Zhang Lijun: penetrating uncertainty depends on four "invariants"

Deeply understand the uncertainty of business

now , We should carefully study the national macro policies 、 Industrial policy . There is a lot of certainty about the country , We should be in the right general direction , To find a chance .

The first one is clear , All walks of life are moving from extensive to high-quality development . Many industries in China were developed in an extensive way . I'll take a piece of land , I just want to hold it well , I became a developer . I took a mine , I became an energy company . I got a license plate , I can do finance .

At that time, China did not need to be managed , Because it is an extensive development , This is consistent with the characteristics of each stage , The characteristics of extensive management . It goes without saying that the previous management was not good , In fact, the smartest people know what to do at each stage .

Extensive development in China , When infrastructure construction is in full swing and people are in poverty , You can make a lot of money in those industries . But go back , Every company , All walks of life should develop to high quality .

From last year to this year , We signed a lot of energy companies that we thought were incredible 、 The real estate company 、 Customers of mining companies , It turns out that they all belong to extensive development .

But today it has to be discussed with you , A large mining enterprise wants to discuss high-quality development with you 、 Digital transformation , Which global system should be introduced to manage . It's all the same , We should all move towards high-quality development .

The second is from the state to the government to every enterprise , We all need to focus on , Transformation from demographic dividend to talent dividend . for instance , Now under the epidemic , All enterprises are eliminating people in large quantities , Especially some big factories , Tens of thousands of people came out .

Like the employment of college students this year , The employment rate of graduates from many famous schools is the lowest in recent years , How many good children can we recruit here . You see a lot of big companies , It's behind a lot of people , Not just to reduce costs , It is more about optimizing the talent structure . There are a lot of talents outside today , Maybe it's cheaper than the talent I already have , Why don't I take this opportunity to replace ？

in fact , The same is true of the development of a city .

As you know, in the past three years GDP Hangzhou is not the first place for growth , It's not Shenzhen , But Hefei . Because Hefei has the Chinese Academy of Sciences , Basically, Chinese Academy of Sciences aims to provide talents for iFLYTEK . Look at the development of each city , Including the development of Shenzhen , Including the development of Hangzhou , It's all because of the talent structure ？ So an enterprise and the government are the same , We must have talent bonus .

Today in China “ thetime ” Our technology is also due to the reserve of talents , Because the construction of our basic disciplines is relatively weak , As a result, some of our hard core technology talent reserves can not afford , It will take a long time ,10 Year to 20 year , But this is a big change in direction .

Before we 10 I have been arguing for years , Is it the Internet + industry , Or industry + Internet ？ The Internet serves traditional industries , Traditional industries serve the Internet ？ Now we don't have to fight , Because you will find C to B The mode of will become the mainstream mode .

In Professor Zeng Ming's book , Everyone says C to B Is our ultimate business model , I think it may not be so absolute , But it must be the mainstream model , That is to say, in the future, no matter what you do to C Of 、 do to B Of , Your online and offline integration is inevitable .

The current epidemic situation “ The black swan ” Accelerate the digitalization process of every enterprise . In the future, if each of our enterprises is not digitized , We can't digitize our office , Customer service cannot be online , Management cannot be online , Our marketing reports cannot be online , Then you will be eliminated soon . Now the enterprise online has become a matter of life and death , Many years ago, everyone thought that it was played by big companies , Small companies don't have to do , But not now .

meanwhile , Changes in the international situation have also made the development of many industries very unstable , And technological innovation , Many people have no feelings about technological innovation .

But I want to tell you , We must always embrace new technologies , Because you may not be a technology driven company , But you must learn to use technology . If you can't use technology , Behind the technology is the reconstruction of the whole business , The reconstruction of the whole business bottom , There's nothing you can do .

Because when technology comes , Your customers' consumption scenarios , The scenarios in which your customers use your products are changing .

You'll find technological changes , It has formed our consumption habits . Even if there is no epidemic in our future , People will still be very used to shopping online . The development of technology has made a big change in all our business consumption scenarios today . If you don't understand , The technology has not been applied well , Then you don't know how to do your business .

The change of flow is what we all want to pursue , This is also one of the business uncertainties we face today . So it's still that sentence , No matter how you change , The world is changing . This is a big topic for each of our companies , Development of the company , The development of the organization , The development of our people really can not keep up with these changes in business .

Many business changes , In fact, many companies do not do . We are now helping a large number of brand customers with transformation , We are helping it with its online transformation . But online transformation is not that simple , We need to transform a big brand online , It is not a question of getting customers , Behind this is the dealer's pricing policy 、 Product policy 、 Marketing policy 、 Brand transmission , Including human ability 、 Technology research and development , A series of changes .

The business world is changing too fast , But essentially , It is our people or the organizational structure of our company that can not keep up with the changes in business .

This seems to be an eternal problem of enterprise development , Every company is the same , No matter how small it is , We always think that human ability can not keep up with business development .

Embrace the certainty of business operation

There are so many changes in business , For Entrepreneurs , What is certain 、 What's the same ？

Say first conclusion , I think there are several points that remain unchanged ： First, the starting point and foothold of all our strategies remain unchanged ; Second, we operate “B2B”（Back to Basic） Strategy is unchanging ; Third, it is eternal to embrace organizational innovation ; Fourth, embracing technological innovation will never change .

First of all , The starting point and foothold of the strategy remain unchanged .

The starting point of strategy is called Growth strategic , Growth strategy . No company's strategy is not based on growth .

The foothold of our strategy is called user experience . What is the user experience ？ People who use your products and services . Here we must make clear that users are different from customers , Possible overlap , It may not overlap . For example, you buy a course for children , Children are taught , He's a user , Parents are clients , The buyer calls the customer . But if your user experience is bad , He will eventually give feedback to the customer , So you see, our business is always called customer value .

