At four o'clock in the afternoon, the 001 conference room of Hailan Group.

It was originally a large-scale market event in the autumn of the company, and it was also the largest corporate show of the year, and there happened to be a high-end new product home appliance to be listed, and the group's planning department and related service companies already had a basic framework plan.

However, the marketing department and the brand department have just received the news that the chairman of the group will also participate in this meeting, so the specifications of the meeting have been improved in half an hour, the group's brand department, planning department, marketing department, marketing department, activity department, third-party advertising service company, exhibition company, including several relevant vice presidents of the group and other senior executives have collectively attended, and the large conference room of one or two hundred people is full.

However, Chairman Yu resolutely did not sit in the presiding position, but chose a corner not far from the presiding position and a good view to choose to observe.

The host of the meeting is Zhang Yang, the head of the marketing department of the main department in charge of the autumn event, Zhang Yang is also nearly 50 years old, and is one of the veterans who was together during the entrepreneurial period of Jinlong, and has been in this position since the establishment of the marketing department.

Even though many of the old people at his time have been promoted to vice president or have left the front line, because he is still active in thinking, his professional ability and management ability, including professional quality, are indeed average, and he leads the relevant work in this position.

But a lot of the actual work has been by a few deputy ministers and the following young people are specifically responsible, especially market research, program writing and activity coordination, Zhang Yang's only participation is to read documents, sign, occasionally put forward some opinions, or some successful methods and experience more than ten years ago, whether it is practical or not today, the following people can only obey, or as an alternative, to avoid unhappiness between cooperation.

Speaking of which, the autumn of the large-scale promotion program, a lot of specific content Zhang Yang did not understand, this time I heard that the chairman of the board of directors personally participated, in advance with half an hour through the subordinates to understand the general plan, hurriedly to participate in the meeting, in fact, several vice presidents and Zhang Yang, the specific information of the event does not know much, are because the chairman of the board of directors to participate in this meeting temporarily.

Therefore, the relevant departments of the brand department have prepared a thick notebook of information and records for everyone, and the chairman of the board of directors, including every vice president, is grinding guns, especially the vice president and several ministers, thinking that they must not show their cowardice in front of the chairman.

"Dear colleagues and leaders, we have always advocated not talking nonsense and focusing on efficiency, so we go straight to the topic.

The main topic of today's meeting is about the listing of Hailan high-end plasma TV and the start of the autumn and winter conference battle,We all know that the golden nine and silver ten,Coupled with the rumors that the domestic real estate market is going to be liberalized,The sales of household appliances in autumn and winter account for more than 7% of the entire year。

Of course, it is also related to the enthusiasm of dealers next year and the high-end of all products in the future, because the high-end products in the current market are all foreign countries, especially Ou Mei and Oriental occupiers, this time we test the water with plasma TV, including air conditioners, refrigerators, washing machines in the future, so the new product launch in autumn is very important.

Our plan has also gone through several rounds of meetings and discussions, and everyone has a printed version of the plan in their hands, so I will not read it from the script, I will only say the key points of the plan, and then welcome everyone to actively discuss it."

"This autumn plasma new product launch meeting and the autumn and winter conference are national actions, but focusing on the capital city of Longdu and Ludao City, the demand is to fully blossom, and we will cooperate with TV, newspapers and outdoor advertising, as well as diversify ground activities.

Let the news of the new product launch be conveyed to all large and medium-sized cities in the country, and the theme of this ground event and the autumn and winter conference battle is called "Sea Blue First Class Tour", which indicates our service upgrade, product upgrade and function upgrade.

The relevant main visual and materials have been completed in electronic version, as long as the leader signs, you can enter the production cycle, the production cycle takes half a month, and the logistics to the country also takes about ten days, including the training materials of the national branch at the same time.

That is to say, as long as we have about a month, all the preparations can be ready, and now there are about two months before the eleventh long holiday, and the time is still relatively abundant. The specific department heads and personnel division of labor are implemented by each department, and it is necessary to ensure that the implementation work is done one month before the event, especially the personnel of the department, who must be proficient in the functional concepts and marketing terms of new products.

For the event itself, the main activities carried out by Rendezvous and Green Island are the First Class Experience Sales Month, the establishment of a first-class event venue, and a cinema-style screening center, so that the participating citizens can enjoy our plasma TV as if they were entering a movie theater.

And we will print a visit ticket similar to a movie ticket, with which you can enter our first-class theater, and our visit ticket can be scratched, the amount is from 99-999 yuan, which can be used at the same value when buying new products, which is equivalent to a coupon.

The main responsible department of this event is still our marketing department, with the cooperation of the planning department and the brand department and the activity department, and the third-party cooperative company as the support for the event and publicity, and then the media publicity of the event must reach more than 200, and the TV and newspapers of each provincial media must have enough brand and activity information, especially Longdu and Green Island, to achieve comprehensive coverage of sea, land and air information.

