Luo Zhenyu's 2022 New Year's Speech "I Can Do It Again". What should we do?

Due to work reasons, I only listened to part of Teacher Luo's New Year's speech in the evening of 65438+February 3 1, and listened to some more this morning. First of all, I admire Mr. Luo Zhenyu's spirit. Due to the epidemic, I was suddenly told that I could not hold a large-scale rally. In the face of the empty venue, I still held a New Year's speech as promised every year. Four hours later, I brought us 53 short stories with my own unique views.

* * * The concept of winning is the value of the company.

202 1 has a big variable: many famous large enterprises are in trouble. People began to discuss: What should a "good enterprise" look like? Luo Zhenyu shared the story of a property management company in his speech. Only the property management fee of 0.43 yuan per square meter per month is charged, which solves the property management problem of Beijing's "old and young" communities. How is this done? The dry method of this property company is to "solve their own problems by solving other people's problems", such as borrowing the enthusiasm of community residents to collect waste products, turning them into "community cleaning volunteers" and implementing the dicing contract system, which not only makes these residents earn more money for collecting waste products, but also improves the cleanliness of the community. "We often need to tear down the wall in our minds," Luo Zhenyu said. This story just shows us a new possibility-an enterprise can not only know itself from pure business logic, but also put its own survival in the overall interests of society. This is the new face of a good company.

When I talk about wealth, I use a new word "simple moral intuition"

Luo Zhenyu understood that * * * is money: in a big family, an old woman has two sons. The eldest son is richer and the second son is poorer, so according to the simple ideas and concepts of the elderly, the rich eldest son should help the poor second son; Where is the second son? He should help the rich eldest brother avoid risks. He said that this is the view of a simple old man. Now that the country is rich, it is necessary for the rich to help those who have no money. This is a simple moral intuition. Of course, grandma's story is a kind of life phenomenon, and it will certainly encounter all kinds of difficulties in actual operation.

This year, when we were faced with the word "* * * to be rich together", although some authoritative people came out to explain that * * * to be rich together is not to kill the rich and help the poor, nor is it egalitarianism. However, everyone is still a little worried: to put it bluntly, people with more money don't pay? But as long as we look away from the business account and put ourselves in the overall social situation of living together, we will find that the contradictions we thought in the past do not actually exist. It is not contradictory that some people get rich first and volunteer to help those who are temporarily behind; Money is not contradictory, but it does not kill the rich and help the poor; * * * is rich, but the first thing is development, not * * * and poverty, not contradictory. As long as you feel that you are in a * * * body and agree with this * * * body, it is not deprivation, but an honor to help others. Just like the eldest son of a family, pulling his younger brother and sister, he will not feel wronged in his heart, but the pride of "the eldest son of the family, the minister of state".

And for how to achieve prosperity and prosperity, the country will inevitably find a balance point and implement fair and open distribution of wealth. For example, the future tax reform and other tax policies, the implementation of property tax and inheritance tax, anti-monopoly treaties, how many large factories were interviewed because of industry monopoly, and so on. In the face of the future "* * * rich" economy, we should be more responsible for our own work, adhere to the direction of national policies, do the right thing, be stable and far-reaching, provide value to the society, and then get a wealth gift from the society. The essence of * * and wealth is recognition.

Enlightenment of carbon neutrality: find the real problem, determine the direction and be the future person.

Westerners often think of self-restraint when they talk about carbon neutrality? For example, being a vegetarian, turning off the lights for an hour, riding more bicycles and driving less cars all sound like a retrogression of civilization. Because the west is a consumer society, a lot of carbon emissions come from living consumption. Therefore, it is inevitable for westerners to achieve carbon neutrality and control consumption. Teacher V Wen Yifei of the University of Finance and Economics gave a set of data. He said that China is a production-oriented society, and residents' electricity consumption only accounts for 1 1% of the national electricity generation, even if the tertiary industry is added, it only accounts for 30%. The biggest problem of carbon emission in China is actually energy and industry. We are not only for ourselves, but also for the whole world. Therefore, in our usual conversation and work behavior, we can't use other people's experience to do things in the future. We must first understand our own practical problems and use data to tell the evidence. So for me, the future of carbon neutrality is not energy saving, but the upgrading of industrial model.

For example, the insurance industry, in fact, our actions are slow. When someone exchanges information online, many people still meet in the old way. While some people can explain diseases and laws on the spot, others are talking back. It is because the past methods can't keep up with the current rhythm, our services are not understood, and the value of insurance is being excluded. When we find a problem, we should solve it from the perspective of the future. We need professional people in the future, so we should become professional people, such as knowing medicine, law, computers, social security and so on. We should become life experts around customers and give valuable solutions to problems that customers find difficult. Can't we be friends with your clients for life?

Product value: The core of a product is to give others a good feeling.

In today's overcapacity, the functional value and marginal benefit of products are getting lower and lower; What about asset value? Can't be satisfied. The most effective way to increase product value is to do emotional value.

In the past, we wanted to promote a new product, a new thing, which was systematically solved by reducing the dimension. Do a lot of advertising, give a lot of subsidies, try it out in 0 yuan and so on. By crushing resources, you can occupy the market at once. High-cost investment can bring high returns.

But there is actually a premise behind this, that is, the market is blank, and you can spread it out immediately by resources and burning money. Just like before we do anything, the first consideration is how much it costs. But in today's world, it is difficult to find a blank. Most of the things we do actually have the shadow of others. Then if we want to start a new thing, we must have the patience and kung fu like embroidery. For specific people, with specific solutions, new things are embedded into other people's original life scenes bit by bit.

In a variety show, the judges asked the rapper opposite: Do you want to make a good product or do you want to make a good product? Why do you say that? Because we need to understand the emotional value of products. If a product takes emotional value as its core value, then people attracted by this emotional value will not care so much about the functional value of the product. When this situation is pushed to the extreme, you will find that the function of some products is to provide emotions. For example, a movie that makes you happy, a resort hotel that relaxes you, a concert that you have to go to, …

What do you get when you give?

You really have a good feeling that you will disappear. There is no upper limit to people's demand for good feelings. So you bought it this time, and you will probably buy it again next time. The higher the repeat purchase rate, the greater the value that this product or brand can realize from you.

So, what is the product that can give full play to emotional value?

The answer is, of course, people, who are the best containers for creating and accepting feelings. It must be the most true to use people to restore people's emotions. So Nike is tenacious, Tesla is an innovative geek, Li Ning is the pride of the nation, and Xiaomi is a cost-effective person. These are actually simulating people's personalities.

Therefore, if you want a product, you must first do a good job in the emotional value of your own brand and create a personal IP that others like.

It can be said that in the future, we will really face more and more uncertainties, just like Luo Zhenyu's speech, because of the epidemic, we can't get feedback from offline audiences. Of course, this incident also reminds us that uncertainty in the future is the norm, and we should learn to embrace change and keep up with the times.