Rebirth of the Official Business Route

Kong Changhe was a soldier. In 1984, he returned to the local area from the army. He successively served as the manager of Weifang Food Company and the manager of catering service company. He turned losses into profits twice and was transferred to Qinchi Winery in 1993 as the deputy director in charge of marketing. Zhang Ke was very aware of the experience of his leaving Qinchi Winery in 1998.

Qin Chijiu won both CCTV bids, miraculously rising, and falling like meteors. It was almost the most eye-catching company in the domestic marketing profession at the end of the 1990s. Numerous case analysis reports almost required Only after analyzing the sexual orientation of the managers of Qinchi Winery were they willing to give up.

Last year at the Media Center of CCTV, Zhang Ke only met Wang Zhuosheng, the director of the Qinchi Winery, and Kong Changhe, the deputy director of marketing, and others. I can’t talk deeply about the understanding, but rather comprehensive.

There is no simple copy of history. Aida Electronics turned out to be the CCTV bidding king that was supposed to belong to Shandong Weifang Qinchi Winery in 1996.

This is a good thing for Qinchi Winery.

Kong Changhe went to Qinchi Winery in 1993 and quickly reversed the long-term loss of Qinchi Winery and brought Qinchi Winery on the fast track of development. However, Qinchi Winery's production capacity is only 3,000 tons, which is simply unbearable. The brand expansion speed brought about by the CCTV standard king effect, in the history that has happened, the Qinchi Winery brand has expanded rapidly, and its corporate management, production, sales and other links have unavoidably collapsed.

Liu Minghui has a good saying: "In the domestic business circle, there is a special soil suitable for the budding of miracles." Whether it is the first CCTV standard Wang Kongfu Banquet or Aida Electronics, its success is only useful. Business miracles can only be described. This is in line with the people's psychological desire for something beyond convention and imagination. Chinese people are also happy to see miracles happen, and these miracles are often created by endless marketing methods.

The role of marketing was infinitely exaggerated in the 1990s, shaping countless star companies that shone briefly like meteors. In the late 1990s, when people began to reflect on that era, they called it the "big marketing era".

This is closely related to the immaturity of the domestic consumer market in the 1990s. People are always prone to passively accept the information conveyed by various advertisements.

It is only 1996, and the Chinese people have not yet begun to reflect, and the role of marketing has not been exaggerated to the wildest. The miraculous success of Aida Electronics is the honey that attracts countless ant colonies.

Zhang Ke can’t take care of too many things. The madness is destined to be madness. He only wants to control the people and things he can affect. Besides, he also wants to use this madness to help his dad succeed in Xinwu. Fan career.

Kong Changhe is not from a professional class, but he is definitely a top domestic marketing expert. A person of his level does not mean how novel creativity is. The key is a strong will and a flexible personality. Kong Changhe is a very helpful person in Xinwu City to use the integration of the liquor industry to open up a new situation.

Zhang Ke said to his dad that Xinwu is going to rush out of the domestic chaotic liquor industry. If you invite Kong Changhe over, you can get twice the result with half the effort, and just leave the market to Kong Changhe in charge. What his father has to do is to control the rhythm of marketing and not to be too crazy. Kong Changhe is a fierce general who will kill the enemy and rush forward. It is easy to forget his own safety and risk his own wealth and life, so he needs one. A sensible person can control him, and the second is to fully integrate several liquor factories in Xinwu City, so that all aspects must barely keep up with the speed of brand expansion without falling into chaos or even collapse.

Although Kong Changhe served as the deputy director in charge of marketing at Qinchi Winery, and Qinchi Winery did not win the CCTV bid and is developing steadily at the established speed, it is not too difficult to hire Kong Changhe. Zhang Ke has already I already know from the information I have read that even if Kong Changhe has made such a great contribution to Qinchi Winery, his monthly salary has only risen to 800 per month after he left Qinchi Winery in 1998.

On the one hand, it is the rapid development of enterprises, and on the other hand, the meager salary of the management who has made great contributions to the development of the enterprise. This in itself is one of the contradictions that SOEs have not fully resolved in the ninety years or even the 21st century.

