Rebirth in 1998 is also a kind of life

Maybe they guessed that Yang Zhu and Yu Xiaohua wanted to change their tastes after eating forest chicken, old bacon, and beef soup pot for more than a month.

I didn't know which way the other party was looking for, but the meeting place was actually set in a roadside farmhouse a few kilometers away from the county seat, and the dishes served were mainly fish.

Looking at the three "anti-customer-oriented" pickle enterprise representatives in front of them, they pointed to the big milky white miscellaneous fish soup, introducing grasshopper fish, sow fish, bashizi, mosha stick, peach blossom board, and oxtail Yang Zhu and Yu Xiaohua were really a little confused when they heard the names they had never heard of, Huang Biting.

Ok……

Except that the "yellow biting bone" can recognize it as the "yellow spicy diced" they often eat.To be honest, the rest of the fish, from Yang Zhu's point of view, looked no different from small crucian carp.

But when Yang Zhu started eating, he realized that he had underestimated the so-called "mixed fish soup".

I don’t know if it’s the variety or the growing environment. Even though the chef obviously didn’t add too much seasoning, the wild fish in these rivers can make people bite their tongues off. Even freshwater fish on weekdays He didn't really catch a cold, but he also killed [-] or [-] fish without knowing it.

Of course, as a senior foodie, Huahua killed even more miscellaneous fish. There were thirty or forty complete fish bones visible to the naked eye—the main reason is that these fish are really not big, the small ones are just It's only one finger long, and the big one is no more than a slap in the face.

As the atmosphere at the dinner table became more and more lively, when the pots and pans were removed and the shop owner personally brought a brazier with bamboo sticks to barbecue, Yang Zhu also roughly understood it during the endless exchanges between the three business representatives. The general situation of these three enterprises.

........................

When it comes to Shuangqing's pickles, most people will think of fl mustard—after all, this is a very well-known brand in Shuangqing and even the whole country. According to the few relevant data left in Yang Zhu's brain, after 2010, only fl mustard group As a leading enterprise, its annual output value has reached 120 billion yuan, which shows that its status as "Moutai in the mustard industry" is not in vain.

But what many people don't know is that before 2008, the market share of mustard in the whole industry was only 13%, and even in the Shuangqing area, its market share did not exceed 30%. The sales at the beginning of the year have not yet exceeded [-] million. At this time, fll pickled mustard is not only facing the plight of a serious decline in the gross profit of a single product, but also facing the predicament of Zhejiang Beidefu mustard mustard, Wanzhou Yuquan mustard mustard, Jiaxing Xieqiao Agao Severe challenges for brands such as Shifu.

In fact, Shuangqing's mustard mustard industry is far more than a well-known brand like fl mustard... In addition to Wanzhou's Yuquan mustard, it is only in the fl district, the "Lameizi mustard" of the Lamei subsidiary, and the "eight cylinder mustard" of Eight Cylinder Foods. , Hongli Foods' "meal idea" is a strong brand that was not inferior to FL mustard;

Even today, these brands have gradually become second-tier, but they still have an influence that cannot be underestimated locally.

um, yes!

Spice Girl Subsidiary, Eight Cylinder Foods, and Hongli Foods are the companies represented by the three in front of you.

And the purpose of these three companies visiting Yang Zhu is actually very simple.

On the one hand, as the domestic and foreign channel network of the casting investment department is getting bigger and bigger, and the market influence is growing, they naturally want to try it this time, to see if they can strengthen the cooperation with the casting investment business-the fact In fact, the three companies are already partners of Zhutou Trading, but there is the enviable case of Guangdong Black Land Pharmaceuticals. Although they know that they cannot become strategic partners of Zhutou Trading, they can get more points. Support is always fantastic.

On the other hand, Zhutou Trading is well-known in the marketing industry. They came this time because they sincerely wanted to ask Yang Zhu for advice on how to get out of their current predicament—the increasingly fierce price war made them It's miserable. Under the existing channel structure mainly offline, they sell a bag of mustard and lose a bag. After a few years, they really can't bear it.

In fact, the second point is their most important purpose this time.

They have also invited many ghostly advertising companies and consulting companies to give them advice, but without exception, those methods are either just for face but not for shame, or they are drinking poison to quench their thirst. After two years, their situation has not improved. The situation got worse.

However, Zhutou Trading is different. As we all know, this company has always taken an unconventional way in marketing, and it is playing "from the inside out" system marketing. For the three entities that are already quite large, this method is simply It couldn't be more suitable - after two years of tossing, they also discovered that the "marketing for marketing" approach is not suitable for them at all.

