1
00:00:00,500 –> 00:00:01,400
那个代理人
2
00:00:01,400 –> 00:00:03,700
所以说他相当于电的功能
3
00:00:03,700 –> 00:00:05,300
他也叫终端来对
4
00:00:05,333 –> 00:00:06,900
那我这么解释
5
00:00:06,933 –> 00:00:09,166
请问那你对终端
6
00:00:09,366 –> 00:00:13,200
你对这个渠道有没有一个清晰的了解
7
00:00:13,200 –> 00:00:14,000
来告诉我有没有
8
00:00:14,900 –> 00:00:16,566
来有的请举手啊
9
00:00:16,566 –> 00:00:17,500
好手放下
10
00:00:17,666 –> 00:00:18,466
因此
11
00:00:18,666 –> 00:00:22,966
各位以产品为中心的公司的认知
12
00:00:23,333 –> 00:00:26,166
他一直认为我能赚钱的就是产品
13
00:00:26,500 –> 00:00:30,466
而今天活在这个维次的就是长虹
14
00:00:30,700 –> 00:00:32,000
长虹一直在亏损
15
00:00:32,766 –> 00:00:34,366
春兰已经没了
16
00:00:34,600 –> 00:00:36,933
小牙电器没了
17
00:00:36,966 –> 00:00:39,866
想当年有一个冰箱叫心扉冰箱
18
00:00:39,866 –> 00:00:40,666
还有吗
19
00:00:41,400 –> 00:00:46,800
没了这些企业就是天天研究产品
20
00:00:47,066 –> 00:00:48,600
认为能赚钱的
21
00:00:48,600 –> 00:00:51,266
就是因为手里有什么产品
22
00:00:51,966 –> 00:00:56,133
而以渠道为中心的公司的认知
23
00:00:56,333 –> 00:00:57,700
他认为他能赚钱
24
00:00:57,700 –> 00:00:58,966
就是他手里有渠道
25
00:00:59,166 –> 00:01:00,666
典型的代表是国美
26
00:01:00,900 –> 00:01:02,700
是苏宁是三联
27
00:01:03,400 –> 00:01:04,266
是爵位
28
00:01:04,933 –> 00:01:06,066
是周黑鸭
29
00:01:06,766 –> 00:01:07,866
是陈老师辅导的
30
00:01:07,866 –> 00:01:11,400
开了2,800家店的有鸭啊
31
00:01:11,400 –> 00:01:12,866
我辅导他三年时间
32
00:01:12,866 –> 00:01:13,700
从不到100家店
33
00:01:13,700 –> 00:01:16,400
瞬间开了2,800家店啊
34
00:01:16,400 –> 00:01:17,200
来各位
35
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我想请问你
36
00:01:18,933 –> 00:01:20,866
这个爵位
37
00:01:21,333 –> 00:01:25,700
他成功的核心不是绝味鸭脖多好吃
38
00:01:25,866 –> 00:01:27,800
是因为他设计了一种模式
39
00:01:27,866 –> 00:01:29,133
让他在这几年之内
40
00:01:29,133 –> 00:01:31,200
开出来了1万多家店
41
00:01:31,400 –> 00:01:32,933
包括飞机场
42
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包括高铁站都有绝味来告诉我
43
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是不是甚至也会有周黑鸭来告诉我
44
00:01:38,533 –> 00:01:39,300
对不对
45
00:01:39,300 –> 00:01:42,366
那每个店是不是都是他的渠道呢
46
00:01:43,566 –> 00:01:46,500
所以那每个店是不是都在卖鸭脖呢
47
00:01:46,800 –> 00:01:47,700
那我问你
48
00:01:48,266 –> 00:01:51,866
如果我们把绝味的鸭脖瞬间给他
49
00:01:51,866 –> 00:01:53,333
不卖了卖猪蹄行不行
50
00:01:53,333 –> 00:01:54,133
行
51
00:01:54,500 –> 00:01:55,366
卖乳鸽行不行
52
00:01:55,366 –> 00:01:57,300
行卖烧鸡行不行
53
00:01:57,300 –> 00:01:58,100
行
54
00:01:58,400 –> 00:01:59,466
那都行啊
55
00:01:59,466 –> 00:02:02,866
所以爵位之所以市值360多亿
56
00:02:03,100 –> 00:02:06,366
核心点不在于它的鸭脖
57
