Yanzi Valley of Jingcheng

Chapter 63 Changing Ye Taodu

When Shen Li is doing work, doing part-time jobs and moving house, she looks like a desperate wife, as if all the money in the world is waiting for her to earn, but there are always one or two days a week, Shen Li will lock the door as if she is with someone Making a phone call, Guan Sha could still hear faint sobs from her room after the phone call.

Afterwards, Guan Sha asked Shen Li if something had happened, and Shen Li acted like a normal person, and said with a smile that Guan Sha must have heard wrong.

Shen Li's smile was bright, and her eyes didn't dodge, which made Guan Sha, who was suspicious at first, criticize herself:
Guan grandma!
It must be that your business is not going well, and you are so weak that you even have hallucinations. How can someone as busy as Shen Li have time to cry?

When life is drained, one has no time to grieve.

It has been more than a month since Shen Li, Guan Sha and Du Jing sat down to eat wontons together last time. Guan Sha's lipstick career can only be described as a complete failure.

Regarding the marketing model, Guan Sha imitated some brand owners of Little Blue Book to recruit amateur notes, that is, to pay the postage, and send out hundreds of newly improved lipsticks, in order to let the majority of passers-by give the truth. Feedback, by the way, advertise.

Du Jing was very opposed to this, "What if those amateurs write badly about you?"

"That means my product is really not good, and what I want is the truth! It's disgusting to post a picture and let others praise me." Guan Sha said, "And if we spend a lot of money on advertising, people will consume Those who are not necessarily willing to spend money to buy our products, instead of doing this, I might as well sacrifice a batch of goods to grow grass for everyone.”

"But people are using our new lipsticks, what about the old ones? Didn't Ni Die say that the old ones have a slanted cross-section and are not easy to use, and the jelly color is so red that it's cheap?"

"So I'm going to throw it all away."

"Ah?!" Du Jing stared blankly, "Throw it all away?"

"Yes." Guan Sha was very calm, "I also figured it out later, the products produced don't necessarily have to be sold, and if the products that are not useful are sold forcibly, it will only damage my brand of 'Shahuang'."

"But……"

Before Du Jing could say anything, Guan Sha interrupted with a sullen face, "But what? But, think about the quality of Haier Group's refrigerators, and the person in charge dared to smash all the defective products directly. What is this called? ! This is called a brand! To be a brand is to be ruined! People’s refrigerators can be smashed, so what if I throw a few lipsticks now?!"

It seems that it is not a few, but more than 1000...

Although Du Jing thought so in her heart, she didn't say it in the end. She knew Guan Sha too well, and no one could change what Guan Sha decided on her own.

In fact, Guan Sha couldn't take this step unless she had to. She originally wanted to cooperate with some small and medium-sized bloggers on Little Blue Book and other similar platforms, but the shared posts on their homepages were full of leaves. Taodu.

Guan Sha randomly picked a blogger with a fan base who might be attached to beauty makeup, and the homepage was already filled by Ye Taodu.

"I really can't figure it out, Yetaodu occupies too much land, right?! Now the loess high slopes, the Guanzhong Plain, and the big rivers in the southeast and northwest are all their homes, and they don't even leave me with a ravine. !"

While Guan Sha was complaining, Ren Tianxing was having dinner with Hu Hai, Ye Taodu's marketing director, at the King's Mansion.

To be precise, it was Xiao Jie and Hu Hai who were having dinner at the Junshang Palace, accompanied by Ren Tianxing's attendants to take notes.

Hu Hai's sallow skin was so dry that it peeled off, and there were a few gully-like wrinkles at the corners of his eyes, but he was very energetic, with bright eyes.

"Brother, the battlefield you sent me is good, very interesting!" Hu Hai said, pouring a glass of wine for Xiao Jie, with gratitude in his tone.

"The resistance is not small, is it?" Xiao Jie asked with a smile, "At the last meeting, I heard you said that you want to cut the budget of the head KOL, the face of General Manager Fang..."

Xiao Jie didn't go on, the general manager Fang he said was Ye Taodu's founder and general manager, Fang Yaowen.

"What kind of battlefield is there no resistance?" Hu Hai took a sip of wine.

Regarding Ye Taodu, a domestic beauty company, Ren Tianxing has done his homework before. Ye Taodu's products are more famous for lipstick, eye shadow and mascara.

Ren Tianxing has seen many bloggers’ evaluations on the Internet. The bloggers have good comments on Ye Taodu, saying that its color and texture are not inferior to international brands, but the price is very affordable. It is suitable for students aged 18 to 28 and those who have just started working. Soon the white-collar workers of the company.

"Mr. Fang is determined to make Ye Taodu into China's Laiyao, and develop a multi-brand line, so Ni Die, who was recommended by you, will accept everything without saying a word. If Ni Die wants to develop her own brand, let her do it. She can drive the performance of the entire group."

Xiao Jie nodded, "Mr. Fang bought a cheap skin care brand like Maruko last year, and went to Europe to buy two high-end beauty companies last year. Now, Ye Taodu has all the high-end, mid-end, and low-end markets."

