Now, when it comes to taxi software, you can think of only the drop-driving, car rental in China, and so on. What impression do you have on the brand of “easy to get�
You must know that Yizhi was once the first online car platform in China. In May 2010, Easy to use the car was established. Three months after the establishment, Uber was established; and later the industry leader, it was a full two years later than the easy.
However, in the following seven years, the world changed, and time passed, and after the drip, the company was swallowed up and quickly, Uber China, became the absolute awkwardness of the industry.
The first step is easy to use the car, but because of a series of decision-making mistakes, it has gone to the quagmire of failure. Recently, the media also broke the news that “arrears of suppliers’ paymentâ€, “customers can’t get on the busâ€, and “the driver can’t withdraw cashâ€.
Speaking of all this, we only have unlimited regrets. Once, it was easy to open up the domestic network car market, but it fell to such a field.
The reason for this can be said in one sentence: the mall, such as the battlefield, is only suitable for soldiers, not suitable for young artists. The easy founder Zhou Hang is the literary youth.
After a year of college, I dropped out of school.
Going to school to do business
There are not many experiences on the Internet before the establishment of Zhou Hang. Before the interviews with some reporters, we can only put together a general estimate. I know that the Zhou Hang college entrance examination was admitted to the Guangdong University of Foreign Studies, but I dropped out after only one year.
What are you going to drop out of school? Going to Beijing to vote for you. His shackles belonged to the first group of people who got rich after the reform and opening up. They opened a company in Beijing, specializing in the sale of audio equipment, and opened the car in the 1980s.
Out of admiration for the confrontation, Zhou Hangshu, who is only 19 years old, did not read it. He went to Beijing, but he was only an apprentice and helped to look at the counter.
Not long after arriving in Beijing, there was a time when he and his partner were on a business trip. Only he was alone in the store. Suddenly a phone call came over and asked him if he had any goods. He had to order 50,000 pieces of goods.
At that time, Zhou Hang was only an apprentice for two months. He didn't know much about the situation in the store, but he didn't want to lose such a big business, so he agreed to it: Yes, we have the goods you said!
When the customer hangs up the phone, Zhou Hang looks at the inventory in the store, which is suddenly panic, most of the customers said that the store is not! Therefore, Zhou Hang quickly turned over the phone book left by the 舅舅, and called the supplier to ask for goods everywhere, even the "Beijing Evening News" slot advertising did not let go, see who is on the wholesale sound.
In this way, I had to call for several days and nights, and Zhou Hang finally got all the goods that the customers wanted, and he also earned thousands of dollars. Zhou Hang later recalled: This is the first time I feel that I am going to do business.
Start your own company
But judged the mistake
26 years old debts of millions!
After doing this for more than a year, Zhou Hang felt that he had accumulated almost the same and went back to school. After graduating from college in 1994, he took all his savings, borrowed some money from relatives and friends, made up 50,000 yuan, pulled him up, and opened a company specializing in audio equipment.
In the 1990s, it was the opportunity of the whole place, and Zhouhang learned a lot of skills to sell audio in the place, so it quickly came to the fore. In the first year, the company earned 600,000 yuan!
600,000 in hand, Zhou Hang suddenly fluttered, I feel that it is too easy to make money, so I will earn 600,000 yuan, expand the store, thinking about making another profit.
However, due to excessive investment, tight capital chain, and the beginning of the downturn in the audio market, the company quickly fell into a quagmire of losses. In the first year, he earned 600,000 yuan, but after three consecutive years of losses, he not only lost 60,000 yuan he earned before, but also owed millions of foreign debts. At that time, Zhou Hang was only 26 years old!
In the most difficult time, the company was losing money every day. The rent and the water and electricity fee were not paid, and the debts were pulled by the creditors. Then they lost their smiles and begged for more time.
Under this circumstance, Zhou Hang chatted with his brother and said that he could not see any hope in this matter. It is better to close the door and forget the money. But his brother said: "I don't have any idea, but there is always a way to insist."
His brother's determination made Zhou Hang also find courage. He chose to stick his teeth and persisted. After more than a year, the audio market improved, and the company came back to life. Because most of the audio companies didn't go past, Zhou Air, who came over, suddenly It became a famous "audio king."
By the year 2000, Zhouhang’s company could earn two or three million a year. By 2003, Zhouhang had achieved financial freedom.
