Chapter 9 Chapter 8 Is it a stroke of genius or a demagogue

Whether it is advertising, publicity, planning or writing copywriting, Shi Yuzhu has a lot of magical writing, which makes people acclaimed.His high-profile borrowing and repayment and reverse thinking "inverted channels" have shown people his extraordinary marketing ability; later, he broke the industry rules and made free online games, which puzzled his peers; In China", he showed his true demeanor to the audience and consumers. It doesn't matter whether many of the industry precedents he created are magical or demagogic. The key is that we can see from them what kind of marketing and sales models and what kind of public relations methods are conducive to achieving a win-win situation.

When Shi Yuzhu's "Melatonin" came out, the health care product industry had just encountered a series of incidents of "three collapses" and "giant bankruptcy", creating a messy scene.The confidence of the public opinion circles and consumers in the health care products industry plummeted and fell into a trough.The health care products market has entered a cold winter period. How to persuade consumers to go to the market to pay for it is the primary problem facing the entire industry.As people's consumption gradually tends to be rational, coupled with lack of confidence in health care products, general TV advertisements and newspaper advertisements are very ineffective.After a full range of analysis and research, Shi Yuzhu decided to adopt a soft article strategy.The so-called "soft text advertisements" are news advertisements.As early as the 1980s, "101 Hair Regrowth Essence" achieved success by publishing soft advertisements in newspapers.Advertisements are not original by Shi Yuzhu. His success lies in the development of adverts to the pinnacle.

Shi Yuzhu summed up the main points of the soft article hype into a witty eight-point formula: do not touch the soft and the hard, the page has many readers, and the price is four or five discounts (the discount is the "deduction rate" often said in business, which is a kind of market price. It is the calculation method of the benchmark price, which is similar to the meaning of "discount"), the title should be eye-catching, with illustrations in each article, party rewards should be the main focus, wording should not be announced, the font should be uniform, there should be no advertisements around, no black frame, and irregular shapes , don’t add a hotline, the admonition should be ingenious, add flowers at the end, the execution is not out of shape, and the effect is top-notch.

During the planning of melatonin soft essays, Shi Yuzhu quietly dragged more than a dozen copywriters and a lot of prepared materials to a hotel in Changzhou, booked a few rooms, and concentrated 10 days on fully enclosed soft essay writing.The master copywriters selected materials, created ideas, wrote manuscripts, and discussed them regardless of day or night. Each person wrote two articles a day, and handed them over to Shi Yuzhu for review after they were finished.Shi Yuzhu compared it with the soft essay writing standards drawn up in advance, and if it didn't match, he was sent back for rewriting. After several rounds of repetition, a batch of "hardened" candidate works were determined.Then, he brought these candidate works created behind closed doors to the marketing meeting, read them aloud one by one, and asked the managers of the subsidiaries from the "front line" to evaluate them one by one and vote round after round. Check at each level, and finally determine the soft text to be used according to the number of votes.More than half of the candidate works will be eliminated.The soft text produced through such a rigorous procedure has the power of an "atom bomb", and its "effect" on the marketing of Melatonin is probably much greater than the effect of Melatonin on consumers.

In addition to attaching so much importance to the writing of soft articles, Shi Yuzhu also has stricter requirements for the placement of soft articles.First of all, soft articles are published. Generally, two or three major local newspapers are selected.In addition, the layout and frequency are all particular.For example, each media publishes 1 to 3 times a week, and hypes all news soft articles within two weeks; the space occupied by each article is 1/2 of the four-page newspaper, and 1/4 of the folio newspaper. Shi Yuzhu also made very detailed and specific regulations on the publishing method of soft articles.Soft articles should be published in the health, sports, international news, and social news sections with high reading rates as far as possible. They must not be published in the advertising section, and there should be no press releases from other companies around them.Each soft article must be published separately and cannot be mixed with other articles.It is best if the entire page is full of text and no advertisements.The title of the soft article should be large and eye-catching, and it must be used continuously for a long time. It must be accompanied by similar newspaper flowers such as "Special Report", "Global Knowledge", "Hot Spot Perspective", "Focus Perspective", "Focus News".The font and font size in the article must be consistent with the main text of the newspaper, and the words "Shixuan" cannot be printed, and no black box is added.Each soft article must also be accompanied by corresponding illustrations.

