Go out early in the mankind uptodate, sale appeared. In " Bible · the Old Testament " the first chapter (of course this is not the mankind begin) , we see Eve persuades Adam to eat forbidden fruit secretly, nevertheless Eve is not personnel of the first sale, this title should belong to that snake that persuaded Eve to promote forbidden fruit to Adam.
This super sale staff that tells today, ever relied on 4000 yuan to build up from nothing make 90 time the famousest entrepreneur, the reverse when ego expands is indebted 250 million, do poineering work 28 years 3 times, from penniless to billionaire, he is a famous person that succeed; Arrive from billionaire penniless, he is a famous loser; Again from penniless to billionaire, he is a famous stage a comeback person; He created a China and even whole world the peerless romaunt on economic history. He is entrepreneur " the famousest loser " , sale wizard Shi Yuzhu.
Shi Yuzhu ever said: "Sale does not have an expert, exclusive expert is consumer. You want the concoctive plan that do well, you are about to know customer " .
1962, shi Yuzhu is born in Anhui north to conceive remote town. "Father conceives far public security bureau, my mom is the worker of a factory. " 1980, shi Yuzhu always is divided with entire county the first, mathematical 119(differs 1 minute of full marks) achievement studies Zhejiang university maths is.
1989, shi Yuzhu graduates from Shenzhen college graduate student, having cannot of set limit to " iron rice bowl-a secure job " object what Shi Yuzhu disregards family friend to the utmost, loan 4000 yuan of go into business establish giant group, software of composing of desktop of M-6401 of proper motion research and development. The company expands very quickly, become at that time China the 2nd big enterprise of civilian battalion high-tech. Shi Yuzhu becomes the most dazzling entrepreneur very quickly also.
Forefathers the sale thinking of one pace, behead captures life the first pail of gold
In last centuries at the beginning of 80 time end, 90 time, sale concept and method are inferior to such today developing, transmit the newer still vocabulary such as budget, promotion expenses. Even if pure advertisement is devoted, in native land and burgeoning enterprise still be in technology enterprise especially infrequent. And from small have " history bold " the Shi Yuzhu that say, buy or sell on credit buys computer in those days, after doing guaranty to make ad first with software copyright, pay, order 10 Chinese character card to be able to attend freely only order goods the meeting " achievement " , reflected its forefathers the sale natural gift of one pace.
At that time, besides a piece of business charter and 4000 yuan of money, shi Yuzhu is penniless. To buy the computer with the most inexpensive at that time Shenzhen (8500 yuan) , he is a condition 1000 yuan with increasing price, obtain to computer business defer pay of half month " privilege " , buy or sell on credit got all one's life the first computer.
Then, to extend a product, he uses same sale method " buy or sell on credit " come advertisement make a great coup, the money is returned after half an year 4 million yuan, greet the first height of the career.
The break out of an encirclement in IT predicament, "The country surrounds a city " ad strategy wins battle health care to taste the market
August 1994, march in a large-scale in foreign software China, reaved the market share of Chinese character card, embezzlement giant group is other after the vivosphere of software product, be eager to changing the look to health care to taste from the Shi Yuzhu of the break out of an encirclement in IT predicament, denounce endowment is developed 120 million yuan brand-new product -- cerebral gold. Once choose,follow new target, shi Yuzhu's intense sale consciousness is shown again.
Shi Yuzhu also is to be obsessed with very to Mao thought. When popularizing cerebral gold 1994, he is imitated the martial system that Mao Zedong uses when war of liberation, department of commander in chief is set in Shenzhen, each district is set " military region " , start " general attack makes " , try to start the market with the advertisement of topple the mountains and overturn the seas, its advertisement word is " ask people witness " . This kind " strategy of sea of faces " with people war mode for a time unexpectedly very effective.
The first campaign comes from October 1994 in Feburary 1995, mere 4 months, below the circumstance of the inadequacy that offer money, answer a paragraph to break through 180 million yuan, "Violent sale " achievement is outstanding. Taste in the health care such as the 3 individual plant at that time, Baal still doing to the country whitewash the wall body advertising time, "Already evil intentions has wicked courage again " Shi Yuzhu is used blot out the sky and cover up the earth, the construction of channel of ad strategy together with of type of be all-pervasive, wanton and indiscriminate bombing and rigorous management, the health protection that makes brand-new is tasted in the widely known in 1.2 billion Chinese. In those days, shi Yuzhu and his head gold together, become the star that Fu child all tells.
