Zhou Dongsheng's words are basically completely contrary to Nie Yunchen's business philosophy. No matter how convinced he is of Zhou Dongsheng, a noble man, Nie Yunchen will inevitably feel a little bit of resistance in his heart.
Seeing the unnatural expression on Nie Yunchen's face, Zhou Dongsheng was not surprised. After all, Nie Yunchen was a young man who made his fortune from scratch.
In just five years, it was able to break out of the small town with the Imperial Tea brand and create a milk tea brand that countless people are eager to imitate. It also relied on the "HiTea" brand to achieve rebirth and achieve a perfect turnaround. battle……
Achieving such an achievement is enough to make Nie Yunchen look proud of his peers. In the process, Nie Yunchen's opinions and persistence have naturally been shaped, such as insisting on self-operated stores and never opening franchises.
These persistences have made Heytea a breath of fresh air among tea drink brands, and have achieved its transcendent status as an industry leader. However, they have also indirectly led to Heytea's complacency.
Then, when the trend of the times changed, we misjudged the direction and gave up the market in vain, thus dragging down our own development pace. Finally, in the face of the facts, we had no choice but to choose to open up franchising...
However, it was already too late. The track was already extremely crowded with countless latecomers. The huge flock of sheep swarmed up and easily overwhelmed the leader, Heytea.
And when the brand tone is continuously diluted and consumers return to rationality, the final focus will still be on cost-effectiveness. After all, in the final analysis, isn't this just a cup of milk tea?
"In a highly competitive and open market like milk tea, Mr. Nie undoubtedly relies on innovation. With innovative categories such as original cheese milk caps, he has become a blockbuster in the industry and has been recognized and praised by many consumers... "
Zhou Dongsheng spoke in a leisurely and unhurried manner, explaining his views.
"At the same time, it has also been imitated and learned by many peers! However, due to lack of brand awareness, Mr. Nie also missed an opportunity to occupy the market, which led to the proliferation of the Imperial Tea brand..."
At the beginning, Nie Yunchen showed a trace of pride on his face. After all, such an achievement of innovating with the old is still the foundation of Heytea to this day, and it is also a major motivation for Nie Yunchen to persist in research and development.
Success is due to innovation, and when you taste the sweetness brought by innovation, you will naturally stick to this path, which forms a simple power loop.
When talking about the latter, Nie Yunchen couldn't help but show a hint of indignation on his face. It was precisely because of the large number of imitators and their uneven quality that had a great impact on Imperial Tea that he, the original creator, was forced to leave and start a new business...
"Although Mr. Nie woke up in time and made a wonderful turnaround with "HiTea", the reason why it was so successful, apart from the credit of you and me, is ultimately because the industry is not yet mature and has not formed an overly high level. barrier!"
"However, such an opportunity is rare. Being lucky enough to seize it once does not mean that you will be lucky enough to get it a second time. However, Mr. Nie's idea of relying on innovation alone to form brand barriers is a bit too idealistic..."
"After all, Imperial Tea's results have proved that innovation is expensive and there will always be times when it becomes unsustainable, and the cost of imitation by latecomers is very low. Under the ebb and flow of one another, the lower cost advantage is enough for them to quickly Dominate the market……"
"Compared with the unstable practice of relying on innovation to form barriers, we should make full use of the first-mover advantage, take the initiative, and firmly hold pricing power in our own hands through supply chain and other measures to form price barriers.
The means of competition will undoubtedly need to be more stable."
"If Heytea takes the initiative to lower prices and takes the lead in entering the low-price market, just relying on the advantage of being first in the minds of consumers will be enough to invisibly raise the entry threshold for latecomers and compress their price space..."
"It is better to proactively engage in price wars than to be passive."
Zhou Dongsheng looked like he was strategizing, and the confidence in his tone was particularly convincing. After all, in Nie Yunchen's mind, Zhou Dongsheng's image also had a preconceived effect.
"However, Jay Chou... rashly cutting prices is indeed miraculous in attracting new customers, but... it will also hurt old customers.
Psychologically, there may even be a backlash against the brand, and wouldn’t it please both sides?”
Even so, Nie Yunchen did not blindly worship him. Instead, he raised objections from his own perspective. Although the two were in the same boat of interests, they were in different locations and the scenery they saw was naturally different.
