Chapter 11 Chapter 10 The way of management, know what you know

Management is an art, and anyone can become an excellent manager, but maybe you haven't noticed the problem of management ability.The leader's activities are a combination of a high degree of internal unity and developmental coordination between various large goals and various small goals.In the process of management, we must focus on the overall situation, and we must see the general environment of business competition, the general trend and the overall situation of ourselves; when dealing with problems, we must have a high-level vision and a far-sighted view, not limited to the gains and losses of meager profits, based on the present, Focus on the future.Entrepreneurs can make scientific strategic decisions only if they are aware of various management methods.

Entrepreneurs who want to succeed and get rich must first get rid of the naive idea and concept of "getting rich overnight".Everything is difficult at the beginning, making money is something you want to do urgently, but it is a thing that cannot be rushed.Formulating a practical plan, investing rationally, seizing opportunities, and seeing the right time are all critical steps for entrepreneurial success. Wang Yongqing, a wealthy businessman in Taiwan, started from a boy in a millet store, and after decades of hard work, he finally became the richest businessman in China and the king of the world's plastics industry.The reason for his success is that he has extraordinary financial intelligence and financial quotient, and his management methods, employment methods and enterprise development methods all shine with a unique light of wealth and wisdom.He was able to find the source of his wealth and hold on to it firmly, so he made his own career.The same is true for you. When starting a business, if you can dig out the source of income before others are quiet, and hold on to it, you will definitely be able to make a lot of money.

Huawei, which started at 20,000 yuan In 1987, Ren Zhengfei, a 43-year-old retired PLA cadre, and several like-minded middle-aged people founded Huawei with 20,000 yuan.At that time, except for Ren Zhengfei, no one may have thought that this small company, which was born in a dilapidated factory building, was about to rewrite the history of China's and even the world's communications manufacturing industry. In the early days of its establishment, Huawei obtained its first pot of gold by acting as an agent for a program-controlled switchboard of a company in Hong Kong.At this time, there is basically a blank in the domestic program-controlled switchboard technology.Ren Zhengfei is sensitively aware of the importance of this technology, and perhaps this is the source of his wealth.So he invested all of Huawei's funds into developing its own technology.This desperate move did not disappoint Ren Zhengfei—Huawei developed the C&C08 switch. Since the price is 2/3 lower than similar foreign products and the functions are similar to it, the market prospect of the C&C08 switch is very promising.The strategy of self-developed technology established at the beginning of its establishment made Huawei take great risks, but it eventually laid the foundation for Huawei's moderately leading technology and became a major capital for Huawei to stand out from its peers in the future.

However, at that time, most of the international telecommunications giants had entered China and had been entrenched in various provinces and cities for many years. If Huawei wanted to directly fight with these century-old companies with strong financial resources and advanced technology, it would be an egg against a stone.The most serious thing is that as the domestic market is rapidly entering a stage of vicious competition, the international telecom giants, relying on their strong financial resources, have also begun to cut prices sharply, in an attempt to stifle domestic emerging telecom manufacturers such as Huawei in their infancy.

Ren Zhengfei chose a sales strategy that was later called "encircling the cities from the countryside"-Huawei first occupied the vast rural market that the international telecom giants were unable to penetrate, and took every step of the way, and finally occupied the cities. The branches of international telecom giants are only set up in provincial capitals and key coastal cities at most, and they have no time to take care of the vast rural market, and this is where the advantages of local companies like Huawei lie.In addition, due to the limited purchasing power of the rural market, even if the price of foreign products is greatly reduced, there is still a distance from the requirements of the rural market. Therefore, international telecom giants have basically given up the rural market.

