Chapter 16 14

Player profile Wu Zhixiang, male, born in 1976, bachelor degree, major in tourism. entries Tongcheng.com, the largest tourism e-commerce platform in China, currently ranks 2,100 in the world on the B2B platform) website, and ranks among the top five Chinese tourism websites in the world. In 2005, the B2C platform of Tongcheng.com (www.17u.com) was officially opened, and it is becoming the most distinctive mass tourism website in China. Site briefing "Win in China" Season 1 Promotion Chapter 1, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Wu Zhixiang: I am very grateful to Mr. Ma for kicking me out of Alibaba four years ago.I don’t know if Mr. Ma remembers, but in fact, everyone who came out of Alibaba took away Alibaba’s business model, because everyone knows Alibaba’s business model, and what they took away was Alibaba. values ​​and the passion of Alibaba’s entrepreneurship.

Jack Ma: Congratulations.How many of you are there now?The four of you are college classmates?What is the division of labor, and how do you pass on your values ​​to all employees? Wu Zhixiang: We have 80 employees.Three of the four of us are in the same class. They all study the same major, and one is a university teacher. From a basic point of view, they are relatively weak. We all have the same knowledge.When there were 4 people at the earliest, a very good mechanism of mutual trust was established, and it also started from myself.Starting from me and the four of us, we have established a relatively good system of values.

Ma Yun: How do you do it? Wu Zhixiang: For example, from the first day of starting a business to today, everyone will post their daily work experience on their intranet. What I did today and what I plan to do tomorrow is a very simple procedure, but we share it every day. Stick to it. Jack Ma: Why are you four students the CEO? Why do you lead them? Wu Zhixiang: It may be the quality formed from long-term battles. Everyone thinks that this position is more suitable for me. Jack Ma: After four years of struggle, you became the CEO? Wu Zhixiang: I pulled all three of them into the water and tied them together. They said that you should do it first. Although there were many quarrels in the process of doing it, basically influenced by the basic background, you can Make this structure basically.

Ma Yun: I would like to ask you, what is the difference between 80 employees and several other competitors of Ctrip?There may be two hundred or even five hundred of them. From your business model, I can feel what you have learned from Alibaba. I don’t have a sense of value and mission in the enterprise. How do you do it? Just now you The question was not answered. Wu Zhixiang: First of all, the difference between our 80 employees and Ctrip. Ctrip should be a very large company. The increase of Ctrip’s profit must rely on adding seats. He may add 1,000 seats every year. I am not responsible for customers. Hotel reservations, hotel reservations and arrangements for customers are all provided online. Maybe my transaction volume through the platform will increase a lot, but my employees don’t have to increase a lot. This is the first problem.

The second question is whether Alibaba’s values ​​or the implementation of the values ​​learned from Alibaba, as our team, the values ​​are definitely not on the lips, nor are they hung in the company.Learning such values ​​has actually been done from the first day of the company's establishment.To give a very simple example, it may not be very typical. For example, to learn this value, we require every colleague in the company, no matter what kind of work you do, to read a book every month and put your experience in it. We send it out on our company's intranet, and everyone will share it with you.

Jack Ma Comments As for No. 1 (Wu Zhixiang), I am quite proud of you.Spend more time on your other employees, not just on 4 people, maybe the final success is more, it is 40, 400, 4000 employees, not you 4, spend more time on on them. What is a team?The team is not to let another person fail, not to let anyone in the team fail. Site briefing The first game of the second season of "Win in China" commercial combat chapter, judges: Niu Gensheng, Zhu Xinli, Ma Yun. Red team members: No. 2 Mou Wenjian, No. 4 Zhang Hua, No. 6 Chen Wei, No. 10 Li Haiyong, No. 3 Li Shuwen Blue team members: No.8 Feng Zhigang, No.7 Dou Dahai, No.5 Xia Ni, No.9 Qian Jundong, No.1 Han Xiaobing

