Reinventing the Millennium.

Chapter 281 Shocking and Deafening (Two in One)

On December 2001, 12, Huaxia officially joined the World Trade Organization (WTO) and became its 11rd member.

The news was full of articles, and the country was full of celebrations.

However, a considerable number of people do not know exactly what the WTO is for. This has nothing to do with the amount of information they obtain, but it is difficult to judge the direction of changes in the situation.

For example, Wang Shi, president of Vanke Group, already a leading figure in domestic real estate, predicted that housing prices would drop by 15% after joining the WTO.

Just over four months later, discarding the concept of the WTO, discarding the interpretation of WTO tariffs, and discarding the influence of experts talking about it, a specific case related to the WTO was quietly placed on the media desk.

On April 2002, 4, an American newspaper published "Apple may sue Huaxia Yike for dumping and submit to WTO arbitration".

American newspapers, Huaxia enterprises, arbitration under the WTO system.

If you look closely, the American newspaper is just a tabloid, and Apple's "maybe" is just a speculation. However, many media don't care about these, and the portal website already has a hot spot in its genes.

Shencheng Yike, Fang Zhuo Yike, the "RIAA infringement lawsuit" involved in these terms is just in the ascendant, and the disturbance is rising in a blink of an eye, which is really exciting.

Employees from Lenovo Group's public relations department can contribute to the RIAA's infringement, and naturally they will not let go of more serious negative news from competitors.

However, the person in charge of the public relations department was also a little puzzled. The report about Yike seemed to be more violent than expected.

At the same time, on the 23rd floor of Shanghai Hang Lung, the Yike Marketing Department held a small meeting.

Li Lan, vice president of marketing, held the newspaper, browsed the website, and let out a long sigh.

"It's not enough, the boss said it's not enough, let's make it typical."

"Intensify."

Li Lan repeated with a bit of grief and indignation: "Intensify!"

He never thought that there would be a day when the target of marketing was negative for the company. Can marketing still play like this?

This is not mathematics, is it really negative?
Another vice president of the marketing department, Chu Hua, couldn't help but said, "Li Lan, did you pass on a false edict? I'll call President Fang!"

Chu Hua suspected that the person in front of him who was half a level older than him was an inner ghost!
Su Wei, the personnel director who was sitting firmly in the conference room, said, "You don't need to call, it's Mr. Fang's request."

Chu Hua glanced suspiciously at the HR director who personally recruited him. Well, if the other party didn't have the status of a shareholder, he would have to doubt what was going on.

Su Wei continued: "This matter is kept secret, and, have you found out, it seems that we are not the only ones who are contributing to the flames."

Li Lan and Chu Hua nodded at the same time. That was indeed the case. When they secretly introduced the reports from the American tabloids, they discovered that someone was also making similar moves in the public relations media.

Li Lan pondered: "It can't be a friendly army, right? Mr. Fang acts like an antelope."

"Definitely not." Chu Hua asserted, "The public opinion a while ago was not right. The shopping mall is like a battlefield, and there are people playing tricks."

The impact of public opinion is immediate.

Not only word-of-mouth, but also dealers have slowed down their purchases, for fear of dropping the goods in their hands.

"Just follow Mr. Fang's wishes." Su Wei's mood is very stable. If the positive effect is not good, she will still be worried, but Fang Zhuo started to reverse, and her heart suddenly calmed down.

Li Lan and Chu Hua looked at each other and nodded.

Soon, more media reports came out. These were either unconscionable publications with a knife on their necks, or hot spots of attention following the trend.

However, the paper media is more cautious after all. The newspaper publishes only a small section, but the portal website is different, and simply makes a series of reports.

Two days later, Su Wei saw the words of Sina, Sohu and other online media downstairs in Yi Ke's building. She could only smile wryly and wave her hands to refuse the interview, and walked quickly into her car and drove away.

In the afternoon alone, there was a headline on the portal website, "Yi Ke's female always refuses to face the camera".

Su Wei called Fang Zhuo angrily, urging him to return home quickly.

Not only because of media reports, but also because the bank asked about the situation. Although they didn't say anything about withdrawing loans, this has already sent a bad signal.

Of course, Yike's capital flow is very healthy, even if it draws a loan, it will not be affected, but what about ICBC's part of the equity pledge?

This cannot be ignored.

"Okay, okay, I just arrived in New York, and the old bear called me just now, don't worry, I have already contacted the interview." Fang Zhuo's voice came from the phone, and he has been maintaining communication with China.

Su Wei questioned: "Didn't you say a few days ago that you can't move?"