2018 Since, we have been consulting traditional enterprises , Help them to upgrade , Help him do the whole digital transformation .

I always tell them , It is not the Internet that really abandons you , What really abandons you is customer value . When your products and services , Your customers don't think so Value When , He doesn't want you , Or he will find a new substitute .

We have experienced high growth 10 Years and 20 year , For example, real estate 10 Double lever 、20 Double lever 、 High debt ratio 、 High operational efficiency . We have also experienced this wave of Internet blowing “ Pig on the tuyere ”, The so-called pattern on the tuyere .

China has a magic spell , When the industry is hot , Capital to speculate , It will be out of tide in the third year , By the fourth year , Most of the tracks in this industry will die . This is the mantra of the so-called "business on the air outlet" in China .

So you must return to the essence , Whether you are new economy , The old economy , this 10 Years down , How fast we walk is the slow road .

What is fast is slow ？ It seems to have found a vent , Use capital to expand , The expansion has reached a certain extent and can not go on , We return to the foundation of management , But the vast majority of enterprises have no opportunity , It's dead . Of course, some enterprises are resurrected after death , I consulted Ruixing coffee three years ago . It's Ruixing Kaifei “ Hang up ” After restart , But he is lucky , How many lucky people in China can do this ？

second , Operating “B2B”（Back to Basic） The strategy is unchanged . Three axes of enterprise management , Never forget Back to Basic, Back to basics .

We have done many first-class customer consulting in the industry , Find someone else 20 year 、30 The head of the year , Taking another path , Slow is fast . It averages 20 In, we will become the first in the industry , Why is it 20 year ？ Because it is repeatedly adjusting the model , This is actually the process .

Third , Embracing organizational innovation is eternal .

It was easy for us to do business in the past , Business belongs to business , The financial belongs to the financial department , The return of manpower . But how to build a system , Able to cope with all big changes ？ This change is bearable ？ This requires a set of systematic thinking to build .

Systematic thinking is building blocks , I build a block , Can make it enhance the effect , Make it work longer and faster . For example, I put forward a set of very stimulating sales incentive policies , This is called enhancement effect . But at the same time I have to consider the regulatory feedback effect , Why? ？ Because after you blindly increase, it will have many side effects , So you have to do a feedback system .

such as , The same set of very stimulating sales system , It is likely to have side effects . The side effects here , There are usually two ： One is , Sales performance is high and low every month , It's not smooth , Once the results come down , People don't make money , The employee leaves ; Two is , If you stimulate your employees , Only money is always bound , The employee soon lost motivation .

When it comes to systems , How to deal with ？ What should I pay attention to ？

First , Note the delay system . When all our systems are implemented , When all management actions are executed , It has a delay effect .

Let me give you an example , For example, we have made a performance plan for a customer , Everyone is excited after the performance is done , Including those front-line managers who called , I feel as if I'm going to get an incentive , I will be promoted soon , I'm about to get the stock .

I said you don't have to be happy too soon , If this set of performance falls to the ground , None of you will get the result . I tell you , I said you are the one who said the system is good today , It is you who will scold this system tomorrow , It may turn out to be even worse . what do you call this one? ？ It is called delay effect .

You will continue to inspire me , Unless most of us get the results , Then they can enjoy the dividends of this system , They are the beneficiaries .

Why are these performance tools not used well ？ Because the target is not clear , The business process is not clear , The key points in the business process cannot be grasped , Method strategy cannot be grasped , What's the use of tools for you ？ When this tool is used up , Fill in your goals in the system 、 Key indicators , Nothing is right .

The goal is still the goal , The backstage is still full of food , The only measurable thing on the front desk is the sales team . So it is very important for us how to disassemble the goal , But where it is greater than 1000 Individual companies , Collaboration is our biggest problem . When you dismantle the target, the first level will dismantle all the first level targets . Generally speaking, no matter how big the company is , Tens of thousands of people 、 Hundreds of thousands of people are just 5 To 7 Core departments report to the chairman 、CEO, These departments have taken it apart , Their business flows 、 Their duty 、 Their synergy indicators must be clearly broken down .

The second thing to pay attention to , Is to tear it down . From large departments to employees , You have to take it apart .

The third thing is in the process of dismantling , Don't stop at the goal , To split into business flows .

The fourth thing , You also need to grasp the most critical indicators in the business flow , Produce the most important indicators of the results , That's the most important thing . The goal of the business end is finally clear , How to track next ？ This requires the establishment of a goal to implementation system . How to create and manage dashboard data ？ How to do it Review、 Make a second round ？ How to build a daily 、 Once a week 、 monthly 、 Quarterly 、 Every six months 、 Tracking system every year ？

There can be no result without business tracking . After the management things fall , I think the real three-point strategy , Seven point execution , Goal to implementation is the most important system in a company , This is the third system in our business .

Fourth, embracing technological innovation will never change .

technological innovation , Part of it needs to start with internal management , For example, the business support system , It is what we think of as the middle stage . But all good companies are especially strong in Zhongtai , Because you have so many product lines , You have so many areas , You have so many different teams , How can we fight quickly and nimbly ？ What should be done in the business ？ For example, if you want to open a new city , It will help you analyze the strategy of the city , Where are you going to choose your site ？ Where are your competitors ？ What kind of products are we selling ？ These answers are in my 《 Organizational power 》 In that book .

Business is changing , It doesn't matter , The important thing is that we have to catch the same things . What can we do in the face of difficulties . The above is my experience after serving so many customers .
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