Facts have proved that this strategy has not only prevented Huawei from being strangled by international telecom giants, but also allowed Huawei to achieve considerable development, cultivate an excellent marketing team, grow a research and development team, and accumulate capital for urban warfare. In 1999, Huawei had 15,000 employees, and its sales exceeded 10 billion for the first time, reaching 12 billion yuan. Huawei's success lies in the fact that Ren Zhengfei is good at finding the source of income, and is able to seize the good opportunity for investment. He does not take small profits for nothing, and gradually develops and grows step by step.It is also 20,000 yuan. If it is not used to invest in starting a business, it may always be 20,000 yuan. After finding the source of income, it has created Huawei, which has tens of billions of assets today.

In our era, there are hidden opportunities to make money and achieve careers. The consumer psychology of pursuing fashion and the demand for new lifestyles in the consumer market are the basis and motivation for generating opportunities.Seize these opportunities, it is possible to dig a source of wealth.The key is that entrepreneurs must find out these needs, dig out your financial resources, and hold on tightly.When encountering difficulties, find a way to solve them instead of shrinking, so that your business will not worry about failure. The role of sales analysis is mainly to measure and evaluate the relationship between planned sales targets and actual sales made by managers. It can use two methods: sales variance analysis and micro sales analysis.Sales variance analysis is mainly used to analyze the different effects of various factors on sales performance; micro-sales analysis mainly analyzes the specific products and regions that fail to achieve sales.Maybe you think these professional terminology descriptions seem too laborious, so in simple terms, sales analysis means that in the process of starting a business, entrepreneurs need to analyze various factors in the market to know where they can make money, so as to be targeted .

Women earn the best money In London, a man named Emerald opened a department store with a good location and many people coming and going every day, but his business has been sluggish.It has been open for two or three years, and the store is always deserted.Looking at the pedestrians coming and going, Emerd was very depressed. After a long period of observation, Emerd finally discovered such a rule: the majority of people who visit the company are women, accounting for almost 80%. Occasionally, men come to the store, and most of them are shopping with their wives, and rarely buy things alone.The more he thought about it, the more he felt that there was a problem with his business direction.Thinking of the law that Jews like to do women's business, he can't help but blame himself: women are the real consumers, but he focuses on the unprofitable business, which is not getting farther and farther away from making money. ?So Emerd decisively decided to limit the business objects of his department store to women.

This time, he used up all the business area and put women's items on it.However, the shrewd Emerd came up with a clever trick this time: he divided the normal business hours into two. During the day, he displayed clothes, underwear, practical clothing, handicrafts, kitchen supplies and other practical goods that housewives are interested in; changed into a fashion store, bringing a youthful vibe to the store to cater to those young women.In this way, women with different needs are covered by his business policy. Especially for young and fashionable girls, it can be said that Emerd has tried his best to display many kinds of socks that girls like, underwear, miniskirts, mini products, perfumes, etc. are all selected by young people. Styles and patterns are received.He tries his best to satisfy all young women's likes, needs, and commodities that can arouse their desire to buy, and put them in a conspicuous position on the counter.He even boasted to others, "Here, I have everything that young girls like."

The most amazing thing is that he imported the most popular styles from the United States, and made a clever promotion: "This store has the most popular new women's underwear in the world, so you can wear it youthfully and beautifully." It didn't take long for Emma's store to have The news of the most popular underwear in the world spread like wildfire, and many women really rushed to buy it like the wind.People were puzzled and asked for advice. Emerd laughed: "Actually, I just made these underwear more sexy!" Emerd's store became a place frequented by women, and soon its distribution points had reached more than 100, earning a lot of money from women.

