Rebirth of the Wild Age

Chen Zhuo was invited into the large conference room. He came early and it was empty. The staff hadn't even started making tea.

After waiting for several minutes, someone finally came. Chen Zhuo immediately stepped forward to shake hands: "Hello, my name is Chen Zhuo, a salesperson in the Northeast Region."

"Hello, hello, my name is Zheng Xuehong." Old Zheng has a big belly and is fatter than before.

"It turned out to be President Zheng, it was rude!" Chen Zhuo was quite excited. He saw Zheng Xuehong sitting at the leadership table yesterday, and now he finally matched the number. This is one of the legendary "Three Musketeers of the Company"!

Zheng Xuehong patted Chen Zhuo on the shoulder: "Come on, boy, I've heard of you, you did a good job in the Northeast!"

Chen Zhuoqian said: "I just made a small achievement, and I will work harder in the future."

Zheng Xuehong said: "Today is the chairman of the board who is giving a lecture in person. You have to listen carefully. His lecture is not something that ordinary people can hear."

Chen Zhuo quickly said: "I must study hard."

Zheng Xuehong found his seat, took out a newspaper and read it, but did not speak to Chen Zhuo again.

Chen Zhuo stayed in the house. As long as someone came in, he would inevitably shake hands and greet him. It didn't take long for the people in today's meeting to be deeply impressed.

More than 20 conference rooms came one after another, most of them were the company's senior executives, and there were also some outstanding middle-level cadres like Chen Zhuo. There are so many people coming, Chen Zhuo feels embarrassed to get close to it.

Song Weiyang came in wearing a down jacket, and everyone else was in suits and leather shoes, which instantly looked different.

"Welcome the chairman to give you a lecture!" Yang Xin took the lead and slapped his hands.

In a burst of pops, Song Weiyang raised his hand and said: "Don't shoot, I don't have such a big official air, everyone is free."

Chen Zhuo sat at the back, took out his pen and notebook, and prepared to record what he said today.

Song Weiyang didn't talk nonsense, and went straight to the subject: "I don't care about the actual work of the company. General Manager Yang Xin is solely responsible for this. Today I will only talk about the general direction of the company's development. You are all leaders. How can you be a qualified leader? What? I sum it up in nine words: Set a strategy, build a team, lead a team!"

"First, we must formulate strategic goals. In order to manage production, we must formulate strategic goals in advance in terms of efficiency, cost, quality, technology, etc.. For example, reduce costs to the lowest level in the industry and improve quality to the international level. The goals are temporarily not achieved. It's normal. As long as you determine the direction, you can achieve it step by step. This is the case for production, shipping, and sales. You are in charge of different positions, but you need to formulate strategic goals, and then break them down into small goals. "

"Secondly, it is to build a team. To put it more elegantly, it is team building. The use of suitable talents, the construction of the management team, the sales team, and the production team are not well constructed. No matter how brilliant the strategy is formulated, it is a castle in the sky."

"The last thing is to lead the team. This is what we have to do. What style of leadership is the style of his team. No matter what style, I only have one requirement: to be able to do things!"

"If you can do the above three points well, you can become a qualified leader. The key is to explore and experience yourself."

Chen Zhuo carefully memorized the nine words of "strategy, teamwork, and team leadership". He found that it was all nonsense, but after thinking about it carefully, he summarized the essence of being a leader. This can not only be placed in the enterprise, even if you go to a government agency to do things, it is also a golden rule.

Song Weiyang suddenly stood up and said, "I am the biggest leader of Xifeng Company, so today I have to set a strategy for everyone. The first is to build a corporate culture. A team with no thoughts, not a qualified team. An enterprise without culture, It's not a good company either. Send the brochure!"

The staff acted immediately and distributed a booklet to everyone.

"Let’s talk about Xifeng’s core goal first," Song Weiyang raised a finger, "That is to be the first! We now produce canned and iced tea, we must be the first in the industry for these two products. In the future, we will be number one in the beverage industry, number one in China, and number one in the world. No matter what we do, we must do our best. Even if we fail to reach it, we must work hard in this direction!"

"Let’s talk about the spirit of enterprise again. Sixteen words: Serve the country with dedication, honesty for the people, meritocracy, entrepreneurship and innovation! Serve the country with dedication, what is honesty for the people? We can’t make fake and shoddy products. We produce things, first of all. You have to dare to eat by yourself! There is also the merit, the ability to go up, and the incapable to go down, just mention the merits regardless of hard work, and resolutely eliminate nepotism! Entrepreneurship and innovation, let’s talk about entrepreneurship first, I’m starting a business, and you are also Entrepreneurship, I hope everyone regards Xifeng as their own business. You have contributed, Xifeng will not be stingy in repaying! As for innovation, it refers to innovation in many aspects. Technology must be innovative, product innovation must be innovative, sales must be innovative, not original Keep pace. In addition, everyone’s thinking and concepts must also be innovated. Other times and public consumption concepts have changed, and you are still staying in the past."

