利润观与营销观篇精选
Selected Quotes on Views of Profit & Marketing
💡 Core Golden Quotes
- “Truly excellent sustainable enterprises mostly don’t focus on profits—profits are just a natural result”
- “Without the constraint of ‘earning through proper means,’ profit-driven approaches easily lead to unscrupulous methods”
- “No company has ever failed because of marketing failure—company failures are essentially product failures”
- “Advertising can influence at most 20% of people; the remaining 80% are influenced by that 20%”
- “The worst advertising is exaggerated advertising—companies relying on it never end well”
❓ Selected Q&A
Q: How should we understand “truly excellent sustainable enterprises mostly don’t focus on profits”?
A: Actually, truly excellent sustainable enterprises mostly don’t focus on profits. Profits are just a natural result—it’s like having profits chase after you. (2011-01-28)
Q: Without the constraint of “earning through proper means,” what happens with profit-driven approaches?
A: Without the constraint of “earning through proper means,” profit-driven approaches easily lead to unscrupulous methods. This problem is actually very serious in China right now. (2010-06-09)
Q: Is earning money you shouldn’t have earned not doing what’s right (benfen)?
A: Earning money you shouldn’t have earned is definitely not benfen (doing what’s right). Although most people think making money is enough, our company belongs to the category that knows some money cannot be earned. If more companies like this exist, consumers would feel much more at ease. (2010-03-29)
Q: What’s BBK’s “Three Principles of Not Pursuing”?
A: We advocate being able to accept short-term losses. Don’t earn money you shouldn’t earn. We have the “Three Principles of Not Pursuing”: don’t pursue illegal money, don’t pursue unethical money, and don’t pursuit money beyond your capabilities. (2004-01-19)
Q: Is marketing important?
A: There’s a misunderstanding (externally) that we value marketing highly. Actually for us, marketing isn’t important at all—the most important thing is still the product. No company has ever failed because of marketing failure. Company failures are essentially because of product failure. Marketing means using the simplest language to spread the information you want to communicate (to your users). (2018-09-30)
Q: What’s the role of advertising?
A: Advertising merely reveals or displays a product’s functions rather than endowing products with functions. Advertising is efficiency-oriented—it conveys the product itself to your target consumer group as efficiently as possible. The worst kind of advertising is exaggerated advertising; companies relying on such advertising never end well, because consumers over the long term are an extremely smart group. Advertising can probably only influence about 20% of consumers—the rest depends entirely on the product itself. (2010-04-21)
Q: Someone said “charge for five minutes, talk for three and a half hours,” then went bankrupt—why?
A: Ha, someone said: “Charge for five minutes, talk for three and a half hours,” then went bankrupt—I wonder why? (2018-08-24)
Q: What does driving with ordinary mindset mean?
A: Driving with ordinary mindset doesn’t mean going slow—it means not going too fast. Staying still definitely won’t work. How fast should one drive—for oneself or for one’s enterprise? It shouldn’t be measured by speed but by mindset. Many people drive faster than their capability—that’s very dangerous. (2004)
🔗 Related Notes
Related Concepts Benfen (Doing What’s Right) · Pursuit Beyond Profit · Corporate Culture · Stop Doing List Related People Duan Yongping Related Companies BBK · OPPO Related Topics Benfen (Doing What’s Right) · How to Judge a Good Company
利润观与营销观篇精选
💡 核心金句
- “真正好的能持续经营的企业大多都不是着眼于利润的，利润不过是水到渠成的结果”
- “如果没有’取之有道’的约束，利润导向很容易不择手段”
- “没有哪家公司的失败，是因为营销失败。公司失败，本质都是因为产品的失败”
- “广告最多只能影响20%的人，剩下80%是靠这20%影响的”
- “最不好的广告就是夸大其词的广告，靠这种广告的公司最后都不会有好下场”
❓ 精选问答
问：真正好的能持续经营的企业大多都不是着眼于利润的，这句话怎么理解？
答：其实真正好的能持续经营的企业大多都不是着眼于利润的，利润不过是水到渠成的结果而已，就是所谓让利润追着自己跑的那种。（2011-01-28）
问：如果没有”取之有道”的约束，利润导向会怎样？
答：如果没有”取之有道”的约束，利润导向很容易不择手段。国内现在这个问题实际上非常严重。（2010-06-09）
问：赚了不应该赚的钱是不本分吗？
答：赚了不应该赚的钱当然就是不本分。虽然大部分人认为有钱赚就行，但我们公司是属于知道有些钱是不能赚的这类公司。如果这类公司越来越多的话，消费者就会安心很多。（2010-03-29）
问：步步高的”三不嫌原则”是什么？
答：我们提倡好汉能吃眼前亏。不赚不该赚的钱。我们有”三不嫌原则”：违法的钱不嫌，有违道德的钱不赚、超过自己能力的钱不赚。（2004-01-19）
问：营销重要吗？
答：（外界）有个误解，以为我们很看重营销。其实对于我们来说，营销一点儿都不重要，最重要的还是产品。没有哪家公司的失败，是因为营销失败。公司失败，本质都是因为产品的失败。营销，就是用最简单的语言，把你想传播的信息传播出去（给你的用户）。（2018-09-30）
问：广告的作用是什么？
答：广告只是把产品的功能发掘或展示出来，而不是赋予产品功能。广告是效率导向的，就是把产品本身用尽可能高的效率传达给你的目标消费群。最不好的广告就是夸大其词的广告，靠这种广告的公司最后都不会有好下场，因为消费者长期来讲是个极聪明的群体。广告能影响的消费者大概只有20%左右，其余全靠产品本身。（2010-04-21）
问：“充电五分钟，通话三个半小时”，然后他破产了，为什么？
答：哈，有人说：“充电五分钟，通话三个半小时”，然后他破产了，为什么呢？（2018-08-24）
问：平常心开车是什么意思？
答：所谓平常心开车不是让你慢，是不能过快。停在那里肯定是不行的。开车开多快才最合适自己或是企业？不能用速度来衡量，而应该用心态来衡量。很多人超过自己的能力在开快车，这就很危险。（2004）
🔗 相关笔记
相关概念 本分 · 利润之上的追求 · 企业文化 · Stop Doing List 相关人物 段永平 相关公司 步步高 · OPPO 相关主题 本分 · 如何判断一家好公司