Guo Guangchang: The last thing to walk is all rough and thick -skinned people

Being a business, like life, is a "travel". You do n’t do it, do n’t go, think, you do n’t understand. Only by doing it can understand.

No enterprise is perfect, no one is perfect, no road is perfect, every road is full of thorns.

"Thorns" are good, and more are "trap", and you are gone.

The thorns are at most to strain a little. What is amazing? Like us, it has been rough since childhood, and there is no problem.

None of the companies that can come out of enterprises are not thick and thick. Po tender, how can I cut my thorns? This is how to be a business, and it comes all the way.

So many things have to be done; in the process of doing, summarize experience.

How to cross the cycle?

Since its entrepreneurship in 1992, Fosun has been here for 30 years, and many economic cycles of China and the world have been experienced in the middle. We have been thinking about a problem. There are so many cycles, so many problems, people will be tired, technology will be backward, the market will change, how to cross? How to make companies grow better?

In fact, the so -called cycle is nothing more than two aspects. One is the macro cycle. You can only deal with the macro cycle and cannot change. You can't say that I want to change the stock market, I want to change industrial policies, and companies cannot do it.

What can we change? What you can change is yourself -that is, the corporate cycle.

After the corporate cycle is a person's cycle, are you still in a state of entrepreneurs? So I think that you can only deal with the outside world, and you have to make yourself stronger internally.

Any company lives in the cycle. Sometimes we forget this, just like the stock market reached 6000 points. Maybe everyone feels that they are Buffett, and they can summarize how I should invest. But when the stock market falls to 2000 points, everyone feels that the policy is not good and it is a problem of others. But in fact, the cycle changes are normal changes, and we must learn to adapt.

1. Adverse cycle -to the trend of the trend

How to deal with the cycle? I think it is important to learn to reverse the cycle.

In the eyes of some people, the counter -cycle is abnormal, just like others do not catch a cold. You have a cold, but in fact, the inverse cycle is just a good trend and a knowledge.

Sometimes people who can catch a cold will know more about adding scarves and jackets when they are cold. Often people who think that they are healthier than others may not do a physical examination, but they are helpless in front of serious illnesses.

For example, in the face of the macroeconomic cycle, Fosun has a saying "standing on the floor of value and dancing with the cycle", that is, you will never forget that you are actually on the floor. You have to be down -to -earth. Also fly.

When you do n’t have this ability, do it down -to -earth, do n’t want anything else you want anything.

More importantly, how can the enterprise itself prepare early before the cold winter? When the world changes tremendous changes, you have to change, it must be too late. So the key to the counter -cycle is how do you do it every day every day? Are you preparing for the future every day?

In fact, this is the case. Everyone can do things that can be successful for a month; there will be fewer people who can succeed in one year; It takes ten years to succeed, and basically no one competes with you.

So who do you want to compete with? What do you want to do? This is the most important.

2. Do the right thing, to do difficult things, to do what you need to accumulate

In Fosun, a word I often say is "doing the right thing, doing difficult things, and doing time to accumulate" so that you can cross the cycle, so that no one competes with you.

What everyone can do, you say that you do better than others. I think it is difficult. Most people's intelligence levels are similar, and Chinese competition is particularly fierce. Everyone you want to do can do it. You open a shop here, do it, and immediately open another one to compete with you.

It seems that the times are changing rapidly, but behind it is the era when detailed, lively, and long -term accumulation.

So in this era of rapid development, the important thing is scientific and technological innovation. We can still have an advantage in competition today. What do we rely on? Relying on technology and innovation.

Just like winter is cold, you say you are brave and desperate, but in fact, it is useless to rely on Taijiquan alone. You still have to have winter jackets and equipment for winter.

3. Live longer to live better

There is also a very important point through the crossing cycle, which is the cycle of crossing capital.

We make a company very clearly, that is, your cash flow, your capital is like your blood. If it is dry, the company will die. So if you want to live longer, you must follow the cycle of capital.

In line with the capital cycle, it is not to say that let us chase capital. Capital is serving the industry, but if you have the opportunity, why not use the capital force to develop the industry better?

Of course, I have always told you that living is more important than anything. You have passed through the cycle, and you find that you are leading, and the original competitors have died in the process.

So how to live? For example, in terms of financing, Fosun has the ability to financing through various methods such as bond issuance and IPO in the global capital market.

Why do you want to do this? From the perspective of capital, more cash, multiple channels, and multiple financing methods.

