Xia Hua, Chairman Of Ewing Group: New Pattern For Entrepreneurs In The Era Of Industrial Upgrading

Liu Song, vice president of Alibaba group, Xia Hua, chairman of Ewing group, and plum blossom capital Wu Shichun, etc., shared experience and methodology for entrepreneurs in the new technology, new mode and new value level to help enterprises find a new line of high growth in the era of industrial innovation.

On the morning of June 9th, Xia Hua, chairman of Ewing group, delivered a speech on the theme of "a new pattern of entrepreneurs' needs in the era of industrial upgrading", and focused on the 24 years of entrepreneurship history and the values carried by the Yi Wen group, starting from the "entrepreneurship and operation", "the opportunity for rapid growth", "the requirements of the times" and "the 4 abilities to create the future".

The following is Xia Hua's oral statement, which was compiled by reporters.

1, Tao and Shu

Every time I review my 24 years of pioneering work with you, I often say that we should learn to fall back like a farmer like a farmer. You need to know what spring seeds are, how to sow and how to cultivate, so that we can harvest fruit in autumn instead of listening to the truth in spotlight.

What did I grow up 24 years ago? Therefore, we must master a balance in Tao and Shu. Doing business is equivalent to planting trees. Most people work hard on fruits and branches, but you will find out where really wise people work hard and work hard on the trunk.

That is to say, if you work hard for a long time, you may as well improve on the road. Laozi's brilliant point is to repair on the road, do not care about so many points, the mind and the pattern of thinking are different from others. And real entrepreneurs are practicing in their hearts. My speech today is also the starting point. Everyone cares about a branch and a trunk. You have to care about the roots. Finally, you will find that you have a way of thinking about a forest, and you also have the logic of the operation of a forest.

In the industrial age, opportunities for upgrading space are also here.

2. This opportunity for rapid growth.

In 1994, I resigned from the University of politics and law and started my own business. The high speed growth of that round was on the horizon. As long as you do well in the product, find a good sales channel, and have a team that is very careful, you can achieve rapid growth.

But where is the opportunity for this rapid growth? I think there are four directions for rational thinking.

1. return from draught to value

I think the first high speed growth point is "returning from the draught to value". In those years, I brought countless entrepreneurs, started business in 1994, and began to be a CCTV business mentor in 1999, bringing nearly 400 people, and there are 30 companies in the market.

In the process of learning and growing together and practicing in each other's life, you will find that some entrepreneurs are getting higher and higher. An important reason is that "he always knows the essence" and grasps the core value.

The mentality of entrepreneurs is very important. You don't have to make decisions every day, but after making a decision, you can let everyone see a good result. What is your core value? What problems do you solve for users? If you can make a long board, this is the value point that you will never lose.

When you make the value point stronger and stronger, you will find that other short boards are gradually being solved in the process of long plates becoming longer. Many entrepreneurs are doing this. I found this problem today, and I will solve this problem, which is inefficient. The key is to find the values, mission and vision of the enterprise, at least half a year to rebuild value once, and to peel off the value. Together with your team and core staff, think about what the core of the enterprise is and make it stronger.

2., from incremental creation to active stock.

What is incremental creation? Make a unique product and find a blue sea without competition. But if you think about it carefully, including clothing, food and shelter, if you are in a big industry, it is more important to activate the stock.

Many entrepreneurs find it difficult to get 1 billion. One listens to 10 billion is the book of heaven, one says 100 billion can only be written on PPT. When you think about the internal problems of an enterprise, it is nothing more than a combination of elements such as people, money and goods. When you learn to think in terms of industry dimensions, you will find that the volume will increase very quickly and the problems will be different.

What are the elements of the clothing industry? How many good factories, how many productive capacity are there, how many designers, how many designers are willing to cooperate with you, how many sellers and net red influence are there?

How large is the regrouping of these elements? market What's more, creating incremental and activating stock is two cardinal numbers, enabling entrepreneurs to enter a completely different state, and the floor and ceiling are very different. Patterns and thinking determine your increments and stock, and determine whether an entrepreneur can grow at a high speed. What resources do you need to think about and how much resources you can integrate?