The promotion and planning of Melatonin Soft Articles is unparalleled in the industry. The use of large-scale half-page, full-page and continuous-page soft advertisements has become a classic case in the pharmaceutical industry.The soft article mainly introduces the efficacy, first systematically expounds the harm of lack of sleep and poor intestinal tract to the human body, and then introduces the unique effect of melatonin to guide people how to overcome this harm.The topic is novel, the content is lively and interesting. Each advertisement starts with a case or phenomenon, and finally boils down to the efficacy of the product.The effect of such publicity is heavyweight, and the publicity has reached a climax.Articles such as "Not pooping a day is equal to smoking three packs of cigarettes", "A 30-year-old woman is a flower or tofu", "There is a "clock" in the human body", "The exchange of granddaughter and grandma", "Two major events in life science", etc. It's still fresh in my memory.

The efficacy of Melatonin is mainly carried out through newspapers.As a kind of media, newspapers have the characteristics of strong timeliness, convenient production, and in-depth appeal.Melatonin uses popular science to promote its concept products.Melatonin's newspaper advertisements will indicate the hotline number in each article, and at the same time tell consumers where the things are sold, so that the advertisements can be implemented.Each of its hard advertisements will have a main slogan, which is large and eye-catching.Moreover, when posting hard advertisements, do not publish "Guangdong" or "local Shixuan brand name", only "Wei Shijian Zihao (1997) No. 723" approved by the Ministry of Health.I believe that many people in the advertising industry have not noticed this detail.

Shi Yuzhu's culmination of soft writing techniques allows consumers to accept the concepts of "high technology" and "revolutionary products" of Melatonin without any warning.After these soft text advertisements have been promoted for a period of time, and most consumers have already recognized Melatonin psychologically, Shi Yuzhu then uses various hard advertising channels such as TV and radio to promote, and it is easy to produce results.It can be said that these soft text advertisements are the prerequisite and necessary condition for the success of rigid advertisements.

The soft article report is only the prelude to Shi Yuzhu's advertising strategy. People are most impressed by Melatonin's later TV advertisements.For a long time thereafter, TV viewers were accompanied by melatonin day and night and could not get rid of it. "We don't accept gifts during the holidays this year, but we only accept melatonin!"Although the content is very low-grade, the results are very effective.This is all due to Shi Yuzhu's keen business sense. As early as 1994, when Giant Brain Gold started trial sales simultaneously in Shanghai, Jiangsu, Zhejiang and Anhui in East China, Shi Yuzhu's superhuman advertising sense was fully demonstrated.At that time, East China was the largest and most profitable market for health care products consumption in China, so it was a must for merchants.To enter the market for brain gold, the first thing the giant has to deal with is a similar product from Beijing - Duolinduo.Faced with the 1 million yuan advertising fee invested by his opponent Duo Lingduo, Shi Yuzhu directly doubled this figure, and he increased the advertising fee investment to 2 million yuan.

A large part of Shi Yuzhu's marketing "killing trick" lies in his extremely sensitive sense of smell for advertisements, which is not something ordinary people can learn.He is familiar with the operating laws of the media, and the marketing mix he created has enabled Melatonin to achieve extraordinary results. In January 2001 alone, it made a great achievement in earning more than 200 million yuan. Shi Yuzhu's "vulgar" advertisements annoyed many Chinese people, but the facts proved that these advertisements were commercially successful.The biggest purpose of advertising is to impress people, and Melatonin advertising has undoubtedly achieved this.The most effective advertisement in the history of melatonin should be shot at the beginning.At that time, due to insufficient funds, the quality of the advertisements produced was rough and the visual effects were poor. Provincial TV stations were prohibited from broadcasting them, and they could only be broadcast on county-level or city-level stations.But the strange thing is that not long after the advertisement was broadcast, the sales of Melatonin rose rapidly.Melatonin really opened up the market and this advertisement is inseparable.Later, Shi Yuzhu came up with an experience: Although the audience hates it, they are deeply impressed.

