The shopping mall is like a battlefield. If you make one mistake, you will lose everything!

In the history of China’s modern business world, we have witnessed the ups and downs of too many businessmen. They were once leaders of an era, but in the end they were buried in the long river of history!

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

So in that era, there were many big guys who were known as "Kings of Standards". With the title of "King of Standards", they and the companies they represent are well-known and prosperous.

The protagonist we are going to talk about today is CCTV’s most famous star of the year—Ji Changkong!

1

There was a joke circulating at that time: Ji Changkong drove a Santana to CCTV every day, and what came out was a luxury Audi!

Speaking of the glory of "Qinchi", it is also due to Ji Changkong's super marketing ability. If it were not for Ji Changkong, "Qin Chi" might just be one of the tens of millions of bankrupt small businesses in that era.

After resigning from the army in 1993, Ji Changkong was sent to work in a small winery called "Qinchi Winery" in Linqu County, Weifang City, Shandong Province. But after taking office, Ji Changkong discovered that this was not a good job!

The factory is overgrown with weeds, and the workers are also very lazy. All those who can work have left early, and the rest are lazy and lazy. Seeing the scene in front of him, Ji Changkong felt confused about his future for the first time. But Ji Changkong, who was born as a soldier, did not give up. He decided to do something to change this situation.

But Ji Changkong’s keen market sense told him that Shandong had no chance. Although Shandong has always been a major province in the production and consumption of liquor, the market has long been monopolized by a brand called "Kongfujiajiu". "Qinchi" no longer has the capital to compete. If it wants to revive "Qinchi", it can only open up a new "blue ocean".

Soon, Ji Changkong made a very bold decision - to transfer the market to the "Three Northeastern Provinces"!

For the small winery "Qinchi", moving the market to the "three eastern provinces" is simply a fantasy. After all, "Qinchi" has not even been produced in Weifang before.

Therefore, many old employees opposed Ji Changkong’s proposal.

But this did not shake Ji Changkong's determination to win the "Three Northeastern Provinces". After taking the last 500,000 family property in the factory, Ji Changkong went to the "Three Northeastern Provinces".

If you don’t succeed, you will succeed! Ji Changkong is ready to give it a go!

After arriving in Shenyang, Ji Changkong found a local TV station and monopolized almost all the TV station's advertisements. "Qinchi" advertisements were played every day!

Not only does he exert his efforts in the media, but Ji Changkong is also full of tricks offline. He rented a large airship, stayed in the sky over downtown Shenyang, and dropped tens of thousands of "Qinchi" leaflets.

The simultaneous efforts of both parties have made the brand "Qinchi" instantly famous in the "three eastern provinces", and almost everyone knows about it!

At this time, Ji Changkong quickly held a press conference and announced in extremely contagious language that "Qinchi" was sold out in Shenyang.

As soon as the news spread, the "Qinchi" on the market was quickly sold out!

One year later, "Qinchi" completely occupied the market of the entire "three eastern provinces", and its sales performance continued to rise. A winery that was on the verge of death regained its life under Ji Changkong's hands!

2

In 1994, CCTV came up with prime-time advertising, and a national bidding meeting was scheduled to be held on November 8 every year at the Media Center opposite the old CCTV building.

In order to make the bidding fair more competitive, the advertising department also prepared a domineering title for the company that won the bid - "Bidding King"!

Since that year ago, every November 8th, the Media Center has become the "starting point of dreams" for countless entrepreneurs. Once the bidding is successful, it means that a new business empire will rise again. Got it!

The company that won the title of "Biao Wang" in the first year was also a liquor company called "Kongfu Yanjiu". They finally defeated the "Guangzhou Sun God" at a sky-high price of 30.79 million tons and won the CCTV prime time advertisement in 1995.

Since that year, "Kongfu Yanjiu" has changed from a local brand to a nationally renowned brand, making a lot of money.

Of course, this matter also reached Ji Chang Kong Erli, who was good at "building momentum".

