Rebirth Starts From 2006

One sentence suddenly woke Huang Shan up.

In fact, she has never forgotten Chen Yang's judgment.

After the powerful economic stimulus plan launched by the above, the increase in national income is almost a certain fact.

However, she had always focused on a higher level, thus ignoring the market, let alone the sinking market below the third tier.

In fact, strictly speaking, the sales of Damai mobile phones are closely related to the sinking market.

In April last year, Chen Yang personally established two major marketing centers, Damai and Huahuo. On the one hand, he and Qin Yu took selfie advertisements to promote the Damai and Huahuo brands from the media level. On the other hand, he vigorously promoted national investment promotion.

Taking advantage of the popularity of advertising, we completed the investment promotion work in most regions across the country in almost the shortest time.

In the first batch of Damai mobile phone orders, markets in third-tier cities and below accounted for almost 60% of the share.

Including the response to a snowstorm at the beginning of this year, the Barley and Huahuo brands were pushed to the forefront, and aroused great enthusiasm in the national market.

If it weren't for the fact that production couldn't keep up, Barley and Huahuo could completely complete the domestic market and kill them from top to bottom!

Now the problem arises in this "if"!

Huang Shan thought for a while and said seriously, "I understand what you mean. The sinking market is indeed a very big growth point in the future. If done properly, it may even lead to a big brand.

But the problem is that now our output cannot fully satisfy even the first and second tier markets. If we focus on the sinking market at this time, it is almost equivalent to giving the biggest piece of fat to our competitors in vain.

Have you considered this issue? ! "

Chen Yang smiled and said, "Since I proposed to pay attention to the sinking market, of course I have considered this issue.

Of course we will not give up on the main market. You can rest assured on this. I am not that stupid.

As for the sinking market, we have to use another method to fight it, and it is a method that cannot damage our current market interests.

In addition, the sinking market I am talking about is not just the part of the market below the third-tier cities in my country, but the sinking market abroad.

According to a press release issued by the United Nations Conference on Trade and Development, the number of least developed countries in the world has reached 49, including nine countries in Asia, 34 countries in Africa, five countries in Oceania, and one country in Latin America.

Coupled with the larger number of developing countries, if this market can be developed, the value generated will not be inferior to the European and American markets at all!

As for the specific approach, my idea is to separate the brands! "

Brand separation?

Huang Shan frowned, thought for a while and said, "In addition to the single brand model, there are three main structures for brand separation, the main and sub-brand model, the endorsement brand model, and the independent brand model.

Which one do you want to use? "

“Of course it’s an independent brand!”

Chen Yang smiled and said, "The greatest value of the call that Director Yao made to me today, besides making me pay attention to the sinking market, is that it reminded me of the importance and necessity of localized brand management!"

After a pause, Chen Yang took a deep breath, raised his head and looked at the copybook hanging on the wall, and said with a chuckle,

"Thousands of years ago, our ancestors told us that some people can only share adversity but not wealth.

The same is true for people, not to mention countries!

When there is little conflict of interest, or when we are faced with a global financial crisis like today, all countries in the world can cooperate sincerely to tide over the difficulties together.

However, the financial crisis will always pass. When one day, the development of various countries becomes unbalanced, whether intentional or not, most regions will set off a wave of boycotts against foreign brands.

This is inevitable no matter which country you are in.

This will be especially obvious in places where development is acceptable, such as India and Brazil!

At that time, a unified brand strategy may be frustrated in this type of market. "

Huang Shan nodded lightly, "Understood. That's why you started planning last year to find ways to awaken people's patriotism and revitalize national brands. It's the same reason."

Chen Yang's face stiffened slightly. Is this the same thing? !

Well, if you think about it the other way around, it’s really the same thing.

The difference is that one is a dragon and the other is a warrior.

Those who resist foreign investment in their own land are warriors.

And when the warrior goes to other places, he naturally becomes a dragon in the eyes of the people there.

