Lesson 38 慧眼捕捉商机
Having an insight into business opportunities
Huìyǎn bǔzhuō shāngjī
慧眼捕捉商机
Having an insight into business opportunities
Lǚcì chuàngyè, què lǚcì cǎnzāo shībài de rén zǒng xiǎng zhīdao,
屡次创业，却屡次惨遭失败的人总想知道，
People who have repeatedly started a business but failed miserably often want to know,
chuàngyè yǒu qiàomén ma?
创业有窍门吗？
are there any tricks to starting a business?
Dāngrán yǒu, qiàomén jiùshì chuàngyè bùkě mángmù,
当然有，窍门就是创业不可盲目，
Of course, the trick is to start a business without blindly,
yào yījù shìchǎng guīzé bǔzhuō shāngyè jīhuì.
要依据市场规则捕捉商业机会。
but to capture business opportunities in accordance with market rules.
1903 nián jí liè xiānshēng fāmíng de kě tìhuàn guā hú dāo,
1903年吉列先生发明的可替换刮胡刀、
The replaceable razor invented by Mr. Gillette in 1903,
1958 nián ānténg bǎi fú fāmíng de fāngbiànmiàn,
1958年安藤百福发明的方便面、
the instant noodle invented by Momofuku Ando in 1958,
1992 nián qī shíchuān xiōngdì fāmíng de guàn zhuāng bābǎozhōu,
1992年戚石川兄弟发明的罐装八宝粥，
and the canned eight-treasure porridge invented by the Qi Shichuan brothers in 1992
dōu shòudàole shìchǎng rè pěng,
都受到了市场热捧，
have all been popular in the market
bìng gěi chuàngyè zhě dài láile shù'é kěguān de cáifù,
并给创业者带来了数额可观的财富，
and brought a considerable amount of wealth to entrepreneurs,
chénggōng de ànlì gàosù wǒmen:
成功的案例告诉我们：
successful cases tell us:
Chuàngyè bìxū yījù shìchǎng xūqiú,
创业必须依据市场需求，
Entrepreneurship must be based on market demand,
zhè shì yītiáo yǒnghéng de zhēnlǐ,
这是一条永恒的真理，
this is an eternal truth,
zhǐyào zūnxún zhè tiáo guīzé,
只要遵循这条规则，
as long as you follow this rule,
jiù méiyǒu bù chénggōng de dàolǐ.
就没有不成功的道理。
there is no reason to be unsuccessful.
Dú jù huìyǎn, xúnzhǎo jīyù独具慧眼，寻找机遇With unique insight, looking for opportunities
shìchǎng xūqiú wú chù bùzài,
市场需求无处不在，
market demands are everywhere,
què wǎngwǎng yì bèi hūshì,
却往往易被忽视，
but they are often overlooked.
biérén méi fāxiàn, huò shì bùxiè zuò de shēngyì, wǎngwǎng yùnyùzhe jīhuì.
别人没发现，或是不屑做的生意，往往孕育着机会。
Businesses that others do not find or disdain to do often give birth to opportunities.
Pìrú, zài xīn chǎnpǐn bólǎnhuì shàng,
譬如，在新产品博览会上，
For example, at the New Products Expo,
wáng xiānshēng kàn dàole yī tái jiào zuò “diànchí fēnxī xiūfù yí” de xiǎo jīqì,
王先生看到了一台叫作“电池分析修复仪”的小机器，
Mr. Wang saw a small machine called a "battery analyzer repairer",
tā shì yòng lái xiūfù shǒujī diànchí de.
它是用来修复手机电池的。
which was used to repair mobile phone batteries.
Shǒujī diànchí de zhèngcháng shòumìng shì 5 zhì 6 nián,
手机电池的正常寿命是5至6年，
The normal lifespan of mobile phone batteries is 5 to 6 years.
shìshí shàng dàjiā de diànchí què méiyǒu nàme nàiyòng,
事实上大家的电池却没有那么耐用，
In fact, everyone’s batteries are not so durable.
wǎngwǎng yòng yī nián jiù huàile,
往往用一年就坏了，
They often break after one year,
huàn xīn diànchí yòu hěn guì.
