Chapter 227: A Special Guest

It's one thing to say that you've changed the course of history or that you've shot yourself in the foot. Regardless, the matter of the CCTV advertising bidding has been settled.

It's a year earlier than expected, which means the benchmark has shifted, rendering one of Li Xian's trump cards ineffective. But it also means that the springtime for the liquor industry will come sooner.

In the early 1990s, the liquor brand wars were fiercely contested. Brands like Kongfu Family, Kongfu Feast, and Qin Pool were all notable players. However, the real opportunity for these brands to expand nationwide and grow their revenues from tens of millions to billions came with the CCTV advertising bidding.

Among these brands, Kongfu Family was always the supporting player. Although it was the first to launch an advertising war, and despite its repeated losses in the bidding, it managed to secure its position among the top tier in the liquor industry by investing heavily in TV dramas and second-tier prime time ads.

This demonstrates how much CCTV's advertising could boost the liquor industry.

Li Xian, who had returned from his trip, understood deeply that the next three years would be a prime period for the liquor industry's development. It would also be the last chance for Bangye Liquor to seize a big opportunity with its relatively small scale.

After 1996, the country would adjust the liquor industry due to its excessive consumption of grain resources. The industry would face a downturn. From that point on, few liquor brands would achieve the same brilliance as Kongfu Family and Qin Pool did in the early 90s.

With this understanding, Li Xian immediately finalized the "Invisible Wings" and booked a flight back to Ice City.

The impact of bidding for CCTV's top advertising spot on Bangye Liquor's business was significant, and the funds involved would be far beyond a mere million. He needed to discuss and prepare with the county.

It was late August now, and according to Tan Xisong, the bidding date was tentatively set for November 8, which has a lucky connotation of "eight eights."

There was still time to rush things.

But was Li Xian short of time?

Clearly not.

What he lacked was money.

Back then, airplane tickets were still printed in four colors. Although not as refined as future tickets with commemorative stamps or beautiful promotional designs, they had their own charm.

The service on planes was still rudimentary, but compared to twenty years later, which only offered instant coffee, Sprite, and a single hot meal, it was more varied.

For example, on the flight Li Xian was on, not only did the stewardess give a small panda keychain and a box of five panda-brand cigarettes after boarding, but once the flight was steady, another stewardess asked if he wanted some Moutai.

First class was indeed indulgent.

…

While Li Xian was soaring above the clouds.

In Ice City, within the provincial government office building, Sun Weimin was receiving a special guest from the central government.

Although their ranks were similar, Sun Weimin was older by a decade or so, and his tone was slightly informal: "Comrade Guangyuan, what's the matter this time? Why did you, the Director-General, come all the way to the Northeast?"

The middle-aged man smiled slightly and was about to speak when Sun Weiguo interrupted: "Don't say it. Let me guess. Did the central government propose new requirements for the economic reform in the Northeast? Is it necessary for your commission to coordinate and oversee?"

The middle-aged man was taken aback but then smiled and said, "Secretary Sun is truly experienced. These small changes can't escape your sharp eyes."

As Sun Weimin spoke with joy about the progress and achievements of economic reforms in Longjiang Province recently, the middle-aged man's smile slowly faded.

Having been in the officialdom for decades, Sun Weimin could tell from the man's expression that the matter was not so simple.

"Comrade Guangyuan, are there any additional requirements from the central government?"

He keenly caught the subtle changes in the man's expression and asked.

The middle-aged man put down his teacup, neither confirming nor denying: "Indeed, there are requirements. Since the 14th National Congress, economic reform has gone through its initial stage. Our research across the country has shown that the results of economic reform are encouraging, and the direction is correct. We must continue with reform and opening up…"

"Comrade Guangyuan."

Sun Weimin raised his hand to stop him, gazing at him seriously.

"Alright," the middle-aged man nodded, "I'll be straightforward. There are two main objectives for my visit to the Northeast."

Although Sun Weimin had a good memory, he didn't dare be complacent and quickly took out a small notebook and placed it on the coffee table.

"First, economic reform will continue as a major national party and government objective. This is indisputable. We must earnestly implement the policy of reform, opening up, and market economy. This is a well-established fact, and I believe every province understands this."

Sun Weimin nodded.

