In the winter of Beijincheng, the first heavy snow fell.

When Yang Fei came back, the heavy snow overwhelmed the capital, and the city was covered with platinum armor.

The most beautiful moment of the Forbidden City is when it is covered with heavy snow, and walking through it has a feeling of traveling back to a hundred years ago and returning to the Ming and Qing dynasties.

In a corner of the Forbidden City, there is a teahouse that is closed to the public.

It is said to be a teahouse, but in fact, it also serves wine and food.

In one of the large luxury boxes, a special table of guests sits.

They are from the Beauty Group and are the top management of the group.

Yang Fei set up the headquarters of the "Battle of Meibao" in this teahouse, and today it was not only for dinner, but also to discuss strategic policies.

Antique architecture, melodious guzheng music.

Looking out of the window, you can see the snow-capped Forbidden City.

Yang Fei sat in the center and said slowly: "In another week, it will be the moment when the beauty shampoo will land on the CCTV Biaowang advertisement, everyone, we dare not take it lightly." Procter & Gamble is eyeing you in the south, and Lilihua is poised to take off in the north! Our shampoo cannot win this war by relying solely on the hype of a standard king. ”

The boss's face is so dignified!

It was the first time that anyone who knew him had seen him like this.

No matter what happened before, even when the white laundry detergent was under siege, Yang Fei dealt with it calmly, and he had never been so nervous.

Although nervous, Yang Fei was still calm, and his flying handsome eyebrows and starry eyes gave people a kind of courage and fearlessness when fighting!

Wei Xinyuan, Zhu Zhongnan, Xie Guiyan, Jiang Wanxia, Su Tong and other group leaders were seated in the second place, and they were infected by the boss's emotions, and they also sat upright and listened to Yang Fei's speech attentively.

Zhu Zhongnan said: "Boss, Procter & Gamble has started a war." They first instructed channel dealers not to sell our products, and now they have released a price war. ”

Price war is a common means of business war, and it is also a must-use killer move!

Especially when the power disparity between the two sides is huge, the price war is the biggest killer feature.

When one side can't stand the pressure and can only retreat in an all-round way, the winner will be decided.

And such a price war often does not need to be fought for long, as little as a month, or as much as half a year, and the winner can be determined.

Compared with the beautiful daily chemical group and the Procter & Gamble Group, who is more powerful, this is something that can be seen at a glance, needless to say.

Procter & Gamble also knows where their advantages lie, so they dare to fight a price war.

Su Tong said: "We have conducted a number of research activities in various places, and it has basically been determined that Procter & Gamble is under the banner of New Year's promotion, and the shampoo products are all down-line, and the discount is two to five yuan per bottle of shampoo." ”

Wei Xinyuan muttered: "Obviously, they chose this time period to play a promotion, which is aimed at our beauty shampoo. Because our shampoo is about to be advertised by the king of superscripts. ”

Xie Guiyan said: "I estimate that this big promotion is just a test trick for them. If we follow up, they have a back-up. We must think of measures to deal with it. ”

Yang Fei said calmly: "Everyone, I can foresee that in the field of shampoo, the next battle between Beauty Group and Procter & Gamble will undoubtedly be a fierce, vivid, and exciting business war drama. The fierce offensive of the listing of Meisi shampoo will surely usher in the battle of Head & Shoulders. Whether they will respond calmly or violently? We don't know. ”

He paused slightly, and said slowly: "If we want to become a global daily chemical giant, Procter & Gamble and Unilever are our strongest opponents. I hope that they are not an unforgettable pain for us, but a driving force that inspires us to keep forging ahead. ”

Everyone listened to the sound of good spirits.

Yang Fei said: "Over the years, whether it is brand influence or market share, P&G has been in an advantageous position. Especially in the cake largest shampoo dandruff market, Procter & Gamble is in an advantageous position. Not to mention us, even Unilever, there is no strong brand that can compete with P&G's Head & Shoulders. ”

Everyone nodded heavily.

Yes, even an international giant like Unilever can't go head-to-head with Procter & Gamble!

So, why does the beauty group want to fight this battle with Procter & Gamble?

Yang Fei said: "This obvious asymmetrical situation is also stimulating the rise of other products! This brand carries the high hopes of our group to reshuffle in the shampoo market!"

Everyone straightened up.

Yang Fei said: "In the past two years, since the preparation of white laundry detergent, I have secretly organized more than 200 market surveys. ”

Everyone was amazed.

Because they didn't know that Yang Fei had actually prepared for a long time.

Even Wei Xinyuan, who has known Yang Fei for so long, only knows his ambitions in the laundry detergent industry, and does not know that he has been laying out the shampoo market from the beginning.

However, Yang Fei said that it was a secret investigation, and it was not unusual for them to know about it.

In this way, Yang Fei's glorious and great image of taking precautions is even more lofty.

Market research is often a necessary homework for international brands before going public, and they often determine the positioning of the brand through the research results.

Yang Fei smiled slightly, relieved the tense atmosphere, and said, "The results of the investigation made me discover a big secret that has not been revealed!

Everyone looked at each other, thinking how could this be guessed?

Yang Fei didn't sell it, and said directly: "The people who buy dandruff shampoo most frequently are not adults or middle-aged people. And certainly not the elderly. It's young people!"

Everyone was stunned.

Zhu Zhongnan said: "Boss, I remember that Procter & Gamble also did market research activities, and their research results showed that most of the users who need dandruff are adults, usually because dandruff affects their professional and personal image, resulting in purchase demand. ”

Yang Fei nodded and said, "Yes, but our investigation results are very different from theirs!"

Zhu Zhaonan said: "Based on the results of this survey, Head & Shoulders has been positioned in the adult consumer market since its listing. Since 88 years after Head & Shoulders entered the Chinese market, they have tirelessly preached, saying that dandruff is gone, and hair is more outstanding, suggesting that consumers can be better and more successful. This kind of positioning is obviously aimed at the adult population. What is the demand of the market?"

Yang Fei said: "I believe in our findings. Therefore, I decided that in this shampoo war between Beauty Group and Procter & Gamble, we will not attack in an all-out way, but only seize the dandruff shampoo to make a fuss!

If a weak company wants to fight with the strong, it can only concentrate superior forces and attack a certain stronghold.

Anti-dandruff shampoo is P&G's biggest position!

Yang Fei's choice to launch a general attack on this position also shows his strategy and ambition!