换新电池又很贵。
and it is very expensive to replace them with new ones.
Ér suǒwèi huàile,
而所谓坏了，
The so-called broken,
zhǐshì huàxué wùzhí chéndiàn dàole juéyuán céng,
只是化学物质沉淀到了绝缘层，
it is just that the chemical substance has deposited on the insulating layer.
Měiguó rén fà xiàn zài yīdìng tiáojiàn xià,
美国人发现在一定条件下，
The Americans discovered that under certain conditions,
nénggòu jiāng qí huányuán chéng chūshǐ zhuàngtài,
能够将其还原成初始状态，
it can be restored to the original state,
yúshì fāmíngle zhè zhǒng jīqì.
于是发明了这种机器。
so they invented this kind of machine.
Wáng xiānshēng huā 4 wàn yuán mǎi xiàle zhè tái nénggòu xiàng biàn móshù yīyàng xiūhǎo diànchí de jīqì.
王先生花4万元买下了这台能够像变魔术一样修好电池的机器。
Mr. Wang spent 40,000 yuan to buy this machine that can repair the battery like a magic trick.
Zhīhòu, zài shāngchǎng zūle guìtái,
之后，在商场租了柜台，
After that, I rented a counter in a shopping mall
xiū yīkuài diànchí shōufèi 50~70 yuán,
修一块电池收费50~70元，
and charged 50 to 70 yuan for repairing a battery.
kòu diào chǎngdì zūjīn hé shuìjīn,
扣掉场地租金和税金，
The rent and taxes were deducted.
yuè shōurù shàng wàn,
月收入上万，
The monthly income was tens of thousands.
bù dào liǎng gè jìdù jiù qīngsōng shōuhuíle běnqián.
不到两个季度就轻松收回了本钱。
The cost was easily recovered within two quarters.
Lèisì zhèyàng de shēngyì,
类似这样的生意，
A business like this,
Jíshǐ pèng shàng tōnghuò péngzhàng, yě bù huì duì tā chǎnshēng sīháo yǐngxiǎng.
即使碰上通货膨胀，也不会对他产生丝毫影响。
even if it encounters inflation, will not affect him in the slightest.
Kěshì, rúguǒ nǐ méiyǒu yǎnguāng, jiù kàn bù dào shāngjī;
可是，如果你没有眼光，就看不到商机；
However, if you have no vision, you will not see business opportunities;
rúguǒ nǐ sīwéi píngyōng, jiù fāxiàn bùliǎo shāngjī;
如果你思维平庸，就发现不了商机；
if you are mediocre thinking, you will not find business opportunities;
zhǐyào nǐ qínláo, shìchǎng jiù niē zài nǐ de shǒu lǐ.
只要你勤劳，市场就捏在你的手里。
as long as you are diligent, the market is in your hands.
Cóng jìngzhēng duìshǒu de chǎnpǐn quēxiàn zhōng bǔzhuō shāngjī从竞争对手的产品缺陷中捕捉商机Capture business opportunities from competitors' product defects
Yánjiū jìngzhēng duìshǒu,
研究竞争对手，
Researching competitors
cóngzhōng zhǎo chū qí chǎnpǐn de ruòdiǎn jí yíngxiāo de bóruò huánjié,
从中找出其产品的弱点及营销的薄弱环节，
to find out the weaknesses of their products and marketing
shì bǔzhuō shāngjī de yǒuxiào fāngfǎ zhī yī.
是捕捉商机的有效方法之一。
is one of the effective ways to capture business opportunities.
Dāngnián,
当年，
At that time,
Rìjiàn xīngwàng de Rìběn pàopaotáng shìchǎng dà bùfèn bèi Láotè lǒngduàn,
日渐兴旺的日本泡泡糖市场大部分被劳特垄断,
Most of the booming bubble gum market in Japan is monopolized by Lauter.
Jiāngqí gōngsī xiǎng kuòchōng zhè fāngmiàn de yèwù,
江崎公司想扩充这方面的业务,
Esaki wanted to expand its business in this area,
yúshì zhuānmén chénglìle tuánduì, yánjiū Láotè de chǎnpǐn, yǐ xúnzhǎo shìchǎng fèngxì.
