What's wrong with me being a rich man?

Chapter 164 Vertical Segmentation
Yu Xing was not sure what results Bi Sheng would get from his research or what decision he would make.

He just felt that this person was really...

Yu Xing recalled his mother’s advice when he was in junior high school: if you don’t know how to compliment someone or can’t find something to compliment, then just say that person is “unique.”

Anyway, Bi Sheng is quite unique.

He was somewhat curious about the future direction of LeTao.com, but his own company's affairs had to move forward.

Liu Hao, CEO of Zhaopin.com, is still operating quietly. Lei Weiming has officially joined Bai Xiaosheng. In addition to the vice president, he was accompanied by four of his former capable men in the sales department, as well as middle-level managers from three other departments in the company.

Lei Weiming did a lot of sales work at Zhaopin.com and had a certain team. In addition, this time there were hints from his superior Liu Hao and the unexpected user base of Bai Xiaosheng, so collective job-hopping was the choice for many people to escape the vortex of struggle.

Zhaopin.com has many internal problems that cannot be solved simply by Liu Hao giving up his CEO position. Since gaining absolute control, the Australian investors have made demands that the company's management considers unreasonable.

However, Seek already has absolute control, and even if its demands are unreasonable, it will still be catered to by some people.

Lei Weiming and eight other people from Zhaopin.com attended the first meeting of Baixiaosheng. The theme was to discuss the development of the website's recruitment business. According to previous communication, an important principle was to make full use of Baixiaosheng's characteristics.

It’s just… the meeting seemed to be on topic at the beginning, but as the conversation progressed it turned into a reflection meeting for Zhaopin.com.

One person has a word, two people have a topic, four people criticize, and eight people are collectively depressed.

Zhilian Recruitment was hit by both internal and external troubles. Who the hell could have imagined that it would encounter something like the global financial crisis!

Yu Xing did not stop them from changing the topic, but instead listened carefully to the information revealed.

Reflection is a good thing. Zhilian Recruitment is bound to have detours, and the improvements here will naturally come from everyone's new thinking.

Seeing that they were getting bored with their own conversation, Yu Xing finally smiled and changed the topic: "So, everyone has contributed to the development of Zhaopin.com, but also has shortcomings. Now that we have come to Baixiaosheng, we should try to avoid being tripped by the same stone. What we need to do is not to create another Zhaopin.com, but to create a new chapter in this market."

Lei Weiming cheered himself up. He also felt that the first meeting was very biased, but his mood and words had reached this point.

He talked about his recent thoughts: "The industry is in recession, and everyone knows this. Our customers are most sensitive to the economic environment. This year, Zhaopin's Q1 was the lowest in recent years. Corporate customers have run out of money."

"But Mr. Yu and I share the same view that the economy will recover soon, and the country has also provided strong policy stimulus."

"What we need to do is how to tap into customers now when the industry is not doing well, and how to compete with the three companies after the economy recovers."

Cheng Yongsheng, former deputy director of sales at Zhaopin.com, also woke up from his depression and said seriously, "I read Mr. Yu's ideas on the creation and development of our website. I think this vertical segmentation positioning is great. I've been thinking about it these past two days. Since everyone has no money, it will be very difficult to get money from customers in the old way."

"So, we need a new method. In the past, we just grabbed a handful, but now we can consider sticking two."

Yu Xing looked at Cheng Yongsheng with interest: "What do you mean?"

"Zhaopin charges corporate clients an annual fee, and the industry also basically offers annual packages, with the starting price exceeding 10,000 yuan," Cheng Yongsheng said. "For a company, spending tens of thousands of yuan on recruitment services is just a drop in the bucket."

"But the situation was good back then, but it's not so good now. Ten thousand yuan is still money, not to mention there are more expensive ones."

"Since it is vertical segmentation, the recruitment business can also be refined. In this way, we can also expand to small and medium-sized enterprises with limited budgets. Don't small and medium-sized enterprises have the need to recruit people?"

"In the past, we charged 10,000 or 20,000 yuan. Now, for example, we can provide free services for companies to post recruitment information. However, if they want to be ranked at the top, they have to pay a little. Can we charge them 400 or 500 yuan? "

Cheng Yongsheng said: "The demand from small and medium-sized enterprises is relatively small, but their number is large. It's not that people didn't care about them in the past, but it was difficult to get the annual package money. Since we are a new entrant, we should do flexible and meticulous work."

Hao Jingyao's eyes lit up when she heard this and she said with a smile, "Mr. Cheng, it seems that there is a lot of room for improvement. We have refined the services and hours, which just meets the needs of small and medium-sized enterprises. They don't need year-round services anyway. A few times occasionally is enough."

"It used to be an annual subscription, but now you can subscribe to specific functions on a monthly basis. For a small company that posts a job, it can charge 100 yuan for one month. If a slightly larger company sees an attractive candidate on Baixiaosheng and wants to invite him to submit his resume, we will charge another 100 or 200 yuan."

