Chapter 11 The "Mage" is in charge: every step of the stinky chess ruins the world

Li Jingwei's bad luck has not yet come to an end.On the ninth day after the signing ceremony, he suffered a cerebral hemorrhage at home. His relatives dialed 120 urgently and took him to the Guangzhou Air Force Hospital for emergency treatment. All the accumulated blood was drawn out.Since then, he has never left the ward.There were voices of sympathy for him throughout the country. In mid-October 2002, Li Jingwei, who was on the sickbed, received a notice that the 37th meeting of the Standing Committee of the Ninth National People's Congress of Guangdong Province passed a decision to dismiss him as a deputy to the National People's Congress on charges of corruption.The reason for filing the case by the procuratorate is: "As a person entrusted by the state agency to manage and operate state-owned property, he ignored the laws of the state and collaborated with others to take advantage of his position and embezzle 3.3188 million yuan of state-owned property in the form of purchasing life insurance." Li Jingwei's team Among the 4 vice presidents, 3 of them were shuanggui and arrested one after another, and one "fled" abroad.

So far, the confusing and twists and turns Jianlibao property rights transaction incident has been settled with Li Jingwei's alleged crime.In any case, no one wants to sympathize with a corrupt criminal.However, what is puzzling is that until the beginning of 2007, five years later, the procuratorate has not formally filed a lawsuit against Li Jingwei. Li Jingwei's complete elimination seems to have made many people heave a sigh of relief.Officials of the Sanshui City government determined that Zhang Hai was the most suitable buyer. The assistant to the mayor said in an interview with Nanfang Daily: "Who else can sell to Zhang Hai and others? Within the range of available buyers. , they are the best buyers.” The mayor said rather relaxedly: “The government has withdrawn from Jianlibao, and Jianlibao’s future actions are all corporate actions and have nothing to do with the government.”

Now it's the young Zhang Hai's turn to manage Jianlibao.What needs to be explained is that although this magical "mage" is surrounded by infinite halos, he has no money.Zhejiang Guotou is an institution under the Founder Technology that he controls. It is already in bad debts, and it is difficult to protect itself. It is impossible to come up with the acquisition funds.But he doesn't seem to be afraid at all. When he was in the capital market, he once had a famous saying: "All the money in the world is my money. Tell me how strong my capital is." According to him and Sanshui City According to the agreement signed by the government, 338 million yuan can be paid in three installments, and the first contribution is 100 million yuan.For this 100 million yuan, Zhang Hai found a businessman named Zhu Weisha.This person once founded Yuxing Computer and raised a sum of money when it was listed in Hong Kong. Later, the company's business was sluggish. He believed in Buddhism and followed Zhang Hai to become a capital speculator.In an evaluation of Zhang Hai, he considered Zhang Hai "one of the 10 smartest people in China", and he claimed to be "the kindest person in China".With the assistance of Zhu Weisha, they pledged a national bond to obtain short-term financing of 100 million yuan, and the borrowing period of this money was only one month.According to an insider later revealed, when Zhang Hai got Jianlibao’s asset survey data, he looked up to the sky and laughed and said, “300 million is worth buying just one Jianlibao building!” With a short-term loan of one month, the behemoth Jianlibao was eaten in one bite. Its boldness is really amazing.

Beverage is an industry with good cash flow. At this time, Jianlibao is "a skinny camel is bigger than a horse" and still has annual sales of 3 billion yuan, which means that at least more than 200 million yuan in cash per month.Therefore, in terms of finance, Zhang Hai, who is good at capital operations, can "digest" the down payment of 100 million yuan without any effort.Judging from future developments, Zhang Hai's team, which has never had any experience in industrial operations, has absolutely no plans to operate Jianlibao for a long time. Everyone can see that Jianlibao is a high-quality company that has been tossed to the bottom by human disputes. If it regains its glory in the world, it will definitely be able to sell at a shockingly good price.Therefore, all of Zhang Hai's subsequent actions took this as a logical starting point.It's a pity that he is too inexperienced in brand management and industrial operation, so he squanders and squanders everything he owns.

All the business decisions of the "Mage" Zhang Hai in Jianlibao can be summed up in one word: every step of the game destroys everything. The first bad move he took was to cast aside the Jianlibao brand.He thinks this brand is too "old-fashioned" and the original urban market has no value, so he created a fashionable and cutting-edge "fifth season" to focus on the young people in big cities such as Beijing and Shanghai.Little do they know that the vast urban market is the fattest piece of meat. The reason why Jianlibao has been able to stand tall for many years is the "magic water effect" in this world.However, in those central cities, there are many multinational brands crowded, and the competition is unprecedentedly fierce.In the past 10 years, Chinese beverage companies have had few successful precedents, and marketing wizards like Zong Qinghou only entered and exited a few times without any record. Until 2004, pure milk companies such as Mengniu and Yili relied on The monopolized milk source advantage has only slightly gained a foothold.With an unheard-of new brand, Zhang Hai plunged into this glamorous and tragic "Red Sea" like a stunned youth. What good ending can there be?

