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The Most Olympic Marketing Executive -- Interview With MS. Yan Xu, Marketing President Of Tsingtao Brewery Limited By Share Ltd

2008/8/14 13:54:00 41814

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With the opening of the Olympic Games, people have turned their attention to all Olympic champions and active Olympiad athletes. They are concerned about their achievements and their lives, but they seldom ask other retired athletes.

According to the survey, most of the professional athletes are still engaged in related professional industries such as coaches or sports management after retirement. Only a few retired athletes have chosen to enter the business field and become entrepreneurs.

In this entrepreneurial team of athletes, more than 90% of the people are mainly concentrated in the sports industry, with Lining as a representative of a number of famous entrepreneurs, and by winning the brand value of "Olympic champion", they have achieved great success.

However, there is such a person in this team that she has chosen a road which is very different from sports but very "Sports".

She came from an ordinary family. She became a professional swimmer at the age of 12. After graduating from University, she entered the enterprise and started from the grass roots. At the age of 30, she became the youngest marketing manager of a large state-owned enterprise.

In the athlete's career, she did not have enough time to win the Olympic champion, but with the Olympic spirit of "higher, faster and stronger", she created one legend after another in her career.

She is the 2006 China's ten largest economic woman figure of the year, 2008 Beijing Olympic torch bearer, Tsingtao Brewery marketing President Yan Xu.

Recently, at the scene of the Qingdao Olympic torch relay, the reporter had the honor to interview the marketing woman president of the professional swimmer. Through interviews, he found that Yan Xuzheng is the representative of the spirit of entrepreneurship and the Olympic spirit, and can be said to be one of the most enterprisers of Olympic spirit in China.

　　激情成就夢想

For the first time to see Yan Xu, it was hard for journalists to link the little woman in front of the sportswear but dressed up with the Iron Lady of the beer industry.

However, after talking for only a few minutes, the reporter soon felt the atmosphere and domineering of Yan Xu's gestures, and her unique passion and enthusiasm for marketing and Olympic Games were definitely not ordinary "Little Women".

Yan Xu, who has just finished the torch, is still immersed in the excitement of the torch relay.

"It is a great honor to be able to show the beautiful city of Qingdao and the Qingdao people who love life to the whole country and send it to the world in the hometown of Tsingtao Brewery, Qingdao, as a torch bearer.

I pray for Beijing Olympic Games!

Good luck in China!

As for the change of status, Yan Xu said he was very adaptable. She told reporters that from athletes to marketing president to the Olympic torch bearer, we were lucky enough to have such a good opportunity and platform to feel more about the Olympic Games, feel the sports and make our Olympic dream come true.

Like many people, I love sports and look forward to the Olympics.

As a retired athlete, I prefer to see the Olympic spirit displayed on the athletes in the Olympic Games.

Obey rules, respect your opponents, never say die, teamwork.

These Olympic spirit is also what we need for personal development and enterprise development.

According to the reporter, the brand proposition of Tsingtao Brewery's "passion achievement dream" coincides with the theme of the torch relay's "igniting passion and passing dream". It must be said that it is a fate. For this reason, Yan Xu said excitedly that the torch relay time is very short, but this emotion and dream is open-ended.

We should pmit the Olympic spirit to more places and pass it on to more people.

National Olympic Games, so that more people can benefit from sports.

Unlike many Olympic sponsors, perhaps because of the origin of athletes, Yan Xu has been working hard to promote the "National Olympic Games", so that more ordinary people can participate in the Olympic Games, experience the Olympic spirit and enjoy the passion and achievements brought by sports.

After Tsingtao Brewery became an Olympic sponsor in 2005, Yan Xu took part in Tsingtao Brewery's Olympic marketing strategy: igniting passion in 2006, delivering passion in 2007, releasing passion in 2008, and interpreting passion in 2009.

According to the Olympic marketing strategy, in 2006, Yan Xu planned to launch the "Tsingtao Brewery? I am champion" with the theme of "universal Olympics".

From the six regional division to the finals of 43 cities in 18 provinces of the country, a good social response has been produced, and the new experience of happy Olympics has been successfully exploded, creating the most influential sports and TV events in 2006. The most popular Olympic sports entertainment event in China has made the National Olympic Games a truly national feast.

From the 6 year old to the 78 year old, there are handicapped people, wheelchair chairs, limbs, and all kinds of complexion.

Many sports spectators are attracted by activities and become participants spontaneously. The masses have fully experienced the passion and happiness brought by the Olympic Games and fully felt the spirit of the Olympic Games.

"I was the champion at that time, when many mothers held my hand and said excitedly," thank you very much for holding this event by Tsingtao Brewery. This activity has always been beneficial to my children, who, through challenging their limits, deeply felt the spirit of perseverance and indomitable spirit in the process of participation, and deeply understood the spirit of higher, faster and stronger sports. These are deeply branded on their young minds, stimulating their future life, and constantly challenging life's difficulties one after another. "

I was deeply moved by the scene at that time and felt that it was very meaningful and very gratifying for us to do this activity.

"Tsingtao is committed to the National Olympic Games, has been taking a" National Olympic "road, creating one after another civilian Olympic stars.