00:02:06,566 –> 00:02:08,400
而在于它的那个店
58
00:02:09,266 –> 00:02:10,966
他有了那么多渠道
59
00:02:10,966 –> 00:02:13,700
就有了那么多卖的渠道
60
00:02:13,933 –> 00:02:16,900
所以招商就是建渠道当他
61
00:02:16,900 –> 00:02:17,966
每开一家店
62
00:02:18,000 –> 00:02:19,366
只要这个店活着
63
00:02:19,366 –> 00:02:20,966
只要这个店生意还不错
64
00:02:21,133 –> 00:02:24,400
那么这个店是不是源源不断的在卖
65
00:02:24,400 –> 00:02:25,000
绝味鸭脖
66
00:02:25,000 –> 00:02:26,133
也就在卖这个货
67
00:02:26,133 –> 00:02:27,300
来告诉我对还不对
68
00:02:27,533 –> 00:02:30,900
就举例比如说我设计了一个模式
69
00:02:31,733 –> 00:02:36,500
让这个呃韭菜蛋奶茶的高总
70
00:02:36,766 –> 00:02:39,466
我说你不要赚奶茶的钱
71
00:02:40,066 –> 00:02:42,266
你要把奶茶的钱给门店来赚
72
00:02:42,533 –> 00:02:44,666
结果我又让门店也不要赚奶茶的钱
73
00:02:44,666 –> 00:02:46,200
我说门店要赚会员费
74
00:02:46,900 –> 00:02:48,700
你要把奶茶的利润让利给消费者
75
00:02:48,700 –> 00:02:50,200
把大量的会员锁进来
76
00:02:50,533 –> 00:02:52,133
然后我们可以做b ToC
77
00:02:52,933 –> 00:02:54,733
然后什么叫b ToC
78
00:02:54,966 –> 00:02:58,400
就基于c端用户做变现
79
00:02:58,400 –> 00:03:00,466
基于c端用户卖枸杞
80
00:03:00,466 –> 00:03:01,666
卖茶叶啊
81
00:03:01,666 –> 00:03:04,166
卖红枣卖避孕套啊
82
00:03:04,166 –> 00:03:06,200
然后还可以做B2B
83
00:03:06,666 –> 00:03:07,933
啥叫B2B呢
84
00:03:08,166 –> 00:03:11,300
就是他家那里那个店里边
85
00:03:11,466 –> 00:03:14,400
他不仅仅去卖奶茶
86
00:03:14,600 –> 00:03:18,766
他家店里边现在还有鲜花呢
87
00:03:19,300 –> 00:03:21,700
知道吗还可以直接鲜花定制
88
00:03:22,333 –> 00:03:24,266
他家奶茶店里面个
89
00:03:24,500 –> 00:03:29,500
还可以有那个什么速溶的咖啡呢
90
00:03:30,166 –> 00:03:32,766
他家店里的还可还卖奶片呢
91
00:03:33,533 –> 00:03:34,366
卖奶片
92
00:03:35,600 –> 00:03:37,266
所以我想告诉你
93
00:03:37,366 –> 00:03:41,166
他每一家店都是源源不断的卖货的
94
00:03:41,166 –> 00:03:42,900
渠道来告诉我对还不对
95
00:03:43,333 –> 00:03:44,966
就逻辑就打通了呀啊
96
00:03:44,966 –> 00:03:48,266
第三个以用户为中心的公司的认知
97
00:03:49,000 –> 00:03:51,400
他认为我能赚钱是我手里有用户
98
00:03:51,600 –> 00:03:53,666
用户是买的人
99
00:03:53,733 –> 00:03:56,466
渠道是卖的人
100
00:03:57,066 –> 00:03:59,133
卖的人所以比如说京东
101
00:03:59,566 –> 00:04:00,733
京东认为能赚钱
102
00:04:00,733 –> 00:04:02,066
是我手里有这么多用户
103
00:04:02,566 –> 00:04:04,300
所以京东在线上开店
104
00:04:04,333 –> 00:04:06,133
为什么京东亏损14年
105
00:04:06,266 –> 00:04:09,300
结果把老板亏成了百亿富豪
106
00:04:09,566 –> 00:04:11,000
你看看人家刘强东
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00:04:11,566 –> 00:04:14,166
人家刘强东娶了奶茶妹
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00:04:14,300 –> 00:04:15,566
而且更重要的是
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00:04:15,566 –> 00:04:17,900
