Chapter 21 Don't feel bad about throwing sesame seeds, because you will pick up a watermelon

Nothing can be achieved overnight. It is the same principle in doing business. Only by focusing on the long-term can it be possible to achieve greater gains. Zeng Changbiao is a native of Qiaotou Town, Yongjia, Wenzhou. He suffered from polio since he was a child, but he is physically and mentally disabled.He is the first person in Wenzhou to successfully take his business to North Korea, and he is also the best spokesperson for Wenzhou businessmen who dare to "take a small loss and make a big profit". He first worked as an administrator in a shopping mall in Beijing. He went to Shenyang to start a business in 1992. He spent 300,000 yuan to buy a clothing distribution department that had been losing money for years, and officially embarked on the road of independent work.This distribution department is very depressed, the supply of goods is insufficient, the quality is not good, and few customers come to the door.In order to open up the market, he first started by improving the supply of goods. He organized high-quality goods from Wenzhou and shipped them to Shenyang for low-cost sales. Although the profit was not high, he won the trust of many customers.In this way, Zeng Changbiao established a good reputation among consumers with the idea of ​​taking small losses and taking big advantages. The distribution department also quickly turned losses into profits, and became prosperous day by day, becoming the largest clothing material city in the three northeastern provinces.

As a result, Zeng Changbiao tasted the sweetness of low-priced acquisitions and set his sights on North Korea, which borders the Northeast. In 2004, he contracted the lease right of Pyongyang No. 1 Department Store in one fell swoop.This is one of the largest clothing shopping malls in North Korea, with a business area of ​​more than 3.6 square meters, located in a prime location in the center of Pyongyang.Daily necessities such as toothpaste, toothbrushes, small tools, and small electrical appliances are in short supply in North Korea, and the profit margins are very large when shipped there. After a few years, he has also made a lot of money.

Wenshang attaches great importance to money in the business field, making money when they can, and even a few cents of profit are not easily let go.But they never see money in their eyes. On the contrary, they have a long-term vision and would rather give up short-term interests for long-term interests. In the business field, many people are unwilling to suffer losses, and they can’t afford to suffer losses. However, in Wenshang’s view, taking a small loss is taking advantage, which is not inconsistent with their business philosophy of making big money and small money.It is often said that there is no business without fraud, which means that businessmen are always counting the money in other people's pockets, but those who really know how to do business know the principle of using small things to make big gains.

Wenzhou Aokang Group is a large-scale enterprise mainly producing leather shoes. When they deal with customers, they are very honest.Once they received a large order from an Italian merchant, but during production, the price of leather materials increased, so that the cost of each pair of leather shoes increased by US$1 compared with the planned plan.The person in charge of production quickly reported the situation to the group headquarters and proposed to increase the price on the original contract.Regarding this proposal, the president Wang Zhentao immediately expressed his opposition. He said: "Since the contract has been signed, it cannot be changed casually. Even if it is a loss, this transaction must be done."

The news quickly spread to the Italian merchants. They were moved by Aokang Group's honesty and principled cooperation attitude, and offered to increase the cost of one dollar to the original contract, but Wang Zhentao immediately refused. He said: "It doesn't matter if you earn 1 dollar more or less, the most important thing is to abide by your credit!" The Italian businessmen were even more impressed, and later they added an order, the total amount was directly increased from more than 200,000 US dollars to more than 1 million US dollars, and said that they would establish a long-term cooperative relationship since then.

There are always some short-sighted businessmen in the market. They only care about immediate benefits. Driven by profit, they can ignore honesty.It is difficult for such a person to develop for a long time in the modern commercial society.The essence of modern business is honesty first, customer first.The relationship between businessmen and customers is a mutual benefit and mutual benefit. Only when customers feel the real benefits can they win permanent trust.At this point, Wenzhou merchants have also experienced a painful experience. Some Wenzhou merchants used to manufacture and sell counterfeit products, shoddy them, and became the target of consumers' scolding and attacks because of their lack of trustworthiness. Although he made a fortune, he lost the entire market.Later, they learned a lesson and realized that personal interests are actually interdependent with consumers' interests, and their business concepts gradually matured.

Some businessmen are eager for quick success and do not hesitate to sacrifice long-term interests in pursuit of temporary high profits, which is extremely detrimental to the long-term development of enterprises. Today's market competition is extremely fierce, and the environment for small and medium-sized enterprises to survive is relatively difficult.Taking small and medium-sized enterprises in Wenzhou as an example, since the first half of 2008, affected by factors such as rising raw material and labor costs and RMB appreciation, small and medium-sized enterprises in Wenzhou have been under too much cost pressure. In the second half of the year, they were also affected by the international financial crisis. The development environment of small and medium-sized enterprises is even worse, and the profits of enterprises have dropped greatly.In this case, it is necessary to look at the market with a more calm perspective, focus on long-term interests, and don't care about temporary gains and losses.

◎Don't care about temporary gains and losses, that is, don't care about small profits——In the process of enterprise development, don't care too much about temporary gains and losses for the sake of long-term interests. This is a business strategy, but it doesn't simply mean not to care about small profits, but to Know that any huge profit is based on small profits bit by bit.