The crushing tactics of the DG Group in this round are divided into two steps.

The first step is to focus on promoting the ZAMON brand and making it the most influential luxury brand in China.

Of course, this step actually loses money. After all, the luxury consumer market is very limited, but foreigners are also well aware of the principle of "losing money and making money", so as to ensure that almost every Chinese knows ZAMON and DG Group.

The second step is to make a concise corporate image advertising film. Put zamon and other second- and third-tier brands together and let everyone know that they are all famous.

It's like we all know that Porsche makes sports cars, and one day when it makes a bicycle, we think: Oh, that's a Porsche bicycle, and the level of craftsmanship can't be any worse.

The DG Group takes advantage of this mentality.

As for why it has to be done in two steps? This follows the simplest rule of advertising communication – the less you disseminate, the more your audience will receptive. At a time, consumers can only be impressed by one concept that can be instilled in them.

A few weeks ago, Charles had just completed the first step and was about to transition to the second step.

Everything seemed to be going so smoothly - Zamon was moving steadily as planned; Sales also increased across stores and brands; There is also good news from the investment company - they have taken control of a part of the equity of Ida. This will also be very helpful for his side to compete in the market. Even across the ocean, in the United States, where sales of zamon, which has always been stable, have increased significantly recently — almost like a harbinger of some kind of triumph.

But at this juncture, something very important happened.

——

In the eyes of Chinese luggage companies, Charles is a giant crocodile who has come to grab the market.

But in the eyes of the employees of DG China, this middle-aged Australian is actually a very amiable, hard-working and conscientious man, and even a cute man.

As long as he is free, he will go deep into various departments and talk to every employee; We will also invite our partners to the office and give them Australian kangaroo dolls. Therefore, he has been in China for more than half a year, and as long as people who have interacted with him, they have a good evaluation of him.

However, it is precisely because of his delicate style of dealing with people that he can grasp more key information, which is very helpful for him to make decisions.

Therefore, those who are familiar with him know that he is not only an easy-going and lovely man, but also a decisive and wise man.

That afternoon, he sat in the office of the marketing department, chatting with a few young Chinese employees. Among them, there are fresh graduates recruited by DG, and there are also talents poached from other companies - Xinbaorui and Aida have them.

Know yourself and know your opponent, and you will not be defeated in a hundred battles. Charles felt that this sentence was well said, so when he first took over DG China, he asked the human resources department to extensively explore talents within the industry. Now it really comes in handy.

At this moment, a girl who jumped from New Baorui is making fun of the boy who came over.

"You're hurting that trick too." She said, "Holding Mingde, as a result, our new Baorui has done Shaying so well, and finally made a wedding dress for you." ”

The young boy just laughed.

In the last bloody business war, others may not know the reason. But these employees are all in the market, so they naturally see it better than others.

Charles has seen previous news reports, but only to get a rough outline. So he looked at the boy with interest: "What kind of process is it?" ”

——

Charles returned to his office with very mixed feelings.

Because he found that he completely underestimated Li Zhicheng.

Just now, the gossiping descriptions of several Chinese employees made him very clear about the process of the last round of business wars. Under his questioning, the Chinese employee told him about the previous battle between Aida and Sim Meiqi.

Charles is a man who has a knack for detail. He quickly discovered a fact: that is, every time, Li Zhicheng would throw out the bait and take the initiative to provoke the opponent. Then the opponent naturally follows common sense and strikes him back.

As a result, he fell into the trap of Li Zhicheng. His Aida looked like she was slumped and temporarily suppressed. But in fact, he deliberately led his opponent to do so.

Then after a period of time, Li Zhicheng used a killer weapon to completely defeat the opponent. And he still uprooted that kind of defeat, and the other party could no longer fight against him at all.

……

How familiar did the first half of the process feel?

Isn't that the current situation of him and DG China!?

Although the above is all speculation, Charles was still shocked into a cold sweat. As we said earlier, talented leaders tend to have a very sharp intuition when it comes to making decisions, rather than relying solely on data. Ning Weikai is like this, Li Zhicheng is like this, and Charles can sit in his current position, and the same is true.

This afternoon, Charles locked himself in his office and saw no one. But he thought about it and meditated hard, but he still couldn't figure out what Li Zhicheng would do.

But he still found the pattern - that is, every time Li Zhicheng counterattacked, almost always grasped the opponent's own fatal weakness, so the opponent could not fight.

For example, in the first battle, Si Meiqi was trapped in the terms of the Mingsheng project and could not compete with it in time, so the blockbuster mid-range leather bag market was taken away by Li Zhicheng;

For example, in the second war, the Shaying brand and Mingde fabrics were firmly tied together. At the same time, the new Baorui contradicts itself, and its new brand has wiped out the leisure bag and outdoor bag market.

……

Where is the weakness of DG China now?

