Coquettish Rebirth

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In August 1983, Eiji Toyoda, chairman of the Japanese industrial giant Toyota Motor, held a high-level confidential meeting, attended by Toyota's elite.Eiji Toyoda raised a shocking question: "After accumulating half a century of automobile R&D and manufacturing experience, can Toyota create a top-level car that can stand out in the world's car industry?" In other words, the direct rival of this new car It will be a famous European car brand that has been famous for a long time.

Toyota is preparing to compete for the high-end luxury car market, but Toyota is very aware of how much it has. Like most Japanese cars, Toyota and its brands such as Corolla, Crown, and Camry are "low-end, fuel-efficient, and cheap" in the minds of consumers. The image of "car" has been deeply ingrained.It is not easy to change the inherent concepts in the public mind, so Toyota launched a new brand Lexus for high-end cars.After several years of painstaking efforts and painstaking research, it was grandly launched and succeeded in one battle.Lexus cars also deliberately hide the company name, and the Toyota logo is not marked on the body, while other Toyota brands, such as Corolla and Camry, are marked with Toyota logos.This is a deliberate arrangement made by Toyota in order to prevent consumers from having a connection between Toyota's traditional brands and new brands, and to eliminate the marketing obstacles of Toyota's image to high-end cars.If Lexus is marked with the Toyota logo, or simply uses Toyota, Camry, Crown and other brands to promote high-end luxury cars, can it compete with BMW, Lincoln, Mercedes-Benz and other luxury brands that have long been admired by everyone?Coincidentally, when Honda launched a high-end car, it also adopted the new brand Acura, and deliberately concealed the Honda logo on the body. Japan has since opened the prelude to high-end cars.

This kind of hiding the original low-end brand and adopting a brand new one is one of the two modes for the low-end brand to climb up. The other mode is to forcibly increase the gold content of the original brand directly.Relatively speaking, of course, the first method is more convenient, so Jia Hongjian will suggest that Shanghai Jiahua adopt this method?

No, Jia Hongjian is going to suggest that Shanghu Jiahua should grasp both hands and be tough with both hands!After he finished writing the plan, he called Wang Koulan. On the phone, Wang Koulan was pleasantly surprised that Jia Hongjian could finish the plan so quickly, and she strongly suggested that Jia Hongjian come to the high-level meeting of Shanghai Jiahua in person. Show the solution for interpreting him.

Here, Wang Koulan "strongly suggested" Jia Hongjian to go, that is, she took the driver and went downstairs to Jia Hongjian's company to "kidnap" Jia Hongjian to leave.After Jia Hongjian got into the car, he chatted with Wang Koulan for a few words. During the chat, he suddenly found that Wang Koulan seemed very excited at the moment. She had a flush on her face similar to that of a little girl when she saw her boyfriend. , All of a sudden, she looks a lot younger.

What surprised him was that Wang Koulan didn't ask Jia Hongjian to reveal the content of the plan to her in the car, as if she was very patient and wanted to read it with her colleagues in the company.Not long after, Wang Koulan and Jia Hongjian arrived at the headquarters of Shanghai Jiahua.This headquarters is an old-fashioned four-story building. Upon entering the gate of this headquarters, Jia Hongjian found that the floor inside the company headquarters is only made of terrazzo, and the walls are ordinary walls. Basically, no decoration has been carried out. for old.

When he entered a room on the fourth floor under the leadership of Wang Koulan, he was surprised to find that the room was quite large, and there were already a dozen or twenty people sitting around the desk in this large room.When Jia Hongjian and Wang Koulan came in, everyone in the conference room looked at Jia Hongjian with hopeful and curious eyes, as if they were all waiting for Jia Hongjian!

This kind of scene made Jia Hongjian a little excited. After all, there are only a dozen people in Huaxia Hi-Tech's company, and everyone is either family or old acquaintances. Basically, they are like old couples, even Jia Hong Gradually showing off in front of them is no more exciting than touching your right hand with your left hand.But doing a report in Shanghai Jiahua is different!No matter what you say, this company is now the number one in the country. No matter how you say it, there are hundreds of workers here, so the situation is different from that of Huaxia Hi-Tech!

"This is Ge Wenyao, the general manager of our Jahwa..." Wang Koulan led Jia Hongjian to a middle-aged man who was a bit beheaded and introduced him.Before Jia Hongjian could say anything, the bald man immediately stood up, happily shook Jia Hongjian's hand and said excitedly, "Hung-chien, I just listened to Xiao Wang. I mentioned your energy! I heard that you arranged a series of marketing activities of Huaxia Hi-Tech, and even the marketing activities of four manufacturers including TLC, were you arranged?"

