Huang Zhuoran smiled and began to unravel the mystery, saying: "I call Xia Xiaoluo's model a 'quasi-financial operation'."
He turned to Xia Xiaoluo and said: "If what I said is wrong, you have to point it out. This time Xia Xiaoluo's operation has taught us a vivid business and management lesson. I have learned a lot, and it is better than what we did in
The lessons learned in Harvard’s CEO class are all vivid!”
Xia Xiaoluo smiled and nodded, and Albert Cao urged: "It's wordy! Speak quickly! Speak quickly!"
Huang Zhuo swung the red wine in his glass and said, "Xia Xiaoluo's method - the first step, I call it 'building the foundation', registration of overseas companies, purchase of patents and secret recipes, application for patents and approval from the Ministry of Health
Production license - these form the basis for the rapid expansion of Ruihui Company. This foundation is very solid. One of the two secret recipes comes from the famous track and field coach of the national team.
A senior expert from the pharmaceutical industry, as well as an overseas company background, the most important thing is that our products are indeed effective, which is what other health care product companies lack most. All the above have formed a high-end feeling in the minds of consumers.
The impression. Therefore, potential energy can be formed and a swooping promotion strategy can be formed, paving the way for rapid expansion in the future."
Huang Zhuo talked eloquently: "The second step is crazy advertising, which I call 'campaigning'. Whether it is public relations, soft articles, suspense advertising, TV talk shows, Chu Xiuhan's scandal, etc.
, essentially all advertising. But Xia Xiaoluo’s
The cost of advertising is low, but the effect is the best. This step is no different from other health care products companies on the surface, but it is the most critical! This step can create awareness among consumers and make them accept Ruihui's products. What follows next
Forming an inevitable result——"
Huang Zhuo paused for a moment, looked at Xia Xiaoluo with admiration and said: "The result is the third step - 'Gathering Qi', gathering popularity - which will make dealers form profit expectations! Make them feel that they will make money.
, will make a lot of money, and Xia Xiaoluo's advertising is so clever, so high-density, so it creates news effect and huge controversy and social repercussions, so low-cost. It can be said to be unprecedented in the business world after China's reform and opening up.
It may even be the ultimate.”
He seemed to be deep in thought, recalling the whole process of Xia Xiaoluo's operation, and said: "With the strong momentum and the big profits, we were able to open up the national market in the shortest possible time.
There is indeed a thought-provoking marketing essence in the unique style!”
Xia Xiaoluo put his hands on the back of his head, leaned on the chair, and said leisurely: "This is thanks to Long Fei and Tang Yi. Long Fei is a very aggressive entrepreneur, and Tang Yi is very good at hype. We are so
The tit-for-tat confrontation with Longfei Health Products Company immediately angered Longfei Company, and they will definitely launch an attack on us!"
Huang Zhuo smiled and said: "The fourth step is to take advantage of the dealer's profit expectations and auction the distribution rights to cash out. Because Ruihui Company has successfully gained a pivotal position in the Chinese health care products industry, such a market position makes Ruihui
The bargaining power is in an active position when dealing with dealers. Xiao Luo uses the open bidding mode. At the same time, I have my tray below to put dealers
The competition between them has reached its extreme! In short, using dealer funds for scale expansion will be an important strategic tactic of Ruihui Company. It can also be said that Ruihui Company, like a bank, absorbs the funds of many dealers
, and there is no need to return it. He turned the dealer's expected profit into actual funds available to Ruihui Company, so this is a 'quasi-financial operation' model."
He looked at Cao Albert with burning eyes and then at Xia Xiaoluo, and said: "Xiao Luo's company is a lightweight company with very few fixed assets. The biggest feature of Huaxia Bank is that loans must be mortgaged with fixed assets.
And the debt ratio cannot exceed 100%. Xia Xiaoluo took advantage of the goodwill and brand of the lightweight company to avoid its disadvantages and did not seek financing from banks, which is very clever."