The original melatonin advertisement was filmed by two drama actors hired by Shi Yuzhu for 50,000 yuan, with exaggerated expressions.This ad was considered by others in the company to seriously affect the brand image, and the company was unanimously opposed to broadcasting.But Shi Yuzhu insisted on using it, and finally this commercial was able to meet the audience after twists and turns.As a result, this advertisement, which was unanimously regarded as extremely vulgar by the company's insiders, achieved amazing results in the market. It is not that Shi Yuzhu has not thought of using other advertising methods. In 1999, in order to improve the quality of the product, Melatonin invited comedians Jiang Kun and Da Shan to shoot advertisements. The quality of the advertisement was improved, but the sales volume of Melatonin dropped all the way.In desperation, Shi Yuzhu had to re-use the first advertisement. As a result, the market responded quickly and sales soared all the way. Obviously, Shi Yuzhu is a pragmatist, commercials are not artistic films, entrepreneurs are not artists, and they don't have to care about artistic effects.A beautiful advertisement is not necessarily practical. It is often that consumers remember the scene of an advertisement, but they cannot remember the product sold in the advertisement.Although melatonin advertisements are vulgar, they directly express its purpose and can best target consumers.In a sense, such advertisements are the ones that most abide by the basic business rules. Melatonin TV commercials mainly promote the concept of gifts, and the most admirable and scolded one is the vulgar old man and old lady's commercial.The well-known slogan "No gifts for this year's holidays, only melatonin" is a household name.This advertisement has been launched since 2002 and has persisted until today, which is not something ordinary companies can do.It can be seen from this that Shi Yuzhu's persistence in "Shi's marketing method".Some people think that such TV ads lack creativity, but the planners think that this is more in line with the aesthetic characteristics of the target group. Many people feel that Shi Yuzhu has too many advertisements, but his ability to create such an impression on consumers is inseparable from the role played by the "concentration of superior forces" bombing.After research, it was found that Shi Yuzhu's advertisements were not bombed every day, but concentrated bombing.For example, when doing melatonin, Shi Yuzhu used "pulse" advertisements. During the year, the amount of advertisements was relatively small from February to early September, and only two high-frequency broadcasts were concentrated during the Spring Festival and Mid-Autumn Festival each year.The Mid-Autumn Festival has the greatest density, which is 10 days backwards, and the Spring Festival is 20 days backwards, adding up to a total of more than one month.According to statistics, melatonin advertisements were broadcast on more than 20 TV stations at the same time during the peak period of the Spring Festival. On average, each station broadcasted for more than two minutes a day, adding up to more than 40 minutes a day. For more than a month, Shi Yuzhu spared no expense, making it annoying.In this way, after one month, the audience will feel that there are a lot of melatonin advertisements as soon as they see them, but in fact there are not so many advertisements. Relying on this advertisement, which has been dubbed the "No. 1 Vulgarity" on the Internet, Melatonin has achieved several billion in sales. In 2001, the average monthly sales were as high as 200 million.Moreover, the sales volume of melatonin has continued unabated since 1998.From this level, Melatonin's advertisement is successful. Shi Yuzhu fought a beautiful turnaround relying on melatonin, and he was full of ambition again, ready to come back out of the rivers and lakes. When Shi Yuzhu was in trouble in 1998 when the Giant Building was in trouble, not only his career fell into a trough, but he was also burdened with huge debts owed by the building.One has to be true to one's word in dealing with the world, and it is only natural to borrow money to repay money.If Shi Yuzhu wants to regain his strength and stand in front of the public again, he must pay off his debts.This debt must not only be repaid, but also the movement and effect must be repaid, so as to reflect Shi Yuzhu's uniqueness. On January 30, 2001, an advertisement in "Zhuhai Special Zone News" attracted people's attention.An enterprise named "Zhuhai Shi'an Co., Ltd." claimed to acquire the off-plan Giant Building sold by Zhuhai Giant Group in the Mainland in cash.There are two methods