After that, it was the story of creating an easy-to-use car.
In order to take a taxi for an hour and a half
But it was easy to create
The driver earns 20,000 at the lowest month!
Like many people, Zhou Hang’s wish is to earn enough money at the age of 40, do nothing, and how to play if you want to play.
However, when he really made enough money and started trying to do nothing, he found that life was in emptiness.
From 2003 to 2010, for seven years, he lived in a large villa in the United States, reading, kayaking, doing what he wanted to do, but he could not find the goal of life, every day is in a very In the state of panic. The most uncomfortable time, even his mother to accompany him to see a psychiatrist.
Finally, he couldn't help it. He decided to sell the American villa, return to China to start a business, and do his own business!
After returning to China, an encounter at Shanghai Hongqiao Airport allowed him to find his life goals.
At that time, Zhou Hang came out from Hongqiao Airport, queued for rent, and waited for an hour and a half. Finally, he was told that the team was wrong.
Although angry, but Zhou Hang thought of another thing: If there is a commercial service, where to go to have their own car, do not have to spend time waiting in line for taxis, and provide quality services, there should be someone to pay!
Based on this beautiful wish, in May 2010, Zhou Hang founded the easy-to-use car, cut in from the commercial car rental, and solved the pain points of the car through the network. Later, Uber, which was famous for it, was only established three months after the birth of the easy-to-use car.
At that time, the domestic special car market was equivalent to a vacuum, and the easy-to-follow problem solved the car problem of the middle- and high-income class, and soon it was half a China. At that time, a driver who opened the magotan, the net income of one month's guarantee was 20,000 yuan!
From 2010 to 2013, Yizhi has always dominated the leading position in the domestic special car market – until the emergence of Didi, Fast and Uber.
Business competition is the battlefield
None of the use is Wen Qing
At the beginning of 2013, Yizhi was still the leader of the domestic special car market, with a market share of over 80%. However, in the first quarter of 2015, the easy-to-accumulate ratio plunged to 17.5%, and the combined user coverage of Didi was as high as possible. 80.9%; in the second quarter, the easy market share slipped to a poor 2.7%.
By October 2015, Zhou Hang could not continue to sell, and sold 70% of the shares to LeEco at a price of 700 million yuan. LeTV executive Peng Gang was appointed as the president.
Easy to President Peng Gang
Zhou Hang continued to serve as the CEO, but he was only responsible for the logistics work. In fact, he has already retired from the scenes and just served as the company's facade.
Zhou Hang, Jia Yueting, LeTV Supercar co-founder Ding Lei
In just two years, it is easy to get there. The reason for this is that you can say a lot of things: Zhou Hang’s judgment is wrong, he is unwilling to follow the money, his opponent is too strong, and he has problems with the company’s structure. .. ..
But these are the reasons for the surface. The most fundamental reason is that there is only one: the character of Zhou Hang.
A friend who was familiar with Zhou Hang’s evaluation: an idealist with a clear personality, a sentimental and very literary art. Zhou Hang self-evaluation: a businessman who has made money but is not happy.
In other words, making money is not a strong driving force for Zhou Hang to do things.
Zhou Hang’s favorite sport is kayaking. “On the lake, the scenery is very good, the wind is blowing, and the mood is also very good.†Compared with sports and competition, the competition he understands may not be worth fighting for. But the kind of people who work together.
In life, such a person is definitely a modest gentleman that everyone likes, taking into account the feelings of the other party. Hello, I am good, everyone progress together.
But in a highly competitive mall, especially in the Internet age, such a gentleman's spirit is very out of place.
Be aware that the essence of the Internet is expansion and monopoly. In the Internet age, the only business model is monopoly. If you don't do the first, you will only have to eat it.
Moreover, Zhou Hang himself is very idealized, and even a little ungrounded. In his vision, it should be like this:
Easy to get drivers are gentle and courteous, talkative and extraordinary, easy to reach users should also be China's high-income class, even if someone wants to take a taxi from Beijing to Tibet, easy to get drivers must also take orders. Yi has designed a small function. After the driver receives the order, he receives the user's preference, such as whether the passenger wants to chat with the driver and the preference for the music in the car.
