Business Ceremony Jiang Lanxin

In June, Beijing, the sun appeared at the beginning of the sun. On the playground of Huaxia School of Management, Jiang Lanxin was waiting for the interview team of the "Business Review".

Beijing Huaxia Institute of Management was a relatively liability school before. Jiang Lanxin ignored the team's opposition to the acquisition, and made it a free university to recruit students from poor families. Over the past 28 years, Beijing Huaxia Institute of Management has trained more than 43,000 graduates, of which more than 4,000 all free graduates have been trained. To this end, Jiang Lanxin invested more than 400 million yuan for the school, most of which came from the training business of Shihua Education Group.

From a business perspective, running a free university is a project that is completely lost, and even from the perspective of fame and fortune, it lacks sufficient significance, because few people will pay attention to a school that mainly comes from the poor and poor areas of the young and old. Essence

But Jiang Lanxin has never regretted it, "this school is at least meaningful to those more than 4,000 graduates and related lives."

In fact, "social entrepreneurs" are not the concept of rising. As early as the early stage of Shihua's entrepreneurial business, Jiang Lanxin put forward three principles to himself and the team: no evil, not short -sighted, and not chasing the wind. He has been thinking about one thing: Entrepreneurs founded a enterprise. In addition to making money, they should contribute value for customers, colleagues, upstream and downstream, to shareholders, and to society.

The "Global Social Entrepreneur Ecological Forum" is 5 years. Hundreds of well -known people around the world have attended hundreds of well -known people, including Cao Dewang, chairman of the United Nations Secretary -General of the United Nations, and Cao Dewang, Chairman of Fuyao Glass Cao Dewang, and participated in more than 30,000 entrepreneurs. One of the public welfare financial forums with the highest degree of globalization, the largest influence, and the largest number of participants.

For free universities, office welfare forums, more people call Jiang Lanxin as "principal" instead of training the popular "master" or "president" in the training industry. On Weibo, today's headlines, Douyin and other public platforms, Jiang Lanxin is also the leader of opinion leaders with the largest number of fans and the most wide audience in the principal level of teaching and training.

Shihua is not the biggest and most profitable in the industry, but it must be the most recognized president education institution by the public.

On the night of the interview, Beijing suddenly dropped rain. In the dense thunder and rain, Jiang Lanxin and the reporter of the "Business Review" kept talking late at night.

What key force is it, which has created Shihua and Jiang Lanxin?

Reconstruction product

Founded in 2001, Shihua was first made a business team in Xi'an.

From the perspective of the training industry, there are three key nodes in Shihua's development.

The first node was in 2003, and Shihua turned to the middle and high -end president education.

During the "SARS" period in 2003, the scale of training courses in Xi'an was limited to less than 50 people. In order to cope with market changes, Jiang Lanxin and the team developed a high -end curriculum "President Thought Storm", that is, the predecessor of "President's Performance Storm: Strategic Execution System", turned to the mid -to -high -end training market.

This choice allowed Shihua to step on the market style of "President Education". The advantage of Shihua is that from content to processes and services, there are genes for major lessons, especially good at customer fission, and corporate bosses can quickly cover shareholders, executives, partners and even core backbones. When the "SARS" ended, the scale of training was no longer limited, and Shihua ushered in its own outbreak period.

The second key node was in 2005, Jiang Lanxin led the team out of Xi'an, opened up the Shanghai market, and successfully entered the Beijing market in 2008.

From Xi'an to the whole country, the main relying on the rapid copy of the molecular company. When the number of people is the largest, there are more than 2,000 sales staff who are active in the Shihua system, and the market radiation capacity covers the vast area such as the Yangtze River Delta, Beijing -Tianjin -Hebei, Pearl River Delta, Northwest, and Southwest.

Shihua's third key node is from the "incremental market" to "stock market".

Jiang Lanxin believes that traditional training institutions include early Shihua, and they all did an incremental market. Relying on marketing to drive, products and services only have the value of "once or several times".

Jiang Lanxin has a large sword on training products in accordance with the requirements of "lifelong value". Shihua's fist product "President Execution Storm" has now been systematically updated 12 times, and has always adhered to "Japanese refinement, weekly iteration, monthly upgrade, annual refreshing annual refreshment "Continuously updated.

