Don't think it's easy to be a boss! Some people can't find half a customer in the first year of starting a business, and the venture capital of 1 10,000 yuan is spent at once; After starting their own businesses, some people "feel like a stray dog" without the shadow of big companies. More entrepreneurs have realized that starting a business must first create momentum, make a good start, and form their own momentum, so as to start a business smoothly.
There is a saying in the debate about Cao Gui in Zuo Zhuan: Once you summon up courage, you will fail again, and finally you will be exhausted. This is the way to transport troops, and entrepreneurship is also about this truth. In recent years, many successful entrepreneurs believe that it is very important for entrepreneurs to start. A person who has been defeated repeatedly may see the hope of success one day, but relatively speaking, his journey will be more bumpy and there will be more hardships in the process of starting a business. At the same time, the experience of failure will kill a person's will, consume a person's fighting spirit and mislead an entrepreneur's decision-making power and judgment again and again. More importantly, in the process of repeated defeats, entrepreneurs are also prone to gambling psychology, so that they go further and further on the road of failure.
Who doesn't want to get off to a good start when starting a business? Entrepreneurs have the greatest courage to start a business and expect their efforts to be rewarded soon. However, many start-ups have encountered such a problem: before applying for a business license, they have broad horizons and unlimited career prospects. However, when they hold a business license and move into the office, they find it difficult to start everything. What's the difficulty? The project development is not smooth, the capital operation is not smooth, the business has been unable to promote, and few people care about the products. The passion of starting a business is gradually disappearing in various problems, and the pride of entrepreneurs is also declining.
It can be seen that in the early stage of entrepreneurship, it is particularly critical to start a startup that is enough to survive. In fact, for a startup, survival is the first. Science Investment magazine has always believed that entrepreneurship is a systematic and complex system. From the beginning of starting a business to the continuous development of enterprise scale, entrepreneurs need to rely on wisdom and courage to constantly identify the key points in each stage and make rapid breakthroughs. Wisdom in the early stage of entrepreneurship is even more important, which will enable start-ups to gain their own capital gains in many unfavorable factors or in the margins, so that entrepreneurs can always maintain high entrepreneurial passion and active entrepreneurial mind, and enable enterprises to enter a virtuous circle of entrepreneurial success.
After in-depth and detailed research on hundreds of entrepreneurial cases, Science Investment magazine found that it is not difficult for enterprises to start a good business, and found six unique entrepreneurial tricks from many successful entrepreneurial cases. Through case analysis, these six unique skills are presented to entrepreneurs.
Tricks don't stay the same Only by mastering the essence of these six unique skills and learning to combine them can your enterprise get a good start quickly.
The trick is to win entrepreneurial projects with "newness"
It is found that for the vast majority of start-ups in fierce competition, new tricks and new ideas introduced through ingenious ideas can not only give their own entrepreneurial road a chance, but also see benefits in a short time. The so-called new tricks and new ideas may not be surprising in terms of their operational ideas. Once inspired, anyone can do it, but it is basically a skill that entrepreneurs have.
Trick 2 "Making something out of nothing" Opening up sales channels is the key for small businesses to start their own businesses. For start-up enterprises, it is difficult to enter the stable sales channels of other enterprises because of the low visibility of products and enterprises. Therefore, many enterprises have to temporarily adopt high-cost and low-benefit marketing strategies, such as door-to-door sales, commodity advertising, giving profits to wholesalers and retailers, or giving them to any enterprise willing to distribute. This channel development mode is usually slow, and it is difficult for start-ups to taste the joy of "getting off to a good start".
The trick is to share a big business when you grow up.
When an enterprise is in its infancy, its strength is not strong enough, and it is in a weak position, then many enterprises will struggle on their own, let alone fail to see a good situation of "getting off to a good start", and it will be difficult to develop by leaps and bounds because they have been living in the shadow of "giants", and even bring about self-destruction because of mutual collision. If you can't fight hard, what should a startup do? "Science Investment" magazine believes that only by winning skillfully, relying on their own advantages, learning from each other's strengths, relying on the growth of large enterprises, and making full use of the resources of large enterprises to develop themselves.
The fourth trick is to be a big fish in a small pond.
Small enterprises should never think about being small fish in big ponds, but must be big fish in small ponds, because some big enterprises look down on these small ponds and are unwilling to compete with you, which can be a huge space for you to successfully get a "good start" in starting a business.
The trick is to learn to be the "second child"
In the management philosophy of enterprises in Taiwan Province Province, China, there is a saying called "second philosophy", that is, not to be the first or the third, but to be the second closely behind the first, aiming at the opportunity and then sprinting for the first. Maybe they don't want to be "early birds" for the time being, or want to hitch a ride in the back, but in the end no one will want to take the second place, and the "second child" is just a transition. Entrepreneurs should learn to be the "second child" at the beginning of their business.
The trick is to spread beans, do small business and have a good harvest. "Romance of the Gods" wrote that Wen Zhong and Jiang Shang fought Qishan. With the help of a group of Taoist friends from Shen, the army of the Western Zhou Dynasty gradually weakened. At the critical moment, Jiang Shang got help from the ancient Buddha and turned defeat into victory. This concept is now freely used by many enterprises. But in the way of thinking of many small enterprises, it costs money to build a soldier, so it is often out of reach.
