After returning to Guangzhou from Qingdao, Mr. Fu said to Ning Qian: "What you are doing now is called trade marketing, and you will be in charge of this work in the future!" Mr. Fu explained that trade marketing is channel marketing, which is not to sell goods directly, but to establish channels and promote sales through the organization of marketing activities. Ning Qian summarized the work of the previous paragraph:

Step 1: Find a local team that can fight for us - distributors;

Step 2: Invite major local retail, accommodation and catering, leisure and entertainment customers to hold a high-level press conference to reach out to all major channel providers;

Step 3: Persistently organize the three kinds of tea magic free drinks in retail outlets;

Step 4: Start in the field of accommodation, catering, leisure and entertainment customers, and do brand marketing. This step has not yet begun.

Mr. Fu asked Mr. Lei to give Ning Qian two assistants - soon in place: one is his niece Yu Li Judy, recommended by Vice President Yu, the retired leader of Platinum Boat, and the other is Yi PingSpring, a senior sister of Ningqian University and the 12th Department of Platinum Boat Comprehensive Trade. The two girls are tall, Judy is more than 1.7 meters, Spring is also more than 1.65 meters, Judy looks heroic, Spring looks cheerful and sunny, with these two capable leaders, Ning Qian is like a tiger with wings. Where's the next stop? Ning Qian thought about it repeatedly and felt that she should go to Hangzhou.

Hangzhou's Longjing is famous all over the world, and if this tough battle can be defeated, there will be no market that cannot be conquered. Ning Qian began to investigate the way of life of the people of Hangzhou. When she was on a business trip to Shanghai, she deliberately took Spring around to Hangzhou and followed ordinary young people in Hangzhou to see where they went in a day.

Soon, she drew a map of the battle: the vertical axis was the timeline – the different times of the day – and the horizontal axis was where they had been. Soon, the battlefield was locked: retail was dominated by department stores and supermarkets; Catering and leisure will start with four- and five-star hotels, karaoke, disco, bars and other nightclubs as the first stage of breakthrough, and then fully cover all catering channels – even food stalls with only two tables will be on the board, and office buildings will be attacked again.

The breakthrough has been found, and the platform for leveraging the power – where are the dealers? At this time, the Guangzhou headquarters received a letter, the handwriting of this letter was written by a person with profound calligraphy skills, this person said that his name was Jin Yue, a veteran, who had just opened a trading company and was looking for business.

Jin Yue said that he drank a cup of black tea brewed with a bag of Lipton tea bags in a five-star hotel in Shanghai, which cost 18 yuan, and then he ran to the imported supermarket to see that a large box of 100 bags only cost 68 yuan, which means that a tea bag that can be bought for only 6 cents and 8 yuan can be sold for 18 yuan when it arrives at the hotel! What is the profit margin here? He was stunned, so he wanted to be an agent in Hangzhou. On the same day, Bao Xiaolu, the business leader of Zhejiang Trade, the largest commercial state-owned enterprise in Zhejiang, also called Lipton's Guangzhou headquarters to apply to become an agent in Hangzhou.

Since it is such a coincidence, there are such two people when Ning Qian is looking for a cooperative dealer, so you must hurry up! She applied to the PT, and she brought Jerry, the sword brother, to talk to the two candidates separately to assess their strengths and possibilities, and at the same time, asked the PT to authorize her to follow her plan as soon as she felt it was suitable.

Since PT in Qingdao suddenly asked her why she was so bold and held a press conference for dealers on her own, Ning Qian also analyzed with PT: Since Mr. Fu and you have agreed to Chengdu's approach, it shows that this model is replicable and operable.

However, PT reminded correctly: talking to the boss more and reporting more is an important task for subordinates, so that the boss feels that everything is done under his instructions, things are done well, the boss is also very bright on the face, the boss is well aware of the actions of his subordinates, and has a more controllable sense of security.

The office building of Zhemao is located in the center of Hangzhou, although it is old, and the wall paint is a little peeling, but it is spacious. Although Bao Xiaolu does not have an independent office, his department has a large area, and only three or five desks are placed, not to mention office and playing.

