Entrepreneurs are outstanding business managers who use their intelligence, energy, and ability to operate and manage the businesses they invest in or are employed by, and create economic and social benefits.
In today's market, there are tens of millions of companies, each leading the way for three to five years. The competition is becoming increasingly fierce and the forms are becoming more complex. So, does the competition between enterprises rely on externalized brands, advertising, images, public relations, and services? Does it rely on deeper strategies, capital, and business models? The answer is no, these are necessary for business operations. An indispensable means. The real core of competition among enterprises is the entrepreneurial thinking that creates and uses these business methods. So, what kind of thinking should today's entrepreneurs have? The author believes that an entrepreneur's thinking has the same thinking characteristics of pursuing excellence and constantly surpassing oneself as outstanding people in various industries, but also has a special thinking in running a business. There are five main forms: winning thinking, forward thinking, integrated thinking, crisis thinking, and philosophical thinking.
***Win Thinking
When entrepreneurs think about the survival and development of enterprises, they do not proceed from the interests of the enterprise in isolation, but seek to do things for enterprises in the same industry and region. The macro strategy and tactics of becoming bigger and stronger, and then through the company's own efforts to obtain its due share, rather than thinking about how to kill competitors.
When Haojixing developed the market in 2004, it determined the three strategies of "enlarging the total market volume, dividing some markets from the original brand, and subverting the entire market structure". The ultimate goal is : Become the leader in the electronic dictionary market and the student English education market.
To this end, they took a word from each of the three major brands in the market at that time: Haoyitong, Memory Treasure, and Wenquxing. "Xing" has created a brand that "helps the world" - "Haoji Xing". Since the launch of the market in May 2004, they have strengthened the different appeals of "Learning English, words are the key" and the emotional appeal of "One good memory star, the love of parents all over the world", coupled with CCTV prime time advertising releases, health product style The advertising model of full-page newspaper advertisements and the two-pronged channel strategy of TV shopping and terminal POP have rapidly heated up the English electronic dictionary market. Not only did Haojixing sell well, but it also drove the sales of old brands. In the same period, new brand electronic dictionaries such as Qiankun Yingkaowang, eKaotong, eBaifen, eeXing, and Noah's Boat also emerged. After three years, Haojixing has firmly taken the top spot in English electronic dictionaries. Sales in 2004 were 200 million, 1.2 billion in 2005, and a record 2 billion in 2007.
In today’s market, no company can monopolize it. Instead of always thinking about its opponents and putting energy, means, and financial resources into eating up its peers, it is better to put energy, means, and financial resources into making the market bigger. As the pie gets bigger, the share that companies get will naturally increase, and companies in the same industry can also benefit from it and become true competitive teammates. If you defeat your competitors, you will lose both your competitors and your motivators. Just like a long-distance running competition in a stadium, if there are no followers, running alone is both lonely and lonely, and it is difficult to create good results. With the following runners chasing after them, the athletes running in front would not dare to take it lightly. In fact, the essence of winning thinking is the thinking of "benefiting others". When summarizing his business experience, Li Ka-shing, the richest man in China, said: When doing business, you must "play the card of putting people first" and "If you don't give up small profits, you won't get big profits." Through Li Ka-shing's experience, we can see that the reason why Li Ka-shing became the richest man in China was that his winning thinking was one of the important factors.
Therefore, if entrepreneurs in the new century want to gain a larger share of the market, they must establish a win-win mentality of "benefiting others and benefiting themselves" instead of hoping to dominate the market with a mentality of "benefiting themselves at the expense of others" . The essence of winning thinking is a touchstone to test whether an entrepreneur can look beyond the enterprise and whether he can have a high position, a broad vision, and a mindset of benefiting others.
Forward thinking
Forward thinking is to predict and think about the future development trends of enterprises, industries and society. Have a clear understanding of future trends, analyze and judge, and think about what strategies to adopt.
