Wind Rises 2005

Chapter 617 National Brand

After spending several days with Sister Bingmei taking care of her baby, Ma Liang finally escaped.

If he stayed any longer and took the three girls everywhere to eat and drink every day, he might become a full-time nanny and companion.

No. 201 Minyi Road, Ma Liang came to the factory again this day.

Now several buildings in the factory have been completed and put into production. Most of the food supplies for the major brands of the entire [Xunwei Group] are shipped from here.

Moreover, in Zhongyuan Province, Qilu Province and other places, they are also starting to select sites to build branch factories.

With the establishment of new catering and snack brands one after another, the group's demand for food ingredients categories and production capacity are constantly increasing.

Coupled with the consideration of logistics costs, the establishment of branch factories must be put on the agenda.

Now [Xunwei Group] is in a period of rapid development. Not only is its business expanding rapidly, but its cash flow performance is also very good.

Therefore, there is no financial pressure at all when building branches in other regions.

Ma Liang has been in the United States for so long, and he hasn't been involved in the company's affairs for a while.

Fortunately, [Xunwei Group] already has a mature management mechanism, so even if he, the boss, is not around, it can still operate normally.

But as soon as he arrived at the office, his assistant Wan Yaoxuan hurriedly reported: "Mr. Ma, Mr. Wang just came here and said that he has something very important to see you..."

What he was talking about was Wang Ru, the vice president of marketing of the [Jiuxuan] brand management company.

Ma Liang was also very curious when he heard this, and immediately responded: "Okay, then you call her again and tell her that I am already here."

"Okay, wait a minute!" Wan Yaoxuan turned around and called for someone.

After a while, Wang Ru came to Ma Liang. As soon as they met, she couldn't wait to joke: "Mr. Ma, if you don't come back, I will go directly to the United States to find you."

"What's the matter? Are you so anxious?" Ma Liang asked, dumbfounded.

"It must be done!"

Wang Ru took out a folder and handed it to him immediately.

Ma Liang took it and quickly looked through it. But after reading the first few pages, he stopped reading.

Because he had already sent this document to his mailbox a few days ago. It was the operation report of [Xunwei Group] last month. I just read it not long ago, but I still remember the key information in it.

Ma Liang was worried because his hometown was hit by a disaster.

Not only did the charity foundation fully follow up, but the group was also asked to completely stop its business, donate money and materials to the disaster area, and deliver various relief supplies.

Although the inside story of the charity foundation is not known to the public, the actions of Xunwei Group have still been spread, and various philanthropic deeds have been reported in turn by media from various places.

For a time, various catering and snack brands under the group were promoted to the altar one after another.

Netizens from all over the country flocked to check in to support the store. Not only did the store's business not suffer losses due to the closure, it actually became more popular than before.

Revenue in May rose instead of falling, so it surged.

In the past June, the average turnover of several brand stores has increased by 25% again, which is an extremely exaggerated figure.

You must know that the real estate industry has just taken off, and the number of stores in many areas is basically saturated. It is simply unimaginable to achieve astonishing growth under such circumstances.

Ma Liang originally expected that it would take at least two or three years for areas with saturated stores to achieve such revenue growth.

He never expected such a surprise, and even he felt very surprised.

At this time, several major catering and snack brands of [Xunwei Group] have been completely blown away, and have even been named national brands by netizens.

Seeing the enthusiastic pursuit of people across the country, Ma Liang couldn't help but feel a little proud.

After all, if we really want to compare, with the popularity of [Xunwei Group] today, even the national brand [Pang Donglai], which was regarded as a god by the general public in its previous life, is not worth mentioning.

Major catering and snack brands are sought after by the public, and the benefits brought by them are not only a substantial increase in turnover.

[Xunjietong] When the company promotes the market, it has become easier than before.

Not only are investment and franchising activities going on in full swing across the country, there are even countless customers coming to seek cooperation.

Customers in many areas know that the stores of brands such as [Liupo Malatang], [Liupo·Yellow Braised Chicken and Rice], and [Liupo Bangbang Chicken] are already saturated, but they still strongly urge to join one and give them a try. I can't help it.

Fortunately, Ma Liang had spoken beforehand and would not allow his subordinates to mess around. If they are really evil, this wave of franchise fees alone can bring in hundreds of millions.

