Zhang Yun dialogue Wang Fengying: In the "inner volume" era, grasping the trend is better than keeping the advantage

On the 10th of Zhenghe Island Talking on the second season of the "Thought and Living Law" series of live broadcast, the 11th issue of "How to survive in the" inner volume "era? In the dialogue program, Lis Strategic Positioning Consultation Consultation Global CEO, Chairman of China Zhang Yun and Queen of Auto, and former President of Great Wall Motors believe that in the context of new energy vehicles incentive competition, success must grasp the trend, especially the changes in the trend. It is not necessary to embrace the trend to embrace the trend and form your new advantage according to the trend.

01

See the user's mind,

It is the most critical step to be a brand

Chen Wei: Wang always has a veteran and old driver who has been farming in the automotive industry for 30 years. Now we are indeed very popular in the field of car building, and thousands of car companies are up. As a senior, what suggestions or experiences do you have to give these new forces for these vehicles?

Wang Fengying: Because the large track of new energy vehicles brought a lot of opportunities, many new new energy vehicle brands were poured into many new energy vehicle brands.

From a strategic point of view, most brands were made of multiple cars and diversified models at the beginning, and they all wanted to spread out all product lines. The underlying thinking is definitely to expect "the east is not bright in the west." However, I personally think that the practice of diversified energy is not the best way, nor is it a way to succeed soon.

From a product perspective, the positioning of most products has a phenomenon that transitions from fuel vehicles to electric vehicles. This degree of innovation is not enough, and electric vehicles should have a greater space for innovative thinking.

From a brand perspective, the brand operation of most car companies is actually not strong enough and not focused. Most companies only seek to have a car now, and do not ask for your cognition. But in fact, a new brand is important to seize the user's mind on the new track as soon as possible. Taking the Great Wall as an example, the well -done brands include tanks, Euler, etc. The tanks seize the positioning of smart tide -to -off -road off -road, and Euler is the positioning of women's cars.

Chen Wei: We are also curious. You just said this to seize your mind and seize the opportunity. Now the new energy vehicle brand is mainly Wei Xiaoli and BYD. In your opinion, is the opportunity for other emerging brands?

Wang Fengying: At present, on the new track of new energy vehicles, some brands that have entered first have indeed have certain advantages. However, in the long run, the pattern of new energy vehicles is actually far from forming. The first round of the first round to win, how can it be a big problem for Chinese companies.

Judging from the comparison of traditional car companies and new power car companies, in fact, each has its own advantages. Traditional car companies still dominate the comprehensive strength of manufacturing, research and development, and resources. New power car companies have certain advantages in the ability of user concepts and Internet thinking, but these two capabilities will quickly penetrate and integrate.

Who can win in the next competition pattern, I think it depends on strategic innovation and strategic determination. Any large and comprehensive strategy will have risks. Therefore, in the next 10 years, hundreds of car brands may also be eighty -nine -nine. Be eliminated?

02

Chinese car companies move towards globalization

Challenge and opportunity

Chen Wei: We are currently leading in the field of new energy vehicles. In the global industrial structure, everyone generally believes that this is an opportunity for our country's curve. It has surpassed Tesla, how can our local brands become a global brand one day? What always does this one think?

Zhang Yun: Two years ago, Ris made a global strategic positioning report. He studied the six core markets around the world. He had a very surprising discovery.

Global consumers' cognition of China has undergone tremendous changes. It is no longer low -quality and low -cost, but high -tech, 5G, energy, and Internet, especially in young people and high -income people. This recognition Knowing is getting stronger and stronger, I think this is the biggest opportunity for Chinese companies, because China's influence is getting greater and the world's cognition of China is getting better and better.

In accordance with this cognition, it is becoming more and more easy to enter the global market in Chinese brands, especially high -tech products such as cars. Fewer and fewer people today will question Chinese cars, especially electric vehicles.

But where is the challenge?

1. Strategy

The first challenge is strategic. We cannot simply copy the effective practice in China to the world, but many of our companies are copying such simply.

We have a very vivid metaphor. You are a big grocery store in a small market, but you must be a specialty store in the large market.