Bill Gates once again topped the list of the world's richest people in 2009, becoming the world's richest man with a net worth of 40 billion. Gates' success largely depends on his ability to think ahead. In his junior year, Gates left Harvard and devoted his energy to Microsoft, which he founded in 1975 with his childhood friend Paul Allen. Guided by the belief that computers would become the most important tool in every home and every office, they began developing software for personal computers. Gates' vision and his foresight on the personal computer made a huge contribution to the success of Microsoft and the software industry. After less than 30 years of hard work, Gates' forward thinking has become a reality, and Microsoft has become a company as rich as the country.
In the new century, the changes in economic and social development driven by high technology will become more complicated. Therefore, entrepreneurs who lack forward thinking will not only be unable to stand up and lead the world, but will also be subject to rapid development at any time. Abandoned by society. Forward thinking is neither an empty imagination nor a subjective assumption. It is a comprehensive judgment and bold imagination based on everyone’s knowledge, experience, information and thinking level. Once this judgment and imagination are formed, they will be Every entrepreneur has a strong sense of direction and lofty goals. With direction and goals, it will guide the company to achieve success through unremitting efforts. "Those who do not plan for eternity cannot plan for a moment." This famous saying of the ancients is not only a warning to those who do not have the ability to think ahead, but also an inspiration to entrepreneurs who have the ability to think ahead.
Therefore, in the fight in the new century, entrepreneurs must have forward thinking and "foresight" in order to achieve the state of "making decisions before taking action".
Integrated thinking
Integrated thinking means that when considering the business strategy, we not only consider the existing resources within the enterprise, but also be good at bringing the external resources of the enterprise into the scope of thinking, and use the organic combination of internal and external resources. Combination to achieve thinking that works for me.
Beijing Xinliyuanyuan Electronics Co., Ltd., its predecessor, Beijing Fidelity Zhongtian Electronics Co., Ltd., is a well-known electronic communication product manufacturer in China. 90 of the genuine Motorola car phones sold in the Chinese market are all manufactured by Fidelity. Sold by Da Zhongtian agent. In 2002, Xinliyuanyuan faced the problem of selling car mobile phones and used integrated thinking to implement the "Free Car Phones" marketing campaign. The rules of this campaign were that during the campaign period, any individual consumer or corporate customer who owns a car, You can get a Motorola car phone completely free of charge, and you can sign a formal gift agreement with Xinliyuanyuan Company to get legal protection. The obligation performed by the recipient is very simple: he only needs to pay, transfer, or extend the car insurance premiums according to normal requirements to the cooperative insurance company of Xinliyuanyuan Company. Before implementing the plan, Xinliyuanyuan had signed an agreement with Ping An Insurance Company of China. As Ping An's insurance agent, it would receive a normal and reasonable rebate of 8% from the car premiums paid by car owners. Consumers' car insurance is only paid according to normal standards, and there is no price increase. The period of time that Xinliyuanyuan requires consumers to purchase stable insurance is not long, only two years. After two years, according to the gift agreement, the consumer can fully own the property rights of the phone. After one year of implementation, the total amount of "gifts" received by Xinliyuanyuan that year reached 140 million yuan.
In 2002, Professor Schultz, the world-famous founder of integrated marketing communications, came to China. When he learned about the "Motorola car phone nationwide free marketing plan" from students, he couldn't help but praise: "Xinliyuanyuan's activity is the most interesting Chinese integrated marketing communication case I have seen so far. In this case, consumers are satisfied without paying extra costs; the insurance company gets stable and high-value customers; Agents receive reasonable commissions; Xinliyuanyuan obtains market, brand and financial returns, forming a benign closed-loop financial system with no waste of resources. This is the power of integration.
"
Integrated thinking is not simply 1 1 or 1 N, but to find the common interests between different stakeholders between the company's internal resources and external resources. When resources are provided to both or multiple parties When the interests are relatively balanced and consumer needs are greatly satisfied, integrated thinking can bear fruit and bring benefits to the company and external companies. From the Xinliyuanyuan case, we can see that in this model, it involves. Every industry we enter has greatly improved its efficiency ratio, forming an excellent logistics and financial cycle chain.
