Li Ziyan is not very profound about brand operation. During the banquet, he thought that Lu Jing was really pleasing to Wu Xuan, so he casually agreed to come down and change the spokesperson of the mobile phone. With the smile of an outstanding beauty like Bo Wu Xuan, it is normal to remove a spokesperson.

However, by the time he went to bed at night, he gradually came back to his senses. If there is a problem with the star image of the endorsed product, it will have a great impact on the product. Originally, endorsement is to use the influence of public figures to make consumers accept the product as much as possible. If the celebrities themselves are annoying to consumers, then how can the products be sold? Scandals are also negative news. It is in line with the hype, but it will damage its image.

However, it still feels a little hazy.

The next day, Lu Jing, Zhan Zhengfang, and Wu Xuan sent Li Ziyan from Jiangzhou Airport to leave Jiangzhou. Li Ziyan asked Lu Jing about brand operation. He's already aware of the benefits. Obviously, at present, Shengtai Electric is a brand of home appliance stores. What Zhan Zhengfang said to Su Yuan yesterday was not a lie. If Shengtai Electric opens a few small stores of 50 square meters, it can also buy home appliances. Because it has a good reputation.

"The job of sales is to go around pulling consumers to buy products, and marketing is to eliminate this step and let consumers automatically buy products. Brand marketing is the most advanced level of marketing, it is not to establish a marketing network, but to use the brand to conform to the invisible marketing network to lay the public psychology. Taking advantage of the time before the plane took off, Lu Jing and Li Ziyan chatted.

In fact, in the past 98 years, foreign countries have had a very deep understanding of marketing, and there are many treatises. Of course, it is necessary to combine foreign marketing means and methods with the domestic market. There is still a long way to go.

Lu Jing doesn't mind sharing his knowledge of brand marketing with Li Ziyan. Li Ziyan is not a simple businessman, he is also a child of the Li family in Lingnan. If he can make a big Feihong company, he will be close to the Lu family. It's also a big help.

"It seems that I have time, I want to invite you to give a lecture in our Feihong company, and those elites engaged in sales have to worship you as a teacher." Li Ziyan stood up and said convincingly. At this time, the radio in the airport hall was urging him to board the plane.

"It's okay to communicate, but it's too exaggerated to apprentice." Lu Jing smiled and waved his hand. He is not modest, but because he has this understanding of brand marketing, thanks to his experience in the company in his previous life, and the bombardment of various marketing methods.

Seeing Li Ziyan pass the guò security gate. Disappearing from sight, the trio left the airport. Wu Xuan sat in Lu Jing's car and said admiringly: "Lu Jing, I didn't expect you to really have two brushes." No wonder Xiaoxiao admires you so much. As soon as you discuss the business strategy of the enterprise, say what you say and how you say it. I originally thought that you only relied on your family relationship to set up Jinghua Company. ”

Lu Jing smiled: "I have already given you enough shock when I was in Jinghe Electronics, and it turns out that I have only been recognized by you until now." ”

Wu Xuan smiled and said, "Didn't you just get a mobile phone manual?" You still want me to agree with your point of view of running a business. Truth be told, you're too risky sometimes. Jinghua Company basically developed out of debt. It still owes $110 million to the Bank. ”

Lu Jing shook his head, "What is there to worry about a company with only 110 million foreign debts." South Korea's electronics giant. Samsung had $3.7 billion in debt last year. With such a large market share of domestic mobile phones, with Jinghua's profitability, borrowing $1.2 billion can ensure the safety of the capital chain. ”

Wu Xuan opened his mouth slightly, gasping. Ban Xiang said, "You still dare to think about it." The people at the bank aren't so stupid that they won't lend you money like this. ”

Lu Jing nodded. As a private enterprise, it is difficult for Jinghua to borrow large sums of money. The financial crisis that broke out in '97 has now turned into a global financial crisis at the end of October '98. The big losses of international currency speculators in Russia have affected the economic systems of Europe and the United States - it can be seen that in fact the origin of these monetary capitals.

Not to mention the difficulty of private enterprises in borrowing. The current financial environment is in a state of contraction. Therefore, it is difficult for Jinghua to raise a large amount of money. And Lu Jing didn't have the idea of using his family's connections. Therefore, Jinghua's responsibility rate is so low.

"I told Su Yuan last night that the flagship store should be opened in Hanbei District, and he is probably still hesitating. Jinghe Commercial is now taking a piece of land in Jixi Town. There are funds to develop into a flagship store. Mayor Wang of the Municipal Economic Development Zone, do you know each other? Do you want me to say hello to him? lest Su Yuan come to 'cut off the beard' again. ”

"No, I don't. I can still do this. Don't underestimate me, Lu Jing. Wu Xuan waved his small fist, "I now understand why Jinghua's funds will be abundant after three months." ”

"Tell me about it." Lu Jing smiled. She has the shrewdness and ability of a professional manager, and the simplicity and ability of an urban beauty, but after a long time of contact, I occasionally find that she also has some little girl-like temperament.

