I have found that there is an operator who does not understand or emphasize the importance of basic common sense and laws, and brave and innovators themselves, either think that the law is a fart, or that he is to break the law and look dauntless.

Some people who hold the above views do not even know the existence of the law. The law punishes him for not knowing it, but he also thinks that it is the price that innovation must pay. Some powerful laws that are fearless, others who have fallen down do not count on themselves. Come in person. In this way, many conventional mistakes that could have been avoided were repeatedly staged in the field of operations. The bigger companies are, the more they try to break the law.

Even big companies like Wahaha often make erroneous mistakes. Wahaha's cross-border all failed. The first reason is to ignore the basic laws of successful cross-border.

The success of cross-border diversification depends on the original competitive strength of new entry industries, on whether you can allocate resources beyond the strength of major competitors, and more importantly, you must have an operational team with a professional background. In accordance with the laws of the industry to conduct business management or transform the original enterprise management. This is the law! Guo Guangchang, Fosun Group, who is struggling with cross-border diversification, said that we do not rely on one team to fight all the battles.

As we all know, the success of Wahaha in the field of food and beverage is actually a success of Zong Qinghou. When Wahaha transitions from food and drink to children's wear, milk powder, liquor, and shopping malls, it is no longer necessary for one person to hold the entire Wahaha Zong celebration. The energy is for the sake of hand, and the miracle cannot continue because Zong Qinghou has nothing to export. Whether it is strategic grasp, enterprise management and marketing, Zong Qinghou’s success is purely personal and imperial. The so-called management model, experience, and wisdom all belong to him personally and only apply to him personally.

Wahaha is not bad money, there is also a strong appeal on the brand and Zong Qinghou personal charisma, coupled with a well-designed dealer policy with strong pressure and profit-driven, why does not help on the road to cross-border diversification . This is the power of the law. No matter how powerful companies and individuals can change the law. Without respecting the characteristics of entering the industry, the key elements of cross-border, and the cognitive laws of consumers, there is no great emphasis on having an operating team that exceeds the average level of the cross-border industry. The current result is inevitable.

Compared with Lenovo's entry into agriculture, its cross-border size and difficulty are unmatched by Wahaha. What did Liu Chuanzhi emphasize when crossing the border? It is corporate culture, management ability, leader! He said that we have very strong management capabilities. To be an agricultural factory requires a strong cultural foundation and strong management knowledge. "Our advantage is that we truly understand the enterprise and understand the management of the enterprise."

“The leader of important projects is very important.” Liu Chuanzhi recalled: “It took nearly a year to select a Chen Shaopeng to sit in this position.”

Building teams, setting strategies, and bringing teams are three elements of Lenovo's management. This has proven time and again in the construction of various new platforms of Legend Holdings. Zong Qinghou and his Wahaha are rarely seen in these aspects. We see more transactions and business, and less management and culture.

How to get common sense and master the basic laws

How to get common sense and master the basic laws? There is no secret. Learn from books, learn from classics, and correct them in practice.

No one denies that the law and experience will never reach the front of practice. However, this does not prevent it from having the value of guiding practice. Its value lies in letting you know what is the old road that others have gone through, what is the detour, evil road, path and dead end, and ultimately saves you precious resources and time. Those who are truly wise have always stood on the shoulders of giants and walked the world. They are people who are in awe of the basic laws of the classics.

We must attach great importance to the experience of the top experts and classic writers in the field of management and management. This has been proven through a great deal of practice, and ignoring and resisting these laws and experiences will lead to losses and failures. For example, if there is an expert brand in a category market, the adoption of a single-brand company will not gain any advantage in entering this category market. Even if you have a greater strength, this rule cannot be changed. The more brands you have, the weaker your brand power is. Wahaha was not without almonds, and Coke was not only trying to enter the city once. “Edison” milk powder never wanted to be mediocre in the market, but everything was not as good as Zong Qing’s wish and was the rule in which he was acting. For consumers and dealers, the word "Wahaha" only means that it is a big company, but for Wahaha's products, the support provided by the Wahaha brand is not strong. If Zong Qinghou knows and fears these basic laws, he will not come back against the wall again and again without success.

In the same way, I said that Evergrande is not destined to succeed because he violates the obvious basic rules. Evergrande is famous as a famous real estate company for its sponsorship of football. Evergrande has been closely linked with real estate and football. At this time, launching bottled water in the brand of Evergrande, you don’t feel the water is a bit reinforced concrete and Is the taste of football? If Evergrande believes that it is purely worry-free, then Evergrande will launch Evergrande's "footwork spirit" to try!

Now Evergrande has made great efforts to enter the agricultural field. I urge Evergrande to put brand planning on the agenda very early and use “Evergrande” to beat the world in various fields.

How to deal with the relationship between the law of fear and bold innovation

Knowing, observing and respecting the laws will certainly hinder innovation. If you want to innovate, you must break the law. This is quite a mistake.

My point is: Law is law, and law must obey and fear. The key to not making mistakes or failing to follow the rules is that you must know the conditions for the establishment and application of the law. As long as the conditions of the market are similar to the conditions of the market formed by the reality and the laws, the law will be established. At this time, laws should be respected and respected; if the objective conditions change, the old laws and old experiences will fail, and you need to look for new laws. And methods, then need innovation. However, the relationship between the law of fear and bold innovation is not the latter to break the former, but to surpass it on the former! Attention is beyond, the original is still, and it works in some places. Innovation is the discovery of new laws and the upgrading of working methods.

Taking the marketing communication theory as an example, from the perspective of USP and brand image theory, each classical theory has its own birth and applicable market environment. It prompts the laws under certain market conditions and still has its own applicable space. For example, the emergence and application of positioning can not explain that the USP and brand image theory are wrong, but the effect is slight, and there is no serious opposition or contradiction between them. In the era of high homogeneity, we must position ourselves as the leader and unite the so-called image and selling points in the unified position. Therefore, do not move yourselves to break the law, the law is not broken, and the law is used to transcend. Only by knowing the law and respecting the law can we control the law and transcend the law, and it is possible to achieve effective innovation.

As the food and beverage boss Wahaha, the biggest enemy is himself. The boss companies should find the industry, expand the industry, lead the industry, and promote industrial upgrading, instead of grabbing the market for a while and imitating that product. The biggest problem in China's food industry is low marketing, low-value, low-price competition, truly nutritious and hard-to-find health foods difficult to find, Wahaha should be the first to introduce high nutrition, high health, high safety products, and establish the industry benchmark Because you are most qualified and capable of leading the industry and promoting industry upgrading. Such a Wahaha can only be called a great company. By then, the unhealthy “nutrition express line” is not worth mentioning. In doing so, other companies will certainly pursue it. If they do it, they will be able to succeed. This is innovation, it is the law of innovation of the boss!