In the modern commercial history of China, we have witnessed the ups and downs of too many businessmen. They used to be the leaders of an era, but they were finally buried in the long river of history!

In the 1990s, as the most authoritative media organization in China, CCTV's advertising has also become a battleground for business leaders!

So, in those days, there were many bosses called "Biaowang". With the title of "Biaowang", they and the enterprises they represent are household names with unlimited scenery.

The hero we want to talk about today is Ji Changkong, the most famous king of CCTV in those days!

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At that time, there was a joke circulating in the workshop: Ji Changkong drove Santana to CCTV every day and drove a luxury Audi!

Speaking of the brilliance of Qin Chi, it is also due to the marketing ability of Superman Ji Changkong. Without Ji Changkong, "Qin Chi" might just be one of the tens of millions of small businesses that closed down in that era.

From 65438 to 0993, Ji Changkong was transferred from the army and sent to a small winery called "Qin Chi Winery" in Linqu County, Weifang City, Shandong Province. But after taking office, Ji Changkong discovered that this is not a good job!

The factory is overgrown with weeds and the workers are very lazy. All those who can work have run away, and the rest are lazy owners. Seeing this scene, Ji Changkong was confused about her future for the first time. However, Ji Changkong, who was born in the army, did not give up because of this. He decided to do something to change this situation.

But a keen sense of market told Ji Changkong that Shandong had no chance. Although Shandong has always been a big province of liquor production and consumption, the market has long been monopolized by a brand called "Confucius Family Liquor". Qin Chi has no competitive capital, and the only way to revive Qin Chi is to open up a new "blue ocean".

Soon, Ji Changkong made a bold decision to transfer the market to the "three northeastern provinces"!

For a small winery like Qin Chi, it is impossible to transfer the market to the three northeastern provinces. After all, Qin Chi has never been outside Weifang.

Therefore, many old employees are opposed to Ji Changkong's proposal.

But this did not shake Ji Changkong's determination to win the "three northeastern provinces" and took away the last 500,000 property in the factory. Ji Changkong went to the "three northeastern provinces".

Either you succeed or you die! Ji Changkong is ready to give it a try!

After arriving in Shenyang, Ji Changkong found the local TV station, monopolized almost all the advertisements of the TV station, and broadcast the advertisements of Qin Chi every day!

Not only in the media but also offline. He rented a large airship and stayed over Shenyang, dropping tens of thousands of "Qin Chi" leaflets.

At the same time, the efforts of both sides have made the brand "Qin Chi" famous in the three northeastern provinces, and almost everyone knows it.

At this time, Ji Changkong held a press conference soon, and announced the news that "Qin Chi" was out of stock in Shenyang with very infectious language.

As soon as the news spread, "Qin Chi" in the market was snapped up!

A year later, "Qin Chi" completely occupied the whole "three northeastern provinces" market, and its sales performance climbed steadily. A dying winery has regained its vitality in the hands of Ji Changkong!

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1994 CCTV has put out prime-time advertisements, and it is scheduled to hold a national bidding meeting at the Media Center opposite the old CCTV building on June 8th every year.

In order to make the bidding meeting more competitive, the advertising department also prepared a domineering title for the successful bidder-"Wang Biao"!

It was from that year ago that the annual165438+1October 8th that the Media Center became the "dream starting point" for countless entrepreneurs. Once the bid is successful, it means that a new business empire will rise again!

The enterprise that won the title of "Biaowang" in the first year is also a liquor enterprise named "Confucius Banquet Wine". They finally beat the "Guangzhou Sun God" with a sky-high price of 30.79 million tons and won the 1995 CCTV prime-time advertisement.

It was also from that year that "Confucius Banquet Wine" changed from a local brand to a national famous brand, earning a lot of money.

Of course, this incident also reached Ji Changkong's ear, who is good at "creating momentum".

1995, Ji Changkong entered the media center for the first time with 30 million yuan earned in the "three northeastern provinces".

