Rebirth in 1998 is also a kind of life

"There are two most famous military books in the world today, which profoundly affect the politics, war and business of various countries;"

"One was written by Karl von Clausewitz, who was a corporal in the Prussian army; the other was written by Sun Wu, who worked as a farmer in the mountains for 2500 years 30 years ago—you heard me right, Sun Wu dedicated It was reused by the king of Wu only after he read this masterpiece of military strategism, and he did not have any experience in leading troops when he wrote this book."

Wan Qingyi looked at Lin Keran, who couldn't quite close his mouth, and smiled: "What's interesting is that from the core level, the two masterpieces are completely opposite;"

"This book is more like a military book summarizing Napoleon's military thinking. The core is; and the core is that Sun Wu's thirteen articles talk about how to avoid war or weaken the destructive power brought by war;"

"What's more interesting is that the book was first published in 1832 and was quickly regarded as a classic by the Western world. After indirectly promoting the two world wars and completely shattering Europe, it was gradually shelved; It is valued by the military generals of Europe, America and other countries. The admiral of the beautiful country once asked the Congress to use this ancient book, which has not been changed for 2500 years, as a study and assessment subject for its military officers. This voice systematically summarizes the Vietnam War in the beautiful country. After the cause of failure, the peak was reached."

"So, until now, a theory that is not well known by the public has become the consensus of the upper classes of various countries-small countries should learn, because it can help you expand quickly; big countries must learn, because it can help you at the lowest cost to reap the fruits of a succession of victories."

Speaking of this, Wan Qingyi looked at her best friend with deep meaning: "Everyone knows that shopping malls are like battlefields, so we can also understand that... small and medium-sized enterprises should read and expand by all means; while large enterprises and Super-large enterprises should study to allow themselves to advance and retreat freely in an environment surrounded by wolves."

Lin Keran glared at Wan Qingyi with dissatisfaction. Although she knew that Hope Group could only be regarded as a younger brother compared to the current casting investment business, but in terms of size and industry popularity, it could not be regarded as a small and medium-sized enterprise anyway. Well... what the hell is that look in your eyes?

Seeing Lin Keran staring at herself, Wan Qingyi smiled noncommittally: "The small and medium-sized enterprises and large enterprises here are divided according to their actual capabilities and ability to control core resources, and it has nothing to do with their size—you Hope Group, which has been helping Director Lin for so long, doesn’t think that the numbers on the books, such as the size and profitability of the company, can really represent everything, right?”

Lin Keran choked for a moment, then lowered her head in frustration. If the scale and profitability of the enterprise really represented everything, then Hope Group would not be as passive as it is now—in the hearts of the provincial leaders, their position is not As for the list of hidden champion companies whose profit scale is even less than 1/10 of them.

Seeing this, Wan Qingyi comforted: "Although you hope that the group can only be regarded as a medium-sized enterprise according to its real strength, in about three years, your fruit planting base will start to produce steadily, and after getting involved in the supply of concentrated juice raw materials , it is not difficult to become a real large enterprise.”

Lin Keran nodded, hoping that the group is like a sapling just taken out of the hydroponic tank and planted in the soil. Although it looks strong, it really doesn't have much ability to resist wind and rain; but wait until the roots are deep in the soil, and After the new root system has gradually grown, the situation is different.

………………

After pointing out the importance in a few short sentences, Wan Qingyi started to get down to the topic: "When Mr. Gong was explaining to me, he spent two full lectures dismantling a sentence for me - Know yourself and the enemy and you will never lose a hundred battles." .”

Know yourself and the enemy, and you will never be imperiled in a hundred battles?

Lin Keran looked at Wan Qingyi curiously when he heard this rotten remark.

Those who know the enemy and know themselves will never be imperiled in a hundred battles; if they do not know the enemy but know themselves, one wins and one loses; if they do not know the enemy and themselves, they will be imperiled in every battle - this is the summary of the famous saying, but everyone who has read it knows it, and this sentence It's very easy to understand. Is it necessary for Mr. Gong to give such a simple truth to give two lectures?

