As the epidemic spreads, we will inevitably fall into confusion: what will we do this year? Do you want to transform? Do you want to insist? Will it be laid off?
Editor’s note: This article is from WeChat public account Chaos University (ID: hundun-university ), Author Ren Xin.
Too much, too little firmness. “03 days under the siege, live broadcast for 58 days” free public welfare lesson 03, to help you analyze the top Internet celebrity Li Jiaqi in 2019 and find your own advantages.
Don’t transform, don’t make decisions, don’t be afraid of layoffs
Beginning with the epidemic, talk about several issues that people are most concerned about.
Problem 1: Nowadays, everyone cannot go out, and the offline retail industry as a whole is killed. So many people are envious of the online delivery model. Do I have to rush to transform?
My advice is not to transform. To put it simply, everyone is now in a sudden black swan incident. Too much information is swiped on the screen every day, wages are rushing out, and psychological pressure is particularly high. It is wrong to make a major transformation decision at this time.
I strongly recommend learning now, not taking action, especially not having large-scale investment. Because once the transformation, it often means that many advantages and resources in the past are discarded, and the exploration of new directions is not clear enough. After the transition, you may find that the opposite is actually very barren.
Question 2: As the epidemic continues, many small and micro enterprises are struggling. What should I do?
I have two suggestions. The first one is a cliché, open source and throttling. I won’t mention it here.
The second suggestion is, from a darker perspective, this is a good time to ask yourself why to go and if you need to stick with it. When you start a business, you may be for opportunities, money, or dreams, but you will soon find that this is not so easy, and you are in the process of constantly solving problems and fighting fires. It is rare to have such a “cooling down” thinking time, forcing us to reflect on ourselves. Is it still necessary to persist?
Question three, how to avoid being laid off?
Actually speaking from the recent general situation, I think that layoffs will definitely happen, and there is no better way. Moreover, when all the problems wait for us to deal with them, they often have not come.Come on. So in the face of layoffs, you ask how you ca n’t be laid off. It does n’t make much sense. You can only think in a good direction:
This company lays off you, it’s nothing more than two problems: the company can’t, or you can’t. If it is not the company, can you change to a better company? If you can’t, can you realize this in time and stop sleeping?
The Black Swan incident in the beginning of the year forced each of us to realize more clearly that impermanence is the normal state of the world. Behind the above three issues, in fact, there is a lack of understanding of ourselves. With these questions in mind, today we look for the answer from the Internet celebrity everyone admires-Li Jiaqi.
No success can be copied, but we can disassemble the elements that support Li Jiaqi’s success, find the rules and thinking paths, and apply to ourselves.
How can a person earn as much as a mall? Situation, person, bureau
Everyone knows the label of Li Jiaqi, such as the devil who sells lipstick live, the world record holder of lipstick, and the brother who defeated Jack Ma.
A very noteworthy phenomenon is that throughout the year, everyone generally estimates that his sales are about 3 billion. What size is 3 billion? The total revenue of Shanghai Zhengda Plaza in 2018 was about 3 billion. Zhengda Plaza has 250,000 square meters and 3,000 employees. One year’s sales allow Li Jiaqi to do it alone.
How did you do that? The key reason is that he did the right thing at the right time (of course, this is a pure nonsense).
Although he seems to only open a live broadcast room to sell goods, he actually hit three factors: the e-commerce field that is erupting, things he loves and excels at, and Taobao and Douyin. Appeal.
The so-called [single-point-breaking] thinking model does not mean just choosing one thing and doing it all the time, you can do it; it is like Li Jiaqi, just doing one thing at the right point all the time.
1. Potential
What is the trend? For Li Jiaqi, it is the live e-commerce + beauty category. He stepped on both live e-commerce and beauty categories.
Look at live e-commerce first. In 2017, the scale of live e-commerce was about 20 billion. In 2019, it directly soared to 315 billion, which has increased 15-20 times in two years.
The second trend is the beauty category. This category is the category that can best play the effectiveness of the new channel of live e-commerce. When it comes to live e-commerce, what are the two categories that are most likely to get up? Women and beauty. In addition, the beauty category has advantages over women’s clothing because it has a relatively low unit price and is naturally suitable for high-frequency purchases.
2. I
Is it possible to step on the right trend or hit the air outlet, and the pigs can fly? This sentence is half right. If you are an eagle, it must be higher than a pig in the wind.
So, we have to find what we love and excel at, and then we are more likely to take advantage of this trend.
① I love it
Why is Li Jiaqi in this case? I have seen many of his interviews, and one of them mentioned that he loves sharing with others, and naturally he is a person who wants to share good things with others.
Several things touched me, such as once, he applied 380 lipsticks in six hours. Rubbing it, rubbing it, it actually hurts, and I guess it’s rarely done by ordinary people.