人家刘强东比他岳父还大两岁
110
00:04:17,900 –> 00:04:18,700
你知道吗
111
00:04:20,533 –> 00:04:23,066
真的刘强东比他岳
112
00:04:23,066 –> 00:04:24,100
父都大两岁
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00:04:25,466 –> 00:04:26,766
所以男人们
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00:04:27,333 –> 00:04:28,666
没结婚的请举手
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00:04:29,566 –> 00:04:31,533
没结婚的不要着急
116
00:04:31,533 –> 00:04:32,333
好好努力
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好好加油
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00:04:33,800 –> 00:04:35,166
有的是你的机会
119
00:04:35,300 –> 00:04:37,800
你的另外一半可能还在读幼儿园呢
120
00:04:39,066 –> 00:04:40,200
听懂掌声鼓励
121
00:04:41,200 –> 00:04:43,300
告诉我厉害不厉害啊
122
00:04:44,066 –> 00:04:46,333
来同不同意啊
123
00:04:46,400 –> 00:04:47,700
这是核心关键点
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所以先强大自己
125
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是化解一切痛苦的根本
126
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来
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告诉我是还是不是啊
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是
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00:04:55,533 –> 00:04:57,466
同意的请举手啊
130
00:04:57,466 –> 00:04:58,733
这是核心关键点
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来告诉我
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00:04:59,566 –> 00:05:00,366
对还不对
133
00:05:00,800 –> 00:05:04,466
所以新时代赚钱的底层逻辑
134
00:05:05,300 –> 00:05:09,133
已经发生了巨大的什么改变啊
135
00:05:09,166 –> 00:05:11,700
新时代赚钱的底层逻辑
136
00:05:11,766 –> 00:05:13,566
已经发生了巨大的变化
137
00:05:13,666 –> 00:05:16,333
所以今天最容易赚钱的公司有两类
138
00:05:16,600 –> 00:05:18,200
第一个叫有渠道的公司
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00:05:18,800 –> 00:05:20,333
第二个叫有用户的公司
140
00:05:20,466 –> 00:05:21,566
而你会发现
141
00:05:21,966 –> 00:05:23,733
我说一句比较难听的话
142
00:05:23,766 –> 00:05:25,200
各位老板们能不能承受
143
00:05:26,533 –> 00:05:27,500
能老板啊
144
00:05:27,500 –> 00:05:28,966
在公司就是皇帝
145
00:05:29,200 –> 00:05:30,300
啥叫皇帝啊
146
00:05:30,300 –> 00:05:31,700
没人敢说你
147
00:05:32,400 –> 00:05:34,133
高管敢给你提意见吗
148
00:05:34,733 –> 00:05:36,133
老婆敢给你提意见吗
149
00:05:36,133 –> 00:05:38,200
没有就皇帝
150
00:05:38,500 –> 00:05:42,266
所以你往往听不到真实的声音
151
00:05:42,266 –> 00:05:43,600
和真实的意见
152
00:05:43,700 –> 00:05:44,300
来告诉我
153
00:05:44,300 –> 00:05:45,100
对还不对
154
00:05:45,900 –> 00:05:46,466
所以
155
00:05:46,466 –> 00:05:49,600
