Start a business for 8 years and never forget your original intention
In the blink of an eye this year, it is already the eighth year.
Over the years, we have really not sought scale or profit-oriented; over the years, we have also rejected many temptations, including that the club does not allow third parties to join.
Why?
Because I don't want his innocence to be disturbed, I don't want that atmosphere. So we have always stick to our things and have paid a lot of revenue for it. This alone may lose nearly 10 million in revenue, but I think it is worth it.
Many friends have asked me, Lao Gao, why have you maintained such passion for so many years?
This is what we must have the original intention when doing our career. What is the original intention? In fact, it is very simple. In 2011, we thought it very clearly when we set up the club, which is to make more e-commerce friends successful and help them succeed. This is the original intention.
Why did we come to Guangdong?
I think there are two reasons: First, I think we did not do well enough in the past few years and did not have the confidence to serve the brothers in South China. But today, we can proudly say that whether it is from product innovation or diversified services, I think we are ready.
The second reason is that it comes from the motivation of members. In Shanghai, many members are talking about why not go to South China or Guangdong? From the exhibition outside, we can see that there are many in South China, and they really work hard and go to Shanghai to attend the meeting every regular meeting.
So from today on, we must make up our minds to serve Guangdong members well and provide them with more value. Starting this year, we have basically had a regular meeting every two months, and it is two days and one night.
The mission of Laogao E-commerce Club
I also prepared a PPT today, and I have been preparing this thing for about half a month. It’s not that this thing is difficult to write, but that the content in PPT is always struggling. This year is exactly my 11th year of e-commerce, and I have also opened a Taobao store myself. The most important thing is that we have dealt with thousands of members over the years, including many of the e-commerce companies that we have seen along the way have developed very well, joined us at peak times, and have also seen many small and medium-sized e-commerce companies rising rapidly.
I have summarized some of my experiences and thoughts over the years into my understanding today and share them with you.
There are many members coming today. We now have about 3,000 members and our businesses are also diversified. It is very hard to choose to run this club, it is a brand new business model. When I chose to start a business, it was before 2011. I had opened a Taobao store for a few years. At that time, there were a lot of e-commerce training and e-commerce consultation. We should be one of the best in China and we worked in early e-commerce clubs. As a pioneer, you have nothing to refer to, you are just a peer, and you are all exploring it yourself.
Our company is completely a company that revolves around the mission of helping e-commerce succeed. We have an interpretation of success, which mainly includes four items: 1. To succeed in career, each of our career must be successful; 2. To succeed in wonderful things, we hope that every member will have a wonderful life; 3. To be happy in family. 4. Be healthy. We have made a lot of layouts as a result.
(See the picture above) This circle is our development in this direction in the past few years and in the next few years. This is the second level, and we should still have third level fission, which means that this circle is still changing. In fact, we are building a network to continuously fill in what everyone needs. Many people say that we are the number one e-commerce community, and I hope this picture will be of reference significance to everyone.
Everyone knows that the past business formats were based on scenarios. For example, when we did it five years ago and ten years ago, they were based on scenarios. When I open a company, I first make the scene out, then I go to find customers and then go to sales. But now you can find that with the arrival of fan economy and with the arrival of fan marketing, you can first have someone and then have scenes, and first gather a group of people with common hobbies and common attributes, and then slowly produce a variety of scenarios and business formats.
Why are Internet celebrities very popular in recent years and live broadcasts very popular? The logic is different from the logic of previous products. It is a human-centered logic, with people first, and then a large number of business models are generated. It’s just that we did it early. In 2012 and 2013, we have already started to deeply explore the real needs of members. What are the needs of members? We will develop what kind of products we will develop. What members need, we will connect to what products.
As you can see, for example, the e-commerce club, we only had two days and two nights of regular meetings at the beginning. Later, we developed a tour group. Why did we do a tour group? Because this is the need of members. Many e-commerce workers stay at home every day, and they also want to enjoy life. If they go out for traveling alone, they will feel uncomfortable. If they go with a group of e-commerce bosses, they will be able to make many good friends during the game. That thing is very valuable. Our tour group has been in the third year this year. Many e-commerce members take their wives, employees, and partners to go on a trip together to enjoy a rare period of happiness. In fact, it is a great thing for them.
Last year, we did something meaningful. In the tour group, we helped more than a dozen couples who were about to divorce and were about to divorce reunited. I think this should be applauded.