"Hmph, you're planning to hold Jinghua's dealer conference in early December. If Jinghua can win the bid king of CCTV, you plan to use the identity of the bid king to strongly demand the deposit of the dealer. With this fund as working capital, coupled with the recovery of the payment, by January, Jinghua's funds will naturally be abundant. Am I right? ”

"Yes. Jinghua's first-level agents need to pay a deposit of at least 5 million. After calculation, it can almost collect 300 million funds. "When Jinghua first started to lay out the marketing network, he was naturally not qualified to negotiate too harsh conditions with agents. Those dealers will not be happy to let Jinghua take their money. But after winning the CCTV standard, Jinghua has a strong foundation - you are unwilling to pay, and some people are willing to pay the deposit.

Wu Xuan looked at Lu Jing and smiled proudly.

…

The sky was gray, and Yang Xian took a taxi from his rented apartment to Haijia Building to work. As the vice president of Jinghua, his net worth can naturally afford a house and a car, but he is from northern Liaoning, and he has no plans to settle down in the capital for the time being, so it is obvious that Jinghua's base is in Jiangzhou. If he had a choice, he would prefer to make his home in Jiangzhou.

"Yu Shiqin is pregnant?" In the conference room, Yang Xian asked Liu Yiping, who was smiling, with a smile on his face. Yu Shiqin is the original Jinghe company's internal staff. married Liu Yiping last year.

Cheng Jianfeng, who was sitting on the right-hand side, pointed at Liu Yiping and smiled: "Good boy, don't say anything about such a big thing?" We can't afford to lose your gift money. ”

Liu Yiping grinned and said, "Haha, I plan to wait for the child to come out and tell everyone." When the time comes, please invite everyone to drink. Yu Shiqin is now recuperating in Jiangzhou. As the marketing manager of Jinghua, he divided a house to live in Jinghuayuan.

Several department managers in the conference room burst into laughter. Yang Xian smiled: "If I hadn't listened to what Xiaoxiao said, I wouldn't know." After everyone laughed for a while, Yang Xian threw the cigarette case on the table and said, "Yesterday, we received a request from the company's headquarters to consider whether Han Chuyan can continue to serve as the spokesperson of Jinghua's mobile phone. I asked Xiao Wang to find information, Han Chuyan has been having a scandal recently, and what Jing Shao said in his email is that he hopes that we will re-choose a star who has no scandal to endorse, even if it is a little famous, it doesn't matter. ”

Cheng Jianfeng is very experienced in brand operation, and when he saw that everyone looked at him, he said: "I agree with Jing Shao's opinion, the gossip actress is not conducive to the shaping of our brand image, especially when we are now brewing to win the CCTV standard." If we let the actress who generated the scandal endorse us, not only will there be no positive image dissemination, but it will also damage our image. ”

This opinion quickly became clear. Then we discussed the dealer conference held in Jiangzhou. Jinghua Company is preparing to hold a national dealer conference in early December this year. At that time, the senior executives of the marketing department, marketing department and operation department will all gather at the Jiangzhou headquarters.

Jinghua does not set up a regional general agent, but set up a three-level agent system in the country (more accurately, "three types" of agents), large and small agents are expected to add up to several hundred people.

Therefore, Yang Xian and the others need to come up with a plan to prepare in advance, so as not to be in a hurry.

…

Lu Jing received Yang Xian's email on her laptop in Jing Heyuan Chen Xiao's room at night, took the coffee and drank it, and Lu Jing replied with the word "read". After a while, the mailbox prompts that the email has been delivered.

The internet speed here in Jingheyuan is quite good, which is comparable to the R&D building of Jinghua Science and Technology Park. Before the construction of Jinghua Apartment in Yudong Town was completed, most of the executives of Jinghua Company lived in Jingheyuan. So all kinds of supporting facilities are very complete.

The mailbox that Lu Jing is using now is naturally a server set up by Jinghua himself. Because the email involves trade secrets, there is a possibility of leakage if you also use Yahoo Mail. After Xu Fangchao established the R&D Building, he immediately applied for a domain name, purchased a server, and built Jinghua's own mail system.

"Have you read the email?" Chen Xiao came out of the bathroom in a purple bathrobe, and her hair was still wet. The little pointed face was a shy crimson. Lu Jing, this guy, refused to leave here in the middle of the night, and he will definitely be bullied next.

Lu Jing looked at her delicate face and beckoned with a wicked smile, "I haven't read a few emails from Hu Wenxun." It is a matter of reporting on the tourism development of Baiyun Mountain. ”

He had taken a shower early, and the air conditioning was on in the room, and he didn't feel cold in his bathrobe.

Chen Xiao sat on Lu Jing's lap and asked him to hold and read the email. Feeling that the hard object raised his head on his hips almost instantly, his face couldn't help but be red like a glow. You can feel the heat of the thing through several layers of clothing.

Lu Jing gave up the mouse, held Chen Xiao's waist with both hands, and rubbed it a few times. Chen Xiao turned his head and kissed Lu Jing on the face, diverted his attention, and said, "Jinghua really wants to compete for the king?" (To be continued......)