A product is unsalable, but it can't defeat Li Xian. He doesn't have such a glass heart, but he just thinks that the BGM of a cut plum has a unique charm.

The one in the office, even if it's a drama spirit.

However, it is obvious that Zhu Feng, who does not know the stalk, was frightened, and after finding Lao Zhu to "stabilize" Li Xian's mood, he immediately convened a meeting of the salesmen in the factory to make a return visit.

Seeing that Mount Everest looked like a great enemy, Li Xian stopped it, picked up the phone in person, and called several regional agents who usually sell well.

The first one to hit was the agent in the Beilin area.

The phone was very fast, and when Li Xian asked the boss what he thought of Bangye hardcover, the other party was a stomach full of bitter water;

"Manager Li, in fact, we also want to sell this wine well, the same is to sell wine, Bangye white paperback now we earn three cents a bottle, but hardcover we can earn four yuan for every bottle sold, of course we want to get this product out of volume. But no one buys it!"

Hearing what the agent said, Li Xian couldn't help but ask the reason. The first thing that came to his mind was the question of price and advertising.

In 93, the market economy had just opened. A large number of commodities are piled up for the market, accustomed to the purchase of tickets in the era of planned economy, and it can be said that most of the consumer groups are in a state of confusion.

At this time, whoever can occupy the exposure, who can occupy the customer's awareness, and who can occupy the market's eyeballs, who is the king.

Later economists called this special period of alternation the era of marketing, which means that in this era, the essential quality of goods plays a far lower role in the market than the role brought by marketing.

Throughout the development process of Chinese enterprises, almost all enterprises that rose in the early 90s are inseparable from the word marketing.

The most famous is Lenovo, and Liu Chuanzhi is a senior representative of the "market school" in what economists later called. When Lenovo reached a bottleneck period, one of the founders of Lenovo, Ni Zhongnan, who was the chief engineer of the group at the time, tried his best to develop chip technology, but Liu Chuanzhi believed that investing in technology would consume a lot of resources of the group and the results were unknown, so it was better to vigorously dig into the market.

So Ni Zhongnan's technical chip plan ran aground, and later Liu took advantage of the foreign brand to enter the Chinese market in a big way, and the wave of Chinese entrepreneurs struggled to resist, persuaded government procurement to consider Lenovo first, and greatly reduced the cost of product marketing and advertising means, so that the group's business has achieved crazy development, and in one fell swoop laid the position of the industry leader.

Later, this company, which once thoroughly marketed national feelings, became an American conscience enterprise.

That's a lot.

However, when it comes to marketing, in the 90s, whether it was the home appliance industry or other manufacturing industries, 90% of the companies that survived and became bigger were adhering to the principle of trade first, manufacturing second, and technology last.

It's not that they don't want to make progress, but in the context of the times, only vigorous marketing can survive – and perhaps live well.

Through the previous verifications, Li Xian has deeply understood this truth.

So when something goes wrong with his product, the first thing he thinks of is whether there is a problem with the marketing method.

But the answer given by the dealer surprised him: "Manager Li, I don't think it's the problem of advertising. Our liquor has been advertised on the provincial station and radio station, and the popularity of Bangye liquor plain is not low now, and not to mention these things, our distributors themselves are also actively publicizing. That's not a low intensity. ”

"What's going on?"

Knowing this, Li Xian was really confused.

The dealer on the other end of the phone was silent for a moment before saying something. Coincidentally, this matter is also the feedback he received from the strange and hardcover Bangye who could not sell in vain, went to the market below.

The feedback was from a tobacco and alcohol store, and the waiter at that store said that the reason why the wine could not be sold was because it could not go up or down.

If customers buy wine for gifts, they will generally choose Moutai to take it out to save face. If you drink it at home, Bangye liquor paperback can already satisfy customers, so the market demand for hardcover is not large.

"Manager Li, I'm just talking about this casually, if you ask, don't take it to heart. ”

After saying this, Li Xian, who heard it on the phone, was silent, and the agent was afraid of offending people, so he hurriedly made a statement.

Li Xian came back to his senses and said thank you: "Boss Han, I have to go to my heart." This is telling the truth! This matter of hardcover is that we have made a mistake. In this way, you have stopped the activities for hardcover, and tomorrow, I will tell the salesman to go down and take back all your inventory there first. ”

In the office, hearing his decision, Lao Zhu and Zhu Feng were taken aback: "Xianzi, what's the matter with the wine being taken back?

After a few polite words with the agent on the other side of the phone, Li Xian bent down and put away the reports scattered on the ground one by one, sorted them out, and then sat on the chair.

looked at the old Zhu father and son who kept inquiring, and smiled slightly: "No." Gotta do it. If our winery wants to become bigger and stronger, high-end wine must be made. But we can't do it like this, we think too low of ourselves. ”

"Too low?"

