199 1 year, dragonfly began bombing some cities with advertisements. 1992, Longfei invested100000 yuan in advertising expenses, and its profit soared to 60 million yuan. During the period of 1994, feast baby liquid sold well in the national market, so Jiang Wei won three laurels: national outstanding young entrepreneur, top ten outstanding young people in China, and the man of reform in China. On March 23rd, 1995, Longfei Group obtained the approval document for listing on the Hong Kong Stock Exchange. On April 18, Jiang Wei suddenly announced his abandonment of listing. 1April 1995, Jiang Wei visited the national market and found that there were huge loopholes in the management of dragonfly. In June, Jiang Wei suddenly announced in the media that the dragonfly group had entered a rest period. 1995 10, the dragonfly group took off for the second time, which was unfavorable for the start. At the beginning of 1996, Jiang Wei was forced to decide to quit the provincial capital city and extend to a medium-sized city. However, he was blocked everywhere and eventually collapsed. Later, Jiang Wei launched a rectification movement within the enterprise and cleaned up 8% of middle and senior cadres. 1In July, 1996, Jiang Wei threw out a million-word comment entitled "My Mistakes" and summarized the 20 major mistakes made by President Chen. After publication, domestic media were widely transplanted. At that time, all kinds of rumors about dragonfly spread everywhere. 1June, 1997, Jiang Wei announced at the press conference that the debt of Longfei Group was only160,000 yuan, and it was estimated that it would pay about 350 million yuan. 1In August, 1998, Shenyang Longfei Company applied to the Trademark Office of the State Administration for Industry and Commerce of China for the registration of Viagra trademark, and it was formally accepted according to law. At the same time, Longfei announced that as early as 1992, Longfei Group had developed the first drug for treating male erectile dysfunction in China-Viagra Kaitai. 1 999 February1day, Viagra was officially listed. It is said that sales reached 60 million in the first month of listing. In April, 1999, the State Administration of Pharmaceutical Products issued a notice, requiring local pharmaceutical supervisory and administrative departments to punish the inferior drug Viagra produced by Longfei according to law. On May 6th, 1999, Longfei announced that he was suing the Health Department of Liaoning Province. In the same month, Longfei sued National Medical Products Administration in Beijing, claiming 65,438+267.75 million yuan. At the beginning of 2000, Longfei's lawsuit ended in failure. Jiang Wei's preemptive plan ended in abortion. On June 5438+ 10, 2000, Jiang Wei held a press conference in Beijing and announced his decision to sell the shares of Longfei 5 1%. Longfei will take off again in April and May.
In 2006, Jiang Wei published a book "Yi Yi&; Thinking about China's harmonious culture, he declared that he would enter the cultural industry, and implement the plan of building a huge network cultural empire by building three websites, namely, the Humanity Pavilion, the Internet-based Chinese Medicine and the virtual city practical animation e-commerce. His goal is to surpass China companies such as Baidu, Alibaba and Shanda in three to five years and challenge Google's dominance.
Jiang Wei's Top 20 Mistakes of the President
/Jiang Wei (released on July 6th 1996) 1. Romanization of decision-making In an enterprise with many intellectuals, it is beyond reproach to have the inherent romantic corporate culture of intellectuals. However, the enterprise is an economic organization, in a life-and-death economic competitive environment. The fundamental purpose of an enterprise is to obtain profits, and every behavior of an enterprise must be numerically calculated. In the six years of business practice, the president played down the profit purpose of the enterprise, and the decision was too idealistic and romantic, which led to the serious idealization and romantic behavior of most cadres of Longfei Group in the business process, regardless of cost and profit. Businessmen aim at making money, and philosophers, artists and dreamers cannot exist in enterprises.
2. The fuzziness of decision-making. Unfamiliarity is one of the business rules, but for a time, the president put too much emphasis on industrial diversification and set foot in many unfamiliar fields; At the same time, there are many things that the president is not familiar with, and there are no familiar people to implement them, so blind and fuzzy decisions often occur. Make decisions based on irrational judgments such as approximation, estimation, approximation and seeming.
3. impatience with decision-making. The market economy will only end when it begins. All businessmen must participate in the endless market competition with a calm mind. In the past six years of enterprise development, especially in the critical period of enterprise development, the president is often in a state of impatience, panic and imbalance, which leads all cadres to be in a state of anxiety. In this top-down mentality, there are one-sided decisions, wrong decisions and dangerous decisions. The root cause is that if you often think and prepare for the overall development, especially for the upcoming situation, then you will be in danger when making decisions. If you are prepared, you will be calm, and if you have foresight, you will not be nervous.
