I met Yu Deqing for the first time, wearing a white T-shirt, like a college student, but not like a college student. This is precisely what he summed up his own characteristics, a "social youth" who started a business at school. "I am the only double-degree student in the Central Academy of Fine Arts." Yu Deqing proudly told reporters. Because of the academic system, there are no double-degree students in the Central Academy of Fine Arts, but Yu Deqing studied two majors at the same time-architectural engineering and graphic design.
A prepared start
Yu Deqing can be attributed to two factors: first, he received an open education at home since childhood and worked as a salesman in the fresh food department of Wal-Mart in high school. "My family said that I was tossing, but they had the heart to accept my tossing, which made me very moved."
Another factor that contributed to his entrepreneurship was Yu Deqing's school education. After three years of hard work, Yu Deqing was admitted to the Central Academy of Fine Arts. Freshmen in the school study in three cycles every academic year, regardless of their major. At the undergraduate stage, I have accepted many tutorial teaching methods that are only available at the postgraduate stage. "Some people have applied for the Academy of Fine Arts for ten years, because this school not only represents the education sector, but also represents the authority of the industry." He proudly introduced his school's achievements, especially during the Olympic Games, the Olympic emblem, Paralympic medals, the visual system in the torch relay, Olympic tickets and other aspects were the result of the efforts of teachers and students of the Central Academy of Fine Arts. Yu Deqing also participated in the design of the screen door of the Olympic subway forest park station.
When I first went to college, some students took some jobs through contacts, but Yu Deqing just entered this circle. If you want to integrate as soon as possible, you have to work for these students who have received jobs. Because of the misunderstanding of graphic design at the beginning, I always feel more like a woman's job, delicate and with little prospect. He is also interested in environmental design and chose architectural engineering as his major. Later, by chance, when he was a sophomore, he worked as an assistant designer for graphic design tutor Xiao Yong, and slowly began his education under the non-school system. The study of two educational models laid a solid foundation for his success. At the same time, because of the mind of Shi Yi, the boss of interior design, he can have the energy to study two majors.
Design is for business.
TINO Haute Couture business gifts was chosen mainly because Yu Deqing wanted to integrate design into commercial production. Design should serve business and play an important role in it. Products are mainly concentrated in desk calendars, notebooks and so on. As an executive director, he said: "Our company can be said to be a close combination of design and business, which not only embodies our service field, but also realizes the effective integration of horizontal strategic resources, and the design company, printing company and paper company cooperate together.
In addition to the design company in Deqing, there are Beijing Jingpin Paper and Dongfang Baolong Printing Co., Ltd. ... It is this joint way of the three companies that makes the investment risk share, and each company only needs to do its own job, which better realizes the close combination of design and production, the use of new materials and the research and development of new technologies are more convenient, and the advantages of controllable production cycle are more obvious.
It is also because of the combination of the three companies that Yu Deqing said: "The product is zero inventory and the production cycle is short. The intervention of the other two companies has achieved zero inventory and free distribution. This has also achieved the company's advantages in design, service and price, while controlling costs, which is a scarce resource in the industry. " He cited the example of China Merchants Bank, which wanted to provide loans to enterprises advertising in CCTV, which also reflected clear marketing ideas.
As for gifts, many enterprises have to give back to customers regularly, so this market has great potential. The novel and distinctive gift is the result of the designer's full imagination, and he is also a real designer on the premise of realizing the interests of the enterprise. Yu Deqing, a junior, won the silver medal in the professional group of China Star Art and Design Grand Prix through the exquisite desk calendar cooperated by three companies in the early days. At present, the desk calendar project has lasted for four years. "It can be said that these four years are not simple transactions, but friendship. We are also innovating through the desk calendar. "
From simple design, to industrial upgrading, to making products, Yu Deqing is making progress bit by bit on the road of starting his own business. "98% resources are integration, 98% brands are culture, 98% management is humanity, and 98% contradiction is misunderstanding", which is the "four 98%" in Mengniu corporate culture and Yu Deqing's insistence. In the process of starting a business, Yu Deqing has been encouraged and guided by many outstanding entrepreneurs. When attending the Entrepreneurship Competition, Yin, the boss of China International Copyright Exchange Center, listened to Yu Deqing's introduction and said to him, "Is that what you want to do? It would be a pity not to do it if you want to understand it. "
Wang Boqing, president of Max Company, said: "Most college students started as retail bosses, and more concentrated in traditional industries, with more than 60% concentrated in sales. This is not self-employment, but self-employment If they can't find a job, they can set up stalls and just be hawkers. " Yu Deqing's company broke through this model and tried to start its own business.
