In cooperation with Hailan Group, packaging and promotion of Jinlong's personal brand is also part of the brand's work.

Entrepreneur brand not only includes having a deep understanding of entrepreneurs, nor just singing praises to entrepreneurs, but according to the personality and characteristics of entrepreneurs and the characteristics of the enterprise itself, comprehensive brand positioning and building, as well as brand output for entrepreneurs in all aspects.

Including entrepreneur interviews, entrepreneur public welfare, entrepreneur activities, entrepreneur remarks, as well as entrepreneurs' writings, as well as entrepreneurs' clothing suggestions, etc.

Therefore, Yu Jinlong's speech at Rendezvous University was very pleasant to negotiate with the Academic Affairs Office of Rendezvous University, and even the approximate time Cui Ningdu and Yu Jinlong had already been finalized in advance.

However, Cui Ning clearly informed the Academic Affairs Office that some of Hailan's cases and corporate stories need to be supplemented by himself, and as a former executive and current partner of Hailan, he will also communicate with the alumni on the spot.

Rendezvous University was naturally reluctant to ask for Yu Jinlong's speech, so other offers were also pushed along the way.

In the afternoon of early autumn, Chairman Yu Jinlong and Cui Ning came to the most famous university in Longdu to exchange the topic of "management and brand" with thousands of students on the spot.

Chairman Yu Jinlong's speech is naturally inseparable from management, especially the management experience of Hailan Group.

Among the companies started in the 80s, many of them have disappeared into the vast sea of people, including some so-called "famous brands" that were once in the limelight, as well as names that frequently appear on TV.

As one of the few successful enterprises, Hailan has strong vitality and influence in both products and brands, and has a super reputation among the people, so it naturally has its way to success.

Yu Jinlong mainly talks about the seemingly simple management method of "daily affairs are completed and daily clearance is high", as well as the case of "Hailan Culture Activates Shock Fish" that is all the rage in the management world.

The completion of daily affairs means that today's work must be completed today, and the daily high means that the things to be completed today must be qualitatively improved compared with yesterday, and the goals to be achieved tomorrow must be higher than today.

That is, the so-called "a little progress every day", a combination of the multiplication theory and the lotus theory.

There is a well-known theory in economics called the lotus pond effect, which basically follows: Suppose a lotus pond needs 30 days a month to be fully covered with lotus leaves, and the growth rate of lotus leaves is double every day. So what percentage of the lotus pond area is covered by lotus leaves on day 29?

The answer is simple: it covers 50%, or half of the total area of the lotus pond. Many people think that the lotus flowers in the lotus pond seem to bloom overnight, and they are beautiful. In fact, the previous preparation work was by no means achieved overnight.

Within the enterprise, every employee can make a little progress every day, and the benefit lotus of the enterprise will soon bloom in the entire pond.

Of course, Nissin Nisin and a little bit of progress every day The management idea is also derived from the management essence of the Oriental country, but Chairman Yu Jinlong's "self-assertion" has been localized, of course, few people know the existence of Jiang Lao.

As for the "activation of shock fish", that is also the practice of Hailan in the development, as the great collar * sleeve said, "If you want to know the taste of pears, you have to find a way to change a pear and taste it for yourself".

In terms of management, Hailan's slogan is "training for battle, not for seeing", everything is subordinated to the effect, and everything is centered on customers and the market.

In the business philosophy, "fish" is used as a metaphor for "enterprise".

Eating "shock fish" is a metaphor for the merger and expansion of Hailan. The body of the fish is not rotten, which is a metaphor for the hardware of the enterprise is very good;

The shock fish refers to the fish in a state of shock, that is, the metaphor of the enterprise's ideology and concept problems, resulting in the stagnation of the enterprise. Once this kind of enterprise is injected with new management ideas and has a set of effective management methods, it can be activated quickly.

"Activating the shock fish" is actually the original enterprise has a problem with people, and the problem of people is an ideological problem and a system problem. Do not dare to break through, do not have real market-oriented thinking, and are destined to be eliminated by the market.

Hailan's advantage is to change people first, and then change ideas, play chess alive, activate stagnant water, and activate fish.

In the past 10 years, Hailan has merged 18 companies, and all of them have turned losses into profits. In 14 of the 18 merger cases, the total loss of the merged enterprises reached 550 million yuan, and the final revitalized assets were 1.42 billion yuan, successfully achieving the goal of low-cost expansion.

The national conditions determine that it is impossible for Longguo enterprises to engage in mergers and acquisitions and reorganization, and to copy foreign models. Due to institutional reasons, the small fish do not feel that they are small, and the slow fish do not feel that they are slow, each has its own reliance, enjoys itself, and lacks the enthusiasm and initiative for merger and reorganization.

