上海快3

中文/en

深圳特区40年特写 | 小渔村变身大都市 小金罐撬动大市场

2020-08-26

40NIANQIAN,YESHIZHEIYANGHUOREDE8YUE,SHENZHENJINGJITEQUZHENGSHIJIANLI。40NIANLAI,SHENZHENYIGANCHUANGGANSHIDEJINGSHENJILIZHEYIPIPIXINHUAIMENGXIANGDERENQIANLAICHUANGYE,BINGHEZHEIXIERENYIQI,CHUANGZAOLEJUSHIZHUMUDESUDUYUQIJI。ZHEIQIZHONG,JIUYOUZHONGGUOGONGNENGYINLIAOXINGYEDELONGTOUQIYE——ZHONGGUOHONGNIU。

上海快31995NIAN,HUAICHUAIBAOGUOREQINGDEHUABINJITUANDONGSHIZHANGYANBIN,SHOUZHONGGUOGAIGEKAIFANGRECHAODEGANZHAO,DAIZHE“BAGONGNENGYINLIAOJIESHAOJIGUOREN”DELINIAN,ZAISHENZHENZHEIPIANRETUSHANGCHUANGBANLEZHONGGUOHONGNIUDEQIANSHEN——SHENZHENHONGNIU,YEYOUCIKAIQILEZHONGGUOGONGNENGYINLIAODEPOBINGZHILV。“KELEHEHONGNIU,KUNLELEILEGENGYAOHEHONGNIU”、“NIDENENGLIANGCHAOHUNIXIANGXIANG”。JINTIAN,ZHONGGUOHONGNIUBUJINJINSHIJIANKANGYINPINDEDAIYAN,GENGDAIBIAOZHEZHUIQIUZHUOYUE、TIAOZHANJIXIANDEJINGSHEN。

敢闯精神:逢山开路,遇水架桥

上海快3“SHANGSHIJI90NIANDAI,WOLAIGONGSISHISHICHUNA,GONGSIJIUSIWUGEREN,DANGONGSIFAZHANSHENSU,DAONIANDIGONGZIBIAOJIUYOULIANGSANYELE。”HONGNIUGONGSILAOYUANGONG、SHENZHENFENGONGSICAIWUFUZERENHUIYIDAO,GONGSIGANGCHUCHUANGJIUKUAISUFAZHANLEQILAI。

上海快3“DANGNIANWOCAI30SUI,ZAISHENZHENYIJIAGUOQIZUOJINCHUKOUMAOYI。NEINIANBEIHONGNIUZHANGYUANDEFAZHANLIXIANGHEYANDONGSHIZHANGSHIYEBAOGUODELINIANSUOXIYINGUOLAI,HUAIZHEYIGEZAISHENZHENGONGSIZUOKAIHUANGNIU,ZUOFENDOUZHEDEXINTAILAIDAOZHONGGUOHONGNIU。”ZHONGGUOHONGNIUGONGSILAOYUANGONG、XIANRENZHONGGUOHONGNIUNANBUDAQUZHURENJIANSHENZHENHONGNIUGONGSIFUZERENZHANGJIANMINGHUIYISHUO。ZAINEIGENIANDAI,HUAIZHEMENGXIANG,LAIZIZUGUOGEDIDENIANQINGRENDOULAISHENZHENQIUFAZHAN,YIDAIYIDAIDEHONGNIURENZAIZHEILIDAPINZAIZHEILICHUANGYE,SHIDEZHONGGUOHONGNIUCHENGWEIJINTIANZHONGGUOYILIUDEGONGNENGYINLIAOGONGSI。

