Chapter 3 Chapter 2 Entrepreneurial quality, nothing less

Not every entrepreneur can be successful, because they do not necessarily have entrepreneurial qualities.You must know that the road of self-employment is full of difficulties and twists. Entrepreneurs must face unpredictable and fierce competition alone, as well as a series of problems and contradictions that need to be solved quickly and correctly at any time.Therefore, entrepreneurs must have very good entrepreneurial qualities, have very strong psychological control ability, and be able to maintain a positive and steady attitude, which at least includes entrepreneurial awareness, entrepreneurial psychological quality, entrepreneurial spirit, competition awareness, entrepreneurial ability, etc. .All of these qualities are necessary for a successful business.

The "sleep on a salary and taste the gall" here is of course not to let you really sleep on the straw to taste the gall. It is a kind of spirit and the essence of an entrepreneurial spirit that "don't let difficulties bind your hands and feet, don't let comfort wear away your will, and don't let abundance paralyze your mind". . Most of the overlords in the Spring and Autumn Period achieved their hegemony for a lifetime by accumulating the merits of their ancestors for several generations. Only Goujian, the king of Yue, ruled under the condition of having nothing.He rose up in times of crisis, dared to be disdainful, dared to be dared, dared to be unwilling, and finally grew from nothing, from small to large, from weak to strong.How similar this process is to "starting a big business with small capital"!

For every entrepreneur, the legendary experience of Zhejiang merchants is a banner of success.However, just like Goujian who tasted courage through hard work, behind every successful entrepreneur is a hard-working experience.If you don’t have the entrepreneurial spirit and psychological preparation of “traveling thousands of mountains and rivers, going through untold hardships, trying every means, and speaking thousands of words”, and without the strong perseverance to endure humiliation, never complain, and strive for self-improvement, don’t blame God for not Ken loves you. After being cheated, I tried my best to start again

There is a place where you can use the products you want for nothing without spending money.You may think this is whimsical, but there is such a good thing.That place is the trial network.There, as long as anyone applies, they can get the trial products provided by the company.From cosmetics to food to daily necessities, all kinds. The business model of the website is: companies put their products on the trial website, and consumers fill in their own information to apply for free products.After the website sorts out the consumer data, it compiles a report and sells it to the company, and then charges the company.Everyone gets what they need, and everyone is happy.

The young man who founded this website is named Xu Le, only 24 years old.Although his website is booming now, it was not so smooth when he started his business. This very smart young man was admitted to Tsinghua University majoring in chemical engineering when he was 16 years old.Wanting to be self-reliant, he has registered a website since his freshman year. He keeps registering domain names on the Internet, and then sells them on the website to those in need.At that time, he could earn more than 1,000 yuan a month, and he felt very happy. He no longer needed to spend money from his family, and felt that he had grown up.This made him very confident in his ability to make money, and his website gradually became known.After more than a year like this, Xu Le, who was a sophomore, received a call from a stranger in Shanghai.

The stranger said that he had just graduated, had nothing to do, and wanted to start a business, and asked Xu Le if he was interested in starting a company together.Xu Le, who was only 17 years old at the time, was full of longing.After he went to Shanghai to meet the netizen during the "May 1st" holiday, he made an incredible decision.Although everyone around him objected, Xu Le, who had always been independent, had already made up his mind, and he quickly completed the formalities of suspending his studies for two years.The family had no choice but to let him go. After leaving school, Xu Le went to Shanghai and started a company with that netizen.Soon, he made a lot of money. One day when he was 20 years old, a partner of Xu Le told him that there was a chance to make a fortune.It is the Shenzhouxing recharge card that we all know. Generally, it is 98 yuan, 99 yuan, or 100 yuan in the market. Basically, there is no discount, but he told Xu Le that he can buy this product for 80 yuan. In this way, the profit It's amazing.Xu Le first tried to buy a batch of goods, and quickly tasted the sweetness.He felt that good luck had really come to him.But we can all imagine that things didn't go as smoothly as he thought.

Xu Le remitted a total of 200,000 yuan from himself and his parents to this partner.But when it was time to deliver the goods, the other party kept procrastinating.Xu Le felt that the situation was not good, and began to call constantly to urge the delivery, but one day, the other party's mobile phone could no longer be connected.Xu Le searched around, finally found his partner, and blocked him at home.The man offered the IOU, but it was really just a delay.Then, the partner disappeared from Shanghai overnight.Only then did Xu Le realize that he had been cheated. Being strong, he doesn't shed tears easily now, but at that time he was so crying that he couldn't speak.Because Xu Le's parents are just ordinary workers, the 200,000 yuan cheated is almost half of their life savings.