To put it simply, in the eyes of Zhou Hang, the operation of a special car must meet the three conditions of high-quality cars, high-quality drivers and high-quality passengers. Such a cause is obviously not for the most people.
So later, the company's president Peng Gang had to admit: "The industry is cruel to travel, its competition method may be a bit simple and rude, that is, there is no money to burn, you must quit."
However, Zhou Wen, who is Wen Qing, does not like competition and does not like to burn money to please customers. His idealism pushed the easy step by step to death:
1, no financing, no burning
In 2013, Didi and Fast entered the taxi market successively. Among them, Didi won the $15 million Series B financing of Tencent, and quickly obtained the A round of financing from Alibaba and Jingwei Venture Capital of 10 million US dollars. Pay in to the mobile terminal and continue to pay for user subsidies.
In the first half of 2014, a total of six investment institutions found Zhou Hang, hoping to participate in a new round of financing. If all is accepted, Zhou Hang can get a total of 300 million US dollars. But he refused a bit: Is it necessary to change the equity for so much money?
Some people advised him how to subsidize users and drivers without money, how to compete with Didi and fast? Zhou Hang’s response to this is: subsidizing users is a very naive thing, and it is easy to not participate in the subsidy war.
In Zhou Guang’s eyes, long-term subsidies are neither logical nor common sense. Once the two companies start subsidizing and fighting, no one can stop.
For the drip and quick subsidies, Zhou Hang’s evaluation is “almost horrifyingâ€.
However, the result of the facts has caused Zhou Hangyi to be beaten. In the face of subsidies, users never have feelings, and there is no brand loyalty at all.
By the end of 2013, Didi occupied nearly 60% of the taxi market share, and in the first quarter of 2015, it was as high as 80.9%, and the market share at this time was -2.7%.
By 2015, the domestic private car industry has burned more than 20 billion yuan. In October 2015, LeTV's shareholding was easy to go to the previous month. It was easy for insiders to disclose that the order volume was only 20,000 at the time, which is equivalent to the same period. One-third of the daily order.
2, one person is master, not mature enough
Easy to be created by Zhou Hang himself, the company did not form a good partner system, the size of things are basically Zhou Hang alone.
A person's company, which looks very efficient, can take the company forward quickly, but the problem is, as a boss, if you do something wrong, the whole company may not climb out of the mud for a long time.
It was easy to create it for so long, and Zhou Hang admitted that he rarely had in-depth communication with others. In his subconscious mind, it is a foolish thing to ask for answers from others, "it's hard to tell," even in a very close relationship.
Wang Ming (pseudonym), a former executive who has gone from easy to resignation, commented on Zhou Hang: "Sometimes making decisions is more casual, and it is not very easy to listen to other people's opinions." Yi has bought thousands of self-operated vehicles to do bus business. In 2014, he also tried to do overseas and channel business, failing to meet expectations. Zhou Hang decided to stop the project at an internal meeting. "If you don't do it, you won't do it."
In addition, as the boss, Zhou Hang pays too much attention to detail, but ignores the overall strategic layout, sometimes making people feel difficult to get along with. For example, he once asked a colleague in charge of government relations to get an operating license within one month, otherwise he would leave immediately.
Later, it was easy to dig up a group of executives from large companies such as Amazon. However, due to the pressure of Zhou Hang, many people resigned in the near future.
3, the next effect, the employees are "Wenqing"
The boss is an idealist, full of Wenqing, and does not like competition. The employees underneath naturally have the same kind of learning.
After the acquisition of LeTV, it is easy for LeTV executives to go to work. The first reaction is: How is this company like this?
The company has only a few hundred employees, and female employees generally wear professional attire, stilettos, and delicate makeup. The company's restrooms are equipped with disposable toothbrushes, mouthwashes and combs all year round. There will be afternoon tea in the afternoon when the thunder will not move.
In contrast, Didi has already had nearly 10,000 employees, and it is based on the Ali Wolf's working mechanism, encouraging overtime, encouraging PK performance between teams, and fighting.
Therefore, Feng Quanlin, who was born in Ali, joined the chief operating officer. Zhou Hang gave him a bottle of perfume, but Feng Quanlin did not open it at all: "A man sent me a perfume to improve my taste? I understand that he means mine. The heart is at work. But if I also pursue quality, I also pursue a high quality life, I will be abolished."