"Yes..." Just as Jia Hongjian nodded and admitted, before he had time to pretend to be polite and low-key, he just heard Ge Wenyao say excitedly: "Okay, good! To have such an excellent and talented marketing expert as Hongjian Come to give us a plan and explain it, this is our blessing to go to Shanghai! Hey, we old guys have all come out of the market economy system, and we really don’t have much experience in this completely competitive market economy. Next, we will invite the representative of our country's private enterprises, Manager Jia Hongjian of Huaxia Hi-Tech, to give us a class, everyone applauds!"

Amid the applause of a group of Jahwa executives, Jia Hongjian first handed over the original plan in his hand to the secretary for copying, while he himself stood in front of a blackboard and prepared to start the pre-heating scene. "First of all, I want to declare that I, Jia Hongjian, am not someone like Zhao Kuo who built a car behind closed doors. I have done a lot of homework on our Shanghai Jiahua factory. The predecessor of our Jiahua factory was Hong Kong in 1898. Guangshenghang Co., Ltd. was established, and then Shanghai Guangshenghang was established in Shanghai in 29 in the 1903th year of Guangxu..."

Jia Hongjian first used the family history he had obtained from Wang Koulan by cramping his feet temporarily to earn a lot of trust.By the time the secretary copied the manuscript and distributed it to each executive, the senior officials were definitely looking forward to Jia Hongjian's topic!

At this time, I heard Jia Hongjian say: "About our Jahwa, since we have redeemed the MAXAM brand, we must develop the MAXAM brand and develop higher-end brands at the same time, because those daily chemical companies in the United States are now They have entered China one after another. In addition to Procter & Gamble of Lingnan, companies such as Unilever have also entered. In the future, brands such as Pond's, Sunsilk, Olay, Pantene, Crest, and Colgate, which are popular in the international market, will gradually enter my country. , it can be said that our Jahwa will face very severe competition in the future, so I personally designed a whole set of plans for our Jahwa, first let us look at the plan for the MAXAM brand..."

Just hearing this, all the senior officials of Jiahua, including Wang Koulan and Ge Wenyao, were a little stunned.Why?Because they have never seen such a fast-paced lecture!Originally, their Jahwa internal discussions were basically the same as the style of state-owned enterprises in this era.But Jia Hongjian's style is completely different. He just talked a little "nonsense" in the beginning, and after the manuscript was copied, he went straight to the point without any nonsense. It can be said that It is forcing everyone to concentrate immediately!

"For the revival of the MAXAM brand, we need to highlight some advantages that consumers did not know. Why? Because consumers have been looking at the MAXAM brand for too many years. This is like an old couple who have been married for 20 years. It is really left-handed. Right hand, no matter how fresh you look! If an internationally popular brand comes at this time, it is basically like a young and beautiful girl coming to the unit, and it will definitely attract the attention of the old men. Then at this time How can the yellow-faced woman at home win back her husband's attention? Create novelty!" I have to say that Jia Hongjian's example is too close to the people. If it is too theoretical, those high-ranking officials may be limited by historical experience It may not be easy to understand, but using the example of a husband and wife, they all understand.

"Our MAXAM brand was once exported to the former Eastern Soviet Union, but not many consumers know about these things except the people in our factory and the relevant foreign trade outlets. So what can we do? We can find products from the 60s. Or the diplomats from the former Soviet Union and Eastern regions in the 70s. For example, in the 60s, the MAXAM products exported from China to Romania were snapped up by the local people. We can use this foreigner’s tone to tell our people how much MAXAM was before. Niu x, tell the common people through the tone of foreigners that in the past, our Maxam brand was China in the impression of foreigners, and the taste of Maxam toothpaste is the taste of China..."

sky!Ge Wenyao, the new boss of Jiahua, only felt an unprecedented excitement when he heard Jia Hongjian's general description, and the hairs on his body stood up several times!It can be said that he himself is more familiar with the MAXAM brand than anyone else in the country. For him, the MAXAD brand is more like a left-handed right-handed person, but Jia Hongjian's advertising idea alone can make him feel a Unprecedented freshness!

Then, Jia Hongjian spoke out his suggestions one by one, which directly shocked the hearts of those high-ranking officials.Originally, one or two of these executives didn't quite believe in Jia Hongjian, who seemed to have no hair on his face and was probably incapable of doing things.But after hearing his whole set of plans, they all directly overturned their previous suspicions. They were really excited and felt that if they followed Jia Hongjian's plan, they would not succeed because they themselves were too useless!

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