Foresight is the ability to anticipate a social situation (including policies, social trends, etc.) from a broader perspective; from a smaller perspective, it is the ability to anticipate the development of an industry.
Of course, this foresight must be built on the facts of the status quo on the basis of correct knowledge and understanding, "sand on the water" and "paper" type of foresight, will only bring misleading planning.
If you have such a foresight, you will be able to see the development trend that others have not yet seen, and you can plan news events in line with this trend ahead of others.
It should be noted that the principle of foresight is different from the principle of timing in the previous section. The difference between the two is mainly reflected in the public's understanding of the social context of the different: when a news event occurs, the public has a very good understanding of the relevant social background and development trends, the news in a sense only played a "proof" of public awareness of the role of this is in line with the principle of timing; and when a news event occurs, the public's understanding of the relevant social background and development trends. When a news event occurs, the public's understanding of the relevant social background and development trends is still very vague, the news plays a role in "guiding" public awareness, which is in line with the principle of foresight
The following two cases to illustrate.
The case of "private" swallowed "public", the Shanghai Bund auction legend
October 15, 1992 afternoon, the Shanghai Mall Theater in Shanghai was packed. A large banner reading "Auction of Small State-owned Collective Enterprises in Huangpu District, Shanghai" indicated what was going to happen here.
At 2:45 p.m., the auction began.
"The first one, Chuannan Oil Sauce Store, has a floor area of 15.1 square meters and a starting price of 50,000 yuan." As soon as the main auctioneer's voice fell, the bidding cards rose and fell:
"55,000 yuan, 60,000 yuan, 70,000 yuan, 80,000 yuan ......"
"208,000 yuan," the 89th The person bidding on the license plate shouted out, attracting all eyes at the meeting.
"Two hundred and eight thousand ......," "Two hundred and eight thousand ......," "Two hundred and eighty thousand ......", the auctioneer repeated the number, yet the room was silent.
"Dang!" The hammer sealed the deal, "Sold."
The second Punan Oil and Sauce store, with a starting price of 80,000, began bidding and the competition became even more intense, after 37 rounds of competition, the final bidder was again No. 89, "238,000", and captured the second one.
The 89th card is held by Chen Jinyi, a private entrepreneur from Zhejiang province.
Chen Jinyi is Tonglu County, Hangzhou, after graduating from high school, out of the small mountain villages dry lacquer maker, started operating in 1986, the bee industry, because he is well run, the rapid growth of capital accumulation, has invested more than 10 million yuan in Guangzhou, Hangzhou, set up four enterprises, and catering in Hangzhou, real estate investment, but also involved in securities trading. At that time, people were still in the "planned economy" and "market economy" debate, Chen Jinyi has held high the "private" flag, swimming in the sea of the market.
After the completion of the original capital accumulation, Chen Jinyi has been looking for a new opportunity to produce a sensational effect. It was then that he learned that seven small, poorly run stores in Shanghai were to be auctioned off -- the first time since the founding of the country that a state-owned collective commercial enterprise had been sold to the private sector.
Chen Jinyi and his think tanks immediately realized that this was a once-in-a-lifetime opportunity: the 14th Party Congress was being held at the time, and for the first time, the target model for establishing a socialist market economy was clearly stated. Combining the basic socialist system with the market economy and establishing a socialist market economy system was a great initiative of our Party, and if private enterprises could buy state-owned stores, it was a living embodiment of the market economy system. What's more, the auction of these stores will be conducive to enterprises to establish a firm foothold in Shanghai, China's largest market. After thorough analysis, Chen Jinyi made up his mind: "We should eat in the auctioned stores at any cost. If 1 million dollars to take down the best, if there is a very strong rival, even if the cost of 3 million dollars, but also ate."
At the auction site, Chen Jinyi again and again to raise the cards, beat the presence of more than 50 Shanghai bosses, and finally at a cost of 1.451 million yuan in exchange for a total area of only 112.35 square meters of the six stores, one of the stores per square meter of the price exceeded 30,000 yuan, which at the time was an unimaginable sky-high price.