The second bad move he took was to cast aside Jianlibao's existing marketing team.In Li Jingwei's administration, due to years of accumulation, the entire marketing team is indeed in danger of aging and laxity, and the trend of cheating and kickbacks is spreading, but the whole team is still able to fight well and is quite neat.After Zhang Hai took office, he decided that this group of people had been "abandoned", so he cut them off, resigned 80% of the old salesmen, and recruited a large number of young college students.He even believes that Jianlibao's original market concept is "to be a businessman", and now it should learn from Coca-Cola's model and conduct refined management of channels and markets.In this way, the marketing team suddenly expanded from more than 500 people to more than 6,000 people, and the marketing cost increased several times.Many novices rushed to the national market like bees, doing nothing but putting up posters and installing awnings.

The third bad move he took was superstitious advertising and the pursuit of sensational effects.He spent tens of millions of yuan to shoot exquisite commercials, hired Japanese advertising companies to represent the advertising business, and spent a lot of money on media placement.Once he placed an advertisement on "Guangzhou Daily", he made 16 full-page advertisements in just 5 days, and the density was astounding; Wan won the bid king, which caused a sensation.At the "Fifth Season" new product promotion meeting in Zhengzhou, he even said: "At least 150 million will be invested in advertising this year, and we will spread a net all over the country." Some people in the advertising industry jokingly said: "Li Jingwei's establishment of Jianlibao is obviously a He still saves money from the government and refuses to engage in advertising campaigns; it’s Zhang Hai’s turn, and it’s obviously money in his pocket, but he spends it more than anyone else.” On August 28, 2002, he took over Asia The most luxurious cruise ship "Virgin" invited more than 300 dealers and dozens of media reporters from all over the country to visit Singapore and Malaysia. Zhang Hai personally blew the whistle for departure amidst flowers and applause. "Set sail on August 28" is extremely luxurious, and the cost of one event exceeds 3 million yuan.In order to make the "fifth season" a hit, he purchased 500 delivery vehicles and 50,000 refrigerators at one time, and prepared Mercedes-Benz cars and Buick business cars as prizes for the lottery at the order fair.These promotional actions seem to be vigorous, but none of them have been implemented in the formulation of specific distribution, tally and distribution policies. In the end, although the advertising campaign is extremely fierce, no one knows the "fifth season" for a while. Can't see the product in the store.In the Beijing market, one month after the World Cup advertisement purchased by Jianlibao at a cost of 31 million yuan was broadcast, someone asked for goods from Guangdong, and the answer they got was "the sales system in Beijing has not been established yet, and we have to wait a few more days." .

The fourth stinky move he took was to play all kinds of games without any main focus. The "Fifth Season" series took the road of diversification. There were more than 30 varieties of concepts that were popular in the beverage market at that time, ranging from tea drinks, purified water, mineral water, to fruit juices and carbonated drinks.When the first battle of the "fifth season" was not successful, he launched the "Bang Guoqi" out of inspiration, trying to penetrate the market at once.This kind of marketing method without a focus on the main promotion makes all the advertisements bloom into gorgeous fireworks without landing.One year after the market was established, hundreds of millions of yuan was spent on advertising, but no one could say clearly what kind of drink the "fifth season" was.

The fifth bad move he took was Handan toddler, addicted to football marketing.Zhang Hai loves football very much, and Jianlibao also has a tradition of sponsoring football, so they hit it off right away. At the end of 2002, Jianlibao Group announced that it was officially in charge of the Shenzhen Football Club, and Zhang Hai personally served as the chairman. After that, he must attend every game of the football team and never miss it. In June 2004, the Asian Cup football match kicked off. Since April, Zhang Hai has ignored his business affairs and never watched a game. Therefore, he was ridiculed by other directors as "playing football and losing his mind".He is also very keen to participate in all kinds of saliva in the football world, announcing that he will launch a "football revolution" to compete with the Chinese Football Association in order to clean up the unhealthy trends in the football circle.During his tenure, Jianlibao spent a total of 50 million yuan on football.Although his "football marketing" has also made a splash on the sports and entertainment pages of various media, it is of no help to product sales, and it is even more different from Li Jingwei's big handwriting back then.

The sixth bad move he took was to use the name of building a base, and then reorganize the old business.Zhang Hai, who came from a capital operation background, quickly discovered that if Jianlibao wanted to expand its production capacity, it had to establish canning bases in various places, and this became the best bargaining chip for him to operate the capital reorganization game.Since 2003, he has successively negotiated acquisition matters with listed companies such as Shuanghuan Technology in Hubei, Northwest Chemical in Gansu, and Huayi Compression in Jiangxi. Without exception, the above companies are all "shell companies" in trouble. Zhang Hai's acquisition condition is to promise to build a "Jianlibao Health Industrial Park" with an investment of no less than 100 million yuan in the local area.These projects consumed Zhang Hai's countless energy, but in the end they all came back without success.

These 6 bad chess moves are just a rough summary.China's beverage market already has a lot of experts, and the competition is very fierce. If you make a mistake, you may be seized by a vigilant opponent and be defeated in one blow.However, a "hero" like Zhang Hai, who is so arrogant and unavoidable, has not been seen for many years. "The fifth season" became the biggest joke in the beverage industry in 2002.In the next two years, Jianlibao's sales have been hovering around 3 billion yuan, but its operating costs have been much higher than that of Li Jingwei's era. The loss of its brand power and the slackening of people's hearts are even more frightening facts.Those speculators who followed the "mage" Zhang Hai into Jianlibao and dreamed of making a lot of money by selling Jianlibao saw that this "smartest man in China" was really useless, so they started a new plan.