Albert Cao understood, patted Xia Xiaoluo on the shoulder and praised him sincerely: "Not bad. Well done! The key is that you have beautifully circumvented the relevant laws on illegally absorbing public deposits."
"Bah bang bang -" Xia Xiaoluo nodded, raised his hands, looked at Huang Zhuo and clapped softly, and had to admire Huang Zhuo's vision. This sentence should be the most incisive insight in analyzing Xia Xiaoluo's series of operations.
.
Huang Zhuo stood up with a tall glass in his hand and paced back and forth in the large box, stepping on the thick floor without making a sound. He talked eloquently: "Actually, if we are more ruthless, we can still let them order.
, paid in advance, delayed delivery, and continued to misappropriate their payment!”
Xia Xiaoluo rolled his eyes at him, tapped his fingers on the table casually, and said: "Business should be a win-win situation, rather than squeezing the upstream and downstream companies out of profit! Leave a way for others to survive! If the dealer collapses, there will be no
We’ve got food!”
Huang Zhuo laughed, walked up behind him, patted his shoulder affectionately, and said: "I know that our classmate Xiao Luo is a businessman with moral blood!"
Xia Xiaoluo rolled his eyes at him and said, "That's right! How much money is enough? You have to know how to be satisfied!"
Huang Zhuo laughed and said happily: "Now that we have created a brand, why not use them to the extreme? I think Scorpion Dragon Wine can also use seed scorpions to raise funds for downstream farmers!"
Xia Xiaoluo had indeed considered this. It was not unfeasible, but had a high probability of success because the Chinese farmers at that time were poor and backward and were too eager to make a fortune.
However, he felt that financing from farmers was too scattered. A farmer could get up to 10,000 yuan at most - this was the highest limit this group could bear at the time. It was really meaningless, and the operation was very complicated. The most terrifying thing was
Once there is trouble with Ruihui Company, Chinese farmers have always had a fine tradition of rising up. Ruihui Company may not have the ability and experience to deal with these people——
Another reason that is not commonplace to outsiders, and even makes Xia Xiaoluo seem a bit merciful, is that Xia Xiaoluo believes that China has long taken advantage of the scissor gap between agricultural products and industrial products through the unified purchase and marketing of agricultural products and other methods, and has extracted a large amount of money from rural areas.
Farmers really don't have much money in terms of funds and resources. Financing from farmers also makes them worried. Xia Xiaoluo was a little hesitant. He had to shake his head and said: "The time is not ripe now, so we have to wait."
Huang Zhuo did not pursue the issue, but looked at Xia Xiaoluo seriously and said: "But, I have a question. Now that the funds have been raised, how are you going to spend them?"
Xia Xiaoluo said confidently: "In the original stock market, we will start building positions in July and August! Although our financing is long-term financing with no principal and interest, I think investing in original stocks now is the most cost-effective and has the highest return."
Huang Zhuo looked at Xia Xiaoluo worriedly and said: "As far as I know, at the end of May 1990, the Shanghai stock price index just reached 100 points, broke through 200 points at the end of August, and reached 300 points at the end of September. In just 4 months,
It rose 2 times. In mid-to-late May 1990, there were sudden rumors in the market that the country would rectify the Shenzhen stock market and the listing of new stocks would be suspended, so the stock price rose even more crazily. In the month from May 25 to June 27, 1990
, the price increases of the five listed stocks in Shenzhen are: Shenzhen Development Bank 100%, Vanke 380%, Yuanye 210%, Jintian 140%, and Anda 380%.”
"This craze quickly moved to Shanghai, which was relatively calm at the time. Rumor has it that in July 1990, stimulated by the frenzy of the Shenzhen stock market, 6,000 people deliberately moved from Shenzhen to Shanghai. As soon as they left the airport, they called taxis.
Go to the hotel closest to the exchange."
"The overheating of the stock market has also attracted the attention of the management. In particular, cadres of Shenzhen party and government agencies hold a certain amount of stocks, and some conduct speculation activities through relatives and friends. The people are very dissatisfied. The People's Bank of China and the Audit Office sent personnel to investigate
, Beijing began to remind Shenzhen to strengthen management."