于是专门成立了团队,研究劳特的产品,以寻找市场缝隙。
so it set up a team to study Lauter's products in order to find market gaps.
Yánjiū jiéguǒ fāxiàn Láotè chǎnpǐn yǒu sì gè bùzú:
研究结果发现劳特产品有四个不足:
The research results found that Lauter products have four shortcomings:
Yī, chéngnián rén de pàopaotáng shìchǎng zhèngzài kuòdà,
一,成年人的泡泡糖市场正在扩大,
First, the bubble gum market for adults is expanding,
Láotè de yǎnguāng réng tíngliú zài értóng shēnshang;
劳特的眼光仍停留在儿童身上;
and Lauter's eyesight still stays on children;
Èr, Láotè de chǎnpǐn kǒuwèi dānyī,
二,劳特的产品口味单一,
Second, Lauter's products have a single taste,
ér xiāofèi zhě de xūqiú zhèngzài rìyì duōyàng huà;
而消费者的需求正在日益多样化;
and the needs of consumers are increasingly diversified;
sān, Láotè pàopaotáng wài, guān lǎo jiù, quēfá xīn shìyàng;
三，劳特泡泡糖外，观老旧，缺乏新式样；
third, Lauter's bubble gum looks old and lacks new styles;
sì, láo tè chǎnpǐn shòu jià 110 rì yuán,
四，劳特产品售价110日元，
fourth, Lauter's products are priced at 110 yen,
mǎi shí dé tāo 10 rì yuán yìngbì,
买时得掏10日元硬币，
and have to pay 10 yen coins when buying,
bù fāngbiàn gòumǎi zhě.
不方便购买者。
which is not convenient for buyers.
Yúshì jiāngqí gōngsī dàdǎn bùjú,
于是江崎公司大胆布局，
So Ezaki Company boldly made a plan,
Yǐ chéngnián rén de xiāofèi xūqiú wèi yījù shèjì chǎnpǐn,
以成年人的消费需求为依据设计产品,
designed products based on the consumption needs of adults,
yòu nǐdìngle xiāngyìng de shìchǎng yíngxiāo cèlüè,
又拟定了相应的市场营销策略,
and formulated corresponding marketing strategies.
bùjiǔ, tuīchū sì zhǒng gōngnéng xíng pàopaotáng:
不久,推出四种功能型泡泡糖：
Soon, four functional bubble gums were launched:
1. Sījī yòng pàopaotáng, yǐ qiángliè de cìjī xiāochú sījī de kùnjuàn.
1.司机用泡泡糖，以强烈的刺激消除司机的困倦。
1. The driver uses bubble gum to eliminate the driver's sleepiness with strong stimulation.
2. Jiāojì yòng pàopaotáng, jǔjué hòu, kě qīngjié kǒuqiāng, xiāochú kǒuqiāng yìwèi.
2.交际用泡泡糖，咀嚼后，可清洁口腔，消除口腔异味。
2. Bubble gum for communication. After chewing, it can clean the mouth and eliminate oral odor.
3. Tǐyù yòng pàopaotáng, nèi hán duō zhǒng wéishēngsù, yǒu lìyú xiāochú píláo.
3.体育用泡泡糖，内含多种维生素，有利于消除疲劳。
3. Bubble gum for sports, containing a variety of vitamins, is conducive to eliminating fatigue.
4. Qīngsōng xíng pàopaotáng, tōngguò tiānjiā yèlǜsù, gǎibiàn rén de bùliáng qíngxù.
4.轻松型泡泡糖，通过添加叶绿素，改变人的不良情绪。
4. Relaxed bubble gum, by adding chlorophyll to change people's bad mood.
Zài chǎnpǐn kěkǒu de tóngshí,
在产品可口的同时，
While the product is delicious,
jīngxīn shèjì bāozhuāng hé zàoxíng,
精心设计包装和造型，
the packaging and shape are carefully designed,
dìngjià fēn 50 hé 100 rì yuán liǎng zhǒng.
定价分50和100日元两种。
and the price is divided into 50 and 100 yen.
Jiāngqí de chǎnpǐn wùměi jià lián, fēngwèi dútè.