of acquisition: one is to purchase at 100% of the price and pay in two installments, that is, pay 40% at the current date and pay another 60% at the end of 2001; the other is to purchase at a lump sum of 70% of the price.Creditors can choose one of them.The acquisition period was from January 31 to February 15, 2001. According to reports, Zhuhai Shi'an Company was registered on December 21, 2000, with a registered capital of 500,000 yuan, and is a private enterprise.All kinds of discussions and speculations caused by the acquisition announcement finally pushed Shi Yuzhu to the front. On February 2, 2001, Shi Yuzhu confirmed in Shanghai: "Shi'an Company is my company, which was just registered. Its mission is to pay back the money. After paying the money, its mission is completed." He also said: " There are more than 100 similar unfinished projects in Zhuhai, but we are the only one that pays back the money. From a legal point of view, we can only adopt a third-party acquisition plan.” After the giant group fell into trouble in 1997, Shi Yuzhu "hidden his name" and looked for opportunities to make a comeback.He came to Shanghai with a group of former staff, and in 1999, he registered and established a biomedical enterprise producing health care products—Shanghai Jiante Biotechnology Co., Ltd.In the first year of its establishment, the sales of the company's flagship product "Melatonin" reached 230 million yuan. In 2000, the company developed even more rapidly, with sales exceeding 1 billion yuan and taxes and fees paid reaching 150 million yuan. When the "giant" fell, Shi Yuzhu promised that "the money owed to others will be repaid."Now he has the ability to pay back the money.The Giant Group owed 150 million yuan to ordinary people in Hong Kong and the mainland. When preparing to repay the money, he considered two options, one in the name of the Zhuhai Giant Group, and the other in the name of Shi Yuzhu himself.But the lawyer thinks that these two solutions are unworkable, because the giant group still has corporate debts, and Shi Yuzhu is the legal representative of the giant group, so it was decided that "Shi'an Company" should come forward to repay the debts. Although Shi Yuzhu's new company has a good development momentum, it is not a small amount to spend 150 million yuan to repay the debt.Where does the money come from?Shi Yuzhu said that he borrowed money to repay the debt.Among the 150 million yuan, 110 million yuan was the profit of Shanghai Jiante Company from making "melatonin", and 40 million yuan was borrowed from Lu Songtao of Shanghai Green Valley Group, and he borrowed it in his own name. Shi Yuzhu's repayment of the money quickly became the focus of media reports. From February 1 to the end of March, 2001, Shi Yuzhu successively accepted "Xinmin Evening News", "21st Century Business Herald", "Liberation Daily", "Xinmin Weekly", "Southern Weekend" and the Central Committee of the Communist Party of China. Interviewed by People's Broadcasting Station, China Central Television and many other media.By repaying the money, Shi Yuzhu helped himself reshape his business image in a short period of time. On February 15, 2001, Shi Yuzhu paid off all the old debts.He said in an interview: "(The act of repaying debts) is not only a moral and basic principle of life, but also a very realistic consideration." The stain of the past. From a legal point of view, as a limited liability company, as long as the giant is filed for bankruptcy, the individual does not have to bear the responsibility for repayment, which means that he does not have to repay the money.Although in a legal sense, Shi Yuzhu can indeed do this, as long as he has a thick face and a dark heart.But the price is that he has to bear the infamy of being in debt all the time, so he can't really make a comeback, at least it's hard to appear in public.Shi Yuzhu did not want to let the taint of debt hinder the realization of his ambitions. In fact, he successfully achieved his goal of returning to the arena.In 2001, Shi Yuzhu was elected in the second China Central Television "China Economic Figures" selection, together with him, Ma Weihua, President of China Merchants Bank, Ning Gaoning, Vice Chairman and General Manager of Hong Kong China Resources Group Co., Ltd., and Chief Executive Officer of Haier Group Executive Officer Zhang Ruimin, Chairman of East Hope Group Liu Yongxing and others.Compared with Liu Yongxing, Zhang Ruimin, etc., regardless of qualifications, enterprise scale, management experience and achievements, Shi Yuzhu can't hold a candle to him. The main reason why he can be listed as the person of the year is the "debt repayment card" he played. No