"Haha, it's a surprise attack. Sister Qingqing, your shop looks pretty good. Li Feng said, "Walking around the second floor, it is the most exquisite decoration of your Xuntong digital franchise store." ”

"Hehe, your little mouth is so sweet. It is true that a lot of money has been invested in decoration, and it can barely be recouped in a year. Zhou Qingqing said, "It's just that the brand value of our Paper Communication Digital is still low, the profit margin is limited, and compared with those big-name manufacturers, the gap is still very obvious, and even the profit margin of Jiahe Electronics is much higher than ours." ”

Li Feng walked around the store and looked at the price of the product: "The price is indeed relatively low, just to cater to the tastes of the student class." However, if consumers think that 'Paper Communication' is a bargain, it will not only fail to establish a good brand image, but also be resisted by the market if the price is raised in the future. ”

Many times, small profits and quick sales are the inertial thinking of merchants, but as a brand operation, this kind of thinking is very harmful.

The pricing range is an important symbol to distinguish the consumer group, and it is also an important benchmark for image brand association.

The "bargain" idea caused by the long-term low-price strategy will make consumers distrust the brand and affect the accumulation of the entire brand value.

Therefore, when operating a brand, on the premise of ensuring quality, increasing the pricing range of the product is an effective means of protecting one's own brand, which can not only increase the profit margin of a single product, but also enhance the brand's own value.

Of course, this is based on the premise that product quality is kept above the baseline, and it is impossible to talk about brand building regardless of product quality.

The reason why Li Feng has always emphasized quality first when building the "Happy Planet" brand is because only on the premise of ensuring quality can the pricing range of brand plush toys be maximized, protect their brand image, and not give people a bad association of "cheap goods and poor quality".

But if the quality is not guaranteed, no matter how well the brand image is managed, it will quickly collapse.

For Paper Communication Technology Company, the current product quality is in the position of the industry benchmark, but the brand recognition is lower than the industry benchmark, so there is still some room for operation in brand building.

Zhou Qingqing felt that Li Feng's words were very inspiring, and nodded: "You are very right, the shortcoming of Paper Communication Technology is brand building, and it has not found a foothold for its own brand. In the past few years, it has not formed a brand with its own characteristics. Therefore, over the years, relying on the low-price strategy to obtain a certain amount of sales, but there has never been a good reputation, and the positioning of the population is relatively low-end, resulting in a situation of low product profits. ”

"It seems that brand building is the top priority of your company in the future, and I think the model of a brand franchise store like yours is very good, and the effective deepening of users' impression of your brand through the brand franchise store is equivalent to a natural advertisement. Li Feng said, "So at present, to launch your brand, the method is actually very simple, that is, to open your brand franchise stores in various cities." It can be self-operated or franchised. Uniform decoration of all stores can effectively improve brand awareness. ”

Zhou Qingqing felt that Li Feng's plan was very effective, and instead of investing a lot of money in advertising, it was better to open his own brand franchise stores in various cities.

With the advent of the Internet era, brand building and marketing methods are becoming more and more diverse, and the traditional advertising model is often very inefficient due to the imprecise target of broadcasting.

Assuming that each city's brand franchise store needs to invest 1 million yuan, then only 30 million yuan is needed to open its own brand franchise store in various cities in East China.

However, if 30 million funds are used for advertising, the effect may not be ideal, and effective market feedback will not be obtained. Although this extensive promotion model can bring about an increase in popularity, the customer base that can be accurately targeted is very limited, and the advertising is time-sensitive, after a period of time, everyone will forget, and must continue to be placed to strengthen the effect.

For a group like Paper Communications, which only targets young people, especially those with low incomes, the input-output ratio will be very low.

Therefore, at this stage, it is the most economical and ordinary model to achieve effective improvement of its own brand recognition by building brand franchise stores in various cities, and at the same time build its own sales network.

Zhou Qingqing's thinking is very agile, and he has already felt that Li Feng's simple words contain a huge amount of information, and it may even change the future development strategy of the entire group company.

At present, Zhou Haichao is fifty-eight years old, and his age is already on the older side, especially in the ever-changing field of digital electronics, his thinking has become more and more unable to keep up with the latest development trends, and it is time to train successors.

He very much hopes that his eldest daughter Zhou Qingqing can take over the huge group of Xuntong Technology, so in the next few years, as a transition period of power, Zhou Qingqing will participate in the management of various affairs of the group.

Zhou Haichao formulated a five-year plan for Zhou Qingqing, that is, in the next five years, he will be fully familiar with the various businesses of the group, and then strive to officially take over the entire group in the fifth year and become the president of the group.

It's just very sad that the transition period of power at that time has become the period of the fall of Paper Communication Technology.

Because the company does not have a real leadership core, the senior management has a large difference of opinion on the future development direction of the company, and there are also some senior leaders who irresponsibly put forward their own development views just to brush up their personal presence.

After a period of loose management, Paper Communication Technology failed to seize the opportunity of transformation in the digital field, and lost many opportunities in vain, and as a result, it had completely declined before it lasted for five years, and it was reduced from a second-tier digital brand in China to someone else's OEM.

For Paper Communications, danger has already occurred, but they haven't noticed it yet.

For Li Feng, as an important manufacturer in the digital field, Paper Communication Technology is also a key chess piece for his future layout, and its value is very large.