Rebirth of the Wild Age

Volume 156【Corporate Culture and Brand Strategy】

Chen Zhuo was invited into the large conference room. He came early, and the room was empty, and the staff hadn't started making tea yet.

After waiting for several minutes, someone finally came, and Chen Zhuo immediately stepped forward to shake hands: "Hello, my name is Chen Zhuo, a salesperson in the Northeast Region."

"Hello, hello, my name is Zheng Xuehong." Lao Zheng has a big belly and is even fatter than before.

"So it's Mr. Zheng, sorry for being rude!" Chen Zhuo was quite excited. He saw Zheng Xuehong sitting at the leader's table yesterday, and now he finally matched up. This is one of the legendary "Three Musketeers of the Company"!

Zheng Xuehong patted Chen Zhuo on the shoulder: "Young man, come on, I've heard about you, you've done a good job in the Northeast!"

Chen Zhuo said modestly: "I just made a small achievement, and I will work harder in the future."

Zheng Xuehong said: "Today is the chairman's lecture in person. You have to listen carefully. His lecture is not something ordinary people can hear."

Chen Zhuo quickly said, "I must study hard."

Zheng Xuehong found her seat, took out a newspaper and read it, and did not speak to Chen Zhuo again.

Chen Zhuo stayed in the room, as long as someone came in, he would definitely shake hands and greet, and it didn't take long to leave a deep impression on the people in today's meeting.

More than 20 people came to the conference room one after another, most of them were high-level executives of the company, and there were also some outstanding middle-level cadres like Chen Zhuo. There are too many people coming, Chen Zhuo is embarrassed to get close, too much, it will only make people think that he likes to exploit.

Song Weiyang came in wearing a down jacket, while the others were all in suits and leather shoes, they instantly looked different.

"Welcome the chairman to give you a lecture!" Yang Xin took the lead in clapping his hands.

Amidst a burst of slaps, Song Weiyang raised his hand and said, "Stop taking pictures, I don't have such a big airs, everyone should be more casual."

Chen Zhuo sat at a relatively back position, took out a pen and a notebook, and prepared to record today's speech.

Song Weiyang didn't talk nonsense, and went straight to the point: "I don't care about the actual work of the company. General Manager Yang Xin is solely responsible for this. Today I only talk about the general direction of the company's development. You are all leaders, how to be a qualified leader What? I can sum it up in nine words: set a strategy, set up a team, and lead the team!"

"First of all, we must formulate strategic goals. Those who manage production must formulate strategic goals in advance in terms of efficiency, cost, quality, technology, etc. For example, reduce the cost to the lowest level in the industry and improve the quality to the international level. The goal will not be achieved for the time being. It is normal, as long as the direction is determined, it can be realized step by step. This is the case for production, shipment, and sales. You are in charge of different positions, but you all need to formulate strategic goals and break them down into small goals. "

"The second is to build a team. To put it more elegantly, it is team building. Appoint suitable talents, build management teams, sales teams, and production teams...If the team is not well built, no matter how brilliant the strategy is, it will be a castle in the air."

"The last thing is to lead the team. This is to do things. What is the style of the leader, what is the style of his team. No matter what the style is, I only have one requirement: to be able to do things!"

"If you can do the above three points well, you will be able to become a qualified leader. The key is for you to experience it slowly."

Chen Zhuo carefully wrote down the nine words "determine strategy, set up a team, and lead a team". He found that it was all nonsense, but after thinking about it carefully, he summed up the essence of being a leader. This can not only be placed in the enterprise, even if you go to work in a government agency, it is also a golden rule.

Song Weiyang stood up suddenly and said: "I am the biggest leader of Xifeng Company, so I will set a strategy for everyone today. First of all, it is the creation of corporate culture. A team without ideas is not a qualified team. A company without culture, It’s not a good company either. Send out the brochures!”

The staff acted immediately and distributed a pamphlet to everyone.

"Let's talk about Xifeng's core goal first." Song Weiyang raised a finger, "That is to be the number one! We are now producing canned food and iced tea, and we must be the number one in the industry for these two products. Next Next, we must be number one in the beverage industry, number one in China, and number one in the world. No matter what we do, we must do our best, and even if we can’t achieve it, we must work hard in this direction!"

"Let's talk about the spirit of enterprise again, sixteen words: dedication to serve the country, integrity for the people, meritocracy, entrepreneurship and innovation! You have to dare to eat yourself! There is also meritocracy, those who are capable will go up, those who are not capable will go down, just talk about credit regardless of hard work, and resolutely put an end to nepotism! Entrepreneurship and innovation, let’s talk about entrepreneurship first, I am starting a business, and you are also To start a business, I hope that everyone will regard Xifeng as their own business. You have contributed, and Xifeng will never be stingy in return! As for innovation, it refers to innovation in many aspects. Innovation in technology, product innovation, and sales must be innovative. In addition, everyone's ideas and concepts must be innovated, and the times and mass consumption concepts have changed, and you are still stuck in the past."

