How to realize the growth of traditional industries from the perspective of "Haiyun cuisine"

Do you know Haiyun cuisine? It is the brand of four companies founded in 2009 after 1980s. The company was founded less than ten years ago, and now there are more than 170 stores in China, with more than 4,000 employees and annual sales of more than one billion.

CEO of Haiyun Cuisine &; Founder Zhu/Kloc-0 was born in 1985, graduated from university in 2008 and started his business in 2009. A college student who just graduated from school has no experience, no resources, no contacts and no funds, and all the conditions for starting a business seem to be lacking. How did she do it? How did she promote the development of Haiyun cuisine and achieve such results? What experiences, feelings or methodology did she have in the process of starting a business? Listen to her theme sharing.

After seeing this problem, don't rush to read on, stop and think about it. What is the answer in my mind in the face of this topic?

If you start a business now and enter a completely unfamiliar field, with no one, no money, no experience and no resources, how can you survive, gain a foothold and then open a chain store?

Isn't it a little blind and disoriented? Stop talking about doing things. My mind is full of question marks. Who am I? Where am I? What should I do?

After thinking for a while, there may be a vague concept in my mind. Entrepreneurship needs to find someone to find something to find money and then refine it. How to find someone? What kind of person are you looking for? How to establish a team system? How to establish a management system? Then find something. What comes first, then others? Or did someone have something to do first What can and can't be done, how to judge? What is the point? What is the point? Then change money. When do you use your own money? How to balance income, cost and expenses? When will venture capital be introduced? How to dynamically set equity? How to use foreign capital to expand?

Slowly, you will think of many problems, and then how to deal with these problems in order of priority? What is the company's fault tolerance rate if the decision is wrong? How to balance risks and interests?

"The Art of War" said: "The temple is the winner before the war, which is too much; If we defeat the enemy without fighting, there will be nothing in the temple even if there are fewer, more wins and fewer wins. "

After previewing the establishment and operation of the whole enterprise in your mind, your thinking will gradually become clear. At this time, look back at the road you have traveled. There are muddy and rugged peaks and valleys, but the key may be just a few steps. Then you can think about this question, how can enterprises grow and break?

Which moves are right, so that you won the first pot of gold and developed rapidly? What key points did you understand thoroughly, so you didn't step on the pit? What thrilling decisions finally proved you right? What is your intuition that prompted you to choose this direction?

With these thoughts, let's take a look at Mr. Zhu's sharing. It's full of dry goods. It's all important.

If you are also in Beijing, you choose to start a business after graduating from college and plan to do catering. What kind of cooking do you choose? Where is the location? How to design and decorate the shop? How to set the dishes? How to do quality control? How to price? How to provide standardized services? How to manage employees? How to get through the upstream and downstream supply chain? How to maintain the relationship between founders when expanding? What incentive policies are adopted? How do large enterprises prevent diseases?

Teacher Zhu picked up the key content of the explanation, as well as the dynamic growth of enterprise survival and development. He divided the growth into exogenous growth and endogenous growth, as shown in the following figure.

When it comes to growth, there is a concept that has to be mentioned. Life cycle, an enterprise has a life cycle, with peaks and valleys. How to judge the position of the enterprise in the cycle, benefit from the peak and find the breakthrough point in the trough.

Explosion strategy is an idea to break the situation when the enterprise is at the bottom of its life cycle, focusing limited resources on one point and concentrating firepower to achieve a breakthrough.

(a) customer's explosive product pulling

(1) winning factors and current period

Is it still a little confusing to see Mr. Chen Chunhua's explanation of why he made explosives? Because there are several concepts that need to be clearly defined as "winning factor" and "current period", I will talk about my understanding one by one.

Let's take a look at Mr. Zhu's explanation of the winning factor cycle.

Winning factor

In order to meet the needs of customers, enterprises in the industry compete with each other and constantly promote the development of the industry, and the industry develops from extensive to refined.

circulate

I understand the cycle here as a window period. You have a forward-looking vision, insight into market trends, take the lead in adopting strategies, and enjoy the first dividend before others start to act. This period is what I think is the window period.

When everyone in the industry knows this winning factor and imitates it one after another, then the window period has passed and the dividend has disappeared.

Judging the winning factor cycle according to the industry trend, grasping the window dividend and realizing the enterprise growth.

2. How to create an explosive product?

What is an explosive product?

Can you tell me what explosives are? I Baidu didn't find a specific answer, only received the explosion strategy and explosion thinking, so I will talk about my understanding.

Speaking of explosives, an exploding bomb comes to my mind, which is characterized by its wide range and great lethality. If its scope is very wide, then this product must meet people's general needs, have a wide audience and have enough influence; If the damage is great, it must be profitable, which is an order of magnitude different from other products and ten times the sales volume of other products.

Everyone may have a different understanding of the concept of explosives. Teacher Zhu gave her the definition of explosion, which is very specific in terms of customer indicators and financial indicators.

(1) Category selection+product design

(2) product testing+product mass production

(3) product communication+risk avoidance of explosive products

Second, endogenous growth.

Spiritual effort = empty mind+deliberate practice

Mind = Furnace Event+Search Task