Chen Zhuo was invited into the large conference room, he came early, it was empty, and the staff had not started to make tea.

After waiting for several minutes, someone finally came, and Chen Zhuo immediately stepped forward to shake hands: "Hello, my name is Chen Zhuo, a salesman in the Northeast Region." ”

"Hello, hello, my name is Zheng Xuehong. "Lao Zheng has a big belly, and his figure is fatter than before.

"It turned out to be Mr. Zheng, it's rude!" Chen Zhuo was quite excited. He saw Zheng Xuehong sitting at the leadership table yesterday, and now he finally got on the number, this is one of the legendary "Three Musketeers of the Company"!

Zheng Xuehong patted Chen Zhuo's shoulder: "Come on, young man, I've heard of you, you're doing a good job in the Northeast!"

Chen Zhuo said modestly: "I have only made a small achievement, and I will work harder in the future." ”

Zheng Xuehong said: "Today is the chairman of the board of directors personally lectured, you have to listen carefully, his lecture is not ordinary people can hear." ”

Chen Zhuo hurriedly said, "I will definitely study carefully." ”

Zheng Xuehong found his seat, took out a newspaper and read it, and didn't talk to Chen Zhuo again.

Chen Zhuo stayed in the room, as long as someone came in, he would inevitably shake hands and greet him, and it didn't take long to leave a deep impression on the people who were meeting today.

More than 20 conference rooms have come one after another, most of them are senior executives of the company, and there are also some outstanding middle-level cadres like Chen Zhuo. There are too many people, Chen Zhuo is embarrassed to get close to each other, too much, too eye-catching, it will only make people think that he loves to drill camp.

Song Weiyang came in wearing a down jacket, and the others were all suits and leather shoes, which instantly stood out from the crowd.

"Welcome to the chairman to give a lecture to everyone!" Yang Xin took the lead in clapping.

In a burst of crackling sounds, Song Weiyang raised his hand and said, "Don't shoot, I don't have such a big official frame, everyone is casual." ”

Chen Zhuo sat in the back position, took out a pen and notebook, and prepared to record the content of today's speech.

Song Weiyang didn't talk nonsense, and went straight to the point: "I don't care about the actual work of the company, General Manager Yang Xin is fully responsible for this part, and today I only talk about the general direction of the company's development." You are all leaders, how do you want to be a qualified leader? I can sum it up in nine words: set a strategy, build a team, and lead a team!"

"First of all, we must formulate strategic goals, and those who manage production must formulate strategic goals in advance in terms of efficiency, cost, quality, technology, etc. For example, the cost is reduced to the lowest in the industry, and the quality is improved to the international level. It's normal to not reach the goal temporarily, as long as you determine the direction, you can achieve it step by step. This is true for production, so for import, and for sales. You have different roles, but you all need to set strategic goals and break them down into smaller goals. ”

"The second is to build a team. To put it mildly, it is team building. Appoint appropriate talents, build management team, sales team, production team...... If the team is not built well, no matter how wonderful the strategy is, it is still a castle in the air. ”

"The last is to lead the team. This is the way to do things, what style the leader is, what kind of style his team will present. No matter what the style, I only have one requirement: to be able to do things!"

"If you can do the above three things, you can become a qualified leader, and the key is that you slowly explore and experience it yourself. ”

Chen Zhuo carefully wrote down the nine words of "setting a strategy, building a team, and leading a team", and he found that it was all nonsense, but after thinking about it carefully, he summarized the essence of being a leader. This can not only be placed in enterprises, even if you go to the government to do things, it is also a golden rule.

Song Weiyang suddenly got up and said: "I am the biggest leader of Xifeng Company, so I will set a strategy for you today." The first is the creation of corporate culture, a team without ideas, not a qualified team. An enterprise without culture is not a good enterprise. Send the brochure out!"

The staff sprang into action and handed out a booklet to everyone.

"Let's talk about Xifeng's core goal first," Song Weiyang raised a finger, "that is, to be the first! We are now producing canned food and iced tea, and we must be the first in the industry of these two products." Next, it is necessary to be the first in the beverage industry, the first in China, and the first in the world. No matter what we do, we have to do our best, and even if we can't achieve it, we must work hard in this direction!"

"Let's talk about the spirit of enterprise, 16 words: dedication to the country, honesty for the people, meritocracy, entrepreneurship and innovation! Dedication to serve the country is very well understood, honesty for the people is what? can not make fake and shoddy products, we produce things, first of all, we must dare to eat! There is also a meritocracy, the capable will go up, the incapable will go down, only on the merits regardless of hard work, resolutely put an end to nepotism! Entrepreneurship and innovation, first say entrepreneurship, I am starting a business, you are also starting a business, I hope everyone will take Xifeng as their own career. You have to pay, Xifeng will not be stingy in return! As for innovation, it refers to innovation in many aspects. Technology must be innovated, products must be innovated, sales must be innovated, and we cannot stand still. Also, everyone's ideology should also be innovative, other times and mass consumption concepts have changed, and you are still stuck in the past. ”

In the next ten years, or even twenty years, these eight words are the foundation of Xifeng's development and growth. I will slowly optimize the management system and rules and regulations, and everyone must act according to the rules, and once they are violated, they will not be tolerated. There are also channels, we have to slowly narrow down to the city and county level, and eventually eliminate the agents!"

