Rebirth of the Wild Age

　　 Jianlibao’s new president and ceo Zhang Guodong, recently appointed a special adviser to the president, who is also the director of Jianlibao’s brand management planning department. This caused various controversies from Xifeng to Jianlibao, because Zhang Guodong did not promote cadres from within, but directly introduced talents from outside to serve as middle-level managers.

　　 This is nothing, Zhang Guodong unexpectedly called the shots privately and gave this outsider 0.05% of the Jianlibao stock.

　　 This move caused a great uproar. In Xifeng headquarters, some executives even took pictures of the table during a meeting, angering Zhang Guodong that he wanted to stand on his own. Obviously, there are so many talents in Xifeng, capable and qualified. What does it mean that you Zhang Guodong was sent to be the helm of Jianlibao and suddenly got someone in from outside to take up important positions?

　　 Even Yang Xin was a little bit uncomfortable, so Zhang Guodong hurried back to the headquarters immediately to accept the inquiries from the company's high-level meeting.

　　 At the meeting, Zhang Guodong had an unpleasant quarrel with other senior executives of Xifeng, because he said that Xifeng is becoming more rigid internally, and the phenomenon of seniority is getting more and more serious. Especially in the area of ​​brand management and publicity, we always follow the old routines and can't jump out. We must introduce fresh blood to make a breakthrough. Since the chairman asked him to take charge of Jianlibao, Jianlibao should have the final say, and he can reform whatever he wants.

　　 When I said these words, I almost pointed to the noses of many executives and said: I am not targeting anyone, everyone here is rubbish!

　　 In the end, Zheng Xuehong stood up and made the rounds, and asked Zhang Guodong to take the person to Song Weiyang to see, and the chairman personally assessed and decided the person's stay.

　　 Although Zheng Xuehong has already resigned from the coo position, his influence lies there. Not only did he have many direct descendants cultivated by himself, but he was also an important shareholder of the company, and he held a position similar to that of Jin Yiwei's commander. One sentence ended the unprovoked quarrel.

　　 Shenghai.

　　 "Hello, Chairman! Mr. Zhang has established a Jianlibao brand management planning department, and I am Zhu Xiaoming, the head of this department." Zhu Xiaoming smiled.

　　 Song Weiyang said: "Please sit down."

　　Zhu Xiaoming simply sat down neatly, helped Jinsi glasses and said: "If the chairman has anything to ask, just ask directly. If you think I am insufficient, or for other reasons, I can retire immediately and leave Jianlibao with my bag."

　　 Song Weiyang said: "Tell me about your own."

Zhu Xiaoming said: "After graduating from university, I served as a professional manager of the Huadu branch of Goldlion in 1992, and promoted Goldlion to sponsor China’s bid for the 2000 Olympic Games. In 1995, I left Goldlion and started my own advertising company. My personal assets were 70 million yuan. I suddenly became a big boss at that time. I quickly swelled and went bankrupt in 1999. Sohu's current Renren.com (alumni record), formerly called chinaren, was the first batch of employees. After Sohu acquired Chinaren, I left the company to start my own business and still worked as an advertising planning company. Last year's "Backgammon Mission Hills Tiger Woods Golf China Challenge" was planned and operated by me alone. This is by far the highest level in China and has a personal appearance fee. The highest private commercial event with the most investment. Coach Milu’s business development this year was also done by me. Although he made a lot of money, it seems to have attracted more criticism."

　　 "Last year's Golf Challenge was very successful, why didn't you continue to open an advertising company, but instead came to join Jianlibao?" Song Weiyang asked.

Zhu Xiaoming said: “There are several reasons. First, I was a little unhappy with my partner. He is the company’s boss and I am the company’s vice president. He has the final say on the direction of the company’s development. Second, I talked to the president of Jianlibao. Mr. Zhang Guodong, I have a relatively deep personal relationship. Xifeng sponsored the table tennis tournament in 1997 and I operated it. The person in charge of the business meeting was Mr. Zhang. Third, I am very optimistic about the future development of Jianlibao, and Mr. Zhang gave me the conditions. It’s very generous, and directly gives me a 0.05% annual dividend of Jianlibao’s dry shares, and the annual salary is also very high."

　　 Song Weiyang couldn't help but smile, he had heard Zhu Xiaoming's name long before he crossed.

　　 This person is one of China's "Top Ten Marketing Traders", and there are too many classic cases leading the planning and operation. He was the planner of Goldlion sponsoring China’s bid to host the 2000 Olympic Games, he was the planner of Backgammon’s golf challenge, and he was the planner of Red Bull becoming the exclusive strategic partner of the NBA in mainland China. Mengniu’s super successful marketing campaign "between cities" He was the planner, and he was the business developer of Milu in China... This person later founded a sports media company, which is the only sports consulting agency for Mengniu and many other companies, and is the Chinese market for the Rockets and the Warriors. The cooperative development agency is also the China Economic Company of NBA star Shane Battier, and he even served as an advertising consultant for the CCTV Sports Channel.

