My Age of Investment

   Chapter 984 Home Appliances Going to the Countryside

  Time entered December, and the weather dropped significantly.

  Zhongguancun Software Park, a few cars slowly stopped in front of a building.

  The upright bodyguard wearing a black woolen coat opened the back seat door, and Xia Jingxing slowly got out of the car.

   Feeling the cold air outside, he hurriedly tightened his coat and rubbed his hands again.

  I went out and strolled around, and then returned to the capital still a little uncomfortable.

  At this time, Li Ying and Liu Xiaoduo walked out of another car talking and laughing.

  Xia Jingxing smiled and looked at them: "What are you talking about? So happy?"

   "Sister Ying said she wanted to persuade Kelon's board of directors to donate air conditioners to rural primary schools."

Seeing Xia Jingxing’s gaze, Li Ying immediately explained: “I just saw the children in the countryside have a difficult learning environment. Many people have frostbite on their hands. When writing, their fingers are swollen and even the pen can’t be held firmly.”

  Xia Jingxing nodded slightly, “I understand how you want to help these children, but this matter is a bit complicated.

  Donation is very simple. Donating 1,000 or 10,000 air conditioners is no problem, but who will pay for the subsequent electricity bills? Have you thought about this question? "

  "School pays!" Liu Xiaoduo said naturally.

   "Those schools in remote mountainous areas have little financial allocations, so they have to add a new electricity bill?"

  Xia Jingxing shook his head and said, “This is not right. It’s better to buy some warm gloves and earmuffs to donate to rural elementary school students. It shows love and care, and it will not cause any follow-up management problems.”

   Liu Xiaoduo opened her mouth to ask, but Li Ying pulled her sleeve to stop it.

   "Oh, I want to make it simple. If this is not done properly, it will have a negative effect. The government finances in the city are more generous, and many elementary schools have not installed air conditioning.

  To solve these problems, the countryside still needs to become rich. "

  Xia Jingxing smiled and nodded towards Li Ying. It seems that the other party is fully aware of the difficulty of this matter. The face project is simple and easy, but what's the point? Public welfare undertakings must be carefully implemented.

  "My personal foundation has been donating to rural primary schools over the years, but only donated sports equipment, extracurricular books, and donated teaching buildings and playgrounds.

  There is no need to over-elevate the teaching environment and reach above the average level.

  If you really have that kind of heart, it's better to help more people. "

   Li Ying smiled, “I still fall into a misunderstanding of thinking and have some utilitarianism. I want to echo this pilot activity of home appliances to the countryside and build a good corporate image in the rural market.”

  Xia Jingxing did not speak, but recalled her life in the countryside during this period.

  Last month, the Ministry of Finance and the Ministry of Commerce proposed to conduct pilot projects for home appliances to the countryside in Shandong, Henan, and Sichuan, and provide direct financial subsidies of 13% of the product sales price for the three major categories of color TVs, refrigerators and mobile phones.

  The subsidy will be officially implemented on the 1st of this month.

  Under Xia Jingxing’s order, Skyworth TV and Rongsheng Refrigerators under the Fuxing Industry Group actively participated in this pilot activity for home appliances to the countryside to seize the opportunity.

  Even Xia Jingxing took the secretary Liu Xiaoduo and the president of the home appliance business group Li Ying personally to inspect the three provinces, and talked with electrical appliance distributors in counties and towns to understand the actual needs of farmers, and make some preparations for next year's greater action.

  The influence of the financial crisis has not yet fully spread. By next year, the country will call out the slogan of expanding domestic demand and at the same time promote the policy of home appliances to the countryside throughout the country.

Most of the home appliance companies under the Fuxing Industry Group are second-tier brands, with low popularity and small market share.

  The home appliances going to the countryside is a good opportunity for Fuxing Industrial Group to capture the sinking market. Once it operates, it may be able to fight a turnaround and quickly weaken the gap with domestic first-line brands.

  In short, Xia Jingxing attaches great importance to home appliances going to the countryside.

After coming to the office upstairs and sitting down, Xia Jingxing asked Liu Xiaoduo to summon the senior executives of the group to the conference room for a meeting.

After Lin Bing, Deng Yuanyun and other executives sat down one by one, Li Ying began to share his experience of going to the countryside.

  "In the past, the rural market has not received much attention from home appliance manufacturers due to factors such as relatively fragmented, low consumption levels, and much higher costs in logistics and after-sales service than in cities.

  But I believe that as the policy of home appliances to the countryside continues to deepen, the factors restricting farmers' consumption of home appliances will gradually begin to ease.

  We have personally visited counties and small towns. Farmer consumers are very enthusiastic about buying home appliances. They don’t have money, but they deposit all their money in the bank, and they don’t want to spend it.