江崎的产品物美价廉，风味独特。
Ezaki's products are high in quality and inexpensive, with unique flavors.
Bù kào guǎnggào chuīpěng,
不靠广告吹捧，
Not relying on advertisements,
pǐncháng hòu,
品尝后，
after the tasting,
xiāofèi zhě gòumǎi yǒngyuè,
消费者购买踊跃，
consumers are buying enthusiastically,
shìchǎng xūqiú chéng jǐngpēn shì bàofā,
市场需求呈井喷式爆发，
the market demand is exploding,
cáiwù shōurù yě chéng jǐngpēn shì zēngzhǎng.
财务收入也呈井喷式增长。
and the financial income is also growing.
Zhè jiùshì shìchǎng,
这就是市场，
This is the market,
zhǐyào nǐ xìxīn yánjiū shìchǎng,
只要你细心研究市场，
as long as you study the market carefully,
xìxīn yánjiū xiāofèi zhě de xūqiú,
细心研究消费者的需求，
carefully study the needs of consumers,
xìxīn yánjiū shìchǎng chǎnpǐn de yōu liè,
细心研究市场产品的优劣，
carefully study the pros and cons of the market products,
duì chǎnpǐn de bùzú zuò xiē júbù gǎijìn,
对产品的不足做些局部改进，
and make some partial improvements to the deficiencies of the products,
jiù yǒu kěnéng dédào xiāofèi zhě de rènkě;
就有可能得到消费者的认可；
you are likely to be recognized by consumers;
nǐ yù shì wèi xiāofèi zhě kǎolǜ dé zhōuquán,
你愈是为消费者考虑得周全，
the more thoughtful you are for consumers,
xiāofèi zhě yù shì huì kāngkǎi de guānzhào nǐ.
消费者愈是会慷慨地关照你。
the more generous they will be to take care of you.
Cóng shìchǎng de qiánzài xūqiú zhōng xúnzhǎo shāngjī
从市场的潜在需求中寻找商机
Seek business opportunities from the potential needs of the market
Zài táiwān mǒu yóulǎn guānguāng qū,
在台湾某游览观光区，
In a sightseeing area in Taiwan,
yī tái liúdòng cǎiyìn chē xīyǐnle dàjiā de mùguāng,
一台流动彩印车吸引了大家的目光，
a mobile color printing vehicle attracted everyone's attention.
yóukè kěyǐ zài zhèr jiùjìn chōngyìn zhàopiàn,
游客可以在这儿就近冲印照片，
Tourists can print photos nearby,
kěyǐ bǎ xǐhuan de tú'àn,
可以把喜欢的图案、
and print their favorite patterns
xiàoxiàng yìn zài jìniànpǐn hé fǎngzhīpǐn shàng,
肖像印在纪念品和纺织品上，作为独一无二的旅游留念。
and portraits on souvenirs and textiles
zuòwéi dúyīwú'èr de lǚyóu liúniàn.
作为独一无二的旅游留念。
a unique travel souvenir.
Liúdòng cǎiyìn chē de fǎ míng zhě shì zhōu jiā liǎng xiōngdì,
流动彩印车的发明者是周家两兄弟，
The inventors of the mobile color printing car are the two brothers of the Zhou family.
gēge shì qìchē wéixiū gōng,
哥哥是汽车维修工，
The older brother is a car repairer
dìdi shì shèyǐng fāshāoyǒu.
弟弟是摄影发烧友。
and the younger brother is a photography enthusiast.
Táiwān jīngjì zhuǎnxíng,
台湾经济转型，
Taiwan's economy has transformed,
lǚyóu yè chéngle Táiwān jīngjì de zhīzhù chǎnyè.
旅游业成了台湾经济的支柱产业。
and tourism has become a pillar industry of Taiwan's economy.
Xiōngdì liǎ fāxiàn,
兄弟俩发现，
The brothers found that
duìzhào guānguāng kè de xūqiú, chuántǒng cǎisè chōngyìn zuòfǎ tàiguò chénjiù,
对照观光客的需求，传统彩色冲印做法太过陈旧，
the traditional color printing method is too old to compare with the needs of tourists.
nǎge yóukè néng wéi chōngxǐ zhàopiàn děng hǎo jǐ tiān?