After learning from the pain, Xu Le did not go home, but got on the train to Beijing again.He began to try his best to start a new business.Relying on the borrowed 100,000 yuan, Xu Le registered a new company in Beijing.At that time, the company in Shanghai was called Shile Company. In order to remind himself of this profound lesson, he kept reminding himself, so his company in Beijing still kept the word Shile. In this way, he once again started a new venture.At that time, he spent almost 17 or 18 hours a day facing the computer, eating instant noodles when he was hungry, and lying on the bed when he was tired.In his opinion, it was the first time he was deceived that made him learn to keep his feet on the ground.He has learned from the painful experience, and he will no longer believe in any myth of getting rich overnight.He began to understand that wealth must be created by oneself, and he must earn it step by step, and don't think that he can succeed in starting a business overnight and become famous.In this way, Xu Le persisted in his arduous entrepreneurial journey.He suffered from cervical spondylosis at a young age due to prolonged exposure to the computer.

He is strong and is working on the construction of the company's payment website while undergoing cervical spine treatment.Finally, Huangtian paid off. When Xu Le successfully graduated from Tsinghua University, his career was also on the right track.Many companies have reached cooperation agreements with Trial.com, and the products on Trial.com have grown from hundreds of products of more than a dozen brands at the beginning to nearly 100 brands of thousands of products, including food, clothing, housing, use, and play. On the one hand, Xu Le's business is getting better and better, and the company is getting bigger and bigger.

You know, most of the good things that fall in the sky are traps.The young Xu Le was once cheated penniless because of his lack of social experience, which is often encountered by fledgling entrepreneurs.However, being able to regard adversity as a precious opportunity, being able to tap business opportunities under any difficult conditions, and being able to wait for the opportunity and gain momentum made this young man finally find his own piece of blue sky. The spirit of "relying on fuel and tasting courage" is rooted in historical objectivity, but it is not limited to a certain form.Generally speaking, it is necessary to be able to endure hardships, develop a sense of urgency and a pioneering spirit, be prepared for danger in times of peace, make every effort to survive and develop, and constantly explore new ways.We must know that adversity can sharpen people's will, make people excited and put them to death to survive.As long as entrepreneurs can have this spirit, they don't need to be afraid of any suffering.

