"Actually, not only in the Dragon Country, but all over the world, most entrepreneurs don't know where they are," Cui Ning said:

In addition to the success of entrepreneurs just said is too accidental, there is also the position, most entrepreneurs are high, what they see and hear is praise, are compliments, especially successful entrepreneurs, because they were too successful before, so they regard all their experience as the truth, take the accident as inevitable, and attribute all the previous successes to their greatness.

Or they think that they are omnipotent, and once the environment and competition change, they often lose their direction, and they don't know what to do, or where they should go.

We can see that those managers and factory directors in the 80s, as well as the brands they created, have basically withdrawn from the historical stage, companies like Hailan and Ideal, in addition to the entrepreneur Chairman Yu and Liu Dong's own knowledge structure and management experience, the important thing is the development and expansion of the industry, as well as seizing the opportunities of the times.

But there are also some problems, but before entering the sea, huge ships have been built, many companies enter the sea, and they still hold the sampan, just like Ona, which is destined to capsize, and the people on board are always full of danger, but some companies enter the sea when the wind is calm, and once the wind rises, we all know what the ending is.

Also, entrepreneurs are basically not all-rounders, but they think that the success of the company is because of their own ability, and only they can make the company better and better, including forgetting the big waves and the truth of heroes, so they often say nothing, including authoritarianism.

Whether it is the cultivation of talents or the company's system, it is in the initial stage of development. Once faced with the fierce competitive environment and the invasion of capital, they will rush or stupew the Great Wall by themselves. I have studied enterprises for more than ten years, and I have participated in some activities and contacted a lot of entrepreneurs, many of whom died because they did not have a good think tank.

There is also the development and growth of enterprises, entrepreneurs are actually very open-minded, many entrepreneurs have Liu Bei's mind, knowing that it is impossible to make the enterprise bigger and bigger, and they have obvious shortcomings, but often can not find Zhuge Liang, just Zhang Fei as Zhuge Liang, can win battles, and even many times very useful, but if it is really a long-term war, or the war is extremely complex and arduous, Zhang Fei can only be Cao Cao's appetizers, so many enterprises are also dying of lack of talent and powerlessness.

Therefore, the problem that Director Huaxia Hua said and Manager Zhang Dahai just now is not a problem in our industry, maybe the companies you have served before have relatively specific projects, or the bidding documents explain the problem very clearly, or the purpose of advertising is to solicit business, which is not important."

Cui Ning confidently continued to elaborate his views:

"It should be easy to understand that the purpose of Ona is to revitalize several of its products, and to continue the concept of the plant school in the plant shampoo and hair care market.

As for the means and funds, we must not be careless, and we must carry out scientific planning according to the media environment, competitors, and some investments in the past two years.

However, I remind you that no matter what kind of enterprises and industries you are facing, there is no such thing as more money, the better, and the so-called more money is only one of the 100 necessary conditions, and many entrepreneurs do not see the other 99 necessary conditions, so they have an illusion.

This is the same as people, everyone wants to have money, but no one in a family or a dynasty in the past 5,000 years dares to say that the more money, the better, including the wars in history, it is not necessarily the most abundant money will be victorious, suitable and best.

Then the person who leads the troops to fight must be really far-sighted, intelligent, and good at using all resources to fight. The key is to really give billions or tens of billions of dollars to a person or a company, and it may not necessarily become a good asset, and even crush them and kill them."

"Mr. Cui, do you mean integrated marketing starting with products? Do you have to take into account that media placement is so detailed?" asked Huaxia.

"To be exact, integrated marketing, although I also think this concept is very vulgar, but not only to start with the product, is to tell Mr. Huang where he is now? It also answers the question you just raised, that is, to scientifically analyze the success and failure experience of Ona, and give Mr. Huang a basic answer from the perspective of consulting.

Then there is the question of how to do it, which is what you said about the second revolution from the product, and I mean that one product is enough, which is a plant-based shampoo and hair care product. To put it more colloquially, it is the repositioning of plant-based products, new packaging, and then a new market."

"Mr. Cui, but we chatted privately, and everyone thinks that the old product is almost dead, it is better to keep a concept, and it will be better to make new products" Zhang Dahai said quickly.

"Oh, the old product is almost dead, that is to say, in terms of fashion and attitude, as well as market recognition, it is far behind the products of Jiebao, and there is not much sense of existence, does this mean?"