4, too dependent on theory, away from reality
Zhou Hang is very fond of research economics. The office is full of books on economics and history.
In an interview with reporters, Zhou Hang’s office is a book.
He has repeatedly consulted the economist Mao Yuxi and began to study economics in depth, and even considered "I will be an economist if I don't do it easily."
It is true that theoretical knowledge helps Zhou Hang to make many correct choices, but in the Chinese-style competitive economic environment, over-reliance on theory can only lead to judgment errors:
In the face of Didi and the fast subsidy war, it is easy to refuse to fight - because Zhou Hang feels that "this does not conform to the economic law";
Ctrip founder Liang Jianzhang once suggested that Zhou Hang should push the price of the car to a minimum, and Zhou Hang refused because "this is not in line with economic laws."
In 2016, after two years, Zhou Hang was rethinking in the interview: "If it is a normal business (environment), all the practices that are easy to get are correct, but it is easy to be in an abnormal business (environment). â€
Yes, it’s easy to be in an abnormal business environment, but why can't you see other Chinese entrepreneurs see it?
It’s hard to return, and I’m leaving.
After LeEco took over, LeTV executive Peng Gang and Feng Jin, who was born in Ali, joined the easy-to-go and began the transformation of the easy.
Feng Quanlin
Under Feng Quanlin's hands, it was easy to be transformed into "unrecognizable", KPI and overtime became the key words. If Zhou Hang’s easy-to-follow style is to look up at the starry sky, then Peng Gang and Feng Quanlin’s easy access to it is a down-to-earth warrior who can fight, especially the subsidy war.
After LeTV entered the company, it was easy to start the "100% recharge cashback" activity for more than 200 days. After burning a total of 6 billion yuan, there was always a day of burning, and it was easy to miss the subsidy war. Good time, burning money has not had much effect.
With the tension of LeTV's capital chain, the days of easy access have become more and more difficult, and there is news at the beginning: the driver can't reflect, the customer can't get the car, the supplier's payment is owed, and even the bankruptcy is about to go bankrupt.
The first-ever creation of Zhou Hang, which was easy to reach, was transferred to Jia Yueting’s dead rival Lei Jun, and joined the company of Lei Jun’s company as a capital.
Conclusion
According to a report issued by the well-known consulting firm Roland Berger, by 2020, the size of China's online car market will reach 500 billion yuan, and its potential market demand will reach 1.1 trillion yuan.
But all this has nothing to do with Zhou Hang and his easy to get.
In fact, Zhou Hang is definitely the leader among entrepreneurs. Otherwise, he will not earn 20 to 30 million yuan at the age of 30 to achieve financial freedom.
But at the national level, facing the most brave, wise, and best-used entrepreneurs in China, Zhou Qing’s Wen Qing’s work in the bones still made him lose.
Easy to go to the president Peng Gang once compared the current online car market to a football game, Zhou Hang may be the pioneer of football, but previously played the regional league.
"Now the size and challenge of the car market is difficult at the World Cup level. He must also re-adjust himself. This is the ability to change."
Nowadays, many people are talking about starting a business. After reading the story of Zhou Hang, it is better to touch the conscience before starting a business. Is my character really suitable for starting a business?
In "Establishing Hardships", Ben Horowitz said: Entrepreneurs should be as sharp as an eagle, as a leopard, as a fox, as a camel, and as a snake.
We can look at some other successful entrepreneurs. Liu Qiangdong, once shouted "How come there is a Vivo store, this is our shame", and people are said to be "suffocating", but to be honest, the competition is so fierce, no wolf, no suffocation ?
And Huawei, Ren Zhengfei can scream "If I am greedy and fearful of death, how can you let you fight bravely?" In the 70s, when they were in Afghanistan, they went to Afghanistan to visit their employees. Libya also inspected the site in Libya two days before the war. .
The employees under him are also full of fighting spirit. "Two people receive the salary of three people and do things for five people."
In life, you can be Wen Qing, you can enjoy food, wine, and enjoy everything you like.
However, once you step on the mall, you must be the most ardent soldier. Even if you can't knock your opponent down, you must have the determination and fighting spirit to win the battle.
There is no smoke in this battlefield, but it is a hundred times more cruel than the battlefield. It is not welcome to enjoy the literary grace, but only for the pure men who have the courage and the will.
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