Help explain about Qinchi "Those who win the three norths will become princes, and those who win the capital will win the world."

Those who win the Three Norths (Northwest, North China, and Northeast) will become princes, and those who win Beijing and Shanghai will win the world

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The most important thing in the United States in the 1920s The great advertising guru Claude Hopkins once inadvertently wrote this passage in his book "Scientific Advertising":

What I Saw Many business crises we have experienced are mostly due to the following reasons: doing too much, not being bold enough in the face of potential opportunities, looking down on conservative styles and acting hastily, fearing that competitors may go further or climb higher than themselves, So I did not hesitate to lead the way on an unexplored path!

For any entrepreneur who can see these words and recite them on the first day of his glorious life, then he It's lucky, because today, more than 80 years later, the vast majority of corporate crises we see are still caused by the reasons listed by Hopkins.

Qin Chi, Aido , Rose Garden, Flying Dragon, Giant, Three Plants, Sun God. Asia... These names that were once familiar to us are all enterprises with unlimited prosperity, but no matter how far they go, they just want to Like an epiphyllum, it breaks out inadvertently and disappears inadvertently, but it leaves behind too many thoughts... I am willing to explore the mystery of this with you!

Today we Let’s start with Qin Chi, the former king of Biao. The title I added is

Qin Chi, there is no eternal king of Biao

In a world that does not belong to him, he roars up and creates Miracle, at most, can be considered a "strong man"; however, only those who can, after Yi Ming, try their best to curb their inner irrational impulses, quickly reborn, and continue to grow with a normal posture and image can be considered true. Big hero!

There is a special kind of soil in China’s corporate world that is suitable for miracles to sprout.

This may be more related to the aesthetic taste of Eastern people. We always long for something beyond the norm. And imaginary events occur, and the disease uses this as a stimulant to stimulate our senses. Therefore, we are often happy to see miracles happen and spread it loudly!

However, any miracle gene There are always some characteristics like this: irrational, passionate, extraordinary, and incredible. All in all, it is not the son of reason.

In this way, what we need to study is: as a miracle worker, he can try his best to curb the inner irrational impulses and quickly reborn after a sound. Become a member of the economic ecosystem with a normal attitude and image.

This is a return to the mean, but it is also a way to survive longer.

This is a return to the mean. p>

Those who win the "Three Norths" become princes

To this day, Ji Changkong, a veteran at the camp level, still clearly remembers the day he reported to Qinchi Winery in Linpi County, Weifang City, Shandong Province. The situation was like a few low-rise bungalows, large tile jars on the ground, and weeds growing as tall as a person in the factory. Half of the more than 500 workers in the factory wanted to leave.

This winery, which officially received its industrial and commercial license in March 1990, is just one of countless small wineries in decline in Shandong. Its annual liquor output is about 10,000 tons, and its products have never left the Weifang area.

Ji Changkong is considered a talent in Linpi. After transferring to the local area six years ago, he served as the manager of the Linpi County Food Company. Half a year later, the food company turned a profit, and soon he was transferred to the county catering service company manager. Another half year later, he turned a loss into a profit again. Then, he received an appointment as the director of operations at Qinchi Winery, the most loss-making household in the county!

At first, Ji Changkong was obviously not satisfied with such a situation. He was very unhappy with the transfer. "Isn't this bullying of honest people?" he said angrily to the "organizational people" who came to talk to him. However, when the county magistrate personally went to his house to "visit Mao Lu three times", He had "no choice". Various subsequent signs showed that Ji Changkong, who was born as a soldier, still maintained the professional tradition of absolute obedience to his superiors. In this sense, he was probably not a truly modern entrepreneur or professional manager. It was in 1996, when Qin Chi was at his most popular, that when a reporter asked, "How would you feel if the organization transferred you to a new position?", he hesitated and replied, "Submit to the organization's arrangements."

When I first arrived at Qinchi Distillery, Qinchi’s annual sales were less than 20 million. There were more than 500 employees. Looking around, the future of the company was unclear. Shandong has always been a large producer and consumer of liquor. Province, after 1993, Kongfujia Liquor has established a foothold in the market with its rich Beijing culture and unique advertising positioning. In fact, when Jiang Wen and Wang Ji starred in "Beijingers in New York", it became popular all over the country. , Kongfujiajiu invited Wang Ji, who lives in Beijing, the United States, to be the brand spokesperson. In a love-filled dusk, an Airbus flew over, and the returning Wang Ji embraced her relatives in a true love, and the luxurious living room was filled with ancient charm. The old man with flowing white hair wrote the word "home" in a vigorous and bold style. Kong's family wine appeared in time, and a voice-over said "Kong's family wine makes people miss home", pushing the emotion to a climax. That's it. This commercial, which was considered a classic at the time and even now, brought Kongfujia Liquor into the ranks of national brands. In the face of such competitors, the humble Qinchi could hardly find a chance to compete. So, Ji Changkong turned his attention away from Shandong, which was a little drunk from Kongfu's wine.

