Hongbin realize his dream of introducing laminate flooring into China, because Dr. Du's classmate is the boss of EGGER Group.

In fact, the head of this family business has already taken a fancy to China's huge market and has participated in various international exhibitions in China for many years, but he has not sold even a square meter of laminate flooring.When Peng Hongbin talked about his ambition and marketing plan in fluent English, he was deeply moved by the young people in front of him.Later, the cooperation between the two companies was also very successful.

Like ordinary businessmen, Peng Hongbin said that his business is growing step by step, especially for a consumer product that Chinese people have never touched, and it needs to start from scratch.This process may be very bitter, but its results are always surprising.

Business experience

The main point of leading the market is to attack the gaps in the market and seize the most favorable advantage in the market.

(End of this chapter)