Return To 1977 Chapter 947: Sixty thousand yuan
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"Director, you are right. Our 'Polar Bear' is very famous, and our products are indeed well-known in Beijing. But the problem is that our reputation is limited to key products such as soda and ice cream. This It doesn’t mean that every product of ours can be recognized by customers like cold drinks, otherwise we wouldn’t have an inventory backlog, right?”
"Yes, so far, our instant noodles have achieved initial success. Once launched, demand exceeded supply. But that's because apart from the 'Beijing Instant Food Factory' and the 'No. 2 Flour Factory', we are the third instant noodles in Beijing. Enterprises capable of producing instant noodles. The market demand is still greater than the supply. As long as the market is not saturated, this project will always be the main source of income for "Polar Bear".
"But I also want to remind you that success now does not mean success forever, and good now does not mean good in the future. People who do not think far ahead must worry about the near future. The situation facing the factory is actually very severe. Because of the cruel market in the future Competition will soon come at a rapid pace. Only by doing our best and using all means can we maintain our factory's position in the industry. Therefore, advertising is inevitable."
"I am by no means an alarmist to justify myself. Many people will say the words 'reform and opening up', but few people can objectively realize that this matter has two sides. As the old saying goes, There is no sweetness at both ends in sugarcane. What does reform and opening up mean? It not only stimulates economic development, but also intensifies competition and elimination in the market. It also represents the introduction of foreign capital and technology. Allow others to make money."
"Don't believe me, I speak with facts. Take our factory's main business as an example. Our factory is gradually losing its dominant position in the industry. According to data released by the bureau, in 1980, there were 125 cold drink manufacturers in Beijing. In 1982, there were 241 companies, and this year it has reached 494. What is this speed? Although these manufacturers cannot catch up with our scale, the number of ants is overwhelming. ”
"And they are very smart and do not make soda and popsicles, because they are iconic products with low profits and are not profitable. They focus on the profitable ice cream and ice cream. What is the result? A large part of the market, and It’s really been divided by these people. Don’t you think that the sales growth rate of our factory’s ice cream and ice cream is far slower than that of soda and popsicles, and it is difficult to keep pace with the market growth? Even the always popular “double”? Isn't "Bang" not as popular as in previous years?"
"For the same reason, I am sure that within two years or at most three years of instant noodles, a lot of brands will appear. This is determined by human nature. Most people are not willing to be pioneers. , no one is willing to take risks, but they are very willing to copy other people's successful experience, as long as they find that it is easy to make money from instant noodles, many people will flock to it like flies."
"To put it bluntly. Isn't it just about getting some foreign exchange? They are all state-owned enterprises, and everyone has the right to borrow money. The eight immortals cross the sea, each showing his ability. As long as you spare the money to buy an assembly line, anyone can make instant noodles ."
"Grain and oil? It's also not a problem. Although the food supply is still in compliance with the planned tasks, we have to collect food stamps to sell instant noodles. But grain and oil will definitely become more and more easy to obtain in the future. Even food stamps will have to be canceled sooner or later. ."
"I don't know if you, director of the factory, have paid attention. If nothing else, let me just say that now we go to the grain store to buy grain. It is no longer like in the past when we had to take the grain book and go to the fixed grain store to buy it. Nowadays, we go to the grain store to buy grain. You can buy it at any store, and the service attitude of the grain store is also good, which seems to attract customers. Do you know why? Let me tell you, it is because the grain harvest has increased year by year, and we are no longer short of food. ”
"Think about it again, will the threshold for making instant noodles still exist in the long run? Once more and more products exceed market demand, there will always be people whose products cannot be sold. But the problem is, don't look at you yet. We are starting to get ahead. But what is the difference between our instant noodles and other people's instant noodles? There is no advantage in the product. How can we ensure that others will buy your products and not others'? ."
"What's more, it's not just our domestic counterparts, there are more threats from the outside. As I just said, what does reform and opening up mean? It also means opening our market to foreigners. Think about it, If it’s a business that makes money, why don’t foreigners do it themselves? Especially the Japanese who are clever in this area have a criminal record and are the worst.”
"Just like during the Republic of China, the Japanese sold us textile and printing and dyeing machines and made a lot of money first. Then when the domestic textile factories opened, our capitalists sold everyone who could afford their machines. After buying it. They couldn't sell their machines anymore, so they started selling finished fabrics at low prices. They used the money earned from selling your machines to increase their capital, and the state subsidized dumping. As a result, cheap and high-quality Japanese fabrics were sold out. Our fledgling national industry was wiped out."
"To put it bluntly, these **** are selling our assembly line now instead of instant noodles. They don't have good intentions. They want to sell more machines to make a big profit. They still don't care about the trivial profit of three cents per pack of noodles. But it's really When the market potential is truly developed in the future and domestic grain and oil supply is no longer a problem, do you think the Japanese will be able to restrain their greed?"