"yes, that's probably what it means"

"I have to say, what you said is very reasonable" Cui Ning groaned slightly:

"It's a fact that you're almost dead, it's also a fact that you don't have a sense of existence, and it's a fact that you're powerless to fight back in the face of competition, but ...... It is also a fact that it has gained a high sense of recognition from consumers, and it is also a fact that we must actively face the facts and analyze the laws by respecting the facts.

And Jiebao is also desperately looking for a partner in our dragon country, and even wants to acquire Ona is also a fact, but Mr. Huang is not an entrepreneur who easily admits defeat, he believes and hopes that his brand has the ability to compete with Jiebao.

When we think about and sort out the facts from several different angles, we must face a more cruel truth, that is, the success of the advertising film of Ona is in fact a concept, a Hong Kong Island superstar, because Jiebai has always ignored this market, and it is also the success of the times.

At that time, Jiebao didn't think that he would have an opponent in the Dragon Kingdom, but the current Jiebao is not in a state of readiness a few years ago, so this project must also take into account a fundamental problem, that is, in the face of Jiebao, we must make use of our strengths and avoid weaknesses, and we must concentrate superior forces to fight the enemy.

Our strength is all-natural, plant-based shampoo, the traditional Chinese herbal culture of the Dragon Kingdom, but how to tell the story is the key.

The reason why I think that we want to use new packaging for old products is actually the same as what you mean by launching new products, and the concept of launching new products is nothing more than plant shampooing, or making some changes in the text, is that what you mean?"

"Well, about the same," Hua Xia replied.

"Hahaha, don't be about the same, yes or no, no" Cui Ning slightly accentuated his tone, "We must not only consider and face reality, but also summarize the law, this is the attitude of a professional company."

The most important reason for the failure of Ona is the poor channel strength of large stores, the poor persuasiveness of terminals and promotions, the poor packaging and fashion of products, and the lack of good response when Jiebao launches low-priced products, and loses most of the fashion of low-cost shampoo and hair care.

Especially the recent college graduates, once again become loyal users of Jiebao. In the high-end market, due to multiple factors such as brand power, price and packaging, it cannot compete with Jiebao's high-end products, and the price is about 20 yuan in the main market.

In particular, Paiting put forward the concept of rich vitamins, nutritional repair, and hair health, which is supported by experimental data from many foreign institutions and a series of brand stories, which can be said to have carried out a vertical blow to the so-called nourishment and repair of plants, so that the advantages of plants are completely gone, which is a very sad thing, not only the sorrow of consumers, but also the sorrow of our domestic brands.

There is also a competing brand is also an international giant United Ewha Blossom, their brand Xia Zhilian last year, is also a long-lasting dandruff, healthy hair, long-lasting strength, natural nourishment such a concept, but more fashionable, advertising vision is also more impactful, and although Ona uses Hong Kong Island superstar, but the design, brand tools and channels lack this international style and fashion sense, so it can be regarded as abandoned by the times.

Therefore, today we have to think clearly about the laws and facts, and of course, we must study the competitors clearly."

Cui Ning said as he looked at the dozen bottles of shampoo on the conference table and said:

"If you want to become an industry expert in a few days, it is absolutely self-defeating and impossible, so outside of the project, I put forward a basic requirement, that is, everyone in the company should develop the habit of studying the industry"

"A lot of people say, I must be researching the industry, working, thinking, and writing every day, isn't that enough?

"As a professional, including the future to become a teacher of the enterprise and an expert in the industry, my requirements are to take notes, do thinking and research, and sort out their own ideas, and then record them and write them into professional articles, I have been writing professional articles for several years, so many companies call me a teacher, and then I am also a brand expert in the industry.

Everyone here must become the opinion leader of the industry within two years, and become a real brand expert within three years, and the basic ability to listen, speak, read and write is the same, the key is to have their own works, which is my basic requirement for the company's copywriting planning, understand?"

"Got it"

"It's good to understand, enterprises can train professional managers, and our cultural media companies can also train brand marketing experts, which is my expectation for everyone and the company's senior management.

So let's continue to talk about Ona, where is the opportunity of Ona? Where are the weaknesses of Jiebao? Including if consumers choose Ona, must the plant faction be the core competitiveness? What else can we dig out from the core concept of the plant faction? Including our channel costs and strategies, how should we deal with the deep pockets of Jiebao?"