1987: Sleepless Tonight

"Give me soda from the Second Factory?" Someone exclaimed, "The soda from the Second Factory costs [-] cents a bottle. Are you really giving it away? Don't you just fool us?"

2 cents is not cheap.

"How can I fool you? Wanjia Department Store has been in business since it opened, when has it deceived you?" Hu Shanshan said, "Our store can operate so well, even compared with Jiangcheng Shopping Mall, it depends on integrity."

"I have stocked up a lot of soda from the second factory in the warehouse, and I am waiting for tomorrow's event to give it to the big guys. The soda from the second factory is worthless now. Wanjia soda is everywhere in the market. The soda from the second factory can't be sold. You can buy a bottle for 5 cents, so big guys don’t have to worry that we can’t afford it.”

"Those who want to buy bicycles and electrical appliances can buy them tomorrow, and you can also get free soft drinks."

Lu Hao listened beside him, very satisfied with what Hu Shanshan said.

While answering the questions of a group of customers, he secretly stepped on the soda from the second factory.

"A bottle of soda from the Second Factory costs 5 cents? No wonder, Wanjia Department Store can afford it."

"The second factory's soda is no longer good, and the price has been reduced so much that 2 cents has been reduced to 5 cents."

"I bought a few bottles two days ago, it's a loss."

"Alright, I'll come to buy a bicycle tomorrow, and I have to bring a bamboo basket, otherwise I won't be able to take the soda back."

Hu Shanshan was like this, shouting and explaining, walking around the department store to let the customers in the store know the news.

Lu Hao saw that Hu Shanshan could handle it alone, so he didn't stay in the store too long. Instead, he drove the Santana to several big shopping malls and department stores.

The second factory soda has been re-displayed in major shopping malls and department stores, and it is in the most conspicuous position.

5 cents a bottle, this kind of discount has indeed attracted a lot of customers, but there are quite a few fewer customers in front of the shelves of the popular Wanjia soda.

After turning around, Lu Hao went back to the department store.

Huang Minghua was waiting outside his office. When he saw Lu Hao coming back, he hurriedly said, "Brother Hao, the No. 5 Beverage Factory held a big event. The No. [-] Beverage Factory lowered the price of soda water, and sold it at [-] cents per bottle. They are already following up. All the sodas from the second factory that were originally put in the warehouse are placed in the store, and they are still in the most conspicuous position. The customers who bought Wanjia soda before now also turn to buy soda from the second factory. "

"This is for sure, the price of 5 cents is very exciting." Lu Hao said, "If I were in my position, I would definitely buy the second factory soda, and I would not buy Wanjia soda."

He opened the door of the office, "Just now, I just drove around to the major shopping malls and department stores. It will be sold out."

"Brother Hao, why are you not in a hurry? This is a bad thing for us. If we do this, who will buy Wanjia soda? If the second beverage factory keeps doing this, then our soda will not be able to sell." Huang Minghua said anxiously.

Lu Hao glanced at him, "The more you are in this kind of situation, the more you need to be calm. If you think about it a little bit, you will realize how thoughtless what you just said was."

"The cost of soda is very high, around ten cents, and it won't come down in a short period of time. Under such circumstances, how long can the activities of the second beverage factory last?"

Labor costs are small, but production and transportation costs, including material costs, are high.

"But they are state-owned units with a big background, so they can lose money. Anyway, the money is not theirs." Huang Minghua said.

"The money belongs to the No. [-] Beverage Factory. All the profits and losses belong to the No. [-] Beverage Factory, not their own. There is nothing wrong with that, but if they lose a lot, it means that there are problems in their management and leadership. This point will be written in the file, and will be used as a reference when their positions change in the future. No one wants to have such a stain in the file, so this kind of activity will not continue forever. After the backlog of soda from the second factory in the department store, the event will end." Lu Hao said.

Solving the backlog of soda, even if it is sold at a low price, is considered a success, but if the backlog of soda is solved and it is still sold at a low price, the resulting loss is a stain.

Lu Hao had already considered these issues that Huang Minghua considered.

"If that's the case, then it's better." Huang Minghua felt relieved, "At the beginning, Hongyuan Beverage Factory had a backlog of soda drinks, and it was a lottery. Now that the second factory has a backlog of soda drinks, they lowered the price. Your method is better, the lottery not only promotes the sales of soda, but also guarantees profits, the method of lowering the price is a bit of a shit stick, it should be a loss or a loss, and it also disrupts the market. "

"But everyone is going to buy cheap soda. During this period of time, our soda sales will be greatly affected."

Huang Minghua was a little angry.

"The Second Beverage Factory is too busy to take care of itself now. How can they care about whether they will disrupt the market or become a shit-stirring stick? Their purpose is to stop losses." Lu Hao said, "Simply put, they are just jumping the wall."

He looked at Huang Minghua, "You came here, you have been waiting at the door of the office, didn't you go to the department store?"

"I just came here not long ago, and I was about to go to the department store, when you came back." Huang Minghua said.

Lu Hao nodded, "That's no wonder, if you're going to a department store, you won't be so worried about this event of the No. [-] Beverage Factory. In the short term, the soda price cut at the No. [-] Beverage Factory will cause us to lose some sales. Um, but in the long run, it will be good for our beverage factory."

"For a brand to be successful, sales are one aspect, but at the same time, it is also necessary to focus on establishing a brand image so that the brand can generate value in the minds of customers."

"Beverage No. [-] Factory does this to demean itself and lower its own brand value. We just take this opportunity to replace No. [-] soda factory."

Lu Hao took out a cigarette, threw one to Huang Minghua, and continued, "I have arranged for someone to buy soda from the second factory, and have an event in the store. Anyone who buys goods in the department store and spends more than 5 yuan will give a free pack." Bottles of soda from No. [-] Factory will further damage the brand value of No. [-] soda."

"This activity is long-term, but it doesn't need to be continuous. After all, if you really want to do it continuously, the cost is quite high. It will be held every one or two weeks for a protracted battle."

"You don't need to worry, our soda sales can still be carried out according to the normal plan."

Everything is proceeding in an orderly manner.