Linqu Qin Chi jokes.

I have always believed that there is no right or wrong in life, only choice. We can choose except what we can't choose. The direction you choose determines your destiny. How to understand it? Let's have a look.

From the day we were born, we had no choice but our parents, because it existed before we were born. Besides, you can choose anything, such as choosing a good kindergarten, primary school, beautiful primary school deskmate, junior high school and senior high school, choosing a good university, choosing a good job, choosing a good TV, computer, desk lamp, stereo, choosing different brands of cosmetics and cars; Throughout our lives, our lives are full of choices. If we are selected, we should also do our basic work well.

Who is Ji Changkong? Veteran background, former director of Qin Chi Group. 1995165438+1On October 8th, Ji Changkong won the "laurel" on behalf of Qin Chi Liquor at the second bidding meeting with 66.66 million yuan. 1996165438+1On October 8th, Qin Chi successfully defended the title of "Biaojiang" with a sky-high price of 3.211800 million yuan. However, Ji Changkong's dream of "driving Santana into CCTV every day and driving a luxury Audi" has not been realized. Due to the failure to turn economic benefits into development potential in time, after the "blending incident" of 1997 was exposed by the media, the response to the crisis was not strong enough, which led to a sharp drop in sales in Qin Chi. From then on, the king of the generation was devastated and eventually disappeared from the media's field of vision.

Ji Changkong's deeds are a miracle in the history of China wine industry!

Ji Changkong is a talent in Linqu. Six years ago, after he transferred to a local job, he became the manager of Linqu County Food Company. After half a year, the food company turned a profit, and soon he was transferred to the manager of the county catering service company. Half a year later, he turned a profit again. Then, he was appointed as the general manager of Qin Chi Winery, the largest loss-making household in the county. This is an irresistible choice, and this time, it also changed the fate of Ji Changkong and "Qin Chi". As a soldier, Ji Changkong still maintains the professional tradition of absolute obedience to her superiors. In this sense, he is probably not a real modern entrepreneur or professional manager.

1990 In March, Qin Chi Winery in Linqu County, Weifang City, Shandong Province was incorporated. As a depressed small winery, it faces the end of bankruptcy.

1993, battalion veteran Ji Changkong clearly remembers the day when he reported to Qin Chi Winery in Linqu County, Weifang City, Shandong Province. Several low-rise bungalows, each with a big tile vat, the weeds in the factory grow taller than one person, and half of the more than 500 workers in the factory want to go outside.

1994, Ji Changkong came to Jilin, thinking that he could solve the problem of liquor sales with the help of local friends. Who knows, "I rely on my parents at home? In fact, the marketing promotion of "going out by friends" is not far away, and the decisive victory of the market still needs market-oriented means and wisdom. So he quickly moved to Shenyang and started all over again. This time, he brought a piece of paper that everyone is familiar with: a cash acceptance check for 500,000 yuan. This is Qin Chi's last possession.

Ji Changkong dares to take risks and fight. This time, he chose to advertise widely and intensively. Bombing advertising allows Ji Changkong to implement rolling sales in Northeast China and North China, with annual sales exceeding 100 million.

1994165438+1October 18 Media Center won the bid. At that time, it was generally believed that the bid-winning battle would be advertised in two enterprises-Shandong Kongfujia Liquor Industry and Guangdong Sun. Between the gods However, the pre-bid price has just opened, but it is surprising. Before that, he was unknown, and he was in the same province, drinking with Confucius' family wine. Confucius Banquet in Surabaya won the first prize in one fell swoop, and its coronation price was a record 30.79 million yuan. Confucius Banquet Wine-Qin Chi!

1995165438+1October 18, it was a sleepless night. Fate is pushing a company that has just embarked on the road to prosperity to the peak of glory-from now on? After that, it will be transparent, and it will be subjected to unimaginable torture and stare. Qin Chi and Ji Changkong have little time to think about it? Imagine the future results, a passion that has never existed before is impacting the body of this Shandong man and young enterprise. Won the 5-second gold advertisement after CCTV news broadcast with 66.66 million yuan and became the second winner. This choice has increased Qin Chi's annual sales by five times, and it has been merged into a star enterprise in China!

In the media center of 1996, Ji Changkong, who tasted the sweetness, completely pushed Qin Chi to the top, but at the same time, this choice also completely destroyed Qin Chi!

1996165438+1October 8th, CCTV's "Announcing the King" was held on time. At the welcoming banquet that day, Ji Changkong was arranged at the main place, accompanied by Tan, director of the advertising center of CCTV with a smile. Obviously, she is the real winner of the media center.

In the first year of CCTV advertising bidding, 93 companies participated, in the second year, 134 companies came, and in the third year, 198 companies came. The price of the successful bidder also increased nearly nine times in three years.

