Chapter 14 12

Public relations is a by-product, because after you solve it, it will gradually spread, this is the best public relations. Player profile Liu Xiaolong, male, born in 1976, bachelor degree, major in management. entries Computer manufacturing sales items.With new patented products, it is a new patented desktop computer (barebone) product line without losing the advantages of traditional desktop computers for desktop computer users. Site briefing "Win in China" Season 1 Promotion Chapter 4, judges: Xiong Xiaoge, Wu Ying, Ma Yun. Jack Ma Comments I would like to give a suggestion to creatives, don't treat disasters as public relations, and don't think that quality problems can be reversed by telling the media.A quality problem is a quality problem. Only after the quality problem is resolved can we talk about public relations. Public relations are just a by-product.Because after you solve it, it will gradually spread. This is the best public relations, instead of holding a press conference to change the topic, admitting wrongly, and revising wrongly.Back then, Zhang Ruimin smashed the Haier refrigerator, but later, as a public relations incident, he not only smashed the refrigerator, but smashed it for everyone to see.Seeing this disaster, I said that I must solve this disaster, and the last thing I thought about was whether I could turn the disaster into an advantage.Don't say at the beginning that I want to turn this disaster into a good thing. If your mentality is like this, your employees will continue to create disasters in the future.PR is not the goal, solving problems is the most important problem.Second, I think that at this time, we are constantly thinking about improving ourselves. Sometimes internal public relations are more important than external public relations.Externally control other people's expectations of you, and internal public relations seize every opportunity to let employees understand that the main reason for the factory's growth is quality, and today it loses quality, so why does it still have market share.For an enterprise, the decline in profits is not a crisis. After the market matures, profits will definitely decline. The crisis is that he has lost his most precious and best thing - quality.These two suggestions, that is, don't treat disasters as public relations and improve yourself, and don't take quality problems as public relations to tell everyone that we are fine, then you will be in big trouble.

Player profile Chen Hongjiang, male, born in 1979, bachelor degree, major in finance. entries Network business project.The project has three goals, the first financial advice information.The second distribution platform provides better services for service providers.Third, the financial capital service strategy provides professional services for individuals and institutions. Site briefing "Win in China" Season 1 Promotion Chapter 8, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Ma Yun: I just heard you say Oren Buffett, what other outstanding investors do you have in mind?

Chen Hongjiang: One is Soros, and the other is Rogers. Jack Ma: What is your company's investment philosophy? Chen Hongjiang: Advocate the value of the company.It is to invest according to the concept of value, the company's finances, the company's growth, and the company's intrinsic value. Jack Ma: Is it the financial growth of your own company? Chen Hongjiang: It is the securities market, the financial growth value of listed companies. Jack Ma: I just heard from you that you set up this company to create value and save costs for customers. You think saving costs is important. I think earning money is more important than helping them save money. Small investors have no money to earn.

Chen Hongjiang: I think the two can be combined.In doing this, I found that there is one thing that small investors do not have the ability to control financial products.For a simple example, my aunt haggled for a long time to buy vegetables in the vegetable market. The so-called pension in the financial market, the savings are invested in this market, and the brokerage company charges a commission of three thousandths. After a year, they have to pay a lot of fees. First of all, it saves them costs. .Secondly, provide some professional knowledge through securities information, and provide better services online.

Ma Yun: You said that you made 1 million at the age of 24. What kind of stocks did you trade and how did you earn it? Chen Hongjiang: I speculate a lot on this stock, and I frequently make profits by using the financial statements of listed companies or the unique advantage of obtaining information. Jack Ma: Do you come to work frequently? Chen Hongjiang: I can get research reports on listed companies through my personal connections, and major fund companies have quite a lot of relationship with our company. Ma Yun: What does it mean to get a research report on a listed company through your personal connections? What does it mean?

Chen Hongjiang: When I graduated from university, I was just 23 years old. I worked in Hangzhou New Hope Investment Co., Ltd. that year.Coupled with the accumulation of experience in the past few years and the analysis of the company's financial intrinsic value, I can say that I can grasp some of the things inside. Ma Yun: You joined Hangzhou New Hope at the age of 23 or 24. The boss looked up to you. You went to visit the company. You were 24 years old and you made one million in stocks. At that time, you were still working in the company. What is the relationship? Chen Hongjiang: When I was 24 years old, I started working first, and after I was 24, I succeeded.