"Well, but let me tell you something from the bottom of my heart, brother, I have a different general philosophy from that side. In the second month I joined this company, I didn't plan to make it an internationally renowned cosmetics company."

Ren Tianxing was very puzzled when he heard this, what else could Ye Taodu do if he didn't make Ye Taodu into an internationally renowned cosmetics company?
Don't all cosmetic companies see this as the ultimate goal?

"I want to build Ye Taodu into an Internet company based on big data analysis." Hu Hai's eyes were firm.

When Ren Tianxing heard the words, his mouth became O-shaped. How did a cosmetics company become an Internet company?
Xiao Jie was not surprised by Hu Hai's opinion. Xiao Jie was very clear about the things that Hu Hai did after he went to Ye Taodu, because Fang Yaowen, the general manager of Ye Taodu, had already complained to Xiao Jie countless times. up.

"Mr. Xiao, the Hu you recommended is always from e-commerce. He is really not good at making makeup!"

"Mr. Xiao, this Hu Hai was originally in charge of marketing here, and marketing people should be doing marketing, but he also interfered with our human resources, directly bypassing our human resources director to recruit people himself!"

"A bunch of new guys are sitting in the office and working overtime. One overtime is a month. Can I still pay them?! But what are Hu Hai recruiting? What IT engineers and data analysts, dare I say these The young man's hands have never touched cosmetics in his life!"

Xiao Jie listened to Fang Yaowen's complaints like this kindly, tried his best to appease him, and guaranteed the follow-up cooperation model between Jin Quan and Ye Taodu as well as his own personality to guarantee that Hu Hai would lead Ye Taodu to kill a bloody road.

But having said that, no one can meet the future, and no one can firmly control the future. The ever-changing market environment does not allow people to make mistakes.

Although the ever-victorious General Hu Hai has made great military achievements in the past, it does not mean that he will not make mistakes in his judgment in the future. Xiao Jie himself is not sure whether introducing such a novel thinking into the traditional beauty field can make Ye Taodu survive the crisis.

But Xiao Jie still believed in Hu Hai. He believed that even if Hu Hai made a mistake in this step, he would still be able to stop losses in time and find a new breakthrough for Ye Taodu's future marketing strategy.

Xiao Jie's endorsement had a certain effect, at least Ye Taodu's top management didn't really treat Hu Hai after complaining, and such complaints became less and less with the passage of time, it can be seen that Hu Hai has already put these obstacles in the way. His people settled down one by one.

"It's not modest to say that I, an e-commerce person, have an advantage in making cosmetics." Hu Haibin said while eating, he never complained to Xiao Jie about how Ye Taodu's senior management didn't cooperate with the work.

"Most of the cosmetics companies in our country mainly do research and development and production. As for some data analysis work on product marketing, they basically outsource to other companies. But our e-commerce is just the opposite. Our e-commerce is simply doing data. Experts in analysis, what consumers like, what preferences, no one has more information than us, and this information must be put to good use.”

Ren Tianxing on the side listened intently. He was very grateful to Xiao Jie for taking him with him recently, which broadened his horizons a lot, and he was no longer a nerd in the office doing research with a computer and a mobile phone.

"I was recruiting some time ago, all of whom are IT engineers and data analysts. I hope that people like our marketing department can account for 50%."

Hu Haihai said while taking a sip of wine for himself, "50% is probably not enough, 70% is needed! Don't look at these guys who don't wear makeup, but their professionalism can help us understand our consumers better."

The explanation given by Hu Hai is that engineers and analysts can systematically organize and multi-dimensionally analyze Ye Taodu's past sales data, so that Ye Taodu can more accurately grasp market trends and consumer preferences.

"Didn't we find so many bloggers, passers-by, and experience in using it? Including unboxing evaluations and teaching videos, etc., don't the piles of girls on the Internet come to buy our products?"

Hu Hai refilled Xiao Jie's wine again, and at the same time he did not forget to add a glass to Ren Tianxing by the way.

"Thank you, Mr. Hu." Ren Tianxing stood up and said, asking the elders to pour him wine, he would not be nervous.

Hu Hai signaled Ren Tianxing to sit down quickly and don't be polite, and then continued, "Those ladies, whether through the WeChat applet, or through Tmall, online stores or offline flagship stores, we have information, analyze the information, It is easy for us to know which women are our target users. Not only that, our analysts can also know what products they prefer and what kind of bloggers they are easily attracted to. These big data will give us a very clear user portrait. According to this With user portraits, we can develop and promote new products in a targeted manner.”

Hu Hai then gave an example.

For example, the weather in Qingyang is humid and hot now, and many women who wear makeup to work tend to take off their makeup. The words they use more in their messages, online search records, or interacting with anchors are "makeup prevention".

According to this consumer preference, Ye Taodu can speed up the launch of new "makeup-proof" foundation or pressed powder, so as to achieve precise customization and the effect of securing target customers.

Ren Tianxing was filled with emotion after hearing this, the sallow-faced uncle in front of him...is not an ordinary person.

(End of this chapter)