These contradictions can easily cause a thriving enterprise to have other serious problems due to the serious imbalance in the distribution of benefits.

The restructuring of state-owned enterprises is largely a reform of the personnel system and the distribution system.

When establishing Haizhou Holdings to solve the crisis of those difficult enterprises in Haizhou, Zhang Ke suggested that attention should be paid to this aspect. It is not necessary to "require horses to run well and not to eat grass", and first go through the internal management. Fund-raising, and then transferring the funds to shareholding channels to achieve management's shareholding, small businesses and even achieve management's purpose of controlling shares.

This trick worked very well in Haizhou. Those state-owned enterprises that were depressed were immediately activated, and quickly got rid of the difficult business difficulties, and achieved the glory of Zhang Zhixing's period in Haizhou.

Zhang Zhixing integrated the municipal wineries in Xinwu to form a joint stock limited company, and the restructuring was more thorough. In addition to the remaining management raising funds and stocks, he is also experimenting with a reward system that combines business objectives and equity incentives.

In the eyes of the Xinwu Municipal Party Committee and the municipal government, Zhang Zhixing has made the most outstanding achievements in enterprise restructuring. Jiang Shangyuan and Liu Jue are not conservative people. What's more, Zhang Zhixing restricts his actions to only one enterprise. Of course it is to provide conditional support.

Zhang Zhixing personally went to Shandong to invite Kong Changhe. Not only did he promise to give him the highest salary in Xinwu city government agencies and state-owned enterprises, but also to help him transfer his organizational relationship from Weifang, Shandong to Xinwu, East China Sea, his wife’s work and children’s schooling. They were all resolved together. In addition to the optional fund-raising, they also explained to Kong Changhe in detail the decision of the Xinwu Municipal Party Committee and the Municipal Government on equity incentives.

Kong Changhe only considered for three days, then "betrayed" his original unit, Qinchi Winery, and went to Xinwu with Zhang Zhixing.

Listening to Zhang Ke mentioning CCTV’s last year’s commercial investment conference, Kong Changhe patted his head and said, “Oh, yes, you were sitting with Aida’s President Zhou at the time. I didn't remember who it was."

Zhou You is eye-catching. It was after Singer decided that Aida Electronics won the bid, Zhang Ke deliberately kept away from Zhou You at that time, so Kong Changhe had an impression of him, but he was not very impressed.

Kong Changhe just said that, and did not continue to ask anything. In his opinion, Zhang Zhixing served as secretary of the municipal government in Haizhou before he arrived in Xinwu. Aida Electronics is a Haizhou company, and Zhang Zhixing’s son and Aida Electronics The vice president in charge of marketing appeared together at the CCTV Media Central's advertising conference. Although it was a bit strange, there was no need to make a big fuss.

Kong Changhe is not very happy; Zhang Zhixing is his current boss, but he doesn't have to deliberately fawn on Zhang Zhixing's son. Considering that his daughter is the same age as Zhang Ke, maybe they have a common language.

Zhang Ke didn't have so much time to be dumb with Kong Changhe. He will stay in Xinwu one day tomorrow, fly to Hong Kong the day after tomorrow, and drive to the provincial capital tomorrow night. He observed that Kong Changhe had a plain face that restrained his inner feelings. From his ordinary face, he could not see that his bones were filled with enthusiasm and strong will to do the market.

Zhang Ke smiled faintly and said, "Manager Kong has a very weak impression of me, but I have a deep impression of Manager Kong. Otherwise, I would not encourage my dad to go to Shandong to invite Manager Kong..."

"Huh?" Kong Changhe opened his mouth in surprise. He has always been wondering why Zhang Zhixing, as the vice mayor, would go to a winery in a county in Shandong to invite himself? Kong Changhe knew that he had a lot of money. Although he had made some achievements, he was far from reaching the point where he was famous. Seeing the faint but sly smile on Zhang Ke's face, Kong Changhe thought to himself : How deep can this boy know himself?

