The new president and ceo of Jianlibao, Zhang Guodong, appointed a special consultant to the president not long ago, who also served as the director of Jianlibao's brand management planning department. This caused various controversies from Xifeng to Jianlibao, because Zhang Guodong did not promote cadres from within, but directly introduced talents from outside to serve as middle-level managers.

This is nothing. Zhang Guodong actually made a decision privately and gave this outsider 0.05% of Jianlibao's share.

This move caused an uproar. Some senior executives at Xifeng headquarters even slapped the table during a meeting and angrily scolded Zhang Guodong for wanting to stand on his own. It is obvious that there are so many generals within Xifeng, capable and qualified. You, Zhang Guodong, were sent to be the helmsman of Jianlibao. What does it mean to suddenly get someone in from outside to take on important positions?

Even Yang Xin couldn't hold back and asked Zhang Guodong to rush back to the headquarters immediately to accept inquiries from the company's senior meeting.

At the meeting, Zhang Guodong had a very unhappy relationship with other executives of Xifeng because he said that Xifeng is becoming more and more rigid and the phenomenon of seniority is becoming more and more serious. Especially in brand management and publicity, he always follows the old routine and cannot jump out. He must introduce fresh blood to make a breakthrough. Since the chairman asked him to take charge of Jianlibao, Jianlibao should have the final say, and he reforms as he wants.

These words almost pointed at the noses of many executives and said: I am not targeting anyone, everyone here is rubbish!

In the end, Zheng Xuehong stood up to smooth things over and asked Zhang Guodong to take the person to Song Weiyang to see. The chairman personally assessed and decided on the person's stay or not.

Although Zheng Xuehong had already resigned from his position as Coo, his influence was there. He not only had many direct descendants he had personally cultivated, but also was an important shareholder of the company. He also held positions similar to the commander of the Jinyiwei, and ended the unreasonable quarrel in one sentence.

Shenghai.

"Hello, Chairman! Mr. Zhang has established a Jianlibao brand management and planning department. I am Zhu Xiaoming, the director of this department." Zhu Xiaoming said with a smile.

Song Weiyang said: "Please sit down."

Zhu Xiaoming sat down neatly, put on the silk glasses and said, "If the chairman wants to ask, just ask directly. If you think I am not capable enough or some other reason, I can step down immediately and leave Jianlibao with my bag."

Song Weiyang said: "Tell me yours."

Zhu Xiaoming said: "After I graduated from university, I served as a professional manager of Jinlilai Huadu Branch in 1992, and helped Jinlilai sponsor China's bid for the 2000 Olympics. In 1995, I left Jinlilai and started my own business and started an advertising company. In 1997, I had a huge personal asset of 70 million yuan. I suddenly became a big boss, and I quickly expanded and went bankrupt in 1999. Sohu's current Renren (Alumni Record), used to be called chinare

n, I was the first group of employees. After Sohu acquired chinaren, I left the company to start my own business and started an advertising planning company. Last year's "BBK Mission Hills Tiger Woods Golf China Challenge" was planned and operated by me. This is the highest level in China, the highest personal appearance fee and the most investment in funds. Coach Milu also did this year's commercial development. Although I made a lot of money, it seemed to have attracted more criticisms."

"Last year's golf challenge was very successful. Why didn't you continue to open an advertising company and come to join Jianlibao instead?" Song Weiyang asked.

Zhu Xiaoming said: "There are several reasons. First, I had a little unhappy relationship with my partner. He is the company's boss, and I am the company's vice president, and he has the final say in the direction of the company's development. Second, I have a deep personal relationship with Mr. Zhang Guodong, the president of Jianlibao. Xifeng sponsored the Table Tennis Championship in 1997, and Mr. Zhang is responsible for the business meeting. Third, I am very optimistic about the future development of Jianlibao, and the conditions given to me by Mr. Zhang are also very generous. I will directly give me 0.05% of Jianlibao's dry stock dividends every year, and the annual salary is also very high."

Song Weiyang couldn't help but smile. He had heard of Zhu Xiaoming's name long before traveling through time.

This person is one of China's "Top Ten Marketing Traders" and has many classic cases that lead the planning and operation. He is the planner of Jinlilai who sponsored China's bid for the 2000 Olympics, he is the planner of BBK's golf challenge, he is the planner of Red Bull becoming the exclusive strategic partner of China mainland, he is the planner of Mengniu's super successful marketing campaign "between cities", and Milu's commercial developer in China... This person later founded a sports media company, which is the only sports consulting agency of Mengniu and many other companies, the Rockets and Warriors' Chinese market cooperative development agency, and the Chinese economic company of NBA star Sean Bathier. He himself even served as an advertising consultant for CCTV Sports Channel.

