Tech Creator | Chen Guang, CEO of Ronglian Qimo: The CEO Training Manual of the Hip-hop Boys born in the 90s

After the routine greetings, I couldn't hold back a sudden question: Gui Geng?

Chen Guangxiao answered: Born in 1990-Chen Guang, 29 years old, became the CEO of Ronglian Qimo and in charge of a team of hundreds of people in 2019.

With joy in my heart, I dig deep and plan out a strategy for speeding growth for the reference of those who are concerned about growth.

The hip-hop boy who is the enemy of the ordinary

The dream comes with a growth system, and the dream chaser has clear goals and strong will
Speaking of Versailles, Chen Guang, starting a business and making money, are all means for him to run toward his dreams. The love of street dance that he has in his heart since middle school has not been cold.

At the beginning of the century, Chen's mother entered Beijing to start his own business. Chen Guang spent his junior high school time in Beijing. Among the many trendy elements of the chaos, Chen Guang alone fell in love with street dancing at first sight, and became a professional dancer after hard training. .

In high school, Chen Guang was ordered by his parents to return to his hometown to prepare for the exam. In front of him was the high-pressure and boring study life day after day, and his heart was a growing love. Seeing that the college entrance examination was approaching, Chen Guang decided to drop out of school and start his own business to build his own hip-hop studio brand.

As you might expect, the ending... "At that age, it was too difficult to get things done."

In the end, Chen Guang, who had almost no preparation, had to take the college entrance examination naked. The volunteer list was filled with all computer majors. “Schools don’t care and don’t accept adjustments. It is said that the Internet is the future. Only by solving financial problems can you pursue the dream of dancing.” . Chen Guang was very satisfied with the results of the college entrance examination. Not only did he get what he wanted to enter the computer department of a certain school, but this school is also a famous street dance school in the country.

Dream chasers often have extraordinary energy. Chen Guang has two blossoms in the field of programming and street dance: dancing, and observing that there are many popping (mechanical dance) gods in the community, so he "strategicly" focuses on the development of Breaking, and pays the price of injury. The only B-BOY in the current session and took advantage of this differentiated advantage to become the leader; programming, with firm and clear goals, "to learn what is useful for work", and all weekends and holidays are used to participate in various programming training classes.

Chen Guang, the origin of his growth, was neither a scholar nor a genius, but his dreams drove him to look for opportunities and accumulate resources eagerly, with a clear goal to build the territory of his life, and he was willing to pay far beyond ordinary efforts for this. Early on he showed two characteristics that determine his growth height in the future: first, he sets extremely high standards for himself, and he has a strong sense of dislike for "ordinary" and "average"; second, he has the charm of being a role model. Since his beginning, Breaking has been in the dance company. When he graduated, there were dozens of B-BOY and B-GIRL.

Three years later, with mature IT technical ability and management practice ability, Chen Guang went to Beijing for the second time to pursue his dreams.

Choose> Effort X
Choose the right + hard work√

Chen Guang’s growth model: differentiation + super-intensity learning + self-requirements higher than others' expectations
In 2012, the mobile Internet was in full swing. Chen Guang, who regarded work as a prerequisite for realizing his dreams, once regarded Internet companies as the first choice in the workplace. However, when a large number of offers are in front of them-"Internship offers with a monthly salary of 2000+ In particular, it is difficult to become a regular employee.” He was just in his senior year, but he was lost in thought: How to choose to make himself realize his dream faster and more efficiently?

He thought of the day he joined the dance troupe. He saw the long-established Popping predecessors, and he was hard to beat his talent and hard work. Only when he differentiated and did nothing for others, he could overtake the car in a corner and come from behind. .

Chen Guang chose a ToB software company that was unpopular at the time among many offers. On the first day he joined the company, he realized that he had made a correct decision: "Beijing has a well-developed IT industry, and a small company’s programmers are worth it. It’s even harder to go to a big factory if you’re called a technology leader. In addition, ToB companies face complex and changeable needs, and I can get more opportunities.”

If there is a gap in technology, just gnaw two technical textbooks a week, and constantly make up for it. Leaders give tasks, they work hard, not only to complete the list of requirements, but to eat and go to the toilet are thinking about whether there are other supplementary needs for this matter. Strive to exceed the expectations of his boss every time...On the day he got his graduation certificate, Chen Guang received a regular offer.

Two years later, the direct leader and a few friends decided to leave their jobs and start a business, and asked whether Chen Guang was willing to join the company. Once the key life choice was before him, Chen Guang gave an affirmative answer without hesitation, "Compared with the precious opportunity of accelerating growth, the risk of entrepreneurial failure is not worth mentioning."

