Rebirth of the Official Business Route

Kong Changhe is a soldier. He was transferred from the army in 1984 and returned to the local area. He successively served as the manager of Weifang Food Company and the manager of the catering service company. , Zhang Ke was very clear about his experience of leaving Qinchi Winery until 1998.

Qin Chijiu won the CCTV bid twice, its miraculous rise, and its fall like meteors. It was almost the most eye-catching company in the domestic marketing profession in the late 1990s. Countless case analysis reports almost The sexual orientation of several managers of Qinchi Distillery was analyzed before they were willing to stop.

Last year at the Media Center of CCTV, Zhang Ke only met Wang Zhuosheng, the director of Qinchi Distillery, and Kong Changhe, the deputy director in charge of marketing, and others from a distance, but Zhang Ke had no contact with Kong Changhe. The understanding of it is not in-depth, but quite comprehensive.

History is not simply copied. Aida Electronics was born and won the CCTV bid king in 1996, which should have belonged to Qinchi Winery in Weifang, Shandong.

This is a good thing for Qinchi Winery.

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

Liu Minghui has a good saying: In the domestic business circle, there is a special kind of soil suitable for the germination of miracles. Whether it is the first CCTV bid Wang Kongfu Banquet or Aida Electronics, its success can only be achieved by using It can only be described as a business miracle, which is in line with the psychological desire of Chinese people who always desire something beyond the routine and imagination. Chinese people are also happy to see miracles happen, but these miracles are often created by endless marketing methods.

The role of marketing was exaggerated infinitely in the 1990s, creating countless meteor-like star companies that flickered for a short time. At the end of the 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 tend to passively accept the information conveyed by various advertisements.

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

Zhang Ke doesn't care about too many things. Those who should be crazy are destined to be crazy. He just wants to control the people and things he can influence. In addition, he also wants to use this madness to help his father achieve success in Xinwu Fan career.

Kong Changhe is not from a major, but he is definitely a top expert in marketing in China. A person of his level does not mean that creativity must be novel.

The key is a strong will and a flexible personality. Kong Changhe is a very helpful person in Xinwu City who wants to use the integration of the liquor industry to open up a new situation.

Zhang Ke told his father that if Xinwu wanted to break out of the chaotic liquor industry in China, he would be able to get twice the result with half the effort if he invited Kong Changhe over, and he would just let Kong Changhe be in charge of the marketing. 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 kills the enemy and rushes forward. He often forgets his own safety and puts his own wealth and life at risk. Reasonable people can control him, and the second is to fully integrate the several liquor factories in Xinwu City, so that all aspects can 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 Distillery, and Qinchi Distillery did not win the CCTV bid and was developing steadily at the established speed, it was not too difficult to hire Kong Changhe. From the information I read, I already know that even though Kong Changhe has made such a great contribution to Qinchi Winery, his monthly salary has only increased to 800 per month since he left Qinchi Winery in 1998.

On the one hand, the rapid development of the enterprise, 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 state-owned enterprises have not completely resolved in the 90 years or even into the 21st century.

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

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

When Haizhou Holdings was founded to solve the crisis of those difficult enterprises in Haizhou, Zhang Ke suggested to pay attention to this problem. We should not need the horse to run well, but also to let the horse not eat grass. Raise funds, and then turn the funds into a channel for holding shares to achieve the purpose of management's shareholding, small enterprises and even management's holding.

This trick worked very well in Haizhou, as if those sluggish state-owned enterprises were immediately activated, they quickly got rid of the plight of difficult business operations, and achieved Zhang Zhixing's glory during his time in Haizhou.

Zhang Zhixing integrated municipal wineries in Xinwu to form a joint stock company, and the restructuring was more thorough. In addition to raising funds for shares from the remaining management, he was also experimentally implementing a reward system that combined business objectives and equity incentives.

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

Zhang Zhixing personally went to Shandong to invite Kong Changhe. He not only agreed to give him the highest salary in Xinwu City government agencies and state-owned enterprises, but also helped him transfer his organizational relationship from Shandong Weifang to Donghai Xinwu. They were all resolved together. In addition to the optional fundraising, he also explained to Kong Changhe in detail the decisions of the Xinwu Municipal Party Committee and the Municipal Government on equity incentives.