Commercial War Mission The first competition is to complete the task assigned by Mianmiantong Group, which is to do a promotional activity for their product AiCLICK, and create a slogan for the event, so that more people can understand AiCLICK and learn to use AiCLICK, you want to Mobilize everyone to vote for your team through love CLICK, and each team has a fee of 3,000 yuan.This activity focuses on examining your understanding and expression of product concepts.The influence of the event and your organizational ability, teamwork, and efficiency of fund use will account for 60% of the weight, the slogan will account for 20% of the weight, and the number of votes will account for 20% of the weight. Under the premise of observing the general principles of the competition, especially the most restrictive rules, do not use the original resources.

Jack Ma Comments I think this competition is really difficult, because five people are entrepreneurs. It is not easy to put together five entrepreneurs and five people with the characteristics of future CEOs to form a team, because everyone has Self-centered, so I often say that it is difficult to succeed in business if five MBAs are bundled together, because everyone wants to be a CEO, everyone has their own unique perspectives, and they are rarely willing to help others.What is a team?The team is not to let another person fail, not to let anyone in the team fail.But during this process, we didn't hear everyone saying, I hope the captain wins, I hope No. 5 (Xia Ni) wins, and I hope No. 1 (Han Xiaobing) wins.During the entire competition, I observed a lot of details, and I noticed that everyone said that if I was in a PK, this person would delay me, and the possibility of me winning might not be great.This in itself was wrong from the start.

Player profile Zhou Yunnan, male, born in 1977, undergraduate, trade economics major. entries Wenyutong, a text-to-speech conversion device that solves the hearing impairment of the deaf-mute, integrates advanced speech synthesis technology, speech recognition technology and personal handheld computers (PDAs), thereby enabling simultaneous text and speech bidirectional input and Bi-directional output.Construct an information platform for free communication between deaf and dumb people and able-bodied people. Site briefing "Win in China" Season 1 Promotion Chapter 1, judges: Xiong Xiaoge, Wu Ying, Ma Yun.

live playback Ma Yun: You said that there were 5 people in the last startup, 3 people left, and 2 people stayed. Why did those 2 people stay? Zhou Yunnan: Because they are husband and wife, the biggest shareholders. Jack Ma: Five people start a business and two are husband and wife.If you are now a husband and wife relationship in the process of starting a business, no matter what the reason, two-thirds of the people left, what are you going to do? Zhou Yunnan: I have done financing before, so I am very clear about the plan I am currently adopting. Of course, I hope that one share will dominate now, but in order to make VC investors look better, I will donate one of my shares to my wife. .