The middle-aged man hesitated for a moment, clasping his hands together, "As for the second point… Currently, the country has achieved remarkable results in economic reform, but the pressure is equally immense. The consequences of the economic shock therapy in Russia are worth our reflection.

Through extensive discussions, we believe that economic reform cannot be done overnight. We need to have some reservations or insurance measures. After all, our national conditions are here. Transitioning from a planned economy to a market economy in a country with over a billion people is like dancing on a bomb. We need an insurance mechanism.

And the Northeast, as an old industrial base and an important grain-producing region, is undoubtedly the most stable support point. With this support, national economic reform can proceed more confidently."

As he spoke, Sun Weimin's hand stopped.

He widened his eyes and looked up at the man, his neck turning red after a long pause.

"What does this mean? Are you asking us to let other regions revitalize their economies while we stick to a planned economy? That's not fair!"

"Hey!" The middle-aged man noticed Sun Weimin's agitation and waved his hand, "That's not the decision. What we mean is that economic reform in the Northeast should have some reservations. Light industry and commerce should be reformed, but heavy industry, basic industries, and agriculture must be retained. At critical moments, the country needs to rely on them."

Sun Weimin understood what the middle-aged man meant.

"So the commission's intention is to have us marketize the less important industries, while keeping the most necessary and burdened enterprises? What kind of reform is this? It's like tying our hands and feet and making us run a marathon with shackles!"

He slammed the table.

"Secretary Sun, please don't be so agitated! This is the organization's decision, and I'm here to discuss it with you in advance."

The middle-aged man seemed to have anticipated this reaction and responded calmly.

However, Sun Weimin wasn't swayed. "Comrade Guangyuan, you should be aware of the consequences of this approach. It places us in the second tier of reform! The situation in Longjiang is not optimistic! Our geographical environment is not advantageous for market economy. Now, you're tying our hands and feet. You've worked in Longjiang before, and you should understand the land! The commission has to be responsible to the country, but I also have to be responsible to the people of Longjiang!"

The middle-aged man's face stiffened.

After a long silence, he softened his tone: "Secretary Sun, don't be so upset. Personally, I wish every household and every individual in Longjiang well. However, we are dealing with national interests. I hope you can understand."

His tone was calm, but the content was decisive.

Sun Weimin knew that this was a done deal.

…

The conversation between the two lasted for a full three hours. When they emerged from the meeting room, Lai Yunhao, the Provincial Office Director, noticed that Secretary Sun's expression was somewhat unfriendly.

As Lai Yunhao was pondering, Sun Weimin beckoned to him, "Yunhao, I'm tired and want to rest for a while. Please see off Director Xia."

With that, he left with his hands behind his back.

Behind him, Xia Guangyuan shook his head with a wry smile.

These old revolutionaries had strong emotions.

Maybe the organization should advocate for younger cadres.

"Director Xia, please this way."

As Lai Yunhao led the way, he bowed slightly.

"Secretary Sun is like that—very straightforward and always uncompromising in work. If there's any issue, please don't blame him."

On the way to the courtyard, Lai Yunhao busily smoothed things over for his boss.

Xia Guangyuan smiled without saying anything. He had heard of Sun Weimin's reputation during his time as a sent-down youth. He had even prepared for scolding. From the fact that he wasn't scolded, Sun Weimin had shown restraint.

Blame?

Not really.

It's all part of the job.

As he got into the car, Lai Yunhao took something from one of the attendants and handed it to Xia Guangyuan.

"Director Xia, this is our Longjiang's local liquor. To support local industry development, Secretary Sun specially prepared it for every guest visiting Longjiang. It's not valuable or inappropriate, so please accept it."

Xia Guangyuan smiled and nodded at Lai Yunhao, "In that case, thank Secretary Sun for me."

As the car slowly started, Xia Guangyuan waved goodbye to the people outside and then looked at the two black ceramic bottles.

He picked up the liquor gently and saw the Bangye label.

 A hint of pain appeared on his brow.

The secretary who had accompanied him in the front seat noticed this.

"Director Xia, are you okay? Was Secretary Sun too forceful?"

"It's fine. It went more smoothly than expected."

Xia Guangyuan's expression returned to calm.

After thinking for a moment, he handed the two bottles of liquor to the secretary.

"Xiao Wang, take these back for the family. I… don't drink."