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    Chapter 258: Brand building is very important

    The next day, after the ribbon cutting, the main staff of Country Garden gathered in the conference room for a meeting.  Of course, the ribbon-cutting on the scene is not completely over yet, and there are still some follow-up activities, but there is no need for Lian Haotian and others to come forward to entertain. This ribbon-cutting has also ushered in a new peak for Country Garden's sales.  It can last for at least half a month. The happiest people are the boys in the marketing department.

    As for Lian Haotian and others gathering here, it is natural to hold a summary meeting of Country Garden, not a shareholders' meeting. Of course, everyone here more or less owns some shares of Country Garden, but the amount is large.  It's just a small problem. As early as two months ago, Liu Xun and several other major shareholders decided to use 5% of their shares to reward middle and senior managers. Although it is not too much to allocate to each person, it is still a small amount.  Let everyone have the thought of struggle.  Naturally, these five percent will not be awarded at once, but will be a continuous process, and will not be evenly distributed to everyone, but will depend on the work situation.

    In fact, such summary meetings are often held within Country Garden, such as head-to-head meetings, which are held every morning and evening. For slightly more formal meetings, they will be held at least once every ten days. However, Liu Xun's attendance is very rare.  , this hands-off shopkeeper is so comfortable that even Shan Xiuling can't stand it. She is now the person with the most shares in Country Garden, besides Liu Xun, Lian Haotian, Gao Wei, and Zhou Peidong.  , although it is still very few compared to these four people.

    Those sitting in the conference room are all relatively important people in Country Garden, but there are many newly recruited middle managers who don¡¯t even know them. Lian Haotian and Zhou Peidong are sitting on the main seat, accompanying them.  Who is this young man? The number of times this kid has appeared is so rare that although they know that there is such a legendary figure in Country Garden, they never know who he is and have no chance to meet him. Today is the official meeting.  Well, in fact, the original purpose of this meeting was to let Liu Xun get to know each other.  Well, it was actually to let everyone get to know Liu Xun. According to what this boy said, it was to prevent the two of them from happening to fall in love with the same girl when they went to the nightclub, so that they would not get into a fight with their subordinates who did not know each other and make a joke.

    However, people in the marketing department are no strangers to Liu Xun. Almost everyone in the marketing department from top to bottom has met with Liu Xun. In fact, all the veterans of this department are recruited by Liu Xun and Shan Xiuling. Bi  Liu Xun was almost entirely responsible for the marketing of Guiyuan in the early days of its establishment. Those people who usually regarded themselves as elites often felt ashamed in front of Liu Xun. They felt that with their level, they were not even qualified to carry Liu Xun's shoes.  , naturally had a deep memory of Liu Xun, and knew that he was Young Master Xun of Country Garden.  Liu Xun's legendary reputation among Country Garden employees also spread through their mouths.

    This summary meeting is different from the past. In addition to summarizing the work situation in the previous period, it also determines the direction of Country Garden's next development. Up to now, Country Garden is no longer a small business, but every move is involved.  The behemoth was in the corner of many people's eyes, so the meeting was held while Liu Xun was here.

    Lian Haotian first introduced Liu Xun to a few other people who didn't know him with a smile, clarifying Liu Xun's status in the company. Only then did those people know that the young man in front of him who looked less than twenty years old was not only a  He is the nephew of Zhou Peidong, the company's major shareholder, and he is also the company's major shareholder. He is also a core figure of the company and a legendary figure among the marketing elites, although they do not understand what this is.  Only the old employees at the founding of Country Garden, including Shan Xiuling, can understand that the success of Country Garden today is mostly due to Liu Xun.

    There were not many people qualified to participate in this meeting, and it was less than three slaps. Except for the three newcomers, Liu Xun had seen most of the others, so the atmosphere was not very serious.

    "Young Master Xun, this Country Garden is your property after all. You can't like the new and be disgusted with the old. If you have new ideas, you will completely ignore Country Garden and stay in the United States all day. I said, you are throwing your hands away.  Being the shopkeeper is a bit too comfortable, so I can¡¯t just do nothing.¡±

    Gao Wei knew that Liu Xun had been busy setting up a company in the United States, but he didn't know the details very well. He had called Liu Xun several times, and from his tone of voice, he knew that there was almost no way for them to get involved in the American industry.  I have no other thoughts. As long as Country Garden stall develops, hehe, I won¡¯t be able to finish it in a lifetime

    But the current situation is that Liu Xun, who has made great contributions to Country Garden, is not focused on the development of Country Garden at all. Gao Wei can only use this method to let Liu Xun contribute.