matter in terms of personal morality or the rave reviews caused by repaying debts, Shi Yuzhu is the biggest winner.This is the real reason for Shi Yuzhu to repay the debt.We all know that Shi Yuzhu's advertising is top-notch in the world, but using the behavior of repaying debts to establish word of mouth, reshape the image, and start a new career journey, compared with the previous advertisements, its effect and influence do not need to use more praise words to describe. "Whoever wins the hearts of the people wins the world." Shi Yuzhu borrowed money to repay the debt, and he would naturally get everyone's approval, thus regaining the hearts of the people.Shi Yuzhu's act of repaying the money won him a reputation and a chance for the company to take off again. For a long time, there has been a saying in the marketing world that "channel is king".That is to say, in marketing, we must not only create good products and make good advertisements, but also pay attention to channel construction.Whoever controls the channel controls the market.Shi Yuzhu is a master of marketing. He not only understands the importance of channels, but also does it very successfully.The key to his success lies in "inverting the channel" and exerting reverse thinking. In terms of channels, Shi Yuzhu once suffered a big somersault.When Shi Yuzhu was doing brain gold in Zhuhai Giant Group, he used the method of consignment sales, and finally 300 million yuan was not recovered.When he was working on melatonin, he "eat a pit and gained a wisdom", and he didn't deliver the goods until the money arrived. In short, the "inversion" of "inverting the channel" is to change the mode in which manufacturers ask dealers for repayment, and require dealers to take the initiative to ask manufacturers to deliver goods with money.This is the experience he summed up after experiencing failure.In order to avoid problems in the return of funds and prevent the "accounts receivable problem" from affecting the development of the enterprise, "reversing the channel" is the best solution. Specifically, before launching a market in a region, Shi Yuzhu is not as eager to distribute goods as general product sales, but first opens up the market through various methods such as advertisements. For example, once Melatonin targets a certain market, it will usually hold a large-scale free gift event.There are two benefits to the free gift: First, it can expand the influence of the product, which is equivalent to a disguised advertisement. As a result, wherever the Melatonin free gift goes, it will cause a sensation; second, the free gift can make consumers Experience the real effect of "Melatonin" firsthand, so as to play the role of speaking out and let consumers advertise for Melatonin. After the end of the gift, the product gradually reached a certain sales volume, and the advertisement of Melatonin was released.As a result, the local market was quickly opened, and market demand soared.In this way, the local dealers will hear the news and take the initiative to ask for distribution of the product.At this time, Shi Yuzhu is eligible to ask the dealer to pick up the goods in cash.In this way, a virtuous circle is formed, and the receivables are always guaranteed to be zero.This model is just the opposite of the usual practice of manufacturers pushing dealers and dealers pushing markets. In other words, Shi Yuzhu's approach is to put the dealers aside first, and instead launch an offensive to end consumers to create market pull.Doing so can avoid the risk of huge bad debts. Although this will cause a certain loss of advertising and delay the speed of market development, but with the lessons learned from the payment of the giant brain gold back then, Shi Yuzhu must of course put avoiding the risk of bad debts in the first place. Advertisement attraction is undoubtedly a crucial part of the success of "inverted channels".Another function of holding a gift event is to take the opportunity to build momentum and launch a massive news offensive. On June 30, 1999, Melatonin demonstrated a clever event marketing.On the same day, Melatonin held a free gift event at the Shanghai Exhibition Center, and there was a riot scene in the middle of the event.Shi Yuzhu turned this unexpected incident into an excellent publicity opportunity to exaggerate the sales of the product and the company's public morality. Afterwards, in the media, Melatonin publicly published a letter of apology specifically for this matter: Sorry!Citizens who love melatonin, we will never let our mistakes continue. When Melatonin entered the Shanghai market half a year ago, in order to repay the care and support of the general