Wan Qingyi was not surprised by Lin Keran's expression now. In fact, when she heard that Mr. Gong planned to spend two lectures explaining this sentence, her reaction was similar to that of her best friend.

Taking a sip of the coquettish roselle tea, Wan Qingyi said lightly: "Although I don't think you may misread this sentence like some fish who slipped through the net of nine-year compulsory education, I still want to emphasize it again. ..."

"Knowing yourself, knowing your enemy, and winning a hundred battles does not mean knowing yourself, knowing your enemy, and winning a hundred battles; here, it refers to the meaning; that is to say, when a large enterprise competes, the first priority is to be undefeated, not to win—the undefeated here can be Peaceful coexistence after retreating from each other can be the tacit sharing of different ecological niches on the same track by the two parties, it can be a cake after retaining their own bottom line in the same dimension, or it can even take the initiative to come to the door regardless of face, showing weakness and cooperation. "

Seeing Lin Keran's unacceptable expression, Wan Qingyi grinned: "Do you know why lions on the African savannah hunt with one hit and kill, and stalking is rare?...Because There are hyenas around!"

"Even though the lion is recognized as the king of the prairie, those hyenas dare not approach at all on weekdays, but once the lion is injured in a long-term fight or consumes too much energy, those hungry hyenas will They swarmed up, risking their lives, and besieged the king of the grassland, who in their eyes was the end of the mast!"

"You know, business competition, especially business competition involving strategic elements, is as cruel as the battlefield; you may not get much if you win, but you will definitely die without burial if you lose—so, the two This word is the real essence of business competition!"

"That's why Sun Tzu said - being able to achieve the goal through some unspoken rules without taking a direct shot, even if it is a small part of the goal, is definitely better than you winning every battle and getting scars [-] times!"

Lin Keran looked at Wan Qingyi with enlightenment: "Like the saying that is circulating in the business circle?"

Wan Qingyi nodded, then shook his head again: "Although the words "remaining kings" have some connotations, the level difference between the two is not the same. It’s just passive and passive——if the understanding of the world only stays at this level, how can we Zhutou Trading Co., Ltd. scare the group of people behind Huixuanfang and make them retreat obediently? "

Lin Keran heard the different information, and immediately asked in surprise: "The group behind Huixuanfang and Modu Jincang took the initiative to stop. Didn't you get defeated by you?"

Wan Qingyi looked at her with some amusement: "Do you think that group of people are easy to provoke? Judging from their financial strength and social resources during this period of time, their overall strength will not be much worse than ours. ;"

"For such a strong opponent, even if we silently make a fuss about the supply chain, logistics and distribution, and finally use the three-pronged attack of public opinion, but...do you think they really have no countermeasures?"

Speaking of this, Wan Qingyi refilled some water for Lin Keran: "As I said just now, for top predators, not losing is the top priority. Judging the success rate of direct competition and the execution of the risk control plan Sunk costs after failure and failure are their minimum professional qualities; when we show enough predictive power and show our fangs brightly, they feel that the sunk costs obviously greatly exceed the competitive benefits, and they will naturally put away themselves. The paws of the people, obediently withdraw—we haven’t done anything anyway, at least in the niche of low-cost e-commerce, we have not shown any intention to get involved, the so-called keeping a front line in everything, so we can meet after the event!”

Lin Keran couldn't help curling her lips: "Fortunately, the outside world blows you up like a god, and a series of terms such as wrong-dimensional competition, destructive value chain reconstruction, etc. are all on your heads... After a long time, you are Xiuxiu Muscles, who wouldn't do that?"

Wan Qingyi gave her an annoyed look: "Simple? Simply showing off your muscles? It's not like there are no companies that are more powerful than our Zhutou Trading Company. In terms of strength, they are ranked among the top in the world... You let them be in Show off your muscles on the world stage and see if you can scare those people away!"

Lin Keran naturally knew what those "companies more powerful than Zhutou Trading" were referring to, and also knew how these companies had been tricked in the international market in the past two years, so he could only obediently shut up—— Just this year, a large company that directly belongs to the "third barrel of oil" was taken for a loophole and slaughtered in the futures market, resulting in a total loss of more than 20 billion US dollars. If so, as for this?

