When Zhu Xiaoming went back to Jianlibao's internal meeting and proposed his brand strategy and activity plan, it once again caused a huge controversy.

Because Jianlibao is not Zhang Guodong's word, some people from the Yang Xin faction, the veteran faction (cannery), the Zheng Chen faction and the MBA faction have been transferred to Jianlibao to hold important positions. Although there are many factions, as long as they don't mess around, they are still conducive to mutual supervision and competition.

However, Zhu Xiaoming's move this time is too big, and only one NBA China's exclusive strategic partner feels whimsical. What's more, he wants to make an event with 100,000 people participating in the country and directly affecting 100 million people, even if there are other companies to 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 too large.

Jianlibao is split and reorganized, and it is a layoff to buy out seniority, and now there are still a large number of fixed assets that have not been sold, and the capital consumption is very serious. If it is implemented according to Zhu Xiaoming's plan, it will either go to the bank for a loan, or seek a loan from the parent company, Xifeng, the parent company.

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 have an exclusive partnership with us?"

"The NBA has always wanted to explore the Chinese market, and we had initial contact with Yao Ming's team and the Rockets because of Yao Ming's endorsement contract. The name of the NBA is too loud, just like a beautiful girl no one dares to chase, I estimate that the whole of China will be me, Zhu Xiaoming, will whimsically seek cooperation with the NBA. As long as the NBA wants to enter the Chinese market, they can only choose to work with me. Please rest assured, I will personally lead the team to the United States to negotiate, at least to sign an exclusive contract for more than two years!"

"Do you know what 100,000 people are? Do you know what the scale of an event that directly affects 100 million people is? how to communicate, how to organize, how to publicize? Have you considered all of this?"

"I think about all of this. I have a good relationship with the sports department, and the chairman has a relationship with the education department. Then directly find the sports and education departments to take the lead, now Yao Ming's momentum is hot, as long as we play the sign of revitalizing Chinese basketball, the relevant departments will definitely cooperate, because this is also a political achievement for them. Therefore, we don't need to worry about liaising with and organizing colleges and universities across the country, and we only need to assist in publicity. Don't underestimate those who are in charge, they have experience in running large-scale events. ”

"The market price of red can Jianlibao is 5 yuan, and some remote places even sell it for 6 yuan 5, and college students are not our target customers at all. Most of them have limited living expenses, and even if they buy drinks, they prefer mineral water, cola, and iced tea. You have such a big battle, spend so much money, organize an event with 100,000 participants, and include 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. And do college students in the United States have the money to buy a car? No, even if they buy a car, they buy a second-hand car. General Motors is not stupid, how can they do useless work. According to the survey, 8 out of every 10 college students who have been exposed to GM advertising regard GM as the first criterion for buying a car in the future. College students represent the future, and they are the most valuable potential customers!"

"The future is the future. The problem is that the company is short of money now, you have to spend too much money, and you can't change the status quo very well!"

"You're wrong. When I say college students are the most valuable potential customers, it's not that they don't have spending power right now. Colleagues, the youngest of you is over 35 years old, and your impression of college students is probably still stuck in 10 years ago. Today's college students are very rich, especially those from the cities, and their spending power is far greater than that of the average wage earner!"

“……”

Zhu Xiaoming almost fought with a group of Confucians, and in the face of the doubts of many senior executives of the company, he persuaded nearly half of the opponents on the spot.

In the end, Zhang Guodong, who had not spoken, sat up straight and said: "Okay, the discussion has ended here, I agree with this plan." Don't do any voting, as the president and CEO of Jianlibao, I have the right to make decisions. If something goes wrong, I will take responsibility, and I will also take care of it at the headquarters, and if I don't have enough funds, I will find a bank loan. Adjourned!"

Reform is really a difficult thing, in the face of the scarred Jianlibao, Zhang Guodong made drastic changes as soon as he took office. Looking back, he found that the team he brought from Xifeng was not easy to call, and Xifeng had gradually suffered from the "big enterprise disease", and many times the concept was conservative and the response was slow.

This situation is normal for Xifeng, and almost all large companies have similar problems. As long as the system is perfect, and as long as the decision-making level does not engage in infighting, then to a certain extent, it will be more conducive to stable development.

