1, multi-millionaires are blown out by "artillery tactics"
10 years ago, a clothing store named "One Plus One" was quietly born in Guangzhou. The boss was 20-year-old Chen Zhanhong.
10 years later, "one plus one" developed from a family clothing workshop to a clothing design company, and then "one plus one" industrial co., ltd was established. During the period of 10, Chen Zhanhong changed from a self-employed person to a big boss with more than 20 enterprises, with tens of millions of assets, and only exported clothing, earning about150,000 US dollars a year.
Such a rapid and remarkable development, in addition to the good weather, geographical location and people, superb market manipulation skills can not be underestimated.
"One plus one" industries include clothing, electrical appliances, footwear and catering. But clothing is the big part, and clothing income accounts for 80% of the total income. The updating of clothing styles and fabrics is based on seasons and months. How to keep the pulse of quasi-market in the rapid alternation is very important. Chen Zhanhong said that he used the "gun-throwing tactics", that is, every time he designed a novel garment, he had to put a row of "top guns" on the market to test the market demand, and then decided the second and third batches according to the sensational effect of the first row of guns.
The advantage of "one plus one" is that it bombards the market in a controllable way, and there is always room for every new product to enter the market. Never "bomb" too much, just stop. Chen Zhanhong's idea is that customers buy things just like eating. If something is too full at once, they will get bored with it and stop being interested in it.
The product is disposable, but the trademark is long-term. If you are tired of the "one plus one" trademark, it will be difficult to open the market in the future. Therefore, when every new product sells best, the next new variety is mature. In this way, you can constantly bombard the market with "fast" and "new".
In order to ensure the "fast" and "new" characteristics of "one plus one" products, Chen Zhanhong attaches great importance to information, and strives to transform information into products in the shortest time and seize the "tide" of clothing. At present, there are as many as 20 styles of "one plus one" suits. "Fast" and "new" may not win the market. The real owner of the market is the customer. Only by winning customers can we win the market and ensure the "prosperity".
As a result, "one plus one" introduced the methods of "tailor-made" and "lifetime warranty". Overseas visitors, married customers and some special customers can go to "one plus one" to tailor high-end suits. The methods of "one plus one", "tailor-made" and "lifetime warranty" are generally introduced. Overseas visitors, married customers and some special customers can go to "one plus one" to tailor high-end suits. Anyone who buys a suit at "one plus one" can also have a "lifetime warranty", and a suit that doesn't fit fat can also be modified to fit. This "one plus one" clothing store specializing in suits has expanded from one to seven, but it still can't meet the demand.
2. The annual salary of a handyman is 500,000.
He is a loser, a liar and a deserter in the mall. No one takes him seriously because he has no condition to compete with others. Then, how did Su Hongda get ahead of his peers on the road to success and make the company's annual income exceed 500,000 yuan? Su Hongda was not uncommon last year. At the age of 35, he was a handyman in a factory. His monthly income can only support a family of three, and he needs his wife to do some odd jobs for others to help make up for the family. 35 years old is a turning point in HTC's life. One day, he passed a real estate agent near his home and found the staff in it dozing off. Although the sale was busy at that time, it happened that only the real estate company was deserted, and there were very few building materials posted at the door, accompanied by the company's transfer news. HTC suddenly had a brainwave and thought it was a rare opportunity. Although he didn't have enough money to do some small business, his mother-in-law had a lot of savings, so he decided to discuss it with her. When he started his business, he reduced the client introduction fee to a minimum and only got half of the commission.
In addition, he adopted the policy of "stalking and beating", not afraid of wasting his breath, and constantly introduced suitable houses to customers. Less than the last moment, the other party finally found his ideal house, and he will never give up easily. Many customers come to real estate companies to buy houses, but they have no ideas in their hearts. If the salesman knows how to grasp his own psychological weakness and serve customers sincerely, customers will naturally rely on you and will not buy from other real estate companies.
Step 3 borrow chickens to lay eggs
In modern economic activities, when their own economic strength is insufficient, they want to develop their careers. Many people will also borrow money, invest in production, earn money back and develop their own strength. This business strategy is also called "debt management, no money to travel all over the world." However, today, as we all know, "chicken" is not so easy to borrow, and many skills should be paid attention to. Giving people the word "trust" is the fundamental solution in borrowing chickens.