When she arrived in Medea, Ji Changkong listened to the chat of her colleagues, only to know that the starting price of this year's "King of CCTV" was at least 60 million, and her own 30 million had no chance at all. But long before she came to Beijing, Ji Changkong made up her mind to win this year's "King of CCTV". So Ji Changkong called Lin Ju overnight for support.

After some discussion, the local * * * decided to support Ji Changkong and "Qin Chi", so they took out the money and got a lucky figure of 66.66 million yuan.

But no one knows what the result will be.

It's finally time to bid. "Living in Qin Chi, 66.66 million yuan!" When the host shouted out this sentence at the top of his lungs, Ji Changkong's hanging heart fell to the ground, and Qin Chi finally won the second CCTV King.

But at this time, everyone in the audience was cheated. Are asking each other, "where is our colt? What kind of company is Qin Chi? " .

It was not until CCTV prime-time advertisements were broadcast that all China knew about "Qin Chi" and "Lin Ju". The sales of Qin Chi soared, and the profit reached 220 million in that year, an increase of six times. Ji Changkong suddenly made a profit!

Ji Changkong, who tasted the sweetness at 1996, once again came to the Media Center as scheduled. At this time, Ji Changkong is proud of the spring breeze and full of confidence in winning the "king" again.

So I said the sentence that was widely circulated at that time: "Last year, we drove a Santana and a luxury Audi. This year, we drove a Mercedes and tried to drive an extended Lincoln. "

After two years of bidding, everyone saw the gold content. As long as someone gets the "Wang Biao", they are waiting to collect the money.

Therefore, in this year's media center, it seems that everyone is scrambling to stare at the name of "Wang Biao"!

Hu Zhibiao, who loves VCD, offered a high price of 82 million yuan, but Chunlan air conditioner chased the price to 654.38+68 million yuan. You know, this price has been 100 million more than last year's auction price, but no one expected that Guangdong Robust would soon raise the price to 65438+99 million.

When everyone thought that robust Guangdong would win the title, two unknown wineries in Shandong were "killed" again.

"200 million" Shandong Jingui Winery broke the price!

But at this time, another Shandong Qimingsi winery quickly raised the price to 220 million!

Just when the bidding also entered the white-hot stage, the audience was silent. Everyone fixed their eyes on the face of the last "king" Ji Changkong, because everyone knew that Ji Changkong had not spoken yet!

"Living in Qin Chi 32 12 1 1800 yuan"! Ji Changkong's quotation shocked everyone present!

In the end, "Qin Chi" once again won the title of "Wang Biao" of this CCTV!

A reporter later asked Ji Changkong: Why did she give the price of 300 million 21.21.1.800 yuan?

Ji Changkong said with a smile, this is the last number of my mobile phone number!

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The beauty of the wood in the forest will be destroyed by the wind!

"Qin Chi" and Ji Changkong's high-profile behavior style also laid the groundwork for the subsequent disaster!

In fact, winning the bid at a sky-high price of 320 million tons is a great burden for Qin Chi. After all, 320 million yuan is several times the annual profit of Qin Chi.

But Ji Changkong also knows that if he doesn't win the title of "King of Confucius", the sales of Qin Chi wine will also decline, because the first place in "Confucius Banquet Wine" is the best example.

Therefore, Ji Changkong also had to do it.

But as the saying goes: happiness will not come twice, it never rains but it pours!

Soon Ji Changkong and "Qin Chi" ushered in a big crisis! Maybe it's because of Ji Changkong's high profile, maybe it's because CCTV's sky-high price of 320 million makes other media jealous. In short, "Qin Chi" was targeted by other media after winning the "Wang Biao"!

Soon after, a report in the Economic Information Daily completely pulled "Qin Chi" off the altar.

