"Comrades, I proposed this marketing conference. I have already said a lot about the analysis of the situation in the first half of the year and the key work in the second half of the year at yesterday morning's meeting, and I have said everything that should be said. But in view of some of the situations that will arise in marketing, I still think it is good to say a few words. After Zhao Qingmin made a brief speech, the host Li Luo asked Tao Tang to make a summary speech on the conference, and Tao Tang opened like this.

"It should be said that this time, the marketing meeting held during everyone's day and a half of rest was a good one. Mr. Li and the leaders of the marketing department made full preparations, because they wanted to meet with the salesmen stationed abroad, and because of other reasons, the meeting has been postponed until now...... Yesterday, Mr. Li's report analyzed the company's marketing situation, made a relatively good summary of the marketing work, found out the existing problems, determined the direction of rectification and reform, and put forward the goal of struggle, and I agreed. After the meeting entered the group discussion according to the predetermined procedure, the comrades who participated in the meeting, especially the comrades engaged in front-line marketing, put forward a lot of valuable suggestions, I think it is very good, it is put forward from the position of the master, it is proposed out of a high sense of responsibility for the survival and development of the company, and it will play a positive role in marketing management. ”

Zuo Yun, who was poured a scoop of cold water on his head last night, is gray today, and he has a feeling of impending disaster. She didn't care about Li Luo, let alone Liu Shulin and Lian Fuyu, anyway, it was impossible for her to get together with them, but Tao Tang was angry and scared her. This time, she and Lei Yun and others "made trouble" was indeed premeditated, and the purpose was to arouse Tao Tang's attention to the internal problems of the marketing department. But they miscalculated the situation, and after receiving Lu Qi's warning, Zuo Yun was indeed frightened, and only by being in it could they understand Zuo Yun's difficulties. If you don't fight, you can't do it, and the future is bleak. Only when there is a situation like the Ministry of Mobility, can these suppressed oppositionists have a future, and the struggle has become the only hope to get out of the predicament, and I originally felt that it was safe to lift some lids on a legitimate occasion, not to mention that Tao Tang had privately learned about the situation of the marketing department from her before. Unexpectedly, it angered the backer they identified. The horse's fart was slapped on the horse's feet. Zuo Yun suddenly felt five thunderbolts, and now it was a mouse that had entered the bellows, and both ends were angry. Especially after Li Luo's speech today, Zuo Yun was desperate. She knows Li Luo's methods of rectifying people, not using small actions under the stage to rectify people, but smashing people to death with a stick with the general trend. Li Luo defines himself as a person with "ulterior motives",

But Tao Tang's words just now gave Zuo Yun hope. Tao Tang did not stand with Li Luo...... That's good.

Li Luo certainly noticed the wording in Tao Tang's opening remarks. At the team meeting held at two o'clock, since Tao Tang said that he was going to speak, he took a risk by preemptively setting the tone for the "rebels" at the discussion meeting before Tao Tang. But it's about your own prestige, and you can't do it if you don't say it. He's just going to gamble. Or force Tao Tang to make a choice. But Tao Tang's speech just now obviously expressed his disagreement with the tone he set, he has already said "in view of some situations that will arise in marketing", and then said that "put forward some good suggestions" and said that these suggestions are "put forward from the height of the company's survival and development, and will definitely play a positive role in marketing management", what the does this mean? Do you really want to publicly support messing up the marketing department?

Li Luo, who has rich leadership experience, understands the meaning of "setting the tone" very well. No matter how big or small the meeting is, setting the tone is key. Since Tao Tang said that the opinion is positive and is put forward from the height of the company's development, then he denies his definition of "ulterior motives". What's next? Li Luo also became nervous. If Tao Tang really let it go, this year's indicators will be a mess. He had misjudged the situation, he was sure. There is definitely a problem with the marketing department, and it can't stand up to investigation. Having said that, which of the current departments with real power can stand up to verification? Even if he has no problem (Li Luo is confident in this), as long as he gets rid of Liu Shulin, he will be defeated and lost.

