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This year, the women ’s knife technique once again invited Huang Hai to share with us the opportunities he saw in the consumer goods business in 2020 from 0 to 1, from 1 to 10, and from 10 to 100.

• From zero to one: What are the two ways to start a new brand’s cold start to attract attention?

• From one to ten: how to find a high-quality category that can produce a single item?

• From ten to one hundred: How to form a closed loop for customer acquisition, product and repurchase?
  

  Women’s Knife Techniques Research Institute combed some of Huang Hai’s thoughts on women’s swordsmanship and light sharing, hoping to bring inspiration to new consumer brands.

  The following is content sharing:

  I am the Huanghai of Fengrui Capital, a consumer investor and researcher. In the past few years, I spent most of my investment work, Used to study how consumer goods companies grow and grow from childhood. I thought about one of the most important questions: What are the opportunities for consumer goods companies to counterattack?

  Buffett relied on investing in consumer companies to become the richest man in the world. In this process, it is easy to produce a century-old company. Procter & Gamble, Coca-Cola, Unilever are the most evergreen companies in the world.

  Equity is a long-term investor because of the characteristics of this industry. Because the consumer goods industry has a long-lasting attribute, he can become a great investor who has been holding a company for three or four decades and can continue to grow.

  Since an industry has such attributes of being strong and strong, does it mean that there will be fewer opportunities for subversion?

  There are indeed such ingredients. However, in the consumer goods industry, Hengqiang, we still need to find opportunities for subversion, although this is not an easy task in itself, unlike investment in the technology industry and entrepreneurship in the technology industry.

  So, where are the opportunities for consumer companies to counterattack?

  This is an issue that I have been thinking about for the past few years, and it is also an issue that everyone cares about. Everyone wants your business to grow bigger, but your competitors may include Unilever, Coca-Cola, Nestle …

  What driving force can help you break through the blockade and breakthrough of these big companies? What kind of driving force can you use? This is what I want to share with you today.

  Generally VC (investors) Seeing the rise of consumer goods companies, there are three stages:
  

  The first stage is from zero to one. It mainly depends on the stage of the project to determine whether its sales scale is zero to 100 million.

  The second stage is from one to ten. For a project where VC is invested from zero to one, if it can be realized from one to ten, then this VC is likely to already have profits. At this stage, it is about one billion yuan in sales.

  Next, I will also mention, what kind of things can be done to enable consumer goods companies to achieve such a leap? Being able to achieve from one to ten, both investors and business operators can get great returns from it, is already a satisfactory result.

  The third stage is from ten to one hundred. Investors can get a huge return of fifty times or even one hundred times. For example, three squirrels, Jiang Xiaobai, Xicha, and Perfect Diary are all in the process of ten to one hundred. These companies have not fully reached the state of eternal prosperity, but in terms of valuation range, we believe that they have realized the return of VC, and have entered the stage where investors and the secondary market begin to pay attention.

  When a VC investment project enters this stage, it is a very satisfactory result. It does not need to be done for every project. Most of them only need to be realized from one to ten, which is already a good return for VC. Every investment project can achieve from one to ten, and one or two projects can achieve ten to one hundred, which is a very good result for us.

  This is my analysis and summary of the three stages. Everyone can think about which stage your company and enterprise belong to and what stage it belongs to in the next stage.

  This is also the big framework I am talking about today. Next, I will disassemble the three phases and share with you what the company and operators require in each phase, and what kind of things to do separately.

  One, from zero to one: from start-up to annual sales of 100 million + )

  From start-up to annual sales of 100 million yuan, also known as a cold start or to achieve the company’s early survival. Not at this stage, the company is still in a crumbling process.

  A hundred million here is an imaginary number, corresponding to the company’s operating state and operating stage is to make a breakthrough around a single point, not completely limited to one hundred million. Because some companies have cleverly used some strong driving forces from zero to one, it may achieve 300 million or 5 billion.

  What is a breakthrough around a single point?

