In the sequence of bidding by dozens of companies, Cui Ning's company was the first to talk about the plan. This was personally appointed by Yu Jinlong.

For such a thing as bidding, if there are only three or two companies involved, it doesn't matter how many people rank it, and everyone has an equal chance to complete the entire proposal project in one day, and the energy and attention of the whole company are basically similar, and the memory of the plan is basically the same.

However, once more than five or six service companies participate in the bidding, for example, dozens of companies participate in a project this time, which is extremely rare in China, so ranking a few places has a different meaning in itself.

Regardless of the strategic ability and the level of proposals, the first two companies must have a great advantage, Hailan has actively prepared for several months of large-scale proposal bidding activities, and the company has paid special attention from top to bottom, and is highly motivated and energetic to communicate and exchange with service companies.

Especially with the personal participation of Chairman Yu Jinlong, the company's performance and performance must be the best, and there will be no suspicion of completing the task.

But no matter how good the state, fighting spirit and expectations, including the chairman himself, after listening to the proposals of several or even a dozen companies, especially once the level of some proposals is not flattering, and the company's thinking is far from the same, it is a kind of torture to continue to listen, so some service companies in the middle of the day have actually suffered unfair treatment arrangements from the beginning, and even cannon fodder bidders.

But this is the fate of every company, almost every large-scale proposal has a supporting role, and even works in vain, which is the fate of branding, consulting, and planning companies, so each company must accept its own fate.

Chairman Yu personally appointed Cui Ning's first proposal, which naturally had his idea, that is, to give the executives a deafening voice at the beginning, so that all executives could see the shortcomings of their work and face every proposal and strategy seriously.

Whether it is Cui Ning himself or Yu Jinlong, they all know that Cui Ning is definitely not a brick thrower, but a jade thrower, its height and professionalism will almost lay the highest level of this proposal, and then have unique advantages, as well as the hope of the final deal.

As for choosing dozens of service companies to come, Yu Jinlong naturally has some ideas, even if many companies can't get a lot of money, as long as they have a deep understanding of the brand and the company's overall strength, they will get some small projects and will not pay in vain.

When Cui Ning walked into the familiar conference room with his core creative executive team, Chairman Yu Jinlong, on behalf of the dozens of people sitting in the conference room, took the lead in applauding, but Cui Ning swept it slightly, and did not see Zhang Yang, as well as a few old people who were no longer progressing, and there were some young and combative faces.

Of course, during the whole proposal process, one day in the middle, Chairman Yu was late to participate in the government's activities, and the company decided to delay the proposal by two hours, Chairman Yu also fulfilled his promise and spent a week personally participating in the whole process of the proposal.

So after the end of the proposal, the Hailan senior management present also came to the conclusion that this is one of the few applause of Chairman Yu, and the only welcome applause, no matter how many relationships and capabilities the participating companies have, everyone in the Hailan senior management here knows the tendency and expectation of Chairman Yu.

As Cui Ning, who has a deep affection for Hailan, with his understanding of Hailan and his own wisdom, he naturally did not live up to the trust and expectations of the chairman.

"Dear Chairman Yu, all the leaders and colleagues of Hailan, as well as my former colleagues, good morning" Accompanied by the applause led by Chairman Yu, Cui Ning personally delivered a speech and began an in-depth analysis and future positioning of the Hailan brand:

"Everyone here is a loyal supporter and lover of the Hailan brand, there is no doubt about it, and everyone is also obliged to maintain the reputation of our Hailan brand at all times, Hailan is like a hero for us, but also our belief, then we Hailan in the new competitive environment, under the premise of deciding to enter the global market, what kind of new image should we have, face the competition, and show the new charm of the new century?"

"Before the problem is solved, I want you to show you a few pictures, which are some of my treasures over the years, or some materials that have never been made public, after reading them, I believe everyone has their own feelings"

In the high-definition projector, Cui Ning projected the first picture.

The first picture is taken very clearly, just at the door of a warehouse, an employee in a navy overalls is sitting on a navy air-conditioned box with his back to the camera.