上海快3“BISHIDEYINLIAOXIAOFEI,YIPINGLIANGSANKUAIJIUYIJINGSHITINGSHANGDANGCIDELE,DANYIGUANHONGNIUDINGJIA6YUAN,BIESHUOJINGXIAOSHANGBUGANJINHUO,JIUSHIYOUXIEHONGNIUYUANGONG,YEBUGANXIANGXINZHEIYANGGUIDEYINLIAONENGYOURENMAI。”ZHANGJIANMINGHUIYICHUANGYEDEJIANNAN,“XIANZAIHENDUOLINGDAO、ZHUANJIAHEXINGYERENSHIDOUZAIGANKAIHUOPEIFUYANBINDANGNIANDEZHANGYUANYANGUANGYUJIANDINGYIZHI,DANZAIDANGSHIXIANSHIQINGKUANGQUESHIHENNAN。HONGNIUSHOUXIANLUOHUSHENZHENSHIFEICHANGRUIZHIDEXUANZE,WULUNSHIHONGNIUSHICHANGZHUNRU、ZHONGWENSHANGBIAOZHUCEHECHANPINXIANXINGXIANSHI,BUJINSHOUDAOZHENGFUHEZHENGCEZHICHI,YESHOUDAOSHENZHENTEQUJIANSHEZHENEIGU‘GANCHUANGGANSHI’DEJINGTOUGUWU。BUNULICHANGSHI,YOUZENMEZHIDAOBUXING?‘FENGSHANKAILU,YUSHUIJIAQIAO’DEQIYEJINGSHENYESHINEIGENIANDAITICHULAIDE,XIANZAICHENGLEHONGNIURENDEJINGSHEN。”

上海快3ZAIZHONGGUOHONGNIUCHENGLIDEDIYINIAN,SHANGZHIZONGJINGLIXIADAOYEWUYUAN,DAJIANINGCHENGYIGUSHENG,YIDIANYIDIANDISHICUO,BUDUANXUNQIUGAIBIANYUTUPO,CONGZHANZAILUBIANYIGUANGUANDIZENGYIN,DAO4GUAN、6GUANKAISHIPUSHI;CONGBUYANQIFANDIJIESHISHENMESHIGONGNENGYINLIAO,DAOZHAOZHUNMUBIAORENQUN,XIAOLIANGYUKOUBEIJUNDEDAOXIANZHUTISHENG。ZHONGGUOHONGNIUXIANGSHENZHENYIYANGFEISUFAZHAN,YONG8NIANSHIJIANSHIXIAN0DAO10YIYUANXIAOSHOUEDETUPO,YOUYONG8NIANTUPO100YIYUAN;ERCONG100YIYUANDAO200YUANYIYUANXIAOSHOUEJINYONGLE2NIANSHIJIAN;2015NIANCHAOGUO230YIYUAN,CIHOUZHONGGUOHONGNIUMEINIANBAOCHI200YIYUANSHANGXIAGUIMODEXIAOSHOUE。2020NIANSHANGBANNIAN,ZHONGGUOHONGNIUBANNIANNISHIXIAOSHOUYUE134YIYUAN。ZHONGGUOHONGNIUCHENGLIDIYINIAN,SHENZHENGONGSIDEYINGYEEHAIBUDAO1000WANYUAN,XIANZAISHENZHENGONGSI(HANHUIZHOU)NIANXIAOGUIMOWENDINGZAI10YIYUANZUOYOU。

解放思想:不找市长找市场

GANCHUANGGANSHIDESHENZHEN,SHIXINSIXIANGXINGUANNIANDEYIGEZHONGYAOFAYUANDI。SHENZHENDEFAZHANSHI,JIUSHIYIBUYISIXIANGGUANNIANDAJIEFANGTUIDONGGAIGEKAIFANGDATUPODELISHI。ZHONGGUOHONGNIUDEFAZHANSHIYISHIRUCI。GANCHUANG,SHANCHUANG。

