Rebirth of the Wild Age

The new president and CEO of Jianlibao, Zhang Guodong, recently appointed a special consultant to the president, who also serves as the director of Jianlibao's brand management and planning department. This has caused various controversies from Xifeng to Jianlibao, because Zhang Guodong did not promote cadres from within, but directly introduced talents from outside to serve as middle managers.

This is nothing, Zhang Guodong actually made the decision privately and gave this outsider 0.05% of Jianlibao's dry stock.

This move caused an uproar, and some executives at Xifeng headquarters even slapped the table during the meeting, angrily accusing Zhang Guodong of wanting to stand on his own. It is obvious, there are so many go-getters in Xifeng, capable and qualified, you Zhang Guodong was sent to be the helm of Jianlibao, what does it mean to suddenly recruit someone from outside to take up an important position?

Even Yang Xin couldn't hold back, so Zhang Guodong rushed back to the headquarters immediately to accept the questioning of the company's high-level meeting.

At the meeting, Zhang Guodong had a very unpleasant quarrel with other executives of Xifeng, because he said that Xifeng's internal affairs became more and more rigid, and the phenomenon of seniority ranking became more and more serious. Especially in the area of ​​brand management and publicity, it is always impossible to escape from the old routine, and it is necessary to introduce new blood to make a breakthrough. Since the chairman has asked him to take charge of Jianlibao, then Jianlibao is up to him to have the final say, and he can reform as he wants.

When I said these words, I almost pointed at the noses of many executives and said: I am not targeting anyone, everyone here is rubbish!

In the end, Zheng Xuehong stood up to smooth things over and asked Zhang Guodong to bring the person to Song Weiyang for a look. The chairman would personally assess and decide whether the person would go or not.

Although Zheng Xuehong has already resigned from his position as coo, his influence lies there. Not only did he have many direct descendants who he cultivated by himself, but he was also an important shareholder of the company, and held a position similar to that of the commander of Jin Yiwei. He ended the unprovoked quarrel with one sentence.

Sheng Hai.

"Hello, chairman! Mr. Zhang has newly established a Jianlibao brand management and planning department. I am Zhu Xiaoming, the head of this department." Zhu Xiaoming smiled.

Song Weiyang said: "Please sit down."

Zhu Xiaoming sat down neatly, adjusted his Fujinsi glasses and said, "If the chairman has anything you want to ask, just ask. If you think I'm not capable enough, or for other reasons, I can resign immediately and leave Jianlibao with my bags."

Song Weiyang said, "Tell me about yourself."

Zhu Xiaoming said: "After graduating from university, I served as a professional manager of Goldlion Huadu Branch in 1992 and helped Goldlion sponsor China's bid for the 2000 Olympic Games. I left Goldlion in 1995 to start my own advertising company. In 1997, My personal assets were 70 million yuan. At that time, I suddenly became a big boss, and I quickly swelled up, and went bankrupt in 1999. Sohu's current Renren (alumni record), used to be called Chinaren, and I was the first batch of employees. After Sohu acquired Chinaren, I left the company to start my own business and still work as an advertising planning company. Last year's "BBK Mission Hills Tiger Woods Golf China Challenge" was planned and operated by me alone. It is the private business event with the highest fee and the most investment. I also did Coach Milu’s business development this year. Although he made a lot of money, it seems to attract more criticism.”

"Last year's golf challenge was very successful, why didn't you continue to run an advertising company, and instead came to join Jianlibao?" Song Weiyang asked.

Zhu Xiaoming said: "There are several reasons. First, I had a bit of an unpleasant fight with my partner. He is the boss of the company, and I am the vice president of the company. He has the final say on the direction of the company's development. Second, I and the president of Jianlibao Mr. Zhang Guodong has a relatively deep personal friendship. I was the one who ran Xifeng’s sponsorship of the Table Tennis Championship in 1997, and Mr. Zhang was in charge of the business meeting. Third, I am very optimistic about the future development of Jianlibao, and Mr. Zhang gave me the same conditions. It’s very generous, directly giving me 0.05% of Jianlibao’s dry stock dividend every year, and the annual salary is also very high.”

Song Weiyang couldn't help but smile, he had already heard of Zhu Xiaoming's name long before crossing.

This person is one of the "Top Ten Marketing Operators" in China, and there are too many classic cases of leading planning and operation. He was the mastermind behind Goldlion's sponsorship of China's bid to host the 2000 Olympic Games, he was the mastermind behind Backgammon's Golf Challenge, he was the mastermind behind Red Bull's becoming the exclusive strategic partner of the NBA in mainland China, and he was the mastermind behind Mengniu's super successful marketing campaign "Between Cities" He was the planner and the business developer of Milu in China... This person later founded a sports media company. This company is the only sports consulting agency for Mengniu and other companies, and it is the Chinese market for the Rockets and Warriors The cooperative development agency is also the Chinese economic company of nba star Sean Battier, who himself even serves as an advertising consultant for CCTV Sports Channel.