Our generation has many great entrepreneurs, such as Li Shufu, who will always grasp the essence. When Geely was so young, he went to think about the resources of the world. He thought about what Volvo's security, innovation and technological capability could bring to China's auto industry.

The pattern of thinking is highly practiced. We should learn to think about it. Today is a very good era. You will find that any industry is facing great challenges, but it also means opportunities for reshaping. It's hard to talk about integration before, and there are few cases of mergers and acquisitions in the garment industry. It's not important to have money and money. The key is that every clothing brand lives very well. Some designers are dominant, some are factory oriented, others are brand centered, and farmers are farming very well, so it is difficult to integrate them.

But when the industry faces enormous challenges, the upper, middle and lower reaches are the best time to integrate. Many young people in the clothing industry, regardless of crosscutting or slitting, can open a sky at once. So when we think about rapid growth, we must think about the key values in the industry, and whether you have the ability to create incremental.

3. from management competition to management cooperation

In China, no matter what kind of management system, everyone is basically managing competition. All I want is how my business can do better than you. How can I be unique and successful?

But the abrupt change of the times lies in the spanition from "management competition" to "management cooperation". No one can die. You have to find ways to keep each other alive so that you can be better. Sometimes protecting your enemies is protecting yourself.

If an industry does not have an opponent, you will find it hard to work, facing risks every day and facing death traps. The clothing industry is essentially a chain with too long industry. It is very difficult for an enterprise to manage factories, produce products, manage designs, do well in the market and expand sales. You will find that it is not a team but a team of 4.

Why is the competitiveness of the European clothing industry so strong? When I go to Italy, Biela, I feel very deeply every time. A small town in Biela has produced 18 brands that affect the world. You can call the famous Italy brand.

The most important thing is to form a cooperative management model. industry The association is supreme. It is perfect from raw material suppliers, design studios to manufacturers. If you open the order meeting, you can see the most cattle group in this area. He will tell you that this guy is the best packing bag. This production yarn is the best. This button is the best. Instead of competing, we build ecology through management cooperation.

Management experts will cultivate probiotics at every point of the ecosystem. In the ecosystem, we will cooperate with each other and grow together. We will spend the least time to do the best things, and we will be strong together for a long time.

Learn to let your upstream and downstream live very well and let them push you. When you strengthen the long board, you will have opportunities to cooperate with anyone in the future, so you must learn to manage cooperation.

4. from empowerment organization to empowerment organization

Learning to empower is very important. If you are smart again, spend 10% of your time making decisions in 10 departments. You are not as precise as 100% of your energy.

The most interesting thing about a team is that everyone's efforts are to prove that they are doing business. This is human nature. What the boss wants to do is how to set goals and how to guide them upward.

At the time of 7-11, everyone was amazed. No factory or shop was in its 7-11 place, but it made the most profitable global business. You will find that it is a complete empowerment system. It makes every ecosystem associated with it become better. The more than 180 factories cooperate with it and become the most cattle factory. The shop owner, the wife and wife store cooperate with the 7-11, earn more money, and logistics cooperate with 7-11, and also become better.

So in today's organizational system, if you want to grow at a high speed, you have to think about how to become an empowering organization, not only playing an internal role, but also forming an influence in the external ecosystem.

3, the requirements for entrepreneurs in this era.

1. find the beginning

No matter how chaotic the entrepreneurial environment is, entrepreneurs need to find their own starting points. Shut down for two days, make sure that God comes and think carefully about why you do it. Nothing can be successful by resources and capabilities. If you find your original mind, you will find the right path for you.

If an enterprise has no mission, vision and values, it will be difficult to make long-term and influential enterprises. Because early heart sends a signal to employees and consumers, this is a viable enterprise. This is a company with a sense of mission. This is a meaningful enterprise.

No matter how small it is, you should let your team know why.

2. see clearly life and death

There is nothing terrible about an enterprise that has been born and dead. Maybe your first choice is wrong. I've brought many two or three entrepreneurs. The greatest strength of life is to be so vain and face that you are always struggling with half dead. If this is really not going to work, if it is not right, the direction is really wrong, and the powder will be scattered and start again.

