Rather than being subverted, it is better to subvert yourself

This is my opening speech at the regular meeting of Laogao E-commerce Club　　in May 2014 . As early as two years ago, I predicted the development trend of "goods-people-centered" and at the same time, I had an insight into the core points of social e-commerce, fan e-commerce, internet celebrity e-commerce, live e-commerce, and vertical e-commerce this year: "trust".

　　The following is a selection of full texts:

　　Thank you everyone, thank you brothers in our club! Today, it is also my first time giving a speech in a five-star hotel. The club has been around for four years, so I will tell you what happened when our Crown Club met four years ago. Basically, I just informed the meeting address and asked you to go by myself. There was no one to register and sign in at the door. The main reason was that I was responsible for the preparation of the entire event. Even the guests were invited to have Lanzhou ramen. We founded the club in such a difficult situation. In fact, the original intention of building this club is not just to make money, because I have opened several Taobao stores before and made some money. Later, I wanted to make myself more fulfilled and able to pursue the value of life and career dreams, so I started a club. This is also the core factor for me to stick to the club.

　　All those who have no dreams are salted fish

　　Why should I say this? Because for many of our members, it is necessary to be clear about their dreams. If your dream is just how much money you make this year, there is basically no need to continue this speech.

　　Our values ​​determine our own development in many aspects. There was once a member who went to my side and said helplessly that their team was loose and difficult to manage. I asked him what he was doing for this company, and he replied that it was to build a brand. I asked him again why he built a brand, and he told me it was to make money. I asked him again why he made money, and he thought about it and answered it was for the children. This is why the team has poor execution capabilities. Because the team will feel that you are not for them, you are for yourself, don’t think that if you don’t say it, your team won’t know. Of course, I'm just referring to the team example.

　　Our life value, value orientation, and life dreams determine the length and breadth of our development, which is very critical. So, everyone is doing Taobao, but you must break out of your mindset. Only when you are born can you better join the world. You should change your mind and do Taobao. You should not face the Taobao store every day, as this will lead to various thinking misunderstandings and thinking traps. This is very dangerous, and there are 90% of them that may lead to misunderstandings. We must come out to collide. If you have the opportunity and conditions, you can communicate more with friends outside of e-commerce, travel more, and communicate more with other friends. There are many smart members in the club, who often visit members' homes in other places. This week, this week, next week, next week, northeast, next week, next week, next week, next week, next week, next week, next week, other areas. I think this is a very smart way.

　　You're so stupid sooner or later

　　If a company needs to do a good job, I think it can do it well by playing, but it is difficult to do it well by the hard work. Why? If you are very hard, your team will also be very hard, and your team will make your customers suffer, including the traffic between customer service and customers. How can a company grow bigger in this way? So make yourself happy. Friends who follow me know that I have been very busy recently, busy with club moving, moving from the former city center to the suburbs near the subway station. Why? It is to seek a kind of tranquility. Different stages have different strategies. Two or three years ago, I felt that my aura was not enough. When I needed a field to provide energy to me, I had to go to places with a lot of people, so I went to Xujiahui, downtown Shanghai. Then why do I want to be born and move to a suburb? That is to find yourself and make yourself quiet. Many times, as a boss, I often feel confused not because of the outside world, but because of myself. This is very important: you have not found yourself.

　　Without trust, you are nothing

　　A few days ago, I saw a CCTV program. When the host interviewed Lin Jun, he asked a question. He asked Lin Jun what a brand is. Lin Jun’s answer shocked me, which is also a sentence I have always agreed with. He said, what is the brand? Brand is trust. I think the interpretation of this sentence for the brand may be a big change in the next five to ten years. Earlier, our definition of brand was more about putting it on "goods", and we have been seeking the industrialization of "goods". But let me tell you a very realistic situation. Is China out of stock now? What China has the most shortage now is goods. Last month, the Golden Crown Club went to Zhengzhou, where there is a member with a history of more than 20 years and has been offline for more than 2 billion yuan. This boss is the vice president of the China Clothing Association. He told me a data and said, "Old Gao, our entire clothing industry, even if all factories are shut down from now on, the clothes can be worn for ten years." And these clothes are still somewhat branded. If these goods are all on Taobao and Tmall, how can you make a living? So we need to reflect on what things and what are the essence of marketing. After years of exploration, I found that industrialization has taken place in this era, namely from "food-oriented" to "people-oriented". This is a well-known change in recent years and it may run through the next five to ten years. So I remind everyone that you must shift your focus more towards the direction of "people".

