Rebirth of the Wild Age

Linzhou, Wulin Square.

The weather was hot enough to roast people, but the fans were not afraid of death and lined up in the open air.

A temporary stage was set up in the square, no one was performing, and I only have eyes for you was constantly playing on the speakers. The host's shirt was soaked with sweat, but he was still yelling hard, engaging in various prize-winning sales activities.

The real protagonist is Jing Gangshan on the side of the stage. This person has debuted for ten years, and he is barely a freshman. He is popular and has many fans, but it is a pity that the signing company is not strong enough, and the resources he has cannot be compared with Mao Ning at all.

Wahaha Pure Water was launched in April this year, with a promotional strategy of stars + songs, just like Song Weiyang's canned food and Coke.

Jinggangshan endorsed Wahaha, and it was definitely a hard-earned money. It had to conduct a series of signings of purified water and tapes in major cities across the country for half a year. I went to the north for a tour in the past three months, and now I am back at Wahaha's base camp. The promotion is almost like a concert tour.

Swipe, swipe, swipe...

A bottle of purified water, a tape, and a signature. Jinggangshan has become a robot with a wooden brain, only his right hand is still subconsciously signing his name.

As the evening approached, Jing Gangshan stood up wiping his sweat. He had to go back to the hotel to take a shower and change clothes, because Boss Zong personally hosted a banquet to reward him in the evening.

Boss Zong is frowning at the company at this moment, because he just got the information that the local dealer has received the first batch of Xifeng purified water, and they will start selling it immediately after the advertisement is put on.

I heard that Xifeng hired a crooked singer to advertise purified water, said his wife Shi Youzhen.

Wahaha is definitely a family business. From the very beginning, Shi Youzhen held important positions in the company, but her reputation was not obvious under the halo of Boss Zong.

Star + advertisement again? Boss Zong breathed a sigh of relief, That's okay, we launched pure water more than three months in advance, and we have already established our reputation and occupied the main market. It is absolutely impossible for Xifeng to still do this now. Win. By the way, which famous singer did Song Weiyang invite?

Shi Youzhen said: It seems to be Wang Leehom, a small singer, not very famous.

Boss Zong was confused: What the hell is Song Weiyang doing with a little singer in a ring with Jinggangshan?

You can't take it lightly, Shi Youzhen said, Song Weiyang is too good at publicity and hype. He has his own topic of public opinion. Now his name is everywhere in the newspapers. With just three words of Song Weiyang, many dealers are willing Work with him.

I never dared to underestimate him, this man is too evil. Boss Zong said.

Wahaha really regarded Xifeng as its biggest competitor, otherwise it would not have sent someone to investigate the situation as soon as they heard that Xifeng was producing purified water, and even figured out who to hire as a spokesperson.

As for Jianlibao, the leader of the local beverage company, Boss Zong is not very afraid, or the competition between them is not fierce. Jianlibao has always had only one blockbuster product, and has launched new products in the past few years, but none of them have any effect, and there is almost no market overlap with Wahaha's products.

Xifeng, on the other hand, developed too fast.

Last year Wahaha was second, but this year it was overtaken by Xifeng.

Fortunately, Wahaha is not a vegetarian either. After a joint venture with France's Danone, it has also developed rapidly this year. Especially with the popularity of purified water, Wahaha has once again surpassed Xifeng, and its market ranking is second only to Jianlibao.

Jianlibao is still the most powerful and the eternal boss. Xifeng and Wahaha can only compete for the second place.

Boss Zong said to his wife: We must keep an eye on Xifeng. The pure water market is vast, and Xifeng cannot be allowed to develop arbitrarily. We must follow up at any time in whichever city they focus on, and use the market's leading advantage to suppress it!

I know. Shi Youzhen said.

Boss Zong said: It's getting late, I'm going to have dinner with Jinggangshan first. Xiaojing has put in a lot of effort this time, and has signed sales for three consecutive months, so I have to reward him.

Her husband left the company, but Shi Youzhen did not. The company is her home, and she doesn't even care about her daughter, who eats in the school cafeteria after junior high school.

She was busy until after six o'clock, when Shi Youzhen suddenly received a call: Manager, I just saw the TV commercial of Xifeng purified water!

It's the ad made by that crooked little singer, how about their promotional song? Is our Only You in My Eyes as catchy as it sounds? Shi Youzhen asked.

The person on the phone said anxiously: There are no celebrities, and there are no spokespersons. Xifeng's pure water advertisement is so powerful, my parents want to buy it after seeing it!

What's going on? Shi Youzhen immediately woke up.

He said on the phone: Twenty-one purification, Xifeng's publicity strategy is health!

Shi Youzhen said: You continue to watch the TV. Once Xifeng's advertisement appears again, immediately record it and send it to the company.

Okay, I'll watch. Said on the phone.

At 9:30 in the evening, Boss Zong, Shi Youzhen, and several other Wahaha executives were all guarding in front of the TV.

A middle-aged man stuffs a videotape into the machine, and soon there is a picture on the TV

The background of the commercial is blue, a slightly turbid water drop, falling with the sound of the piano, passing through the first line of subtitles (the first layer: quartz coarse sand to filter suspended impurities), and passing through the second line of subtitles (second A layer of quartz coarse sand filters the sediment and impurities)... Every time a line of subtitles passes through, the water drop will become purer, and finally become a clear sky blue.

Boss Zong held the remote control board and replayed it repeatedly. After watching it more than ten times, he frowned and said, This advertisement is amazing!

We also do the same for purified water, and Xifeng is not the only one. A senior executive of Wahaha said.

Consumers don't know how we make purified water, but now Xifeng lets consumers know!

Why don't we promote it like this?

I think it can.

No, no, the publicity strategy cannot be changed arbitrarily. Many activities have been arranged. If you change them, will they all be cancelled?

...

Everyone was at a loss for ideas, and Boss Zong made a final decision: Don't worry about Xifeng's publicity, we will do what we do. The sales department is on standby at any time, and we must do our best to compete with Xifeng in the market!

Wahaha will always be Boss Zong's word of mouth. While spending a lot of money to recruit talents is to buy your thinking and ideas, he made plans according to his own wishes. Some of his decisions were right, and many of them were wrong. The most typical one is Edison's milk powder.

At that time, the person in charge of Wahaha's milk powder project, as well as many high-level executives of the company, completely disagreed with Boss Zong's ideas. Boss Zong couldn't convince his subordinates with reason, so he waved the person in charge to leave, took over the project himself, and completely killed Edison milk powder.

Hearing that Boss Zong had made a decision at this moment, the others immediately shut up and carried out the order honestly.

In fact, Boss Zong made a fatal mistake two years ago. Regardless of everyone's opposition, he had to allocate funds for the food city project. If it hadn’t been for the joint venture with France’s Danone Group to obtain a huge sum of US$45 million, Wahaha’s capital chain this year would have been broken. Last year, banks would not lend to Wahaha.

The subordinates left, but Boss Zong was still smoking a dull cigarette by himself. He knows that it is impossible for Wahaha purified water to monopolize the market, and Xifeng purified water will inevitably rise, it depends on who can be the leader of the purified water market!