Chapter 8 6

A good thing is often unclear, and what is clearly stated is often not a good thing. Player profile Ren Chunlei, male, born in 1973, junior college major in computer and application. entries Start the Internet, providing Chinese people with an online interactive education platform for learning basic computer knowledge, IT special skills, and digital electronic knowledge, and it is also a marketing platform for IT companies. Site briefing "Win in China" Season 1 Promotion Chapter 2, judges: Xiong Xiaoge, Wu Ying, Ma Yun live playback Ma Yun: What exactly do you teach customers?

Ren Chunlei: It is a website that popularizes all kinds of IT knowledge. Its foundation is to speed up the website, which is converted into a speedup website, and the foundation is to open the opportunity software. Jack Ma: Why doesn't a company like Lenovo do it by itself? Ren Chunlei: Everyone's positioning is different. Computer popularization software product is actually not a very rare product. When our company produced this product in 2000, there were already 20 or 30 similar products in front of us, but we are When I was doing market operations, I remembered that I made two points to the company.The first point is excitement. One of the reasons for my excitement is that the market demand is quite huge. My understanding of the market is this. For example, a circle is drawn in the middle. This circle is equivalent to all the people in China who understand computers. This number is absolutely worthwhile. It is very large, and the relative value is very large, so the center of this circle is the focus of all high-tech fields of IT. The closer to the center of the circle, the greater the pressure of competition, and the periphery of the circle is computer blind. Entering the circle, at this bottleneck stage is learning At the critical stage, competition in this field is relatively loose.

Facts have proved that our software has gradually increased from 130 yuan to 698 yuan, which is a success.For a computer illiterate, when choosing software, in fact, more people choose genuine ones, and those who are already familiar with computers choose more pirated ones. This is a point.Our software sales are still very good. Ma Yun: I understand. I am speaking more directly. I think that your software is not particularly difficult to make now. Let’s say that companies like Lenovo are unwilling to do it, or they can’t do it, or they are persistent in doing it. You sold it for 698 yuan. .

Ren Chunlei: This problem does exist. When we were selling software, the original software cost two to three hundred yuan. As an IT seller, it was originally said to be a high-end porter, and the profit was very low. For software, the development cost and future production The cost is very low and the profit is relatively high. Ma Yun: You have increased from 138 yuan to 698 yuan. What new things have you added to customers? Ren Chunlei: The so-called 698 is not the boot software itself, the boot software has increased from 130 to 160. Ma Yun: Why is the increase? Is it to make people bear more advertising costs?

Ren Chunlei: We have raised it to 130, and there is not much difference between 160. We provide a value-added service. We have added some additional software such as games and toolboxes. This is how we increase. Ren Chunlei: There are still 698 issues. In fact, we have made several changes in our marketing model. The first time we came out to hold a regional conference when the software came out, but the sales situation was not very ideal. We Follow-up brand, people don’t recognize our brand. At the beginning of 2001, we proposed a point called jumping out of software to make software, because software is a commodity when it is sold, and it is only software when it is developed and applied. According to The attributes of the product are used to sell it, so we jump out, use direct sales for the third time, and use TV shopping for the fourth time. If the price is too low to support the cost of TV media, we include three software in the 698 yuan, one is boot Knowing software, one is Flash animation design, and Oriental anti-virus software, the three together cost 698 yuan.

Ma Yun: Is it because customers need to add Flash games? Ren Chunlei: Antivirus is needed by computer beginners, and many people need to start the machine. We package it, and we don’t force users to buy 698. We have 399. Flash can be selected separately. Ma Yun: When your company was first established, you posted advertisements on TV, newspapers, and in many places. Who gave you the money? Did you collect the money yourself, and you paid back the money invested by others?How much is it? Ren Chunlei: This amount adds up to a huge amount. It is a rolling development, not a one-time investment. In the middle of 2000, it was also the most difficult time for our company to operate. We explored various marketing methods but failed. , and finally our direct selling method worked.This method is very simple. We did the first market test in Zhengzhou. We booked a room in a hotel in Zhengzhou with local calls. The advertising cost was 1,200 yuan. When the advertisement came out the next day, our order amount was more than 3,000 yuan. We took back more than 1,000 yuan in cash, and it was 1,200 yuan when we called on Thursday. After two weeks, we completed a turnover of 16,000 yuan. We will continue to use this method in the second week. In the third week, we will consider re-measurement in Xi’an, Jinan and Shenyang. market.

Ma Yun: Your income is more than 60 million yuan, which means you are still losing money.You said that your income is more than 60 million, but this company is still losing money? Ren Chunlei: There is no loss, but there is profit. Any branch company is profitable and has no loss. Jack Ma Comments Contestant No. 8 (Ren Chunlei), Mr. Wu was very right just now. You didn't perform well today, but I still think your result is very good.Sometimes it's like I just learned how to play with Wu Zonggang. It looks ugly. It's true that I hit quite a distance, but the effect is very good.Another one, if you come to participate in the competition today, don’t bring your manuscript. If you want us to go out to give a speech in the future, you will definitely read it if you bring it with you, and it will definitely affect you.So I don’t think you should worry. I think a good thing is often unclear, and what is clearly stated is often not a good thing.I think you have the passion of an entrepreneur. In my opinion, your business is a marketing network and a marketing model. You stand up in times of crisis, and you are always the most beautiful.

