Yang Shaofeng, cattle in the end!

1. Plan yourself and make a splash

In the office of a hospital in Fuzhou, the boss is anxiously waiting for his savior. Recently, the hospital leaders can not sleep and eat and are worried about the relocation of the hospital. The hospital was originally located in the suburbs of Fuzhou but will be relocated to the city as a whole. However, the head of the hospital is worried that it will have to spend a lot of advertising money to be known when it just moved to the city, and the relatively fixed customers in the suburbs will be lost because of the move. This worry died in the hospital up and down the people in the results of Yang Shaofeng came after the use of three ideas to solve. Yang Shaofeng is their long-awaited savior.

The savior spoke eloquently and gave three ideas to the hospital. The first is to solve the visibility of the hospital after relocation. Yang suggested negotiating with the bus company, driving a special line bus to the hospital, and announcing the name of the stop to increase visibility. Moreover, the bus company also needs to add and delete some routes according to the source of passengers, and such a large-scale hospital, does do no less, less, it is also worth the bus company to add a special bus. It's a win-win outcome for both sides. The dean calculated that the idea of a million yuan for a month's intensive advertising in major media such as newspapers and television was indeed worth a million yuan.

Yang's second idea was to reform the hospital's work and rest system so that there would be no lunch break at noon and the hospital would open at 10 o 'clock at the earliest. The working hours of almost all major hospitals in Fuzhou are consistent with people's working hours, which brings great inconvenience to most people who go to work normally. Yang Shaofeng said to the dean that those who do not have time to see a doctor when they are really at work are golden customers, who are either rich or responsible and care about their health. But the hospital and their work at the same time, this batch of golden customers shut out, this is a big loss!

Finally, he suggested hiring an outstanding chief financial officer to help the hospital invest its money. When hospitalized patients are admitted to the hospital, the patients have to deposit a sum of money in the hospital, and the medical expenses are slowly deducted from the money. But the hospital in medicine, but is the first medication, half a year or so to settle accounts with the pharmaceutical manufacturers. Patients' deposits, plus late payments from hospitals to drug manufacturers, often keep the hospital's account at about 10 million yuan. And the 10 million yuan are just sitting in the bank, earning meager interest. 'It's a huge waste of resources,' Mr. Yang said. 'If you use it well, you can make another million dollars a year.'

After listening to Yang Shaofeng's three ideas, the president carefully calculated an account and believed that Yang Shaofeng's words were true. By doing these three ideas, the hospital could indeed increase its annual income by more than 3 million yuan. The president was deeply interested in Yang Shaofeng's quick thinking and invited Yang Shaofeng to be a full-time planner in the hospital, but Yang Shaofeng declined. It is not difficult for him; he has made many successful plans for people.

This plan can only be considered as Yang Shaofeng's planning career in the ordinary pen, the first let him become a household name celebrity is from his "annual salary of 100,000, who hires me" advertising planning.

On January 28, 2000, CCTV broadcasted the news of the day from China Youth Daily to the whole country in the news summary column of the morning newspaper: The job market of graduates over the years has been one-sided -- enterprise stalls and graduates are busy handing over their recommendation materials. Held IN FUZHOU TODAY 2000 FUJIAN PROVINCE COLLEGE TECHNICAL SCHOOL GRADUATES SUPPLY AND DEMAND TO MEET ON THE MEETING, A FRESH UNIVERSITY GRADUATES HOWEVER IN THE OPPOSITE DIRECTION, FROM THE RENTAL BOOTH ADVERTISING: "WHO hires ME? A hundred thousand a year!"

The student, Yang Shaofeng, is a trade major at the School of Management of Fuzhou University, where he is vice chairman of the student union and assistant secretary of the school's Youth League Committee. What makes him special is not only that he has a unique understanding of his major -- marketing, but also that he dares to make breakthroughs. Looking at the talent exchange meeting, all of the dark pressure is on job seekers, and Shaofeng Yang, but ingenious, let all graduates and recruitment units below the glasses. On that day, the accumulation of all four years of university "blowout", all the pride and passion at that moment to enjoy the release. It is not a pretentious slogan, but a declaration of confidence, but also a call for the value of talent. On that day, Yang Shaofeng's booth was overwhelmed by the crowd, bombarded by reporters from dozens of news media, more than a dozen big business owners eager for advice, and peers who came to the exchange meeting stopped one after another.

