Chapter 549 Green Plums Cooking Wine and Discussing Heroes 6
Looking at Niu Qiangdong who had some understanding and stopped writing to think, Qingyun lit a cigarette and smoked it slowly.
“Actually, this is essentially because the current industry is so good and money is so easy to make. They don’t have to worry about not having customers, but their own supply is limited, so they choose to select customers.
This is a typical practice of small businessmen. Once the industry environment is good, they only focus on making money now, but ignore the rapid growth of the industry and occupy the blank market.
Because there is only one. Occupying the blank market is the top priority at this stage.
Giving up customers means cultivating more competitors and giving up growth. Only customer needs can force companies to continuously improve their capabilities and technologies. ."
After Niu Qiangdong calmed down and digested it for a while, Qing Yun continued, "The third stage of the industry cycle is the maturity stage.
At this stage, The ceiling of the industry has begun to appear. The emergence of the ceiling means the arrival of the mature period of this market.
The cyclical characteristics of this stage are the base number of customers or the frequency and amount of customer purchases. The theoretical consumption quantity is close to the peak.
At this stage, the market size of the industry is no longer growing rapidly, and the market is beginning to be saturated.
But just like farmers farming, there is a balance between supply and demand. Balancing is a very collective behavior that cannot be precisely controlled. Usually, the expansion rate of the entire industry's production capacity will soon exceed the total demand. At this time, the critical point will slowly deviate.
All markets have ceilings. There can be no market in the world that will never have a ceiling. What’s even more disgusting is that this ceiling will move up and down. This is the trend.
For example, last year's birth population was 16.47 million, so the corresponding ceiling for the number of new kindergarten enrollees in three years' time is more than 16 million. This number may become 17 million due to early enrollment, but it certainly cannot become 3,000 10,000.
This is the ceiling for the kindergarten industry in 2006, and also the industry ceiling for milk powder and infant products in 2006.
As our childbirth policy continues to be implemented, in accordance with the In order to achieve the vision of optimal natural resources carrying capacity, the country's macro-control will gradually reduce the number of newborns.
By 2022, the total number of newborns will be 8 million, and the national population will reach an inflection point by then. , and then decreased by 10 million per year.
At this point, Qing Yun curled his lips helplessly, "At this stage, there are also several taboos.
The first one is to expand production capacity.
Lao Niu, let me ask you, when is the most intense expansion of production capacity in the first half or the second half of the growth period?
Niu Qiangdong thought for a moment and said, The second half of the long term. ”
Qing Yun smiled, "Why?"
Niu Qiangdong said firmly, "Human nature
At the beginning of the growth period, a small group of people made money in the early market In fact, no one believes it.
When more and more people make money in this market and there are enough examples around them, people will believe it.
It triggers a huge spread and fission effect, so the last moment is often the time when the number of people entering the event is the largest." Qing Yun nodded, "This is not the case for other industries. It’s easy to understand, but you and I come from the countryside and have a deeper understanding.”
Thinking about the indistinguishable operations of the folks in the countryside, Da Qiangzi sighed helplessly, “We. In that village, there were only a few people growing garlic one year and making money at first. Many people didn't believe it.
The next year, these people's relatives followed suit and made money.
In the third year, almost everyone in our village set aside their fields to plant garlic.
So”
He spread his hands. "That year, during the Chinese New Year, although there were no cases of people starving to death, almost all families did not even have meat on New Year's Eve."
Qing Yun shook his head after hearing this, "We The village also suffered such a disaster when growing garlic sprouts. This is actually equivalent to transitioning from maturity to the next stage in a very short period of time. There is an extreme imbalance between supply and demand.
So. The price of garlic and garlic sprouts rose and fell sharply in several years, and then returned to equilibrium.
However, this is unavoidable in all commercial economies. ”
The market is a guide. Great.
But sometimes this baton is a bit blind, and total social resources will always be wasted.
How to make the baton smarter is not something that private entrepreneurs like Qing Yun should think about.
“Their purpose of expanding production capacity is to seize market share. But the efficiency ratio of expansion at this stage is declining rapidly. From a long-term perspective, it is more beneficial not to expand than to expand, and the period of rapid expansion should even be cut off. Some ineffective positions brought by them."