In July 1995 of date " Forbes " the 8th when label its chinese mainland plute.
When giant collapses, "Your otherwise stands up, you harmed us this feeling of acting person "
Have giant group teenager achieve one's ambition, easily and the Shi Yuzhu of because of rolling out cerebral gold gain considerable fame among one's contemporaries, cerebral gold health care tastes administrative not to be pooh-poohed, blindly outspread and cause the market rapid atrophy.
1997, giant group is immersed in go bankrupt the brim. After giant group collapsed 1997, a Zhejiang college student sends column of true history jade, "Your otherwise stands up, you harmed us this feeling of acting person " . On January 18, 1997, shi Yuzhu heads a group the town of peace and tranquility that many 30 core member will come to to Anhui yellow foot of a hill to fall, hold " criticism and self-criticism " in-house conference.
Do poineering work 2 times cerebral platinum " spark set the prairie ablaze " sale holds the market again
1998, shi Yuzhu begins to engineer the market of cerebral platinum to popularize, begin the 2nd times to do poineering work.
Reappear step of the following Shi Yuzhu is obvious more lightsome, 500 thousand yuan start do platinum of sanitarian product head. The sale that cerebral platinum handles cerebral gold is politic the force with spark set the prairie ablaze is rapid and occupational countrywide market, certain room health care tastes market a list of names posted up head.
City of cerebral platinum face comes 6 years, it basically maintained the momentum that the sale rises, although be broken through in sale 1 billion after closing greatly, its sale still is in slowly rise. Shi Yuzhu had created the market myth that cerebral platinum sells not only, and, he is confident to this mythological continuance.
Came 5 years of 2003 1998, the sale of partner of cerebral platinum, gold achieved many yuan 10, shi Yuzhu made the sale myth of enterprise of a China again.
Rely on " give sb a present sends a head platinum only " advertisement, shi Yuzhu is inside two years pick off " Chinese head is lost " cap, regain billionaire a group of people of same interest, in the tactics of politic wool family name that uses among them " the country surrounds a city " reprint.
History bold " free mode " achieve a miracle again, royal, Netease is imitated in succession
On January 4, 2016, shi Yuzhu leaves nearly 3 years the life of idle Yun Yehe, return to giant network.
Return to a company, shi Yuzhu researchs game market, develop realistically sexual game " journey " , and the sword goes slant sharp edge, collect fees mode from " time orders check " change " time free, prop collects fees " mode. Below doubt and condemn, the fact proved sale mode of Shi Yuzhu does not have a fault, contrary, this is a kind of strategy wisdom that compares halfback, if want,make a single person because of the player top class equipment, what need charge to be returned than selling a dot card tall. Then, mix grandly Netease also in a large-scale to " free mode " launch attack, still have a few among them firm arisen little game company, borrowing in succession " free mode " the line of sight that stunt squeezes into players.
Then, a trade butterfly effect appeared. Network play of China is new coruscate vigor, players at a draught a lot of more choice, recreation the player got final material benefit in this trade pattern.
Year of of the same age realizes battalion to receive 2.324 billion yuan, grow 338.15% compared to the same period. 2017 first quarter, battalion of giant network implementation closes 748 million, grow 128.47% compared to the same period.
Sale strategy of Shi Yuzhu, be full of passion and courage and insight, clinging with wisdom, infiltrating from A to Z " cultivate virgin soil " creativity and leader force: In the special period that planned economy transfers to market economy, shi Yuzhu dares burn one's boats makes a sale, invest original capital in research and development and sell software of etc of Chinese character card; When counterpoising for have the initiative of firmly of king, bargainor in the product, he is brave in to break free from conventions, advertisement go ahead of the rest; In adversary people still surround a city in the country, when hitting one gun to change a place to make medium of communication, he has been used most the means of act artfully to get what one wants is built relatively sale network of the system...
Epilogue:
Operator dominant is worn the way that the company grows and destiny, to Protean market, of business operator " helm " should make pair of way; Way is more important than the choice, way is more important than effort; In the market, perhaps do not have the train of thought of sale without sale thought, random act, blind mount a horse, this can bring serious consequence to the enterprise necessarily; This shows, sale ideology is fragile, brought result will be enterprise destiny " overturn " .