After becoming famous, Yang Shaofeng was not intoxicated by this excellent idea and planning. He knew very well that he was, after all, a fresh college student. After all, theory and practice should have a combined process. To become a real marketing expert, he must have a search process. So he turned down lucrative offers from many entrepreneurs in favor of a growing high-tech company with a monthly salary of only a few thousand yuan. From there, he began his quest one step at a time.

4 Years of college: Planning for tomorrow

Yang Shaofeng was never a genius, and he did not show any special talent in his childhood. He is so ordinary that, apart from being mischievous and having parents who are rural teachers rather than mere farmers, there is little difference between him and his friends, but the difference is that he knows what he needs.

Mediocre people fear tomorrow, wise people look forward to it, and genius plan for it. When Yang Shaofeng filled in 18 marketing lists on the college entrance examination application form, and when he resolutely filled in the "No" in the column of "Yes or no", it may be a kind of willfulness and gamble in the eyes of his classmates and teachers. But, they do not know, this is a young man on the life of a plan, this is a firm belief in success, this is a goal will not give up the lofty ambition!

After entering Fuzhou University, Yang soon became a celebrity in the department, famous for his "business". As a freshman, Yang Shaofeng began to think of ways to solve the problem of their living expenses, one can reduce the burden of the family, and he believes that a future entrepreneur can not solve their living expenses at the university is a very humiliating thing. He started by selling VCR, sportswear, and daily necessities, and then developed into a chain business. When the "business" became big, he was responsible for sourcing products and then wholesaling them back to his classmates at various schools to sell.

Yang Shaofeng succeeded, his secret is a little more clever than others, plus a little more passion than others, a little more effort than others. Just a little bit more, let him in four years of college life more than others to learn a lot. He knew that what he had learned would be useful to society and that the savings of four years would one day be thick and thin. So he's focused, focused on doing something he likes to do, and focused on not doing something he doesn't like to do.

What does he like to do? He likes to turn great plans and ideas into tangible market actions. Yang Shaofeng is not afraid to talk about money, on the contrary, he said that he likes money, money may not be a very smelly fart, but a person's success can be reflected by the money he earns, at least it can reduce the burden of parents. To turn ideas into money, he worked hard on subjects he liked, such as public relations and marketing, so he got good grades in those subjects because he liked them.

What did he not like? It was something he thought was "useless". When more than 80 percent of college students put more than 80 percent of their energy into learning English and computers, Yang Shaofeng is hungry to read books on marketing; When more than 80% of college graduates on paper in addition to the "college English level 6", "computer level 2", the hobby is coming, all graduates Shao-Feng Yang has played down the pride of English and computer skills, and to highlight its marketing planning aspects of practical ability, it is the enterprise need. He is not swayed by mainstream opinions. For English and computer, his idea is just to get by, and he puts more time into practice. "Concentration is the secret of learning the most in the shortest time."

In terms of practice, it should be said that few students

Do it better than he did. When he graduated, he used a set of numbers "23456" to sum up his "achievements" in college. "2" is that during the four years, he has attracted a total of 270,000 yuan for various activities inside and outside the university; "3" refers to the position of general manager assistant of three enterprises during his university life. "4" refers to the four student associations he founded, including Fuzhou University Innovation Association: "5" refers to the fact that he was already a "celebrity" at school, and he was interviewed by five magazines with great influence on teenagers at that time. "6" refers to the six major positions he held at school, such as assistant secretary of the school Youth League Committee, vice chairman of the school Student Union and chairman of the association federation.

3. Challenge McKinsey and become famous twice

Two years after graduation, Yang Shaofeng took practical action to tell people that he had not shouted slogans with lofty sentiments, he had this value.

In 2002, on the surface of the calm Fujian mobile phone market, the situation is dark. A small meeting room on the 13th floor of East Hotel in Fujian province, East China's Fujian Province, Nov. 9, 2019. Participants INCLUDE Yang SHAofeng, HEAD OF Marketing Department of Fujian Unicom, leaders of Fuzhou Unicom Company, AND publicity planners of Unicom, etc.

The atmosphere of the meeting was warm, almost quarrelsome. Perhaps no one would have guessed that it would be such an important outcome of the debate to reject the plan that McKinsey, the leading international consultancy, had done for Unicom and instead adopt the marketing plan proposed by 24-year-old Yang Shaofeng.

No matter what Unicom's leaders think, Yang Shaofeng after reading McKinsey's plan came up with four words "unrealistic". After an in-depth analysis of China Unicom's early market operation, he summarized a series of mistakes made by China Unicom: wrong positioning of the target market; Lack of long-term unity in marketing strategy; The main points of advertising are not clear; He suggested that Unicom immediately stop all previous promotional programs. At the same time, after understanding the relevant background, he made another complete and thorough marketing plan in a short period. He wants to dominate the market with his wits.