哪个游客能为冲洗照片等好几天？
Which tourist can wait for several days to develop the photos?
Yúshì xiōngdì liǎ qíxīn xiélì,
于是兄弟俩齐心协力，
So the brothers worked together
fāhuī gèzì de zhuāncháng,
发挥各自的专长，
and used their respective expertise
yǐ 50 wàn táibì zuò zīběn,
以50万台币做资本，
with 500,000 Taiwan dollars as capital,
fāmíngliǎo zhè liàng xiāngdāng yú yīgè xiǎoxíng zhuānyè chōngyìn bù de liúdòng cǎiyìn chē.
发明了这辆相当于一个小型专业冲印部的流动彩印车。
invented this mobile color printing car equivalent to a small professional printing department.
Liúdòng cǎiyìn chē yī chūxiàn jiù dà shòu huānyíng,
流动彩印车一出现就大受欢迎，
The mobile color printing car was very popular as soon as it appeared,
měi féng zhōumò, jiéjiàrì yǐjí rén duō de chǎnghé jiǎnzhí jiù máng bùguò lái,
每逢周末、节假日以及人多的场合简直就忙不过来，
and it was simply too busy on weekends, holidays, and crowded occasions.
tā zuìdà de yōushì jiùshì fāngbiàn kuàijié,
它最大的优势就是方便快捷，
Its biggest advantage is that it is convenient and fast.
bù xiàng yǐwǎng, yào děng shàng hǎo jǐ tiān.
不像以往，要等上好几天。
Unlike the past, you have to wait for several days.
Lǚyóu dànjì, cǎiyìn chē hái kěyǐ wéi xuéshēng de zhìfú,
旅游淡季，
In the off-season,
bùtóng guīgé de yùndòng fú yìn zhì gāo pǐnzhí de tú'àn.
彩印车还可以为学生的制服、不同规格的运动服印制高品质的图案。
the color printing car can also print high-quality patterns for student uniforms and sportswear of different specifications.
Cǎiyìn chē hěn kuài jiù yǒule zhīmíngdù,
彩印车很快就有了知名度，
The color printing car quickly gained popularity,
shōuyì yě chéng dìzēng qūshì,
收益也呈递增趋势，
and the income was increasing,
hěn duǎn de zhōuqí jiù shōuhuíle chéngběn.
很短的周期就收回了成本。
and the cost was recovered in a short period.
Kějiàn,
可见，
It can be seen that
chuàngyè bùshì dǔbó,
创业不是赌博，
entrepreneurship is not a gambling.
chuàngyè bùnéng kào kōngxiǎng,
创业不能靠空想，
Entrepreneurship cannot rely on fantasies.
nénggòu zhǔnquè yùcè shìchǎng de qiánzài xūqiú,
能够准确预测市场的潜在需求，
It can accurately predict the potential demand of the market
jùyǒu chāoqián yìshí,
具有超前意识，
and have a sense of advancement,
shì jīngyíng zhě bì bèi de sùzhì.
是经营者必备的素质。
which is a necessary quality for operators.
Gǎibiān zì “jīngshāng jiù zhè jǐ dào”, biānzhù: Wángyǒngxīng
改编自《经商就这几道》，编著：王咏星
Adapted from "Several Ways of Doing Business", edited by: Wang Yongxing
Full Translation
Having an insight into business opportunities
People who have repeatedly started a business but failed miserably often want to know, are there any tricks to starting a business?
Of course, the trick is to start a business without blindly, but to capture business opportunities in accordance with market rules. The replaceable razor invented by Mr. Gillette in 1903, the instant noodle invented by Momofuku Ando in 1958, and the canned eight-treasure porridge invented by the Qi Shichuan brothers in 1992 have all been popular in the market and brought a considerable amount of wealth to entrepreneurs, successful cases tell us: Entrepreneurship must be based on market demand, this is an eternal truth, as long as you follow this rule, there is no reason to be unsuccessful.
With unique insight, looking for opportunities
market demands are everywhere, but they are often overlooked. Businesses that others do not find or disdain to do often give birth to opportunities. For example, at the New Products Expo, Mr. Wang saw a small machine called a "battery analyzer repairer", which was used to repair mobile phone batteries.