Even though Zhu Xiaoming had just had a stumble with his partner, and even though he was at a low point in his career, he still became a "married" brand management and planning director of Jianlibao. If Jianlibao did not invite him over, he would soon serve as the presidential assistant of Red Bull (China) and carry out drastic reforms to Red Bull's brand strategy in China.

Song Weiyang asked: "If you serve as the brand management planning director of Jianlibao, what do you think you should do next?"

Zhu Xiaoming said: "First of all, there must be accurate brand positioning and market positioning. Jianlibao's previous brand positioning was sports transportation materials. This limitation was too great and should be changed to functional beverages. I have studied Red Bull's market sales situation. Their main customers are white-collar workers, young people, drivers, and sports enthusiasts who like to play nightclubs. This is the benefit of functional beverage positioning. People are tired and want first of all, Red Bull's functional beverages, not Jianlibao's sports beverages. But I think there is still a problem with Red Bull's brand image. Functional beverages are selling points and sales limitations."

"You keep talking." Song Weiyang said.

Zhu Xiaoming said: "Healthy, fashion, high-end, and vitality, this is the new brand image I have formulated for Jianlibao. The main target groups are: college students, white-collar workers, business people, entrepreneurs, sports enthusiasts, nightclub entertainers, and drivers."

Song Weiyang asked: "How to do it in detail."

Zhu Xiaoming said: "Jianlibao asked Yao Ming to endorse the speech. This move was very wonderful, which is also one of the reasons why I agreed to work at Jianlibao. Next, we can work around Yao Ming, contact NBA externally, and sponsor basketball-related events internally. In detail, I will promote Jianlibao to become the exclusive strategic partner of NBA in mainland China, and at the same time let Jianlibao sponsor China TBBA events."

"NBA China's exclusive strategic partner, this is probably a bit difficult," said Song Weiyang.

Zhu Xiaoming smiled confidently and said, "It's difficult, but it's not impossible. If this matter is not done, I will resign directly."

Song Weiyang asked again: "What is the tbba event?"

Zhu Xiaoming explained: "It is three-person basketball, commonly known as 'bullock fighting'. Hu Jiansheng did the tbba event in China two years ago, and it was sponsored by Red Bull. My plan is to directly promote this event that is popular in one or two provinces in the south to the whole country, and bring in all universities and high schools in China. The number of contestants at all levels can reach 100,000, and the number of people directly affects 100,000. A 'bullock fighting wind' is blowing in China, so that young people will immediately think of Jianlibao when they talk about 'bullock fighting'."

"I can see that you especially like to build big battles. All planning plans are difficult," Song Weiyang frowned. "If you want to achieve the scale you mentioned, you probably have to sponsor a lot of money, and the operation is also very difficult."

Zhu Xiaoming said: "It costs a lot of money, but there is no need for our family to come. Let's bring in another sports brand, such as Li Ning or Xtep, which is jointly named by the two companies. For example, "Jinlibao·Li Ning Cup" and "Jinlibao·Xtep Cup". Shoes and clothes makers have no conflicts with us selling beverages. I know the boss of Xtep, and I have 90% confidence that Rat has joined. In terms of publicity, Xifeng has a good relationship with major media, and Mr. Song has a close relationship with several major portals. Especially Sohu's Renren, we can do online publicity through alumni records, and we can also do publicity through pop-up advertisements on QQ."

"It's interesting." Song Weiyang smiled.

Zhu Xiaoming said: "As long as NBA's exclusive strategic partner contract is taken down, it will set off another bullfight, and Yao Ming is the spokesperson. Three-pronged approach and promote each other. If Jianlibao's sales cannot increase by 100% within a year, the chairman will not be held accountable at that time. I will resign myself, don't pay any dividends, and even the annual salary will be refunded with a lot of money!"

Song Weiyang said: "It seems that you are full of confidence."

Zhu Xiaoming said: "My confidence also comes from the sales channels of Xifeng and Jianlibao. If it were other companies, it would probably be a mess."

"Welcome to join Xifeng (Jianlibao)," Song Wei raised his hands and promised, "As long as your plan is successful, don't ask for any dividends in stocks. I will directly allocate Xifeng stocks to you. Of course, these stocks are paid. Next time I issue targeted stocks, I will give you the price of veteran employees, but you need to pay for them yourself. If your money is not enough, you can slowly deduct them from your annual salary. After five years, these stocks will be freely traded."
Chapter completed!