Chapter 8 Chapter 7: The Magical Baby That Everyone Crazily Scrambles For

If Ma Yun is a swordsman, Shi Yuzhu is more like a swordsman. Since his second venture in 1998, he has been marketing melatonin and gold partners, cashed out from Qingdao Jiante and Stone Holdings, held shares in Huaxia and Minsheng Bank, and IPOed Giant Network.Every time he switches industries and enters new fields, he can win by surprise in a mysterious way. Especially after entering the field of online games, he also wielded the "odd" knife in his hand to the fullest.He broke the "rules that were inexplicably set by the Koreans" and created a game full of "pragmatism" in his own way.When others charge, he does it for free; when others also do it for free, he introduces a dual-track system of free and charging.He was the first to put online game advertisements on CCTV, and he used tens of thousands of people to deploy marketing channels in second- and third-tier cities.He is constantly subverting old rules and creating new ones.

Researcher Li Zhi of the China Human Resources Development Research Association believes that Shi Yuzhu is unpredictable.It is very strange that he pursues the business model too much, but it is difficult to see his business ideal.When starting a business as Hanka, if we insisted on an ideal, the giant would be no worse than Lenovo, but Shi Yuzhu gave up; on health care products, if we insisted on an ideal, we might be able to change the industry and become the “Vanke” of health care products, but he Run to play games. Shi Yuzhu used his creativity and marketing model to win by surprise, won a comeback, won a fortune, and also aroused people's doubts.For this marketing genius, the market is just a river and lake, and he is a swordsman who is constantly caught in the whirlpool of criticism and slander, living between good and evil.

Shi Yuzhu's business history is a myth.He can use his magical changes to launch all kinds of Pokémon on the market that are snapped up by everyone. When he first came to Shenzhen to start a business, Shi Yuzhu launched the Giant Chinese Card. This was not his first creation, but was introduced from abroad and improved in China.Shi Yuzhu, who tried his hand at a small scale, greatly increased his confidence, and started to build the Giant Building, which sold 100 million yuan of uncompleted flats, but in the end he fell into a quagmire and was defeated by Waterloo.Since then, he disappeared for 3 years, and when he came back with Melatonin, he created the myth of health care products sales, and then created the miracle of online games.However, Shi Yuzhu is not a god after all, so why can he come back from the "death" and make the market go crazy again and again?

He once said: "Advertising is very important. Without advertising, it will definitely not work, but the product is the foundation." It can be seen that it is not that he can play magic tricks. The key to successful marketing is that the product can adapt to the market. From the perspective of ordinary people, high-tech products such as computers and software should be developed by universities and scientific research institutes, because they have strong talent teams and scientific research capabilities.Especially in the early days of computer development, many people didn't even know what a computer was, let alone research, development and promotion.Shi Yuzhu, who just came out of the rivers and lakes, has created a miracle in this field.As a young man who just graduated, he used the knowledge he had learned in school to develop a new product by himself—the Giant Hanka.This product sells well, and he also founded his own group company based on it, becoming a trendsetter in the new era.People can't help but compare him with Bill Gates who founded Microsoft, so he is called "China's Bill Gates".And his entrepreneurial experience has gradually been shaped into an "entrepreneurship myth" in the process of continuous dissemination.

The beginning of this myth is the 4,000 yuan that became known later.Shi Yuzhu was 27 years old that year. In 1989, after graduating from graduate school, Shi Yuzhu started his own business in Shenzhen, where he was familiar with Shenzhen University.What he had to do was develop a desktop writing system.Without a computer, he borrowed the computer in the computer room of the school; without a place to live, he sneaked into the student dormitory.After nearly a month of hard work, Shi Yuzhu finally developed the M-6401 desktop writing system.On the basis of solidifying fonts, adding fonts, and batch processing, this software also solves the interface problem of "what you see is what you get".All functions are prompted by the Chinese window menu, input, typesetting, editing, and printing can be integrated in the same interface, and after comprehensive compression, it can ensure that large characters have no jagged strokes and small characters have even strokes.He compressed this software into a card that could be loaded into a computer host, and this was the original "Giant Han Card".

