Zhu Xiaoming went back to propose his brand strategy and activity plan at an internal meeting of Jianlibao, which caused a huge dispute again.

Because Jianlibao is not Zhang Guodong's one-man show, Yang Xin faction, veteran faction (canning factory), Zheng Chen faction and MBA faction, all of them were transferred to Jianlibao for important positions. Although there are many factions, as long as you don't mess around, it will be conducive to mutual supervision and competition.

However, Zhu Xiaoming's move this time was too big. Just one NBA China's exclusive strategic partner made people feel fantastic. What's more, he wanted to get a national competition of 100,000 people, which directly affected 100 million people. Even if other companies share sponsorship fees, even if they can apply for funding from sports and education departments, the funds needed by Jianlibao are still too large.

Jianlibao was split and reorganized, and laid off employees and bought out his or her seniority. Now there are still a large number of fixed assets that have not been sold, so the capital consumption is very serious. Before, it has crazily placed TV advertisements and physical advertisements, but it has already taken time for Jianlibao's cash. If it is implemented according to Zhu Xiaoming's plan, it will either go to a bank loan or seek a secondment from the parent company Xifeng.

No matter where you get money, it will aggravate Jianlibao's financial crisis, and Zhu Xiaoming's plan may not be successful.

At the Jianlibao senior meeting, Zhang Guodong sat like a Bodhisattva, while other senior executives took turns to question Zhu Xiaoming.

"Why can you guarantee that NBA will cooperate exclusively with us?"

"NBA has always wanted to explore the Chinese market, and we have initial contact with Yao Ming's team and the Rockets because of Yao Ming's endorsement contract. NBA's name is too loud, just like a beautiful girl no one dares to chase. I guess the whole of China is Zhu Xiaoming, who will whimsically seek cooperation with NBA. As long as NBA has the idea of ​​entering the Chinese market, they can only choose to cooperate with me. Please rest assured that I will lead the team to negotiate in the United States and sign an exclusive contract of at least two years!"

"Do you know what the concept of 100,000 people participating? Do you know what the scale of an event that directly affects 100 million people? How to contact? How to organize? How to promote? Have you considered all these?"

"I have considered all these things. I have a good relationship with the sports department, and the chairman has a relationship with the education department. Then just look for sports and the education department to take the lead. Yao Ming is in a hot spot now. As long as we play the signboard of revitalizing Chinese basketball, the relevant departments will definitely cooperate, because this is also a political achievement for them. Therefore, we don't need to worry about contacting and organizing the affairs of universities across the country. We even need to assist in publicity. Don't underestimate those who are officials. They have experience in operating large-scale events."

"The market price of Hongguan Jianlibao is 5 yuan, and some remote places even sell for 6.5 yuan. College students are not our target customers at all. Most of them have limited living expenses, and even if they buy beverages, they choose mineral water, cola, and iced black tea. You have such a big battle, spend so much money, and organize an event with 100,000 people, and it also includes high school students participating. How many consumers can be successfully converted?"

"Brand strategy cannot only consider the present, but also the future. There is a classic case in the United States. General Motors often promotes its advertising among college students. Do American college students have money to buy cars? No, even if they buy cars, they still buy used cars. General Motors is not stupid, so how can they do useless work? After investigation, 8 of every 10 college students who have been exposed to GM advertising use GM as the first standard for buying cars in the future. College students represent the future, and they are the most valuable potential customers!"

"The future is the future. The problem is that the company is short of funds now, you have to spend too much money, and you can't change the status quo very well!"

"You are wrong. I say that college students are the most valuable potential customers, not that they have no consumption capacity now. My colleagues here, you are over 35 years old, and your impression of college students is probably still 10 years ago. College students are very rich now, especially those from the city, whose consumption capacity is even far beyond that of ordinary working class!"

“…”

Zhu Xiaoming was almost as verbal as a controversy, and faced the doubts of many senior executives of the company, he convinced nearly half of his opponents on the spot.

Finally, Zhang Guodong, who had not spoken, sat upright and said, "Okay, I agree with this plan until now. Don't vote. As the president and CEO of Jianlibao, I have the right to make a decision. If there is any problem, I will take responsibility. I will also take the responsibility at the headquarters. If there is not enough funds, I will ask the bank to make a loan. The meeting will be closed!"

Reform is really a difficult thing. Faced with the riddled Jianlibao, Zhang Guodong took drastic action as soon as he took office. But when he turned around, he realized that the team he brought from Xifeng was not easy to use. Xifeng has gradually suffered from the "big enterprise disease", and often has conservative ideas and slow reactions.

This situation in Xifeng is normal, and almost all large companies have similar problems. As long as the system is perfect and as long as the decision-making level does not have internal conflicts, it will be more conducive to stable development to a certain extent.

But Jianlibao is different. The sales of Green Can Jianlibao continue to decline, and Hong Can Jianlibao is opening up a new market. This means starting a business again and not being dragged down by the disease of a large company. So Zhang Guodong tried to introduce fresh blood to stimulate his management team.

As for why Green Can Jianlibao's sales continue to decline, because the production cost of this thing is high, but the terminal price is not much different from Coke. So retailers are in trouble. The price is too low and the profit is insufficient, and the price is too high and they are afraid of not selling. Gradually, more and more retailers give up Jianlibao.

