The Richest Man Yang Fei

"Boss, there's something wrong with the American branch." Lao Yan stood up and sat on the sofa where guests were treated.

"I already know." Yang Fei poured him a cup of tea and made a gesture of invitation.

Lao Yan quickly stood up, bent down, and then picked up the tea cup.

"I was about to discuss this matter with you." Yang Fei said slowly, "Tell me first, what are your opinions?"

Lao Yan thought, I just received the call and learned that there was a problem in the United States. How could the boss know before me? Could it be that he still has some ears and eyes in the United States?

Thinking of this, Lao Yan couldn't help but feel a little more in awe of Yang Fei.

Lao Yan said: "Americans look down on foreigners. This is a tradition. In the eyes of many people, anyone with yellow skin is Chinese, and their status is inferior to that of black people."

Yang Fei waved his hand: "We don't discuss these, we only talk about the sales of our company's products."

Lao Yan spread his hands and said helplessly: "The problem is, we can't avoid these! Not only will we encounter these problems when we go to the United States to develop, but companies from other countries will also encounter problems when they come to develop here. This It is a common problem worldwide, and the culture and habits of each country and region are different!"

Yang Fei said: "I think there is a word that can solve this problem very well."

Lao Yan couldn't help but lean forward slightly: "Please give me some advice, boss."

Yang Fei said: "Localization!"

Lao Yan repeated: "Localization?"

Yang Fei said: "Yes, it's localization. You were right just now. All international expansion will encounter various difficulties. Especially this kind of targeted discrimination. Therefore, we should try our best on product packaging and labeling. Downplaying the concepts of country and nation.”

Lao Yan nodded and said: "It makes sense. After entering the Chinese market, the products of P\u0026G and Unilever have been well localized. For many products, if you don't deliberately understand them, you won't even know that they are American companies. of."

Yang Feidao: "Country and city, such labels are a double-edged sword. If used well, it can be the finishing touch. If used incorrectly, it will cause resentment. If a perfume comes from Paris, France, it can It is widely publicized because Paris has always been the capital of fashion, romance, and perfume. If you put such a label on it, you will win the love of consumers.

He added: "What if you are from Tokyo? Then you have to be careful when labeling, because many people in our country are very sensitive to Japanese goods. If you say it is Japanese goods and use Japanese celebrities as spokespersons, they will subconsciously resist. If you don’t buy it yourself, you also encourage people around you not to buy this product. Many Japanese products are not bad. On the contrary, their quality is very good. However, just because they are Japanese products, they cannot be sold in our country and may even have to be returned. city."

Lao Yan said: "The attitude of Americans towards our products is roughly the same."

Yang Feidao: "We cannot expect the market to change for us, nor should we have any illusions about fighting the entire market. This idea is completely unrealistic. What we have to do is to change ourselves."

Lao Yan smiled and said: "Indeed, it is always difficult to change others, but it is relatively easy to change yourself."

Yang Fei said: "That's the truth.

So, let’s change ourselves! From packaging, naming, product promotion, and spokespersons, everything is localized! Whichever country our products are sold to, we must localize them to that country. We want consumers to downplay the regional concept of the products and make them subconsciously think that these are products from their country. "

Lao Yan pondered: "Localization is easy to say but difficult to do."

Yang Fei said: "Then let's do it step by step. First, replace the spokespersons with celebrities from the United States. Do the same for other countries. In terms of packaging, we also need to make major changes to make it more in line with what the locals like and accept. Welcome packaging style.”

Lao Yan said: "Okay, just change it like this. It should work."

Yang Feidao: "We have factories in the United States. This is our advantage. Our raw materials, production, and sales are all local in the United States. We are not importing or exporting to domestic sales. We must highlight these and let Americans understand that we products are American products!”

Lao Yan said: "As for the trademark, should we also change it? For the white brand, we use the word 'white'. It is concise, elegant and prominent, and it is completely localized."

Yang Fei said: "I'm afraid there will be problems with trademark registration. But it doesn't matter. If anyone owns the trademark, we will pay for it. Remember, buy the trademark first, and then make the next move. Otherwise, others will know about us. If you have to buy it, the price will be raised."

Lao Yan said: "Okay, boss. Our products don't have that many problems, but we have received a lot of complaints in the United States. I think there may be something to this."

Yang Fei said: "It's just a common tactic in business war! Isn't it easy to find hundreds of people to complain? No problem? Then make something out of nothing! This kind of business war method is not only popular in our country, but also in foreign countries! Don't think that all foreigners They are all gentlemen!”

Lao Yan said: "I also suspect that someone reported it maliciously, so we welcome the supervision agency to come and inspect. We can avoid these negative comments through formal means!"

Yang Fei said seriously: "It's inevitable. Rumors are stronger than tigers, we must pay attention. Sanzhu oral liquid is our mentor. Who can imagine that Sanzhu's single product sales reached 8 billion yuan four years ago , will it be reduced to mud now? This giant company was brought down just because of a rumor that someone drank three strains of oral liquid and died."

Lao Yan sighed: "Three plants are really wronged!"

Yang Fei said: "We cannot follow in their footsteps, so public relations is very important. Once there are signs of bad public opinion, we must stamp it out and not let it lead to a huge disaster."

Lao Yan said: "The well-known lawsuit was one of the reasons why the Three Trees fell. But more importantly, the Three Trees attracted wind and was suspected of false propaganda. This was the root cause of its demise. I admire the Three Trees the most. The company’s management system is a military-style management, and someone once commented that if they were sent to the company, they would be able to go to the battlefield.”

Yang Feidao: "The execution ability of Sanzhu employees is the best in the company I have ever seen! But execution ability alone is not enough, and facts have proven this. Military management is not necessary for enterprises. , employees are just employees after all, they are not soldiers. Moreover, although the army's combat effectiveness is strong, there is also a saying that defeat is like a mountain. On the battlefield, as long as the main flag falls, no matter how many soldiers there are, they are just a pile of scattered sand! So, We don’t need to learn from this model.”

Lao Yan said: "Thank you, boss."

The two of them were having a lively discussion when a dispute suddenly broke out outside the office.

The glass in the office is specially made so that the inside cannot be seen from the outside, but the outside can be seen from the inside.

Yang Fei saw several employees arguing around Yi Dai outside. There was also a female employee who reached out and pushed Yi Dai. Yi Dai fell back and hit the desk.