Qin Shuanghua, who was sitting in the front row, also turned his head. Could it be that the Deputy Mayor Zhang’s office has offered so many special treatments to invite Kong Changhe from Shandong Province, just listening to his son’s introduction? It would be too trifling to run a business.

Several people left the winery in two cars. When Liang Gezhen drove Zhang Ke and the others to the winery, he left the car for them. Now Fu Jun drove Zhang Zhixing and Zhang Ke, and Zhang Zhixing drove Qin Shuanghua and Kong Changhe again. Yang Yun and Liu Minghui ride in the car transferred to Zhang Zhixing by the city government. Kong Changhe and Qin Shuanghua originally meant to communicate with Yang Yun and Liu Minghui, but they couldn't refuse Zhang Zhixing's kindness. It seems that in Zhang Zhixing's eyes, Yang Yun and Liu Minghui are not regarded as distinguished guests.

Zhang Zhixing hugged his chest and smiled faintly. Talking about Kumho and Aida Electronics is always unbelievable. He said softly: "Before making decisions, Aida has conducted certain research on potential competitors, especially Qin Chi reported the second highest price after Aida at that time. Aida also deliberately analyzed the Qinchi Winery carefully afterwards, and was afraid that Qin Chi would make any special actions this year..." This was given by Zhang Ke. He must give a reasonable explanation.

Kong Changhe smiled and said, "I couldn't compete last year, and I have no hope this year. Last year was a hidden bid. This year I made a clear bid. Who knows how far the bid king's price will be?" In the electronic field of vision, he is still a little strange: What is the overlap between Zhang Zhixing’s son’s instigation and Aida Electronics’ market research report?

Qin Shuanghua was even more puzzled. The things Zhang Ke provoke in Xinwu this summer, he thought he knew very well in his heart, and he couldn't say any special feelings. The princes of Ya Nei were nothing more than the virtues, and the direct consequences of those incidents were in Xinwu. In addition to stabbing such a big basket, Zhang Zhixing also established sufficient authority when he first arrived in Xinwu.

This is the first time Qin Shuanghua has seen Zhang Ke himself today. His gentle appearance, or a little too handsome, not much conversation but also very decent, somewhat deviated from the impression he had formed earlier, it was this dude who was in front of his old son. Maybe he’s disguised. Just like Luo Guiyuan’s son, Luo Wen, his predecessors and descendants are still pretty. Who knows that there will be such a person behind him. Now that the crackdown period has passed, he will be sentenced to his behavior. Rogue, shooting ten times eight times is not too much.

Qin Shuanghua was originally the operating director of Xinwu Jinling Distillery. Jinling Distillery is only a small county-level factory with an annual output of 2,000 tons of liquor. Xinwu is the most important liquor producing area in the province. Five counties and one city have the largest wineries with larger output than Jinling Winery. The most profitable winery is not Jinling Winery, but the city has been vigorously supporting and even stipulating how many bottles must be consumed by each bureau Jiangchun Winery.

Jinling Distillery is not large in scale, but has the strongest profitability. Judging from some of the measures Qin Shuanghua has taken in Jinling Distillery, Qin Shuanghua is not only a person with great ideas but also great execution ability. When the liquor factories in Xinwu City were still fighting in the low-end liquor market, Qin Shuanghua took the lead in deciding to get out of the chaos of self-mutilation of low-end liquor. Medium and high-end liquor.

Zhang Zhixing decided to ignore the differences in administrative levels and directly selected Qin Shuanghua as the general manager of the newly established wine company. For this reason, the former Wangjiangchun winery director who had the most opinions in the city was transferred to the Municipal Light Industry Bureau as the deputy director. From this point of view, Zhang Zhixing at least has an appreciation for Qin Shuanghua.

"I want to explain the price of the new year's bidding king?" With a gentle smile on Qin Shuanghua's face, he guessed: "This question should be asked to the person in that car. Aida should continue to win the CCTV bid for next year. King..."

