Shi Yuzhu entrepreneurial history can be divided into two halves from top to bottom - 1997 years ago, a giant and the giant after 1997. Before 1997, most scary, shouting slogans "do China's IBM", rampage, finally defeated. Leave a grassland rampant residential flats, plus several hundred million dollars huge debts. Died once, before we know the taste of death. This is 10 years, Shi Yuzhu cautious, careful, selling Melatonin, investment banking stocks, into online games, in the midst of ruins, the twinkling of an eye refining the more than 500 billion of wealth. Shi Yuzhu why in the second half, "All The President reversed?" Yes, he did master a set of unique housekeeping tips, and to create a few samples for their own arena aspect of "top-level equipment."
Intermission of the insights
Although not new, but still it is necessary to say something about Shi Yuzhu resume before 1997.
Shi Yuzhu, born in 1962 in northern Huaiyuan County in Anhui Province. In 1980, Shi Yuzhu to the county total score first, Mathematics 119 points (out of 120 points) admitted to the achievement Department of Mathematics, Zhejiang University after graduation, assigned to the Anhui Bureau of Statistics, when he was 24 years old. As a result of outstanding, was as the third echelon and sent to Shenzhen University study.
However, after reading graduate students, Shi Yuzhu determined to start his resignation. When he boarded the plane to fly to Shenzhen when the body all the belongings that Dongnuexijie 4,000 yuan, and his efforts to spend 9 months developed the M-6401 Desktop Publishing Printing System.
August 2, 1989, he used newspapers, "Computer World" first hit advertising money to the time difference, with all of the 4,000 yuan made a 8400 yuan of advertising: "M-6401, a historic breakthrough." 13 days later, Shi Yuzhu be deemed to be 15.82 thousand yuan; a month later, 4,000 yuan ads in exchange for return of 100,000 yuan; 4 months, the new ad for his input again earn back 1 million.
This year, Shi Yuzhu had founded the company's idea, he thought: "IBM is an internationally recognized blue giant, I do have to become the company's IBM, would rather use the 'giant' named after the word company."
In July 1991, "giant" implementation of the strategic shift, the headquarters moved from Shenzhen, Zhuhai, "Zhuhai Giant New Technology Company" quick upgrade "Zhuhai Giant Hi-Tech Group," which consists of eight branches. This year, M-6403 Desktop Printing Systems 28000 units were sold, profit 35 million yuan. To July 1993, "Giant Group," a wholly owned subsidiary had grown to 38, second only to the "Stone's" in the country's second largest private high-tech enterprise, with M-6405 Han-cards, Chinese Notebook PC , pen computers, five leading products.
In early 1994, a giant building ground-breaking. This was originally planned to build 18-storey building, in the crowd sought-and leadership were encouraged to keep increasing the height, from 18 layers to 38 layers, 54 layers, 64 layers, finally upgraded to 70 layers, known as China's first high-rise at that time, the investment from 2 billion to 1.2 billion. Shi Yuzhu basically a way of financing and sale of flats fund-raising, raising more than 100 million yuan.
Also in 1994, Shi Yuzhu found that the rapid development of computers, Han had lost the card are necessary, if it continues to engage in software, carry, but rampant piracy, so a portion of their attention to the health care products, brain gold project started.
In 1995, the Giants launched the "three battles", the 12 kinds of health products, 10 kinds of drugs, 10 together with several software market, advertise a million. Shi Yuzhu by "Forbes" as a continent rich 8th place.
Giant Building emergency funds in 1996, Shi Yuzhu decided to health care products in all the funds transferred to a giant building, health care products business due to capital "blood" excessive, coupled with poor management, the rapid ebb. Giant Group perilous. The brain of gold sales of 5.6 billion, but Black has more than 300 million accounts.
In early 1997, a giant building is not completed on schedule, the parties have come creditors, a giant cash flow and complete rupture, the media, "carpet-style" giant reported a financial crisis. Soon, only completed the equivalent of three-story building ground floor lobby of a giant suspension, until now. With the "giants fall," Shi Yuzhu dismal debt of 250 million left in Guangdong, "going north" of anonymity.
……
"At that time was poor, dun creditors, lawsuits, account numbers were all seized."
"The poor are to what extent? Just to the executives with all mobile phones sold to recover the entire company where I was the only one people have mobile phones, we have a very long time did not receive a penny wages."
10 years later, in August 2007, Shi Yuzhu mansion to reporters in Shanghai, Guilin, revived memories of the feelings of the cause of the trough.
Learn his lesson, Shi Yuzhu into hard to myself: what is wrong with me? He was afraid that they think they are not thorough, the newspaper article calling him a chapter and then read, the more criticized them relentlessly to read more and see other people for his failure "diagnosis", but also special organization "internal struggle sessions" so that people around him with the fire.
In a variety of strong medicine of "topical oral administration", the Shi Yuzhu has finally lost a calm, lost the record straight. This carrying a huge debt of 250 million yuan, "China's first negative", completed in 1997, the most significant change in life. This change in turn became his re-emergence, a greater career success "capital."
"It's 10 years, I am always rest on our laurels. If his savings eaten, and I am sure also dangerous."
So, Shi Yuzhu the "capital" What is this?
Shi Yuzhu has set for itself is that the three "iron law";
1, we must always maintain a sense of crisis at all times to beware of the company tomorrow, will suddenly collapse at any time prepare for the worst outcome; 2 shall not be blindly, hastily to diversify their business; 3, allow enterprises to always keep plenty of cash flow.
In addition to Shi Yuzhu there is a greatest achievement, that is, research to understand consumers.
In this regard, Shi Yuzhu the most painful experience.
"February 10, 1995, I issued a 'three battles' of the 'general mobilization order', advertising campaign I have personally presided over the first week smashed the 50 million nationwide advertising costs, to the whole of China is a sensation, and we In the major cities is not a full-page newspaper advertisements, is collapsed version (ie, two full-page together), and bright. "
"May Subsequently an assessment, visibility, and concerned about the degree of both, but the advertising effect is zero, because we do not know what consumers want." In Shi Yuzhu view, this is the starting point for his decline.
"Since the 'three major campaigns' failed, I would develop a habit, who is spending my product, I put him to study thoroughly. A day without studying thoroughly, I'll pain the day."
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