Tiger Pro Note: Affected by the epidemic, many companies have only started construction recently. Whether it is the way of working from home online and going to the company in batches, people It is eagerly expected that everything will be back on track, but the severe test of reality continues. Churchill once said, don’t waste a good crisis. Under tremendous pressure, entrepreneurs began to re-examine strategies, organizations, teams, review the situation, and look forward to the best solution in the current situation.
It is against this background that Tiger Sniff Pro smashed a bureau and invited several sharing guests and 500 billion-level CEOs together on February 8-2 On the 13th of May, 6 days, using the four major modules of the macro chapter, organization chapter, business and strategy, and actual combat chapter, online discussion of “people and money, how to quickly return blood?”
This article is the actual record of the fifth lecture. The invited Huawei strategy expert and multi-dwelling author Meng Qingxiang, from the post-epidemic strategy, corporate marketing and corporate management Three perspectives for strategic guidance for entrepreneurs. The following is a text collation of the course content.
Dear friends, good evening, my name is Meng Qingxiang. First of all, let me introduce myself. I used to be an employee of Huawei. Since retiring in 2016, I have been doing business training. In the past three years, I have given more than 300 lectures. For the training industry, the outbreak of this epidemic was very serious. Even from a certain perspective, the loss of the training industry may be more severe than that of the catering industry. After the epidemic, such as restaurants, the recovery will be faster, but the training industry may take a long time to recover, and the training industry may have nothing to do in half a year.
I will give you a lecture today. I am going to talk about several aspects. The first is to go to work under abnormal conditions. What should we pay attention to? What should I prepare? First, don’t take this new type of coronary pneumonia as a big flu. It is absolutely reasonable for the state to control the epidemic at all costs. This is a rational decision. From the perspective of the enterprise, it is necessary to resume work immediately. What kind of problems will be brought about after the return to work? After going to work, employees changed from quarantine to close contact. The epidemic has two characteristics: close contact and almost inevitable infection. Therefore, the company must have a plan to make an appointment in advance for the hospital.There must be a way to deal with it.
The second is the impact of the epidemic on the economy. To put it simply, I think that this epidemic will affect at least 10% of China’s economic GDP, which is the overall 10%, not 10% in the first quarter. Because our entire service industry accounts for 60% of the national GDP, the service industry has almost stopped, and most of its sales are irreparable. So just for this one, there will be great losses. In addition, some productivity lost during the production recovery process, such as Huawei going to work, but the customer does not see him, which will not create output value. If these are added together, there will be a 10% loss. So be prepared for a hard time.
Some people say that they are in danger, but that ’s all they say. The teacher mentioned earlier that SARS in 2003 made Ali and JD.
But this is conditional. One of the simplest and easiest for many companies to think about this new coronavirus is to sell it through the Internet. Including many training companies call me and ask me if I want to offer online courses. My advice is that it is best to lie down on the spot.
Why not try this new one? Because if you want to create a new model, then this model must already exist, but it is accepted by more people by magnifying it.
In 2003, e-commerce had already appeared, at this time people could not buy goods, they would instead buy online. But if the category you sell has never been sold online. For example, cars, and some auto industries are also trying to sell them through the Internet and vibrato. I personally feel that I can try them on a small scale. But the reason why the market cannot be opened is that this closure is only temporary, changing a little habit, that is, a booster. Don’t dream of bringing a huge business change through the epidemic, that’s not possible. Therefore, when we judge business timing, this is also the case. One thing shows a certain trend. External forces can only strengthen or weaken this trend, but it cannot grow a trend.
So marketing is just a few elements. The first is value. Value is the foundation. For innovative products, it is through sales, customers pay, and market inspection proves that it has value. The second opportunity is key. Third, information is means.
Fourth, trust is the goal. Marketing is actually remembering these four sentences. To describe in English words, it is VOIT. Now the product is sold offline. Because it is not easy to do online, if it is online, it will reduce the marketing cost, but it will also reduce the marketing intensity. If it is a relatively expensive product, such as the automotive industry, it would It’s not realistic to sell, because hundreds of thousands of things will be bought through Douyin? So How to develop the market depends on your industry’s estimates.
Marketing in each industry has different inherent needs for information. For example, the iron and steel industry, because there are national standards, if you buy rebar, how much is one ton, it is not so complicated marketing. butIf the product is very different, because there are many product characteristics, there is no way to determine whether the product is the product that the user wants to buy based on the marked parameters. The user is also very laborious when comparing the products. In this case, manufacturers use this feature, saying that they will do everything possible to instill information into users. As long as your information is infused a lot, it will have a greater impact on the customer’s mind, and the customer will recognize you more. At this time, the market was slowly opened.