Because you can sell everything, your market is limited, consumers are also familiar with you, they are all acquaintances, so it is easy to sell products. However, in order to carry out business in the global market, we must focus on the most opportunistic products, brands and categories.

2. Marketing

Another important challenge is global marketing capabilities. Many companies now sell in dozens of countries around the world, but that is just product trade. How to establish brand awareness in a market, especially those important markets?

We lack this experience in this area and lack of teams in this area. We must combine global organizations and team cultivation to slowly create global brands.

Chen Wei: Strategy, "battle" is actually opportunities and offensive points. "Slightly" is something to be abandoned.

President Zhang, some people think that it is an excess era, but in fact, in some people with strategic vision, it is still a chance to be on the ground. In addition to the new energy track, in your opinion, which industries are full Opportunities and hope. If your friends around you start a business, what will you recommend him to do? Zhang Yun: I think this problem is very good. Some time ago, Mr. Ren Zhengfei made "survive" as the goal and made everyone feel pessimistic. I think it was a sense of worry about corporate strategy.

But I think if it is to survive, everyone will lie flat, which is the biggest mistake or loss. We must understand the opportunities we face today with greater time and space dimension.

Today we are facing the opportunity of consumption to iterate. This large iteration is not discussed before. The simple consumption upgrade and consumption evolution in the simple sense. It is a leap -up iterative iteration. New energy vehicles are part of them.

Go back to 30 years or longer, Chinese car brands basically have no chance to subvert BBA, Volkswagen, Honda, Toyota, etc., but today, because of the large iteration of consumption, basically every new forces have the opportunity to subvert them.

The trend like new energy exists in many industries. For example, the health trend of the food and beverage industry, today humans have gradually realized that the harm of sucrose that has established positions for tens of thousands or even hundreds of thousands of years has brought a lot of sugar changes. The birth of new categories related to food and beverages, such as the change of the element of sugar in the vitality forest.

In fact, related to this, simply "two highs, two lows", low sugar, low fat, high protein, high fiber, which is a very important element that dominates the entire food industry upgrade. I believe that the new category of the food industry in the future Most of the horn beasts will be produced in this field.

Another example is architecture, and now everyone is developing in the direction of environmental protection and more energy saving, because the original building energy consumption is too high, and now the country is also advocating a new, greener building form.

If we look at the perspective of consumption, we will find a lot of such opportunities, but these opportunities belong to companies that design category strategies from an innovative perspective and build new brands and new enterprises.

03

The formation of strategy should be from the outside,

Execution must be from the inside out

Chen Wei: President Wang is also a strategic master. We find that strategic decision makers must not only have strategic determination, but also have strategic sensitivity. The strategy is adapt to local conditions and rhythm. For example, the focus of a category in different periods is different, pickups, cars, SUVs, including later Euler, how do you make strategic innovation and decision -making, can this piece share with us?

Wang Fengying: I think there are two important tasks for a company's strategy. The first is how to form a strategy, and the second is how to make strategies land. In fact, most companies often make mistakes in these two tasks.

The formation of strategy is actually determined by the combination of internal and external thinking of the enterprise. After countless verifications, we see that the internal thinking of the company is essentially different from the external thinking such as Zhang.

The perspective of thinking within the enterprise is more inclined to industry thinking and expert perspective. President Zhang used the perspective of external thinking, that is, competitive thinking, user thinking, and user perspective. When the company wants to design and innovate a strategy, in fact, only internal ones only rely on the internal ones The perspective of thinking is easy to have misunderstandings and limitations.

Therefore, in the past 15 years, the Great Wall has actually made a strategic strategy in the inner brain plus and external brain, internal thinking plus external thinking, and the process from the outside to the inside.

However, the implementation of strategy is actually very important. We also see that even many companies have a good strategy, they often do not implement them, or they have biased in the long -term execution process. When it encounters competitive pressure or resistance, it often rebounds and shakes, which is a major phenomenon in strategic landing.

The second is that it is not capable of implementing landing and cannot allow these strategies to take root. In fact, sometimes in this case, there is a lack of strategic landing methodology, some lack resources, and the main thing is that there is no internal pusher, or internal pushers have nothing to do with nothing. New creation.