public, we planned and organized the activity of "Thousands of Melatonin Gifts and Ten Thousands of Consultants" on June 13. Because we underestimated the citizens’ enthusiasm for melatonin, our only 40 or so order maintainers were at a loss in the face of tens of thousands of citizens. In addition to the scorching sun, the scene eventually lost control, the guardrails were squeezed down, and the security guards were blocked. After being dispersed, more than 10 people lost their shoes, the melatonin used as a gift was looted, and nearly 10 people were even injured (skin trauma). This is what hurts us the most and is unexpected. We feel sorry for the citizens who started to line up at 5:30 in the morning. We feel sorry for the orderly line of nearly a thousand people at 7:00 in the morning. Most of the people in the line have taken Melatonin , have become our loyal friends due to the remarkable effect. Originally, they could happily receive a box of melatonin, and experience the miraculous effect of melatonin on improving sleep and laxative. In spite of our heartache, we still want to thank the many rational citizens and comrades of Jing'an Temple Public Security who came here after hearing the news. It was you who stopped the chaos in time and provided many advices and suggestions.Here, we once again express our sincere gratitude and say: "Thank you for your hard work!" After the incident, we properly registered and resettled nearly 10 injured people, and called every injured citizen that night, made an appointment to visit their homes, and brought melatonin and condolences for a course of treatment. a heart.At the same time, we would also like to thank you for your benevolence and generosity. In order to save citizens who love melatonin from suffering again, we will allocate a special fund of more than 10,000 yuan to ask the courier company to deliver melatonin to your door. We would like to thank you for your trust and support. Once this ingenious article was published, the response was very strong, and its effect was similar to Shi Yuzhu's favorite soft article. If the method of "inverting the channel" appears in one place, it will cause a climax of discussion here, and the sales of melatonin will also cause a sensation.In addition, during the holidays, the sales of melatonin enters the peak season, and some sales outlets will be out of stock, which triggers a crazy scene of ordinary people rushing to buy melatonin.At this time, Melatonin will seize the opportunity to report the out-of-stock market and the bustling scene of manufacturers working overtime in the form of news tracking, thus producing an excellent publicity effect. In the health care product industry, 20% of bad debts is normal, and 10% can be regarded as an excellent company.Under the "inverted channel" model, Melatonin's sales have reached more than 10 billion yuan in the past few years, but the amount of bad debts is still 0, which can be called a miracle.In fact, this innovative model not only solved the repayment problem for Shi Yuzhu, but also made important contributions in occupying the market, consolidating the market, and expanding the market, and later became the object of imitation in the marketing industry. The development of any enterprise is facing fierce competition, and the cruelty and pressure are unimaginable.Facing the ever-changing business world, whether it is response or prevention, it is not the root of solving the problem, because regardless of response or prevention, the initiative is in the hands of others.If you want to truly take the initiative in the ever-changing market, you must learn to re-establish the rules of the game. Only in this way can you grasp the overall situation and be invincible in the business war.Those who formulate the rules of the game must first destroy the old rules of the game, which has become the bottleneck of the development of many enterprises today. In the online game industry, the prevailing game rule is to charge by point card, that is, online game companies charge corresponding fees according to the player's game time, which is the main means for online game companies to make profits.Taking Shanda as an example, its revenue model is PTP (paytoplay), and players pay for online game time.Therefore, in order to increase revenue, the company has to find ways to extend the online time of players.Because the player's level in the game depends on the time spent online, many players play the game for more than ten hours in a row.Game operators have also been criticized by all walks of life for luring players to become "addicted". Shi Yuzhu realized the irrationality of the traditional charging model