If you have read a lot of books, don't tell others. If you tell others, others will keep testing you. Player profile Wang Zhengjuan, female, born in 1966, bachelor degree. entries Love Seebekang is a chain of services for young people with myopia and amblyopia.Self-produced, patented product, has more than 300 terminal points, and is the only approved therapeutic product in the country. Site briefing "Win in China" Season 2 Promotion Chapter 4, judges: Xiong Xiaoge, Shi Yuzhu, Ma Yun live playback Wang Zhengjuan: It turns out that the pharmaceutical factory was established for more than ten years. There are only two in China, one in Wuhan and ours. We used to belong to a collective enterprise. The products are very good, but they have not been developed.

Jack Ma: You mean us, who are we? Wang Zhengjuan: We are our current product. Ma Yun: Registered in 2002, or in 2004? Wang Zhengjuan: It used to be a collective, but later the company was restructured and we bought it. Ma Yun: Let me ask a question. You just said that the market occupies one-thousandth of the market. What kind of market does this market refer to?You talked about a lot of things, there are 400 million people suffering from myopia, 1/1000 of 400 million, or is it currently used by everyone? Wang Zhengjuan: 400 million people.Our first year we sold less than 10,000 units, last year we sold 30,000 units.

Ma Yun: I am not very good at arithmetic, is one thousandth of 400 million equal to 30,000 units? From 2000 to now, you have founded the government-enterprise management consulting as a manager. What new things do you have in management? Wang Zhengjuan: I have done a good job in China Life Insurance. I serve small and medium-sized enterprises and are considered friends, because they lack training, and enterprises have no training at all. My consultation is very practical. Jack Ma: What do you train for? Wang Zhengjuan: Training the team, including some sales, including some leadership aspects.In the 6 years, I have been in contact with domestic and foreign countries, and we have one or two months of training time every year.