In Guangzhou, Yue Yaxian, a private entrepreneur with millions of assets, was poor at home. The salary of 36 yuan depends on whether he will do it or not, not to mention getting rid of poverty and even making a living. He is determined to make a career. Thinking of how many sons my neighbor Aunt Pan has in Hong Kong, I asked her for money. Began to borrow 10 yuan and promised to pay it back in a week, but he didn't touch the money at all, just locked it in a box and paid it back on time when it was due. After a month, he borrowed 20 yuan from Aunt Pan, and she decided to pay it back. He doesn't need it. The original money is refunded at higher interest. Borrowing again and again, returning again and again, half a year has passed, and I really haven't used any borrowed money. When Aunt Pan repeatedly praised her as "trustworthy", Yue Yaxian told her the idea and difficulties of opening a "small shop convenient for residents' lives". Aunt Pan was really cheerful and comforted him with a smile: "Don't worry, Yaxian wants to open a shop, and it's no problem to lend you 10,000 yuan." In this way, Yue Yaxian raised venture capital with good "word of mouth". Money is hard capital for investment and entrepreneurship. For people who have no money or lack of financial resources, as long as they can borrow money, they can get what they want. China Bank has more than 200 billion personal deposits. If you are a reputable businessman, you will never have to worry about lack of money.
4. Tencent
Ma Hua Teng, this name may be unfamiliar to you, but you must be familiar with the QQ image of the little penguin wearing a red scarf on the Internet. It has changed the communication habits of hundreds of millions of people, created the culture of the internet age, and brought a new profit model. QQ was conceived by Ma Hua Teng.
1984 Ma, who came from Hainan with his parents, used to like astronomy very much, but after all, it was a bit far away. When the computer appeared in front of him at this moment, he had a new owner in his life. When studying computer science at Shenzhen University, Ma's computer skills left a deep impression on his teachers and classmates. He is not only the "nemesis" of all kinds of viruses, but also brings a good solution for PC maintenance in schools. At the same time, I often make some practical jokes about locking the hard disk, which makes the school computer room administrator laugh and cry.
1993 After graduating from Shenzhen University, Ma joined Shenzhen Runxun Company and began to work as a software engineer. 1997, Ma first met ICQ. As soon as they met, he was attracted by its infinite charm and immediately registered a number. But after using it for a while, he felt that it was not easy to popularize ICQ with English interface among users in China. So he thought, can I make a Chinese version tool similar to ICQ?
1998110 In October, Ma cooperated with his classmate Zhang Zhidong to register Shenzhen Tencent Computer System Co., Ltd. and decided to develop a Chinese ICQ software. Since then, he has embarked on a journey of entrepreneurship.
Like other start-up Internet companies, capital and technology are Tencent's biggest problems. "The first is the lack of funds, and the funds can't keep up with the software." 1' 1999 At the beginning of this year, Tencent developed the first ICQ with China flavor, namely Tencent QQ, which was welcomed by users. When Ma was in financial trouble, he came up with the idea of selling QQ, and successively negotiated with four companies, all of which ended in failure. The horse had to go around to raise money. 1999 In the second half of the year, from the United States to China, the Internet began to heat up. Inspired by his old friend Ding Lei's overseas financing, Ma started to look for foreign venture capital with a business plan revised six times and more than 20 pages. Finally, he met IDG and PCCW, who invested 2.2 million dollars in QQ. Since then, a new round of entrepreneurship has begun. As of September 2004, the total number of registered users of Tencent QQ was 3. 5.5 billion, active users 1. 65.438+09 billion, 7.3 million online QQ games and 780,000 online QQ games, making it the largest leisure game entrance in China.
Ma Hua Teng's success is attributed to his good luck. Ma Hua Teng concluded that it is the focus on QQ that has made me who I am today.
"He is a dedicated person", and almost all industry partners will use the word "focus" when they mention this 34-year-old boss. In the past five years, Tencent has been doing, and only done the improvement and standardization of QQ services. It is the only company in China that focuses on online instant messaging.