　　When I chat with many members, they will say, "Our goods are the best, the cheapest, and the products are very innovative" and so on. Wouldn't others say that? Everyone is like a child to their products, and they can say it as good as a flower when they say it. There is no shortage of stock in this world, or even different stocks. What are you missing? Lack of trust, now is an era of extreme lack of trust. Don’t think that customers will buy your baby description page, which is not the case. Maybe the more beautiful your baby description page is, the less likely the customer will buy it. Why? Because the customer will think this is the model's clothes, not the clothes he wants. Will this happen? Your store has 10,000 customers a day, and the conversion rate is 10%. Why did 9,000 run away? Because there is no trust. This cannot be blamed on customers, as the general lack of trust in China in contemporary China. There are too many goods and too many competitions at low prices, so customers have no choice. So I just said that from "product-oriented" to "people-oriented" will be a well-known change in the next ten years.

　　It's enough to understand what a "person" is

　　When we are doing marketing and product positioning, we must study people and our customers. There is a very interesting situation. When I chat with many members, I will ask them why the customer buys your goods and what scenarios the customer will buy. Many members even say they don’t know that they only study their own products but not their customers, which is a big misunderstanding. Everyone must focus on "people", and "people-oriented" is a very core factor.

　　I've been very tired recently, why? You are all urging you. They usually say "Old Gao, can you do in-depth training?" and so on. I have heard such suggestions since two years ago, but I haven't done it for a long time. Why? I am a person who likes to play. I used to go out to play for a month. But after starting training this year, I didn’t even have time to play and couldn’t even remember my wife’s face. But I feel very happy because the last event was very successful. I just saw the related videos and behind-the-scenes. This is when I am very confident. Many members feel satisfied, which is my motivation to continue to do it. If everyone is not satisfied, I don’t want to do it anymore. I am not a person who likes to pursue wealth every day. Many times, many things are urged by everyone to do. Why are everyone urging me to do it? You can think about it. If you really achieve "people-oriented", the future development of your company will not be decided by you, but by customers. Did Xiaomi decide from mobile phones to tablets and then to set-top boxes? In fact, it is determined by the customer, and it will do whatever the customer needs. We are the same. If you suggest that the club cannot meet your deeper training needs, then we will conduct training; if you need higher-level communication, we will do it too. This is not the method I thought of. These directions and strategies are all thought of by users, so we must be "people-oriented".

　　As long as you truly establish strong trust with users, your customers will promote the development and growth of your company. Everyone should remember Mao Zedong Thought? "Serve the people wholeheartedly", if you serve the people and customers, customers will push you forward and you will become relaxed. The highest good is like water, wherever the water flows. If you ask me, "Is there a direction for the club in the future?" I will tell you, no. But I'm not confused, why? Helping you succeed in e-commerce is my future purpose. Therefore, your thinking needs to change.

　　Rather than being subverted, it is better to subvert yourself

　　Recently, many members have also put forward requirements, that is, their development process requires intervention from other external forces, such as intelligence and funds. So the club has recently been preparing to build an investment company to help everyone provide a lot of funds, provide intellectual intervention, and promote everyone's development. Why is there such a strong demand recently, not two or three years ago? Because many members now feel a lot of pressure, many big brands are crossing the border. Many times I think about it: Instead of being subverted by others, it is better to subvert yourself! You sell teapots, right? I tell you that it is very likely that the tea seller will kill you, and the teapot seller can also kill the tea seller. This is called cross-border. This situation is becoming more and more common now. Some time ago, I was chatting with my brothers from the Golden Crown Club , and I can tell you what they are going to do next. They are going to develop the following sub-category, either acquire or directly knock you down. Everyone should have a clear understanding: instead of being crossed, it is better to cross the border yourself, and instead of being subverted, it is better to subvert yourself.

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