Kong Changhe was a soldier. In 1984, he transferred from the army to the local area and served as the manager of Weifang Food Company and the manager of the catering service company. He turned losses into profits twice. In 1993, he was transferred to Qinchi Winery as the deputy director in charge of marketing. Until 1998, Zhang Ke knew very well about his experience of leaving Qinchi Winery.

Qin Chi wine won the CCTV champion, and its miraculous rise and the death of some meteors was almost the most popular company in the domestic marketing major in the late 1990s. Countless case analysis reports almost analyzed the sexual orientations of several managers of Qin Chi winery before they were willing to stop.

Last year, at the Media Center of CCTV, Zhang Ke only met Wang Zhuosheng, the director of Qinchi Winery, and Kong Changhe, the deputy director of marketing, and others. He had no contact, but Zhang Ke’s understanding of Kong Changhe is in-depth, but it is quite comprehensive.

There is no simple copy of history. Aida Electronics emerged and won the CCTV bet that should have belonged to Qinchi Winery, Weifang, Shandong in 1996.

This is a good thing for Qinchi Winery.

In 1993, Kong Changhe went to Qinchi Winery and quickly reversed the long-term loss situation of Qinchi Winery and brought Qinchi Winery to the fast lane of development. However, Qinchi Winery's production capacity was only 3,000 tons, and he could not withstand the brand expansion speed brought by the CCTV benchmark effect. In the past history, Qinchi Winery's brand expanded rapidly, and its corporate management, production, sales and other links inevitably collapsed.

Liu Minghui said it well: "In the domestic business circle, there is a special soil for miracles to sprout." Whether it is the first CCTV bidding king Kongfu Banquet or Aida Electronics, its success can only be described as a business miracle. This is in line with the psychological desire of the Chinese people to always desire something beyond the conventional and imagined to happen. Chinese people are also happy to see miracles happen, and those who create these miracles are often endless marketing methods.

The role of marketing gave infinite exaggeration in the 1990s, shaping countless star companies that shone with short-lived light like meteors. In the late 1990s, people began to reflect on that era and called it the "big marketing era".

This is closely related to the immaturity of the domestic consumer market in the 1990s. People are always passive to passively accepting the messages conveyed by various advertisements.

It is only 1996, and the Chinese people have not yet begun to reflect. The role of marketing has not yet been exaggerated to the craziest. The miraculous success of Ida Electronics is to attract countless ants.

Zhang Ke didn't care about too many things. He was destined to be crazy. He just wanted to control the people and things he could affect. In addition, he also wanted to use this crazy thing to help his father achieve a career in Xinwu.

Kong Changhe is not a professional, but he is definitely a top expert in marketing in China. A person of his level does not mean that creativity should be novel. The key is strong will and flexible personality. Xinwu City should use the integration of the liquor industry to open up a new situation. Kong Changhe is a very helpful person.

Zhang Ke told his father that Xinwu would rush out of the chaotic liquor industry in China. If Kong Changhe came here, he would get twice the result with half the effort. The market would be handled by Kong Changhe. What his father had to do was to control the rhythm of marketing. Kong Changhe should not be too crazy. Kong Changhe was a powerful general. If the general killed the enemy and rushed forward, he would often forget his own safety and would also pay attention to his own wealth and life. Therefore, a rational person needed to control him. The second was to fully integrate several liquor factories in Xinwu City so that all aspects of the links could 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 at Qinchi Winery, and Qinchi Winery did not win the CCTV bid, and was developing steadily at 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 Winery, his monthly salary only increased to 800 per month in the 1998 years after he left Qinchi Winery.

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

These contradictions can also easily lead to other serious problems caused by the serious imbalance in the distribution of interests in an already prosperous enterprise.

The reform of state-owned enterprises is largely a reform of the personnel system and distribution system.

