Rebirth in 1998 is also a kind of life

Three days later, the small conference room of the Quancheng Soda Factory.

At the third seminar on new products, Li Ming reprimanded Fang Qiu.

"Since we want to pursue sales volume, the target consumer group anchored by our new products must be large enough;"

"Since we want to pursue fission speed and profit, the pain points of consumers that our new products must solve must be sharp;"

"Since we want to extend the life cycle of new products as much as possible, the value it presents must be rigid demand!"

"So... everyone, please take a look, this is the new product suggested by our sales department - cocktail juice."

"The target group it anchors is—the urban young women who love beauty."

"The proposed product value proposition is - drink more and look beautiful!"

"This is recommended for the following reasons:"

"First, China is now entering the era of youth society, and the median age of urban residents is only 29.4 years old; while nearly 3.8% of my country's 70 million urban residents are young and middle-aged, and the number is 2.66 million."

"That is to say, even if it is divided according to the gender ratio of 5:5, we are targeting a huge market with a population base of 1.33 million, which perfectly meets our requirements for sales soil."

"Second, with the continuous improvement of people's lives, women's repressed beauty-loving nature is gradually liberated, and it has become the top 3 topics that women pay attention to."

"Don't underestimate women's love for beauty. With the continuous induction of film and television works and the convenience of good looks at work, their pursuit of appearance has gradually become crazy-some people have followed suit in the past two years. You can see it when you go abroad and spend a lot of money on plastic surgery.”

"80% of the women in this world are mediocre, but correspondingly, becoming beautiful is the 80%, and even the pain point of every woman. After all, no woman will let go of any method to make herself more beautiful .”

"I've checked. At present, most of the products that meet this demand are cosmetics, clothes and beauty salons. In the beverage industry, we are the first, which means that this is a blank track. As long as we are fast enough , you don’t have to worry about encirclement and suppression by competitors.”

"Third, in the current environment, safety is a natural barrier for this kind of product that is similar to functional demands. If there is not enough endorsement, it will be difficult for consumers to accept it quickly, but this is precisely our advantage and opportunity."

"First of all, Quancheng Soda has accumulated a certain positive social image in the whole country. It is the only one in the beverage industry. After seeing our brand, consumers dare not say that they fully trust it, but it is not a big problem to dispel half of their concerns. of."

"Secondly, unlike cosmetics and medical beauty services that have relatively high experience risks, our products are beverages, and they are fruit juice drinks with a low unit price, which will greatly reduce the psychological experience cost of consumers, and make the product's expected effect and The risk of use is completely incomparable, and the probability of transaction is greatly improved."

"Secondly, according to scientific research reports, the multivitamins, anthocyanins and various substances contained in fruits do have certain whitening and anti-wrinkle effects. Our slogan is not deceiving consumers, even if competitors want to attack , there is nothing we can do from this.”

"The last thing I want to say is that if this new product is popular in the market, our factory can help more fruit farmers; you must know that although Qilu is a big fruit province, products such as Yantai apples are also very famous. But this does not mean that fruit farmers in all regions are living well, since we are determined to be a state-owned enterprise with a sense of social responsibility, we must take these factors into consideration from the first step of product development.”

Following Li Ming's explanation, the venue first burst into applause, and then countless questions rushed over.

………………

"Section Chief Li, I would like to know what is the expected cost and market price of this product?" This is the section chief of the Finance Section.

"The exact cost cannot be given because the formula and process have not been finalized, but according to my preliminary evaluation, it is calculated according to the specifications of the 148ML bottle. The cost of the bottle should not be higher than 0.8 yuan."

"As for the market price, I think it is more appropriate to maintain the price of 3 yuan bottle."

"Three yuan a bottle? Is it too expensive?" The head of the finance department frowned.

"I don't think it's expensive. Now that everyone's income is gradually increasing, three yuan a bottle is not an unacceptable price for everyone. Besides... what is a mere three yuan for a woman to make herself more beautiful? If you don't consider Because of the frequency of purchases, I still want to set the price to 6 yuan!"

…………

"Chief Li, I have a few questions to ask; first, why is the specification set at 148ML instead of the usual 248ML or 300ML?" This is the section chief of the production department.