Shi Yuzhu showed his extraordinary courage and adaptability at the beginning of his business.The company needs computers, and Shi Yuzhu's funds are insufficient.So he came up with a way to postpone the payment. He bought a computer priced at 8,500 yuan from the computer company for 9,500 yuan, and paid half a month later.This is equivalent to renting a computer for half a month at a rent of 1,000 yuan. After the computer problem was solved, Shi Yuzhu started advertising next.There was still no money for advertising, so he ran to Beijing, broke into the advertising department of the "Computer World" newspaper, and demonstrated the software to He Jinghua, the advertising director at the time.He Jinghua agreed to give Shi Yuzhu three quarters of advertising first, and the advertising fee will be paid in half a month.Advertising is the same as buying a computer.

Shi Yuzhu is gambling. If the software cannot be sold within 15 days, he will be in trouble.He bet that it could be sold within 15 days.Due to time constraints, Shi Yuzhu's first advertisement was very simple, with only one line of eye-catching characters printed on half of the advertisement space: "M-6401, a historic breakthrough." The advertisement was published on August 2, 1989 in "Computer World. In the next time, the only thing Shi Yuzhu can do is to wait.If he can't get the order within 15 days, I'm afraid he will have to work for a computer company to pay off his debts.

As it turned out, this assumed worst-case outcome did not materialize.On the 13th day, Shi Yuzhu finally received two orders, with a total payment of 15,820 yuan.This money should be regarded as Shi Yuzhu's "first pot of gold". Since then, Shi Yuzhu has been out of control, and he put all his income into advertising again.Like a snowball, the sales volume of M-6401 got bigger and bigger with the spread of advertisements.Four months later, the company's operating income exceeded 1 million yuan. Due to the impact of competitors, Shi Yuzhu decided to develop M-6402, which is an upgraded version of M-6401.This time he lived a "concentration camp life".He and his companions rented out two student apartments in Shenzhen University, prepared 20 boxes of instant noodles, and practiced in seclusion for 150 days.The result of these five months is that the M-6402 Hanka with stronger functions has been developed.Later, Shi Yuzhu registered a company of his own, named "Giant".Originally, he wanted to register the company in Shenzhen, but the word "giant" was not approved by the Shenzhen Industrial and Commercial Bureau.So, in April 1991, he registered the company in Zhuhai again.

The full name of Shi Yuzhu Company is "Zhuhai Giant New Technology Company", with 15 employees and a registered capital of 2 million.Shi Yuzhu explained the company's name in this way: "IBM is internationally recognized as the blue giant. I named the company with 'giant', and I want to be the IBM of China and the giant of the East." After the establishment of the company, because the M-6402 product was impacted by the Kingsoft Han Card developed by Hong Kong Kingsoft Computer Company, it needed to continue to upgrade.Shi Yuzhu decided to invest 800,000 yuan to develop M-6403.For a small company with a registered capital of only 2 million yuan, it is very courageous to spend 800,000 yuan on research and development.

It should be noted that although the company was registered in Zhuhai, in fact the company's headquarters has always been in Shenzhen, and it was not moved to Zhuhai until July 1992. After July 1992, Shi Yuzhu settled in Zhuhai with more than 100 employees, causing a sensation.Due to the great success of the sales of M-6403, Giant's annual revenue exceeded 100 million yuan. It is surprising that such a performance was created by a company with an average age of employees of 22 and an average age of management of 26. .The Zhuhai Municipal Government has given Giant a series of preferential policies in terms of taxation and household registration.In order to achieve more income, Shi Yuzhu started selling computers.