  Many startups actually find an opportunity. For example, when I voted three and a half, they were essentially from zero to one stage-found a product innovation and differentiation in instant coffee, made an instant product that did not exist before, and achieved a breakthrough from zero to one Single point.

  This single point is product innovation and the origin of high-quality opportunities from zero to one. In addition to product innovation, the second common origin of opportunity in consumer investment is a good customer acquisition method, which is also a breakthrough point from zero to one.

  The most typical of this type of company is the perfect diary. When the perfect diary was in the stage from zero to one, he found the opportunity of Xiaohongshu.

  Perfect Diary in Xiaohongshu
  

  In the first half of 2018, Xiaohongshu achieved a surge in traffic because of the star’s entry, and not many people have begun to bring goods and grass in it. The perfect diary first discovered the opportunity to acquire customers.

  The following Hua Xizi’s use of vibrato and live broadcast also belongs to this category. They have found a good customer acquisition method or bonus to achieve from zero to one.

  Doing customer innovation, or product differentiation like a half-and-a-half meal, as long as the company can do one of these two points well, it ’s not a problem to achieve sales of 100 million or even 340 million. The dividend of the perfect diary from zero to one breakthrough point is large enough, so it can even reach 5-6 billion.

  But there are some methods from zero to one that do not excite me. For example, snails noodles and self-heating hot pot, the recent increase in traffic volume is unprecedented, but these increases are only due to the rapid growth of Taobao ’s convenient vegetarian category.

  During the epidemic, even the tenth place in this category had more than 10 million sales in a month. According to annualized calculations, it can definitely exceed 100 million. Such founders will also tell investors that they have achieved from zero to one, but VC does not recognize it.

  From zero to one achieved by this method is not high-quality from zero to one, and there is no way for investors to be impressed. High-quality from zero to one, it must be that the company is actively doing something right, not because the passive category traffic surges or the industry suddenly encounters dividends. The two must be clearly separated.

  Snail rice noodles and convenient hot pot are very hot directions during the epidemic. With external force, it may be able to reach 10 million to 20 million a month. Compared with product innovation and customer innovation companies, they are difficult to distinguish the difference in a short time, and the value is about 10 million or 20 million.

  But the quality of companies that do the right thing and companies that rely solely on external forces are different. Investors are very concerned about what he did right when looking at the project, resulting in achieving high quality from zero to one, thus laying a good foundation and driving force for the subsequent growth from one to ten.

  This matter is the most important thing for investors, and it does not make sense because of the rise of Taobao search terms. I personally appreciate and recognize two different methods from zero to one:

  One is to find new ways to acquire customers, such as how to use a certain platform, how to do live broadcast on Douyin, and how to get Taobao traffic better. The founder should be sharp enough, have strong execution ability in acquiring customers, and know where the changes are. We listen to so many live sharing and courses, isn’t it just to catch up with changes and catch the trend?

  The second type is the product team, which is more scarce in the market.

  There are no advantages or disadvantages between these two methods. The important thing is that you have to be the best at what you are good at.

  Hi tea and three-and-a-half days are creative teams that have made improvements at the product level. Their acuity and understanding of change is not very strong, not from the perspective of the rise of fast hand shaking, but from the desire for products.

  Three meals and a half is created from the product itself. The idea is that instant coffee should not be only Nestlé, should not only be used in bars, and should not be only melted in hot water. This is the right brain. This type of team is a product team. Hi tea also belongs to this type of team.

  Xicha ’s milk cover tea separates the milk cover from the tea, resulting in a clear difference from the original milk tea: the original milk tea was mixed together, and the taste of the tea could not be drunk at all; now the tea can be drunk The taste and mouthfeel fully demonstrate the texture of the tea itself.

  Xi tea separates the milk cover from the tea
  

  The separation of the two is a small innovation in the product, which transforms the entire industry from sugar water into a product with tea cultural attributes. The thinking about flow calculation and precise scrutiny is left-brain thinking. This type of team is an expert operation team. They take customer acquisition as a starting point for thinking.

