Start from 1980

Chapter 1186

In this article, Su Chen's writing style is still sharp, just like the scolding battle with others back then.

"As the economy continues to grow, people's spending power is increasing day by day, and almost all consumer industries are showing prosperity."

"Similarly, since 1992, with the influx of a large number of international capital and more and more multinational companies making efforts in the Chinese market, local companies in various industries are facing unprecedented impact."

"Compaq, HP, IBM and other internationally renowned computer companies entered the country in a large scale, which forced my country's fledgling computer industry to reshuffle, and the computer companies in Zhongguancun had to change their careers."

"In the color TV industry, the golden booths in big shopping malls in Beijing are now occupied by Japanese benzene brands, and local color TV companies have fallen into the most difficult moment of hard work."

"As the leader of my country's domestically produced color TVs, Changhong's inventory of color TVs has reached 100 million sets, with a total value of more than 20 billion yuan, and even to the point where it is too late to build a warehouse every month.

Since 1991, Japan's economy has fallen into a long-term downturn after the real estate and stock market bubbles burst, and the vitality of large companies that originally invested around the world has been severely damaged.

On the other hand, they have always regarded the Chinese market as the "third world" outside of their own countries, European and American markets, and refused to put the most advanced technologies and products into the Chinese market.

There is even a certain home appliance company who thinks that the cooling effect of the air conditioner is poor because the air in Beijing is too dirty..."

He wrote in the article: "Now, foreign capital and large multinational companies have brought the flames of war to our doorstep. If we turn a blind eye and ignore it, I am afraid that many national brands in our country will become subsidiaries of these companies in the future. .”

"If those of us don't stand up, then our country's famous national brands will become history. I think our brand should be used to build our new Great Wall."

"Let the world know that China is made, and let foreign capital know that our local brands have never been afraid of them!"

"Therefore, I believe that our entrepreneurs should serve the country with industry and the prosperity of the nation as their own responsibility, and avoid letting foreign brands eat away at our market, and also avoid a situation where the foreign power is strong and the country is weak."

After this news was sent out, it was quickly reprinted by major newspapers.

He was even commented by the news, praising him as an entrepreneur who always thinks about the development of local national brands.

Because the author of the article is Su Chen, although he is not very well-known in domestic academic circles, his reputation is widely spread in Harvard and Massachusetts, and even domestic economics now consider using his works as textbooks.

Of course, although he believes that his business district in the Mainland has always been the most low-key, but paper can't hold fire.

Just like that sentence, although he is not in the arena, there are still legends about him in the arena.

At the same time, the very sensational and sensational content on it made people worry about the fate of local brands, and at the same time aroused great national enthusiasm.

With the popularity of this article, many people began to choose between national brands and foreign brands when buying goods.

Smart entrepreneurs capitalize on this enthusiasm in their marketing.

Many of their corporate advertisements use the theme appeal of "revitalizing national industry".

Therefore, for a while, the revitalization of national brands has become the most dazzling and noble theme of major enterprises.

Many local companies have long been gearing up and waiting to start a war with foreign brands.

If Su Chen shouted slogans, then Haier was the first to start a war with foreign brands.

It took the lead in launching an unprecedented price war among local companies.

Zhang Ruimin's decision came a year earlier than the historical track.

He knew that Haier products may not be able to surpass Japanese companies such as Panasonic and Sanyo in terms of technology and quality, so he launched a price war while also ingeniously launching "star services", declaring that "users are always right" Zhongcheng employs a large number of after-sales service personnel.

At the same time, in the two major industries of refrigerators and washing machines, the company is fighting on two fronts.

And he told the reporter: "Competing with multinational capital, even if it dies, Haier will die to the last. We can't just watch the national brands fall."

Zhang Ruimin has just stood up, and Li Dongsheng of Guangdong TCL is not far behind.

He signed a "guarantee agreement" with a shopping mall in Beijing, promising that the monthly sales per square meter of counters would not be less than 5 yuan, and then start the war with a price lower than 2/3 of Japanese color TVs.

He also told the Beijing media in the same tragic and impassioned tone as Zhang Ruimin:

"Mr. Su is right, now that foreign capital has rushed to our doorstep, the battlefield is at our doorstep, if we don't fight, can we do it?

As a Chinese, I can't just watch the national industry being defeated like this. Our whole TCL group is willing to be a "death squad" for the industry to serve the country, and we are willing to be the first company to go to the thunder. "

Echoing Haier and TCL in this respect, there will soon be Changhong, Shengshi Home Appliances, and Sanzhu and Giant in the health care product market.

The mission proposed by Changhong is to "serve the country with industry and prosper the nation as its own responsibility", and at the same time shout "build our new Great Wall with our brand".

And changed the original color TV advertising slogan "Rainbow in the sky, Changhong in the world" into the heroic "Changhong takes the prosperity of the nation as its own responsibility and dedicates it to you - Changhong Red Sun".

The three companies purchased a large number of these "non-prime time" from various TV stations to broadcast a series of image films of the three companies that lasted 10 minutes and were not beautifully shot but full of language temptation.

Among them, the most prominent themes are "Three Plants Strive to Be China's No. [-] Taxpayer" and "Revitalize National Industry".

Especially the slogan in front is very loud and attractive. Everyone who saw it thought it was such a huge company, but in fact it only has a registered capital of 30 yuan.

The joining of these enterprises has aroused strong national enthusiasm.

At this time, local color TV companies are falling into the most difficult moment of hard work.

Despite more than ten years of development, major enterprises such as Changhong, TCL and Konka have already possessed considerable manufacturing capabilities.

However, due to the lack of core technology and insufficient brand power, it has always been at a disadvantage in the competition with international brands, and the entire color TV market has been deeply affected by smuggling and is in turmoil.

Therefore, both Haier and Changhong have already worked hard on the price.

Especially the end of Changhong, known as the "price butcher". Once a devastating price war is launched, it will be a cruel reshuffle of the industry.

The entire market revolves around the words 'revitalizing national industry'.

And Su Chen, who ignited the fire, not only let Shengshi Appliances end, but also Shengshi Beverage, which was just formed, followed to deal with Coca-Cola and Pepsi.

And also put a slogan in eye-catching places such as airports and railway stations.

[Welcome Coca-Cola and Pepsi to follow us to expand the beverage market—Shengshi Beverage]

It looks full of gunpowder.

(End of this chapter)