  However, the launch of the home appliance subsidy policy this time will make farmers feel tangible benefits and will greatly stimulate the consumption potential in rural areas. "

  Lin Bing frowned, and mobile phones are also among the commodities subsidized by the Home Appliances Going to the Countryside Policy.

However, with the high price of 4,000 yuan and above for Fuxing mobile phones, even after subsidies, it will sell for at least 3,400 yuan, and smart phones are not as rigidly needed as home appliances. He estimated that Fuxing mobile phones should temporarily be compared with the vastness. The rural market is nowhere to be found.

  Li Ying continued: "This is an opportunity and also a challenge.

  To truly eat this wave of dividends, we need to make some changes that are more suitable for the rural environment around the rural market.

  For example, add mouse-proof and lightning-proof design to household appliances, or add rural environment adaptability functions such as moisture-proof, ultra-wide power supply, and super signal reception to household appliances.

  At the same time, it is necessary to improve the rural sales channels and circulation service system to extend the business reach from the first- and second-tier cities to the vast county and township markets.

  After-sales service guarantee also needs to be further improved. Farmers expect home appliances to go to the countryside, and they also look forward to "service to the countryside". The brand's reputation should not be damaged by quickly seizing the market.

  According to my observation, the old brand color TV sets such as Changhong and Konka have gone downhill for many years, but in the eyes of farmers, they are still one of the best color TV brands. "

  Deng Yuanyun asked: "Why?"

   "Because the first color TVs purchased by many rural families are Changhong and Konka!"

  Xia Jingxing opened her mouth and immediately attracted the eyes of everyone in the room.

   "Ten years ago, they were the best color TV brands, and their brand image was deeply rooted in the hearts of the people."

  Speaking of this, Xia Jingxing smiled, “Because the news is blocked in the countryside, I don’t know that the two color TV giants are old and left behind in the new technology era.”

  Li Ying nodded, "Yes, I am still a little worried that Skyworth is not better than other brands in the rural market."

  Xia Jingxing said lightly: "This requires you to find a way!"

  "Unfortunately, air conditioners, kitchen appliances, and small appliances are not included in this subsidy list. Otherwise, several companies can cooperate with some activities, such as buying a TV and giving away small appliances, buying a refrigerator and giving away a three to five hundred yuan air-conditioning coupon..."

Looking at Li Ying's regretful eyes, Xia Jingxing smiled and said, "Didn't the government say everything? This is a pilot project. Once the results are good, the successful experience will definitely be extended to the whole country, and more subsidized categories will be expanded at the same time. "

   "What if the effect is not good?"

  Deng Yuanyun raised an objection. He watched Xia Jingxing and slowly stated: “According to Mr. Xia, we need to transform the production line of home appliances for the rural market, we need to sink the sales network to township areas, and we also need to improve after-sales service outlets...

  All these counts add up, which is a big investment. "

  Xia Jingxing smiled and said: “I know that the investment is not small, so Envision Capital decided to increase the capital of various home appliance companies, replenish ammunition, and do a big job in the rural market.

  In the past one or two years, several home appliance companies have not made much development. They focus on stable transition and resource integration.

Now a new market opportunity is in front of us. If we can’t seize this opportunity to change the home appliance industry pattern, when the home appliance market enters the stage of stock competition in the future, the fight will become very tragic, and our home appliance brands will also be in a better position. Passive situation. "

  Seeing that Xia Jingxing was so confident, Deng Yuanyun couldn’t say much anymore.

  However, Xia Jingxing gave more explanation: “The US financial market is now very volatile. If a financial crisis breaks out, my country’s foreign trade exports, foundry and other industries will be greatly affected, and the home appliance industry cannot be left alone.

  We are not only going to the countryside to grab the market, but also an act of self-help. "

   Hearing this, Deng Yuanyun was shocked, and asked in an uncertain tone: “Mr. Xia, do you think that kind of financial crisis that will spread to the world will erupt?”

  Xia Jingxing nodded lightly, no longer making redundant explanations.

  Everyone looked serious, and they were all calculating in their hearts how much impact the financial crisis would have on the business sector under their control.

  Xia Jingxing did not let them think for too long, and soon passed the proposal to increase capital in the home appliance business segment. When the board of directors decides again, the capital increase will be officially finalized.

  ……

  ……

  China Digital’s board of directors has been reorganized, with Chen Hong as the nominal CEO and Xie Yun as the actual president.

  After taking office, Xie Yun, as a new official, quickly finished a few fires.

  The first fire, the salary increase document for all employees was distributed to 19 branches and nearly 10,000 employees across the country, and the hearts of the people immediately settled down.

  For ordinary employees, as long as they add money, they are definitely good bosses.

  The employees who were in the wait-and-see state no longer wait and see, and begin to return to the new shareholders and new management;

   Those who are welcoming and optimistic towards new shareholders have become more welcoming and optimistic, and sincerely support them.