In 1995, Ji Changkong entered the Media Center for the first time with 30 million earned in the "Three Eastern Provinces".

When Medea Ji Changkong listened to the chats of his colleagues, he found out that the starting price of the "Biao Wang" this year was at least 60 million. There was no chance of his own 30 million, but as early as he came Before Beijing, Ji Changkong secretly made up his mind to win this term's "CCTV Standard King". So Ji Changkong called the local police station in Linju overnight to seek support.

After some discussion, the local government decided to support Ji Changkong and "Qin Chi", so they took out the money and put together an auspicious figure of 66.66 million yuan.

But no one knows what the outcome will be.

Finally, it’s time to bid. "Linju Qinchi, 66.66 million yuan!" When the host shouted this sentence at the top of his lungs, Ji Changkong's hanging heart dropped. "Qinchi" finally won the second CCTV "standard" award. king".

But at this time, everyone in the audience was confused. They are all asking each other, "Where is Linju? What kind of company is Qinchi?".

As soon as CCTV’s prime-time commercial aired, the whole of China got to know “Qin Chi” and “Linju”. As a result, the sales of "Qinchi" increased dramatically. The profit that year reached 220 million, an increase of 6 times. Ji Changkong made a lot of money in one fell swoop!

Ji Changkong, who had tasted the sweetness in 1996, once again came to Media Center as scheduled. At this time, Ji Changkong was very proud of himself and was full of confidence in winning the "Biao King" again.

Then he said the sentence that was widely circulated at the time: "Last year we drove in a Santana, and what came out was a luxury Audi. This year we drove in a Mercedes-Benz, and we strive to drive out a stretched Lincoln." . ”

After two years of bidding, everyone has seen the gold content. As long as whoever gets the "Biard King" can just wait and collect the money.

Therefore, it seems that everyone in the Media Center this year is excited and eyeing the title of "Biao King"!

Hu Zhibao of Aiduo VCD offered a high price of 82 million yuan, but Chunlan Air Conditioner followed up with a price of 168 million yuan. You must know that this price is already far more than last year's bidding price of 100 million, but no one expected that Guangdong Robust would soon raise the price to 199 million.

Just when everyone thought that Guangdong Robust would win this year's "Banding King", two unknown wineries from Shandong came in again.

“200 million”! Shandong Jingui Winery has hit a sky-high price!

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

Just when the bidding also entered the fierce stage, the whole audience fell silent.

Everyone focused their attention on the face of the previous "Biao King" Ji Changkong, because everyone knew that Ji Changkong had not spoken yet!

"Linju Qinchi is 321,211,800 yuan"! Ji Changkong's quotation shocked everyone present!

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

Later, a reporter asked Ji Changkong: Why was the price of 321.2118 million yuan given?

Ji Changkong smiled and said, this is the last number of my mobile phone number!

Three

Even if the trees are beautiful in the forest, the wind will destroy them!

The high-profile behavior of "Qin Chi" and Ji Changkong also paved the way for subsequent disasters!

In fact, winning this year’s bid at a sky-high price of 320 million tons is a huge burden for “Qinchi”. After all, 320 million is several times the annual profit of “Qinchi”.

But Ji Changkong also knew that if he did not win this year's "Biao Wang", Qinchi wine sales would also decline, because the first "Kongfu Banquet Wine" was the best. example.

Therefore, Ji Changkong had no choice but to do so.

But as the saying goes: Blessings never come in pairs, and misfortunes never come alone!

Soon Ji Changkong and "Qin Chi" faced a huge crisis! Maybe it's because of Ji Changkong's high profile, or maybe it's because CCTV's sky-high price of 320 million made other media jealous. In short, "Qin Chi" was targeted by other media after he won the "Biao Wang"!

Not long after, a report by the Economic Information Daily completely brought "Qin Chi" down from the altar.

In response to Qinchi Liquor’s announcement to produce liquor with a sales volume of 1.5 billion a year, reporters from the Economic Information Daily conducted an undercover investigation of “Qinchi” and found that the production capacity of “Qinchi” is only 3,000 Tons, "Qinchi" privately found many suppliers to provide them with wine, and a lot of "blended" wine was finally sold under the "Qinchi" brand.