Zhang Ke naturally didn't know what Qin Shuanghua was thinking, because the expression on his face was still gentle and kind. People in their 30s and 40s have to work with the agency first, and then transfer to the management of the enterprise. There is still some care for this. Zhang Ke's eyes are not as vicious as Xu Hongbo, and he can't see through people's hearts at a glance. Even if I can't see it through, I can guess how Qin Shuanghua thinks about him. This was originally the appearance he showed to officials above the middle level in Xinwu City this summer.

Zhang Ke glanced at the car in which Yang Yun and Liu Minghui were sitting outside the car window, and said with a smile: "This year's CCTV standard king should be very popular. Aida has put out a budget of nearly 300 million yuan..."

"Haha, it's already half a year's revenue from Xinwu..." Qin Shuanghua said with a smile, but the next moment, with a smile on his face, CCTV's advertising investment conference will be held in more than ten days. This number should be This is the core business secret of Aida Electronics. If Zhang Ke was not talking nonsense at this time, the two heads of the Aida Electronics Marketing Department were in another car. It seems that there is no need to talk nonsense at all. Could it be that Mr. Zhang? The mayor’s family has an ulterior relationship with Aida Electronics?

Kong Changhe thought that even if this year's CCTV standard king could not reach this price, there would not be too much difference. Of course, he had the same doubts as Qin Shuanghua in his heart.

Looking at the huge questions on Kong Changhe and Qin Shuanghua’s faces, Zhang Ke almost took a pen to write directly on his faces, and said with a smile: "This year is too intense. It hasn’t happened yet. You can imagine that Qinchi Distillery should compete for it last year. The best time for bidding, I let Aida Electronics block the Qinchi Winery. I am really embarrassed. When I was a business, I also had the mentality of playing after learning, but I just played things too big and couldn’t stop. That's it."

Zhang Ke's meaning couldn't be clearer. Seeing the shocked expressions on Qin Shuanghua's and Kong Changhe's faces, Zhang Ke no longer felt particularly sharp, but was just a natural shock.

After Kong Changhe was shocked, he asked unexpectedly: "It is said that Aida Electronics can achieve 4 billion yuan this year. Is there any moisture in the data given by the media?"

If CCTV wants to give momentum to the new advertising bidding conference, it is natural to publicize the market miracle of Aida Electronics.

"As of September, the sales revenue was 2.8 billion. It's hard to say whether it can reach 4 billion this year."

Even if it is not achieved, it is not far off.

Kong Changhe smiled with a bitter expression. The 80 million bidding king created a 4 billion market miracle. If it were bolder then, if the county trusted them more and authorized more, the glory should be Belongs to Qin Chi.

Qin Shuanghua licked his lips. No wonder Zhang Zhixing had to leave Haizhou for a trip to Xinwu when he founded Haizhou Holding in Haizhou and was going smoothly. No wonder Zhang Zhixing didn't know how to buy luxury houses and famous cars when he arrived in Xinwu. However, he has no covetousness for the shares of the newly restructured joint-stock company, and the equity incentive mechanism linked to business goals completely excludes him as the chairman.

When the car stopped in front of the villa, Qin Shuanghua got out of the car and looked at the three-story villa that Deputy Mayor Zhang Zhixing had just bought when he arrived in Xinwu. He laughed at himself and thought: People are not rare at all, follow. Such a leader, at least, will not have particularly serious selfishness, and the level of work is also there. Haizhou Holding’s restructuring cases have been referenced by Xinhua.

Zhang Ke pushed the door into the room, and he smelled the rich fragrance. Aunt Wei counted the time and almost prepared all the dishes for the dinner.

The dining room is probably the most important social occasion for the Chinese. After a short break in the living room, I went directly to the dining room. Qin Shuanghua looked around, took a visual inspection, and said, "Mayor Zhang’s restaurant is comparable to my house. NS."

Zhang Zhixing smiled and said, "It's usually empty here. We all eat in the small room next door. Otherwise, with such a big table, the two of them are sitting opposite each other, and they are struggling to talk."

The twelve-meter-long oak table. The two sat opposite each other. It was very difficult to talk. Fortunately, everyone was sitting on both sides. It was very Western-style. Zhang Ke was worried that Aunt Wei was not good at handling Western food and smelled pure. Scent, according to his mother, Aunt Wei also specially learns crafts from the chef of Century Kumho Hotel on weekdays.

