The film and television city starts from the courtyard

Of course, the county could not really watch the county brick and tile factory go bankrupt, so it could only invite brick and tile factories across the county to a meeting to negotiate the price issue.

Zhao Shucheng was too lazy to go, so he asked Lei Shigen to deal with it. In principle, they could reconcile and even agree on a common price with other brick factories, but they also had to make the attitude of the Lei family clear. If other brick factories continued to reduce prices and start a price war, then it would not be easy to mediate. One of them would have to go bankrupt.

The other villages all knew that Xiao Lei's family was now wealthy and powerful, so they naturally did not dare to continue a price war with Xiao Lei's family and agreed to Zhao Shucheng's request.

County Magistrate Xu originally wanted to ask Zhao Shucheng if he needed help solving the construction team's problem. Unexpectedly, Zhao Shucheng directly said no. He even said that they already had the qualifications of a technician, but were currently busy with Xiao Lei's own construction project and could not take on any outside projects.

After all these things were dealt with, it was time for the Spring Canton Fair in the blink of an eye.

The old branch secretary did not ask to go together this time. Instead, he wanted to stay in the village to take charge. So Zhao Shucheng took Lei Shigen and the person in charge of the bamboo weaving factory to the Canton Fair to look for new business opportunities.

Zhao Shucheng had actually noticed the problems with Xiao Lei's current development since the last time he encountered obstacles in purchasing rabbit hair. Although Xiao Lei's family had many enterprises, in addition to the bamboo weaving factory and the brick and tile factory, the prefabricated board factory was heavily dependent on resource providers. If they could not cooperate, they would definitely face shutdown.

Although the farm will not reduce production due to lack of resources, sales are a big problem. Although the purchasing station has opened up sales channels in Shanghai and does not need to worry about sales in the short term, there are still great risks.

Because Zhao Shucheng had already remembered that in 1985, rabbit fur in the international market would be unsalable. If he failed to prepare in advance, it would inevitably dampen the enthusiasm of breeders.

Zhao Shucheng clearly knows that most rabbit hair is exported, so the number of export orders will have a great impact on the price of domestic rabbit hair. He also knows very well that most of the current Angora rabbits are coarse-haired breeds, and in the future, they should focus on breeding slender-haired rabbits to get a better price.

However, these are not the most important. The most important thing is that in the 1990s, there was a sudden anti-fur movement in the world, "I would rather be naked than wear fur". This change changed people's attitude towards fur, which further reduced the market demand for rabbit hair and caused the price of rabbit hair to remain stable for a long time.

Therefore, if Zhao Shucheng wants to solve this problem, he must start from the source, cultivate Xiaolei's own rabbit breed, and have his own wool spinning enterprise so that he can process the rabbit hair himself, get rid of dependence on exports, and increase the added value of rabbit hair.

This time Zhao Shucheng came to the Canton Fair to see if there were any wool spinning machines that met the requirements, so as to build Xiao Lei's own rabbit wool textile factory. He had already figured it out, since rabbit wool can be used to make clothes, scarves, plush toys, etc., then if Xiao Lei's family had their own wool spinning factory, they could naturally develop these products.

What's more, these products can not only be sold in the county, city and province, but can even be sold across the country, and even participate in the Canton Fair and exhibitions to earn foreign exchange.

Zhao Shucheng discovered this time when he was arranging the booth that there are already booths selling similar products from bamboo weaving factories at the Canton Fair, and there may be more in the future. Sooner or later, they will have to face low-price competition from their peers.

Although Zhao Shucheng has long been aware of building Xiaolei's own brand, it cannot be ruled out that some customers will purchase low-priced bamboo products. However, this will lead to a problem, that is, Xiaolei's own products may not have as much sales as last time, and may even continue to decline in the future.

However, Zhao Shucheng had no way to prevent this kind of competition. If it was the bamboo weaving factory in Jinling County, there was still a way. However, Zhao Shucheng had learned before that most of the companies that brought bamboo weaving to the conference were not from Liangyuan City, or even from their own province. Naturally, it was impossible for them to reach any common price conditions with Zhao Shucheng.

