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Kong Changhe is a soldier, 84 years from the army transferred back to the locality, successively served as the manager of Weifang Food Company, the manager of the catering service company, twice turned losses into profits, in 93 transferred to Qinchi Distillery as the deputy director in charge of marketing, until 98 years, he left Qinchi Distillery This experience, Zhang Ke is very clear. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Qinchi Liquor won the CCTV standard twice, the miraculous rise, and the fall of some meteors, almost the end of the nineties in the domestic marketing profession in the most eye-catching enterprises, countless case analysis reports, almost to the Qinchi Distillery several managers of the sexual orientation of the analysis before willing to stop.

Last year, at CCTV's Media Center, Zhang Ke only met Wang Zhuosheng, the director of Qinchi Distillery, and Kong Changhe, the deputy director in charge of marketing, and others, and had no contact, but Zhang Ke's understanding of Kong Changhe was not in-depth, but quite comprehensive.

History is not simply copied, Aida Electronics was born out of thin air, and won the CCTV standard king that should have belonged to Shandong Weifang Qinchi Distillery in 96 years.

This is a good thing for Qinchi Distillery.

Kong Changhe went to Qinchi Distillery in 93 years, quickly reversed the long-term loss situation of Qinchi Distillery, and brought Qinchi Distillery to the fast lane of development, but the production capacity of Qinchi Distillery is only 3,000 tons, and it is simply unable to withstand the brand expansion speed brought by the CCTV standard effect.

Liu Minghui has a good saying: "In the domestic business circle, there is a special soil suitable for miracles to sprout." "Whether it is the first CCTV standard King Confucius Banquet or Aida Electronics, its success can only be described with a commercial miracle, which is in line with the Chinese people's desire to have something beyond the conventional and imaginary things to happen, and the Chinese people are also happy to see miracles happen, and the creation of these miracles is often an endless stream of marketing methods.

In the 90s, the role of marketing was infinitely exaggerated, creating countless star companies that flashed like meteors, and in the late 90s, people began to reflect on that era and called it the "era of big marketing".

This is closely related to the immaturity of the domestic consumer market in the 90s, and people are always prone to passively accept the information conveyed by various advertisements.

It is only ninety-six years now, and the Chinese people have not begun to reflect, and the role of marketing has not been exaggerated to the craziest.

Zhang Ke doesn't care about too many things, he is destined to be crazy, he just wants to control the people and things he can influence, in addition, he also wants to use this madness to help his father achieve a career in Xinwu.

Kong Changhe is not from a professional class, but he is definitely the top master of marketing in China, and people of his level do not say how novel the creativity is, the key is a strong will and a flexible personality. In Xinwu City, it is necessary to open up a new situation with the help of integrating the liquor industry, and Kong Changhe is a very helpful person.

Zhang Ke told his father that Xinwu wants to rush out of the chaotic liquor industry in China, and inviting Kong Changhe over can get twice the result with half the effort, and the matter of hitting the market can be handed over to Kong Changhe. What his father has to do, one is to control the rhythm of marketing can not be too crazy, Kong Changhe is a fierce general, and the fierce general kills the enemy and rushes forward, often easy to forget his own safety, and will put his own net worth and life into it, so he needs a reasonable person to control him, and the second is to fully integrate several liquor factories in Xinwu City, so that all aspects of the link can barely keep up with the speed of brand expansion and not fall into chaos or even collapse.

Although Kong Changhe served as the deputy director in charge of marketing in Qinchi Distillery, and Qinchi Distillery did not win the CCTV standard king, and it was developing steadily according to the established speed, it was not too difficult to hire Kong Changhe, Zhang Ke already knew from the information he had read that even if Kong Changhe made such a great contribution to Qinchi Distillery, his monthly salary only rose to 800 per month in the ninety-eight years since he left Qinchi Distillery.

On the one hand, the rapid development of enterprises, and on the other hand, the meager salaries of the management who have made great contributions to the development of enterprises, this is in itself one of the contradictions that state-owned enterprises have not completely resolved for 90 years or even until the 21 st century.

