Chapter 16 fifteen

The first thing Kang Cheng did when he took office in the PC business department was to lay off employees. He formulated an assessment method in his own way, reducing the team of 300 people to more than 100 people.Any old Chinese company, whether it is a state-owned enterprise or a private enterprise, always has such a hornet's nest. The purpose of the layoffs is to strengthen the sales force, rejuvenate the team, and have a tenacious work style.The resistance to layoffs was very strong, and what Kang Cheng was worried about happened. Several old employees who were laid off from the PC department actually joined together to file a complaint with Mr. Liu, thinking that Kang Cheng had no management skills at all, and he did things rashly. They did not want PC All became Kang Cheng's testing ground.Mr. Liu has always been unsuspecting in employing people, rejected the appeals of old employees, and tried to arrange them to work in departments that suit him. This pressure was quickly pushed back by Mr. Liu.If Mr. Liu does not support Kang Cheng in this matter, Kang Cheng's plan is to resign and leave, because Kang Cheng can only make a difference in Dream Company with the full support of Mr. Liu.

Kang Cheng's second move is to not allow the branch to retail dream PC products, and to hand over all the retail business to agents in various places.The branches mainly carry out logistics construction, support the business of agents in various places, improve the speed of logistics, reduce the pressure of agents, and reduce their own inventory time.The resistance from branches all over the country is much greater than that of old employees.Because they have their own profits, completely relinquishing the retail business of Dream PC to agents will dampen the enthusiasm of each branch.Kang Cheng’s answer to Mr. Liu was: it is necessary to do so. It is better to rely on the branch to sell the goods. It is better to spread the situation quickly. If you support the agents, you can cultivate your own agent team. This is low-cost and efficient. practice.

In order to cooperate with Kangcheng's business reorganization, Kangcheng asked Mr. Liu to provide financial support to the local branches.Kang Cheng also suggested to Mr. Liu that gradually cancel the practice of local branches becoming profit centers, and let the branches focus on logistics construction and channel management.Because PCs have no technology at all, everyone is fighting for channels and logistics management.Dream Company also grows big by developing channels. For now, channels are the foundation of everything. Mr. Liu said YES to most of Kang Cheng's demands, and Kang Cheng became more and more courageous in business restructuring.

Kangcheng's third strategy is to establish an industry solution department, which consists of highly capable sales staff and technical personnel. The industries are concentrated in education, taxation, industry and commerce, banking and telecommunications. Although the retail business has been reduced in various branches, they can Carry out industry sales. Kang Cheng also assured employees at the swearing-in meeting that personal performance is directly linked to income, and the monthly bonus will be cashed in the same month.The income of employees will gradually be pushed into foreign companies, and some positions will exceed foreign companies.

Kang Cheng's several measures have increased the enthusiasm of the employees, and the resistance to reform has become smaller after several rebounds. Kang Cheng also knows that he has no way out at all, and can only fight to the death. In order to establish a good relationship of trust between local branches and agents, Kang Cheng started a "cultural sharing" plan to travel around the country. Provide good products, and provide free training to agents on a regular basis.The sales rebate for agents with good sales performance will be increased by two percentage points. Kang Cheng dances with a big sword, relying on money.After some drastic reforms, the PC department increased investment by nearly 20 million yuan before there was no profit. This pressure was heavier in Kang Cheng's mind than anyone else's evaluation, because the purpose of the reorganization was to make money, which was to do business rather than put on a show.

