Nie Wenbiao'S Law Of Survival

"Devine, it's far from a real brand."

After counting Nie Wenbiao's leading achievements, he changed his voice.

No matter how strong and confident Nie Wenbiao is on the surface, he has a mind in mind.

Two sheets

"We are not trying to make money to do this."

"I am not like Internet users.

I am more like an official, a teacher, or a professional manager in a foreign company.

Nie Wenbiao smiled at his suits and shoes.

At the conference, young people wearing POLO shirts and casual pants were walking everywhere.

16 years ago, Nie Wenbiao was really one.

"This is the second time I started my 45 year old business."

Nie Wenbiao said.

"

Therefore, "I could rest 10 years ago. We did not want to earn some money to do this, but for a dream.

And ideal... "

A little dignified climb up Nie Wenbiao's forehead.

Belgium.

2004.

Nie Wenbiao sees the goods in the world's largest diamond processing and trading center.

Full ear is a hot topic: Vaden, a frequent visitor to the diamond trading centre and American young man, has become a sales star. His website, Blue Nile, soon went public and its market value soared to $6 billion.

"The formation of a brand takes hundreds of years of experience, such as Tiffany 186 years, Cartire for more than 180 years, but the Blue Nile has become a giant enterprise in five or six years, and its sales exceed any one of the big brands, which is terrible."

Nie Wenbiao said.

Some "flames" surged in Nie Wenbiao's blood.

Like the cheetah, who finally peek at the most beautiful prey, has been dormant for 12 years. Nie Wenbiao is ready to jump.

Internet? 45 years old? Nie Wenbiao is not afraid of being broken up.

"When the Internet brings opportunities to every industry, if we don't do it, future generations will say that such a good opportunity has been thrown away by you."

Nie Wenbiao graduated from the Geology Department of Nanjing University.

Driven by a little sense of mission and a little idealism, Nie Wenbiao resigned from his senior managerial position in 2005 and took out 6 million of his savings to create Devine.

In 2007, dwin introduced one of the largest diamond retail businesses in mainland China, Chow Tai sang 10 million.

"If we need to, we can continue to get the money out, and we can get two to thirty million."

Zhou Dasheng has more than 1000 stores, annual sales of more than 2 billion 600 million, Nie Wenbiao is one of shareholders.

So far, Nie Wenbiao shares 60%.

Since 2008, the company has started to make profits and maintain 10% net profit annually.

"We have the conditions for listing since last year. We will do PE this year and submit the information next year to be listed".

Nie Wenbiao said.

With regard to turnover, "the lowest threshold for listing is 50 million of annual turnover."

"These people are still tender."

"We are on the right path, but also the most difficult way."

Zhou Dasheng was very successful, but Devine did not touch it.

"Devine did not want to borrow Zhou Dasheng's brand effect. Otherwise, every four or five Devine would be hit by selling a" Devine ". Nie Wenbiao said," in the early stage, selling standardized diamond products on the Internet must rely on price advantage ".

The difficulty of recreating a brand can be imagined, both offline and offline.

Establish

"I have been engaged in professional and professional diamond business for 15 years, selling hundreds of thousands of diamonds to jewelry retailers every year. It is very difficult to sell a diamond on the Internet."

Nie Wenbiao's mood fell to the bottom of the valley.

For a period of time, he sleepless all night and lost 20 pounds in half a month.

The day of mining in Africa.

One night, when Nie Wenbiao was asleep, the ground floor was pushed down by tanks, and he jumped into the balcony to escape.

"I started my business because I saw much in my work and experienced much, and my heart was wild."

Such experience will also make a person's heart hardened.

Nie Wenbiao, who had not been knocked down by despair, quickly found the bottleneck that restricts the development of David's: user trust.

After finding the problem, he also found a solution. He created the BBC payment method with the bank, and secured his diamond with the bank's credit.

Since then, Devine has been turning around.

"We should learn from our competitors, but we find that in business, we are training.

"To do the business platform of the electronic commerce platform, we have been more adhering to the basic principles of Commerce, instead of using various marketing hype methods in the e-commerce industry."

Nie Wenbiao said that in the ten sentence of the industry, nine sentences and half are false.

Devine is currently the only one to invite world-renowned consulting companies to make precise strategic positioning and advertise for B2C diamond shop on CCTV.

Trout's strategic positioning is the 119 word in the advertisement of averni, with an average of 50 thousand yuan per word.

This way of operation of traditional commerce is envious of many people in the field of e-commerce, and is more "hot headed".

"What we are seeing is the long-term development of enterprises, because they have enough capital to support our development according to their own understanding.

E-commerce platform is just a new marketing channel, and more importantly, we must discover the basic principles of traditional commerce and the way to cultivate brand, as well as the concept of business management.

CCTV advertising did not help Devine's sales, but Nie Wenbiao still affirmed the effect of this action on Devine brand.

"For this website, I've been losing my hair for three years."

Nie Wenbiao, who has enough traditional experience, has not suffered much in e-commerce.

"Everyone will be in your spirit.

"When queuing up, the most gratifying thing for us is not that the number of people in front is less and less, but the number of people behind it is increasing."

From the search engine marketing intensive cultivation, and banks to create BBC payment mode, to CCTV advertising, Trout strategic positioning, Nie Wenbiao believes that only others follow Devine, "Devine has never followed others to do anything, we only do what we think is right."

This is a kind of arrogance in self-confidence.

But compared with diamonds, diamonds, diamonds and other diamond B2C websites, Nie Wenbiao has no obvious advantage in sales.

Some people say that the diamond B2C website in the next game long chess game, maybe five or six years later, who will win the negative result.

So who can stick to this game until the end?

"It doesn't matter where a person is today. What matters is what direction he faces."

Nie Wenbiao often reads Das Kapital and war books, and likes to apply statesmen and militarist theories to business.

Nie Wenbiao likened the current competition of diamond B2C website to 1000 people competing and fighting against each other on the rivers and lakes, competing with each other to keep their prices down. However, people with new ideas and new directions every day are actually always spinning around.

"We also have weaknesses, but we have 120% of the executive power, very rigorous."

In this mess of the rivers and lakes, the way of Trout is to ask his tutor to make a good job of positioning the army in a uniform and uniform way.

"When a team like us goes through this river, we don't need to compete. All of us will be infected by your spirit."

To be a pure e-commerce company, never to open shop, this is the direction Devine faces.

At present, diamond B2C enterprises, such as diamond birds, nine diamonds, and diamonds, are all keen to adopt the mouse + cement mode, and spend a lot of money on developing offline experience stores.

Although the direction of the "Blue Nile" is doubted to be too advanced, it may be unacceptable.

Nie Wenbiao is unmoved. "There are not many enterprises that can see the success mode. The real way to succeed is definitely not what others tell you, but how you figure out according to your own advantages."

The world is usually driven by paranoia.

"We have no rivals ahead.

To avoid being hot headed, the team should guard against arrogance and impetuosity and carry out the revolution to the end.

Nie Wenbiao said.