through his own actual combat experience in online games.The mode of charging by time card for online games pioneered by Shanda is not the best marketing method.Because whether the player has money or not, the consumption on the game is the same.According to Shi Yuzhu's analysis, there are two types of online game players in China: one is game lovers who have time to spend on leveling, and the other is people who have no time but have spending power.What he has to do is to find business opportunities in these two complementary needs. Regarding free games, Shi Yuzhu defined: The difference between free games and paid games is that they are not charged according to time. Fee games mean that you can’t play without buying time, and free games mean that you can play without buying time. In September 2005, the research and development of "Zhengtu" had just been completed. When Shi Yuzhu was about to break into the online game market with the concept of "permanent free" after a while, Shanda took the lead. In November 2005, Shanda announced that several of its core online games are permanently free, including "Legendary World", "Legend of Blood" and "Dreamland". In terms of free online games, although Shanda is one step ahead, its new model is not successful. In the fourth quarter, its revenue from large-scale online games decreased by 30.4% from the previous quarter.In contrast, "Zhengtu", which is also free, has not been greatly impacted. "Zhengtu" has designed the model of "perpetually free, making money by selling items" from the very beginning. It will do everything possible to attract players' attention to "items". Although it is "free", it makes a lot of money.Therefore, the mature free-to-play model is initiated by "Zhengtu" rather than Shanda. Shi Yuzhu is very concerned about this "first" title.Shi Yuzhu said, ""Zhengtu" is the first free-to-play game in China on a large scale." "Although Shanda announced it a few days earlier than us, we didn't make it after it was announced. When it was put on the market, we had already done it." Big. Not only have we achieved it, but we have also grown in scale."The fact is also the same. When it comes to free games later, people in the industry generally think of "Zhengtu" at the first time. On December 20, 2005, "Zhengtu", which was still in the beta stage, announced that the game would be "permanently free". In January 2006, the free version of "Zhengtu" was officially put into operation. The "Zhengtu" network voluntarily gave up the mature operation mode of "stable profit but no loss" of point card charges, and adopted the "permanent free" method to benefit from the sale of virtual equipment , becoming an absolute hotspot in the online game market in 2006.Shi Yuzhu created a new online game mode of FTP (freetoplay). "Zhengtu", which came from behind, is "free".How to make money in the free mode is a question that many people care about.In fact, Shi Yuzhu had already calculated that he not only wanted to make money, but also made more money than the previous online games.He believes that the cake with the largest market share of online games is not in game operations. The annual revenue of game development and operation companies is only 3 billion yuan, while the income from selling plug-ins and power leveling can reach 5 billion to 6 billion yuan, and the equipment trading market has 9 billion to 1 billion yuan. The scale of 10 billion yuan.More wealth can be found in the latter two parts of the market. "Poorness leads to change, change leads to success, and generality leads to long-term." After Shi Yuzhu has mastered the general principles of marketing, he will naturally be able to create and use rules with ease.As for different industries and different products, these are just his magic tricks. Beginning in the spring of 2006, a new CCTV program "Win in China" became popular all over the country, and quickly swept across the country, deeply loved by the audience.Shi Yuzhu is one of the judges throughout the competition. "Win in China" is a national business reality show and a large-scale inspirational and entrepreneurial TV event. The winner can get a large amount of venture capital provided by the company.In today's China, entrepreneurship has become the loudest word in this era. Accumulating wealth for enterprises, contributing taxes to the country, and creating jobs for the society have become the deep needs of the spirit of this era. Entrepreneurs and entrepreneurs have become heroes respected by this era. . "Win in China" is not just a TV program, nor is it just an event. It uses "inspirational, entrepreneurial" as the theme word, starting from the deep needs of people in this