After carefully recalling what Wan Qingyi said just now, Lin Keran caught another important point: "Qingyi, you just said...the other party is because you have shown enough predictive power, and you have shown your muscles and left your eyes. After getting off the ecological space, are you willing to stop obediently?"

Wan Qingyi nodded: "It's still the same sentence, know yourself and know your enemy, and you can win a hundred battles—although it is the goal, harmony is the real point."

Speaking of this, Wan Qingyi sighed: "These two words are easy to say, but it is really not easy to do it and do it well-you know, any resources that you can use directly or indirectly, can be classified into the category; and those elements that cannot be used, but will be related or even directly compete with it, will be classified into the category; because the carrying subjects between the two often overlap with each other, it is only cut from different dimensions. It is only taken into consideration, so just dividing the elements and the range of action is an extremely complicated and huge job;”

"Especially for large companies, the more complex the business and resources, the more difficult it is to sort out, the slower the response speed, and the more loopholes that may be exposed to competitors--it is said that; no enterprise can Make every business under your command an absolute leader in the industry. Like a war, business wars also focus on localized advantages to make breakthroughs. No matter how strong your other sectors are, no matter how many buffs you can transform, as long as you respond If it’s not fast enough, you will definitely die!”

"Do you know that the current casting investment business has involved three major sectors: planting, manufacturing, and distribution. Its business involves more than ten large-scale industry tracks and hundreds of vertical subdivisions. Its business is so complex that except for some central enterprises, there is no one. A private enterprise can be compared to it—this kind of business structure may seem daunting to ordinary people, but in the eyes of people with ulterior motives, it is full of loopholes that can be attacked.”

"You also know that in today's society, when the basic conditions are met, the business war is based on poor information, time difference, and poor mental cognition; using the competitor's long business reflex arc to convert the opponent's business through the adjacent track, or It is one of the most popular and effective strategic competition methods in the world to vertically erode the opponent’s market space through similar ecological niches;”

"The reason why expensive mobile phones can overwhelm bp phones and home landlines in just a few years; a group of poor PHS can grow quietly and quickly snatch it from major mainstream mobile phone brands. There are so many customer groups; and the reason why tea drinks and sports drinks can eat up such a large market that originally belonged to carbonated drinks is based on this principle-to put it bluntly, it is to use the cognitive gap and time gap formed by competitors + !"

"I don't know myself + I don't know my enemy... the gap formed?" Lin Keran chewed on this sentence with some doubts, and looked at Wan Qingyi with some incomprehension.

Wan Qingyi smiled slightly: "Don't be confused, in fact, these two phenomena often exist at the same time - for example, if you want the group to make beverages, then you really know the core of your beverages to consumers. Where is the attraction? Is there a viscosity factor that cannot be replicated?"

Lin Keran was stunned. She originally wanted to say that the core appeal of the Hope Group to consumers lies in taste and quality, and more importantly, that the three hot drinks meet consumers' needs for beauty, health, and style; Think, these things are close to the existence of "skills", very illusory, as long as competitors are willing to increase investment in research and development, and put more effort in marketing, it is hard to say that they will replace themselves.

Seeing Lin Keran in a daze, Wan Qingyi smiled and said, "Look, as an executive of the Hope Group, if you can't even answer this kind of basic and core question, then there must be problems in the reality of human resources and production technology. You don’t know much about the advantages and disadvantages, the stability of the supply chain and hidden dangers, the value screening and hidden dangers of sales channels, etc.—in this case, what else are you talking about?”

Lin Keran opened his mouth in embarrassment. He wanted to say that they hoped that the group would have an erp system and adjust the data from it, but he immediately suppressed this idea—data does not represent the truth, and some things are extremely confusing , the real situation hidden underwater is often quite different from the data on the surface.