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

Hearing Zhang Ke mention CCTV's advertising investment conference last year, Kong Changhe patted his head and said, Oh, yes, you were sitting with Aida's Mr. Zhou at the time. I don't remember who it was.

Zhou You attracted attention because Zhang Ke purposely kept his distance from Zhou You after the bidding decided to select Aida Electronics to win the bid, so Kong Changhe had an impression of him, but not deeply.

Kong Changhe just said that, and did not continue to ask any questions. In his opinion, Zhang Zhixing served as the secretary-general of the Haizhou Municipal Government before arriving in Xinwu. Aida Electronics is an enterprise in Haizhou. Zhang Zhixing’s son and Aida Electronics The vice president in charge of marketing appeared together at the advertising and investment promotion conference of CCTV Media Center. Although it was a bit strange, there was no need to make a big fuss.

Kong Changhe is not very interested in talking; Zhang Zhixing is his current boss, but there is no need for him to curry favor with Zhang Zhixing's son. Considering that his daughter is the same age as Zhang Ke, maybe they have a common language.

Zhang Ke doesn't have that much time to play dumb with Kong Changhe, so he will stay in Xinwu tomorrow, fly to Hong Kong the day after tomorrow, and drive to the provincial capital tomorrow night. He observed Kong Changhe's plain face, restraining his inner emotions. From his ordinary face, he could not see that his bones were full of enthusiasm and strong will to be a market.

Zhang Ke smiled lightly and said, Manager Kong has a very weak impression of me, but I have a deep impression of Manager Kong, otherwise I wouldn't have encouraged my dad to go to Shandong to invite Manager Kong...

Ah? Kong Changhe opened his mouth in surprise. He was always wondering why Zhang Zhixing, as the deputy mayor, would invite him to a winery in a county in Shandong? Kong Changhe knew that he was weak, and although he had made some achievements, he was far from being famous all over the world. Seeing the faint but not without sly smile on Zhang Ke's face, Kong Changhe thought to himself : How deep can this young man know himself?

Qin Shuanghua, who was sitting in the front row, also turned around. Could it be that the Deputy Mayor Zhang arranged so many preferential treatment to invite Kong Changhe from Shandong just to listen to his son's introduction? Taking business management is too much of a joke.

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 to use. Now Fu Jun drove Zhang Zhixing and Zhang Ke, and Zhang Zhixing took Qin Shuanghua and Kong Changhe with him. Yang Yun and Liu Minghui took the car transferred to Zhang Zhixing by the city government. Kong Changhe and Qin Shuanghua originally wanted to communicate with Yang Yun and Liu Minghui, but they couldn't refuse Zhang Zhixing's kindness. It seemed that in Zhang Zhixing's eyes, Yang Yun and Liu Minghui were not considered honorable guests.

Zhang Zhixing smiled faintly with his chest folded. When it comes to Kumho and Aida Electronics, it is always incredible. He said softly: Before making a decision, Aida has done some research on potential competitors, especially Qin Chi quoted the second highest price after Aida at that time, and Aida carefully analyzed Qin Chi Winery afterward, fearing that Qin Chi would do something special this year... This was given by Zhang Ke He must give a reasonable explanation.

Kong Changhe said with a smile: Last year we couldn't compete, and this year there is no hope. Last year it was a hidden bid, but this year it is an open bid. Who knows how far the price of the king of bids will go? From the perspective of Electronics, he was still a little strange: How can Zhang Zhixing's son's agitation overlap with Aida Electronics' market research report?

Qin Shuanghua was even more puzzled. He thought he was very clear about what happened to Zhang Ke in Xinwu this summer, and he couldn't say that he had any special feelings. In addition to poking out such a big mess, it also allowed Zhang Zhixing to establish sufficient authority when he first arrived in Xinwu.

Qin Shuanghua saw Zhang Ke himself for the first time today, with a gentle appearance, or a little too handsome, and a very decent conversation, which deviated from the impression he had formed long ago. It might be a disguise, just like Luo Guiyuan's son Luo Wen, who is quite handsome in front of others, but who knows that there will be such a person behind him, now that the crackdown period has passed, otherwise he will be sentenced It is not too much for a hooligan to be shot ten times or eight times.