In particular, our winning weapons for many years, the sun umbrella and the cultural shirt, have been very popular with merchants, and this time we have also redesigned the cultural shirt according to the event to ensure the enthusiasm and enthusiasm of the ground activities.

As well as the media effect brought by onlookers, as well as the earliest domestic brand to launch high-end plasma TV, we arranged in-depth interviews with the media, and asked to conduct an exclusive interview with the chairman of the board of directors in the name of national TV station or arrange a TV special in the name of national television.

In line with the theme of our new century, we hold high the "national industrial banner", become a world-class brand, completely break the monopoly of Ou Mei and Oriental brands in high-end products, and realize the upgrading of technology and marketing.

Then according to the dealer's delivery volume to increase marketing feedback, so that our first round of marketing got a huge start, our preliminary estimate is to win about 10% of the market share in the high-end market, with five years to completely break the one-sided situation of international brands. This is the group's vision, so we have to fight the first battle well for the company's goals.

I won't say much about the specific details, but I would like to invite the heads of various departments and key participants to speak, especially the implementation of design activities, and if there is anything that needs the support of the group, we will fully cooperate.

Yu Dong is also here, and before the meeting, Yu Dong repeatedly told me that everyone in the middle and senior management must talk about their views on the project, not just with their ears, but also brainstorming, which is also the fine tradition of our group."

Zhang Yang introduced the project in one breath, and secretly breathed a sigh of relief in his heart, thanks to his eloquence that he had practiced for many years, as well as the preparation for grinding the gun, it seems that he will have to participate in more specific projects in the future, otherwise he will really be eliminated by the ever-changing market.

Turning his head to Yu Dong to indicate that he was finished speaking, and motioning for Yu Dong to say a few words, Yu Jinlong nodded

"The brand department, the planning department, the activity department, including our third-party service company, I also saw the leader of the Ludao branch, Mr. Li, everyone talked about their views, especially the young deputy ministers of several departments, I know that you are responsible for some specific plans and implementation, and your thinking is more open, you must speak, okay, who will start first?"

A young man in two positions next to Zhang Yang stood up, "Yu Dong, hello leaders and colleagues, my name is Wang Wenxuan, graduated from Jinghua University, I am the deputy director of the marketing department, and the direct leader is Zhang Yang Zhang of the marketing department.

Personally, I think,After all, it's a test of high-end products,The discount can be greater,For example, with the old TV trade-in,And the company's old users for more than 10 years of high discounts, etc.,There is also a variety of colors for cultural shirts。

It has been white for ten years, and I think the main color of our corporate culture is blue, and we can make a batch of blue cultural shirts, including couples' cultural shirts, which can be tried.

In addition, in addition to sun umbrellas, you can also make a batch of personal umbrellas, and the form of gifts is more diverse, so that the number of participants in the on-site event will be more and the atmosphere of the event will be better."

With the opening of the show, the following discussion is enthusiastic, nothing more than the details of the event, as well as promotional items, how the media will report it, and so on.

Looking at the on-site discussion on the theme of the event, the content form itself has no different opinions, Zhang Yang breathed a sigh of relief, the next step is the division of labor, production and training work, these jobs are familiar to the marketing department, there is no difficulty.

Yu Jinlong listened to it for more than half an hour, in fact, he was a little disappreciative or anxious, similar plans and activities were done ten years ago, but the scale of the activities was different, the intensity of promotion was different, or the fees given by the group were somewhat different.

As for innovation, it can be said that it is lackluster, but if you want to talk about how to innovate, you have been dealing with the government and the capital market, and you are not a creative talent.

Although the media held himself high, but he knew very well that the times made heroes, in the era when he was the director of the factory, the planned economy changed to a market economy, not only did he succeed, but also made clothing, beverages, milk, motorcycles, real estate, as long as the first batch of enterprises to go to the sea or reform were also successful.

However, more than ten years have passed, there are a number of early successful enterprises have been acquired by foreign capital or have declined, and household appliance enterprises need technology and talents, but also need scientific management, they have paid attention to management earlier, and with the support of the state, the introduction of the world's most advanced technology and production lines, so it has become a model for domestic enterprises.

However, under the prestige, if the enterprise is still at this level of strategy and plan, it is not what they want at all, and compared with the play of the southern household appliance enterprises in the past two years, their own enterprises have lagged far behind in terms of brand and activity form.

Even if these empirical methods are outdated, even if everyone knows that innovation should be made, it is based on conservatism, based on past success, and even more so because of the company's reputation???

Advertising constantly, no matter what activities are naturally influential, the biggest contribution of the marketing department is to fight for promotion policies for various departments, and they and several vice presidents sign the most advertising and promotion funds every year, so Zhang Yang has such a ability to really average the leader has been sitting firmly in this position, which is really a helpless and sad reality.