"knowledge" emboldens "courage"
People often praise a person for his courage, but underestimate a person's courage and foolhardiness. Therefore, courage and knowledge, courage and strategy cannot be separated.
there is no doubt that making money requires boldness. But we can't ignore the importance of business vision because of one-sided emphasis on courage. It is true that those who became rich at the beginning of reform and opening up have much more "courage" than "knowledge". Because there were so many market opportunities at that time, as long as you dared to fish, you could make some money. And now? If you don't analyze the market yourself, you will rush headlong, and that failure is certain.
In On War, Krausevitz pointed out that an excellent general should develop his courage and strategy in a balanced way. Courage is greater than seeking, which will lead to failure because of acting rashly; Seek greater courage, and back to delay the fighter because of conservatism. By the same token, businessmen must not neglect both courage and insight in order to walk fast without stumbling.
The national ginseng antler market is not in the northeast of the ginseng antler producing area, but in Wenzhou, thousands of miles away. Don't you find it strange? What is even more incredible is that the same level of ginseng, Wenzhou is cheaper than the northeast. Here, ginseng is 19 yuan per kilogram, which is lower than Changbai Mountain in the northeast of China, 1 yuan. Is Wenzhou a fool? Of course not.
It turns out that the ginseng antler business of Wenzhou people usually orders at least 1 tons for the first time, and pays for it on the one hand and delivers it on the other, thus winning the trust of the northeast people. After the relationship is ripe, Wenzhou people pay a deposit of 2%-3% first, and settle the account immediately after selling. Northeasters feel that the goods are piled up in their own hands, and they can't be sold for a year. Wenzhou people settle at the end of the year. Why not? How can people in Wenzhou make money by selling ginseng at a low price? In fact, what Wenzhou businessmen need is capital. The price of ginseng per kilogram is cheaper than that in Northeast 1 yuan, and merchants at home and abroad have to go to Wenzhou. This kind of financing method, which does not depend on banks, can use 1 yuan money as 4 yuan money. The realized funds can be used to do other businesses five or six times a year, so that by the end of the year, although the ginseng business is losing money, other businesses are making full profits.
Wang Junyao, a famous Wenzhou businessman who died young, is often talked about by people for his daring to fly. But little is known about his business vision of being able to assess the situation in business.
In the Spring Festival of p>1991, he and a group of Wenzhou friends went home from Hunan to spend the Spring Festival. During the long journey of 12 kilometers over the mountains, he inadvertently said that the car was too slow. A fellow villager joked and sarcastically said, "The plane is fast, you can go back by plane." I didn't expect a joke to make bold Wang Junyao step into the door of Hunan Civil Aviation Bureau, and actually package the plane.
Wang Junyao invested the first bucket of gold in the dairy industry. He carefully analyzed the situation and market structure of dairy industry: "China is the only country in the world where the annual consumption of liquor exceeds that of milk, and the annual per capita consumption of milk is less than 7kg. Wealthy China people pay more and more attention to health, and more and more people will drink milk. " So in 1994, he founded Junyao Dairy Company. Today, more ordinary people know about this Wenzhou businessman through the "Junyao" brand milk in the supermarket.
In p>1998, Wang Junyao won the right to operate hundreds of taxis at an average price of 7, yuan each in his hometown of Wenzhou. It seems that he has suffered a loss. In fact, his "small abacus" is very elaborate. Every car is hung with the brand of "Junyao" so that everyone who comes to Wenzhou can always see "Junyao" first. Running all over the place is the brand of "JuneYao", which is a huge intangible asset.
