Two important points in the e-commerce stage: product and management

　　This is a speech by old member Fei Ge at the regular meeting of Laogao Crown Club. In the last article, Fei Ge shared "There is no way, no shortcuts for success" , and the following article provides an in-depth analysis of products and management.

　　Fei Ge:

　　The first company closed down when I failed to start a business in 2009. My wife started working in Taobao in 2007. Most of the people who worked in Taobao were in this situation. At that time, two types of people were working in Taobao. The first type was a college student who had fresh knowledge in school. After graduation, I found that I did a good job and did not find a job to continue working in Taobao. The second type was a housewife like my wife. I must try O2O in the future, etc. At that time, my wife felt pretty good from 2007 to 2009. It just so happened that I failed to start a business. I stayed at home for a while and looked behind my wife. At that time, my wife was doing it alone. As I looked at it, I thought this thing was OK, so I started to try it. So this step has come to this day. During the whole process, I felt that the time cost was very expensive. There was a direct train since the second half of 2009. Two or three months later, a staff member on Taobao called me and said that I was their KA customer because I spent 50 yuan on the direct train every day. This is my background.

　　What I am sharing today are some things about actual operations and management systems, but these are just me personally. Everyone should carefully evaluate whether they can learn from them or apply them. In the e-commerce stage, I think the two most important points are: one is the product and the other is management. I won’t talk about the product much. This is not my focus today and not my strengths. I personally think it is difficult for you to differentiate products in China today. You either have brand exclusiveness or patent exclusiveness. But this is basically difficult for most people to achieve, but this is indeed the most core question on Taobao. Question, if you don’t have good products, in today’s especially in some major categories, if you don’t have a strong supply chain, you basically don’t play it. The bonus period has passed, and now it has entered an era of competition. In the face of absolute price wars and absolute funds, your skills are meaningless. The skills are something that others have done with 200,000 yuan. The difference of the 20,000 yuan is a skill. Now you can know some small skills, but these small skills can no longer solve big problems in essence. What you want to compete now is products in addition to management.

　　Management is from understanding human nature to customer service human nature. Here I have a question. Do you think human nature is good or human nature is evil? People are lazy. For example, stocks are better in the past two days. Do you know what I have about stock trading? How do you copy stocks? In my opinion, it is four words. It stops when you see it. But ask yourself everyone, including me, how many people can stop when you see it. This is human nature. So in this regard human nature is evil. In my opinion, the essence of management is that first you must understand human nature, and then powerful people must try their best to overcome it. You know diligence is important, but everyone wants to take a rest for a while. How can you overcome it if you can get up at this time? It is a process of cultivation, it is a process of facing it. Next, the six points I want to talk about, the most important point, the third, the fourth and fifth points, how to establish a team culture, how to build an operation system, and how to establish a strong execution ability. First, we enter our first point. I divided the boss into four levels. In order to make everyone understand it, I used the officer system to name these four levels. I think I am the current stage of the regiment commander, so why should I take this content as the first point? Because if you don’t understand who you are, then everything you do is wrong. The squad leader should look like a squad leader, the squad leader should look like a squad leader, and the Chairman of the Military Commission should look like a Chairman of the Military Commission. Next is culture. Everyone thinks culture is a big topic, so let me talk about my understanding of culture. Do you think that if you do not purposely create culture for the company, do you think the company will form culture on its own? Your behavior and attitude will create the culture of your company. Culture is the way to do things, so what your team does must be guided by culture.

　　I think management itself is a requirement. Are you satisfied with your team at present? Most of you are not very satisfied. Why don’t you dare to ask for it at this time? Because of our Chinese history, China’s traditional culture, most of us are afraid of conflict. I am the same. These are the summary of my work for more than 20 years. So why are you afraid of conflict and afraid of employees resigning? I am the same. Once you have a requirement, you will have a result, which may be good or bad. You are afraid to face it, so you dare not ask for it. Why do you dare not ask for it when there is a result? It is because once it is a bad result, you need to bear the consequences yourself, so you dare not ask for it. It is to take care of his emotions. In fact, you are very selfish. In essence, you are protecting your own interests, at least in short-term interests, because you will have requirements. Once the result is not good, you will have to pay the price. Your experience will give you some guidance. When I first started doing sales, I was very afraid of calling customers. Later, I gained experience and I settled down. I know why, because once I make a call, I need to face this result, so I often make a call until twelve:30. Although I don’t want to make a call, I still have to overcome it. Everyone goes to have a meal at twelve:30. At this time, no one answers the call, so I have a reason. I made a call but no one answers it.

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