Good afternoon, classmates. I may talk to you about our most basic needs today. Why do we want to start a business?
I remember when we were young, the first sentence of an older meeting was generally eaten? Do you have this concept now? Including the business in our place in southern Anhui, no one said that you are doing business. Will you ask if you earned? He called the business a profit. So eating is our most important goal. That is to say, survival may be our most important factor. We want to start a business. I believe that most people start out to survive, to make themselves good, or to let your family live well.
Of course, there may be a lot of younger 80s and 90s today. You are very lucky today, because with your father’s generation laying the foundation, your current business is more for the sake of doing things or for your ideals. Very rare. But in the same process of entrepreneurship, survival will actually return to the first place.
This picture is a microblog that I sent on August 6, 2010. If you are interested, you can find Cai Wensheng's five needs in life. When I painted this picture, I positioned it as our own five important needs, starting with survival, quality to show off, feeling, and spirit.
The first stage of survival, including a business, including a person, you must let yourself survive, including why we want to melt money, when you do not have the money, I often say a word, a person to start a business You can't say what you have to do because you have money, but you have to think about what you can do when you don't have the money. Don't say you can get the money, you can do this. With this kind of thinking, it is very difficult for you to go to the second and third steps, so survival is the most important first principle.
When your survival is satisfied, you will naturally pursue the next thing, quality. If you want to pursue a higher quality of life, you are not satisfied with just eating, you have to eat better, eat more comfortably, you have to go to the restaurant. Including you are not satisfied, just have a bed, you have to live with quality, like the house made by Vanke. You are not satisfied with the use of bicycles, and you are beginning to pursue a motorcycle or a car. The second stage is the so-called stage of pursuing quality.
After the survival, including the quality of your life has improved, we generally enter the third stage, which is to show off. Because you have to prove to others that you have been better than others, prove to others that you are doing better than others. The so-called show off, we are not satisfied with eating, wearing Nike shoes, or Adi's shoes, we have to wear LV, we have to open a BMW, no longer open a Toyota car, this stage is your show off stage.
Going up is the feeling, the so-called feeling, when people succeed, we will enjoy letting more people know about our success, writing books, writing autobiography, and even want to make movies. Some people will pursue travel or play art, and these are all kinds of feelings.
The final stage of man is actually to reach the spirit. When you travel around the world, you will return to the roots of people at that time, thinking about why you are alive, including what you are doing in front of you. If you are promoted at this spiritual level, even if you want to pass on many of your things, this is actually the spirit.
This is the five needs of people. I was particularly interesting when I posted this post. I didn't know Maslow's theory at the time. Later I sent this post. Most people commented that this is similar to Maslow's theory. I am also very happy. I found that I was a little close to him.
What I want to talk about here is that the corresponding entrepreneurship is divided into five stages, including the five products that we do, the more successful entrepreneurs in the first 20 years in China, the more successful rich people in China, they only do the front. Two things, survival and quality. For example, Wahaha produces water for us to drink. It should be between survival and quality, and truly satisfy our drinking. The tap water in the village is well water, this is called survival, Wahaha is to make quality. 30 years ago, the Chinese didn't even wear clothes. I didn't wear a new dress when I was ten years old. It was usually my brother or the person above. I don't want to wear it.
But then in my hometown of Quanzhou, a group of clothing companies, including seven wolves, Anta, at that stage, they are actually satisfying us two things, that is, to survive, to make your clothes dress better. Anta and the seven wolves started selling big groceries. One pair of trousers was 8 yuan. Even if a skirt is 12 pieces, they can stand out from the crowd. In fact, they are the best quality of the second stage. They opened the brand. Like Anta, the seven wolves were in the early 1980s, and Jinjiang may have tens of thousands of companies, and the brands that will eventually stand out are just a few.
Earlier we can see what most people provide for survival and quality. Now in terms of our daily product needs, we enter the stage of showing off and feeling. What is showing off? In the past we will pursue luxury goods. Our pursuit of BMW and Bentley, including the pursuit of luxury homes, are actually pursuing to show off. In addition, we found that the strategy of the whole country to promote cultural creativity, including countless people studying Chinese studies, is actually something that is pursuing feelings. Because the national level also needs to be improved. Why the film market is booming, including the so-called various art auctions, including the return to all kinds of respect for ancient culture, in fact, we are returning to this level of feeling. Of course, China has not yet reached it, but from the perspective of the country's strategy, our Chinese dream will take it to the spiritual stage.