In 2014, Qimo (later accepted Ronglianyun investment and renamed Ronglian Qimo), whose name implies seven entrepreneurial teams and positioned as "Cloud Customer Service SaaS", was established. Chen Guang was 24 years old that year.

Build influence on the backbone of the strategy

Is what you are doing related to strategy?
Not every founding member can grow into a core person. Some people stop at the foot of the mountain and some stop at the mountainside.

As the youngest partner of the team, Chen Guang's initial role was only in technology. However, during the rapid growth of the company, he has repeatedly made major contributions to the strategic level and has continuously proven his ability to lead Ronglian Qimo to continue to grow.

One of the early credits was the successful signing of a strategic customer that pushed Ronglian Qimo to a whole new level: Didi Chuxing. The founding members of Ronglian Qimo are mostly of technical background, and they have limited support for frontline sales in the initial promotion work. Chen Guang has the characteristic of "I will take care of the loopholes and no one will take care of it", and he is also naturally extroverted. , He is good at observing personality, he can always accurately capture customer needs, and use the words that customers can understand to accurately deliver solutions.

At that time, Didi encountered several social incidents with huge impact and urgently needed to create a communication solution to protect the safety of passengers; Ronglian Qimo has the ready-made private communication technology accumulation, but in the face of Didi’s “urgent use + super high With the complex requirements of "concurrency + deep transformation", the difficulty of completing an order is still comparable.

Chen Guang realized that this was an excellent opportunity for Ronglian Qimo to rise, and took on the important task of tackling tough issues: on the technical side, organizing R&D resources, while coping with the short-term pressure of the POC in just a few weeks, and at the same time formulating a complete structural transformation plan. In order to meet the needs of Didi; the business side, from the early contact to the formulation of the plan, coordinated the resources of the operators to obtain the number in the national network...The effort paid off, and Ronglian Qimo succeeded in the fierce competition.

However, this is only the beginning of the pressure. Ronglian Qimo didn't think about it at the beginning of its business. He had the opportunity to serve a giant customer like Didi early on. Therefore, he did not focus resources on the underlying structure, which led to the beginning of cooperation. Concurrent accidents continue, the R&D team needs to fully reconstruct the bottom layer while providing uninterrupted services; at the same time, because the service itself is based on a large number of external resources (such as operators), many problems cannot be solved independently by Qimo.

Customers may not be gods, but big customers must be. They said that if there is light, Chen Guang must change light: Internet tycoons will directly complain to Cheng Wei when they can’t get a car. When the pressure is passed to Chen Guang, it has been overwhelming. The problem must be resolved immediately; the passenger has no signal in the basement and the order skips, Didi will count it as a call loss, and the responsibility will be assigned to Ronglian Qimo. While Chen Guang must coordinate to solve the problem, he must strive for reason; 15 The ultra-high pressure demand of 100,000 numbers to be opened in 7 cities within a day, Chen Guang just mobilized all resources to resist and complete the task on time... "At that time, it was very stressful. It was common to call at 3 o'clock in the middle of the night. Afraid of rain, the system will collapse when it rains. I wish I could hang a house of sunny dolls."

Having survived the days of "countless hair loss ("Kechuangren" said it can't see it at all)", with the smooth commissioning of the new structure, the continuous improvement of the service system, and the maturity of customer service, the cooperation between Ronglian Qimo and Didi has entered Stationary period. This benchmark case has enabled Ronglian Qimo to rise N steps from its popularity to its business volume.

The tiger will die on the battlefield, the superintendent stands in the court

Responsibility is a good thing, but communication cannot be ignored
In the process of growing at the speed of light, Chen Guang inevitably paid some price for his youthful vigor. As mentioned above, Chen Guang is the kind of character who finds a problem and opens up a big move to charge and fight. The advantage is that he is quite responsible, and the corresponding disadvantage is the lack of a sense of boundary.
In the early years, the sales team of Ronglian Qimo has been lacking a mature pre-sales support system. Chen Guang discovered a researcher with great potential in his own technical team who understands both technology and expression. What is even better is this colleague. He also has the character of being a good teacher. Chen Guang specially set up a pre-sales department for him, authorized this person to build a sales support system, sort out sales needs, cultivate customer scenarios, and empower the sales team in all aspects from product knowledge to business skills to solutions.
Ronglian Qimo is well-known in the industry for its considerate and mature service, which is not unrelated to Chen Guang’s wonderful operation, but there are different voices within the company, such as "being out of the limelight", "no rules", and "beyond authority". The rumors are gradually rising, Chen Guang, who just wants to get things done, disdain to argue with him, and simply ignores it.
But when the core team started a serious discussion about this, Chen Guang realized that he could actually handle it better: "My personality is that I can talk about things with customers, but I can’t talk about feelings with my family and friends. Mouth, for my trusted comrades, I don’t want to explain too much, but you can think about it in another way. Don’t you say how do you know why you are doing it and to what extent? No matter how you pursue it correctly, others will be with you. As information is asymmetry, you should still initiate communication on your own initiative."
In the cycle of diligence and introspection, Chen Guang has gradually grown from a fierce general to a handsome talent. In 2019, after discussion by the senior management of Ronglianyun, the 29-year-old Chen Guang was officially appointed as the CEO of Ronglian Qimo.

