Everyone pursues how to expand business and enterprise scale.
Many "experts" outside are also advocating the scale of the company, encouraging you to make products in batches, standardized, larger and stronger;
In fact, this is a very dangerous thinking for SMEs.
Especially for the current environment, what we need to study is how to make the enterprise smaller and lighter, rather than bigger and stronger. This is wrong thinking.
For large enterprises, the reason why they become bigger is that they have enough scale and enough employees, so they need to expand their scale. Every piece of work can earn a few yuan. Even if they don't make money, they have productivity and every employee has output value.
So they need to study how to "move" the assembly line, how to expand the production scale and pursue large-scale development.
However, compared with small and micro enterprises, evenIndividual entrepreneurshipIn other words, our competitive advantage does not lie in how large the enterprise scale is or how powerful the project is. What we pursue is "winning in stability", but "light" and "stable".
My "light" has two meanings:
One is easy, easy to make money, not too tired;
Another one is asset light. The investment must not be too large. If you can borrow the resources, you will die in the end. I have seen many of them myselfcase。
And stability, of course, is stability.
2、 Select "cannot standardize" products
Since large enterprises are pursuing standardized and large-scale products, we need to do the opposite.
Why choose "non-standard" products?
For large enterprises, they have many people and complex internal structure, so everything must be processed, including production or product selection.
They are like crocodiles, large in size, poor in flexibility and slow in turning;
But once the project can be standardized and streamlined, as long as they are straightened out, there will be no small business. This is what the previous article said about "the asymmetry of competition".
This is the advantage and characteristic of large enterprises, but it is also their weakness.
For individual entrepreneurs or small enterprises, if they choose products that are "not standardized", they will not be able to process the project internally and they will not be able to do so.
From this point of view, it is good for small businesses or individual entrepreneurs, and it is our biggest competitive advantage!
A simple example:
When you go to a municipal hospital to see a doctor, you usually queue for 2 hours and see a doctor for 2 minutes.
Because doctors face too many patients at the same time, they simply ask about the situation, look at the report, and directly prescribe drugs. Maybe the detailed causes are not clear.
For common diseases, there may be no problem, because there are too many patients (customers) every day, and the hospital is large, so the action of seeing a doctor needs to be processed, so that it can be better managed.
But for the same disease, if you go to a small hospital, the doctor will generally ask you as much as possible about the situation, ask you some details about the disease, and then judge what medicine to prescribe.
If you find some retired old Chinese doctors or private doctors, they will know more about it and give you some advice on diet and recuperation according to your symptoms after prescribing the medicine.
actually,
For the same disease, everyone has different constitution and living habits. The prescriptions and ways of recuperation need to be changed. Doctors in small hospitals will do better than doctors in large hospitals. Retired doctors or private doctors will give you more detailed and personalized (consumption) experience, ha ha
The medical treatment is "not standardized";
But in large hospitals, in order to facilitate management, we must streamline and standardize this series of actions. Because of the large scale and many patients, we must standardize management.
Of course, no matter big hospitals, small hospitals or private doctors, each has its own advantages and disadvantages. There is no good or bad. We need to choose and judge according to different situations.
If you think this example is too far away from you, Mr. Fox will give you a closer example.
From the perspective of e-commerce:
In 2010-2016, as long as you are selling clothes on Taobao, whether men's or women's clothes, it is very simple. Any photo can take off. Every day, hundreds of clothes are sold as small sellers.
However, it is becoming more and more difficult. Now, most of the clothing manufacturers have already transformed, and the rest are dying.
Why?
Is it because the market demand has decreased?
Or is it because of the bad market environment?
None of them.
The reason is that the large enterprises and factories behind have seen the momentum of e-commerce development and entered the market.
For them, they have money, people and goods. As long as the process is straightened out, they can operate in batches and on a large scale. There is nothing for ordinary businesses.
For them in the clothing field, there is a large market demand, and they found that the playing method of this e-commerce platform can also be operated in batches, which is nothing more than taking photos, putting on the shelves, promoting, measuring money
So for them, as long as the production and sales processes are standardized, the competitive advantage will be great.
After all, e-commerce is mostly done by small enterprises and individual entrepreneurs, who are not competitive with large enterprises. As long as large and medium-sized enterprises take the initiative, they will have no ability to fight back.
So later, those who can survive in the category of clothing are transformed to be niche, customized and designed in time
Because small enterprises are very competitive compared with large enterprises by choosing these games that cannot be standardized.
In 2018, the old man who used to be a strong dress maker came to me to complain. He had been working in the women's clothing category for six years. He said that recently he had a lot of pressure and hired 13 employees to help him. Although the turnover and sales were good, he had never made money, and even had to pay back every month;
At that time, my advice to him was to change his position and make "OL dress customization". Later, he cut off most of his employees, and left three people to do this business. Then he connected with a small workshop. Basically, the unit price of clothes was between 1000 and 3000. Even during the epidemic, he was very happy
This kind of customized business is not standardized for large enterprises. They cannot do it. This is the advantage of small enterprises.
If he didn't follow the direction I gave him at that time, it is estimated that the epidemic would be difficult to survive for three years, at least several million people would suffer.
The reason is that I let him make the enterprise "light", and another reason is the particularity of customized business;
Because of the customized business, many customers are willing to wait, so even if the city is closed during the epidemic, customers are willing to wait for a month or so before shipping, which makes them escape from the downturn in the industry!
3、 "Can't standardize" is a rubber band
Through the above two examples, I wonder if you understand.
As I always said, "cannot be standardized", there is no clear "standard". It is not fixed and needs to adjust strategies according to different market environments.
In 2010-2016, when you entered Taobao to do the clothing category, would you choose personalized and customized clothing?
Surely not?
We must use standardized process sales and batch sales strategy, because large enterprises and factories had not entered the market at that time, and the customized market was not mature.
Now, do you still want to go to Taobao to customize clothes?
Certainly not. The e-commerce customization market has flooded, and the threshold is high. You should choose to use personal IP to customize clothes
The market is changing, and people's perception is also changing
Individuals have their own advantages, and enterprises have their own advantages. Strategies need to be formulated according to the current situation.
The so-called "non standardized" product is like a "rubber band", which can be large or small, long or short.
According to different situations and changes in the market environment, it is necessary to adjust. Just like the e-commerce game five years ago, it must be adjusted now.
In a word, "failure to standardize" is relative, small enterprises are relative to medium and large enterprises, and personal entrepreneurship is relative to small enterprises, not constant.
In this world, everything is relative and changing. We need to learn to find the law of "invariance" from "change".
The "non-standard" products and strategies shared today are the entrepreneurial strategies summarized by Mr. Fox over the years. They have gone through countless practical battles. As long as you can internalize the content of this article, you will be able to use it for a lifetime, whether it is entrepreneurship or life.
"Fox loves to talk nonsense" has the same name on the whole network, which is not easy to create. Please keep the copyright information for reprinting!Feel free to exchange ideas with me!
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