Even though Zhu Xiaoming has just had a falling out with his partner, and even though he is now at a low point in his career, coming to serve as the head of Jianlibao's brand management and planning is still a "marriage". If Jianlibao does not invite him to come here, this person will soon be the assistant to the president of Red Bull (China), and will carry out drastic reforms to Red Bull's brand strategy in China.

Song Weiyang asked: "If you are the brand management and planning director of Jianlibao, what do you think should be done next?"

Zhu Xiaoming said: "First of all, there must be accurate brand positioning and market positioning. Jianlibao's previous brand positioning was sports materials, which was too restrictive and should be changed to functional drinks. I have studied the market sales of Red Bull. Their main Customers are white-collar workers, young people who like to go to nightclubs, drivers, and sports enthusiasts. This is the benefit of the positioning of functional drinks. When people are sleepy, the first thing they want is the functional drink of Red Bull, not the sports drink of Jianlibao. But I think there is still a problem with the brand image of Red Bull, and energy drinks are not only a selling point, but also a sales limitation.”

"You continue to talk." Song Weiyang said.

Zhu Xiaoming said: "Health, fashion, high-end, vitality, this is my new brand image for Jianlibao. The main target groups are: college students, white-collar workers, business people, entrepreneurs, sports enthusiasts, nightclub entertainers, drivers .”

Song Weiyang asked: "How to do it specifically."

Zhu Xiaoming said: "Jianlibao invited Yao Ming to be the endorser. This move is very brilliant, and it is one of the reasons why I agreed to work at Jianlibao. Next, I can start working around Yao Ming, get in touch with the NBA externally, and sponsor basketball internally." Related events. In detail, I will promote Jianlibao to become the exclusive strategic partner of the NBA in mainland China, and at the same time let Jianlibao sponsor Chinese TBBA events.”

"Nba China's exclusive strategic partner, this may be a bit difficult." Song Weiyang said.

Zhu Xiaoming smiled confidently: "It's difficult, but it's not impossible. If I can't do this, I'll just resign."

Song Weiyang asked again: "What is the TBBA competition?"

Zhu Xiaoming explained: "It's three-person basketball, commonly known as 'bullfighting'. China's TBBA event, Hu Jiansheng was doing it two years ago, and it was sponsored by Red Bull. My plan is to put this in the south one or two times A popular event in a province is directly promoted to the whole country, bringing in universities and high schools all over China. The number of contestants at all levels can reach 100,000, and the number of people directly affected can reach 100 million. 'Bullfighting style' makes young people immediately think of Jianlibao when they talk about 'bullfighting'."

"I can tell that you like to engage in big battles, and the planning and planning are all difficult," Song Weiyang frowned. "If you want to achieve the scale you mentioned, I'm afraid you have to sponsor a lot of money, and the operation is very difficult." It's also very difficult."

Zhu Xiaoming said: "It will cost a lot of money, but there is no need for us to do it together. Then bring in another sports brand, such as Li Ning, or Xtep, and the two companies will jointly name it. For example, 'Jianlibao·Li Ning Cup', "Jianlibao·Xtep Cup", there is no conflict between making shoes and clothes and selling drinks. I know the boss of Xtep, and I have 90% confidence that Latbu will join. In terms of publicity, Xifeng has a good relationship with major media, Mr. Song It also has a close relationship with several major portal websites. Especially Sohu’s Renren, we can use alumni records to promote online, and we can also promote through QQ pop-up advertisements.”

"It's interesting." Song Weiyang smiled.

Zhu Xiaoming said: "As long as the NBA's exclusive strategic partnership contract in China is won, there will be a wave of bullfighting, and Yao Ming will be the spokesperson. If the three-pronged approach promotes each other, if Jianlibao's sales cannot increase by 100% within a year %, when the time comes, there will be no need for the chairman to pursue the responsibility, I will take the blame and resign myself, there will be no dividends, and even the annual salary will be refunded!"

Song Weiyang said: "It seems that you are very confident."

Zhu Xiaoming said: "My confidence also comes from the sales channels of Xifeng and Jianlibao. If it is replaced by other companies, I am afraid it will be messed up."

"Welcome to join Xifeng (Jianlibao)," Song Weiyang stood up and shook hands, and promised, "As long as your plan is successful, don't ask for dry shares and dividends. I will directly distribute Xifeng shares to you. Of course, these stocks are It is paid. When I issue additional targeted shares next time, I will give you the price of a veteran employee, but you need to pay for it yourself. If you don’t have enough money, you can slowly deduct it from your annual salary. After five years, these shares will be paid. You can trade freely."

Zhu Xiaoming said with a smile: "It seems that the chairman wants to tie me to Xifeng's boat, thank you for your trust!"