Five Star Holdings Wang Jianguo: Deepen the track with "plant spirit" and promote growth with "animal spirit"

整理：牧童学 编辑：九录

2022年7月29日,New consumer unicorn black lab1期In the five-star holding formal opening,Lab supervisor、The five-star holding group chairman jian-guo wang has carried on the topic to share.

Jian-guo wang in his early years at jiangsu province business hall,1998Founded in the sea electrical appliances chain brand five star,It industryTOP3.2009年,In the industry peak,Jian-guo wang profession,Sell five star after second venture established five-star holding,Produced the huitong da（09878.HK）、孩子王（301078.SZ）两家上市公司,And good at home, such as a batch of a unicorn、瞪羚企业.Business at the same time,The five-star holding on2018Star, founded in capital,At present, the management scale has super120亿元,Invested in China flying crane、中创新航、极兔速递、Giant creature a number of industry leading star enterprise.

“Life is used to for”,Jian-guo wang almost every ten years is to click on a“刷新”,Under the constantly rising to find their own a growth curve.

In the face of new business opportunities and challenges of the digital age,,汪建国认为,Before doing business is more competitive logic,But the digital age requires symbiotic logic,“User requirements is becoming more and more personalized、多元化,Single enterprise's ability is limited,We must unite with all forces that can be united,一起做事、共生共赢.”

The following topics for jian-guo wang sharing from the content of the.

欢迎大家来到New consumption unicorn black lab,Welcome to the five-star holding.

2009Years I sold five star after America's best buy a business,过去十多年,We are in different areas、Different patterns of trials were carried out in different market segments.Gratitude the era and the development of new technology,We see the industry restructuring opportunities.

今天,Industry rise of the Internet is,We should grasp the trend of,跟上时代的步伐.与时代同频,才能不被时代淘汰,Can't people in the halfway up the hill,Thought is at the foot of the mountain.

01

1Number is the real enterprise development bottleneck

The degree of the enterprise development,Founder ultimately depends on、1On the structure and cognitive.

1、Entrepreneurs must have certain pattern,要有野心.

人生短暂,This time don't work,When you spell.Investors are willing to cast a pattern of entrepreneurs,Do you have a wish he is willing to accompany you,You don't want to do big,Why did he give you money？

Entrepreneurs must have faith,要相信相信的力量.One thing seems impossible,但只要你想做,Will make it a.

2、Founder must constantly improve cognitive,改变思维方式.

We're going to use growth thinking what to do.Since to do new business,Can't rely on past experience.经验是个好东西,Is also a bad thing,Because it is so easy to let us produce path dependence.Past experience and genius is memory,But growth will create incremental,我们不熟悉、不擅长的领域,是挑战,也是成长的机会.

If your business in a foreign country,You get used to foreign markets,So the domestic market is your challenge,Is your opportunity to grow.

02

追求真相,抓住本质

Actually a lot of things is not complicated,Is that we think of it complicated,The core is to seize the essence.

1、The nature of the business does not change.Personally, I understand that the essence of business is to create a customer.We also established companies,Many people ask me how？没有什么秘诀,Is to focus on customers.

2、The essence of management does not change.Management means a lot,But the essence is the authors efficiency,To promote the efficiency of not bring,It is a good tool and system are to review.

3、The nature of the business does not become.Doing business is to create profit、要赚钱.以前,Money is the traffic flow,There are traffic to make money.如今,Burn time has passed,Today's business environment、The competitive situation and ten years ago when I started very different,If business is money,It must be a big problem,And industries by Internet to burn money is not to come out,We must return to make money on the main.

03

感知变化,提高认知

我们要发展,要进步,First of all to improve cognitive.In an era of changing,The only way to cope with change is to learn、思考.Over the years I have several basic understanding in business：

1、用户变了

随着技术不断进步,The user completely changed.Users become more personalized、多样性.Now the user is the age of sovereignty.No matter you are in which the circuit、Which part of the supply chain,All must manage users.

首先要“了解用户”,A lot of people think is understanding user,In fact far away from the market、远离用户.Once the don't understand the user,The foundation of you don't,Companies are also hard to do.

Secondly to and user“建立关系”.How can I have a relationship？Interaction is relationship.King stores,Must be held every year one thousand customers exchanges,Purpose is to understand customers and in the interaction with customers to build a relationship.

Have the relationship we have to think how to make the customer to us“产生信任”,This needs us to stand in the user's point of view,What they didn't think to good.Employees such as king to redefine the,They are parenting consultant,Let them know your not in selling goods,But in providing services for mother and child.

再次,在信任的基础上,还要“建立信赖”.King packaging solutions for our,Tell them the plan have70%The user used,The plan has50%The user used,And render the user evaluation of plan,When the choice of such a novice users need not big ideas,Can make a decision soon.这种方案的好处就是,Users depend on you、信赖你.

