Even if someone tells you the truth about many things, you will still not believe them because they are beyond your cognitive level. Only after you experience it yourself or your cognitive level improves, you will recognize this matter, but at that time you often have paid more.

In 2014, I was in Shenzhen at that time. At that time, the agricultural inputs industry became very inclined, and it was not very prosperous every year. Various low-level competition was still very fierce. However, when the mobile Internet was born that year, I have been studying how to effectively combine agricultural inputs and the Internet. During the research process, I would attend some Internet summits, Internet training and Internet exchange meetings. During this process, my cognition and my horizon gradually opened up. At that time, I attended an Internet summit, and then all successful big names or successful merchants shared their experiences. After listening to it, I think it is very suitable for current agricultural supplies bosses to understand.

Actually, when I went to attend these training sessions or exchange sessions, I greeted my boss in advance. I hope he would go with me, but he always refused. He said, "You go, I don't need to go." After you go, you just come back and tell me what's going on. But when I shared my experience with him, he acted very sneered, and he said, "Old Zhao, you have been cheated, others have cheated you, why do you say that?" Because every penny is earned by sweat. Don’t look at others buying luxury houses and driving luxury cars. In fact, they are all in debt and owed money.

The boss just hit me back like this, and he stubbornly thought that the information I received was wrong. I had no choice but to convince him because his cognitive level did not reach that level. He has always been in that traditional industry and has no understanding of the Internet industry. He believes that the Internet is just a group of people making random things, a group of people bragging, and it is impossible to achieve good results.

But he wanted to try it again, so he contacted a company and bought someone's software and asked me to study and operate it. However, this version of his software iterated is too backward and there is no room for it to be launched into the market. At this moment, I said, "Oh, why don't we go to Suzhou to attend an Internet summit together, maybe we can find opportunities there, because there are many bosses on the scene, and we will find many potential users. This is the simple reason. Alas, the boss agreed, so we went to Suzhou."

After going to Suzhou, I have always recommended our project. At the same time, the boss was also listening carefully to the sharing of various big names. In the end, he chose a person from a traditional enterprise. Why can a person from a traditional enterprise surnamed Liu attract him? It is because they are all from traditional business owners. Second, this traditional business owner has achieved greater sales and better results through online marketing. So, he gained the recognition of my boss, so he wanted to follow him and join his project.

From this story, you can see what is a point? As a person he believes more, he is a person who is born like him and a person who is born like him. He explores the way forward and achieves success, so people who are born with the same origin are willing to follow him. So in this sense, it is no surprise that my boss chose him.

The boss took me to their company for a visit, and then had dinner and chatted together. During this process, I discovered that the other party’s success should be a question. Why? Because during the whole process, it never talked about this or more in-depth about the Internet operation. It was just constantly packaging itself and having a website, and then gaining passive traffic through various mysterious SEO optimizations, and then attracting relevant people to buy a large amount of money, making it today's achievement.

Do you know? In 2014, PC e-commerce was gradually declining, while mobile Internet e-commerce is sprouting and growing vigorously. However, they were not optimistic about this track, and they thought that PC e-commerce was something they should persist in, although they only had two or three years of SEO optimization for PC e-commerce. So we can predict what kind of thinking he still has, it is still product thinking and SEO optimization traffic thinking. This is completely different from the user-centered user thinking of the mobile Internet. With user thinking, it attaches importance to every traffic because behind each traffic represents a person with social attributes, which is also the biggest feature of the mobile Internet. As an SEO-optimized PC e-commerce believes that it is just a simple data, but it is just a traffic harvest through a wide net.

I remember that they were thinking of choosing a product and using website optimization to obtain organic traffic to achieve success. They had successful business operations on auto parts or tea leaves before, and then their goal was to focus on nuclear carving. Everyone knows that the risk of changes in the market is very high. They only see the present and speculate on the future, lacking necessary market research. Then they attracted many people to invest and become partners through packaging and their own fame. Later, this product continued to depreciate under market fluctuations, and the transactions were also considerable, which eventually led to a collapse.

I was thinking that if the boss chose the mobile Internet track at that time, then a few years later, he would not have ended up with the failure. So why can't my boss see this? The main reason is that the group of people who came from the mobile Internet are themselves engaged in the Internet. They may have been from the original PC Internet and then undergo a transformation, but few of the bosses of traditional companies directly transformed into the mobile Internet track. The first thing a traditional business owner sees is PC e-commerce, and then mobile Internet e-commerce. From this point of view, its failure is inevitable.

Last year, I came into contact with a brand of Beauty Industry. This beauty industry brand has been brilliant in the past. At its peak, many people asked to join, but later, I don’t know whether it was due to business decisions or internal management issues, but it disappeared for many years. After disappearing for a few years, the boss of this company wanted to reshape this glory. He recruited troops and still used the original method to develop the national market, integrating beauty stores, such as famous brand stores plans, etc.

Before I joined, I talked with the relevant boss about the combination of mobile Internet and the beauty industry, so I will promote it in an innovative way. However, what I said may be less than 1/10 of the other party. He believes that it is the so-called traffic. He believes that it is the so-called registration of these third-party platforms, register an account to open a store, and then attract traffic to buy his products. To put it bluntly, this method is still a model of PC e-commerce. No matter whether it is spread through social means or through any means, its essential characteristics still belong to PC e-commerce. He still did not realize that behind every data is an independent person, and every independent person is an independent social subject. Then this independent social subject can influence a large group of people, so he has not yet been upgraded to the level of mobile Internet thinking. So, when I followed the market, I couldn’t feel the application in this area, the investment in this area, the fission in this area, the training in this area, and the performance transformation in this area.