  After researching Kuaishou, I found that Kuaishou has not yet reached the stage of the explosion of branded products. Mainly it is still cheap to bring goods, and there is no brand demand. This may be an opportunity for a highly sensitive team.

  When will Kuaishou be able to do the cooperation on the brand side, with Kuaishou’s ability to bring goods, it will certainly provide a lot of companies with soil from zero to one.

  Recently, some cosmetics brands told me to make products with a unit price of about 30 yuan, starting from the quick hands, as a lever from zero to one. Douyin, Xiaohongshu, and Station B have been targeted by many brands. Although Kuaishou has a lot of goods, it is rare to bring branded goods.

  This year, a team is exploring and thinking in this direction. I look forward to seeing such a breakthrough. I am not trying to teach you which platform you should build, but I am talking about how to look at the stage you are in and the stage that each external platform is in, how to connect your product and platform development trends.

  In 2018,No one would think that the company that benefited most from the rise of Douyin is a cosmetic company called Perfect Diary. Douyin is just a content video platform, why do cosmetics companies benefit the most? Everyone is very clear now, but it must not be clear at the beginning of 2018.

  The powerful team will closely integrate the changes bit by bit with the industry companies they are in. This is good at achieving the qualities of the team from zero to one through the innovation of customer acquisition methods. They are extremely sensitive and good at catching changes quickly.

  
  

  1. Customer acquisition: the second curve of Afu essential oil
  

  Here is a case of Afu essential oil. Afu essential oil is a company that has been established for more than ten years. Why did it take it from zero to one? This is because it discovered the second curve in 2019.

  Alf essential oil has developed for a long time, but in 2018 it almost sold the company to Yu Ni Fang, and finally Yu Ni Fang had some problems so the transaction was unsuccessful. .

  In 2019, Diao Ye wrote an article “The New Wave of Consumption is Overwhelming”, about the change in the idea of ​​Diae Ye, from almost selling the company, to discovering that new consumption is a wave, and should embrace this wave .

  This company has a second curve in 2019, re-achieving the second high-quality development from zero to one, which benefits from a single point: a single product called jojoba oil.

  Ajo Jojoba Oil
  

  Afu essential oil did a good job in winning customersInnovation, and cooperate with the design of a product that better fits the external customer acquisition platform, the combination of the two becomes the company’s development opportunities and opportunities.

  Under such a background, jojoba oil has become an explosive model. It is the most visually impactful product among all essential oil products. The function it achieves is to remove blackheads. The problem is that the effect is hard to experience directly and difficult to present visually.

  Only this blackhead-removing product is paired with sister-style whip pure dew, which is very suitable for presenting its functions with short and powerful videos. The product has the best customer acquisition efficiency in the fast-growing Douyin platform, so the focus is on such products. The starting point of such thinking led to its second spring success.

  The specific advantage of the product is that the product has obvious efficacy, suitable for presentation with Douyin video, the price is moderate, and Taobao ’s keywords are blocked, and Taobao ’s strategy for operating Taobao is found. These factors lead to it selling 300,000 units a month , A single product annual sales of 400 million to 500 million.

  It is precisely the deep thinking about the changes of external customer acquisition platforms that led to the success of this matter, which is about customer innovation.

  2. Product: Three dimensions of product differentiation

  How to differentiate products? The first differentiating method is to cut through the blank of the price band. Thinking from the perspective of products, the first thing to consider is the price band. For example, Starbucks sells 30 yuan for a cup of coffee, Ruixing sells 10 to 20 yuan, and the price of three and a half units is six or seven yuan.

  The second is the differentiation of consumption scenarios, which is a very advantageous weapon for consumer products to do from zero to one. Taking coffee as an example, Starbucks is a space experience coffee service industry. When you buy coffee, you have to sit down and communicate with people. Its space experience is an important consumption scenario. Ruixing Coffee is standing in the office scene. If it is a little sleepy after dinner in the afternoon, it is likely to go to Ruixing to buy afternoon tea and share it with the office. Ruixing went to the lobby of each office building, and most of them bought three cups and five cups of discounts. These are for consumers to share with colleagues in the office.

