Three young men go out together in search of fortune. In a remote mountain town, they found a big, red, sweet-tasting apple. This quality apple is sold very cheaply here.

The first boy looked at the apples, his eyes shining. He immediately bought ten tons of the best apples, shipped them back to his hometown, and sold them at twice the original price. In this way, he went back and forth several times and became the first 10,000 yuan household in his hometown.

The second boy looked at the apples and thought for a moment. With half the money, he bought a hundred of the best apple seedlings, shipped them back to his hometown, contracted a hillside, and planted the seedlings. For three years, he carefully tended and watered the trees.

The third boy looked at the apples and walked around the orchard for days. At last he found the owner of the orchard, pointed his finger under the fruit tree, and said, "I want to buy this dirt." The owner of the garden was stunned, then shook his head and said: "No, the soil can not be sold, how to grow fruit?"

He bent down on the ground and picked up a handful of dirt, pleading, "I only want this one, please sell it to me!" Any money you want!"

The master looked at him and smiled, "OK, you give me a dollar and take it."

He took the soil back to his hometown, asked experts to test, analyze the various components of the soil, humidity, etc., and simulate the local air temperature, humidity and light. Then he contracted a barren hillside and spent three whole years cultivating and cultivating soil just like that dirt. Finally, he planted apple saplings on it.

Ten years have passed, and the fates of the three men are very different.

The boy who bought the first apple still bought it, shipped it back and sold it, but made less and less money every year, and sometimes made no money or lost money.

The second young man who buys saplings already has his own orchard, but because of the difference in soil, the apples that grow out are somewhat inferior, and the fatigue for a year depends on the weather for the annual harvest, the year is good, there are some profits in exchange for blood and sweat, and the year is not good, not only for a year, but also for nothing.

The third boy to buy the soil was also the last to own and harvest the apples. The sweet, sweet apples he grew attracted many buyers and always fetched the best price.

The story is a reality, and they have many of the same lessons for us in cross-border logistics.

The first: go it alone, rely on the relationship to eat, the boss personally shirtless, on the wine and meat maintenance, dedication to the next family, see is only the length of time, uncontrollable customs clearance factors in countries become the crucial restriction point of annual income, or high or low, or light or dark, life and death;

The second: special collection of heating. When your product does not have an absolute advantage [the standard of absolute advantage is: the top three in similar products, the fourth almost no one remembers you], then the peer is a bitch, when you hold high the price butcher knife, low price fight blood to take the flow of goods. Peers will wear a bright coat printed with "like" words, silently sodomizing your profits. Their bones will always pursue only one belief: the price, there is no lowest, only lower. The slightest mistake, or you raise the price, you're left with a lot of blood.

The third: See through time and space, choose good soil, plant a full sun, rain and dew full of seedlings. While making money, do valuable things. So vision determines vision, vision determines achievement!

The business world, can see a larger time and space, industrial structure model, and even the change of social structure model, is the strategic ability.

For example, I have a brother in Shenzhen who crossed the threshold of financial freedom 10 years ago. Now do not have any interest, only to do braised meat special feelings. He often made his private club spotless, and paid a lot of money to invite a cultural person to give his private club a name called "thin not wood". Wow, I still don't know what the name means.

But I have to say, this guy's braised pork is amazing. You can completely create a high-end private chef's prepared dish.

Some time ago, the campus prefabricated food incident seemed to make the prefabricated food become a street rat. But I think this track in the future of a larger time and space, the standard model, through the authority of strict selection of ingredients, will be able to create a greater value of prefabricated food supply platform.

Former Tencent product manager, Zhongguancun beauty Liang Ning once took Lei Jun's money to do angel round, the result a year later, Lei Jun asked her: the company still has money? She said there was ten million more. Lei Jun was surprised and asked, why is there so much money left? Liang Ning said that because this is his first business, not very confident, afraid of not having time to do the product, the money will run out. So, war feeds war. While doing tourism website, but also do some advertising company business, to help tourist cities, tourist attractions do publicity planning to earn a little money.

At that moment Lei Jun frowned and said: "Liang Ning, with your talent, if you want to do advertising, you can join any big advertising company to be the best advertising man." But you are now starting a business, to make a product. As a startup, the core resource is the CEO's energy. You should go all out and put 100% of your time and energy into making this product good. I suggest you stop trying to make such a small fortune. How much money is left? Spend it until you get it right. See if you can make it work. As an investor, I'd rather bear the loss of my capital than see you holding up a small advertising company and wasting time."

In Liang Ning's view: Lei Jun's investment concept is very clear, do things to make money, or do valuable things, there is a window period, but The Times are always changing. The hard part is to stop making money. It's like stocks have to be sold to win or lose.

The hard thing to do is to see the new industrial structure that exists in the future space and time, and then go all out to build it as quickly as possible. Strategy, allocation of resources, persuasion, persuasion, persistence, persistence, integration, integration, to the day when the structure is operational and fully covered.

So, doing valuable things, it's harder to do.

Many children's boots often ask me at the table: how can you do a company in this hot land of Shenzhen without drinking? I feel guilty, and I know that the transaminase really has no talent. Therefore, we can only rely on a passionate heart to concentrate on doing products, relying on products to win, and doing something valuable. The door that God closed, from another place to try to open a window.

Because I know this:

If a person is not running for the steaming life, then waiting for him, only the face and mentality are crushed by life. When I am stuck in a normal life, on the edge of exhaustion, the steaming soul is like a well-placed hug, a soothing word on the heart, it can guide me, how to subtly fight this boring, but also remind me that life is not always so hard.