"In May 1990, Shenzhen introduced a price limit of 10%. In mid-June, the State Council approved the National Structural Reform Commission's article "No New Points in the Joint-stock Reform of Public Issuance of Stocks to the Public". People believed that the shortage of stocks
It will become more serious and continue to speculate wildly. On June 18, Shenzhen introduced a 5% price limit again, and people began to wait and see. On June 26, the price limit was pushed to 1%, and the price limit was still 5%. On June 27,
Shenzhen also stipulates that stock sellers need to pay stamp duty, year-end dividends and dividends, and shareholders must pay a 10% personal income adjustment tax on the part where their income exceeds the bank's one-year interest. At this time, people's enthusiasm for stocks began to cool down. In November
On the 20th, Shenzhen party and government cadres responded to the new regulations and began selling shares one after another. Starting from December 8, the Shenzhen stock market turned downward and began a six-month long decline. So far, the stock market has been falling!"
He looked at Xia Xiaoluo with burning eyes and said, "Do you know these situations?"
Albert Cao touched his bright forehead, frowned, and said a little worriedly: "On April 22, 1991, there was zero trading in the Shenzhen stock market for a day. This shows how cold the market has become! It is too risky for us to enter now."
"I think we need to be greedy when others are fearful." Xia Xiaoluo said firmly. "Actually, when to buy? There is a very simple indicator. I call it the 'bicycle indicator', which is the Securities Sales Department
When there are the fewest bicycles outside, everyone is afraid, and the cost of building a warehouse is the lowest!"
Both Huang Zhuo and Cao Weiye were silent. Cao Weiye took out his cigarettes, threw one to Huang Zhuo, and said with some worry: "Ordinarily, I can earn 100 million this year, which already seems incredible to me... If I invest in Hainan
Real estate, getting approvals, and speculating on land are also good."
Huang Zhuo also agreed: "From a policy perspective, Hainan's real estate market is clearer than the stock market. After all, our national leaders visited Hainan last year and reiterated that the development of the Hainan Special Economic Zone will be unwavering."
Xia Xiaoluo felt so depressed. It seemed that these two men were very afraid of the risks in the Shanghai and Shenzhen stock markets. Although they were the vanguard of Chinese state-owned and foreign capital, they still had the most common mentality of Chinese stock investors in later generations - chasing the rise.
Kill!
However, it was difficult for Xia Xiaoluo to express his thoughts. When compiling "Thirty Years of China Capital Market" based on his previous life, he clearly remembered August 19, 21, 23 and 25, 1991.
, Shenzhen opened 4 times in a row
On September 2, Shenzhen’s fifth “market rescue” meeting was held. It is said that the atmosphere of the meeting was dull, and the mayor of Shenzhen once again made a major decision-implying that institutions should enter the market, with the purpose of cultivating a few like
Entrepreneurs like the Li family in Hong Kong.
The "rescue operation" officially kicked off. Starting from September 7, 1991, the Shenzhen Municipal Government raised 200 million yuan in funds and began to secretly rescue the market. On September 7, the price of Shenzhen Development Bank was raised to 13.85 yuan. For several days in succession, Shenzhen Development Bank
It jumped short and opened high, finally reaching 14.5 yuan on September 12.
Since December 8, 1990, the Shenzhen Stock Exchange has experienced nine consecutive months of decline, causing the total market value of the Shenzhen Stock Exchange to wipe out 7.8 billion yuan, leaving only 3.5 billion yuan. With such a rescue, by the end of September, the Shenzhen Stock Exchange finally
It stopped falling and rebounded, rising by 0.88 points, closing a positive line.
Some news reached the ears of investors directly through unknown channels - "The government is bailing out the market." The government's actions immediately mobilized the enthusiasm of investors. In early October, Shenzhen Development Bank rose to 26 yuan. Under the leadership of Shenzhen Development Bank, the Shenzhen Stock Exchange was fully liquidated.