When founding Haizhou Holdings to solve the crisis of those difficult enterprises in Haizhou, Zhang Ke suggested paying attention to this problem. He should not "want the horse to run well and not eat grass." He should first raise funds through internal management, and then turn fundraising into a channel for holding shares to achieve management's shareholding, and small enterprises can even achieve the purpose of management's shareholding.

This trick works very well in Haizhou. Those state-owned enterprises that were in a state-owned manner were immediately activated, quickly getting rid of the difficult business difficulties and achieving the glory of Zhang Zhixing during that period in Haizhou.

Zhang Zhixing integrated municipal wineries into a joint-stock company in Xinwu, and the reform was more thorough. In addition to the remaining management team to raise funds and invest, he is also experimentally implementing a reward system that combines business goals and equity incentives.

In the eyes of the Xinwu Municipal Party Committee and Municipal Government, Zhang Zhixing is the most outstanding in enterprise reform. Jiang Shangyuan and Liu Jue are not conservative people, not to mention that Zhang Zhixing only restricts his actions to one enterprise, so the city certainly provides conditions for support.

Zhang Zhixing went to Shandong to invite Kong Changhe, and not only agreed to give him the highest salary of the Xinwu Municipal Government 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 at the same time. In addition to optional fundraising and equity investment, he also explained the decisions of the Xinwu Municipal Party Committee and Municipal Government on equity incentives to Kong Changhe.

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

When Zhang Ke mentioned CCTV's advertising investment conference last year, Kong Changhe patted his head and said, "Oh, yes, you sat with Ida's Mr. Zhou at that time. I said that you felt so familiar this day, but I didn't remember who it was."

Zhou You attracted attention. After singing the bid, Zhang Ke deliberately kept his distance from Zhou You at that time, so Kong Changhe had an impression of him, but he didn't have a deep impression.

Kong Changhe just said this and did not continue to ask anything. In his opinion, Zhang Zhixing served as the secretary-general of the municipal government in Haizhou before he arrived in Xinwu. Aida Electronics was a Haizhou enterprise. Zhang Zhixing's son appeared at the advertising investment conference of Media Central, a deputy general manager in charge of marketing of Aida Electronics. Although it was a bit strange, there was no need to make a fuss.

Kong Changhe was not very excited about his conversation; Zhang Zhixing is his current boss, but he did not need to deliberately flatter Zhang Zhixing's son. Thinking about his daughter's age as Zhang Ke, maybe he had a common language.

Zhang Ke didn't have so much time to play dumb fans with Kong Changhe. He would stay in Xinwu one day tomorrow, fly to Hong Kong the day after tomorrow, and drive to the provincial capital tomorrow night. He observed Kong Changhe's plain face to restrain his inner emotions. From his ordinary face, he couldn't tell that his bones were filled with enthusiasm and tough will to do the market.

Zhang Ke smiled faintly and said, "Manager Kong has a very low impression on me, but I have a very deep impression of Manager Kong, otherwise I wouldn't have encouraged my dad to go to Shandong to hire Manager Kong..."

"Ah?" Kong Changhe opened his mouth in surprise. He was always wondering why Zhang Zhixing, as the deputy mayor, came to a winery in a county in Shandong to invite him? Kong Changhe knew his own weight. Although he had made some achievements, he was far from famous. Seeing the faint but cunning smile on Zhang Ke's face, Kong Changhe thought to himself: How deep can this young man know him?

Qin Shuanghua, who was sitting in the front row, also turned around. Could it be that Vice Mayor Zhang's office took so many preferential treatments against the public and invited Kong Changhe from Shandong to just listen to his son's introduction? It would be too ridiculous to use business operations.

Several people left the winery in two cars. When Liang Gezhen drove Zhang Ke and the others to the winery, they left the car for them. Now Fu Jun drove Zhang Zhixing, Zhang Ke, and Zhang Zhixing to pull Qin Shuanghua and Kong Changhe. Yang Yun and Liu Minghui took the small car transferred to Zhang Zhixing by the municipal government. Kong Changhe and Qin Shuanghua originally meant that they wanted to have a good conversation with Yang Yun and Liu Minghui, but they could not refuse Zhang Zhixing's kindness. It seemed that in Zhang Zhixing's eyes, Yang Yun and Liu Minghui were not considered honorable guests.

