Chen Zhuo was invited into the large conference room. He came early and the inside was empty, and the staff had not started to make tea.

After waiting for several minutes, someone finally came. Chen Zhuo immediately stepped forward and shook hands: "Hello, my name is Chen Zhuo, a salesperson in the Northeast region."

"Hello, hello, my name is Zheng Xuehong." Old Zheng was thrusting his big belly and his figure was fatter than before.

"It turned out to be Mr. Zheng, I'm rude!" Chen Zhuo was quite excited. He saw Zheng Xuehong sitting at the leadership table yesterday, and now he finally got the chance. This is one of the legendary "Three Musketeers of the Company"!

Zheng Xuehong patted Chen Zhuo on the shoulder: "Come on, young man, I have heard of you. You have done a good job in the Northeast!"

Chen Zhuo said modestly: "I just made a small achievement and I will work harder in the future."

Zheng Xuehong said: "Today is the chairman's personal lecture. You have to listen carefully. His lecture is not something that ordinary people can hear."

Chen Zhuo hurriedly said, "I must study hard."

Zheng Xuehong found his seat, took out a newspaper and read it, and did not talk to Chen Zhuo anymore.

Chen Zhuo was staying in the house. As long as someone came in, he would definitely shake hands and greet him. He would soon impress the people who were in the meeting today.

More than 20 conference rooms came one after another, most of them were senior executives of the company, and some excellent middle-level cadres like Chen Zhuo. When there were too many people, Chen Zhuo was embarrassed to get close to him. Too much is not enough. Too bad things will only make people feel that he loves to do things.

Song Weiyang came in wearing a down jacket, and the others were all suits and tied, which instantly looked unique.

"Welcome to the chairman to give you a lecture!" Yang Xin took the lead in clapping his face.

Amid the sound of a slap, Song Weiyang raised his hand and said, "Stop shooting, I don't have such a big official airs, everyone is more casual."

Chen Zhuo sat in a relatively back seat, took out a pen and notebook, and prepared to record the content of today's speech.

Song Weiyang did not talk nonsense, but went straight to the point: "I don't care about the actual work of the company. General Manager Yang Xin is fully responsible for this. Today, I will only talk about the general direction of the company's development. You are all leaders, how should you be a qualified leader? I summarize it into nine words: set a strategy, set a team, and lead the team!"

"First of all, we need to set strategic goals. When managing production, we must set strategic goals in advance in terms of efficiency, cost, quality, technology, etc. For example, compressing costs to the lowest level in the industry and improving quality to the international level. It is normal to not achieve the goal for the time being. As long as we determine the direction, we can achieve it step by step. This is the case with production, transportation, and sales. You have different positions in charge, but you all need to set strategic goals and then break them down into small goals."

"The second is to build a team. To put it more elegantly, it is team building. Appoint appropriate talents, build management teams, sales teams, production teams... If the team is not well built, no matter how exciting the strategy is, it is still a castle in the air."

"The end is to lead the team. This is to do things. Whatever the style of the leader is, his team will present a style. No matter what style it is, I only have one requirement: be able to do things!"

"If you can do the above three points well, you can become a qualified leader. The key is to explore and experience it yourself."

Chen Zhuo carefully recorded the nine words "setting strategies, building teams, and leading teams". He found that it was all nonsense, but after thinking about it carefully, he summarized the essence of being a leader. This can not only be placed in the enterprise, but even going to government agencies to do things, it is a golden rule.

Song Weiyang suddenly stood up and said, "I am the biggest leader of Xifeng Company, so today I will set a strategy for everyone. First of all, the creation of corporate culture, a team without ideas, not a qualified team. A company without culture is not a good company. Send the booklet!"

The staff immediately took action and sent a booklet to everyone.

"First talk about Xifeng's core goal," Song Weiyang raised a finger, "that is to be the first! Now we produce canned and iced tea, we must be the first in the industry in these two products. Next, we must be the first in the beverage industry, China, and the world. No matter what we do, we must do the best. Even if we cannot achieve it, we must work in this direction!"