era, and joining hands with the most creative enterprises in China , Gathering the most dynamic venture capital funds in the world, it provides a stage for Chinese entrepreneurs to show their talents and realize their ideals. As a judge of "Win in China" and a senior entrepreneur, Shi Yuzhu is undoubtedly the most controversial and legendary business figure in China today.He took off quickly by relying on the "Giant Hanka", created a series of entrepreneurial myths, and then fell rapidly due to the premature death of the Giant Building.Afterwards, he kept his name hidden for several years, re-emerged with Melatonin, and then entered online games, accumulating a lot of wealth.Shi Yuzhu's life presents a wonderful "N"-shaped turning point. He has experienced all kinds of situations in the world like riding a roller coaster. He deserves to become a legend in the contemporary Chinese business circle.Based on his own business philosophy and experience, he made many wonderful comments on the players in "Win in China".These comments are worth savoring carefully by entrepreneurs. Some of the quotations are excerpted below: 1.90% of the difficulties you don't even think about now, you don't even know that it is difficult. 2. When a core member of the team proposes to resign, don't ask to stay. Since he has proposed, he will leave sooner or later. 3. Don't think that your junior high school level is good, the junior high school level is no different from a postdoctoral fellow.As long as you can do it, I have always held this point of view. I don’t care about your academic qualifications, as long as you are capable and can make contributions. 4. If you do not have an absolute advantage in price and technology, do not enter the Red Sea market, otherwise you will definitely lose! 5. After making a store successful, it is not far from your big success, so you should first of all be down-to-earth and concentrate on building a store, and you should also give up the concept of building a chain, and don’t do too much in how to build a chain in the future Dream, first down to earth to make the first one. 6. To build a national market, we must first set up a trial market. It must be done a little bit, and it must not be too fast; when it is done, it must be half a step fast, and it must not be slow when it is really going to be a national market! 7. You should look for an industry, and think that this industry is one that you must focus on for at least 5 years, 10 years, 20 years, or even your whole life. As long as you look for it, you will get rid of the others.The simpler a company is, the better. A company that can be described in one or two sentences is the best company. Shi Yuzhu didn't talk about any major principles, but these simple and straightforward words are full of philosophy.Because these words come from Shi Yuzhu's long-term entrepreneurial blood, sweat and tears, and summed up his failure lessons and successful experience.Based on his memories of opening up territories in the past, he gave a kind reminder to the latecomers.These deep expectations and sincere care from the heart can help entrepreneurs who will rise in the future avoid detours. During the entire "Win in China" campaign, Shi Yuzhu revealed his true side of life, so it will be deeply remembered by the audience.As a result, the world has a newer, deeper and more comprehensive understanding of Shi Yuzhu and his company. Shi Yuzhu is a realistic and independent person. Many of his actions have been criticized and misunderstood by everyone, and some even accused him of not being qualified to be a judge of "Win in China".In fact, through "Win in China", we have paid more attention to and gained a deeper understanding of him.His successes and failures have witnessed an era, and he made "Win in China" more exciting and far-reaching.We don't need to make too many moral judgments on an entrepreneur, and Shi Yuzhu's being a judge does not mean that "Win in China" will only select profit-seeking people. Shi Yuzhu's appearance in the program is to hope that more people can absorb the essence and aura from his rough experience and find their own path to success.But from another point of view, this is undoubtedly another classic image-building activity of Shi Yuzhu. With the help of "Win in China", his popularity should be far higher than Melatonin, and his image in the eyes of the public is also more real. More approachable. "The road is long and long, and I will search up and down." These two lines of Qu Yuan's poems can be used to summarize the arduous journey of starting a business.The future development of Shi Yuzhu and his company will always attract people's attention.