I have an insight on marketing, which is the relationship between the outbreak and marketing. A to B business that Alibaba did in its early years sold industrial products online. Until now it is not a mainstream sales model, so this time I think it will greatly promote this. That is, Industrial products that could only be sold through offline contact, now slowly customers will accept industrial products sold via the Internet , but there is a trial process for this matter. Only after you have explored your experience can you become a pioneer in doing this, and then after the market environment matures, you will be the biggest beneficiary.
The overall marketing strategy is a rich marketing industry, mainly to the B industry, there will be more bombing. As shown above, the contents of the blue box and the yellow box are the same, but the thickness is different. This means that in a rich marketing industry, you must make each link a little better than your competitors, and if you have a way to add a link and increase contact points, it will cause you to close the deal.
Business Decision and Leadership
Finally, I will talk about decision-making and leadership, and how to use cadres. Why talk about this? Because I think this new coronary pneumonia very typically reflects how a decision-making process is presented. Some places do better, some do very poorly, and this is also true in the company’s operations. In the company’s operation, it is the same as the decision to deal with new coronary pneumonia, because there are various trade-offs to be measured.
First look at the outbreak of new coronavirus pneumonia. The big aspect is a stable thinking and supreme thinking. It then required a unified mindset, but lost its flexibility and its ability to deal with sudden problems. So processing was a few days late. However, the leaders of Qianjiang City, Hubei have very strong leadership and decision-making ability. When the country did not make a decision at all, the leaders of Qianjiang City said that we would rather go a little bit than prevent inadequacy. Therefore, the infection rate in Qianjiang City is very low, much better than other places. There was also a community in Wuhan. On the 17th, it was realized that this was a serious problem, and then the community was closed and managed. As a result, there were 1,766 households in this community, and none of them was infected. So insight and the ability to spot issues are important . For the company, it is very much in need of a good system to make decisions in a timely manner, so that the people who know the best can make decisions.
There are a few points that require reflection. The first point is that we must not choose people who can not match for key positions in the company, because being mismatched can hurt the company more than Germany. Once, I gave a very large company training, and finally the boss of the company asked me a question. He said that the company now has a lot of entrepreneurial veterans, but now the leadership is not working, and the thinking is outdated, but they did have credit in the past. What should these people do? My answer is two words-give money. Money can be paid, but the location has to be given up, because the cost of this location is too high. Therefore, key positions must find capable people , then what kind of talents are called capable people?
The easiest way is to prove his ability through actual combat. For example, Huawei has done a good job with this point. The core point of his cadre appointment system is to rely on meritorious service to obtain this position. This is a principle that Chinese companies have adhered to from the past to the present. I think it is the basic strategy. Because when it comes to being a boss and a manager, it is inevitable that someone will have prejudice. The way to eliminate this prejudice is to let everyone see if you can handle it, and you can do it in this position.
To sum it up, The company must hire loyal but disobedient people . This means that he can stay true to the incident itself, rather than immediately thinking about what the boss thinks. It is impossible to make good decisions just by thinking about what the boss thinks, because in a centralized organization like a company, the superiors appoint subordinates, and the subordinates inevitably guess the superiors’ minds. So in this case, it is very important that the disobedient person can be loyal to the matter itself. Companies must find people who can take responsibility and dare to make decisions in important positions.
The right leadership is very important for a company. How can we choose the right leadership? The first point is meritocracy. The second point is to use the successful experience to prove ability. The third one is Huawei’s more famous Four Forces and Three Senses. That is, leaders must have the ability to execute, understand the organization, make decisions, and connect people. The three senses are mission and responsibility. Therefore, in order to prevent personal prejudice, large-scale companies can consider it. It is not a matter of one vote. If the company is relatively small, the boss should also try to promote by military skills to avoid the spread of conservatives.
How should companies make decisions in a crisis. The first point is imagination, why Einstein said that imagination is more important than knowledge. Answered by several open questions. You know that there are genetically modified soybeans and genetically modified corns, so what are the genetically modified animals? The second is to judge whether it is difficult to make a transgenic virus. So why am I asking these questions without any reason? Because many of the problems encountered in the enterprise are completely new situations, you can not start. In this case, imagination is more important than knowledge.
The second point is that the ability to catch major contradictions is very important. For example, this epidemic has droplets, objects, and so-called aerosols. How do you judge the authenticity of the information? Or does it affect size? This shows whether you can grasp the main contradictions. If you are the company owner and you are the leader, then the more you need to judge this information. Therefore, when we make any judgment, we must grasp the most important thing, that is, the ability to grasp the main contradiction. That’s it for my sharing today, thank you all.
# The above is the entire content of the fifth lecture of the Tiger Sniff Pro Entrepreneur War “Episode” Blood Returning Course, and we will continue in < strong> Tiger Pro members The rest of the public account release Course texts.