Chapter 405: Renegotiating the Bid King

Su Jindong sat down and took two mouthfuls of rice into his stomach. He was really hungry after the meeting. He almost chewed his tongue after two mouthfuls. He said: "During the meeting, I also heard some complaints. There are some problems in the crab environment..."

This is an economic era where marketing is king. Even the success of Aida Electronics is due to Zhang Ke's far-sighted marketing strategy to the greatest extent. The self-expansion of employees in the marketing department is inevitable, even employees in other departments will take it for granted that the importance of the marketing department in the company's overall situation will be overstated. Novel chapters are updated the fastest

After Zhang Yanzhou was transferred to be in charge of Xinguang Paper, Yang Yun was appointed as the director of the marketing department, and Lu Qingsheng, who was in charge of production, was appointed as the vice president. What he actually did was to put the marketing department in a relatively unimportant position. In fact, to a certain extent, it exacerbated the imbalance in some people's hearts.

The stick is not something that can be swung on anyone's bed casually. After chatting in the box for a long time, Zhang Ke raised his hand and looked at his watch. It was already past eleven o'clock. Liu Minghui hadn't called him at this time, so he was somewhat disappointed. , and there is no need to wait any longer.

...Nilongdao

The crescent moon hangs in the sky, and the moonlight outside the car window is like the sea. It is autumn in the true sense of Haizhou City when it enters October. In late October, there will be a burst of autumn rain and a burst of coolness. "Fiction" novel chapters are updated the fastest

The car window was opened, and Zhang Ke looked at the huge Xiangshan mountain in front of him through the car window with his elbows. The lights on the mountain were sparse, and it was more like a huge shadow standing in front of him.

Yang Yun drove by himself, turned into Tonghai Road in front of Xiangshan Mountain, and headed towards his family's Guanyang Town: Zhang Ke asked Su Jindong to take his car back to the city together.

The south cliff of Xiangshan Mountain is steep, and the only road that circles to the gate of Xiangshan Forest Park halfway up the mountain goes up from the northeast corner of Xiangshan Mountain. There are several K stores at that intersection, with neon lights flashing, and it is quite popular. Passing the Xiangshan intersection, I saw two people standing in front of a K door at the intersection talking, with cigarettes in their hands. One of them is Cao Xinyang, director of the South China Office of the marketing department, and the other, Zhang Ke is very familiar with, is Xie Zhan, the general manager of Kewang Electric who once almost brought Haiyu down, and is now the general manager of Kewang Electric. The two of them probably drank too much inside, so they came out to smoke and breathe. Nilongdao

"..." Su Jindong looked at Zhang Ke, a little worried about his reaction.

South China is one of the most important market areas for Aida Electronics. Since the electronics industry in South China is relatively developed, most DVD player manufacturers are concentrated in Huadu, Zhongshan, Guangzhou and other places, making the South China market the most competitive. The market share of Aida Electronics in South China has never exceeded the national average level, which is the main reason. Cao Xinyang is quite capable.

"I said before that whoever thinks that he has mastered the channel has mastered the lifeline of the company, I will never keep him." Zhang Tie said a word easily,

"Chint and Jincheng jointly established Dikewang Electric Co., Ltd. in the past two or three months. It is quite normal for them to want to recruit some people they need from Aida Electronics..." These things have long been possible. As I thought of it, naturally there was nothing too unexpected.

Fu Jun didn't stop driving, and left the K behind in a blink of an eye. Su Jindong still looked back with some anxiety. Cao Xinyang and Xie Zhan were already blocked by the house, thinking that it would be easier for Cao Xinyang to be alone.

"I have considered before, is it possible to separate sales and marketing into two departments, let Yang Yun be in charge of brand operation, and set up sales companies by region under the sales department?" Su Jindong said.

"Set up a sales company to appease the princes from all walks of life?" Zhang Ke smiled. Said, "This is a good way to appease the princes from all walks of life, but it is not necessary..." Zhang Ke's original intention was to suppress the princes from all over the country and set up a sales department. This is not the situation he wants to see, "The focus of the marketing department should be in the marketing headquarters, not in each region. A sales department should be established.