Ma Yun: What is more beautiful, VC venture capital gift to wife? Zhou Yunnan: I wanted to make the shareholding structure more attractive. Instead of concentrating the shares of me and my wife on me alone, I dispersed the shares.Including paying attention to this issue when applying for projects from the state. The shareholding cannot be dominated by one share. If other investors in the company come in, I will first dilute the shareholding, which is my wife's shareholding, and let her leave the company. Ma Yun: Your wife and you are two people, not one person, but you asked her to take care of the shares for you, right? Zhou Yunnan: It means that, because she also understands and supports my work very much. Xiong Xiaoge: Is she really an entrepreneur in the company?Or act as a puppet to help you pack it? Zhou Yunnan: At present, she is an executor. Later, according to our plan, she will automatically choose to quit within two to three years, which will be more conducive to the more standardized and standardized management of our enterprise in the future. Jack Ma: You told me that your wife is in charge of finance in the company. Why do you think she can be a finance manager? What do you need to be a finance manager? Why does your wife have these things? Zhou Yunnan: Because first, my wife graduated with a major in finance.Second, she had similar experience in other companies before, that is, she had experience in finance.Third, at present, let me tell you the truth, the money is my own hard-earned money, I hope a trustworthy person can manage it, I have hired a certified public accountant to assist her, and I may be in a certain period of time Nei will take back her power and let a very professional accountant do this instead of her. Ma Yun: What do you think a professional accountant should be like in a company of your current size? What kind of professional accountant would you invite to work for you? His main idea is to help you? Zhou Yunnan: I can’t say why I started to invite certified public accountants to enter the market in advance. I have a long-term plan. First, I hope to expand the company in the near future and attract outside investment. In this case, I must guarantee my current financial statements. It is very standardized and can stand the test of others.Second, my project has a certain social welfare nature, so I may apply for more scientific research funds from the state. When applying for scientific research funds, the state is very cautious about finances, including reports. I really want to hire a very professional person to help us take care of this thing. I should start from the very beginning of the company and pay more attention to the company's finances.thanks. Jack Ma: Is this company making money now? Zhou Yunnan: I have been registered for a very short time, and it is currently in an evolutionary state. Ma Yun: If you were given 10 million now, how would you spend the money?Because you invested more than 200,000 now, what are you going to do if you get 10 million all at once? Zhou Yunnan: If I get 10 million, I will first enlarge the company’s registered capital. The second thing I hope to set up my own laboratory, because at present, 70% of my software is outsourced to Wuhan The university's laboratory is doing it, and I want to slowly build my own laboratory.In this way, I can grasp more intellectual property rights. Jack Ma: How much did it cost to build a laboratory? Zhou Yunnan: My current plan is about 2 million. Jack Ma: Anything else?And where did the 8 million go?Just tell me roughly. Zhou Yunnan: The rest of the funds are allocated in this way. I will keep about 2 million in my account, because we are mainly a research and development enterprise, and the biggest cost is in labor costs and management costs. Its wages are relatively high Yes, I still have 6 million yuan and I will be ready to build a factory. Jack Ma: Why buy land?Why build a factory?Why do you have to buy in this industry, and what is your purpose of buying? Zhou Yunnan: In fact, it is like this. I just said that it was an OEM production in the early stage. In the later stage, I thought that I would develop other products, and I might produce other products in the end. My company mainly produces products for the deaf and dumb. , I also want to formulate the development of other experiments for the disabled. It is possible that the other products I produce cannot be developed and produced by OEMs (Original Equipment Manufacturers). I am now taking the deaf-mute project as the main project. Jack Ma Comments Contestant No. 2 (Zhou Yunnan) The mission and suggestions you just mentioned are good, and you are good at capturing opportunities to find such a good opportunity, but remember that Mr. Xiong has already introduced and expressed some ideas just now. When your wife is a partner, don't treat her like a wife. In the future, you can think big, and you have to do things a little bit, including inviting a lot of people to help you with your MBA, and now you are doing it alone.When the CEO uses me as little as possible, it may be better to use us. Player profile Pu Bin, male, born in 1978, master's degree, major in computer engineering. entries The project plans to build a blog portal in the web2.0 era.Construct 100 innovative website projects with blog concepts and integrate them into portals, which will include blogs, making friends, class posts, and third-generation search engines.Finally, a public welfare platform portal