The normal lifespan of mobile phone batteries is 5 to 6 years. In fact, everyone’s batteries are not so durable. They often break after one year, and it is very expensive to replace them with new ones.
The so-called broken, it is just that the chemical substance has deposited on the insulating layer. The Americans discovered that under certain conditions, it can be restored to the original state, so they invented this kind of machine. Mr. Wang spent 40,000 yuan to buy this machine that can repair the battery like a magic trick. After that, I rented a counter in a shopping mall and charged 50 to 70 yuan for repairing a battery.
The rent and taxes were deducted. The monthly income was tens of thousands. The cost was easily recovered within two quarters. A business like this, even if it encounters inflation, will not affect him in the slightest. However, if you have no vision, you will not see business opportunities; if you are mediocre thinking, you will not find business opportunities; as long as you are diligent, the market is in your hands.
Capture business opportunities from competitors' product defects
Researching competitors to find out the weaknesses of their products and marketing
is one of the effective ways to capture business opportunities. At that time, most of the booming bubble gum market in Japan is monopolized by Lauter. Esaki wanted to expand its business in this area, so it set up a team to study Lauter's products in order to find market gaps. The research results found that Lauter products have four shortcomings:
First, the bubble gum market for adults is expanding, and Lauter's eyesight still stays on children;
Second, Lauter's products have a single taste, and the needs of consumers are increasingly diversified;
third, Lauter's bubble gum looks old and lacks new styles;
fourth, Lauter's products are priced at 110 yen, and have to pay 10 yen coins when buying, which is not convenient for buyers.
So Ezaki Company boldly made a plan, designed products based on the consumption needs of adults, and formulated corresponding marketing strategies. Soon, four functional bubble gums were launched:
1. The driver uses bubble gum to eliminate the driver's sleepiness with strong stimulation.
2. Bubble gum for communication. After chewing, it can clean the mouth and eliminate oral odor.
3. Bubble gum for sports, containing a variety of vitamins, is conducive to eliminating fatigue.
4. Relaxed bubble gum, by adding chlorophyll to change people's bad mood.
While the product is delicious, the packaging and shape are carefully designed, and the price is divided into 50 and 100 yen. Ezaki's products are high in quality and inexpensive, with unique flavors. Not relying on advertisements, after the tasting, consumers are buying enthusiastically, the market demand is exploding, and the financial income is also growing.
This is the market, as long as you study the market carefully, carefully study the needs of consumers, carefully study the pros and cons of the market products, and make some partial improvements to the deficiencies of the products, you are likely to be recognized by consumers; the more thoughtful you are for consumers, the more generous they will be to take care of you.
Seek business opportunities from the potential needs of the market
In a sightseeing area in Taiwan, a mobile color printing vehicle attracted everyone's attention. Tourists can print photos nearby, and print their favorite patterns and portraits on souvenirs and textiles a unique travel souvenir. The inventors of the mobile color printing car are the two brothers of the Zhou family. The older brother is a car repairer and the younger brother is a photography enthusiast. Taiwan's economy has transformed, and tourism has become a pillar industry of Taiwan's economy. The brothers found that the traditional color printing method is too old to compare with the needs of tourists. Which tourist can wait for several days to develop the photos?
So the brothers worked together and used their respective expertise with 500,000 Taiwan dollars as capital, invented this mobile color printing car equivalent to a small professional printing department. The mobile color printing car was very popular as soon as it appeared, and it was simply too busy on weekends, holidays, and crowded occasions.
Its biggest advantage is that it is convenient and fast. Unlike the past, you have to wait for several days. In the off-season, the color printing car can also print high-quality patterns for student uniforms and sportswear of different specifications. The color printing car quickly gained popularity, and the income was increasing, and the cost was recovered in a short period.
It can be seen that entrepreneurship is not a gambling. Entrepreneurship cannot rely on fantasies. It can accurately predict the potential demand of the market and have a sense of advancement, which is a necessary quality for operators.
Adapted from "Several Ways of Doing Business", edited by: Wang Yongxing
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