This is the sharing of Li Qiaosheng, a member of Golden Crown Club at the regular meeting of Laogao Crown Club. His insights on service, team management, product upgrades, etc. are very unique and can be learned from them.
The following is the full text of the speech:
Facing so many people, I am actually under a lot of pressure, so in the month when Lao Gao talked to me, I repeatedly wanted to share this with him. I think some of our sharing before were all practical things, and many people, including learned a lot, but now what I want to share is parallel goods .
We not only need dry goods, but also parallel goods
Parallel goods are another kind of goods, and I think parallel goods are not necessarily bad goods. Yesterday I saw an article about me on the Internet, and I think it can be called practical information . It is a practice, or a sharing from the perspective of operation, such as traffic, hot products, and activities.
If you are parallel, it is a kind of keen observation of future trends and a pioneering thinking . I think there are many parallel products here in Lao Gao . Lao Tzu believes that water is the closest to Tao. The Tao Te Ching is preaching in all aspects. "The best is like water" means that water nourishes all things, does not compete with all things, and stays in places that everyone does not like. This place is closest to Tao. Why does Lao Gao have the most water? Because he does not compete with us. He is at a level of serving us , so his water is the deepest .
When our seller contacted him, he was closer to the Tao, so his water was deeper. Maybe he might not have water in his stomach, but there was ink! The ancients went to explore a very difficult truth, or the previous one was an unknown place, and we would say that the water in this place was very deep. So I think what I share today is not dry goods, but parallel goods. Why doesn’t Lao Gao talk about parallel goods today, but Chinese goods, because parallel goods are more difficult to talk about. I said, “The Tao can be told, the extraordinary Tao”. After you finish this, it can no longer represent that this is a common Tao. “The Tao can be told, the extraordinary Tao” means that the Tao that can be said is not an eternal Tao, so I just say that I hope to open up a point of sharing parallel goods in the future, or an idea.
So what can parallel goods be used to solve? Today I heard many guests share that the beauty Luo just said that rewards more and less punishments were given, but she did not say why she should reward more and less punishments. Many people also said that Taobao used to deal with customers directly, so why do we now deal with customers through merchants? Why do you have to pay the right to the merchant? So is Tmall, and it is also returning the right to the merchant. I think they just said that I want to return the right to the merchant, and told us that we have done this and told us this method, but he did not say why he did this and why he wanted to return the right to the merchant .
Lao Gao also said that after the Chinese New Year, social marketing has also come. So why has this changed, social marketing has come, and Lao Gao didn’t share it. He just felt that the change has changed, social marketing has come, but he didn’t say why. Yesterday, Brother Fei said that we have been thinking about absolute price war and absolute technology. So what can we do besides this price war and technology ? Or we should look for value beyond price wars and technology .
I think everyone has mentioned it, but I have not discussed the reasons behind it. So I hope I can start with it. Perhaps these questions are a deeper question raised based on the things shared by the guests, hosts or Lao Gao. I believe that a thought will also arouse everyone's thinking.
A new era of spirit is coming, and the Eight Immortals show their magical powers across the sea
So when talking about the deep-seated reasons behind these issues, we intervene from a more relaxed topic. I would like to ask everyone, have anyone heard of Han Hong, who is singing the Qinghai-Tibet Plateau, there should be nothing I haven't heard of . Have you ever heard of a movie called "To Youth"? I've watched it all, right? Then I'll ask if anyone knows who Lengwanwan is, and few people know it, right ?
This is Leng Wanwan. She and Han Hong have nothing to do with "To Youth" before June 2, but after the Voice of the Chinese Dream, Han Hong has already sang the song "Youth" she wrote and composed. Moreover, the movie "To Youth" is about to be filmed in a TV series, and Han Hong has already found this song as the theme song. Therefore, Han Hong, who all of us know, and a Leng Wanwan that no one of us knows, is connected within ten days. Why do we tell this short story ?
