"Director, you are right. Our 'Polar Bear' is very famous, and our products are indeed well-known in Beijing. But the problem is that our reputation is limited to key products such as soda and ice cream. This does not mean that we
Each of our products can be recognized by customers like cold drinks. Otherwise we wouldn’t have overstocked inventory, right?”
"Yes, so far, our instant noodles have achieved initial success. Once launched, demand exceeds supply. But that's because apart from the 'Beijing Instant Food Factory' and the 'No. 2 Flour Factory', we are the third company in Beijing that has the ability to produce instant noodles.
enterprise. The market demand is still greater than the supply, and we have just filled the gap in the market. As long as the market is not saturated, this project will always be the main source of income for "Polar Bear"."
"But I also want to remind you that success now does not mean success forever. Good now does not mean good in the future. People who are not foresight must worry about the near future. The situation facing the factory is actually very severe. Because the cruel market competition in the future will soon be
It will happen very quickly. Only if we try our best and do whatever it takes can we maintain our factory's industry status. Therefore, advertising is inevitable."
"I am by no means an alarmist to justify myself. Many people will say the words 'reform and opening up', but few people can objectively realize that this matter has two sides. As the old saying goes, there is no such thing as sugar cane.
It’s a sweet thing at both ends, and every one has advantages and disadvantages. What does reform and opening up mean? It can not only stimulate economic development, but also intensify competition and elimination in the market. It not only introduces foreign capital and technology. It also means that our market also allows others to come.
Make money."
"Don't believe me, I speak with facts. Take our factory's main business as an example. Our factory is gradually losing its dominant position in the industry. According to data released by the bureau, in 1980, there were 125 cold drink manufacturers in Beijing, and in 1982
There were 241 companies last year, and this year the number has reached 494. What is this speed? Although these manufacturers cannot keep up with our scale, there are so many ants that can kill an elephant."
"And they are very smart. They don't make soda and popsicles because they are iconic products with low profits and are not profitable. They focus on making money from ice cream and ice cream. What's the result? A large part of the market is really occupied.
These people are gone. Don't you think that the sales growth rate of our factory's ice cream and ice cream is far slower than that of soda and popsicles, and it is difficult to keep pace with the market growth? Even the always popular "double stick" has
Is it not as easy to sell as in previous years?"
"In the same way, I'm sure that within two years or at most three years of instant noodles, there will be a lot of brands popping up. This is determined by human nature. Most people don't want to be pioneers. No one wants to be a pioneer.
They are willing to take risks, but they are also willing to copy other people's successful experiences. As soon as they discover that it is easy to make money from instant noodles, many people will flock to it like flies."
"To put it bluntly, isn't it just a matter of getting some foreign exchange? They are all state-owned enterprises, and everyone has the right to borrow money. The eight immortals cross the sea and each shows his ability. As long as you spare the money to buy an assembly line, anyone can make instant noodles."
"Grain and oil? It's not a problem either. Although the food supply is still in accordance with the planned tasks, we have to collect food stamps to sell instant noodles. But grain and oil will definitely become more and more easy to obtain in the future. Even food stamps will have to be canceled sooner or later."
"I don't know if you, director of the factory, have paid attention. If nothing else, let me just say that now when we go to the grain store to buy grain, we are no longer like in the past. We had to take the grain book and go to the fixed grain store to buy it. Now we can just find any one
You can buy it now, and the service attitude of the grain store has also improved, which seems to attract customers. Do you know why? Let me tell you, it is because the grain harvest has increased year by year, and we are no longer short of grain."
"Then think about it again, will the threshold for making instant noodles still exist in the long run? Once the number of products exceeds the market demand, there will always be people whose products cannot be sold. But the problem is, don't even look at what you are doing at the beginning.
As mentioned above, but how big is the difference between our instant noodles and other people’s instant noodles? There is no advantage in the product, so how can you ensure that others will buy your stuff and not others’? Then you will feel uncomfortable.”
"What's more, it's not just our domestic counterparts, there are more threats from the outside. As I just said, what does reform and opening up mean? It also means opening up our market to foreigners. Think about it, if you can earn
Why don't foreigners do the money business themselves? Especially the Japanese devils, who are very clever in this regard, they have a criminal record and are the most arrogant."
"Just like during the Republic of China, the Japanese sold us textile and printing and dyeing machines and made a lot of money first. Then when domestic textile factories opened, our capitalists bought up all the people who could afford their machines.
Their machines couldn't be sold anymore, so they started selling finished cloth at low prices. They started early and used the money earned from selling your machines to increase their capital. The state also subsidized dumping. As a result, cheap and high-quality Japanese cloth was used by us all at once.
The national industry that had just started was wiped out."
"To put it bluntly, these bastards are selling our assembly line now instead of instant noodles. They don't have good intentions. They want to sell more machines to make a big profit. They don't care about the trivial profit of three cents per pack of noodles for the time being. But wait until the market in the future
When the potential is truly developed and the domestic supply of grain and oil is no longer a problem, do you think the Japanese will still be able to restrain their greed?"
