In Li Xian's view, the Chinese market in the 90s was actually very distorted.

Where's the twist?

Distorted in the entire market, because of the shackles of the planned economy era, a pool of stagnant water for too long. After entering the market economy, all the previously suppressed vitality burst out at once. This kind of impact has triggered a rather strange phenomenon.

What phenomenon?

Marketing is king!

Whether it is New Taipei now, the old flying dragon, the sun god, including the health care product industry such as the newly rising Sanzhu and the giant. Or Lenovo, which is currently in the limelight, whether it is a computer industry like Gaoke, or even a traditional wine industry like Bang Ye Bai, Confucian Family, and Jian Nanchun......

All walks of life, if they want to stand at the forefront of the industry in the current market, the first thing they need to do is marketing.

If nothing else, let's talk about the two old rivals of New Taipei;

When Hengan Paper was just developed in the late 80s, its annual revenue was less than 2 million, and it directly advertised the opening of TVB's hit drama "Eight Immortals Across the Sea" with more than 1 million yuan. Relying on TVB's popularity in the southern coastal areas at that time, Anle sanitary napkins quickly sold well and became popular, and Hengan suddenly developed from a little-known small enterprise to the first brand of women's menstrual products in the southern coastal areas of China.

Let's talk about Wyverns. Annual marketing of two or three hundred million. It is not even willing to repair a factory and office building, but it is willing to take out one or two hundred million yuan for advertising every year.

It is by virtue of this radical and crazy advertising and marketing concept that a large number of industry leaders have been born in the Chinese market.

This kind of industry leader usually has a common trait - the product is not necessarily the best, but the advertising is definitely the loudest!

And this kind of enterprise, with the effect of marketing and advertising, has grown rapidly in a short period of time, and it has also made many entrepreneurs who want to make money and make a lot of money are enthusiastic and take them as their own examples.

But in Li Xian's view, this part of the enterprise has made a rather bad start.

Is marketing important?

Significant.

There is no doubt that even if the current market environment is good, it has long passed the era when the aroma of wine is not afraid of deep alleys.

In fact, since the development of New Taipei Group, the impression given to the outside world is that it is also an enterprise that has achieved the ultimate in marketing. After the growth of the New Taipei Group, many of the same industries are also learning and researching the New Taipei Group. Similar to Li Xian's previous "free paper", "intensive non-prime-time advertising" and "themed advertising" like Weiyou sanitary napkins, and then to the method of public service advertising to drive brand awareness some time ago, they have all been talked about by people in the industry, and even made into a case that has been carefully analyzed.

But in fact, Li Xian himself does not regard marketing as the first element of enterprise development and growth.

Marketing is just a means, and what he cares more about is management and equity.

If running a business is like building a house, then marketing is a wall that can be seen by outsiders. But for an enterprise, if it wants to have an everlasting foundation and stable development, the management and a clear equity division plan that people can't see are the foundation of the house buried deep underground!

At present, everyone's eyes are on the magnificent walls of the flat high-rise buildings, and few people clearly realize that what is buried in the soil and what cannot be seen or touched is the most important part.

Taking advantage of this opportunity, he wanted to share these two points.

However, it is obvious that many people, or most people, on the scene are a little unimpressed by the key points of Li Xian's paintings.

Seeing that the content he emphasized did not get enough emotional feedback from everyone in the audience, Li Xian was not in a hurry.

After a few brief words, it was officially started.

Although the management concept and equity concept occupy a considerable amount of space in the lesson plan he planned, he also has no private hiding in the marketing area.

In today's China, the science of marketing is still in a very superficial stage.

Just look at the best-selling books in bookstores now, for businessmen, what books are most attractive to them in bookstores now?

Or the book "He Yang's Ideas" published by He Yang two years ago!

What is the general content of that book?

It's nothing more than a list of some of the brain holes that He Yang himself has nothing to do at home, such as "Contraceptive Chewing Gum", "Chopsticks to Record the Week", "Magic Wine Bottle" and the like......

That's it, most of the people who have read this book have become He Yang's licking dogs, and they have put the guy who talks nonsense a lot of times just in his brain, and he has been put on the throne of the altar of "the king of ideas" and "the god of marketing".

Do these things work?

Admittedly, some of the ideas worked.

But!

Time has proven that the vast majority of them are taken for granted.

The reason for this is probably that most of them are pseudo-needs, and they have too frivolous grasp of the form, and there are too many deficiencies. The so-called "business wisdom multi-star" is nothing more than grandstanding.