一堆拍马屁的人把老板都拍飘了
156
00:05:50,000 –> 00:05:53,466
所以谁能给你说不好听的话
157
00:05:53,666 –> 00:05:55,166
谁能给你禁言
158
00:05:55,166 –> 00:05:56,666
谁能给你说不舒服的话
159
00:05:56,666 –> 00:05:57,933
你能坦诚接受
160
00:05:58,100 –> 00:05:59,733
你才会真正去成长
161
00:05:59,766 –> 00:06:00,333
来告诉我
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00:06:00,333 –> 00:06:01,133
对还不对啊
163
00:06:01,500 –> 00:06:03,066
对这才叫关键
164
00:06:03,200 –> 00:06:05,366
知道吧这才叫核心
165
00:06:05,566 –> 00:06:08,000
这无数的老老老老老板
166
00:06:08,100 –> 00:06:10,566
只能听好听的啊
167
00:06:10,566 –> 00:06:13,766
难听的全部被屏蔽掉
168
00:06:14,100 –> 00:06:15,333
全部听不到
169
00:06:16,066 –> 00:06:16,866
那
170
00:06:16,900 –> 00:06:18,000
那怎么成长呢
171
00:06:18,000 –> 00:06:18,533
来告诉我
172
00:06:18,533 –> 00:06:19,333
对还不对啊
173
00:06:20,466 –> 00:06:21,500
说一句真话
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00:06:21,866 –> 00:06:25,166
没有渠道和没有用户的公司
175
00:06:25,700 –> 00:06:27,000
不是真公司
176
00:06:27,166 –> 00:06:30,933
没有渠道没有用户的老板不是真老板
177
00:06:31,000 –> 00:06:32,100
你是假老板
178
00:06:32,966 –> 00:06:34,133
什么叫你是假老板
179
00:06:34,133 –> 00:06:36,933
因为你就一头一卖个货
180
00:06:37,166 –> 00:06:41,500
赚点钱但是你的那个货
181
00:06:42,466 –> 00:06:44,400
就算你是卖钻石的又怎么样呢
182
00:06:44,800 –> 00:06:46,000
你的钻石卖不去
183
00:06:46,000 –> 00:06:46,466
卖不出去
184
00:06:46,466 –> 00:06:47,933
在我眼里就是个破石头
185
00:06:48,800 –> 00:06:51,466
就算你是卖最顶级的茶叶又怎么样呢
186
00:06:51,600 –> 00:06:53,533
现场有没有卖茶叶的啊
187
00:06:53,533 –> 00:06:55,200
没有我就不怕得罪人了
188
00:06:55,966 –> 00:06:57,366
你那个茶叶再好
189
00:06:57,366 –> 00:06:57,900
卖不出去
190
00:06:57,900 –> 00:06:59,400
在我眼里就是树叶子
191
00:06:59,966 –> 00:07:01,466
茶叶不就是树叶子吗
192
00:07:02,000 –> 00:07:03,066
告诉我对不对啊
193
00:07:03,800 –> 00:07:04,666
同意的请举手
194
00:07:05,366 –> 00:07:07,666
这是核心理解吗
195
00:07:08,066 –> 00:07:09,566
所以因此
196
00:07:09,566 –> 00:07:11,566
以渠道为中心的老板
197
00:07:11,600 –> 00:07:13,900
要懂得调整产品结构
198
00:07:14,366 –> 00:07:15,933
更符合渠道的需求
199
00:07:15,966 –> 00:07:20,800
就是更让渠道好卖好卖
200
00:07:21,733 –> 00:07:25,500
以用户为中心的老板要优化产品结构
201
00:07:25,700 –> 00:07:28,000
更符合用户的需求
202
00:07:28,066 –> 00:07:29,866
让用户愿意买
203
00:07:30,333 –> 00:07:31,333
来跟我说
204
00:07:31,333 –> 00:07:32,733
让渠道愿意卖
205
00:07:33,500 –> 00:07:34,866
让渠道愿意卖
206
00:07:34,900 –> 00:07:36,200
让用户愿意买
207
00:07:36,566 –> 00:07:38,000
让用户愿意买
208
00:07:38,533 –> 00:07:41,533
那渠道愿意卖的原因是因为什么
209
00:07:41,533 –> 00:07:42,766
因为好卖呀
210
00:07:43,600 –> 00:07:46,100