So live fish won't let you eat, and eating dead fish will make you have a stomach upset, so only eat shock fish.

The reason why this topic is popular as the main topic of speech is that at the beginning of the year, the case of "Hailan Culture Activates Shock Fish" officially entered the classroom of Meiguo Harvard University, and Chairman Yu Jinlong became the first Dragon Country entrepreneur to appear on the Harvard forum.

Of course, at Longdu University, Yu Jinlong also had some praise and criticism for the education of Longguo, mainly communicating with Cui Ning in advance, to stimulate the students' patriotic enthusiasm and determination to fight for the Longguo brand.

In 1994, the sales of the top 500 enterprises in Longguo added up to 1.3 trillion yuan, and the world's top 500 largest Meimei General Motors Company was 1.4 trillion yuan, and the 500 companies were not as good as others......

We also know that many enterprises in Longguo in recent years are not confident, thinking that they can enter into joint ventures with international brands, and that they can go to the world with the help of international capital, and they can develop better.

But what we can see is that the panda is gone, the vitality 28 is gone, Tianfu Cola is gone, and our dragon country toothpaste has also become foreign-funded, if Sony and Panasonic are the left and right faces of the Toyo country, then our country is about to lose face.

All of you here are the pillars of our country, but also the hope of our country, a strong country is first of all to be economically strong, is to have a group of people who really love this industry, willing to engage in business management, otherwise everything is in the air.

As the chairman of Hailan Group, I welcome all the students here to know more about Hailan, and welcome everyone to Hailan to intern and work, and to work in Hailan's cooperative company.

The host saw Yu Jinlong signaling that his speech was over, and asked loudly:

"Then do the students have any of them willing to communicate with Chairman Yu?

Cui Ning once met in the cafeteria, a female classmate named Liu Qing, stood up:

"Hello Chairman Yu, good host, hello students, I am Liu Qing from the Department of Computer Science, I have just listened to a lot of theories of Chairman Yu, and I have benefited a lot, so I have a question, how far is our company from the world-class company?

Yu Jinlong thought for a moment and replied:

"Many of the so-called world-class companies are companies that have been precipitated for a hundred years, such as Coco Cola, such as KFC and Jiebao, as well as some automobile companies, including the computer industry, which has only emerged in recent years.

First of all, what makes a world-class enterprise, in my personal opinion, there are at least four criteria for a world-class enterprise.

The first criterion is first-class products and services, without first-class products, pure concepts and exaggerations, or a momentary hustle and bustle, are not world-class enterprises.

The second criterion is that any world-class enterprise must have a good brand and word-of-mouth effect. Therefore, the drug industry and the gambling industry will definitely not produce world-class brands.

As for the third criterion, a world-class enterprise must have world-class talents, just like our Longdu college students, without world-class talents, even if the company will achieve short-term success, it will not be long-lasting.

As for the fourth criterion, or the necessary condition, that is, a world-class enterprise must have good performance, without good performance, an enterprise that has been losing money will not have any practical benefits to the country, society, and employees, and cannot be said to be a first-class enterprise.

Then the question is, how far is our dragon enterprise from the world's first-class enterprises?

I think this question is very good, because the rapid development of our country in the past 20 years, whether it is products, technology or services, is actually not far from international enterprises, and it is really shoulder to shoulder. The rest is a matter of time, as long as there is enough time, we are very sure to catch up with or even surpass many international brands now, of course, at that time, we are a world-class brand of Jushi.

However, from the perspective of world-class talents, we do have a distance, such as management talents, such as the operators of capital, such as the quality of partner companies, these are all problems.

The reason why I can stand here today is also to thank my partner, Cui Ning from Kirin Tianhua Brand Planning Company, who used to be an important executive and hero of our Hailan, and is also an important partner of the Hailan brand, and it can even be said that it is an important guarantee for the Hailan brand to reach a higher level, and we dedicate our applause to Cui Ning"

There was warm applause at the scene.

Yu Jinlong continued:

"You students have some questions to communicate with Mr. Cui, and the advantage of communicating with Mr. Cui is that you can say bad things about Hailan, because I won't say bad things about Hailan, hahaha, everyone continue. ”

A male classmate stood up.

"Chairman Yu, hello, I am a student of the law school, my name is Sa Beining, this surname is relatively small, I watched the news some time ago, and saw that our Hailan launched a washing machine for washing sweet potatoes, including the sister-in-law noodle restaurant in Green Island for a time, and also made a *, I want to ask, is Hailan a little too diversified?

Yu Jinlong smiled when he heard this question:

"Xiao Sa, you know a lot about Hailan, but you don't know enough about it, Cui Ning is our brand's partner and consultant, I believe he is more impressive than my answer, we welcome Cui Ning to answer this question. ”