1. Keywords for 2020
I would like to use some popular language to summarize 2020.
1. Stability is progress
The challenge to the enterprise in 2020 is very big. Whoever can hold on at this time shows that he has the ability to move forward, so those who survive are masters.
2. Emphasize the talent system
In 2020, everyone will pay more attention to the talent system and the importance and creativity of talents in the company.
Many people have some adjectives for 2020, such as: the year of change, the year of reshuffle, the year of restart, the year of magic. Among these words, my favorite is the year of shuffle. Because in 2020, some excellent companies will continue to survive, and great companies are born in winter and are born in difficulties.
3. Superclass
In a conversation, Liang Ning asked Zhou Hang: How do you use one word to describe 2020?
Zhou Hang replied: Chaogang.
Indeed, 2020 is beyond everyone’s expectations, so it is a super-syllabus question. What it presents is not a common sense problem, but a problem beyond our imagination and beyond our preparation.
4. Strategic choice is more important than effort
In 2020, strategic choices are more important than hard work. When the epidemic came, what did we choose? How did we make the decision? How do we look at ourselves, the industry, and the users when we choose?
2020 is a time of extreme testing of your strategic choice ability. This choice will affect your next 5 years at least.
5. Bottom
Many people are asking if the bottom of 2020 will be reached? Is it the worst year? Or is this just the beginning? I think it should have bottomed out from the perspective of the epidemic, because the epidemic came without everyone preparing for it. But in other respects, perhaps 2020 has not bottomed out, and everyone must be more prepared for the future.
6. Telecommuting
Telecommuting has never been so widely accepted as this year, and you may find that the efficiency of telecommuting is pretty good. However, some companies will find that telecommuting has brought huge difficulties, such as the fluency of communication and process.
Remote office challenges not only the distance between you and the user, but also whether colleagues have common goals, whether they have good processes in the past, and have clear responsibilities and rights.
7. International Economy
We all know that 2020 will also be accompanied by a trade war, so we must take a correct look at our relationship with the world. Now China’s exports are doing very well, but imports are not. We have to look at the overall environment. We cannot be alone. We need to see the impact of politics, technology, and trade on domestic economic life.
8. Believe in the hard power of technology
In 2020, we are able to challenge the epidemic and overcome some difficulties, precisely because technology is playing a huge role. Technology makes our lives safer, and technology allows us to trade online, and it also makes more convenient.
2. Looking at the changes in 2021 from four dimensions
1. Product dimension
① New crowd
In 2021, the biggest impact on us will be the domestic economic environment driven by the dual and internal cycles. The biggest impact on the product is the new crowd. Today’s post-85s, post-90s, post-95s, and post-00s have become new consumer groups.
② New media
These new people are often in new media such as Kuaishou, Douyin, WeChat, and Xiaohongshu, and these new media also have very strong user reach.
③ New technology
Today, some products are using new technology, such as Yuanqi Forest, which uses new technology to achieve zero sugar.
The internal loop has given us too much market opportunity, and many brands in the past have not enough feelings about new crowds and grasp of new media. If you want to seize such an opportunity, you must give up some of the past experience, or even give up the thinking of copying. The ability to innovate is essential.
Today is an opportunity for the rise of new brands. It also means that new unicorns, new tens of billions of companies, and new hundreds of billions of companies will be born.
2. Channel dimension
① Community group purchase
The hottest topic at the moment is community group buying, and giants including Meituan, Didi, and JD have participated. Why did you come in? Because digitalization is a major trend, the epidemic has made users willing to accept online shopping.
② User digitalization
To reach users online and make users digital, the convenience of digitalization allows us to enter the sinking market. In the past, home appliances went to the countryside, but now they are entering the countryside. The sinking of the market brings new opportunities.
③ Socialization
Community group buying is doing business similar to group leaders. These group leaders come from mom-and-pop shops, from Baoma, and from some community shops. The community is becoming a new entrance.
④ Offline service
While digitizing and online, offline services are also very important. The concept of “S2B2C” is very popular this year, referring to the creation of a strong supply chain to empower small B-ends, so that B-ends have stronger capabilities to serve C-end users.
3. Marketing dimension
① Digitization and intelligence
Today we use WeChat, Douyin and other products, we will find that AI is playing a role, and data is playing a role. How to achieve precision marketing is what we must exert in the marketing direction.
② Active marketing
There is another trend in marketing that deserves our attention, that is, we need to be more proactive in marketing and hunting. Huawei has done a very good job. Huawei is very proactive in finding customers whether in normal times or in difficult times. Nowadays, many businesses no longer simply do e-commerce, but start to use live broadcast, which has helped many companies including Ctrip.