The reporter has learned that I am the champion's activity this year and will continue to carry out the excavation of more parent-child content on the theme of the National Olympic Games.

In October 2007, when Yan Xu took the post of Tsingtao Brewery marketing president, she first thought about how to disseminate the Olympic spirit of "faster, higher and stronger" into the vast marketing team. Therefore, she summed up the marketing practice for twenty years. Under the Tsingtao Brewery's main text, the marketing culture of "honesty, knowledge and action" was refined. Honesty is pragmatic, honest, respectful and sincere. Knowledge is knowing goals, knowing plans, knowing the environment and knowing the future.

This is the combination of the cultural core of "honesty and harmony" of Tsingtao Brewery and the "standardization and struggle" of sports competition, and embodies her unique spirit of "meticulous and brave".

Compliance with rules to ensure long-term development

Sports competition is based on rules, and only fair play can be established on rules.

"There are many rules for our swimmers, such as not jumping, not pulling the water line, and so on. Only under the rules are the results effective.

Marketing also needs the spirit of "fair play" that follows the rules.

The competition in the beer market is extremely fierce. Under the pressure of Tsingtao Brewery's brand, many competitors usually "do not play cards by cards". They often fight price wars and strive for local protection, and even more use black and evil forces.

Yan Xu, who has always respected rules and rules, has been committed to promoting orderly competition in the industry, and is committed to building a good competitive environment.

In September 07, a line of business personnel in the Doumen District of Tsingtao Brewery, Zhuhai, was frantically cut down by the local competition company staff. The 80 cm knife opened the right thumb and middle finger of the regional manager. The left arm of the regional manager was cut off dozens of centimeters, and some of his arm bones were seriously damaged, so that many of his right arm and brows were cut.

In the face of unfair competition and facing the dual pressure of market and team, Yan Xu actively communicated with the government, sought fair competition environment for the development of enterprises, and sought protection for the legitimate rights and interests of employees. On the other hand, she used fair competition rules to persuade and educate employees, demanded that employees should be strict with themselves according to the standards of international big companies, maintain normal business order with legal means, and influence society with fair competition attitude, create an open, fair and just competition atmosphere, and achieve the healthy development of enterprises through lawful operation.

In the day-to-day operation of enterprises, Yan Xu maintained such a positive attitude and made a vivid interpretation, inheritance and dissemination of the Olympic spirit.

Responsibility - do every little thing well.

Unlike many retired athletes who run the sports industry, Yan Xu, a professional swimmer, has chosen the beer industry which has nothing to do with sports. In terms of career planning, he chose to be a man who dominates marketing.

"With the mentality and passion of starting a business, we start our daily work, carry out every business with competitive actions, and do a good job in every little thing around us." in this man dominated industry, Yan Xu has won many successes with his own different mindset.

In 1988, after graduating from Yan Xu University, he entered the Pearl River beer, started from the grass roots work, started with every little thing, and made every effort, every step, every opportunity, self pressurization and constant pursuit of perfection by virtue of his efforts and never say die spirit. At every level, he showed excellent results. At the age of 30, he became the deputy general manager of marketing of Zhujiang Beer Group and became the youngest vice president of Zhujiang Beer.

Yan Xu told us in the interview that eight years of athlete career sharpened the weight of the word "responsibility" in her mind. In her opinion, people must be responsible for themselves, responsible for the company and responsible for the society, and doing every little thing well is the best embodiment of responsibility.

In 1998, Tsingtao Brewery started to expand the national expansion strategy. Yan Xu joined Tsingtao Brewery in the "first batch of professional managers hired by the first batch of Chinese state-owned enterprises", and took the lead in the Southern China market as vice president, and launched the campaign of "walking out of Qingdao and North beer South".

As a "airborne soldier", Yan Xu was initially questioned by all sides, and the invisible pressure could be imagined.

In the face of annual sales volume of only 10 thousand tons, Tsingtao Brewery brand is only well-known, and consumers do not have the habit of consuming the Southern China market. Yan Xu, with all the sceptical voices of the outside world, does not shrink at all. In Yan Xu's mind, there are no two words of "retreat".

"Since I joined Qingdao beer, I am responsible for my choice, and I am more responsible for the company."

Deep channels, in-depth terminal, night research...

Yan Xu takes the team from the bottom of the market, starting from trivial matters, and doing every detail.

With years of accumulated experience and "never say die" Olympic spirit, sales increased from 163% to 35 million in 2000 and 2002, from a loss of 35 million to a profit of nearly $200 million.

Never give up, achieve your dream of life.

In October 2007, Yan Xu was promoted to the marketing president of Tsingtao Brewery Limited by Share Ltd with outstanding management ability and management ability, and manages Tsingtao Brewery sales worldwide.

Talking about the marketing of Tsingtao again for more than 10 years, Yan Xu told reporters with a smile that it was the athlete's career that sharpened her willpower and the professional ethics of bravely challenging herself and pursuing perfection. Her success was inseparable from the passion of "never give up" in sports career.

Yan Xu recalls: "to be an athlete.