While all the people in Wenzhou knew who Wang Junyao was, he bought land in Gai Lou and moved his headquarters here. This move naturally has his shrewdness. He explained: "Now I am 4 years old. Like some bosses in Wenzhou, I have eaten and drunk all my life. Isn't it good to earn another 12 million yuan a year and go abroad? But when I arrived in Shanghai, it was like a grain of sand falling into a pile of stones, which was too insignificant. I know my way with my eyes closed in Wenzhou, but I can't get down when I get on the Shanghai viaduct. Why is that? Shanghai is too much like new york in the United States. Its human resources and information resources are inexhaustible. Only by developing in such a place can I make a breakthrough and make a qualitative change in my career. "
A courageous and insightful badge king
Shopping malls are like battlefields, and the brave win when they meet in narrow roads. Of course, businessmen must have the courage to be fearless of difficulties and risks. But courage is not recklessness. If you blindly bump into others, you will treat ignorance as courage and foolhardy, and you will only be defeated. Excellent businessmen can make decisions and put them into practice decisively because of their courage, knowledge and experience.
The founder of Jinxiang Badge Factory is Chen Jiashu, a famous badge king in China. China badge king Chen Jiashun's ancestral home is Jinxiang Town, Cangnan County, Wenzhou. In the early 198s, the family industry flourished in Jinxiang, and every household produced school badges, signs and commemorative medals. Chen Jiashu, who is in his early 2 s, also became a sales team and began to travel around selling badges.
in the spring of p>1981, he came to Shanghai with a sample of the school badge, and ran for a week without selling any badges. In desperation, he remembered Taiyuan Mining Bureau, where he had participated in the performance, and took a long-distance bus to come here for more than ten hours. It only took a week to book the school badge business of 7 yuan, and this time he earned 3 yuan. This is the first bucket of gold he dug up.
From this, he saw the huge market prospect of the badge industry. At that time, there were a lot of home processing points and small workshops for badges in Jinxiang, and he decided to set up a factory to expand his competitive advantage. In 1983, at the age of 27, he and four friends raised 2, yuan to buy some old equipment, and invited a master to set up a factory in Shanghai, the first manufacturer in Jinxiang to produce badges with mechanical equipment. Later, he took over some badge processing workshops. In 1985, a partnership invested 29, yuan to recruit 7 workers to expand the scale, and Jinxiang Badge Factory was officially registered and founded.
In September, 1986, Jinxiang Badge Factory, which had begun to take shape, held a product observation meeting at Ruyi Restaurant on the Bund in Shanghai, and exhibited its promise of "compare quality, compare price, compare reputation and compare speed". Jinxiang Badge Factory became famous, and overseas merchants from Shanghai and abroad came to order.
however, the golden period crisis that is developing is also accompanied, and shareholders have serious differences. Some people advocate keeping the status quo and moving forward slowly. Some people think that once the money is available, the company will break up ... Because people are divided and have different opinions, factory management is sluggish, production is rapidly declining, and the output value is declining, and the market is becoming increasingly depressed. By the end of 1987, the factory was in chaos, and the products were repeatedly defeated in the competition, even losing more than 2, yuan.
in such a situation, the shareholders decided to sell the badge factory for 35, yuan. Some people even expressed their views; Who wants it, willing to take out 2 thousand and post it to him! No one dared to take over at that time. Among the shareholders, Chen Jiashu is the youngest, but his keen insight makes him optimistic about the badge market, so he bought the factory wholly, and after taking over, Chen Jiashu fell into a difficult situation of life and death. After thinking twice, he made two moves: First, he introduced a batch of advanced equipment to improve the hardware production level; The second is to send people to Shanghai to recruit talents and hire senior technicians with high salaries. At the same time, we will strengthen the construction of management systems such as production, finance, supply and marketing ... After some efforts, we finally turned losses into profits after one year, and Jinxiang Badge Factory gradually embarked on the road of development.
Chen Jiashu also showed his extraordinary courage in winning the big order of American police badges.
In the Spring Festival of p>1993, a friend from Wenzhou called Chen Jiashu from the United States to provide information: The United States Police Headquarters wanted to change police uniforms. Chen Jiashu immediately went to the United States to engage in business. Unexpectedly, the US Police Headquarters disdainfully said, "Can you China people produce first-class badges?" Chen Jiashu said superciliously, "There is a saying in China that what you hear is false and what you see is true. You might as well send someone to make an inspection, and I will pay for the trip.".
