Meet the Brand Officer

A product called Jiu Wei Xian Zao Lu suddenly flooded into the market. Its bottle shape, packaging design, and color matching are very similar to Si Wei Zao Lu, only the price is one yuan lower than Si Wei brand.

In terms of flavored fast-moving consumer goods, a lower price means that it can attract the attention of most consumers.

Especially when the new brand of Siwei Chaolu has just entered the market and has not yet established a firm foothold. Facing the impact of another new brand's low price, consumers have no power to resist, and the Siwei brand is also deeply troubled. In just a few days, the growth rate of sales has slowed down significantly, showing a downward trend.

Lin Xiyou submitted this week's sales data to Bai Rui, and Wang Yan, who was hot-tempered, scolded directly: "This is obviously imitating our brand strategy, what a shameless copycat!"

"Our brand promotion of Si Wei Zao Lu has attracted the attention of competitors. The sharp increase in sales last month has allowed them to see the bonus space in the Zao Lu market. It will be a matter of time before they all follow suit. It's just..." Sun Yan analyzed calmly, paused, and cast a confirming look at Bai Rui.

Bai Rui, who was silent for a long time, nodded slightly, affirming his thoughts, "It's just that he came a little too soon."

"Well, it will take a while from bottle design, brand building to production, channel negotiation, marketing, promotion, and launch. How could they be so fast?" Sun Yan expressed his doubts.

"Really, according to the normal time calculation, it won't be possible! Unless..." Wang Yan slapped his head and shouted excitedly: "The other party has been eyeing us from the beginning, and has already been secretly preparing for it. Caught us off guard."

Lin Xiyou listened to their discussion, secretly suspicious, and inexplicably, the flash of cruelty on Chen Feng's face appeared in her mind.

She hid her chaotic thoughts and turned to ask: "Brother Rui, what should we do now, should we adjust our strategy first to stabilize sales, and should we lower the price to the same level as Jiuwei?"

"Adjustment, but price reduction is not acceptable." Bai Rui responded decisively.

"However, some consumers are too sensitive to prices. A slight drop will easily cause a big reaction. If we don't lower the price, it may be difficult to break through and sales will continue to decline." Sun Yan expressed concern.

"Since the other party is prepared, as long as we adjust the price, they will definitely lower it. The price reduction will only make us fall into a more deadlocked vicious competition." Bai Rui insisted.

"Do brand upgrades to increase the visual recognition with the other party?" Zhou Bei mentioned casually.

Lin Xiyou shook her head and denied, "The brand logo of Siweilu has just entered people's field of vision not long ago, and has not yet formed a solid recognition. If we change the logo and color, then all the previous efforts to lay the groundwork will not be done for Jiuwei. Are you married yet?"

"That's right. Consumers don't have a deep impression of the brand. If they see that the style is similar, if they buy it back and taste it, and the taste is not bad, they will get used to it over time. The taste will be replaced by Jiuwei." Zhou Bei Talk to yourself.

"What if we switch to other categories and develop one or more competitive products to boost sales in the short term?" Lin Xiyou was preoccupied with how to quickly increase sales, which was related to Bai Rui's future.

"The time is short and difficult to operate, and some deep-rooted brand influences in other categories are also difficult to shake for a while." Sun Yan shook his head thinking.

The few of them were discussing fiercely. After a long period of contemplation, the silent Bai Rui made a decision: "Fight head-on and defend the strategic items. However, we must also prepare with both hands."

This night, their meeting lasted five or six hours, and they didn't leave until all the plans were agreed upon and their respective tasks assigned.

When Lin Xiyou returned home, it was already two o'clock in the morning, physically and mentally exhausted, but tossing and turning, unable to fall asleep.

Scenes of past events flashed in my mind. The death of my father ten years ago was inseparable from the vicious workplace competition. Now, is this invisible competition for condiments really just an ordinary business competition? Could there also be hidden behind it? Conspiracy with ulterior motives.

If it is not an insider, how can they know their strategic direction and execution dynamics so well.

Could it be Chen Feng?He wholeheartedly pursues fame and fortune, and regards Bai Rui as a strong enemy. If Bai Rui fails in this self-reliance guarantee competition, then he can easily eliminate his competitors and secure a chance of promotion.

The more Lin Xiyou thought about it, the more she felt chills down her spine, and she lost all sleepiness, so she simply got up and searched for information about the company behind Jiuweizaolu products.

According to online information search, Jiuwei Zaolu is a sub-brand called Jinbao Condiment Factory. The trademark of Jiuwei has only submitted an application and has not yet been successfully registered.And Jinbao Condiment Factory is a contract processing factory, specializing in the OEM production of various condiments.

The factory itself is not well-known, and there is not much information on the Internet. Lin Xiyou spent a long time trying to figure it out, but she couldn't find many problems on the surface, but she always felt something strange in her heart.

Why does a factory that has been processing OEMs for so many years suddenly become a self-operated brand, and there is no pre-preparation and warm-up, and it is a complete set of operation methods to go online directly
This question has been fermenting in Lin Xiyou's heart for several days. She has checked that the factory site is not far from the neighboring city, so she plans to go there this weekend.

After a full week of work, the statistical results show that the sales volume of Si Wei Zao Lu barely maintained at the level of last month. If there is no growth, it will drop. According to the original forecast, the sales volume of this month should double. It is a good trend of development.

If they continue to develop like this, it will be difficult for them to compete for the top three positions in sales.
The other party seems to have predicted their operation methods, and every time they launch a new marketing method at the last step of their strategy, they always suppress them with a slight advantage.

This made Lin Xiyou more determined to find out.

Early on Saturday morning, when Lin Xiyou was scanning the QR code to rent a shared car on the road, a short beep came from behind her.

Turning around, it was Wei Ba and Song Ziyuan, "Morning, where are you going early in the morning?"

"I have to go to a neighboring city on a business trip. The location is remote and other means of transportation are inconvenient, so I simply drove by myself." Song Ziyuan explained and got out of the car, walked up to Lin Xiyou, with puzzled eyes, "Are you going to drive by yourself? where to."

"I have to go to Ning City to do some errands, but after checking other routes are inconvenient, I want to rent a car and drive there by myself." Lin Xiyou answered truthfully.

"After taking the driver's license test, how many times have you driven?" Song Ziyuan cast a sidelong glance at her.

"I got my driver's license in my sophomore year, and I passed it with a perfect score all at once. But after that, I got my driver's license." She smiled and raised an index finger.

Song Ziyuan was stunned for a moment, then frightened for a while, "A novice with basically zero experience, how dare you drive on the highway alone to go so far away?!"

His volume was raised by eight degrees, causing Lin Xiyou to tilt his ears.

"I should drive pretty well. There is always a first time in everything. First time is familiar and second time is familiar." She smiled guiltyly, and was about to raise her phone to scan the QR code when Song Ziyuan snatched it away.

Song Ziyuan lost her temper and put her cell phone in her pocket, confiscating it!