　　 Even though Zhu Xiaoming has just fallen out with his partner, even though he is currently in a career trough, the brand management planning director of Jianlibao is still a "marry down". If Jianlibao does not invite him over, this person will soon serve as the assistant to the president of Red Bull (China) and make drastic changes to Red Bull's brand strategy in China.

　　 Song Weiyang asked: "If you serve as Jianlibao's brand management planning director, what do you think should be done next?"

Zhu Xiaoming said: “First of all, there must be an accurate brand positioning and market positioning. Jianlibao’s previous brand positioning was sports transportation. This restriction was too great and should be changed to functional drinks. I have studied Red Bull’s market sales and their main Customers are white-collar workers, young people who like to play nightclubs, drivers, and sports enthusiasts. This is the benefit of functional drink positioning. People are tired, and the first thing they want is Red Bull, a functional drink, instead of Jianlibao, a sports drink. . But I think that Red Bull’s brand image is still problematic. Functional drinks are the selling point and the sales limitation.”

　　 "You continue to speak." Song Weiyang said.

Zhu Xiaoming said: "Healthy, fashionable, high-end, vitality, this is my new brand image for Jianlibao. The main target groups are: college students, white-collar workers, business people, entrepreneurs, sports enthusiasts, nightclub entertainers, drivers ."

　　 Song Weiyang asked: "How to do it specifically."

Zhu Xiaoming said: "Jianlibao asked Yao Ming to endorse. This move is very wonderful, and it is also one of the reasons why I agreed to work at Jianlibao. Next, I can start work around Yao Ming, get in touch with NBA externally, and sponsor basketball internally. Related events. In detail, I will promote Jianlibao to become the exclusive strategic partner of NBA in mainland China, and at the same time let Jianlibao sponsor the tbba event in China."

　　 "Nba China's exclusive strategic partner, I am afraid this is a bit difficult." Song Weiyang said.

　　 Zhu Xiaoming smiled confidently: "It's difficult, but it's not impossible. If this is not done, I will just resign."

　　 Song Weiyang asked again: "What is the tbba event?"

Zhu Xiaoming explained: "It's three-player basketball, commonly known as'bullfighting'. The tbba event in China was played by Hu Jiansheng two years ago, and it was sponsored by Red Bull. My plan is to put this one or two in the south. Popular events in these provinces have been directly promoted across the country, drawing in universities and high schools across China. The scale of contestants at all levels can reach 100,000, and the number of direct influences can reach 100 million people, and it has been stirred up in China for a while. 'Bullfighting style' makes young people think of Jianlibao when they talk about'bullfighting'."

"I can see that you really like to engage in big battles, and all the planning plans are difficult," Song Weiyang frowned. "If you want to achieve the scale you mentioned, I'm afraid you have to sponsor a lot of money, and it's operational. The difficulty is also very high."

Zhu Xiaoming said: "It costs a lot of money, but there is no need for our family to come out. Another sports brand is brought in, such as Li Ning, or Xtep, and the two companies jointly name it. For example,'Jianlibao Li Ning Cup', ' Jianlibao Xtep Cup', there is no conflict between the shoes and clothes that we sell drinks~www.readwn.com~ I know Xtep’s boss, and I have 90% confidence that Lat will join the group. In terms of publicity, Xifeng has a very good relationship with the major media. Well, Mr. Song is closely related to several major portals. Especially for Sohu's Renren.com, we can use the alumni list for online promotion, and we can also promote it through QQ pop-up ads."

　　 "It's interesting." Song Weiyang smiled.

Zhu Xiaoming said: "As long as the NBA’s exclusive strategic partner contract in China is won, there will be another bullfight, plus Yao Ming as the spokesperson. The three-pronged approach and mutual promotion, if Jianlibao’s sales cannot increase by 100 within a year %, I don’t need the chairman to hold accountable at that time. I will take the blame and resign. I don’t want any dividends. Even the annual salary will be refunded a lot!"

　　 Song Weiyang said: "It seems you are confident."

　　 Zhu Xiaoming said: "My confidence also comes from the sales channels of Xifeng and Jianlibao. I am afraid it will be messed up if I switch to other companies."

"Welcome to join Xifeng (Jianlibao)," Song Weiyang stood up and shook hands and promised, "As long as your plan is successful, don't ask for any dividends, I will directly distribute Xifeng stocks to you. Of course, these stocks are all It is paid. Next time you issue additional directional stocks, I will give you the price of a senior employee, but you need to pay for it yourself. If you don’t have enough money, you can slowly deduct it from your annual salary. After five years, these stocks will be I can trade freely."

　　Zhu Xiaoming smiled and said: "It seems that the chairman wants to tie me to the ship Xifeng, thank you for your trust!"