"Not really!"

Wang Yan said categorically.

"Huashang is not a new brand, it has been around for nearly three years. Moreover, our brand no longer needs to be an image store in big cities, because in small and medium-sized cities, the influence of Huashang brand is greater!"

As she spoke, Wang Yan talked in detail about the investigation she had done in large, medium and small cities.

In the first-tier cities, Wang Yan personally found a hundred random passers-by and asked them if they knew where the nearest Huashang store was.

Among the 100 people, at least half of them do not know the Huashang brand! Even those who know cannot tell where the nearest Huashang store is.

In second-tier cities, almost half of the same 100 random passers-by don't know about Huashang, and no more than 10 can name the address of the nearest Huashang store.

And in the third- and fourth-tier cities, all the people, of course, she did the survey to find female passers-by between the teens and fifties.

All people have heard of Huashang, and at least seventy or eighty percent of them can casually say the address of Huashang's specialty store!

What does this mean?

Obviously, in small and medium-sized cities, the popularity of the Huashang brand is higher.

After listening to Wang Yan's narration, everyone was also amazed.

is even more amazed because Wang Yan has really done enough investigation work......

She said it simply, but when she actually went to a hundred passers-by to do an investigation, you can see how troublesome and hard it must be when you think about it.

And not in one city, but in first, second and third-tier cities.

This girl is really hard enough!

"So, we don't need image stores in first- and second-tier cities anymore! Of course, in order to further enhance the brand influence and popularity, we will use other methods, for example, to invite big-name celebrities to endorse. ”

Wang Yan explained: "In small and medium-sized cities, consumers are more likely to recognize brands endorsed by big-name celebrities. Because you can afford to invite big-name stars, it shows that the brand has strength! However, the effect of celebrity endorsement in big cities is much worse, because consumers in big cities are more assertive and will not blindly chase stars, especially older groups. ”

Wang Ye nodded and asked, "Then which star do you think you should invite to endorse Huashang?"

"This involves another major adjustment of the Huashang brand, and I plan to raise the age of the target group of the Huashang brand!"

Wang Yan spoke surprisingly again.

Everyone was amazed in their hearts, this Wang Yan, no wonder he said that he wanted to rebirth the Huashang brand, which was a complete overhaul.

Not only the adjustment of sales channels, but also the brand positioning must be adjusted.

"Oh, how?" asked Wang Ye with interest.

"Originally, the target group of Huashang brand was 18 to 35 years old, but in fact, the style caters more to the 20s age group. ”

"However, since the channel is going to sink to the third and fourth tiers, we have to adjust the age group according to the composition of consumer groups in the third and fourth tier cities. I think the age group between 25 and 40 years old is more appropriate. Wang Yan replied calmly.

She doesn't need to explain this question, everyone understands it.

In lower-middle cities, there are relatively few young people in their 20s, although it is inevitable to adjust the style appropriately.

Wang Ye nodded slowly, and the channel sank......

Wang Yan is right, her adjustment is called channel sinking!

In the apparel industry, there is no brand that dares to take the initiative to sink the channel.

Because everyone is reluctant to the huge consumer market in big cities, and many brands are trying hard to improve their positioning.

Naturally, that can only be done in the big cities.

Wang Ye has seen many successful cases that really dare to take the initiative to sink channels, all of which happened in Internet companies, and they only appeared after a few years......

The Pinduoduo that will appear in the future is a typical example of channel sinking!

Traditional e-commerce giants, such as Tmall and JD.com, are targeting first- and second-tier cities, and it is obvious that such cities have concentrated crowds and convenient transportation.

It is relatively easy to start promotion and distribution, and the efficiency is also high.

But Pinduoduo has done the opposite, taking advantage of the habit of small city residents to take advantage of small advantages, and has sprung up.

broke the joint monopoly of Tmall and JD.com, and broke out of the siege.

In addition, successful cases include Kuaishou, Toutiao, etc.

These enterprises, without exception, product design and marketing ideas are aimed at the third and fourth lines and even the majority of rural users.

But they all succeeded!