This is called multiple eyes on Go. You may be able to breathe more with multiple eyes. You live a day than others and live one more day than others. Sometimes don't just think of running faster, but to live longer.

There is a saying often, "the new driver is getting faster and faster, and the old driver is getting slower and slower." The new driver just started driving and liked driving fast. But the car is too fast to turn over. So I never envy those companies that have achieved rapid development through high debt. They look unstoppable, but they are really only "courageous."

Of course, we also remind ourselves that the old driver cannot drive too slowly and cannot stop. Pay attention to new changes, new formats, and prepare for the crossing cycle. Because winter is here, will spring be far away?

Facing a difficult environment, you can "ask yourself"

In the past few years, although we said every year, we said difficulties and "sadness every year", it was actually "passing the year." But this winter, I feel a little different.

Especially this year (2019) many entrepreneurs and friends have encountered problems, and they are not small companies. Some companies are very good, even listed companies with a market value of tens of billions.

I was thinking, what happened? For so many years, how much do we have said that we have to change ourselves?

So I think of the current economy::

First, the economy will be difficult, and this winter will be very cold.

Second, there must be a savior in the world, that is, the market; in the market, only you can save you.

As ourselves, what we must do is to reflect and ask ourselves. We must think seriously, what are we encounter? What did we do in the first five years?

The following four issues have been asking myself in recent years.

First question: How much time did we spend on customers? How much time does it take to understand the product? How much time does it take to improve product services?

Each chairman should be the company's chief product experience officer. Is the product good or not, the customer is satisfied? We should know the most.

But this understanding must not rely on preferences and intuition, you need to spend more time to communicate with customers.

Especially when the product sales are not good, there are many competitions in the market, and you need to experience the product more carefully.

Now, the most time I spend is to study the product. After this study, I basically think that there are two ways to make good products: one is to do a platform, but there are a few companies that can make large platforms like Tencent. The second is to spend more time to think about how to make products.

But if you make a product, I must emphasize one thing: we must make boutiques, we must practice all over, and we must create value for customers.

Second question: How much did we spend on research and development? How much time does it take to learn new formats and feel new trends and directions?

Now everyone attaches great importance to the mobile Internet. But I want to ask: How many people really understand the mobile Internet? Is the mobile Internet just selling things on Taobao?

Don't learn because of your achievements. Only by learning faster than others can we go better and farther than others.

Now the customer demand has changed very quickly, and we have also entered an era when scientific and technological research and development can be quickly transformed into results. In such an era, technology progress, industrial progress, and market logic progress has forced us to continue to learn.

On the other hand, we must pay attention to scientific and technological research and development and innovation.

Although the company is already large, most of the products produced are homogeneous and low -tech products, and they have been continuously expanding sales by low gross profit.

But the times are changing too fast, it is likely that you are not produced by the product, or the inventory is directly. Therefore, now we must use scientific and technological innovation to lead.

The third question: How much is we spent on organizational upgrading and talent training? How much energy does it take to introduce senior talents? Did we learn what we learned in the post -90s and 00s?

Organization and talents are definitely the core assets of an enterprise.

Everything needs to be realized. According to market development, the organization needs to be continuously upgraded, and talents must continue to change their positions.

We must absorb people who have high energy levels, more state, and eager to succeed. Everyone has its own team, but how much is we spent on the team upgrade?

Let me give an example. The Fosthr Wolves played from the Premier League this season to the Premier League. But I suddenly realized that although the English crown played well, after the Premier League, I encountered many problems.

Why? Because the Premier League requires that the quality of players is different from the English crown.

No matter what happens to the United States, the Chinese economy is a long -term and difficult problem. But no matter how to solve it, the Chinese economy is already participating in global competition, and objectively we are already playing the "World Cup".

At this time, your talent stays in the original state. Isn't it strange to have no problem?

Fourth question: Will we slow down and do something slow?

In the 40 years of reform and opening up, China has been talked about by everyone, and everything has developed rapidly. We are used to fast.

Many companies, I have a feeling of their style of doing things, that is, ALL in, "gambling". This "gambling" does not mean to go to the casino, but to say that being a company is "gambling".

In the past 40 years, because of the development of the entire market, Yijun covered the ugliness, and you probably gambled.But you must not take the economic trend as your own ability. What will happen if the market is not good?ALL in will be very cool, but after that?We really have to sink our hearts, do the right thing, do difficult things, and do what it takes to accumulate.

Content source: It is compiled by the editor to compile and summarize from the online public information

*This article is based on public information, which is only used as information exchange, and does not constitute any investment suggestions

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