Lao Zhu scratched the back of his head, "A bottle of twenty-five is still low, so what is high? ”

Li Xian couldn't help him, and he didn't prepare a bar, so he waved his hand to let the father and son get busy. He himself casually pulled through the two reports and began to write and draw behind the reports.

If you want to do it well, do it best.

……

It wasn't until after eleven o'clock that Li Xian came out of the office, and at this time he already had an extra draft in his hand.

Seeing Lao Zhu, who happened to lock the door and get off work, Li Xian walked up and asked him to go home and talk to Yang Shuzhen, and go to the house in a while, and discuss something.

Li Xian is now better at talking to Lao Zhu's house than his own son Zhu Feng, and when he had lunch at noon, Yang Shuzhen arrived at the house.

"Xianzi, what are you looking for your aunt?"

During this period of time, the man and the second daughter were busy working in the winery, and Yang Shuzhen took care of the housework at home. When I came, I was wearing an apron, and I looked like I had just finished cooking at noon.

Li Xian put down his chopsticks and called her to the table, "Auntie, you haven't thrown away that black pottery skill yet, have you?"

"Then how can you throw it?" Yang Shuzhen is a particularly traditional woman, her family came from the eastern part of the country, and the rules are big, and men don't eat at the table.

At this time, sitting next to Li Xian, he owed half a buttocks, and the dishes and chopsticks on the table did not move: "They are all handed down from the ancestors, and they can't be thrown away." ”

Li Xian nodded, "That's good." Auntie, I want to make a high-end liquor for our distillery, but considering that the heritage of our distillery is not enough, I want to start with the packaging and appearance. But thinking about it, using porcelain bottles, glass bottles or clay bottles can't show the grade. I thought, can you make some contribution to the craftsmanship of your black pottery?"

Hearing this request, Yang Shujuan sighed unexpectedly: "This, this black pottery can work?"

Li Xian actually knows.

In Yang Shujuan's later years, after sending away Lao Zhu, who had been paralyzed for more than ten years, and the condition of her children also improved slightly, she picked up the black pottery for a while.

However, at that time, Yang Shujuan was no longer to make money to supplement the family, but simply liked this thing as a pastime for a lonely old age.

But it is precisely this mentality that makes those finished products are all exquisite.

What Bang Yebai lacks now is not taste, but in fact, it is not a good appearance from a certain point of view. It's an inexplicable ...... Let's call it forced for the time being.

Taking Moutai as an example, the reason why this brand can sell well in the high-end liquor market throughout China is not that its taste can make everyone think of it as a fairy wine. The reason why it can become popular is that the reputation of national liquor stands for a large part.

After all, Premier Zhou has personally praised it, and this is political culture.

Besides, the current famous wine upstart Confucius House is not very good. As an imperial capital liquor with only more than 40 degrees, it is a slag compared to the mellow of Bangye Xiaoyao.

However, its marketing has done well, and it has been set as a cultural height "Confucius" and represents the concept of "home" in the previous year of the Chinese people.

Combined with the advertisement on CCTV, this potential positioning has made it the first choice for high-end family banquets or family and friend gatherings.

If Bangye wants to be high-end, it must also have such a cultural connotation that can be called the core selling point. But what culture can be fried in this poor rural area of Bangye?

The history of sake making is also thin.

Therefore, Li Xian can only think about the black pottery, which has been inherited for thousands of years, and has not received much attention either now or in the future.

Yang Shuzhen was very happy to hear that her ancestral craft was favored by Li Xian. Immediately, he went home to get the embryo mud and demonstrated the making method of black pottery to Li Xian through the tile kiln at the back of the house.

Li Xian hurriedly pulled her down, "Auntie, I don't need to know. You can teach this craft to the ceramics factory. ”

Hearing this, Yang Shuzhen was embarrassed.

"What's the matter, auntie, can't you spread the word?" Li Xian asked suspiciously.

"No, no, it's going to be lost, and there's nothing that can't be passed on. Yang Shuzhen shook her head, "But the black pottery thing is exquisite, and the production line of the ceramic factory is afraid that it can't be done......"

Li Xian doesn't believe this, what can't be moved to the production line?

Immediately, he called Gui Changfa over and asked Yang Shuzhen to demonstrate the beating of embryo clay and plastic firing.

When Kei Changfa and a few technicians looked at the whole process, they grinned.

"Boss Li, you look up to our ceramic factory too much. This black pottery, don't say that we can't make it out, you just take the capital, it's afraid it also has to be handmade. The craft is so fucking complicated!"

Hearing this, Li Xian was stunned.

Damn, is it possible, Lao Tzu still has to have the entire manual production line?