Yu Deqing said that people are generally concerned about the first bucket of gold, but in fact what they did before the first bucket of gold is more worthy of attention and learning. Yu Deqing's team has also gone through the stage of free design, but through hard work, the ability is gradually recognized, which also puts the company on the right track now.
The design company currently has six members. As a leader, Yu Deqing pays more attention to excellent creativity and execution. He will show new employees the letter to Garcia. Corporate culture is not a slogan, but a spirit. "Design Serve the People" —— Yu Deqing insisted and practiced. Besides designing customized gifts for high-end businesses, Yu Deqing and others are also designing sports equipment for SOHO China and Beijing.
The design he understands is not a simple visual design, it is at the end of the social structure and has relatively little control. "Service should not only satisfy customers' needs, but also satisfy their desires. I hope we are not doing an industry, but an industry. " In the future, Yu Deqing believes that the specific direction in the short term is to do better in design and Tino brand and provide better services to customers. The long-term direction is that enterprises should stick to their mission, carry forward corporate culture and repay the society.
Compared with schools, society has only one horizontal line.
The identity of 25 years old and executive director seems to be a contradiction. Yu Deqing said that when he had a technical exchange with some business partners, they told him, "Professionally speaking, you should be in your thirties, but I didn't expect you to be a student." But when these bosses put the desk calendar made by Yu Deqing on the table, he still felt recognized in his heart. When I was a student, I started my business almost always for my ideals, because sometimes there is no income and I need to put myself in my shoes.
Regarding the embarrassment of students' entrepreneurship, he said: "I don't want others to regard themselves as students. Students are characterized by passion and simplicity, and other advantages are shared by people in society. There is an upper limit to the evaluation of students by schools, that is, freshmen are generally inferior to seniors, regardless of experience or experience. But there is only one horizontal line in society, and society will not buy it because of the identity of students, which is also the biggest difference between schools and society. We should look at college students from the perspective of entrepreneurship, not from the perspective of college students. "
For those who want to start a business, Yu Deqing mentioned: First of all, there must be execution. Doing doesn't necessarily have a good result, and not doing it must have no result. It is important to learn from others' experience and modesty. Many college students often regard wit as maturity and learn to listen without thinking, which is too superficial. Secondly, life should learn to choose. People often hesitate because there is 50% to 50% confrontation between the two directions. Feeling is the basis of your choice, and accurate and keen feeling is very important for doing a good job in entrepreneurship.
Entrepreneurship knowledge
Four stages of entrepreneurial level
The first stage: the survival stage. To occupy the market with products and technology, as long as you have ideas (ideas) and can engage in relationships (sales).
The second stage: the corporatization stage. Standardizing management and increasing enterprise benefits require entrepreneurs' thinking to be upgraded from concept to thinking, and the original relationship is transformed into the construction of various channels. The company's sales are completed by channels and the team is initially formed.
The third stage: collectivization stage. At this time, relying on hard power (the core competitiveness of industrialization), the whole group and subsidiaries form a system platform, relying on the team to complete management through the system platform, sales become marketing, and regional channels become regional networks, thus forming a system. Thinking from plane to three dimensions. You can retire at this time. Entrepreneurs have a cash flow system and work for you 24 hours a day. This is the ideal state that many entrepreneurs dream of achieving.
The fourth stage: this is the highest realm of entrepreneurs, and the group headquarters stage is borderless operation, which is also commonly known as multinational companies. The system platform of the group headquarters and the operating systems of each sub-group form a system. The group headquarters relies on a borderless core competitiveness (soft power) that can cross the industry boundaries, while the sub-groups form the industry core competitiveness (hard power), which will enable all walks of life of the group to reach the performance level and speed that can not be achieved under the situation of single-player combat. Thinking has changed from three-dimensional to multi-dimensional, which is the highest level that enterprises can pursue and achieve.
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