In the 1990s, "Qin Chi Liquor" was born in a small county in Shandong, and its business has been bleak for three years. Until 1993, an airborne factory director "Ji Changkong" arrived. According to Ji Changkong's account, when he first arrived in Qin Chi, it can be said that Qin Chi was in a mess, with an annual output of only one ton and continuous losses. After constant investigation, Ji Changkong decided to March into Northeast China, North China and Northwest China.

However, Ji Changkong believes that only in areas with wine culture can "Qin Chi wine" turn over. Ji Changkong's first stop is Shenyang. As the saying goes, "the ideal is full and the reality is very skinny." When she first arrived in Shenyang, Ji Changkong found that things were not as simple as she thought.

I put 500,000 yuan into short-term advertisements on local TV stations, carried out free goods identification activities on the streets, and produced relevant quality inspection reports. In this way, "Qin Chi wine" is becoming more and more famous in Shenyang.

In this way, it did not meet Ji Changkong's expectations. So Ji Changkong used his contacts to build an "airship", so an airship with banners floated over Shenyang and kept throwing leaflets.

So "Qin Chi Wine" became an instant hit, and in a short time "Qin Chi Wine" went to the counters of supermarkets and hotels in Shenyang, so the sales of Qin Chi wine in one year has far exceeded that of other wine brands.

In this way, Ji Changkong accumulated the cost within one year, that is, at this time, he saw a bigger stage "CCTV", so on1October 8, 1995, 165438, he came with 30 million yuan, but who wants to bid just started, Confucius? But since she came, Ji Changkong crustily skin of head shouted 66.66 million yuan, and no one else followed this time.

1995 "Qin Chi wine" won the championship.

I have to say this. Ji Changkong gambled again. After Qin Chi Wine was broadcast on CCTV, it became popular all over the country. The turnover directly impacted 950 million yuan.

1996 "Qin Chi wine" won the championship again.

This year, Ji Changkong never imagined that after the success of "Qin Chi Wine" last year, a group of wolves were attracted, and she was instantly called 220 million yuan in this bidding. This time, Ji Changkong is really the first direct bid of 320 million. You know, Qin Chi's annual profit is about 100 million.

Just when Qin Chi was just getting glory, the bad news came to Qin Chi and was discovered. It blends products with loose wine purchased from Sichuan, with a simple workshop and a second-rate image. Tan's head even revealed that the anti-counterfeiting mark was inferior.

This news revealed that the sales of Qin Chi wine plummeted directly, and the investment of CCTV advertising directly led to the financial collapse of Qin Chi wine. Soon Qin Chi collapsed directly, and even the trademarks were auctioned.

"Qin Chi" has developed from a small winery with an annual output of less than 1 10,000 tons in Linqu County, Weifang City, Shandong Province, to a well-known brand enterprise with annual sales exceeding 654,380+0 billion yuan. Qin Chi climbed to the top in six years, but fell into the abyss in a shorter time.