"A few days ago, it was a few days ago. This is not WTO-related. If it starts to ferment, it will be a big event." Fang Zhuo said, "If Apple can really submit to arbitration, this will be the first arbitration case under the WTO. Leave a name."

Su Wei said angrily: "Don't let Apple's people see it, and then make such a mess. It's not a famous name in history, it's a bad name for thousands of years."

"That's not to be afraid. The law firm has already given an opinion. Ours does not constitute dumping at all. That's where it is." Fang Zhuo gave a very strict evaluation before and after.

Su Wei sighed: "This time I really learned a lot, some media really have no ethics."

"It's not bad. It's not that I take my own words as foreign language reports and transfer them to China. This is a real American newspaper certification." Fang Zhuo said with a smile, "However, it is true that we should correctly understand foreign reports."

call ended.

The president has basically set the itinerary for returning home.

However, public opinion continued to ferment. A report from the "Yangcheng Evening News" shocked everyone in Yike, not only because of its wide influence, but also because of its harsh wording.

A Chinese company risking the world's disgrace is discrediting China's overseas image, which is disgraceful in the development of China's WTO.

For a while, there was a lot of discussion in the company, but Su Wei issued an order of "no interviews, and those who violate it will be fired", and Yi Ke was quite panicked.

As for another public relations colleague who secretly contributed to the flames, when they saw the wording of the "Yangcheng Evening News", they all felt that this time they had stabilized, and Yike's brand would definitely be greatly affected, and it might even bring about a chain reaction in the capital chain.

As for these methods of influencing the media, if flies don't bite seamless eggs, who caused Yi Ke to have problems?
On the day when the "Yangcheng Evening News" report came out, Fang Zhuo, the group president who officially changed the VIE structure to Yike Group, embarked on a flight back to China.

He was urged to return home by phone calls one after another.

At first it was Xiong Xiaoge, then Xu Xin from Capital Today, then Wang Fengyi from Shenxin Kechuang, then Zhou Xin from Guahao.com, and finally Liang Qihua who had just completed the A-round financing of Xiangjiang Huanyu.

Liang Qihua was in the most depressed mood.

He seemed to have had a dream. The front was clearly beautiful, but it turned into a nightmare in a blink of an eye.

"Mr. Fang, hurry up and go back to China. Why didn't you, Yi Ke, clarify, what bullshit is dumping, is that dumping?"

"Mr. Fang, this kind of thing can't be delayed. The foreign market is of course important. Isn't your domestic business foundation?"

"Come back, come back."

Liang Qihua's phone call as if calling from the soul was not the last straw for Fang Zhuo to set his itinerary. He received a call from the old leader of Lin'an Judi very unexpectedly.

The old leader was very happy to care about the career development, and only expressed his need at the last moment, so you are welcome.

The content of this phone call is not unusual, Fang Zhuo was surprised by another discovery during the call, Lao Qiu's voice this time was very different from the time when he came to visit during the Spring Festival.

Isn't the political career over?

Fang Zhuo didn't speculate too deeply, but just booked a ticket back to China.

2002年5月3号，上午08:30，一架来自纽约的航班降落在申城浦东国际机场。

Fang Zhuo returned to Shanghai alone.

Just two and a half hours later, Yike Group President Fang Zhuo accepted a special interview in his president's office. This interview will be broadcast on the May [-]th Youth Day tomorrow.

Xiong Xiaoge made great efforts for this channel, not only looking for Hu Meng, but also looking for the leaders of other units.

It also coincided with the May [-]th Youth Day approaching, Fang Zhuo was very suitable for his age, so he decided to participate in the interview of the special program.

Fang Zhuo had already received a call from the reporter before boarding the plane, and he expressed some positive opinions before this interview could be finalized.

He didn't expect to be able to invite this great god before, and the plan he made was more of a counterattack from the Internet and general media, which can be regarded as a surprise.

"Fang Zhuo, what do you think of the turmoil in Yike?" The reporter didn't overwhelm the guests, and gave room to Yike's president who had returned home after a long journey.

Fang Zhuo showed his preparations.

"Yike is now facing two problems. One is being accused of infringement, and the other is being accused of dumping arbitration."

"Let me talk about this arbitration first. Just like the literal meaning, it is a mechanism to resolve international trade disputes. Because Yike products sell well overseas, and our country has just joined the WTO, so in order to ensure legality, we especially find the best arbitration in New York. The famous Cadwalader law firm issued a letter of opinion."

"Yike does not constitute dumping, and it is also a legitimate competitive relationship with Apple."

