The Essence Of Business: Profit Model

"Put Customer The more lazy you are, the better. "Let the customer focus on his main business. This is the whole. Solution The essence of it.

A lecturer opened an open class in a star rated hotel and said it was full of exuberant tongue and mouth. He said to the waiter, "please give me a glass of ice water, please, girl." the waiter answered. After a whole hour, the lecturer had finished his speech, and the ice water had not yet been delivered. The lecturer was very unhappy. He asked the waiter, "where is my ice water?" the waiter's face was gruntled: "I'm still freezing it for you! We only have plain water without ice water, and even a fridge. I ran to the kitchen to help you make ice water."

The lecturer was dumb. The needs of lecturers are very simple and thirst quenching, cola, mineral water, tea, drinks can be. The conscientious waitress did not understand the real needs of the lecturer, and the result was "running around and working hard for a long time."

What is the ultimate requirement of customers? What is the ultimate demand of customers? Is it ice water or thirst quenching? I want to understand that ice water is just a tool, but behind this tool is revealing the customer's demand information, and the value behind the product contains greater customer demand value.

[mode eleventh recruit]

Self help platform - "earn money when you lie down."

One is Jiangnan Chun of Focus Media, one is Chen Tianqiao of Shanda network. The two Shanghai people after 70 have already known before they have become famous. At that time, Jiang Nan Chun had been engaged in advertising agency for nearly ten years, which was commonly known as "moving bricks" in the industry, and it was very effective, almost monopolizing the IT advertisement in Shanghai. Chen Tianqiao was in the process. Operate A small website to adopt a virtual pet dog, the promotion advertising agency called www.stame.com small website, is Jiangnan Spring's Yung Yee media.

One evening in December 2002, Jiang and Chen were drinking tea in the teahouse of Shanghai's Cinnamomum camphora garden. Chen Tianqiao told Jiang Nan Chun that he was acting on behalf of a network game called legend. At 12:30 in the morning, Chen opened the computer, and there were 110 thousand people online. Chen did not proudly tell Jiangnan Chun: 110 thousand people online is the scenery of the game every night, which means that at least 700 thousand are paid users. According to the monthly income of 35 yuan per household, it is 24 million 500 thousand yuan a month and one hundred million in four months.

It can be imagined that this night's shock to Jiang Nan Chun and even "never worried about this industry" began to "deny" his nearly ten years' choice: "I suddenly felt that our advertising agency industry was like crowding buses with many people. After a while, it was hard to maintain a small piece of land and still feel quite satisfied. While Chen Tianqiao was doing online games, it seemed as if he had opened another Ferrari, the accelerator was trampled and gone."

After 7 days of thinking about "how to find another car to drive", Jiang Nan Chun found his own even a tool to make money even when he slept. Building LCD advertising screen, without hesitation, began his "business worth doing for life". He broke into Nasdaq with his Focus Media just two years later.

Another 70 worth mentioning is Li Xingping. In 1999, the 20 year old junior high school graduate whose parents were both peasants worked for an Internet cafe administrator in his hometown. However, it is not easy for him to record those addresses written in English letters. So he thought of a way that the trustee designed a personal web page to link up the commonly used websites, so that it could be directly accessible to those websites. He registered a simple and memorable name "Hao163" to the website, and then did some click ads and website alliance.

What Li Xingping never dreamed of was that in the second half of 2000, when the first Internet bubble began to burst, Hao163 began to have revenue. At first it was hundreds of yuan, soon it was 1000 yuan a month, and then it was four thousand or five thousand yuan per month, tens of thousands of yuan a month. By 2003, the monthly income has stabilized at around 800 thousand yuan! In September 1, 2004, Hao163's Alexa global ranking has been twenty-sixth, and it is directly related to Tom.com and other portal websites. And all this, only Li Xingping was doing it secretly. In August 31, 2004, Baidu announced a total purchase of Hao163 of 11 million 900 thousand yuan and 40 thousand shares of 50 million yuan. This is a purchase price which is too low for the insiders. It has been very objective for Li Xingping, who had never been away from home in Xingning, Guangdong. {page_break}

This is the power of tools. When the tools and products you create are used by more and more people, wealth will naturally surge. From search engine to download tool, mail tool, chat tool, to the so-called "SaaS" (software as a service), HaaS (hardware as a service), PaaS (platform as a service), DaaS (data as a service) and so on in the "cloud computing" era, whether or not it becomes a tool of the product is becoming more and more illusory, and the soul behind it is only one, that is, a solid customer demand.

[mode twelfth recruit]

The solution is to "keep our customers lazier".

I once heard such a story that a passer-by was just passing through the counter to buy a skiing counter to have a casual look. As a result, the smart salesman flickered and finally sold a yacht.

I think this is just an inspiring story to arouse the enthusiasm of salesmen. But after careful consideration, we find that this is not a myth. What exactly is the customer's requirement? Is it those skiing boards that are light, beautiful and elastic? No, Skiing is just a tool, but a means to achieve it. What is the ultimate customer's real demand? It's the experience of getting skiing.

If you want to understand this point, the salesperson will naturally have the topic of communication. From the recent skiing competitions, interesting figures, to the climate and snow quality of various places, we can talk about the customs of the Alps and all the matters needing attention. As a result, it not only stimulated customers' eager desire to go to the Alps to try their skills, but also faced with such a professional and meticulous service man, the best way was to do everything by him.

As a result, the skiing sales business has a forward leaning movement, from the skiing experience for the purpose of the design of the route plan, to the ski equipment to the journey ticket to the accommodation and travel arrangements, the whole "one-stop service" - of course, all these do not need the salesman to act as a parent, he just need to arrange the whole thing, this is the so-called overall solution.

With the improvement of people's living standard, there are always some new needs being called out. For example, 20 years ago, it was pretty good to brew a bag of milk powder every day. Later people began to drink a bottle of milk a day, and then began to pay attention to the low temperature milk that must be kept at 2-6 degrees C.

The question arises immediately. How can we keep the temperature in the whole transportation process unchanged? For example, the fresh milk in Inner Mongolia needs to be transported from the prairie to every corner of the country. First, we must carry out the long-distance trunk line transportation with point to point, and then we must enter the cold storage of the local distribution centers. Then we need the short barge transportation to carry out the urban distribution, and finally we can reach the consumers' hands. During this period, the suppliers of low temperature milk must face all links in all locals, cold stores, short barges and so on. Any one link is wrong, and it may cause food safety risks to the consumers.

Thus, the whole refrigerated cold storage is transported as a complete chain, relying on a series of freezing and cold storage equipment, so that the low-temperature food in the whole process of production, transportation, storage, sale to consumers, to maintain the appropriate temperature, to ensure the safety and quality of fresh food and frozen food, so there is a "broken chain" to avoid separate operations, integrate resources, provide customers with all kinds of cold chain links in all aspects of logistics and warehousing one-stop service, and deliver a complete solution of cold chain logistics.

It's the essence of the overall solution to "keep the customer lazier" and let the client focus on his main business.