Qin Shuanghua used to be the director of Xinwu Jinling Distillery. Jinling Distillery is a small county-level factory with an annual output of 2,000 tons of liquor. Xinwu is the most important liquor production area in the province. There are nine distilleries in the five counties and one city that have a larger output than Jinling Distillery, and the most profitable one is not Jinling Distillery, but the desire that the city has always strongly supported and even stipulated how many bottles each bureau, committee, and agency must consume each year. Jiangchun Winery.

Jinling Distillery is small in scale, but has the strongest profitability. Judging from the measures Qin Shuanghua has taken in Jinling Distillery, Qin Shuanghua is not only a person with great ideas, but also has great execution ability. When the liquor factories in Xinwu City were still fighting fiercely in the low-end liquor market, it was Qin Shuanghua who took the lead in deciding to get out of the chaos of low-end liquor killing each other. 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 city transferred the former director of Wangjiangchun Winery, who had the most opinion, to the Municipal Light Industry Bureau as the deputy director. From this point of view, Zhang Zhixing at least has the grace to know Qin Shuanghua.

What price will the next year's bid king be fired at? Qin Shuanghua kept a gentle smile on his face, guessing: This question should be asked to the person in that car, Aida should continue to win CCTV's next year's bid 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 should work in the agency first, and then be transferred to be in charge of the operation of the enterprise. There is still some self-cultivation. Zhang Ke's eyes are not as vicious as Xu Hongbo's, and he can't see through people's hearts at a glance. Even if he couldn't see through it, he could more or less guess what Qin Shuanghua thought of him. This was just 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 bid king should be very popular. Aida has a budget of nearly 300 million...

Hehe, it's already half a year's financial income for Xinwu... Qin Shuanghua said with a smile, but the next moment, the smile stretched across his face. CCTV's advertising and investment promotion conference will be held in more than ten days. It is the core business secret of Aida Electronics at present. If Zhang Ke is not talking nonsense at this time, the two heads of the marketing department of Aida Electronics are in another car. It seems that there is no need to talk nonsense at all. Does the mayor's family have an ulterior relationship with Aida Electronics?

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

Zhang Ke looked at the huge doubts on the faces of Kong Changhe and Qin Shuanghua, so he almost took a pen to write on his face, and said with a smile: This year is too fierce, it hasn't happened yet, you can imagine that last year it should be Qinchi Winery's competition. The best time for Biaowang, I let Aida Electronics stand in the way of Qinchi Winery, I am really embarrassed, when I started a business, I also had the mentality of learning and playing, but I couldn’t stop when I played things too big That's all.

Zhang Ke's meaning couldn't be clearer when he said this. Looking at the unconcealable shocked expressions on Qin Shuanghua and Kong Changhe's faces, Zhang Ke no longer felt particularly refreshed, but was just naturally shocked.

After being shocked, Kong Changhe asked unexpectedly: It is said that Aida Electronics can reach 4 billion this year. Is there any water in the data given by the media?

CCTV wants to build momentum for the new advertising bidding conference, so it naturally wants to publicize the market miracle of Aida Electronics.

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

Even if it is not reached, it is not far behind.

Kong Changhe smiled, with a bitter expression on his face. The 80 million mark king created a market miracle of 4 billion. If he had been bolder at that time, if the county had trusted them more and authorized them more, this brilliance should have been It belongs to Qin Chi.

Qin Shuanghua licked his lips, no wonder Zhang Zhixing had to leave Haizhou to visit the muddy waters of Xinwu when he founded Haizhou Holdings in Haizhou, and everything was going smoothly. However, he does not covet the shares of the newly restructured joint-stock company, and the equity incentive mechanism linked to business goals completely excludes him as the chairman.

The car parked in front of the villa, Qin Shuanghua got out of the car, looked at the three-storey villa that the deputy mayor Zhang Zhixing had just bought when he arrived in Xinwu, laughed at himself, and thought: I don’t care about anything at all, follow This kind of leadership is good, at least there will be no particularly serious selfishness, and the work level is also there. The restructuring cases of Haizhou Holdings have all been included in Xinhua's internal reference.