Zhang Zhixing smiled faintly with his chest and said to Jinhu and Aida Electronics, which was always incredible. He said softly: "Before making decisions, Aida has some research on potential competitors, especially Qin Chi quoted the second highest price after Aida. Aida later carefully analyzed the Qinchi winery, afraid that Qin Chi would make some special moves this year..." This is the explanation given by Zhang Ke, and he must give a reasonable explanation.

Kong Changhe smiled and said, "I couldn't compete last year, and there was no hope for this year. Last year, it was a secret bid. This year, I found the price of the bidder. Who knows how much the price of the bidding king will be traded?" It turned out that he has always been in the vision of Ida Electronics. He was a little surprised: What can overlap with the agitation of Zhang Zhixing's son and Ida Electronics' market research report?

Qin Shuanghua was even more confused. He thought he knew very well what Zhang Ke had caused in Xinwu this summer, and could not say that he had any special feelings. The young master of the yamen was nothing more than that kind of virtue. In addition to causing such a big mess in Xinwu, the direct consequences of those incidents also made Zhang Zhixing establish sufficient authority when he first arrived in Xinwu.

This is the first time Qin Shuanghua saw Zhang Ke himself, who is gentle and handsome, or is too handsome, and his few words are very appropriate, which is somewhat contrary to the impression he had formed before. It is the disguise of this playboy in front of him. Just like Luo Guiyuan's son Luo Wen, he looks quite like before and after. Who knew that there would be such a person behind him. Now that he has passed the crackdown period, otherwise it would not be an exaggeration to judge a hooligan and shoot him ten or eight times with his behavior.

Qin Shuanghua turned out to be the manager of Xinwu Jinling Winery. Jinling Winery is just a county-level small factory with an annual output of 2,000 tons of liquor. Xinwu is the most important liquor production area in the province. There are only one wineries with a larger output than Jinling Winery in the five counties and one city in Xinwu. The most profitable one is not Jinling Winery, but the city has always strongly supported it and even stipulates how many bottles of Wangjiangchun Winery must consume each year.

Jinling Winery is not large in scale, but has the strongest profitability. Judging from the measures Qin Shuanghua took at Jinling Winery, Qin Shuanghua is not only a person with great ideas, but also a person with great execution ability. When the liquor factories in Xinwu City are still fighting in the low-end liquor market, Qin Shuanghua took the lead in deciding to get out of the chaos of low-end liquor killing each other. He decided to compete relatively little but profitably with rich mid-to-high-end liquor.

Zhang Zhixing decided to ignore the differences in administrative levels and directly select Qin Shuanghua as the general manager of the newly established wine company. For this reason, the city transferred the former director of Wangjiangchun winery, who had the greatest opinions, to serve as deputy director of the Municipal Light Industry Bureau. From this point of view, Zhang Zhixing at least had the kindness of Qin Shuanghua.

"It's time to explain what price the year's bidding king will be priced at?" Qin Shuanghua kept a gentle smile on her face and guessed: "This question should be asked by the people in that car. Ida should continue to win CCTV's bidding king next year..."

Zhang Ke naturally didn't know what Qin Shuanghua thought, because the expression on his face was still gentle and kind. People in their thirties and forties first got involved in the agency and then transferred to the company's management. There is still some cultivation effort. Zhang Ke's eyes are not as vicious as Xu Hongbo, and he cannot see through people's hearts at a glance. Even if he can't see through, he can guess Qin Shuanghua's view of himself. This is the appearance he showed to middle-level officials above Xinwu City this summer.

Zhang Ke glanced at Yang Yun outside the car window, the car Liu Minghui was riding in, and said with a smile: "This year's CCTV bid should be very popular. Ida took out a budget of nearly 300 million yuan..."