[Turn] Shantou Shoppers' Shop Opening Skills
If you wander around the streets of Shenzhen, you will easily recognize the shops opened by Chaoshan people. First of all, their brand names are the combination of traditional auspicious words such as "sincerity, prosperity, expressiveness and high" in China, and there is nothing particularly new. Shops opened by Chaoshan people are generally not very particular about image design. Their store LOGO is always a combination of pinyin letters of the store name, rarely used in English, and generally not specially designed. Coupled with the display of Kung Fu tea at the door of the store, the boss who wears slippers to guard the store speaks difficult Chaozhou dialect, and always takes a lukewarm attitude towards customers who don't speak Cantonese, which constitute the external image characteristics of many Chaoshan people's stores.
However, it is these shops opened by Chaoshan people with poor image that control most retail channels in Shenzhen. Not only do Chaoshan people run taxi shops everywhere, but also the major wholesale markets in Shenzhen, such as Shenzhen communication market, computer market and Hubei Road wholesale market, which are the main places to buy small shops in Shenzhen, are mostly controlled by Chaoshan people.
Many white-collar shops in Shenzhen, as well as regular chain stores with good image opened by some big companies, are often unable to compete with these "stragglers". Although they often look down on the "Chaoshan shops" with poor image mentioned above, they even look down on these Chaoshan people with little culture, because they generally have the tradition of doing business without graduating from junior high school (so when writing the family history of Chaoshan people, it must be said that XXX did not graduate from junior high school and made hundreds of millions through his own efforts, including Mr. Li Ka-shing, the richest Chinese). However, white-collar workers have to admire that these Chaoshan stores are much more "moist" than their stores, and their ability to make money is much higher. After work, I once opened a mobile phone shop in Shenzhen. The competitors around me are all mobile phone shops opened by Chaoshan people, and the mobile phone wholesalers are also Chaoshan people. In addition, I used to be the Shenzhen manager of a famous health care product company, and most of the dealers and small pharmacies I faced were "Chaoshan department", so I consciously observed and pondered some unknown "secrets" of opening a shop in Chaoshan, hoping to give you some inspiration.
The success of Chaoshan people in opening a shop, or that they will open a shop, first stems from the traditional advantages of Chaoshan people in opening a shop to do business. Opening a shop has become a basic lifestyle of Chaoshan people. "Starving to death without work" is specifically aimed at Chaoshan people. Many Chaoshan people are teenagers who help the family to look after the shop and do business, or help the villagers in the shop, and they have learned the skills of doing business very early. In addition, many Chaoshan people regard opening a shop to make money as their sole purpose in life. This very realistic focus on life and their innate business acumen are very conducive to their success in opening stores and doing business.
In addition, a well-known advantage is the unity of Chaoshan people and their unique interpersonal relationship of mutual recognition, which is unmatched by people in other places. Many wholesale channels are Chaoshan, and most retail channels are Chaoshan. They help each other, exchange needed goods, get rich together, and always get the cheapest supply. It is easier to open a shop to make money than other locals, and they often work hard. But these factors are not known to everyone. Specifically, Chaoshan people still have many unique business methods that are not known to outsiders to make money by opening a shop.
Businessmen have no territory.
"Businessman without domain" refers to what Chaoshan people do to make money. In terms of opening a store, we are always ready to change and flexibly adapt to the market. I often pay attention to the pavement changes of a street in Shenzhen. For example, when a new building is completed, Chaoshan people will unite to open a series of stores on a new street, such as decoration materials stores, hardware stores and curtain stores. For the needs of new families, storefront services and products complement each other and bring popularity to each other. A year or two later, all departments in Chaoshan changed their faces and became restaurants, pharmacies, hair salons and so on. Another embodiment of Chaoshan people's concept of "businessmen have no domain" is that Chaoshan people regard their store as a "business information center" and Chaoshan people sit in the store and drink Kung Fu tea together. They often talk about who has made a fortune and where there are profitable business opportunities, which are not limited to the current store business. Therefore, when opening a small shop, Chaoshan people often use information to make a "big deal" and complete the original accumulation.
Skills of Integrating Stores, Dismantling Stores and Gathering Popularity
Many big stores opened by Chaoshan people are connected with warehouses. On the surface, it looks messy, there are goods everywhere, and sometimes it is difficult to stay. In fact, opening a large number of stores will not affect the image, but will often promote sales. Deliberately stacking goods in the store makes customers feel crowded, but it is very lively, and the products can be seen clearly when they are close, and it is convenient to find someone to consult, which also creates a feeling of sufficient supply. This will often cause the store's goods and popularity are very strong. If you find a small shop with three walls open in Shenzhen, people can easily enter the shop from all directions, and the fruit stand extends many meters outside the shop. It must be a shop opened by chaozhou people. They often know how to make full use of and expand space, and are never confined to the space of small shops.