What this case tells you is that as long as you grasp the consumer psychology of customers, choose the products they like to operate, and try to make your products stand out among similar products, you can attract more customers and earn more. money.But you first need to identify which customers are more likely to shell out their money.Generally speaking, rich men and women have the best money.For example, shrewd Jews know very well the methods and principles of making money. They know that most of the wealth is in the hands of the rich. If they want to make money, they must find ways to make money from the rich. In short, you must pay attention to the method of making money, know where a lot of wealth is gathered, and know where to focus on making profits, so that you can earn the most money in the shortest time.In terms of sales, this is a method that entrepreneurs should master, and it is a principle worth admiring. How to ensure timely and accurate inventory is a big problem that plagues business managers, and it is also a problem that entrepreneurs engaged in the sales industry need to deal with carefully.Because the accuracy of the inventory is very important for the enterprise to arrange the production plan and purchase plan, if you are not careful, the inventory quantity may be inaccurate, causing the enterprise to fall into the "three-thirds" of no material production in the production line, no material to be delivered in the warehouse, and no material to sell in sales. No" situation.Moreover, due to large inventory, frequent sending and receiving, measurement errors, natural wear and tear, etc., the inventory quantity may not match the book quantity. Therefore, in order to ensure the accuracy of the inventory data and avoid discrepancies between the accounts, we need to carry out inventory checks, find out the reasons and adjust the book numbers to make the accounts consistent.It is necessary for the enterprise to carry out stocktaking on a regular basis. For general enterprises, it may take stock every six months or once a year.But this big job is a must no matter how often you take stock.Because inventory counting is the only way to obtain the correct gross profit of the department, the quality of inventory counting has a very important impact on the evaluation of operating performance over a period of time.It is also an assessment of business performance within a certain period of time. It must be accurate and true. Any untrue factors will mislead future business decisions. In the past, inventory results recorded manually were prone to errors.With the computer operating system, this work is much easier. The computer operating system can automatically generate an inventory list and an inventory difference report according to the selected storage location, and complete the adjustment work during inventory.But even so, entrepreneurs should not take it lightly, and must treat it meticulously and carefully. Informatization realizes real-time monitoring of inventory Brothers Huang Guangyu and Huang Junqin founded Gome Electric Appliances in 1987. In 1988, Huang Junqin used his self-taught computer knowledge to write a computer program for the only three or four stores at that time. Both are rare in the market. In 1993, the two brothers separated. Huang Junqin founded the New Henderson Group and began to expand rapidly in the real estate industry with a rare low-key. Gome continued to make rapid progress in the field of home appliance chains under the hands of Huang Guangyu.As early as 2000, Gome's decision-makers began to have the idea of ​​implementing information management. At that time, they used an ordinary financial software.However, with the rapid expansion of Gome, this system software, which can only meet the needs of general department stores, soon became "powerless". There is no doubt about the importance of stocktaking. At that time, Gome had more than 100 branches across the country. Every time an inventory was taken, it was necessary to call from the headquarters to the branch, and then the branch to the store. Report to headquarters.Although time-consuming and labor-intensive, the procedure is scrupulously executed. As a special industry separated from department stores, home appliances are far from department stores in many respects.In terms of sales methods, department stores generally adopt on-the-spot sales and online sales, while home appliance retail chains are more flexible. In addition to the sales methods of department stores, there are also deposit sales, arrears sales, reservation sales and telephone sales. Sales; in terms of pick-up methods, department stores only have counter pick-up, while home appliance retail chain enterprises can also pick up goods from inner warehouses, outer warehouses, supplier warehouses, manufacturer warehouses, customer pick-up or company-delivered goods; in the sales process , Department stores must complete invoicing, settlement, and delivery at one time, while home appliance retail chain enterprises are more complicated. It includes invoicing, settlement, delivery, logistics, and after-sales service. Each step will generate corresponding accounts. These are manifested as document flow, capital flow, logistics and service flow.These all need to be displayed clearly and clearly. Although these processes are cumbersome, there is no doubt that every step must be done, which is really time-consuming and labor-intensive work.After many choices, Gome