It is the two northeast people who create this unique spectacle in China.
Even if you don't like it, you must be familiar with the names of Harbin sixth pharmaceutical factory, Sanjing pharmaceutical, Tonghua Dongbao and Jilin Aodong.
The story starts in 1990.
Before 1990, advertisements on Chinese TV were mainly household appliances, daily chemical products and consumer goods.
The first drug to appear on TV was Xi'an Janssen, a Sino US joint venture.
But it is Sanjiu Weitai that has impressed a generation of Chinese people. The upright Li Muran endorsed Sanjiu Weitai. Although many people feel hurt, it has created an incredible sales miracle.
At that time, Chinese enterprises were still in the stage of using pinyin to impersonate foreign brands, and Sanjiu Weitai's visual system was completely like an import.
At that time, two products were advertised in the Chinese market, one was Sanjiu Weitai and the other was taiyangshen oral liquid. The exponential growth of these two Guangdong enterprises has inspired countless followers.
Of course, Zhao Xinxian, the boss of Sanjiu, was the most admired. When he went south to Guangdong in 1985, he borrowed 5 million yuan. Two years later, his output value exceeded 1 billion yuan. Born in 1941 in Northeast China, he attaches great importance to image management and has no northeast flavor, let alone the shadow of township entrepreneurs.
In the media at that time, Zhao Xinxian was a combination of entrepreneur and scientist. He was far superior to Liu Chuanzhi of Lenovo, Zhang Ruimin of Haier and Ni Runfeng of Changhong. He was a god like figure.
Sanjiu and sun god have their own followers, but the earliest followers in the market are not Zhao Xinxian's followers, but Sun God's followers.
Because Sanjiu is a Chinese patent medicine, and Apollo is a health care product.
As long as there are containers in the workshop and concepts in mind, health care products can be launched immediately. Therefore, the first batch of health care products on the Chinese market are Sanzhu oral liquid, Madame oral liquid and Hongtao K.
Shi Yuzhu, who started his career as a computer product, was inspired by the sun god when he produced brain platinum after bankruptcy.
Not all health products are advertised on TV.
Sanzhu oral liquid, which knows China best, has a unique way. The walls of toilets and pigsty within one kilometer on both sides of the road in China have become billboards of Sanzhu oral liquid overnight. only two years after its establishment, the company's turnover has reached 8 billion.
However, a farmer died unexpectedly in Changde, Hunan Province. The court ruled that the three strains were jointly and severally liable. It took only three years for the three strains to rise and fall.
At that time, the mythical rise of health care products, most of its prosperity is also flourishing, its death is also suddenly Yan.
Another northeast man quietly stepped onto the stage of history.
He was born in Harbin in 1961 and his ancestral home is Zhaoyuan, Shandong Province. He graduated from Jiamusi Medical College in 1979 and was assigned to Harbin No.3 pharmaceutical factory after graduation in 1983. He began to take a management position in 1987. In the next half of his life, he will have an indissoluble bond with medicine.
At the end of 1994, he served as the director of Harbin No.3 pharmaceutical factory. The former name of Harbin No.3 pharmaceutical factory was changed to Sanying Pharmaceutical Co., Ltd. of Harbin Pharmaceutical Group after restructuring in 2001.
Soon, China's post-80s and post-90s will hear the name countless times on TV.
Zhao Xinxian started to promote Chinese patent medicine with strong advertising operation, but this mode is more known as Harbin Pharmaceutical mode today, and the founder of Harbin Pharmaceutical mode is named Jiang linkui.
When he became the director of Harbin No.3 pharmaceutical factory, he was 33 years old, and he met the right time in his prime.
At that time, the northeast economy stagnated and was forced to reform state-owned enterprises in a large area. The tide of laid-off started here.
In those days, in the process of grasping the big and letting go of the small, and making a living on their own, almost none of the Northeast enterprises that survived the pains of the whole society can win today.
The only exception is Chinese patent medicine. In addition to Sanjing pharmaceutical, Harbin No.6 pharmaceutical factory and Shiyitang are also well-known brands of Harbin Pharmaceutical.
Harbin Pharmaceutical No.3 Factory, which Jiang linkui works for, is the base of tonics and health care products of Harbin Pharmaceutical Group. In the late 1990s, the main products of the No.3 Factory are calcium gluconate / zinc gluconate oral liquid, blood Yisheng, etc.
Around 1994, it was a hot spot in the health care products industry. In 1995, the sales volume of nutrition and health care products in Beijing's pharmaceutical stores accounted for half of the total sales volume of Beijing's pharmaceutical products in the whole year. In the top 10 cities in China, 83% of children over the age of 10 took all kinds of nutrition oral liquid. Turn on the TV is the Chinese turtle essence, wife oral liquid, Longmu Zhuanggu granules, life No. 1, ant force God and other rounds of bombing.
Because Chinese entrepreneurs have just realized the power of advertising.
In 1994, Madame oral liquid won the advertising space in the first five seconds after the news broadcast and the focus interview, and the sales volume in that year increased five times.
In 1995, kongfu banquet wine won the first advertising title of CCTV with 31 million yuan. The sales revenue of that year was 900 million yuan, and it entered the top three of the industry from an unknown small factory.
In 1996, Shandong Qinchi won the second CCTV advertising title with 66 million yuan.