Faced with the interview of "Business Comments" about product upgrades, Jiang Lanxin organized Xu Jing, the co -founder of Shihua Education, Yuan Yu, Vice President of R & D, and Han Yilin, executive president of Shihua Evergreen College, decomposed us the " The principle of three -three systems, from the perspective of three scenarios (pre -class, middle and after -class), three roles (lecturers, supervisors, tutors), three services (hardware, software and landing), explain in detail The logic of the upgrade of Shihua products.

In the "pre -class" session, Shihua added "preparatory lessons" and "mobilization meeting" at the site of the customer enterprise to collect demand, pre -discharge interference, and get promises in order to devote themselves. The links of the "Sharing Meeting", "Launch Meeting", "Inspection", "Credit", "Repent", etc. have been added to ensure the transformation and practice, implementation, reward and punishment of the curriculum, and do it for 100 days of landing on the ground. Tracking counseling.

The lecturer, supervisor, and tutor run through the entire process before, class, and after -class. Among them, the supervisor is divided into governor and group supervisor: Governor's role in the host's function and responsibility for coordinating the needs and problems of trainees; the group supervisor is responsible for collecting students' learning feedback from each group and daily tutoring. The counselor comes from the effective benchmarking enterprises with excellent students, nationwide or the province, to help other students' corporate courses to land and implement, play a role benchmarking the leading role, and gradually form a style of academic style of outstanding alumni and inheritance. As the most important lecturer in Shihua, Jiang Lanxin insisted on designing and upgrading the product input system associated to the customer value chain. This is difficult to imagine in other training institutions. From lectures to implementation, Shihua's mentor has a special person in charge from beginning to end from beginning to end.

After continuous upgrading of the product, the coverage radius of "3 days and 2 nights" was extended to "100 days from before class to after class", "the unidirectional output of the lecturer" upgraded to the "accompanying landing mode", Shihua's product input reached the input of the product input reached And surpass the customer's expectations.

Specific 3 days and two nights of "class", "On the first day, I felt right; the second day, I thought that there were fewer people; on the third day, I asked when I started the class again."

Shihua has formed an empowerment system for the enterprise system, and the entire process has undergone verification without dead ends. Including how the customer leaders should speak and motivate mobilization at the implementation of the Five Society (sharing session, inspection meeting, launch meeting, redeeming meeting, and re -inspection meeting), Shihua can provide a full set of speaking templates.

As a result, customers are increasingly inseparable from Shihua.

Deep cultivation

In Shihua’s "President Execution Storm" course, there is a "name" session. The Governor's Society introduced the company's name, including the name of the enterprise, the number of people, the real number, and when Shihua started serving this house. Enterprises have accumulated a total of how many students in this company. Among them, Shihua has served more than 10,000 companies for more than 5 or 10 years.

Return and referrals have become a sign of Shihuachi's famous training industry. However, every training industry who came to Shihua Classroom to see the "name" was surprised.

For the first time, Shihua served the "China Jujube Industry First Stock" and thought that your jujube industry was in the "President's Performance Storm" class in Guangzhou. At that time, Shi Jubin, chairman of jujube industry, led the team 24 to participate in the course. After the course was completed, Shi Jubin and Jiang Lanxin took the same flight to Zhengzhou. Shi Jubin took the initiative to greeted Jiang Lanxin, saying that he had a late hate, and Shihua's products would help his company. Jiang Lanxin thought that he was just met a fan. Unexpectedly, Shi Jubin promised to bring 1,000 colleagues who wanted to learn about your jujube industry to study. From that meeting, I really want to have more than 260 people in the jujube industry to sign up for the "President Execution Storm" course of Shihua, and more than 600 people have signed up for training programs such as strategy, control, and speeches of Shihua.

"Every time you come, there are bus, dozens of people come together."

Jiang Lanxin recalled that the initial revenue of your jujube industry had just exceeded 100 million yuan. The core team received the second year of training reached 800 million yuan. In 2011, it was successfully listed on Shenzhen GEM. In 2013, it became a top 100 listed company in China. In 2017, there were more than 100 participating executives, and the revenue of that year exceeded 4 billion yuan.

According to incomplete statistics, Shihua has served like Jinjiang Group, Buchang Group, Huaqin Technology, Missing You, Yellow River Whirlwind, Miqian Ramen, Duofluoro Materials, Shengda Group, Sanli Group, Weihua Group, etc. The number of listed companies and the top 500 companies in Chinese companies exceeds 300, and many of them have been accompanied by "SMEs" to "listed companies" and "Fortune 500 Enterprises".