    Gao Wei naturally didn¡¯t know what kind of shock his shout brought to the senior managers present. Before the ribbon-cutting in Country Garden, although everyone knewHe said that the three major shareholders of Country Garden all have good backgrounds, Gao Wei, Lian Haotian, and Zhou Peidong. However, they don¡¯t know the specific backgrounds. They only know that Gao Wei defeated Country Garden in his first appearance.  Yuan previously had a loan of 40 million from the bank.

    However, the people who attended the ribbon-cutting yesterday gave them a thorough understanding of how unbelievable these three people are in the country, especially Gao Wei, whose ranking within the party is absolutely terrifying, even for the most powerful.  The inconspicuous Zhou Peidong also has a father who is about to become a provincial governor.

    The backgrounds of these three people were revealed a little. The middle and senior management of Country Garden were completely determined. Well, they have been following these three people for the rest of their lives. That's right. In China, there are Yaneis who have a higher status than Gao Wei.  I can¡¯t even count how many.

    But what did they hear just now?  Gao Wei actually wanted to call Liu Xun Young Master Xun. Even the yamen wanted to fawn over the young master. What kind of yamen should he be?  The general secretary¡¯s son?  But it seems that the general secretary¡¯s surname is not Liu. Um, could it be that he is an illegitimate child?

    Several people have already begun to guess Liu Xun's identity and background in their hearts. How could they know that Gao Wei's name of Young Master Xun was just a joke and smooth talk.

    Liu Xun chuckled and said, "Brother Lian and Brother Gao don't talk like this. In fact, you all have done a good job. There is no room for me to intervene. If I insist on interfering, I won't rob you."  job. In fact, the development of Country Garden to its current level is the result of the joint efforts of all colleagues here, not the contribution of any one person. Moreover, as you know, I can only say something from a high position, and I can only say something from a high position.  As a reference, I can¡¯t do anything specific and minute.¡±

    "Xiao Xun, then you can speak from a high position, is it possible that you still want to be my uncle's soft talk? Hehe, even if you take away our jobs, we will be happy. As long as you are willing to come back and take charge of the work, I  He Haotian will abdicate immediately and let Xian move his seat for you." After saying that, Zhou Peidong laughed first, but he did have this intention. As long as Liu Xun is willing to come back to Country Garden to take charge of the work, he is really willing to abdicate and make way for Xian, but at present  Judging from the situation, Liu Xun no longer likes this stall in Country Garden.

    "Hehe," Liu Xun touched his nose and smiled. He didn't take Zhou Peidong's statement to heart. He was basically not ready to interfere in Country Garden now. First of all, this was the stage of Lian Haotian's and his friends' lives.  Secondly, Liu Xun had a bigger stage waiting for him to perform. He smiled slightly, nodded to Shan Xiuling, and then opened the folder at hand. Although he was no longer prepared to interfere in Country Garden's affairs, as the company's major shareholder  , If you don¡¯t say something, it would really be a bit difficult. What this kid is best at is speaking from a high position.

    "Actually, for now, Country Garden has done very well in many aspects. Whether it is educational real estate, star real estate, or zero-interest financing, we are at the forefront of the country. The first phase of the project  All have been sold out, all funds have been withdrawn, and the construction of the second phase of the project is in full swing. It is expected that the first batch of owners will be able to move in in two months, and all of them will be able to move in by the end of this year. These are very good, especially in terms of living conditions, which are among the best in the country.  All of them are ranked high. Of course, what we are more proficient in is Country Garden¡¯s profitability. Among real estate companies of the same size, the profitability is comparable to Country Garden. I¡¯m afraid there are few in the country.  but¡­¡­"

    As soon as Liu Xun said these two words, everyone in the conference room pricked up their ears to listen. Lian Haotian knew that the words after these two words were the key point. Although he listened to the basketful of good things in front of him,  Comfortable, but that's not what they want.

    When it comes to treating Liu Xun's opinions, several shareholders of Country Garden have been surprisingly consistent, that is, they attach 100% importance to Liu Xun's opinions. Shan Xiuling has even taken out work notes to prepare records. This is a good habit when encountering  Developed after meeting Liu Xun, Liu Xun's unconstrained ideas always make her eyes light up.

