Today I will tell the entrepreneurial story of the Laogao e-commerce club Tiancezhuang. I hope that the new year will give you new strength. Our life is always like this, and we gain knowledge and strength from other people's experiences.
Entrepreneurs need to be pioneers
Banxia e-commerce from Hangzhou started its business because of the birth of her son. Considering the life pressure she may face in the future, she accidentally entered the e-commerce with a try-making mentality.
It was 2013, and e-commerce was a strange field that had just emerged. She was a novice who couldn't even understand the traditional business model. Her skills were completely blank. She had never heard of operations, customer service, and artists. She could only use the stupidest way to see how others did it, and then learn to do it by herself, trying over and over again, polishing each link alone.
At that time, she managed the store and her husband was responsible for the products. Perhaps because of the hard work, her husband and wife store gradually began to show off her model. From a small couple's shop to grow stronger bit by bit, until one day, I suddenly realized that I was already leading a small team.
In 2018, e-commerce was booming. At that time, the foundation of C-store was pretty good. The general environment incited many people to be ready, and she was no exception. So she bought Tmall and JD stores and prepared to expand the scale and do a big deal.
The so-called "stop" that is familiar with the past is no longer applicable, and the road must be re-read in the face of the sudden increase of "stalls". Therefore, the reform of the entire system began at the end of 2018. The increasingly fierce e-commerce circle has gradually become more and more difficult for non-professional e-commerce people.
Because she does not have a systematic and professional management philosophy, she cannot find talents that can match her current situation. She has made various troubles, but she still revolved around.
A friend once said to me, first of all, you must be strong enough, and you can really rely on yourself along the way. Your growth must be ahead of the team and you must be a pioneer.
She also gradually realized that individual combat and teamwork are completely different concepts. In addition to specializing in business research, what is more important is to control the overall market, the stability of capital chain and cash flow, product research and development and packaging, risk assessment of investment or expansion operations, cost accounting, profit point calculation, and team management and continuous growth. Each link is a huge topic.
In the process of starting a business, she also formed her own experience in employing people, that is, honest, obedient, mediocre, smart, jumping, and slightly personalized. Choose smart ones; those who are talented and proactive and studious should choose active ones.
Of course, everyone has different management models, so they cannot be generalized. The demand for talents at different stages is different.
For her in the past two years, the biggest breakthrough is to learn to detach emotions and look at problems more rationally. Due to personal personality, I have long been accustomed to subjective assumptions and emotional activities, which has also caused a "nutritional home" where the team seems harmonious on the surface, but is actually lazy and inefficient and has no team consciousness.
After realizing the root of the problem, she laid a set of the most primitive blood exchange theory for herself. Although she cannot achieve the last-place elimination commonly used by some large fast-paced sales companies, artificially creating an internal competitive environment is the driving force for the team to move forward. Only by appropriate regular blood exchange can the team maintain its vitality and zero tolerance for "superior care"!
There must be dreams
来自广东揭阳的沈总是个爱思考的创业者，他主要负责公司的产品开发、设计、品牌推广、人力资源及管理等板块。
He said that in the past two years he has been more of a sense of crisis, such as insecurity towards the platform; involvement in the vicious competition in the market; powerlessness towards low-priced operations; and guilt for lack of talents.
The company's main business is the storage and sorting category. The rise of Douyin has made him more determined to build a brand. He believes that it is very necessary to establish a brand, because any platform, even fans of WeChat's private domain are not loyal.
He occasionally benchmarks Apple and mobile phones. Brands like Apple and Xiaomi can be sold on any platform. Of course, he also knows that he will be questioned about using such a large brand company as a benchmark. How can it be compared? After all, there are not many Apple and Xiaomi in the world.
But he felt that dreams still need to be had. Before becoming a brand, we still need to do every platform well, especially Douyin, "This is Taobao ten years ago." Based on mature pictures and e-commerce foundation, he is very sure that this is a big opportunity and must be seized.
市面上大部分产品都有高中低端的定位，沈总公司恰好就是在中低端市场拼上来的，品牌定位也是坚定了中端市场，讲究极致性价比。
At this time, it seems that the low-end market competitors were given space. Small teams or companies flocked in from all parties began to fight price wars against their various products, such as fictitious size, modified materials, weight loss, and loss-making.
As the saying goes, two fists are hard to beat four hands. In the rapid and fierce competition, he and his team are sometimes forced to compete with the same method, which makes him feel that he has lost the quality and spirit of his original persistence, and sometimes even feels shameful.
Therefore, he made up his mind to work hard on the research and development of intelligent and new functional products. Even if new products are still imitated, others can only imitate their products, but cannot imitate the thinking of designing products.
Later, he began to realize that the company has reached a certain stage and cannot use performance as a driving force, but also needs mission-driven. What is the mission of this company, this brand, and this team? When facing so many choices, what makes the founder make clear and correct judgments?
So he began to formulate the company's mission, based on the company's mission is to do a good job in the 'Nafen Love' brand, so the brand's mission is to make life simpler.
He has three definitions of simplicity. First, users can make the space at home less complicated, which is a simplicity; second, the company insists on high cost performance, which is also a simplicity; third, my friends work hard in the company to make everyone's career development simpler.
With such a common mission in the company, everyone in each department knows clearly what they should do.
目前公司的大部分中层管理都是在基层表现积极而提拔上来的，但大多数并不是适合管理的人才，沈总也知道这侧面反映了公司在转型或突破等方面的弱势，公司处在没有专业的培训、合理的人才规划、基层上不来，中层顶不起，高层心无力的局面。
So in the next year, he feels that the company still needs to practice internal skills, optimize performance appraisal, update promotion mechanisms, and emphasize comprehensive dataization. In the new year, we must implement talents, increase training, firmly eliminate mechanisms, and continuously recruit all positions to create newer and better blood, so that enterprises can have suitable talents to fight against them at any time.
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