"This is two years ago, I took a photo in the headquarters warehouse, the reason why this photo is the beginning of today, not to discuss who this employee is, at that time I also stepped forward to say to him, don't wear overalls and sit directly on the brand's box, he smiled at the time, said that the warehouse management is not there, I was busy for a long time a little tired to take a break. ”

Cui Ning paused slightly:

"At that time, I didn't say anything more, after all, sitting on a seat can't break the air conditioner, and it doesn't mean that this employee doesn't love the brand, maybe he is really tired, and the air conditioning box can just be used as a stool to sit on, which is a very small thing.

But this thing has always been in my heart, that is, each of our employees really understands, how to love and respect our products and brands?

If you change the scene, go back to the 80s, a family just bought a four-star refrigerator, or a brand new color TV, would he be willing to sit under his ass, or would he treat the new member of the family with nonchalant?"

If a person buys a Buddha statue, will he treat the Buddha statue like this?

"Yes, this is no longer the 80s, refrigerators, color TVs, air conditioners are no longer high-end furniture, nor are they Buddha statues with the nature of faith, but have become household appliances, or tools, we no longer cherish them like cherishing first love, no longer love them like loving life, and respect them like faith, because they are just a product"

"This is my first image and my first question, is the brand for others to see, is it a marketing statement, or is it a true heartfelt belief in each of us?"

"If you say it is more extreme, is there a lot of loopholes and blind spots in our enterprise management, which the managers here have not seen and realized?"

"Go ahead, let's look at the second picture" A clear slide show of two glasses of water and a box of cigarettes, placed on a coffee table.

"Hailan's service has always been the best in the country, the best reason is not because there are many advertisements, or the quality of each of our employees must be higher than that of competing manufacturers, but because we have perfect and scientific service standards, our daily affairs are finished, our daily progress is a little higher, our OEC management system"

Our OEC management is not a cold academic theory, it is vividly presented in every small detail of each position of our Hailan, condensed into a habit of Hailan people, a kind of persistence, a natural state like breathing.

"For example, our door-to-door service, tooling, badges, shoe covers, floor mats, tool sets, five-star service...... This is our first initiative, and each service staff has received strict corporate training, and an important part of the training is not to drink a glass of water from customers, not to smoke a cigarette from customers, and not to eat a meal from customers. And this photo was taken when my service staff came to the door to serve, leaving the customer's house."

"At that time, I was in the Lingnan Provincial Service Branch, I traveled to every city in Lingnan, visited hundreds of end customers, and almost all the large stores, and learned about the market culture of cities different from the north.

Cui Ning smiled, "But what I want to say today is that now insurance companies, health service companies, and direct sales companies, their service levels, and service concepts, are actually no worse than us, and the service we are proud of is no longer *, after all, Chairman Yu dared to be the first in the world, introduced German equipment, and learned Oriental management, all of which were at the forefront of Longguo enterprises and led an era.

But today, we stand at a certain height, and then look at enterprise services and customer communication, many industries have mastered our essence, and many innovations are difficult for home appliance companies to achieve, they not only become customers with customers, but also become friends, their employees and customers make dumplings together, make moon cakes together, eat together, Together, even many lonely and widowed elderly people have taken the initiative to become the communicators and beneficiaries of the above-mentioned company's brand, because in the Dragon Kingdom, love is the best bond and bridge, and emotional marketing is one of the powerful tools of marketing in the new century. So my second question is whether the customer is God or a friend, and is the service an expert or a sense of friendship and love?

The answers will be elaborated and analyzed one by one in the following plans, but here I will first briefly express my personal opinion, that is, whether Hailan wants to be closer to customers or farther away, whether we are professional or emotional?

I admit that there is no best service in this world, only the most appropriate service, and the service is related to the industry and corporate culture, Hailan has always adhered to the "sincerity", that sincerity to users, is it necessary to take into account the feelings of customers, as well as changes in the general environment?

If you ignore the general environment and the progress of your peers, it is backwardness and self-loss for Hailan!

"Then, let's move on to the third picture," Cui Ning continued, while Yu Jinlong took the lead and kept recording some key points.

The third image is a cartoon image of the La Mer brothers, an image that has been famous all over the world since the inception of La Mer, representing cooperation and friendship.