My opinion on Shi Yuzhu's marketing experience.

Shi Yuzhu summed up the marketing methods of private enterprises in China based on his years of experience. Next, follow my footsteps and see what I think of Shi Yuzhu.

Shi Yuzhu: I read the article 1 1 Thinking about marketing. People are the most precious wealth of an enterprise.

Team building is a huge systematic project, and it is the first important factor in running an enterprise. Whether investing or starting a business, the core factor is people. The giant is up again, and there is not much money. In fact, it still depends on these people. People are really critical.

When I fell, I was still very young, in my thirties. I think I can get up because I'm still young and don't admit defeat. The most important thing is that there are people around. Although I have fallen, my team has not dispersed and some employees have left, my core cadre team is almost 1/3 to 1/2. They also gave me encouragement. In addition, I came across another good product, that is melatonin. At that time, I thought this product could really work, so I didn't give up.

In the final analysis, market competition is still talent competition. There are three aspects about talents: discovering people, cultivating people and using good people. When I was in charge of the online game company, I gave an order to the personnel department to find how many people. After several years of recruitment, I feel that there is no breakthrough. Later, my condition was that you can find a good one, and I will give you100000.

2. Always ensure the safety of the company's capital chain.

When I had an accident in Zhuhai Giant, the debt ratio was as high as 80%. Later, I stipulated to myself that 5% of the liabilities are green and safe, 10% of the liabilities are yellow, and 15% of the liabilities are red and cannot be touched. In this way, our company will not have problems because of debt.

Looking back, in the past ten years, the bosses of well-known private enterprises in China went to prison for various reasons, but in fact they all had the same problems, all of which were caused by the high debt ratio. If the debt ratio is too high, the capital chain will inevitably have problems. If there is a problem with the capital chain, many illegal things will be done. Private enterprises have always done this. You'll be fine if no one checks. If I check you, you have a problem.

You see how many private enterprise bosses have been in prison in this 10 year, all of them are Mou and Yang Bin, who are known as the richest men in China. Counting, dozens of famous ones can be produced. In fact, they all have a common feature, that is, the capital chain is too tight, so after I see this, we will not embark on the road of debt, but embark on the debt ratio.

3. The top leader must seize the lifeline.

Marketing-driven company, I think the boss must grasp marketing and advertising by himself. As long as the boss doesn't catch it himself, this company is generally hopeless.

If it is caught by a vice president, then if the company has a chance, the boss will definitely be fired by the vice president in the future. Because the boss personally attaches importance to marketing, it means that the lifeblood of this company is in your hands, which is actually more important than your capital.

I think advertising is the lifeblood of the company, so I only focus on this one. I have done a good job on this one, and it is good to leave the rest to the team. It's called. The outline has been lifted? . That's it? Outline? Right? Outline? This is very effective, and everything else is easy. Like online games, it's different. I will develop online games myself. When I was in charge of online games, I didn't care about advertising, because I didn't need advertising.

4. Don't do things that enterprises shouldn't do.

An enterprise is really in trouble, rarely because of poor management or business problems. The biggest loss of an enterprise is what it should not do and what it should not invest. This kind of investment is the biggest mistake, which we have experienced personally in the past. As an investment, enterprises should conduct a lot of argumentation. If foreign enterprises invest, it will only be a few percent of the total investment, otherwise it will lead to a state of ineffective capital turnover of enterprises.

Like what? Giant? It shouldn't have gone to Gai Lou, Gai Lou. It cost so much money at once. What if the giant? If we hadn't gone to Gai Lou at that time, it wouldn't have died out, and it wouldn't have fallen into such a big dilemma at once, relying only on brain money, giant Hanka, notebook computers and so on.

Even if half of your employees or cadres have ulterior motives, such as taking kickbacks, the total amount is actually very limited. After one year, the consumption adds up to several million, which is tens of millions of yuan. But if you invest hundreds of millions, you will lose everything, and your waste is greater than his. Therefore, I think: an enterprise finally closed down and got into trouble, mostly because it did something it shouldn't do.