network will be established. Site briefing "Win in China" Season 1 Promotion Chapter 1, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Jack Ma: What is the daily visit volume of your 9.76 million users? Pu Bin: I was ranked more than 900 in one day, and now the daily traffic is 100,000 to 200,000. It is useless for you to just accumulate users, because I need a larger technical team to develop, including promotion, and I did not focus on it. In development, but looking for venture capital. Ma Yun: If you have 100,000 to 200,000 visitors, I think the usability of this website is not very strong. Pu Bin: I want to make more blogs to stick to them. I want to apply this information to a dating information platform. I even find many communities on this dating search platform. For example, the communities where we hold activities, our information In the community, this is precisely a platform that requires funds to enter. Jack Ma: How many employees do you have now? Pu Bin: Let me talk about the staff first. In fact, I have been doing this project by myself, including everything. Ma Yun: Is it a personal website? Pu Bin: My current team is not full-time. I have two or three classmates who help me solve technical problems.One is the vice president of a well-known IT company in China. He helped me solve the things I was not familiar with, which might be the company's market or the company's strategy.Another one is MBA, he is doing venture capital relationship with the most famous company in the world in China, and he helps me with financial matters.My characteristic may be that I have a very deep understanding of the Internet, including my strong execution ability. Jack Ma: What is your background? Pu Bin: The most important thing is the ability to learn. I think one cannot forget the pain of others just because one is happy. I think entrepreneurship may generate greater value and I want to help more people. I want to create more wealth, including This is how to write a book to help more people.My will is very strong. When I wrote game programs in college, I could write them without going out for a month.I wrote books after graduation, and I wrote computer books for a year without doing anything else.And I took the initiative to temper my will, including signing up to teach in Yunnan after I went to Australia, but I was not selected.Also, in terms of learning ability, although I am a computer student, you can see that I have written hundreds of poems, and I have studied quite a lot of Laozi, gender difference theory, sociology and psychology. Jack Ma Comments I think the No. 4 contestant (Pu Bin) is still very smart and very individual, but I have a suggestion. In the future, you can think big, but you have to do things a little bit, including inviting a lot of people for MBA. Help you do it, you are doing it alone now.It may be better for the CEO to use the MBA as little as possible. Player resume Dou Dahai, male, born in 1972, master's degree, major in business management. entries School restaurant chain project.Integrate student, employee, and supplier resources through corporate culture; reduce costs by integrating upstream industry chain resources, and achieve low-cost, intensive operations. Site briefing "Win in China" season two promotion chapter eighth, judges: Xiong Xiaoge, Shi Yuzhu, Ma Yun. live playback Ma Yun: Dahai, let me ask you first, what is the biggest difficulty you encountered when you graduated from school to start a business? Dou Dahai: I think the biggest difficulty now is mainly in my talents, because if I need to expand rapidly, our school’s catering industry cannot do without people, especially the core personnel, management personnel and main operators. Not open.The employment situation of the rural labor force is relatively tense now. During the expansion of the restaurant, it is difficult to recruit people. Whether we use copying or cloning for the development of the restaurant, I ask the restaurant manager to work within a year. You must train a restaurant manager who is the same as you, and the chef must train a restaurant chef who is at the same level as you. This is your task.When there is a new restaurant, I send the original restaurant manager and chef there, and keep the trained people here. Ma Yun: You are in personnel affairs, what do you think of this project? Dou Dahai: It means a lot, and it’s not easy to make it too big. On the one hand, it’s a personnel problem, and on the other hand, at least in the city where I live, there are many other brands. I don’t know if the brand in my city has something to do with him , including Hanwang shoe shine. Ma Yun: If Chen Wei was in your company, what kind of job do you think he would do? Dou Dahai: If you do, there are probably only two choices, one is to go out to the market, and the other is to do training with me. Ma Yun: I have another question, because now many restaurants want to contract university restaurants. Many restaurants are doing this. There is a kickback problem. If you don’t give them a kickback, they won’t give you business. It's a big trouble, do you give kickbacks? Dou Dahai: First, I will not give it.Second, I would like to correct your concept. After several years of logistical socialization, many people have stumbled and exposed many problems, such as food poisoning. Now the principal is concerned about whether you can help students after you come. To provide more professional and high-quality catering services, to ensure