However, what they are most worried about now is that even though the leader of Shuangqing greeted them in advance, and he and others have lost all their care, the young man in front of him has a very special status... He is really willing to help himself selflessly Have an idea?

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Obviously, Daguan Yang was very satisfied with the big pot of miscellaneous fish just now, and the brazier barbecue with the characteristics of "do it yourself and have enough food and clothing" in front of him also made his eyes shine.

Therefore, Yang Zhu, who was interested in watching the wide and flat bamboo sticks on the edge of the charcoal brazier gradually turn yellow, did not hide it, and directly expressed his suggestion-he came to Shuangqing this time. It is with a mission, and these companies can only complement and have no conflict with their Zhutou Trading business. Even if the leader of Shuangqing didn't say hello, he didn't intend to hide his secrets.

"If you just want to temporarily change the profit status of your company, it's actually quite simple. You just need to change the marketing positioning of the product and focus." He looked at the heavy bamboo stick beef in front of his eyes, and then said casually.

"Focus on products?" The vice president of Hongli Foods is no stranger to the word positioning. In the past two years, he has heard these two words no less than twenty or thirty times from various consulting companies, but for The word "focus" is a bit unfamiliar.

Yang Zhu shrugged: "That's right, the mustard mustard market in the past few years, all took the path of great ambitions - what kind of mustard mustard, dried radish from Qijiang, winter vegetables from DZ district, old pickles from Yajiang in Wulong, etc. Wait; it wasn't until fll mustard group started to launch Wujiang mustard that it gradually returned from regional marketing to brand marketing;"

"However, it is not 20 years ago now. In this era of information explosion, all kinds of brand advertisements are flying around. Simply typing out the brand name can not only make consumers familiar, but also dispel some of the most In addition to basic psychological concerns, it is difficult for consumers to take the initiative to include you in the first-choice list when making on-the-spot purchase decisions.”

Let consumers actively put us on the first-choice list of purchasing decisions?

The three business representatives were shocked when they heard the words.

谷榣

You must know that by now, the invincible TV commercials of more than 20 or [-] years ago have long since faded from the sacred aura of the past. No matter how gorgeous the commercials are shot, they really only play the role of "broadcasting";

It can’t be said that advertisements are useless, but simply smashing advertisements will really have a more and more limited promotion effect on sales—otherwise, those domestic mustards that have low gross profit value will not be able to play with the price. In the past few years, it even fell below 3 cents.

Yang Zhu saw the posture of the three listening quietly, and smiled slightly: "There is a word in sociology called, although this theory is to study human cognitive biases, there is a very interesting sentence in it - human beings usually About 80% of the information they come into contact with is their knowledge blind spot;”

"And there is also a word in marketing, called, which means that only when the product is strongly associated with the usage scenario, consumers can remember a certain product on a specific occasion;"

"To put it simply, even for the most common things in life like pickled mustard, you can completely treat consumers as idiots, to emphasize their value in various usage scenarios, and to seize the fragmented mental space of these laymen. , thus greatly enhancing their purchase decision-making propensity in specific occasions.”

"For example... you can launch a special product that goes with porridge, or a product that is specially used as a cold dish. With a clear hint of the scene, consumers will buy the corresponding product according to their own needs when purchasing. ——And, I bet, even if it’s just a few more words on the package, consumers will definitely buy your products first when purchasing.”

Speaking of this, Yang Zhu shrugged: "This is the suggestion given by our Zhutou Trading based on the comprehensive analysis of the background monitoring data of the past two years-a small gift is not a respect!"

Hearing that this was a suggestion based on the astronomical data in the backstage of Zhutou Business and Trading, the three of them were overjoyed, and without any doubts, after careful deduction in their minds, the vice president of Lameizi Foods ruthlessly A pat on the thigh: "Wonderful! As long as there are a few more words for reminders, consumers' demand for products will be aroused immediately - and the usage scenarios of mustard are so rich, in addition to breakfast, cold dishes, fried rice , making instant noodles, sandwiching steamed buns, making steamed buns, all of which can be listed separately to make a single item!"

As soon as the words came out, the vice president felt a little regretful—how could he be so stupid to say these thoughts in front of the other two families?

You know, the other two are all mustard pickles. Everyone is just short of ideas, not lack of technology and production capacity. Besides, what's the trouble of changing the packaging?If people realize their ideas in advance, then they will be caught off guard!