When Zhang Ke opened the door and entered the room, he smelled a strong 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 Chinese people. After taking a short break in the living room, he went directly to the dining room to take a seat. Qin Shuanghua looked around, made a visual inspection, and said, The restaurant in Mayor Zhang's house is as big as my house. gone.

Zhang Zhixing smiled and said: Usually this place is empty, we all eat in the small room next door, otherwise it would be very difficult for two people to sit opposite each other at such a big table.

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

He showed his identity in the car, and he went straight to the topic at the dinner table. Zhang Ke said: My dad is still a little worried about whether it is suitable to put together several liquor factories in Xinwu City. He thought about it before and after. After 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 output of Wangjiangchun is the largest among more than ten liquor factories in Xinwu. The most steadfast persistence, but Wang Jiangchun's performance is really not on the table. I think Mr. Qin must have such a complaint: If Jinling can get such a big support from the city, let alone pay hundreds of millions of profits and taxes every year Two to thirty million is still no problem, Zhang Ke looked up at Qin Shuanghua who was sitting opposite him, and asked with a smile, Did President Qin complain like this before?

Qin Shuanghua smiled. After knowing the truth in the car, he was completely overwhelmed by the young man in front of him who was not yet twenty years old. It is difficult for one person to evaluate another person based on external factors such as wealth and status. completely separated.

Zhang Zhixing said: Lao Qin can't complain like this now, so it's a small loss.

It is true that Jinling Distillery is only a county-level enterprise, and Qin Shuanghua's administrative level is only at the sub-departmental level. Zhang Zhixing took care of the huge gap between the administrative levels in the thinking of Chinese people, and after only a few limited-time conversations, he was brought up To the position of the general manager of the wine company.

Qin Shuanghua said gratefully: The only words of appreciation for Mayor Zhang are 'devote yourself to yourselves and die before you die'.

It doesn't matter if you don't say these good words. If the wine company can't run well, it's useless even if you die. If you don't need me to come forward, many people will want to kick you back to the original place. You are in Jinling The winery used to belong to the government office of Xinchuan County, right? Zhang Zhixing turned his head to Kong Changhe and said with a smile, It's fine with me, at most people say that they don't know people, but officials still do the same thing. You and Lao Qin are fighting to the death , the battle is over, you don't have to learn from Lao Qin, just say this to me: The restaurant in Mayor Zhang's house is as big as my house. When you create huge wealth for this society , so you should enjoy the wealth you have created, as long as you make contributions, you deserve a decent and dignified life.” Zhang Zhixing’s last words probably refer to the series of state-owned enterprise distribution systems he implemented The most fundamental embodiment of reform.

Zhang Ke also said: Wang Jiangchun has production capacity, but no benefits. Jinling's current benefits are not bad, and its management is different from the chaos of ordinary state-owned enterprises in China, but it is far from enough... For others to say Qin Shuanghua will naturally have a lot of opinions on this sentence, but in front of the person 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 or not, success The degree to judge a person's weight.

...Wangjiangchun has production capacity, Jinling has fairly good management, Yunchi Cellar Wine seems to have nothing, and the annual output is only about 1,000 tons, and the management is also chaotic. The arrears are already very reluctant, Zhang Ke said with a smile, After the restructuring, the name of the liquor company was neither Wangjiangchun nor Jinling, but changed its name to Yunchi Liquor, which I strongly recommend Yes, the reason behind it, did President Qin and Manager Kong have any doubts?

Kong Changhe said: The wine culture in China has a long history. There is a wine culture, and naturally there are cultural wines. The history of Yunchijiao Winery can be traced back to at least the wine making workshop in the Xianfeng period of the Qing Dynasty. It takes a certain amount of cultural heritage.”

Zhang Ke nodded, maybe in another time and space, in a period of history that has already happened, Kong Changhe was not without thinking about the liquor market in the mid-1990s, and with the expansion speed of the Qinchi brand, he was not allowed to stop at all To think about too many things, even if he thinks about it, he can't reverse the pace of Qin Chi's crazy expansion with his personal ability.