the stability of the school, and to prevent students from going on strike or petitioning, the first thing to consider is whether you are a professional. Ma Yun: What if someone says that if you give money, you will give it to you, but if you don’t, what should you do? Dou Dahai: Everyone has their own principles, I will not do it. Ma Yun: I have another question. What do you most avoid being scolded by others? Dou Dahai: I hate being called a hypocrite and a vampire the most. The students scolded me like this at the beginning, calling me a hypocrite and a vampire. Shi Yuzhu: Do the school students know that the boss is you? Dou Dahai: Some students can call out. Shi Yuzhu: It's best not to shout out, no matter how well you do it, you will be scolded. Dou Dahai: In the first three months, the director opened a message board in the catering center, and there was a lot of scolding, but none of the scolding was deleted. After three months, there were very few such voices, and everyone was giving constructive suggestions. As long as you communicate openly, don't be afraid of others scolding you. Jack Ma Comments No. 30 (Dou Dahai), I feel very real, and the project may be a little smaller and not big, but I think I appreciate that a master student can lower himself to do such a thing.Because sometimes a high degree of education does not necessarily make you sink down to do things. I think that a doctoral student is just the beginning of the real life exam. Doctoral students have to do three more mock questions than graduate students, and graduate students do more than undergraduate students. The two-year simulation questions are good for people and things. I am more optimistic about your project. When starting a business, don't look for a star team, and don't look for someone who has already succeeded.To start a business, you need to find the most suitable person, not the best person. Player profile Zhao Yao, male, born in 1971, MBA. entries paid marketing.Bring American successful TV marketing and other mature products into the Chinese market through Chinese professional services.Involves market research, media planning and procurement, order acquisition through the call center, order processing, payment settlement, logistics, and market development. Site briefing "Win in China" Season 1 Promotion Chapter 7, judges: Xiong Xiaoge, Wu Ying, Ma Yun. live playback Ma Yun: Can you briefly introduce your management team. Zhao Yao: Let me start with China. Now I am doing this full-time by myself, and my team already agrees with it very much.People who agree with us include these characters. One of my friends has been doing direct TV sales in China for several years. He later changed his career to health care products. But when I mentioned this concept, he was very interested. He wanted to Join, this is one.The second one recently sold the logistics company that he had worked hard for ten years to a Hong Kong listed company, and he quit. This is my friend for eight years, and he runs back and forth between the United States and China. , his company also represents all of Wal-Mart's logistics operations in Canada, and he will join my team to help us manage logistics operations in China.The third friend is an agent of an automotive product in the United States. This company came to China as an agent. In the past few years, his products have occupied 70% of the Chinese market through marketing. In this case, what he brought to us is, In addition to the concept and management experience of China's retail link, other than this point, it can help us more. After the products of American customers are sold directly through TV channels, the next step will be retail and ground retail at different development stages of other product cycles. A combined approach to provide resources in this regard.In addition, there is a lawyer who graduated from Stanford in the United States. In the past three years, he has served two different very successful TV marketing companies. He is my partner and handles all legal affairs for us here in the United States. This is very important.Another one, he was the vice president of the NBC broadcast network, and later became the president of marketing at the American Family Channel. I met him when he was providing consulting services. He served in different direct TV companies in Los Angeles as senior leadership .I want to ask him to act as a consultant and PR for us. He said that he will join my management team after financing. Simply speaking, there are several people. Jack Ma: One of these five is very successful in direct sales, logistics, and automobiles. Did you know each of these three before? Zhao Yao: I know two people, and I have contacts with the other two. We will hold a meeting in Beijing on July 4th and 5th. Ma Yun: People who engage in logistics come to you to take charge of this part?Good logistics is sold, and then come to your place to do new logistics? Zhao Yao: The concept is different. After ten years, each entrepreneur will make different plans due to various reasons. This is his personal decision, and I will not judge.It has been two and a half years since he planned this matter. From the beginning of talking about it bit by bit, to the formation of the concept, everyone went from not believing it to half-believing, to fully recognizing it.He is also just in his early 40s this year. Although he is very successful, he still wants to do something. If he can be in charge of my team, it is very