On November 13, 2002, the front page and a half page of the Straits Metropolis Daily published the news that "Stop all the original promotion plans Unicom CDMA brewing explosive measures", announcing that Fuzhou Unicom from now on to stop all CDMA sales, the news immediately caused a news war in Fujian media. What happened to CDMA? Originally no one asked the CDMA became the Banyan city media and citizens the most concerned about the topic. Within a week, hundreds of mainstream media reports let CDMA earn enough eyeballs, before Unicom spent ten million yuan advertising has not been able to say clearly said CDMA, Yang Shaofeng did not spend a penny to make its recognition from less than 30% before, quickly rose to 80%.

Then, on the front page of the media a striking advertisement "mobile phone from now on do not pay", caused a strong reaction from consumers, for a time, "mobile phone from now on do not pay" marketing new concept completely changed the consumer's consumption concept, mobile phone retail stores are empty, bank gift outlets crowded. Within a short month, CDMA released more than ten thousand numbers, sales of more than 50 million yuan.

In the case of the limited space to explore the gift plan, Yang Shaofeng used a third trick, which can be called "play hard to get", to use people's psychology to inform the media that the gift plan will end at the end of March 2003. The RESULT IS AS Yang Shaofeng expected when people know that there is no free mobile phone, the market quickly set off a buying frenzy, and many consumers are still waiting to see the embrace of CDMA.

This can be called the Fujian communication industry history of the most brutal commercial war, so Fujian Unicom set a monthly sales record of 70 million yuan, completely changing the pattern of the Fujian mobile communication market. To the surprise of many people, a chief planner is a young man who is only 24 years old and only two years out of college.

4. Change careers to achieve self

Yang Shaofeng has the potential of a good planner, but he is determined not to be a planner, which makes many friends feel sorry for him. But Yang Shaofeng himself never regrets, he has been "industrial to serve the country" complex. Facing the shortage of professional managers in China, his goal is to become an outstanding professional manager and the most successful entrepreneur in China. After LEAVING Fujian Unicom, many Fujian local companies invited him to join, and some companies even as long as others in the past, you can take a stake in management, in addition to the monthly fixed salary of nearly ten thousand yuan, but also can enjoy the company's shares. Moreover, in Fujian, Yang Shaofeng has good interpersonal connections, both in the news media and in the party and government organs, which may be seen as a very important resource by others, but Yang Shaofeng sees the problem from a different perspective: "Because of these relationships, I sometimes do things so smoothly that over time I become dependent on these resources, which is helpful in the short term, but harmful in the long term." Yang Shaofeng had to conquer the world on his own.

Yang Shaofeng knows, that although his hand has a lever enough to move the earth, there must be a fulcrum that can let the force play a role. So he would rather wait, waiting for a fulcrum that can reflect his value and allow him to exert all his strength.

In 2004, as Beijing's real estate industry continued to rise, many people turned to real estate research. At the end of 2004, Yang Shaofeng also entered the Beijing real estate circle. In the circle, he is one of the "big mouths", who always love to say some predictions. Just eight lines predicted that "Beijing housing prices in the next three years will rise at least 15% annually"; In early March 2005, he predicted that the central bank would soon raise interest rates. Every time there is a macro policy or a major fluctuation in real estate, he will always express some views, no matter whether they are fully grounded or not, as long as he thinks they are possible.

Now he is the general manager of Beijing Linda sifang real estate agency, the chief property critic of sina real estate's TOP10, and writes reviews for several real estate professional media. Although Boxing is not long ago, he has accurately predicted the trend of the property market many times, and his views have been repeatedly reported by China Economic Times, Beijing Youth Daily, Beijing News, New Real Estate, and other authoritative domestic media. In the first half of 2007, with the listing of real estate enterprises to stock up on land, China's real estate into a bubble phase, Yang Shaofeng concluded that often in the past will lead to a huge financial crisis and serious social problems, thus calling on the industry calm and suggested that the government strengthen regulation; In August 2007, he asserted that the U.S. subprime mortgage crisis will force the central bank to raise down payments, and judged that the first quarter of 2008 the national housing market turning point will come; September suggested the land department inventory land: October judgment that the central bank will implement a comprehensive monetary tightening policy, real estate stocks will crash...... So far, his prediction of macro-control and market trends is in a word, and this industry was dubbed "Air Force One" title.