used the information software supply chain system.The management of Gome believes that the money should be used wisely, and the use of information-based software systems has optimized the workflow, business processes, logistics processes, and service processes between the group-branches-stores from a management perspective. , as well as the accounting system and document circulation link; in terms of direct application effects, it streamlines and improves the speed and efficiency from sales billing, delivery, delivery, installation, maintenance, to purchase and settlement.Gome now conducts a weekly small inventory and a monthly large inventory, and the data inventory and physical inventory must be aligned.Under this meticulous inventory system, the management's understanding of inventory can basically be said to be real-time monitoring. For a large chain, it is very important to have a clear idea of ​​the inventory quantities in each store.If you see that a certain product is unsalable, you can consider whether to withdraw from the cabinet; if you see that a certain product is hot, you can consider replenishing it.There is a standard for the inventory of different commodities. When the inventory of a certain commodity is lower than a certain percentage, it should be replenished immediately.The same applies to entrepreneurs running small businesses.Regardless of whether you are in production or sales, it is best to be able to understand the situation of your products in real time, and on this basis, you can make real-time adjustments. This is an era of competition, and it is difficult to find a field where there is no competition.Having competition means that you are in danger of being defeated by your opponent. Once your pace slows down, others will overtake you, and you will be at a disadvantage. By the time you discover this disadvantage, it is too late to remedy it.So at the very beginning of starting a business, entrepreneurs need to know which opponents will be eyeing you and how you should deal with it. For example, for a retail entrepreneur, sufficient supply of goods is the basis for guaranteeing sales. Things that disappoint customers, especially the products that are highlighted, may end up deceiving customers.Especially during Chinese New Year and holidays, when you are preparing your own products, don’t forget that there are a large group of competitors watching closely behind. If you are not careful, you will ignore the manufacturer, and all the good products will go to other people’s homes in a blink of an eye.At this time, what kind of sales are you still doing, and all the customers have run away. Therefore, in the face of the ever-changing market and the eye-catching rivals, whether an enterprise can respond quickly has become a key factor that determines success or even survival.It is not an easy task to defeat all competitors. On the basis of focusing on the weak points of the opponents, we must make ourselves better.Make yourself stand out from your opponents, form a sharp contrast and competitive strength, and your business will be considered a partial victory. Of course, seeing others eyeing you is also positive, because the other party can force you to improve. In the competition with the other party, you and your company can grow better and faster. Treat opponents as "whetstones" Zhou Hongyi is a programmer. When he wanted to start 3721, he faced two powerful competitors at the beginning. "At that time, we had a very big competitor in the United States, which was supported by Microsoft, and the company was called realname; at that time, we also had a competitor of a certain organization in China, which often claimed to be the government." Zhou Hongyi recalled, "At that time The CEO hired by me told me that if you don’t cooperate with this foreign company, you will die; then two days later, he told me that if you don’t cooperate with this government agency, you will die too I said that if I was going to die anyway, let me die now. Later, the CEO left the company. Fortunately, he left the company, because later my two competitors joined forces. I think if my CEO stays In the company, he might be scared to death. But in fact, I feel that our competitors have given us a lot of help. I am very happy to have a competitor, which means that finally someone agrees with my philosophy, and finally someone follows me. I do the same thing. I feel like a competitor is like a whetstone, it can sharpen me very sharply, and then I just pick up a knife and chop off the competitor.” Just like the opponents, investors are also "sharpening stones". When 3721 first started its business, the most difficult thing for Zhou Hongyi was that everyone, especially technical experts, felt that this model was too simple and worthless. "They felt that the Internet should be used in a very technical way, so almost everyone doubted our value at that time. The more painful part is that I was born as a technician, so I will explain the technology in great detail. But It is difficult for me to communicate with these investors, because I have been unable to explain what I do. So my earliest investor, IDG, has not figured out what it is after two years of investing in us. He always thought we were We are working on a search engine, but we did not make it clear to investors until the end that we had a big dream and wanted to add a new standard to the Internet.” Encountering competitors is something almost every entrepreneur has