At this point, Qing Yun paused and clinked the glasses with Niu Qiangdong again.
His drinking attitude is that he must become famous and drunk. This does not mean that he must drink excessively, but he must drink to the fullest.
Besides, the beer has been boiled, so the alcohol is actually nothing. What’s more, the great Qiangzi is famous for his large drinking capacity, so Qing Yun just turned on all the fire.
Niu Qiangdong was also honest. While drinking, he quickly recorded in his notebook.
However, he still felt a little regretful.
I should buy a voice recorder.
“The second biggest taboo at this stage is blind optimism.
I feel that the growth period is good. After I make a lot of money, I start to drift off. I feel that I am invincible and the future is bright. This business can last for a long time
This.It’s a big no-no, I don’t need to say more, you know the consequences very well. ”
Qing Yun glanced at Da Qiangzi with a reddish face in amusement, which was what Da Qiangzi was doing when he was making a tape transfer recorder.
After a classic price war After defeating his competitors, Niu Qiangdong has occupied 60% of the tape recording and recording machine market and has a net worth of nearly 10 million.
However, at this moment, the tape recording and recording machine has reached the end of its history, and there is a big cold. Affected by the special period, Da Qiangzi's business took a turn for the worse, and he had to start a transformation.
Qing Yun didn't smile at all, people will become angry if they are extremely embarrassed. He continued, "Third. , strategic mistake. "
However, Niu Qiangdong's expression changed.
He felt that Qing Yun was still talking about him.
However, Qing Yun's subsequent words dissuaded him. Feeling ashamed, "I said before, whether your product scores 80 points or 85 points, it actually doesn't mean much in the growth stage. Occupying the market is the most important thing.
However, in the mature stage, upgrading becomes crucial, and we must quickly complete the upgrade of our products and markets.
Why
At this stage, you need to dig deep, accumulate food, keep digging and widening your moat, hoard enough money, and tie yourself tightly to your customers. We must continuously improve our products and services to continuously improve customer satisfaction.
To put it simply, this is a period of strategic shifting.
At this stage, entrepreneurs need to quickly change from the expansion mindset of racing to gain ground to the defensive mindset of digging deep holes and accumulating grain.
Whether they can survive the fierce competition in the next stage Winning, to a large extent, determines whether entrepreneurs at this stage can quickly increase their business barriers.
So, why is this?"
Qing Yun asked and answered himself, "Because the fourth stage has arrived, the integration stage. "
He took a deep breath, and then smiled, "This stage is a raging war.
Why there is a consolidation period
Oversupply.
The industry market ceiling has been reached.
This is just like your successful business war in 2001.
The market capacity of China's tape recorders is only so large and has been filled by you. Suddenly a new channel vendor appears. How can it survive? He can only rob you.
For him, the easiest way to grab is to start a price war.
Lao Niu, you have more say than me in this regard. Come and tell me about it. I am really curious about the specific story of that year. ”
Niu Qiangdong looked a little dazed when he heard this. To be honest, this was the biggest gamble in his life so far.
As he told the story, the scene that year The price war slowly unfolded in front of Qing Yun.
The price war that Niu Qiangdong encountered in 2001 was very simple, but it was extremely fierce.
This is what happened.
There is one on Yizhou IslandThe big boss's Rhenide factory is the world's largest optical disc factory and has good relations with all recorders and OE manufacturers in the world, so his son wants to be the general agent of BJ.
This directly conflicts with Jingdong. The manufacturers think Jingdong is good, but they don’t dare to offend Rhende, so they simply go with Xini and get two general agents.
However, there are two general agents for the same goods, and the young man from Yizhou Island is coming in a menacing manner. He holds 5 million US dollars and vows to overthrow Jingdong.
Master Yidao was also in his 20s at the time, about the same age as Da Qiangzi. They were both strong-blooded and would see red with their bayonets in a single battle.
Master Yidao was angry and told all the buyers that Jingdong would always be 50 yuan cheaper than Jingdong. If Jingdong sold it for 50 yuan, I would give it away for free
The price war has reached Verton As for the quality of the meat grinder, a Sakura Yamaha recorder with a purchase price of 2,700 yuan, Jingdong sells it for 1,700 yuan, and Yizhoudao Gongzi sells it for 1,650 yuan.