最后,在前面的基础之上,And the user“Form an”.Emotions must be in closer and frequent exchange of.We give the members decomposition to parenting consultant to business and service,Employees and users have more one-on-one communication,We can know each other,To have an emotional connection over time.

2、基础设施变了

Technology for productivity greatly improve,Commercial infrastructure is more intelligent.Originally we drive just dart road,Now have high-speed rail high speed,Now the enterprise no matter what to do,All must embrace new technology,Must be online、数字化,You don't digital will lag behind.

3、The bottom layer of business logic has changed

Before we do business by resource driver、流量驱动,Has good property and location is not afraid of no business.But now only by online drainage of selling goods,It is difficult to build the brand,We should not only have traffic,Also must have full link thinking.What is the link？Is the production and marketing integration,向上捅破天,Living root down.

The original business logic is competition、比较逻辑,Like a tiger to the,We this batch of people,As long as I can run faster than you,I would not have eaten by a tiger,Because the tiger can't be choosers,Who runs will be eaten by a tiger behind.但是,What if we met a group of tiger？Only you and your team to study how to deal with the tiger.团结、Is it possible to symbiotic win-win cooperation.We must unite with all forces that can be united,To do things together.

04

不要简单模仿

In order to create a unique pattern

创业的方向、赛道选择很重要,巴菲特说,Has a long slope of snow,The greater the snowball to rolling.But on the model,We cannot simply imitate others,To try their best to create differentiation、独特性,The best competition strategy is likely to be less competitive.

Founded by king,I took my team to study at home and abroad to investigate,Will the retail elements of various advanced,Continuously explore and practice,In order to build king's unique business model.

Nice model is not one day grow up.There are two kinds of entrepreneurship to spirit,A plant called the spirit of,One, called the spirit of the animal.

The spirit of the plant is selected the track you,Will be like a plant,Root in situ、吸收营养、不断生长.

What is the animal spirits？You are no matter which track,Have to run、创新、进化、迭代.做企业,总会遇到瓶颈,Sometimes give up is the precondition of obtain,有舍才有得,To find the second life curve.

05

去中心化

Built to meet the needs of users and employees of the organization

Both brands and distributors,Can't just sell goods,Must establish a real user-centered business model,At the same time looking for a profitable way to earn money is not dependent on commodity price difference,通过商品+服务、软件+硬件……Achieve more profit.

更关键的,We want to build a kind of to meet the needs of users and staff the organization form of.

Of the digital age, the enterprise must be decentralized,不要以“我”为中心,要忘记“管”,忘记“我”,More energized and service.

Our original organization as the train pull carriages,Traditional organization form is a product industrialization economy,Is a functional organization,The train runs faster unhappy,Depends on how car with.

时代不同了,Train and the train now,Bullet trains can easily run to speed300多公里,But to a locomotive pull so many cars,Speed must be run up.为什么？Because the train is multipolar drive,除了车头,There are several carriages have power.

It's like our organization,Only by founder、CEOA man is not enough,我们的组织,Must each compartment is the drive of、Have power.因此,Our organization is flexible to a certain extent,Is not level,Is to be able to give full play to the individual ability of.

组织层面,We advocate a distributed development,From the train to the train,From a ship to form a fleet、From closed its own organization to open、And ecological symbiosis boundaryless organization.

员工层面,Can need from control to fu.企业即人、People in which companies,We need to know the digital age employees,A live anchor is an enterprise,Our organization must inspire individuals,人人都是CEOTo form the flywheel effect.

We want to redefine employees,They are not screw,It is not only the hands and feet,We put the king s redefined as parenting consultant,Parenting skills training、Get your parenting teacher license,Full service member;We need to use the digital tools、The use of all resources assigned to frontline staff management,Let the frontline staff to call fire.

文化层面,We have to think about your business building culture,如果没有,It's a big problem.

Culture is the atmosphere and habits.Enterprise must have a core values,Values can be soil,Don't be too western style,Don't catch pop,Don't chase fashion,Is something employees understand.To give the team a distinct orientation,What do you advocate、反对什么,Want to let all staff to know these claims.

问答互动

问1：如何提升认知？

汪建国：第一,To the user to learn;第二,向比你强的人学习.Founded five holding,I use a third time and outstanding entrepreneurs and investors learn;第三,复盘反思.

To improve the cognitive,Even standing in the higher dimensions than now see a problem.We need to spend time in study trend、The change of the market,Spend time on the inventory and construction of organization and people.

问2：如何做数字化？

汪建国：We are in the process of digital,有一些感悟.总的来说,Digital is geared to the needs of production,The key is to serve users、Bring more business.不能为了数字化而数字化,要量力而行,I don't think startup phase can affect business,Construction can be gradually with the development of enterprise scale.

另外,Rapid development in technology and infrastructure,There were no electricity,We need their power generation,But there is electricity now,We have a generator is not worth.Have some tools and systems on the market,Can be used just try not to develop their own,But touch the part of the user must be your own,要自己去做.

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