史玉柱：骗人的脑白金，无道德的征途，他是如何成为“巨人”的？
Shi Yuzhu: cheat the brain platinum, no moral journey, he is how to become "giant"?
subtitle
老赵说戏骨 Lao Zhao told a story
2021-12-17 15:47 The 2021-12-17 15:47
97年，一个巨人轰然倒塌，而操控巨人的史玉柱进入人生灰暗时刻，不仅欠下2.5亿，还成中国首负。一时间，多少人看他笑话，嘲笑他的自不量力。但三年后，史玉柱顶着压力带着产品脑白金重新入市，成为中国商业史上一个奇人。那他是如何从一无所有到让自己身负债款最后却又成大佬的呢？跟大多数年轻人一样，史玉柱毕业时也很迷茫。但他又不一样，史玉柱肯研究市场，迷茫中又带有方向。当时他就发现不少公司里既有电脑又有打字机，这无疑是种浪费。于是他便想做一种能让电脑实现打字机的作用的软件。说干就干，刚毕业的史玉柱，也不去上班，埋着头在家里苦干。半年后，史玉柱拿着还不成熟的软件和全部身家4000南下深圳创业。
97 years, a giant collapsed, and the control of the giant shi Yuzhu into the gloomy moment of life, not only owe 250 million, but also into China's first negative. For a time, how many people see his joke, laugh at his strength. But three years later, Shi yuzhu, under pressure to re-enter the market with the product Brain Platinum, became one of the wonders of Chinese business history. So how did he go from nothing to drowning himself in debt and then becoming a big man again? Like most young people, Shi yuzhu was confused when he graduated. But he is not the same, Shi Yuzhu willing to study the market, confused with the direction. He found that many companies had both computers and typewriters, which was a waste. So he wanted to make software that would allow computers to do what typewriters do. Say dry dry, just graduated shi Yuzhu, also do not go to work, buried his head in the home hard work. After half a year, Shi Yuzhu is taking the software that still is not mature and whole wealth 4000 south to start a business in Shenzhen.
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但这点钱远不够自己注册公司的，只能先承包一个公司的电脑部。虽然程序还没有完全开发好，但史玉柱决定边开发边，边做市场。当时的他是很狂的，市场目标可是全国。为了打响名声，他特地跑到北京找当时最具权威的计算机报社打广告，可他没钱报社怎么会同意呢？于是他就只能软磨硬泡，最后报社架不住了，跟史玉柱签订一个月内付清的条款，才同意把他的产品登报打广告。靠着颠覆市场的产品，打完广告的史玉柱不停接到买家的电话，有要订购的，有要来看产品的。可他那时没有电脑，怎么给买家展示成为问题，于是他又“空手套白狼”，找到一家卖计算机的商家，故技重施，想要半个月后来付钱。商家的第一反应是强烈拒绝的，但同属于这个行业的人，看过程序后，一致认为这个程序会热销。便同意了史玉柱的要求。
But this money is far from enough to register their own companies, can only contract a company's computer. Although the program has not been completely developed, but Shi Yuzhu decided to edge development edge, edge to do the market. At the time, he was crazy. His target market was national. In order to build a reputation, he specially went to Beijing to find the most authoritative computer newspaper advertising, but he did not have money newspaper how can agree? So he can only soft and hard, finally the newspaper stand, with Shi Yuzhu signed a month to pay the terms, agreed to advertise his products in the newspaper. Relying on subversive market products, hit the advertising Shi Yuzhu kept receiving calls from buyers, have to order, have to see the product. However, he did not have a computer at that time, so how to show the buyers became a problem, so he "empty handed", found a computer seller, the same trick, want to pay half a month later. The initial reaction was a strong rejection, but everyone in the industry, after looking at the app, agreed that it would sell well. Agreed to the shi Yuzhu requirements.
