20 15 has always been regarded as the first year of entrepreneurship by the public. In this year, every entrepreneur from the country to the bottom is actively participating in entrepreneurial innovation activities, hoping to make achievements in their own fields. Do not forget your initiative mind, don't waste this life.

So, what changes have taken place in the entrepreneurial environment of 20 16? Where are the opportunities for entrepreneurs? Where is the fresh air outlet?

In order to let people better understand the new environment, let's look at a case first.

Decline of Procter & Gamble: Procter & Gamble's sales continued to drop sharply.

Procter & Gamble (P & amp； G) It is a leading enterprise of consumer goods brands and Buffett's long-term holding company, which has maintained steady growth for decades. In addition to good enterprise management, it also benefits from the "two-channel positive cycle" of advertising and sales. See the figure below:

In this mode, leading consumer brands occupy two scarce resources: advertising channels and retailers' quality shelves. Only big brands can afford prime-time TV advertisements. In order to pursue single-store efficiency, retailers can only leave high-quality shelf resources to the public-oriented brands with the strongest "traffic conversion" ability. In the past decades, manufacturers like Procter & Gamble have been "holding their ground" in this way, preventing the development of competitors.

So, what caused the decline of P&G? The most important reason is that the two scarce "channel" resources mentioned above have changed dramatically in the past few years.

First of all, with the increase of e-commerce penetration, "limited shelves" have been greatly reduced. A location on the same page can display different products for different visitors, and you can also use search to achieve "unlimited extension". Secondly, the communication ability of vertical brands has improved. In the past, a small brand could not afford mainstream TV advertisements, but now Internet media can be purchased on demand and accurately.

In addition, the decentralization of information dissemination has weakened the effect of "hard advertising" as a whole. These changes enable the brands positioned in the vertical crowd to finally reach and deliver consumers effectively, and at the same time weaken the advantages of "mass brands" in media and sales channels.

Enlightenment to entrepreneurs:

In the era of vertical brands, the first step is to find enough potential vertical people and deeply understand their needs.

Social media and the spread of the new era and the operation of emerging retail channels are new things that traditional brands still don't understand, and they are also your weapons.

But in the final analysis, brand building still depends on really good products and users' reputation.

Many ambitious young people hope to succeed in their careers by starting their own businesses, but after all, there are only a few successful entrepreneurs. Every year, at least 50% of newly established enterprises close down within half a year. The main reason for the closure is that they have not mastered the basic rules of starting a business. Since the age of 25, the author has accumulated a lot of entrepreneurial experience in the past ten years. I often think that if I can learn more from the successful experience of my predecessors at the beginning of my business, I may have greater achievements than today.

? I teamed up with a group of big cows on the Internet to form an entrepreneurial learning group, with the second dance in front, 1 13 in the middle and 587 behind. Provide free courses for entrepreneurs who study entrepreneurship. If you don't study, don't add.

20 16 challenges and opportunities for starting a business

1. The start-up bonus period of the tertiary industry in internet plus has ended.

It is not difficult to guess that most of the entrepreneurs in 15 are post-80s and post-90s people, and these two types of people are mostly concentrated in the tertiary industry, and their models, products or services are seriously homogenized. In the early days, they only relied on burning money subsidies to acquire new users and maintain users. After the subsidy ended, 1-2 companies survived. Basically, they have done better in every field in the B or C round, and in a short time, they have basically done it.

2. Traditional enterprises are about to start a real transformation.

For traditional enterprises, 15 is basically in a wait-and-see period and there is no real revolution. Traditional enterprises were more rational, calm and pragmatic than entrepreneurs at that time, because they had established enterprises and mastered certain entrepreneurial paths and methods, but they were caught off guard by the technology and equipment of commodity trading and circulation in the Internet era. 15 internet plus, there are too many entrepreneurial projects in traditional industries, how can they stand out? 1. They will sit quietly and watch tigers fight, minimizing the energy of early competitors and avoiding the alliance's counterattack. 2. Entrepreneurs have found a successful path and verified the market demand, which is also in line with their rational and calm label, so it is relatively difficult to start a business in 16.

There will be two phenomena in the transformation of traditional enterprises next year:

1. At present, traditional industries in internet plus will shop with traditional enterprises.

Next year, there may be a big wave of manufacturing industries participating in the transformation of traditional enterprises, and the Internet will enter production factories and workshops.

For example, at present, a grinder in the workshop produces 65,438+000 pieces per hour. If the accuracy and speed are improved through the intelligence of the Internet, the production efficiency will be improved. Moreover, the abrasive tools produced need iterative optimization.

Entrepreneurial direction 20 16

So what entrepreneurial projects are waiting for you on 20 16? What entrepreneurial projects can you get business opportunities from? Now I'll give you some entrepreneurial directions.

