Lock the high end

Many enterprises can't survive because they want to succeed so much that their minds are full of "me"-how can I make money? But on the contrary, to survive, we must first think about user value. If you want to live long, you must think about the lifelong value of users.

? The initial heart of management-achieving users

Don't be disturbed by the colorful world, return to the original heart, lock in the high end, and create real value for the whale. This is the essence of management.

? Discrimination and selection

20/80 rule, grasp the core 20% of things.

The core 1% determines the volume 5 1%.

Core fist products, key gold medal employees.

The most critical whale customer

? strategic thinking

The real strategic thinking is: from the beginning to the end.

Now, the future, now!

Entrepreneur thinking: believe and see. Facing the future, altruism.

Plate thinking: seeing is believing.

Dreams, determination and faith!

Goal:

Pei county is the first in three years!

Number of students, turnover first!

Ten years later, China martial arts industry is the first!

? : learn from the best benchmark

The essence of benchmarking is to find the best experience, find the gap and make up for the missing things.

Drawing on excellent industry benchmarks, it is much easier to start from scratch this time.

Li Jian: In order to establish Fengchi Media, I visited all the excellent advertising companies in Beijing and Shanghai as a customer to understand the product structure, marketing and operation mode. In the first year, it became the first advertising company in Yunnan!

? standard

Or start at the end

Take the height you want to reach as the standard and ask yourself!

What kind of standards will attract what kind of customers and what kind of employees.

? Altruistic thinking

Altruism is egoism! Altruism is actually the greatest selfishness!

Give up if you can't get it! It takes a cycle, but many people can't see it.

The relationship between wish and wish is causality, giving up is cause and getting is result.

Adults can only achieve themselves if they create value for each other.

The lowest logic of business: create value for customers!

Altruism!

Abandon your own selfish desires and be considerate of others.

Business is Buddha, justice and benefit are integrated, and justice comes before benefit.

? Start thinking

How far and how big an enterprise can go is often closely related to your intention.

From the beginning, my mind should be: help my customers and users become who! Achieve customers!

Users are the root of strategy and the foundation of strategy!

? Pricing thinking:

Jew: Reducing the price will kill you!

Two ways: either lock in high-end, innovate value and give high-end customers unique value, or do the lowest cost and take the road of cost leadership.

Two breaks: either break the highest price or break the lowest price.

Value innovation: lock in high-end and differentiate value.

Cost leadership: cost minimization!

There is only one way in Taekwondo:

Lock in the high end and innovate in value!

? Consistency:

If you are a five-star hotel, even your toilet and your towel must be five-star standard, otherwise users will be disappointed and the strategy will fail.

Competitors let my sales decline, indicating that the market gave me a signal: my differentiation is not clear enough, what I want to do is not to reduce prices, but to increase differentiation!

Xiangwutang

Teaching and service training from Tuesday to Friday

User upgrade

Price-standard!

Constantly improve their own standards to meet the needs of users.

Strategic criteria:

Profits are returns that exceed customers' expectations.

Profits are tips,

Surprise customers, move customers and scream customers.

Dyson vacuum cleaner, hair dryer.

Let customers choose you, fundamentally speaking, you can provide unique value!

Many people think that customers can provide better products than their competitors, but experts are different. What they think is, how to make a difference?

It's hard to do better, but it's easy to do differently!

Redesign strategy and open up new battlefields.

Designing unique user value: finding out the value anchor that distinguishes competitors

For example, in 20 10, China market Red Sea, vivo positioning 18-35 years old ultra-thin music mobile phone, the sales volume exceeded one million, and it was expensive.

In the era of mobile internet, Matthew effect: the more successful the winner is, the less successful the loser is.

Find anchor point:

Occupy the commanding heights of the industry, front-end research and development, back-end channels, brands

Be an opponent's user, find the opponent's pain point and become your own value point.

Become the CEO of your own product and find fault.

Value anchor: the commanding height of the industry, the separation point of opponents, and the value point of users. The combination of the three is the value anchor we are looking for.

Customer demand upgrade

Meet the needs of whale customers

The requirements are high, but it will not be easily replaced if it is selected.

Enterprise standards must be high. At this time, product upgrade, talent upgrade, organization upgrade, service upgrade and process upgrade will be forced!

Use the advanced nature of the whale to drive the advanced nature of the enterprise to upgrade the enterprise gene.

Giant whale strategy

To implement the whale strategy, the first step is to upgrade values, change the soil of enterprises, and change from the egoism of all employees to consumerism.

Let everyone focus on achieving customers. Only when users succeed can we succeed.

Great whales enjoy the effect brought by the system, but individual employees often can't do this, so the bigger the whale, the less likely it is to be taken away.

The values of action education: honesty, customer first!

How to land?

A: Set an example for the upper class and give clear rewards and punishments to the lower class.

How to lead by example? Consistency of actions and values!

For example, the lecture hall for customers is 5000 yuan per square meter and the chairman is 2000 yuan.

All employees of the enterprise allocate the best resources to users.

? Leaders must take the lead in setting an example, personally proofing, establishing standards, establishing mechanisms and continuously tracking, so as to ensure the landing effect of values.

Landing of values

Values-Principles-Guidelines-Scenes-Actions-Reward and Punishment

? Action: honesty, efficiency first.

Honesty is the bottom line of being a man, and effectiveness is the standard of doing things.