Fang Zhuo showed the opinion letter issued by the law firm in his hand.

"Going back to what I just said, the mechanism for settling international trade disputes, pay attention, this sentence does not contain praise or derogation, it is a normal description."

"A lot of people, and even a lot of media, listen to wind and rain, and immediately urge their own companies to reflect upon hearing of disputes. I think this is very wrong and has a very bad influence."

"Trade exchanges will inevitably lead to disputes. Chinese companies should not be naturally afraid of arbitration. Instead, they should actively use the WTO mechanism to fully protect their legitimate rights and interests."

Fang Zhuo talked eloquently: "I saw 'Made in China' printed on many products in New York, but I think many people are still very sensitive psychologically."

"Oriental culture pays attention to modesty, but international trade pays more attention to rules. The arbitration mechanism is a kind of rules. Don't demonize or sanctify it. It is our commercial tool."

The reporter couldn't help nodding. It was because of such a positive expression that the station confirmed the interview, and the mouthpiece had to assume the responsibility of leading the direction of public opinion.

"Going abroad in terms of products, you have to go abroad psychologically, and you must establish a belief in self-confidence and self-improvement." Fang Zhuo changed the subject and picked up an English newspaper. "Speaking of it, does Apple really think that Yike is dumping this? My Yue has been in New York and has never heard of this situation."

"I read some reports in the domestic media, and the American newspaper cited was the "Golden Mountain Post". The problem is that this is a small newspaper with no credibility at all."

"I haven't seen a similar report from any other newspaper."

Fang Zhuo spread his hands and said innocently: "I think the domestic media should be cautious, because their reports will affect the brand of the company, especially for a company that is committed to building a global brand overseas."

"Now it's like a big domestic newspaper suddenly quoting the content of a class newspaper created by a school class. It's funny."

The reporter nodded again. She took the "Jinshan Post" and looked at it, and found that the report on Yike in this newspaper was very small.

Fang Zhuo breathed a sigh of relief and said again: "It is easy to clarify the matter of Apple's submission to WTO arbitration, because it is not true, but it is difficult to clarify the matter of RIAA and Yike's lawsuit infringement, because it does exist."

He continued to pull out two English lawyer's letters, handed them to the reporter, and said, "Here are two lawyer's letters, one was sent to us by the RIAA, and the other was sent to it by us."

"It says we infringe copyright, and I say it hinders the development of digital music."

"Looking at the domestic media, I only see reports about the former, and our countersuit against the RIAA has not been brought up, which I think is very unfair."

"Not only RIAA, but also SESAC, they are all filing lawsuits, but they are not only suing Yike, but also Apple. Now Yike and Apple are in the same trench."

Fang Zhuo smiled: "So, I found it funny when I saw the report of Apple submitting to arbitration. Isn't this a rumor?"

"Infringement is not infringement. This is a matter of legal procedures. It is not qualitative at all. As I said just now, don't be sensitive and feel bad when you see a lawsuit. This is the 21st century!"

"Legal rights are to be protected according to the rules, and Yike remains firm on this point."

Fang Zhuo continued to take out a document and showed it to the camera: "According to the evaluation of the law firm, RIAA is very likely to lose the lawsuit, because it once filed an infringement lawsuit against a Korean brand, and it also failed."

"At the moment of May [-]th Youth Day, under the guidance of the 'May [-]th Spirit', I would like to ask a question, how should our domestic enterprises face the business environment under the WTO system?"

"Is our progress going to cover our ears when we see a lawsuit and say, 'I was wrong, I was wrong'?"

"Could it be that our science is to see the English-language media like a treasure to participate in attacks on our own companies?"

"No, it's not like that."

Fang Zhuo picked up all the previously displayed materials in a fan shape and held them by his face. Facing the camera, he said firmly: "Under the WTO system, we must actively participate in international trade and be good at protecting our rights and interests with reasonable rules."

"In the face of unreasonable blackmail, we must actively respond to the lawsuit, and even sue the other party in turn."

"Our enterprise should be self-confident and self-reliant, not submissive and self-defeating."

"Please trust Yike, and please support Yike."

Fang Zhuo put down the materials and nodded slightly: "At the same time, I also want to ask the country to pay attention to improving relevant laws and management, so as to escort the development of the enterprise."

He smiled at the end and offered the topic of the show: "This is my May Fourth Youth Day. I am Yi Ke Fangzhuo. Thank you everyone."

Huaxia enterprises dare to speak out.

The May Fourth youths were deafening.

(End of this chapter)