1992 seems destined to belong to Shi Yuzhu.Whether it is Giant's employees, government officials, or public opinion, people regard Giant as a high-tech company.People expect this company to grow into "China's IBM" one day.Shi Yuzhu's Giant Group became more and more famous.Shi Yuzhu and the Giant Group, under the prestige, are more passionate and heroic. However, in hindsight, the high-tech content of the Giant Group is not high, and the technology is more borrowed and imitated than original.What's more, with the passage of time, Shi Yuzhu made a mistake in positioning the company and overestimated his own ability, which eventually led to the collapse of the Giant Group due to blind diversification. Even so, we still cannot obliterate the glory of the giant Hanka. It was the first shot fired by Shi Yuzhu, who had just entered the rivers and lakes, in the business war. In 1993, China's economic development momentum was very good, and people at that time did not realize the risk of economic overheating.The development of Zhuhai is also similar. At that time, a large port, a large airport, and a cross-sea bridge were all under construction, and it seemed that the prospects were limitless.As the vane of economic development, the real estate industry is even hotter.As long as you have a house, you can sell it, so you don't have to worry about selling it. In the view of Shi Yuzhu, who is adventurous and very radical, that passionate year is an excellent opportunity for him to show his talents.At that time, as support for high-tech enterprises, the Zhuhai Municipal Government granted Giant a piece of land.This piece of land with a planned area of ​​10,000 square meters has an excellent geographical location: it is adjacent to Zhuhai TV Center, Financial Center and Post and Telecommunications Center in the east, sports center in the west, commercial center in the south, and Zhuhai, which was under planning and construction at that time, in the north. The new municipal government is a neighbor.Such a unique geographical environment is simply something that can be encountered but not sought after. The so-called "right time and place" is probably nothing more than that. After repeated consideration, Shi Yuzhu finally decided to use this piece of land as the base of the giant building.He wants to build a giant building, including the giant group development center, administrative center, logistics center, employee apartments, employee canteen, employee activity center, etc.His original idea was based on the giant group's own use as the basic starting point. But after the blueprints of the building were designed, Liang Guangguang, secretary of the Zhuhai Municipal Party Committee, talked to Shi Yuzhu, hoping that Shi Yuzhu would win glory for Zhuhai and make the Giant Building the tallest building in China.Only when a giant builds the tallest building in China can Shi Yuzhu be worthy of being a national model.The Zhuhai municipal government originally granted Giant more than 10,000 square meters of land, but in order to support Giant to build the tallest building in China, the municipal government granted him more than 30,000 square meters of land.The price of these lands is very cheap, and the price of 125 yuan per square meter is equivalent to a free gift. Shi Yuzhu fully felt the sincerity of the government. During the construction process, the design of the Giant Building continued to increase.At the beginning of planning and construction, there were only 18 floors, and later it was changed to 38 floors.The investment budget has reached 200 million yuan, and the plan has also been reviewed and approved by the Zhuhai Planning Bureau, and the project has entered the stage of intensive preparations.Later, due to various reasons, it was gradually increased to 54 floors and 64 floors.By the time of the opening ceremony of the Giant Building in early 1994, the Giant Building had reached 70 floors.When Shi Yuzhu was speaking, he was just about to announce the height of 70 stories to the outside world. Seeing the earnest eyes of Liang Guangda, Secretary of the Zhuhai Municipal Party Committee, he suddenly got excited and blurted out: The Giant Building will be built with 72 floors.In the process, the investment in the Giant Building rose from 200 million yuan to 1.2 billion yuan, and finally broke ground in February 1994. At that time, the Zhuhai Municipal Government was very supportive of the Giant Group, and Liang Guangguang, Secretary of the Municipal Party Committee, introduced Giant to the central leaders again and again.State leaders successively came to visit and write inscriptions, which obviously increased people's trust in the Giant Group, and also greatly enhanced the influence of Shi Yuzhu and the Giant Group. Therefore, when Shi Yuzhu sold the off-plan Giant Building, people rushed to buy it.A large part of the reason is people's trust in the giant group and its "government background", not all because of the attractive returns promised by Shi Yuzhu.People would think that the Giant Group is