What Wang Ye didn't expect was that Wang Yan, a girl, put forward the concept of "channel sinking" several years in advance!

It's amazing.

"Because the product style will be adjusted to be more suitable for consumers around 30 years old, so the spokesperson, I think it is more appropriate to choose Xie Bing. In small and medium-sized cities, Xie Bing, a veteran diva, is still very well-known, especially among people in their thirties and forties. ”

"So how to deal with the franchise customers in the first and second-tier cities now?"

Wang Ye frowned and opened his mouth to ask a question.

When you hear it, yes, the Huashang brand is not all directly operated stores like Preferred Premium Products and THE TOP SHOP, but all franchise stores.

Are customers willing to withdraw from the store?

If the company wants to close the store and the customer makes a fuss, then there will be big trouble.

Wang Yan smiled slightly: "I checked all the franchise contracts of the company, and the franchise customers in the first and second-tier cities were basically opened before Huashang went public." In other words, most of them are more than two years, and our franchise contract is three years......"

Wang Ye suddenly realized that this means that after the contract expires, it will not be renewed with the customer.

"Of course, I would mention that I would explain to the client that the brand has made a big change in its style positioning. The adjusted style is difficult to adapt to in big cities, that is, if they insist on renewing the contract, then we will not refuse. But you have to bear the consequences. Wang Yan added.

Lao Hu sat on the side, and before he could open his mouth to question it, he was already shocked.

This yellow-haired girl, it's too ruthless!

This is unfair to the old customers, Lao Hu couldn't help but said: "This is not good, after all, those old customers have also come all the way with the company, and now they have to cut them down......"

What he meant was that it wasn't benevolent enough and that he was a bit sorry for the customer.

Wang Yan said coldly: "If you don't adjust, then everyone will be waiting for a slow death! A big adjustment will inevitably have labor pains, but this is unavoidable." ”

"Okay, do you still have any questions for Wang Yan?" Wang Ye said.

He had already made up his mind in his mind.

Everyone was silent, because Wang Yan's plan was a bit risky, but it still had a great chance of success.

Moreover, Wang Yan's preparations have been done very well and have convinced everyone.

Wang Ye looked around, and saw that everyone didn't speak, so he said finally: "That's it, Wang Yan, you can implement this plan!"

"In addition, I announce that Wang Yan's inspection period has ended and she has officially assumed the position of general manager of Huashang Branch. Mr. Wang, you will communicate with Wang Yan about the salary and treatment in a moment. ”

The Mr. Wang in Wang Ye's words of course refers to Wang Xiaojuan, the vice president of administrative personnel.

Hearing Wang Ye's announcement, Wang Yan was pleasantly surprised, she didn't expect that she would pass the inspection period so smoothly!

That is to say, his hard work in the past two months has been recognized by the chairman.

"Thank you Wang Dong, thank you, I will definitely work harder. Wang Yan said gratefully at Wang Ye.

"Haha, you have to work hard, but you also have to pay attention to your body. I don't want to have to find a new general manager in a few months. Wang Ye said with a smile.

……

After the meeting ended, Wang Xiaojuan called Wang Yan to her office and asked her to sit down first.

Then congratulated: "Congratulations, Xiaoyan, you are on your way, and you are the one who has the fastest promotion speed in the entire group." Even Wang Dong was not promoted so quickly by you. ”

Wang Yan pursed her lips embarrassedly and smiled: "How can I compare with the chairman, he has accumulated a lot of hair, and he is accelerating faster and faster." I am self-aware, and I am very satisfied to be able to do a good job in Huashang Branch. ”

Wang Xiaojuan turned to the topic and discussed the issue of salary and treatment with her.

Wang Yan has just been promoted to the general manager of the branch, so the annual salary will not be too high, and she can only get a starting annual salary of this level in the first year, that is, two million.

In the second year, the salary will be adjusted according to the operation of the branch in the first year, and there will be an annual dividend.

In the first year, because the company would have major adjustments, Wang Ye did not set an annual performance target for her.

In other words, let Wang Yan do it without worrying about performance.