It is only to set up a sales branch under the marketing department to be responsible for the actual sales work. Sales is not that important in my eyes, even if the sales offices in all regions are cancelled, it will not matter. Sales jobs in a province. A regular sales engineer assisting a local dealership can do the job..."

The relationship between Aida and various distributors has always been that Aida is in a strong position, and the focus of the marketing department is to strengthen the position of the Aida brand in the market. It also strengthens its position in the hearts of channel dealers. Sales work has never been the focus of the marketing department.

Su Jindong saw that Zhang Ke did not agree to separate the sales work from the marketing part and set up an independent department. He sighed softly. Liu Minghui did not have much experience in brand operation, and it was impossible to immediately transfer Yang Yun to another position and let him replace Yang Yun. Yun went to be in charge of the marketing department. As for how Liu Minghui should arrange it, he was not able to suggest it.

Zhang Ke looked at the night outside the window. He hadn't arrived in the city yet, and the night outside the street lights was silver-gray, as if covered in fog.

"Other things are stable first." After sending Su Jindong off the car, Zhang Ke said to him, "I didn't do what I should do today, so let's continue tomorrow."

The sales executives from all regions were called back mainly to discuss the market next year. Su Jindong nodded and watched Zhang Ke and the others leave.

Early the next day, Zhang Ke asked Fu Jun to pick him up and go to Yilong Town. Before the meeting, he announced the decision to punish Xiao Yiqun, an employee of the South China Office of the Marketing Department. According to the company's regulations, Cao Xinyang, director of the South China office, and Liu Minghui, deputy director of the marketing department, were fined 500 and 1,000 yuan respectively, which was a not-so-surprising end to the matter.

Su Jindong announced the punishment decision, which was not considered a major punishment. The people below didn't say anything, but Cao Xinyang and Liu Minghui couldn't look too good because of the involvement.

Zhang Ke cleared his throat, and went straight to the topic, seeming to have completely forgotten what happened yesterday, and said: "Today we will discuss the city plan for next year, and the detailed plan will be drawn up before November. If Aida Electronics continues to win next year's market success, it depends on whether everyone here can really be called an elite in this country." Everyone here knows Zhang Ke's level in the market, which can be called, After hearing his words, of course it is impossible to be complacent. Zhang Ke's expression eased, and he said, "Aida Electronics' sales are expected to be four billion this year. It is the mutual encouragement of everyone. Next year's sales target, we will I hope that domestic breakthroughs can be made, and at the same time, overseas sales work will be carried out with greater efforts. Strive to achieve a sales volume of one billion yuan, and the city plan for next year will also be based on these goals. The budget for marketing investment is also based on forecasted sales. Basically, I think the domestic part can reach 600 million. In addition to the centralized advertising investment of the marketing department, it will also increase the investment in regional advertising. Regional advertising is based on sales divisions, and the total amount is controlled at two Within 100 million, the budget ratio between each sales area is determined by the sales volume..."

When Zhang Ke reported such data, all the expressions in the audience were shaken. Nilongdao

The marketing budget of Aida Electronics this year is close to 300 million yuan. At this time, 200 million yuan has actually been spent, most of which were spent by the marketing headquarters. CCTV invested more than 100 million yuan, and each sales area can control the advertisements. The budget is very limited and is strictly controlled by the headquarters.

Next year, the overall advertising budget will be doubled. Regional advertising is divided into sales regions. It sounds like this means that the company intends to increase the autonomy of each sales region in advertising. A large sales region like South China may be able to control an advertising budget of 30 to 40 million next year. In today's society. Only by mastering financial power can one truly master power. This news is naturally exciting.

"Next month's CCTV bidding, are we bound to win?" Su Jindong didn't think too much about the sales area's control of the advertising budget. He set aside such a large chunk of next year's advertising budget. Naturally, the goal is to point to the next year's CCTV bid king. He has some Surprised, he turned his head and asked Zhang Ke. During this period of time, I haven't heard Zhang Ke mention this matter, thinking that Zhang Ke will probably give up next month.