Ma Hua Teng spends most of his time online every day. He only goes online for one purpose, exploring new business opportunities in the corner of the internet. QQ Show is a piece of fat he found on the Internet. By chance, Ma discovered that a service to dress up the head was launched. Ma thought it was very interesting, so he learned that set of things from Korea and moved it to QQ to promote it. At the same time, he found some famous mobile phone and clothing companies, such as Nokia and Nike, and asked them to download their latest products through QQ show users. On the QQ show, there were various products brought by these companies, such as clothing design and mobile phones, which quickly swept the world of Q family, while Tencent didn't spend any money on QQ show's clothing and accessories.
Ma said that at present, this business is growing very fast, and more than 40% users have tried to buy it. Ma calculated that if every user is willing to spend 1 ~ 2 yuan, the income of QQ Show alone is unimaginable. Ma's unique vision once again made money for Tencent. In the first three quarters of 2004, Tencent's profit reached 3. 2.8 billion yuan.
Ma's business philosophy is: "Ask yourself three questions".
Question: Are you just good at this new field? Most of his competitors are interested in business, profits and capital, but they don't necessarily have to be able to grasp the real needs of customers; Ma, however, relies on his vague but predictable understanding of the online market, sets up a shelf with almost paranoid interest and almost fanatical work enthusiasm, firmly adheres to the company concept with technology as the core, and focuses on technology development and quality improvement, which can certainly surpass his competitors.
The second question: If you don't do it, will users lose anything? The experience of being a software engineer made Ma understand that the benefit of developing software lies in practicality, rather than the self-entertainment of the screenwriter: "In fact, I am just a person who loves online life very much and understands what internet fans need most, so I develop the most useful things for myself and them, that's all."
Three questions: if you do, how much competitive advantage can you maintain in this new project? 1999 In the second half of the year, Tencent became bigger and bigger in the network paging system market, and found a big bucket of gold and silver. However, it also faces great choices: on the one hand, the paging industry is declining; On the other hand, the number of QQ users of Tencent has reached 1 10,000, and it is still growing rapidly. Earlier, QQ only existed as a by-product of the company, and Ma didn't know enough about the huge market value of QQ. In addition, whether technically or financially, he is not sure how much competitive advantage he can maintain. At that time, the strategy adopted by Tencent was "three-pronged? -Continue to consolidate the excess profits brought by the traditional network paging system; On the other hand, it pays more attention to the improvement of QQ functions and the development of new versions; On the other hand, seek the support of venture capital. Facts have proved that this strategy is correct.
5. From tramp to millionaire
Feng Zhijiu used to be a tramp, wandering around. Although he experienced hardships, he was penniless. 1990, Feng Zhijiu followed millions of gold diggers to the Pearl River Delta, only to find that it was already overcrowded. He wanted to work in a factory, but the factory refused to accept him because of his age and lack of skills. Feng Zhijiu was bored and wandered around the factory. He saw the workers running to the shops in the street with lunch boxes after work, and also saw the hungry tramps in the street. When he turned his head, why not open a small shop for migrant workers to eat?
So he settled down and rented a private house as a kitchen, taking two barrels of grain at noon and two barrels at night every day and selling them to the homeless. At the end of the day, he can earn 30 yuan. Soon, he scraped together 37,000 yuan, rented a 5-square-meter shop on Huangpu Avenue in Guangzhou, got a license, set off firecrackers and opened a fast food restaurant. When Feng Zhijiu's small restaurant opened, it attracted many customers just like flowers attract butterflies. His main knack for doing business is low fees. At that time, the restaurant fast food in Guangzhou was the lowest in 2 yuan, but it was 1 yuan. 1 yuan who won't come to dinner! Feng Zhijiu worked hard for a month, and earned 2000 yuan after checking out. Later, he added tables and stools, hired temporary workers, expanded the facade, and sold powder for breakfast and rice for dinner every day, all for one yuan.
So there are more than 500 customers every day, at least as high as 1000. The secret of his making money lies in small profits but quick turnover. Each serving of 1 yuan food actually doesn't earn money, but with good intentions, you can earn a few cents. If you can sell 1000 copies every day, you can earn 300 yuan, which is 9000 yuan a month. A tramp has become so good at business. A few years down, Feng Zhijiu has been worth millions. Until now, his fast food price is still 1 yuan. People call him "1 yuan enjoys wealth".
