As long as China's super-rich are mentioned, people may think of Ma Yun, Ma Huateng, Lei Jun and others. But who remembers the super-rich 20 years ago?
It seems that there are few names to be said, and this is the reality.
Some people have indeed learned to keep a low profile, but most people have lost themselves, either the industry has set on the west, or the transformation has failed and they are in debt.
Have we ever wondered why these super-rich people have disappeared in the end?
Most are for the same reason: at a critical point in the company's time, the wrong decision was made.
No industry, no company can always develop at a high speed, how do the founders of the company deal with the sure coming decline in revenue growth?
This forces entrepreneurs to find products or methods that can make the company grow at a high speed again.
Recently, an entrepreneur found me through a private message, he is doing mask business, in 2020 made a wave of money, but now can not lose money has been thankful, a variety of competitors, a variety of styles continue to stimulate the attention of consumers, their own goods have no price advantage, there is no style advantage, survival is more difficult. See if there's any way to get the company to take off again?
Usually when I encounter this situation, my answer is: it is difficult!
This situation is very much like corporate financing, we must raise funds at the best time for the development of the enterprise, so that we can carry it over when the company or the environment is in difficulty. However, many founders do not raise funds when the company is developing well, and when the company's capital chain is about to break. The results are often bad, and precautions will always apply commercially.
No company can lie on the vent forever, and the outlet will be obsolete. Especially the huge opportunities caused by these sudden events, the time window for profitability is very short, and entrepreneurs must think about the second curve of the company's performance growth.
Li Shanyou mentioned the growth story of Meituan in "Second Curve Innovation", and also explained why Meituan can become the third largest Internet company in China by market capitalization.
Meituan's main business at the beginning was to do group buying, but most of the business was done on the computer. It was also the last madness of the PC era.
I don't know why, there were more than 5,000 Internet companies competing with meituan in the group buying market that year, so it was also called "thousand regiment war".
Meituan was not the company with the most financing at that time, so it could not afford to play large-scale subsidies, so how did Meituan win?
The main thing is to spend the money on the cutting edge and develop a very perfect strategy. Just when the vast majority of group buying websites seized the resources of first-tier cities such as "Beijing, Shanghai, Guangzhou, and Shenzhen", meituan retreated to the second-tier provincial capitals. The goal is not to win instantly, but to live and kill other companies.
Facts have proved that Meituan Wang Xing calculated very accurately, and many companies withdrew from the group buying market because of the broken capital chain. Because the first-tier cities have been educated by capital, the US group will be very advantageous when it enters at this time.
The victory of the US regiment in the "Battle of a Thousand Regiments" is called "crawling out of the pile of dead people".
The victory of the US group is a thing worth celebrating, but Wang Xing is also surprised to find that the group buying market has reached its limit point, and it is difficult for the company to make great long-term progress. If no action is taken, companies may also disappear into the torrent of the times.
Wang Xing, who has a sense of crisis, has set up dozens of small screens in his office, specializing in those apps with more than 1,000 daily orders. After a lot of data analysis and logical reasoning, we finally selected the takeaway as a single product.
Do you know how determined Wang Xing is in doing things? After Wang Xing saw that the growth of the group buying business had disappeared, he directly dissolved the group buying department, and these people all invested in the takeaway business. In the end, Meituan takeaway became meituan's second growth curve.
How to choose the second growth curve of a company? One key word may be involved here: the breaking point.
When a company wants to get a second growth curve, you will find that the company has a lot of choices, but many of these choices are wrong, what should we do?
That is to try to find a breaking point in a certain industry. The premise that this breakpoint can happen is that a single element has changed more than 10 times.
One of the main reasons why Bezos, the founder of Amazon. He gave up his enviable Wall Street job to have Amazon. If it weren't for the divorce, Bezos would still be the richest man in the world.
In the same way, many of the super-rich in China have disappeared either because they have chosen the wrong breaking point or because they are waiting for the old industry to die.
Have you found your company's second curve breaker?
This is the best of times, but also a worst of times, with the integration of capital thinking and innovative models, the whole world is your stage!
In the new business world, there are no eliminated industries, only eliminated products and outdated business models, and all commercial competition in the future will focus on product innovation and model innovation.
A company or a boss, if the shortage of innovation ability is doomed to lose in advance, remember that there is no innovation, where there is imagination!