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深圳特区40年特写 | 小渔村变身大都市 小金罐撬动大市场

2020-08-26

40nianqian,yeshizheiyanghuorede8yue,shenzhenjingjitequzhengshijianli。40nianlai,shenzhenyiganchuangganshidejingshenjilizheyipipixinhuaimengxiangderenqianlaichuangye,binghezheixierenyiqi,chuangzaolejushizhumudesuduyuqiji。zheiqizhong,jiuyouzhongguogongnengyinliaoxingyedelongtouqiye——zhongguohongniu。

1995nian,huaichuaibaoguoreqingdehuabinjituandongshizhangyanbin,shouzhongguogaigekaifangrechaodeganzhao,daizhe“bagongnengyinliaojieshaojiguoren”delinian,zaishenzhenzheipianretushangchuangbanlezhongguohongniudeqianshen——shenzhenhongniu,yeyoucikaiqilezhongguogongnengyinliaodepobingzhilv。“kelehehongniu,kunleleilegengyaohehongniu”、“nidenengliangchaohunixiangxiang”。jintian,zhongguohongniubujinjinshijiankangyinpindedaiyan,gengdaibiaozhezhuiqiuzhuoyue、tiaozhanjixiandejingshen。

敢闯精神:逢山开路,遇水架桥

幸运赛车官网“shangshiji90niandai,wolaigongsishishichuna,gongsijiusiwugeren,dangongsifazhanshensu,daoniandigongzibiaojiuyouliangsanyele。”hongniugongsilaoyuangong、shenzhenfengongsicaiwufuzerenhuiyidao,gongsigangchuchuangjiukuaisufazhanleqilai。

“dangnianwocai30sui,zaishenzhenyijiaguoqizuojinchukoumaoyi。neinianbeihongniuzhangyuandefazhanlixiangheyandongshizhangshiyebaoguodeliniansuoxiyinguolai,huaizheyigezaishenzhengongsizuokaihuangniu,zuofendouzhedexintailaidaozhongguohongniu。”zhongguohongniugongsilaoyuangong、xianrenzhongguohongniunanbudaquzhurenjianshenzhenhongniugongsifuzerenzhangjianminghuiyishuo。zaineigeniandai,huaizhemengxiang,laizizuguogedidenianqingrendoulaishenzhenqiufazhan,yidaiyidaidehongniurenzaizheilidapinzaizheilichuangye,shidezhongguohongniuchengweijintianzhongguoyiliudegongnengyinliaogongsi。

“bishideyinliaoxiaofei,yipingliangsankuaijiuyijingshitingshangdangcidele,danyiguanhongniudingjia6yuan,bieshuojingxiaoshangbuganjinhuo,jiushiyouxiehongniuyuangong,yebuganxiangxinzheiyangguideyinliaonengyourenmai。”zhangjianminghuiyichuangyedejiannan,“xianzaihenduolingdao、zhuanjiahexingyerenshidouzaigankaihuopeifuyanbindangniandezhangyuanyanguangyujiandingyizhi,danzaidangshixianshiqingkuangqueshihennan。hongniushouxianluohushenzhenshifeichangruizhidexuanze,wulunshihongniushichangzhunru、zhongwenshangbiaozhucehechanpinxianxingxianshi,bujinshoudaozhengfuhezhengcezhichi,yeshoudaoshenzhentequjianshezheneigu‘ganchuangganshi’dejingtouguwu。bunulichangshi,youzenmezhidaobuxing?‘fengshankailu,yushuijiaqiao’deqiyejingshenyeshineigeniandaitichulaide,xianzaichenglehongniurendejingshen。”

幸运赛车官网zaizhongguohongniuchenglidediyinian,shangzhizongjinglixiadaoyewuyuan,dajianingchengyigusheng,yidianyidiandishicuo,buduanxunqiugaibianyutupo,congzhanzailubianyiguanguandizengyin,dao4guan、6guankaishipushi;congbuyanqifandijieshishenmeshigongnengyinliao,daozhaozhunmubiaorenqun,xiaoliangyukoubeijundedaoxianzhutisheng。zhongguohongniuxiangshenzhenyiyangfeisufazhan,yong8nianshijianshixian0dao10yiyuanxiaoshouedetupo,youyong8niantupo100yiyuan;ercong100yiyuandao200yuanyiyuanxiaoshouejinyongle2nianshijian;2015nianchaoguo230yiyuan,cihouzhongguohongniumeinianbaochi200yiyuanshangxiaguimodexiaoshoue。2020nianshangbannian,zhongguohongniubanniannishixiaoshouyue134yiyuan。zhongguohongniuchenglidiyinian,shenzhengongsideyingyeehaibudao1000wanyuan,xianzaishenzhengongsi(hanhuizhou)nianxiaoguimowendingzai10yiyuanzuoyou。