At that time, the director of Qinchi distillery summed up the money, which was equivalent to giving CCTV a Santana every day. However, Qinchi's sales revenue was close to one billion and its profit was 200 million, which was equivalent to driving back an Audi from CCTV every day.
At that time, Ma Yun was 30 years old. He worked as an English teacher in Hangzhou and got 91 yuan a month. This is the age of health products.
The tuyere is very large, but the third factory, which produces health care products, is still making a loss in 1996. How will Chinese patent medicine be advertised? Jiang linkui made a bold bet.
In 1997, the three factories invested 10 million yuan in advertising, with sales exceeding 100 million yuan; in 1998, 20 million yuan was invested, with sales reaching 220 million yuan; in 1999, advertising increased sharply to 200 million yuan, with sales soaring to 860 million yuan.
Jiang linkui popularized the experience of the third factory in Harbin Pharmaceutical Group, especially the sixth factory which mainly produces over-the-counter drugs.
In 2000, ha Yao spent 1.1 billion yuan on advertising, covering all major satellite TV stations from the central government to the local government. All those who can advertise have been covered all over the world, including gaizhonggai, weibizhi, XIELITING, Puxue and Yandi.
In 2000 and 2002, the time advertisement of CCTV Spring Festival Gala was respectively accepted by Harbin No.6 pharmaceutical factory and Hutong children's cold medicine package. Jiang linkui saved Harbin pharmaceutical, which will be eliminated by the times, and was promoted to general manager of Harbin Pharmaceutical Group in 2001.
At that time, a group of entrepreneurs in the North stood on the same starting line with Jiang linkui.
In 1992, Hongqi pharmaceutical factory in Luancheng County, Hebei Province was restructured. Li Zhenjiang, 35, became the boss, and Shenwei pharmaceutical was born.
In 1993, Jilin Aodong pharmaceutical factory was restructured, and 40 year old Li Xiulin served as the chairman and general manager.
In 1995, xiulaigui, 41, contracted an insolvent pharmaceutical factory, and the pharmaceutical industry was born.
They are all at the right age, in the right position, in the right era.
Jiang linkui is an example for everyone to follow. Harbin Pharmaceutical is not only the first to succeed in the market, but also a large state-owned factory. Jiang Kuilin has brought the corporate image strategy (CI strategy) into the conservative state-owned enterprises. In 2001, Harbin Pharmaceutical plan "moved the people of the whole country for a year", half of the advertising expenses were used to produce and broadcast public service advertisements. The public service advertisement "washing feet for mother" of CCTV was sponsored by Harbin Pharmaceutical.
This is the age of Harbin medicine and Jiang linkui.
The Kazakh medicine model created by Jiang linkui is effective and easy to learn. Since the birth of Jiang linkui, anyone who has never been bombarded by Chinese patent medicine advertisements from childhood to adulthood is definitely not a genuine Chinese.
It is not only Jiang linkui's marketing and management that his peers imitate, but also his aesthetics and world outlook have deeply influenced his peers.
In 2011, the official website of Harbin Pharmaceutical introduced its internal office environment with pictures and pictures: "the main building is decorated in the style of Versailles Palace. The corridor is full of solid wood carvings and inlaid with gold foil. Every angel is vivid and different in shape. Jiang linkui lives in such a "Palace" and works.
Today, entrepreneurs who have made their fortune from health care products and proprietary Chinese medicine enthusiastically support Jiang linkui's aesthetics, the most typical of which are Quan Jian and Tianshi in Tianjin.
However, Jiang linkui is an empire created by state-owned enterprise leaders and entrepreneurs. If his wealth does not belong to him, he will inevitably make mistakes. In 2011, when Harbin Pharmaceutical was booming, the group's Versailles Palace office was exposed on the Internet, which attracted questions from Xinhua news agency. In the same year, Harbin Pharmaceutical fell into negative public opinion due to pollution. In October 2011, Jiang linkui was transferred from Harbin Pharmaceutical.
When he appeared on the news again, it was may 2019, when Jiang was examined by the Discipline Inspection Commission, and then put on trial for bribery and abuse of power.
Zhao Xinxian, the spiritual godfather of Jiang linkui, also failed to maintain a good death. Sanjiu group suddenly made a mountain of wealth. It didn't know how to deal with it. As a result, all the investments failed. Zhao Xinxian fell from the altar of entrepreneurs. Zhao Xinxian was arrested in 2005 and sentenced to one year and ten months' imprisonment for abusing his power in 2007.
Jiang linkui's ideal middle way is broken, but the model of Harbin medicine is full of vitality.
The low technical threshold and high gross profit rate of Chinese patent medicine can only be compared with health care products. Its moat is not technology but brand. Except for health care products, almost no industry can invest such huge marketing expenses.
In 2019, China's 67 listed companies of traditional Chinese medicine will have the highest sales expense rate of 74.4%. That is to say, for every dollar of medicine sold, it will spend 75 cents on promotion.
On the other hand, for Chinese patent medicine, it is impossible to find a more friendly place than China in terms of culture, laws and regulations. Modern biochemical medicine is more and more expensive in research and development, and its use is strictly regulated, so it is almost difficult for you to see the advertisement of modern medicine.
Therefore, even in the future, if anyone can't recite the names of some Chinese patent medicines with his mouth open, he must not be a genuine Chinese.