还好这一天史玉柱借到电脑，因为第二天就有买家就来实地考察程序并给他下了一单。第一天他就卖了一万多块钱，两个月后史玉柱就狂赚了100多万。至于他为什么单靠这一产品就能这么赚钱，还要归结于软件的成本是固定的，只有前期投入开发的才算是成本，后期的成本只有软盘的费用，随着买的人越来越多，史玉柱的定价也就越来越高，甚至几万几万的往上涨。这些钱足够他偿还之前的债务。但这时内部却发生了分歧，这时有四个人，史玉柱同另一个人想要再添把火，把钱全投到广告里，而另外两人想要赶紧分钱，僵持不下的双方最终选择分道扬镳。
Fortunately, shi Yuzhu borrowed a computer on this day, because the next day there will be a buyer to field investigation procedures and give him a single. He sold more than 10,000 yuan on the first day, and two months later he raked in more than 1 million yuan. As for why he can make so much money on this product alone, but also attributed to the cost of software is fixed, only the early investment development is the cost, the cost of the late only floppy disk, with more and more people to buy, Shi Yuzhu's pricing is getting higher, even tens of thousands of thousands of to rise. The money was enough to pay off his previous debts. But at this moment internal produced disagreement, there are four people at this moment, Shi Yuzhu with another person want to add fire, put all the money into advertising, and the other two people want to hurriedly cent, the two sides finally choose to go their separate ways.
没有掣肘的史玉柱，果然把剩下的钱都投到营销里，这一举动看似疯狂，但带来的却是可观的收益，一个月就把一百万赚了回来。一年后，他的“三无”企业就已经盈利上千万，人数也增长到了几十人。但市场是残酷的，只要冒头了后面就会有无数的人跟着跑出来。第二年，市场上就出现了与他同类型的产品，甚至比他的还好。这让史玉柱感受到了危机，作为公司里唯一一个研发人员，史玉柱向外界放出消息，自己要去做其他行业了，而他本人却躲在母校偷偷搞研发，就这样一人一屋一台电脑用了半年时间，就让成品走入市场。由于之前广告的成功，要想产品卖得好，就应该在营销上花功夫，于是他想了半个月的名字，修修改改最后定为“巨人”。
No constraints shi Yuzhu, as expected, the rest of the money is invested in marketing, this move seems crazy, but it is considerable income, a month to earn one million back. A year later, his "three Noes" business had made tens of millions in profits and the number of employees had grown to dozens. But the market is cruel, as long as the head behind will have countless people followed out. The next year, there were products of the same type, even better, on the market. This let Shi Yuzhu felt the crisis, as the only r & D personnel in the company, Shi Yuzhu released the news to the outside world, they want to do other industries, and he was hiding in his Alma mater secretly engaged in research and development, so a person a house a computer with half a year, let the finished product into the market. Due to the success of the previous advertising, if you want to sell the product well, you should spend effort on marketing, so he thought of the name for half a month, revise and change the final "giant".
能突出自己的产品，他不惜买下杂志的两个版面，来显示“巨人”两个字。果不其然，这一独特的营销模式，让巨人迅速打开市场，销售额高达1个亿。业绩做起来了，就在珠海注册了公司。之后除了软件，涉及的业务也逐渐多了起来，靠着强大的营销能力，基本是做一个成一个。但后来的史玉柱开始膨胀了，不满足计算机行业，转头做起了保健品，也就是脑白金的前身-脑黄金。一年时间里单靠这一个产品，史玉柱就有3亿多的净利润。尝到甜头的史玉柱开始加大马力不断涉及新的领域。服装、硬件、房地产，而保健品更是开发了十几。然而这些都不及脑黄金来的成功。
To highlight his products, he bought two pages of the magazine to display the word "giant." Sure enough, this unique marketing mode, let the giant quickly open the market, sales as high as 100 million. The performance did, in Zhuhai registered the company. After that, in addition to software, the business involved also gradually increased, relying on the powerful marketing ability, basically do one into another. But later shi Yuzhu began to expand, do not meet the computer industry, turned to make health care products, namely the predecessor of brain platinum - brain gold. One year on this product alone, Shi Yuzhu has a net profit of more than 300 million yuan. Taste the sweet shi Yuzhu began to increase horsepower involved in new areas. Clothing, hardware, real estate, and health care products are developed more than a dozen. But none of this has been as successful as Nongjinlai.