"Haha, it's all the fiscal revenue of Xinwu for half a year..." Qin Shuanghua said with a smile, but the next moment, his smile was on his face. CCTV's advertising investment conference will be held in more than ten days. This number should be the core commercial secret of Ida Electronics at present. If Zhang Ke hadn't been talking nonsense at this time, the two heads of Ida Electronics Marketing Department were in another car, and it seemed that there was no need to talk nonsense. Could it be that Deputy Mayor Zhang and his family had an ulterior motive with Ida Electronics?

Kong Changhe thought that even if the CCTV bidding king this year cannot reach this price, it will not be much different. Of course, he had the same questions as Qin Shuanghua.

Zhang Ke looked at Kong Changhe, and the huge questions on Qin Shuanghua's face were almost written on her face with a pen. He smiled and said, "This year is too intense. It hasn't happened yet. You can imagine that last year should be the best time for Qinchi Winery to compete for the king. I asked Aida Electronics to stand out and block Qinchi Winery. I was really embarrassed. When I started a business, I also had the mentality of playing outside of studying, but I just played things so hard that I couldn't stop."

Zhang Ke said this, but the meaning was clear. Looking at Qin Shuanghua and Kong Changhe's face with an unconcealed shock expression, Zhang Ke no longer felt particularly refreshing, but was just a natural shock.

Kong Changhe asked unexpectedly after being shocked: "It is said that Ida Electronics can achieve 4 billion this year. Is this data given by the media moisture?"

CCTV wants to build momentum for the new advertising bidding conference, so it naturally promotes the market miracle of Ida Electronics.

"As of September, sales revenue was 2.8 billion. It is hard to say whether it can reach 4 billion this year."

Even if it cannot be achieved, it is not far from the same.

Kong Changhe smiled, his expression a little bitter. The 80 million bidder created a market miracle of 4 billion. If he was bolder at that time, if the county trusted them more and authorized them more, this glory should belong to Qin Chi.

Qin Shuanghua licked her lips. No wonder Zhang Zhixing founded Haizhou Holdings in Haizhou. When everything went smoothly, he had to leave Haizhou to take advantage of the muddy waters of Xinwu. No wonder Zhang Zhixing didn't know how to restrain himself when he arrived in Xinwu, but he did not have any covetousness to the shares of the newly restructured joint-stock company. The equity incentive mechanism linked to his business goals completely excluded him, the chairman.

The car parked in front of the villa. Qin Shuanghua got out of the car. Looking at the three-story villa that Vice Mayor Zhang Zhixing bought as soon as he arrived in Xinwu, he smiled mockingly, thinking to himself: People don’t care about anything at all. It’s better to follow such a leader, at least they won’t have particularly serious selfishness, and their work level is also there. Haizhou Holdings’ restructuring cases have been included in Xinhua.

Zhang Ke pushed the door and smelled the rich fragrance. Aunt Wei calculated the time and prepared almost all the dishes for the dinner.

The restaurant is probably the most important social occasion for Chinese people. After a short rest in the living room, he went directly to the restaurant to attend the seat. Qin Shuanghua looked around and looked around, and said, "Mayor Zhang's restaurant is as big as my house."

Zhang Zhixing smiled and said, "It's usually empty here. We all eat in the small room next door. Otherwise, it would be very difficult for the two of them to sit opposite each other at such a large table."

The twelve-meter-long oak table was sitting opposite each other, and it was very difficult to talk. Fortunately, everyone sat on both sides, which was very Western-style. Zhang Ke was worried that Aunt Wei would not be good at handling Western food and smelled the pure fragrance. He heard from his mother that Aunt Wei would learn skills from the chef of Century Jinhu Hotel on weekdays.

