Chapter 15 You can get an "egg" without a "chicken", and "borrowing" is a better choice

Make good use of your own capital, make good use of other people's capital, make good use of today's capital, and skillfully use tomorrow's capital. Meters Bonwe Group, founded by Zhou Chengjian in 1995, has developed into a large-scale comprehensive enterprise with strong capital and superb technology after more than ten years of development.Meters Bonwe, with Zhou's color and "unconventional way", is highly recognized in the minds of consumers.Compared with ten years ago, this ever-growing group has undergone earth-shaking changes. Thinking of this, Zhou Chengjian was filled with emotion.

When Metersbonwe was first established, it was really difficult, not only short of funds, but also very scarce in resources and technology.In order to improve the economic efficiency of the enterprise, Zhou Chengjian tried every means.The most worth mentioning is that his strategies of "borrowing chickens to lay eggs" and "borrowing nets to catch fish" have obvious effects, and finally helped the company out of the loss-making situation. At that time, Zhou Chengjian adopted the development path of self-production and self-marketing.Due to the complex production procedures and very slow production progress of this model, not only cannot keep up with the sales volume in the market, but also often have product quality problems.So Zhou Chengjian thought of the way of outsourcing production.At that time, there were many OEM-based factories in the Pearl River Delta.Zhou Chengjian outsourced the production of garments to other garment factories, and only took care of marketing himself, which greatly accelerated the development of the enterprise.

In business management, Zhou Chengjian is very good at using external forces.In order to save money, he also made similar improvements in marketing channels based on the experience of borrowing the chicken and laying eggs in the "production" link.At that time, Meters Bonwe was opening chain stores all over the country.Considering the excessive investment in staff salaries, store rents, taxes, etc., Zhou Chengjian thought of the business model of "simultaneous direct sales and franchising", that is, the development of alliance management, leaving only product design, brand promotion and a small number of direct sales stores in his hands. The most core part.

In this way, the production and sales of Meters Bonwe garments were all outsourced, successfully relying on external forces to achieve a win-win situation.This "empty glove white wolf" business model is completely a "virtual business", however, it actually reduces the investment cost.In the clothing industry with low industry concentration and brutal competition, this model has become a magic weapon for Zhou Chengjian's rapid career rise. "Borrowing power" is a means to achieve one's goals with the help of external forces.In business, it refers to "borrowing" the advantages of a certain environment, climate, a certain big company, a certain big brand, etc. into one's own business to make up for one's own shortcomings.In the process of business operation, this is a common production and operation mode.You must know that it is impossible for any enterprise to achieve balanced development—some lack funds, some lag behind in technology, and some have poor sales.If any link is not done well, it will affect the overall development.In this case, if you want to succeed in starting a business, you must learn to use the advantages of others to effectively transfer risks, so as to realize mutual exchange and resource sharing.

In the tide of entrepreneurship, Wenzhou people are a model of "borrowing strength", because at the beginning of development, most enterprises in Wenzhou mainly focus on OEM production. To put it bluntly, they are working for others.This kind of development model does not have its own core technology and follows the trend, which has many shortcomings in itself.Therefore, it is inevitable to encounter development bottlenecks in the development process.In order to further develop and strengthen their own strength, entrepreneurs must use the advantages of others to develop themselves.So many Wenzhou businessmen began to look for partners, use various methods to establish cooperative relationships, and transform the advantages of others into their own advantages.For example, many businessmen in Wenzhou use international brands to build their own brands and gradually grow their businesses bigger and stronger.Xu Yongshui, a Wen merchant, used the advanced technology of Japan's Hirota Corporation for his powerful lighters to gradually expand himself and become self-reliant; Wu Junting operated in the name of others, and eventually owned his own Shanghai Junting Garment Company.In addition, there are some Wenzhou local clothing and leather shoes brands such as Aokang and Red Dragonfly. Although the brands are our own, the processing business is outsourced to local or foreign factories.This is a model of making a fuss about "borrowing".

In the eyes of Wenzhou people, working with strength means "walking with giants", which is why some Wenzhou businessmen like to cooperate with some large enterprises at home and abroad. Borrow a "chicken" and lay multiple "eggs" In the eyes of Wenzhou people, it is not only funds that can be borrowed, conventional resources such as technology, policies and development prospects can be borrowed for their own use. Borrowing chickens and laying eggs is a concentrated expression of "borrowing". This "borrowing" has many meanings, including resources, funds, and technology.To start a business, don't fight alone, but should use the leverage of leverage just right, so as to achieve twice the result with half the effort. "Borrowing chicken" has to bear certain risks.

Although "borrowing chickens to lay eggs" is the most convenient way, it is also potentially dangerous, because to some extent this approach is equivalent to "operating in debt and traveling around the world without money".Especially for those small and medium-sized enterprises whose own development is insufficient and want to obtain more room for development, the risk of this kind of operation will be greater.Therefore, when everyone wants to "borrow chickens", it becomes increasingly difficult to borrow "chickens".Why are Wenzhou people good at borrowing chickens and have a high success rate?It is because they can control the risk within the range they can bear.

◎"Borrowing" for the sake of "borrowing"--starting a business may lack funds, technology, or market, and cleverly rely on the power of others to achieve the goal, but it is only temporary. "Borrowing" is not the ultimate goal, but to continuously strengthen oneself through "borrowing".If you borrow "addiction" and don't think about developing yourself, I'm afraid it will be yourself who suffers in the end.