"Old Cui Talks | Issue 2"

Time is like a butcher's knife, and without realizing it, we are heading in four directions. I always feel that not only my professional skills need to be iterated, but also my management needs to be iterated. Therefore, I went to the United States to study for an MFA in Interior Design. As soon as I return from vacation, I quickly enrolled in classes to adapt to the trend and cannot blindly study. Many friends often ask: Lao Cui, why do you think an older woman is working so hard? I used to often choke, but I knew in my heart that I had to persevere because I knew what I wanted... So I just smiled and didn't answer. I read an article about Chen Man before and thought she spoke very well. I borrowed it to boost my courage: working and studying so hard is to support my ideals and do what I love. Although I am very busy on weekdays, I am very fulfilled. I always remind myself to do my job well, not to ruin my job, and not to be irresponsible to myself. I will strive to be sunny every day and spread positive energy.

岁月是把杀猪刀，不知不觉眼看要奔往四的方向了，总感觉不仅自己的专业技术要迭代，而且管理也要迭代，所以去美国读室内设计MFA艺术硕士学位，一放假回来赶紧报班学习，学习也是为了顺应趋势，不能盲目的学习。很多朋友经常问：老崔啊，你说你一大龄妇女那么拼命干嘛？以前我经常被噎着，但是心里知道还是要坚持下去，因为自己知道想要什么。。。所以只是笑笑不答。之前看过一篇有关陈漫的文章觉得她说的很好，借来壮胆：这么努力工作学习，是为了供养自己的理想，可以做自己喜欢的事情。尽管平日里非常忙碌，但是非常充实，时刻提醒自己做好自己份内的每一件事，不砸自己的饭碗，也不能对自己不负责任，我要努力做到阳光每一天，传递正能量。

 

The content of this episode of Lao Cui's talk is my notes from this training, which I will share with everyone.

Daily summary is greater than daily learning.

Financing is primarily about integrating social resources.

The company is not making money because the people who come are wrong, and the lack of money is because the shareholders are wrong.

Direct, simple, rough, and effective.

Shareholders are divided into four types: funding type, resource-based, management type, and advisory type.

The six steps of equity financing: 1. What do I have? 2、 What am I lacking? 3、 Who has what I want there? 4、 Why would he give it to me? 5、 What can we do together? 6、 1+1=11

The best business model: You have me, I have you (altruistic model).

People become loyal due to their emphasis, and changing their behavior can affect their thinking.

A light strip explaining the five characteristics of the product.

The greatest wisdom in the world is to classify and categorize again.

History only repeats itself without change, what changes is efficiency and tools.

The contract must be signed successfully.

Turn whoever you need into a shareholder.

When looking for investment in a project, investors will definitely ask four questions:

How do you make money?

Who are your upstream and downstream?

What is your equity structure?

What if I invest in you and lose money?

All relationships are costs, only strong relationships can make money.

The business model is about changing your transaction structure.

The top is wrong, efforts are in vain.

Structure determines function.

Sorry to have caused someone's death!

First the villain, then the gentleman, everyone is a gentleman, first the gentleman, then the villain, everyone is a villain.

The enterprise determines its end from the beginning - equity structure is important, structure determines function.

There are two types of equity structures that must not be used: one is that the two entrepreneurs each hold 50%, and the cooperation between the two shareholders must be one large and one small, one strong and one weak; The second is a three person entrepreneurship, each accounting for 33.3%, which cannot be used and will undoubtedly lead to death!

80:20 and 70:30 are both good equity structures.

1>2+3, there must be someone who is greater than the sum of everyone.

Chinese shareholders are a combination of emotions and interests.

Be indecisive in big matters, but strategize in small matters.

The first thing to do in a business is to ensure the safety of shareholders.

Research equity financing more and debt financing less, first-class enterprises know how to sell equity.

The bottom line for financing is private lending, the middle line is bank loans, and the top line is equity financing.

The dead end is also a road.

Corporate equity, external financing, and internal incentives.

The overall top-level design of equity allows for both giving and receiving equity, firmly binding the enterprise and management into partners and enabling the company to continue to grow stronger!

● Compared with the "Jinshan Corner" of Internet plus, the answer to the problem of lack of money is readily available.