因为因为好赚呀
211
00:07:47,166 –> 00:07:51,266
那这个用户为什么愿意买啊
212
00:07:52,066 –> 00:07:54,900
因为物美价廉啊
213
00:07:56,200 –> 00:07:57,466
货真价实啊
214
00:07:58,000 –> 00:08:00,466
因为物美价廉啊
215
00:08:00,500 –> 00:08:03,133
因为物超所值啊
216
00:08:03,766 –> 00:08:04,733
就这道理啊
217
00:08:05,166 –> 00:08:07,566
所以核心点在这里啊
218
00:08:07,733 –> 00:08:08,533
因此
219
00:08:09,133 –> 00:08:11,366
过去以产品为中心
220
00:08:11,766 –> 00:08:14,533
我们天天追求的是低成本
221
00:08:15,066 –> 00:08:17,266
低成本的目的是为了把价格卖的更低
222
00:08:17,533 –> 00:08:19,200
第二个我们追求差异化
223
00:08:19,300 –> 00:08:21,733
差异化是为了追求把价格卖的更高
224
00:08:21,933 –> 00:08:24,066
把价格卖的更高需要品牌
225
00:08:24,533 –> 00:08:26,600
把成本降的更低
226
00:08:27,300 –> 00:08:31,933
需要庞大的量的筹码
227
00:08:32,366 –> 00:08:34,766
那我们中小民营企业又做不到
228
00:08:34,766 –> 00:08:36,000
所以你会发现
229
00:08:36,000 –> 00:08:37,400
你以产品为中心
230
00:08:37,400 –> 00:08:38,800
今天做中小微民营企业
231
00:08:38,800 –> 00:08:40,800
其实是缺少核心竞争力的
232
00:08:41,800 –> 00:08:45,166
就是我们的产品第一没有价格优势
233
00:08:45,400 –> 00:08:48,866
第二我们的产品还没有品牌优势来
234
00:08:48,866 –> 00:08:50,400
你们觉得是不是一没品牌优势
235
00:08:50,400 –> 00:08:51,400
二没价格优势
236
00:08:52,200 –> 00:08:53,166
所以多累啊
237
00:08:53,666 –> 00:08:54,900
换道超车呀
238
00:08:55,333 –> 00:08:56,133
对不对
239
00:08:56,333 –> 00:08:59,666
所以微商交易结构的核心观念是
240
00:08:59,666 –> 00:09:01,366
他的推广方式改变了
241
00:09:02,566 –> 00:09:04,200
他的渠道结构怎么样
242
00:09:04,900 –> 00:09:05,700
改变了
243
00:09:06,000 –> 00:09:08,366
所以招商有四个非常重要的战略
244
00:09:08,766 –> 00:09:10,600
招商有四个非常重要的战略
245
00:09:11,400 –> 00:09:12,666
各位什么叫战略
246
00:09:13,533 –> 00:09:15,366
战是做什么
247
00:09:15,800 –> 00:09:17,400
略是忽略
248
00:09:17,400 –> 00:09:18,500
是不做什么
249
00:09:18,700 –> 00:09:21,100
各位战略是取舍
250
00:09:21,266 –> 00:09:22,600
战略是布局
251
00:09:22,766 –> 00:09:26,666
战略是站在未来看当下来
252
00:09:26,666 –> 00:09:27,700
什么叫战略
253
00:09:28,066 –> 00:09:31,166
战略是做正确的事
254
00:09:31,466 –> 00:09:33,166
然后再把事做正确
255
00:09:34,133 –> 00:09:35,300
先做正确的事
256
00:09:35,366 –> 00:09:37,366
战略不是你未来做什么
257
00:09:37,366 –> 00:09:39,266
是今天做什么才有未来
258
00:09:39,366 –> 00:09:40,866
这句话是非常重要的
259
00:09:40,866 –> 00:09:41,500
来跟我说
260
00:09:41,500 –> 00:09:43,466
战略不是未来做什么
261
00:09:45,800 –> 00:09:48,366
而是今天做什么才有未来
262
00:09:52,500 –> 00:09:54,733
今天不设计商业模式
263
00:09:54,733 –> 00:09:57,733
不做企业盈利方式的转型
264
00:09:58,100 –> 00:10:00,133
盈利能力的升级
265
00:10:00,333 –> 00:10:02,366
不做商业模式的创新
266
00:10:02,400 –> 00:10:04,166
不做现金流的放大