Bao Xiaolu is thin and tall, with slender and long eyes, probably because his mouth is too small, has low energy consumption, and runs fast, and he speaks very neatly. "Lipton's project was reported to the leader and applied, and our leader immediately approved it, and the leader always believed in my vision."

At that time, he was in charge of several domestic food and edible oil distributors in Hangzhou. I already have a very deep understanding of brands and channels, and it is very easy to chat. Bao Xiaolu said: As soon as Lipton's goods arrive, they can spread them down the original channel and see immediate results.

Jin Yue's company is in an extremely remote suburb, with a front store and a back warehouse. The shop is very small, and it is crowded with five or six people at the same time, and there are two desks in the warehouse at the back, no one is a fixed seat, who is sitting and whom, when Manager Jin is there, basically everyone else is standing.

As soon as Ning Qian and Jerry came in, they hurriedly went to the next door to borrow a few chairs, and the important people sat in the back warehouse, and the others sat in the store outside and poked their heads in to listen. Jin Yue took out a stack of paper and said to Ning Qian: "This is the plan I wrote, how to quickly increase Lipton's popularity in Hangzhou." ”

Ning Qian took it and turned over the pages, which were articles he wrote from different angles, including the comparison of Chinese and Western tea cultures, and the different attitudes of young people and middle-aged and elderly people towards drinking tea. His methods can be summed up: first, write a large number of articles and find the media to publish them, and second, let the Lipton Company make dozens of larger bags with Lipton's advertisements that are extremely eye-catching, and he plans to let his employees and their families, each carry this bag around the streets and alleys of Hangzhou, so that people on the road can see Lipton's advertisements in this way.

After talking with these two, Ning Qian did not say on the spot whether to do it or not. She promised to have another round of communication with them tomorrow, so that they could update their original ideas on the basis of today's exchanges. Ning Qian asked Jerry: What choice would he make? Jerry said without hesitation: "I will definitely choose Manager Bao." They have strong strength, and they already have rich experience in doing brand agents, and the channels and teams are ready-made, and there are sales at the beginning. Manager Jin's company, don't think about it, it's really too weak, it can be said that there is nothing to want. ”

Ning Qian sorted out a table of the situation of the two families, added her own opinions, and faxed it to PT to let PT confirm whether it was feasible, PT read it and felt that it was not very good, so he went to ask Mr. Fu, Mr. Fu saw it, smiled, and said to PT: "I think we should let her try, she can always see what we can't find." ”

With the support of PT and Mr. Fu, Ning Qian made an appointment with Jin Yue the next day to meet at a very typical food stall. Jin Yue felt very strange, although he himself had been eating in such a place. Ning Qian asked him, "Do you know why I asked you to come here?" ”

Jin Yue looked very ashamed, rubbed his hands and said, "Miss Ning, do you think I can't afford to consume a product like Lipton?" Ning Qian shook her head: "I hope Lipton can become popular in such a restaurant." Jin Yue was taken aback: "No, Miss Ning, how can you do this?" Lipton is the standard for star-rated hotels, how can it be sold in this kind of place? ”

"Star hotels also want it, and so do it here." Ning Qian was still so calm and firm. Her eyes made Jin Yue not know how to refute.

"Lipton, to be a way of life for young people, wherever there are young people, there must be Lipton."

"You also said that tea bags can be sold for eighteen yuan in a star-rated hotel. The wholesale price of a box of S100 we sell to the food stall owner is less than six cents and eight, and we push two services: two tea bags to brew a pot, sell it for three yuan a pot, give a table of people unlimited refills to drink, and a single cup for two yuan, do you think young people can accept it? The boss is not happy? ”

Jin Yue was still thinking, Ning Qian took out a box of Lipton's S100 from her bag, and walked to the food stall owner with a smile, Jin Yue watched her say a few words to the boss, and began to brew tea with their glasses, the boss's eyes widened more and more, and he quickly paid for this box of tea.

