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1. At the beginning of the business, we must focus on the ultimate
In the early days of entrepreneurship, it is necessary to carry forward a spirit: focus and focus again. Because everything is difficult at the beginning, at the beginning, we must prepare everything well and do it perfectly. It can't be optimized anymore, so it's possible that the start of your business may be successful.
When we first started our business, our products were actually a software. We haven't started a business yet. One year ahead of schedule, I started to prepare software and edit software there. For this software, I really focused on this issue for a year. I didn’t do anything in this year. I haven’t considered the issue of starting a business in this year. I haven’t considered the organizational structure yet. I haven’t considered the recruitment issue yet. It is the only R&D staff of our company. I was the only employee of our company at that time. It took almost a year to prepare and focus on our products.
After one year, I felt that this software is almost the same. There should be a market. I went to Shenzhen. The next stage was sales. At this time, I started recruiting two people, two people first, and then four Others. I mainly focus on advertising. At that time, because I was also a hr369.com science graduate, I didn't know how to advertise. I drafted an advertising copy. The advertising copy has more than 2,000 words, and I think of every advantage of my product. I don't want to fall down. I have 15 advantages in my summary. Later I felt that this advertisement can't be so many words, I deleted some and made ten characteristics. Change it yourself. Later, I didn't have the money at that time. I could only do a quarter of the tabloid version of the tabloid. The text couldn't be put down and streamlined. This streamlined process is also a process of optimizing the copywriting. This copy was almost half a month old. I focused on the advertising copy for half a month, and finally I was able to install it in the quarter of the tabloid. After making it, the effect is still good, and there are orders, and someone arranges my software.
In the early days of business, a person can only do one thing at a time, can't do two things, and do one thing, focus and focus again. Because entrepreneurship is successful, it may be composed of many aspects. It must be successful in several major aspects. If these aspects are not successful, the entrepreneur will not succeed and will not succeed. Unless you start with a good team and experts in all aspects, otherwise you still need to be the first person to personally, or lead the team to focus, focus on several aspects, focus on everything and focus on it, to the extreme I think the possibility of success in this venture is relatively large.
With the construction of the team, our sales have further expanded. After that, our products, our market has a new competitor, Jinshan Hanka, its level is higher than ours, this time I went back to focus on research and development, sales management, I have no problem. I took a dozen teams, closed to the university, and carried out research and development for half a year. I developed the M6403. This product should be more than Jinshan Hanka. This product is successful. The M6403 takes the size of the giant. Tens of millions of sales, mentioned billions of dollars.
(Successful at this stage) There are two aspects. Our products have indeed improved. It is indeed the best at that time. Because of any product, the consumption experience is actually the first one. It is the foundation. If your product is not good, your advertising is doing well, and your project has failed. The second one we invented a sales method at the time. In fact, it is plain. What is the way of this method? It is to bring the dealers all over the country to Shenzhen, pay the deposit, give him some discounts, and at that time take a name, everyone is joining . This method is still very effective in the case of competitors. These computer stores, these computer wholesalers, he does not enter your goods, he wants to enter Other people's goods, he does not enter your goods, he wants to enter Lenovo's Han Card, or Jinshan Hanka. If your giant Hanka fills its channel, then he will enter fewer people. When he recommends to buy a computer for consumers, when he actively recommends Hanka, I recommend more, when we Engaged in a large scale of the country, the country has developed 800 dealers.
We have done a good job in these two aspects. Soon we have grown rapidly and our annual sales are over 100 million. In this way, we have established the Giant Group, which has completed the entire entrepreneurship of our giants.
2. After success, you must know yourself correctly.
An entrepreneur, a leader and a team, the most difficult to recognize is himself, especially after achieving certain results, the most unclear about himself. After the giant succeeded, my team, mainly me, began to feel that I was quite big. I really did what I wanted to do. I could do it again, and I would overestimate my ability. . Why do you have focus in the first stage? Because you feel that you can't do it, you feel that you can't do it. You have to work harder, so you will continue to focus and focus again. When the second stage is successful, you feel that I can do anything myself, thinking that I am stronger than others. At this time, I have to make mistakes, and I can’t recognize myself.
After the success of brain gold, our team and myself have completely forgotten it. We were the second and successful, and then we started out and couldn’t clean up, so I organized three major battles, three major battles: health products, medicines and software. At the same time of organizing the three major battles, it expanded new fields, cosmetics and clothing. At that time, pyramid schemes were illegal, and a marketing department was established.
