Rebirth of the Wild Age

When Zhu Xiaoming went back to Jianlibao's internal meeting and proposed his brand strategy and activity plan, another huge dispute arose.

Because Jianlibao is not Zhang Guodong's monopoly, people from the Yang Xin faction, the veteran faction (cannery), the Zheng Chen faction and the MBA faction have all been transferred to Jianlibao to hold important positions. Although there are many factions, as long as they don't mess around with each other, it is beneficial to supervise and compete with each other.

However, Zhu Xiaoming's move this time is too big, just one NBA China's exclusive strategic partner makes people feel whimsical. What's more, he wants to create an event with 100,000 people participating in the country and directly affects 100 million people. Even if other companies share the sponsorship fee, even if he can apply for funding from the sports and education departments, the funds that Jianlibao needs to consume are still huge.

Jianlibao was split and reorganized, and layoffs and buyouts. There are still a large number of fixed assets that have not been sold, and the consumption of funds is very serious. Before, the frenzied advertising of TV commercials and physical advertisements had exhausted Jianlibao's cash. If Zhu Xiaoming's plan was implemented, he would either seek a bank loan or seek a secondment from the parent company Xifeng.

No matter where the money comes from, it will exacerbate Jianlibao's financial crisis, and Zhu Xiaoming's plan may not be successful.

At the Jianlibao high-level meeting, Zhang Guodong sat like a bodhisattva, and other executives took turns to question Zhu Xiaoming.

How can you guarantee that the NBA will start an exclusive cooperation with us?

The nba has always wanted to explore the Chinese market, and because of Yao Ming's endorsement contract, we had initial contact with Yao Ming's team and the Rockets. The nba's name is too loud, like a beautiful girl who no one dares to chase, I guess The whole of China is just me, Zhu Xiaoming. I will seek cooperation with the NBA in a whimsical way. As long as the NBA has the idea of ​​entering the Chinese market, they can only choose to cooperate with me. Please rest assured that I will personally lead the team to the United States to negotiate, at least to sign An exclusive contract of more than two years!

Do you know the concept of 100,000 people participating? Do you know the scale of an event that directly affects 100 million people? How to contact? How to organize? How to publicize? Have you considered all these?

I have taken all these into consideration. I have a good relationship with the sports department, and the chairman has a relationship with the education department. Then we can directly ask the sports and education departments to take the lead. Now that Yao Ming is gaining momentum, we only need to revitalize Chinese basketball. Signboards, the relevant departments will definitely cooperate, because this is also a political achievement for them. Therefore, we don’t need to worry about contacting and organizing colleges and universities across the country. We only need to assist in publicity. Don’t underestimate those Those who are officials have a lot of experience in running large-scale events.

The market price of red canned Jianlibao is 5 yuan, and some remote places even sell it for 6 yuan. College students are not our target customers at all. Most of them have limited living expenses. Even if they buy drinks, they prefer mineral water, cola, and iced black tea. You engage in such a big battle, spend so much money, and organize an event with 100,000 participants, including high school students, how many consumers can you successfully convert?

Brand strategy should not only consider the present, but also the future. There is a classic case in the United States. General Motors often puts all its advertisements among college students. But do college students in the United States have money to buy a car? No, Even if you buy a car, you are buying a second-hand car. General Motors is not stupid, how can they do useless work. According to the survey, out of every 10 college students who have been exposed to GM advertisements, 8 will use GM as the first standard for future car purchases. College students Representing the future, they are the most valuable potential customers!

The future is the future. The problem is that the company's funds are tight now, you have to spend too much money, and you can't change the status quo very well!

You are wrong. I said that college students are the most valuable potential customers. I don't mean that they have no spending power now. Colleagues here, the youngest of you is over 35 years old. I'm afraid your impression of college students is still stuck. It was 10 years ago. Today’s college students are very rich, especially those from cities, and their spending power is even far higher than that of ordinary working-class people!”

...

Zhu Xiaoming almost convinced half of the opponents on the spot in the face of doubts from many high-level executives of the company with the attitude of fighting the Confucians with words.

In the end, Zhang Guodong, who hadn’t spoken all this time, sat up straight and said, “Okay, this is the end of the discussion, I agree with this set of plans. Don’t do any voting. As the president and CEO of Jianlibao, I have the right to make decisions. If there is a problem, I will take the responsibility, and I will also bear it at the headquarters. If the funds are not enough, I will find a bank loan. The meeting will be adjourned!

Reform is really a difficult task. Facing the riddled Jianlibao, Zhang Guodong took drastic measures as soon as he took office. But when he looked back, he found that the team he brought from Xifeng was not easy to manage. Xifeng had gradually suffered from the big enterprise disease, and often had conservative ideas and slow responses.

This situation of Xifeng is normal, and almost all large companies have similar problems. As long as the system is perfect and as long as the decision-makers do not fight among themselves, it will be more conducive to stable development to a certain extent.

But Jianlibao is different. The sales of green-canned Jianlibao continue to decline, while red-canned Jianlibao is opening up new markets. This is tantamount to starting a business again, and cannot be dragged down by the disease of a big company, so Zhang Guodong tried to introduce fresh blood to stimulate his management team.

As for why the sales of green cans of Jianlibao continue to decline, because the production cost of this stuff is high, but the terminal price is not far from that of Coke. As a result, retailers faced difficulties. If the price was too low, there would be no profit, and if the price was too high, there would be no sales. Gradually, more and more retailers gave up Jianlibao.