6. Stanivsky
The famous Russian dramatist Stanivsky once rehearsed a play, and the heroine suddenly couldn't perform for some reason. Stanivsky really couldn't find anyone, so he had to ask his sister to play the role. His sister used to be a costume prop manager, but now she suddenly plays the leading role. She has a feeling of inferiority and timidity, and her performance is extremely poor, which has caused stanislavski's irritability and dissatisfaction.
On one occasion, he suddenly stopped rehearsing and said, "This scene is the key to the whole play; If the heroine still plays so badly, the whole play can't go on! " At this time, the audience became silent, and his sister didn't speak for a long time. Suddenly, she looked up and said, "rehearsal!" " "I swept away my previous inferiority, shyness and formality, and I was very confident and true. Stanislas Fudge said happily, "We have a new performing artist."
This is a thought-provoking story. Why is the same person so different? This is the difference between inferiority and self-confidence.
7. A magician who makes money
1982, Zhou, who just put down the "young crops" and the Red Cross health box, was only a 24-year-old boy. The "barefoot doctor" lost his qualification to practice medicine, which also means that he will return to the ranks of farmers. In the Chaoshan plain with a large population and a small population, "there is no gold in the ground" is an old jargon that everyone knows. One day, Zhou, who was in a panic at home, was drinking morning tea in the town. I heard that Shanghainese love candied fruit, and all men, women and children love it, regardless of whether there are maggots in the preserved fruit salting tank. Zhou is a very mobile person. He went to Shanghai with 30 kilograms of candied fruit on his back and spent 70 yuan on the trip.
When he arrived in Shanghai, he went to several food stores with candied fruit, and the answer was almost the same: "I can't do business with you without a state-owned collective industrial and commercial license!" " That night, he spent it under the eaves of Nanjing Road. Keep a big bag of candied fruit and worry straight. One door closes and the other opens. In Rosty Yi, a hipster met him and promised to help him out. With his business license, bank account number and wholesale ticket, this fellow villager quickly sold 30 kilograms of candied fruit at the price of 168 yuan. The fellow villager gave Zhou 100 yuan in cash and left. Although 100 yuan was not a huge sum for Zhou Zhou at that time, what excited him most was that his colleagues earned 68 yuan in 10 minutes with their business licenses and made money like magicians. He secretly vowed: I also want to be a magician who makes money.
After returning home, Zhou got three business licenses: state-owned, collective and individual. In June+February of that year, in his hometown, he bought nearly 1 ton of candied fruit at an average cost per kilogram of 0.9 yuan, and went to Shanghai again. Because he holds various business licenses this time, his candied fruit business is particularly prosperous. This time, he made a net profit of 1500 yuan, which was his six years as a "barefoot doctor".
This success made Zhou even more ambitious. He set up a "preserved fruit purchasing station" in his hometown and rented an apartment in Shanghai. Every night, according to the sales trend of Shanghai candied fruit market, he asked his secretary to make a production plan and telex it to his hometown. At the same time, he chartered one of the long-distance transport fleets from Chaozhou to Shanghai every day. In the past few years, Zhou has become a famous king of Shanghai candied fruit market.
8, looking for a breakthrough
Shenzhen Haibin Real Estate Co., Ltd. was established in the summer of 1987, but until the autumn of 1990, due to system and management reasons, the company did not make great achievements. When Feng Xingmin, the current general manager, took over, the company had only five employees, an office, a telephone extension and a small piece of land. Faced with this stall, they started from the land they owned. In accordance with international practice, the planning, design, site management, infrastructure, sales and other real estate business links are dissected, so that each link can attract the best talents to their own projects. In this way, the whole real estate operation becomes a systematic project, and the employees of the company focus on the macro-control of the project, as well as economic calculation, market analysis and information collection. In that year, it received remarkable economic benefits. Achieve a per capita foreign exchange earning of HK$ 2 million. With a profit of HK$ 650,000, the company jumped from a loss-making enterprise to a remarkable profit-making household.