但上头的史玉柱管不了那么多，甚至在继续在他的新业务里一路高歌猛进。很快，他就为无序的扩张付出了代价。当时他在房地产上盖了，巨人大厦。当时每个板块都需要资金，而巨人大厦是最烧钱的一个项目。但就在史玉柱在前方烧钱时，后方公司的账面已经空了。等他反应过来的时候，已经为时已晚，直接欠债2.5亿，成为“中国首负”，而他在珠海的巨人大厦也成了烂尾楼。一时间，史玉柱让所有人都避之不及。但这时就体现出伯乐或者人脉的重要性了。在此前史玉柱结识了泰山会的元老级人物-段永基。二人相识时正值史玉柱风光之时，段永基看着后起之秀十分欣赏，曾多次在公开场合毫不吝啬自己对他的赞赏，甚至将他介绍进泰山会。
But Shi Yuzhu doesn't care that much, and even continues to thrive in his new business. He soon paid the price for his undisciplined expansion. He was building giant towers on real estate. At that time, every sector needed money, and the Giant Tower was the most expensive project. But when shi Yuzhu burns money in front, the book of rear company has been empty. By the time he realized it, it was too late. He was directly in debt of 250 million yuan, becoming "China's first negative debt", and his giant building in Zhuhai had become an unfinished building. For a time, Shi Yuzhu let everyone avoid. But then reflects the importance of bole or contacts. Before shi Yuzhu met taishan senior figures - Duan Yongji. Two people met when shi Yuzhu scenery, Duan Yongji looked at the rising star is very appreciative, has many times in public not stingy to his appreciation, and even introduced him to Mount Taishan.
在史玉柱成为过街老鼠、负债累累时，段永基却依然毫不顾忌外人的看法，打破会员资产必须过1亿的条件，让史玉柱能在落魄的三年里年年都能参加聚会，得到了其他大佬的认可。并在这些大佬的帮助下，史玉柱仅用三年时间便带着脑白金重回市场。在两年内创下10亿销售额的记录。而在这些大佬的影响下，史玉柱也开始玩起了资本游戏。随着脑白金业绩的不断飙升，曾经亏得血本无归的史玉柱决定套现，于是联合自己的老大哥段永基，让他旗下的四通电子以12亿的价格收购脑白金。至此史玉柱成功晋级资本市场。到此为止，史玉柱的人生读起来像是小说中的男主，白手起家却遭重创，跌入谷底又拾得武林秘籍，高调归来终成大佬。但你在网络上会发现，人们对史玉柱的评价却实不太好。
In shi Yuzhu become a rat, in debt, Duan Yongji is still unconcerned about the views of outsiders, breaking the conditions of 100 million member assets, so that Shi Yuzhu can be down and out in three years can attend the party every year, has been recognized by other big men. Below the help that falls in these big man, Shi Yuzhu is taking brain platinum to return to the market with 3 years time only. A record $1 billion in sales in two years. And below the influence of these big man, Shi Yuzhu also began to play capital game. As the ceaseless soaring of brain platinum performance, the Shi Yuzhu that once lost everything decided to cash in, then united his eldest brother Duan Yongji, the four electronic that lets him under his banner acquire brain platinum with the price of 1.2 billion. So far Shi Yuzhu successfully promoted capital market. So far, Shi Yuzhu's life reads like the hero in the novel, started from nothing but hit hard, fell to the bottom and picked up the secret book of martial arts, high-profile return eventually become a big man. But you will find on the Internet, people's evaluation of Shi Yuzhu is actually not very good.
