"Selling a product is not easy. The product is only one aspect, but in the final analysis it is decided by a company. A long-lasting good product must be supported by a good company. If there is intrigue within the company, no matter how good the product is,
It just can't last long.
What kind of company can last? Then it needs to have a good corporate culture... Well, corporate culture actually means that the managers of this company must have a unified value and recognize an emotion. For example, Coca-Cola, their
Corporate culture is "happiness". From top to bottom, everyone feels happy even if they work hard. They inject their corporate culture into their products and pass happiness to the hearts of buyers through advertising and marketing.
That’s very powerful.”
"Corporate culture? I don't really understand this! But what you said, Liu Lang, seems to make sense!"
Li Jingtian shook his head. He really didn't understand that this was corporate culture.
"For example, there is an advertisement on TV right now. I don't know if you have seen it. It's a Nestlé coffee advertisement."
Liu Lang asked.
"Nescafe coffee tastes great! I know this ad! I've seen it many times!"
Li Jingtian answered immediately.
“How does this ad make you feel?”
Liu Lang asked.
"Feeling? Three friends who have not seen each other for many years meet again. That is a very warm feeling."
"That's right! This is the corporate culture of Nestle Coffee, which is warmth. Everyone can't help but feel warm after drinking coffee. Do you think it's great or not?"
"Listen to what you said, this is really what happened!"
Li Jingtian also understood something.
"There should be no problem with the formula of Jianlibao. The product alone has strong advantages, but this is not enough. You have to identify your own culture. Only products that rely on culture can last long and sales can continue to increase. In this way,
Only then can we become the country’s number one brand!”
"Well, well, I have to write it down first!"
After all, Li Jingtian has the good "gene" of an excellent entrepreneur. Although he doesn't know much about business management now, he was still very interested in Liu Lang's words and immediately took out a pen and paper and started writing.
"Brother Li, it doesn't matter whether you remember it or not, because not everyone can build a corporate culture. This requires leaders to have accurate positioning and strong leadership. Nestle Coffee and Coca-Cola can do it, but you
Enterprises... Haha, I’m afraid I still can’t do it!”
"Oh, why can't I do it?"
Li Jingtian was stunned for a moment and asked.
"But this company is not yours! You are just a manager. The ownership of the company is not in your hands. Even if you want to manage it, you may not be able to do anything about it."
Liu Lang said while putting a piece of dry-fried tenderloin into his mouth.
"this!"
Li Jingtian finally realized that, yes, his Sanhe Winery was indeed a state-owned enterprise, but he contracted it because of poor profitability. Of course, the ownership still belongs to the government.
"It doesn't matter! Even the government wants to do a good job in the business, which is the same as my purpose!"
Li Jingtian was a little dissatisfied.
"Haha, Brother Li, do you know about Yancheng Shirt Factory?"
Liu Lang asked.
"I know! From the beginning of the year to now, everyone in the newspapers has praised this factory, saying that Bu Niansheng is a pioneer of reform, and calling on enterprises across the country to learn from him. His name has spread all over the country!"
The other party replied.
"This Yancheng shirt factory and your winery both implement the same contracting system. Why don't we make a bet and see what will happen to this factory in one year? If this factory is still prosperous, I will invite my brother to have a meal in Quanjude
Roast duck, if it goes bad, how about you treat me to a meal?"
Liu Lang knew the outcome of the Yancheng Shirt Factory. This year was the year when the factory exploded. Shirts and suits bearing the Yancheng Shirt Factory trademark could be purchased nationwide. The director of the factory, Bu Niansheng, was also very proud of himself and publicly stated that he would increase production on a large scale.
The plan is to expand the production capacity to one million units a year, but the local government as the owner has higher expectations. They hope to expand to five million units, and contact banks to provide loans to the company, repair factories and purchase equipment.
As a result, a year later, a large number of shirts and suits from other brands appeared on the market, with quality no worse than theirs and more styles. Yancheng Shirt Factory suddenly declined, with a large backlog of products, and bank loans could not be repaid. Finally,
It could only go bankrupt. Bu Niansheng was used as a scapegoat and ended up in jail. From the peak to the bottom, it only took Haiyan Shirt Factory one year. This was caused by the different philosophies between managers and owners.
.
Li Jingtian was very interested in this bet and agreed immediately. He wanted to see that this prosperous company could really become what Liu Lang said within a year, but he didn't believe it.
Liu Lang's purpose is of course to let Li Jingtian privatize Sanhe Winery. Even if it is not privatized, it must first implement a joint-stock system, because only in this way Li Jingtian will have certain ownership. Of course, even if you implement a joint-stock system, the final say will be
It is still a government department, so it is best to get it right in one step and privatize it directly, because only in this way can this brand with great potential be saved, otherwise it will be a dead end.
However, Liu Lang also knows that if he tells Li Jingtian these things now, the other party will definitely not agree. It’s not that he is noble, but that the entire society is still very repulsive to privatization, thinking that it is a crime of putting money in his own pocket.
Behavior.
"It seems we need to talk to Professor Wu He!"
Liu Lang thought to himself, Professor Wu He is a strong advocate of enterprise privatization, and is now actively making suggestions to the higher authorities, but there is another very important issue, which is how to protect the rights of employees during the privatization process.
If it is not done properly, the interests of employees will be greatly damaged.
Early the next morning, Liu Lang went directly to Wu He's office without going to class.
Wu He was very busy. Several graduate students kept walking around with various materials, as if they were looking for some information. When they saw Liu Lang coming, they all said hello.
"Haha, Liu Lang, you are here, but you are a rare visitor! Aren't you doing some experiment with Lao Xiong and the others? Is something wrong?"
Wu He put down his work and asked with a smile.
"There is indeed one thing!"
Liu Lang said.
"Okay, everyone, take a rest first, and I'll talk to our little prodigy!"
Wu He stood up and stretched, then poured a glass of water for Liu Lang.
"Professor Wu, I heard what reform plan you are preparing now? I am very interested."
"That's right, because of Mr. Deng's speech in the special zone, the whole country has lost all worries, and many private sector workers are relieved. Many companies in the south have begun to recruit workers, especially in Guangdong Province. Some factories have suddenly
Fifty workers are being recruited, and the enthusiasm for production is very high!"