Doing small things well to do big things
"In the Guangdong business circle, we belong to the more alternative kind." Shao doesn't mind about that. Talking about the experience of getting involved with business, Shao said it was a matter of interest. Guangzhou has a history of more than 2,000 years as a foreign trade port, and in the 17th century, the Thirteen Houses in Guangzhou had already become the window of China's foreign trade. It was in this environment that Shao grew up with a strong interest in business. "I wouldn't say it's a natural talent, just like some politicians, writers and artists, some abilities are innate. Like us, we've always been interested in doing business and have continued to study it, and that ability to do business is like an innate ability. Although there is no tradition of business in the family, we all share the same interests and have unified values, so we can form a better understanding." With this, with him as the leader, pulling the other two brothers out to start a business together is logical. Looking back over the road, Shao said calmly to the reporter: "Frankly speaking, when I did the electrical city, did not think there would be today. At that time, my idea is very simple, is to focus on doing everything, even if it is a very small thing. In this way, I slowly learned to do great things. But now, many people are not like this. They don't do the small things, and they always talk about grasping the big things. Without doing small things well, how can you become a big thing?" It is because of this philosophy that Shao has taken every step steadily. He said frankly, no matter which industry or which enterprise, it is from small to big to do up. There is a saying in Guangdong, "If you don't know it well, don't do it". Since you are more familiar with this industry and have some successful experience, it is reasonable for you to do it step by step. "In general, Haiyin professional market is basically one a year, the development are relatively smooth. Haiyin has been doing this for more than ten years now, and it has always been relatively smooth, in which we have not encountered anything very tricky. This has a lot to do with the healthy mentality of our business. All along, we do business is combined with their own actual situation, but also with our grasp of the scale of development of enterprises is inseparable, so one step at a time over." Now Haiyin Electrical City has become the largest electrical products trading center in South China, dominating the market for more than 10 years, creating a professional market in Guangzhou's precedent; Haiyin Fabric General Store, Haiyin Zhongda Woolen Fabrics Mall, South China's large-scale fabric wholesale distribution center, creating a business district's prosperity; popular front, the young people's gathering place, the most fashionable and trendy shopping malls, the domestic real estate developers competing for imitation copy; Haiyin Bainbain Plaza, with more than 1,000 clothing brands, South China Fashion Purchasing Center, the annual transaction volume of 2 billion to 3 billion yuan. Now, after 2 years of silence, this successful commercial real estate leader and once again, to take over two years ago, the failure to return to the Li's Department Store in Guangzhou's busiest shopping district on Beijing Road left behind the regret, remodeling a brand new "Chao Lou" shopping mall. In addition, Haiyin's largest commercial real estate project will be launched at the end of this year, the land in Panyu, Guangzhou, will be transformed into 200,000 square meters of suburban MALL, plus a five-star hotel.
The miracle of alternative thinking
Speaking of Shao's alternative, in Haiyin is to dare to do people do not look forward to, and once done after people do not come with things. Such as, Shao had created a miracle of alternative thinking is, in Guangdong Province People's Hospital opposite the commercial "dead land", the emergence of a hot sale of the city's sporting goods mall. This lot at the time, but the various businesses as a fear of the road: directly across the emergency room of the hospital, all kinds of patients endless flow, every day the siren wailing emergency vehicles in and out of more than 20 times. Shao Jianming, however, saw the market and started with a rent four or five times lower, and a sports mall with the appeal of healthy living emerged on the ground, and immediately business was booming and unceasing, with its turnover still accounting for more than 30% of all its sporting goods business. In addition, the most important lesson Shao has learned over the years in navigating the market is the creative thinking of constantly following the effective demands of the market. "The biggest thing I've learned from doing business for more than a decade is that everything should be done right, and everything should be done right. Doing business in a hurry will be a mess, the feet will be messed up; and the feet are messed up, the mind will be dazed; the mind will be dazed out of a dizzy tactics; and finally will be panicked. There are some things, the more everyone is in a flurry, the more calm you have to be." Shao said calmly.
Details determine the outcome
On the opening day of the "Chao Lou", Shao pointed to the second floor of the McDonald's and said to reporters: "There used to be a kind of popular saying in the community that 'the process determines the outcome', but I would say 'the process determines the outcome'. But what I want to say is that 'details determine results'. Have you noticed the location of the McDonald's? It is connected to our shopping mall. McDonald's is open to the customers of the mall, and in turn, it becomes a place for customers to take a rest. This detail is important. In fact, for shopping malls, the longer customers stay, the more popular they are." Shao admits that many business people today pay too much attention to the geographical location of the store, thinking that being in a busy place will make money. Admittedly, the location is very important, but from the point of view of consumers now is not the past "material scarcity" of the times, is now a buyer's market. Consumers focus on product quality, in addition to other details of things have higher requirements. Why Haiyin can open a prosperous one, business can do so long? "We have been very attentive, to study the behavior of shoppers and consumer mentality, combined with scientific theories, from the behavioral point of view to enhance the use of commercialization above." Facing the reporter's question, Shao was frank.
