The Story of Celebrity Entrepreneurship Failure (I): Business Crisis in Yu Jiawen
The crisis facing Yu Jiawen mainly comes from Internet industry and investment circle. Investors and potential investors, including VC and PE, should have the greatest impact on this crisis. If the crisis is left unchecked, it is likely to cause: 1, personal reputation bankruptcy, and 2, Internet reputation bankruptcy. 3. Bankruptcy of financing reputation.
In the face of the crisis that may affect the life and death of the brand, it is really an essential public relations action to write a good public relations draft to restore public influence.
However, after returning to his identity as an entrepreneur, he was labeled as a post-90 s entrepreneur and set as an example and brother by more post-90 s entrepreneurs behind him. Can his every move, every word and deed really deserve his proper status? Is this kind of free communication affordable and really beneficial?
Yu Jiawen said: "Everyone who knows my Yu Jiawen knows that I dare to say anything, because I think I have a team that can realize my dreams. They are all ordinary people."
The reason why Yu Jiawen and Super Curriculum are caught in this crisis of confidence is fundamentally the rebound caused by Yu Jiawen's personal conduct. The focus of public opinion has always been the Yoga Yu literati rather than the super curriculum team.
But the public didn't understand why Yu Jiawen went on to say, "I personally want to show you some internal information, but to be honest, my investors will think it is against the rules." The public doesn't know what this rule means. The public never knew that the money of these "smart people" shaped this typical image of Yu Jiawen.
It doesn't matter if you don't understand.
After drinking enough chicken soup for the soul and full of "positive energy" brought by hormones and adrenaline, what can I do even if I don't understand a sentence or two?
Emotion is enough.
Yu Jiawen is more sought after by the media, so we must start with the media to analyze the reasons behind it. With the help of two CCTV programs, we once again feel the power of CCTV's "Everybody Say" program group. With the help of the story telling of mature characters' true feelings, the effect that may not be achieved may be stirred up by a young post-90 s.
Yu Jiawen's action is a typical representative of the behavior of speculative entrepreneurs. Being young and fearless and pursuing wealth maximization are important means to realize the value of life, and also the objective demand to realize its short-term value. Close to the internal setting of never giving up like a moth, it is natural for such a move to happen.
On the other hand, the CEO's course information is general, the rumor of profitability is also very poor, and the actual estimate is not so good. He only increased his popularity through mouth-gun and hype, and his words and deeds made people very uncomfortable. No matter what program he was on and asked about dry goods, he never shared any insights except making up stories when he was young. How can he be liked?
Many people compared Ma Yun and Yu Jiawen and made a mistake.
They said that Ma Yun was an outspoken critic at that time, and Yu Jiawen might succeed in the future. He may be Ma Yun in those days. This sentence is totally illogical, because even if Yu Jiawen succeeds in the future, he cannot rewrite the fact that he did something wrong today.
Think about it, he said on the stage that he would drive a Porsche to buy a sports car and directly told the guests that I have more money than you. When the audience saw the product and pulled their pants, they found that it was all fiction. What effect will this have?
Oh, you can pretend like this. After the fake, you can show off with others in a Porsche, or you can be a person who looks awesome in fall in price.
Isn't this bad enough? Or is it because the world has gone from bad to worse and has reached such a insensitive stage?
At least as far as I know, Ma Yun only gave business expectations. He didn't bring such negative influence from behavior and marketing means. There is an essential difference between the two. Please consider it carefully.
Finally, please note that "right or wrong" is not the same as "strength"
An enterprise can't say that it uses vulgar marketing just because its planning ability is limited. A person can't commit a crime just because he is poor, and then rely on society, let alone make a mistake just because he is a winner or a loser one day.
Article 2: Long-distance running champion Ai Dongmei failed to start a business.
The life of former national long-distance running champion Ai Dongmei always seems to be accompanied by problems. After experiencing the twists and turns of asking the coach for salary and selling medals to survive, she finally encountered new difficulties when opening a clothing store in a shopping mall in Tongzhou. Yesterday, Ai Dongmei said that because of the difficulty in starting a business, her clothing store may not be able to open any more.
Operating the pavement only earned 1 ,000 yuan a month.
In fact, since opening the store in 2007, Ai Dongmei's business has been very deserted. Fortunately, the mall exempted her from the rent for two years, and the supplier also gave her a lot of concessions to barely maintain it. Ai Dongmei has opened a shop for a year and a half, but her income is not much. "In this one and a half years, I can earn 1000 yuan a month on average. The best time is the month when the Olympic Games will be held. There is more than 20,000 flowing water, but it is pitiful at ordinary times. "
But now the shopping mall where Ai Dongmei is located needs to be renovated. "The mall will let all the merchants move out before March 20th. After the renovation is completed, my rent will no longer be exempted. I am facing re-employment. " Ai Dongmei said, "Now, I just hope to have a shopping mall to provide some preferential policies for retired athletes with difficulties like her."
In order to save money, Ai Dongmei gave up going home for the New Year.
What makes Ai Dongmei a little gratified is that in the summer of 2008, her daughter went to a kindergarten in Tongzhou. This kindergarten gives special care to Ai Dongmei and exempts her tuition. However, Ai Dongmei admits that she still wants to earn more money, hoping to afford her children to go to school in Beijing.
At present, Ai Dongmei's family still lives in a community in Tongzhou District. The house is shared with others, and the monthly rent is more than 500 yuan. Although the money is not much, it is unbearable for Ai Dongmei and his wife who are about to lose their jobs. In order to save some money, Ai Dongmei gave up the plan to return to her hometown in Northeast China for the New Year this year. "The train ticket is too expensive, and it will take many days to go back and forth. I decided to spend the New Year in Beijing. " Ai Dongmei said helplessly.