"You know, we have all the advantages in terms of technology and capital. The machine is made by them. We can produce 100,000 packages in eight hours, and they can use the machine that produces 200,000 packages in eight hours. Do it. Or add more production lines. The soup recipes are already mature. Our chicken soup and seafood soup recipes are not all provided by others. If they do this, they will introduce new flavors. It’s a competition with us all at once.”
"The most important thing is the difference in business ideology. Look at the Japanese products on the market today. The same electrical appliances, no matter how expensive the Japanese ones are, still sell better than the domestic ones. The same watches, our 'Shanghai' ' and 'Shuangling' are no longer available for sale, but everyone is clamoring for their 'Citizen'. Why is that?"
"Don't tell me that the quality of Japanese products is good. The Peony color TV production line is imported from Japan. The quality has been inspected by Japanese people and said it is qualified. How is it different from Japanese products? But the price is not as good as Japanese parallel imports. Our all-steel watches also keep time, so what’s the difference between them and the Japanese ones? No one buys them when the price drops to more than 50 yuan, but the Japanese ones sell for more than 100 yuan.”
"Let me tell you, the so-called good quality is just a feeling that ordinary people can't see or touch. And this feeling is implanted by the Japanese through advertisements that you despise, like hypnosis. It enters the minds of ordinary people. But the advertising fees they spend can be added to the selling price of the products and earned back from us ordinary people."
"Finally, I want to ask you, are you afraid of such shrewd business rivals? If one day you have to have a close confrontation with them, can you rely on your current conservative business approach to win? Win? ”
Well, I have to say that Hong Yanwu’s words are heartbreaking.
It was like needles piercing Director Yang’s heart.
It made him feel itchy, painful and ashamed.
However, it is well-founded and thought-provoking. Director Yang really has to think about it and pay attention to it.
To put it bluntly, Director Yang is unlucky because he is a leader who really wants to do practical things.
No matter how much he wanted to be decent, he would not dare to take advantage of the public interest to lose his face.
So... so he, the factory director, could only endure the humiliation and bear the burden.
Director Yang is really good at it. He endured the "pain in the face" and immediately changed his expression to a pleasant one.
Come to Hong Yanwu for advice and suggestions in a polite and kind manner.
Hong Yanwu didn't take it too seriously. After all, Shui Qing was nearby, so he couldn't help but be disrespectful to the factory director.
He happily gave Director Yang a four-step plan.
First, what he means is that in order to distinguish instant noodles from other noodles, instant noodles must first create a unique brand image.
The name should be distinctive and catchy.
The outer packaging should also be distinctive, so that when people see their instant noodles, they will know it is a "polar bear" product.
Second, take advantage of the blank market and low competition to expand production capacity and seize market share.
The main point is that you have to be fast and race against time. Time waits for no one.
Don’t be like the manufacturers who are afraid of damaging the machine, don’t be anxious, don’t panic, and carry out production step by step.
We must recruit more people, work three shifts, and produce the most products in the shortest time to earn back the cost of buying the machine.
Then use the profits earned to increase the assembly line and surpass others in terms of production capacity.
The instant noodles produced must not only be sold in the capital, but also in Tianjin to help others identify the real blank market earlier.
Third, with the release of production capacity and the strengthening of market promotion, it is necessary to advertise and promote.
The purpose is to expand product visibility, accelerate people's awareness of their instant noodles, and then hypnotize customers.
Once customers form the understanding that their instant noodles are authentic, their products will have a competitive advantage on the psychological level of customers.
Fourth, while carrying out this series of crazy expansion operations, we must continue to develop new soup packets to increase the content of the soup.
It is best to imitate Japan and learn their hidden tricks first.
In that case, after two years, even competitors will appear all at once
But "Polar Bear" is already a big business, with brand advantages, production advantages, and the ability to introduce new products.
Who else are you afraid of?
With the move of a finger, you can make those new manufacturers miserable...
Director Yang's blood boiled with enthusiasm and he nodded frequently after hearing Hong Yanwu's clear-cut suggestions.
In this way, the matter of sponsoring the crew of "Journey to the West" was revived by Hong Yanwu's eloquent tongue.
Because when it comes to advertising effectiveness, where else can it be better than China Television?
And considering the time, when this drama can be broadcast, Director Yang will be able to almost recover the production line.
Suitable.
So in the end, after some bargaining, Hong Yanwu obtained 60,000 yuan from the crew of "Journey to the West", plus 200 boxes of instant noodles.
In addition to the physical pain of being unable to part with the good money, Director Yang also had very complicated feelings towards Hong Yanwu, which was difficult to explain.
How to say it? Think about it, he originally positioned himself as the political commissar Krechikov who led Xia Boyang to the right path.
But in reality, he, Krechikov, lacks talent and knowledge.
Not only failed to convince Xia Boyang, but Xia Boyang took the opportunity to teach him a lesson and had to flatter his subordinates. What does this feel like?
Are you aggrieved or not?