All the children in the kindergarten learned a nursery rhyme "Birds in Hao Han". From spring to autumn, Hao Han birds always sing the same song: "Winter is coming, I want to build a nest." However, when winter came, people found that the Hao Han Bird's Nest had not been built, and it had frozen to death in the tree. Middle school students in China all know this story: in the distant state of Shu, there are two monks, one is poor and the other is rich. One day, the poor monk said to the rich monk, "I want to go to Mount Putuo in the South China Sea. How about it? " The rich monk said, "What are you going to do?" The poor monk said, "I have a bottle and a bowl." The rich monk said, "Many years ago, I planned to buy a boat down the river, but I haven't bought it yet. What are you going to do? " The next year, the poor monk happily returned from the South China Sea and told the rich monk. The rich monk bowed his head in shame. Mr. Lu Xun once said: "Since ancient times, there have been people who have worked hard, people who have defended the people, and people who have sacrificed their lives for the law ... This is the backbone of China." Self-cultivation and self-cultivation, the rule of the family and the world, no matter which one is inseparable from hard work. In 2002, I just joined Galanz and accompanied Mr. Liang Qingde, the chairman of the group, on a long journey. When we walked to the most difficult southwest Shu Road in China, Uncle De quoted a famous sentence in Caigen Tan: "If you want to be a fine gold and beautiful jade, you must first forge it from fire; Li Siju's efforts in the open air must be on thin ice. " He told me with his own experience that wealth is suffering and wealth is hard work. It can be said that the growth history of private enterprises in China is a struggle history of persisting in goals, persevering, being brave in practice and pursuing Excellence. Galanz is like this, so is Europe, so is Huawei, and so is Zhangzidao. In 2003, when Yuan Yin was interviewed by Galanz, he extracted "Galanz spirit-particularly practical". Galanz people created immortal achievements with the steadiness of elephants, the concentration of Dayu, the cooperation of geese, the dedication of Gong Yu, the innovation of Pangu and the dedication of ascetic monks. With the continuous in-depth excavation of teacher Yuan Yin and the vigorous promotion and dissemination of Junfeng Media colleagues all over the country, Galanz's fighting spirit is widely known and deeply rooted in people's hearts. Now, Ms. Yuan Yin has used her "golden tongue" to dig out a bigger rich mine-China's fighting spirit, which has been responded by Ms. Wang Hongyan. They systematically summarized the champions and leading enterprises in different industries such as Huawei, Oupai, Galanz, Wang Laoji, Skyworth, EVOC, Holiland, Flame, Far East, OSL Lauder, Shandong Jinhao, Patriot, Rebecca, Mousse, Obert, Chiba Songzi, Zhangzidao, South Beauty, Ajisen, Guangdong Wuyeshen and Pan Gaoshou from the initial Galanz case. With the rise of China, the Chinese nation has embarked on the "road of rejuvenation", and we have ushered in the "strategic opportunity period of China" which has never happened in a thousand years. How can the descendants of the Dragon seize this strategic opportunity period, want to do things, dare to do things, know how to do things, and build a great China with the spirit of hard struggle in China? For individuals, it is to carry forward the spirit of "chewing roots and doing great things"; For enterprises, it is necessary to carry forward the grassroots spirit of "give some soil growth and give some sunshine"; For the country, it is necessary to carry forward the pragmatic spirit of "rejuvenating the country and talking about the wrong country". Oppose the formalism of "patting your head to think things, patting your chest to do things, patting your ass to do bad things"; Oppose the opportunism of "mixing things, smooth sailing, outstanding contribution, boring, excellent performance appraisal, kicking each other's balls and cheering for the future"; Oppose the bureaucracy that "the stage is full of hype, the stage is sleepy, the stage is sweating and snoring everywhere", "the lightning and thunder are hot in the upper layer, the middle layer is scattered, and the grassroots is quietly cold" ... Philosophers say that how far a person can go depends on who he walks with; How successful a person can be depends on who gives him advice; How good a person can be depends on who he is with. Life is born to work. How to do it well? Please look at China's hard-working spirit carefully polished by Yuan Yin and Wang Hongyan. This is the spirit of China people, and this is the DNA—— of China's backbone-diligence.