You have to know that earning foreign exchange is a very important task in this era, especially for some counties and cities that have no other channels, and they have implemented a series of preferential policies. From tax incentives, even land incentives, and additional subsidies, the purpose is to allow enterprises to earn more foreign exchange. Therefore, some enterprises, even at the cost of losing money, have to sell products at low prices to earn foreign exchange. Anyway, there are subsidies, so there is no need to worry about the enterprise not being able to survive.

Zhao Shucheng couldn't do that, because they were a village collective enterprise and needed to be responsible for their own profits and losses. It was impossible to make a profit at a loss. Moreover, such low-price competition and over-reliance on exports would cause serious damage to brand building.

If Zhao Shucheng was only satisfied with making a quick buck, he could do so. But Zhao Shucheng didn't want to do so. Instead, he hoped to use the Canton Fair to establish Xiao Lei's own brand and plan for other industries in the future. Therefore, even if there were no orders, he would not reduce the price.

Lei Shigen and others became anxious when they saw that other companies were placing orders one after another, while Xiao Lei's family had only a few old customers purchasing from them.

"Secretary Dongbao, we can't go on like this. Other bamboo weaving factories have lowered their prices. If we don't bargain, those foreigners won't buy our products at all."

Zhao Shucheng glanced at Lei Shigen and the other anxious members of the Lei family, and said, "Why are you so anxious? In this price war, haven't we suffered enough from the brick factory before? If we lower the price here, they will definitely follow suit. Do we have to lose money to gain publicity too?"

"But what else can we do? How about we negotiate and everyone agrees on a reasonable price?" Lei Shigen said with a frown.

"Impossible. They have their own ideas. Besides, they are tasked with earning foreign exchange. It is impossible for them to agree to our request. Moreover, even if they agree, how do you know they will really give this price? We can't keep an eye on them. What if they turn around and lower the price and trick us?"

Lei Shigen scratched his hair in annoyance and said, "We can't just stand there and watch. If we can't sell much, how are we going to explain ourselves when we get back?"

Zhao Shucheng shook his head slightly and said, "Shigen, this is the second lesson I taught you. Price war is not necessarily the best choice. Instead, you can differentiate your competition and re-enhance your product positioning."

"Market competition is very cruel. You can never predict the strength and trends of your competitors. For similar products, in addition to price wars, you can also adopt asymmetric strategies to achieve product differentiation and positioning through asymmetry, change the situation of price competition, and make the price advantage of competitors invalid."

Looking at the confused Lei Shigen and other people in the village, Zhao Shucheng couldn't help shaking his head and said, "Let's put it this way. If you buy a watch, there are Shanghai, Seagull, and even foreign brands such as Rolex, Bulgari, and Enicar. Which one would you choose?"

Lei Shigen hesitated for a moment and said, "Of course it's Shanghai brand."

"Why?" "Because it's cheap. Seagull is good, but not as good as Shanghai. Foreign brands are too expensive. We can't afford them at all."

Zhao Shucheng nodded and said, "What if you can afford a foreign brand watch without any effort?"

At this moment, Lei Shigen and the others hesitated. Lei Shigen whispered, "Foreign!" Although no one else said anything, it was obvious that they all wanted to buy foreign brand watches. After all, they looked more prestigious.

Zhao Shucheng smiled and said, "So, they are all watches, and they all tell time, but when people have enough money, they prefer to buy big brands, even well-known brands at home and abroad, rather than brands from a certain place. Our products are the same. If we want to differentiate ourselves from those companies, we must have our own brand."

"Why do we ask everyone to weave our Xiao Lei's name into the products of our bamboo weaving factory? It is to build a brand so that users know that this is our Xiao Lei's product. They make agricultural products, and we make handicrafts. We are not in the same field, so it is impossible for us to lower our status and engage in price war with them."

"We don't want a price war, we want a value war. We want to build our own brand, improve our own value, rather than compete with other companies on price. Because if you lower your price today, it will probably stay that way in the future and won't go up any more. On the road to building your own high-end brand, you must be able to endure loneliness and don't be afraid of not having orders. As long as you hold on, you will always reap rewards."