Therefore, integrated thinking is not only the integration of interests between enterprises, but more importantly, the establishment of an excellent logistics and financial cycle chain. The thinking basis of the new business model is the systematic thinking of optimal allocation of social resources and corporate resources. Entrepreneurs in the new century must learn to use integrated thinking and play their due role in strategy formulation, mergers and reorganizations, integrated marketing, and business model construction. "Those who do not think about the overall situation are not enough to think about one area." This ancient saying profoundly explains the essence of integrated thinking.
Crisis thinking
Crisis thinking means. When an enterprise achieves success or the enterprise is in good times, entrepreneurs do not indulge in the joy of success, but are prepared for danger in times of peace, keenly discover existing problems and possible difficulties, and comprehensively think about the problems that should be solved as the enterprise moves forward to ensure that the enterprise The mindset of steady development.
Huawei started with 20,000 yuan in 1982. After 17 years of hard work, it has become the most influential communications equipment manufacturer in China. Even in the face of the global economic crisis, Huawei still Creating miracles, Huawei still achieved sales of 23.3 billion US dollars in 2008. One of the important reasons for Huawei's achievement is that CEO Ren Zhengfei's crisis thinking played an important role. In 1996, Huawei relied on its own research and development. 08 digital program-controlled switches achieved impressive annual sales of 2.6 billion. However, Ren Zhengfei has always emphasized that "behind prosperity is crisis", which has better guided Huawei employees to avoid arrogance and impetuosity and continue the pace of innovation. In 1998, Huawei replaced Huawei. Shanghai Bell finally became the dominant player in China's communications market, with annual sales increasing 6 times from 1995 to 8.9 billion. Later, Ren Zhengfei discovered signs of Huawei's growth slowing down in the past two years. The average growth rate was 35, which was only among international high-tech companies. The average growth level. In 2000, when most Huawei people were still enjoying the joy of harvest, Ren Zhengfei published the industry-famous "Huawei's Winter". He elaborated on the view that "failure will definitely come": "
"For the past ten years, all I have thought about every day is failure, and I have turned a blind eye to success. I have no sense of honor or pride, but a sense of crisis. Maybe this is how I have survived for ten years. We all have to think about it together. , how to survive. Maybe only by doing this can we survive longer. The day of failure will definitely come, and everyone must be prepared to welcome it. This is my unwavering opinion. This is the law of history.
Have all employees of the company considered what we would do if one day the company's sales decline, profits decline or even go bankrupt? Our company's peace time was too long, and too many officials were promoted during peacetime. This may be our disaster. The Titanic also set sail amidst cheers. And I believe that this day will definitely come. "
In the subsequent companion article "Spring in the North Country", Ren Zhengfei explained the argument of "Huawei's Winter" in such a firm tone:
"Huawei's crisis, And shrinkage and bankruptcy are bound to come.
It may be spring now, but winter is not far away. We have to think about winter issues in spring and summer. Can we take some time to discuss how to face the crisis? Winter in the IT industry may not necessarily be winter for other companies, but it may be winter for Huawei. Huawei's winter may be colder and colder. (Because) we are still too young. After ten years of smooth development, our company has never experienced setbacks. Without setbacks, we would not know how to move towards the right path. Suffering is a fortune, and we have not experienced it, which is our greatest weakness.
We are completely unprepared to adapt to underdevelopment...
Crisis is not far away, but death is eternal. This day will definitely come, you must believe it. From a philosophical point of view and from the perspective of natural laws, we cannot resist it, but if we can clearly understand the problems we have, we can delay the arrival of this time.
It is precisely because of the crisis awareness that Huawei has established since 2000 that it was able to survive the crisis from 2000 to 2003 when the winter of the IT industry came. The US$16 billion in 2018 increased by 45.6% to reach US$28 billion, maintaining a rapid growth of nearly 50% for two consecutive years. "
Crisis thinking is a test of whether an entrepreneur can successfully surpass himself. It is the ability to ensure that entrepreneurs keep a clear head and see clearly what kind of difficulties will arise in the future. Without crisis thinking, it will be difficult for an enterprise to Continuously growing. Bill and Gates often say, "Microsoft is always only 18 months away from bankruptcy." Haier Zhang Ruimin often reminds herself to always be cautious and always walking on thin ice. When answering reporters, how long do you think the winter of economic crisis will be? Zhang Ruimin said this. Answer: "I have never thought about how long this winter will be, nor how I will survive this winter. Because we always regard tomorrow as winter. "It is precisely because they have crisis thinking that most people are generally immersed in the joy of success, showing the sober state of "everyone is sleeping and I am alone".