an enterprise that is strongly supported by the central and local governments, and that it can obtain resources that are difficult for other enterprises to obtain.People believe that this company, which often appears in the media and is always visited by leaders, has sufficient funds and sufficient repayment ability, and the investment giant will definitely bring wealth to itself. In 1993, villas in the West District of Zhuhai sold more than 1 billion off-plan properties frantically in Hong Kong.But people don't know that the relationship between the Giant Group and the government is not so tight. Except for the piece of land given to the Giant by the Zhuhai Municipal Government, the Giant Group has not obtained other resources from the government. Plans can't keep up with changes. In 1994, China began to carry out macro-control, and began to restrict the sale of uncompleted properties.Facing such a severe external environment, although Shi Yuzhu tried his best, he only sold more than 100 million uncompleted properties.Afterwards, the Giant Building fell into an inextricable predicament-there was a problem with the capital chain.The Zhuhai Municipal Government held an on-site loan meeting for the Giant Building in an attempt to save it, but was unable to recover.In the end, Shi Yuzhu's Giant Mansion had problems due to insufficient funds, which triggered a subsequent debt collection crisis, and his career and life have since then fallen into a trough. However, we can still see Shi Yuzhu's courage and courage from it.People's frenzied grabbing of giant uncompleted projects is actually a proof of Shi Yuzhu's ability to turn clouds and rain. In 1994, the domestic software industry was in trouble. With the lifting of the Western embargo against China, many foreign software vendors aggressively entered China, encroaching on the living space of other software products of Giant Group.The giant Hanka in it was also affected, and a large amount of market share was taken away.In order to break out from the IT predicament, Shi Yuzhu turned his attention to health care products and spent 120 million yuan to develop a new product - Brain Gold.Once a new target was selected, his superb marketing skills came in handy again. Strengthen institutions first.Shi Yuzhu built a branch company and set up a marketing department to make a strong attack on the whole country. In November 1994, the national market of Brain Gold was launched, and branches were established in various provinces, autonomous regions, and municipalities directly under the Central Government.Establishing branches, training and assessment, and achieving sales rebates are called "three barriers".Shi Yuzhu instilled the same idea in every branch manager: the concept of brain health and channel network distribution should be spread at the same time, and the most important thing is "payment is the last word".At the same time, he divided the market into seven regions: East China, South China, Central South, Northwest, Southwest, North China, and Northeast China. Then hit the advertising campaign.The advertisement of Brain Gold on CCTV is mainly based on image promotion.In terms of regional media, focus on local daily newspapers and evening papers, with a period of 3 days, focusing on functional appeals and supplemented by popular science articles.Posters, hanging flags and other outdoor publicity are also fully used.Shi Yuzhu's advertising talent was brought into play again. While the hard advertisements are in full bloom, various promotional activities are also in full swing: on the one hand, all kinds of brain gold promotions are overwhelming; on the other hand, Shi Yuzhu demands to increase the proportion of soft publicity.In order to cooperate with the publicity, the print run of "Giant" reached more than 1 million copies, which were widely distributed in the form of newspaper clips and direct delivery to households, and became the "internal magazine" with the largest print run of Chinese enterprises at that time.Consumption cases are widely collected, and the promotion of brain gold clinical test reports, typical cases and popular science articles is also closely coordinated. At the time when Sanzhu, Taiyangshen and other health care products were still advertising on the rural walls, Shi Yuzhu, who was "both vicious and daring", adopted an overwhelming, pervasive, and indiscriminate advertising strategy. Channel construction and strict management have made a new health product well-known in China.The effect is obvious.From October 1994 to February 1995, the first battle of brain gold achieved a payment of 180 million yuan in just 4 months. This performance was completed under the circumstance of insufficient supply.At that time, Shi Yuzhu and his brain gold became well-known stars. If the brain gold is still the icing on the cake when the giant group was in full swing, then the later brain platinum is the life-saving elixir when the giant is in deep crisis. In China, many people may not know who Shi Yuzhu is, but they must know what Melatonin