Wind Rises 2005

Chapter 618 Another unexpected surprise

Wang Ru's marketing plan was very bold, and she applied for a cash budget of 50 million for the first phase of publicity expenses.

And this is just the beginning. Once the results are good, we will continue to invest more.

It must be said that as [Xunwei Group] develops and grows, the senior executives below also grow up. This action is not unreasonable.

Super large-scale investments often costing tens of millions or even hundreds of millions. Apart from foreign companies, only top private companies in China can be so bold. Ordinary companies simply cannot afford such a large amount of working capital.

Even those Biaowang bosses who spend a lot of money to advertise on CCTV's prime time program actually rely on loans to get started.

Ma Liang, on the other hand, has no need for a loan at all. [Xunwei Group] has a very generous cash flow reserve. Even if it spends hundreds of millions on advertising, there is still plenty of room to move around.

The reason is essentially because the catering business is one of the industries with the fastest cash flow turnover.

Especially when business is booming, the turnover rate is high enough to reach a level that traditional manufacturing and even the Internet industry need to look up to.

It’s just that it’s difficult to achieve economies of scale in the catering business, and even chain operations can easily reach the ceiling of the business, making it difficult to scale up.

That's why he seems to be less popular and misunderstood by the world.

But [Xunwei Group] is different. With the support of a strong food supply chain and market development team, and relying on the cluster effect of a sub-brand, it quickly broke through the bottleneck.

You must know that this is 2008, and it is very difficult for a single catering brand to develop and grow to the level of a group.

Either it is difficult to expand enough business outlets, or sales cannot be increased.

The reason is essentially that the country has just become wealthy and the real estate industry has just entered the take-off stage.

So even if Ma Liang is a reborn boss, he still has to be limited by his innate conditions these days.

This is why many people look down on the catering business and even look down on traditional industries, so much so that they have blind worship of the Internet and high-tech industries.

But everyone has forgotten that it is these humble traditional industries, especially food, clothing, housing and transportation, that form the foundation of the national economy.

What's more, most people are engaged in traditional industries, so why should they feel sorry for themselves and look down on the value of their own labor?

Without the support of the underlying basic industries of the national economy, no matter how much the Internet and high technology are, they will be like floating duckweeds with no foundation at all.

Although Ma Liang was not a business tycoon in his previous life, he was not as ignorant as the mob.

After all, as a grassroots person, only traditional industries have a place for him. He can afford the Internet and high technology.

What's more, since his rebirth, Ma Liang has made his first pot of gold by relying on traditional industries.

That's why he readily agreed to the big marketing plan submitted by Wang Ru, because only when [Xunwei Group] develops better and better can he have more and more solid backing.

The opportunity in front of us is rare. It is the time to fully realize the "national brand" attribute of [Xunwei Group], but we can't worry about money.

As for whether the budget was 50 million or 100 million, Ma Liang didn't care at all.

As the saying goes, use people without suspicion and don't use people with suspicion.

If a boss doesn't have any structure at all, then what kind of business is there?

Because people cannot be professional in everything, nor can they do everything by themselves. If there is no trustworthy team to assist, how can it become bigger and stronger?

So Ma Liang waved his hand and let Wang Ru play freely.

As publicity funds are poured in one after another, the effect of marketing is immediate.

First of all, on the Internet, soft articles are constantly being refreshed, and the content is particularly eye-catching.

Some are telling in detail the entrepreneurial stories of sub-brands such as [Liu Po ​​Mala Tang], [Red Lip Chuan Chuan Xiang], [Liu Po·Yellow Braised Chicken and Rice], and [Liu Po ​​Bangbang Chicken].

Some talked about the efforts of these sub-brands including [Qinghe Food] in the food supply chain and food safety.

All the articles emphasized how difficult it is for [Xunwei Group], a national enterprise, to provide delicious food while ensuring that people have a healthy diet.