Although the view on the deck is broad, when it comes to understanding the route, it is obviously only the helmsman who can understand it thoroughly. The issue Nie Yunchen considered is undoubtedly more practical.
Price itself is the anchor of brand value. Once the price anchor is lost, it is very likely to lead to the collapse of the brand's tone. This is why many luxury goods will never take the initiative to lower their prices to cater to the market even if their sales are poor.
After all, a simple and crude method like lowering prices can achieve a strong promotional effect in the short term, but in the long run it is a waste of money...
For this reason, the brand can only take a curveball approach to save the country and use means such as distribution of goods for promotion to minimize the impact on the brand.
Either they reduce prices in the name of giving back to new and old customers, or they use the platform's big promotions to eliminate inventory by giving away profits...
Therefore, Nie Yunchen takes it for granted that although Zhou Dongsheng has made great achievements in the capital market, it does not mean that he knows everything about business operations. It is reasonable to have blind spots in this regard, right?
After all, no one is perfect.
Zhou Dongsheng was not surprised by this, and said with his expression unchanged: "This is natural, but there are many ways to fight a price war. It does not have to be a direct price reduction. We can also adopt a more tactful one.
means……"
"As long as consumers can get real discounts in the end, it is enough. On the surface, our prices can remain unchanged, but we can indirectly reduce prices through coupons, activities, etc...."
Speaking of this, Zhou Dongsheng couldn't help but sigh. Although this trick is simple, it is the most simple one. If it is used to the extreme, it will undoubtedly have miraculous effects.
And Nie Yunchen's idea is not wrong. Zhou Dongsheng is indeed a person who has never eaten pork, but he can't help it. He has seen too many pigs, especially when there is a newcomer who must be mentioned in this three-acre land of milk tea.
This trick is used to the extreme...
That is the famous Luckin Coffee!
Although it is under the banner of "coffee", the essence of this thing is no different from milk tea, except that the tea is replaced by coffee, and the way of making the product is also based on the idea of making milk tea...
However, at that time, there was already a strong competitor in the domestic coffee market who had been working here for more than 20 years, with thousands of stores across the country.
Therefore, in the eyes of many people, Luckin Coffee is undoubtedly going to the toilet with a lantern - looking for shit!
The slogan of creating a "world-class coffee brand originating from China" not only failed to gain recognition from the general public, but also made people feel ridiculous.
However, the market is often so anti-human. The less favored a project is, the more it will find a new way to occupy a place in the milk tea field in the name of "coffee"!
It even nearly delisted after experiencing a major debt crisis that was almost devastating. As a result, it relied on a series of operations and a sudden comeback to achieve "unprecedented" profits, which shocked the entire market...
Such a legendary experience once became a hot topic that people talk about. Its "conscientious behavior" of collecting capital and subsidizing domestic consumers has been praised and recognized by many consumers.
Of course, everything has its pros and cons, and its actions have had a profound impact on the market to a certain extent, which I won’t mention here for now.
But from the perspective of consumers, we naturally hope that the more such "conscientious companies" the better. Although Zhou Dongsheng is not a fan of coffee, but in the face of its almost free preferential price...
Anyone who has ever had sex for free has to say: It smells so good!
There is such an example of "the pearl comes first". Zhou Dongsheng also knows something about it. After a little estimation of the time, the Luckin Coffee project is about to enter the stage of history.
Is it time to go on stage?
The thoughts in Zhou Dongsheng's mind were racing, but it was just a flash of lightning. After hearing Zhou Dongsheng's casual words, Nie Yunchen's thoughts also opened up, and his eyes lit up.
"This kind of marketing method really kills two birds with one stone. It can not only resolve conflicts, but also attract new customers..."
"I take back what I said before. Sure enough, Jay Chou is still Jay Chou. No matter how far apart he is, he can't stop his far-sightedness. I will offer a glass of wine to apologize to Jay Chou!"
Nie Yunchen said very openly, then picked up the wine glass and drank it all in one gulp.
Zhou Dongsheng waved his hand indifferently, "Hey, Mr. Nie is serious. In terms of experience in the tea industry, I am really a master of tricks in front of Mr. Nie, but when it comes to marketing and other methods, that can be regarded as my strength.