I showed my identity in the car, and when I went to the dining table, I went straight to the topic. Zhang Ke said: “If you put together a few liquor factories in Xinwu City, whether it is appropriate or not, my dad is still a little worried and thinks about it. For a long time, I also made some suggestions. First of all, the reorganization should focus on the three liquor factories of Wangjiangchun, Jinling and Yunchijiao. The most unwavering perseverance, but Wang Jiangchun’s performance is really not on the stage. I think President Qin must have such a complaint: If Jinling can get such a big support from the city, don’t say that it pays hundreds of millions of profits and taxes every year. There is still no problem with twenty or thirty million," Zhang Ke raised his head and glanced at Qin Shuanghua who was sitting across from him, and asked with a smile, "Did President Qin ever complain about this before?"

Qin Shuanghua smiled. After knowing the truth in the car, the young man under the age of twenty was completely shocked in his aura. It is difficult for one person to evaluate another person's evaluation of the external factors such as wealth and status. Completely separated.

Zhang Zhixing said: "Lao Qin can't have such a complaint now, it's a small loss."

It is true that Jinling Winery is only a county-level enterprise, and Qin Shuanghua’s administrative level is only at the sub-division level. Zhang Zhixing was concerned about the huge gap between administrative levels in Gu Guoren’s thinking, and only after a few limited time conversations, he was promoted. To the position of the general manager of the wine company.

Qin Shuanghua said gratefully: "The only appreciation for Mayor Zhang is the eight characters of'work hard, die and die.'"

"Don't say these nice things. If the wine company is not well run, it will be useless if you die and you will survive. Without me, there will be a lot of people who want to kick you back to stay where you were. You are in Jinling. The winery was formerly owned by the Xinchuan County Government Office, right?" Zhang Zhixing turned his head and said with a smile to Kong Changhe. , The battle is over, you don’t have to learn from Qin, and you just sigh with me: “Mayor Zhang’s restaurant is as big as my house.” When you create huge wealth for this society , You should also enjoy the wealth you created. As long as you make a contribution and live a decent and dignified life, you deserve it." Zhang Zhixing’s last sentence is probably a series of state-owned enterprise distribution systems he promoted. The most fundamental manifestation of reform.

Zhang Ke also said: "Wangjiangchun has production capacity, but it has no benefits. Jinling's current benefits are not bad. The management is also different from the chaos of ordinary domestic state-owned enterprises, but it is far from enough..." This sentence, Qin Shuanghua will naturally have full of opinions, but in front of the people who founded the most eye-catching enterprise in China, no matter how young the other party is, the value judgment system of this society has always been based on success. The degree to judge a person’s weight.

"...Wangjiangchun has production capacity, and Jinling has fairly good management. Yunchijiao wine seems to have nothing. The annual output is only about 1,000 tons. The management is also very chaotic. The default is already very reluctant," Zhang Ke smiled and said, "After the restructuring, the name of the liquor company is not named Wangjiangchun or Jinling. Instead, it is renamed Yunchi Liquor. I strongly recommend this. Yes, the reasons behind it, have President Qin and Manager Kong ever had any doubts?"

Kong Changhe said: "Domestic wine culture has a long history. There is wine culture, and naturally there is cultural wine. The history of Yunchijiao Winery can be traced back at least to the brewing workshops during the Qing Xianfeng period. It needs a certain cultural background."

Zhang Ke nodded, perhaps in another time and space, in a history that has already taken place, Kong Changhe did not think about the liquor market in the mid-1990s, and the expansion speed of the Qinchi brand did not allow him to stop at all. To think about too many things, even if he did something, his personal ability could not reverse Qin Chi's frantic pace.