When it came out, word quickly spread in the market! People's criticism of "Qinchi" became more and more fierce. At this time, "Qinchi" had become the target of public criticism!

Soon, Qinchi Wine's reputation became more and more intense! Sales dropped sharply, losing 60% of the market share. It never recovered and slowly disappeared from people's sight!

In 1998, Ji Changkong also left Qinchi and was replaced by Qin Chi! He was transferred to a position in Beijing and has been out of sight ever since.

In 2000, Qin Chi was also sued by the court for defaulting on supplier loans and was eventually forced to sell his trademarks to pay off the debt.

The legend of a generation has come to an end!

四

From a business perspective, what are the fatal aspects of the failure of "Qinchi"?

Many people attribute the failure of "Qinchi" to three points:

1. Lack of public relations awareness in the media;

2. Qinchi relied on hype and momentum, and its products did not keep up. ;

3. People’s consumption awareness is immature.

These three points should be a fair evaluation of the failure of "Qinchi"

But! In the final analysis, looking at these three points, they all fall on one key issue - marketing!

First of all, there is no doubt that advertising for the brand is unquestionable, and Ji Changkong is undoubtedly right about this. Yes, with 66.66 million, he won CCTV's "Banding King" and achieved a blockbuster goal, completely pushing the brand's popularity.

There is no doubt that Ji Changkong is the best in this regard. Success! In marketing, this stage of the product is called the "introduction stage", and what is needed is to promote the brand's popularity. "Qinchi" has maximized this and successfully brought the product to the "growth stage." ".

Generally speaking, companies in the "growth stage" no longer need excessive momentum to complete the improvement of brand awareness. Instead, they need a kind of "core" growth.

For example, today the brand "Huawei" is almost unknown to everyone, so compared to other mobile phones, we can see very little promotion of Huawei on the market. What is it?

It is the "kernel"! That is the spirit and image of an enterprise!

For example, the articles we saw today are all about Ren Zhengfei’s spirit and his courage, including Huawei’s own advertisements that use charity songs to present a spirit of persistence, hard work, and improvement. And this kind of spiritual implantation is the real reason for consumers to buy!

On the other hand, if Huawei's advertising has always been about the "outer core", such as competing with Apple for performance, appearance, and technology, what will happen if Huawei is targeted now?

Then let’s go back and talk about the case of “Qin Chi”.

Many people attribute the failure of "Qin Chi" to the hype of advertising, but the product failed to keep up with the hype.

But in fact, the tradition of Shandong liquor companies purchasing bulk liquor from Sichuan has long been a default rule in the industry. Qinchi is not only not the first, but also not the largest. Moreover, "liquor blending" is also an important technological change in the industry. Liquor "blended" with edible alcohol is more advanced than the traditional solid-state fermentation process and will never affect the quality of the liquor.

There is a saying that goes like this: "What we care about is the truth, and what the media discovers is also the truth. It doesn't matter whether we were deceived or what is really right or wrong."

Therefore, what really makes "Qinchi" fatal is not the sudden revelation by "Economic Information Daily", but "Qinchi" has no public relations ability, coupled with the serious lack of the "core" of the product, making "Qinchi" Qin Chi” But the negative news caused the brand to plummet in the eyes of consumers, eventually leading to a total brand collapse.

Many business people often say, "I know half of my advertising dollars are wasted, but it is difficult for us to judge which part is effective and which part is wasted?"

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

A successful company will not always be on the road to charge. At the appropriate time, they know how to stop and formulate strategies to recharge their batteries for the final victory.

And companies like "Qinchi" that have been charging all the way will fall on the road sooner or later due to the lack of "core". Maybe those who defeated them were not enemies, but just some small traps on the road!

In the end, there is the same sentence: The shopping mall is like a battlefield, if you make one careless move, you will lose everything!