2018 Business Leaders New Year Forum Participant Series Report 16
Jiang Xiaobai Chairman Tao Shiquan has confirmed Participate in the “New Change and New Beginnings & Mdash;— 2018 Business Leaders New Year Forum hosted by the Business Media Group. From January 24th to 25th, 2018, he will wait and see what kind of “wonderful words” in the theme round table forum of new consumption, new scenes and new experiences.
Tao Shiquan was a child of a large population from a young age. From the elementary school to the junior high school, I took the first place in the exam. When I was in junior high school, I occupied the first place in the grade for a long time, until I was sent to the key high school.
This is a child who is not very embarrassed. He began to rebel in adolescence, and he loved to play basketball and his class began to fall. After the college entrance examination, he was admitted to Liaoning University of Science and Technology. The only surprise was that he took the first place in the county as a science student. He said that he could start to feel the joy that his talents bring to himself.
This kind of thinking that seeks to lead to pleasure has always dominated the entire university career. “My major is mechanical engineering. I can expect to see the situation after graduation. Everyone is a rising channel, from technicians, deputy engineers, to senior engineers, wages from 1000, 2000 to 5000 … … these are Can be calculated. For me, anything that I can calculate will quickly lose interest. I don’t like to be like others.
Therefore, since he entered the university, he made up his mind to learn to put him in the second place and to shift his energy to other aspects. Writing, taking part in student work, becoming a literary youth, student leader, and organization-sized activities, he quickly became a man of the school.
I will lead the business with a big brother
In 2000, most people still wondered why OICQ was a penguin, or when they thought about how to make a cool online name. Tao Shiquan started the Internet cafe in the school. At that time, the computer was still very rare and expensive. He went to Sanhao Street in Shenyang to buy a lot of parts, assembled his own computer, installed programs and software, and even managed the LAN. He was not a computer professional, but he personally installed a computer.
The Internet cafe opened smoothly, charging 10 yuan an hour, and the business is hot. Tao Shiquan shouted for help from his brothers and friends, and arranged for them to pay and pay. Recalling that period of time, Tao Shiquan joked: “With the brothers mixed and mixed, there is really a feeling of being a big brother.
In addition to opening the Internet cafe, he also runs a film festival, a guitar training class, and a ballroom dance training class. When he graduated from college, he earned 50,000 yuan by doing business and married several peers. street. His talent in business is unmistakable.
As a vice president of the student union of the school, and published a lot of articles, the ability to express organizational skills is very good, Tao Shiquan was recommended by the school as a civil servant or to a large state-owned enterprise, but he resolutely gave up. He knows what he wants, how to get there, “ Whether something is right or not is not what others think, but lies in your own ideas.
After graduation, he entered a well-known private enterprise in China. When I first entered the workplace, I graduated for three months, and the salary rose from 850 yuan to 8,600 yuan. Then, in two and a half years, I got the position of the general manager of the branch, with an annual salary of hundreds of thousands. At that time, he was only 26 years old. When he joined the branch, the younger sister at the front desk was older than him. Although he is young, he is calm and has excellent performance. His 120 people are very convinced.
Old taste, he wants to create a new world of Chinese wine
In the course of his career, he often compares Chinese wine industry with foreign wine industry and thinks about it. The difference. In life, he is constantly observing: Why do people go to the bar, go to the ktv to drink beer, do not drink white wine?
& ldquo; Maybe young people will think that liquor is more soil, but what is the reason for this soil? If it is the reason for brand tonality, it is necessary to change it. I thought a long time ago, why can’t Chinese liquor try to open the young market? I think this direction is certain.
From the idea to the making, Jiang Xiaobai, from financing to buying wineries, from research market to market, Tao Shiquan spent only half a year before and after. The first generation of Jiang Xiaobai dialect was born, personalized packaging and vivid and interesting quotations quickly attracted the attention of consumers and quickly had a large number of fans. For the first time, many people know that white wine can be so young and individual.
It’s a surprise and fun to play
Jiang Xiaobai always brings surprises to consumers. Co-published a number of songs with young musicians, such as “I am Jiang Xiaobai 2016”, “Come in Chongqing” in 2017, “Hello Chongqing”, etc., and quickly became popular as soon as it was launched; “Youth Art Support Program; “All things grow, “See Meng World” and many other youth art exhibitions; in 2016, Jiang Xiaobai’s YOLO music scene will be held; in addition to the continuous innovation of wine bottle packaging, various Wenchuang surrounding areas have become quite It is sought after by young people; the next page will be the animation of Jiang Xiaobai’s image, “I am another one in Jiang Xiaobai’s world”, which is expected to be in the market in 2017 ……
Tao Shiquan said: “Fun and fun is what we have been pursuing. I often talk about a logic, that is, to satisfy the function, you can enjoy romance.