Charles thought about it, for a world-leading excellent company like DG, if you insist on finding weaknesses, there is only one -

Chen Zheng.

The idea must have been, Charles called a few old subordinates brought from Australia.

"Lately you've been observing Ben and seeing what he's up to. Headquarters also wanted to see if he was fit to remain in the position of general manager. However, this matter should be carried out in secret, and it is best to find a few Chinese employees to cooperate, after all, you are not locals like me, and you are too conspicuous everywhere you go. ”

The old subordinates all agreed.

A few days later, they brought Charles a shocking piece of news. After hearing this, Charles almost burst into a rage, and immediately shouted: "Call Ben to come to my office!" Immediately! ”

——

Although Chen Zheng is in a high-level business war, his head is really not a bright light. But he does have his own hand in engaging in dirty things in the camp. At that time, he planted his eyeliner in Xinbaorui and Ida, and at this time, DG China was his parent company, which was both a help and a constraint, so of course he also installed people.

So on this day, before stepping into Charles's office, he received news that Charles was furious, and it was likely related to the batch of leisure bags with quality problems.

Chen Zheng chuckled in his heart.

But it was only a moment, and he stepped into Charles's territory as if nothing happened.

"Hey, boss." He greeted Charles, who was sitting in the boss's chair with a gloomy face, with a grin.

Charles' lungs were about to explode. He is actually a person who is very good at interpersonal relationships, but it doesn't mean that he has to restrain his temper in front of his subordinates.

Especially a subordinate he doesn't look down on, but he can't get rid of it for the time being.

"You are still selling those substandard leisure bags?" He asked almost word for word.

Chen Zheng: "What? Of course not, I don't understand what you're talking about. ”

Charles never expected him to deny it, it's so shameless!

“ben！ I told you clearly, that batch is no longer for sale! However, my staff saw that they were still on the shelves in many remote stores! Could it be that you Chinese carry out the orders of your superiors like this! I just can't understand it! I'm going to complain to the US headquarters! You are a grave dereliction of duty! ”

Chen Zheng was stunned for a moment, showing a puzzled expression: "Charles, there must be some misunderstanding here." Isn't it...... Someone in the store below didn't obey my order and secretly took it out and sold it? Don't worry, I will definitely investigate this matter to the end and give you a satisfactory answer. ”

Charles: "......"

After a while, he calmed down.

He thought that the development of DG China is inseparable from Chen Zheng and Xinbaorui. Now that this matter has been discovered, it can be remedied. As for the complaint, he can wait until next year, when the business is stable, and then replace Chen Zheng.

So he changed his tone to a more serious tone: "Ben, I don't think you thought you would be at all about how dangerous this matter was for us. He told Chen Zheng about his analysis of Li Zhicheng in the afternoon (of course, he didn't say that Chen Zheng was the only weakness). Then he said: "If Li Zhicheng finds out about this, he can use it to attack us, and then the corporate image that we have just accepted with Chinese consumers will be greatly reduced." At that time, not only the second- and third-tier brands of DG, but also your brand of Maggie will not be able to turn over, and even the image of Zamon will be affected. Then we're going to lose! ”

Chen Zheng's heart shook when he heard this.

The horror he felt in hindsight at the moment was far better than that of Charles this afternoon.

Because he has always had a doubt in his heart, a vague thought - why did Li Zhicheng launch a new brand first when he produced all this large number of leisure bags? As a result, a large amount of his inventory died in the warehouse, and his cash flow was completely broken. If it weren't for the opportunity of the acquisition of DG, he Chen Zheng would have gone bankrupt by now, and might even be in prison because he was unable to repay his debts.

Now that Charles is so little, he suddenly figured it out - Li Zhicheng must have secretly controlled all the movements of Si Meiqi, or through eyeliner, or other means, in order to pick the timing of the attack so accurately.

This man is really ruthless. He made up his mind to make him Chen Zheng ruined and unable to turn over!

And what Charles just said is not unreasonable. Since Li Zhicheng can accurately grasp his production progress, it is likely that he also understands the quality problems of this batch of products. This will really give them a fatal blow in the near future, as Charles said.

Chen Zheng was also shocked into a cold sweat.

Seeing his expression, Charles knew that his words had an effect, and he did not hold him accountable for the time being, but said solemnly: "Ben, please deal with this matter immediately." ”

Chen Zheng nodded: "I will definitely deal with it immediately." ”

Charles was satisfied.

The two discussed in the office for a while. At first, Charles thought that all the products sold should be recalled and consumers should be compensated for losses, but Chen Zheng strongly disagreed. He doesn't think there's much of a problem with the appearance of the bags, and consumers may not be able to notice them. Moreover, DG has just entered China, which will seriously damage the corporate image.

Charles was stunned because he felt that if there was a problem, he should be recalled, which was completely contrary to his usual principle of good faith. But he really can't risk his corporate image.