5. Pay attention to the power of the system.

What does an employee want to pursue when he comes to work here? His pursuits may be many, but the most important ones are two points: first, whether he can get satisfactory economic returns, improve his life and pursue income is a very legitimate and reasonable requirement; Whether his second personal value can be realized. Based on these two points, I will redesign a system.

As for this system, the first point is to fully reflect the more work, the more gains, the less work, and the gains for nothing, which is fully reflected in the system. If this design is reasonable, this power is still quite great. For example, before the implementation of the contract responsibility system of joint production in Deng Xiaoping, most parts of China were actually having enough food and clothing. Later, a system was established, which did not say how many tractors to buy or how many wasteland to open, but China quickly solved the problem of food and clothing and saved food.

At that time, I was in charge of statistics in the Bureau of Statistics, and I was able to appreciate the power of this system. In fact, it is to give full play to people's subjective initiative, and so is our enterprise.

6. Make up for system defects with corporate culture.

In fact, you improve the system in China. If there is no corporate culture to supplement it, it is impossible. Any system can take advantage of loopholes, especially in China. China people are very energetic and smart, so we can only use some cultural construction as a supplement to make the whole management sound and the atmosphere of the whole company healthy.

How to develop this corporate culture? I think for marketing enterprises, it is to focus on their own enterprises, what problems may exist that cannot be solved in the system, and then formulate some specific cultures and slogans. That's it. I don't care how high the pitch is. I think it's good to apply.

At that time, during the listing of melatonin, I formulated several, and we are still using them now. Now I don't care about health care products companies and health care products business, but as far as I know, they are still using them. Why are they still using them? The explanation is still valid.

7. Full authorization

Actually, power is very hot. If you don't have it, you don't have it. As long as his rights and responsibilities can be completely matched, it is best to spread them together.

Full authorization. Well, this cadre and employee both work in your company. He thinks there's still a stage. He doesn't have to report everything to the top. He has the right to make some decisions and make some decisions within his scope. If he succeeds, he will have a sense of accomplishment. If he fails, he will learn a lesson, which will also help him to exercise himself.

My authorization will be more thorough than the average boss. Is that subordinates are persistent. If I don't say 100% sure, I generally won't veto him. I just don't think I'm sure 100% will fail, and I can't fail completely in the end, but it's not a success, nor is it very successful, so I don't think it's worthwhile to spend so much energy. Just select people, then empower them and give them some scientific supervision.

8. The management of the company should be democratic centralism.

I think democratic centralism within the company is very important. In the early days in the company, it was often undemocratic, and then there were times when it was not concentrated, but it was not very good. The company's decision-making must be both democratic and centralized. Anyone can make mistakes in his mind. You are the boss and a genius, so can you. As I said before, I used to feel mature and 70% was wrong. As the person in charge of an enterprise, I have made many mistakes and can only communicate with the backbone of my own enterprise and ask for their opinions. Decision-making power must be democratic.

Once everyone works together in Qi Xin and an idea is certified, we must make a decisive decision. After the decision is made, as long as it is not a directional error, it must be resolutely implemented. Don't often stop to adjust, and then stop to adjust. Sometimes there are many ways to climb mountains. It is possible that the road you choose is not the nearest, it may be a little farther, but if you insist on going on; It's better than the kind where you take one road and find that it's not the nearest, say that another road is near, then go down the mountain and board that road, find that it's not the nearest, and then get off halfway. Therefore, in the management mechanism of the company, we should try our best to take the road of democratic centralism.

9. Be pragmatic in doing business.

Everything should be pragmatic. From the enterprise's point of view, it is a good advertisement to be able to sell products, and it is not a good advertisement for our enterprise to be unable to sell products. For example, our advertisement for melatonin is hated by people all over the country, but it is still quite effective.