When I was in the car, I naturally went straight to the topic when I got to the table. Zhang Ke said: "My father is still a little worried about whether it is suitable to piece together several liquor factories in Xinwu City. After thinking for a long time, I also made some suggestions. First of all, the reorganization should be mainly composed of three liquor factories, Wangjiangchun, Jinling and Yunchijiao. Wangjiangchun's output is the largest of more than ten liquor factories in Xinwu. It has always been the most unswerving insistence in the city. However, Wangjiangchun's performance really cannot be put on the table. I think Mr. Qin must have such complaints: If Jinling can get such a great support from the city, not to mention paying hundreds of millions of profits and taxes every year, there is no problem with 20 to 30 million yuan," Zhang Ke looked 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, she completely shocked the young man under the age of twenty in front of her in terms of momentum. It is difficult for one person to completely separate the external factors such as wealth and status from one person.

Zhang Zhixing said: "Old Qin can't complain like this now, it's a small loss."

Indeed, Jinling Winery is only a county-level enterprise, and Qin Shuanghua's administrative level is still a deputy section level. Zhang Zhixing cares about the huge gap between administrative levels in the minds of the Chinese people. After a few limited time conversations, he was mentioned as the general manager of the wine company.

Qin Shuanghua said gratefully: "The only thing I appreciate for Mayor Zhang is the eight words "devote your whole life and die until you die."

"It's okay if you don't say these nice words. If the wine company doesn't do it well, it's useless even if you 'dead and yourself'. If I don't have to come forward, many people will want to kick you back to your original place. You were from the Xinchuan County Government Office before Jinling Winery, right?" Zhang Zhixing turned his head and smiled at Kong Changhe, "It's okay. At most, I'll tell people that they don't know what they know, and the officials will do the same. You and Lao Qin are fighting against each other. If the battle is done, you don't have to learn from Lao Qin and just sigh to me with this sentence: 'Mayor Zhang's restaurant is as big as my house.' When you create huge wealth for this society, you should enjoy the wealth you have created. As long as you make contributions, a decent and dignified life is what you deserve." Zhang Zhixing's last sentence is probably the most fundamental embodiment of a series of reforms in the distribution system of state-owned enterprises he has implemented.

Zhang Ke also said: "Wangjiangchun has production capacity, but no benefits. Jinling's current benefits are pretty good, and its management is different from the chaos of ordinary state-owned enterprises in China, but it is far from enough..." If someone else said this, Qin Shuanghua would naturally have full opinions, but in front of the person who founded the most popular 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 based on success or failure and the degree of success.

"...Wangjiangchun has production capacity, Jinling has pretty good management. Yunchijiao wine seems to have nothing, with an annual output of only about a thousand tons, and the management is also very chaotic. It is already very forced to pay workers enough basic wages without arrears every month," Zhang Ke smiled and said, "After the reorganization, the name of the wine company was not used for Wangjiangchun, nor for Jinling, but for Yunchi Wine Industry. This is what I strongly recommend. Have Mr. Qin and Manager Kong had any doubts about the reasons behind it?"

Kong Changhe said: "The domestic wine culture has a long history, with wine culture, and naturally cultural wine. The history of Yunchijiao winery can be traced back to the winemaking workshops in the Xianfeng period of the Qing Dynasty. It takes a certain cultural heritage to vigorously promote medium- and high-end wine projects."

Zhang Ke nodded. Perhaps in another time and space, in a history that has happened, Kong Changhe did not have no thoughts about the liquor market in the mid-1990s, but with the expansion speed of Qin Chi's brand, he did not allow him to stop and think too much. Even if he had thought about it, his personal ability would not be able to reverse Qin Chi's crazy expansion pace.

"It can be traced back to the Xianfeng period of the Qing Dynasty, but the history of brewing in Xinwu can be traced back to BC. There are also historical relics on Tianyun Mountain. Why can't it be added to Yunchi wine? Just a research report," said Zhang Ke. "The current liquor market is probably more appropriate to describe it as "advertising wine". I carefully analyze the endless marketing methods in the current liquor market, which are chaotic and purely aimed at increasing popularity. There is no core theme that can improve consumer loyalty. Of course, in this domestic market where the consumption concept is still immature, widely informing it means greater sales, consumer groups lack reflection, and how disgusting advertisements are, people also watch with relish, as if the advertising is put in a great deal.

