I shared with you the story of a post-95 Taobao entrepreneurship with you in the morning. Today I will continue to share the pitfalls this young man has stepped on in management during his entrepreneurship process.
>>> Spend 6.6 million to fight a price war! From dropping out of junior high school to top category, this post-95 e-commerce boss has something to do!
1. People who have followed for many years have resigned collectively
In the early stages of entrepreneurship, we were a group of brothers working together. Everyone often worked overtime until 90 o'clock. I often took them to watch movies and dinners at night. There were more than a dozen times in a month, and this state continued until the end of last year.
Because they have been with me for many years, everyone has a low level of education. Like me, they are all junior high school students, starting step by step from operations, customer service, and art.
In recent years, the company has developed rapidly. Before last year, the company had a total of 20-30 operations, and 80% were inexperienced. At the beginning, the salary was 3,500. Two or three years later, and now the annual income has become 300,000 or 500,000, and their mentality has gradually changed.
But my own goal is still there and I want to continue working hard. They may be more satisfied with the status quo and are unwilling to learn by themselves, which leads to the company's entire management not keeping up.
At the beginning of this year, I hired an operation director for a high salary, but all the operation managers of the team left collectively. I happened to be studying outside during that time, and I didn’t notice that the group of brothers who had been with me for many years would have such a strong reaction.
Why do I dare to give this operation director such great authority? In fact, 70% of the reason is because of the trust in these brothers. This director has the ability. I am willing to let him try it. Unexpectedly, everyone's reaction was so great before it even started.
Before, our company was a customer service and warehouse, and there were 150-200 people at the most. The company atmosphere was very united. My role in the company was a peacemaker. I would reconcile when there were problems with the team. In March this year, I went out to study and didn’t chat with them often to clear up some ideological problems. They felt that I had changed, so people in various departments were very turbulent.
But in fact, I haven't changed. I even added basic salary and commission to them.
The actual situation is that this operation director is a professional manager, and the way of managing people is more about arrangements and requirements, which is completely different from my original management method. I teach it first and then take it together, not only about arrangements and requirements, but also personally participate in every step from 0-1.
When the operations director led them, they felt that I was not looking down on them anymore, and they stood opposite me in their hearts. When I came back, I found that they were leaving. I told everyone that you would go out and find a job first. If you find a job with a salary much higher than here, you can go out.
At that time, their salary was already relatively high, and it was actually a bit difficult to find someone who exceeded this salary. It happened to be the outbreak of the epidemic in Shanghai. As a result, several people knew that the company was in a difficult situation, but decided to resign. They basically didn't give any face and left as soon as possible. Some people didn't even hand over their work content.
2. Rebuild the team and get on track again
During the epidemic, we all worked from home, and most of them were not doing things, but our salary was paid. After Shanghai was lifted from lockdown in June, I spent a month getting the company on track, and now 70% of the company are newcomers.
Compared with my losses in the past few years, this is not a big difficulty for me. Maybe every entrepreneur will have a similar experience. At the beginning, a group of people who are both brothers and friends work hard to do one thing and make money together, but unexpectedly, human nature cannot stand the test in the end.
This incident also made me understand what human nature is. In the process of getting along with people, I kept reminding myself that you are very good to others and that they can consider you at least one point, but in fact, it is not.
Sometimes I am also thinking about why some people are suitable for starting a business, and some people are not suitable for it, because their vision and goals are different, so their patterns are also different. I think the core of the so-called pattern and tolerance is the goal, because my goal is relatively large and I am willing to be tolerant.
I have also thought from the perspective of others that if I were just a worker and would not make much money in a year, I might not have a real situation or tolerance.
It is normal to experience these things on the road to entrepreneurship. In fact, the most core is the boss’s own perseverance and intention. As long as he is determined, no matter how big the difficulties are, he can solve them. This is how life is, happiness and pain are coexisting. In general, I am also very entrepreneurial and enjoying this process.
In the few months since the epidemic was lifted, many people will feel that the company is a bit difficult. I say that there is pressure, but the pressure is filled with excitement and tension, because the current economy is not my pressure. What I care more about is whether the goal can be achieved quickly. I hope the company can do better every year and the team will do more perfectly.
3. Taobao can be copied, TikTok cannot
In addition to traditional e-commerce platforms, we are also doing Douyin now. We are still in an exploration stage. One category is equipped with 2-3 anchors, one operation, and one field control. The editing video is for 1 person to serve 3-5 live broadcast rooms. The view of each live broadcast is still unstable, ranging from 20,000 to 30,000 yuan, mainly investing in traffic, with very little free traffic.
Whether it is Douyin or Taobao, I think the underlying logic is the same. The biggest difference is that traditional e-commerce mainly focuses on people looking for goods, Douyin mainly focuses on interest e-commerce, Tmall belongs to supermarkets, and Douyin is like shopping.
Traditional e-commerce can be truly replicable, while Douyin has changed too quickly. Whether it is the traffic entrance of short videos or the paid channels, Douyin has been changing.
The probability of each live broadcast room is different. It is possible that these two live broadcast rooms can earn 3,000-5,000 yuan a day. The other two live broadcast rooms may lose a little money, and it is impossible to guarantee how much the live broadcast room can be sold. Our response measures are also very routine, which is to specify how long it takes to broadcast a day , because every hour depends on free traffic, and free profits will also be generated.
Our advantage is the supply chain. The live broadcast room is in vertical categories. Currently, we shoot a little short video and then invest in traffic. The duration is long. Sometimes the traffic will explode. We sell 35,000,000 yuan a day, earn a month's money, and may be continuous for a week. The number of people online in real time is only a few dozen people, up to 200-300 people.
4. Traditional e-commerce is becoming more and more difficult to start a business. You need to think well
Traditional e-commerce is not as good as before. The market traffic is very bottleneck, and customers' consumption is a must-have. In the past, people would go to Taobao if they had nothing to do, but now they have changed to Douyin. However, shopping on Douyin is not mainly about buying goods, so the demands are completely different now.
In the past two or three years, the overall consumption capacity of society has declined greatly. The entire e-commerce industry is still mainly about making money from the top. Doing Douyin is like doing traditional e-commerce. The richer people are, the easier it is to do, and the more capital people are, the easier it is to do. If there is no money, the market will change slightly and it will die.
Even if you do traditional e-commerce, it is mainly based on rankings. As long as your product ranks high, your traffic will be relatively stable. Otherwise, your traffic will be unstable, and your profits and teams will not be able to form, which is either useless and difficult.
If you want to start a business, you must look at your own advantages . You can do Douyin. Those who focus on supply chains and products can start with Pinduoduo and Tmall.
In terms of threshold, Tmall and Pinduoduo should be simpler. There are too many changes in Douyin that ordinary people cannot control. Moreover, the early labor investment cost is much higher than that in traditional e-commerce, and Douyin talents are also relatively scarce and difficult to replicate, but traditional e-commerce can replicate.
Although the underlying logic of traditional e-commerce and interest e-commerce are the same, the operation direction is completely different. The two operating modes are obviously different. Therefore, those who want to start an e-commerce business must think about it before making a decision.
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