Judging from the sales situation in the first quarter, PC sales have increased significantly, which is far from enough. If this growth rate is followed, Kangcheng will pack up and leave in the second year. This rate is not enough to make Dream Company's PC climb to No. 1. a location. When Kang Cheng reported his work to Mr. Liu in the first season, he felt a little uneasy. Mr. Liu almost met all of Kang Cheng's requirements, but Kang Cheng did not complete the expected growth. After listening to Kang Cheng's report, Mr. Liu looked through Kang Cheng's report folder, but a satisfied smile appeared on his face.His face with unknown features appeared very powerful in Kang Cheng's eyes at this time.Mr. Liu said: "Kang Cheng, I read you right. Judging from the current investment and growth rate, we don't seem to be making any money. However, you have kept our PC market share at the same rate as the entire PC market. This at least puts pressure on our competitors. We have kept our part of the pie. And I believe that after the channel is adjusted, it will gradually show its power. The number of agents increased by 100 in the first quarter. And every agent is very good at getting the goods. Don't be afraid of investing, just be afraid of no output." Mr. Liu dispelled Kang Cheng's mood of mourning in his heart with a few words.Kang Cheng began to flutter, and said to Mr. Liu: "I have a bold idea." Mr. Liu said readily: "Talk about it." Kang Cheng said: "If you want to take the initiative in the market, I am afraid that the market share will eventually be taken. In order to gain market share, the sales volume must increase. At present, the domestic PC strategy is to follow foreign PCs, and the price is also followed by a follow-up plan. Generally, machines of the same model are about 1,000 yuan lower than them. If we take the lead in price wars, squeeze out A part of the compatible machine market has gained market share. Although it has little impact on the foreign PC market space, if we exceed the absolute share, the overall impact will increase. After the morale improves, we will compete head-on in the foreign PC market, and we will Gradually take the initiative." Mr. Liu remained silent, smoking a cigarette with his eyes lowered.After a few minutes, he slowly said: "The sales have increased, but the service has not kept up, and the reputation has quickly declined. Before preparing for a big battle, the logistics work must be fully prepared." Mr. Liu's words were right, and Kang Cheng couldn't help but Admire.It can be said that he came this time to ask Mr. Liu for money again. He is preparing to establish a PC national service system with the standardization of Dream Company, and is preparing to face a bigger PC war.

Kang Cheng held a very important meeting in the oval office of the PC headquarters in Zhongguancun. The lunch was fast food bought from Pizza Hut. Everyone hurriedly finished the lunch on the conference table and entered the tense meeting again.Kang Cheng said very little at the meeting. He asked the deputy general managers the same question one by one: What is the difficulty in reaching the number one PC sales in the country by the end of the year?The deputy general manager in charge of finance, two deputy general managers in charge of logistics, three deputy general managers of sales, and the general managers of seven regions across the country all attended the meeting.The general manager of each district analyzed the most likely sales volume in their respective regional markets. The total sales volume of the seven districts is almost the same as the sales volume of Compaq, which was the number one in the country last year, but everyone knows the sales volume of Compaq this year. There must be an increase in the volume, so this volume is still less than Compaq.

Deputy General Manager Li, who is in charge of industry sales, looked cautious, and said slowly: "This year, part of the World Bank loan will be given to China's education, and education will be oriented to the world. Among them, nearly 20,000 PCs are purchased. Many people know about this large order. , I hope to get the greatest support and win this big order." Kang Cheng leaned forward like a cat, staring at Vice President Li with piercing eyes like fish, and said while drawing circles on the table with his fingers: "For this big order, set up a special education department and hire a few experts in the education field as consultants. You must know yourself and the enemy, go all out, and come up with the most perfect solution. Education is not only a PC problem, but also an educational software issue. Enterprise alliance, use joint efforts to win this big order. I fully support you." Vice President Li nodded and wrote something down in his notebook.

Deputy General Manager Ni, who is skinny but full of energy, believes that the quality gap between Dream PC and foreign brands is not very big, but in terms of brand accumulation effect of PC, it is still worse than foreign brands. Let's make a fuss about it.Especially in terms of functional image, once you have what others have, you have what others don’t have. Using an event to make a big fuss shows the technical advantages of domestic brands.Moreover, brand management should be standardized and sustainable, so that old customers have a sense of intimacy with the new brand, and new customers can strengthen their awareness of the dream brand through the extension of old customers.

Deputy General Manager Yang believes that it is very important to establish a service brand. Domestic brands are low in service cost, wide in scope, and can respond quickly. The service can win the people's confidence in the brand. The service enjoyed by users is consistent everywhere, and the service will not be varied due to artificial emotions.Moreover, the service should embody the concept of "more" and establish a service maintenance system of "giving you more every day", so that customers can often experience the superiority of being a dream customer... Kang Cheng took notes quickly, like a greedy squirrel gnawing on a pine cone. He never asked the secretary to take meeting minutes for himself, and he never took a break between meetings.