Fully succeeded and achieved rapid growth in performance in 3 years

Insight into the crisis behind the growth and lay out the second curve
Since 2019, when Chen Guang took over Ronglian Qimo, his performance has grown from tens of millions in 2018 to nearly 200 million in 2020. Behind the brilliant performance are deep insights and accurate judgments of market trends, as well as timely adjustments to sales strategies and resolute product forms.
At the beginning of the 2020 epidemic, Ronglian Qimo was anxious. Pillar industries such as tourism and travel were greatly affected by the epidemic, resulting in a decline in Ronglian Qimo’s performance and income. But soon afterwards, greater opportunities followed: customers in the education industry actively asked for help, "Customer service could not go to work, request to open remote seats", a leading short video company using self-developed customer service products urgently added 3,000 seats to achieve remote Customer service...As a mature customer service SaaS product, Ronglian Qimo easily meets the urgent needs of such customers for remote and remote seats, and its market share has risen sharply.
After forming the strategic judgment that “the epidemic will greatly accelerate the cloud migration process of the customer service industry”, Ronglian Qimo decisively adjusted its sales strategy and took the lead in building a set of zero-code platforms in the industry, which greatly widened the boundaries of delivery capabilities, and finally reached the end of the epidemic. During this period, the industry miracle of sales growth against the trend was achieved.
However, when the market side announced the victory, Chen Guang turned his attention to the customer service track. "The call center track is shrinking, and the smart customer service track is rolling. After the shuffle, there are only three or five players left. But it is very fierce, and the homogeneity of products is serious. I have been thinking about it for a long time, thinking that the current technology level and market volume have reached the bottleneck, and no more investment can achieve exponential growth."
In the second half of 2020, Ronglian Qimo launched a strategic transformation, and the zero-code platform deployed in advance became the X factor of this strategic transformation. In only half a year, Ronglian Qimo created a set of "delivery aggregation management + SCRM management" +Marketing Fission Management" full-link marketing product-Juke Global Marketing Cloud.
In April 2021, Ronglian Qimo officially announced the upgrade of its brand positioning, from "smart customer service" to "enterprise marketing and service full-link solution provider", and the marketing SaaS track ushered in a fierce competitor.

Dialogue with Chen Guang, the thinking behind the second curve

CEO’s business anxiety, what exactly do customers need...
Technologist: Ronglian Qimo uses the words "brand positioning upgrade" in its PR manuscripts. Generally speaking, positioning means focusing, but Ronglian Qimo extends its positioning from intelligent customer service to the complete marketing link. Based on what kind of thinking?
Chen Guang: I think the growth path of To B companies is not the only one, and one of the proven ones is to start from the local area and upgrade to the family bucket service at the right time. The global giant Salesforce on the CRM track is a similar development trajectory. . When analyzing the transformation strategy, we noticed that competition in the domestic CRM market is indeed fierce, but there are problems such as incomplete service support from a single manufacturer, information islands caused by the purchase of 5 to 8 products, and insufficient coverage of customer scenarios. Every problem Both represent an opportunity, and the accumulation of several opportunities is sufficient to constitute a differentiated advantage.
Brand positioning is not brainless segmentation, but to establish differentiated advantages based on competitive relationships. Ronglian Qimo's full-link marketing product differentiation advantages are relatively clear: aggregation (also supports single-module procurement, users can always follow the development of the company Increase or decrease of services), and a more complete and comprehensive scenario value.

Technologist: Why can Ronglian Qimo complete the research and development of marketing full-link products in a short time?
Chen Guang: First of all, Ronglian Qimo has a certain accumulation in CRM, because there were many customers who needed similar product support before. In addition, in 2020, we are determined to build a zero-code platform MoPower. This platform not only serves as a mature product for external sales, helps customers easily build business systems, but also greatly assists Ronglian Qimo's internal product development.
Of course, I have also noticed that the zero-code platform is still in the early stages of development at the commercial level, and Ronglian Qimo will regard MoPower as a strategic product long-term layout.