"The Voice of China", "The Voice of China Dream Show", "The Voice of China Dream", etc... I believe that those here must have watched a program in it, or have learned about it. If anyone has not watched such programs, then you have worked too hard! On March 17, 2013, at the closing meeting of the National People's Congress, the president's speech at this closing meeting will not be very long. However, this time at the closing meeting of the National People's Congress, the highest leader of the country mentioned the Chinese Dream and the Chinese Dream nine times. I believe everyone knows, because many CCTV programs will ask "What is your dream?", just like when I asked "Are you happy?", "My surname is Zeng!", "My surname is Li!", why are such programs popular with everyone? Why are the highest leader of the country mentioned the Chinese Dream and mentioned it so many times, and it is in such an important speech, because the sky has changed, why? Because the source has changed.
There are many definitions of "man". I intercepted a sentence related to what I said, "Man has the existence of a soul in the flesh." This sentence was written by a Japanese psychic who can communicate with the soul. We will not discuss materialism or idealism, but I think humans have two aspects. The body represents the material aspect, and its soul represents the spiritual aspect. Both are indispensable. The character "man" is a stroke and a stroke. Now, in the first grade of elementary school, people who have not even attended elementary school can write it. Chinese Chinese characters are very meaningful. Cangjie shocked the world and the ghosts and gods when he created the characters. My understanding of the character "man" is that this stroke is spirit, and the stroke is material, and people are composed of these two parts.
Let me explain several stages I think people go through :
The first stage is very short. Our material is very scarce, so at this stage we all pursue material things because you can’t eat enough, so what else can we do? Because people are going to die, so at this stage we are meeting our basic material needs. In order to eat enough and material things, people will suppress their spirits, so they will bow their backs for five dou of rice.
After the development of social and economics, material resources are becoming more and more abundant, and people have no shortage of material resources, or even excessive, and people's pursuit of material resources will also be excessive. This is an inertia . Excessive material pursuit and enjoyment means material. If this stroke exceeds the spirit, it becomes the word "enter". The word "enter" represents excessive material pursuit and excessive material enjoyment, it becomes inward, selfish, and people who cannot enter and exit are no longer humans . If you have excessive material pursuits and enjoyment, it will become a word "enter", then "you are no longer human" . At this stage, it is also very uncomfortable if it is not a human stage. Perhaps after we are good sellers, they will feel that they are not a human anymore after pursuing material things too much. After material satisfaction, people will have a great increase in their spiritual demands. At this stage, people's spiritual demands will be much higher than material demands. This part has been explained by guests. What they want to solve is the problem of tongue rather than hunger. This is my understanding of "people".
Now we will not be able to eat enough , but now our spiritual needs are growing . One of my judgments is that a stage of spiritual needs for people has arrived. We no longer pursue food and drink, but have fun . This is a new era. The word "time" is very big. Only by judging this era, tracking this era, and adapting to this era , can we change certain aspects of society after we become bigger and may ultimately affect this era . Now that human material aspects have been transitioned to spiritual aspects, there is something different from spiritual needs and material things, and their diversity is stronger. What will appear at this time?
(Photo of the Golden Guan brothers on Erhai Lake is Li Qiaosheng on the left)
Everyone’s spiritual needs are different, just like women’s clothing, she likes silk and cotton. I think there is no difference between good and bad. There is only one who has different spiritual needs and hobbies. So at this time, there is a state of blooming all kinds of schools of thought . If we are engaged in business under this state, if we can realize this, the Eight Immortals show their magical powers . If you can recognize any spiritual need, you can do it, meet, expand, and serve this group of spiritual needs. I position it as the Eight Immortals show their magical powers across the sea.
The first is diversity
Diversity is very consistent with what Jack Ma said about small and beautiful, that is, the diversity of his spiritual needs is small and beautiful. For every small spirit and small demand, we can make it into small and beautiful things to promote it. This is his diversity.