Deputy General Manager Wu, who is in charge of logistics, talked about his plan. He believed that the faster the logistics process, the lower the operating costs, so it is imperative to establish a standardized logistics system.First of all, we should speed up the flow of information. The inventory, the sales progress of each branch, and the situation of delivery and delivery should be reported in a timely manner. The PC headquarters should know the sales situation of each month on the last day of the month, and the inventory, funds, and machine models. In order to formulate appropriate market countermeasures and grasp the initiative, it is necessary to have a very accurate understanding of the growth rate and growth rate. ... The speeches of the bosses made Kang Cheng full of thoughts.This year's battle seems to be a big battle, and the belief of winning big is not enough.When the logistics and service cannot keep up, when the battle is fought, you will find that you have insufficient energy, and you will lose the high ground you are about to win.The word management is extremely important in Kang Cheng's mind.Whether we can win a battle or not depends on whether the forces in all aspects can be adjusted to the best, and there must be a possibility of winning battles continuously. After the meeting, Kang Cheng went to his office and thought hard on the big leather sofa.Logistics, service, sales, brand promotion...brand investment, logistics investment, service investment, sales investment...he kept repeating these words in his mind.Where to start first, what to invest first?Do it separately?How to deal with market changes?Competitors in the same situation, what advantages do we have to overcome?Gradually, Kang Cheng truly realized the true meaning of the so-called shopping malls as battlefields. Once the war starts, dealing with various complicated situations is like commanding troops to fight in the trenches. After a few days of long thinking, Kang Cheng knocked on Mr. Liu's door. He was surprised to find that his fingers hesitated for a few seconds on Mr. Liu's door. Mr. Liu was looking at a picture of a camel just hung on the wall, and seeing Kang Cheng coming in with a serious expression, he knew that Kang Cheng was under pressure at work. "Xiaokang, this is a picture of a group of luos that I just bought at an auction. It's not the hand of a famous artist, but it's very artistic, so I bought it." Mr. Liu greeted Kang Cheng to come to the picture. Kang Cheng looked up. This is a modern Chinese painting, which adopts the techniques of Western painting and Chinese painting. The overall composition of a group of camels adopts the typical western perspective method. The camel facing the front looks tall and stretched, but the expression of the camel is very calm and leisurely. , high-spiritedly looking forward, stepping forward step by step, while the camels behind them looked left and right, but the whole team basically moved forward in a line.The desert adopts a very realistic approach. A scorching red sun hangs in the sky, and people can almost smell the temperature in the air. "Kang Cheng, in many cases, only one camel is very firm, and more camels do not have a very strong sense of direction. If the leading camel is a little loose, this group of camels will be lost in the desert. A group of camels will be lost in the desert. The camels in the painting have no scenery at all, just like this painting, if there is only one camel, you will not feel his strength at all, and even a little sad, because such camels are not far from extinction. There must be a group of camels, This is the spirit of entrepreneurship." Mr. Liu’s words enlightened Kang Cheng. He understood that he must have confidence and unswerving in order to continue the work below. Sometimes a person sticking to one direction is like religious belief, and there is no utilitarian explanation. Kang Cheng offered to play a game of chess with Mr. Liu, and Mr. Liu happily led the battle. There is a small chess room next to Mr. Liu's office, which is decorated with Japanese-style furniture. The legs of the tables and chairs are very short, painted dark red, flat and dull.Beside a floor-to-ceiling window, there are tiger piranha and other plants that only grow leaves but do not bloom.There is a refreshing fragrance in the room.There is a mahogany coffee table on one wall, and dark green fabric sofas on both sides, with very simple geometric lines.There are two cinnabar-colored chess cylinders on the chessboard, and the frosted resin chess pieces inside are not shiny, but they are very textured in the hand. Mr. Liu sat on the other side of the chessboard and said to Kang Cheng, "I got this set of chess pieces from the Chinese Chess Academy. It feels very good!" Kang Cheng picked up a few chess pieces and weighed them in his hands. At the beginning, Kang Cheng was in charge of white, and Mr. Liu was in charge of black.Although Kang Cheng insisted on playing black to show his respect for Mr. Liu, Mr. Liu said: "We should be equal in terms of chess skills, so don't care about the form." The two sat down and gradually became better.Mr. Liu played chess shrewdly and eclecticly today. The whole chess game was controlled by Mr. Liu. Every move Kang Cheng made was very cautious, but Mr. Liu sipped Longjing tea while playing chess. flustered.Tactically, Mr. Liu set up traps everywhere. Although Kang Cheng could basically see through them, it took a long time, which almost made him suspicious of Mr. Liu's random step.During the closing process, Mr. Liu neglected two pieces of land, and Kang Cheng robbed them. In the end, Kang Cheng had one piece less than Mr. Liu. Since Mr. Liu was in charge, Kang Cheng still won.But Kang Cheng felt that he had actually lost, but he had a great understanding of the operation of the PC market in his heart: to be a general, you need to be brave and good at fighting;The highest point of psychological quality is the spiritual realm.