Good reputation is hard-won, and the title of [National Brand] is worth a lot of money. How could he destroy his own brand?

Therefore, Ma Liang has been suppressing the market and determined not to allow violent expansion.

As a result, Chu Chengdong, the vice president of marketing, did not come to complain, but Wang Ru, who was in charge of the group's overall brand marketing affairs, came to visit. Ma Liang looked at last month's operating report and asked in confusion: "Isn't this last month's report? What do you mean by letting me see these?"

"Mr. Ma, a huge pie has fallen in front of you. I'm sorry you can still sit still?"

Wang Ru is also very rude towards her big boss who acts like a hands-off boss. She has long been used to it.

Ma Liang was even more puzzled now: "What the hell? Can we talk properly..."

"As you know, because of previous disaster relief efforts, several major brands under the group have been completely revered by the common people.

This is a great thing, we must catch this wave of dividends.

Therefore, I suggest that the group allocate a special fund specifically for strengthening brand marketing.

Not only should we further develop the sub-brand "Liu Po", but we also need to promote the group's brand name "Xunwei" on a large scale.

Internet marketing cannot stop, and traditional media must also strengthen its efforts.

If conditions permit, even CCTV can operate it and put in as many advertisements and special programs as possible.

In this way, we can fully solidify the title of [national brand].

As long as the name of [Xunwei Group] can be fully established and remembered by people across the country through this opportunity, we will have caught and digested this wave of public opinion dividends.

When we launch a new brand in the future, will we still have to worry about attracting investment?

When each brand undergoes the next wave of upgrades and renovations in the future, the words "Xunwei Group" can be added to the signboards of the stores, so that basic customer flow will be guaranteed in the future.

No matter how much money is spent on this wave of marketing promotion, it is worth it. If you miss this golden opportunity, it will be difficult to seize it in the future.

How come you are not in a hurry when there are so many things that your peers cannot ask for? "

Wang Ru explained with a worried look on her face that as the general manager of the group's brand marketing, she naturally has a high position and sees problems more deeply than the average person.

Only then did Ma Liang realize it, and couldn't help but feel ashamed of his unprofessionalism.

Wang Ru spoke so plainly and easily that he immediately thought of the business case of [Yum Brands Restaurant Group] in his previous life.

When [Yum] first entered the Chinese market, it did not pay much attention to the promotion of the group's brand name at the beginning.

Even though KFC and Pizza Hut later expanded massively in the country, the group was still unknown to the public and was only known to professionals in related industries such as catering and commercial real estate.

Later [Yum!] also realized this problem and hurriedly made up for its shortcomings.

Therefore, when advertising later, the group's brand will almost always be promoted along with it.

The benefits are also obvious. When it launched the new brand [Dongfang Jibai], [Yum! Brand] continued to empower this sub-brand.

Once a store opens, it has a basic customer flow guarantee.

When most people heard that it was a new restaurant launched by the parent company of KFC and Pizza Hut, they came to check in and try it out.

The beginning was extraordinary, and the development was certainly different.

[Yum Brands] launched [Dongfang Jibai] in 2005. By 2008, it already had 13 stores in the Magic City area.

This kind of expansion speed makes many catering brands envious.

You must know that this is a brand new brand. If the business is not good, how can [Yum! Brand] continue to open one store after another?

Although [Dongfang Jibai] later became more and more popular in the catering industry, the brand gradually lost out in the competition, but that did not affect its greatness at the beginning.

This is the benefit of the group's overall brand promotion, and what Wang Ru is worried about.

Nowadays, several major catering and snack brands of [Xunwei Group] are popular among the people. This is an excellent opportunity for the group to promote its overall brand.

After passing this village, it will not be so easy for the people to remember it in the future.

After thinking about all this, Ma Liang agreed on the spot without even thinking about it: "Okay, okay, I understand.

In this way, you go back and make a budget and start boldly! "

"I've been waiting for your words. I've already prepared the budget." Wang Ru took out another document and handed it over hurriedly.

Ma Liang shook his head, took the document awkwardly, looked at it briefly, and signed his name on it.

Anyway, he is not professional in brand marketing, so Wang Ru can use it freely.
-

PS: It’s really not easy to endure the pain in my anus while typing.

(End of this chapter)