解放思想:不找市长找市场

ganchuangganshideshenzhen,shixinsixiangxinguanniandeyigezhongyaofayuandi。shenzhendefazhanshi,jiushiyibuyisixiangguanniandajiefangtuidonggaigekaifangdatupodelishi。zhongguohongniudefazhanshiyishiruci。ganchuang,shanchuang。

jiandingdixiangxingongnengyinliaodefazhanqianjing,yingnanershangdiyiguanguanpushi,shihongniudeganchuang。erdapoyinliaoxiaoshouxingyedeyixieguyou“taolu”,zeshihongniudeshanchuang。hongniumeiyouyikaishijiuqiangdiaoshizhanliang,jijingxiaoshangpinmingyahuo,ershilaizhaokehu,baxuqiuduanxiandakai,“manhuoaozhou”,jishixiang、jibaixiangmanmandizengliang,baozhengmeiyibudouzoudezhashiwending。

红牛在那个年代就很注重营销,在第一年营业额只有1亿元的情况下,就颇有前瞻性地在1996年春晚以1.3亿元打出“红牛来到中国”的广告,随后又设计出经典广告语“渴了喝红牛、困了累了更要喝红牛”,并进行了大量的市场投放。据很多红牛的一线员工回忆,正是在这样强势又鲜明的广告宣传下,红牛很快被人们所熟悉并接受,其认知度和销量也有了显著的提升。
幸运赛车官网红牛投入大量的精力和时间去寻找目标群体,培养消费者习惯。最经典的案例就是出租车司机,当时深圳是我国改革开放和对外交流的前沿,几乎每天每个时段都有旅客往来,出租车几乎是24小时营业,秉持“时间就是金钱”的观念,大部分出租车司机都是两班倒,因此他们特别需要抗疲劳的产品。红牛员工敏锐地发现了这个市场需求,从赠饮开始,让司机们亲身感受红牛产品的功效,通过口口相传,红牛迅速在出租车司机消费群体中站稳了脚跟。

hongniuzaiyinliaotuiguangdechuantongzhendizhiwai,tuozhanle“gongchangdian”zheiyixindequdao。shenzhencengyouyiduanshijian,shichanyegongrengaodujizhongdedifang,hongniudeyuangongfaxian,zaigongchangjizhongdequyu,meigeyue15ridouhuiyouyigexiaoshouxiaogaofeng。dangshideshenzhenjiagonggongchangweiyudichupianyuandelonghuazhen,hongniudexiaoshourenyuanpaolehaojitangcaizhongyunongmingbai,yuanlaimeigeyue15rishigongchangfagongzideshijian,meicilinggongzishigegegongrenxiaozudouyaokaihuizongjieyixia,shanggeyuesheizuodehaozhidebiaoyang,erxiaozuzhangjiuhuizitaoyaobaogoumaihongniuzuoweijiangpin。hongniunengbeixuanzhong,chuleyinweihongniuzhendeyoutishenxingnaokangpilaodegongxiao,haiyuhongniudingjiayouguan。yiguan6yuandedingjia,cengbeishiweidakaishichangde“zhangai”,erxianzai,jiantingdejiageranghongniuchengwei“gaodang”dedaimingci。

zheiyijianjianningjiezhehongniurenchuangyexinxuedeshiji,laizidongshizhangyanbinyizhiyilaidepanduan:buzhaoshizhangzhaoshichang。erzhei,yeyushenzhenzuoweijingjitequdefazhansilubumouerhe,huozheshuo,zhengshizaishenzhen,cairang“shichanghua”desiweishenruhongniuxuemai,peiyuchuanzhaojingjiguilvbanshide“guifan”qiye。