● Internal incentives first, followed by external financing: internal equity distribution (personal shares, bank shares, registered shares, options), constraints on stock and excess, avoidance of legality by giving away shares that can be reasonably recovered, incentives to retain talent, equity is human nature;

● External financing: top-level design of equity, equity structure (children and parents, reasonable tax avoidance, legal operation), learning to participate in and release shares (small shares tied to large shares, money and people in their respective positions, with the right to use and speak); Reasonably releasing shares in external financing contracts, leaving enough space to send out products while selling back equity.

The five dimensions of good marketing (visibility, recognition, reputation, loyalty, and dependence) help users shape a feeling of trust in us, then attack from all directions, and finally achieve results everywhere.

The altruistic mindset and model make sales simple and irresistible to customers, which is worth learning from and emulating.

● Shaping the trust of customers (visual, auditory, sensory); The promotion and publicity of the integration of the three networks, product packaging (self packaging), in order to achieve the business path: precise positioning, brand building, product packaging, sales innovation (there are two more that have not been remembered)

● Five major Internet thinking: user thinking, flow thinking, free thinking, platform thinking, cross-border thinking;

The four major changes in the altruistic model: marketing model, business model, financial model, and management model. The case study method that makes sales simple and irresistible to customers is the most easily ignited method, which is the "drainage of free marketing skills". Changing the thinking mode, success is not easy to rely on effort, but on thinking mode. Planning in advance, profit first, cost second, sales first, production second; De profit oriented, de industry oriented, and decentralized; If you want to take it, you must give it first! Altruism leads to self-interest!

● 1. Find reliable people and do reliable things.

2. The essence of business is to create value for customers and solve problems for consumers. Serve the people.

3 . Standing at different latitudes and heights, there is no competitive relationship, earning money from peers is the master.

There are no traditional industries, only traditional thinking.

Getting ashore is the most important thing.

2. It's not that it's impossible, it's that I don't know.

Being a valuable enterprise is more important than being a profitable one.

Many people want you to succeed in order for you to succeed.

1. Giving money is more important than making money.

The future trend belongs to the partners.

3. Any self righteous boss will ultimately have a bad ending.

4. Division of shares does not represent decentralization, so it is called equity.

 

本期老崔说事的内容是我这次培训的笔记，和大家分享。

●每天的总结大于每天的学习。

●融资首先是融合社会资源。

●公司不赚钱是因为来的人不对，缺钱是因为股东不对。

●直接、简单、粗暴、有效。

●股东分为四种类型：资金型、资源型、管理型、顾问型。

●股权融资的六大步骤：一、我有什么？二、我缺什么？三、谁那里有我想要的？四、他凭什么给我？五、我们在一起能做什么？六、1+1=11

●最好的商业模式：你中有我，我中有你（利他模式）。

●人因重视而忠诚，改变他的行为，会影响他的思想。

●一张灯片讲清产品的五个特点。

●世界上最伟大的智慧，是分类分类再分类。

●历史只有重复，没有改变，改变的是效率和工具。

●要把合同签成活的。

●你需要谁，就把谁变成股东。

●有项目找投资，投资人一定会问的四个问题：

1.你靠什么赚钱？

2.你的上游、下游各是谁？

3.你的股权结构是什么？

4.如果我投你，亏了怎么办？

●所有的关系都是成本，只有强关系才能赚钱。

●商业模式就是改变你的交易结构。

●顶层不对，努力白费。

●结构决定功能。

●“不好意思”害死人！

●先小人后君子大家都是君子，先君子后小人大家都是小人。

●企业一开始就决定了它的结束——股权结构很重要，结构决定功能。

●有两种股权结构一定不能用：一是两人创业各占50%，两个股东合作必须一大一小，一强一弱；二是三人创业，各占33.3%，这种也不能用，必死无疑！

80：20, 70：30都是很好的股权结构。

1＞2+3，一定有个人大于所有人之和。

●中国的股东就是感情+利益。

●大事寡断，小事众谋。

●做企业的第一件事就是安股东。

●多研究股权融资，少研究债权融资，一流的企业懂得卖股权。

●融资下策是民间借贷、中策是银行贷款、上策是股权融资。

●绝路也是路。

●企业股权，对外融资，对内激励。

●整体的股权顶层设计，让股权送得出，也收得回，让企业和管理层牢牢捆绑变成了合伙人让公司持续不断强大！

●传统与互联网+的“金山角”对比，为什么缺钱就有了答案，迎刃而解。

●先内部激励，后对外融资：对内股权分配（身股、银股、注册股、期权），存量与超额的制约，合法性的规避即送的出去，也能合理收得回来的股份，激励留住人才，股权就是人性；

