In the first few years when Procter & Gamble entered our country, the sales of Pechoin were still very considerable.

Procter & Gamble's Olay series was not Pechoin's opponent for a time.

With the transformation of the market, Olay has gradually gained a foothold in China, while Pechoin's sales have declined.

This kind of trade-off brand advantage transformation is staged every day in the business world.

Procter & Gamble is still a little afraid of Pechoin, seeing that this former competitor is dying, Procter & Gamble wants to come over and give it a boost, either completely killing it, or buying it over, and then slowly playing to death.

Such a good brand, if it falls into the hands of others, maybe it will sit up in shock from a dying illness and become a fierce rival of Procter & Gamble.

Yang Fei sat in the reception room and whispered to Ning Xin.

Outside, there was the sound of the door opening and the words of farewell.

Yang Fei knew that Procter & Gamble's people had left.

Ning Xin said in a low voice, "Do you want to say hello to Procter & Gamble?"

Yang Fei shook his head lightly, he didn't want to be too high-profile.

The price war between him and Procter & Gamble has been going on for months!

Yang Fei used to like to watch martial arts, and many of them would describe such a picture: two masters with deep internal strength, competing for internal strength, once they are stuck, there is no possibility of unilateral retreat, and whoever retreats will die!

Now Yang Fei and Procter & Gamble are in such a stalemate.

But with the grievances and hatred between Yang Fei and Procter & Gamble, no matter who it is, they will not easily retreat.

Yang Fei fought a defensive war, and although the profit was lower, he still had money to make.

Coupled with the reduction of advertising expenses this year, the price tug-of-war has been brought down, and there is not much loss to the beauty group.

Also, the two tigers competed, attracting many people who eat melons.

There are more onlookers, and there will be more and more people cheering.

The Beauty Group is equivalent to doing a long-term promotion.

In fact, Yang Fei's slogan is the fifth anniversary of the beautiful group, thanksgiving feedback, price reduction and big rewards.

Low cost, small profits but quick turnover, such a price war, Yang Fei can fight for a year!

But Procter & Gamble couldn't hold out for that long.

High advertising costs, various costs are higher than the beauty group, and the profits are distributed to dealers at all levels, many products are making money at a loss, and Procter & Gamble has been overwhelmed.

At the same time, the lawsuit between Yang Fei and Procter & Gamble in the United States has been concluded.

The result is this, Procter & Gamble sued Sean for violating the rules, but there was no evidence, the prosecutor thought that Sean left Procter & Gamble, the procedures were normal, and Procter & Gamble's inhumane management methods were also accused by the American melon-eating masses.

Procter & Gamble's accusations are not closed.

Yang Fei sued Procter & Gamble for unilateral breach of contract, but the evidence was conclusive and there was an agreement as evidence.

Prosecutors ruled that Procter & Gamble lost the lawsuit, compensated Beauty Group $500 million in damages, and bore all the costs of the lawsuit.

This protracted judicial contest took months, and Yang Fei used a strong team of lawyers and Martin's influence among blacks to put pressure on the local judiciary to force the United States to make this fair verdict.

The Chinese company and the American company fought a lawsuit, and they actually won it!

This is rare in American history.

The Americans, who have always been proud of their cheats and refusal to admit their accounts, actually lost to a Chinese company?

This lawsuit has created two extremes.

First, Yang Fei's beautiful group products continue to sell well, coupled with the hot sales of Yang Fei's two new books, which detonated a "Yang Fei fever", and the products of the beautiful group have won the love of the majority of American people.

The Americans, who didn't know about the beauty group, paid attention to this lawsuit.

The popularity of Beauty Group in the United States has reached an unprecedented height.

Procter & Gamble lost not only the lawsuit, but also word of mouth, as well as reputation!

As we all know, a company, devoting its whole life, must also establish three degrees of brand: popularity, reputation, and loyalty.

These three are the components of brand power.

Popularity is relatively easy to establish, as long as the advertising is in place, the popularity is still easy to open.

But reputation and loyalty are more difficult to establish.

If a brand is only well-known, but does not have a wide reputation, it is tantamount to notoriety!

Only when popularity and reputation match, can consumer loyalty be formed.

As the saying goes, Procter & Gamble originally wanted to use a lawsuit to defeat the beauty group, but it turned out to be Yang Fei!

The footsteps outside faded away.

After a while, a man and a woman walked into the reception room.

"Oh, Mr. Yang, I've heard of the name for a long time, I'm glad to meet, I'm glad to meet!" Mr. Pechoin walked in, smiled, shook hands with Yang Fei, and arranged for the secretary behind him, "Clean up the office." ”

Yang Fei didn't look sloppy, and said with a smile: "Boss, Procter & Gamble sent someone, do you want to buy your factory?"

"No, they just want to buy our brand. ”

"Oh, just buy brands, not factories?"

"Procter & Gamble wants to be beautiful! The brand is fragrant, and the factory is a burden! The brand value is low, and the factory industry price is high!"

Yang Fei said: "To be honest, I also heard that your factory is going to be restructured, so I came to ask about the situation." ”

The secretary came over and reported that the office was cleaned up.

"Mr. Yang, come, come to my office and talk. The boss made a gesture of please.

The secretary made tea and brought it over.

The boss waved his hand and asked the secretary to go out: "No one is allowed to come in without my orders." ”

"Okay, boss. The secretary agreed, and closed the door shut.

"Mr. Yang, I know your intentions, Meifang Factory and Bee Flower Factory have been acquired by you, these two factories are in your hands, and they are full of new vitality, especially the Bee Flower Factory, the original brand has also been retained, relying on your beauty group's own sales channels, sales are increasing day by day, and now the monthly sales are over 100 million, right?"

Yang Fei smiled: "Yes, I have always been optimistic about the brand of bee flower." However, I am more optimistic about your Pechoin brand. Here, in front of the CEO, I will say a big word, I want Pechoin to develop into a big brand with annual sales of 20 billion!"

"Annual sales of 20 billion?" the boss was stunned, and then said with a smile, "Mr. Yang, fortunately you said this, otherwise, I would really have to issue an order to expel customers! If someone else said this, I would scold him for being a madman and beat him out! However, if you say it, I will ask, why do you have such a big tone?"

Yang Fei said confidently: "With the quality and reputation of Pechoin, with the 70-year brand history of Pechoin, and with the sales channels of the Beauty Group all over the world!

The boss crossed his hands, supported his chin, and said with a shocked face: "The success of the beautiful group is obvious to all, and I have no doubt about your business ability." However, you want to build our Pechoin brand into a single brand with adult sales of 20 billion yuan? This is not easy! Do you know how much sales we have now?"

Yang Fei said: "Your current sales volume is negligible. ”

The boss shook his head and smiled bitterly: "You're right, it's really negligible! I don't know how a decades-old brand has fallen to this point!"

Yang Fei said: "You don't know, I know! Do you want to hear my opinion?"

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