?Liang Yifei started a business from scratch in his life, and the reason why he can develop fast is not only because of the big reasons such as prophets and personal ability, but also used a lot of 'golden ideas', small means and flashy marketing strategies in specific details. .

There are many ideas and methods in it, which he heard and learned from MBA or other places in his previous life, and then used them.

Advertising with airships is one of the tricks. When the new era was just starting, it only cost a small amount of tens of thousands of yuan to let the whole Binhai City know about such an English tutoring school overnight.

The specific source of this trick, Liang Yifei does not remember very clearly.

It was from this room, Mr. Kong of Qinchi Wine Industry.

At the beginning of 1990, Kong Changji, a cadre who was transferred from the army, came to Qinchi Winery. At that time, the annual output of the winery was less than 10,000 tons, and the output value was less than 20 million. Most of the 500 employees were like most state-owned enterprises. , Although it is not dilapidated, it is by no means a good enterprise. The self-produced Qinchi wine has not been out of Weifang area for decades.

Although Ludi has always been a major province of liquor production and consumption, at that time, the province already had a popular product, Kongfujia liquor. With its unique Kongjia cultural background and the protagonist’s endorsement advertisement after the popularity of Beijingers in New York, It is popular all over the country. In contrast, Qinchi Winery is not competitive in any way.

There are not 20 wineries like this in the whole province, but there are more than a dozen.

Kong Changji, who had actually fought in wars, was not a fool. After coming to the winery, there was a feeling of 'dissatisfaction' in her heart.

Why?

Why do you sell Confucius wine better than my Qinchi? Why is it the hometown of Confucius, you can play the cultural card, and I can only stare at it?

Just kidding, look at my name, if you want to play the Confucian culture card, it should be me too.

So at the beginning of taking office, Kong Changji set a goal for himself. If he wants to do it, he will become the top winery in the country. After that, he has not been idle for a day and started to run the market all over the country.

In other words, Kong Changji's dissatisfaction is not unreasonable. At that time, most enterprises focused on the market rather than the quality. From the taste and quality of the wine, there was no obvious advantage or disadvantage between Qinchi and Kongfu, it was just personal The taste is slightly different.

This lays the foundation for the competition between Qinchi and Confucius, and it is also doomed that in the future, these companies that focus all their energy on the market rather than their own research and development will gradually decline.

When the liquor industry wanted to open up the market, it followed the three-north route, starting from the northeast, northwest, and north China. Those who won the three norths were called princes, and those who won Beijing and Shanghai won the world. Kong Changji was no exception. The first stop was here. to the Northeast.

This lump in the northeast is simply a natural market for liquor!

The problem is that although the Northeast is suitable for liquor sales, the area of ​​the three eastern provinces is too large, and because of the cold climate, each city is a key market. Kong Changji, who just arrived, has 500,000 in his arms, and the promotion funds are very stretched. With these 500,000 yuan, it is quite a fantasy to overwhelm the local liquor that has been in the local area for many years. Kong Changji racked her brains and thought of a unique trick, which was to use the airship.

Every time I go to a big city, I rent an airship locally and spread advertisements all over the sky. Starting from Shenyang, in just a few months, Qinchi wine became a hit in the Northeast, and 500,000 became a household name.

Just one year later, the sales of Qinchi wine had increased fivefold to over 100 million.

Here are the opportunities and dilemmas faced by entrepreneurs in the early 1990s:

In the early 1990s, there were only unexpected, but not impossible, the concept of market economy just surfaced, and all kinds of wonderful promotion methods have surfaced one after another, and they are also allowed to be tried. As long as you are brave, getting rich overnight is not a dream. ;

But in the same way, if the thinking is not avant-garde enough and the hands are not fast enough, within a year or two, the wealth level will fall off a cliff. Ordinary people, everywhere.

After that, Qinchi Wine Industry vigorously expanded the three-north market, and it really became a prince, with an annual output value approaching 300 million.

Kong Changji, who made his fortune in advertising, is very aware of the power of advertising. Last year, he prepared to come to the first bidding meeting of the Media Center. As a result, the factory's funds were squeezed for a while for some reason, and he regretted his absence. At the beginning of this year, the factory The capital chain is healthy again, and he has been raising funds since April in preparation for the November bid.

Like Liang Yifei, Kong Changji is determined to win this time!

"It doubled in one fell swoop?" The manager of the advertising company opposite Kong Changji hesitated for a while, and said uncertainly, "Is it too high?"

The competition is indeed fierce, but after all, the bidding fee is based on a base of tens of millions. The base is so large, and the percentage of increase will not be too high.

Moreover, the money of a company has various clear uses. No matter how important the market is, it is only a part. In marketing, advertising investment is only a part. To be further refined, in addition to CCTV advertising, there are also Various other types of advertising spend.

Therefore, even companies with annual sales of 500 to 600 million yuan will generally not bid 100 million to 200 million yuan. Last year, Confucius House Banquet and Wine won the bidding king with nearly 30% of the annual output value, which is actually an anomaly.

60 million, even for Qin Chi, is one-fifth of the annual sales. If this money is spent, will the marketing department have other expenses next year?

Kong Changji glanced at the manager of an advertising company from a small urban handicraftsman in front of him. The other party's words were not unreasonable, and his considerations were quite satisfactory.

But the problem is, this is an unreasonable, rule-breaking age.

If everything is honest and reasonable, and things are done according to the rules, then don't reform, and honestly eat a big pot of rice without oil and no salt in the factory~lightnovelpub.net~60 million is a foundation. Kong Changji didn't explain anything to the other party, and waved her hand decisively: "On this basis, you can add more!" "

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If Qin Chi is a big fish with relatively outstanding strength in this tender, then the Sun God in Suite 408 can be regarded as one of the top big crocodiles in this tender.

In the early 1990s, among private enterprises, the health care product industry was undoubtedly one of the most profitable, or one of the fastest to make money, and Helios was the well-deserved leader of the first echelon among many health care product manufacturers.

As early as two years ago, in 1993, the turnover of Sun God had exceeded 1.3 billion.

Like the Chinese turtle spirits of Feilong, Sanzhu, and Liang Yifei, compared with the sun god, they are both latecomers and younger brothers.

This time, Boss Huai, the sun god, personally led the team.