According to Qin Chi Liquor Industry's announcement that the annual production of liquor is 65.438+0.5 billion yuan, an unannounced visit to Qin Chi by the reporter of Economic Information Daily found that Qin Chi's production capacity is only 3,000 tons, and Qin Chi privately found many suppliers to supply them with liquor, including blending liquor. Finally, the brand named "Qin Chi" was sold to the whole country.

As soon as this matter came out, it spread quickly in the market! People's criticism of "Qin Chi" is becoming more and more fierce. At this time, "Qin Chi" became the target of public criticism!

Soon, the sales volume of Qin Chi wine dropped sharply, losing 60% of the market share. Since then, it has been devastated and slowly disappeared into people's field of vision!

1998, Ji Changkong also left Qin Chi and was transferred to a post somewhere in Beijing. Since then, she has lost the news.

In 2000, Qin Chi was also sued by the court for defaulting on the supplier's loan, and was finally forced to sell his trademark to pay off his debts.

The curtain of a generation of legends has fallen!

spend freely

From a business point of view, what are the fatal points of Qin Chi's failure?

Many people attribute Qin Chi's failure to three points:

1, lack of media public relations awareness;

2. Qin Chi relies on hype and momentum, and the products have not kept up;

3. People's consumption consciousness is immature.

These three points should be a fair evaluation of Qin Chi's failure case!

But in the final analysis, these three points all fall on a key issue-marketing!

First of all, there is no doubt that advertising for the brand is beyond doubt, and Ji Changkong is undoubtedly right. In that year, he won CCTV's "Biaowang" for 66.66 million yuan, which achieved a blockbuster goal and completely pushed out the brand awareness.

There is no doubt that Ji Changkong is successful at this point! In marketing, the products at this stage are called "introduction period", and what is needed is to enhance the brand awareness. Qin Chi took this to the extreme and successfully brought the product into the "growth period".

Generally speaking, enterprises in the "growth period" no longer need excessive publicity to complete the brand awareness promotion again. It needs a kind of "kernel" growth.

For example, the brand "Huawei" is almost unknown today, so compared with other mobile phones, we can hardly see Huawei's promotion in the market. What is more publicity?

It's the kernel! That is, the spirit and image of an enterprise!

For example, the articles we read today are all about Ren's spirit and his courage, including Huawei's own advertisements, and also show a spirit of persistence, hard work and progress through public service songs. And this kind of spiritual implantation is the real reason for consumers to buy!

On the other hand, if Huawei's advertisements have been playing "external core", such as Apple's hard training performance, appearance and technology, what will happen now?

Then let's go back to the case of "Qin Chi".

Many people attribute the failure of "Qin Chi" to the hype of advertisements, but the products can't keep up with the hype.

But in fact, the tradition of Shandong liquor enterprises buying bulk liquor from Sichuan has long been a rule in the industry. Qin Chi is not only not the first one, but also the biggest one. Moreover, "liquor blending" is also an important technological change in the industry. The liquor blended with edible alcohol is more advanced than the traditional solid-state fermentation process, and it will certainly not affect the quality of liquor.

There is a saying like this: "We care about the truth, and what the media has discovered is also the truth. Whether we have been cheated or not, whether we are really right or wrong, these are not important. "

Therefore, what really destroyed Qin Chi was not the sudden exposure of Economic Information Daily, but Qin Chi's lack of public relations ability and the serious lack of product "core", which made Qin Chi's brand plummet in the eyes of consumers and eventually led to the complete collapse of the brand.

Many business people often say, "I know that half of my advertising expenses have been paid to Shui Piao, but it is difficult for us to judge which part has worked and which part has been wasted?"

The case of "Qin Chi" is the best answer.

A successful enterprise will not always be on the road to charge. At the right time, they know how to stop, make strategies and save their strength for the final victory.

And enterprises like "Qin Chi" that have been in charge all the way will sooner or later fall on the road of marching because of the lack of "core". Maybe it was not the enemy who defeated them, but some small traps on the road!

Finally, that sentence: shopping malls are like battlefields. One careless move will lose the game!