"Doesn't this combine with Bai Xiaosheng's huge workplace group?"

"This market is relatively blank. We use the professional community of Bai Xiaosheng to develop different packages, and we can launch a combination of punches targeting companies of different levels."

Lei Weiming listened to their clash of ideas and could not help but nod his head repeatedly: "Yes, this is a new improvement after bringing industry experience to Bai Xiaosheng."

Bai Xiaosheng is a vertical segmentation, which is to find the entry point in the market.

Why not just vertically segment the recruitment business, so that we can form differentiated competition with ChinaHR, Zhaopin.com and 51job.com.

Moreover, Bai Xiaosheng now has an active customer base that the other three companies do not have.

Lei Weiming's affirmation inspired several people, and then they discussed the fragmentary demands of customers that they had noticed before. They could not be developed in the company in the past, but now it is different.

However, Lei Weiming found that Mr. Yu did not express his opinion, so he asked the new boss while the discussion was fading: "Mr. Yu, do you think there are any shortcomings here? We still need to combine it with the development of Bai Xiaosheng to develop it."

"No, no, no, your ideas are all good." Yu Xing came back to his senses, "I just suddenly remembered my friend's e-commerce business. Business segmentation and differentiated competition seem to be the magic weapon for us to do this business."

He thought for two seconds and concluded: "The recruitment business lies between enterprises and employees. In the past, we sold shovels to enterprises. Now, we replace big shovels with small shovels. This logic is correct when combined with the current market."

Lei Weiming half-seriously praised: "Boss Yu hit the nail on the head. Yes, we are going to sell small shovels now!"

He was the first to applaud.

Warm applause instantly broke out in the conference room.

Yu Xing was a little amused, and after the applause died down, he said with a smile: "It feels like I have done some work that is very concise, but in fact, the work that deserves the most applause just now is indeed the work I did."

"I recruited everyone, and that's worth celebrating."

This time it was Yu Xing who applauded.

The warm applause in the conference room once again turned into a celebration for the participants.

In the afternoon, Yu Xing held a special meeting with Lei Weiming, Lu Haiying and Zhong Zhiling, and the discussion was still about the tone of recruitment business.

Unlike last year when they just graduated from school, Lv Haiying and Zhong Zhiling quickly understood and agreed with the strategy of vertical segmentation.

Bai Xiaosheng’s development is based on this strategy, but its entry point avoids direct competition from large companies to the greatest extent possible.

The recruitment business is different. This is a mature market, a market where three major companies occupy the majority of the market share. How to make good use of vertical segmentation will directly determine the success or failure of Bai Xiaosheng's revenue.

Bai Xiaosheng’s own workplace platform is still developing rapidly.

Yu Xing hopes that the two sides can cooperate with each other. It will be difficult for the recruitment business to develop differentiation without Bai Xiaosheng's customer base, and it will be difficult for Bai Xiaosheng to survive for a long time without the nourishment of the recruitment business.

No matter how good the strategy is, it will be useless if it is not executed well.

Lv Haiying and Zhong Zhiling both actively expressed their cooperation. Lei Weiming was new to the company and his old boss was coming later, so his attitude was also very sincere. Yu Xing called Xiaoying in the evening and mentioned the details of the recruitment business. He praised Lei Weiming and his team for their innovation.

"Boss Yu, I think when your business is established, you can talk about this in interviews, or on the stage of "If You Are the One." Liu Wanying suggested, "There is also a professional term for this, called STP strategy, which is the abbreviation of Segmenting, Targeting, and Positioning, which means market segmentation, target market, and market positioning."

Yu Xing just thought about it and immediately understood the meaning.

He smiled and said, "The principles are all the same. It depends on how you apply them. First, divide the big market pie into several pieces, find the right piece, and then eat it up through acceptable positioning."

"That's great, you can say that next time." Liu Wanying has always felt that Boss Yu has a strong ability to digest and absorb, and his thinking is very active.

Yu Xing naturally asked: "How do you think Bi Sheng's LeTao.com can make adjustments through the STP strategy?"

"You are so good to him. Even though he is gone, you still think about him." Liu Wanying smiled.

"Because he will definitely ask me again later." Yu Xing said calmly, "I already know his character a little bit. He now thinks that what I say is quite right."

Liu Wanying said carefully: "Let's be cautious and stop giving blind advice. He is confused to begin with. After asking you, he won't know who else to ask. If LeTao.com goes bankrupt, we won't have any friends anymore."

Yu Xing is not conceited, but feels that it makes sense. Although he knows that Vipshop's later model has been successful, the market at different stages may just be a case of trying to find a sword in a boat.

He smiled and said, "Then I hope my previous words didn't make Bi Sheng go crazy."

Liu Wanying was stunned and found it difficult to explain.