These contradictions are also easy to prompt an already thriving enterprise to have other serious problems due to a serious imbalance in the distribution of interests.

To a large extent, the restructuring of state-owned enterprises is a reform of the personnel system and distribution system.

When he founded Haizhou Holdings to solve the crisis of those difficult enterprises in Haizhou City, Zhang Ke suggested that attention should be paid to this aspect, not "and the horses run well, but also the horses do not eat grass", first through the internal management fund-raising, and then turn the fund-raising into a shareholding channel to achieve the purpose of management participation, small enterprises and even management control.

This trick was very effective in Haizhou, and those state-owned enterprises that were in the twilight were immediately activated, quickly getting rid of the predicament of difficult operation, and achieving the glory of Zhang Zhixing's period in Haizhou.

Zhang Zhixing integrated the municipal distillery in Xinwu to form a limited liability company, and the restructuring was more thorough, in addition to the retained management to raise funds and shares, but also experimentally implemented a reward system combining business objectives and equity incentives.

In the eyes of the Xinwu Municipal Party Committee and the Municipal Government, Zhang Zhixing is the most brilliant in terms of enterprise restructuring, Jiang Shangyuan and Liu Jue are not conservative people, not to mention that Zhang Zhixing only limits his actions to one enterprise, and the city naturally gives conditional support.

Zhang Zhixing personally went to Shandong to invite Kong Changhe, not only promised to give him the highest salary of Xinwu municipal government organs and state-owned enterprises, but also helped him transfer the organizational relationship from Weifang, Shandong to Xinwu, Donghai, his lover's work and children's schooling were solved together, in addition to the optional fund-raising and shareholding, he also explained to Kong Changhe in detail the decision-making of the Xinwu Municipal Party Committee and the municipal government on equity incentives.

Kong Changhe only thought about it for three days, then "betrayed" his original unit, Qinchi Distillery, and went to Xinwu with Zhang Zhixing.

Hearing Zhang Ke mention CCTV's advertising investment conference last year, Kong Changhe patted his head and said: "Oh, yes, you were sitting with Mr. Zhou of Aida at the time, I said that this day looks at how you feel so familiar, I didn't remember who it was." ”

Zhou You attracted attention, after the bidding decided to win the bid king, Zhang Ke deliberately kept estranged from Zhou You at that time, so Kong Changhe had an impression of him, but he was not impressed.

Kong Changhe just said this, did not continue to ask anything, in his opinion, Zhang Zhixing served as the secretary general of the municipal government in Haizhou before arriving in Xinwu, Aida Electronics is an enterprise in Haizhou, Zhang Zhixing's son and the vice president in charge of marketing of Aida Electronics appeared at the advertising investment conference of CCTV Media Center, although it is a little strange, but there is no need to make too much fuss.

Kong Changhe is not very interested; Zhang Zhixing is his current boss, but there is no need for him to deliberately talk to Zhang Zhixing's son, thinking that his daughter is the same age as Zhang Ke, maybe there is a common language.

Zhang Ke doesn't have so much time to play dumb with Kong Changhe, he will stay in Xinwu tomorrow, take a plane to Hong Kong the day after tomorrow, and drive to the provincial capital tomorrow night. He observed Kong Changhe's plain face that restrained his inner emotions, and from his ordinary face, he couldn't see that his bones were full of enthusiasm and strong will to do the market.

Zhang Ke smiled faintly and said: "Manager Kong has a very weak impression of me, but I have a very deep impression of Manager Kong, otherwise I would not have encouraged my father to go to Shandong to invite Manager Kong ......"

"Huh?" Kong Changhe opened his mouth in surprise, he had always wondered, why did Zhang Zhixing, with the respect of the deputy mayor, come to a winery in a county in Shandong to invite him? Kong Changhe knew that he had made some achievements, but he was far from being famous all over the world, seeing the faint but not without a cunning smile on Zhang Ke's face, Kong Changhe thought to himself: How deep can this young man know about himself?

Qin Shuanghua, who was sitting in the front row, also looked back, could it be that Vice Mayor Zhang took out so many preferential treatments to invite Kong Changhe from Shandong, just to listen to his son's introduction? It's too much of a child's play to run a business.