If there is no resources within the enterprise, it can create resources and integrate external resources. This is what the trader must do; if the enterprise has a lot of resources, it is scattered and not focused, it will not ensure that this new strategic execution can generate competitive advantages.

Strategic landing should be from the inside out. What do you do? In the process of landing, strategy often deforms when stress, or insists on not being in place, and insists on a positioning, so that the positioning is shifted upward or downward. This phenomenon requires external strong professional correction.

Therefore, we think that the strategic landing is actually from inside and outside, supplemented by the main and the main and supplement. This cooperation is the two most important links from strategic design to strategic landing.

Chen Wei: I also heard that your strategic innovation theory has a systematic six -step method. I also want to use this methodology to help many companies. What kind of method is it?

Wang Fengying: I have been in the Great Wall for 30 years. The biggest gain is two things. One is that the strategic design of the enterprise should have one optimal model, and the other is that the company's strategic landing should have good methodology. Regarding the strategic landing, the six -step method is summarized through the practice of many years of leading strategy, and it is briefly introduced.

1. New strategic consensus

The first step of strategic landing should be to unify the mind first, so the so -called unified thought can be unified, so unified consensus becomes the most critical first step in strategic landing. 2. Design is named

A new strategy is like fighting a battle. First of all, what should be identified is the core tactic that decides to win this battle. Even if there is a good strategic positioning, it must have better innovation that supports this positioning. Tactic tactics are dedicated.

3. Strategic decomposition

A war battle is often composed of multiple small battles, and a strategic landing process must be composed of multiple landing plans, and each plan should have clear time, goals and strategies.

The high -quality landing plan should be a plan like a combat map, not a navigation map, and the navigation map does not need to be clear what strategies.

4. Focus advantage

Focusing resources is difficult. The resources of any enterprise are limited. When allocating resources, it feels that there are many wolves and less meat. The tilt resources to the new strategy to make the new strategy have an overwhelming competitive advantage. It is an enterprise's confidence in the new strategy. Without this confidence, you will not be determined to focus on the new strategy.

5. Sword breakthrough

This sharp knife is often a competitive innovative product, or an innovative business model, or a penetrating marketing activity. Because the break is to open the distance with other similar products, and the success of the successful break must be verified not only to verify the accuracy of the brand positioning, but also to open a channel for the full development plan.

6. Execute correction

There are many factors that affect strategic execution that leads to strategic bias, leaving the strategy to lose focus and inadequate execution. Therefore, timely correction and positioning are also a key step in strategic execution.

04

The ultimate positioning is category innovation

Chen Wei: I would like to ask President Zhang. Before my friend and former colleague Jin Dao Dao wrote an article on the Internet. He questioned this positioning theory and had his own opinions. His explosive strategy, how do you respond to this question?

Zhang Yun: There is no shortage of questioning about the theory of positioning. Creative masters such as Ogway have questioned, but it is accepted and practiced by more and more entrepreneurs. This is its special feature Essence

In a sense, everyone's questioning of positioning makes people impress it deeper and deeper, and the understanding of it is deeper and deeper, which objectively strengthens the popularity and correct understanding of positioning.

I think there are a few general cognitive misunderstandings behind it. For example, I hear a view that it is outdated, which is the product of the industrial era. In fact, this is a great misunderstanding because he does not understand the positioning of positioning. The background.

The positioning occurred in the 1960s, but it was not that steam engines had spawned positioning, but the entire communication environment has undergone tremendous changes. Because of the emergence of public media such as newspapers, television, and radio. The era, and the ability of the brain to process information is almost the same as one million years ago, so this has a huge contradiction.

This is the background of positioning. The problem it wants to solve is that when there are more and more information, products, and media, and when the information explosion, how your information enters the consumer's mind, because consumers will filter you out and treat you as spam.

After understanding this background, it is not difficult to understand. More and more Internet and high -tech companies are learning positioning, because today's environment also has an excess information and a sharp explosion of information.

Another one is that the positioning itself is constantly developing. An important theory and method of our latest development also uses for more than ten years, called category innovation. Category innovation has made a great iteration and iteration and iteration on the basis of the original positioning upgrade.

