Why do you need both wisdom and courage?

Courage with reason is an adventure, and courage without reason is a blind bump. If a businessman wants to make money, he must distinguish between them, be courageous and knowledgeable.

"Knowledge" gives "courage" courage.

People often praise a person's courage, but underestimate a person's courage and recklessness. Therefore, courage and knowledge, courage and strategy can not be separated.

Undoubtedly, it takes courage to make money. 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 many market opportunities at that time, as long as you dare to fish, you can make some money. What about now? If you rush headlong into it without analyzing the market yourself, you will surely fail.

In On War, clausewitz pointed out that an excellent general should be a balanced development of courage and strategy. Courage is greater than seeking, and it will lead to failure because of acting rashly; Seeking greater courage, and being accused of delaying the fighter plane because of conservatism. Similarly, in order to walk fast without tripping, businessmen can't ignore courage and insight.

The national ginseng market is not in the northeast of ginseng 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 is cheaper in Wenzhou than in Northeast China. Ginseng here is per kilogram 1900 yuan, which is lower than Changbai Mountain in Northeast China 100 yuan. Is Wenzhou a fool? Of course not.

It turns out that the ginseng business of Wenzhou people usually orders at least 10 ton for the first time, paying on the one hand and delivering on the other, thus winning the trust of the northeast people. After the relationship is ripe, Wenzhou people pay a deposit of 20%-30% first and settle the account immediately after selling. Northeasters feel that the goods are piled up in their own hands and can't be sold for a year. Wenzhou people settled at the end of the year. Why not? How do Wenzhou people make money by selling ginseng at low prices? In fact, Wenzhou businessmen need capital. Ginseng is cheaper than that in Northeast China 100 yuan. Merchants at home and abroad are going to Wenzhou. In this way of financing that does not depend on banks, 1 yuan can be regarded 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 fully profitable.

For Wang Junyao, a famous Wenzhou businessman who died young, people often talk about his "daring to fly" behavior. But little is known about his business vision of being able to assess the business situation.

199 1 During the Spring Festival, he and a group of Wenzhou friends went home from Hunan for the Spring Festival. During the long journey of 1200 km over mountains and mountains, he inadvertently said that the car was too slow. A fellow villager joked and sarcastically said, "The plane is coming soon, so go back by plane." I didn't expect a joke to make the bold Wang Junyao step into the door of Hunan Civil Aviation Administration and get off the plane.

Wang Junyao invested the first bucket of "airplane package" 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 this Wenzhou businessman through the "Junyao" brand milk in the supermarket.

From 65438 to 0998, Wang Junyao obtained the right to operate hundreds of taxis in his hometown Wenzhou at an average price of 700,000 yuan each. It seems that he suffered a loss. In fact, his "small abacus" is very elaborate. Every car is hung with the brand of "JuneYao", so that everyone who comes to Wenzhou can always see "JuneYao" first. The brand "JuneYao" runs everywhere, which is a huge intangible asset.

When everyone in Wenzhou knew who Wang Junyao was, he bought a piece of land in Gai Lou and moved his headquarters here. This move naturally has his shrewdness. He explained: "Now I am 40 years old. Like some bosses in Wenzhou, I have eaten and drunk all my life. Earn1.200 million a year, isn't it good to go abroad? But in Shanghai, it's like a grain of sand falling into a pile of stones, which is too insignificant. I found my way in Wenzhou with my eyes closed, but I couldn't get off the Shanghai viaduct. Why is this? 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 brave and insightful badge king

Shopping malls are like battlefields, and the brave win when they meet in narrow roads. Of course, businessmen should have the courage to be fearless of difficulties and risks. But courage is not recklessness. If you blindly bump into others and regard ignorance as courage and recklessness, you will only be defeated. Excellent businessmen can make decisions and put them into practice decisively because they have courage, knowledge and experience.

The founder of Jinxiang Badge Factory is Chen Jiashu, a famous badge king in China. China badge Chen Boer Jiashun's ancestral home is Jinxiang Town, Cangnan County, Wenzhou. In the early 1980s, Jinxiang family industry flourished, and every household made school badges, signs and commemorative medals. Chen Jiashu, who is in his early twenties, also became a sales team and began to run around selling badges.

198 1 in the spring of, he came to Shanghai with a sample of the school emblem. After running for a week, he didn't sell any badges. In desperation, he remembered the Taiyuan Mining Bureau, which had participated in the performance, and came here by long-distance bus for more than ten hours. It only took a week to book the school badge business of 7,000 yuan, and this time he earned 3,000 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, Jinxiang had a lot of home processing shops and small workshops for badges, and he decided to set up a factory to expand his competitive advantage. 1983, at the age of 27, he and four friends raised 20,000 yuan to buy some old equipment and went to Shanghai to hire a master to set up a factory. This Jinxiang town is the first manufacturer to produce badges with mechanical equipment. Later, he set up some badge processing workshops in the chess institute. 1985, a partnership invested 290,000 yuan to recruit 70 workers to expand its scale, and Jinxiang Badge Factory was formally registered.