important to us, because of his years of business experience, he leads his people to carry out practical operations , he does what he wants to do by himself. Jack Ma: How much capital is estimated to be needed to establish your company? Zhao Yao: In the first six months, it is estimated that it will cost 600,000 US dollars.An estimated $1 million is required for the first year of operation. Ma Yun: So in the first year, you need 1 million US dollars, the first year is a loss, and the second year is a profit of 2.5 million to 3.5 million US dollars? Zhao Yao: I hope so. This is an estimate that has not yet been implemented. Ma Yun: What does it mean that you have not operated before? Zhao Yao: There is no landing operation in China.There are two companies in the United States. These two companies are paid marketing, not limited to TV marketing. They provide professional services for paid marketing. The market value has now fallen a lot, between 1.5 billion and 2 billion US dollars. Ma Yun: I understand the market value. I really want to know. If you invest 1 million yuan, you will have 2.5 million to 3.5 million profits in the second year. How do you make it? You answer this question. You have some unique and professional services. These professional services What exactly is service, and what is the difference with China? Zhao Yao: I have to explain again, I have a lot of services, and the industry is also very strange, and everyone is not familiar with it.It's not very troublesome. Thinking about it this way, direct payment marketing is economically inevitable, because it removes many distribution links in China, resulting in savings and efficiency.But paid marketing must rely on the media, which may be broadcasting, mail, or catalogs. Enterprises must send product information and price information to thousands of households through the media, and get orders back to make profits.The service links that such enterprises need have unique requirements.The first thing to choose is what kind of media.The second is to conduct trial purchases.The third is to conduct experiments. For example, if you buy a TV, you will use different methods and different versions to test it in the next three weeks. After the test is completed, you will decide to do it.This is a large investment in media. At this time, a massive data processing center is required. The front desk must be a call center or an input center, depending on the form. There are skills at this time.We have done market research in China. Generally speaking, things that cost 600 yuan are sold on TV. Is there more or less.The call center is not a place to receive orders, but a place to promote sales. It has process management. After receiving a large number of orders, my customer has two series of products in the United States, and one series receives orders for 10,000 pieces a week. About, one order is not big, only about 175 US dollars, not much, it adds up to a lot.This massive order processing has very strict requirements on the entire workflow and automation, which is also the service we want to provide.After receiving the order, because your sales methods are very flexible and diverse. When the TV program is released, everyone here will buy 30 different combinations. Special logistics management to handle, plus after-sales service, as well as market development, this is the service we want to provide. Ma Yun: The last question, if you can't get the funds, what are you going to do, do it or not, and if you do, how will you do it? Zhao Yao: Simple answer, we will do it. We firmly believe in this matter. Just now we mentioned the $600,000. We said we couldn’t get it there, but we will definitely get it, although not from this link. Ma Yun: Do you have to get 600,000 from outside? Zhao Yao: This money can always be found, we have this confidence. 600,000 US dollars is about 5 million RMB. Everyone tightens their belts to get this thing going. As long as there is cash flow, there is no need to worry about not getting funds. Ma Yun: I still have a little question. Your project needs 600,000 US dollars to start. When is it estimated that you will make a profit? Zhao Yao: Let me explain. We estimate that there will be no revenue from any turnover for six months. After six months, the first American customer’s product will be tested on our platform, and there will be income during the trial run. Yes, it is such a concept. Jack Ma Comments Zhao Yao, Wu Ying has also mentioned your maturity level and the feasibility of the project just now. I quite agree with it. I will talk about some things that I may be worried about. First, what you are most proud of is your team. Your team is exactly what I am most worried about. When you start a business, never look for a star team, and never find someone who has already succeeded to start a business with you. During the start-up period, you should look for these dream teams: no success, longing for success, mediocrity, Unity, people with common ideals.This is what I came up with after reading the entrepreneurial process of many people.After you reach a certain level, invite some outstanding talents, which will have good results for investment and future market development, especially those who are 35 to 40 years old and have already succeeded. He is already rich and successful. However, starting a business together is very difficult.So I propose to you to gradually introduce, start a business to find the most suitable people, not the best people.