上海快3JIANDINGDIXIANGXINGONGNENGYINLIAODEFAZHANQIANJING,YINGNANERSHANGDIYIGUANGUANPUSHI,SHIHONGNIUDEGANCHUANG。ERDAPOYINLIAOXIAOSHOUXINGYEDEYIXIEGUYOU“TAOLU”,ZESHIHONGNIUDESHANCHUANG。HONGNIUMEIYOUYIKAISHIJIUQIANGDIAOSHIZHANLIANG,JIJINGXIAOSHANGPINMINGYAHUO,ERSHILAIZHAOKEHU,BAXUQIUDUANXIANDAKAI,“MANHUOAOZHOU”,JISHIXIANG、JIBAIXIANGMANMANDIZENGLIANG,BAOZHENGMEIYIBUDOUZOUDEZHASHIWENDING。

红牛在那个年代就很注重营销,在第一年营业额只有1亿元的情况下,就颇有前瞻性地在1996年春晚以1.3亿元打出“红牛来到中国”的广告,随后又设计出经典广告语“渴了喝红牛、困了累了更要喝红牛”,并进行了大量的市场投放。据很多红牛的一线员工回忆,正是在这样强势又鲜明的广告宣传下,红牛很快被人们所熟悉并接受,其认知度和销量也有了显著的提升。
红牛投入大量的精力和时间去寻找目标群体,培养消费者习惯。最经典的案例就是出租车司机,当时深圳是我国改革开放和对外交流的前沿,几乎每天每个时段都有旅客往来,出租车几乎是24小时营业,秉持“时间就是金钱”的观念,大部分出租车司机都是两班倒,因此他们特别需要抗疲劳的产品。红牛员工敏锐地发现了这个市场需求,从赠饮开始,让司机们亲身感受红牛产品的功效,通过口口相传,红牛迅速在出租车司机消费群体中站稳了脚跟。

上海快3HONGNIUZAIYINLIAOTUIGUANGDECHUANTONGZHENDIZHIWAI,TUOZHANLE“GONGCHANGDIAN”ZHEIYIXINDEQUDAO。SHENZHENCENGYOUYIDUANSHIJIAN,SHICHANYEGONGRENGAODUJIZHONGDEDIFANG,HONGNIUDEYUANGONGFAXIAN,ZAIGONGCHANGJIZHONGDEQUYU,MEIGEYUE15RIDOUHUIYOUYIGEXIAOSHOUXIAOGAOFENG。DANGSHIDESHENZHENJIAGONGGONGCHANGWEIYUDICHUPIANYUANDELONGHUAZHEN,HONGNIUDEXIAOSHOURENYUANPAOLEHAOJITANGCAIZHONGYUNONGMINGBAI,YUANLAIMEIGEYUE15RISHIGONGCHANGFAGONGZIDESHIJIAN,MEICILINGGONGZISHIGEGEGONGRENXIAOZUDOUYAOKAIHUIZONGJIEYIXIA,SHANGGEYUESHEIZUODEHAOZHIDEBIAOYANG,ERXIAOZUZHANGJIUHUIZITAOYAOBAOGOUMAIHONGNIUZUOWEIJIANGPIN。HONGNIUNENGBEIXUANZHONG,CHULEYINWEIHONGNIUZHENDEYOUTISHENXINGNAOKANGPILAODEGONGXIAO,HAIYUHONGNIUDINGJIAYOUGUAN。YIGUAN6YUANDEDINGJIA,CENGBEISHIWEIDAKAISHICHANGDE“ZHANGAI”,ERXIANZAI,JIANTINGDEJIAGERANGHONGNIUCHENGWEI“GAODANG”DEDAIMINGCI。

上海快3ZHEIYIJIANJIANNINGJIEZHEHONGNIURENCHUANGYEXINXUEDESHIJI,LAIZIDONGSHIZHANGYANBINYIZHIYILAIDEPANDUAN:BUZHAOSHIZHANGZHAOSHICHANG。ERZHEI,YEYUSHENZHENZUOWEIJINGJITEQUDEFAZHANSILUBUMOUERHE,HUOZHESHUO,ZHENGSHIZAISHENZHEN,CAIRANG“SHICHANGHUA”DESIWEISHENRUHONGNIUXUEMAI,PEIYUCHUANZHAOJINGJIGUILVBANSHIDE“GUIFAN”QIYE。