"Finally speaking of the corporate philosophy, the eight words: management-oriented, channel winning! In the next ten or even twenty years, these eight characters will be the foundation for Xifeng’s development and growth. I will gradually optimize the management system and rules and regulations. People must act according to the rules. Once they violate the rules, they will never tolerate them. There are also channels. We must gradually reduce it to the city and county level and eventually eliminate the agents!"

"Papa Papa!" Yang Xin took the lead and applauded.

What Song Weiyang said was programmatic content. As for the actual operation, Yang Xin was responsible for it.

"Corporate culture construction is not a day or two thing," Song Weiyang asked the staff to distribute a brochure, "Let’s talk about brand strategy today. Does anyone know what brand strategy is?"

No one answered.

Chen Zhuo pricked his ears to listen, it was the first time he heard this word.

Song Weiyang said: "Three years ago, Ogilvy Group, one of the world’s largest communication companies, established a joint venture with China’s largest advertising company, "Shenghai Ogilvy." Image formulation and promotion, and brand strategic planning. It has many US headquarter customers. Ford, Kodak, ibm, Shell and other major international companies are Ogilvy customers. But I am not going to cooperate with Ogilvy. Why? Because in the international Shang Ogilvy is an expert, but in China, Ogilvy is blind. Whoever believes is a fool!"

"Ha ha ha ha!"

There was a burst of laughter in the conference room.

Many communication companies, including Ogilvy and Mather, as well as many so-called experts and scholars, have been bad-mouthing Wahaha since the late 1990s. Because Wahaha’s brand strategy is not in line with their ideas, it is said every year that Wahaha will definitely be over if this continues. As a result, Wahaha’s brand is getting bigger and bigger in this kind of bad news.

Song Weiyang said: "As early as the 1950s, an advertiser in the United States created the usp theory, which was to seize the unique selling points of the product and spread it out to build its own unique personality brand. This theory has been abandoned by American entrepreneurs. Because international competition is too fierce and the homogenization of products is too serious, a unique selling point cannot attract customers. Then Americans have created image theories, such as Colonel KFC, Uncle McDonald, Marlboro Cigarettes associate themselves with cowboys, these are all It is a product of brand image theory. What do you think of brand image theory?"

Chen Tao smiled and said, "I think it's amazing. When I think of fast food, my first reaction is Colonel KFC."

Song Weiyang smiled and said: "The brand image theory has been abandoned by the Americans, and now only a few super-large brands are still in use."

"Abandoned?" Not only Chen Tao was surprised, others also felt incredible.

Such powerful two brand theories have long been abandoned by American entrepreneurs. How big is the gap between China and the United States!

Song Weiyang said: “The current internationally popular brand theory is positioning theory. It follows one center and two basic points. That is, brand building is the center, competition-oriented and consumer mentality are the basic points. They do product positioning, and this product does not It does not need to be a commodity, it may be a service, it may be a feeling, it may be a feeling. Using this product positioning, it also induces consumers, so that the brand has a special status in the consumers' minds. Pepsi is doing it now. , Its positioning is only two words: young! What idols young people like, Pepsi-Cola invites them to be endorsements and advertising, so that the concept of "young people should drink Pepsi-Cola" is deeply rooted in the hearts of the people."

These words seem to have opened the door to a new world for everyone, and they suddenly realized: It turns out that you can still do this brand!

"But ~www.readwn.com~ Song Weiyang said, "We can't just learn from Yankees! Ogilvy & Mather now formulates brand strategies for Chinese companies based on the positioning theory. China is not the United States, and China's consumer market is still half blank. We only need the USP theory in the 1950s to develop and grow. "

"Of course, we can't abandon the advanced things of Yankees. So in terms of Xifeng's brand strategy, my requirement is a multi-pronged approach."

"First of all, we must have a brand positioning. What is this positioning? Patriots! We have already taken the first step. Next, we have to play the patriotic brand and make Xifeng the pride of the national brand. The owner of the Xifeng trademark The hue is red, which just shows the Chinese characteristics. We are going to be a touch of red in the beverage industry!"

"This is a major premise. After this premise, we should do a brand extension. It is to use the Xifeng brand to drive new brands and launch new products, and then promote the new brand through the usp theory or image theory. Each sub-brand has its own brand. Alienation should be carried out according to different situations. The main brand strategy of Xifeng remains unchanged, and the sub-brand strategy must be different from time to time, constantly seeking new changes. The implementation of the brand strategy must be built in line with the corporate culture. Let’s talk about happiness today. The specific implementation plan of Fengzhu's brand strategy"