Jack Ma: You left New Hope at the age of 24? Chen Hongjiang: It was in 2003. Ma Yun: If Wu Ying was the CEO of a listed company, would you tell you insider information based on your 24-year-old youth? Chen Hongjiang: What I obtained were some large-scale research reports and financial reports. Jack Ma: Public financial reports? Chen Hongjiang: Public financial reports. Ma Yun: The last question, you, chief cultural officer, what exactly do you do at work? Chen Hongjiang: To be the chief cultural officer is our company's cultural norm - as big as the heart, the stage is as big as it is.

Jack Ma: Same as CCTV. Chen Hongjiang: As big as people's hearts are, they can go as far as they can go.Our company bundles the growth of employees with the growth of the enterprise. Employees can get a good stage here. We will provide employees with many opportunities, and the internal culture of the company is open, cooperative and equal. Ma Yun: The concept is good, how to pass it on? Chen Hongjiang: Through the company's persistent learning, outreach activities, and human care in all aspects, the company will pass on a little bit of detail. Jack Ma: Give me an example. Chen Hongjiang: On the birthday of every employee in the company, we will prepare birthday cakes and small birthday gifts for him. Cohesion will be greatly improved.

Ma Yun: You have to remember that the total cost of 20 employees is 1.4 million. Like renting a house and equipment, each person’s annual income is 30,000 to 40,000 yuan, plus all taxes, a few cakes can hold them ? Chen Hongjiang: Our employees have stock options. Jack Ma: Do employees have stock options? Chen Hongjiang: Yes. Ma Yun: There is still a small problem. The culture of any enterprise should match the model and things it does.From the culture you just mentioned, the company grows together with everyone. For a company like yours, what kind of culture do you think your company needs?You just said that many companies have such a culture. What kind of culture does your company have in order to be in line with your industrial development?

Chen Hongjiang: In our company's culture, all employees have a clear goal. As I said just now, we must protect the company's electronic distribution platform and provide good services for Chinese shareholders.Under this kind of incentive, we believe that we can go public, and under the option incentive, the employees of the company work very hard.In this cultural background, I believe that our employees will use this spirit to carry out their own careers, for the sake of their careers. Ma Yun: I still didn't hear clearly, what you said just now is universally applicable.Every company will do this. We have a common goal. The question is, for you, a fast-growing securities company with 20 employees, what kind of characteristics, what kind of culture, and what uniqueness do you need from your employees? s things?