During the dinner, in Tan's sensational speech, Qin Chi was repeatedly quoted as a typical example.

Ji Changkong also knows how to reciprocate, and his next words are still circulating in the rivers and lakes: 1995, we drive Santana to CCTV every day and drive a luxury Audi. This year, we will drive a luxury Mercedes every day and try to drive an extended Lincoln.

Ji Changkong's speech spread in the media center like yeast, which made every hero at the meeting smell a little excited blood.

The subsequent bidding was like a runaway horse from the beginning:

Guangdong Aiduo VCD, the first bidder, shouted 82 million in one breath, exceeding Qin Chi's100000 last year. When this two-year-old enterprise first appeared in the media center, it surpassed the benchmark of its predecessors. At this time, the arrogance of "the heir of the king" has been shown. In the future, a more tragic drama will be staged than Qin Chi's, and finally it will be doomed. Subsequently, Jiangsu Chunlan, which produces air conditioners, reported 65.438+0.6888 billion yuan, and the audience suddenly cheered. However, after only a few minutes, Guangdong Robust rushed out with 65,438+99.78 million yuan.

Many people think that this year's165438+1October 8th will belong to Guangdong Little Tiger. The late Shandong hero turned everyone from extreme excitement to great surprise. After Robust, a little-known Jingui Distillery of Shandong Liquor, like Qin Chi a year ago, attempted to make a blockbuster, shouting out 200.99 million yuan-China's advertising quotation exceeded 200 million yuan for the first time.

Next, to the next level, another well-known Qimin Temple winery in Shandong offered a price of 210.999 billion yuan.

At this moment, it was finally Qin Chi's turn. When the host read "Qin Chi Winery", the already boiling audience suddenly became silent. People seem to have a premonition that a miracle will happen, and no one can tell the mood at this moment: expectation, jealousy, hatred, desire ... fierce.

However, the host shouted at the top of his lungs: "Qin Chi wine, the bid amount is 3212118 million yuan!"

At this moment, Ji Changkong will never forget it. Qin Chi and his career reached an unprecedented peak at this time. No matter what doubts and absurdities are floating in it, after all,165438+1October 8th in the media center belongs to Qin Chi.

However, it was also at this moment that someone had an ominous premonition. Just like a charming fireworks in the sky, after the sudden light, it will inevitably fall to the ground and disappear forever.

Ji Changkong's choice completely destroyed Qin Chi. He ignored the most powerful force in China at that time and even now-the media!

China's major media sneaked into Qin Chi to see how Qin Chi produced such a huge wine industry!

Years ago, when Qin Chi won the CCTV championship again, four reporters from Beijing Economic Information Daily began an unannounced visit to Qin Chi. How can a small county-level winery produce liquor with sales of 65.438+0.5 billion yuan? The reporters' investigation began with this question. According to relevant clues, the investigation site they rushed to was not Linqu, Shandong, but Sichuan, thousands of miles away.

In Qionglai County, the reporter found a local liquor factory named "Spring Spring". It is said that Qin Chi Sanjiu is mainly provided by this enterprise after its local acquisition. Bought a lot of loose wine, mixed with our original wine and alcohol, and then sold to the national market with brands such as "Qin Chi Ancient Wine" and "Qin Chi Tequ".

then

About "Sichuan wine enters Shandong"

On "Liquor Blending"

On Qin Chi's Production Capacity

A series of problems broke out collectively, but Qin Chi's public relations power was so small.

In that year, the sales volume of Qin Chi was not the expected 654.38+0.5 billion yuan, but that of 6.5 yuan. In the second year, it even fell to 300 million yuan.

Since then, it has never recovered and eventually disappeared from the media's field of vision.

Ji Changkong took a step-by-step approach. Every choice he made was of great significance to the development of Qin Chi, but the final choice was wrong, which gave Qin Chi a fatal blow. According to the content recorded in the Great Failure, Ji Changkong's failure lies in

1, ignoring the power of the media.

2. Qin Chi suffers from "hype dependence".

3. There is no product quality upgrade.

In July 2000, Qin Chi, who had not appeared in the media for quite some time and was almost forgotten, once again became a modest news focus, but this focus can only be described as bleak.

Sun Shao chats.

Every time I read about Qin Chi's failure, I feel heartache for Ji Changkong. As an entrepreneur of the older generation, his determination to make a choice brought great benefits to Qin Chi, but in the end, he made a mistake and brought such a tragic ending. This is not only the failure of an entrepreneur, but also the unemployment of many families! The purpose of doing business is to benefit the family and society. Hope to encourage each other!

Have you ever had a choice of regret?