(Zhao Weimin, a famous planner who personally planned "China's Hard Work Spirit", once served as a consultant for many enterprises in South China and was the spokesperson of the original Galanz enterprise. Today, many enterprises learn from Galanz's fighting spirit, and some enterprises also regard it as the topic of a reading contest. We are very happy.

When we first studied enterprise cases, there was no standard for enterprise case marketing, so we had to cross the river by feeling the stones.

It can be said that Galanz people have given us the greatest trust, and they very much welcome us to study Galanz's case. Later, we finally wrote "Galanz Business Road" and then wrote the manuscript of "Galanz Spirit". When planning to launch Galanz spirit, there are great differences within Junfeng Media. The title of Galanz spirit will attract some people's approval and some people's opposition: "I have my own entrepreneurial spirit, so why should I learn Galanz spirit?" Besides, enterprises will also establish their own culture, but their own corporate culture is also the spirit of Galanz, right? So some of us advocate using the subtitle "particularly practical" as the title of the book. However, due to the deep feelings accumulated by some of us when studying the Galanz case, we are very reluctant to deviate from the market rules, even if it is a mistake.

Finally, the book was published under the title of "The Spirit of Galanz". Although there is a sentence on the cover of the book: "In China business circles, Vanke's views and Galanz's spirit are well known." It doesn't give every dark cloud a glimmer of hope. The sales of this book in the south are still good, and more northerners and northern enterprises don't buy it at all. Those of us who advocate the title of "Galanz Spirit" are blaming ourselves. "It's too much." At the same time, we put forward an idea-what should we do? In order to stimulate the purchasing power of the northern market, then we will take the initiative to market, and we must tell you the spirit of Galanz. So several of our book salesmen began to publicize Galanz's practical spirit course. At that time, they didn't even know what internal training was and what an open class was. Slowly, we pushed the course to training companies all over the country, and the students naturally got a copy of Galanz's spirit when they attended the class.

When we do this, we have realized that we are doing case communication-spreading Galanz cases through lectures. At this time, Junfeng Media is quietly transforming from a book planning and communication company to the first institution specializing in corporate case marketing in China. However, the operation method is completely effortless, with case development results (i.e. case books, CDs and courses), and then case exchanges (i.e. case books, CDs and national lectures on case courses). Write it in the simplest formula: case marketing = case research and development+case communication.

What is commendable is that our model has been proved profitable by practice at the same time.

At the same time, we also gained a good reputation: we do case marketing and pay attention to communication! When spreading the spirit of Galanz, the fighting spirit has been widely recognized by the business community, which is also the reason why China Fighting Spirit was planned and published.

In the book "The Spirit of China", while adopting the case of Galanz, we also wrote more cases of outstanding enterprises in China, which jointly supported the proposition of China's spirit of hard work. This book has been deeply loved by all walks of life, and the leaders and staff of the publishing house have devoted a lot of energy. Friends from the business circles in China also responded to our call and put forward expropriation cases, many of which are little known. Our training concept of "educating Chinese enterprises with Chinese enterprise cases" has become more and more clear in the process of planning "China's spirit of hard work"-too many excellent enterprises are down-to-earth, winning the market, getting the respect of customers and getting partners in the constant pursuit, and some even have won their own positions in foreign strong markets and gained the ability of sustainable development ... We have a heavy sense of mission, that is, spreading more excellent enterprise cases in China.

From Galanz's fighting spirit to China's fighting spirit, we are moving from immaturity to maturity. We are grateful for the trust given to us by the business community in China, which enables us to take on greater responsibilities and give back to the society today. The activity of "buy books and send free training courses" planned by Junfeng Media has begun. We have reason to believe that with the strong support of publishing houses, Chinese enterprises and all walks of life, we will go further and further, because when we record the hardships of Chinese enterprises, we already have the genes and ability to do it.

(Wang Chunfeng is the chief planner of the case book department of China Champion Enterprise and the secretary general of China Champion Enterprise Summit; Yuan Yin is the executive director of the case study center of the champion enterprise, and the author of the Spirit of Galanz and the Spirit of China.