is.Because for a long time, as long as you turn on the TV, no matter which channel, it bombards your eyes and ears.Therefore, its overwhelming TV advertisements were denounced as "vulgar", and its products were criticized as "useless" by public opinion.But no matter how you scold it, no one can ignore its ability to "collect money". After the giant building failed, it brought Shi Yuzhu a huge "pit". The "first debt" is 210 million, how to repay the debt is the primary problem he has to face.Shi Yuzhu fell from "China's richest man" to "China's first loser", and fell from the top of the mountain to the bottom of the valley. In the winter of 1997, in Jingxian County, Anhui Province, Shi Yuzhu convened more than 20 key employees to hold the "Taiping Lake Conference".This meeting determined the next business development focus for the giant - the development of Melatonin. After one year of trial marketing of Melatonin, it spread rapidly across the country, with monthly sales soaring to 100 million yuan and profits reaching 45 million yuan.At the same time, most Chinese people remember the slogan "No gifts for this year's holidays, only Melatonin for gifts" through TV.Many people say that melatonin can be produced purely by exaggerated advertisements, but it is not the case. It is a marketing strategy that the outside world does not understand melatonin.In the years when Melatonin sales were booming, advertising fees rose year by year, and the cost was very high. Advertisements alone would definitely not be able to sustain the market. Shi Yuzhu also said: "It is possible to deceive consumers for one year; it is impossible to deceive consumers for 10 years." Word-of-mouth publicity is the most important thing, and time can best explain the problem.When the Naobai King Kong was successful, many people said that it would collapse within a year, but it has been sold for 11 years, and it is still the sales champion of similar products.Facts have proved that some of the criticisms of melatonin in the past are unfounded. Amid doubts and insults, Melatonin has been selling steadily for 10 years.With Melatonin, Shi Yuzhu not only paid off all the debts of the Giant Building, took off the title of "China's first loser", but also established the foundation for its re-emergence. Melatonin's success also lies in its emphasis on the rural market, and sales and profits mainly come from townships.China's largest market is in the countryside. There are 800 million farmers in the country, and if the population of counties is included, it will reach 900 million.There are hundreds of health care products in supermarkets in big cities, and melatonin is not conspicuous even if it is placed on the shelf, but in stores in towns and villages, melatonin will definitely be among the few health care products.This is exactly the brilliance of Shi Yuzhu. Shi Yuzhu injected a strong stimulant into the health care product market through hype, setting off a rare buying frenzy in the Chinese market, laying gold all the way from brain gold to brain platinum.Shi Yuzhu's huge commercial success may be just a short rainbow for the pharmaceutical industry, but he has created a myth in the history of advertising and marketing by relying on his unique marketing model and those slogans that have been praised and criticized by others. Countless imitators. While the mass media is still arguing about the efficacy of melatonin, Shi Yuzhu has already begun to promote his new generation of health care products - golden partner. In January 2001, Shi Yuzhu registered and established Shanghai Golden Partner Biotechnology Co., Ltd. to enter the vitamin market. Vitamins are products between health care products and over-the-counter drugs, and have a large market in western developed countries.Shi Yuzhu has long seen this business opportunity. As early as 1998, he said to Liu Yonghao, chairman of New Hope Group: "Today's health care products in Western countries is our tomorrow." And he is the golden partner this time. In order to realize this idea. One of the main reasons for Shi Yuzhu's success is that he is good at grasping the rhythm of the market and discovering new markets.From the very beginning, his operation of Golden Partner was different from that of Melatonin. He had to work hard to make Golden Partner a long-term product.In fact, when determining the product positioning of the golden partner, Shi Yuzhu tried to use more standardized operations to avoid too much criticism. Although both "Golden Partner" and "Melatonin" are health care products, their performances are quite different.Golden Partner gave up the questionable efficacy propaganda of melatonin, and took vitamin supplementation as the main function, claiming that its formula follows the principle of "nutrient balance" and can comprehensively and balancedly supplement the nutrients that Chinese people lack.Moreover, the product comes from the research results of the Chinese Nutrition Society. On the one hand, it has an aboveboard background, and on the other hand, the