She was the youngest director and deputy general manager of China Beer Industry Group. After joining Tsingtao Brewery, she made the growth rate of Tsingtao Brewery in South China reach 270% for three consecutive years, and was known as the "iron lady of marketing". When another decade is about to pass, she has achieved the highest position of women in the world beer industry.
Be the director of your own life
"You don't want to command your own life, and life will arrange everything for you according to the routine. Once you get used to the arranged life, the meaning of life disappears. I dare say that there will be no wonderful stories in your life. "
When she graduated from college, Xu Yan had the opportunity to stay and teach, but whenever she saw a teacher with gray temples on campus, there was a strong voice shouting in her heart: "I am still young and don't need comfort." I want to temper myself in a wider society, where is my world. "
Nearly 100 college students, including graduate students, came to Zhujiang Beer with Xu Yan at the same time. She is not the brightest one. When he first entered the Pearl River Beer, Xu Yan started with such small things as pouring tea, water and showing people around. But she often has the opportunity to attend important meetings of enterprises. Although she is a newborn calf, she always stares at any possible opportunity and thinks about how to make more achievements.
Just three months after she went to work, the group encountered a crisis of canned beer sales. I don't know where I got the courage at an emergency work meeting. Xu Yan, who has never done marketing for a day, took the initiative to stand up: "I also want to try!" "
In fact, Xu Yan was not sure at the time. After some planning, she took six boxes with 24 cans of beer each and never looked back, and embarked on a road full of unknown challenges. If there is no hard seat, you can buy a station ticket to travel around. You can stay at a friend's house or stay at a small hotel for 2 yuan for one night. At noon, you often forget to eat. When you are hungry, chew half a steamed bread, drink some water and eat some oranges, and then continue to run around.
In just 20 days, Xu Yan ran 12 cities in one breath, but found nothing. It was the off-season of beer sales, and she didn't have any sales contacts. She doesn't even know where the dealer's door is open. Factory leaders have repeatedly advised her to go back early, but the word "give up halfway" is obviously not in her dictionary. Finally, Xu Yan won the first cooperative company in Zhengzhou. Under her rough and sincere sales promotion, the person in charge of the company smiled. After the first single signing was successful, she chased after it one by one and finally signed a sales agreement of 700,000 yuan. Interestingly, those marketing veterans who went on business trips failed one after another, while Xu Yan only spent 290 yuan.
"A Preliminary Trial of Hoof Sound" in the Field of Public Relations
Xu Yan's first electric shock public relations field was also in Zhujiang Beer. At that time, there was a public relations craze in the society, and the leader put her in charge of this new field of public relations. Although it is only a small stage, she intuitively feels that there is much to be done in the future.
1988 In the summer, when the national diving team returned from Seoul (renamed Seoul in 2005) Olympic Games, a group of divers, represented by diving queen Gao Min, made a tour report all over the country. Sitting in my office, Xu Yan had a whim. Can the national diving team visit the enterprise? After getting the support of the marketing manager, she took action immediately.
Xu Yan first knew who the team leader was through a friend and the specific time when they arrived in Guangzhou. In order to ensure that every star of the diving team can come, she even figured out the relationship between them, such as who may come, who can't come, or who can't come will not come.
At that time, the national diving team lived in Ersha Island after arriving in Guangzhou, and Xu Yan was away for a long time. Finally, he seized the opportunity and successfully persuaded the team leader to lead the diving team to visit Zhujiang Beer. After that, she kept in touch and coordinated with provincial TV stations, major newspapers and enterprises sponsored by the plan. On the day of the visit, Xu Yan was full of pride when the mighty national diving team entered the factory.
After this activity, Zhujiang Beer was fully publicized without spending a penny, and Xu Yan's "first attempt to cry" in the field of public relations was a great success.
Seeking common ground while reserving differences and vowing to achieve the goal
1998, Xu Yan, 34, is the youngest deputy general manager in the history of Zhujiang Beer. However, it is difficult for the imprisoned Zhujiang Beer to realize its dream in the beer industry. By chance, she saw the news in the newspaper that Tsingtao Brewery was recruiting marketing presidents around the world. In her view, this means that Tsingtao Brewery, which has a history of 100 years, can put down its shelf. At that time, Tsingtao Brewery was mainly concentrated in East China markets such as Shandong, and its market share in the five southern provinces was almost zero. She met Peng He, then president of Tsingtao Brewery. Before joining Tsingtao Brewery, Xu Yan earned more than 200,000 yuan a year, while Li Guirong earned only 60,000 yuan a year.
After joining Tsingtao Brewery, she reached a preliminary understanding with Tsingtao Brewery and wanted to work together to make Tsingtao Brewery rank first from the third in the country. But soon she found that her marketing ideas conflicted with the traditional marketing ideas of the company.