Every CEO, every team manager, and every member must take the initiative to find target customers, ask who the customer is, where he is, what portrait he is, and how to reach them. This is something everyone has to do.
4. Manufacturing dimension
① Products and solutions
China is a place with a relatively developed industrial belt, and the trend of manufacturing direction will definitely move from a single product to a solution. We must be able to focus on the customer, focus on his needs, and then do a good job of the product, including the product design.
② Technology
Marketing, internal collaboration, customer service, and customer contact must choose various tools to form a management tool from the front desk to the middle desk. Technology is a trend that all of us cannot get around today.
In the past, technical tools may be more at the marketing level, but today’s technology can be used to build internal knowledge. This knowledge includes successful methodology, skills, and failed experiences. The process of co-creation and co-construction makes everything transparent for everyone. People come together to make iteration faster.
Using Feishu is a way to embrace technology. Our entire company is using Feishu for file management.
3. Three new trends
1. The rise of new business organizations
The rise of new business organizations is becoming a trend. New technology-based business organizations must undergo new changes. New business organizations can allow us to adapt to and embrace technological changes.
Cao Yi, the founder of Source Code Capital, said that when he invests in projects in the future, he will see if the company uses Feishu.
Why is the use of Feishu a factor in his judgment? Because he believes that using Feishu represents a way of embracing technology and organizational ability. If you are still using a very traditional way of collaboration, maybe the efficiency of this company is problematic.
New business organizations in this era have very high requirements for efficiency and strong requirements for collaboration capabilities. New business organizations must move from the past management and control model to a co-construction model and a co-creation model.
Although our company has only fifty people, we have thousands of note-taking people across the country, and we are doing horizontal collaboration. We don’t need to be a company of hundreds or thousands of people. This is the rise of a new business organization.
2. Future-oriented talents
Today’s talent is changing. The talents of the past are based on experience, and the talents of the future must build up the ability to face the future. China will move from a demographic dividend to a talent dividend.
Facing the future includes the following points:
Courage and confidence;
Way of thinking
Thinking ability;
Know how;
skill.
2. Digital and intelligent learning “new infrastructure”
The trend of learning is digitizing, and this is what we (Notebook and Update School) insist on doing to provide new business organizations and new talents emerging from new organizations with a new learning infrastructure in the era of digital intelligence.
For example, Update Academy launched an online corporate university this month, which can help managers and training leaders see the blind spots of knowledge in team learning, and help department leaders and training directors to quantify learning. The learning and growth of talents cannot do without real-time feedback of learning.
In communicating with companies, I found that learning is no longer just a top-down behavior, but also a bottom-up behavior. We have to change from what they think they should learn to what they think they should learn, and then the company will empower and support it.
Drucker said: The manager should first be a knowledge manager, and the manager is a knowledge worker.
4. The future management of the characteristics of those who
We don’t know what the world will become in 2025, 2035, and 2045, but we should be clear: new technologies such as artificial intelligence will surely permeate every corner of society.
1. Constantly reinvent your ability
In the future, all business people, including entrepreneurs and entrepreneurs, must have the ability to continuously reshape themselves, to constantly break cognition, constantly challenge cognition, and constantly refresh cognition, without being bound by past experience. The most important ability today is the ability to adapt to the environment and the ability to reshape oneself according to the environment.
Darwin once said that the most powerful creatures are those that adapt to the environment and eventually survive, not the strongest creatures.
2. Survivability in extreme environments
We must have the ability to survive in extreme environments, not in a comfort zone, or in a protected world. Because the nature of this world is cruel.
3. Digital thinking
In this digital and intelligent era, future technology will surely replace what many people are doing. We must cooperate with digitization, don’t be afraid of digitization, embrace digitization, and play our value in it.
4. Personnel integration
Our abilities must correspond to what we want to do in the future. We can grow as long as there is a need for whatever ability we need in the future.
Let’s not stay in the past, we must carry out cognitive iterations and upgrades based on changes in things. In the future, China will have a lot of “Jobs”, that is, people with the ultimate polishing spirit and the ultimate product making.
We need to focus and then focus, the ultimate and then the ultimate, fine and then fine. Just like Apple, its aesthetic has penetrated into every detail, from every font, every font size, to every color, every line spacing typesetting, this ultimate spirit is very important.
5. Agile
Agility refers to quick response.
Entrepreneurs should always reflect: Is our organization agile? Can the product be delivered to the user in time? We have to look back often to see if we have such qualities.
Tencent Binhe Building is often brightly lit in the middle of the night. Why? Because many users have needs for them, they need to react quickly and need to repair the product that day.
In this era, the better people work harder and harder, we must strive to make ourselves an agile expert today.
