Beijing in the mid-90s was the epicenter of a "brain explosion", with master planners from all over the country roaming around the vast capital.

They have an endless stream of fresh ideas in their purses and heads, and they have countless dazzling but unproven "success" cases on their resumes, and they seem to carry a golden rod with them, which can see the symptoms of a company in a matter of minutes, and save the company from its dire situation with one or two amazing ideas.

They use their incorruptible tongues to give speeches, hold "summits", discuss seniority, and then use companies that worship them as gods as experiments for their own planning.

Anyone can call themselves an "economist" and claim to have discovered some easy solution to economic problems.

These new economists tend to attract politicians and entrepreneurs who are eager to find easy and novel solutions to persistent and persistent problems.

Some of the new wave economists come from people who don't know how to pretend to understand, and they use fashionable theories to attract attention and make personal gains.

Others come from weirdos who believe their theories are really right.

"Mr. Qin, have you seen such a scene?" asked Yu Zhi from the Health Hall with a smile.

"I haven't seen it yet. With the "summit" and "discussion" of Lao Yu, Qin Fan really admired the "masters" who talked eloquently on the stage.

As for those specious things, if Qin Fan hadn't had the experience of later generations, maybe he would have bluffed them.

"It was an eye-opener. Li Xianzheng said with a smile, he also has some admiration for the "great gods" from all walks of life.

Following them was Manager Hou of a film and television exchange company in Beijing, who said with a smile: "There are too many people like them in this Sijiu City, most of them come to Beijing from other places to eat, and they can get one by one." ”

Qin Fan smiled, he didn't expect Manager Hou to be an understanding person, so he couldn't help but chat with him a few more words. After Manager Hou knew that Qin Fan and Lao Li were also advertising companies, he had some opinions about Lao Yu of Yangshengtang: since they have entrusted their company, how can they still bring peers? (According to CCTV's regulations, bidding advertisements must be represented by advertising agencies).

Media Center was originally a comprehensive business hotel invested by CCTV.

November 8 was the day when the wind and sand began to rise in the city of Beijing.

The Media Center, as a place of dreams and madness, is about to stage a peerless mad drama.

Anyone who enters here can lose their minds in an instant. A journalist who has participated in the bidding meeting many times once called the Media Center a place with a "demonic atmosphere" on this day.

Qin Fan and Li Xianzheng, who had access cards on their chests, followed Yu Zhi and Manager Hou through the glass revolving door and came to the hall.

In the beverage and food industry, it can be said that there are a lot of heroes, including the banquet wine and family wine brothers who are in the limelight and compete with each other, the rising beverage upstarts Wahaha and Robust, the Shenyang Feilong and Sanzhu oral liquid, which are famous for their carpet advertisements recently, and the sun god who has just lost a lawsuit and is already a little weak......

There is also the giant Lao Shi with his four "musketeers", Lao Shi glanced at Qin Fan, who had a one-time acquaintance, and was slightly stunned, but he didn't speak, just walked straight to the hall, Chen Guo behind him also saw Qin Fan, smiled and nodded, and made a phone call.

Qin Fan couldn't remember if the giant had also come to this "Bid King Competition" before, thinking about it, with his gambling nature, it was impossible for him not to make a move.

The bustling entrepreneurs in the hall were all asking each other for news, and Qin Fan found that most of these bigwigs were just here to have a good time, just to give the TV station Tan Xisong a face.

At 10 o'clock in the morning, the bidding will start on time. 134 entrepreneurs dressed up and entered the market. Banners were hung around the venue, and cameras and cameras stood awaiting.

The hot spot of winning the bid really unfolded between the "two holes". Confucius House Liquor made a comeback, and the bottom of the bid was twice that of the previous bid, reaching 62.98 million yuan. After the Confucian banquet and the wine was unwilling, the bottom of the bid was just 1 million yuan higher.

Seeing that the general trend has been decided, when the spectators are all breathing a sigh of relief, a dark horse suddenly appeared halfway that no one could imagine.

When the singing standard was sung to Qinchi, Shandong, the host unfolded the label paper and stopped suddenly, the audience was silent, thinking that something had happened, and a few seconds later, a hoarse high note pushed the venue into an extremely excited madness: "Qinchi, 66.66 million yuan!"

"Who is Qin Chi?"

"Where is Linqu County?"

Just when the bigwigs from all walks of life inquired about each other, a number of magnesium lights hit Ji Changkong, who was wearing an old suit, under the focus of the magnesium lights and surrounded by many reporters, Ji Changkong was very unaccustomed, in the crowded crowd, in the enthusiasm that rose like fire, he smiled unnaturally.

This middle-aged man with a medium height and an honest face, Ji Changkong, has since embarked on a short gambling career!