Seeing her like this, Wan Qingyi didn't shut up, but continued to ask: "Let me ask you again, do you hope that the group has conducted monitoring consumer tracking surveys and sampling of the 193 subdivided geographical and folk areas in Huaxia? Have you? The prevention mechanism for monitoring the beverage market above the c-level competitive products at any time? Do you have an information database mechanism to track and analyze the trend of the flavored beverage market in various countries around the world? Have you established a futures price fluctuation monitoring system for various raw materials? "

Every time Wan Qingyi asked, Lin Keran's little face turned pale—they hope that the Group didn't do these things, and even she had suggested the establishment of a monitoring system for raw material futures price fluctuations, but due to the I hope that the cash flow of the group is a little tight, and there is no suitable professional team candidate for the time being, so I will give up for the time being.

Wan Qingyi sighed: "Look, these things have nothing; that is to say, even those competing products that you will have in the future may seriously threaten your existing business, and from what angles will they come from your hands? You don’t even know the general direction of cutting the cake, so why are you talking about it?… You know, if someone really wants to deliberately block your hopes, the means will only be far more bizarre and unpredictable than you think!”

Lin Keran was a little unconvinced: "How could such a complicated operating system be perfected without two to thirty years of precipitation—even if you invest in business, no matter how rich you are, I don't believe you can do what you want. That's what you said!"

Wan Qingyi didn't refute when she heard the words, but just sighed with some emotion: "To be honest, since Zhutou Trading is a platform company, the dynamic competition factors we refer to are far more complicated than your Hope Group; plus There are not many large-scale peers in the world, so the external competition monitoring system has been in the stage of exploration, and it cannot be said to be perfect—that’s why I was caught off guard some time ago.”

Speaking of this, Wan Qingyi showed a trace of pride on his face again: "However, in this area, although we still have many shortcomings in casting investment and trading, and the market reflection arc is still not short, but after this challenge, we have found ourselves. Treasures, which have been neglected all the time, are also confident that we can establish a dynamic, internal and external synchronous information feedback network in a short period of time—that is, as long as we operate properly, we can not only effectively, but also to a large extent The role played by the above!"

Lin Keran was stunned: "What treasure is so powerful?"

Wan Qingyi's expression was a bit complicated, and she couldn't tell whether it was admiration or fear: "This treasure is... We, Zhutou Trading, have fully implemented the decentralized management system for two and a half years;"

"And... the big data that has been continuously accumulated and subdivided since the establishment of Zhutou Trading!"

Eh! ? ?

Lin Keran was completely stunned now, and had no idea that these two things had anything to do with the topic discussed earlier.

Wan Qingyi smiled: "You know, in this counterattack, it was not us high-level executives who first proposed the prototype of the concept of the model, but a small employee in the product selection department who had been employed for less than a year and a half—— On the official website of Gongyou Home, there are many agents in different regions selling products of the same brand. When he was doing customer maintenance, he found that the third-level distributors in some small counties had been suffering from warehouse problems and small batch shipments that caused shipping costs. Troubled by the problems that could not be lowered all the time, when various departments carried out internal discussion plans as usual, they put forward this seemingly extremely bold suggestion.”

"After we made calculations and found that the brand-new logistics and distribution service of drop shipping is really feasible, I suddenly realized that although every employee is a component of the company, every employee can also Be the eyes and brains of the company, feeding back the front-line information and ideas they feel are important to the company—as long as we can provide the right incentives, confidentiality and communication mechanisms;”

"At this time, I suddenly discovered that Yang Zhu had already planted the foreshadowing, that is... the decentralized management system!"