Not only can it be traced back to the Xianfeng period of the Qing Dynasty, but Xinwu's winemaking history can be traced back to BC. There are also historical relics on Tianyun Mountain. Why can't it be added to Yunchi wine? It's just a matter of research, Zhang Ke said. For the liquor market, it may be more appropriate to describe it as advertising liquor. I have carefully analyzed the endless marketing methods in the current liquor market, which are messy and purely for the purpose of increasing popularity, and there is no core theme that can improve consumer loyalty. Of course, in the domestic market where the concept of consumption is still immature, widespread publicity means greater sales, and the consumer groups lack reflection. People are also watching what an unappetizing advertisement. It seems that the intensity of advertising How big is the market. This immature market also has a distinctive feature, that is, once the advertising is slightly weaker, sales will also drop. The Confucian Banquet is a clear case. Last year, they won How much was the sales volume of CCTV’s first bid king? This year, they handed over the CCTV bid king, and how much was the sales volume? Yunchi Liquor must seriously consider this phenomenon if it wants to rise in the baijiu market... I think even if Qin Chi won this year's CCTV bid king. With the lessons learned from the decline of Confucian family banquets, he will probably try his best to fight for next year's CCTV bid king. In this way, how much marketing costs must be paid in the marketing link to maintain The current scale, how much profit can be shared in the end? These all need to be considered. From the perspective of marketing, it will be effective to extract a core theme that can improve consumer loyalty and carry out a series of marketing activities. To prevent too much advertising investment that appears disorderly and ineffective, what is the marketing theme of Yunchi Liquor Industry? Chi Liquor. The name was changed to Yunchi Liquor instead of the full name of Yunchijiao wine, in order to make a big fuss with the hundreds of years of wine history of Yunchijiao Liquor, and to avoid any confusion with Yunchijiao Liquor This kind of low-end liquor that still has a certain influence in Xinwu is connected together. At present, the integrated Yunchi Liquor Industry has a production capacity of 20,000 tons, and it also integrates several low-end liquor brands in Xinwu. Liquor companies must survive first, and they cannot stop the production of low-grade liquor before the market is developed. I want to continue to launch low-grade liquor in Xinwu with brands such as Jinling and Wangjiangchun. At that time, Yunchi The focus of the wine industry is to use Yunchi Liquor to directly open the middle and high-end liquor market... Zhang Ke talked about his excitement, and he didn't care whether he wanted to restrain himself, let go of the chatterbox, and said, Aida Electronics is doing the market, developing For advertising, I will give six words, these six words are new technology, new life. At least the current work of the marketing department of Aida Electronics is not bad. Zhang Ke looked at Yang Yun and Liu Minghui with special admiration, and then turned to look at Qin Shuanghua and Kong Changhe on the opposite side, Yunchi What should be the theme of the wine, Manager Kong just said, 'Domestic wine With a long history, there is a wine culture, so naturally there is a culture of wine'. I think it is completely on point. It may be good to see that Yunchi Liquor Industry also uses six words as a marketing policy. These six words are 'wine culture' , cultural wine'...

In another history, liquor companies such as Kongfu Yanjiu and Qinchi won the CCTV bid for three consecutive times, prompting the overall domestic liquor industry to enter the era of big marketing. Specifically, the liquor market is also called the era of advertising liquor. Qinchi and Kong The successive decline of government banquet wine forced those domestic business elites to seriously reflect and learn lessons. Only then did the liquor industry have the era of cultural wine with wine culture as the marketing appeal point.

Too many companies are dying, Zhang Ke may think that this will prompt the people of the country to think and learn more lessons, but he never wants the lessons to happen to Yunchi Liquor, so he wants to help Yunchi Liquor The marketing direction of the company is on the right track at once. Of course, marketing is only one aspect of a business. In terms of control in other links, both his father and Qin Shuanghua have enough experience. Needless to say, Zhang Ke even appreciates the conservative shadow of Qin Shuanghua's character, at least he will not let Yunchi Wine Industry The rapid progress in the marketing link has caused the uncontrolled collapse of other links.

(to be continued) ()