Several people left the distillery in two cars, Liang Gezhen drove Zhang Ke to the distillery, and left the car for them, and now it is Fu Jun driving Zhang Zhixing and Zhang Ke, Zhang Zhixing and Qin Shuanghua pulled Qin Shuanghua and Kong Changhe, Yang Yun and Liu Minghui took the car transferred to Zhang Zhixing by the municipal government, Kong Changhe and Qin Shuanghua originally meant to communicate with Yang Yun and Liu Minghui, but they couldn't refuse Zhang Zhixing's kindness. It seems that in Zhang Zhixing's eyes, Yang Yun and Liu Minghui are not distinguished guests.

Zhang Zhixing hugged his chest and smiled faintly, talking about Kumho and Aida Electronics, it was always incredible, and said softly: "Before making a decision, Aida has a certain amount of research on potential competitors, especially Qin Chi quoted the second highest price after Aida at that time, and Aida also deliberately analyzed Qinchi Distillery carefully afterwards, I am afraid that Qin Chi will make any special moves this year...... This is the explanation given by Zhang Ke, and he must give a reasonable explanation.

Kong Changhe said with a smile: "I couldn't compete last year, and there is no hope this year, last year was a hidden standard, and this year I will make a clear standard, who knows how far the price of the bid king will go?" It turned out that he had always been in the field of vision of Aida Electronics, and he was still a little strange: what can overlap between Zhang Zhixing's son's agitation and Aida Electronics' market research report?

Qin Shuanghua was even more puzzled in his heart, Zhang Ke thought that he was very clear about the things in Xinwu this summer, and he didn't have any special feelings, the prince of Yanei was nothing more than that virtue, and the direct consequences of those events were not only to poke such a big basket in Xinwu, but also to establish enough authority for Zhang Zhixing when he first arrived in Xinwu.

Qin Shuanghua saw Zhang Ke himself for the first time today, his polite appearance, or too handsome, and his little conversation was also very decent, which deviated from the impression that had been formed before, and it was the disguise of this gentleman in front of his own Lao Tzu, just like Luo Guiyuan's son Luo Wen, who still looks like him before and after, who knows that he will be such a person behind him, and now it has passed the strike hard period, otherwise with his behavior, he will be sentenced to a hooligan and shot ten times or eight times, which is not excessive.

Qin Shuanghua was originally the director of Xinwu Jinling Distillery, Jinling Distillery is only an annual output of 2,000 tons of liquor scale of the county and district-level small factory, Xinwu is the most important liquor production area in the province, Xinwu five counties and one city output is larger than Jinling Distillery, the most profitable is not Jinling Distillery, but the city has been strongly supporting, and even stipulates how many bottles of various bureaus and commissions must consume every year.

Jinling Distillery is not large, but the profitability is the strongest, judging from some of the measures taken by Qin Shuanghua in Jinling Distillery, Qin Shuanghua is not only a person with great ideas and executive ability. When those liquor factories in Xinwu City were still fighting in the low-grade liquor market, it was also Qin Shuanghua who took the lead in deciding to get out of the chaos of low-grade liquor killing each other, and decided to go to the middle and high-end liquor with relatively little competition and rich profits.

Zhang Zhixing decided to ignore the difference in administrative level and directly selected Qin Shuanghua as the general manager of the newly established liquor company, and for this reason, the city transferred the former director of Wangjiangchun Distillery, who had the most opinions, to the Municipal Light Industry Bureau as deputy director.

"What price will the bidder get next year?" Qin Shuanghua maintained a gentle smile on his face, and guessed: "This question should be asked to the people in that car, Aida should continue to win CCTV's bid next year......

Zhang Ke naturally didn't know what Qin Shuanghua was thinking, because the expression on his face was still gentle and kind. People in their thirties and forties are mixed with the organs first, and then transferred to be in charge of the operation of the enterprise, and there is still some cultivation work, Zhang Ke's eyes are not as vicious as Xu Hongbo, and he can't see through people's hearts at a glance. Even if he can't see through it, he can somewhat guess Qin Shuanghua's opinion of himself, which is just the appearance he showed to the middle-level and above officials in Xinwu City this summer.