先从他的脑白金说起，还记得他的广告词吗？今年过节不收礼，收礼只收脑白金。当年这句广告语可是被评上年度十大最烂广告语，可是除了这个最烂的，你还见过那个年代的其他广告吗？这就是史玉柱的高明之处。第一次创业时让他意识到营销的重要性，而营销的对象就是顾客，想要把产品卖出去，就要把顾客的心理研究透。于是他在给脑白金想广告语时，走访了大量的中老年人，最后他发现老年人本身对产品是感兴趣的，但他们不会主动买而是希望子女能给他们买，于是他把广告聚焦在中国人逃不了的“送礼”这一环。之后的销售额足以证明这场营销是成功的。但除了这一广告语，脑白金其实主打的是让老年人变年轻、延缓衰老、美容养颜的功效。但到最后大家才发现，脑白金的成分其实就是褪黑素。
Let's start with his brain platinum. Remember his AD? This year's festival does not accept gifts, gifts only accept brain platinum. It was one of the 10 worst advertising slogans of the year, but have you seen any other ads from that era? This is the brilliance of Shi Yuzhu. When he started his first business, he realized the importance of marketing, and the target of marketing is customers. In order to sell products, customers' psychology should be thoroughly studied. Therefore, he visited a large number of middle-aged and elderly people when he came up with advertising slogans for Naobin. Finally, he found that the elderly themselves were interested in the product, but they would not take the initiative to buy it but hoped that their children could buy it for them. Therefore, he focused the advertisement on the "gift", which is inevitable for Chinese people. Subsequent sales are enough to prove that the campaign was successful. But in addition to this slogan, brain platinum is actually the main focus is to let the elderly become young, delay aging, beauty effect. But it turns out that brain platinum is actually melatonin.
而随着时间越长大家发现脑白金并没有什么实质性的作用，于是纷纷在网上骂他是个大骗子。而让他受争议的其实是他的游戏《征途》。作为一个全新的领域，在还未开发游戏前，史玉柱就把游戏玩家的心理摸透了。这款游戏集结了贪婪、懒惰、虚荣甚至是色欲等多重人性，让大批玩家对它欲罢不能，甚至影响青少年的发展，因为这款游戏打出了能赚钱的旗号，让不少学生上钩，但据青少年网协主任透漏：这个工资指的只是游戏币，而非现金。这一极具误导性的宣传大大增加了玩家沉迷游戏的可能。而在游戏内容上，史玉柱利用人性的弱点，将现实不能做的事搬到游戏里，比如设置DB，让玩家的内心得到了极大的满足。
And as time grows everybody discovers brain platinum does not have what substantive effect, scold him on the net in succession then is a big cheater. But it was his game quest that made him controversial. As a new field, before the development of the game, Shi Yuzhu on the game players' psychology. The game gathered his greed, laziness, vanity, and even multiple human nature, lust, so that a large number of players on it, and even affect the development of the teenagers, because the game with the banner of can make money, make a lot of students take the bait, but according to teenagers cta director revealed: the wage refers to the only game currency, rather than cash. This misleading claim greatly increases the chances that players will become addicted to the game. And in the game content, Shi Yuzhu uses the weakness of human nature, the reality can not do things moved to the game, such as setting up DB, so that the heart of the players have been greatly satisfied.
于是有越来越多的人开始在网上质疑史玉柱，批他毫无底线，就连刘强东也站出来说史玉柱根本不是企业家，就是个土豪而已。可无论大家多么愤怒，都奈何不了史玉柱。无论是脑白金还是征途，他都没有明确的触及法律底线，只是游走在道德边缘，利用人性漏洞来获取利益。作为消费者，我们也只能在道德层面上谴责他。如今史玉柱已经隐居幕后，曾经的光辉与质疑也随着时间的流逝逐渐被人遗忘。但他的成功依旧被很多企业家奉为经典，但他的营销也的确存在问题，人性是经不起考验的。商人，可以赚钱但不能毫无底线。这也是史玉柱的经历给那些人的忠告。
As a result, more and more people began to question Shi yuzhu on the Internet, criticizing him for having no bottom line. Even Liu Qiangdong came out to say that Shi yuzhu is not an entrepreneur at all, but a tuhao. But no matter how angry we are, can not do shi Yuzhu. Whether it is brain platinum or journey, he did not explicitly touch the bottom line of the law, just walk on the edge of morality, using human nature loopholes to obtain benefits. As consumers, we can only condemn him on a moral level. Now Shi Yuzhu has been reclusive behind the scenes, once the brilliance and doubt as time goes by gradually forgotten. But his success is still regarded as a classic by many entrepreneurs, but his marketing does have problems, human nature can not stand the test. Businessmen can make money but not without a bottom line. This is also shi Yuzhu's experience to those who advise.
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