To do anything, you must have relevant professional capabilities, and the same is true for entrepreneurship.It’s just that unlike the professional abilities of doctors and engineers, entrepreneurial ability is a special comprehensive ability.The ability to affect the efficiency of entrepreneurial activities and determine the success of entrepreneurship includes decision-making ability, management ability, professional and technical ability, communication and coordination ability and innovation ability. Decision-making ability is the ability of entrepreneurs to correctly determine the development direction, goals, strategies and specific implementation plans of entrepreneurship according to subjective and objective conditions and adapt to local conditions; business management ability refers to the ability to manage personnel and funds.It involves the selection, use, combination and optimization of personnel, as well as the accumulation, accounting, distribution, use and flow of funds; professional technical ability is the ability of entrepreneurs to master and use professional knowledge for professional production, and its formation has a strong practice communication and coordination ability refers to the ability to properly handle the relationship with the public (government departments, news media, customers, etc.) An effective way to resolve external risks and gain competitive advantage is also an important part of entrepreneurial ability and quality. Each of the above five basic abilities has its unique status and function, and will affect the formation and development of other abilities, and even affect the success of entrepreneurship.Therefore, an entrepreneur should not only pay attention to cultivating his independent entrepreneurial qualities in all aspects, but also pay attention to the optimization of the overall structure, and constantly improve his entrepreneurial ability in entrepreneurial practice. A down-to-earth website CEO Unlike the CEOs of eLong, Yitang, Sohu, etc., Li Zhigao, the CEO of Tianji.com, has never gone to the United States to study for an MBA. He is a native of mountainous areas.People who have met Li Zhigao will think that he is a very gentle person at first, but when he speaks, you will be surprised to find that he speaks so fast that people can't get in his mouth.This is a person who says what he says and never keeps things in his heart, but he is such a person with a quick personality, but he is a doctor of the Department of Optoelectronics and Precision Instruments of Chongqing University.During the 10 years of studying in university, because he never knew what he should do, he got his doctorate step by step, and at the same time, he was looking for his future direction. During his 10-year college career, Li Zhigao felt that it is not enough to have high technology, but must also have the means to transform it into productivity.Therefore, while constantly improving his professional skills, he has also been looking for opportunities. By chance, Li Zhigao got acquainted with people from "Computer News".He felt that those people were different from ordinary people. Li Zhigao, who could have worked for the State Education Commission after graduation, resolutely decided to join "Computer News".A doctoral supervisor said to him sadly: "You can't give up your major for money!" His tone and eyes are still unforgettable to Li Zhigao, but he knows his choice and what he wants to do. It was 1995. At that time, there were only more than 20 people in "Computer News", but Li Zhigao wanted to challenge himself.He said: "Development is my specialty." After only one year, the Kulixiang software company established by Li Zhigao has quickly become popular.Some people say that Li Zhigao is lucky, but he never believes in luck.Moreover, luck is also a manifestation of ability. Li Zhigao's Tianji.com originally originated from the CPCW website of "Computer News". In 1999, Li Zhigao successfully introduced venture capital and established Tianji Information Development Co., Ltd. as the managing director.He believes: "Whoever combines traditional resources and network technology means well can make a profit. The network is just a means." When preparing to build the website in Beijing, Li Zhigao didn't understand why the website was not listed for profit, and what to do after listing?Some people say that he doesn't understand the Internet at all.But he said: "I am not a first-class talent, I am competing with first-class talents, hoping to do first-class things." He held his breath, and quickly fought his way out. In January 2000, Tianji.com was not only rated as one of the top ten Chinese websites, but also the largest Chinese IT website in China.This down-to-earth CEO finally proved himself to everyone. A career is not something you think about, but something you do.A good application of professional knowledge can increase the probability of entrepreneurial success, but Li Zhigao is not satisfied with this.Because he understands that it is not enough for entrepreneurs to have certain professional talents, and they must also improve their other abilities in the process of doing it. However, in some industries, people with special knowledge or skills can start a business at low cost. It does not require large capital investment, but only intellectual investment.These talents include management skills, marketing skills, patents, etc.There are many examples in this regard, such as famous writers, lawyers, senior engineers, professional managers, inventors, etc.In fact, an individual's intelligence and expertise is a resource.If you are a person who can fully tap, utilize, and integrate resources and information, then give full play to your talents in this area; if you are a person who is good at taking advantage of opportunities, you can also successfully start a business with a small cost.No matter what aspect of intellectual talent you have, you must fully tap it and let it serve your entrepreneurial action. Among them, Xu Sanduo, who couldn't even climb a single pole at the beginning, with his hard work day and night, made 333 consecutive giant swings on the pole, breaking the entire company record, even though he was in a coma for several days because of it. Faith; Facing his teammates who are doing nothing every day, he always maintains the true qualities of a soldier, running more than 10 kilometers with a heavy load every day. This is faith.On the road of entrepreneurship, what we need to have is this kind of firm belief. Ma Yun said: "On the road of entrepreneurship, we have no retreat. The biggest failure is to give up." Yes, in order to achieve success in entrepreneurship, entrepreneurs must have a strong entrepreneurial awareness of self-realization and pursuit of success.It