Chen Hongjiang: learning, learning ability. Jack Ma Comments I think Chen Hongjiang is very creative and good, but the biggest responsibility of the CEO and the founder is to promote the corporate culture. The chief cultural officer is also one of the first tasks of any entrepreneur and CEO. Formulating corporate culture goals and common missions And values ​​are easy, the hardest part is the bit by bit implementation.Second, the culture of any enterprise must match the characteristics of its industry and company. I didn’t understand the few questions I asked you just now. You said that learning ability and what ability are required for the establishment of a new company. The unique ability is What, how to carry it out.The most difficult thing is implementation. Almost every company will say that there is implementation, and cultural implementation is the most critical. Player profile Xu Huaizhe, male, born in 1971, undergraduate, accounting major. entries Settle the net.Solve.com is Alibaba that focuses on finance, taxation and law. It serves enterprises. When enterprises have financial, taxation and legal problems, they can find a suitable service provider to provide solutions through Solve.net. Site briefing "Win in China" Season 1 Promotion Chapter 9, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Jack Ma: I can understand what you are saying.What if a company like yours says Alibaba does it?What if we do one? Xu Huaizhe: Because the profit margin of our industry is relatively low, it is the kind of people who stick their buttocks to pick up steel, and it is unlikely to compete with us. For example, if Alibaba opens an outlet for me on the website , if these customers with transaction needs are introduced to the solution network for transactions, I would be willing to share half of the profits with you. Jack Ma: Stop it.Give me some steel to use. Moderator (Wang Lifen): I suggest that Mr. Ma Yun should not take this money and support our new entrepreneurs. Jack Ma: I think it's pretty good.Second, what you are charging now is the 10% commission fee in the middle, right?Why aren't you paying membership fees? Xu Huaizhe: Because there is no membership fee as big as Alibaba, how much can I charge for membership? Ma Yun: 10%, almost all customers tell you that they will pay if the business is completed, and they will not pay if the business is not completed.Small and medium-sized enterprises have one thing in common. They say that they will pay if they do a good job, but once the business is done, it is like a cat catching a mouse, and no one can be found.what would you do? Xu Huaizhe: Let me talk about the service provider first. I am his marketing department, or the product development model is a win-win situation. I can continuously provide him with new opportunities. It is unlikely that he will bypass me, because I was charged a very low percentage.From the perspective of small and medium-sized enterprises, what they need is low price, fast efficiency, or what kind of products they need, and they are satisfied here. Xu Huaizhe: Our industry has a characteristic, that is, if you don’t see a rabbit, you don’t scatter an eagle. This is a situation that can be avoided.In the second case, he either doesn’t survive in this market, and he has to deal with our service industry if he wants to survive. If I build a blacklist, these service providers will not provide you with services. Ma Yun: And you have a sugar daddy, learn advanced, what kind of advanced?What kind of righteous way? Xu Huaizhe: I learned this from Mr. Feng Lun.Sugar Daddy, we are a small company with not too many people, and we do not have a luxurious office. Our service is to serve overseas investors. I found a senior in the industry. He is One of the 18th class industry services in the country, I can rent his office, which is called sugar daddy.Advanced learning, because I have been in this industry for a long time. I have provided OEM services for well-known foreign law firms since 2002.Learned from them the design of the service process and attention to detail. Xu Huaizhe: Another advancement is Mr. Ma Yun’s Alibaba. I have been thinking about your model since the 1990s and have been learning.So many of my tricks, including future market tricks, may be learned from you.Going the right way is what you mentioned that you can’t make money by relying on relationships. What do we understand by this?As an enterprise, we must have our own core competitiveness.This is stable and based on your competitiveness. The relationship can provide you with value, but it cannot become the master of your business. Ma Yun: There are also many fiscal and taxation policies that small and medium-sized enterprises need. He asked you to help me evade taxes and avoid taxes. What should you do? Xu Huaizhe: That's right, because I was born as an accountant. The ability of this industry is not reflected in making fake accounts. Do you know where the boundary is?You can get as close to that boundary as you can without crossing it, and that's what our company can do, and that's why our little ones are doing just fine here. Jack Ma Comments Xiao Xu, I think you performed very well today, and you don’t have to worry about Alibaba competing with you. Alibaba will not compete with you. I think we will not only not compete with you, but also encourage the development of such enterprises. , Develop third-party service providers.I think the plan is good, and the market exists. China will soon enter the service industry, and there is something to sing about in it.I am more worried that the sky and the earth are not afraid, but I am afraid that the CFO (Chief Financial Officer) will be the CEO, and the financial officer will have problems as the CEO. The job of the financial officer is inspection and control, so the financial officer will lack vision when he is the CEO. On the one hand, I hope you can visit more, maybe it will be more helpful to you. Player