This is also his thinking of doing business. Different from the serious and regular atmosphere of the company, Jiang Xiaobai’s employees spontaneously organized the team, basketball club, skate club, billiard club … … everyone often gathers together on weekdays, and Tao Shiquan often participates with them. Kind of competition. There is also a billiard room in the office area. The work is bothersome and the head is pasted. You can temporarily throw it to the side, play two rounds of billiards and come back.
“ Who said that you must wear business attire, is a good company in a high-end office building? That is a prejudice. In his view, the function of the company is to help people get things done together, in addition to being romantic and rebellious.
“ Just like I think that our company should become very literary, it can’t be a purely utilitarian organization at any time. But to be a company, first of all it must be utilitarian. You have to be able to turn it into an efficient organization. Otherwise, you can talk about your feelings and only burn money without making money. That is nonsense. How can you qualify to talk about literature and romance? /p>
Jiang Xiaobai’s annual sales growth has remained at 100%, which is a shocking chin speed. It also allows Tao Shiquan to be sold by CCTV, “Sales and Markets.” “The magazine and other institutions awarded the title of “Crazy Trailblazer.”
He also feels crazy, but that’s a kind of “rational madness:” “All I am not willing to try the adventures that I can’t control. In terms of risk, he said that he is a particularly conservative person.
Like the roller coaster and bungee jumping behaviors, he is not willing to try, and feels not at all irritating. “Don’t break the rope, the roller coaster will suddenly stop, even if only one in ten thousand of these things happen, but it does not happen completely uncontrollable to me. But if it is a bicycle, it will be different. Many people think that driving a car is dangerous. In fact, it has professionally trained driving skills. In the closed track, you control it to command it, and to judge and manipulate the feeling accurately. Even if there is an objective danger, most of the cases are still in the situation. In your control, as long as you can control it, it is safe.
Pull away from the tradition until it is completely detached
Liquor is a traditional Chinese wine, and it is not surprising to make it a time-changing change for better inheritance and development. But surprisingly, Tao Shiquan said: “I hope Jiang Xiaobai and the tradition continue to open the distance until completely detached.
This sounds incredible, but according to Tao Shiquan’s style of not taking the usual path, there must be articles in it. If not, he explained: “There is no contradiction between the two. What we have to do is to drink better, and the Chinese wine that can be accepted by everyone is to be made into the “new world” of Chinese wine. And internationalization.
Jiangji Winery can be said to be an important step for Jiang Xiaobai to create a new world of Chinese wine. In the past ten years, Tao Shiquan went to Germany, France, Italy and other countries to inspect the wineries, and sprouted the idea of introducing the concept of foreign wineries and country clubs into the country.
In recent years, Jiang Xiaobai has acquired a century-old winery in Chongqing Jiangjin, and expanded the farms and wineries in Baijin Town of Jiangjin, gradually building a complete industrial chain from upstream raw material supply to downstream brewing production. This is not all. What Tao Shiquan wants to do is a Chinese-style winery with a humanistic, natural and experiential experience.
Enjoy Contradictions and Contrast
Many people know that Jiang Xiaobai’s brand ability is very strong, marketing is doing very well, but often overlooking its product quality is actually very good. Take the technical level, there are a total of 6 national jury members of professional winemaking technology in Chongqing, Jiang Xiaobai accounted for 3; Jiang Xiaobai accounted for 7 of the 10 provincial judges in Chongqing. Not to mention that in the past few years, there has never been a quality accident.
For Jiang Xiaobai, there is a place where grievances are caused. Brands and marketing are easily perceived, but they hide the competitiveness of the product itself. “We are just not used to shouting in the media every day how good it is in technology. If our quality can raise 20%, we are willing to invest 200%.
Tao Shiquan, who has always been very clear about what he wants, has many contradictory and contrasting ideas in these respects.
“ In marketing, I hope to do light, production is heavy, this is a contrast; I am a very patient and acute, I hope that all the company’s business operations are extremely fast, but I hope that we can expect to achieve long-term value with great stability and patience; I hope that the company’s strategy and tactics are calm, but hope that the team is active, innovative and even rebellious; I am extremely deliberate about process control, but The final result is rather arbitrary.
The reason for this is that he sums it up in one sentence: “I hope that the results we bring to others are greater than our expression.”
When the interview came to an end, I asked Tao Shiquan, if time goes back to what he wanted to do ten years ago.
He did not hesitate to answer: “It should be these things, although it is not necessarily the industry, but it will be fresh and fresh.” I don’t like being like everyone else. Once I find out who I am studying, or who I am, I will lose interest immediately. I can only be myself. Jiang Xiaobai can only be Jiang Xiaobai. Cannot copy or copy.
Author: Zhu Yajie
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