promotion of supplementary nutrition can also win the trust of consumers. In foreign countries, vitamins are a huge market with an astonishing consumption and a market size of tens of billions of dollars.Shi Yuzhu believes that although Chinese people have not yet developed the habit of supplementing vitamins, with the increase of per capita income, more and more Chinese people will care about the health of their families and themselves. In this way, the future vitamin market in China will be limitless . Shi Yuzhu is bound to win this time. His positioning is not just for elderly users, but to "catch all" all user groups. It can be seen from the slogan: "Golden partner gives elders, good waist and legs, good spirit; gold A partner for a lady will be delicate and ruddy; a golden partner for a child will grow taller and learn well.” Actions prove determination. In August 2001, Shi Yuzhu put the trial sales of Golden Partner in five provinces of Jiangsu, Zhejiang, Fujian, Shandong, Anhui and Shanghai, at the same time, the large-scale marketing campaign of Golden Partner also started. The marketing method of Golden Partner follows the old way of melatonin, and it is still the mode of "soft text + advertisement".The promotional soft text of Golden Partner highlights the authority of the product: Golden Partner is developed by the Chinese Nutrition Society under the leadership of the China Association for Science and Technology, and the world’s largest vitamin giant, Swiss Roche, provides raw materials, and the listed company Qingdao Jiante Made in Wuxi Jiante, which is owned by Biological Holdings, was created by the joint efforts of three powerful companies.In this way, the golden partner impresses with official recognition and international quality.Subsequently, a large number of soft articles about the efficacy of golden partners appeared, such as "Malnutrition Harms Children", "How Chinese Eat", "The "Disaster" Caused by White Rice", "People Can Only Live 10 Days Without Vitamins", etc. Message: Consumers are too deficient in vitamins and need supplements urgently. According to the annual report of Qingdao Jiante, the sales revenue of the golden partner in 2002 was 26.319 million yuan, and the gross profit was 8.947 million yuan.By 2003, the sales revenue of Golden Partner jumped to 130 million yuan, and the gross profit was 59.63 million yuan.This is not unrelated to the bombardment of the new advertising slogan "golden partner, does not contain phosphorus and copper".However, the golden partner's propaganda about "phosphorus and copper exceeding the standard" was suspected of creating concepts and belittling competitors, which quickly aroused controversy among all parties, and later had to be suspended. Subsequently, the golden partner went back to the old way of melatonin.Launched the gift-giving advertisements of "Golden partner, be good, the gift is awesome" and "How many relatives and friends, how many golden partners to send". Like the experience of melatonin, Golden Partner and its advertisement also received a lot of criticism and criticism.Moreover, the golden partner's return to the old way of melatonin also deviates from Shi Yuzhu's original long-term plan.But it still brought considerable benefits to Shi Yuzhu.When Shi Yuzhu sold the sales network of "Melatonin" and "Golden Partner" in 2003, he received 600 million Hong Kong dollars in cash plus 570 million yuan in convertible bonds.The golden partner, together with Melatonin, contributed a lot to Shi Yuzhu's subsequent repayment of debts and the accumulation of abundant capital for entering online games. It would be a wrong idea to think that Shi Yuzhu will always be in the health care products market.Shi Yuzhu is a fickle player, every choice is unexpected.In recent years, his most amazing move was to enter the online game market.Online games were originally his personal interest, and he hoped to find new treasures from his hobby.Back then when he was making health products, Shi Yuzhu claimed to help others solve sleep problems, so he made a fortune.Now he hopes that tens of thousands of players will work tirelessly to realize his new dream of wealth as he did back then. The first game developed by Shi Yuzhu to enter the online game industry is "Journey".As soon as Shi Yuzhu, who is especially good at making money, stepped into the online game, he adopted the most incomprehensible trick - free.Its free operation mode has attracted 319,000 players online at the same time, and even tens of thousands of people insist on "killing monsters and leveling" in front of the computer even at two o'clock in the morning.However, this move means that Shi Yuzhu gave up the mature profit model of online games. How to make money for Shi Yuzhu's free "Zhengtu"? Billionaire Shi Yuzhu is targeting rich people like him, "Imagine that if a large number of rich bosses in China play games, under what circumstances they will spend a lot of money, and then design games with this goal." "Zhengtu" seems to be free, but it is actually more precisely aimed