First of all, there are a few keywords to tell you first. I have been sharing the trend of e-commerce three years ago. It has been slowly verified now. It is called social traffic diversion on the platform. Both of these are indispensable. The current e-commerce is an excessive period from the traffic era to the stock era. When we do business on the platform, you will find that you are doing traffic, but in the past few years and the future, it has been doing stock.
Fans and customers are different
What is stock? It is to turn customers into your own customers, not the platform’s customers, and become your own fans. There is a big difference between fans and customers. What is a customer? You sell shoes, I buy shoes from you and I am your customer. What are fans? You sell shoes, and if you sell other things, I will buy them from you. I will be your fans. This is a big difference between fans and customers.
Therefore, from the traffic era to the stock era, everyone must pay attention to it in their thinking. Why have micro-business internet celebrities become so popular in recent years? This is such a trend. In the next few years, you must use various methods to turn users into your own customers. Social networking is a good channel. Whether it is WeChat business or WeChat Moments, you must turn users into something you can control. You will find that our users were not able to control in the past.
Another point is that from the previous product-oriented to the future user-oriented, you need to study more users, and you will find that goods are becoming less and less valuable. You will find that any industry will go through this link. China has overcapacity and it is difficult for your goods to stand out among consumers. What should you do? It is to study consumers and chat with previous members. They tell me how good their goods are, but they rarely mention what their customers are like. This view must be changed.
In the future, you must focus on researching users and people. Is the product important? Products must be important, but I think products account for up to 40%, while people account for 60%. For example, you can start with the simplest one. As a boss, you can log in to your Wangwang regularly every month to chat with netizens for a few hours. Now the consumption of the Internet is changing very fast, so you must pay attention to it.
Traditional e-commerce and new e-commerce
In the past two years, I have been sharing with you the differences between traditional e-commerce and new e-commerce. In fact, traditional e-commerce and traditional enterprises have many similarities, which are waiting for customers. You open a store and then sit there waiting for customers. This is traditional e-commerce. What is new e-commerce? New e-commerce is to actively acquire your users through data and mining user needs, and actively attract your users.
For example, we invested in a fruit store at the end of last year and the beginning of this year, which is Green Home. We opened many physical stores at that time, but our physical store had already circled all the users around the physical store in three months before opening. By establishing some foodie circles and some interest groups, we had already circled all the people around three or five kilometers. On the day we opened, we announced in our different communities that we would open one day, which directly triggered the fire. I still remember very clearly that on the day we opened, I had a long queue of more than ten or twenty meters almost at any time. This is a different thinking. You have changed from waiting for customers to using data to capture customers now. If you are a traditional e-commerce company, my operation will be over after I make my products. This is outdated, and now you have to start thinking about taking the initiative.
Three core points of enterprise management
I also have a well-known feeling this year. Many times, in the process of managing a company, your thoughts are very confused, your management methods do not know how to manage, and the system is also very chaotic. It was the most painful at that time, but as the company grows bigger and bigger, you will actually feel very relaxed, because our boss’s ideological realm has been improved and clearer.
In the past, when we were grassroots enterprises, we couldn’t find the direction and the tool when we came up. For example, I have done a lot of new projects now, which is very clear. I now regret that I grew up too slowly, but I lack communication with experts. For example, it is very simple to open a new company. Once the company is opened, we will first recruit personnel managers, and then discuss the company’s system culture and value to make these three things. Then we will recruit department managers in each department. In two months, we will complete all the upper-level system culture and department managers, fill in the next two or three months, and then build corporate culture in half a year. I can say that it only takes seven or eight months to build a very combat-ready company, but I spent five years to explore, so I hope everyone can learn from it.
Many times, it is not enough for you to work hard, but it still requires guidance from experts. The worse the economic benefits, the more you need to find internal strength, which is how your company can operate at a high speed and how to make the least people achieve the most efficient performance. Only when internal strength is strong can you resist risks.
I was watching the legend of Chu and Han a few days ago. It took two months to think about why Xiang Yu failed like this and why Liu Bang was so successful. Later I found out that Xiang Yu was too powerful. He could not be too powerful. He would be destroyed if he was too powerful. Even a boss could not be too powerful. Xiang Yu was so powerful, so he did everything himself. Han Xin could not be valued under his hands, so he walked to Liu Bang because Liu Bang knew nothing, so he had the opportunity to display his talents.
So there are three points: First, you must find your business direction, second, find good talents, third, make good money, do these three well, many people tell me that they can’t find good talents, so I ask you if you are going to do your best? There is someone around me who signs up for the financial situation and digs out good finances. This is all the best. Finding the best talents gives them opportunities and let more people shine in your company. Crown Club is to inspire your thinking. I have always said that Crown Club is not suitable for employees to listen, especially operation specialists. Don’t let them listen. They are insulting me. If you ask them to come, I will arrange my employees next time. Crown Club is not a place to teach skills, and I am not Lanxiang Technical School.
Business in the future will definitely be based on the crowd
This is the circle of bosses, the circle of excellent bosses, and this is the place to gain ideas and open up ideas. Every two-day and two-night party, why do I invite so many excellent people and so many excellent bosses? Which boss I share here is not over 100 million? What you can hear here is real and fruitful experience, so here is listening to ideas, and listening to the experience shared by those who have actually experienced it and those who have strayed through pitfalls is valuable.
I have a view that if future companies want to grow bigger, they must rely on the ecology. The future companies are the animal world, and the future will definitely be based on people.
Last month, we invested in a company specializing in Internet technology in Hangzhou. A few days ago, we were talking about a health and medical testing company in Japan. The medical industry and our e-commerce industry are not the same industry, but you will find that this is the change in positioning. We are positioning for the population. In the past, we were positioning based on the product. Then you can support different industries if you position it according to the population. Why do I invest in that health testing company? It’s all for you. Our bodies are not very healthy. I want to layout your future health, including your thoughts, your happiness, your growth, and your knowledge.
Including our tour groups, is the same industry as us? no. But this is because the current positioning is based on people, unlike the traditional industries in the past that were based on products, but the times have changed a lot. For example, if you make children's shoes and you have one million children in your hands, you can position them based on these million children. You may not only sell children's shoes, you can also do children's education. This is the difference between the positioning and the previous positioning.
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