How Can Private Enterprises Avoid Up To 40% Of The Entrepreneurial Mortality?

As an interest entity, the inherent nature of an enterprise is the pursuit of maximization of interests. Therefore, it is necessary to maximize pactions and minimize risks.

The idiom story of old horse is known from Han Fei Zi.

In 663 BC, Qi Huan Gong dispatched troops to attack Shan Rong, who invaded the Yan state.

Qi Jun was launched in spring, and it was winter in the wake of the triumphant return.

The army turned around in a valley of high mountains. Finally, it lost its way, and no longer found its way back. Though many dispatches were sent to explore the road, it was still unclear where to go out of the valley.

For a long time, military supplies were difficult.

The situation is very critical. If we do not find a way out, the army will be trapped here.

Guan Zhong pondered for a long time and had an idea: since a dog can find a home far away from home, the horse in the army, especially the old horse, will have the ability to know the way.

So he said to Qi Huan, "king, I think the old horse has the ability to recognize the road, and can use it to lead the way ahead and lead the army out of the valley."

Qi Huan agreed to give it a try.

Guan Zhong immediately picked up a couple of old horses to undo the reins and let them walk freely in front of the army.

Strangely enough, these old horses did not hesitate to move in one direction.

The army followed them eastward and westward and finally walked out of the valley, finding the way back to Qi.

This is also true in our daily life. When we go to a strange place, as long as the guide leads the way, we will quickly arrive at our destination and save a lot of time, energy and money.

In the operation and management of enterprises, it is a strange industry, a strange field, and a strange one.

For example, when enterprises are in pition, they often encounter many difficult business problems and management problems, especially in the two turning points of the development process of enterprises (the pformation of enterprises in 10 years or so, and the pformation to brand management in 20 years). Without the help of the guide, it is difficult for enterprises to accomplish their pformation smoothly by their own strength.

For example, Niu Gensheng, a Mengniu, has been in the milk industry for more than 10 years. He himself is a good guide. But Mengniu has made rapid progress in just a few years. Thanks to a large number of famous brand experts, marketing experts and management experts behind him, this group of people helped Mengniu complete the first development.

Although Mengniu is facing the winter of the development process, we believe that there will still be a large number of expert groups behind the root of Niu Gen Sheng to help them to give advice and guidance.

As we all know, "little fat sheep" is quite well-known in China, and ranked second in the domestic chain of food and beverage industry (KFC and McDonald's third). But because of the lack of trademark awareness and the registration of "little fat sheep" trademark, until the time comes, all the country is "little fat sheep". No one can prove that he is the first one. Trademark registration has been blocked for a while. But with the help of famous brand experts and legal experts in the country, it has passed the certification of well-known trademarks and trademark registration applications.

The same is true of the internal management of enterprises. There are many enterprises who have consulted accountants, lawyers and management consultants at the beginning of their creation, and have made an in-depth understanding of the industry and industry they are engaged in, so they will not invest hastily. If they do not get the right money, the private enterprises will not have a high mortality rate of 40% during the start-up period.