Secretary Zhao fully affirmed the work of the marketing mouth. And from the height of the company's development, the marketing work has been put forward, and I also agree. Now, I would like to make three comments on marketing......

Tao Tang, as always, did not have a script, not even an outline, "First. In the case of the increasingly perfect market economy, marketing has replaced planning as the leader of enterprise management. Marketing plays an increasingly important role in business management and is decisive. At the same time, with the increasingly fierce competition in the market, marketing is becoming more and more difficult...... Although I have never worked in marketing, I know the hard work of marketing. After the formation of the buyer's market, the taste of user God is getting stronger and stronger, what is the most difficult now? I think it is the most difficult to grab orders in the market and ask for money. And many of our comrades here are engaged in the most difficult work of the enterprise, especially the front-line marketers, who have overcome many difficulties such as separation of husband and wife and difficulty in taking care of their families, and it is not easy to stick to the front line. In recent years, especially since the second quarter of this year, the marketing department has achieved outstanding results under the leadership of Mr. Li. It can be said that without the hard work and dedication of everyone here, Red Star Company would not be able to maintain the current one! Therefore, on behalf of the party and government of the company, I would like to express my high respect and heartfelt thanks to the marketers who are fighting in the front line of marketing, as well as the comrades engaged in marketing management! ”

Zhao Qingmin took the lead in applauding, and the venue burst into warm applause.

"Comrades, don't applaud, I'm a completely worthless cliché, but sincerely. In order to express my gratitude to everyone, tonight, I asked the guest house to prepare a banquet, after the meeting, comrades engaged in marketing can go to rub wildly, but other departments do not go, and when the main indicators of this year are completed, we will drink the celebration bar. The company's leaders want to go, to toast the salesmen, we are all stained with the light of marketing, because the company has recently introduced a series of policies on the rectification of business reception, but this meal still has to eat, I asked Chairman Guo Tao in charge of discipline beforehand, he said that you can eat, do not violate discipline. If you don't believe it, Chairman Guo is here, and he can prove it. ”

The venue resounded with cheerful laughter, and many of the marketers who were ordered to rush back were meeting the new boss of the company for the first time, and felt that Tao Tang was reasonable and approachable, not cold and unsentimental as rumored.

"Second, marketing work is related to the life and death of the company, and the comrades engaged in marketing have a heavy historical responsibility on their shoulders." Tao Tang took a few sips of water, "Why do you say that?" Because the market is in your hands, the order is related to the job, and there is no order. All production and operation of the company will come to a standstill, and Red Star, a large state-owned enterprise with a history of 60 years, will face extinction. This is not alarmism, but an indisputable fact. ”

Li Luo and Liu Shulin, who was sitting in the first row of the audience, exchanged a look that understood each other.

"I haven't been to the factory for a long time, I have only been to a few markets, and my understanding of marketing is still very superficial and one-sided, and I have heard some discussions about marketing recently. There are positives and negatives...... There is a discussion that our Red Star's current products are seriously lacking in market competitiveness in terms of price and technical content, and it is recommended to change course. This is a very important question, involving the company's development strategy, and it deserves the consideration of everyone, especially today's participants. My basic attitude is that there is still a lot to be done in terms of the product range that we have formed so far. Changing course means giving up. It's a bit like marriage, what if there is a conflict between husband and wife? Is it to divorce and break up, or to calm down and resolve the conflict and live a better life? I think the vast majority of people will choose the latter. Because the latter option is more reliable, less costly, and more beneficial......"

There was a chuckle from the room.