  Three and a half times again changed the consumption scene: a fan who wants to drink coffee and drink coffee normally, does not need to chat with people, and do not share with colleagues in the office. The scene may be at home, on a business trip, or traveling. In the process, drinking coffee is just because I drink coffee every day.

  Three and a half coffee scenes
  

  The three-and-a-half-time implementation is a scenario that allows consumers to drink coffee efficiently and conveniently, and also to take a coffee to home. Buying a fast-selling item from the Internet and back home, this is a common consumption scenario for many daily coffee lovers.

  Different consumption scenarios are a very important dimension in the process of product innovation.

  The Greek yogurt Chobani has made great product innovations, turning the yoghurts it drank into edible yoghurts, providing higher protein and promoting human absorption. Through product innovation, this company has created a new consumption scenario that uses yogurt as breakfast.

  Greek yogurt Chobani

  China Lechun has the same idea, but such yoghurt requires low-temperature preservation and cold chain. China’s cold chain is not mature, this category is harder to do than the United States. The US cold chain is very mature. For American companies, after the product innovation is completed, they have achieved the miracle of five billion dollars in sales in five years.

  The third dimension is the function point. In the past, instant coffee was melted in hot water, and now this is melted in cold water; in the past, milk tea was mixed with milk and tea, and now it is separated; in the past, the essential oil was virtual and intangible. Blackhead essential oil with real and clear effect. Efficacy design is also a common dimension of differentiation.

  The points of differentiation are very valuable for startups.

  Scene and customer acquisition are from zero to one very good opportunity origin, but these two are not completely separated, and can be combined. Many good companies have already considered how to spread the product when making the product, for example, the cooperation between Xicha and Yakult:

  The Yakult has a nostalgic color, and Xicha has made five times the number of Yakult, which has a very good spread effect. Another time, Xicha made a drinkable moon cake. The spread points of these products are all designed when the products are made. When users get the product, they have given them a strong invisible driving force to share, write notes, or post on Weibo.

  Yakult and Happy Tea
  

  Product companies do not pay attention to customer acquisition. For example, three and a half packages are made for customer acquisition, but product company thinking about customer acquisition is integrated into the product. Hi tea and three-and-a-half times are thinking about getting customers into the product, rather than thinking about how to use Douyin and Xiaohongshu from the perspective of platform traffic.

  At the same time, you can also think about how to let consumers spontaneously spread products from the perspective of the brand. Starting from the product packaging, but the purpose is to let everyone spread, from the product to the customer is not so clear line.

  Food and beverage is better for product innovation, but not every industry can do product innovation, such as cosmetics. Good cosmetics companies must think from the point of customer innovation, because there is relatively little room for product innovation in this category. Pure product innovation is a good way, but there are transitional zones in between, both product innovation and consideration of customer acquisition.

  The better it is to combine the two things of obtaining customers, the wine is fragrant and not afraid of deep alleys, which is the better condition. Product and customer acquisition are spectrum, not non-Black is white.

  There is a report in the content shared by the women’s knife method. The analysis of key companies in the Tmall food industry is particularly interesting. It mentioned that the three-and-a-half-time delivery was inadequate and the customer-entertainment level was not enough.

  I agree, A company must go hand in hand with product acquisition and customer acquisition.

  Perfect Diary is such a typical example. It is a company whose core competence is customer acquisition, but its products are also doing very well in the process of rapid development.

  To summarize, in the first stage of enterprise development from zero to one, as long as you find a sharp entry point. This sharp point of entry is customer acquisition or product.

  If it is a mature supply chain industry, such as cosmetics, then the company ’s effect is the category growth rate multiplied by the flow dividend, which is the best case for a company from zero to one.

