Why is it said that 24 years of business is more difficult?
At present, in China, the market share of various industries, the consumption power and income of different strata, and even the wealth of the entire society are showing an obvious "K-shaped differentiation" trend. Speaking of consumption alone, the consumption behavior of the entire market, on the basis of the original, is more serious "polarization": the spire group will choose more high-end brand goods and services, and the "waist and below" people will be forced to survive the reality and will choose more cost-effective products.
The various goods and services of the original "intermediate consumption stall" were also the main profits of various industries during the previous period of economic growth, and there was a huge vacancy; And the real high-end part, ordinary enterprises and ordinary individuals are not able to reach; The more "sinking" part, the average profit is bound to be very low.
This is the direct reason why "business is hard to do":
The fundamental reason is that in the previous stage of continuous growth of the total economy, the core business model of "debt-driven scale and aggregate" completely failed with the "black swan event" - the three-year epidemic - caused by the "whole society" cash flow rupture. And the transmission impact of this collapse is still deeply spreading in various industries and market activities.
The representative industries are real estate and the Internet. Many of our "businesses" are directly or indirectly revolving around these two fields: automobiles, home appliances, furniture, decoration, catering, retail, supermarkets, coffee shops, training, etc., and these two are sectors that have been publicly declared as "pillar industries" and "future trends" by ZF many times.
The original has been falsified, and the new one has not yet been found; This is the fundamental reason why business will be "getting harder and harder". In this situation, "rationality", "risk aversion" and "cost performance" will inevitably become the dominant factors or considerations for almost all groups in investment and consumption scenarios.
There is no "counter-cyclical" industry in China, and all the choices of individuals and all the decisions of enterprises, whether they can produce positive feedback and profits, are artificially firmly linked to the "policy", and both are lost. This is also the underlying reason why all kinds of dazzling "ideas" and "business models" frequently fail or prove to be unprofitable.
In the long run, the starting point of these ideas and models has also changed: it is no longer to better meet consumer demand, no longer to innovate in technology, but to establish its own high-end image with "compressing costs and over-packaging", "creating people" as a routine that resonates with consumers, and "zero-sum game" games for the purpose of "short-term harvesting and cashing".