But Jianlibao is different, the sales of green can Jianlibao continue to decline, and the red can Jianlibao is opening up a new market. This is tantamount to starting a business again, and he can't be dragged down by the disease of a large company, so Zhang Guodong tried to introduce fresh blood and stimulate his management team.

As for why the sales of green cans Jianlibao continue to decline, because the production cost of this thing is high, but the terminal price is not far from Coke. So retailers are in difficulty, the price is too low to sell the profit is insufficient, the price is too high and the fear of no sales, gradually more and more retailers give up Jianlibao.

It's hard for you to imagine that the green jar of Jianlibao actually adds natural honey, can the production cost be not high?

Don't blame Zhang Guodong for being black-hearted, he has quietly changed the natural honey in the raw materials to 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, and you have to say that natural honey is more nutritious, then there is no way.

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

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

In Zhang Guodong's vision, the retail price of the green can of Jianlibao is 2.5 yuan, and the retail price of the red can of Jianlibao is 5 yuan - because of storage and transportation factors, the price will be higher in some areas. 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 fierce, maybe you are mistaken.) PepsiCo only acquired Gatorade in 2001, and Gatorade entered the Chinese market in 2006, which was basically unavailable in the Chinese market at that time. ）

Before Jianlibao's bank loan arrived, Zhu Xiaoming had already taken people to the United States. In only one and a half months, he successfully persuaded NBA officials that the two sides reached an exclusive strategic partnership in Chinese mainland, and this contract was signed for a period of three years, and Jianlibao also had the right of first refusal.

During the negotiations in the United States, Zhu Xiaoming was still using a transatlantic phone to operate remotely, and easily finalized the national event of TBBA, and asked Xtep to join 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. Obviously, he can't be quick and sharp-tongued, and he is equally handy at dealing with complex practical matters.

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

God-man, it's too fierce!

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

Xifeng is gradually suffering from the disease of a large company, and Shenzhou Technology is similar, Shen Fuxing has been a little anxious in the past year, and his own ability is gradually insufficient.

The overall performance is that some departments of Shenzhou Technology are overstaffed, the corruption in the procurement and sales departments is slightly serious, the small project teams of the three major R&D centers are not highly motivated, and the large project teams are competing for power and profit and affecting the progress.

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

This situation is similar to Huawei in 1997, when Mr. Ren did not know what to do, so he personally went to major high-tech companies in the United States to investigate. It just so happened that IBM had just gotten out of a large company, and Mr. Ren immediately decided to take IBM as a teacher, and paid a total of 4 billion yuan in tuition fees for five years.

Shen Fuxing had no choice but to complain to Song Weiyang, and Song Weiyang said directly: "You pay some tuition to Huawei, I will contact Mr. Ren and ask Huawei to send an advisory group over." Don't be afraid of hurting your muscles and bones, ten years ago, when IBM rectified the disease of large companies, it directly replaced two-thirds of the top management, laid off more than 40,000 employees within half a year, and lost more than $8 billion in the first year of reform, but it turned losses into profits in the second year and got better and better. ”

"Then I'll try. Shen Fuxing was completely bottomless in his heart.

Song Weiyang said: "You have to make up your mind, whoever gets in the way will be attacked, and the biggest obstacle is your descendants! If you can't complete this task, then I will personally end the game, and then I will only attack more ruthlessly." Which is more important, you weigh a little bit yourself. ”

"Understood!" Shen Fuxing decided to attack his henchmen.

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

Shen Fuxing has beaten many times in private, but the other party has relented a little every time, and it won't take long for it to get worse. It's time to be ruthless, as long as you take this person down, you can knock the mountain and the tiger immediately, and the rest will be much easier. He didn't deal with it before, firstly, out of personal feelings, and secondly, he didn't know how to operate in the future, and if he got one down, he would definitely raise a second, and it would not have much impact on the overall situation.

Now it is a comprehensive reform, modeled on Huawei's "IBM-like" management model, and then combined with the specific situation of Shenzhou Technology, to change the current bad situation from the institutional point of view.

Shen Fuxing thought for a moment and asked, "Some people and things, can you be a little merciful?" I don't want to do too much. ”

"You can do it yourself. Song Weiyang said.

"Good. Shen Fuxing simply hung up the phone.

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