"Finally, let's talk about the corporate philosophy, eight words: management-oriented, channel success! In the next ten years, or even twenty years, these eight words will be the foundation of Xifeng's development and growth. I will gradually optimize the management system and rules and regulations. All People must act according to the rules, and once they violate it, we will never tolerate it. There are still channels, we will gradually reduce them to the city and county level, and finally eliminate the agents!"

"Papa papa!" Yang Xin took the lead in applauding.

What Song Weiyang said was programmatic. As for the actual operation, Yang Xin was responsible for it.

"Corporate culture construction is not a matter of a day or two," Song Weiyang asked the staff to distribute a pamphlet, "Let's talk about brand strategy today. Does anyone know what brand strategy is?"

No answer.

Chen Zhuo pricked up his ears to listen, it was the first time he heard this word.

Song Weiyang said: "Three years ago, Ogilvy Group, one of the world's largest communication companies, established a joint venture with China's largest advertising company, 'Shenghai Ogilvy & Mather'. Image development and publicity, and brand strategy planning. Its US head office has many customers, such as Ford, Kodak, IBM, Shell... These international big companies are all Ogilvy's customers. But I am not going to cooperate with Ogilvy, why? Because Internationally, Ogilvy is an expert, but in China, Ogilvy is blind, whoever believes in it is an idiot!"

"Ha ha ha ha!"

There was a burst of laughter in the conference room.

Many communication companies, including Ogilvy & Mather, and many so-called experts and scholars have been bad-mouthing Wahaha since the late 1990s. Because Wahaha's brand strategy is not in line with their philosophy, they say every year that Wahaha will be doomed if it continues like this, but Wahaha's brand is getting bigger and bigger amidst the bad news.

Song Weiyang said: "As early as the 1950s, an advertiser in the United States created the USP theory, which was to seize the unique selling points of the product and spread it, so as to establish its own unique personality brand. This theory has been abandoned by American entrepreneurs. Because the international competition is too fierce and the homogeneity of products is too serious, a unique selling point cannot attract customers. Then Americans created image theories, such as Colonel KFC, Uncle McDonald’s, and Marlboro cigarettes linking themselves with cowboys. It is a product of brand image theory. What do you think of brand image theory?"

Chen Tao smiled and said, "I think it's amazing. When I think of fast food, my first reaction is Colonel KFC."

Song Weiyang said with a smile: "The theory of brand image has been abandoned by Americans, and now only a few super-large brands are still using it."

"Abandoned?" Not only Chen Tao was surprised, but others also found it inconceivable.

Such two powerful brand theories have long been abandoned by American entrepreneurs. How big is the gap between China and the United States!

Song Weiyang said: "The current internationally popular brand theory is positioning theory, which follows one center and two basic points. That is, brand building is the center, and competition orientation and consumers' minds are the basic points. They do product positioning, and this product does not It doesn’t need to be a product, it may be a service, it may be a feeling, it may be a feeling. Using this kind of product positioning, it also induces consumers and makes the brand have a special position in the minds of consumers. Pepsi is doing something fierce now , its positioning is only two words: young! Whatever idol young people like, Pepsi will invite it to be an endorsement and advertise, so that a concept of 'young people should drink Pepsi' is deeply rooted in the hearts of the people."

These words seemed to open the door to a new world for everyone, and they suddenly realized: it turns out that this brand can still be done!

"However," Song Weiyang said, "we can't blindly imitate the Yankees! Now Ogilvy & Mather is formulating brand strategies for Chinese companies based on the positioning theory. China's consumer market is still in a semi-empty state, and we only need the USP theory of the United States in the 1950s to develop and grow."

"Of course, we can't abandon the advanced things of the Yankees. Therefore, in terms of Xifeng's brand strategy, my request is to adopt a multi-pronged approach."

"First of all, we must have brand positioning. What is this positioning? It is a patriot! We have taken the first step. Next, we will play the patriotic card to make Xifeng the pride of a national brand. The main theme of the Xifeng trademark The color is red, which just shows Chinese characteristics, and we want to make a splash in the beverage industry!"

"This is a major premise. After this premise, we should do brand extension. It is to use the Xifeng brand to drive new brands, launch new products, and then promote the new brand through USP theory or image theory. Each sub-brand, Differentiation must be carried out according to different situations. The main brand strategy of Xifeng remains unchanged, and the strategy of sub-brands must be different from time to time, constantly seeking innovation and change. The implementation of the brand strategy must also be built together with the corporate culture. Today, let’s talk about Xifeng The specific implementation plan of the Fengzhu brand strategy..."

Chapter 159/734
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Rebirth of the Wild AgeCh.159/734 [21.66%]