"Don't laugh, everybody. It makes sense, albeit not as pertinently, to use the marriage metaphor for running a business, especially a market. You can think about it, whether it is vehicle parts, agricultural machinery or mining machinery, has it come to an end? No more prospects? Apparently not. The reason why some comrades feel desperate is because there is something wrong with our products. It's not the market that's wrong. It's technology, it's quality. Whether it's the price, or the service, it must be one of them. You can think about it, is it easy to correct the current problem? Or is it easy to enter a new field? For example, the furniture industry. Some time ago, I saw a report suggesting that the company enter the home improvement industry, and I personally disagree with such a shift. Why do we think that we can gain a foothold in the home improvement industry and create a more prosperous situation than now? I'm not convinced. On the contrary, we are based on the current products, based on the current market, starting from the aspects of technology, cost, quality, etc. It is completely achievable to practice internal skills hard and achieve that no one has me, no one has me, and I am incorruptible! Because we have relatively complete software and hardware resources, with the current pile of plant equipment, this pile of people will do! But if we rush into new areas, if nothing else, investment is a big problem. Some time ago, I conducted a questionnaire survey, in which the answers about the company's development direction are basically two categories, one is that we should make great strides forward and retreat, and develop new markets and new products with the determination of a strong man. The second group advocates development based on the current products and markets. Personally, I agree with the second opinion.

"Comrades, when I say this, I do not mean to deny the development of new products and new markets. At present, there are hundreds of new products under research in the institute, the vast majority of them, I have counted them, 91% of the products under research are the extension of the existing three series, the formation of this situation is not only promoted by objective factors, but also in line with the actual situation of the company. In fact, it is the "two expansions" mentioned by Mr. Li. The first expansion is called market expansion, which means that the existing market is expanded. For example, in East Lake, our original share was 30%, but now it is 40 or 50%. The second is called expanding the market, which has the taste of entering new areas, but I still advocate limited expansion, such as vehicle parts, originally we made gearboxes, dashboards, and various pipe fittings, but now we can develop a few more, such as seats. Originally, we focused on heavy trucks and medium-duty trucks, but now we are trying to enter the family car market. But we can't get into aviation because that market is so unfamiliar. Therefore, I agree that the direction of marketing is to pay close attention to two expansions, focusing on market expansion, followed by expanding the market. The first step is to try to manage the existing market well, and never quit easily. The second step is to expand the market and develop new markets and new products based on the old market and old products. That's what Mr. Li's report actually means, and I completely agree. ”

"Thirdly, let's talk about marketing management. Mr. Li summarized several types of problems in marketing management, including the management of people. I think it's accurate and in place. Mr. Li has more say on these issues than me, and I don't know the specific situation, so it's not good to talk nonsense. Mr. Li also talked about how to strengthen marketing management measures in the next step, and I basically agreed. Speaking of which, the core is how to manage our marketing team, and the focus is to manage our marketers. We should not have a headache and be disgusted as soon as we hear about strengthening management, especially personnel management. In fact, all those who have a successful career are managed by others. Nobody cares, what's going on? The unemployed, the laid-off. No one cares anymore, and I am very distressed, crying and shouting to find someone to take care of it. You are a marketer, you must accept the leadership of the marketing department, and the marketing department must also be under the leadership of the company. Is there no one to care? No, there are party committees and group companies at the top, and employees at the bottom. Public opinion is also a binding force, I don't go to work for a day, no one may speak, I can't find a shadow for a week, someone must speak, Secretary Zhao should talk to me. Comrades do not laugh, this is completely true. Marketers work outside and may not have a direct lead, but metrics are in charge of you. The responsibility book is in charge of you, if you can't get the order, you can't get the payment back, someone must talk to you. Mr. Li has talked a lot about this aspect just now, I don't want to talk about it more, the core is a sentence, marketers must have constraints, and the assessment must be strengthened. And the indicators should be quantified! If you fail to meet the target, you must retreat. Change jobs! This is not to make things difficult for everyone, as I have just said, the marketing team has a heavy responsibility and must do so, without ambiguity.