It is hard for you to imagine that Green Can Jianlibao actually added natural honey. How can the production cost be not high?

Don’t blame Zhang Guodong for being unscrupulous. He has quietly changed the natural honey in the raw materials to artificial honey, and the cost of honey is directly reduced to one-third of the original. In fact, whether it is natural or artificial, the ingredients contained in it are the same. If you insist on saying that natural honey is more nutritious, there is nothing you can do.

In addition, Jianlibao's original production line is also very backward and is gradually introducing new production lines.

As long as this series of work is completed, Jianlibao's production cost can be reduced by 40%. The ex-factory price will be immediately reduced, the sales enthusiasm of terminal retailers will also increase, and the market share will gradually rebound.

In Zhang Guodong's idea, the retail price of Green Can Jianlibao is 2.5 yuan, and the retail price of Red Can Jianlibao is 5 yuan. Due to storage and transportation factors, the price in some areas will be higher. The former appears as an ordinary sports drink, while the latter is positioned as a high-end functional beverage, competing with Red Bull in all aspects. (By the way, a book friend said before that Gatorade is also very powerful, maybe you remember it wrong. Pepsi Group only acquired Gatorade in 2001, and Gatorade entered the Chinese market in 2006. At this time, it was basically impossible to buy it on the Chinese market.)

Before Jianlibao's bank loan was received, Zhu Xiaoming had already taken people to the United States. In just one and a half months, he successfully convinced NBA officials that the two parties reached an exclusive strategic partnership in mainland China, and the contract was signed for a three-year period, and Jianlibao also had the right to renew the contract first.

During the US negotiations, Zhu Xiaoming was still using a trans-ocean phone to operate remotely, and successfully finalized the national tbba event, and let Xtep join the sponsorship after a few phone calls.

After returning to China, Zhu Xiaoming, who seemed to be very complicated and complex, did all kinds of work in an orderly manner in cooperation with the sports and education department. It was obvious that he could not be flexible in mind, polite in his mouth, and handle complex practical affairs with ease.

This operation not only stunned the senior management of Jianlibao, but also had nothing to say at Xifeng's headquarters.

God, so fierce!

If Zhu Xiaoming had not had enough qualifications, it would be difficult to convince the public. Yang Xin even wanted to transfer him to Xifeng headquarters to be responsible for the brand marketing strategy of the entire group. As long as this person works in Jianlibao for one or two years and makes some outstanding achievements, it is perfect to transfer to Xifeng headquarters. Anyway, he has been listed as a key promotion target.

Xifeng gradually suffered from the disease of a large company, and the same was true for Shenzhou Technology. Shen Fuxing was a little worried in the past year, and his own abilities gradually became a little insufficient.

The overall manifestation is: some departments of Shenzhou Technology are indifferent, the corruption in the procurement and sales department is slightly serious, the small project teams of the three major R&D centers are not very enthusiastic, and large project teams are showing signs of fighting for power and profit and affecting progress.

Shen Fuxing also made various reforms and adjustments, but the results were minimal and he no longer knew how to start.

This situation is similar to Huawei in 1997. At that time, President Ren didn't know what to do, so he went to major high-tech companies in the United States to inspect. It happened that ibm had just escaped from the illness of a large company. President Ren immediately decided to take ibm as his teacher, and paid a total of 4 billion yuan in five years of tuition fees.

Shen Fuxing complained to Song Weiyang at helplessness. Song Weiyang said directly: "You pay some tuition to Huawei. I will contact Mr. Ren and ask Huawei to send an advisory group here. Don't be afraid of being hurt. Ten years ago, when ibm was curing the disease of a large company, it directly replaced two-thirds of the senior management personnel, laying off more than 40,000 employees within half a year. The first year of the reform was hugely lost more than 8 billion US dollars, but the second year it turned losses into profits and getting better and better."

"Then I'll try." Shen Fuxing was completely unsure.

Song Weiyang said: "You have to make up your mind. Whoever blocks the way will attack you. The biggest resistance is your direct line! If you cannot complete this task, I will end up in person. Then I will only be more ruthless when I attack. You should consider which one is more important."

"I understand!" Shen Fuxing decided to attack his confidant.

That man was a veteran of Shenzhou Technology. He personally recruited when he first founded the company. He was definitely a great hero with outstanding abilities, but now it is also the greatest harm to Shenzhou Technology.

Shen Fuxing has been hitting him privately many times, but the other party always restrains his control and will become more severe soon. It's time to do it once. As long as he takes down this person, he can immediately shake the tiger, and the rest will be much easier. He kept it before and didn't deal with it. One was out of personal emotions, and the other was that he didn't know how to operate it in the future. If he continued to do it, he would definitely raise a second one, and it would not have much impact on the whole market.

Now there is a comprehensive reform, imitating Huawei's "ibm-like" management model and combining it with the specific situation of Shenzhou Technology to change the current bad situation from a system perspective.

Chen Fuxing thought for a while and asked, "Can some people and things be able to keep some mercy? I don't want to do it too well."

"You can do it yourself." Song Weiyang said.
Chapter completed!