●对外融资：股权的顶层设计，股权架构（子养母，合理避税，合法经营），学会参股与放股（小股捆绑大股，钱和人各就各位，拥有使用权和话语权）；对外融资合同放股合理性，留足空间把产品送出去，同时把股权卖回来。

●好营销的五大维度（知名度，认可度，美誉度，忠诚度，依赖度）让用户塑造相信我们的感觉，再八面出击，最后遍地开花结果。

利他模式的思维和模式让销售变得简单，让顾客无法抗拒值得借鉴和学习。

●塑造顾客（视觉、听觉、感觉）的信赖感；三网合一的推广宣传，产品包装（自我）包装，从而达到商业路径：精准定位、品牌塑造、产品包装、销售创新（还有2个没有记住）

●互联网五大思维：用户思维、流量思维、免费思维、平台思维、跨界思维；

●利他模式四大变革：营销模式、商业模式、金融模式、管理模式，让销售变得简单，让顾客无法抗拒的背后案例方法，最容易引爆的就是“免费营销技巧的引流”，改变思维模式，成功不是好靠努力，而是靠思维模式，提前策划，先利润后成本，先销售后生产；去利润化、去行业化、去中心化；将欲取之，必先予之！利他必利己！

●1.找靠谱的人，干靠谱的事。

2.商业本质为客户创造价值，为消费者解决问题。为人民服务。

3 .站在不同的纬度和高度，不存在竞争关系，赚同行的钱才是高手。

4.没有传统的行业，只有传统的思维。

●1上岸才是最重要的。

2.不是做不到，是不知道。

3.做一个值钱的企业，比做一个赚钱的企业更重要。

4.好多人想你成功你才会成功。

●1.分钱比赚钱更重要。

2.未来趋势是合伙人的。

3.凡是自以为是的老板，最终没有好下场。

4.分股不代表分权，所以叫股权。

(Old Cui is not a professional editor, and he didn't know what to insert in the illustration, so he decided to let our company's hotel project in Shanghai go.)

（老崔不是专业的小编，也不知道插图插个啥索性就放了我们公司在上海的一个酒店项目）

 

In addition, I also enrolled myself in a class after returning from last vacation. I wanted to hear how the leadership of emerging brands in the catering industry thinks and how they formulate strategies. In other words, there are many courses like this nowadays, and drinking chicken soup too much is not a good thing. I still can't afford to fall in... So I only chose the brand of Le Caesar. Here are my notes on this course. Three sections with three people, including Zeng Ying, the head of LeCaesar's brand marketing center, Cheng Feng, the head of the food delivery section, and the founder Bing Ge's sharing. Brand marketing: Marketing organizational structure, returning to product quality. The takeaway section is really detailed: experience (packaging/environment, quality, delivery service), efficiency (e.g. platform order import into checkout system, personnel efficiency, floor area efficiency, customer acquisition efficiency), cost management considerations, and what situations are suitable for forming a self delivery team. I listened to methodology in this section, and my intuitive feeling is that data analysis for science and engineering students is not limited! Bing Ge Chen Ning explained why he jumped out of the communication industry to do catering, and I recorded some of his sentences: The catering industry is the houses in Longhua District, Shenzhen five years ago. Overallocation of core competency resources, killing chickens with knives! Cleverly constructing a third-party supply chain to solve the cash flow dilemma. Digging people from ZTE and Huawei! College students will have a sense of career. Management trainee. Employee job pride (clothing, packaging, high salary, like SF Express). Link to world-class resources (spend a lot of money finding consulting firms to solve food safety issues). In the future, Le Caesar's store will be a community street side shop with four or six tables for dining, covering an area of 60-80 square meters. Shenzhen is about 3 kilometers away. Emphasize perspective and value the latest and best equipment such as Japan's refrigeration equipment. Will the franchisees of Future Le Caesar be their own store managers or will they adopt a model of contracted production to households, but they will also be selective. Pay attention to analyzing business cases: Three Squirrels and Liangpinpuzi, the struggle between online and offline. The importance of founders to businesses. Continuous organizational innovation, basic and popular products. Stabilize cash flow, talent, and product quality. You cannot seize every opportunity, but when opportunities arise, they will explode. Restraint, not spending money casually, not showing off. Entrepreneurs must have the ability to continuously learn and absorb.