5. Organizational Management in the Digital Age
1. Oriented by strategic goals
This year, many managers are thinking that our team’s execution ability seems not good enough, and the ability to get results when faced with challenges is not particularly strong. Any manager must want to understand one thing: what are the goals and strategies of the organization. Because everything in the enterprise follows the strategy.
For example, for a manufacturing company, whether the strategy set this year is a quality year or a sales year, the corresponding organizational goals are completely different. If it is a quality year, the focus of the organization is lean production, research and development and design.
If it is a sales year, the focus is on market share. At this time, we will attach great importance to the creation of the Iron Triangle (product manager + delivery manager + sales manager) and sales delivery.
Managers want to understand what the strategic goal is, what the business is, who the customer is, what age, what area he is in, what characteristics they are, and the portrait must be clear. There are many good companies today. Not only did they make the organization stronger in the past, but they also have a clear understanding of strategy, which can drive the organization to become better in this direction.
People in the team must know who they are serving and what they are providing. Huawei is particularly strong in its customer-centric strategic orientation. When you understand who your customers are and what they want, you can build a struggler-oriented human resources system, and you can see who understands your goals and strategies, and can do it well.
I once communicated with an excellent entrepreneur. He started his business for nearly four years. The company has been valued at 6 billion from the beginning to the present. It is developing very fast, and he has basically never stepped on the pit. I asked him, why haven’t you stepped on the pit? He said, it’s very simple, always stand with customers and always listen to their needs.
2. Make a weekly report
The weekly report can include what you have done every week, what you have gained, what you have learned, and what you think about. Then, through tools such as Dingding or Feishu, colleagues commented and liked each other. Colleagues who do well, do well, and understand well will be recognized and applauded by everyone.
3. Expose goals
Every month, everyone should share their goals and be open and transparent to each other. This is a very simple way. It is nothing more than finding a place where everyone sits or stands and sunbathes. This is very helpful for everyone to understand what the strategy has achieved.
4. Monthly business analysis meeting
Be sure to hold monthly business analysis meetings to analyze the data carefully. Analyze data from different dimensions, such as repurchase rate or conversion rate, customer unit price or other dimensions. Using data to analyze business conditions seems to be a very simple action, but doing it well will make the organization better.
5. Work hard for customer success
When I communicated with the general manager of the Microsoft Technology Center, he said that customers are not big or small, and customer success is very important. So as long as the customer needs, everyone in their company can appear. This is customer-centric and customer thinking. Huawei is doing this, Microsoft is doing it, and all the outstanding entrepreneurs I have met are doing it.
I have seen an excellent entrepreneurial team send more than a dozen people to the Beijing market for more than ten days. Everyone sees four or five customers every day to listen to their needs and ask them if they are still satisfied.
It is a happy thing for people to be needed, and it is a happy thing for people to help others. When we help our customers succeed, we are motivating our customers’ goodwill and our own goodwill. Isn’t such a team bad? Isn’t helping customers succeed is helping yourself succeed? Isn’t helping yourself succeed is helping customers succeed?
Therefore, our company’s values are “carving oneself and benefiting others”.
6. Good rank
When managers are doing organization building, sometimes they need to make a set of company rank tables. From every professional ability to every step in the company, what are his abilities and qualities? Can you list it? All teams should know what abilities I should have when I work hard to the next one and go one step further. Rank is a way to help manage, pay, and promote more visually.
6. Suggestions for the next action plan
After talking about the summary and trends above, what suggestions do you have for the next action plan?
1. Strive to be an expert brand
Today, we must think about how to make a brand recognized by users in this field. Today’s China is a good era for the rise of brands. Because consumption upgrades, users are choosing better quality products, so we would rather spend more effort on products.
Expert brand means that our organization must be professional. Where we continue to invest in the competition, we must achieve 100 points, do our best, and achieve the ultimate.
2. Learn to collaborate with multiple businesses
Multi-service collaboration means that we must embrace technology and reach users through online and offline collaboration. In the past, companies divided online and offline, and the future will only be divided into digitalization or no digitalization.
3. Leading business
The leading business is the business that runs in the forefront. The market segments of many companies will be eaten up by new brands, which will gradually affect your main business. And if you have a leading business, you are not afraid that latecomers will carve up existing markets and opportunities, and you can also keep your organization motivated.
7. The last words
We must continue to let excellent people run at the forefront.
Why do some companies develop well and their teams develop well? It is because it uses the business to fission when it is developing, and finally gives many talents the opportunity to take on more business. Business development is the prerequisite for talent development, and talent development is the prerequisite for business development.
At the end of the year, the inventory will be updated after the return of a hundred battles. We must be open, face the future, and not satisfy ourselves!
