Flying to Beijing from all over the country to attend the New Year's speech and private party of Mr. Yang Shitou, chairman &CEO of Wisdom Cube, has become a big event in the marketing circle every year.
As of December 31, the 2019 Crossing the River Conference has been held for the fourth consecutive year, and the number of participants has exceeded the expected number of applicants every year.
Compared with the popular celebrity New Year's speech in recent years, the main content model to please the general public; Yang Stone's "Crossing the River Conference" known as the conscience of the industry, has been "dry goods" and "practical" as a highlight, well received by the industry and praise!
Analyze the reasons for the success of Crossing the River Conference from a professional perspective:
Every year, the theme of the conference will be named in the early stage of publicity. The theme of Crossing the River Conference 2019 is "Ice and Fire".
The two titles of Yang's speech this year are "Five Pits in the Cold Winter" and "Five Opportunities in the Spring".
For the most hot topic in 2018, for the success or failure of the once hot start-up circle, investment circle, Yang Shitou also directly invited two big players in the circle: capital circle Yang Shoubin; Venture capital Hu Shihui.
1. Hu Shihui
Chairman and CEO of Opportunity Space, Founder of IP MALL; Managing Director, Hainan Huixiang Tourism Investment Co., LTD.; Founded Principal Corporation; Founded Taimei Group and served as chairman of Beijing Taimei Technology Co., LTD., and chairman of Beijing Taimei International Travel Service Co., LTD. Cross-industry serial entrepreneur, senior investor.
The title of Mr. Hu Shihui's speech at the conference is "Trends and Opportunities from shopping mall to IPmall".
2. Yang Shoubin
Founder of Chunguangli Industrial Capital Group, founding partner of Fengfeng Capital, initiator and Executive director of Future Entrepreneurs Club, Executive vice president of China Youth Angel Association, Vice President of Shenzhen Technology Entrepreneurship Promotion.
The title of Mr. Yang Shoubin's speech at the conference is "Come, Come, Come together to the Future".
3. Yang Stone
CEO of Think3group Smart Cube Brand Marketing, Judge of Super brands Global Brand Rating in China, Vice Chairman of China 4A Content Marketing Committee, Official Executive Consultant of Beijing 2008 Olympic Organizing Committee, former Vice President of Ogilvy & Mather Advertising, founder of three-dimensional marketing structure model.
Laymen look at the door, experts watch the lively, known as the marketing circle industry gluttonous feast, and this year for marketing people to provide what the main "dry goods" and "highlights"?
01
If you cower in your cave, as far as I'm concerned, your life hangs in the balance.
-- Hu Shihui, Trends and Opportunities from shopping mall to IP mall
Big talk trend, is to earn small money, only the fish swimming in the water, the most qualified and experience, tell the story of the upstream of the winter.
As a veteran of entrepreneurship, Hu Shihui shared the economic winter he encountered in his 20 years of entrepreneurship and how to deal with it.
Hu Shihui said, "As an entrepreneur, I did only one thing at that time. I kept my original intention, won every possible hope, and believed in the possibility."
Before the global financial and economic crisis in 2008, Hu Shihui had invested all the money he earned from the first project in the new project encryption algorithm, which he was optimistic about. However, after burning out 60 million yuan, the economic environment began to deteriorate.
In 2009, the economic situation improved, China electronic information gave two successive rounds of investment, the company insisted on sitting down the project, became the national standard, and then became the global standard, and finally landed in the Hong Kong capital market, listed.
Hu Shihui said, "The biggest inspiration from this winter experience to me is that in the cold winter, you should learn how to survive first, how to stick to your original intention at the same time, learn a way to maintain your physical ability, so that you can live longer than your competitors. If you live a little longer, maybe you live a month or even a week, you will meet the opportunities that may arise."
For the winter of 2018, Hu Shihui is also on the road to entrepreneurship.
Mr Hu Shihui said: "Winter is coming, when you are ready, actually at this time, you may win more opportunities. In winter, when budgets are tight and businesses are eager to do well, they need a new way to communicate and brand, but it's hard to spend millions and millions of dollars on advertising!"
Therefore, in the cold winter, Hu Shihui proposed IP mall, which is an opportunity space: it can provide IP with flexible display for as short as one day, as long as several months to several years, online and offline product content, brand marketing, investment and ecology combination, all-round 360 degree enabling, the price range from tens of thousands to tens of millions of yuan.
"When the cold season comes, when the whole winter comes, it tends to be when the whole ecology bursts out, and 2019 May be even harder than 2008," Hu said.
02
The difference between thought and cognition is the biggest difference between business founders, and is also the foundation of future success and failure.
-- Yang Shoubin, "Come, Come, Come Together to the Future"
This is an investment advisor who never uses the so-called tuyere to fool you, and honestly tells you the logic behind the cause and effect.