Mr. Lis regards category innovation as the ultimate positioning. Why? The purpose of positioning is to make you the first in the minds of consumers, then the role and value of category innovation are the first to start.

From the perspective of global business practice, the top brands in various industries are actually pioneers of categories, such as Tesla, which once occupied 80%of the electric vehicle market in the United States. In fact, it created the category of electric vehicles. The tank that President Wang just talked about it actually created the category of Tide Playing off -road, and the start is the first.

Drucker has such a point of view. He believes that "management is not logical, but valid". In fact, the strategy is not the truth you speak, but the effectiveness.

Since the positioning theory is a test of time and many successful cases to verify, it has strong vitality and practicality.

To sum up, our questioning of positioning is that we do not understand and understand it. Of course, the positioning itself is also developing. No theory is perfect, and constantly developing is why it has strong vitality.

Chen Wei: Yes, management is a practice. In fact, the brand strategy is also practical science. Do not look at advertisements and see the effect. Everyone is concerned about the underlying logic now, such as the methods and theories we are positioned, because there are many people affected by Cottler in marketing, and many consulting companies in Michael Potter are applied. What is the difference between our positioning theory and them? What about contact?

Zhang Yun: I think the theory of positioning has created a new era in a sense of the pioneering theory in the 1960s. We are called the era of cognition. Before the positioning, all business, marketing, and strategic theories were based on facts, but Mr. Lis found the power of cognition in the practice of General Electric.

He proposed that cognition is greater than the facts, and cognition determines the facts. So the most different point of positioning and all other theories is that it is based on cognition.

After the positioning was proposed, three Nobel Prize winners were born in cognitive psychology and behavioral economics. They verified the existence of the cognitive world from the perspective of experiments and science.

The analysis of Kanmann has a mistake in decision -making, because there are cognitive deviations, and why consumers make mistakes in decision -making, because there is a cognitive bias, it verifies the status of cognition. So cognition is the most important part and the most important underlying theory.

However, when the category innovation theory was proposed, we restructured the underlying theory of positioning, and added two important underlying theories on the basis of cognition. One was the natural evolution of Darwin. We found that the evolution of business and nature is very similar. The driving force of the evolution of nature is to continuously degenerate, differentiate, and evolve, and this is actually the case in the business field.

The other is Xiong Peter's innovation theory. Xiong Peter defined what an entrepreneur was more than a hundred years ago, and it is a person to realize innovation. So for enterprises, innovation is crucial.

We combine these three to constitute the underlying theory of category innovation. The core advantage of Lis' methodology is that we have established the entire thinking model of category innovation. More importantly, as far as an innovative theory of business practice is concerned, the most difficult thing is to provide a method that allows enterprises to practice.

There is no way from Kumpeter to Cristanzon, because the method of innovation is difficult. However, in the process of cooperating with a large number of enterprises, Lis has formed some unique advantages, summarized some methods in practice, and has undergone practice verification.

05

If you can't create a new category,

It's best not to start a business

Chen Wei: Lis has helped many companies. I heard that President Wang also wished to help a group of Chinese outstanding entrepreneurs. We want to know, you have led over 100 billion companies, and have created a lot of successful brands. What kind of experience do you have for our startups?

Wang Fengying: As President Zhang said just now, what is the definition of Xiong Peter's definition? It is an innovative organization. Enterprises must be innovative for competition, because only innovation can enhance competitiveness and create differences, so I think the innovation of enterprises is the foundation of survival.

And it is best to innovate as category innovation. Teacher Zhang talked about category innovation is the biggest innovation of enterprises. Whether it is a large company or a small enterprise, this logic is the same, because large enterprises have grown from small companies, and if large enterprises want to continue to develop and endlessly, they must continue to open up new categories.

And start -ups, if you can't create a new category, it is best not to start a business. If you can't really discover new opportunities and can't find a new category or new track, wouldn't it be blind entrepreneurship. Even if you find new opportunities and new tracks, if you cannot persist and focus on it, you may not seize these opportunities.