The cold weather in the three northeastern provinces became Ji Changkong's preferred market target. A very interesting phenomenon is that in the 1990s, In the past nearly 20 years, almost all domestic brands that have succeeded in the Chinese market all started from the "Three North" markets (Northeast, North China, and Northwest). Generally speaking, these three markets have vast territories and large populations. The people's income is not high, their temperaments are straight, and their consumption mentality is not very mature. They are suitable for daily consumer goods with low prices, average quality and high demand! Relatively speaking, domestic products in the primitive accumulation and entrepreneurial stages are just suitable for consumption in these areas. demand, and more importantly, they will not encounter the coverage and impact of multinational brands when they rush eastward and westward in the "Three Norths". In fact, to this day: those who win the Three Norths become princes, and those who win Beijing and Shanghai win the world. It is still the case today. A time-tested law of competition in the Chinese market! Qin Chi’s first target was the Northeast, which has cold weather and a large drinking population. It was obviously a wise decision!

A few months after reporting to Qin Chi, Ji Chang Kong began his heroic journey to conquer the Chinese market. In July, he rushed to Jilin, where he had many friends and comrades-in-arms. He thought he could get help, and those Northeastern men also slapped their chests and took care of them. Ji Changkong was extremely pleasantly surprised. He shuttled among the new friends every day, but he was treated to many meals and drunk countless times. Friends and comrades who were enthusiastic but had no business experience did not help him sell much liquor. Ji Changkong, who is extremely savvy, is vaguely aware that relying on his parents at home and relying on friend-style marketing when going out will not get him far.

The decisive victory of the market still depends on market-oriented means and wisdom! So, he quickly moved to Shenyang and started all over again!

In Shenyang, he could not find a familiar face, but he brought it with him I received a piece of paper that everyone is familiar with: a 500,000 cash check, which was Qin Chi’s last possession. "I thought at the time, either success or death. The state of neither death nor life is too uncomfortable." Ji Changkong will later Recalling: If Shenyang cannot be defeated, I will have no shame in returning to Qinchi!

In Shenyang, Ji Changkong fought a beautiful siege battle, and he bought out his rank on TV at the time , put out intensive advertisements, and then went to the streets to invite citizens to taste Qinchi Baijiu for free! Then they established a good relationship with the local technical supervision department, asked them to make a quality appraisal report, and solemnly promised consumers. The most sensational One of his tricks was to rent an airship and cruise over Shenyang's busy city. Then he dropped tens of thousands of advertising flyers. The scene was spectacular and chaotic for a while, causing countless disputes about right and wrong! In China in 1993, it was: Unexpectedly, there is nothing impossible in this era. The concept of market economy has just surfaced. All kinds of strange and gossip-style sales promotion methods are allowed to be tried. If government departments can play the role of promoters in the market movements of enterprises, , is considered a move to support reform. In such an atmosphere where the rules of the game and society are very confusing, the person with the loudest voice, the boldest and the most bizarre moves is undoubtedly the biggest winner!

In less than 20 days, Qinchi liquor has begun to be well-known and popular in Shenyang. Ji Changkong quickly published the news that "Qinchi liquor is out of stock in Shenyang" in the media. He also used some legendary words : Two big men from Shandong. With 200,000 yuan in their arms, they kicked open the gate of Shenyang in 19 days...Obviously, Ji Changkong is a very good person at building momentum. He knows how to make use of any existing social resources. He knows how to Attracting the public's attention!

In just one year, Qinchi Liquor, with its low price and bold publicity methods, has become very popular in the "Three North" market, and its sales have been rising steadily. During this period, Ji Chang Kong moved to various places for a long time. He lived in a basement for ten yuan or even a few yuan a day. The staple food he ate every day was noodles. He also ordered that the freight trucks driving from Linxi must carry a large bag of vegetables. He and his men There would be no need to stew a pot of onions with a few green vegetables! The frugality during this period was in sharp contrast to the billions of dollars spent in the Media Center in the future!

If there had not been the subsequent "Biao Wang Incident" "Ji Changkong and his Qinchi may open up another world. He will continue to work diligently in the Sanbei market and fight hard to win that part of the market. The company will also maintain a relatively stable speed. Accumulate his wealth.

However, opportunity chose Qin Chi and gave him a brilliant moment!