When product logic changes, Shihua's marketing and service logic also changes accordingly.

Jiang Lanxin confirmed to the reporter of "Business Critical Review" that Shihua's marketing team has been reduced to more than 300 people, and the marketing sector has basically no strange development tasks.

"Shihua's market staff does not need to call, Mo Bai, and open promotion."

In Shihua, the headquarters will directly allocate 150 customers for marketing personnel: 100 of which are active customers and are currently registered for more active customers. 50 are customers who need to activate and need to investigate and activate.

Shihua also basically canceled the agency system. Only with a few training institutions to cooperate with the minority training institutions. Direct operating is the most important sales model. This means that Shihua has basically avoided 40%to 60%of channel costs in the industry.

During the interview, Jiang Lanxin proposed a "dead sea theory".

The serious dependence of channels and the high sales costs will inevitably lead to the "shrinking" of the training institutions in the product and service session. As a result, customers make a batch of deaths. The market becomes smaller and smaller.

Shihua insists on making stocks and avoiding the end of the "Dead Sea" to do the ultimate value experience, and even allow customers to have a "guilt".

A Taiyuan entrepreneur learned that after experiencing "President's Performance Storm", the old students of Shihua could "unlimited free to listen", so they decisively chose to listen twice. After that, the other party did not come again for a long time.

Shihua's staff thought that the other party was unsatisfactory and called the reason. The other party said that Shihua's service was very good. When he came to re -training for the first time, he arrived at one o'clock in the morning, and the colleagues of the service have been waiting for him at the hotel door; When he was sleepy, his colleagues bought the Red Bull; he caught a cold and bought him a cold medicine; it rained at night, and his colleagues prepared an umbrella again. When I came again for the second time, he thought it was a free re -training, and his colleagues would not serve him again. I did not expect to serve the same intention as the previous two times. Since then, he has never come to re -training again. After a while he came, his colleagues asked him why this time was here. He said that because of the previous several colleagues' services, he could not face him without any contribution, especially every time he saw ginger on the stage When the teacher talked hard, when Teacher Jiang showed a bright smile on him, he was even more guilty. He did not dare to look at Teacher Jiang on the stage. It was because I introduced 2 customers to Shihua and finally contributed to Shihua.

When he is so good to his old customers, he will only make three options: either screaming, repurchase, or introduction, otherwise he will have a sense of guilt.

It should be noted that there is no economic reward for the introduction and repurchase of Shihua's internal customers, which is completely due to customer voluntary.

Researchers in the training industry summarize Shihua's referral and repurchase as "userism", "super -expected theory" and "stock economics", and make analogy with well -known enterprises such as Xiaomi and Weilai Automobile.

Jiang Lanxin also had his own understanding. He used a word: customer compound profit growth.

The economic meaning of compound interest is compound interest, which is profitable. "Customer compound interest growth" can be understood as Shihua's transformation of high sales expenses in the industry into R & D and hair costs. By achieving customer value, increasing user experience, and achieving word -of -mouth detonation and customer fission.

Shihua's market personnel can achieve on -site roadshows, combining the problems of customer companies to list the product list, and arrange the follow -up service process. This itself depends on the integration of Shihua and customers.

Jiang Lanxin said that Shihua's current team is no longer a "marketing team" in the training industry, but a "value service team". This is the prerequisite for Shihua for 50 years and 100 years of long -term career.

Starting point decision

In May 2022, Shihua's core high -level high -level high -level high -level high -level high -level high -level strategic conferences were specially held in one week to explore the company's future plan, especially the next 20 years of strategic design.

Jiang Lanxin often says a word, "Starting the end of the point".

Two years ago, Jiang Lanxin passed by the Huangdi Mausoleum on the way back to Xi'an from Yan'an. At that time, at the age of 23, he was willing to engage in education for life in the Yellow Emperor's Mausoleum. Since then, the entrepreneurial company is named "Shihua".

Why does Shihua look like today? We believe that it has a lot to do with Jiang Lanxin's original intention.

Shihua's colleagues have followed Jiang Lanxin for more than 10 years. In the eyes of colleagues, Jiang Lanxin has two characteristics: First, only work and no hobbies, do not play cards, sing, do not sing, do not play golf, "delay satisfaction" can not describe the founder, because he does not seem to need personal "satisfaction of satisfaction "The second is stubborn, especially stubborn, unswervingly achieved the goal, and sacrificing all economic interests with consistently.