But why is He Yang and this book so popular in this era?

In the early 90s, after more than 10 years of reform and opening up, China's market has moved from supply to demand, from rigid demand to quality and function!

It is because of this point that even though He Yang has too many flaws and assumptions, this cross-era thinking angle still has an enlightening effect on some Chinese businessmen!

And Li Xian's analysis of marketing starts from this point.

"What's the most basic point of marketing?"

At the beginning, Li Xian threw out a question.

Facing the staring and silent of the audience, Li Xian shook his head with a smile.

At this moment, in the face of everyone's confusion, he felt that his class was really meaningful.

The real barrenness is the barrenness of the mind.

And in the audience, these businessmen, who are worth more than one million, are obviously still poor people in terms of ideology. There is an element of accumulation in their success, but there is also an element of luck in more than that.

Seeing that no one answered, Li Xian swept his gaze casually, and finally landed on Kong Zheng, who was sitting in the front row.

"Lao Kong, you wrote to me, when we had dinner together the day before yesterday, I heard you say that you have seen a lot of things in the past six months, how do you understand this problem?"

was named by Li Xian, and Kong Cheng raised his buttocks. Facing everyone's gaze, Kong Xing scratched his ears and cheeks, and finally said after eating: "I can't say it well." ”

"Hey, don't be shy, such a big man, you can say whatever you want!" Li Xian laughed and encouraged.

"Then ......," Kong Cheng smiled innocently, "then I'll talk about it, if it's not right, don't laugh at it." ”

"No, Lao Kong, you can just say it. ”

"That's right, you are also half of Dong Li's protégé, and you must know more than us, hurry up and talk about it. It's all about sharing experiences, and we promise not to laugh!"

Encouraged by everyone, Kong Cheng pondered for a moment.

Finally, he opened his voice: "Let me keep my feet, this business is sometimes almost the same as opening a brothel earlier." Li Dong said that if you drop this marketing, then you will shout at the door with the old bustard. I have to call all the gentlemen who are walking on the avenue in, so that he can see our girl and pay money from you......"

Rumble!

When Kong Action said this, the scene fell into a burst of laughter.

Looking at Sao's flushed face, Li Xian couldn't help but be happy.

"You didn't laugh just now. Bah, you don't talk for miles!"

"Okay, okay," Seeing Kong Xing's face flushed, blowing his beard and glaring at the people around him, Li Xian hurriedly asked him to take a seat.

After everyone had laughed enough, Li Xian pressed his hands and controlled the atmosphere of the scene. smiled: "Lao Kong's words, what he said is rough." But I have to say, he was right!"

"Then Dong Li, according to what you say, we are all old bustards who do business?"

"That's right!" Li Xian pinched the head of the chalk and emptily said: "In essence, the nature of business is the same! Whether it is a service industry like a brothel in Qinglou, or an industrial enterprise that makes canned food and sells feed. There is only one goal for us!"

"What is it?"

As he spoke, Li Xianhuo Ran turned around and wrote a string of board books on the blackboard with vigorous and powerful handwriting.

"Submit our products and services to consumers who have needs, or potential needs, and make profits!"

"This process is called marketing!"

Looking at the headline "Products, Services - > Customers" on the blackboard, there was silence in the audience.

Everyone knows that what Li Xian says next will be very valuable.

......

The time had reached almost eleven o'clock, but there were still cars coming over one after another, stopping at the gate of the property and land.

After learning that Li Xian's lecture had begun, the people who got out of the car hurriedly registered at the door, and then walked to the auditorium under the guidance of the base security guards.

At this time.

Outside the auditorium, looking at the familiar faces who arrived one after another, a group of three people were talking in a sneaky whisper in the corner.

"Brother Ying, there are a lot of them. We guys didn't bring it, come here to make trouble, we can't be beaten, right?"

Seeing the crowd in the auditorium, one of them said stubbornly.

"! He Li Xian was doing something at the anniversary celebration of my family the day before yesterday, so why don't I come over and add trouble to him?

"Brother Ying is right! Didn't we register at the door? Since there is no charge, just listen to it, then don't let us ask questions and find faults? A hairy boy in his early twenties, what kind of ability can he have? Doesn't he want to be in the limelight? Let's let him leak his face today!"

These three people are none other than others.

It is Qin Dianguang's three sons and nephews.

The person at the head is Qin Dianguang's eldest son, Qin Junying, who almost started with Zhou Yong before.