Phoenix Cola's executives naturally have no opinion on Cui Ning's company, because Phoenix Cola is essentially a public welfare project, a huge experimental product, and undertakes a more difficult task, rather than the so-called century-old brand planning.

But even so, Cui Ning still has a lot of work to do for this brand, but it is definitely not an addition, last year's 100 million advertising, this year's 200 million, although this advertising fee is actually to place thousands of employees, but it must also be used in an orderly manner, and not extravagant and wasteful.

The creativity of Qingning Company seems to be clever, but for Cui Ning, it is really a joke, and it is the most typical one who does not know how to pretend to understand, and misunderstands that the essence of creativity is communication, effective communication, not simply resource superposition.

It's like a middle school student fighting, you have two people, I'll find five people to beat you, but I don't know that these two people are super thugs, and they are black belts who have been tempered thousands of times.

And even if you call 30 black belt students to come over, and I call the class teacher and the principal, these 30 people will also scatter, this is the strategy, the solution to the problem.

In fact, during the Spring Festival, Cui Ning went to the supermarket, went to the wholesale market, and visited the dealers more than once to see the promotions of Coku Cola and Everything, as well as the sales of Phoenix Cola, including feedback from promoters and consumers.

While Phoenix Cola has a large number of advertisements, Cui Ning knows that the biggest problem with this product is the number of channels, as well as the enthusiasm of dealers, to stimulate the enthusiasm of dealers, better rebate policies, and to make some articles for dealers, this is what Phoenix Cola should think about in the new year.

As for the plan written by Wang Hongchao and others, such as market analysis, competition analysis or something, it must be useful, as for the new advertisement, dragon boat competition or something, it is purely Cui Ning's plan to exercise the ability of employees to control it, and it is just a big hole buried for Qingning Company.

Cui Ning is ready to start directly with dealers, stimulate dealers to buy, and then cooperate with advertising, so that Phoenix Cola carried out another round of hot sales, after all, this product was unveiled in 1998, has completed hundreds of millions of sales, of course, tens of millions of funds have been set up to build apartments for Tianfu Cola and other acquired company employees, and then pay pensions on a monthly basis.

However, this is far from enough, in order to truly achieve the purpose of sniping Coke Cola, Phoenix Coke has to go to the next city, Cui Ning set this city in the Dragon Country Sugar and Wine Fair, because this sugar and wine fair happened to be held in Sichuan Province, and the important production plant of Phoenix Coke is also in Sichuan Province, which can not only get the support of the local government, but also create topics with the right time and place.

The National Sugar and Liquor Fair (hereinafter referred to as the "Sugar and Liquor Fair") is a large-scale national commodity fair sponsored by Longguo Sugar and Liquor Group Company.

The Sugar & Wine Fair is held twice a year in spring and autumn. In 1955, the first trade fair was held. Because of its large scale and remarkable effect, the sugar and wine fair is known as "the first meeting in the world" by the industry.

Cui Ning chose the sugar and wine party for many reasons:

The sugar and wine fair can be called the first conference in the country, with many exhibitors, many marketing personnel, and large transaction volume;

High time utilization, sugar and wine will be known as 10 days, but the actual order transaction time is only 5 days, who can dominate in such a short time, *, who can compete for customers, improve the order volume;

The advertising investment of various enterprises is very large, and in order to achieve good publicity and promotion results, it must be unique and extraordinary in planning creativity.

The Sugar and Wine Fair is not a grand event for ordinary consumers, but for millions of dealers across the country, especially the distributors of alcoholic beverages, all regard the Sugar and Wine Fair as a "holy meeting", where you can find the best products, discover the biggest business opportunities, and make peers and friends all over the country.

The sugar and wine fair has a large scale, a large flow of people, and many enterprises, so if you want to do it, you have to make a big move, which is what Cui Ning and Wan Xinglong have planned during the Spring Festival.

But how to do it, Cui Ning still held a small meeting, which was attended by Wan Xinglong, Huaxia, Allen, Wang Ruolan, Su Ruoqing and others.

"Why does Phoenix Cola keep emphasizing dragons instead of phoenixes?" In fact, Su Ruoqing and Wang Ruolan both had this question.

"Huaxia will answer this question," Cui Ning said.

"I'm not necessarily right, but I've thought about it," Hua Xia said.

"I think the name Phoenix Cola, which originally meant Phoenix Nirvana, represents that the Coke brand of the Dragon Kingdom will not disappear, but is destined to rise, so Mr. Cui took this name, not just a brand name, but part of a big plan.

And why is the dragon culture everywhere, this is because we use the dragon to represent the national brand, and use the spirit of the dragon to reflect the spirit of the brand, especially the spokesperson, also chose Chen Long, Chen Long is not only a kung fu superstar, but also represents the most traditional martial arts and kung fu of the dragon country, this kind of kung fu is actually unique to our nation, so with the dragon as the medium, in fact, everywhere is the spirit of the dragon country, the culture of the dragon country, and the brand of the dragon country.

There is another reason, I don't know if it's right, I think the spirit of the dragon, and the name of the phoenix, itself is also a combination of yin and yang, representing the brand's avenue of nature, will surely achieve extraordinary marketing achievements. ”

Wan Xinglong also smiled and said:

"I have a dragon in my name, and I think that the combination of dragon and drink has the feeling of a dragon returning to the sea from the meaning, and it is destined to have an extraordinary performance.