Therefore, in the changing world In the new century, entrepreneurs must firmly establish crisis awareness and turn awareness into crisis thinking habits. Only in this way can they firmly grasp the lifeblood of the enterprise's everlasting business.
Philosophical thinking
The so-called philosophical thinking means that entrepreneurs can consciously use philosophical thinking methods such as induction and deduction, abstraction and concreteness, synthesis and analysis, etc., to use their own experience and experience in business management, so that it can rise to a universal and regular understanding and become a guide. The thinking process of a systematic and theoretical worldview in business management
Haier Zhang Ruimin is not only able to lead Haier to become the world's fourth largest appliance manufacturer with a turnover of more than 120 billion, but he is also able to use philosophical thinking to transform Haier. Zhang Ruimin summarized Haier's management experience into universal rules. The philosophical thinking of Haier concluded: "Haier has not made any major mistakes in major decisions in the past 20 years, and has been able to grasp major opportunities relatively well. Why?" Looking back now, the main thing is to grasp the rules. This rule is to pay attention to handling the three relationships at any time and in any place. The first is the relationship between doing nothing and doing something; the second is the relationship between key breakthroughs and closed-loop optimization, and the third is the relationship between sprinting 100 meters and running a marathon. Haier was dealing with these threefold relationships yesterday and today, and may still follow this rule for some time in the future. In other words, this rule is consistent from beginning to end. Secondly, these three relationships embody a progressive relationship. The first relationship is the guidance of the second relationship, and the second relationship is the support of the first relationship. "
A simple "four modernizations" summarizes Haier's history. A simple "three relationships" tells the law of Haier becoming bigger and stronger. "Four modernizations" and "three relationships" "It is not only a high-level summary of Haier's experience and experience, but also summarizes the regular understanding for Chinese enterprises to become bigger and stronger. In particular, the "three relationships" are not only the rules that Haier will follow in the future, but also provide a guide for those who want to become bigger. Strong Chinese enterprises have universal guiding significance. Zhang Ruimin's classic quotations are full of philosophical wisdom, such as the "three-step" internationalization strategy of "going out, going in, and going up", and the strategy of mergers and reorganizations. The "activation of shock fish" approach and the "slope theory" in management have become regular understandings with guiding significance for China's business community.
Looking at successful entrepreneurs, they can achieve impressive results. All achievements are guided by correct philosophical thinking. The difference between a great entrepreneur and ordinary entrepreneurs lies in whether he has mastered the laws of philosophical thinking and whether he can consciously use philosophical thinking methods.
Although many entrepreneurs have achieved good results, they still lack sufficient social influence. The reason is that they cannot consciously use philosophical thinking and raise their thoughts and actions to a regular understanding. Study those Chinese entrepreneurs who have become influential. They are completely conscious of using philosophical thinking to guide the development and progress of their enterprises. They are not only good at discovering and applying laws, but also understand the laws in the process of running enterprises and form a systematic and theoretical understanding of them. The world view of humanization has become the world view and methodology that guides and influences the operations of many enterprises. For example, Niu Gensheng, Yan Jiehe, Ma Yun, Li Dongsheng, etc., their words reveal philosophical speculation, business wisdom, and the calmness and calmness that have grasped the laws of corporate development and change.
Therefore, philosophical thinking is a thinking that an entrepreneur must have. Learn philosophical thinking, master and be able to consciously use philosophical thinking methods such as induction and deduction, abstraction and concreteness, synthesis and analysis, and continuously form the basis for business operations. A systematic and theoretical worldview is of great significance to becoming a great entrepreneur who transcends himself.