  The perfect diary went online from the beginning of 2017 and reached zero to one by the end of 2018, with a total of 5.6 billion sales, so industries with mature supply chains should look to the front. This is why more than 60% of the participants in the marketing conference are from the cosmetics industry, because everyone is looking for opportunities at this point.

  The cosmetics and apparel industry is mature because the foreign trade industry and foreign companies have been in China for twenty or thirty years. The high-quality industry demand has been given to Chinese factories. The supply chain has been cultivated by the needs of foreign companies and foreign trade. Well, in the process of running-in, their production capacity has been improved.

  Today, it is impossible for Perfect Diary to make something that no other factory can do. It can only rely on the platform of mature factory resources.

  For industries with immature supply chains, the mid- and back-end of the product, that is, the supply chain level (including formulas, raw materials, processes) Is organicWill make a difference and make something different. China is known as the most mature country in the global supply chain, but the food industry is one of the few that is not particularly mature.

  This is because the Chinese food industry is dominated by fresh agricultural products rather than industrial manufactured products; in addition, food is perishable, there is no possibility of foreign trade, and it is difficult to rely on foreign trade to train the industry to mature.

  In the past two years, there has been a very big investment direction called “catering standardization and food standardization” (SOP) , many entrepreneurs say they want to put Non-standard dishes become an SOP, with a standardized output, and a semi-finished product that can be eaten by consumers with a little heating. The wave of standardized SOP in the food industry has just begun in China.

  The maturity of these production and supply chains has gradually matured with the development of demand, and it is still in the process of development. The industry that is still in the process of maturity has a lot of room for development. Who can find the point of innovation first, is a good way from zero to one at the product level.

  All in all, the zero to one approach has different applications for different industries.

  Second, from one to ten: annual sales of 1 billion +
  

  For VC investments, investors are less likely to lose money when the project reaches one billion sales. What kind of ability is needed from one to ten? This is related to the team’s ability, but also to the category.

  The more you can produce a large single product category, the greater the possibility of achieving from one to ten. From zero to one, the difference in category is not very big. You can achieve it with or without big explosions; but if this category has no explosions that belong to you, it is difficult to achieve from one to ten.

  The jewelry industry is very large, with a scale of 700 billion, and the Tao department alone has a scale of 60-70 billion, divided into high-priced jewelry and low-priced accessories. However, in 2019, Tmall and Taobao’s accessories sales rankings were Swarovski, Pandora, ZEGL, and APM.

  The first, second, and fourth are all big names. They are already very mature brands that have been made offline. Later, they opened up online sales channels. They essentially just accumulated offline influence for a long time online. I have zoomed in on the above, not in the scope of my investment.

  But why is there no one on Tmall’s largest Internet native jewelry brand that can sell more than 300 million on Tmall? This cannot be explained by the size of the market. Because this market is very large, when there are billions of companies in the makeup industry, there are no more than 300 million companies in the jewelry industry.

  Similarly, this cannot be explained by the Internet penetration rate. For fresh food, it can be explained that the Internet fresh food penetration rate is too low, and they are all bought offline, but there is no reason why they cannot buy jewelry online.

  The only explanation is that there is no explosion, no users, it is easy to be diverted. It is difficult to make power when doing customer marketing. There are many long-tail products on Taobao. When your attention is distracted, it is difficult for consumers to remember what your core product is, and it is difficult to focus on acquiring customers for a product.

  In the process of the rise of Perfect Diary, 80% of the energy was put on lipstick and eye shadow, and the product was placed on the product volume in a targeted manner. But for clothing, fashion and accessories, consumer demand is extremely personalized and scattered, it is difficult to form explosive models, it is difficult for consumers to form a very deep recognition of a series of products.

  The key indicator I focus on is the same sales volume and the number of SKUs that need to be managed. The smaller this number, the more room for the company to grow. This is why fashion apparel is not an investment hot spot now, because if the realization of hundreds of millions of sales needs to manage thousands of SKUs, the company’s growth and management difficulty will be very high, and the attractiveness for investors will decline.