As the first time in new China that an enterprise was transferred from "public" to "private" in the form of a public auction, and as a concrete practice of the theory of socialist market economy put forward by the 14th National People's Congress, the auction attracted strong attention from the media. In the successive auction of six stores, Chen Jinyi became a celebrity, Xinhua News Agency, People's Daily, Wen Wei Po, Hong Kong Wen Wei Po, Jiefang Daily, Xinmin Evening News, Zhejiang Daily, Zhejiang Television and other heavyweight media are prominently featured in a large area of the report, with headlines such as: "Zhejiang out of all the limelight, Shanghai, the people's bag short of breath," "he stirred up the Shanghai Bund," "the new tycoon from the back of the curtain to the forefront", "Shanghai Bund Auction Legend", "Shanghai Bund Auction Legend" and "The Shanghai Bund", as well as "the new tycoon from the back to the front". Shanghai Bund Bidding Legend" and "What 1.45 Million Bought".
At that time, some people had asked whether the huge sum of 1.45 million yuan to buy six small stores is too much of a loss, Chen Jinyi replied: "This money I think it is worth it, through the auction, and now not only Shanghai, but also the whole country knows our strength, the value of this advertising effect, not the three to five million dollars in advertising costs can be reached. In this sense, we have earned our money back."
After the press chased Chen Jinyi for a while, the theoretical world also began to pay attention to Chen Jinyi, and two "Chen Jinyi Phenomenon Theoretical Seminars" were held in Hangzhou and Beijing, where Yu Guangyuan, Dong Fureng, Wu Jinglian, Li Yining, and other famous experts affirmed the "Chen Jinyi Phenomenon". Chen Jinyi's phenomenon was recognized by Yu Guangyuan, Dong FuReng, Wu Jinglian, Li Yining and other famous experts, which made Chen Jinyi become a star among Chinese private entrepreneurs.
Taking advantage of the great popularity gained from this event, the Zhejiang Jinyi Group, founded by Chen Jinyi, developed rapidly, and by 2002, its total assets had reached 800 million yuan, making it one of the top 500 private enterprises in China.
Case study:
The first person to eat crabs is to have the courage. In 1992, the last name "public" last name "private" is still a very serious issue, many people do not dare to touch. But Chen Jinyi, through the 14th National Congress being held, keenly foresaw China's trend, and boldly became China's first "private" to swallow "public" crab eaters, and thus gained great success.
If this incident had happened a year earlier, the media would not have dared to report it because the 14th National Congress had not yet been held and the theory of the socialist market economic system had not yet been established, and Chen Jinyi might have been cut off as a capitalist tail if he had reported it. And if it happens too late after the 14th National Congress, then it is not new, the media will surely find a similar "spokesman" soon after the 14th National Congress, and then the discussion may be about the "Wang Jinyi Phenomenon", "Li Jinyi Phenomenon", and there will be no Chen Jinyi Phenomenon. The first time I saw this was when I was in the middle of the night.
Chen Jinyi's success relies on a large part of his ability to grasp the big picture, a keen insight, which is what this book calls foresight.
The case of "Ten Points of Profit", the Golden Dragon kills its way out
August 19, 1994, Zhejiang's Qianjiang Evening News prominently featured a report on "Ten Points of Profit", which was quoted as saying. "Trying a new way of retail distribution, disclosing the distribution price of more than 1,000 commodities", and the main headline was "Jinlong Commercial Mansion Becomes the First "Ten-Point Profit" Shopping Mall". The report said, "Hangzhou Golden Dragon Commercial Mansion tries a new way of retail distribution, and from today onwards discloses the purchase price of more than 1,000 commodities, and will control the gross profit rate at 10% or less, becoming the first '10-point profit' mall in Hangzhou." This report also added a special editor's note to draw readers' attention. On the same day, other mainstream media in Hangzhou also reported on Jinlong Commercial Building's "10-point profit".
The so-called "ten-point profit" is that the Golden Dragon Mall will be the mall's more than 1,000 kinds of commodities, in the "ten-point profit" under the premise of determining the retail price. That is, from the manufacturers directly into the goods to manufacturers of tax-inclusive invoice price as a base point, from outside the enterprise wholesale unit price into the goods to wholesale unit price of tax-inclusive invoice price as a base point, on the basis of the above additional 10% gross profit margin to determine the retail price, and will be written in the form of labeling these prices, all open to consumers.