However, I also like to assume that if the phoenix element is used, Westerners may not understand what it means, and Mr. Cui's purpose is obvious, that is, to make Coke Coke and Everything Coke understand that this is the brand of Dragon Country, and it is for them, and I don't want it to be so complicated to understand."

"In this way, in fact, this product has a very important mission, and I also think that it is more suitable to use a dragon than a phoenix," Su Ruoqing said:

"However, since it is an oriental culture, in fact, it can also appropriately add a little other oriental cultural elements, in addition to dragons, dragon boats, lions, gongs and drums, dragon country red, etc., since we must face the two music, we must make momentum."

Cui Ning nodded:

"Coku Cola is a mature brand, and the dealer system is very mature, so it is impossible for them to attract investment, and county-level distributors are not the focus of the sugar and wine fair, so we have this opportunity.

Of course, there is also good news, that is, Sichuan Province has given us land to expand the factory, this time we are really the home field, with the advantage of the home field, everyone can play to their heart's content.

The principle is shock, influence, communication, sound, vision, topic, no one is missing, we will be the best protagonist of the sugar and wine party this time. ”

"Then let's directly invite Mr. Chen Long to the sugar and wine party," Wang Ruolan said.

"There is no such expense, and there are too many companies endorsed by Chen Long, which is easy to be taken advantage of by others," Cui Ning said, "It is still necessary to start from the concept and then implement it into action." ”

"Then build a dragon boat and drive it to the sugar and wine fair, after all, we have resources and factories there, and the cost of a dragon boat is not much," Hua Xia said.

"It's a good idea, but if you want to do it, you can make it big, preferably the kind that sets a record" Wan Xinglong said, "It's like the feeling of a temple and a Great Hall, the only feeling in front of you is sacred, that is, you need to look up, that is, you feel shocked."

"That's no problem, when the time comes, find the best craftsmen and masters, just listen to their opinions" Cui Ning said, "If you have a dragon boat, then invite the dragon boat and some traditional festive performances to the sugar and wine party, including the gongs and drums that Manager Su said, if you want to invite the best Ansai waist drum, and if you want to dance, please invite the best Lingnan lion dance, the main thing is that the sound and vision are shocking."

In addition to dealers, we should also give the local people a real national performance, gather people, and after coming to the scene, we will have time to see our information and products, and taste our products. ”

"By the way, Mr. Cui, I remember you told us about a double-blind experiment, which is about beer, in fact, coke can also be done" Su Ruoqing said:

"Put Coke Coke, Everything Cola and our Phoenix Coke in a transparent cup for everyone to taste, in fact, no one is better at all, it's just Coke, and many times it is the psychological factor brought by the brand."

"This is a good idea" Cui Ning said, "The sugar and wine club itself encourages tasting, free drinks, we will directly have a group meeting, three kinds of Coke competition, in fact, the taste is almost the same, I believe that 90% of people can't taste the difference, and even some customers think that Phoenix Coke is more delicious, this data is good to tell the story with the real part, it's not a lie, it's just a spring and autumn penmanship"

"Since it is to expand the plant, then invite the leaders of Sichuan Province and Rong City to cut the ribbon together, and make the opening ceremony of the investment promotion a little bigger" Wan Xinglong said, "After all, dealers want to see the strength of the enterprise, and we will work hard to show off our muscles this time"

"It's also a good sign to make the dragon element ubiquitous, including the sun umbrella to make the dragon umbrella, the flag to be designed to be the dragon flag, and the dragon sail on the dragon boat," said Allen.

"Well, the basic elements are all together, all of them are united to lift the big boat, 10,000 people promote and create a famous brand, to make the atmosphere of the scene sufficient, the material of the dragon boat, workmanship, live sound, lighting effect, must be implemented one by one in advance, I am the commander-in-chief, Mr. Wan is responsible for supervising the relationship with the local government, and then Huaxia is responsible for the overall plan, the design is completed by Allen, Manager Su is responsible for some outreach work, Wang Ruolan is responsible for media invitation and reception, we act separately to ensure that nothing goes wrong."

In the spring of 1999, when thousands of merchants gathered in Rong City, Sichuan Province in March, Tianfu Square in front of the National Sugar and Liquor Commodity Fair was "moored" with a length of 35 meters, a height of 20 meters and a weight of 7.5 tons.

This "Asia's No. 1 Dragon Ship", which is about to be included in the "Guinness Book of World Records", has attracted the attention of hundreds of thousands of local men, women and children and thousands of merchants participating in the fair, setting off a strong "phoenix whirlwind".

The planning of this brand promotion activity characterized by dragon boats, dragon sails, dragon flags, and dragon umbrellas, with the theme of "all people are united to lift big boats, and ten thousand people promote and create famous brands" made Cui Ning and Phoenix Cola out of the limelight again. It has created a legendary achievement of the first order volume of the sugar and wine fair.

And the dealer once again regarded Phoenix Cola as a popular product in 1999, after all, it is a product that broadcasts advertisements and superstar endorsements on Longguo TV every day.