Everyone will find that the highest definition in the product field must be spiritual. What is the most powerful business model on the Internet? It must be religion, such as Buddhism and Christianity. The most beautiful building you go abroad must be a church. In China, we often travel. In the scenic spots, you see temples. It does not provide survival, nor provides quality, nor does it provide ostentation and feeling. It provides spiritual products. For you, but it is the most profitable. Nowadays, many people in this field are doing it. In Fujian, there is a place where they have done two very strong industries. Fujian Putian is the first to do hospitals and manage health. Second, they now contract more than 50% of temple management in China. .
From the perspective of enterprise development, we will go back to the Internet through five stages. The industry we are in is very fortunate. We have skipped the survival and quality. What we are doing now is the above three stages, which is to show off, feel and spirit. The Internet we can do today is benefited from the efforts of our fathers in the past 30 years, satisfying that China will not eat enough, not warm, so that we have the opportunity to enter Internet products.
At the same time, the Internet can be subdivided into five stages. In 2000, Sina, Sohu, and NetEase were the three major portals. They are satisfying our survival. He allows us to accept all kinds of information. QQ also satisfies our communication. The Internet before 2003 was also in the survival stage. With the development of the Internet, we have more and more things. The initial Internet products are not quality enough, the call quality is poor, the Internet quality is poor, and the communication is not smooth. Only then are a lot of social products coming out. These are all improving the quality, of course, this quality will continue to improve.
The so-called show and feeling is actually entertainment products and games. Why does Tencent’s company make so much money? What he sells today is selling feelings, playing games makes you play well. Giant Company has a "Journey" game, probably only a few million players, not many, the real paying less than 100,000 people, really provide him a few hundred million a year is said to be no more than a thousand people, there are The year has smashed more than 80 million. why? Because he provides a girl who can be a king, can be a gangster, can give flowers to his favorite girl, this is actually selling feeling.
Let's look at the most successful products in the world, the most powerful companies. Of course, we can give a few examples. Companies like Wal-Mart are actually more about providing survival and quality, like Toyota. Nike, Adi, they do the second layer of quality, LV, BMW, they will meet the three conditions of survival, quality and show off. The general product features are only very good for these three layers. Why do you meet three levels? For example, BMW is a car that can let you drive first. Second, his quality is better than others. Third, you can drive BMW to achieve the level of display.
At present, there is one of the most powerful products in the world, and all these five are done. Can you guess which product is it? Apple. Why is Apple now the world's most valuable company? You pay attention to it, he almost meets five levels, the first is a phone, which meets our most basic needs. The quality of the second apple is really unbearable, in the field of mobile phones. Thirdly, of course, Apple is not showing off so much, but when it comes out, it can make you force it. Many people buy it because it can be loaded, including the current watch. In fact, I used it for a while, I am more. It is loaded, so I used it at the earliest. Fourth, where does his feeling come from? It's not provided by Apple. It has millions of apps in the app store. It is the way to let you play. You download the Mito show, make you beautiful, and download the game to let you play. There are various kinds. Everything, that is the feeling. Who is the spirit? It was Jobs, but he died young, but Jobs did the spiritual leader. Many of us here are because of Jobs, we will go buy his products. So a company or a product, you really can finish all five, really is the most powerful.
There is a company in China that is a bit close, but each point is only six or seventy, which is Ali. Ali's company provides our basic e-commerce business, its platform Taobao, Alipay function quality is also first-class in the world, the only thing it lacks is to show off and feel, these two Tencent companies are offering. But the same two companies, Ali and Tencent, Ali Mayun have the spiritual strength, no matter in the cultural company to the radiation of the society, Ali's number of users will not exceed Tencent, but its value and influence exceeds The reason for Tencent is that there is a spirit.
Go back and see what you are doing, what level you are doing. Generally speaking, a company has to go through these five stages. If you want to jump over, it is very difficult. Just like a person you have not enjoyed the prosperity of wealth, you suddenly said that you can not restore the environment. There is a movie "Party B", which means that a person goes to a village to restore the environment, then he is hungry, and finally kills the chicken in the village, because he has not enjoyed the prosperity, it is difficult to recover him. The mind you want is calm. There may be only one kind of person who can jump directly to the production of survival and quality, and jump to the feeling of play, such as some writers and artists, but 90% of such artists and writers are poor because they skipped this. Level, so he can only be respected by others after his death, but it is not easy for him during his lifetime.
I help you analyze, the five stages of our own, including the five stages of a company, including the five stages of the product, you can combine these three aspects, and then re-correspond to what you are doing now. Of course, if a company can do its best, it is best to be able to run through, for example, three areas or five areas, that is, people like Jobs. But if you can achieve the survival and quality of the front, show off, basically this product is very powerful.
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