War in the spotlight is about life. The frontline soldier is angels in white, who is a conscientious duty bearer. Another war happened outside the spotlight, and it was about survival. The protagonist is a responsible, experienced and wise business leader.

At this "critical moment", Finance Promise joined forces with Zhenghe Island's "King Way" column and Junzhi strategic consultation, and invited them-the heads of more than 20 domestic "benchmarking enterprises" to look back on their course of overcoming difficulties, seek experience, talk about coping, look at the future and clear the fog.

In this sincere dialogue, we heard the leader of China retail industry say that for "social enterprises", no matter how big the benefits are, they are negligible.

We heard the clothing brands going abroad say that they should "go beyond the development of the times" and embrace the opportunities of the times.

We have heard the theory of food enterprises that affect people's livelihood-"high-quality products" and "high-level services" are their weapons to protect the table.

We have heard the call of new brands that have just risen for a few years to keep their innovative personality forever, and we have also seen the vision of first-class internet, technology-based and investment-oriented enterprises-great dangers breed great opportunities, and a new consumption revolution is coming soon. ...

Through the stories of these flag-bearers, we try to sum up the code to break the predicament. In this process, we are full of confidence: there is a road under our feet, there is light ahead, and the leaders have a mind.

0 1 breakthrough experience: persistence in foreign affairs and China's self-confidence.

"Hold on, hold on, hold on."

Without exception, when we ask about the experience of breaking the game, this is a word that all entrepreneurs will mention. In fact, when it comes to opportunities for enterprises, the word "persistence" has different meanings.

This Spring Festival, Suning has nearly 1.2 million employees sticking to the front line of service. Their safety and the ever-changing epidemic situation in China have touched the heart of Zhang, chairman of Suning.

In Zhang's cognition, "persistence" means persistence in corporate responsibility. Zhang said that Suning should always insist on being a social enterprise. In difficult times, "each system should give priority to protection and assistance; It is our greatest responsibility to stick to our posts and protect people's lives. "

Zhang asked all staff to maintain a state of readiness and fully guarantee the operation and service of the terminal. During the Spring Festival, all online and offline service terminals in Suning fully invested in supply reinforcement. Zhang particularly emphasized that "the price increase is absolutely not allowed, and the delivery time limit is strictly controlled".

In Zhang's view, in the face of the epidemic, giving full play to the advantages of the Internet and first-line retail terminals and ensuring people's needs is Suning's strongest support as a retail enterprise.

For Gao Dekang, the chairman of the board of directors of Bosideng Group, a leading enterprise in Jiangsu and a leading brand of down jackets in China, the biggest insistence of his 43-year enterprise is development-always using the certainty of development to hedge the uncertainty of the external environment.

The biggest crisis Bosideng encountered was in 1994. Without warning, the sales of down jackets fell off a cliff. Of the 230,000 down jackets produced by the factory that year, only 80,000 were sold, and there was a backlog of more than 20 million yuan in the warehouse. Upstream and downstream enterprises have been urging accounts. Young Gao Dekang tossed and turned every day, staying up all night, worrying about his own life and death, and realized the anxiety of enterprises.

What's the problem? Gao Dekang immediately rushed from Changshu to the northeast to inspect the market and look for the answer-soon, he found that the pain point was the word "product", and the product had five major problems: color, fabric, style, format and technology, and there was a common problem in the whole industry at that time: the product lacked iteration and the style was bloated, which made it difficult to win the favor of consumers. This is because the development of brands and industries is too slow.

God helps those who he1p themselves. With years of accumulated word-of-mouth and personal support, Gao Dekang launched the off-season promotion activity of Wangfujing Department Store down jacket in the summer of 1995, and personally designed a red, white and blue three-belt five-pointed star satchel, which was fashionable and memorable, and successfully captured the minds of consumers. The Bosideng counter in Wangfujing Department Store was crowded, and consumers carrying bags other than Bosideng all over the street became the best advertisements, which made Bosideng famous all of a sudden. From July to September, the company realized a sales rebate of 5 million yuan, and Shenyang Zhongxing also lent a helping hand and paid 3 million yuan in advance to buy Bosideng products. The company finally came back to life.

"Down jackets should not only keep warm, but also pursue fashion beauty." He deeply realized that products must be made from the perspective of consumers and fully understand their minds. An enterprise can only become a brand of the times if it develops beyond the times. Driven by this awareness, Gao Dekang boldly innovated, integrated resources from all sides, and comprehensively upgraded from the aspects of color, fabric, style, pattern and cashmere content, so as to push down jackets to fashion.

The bright aurora fabric is changed into a non-fading matt fabric, so that the lining does not lose wool, and at the same time, the cashmere content and bulkiness are increased. Bright colors, soft fabrics, atmospheric styles, close-fitting styles and fine craftsmanship make down jackets change their bloated state and become fashionable and casual down fashions. The following year, the brand-new Bosideng down jacket made its debut and became an instant hit, becoming the national sales champion with an eight-fold sales growth.

During the SARS period in 2003, in the face of the huge impact of the whole down industry, Bosideng introduced ecological antibacterial down through scientific and technological innovation, and calmed the industry crisis by guiding the market.

Also, Lin Xiaoxian, the founder of Xiaoxian stewed bird's nest brand, was founded on 20 14.