The second is his authority
For example, if a person with the same spiritual needs is a cat, then if he puts it together, he will communicate, and he is very willing to communicate. This is the human right nature. This right nature was difficult to condense it together in the past . For example, a cat owner in Shanghai and a cat owner in Beijing may not have known each other for eight lifetimes in the past. Because with the value of the Internet, the authority of this establishment will be expanded immediately and more people with the same hobbies can be brought together. This is the value of the Internet . In the past , I believed that if the Internet did not exist, many of the businesses we here could not be completed, including our company's business. We have opened physical stores and each one is losing money . It is because of the value of the Internet that we are small and beautiful, or the spiritual personality of everyone .
We can gather it through the Internet to form a force, and will not change its management methods due to changes in people. The post- 90s pay more attention to their spiritual and cultural life, and pay more attention to learning and entertainment. They will show more diversified demand trends. Foxconn adopts militarized management, allowing you to do whatever you do. Communication between them is not allowed in the workshop. He writes customers' things into a formula, that is, the price is the money paid by customers, and the value is the overall feeling he gets, including the product and the entire service he gets . I think all we can do is service .
Dig into what customers really want
Everyone has heard Lao Gao say it or seen on many posts that customers want to take advantage of it, not really take advantage of it. So I think as long as I provide him with high value, he will not consider the price. The price can be reduced, and our price can be higher.
So how do you show that taking advantage? I formulated it. I think that the value the customer feels is the feeling of taking advantage of him, so the only thing we can increase this ratio is to improve our service. Maybe everyone can feel the improvement of service after logistics and sales, but I think there are more services to provide, because we cannot simply look at what customers need. There is a fun case about what customers need. Before Ford built a car, he knew the needs of customers. Later, others asked Ford, why did you build a car? Did you make it according to the needs of your customers? Ford said my client told me to just want a faster horse.
So sometimes we can study the needs of customers more deeply. For faster horses, in fact, customers don’t want horses, but faster . So there are many real needs of customers besides their products. They hope that we praise them, they hope that we can get our encouragement, and they hope that we think they are very important. Our customer service has a way to serve female customers. If this person is buying cosmetics for her boyfriend, then our customer service will say that it is really a happy thing for your boyfriend to have a girlfriend like you. If your wife buys it for her husband, they will say that it is really a happy thing for your husband to have a wife like you. If it is a mother who buys it for her son, then they will say that it is really a lucky thing for your son to have a fashionable mother like you! So I think these three sentences are worth at least 10 yuan, or at least double the price. In fact, service is sometimes very simple, just whether we are digging out what customers really want .
Put yourself down in front of employees
I have no way to share how to maintain customers, because our customers are too different, so there is no way to talk about more things. However, our employees are basically born in the 1980s and 1990s. This is the common point. What employees really get is their salary, but employees definitely not only need salary, but also their spiritual needs. I define this need as growth, and they need more other diversified needs, such as entertainment, communication, and chat. For those born in the 1990s, there are many examples that can be found on the Internet, and I won’t share here.
In fact, we may think that the post-90s generation has problems, but I have a friend in Australia. I heard from him that having employees like the post-90s generation should be a happy thing for you. Why? Because he drove here to do hard work, and it started at 9:00 to 12:00 noon. He went to eat as soon as he threw it, and then came to work after dinner and rest. When it was time to eat afternoon tea, he went to drink afternoon tea. When he threw it back after afternoon tea, he continued to work. After finishing the afternoon tea time, he threw it away. He would not help you pack up his things because he did not have this obligation, and our post-90s generation is much better than the employees in Europe . So I think sometimes when we look at the post-90s generation, don’t wear tinted glasses to look at. There are two departments in our company who are responsible for the post-90s generation, one in 1993 and one in 1994. I think they are doing well.
I think the most important part of the employee is whether it is given a platform, that is, whether the company is mainly based on you or employees. I think we must put ourselves down before the post-90s and make ourselves a parallel product so that employees can grow up. I believe that the employees around Lao Gao are very powerful and serve everyone very thoughtful, so Lao Gao is a parallel product.