This retailing method could be considered "revolutionary" in 1994. Because at that time, China's commercial enterprises were still accustomed to lying in the cradle of high profits to sleep, never thought someone would be such a bold and open way to wake them up from the dream of high profits.
So when Jinlong Mansion's "Ten Points of Profit" was launched, it immediately drew a warm response from consumers. Originally located in a corner of Hangzhou Wulin Square, was surrounded by the Hangzhou Department Store, Hangzhou Mansion Shopping Center, International Mansion Shopping Center and the new Tianlong Commercial Building and other large shopping malls, "obliterated" and the door of the Jinlong Commercial Building, all of a sudden become full of customers, shoulder to shoulder, and became Hangzhou city's most "busy! "shopping malls.
And more enthusiastic than the consumer response is the media, from the Golden Dragon Commercial Building began to implement the "ten points of profit" began, the country from the central to the local media to put great enthusiasm, a large-scale tracking analysis report.
The media's reports set off a wave of discussion and imitation of "10-point profit" in the country. At that time, a large number of people from all over the country came to "visit and learn from the experience", due to the number of people is really too much, has made the Golden Dragon commercial building a little overburdened.
"Ten points of profit" in the publicity of the sensation at the same time, but also to the Golden Dragon commercial building has brought good economic benefits. 2 months later, "Economic Daily News" has helped to calculate an account: the Golden Dragon commercial building was opened on February 5, 1994, to the August 20 to engage in the "ten points of profit" before the total turnover. " before, the total turnover of only 11.4 million yuan, daily sales are usually only 40,000 or 50,000 yuan, 6 months down, the commercial building loss of 489,000 yuan. And in the "ten points of profit" after a hit, in September after tax turnover of up to 8.46 million yuan, an average of 280,000 yuan a day, a day top of the original 5 days, and reversed the loss of the month, a net profit of 150,000 yuan. And the Golden Dragon commercial building from a small shopping mall in Hangzhou, into a nationally recognized shopping mall, which is to spend how many thousands of dollars in advertising can not be changed.
Jinlong's success has led to the emergence of many "10-point profit" malls across the country, with local department stores in Hangzhou, such as Nanyuan Department Store and Shengshida Mall, even sporting the "8-point profit" banner.
Case study:
As we all know, for daily newspapers, the day's newspaper in the early hours of the morning has opened printing, so the daytime news can only be published in the next day. However, the news of "Ten Points Profit" launched by Jinlong Commercial Mansion was reported by major newspapers in Hangzhou on the same day in a "timely" manner. From this point it is easy to see that this is an obvious enterprise and media "linkage", is a carefully planned.
This planning can be said to be quite subtle, the key is that the planners have a strong foresight, keen to grasp the development of China's business trends - at that time it was the domestic business situation from the seller's market to the buyer's market on the eve of the change. At this time, who can instantly react to the changes that are taking place, in other competitors have not yet "woken up" when it is the first to launch a business strategy to adapt to, of course, can take advantage of the first opportunity to become a big winner in the market.
Many experts in the business world have a high opinion of the "10-point profit" of Golden Dragon Commercial Building, and they think that the "10-point profit" can even be said to announce the arrival of China's "micro-profit era" in a certain sense. The arrival of the "micro-profit era" in China. Some media have expressed the view that "Ten-point profit of Golden Dragon Commercial Building has become an important watershed in the history of China's commercial development." "The second stage of China's commercial low-priced bidding emerged in 1994 in Hangzhou Golden Dragon Commercial Mansion, which introduced the ten-point profit sales method, causing a sensation in the national business community, thus triggering a 'wave of parity' in China's retail industry."
Planning, mainly by people. The general manager of Hangzhou Golden Dragon Commercial Building Yan A Long is a strong man in Hangzhou business, after taking office not only to a serious loss of Hangzhou Daily-use Commodity Corporation out of the predicament (Golden Dragon Commercial Building is a wholesale and retail window of Hangzhou Daily-use Commodity Corporation), but also "Hangzhou Xiaobai" has developed into a strong strength of the Golden Dragon Group. At that time, the executive deputy general manager of the Golden Dragon commercial building Yu Guomin previously worked in the publicity section of the head office, good at figuring out news ideas, but also know how to "use" the media. Therefore, the success of this plan is not difficult to understand.