"Look, this is the effect of our products, the white shirts that are also polluted by more than a dozen pollutants such as oil, lipstick, mud, blood, rust, etc., the use of international brands such as Taizi, Bilang and Aomi, as well as the effect of using our new products, the decontamination and whitening effect of our products is not weaker than any international brand, but their sales price is ten times our cost, so we are still ready to go on the market at a price lower than theirs to gain market share" The one who spoke was the vice president of the brand of Noaisi, and he was also the right-hand man of Mr. Zhuang, called He Ming.

"You can try it yourself, there are ink, there are also some special paints, and more than a dozen kinds of laundry detergents have been prepared, including buckets" Mr. Zhuang greeted Cui Ning and his party cordially:

"I know that Cui is always a very serious and pragmatic master, so in this meeting, I must come up with good products and real skills for everyone to experience, and then Mr. Cui will believe in us and give us the best ideas."

Cui Ning motioned to Wang Ruolan and Aunt Huang, and tried several smudges and laundry detergents with her own hands, and Aunt Huang said:

"Actually, other brands don't need to experiment, I often wash clothes at home, so I know a lot about laundry detergent, our new product has a really good stain removal ability, and the taste is also good, from a consumer's point of view, it is an absolutely good product."

Wang Ruolan also nodded and said:

"I tried lipstick, and it works better with warm water, so when washing clothes, in addition to the quality of laundry detergent, it should be combined with some other strategies, such as the mysterious removal of 99 kinds of stains, which is purely advertising art, and is just a way to make consumers trust the product."

"Mr. Cui, what is your opinion? We would like to listen to the teachings" Mr. Zhuang said half-jokingly, "all of you here are your own people, you must speak freely, especially be prepared to be taught by Mr. Cui, and you must respect Mr. Cui, Mr. Cui is my teacher first, and then our partner." Choi is always a person with great skills, and his opinion is very important to us.

Everyone knows Hailan, knows Yu Jinlong, and Chairman Yu is called Mr. Cui, and many of Hailan's classics in recent years have been personally planned by Mr. Cui.

Come, everyone's applause, let Mr. Cui tell us a few words"

Under the leadership of Mr. Zhuang, the scene resounded with warm applause.

Cui Ning looked around, nodded slightly, and said:

"Thank you Mr. Zhuang for your trust, I will briefly talk about my views on the industry and products, some of which may not be high-minded, purely personal opinions, maybe a little valuable, but not necessarily the only conclusion.

Some time ago, I participated in a planning meeting, and all of you were senior executives of the company, and they also trusted the efficacy of the product, and they were arguing about whether the product should improve sleep, youthfulness, or beauty.

I believe that all of you here today are also very familiar with the product, especially the decontamination ability of the product, which I can understand.

But if it's just the decontamination ability, I believe that no matter how good the laundry detergent is, it can't compare to 84, or 84 with a little flavor.

So laundry detergent seems to be a very simple industry, but in fact, it is not selling decontamination or taste, so why are all companies talking about these concepts that most consumers are not interested in?"

At this time, Ye Hua, an executive of Noace and the vice president of the company, stood up and interrupted Cui Ning's words:

"Mr. Cui, please forgive me for taking the liberty of it, although Mr. Zhuang said that you are a real teacher and expert, I still have to interrupt you, I have been making detergents for many years, and I am half an expert in the laundry detergent market, I dare to guarantee that laundry detergent sells really decontamination ability, and if you lose this core concept, the value of this brand is actually not large, and the trust will be reduced."

Cui Ning smiled:

For example, the blue ink of the white shirt is actually washed immediately after the experiment, but after a few hours of dripping, can the laundry detergent on the market really be completely removed?"

Ye Hua thought about it and shook his head:

"I really can't, especially now that a lot of ink and lipstick have waterproof features, this still has to use 84 and so on, but what I'm talking about is that under normal conditions, the concept of decontamination is something that any laundry detergent brand must follow, so I hope Mr. Cui will give us an overall idea, or a new concept."

Cui Ning looked at Mr. Zhuang, Mr. Zhuang seemed to be smiling, looking at Cui Ning, Cui Ning continued:

"The question asked by Mr. Ye is very representative, that is to say, the concept that everyone is talking about is actually just one of the purchase motives, and it is one of the necessary functions of the product, but please pay attention to my logic, consumers do not think that too much, How different is there between the brands of Bilang and Mysteries in terms of decontamination ability, since there is no difference, the so-called ninety-nine kinds of stains, or super detergency, is actually just a basic appeal, not a unique concept, let alone the core concept, or even the foundation of success, I say so, does Mr. Ye agree?

Ye Hua nodded again and again:

"I 100% agree with this logic, Mr. Cui, please continue."

Cui Ning continued:

"The basic concept must be there, and like the slogan, a three-dimensional offensive is formed in the packaging, advertising and terminals, so that consumers can imperceptibly identify with the product, which is the basic skill of any laundry detergent brand, and it is not creative.