to go through.In market competition, many companies regard their competitors as enemies, and there is a tendency of "either you die or I die".Its performance is that everyone does not care about the cost, and in the end excessive competition is formed, and no one has a good life.In fact, it is not necessary. We have seen a very interesting phenomenon: where there is KFC, there is basically McDonald's. They are in a competitive relationship. However, we have not seen when KFC launched any "battle" to wipe out McDonald's. On the contrary, they promote each other's progress in competition with each other, and jointly cultivate the market.A similar situation also occurs in Coca-Cola and Pepsi. They regard each other as major competitors, but the two companies never engage in vicious competition, and even the promotion activities are often intentionally staggered, but both are developing very well. Just because you're not fighting your competition doesn't mean you can ignore it.Instead, you must be aware of their situation.So, how can we have a clear and comprehensive understanding of our opponents?Very simple, do market research. In today's society where economic competition is intensifying, the competition in the same industry is even more intense.In order to gain an in-depth understanding of the market, customers, consumption habits, and the overall size of the industry, it is necessary to conduct in-depth market research, and conduct research and analysis on the basis of scientific planning and systematic and effective market research, in order to touch the real market. pulse.Market research and analysis includes four major research fields: consumer research, brand research, evaluation research, and product and marketing research, mainly including: consumer behavior and attitude, market status, market share and competitor structure, customer satisfaction, brand image , brand value, product distribution channels and sales behavior, advertising effect testing and other market research.A good company must have a good market research department to assist in product development and sales. They use qualitative and quantitative analysis to scout and evaluate their own products and those of their peers.Quantitative research is usually descriptive research, which can be first-hand information or second-hand information, and is often completed by census, sample survey, and experimental methods.Qualitative research is often implemented through interviews and interviews. Today, market research has touched the lives of many people and is changing the competitive thinking of businesses.Market research is no longer a simple formal behavior, but has become a means of marketing innovation and an internal force of reform.Only the combination of the enterprise's internal investigation and the external market investigation can ensure that the enterprise will not be eliminated in the torrent of fierce competition and will not be eaten by the eyeing rivals. Entrepreneurship is a difficult process, but after the establishment of an enterprise, the important problem it faces is not how to establish a set of strict rules and regulations, but how to make a profit, how to survive, and how to obtain its own unique competitive advantage.This "unique competitive advantage" is often achieved by creating its own brand, because it is just a lock that closely connects consumers. However, many entrepreneurs often have a misunderstanding, thinking that creating a brand is a matter for large companies. For small and medium-sized enterprises, they only want to sell, and they cannot consider branding in the short term.In fact, SMEs can also create their own brands.By the end of 1998, China had more than 7 million small and medium-sized enterprises, most of which were mainly engaged in processing, trade and service industries. They generally lacked overall competitive advantages and talent advantages, as well as systematic long-term strategies and a unified and independent policy system.Judging from their brands, most of them are in the cultivation stage, with low popularity and awareness, lack of personalized brand image positioning, generally have not formed recognition, and have failed to form real brand assets.This situation is very unfavorable for the development of enterprises.For a product and an enterprise, symbols can show more power.In order to make the enterprise bigger and stronger, the brand is very necessary. But when a new brand starts its business, there is no money to advertise, no money to invite marketing experts, or even no money to hold a large-scale investment promotion conference.While building your own brand is not easy, it is by no means impossible. For small or new brands, funds are limited, strength is limited, opportunities are limited, especially the time to seize opportunities is even more limited, under such circumstances, less is better, more is not good.The most suitable brand recognition must first have a good name, and then have its own program. Marlboro western cowboys represent the spirit of freedom; Red Eagle V represents eternal victory; NIKE's "checkmark" represents rebellious psychology; and Coca-Cola The red color represents vitality.They communicate with consumers on a spiritual level through various symbols of vision, sound, language and color, and create a unique "imaginative space" for consumers when purchasing and consuming, and have achieved these great achievements. The brand, you can also learn from. A