Chen Xiaoxu’s personal life

Chen Xiaoxu has been married twice. The first husband is the actor Bi Yanjun. Chen Xiaoxu and Bi Yanjun, who also belong to the Anshan Repertory Theater, have known each other since they were young. In 1983, with the encouragement of her boyfriend Bi Yanjun, she mustered up the courage to submit a letter of recommendation to the crew of "Dream of Red Mansions". Shortly after filming "A Dream of Red Mansions" in 1987, the two got married. But getting married so quickly reflected their "hasty mentality" in their relationship. Marriage was not a love relationship after all, and they divorced soon after. In 2003, Chen Xiaoxu talked about his divorce experience in an interview and said, "Marriage should be very serious. As for me, it was because I really had a family life after filming "A Dream of Red Mansions" that I discovered a lot of things. I think the most important thing is personality. My own personality at that time was too angular. I couldn't tolerate others, couldn't bring happiness to others, and it was difficult to get along with me. When I played Lin Daiyu, my character was very similar to Lin Daiyu."

In 1991, Chen Xiaoxu met Hao Tong, a student in the photography department of Beijing Film Academy, who invited her to participate in the filming of his graduation film "Black Grape." 》. Chen Xiaoxu agreed to film after Hao Tong visited the thatched cottage three times. The two got to know each other before and after the filming process. After filming, the crew scraped together several thousand yuan to pay Chen Xiaoxu, but she felt that it was not easy for students, so they only left 1,000 yuan. Yuan, this move moved Hao Tong, and Hao Tong began to pursue Xiaoxu, so the two became attached. After graduation, Hao Tong worked at the Central News Documentary Film Studio for a year, then he resigned and joined Chen Xiaoxu in the business world. On February 23, 2007, Chen Xiaoxu was ordained and became a monk. On March 8, Hao Tong also officially became a monk. After Chen Xiaoxu's death, there were rumors that he had returned to secular life. Xiaoxu's father said, "He has never had much contact with us, and he is also very sad." , Afraid of seeing this matter, I don’t have much contact with it, and it’s hard to answer. "

After filming the two TV series "A Dream of Red Mansions" and "Family Spring and Autumn", Chen Xiaoxu was assigned to become a member of the Beijing Military Region Comrades Song and Dance Troupe. Actor, but at this time she had been living an unstable life in Beijing. At that time, it was popular to go abroad. Chen Xiaoxu also wanted to go to the United States, but was refused a visa because he was considered to have immigration tendencies. Later, he wanted to transfer to Germany and transfer to the United States. However, after staying in Germany for three months, Chen Xiaoxu found that he was not suitable for living abroad, so he finally returned to Beijing resolutely. In 1991, under the introduction of a friend, the Great Wall Advertising Company was soliciting contract operations. Chen Xiaoxu used the money he had saved from buying stocks to set up a production headquarters. He was responsible for its own profits and losses and started business. A year later, her boyfriend Hao Tong (Chen Xiaoxu’s second husband) also joined the company.

Chen Xiaoxu said that breaking into the advertising industry was just an accident. To put it bluntly, it was for survival. Chen Xiaoxu's entrepreneurial capital was earned from buying stocks. At that time, China's stock market was just starting out. She used the 20,000 to 30,000 yuan she saved from performing to buy original stocks with others. Unexpectedly, the stocks multiplied several times, and she became "the first to get rich."

When the company was founded, Chen Xiaoxu had nothing. She had no experience in the advertising industry, except for a few college students, and no right-hand assistant. She had no office space, so she rented a room in a hotel. The business was struggling, and the rent and staff wages were overwhelming her. After hard work, a month later, a turnaround finally came. A pharmaceutical factory came here. "I know Lin Daiyu will not lie to me," said the factory representative.

At that time, there were only a few hundred advertising companies in China. From 1991 to 1993, under the leadership of Chen Xiaoxu, the production headquarters of Great Wall Advertising Company developed rapidly and quickly established a firm foothold in the market. At first, the fame of "Lin Daiyu" brought her a lot of benefits. In the market environment at that time, customers did not know who to trust, so the celebrity effect took effect and attracted some customer resources. But after the actual cooperation, she realized that she couldn't simply rest on her laurels and rely on her previous popularity. That was a very naive idea. "A rational person will never give you an extra business just because you are 'Lin Daiyu'. If someone really comes to do business for this reason, I still can't trust him. But I still like to be called 'Lin Daiyu' Yes, this can bring back the best memories of my youth, but I will not be intoxicated by it. I am a rational person. I don’t think it makes any sense for someone to like to associate with me or pursue me because of it. I hope to be more practical. "It's a valuable thing." Later, in front of customers and enterprises, it depends on integrity and professionalism.

But the company's development has not been smooth sailing. In 1994, they acted as an agent for a northern pharmaceutical company to advance millions of dollars in CCTV bidding. In the same year, the company chose to diversify its investment and act as an agent for the sales of German sanitary ware companies in China. At that time, the country was undergoing economic adjustment, and the company's business development suffered serious setbacks. Clients disintegrated, investments failed, and the company fell into debt crisis. At the critical moment of life and death, Chen Xiaoxu decided to run a loan business. The pressure of loans forced Chen Xiaoxu to buy a batch of business management books from abroad and study hard. She tried to abandon diversified investments, reform the company's internal structure, and improved 17 customer service procedures and contract loopholes. These actions in the advertising environment at that time have become classic cases in advertising management.

In 1995, the performance of the production headquarters of Great Wall Advertising Company reached more than 40 million yuan, with more than ten contracted brands, and all bank loans were paid off.

In 1996, Chen Xiaoxu founded his own company, Beijing Shibang United Advertising Co., Ltd., based on the original company, and became the chairman at the age of 31.