can help entrepreneurs overcome various difficulties and obstacles, and it can also give them the courage and motivation to persevere.This belief of not giving up and not giving up will guide entrepreneurs to finally reach their goals in life. Shi Yuzhu never give up If Xu Sanduo interpreted "Never Abandon, Never Give Up" on the screen, then Shi Yuzhu performed the real version of "Never Abandon, Never Give Up" with his 18 years of ups and downs in business.His subsequent success did not come by accident: he chose industries carefully, he abided by the law when dealing with competition, he went through ups and downs to explore the truth in management, he learned from great men in tactics, and he did not lag behind in the field of investment. But once, the process of Shi Yuzhu's giant group from glory to disintegration has been discussed in the streets and alleys, and it has become one of the few classic cases of failure in the history of Chinese business. In 1989, Shi Yuzhu started his business with a debt of 4,000 yuan. In just 5 years, he ranked 8th in Forbes' "China's Rich List".But at the beginning of 1997, a shocking news stirred up public opinion: the Giant Group was completely paralyzed, the Giant Building was forced to suspend work, and the debt was as high as hundreds of millions of yuan...In an instant, the wealth was wiped out, and it was reduced to "China" with a debt of 250 million yuan. "The first poor", Shi Yuzhu, the 35-year-old chairman of the Giant Group, who was once one of the "Top Ten Reform Figures", disappeared from the public eye for three full years. Although Shi Yuzhu lost completely at the time, his story did not end there.The fallen giant will not give up fighting, Shi Yuzhu has a spirit of never giving up, and his subsequent experience is even more legendary.A few years later, he miraculously turned around and made a comeback, leaving a meaningful exclamation point to the Chinese business community and even the world business community: he not only paid off his debts, but also re-joined the ranks of billionaires, surpassing the heyday of the year period. From a poor entrepreneurial young man, to a billionaire ranked No. 8 in the country, to the "poorest person in the country" with a debt of more than 200 million yuan, to a capitalist with a net worth of 50 billion yuan... Shi Yuzhu's interpretation of this "don't abandon The story of "Don't give up" has made many people break their glasses, and it has also ignited many people's dreams. In the ups and downs of his entrepreneurial career, the reason why Shi Yuzhu was able to have the last laugh is because he always adhered to the concept of "never give up, never give up", and he was still confident and strong when he suffered a crushing defeat, so he had the possibility of a comeback.For entrepreneurs, success may be far away, so far away that you can no longer hope; success may be so close, so close that you only need to persist one more step.Entrepreneurship is a systematic and complex system. From before, at the beginning of entrepreneurship, to the continuous development of enterprise scale, entrepreneurs need wisdom and courage to constantly find out the key points of each stage and make breakthroughs quickly.This process is inseparable from the spirit of "never abandon or give up". For every ambitious entrepreneur, let us remember a businessman's quote from "Don't Abandon, Don't Give Up": "Today is cruel, tomorrow is crueler, and the day after tomorrow is beautiful. Most people will die tomorrow night, see The sun is less than the day after tomorrow. So if you want to be successful, you have to work very hard every day. Only by living well today can you get through tomorrow, and you can see the sun after tomorrow. For all entrepreneurs, always tell yourself Words: From the first day of starting a business, what you have to face every day is difficulties and failures, not success. My most difficult time has not yet arrived, but one day it will definitely come. Difficulties can be avoided, but you cannot let others do it for you You resist. Any difficulties must be faced by yourself. Entrepreneurs face difficulties." Entrepreneurship undoubtedly requires surging passion and the confidence and courage to take risks, but in addition, entrepreneurs must also have the spirit of prudence.Because the cruel reality is in front of you: the probability of entrepreneurial failure is very high, almost 90% or more! Only about 10% of the newly established enterprises 3 years ago have developed after 3 years!More than 65% of enterprises closed down in the first year, and more than 20% of enterprises were canceled in the second year. Why is this so?The reason is that 85% of those failed projects have no development potential, which means that entrepreneurs are too careless and lack vision when choosing an industry.Being too impulsive and eager for success is another reason for failure.The lesson for us is not to be too impatient, choose a good project and then act, otherwise you are likely to fail because you do not understand the market situation.Entrepreneurship requires a firm and decisive decision, not a momentary impulse. If you want to succeed in starting a business, you must follow the steps step by step and follow certain steps to increase the probability of success.The reason is simple: if you want to run before you can walk, you will stumble.However, if you practice hard and accumulate daily exercise, you will be able to walk steadily and run well in the business war! Jinmailang is moving steadily towards success In April 2002, in conjunction with media publicity, Jinmailang tentatively put 5,000 boxes of Jinmailang bullet noodles into model markets such as Beijing and Shanghai, but they were sold out within the month.As a result, Jinmailang gained confidence and began to distribute goods. At the same time, the media strategy also followed up in time to achieve transfer matching.Over the years, in the low-end rural market, Hualong mainly opened up the market with the launch strategy of "wall advertisement + local TV advertisement".This delivery strategy is obviously not suitable for the urban market, so Hualong tried to launch the "new 1+1" communication mode. In 2003, after Jinmailang became the main sales force of Hualong, he began to appear frequently in CCTV advertisements.So far, one and a half years after its listing, Jinmailang has completed the full-line distribution of products in 13 provinces and cities in the north with a large-scale advertising campaign.In addition to using TV advertisements to promote the Jinmailang brand, Hualong also cooperated with the promotion of products through urban newspapers that are closely related to the lives of citizens, so that consumers have a more direct understanding