Entrepreneurial direction: private rental is better than cash cow.

? According to the data of Fangshang Leasing Network, the largest leasing network in Shanghai, the monthly transaction volume of housing leasing in Shanghai has reached hundreds of billions. In recent years, the area of rented housing has exceeded 5 million square meters, and there are countless unregistered leaseholds actually traded, and the number of renters has exceeded 6.5438+0.5 million. Beijing's housing rental market is bigger. According to statistics, there are 8,600 square meters of public houses and 3 million square meters of private houses in Beijing. In addition, there are large-scale rental houses, such as illegal buildings and unlicensed houses, which are not counted. At present, China's urban population has exceeded 350 million. Assuming an average of five people per household, there are 70 million urban residents. If calculated by 9%, the total number of renters is as high as 6.6 million.

Entrepreneurial direction: massage company, "Chaoyang" service.

Feng Xiaomei, from Qingshan, Wuhan, first worked in a sauna center, trained for 1 month, and then went to work. Thanks to his flexible and powerful hands, he soon became a masseur, and customers rushed to make appointments. Later, she used her lunch break to provide fast and effective health massage for white-collar workers who had been sitting in the office building for a long time with sore waist and neck, and charged 20 yuan every 15 minutes. This price should be acceptable to white-collar workers. Later, there were more regular customers, some of whom could make appointments in the afternoon or at other times, and they earned more and more money. Later, she set up a white-collar massage company, which has begun to take shape.

Entrepreneurial direction: modern agriculture

Accelerate agricultural modernization, adhere to the orientation of "agriculture, countryside and farmers", accelerate the transformation of agricultural development mode, and realize stronger agriculture, richer farmers and more beautiful countryside. Accelerate the research and development, popularization and application of new technologies, new varieties and new agricultural machinery. Guide farmers to aim at the market to adjust the planting and breeding structure, support the processing of agricultural products, especially the local transformation of grain in the main producing areas, and carry out pilot projects to change grain crops into feed crops.

When agricultural modernization has been called for for several years, this year seems to be a good opportunity, including new agricultural technologies and fresh e-commerce. In particular, fresh e-commerce not only meets the requirements of Internet-driven sales, but also promotes agricultural modernization.

Entrepreneurial direction: education and training

Comprehensively promote the construction of modern vocational education system. Guide some local undergraduate colleges and universities to change to application, strengthen special education, preschool education, continuing education and all kinds of education in ethnic areas, and promote the healthy development of private education.

Education, especially online education, has been the focus of capital pursuit in recent two years. Without a good vocational education system, it is not conducive to encouraging entrepreneurship and agricultural modernization. However, this is not good for those training courses such as Olympic mathematics, but it is good news for the film and television and art training market.

Entrepreneurial direction: service industry

It is necessary to deepen the reform and opening up of the service industry, implement fiscal, taxation, land, price and other support policies and paid vacations, and vigorously develop productive service industries such as tourism, health, medical care, old-age care and creative design.

The proportion of service industry in China's economy is still low, and vigorously promoting service industry is mentioned again. There should be many opportunities in tourism industry, health care industry and entrepreneurial design. In addition, the internetization of service industry and O2O can also give birth to some entrepreneurial opportunities.

For those who visit this industry.

Many things in the world can be done as long as you want, and the difficulties you should overcome can also be overcome. You don't need any iron will, let alone any skill or strategy. As long as one lives a simple and interesting life, you will eventually find that the creator's arrangement for the world is natural.

Our stress usually comes not from really heavy work, but from our lack of decompression ability. Lack of decompression ability is mostly due to distrust of others and boastful perfectionism.

A distant plan that is not difficult to implement means that you don't want to implement it. There will be many tomorrows. People always like to say "I want to …" but never put it into action. It seems that they think they have the ability to live forever and have an infinite future.

I hear people in their twenties and thirties say everywhere, "When I retire, I must …" After the word "I must", it may be to buy a field, learn painting, learn pottery, practice calligraphy or take short trips … According to my statistics, by saving time spent on mobile phones, 80% of them are things he can do now.

You may think that a part-time job is to make money. In fact, work is the biggest and stupidest investment. What is the most precious thing in life? What is more precious than our youth? ! Many people complain that they are poor, that they have no money and that they can't find funds to do business. How ridiculous! In fact, you yourself.

It is a golden hill (intangible asset), but you dare not admit it. I would rather bury it than use it. I would rather be wronged to help others and give your assets to your boss.

Think about it, who will give you a lot of money when you are born? Who is fully and perfectly prepared before starting a business? After all, few people were born with golden spoons, but three generations were rich, and many great achievements were created by ordinary people.