In fact, every enterprise will be faced with doubts about life and death. Very many media asked me, the Internet has come, Xia teacher your traditional industry is not able to live. I didn't know how to answer it at that time. After many years, I saw a reporter better.

Why do enterprises are life imprisonment, that is, every day you will be faced with a crisis. The sense of crisis of a large enterprise is stronger, and the leader is the most tired. Therefore, in this process, we must see clearly life and death, do not get entangled in one-sided points, and the most important thing is to find a way out.

I admire many entrepreneurs, one of them is Richard Branson, chairman of Virgin Group. I asked him a question. Why did you do everything well? Virgin bank did well, aviation did a good job, the recording industry did a good job, virgin wedding dress was also very good.

He said to me, "I will always find ways to live on other people's dead places". When he wants to be an industry, first he will judge how many businesses the industry has died. He did not study the living. He studied the dead and where they died. If you can find his dead hole, and the place where he dies is exactly what you can do well, you will be this. industry The most vital industry in the world.

3. eye piercing

I ask every entrepreneur to practice a skill and get a good eye. Read yourself and read others. Is it easy to read oneself? It's not easy. I find that many entrepreneurs are confused. I ask him what his long board is, and he can't tell. What is your short board? He can't tell.

As long as you really find a long board and learn from it, you will make progress very quickly with other projects. Let's not make up for it any more. It's not that easy. After a long time, the short board has not been complemented, and the long board has been overtaken by others, so you are nothing.

　 4, create 4 abilities in the future.

A team must understand itself and start with these 4 abilities. If you have these 4 abilities and solidify it into the enterprise, it must be the strongest enterprise, no matter what era it is.

1. the ability to create people to people's links

First, the ability to create human beings to link people. Only by learning how to create people can we convert individual value into group value and spanform it into industrial value.

Many enterprises regard "making people" as recruiting several good employees, but not. Recruiting a few good employees is the first step. What kind of employees will be put in the pickle jars, and the good companies will have the ability to create people.

Don't care for radish and cabbage. If you get the soup done, throw it in. When employees come out, they will be super confident, super competent and super responsible. Popularly speaking, it is to create enterprise culture and create enterprise value.

Yi Wen is a Chinese handicraft workshop. It is very difficult to build a team. It is very individual. Every embroidered girl is in different mountains. She is an old people of different nationalities. How do you light her dream?

For the first time, I set up a training meeting for embroidered mother. At a hostel in a county town, I notified the second day of 9 a.m. to second p.m. at 4 and 5 o'clock. Later I discovered that there were no drops, only legs. Many elderly people get up early in the morning and go all the way until afternoon. It's hard to get together, a large room, I really do not know where to say, because the language barrier, they are all different nationalities, the environment is also different.

I said you should do your best and take you to Beijing one day. They all applaud, because they all know that there are Tiananmen in Beijing. I said, if you work hard and go to London one day, no one will applaud, because I don't know what London is.

It's our group of people who are doing the handicraft industry in China. The first time I finished the meeting of embroidered mother, I sat in the mountains and cried. I said it was too hard to do, as if there was no direct dialogue on a different time and space on the earth. I said to the local village head, "you are amazing, and you are doing art. The village chief said how to be an art. We have been in the family for generations. This is our poverty day. I think it makes sense. You say it's art. He doesn't understand art.

The best way to face such a group is to prove that we can bring value to them. So we have chosen some IP and star embroidered girls who can speak Mandarin and have charisma. When we let Grandma granny get 550 thousand of her income two years ago, this is not difficult. We can see that this is a matter that can change fate.

The process of making man is very happy, because it is also a process of finding value. An ordinary embroidered mother has no dream. Every day life is to cultivate the land, to support the family and to see the children. But today every embroidered mother will tell me what kind of person I want to become. I will let my family live a good life and sell the skills to the world.

2. the link between the ability of creation and the object.

The second ability, the ability of creation, to link things. The ability to create is yet to be tested, not what you say, but whether consumers approve of you. The ability of creation is from spanaction value to use value to service value.

Transaction value is the most primitive, selling a product is the spanaction value; later we do housekeeper service, turn it into use value, users do not buy a piece of clothing, but buy the elegance of the whole year, buy the best image of the year, become a service; my housekeeper at any time, on different occasions to match you with different clothes, become a service value.