“Not only can it be traced back to the Qing Xianfeng period, but the winemaking history of Xinwu can be traced back to BC. There are historical relics on Tianyun Mountain. Why can’t it be added to Yunchi Wine? For the liquor market, it may be more appropriate to describe it as'advertising liquor'. I carefully analyze the endless marketing methods in the liquor market, which are messy and purely for the purpose of increasing popularity. There is no core theme that can improve consumer loyalty. Of course, in the domestic market where the concept of consumption is still immature, wide-ranging announcements also mean greater sales. Consumer groups lack reflection. People are also watching the ads with relish. It seems that the intensity of advertising How big is the market. This immature market also has a distinctive feature, that is, once the intensity of advertising is slightly weaker, sales will also decline. Kongfu Banquet is a clear case. Last year, they won What is the sales volume of the first CCTV bidding king? This year, they handed over the CCTV bidding king. What is the sales volume? Yunchi liquor industry must seriously think about this phenomenon if it wants to rise in the liquor market...I think even Qin Chi won this year’s CCTV bidding, with a lesson from the decline of the Confucian family banquet, he will probably also desperately fight for next year’s CCTV bidding. In this case, how much market cost must be paid in the marketing link to maintain At the current scale, how much profit can be shared in the end? All these need to be considered. From the marketing perspective, extracting a core theme that can increase consumer loyalty to carry out a series of marketing activities will be effective I was thinking about the marketing theme of Yunchi Liquor Industry in August to prevent excessive flooding and appearing disorderly and ineffective advertising investment. The answer is why I insist on suggesting that the restructured Liquor Industry Company be renamed Yun. Chi Winery. The name was changed to Yunchi Winery instead of the full name'Yunchijiao' wine, in order to make a big fuss with the wine history of Yunchijiao Wine for hundreds of years, and to avoid the same name as Yunchijiao Wine. This low-end wine, which has a certain influence in Xinwu, is linked together. At present, the integrated Yunchi wine industry has a production capacity of 20,000 tons, and it also integrates several low-end liquor brands in Xinwu. Of course, it cannot be fattened by one bite. Liquor companies must survive first, and they cannot stop the production of low-end liquor before the market is developed. I want to continue to launch low-end liquor in Xinwu with brands such as Jinling and Wangjiangchun. At the same time, Yunchi The focus of the wine industry is to directly pry into the mid-to-high-end liquor market with Yunchi liquor..." Zhang Ke talked about whether he wanted to converge or not. For advertising, I give six words. These six words are "new technology, new life". Whether it is cryptic or unobtrusive, Aida's advertisement is to tell consumers that Aida is doing it. Chinese people are working hard for a higher quality of life. At least the current work of the Aida Electronics Marketing Department is not bad." Zhang Ke looked at Yang Yun and Liu Minghui with special appreciation~www.wuxiaspot.com~ and turned to look at Qin Shuanghua and Qin Shuanghua on the opposite side. Kong Changhe, "The theme of Yunchi Wine should be What is it? Manager Kong just said, "Domestic wine has a long history, there is wine culture, and naturally there is cultural wine." I think it is completely on the point. You can see that Yunchi Wine Industry also uses six words for marketing. The policy may be good, these six words are'wine culture, cultural wine'..."

In another history, liquor companies such as Kongfu Banquet and Qinchi won the CCTV bid for three consecutive times, prompting the domestic liquor industry as a whole to enter the era of great marketing, specifically in the liquor market, also known as the "advertising liquor" era, Qin Chi and Kong The decay of government banquets has forced those domestic business elites to seriously reflect and absorb their lessons. Only when the liquor industry has a "cultural wine" era with "wine culture" as its marketing appeal.

Too many companies are dying. Zhang Ke might think that this will prompt Chinese people to think and learn more experience and lessons, but he never hopes that the lessons will happen to Yunchi Wine Industry, so he wants to help Yunchi Wine Industry. The marketing direction of the company is in the right direction all at once. Of course, marketing is only a small aspect of a company. Regarding other aspects of control issues, both his father and Qin Shuanghua have enough experience. Needless to say, Zhang Ke even appreciates the conservative shadow of Qin Shuanghua’s personality. At least he will not let Yunchi Winery. Special leaps and bounds in the marketing link, resulting in uncontrolled collapse of other links.

(To be continued) ()