4. There is no long-term talent strategy. It is a cliche that the essence of market economy is the competition of talents. Looking back at the development of Longfei Group, except for 1992 strictly recruiting marketing talents from the society, the talent structure has never been carefully designed strategically. Recruit people at will, recruit people according to human feelings, and even take into account the phenomenon of abnormal people such as family, affection and marriage. It lasted for 3 years. As a company that has developed into a top company in domestic medicine and health care products, it is hard for outsiders to imagine that the company does not have a complete talent structure and a complete set of regulations for selecting and cultivating talents; A frontier enterprise in the market economy competition has not realized the marketization of talent management, talent competition and talent use, and the low quality of personnel leads to the low-level and low-quality operation of the enterprise. Enterprise talent quality is single, knowledge complementarity is weak, and it cannot become an organic and fast-developing whole. Unreasonable talent structure also leads to unbalanced development of various departments of the enterprise, such as weak planning, large market, weak quality inspection, large production, weak finance and large sales. Unreasonable talent structure often causes the weak talent department to hinder, destroy and stagnate the rapid development of the strong talent department. Finally, the whole company developed slowly or even stagnated. Because there is no long-term talent strategy, there is no idea of talent reserve. When an enterprise develops into a new industry or enters a new stage, it suddenly finds that there is no talent preparation, so it is often in a state of talent shortage in the development of enterprises, and often has to pay heavy tuition fees. In a word, the mistake of talent strategy is the most influential mistake since the group was established six years ago.
5. The talent mechanism is not marketized. There are two mistakes in Longfei Group's view of talents: one is that talents do not flow easily, and the other is to cultivate talents by themselves. There are objective reasons for the formation of these two views on talents. In order to maintain the cohesion of enterprises, a stable talent environment is needed, so the mobility of Longfei people is very low. At the same time, because Longfei is a private enterprise and lacks legal protection, the reliability of talents is the first, and it has formed its own practice of cultivating talents over time. However, the recruitment and use of mature talents by important departments, key departments and urgently needed departments have been neglected for a long time, which leads to the mistakes of low quality of personnel and difficult high-quality operation of enterprises.
6. The talent structure is single. Due to the characteristics of the specialty, we started from 1993, and blindly recruited a large number of professionals in the direction of traditional Chinese medicine without the design of talent structure, and placed them in various departments and institutions of the enterprise, resulting in a single knowledge structure in the middle and high levels of the enterprise, which led to an unreasonable talent structure of the enterprise and seriously hindered the development of a large enterprise.
7. Poor talent selection. 1in March, 1993, the director of the marketing center resigned due to the mistake of a senior leader, and the marketing center was once in chaos. This incident reflects a common phenomenon of the Longfei Group-weak and handsome. Weak command can't control strong command at all, and strong command doesn't accept the management of weak command at all, which actually leads to uncontrollable, uncontrollable, warlord separatist regime, and mountain is king. In fact, each branch company is in a state of fragmented marketing, so it is impossible to conduct unified large-scale marketing management. The fundamental problem of this phenomenon is that the internal competition mechanism has not been solved, the strong will not become strong handsome, and the weak handsome will not be able to get a position. "Iron chair" is a disease of state-owned enterprises, but it has spread in private enterprises such as Longfei Group.
8. Lack of foresight in enterprise development. In the course of business operation, we made the mistake of not having a long-term development plan and not improving the business structure in time. It is very dangerous for an enterprise to have no development plan. With the continuous development of enterprises, it is necessary to constantly improve the organic management and operation framework of enterprise leaders, so that enterprises will always become an organic operating body. This problem has not been solved.
9. Enterprise innovation is weak. Innovation is the foundation of enterprise development. An enterprise that has developed for five years will inevitably decline without innovation, and a product that has been sold for three years will inevitably die without innovation. This is a ruthless law. But in the past six years, the president has overemphasized the past glory of the enterprise and failed to seriously think about innovation, resulting in no new ideas in enterprise management and market development. In the future, we should complete entrepreneurial innovation by replacing new forces.
10. The concept of enterprise is incoherent. Turning over the documents of Longfei Group in the past three years, the biggest feature is that the President has said a lot, but there is no guidance on how to do it. Only the theory has no specific implementation method, which leads to the theory being incomprehensible and the specific method not being available. It's wasted once, and new ideas often appear, which is not coherent. The president himself did not find a coherent train of thought, which led to the long-term lack of a coherent train of thought within the enterprise.
1 1. The management rules are neither true nor detailed. In six years' development, Longfei Group has formulated many rules and regulations, which are relatively complete. However, most of these regulations do not have strict specific rules, and they have not been implemented to specific responsible persons, resulting in a situation in which there are rules to follow. To correct this mistake, we must start now. After the existing laws and regulations are re-improved, the headquarters departments and market companies should add two aspects: the detailed rules for the implementation of laws and regulations and the detailed rules for the implementation inspection.
