Why Is Shi Yuzhu The Father Of Chinese Marketing?

However, unlike Jinshan and Alibaba, it is not all compliments in the bustle of "giant" listing. On the contrary, the public's condemnation of Shi Yuzhu's family has heated up again. This strange case in Chinese business history has recently become the focus of discussion in the industry. From the "huge loss" of hundreds of millions of arrears, to the huge wealth of hundreds of millions of people, how can this ordinary man turn a beautiful turn? Did Shi Yuzhu really pay a moral price behind his comeback? This business man who was scolded as "gambler" and "swindler" by some people has been successful again and again after a crushing defeat. What kind of business logic is hidden between them? Is today's brilliance accidental or inevitable? The first chapter is the birth and success of the giant and the giant of shock. It is the direct return of Shi Yuzhu's courage to take risks. His unique commercial vision and marketing ability are initially displayed in front of the world. Since then, the "giant" has encountered "Waterloo", highlighting Shi Yuzhu's overly aggressive and extreme character weakness. At the same time, he was subjected to the first round of moral torture in debt. Shi Yuzhu, born in 1962, was born in Huaiyuan, Anhui. Shi Yuzhu grew up in a more ordinary family. His father worked in the County Public Security Bureau, while his mother worked as a worker in a local factory, and the family lived in peace and tranquility. Though naughty like other children, he was attacked by his father, but the young man showed high intelligence. In 1980, Shi Yuzhu scored the first in the county, 119 points in Mathematics (1 points in full), and scored in the Department of mathematics of Zhejiang University. After the disillusionment of mathematicians, Shi Yuzhu was assigned to Anhui Statistics Bureau after graduation. No one had expected that this seemingly uncommon work experience played an extremely important role in Shi Yuzhu's subsequent success. In 1986, he was appointed to graduate student in the Department of software science management of Shenzhen University recently. He first contacted IT closely. In the late 80s of last century, all English computers began to infiltrate into the mainland from Hongkong, leading to the warming of China's "Hanka" market. Among them, Ni Guangnan's "Lenovo Hanka" was launched by Lenovo Inc. Shi Yuzhu, who lives in the campus of Shenzhen University, is acutely aware of the huge profit of "Hanka". After that, the cost of the giant card was 150 yuan and the selling price was as high as 1500 yuan. In 1988, the first wave of "going to sea" fever began to emerge in China, and a large number of serving personnel pursuing wealth dreams abandoned the iron rice bowl to welcome the baptism of the market tide. Shi Yuzhu also rushed to the sea this year. After graduating from graduate school, Shi Yuzhu returned to his original unit and submitted his resignation in a few days. Then he borrowed his friend's IBM computer and wrote half a year as a word processing software -- "M-6401 desktop typesetting printing system" (the derivative of Hanka software, whose commercial value was much higher than that of Hanka software). "I see this market demand from the Anhui Statistical Bureau." Shi Yuzhu later recalled, "at the time, each unit spent 20 thousand yuan on the purchase of a four typewriter and at the same time buying computers. But in most cases, the computer is always put aside. I just want to compile a set of software to replace the four way typewriter and use the computer to type directly. Shi Yuzhu sent his own word processing software to the original unit and his colleagues, and then typed it quickly and well, and the typewriter retired. At a glance, Shi Yuzhu immediately left Hefei and went down to Shenzhen with a floppy disk. In those days, a teacher who was a part-time teacher in the science and trade company at Shenzhen University attached great importance to Shi Yuzhu. He set up a computer department to let him contract. The computer department had nothing but a business license and 4000 yuan in Shi Yuzhu's hand. At that time, the cheapest computers in Shenzhen cost 8500 yuan, and Shi Yuzhu had no money to buy them. He thought of credit. He offered a discount of half a month to the computer provider on the condition that he increased his price by 1000 yuan, and he bought his first computer on credit. With computers, there is a platform for displaying products, but how to let the market know its products? Shi Yuzhu suddenly thought of advertising, but he could not afford the high cost of advertising. So he took the risk: software rights were mortgaged, and in the computer world, advertising was first made and then paid in 3 consecutive versions of 1/4. In August 2, 1989, Shi Yuzhu's first product advertisement appeared in the newspaper. The computer world pays Shi Yuzhu only 15 days. If he fails to pay the bill, the copyright of Hanka software will be dropped on others. It was not until the twelfth day after the advertisement appeared that Shi Yuzhu did not enter. At the same time, even the "trousers head" would be lost, but there was a turning point on the thirteenth day. Shi Yuzhu received 3 postal remittance orders. The three "green slips" of the total amount of 15 thousand and 820 yuan were just like three lifesaving straw -- Shi Yuzhu's first big gambling success. Through this dangerous chess, Shi Yuzhu came to the first turning point on business. In October 1989, his income reached 1 million yuan, digging "first pot of gold", successfully crossed the first threshold of entrepreneurship. Shi Yuzhu threw all 1 million yuan into advertising, and M-6401 monthly sales climbed to 5 million yuan. By the end of March 1990, he had earned 30 million yuan. In 1991, Qiu Baijun, WPS of Zhuhai, was born out of Fangzheng's brand and channel. When Shi Yuzhu saw something bad, he immediately led his assistant back to Shenzhen University, closed up the development of new product M-6402 in the student apartment, and quickly brought Hanka software and more than 100 employees to Zhuhai to register the giant company and giant Hanka. "At that time, the IBM blue giant was so hot that we copied the name" giant ". Shi Yuzhu explains the origin of product names in this way. He hopes that the giant company will become the IBM of China and become the giant of the East. The boom and fall of the giant Shi Yuzhu's marketing talent first appeared during the operation of "Hanka". Shortly after the company's registration, Shi Yuzhu sent an invitation to all computer distributors across the country. If you order 10 "giant Hanka", you can come to Zhuhai free of charge and join the giant group's sales order meeting. It was like throwing a crumb in the fish pond, which suddenly attracted a large group of goldfish to compete for, and more than 200 large and small software dealers came in all over the country. At the cost of less than 1 million yuan, Shi Yuzhu built the largest chain sales network in the country at that time. In 1991, "giant Hanka" sales jumped to the top of the same products nationwide, and the company received a net profit of about 10000000 yuan. During this period, giant group has developed many kinds of products, such as Chinese handwritten computers, giant antivirus software and so on. In 1992, the giant capital exceeded 100 million yuan, and Shi Yuzhu himself was also covered with various auras. He was awarded a special prize for scientific and technological progress in Zhuhai, a Audi car, a 103 square meter apartment and a 630 thousand yuan prize. The central leaders visited the giant group. Shi Yuzhu welcomed the first career peak. That year, he was 31 years old. In 1993, the giant group became a high-tech enterprise after Beijing Zhongguancun four links group. But no one expected that Shi Yuzhu, who was sailing to sea, was caught in a sudden tornado. In those days, the Paris Co ordinating Committee of the socialist bloc, the state embargo high tech equipment and technology was dissolved, and the ban on selling computers to China by western developed countries was cancelled. Foreign software entered China in large numbers, robbed the market share of "Hanka" and robbed the giants of other software products. The attack of giant "rickets" proved that the giant software was actually inadequate, and its innovation power was very weak. It was only concealed by the naive tenderness of China's IT industry. Shi Yuzhu, who is eager to break away from the IT dilemma, turned his attention to health products. The group spent 500 million yuan to develop a new product -- "brain gold".