The second fire is that a large number of vacancies left behind by a large number of middle and high-level managers who followed Guo Wei’s job hopping were filled by people promoted by China Digital. Many of them were old people who had worked in Conscience before the split. .

  In addition, Xie Yun, who has been appointed as the president, immediately broke the rumors that Xia Jingxing did not wait to see the old conscience department and wanted to purge these people.

  Of course, Envision Capital and Renaissance Industry Group have sent many people to join China Digital. For example, the human and financial departments have undergone major job changes.

  But the technical, sales and other departments have not changed much. The people who stayed are either promoted or raised, and everyone is satisfied.

  The third fire is the equity incentive plan.

China Digital officially submitted a report to the Hong Kong Stock Exchange. It plans to grant 35 million shares, accounting for about 4% of the total share capital, to reward employees. The exercise price is set at HK$5, which is sixty-six from the closing price of HK$7.5 on the previous trading day. fold.

  After the announcement, the stock price not only did not fall, but directly broke through 8 Hong Kong dollars.

  Because the company’s annual performance targets for the next five years are disclosed together with the equity incentive plan, employees can only obtain these options if both the revenue and profit targets meet the expectations.

  For employees, only if the company’s performance is increased and the stock price rises, the granted options can be exercised and sold for profit.

  Otherwise, the stock price has fallen below 5 Hong Kong dollars, even if the option is obtained, it is a piece of waste paper, and it is impossible to lose money to exercise the right.

  At the same time, China Digital also announced to the outside world that it has reached a cooperation agreement with Fuxing Mobile, and will obtain the mainland China agency of this only smart phone in China.

  As soon as the news came out, China Digital’s stock price rose again, and it is just around the corner before it breaks through the double-digit share price.

  With a set of combination punches, China Digital's internal stability is completely stabilized. The cost of Guo Wei's digging people has become very large, and it is even more difficult.

Xia Jingxing was sitting in the office on the 18th floor of China Digital Building. After hearing Xie Yun report to him a series of recent changes in the company, he nodded and said: "Yes, I just went to the company and saw that the employees are full of energy. , It’s a world away from last month."

  Xie Yun smiled. Seeing that the boss was so satisfied, he was relieved. It was not worth his hard work in the past month.

  He knows very well that he is still in the review period. If he doesn’t make some quick results, let alone being promoted to CEO, it will be difficult to go back to be a vice president.

Chen Hong smiled and said: "Lao Xie has become a trapeze and a speaker this month. Not only did every branch rush to condolences and comfort, he also gave a speech to the grassroots employees, introducing the new shareholders’ capital strength and various idea."

  Xia Jingxing looked at Xie Yun a few times carefully. The latter looked tired and bloodshot in his eyes. It seemed that there was no slack at all, which left him a lot of good impressions.

   "Old Xie, I have been working hard during this time! Next, take a good rest for a few days and don't worry too much."

  Xie Yun smiled: “Mr. Xia, it’s okay. Although my method is a bit stupid, I can’t find any other more efficient method at this point.

  In addition, I also talked to the general managers of each branch company one by one, and inspected everyone.

  Except for the Xuzhou branch, the other 18 branches are generally stable. "

  Xia Jingxing asked: "What's the situation in Xuzhou?"

"This branch was established in 1999, and China Digital was only spun off from Conscience in 2000. Therefore, this branch is very experienced and one of the best performing branches. It is also the General Administration of Customs. The only software developer in the country for the "Networked Supervision Zone Information Platform".

  The general manager of the Xuzhou branch is named Wang Xin. I talked to him, and it feels quite normal, and it works well with our work.

  However, some people reported below that the Xuzhou branch is very abnormal recently. Many customers will not renew their contracts after their cooperation expires, including the largest customer, the General Administration of Customs. "

  Xie Yun said with a serious expression: "I now suspect that Wang Xin is trying to empty the Xuzhou branch. Next, I want to organize personnel to investigate in Xuzhou."

  Xia Jingxing's complexion was calm, and after a long silence, he said, "Don't pay attention to this matter, wait a minute."

   "Ignore it?"

  Xie Yun looked surprised, "Mr. Xia, if this rat is allowed to embezzle the company's interests, then the Xuzhou branch will be abolished!"

  Xia Jingxing smiled slightly, "If you waste it, you will waste it. After the chaos, there will be a big cure."

  Xie Yun faintly felt that this matter was not as simple as it was on the surface, but he knew that he had just taken refuge and had not gained the trust of the boss, so he didn't ask much.

  Sitting for a while, Xie Yun left, only Xia Jingxing and Chen Hong were left in the room.

  "Don't shoot yet?"

  Xia Jingxing gave Chen Hong a glance, and said with a smile: "What anxiously, this governance company is just like fishing, requiring patience."

  (End of this chapter)