Chen Wei: Yes, the truth and the truth are naked. This words are very ruthless, but it is actually a good advice. In terms of brands, some of our emerging or new consumption brands are actually traffic and even sales scale, but it is difficult to say that it has a brand, or we call it a glory brand. There is a stage that it may be very popular. But soon the brand's potential energy came down again. What does President Wang think of this phenomenon?

Wang Fengying: We did see a lot of online celebrities or brands like tide. It came fast and fast. Why? Because the Internet has a characteristic, it has always been promoted. The price is only transmitted on the Internet. The price has been reduced and the price has been reduced, but it does not pass the value and does not really show the core value of a brand.

How to make the Internet celebrity brand a long red brand? You have to return to your brand. The first important thing to be a brand is to create a "signature dish", and then continuously enhances the user's mental cognition, so as to form a unique value of the brand in cognition.

Anyone who only pays attention to product sales and even rely on promotion can maintain sales. A brand that does not form a user cognition is equivalent to having names and no brand.

06

Category innovation is small enterprises from 0 to 1,

The key to the endless enterprise

Chen Wei: Some netizens asked Mr. Zhang, how can companies quickly find their own positioning and create their own categories? Is there any way?

Zhang Yun: In fact, there is a systematic method, but it is important to grasp the trend, especially the changes in the trend, and the trend is greater than the advantage. Many of our companies hold their own advantages when doing their own strategy. Of course, this is not wrong. The original advantage should be considered.

But if your advantages and trends are contrary, you must decisively let go of your advantages, embrace the trend, and form your new advantage based on the trend.

The greatest value of the corporate strategy is to seize the opportunity of "the current small and the future". It may be because there are few people who are involved in the current "small". In the future, it will become "big". At that time In the future, I grew up. Chen Wei: Some friends asked Mr. Zhang, how do food entrepreneurs positioning when the funds are insufficient?

Zhang Yun: Still back to the ultimate positioning, just as President Wang said just now, for entrepreneurs, you must first find a good category opportunity. Jobs believes that the establishment of an enterprise is because there is a very different idea, and then I want to set up a company to implement it for this different thing.

Why start a business? It is not because you want to start a business, but because you have found a huge opportunity, especially the new category opportunities that meet the future trend. In this case, you have the opportunity to run faster than others.

Because of the new things that meet the trend, you can attract more media reports with low cost, you can get the attention of funds and attract the team. Like Ali, it is a high -level person to attract high -level people by the prospects of the Internet. Therefore, it will bring a series of invisible advantages. In this way, it will make up for the defects of funds. You will get funds and resources and make it easier to succeed.

Therefore, category innovation is the key to small enterprises from 0 to 1. Large enterprises.

07

How do companies have winter?

Chen Wei: Our current enterprises are facing multiple tests, with epidemic conditions, and international situations, including some other factors, which are superimposed in one piece. Many companies are not very good. What kind of suggestions do you have for the company if you have winter?

Wang Fengying: If I think it is winter, companies should treat their business indicators very rationally. It is also a way to narrow the front and shrink strategy. When facing a particularly complicated competitive environment and variables, some chicken rib products or business It should be survived.

For new opportunities, we must dig in depth and focus on the new category strategy.

Zhang Yun: Just now, President Wang gave very specific suggestions. From another perspective, returning to Xiong Peter's innovation theory, Xiong Peter is almost the only economics for innovation as a very important element of the entire economic development. Family.

He explained economic fluctuations in this way. When innovation occurred, everyone came to invest because of profits. In this case, the economy developed; when the economy went down, many industries usually were homogeneous. Investment, the original can not make money.

So from this perspective, today's economic fluctuations, there are still many hot industries in the cold winter, so don't waste every crisis and treat the crisis as an opportunity to reorganize your strategic innovation. Those excess, there are not much competitive and future industries and companies.

In this process, in fact, new innovations have been spawned invisible, and it is necessary to promote enterprises to do things that are more in line with trends and future. Future innovation to create future growth points.

When the snow melts, the spring is here, and you take the lead and grow up.

Betting:

Zhang Yunlis Strategic Positioning Consultation Consultation Global CEO and Chairman of China

Wang Fengying, one of the most influential female CEOs in the world, Queen Queen, Great Wall Motor President

Director: Editor Chen Weizheng Island

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