, How big is the market? This immature market also has a distinctive feature, that is, once the advertising intensity is weaker, sales will also decline accordingly, Kongfu Banquet is a distinctive case. Last year, they won the first CCTV bid, what is the sales volume? This year, they gave up the CCTV bid, how much is the sales volume? If Yunchi Wine Industry wants to rise in the liquor market, it must seriously think about this phenomenon... I think even if Qin Chi wins this year's CCTV bid, with the lessons of the decline of Kongfu Family Banquet, they will probably fight for the CCTV bid next year. In this way, how high the market cost must be paid in the marketing process to maintain the current scale, and how much profit can be left to share in the end? These all 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 overflow and appear disorderly and ineffective advertising investment. What is the marketing theme of Yunchi Wine Industry? I was thinking about this question in August. The answer is why I insisted on rename the reorganized wine company Yunchi Wine Industry. Renamed Yunchi Wine Industry, instead of taking the full name "Yunchijiao" wine, is to be with Yunchi Wine for hundreds of years.

The history of wine involves making a big deal, and it also avoids being associated with Yunchijiao Wine, a low-end wine that has a certain influence in Xinwu. At present, the integrated Yunchi Wine Industry has a production capacity of 20,000 tons, and it also integrates several local low-end liquor brands in Xinwu. Of course, it cannot become fat in one bite. The wine company must survive first, and cannot stop the production of low-end liquor before the market is developed. I want to continue to launch low-end liquor locally in Xinwu with brands such as Jinling and Wangjiangchun.

While drinking, the focus of Yunchi Wine Industry at that time was to directly use Yunchi Wine to open the mid-to-high-end liquor market..." Zhang Ke said that he was excited, regardless of whether he should restrain himself or not, let go of the conversation, and said, "Ida Electronics is doing the market and advertising. I gave six words. These six words are 'new technology, new life'. Whether it is obscure and tortuous or straightforward, Ida's advertisements must tell consumers that Ida is working hard for the higher quality of life for the Chinese people.

Shaoaida Electronic Marketing Department’s current work is pretty good," Zhang Ke looked at Yang Yun with special appreciation, Liu Minghui looked over, and then turned to look at Qin Shuanghua and Kong Changhe opposite him, "What should be the theme of Yunchi Wine? Manager Kong just said, 'The history of domestic wine has a long history, with wine culture, and naturally there is cultural wine'. I think it's all about the point. You see, Yunchi Wine Industry also uses six words as a marketing policy, maybe it is good. These six words are 'Wine Culture, Cultural Wine'..."

In another history, Kongfu Banquet and Qinchi and other liquor companies won the CCTV bidding three times in a row, prompting the overall domestic liquor industry to enter the era of big marketing. Specifically in the liquor market, also known as the "advertising wine" era, the successive fall of Qinchi and Kongfu Banquet and forced domestic business elites to seriously reflect and learn lessons, and the liquor industry has an era of "cultural wine" with "wine culture" as its marketing demand.

Too many companies are falling, and Zhang Ke may think that this will prompt the Chinese people to think and learn more lessons, but he never hopes that the lessons will happen to Yunchi Wine Industry, so he wants to help Yunchi Wine Industry's marketing direction go the right way all at once. Of course, marketing is only a small aspect of the company. In terms of the control of other links, whether it is his father or Qin Shuanghua, they have enough experience, and there is no need to say too much. Zhang Ke even appreciates the conservative shadows of Qin Shuanghua's personality, at least it will not make Yunchi Wine Industry make a particularly rapid progress in the marketing link, resulting in uncontrollable collapse of other links.
Chapter completed!