Chapter 1037: Advertising
Peter didn't arrive in New York long before Lina, only two or three hours early, and then stayed at the airport waiting for his daughter to get off the plane.
Liu Yan was injured in an accident and spent much longer in the United States than she expected. The same is true for Peter, who was originally scheduled to spend about 10 days on a business trip to the United States. His work schedule starts with understanding the sales of Cats'Garden in the United States, and then assists American dealers to put dolls on the shelves in several states and cities with a large market share. After completing his work, he will return to New Zealand to report on his work, and the company's headquarters will hold this year's semi-annual meeting.
Now, doll containers from China have been placed in ports, and the unloading work is stagnant, not because there are no manpower, no warehouses, and not because American agents have a negative attitude to work, and they are eager to start working on doll marketing programs right away.
Rather, Peter did not agree to unload.
He had a huge disagreement with the American agents. In fact, on the day he came to visit Liu Yan in the hospital, Liu Yan's instinct to guess that his work was not going well was correct.
Cats'Garden's American agent, Wongee, is Peter's long-time partner, and the relationship between the two has been stable for 30 years, and Peter trusts his boss Wongee.
As a result, he found that Cats'Garden's market share in the U.S. market has fallen by 3 percentage points since April this year, which is unusual. Admittedly, their brand's market share in the U.S. market is close to solidifying, and it is difficult to increase by 1 percentage point, but it is also not easy to fall by 1 percentage point, and their customers are very loyal.
What causes the decline in landslides?
Peter never figured out why, and Wongee showed him the good side, even after he went to Ontario, Los Angeles, where Wongee was headquartered, he didn't find out what the problem was.
It wasn't until Liu Yan was injured that he met Yu Zhan's teacher, Professor Stephen, in the hospital, and after the two left the hospital, they had another meal together.
As mentioned earlier, Wongee also has its own factory to produce all kinds of canned pet food, which is labeled with its own brand "Wongee". In January this year, a batch of canned Wongee pets used spoiled beef, causing serious quality problems, causing hundreds of pets to vomit and diarrhea, and some even life-threatening.
After the situation became very serious, Wongee reluctantly recalled the problematic cans, although they were also giving corresponding compensation to those pet owners one after another, but the brand reputation damage was irreparable.
This was the cause of the incident, and it had not affected the sales of Cats'Garden at this time.
Seeing that his own brand products were boycotted and unsalable, the boss Wongee was anxious. Being an agent must not be as profitable as selling its own products, and most of it is siphoned off by Cats'Garden headquarters. In recent years, he has gradually shifted his focus to his own brand – another objective reason why Cats'Garden's sales in the United States have stagnated.
As a result, after several years of painstaking operation, they returned to the pre-liberation period overnight, and a series of compensation made their company's finances tight, and the brand they had built up with great difficulty also stinked.
Wongee was not reconciled, he came up with a bad idea, he paid an advertising agency to recreate the advertising for Wongee cans, emphasizing that their cans were fresh beef from New Zealand farms and that Cats'Garden was a factory.
This is of course a false advertisement, Wongee wanted to rub the Cats'Garden brand awareness, but it backfired, after this advertisement was broadcast, the sales of Wongee's canned food not only did not recover, but also affected the reputation of Cats'Garden, it made consumers think that the previous spoiled beef was also related to New Zealand farms, and naturally did not want to buy Cats'Garden products, and its sales declined at a visible rate.
Fearing that Cats'Garden would find out what they had done, Wongee quickly withdrew the ad, but the bad impression was already ingrained in the minds of consumers. They cost Cats'Garden a lot of loyal customers.
Professor Stephen asked Peter if Wongee's cans were really the same raw material as Cats'Garden.
Peter said no, in no uncertain terms.
At Peter's age and height, few things can drastically affect his mood, Liu Chengyu's incident is once, this incident is the second time, he is about to explode!
No wonder Wongee is so active in introducing doll marketing, calling him every once in a while to urge him, all kinds of begging him, it turns out that he is not optimistic about the broad market prospects that dolls can bring, nor does he want to learn the successful sales model in China and Australia, but wants to use this model to make up for the mistakes they have made before!
Just as the batch of dolls shipped from the Luo Youyou factory was about to arrive at the port of Long Beach in the United States, Peter immediately contacted the American freight company that received the goods, and only unloaded the goods, not delivered them.
Seeing that the matter was revealed, Wongee had to have a showdown with Peter, apologized and admitted his mistake, and promised that they would compensate for the damage he had caused to Cats'Garden.
Peter asked him, "What guarantees do you take, what compensation do you take?"
Wongee's accounts are in a worrisome situation, and to make matters worse, they have yet to pay the hundreds of millions of dollars for the last batch of Cats'Garden pet food, let alone the dolls. Luo Youyou trusted Peter and Liu Yan and voluntarily took the risk of not receiving the money.
Peter was so disappointed with Wongee that he didn't want to work with such a dishonest company anymore, and he told the other leaders of the headquarters about the situation in the United States and his decision, and they all agreed to change agents.
For these things, Peter hasn't had a good rest these days. On the one hand, Wongee did not give up the big tree of Cats'Garden, and begged Peter for nothing, saying good things, and hard ones if they didn't work, saying that if their company declared bankruptcy, then the payment for pet food and dolls would be wasted, and if they were allowed to run it well and bring the company back to life, everything would return to normal.
On the other hand, how to find another agent in a short period of time?
This is not an easy thing to do, Peter decided to sign a contract with Liu Yan, and inspected her and her mother for a whole year.
Peter took care of all these troubles by himself, and did not tell Lina, nor did he tell Liu Yan and Yu Zhan. He stood in an inconspicuous corner today, watched the whole performance carefully, enjoyed his daughter's dance, and Liu Yan's performance, and he was proud of the two excellent girls.
No matter how bad the troubles at work are, they can't outweigh the happiness at this time. Hearing Jason call himself, he walked into the audience with a smile, and Jason also smiled and pointed to Peter and introduced to the others, "Look, he is Lina's father, Peter." If you have pets, you know the brand Cats'Garden, and he is the vice president of this company. ”
Lina agreed to help Jason dance, and she didn't talk about getting paid from start to finish, she was just doing it for love.
Jason thinks that he should settle accounts and talk about money hurts feelings, so he will help their family advertise.