This is what I call being pragmatic. The advertisement is finished, especially our old version, that sissy old man. Because we didn't have any money at that time, we spent 50 thousand yuan on that advertisement and hired a small advertising company to do it, but it found that the effect was particularly good. In fact, because of the low production cost, the requirements for actors in all aspects are not high, which is a mistake.

There are too many advertisements now. A person has to watch hundreds of advertisements every night, and 99% of them can't be remembered, which is tantamount to beating in vain, especially the better-looking advertisements, the less impressive they are. This advertisement belongs to an alternative in it, but it is remembered by everyone. But some people say this advertisement is too annoying, so I won't buy your product. There are such people, but in this group of people, we follow them all the year round. Most people want to buy things and give gifts when they go to the mall. He often thinks of the one that impressed him the most, but subconsciously he still buys them.

This is an advertisement we made at the lowest point. Later, the situation was a little better, and we made a better advertisement. We said it was no good bothering you all the time. We must make a good decision. Sometimes it is not practical. I asked Jiang Kun and Dashan to shoot an advertisement, and Jiang Kun had a good image. Advertising is expensive to make and broadcast many times, but it doesn't sell goods after broadcasting.

10, less is more.

An enterprise does not mean that the more products, the better; It is not that the more product models, the better. In fact, it is enough to have a flagship product and a particularly large product. If a product can be missing, then there will be a product missing. What is the purpose of less? The purpose is not to be lazy. Actually, it's what Chairman Mao said. Concentrate superior forces? Focus, concentrate all your energy, manpower, material resources and financial resources on one point.

Shi Yuzhu: My thoughts on marketing. If a person can really start all over again as Liu Huan sang ... he can still muddle along in this world. Such people are often more admirable than those who have come safely! In his book, Shi Yuzhu unreservedly reviewed his experiences and ideas at all stages since he started his business. There are no profound theories in the book, and the essence of marketing is often understated. Shi Yuzhu has made original and insightful thinking in product development, marketing communication, advertising, team management and venture capital. While enlightening readers, he also left a precious business thought record for China business circles. Just flip through it and you will get something, and the repeated experience will be more profound. Shi Yuzhu is a successful person, but we should not care too much about his achievements, but learn why he succeeded, how he did it step by step, and what qualities a successful person needs. After reading this book, it still inspires me a lot. To sum up, people should have goals, ideas and, more importantly, actions. The biggest gains are: First, we should learn to think and think from different angles. The second is to cultivate your own reaction, and you must be different. Third, what kind of person do you want to be and how much you can achieve? The key lies in: vision, mind and the spirit of never giving up!

Shi Yuzhu said that an enterprise actually depends on people. He thinks that talent is relative and gives examples. Every enterprise has its own characteristics, and every enterprise has its own unique culture. In other enterprises, he is a talent, which only shows that he is a talent in that characteristic environment. In a different environment, you may not be a talent. Even if he is a talented person, according to the traditional culture of China, the original team will not accept him. No matter how your boss and chairman help him, as long as the middle-level cadres resist him, as long as everyone inside resists a little, his work cannot be carried out. No matter how good a person is, as long as everyone resists you, there is nothing you can do. ? And Shi Yuzhu also said that it is impossible to replace everyone just to introduce one person. Shi Yuzhu said that the team should be fully empowered, give the decision-making power to people who know the situation, and do a good job in the interest mechanism. Therefore, what enterprises want is good management and good team.

Establish a good team, a system that conforms to the actual situation of the company, and institutionalize, standardize and program the management of work and employees' behavior, and a well-organized and disciplined team will emerge. Therefore, I think we should start from a small team, use various forms, intensify our study, pay attention to implementation and implementation. Do a good job in the construction of our corporate culture and team culture, encourage employees to continuously improve their work quality and professional quality, achieve the goal of unity and progress, and play a role in the team.