Speaking of this, Wan Qingyi looked at Lin Keran: "I don't know if you have played online games; in games, the union will issue many guild tasks, perhaps to purchase medicinal materials and forging materials, or to transfer skill books, It may be to provide traces of a certain field boss, or to sell a copy of the strategy - but no matter which task, the union will pay a satisfactory remuneration to it, even if it only provides raw materials, the price is higher than selling The npc shop is high;”

"Besides, everyone is operating game characters and using their screen names, so no one knows whether the cat or the dog is sitting behind the computer--some studies have shown that most people behave better in the virtual space than in real life." become more active and more willing to share their knowledge and information with others;”

"The most wonderful thing is that even though the virtual assets in the game can be converted into cash income, since everyone trades and interacts through the trade union system, a relatively fair system, most people make decisions about their behavior when doing union tasks. It will be more pure, and it will rarely have any concerns based on practical factors, and it will not worry that others will take credit for its own achievements; "

"So... you just need to upgrade the back office system of Zhutou Trading, incorporate all employees into this os system, issue more daily reward tasks, and adjust the privacy protection policy, so that employees can use their pseudonyms to perform online tasks. Communication, it won’t be long before we can collect enough front-line monitoring information and countless creative ideas that may be executable.”

"As for how to screen and screen so much information, and establish a feedback mechanism... Huh, this is a matter for the technical department. With the current level of technology, although these requirements are difficult, they are not impossible!"

Lin Keran immediately understood the cleverness of this move.

It is because everyone wants to go up and prove their worth; when there is an opportunity that can break through the barriers of the real class and appears to be relatively fair, anyone who is not a real salted fish will try his best to seize every opportunity. Opportunity - and Zhutou Trading has always attached great importance to the internal justice atmosphere. As long as the reward mechanism and feedback mechanism are in order, then the initiative and enthusiasm of these tens of thousands of employees can be imagined.

But in this way, the life of the middle and senior executives of Zhutou Trading will be even more difficult;

The original 1.0 version of the decentralized management system has greatly deprived these managers of the right to appoint and remove personnel and project management rights; now that the 2.0 version of the decentralized management system is released, I am afraid that the hair of these managers will be Sweeping light—when the people below are trying their best to shine in front of the core executives every day, as a boss, if you don’t run desperately in front of the team, you still have the face to continue occupying the latrine. shit?

However, to be honest, this kind of operating system similar to a full-staff virtual CMO is currently only in the country that has already established a basic foundation and dares to try it, and there is a certain possibility of success-if you change it to another company, how dare you do it? If you blatantly seize power from the management and share the cake, you will be rebelled immediately!

After deducing it in his heart with some regret, Lin Keran cheered up when he found that Hope Group could not even implement version 1.0 of the decentralized management system: "Your version 2.0 of the decentralized management system sounds very good. There is room for imagination, but in my opinion, at most this level can only be done relatively ok, but how useful this thing is in this respect, I still reserve my own opinion!"

Wan Qingyi smiled: "Actually, we never expected to be able to do a good job in this area by relying solely on the decentralized management system—objectively speaking, knowing the enemy is far more complicated and difficult than knowing yourself." , with the current level of our company's employees, it's not bad to not be misled by those complicated micro-market information."

"We are in the competition monitoring system, but we actually want to rely on our big data system that has already seen scale!"

Big Data?

A flash of inspiration flashed in Lin Keran's mind, and he immediately called out, "Are you planning to stay the same and keep an eye on the consumers?"

Wan Qingyi nodded: "The so-called constant change, no matter how active the competitors are, in the final analysis, the purpose is to snatch consumers away from us;"

"Since this is the case, we simply lock the target directly on consumers, and study their behaviors such as food, clothing, housing, transportation, entertainment, shopping, etc., as well as... their subconscious value preferences and the changing trend of value symbols."

"In this way, once we detect a significant change in their preferences in a certain segment, we can immediately search and trace the source, find out the root cause of the change, and enter the research and discussion link-whether there are competitors , and the methods used by competitors, it can naturally be roughly deduced.”

After briefly explaining the concept, Wan Qingyi remained silent, with a slightly unnatural expression.

Lin Keran also has an ugly expression. As common sense, she naturally knows that the superficial consciousness of human beings is full of deception. About 70% of language and daily behavior can be classified as "lie"; The power of the subconscious mind is more than 3 times that of the conscious mind, and it invisibly dominates various purchasing decisions and value preferences of consumers—although the big data system of Zhutou Trading is just a prototype and has many shortcomings, but the brain is a little Normal people know that with their industry status and financial strength, this big data system will quickly become a "mature body" within a few years.