What customers want is to take advantage, not to
In addition to creating the value of meeting spiritual needs, we can apply it to enterprises. Regarding enterprises, I would like to talk more about the word "enterprise". This word actually starts with people and ends with people. Maybe everyone has done a good job in "quietness". For example, we want to do better traffic and more conversions. So have we ever thought about retreating and stopping ? In terms of Tao, every tension and relaxation . We have always only known to move forward and not stop. One day, the "Tao" will make you stop. New companies should create and serve certain needs of people .
Only by generating value can we survive and develop. Why? Because money changes with people's consumption experience, people's consumption trends have begun to tend toward spirit . Now everyone knows that e-commerce has a great impact on the physical industry, because physical stores are protected by geographical areas, while e-commerce does not have geographical areas. So what protection does it use? I think he is a group that has the same spiritual needs as him . If you can gather groups with the same spiritual needs, serve them and create more value, then you can form your protective umbrella. This thing cannot be entered by others. It is like regional protection, unless others understand this spiritual needs more well than you have this spiritual needs and serve more comprehensively.
My sharing is very short, and this is also a very rough opinion for everyone to discuss . There may not be a very specific suggestion to implement it, but I can share how I came up with this idea. I think this can let us know how our company will develop .
I used to hear a saying that customers want to take advantage, not the price. We have also said a lot in the company, telling the customer service and the store manager, but there is no way to quantify it, and they still don’t know how to do it . Later, one day, I thought that price is the money paid by the customer, and value is the overall feeling the customer gets. I think this thing is the feeling of taking advantage of it. For example, if you only spend a little money but stay in a five-star hotel, it must be very comfortable and you will definitely feel that the value is very high. That is because the value created by the service of the five-star hotel makes you feel that its money is worth so much .
We are not engaged in price wars, our direction is to carry out service wars. Can our services surpass others and make customers feel that they are taking advantage . There are many aspects of our service. On the one hand, we can provide gifts, or we can provide a short sentence I just said. I think this kind of sentence is very lethal.
Whether customers can feel that they have taken advantage of me reminded me of price and service. Last year, the people we recruited were only business training, and all of them left by the end of the year . I was wondering what these employees wanted and why they left . I think the salary we give is OK, or it should be quite comfortable to work here. Later, I found that when the execution is carried out, our company only requires performance, such as if you want to increase the conversion rate, we only have this requirement and do not provide growth services. So I put myself in the perspective of employees. You ask me for performance every day and give me some commissions, which puts me a lot of pressure, so I quit .
Give full play to the subjective initiative of employees
This is the situation in our company. What the employee wants should be value, and what may end up in his account is salary . I think in addition to making him feel the salary, he also needs to feel more things to enhance this value. Therefore, I added growth, so we began to redefine service. I went to serve the supervisor, the supervisor went to serve the front line, the front line to serve employees, and the employees served customers. In the past, I asked the supervisor for performance, and the supervisor asked the front line to perform, so they exploded .
I think performance without service support is temporary performance, unreliable, and not long-term. After I had this idea, I divided the growth of employees into three parts. The first part was that employees came to our company and only pursued their salary, which was equivalent to losing their jobs after they were done .
For example, if you come to work at the right time, he comes for salary. I think this is the first type of employee, and such employees can do front-line work.
Another type is that it will improve work. He requires more experience. This is the second type of employees. I think they can be trained into group leaders or supervisors.
There is also a third category. He can consider the direction of the company, the risks of the company, and make suggestions on it. I think this is a decision-maker and a higher-level decision-maker. So what I consider is value. For example, he is considering his own personal price, such as salary, so he can do his job well. Assuming that he can improve his personal value, he can be a supervisor because he wants to get more things in addition to his own salary. If he can consider the value of the company, he can be a decision-making executive. For example, a very simple after-sales work, the first type is for personal salary. Then when he comes here and the customer comes to him, he will do it and will not consider whether there will be more ways. He just said that he is responsible for his salary, and he can be a front-line employee .
Another type is that when he does this, he will think about how to improve his after-sales ability. She needs to improve her ability and better serve customers. When he does it, he will consider whether he can recover the customers and whether the company's losses can be reduced, rather than solving the problem as quickly as possible. People like him can be an after-sales supervisor .