First, small profits but quick turnover, cheap shipping skills
The tradition of Chaoshan people doing business is small profits but quick turnover, and this simple skill has been brought to the extreme. Chaoshan people will sell goods as long as they have a little profit. They are more concerned about cash flow. In their dialect, it is "one hundred credits is not as good as fifty cash". Unlike people in other places, you must stipulate that you can earn a certain profit difference before you are willing to ship.
Beijing Gome, which sells electrical appliances, makes people think that it is a store opened by Beijingers. Actually, Huang Guangyu, a native of Shantou, didn't graduate from junior high school, and opened a shop in Beijing at the age of 18. Gome, which the retail industry needs to take a high look at, is actually the result of Chaoshan people's skill of opening stores with small profits but quick turnover to the extreme. One of the skills he used when he started to open a shop and make a fortune was to ship at a low price, that is, at what price Gome purchased goods from manufacturers without increasing the price. But Chaoshan people never lose money in business. Although Gome doesn't make money selling electrical appliances, it has gained popularity. He makes money by popularity, by selling small accessories such as batteries, antennas, headphones, tapes and cabinets, because customers generally don't care much about the prices of these products, and they are in urgent need, and most of them are willing to buy them together. The profit of these small household appliances is relatively high, and the profit will be considerable if the quantity is large. Typical "sell your lamp and let you buy my oil" strategy. In addition, because of the considerable sales, home appliance manufacturers advertise for Gome, and Gome earns advertising fees for free. The most important thing is that manufacturers have rebates at the end of the year, or because of the large quantity, the rebates are also considerable.
Second, the skills of shipping below the purchase price
When I was a manager in Shenzhen Health Products Company, I often dealt with the wholesale and retail shops opened by Chaoshan people, and found that Chapman often shipped the goods at a price lower than the purchase price I gave him, that is, the price of oral liquid I gave him was 265,438+a box of 0 yuan, and they often sold them at a price even lower than that in 20 yuan, not once or twice, nor were they two Chaozhou bosses. After a period of observation, I quickly learned their "tricks". Later, I, a nosy person, also posted a post on the academic "China MBA Website" and China Marketing Communication Network. "Test everyone: If a merchant buys goods from a manufacturer at the price of 20 yuan and ships them at 19 yuan, he can still make money. Do you know the reason behind it? Please give more than three answers. " As a result, few academic marketing friends can fully answer this marketing question with China characteristics; As long as the actual marketing netizens who have dealt with Chapman often know the "mystery".
The following are the business skills that these Chaoshan shopkeepers often "play":
(A) the use of goods skills
My Chaoshan wholesaler specializes in the wholesale business of small supermarkets and small shops in the downstream of Chaoshan. At that time, my product was the best seller among health care products. In order to attract his downstream, he often takes my products as bait, deliberately ships at a loss, and attracts more small shops to purchase goods. Small shops must enter other high-profit products, so overall he makes money. As a means of retail, deliberately selling one or two best-selling products at a price lower than the cost price, resulting in cheap prices in the whole store, which can also drive the sales of other high-profit products.
Communication skills
This is a common skill of Chaozhou businessmen. My wholesaler is one of the most important wholesaler of health products in Shenzhen. He often exchanges goods with other large Chaoshan health products wholesalers in Shenzhen at low prices. Because they can get the lowest price from the manufacturers, they have several product resources with the lowest price in the industry through low-price exchange, so more small shops come to their stores to purchase goods. If they have one more chip to attract customers, they can make more money.
(C) the use of sales rebates
We have a rebate policy for dealers' sales. Whenever his sales reach a certain amount, in order to get the rebate, he will be less than the purchase price. Moreover, Chaoshan people have the talent of accounting, and how to make the best use of their cash and increase its value. In addition, Chapman likes large-scale cash transactions and treats manufacturers' monthly settlement, consignment and other trading policies differently. Of course, these Chaoshan departments also treat them differently. Chaoshan department cheats and makes money with cash.
The above-mentioned price application skills are not unique to Chaoshan people, but they are the most used means of making money, which will of course bring about price confusion that manufacturers do not want to see.
At the time of writing this article, it happened that Shenzhen TV broadcasted a true story of an Anhui young man who was inspired by chaozhou people to become the owner of a large shopping mall worth tens of millions: this young man was the business director of a shopping mall in Shenzhen in the early 1990s, and one day he came to a very humble chaozhou people to rent a piece of abandoned land without 1 square meter in front of the shopping mall to sell fruits, and the rent was 1000 yuan a month. It never occurred to him that chaozhou people was the first person to sell fruit alone. He resigned and did the same thing. He rented a few square meters in front of another shopping mall to sell fruit. As a result, I earned 300,000 yuan in the first year and completed the original accumulation. I think as a small partner who opens a shop and starts a business, we don't need to look at the unreachable business skills that always take Procter & Gamble and Wal-Mart as cases. We only need to learn from the Chaoshan and Wenzhou departments around us, and we can succeed in starting a business. Of course, Chaoshan people's philosophy of making money that "the purpose is everything, the means doesn't matter" has won them a reputation of dishonesty and paid a heavy price, which is also something we should ponder.