    "I think you can feel a lot from the sales of the second phase of the project. We made hundreds of millions from the sales of 1,500 villas in the first phase of the project, but we must realize that the reason why we can  We earn so much because we paid a very low price for taking over these 1,500 villas. Instead of paying a lot of money, we built Jingshan School and a four-star hotel after taking over the house. Moreover, we have to admit that when Lao Yang was in Germany  Shun won so much land at a low price. Not only are we benefiting now, but future projects will also benefit. But the profiteering period of the first phase of the project is over. Although the profits of the second phase of the project are also very high, I believe you can  I feel that this should fall into the category of normal profits.¡±

    Zhou Peidong nodded in agreement, "I asked the finance department to do the calculations carefully. We made a huge profit from the first phase of the project. The total funds withdrawn exceeded 700 million. Excluding all investments, our profit was close to 500 million."  of RMB, and it is this money that gives us the confidence to carry out the construction of the second phase of the project, but as you just said, the second phaseAlthough the profits from this project are huge, they are much lower than the huge profits from the first phase of the project.  The data given by the finance department is that according to the current sales situation, after excluding various costs, the total revenue of the 2,500 villas can only be the same as the first phase of the project.  In other words, the ultimate profit is around 500 million, or even only over 400 million.  "

    When the department managers below heard "only" in front of more than 400 million, they almost dropped their glasses. Oh, do you think Country Garden is a bank or a mint that prints RMB? The second phase of Country Garden is in  We were able to complete the withdrawal of most of the funds before the end of the year, and earned more than 400 million during this period, which is still not enough. Isn't this a good deal despite being cheap?  These days, how many companies can make a net profit of 500 million yuan a year?  Even state-owned enterprises can be counted, with annual profits exceeding 100 million, but the entire Donghai Province may not have many.

    Of course they don't know that Lian Haotian, Gao Wei and Zhou Peidong have tasted the sweetness of the US land certificate project. Although the three of them have a small share in the US land certificate project, even if each of them only has 10%  , what they get by the end of the year will definitely exceed their income from Country Garden, but they pay very little, so they use only two words.  However, they also know that opportunities like U.S. land certificates are rare. If you can make a fortune this year, you will already make a lot of money. You cannot have such an opportunity every year. If you want to make money, you still have to do business honestly.  Running Country Garden well and honestly is the long-term solution.

    The total amount of the second phase project is one thousand more villas than the first phase project, which is equivalent to two-thirds of the housing supply of the first phase project. However, with so much more, the income is only the same as that of the first phase project.  The project is the same, even slightly less than the first phase project, with a profit of 500 million at most. This is mainly because the first phase project actually took advantage of Lao Yang, who previously ran Country Garden, but that kind of advantage is only  If you can get it once, there will be no second chance. If you want to make money in the future, you can only do it step by step honestly and down-to-earth.

    In fact, even if the profit margin of the second phase of the project is reduced, it is still relatively high compared to other domestic real estate developers. These days, the commercial housing market has not yet fully developed, and real estate has not been classified as  In the pillar industry, most real estate developers can basically maintain profit margins at about 40%. Compared with Country Garden, it is in the sky and on the ground. You must know that the first phase of Country Garden¡¯s project is in full swing.  The total investment did not exceed 200 million, but the profit reached 500 million. Although the investment in the second phase of the project was large, it was still far away from 1 billion, but Lian Haotian had seen how the US land certificate was used to make money.  A few people were just slightly unbalanced.

    When Shan Xiuling was in Country Garden, she would usually preside over such meetings, "Mr.  We have a good relationship with Deshun City and the Donghai Provincial Government, and the financing difficulty is relatively small. Next, whether to continue to launch the third phase of Country Garden in Deshun area or to copy Deshun Country Garden in other places  Regarding the model, even Mr. President and Mr. Zhou couldn¡¯t make up their minds. They discussed it several times, but in the end it came to nothing. In the end, it¡¯s up to you to make the decision.¡±

    Liu Xun chuckled, "Brother Lian, Brother Gao, if you can't make up your mind, then I have no choice. The development of Country Garden will ultimately depend on you. I won't comment on this."  , but I want to say something in other aspects. The scale of Country Garden is not small now. If all assets are counted, the first and second phases of Country Garden¡¯s projects together will cost one billion. Even if  Just counting all the assets, that's more than one billion, which can be considered a large enterprise, not to mention the brand value. In fact, in the entire Deshun City, there are only a few companies with assets over one billion.  As far as Donghai Province is concerned, they are all capable companies. Then, for the next development, we should consider some things, such as building brand value."

    "Building brand value?" Gao Wei was a little confused, "I know about brands. Isn't it just made of advertisements? Our country garden is now considered to be rich and powerful, so we can spend money on it. Besides, real estate is a thing  , do you still want to build a brand?¡±

    It has to be said that what Gao Wei said was a bit amateurish. He was not a business professional after all, and Lian Haotian would definitely not have said such a level of words.