"Some people reported that the company did not pay attention to marketing, and I heard some after coming to the factory. Written submissions were also received. Comrades, I don't think that's true. There are many indicators to measure the importance of a position, and the most important of them is salary. People may despise cleaners, if we increase the wages of cleaners by three, five or even tenfold. Then this position is the most popular, and it must be rushed. I asked the human resources department to count the salaries of all kinds of people in the company, and the marketer was the highest. Last year, the average was 58,500, which is almost double the average salary of the company! It exceeds the average salary of a technical person. This cannot be said that companies do not attach importance to marketing. Of course, the average often covers up the unfairness, is there an unreasonable phenomenon of internal assessment, because of the lack of sufficient investigation and research, it is difficult to assert, but from the perspective of salary level, it can be proved that the company attaches great importance to marketing! When the company's average salary is just over 30,000 yuan, the average marketing mouth gets nearly 60,000 yuan! In this regard, it is hoped that the leaders at all levels under the marketing staff will strengthen ideological education and correctly channel the doubts of the marketers. What should I do if I don't understand? I think there's only one way, and that's to fire each other. You can fry the company's squid, and the company can fire your squid. If someone thinks that you have the market in your hands, it is wrong to blackmail the company, don't believe it, try it, the market, the user, what is important is our Red Star company, not you personally! Without Red Star, you are nothing, but Red Star is still Red Star, and will continue to survive and get better and better! ”

These words were a bit heavy, and the atmosphere of the venue changed unconsciously.

"There were some discordant voices at the just-concluded seminar, and Mr. Li has pointed out that the reason why it is discordant is because some opinions on marketing management are not so correct, not so timely, and they are disregarding the overall situation. You have the right to raise opinions, but how to raise opinions, to whom, and on what occasions to raise them, is not arbitrary. What is the purpose of our marketing conference? It is necessary to unify the understanding of marketing work to the greatest extent, carefully analyze the difficulties faced by marketing indicators, find ways to solve difficulties, and strive to achieve the minimum goal of the company's revenue exceeding 10 billion. This is the overall situation, whether it is personnel management or salary assessment, or otherwise, it must not impact the overall situation. There are problems in the marketing department that can be investigated, but they cannot be solved at the expense of the overall situation like in the chaotic era of the last century. Let me make it clear to you, the organization sent me to Red Star for only one purpose, and that is to work with everyone to improve the operation of Red Star! That's my fundamental mission. Whoever interferes with this overall situation is the sinner of the Red Star! Therefore, I agree with Mr. Li's attitude, don't mess up marketing and ruin this year's target, and focus on completing the goal of 10 billion...... Let's put it this way, no one in the organization will hinder the realization of the goal, and whoever jokes about the overall situation of the company, I will joke about his future! ”

Tao Tang stopped, his eyes blazing at the silent venue.

"The marketing department undertakes a very important mission and has played an important and irreplaceable role in the survival and development of the company, which is a fact and the company fully recognizes. But the marketing mouth is not an independent kingdom, the company's rules and regulations are also applicable to the marketing department, after I took office, I heard and saw some not so comfortable phenomena, it is estimated that the marketing mouth is unique, such as the marketing staff in the factory for a long time to recuperate, neither go to the market to flutter, nor to the unit to work, but nest in the mahjong hall to play mahjong, what is going on? Some marketers do not obey the orders of the unit and threaten the leadership with market customers at every turn, what is going on? Who is backing him? The reimbursement of some financial expenses can not be strictly implemented in accordance with the system, and the phenomenon of private use of public cars is very serious, which is what I have seen with my own eyes. In addition, is the use of the marketing department's commission reasonable? These are all issues that need to be studied and rectified in the next step. You can think I'm banging on the marketing department, yes, it's going to be banging. The marketing department should strengthen internal management and assessment, and the supervision department and other departments should also strengthen the assessment of the marketing department! I warn everyone that at Red Star, no one can be a special employee, including me! That's all I have to say, and if there is anything wrong, comrades are welcome to criticize it. ”

The company leaders sitting on the stage didn't expect Tao Tang to criticize the marketing department so harshly after criticizing Zuo Yun and others, is this considered a fifty board each? What does Tao Tang really mean? At the meeting, the cadres who were thinking about the company's situation were thinking nervously.

Li Luo, who presided over the meeting, actually stayed there and forgot the following procedure. It wasn't until Qiu Lin, who was next to him, reminded him that he asked the leaders on the stage if they still had anything to say, and the rest of the leaders waved their hands and said they wouldn't talk anymore. The meeting was adjourned. (To be continued......)