Because we are so obsessed, so I have invested so many projects, and now I look back, (but) understand management and understand business operations. There is only one result, only failure, because you don’t have so many talents because you don’t have Focus, because your human and financial resources, all aspects can not keep up, because a project to be successful, your research and development to do first-class, your marketing to be first-class, your management team to do first-class, your The incentive mechanism must keep up, and your financial resources must keep up. We did so much, and one couldn't keep up, so one month, three major battles, we invested 50 million in advertising fees in the first month.
Our three major campaign advertisements, I have a few deep impressions now, one is that the above row of Chinese characters is "Giant Action", below is a row of giants walking hand in hand, then young, also arrogant, people's choice There is a problem above. Now this advertisement is definitely not given, including Marx, Deng Xiaoping, Mao Zedong, and Einstein (and so on). Rows of giants walked hand in hand. The advertisement was stopped. The reason for the stop was that we had a row of great men walking backwards. The second row left a lot of people’s heads, and there was a bald head with a map. This is not a big problem because this is Gorbachev, there is a problem with his head. The hair of the family is combed from left to right. The hair is combed from right to left. This is a big problem. This is Hitler. The advertisement was stopped.
Our 50 million ads are basically going to be eye-catching, not promotional products. There is also an advertisement, B-52 bomber, three rows of bombs falling from above, one bomb and one bomb down, each bomb has products, one line is health care products, brain gold, giant fat, giant calcium supplement Strings, as well as medicines and software.
A month's 50 million advertisements went down, and in the second month, 30 million went down, and a small one billion was gone. At this time, our management is still not in place, the advertisements are out, the products have not yet been produced, except that the brain gold is already in production, other products are not produced, the advertisements are there, the advertisements are stopped, our products come out, no Advertising. Our funds are tense. The reason for the tighter funds is that we have built the Giants Building. The Giant Building has invested 1.2 billion. We only have 200 million yuan of funds and we have to go to the industry. Naturally, our money is not enough, so the giants The building was not covered at the end, and it is still there, it is a bad building.
The giant quickly fell into a trough and the giant fell from the cliff (falling). We went very fast. It took three years to climb up the mountain, fell off the cliff, and fell down in a month. Although it didn’t fall, it fell into a coma, shock, the whole company in January 1997. Shock, where is this root? The real reason is that we can't know ourselves correctly. When you get a certain grade, you can't know yourself correctly, you can't correctly evaluate yourself and your team's company's ability, and you are arrogant.
Because success is a burden, so the old saying in China is that failure is the mother of success. This is right. After the failure, you have summarized the lessons that are often true, often meaningful, and often make you improve. When advertising is successful, it is actually a bluff, including me. When he succeeds, he sums up, often not solid, in the sky, not grounded to sum up, so high and far, overestimate himself to sum up, so the experience of successful people Report less listen.
Failure is the mother of success, but success is the father of failure. It is easy to fail after success. It is because we are carrying the success of entrepreneurship, and half of our success will inevitably lead to our failure. This is the second sentiment I have talked about about correctly understanding my own problems after success.
3. When broken
One of the feelings of my failure is that it is broken when broken. After we failed, it was no longer possible, and it was a shock. At this time, I saw that the industry was not willing to let it go. I still wanted to save it. I also wanted to borrow money to find production funds, produce advertising, and build the team. Go to invest.
The Giants Building is looking for people to find ways to attract investment. All these efforts, we have worked hard for 9 months. From January to September 1997, we have been busy from snow until autumn. I was flying around all day, and the United States flew twice. Some people in the United States said that they invested, and they ran over, and they found out that they were liar. At this time, I dare not face the reality. At that time, we had 20 or 30 projects accumulated, and each wanted to protect. If you just fall, if you protect one or two projects, then one or two projects are likely to be guaranteed. Every project wants to be guaranteed. In fact, the last one is not saved. Each of our projects, including the Giant Building, is not stay. When you find one of your projects, one of your products, the trend is not good, the sales trend is not working, your team can't work, if the next stage is not saved, how much loss you have, quickly cut it, when you want to Broken.
Concerned about surprises
Ningbo Kyson Cool Electronic Technology Co., Ltd. , https://www.kysoncool.com