Lao Gao’s speech at the beginning of the year: E-commerce entrepreneurs must do things that can be precipitated, accumulated, sustainable and explosive!

      This year marks the 11th year of the establishment of Laogao E-commerce Club . Standing at the beginning of the new year, Laogao shared his insights and thoughts in the e-commerce circle over the past 11 years at the opening forum of e-commerce entrepreneurs who "take advantage of the momentum and plan for 2021".

      "I told myself at the beginning of this year that this is my first year of entrepreneurship. Today is the first day of entrepreneurship. No matter how successful I did in the past, I forgot to start over again. I hope that the e-commerce people here can use this mentality to do e-commerce again - forget the past, no matter how I did in the first decade, and make new changes in the second decade with a better mentality and a bigger difference." Lao Gao said.

1. The trend of e-commerce is becoming more and more diversified

      Old thoughts cannot take a new path. I hope that two days of study will bring new ideas to everyone, which is very important. In the past 11 years since the establishment of Laogao E-commerce Club, it has always adhered to a core - that is, people. The club is a place with "people" as the core. Why people are important? Because people carry information, experience, business opportunities, cooperation, fate, etc., and carry the exchange and update of ideas. Every time you listen to others' sharing, your thoughts are iterating and updating.    

      Laogao E-commerce Club is different from training institutions. Training institutions are short-lived, while clubs are based on years. The year continues, and the club members are familiar with each other, from strangers to good friends. There are many examples of clubs. Some members have entered the marriage hall through club knowledge, while some members have changed from strangers to shareholders and partners.

      "If the mountain does not come to me, I will walk toward the mountain." This is a famous saying in the club. The club has not allowed third-party service providers to enter for so many years, in order not to commercialize the relationship between members. The club has always maintained this purity and created a platform for everyone to communicate with each other. Members can communicate with each other as much as possible, and many new signals can be obtained during the communication process.    

      Last night, the atmosphere of the members' night chat was extremely good. Lao Gao felt that he should always maintain a grassroots mentality. In the past, he felt that grassroots were quite embarrassing, but now he is proud of grassroots. Because e-commerce people need to keep their original intentions in mind and return to the grassroots mentality. No matter how powerful it was in the past, they are just beginning now, and they will always maintain the spirit of starting a business for the first time.    

  I have been studying philosophy for about 20 years and have a certain understanding of historical laws. Even if the world is united, it will be divided, and if it is divided for a long time, it will be integrated. Diversification of e-commerce is an inevitable result, so the layout of the entire e-commerce must also be diversified. The logic of doing business is that wherever there are customers, you need to open a store to do business. The logic of online and offline is the same. If you want to go to Amazon, Pinduoduo, Douyin or Kuaishou, the core business is one logic: where your products and customers are, you need to have a layout here.    

      E-commerce ten years ago was equal to Taobao. At that time, the discussion of e-commerce was Taobao. There was nothing else, and there were basically no other e-commerce. The current e-commerce companies are Taobao + Tmall, as well as JD.com and Pinduoduo. E-commerce bosses must study past businesses, current businesses, and future businesses. These three must be combined. The past business is handed over to employees, the current business is handed over to management, and the future business bosses are exploring. This is the boss’s duty. The boss’s most important responsibility is to explore future business.    

2. Break through yourself and open communication

      Lao Gao did it from offline to online. He found that most of the business logic of online companies is mainly communication, and a group of people are together, while e-commerce people are just facing the computer. Many e-commerce people will only smile at the computer after working for a long time, and will not smile at people. You should know that entrepreneurs must learn to communicate, learn to be open to themselves and communicate with others. This ability is indispensable.

      Because it is easy for e-commerce companies to achieve 20 to 30 million, but if you want to grow bigger, you must integrate talents and cooperate with external factors to break through your own boundaries from e-commerce to entrepreneurs. Some people don’t even know that their business is sick, and that their problems are the most terrifying.

      There are many levels. Low-dimensional learning is a growth in knowledge, and high-dimensional learning must be inspiration. Whether it is the past or future ideas, they can be inspired. The changes brought by breakthroughs are the greatest. Therefore, e-commerce bosses come to study must break through the boundaries of their own thinking.

3. Must be able to manage and employ people

      Management and employing people are the top priority for business owners. Some time ago, Lao Gao visited three brothers of the Golden Crown Club, one of which was 1.5 billion yuan, one of which was 800 million yuan, and one of which was listed. Lao Gao found that they had one thing in common, that was, they all did the same thing in March - recruitment. These companies are recruiting every day, and well-doing companies attach great importance to high-end talents.    

      If you can't recruit people, there is only one reason, that is, you don't give your all to talents. I hope everyone spends more time and energy on management and employment. Grassroots and middle-level employees can manage, but high-end talents must be employed and master the ability and skills of employment.    

      Management methods, such as performance and assessment, are targeted at basic employees. Senior or top talents must improve our ability to employ people, otherwise cooperation will not occur. The boss must remember that the way of cooperation should not be too single, and the way of cooperation with talents is very diverse, and it cannot be limited to the time when you pay to buy the other party. The cooperation methods with talents should be divided into different levels: high, medium and low. Grassroots employees are salary + bonus, upwards are salary + bonus + dividends, upwards are possible equity or partners.    

      First, we must do our best to find talents. Secondly, we must have diversified cooperation methods to find talents. This is a very important ability for entrepreneurs, and finally strengthen management. E-commerce has entered the era of traffic to the era of business after ten years. E-commerce no longer exists in the past ten years from 2010 to 2020. Starting from 2020, the next ten years are the decade of new entrepreneurs, which tests the ability to run a company, including your talents, management, systems, and marketing.    