    Therefore, Liu Xun shook his head slightly, "What you are talking about is popularity, not brand. Building a brand is not that simple. Especially in the process of growing a company, we must pay attention to brand building. For example  Tell me," Liu Xun smiled very strangely on his face, well, I'm sure, that smile was indescribably strange.

    "Take the example of a boy chasing a girl. If a boy wants to pursue the girl he likes, he must confess his love. Let's talk about how to express his love. Well, those of you who don't have a wife are lucky. It's rare for you to have a wife.  The young master teaches everyoneTeach the knowledge of picking up girls.  "

    Everyone smiled kindly, but their ears stood up high, wanting to see what Liu Xun was going to say.

    "If a boy says to a girl: I am the best, I promise to make you happy, come with me, this way of confession is sales, straightforward, and the simplest. In fact, many people are used to this way; and if  A boy says to a girl: My dad has three houses. Be good to me and they will all belong to you from now on. This should be called promotion, using visible benefits to deceive people. This is the most common and common method in shopping malls;  If a boy doesn¡¯t express his love to a girl at all, but the girl is fascinated by the boy¡¯s temperament and demeanor, this is marketing. Write this down, and people in our marketing department must think about it carefully. We strive to achieve this in Country Garden¡¯s sales.  Marketing, not sales or promotion, we need to think carefully about how to do it, of course, now we have done a very good job."

    Liu Xun said this, deliberately pausing before continuing, "What I said before is actually just foreshadowing. The key is at the end. The end of this example is that if a girl doesn't know a boy, but all her friends are interested in that guy,  The boys praised him endlessly. This is the highest level of picking up girls. Of course, this is also the brand. Now everyone understands it? What I said about building a brand is to achieve this. There is a wealthy businessman who wants to buy a villa. He doesn¡¯t know that we  Country Garden, but the wealthy businessmen and friends he knows all praise Country Garden. If he has achieved this, then I can say that Country Garden has become a first-class real estate developer in the country."

    There was a slight silence in the conference room, and then everyone applauded in unison. Some of them may understand the brand, and some may not, but there is no doubt that no one can use Liu Xun's method.  Expressing it in an easy-to-understand way for everyone, the newcomers finally understood how Liu Xun's legendary reputation came about.

    Shan Xiuling rolled her eyes at Liu Xun, probably because she thought it was inappropriate to use the example of picking up girls, but then she smiled and said, "The example Mr. Xun gave is vivid, but if you think about it carefully, the brand is not specific.  This is indeed what happened. As Mr. Xun said, what we have to do is to have a wealthy businessman want to buy a villa. He does not know our Country Garden, but all the wealthy businessmen he knows praise Country Garden.  Country Garden has positioned high-end residences in terms of grade, which determines that our main consumers are the people who got rich first in the country, the elite class. Therefore, sales and promotion are naturally not the way we need. We must do it.  Even if we don't say it ourselves, all the owners are fascinated by our villas, and that's all. As for brand building, this is not something that happens overnight, it is a long-term process. Of course, Country Garden wants to go further.  If you want to enter another level, you must pay attention to brand building from now on. On this point, Mr. Xun and I have the same opinion."

    "Hey, I didn't expect that you are really good at it. You can think of all these examples. This foreign ink is just different after drinking it. How about I go to the United States for two days and try it?" Gao Wei said eagerly.  Like, "But tell me, kid, which of the above methods do you use to chase girls?"

    "Um," Liu Xun wanted to talk about the brand, but even if he was thick-skinned, it would be hard to say it in front of so many people, so he could only talk about other things.

    Liu Xun has always just given advice from a high position. He mentioned the building of the brand, but Liu Xun doesn't need to worry about how to shape it. Country Garden has raised a large group of people who are called elites, and these people are not for nothing.  Those who eat, of course have them to make plans.

    ¡°We must follow one principle in building the brand, that is, our Country Garden is a high-end villa, and it must revolve around the theme of high-end and cannot deviate from this center. We are not ordinary commercial housing, and the customers we face are not ordinary people.  , but wealthy people with certain economic conditions must always highlight our high-end status and must be distinguished from other real estate properties in terms of status.¡±

    Shan Xiuling nodded and recorded all Liu Xun's words. She thought to herself, it seems that she can't relax even when she comes back to China. She has to work like a cow or a horse for him in the United States, but when she returns to China, she still has to be a cow or a horse.  I am destined to be eaten by him for the rest of my life, this charming little man!

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