of this new brand. The "New 1+1" model of "CCTV + Metropolis Daily" has enabled Jinmailang to successfully replicate its success in the rural market to first-tier cities. It was not until this time that Jinmailang's step by step aroused the vigilance of industry bosses. In 2004, Master Kong, which has always focused on the high-end market, launched strategic adjustments, targeting the secondary and tertiary markets, and developed corresponding mid-range and low-end products.At the same time, in the urban market, Master Kong and Uni-President launched a forceful attack on Jinmailang, and price wars, sales promotion wars, and publicity wars emerged one after another.But at this time, Jinmailang has gained a firm foothold in the city's high-end market by relying on its unique sales channels and its steady and steady style of work, and can calmly deal with the impact of giants. Objectively speaking, with the resources of Hualong at that time, the time for nationwide distribution could have been greatly shortened, but it did not do so.In the early stage, Jinmailang’s promotion strategy has always been prudent and careful, starting with a selling point that many instant noodle companies have neglected—"bullet noodles", and educated the market through old-fashioned advertising.It can be seen that Hualong does not want to overly stimulate Master Kong and Uni-President, so that Jinmailang can grow up in a more relaxed environment.Undoubtedly, this is a prudent and wise approach.And so it is.It was not until 2004 that Master Kong and Uni-President really realized the threat of Jinmailang, and then adjusted their strategies to block Jinmailang and try to penetrate the secondary and tertiary markets.However, Jinmailang's wings are full, and the most dangerous period is over. The experience of Jinmailang's success for all entrepreneurs is: newly established companies must be cautious and steady at the beginning of listing and promotion, and do not directly expose themselves under the noses of powerful companies.Because when one's own strength and market have not formed a scale, revealing oneself prematurely may lead to suppression by powerful companies.Moreover, don't worry if you can't make money at the beginning, you have to proceed cautiously, this is a learning process.Once you have a certain understanding of the industry and accumulated a certain amount of experience, then you will have the basis for the next step of development. To be a believer in yourself is to be confident, self-improving, self-reliant, and self-reliant. With these qualities, you can better control yourself and control your talents. Confidence is having confidence in yourself.To become a successful entrepreneur, one must have a firm belief and work hard until success; self-improvement is based on self-confidence, daring to practice, constantly increasing one's abilities and talents in all aspects, and having the courage to make oneself a strong person in life and career ; Self-reliance means having an independent personality, independent thinking ability, free from the constraints of tradition and secular prejudice, free from the influence of public opinion and the environment, able to choose their own path, good at designing and planning their own future, and adopt corresponding measures Action; autonomy means to have foresight, the courage to be the first, and a scientific attitude of seeking truth from facts, and be able to grasp one's own course until reaching the other side of success. With these qualities, you can be your own believer, relying on your own mind and hands, relying on your own wisdom and talent, relying on your own efforts and struggles to build your own career building. Self-reliant Qixi Hedy is a brand of soda in the United States. When it was first established, it was independent of Pepsi, and it has launched one drink war after another with Coca-Cola, Pepsi and other American beverage giants. At the beginning, compared to Coca-Cola and Pepsi, Hedy was completely a "little brother" of a rising star.Therefore, to compete with these two big brothers and other beverages in the United States, a spirit of self-confidence, self-improvement, and self-reliance is required. It is necessary to look for the characteristics of the opposite and work against them, rather than imitate them. Seven Up's first most effective offense came in 1968.That year, Seven-Up broke a hole in the American cola-based mainstream by labeling its lemonade and lime drinks as "non-cola."Hedy is the first to define beverages as cola and non-cola. It has created a new consumption concept for no reason to open up sales for its soft drinks.According to its classification, Coca-Cola is the representative of cola-type beverages, while seven-up soda is the representative of non-cola beverages.In this way, Hedy suddenly entered the same level as Coca-Cola.In the first year when Hedy proposed this classification standard, its soda water market share reached 15%, and its sales continued to rise after that, finally becoming the No. 1 brand of non-cola beverages in the United States. However, the good times did not last long, and soon, its development momentum slowed down.In the fierce market competition, the boss of Qixi Company, who can't compete with "Two Happiness", is naturally very unwilling to maintain this situation. He believes that he will be able to increase the sales volume. In 1980, Weizman, the head of Hedy Company, saw an article while reading "Consumer Guide", which said that the American people were increasingly concerned about the intake of caffeine, and 66% of adults hoped to reduce or completely reduce it. Eliminate caffeine content in foods.Seeing this, he believed that he had found a weapon to fight back.So he immediately assigned the company's researchers to investigate the caffeine content in "Two Les".The researchers gave him an answer that increased his confidence: 12 ounces of Coca-Cola contain 34 mg of caffeine, while the same amount of Pepsi contains 37 mg.As a non-cola beverage, 7-up soda contains zero caffeine. Seven-Up Soda didn't hesitate to launch the "caffeine-free" campaign.Qixi's attack was very effective, it hit people's hearts, so its sales rose steadily, and soon rose from fourth to third. Dare to challenge big companies such as Coca-Cola and Pepsi, Qixi's courage is not small, but it is certainly not blind self-confidence.Although Coca-Cola and Pepsi were already very powerful at that time, Qixi firmly believed that it could succeed, because it did not intend to imitate "Two Le", but to fight against it, follow its own path, and be its own believer, so it succeeded.And this kind of entrepreneurial spirit of self-confidence, self-improvement, independence, and self-reliance is exactly what entrepreneurs need to have.