OK……"
"So, we can make Heytea bigger and bigger by learning from each other's strengths, right?"
"Finally, I would like to send a message to Mr. Nie. It took him five years to get out of the small town and let Heytea bloom in big cities. But I also hope that Mr. Nie will not forget his original intention and bring Heytea back to the small town."
"Wherever you come from, you must return to where you are." Zhou Dongsheng said meaningfully.
And these words could not help but make Nie Yunchen think deeply, but why did these words sound familiar?
Isn’t this a replica of “from the masses, to the masses”?
"After being taught by Chairman Zhou, listening to your words is better than reading ten years of books. I can't help but suddenly understand Heytea's future plans. I was too persistent before..." Nie Yunchen said with emotion.
"Persistence is a good thing, but only when you let go of your obsession at the right time can you go further. I believe in Mr. Nie's ability, and I will still unswervingly help Mr. Nie!"
Zhou Dongsheng said cheerfully, and then raised the tea cup in his hand to indicate that he was replacing wine with tea, and everything went without saying.
………
The next day, after the matter in Pengcheng came to an end, Zhou Dongsheng naturally came to Yangcheng, which was just across the border.
Returning to his real base camp, Zhou Dongsheng couldn't help but feel more cordial.
Whether it was Little People Media at the beginning, the PUBG company later established, or the prototype of Dongsheng Investment at the beginning, all of this was undoubtedly in Yangcheng.
Nowadays, times have changed, and everything has naturally undergone earth-shaking changes. Naturally, Zhou Dongsheng has heard a little bit about this...
When Zhou Dongsheng and others walked out of the high-speed rail station, Xu Kaidao, who had been waiting here for a long time with a smile on his face, came to greet him immediately.
"Hello, Chairman, welcome to the Chairman to guide the work..."
After receiving the news that Zhou Dongsheng and others were about to arrive in Yangcheng, Xu Kaidao naturally took on the task of taking over the task.
Seeing the humerus minister who followed him at the beginning, Zhou Dongsheng couldn't help but smile brightly, patted his shoulder and said with a smile: "Old Xu, you are fine..."
After exchanging a few words, a group of people also came outside. Xu Kaidao walked up to a black Mercedes-Benz S series in three steps and opened the door, "Chairman please!"
Obviously, as one of the most senior group veterans, today Xu Kaidao is naturally exchanging a shotgun for a cannon. Just relying on the dividends brought by equity incentives is enough to achieve financial freedom.
Zhou Dongsheng nodded, not politely, and got into the car without hesitation. Li Jiana, the personal assistant, naturally sat aside. The two bodyguards were naturally not left behind. Xu Kaidao, who was impeccable in his work, naturally prepared two cars.
The two cars drove in the direction of the company, one behind the other.
On the way, Xu Kaidao also took the opportunity to introduce the current situation of the company to Zhou Dongsheng. Although the establishment of Dongsheng Group merged the two major media into Dongsheng Media Department, it did not prevent the two from still operating independently.
After all, the purpose of merging is to fully leverage synergies, not to go to great lengths to move the two companies together.
The business focus of the two companies is different. After completing the integration of resources, each can perform their own duties and can focus more on developing their respective businesses.
in,
Little People Media is still in charge of the live broadcast business, while businesses such as internet celebrity operations are left to Yi Nian Media.
The entire Dongsheng Media department is now coordinated by Xu Kaidao, with Xu Ruoan as his deputy, who is also in charge of film and television investment.
As for Little Man Media, thanks to Zhou Dongsheng’s solid talent pool, it still maintains its leading position in the industry.
Just reaping the industry dividends is enough to make a lot of money. At the same time, in order to meet the needs of development, we are constantly expanding our territory...
"Boss, do you still remember the original industrial park? Now it is a little unable to meet the development needs of our group, especially since we have our game business next door..."
"However, it is worth mentioning that with the support of our two star companies, the value of this industrial park has also increased, and it is now famous throughout Yangcheng!"
"In order to keep us, the rent has been reduced instead of increased. In fact, it has saved a lot of expenses..."
Zhou Dongsheng couldn't help but feel moved when he heard this, and an idea of Mohu was about to come out in his heart.
It seems that... I can take this opportunity to build a live broadcast industrial park?