What he has to do now is to put a layer of disguise on the warriors and pretend that we are all his own!

In fact, foreign brands often do this kind of thing.

For example, Harbin Beer is owned by the American company Anheuser-Busch and is a brother of Budweiser. Nanfu was taken over by its rival Gillette, Danone acquired Robust, Unilever acquired China Toothpaste, and Lamex acquired Vitality. 28. My wife successfully became Nestlé, Sanxiao was also embraced by Colgate, Shuanghui’s major shareholder is actually Goldman Sachs,...

Foreign-funded enterprises have spent so much effort to acquire these brands. In addition to attacking competitors, the most critical point is that almost all multinational companies are using a strategy.

Localized management!

Now, Chen Yang must not only revitalize national brands and resist the erosion of foreign capital, but also learn from his opponents, transplant this trick to other places, compete head-on with them, and contribute to national brands occupying an advantageous position in the wave of globalization. A piece of hard work,

This is called repaying him with his own way!

Cheer yourself up first and raise yourself to the moral high ground from a spiritual level.

Then he coughed dryly, and Boss Chen said seriously, "A shopping mall is like a battlefield, it's nothing more than an offense and a defense. They can do these things, why can't we do it?!"

"I'm not saying it can't be done,"

Huang Shan rubbed her hair and said distressedly, "I was thinking about how to achieve the effect you mentioned!"

No matter from the perspective of personal, company, or national interests, she has no reason to oppose Boss Chen.

What she has to do is how to achieve the strategic goals proposed by Boss Chen!

On this point, Chen Yang directly pointed out the direction for her.

“All market strategies are composed of three elements: capital, technology, and brand!

Whether it is barley, fireworks, river or others, they are also composed of these three elements.

We can completely start from these three perspectives to formulate a general implementation plan for localized business strategies.

Take fireworks as an example,

A new mobile phone manufacturing company can be established in Africa with investment from Huahuo and Honggu Capital, and technical support from Huahuo Technology and Huahuo Seiko.

This company, from R\u0026D to factories to market operations, is all located in Africa. Except for the capital and technical connections behind it, on the surface, it is a completely African company.

At this time, we can use the name of this company to accept cooperation from companies such as Yao Dong or local African capital to jointly occupy the market.

When the market share reaches a certain level, we can even use capital operations to completely localize the company.

For example, introducing state-owned capital and large group capital from Africa and logging into the capital market in Johannesburg, Paris or London,

Of course, we will ensure our control over the management rights of this company through cross-shareholding.

But from all aspects, it is an authentic local company that can make the African people proud.

With local state-owned capital and large group capital as shareholders, they will also be very cooperative to prove this! "

After talking for a long time, Chen Yang grabbed a water glass and drank some water, and then continued,

"As with fireworks, so can barley.

This is true for Africa, and it can still be true for Latin America, Asia, and Oceania!

In fact, in my opinion, companies such as Damai and Huahuo are not the most suitable for this kind of localization strategy of sinking the market, or in other words, the companies that need this strategy the most.

Rather, it is about those non-performing asset companies in traditional industries that we have acquired and are preparing to enter 20 new future industrial cities across the country!

Even further, is it possible for us to extend the model of future industrial new cities to other places such as Africa? !

Products that are directed to consumers require a localization strategy, and the industry behind such service companies can naturally do the same.

Putting aside brand factors and considering purely from the capital level, various forms of external expansion are more conducive to our external cooperation and exchanges.

Perhaps one day, future industrial cities will spread across five continents! "

At this point, if Huang Shan still doesn't understand, she is not qualified to sit in the position of CEO of Rainbow Group.

She gently combed her hair a few times, nodded and said, "I understand, I completely understand!"

After a pause, he added, "I will organize people to formulate a specific implementation plan. I have something to say to you first.

Companies like Damai and Hanabi that already have sufficient market visibility and share can immediately implement the localized business strategy you mentioned.

