Chapter 12 10

The word "marketing" emphasizes the pursuit of results as well as the process, both "sales" and "marketing". Site briefing "Win in China" Season 2 Business Practical Episode 5, judges: Niu Gensheng, Zhu Xinli, Ma Yun. Red team members: No. 2 Mou Wenjian, No. 3 Li Shuwen, No. 5 Xia Ni Blue team members: No. 4 Zhang Hua, No. 8 Feng Zhigang, No. 7 Dou Dahai Commercial War Mission: The task of this competition is to sell Huiyuan Company's high-end brand of children's beverage - Bailiwa.This competition is a complete marketing process. In addition to analyzing target consumers, selecting products and setting prices, contestants also need to adjust strategies in time according to competitors and control inventory.The judges should inspect the organization and teamwork of the whole event. The cash income of each team's sales minus the inventory is the team's sales income.In the end, the jury will make a comprehensive judgment based on the process and results to decide the winner or loser.Each team has an activity fund of 500 yuan.

Jack Ma Comments I think there are several reasons for keeping the red team.You keep explaining marketing, what is marketing?What is a pin?You have determined your strategic thinking on the first day, "sales" is far greater than "basket", and you are result-oriented.You all know that Huiyuan will not rely on you to sell 250 boxes of drinks to make a lot of money. Huiyuan Zhu always hopes to have a certain influence through this activity.But during the whole event, I saw you busy transporting, moving, and transporting goods, and on the blue team side, I saw Spider-Man flying around. They communicated constantly during the "camp", and afterwards Customers' understanding of Huiyuan's products far exceeds yours.So I think, the word "marketing" emphasizes not only the pursuit of results, but also the process, not only "sales", but also "marketing".Business must be an art. You can do this or that, but you can't go to extremes.For example, you need obedient employees as well as competent employees. Obedient but incompetent employees cannot be used, but competent and disobedient employees are also useless.It is best for employees to be obedient and capable, so our marketing must have both influence and results.

Player profile Zhou Yu, male, born in 1971, technical secondary school major in instrument maintenance. entries The women's community chain stores subdivide women's products and open a large number of chain stores. Site briefing "Win in China" Season 1 Promotion Chapter 7, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Ma Yun: Zhou Yu, after graduation, what is your work experience up to now? Zhou Yu: My first job was as a worker in a state-owned enterprise, my second job was as a sales lecturer in a Sino-US joint venture, and my third job is to start my own business now. It has been 9 years.

Jack Ma: What kind of company is it?What product? Zhou Yu: Make women's products, bust bottoms. Jack Ma: Why did you choose women's products? How did you come up with it? Zhou Yu: I first started my business to sell cosmetics. This is the first reason. The second is because others say that it is easier to earn women’s money and children’s money. The third point is that at the end of 1997, I learned that women The bust industry is in the introduction period and is about to enter the growth period, so I invested in this industry. Jack Ma: What is the profitability of your company in the past 9 years?

Zhou Yu: About 4.5 million. Jack Ma: 4.5 million last year?Is it sales of 4.5 million? Zhou Yu: It is net profit.The repayment is 30 million. Jack Ma: What about the year before last? Zhou Yu: It was around 4 million the year before last. Ma Yun: How much is the repayment? Zhou Yu: About 27 million. Jack Ma: You are pretty good at math. Zhou Yu: Not as good as my Chinese. Jack Ma Comments Zhou Yu, I think you are very real.My suggestion to you is that you should open fewer stores in the future and open good stores. The store is not about the number of stores, but about the number of stores.You need to invite some excellent management talents to help you manage, for example, a better financial talent.I don't know much about finance either, but I hired a really good CFO (Chief Financial Officer) to help me.Be sure to build a good team.

Mr. Xiong asked you to open more stores, because he is doing investment, and I am doing operation and management.From the perspective of operation management, if you open fewer stores and open better stores, one day you will be able to open more stores. A man's mind is magnified by grievances. You will be happier if you have more grievances and less temper. Player profile Pan Cheng, male, born in 1970, bachelor degree, major in optoelectronic technology. entries The production of hard disk video recorders realizes four functions: recording and playback of TV programs, editing and management of photos, management of data captured by DV and AV cameras, and home monitoring.

Site briefing The first round of "Win in China" advances to the eighth round of the season. Judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Ma Yun: When I saw you introduced on TV, you lived a life of swords and swords.What's going on? Pan Cheng: That's what CCTV said. Ma Yun: How do you feel about your life ahead? Pan Cheng: Entrepreneurship poses a great challenge to me.In the early stage of starting a business, we should develop our own strengths. For example, I am aggressive, I can do technology, and I can also do marketing, so I can develop my strengths.After reaching a certain level, only the strengths are not enough, and there are weaknesses.

Jack Ma: Where are your weaknesses? Pan Cheng: I think my expressive ability still needs to be improved.My performance on CCTV today is already very good. It was impossible for me to do this many years ago.I am constantly learning to change myself. The second sentence of the purpose of "Win in China" program is "Entrepreneurship changes destiny", I want to change it, "Entrepreneurship changes oneself", I have been learning continuously during my years of entrepreneurship, for example, learning how to express my thoughts . Jack Ma: I think so. Your expressive ability is quite good, and you can tell stories.

Pan Cheng: Thank you, Mr. Ma. Ma Yun: The most important thing in storytelling is to let people imagine. Jack Ma: You said you don’t think about things fifty years from now, but I think you need to think about things five years from now. Five years from now, if you meet Wu Ying, or Tie Ying, how can you compete with these people? He has R&D, production and sales systems. If he is optimistic about your project, he is likely to do it himself. His money Also more than you. Pan Cheng: I'm sorry, but I really didn't think about things after 5 years.We expect that by the time of the 2008 Olympic Games, our sales will explode.