Jack Ma: Can you explain to me the scientific principles of TCM magnetic therapy in half a minute?What principle can correct myopia? Wang Zhengjuan: It produces infrared rays, provides nutrients to the deep tissues of the eyes, promotes blood circulation, and achieves the purpose of healing. Ma Yun: Which judges in Shandong selected you into 108? Wang Zhengjuan: Zhao Yongliang. Jack Ma: What does he do? Wang Zhengjuan: From Inner Mongolia. Jack Ma: Did you know each other before? Wang Zhengjuan: I don't know. Jack Ma Comments No. 14 (Wang Zhengjuan) You are very kind and determined.Your problem is not with your project, it's with dealing with people.First, when it comes to numbers, there must be very rigorous logic and very solid numbers. If your numbers are reported as one-thousandth, 5 million, or 8 million, they may all be correct.But it gave us the feeling that after asking two or three times, you didn't continue.The second suggestion to you may be wrong, but I want to say, if I were you, I should forget about being the general manager of management consulting, forget about all these things, and reduce myself to a team leader in my opinion today , it is better to forget about the general manager and start from scratch.Your kindness, your determination, your projects are all fine, but if you take these too big, the farther you go, the bigger you think, the faster you fall.Another question, I want to talk about one thing, you said that you read an hour of books every day, if you read a lot of books, don't tell others, because if you tell others, others will keep testing you.I went to visit Jin Yong's house, the room was full of books, I said, do you read it?Look.When drinking in the evening, I asked him about World War II, and he spoke very well.Talking about the Australian army, I said that you have read so many books, but he said that I read too few books, almost no books.Sometimes it’s okay to hide your strengths and expose your weaknesses. This is my suggestion. Player profile Zhang Weiyong, male, MBA. entries Production and sales of induction sanitary ware, while providing customers with professional water-saving solutions. Site briefing "Win in China" Season 2 Promotion Chapter 4, judges: Xiong Xiaoge, Shi Yuzhu, Ma Yun live playback Ma Yun: You started your business in 2000. Because you didn’t do too much market research, the first batch of products were destroyed. In 2003, you started a new company and lost money again.What market research did you do this time, and how did you do it? Zhang Weiyong: My market positioning is correct. Jack Ma: Positioning is different from market research. What I am asking is market research. Zhang Weiyong: I see how much stock there is in the market. My hometown is Shandong, and I am studying in Shanghai. I am familiar with these cities. I go to the building materials market directly, including Yiwu and Guangzhou. I first go to the building materials market to learn about distribution. Then I went to similar manufacturers to find out, most of them are in Wenzhou, there are also a few manufacturers in Guangzhou, and a few manufacturers in Shanghai. I went directly to the manufacturers to find out, and I did these two market researches. Ma Yun: Do you think this is more sufficient? Zhang Weiyong: Now I have come to the conclusion that I want to reposition my market positioning and product positioning, not purely as a sanitary ware. Ma Yun: Let me ask again, regarding the positioning, you said to save water in the toilet. Is there a standard for water saving in the toilet? Too little water may stink, and too much waste. Do you have this standard?Some toilets are very smelly and smelly and require a lot of water. Zhang Weiyong: There is a urinal flush in the male university dormitory, which is running water. Add a switch, turn it on and off, and install it to save water. Ma Yun: This is the case all over the world.I don’t know what the scientific basis is for installing such a thing in the student dormitory. I don’t understand it. What you said is 61.59 and your things become 11.09. ? Zhang Weiyong: I set it to 7 seconds, after 7 seconds it is a waste. Ma Yun: Why 7 seconds, why not 6 seconds, 9 seconds? Zhang Weiyong: The 6 seconds you mentioned is also possible. It depends on whether the toilet is long or short. Ma Yun: This makes sense, thank you. Jack Ma Comments Contestant No. 15 (Zhang Weiyong), you still have a long way to go, maybe you have to be mentally prepared, you may be repeatedly defeated, and you have to keep going.I hear you talking a bit like the secretary of the county party committee giving a situation report. It sounds all right, but I don't know how to do it.Your question doesn't sound unique, you're very defensive of your content and you're all right.What I said may be wrong, but I must be my true thoughts. I am not worried that it is wrong. This is what I think today.Therefore, if a project or an idea is not unique enough, it will be difficult to attract others. Your project will have a lot of competition, and I feel that I can’t find any mistakes in what you said, from the project to the plan, to all the logic of your speech just now. I feel that something must be wrong, this is my idea, go back and think about it. The most taboo thing about strategy is to be comprehensive. We must remember to make breakthroughs in key points. Only when all resources are broken through in one point can we win. Site briefing "Win in China" Season 2 Business Practical Chapter 3, Judges: Niu Gensheng, Zhu Xinli, Ma Yun Red team members: No. 3 Li Shuwen, No. 4 Zhang Hua, No. 10 Li Haiyong, No. 6 Chen Wei Blue team members: No. 8 Feng Zhigang, No. 2 Mou Wenjian, No. 5 Xia Ni, No. 7 Dou Dahai Commercial War Mission In the name of Acorn International, promote and sell Acorn International’s free brand, Homme Star V99, a digital learning machine, through the form of TV shopping, through the target consumers recruited by the project team. For the whole process of planning, filming, telemarketing, and after-sales service, each team has a budget of 2,000 yuan.This task requires an accurate understanding of the concept and service spirit of the TV shopping industry. In the advertisement, clearly express the product appeal. It also depends on your performance in telemarketing and after-sales service. Sales volume, customer satisfaction score and cost efficiency. Jack Ma Comments I think our red team this time is really like what Captain No. 4 (Zhang Hua) said just now. There is nothing wrong with the whole game. Everyone is very serious, the process is good, and the concept is well done. , but the result is a failure. Captain No. 4 (Zhang Hua), I think that in these few games of yours, especially as the captain, there is a problem that you have taken care of everything. In fact, the most taboo thing to do in strategy is to take everything into account. You must remember the key breakthroughs. It is possible to win only when resources are broken through at one point, and it is impossible to win anything if everything is comprehensive.So I would like to give you a suggestion, whether it is speaking or being the captain, you must understand where my starting point is and where my attacking point is. This is the real strategic element. ◎ I have no relationship and no money. I am getting up little by little. I believe that relationships are particularly unreliable. You can’t do business on the basis of relationships. value, stick with it.The most unreliable thing in this world is relationship. ◎ A good company can survive on blood transfusion, the key is to make blood by itself. ◎ The highest principle we follow: the first is "the only constant is change"; the second is "never make money as the first goal"; the third is "always earn fair and reasonable profits". ◎ We say that going public is like our gas station. Don’t just stop when you get to the gas station. You have to go and keep going. ◎ An important factor for Alibaba to get to where it is today is that we have no money, and many people fail because they are too rich.In the past, when we had no money, we carefully considered every penny we spent. Now that we have money, we still spend it as we did when we had no money, because the money I spend today is venture capital money, and we must be responsible for them. , I know that spending other people's money is more painful than spending your own money, so we have to do things well bit by bit, which is the most important thing. ◎ It is very easy for an enterprise to make money. This is my result, not my purpose.But whether the money you earn can continue to make money, whether you can continue to create value, influence society, and lead the entire e-commerce Internet, this is the most difficult thing in my opinion. What I want to challenge is these.Many people know how to make money. There are many people who can make money in the world, but there are not many people who can influence others and improve society. If you want to build a great company, you should do these things. ◎ Today, the probability of making a fortune online is not very high, but today's Internet can save everyone a lot of cost.