Zhang Ke glanced at the car outside the window where Yang Yun and Liu Minghui were sitting, and said with a smile: "This year's CCTV standard king should be very popular, Aida has a budget of nearly 300 million yuan......"

"Hehe, it's all half a year's financial income in Xinwu...... Qin Shuanghua said with a smile, but the next moment, the smile was on his face, CCTV's advertising investment conference will be held in more than ten days, this number should be the core business secret of Aida Electronics at present, if it weren't for Zhang Ke talking nonsense at this time, the two heads of the marketing department of Aida Electronics are in another car, it seems that there is no need to talk nonsense at all, could it be that Deputy Mayor Zhang's family has an ulterior relationship with Aida Electronics?

Kong Changhe thought that even if this year's CCTV standard king could not reach this price, it would not be too different, of course, he had the same questions as Qin Shuanghua in his heart.

Zhang Ke looked at the huge questions on the faces of Kong Changhe and Qin Shuanghua, and almost took a pen and wrote it on his face, and said with a smile: "This year is too intense, it hasn't happened yet, you can imagine that last year should be the best time for Qinchi Distillery to compete for the bid king. ”

Zhang Ke said this, the meaning couldn't be clearer, looking at the shocked expressions on Qin Shuanghua and Kong Changhe's faces that couldn't be concealed, Zhang Ke no longer had a particularly refreshing feeling, but was just shocked as a matter of course.

Kong Changhe was shocked and asked unexpectedly: "It is said that Aida Electronics can achieve 4 billion this year, is there any moisture in this data given by the media?" ”

CCTV wants to build momentum for the new advertising bidding conference, and naturally wants to hype up the market miracle of Aida Electronics.

"As of September, the sales revenue is 2.8 billion, and it is really hard to say whether it can achieve 4 billion this year."

Even if it can't be reached, it's not far off.

Kong Changhe smiled, his expression was a little bitter, the 80 million standard king created a market miracle of four billion, if it was more bold at that time, if the county trusted them a little more, and authorized them more, this glory should belong to Qin Chi.

Qin Shuanghua licked his lips, no wonder Zhang Zhixing wanted to leave Haizhou to come to Xinwu when he founded Haizhou Holdings, and it was smooth sailing, no wonder Zhang Zhixing didn't know how to buy luxury houses and famous cars as soon as he arrived in Xinwu, but he didn't have a trace of covetousness for the shares of the newly restructured joint-stock company, and the equity incentive mechanism linked to business objectives completely excluded him as the chairman.

The car stopped in front of the villa, Qin Shuanghua got out of the car, looked at the three-story villa that Deputy Mayor Zhang Zhixing bought when he first arrived in Xinwu, smiled self-deprecatingly, and thought to himself: People are not rare at all, it is good to follow such a leader, at least there will be no particularly serious selfishness, and the level of work is also there, and the restructuring cases of Haizhou Holdings are all on the Xinhua internal reference.

Zhang Ke pushed the door into the house, and smelled the rich fragrance, Aunt Wei counted the time, and almost prepared all the dishes for the dinner.

The restaurant is probably the most important social occasion for the Chinese people, take a break in the living room, and go directly to the dining room to take a seat, Qin Shuanghua looked left and right, looked at it, and said: "Mayor Zhang's restaurant, this restaurant is as big as my house." ”

Zhang Zhixing smiled and said, "Usually this place is empty, and we all eat in the small room next door, otherwise with such a big table, the two of them sit opposite each other, and it is very difficult to talk." ”

Twelve-meter-long oak table, the two sat opposite each other, it was very difficult to talk, fortunately everyone was sitting on both sides, very Western-style style, Zhang Ke was worried that Aunt Wei was not good at handling Western food, smelling the pure fragrance, listening to his mother, Aunt Wei also specially learned from the chef of the Century Kumho Hotel on weekdays.