Many people say that couples do e-commerce together. They told me that they have almost no time to play, they go to work together during the day and sit on the bed to reconcile the account books at night. Therefore, the innovation of the travel group product also comes from positioning needs. We did it about 30 times last year, and this year we will have more than 50 trips across the country.
Including the Laogao e-commerce community we work in, many members are in our community, and we don’t charge any fees. We learn every day. Because there is a problem in e-commerce, you are busy every day, busy with trivial matters every day, and you don’t have time to study or read books. There is a problem with this. Because people need to be constantly improved, as a boss, you cannot fall into trivial matters every day. If you make money every day, you find that it is difficult to make money if your thinking pattern is not opened in five years, because your knowledge and pattern are still five years ago.
So last year we held a reading party and shared our reading experiences every day. The staff also checked in every day. We also marked it and reminded to check in. These are all for everyone to continuously improve.
Including the Laogao e-commerce classroom, weight loss group, parenting group and happy life group we worked in later are all based on this logic. Everyone found that these six major sectors of Laogao e-commerce club basically cover not only the expansion of the boss's own connections, career and ideas, but also cover happiness, in-depth communication, actual learning, life, personalized needs, and various practical practices . Provide solutions for e-commerce people in all aspects.
Jinguan now has more than 100 members, and last year it was about 50 billion. Our goal this year is 100 billion. We went to JD.com last week and truly felt our circle and power. When we went to JD.com, the vice president of JD.com Group welcomed Jinguan Club to provide guidance. We had lunch and had dinner in the private room where Liu Qiangdong was dining. This fully reflects that the power of the circle is greater than the power of a certain single.
We will start a cross-border e-commerce in the near future. Because cross-border e-commerce is the general trend in the future, e-commerce has encountered traffic bottlenecks, and cross-border is a trend.
My e-commerce investment logic
Here I want to focus on Laogao's e-commerce investment. Everyone's business has reached a certain level. I believe that many bosses will gradually consider . Why? Investing is a very good way to connect more value and energy. Because you do e-commerce, you will find that you are just focusing on one field. After a long time, you will gradually find that your moat is unstable, and you must strengthen your moat through investment.
We are investing in these two sectors, each with members and high prices. For example, mini programs, e-commerce technology, legal services, and celebrity economy. Because I need celebrity endorsements now, I just wanted to start such a celebrity agency with celebrities Han Geng, and I would also hire some endorsements, which is very cheap and very convenient.
Last year, we invested in two health care companies, one is a physical examination institution and the other is a Shanghai health management company, providing very good medical quality resources. Why? It is also to help many people and provide convenience for members. When your relatives are seriously ill, you will really discover the importance of this area, and the club will also bring value to everyone in this area.
We have also recently invested in a cloud control company, which is mainly operated by fans. We post a WeChat Moments and can automatically synchronize to dozens or hundreds of them. It is difficult to manage your Moments. For example, if you have twenty WeChat messages, each with 5,000 people, how to manage it? It can’t be sent manually. The computer operates with one click and will automatically post it and like it automatically. The company has invested nearly 10 million in the early stage and has done a very good job, and is raising funds for the A and B rounds.
My plan is that in the next five years, we will invest in 100 companies, and we have only invested in about 15 companies now. We invest in 100 companies, which can cover everyone's business, career, family and other aspects. In the future, we hope to build a one-stop service circle. No matter what problems you encounter, you can find a club. Two months ago, there were dozens of members who had automatic medical treatment, including their parents. We are still visiting nursing homes, providing many members with what they need in the future.
We hope that in the future we will become the air of members, everywhere. Whether it is the boss who needs to learn, his team who needs to learn, you need connections, medical treatment, legal consultation, e-commerce technology, talents, etc., it is enough to find a club. And it is also very valuable.
Many people will ask Lao Gao, why do you invest in so many companies? Let me tell you that connections are very important, first of all, you have to know people. We must make more friends with those excellent people. I attached great importance to this matter six or seven years ago. At that time, for example, when I went to Taobao or Alibaba, I would find that those waiters had great potential and I would spend some time communicating with him. Including the boss of Taobao, the boss of search, and the person in charge of Taobao brands, they were still very ordinary when they dealt with me five or six years ago, and now they have become leaders in the industry. Especially after many people leave, they do a lot of projects, so we can invest well and have financing opportunities. So connections are really important.
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