恪守底线:紧随示范区砥砺前行

幸运赛车官网zaisiweidajiefang、ganchuangganshidetongshi,zhongguohongniuyeyouqigushoudelingyimian。zhongsuozhouzhi,zaigaigekaifangdechuqi,henduochuchuangqiyeweilezhuiqiukuaisufazhan,xijieshangdedongximeiyoubanfazuodehendaowei,liuxiaxuduolishiwenti,zhongguohongniuyizhijinliangbimian。shenzhenhongniulaoyuangonghuiyi,yanbinzaihongniuchuangliyishi,jiujigongsidingxialeyaozuo“bainianlaodian”demubiao,zaoqicongchanpinpinzhidaoshichanggongzuoyijicaiwuxijie,douzuoleyangedeguifanheyaoqiu。1996nian7yue1ri,zaiyanbinshengrihuishang,tadui188mingyuangongqiangdiaoyaozhangyuandituijinpinpaijianshe,yaozhazhashishijinxingshichangtuozhan。shenzhenhongniuheshehuigejiedeguanxiyefeichangrongqia,yezhujianbeiyuelaiyueduodexiaofeizhesuorenke。

shenzhenshizuixianganshou2008nianquanqiujinrongweijideneidichengshi。bishi,shenzhengedajingxiaoshangweilejiejuekucunjiya,shixiankuaisuhuilongzijin,buxijianghongniudijiaqingxiao,shenzhenfengongsitichu“jiagejiushishenzhenhongniushichangdeshengmingxian”,zhiyoushouzhujiage,cainengquebaocongchangshangdaojingxiaoshangdaohezuohuobandemeiyigehuanjiedouyouhelidelirun,cainenggenghaodizuohaoxiaofeizhefuwu。

“mianduidangshihunluandeshichang,shenzhenhongniugongsiliwankuanglan,zuizhongyonglesinianshijian,sancijiagegaigecuoshi,ranghongniushichangjiagezhonghuizhidaojia。”qizhongyigecuoshirangshenzhenhongniubaoanjingxiaoshanglichuzhijiyishenke,dangshishenzhenhongniujiangquanqujingyingzhibiaoyugegejingxiaoshangshichangzhengheqilai,yangeguankongshichang,suoyoudeniandihuirangzhengcezegenjugegejingxiaoshangsuozhanbilijinxingfenpei,“ruciyilaijiujiejuegegejingxiaoshang‘yilinweihe’dekunjing,rangdajiajingerwangyichushi。”

幸运赛车官网“dansuizheshichangdetouruzengjia,hongniupinpaiyingxiangliyeyuelaiyueda,yixiebufachangshangbiantongguozousimingyixiaoshougezhongbanbende‘hongniu’chanpin,dabufendoushibufashengchande。”lichuzhizoufangshichangfaxian,tadeyigezhongyaodefenxiaoshangkehuyezaiqizhong,“yougefenxiaoshangyibianmaiwodechanpin,yibianyouxiaoshoubufachanpin。”

“ruguowojubaole,yehuiyingxiangwodexiaoshou。‘shadiyiqianyezisunbabai’,danweilezhenggehongniudexiaoshou,wohaishixiezhugongshangbumenduiqijinxinglechachu,kouyaleduifang1000duoxiang。”dangnianzheigeshuliangzukeyirangrenqingjiadangchan,lichuzhidangshiyeshouguobushaoweixieheliyideyouhuo,“baozhangpinpaichangshanghefaquanyi,yeshibaozhangxiaofeizhe、kehuhewozijidejingyingliyi,changshanghejingxiaoshangbixutonghuxigongmingyun,gongtongqingchujiamaohebufachanpin。”lichuzhishuo。

zhengshiyinweibeihouyouzheiyangyanjinguifandetixizhichi,shangyedixiandejianshou,cainengrangshenzhenhongniuxiangwaituozhandebufadatabuqianjin。zaiyanbin2005nianzuoyoutichuhongniuxiaoshouyaotupobaiyideshihou,kenengmeirenxiangdao,zheigemubiaohuizheimekuaizai2012nianshixian,bingqiezaijiexialaideliangniantupo200yiyuan,chengweizhongguoyinliaoxingyedanpin2niantupocong100yiyuandao200yiyuandechuanqi。

jingguo40niandefazhan,shenzhenyijingcongyigemomowuwendebianchuixiaozhenchengweizhongguodejingjizhongxin、kejichuangxinzhongxin、quyujinrongzhongxin、shangmaowuliuzhongxin,jingjitequyeshengjichengwei“zhongguoteseshehuizhuyixianxingshifanqu”,shenzhenjiangjixufahuiganchuangganshidejingshen,weizhongguodefazhangongxianliliang。erzhongguohongniu,zheizhidanshengzai“gaigeretu”shangdetuohuangniu,jingguo25niandebilulanlv,yejishenguoneiyinliaodachangqianwu,yongyoushuwanmingcongyezhe,chengweifugai400wanzhongduanxiaoshouwangdiandelongtouqiye。weilai,zhongguohongniuyejiangjixufayang“fengshankailu,yushuijiaqiao”dejingshen,weizhongguogongnengyinliaoxingyedefazhandiliqianxing。