Ning Qian said to the boss: "Boss, you just need to call us to continue to order, we will send you a menu with our Lipton logo, glass, you don't have to spend money to buy it yourself, we Lipton will give you a bag, okay?" The boss was overjoyed: "Is there such a good thing?" We use a small amount of menus, which is very expensive and difficult to buy. The glass often breaks, the amount used is very large, and it is not a small expense, if you do this, you will help me a lot! ”

"Then when we bring Lipton menus and cups, please ask the boss to hang some hanging flags and put up some posters, so that your hot tea will sell better."

The boss said repeatedly: "Okay, okay, you guys hurry up and hang it, hurry up and post it, hurry up and send the menu and cups over!" ”

Jin Yue's heart was up and down, he really never expected that there would be this way of selling things.

Ning Qian took out his battle map: "Manager Jin, you used to be a soldier, I hope you can come to help us fight this battle, a battle to capture the market quickly." We don't want to sell goods simply, slowly and leisurely, we want to let the whole city of Hangzhou know that Lipton is coming! We don't have many people, so we can only rely on using our brains, figuring out ways, breaking our legs, and sweating profusely. ”

"You and your team, there are only a few people, in fact, they don't meet the standards of our preferred dealers, so we will choose another Zhejiang Trade as our retail and star hotel channel dealers, but I believe in you, I hope you can carry out our battle plan and take down all nightclubs, restaurants and office buildings except hotels."

"I know that you have also been engaged in propaganda and reporting work in the army, and the articles are very well written, and you will definitely grasp the scale of the topic, attract attention but not be disgusted, and seize the high point of public opinion with virtue and strength. Would you like to join the fight? ”

Jin Yue's eyes almost erupted with fire, he clenched his fist with his right hand, hammered his chest and said, "Miss Ning, don't worry, you believe me, I won't let you down!" As long as I, Jin Yue, and I will fight to the death to win this market! ”

Bao Xiaolu heard that Ning Qian also chose another little-known dealer and wanted two to do it at the same time, so he felt very uncomfortable, but when he heard her say that the channel distribution, he was relieved: the other one made it is not a place where things can be sold, the meat is in his mouth, and the bones are thrown to that family, it is okay.

Lipton quickly set up the Hangzhou office, and Ning Qian stayed here, taking Jerry, the Hangzhou office, Spring and Judy, to start the battle. During the day, they run supermarkets, hotels, and office buildings, and at night they run nightclubs and restaurants.

The most popular are Disco and karaoke, and the lottery at 0:00 every night has become Lipton's signature activity, and the prize is a sign of taste - Lipton black tea. In the dim light, you can't tell what drink you order, but if you order Lipton black tea, no matter how dim the light is, Lipton's tag is so flamboyant, as if to greet everyone who walks by: "Look, how tasteful I am, how fashionable I am!" ”

Returning to the residence at two o'clock in the morning and going out again at eight o'clock in the morning, no day and night, no weekends and holidays, this is the daily routine of Lipton Channel marketing, sales and dealers.

Under the leadership of the retail team of the Lipton office, the Bao Xiaolu team shopped in the supermarket, making special shelves, stacking displays, and giving away drinks; Under the leadership of the office user group, Jin Yue's team worked hard to promote various service plans, hang hanging flags, paste posters, delivery cards, and cups in hotels and restaurants.

Jin Yue's article is very topical, and even caused a war of words in the media, but the angle is ideological torture and thought-provoking. The people in his company are all very diligent, according to the visit schedule of Ning Qian and Jerry's training, they follow Judy and Spring every day to develop customers and complete POP layouts. This kind of popularity in the whole city even triggered a media controversy of "Lipton entrance, Longjing washing hands".

The supreme market for tea has finally been beaten! Ning Qian was in the office of the office, and before she had time to celebrate with her partners in Hangzhou, she received a call from the Guangzhou headquarters, saying that there was a major personnel adjustment and asked her to go back to the meeting quickly. What's going on?