  This is how the characteristics of the category are important in the process from one to ten.

  The second point from one to ten is deepening or extending from zero to one. From zero to one is a single point breakthrough process, there are high and low quality points, but only need to break a single point, many companies can do it. In a market as big as China, there are many companies selling 10 to 20 million yuan per month.

  But it is not enough to rely on a single point from one to ten, and a closed loop is needed. This requires a team to connect different links into a closed loop beyond the single point of advantage. This is fromIn the point-to-face process, “point” is the breakthrough point from zero to one, and “face” is a closed loop from one to ten.

  If it is a team with strong customer acquisition ability, it is necessary to improve the repurchase ability. Many articles on private domain traffic are analyzing what Xiaowanzi did in the perfect diary. The ability of Xiaowanzi is surprising to the fact that different accounts of Xiaowanzi actually face different friends and are in different circles of friends. Different content is sent out, there are thousands of people, this is to operate the private domain traffic to a very high level.

  Perfect Diary Xiao Wanzi ’s Private Domain
  

  In fact, private domain traffic is not mainly used for customer acquisition, but for repurchase. The ability to acquire customers is carried out in the public domain, including various open platforms such as Douyin Live and Kuaishou; while the private domain is a group operation for repurchase and is a manifestation of repurchase capabilities. The two have different focuses.

  Teams with strong customer acquisition capabilities, such as the Perfect Diary, do a very good job of private domain traffic from one to ten hours; teams starting from product development, such as three and a half, are achieving from one to ten The report of the women’s knife method also shows that the delivery can be strengthened, and if it is not strengthened, it may be imitated and caught up by everyone. This statement is correct.

  In this framework, cut in from one point, complete other weaknesses, and connect them into a closed loop, running through a large-scale closed loop. This is whether the company can realize the process from one to ten, and whether the investment can be The key factor of return.

  If your company is in a stage from zero to one, you must think about how to make your products more sharp. If it is from one to ten, think about whether your category can be closed-loop, and whether the operation method can be On the basis of strengths, other weaknesses are completed to realize the process from point to surface.

  Three, from ten to one hundred: Can it be achieved, often involuntarily
  

  From one to tenWorried about the size of the market, but from ten to one hundred you need to think about the industry ceiling. Can it be realized, sometimes involuntarily.

  If the Internet penetration rate of an industry is insufficient and everyone is accustomed to offline consumption, then after the Internet brand becomes bigger, in order to achieve from 10 to 100, you need to go offline.

  But the categories of the Chinese online market from 1 to 10 billion are basically supportable. If the entrepreneur says that he wants to go to the offline Chinese business and feel that the Internet is not working, then I will ask him At any stage of development, if you are going offline from zero to one, I will question whether the team has to develop offline channels so early because of a bad internet.

  At any stage, think about what the problem is. When enterprises reach the stage from ten to one hundred, they must determine whether the industry’s Internet penetration rate can support you from ten to one hundred, or go offline. For example, Perfect Diary has opened so many offline stores because it has reached the stage from ten to one hundred.

  The second point is the market size, needless to say.

  The third point is the speed of the giant ’s response. If the giant quickly cuts into your category, from ten to one hundred is also challenging. For example, the category of convenient hot pot, Haidilao has invested a lot of resources in doing it, so for the hotpot startup, whether it can achieve from ten to one hundred depends on the response of giant companies such as Haidilao. speed.

  Fourth, the company should consider organizational and management capabilities. Many people say that startups are not managed. This sentence is correct. Startups talking about management may affect the degree of sharpness. But from ten to one hundred will face the problem of becoming a long brand (again, the Chinese market is so big, if you go from one to ten and from zero to one , Most likely you have a problem) .

  It is the right time to consider multi-brands from ten to one hundred. Supporting multi-brands requires stronger organizational and management capabilities.

  Taking Anta as an example, the process from ten to one hundred is the middle stage of the company’s multi-brand management. If a brand is doing well, branding and marketing are basic abilities, and from ten to one hundred, it is necessary to rely on multiple brands. To be a multi-brand, you must do a good job of managing the middle office.