9, small boss big thinking
Guangzhou Plastic Flexible Packaging Factory is a small welfare factory. In the factory 100 employees, the disabled account for 54%. The audit results in 1986 show that the working capital of 270,000 yuan was completely lost. He owed more than 400,000 yuan in debt and has reached the point of bankruptcy. At this point, Xie Yao is in danger. After taking office as the factory director, he introduced the risk mechanism and gradually contracted the workshop collectively, which quickly turned the enterprise into a profit. 1988 for risk contracting through bidding, the contractor has to pay 20,000 yuan in risk of mortgage first, so as to ensure that the profits handed over to the factory department will increase by 7% every year, and the income of workshop workers will also increase by 7% every year. Risk mechanism urges contractors to try their best to maximize commercial profits.
Because the carton, carton and plastic workshops are independent product workshops, the contractor can operate independently, which makes them get rid of the complicated mechanism of the business department and can schedule the production, supply, sales and living business expenses, and their business operations are extremely active. They carry out piecework for workers in the workshop and contract tasks for supply and marketing personnel, which reflects heavy rewards and heavy penalties. All of a sudden mobilized the enthusiasm of the workers. The machine utilization rate of Class 6 in plastic workshop increased from 4% before contracting to 97%. The production of the whole factory shows good signs of prosperity. In the past three years, the risk management mode of risk contracting has made the profit of the whole factory reach a record high, 199 1 year. The profit is 380,000, which is five times that before contracting. The average monthly income of employees has increased by 84% compared with three years ago. In addition, they added eight machines and equipment and paid off their debts.
10, strive for success.
God helps those who help him. The so-called "Emperor Heaven" is actually the embodiment of our own spiritual strength. In the vicissitudes of fate, we can best see people's wishes: when it is calm, it is as light as a boat; When the wind and waves are heavy, it will be like a wild horse. Zhang Bishi, Zi Zhenxun, was born in Tai Po, Chaoshan, Guangdong. /kloc-at the age of 0/7, there was a famine in my hometown. He bid farewell to his family and fled alone, and came to Batu, the Netherlands (now Jakarta, Indonesia). During her graduation internship, Zhang Bishi paid special attention to observing the local and foreign economic conditions and studying what kind of business is easy to make profits. After making a fortune from buying and selling wine, he expanded to reclamation, construction, finance, transportation, mining, commerce and other industries. In the heyday of the enterprise, the capital reached 780 million taels of silver, so it was known as the "rich man of Sudao". In Zhang Bishi's life, the establishment and success of Changyu Brewing Company can best illustrate his hardships and achievements in starting a business.
Zhang Bishi started to build wineries on 1892. From the beginning, he adopted the policy of slow and steady, and set out to build a raw material base. After many twists and turns, the company spent a lot of money and finally built a vineyard with a variety of 124 in 1906, covering an area of more than 1,000 mu. At that time, the wine production in China was all manual operation, and the equipment was backward, so it was difficult to compete with the new production technology in Europe and America. In order to improve competitiveness, he attaches importance to science and technology, introduces talents, trains talents and introduces advanced technology and equipment.
He looked for sommeliers everywhere and hired them heavily. After many twists and turns, the company finally mastered a full set of equipment and key technologies. After the product came out, Zhang Bishi took pains to explore the market. First of all, he pays attention to improving the reputation of products. Secondly, he pays attention to the psychology of consumers and the art of advertising. Third, make full use of overseas Chinese's attachment to the motherland and Zhang's influence on overseas Chinese in Nanyang, explore foreign markets, and specially extract promotional materials of Changyu wine for overseas Chinese to give widely. In addition, make extensive friends with upper-class people and get support from all sides. Finally, the unique Changyu wine finally attracted the attention at home and abroad. Kang Youwei once wrote a poem for Changyu Company, "Drink Changyu wine lightly, transplant Fengtai peony flowers, write a new sentence by Fahua, and be happy if you meet at home". 19 12 years, Dr. Sun Yat-sen personally presented Changyu Company with the four characters of "fragrant incense and liquan". Especially in 19 15 Panama International Trade Fair, Changyu Company's brandy, red wine, Qiong Yao liquid and Yishou pulp won the gold medal, and "Golden Brandy" became famous all over the world.