When the Baidu Marketing Department has the "internal growth" strength of "continuously outputting high-quality insights", the Baidu APP will have the possibility of "external growth".
To give another example, it is also crazy to open a store. Why is Ruixing sluggish, but Haidilao is still staking the field?
The number of Luckin stores in 2019 is about 4,910. What concept? It took Starbucks 20 years to open 4,100 coffee shops in China.
Haidilao opened 173 new stores in the first half of 2020, and plans to open 1,000 stores in the next three years. In the catering industry ravaged by the epidemic, the speed of Haidilao's store opening is a bit scary.
Where is the bottom line of Haidilao? The layman thinks it is abnormal service and reputation, but only the insider knows that Haidilao's confidence is its huge operating system.
First, there is the supply chain. Purchasing, processing, and distribution of ingredients... With these, we can ensure that the quality of dishes does not fall behind.
Then, is the decoration. Opening a store must be done with decoration, site selection, renovation and other works, and the facade space of Haidilao must be consistent;
Second, is the talent. To open a new store, it is necessary to recruit waiters and store managers, and these people must be familiar with the service process of Haidilao and maintain the service level;
Finally, there is information. How can the complex billing information of the new store be allocated uniformly by the headquarters? These require an integrated data management platform.
For each of the above sectors, Haidilao has established an independent company for specialized operations.
What is the hardest thing about opening a shop like crazy? It is to turn all complex things into standardized actions. Only in this way can we grow recklessly and savagely without hurting word of mouth.
Therefore, Haidilao uses the "internal growth" operating system to achieve "external growth" market share.
Many times, when we encounter growth bottlenecks, it is because we try to obtain "external growth" when we are not strong enough to "internal growth".
It’s like running a marathon without training for long distance running, thinking that you can survive it with willpower, but the result will only be a sudden death halfway.
Moreover, when we do not understand country email list the truth of "internal growth", it is most likely to miscalculate the speed of growth.
1. Growth rate: The real growth is not chess, but Go
The growth most people think is to maintain a constant growth rate every quarter. Especially listed companies, under the pressure of financial reports, will whitewash the growth rate of each quarter.
In my opinion, playing chess and Go is the best metaphor for "inferior growth" and "healthy growth".
When playing chess, all we care about is whether each piece wins or loses. In chess, there are usually only a few pieces left in the final game. Generally speaking, which side captures more pieces, the greater the probability of winning.
But playing Go is completely different. Playing Go is not about "taking pieces" but "layout". Some people may play tepidly all the time, but once he completes the layout of the pieces at a certain moment, the opponent will be powerless even if they capture more pieces of his pieces. .
So, is real life more like playing chess, or more like playing Go? Obviously playing Go.
Of one city and one pool; in business battles, we can't care too much about the growth rate of one season and one year.
The real growth is not uniform, but jumping.
Growth requires energy, and energy needs to be stored. This capacity reserve period is the cycle of "internal growth". If the inner energy is insufficient, trying to grow will only help you grow.
So, not growing is a necessary step for growth. It has been growing continuously, and it must be a deformed growth.