Zhang Guodong, the new president and CEO of Jianlibao, recently appointed a special adviser to the president, who also serves as the director of Jianlibao's brand management and planning department. This caused various controversies from Xifeng to Jianlibao, because Zhang Guodong did not promote cadres from within, but directly introduced talents from outside to serve as middle-level managers.

This is nothing, Zhang Guodong actually made his own decisions and gave this outsider 0.05% of Jianlibao's dry shares.

This move caused an uproar, and some executives at Xifeng headquarters even slapped the table during the meeting, angrily accusing Zhang Guodong of wanting to stand on his own. Obviously, there are so many cadres in Xifeng, capable and qualified, what does it mean that you Zhang Guodong was sent to be the helmsman of Jianlibao, and suddenly someone came in from outside to take up an important position?

Even Yang Xin was a little overwhelmed, so Zhang Guodong immediately rushed back to the headquarters to accept the company's high-level meeting.

At the meeting, Zhang Guodong had a very unpleasant quarrel with other executives of Xifeng, because he said that Xifeng was becoming more and more rigid internally, and the phenomenon of seniority was becoming more and more serious. Especially in the area of brand management and publicity, we always follow the old routine and can't jump out, and we must introduce fresh blood to make a breakthrough. Since the chairman asked him to take charge of Jianlibao, Jianlibao should have the final say, and he can reform as much as he wants.

When these words came out, they almost pointed at the noses of many executives and said: I'm not targeting anyone, everyone here is rubbish!

In the end, Zheng Xuehong stood up to play a round and asked Zhang Guodong to take the person to Song Weiyang to see, and the chairman personally assessed and decided whether the person would stay or not.

Although Zheng Xuehong has long resigned as COO, his influence is there. Not only did he have many descendants cultivated by himself, but he was also an important shareholder of the company, and held a position similar to that of the commander of Jinyiwei, which ended the unprovoked quarrel with one sentence.

Sheng Hai.

Mr. Zhang has set up a new Jianlibao brand management and planning department, and I am Zhu Xiaoming, the minister of this department. Zhu Xiaoming smiled.

Song Weiyang said, "Please be seated." ”

Zhu Xiaoming sat down neatly, lifted his gold wire glasses and said, "If the chairman has anything to ask, just ask directly." If you think that I am not capable, or for any other reason, I can step down immediately, take my bag and leave Jianlibao. ”

Song Weiyang said: "Tell me about yourself." ”

Zhu Xiaoming said: "After graduating from university, I became a professional manager of Goldlion Huadu Branch in 1992 and facilitated Goldlion's sponsorship of China's bid for the 2000 Olympic Games. In 1995, I left Jinlilai and started my own advertising company, and in 97 years, my personal assets were 70 million yuan. At that time, I suddenly became a big boss, and I quickly swelled, and in 1999 I went bankrupt. Sohu's current Renren (alumni) was formerly called ChinaRen, and I was one of the first employees. After Sohu acquired ChinaRen, I left the company to start my own business and was still an advertising planning company. I single-handedly planned and operated last year's 'Backgammon Mission Hills Tiger Woods Golf Challenge China', which is by far the highest level, the highest individual appearance fee and the largest investment in China's private commercial tournament. Coach Milou's commercial development this year was also done by me, and although I made a lot of money, it seems to have attracted more scolding. ”

"Last year's golf challenge was very successful, why don't you continue to open an advertising agency and come to join Jianlibao instead?" Song Weiyang asked.

Zhu Xiaoming said: "There are several reasons. First, I had a little unpleasant trouble with my partner, he is the company's CEO, I am the company's vice president, and he has the final say in the company's development direction; second, I have a deep personal relationship with Mr. Zhang Guodong, the president of Jianlibao, Xifeng 1997 sponsored the table tennis tournament is my operation, and the person in charge of the business meeting is Mr. Zhang; third, I am very optimistic about the future development of Jianlibao, and Mr. Zhang gives me very favorable conditions, directly give me Jianlibao 0.05% of the annual dry stock dividend, and the annual salary is also very high. ”

Song Weiyang couldn't help but smile, he had already heard of Zhu Xiaoming's name long before he crossed over.

This person is one of the "Top Ten Marketing Operators" in China, and there are too many classic cases of leading planning and operation. He was the planner behind Goldlion's sponsorship of China's bid to host the 2000 Olympic Games, the mastermind behind BBK's golf challenge, the planner behind Red Bull becoming the exclusive strategic partner of the NBA Chinese mainland, the mastermind behind Mengniu's super-successful marketing campaign "Between Cities", and Milou's commercial developer in China...... This person later founded a sports media company, which is the only sports consulting agency for many companies such as Mengniu, the Chinese market cooperation and development agency for the Rockets and the Warriors, and the Chinese economic company of NBA star Sean Battier, and he even served as an advertising consultant for CCTV Sports Channel.