When Shihua acquired the Beijing Huaxia School of Management in that year, some core teams "forced the palace" to oppose it, and the company was almost divided into two. Jiang Lanxin did not move at all. He also had to do a "free university" with the backbone. The debt dispute left by the upper family continued for several years. Jiang Lanxin still believes that this is the cultivation of his life. Essence

Xia Wei, who is currently the party secretary of the Beijing Huaxia School of Management, was the vice president of marketing at the time, and was "pressed" by Jiang Lanxin to the school. Xia Wei also did not understand Jiang Lanxin for a while: The training company was all coming, and the money could not be counted, but after running the school, spending money was like flowing water.

Why do "free universities"? Facing the reporter's question, Jiang Lanxin told a story.

Once Jiang Lanxin dine in a well -known vegetarian restaurant in Beijing, the owner of the restaurant suddenly came over and asked if he was "President Jiang". Jiang Lanxin did not know the restaurant owner and asked the other party how to know himself. It turned out that this restaurant had a graduate of Beijing Huaxia School of Management, and the student told the boss that "the principal" was coming. After the restaurant owner knows, he takes the initiative to give the bill for Jiang Lanxin, and bluntly stated that the students cultivated by "President Jiang" are very good, better than the quality of undergraduates in well -known colleges. The boss took a cup of tea with Huaxia's students and gave Jiang Lanxin respectful. Jiang Lanxin said that this was the happiest tea he drank in his life. The beautiful and warm feeling filled his heart.

During his stay in college, because of his poor family, he often used a large number of social practices during college extra -curricular and winter and summer vacations. He said that this was one of the most important reasons for him to quickly adapt to society and achieve achievement. Therefore, he hoped that Huaxia students During the college, all the unsuitable periods after graduation were completed during college. When graduating from real university, they can quickly integrate into society, seamlessly connect to work, and realize self -worth and life ideals. After the year, go out for 8 months, come back to study for another year, half a year of internship, and then officially graduate. During the internship, a student, as an undergraduate and master's degree in other universities as a Chinese intern PK, became the marketing manager of the company. When his internship is over and when you return to school to go to school, the boss tells him that you should not go back to Huaxia to go to school. As long as you stay, you can stay, with your current ability and achievements, the company's corresponding commission and reward, your annual income It can reach 300,000 yuan. However, Huaxia students eventually chose to return to school to complete their studies. He said that if he did not complete his studies for short -term income, it would become a regret of his life and will also make him lose a greater future in the future.

There are many things like this. And this is mainly due to Huaxia's "moral model, the elite of management, and the backbone of society" as the criterion's norm. When these poor students first came to Beijing, some of them even borrowed their fares.

"Free university" realized Jiang Lanxin's ideal of being a "social entrepreneur", making the same rural children from his origin to change his destiny.

At the same time, more importantly, "Global Social Entrepreneurs Ecological Forum", "Public Welfare Students and Farmers", "Social Rescue", "Public Welfare Aid", "Intellectual War", "Social Rescue Enterprises", "Social Rescue Enterprises" launched by Shihua It is also shaping Shihua and Jiang Lanxin itself, letting him always walk on the road of "long -termism", "idealism" and "altruism". In this sense, Shihua insists on making the stock market. Its super high introduction and repurchase rate comes from the corporate culture in Shihua's real practice.

The original intention is important, and it is more important to adhere to the original intention.

Jiang Lanxin said: When I was 23 years old, I made a vow in piousness in the Yellow Emperor's Mausoleum. I had to do 50 years of education, 15,000 speeches, and cultivated millions of corporate managers. Disgrace ... Compared with this ideal and goal, any difficulty is not a challenge.

"Only with a strong sense of confirmation enough can we overcome the external uncertainty."

This is the power of compound interest.

Teacher Zheng Xiangzhou commented:

Teacher Jiang Lanxin is one of the best and most influential teachers and principals in the entrepreneurial education community. And unremitting efforts.

The "Global Social Entrepreneur Ecological Forum" hosted by Mr. Jiang has a huge influence. The forum can not only enhance entrepreneurs' cognition and pattern, but also attract investment for local governments. Mr. Jiang's course of Shihua's courses in the entire industry is very high, reaching more than 80%of it. This is where all training institutions should learn from.

- END -