resume Dong Bing, male, born in 1972, master's degree, political science major. entries AR Dr. Car Repair.The goal is to be the most professional electric vehicle repair and comprehensive service enterprise in China, providing electric vehicle complete vehicles, second-hand vehicles, maintenance, parts wholesale, and high-tech product development. Site briefing "Win in China" Season 2 Promotion Chapter 1, judges: Xiong Xiaoge, Shi Yuzhu, Ma Yun. live playback Ma Yun: Thank you Dong Bing.Let me make it simple, three questions, first, why is it an electric car, second, why is it Suzhou, and organize employees to study for three hours what are you learning. Dong Bing: Why did I choose electric vehicles? Let me answer the first question first.Because this industry has been suppressed, it is completely supported by market-driven development. Now I have received good news that the government will immediately lift the ban, which proves that its tenacious vitality has forced some local governments to give way.Things that really have vitality in the market must not rely on support, but survive on market demand. In addition, our technology can penetrate into this industry, so I chose the electric vehicle industry.Second, there are two reasons why I chose Suzhou.The first is because the electric vehicle ownership rate in Suzhou is very high. If I fail to do it in Suzhou, it proves that I am incompetent.The second is because I don't have any connections in Suzhou that can be used. If I can do it successfully, it means that our model can be replicated across the country.Third, what to learn in three hours, I am honored and proud of my team.But I have to tell everyone that all of us, except me, have an average education level of only junior high school.Many people came from the Dashangou in Anhui more than ten years ago. Let me give you the simplest example. I asked my store manager to train people in a short period of time. For example, after about ten days of training, he has been able to raise his head. Stand tall, wear our overalls and walk into the gate of the five-star hotel.This is our training.We make everyone proud of this, only in this way can we become stronger and bigger. Jack Ma Comments Dong Bing, I am very moved. Projects like yours are what "Win in China" needs to advocate more. To start a small shop bit by bit, a small business must have a lofty ideal. I have seen this lofty ideal.But I think your passion is also good. My suggestion is that short-lived passion is worthless, only long-lasting passion is profitable, and passion cannot be hurt.Especially when your employees are very tired at work, they have to read for another three hours and study. This is good, but one's physical strength will be exhausted. Learning is everywhere. You have to listen, watch, and work hard. Learn, you have to make adjustments here. Cleverness is the natural enemy of the wise. A fool speaks with his mouth, a wise man speaks with his head, and a wise man speaks with his heart. Player profile Suga Yi, male, born in 1981, college degree, major in public relations. entries Freelancing Services Network.Provide services for freelancers, but also provide services for businesses. Site briefing "Win in China" Season 1 Promotion Chapter 9, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Jack Ma: What exactly are personality charm and negotiation charm?What does your charisma mean? Suga Yi: I personally think that my personality is firstly that I can attract people, and second that I can make people feel trustworthy, that is to say, I can let others give me things at ease, because in a family Many people may worry about working in a private enterprise, especially as I said just now that they will not be paid for 4 months. Many people may not continue to work. In many enterprises, people will choose to leave, but they will trust me. I think the most important point of charisma is trust, I can be trusted by others. Ma Yun: I feel that if my child comes to work with you and has no salary for 4 months, you tell him that he must have food in the future. If one fails and the next will fail, I will never believe it. Suga Yi: I have proved their trust in me with facts. I have done it, I can let myself continue, I can go out to work by myself, and I will not let my employees suffer with me. Jack Ma: Do you think it’s hard work for employees not getting paid for 4 months? Suga Yi: I said at the time that we can sell the company to pay you wages, but they all disagreed, and each of them took the initiative to say that we don’t need wages now, we just need to complete this order, and the money from this order will come back to us all They are all paid, so they believed in me, and I did it. Ma Yun: Just now there is a figure that is very accurate, you only need 4.7 million yuan. Suga Yi: 4.7 million is what I mentioned in the project plan. Let me briefly talk about it here. First of all, 2.1 million is the advertising fee, which accounts for a large part, and about 1.1 million will be invested in the company in the early stage, including office rental. The purchase of equipment, as well as the cost of office decoration and so on. Jack Ma: How much? Suga Yi: This number should be 900,000. I’m sorry that I really don’t have a clear impression. It’s about 900,000. It’s reserved for employees’ salaries, one year’s salary, although my salary is paid on a monthly basis. , but I am willing to keep all the salary for one year, and I don't want to have a situation where I couldn't pay my salary for 4 months last year. Ma Yun: I think your 4.7 million yuan is very accurate. You have calculated every amount of funds accurately. You can only say it as if it is printed in your mind. You just said that more than 1 million yuan is reserved for employees, and the rest is for business. Working capital, people like freelance writers, designers, web designers, planners and translators are so-called working from home, this is my understanding. Suga