It's hard for you to imagine that the green canned Jianlibao actually adds natural honey. Can the production cost not be high?

Don't blame Zhang Guodong for his black heart. He has quietly changed the natural honey in the raw material into artificial honey, and the cost of honey has been directly reduced to one-third of the original. In fact, whether it is natural or artificial, the ingredients contained in it are the same. If you insist on saying that natural honey is more nutritious, there is no way.

In addition, Jianlibao's original production line is also very backward, and new production lines are being gradually introduced.

As long as this series of work is completed, the production cost of Jianlibao can be reduced by 40%. The ex-factory price will be suppressed immediately, the sales enthusiasm of terminal retailers will also increase, and the market share will gradually recover.

In Zhang Guodong's vision, the retail price of green canned Jianlibao is 2.5 yuan, and the retail price of red canned Jianlibao is 5 yuan. Due to storage and transportation factors, the price in some regions will be higher. The former appears as an ordinary sports drink, while the latter is positioned as a high-end functional drink, competing with Red Bull in all aspects. (By the way, some book friends said that Gatorade is also very strong, maybe you remember it wrong. PepsiCo acquired Gatorade in 2001, and Gatorade fully entered the Chinese market in 2006. At this time, the Chinese market Almost impossible to buy.)

Before Jianlibao's bank loan arrived, Zhu Xiaoming had already taken people to the United States. It took only one and a half months, and he successfully persuaded the officials of the nba that the two parties reached an exclusive strategic partnership in mainland China, and the contract was signed for a period of three years, and Jianlibao also had the priority to renew the contract.

During the negotiations in the United States, Zhu Xiaoming was still using the overseas phone to remotely operate, and smoothly finalized the national competition of TBBA, and Xtep also joined in the sponsorship after a few phone calls.

After returning to China, Zhu Xiaoming cooperated with the sports and education departments to do all kinds of work in an orderly manner for the super-large-scale event that seemed complicated and complex. Obviously, he cannot be quick-witted and quick-spoken, and handle complex practical affairs equally well.

Such an operation not only stunned the top management of Jianlibao, but even the Xifeng headquarters had nothing to say.

God man, it's so fierce!

If it weren't for Zhu Xiaoming's lack of qualifications to convince the public, Yang Xin even wanted to transfer him to Xifeng's headquarters to be in charge of the brand marketing strategy of the entire group. As long as this person works in Jianlibao for a year or two and makes some impressive achievements, it is safe to be transferred to Xifeng headquarters. Anyway, he has been listed as a key promotion target now.

Xifeng gradually suffered from the disease of big companies, and Shenzhou Science and Technology is similar. Shen Fuxing has been a little bit burnt out in the past year, and his own abilities have gradually become insufficient.

The overall performance is: some departments of China Science and Technology are overstaffed, the corruption in the procurement and sales department is a little serious, the small project teams in the three major R\u0026D centers are not very motivated, and there are signs of competition for power and profits in large project teams and affecting progress.

Shen Fuxing also made various reforms and adjustments, but with little effect, and now he doesn't know how to start.

This situation is similar to that of Huawei in 1997. At that time, Mr. Ren didn't know what to do, so he personally visited major high-tech companies in the United States. It just so happened that IBM had just escaped from the illness of a big company, Mr. Ren immediately decided to worship IBM as his teacher, and paid a total of 4 billion yuan in tuition fees for five years.

In desperation, Shen Fuxing went to Song Weiyang to complain, and Song Weiyang said directly: You pay some tuition fees to Huawei. I will contact Mr. Ren and ask Huawei to send an advisory team. Don't be afraid of hurting your muscles and bones. Ten years ago, IBM When rectifying the disease of a large company, two-thirds of the top managers were directly replaced, and more than 40,000 employees were laid off within half a year. In the first year of the reform, a huge loss of more than 8 billion US dollars was made, but in the second year, the loss became more and more profitable. good.

Then I'll try. Shen Fuxing was completely at a loss.

Song Weiyang said: You have to make up your mind to do it. Anyone who blocks the way will be attacked. The biggest resistance is your direct descendants! If you can't complete this task, then I will end in person. When the time comes, I will only be more ruthless. .Whether it is important or not is up to you to decide.

Understood! Shen Fuxing decided to attack his confidant.

That person is the veteran of China Science and Technology. He personally recruited him when the company was first established. He definitely belongs to the kind of hero with outstanding ability, but now he is also the most harmful to China Science and Technology.

Shen Fuxing had beaten him many times in private, but each time the other party restrained himself a little, and it didn't take long for him to intensify. It's time to be ruthless, as long as this person is taken down, the mountain will be shaken immediately, and the rest will be much easier. He didn't deal with it before, firstly because of personal emotions, and secondly because he didn't know how to operate in the future, if he got rid of one, he would definitely raise a second one, and it didn't have a big impact on the overall situation.

Now it is a comprehensive reform, imitating Huawei's ibm-like management model, and then combining it with the specific situation of China Science and Technology to change the current bad situation from the system.

Shen Fuxing thought for a while, and asked, Can you be sympathetic to some people and things? I don't want to be too extreme.

You can figure it out, Song Weiyang said.

Okay. Shen Fuxing hung up the phone neatly.