"Brother, how can you have a urine sex with Master Diao Si Ancestor, you shed tears. Lin Chen's elbow touched Xi Mingdao.

Xi Ming wiped his eyes.

"There was a bug in my eyes just now, and there were tears, don't talk nonsense, a manly man bleeds without tears!"

The bald Shi Yuzhu was impassioned in the MBA class.

"Thinking back to the past, he scolded Fang Xuan. ”

After the company got bigger, I didn't know myself anymore, and I thought I was quite good. At first, I was modest, but at this time, when I saw that there was a team of two or three hundred people, with an income of hundreds of millions of dollars a year, I began to swell, and I couldn't understand myself correctly, so I thought that I could succeed in whatever I did.

We took a 90,000-square-meter piece of land in Zhu City.

By 1993, our Giant Group was getting bigger and bigger, with 38 wholly-owned companies, and after five years from scratch, I became the eighth richest person in the Forbes mainland.

After that year, I reached the pinnacle of my life, but it was also eye-catching, our Hanka was secretly given to other computer companies by insiders, changed its name, and went to the market to make a profit.

That year, because I had a big piece of land given to me by Zhu City, at that time, the real estate was hot, and the whole country was feverish, so I also dizzy, and decided to invest in real estate and build a giant building, and the design of the building was constantly increasing.

8 floors. 38 floors. 54 floors. 64 floors

72 floors. I gritted my teeth and went to the 78th floor.

Jianzhu City's tallest building, a 78-storey building, with a budget of 1.2 billion yuan.

At that time, the reports were all my good, saying that I was building the tallest giant building in the country, with a height of 260 meters and a total of 78 floors, which is an unprecedented building in Chinese mainland.

The media said that I Shi Yuzhu was very good!

At this time, I felt that I was really good, and I also diversified the development of the company, developing educational software, bioengineering, and other industries such as clothing and cosmetics. The stall was spread to six or seven business divisions at once.

I'm also aggressive in industries that I'm not familiar with.

Attack from all sides.

Afterward.

Educational software has been wasted because there is no hardware infrastructure on campus.

At this time, my main project Hanka was pirated, and foreign software began to enter China in a big way, stealing the living space of Hanka.

Eager to break through the IT dilemma, I focused on the health care products industry that was emerging at this time, and spent 120 million yuan to develop a new product, Brain Gold.

I started out in advertising to grab the market.

First of all, I'm fighting advertising wars. After the brain gold was listed, it encountered another health care product brand, Duoling Duoyu Brain Essence, in Jiangsu and Zhejiang.

We started an advertising war in the media: Duolinduo invested 1 million yuan in advertising, and Brain Gold immediately invested 2 million yuan.

In terms of advertising slogans, aiming at the "five boxes and one course of treatment" of Duoling and Fish Brain Essence, Brain Gold hit "four boxes are effective".

In terms of media investment, Brain Gold focuses on image promotion on CCTV, such as the 30-second advertisement broadcast in the A special segment on December 1; Regional media focus on functional appeals, focusing on local daily newspapers and evening newspapers, which are published every three days, supplemented by popular science articles, plus outdoor publicity such as posters and flags. At that time, the daily advertising amount of Brain Gold in East China alone was as high as 100,000 yuan, but its input-output ratio reached 1:8. Secondly, build a branch and set up a marketing department to attack strongly.

Again, all kinds of promotions are overwhelming. At the same time that hard advertising is in full bloom, I ask to increase the proportion of soft publicity, pay attention to the collection of consumer cases, and carry out the publicity of brain gold clinical test reports, typical cases and popular science articles.

Brain Gold succeeded, the first campaign from October 1994 to February 1995, only 4 months, in the case of insufficient supply, the collection exceeded 180 million yuan, and the "violent marketing" achieved remarkable results.

At that time, when Sanzhu, Sun God and other health products were still doing wall advertisements in rural areas, I adopted an overwhelming, pervasive, and indiscriminate advertising strategy, coupled with channel construction and strict management, to make a new health care product a household name among 1.2 billion Chinese.

Back then, together with my brain gold, I became a well-known star for women and children.

After achieving certain results. I started to overestimate my abilities again, and I started to make mistakes.

We slowly took the first step, and the mistakes we made at this time were not too serious, and we had not started to run, and we had done a little relatively solid work, such as investigating brain gold, finding research and development, choosing advertising slogans, and so on. When it was put on the market for three months, the monthly sales revenue was 30 million, and I was completely carried away.