  Source: Anta Sports Financial Report
  

  Anta has two sub-billion brands: Anta itself and Fila. The annual sales of Fila in the 2019 financial report are 14.7 billion, and Anta ’s annual sales are 17 billion, adding up to more than 30 billion. They are constructed by two brands with equal strength.

  Anta intends to be the third tens of billions of brands, so it acquired Archaeopteryx, the purpose is to make the brand into a matrix, and there will be a third and a fourth in the future. If a company makes two tens of billions of brands in China, we call this company a prototype of a multi-brand matrix.

  In 2019, Anta made the middle stage. Specifically, he made three business groups: outdoor sports business group, professional sports business group, and fashion sports business group, corresponding to the matrix of the three brands. . Professional sports correspond to Anta himself, outdoor to Archaeopteryx, and fashion to Fila.

  In addition to the business group, there are small and medium-sized brands. The business group will be responsible for the design, brand, marketing and other functions of each brand. Fila is on the fashion line and Archaeopteryx is on the outdoor line. The design and marketing of these two brands are definitely different and need to be separated into each business group.

  As brands increase, Zhongtai can undertake functions across business groups, such as retail channel expansion, procurement, supply chain production, HR and finance, and operations. These links are defined as Zhongtai. All links of all brands enjoy cross-business support.

  Anta now has more than 20 brands. When realizing the management of Taiwan, from 20 brands to 30 and 40 brands are possible, because it has already put the shelf in the management function and management structure. Out.

  To sum up, the first point is that at any stage, we should think about any problem. We must maintain a sense of rhythm and a good sense of position. You cannot think blindly before you reach that stage. This is unnecessary. You should focus more on the most important issues in the current stage.

  The second point is that when your stage changes, you must also have the ability to iterate on your own.The most demanding things for managers and operators in the process are to iterate yourself as the stage changes. Iteration allows you to think of higher issues.

  From zero to one, the problem you want is to get through the points. From one to ten and from ten to one hundred, the problem you want to think about becomes more abundant, multi-level, and more complex rhythm and position sense.

  When a good CEO enters different stages, his ability circle and thinking have obvious differences and iterations from the previous stage. This state is a very good entrepreneur state, and it is also the most admired and envied by investors. status.

  
  

  Four, Q & A

  Q: What kind of suggestions does the low-frequency high-customer unit price have from zero to one?

  A: Industry research and sharing pay more attention to the high-frequency industry, because there are more investment opportunities in the high-frequency industry, which is due to objective reasons. In a low-frequency and high-customer single industry, accurate customer acquisition is more difficult to achieve. Cosmetics can put an advertisement on Douyin, ten girls will buy it after watching the advertisement, because everyone lacks a lipstick, anyone can buy another lipstick, his accuracy is very easy to achieve . But if you are a practitioner in the furniture industry, there may be only one person who buys ten people. If there is no decoration, there is no need to buy furniture. It has nothing to do with advertising.

  For the low-frequency category, it is necessary to do accurate customer acquisition and content placement, pay attention to the product service of each user, will they recommend your product to others, because when consumers want to buy this You have to go to Baidu and Xiaohongshu to search and ask your friends for their opinions. At this time, it is important that someone will mention you and say your good things This is also our brand role in the traditional sense, it is more important for the low-frequency industry than the high-frequency industry.

  Q: How long does it take from zero to one?

  A: There are often many companies established last year, and this year it will be 100 million. It is a relatively normal speed for a good startup company to achieve 100 million in three years. If you are extremely fast and catch the traffic accurately, and encounter a relatively good bonus period, it is also possible to achieve 100 million in the first year. The time varies from person to person and is not important.

  Because when you have n’t achieved 100 million, you have n’t taken the investor ’s money, but the pressure will be less, and you still have to work hard to sculpt your products and find your user group. This time is longer. Yes no