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"What do you think?" asked Yu Zhi as if he were assessed.

"I don't have any ideas, I just think it's an over-branded and degrading place. Qin Fan blurted out, and only after finishing saying did he feel a little "floating".

Yu Zhi didn't speak, just smiled, and didn't know what he meant. Qin Fan thought about it and felt that he was not wrong.

Time will prove that this so-called "standard king" is a very inauspicious laurel crown.

Starting from the Confucian banquet in 1994, to Qinchi in 1995 and 1996, and then to Aiduo in 1997 and 1998, the three kings of the five sessions were crowned without exception, and they quickly embarked on the road of destruction.

Qin Chi won the bid and achieved unprecedented brilliant results in the market, which in itself will put Qin Chi in a dilemma.

If Qin Chi does not win the bid for the second time, then its sales volume will definitely plummet. In the year of his coronation, the popularity of Confucius Banquet Wine increased dramatically, sales skyrocketed, profits and taxes increased by as much as 5 times, and the following year, after the disappointment at the Media Center, sales plummeted and finally disappeared.

For a challenged entrepreneur, this means not only the death of the business, but actually the end of the entrepreneur's life, which is absolutely unacceptable.

......

Before leaving Beijing, Chen Guo took the time to sit with Qin Fan and chat. Through the last contact in Shanghai, Chen Guo had a good impression of Qin Fan, and he was a fellow countryman with Lao Shi, so he was one step closer emotionally.

Although it was just an ordinary chat, Qin Fan still felt Chen Guo's faint uneasiness, and in Chen Guo's low tone, the "general attack order" launched by the company this year went from a miracle to a rout so fast that people still feel heartache and caught off guard when they recall it.

......

The low overall coordination of combat capabilities has made the battlefield extremely chaotic.

The Giant Group itself has no experience in the marketing of consumer goods, and the army of Giants in the battle is mainly composed of two types of people: one is the young students who have just walked out of school, they only have enthusiasm but no experience, and the other is from various health care product companies to jump ship or poach, they are actually a group of "mercenaries", lacking loyalty and a sense of belonging to the Giant Group.

For them, if the market is booming, they will raise their own value by shouting, and if the market is not good, they will take a handful of oil.

Only two months after the general offensive order was issued, Shi Yuzhu had to announce "entrepreneurial rectification".

However, it is a pity that due to Lao Shi's gambling personality and eagerness for quick success, he did not completely reorganize the team, so he launched the "Huge Bufei Battle" with the slogan of "let the people testify" next year, which started in large and medium-sized cities across the country, and the advertisements of the Giant Group were once again overwhelmingly poured into the media everywhere.

He also hilariously set up a general headquarters for the general battle headquarters, personally serving as the commander-in-chief, under the jurisdiction of three major "field armies," each of which led seven or eight "corps," and each "corps" had a number of "columns" under it, and the headquarters also selected capable personnel to form a "stormtrooper." In short, the posture is pulled apart, and the people are gathered. Shi Yuzhu also made a "pre-battle oath", personally raising his wine glass for the soldiers who went to the front line.

Outcome......

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What Qin Fan didn't expect was that after breaking up with Chen Guo, when they met again, it was him who came to borrow money!

"! these people want to be crazy. Li Xianzheng scolded disdainfully, despising and envy Ji Changkong, who shot tens of millions.

Qin Fan smiled, advertising in the prime time of CCTV is the same as "carpet" advertising, both belong to the "name-making movement"!

Because the current society has several major characteristics: First, the domestic population is large. Even if a product is not so good, as long as the fame is big enough, even if each person only tries it once, the manufacturer can make a fortune.

Second, the blind obedience of consumers. Something is so famous that everyone blindly follows it. The country has a large population, and once everyone blindly follows something, it is enough to stick this thing from the ground to the sky.

Third, the authority of the news media. Using the media to advertise products in various forms has a high degree of credibility.

The blind obedience of consumers, the large population, the authority of the media, the untestability of products, the lag of utility and the luxury of consumption are all favorable conditions for enterprises to win by making a name.

Some companies take advantage of the above conditions to get rich by making a name. Some enterprises make a name and get rich, which will induce more enterprises to join the ranks of excessive faming, and as a result, there are more and more enterprises that are over-famous.

Over-branding is a disaster for consumers and a trap for many businesses. With the development of the market economy, people's awareness of cost, choice and input and output are gradually increasing.

......

To put it bluntly, no matter what entrepreneurs do, they are still ignorant people!

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The last snow of '95 fell on the ground.

"Where are you hiding again?" asked Tang Yue, who was covered in snowflakes, blocking the door.

"Where do I have to report to you?" Qin Fan asked strangely.