Zhao Shucheng wanted to give them some examples of foreign luxury brands, but after thinking it over, he gave up. After all, what he had said now was enough for them to digest for some time.

Not far away, a foreigner suddenly clapped and said to Zhao Shucheng, "I didn't expect to meet someone who understands brands so well here."

When Zhao Shucheng heard the other party speaking fluent Chinese, he hesitated for a moment and started chatting with him.

Through conversation, I learned that the other party is an expert on China and loves Chinese culture, so he taught himself Chinese. He is even a member of the company that came to the Canton Fair to exhibit.

In fact, he was also struggling at the beginning about which one to choose when purchasing bamboo weaving this time, but after hearing what Zhao Shucheng said, he knew that Zhao Shucheng was planning to build his own brand and wanted to make bamboo weaving products like works of art, so he naturally knew the information contained in it.

I know the difficulty of building a brand, but I am more aware that once a new brand is established, their initial products will be more collectible due to quantity limitations, and may even be more expensive in the future.

So he needed to understand Zhao Shucheng's true thoughts, whether he really wanted to build his own brand or was just talking about it. But after chatting with Zhao Shucheng, he found that Zhao Shucheng was knowledgeable and very different from his impression of Chinese people.

Many of Zhao Shucheng's business ideas have exceeded his own expectations. He even feels that if Zhao Shucheng really does what he says, he may witness the birth of a new luxury brand. Even his own gains this time may be these exquisite-looking bamboo products.

After Zhao Shucheng talked a lot with the other party, the two of them quickly signed a large order. At this moment, a group of Arabs wearing headscarves came from afar. They were also inspecting the goods. When they saw the bamboo weaving at first, they were indeed a little tempted, but when they heard the price, they frowned.

But when they walked to Zhao Shucheng's side, they frowned even more after seeing the products of the bamboo weaving factory and the prices. Because in their opinion, the price here was several times that of other products.

But when Zhao Shucheng took out a kettle and poured water into the vase and even the bamboo basket, not a drop of water came out, which immediately attracted the other party's attention and was very surprised.

In the next few days, many foreigners came to Zhao Shucheng's booth. Zhao Shucheng explained to them until his throat was smoking.

However, hard work pays off. The products of the bamboo weaving factory are indeed very attractive. Coupled with the brand concept promoted by Zhao Shucheng, many generous customers placed orders. There was even an Arab prince who couldn't wait for the order to be delivered and directly announced that he would buy the products brought by Zhao Shucheng and others at a high price after the Canton Fair ended.

Lei Shigen and others looked at the orders that were completed one by one, smiling from ear to ear, showing their big white teeth to everyone they looked at.

After returning to the guesthouse, the young people in the village surrounded Zhao Shucheng in three layers and asked:

"Secretary Dong Bao, how many orders have we received this time? Can they meet our production for half a year?"

Zhao Shucheng smiled and said, "Of course there is no problem. We don't even have to worry about sales for the production in the next year."

The young people suddenly burst into suppressed cheers, fearing that people outside would hear them.

"That's great. Now our village doesn't have to worry anymore. I didn't expect this thing to make so much money. Otherwise, we..."

Zhao Shucheng saw that they seemed to want to expand production, and even the whole village was engaged in bamboo weaving. He couldn't help but say, "Calm down. You are so excited about this achievement. How can you achieve great things in the future? Besides, you have seen this time that bamboo weaving products in other provinces have also begun to appear, and the prices are even much lower than ours. We will face severe competition in the future. This time I have found a wool spinning machine manufacturer. In the future, our village will have its own wool spinning factory to produce rabbit wool handicrafts, clothes, scarves, etc."

Lei Shigen was stunned for a moment after hearing this, and said: "Secretary, do we want to set up our own factory?"

"Of course, I understand it now. The price of agricultural products cannot be raised. We still need to develop industry to make more profits. We will not compete with state-owned woolen mills. We will focus on foreign trade orders, earn US dollars, and continuously improve the technical content of our products, thereby widening the gap with other factories."

"But can we compete with other factories?" Lei Shigen and others hesitated. (End of this chapter)