Plans can't keep up with changes, especially in this era of highly rapid information dissemination! I once asked a friend of mine why he didn't go to work. His answer is: "If you say something offensive, going out to work is simply a stupid waste of youth!" " "Why have you always been a wage earner?

Because you are content with the status quo! Because you have no courage, you are born timid and dare not choose another road! Because you don't have the courage to go forward and the spirit of surpassing yourself! Although you wanted to change your life and your poor fate, you didn't do it because you didn't dare! You are afraid of losing, you are afraid of losing to poverty! In the end, you can't even think about it. You think you've worked hard and struggled hard. You were ambitious, and as a result, you achieved your expected achievements and gave up. You can only be a working class.

Why have you always been a wage earner? Because you go with the flow, those who are close to the ink are black, do not make progress, do not pay money, and die for face! Because you are afraid of your parents, you listen to your relatives, you have no opinion, and you dare not make a decision alone. You have traditional ideas, you just want to work to earn some money, get married and have children,

And then go through life and death, just like your parents. Because you are naturally fragile and unresponsive, you just want to finish the work step by step. Because you want to do business without capital, you want to sit at home and wait for the sky to fall! Because you complained?

When the opportunity comes, you can't catch it, because you can't! Because you are poor, you feel inferior! You chickened out, you dare not do anything! You only work for others!

You have no special skills, you just need to use brute force! You are just like your parents, a vicious circle! Therefore, you will always be a wage earner who has been working!

Many people want to seize the opportunity, but when they want to do something, they often find many reasons for themselves to keep themselves contradictory! Waste time constantly, waste time. For example:

1, I have no eloquence-Wrong: No one is born good at talking, and it is impossible for a master speaker on the stage to speak at once. That's the result of countless drills behind them! You are good at cursing and complaining.

Sometimes I am good at it, but this eloquence is worthless. When watching others argue, my mind is full of comments, but I don't know how to reflect on myself. If you practice hard, do you still say that you have no eloquence today?

2. I don't have money-Wrong: It's not that I don't have money, but that I don't have a mind to make money. Have you worked for several years without money? Yes, but it has been spent. Spend it on things that have no return on investment. Spending on eating, drinking and having fun or saving has depreciated, the value has not been maximized, and money can't make ends meet. Every month, I am a moonlight clan, and I have no foresight. Every day, I am a monk and hit a bell, muddling along.

3. I don't have the ability-Wrong: If you don't give yourself a chance to exercise, who will have the ability at birth? Become a social elite after graduation? Success as soon as you start a business? When others study hard, accumulate hard and find ways hard,

You will get tired of doing nothing every day. After learning something, I feel boring. After reading a few pages, I don't want to read it, telling myself and others that I am not interested in learning. Then I spent most of my life doing nothing and complaining about God.

Give it a chance. Ability is hard to come by. If you don't work hard to have the ability, a genius will become a fool. But if you work hard, no matter how stupid you are, you can become an elite.

4, I don't have time-wrong: a lot of time, but a lot of waste! Others are full, you are watching TV, others are studying hard, and you are playing games to entertain yourself. In short, time means feeling a lot, and you are getting bored. When others make money, they envy others, but they don't learn from others. They seize the time to create value and are ignorant all day.

5. I'm not in the mood-Wrong: play when I'm in a good mood, drink at home when I'm in a bad mood, go shopping when I'm in a good mood, play games when I'm in a bad mood, enjoy when I'm in a good mood, and sleep when I'm in a bad mood. Good mood is the same, but I just don't do business.

6. I'm not interested-Wrong: What is interest? Everyone is interested in eating, drinking and having fun. Without achievement, there is no fun! Enjoy life without money! What are your interests? Is to go back to the moonlight clan and go out to sing karaoke.

My wallet is empty, and when I go out to do a lot of shopping, I feel miserable ... are you interested in work? Are you interested in crowded buses? Are you interested in signing in and punching in at work? I need a lot of money at home. Are you interested? borrowed

No money. Interested? People who sell rat poison are interested in rat poison ...?

7, I think about it-wrong: think about it, this matter may become, don't do it, I don't want to! I don't want to go to work all day, so let's start tomorrow! On second thought, forget it, this money is not easy to earn! No, no, it's not easy to earn money by working, so you can't give up the opportunity! Oh, it's getting dark, let's talk about it tomorrow! Then the next day,

Because of the above point 12345, because of thinking and thinking, we finally can't decide. Hesitant, delayed a lot of time, still nothing.

There is a saying: "Poor people must have something hateful!" It's not that you don't have opportunities in your life, but that you don't strive for and seize opportunities! Too many excuses, too many reasons! Those who strive hard will try their best to fight for it, and they will try their best without spending a penny! Those who don't fight for it can't move, can't make a fortune, and may be defeated. This is the lack of mobility!