Lin Keran shuddered when he thought that in the next few years, a monitoring system used for business would understand yourself better than you, and his words and deeds, emotions, sorrows and joys would all be hidden in those cold eyes. .

Seeing her best friend looking at herself with the eyes of a madman, Wan Qingyi smiled wryly, and did not explain anything, but brought back the topic a little bluntly: "Back to the topic, in fact, for any enterprise, It is a huge problem—after all, there are tens of thousands of companies in the world, and no one knows who will challenge you and how they will challenge you;”

"And some time ago, the reason why we, Zhutou Commercial and Trading, were able to suddenly understand the purpose and means of that group of people was actually thanks to that bastard Yang Zhu - if he hadn't noticed the other party's true identity and made a point, we might have Up to now, he is still being led by the nose!"

Wan Qingyi said to Lin Keran: "Mr. Gong once commented that the reason why Zhutou Trading Co., Ltd. was able to overcome the last crisis with an almost lightning speed and a winning attitude, apart from Yang Zhu's point, Zhutou's It is also an extremely important reason that the basic skills of various businesses in commerce and trade are extremely solid;”

"There is a saying: In the past, those who were good fighters were invincible first, and waited for the enemy to be victorious; the invincible lies in oneself, and the victorious lies in the enemy;"

"When two competitors with similar strengths face each other head-on, the victory or defeat actually depends on who reveals a fatal flaw that can be exploited first; The reason why the partner obviously has good strength and sincerity, but insists on being patient and secretively engages in development;”

"But compared to these technical things, Mr. Gong thinks these words are more important and closer to the level of Tao—but it's normal to think about it. In a track like o2o and e-commerce where there are few contestants, if The business of Zhutou Trading itself is extremely bad. If there is no right to speak in each link of the business, as long as there is a competitor with a similar business but a slightly better business level than yours, it will immediately attract a large number of members and cooperative merchants. Pull it away, they don't even need to fight with you in the public opinion war!"

Wan Qingyi, who looked at her best friend who seemed to be weak and gainful, continued, "Whether it's a war or a business war, the pursuit is a quick victory. Once it turns into a protracted tug-of-war, it means that both sides have failed—— This kind of failure is not only limited to the loss of strategic timing, but also manifested in the level of overdraft of medium and long-term interests; "

"Therefore, the six-character gist that Sun Tzu highly respects here;"

"However, as explained in the West, war is just a continuation of politics; Mr. Gong said that it is still just a technique, and the real importance of the six-character formula is the last two sentences, that is, the two characters-these two characters In fact, it is more about expressing things other than the chess game;”

"And when we did that special program with Cucumber Network and started to reconstruct certain values ​​​​in a destructive way, the other party already knew that we really saw them through; and as far as I know, that episode Time casting investment international trade has also made some small moves in the beautiful country - when Yang Zhu, who has been overlooking the chess game, suddenly expresses his position intentionally or unintentionally, he has already clearly realized that his true intentions have been seen through, and that things cannot be done For them, after we have reserved some escape routes for them, is it a strange thing to accept it as soon as it is good?"

Lin Keran was a little dizzy when she heard it, and what Wan Qingyi said next was extremely vague, and she couldn't make out the logical relationship at all - but she knew that some of the contents must be related to some of Yang Zhu's business secrets, Therefore, Wan Qingyi's reluctance to unfold it is completely understandable.

Not in danger?

Difficult to know like Yin, moving like thunder?

Lin Keran muttered these words in his mouth, and seemed to realize something in his heart—although the content in it was more biased, and more suitable for use in the situation of life and death, it could not be used in the traditional sense. She gave too much direct guidance on the business competition on the Internet, but these few words alone gave her a completely different feeling.

It seems that Hope Group's current embarrassing status is because they don't have any "thunder" that makes people feel dreadful!

Move like thunder?

In addition to the direction of concentrated juice supply, how does Hope Group go in order to make people really feel afraid?

Lin Keran bit her nails lightly, her panda-like dark circles seemed to be a little heavier...