"Well. I believe everyone here is aware of the shrinking market of CCTV's King Confucian Banquet Wine last year. If Aida Electronics wants to continue to write a brilliant market next year, it cannot easily take off the halo of CCTV's King of Kings." , Zhang Ke looked at Cao Xinyang with deep eyes. Thinking about what Xie Zhan would talk to him last night, his eyes stayed on Cao Xinyang's face for a moment, and then continued to look at the faces of the people below, "Last year, we won the title of CCTV at a price of 80 million. It’s not so easy. First, our success will greatly encourage other video player manufacturers, such as Kewang Electronics. Their recent marketing efforts have been very strong, and they have obvious imitations of us. Maybe they will also influence next year’s CCTV bid king is interested. Second, CCTV may adopt the bidding method of open bids this year, and the on-site bidding will be more intense. I can be sure that next month will not offer a bid price of less than 200 million yuan, so we will do A budget of 250 million to 300 million..."

"Three memories..." Yang Yun said to himself, "Is it really necessary to use 300 million yuan to compete for the title of CCTV?"

"Last year when we gave 80 million yuan to CCTV, someone calculated an account for me, saying that we had to send a Santana to CCTV every day. In fact, this person didn't know that one Santana was not worth 150,000 yuan, two Santana is about the same," Zhang Ke said, causing a burst of laughter from below. He paused, and then said, "It is true that we send two Santanas to CCTV every day, but we have to drive two Cadillacs from CCTV every day. It was not until Cadillac that I sent Santana to CCTV..." Then he laughed again, Su Jindong shook his head, smiled and said nothing, last year he also had a lot of doubts about Zhang Ke's decision, Zhang Ke was born with the market. The ground is sharp, others are far behind.

There was a smile on the corner of Zhang Ke's mouth, seemingly proud, and said: "The market situation next year will be more complicated, and because it will be more complicated, it is even more important to win the commanding height of CCTV's bid king.

Of course, it is impossible to exchange Santana for Cadillac, and I want to drive two Cadillacs from CCTV every day, at least one Mercedes-Benz every day... You know, China will always be the most important car in the world. In the world, no matter how much we spend to compete for this market, we can always get enough profit from it. "

Having dinner in the company's restaurant at noon, Zhang Ke sat in a box with Su Jindong, Dong, Jiang Wei, Lu Qingsheng, Zhou Ping, Yang Yun, Liu Minghui and others for dinner. Zhang Ke said to Liu Minghui: "If it is possible, next year in the market Set up a sales branch and an overseas branch under the department to take charge of each sales area and expand overseas sales, can you write a draft for me..."

"Ah?" Liu Minghui looked at Zhang Ke suspiciously, "It was just mentioned in the meeting in the morning that the local advertisements are placed according to the sales area. Isn't it necessary to hand over the advertising budget to each sales area?"

"Next year, we will increase the placement of local advertisements, but it will still be under the overall control of the headquarters, with the assistance of the sales districts. It is impossible to hand over such a large amount of advertising budget to the sales districts below. There will be trouble. The division is just for more precision and convenience." Zhang Ke said, seeing the disappointment in Liu Minghui's eyes, he knew that he misunderstood what he meant during the meeting. Establishing a sales department under the marketing department to manage the work of each sales area is actually to downgrade each sales area, and naturally it will not increase the financial power of each sales area, so that these princes from all walks of life will support themselves.

Liu Minghui is now basically in charge of the three major sales regions of South China, Southwest China, and Central China. The advertising budget is controlled by the sales region, so he can control the advertising budget of the three sales regions, and the current advertising budget is assisted by Yang Yun. Responsibly, this also involves the biggest piece of power in the marketing department, and it is also an important reason why the marketing department has always had more weight than other departments.

Think about the one-year budget of a district in Xinwu City, which is only 600 to 700 million yuan. Zhang Ke can somewhat feel Liu Minghui's disappointment.