It’s not that Bi Sheng has no determination, but... She actually feels that what Boss Yu said makes sense, but starting a business is not something that can make it to the end just because it makes sense.

Yu Xing changed the subject and chatted with Xiaoying about the internal business development of Bai Xiaosheng. Finally, he asked, "What are you doing at home? Are you watching the market?"

"No, there's no need to worry about Sino-Forest's stock price. Now we just need to wait for Paulson to increase his holdings. I've found the email address of his foundation. Westerners are used to communicating via email. I hope he'll notice our emails later." Liu Wanying leaned back on the sofa and glanced at the ads on TV. "I was just watching 'Insidious', starring Sun Honglei and Yao Chen. Have you seen it?"

Yu Xing smiled and said, "It's Yu Zecheng. I know. The snow-capped mountains are cold for eternity, only the Emei Peak is illuminated."

Liu Wanying said a line: "Emei Peak, I can still take photos of it alone while riding a horse."

Yu Xing laughed out loud, and suddenly a thought flashed through his mind.

He listened to Xiaoying's voice, but didn't catch the content of the inspiration.

After hanging up the phone, Yu Xing thought about the last topic he wanted to talk to Xiaoying about.

"Lush", is it a copyright issue?

It doesn’t look like a celebrity endorsement.

what is it?

Yu Xing pondered for a while but didn't get an answer, so he didn't care about it anymore. He thought it might pop up on its own at some point.

Building Bai Xiaosheng’s recruitment team will be the focus in the next 1-2 months.

Different from the offline marketing which only targets big cities, if Bai Xiaosheng wants to expand the recruitment market, it must focus on second- and third-tier cities. The former is a reflection of vertical segmentation, and so is the latter.

Yu Xing communicated with Lei Weiming for two consecutive days, and then went to record "If You Are the One" as usual for another day on the weekend.

He performed normally that day and made some achievements. He hired an administrative assistant, and part of her job was to arrange the division of labor for him.

Of course, Yu Xing can now divide things very clearly, but he plans ahead to avoid being in a rush when the scale is expanded later.

A new week, first of all new news.

Zhaopin CEO Liu Hao called and confirmed that he would soon join Baixiaosheng.

Yu Xing had already expected this, but he was still very happy. He also agreed with Liu Hao that he would strike while the iron is hot and go on the stage of Dragon TV this weekend. He could replace him in the recording for the second half of the month after the announcement of his joining.

"Mr. Yu, I compensated the company and terminated the non-compete agreement." Liu Hao considered, "Logically, this should be OK, but I'm afraid if I get sued, I don't know how to fight the lawsuit in the end."

"Mr. Liu, since you are doing this, even if we file a lawsuit, the process will probably be long." Yu Xing said, "This period of time may be enough for us to develop the business. In addition to the normal salary, we can determine additional option rewards based on the development of the business. All of this is easy to discuss."

Liu Hao felt that the boss was considerate and knew what could warm the hearts of the workers the most.

He thanked his new boss and expressed his excitement for the upcoming addition.

Yu Xing expressed similar excitement.

After he turned around and told the producer Xu Rongxian the news, he received a call from Bi Sheng who was far away in Yangcheng.

"Mr. Yu, Vipshop has already turned to a second-tier brand." Bi Sheng said straight to the point, "I have visited several brands in the past few days. When I mentioned the model of clearance sales, they mentioned Vipshop, which also does this."

Yu Xing hummed, "They are still pretty good."

"That proves that Vipshop also feels that there are problems with its first-tier brand strategy." Bi Sheng said calmly, "You tell me, should I take a step forward or a step back?"

Yu Xing thought carefully and was in a dilemma: "Bi Sheng, what Chen Nian said actually makes sense. After all, I am an outsider. You have to think more about this critical decision yourself."

Bi Sheng wanted to hear the answer: "Just assume that you are me."

"I can't assume." Yu Xing suspected that the contract was in front of Bi Sheng, just waiting for him to sign it based on his assumption.

He thought about it and said, "How about this, you do research there for a few more days, then come to Shanghai and talk to Xu Xin. She did research on e-commerce earlier and more deeply than you did, so her words are worth referring to."

Bi Sheng was surprised and asked, "Isn't your relationship very tense?"

Yu Xing said calmly: "This does not conflict with my recommendation of her. What you need is her ability."

Bi Sheng immediately agreed: "Okay, when I get to Shanghai, we'll bring Xu Xin along to chat."

Yu Xing ended the call and shook his head inexplicably. It is really hard to say whether a business will be successful or not.

He put his phone on the table and casually flipped through the web, when he suddenly saw "Luck" again. The inspiration from last week suddenly revealed the content. Oh yes, it seems that there is a real lurker in this TV series, a wanted criminal actor.

Yu Xing became alert and looked through the cast list of the TV series, and soon found the suspected target.

He looked at the name "Zhang Guofeng" and touched his chin. It was a handy little trick to attract traffic.

(End of this chapter)