"Bang Bang Bang!" Yang Xin took the lead in applauding.

What Song Weiyang said was programmatic, and as for the actual operation, Yang Xin needs to be responsible.

"The construction of corporate culture is not a matter of one or two days," Song Weiyang asked the staff to distribute a booklet, "Let's talk about brand strategy today." Does anyone know what a brand strategy is?"

No one answered.

Chen Zhuo pricked up his ears to listen, it was the first time he had heard this word.

"Three years ago, Ogilvy & Mather, one of the world's largest communications companies, established a joint venture with China's largest advertising company, 'Shenghai Ogilvy'. This company is not only responsible for advertising, but also responsible for the development and promotion of the company's image, and brand strategic planning. It has many customers in the United States, Ford, Kodak, IBM, Shell...... These international companies are Ogilvy customers. But I'm not going to work with Ogilvy and Mather, why? Because in the international arena Ogilvy is an expert, but in China, Ogilvy is just blind, who believes in it and who is stupid!"

"Hahahaha!"

There was a burst of laughter in the conference room.

Many communication companies, including Ogilvy & Mather, as well as many so-called experts and scholars, have been singing about Wahaha since the late 90s. Because Wahaha's brand strategy does not conform to their philosophy, they say every year that Wahaha will definitely be finished if it continues like this, but as a result, Wahaha's brand is getting bigger and bigger in this kind of singing and declining.

Song Weiyang said: "As early as the 50s, an advertiser in the United States created the USP theory, which is to seize the unique selling point of the product and spread it, so as to establish its own unique personality brand. This theory has been abandoned by American entrepreneurs, because international competition is too fierce, commodity homogenization is too serious, and a unique selling point cannot attract customers. Then the Americans created image theories, such as KFC Colonel, Ronald McDonald, and Marlboro cigarettes associated themselves with cowboys, which are all products of brand image theory. What do you think of the brand image theory?"

Chen Tao smiled: "I think it's very powerful, when I think of fast food, my first reaction is Colonel KFC." ”

Song Weiyang said with a smile: "The brand image theory has been abandoned by the Americans, and now only a few super-large brands are still in use." ”

"Abandoned?" Not only Chen Tao was surprised, but others also felt incredible.

Such a powerful two brand theories have long been abandoned by American entrepreneurs, how big is the gap between China and the United States!

Song Weiyang said: "The internationally popular brand theory is the positioning theory, which follows one center and two basic points. That is, to build a brand as the center, with competition orientation and consumer mentality as the basic point. They do product positioning, this product does not need to be a commodity, it may be a service, it may be a feeling, it may be a feeling. With the positioning of this product, it also induces consumers and gives the brand a special position in the minds of consumers. Pepsi is now fierce, and its positioning is only two words: Young! What idol young people like, Pepsi will invite Pepsi to make endorsements and advertisements, so that a concept of 'young people should drink Pepsi' is deeply rooted in the hearts of the people. ”

These words seemed to open the door to a new world for everyone, and they suddenly realized: it turns out that they can still do this brand!

"However," Song Weiyang said, "we can't blindly learn from the Yankees! Ogilvy & Mather is now formulating brand strategies for Chinese enterprises, which is carried out in accordance with the positioning theory, and it is a matter of bells and whistles, and it is purely a mess of playing the piano." China is not the United States, China's consumer market is still in a semi-blank state, and we only need the USP theory of the United States in the 50s to develop and grow. ”

"Of course, we can't discard what the Yankees are advanced. Therefore, in terms of Xifeng's brand strategy, my requirement is to take a multi-pronged approach. ”

"First of all, we need to have a brand positioning. What is this positioning? We are patriots! We have taken the first step. Next, we will play the patriotic card and make Xifeng the pride of the national brand. The main color of Xifeng's trademark is red, which just highlights Chinese characteristics, and we want to be a touch of red in the beverage industry!"

"This is a big premise, and after this premise, we should do brand extension. It is to drive new brands with the Xifeng brand, launch new products, and then promote the new brand through USP theory or image theory. Each sub-brand must be alienated according to different situations, and the main brand strategy of Xifeng remains unchanged, and the sub-brand strategy must be different from time to time, constantly seeking innovation and change. The implementation of the brand strategy should also be built together with the corporate culture, and today I will first talk about the specific implementation plan of the main brand strategy of Xifeng......"