12. Slow response to national economic policies. Before 1993, due to the use of ordinary invoices and legal restrictions, enterprises implemented ex-factory sales to mobilize the enthusiasm of intermediate wholesalers. 1993 after the implementation of the new tax system, the state implemented the value-added tax deduction invoice, which enabled enterprises to increase sales. At this time, the president not only did not decisively decide to raise the sales price, but also increased the direct supply of enterprises to retailers. On the contrary, he used a reluctant method to adapt to the tax reform. With the implementation of price increase sales, enterprises can get 16% net profit in the market without raising the retail price of products, and the working capital in the market will also be greatly increased. If the fare increase is 1993, the fare increase fund will be 20 million yuan. 1994 will raise the price, and 30 million yuan will be raised. On this issue, the president was limited by conservative thinking. As a result, in 1995, middlemen defaulted on payment, retail links were weak, funds were seriously insufficient, and insurance was eliminated.
13. Ignoring modern management. 1993, a national department visited twice to promote modern automated management procedures; 1994 another department promoted the modern office management process, but it was rejected by the president three times. At this time, the three companies completed modern management. When the health care products market declined, they benefited a lot, and there was no financial chaos like Longfei Group. This lesson tells us that enterprises must constantly adopt modern science and technology to complete their careful management. Scientific management is not only based on scientific thinking, but also on scientific methods, and the foundation is science and technology.
14. The interest mechanism is unbalanced. Influenced by the socialist cauldron for a long time, the president overemphasized the development of Longfei Group and did not break the egalitarianism of the distribution system for a long time. Enterprise cadres actually use gray or black income to make up their own income. In this way, the enterprise concept that the enterprise spent six years building was completely destroyed. Everything that inspires people is shattered by the legend of gray income. From 65438 to 0996, enterprises began to break the average interest, but ignored the education of employees' correct view of money, which made some employees go from one extreme to the other, resulting in the terrible phenomenon that everything is money. Longfei Group was originally a company composed of ambitious young people. In the first five years, the Group operated under a low distribution system and successfully completed its initial development by relying on corporate beliefs. In the development of the new era, we should make clear a concept: we need money, but we need a career more.
15. Sprinkled money with pepper noodles. Longfei Group has been in a state of decentralized use of funds for a long time, and it is impossible to use funds in a planned and large-scale way. The decentralized use of funds has caused a serious waste of funds and a serious shortage of funds. Managing funds well is an important principle of enterprise development.
16. The same market development model. After the feast baby liquid successfully entered the market, its model was regarded as a general standard model by the president, and the new products developed in the later period were wrongly promoted in a large area of the country with the same model. Different products, different performances, different consumer groups and no unique promotion tactics are a big mistake. On this issue, the president made a serious empirical mistake, overconfident in the personal wisdom of the president, failed to start the major domestic advertising companies in time, and used the collective wisdom to complement each other, resulting in no new plans and methods for the launch of all new products.
17. False market share. In the past six years, the excessive emphasis on market share and market sales has led to a serious situation of sharp increase in market accounts receivable, commodity confusion and commodity depreciation. Especially when dealing with the contradiction of the total amount of circulating commodities, the disastrous influence of the total amount of circulating commodities on the market is ignored, which leads to a vicious circle of increasing accounts receivable and poor payment for goods. Therefore, it is necessary to stabilize the relationship between supply and demand for a long time, rather than reducing the scale of production and sales, but also increasing the internal quality of enterprise operation.
18. There is no comprehensive marketing rhythm. Any product has different cycles in the market, and the eternal vitality of the product in the market lies in the overall advertising planning. Without comprehensive advertising planning, this moment is equivalent to declaring the product dead.
19. The retail terminal of marketing is the most basic point of market attack. Due to the rapid development of the group, the president neglected the attacks on retailers, hospitals and pharmacies in the past three years, and unilaterally emphasized the role of three-dimensional advertising attacks in the country and big cities. Due to the long-term existence of this error, a large number of invalid advertisements are caused, the advertising effect is not obvious, the advertising funds are lost, the advertising payable is sharply increased, and the input and output are out of proportion.
20. Idealization of international trade. We are not familiar with the laws of international trade, and it is serious empiricism to repeatedly export domestic successful experiences in the international market; The sales volume and price in the international market are overestimated, and the resistance to entering the international market is underestimated. To sum up, the success of market economy lies in correct decision-making and its implementation. How to carry out the correct decision? Enterprises need to innovate in the new development stage, and their thinking mode and working methods should also be constantly innovated. We should establish the concept that the mistakes made by Longfei Group in the past are valuable assets of the enterprise, future development and we can learn from them. Information centers and information centers should always collect the mistakes of enterprises themselves and other enterprises. We should cultivate such an atmosphere in the whole group: dare to admit mistakes and dare to analyze them. Any act of resolving and concealing mistakes is stupid and will lead to the failure of enterprises. We have set a goal. When we can't achieve this goal, we should realize that this is a mistake and avoid making the same mistake again. People should never try their best to find a few small successes and bright spots from the failed things, so as to explain our failures and find psychological self-balance. Finally, I ended my investigation with a sentence from Mao Zedong: mistakes and setbacks have taught us to be smarter and we can do things better.