"This is related to the characteristics of the target consumers. Since the target consumers are women, their physiological characteristics determine that products with lighter weight and smaller size are more likely to be favored by them."

"As for whether it will make them feel that the capacity is a bit small... I just want to say that the main reason they buy this drink is not to quench their thirst, please don't use the standard of soda to measure it;"

"Moreover, there have long been reports that a normal adult woman drinks about 200ML of beverages each time, and the 148ML capacity design is just between them, which can not only guarantee their bottom-line needs for quenching thirst, but also meet their needs. What's wrong with getting them to buy a second bottle?"

"Uh... well, the second question, the above is just a general description of cocktail juice, which means that we need to explore the specific formula by ourselves?" The head of the production department asked the second question.

"That's right, our sales department is really not an expert in this area, and we still have to rely on your production department in the end."

"But now that time is so urgent, I suggest that each department should send a group of people to carry out the experiment. Anyway, it is just mixing various fruit juices and sugar in different proportions. At present, we are only pursuing the taste, not the so-called nutritional content. "

"Well, this is a good idea. I agree. The third question is that the production process of fruit juice drinks is completely different from that of soft drinks, and the production line and packaging materials are not the same. I would like to ask Chief Li, how to solve this problem?" Chief of the Production Section Asked the question he was most concerned about.

"Well, I have also expressed this problem in the plan, but everyone has ignored it."

"Indeed, the production lines of the two products cannot be shared, and if we want to buy a new production line, not to mention the huge amount of money that will be spent, the production cycle of a year and a half is enough to bankrupt our plan."

"So my idea is... to walk on two legs; while temporarily renting the production lines of other companies for production, while waiting to confirm that the market accepts this new product, I will then customize an advanced production line."

"Huh? This is similar to the original OEM, but there are not many juice manufacturers in China now, and if the taste is to be guaranteed, the production line must be as advanced as possible. I wonder if Section Chief Li has a goal?" The production section chief A little curious.

"Haha, the goal is definitely there, but let's wait until the formula comes out. After all, it's more reliable to determine the process first, and then find the production line." drumming.

…………

"Section Chief Li, I see that your plan has requirements for bottle shape and bottle cap. I can understand the bottle shape. After all, it is also one of the elements of packaging design, but you still have so many requirements for bottle caps. I I can’t understand it.” Secretary Dong of the secretary’s office looked at Li Ming with some doubts.

"Well, in fact, don't underestimate this mere bottle cap, it is a very important part of our product experience upgrade this time." Li Ming looked serious.

"Upgrade product experience?" Secretary Dong looked at him half-understanding.

"Yes, the product experience has been upgraded. You see, most of the beverage products now are either sealed with iron lids, or plastic lids are tightly stuck in order to pursue airtightness;"

"You know, our target group is women, who are weak and sensitive. If it takes a lot of effort to unscrew it every time, it won't be long before they complain about our products and they will be interested in buying them. It will also plummet.”

"It's different now. If the new bottle caps are really designed according to our requirements, they will be easy to twist off, and naturally there will be no complaints. And with the horizontal comparison of other drinks, maybe many other consumers will also Repeat purchases from us for convenience."

"In addition to this, if you look at our plastic bottle cap plan, doesn't the vertical ring buckle on it look strange at first glance?"

"Actually, this is a design that is convenient for those female consumers to carry."

"You know, according to the current fashion trend, the bags of young women are getting smaller and smaller, and there are almost no pockets on the clothes and pants; Female consumers have no choice but to drink it on the spot; this greatly limits the use cases of the product.”

"But it's different now. With this buckle, female consumers of such a light beverage can hang it on their fingers and walk around without putting much burden on their fingers."

"In the long run... When consumers travel, go shopping, go to the park, go outing, etc., will our new beverage become the first choice?"

"When our new products appear more and more frequently in various usage scenarios, under the herd effect, is it possible for our products to become national beverages?"

Everyone looked at the somewhat weird bottle cap on the PPT, and turned around in their minds again, realizing that it was not impossible.

"Hey~~~!!"

Thinking of the possibility of this new product becoming a national drink, everyone gasped in surprise at the countless surprises that popped up in their minds...