Yi: You said. Ma Yun: These people earn more than white-collar workers. If they dare to be freelancers, they usually have clients. Why does he need you?Like a freelance writer, if his manuscripts are not ordered by a newspaper that must accept his manuscripts, he will starve to death at home, as if I wrote 10,000 articles that no one wanted me. Suga Yi: I would like to make a statement, Mr. Ma, from the beginning of business to now, your capital accumulation will become more and more abundant, do you think it is too much? Ma Yun: I think too much. Takeshi Suga: Do you think there is enough money now and you don’t need more? Ma Yun: Not enough, but because I can't manage too much. Suga Yi: If you were asked to go back and only earn 30,000 yuan a month, would you work hard to earn 45,000 yuan? Ma Yun: I may not, but many people will. Suga Yi: That is what I just said, I will let you earn my money. The second aspect is why I provide him with services, what services are provided to him, and why does he need these services.Because I am a freelancer, I was a freelancer in 2003, we may not know our relatives and friends, we may not know what our lovers think, but we clearly know what we think, and I clearly know what I want Service, since then I have this plan and started this website. I clearly know what freelancers need, and I want to give them work and money. This is the first point. Suga Yi: The second point I talked about the collaboration of a team, there may be one person who has a job, he already has an order, and a company gives him a design case, and he may not be able to deal with this design case alone. It can be completed within a short time, and a temporary team or a long-term team can be formed on my website, so that I can provide a team collaboration. Ma Yun: I know a group of freelancers. Most of them don’t have a strong desire for work. They have no interest in giving them more orders. This is why these people choose freelancers. Want to earn my money? Suga Yi: You are right. There are more and more freelancers, and there will be competition when there are more freelancers. You did it three years ago, and you have a certain reputation and a certain circle, but people who come later what to do?I know you have a Taobao University, why don’t you dismantle it, it can be said that I have been in Taobao for many years, I am very clear about the above things, but the newcomers don’t know, you have to tell the newcomers how to make money . Xiong Xiaoge: You can’t use the Taobao model, because Mr. Ma hasn’t charged money for 3 years, and his employees can get paid. You are on the ground for free. If you make him like this, your charm can last for 4 months. Your employees Can't stay for 3 years. Suga Yi: Ma is always free, but we charge a fee. We have membership fees, commissions for cases, and commissions for freelance work. He is the group who needs training most. We will also have some cooperation with third-party training institutions. There are still some charges for some training in cooperation, so in terms of profits and charges, wages can be guaranteed, which is no problem.The form may be different from that of Mr. Ma, but our mode of operation has many similarities with Taobao, because Taobao is about buying and selling. Jack Ma: What you just said sounds very interesting. I think the Chinese market for freelancers is not yet mature.The freelancers in my mind are the kind who ask your house if you want to paint on the street at the gate. There is a big market for such freelancers.Generally, people who come out to start a business, freelancers like this, mostly have clients. Do you think the market for this group of people will be huge in the future? Suga Yi: First of all, he needs services.He has clients, and he also needs the services of policies and regulations, some aftercare services, such as logistics, everyone and every enterprise needs services, including many mature enterprises now, they still need accounting firms and auditors The principles of law firms and law firms are the same. No matter how successful you are as a freelancer, you still need services, and these people are the ones who are most willing to spend money on services. Jack Ma Comments I think so, as a leader, don’t let others work for you, but should work for a common goal or mission, or an ideal. Working for you will be tiring. Never work with you because of your personality charm . Not paying wages for 4 months is not a charm, it is a shame for the leader, every time you have to judge how to make your employees pay wages forever.I once couldn't get my salary paid, and it was 7 days short. Although my employees said that I could survive for two years, I tried my best not to let this happen.Another point is that you are a very good marketer and salesperson, and finally find cooperation to play your strengths. Your sales and negotiation skills are good. Mr. Wu said that you are very smart. Smartness is the natural enemy of the wise. A fool uses his mouth. When speaking, a wise man speaks with his head, and a wise man speaks with his heart.So always remember, don't think of yourself as a smart person. The smartest people believe that others are smarter than you, so you can go further and better. Thirdly, don’t believe what these investors say. You ended up being fooled by Boss Xiong. He said that your extra 300,000 yuan would be used for charity. You replied that if the investor agrees, I will do it. The investor agreed. You don’t have to do it, because you know that what you need now is survival. The 300,000 yuan is more important for you to survive and develop. For an entrepreneur, the most important thing is to solve the problem of survival, solve the problem of employment, and realize your ideal.After you succeed, you will not become a burden to the society, and you will be able to solve your own burden.You only have so little money yourself, you can invest as long as you say you can, don't believe them.