The suspicious U.S. Police Department really sent two officials, and Chen Jiashu asked a worker to demonstrate on the spot-the whole process from feeding to finished product production took only 35 minutes. Americans are amazed after watching it. A few days later, they reported back to China with 1 samples. Soon, the production right of 68, sets of police badges was handed over to Chen Jiashu.
Because of the success of this business, the United Nations Secretariat soon sent a letter asking about the production of military emblems for United Nations peacekeeping forces. Since then, Jinxiang Badge Factory has successively produced a large number of military badges for military police in Britain, Russia, Saudi Arabia, Argentina, Laos and many other countries. It is no exaggeration to say that today, the product showroom of Jinxiang Badge Factory has become a military emblem museum of all countries in the world.
"Courage with knowledge" is true courage
There is only one step between courage and ignorance. Courage with reason is an adventure, and courage without reason is a blind bump. If you want to make money, you must distinguish between the two, what is brave and what is ignorant. Ignorant blind bumping can only make business fail.
when discussing the growth history of enterprises in China, some data are quite impressive: the average life span of enterprises in China is about 7 years, that of private enterprises is only 3 years, and less than 1% of the 5, private enterprises in Zhongguancun Electronic Street have lived for more than 5 years. This is because many enterprises rashly advance irrationally, get dizzy after getting some achievements, and it is easy to make rapid expansion decisions. Moreover, they lack scientific strategic plans and do not pay attention to basic management, which is of course easy to lead to failure.
at the beginning of the reform and opening up, a large number of entrepreneurs were successful because of their "courage of ignorance" that they were not afraid of heaven and earth. The newborn calf is not afraid of tigers, not because it is more powerful than tigers, but because it doesn't know how powerful tigers are.
in the long river of historical development, there will be many stages that can provide a stage for this "courage of ignorance". And courage is an essential temperament for explorers who are ahead of the times. However, if courage is the first way to conquer the world, you must rely on "knowledge" if you want to sit firmly in the world.
The place where Wenzhou people can make money lies in: the entrepreneurial success that was rushed out by "the courage of ignorance" in the past, and the rules of the game of the cotton team's market economy have been greatly changed today. They are no longer blindly brave, but on the basis of wisdom.
Zhou Jianyun, the chairman of Qihao Company, has the inherent characteristics and business talent of Wenzhou people. After completing the initial capital accumulation, he is not only the first to be the general agent of world famous brands in China, but also the first in China to acquire world famous brands, becoming the sole trademark holder of the world-famous Italian woodpecker brand in the world, and having the right to use woodpecker trademarks in more than 7 countries, such as Italy, Britain and France. Both of them are pioneers and are called the first to dare. What is the reason why Zhou Jianyun doesn't take the stove of "small commodities, big market" that Wenzhou people like? He said: "The planned economy is a product economy, and the market economy is a brand economy. Marlboro brand is worth more than $3 billion, Coca-Cola is worth $24.4 billion and Budweiser is worth $1.2 billion. Can the American economy take the lead? It relies on high technology and strong world-class brand advantages. However, it often takes a long time for us to create famous products and fine products and enter the international market, and the road is also very difficult. Many China products are made by big foreign brands and enter the international market. In this way, the excess profits are taken away by foreign bosses, and we only have to earn some processing money. Therefore, we must change the situation that China sells coolies and foreigners make big money. "
Therefore, Zhou Jianyun spared no expense to buy world famous products, so as to achieve the goal of backdoor development. Take advantage of others' brand advantages, resource advantages, network advantages and management advantages to develop and strengthen the national economy and realize the rejuvenation of the Chinese nation. Mr. Zhou's courage, boldness of vision and international vision are worthy of being the elite of a new generation of Wenzhou business circles!
There is a popular saying that choice is more important than hard work./Although successful people work hard, hard workers may not all succeed. Ninety-nine percent of efforts are sometimes inferior to that one percent of choices. If you choose the wrong time, industry and project, you will be doomed to ultimate failure from the beginning. Passing people's knowledge is the best guarantee to make the right choice. Wenzhou people have gone through the stage of foolishness and courage, and gradually developed into the stage of courage and resourcefulness, which is where all businessmen should learn.