brand built with high quality It seems impossible to start an industry with only 60,000 yuan, and to target the high-end market. However, Haata Doors and Windows has made this impossible possible. After the stock market was choked, Li Linsheng decided to go into business.He had a group of friends who worked in home improvement and encouraged him to join the industry.After thinking about it, Li Linsheng decided to do home decoration.During the renovation process, he discovered that a new type of door and window material in foreign markets—plastic steel doors and windows began to appear in the Shenzhen market.This kind of plastic-steel doors and windows with heat insulation, sound insulation, waterproof and moisture-proof, and no electricity transmission is favored by some high-level customers, and has become a trend of home decoration fashion.But the situation at that time was that only one well-known state-owned large company in Shenzhen was making this kind of doors and windows, and its products were single and expensive, and customers could only accept its products, and many individual requirements could not be met at all.This made Li Linsheng's eyes shine. The products in short supply, the current situation of customer dissatisfaction, and the good development prospects all contain huge business opportunities, which are rare development opportunities.So he decided to make a bold transformation and produce plastic steel doors and windows. At that time, the price of raw materials for plastic-steel doors and windows was relatively high, and the process requirements were also relatively high. Compared with traditional doors and windows, the price of the product was also relatively high.Generally speaking, only rich people can afford such doors and windows.This determines that only famous brand products and brand products can occupy the market.Moreover, establishing a real brand is also the premise and basis for sales outsourcing. So, how did Hayata establish its own brand?Hayata's brand is based on direct sales in the Shenzhen market.The building materials industry has its own particularities, and the brand effect has a strong professionalism. Simple advertising investment cannot really establish a real brand, and can only rely on real quality.Hayata's products are 1-2 prices higher than the general similar products. How to win customers?Not afraid of not knowing the goods, but afraid of comparing goods, Hayata put his products together with other people's things, and compared them in terms of thickness, strength, appearance, glossy effect, sound insulation effect, heat insulation effect and accessories, etc., and compared his own products. High-quality display to customers.Let customers understand why Hayata's products are good and where they are good. At the same time, Li Linsheng positioned Haata's doors and windows at a higher level, and the target group was targeted at those who got rich first. Generally, he only made private orders for villas and families, and he never accepted large orders with large quantities and low prices.Even when plastic-steel doors and windows became popular and the market competition became increasingly fierce, he focused on making only high-quality products. High quality brings high yield.Soon, Zaota developed from the initial store of 20 square meters to four directly-operated stores with an annual sales income of nearly 5 million yuan, becoming a well-known local brand. For small-capital entrepreneurship, it is almost impossible to create a nationally well-known brand from the very beginning.It is better to improve the quality of products in a down-to-earth manner, first of all to be well-known in the local area and become a well-known local brand, and then expand the popularity after the capital and strength grow.In this process, quality and reputation are undoubtedly the most important. In fact, the most effective, most productive, and fastest way to build a brand is to create a new product category and make your own brand the first brand in a brand new category. "No competition is the best competition", once you become the first in a new category, in fact, you have no competitors in this category.Like Bundy, the first adhesive tape; Coca-Cola, the first carbonated drink; Xerox, the first plain paper copier, and so on.These brands were built by creating the perception that they were number one in a new category. However, most of us are unlikely to have the opportunity to become a pioneer in an industry.At this time, you can take a look at the following case: Qipai Menswear is a menswear brand that has been in business for many years. The market Qipai faced at that time was also full of strong brands. Suits include Shanshan and Youngor; casual jackets include Septwolves and Rimba; sportswear Casual wear has Bonwe, Giordano and so on.In an industry full of predatory brands, how can a weak old brand create miracles?Qipai’s analysis is as follows: what should consumers wear at important moments?Can you create a new category of clothing that is different from suits, jackets, and tunics, and can be worn on important occasions?That is Qipai Zhonghua stand collar.Just stand up the collar of the Chinese tunic suit and make the clothing style more fashionable, creating a brand new category of men's clothing: Chinese stand-up collar.After it went public, the sales of Zhonghua stand-up collar became crazy, and it soon became a new clothing category, and the brand of Qipai also started.