In short, in one sentence, [Xunwei Group] donated money and materials to disaster-stricken areas before, not just for show, but as a truly conscientious enterprise.     For a time, these articles were widely circulated across the Internet.

Even if some sensible people saw that [Xunwei Group] was doing marketing efforts, not many people deliberately criticized it.

After all, every article in that article was full of words, and there was no mention of previous charitable deeds in disaster relief.

As a result, [Xunwei Group] has completely come to the forefront and has become one of the topics of conversation among the public after dinner.

Many people also have a preliminary impression of this restaurant group - [a company with good conscience].

Under this kind of public opinion, Wang Ru also began to exert efforts in traditional media. More than a dozen large print media sent special reporters to interview.

When the reporter went deep into the food processing factory area of ​​Qinghe Food to conduct follow-up reports, real photos were recorded one by one and published soon after.

In-depth reports were published one after another in newspapers, magazines and news websites, once again igniting the topic.

Clean and hygienic factory buildings, advanced production lines, and efficient and fast cold chain transportation, every detail fully guarantees the freshness and safety of the ingredients.

In addition, [Qinghe Food] has also built its own quality testing laboratory to ensure that every batch of ingredients purchased is safe and qualified.

When the strict quality inspection items of the testing laboratory were announced, careful people found that the standards of its safety requirements were among the highest in the world.

Now the common people are completely relieved about [Xunwei Group]. They have already achieved this level, so what else do you want for bicycles?

In fact, Ma Liang had no choice but to do this. In his previous life, he had encountered various food safety issues, so he had to be cautious.

After all, it is not enough to do well on your own, what if you are cheated by your pig teammates.

Therefore, in addition to requiring food suppliers to provide third-party testing reports, [Xunwei Group] also spent a lot of money to establish a food safety testing laboratory.

We are just afraid that one day a certain supplier will suddenly become evil and cause some trouble.

Think of it as spending money to buy peace of mind, at least Ma Liang thinks it is worth it.

Under such strict procedures, the group's catering brands have never had any food safety issues.

Across all stores across the country, at least the customer complaint rate regarding food safety is zero.

This is something Ma Liang is very proud of. He doesn't want the country he has worked so hard to build to be suddenly destroyed by a food safety issue.

As a result, his cautious move actually became a marketing catalyst to help the group company build an overall brand.

Under the repeated bombardment by various media, the public's impression of [Xunwei Group] has increased significantly.

Whenever people talk about Xunwei Group and its sub-brands after dinner, they will involuntarily give a thumbs up and praise it.

The title of [National Brand] is about to be firmly established.

Just when Ma Liang was thinking about whether to let the group and its sub-brands advertise on CCTV to further strengthen publicity, an unexpected surprise came again that he had never expected.

"Mr. Ma, this is great news!" Wang Ru looked excited and rushed into the boss's office immediately.

Ma Liang was confused by her: "What's going on? Don't be in a hurry. Speak slowly!"

"The Olympic Games Organizing Committee has specially invited us [Xunwei Group] to become the official designated catering service sponsor." Wang Ru couldn't hold back her excitement at this moment.

After all, the group did not do any corresponding public relations before, let alone send anyone to participate in the bidding review of the Olympic Organizing Committee.

Ma Liang was shocked when he heard this: "What? Are you sure? The Olympics are about to start, how can it be possible to temporarily add catering suppliers?"

“It’s absolutely true, I verified the other party’s identity and received an official email.

Mr. Ma, we must go to the capital as soon as possible to finalize the specific details with the leaders of the organizing committee, otherwise it will be too late. "Wang Ru was extremely anxious at the moment, for fear of delaying the important event.

If [Xunwei Group] could become the specially invited catering service provider for the 2008 Olympic Games, wouldn’t it become the most convincing living sign?

When the time comes, spend some money on public relations and ask CCTV to help promote it. This is no better than advertising!

Ma Liang couldn't help but feel moved by it. This was indeed pie-in-the-sky, but it felt a bit inexplicable...

(End of this chapter)