1In September, 1986, the Golden Elephant Badge Factory, which has begun to take shape, held a product observation meeting at Ruyi Restaurant on the Bund in Shanghai, and exhibited the promise of "comparing quality, comparing price, comparing reputation and comparing speed". Jinxiang Badge Factory gained a great reputation, and merchants at home and abroad came to order one after another.

However, during the golden period of development, the crisis followed, and shareholders were divided seriously. Some people advocate keeping the status quo and moving forward slowly. Some people think that once they have money, the company will be dissolved ... because of the distraction and disagreement, the factory management is sluggish, the output drops rapidly, the output value drops, and the market is 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 200,000 yuan.

Under such circumstances, the shareholders decided to sell the badge factory for 350,000 yuan. Some people even expressed their views; Who wants it, willing to take out 20 thousand to mail it to him! No one dared to take over at that time. Among the shareholders, Chen Jiashu is the youngest, but his keen insight made him optimistic about the badge market, so he bought the factory wholly, and after taking over, Chen Jiashu fell into a dilemma of life and death. After thinking about it, he did two actions: 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, 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 extraordinary courage in winning the American badge.

1993 during the spring festival, a friend from Wenzhou called Chen Jiashu from the United States to provide information: the American police headquarters wanted to change police uniforms. Chen Jiali immediately went to the United States to engage in business. Unexpectedly, the US police headquarters disdainfully said, "Can you China people produce a first-class badge?" Chen Jiashu said haughtily, "There is a saying in China that hearing is empty and seeing is believing. You might as well send someone to have a check-up. I'll pay for the trip. " .

The suspicious American police headquarters really sent two officials, and Chen Jiashu asked a worker to give a live demonstration-the whole process from feeding to finished product production was only 35 minutes. Americans are amazed after reading it. A few days later, they returned home with 100 samples. Soon, the right to make 680,000 sets of police badges was handed over to Chen Jiashu.

Due to 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 produced a large number of military badges for military police in Britain, Russia, Saudi Arabia, Argentina, Laos and other countries. It is no exaggeration to say that today, the product showroom of Jinxiang Badge Factory has become the military emblem museum of all countries in the world.

"Courage with knowledge" is the real courage.

Courage and ignorance are only one step away. Courage with reason is an adventure, and courage without reason is a blind collision. If you want to make money, you must distinguish between the two, what is brave and what is ignorant. Ignorant bumping can only make business fail.

When discussing the growth history of enterprises in China, some data are considerable: the average life span of enterprises in China is about 7 years, while that of private enterprises is only 3 years. Among the 5,000 private enterprises in Zhongguancun Electronic Street, less than 5 years have lived 10%. This is because many enterprises rashly and irrationally push forward, get confused after some achievements, and it is easy to make rapid expansion decisions. Moreover, they lack scientific strategic planning and do not pay attention to basic management, which is easy to lead to failure.

At the beginning of reform and opening up, a large number of entrepreneurs succeeded because they had the "ignorant courage" to be fearless. 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 "ignorant courage". And courage is the necessary temperament of explorers who are at the forefront 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 "ignorant courage" in those years has greatly changed the rules of the game of the cotton team market economy today. They are no longer blind and brave, but on the basis of wisdom.

Zhou, the chairman of the company, has the innate characteristics and business talents of Wenzhou people. After completing the initial capital accumulation, not only did he become the first general agent of world-famous brands in China, but he was also the first to acquire world-famous brands in China, becoming the sole trademark holder of the world-famous Italian woodpecker brand in the world, with the right to use woodpecker trademarks in more than 70 countries including Italy, Britain and France. Both of them are pioneers and are called Wenzhou people who dare to eat foreign crabs for the first time. What is the reason why Zhou didn't take the "small commodities, big market" stove that Wenzhou people like? He said: "The planned economy is a product economy, and the market economy is a brand economy. Marlboro brand value exceeds $30 billion, Coca-Cola value is $24.4 billion, and Budweiser beer value is $654.38+002 billion. Can the American economy lead? It relies on high technology and strong world-class brand advantages. But it often takes a long time for us to build famous products and fine products and enter the international market, and the road is also very difficult. Many China products are made by foreign brands and enter the international market. In this way, the excess profits will be taken away by foreign bosses, and we just need to earn some processing fees. Therefore, we must change the situation that China sells coolies and foreigners make big money. "

Therefore, Zhou spared no expense to buy world-famous products, thus achieving 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 a new generation of Wenzhou business elite!

There is a popular saying that choice is more important than hard work./Although successful people work hard, those who work hard are not necessarily successful. Ninety-nine percent effort is sometimes not as good as that one percent choice. If you choose the wrong time, industry and project, you are doomed to ultimate failure from the beginning. Passing on people's knowledge is the best guarantee to make the right choice. Wenzhou people have gone through the stage of foolishness and gradually developed into the stage of courage and resourcefulness, which is what all businessmen should learn.