恪守底线:紧随示范区砥砺前行

ZAISIWEIDAJIEFANG、GANCHUANGGANSHIDETONGSHI,ZHONGGUOHONGNIUYEYOUQIGUSHOUDELINGYIMIAN。ZHONGSUOZHOUZHI,ZAIGAIGEKAIFANGDECHUQI,HENDUOCHUCHUANGQIYEWEILEZHUIQIUKUAISUFAZHAN,XIJIESHANGDEDONGXIMEIYOUBANFAZUODEHENDAOWEI,LIUXIAXUDUOLISHIWENTI,ZHONGGUOHONGNIUYIZHIJINLIANGBIMIAN。SHENZHENHONGNIULAOYUANGONGHUIYI,YANBINZAIHONGNIUCHUANGLIYISHI,JIUJIGONGSIDINGXIALEYAOZUO“BAINIANLAODIAN”DEMUBIAO,ZAOQICONGCHANPINPINZHIDAOSHICHANGGONGZUOYIJICAIWUXIJIE,DOUZUOLEYANGEDEGUIFANHEYAOQIU。1996NIAN7YUE1RI,ZAIYANBINSHENGRIHUISHANG,TADUI188MINGYUANGONGQIANGDIAOYAOZHANGYUANDITUIJINPINPAIJIANSHE,YAOZHAZHASHISHIJINXINGSHICHANGTUOZHAN。SHENZHENHONGNIUHESHEHUIGEJIEDEGUANXIYEFEICHANGRONGQIA,YEZHUJIANBEIYUELAIYUEDUODEXIAOFEIZHESUORENKE。

SHENZHENSHIZUIXIANGANSHOU2008NIANQUANQIUJINRONGWEIJIDENEIDICHENGSHI。BISHI,SHENZHENGEDAJINGXIAOSHANGWEILEJIEJUEKUCUNJIYA,SHIXIANKUAISUHUILONGZIJIN,BUXIJIANGHONGNIUDIJIAQINGXIAO,SHENZHENFENGONGSITICHU“JIAGEJIUSHISHENZHENHONGNIUSHICHANGDESHENGMINGXIAN”,ZHIYOUSHOUZHUJIAGE,CAINENGQUEBAOCONGCHANGSHANGDAOJINGXIAOSHANGDAOHEZUOHUOBANDEMEIYIGEHUANJIEDOUYOUHELIDELIRUN,CAINENGGENGHAODIZUOHAOXIAOFEIZHEFUWU。

“MIANDUIDANGSHIHUNLUANDESHICHANG,SHENZHENHONGNIUGONGSILIWANKUANGLAN,ZUIZHONGYONGLESINIANSHIJIAN,SANCIJIAGEGAIGECUOSHI,RANGHONGNIUSHICHANGJIAGEZHONGHUIZHIDAOJIA。”QIZHONGYIGECUOSHIRANGSHENZHENHONGNIUBAOANJINGXIAOSHANGLICHUZHIJIYISHENKE,DANGSHISHENZHENHONGNIUJIANGQUANQUJINGYINGZHIBIAOYUGEGEJINGXIAOSHANGSHICHANGZHENGHEQILAI,YANGEGUANKONGSHICHANG,SUOYOUDENIANDIHUIRANGZHENGCEZEGENJUGEGEJINGXIAOSHANGSUOZHANBILIJINXINGFENPEI,“RUCIYILAIJIUJIEJUEGEGEJINGXIAOSHANG‘YILINWEIHE’DEKUNJING,RANGDAJIAJINGERWANGYICHUSHI。”