Hearing the number "2 million" said by Wang Xiaojuan, Wang Yan was stunned at first, and then her mood was agitated, and her eyes were red.

After Wang Xiaojuan saw it, she naturally did not misunderstand, she knew that Wang Yan was a young girl with no high education, and she used to be just an insurance seller.

Now that he suddenly got a high salary of two million, he was naturally excited.

"Come on, you now have the opportunity that most people dream of, this is your starting point, don't let Wang Dong down, you will get better and better in the future." ”

Wang Xiaojuan encouraged softly.

Wang Yan bit her lip, and then the corners of her mouth slowly curved: "Thank you, Mr. Wang, I will definitely work hard! ”

……

When she walked out of Wang Xiaojuan's office, Wang Yan could no longer hold back her excitement, she clenched her little fists and bent her arms.

"Come on, Wang Yan, you are the best!"

After arriving downstairs, Wang Yan couldn't wait to call home, and she wanted to share the good news with her family.

"Hey, Mom, good news for you!"

Wang Yan's mother is still angry about what happened last time, last time Wang Yan's father was suddenly ill, and she called Wang Yan to go home.

As a result, Wang Yan said that she was working and had no time to go back, although Wang Yan's father's illness had long been cured, but this also made her angry until now.

"What good news can there be? Has the leader praised you? Is it in your eyes that the company and the leader are much more important than your parents? Mom said angrily.

Wang Yan is stagnant, and she is also very aggrieved.

As a girl, she struggles helplessly in a big city, not only for herself, but also for her family.

As a result, the family still doesn't understand, and my mother is still complaining about herself.

However, she quickly adjusted, because she understood a truth, when she didn't make a result, others, including her family, naturally couldn't understand what she was working so hard for.

At that time, there were more accusations and non-parliaments.

However, when the results are made, all that is ushered in is praise and understanding.

Have you made achievements now?

It's a small success.

At the very least, the position of the general manager is right!

The annual salary of two million is also in hand.

For an ordinary girl who could only get a few thousand monthly salaries and make hundreds of phone calls a day to sell insurance a few months ago, it should be a success.

At the very least, it is also on the road to success!

"Mom, I really have good news for you. I became the general manager of the branch, with an annual salary of two million. Wang Yan said softly.

"It's useless to be a ...... wait! What do you say, become a general manager? What is the annual salary?"

Mom suddenly raised her voice.

"Well, it's the branch I came from, the general manager! The annual salary is two million!" Wang Yan repeated again, and her voice was a little louder.

"Girl, don't be deceived! What company can make you such a young person the general manager and give you that ...... So much salary. Or...... Is it because your boss has some bad idea about you, you don't want to do that...... Yes. Mom said nervously.

Wang Yan couldn't cry or laugh, she looked like this, and now she was black and thin, what boss wouldn't look at her for a long time.

Not to mention a big man like Wang Dong, his real girlfriend is a real princess!

"Mom, don't talk nonsense! Our boss's girlfriend doesn't know how many times prettier than me, how can she possibly take a fancy to me. I said in the previous paragraph that I was busy, but I was really busy, that is, the hard work during that period of time was recognized by the boss, and I have today's rewards. ”

Wang Yan explained.

On the other end of the phone, my mother was silent for a while, and then said: "Girl, it's my mother who misunderstood you, it must be very difficult to be the general manager at that time, don't be too tired yourself." ”

Wang Yan's nose was sour, and tears almost fell.

Can it not be hard?

Who can really work at such a high intensity every day 007, and enjoy it, not because of that breath.

It was an ordinary child who wanted to change the belief of his family's fate.

Without this breath, how could she make one or two hundred calls a day from the insurance company, and how could she continue to make the next call with a smile after refusing or even insulting again and again.

Without this breath, how could she be able to achieve the top three in performance in the first month after entering the Huashang Investment Promotion Department, and get a good performance far exceeding the second in the second month!

Without this breath, how could she take her assistant and drive a car for more than two months to run more than 100 cities, traveling more than 150,000 kilometers!

It's all worth it, though.

Because of his own efforts, he was affirmed by his boss and had the opportunity to truly change the fate of his family.