Everyone who has done business knows that when you encounter something like this In fierce price wars, there is usually no good solution. Either the manufacturer intervenes to mediate, or they compete for strength. In the end, whoever can't hold on will get out.
The price war has reached the point of cash flow war.
Da Qiangzi only has a net worth of less than 10 million, and the other party claims to be holding 5 million US dollars in capital and will not stop until he defeats Jingdong. This is a dead end.
But the Great Qiangzi is the Great Qiangzi after all. When everyone thought he could not win, the Great Qiangzi showed his sword.
Despite the difficulties, open a shop opposite Mr. Yi Dao’s shop
If you lower the price by 50, I will lower the price by 50
Let’s see who is ruthless
< p>This kind of cruelty made Mr. Yidao, who had a sweet-tongued accent, very uncomfortable and miserable.After all, killing one thousand enemies would cost you eight hundred. Although he could afford the loss, the loss was painful.
But is Da Qiangzi a brainless person who only knows how to fight hard?
If this is the case, he will not achieve subsequent success.
When the recorder was sold at a loss of more than 1,000 yuan, he secretly ordered his employees to recommend it to customers when they met, saying that the other company was 50 yuan cheaper than me
The customer looked at it and thought, yes. For the same goods, Mr. Yidao is cheaper than Jingdong. Buying it
This is a big gamble for the Great Qiangzi
The Great Qiangzi knows that he cannot beat the opponent if he fights with strength. Yes, but we have to fight hard.
What should we do?
Simply let the other party bleed violently while showing a tough attitude
Let the other party sell hard. The more you sell, the more you lose. The more
He is betting heavily on Mr. Yi Dao, who claims to have 5 million US dollars, and he does not dare to continue to fight like this
Moreover, Da Qiangzi secretly sent his confidants to pretend to be customers. , constantly getting goods from Mr. Yi Dao, and then selling them at a loss of 50 yuan.
This move instantly made him lose more than 1,000 yuan per unit to only losing 50 yuan per unit.
A month later, Mr. Yizhoudao retreated with a loss of nearly 30 million yuan.
But don’t think that Da Qiangzi is comfortable. He lost nearly three million, but Young Master Yidao’s loss was ten times that of him.
In the final analysis, doing business is about making money. If you lose like this, don’t understand Jingdong’s strength, and have bad relationships with various manufacturers, Mr. Yi Dao’s father saw that his son’s business was successful. This bird-like thing should be withdrawn.
The Great Qiangzi fought a price war fiercely in the short term, making the other party bleed violently, betting that the other party would not dare to fight again
He won
However, Winning career, losing love.
Because the fight was so miserable, Jingquan’s parents did not want Jingquan to follow Niu Qiangdong to beg for food one day, so they took action decisively and must beat the mandarin duck.
Qing Yun, who had become addicted to gossip, saw that Da Qiangzi's mood was not right, so he quickly changed the subject, "At this stage, everyone is in such a painful way.
p>The total demand in the industry has stabilized, but the supply is obviously abundant.
The market has begun to enter a stage of scarcity.
At this time, any company wants to expand its territory. , can only spend several times the effort to steal customers and markets from others.
For a time, offensive and defensive wars have become the mainstream behavior of the industry, and all market participants are eyeing others'. Customers are also careful to guard their own customers.
This war is protracted and often starts with the most brutal price war.
Soon, the price war is over. If you don't move, you will start a cash flow defense battle, that is, work first, and then get money.
Then you will start to compete for products and services, and the costs will rise accordingly. /p>
In the end, it is a comprehensive and bloody battle, with the goal of eliminating opponents and sacrificing profits and cash flow in order to maintain market share.
Thousands of companies can only decide. Only by winning or losing can we achieve final industry peace. Many entrepreneurs find it difficult to adapt and fall into anxiety and suffering.
So, the integration period is bound to come.
When the integration period. When he arrived, there were also a few big taboos."
Niu Qiangdong, who was still a little sad at first, suddenly focused his attention when he heard Qing Yun's words.
He actually fell at this stage.
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