At this time, Chen Zheng advised him: "Charles, follow the customs, you must adapt to the competition of the Chinese." You are of noble character, and if others use intrigues and tricks, you will suffer great losses. ”

In the end, Chen Zheng came up with a way to do it once and for all: sell that casual bun brand to other small businesses at a low price secretly. Preferably a township enterprise.

Because the quality of their products has always been inferior to that of giants like their boss Maggie Ida, they will not find fault with this batch of products. Moreover, their corporate image has always been poor, and their strength is weak, even if something goes wrong in the future, it is logical to put the blame on them. Black can also be said to be white, and they have no power to fight back.

Charles applauded, and the matter was settled. It's just that in the next few days, Charles still feels a little ashamed in his heart every time he thinks back to this "very despicable" approach.

But after a long time, he slowly forgot about it. When he thought about it later, he also felt that it was nothing more - in China, he did have to be flexible to adapt to this immature but extremely fierce and cruel market.

——

Ten days later, the casual brand was successfully sold.

Chen Zheng did not show up in person, according to the subordinate in charge of the matter, the person who bought the brand was a rustic small farmer entrepreneur, and he was even "quite satisfied" with the quality. His subordinates visited his factories and enterprises, and his products were basically sold to third-tier cities and towns in China. It is very safe and will not affect the main market of Simage.

This matter is temporarily resolved. But now, Chen Zheng is facing a new problem.

Because according to the careful estimation of the henchmen, after selling the leisure brand cheaply, Si Meiqi will not be able to achieve the set performance target by the end of the year. Even if in the next few months, the Zamon brand brought Si Meiqi to life, but the loss in the early stage was too large, and I was afraid that it would be difficult to turn the tide.

According to the management agreement signed between China and foreign capital, if Si Meiqi fails to achieve the goal for two consecutive years, Chen Zheng will be dismissed.

This situation made Chen Zheng very annoyed. Because who knows if Charles will stumble him again next year? This foreign devil is very good, and now he has learned badly, and he has begun to send people to spy on him.

After learning the hard way, Chen Zheng had a bold idea.

For him, maintaining Si Meiqi and his position is more important than the overall performance of DG China.

He decided to kill two birds with one stone.

——

A few days later, Chen Zheng went to Charles's office again. But this time, he took the initiative to go. The line is hurried and the expression is solemn.

He didn't even knock on the door, ignored the secretary's obstruction, rushed in directly, slapped the table, and shouted angrily: "Charles, we have been plotted by Aida!" ”

Charles was amazed.

Chen Zheng immediately explained the "original situation" to him.

According to him, early this morning, he received an urgent report from the production management department, claiming that the production line had been tampered with, and a large number of DG brand leather bags that had been rolled off the production line all had quality problems.

Charles was speechless in shock.

The two quickly rushed to the workshop, looking at the mountains of substandard products, Charles was so angry that he couldn't speak. The two transferred the surveillance video to check, but found that it had been dealt with, and no illegal operations and suspicious characters were photographed at all.

Charles was very, very angry, he had never met such a shameless competitor. But he still felt a little wrong in his heart, so he asked Chen Zheng: "Are you sure that Aida did it?" ”

Chen Zheng nodded: "Of course." They used to do that a lot when we competed. And Li Zhicheng is a person, what can't he do? That Lin Qian is not a good thing, you look at those advertisements she planned, how shameless! This matter will not come sooner or later, our business has just started, and it will come soon. Their intentions are very obvious. If I hadn't found out earlier, I'm afraid all the products would have been spoiled by them! ”

Charles was convinced and nodded hatefully.

Chen Zheng asked again: "Will this matter be reported to the headquarters immediately?" ”

"No!" Charles blurted out almost immediately.

In recent days, the market momentum has been very good, and DG has a tendency to be on a par with Chinese companies. He has just received a commendation from the headquarters and is about to take the crucial second step. If this incident breaks out at this juncture, the headquarters will definitely blame him for poor management, and various support policies will be discounted.

Chen Zheng laughed secretly in his heart, what he wanted was Charles's concealment, so that the handle fell into his hands. In the future, he will be a grasshopper in a boat, and as long as Charles is safe, his position will be secure.

He asked anxiously, "What then?" ”

Charles interrupted him: "I'll take care of it!" Although there was a problem with this batch of goods, it was only a problem of a sub-brand. We can hold off on its rollout without affecting the overall strategic layout – that's it. ”

"Okay, it's better for you to take a long-term view." Chen Zheng showed a helpless look.

After a while, Charles suddenly raised his head and asked him: "You said last time that making the relationship between Lin Qian and Lin Mochen public can effectively hit Aida and Li Zhicheng...... How are you going to do it? ”

The author has something to say: Happy weekend everyone~

Write a small theater and put it on for a while.,Before 5 o'clock.,Three books unite the men's palace of the small theater~ 166 reading network