In the past, the traditional thinking logic of enterprises doing business was that there is a product first, then income, and then income minus costs, and then there is profit. If you want to make more money, invest more, expand your scale, and become more competitive. Although this logic of making money is simple, if a large number of competitors join, if there is a systemic risk, if the ecological environment is destroyed, you have a great chance of going bankrupt. Therefore, today the company has to shift from the “product thinking” and “revenue thinking” of the past to the “entry thinking”.
What is an “entrance”? The so-called “entrance” is where a lot of customers (or traffic) come in. For example, training classes are the “entrance” of consulting companies; Xiaomi mobile phone stores are the “entrance” of Xiaomi; Tencent is the “entrance” of JD.com.
Enterprises establish entrances for the purpose of “circling people”. The thinking logic of business today should be: those who get the entrance, get the users; those who get the users, get the world. The main task of the company today is not to generate income, but to increase the number of people. Remember, the company’s products are not used to “make money”, but to “encircle people”. If the company does not have a product that can attract people, then please forget about making money temporarily, first find a product that can attract people, and finally think about what product to use to “make profit”. For example, JD.com sells “cheap electrical appliances” to build traffic portals; Tetra Pak sends “packaging machines” to build traffic portals.
The meaning of “building entrance” is mainly the traffic layout, which is beneficial to the design of “marketing model” for enterprises. The premise of doing business is to have people, that is, traffic. Without people, even the best products and services are useless. As long as you find a traffic portal, you can make money even in an unprofitable industry.
“Entrance” is the “standard” of enterprise operation. If you have a “profitable project”, you must first design an “entrance-type product” to build an “entrance”, which is conducive to gathering people; if you have an “entrance”, you must find a profitable project.
Today, do you want to do a “once in a lifetime business” or do you want to do a “once in a lifetime business”? If it’s the latter, let’s start by establishing the “entry”.
Well, the series of articles on “Business Thinking Positioning” in the second section of “Wealth Comes from Positioning” will be shared here today. Many of the views in the article represent only personal views, and deficiencies are inevitable. This article was originally created by “Baisuzhen Network Technology Company”. Friends who are starting a business or are preparing to start a business are welcome to pay attention or like it. Don’t miss the help of each article to you. Please see the next article: Platform Thinking.