Jack Ma Comments Pan Cheng, you have won, but there are still shortcomings.In my opinion, happiness is not a concept, and a concept will never be the core competitiveness of an enterprise.Any entrepreneur should always show his smiling face. Your face looks painful. It is hard to imagine that a painful face can bring happiness to people.So happiness needs to be shown, and you have to show your own happiness.In addition, I mentioned losing my temper just now. In fact, a man's mind is magnified by grievances. You will be happier if you have more grievances and less temper. There are values, but no business is called little white rabbits. If a company has too many little white rabbits, it will be a disaster.

Site briefing "Win in China" Season 2 Business Practical Chapter 4, judges: Niu Gensheng, Zhu Xinli, Ma Yun. Red team members: No. 2 Mou Wenjian, No. 8 Feng Zhigang, No. 10 Li Haiyong, No. 4 Zhang Hua Blue team members: No. 3 Li Shuwen, No. 5 Xia Ni, No. 7 Dou Dahai Commercial War Mission The task of the competition is to sell two CDMA handheld stock market products in the form of promotion in China Unicom's business hall. Players must find enough target customers within a limited time and carry out business promotion within the specified time. Each team has 5,000 yuan. For the event funds, you need to understand and publicize the concept of China Unicom’s CDMA mobile phone stock trading business and service, and investigate the organization efficiency and implementation effect of the contestants’ on-site promotion activities. It depends on the efficiency of the players' activity funds. Jack Ma Comments Zhang Hua, the aquatic products you make yourself have a good concept and good technology, but if you follow your sales method, when will you be able to sell them?When everyone succeeds, you're still dead on the beach.Remember what Shi Yuzhu said, marketing is not just marketing in terms of ideas, it is more important to finish the job. If you can’t sell the product and get the money back, your employees will starve and your company will close. , No matter how good the idea is, it can only be written in a book. The competition is getting more and more difficult now, and it is uncomfortable for anyone to leave, but there is no way, this is the rule of "winning in China".What I am most dissatisfied with the two of you (Zhang Hua, Li Haiyong) is that you both fell twice in the same place from the last match to this match.You don't pay attention to results and talk too much about ideas.Therefore, Zhang Hua must remember that in marketing and marketing, in addition to "marketing", there is also "sales", and the result of "sales" is numbers.No numbers, no results, all marketing is false. The same is true for Lee Hae-yong, one must have the courage to bear mistakes, but one should not take all the mistakes on oneself.As I said last time, there are values, but no business is called little white rabbits. If a company has too many little white rabbits, it will be a disaster.If a few little white rabbits are not exterminated, the company will not move forward and will not make progress.So you have to constantly reflect on these few games, you have won the respect of many people, and many people like you.You don't seem to have made any major mistakes, but everyone can't tell you what you have contributed to everyone, and you have really done your best.In fact, in the commercial activities of this society, there is no shortage of dedicated people, but people who really take a step forward and can turn the situation around for the entire team at critical moments.Therefore, Zhang Hua and Li Haiyong should seriously consider their own shortcomings. Whether it is a little white rabbit or No. 4 (Zhang Hua) is always stable, I reminded you last time that the strategy lies in key breakthroughs. Integrity is definitely not a kind of sales, nor is it a kind of high-level and empty concept. It is a real word and every detail. Player profile Hu Bo, male, born in 1980, college degree, major in marketing. entries The credit service network establishes the credit files of enterprises and merchants, and establishes its own information center through national information resources to help customers find customers. At the same time, it conducts trade matching based on this information, so that offline services can be extended to every merchant. Site briefing "Win in China" Season 1 Promotion Chapter 7, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Ma Yun: What is the main purpose of your business?Be a millionaire, or what? Hu Bo: Through more than two years of entrepreneurship, I now have a stronger sense of mission and responsibility. My entrepreneurship should be valuable to society, and at the same time, I can realize my dreams and help more people arouse the awareness of integrity. Ma Yun: You told everyone before that you first want to be a millionaire, and now you have a sense of mission. What is the connection between them? Hu Bo: There is a connection.In the past few years, I have been doing marketing in Ningxia, and it is really not easy.Bai Yansong once said "pain and happiness", and I have a deep understanding of this.Because for me, starting a business in Ningxia does not require professional skills, but my own courage and passion. At the same time, I can make customers feel the value of all of us and help others do something. Jack Ma Comments Hu Bo, I think you should not be angry when you hear this, because sometimes it is not for this game, people are in the game all their lives.If you are my employee, you will definitely be fired by me.There are many reasons for this, one of which is what Xiong Xiaoge said just now, you came to the company to raise funds, but you did not get the approval of the company's senior management at all.Of course, you explained that it was to show yourself. If this is the case, I will agree with you. If you represent the company to raise funds, I will definitely fire you based on your performance just a few minutes ago. Another point is that honesty is definitely not a kind of sales, nor is it a high-level and empty concept. for the concept.So before you come here, you have to understand what you want to do and what you want to get. Of course, sometimes it’s good to want to be a millionaire or billionaire.Integrity is truth.You said that the first pot of gold is 15,000 RMB, I think this is true; it is also true to want to be a millionaire or billionaire, but don’t add a layer of things that people can’t hear or explain clearly.A lot of your data is messy. If it is true that there are 1.4 million paying customers out of 2 million members, your company may be the most competitive Internet company in the world.You have to figure out this data, based on 580 yuan, that is more than 800 million yuan.I still appreciate that there are still many real things in you, and you are constantly striving and working hard.But it needs to be a little more practical to really make this thing bigger.