The content of the outfield activities is very simple, there is no mess such as any program, that is, a leader speaks, enough, and then invite the customers on the scene to visit the infield.

The event ended with a complete success.

The merchants on the scene, under the leadership of the staff, entered the company on the fourth floor, and they were told that the afternoon was the order meeting and brand strategy conference.

After half an hour of visiting, I was taken to a nearby restaurant for dinner.

Fan Yang has already chartered the entire restaurant.

Between pushing the cup and changing the lamp, it also provides an opportunity for these merchants to know and communicate.

For a while, the business cards were handed non-stop.

At the end of the meal, the leaders and guests will be arranged to go back to the hotel to rest.

As a result, Deputy Director Zhou was the first to disagree and insisted on going to the venue to observe and learn.

Several Britons, as well as Kato Taira, also insisted on coming to the venue.

At 1:30 p.m., back to the company, the people of the exhibition company have already arranged the upstairs, and after debugging the audio, the first is the host to come on the stage and introduce the details of the canned food in Dingjun Mountain.

Originally, this kind of international conference should be equipped with simultaneous interpretation on site, but this is not the condition.

Only one Chinese interpreter is available.

The moderator speaks one sentence and translates one sentence.

"Regarding the release of the brand strategy and the pricing strategy that everyone present is most concerned about, I would like to invite Mr. Fan Yang, general manager of Ruitong Planning and Trading Company, to explain to you, and everyone applauds and welcomes. ”

Fan Yang shook his spirits, bowed deeply to everyone present, and took the host's microphone: "There are so many leaders and guests present, it makes me feel a little nervous." ”

There was a burst of laughter from the audience.

"First of all, I want to thank ......" said a lot of kind words.

Fan Yang went straight to the point: "Everyone present said that this customer is an experienced businessman, but I'm not ashamed to say it, and I want to discuss a question with everyone present, what is a businessman?"

threw out this topic, but Fan Yang didn't let anyone answer.

After a short pause, he attracted everyone's interest and said, "There is such a metaphor, if people in the world give me 1 yuan each, what will I do? There is no doubt that I will definitely become the richest man second to none, and the so-called businessman actually does such a thing, how to get everyone to give you a dollar, right?"

There was a round of applause from the audience.

"In the context of the modern commodity economy, production and marketing, is always the main theme of business activities, everyone is doing what they can, engaged in manufacturing manufacturers, not only need a lot of capital, manpower, material resources, but also to bear a high risk, the modern division of labor is more and more clear, so production and marketing are naturally separated, some people are specialized in production, there are people who are specialized in sales, do you agree with my opinion?"

There was another round of applause from the audience.

"Then I have every reason to believe that everyone here is interested in the sales of this link, but how to choose a good product? In the traditional consciousness, good quality and low price seem to be our only standard, but is this standard really correct?"

From this point of view, Fan Yang began to go around in circles.

took out the three consumption eras that fooled Takahashi Chengichi at the beginning, and talked about it again.

The Veblen effect of commodities, the more expensive the better, and the Giffen effect of commodities, the cheaper and more unsalable.

This is especially detailed.

A large number of quotations from famous economists and novel ideas have made everyone here shine.

It feels like there's dry goods.

Fan Yang followed the Veblen effect, the more expensive the better, giving an example.

"Why is it that in the third era of consumption, the more expensive it is, the easier it sells, the cheaper it is, but the more unsalable? How did it happen? Why is the traditional cheap and good quality subverted? Let me tell you a little story.

Nescafe.

Nestle, the brand, is already a household name, it is a Swiss group of companies.

Instant coffee was invented by this group.

He was able to quickly establish cross-border channels, and this product contributed a lot.

According to global statistics, every 1 second, 3,000 cups of Nescafe are consumed worldwide.

The mellow taste, low price, and convenient and fast way to drink are also in line with health standards.

This is undoubtedly an epoch-making product.

When it was first launched in 1938, it was well received by the market, and soon occupied the local market of Switzerland.

In the UK, France, Europe is also unimpeded.

Only landed in the U.S. market, but sales could not be increased.

Why is that?

Why would a product with high quality, low price, convenience, and unique taste be frustrated in sales?

Is it the wrong channel? Or do the people of the United States not have the habit of drinking coffee?

You must know that in European countries, the acceptance of instant coffee is very fast, because European countries have a strong office coffee culture.

But not everyone has the time to light an alcohol lamp, set up a siphon pot, and brew a pot of freshly ground coffee.

And these office people, who are extremely dependent on coffee, get up late one day, delay a little, and can't drink coffee, they will not be able to lift their spirits for half a day, and their work efficiency will be seriously reduced.

At this time, a cheap and delicious cup of instant coffee is the best choice.

But why can't the sales of the rice market increase anyway?

Various methods have been tried by the group, but to no avail.

Nestlé then set up a research team to survey more than 1,000 respondents, and finally found the crux of the problem.

It turned out that there was a problem with the Nescafe TV commercial.

The advertising slogan of Nescafe has always been a model for the marketing industry to learn, and there has always been only one sentence, and the advertising slogan at that time was: a cup of coffee for a minute.

Highlight the breakthrough of the product in the process, convenient and fast.

As a result, the results of the investigation are ironic.

The reason why most housewives are reluctant to buy this instant coffee is because of tradition.

The economy of the United States is relatively rich, women are at home with husbands and children, a cup of hot coffee every morning, is the responsibility of housewives, and after buying instant coffee, housewives are accused of being lazy and not virtuous enough.

And the second problem is that it's too cheap.

At that time, the people of the United States generally believed that this was an expired coffee bean, and the aged coffee beans were processed, which naturally labeled the instant coffee as inferior and cheap.

And what about the taste?

According to the survey, more than 80% of housewives and coffee users surveyed thought it tasted great.

Nestlé has also changed its marketing strategy with an attitude of experimentation.

In TV commercials, the process of brewing coffee is no longer emphasized, and what is presented in front of you is a cup of coffee with a wafting aroma, thick and silky.

The advertising slogan was changed to the one that has been quoted to this day: It tastes great.

And increase the sales price by 50%.

Sure enough, after identifying the crux of the problem, Nescafe no longer had resistance and quickly occupied the rice market.

Helping Nestlé become the world's largest food manufacturing company in the future.

This is what the marketing world is very famous for: the Nescafe crisis incident.

It has been included in major works and has been circulated as a classic marketing textbook.

But why is that?"

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