"Boss, there's something going on at the American branch. Lao Yan got up and sat down on the side of the hospitality sofa.

"I already know. Yang Fei also poured him a cup of tea and made a gesture of please.

Lao Yan hurriedly got up, bent over, and then picked up the teacup.

"I was about to discuss this with you. Yang Fei said slowly, "Tell me first, what is your opinion?"

Lao Yan pondered, I also just received a phone call, only to know that there was a problem in the United States, how could the boss know before me? Could it be that he is in the United States, what else is there to be up to?

As soon as he thought of this, Lao Yan couldn't help but feel a little more in awe of Yang Fei.

Lao Yan said: "Americans look down on foreigners, this is a tradition, in the eyes of many people, all yellow-skinned people are Chinese, and their status is not as good as that of blacks." ”

Yang Fei waved his hand: "We don't discuss these, only talk about the sales of our company's products." ”

Lao Yan spread his hands and said helplessly: "The problem is that we can't get around these! Not only will we encounter these problems when we go to the United States for development, but enterprises from other countries will also encounter problems when they come to our side for development." This is a universal global problem, and there are differences in the culture and habits of each country and region!"

Yang Fei said: "I think there is a word that can solve this problem very well. ”

Lao Yan couldn't help but lean forward slightly: "Please ask the boss for advice." ”

Yang Fei said: "Localization!"

Lao Yan repeated: "Localization?"

Yang Fei said: "Yes, it is localization. You're right, all international expansion comes with all kinds of problems. In particular, this targeted discrimination. Therefore, we should try our best to dilute the concept of the country and the nation in the packaging and labeling of products. ”

Lao Yan nodded and said, "That makes sense." Procter & Gamble and Unilever's products have been well localized after entering the Chinese market. There are many products that you don't know if you don't deliberately understand them, and you don't even know that they are American companies. ”

Yang Fei said: "The country and the city, such a label, is a double-edged sword. When used well, it can play the role of the finishing touch. If you don't use it well, it will cause disgust. A perfume, if it comes from Paris, France, can be hyped up, because Paris has always been the capital of fashion, romance, and perfumery, and it will win the love of consumers with such a label.

He also said: "What if it's from Tokyo? Then you have to be cautious when labeling, because many people in my country are very sensitive to Japanese products, and as soon as you say it's Japanese products, and you use the spokesperson of the island country's celebrities, they will subconsciously boycott it, don't buy it themselves, and mobilize people around you not to buy this product." Many Japanese goods are not bad, on the contrary, their quality is very good, but because they are Japanese products, they cannot be sold in our country, and they can only be delisted. ”

Lao Yan said: "Americans' attitude towards our products is probably like this. ”

Yang Fei said: "We can't expect the market to make changes for us, and we don't have illusions about going against the whole market, this kind of thinking is completely unrealistic. What we have to do is to change ourselves. ”

Lao Yan smiled: "Indeed, it is always difficult to change others, and it is relatively easy to change yourself." ”

Yang Fei said: "That's the truth. Therefore, let's change ourselves! From packaging, naming, product promotion, and spokesperson, all of them are localized! Whichever country our products are sold to, we will realize the localization of that country, and let consumers dilute the regional concept of goods, so that they can subconsciously think that this is their country's product. ”

Lao Yan muttered: "Localization is easy to say, but difficult to do. ”

Yang Fei said: "Then take it step by step, first replace the spokesperson, and replace all of them with stars in the United States, and other countries will do the same." In terms of packaging, it is also necessary to make a major change to a packaging style that is more in line with the preferences and popularity of the locals. ”

Lao Yan said: "Okay, just change it." It should work. ”

Yang Fei said: "We have a factory in the United States, this is our advantage, our raw materials, production, sales, are all in the United States, not imports, nor exports to domestic sales, we must highlight these, to let Americans understand that our products are American goods!"

Lao Yan said: "If you want to change the trademark, don't you also change it? The white brand uses the word 'white', which is concise, generous and prominent, and completely localized." ”

Yang Fei said: "I'm afraid that the registration of trademarks will encounter problems. But it doesn't matter, if anyone owns the trademark, we will pay for it. Remember, buy the trademark before you move on to the next move. Otherwise, if others know that we have to buy it, they will sit on the ground and raise the price. ”

Lao Yan said: "Okay, boss." Our products don't have so many problems, but in the United States, we have received a lot of complaints, and I think there may be something famous about it. ”

Yang Fei said: "It's just a common trick of business warfare! Isn't it easy to find 100 people to complain? There is no problem? Then it is better to make something out of nothing! This kind of commercial warfare method is not only popular in our country, but also in foreign countries! Don't think that all foreigners are gentlemen!"

Lao Yan said: "I also suspect that someone maliciously reported it, so we welcome the supervision agency to come to check, and we can avoid these bad comments through formal means!"

Yang Fei said: "It can't be avoided." Rumors are fiercer than tigers, and we must pay attention to them. The three strains of oral liquid are our predecessors. Who would have imagined that the three strains that sold 8 billion yuan four years ago would now be reduced to mud? Just because of a rumor that the three strains of oral liquid had drunk to death, this giant company was crushed. ”

Lao Yan sighed and said: "The three plants are really wronged!"

Yang Fei said: "We can't follow in their footsteps, so public relations is very important. Once there are signs of bad public opinion, we must put an end to it and not allow it to turn into a catastrophe. ”

Lao Yan said: "The reason why the three trees fell, the well-known lawsuit is one thing, but more importantly, the three trees are very popular, and they are suspected of false propaganda, which is the root of its demise." What I admire most about Sanzhu Company is their management system, which is military management, and someone once commented that they can go to the battlefield if they are all together. ”

Yang Fei said: "The execution of the three employees is the best I have ever seen in the company! Militarized management, for enterprises, there is no such need, employees are only employees after all, they are not soldiers. Moreover, although the combat effectiveness of the army is strong, there is also a saying that the army is defeated like a mountain. On the battlefield, as long as the main flag falls, no matter how many soldiers there are, it will only be a plate of loose sand! Therefore, we do not need to learn from this model. ”

Lao Yan said: "The boss is high." ”

The two of them were discussing happily when an argument broke out outside the office.

The glass in the office is specially made so that you can't see the inside from the outside, but you can see the outside from the inside.

Yang Fei saw that there were several employees outside, arguing around Yi Dai, and a female employee, who reached out and pushed Yi Dai, and Yi Dai fell backwards and hit the desk.