"You know, we have advantages in terms of technology and capital. The machine is made by them. We can produce 100,000 packages in eight hours, so they can use the machine that produces 200,000 packages in eight hours to do it with us. Or
Add a few more production lines. The soup recipes have already been matured by others. Our chicken soup, seafood soup, and recipes are not all given by others. If they do this and introduce a few fresh flavors, it will be better than
Let’s compete.”
"The most important thing is the difference in business ideology. Look at the Japanese products on the market today. The same electrical appliances, no matter how expensive the Japanese ones are, still sell better than the domestic ones. The same watches, our 'Shanghai'
Even the Shuangling can no longer be sold, but everyone is rushing to get their Citizen. Why is this?"
"Don't tell me that the quality of Japanese products is good. The Peony color TV production line is imported from Japan. The quality has been inspected by Japanese people and said it is qualified. How is it different from Japanese products? But the price is not as good as Japanese parallel imports. Our full range of products is
Steel watches also keep time, so how are they different from Japanese products? The price has been reduced to more than 50 yuan and no one buys it, but Japanese watches can be sold for more than 100 yuan."
"Let me tell you, the so-called good quality is just a feeling that ordinary people can't see or touch. And this feeling is implanted into ordinary people by the Japanese through advertisements that you despise, like hypnosis.
What comes to mind is that the advertising fees they spend can be added to the selling price of the products and earned back from us ordinary people."
"Finally, I want to ask you, are you afraid of such shrewd business rivals? If one day you have to have a close confrontation with them, can you win with your current conservative business approach?
"
Well, I have to say that Hong Yanwu’s words are quite heartbreaking.
It was like needles piercing Director Yang's heart.
It made him itchy, painful and panicked.
However, it is well-founded and thought-provoking. Director Yang really cannot help but think about and pay attention to it.
To put it bluntly, Director Yang is unlucky because he is a leader who really wants to do practical things.
No matter how much he wanted to be decent, he would not dare to sacrifice his own face for the benefit of the public.
So... so he, the factory director, could only accept the humiliation and bear the burden.
Factory Director Yang is really good at it. He endured the "pain in the face" and immediately changed his expression to a pleasant one.
Come and ask Hong Yanwu for advice in a polite and kind manner.
Hong Yanwu didn't take it too seriously. After all, Shui Qing was nearby, so he couldn't help but be disrespectful to the factory director.
He happily gave Director Yang a four-step plan.
First, he means that in order to distinguish instant noodles from other noodles, instant noodles must first create a unique brand image.
The name should be distinctive and catchy.
The outer packaging should also be distinctive, so that when people see their instant noodles, they will know it is a "polar bear" product.
Second, take advantage of the blank market and low competition to expand production capacity and seize market share.
The key point is that you have to be fast and race against time. Time waits for no one.
Don't be like the manufacturers who are afraid of damaging the machine, don't be anxious, don't panic, and carry out production step by step.
We must recruit more people, work three shifts, and produce the most products in the shortest time to earn back the cost of buying the machine.
Then use the profit earned to increase the assembly line and surpass others in terms of production capacity.
The instant noodles produced must not only be sold in the capital, but also in Tianjin to help others identify the real blank market earlier.
Third, with the release of production capacity and the strengthening of market publicity, it is necessary to advertise and promote sales.
The purpose is to expand product visibility, accelerate people's awareness of their instant noodles, and then hypnotize customers.
Once customers form the understanding that their instant noodles are authentic, their products will have a competitive advantage on the customer's psychological level.
Fourth, while carrying out this series of crazy expansion operations, we must continue to develop new soup packages to increase the content of the soup.
It is best to imitate Japan and learn their hidden tricks first.
In that case, after two years, even competitors will appear all at once.
But "Polar Bear" is already a big business, with brand advantages, output advantages, and the ability to introduce new products.
Who else are you afraid of?
With the move of a finger, you can make those new manufacturers miserable...
Director Yang's blood boiled with enthusiasm when he heard Hong Yanwu's clear suggestions, and he nodded frequently.
In this way, the matter of sponsoring the crew of "Journey to the West" was brought to life again by Hong Yanwu's eloquent tongue.
Because when it comes to advertising effectiveness, where else can it be better than China Television?
And considering the time, when this drama can be broadcast, it is really the time when Director Yang can almost recover the cost of the assembly line.
suitable.
So in the end, after some haggling, Hong Yanwu got 60,000 yuan from the crew of "Journey to the West", plus 200 boxes of instant noodles.
In addition to the pain of having to part with his good fortune, Director Yang also had very complicated feelings about Hong Yanwu, which was difficult to explain.
How to put it? Think about it, he positioned himself as the political commissar Krechikov who led Xia Boyang to the right path.
But in reality, he, Krechikov, lacks talent and knowledge.
Not only failed to convince Xia Boyang, but Xia Boyang took the opportunity to teach him a lesson and had to flatter his subordinates. What is it like?