The real creativity is definitely not that you can remove 99 kinds of stains, I can remove 100 kinds of stains, and if we do this advertising, the effect will also be there, but this kind of parroting creativity is not what a big brand should do.

Again, a really good idea is moving, especially a TV commercial, to tell a story within fifteen seconds, thirty seconds, and then let the audience's consumers trust the brand, and even have feelings, which is the same as a man and a woman falling in love, it is definitely not that I take out the keys to the car and the villa, and the other party will like me.

There is emotional communication and deep insight into consumers.

I also watched it just now, and everyone is very confident in the performance of the product, which comes from our R&D and technology, but in TV commercials, we tell these stories, which is equivalent to using the way we played ten years ago to do the market, which is very dangerous.

Therefore, new products must have new ideas, product performance, quality and technology research and development, it can be said that in a flash, it is not the focus of our performance at all, the focus of our performance is the original intention of this product itself, which is to create a local excellent brand of laundry detergent and become the most competitive brand in the history of Longguo.

These original intentions should be expressed through emotions and details, and we must quietly convey feelings, so that consumers can recognize that we are a valuable and emotional brand, a local laundry detergent brand, and a more cost-effective brand.

Just like the name we gave to the baby's Coke, it is called Extraordinary Coke, not Patriotic Coke or Powerful Coke, it is to moisten things silently"

Vice President He Ming nodded and asked:

"Mr. Cui, I agree with your ideas, what about the specific strategy, and how should it behave?"

Cui Ning turned to Aunt Huang and said:

"Mr. Huang, this is our predecessor in the daily chemical industry, and also the vice president of Xiaobao, a few days ago she told me a story of her own, because some time ago Mr. Huang just resigned from the previous company, and every day with a group of laid-off and unemployed female workers, we discussed a lot of topics, where things are discounted, where eggs are cheap, it can be said that women are always an important medium for information transmission.

A few days ago, she encountered rain outside, and when she came home, she saw that her daughter had already washed her clothes and was making dumplings for the whole family.

At that moment, Aunt Huang felt that her daughter had grown up and could help her take care of the family, which could be said to be happier than winning the jackpot.

What I want to say is that the target group we are targeting is mothers, women, and even laid-off workers in the Dragon Kingdom, and the biggest pride of these mothers is to see their children grow up and be able to help them do their own laundry. ”

President Ye Hua still has some questions:

"Mr. Cui, what you said seems to be right, but I still don't quite understand, according to what you said, we want to avoid simple product performance appeals, we want to show emotion and love, what does this have to do with laundry detergent?"

"What does the province have to do with Ge You? But it has made one of the most famous ham sausage brands," Cui Ning replied.

"Sincerity doesn't have much to do with home appliances, but it has made the most famous Hailan brand in the Dragon Kingdom.

What we do is communication and communication, the most effective way of communication, the most able to show the difference of the product, the best to show the brand advantage of the enterprise, and to gain trust and recognition, this is the key, this is a completely different field from product technology and technology research and development.

As for the decontamination ability, adding enzymes and fragrances, etc., those are all modules and basic skills, and when the time comes, subtitles or terminals are easy to perform, and as long as advertisements are placed on national television, these features and selling points are easy to be trusted.

We now have to take the first step, which is to be different, to take into account the market and social environment, that is, female mothers, to pry this market, to move the heart, and naturally win the market.

Mr. Zhuang laughed:

"Mr. Cui, do you mean that the core of our advertising is that dear mother, I can help you do the laundry?

"It doesn't have to be that complicated, Mom, if only I could help you with the work," Cui Ning said. It is best to use seven or eight-year-old children, girls, in addition to showing the love between mother and daughter, beautiful mothers and beautiful daughters, and then seven or eight-year-old children can wash white clothes, not to mention adults, hide a lot of functions in the performance of TV art and video, so that our new product becomes the first advertisement that moves and tears the audience, this is my purpose, only in this way, can we kill a completely different road to the dragon kingdom from the function of Jiebao".

"Okay, that's a good point," Mr. Zhuang said, "The specific advertising content, Mr. Cui to grasp, and then, there is another question, do we continue to use the Condor brand, or do we want to create a new product brand to expand the market?"

"I think it's okay," Zheng Yifan said:

"Each has its own pros and cons, the use of Noais or Shendia, our products are also famous, familiar, the use of new product brands, if the advertising efforts are large, will form a brand synergy with Noais, learn from the good example of Jiebao."

Mr. Zhuang said loudly:

"Okay, the professional problem is handled by Mr. Cui, I am only responsible for paying, by the way, we must taste our most authentic local cuisine today, to drink a few more glasses, the CEOs here, the next task is to get Mr. Cui and their team drunk, instead of continuing to discuss professional issues"