Zhang Ke said: "Putting together several liquor factories in Xinwu City, whether it is suitable or not, my father is still a little worried, I thought about it for a long time, and I also made some suggestions." First of all, the reorganization should be based on the three liquor factories of Wangjiangchun, Jinling and Yunchijiao, the output of Wangjiangchun is the largest of more than ten liquor factories in Xinwu, and it has always been the most unswerving insistence in the city, but Wangjiangchun's performance is really not on the table, I think Mr. Qin must have such a complaint: If Jinling can get such a big support from the city, not to mention paying hundreds of millions of profits and taxes every year, twenty or thirty million is still no problem," Zhang Ke glanced up at Qin Shuanghua, who was sitting opposite him, and asked with a smile, "Did Mr. Qin have such complaints before?" ”

Qin Shuanghua smiled, after knowing the truth in the car, the momentum completely shocked the young man in front of him who was not yet twenty years old, and it was difficult for one person's evaluation of another person to completely separate the external factors such as wealth and status.

Zhang Zhixing said: "Lao Qin can't have such a complaint now, it's a small loss." ”

It is true that Jinling Distillery is only a county-level enterprise, and Qin Shuanghua's administrative level is only a deputy section level, Zhang Zhixing ignored the huge gap between the administrative levels in the thinking of the Chinese people, and only after a few limited time conversations, he was promoted to the position of general manager of the liquor company.

Qin Shuanghua said gratefully: "The only appreciation for Mayor Zhang is 'do your best, die and follow yourself'. ”

"Don't say these nice words, the liquor company can't do it well, even if you 'die and die', it's useless, without me coming forward, there will be a lot of people who want to kick you back to your original place to stay, you were in the Xinchuan County Government Office before the Jinling Distillery, right?" Zhang Zhixing turned his head sideways and smiled at Kong Changhe and said, "I'm fine, at most I tell people that I don't know people, but the officials still do the same, you and Lao Qin are in a backwater, and the battle is over, you don't have to learn from Lao Qin and sigh to me: 'Mayor Zhang's restaurant, it's as big as my house.'" When you create great wealth for this society, you should also enjoy the wealth you have created, as long as you contribute, and you deserve to live a decent and dignified life. Zhang Zhixing's last sentence is probably the most fundamental embodiment of the series of reform of the distribution system of state-owned enterprises he promoted.

Zhang Ke said: "Wangjiangchun has production capacity, but there is no benefit, Jinling's current benefits are not bad, and the management is not the same as the chaos of general state-owned enterprises in China, but it is far from enough to ......" In other words, Qin Shuanghua will naturally have full opinions, but in front of the person who founded the most high-profile enterprise in China today, no matter how young the other party is, the value judgment system of this society has always judged a person's weight by whether it is successful or not, and the degree of success.

“…… Wangjiangchun has production capacity, Jinling has a fairly good management, Yunchi Cellar Wine seems to have nothing, the annual output is only about 1,000 tons, and the management is also very chaotic, it is very reluctant to pay workers full basic wages every month without arrears," Zhang Ke smiled and said, "After the restructuring, the name of the liquor company did not use Wangjiangchun, nor Jinling, but changed its name to Yunchi Liquor, which is highly recommended by me, the reason behind it, did Mr. Qin and Manager Kong have any doubts?" ”

Kong Changhe said: "The domestic wine culture has a long history, there is a wine culture, there is naturally a cultural wine, the history of Yunchi Cellar Winery can be traced back to at least the Qing Xianfeng period of the winemaking workshop, the wine company to vigorously on the high-end wine project, is the need for a certain cultural heritage." ”

Zhang Ke nodded, perhaps in another time and space, in a history that has already happened, Kong Changhe is not without thinking about the liquor market in the mid-nineties, and with the expansion speed of the Qinchi brand, he is not allowed to stop and think too many things, even if he thinks, he can't reverse the crazy expansion of Qinchi with his personal ability.