The next thing is even harder. In 2019, he did 389 live broadcasts, every day. For most things in the world, I can’t do it for a year, and he can. And when he was not popular at the beginning, there was no positive feedback for 4 consecutive months, and nobody watched it in the live broadcast room, but he persisted.
I believe that this is not determined by perseverance, but that he really loves this thing naturally, otherwise he can’t persist.
②I’m good at it
Everyone can go to his live broadcast room and feel that Li Jiaqi is really good at selling. What if I want to sell lipstick? Maybe this one is so red. The next one is more red, so there is nothing to say. But every lipstick of Li Jiaqi can be recognized, with different descriptions and usage scenarios.
For example, like the color just scooped out on rice paper, like plasma, the smell of a forest under a light rain, the girl walking in the white gauze skirt on the beach feels very clean … What is it like? I don’t know, but I feel right.
So, be sure to do what you are good at and love, so you can stick to it.
Next is the third step of a single point break to find your own.
3. Innings
The bureau is divided into two parts, network synergy and growth flywheel. Network collaboration means that you must effectively dispatch social resources to support the single point of existence of “I”. Growth flywheel, i.e. i only do one thing but itsEverything changed for the better at the same time, gained more resources, and turned the entire flywheel.
Li Jiaqi ’s first value network is Taobao. How did he use Taobao for him?
Supply: Use the goods of Tmall flagship stores of major brands;
Connect: broadcast live with Taobao;
Demand: He just sits there doing live broadcasts every day, waiting for Taobao to allocate traffic to him.
Supply-demand-link, he basically reuses Taobao’s system 99%, without worrying about anything, just do his own live content.
We have a misconception that we can’t be partial. Because you only have a good homework, your overall grade will not be good. When working as a company, we are also used to doing everything and minimizing our dependence on the platform and external value network.
There is nothing wrong with this kind of thinking, but the problem in the world is often a matter of trade-offs. Completeness often leads to an increase in survival, but it will significantly reduce our freedom.
For example. Think about it, who was the most popular online celebrity e-commerce company before Li Jiaqi? It is Zhang Dayi, and her Ruhan e-commerce is also the first Chinese online celebrity e-commerce listed in the United States. So why didn’t Zhang Dayi catch the live broadcast outlet?
One of the big problems is that Zhang Dayi’s ability is too complete. She has 4 private brands, her own supply chain, and her own design team. This raises two questions:
① Everyone’s time is limited. If you want to manage the 4 brands, you will have to go to the factory, customer service, and operations, and have no energy to do live broadcast.
② If I have my own brand, there is no way to find good products all over the world like Li Jiaqi.
For Li Jiaqi, although he is only doing one thing, that is, selling goods in the live broadcast room, in fact, after he sells the goods, he can bring him more traffic and better goods; Then the better it sells, the more big brands can give him more good goods and lower prices. People, goods and yards interact with each other to form a growth flywheel.
To sum up, Li Jiaqi was able to grow ten times faster, not because he looks good, not because he worked hard, but because he stepped on the right point. Stepping on a single point, doing what you love and excel at in an explosive field, but also leveraging several giant value networks (such as Taobao, Douyin), and started a positive feedback flywheel.
Don’t get lost, find yours”Single point”
Finally, in Li Jiaqi’s experience, is there anything we can learn from? Back to this picture, each of us should find our own single point.
This statement seems to be quite different from the traditional chicken soup approach. Generally speaking, we all like to build a full set of capabilities. If you rely on the outside, you always feel panicked, right?
But now, single-point breaking has become an increasingly worthwhile path, because this is an era of complete infrastructure, efficient network collaboration, and significant network effects.
As Professor Zeng Ming said:
Nobel laureate Ronald Kos explained that all companies are structured to manage high transaction costs. But new technologies are reducing these costs and enabling a networked approach.
The starting point of corporate strategy is not competition but coordination, and the way to create value has changed completely. Enterprise organizations are no longer a static vertical structure that requires management and control, but a dynamic and agile network composed of countless entities, and collaborate for missions and opportunities.
Back to a very basic question, how do you find a single point? To find a coincident point at the junction of me, potential, and bureau, this point is our own breaking point:
① Do you love and excel at what you are doing now?
② Is there a short-term bonus and long-term development value for your circuit?
③ Can your business collaborate with the value network to start flywheel growth?
Li Jiaqi said in his chaos speech: “A person is more fortunate when he finds his mission and encounters the wind.” We ordinary people are probably not as lucky as him, so we should work harder. Find your own breaking point, design a growth flywheel, and let yourself stand on the wind.
In the days when you ca n’t go out, I hope everyone is more pragmatic and spend more time on observation, research, thinking, and iteration. In the future, you can spend less time on falling off the wall and hitting the wall.
Author introduction
Ren Xin, Leader of Chaos Innovation, Founder of Get