"Let's talk about the corporate spirit, sixteen words: dedicated to serving the country, honesty for the people, talent is the only way to start a business and innovation! Dedication to serving the country is easy to understand. What is integrity for the people? We cannot make counterfeit and shoddy products. We must first dare to eat what we produce! There is also talent for promoting, and those who have the ability will go up, and those who don't have the ability will go down, just talk about credit, regardless of hard work, and resolutely eliminate nepotism! Entrepreneurship and innovation, let's talk about entrepreneurship first, I'm starting a business, you are starting a business, and I hope everyone will regard Xifeng as their own career. If you have your efforts, Xifeng will never be stingy with rewards! As for innovation, it refers to innovation in many aspects. Technology needs to innovate, products need to innovate, sales need to innovate, and we cannot stand still. Also, everyone's ideas and concepts must also be innovative. Different from the times and the public's consumption concepts have changed, you are still stuck in the past."

"Finally speaking, the eight words are: management-based, and channels lead to victory! In the next ten years, or even twenty years, these eight words are the foundation for Xifeng's development and growth. I will slowly optimize the management system and rules and regulations. Everyone must do things according to the rules. Once they violate it, they will never tolerate it. There are still channels, we must slowly shrink to the municipal and county level, and eventually eliminate agents!"

"Baoba!" Yang Xin took the lead in applauding.

Song Weiyang said all the programmatic content, and as for actual operations, Yang Xin needed to be responsible.

"Corporate culture construction is not a matter of one or two days," Song Weiyang asked the staff to send a brochure, "Today I will talk about brand strategy. Does anyone know what brand strategy is?"

No one answered.

Chen Zhuo pricked up his ears and listened. This was the first time he heard this word.

Song Weiyang said: "Three years ago, Ogilvy Group, one of the world's largest communication companies, jointly established a "Shenghai Ogilvy" with China's largest advertising company. This company not only advertises, but also is responsible for image formulation and publicity for the company and brand strategic planning. Its US headquarter has many customers, Ford, Kodak, ibm, Shell... These international companies are Ogilvy's customers. But I am not going to cooperate with Ogilvy, why? Because Ogilvy is an expert in the international community, but in China, Ogilvy is just a blind person, whoever believes in anyone who is stupid!"

"Ha ha ha ha!"

There was a burst of laughter in the conference room.

Many communication companies, including Ogilvy, and many so-called experts and scholars, have been slandering Wahaha since the late 1990s. Because Wahaha’s brand strategy does not conform to their philosophy, it is said every year that Wahaha will definitely be done if it continues like this, but Wahaha’s brand is becoming bigger and bigger in this kind of slandering.

Song Weiyang said: "As early as the 1950s, an American advertiser created the Usp theory, which was to seize the unique selling points of the product and spread it to build its own unique personal brand. This theory has been abandoned by American entrepreneurs because international competition is too fierce and commodity homogeneity is too serious. A unique selling point cannot attract customers. Then Americans created image theory, such as Colonel KFC, Uncle McDonald's, and Marlboro cigarettes linked themselves to cowboys, which are all products of brand image theory. What do you think of brand image theory?"

Chen Tao smiled and said, "I think it's very awesome. When I think of fast food, my first reaction is Colonel KFC."

Song Weiyang smiled and said: "The brand image theory has been abandoned by Americans, and now only a few super-large brands are still in use."

"Abandoned?" Not only Chen Tao was surprised, but others also found it incredible.

Such two powerful brand theories have long been abandoned by American entrepreneurs. How big is the gap between China and the United States!

Song Weiyang said: "The brand theory that is popular in the world now is positioning theory, which follows one center and two basic points. That is, building a brand as the center, with competition orientation and consumer mind as the basic points. When they do product positioning, this product does not need to be a product, it may be a service, it may be a feeling, it may be a sentiment. Using this product positioning also induces consumers to have a special status in the minds of consumers. Pepsi is now making a furious, and its positioning is only two words: young! What idols are young people like, Pepsi will invite them to endorse and advertise, so that the concept of "young people should drink Pepsi" is deeply rooted in people's hearts."

These words seemed to open the door to a new world for everyone, and they suddenly realized: It turns out that this is possible to make a brand like this!

"But," said Song Weiyang, "we can't just learn from Americans! Ogilvy now formulates brand strategies for Chinese companies, which are based on positioning theory, making them fancy and whistle. China is not the United States, and China's consumer market is still in a blank state. We only need the Usp theory of the United States in the 1950s to grow."

"Of course, we cannot abandon the advanced things of the Americans. So in Xifeng's brand strategy, my requirement is to take a multi-pronged approach."

"First of all, we need to have a brand positioning. What is this positioning? It is a patriot! We have taken the first step. Next, we have to play the patriotism card to make Xifeng the pride of the national brand. The main color of the Xifeng trademark is red, which just shows the Chinese characteristics. We want to make a touch of red in the beverage industry!"
Chapter completed!