There is another type of person who first considers the value of the customer when handling after-sales service. He will consider the long-term value of the customer. He can consider that the customer is well served, and there are many customers around him who will bring it. This loss of 50 yuan can solve the customer, but this loss of 100 yuan can keep the customer by his life. Then I want to lose 100 yuan this time. I think such people can participate in the company's decision-making executives .
I say this based on customers and employees' prices and values. I think this is not enough to express the characteristics of an era, so I thought about some things, such as the definition of people , the nature of people, and the current social phenomena. I found that this society may be transforming into an era of spiritual needs, so I have such a speech, and I have so much talked about, thank you everyone!
Q&A
Audience A: Hello Qiaosheng. I admire what you said just now, so I would like to ask, now that we can give employees salary in addition to material aspects, a little more may be eating, drinking , and having fun. You also said that you ignored this part before, so the employees were lost later, so I want to hear whether you have done in-depth communication with employees, or what spiritual things we can give to employees.
Li Qiaosheng: You have been awarded. This year I participated in the service training. I specially put forward the service and talked about the service to them once a week. I also started from the needs of customers. Customers have spiritual needs and material needs, so that they can understand how to serve to meet the needs of customers. Before they went online, I asked them not to serve their customers, but their families, and colleagues around us. For example, my old colleague took him with him. He wanted to ask my old colleague, can he serve him? Can he provide better services for his family? We started from here. For example, it is difficult for children to understand the hardships of their parents at home. Then I may tell him how you should communicate with their parents. They will practice it. They are still very loving. Now the post- 90s generation is still very loving. After you talk to them, they will go to the supermarket to see it. I won’t be embarrassed to go there. Next time I share it with me, I will say, "I call my parents and he can feel the changes his parents have made to him, and he has a lot of experience with this service . "
Also, every customer service will have an old colleague to take him. We will ask you if you have poured a glass of water for this old colleague, and if you have hit the shoulder for this old colleague. At the beginning, there was no such idea at all, but when I asked, they will pour a glass of water for the old colleague and hit the shoulder for the shoulder. So I think before we serve customers, their service awareness has been formed. This is my training on service, and this is for the front line.
The training for supervisors is when you ask the team for performance, do you provide support, and what support you provide. We can easily get stuck in a question about what customers want without asking our employees what our team wants. If you want him to give, you must support him and satisfy him. The front line must be able to command the sound of artillery fire.
Audience A: So what method did you use to train? Should I tell them directly what to do, or would I play a video for them to watch?
Li Qiaosheng: It is based on the examples around me, my own feelings, the feelings of our supervisors, and their sharing after they go back and try it. One person told me that he would not pay attention to him when someone asked him for directions before, but after I trained with them, he would give him a guide . He said that feeling was very comfortable. Another person was taking the bus, and someone accidentally poured water on him. If it were him, he would have been very angry before, but now he would think it doesn't matter.
Audience A: I think something like this positive energy needs to have a gradual process, because one’s sharing cannot play a role or create an atmosphere?
Li Qiaosheng: Once a week.
Audience A: Another question is how to achieve a spiritual need for customers. Now we are doing parcel marketing. Apart from a few words of praise or gifts in parcels, I think most people have already done it. Can we do more things besides these?
Li Qiaosheng: I think this is something I need to discuss by myself, because the needs of customers are different.
Audience B: Hello, can I understand your words just now as retaining customer needs because of industrial culture? For example, how your brand explores customer needs and forms its own brand culture? I would like to hear your sharing on this aspect.
Li Qiaosheng: This problem has stumped me because we have just started building a brand. The slogan of our brand is to act for dreams. So maybe I will fight a very bad price war with others, and I can’t beat them even if I fight a brand. So we act for dreams. I hope that young people will act because of their dreams after using my skin care products. Then, whether it’s going on dates, blind dates, or business, they go with a dream state. So after using my skin care products, their skin is not getting better but their dreams are strengthened.
Text /@Laogao E-commerce Circle Organized
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