? Principle:

What is honesty?

No hypocrisy, no excuses, a sense of responsibility, keep promises, trustworthy.

? standards of behaviour

Scenarios: Examples and Counterexamples

? Action: Those are strongly advocated and those are firmly prohibited.

? Reward and punishment

Taking values as the selection criteria, the standard of talents is having both ability and political integrity, and the essence of talents is values.

King:

Thought: altruistic heart

Life: Honesty is the foundation.

Doing things: efficiency first

All employees know from top to bottom:

Company goals, what to do, how to do it, what to do, specific to every day!

The goal is well known, completely implemented-completely open the status quo and results. All the staff are working in one direction, and the efficiency is very high.

Values should be consistent from top to bottom, from leaders to middle managers to employees.

Giant whale strategy

For example: Eastern Airlines Platinum Card

Five-star hotel gold card

Personalized stereotypes:

Buy whales, please whales, and touch whales.

Meet customer needs

Dimension reduction: let the major general be the company commander and plunge into the front line.

? Learn the hotel industry

Stratify all customers, put whale customers first, establish a higher standard service process for whale customers, train employees to follow the process and follow up the inspection.

High-end customers are value-oriented, not cost-effective.

There are two conditions for cost performance: good performance and cheap price.

The demand of high-end customers: pay attention to innovation and provide customers with a unique product that exceeds his expectations.

Small and medium-sized enterprise segmentation:

High-end in low-end, high-end in terminal, high-end

User value, the more you think about users, the higher your value.

Customer segmentation:

A whale: small proportion, large consumption and high price.

B Dolphin: The quantity is moderate, the price is moderate and the profit is large.

C shark: Big consumption, sensitive price and little profit. But by rebuilding the customer relationship, it may be transformed into AB in the future.

D Xiaoyu: meager profit

CD customers account for about 80% of the total customers, but only 20% of the profits are generated.

? After customers are classified, employees should also be classified.

Employees work together to continuously improve in their own areas and effectively improve the overall efficiency.

? Customer upgrade, first of all, employees should upgrade within the enterprise.

Great whales should have the process of great whales, dolphins should have the process of dolphins, and new customers should have the process of new customers.

Whale: The top leader will go out in person, and the management will increase the core staff and set up a big customer service department to take full-time responsibility.

Dolphins should be divided into three categories: ABC, lock in category A, let old employees focus on category A, turn into whale customers, and give up BC.

Shark: Like dolphins, the old employees are responsible for the classification strategy.

Small fish: after classification, there are small fish, miscellaneous fish and herring. Pay attention to herring and let new employees

Do it, and never allow old employees to do it.

? Old employees must focus on dolphin and whale customers, and can't catch big shark customers or herring. New employees should be strictly required to catch herring. Don't mess around!

Management and core employees-whale

Old employees-dolphins

A new employee-herring

Clear division of labor.

Product is strategy.

From the user's point of view, he can't see the strategy, what he sees is whether the product is valuable to him.

So the inside is a strategy and the outside is a product.

The strategy is to start thinking, and the product is to implement!

Resources and energy are limited. Without depth, there is no moat and fortress of competition. It's too easy for competitors to copy your products, and they can surpass you with a little effort.

If your product can't provide enough user value, you can only discount it.

? Users don't want much, but it's still good!

Creating sharp knife products: seeing the world with four eyes

? Look at products, look at income, and look at profits.

? Look at the customer and see the repurchase rate of the customer.

? Look at your opponent and do differentiated dislocation competition, not who is better, but who is different.

? Look at the trend, look at the trend of developed cities and regions, and think about points, lines and bodies.

Lock sharp knife products, all manpower, material resources, financial resources and energy are the same!

Make a product to the extreme!

Success comes from the accumulation of time at a point!

? Don't be obsessed with the big and complete product system!

(Relationship) Service+(Professional) Product

Good product+altruism

Altruism: true empathy, giving each other what they want.

The essence of the relationship, first of all, is kindness, injecting feelings into relatives and making customers feel the temperature.

We must also ensure high-quality service and exceed customers' expectations in service.

? Dislocation competition

distinguish

? You will be the person you mark.

? concentrate

Concentrate all human, material and financial resources on one product, such as Marlboro, such as Apple.

? The essence of business

Achieve users! Only by helping users succeed can you succeed. So you must achieve users, and you must make users willing and scream from the heart!

You don't need to do a lot of things, you just need to do one thing, and do it thoroughly to be the first in the industry. You have to be very, very focused and unfocused, and you can't exceed the expectations of users at all.

It is much easier to do one thing first, and then do the second, third and fourth things.

? love

The story of Li Jian and his son

All problems will go back to the original point-love.

One day, when you start complaining and feel that you are a victim and worthless, what you lack is love. If you don't love, you will be sad. If you love, you will feel better.

Quick product, throw yourself at it wholeheartedly and put all your love on it.

Who is in the tobacco field in Chu cigarette factory?

Grow oranges and pick chicken manure.

Grinding bean curd brain to his mother-starting a business comes from a simple heart.

? Excellence, high standards!

The real competitors of enterprises are not peers, but rapidly changing customer needs.

How? Learning-reflection-improvement.

It is only a matter of time before an enterprise becomes the number one in the world, paying attention to user value, learning every day, reflecting every day and making continuous progress.