      You must not forget your grassroots heart of e-commerce, but you must forget e-commerce. Don’t think of yourself as an e-commerce company. You must regard yourself as an entrepreneur. Entrepreneurs must operate enterprises and talents, have a good management system and culture. A boss must focus on management and employment, as well as the business of the company.    

4. Investing talents + investing in learning + investing in the future

      Every step of entrepreneurship is unknown. Whether it is employees or talents, it must have been internal training + external introduction since ancient times. This is no exception. This is a truth summarized by Lao Gao in the years of his study of history. Lao Gao said that internal training and external introduction must go hand in hand, and even external introduction is more important at some stages.    

      After the introduction of talents, what the enterprise needs to do is to create the soil of the enterprise so that the talents can survive, which includes the enterprise's culture, atmosphere, and system. If the system, system and culture are not perfect, good talents will not be left behind. There is a certain probability that top talents can be retained. The probability that top talents and high-end talents can be retained in enterprises for a long time is similar to the probability of old high-level investment projects, and the success rate is basically 10-80%. If your talent leaves, it means your soil is not good enough.    

      There is a probability of investing. If you invest in 10 projects and become one, you can make back the money lost to the other 9 projects. That is to say, you have introduced 10 talents, as long as one talent stays, creating value for the company, the long-term returns of 1-2 talents to you are far greater than the losses caused by the other 8. This is also very good, so you must open your mind.    

      E-commerce bosses must remember that if a company wants to develop greatly, it must not feel sorry for money, but must open up the pattern. An entrepreneur’s great breakthroughs and development often start with his understanding of money. If you regard money as investment or consumption, your results will be different. Don’t be a slave to the money and you are reluctant to recruit a talent.    

      As a boss, you must have an investment mindset and invest money. There is a sentence in the "Tao Te Ching": The highest good is like water, high-end wisdom is the wisdom of water, which is the wisdom of flowing. If water does not flow, it will become stagnant water. The law of everything is flowing. When you work as a business, your goods must flow, and people must flow. Therefore, employees need to be transferred, but not too much. They should maintain a flow of between 20-30% every year, and the last-place elimination must also be eliminated.    

      It is important to spend more money on your own study and growth, and what is also important is to invest in the future. Some future explorations of e-commerce, such as cross-border e-commerce, social e-commerce, short videos, etc., invest in a team or form a team yourself, explore for three months to prove whether it is right or wrong. If it comes out, it may bring 300 million to 500 million in the future, so investing in the future is very important.

5. New products + new brands + new consumption

      Tmall will build 100 new brands with over 1 billion and 1,000 new brands with over 1000 million in the next three years. So we must build a new brand. Even if we have been in e-commerce for ten years, we must build ourselves into a new brand to attract new consumers. In the past two years, Tmall and Taobao have adjusted the direction of traffic and now attach great importance to new products, so new products can obtain better traffic. This is also in line with the trend, as there are a lot of new demands.    

      China has been reforming and opening up for 40 years, and a single product has become oversupply. Many goods were scarce 30 years ago. Now the times are no longer short of stocks. China does not lack products, but what is lacking is new products. New products are new ideas, new ideas, and new ideas, which are also supported by major e-commerce platforms on Taobao and Tmall.    

      New brands are also very important. Brand new can impress consumers' thinking to create new brands. The Laogao E-commerce Club shared a meeting last year's annual meeting, Jiang Nanchunlai, and explained the brand very thoroughly. Brand is equivalent to cognition. E-commerce companies must build their own brands.    

      Customers' needs will become increasingly demanding. We need to have some new ideas to impress them and satisfy their new desires. This is actually the upgrade of customers' desires. Therefore, products must be developed around new needs, which is the new consumption in the future.    

      This year, we must do things that can be deposited, accumulated, sustainable and explosive. The boss must judge whether the business is a good business, whether the industry is a good industry, whether the product is a good product, and whether the platform is a good platform. To meet these four aspects, we must be deposited, accumulated, sustainable and explosive.    

      The reason why the club has been promoting cross-border e-commerce in the past two years is because I have been investigating cross-border e-commerce for more than a year. It meets the factors that can be accumulated and accumulated. I think it must be done, because it is a hot spot, and the explosive business must be laid out, and the continuous business must be laid out, which is abbreviated as both vigorous and sustainable. If there is a business that is both vigorous and lasting, it is a good business.    

6. Social development enters from material to spiritual

      2021 is an important node, because China has developed for 40 years and material and spiritual have entered a boundary. The focus from 2000 to 2016 was on living and travel, so houses and cars exploded. After 2020, the overall demand of society is spirit. When you choose an industry and product, you must be linked to the spirit.    

      If selling a cup is just a cup, there is no way to survive. The cup must have spiritual and cultural elements. For example, Yuanqi Forest and Zhong Xuegao have a little tone and culture, which has entered the spiritual level. The annual fee of Jinguan Club is 288,000 yuan. Why are there so many people signing up? Because the slogan of Jinguan Club: Being a brother for a lifetime is priceless in spirit.

      Therefore, your products should be spiritual, and the company's team management should also be spiritual, because the post-90s and post-70s are different. They pay more attention to spirit, including culture, etc.    

      The original intention of a company is very important, and the original intention is the spiritual culture of the company. Entrepreneurs must be in the original intention of helping others and helping e-commerce succeed is the original intention of Laogao's e-commerce circle. Lao Gao said that when the club's children grow up in the future, he will make some arrangements for the happiness of members' family.    

      Because what Lao Gao has to do in his life is to be altruistic, and what he has to do is to help e-commerce people solve problems and help e-commerce people be happier and more successful. "This is the meaning of my life. Lao Gao must do this when he lives in this world, constantly explore things that meet the needs of e-commerce people, provide a reliable channel, and let members find clubs when they need them." Lao Gao said.