Even if Zhu Xiaoming has just fallen out with his partner, even if he is now at a low point in his career, he still belongs to "getting married" to serve as the director of Jianlibao's brand management and planning. If Jianlibao does not invite him over, this person will soon become the assistant president of Red Bull (China) and carry out a drastic reform of Red Bull's brand strategy in China.

Song Weiyang asked: "If you are the director of brand management and planning of Jianlibao, what do you think should be done next?"

Zhu Xiaoming said: "First of all, we must have accurate brand positioning and market positioning. Jianlibao's previous brand positioning was sports materials, which was too restrictive and should be changed to a functional drink. I've studied Red Bull's market sales, and their main customers are white-collar workers, young people who like to play clubs, drivers, sports enthusiasts, and that's the benefit of energy drink positioning. When people are sleepy and tired, the first thing they want is the Red Bull energy drink, not the Jianlibao sports drink. But I think there is still a problem with Red Bull's brand image, and energy drinks are both a selling point and a sales limitation. ”

"You go on. Song Weiyang said.

Zhu Xiaoming said: "Health, fashion, high-end, vitality, this is the new brand image I formulated for Jianlibao. The main target groups are: college students, white-collar workers, business people, entrepreneurs, sports enthusiasts, nightclub entertainers, and drivers. ”

Song Weiyang asked, "How to do it." ”

Zhu Xiaoming said: "Jianlibao asked Yao Ming to endorse, this move is very wonderful, and it is also one of the reasons why I agreed to work in Jianlibao." Next, we can work around Yao Minglai, get in touch with the NBA externally, and sponsor basketball-related events internally. In detail, I will facilitate Jianlibao to become the exclusive strategic partner of the NBA in Chinese mainland, and at the same time let Jianlibao sponsor Chinese TBBA events. ”

"NBA China's exclusive strategic partner, I'm afraid this is a bit difficult. Song Weiyang said.

Zhu Xiaoming smiled quite confidently: "It's difficult, but it's not impossible, if this thing can't be done, I will resign directly." ”

Song Weiyang asked again: "What is the TBBA event?"

Zhu Xiaoming explained: "It is 3x3 basketball, commonly known as 'bullfighting'. China's TBBA event, Hu Jianxing has been doing it two years ago, and it is sponsored by Red Bull. My plan is to directly promote this event, which is popular in one or two southern provinces, to the whole country, and to bring in universities and high schools all over China. The scale of contestants at all levels can reach 100,000 people, and the number of direct influencers can reach 100 million people. ”

"I can see that you especially like to engage in big battles, and the planning plans are all difficult," Song Weiyang frowned, "If you want to achieve the scale you said, I'm afraid you have to sponsor a lot of money, and the difficulty of operation is also very high." ”

Zhu Xiaoming said: "It costs a lot of money, but there is no need for our family to come out." Pull another sports brand in, such as Li Ning, or Xtep, and the two companies will jointly name it. For example, 'Jianlibao Li-Ning Cup' and 'Jianlibao Xtep Cup', there is no conflict between making shoes and clothes and selling drinks to us. I know the CEO of Xtep, and I have ninety percent confidence that Lat will enter the group. In terms of publicity, Xifeng has a good relationship with major media outlets, and Mr. Song has a close relationship with several major portals. In particular, Sohu's Renren Network, we can do online publicity through alumni records, and we can also do publicity through QQ's pop-up advertisements. ”

"It's kind of interesting. Song Weiyang smiled.

Zhu Xiaoming said: "As long as the NBA's exclusive strategic partner contract in China is won, there will be a wave of bullfighting, plus Yao Ming as the spokesperson." Three-pronged, mutual promotion, if Jianlibao's sales can not increase by 100% within a year, then there is no need for the chairman to hold the chairman accountable, I will take the blame and resign, do not pay any dividends, and even the annual salary will be refunded!"

Song Weiyang said: "It seems that you are full of confidence. ”

Zhu Xiaoming said: "My confidence also comes from the sales channels of Xifeng and Jianlibao, and I am afraid that it will be a mess if it is replaced by other companies." ”

"Welcome to Xifeng (Jianlibao)," Song Weiyang stood up and shook hands, and promised, "As long as your plan is successful, don't ask for any dry stock dividends, I will directly distribute Xifeng shares to you." Of course, these stocks are paid, and the next time you issue additional directional shares, I will give you the price of the veteran employees, but you need to pay for it yourself, and your money is not enough to slowly deduct it from your annual salary. After five years, the shares will be free to trade. ”

Zhu Xiaoming said with a smile: "It seems that the chairman wants to tie me to the ship of Xifeng, thank you for your trust!"