“DANSUIZHESHICHANGDETOURUZENGJIA,HONGNIUPINPAIYINGXIANGLIYEYUELAIYUEDA,YIXIEBUFACHANGSHANGBIANTONGGUOZOUSIMINGYIXIAOSHOUGEZHONGBANBENDE‘HONGNIU’CHANPIN,DABUFENDOUSHIBUFASHENGCHANDE。”LICHUZHIZOUFANGSHICHANGFAXIAN,TADEYIGEZHONGYAODEFENXIAOSHANGKEHUYEZAIQIZHONG,“YOUGEFENXIAOSHANGYIBIANMAIWODECHANPIN,YIBIANYOUXIAOSHOUBUFACHANPIN。”

上海快3“RUGUOWOJUBAOLE,YEHUIYINGXIANGWODEXIAOSHOU。‘SHADIYIQIANYEZISUNBABAI’,DANWEILEZHENGGEHONGNIUDEXIAOSHOU,WOHAISHIXIEZHUGONGSHANGBUMENDUIQIJINXINGLECHACHU,KOUYALEDUIFANG1000DUOXIANG。”DANGNIANZHEIGESHULIANGZUKEYIRANGRENQINGJIADANGCHAN,LICHUZHIDANGSHIYESHOUGUOBUSHAOWEIXIEHELIYIDEYOUHUO,“BAOZHANGPINPAICHANGSHANGHEFAQUANYI,YESHIBAOZHANGXIAOFEIZHE、KEHUHEWOZIJIDEJINGYINGLIYI,CHANGSHANGHEJINGXIAOSHANGBIXUTONGHUXIGONGMINGYUN,GONGTONGQINGCHUJIAMAOHEBUFACHANPIN。”LICHUZHISHUO。

上海快3ZHENGSHIYINWEIBEIHOUYOUZHEIYANGYANJINGUIFANDETIXIZHICHI,SHANGYEDIXIANDEJIANSHOU,CAINENGRANGSHENZHENHONGNIUXIANGWAITUOZHANDEBUFADATABUQIANJIN。ZAIYANBIN2005NIANZUOYOUTICHUHONGNIUXIAOSHOUYAOTUPOBAIYIDESHIHOU,KENENGMEIRENXIANGDAO,ZHEIGEMUBIAOHUIZHEIMEKUAIZAI2012NIANSHIXIAN,BINGQIEZAIJIEXIALAIDELIANGNIANTUPO200YIYUAN,CHENGWEIZHONGGUOYINLIAOXINGYEDANPIN2NIANTUPOCONG100YIYUANDAO200YIYUANDECHUANQI。

上海快3JINGGUO40NIANDEFAZHAN,SHENZHENYIJINGCONGYIGEMOMOWUWENDEBIANCHUIXIAOZHENCHENGWEIZHONGGUODEJINGJIZHONGXIN、KEJICHUANGXINZHONGXIN、QUYUJINRONGZHONGXIN、SHANGMAOWULIUZHONGXIN,JINGJITEQUYESHENGJICHENGWEI“ZHONGGUOTESESHEHUIZHUYIXIANXINGSHIFANQU”,SHENZHENJIANGJIXUFAHUIGANCHUANGGANSHIDEJINGSHEN,WEIZHONGGUODEFAZHANGONGXIANLILIANG。ERZHONGGUOHONGNIU,ZHEIZHIDANSHENGZAI“GAIGERETU”SHANGDETUOHUANGNIU,JINGGUO25NIANDEBILULANLV,YEJISHENGUONEIYINLIAODACHANGQIANWU,YONGYOUSHUWANMINGCONGYEZHE,CHENGWEIFUGAI400WANZHONGDUANXIAOSHOUWANGDIANDELONGTOUQIYE。WEILAI,ZHONGGUOHONGNIUYEJIANGJIXUFAYANG“FENGSHANKAILU,YUSHUIJIAQIAO”DEJINGSHEN,WEIZHONGGUOGONGNENGYINLIAOXINGYEDEFAZHANDILIQIANXING。

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