The housekeeper at the front desk is a traffic guide. It doesn't need to be my staff. She is the best teacher in MBA. She is the director of the office, the white-collar worker, the fashionable lady in the office of the big enterprise.

When I opened the front desk, I asked every housekeeper to have assistant, designer, volume teacher and team. We don't have a store, but a housekeeper can do 10 million. It costs much less than a store. The most important thing is membership service. The best value of membership is to avoid competition.

I have been in the department store for 24 years, and it is a competitive environment. Every one of them tries to get the guests in, put on clothes, pay the bills and pay the bills again. The process is basically the same. But one day, if you don't let consumers enter, you will avoid all kinds of brand competition.

Today, we have risen to not only provide clothing for customers, but also for customers to dress for a family, and even help him pick cars, buy private aircraft and do large-scale activities. When the customer enjoys the service, his judgement of value is totally different from the product you sell to him, that is, the value of the big brand.

Many Chinese brands lack the ability to tell stories, and can not turn products into high value services. Many years ago, my first experience of consuming Hermes was shocking. At that time, I was excited to take a bag of limited money. After giving me the price, I could only say that the price was more than a hundred thousand, and I said it would be too expensive. How many clothes would I have to sell to buy a bag? I said, let me see that bag. The man said he could not give it, and the sheep still had it. After six months, I gave it to you.

I didn't eat any food for a few days. More than ten thousand did not see anything. But a month later, I received a card from France. On the card is a very beautiful, colorful silk wrapped circle, with a sheep inside. The next paragraph was particularly moved, and said, "the sheep for you is raising in the silk ring."

As soon as I looked at this card, the sheep were all like this. Could the bag still be bad? From second months, I felt differently, and the money was too valuable. Later, he sent me a card, which was very soft, and a man with long hair was sitting there. The card says, "we asked the most famous artist in France, the sheep to shave." I don't know who the artist is, it's a figure. But at that time, it was too much for an artist to ask for an artist to shave.

Later, when building a housekeeper service, I found that the cost performance and satisfaction of the consumers themselves did not come from the products, but from the process. When you start building a house, you should let your client know how many cattle the building is built.

3. the spanformation of the ability to form.

The third ability is the spanformation from the ability of the type to the type. Now we all talk about advanced customization and everyone's market, and everyone builds it alone. But the point is, do you have the ability to build?

When you have 100 thousand customers and want to do everyone's market, everyone is different. You will find that you can't do it at all. You can't do anything differently. Therefore, when meeting user ecology, we must pay attention to whether you have the ability of industrial ecology. Do you have the ability to combine industries?

When we assemble orders, raw materials suppliers and the whole upstream and downstream industries, we can make fundamental changes in the whole industry. Whether they are category a customers, brand customers, B customers, wholesalers' customers, C customers, small sellers, or net red customers, they can collect energy through the platform, so that everyone can achieve configuration.

4., the ability to build up to the potential crossover.

The fourth ability is the ability to create a potential spanboundary. The potential energy of an enterprise is very important, and you will find that a firm with a strong potential is more than 45 degrees, or even more than 60 degrees. The potential energy is built on the whole team, it is not born, and when the potential energy comes together, all parties will work together to push you. This is called "go on the tide."

The ability to discover beauty is the ability to create. We spanform the dyeing house of the town and the former residence of an affinity into an experiential workshop. Everyone can dye his scarf himself. You will find it very interesting. You have to sell him a scarf. 100 or 200 yuan is very difficult. Once he has dyed his scarf himself, he can buy more than 20 pieces to send friends, because he made it himself.

So consumers are essentially going to play, to experience, not to buy things, I believe he does not lack these scarves, but when he himself dyed, he felt this scarf was too good.

So, let's talk about high speed growth. There is no other way to create it. Create the latest feelings and create imagination beyond consumer expectations. In other words, the best way to promote consumption upgrading, acquire better experience and achieve industry multiplier is to start from the heart.

This heart is the heart of the consumer, and the heart of the consumer is the nearest place from the wallet.