此外上次放假回来也给自己报了个班，想听一下餐饮行业的新锐品牌的领导层是怎么思考的，同时也想知道到他们是怎样制定策略的，怎么说呢，时下这种课程很多，喝鸡汤多了也不是什么好事，还是不能掉进去了………所以我也就只选择了乐凯撒的品牌。下面是我对这次课程做的笔记。三个板块三个人，乐凯撒的品牌营销中心的负责人曾颖，外卖板块负责人程峰，创始人饼哥的分享。品牌营销：市场营销组织架构，回归产品质量。外卖这个块说的真的很细：体验（包装/环境，品质，配送服务），效率（例：平台来单导入收银系统，人效，坪效，获客效率），成本管理思考，怎样的情况适合组建自配送团队，这一块我听的是方法论，直观的感受就是理工科学生的数据分析不是盖的！饼哥陈宁讲了为什么从通讯行业跳出来做餐饮，我记录了他的一些句子：餐饮行业就是5年前深圳市龙华区的房子。核心能力资源超配，牛刀杀鸡！巧妙构建第三方供应链解决现金流的困境。从中兴华为挖人！大学生会有事业感。管培生。员工从业自豪感（衣服，包装，高工资，像顺丰）。链接世界级的资源（花大钱找顾问公司解决食品安全问题）。今后乐凯撒的店开是社区街边店，堂吃四六桌，60-80平。深圳约3公里一家。重视视角，重视最新最好的设备如日本的冷冻设备。未来乐凯撒的加盟商是自己的店经理人，还是会做包产到户的模式但是会挑人。重视分析商业案例：三只松鼠和良品铺子，线上线下的斗争。创始人对企业的重要性。持续组织创新，基本款，爆款。稳住现金流，人才，产品质量，你不可能抓住每一个机遇，但机遇来临就会爆发。克制，有钱不随便花，不张扬。创业者必定是有持续的学习吸收能力的。

(Old Cui is not a professional editor, and he didn't know what to insert in the illustration, so he decided to let our company's hotel project in Shanghai go.)

（老崔不是专业的小编，也不知道插图插个啥索性就放了我们公司在上海的一个酒店项目）

 

After this series of learning, I have come to the conclusion that what we need to do is to serve our customers well, as well as our consumer groups. So this year, I also made new adjustments to the company's service model. For example, we have launched a package discount design service that combines VI and SI packages. 2. In order to ensure the smooth implementation of the design scheme, we provide free soft decoration design schemes, a clearly priced soft decoration list, and only charge a certain agency fee. I believe that the future will be a business environment based on integrity in transactions, so we have introduced clear pricing. In fact, the ultimate goal is to restore the design scheme. 3. In order to ensure consistency between the rendering and the actual construction site, we also provide designer supervision services, which only charge a small portion of labor costs. Regardless of the service model, it is all about designing solutions that can be implemented and executed.

Launching such a service model is also the ultimate return to the essence of business, creating value for customers and solving problems for consumer groups.

经过这一系列的学习，最终导入我们的工作我总结：我们要做的就是服务好我们的客户，也要服务好我们客户的消费群体。所以今年我也对公司的服务模式做了新的调整。比如：1、推出了vi+si套餐式的打包优惠设计服务。2、为了让设计方案能顺利的执行，我们提供免费软装设计方案，明码标价的软装列表，只收取一定的代办费。我相信未来一定是以诚信为基础做交易的商业环境，所以我们推出了明码标价，其实最终的目的还是为了设计方案能被还原。3、为了能让效果图和实际施工完毕的现场一致，我们还提供了设计师做监理的服务，也是只收取少部分的人工成本费用。无论怎么样的服务模式都是为了设计方案能落地执行。

推出这样的服务模式，也是最终回归到商业本质为客户创造价值，为消费群体解决问题。