He said to himself, "I was recruited by Peng Zhao. I am responsible for him and the enterprise. I have to convince him. " Not once, twice, twice, three times ... finally Peng nodded and let her go according to her own ideas. Xu Yan reminds herself every week that she must call her boss regularly to report the situation. Although she sometimes doesn't want to answer the phone, she has been persuading herself: "I want to see what he admires most and seek common ground while reserving differences." Whether he understands or not, I will take the initiative to communicate with him. Keep talking if you understand it, and then talk if you don't understand it. " Less than a year later, Peng told: "You have succeeded. I will invest where you ask me to invest my money. "
From 65438 to 0999, the sales volume of Tsingtao Brewery in South China was only 1 10,000 tons. At that time, Tsingtao Brewery had a small team of forty or fifty people in South China, which was in a state of loss. Xu Yan returned all the unsuitable people. Then she suggested that within three years, the sales scale of Tsingtao Brewery in South China could reach 400,000 tons, and the team immediately exploded the pot, which was even more impossible for outsiders. Despite his anxiety, Xu Yan ate the weight and made up his mind: "In any case, this goal will not change. If you don't agree, you must. If it is not implemented, it must be implemented. Whoever denies it will leave. "
Later, after a series of drastic acquisitions, Tsingtao Brewery completed the layout of South China.
Marketing is a war.
Shopping malls are like battlefields, and Xu Yan showed his superb marketing skills in business wars.
She clearly knows that for beer, night shows always have a very high profit margin. In Shenzhen Bar, Heineken once dominated the world, with 355ml canned Heineken occupying more than 80% market share. Therefore, Xu Yan decided to seize this market with 330ml Tsingtao beer in a small glass bottle. Tsingtao Brewery started a price war for the 330ml bottled wine of Budweiser, a high-end brand. At that time, Xu Yan didn't get off work until 4 am almost every day. Her efforts also paid off. In just a few rounds, Tsingtao Brewery successfully occupied 80% of the night show in Shenzhen.
Eight years later, despite the challenges of team leaving, fierce competition, starting a new business and so on, the sales volume and profit of Tsingtao Brewery in the South China market have been growing exponentially, with the production and sales volume increasing from more than 40,000 kiloliters in 1999 to more than one million kiloliters in 20 10, and the profit losing from 1999 to 2065438+ years.
In 2005, Tsingtao Beer Olympic marketing project was launched. After visiting teahouses and hotels, Xu Yan turned his attention sharply and quickly to the very popular "super girl" at that time. She collected various interpretations of Super Girl, and then went to Mengniu Company, the sponsor of the program, to visit the top management one by one and ask them about the mystery and process behind the program. Soon, she contacted Hunan Satellite TV and soon entered a state of cooperation with them. This new program is the later "I am the champion". After that, the route of sports marketing of Tsingtao Brewery gradually became clear, and a series of massive activities such as "falling in love with the country", holding hands with NBA and "dancing * * * *”NBA cheerleading trials were launched one after another.
As the president of global marketing for three years, Xu Yan, the most diligent cheerleader of Tsingtao Brewery, has made remarkable achievements in brand rejuvenation, product, market, brand integration, channel construction and marketing model innovation, and led the team to increase the brand value of Tsingtao Brewery from 25.827 billion yuan in 2007 to 50.258 billion yuan in 20 1 1, and the profit production and sales increased by 65.438.
Strength comes from inner cultivation.
Time and again, business inspiration often seems like a stroke of genius, but Xu Yan said, "It's not how smart I am, but that I have been working in the front line for 23 years, and almost no one can match me in this respect." In order to understand young consumers, she often works overtime in the middle of the night, goes to food stalls and night shows, observes young people, chats with them, and asks them carefully why they choose or not to choose Tsingtao beer, the habit and frequency of drinking beer, and how everyone usually communicates.
From the melee of thousands of enterprises in the beer industry in the Spring and Autumn Period to the rivalry of 200 enterprises in the Warring States Period, this iron lady in the beer industry has made great efforts to achieve her goals with such extraordinary perseverance and * * *. She said that all courage and strength come from a strong heart that is constantly cultivated. "Strength comes from long-term practice and the ability to control things. If you are not confident, diligent and have no professional support, then you cannot be strong. "
20 1 1 In April, Xu Yan wore a noble black dress and stood on the podium of China women's meritorious brand, becoming the first person to win this honor. When talking about how to build a successful personal brand in the workplace, she said: "Only when the organization is successful can individuals succeed. Therefore, personal brands must be integrated into the interests of enterprises, and your heart must beat enthusiastically with the pace of enterprise development. " From her, we once again feel the endless heat from her heart, which is enough to melt every hard ice on the road to the workplace and smooth every bumpy road.
Life Director Marketing Iron Maiden