In addition to Hanka, we were successful in making the second eye-catching brain gold, so I organized three major campaigns to bring 12 kinds of health care products, 10 kinds of medicines, and more than 10 kinds of software to the market again.

This time, I invested in so many projects at once. Looking at it now, if you know a little bit about management and business operations, you know that this will only lead to failure. Because you don't have that much manpower, financial and material resources, you can't keep up in all aspects. Therefore, the advertising cost of 50 million for the three major battles was finally wasted.

The frivolity of the time can be seen in the advertisement. There is a deep impression, the upper row of Chinese characters is the giant action, and the lower row is a row of giants walking hand in hand, there are Marx, Engels and so on. Because of arrogance, ignoring the essence of advertising, what is the product, what benefits can it bring to consumers? This information cannot be effectively conveyed, and advertising is a waste.

And when the product is advertised, the product has not yet been produced, and when the product comes out, the advertisement is stopped, and the funds are tight, and the reason why the funds are even tighter is that we built the Giant Building. In this way, the giant quickly fell into a trough.

From January to September 1997, I flew everywhere all day. We had 20 or 30 projects, and each of them wanted to be protected, but the last one didn't survive. So, when you find that the project trend is not working, the team is not working, if it is not saved in the next stage, no matter how big the loss, quickly cut it.

Now that I think about it, it is important for companies to remember that they cannot diversify if the conditions are not successful. I think that the leader of an enterprise can only do one thing at a time, and you will see that I have done a lot of things later, but I have insisted on doing only one thing at the same time.

In 1996, when the Giant Building's funds were in a hurry, and I decided to transfer all the funds in health care products to the Giant Building, the health care products business quickly flourished due to excessive funds and poor management. The sales of brain gold have reached 560 million yuan, but there are more than 300 million bad debts......

At the beginning of 1997, the Giant Building was not completed on schedule, and the Giant Building, which was only built to a few floors on the ground, was suspended, and became an unfinished building, which was the pain of my life! It was the biggest mistake in my life.

At this time, the Giant Building has invested 300 million, and I, Shi Yuzhu, have also become "China's first loser", and at this time, my Giant Group has also existed in name only.

In the world, it is said that the Giant Building has dragged down my Shi Yuzhu, but in fact, it is not the Giant Building that has dragged me down Shi Yuzhu, but that I have invested in too many fields, mismanagement, and too many bad debts.

When the Giant Mansion collapsed and debt collectors flocked to it.

It was the second time in my life that my wife had been separated from me.

The wife is gone.

The career collapsed.

Nothing.

When talking about the Giant Building, Shi Yuzhu's tears flashed at the beginning, and everyone was the same, as if they had knocked over the five-flavor bottle in their hearts.

Then Shi Yuzhu continued to preach, as a person who has failed, or at least has experienced failure, I think I should always learn something from it. When people are successful, they can't learn things, when people are in good times, when they are successful, they can't sink down, and the things that are summarized are naturally very empty things.

Only when there is a failure, the lessons learned are profound and true.

The huge building is unfinished, the huge group is about to go bankrupt, I fell, the pressure is very great, I began to sleep, the most difficult time, all day to find investors to buy our company, at the beginning I asked for the price, said you out to 50 million, this company you control, accounting for 50%, to the end of the defeat like a mountain.

In the past, many of my friends didn't answer their phone calls, and he thought that as long as you looked for him, it would definitely be fine. I used to be crazy, and others saw me as pretty good, but now I go to these people to talk about cooperation, and I often have to receive a lot of bad eyes.

At that time, I fell into such a trough, and tried to save for almost half a year, but the giant really couldn't save it, and when there was no hope at all, I did a deep reflection, locked in my room for almost two months without going out, and finally thought about some of the real reasons for our failure.

This is what I want to tell you, the reason why I, Shi Yuzhu, can still get up later, and understand a truth: Don't just "think positively", but "think backwards", and "abnormal" people can get ahead.

Failure is the mother of success, and success is the father of failure.

After a person succeeds, he will get carried away, thinking that he is very capable, and he will lay the groundwork for failure. On the contrary, if you fail, you will definitely reflect, and at this time, thinking and summarizing are the most real and precious.

I thought about it a lot, thought a lot, and felt that health care products still had a problem, and the brain gold was broken, so I began to ponder and ponder the later brain platinum.

Shi Yuzhu talked about the glory and fall of the past, thinking about how to rise, and Xi Ming deeply understood the meaning of the professor's sentence that reading a book is not as wonderful as having a conversation with a wise man.

Deeply immersed in it, into that special era.

It was really rewarding to hear!