Beijing, Jiade Auction Company.

Chen Dongsheng, who had just finished the company's annual meeting and started his annual leave, was holding a newspaper in the living room at home and reading it with relish.

His wife, Rouen, poked her head out of the kitchen and said, "Dongsheng, can you help me with that stool?" (Note (1))

Chen Dongsheng didn't even bother his eyes, waved his hand indiscriminately, and muttered: "Looking at the marketing of Feilong Company, it is actually a kind of advertising idea that goes deep into the bone marrow, just like the extensive agricultural cultivation of farmers in the northeast; the territory of the three eastern provinces is vast and the black soil is fertile, so the farmers will always broadcast a thin harvest when ploughing, instead of pursuing intensive cultivation like the farmers in the south. The current health care products market is just like the fertile land of the three eastern provinces. The consumer group is wide and the consumer consciousness is immature, and the whole market is still in a relatively short atmosphere. It is not surprising that Feilong, which does not pay attention to scientific advertising and blindly uses momentum to drive purchase enthusiasm, has achieved its effect in the early stage...... Well, this point of view is simple and exquisite!"

"Alas, I said!" Seeing that her husband ignored her stubble, Rouen wiped his hands with his apron, walked to the living room, and tore down Chen Dongsheng's newspaper, "What are you babbling about?

Seeing that his wife was angry, Chen Dongsheng came back to his senses, smiled apologetically, and pointed to the newspaper: "This Li Xian is too capable, and he is too bold! Feilong is now the No. 1 seller in China's health care products market, and he has just entered the industry, so he directly topped with others!"

"Li Xian?" Lu Ang frowned, and after a while, he remembered, "Oh! is that the old brother you said before that you took out all the mahogany furniture in the house to help you support the field when the company first opened?"

Chen Dongsheng smiled, "That's right, it's him." This kid, I used to think that he had a lively brain and a talent for business. But if you look at the article he wrote, it is reasonable and well-founded, and his interpretation of the health care product market and competing companies is quite profound!"

Rouen and Chen Dongsheng were classmates, and they both studied under Dong Furen, who is known as the "master of economics". In the business field, we do not leave it alone.

Picking up the newspaper and reading the contents on it, Rouen nodded deeply, "Well, if you think about it, the Wyvern's mode is really like this." Although this person is young, he sees the problem quite thoroughly. I said Dongsheng, but this Li Xian did this, it looks like he is going to fight, people have helped you, Xinbei doesn't look like a flying dragon, and when the time comes, you can't bear it, you have to help say a few words. ”

Chen Dongsheng nodded, carefully thought about a few operations of this guy after getting to know Li Xian, and smiled.

"Hey, are you really helping your relatives or not? But I see that this kid has a lot of eyes, and after a few previous contacts, I found that this guy has always done things with a strong sense of purpose, and he is not as reckless as a young man in his twenties. So it's a loss...... Let's see, who will suffer. ”

Capital.

Giant Inc.

Shi Yuzhu in the conference room was listening to Wang Weijun, the manager of the newly established health care products division, reading the news about Feilong and New Taipei.

"This kind of bombardment of advertising is often surprisingly effective at the point of entry into the market. However, in the subsequent market expansion, it will inevitably suffer from two challenges: First, the continuous advertising bombardment will inevitably cause the decline of consumer attention. Mild cases can cause reading fatigue and numbness, while severe cases may cause disgust and disgust.

The second is the influx of imitators, and the collective similar information fighting in the limited publicity channels will inevitably cancel each other out of the advertising effect, and eventually cause an industry-wide phenomenon of sales without advertising.

According to Feilong's public profit and advertising investment data, in 91 years, Feilong invested 1.2 million in advertising and 4 million in profit, with a ratio of 1:3.3 in advertising investment and profit. In 92 years, 10 million were invested in advertising, and the profit was 60 million, and the advertising profit ratio was 1:6. However, in the past 93 years, more than 100 million yuan has been invested in advertising, but the profit is worth 200 million, and the advertising profit ratio has been reduced to less than 1:2.

This shows that the market weakness caused by advertising bombardment has begun to appear......"

"Well analyzed!"

Before Wang Weijun finished reading, Shi Yuzhu slapped the table vigorously.

"I've thought about the situation of the Wyvern before. I always feel that there is something wrong with Feilong's company, but I always miss the point. This Li Xian is amazing! I can eat the competitors so thoroughly, and in this competition between Feilong and New Taipei, I am a little optimistic about the weak side of New Taipei!"

In the embarrassed gaze of a group of subordinates, Shi Yuzhu waved his hand, "Send this newspaper to all the managers of the health care products department, and let them mainly study." In our marketing in the future, advertising must be the main means of publicity, but we must also avoid the problem of excessive advertising like Feilong!"

"Okay, Mr. Shi. ”

In the conference room, a group of people nodded yes.

Recalling the tone of the newspaper again, Shi Yuzhu's eyes flashed with excitement.

"Interesting, in the health care products industry, it's not all mud legs!"

......

The sleeper carriage of the 7540 train from Beijing to Shenyang.

Jiang Wei, general manager of Feilong Company, and Wang Feng, assistant of Feilong Company, who had been stranded in the capital for more than half a month before returning, were enduring the turbid air mixed with the smell of stinky feet on the train.

Although Feilong's profit last year has exceeded 100 million, as a local enterprise, the general manager's salary is far less than that of the CEO of a private company.

Pinching his nose, Wang Feng slept in the middle bunk all night before waking up groggily. He looked at his watch and got up with a flutter. Looking down, I saw Jiang Wei in the lower bunk frowning. Holding a newspaper in his hand, he was silent.

"Mr. Jiang, you're almost there, aren't you? What are you looking at?"

Wang Feng was a bone and got off the bunk.

With the smell of oily hair, when he sat next to Jiang Wei, the smile on his face froze.

The general manager of his own house was pale-faced at this time.

The hands of the newspaper were trembling.

It can be seen that he is already angry to the extreme.

"Jiang, Mr. Jiang...... What's going on?"

Jiang Wei did not respond.

Wang Feng was suspicious and set his eyes on the newspaper.

After reading the above content, my eyes widened instantly!

"When the company is in an unconventional stage of development, all crises will be masked by performance growth. But when the enterprise enters a period of continuous stability, all the drawbacks and contradictions will break out in a concentrated manner. I thought that what Feilong did in Shen Yang was only due to the government's protection policy for local enterprises, but it wasn't until a few days ago that the Northern Youth Daily interviewed a middle-level manager of Feilong Company, and I knew that the source of this malicious competition was actually caused by ironic infighting. The specific reason turned out to be that the manager of the Northeast Region wanted to place his relatives in the Longjiang Provincial Branch, deliberately used public opinion to cause dissatisfaction among Longjiang consumers with the Feilong brand, and artificially reduced the sales performance of Longjiang Province in a short period of time...... How ridiculous! How sad! How can such an enterprise be justified for a long time?"

Reading the words in the newspaper, Wang Feng hurriedly said: "This New Taipei Group, he is too much! He actually slandered our Feilong like this! Mr. Jiang, don't take it to heart, I will tell the legal department when I turn around, and I will definitely clean up this New Taipei!"

In the midst of Wang Feng's swearing, Jiang Wei put down the newspaper in his hand.

"Young people, it is reasonable not to know the height of the sky...... But the child can't get used to it, so he brought my bag. ”

"Mr. Jiang, what are you going to do?"

"Write an article!"

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