He has invested in 240 projects, met with more than 5,000 investors and reviewed more than 20,000 business plans.
As a veteran investor, Yang Shoubin sees the characteristics of a founder:
"Entrepreneurship is experiential, not empirical. I've told a lot of founders that you're wrong and you're going to fall into a trap, but a lot of people listen. Don't listen to what? Because of the founder species, he will always be the person who persuades others, rather than be convinced by others. He has to make many mistakes before he can realize them. If he does what others tell him to do in advance, he will not only not innovate, but also will not be a particularly successful founder. On the contrary, if I tell you how to do it and you can do it, it will be too simple and impossible, because there are too many variables and challenges to start a business.
A few reasons for 2018's cold winter:
First, "No flower can prosper in a hundred days, and no person can prosper in a hundred days." China's economy has been growing at a high speed for 40 years, and it cannot continue to grow at a high speed. This is the law of nature and the law of the universe, and nobody can resist it. Second, overdevelopment makes the threshold of entrepreneurship lower and lower, but the threshold of entrepreneurial success is higher and higher, "typhoon" receded, only one or two pigs flying in the air, the vast majority of pigs are poured into the pot to boil soup; Third, from 2013 to 2016, both those who know investment and those who don't know investment flocked to the investment industry. "Money is not a thing", and the valuation was no longer based on the "price-earnings ratio", but on the "market dream rate". So it must come back to reason.
03
Life is limited, do not use the wrong road, to verify their own road error.
-- Yang Shitou, "Five Pits in the Depths of Winter", "Five Opportunities to Blossom in Spring"
In the general assembly, Mr. Yang Stone to several cases as specimens, in-depth analysis, let everyone see directly the risk and successful experience of the enterprise in the current operation.
In the on-site case analysis, Yang Shitou's "quotations" is also full of dry goods:
1. Don't use false reasons to prove your moral errors,
2. The cake you bake is no better than your pot. People have limitations on things, including myself, so we can only open the cognition outwards and explore the realm inward.
3. The ultimate goal of a brand is not for me to sell, but for you to buy.
4. Brand symbol is the first interface of commodity psychological feeling. Once formed, it cannot be easily changed. Changed, the brand is on the table, psychological is feng shui.
5. All business is the game of survivors. There are no products and companies forever, only products and companies of The Times.
6. Interest comes from perception. Whether to understand, from cognition. Perception depends on emotion, cognition depends on logic. It's useless to talk about deep value until the audience is not interested in you. As your appearance level is not good, willing to understand your talent, has left the majority.
7. The 200 million new middle class is becoming miserable.
8. The nature of user thinking, I care about your care.
9. Why do other people's businesses do well? Because of all your experience, all your core competencies, there is no way for you to form a barrier.
10. At the top of the pyramid there are only fossils of two animals, one is an eagle, the second is a snail.
11. National Luck: In an era, whether it is an opportunity for young partners, it is national luck, not Sino-US trade.
12. Insist on self, is the performance of cognitive superficiality. Every time I hear something... Be who I am, be who I am. I thought from the inside ha ha. I feel good, the world is good, I don't feel good, the world is dark. This is the most superficial intuitive animal, the mind has no step causal logic, imperceptibly, is an emotional slave, what dream master, just say.
13. "Consumption upgrading" is only an increase in per capita income, which will not be equally distributed to all consumer goods. In other words, some upgrade, some downgrade. Stone personally believes relegation is the majority, at 80 percent.
14. New species of goods characteristics: ① personalization honor guarantee; ② Niche refinement; (3) brand entertainment; (4) Aesthetic localization.
15. What the new middle class will pay for: (1) Technical features; ② Pay for the appearance level design; ③ pay for niche non-standard ④ pay for deep service; ⑤ Pay for the perceived experience.
16. How to give oneself psychological construction? Strong will × ability × method. No matter what idea, plan, or purpose, if it is ruminated on many times with a strong belief and expectation, it is bound to remain in the subconscious and become the source of positive action.
17. Discovery is the camera, insight is the fluoroscope. Do you think marketing is about copywriting and design? No, behind the screen is insight selling.
18. If you want someone to help you, start the conversation with "I need your help." This will increase the other person's feelings of guilt. People hate feeling guilty, so you're much more likely to get help.
19 while young, need to suffer more, will be truly humble; Otherwise, your self-righteous cleverness and contemptuous sense of superiority will destroy you sooner or later.
20. Our brain, 95% is the instant association of the subconscious, only 5% is rational thinking consciousness.
Listening to what they say, watching what they do, "Crossing the River Conference" object oriented has been positioned in the marketing circle of professionals, from the first conference so far can do years to provide "dry goods" "highlights", its full sincerity, enough to match its good reputation in the industry!