In 1998, Shibang Advertising represented a series of famous Chinese brands such as Wuliangye, Wuliangchun, Xiangxiniao and Luomen, and established its own excellent reputation in the industry. At that time, international 4A advertising companies were entering the mainland market with new service concepts and expansion speed. Local customers with certain capabilities have also developed a strong interest in 4A. Chen Xiaoxu intuitively feels that the future competition in the local market will be between 4A companies and large local advertising companies.

Chen Xiaoxu carried out the second reform of Shibang. Within 3 months, the company's organizational structure was adjusted and a group of Hong Kong and Taiwan employees from international 4A companies were introduced. These "foreign monks" brought half-baked Chinese and a set of mature operating concepts to let Shibang's customers and employees Feel the new service method and advertising process.

The 4A-style reform quickly brought more commercial film production to Shibang. However, a month later, these commercials were rejected one after another. Customers reported that the creativity was not local and the results were not ideal. Some dealers and consumers can't even understand it. Chen Xiaoxu led a team of people from the company to visit customers, dealers and end consumers one by one and communicate with them sincerely. They realize that the advanced and mature management models of foreign companies have something to learn from, but the strong cultural differences between China and the West are also the fundamental reason why Chinese companies fail to copy Western management models.

“It is still difficult for most of the public in China to understand individualism and individual creativity. Therefore, the advertising ideas in the United States and Europe that promote individuality and personal enjoyment from products simply do not work in China. We are more based on generosity and magnanimity. Even young people don’t want to appear selfish, so when we design advertising, we downplay the value trend of the product.”

After being calm. After thinking about it, Chen Xiaoxu's thinking gradually became clear, "We will not understand the local market better than the enterprises, but we must understand the local enterprises better than 4A." She proposed: Chinese learning is the body, and Western learning is the application. That is to learn the advanced means and techniques of international advertising, but it must not be divorced from China's local cultural construction and deep consumer insights. This year, Shibang began 4A teaching training and Chinese Confucian culture learning for internal employees, and began to establish a professional research database for the Chinese beverage industry. After this rectification, Shibang's turnover began to reach the 100 million yuan mark. Some local customers who had empathized with 4A returned to Shibang's arms. The business was on the right track. The company rapidly developed into three companies including advertising, culture and commerce. A brand enterprise. In Chen Xiaoxu's words, "Confucianism is indeed the source of our corporate culture, and it has influenced many people, including our customers."

In 1998, Chen Xiaoxu founded Beijing Shibang Cultural Development Co., Ltd. , served as general manager and began to be involved in the media and film and television industries. The film "Falling in Love with the New Century" produced in 2000 was nominated for the "Lily Award", the film "Winter Whisper" produced in 2002 won the Special Jury Award of the 9th Shanghai TV Festival, and the film "Lease" produced in 2005 or Best Digital Film Award at the 13th University Student Film Festival and Best Digital Film Award at the Tokyo SKIPCITY International Digital Film Festival.

By 2004, Shibang Advertising had developed into a brand enterprise including three companies: advertising, culture and commerce. At this time, Chen Xiaoxu also gained fame and fortune. She also won honorary titles such as "China's 30 Outstanding Female Advertisers", "China Economic Person of the Year in 2005", and "China's Top Ten Most Charming Female Advertisers in 2005-2006". , enjoys a high reputation in the business community.

In 2006, Chen Xiaoxu served as a producer for the first time and invested in the filming of the TV series "Red Clothes House". As the opening drama of CCTV in 2006, it achieved good ratings and reputation.

In 2006, after entering the advertising industry in 1991, after 15 years of development, Shibang Advertising Company has become a 4A advertising company with an annual turnover of nearly 200 million yuan. From 1999 to 2003, Shibang Advertising was awarded the title of Excellent Advertising Agency by CCTV for four consecutive years. In 2004, it was awarded the title of "China's Top Ten Honest Advertising Agencies" and "China's Top Ten Planning Experts" by the China Productivity Society, and the China Advertising Association "Advertiser China Case" Brand Planning Gold Award.

When Chen Xiaoxu talked about the relationship between his business success and Lin Daiyu in his speech at Peking University on March 6, 2006, he said: "Everyone knows that I am an entrepreneur now, and many people still talk about Lin Daiyu and me. There are many similarities between Lin Daiyu's characters. Some reporters asked me how to deal with the contradiction between Lin Daiyu's weakness and her boldness as an entrepreneur. I don't think Lin Daiyu is weak. She is very strong. If there is any connection between the work she does, it is "creative". Advertising is very creative, and Lin Daiyu is a very creative person. For example, her behavior of "burying flowers" shows that she is very spiritual when she sees falling flowers. Treat flowers as life, bury them, and bury them as if you were mourning a person. The way she quarreled with Jia Baoyu was also very original. So, if Lin Daiyu is still a good advertiser. "She was a meditative person.

Traditional brainstorming works well, but for her, most of the really good ideas come when she’s alone. "This was confirmed when I was advertising for 'Wuliangye' - a famous Chinese liquor group. As the 'King of Liquor Industry' in China, they wanted to launch a new product: 'Wuliangchun'. And they hoped to use it in the early stage The brand of "Wuliangye" is used to promote the new brand. I use the classic word "from a famous family" in ancient Chinese poetry to promote it, with the poem "showing no luxury on the outside, and wisdom on the inside" to give the materialized products freshness. A vivid sense of image. Now, this brand together with the advertising slogan: 'Wuliangchun, a famous brand' has become almost as famous as the old Wuliangye brand.

"Remarks on the title of the works of prose poetry: 1983 "To Seventeen Years Old" and "Untitled" 1983 "I am a Catkin" "Three Years in a Dream It's Autumn" 1987 "Three Years in a Dream" with Deng Jie, Ouyang Fenqiang, etc. Co-author