at the RMB in the pockets of the rich.This model is indeed attractive to rich people. A veteran player of "Zhengtu" said: "One person can fight against players from one country and still get out of it. This is the power of RMB players." The free mode of the "Zhengtu" game is to stimulate the consumption of high-income people while allowing 70% of the players to spend nothing.In the "Zhengtu" game, the focus of player consumption is the creation of virtual equipment.The better the materials used and the better the attributes of the equipment, the stronger the player's PK ability will be.The price of the material increases geometrically with its grade.This game is almost a hand-in-hand teaching people to spend money.In the early stage of the game, you can create a set of "sacred" equipment for only a few tens of yuan, but every time you increase the level by 10, you will have better equipment to create, and the more virtual materials you need.In the end, it will cost thousands of yuan to create a set of ordinary "sacred" equipment of level 120. The unspoken rule of this game is: what is played is money strength, and rich people can buy better equipment and be "invincible".In addition, the game has designed a lot of extra equipment, and it takes double the money to enhance each function.A player once spent more than 200,000 yuan on a virtual character. "Zhengtu" will subsidize players with 20% of its total income, because the more popular it is, the more it will attract players who spend money. The "Zhengtu" network takes out 15 million to 20 million yuan of income every month, and distributes "salaries" to players in the form of recharge, so as to attract players. In September 2006, after the official version of "Journey" was launched, the 1st to 7th of each month became the salary payment day for "players above level 60".Shi Yuzhu also gave each "Zhengtu" player a "salary" of 50 yuan to let them participate in the game.And since September 1, 2006, "salary" has been issued, and "Journey" has exceeded 450,000 people online at the same time, which is enough to prove that players agree with this model.Shi Yuzhu's goal of attracting popularity was successfully completed. Since the launch of the free game "Zhengtu" in 2005, the highest number of online users of "Zhengtu" has reached 1 million, which fully proves the success of the free operation model.Shi Yuzhu's profit target for the health care product department is 100 million yuan in 2006, and the profit created by the Internet company for Shi Yuzhu has exceeded that of health care products that have been in business for several years. The "money-absorbing" ability of the "Journey" game can be seen. However, Shi Yuzhu will never be satisfied with the success of one model, and will never limit the channels for making money to one channel.Changing according to needs has always been his magic weapon for success. Around August 2007, the time version of the new game "Zhengtu" launched by Zhengtu Company even played the banner of "fee".This is Shi Yuzhu's alternative return from free to charge. The time version of "Zhengtu" only costs 0.3 yuan per hour, and there is also a monthly subscription option, 50 yuan can be played for a month. This exposed Shi Yuzhu's ambition: rich and poor eat all. "Free" earns the money of the rich, and 3% of players support 80% of the income; "Charge" earns the money of the poor.Although Shi Yuzhu's paid version of the game is very cheap, the base of this player group is very large, and the aggregated scale is still spectacular.However, Shi Yuzhu said that the free zone of "Journey" is still the absolute mainstream and has never given up. "Zhengtu" adopts a dual-track system in which the charging model and the free model are parallel.His words can be understood from another angle: don't let any player go, let any player contribute to his profit. Although Shi Yuzhu has made remarkable achievements in the online game industry, but to attract almost all Chinese 2D game players and occupy an absolute share of this market segment, he still has to rely on his magic weapon to make the "Zhengtu" game win-gathering popularity.Obviously, he needs a comprehensive layout, which is the fundamental reason why fees and free coexist.The sole purpose of this approach is to win over players from competitors and stay forever on the game launched by the giant. Online games are the most profitable industry, and Shi Yuzhu is the entrepreneur who loves to make money the most and can make money the most. Health care products are the industry Shi Yuzhu is most familiar with. From brain gold at the beginning, to brain platinum and gold partners later, he has stirred up the health care product market in China and set new sales records many times.Although he later devoted himself to online games and still made a lot of money, in Shi Yuzhu's heart, he never wanted to miss the opportunity to make a difference in the health care product market. At 5:00 p.m. on January 18, 2008, representatives from Shanghai Giant Investment Co., Ltd. and Wuliangye