From "Sister Lin" To "Advertising Girl"

"Sister Lin" is Chen Xiaoxu's most famous identity.

However, most people do not know that the "Beijing world", which she once led, is a 4A advertising company with an annual turnover of nearly 200 million yuan.

When Chen Xiaoxu speaks of Beijing, many people will think of "Lin Daiyu". For most people, Chen Xiaoxu seems to have little connection with the identity of "the head of a joint advertisement".

Chen Xiaoxu has entered the advertising industry since 1991. After 15 years of development, Beijing has become a 4A advertising company with an annual turnover of nearly 200 million yuan.

In 1999 -2003, the 4 consecutive year CCTV was awarded the title of CCTV excellent advertising agency. In 2004, it was awarded the title of "China top ten advertising agencies" and "China's ten major planning experts" issued by the China Productivity Association.

She has also been named "the ten most brilliant female advertisers in China in 2005-2006", "China's 2005 economic heroes" and "2004-2005 outstanding women advertisers in China in 2004-2005".

To Chen Xiaoxu, it is a good chance to switch from actors to advertising.

In 1991, Chen Xiaoxu worked with a friend to negotiate the contract with "the Great Wall international". "We talked for over two hours.

When signing the contract, "the Great Wall international" Zhang Dong chose me to sign, he said, "you are a celebrity, I feel relieved."

In this way, 26 year old Chen Xiaoxu independently contracted the production headquarters of the Great Wall international advertising company, and began the most primitive advertising service.

Chen Xiaoxu has almost nothing to start with.

No advertising experience, I do not know what books are available, except for a few college students, there are no effective assistants.

Without office, she rented a room in a hotel, and her business was very difficult. The rent and staff wages almost pressed her out.

A month later, a pharmaceutical factory came to fame. "I know Lin Daiyu is not going to lie to me."

In this way, in the prevailing market environment, customers did not know who to trust in advertising, so they came to admire the name of Lin Daiyu, and the company was thriving.

However, the development of the company has not been plain sailing since then. Chen Xiaoxu has also suffered from a major setback called "Waterloo".

In 1994, the company made a tender advance of 2 million yuan for an enterprise.

In the same year, the company chose diversified investments to represent German sanitary ware sales in China.

The company suffered major setbacks as it caught up with the adjustment of the national economy.

Customer disintegration, investment failure, the company is in debt crisis.

At the juncture of life and death, Chen Xiaoxu decided to make loans.

The pressure of loans forced Chen Xiaoxu to read a batch of management books bought from abroad. She tried to abandon diversified investment, reform the internal structure of advertising companies, and perfect 17 customer service procedures and loopholes in contracts.

These seemingly insignificant things, in the advertising environment at that time, are enough to become a classic lesson plan for advertising management.

After the completion of the reform, the company has a preliminary professional service process, and has begun to pform the whole case agency into a completely new look.

In 1995, the company's performance exceeded 40 million yuan, signed more than 10 domestic and foreign brands, and all bank loans were repaid.

In his experience, Chen Xiaoxu successfully realized the pformation from business manager to manager.

"For the first time, I have tasted the sweetness of management.

I feel that the operation of advertising agencies is more interesting than advertising creativity. "

In the year of 1998, Chen Xiaoxu's world advertising agency represented a series of famous Chinese brands, such as Wuliangye, five grain spring, good news bird and Luo Meng, which established a good reputation and influence in the industry.

At the same time, the international 4A advertising company is entering the mainland market with new service concept and expansion speed.

Local customers with a certain strength also have a strong interest in 4A.

Chen Xiaoxu intuitively felt that the future local market will be launched between 4A and local large advertising companies.

Chen Xiaoxu led the second reform of the state.

In 3 months, Shi Bang adjusted the organizational structure and introduced a group of Hong Kong and Taiwan employees from international 4A company. They had a half baked Putonghua and a set of mature operation concepts, which made the customers and veteran employees feel brand new service mode and advertising process.

The 4A reform has brought more advertising films to the world.

However, a month later, these commercials were rejected.

Customers reflect that creativity is not local and the result is not ideal.

Some dealers and consumers can't even understand.

During this period, Chen Xiaoxu led the company staff to visit their customers, customers' distributors and terminal consumers one by one, and communicated with them sincerely.

It is undeniable that the advanced and mature management mode of foreign enterprises is worthy of our reference, but the strong cultural differences between China and the West are the most fundamental reasons for Chinese enterprises to copy western management mode.

Only by understanding the feelings of the Chinese nation and the Chinese can we create a brand that meets the needs of the market.

After sober consideration, Chen Xiaoxu gradually cleared up his own train of thought. "We do not know the local market better than the enterprise, but we must know more about local enterprises than 4A."

In this year, 4A began teaching and training Chinese employees in Confucian schools, and began to set up a professional research database for Chinese liquor industry.

After the rectification, the turnover of the state began to reach 100 million yuan, and some of the local customers who empathize with 4A have returned to the embrace of the world.

From the advertising agency, the production and the media, and the elite of the domestic advertising industry, Chinese traditional Confucian culture has deeply influenced Chen Xiaoxu and her business. "Confucianism is indeed the source of our corporate culture, and it affects many people, including our customers."

Chen Xiaoxu said.

In fact, no matter from the assumption that "the company is honest at the beginning, focusing on making the best of its own" competitive strategy, 100% of the directors read the Confucian classics all the year round. On the front desk of the company, there are always the traditional books and audio-visual products printed by the company. To the well known Chinese liquor advertising case - the planning classic of five grain spring, it embodies the deep-rooted influence of traditional Confucian culture on the company.