Trippical Zhou: Ma Yun redefined overtime, and Liu Qiangdong redefined his brother, but the era of squeezing the struggle has passed, and the return of the life and logic of ordinary people is a true problem that every era must face.

It is difficult to imagine that in early 2019, Liu Qiangdong and Ma Yun (see the first photos of the text) were consensus and visual China in consensus and visual China.If Jack Ma redefined overtime and visual China redefined copyright, Liu Qiangdong redefined his brother.

JD.com claims to be founded on June 18, 1998, and it should be the origin of 6bull; 18 promotions.Alibaba claims to be founded in 1999.Many of our onlookers are also witnessing Liu Qiangdong's exciting price war, listening to Teacher Ma from talking about his dreams and ruling high -tech thrive.It is undeniable that these two companies have profoundly changed China's Internet and our lives.

For the successful understanding of the two, many people are straightforwardly bought by a single single, and the metaphor of applying the war of liberation is MDash; mdash; the people pushed out with a small cart.But the perspective of the two entrepreneurs is somewhat different.Liu Qiangdong's long -term caliber was: the brothers spelled out.Ma Yun has been promoting early: 18 Luohan's team spirit has brought success.But today's trend of public opinion, the two are just an accident on the issues of brothers and teams. The people who push the small carts have a lot of dissatisfaction with the two entrepreneurs.

As a business strategic consultant, in fact, we all understand that entrepreneurs say the background and context of these two sentences. Compared with other familiar companies, there are similar and communication places.It cannot be said that Liu Qiangdong lacks sympathy, nor can he say that Ma Yun despise the rights of the team, but behind this trend of public opinion, it is still necessary to do some deeper thinking:

First of all, from the perspective of human resources, squeezing the struggle in the post -90s did not use it.

After the post -90s became the main force in the workplace, the understanding of this crowd's understanding of life and struggle has far surpassed the hard work of the post -70s and the hard work of the post -80s.Enjoy more dividends on the Internet, make them wide open and internationalized.Because of this, the 996 remarks made by Ma Yun seem to be more suitable for the struggler culture of the post -70s and post -80s.

The changes in this young people's values are actually common in the world. After the World War II in Germany, a group of women sold money on the ruins of the war to sell money.It affected the next generation of young people, and they were also very hard -working, so the achievements of West Germany in the 1970s and 1980s were created by these people.But after several generations, most of the young people in Europe are currently new Hippie style. They are tune, love social, like to explore, and balance their lives.Including the United States and Japan, most of the post -90s post -90s use Huairou's communication and catering, and the institutional arrangements like the juicer in the past and the incentives of chicken blood are no longer used.

In the final analysis, after the Chinese company has experienced labor dividends and intellectual dividends, with the changes of young people, this dividend has basically disappeared. We are destined to go to the normal state of the balance of employees in Western enterprises, rely on technological frontier innovation to lead the industry.Relying on the quality of work rather than the time to win, there will be no companies in the field of entrepreneurship.Even though many companies still want to continue to inspire the enthusiasm of the struggle through public opinion and system, the objective high -intensity competition has been squeezed out, and further high -pressure policy maintains it is just superficial loyalty.Only by liberating people's inspirational productivity can they create incremental competitiveness. No one can change this historical trend.

Secondly, from the perspective of the organization, the incompetence of labor and management after the retreat of the incompetence of the difference will become the core conflict of the organization.

We look at this point in two aspects. First, the fundamental reason why China's current successful entrepreneurs have been widely praised is that everyone is competing in a fair and peaceful environment after everyone is reform and opening up. They are everyoneThe recognized winner.The times gave these hard -working people's halo, and waves of opportunities made them respect and concerned like tide.However, the moral foundation of this era should be said to be close to the end of this time. After the saturated competition of the business environment, there has been a stable pattern.CIT of.From this point of view, equal thinking has been broken, and then the ordinary people's views on entrepreneurs have also changed subtle changes.Many entrepreneurs still can't feel it. They should also feel that society should respect their success, feel that they have made significant contributions to society, but ignore the confrontation of this class that is breeding.

Second, from the past labor and intelligence, it has gradually developed to a relatively shortage.In particular, the difficulty of recruiting high -quality workers in labor -intensive industries has increased, not only high costs, but also the post -90s generation is not willing to do simple and boring work.Complaining that the programmer of 996 is actually a high -tech industry line worker with intelligence and professionalism. They also have similar worldview cognition.It can be foreseeable that in the next 10 years, production line workers, high intelligence programmers, and service individual entrepreneurs should all tend to be short -short. Even if the development of artificial intelligence in AI can replace the labor of many people, it may be from the perspective of young people itself.They may abandon these simple labor that do not have the future before the machine replacement.Both characteristics will cause fierce conflict due to lack of consistency in the values of entrepreneurs and young people.

Finally, from the perspective of public relations, successful enterprises and entrepreneurs need to respect the moral ethics of the public.

It should be said that JD.com's crisis public relations have committed a common sense and common fatal error, that is, extremely confident entrepreneurs want to define social ethics by defining.The brothers that the people understand have nothing to do with their efforts, and they need to be cared for when they can't do it.In this experience, the construction of interpersonal relationships in Chinese culture is actually an anti -risk -proof investment similar to Western social insurance purposes.At the beginning, everyone started a business with Liu Qiangdong, and trusted Jingdong to some extent that this kind of brother culture would give themselves a sense of security.Then even from the perspective of business operations, we have to lay off for layoffs. This culture that has been established before should be respected and continued, and it cannot be applied to modifying, turning the face through a definition.

Many years ago, during the United States in the United States in the United States, we have also done layoff projects to fully prepare for communication content and set a communication plan that spans for several months.Compensation should also do public opinion and guidance.The attitude of Liu Qiangdong not only lacks professionalism, but can already be regarded as arrogant and rude, but also deeply damaged the aggressiveness of ordinary people, and it can't help but make people feel the feeling of unloading and killing donkeys.At this time, even if it has all reasonable procedure justice, public opinion cannot accept it.And Ma Yun's external communication has always been known for its sharpness and straightforward. This time the so -called 996 is the biggest problem with the greatest point of blessing from the perspective of public relations. The high posture has pushed himself to the ranks of a vested interest class.The brand image of grassroots entrepreneurs has a great blow, and many people have some disgust.

In summary, I tried to make a summary: Liu Qiangdong and Ma Yun seem to be highly consistent in the thunderbolt and fierce play in organizational management.Alternative war.But they have to face an era of Internet innovation that belongs to the post -90s and even post -00s. If they have been fighting before they are based on the logic of commercial interests, the opportunity to fight in the era of tide. Now this war is about values.About people's hearts.Since the main labor of societyThe values of the group have changed, and 100 Ma Yun and 100 Liu Qiangdong cannot reverse the aesthetics of young people.

The era of squeezing the struggle has passed, and the return of the life and logic of ordinary people is a true problem that every era must face.If entrepreneurs now lack these in -depth thinking and empathy, do you think they can win and organize inertia?Perhaps the enemies of the big guys are not lazy at all, but the hope of dreaming of a posture.

(Author introduction: Well -known business strategic experts focus on practical research and original business theoretical research to help many global leading companies at home and abroad solve strategic challenges. This column focuses on the research on the effective growth path of the world's leading companies and present professional strategic insight. Reader WeChat:zhouzhanggui000. This article only represents the author's point of view. Responsible editor email: [email protected])