Seeing the annoyed expression of the vice president, Yang Zhu smiled: "Real marketing is a system, and just a flash of creative ideas is not enough--in fact, everyone is doing entity, As for marketing, even if you have a good idea, if you want long-term stability, you still have to implement it in the end.”

Product power?

It was the first time for the three business representatives to hear this term, and they couldn't help but looked at each other.

Yang Zhu looked at the three of them with a smile: "The so-called product strength, a rough understanding is... In addition to hygiene and quality must be worthy of the money spent by consumers, the user experience must be almost the same as what you advertised. .”

"To give a simple example - you are now going to launch a mustard that goes with porridge and promote it to the whole country, but if you just change the packaging of the existing mustard menu, you are undoubtedly courting death!"

"You should know that people's taste buds have not been fully opened after waking up in the morning. People who eat porridge for breakfast are always more willing to accept a lighter taste; therefore, once your mustard is too salty or too spicy or the taste is too soft , then the user experience of consumers will not be very good, let you blow the hype, and you will never buy your mustard for breakfast next time;”

"However, there is still a big difference between the diets of the north and the south in China. The same breakfast is also served with porridge. The taste requirements for pickled mustard are also different between the north and the south. When the breakfast is served with porridge in the north, apart from being light, they actually prefer it. The original taste; but people in the southwest region will be slightly thirsty for a little bit of spiciness in addition to the list; as for people in the southeast region, they are likely to be in the list, hoping for a little bit of sweetness.”

"In addition, whether the pickled mustard is shredded or sliced ​​also affects the porridge. The length and weight of each pickled mustard will also affect customer satisfaction... As for factors such as the texture and crispness of the taste, it is even more important!"

"All in all, don't underestimate a small bite of mustard for breakfast. If any small factor is not taken into account, it is likely to end in failure-the three words of product power are far from as simple as you think!"

"But as long as you increase your product strength and lock in a suitable scene, even if your price is slightly higher than that of your peers, consumers will definitely buy it-in the current mustard industry, even if a pack of mustard is sold Even if the stock price rises by a dime, for you, it is enough to turn the company's financial situation into a profit."

If someone else said this, then the three company representatives present would most likely think that the other party was fooling themselves. After all, it was nothing more than a pack of pickled mustard, which has been eaten in China for thousands of years. How could they be so particular about it!

But now that these words are spoken by Yang Zhu, the weight of them is naturally very different-you must know that although Zhutou Trading has only a short history of three and a half years, the continuous big moves in these three and a half years are the most impressive. What's amazing is that none of these big moves failed. Now it seems that this zero error rate has an inseparable relationship with the extremely meticulous planning in advance.

Just as the other two company representatives were secretly deducing whether their company had the ability to eat a certain subdivision scene independently, the representative of Eight Cylinder Food, who had been sitting quietly beside him, spoke.

"Mr. Yang, you said from the very beginning that these suggestions are only temporarily changing the profitability of our company; you also emphasized later that marketing is a system. If you want to achieve long-term stability, you must achieve a very high level of product power... Mr. Yang, if we really want to break through the siege, we probably need to do more than just include the things just mentioned, right?" The fat man who was nearly forty years old said cautiously.

Yang Zhu looked at this unattractive man, and felt a little surprised... As expected, it was a food factory restructured from a township enterprise in Baisheng Town.

After a moment of hesitation, he nodded his head: "That's right, marketing is a system. Under the interlocking links, a slight loss can be a thousand miles away. It's just a fuss about the superficial link. Even if you're lucky, you can only be successful." Only three to five years;"

"But mustard is a very mature, affordable product with a large market capacity, low threshold, and low single-product gross profit. If you want to gain a firm foothold in this market and live a healthy life, you need to do more extravagant work behind it." Too much—after all, the more grass-roots the product, the harder it is to build a moat.”

Hearing the word moat, the eyes of the man with eight cylinders of food lit up... This is what they dreamed of!

"President Yang...can I trouble you to give me some pointers? Even if I only leak a few words, I will be grateful!" The expression on this man's face was indescribably sincere and humble.

Seeing him like this, Yang Zhu scratched his head. Now, he seemed to understand the real intention of Shuangqing's leader to let them jointly visit him. After thinking about it, he finally let out a sigh of relief: "OK, You don't have to thank me, let's treat it as a small talk today... It has been agreed in advance that I will never admit something out of this door!"

Hearing what Yang Zhu said, the man's face was ecstatic, but the representatives of the other two companies suddenly became serious...