Group gathered in Yibin Wuliangye Group Yixinyuan Conference Hall to hold a strategic cooperation signing ceremony.Tan Fei, general manager of Wuliangye Group Health Wine Company, and Cheng Chen, executive vice president of Shanghai Giant Group, signed the contract on behalf of both parties.Behind Cheng Chen is obviously the trader Shi Yuzhu. One is a well-known wine tycoon, and the other is an influential figure in the health care product industry. Although it is reasonable for the two parties to come together, it is unexpected. From Giant Han Card to Melatonin, from Golden Partner to online game "Journey", and in 2008, health wine appeared again, Shi Yuzhu has always given incredible impressions.Such a huge leap in the industry has made many people in the industry think that this is Shi Yuzhu's another rash advance. After all, the premature death of the Giant Building is a typical case of aggressive failure.However, Shi Yuzhu relied on the concept of "do whatever makes money", and this time he climbed up to Wuliangye, a liquor giant. Cooperating with it may allow Shi Yuzhu to make health care products, health wine and online games seem to be irrelevant. Combine related things. Compared with the well-known Wuliangye Baijiu, although Wuliangye Group has been involved in health wine for a long time, its health wine is not widely known, and its performance is also lacklustre. In 2001, Wuliangye Group Health Wine Company was established, and successively launched many high-end health wine brands such as "Xiongjiu" and "Zangmi Kangyou".But after a few years, the health wine company's operating conditions are not optimistic, and the annual sales revenue is only 100 million yuan.It can be seen that Wuliangye's health wine, which is well-known in the liquor field, has not been fully recognized by the market, and its revenue is insignificant in Wuliangye Group's sales revenue of more than 25 billion yuan in 2007.Even compared with Push Group, whose annual sales revenue reaches 1 billion yuan, health wine still has a considerable distance. Health wine is not Wuliangye's strong point, and it has always been difficult to expand.The choice of Shi Yuzhu this time, of course, is to use Shi Yuzhu's marketing ability to expand the market territory of health care wine as soon as possible and win the health care wine market. As far as Shi Yuzhu is concerned, health care products are the main industry where he made his fortune. From melatonin to golden partner, Shi Yuzhu's accumulated health care product operation experience and network are undoubtedly his huge wealth. The market of the health wine industry is very large, and the total sales of this industry are increasing at an average annual rate of 30%. In 2001, the national health wine sales were only 800 million yuan, but by 2005, the industry had achieved a sales scale of 4.5 billion yuan, in 2007 reached 6 billion to 7 billion yuan, and in 2008 exceeded 10 billion yuan. close.Internationally, the consumption of health wine, health wine and nutritional wine accounts for 12% of the total alcohol consumption, but in China, this proportion is actually less than 1%, and there is considerable room for development. But so far in China, there is no brand or enterprise that has an absolute advantage in this regard.As far as the current situation is concerned, the combined annual sales of Hainan Yedao Lugui Wine, Hubei Jinjiu, Zhejiang Zhizhong and Wujiapi Wine, which rank top in the industry, are only 1 billion yuan. Of course, Shi Yuzhu will not let go of the opportunity hidden in it.The cooperation between the two parties is actually a public display of the health wine market ambitions.At the signing ceremony on the same day, Wang Guochun, the former chairman of Wuliangye Group, said: "Wuliangye will try to create several other influential brands soon, just like creating the 'Wuliangye' brand." Within 5 years, the healthcare wine sector will become the top three in the industry, and in 10 years it will become the industry leader. However, after cooperating with Giant Company, it plans to make the healthcare wine sector the industry leader within 5 years. Another reason for Shi Yuzhu to enter the health wine market is that there is a problem with his golden partner.Today, when the marketing tactics of traditional nutrition and health care products have been exhausted, and the promotion models of all manufacturers are almost the same, the golden partner can no longer reproduce the glory of melatonin in the past. It should be said that it has become Shi Yuzhu's "chicken rib".But from melatonin to golden partner, the channels accumulated by Shi Yuzhu are still a huge fortune. After all, the sales network all over the country can still play a considerable role.The health care products business under Shi Yuzhu has more than 150 sales branches and 290,000 sales points across the country.Clearly, he didn't want to sink or devalue the channel he had worked so hard to build. 史玉柱与“五粮液”合作，是要借助它的威名，利用自身多年来在保健品行业积累的经验，发挥现有的渠道优势。相信史玉柱能够在保健酒的新领域，充分整合“五粮液”的名气和“巨人”的人气，创造新的辉煌。