Technologist: What is the sales strategy of this product of Juke, and what proportion does the repurchase of regular customers occupy?
Chen Guang: We are very clear that the target customer group of this product is not the same as the existing regular customers. The reason is simple. Most of the beneficiaries of the customer service system do not undertake KPIs in the marketing field. To B sales must find support. The person in charge of the corresponding KPI.
Although cloud customer service is one of the key links of full-link marketing, the business capability models and work goals of the two are fundamentally different. In fact, this also caused me trouble. Before I made up my mind to enter the full-link marketing track, I learned about the marketing field for a long time.

Technologists: This is an interesting topic. The leaders of To B companies that have grown up on the technical side, lack of business understanding, make it impossible to accurately judge the development and trends of the industry after a certain stage of development, fall into business anxiety, and innovate business The ending is often tragic after being handed over to others. Don't you have similar worries?
Chen Guang: I have a deep experience, and I have seen company founders recruit industry experts to be responsible for innovation, and review the code with the development team. Recruiting big names in the marketing industry to join is a prescribed action to expand business boundaries, but I will treat them as teachers to help me get started or even master the industry. At least they must learn to "accurately capture industry variables". Full understanding of the basic knowledge and a high degree of attention to the cutting-edge information of the industry.

Technologist: The To B marketing service track is definitely in a red state. With such fierce competition, in addition to breakthrough innovations on the technical side, how much room for innovation is available on the value side of the scene?
Chen Guang: I think there are still many scene pain points that have not been satisfied. For example, all customer management systems on the market have private domain tools. But what are the pain points of customers? They can't even find seed users, so what do they buy private domain operation tools for?
Juke, as the name suggests, must first solve the problem of customers obtaining public domain traffic. The Juke Smart Investment Module integrates multi-terminal public domain traffic entrances to help customers get the best delivery results with the most economical investment, timely and unified management of clues, and provides various intelligent service modules, such as smart bidding, to ensure large search Core keywords reach an ideal ranking; for example, our housekeeping smart customer service helps customers obtain customer leads 24/7. There is a customer called "Do Shuangshuang". After the use of Gathering, new customer leads will be added in the middle of the night. The daily average is above 100, which is a pure increment.
There are many similar scenarios. The philosophy of Ronglian Qimo is to unconditionally start from the pain points of customers and solve their real problems, instead of showing off the many technical solutions and the fancy fission tools.

Juke-Global Marketing Cloud

1. Clue acquisition
   Provide omni-channel customer acquisition services, realize omni-channel user information acquisition and integration, and create a true full-link lead data platform for public domain traffic and private domain traffic for enterprises.
2. Cultivation and transformation
   Powerful user behavior tracking capabilities provide sufficient, real-time sample support for data analysis, and use SCRM and marketing automation technology to conduct a 360-degree comprehensive analysis of users, establish a complete user profile and user tag pool, and facilitate businesses to grasp the user’s mind , And then realize exclusive marketing interaction and precise promotion.
3. Private domain and fission
   Provide customized services and content based on user characteristics, promote private domain users’ purchase conversion, and strive to integrate product efficiency; use user tag pools to accurately screen intended users, guide user communication through marketing tasks, and use users’ strong social relationship chain to achieve low Cost, high explosive growth in customer acquisition.

Technologist: Can Juke be regarded as the second growth curve of Ronglian Qimo?
Chen Guang: Yes, we have been trying to do a good job of gathering customers in the past two or three years, because corporate WeChat is an outlet, and this window period must be seized. In addition to basic functional service support, smart strategy at the strategic level contains greater business opportunities. We will try to establish an intelligent program that can help companies formulate marketing strategies based on sufficient user data and rich user tag portraits.
Marketing is the eternal topic of business and the eternal pursuit of enterprises. Ronglian Qimo will continue to provide customers with innovative services.

· end ·

Past guests (part)
Vipshop Co-CTO Lu Pengjun, Weibu Online CEO Xue Feng, former Heytea CTO and Wige Watch CEO Chen Peilin, Rongyun CEO Han Ying, Shence Data CEO Sang Wenfeng, DataVisor CEO Xie Yinglian, Zoho China CEO Hou Kangning, Easy Express CEO Ma Chunquan, Worktile CEO Wang Tao, CreditEase CTO Xiang Jiangxu, Polyway Chairman Xie Xiaofang, Meihua Venture Capital Founding Partner Wu Shichun, Star Han Capital Founding Partner Yang Ge, Yuanwang Capital Founding Partner Cheng Hao, MegaEase CEO Left Ear Mouse, PerfMa CEO Li Jiapeng, Caishixian CTO Qiao Xinliang, Fanxiang Customer CTO Lin Song, PingCAP CTO Huang Dongxu, Know Chuangyu CTO&COO Yang Jilong, TDengine CEO Tao Jianhui, SegmentFault CEO Gao Yang, Kuaigou Taxi CTO Shen Jian