"Not only can it be traced back to the Qing Xianfeng period, the history of Xinwu's liquor making can be traced back to BC, and there are also historical relics on Tianyun Mountain, why can't it be added to the head of Yunchi Liquor, just a reference," Zhang Ke said, "The current liquor market, with 'advertising wine' may be more appropriate to describe, I carefully analyze the current liquor market emergent marketing methods, messy, purely for the purpose of improving popularity, and there is no core theme that can improve consumer loyalty." Of course, in the domestic market where the concept of consumption is not yet mature, extensive advertising also means greater sales, consumer groups lack of reflection, how unappetizing advertising, people are also watching with relish, it seems that how strong the advertising is, how big the market. This immature market also has a distinctive characteristic, that is, once the advertising is slightly weaker, sales will also decline, and Confucius Banquet Wine is a clear case. Last year, they won the first CCTV bid king, what is the sales volume, this year, they will give the CCTV bid king, and what is the sales volume? In order for Yunchi Liquor to rise in the liquor market, it is necessary to seriously think about this phenomenon...... I think that even if Qin Chi wins this year's CCTV standard king, he will probably fight hard to compete for next year's CCTV standard king if he has the experience of the decline of the Confucian family banquet, so how high the market cost must be paid in the marketing link in order to maintain the current scale, and how much profit can be shared in the end? These need to be considered.

From the perspective of marketing alone, extracting a core theme that can improve consumer loyalty to carry out a series of marketing activities will effectively prevent excessive and disorderly and ineffective advertising investment, what is the marketing theme of Yunchi Liquor, I have been thinking about this question since August, and the answer is why I insist on recommending that the restructured liquor company be renamed Yunchi Liquor. The change of name to Yunchi Liquor instead of the full name of 'Yunchi Cellar' liquor is to make a big fuss about the hundreds of years of wine history of Yunchi Cellar Liquor, and also to avoid being associated with Yunchi Cellar Liquor, a low-grade liquor that still has a certain influence in Xinwu. At present, the integrated Yunchi liquor production capacity has 20,000 tons, but also the integration of Xinwu several local low-grade liquor brands, of course, can not eat a bite into a fat, liquor companies must survive first, can not categorically stop the production of low-grade liquor before the market is not developed, I want to Jinling, Wangjiangchun and other brands continue to launch low-grade liquor in Xinwu at the same time, the focus of Yunchi liquor industry at that time is to directly use Yunchi liquor to pry open the high-end liquor market...... "Zhang Ke said Xingtou, regardless of whether to converge or not, let go of the chatterbox"Aida Electronics does the market, advertising, I give six words, these six words are" new technology, new life, whether it is obscure and tortuous, or straightforward, Aida advertising is to tell consumers that Aida is working hard for the higher quality of life of the Chinese people, at least the current work of the Aida Electronics Marketing Department is not bad," Zhang Ke looked at Yang Yun and Liu Minghui with special appreciation, and then turned his face to look at Qin Shuanghua and Kong Changhe opposite, "What should be the theme of Yunchi wine, Manager Kong just said, 'The history of domestic wine has a long history, there is a wine culture, there is naturally a cultural wine', I think it is completely to the point, you see that Yunchi Liquor also takes six words as a marketing policy may be good, these six words are 'wine culture, cultural wine'......"

In another history, Confucius Banquet Wine, Qinchi and other liquor companies won the CCTV standard for three consecutive times, prompting the overall domestic liquor industry to enter the era of big marketing, specifically to the liquor market, also known as the "advertising wine" era, Qinchi and Confucius Banquet Liquor have fallen one after another, forcing those domestic business elites to seriously reflect to absorb lessons, and the liquor industry has a "cultural wine" era with "wine culture" as the marketing appeal point.

Too many companies are falling, Zhang Ke may think that this will prompt the Chinese people to think and learn more lessons, but he never wants the lessons to happen to Yunchi Liquor, so he wants to help Yunchi Liquor's marketing direction go the right way at once. Of course, marketing is only a small aspect of a business. On the issue of control of other links, whether it is his father or Qin Shuanghua, they have enough experience, needless to say too much, Zhang Ke even appreciates the conservative shadow of Qin Shuanghua's character, at least it will not let Yunchi Liquor make special leaps and bounds in the marketing link, so that other links will collapse uncontrollably.