Entrepreneurs should be long-sleeved and more knowledgeable
"It's not easy to be a boss now. We have about 20 people in this team, and the division of labor is very fine, from investment, planning, publicity, business management, investment, etc. There are people in charge. At the same time, the business methods and ideas are also researched by our group's team, by investors, planners personally to sense out. We will not go to pass on the experience, relying on their own continuous experience." Shao said. "This requires constant learning and perception. Including myself, I've read so many books on researching behavior as well as psychology and so on." In fact, as a successful businessman, Shao is in the process of constantly charging, constantly learning to achieve success. "What kind of entrepreneur there is, what kind of business culture there is. Business is a team, the boss does not improve, how can your team improve? Now the status quo of many enterprises is that the enterprise grows, people do not grow; the enterprise expands, the quality of people does not expand. Problems in the enterprise, there are two main aspects, one is the management of chaos, one is out of control, which are very much related to the quality of the operator. Entrepreneurs should be long-sleeved, but also erudite, which is why I continue to learn, constantly charging." Shao told reporters.
Satisfactory consumer experience is a living advertisement
Shao said Guangzhou is a city with a very mature consumer culture, and a momentary sensation will not change anything. The city's culture has created a very rational consumer. A product, by way of speculation, it is difficult to have a market in Guangzhou, just rely on the "number of", it is not easy to attract consumers; in front of rational consumers, businessmen have to become rational, pragmatic, this rationality is more to consider how to most effectively attract consumers. He believes that if you understand the culture of Guangzhou, you will know that, for businesses, consumers a satisfactory consumer experience is a living advertisement, in communication, word of mouth "word of mouth marketing" is the most effective, which is particularly evident in Guangzhou. Shao Jianming said, Haiyin is basically a small store, store small must be professional, must have their own characteristics; store small operation quickly, the service is also more likely to be in place. Haiyin's advantage lies in the people who come here are basically real target consumers, in that it has established a large chain of word of mouth. In Shao's view, for businessmen, focus on doing everything well, in order to accumulate small into big. The most brilliant business, not once or twice a sale, but the customer's lifetime value. Now, although the goods themselves are important, the process of consumption is even more important. Word of mouth to come out, you must give consumers a satisfactory consumption experience, audiophiles around the country know that there is a sea print, you go around the market, you can also see a lot of foreigners, this is the power of word of mouth.
Entrepreneurs' sense of social responsibility is important
Shao also commented that it is easy to be a businessman who makes money, but it is not easy to be a respected and profitable businessman. "However, I believe that how much you give to the society, how much the society will return to you. Of course, I don't see a lot of people sharing this view. Nowadays, people are very utilitarian and confuse the end with the process. Many entrepreneurs think that being famous is the end, in fact, being famous is only the means, and if you become famous for the sake of being famous, you confuse the means with the end." Shao explained, "We do business, make the business bigger, there is a reasonable return, then we can provide tax and employment opportunities, we can give back to society, which is a responsibility of entrepreneurs. An entrepreneur's sense of social responsibility is important." "We often provide free training for some merchants to educate operators to improve their competitiveness." In addition, we also take them on regular visits, for example, some time ago I took more than 60 stallholders of "Colorful Plaza" to Hong Kong to study the practices of Langham Place, AMPM and other new business models, and the next day the opening of the International Clothing Festival organized by the Hong Kong Trade Development Council (HKTDC), and I took them to participate in the ordering of goods in the capacity of a buyer. For them, it was really a two-for-one deal. What did we get by doing so? What we get is cohesion and the respect of the businessmen, which is what we need.
Dancing with the "elephant"
Shao emphasized that in today's increasingly competitive business world, it is very important to find the right positioning for your business. He nonchalantly pointed out that now many private enterprises just can not find their own positioning, haphazardly with. Some companies that have only been in business for two or three years go to fight with multinational companies, that is not looking for death? Shao admits that China's retail industry is still in its infancy, compared with the developed countries, single in the overall strength of the disadvantage is obvious, but this does not mean that we have no advantage. "But that doesn't mean we don't have an advantage. Can't elephants dance? Then we rely on flexibility to beat them, avoiding a head-on collision. He joked that in terms of size, compared with the multinational giants of these "elephants", private enterprises in size is only a little larger than the "dog", and even not as large as the "cow". The private sector is only a little bit bigger than a "dog" in size, not even as big as a "cow". If they directly collide with the elephant, they will definitely suffer, and may even be trampled to death by it. I just want to follow it to grow up slowly. If I can't turn into a cow, I will turn into a pig first, and if I turn into a fragrant pig, it will be even better. At least, the price of "fragrant pig" is good. Obviously, it took a hundred years to produce an elephant, and we can't do it now. "In fact, elephants rely on scale to win, but it is a behemoth, turn around slowly, we turn around quickly, so as to avoid direct conflict, in turn, today there are many 'elephants' to find us." Cooperation with McDonald's is a typical example. Up to now, McDonald's has opened seven stores in the Haiyin Group's properties, the turnover of these stores in McDonald's Guangzhou store are ranked in the top 10. Previously, the "Chao Lou" has not yet opened, the second floor of the McDonald's has been overcrowded.