Anyway, for us, it is not much different from investing in a brand new company, and it is more controllable, so there will be no problems in execution.

However, for those traditional industry companies that have not yet settled in the future industrial new city, their progress will slow down.

Before you learn to run, you must first learn to sit, then learn to crawl, and then learn to walk. You cannot start running all at once, otherwise you will fall.

You need to understand this! "

"Understand,"

Chen Yang smiled and said, "The first step for these companies that have been reorganized from the non-performing asset package is of course to stabilize their operations. Whether it is for the domestic market or foreign markets, it is too early to talk about localized operations.

However, when a certain product is too fierce in the domestic market, it is a wise choice to develop in the lower market. "

If high-tech industries can use technology or product performance to achieve overtaking in corners, for those traditional industries, the only way may be to spend money to smash the market.

This is the so-called brand queue-jumping strategy.

However, this has high requirements on the funds and strength of the company. Does your company have enough financial budget to do advertising? After advertising, does it have enough channels and products to complete brand promotion? Market capture efforts?

These are very real challenges for enterprises in traditional industries.

On the contrary, if you can find ways to avoid stronger competitors at the beginning, use your own scale and product advantages to sink into the township market and compete with those small-scale township and village enterprises, you will be more likely to succeed. Taller.

Huang Shan saw that Boss Chen knew it well, so she smiled and said, "In this case, we can happily reach an agreement,"

After a pause, she said again, "Dong Yao, what do you mean?"

Chen Yang immediately said without thinking, "As I just said, Honggu Capital and Huahuo Technology will jointly invest, Huahuo Technology and Huahuo Seiko will provide technical and early-stage human support, and cooperate with Director Yao to choose a place in Africa to open a new company ,

The new company must operate completely independently, including registering a new brand and building a new factory.

Before the factory is completed, products can be manufactured by Hanabi Seiko and Damai Seiko, or other domestic mobile phone manufacturing factories.

We must hurry up on this point. I don’t want to delay it too late and end up having to compete head-on with those copycat phone companies. "

According to what Director Yao said, Transsion has entered the African market two years ago. If they don't hurry up, when they complete their initial accumulation and have the funds to do further product customization research and development, Huahuo will have to spend a lot of money if they want to win. It took a lot of effort.

Huang Shan nodded, and at the same time picked up a pen and wrote down on the notepad, "Yes, it's still the old barley routine. I'm very good at this.

Don’t worry, it’s October 1st and I guarantee that within a month, the new product will be on the counters in major African cities.

Of course, if Yao Dong didn't brag! "

Chen Yang smiled and said, "If he dares to brag about this kind of thing, it will definitely end badly!"

That's what it says, but when it comes to execution, Yao Dong's customer resources will definitely be verified by himself before they can count. Otherwise, this cooperation will definitely not count.

Even if he goes too far, Boss Chen is not afraid to let the outside world know that in addition to being generous and easy to talk to, he, Boss Chen, can also have the fury of thunder.

How can the boss of a dignified super group enterprise be fooled casually? !

After saying something lightly, Chen Yang continued, "As for the distribution of shares, up to 15% of the share can be reserved for Director Yao, but it must be injected in cash.

In addition, as he said himself, he has partners in 48 countries in Africa. These resources must also be injected into the new company! "

Huang Shan took a deep breath and said, "I understand, fifteen percent, not too much, not too little, and worthy of his cash and customer resources, he will not lose money on this business!"

In business, if you don't lose, you make a profit.

And Director Yao’s business is simply a huge profit.

He owns 15% of the company's shares, and by cooperating with his former business partners through Huahuo Mobile, he will definitely promote his original company's products for personal gain. If everything goes well, it won't take long for him to increase his original sales. Come up, even exceed the previous scale.

As for whether he would agree?

Regardless of whether he is greedy or satisfied, is there any room for bargaining in this cooperation? !