1988: Back to the human world for a few years

Chapter 145: Fantastic Thoughts (2)

As he spoke, Yang Mo carefully pressed Miss Mu's hand, and only breathed a sigh of relief when he saw the hare mixed with the strong smell of white wine was put back into the basin: "Operation is a systematic and complex project. Not all projects have to pursue obvious economic benefits as the first goal!"

"It's just like playing chess. Each piece has its own purpose. You don't have to eat your opponent's piece. In fact, anyone who knows how to play chess knows that sometimes a piece that just sits alone in a corner like a dead chess piece can play a very important role."

Mu Liya glanced at the big hand on her wrist and snorted softly. She didn't pursue the fact that this guy had taken advantage of her unintentionally. Instead, she pondered for a while: "You mean... this herbal medicine chain project can help our Chinese medicine products enter the island market better and faster?"

Yang Mo nodded: "Under the Darkhound Principle, people's cognition is limited and easily biased... No matter how popular the Lianxiang Powder that you and Tu Yatou have restored is in the island country, in the perception of consumers, this is just a slightly niche single product, and they don't really have much recognition for orthodox Chinese medicine... You must know that the Kampo medicine that the island country vigorously promotes in its own country is still Chinese medicine in essence, but because they use a lot of modern extraction technology, in terms of publicity, it has been clearly separated from our country's Chinese medicine. Therefore, you can't wishfully think that in the minds of consumers in the island country, Kampo medicine is equal to traditional Chinese medicine;"

"In fact, if that Lianxiang Powder really becomes famous, and we don't have a second, third, or even tenth Chinese medicine brand that sells well in the island country, from a macro perspective, it would be a very bad thing."

Yang Mo shrugged his shoulders and said in a very strange tone: "Just like when people mention Tianzhu medicine now, they think of Shenyou; if Lianxiangsan is the only Chinese medicine product that stands out, then when consumers in the island country mention orthodox Chinese medicine, they will think of Lianxiangsan, and form a stereotype that orthodox Chinese medicine = Xiangzu powder, which will be bad."

"In fact, this is also why you felt that the first contact with Tsumura Corporation went smoothly... In this kind of systematic business behavior, which is essentially a cultural war, the success or failure of a single product is not enough to affect victory or defeat. In many cases, it will become a shackle for future development!"

"In other words, Tsumura Co., Ltd. doesn't care whether your Lianxiang Powder can be successful or not... They even hope that you can succeed, and then they will block your subsequent products that you want to share sales channels with, and find all kinds of reasons to delay time... It was not until the consumers in the island country formed a stereotype about orthodox Chinese medicine that they gradually let go!"

At this point, Yang Mo snorted twice: "Don't underestimate the companies of island countries... European and American countries are good at scheming, and there are chaebols that have been planning for a hundred years, but they are only a minority after all. Most European and American companies are still very rough in the management of the situation... But the companies of island countries that belong to the same East Asian cultural circle are different. They are better at forbearance, and are also better at biting you when you are not paying attention."

Although Mayinglong, which started out as an eye dropper at that time, had not yet been equated with hemorrhoids, Tianzhu, which had obtained patent authorizations from a number of European and American pharmaceutical companies, was too famous for its magic oil, causing the Chinese people to simply not believe that this neighboring country had better medicines. However, Mu Liya knew this.

The hairs on her back stood up after hearing this. Miss Mu looked at Yang Mo with some doubt: "Does this mean... that setting up this chain of herbal medicine stores in the island country can help us avoid falling into a trap?"

Yang Mo shrugged, then sat back on the cool bed, took a cicada monkey from the plate and put it into his mouth: "That's natural... In fact, if we operate properly and have a little luck, these herbal medicine chain stores can not only help us avoid the formation of stereotypes, but also help us seize the right to speak in this area!"

The right to speak?
Mu Liya stared at Yang Mo suspiciously, feeling that the more he talked, the more outrageous it became.

Seeing this, Yang Mo chuckled and said, "Let me ask you, when did our country feel that the island country's economy was stronger than ours?"

Hearing Yang Mo start beating around the bush, Mu Liya, who was used to it, thought for a moment and said, "It should have started after the hit movie 'The Hunt' a few years ago... Whether it's the various modern scenes or the exquisite costumes in this movie, it really gave us a big shock."

Yang Mo nodded: "Then when did our country feel that the electrical appliances of the island countries were very good and high-end, even higher-end than those in Europe and the United States?"

This stumped Muliya, as she really didn't know much about this.

Seeing this, Yang Mo smiled and said, "Actually, this question is a bit complicated. It is a systemic result. But it is undeniable that the reason why Japanese electrical appliances have formed such a fixed impression in the minds of Chinese people in just a few years is not only because of their ubiquitous use in movies and TV series, but more importantly... it is actually the popularity of science fiction films and TV series such as "Dinosaur Express Ks-X" and "Astro Boy" and the introduction of a number of electronic games such as "Tank Wars", "Contra", "Nunchucks", and "Street Fighter". "

Eh? ?

Mu Liya opened her eyes wide, looking confused. She really didn't expect that Yang Mo would give such an seemingly irrelevant answer.

Yang Mo sighed: "There is a saying in the business world, 'Low-end sales, mid-end profits, high-end image building'... In fact, this saying is also true in systemic business wars;"

“Many times, occupying the minds of consumers does not really depend on how great your product is or how good the quality is… Although this path is indeed effective, it is not the only one, and it is not necessarily applicable to all industries. After all, it is difficult to make obvious differentiation in many industries.”

“More often than not, capturing the minds of consumers actually relies on the brain’s associations [fill in the blank]”

"Take the example just now. When Chinese people first saw science fiction films and TV shows like "Astro Boy" and "Dinosaur Express Ks-X" that they had never seen before, what would they think of... Wow, it turns out that the Japanese technology concept is so advanced that they can even use machines to travel back to the dinosaur era... And if you push people, wouldn't you think that the Japanese technology is even more advanced than that of the United States?"

"When Chinese people first played games like "Tank Wars" and "Contra" on a small cartridge, what would they think... Wow! The technology of the Japanese is so advanced that they can even make virtual figures for themselves to control, and the graphics are very beautiful... And push people, don't you think that the level of applied technology in the Japanese country has left us behind by several centuries?"

After a moment of daze, Yang Mo concluded: "Although these things may not seem to have anything to do with their electrical appliances, they have left a general impression on the Chinese that the island country has a very high level of technology... With this in mind, people will naturally think that anything related to the word "technology" in the island country is world-class... This is true for electrical appliances, cars, and even mechanical components and production lines... But we actually know that when it comes to home appliances, the island country can only be considered second-tier in the world when it comes to mechanical manufacturing and production lines."

"Well, this is the power of association, this is the effect of the brain's [blank completion]!"

After roughly understanding the logic behind this, Mu Liya asked cautiously: "Yang Mo, what you mean is... these herbal medicine chain stores can also help the Japanese people fill in the gaps in orthodox Chinese medicine?"

Yang Mo nodded: "In the fight for pan-cultural discourse power, the most important point is exposure and group topic... From this perspective, film and television works and literary works are actually the best carriers... It's just that we are... really powerless in this regard."

"In addition to film and television works and literary works, the things that are most likely to generate group topics and group penetration are probably clothing and food... Especially in the area of ​​food, we now also have a unique advantage. After all, our country and France are the only two countries in the world that are recognized as being in the first echelon of food... Not to mention that the island country has a large number of Chinatowns, there are also Chinese restaurants everywhere."

"In fact, the cultural war, when put into practice, is to integrate into the daily life scenes of consumers, and then let them subtly accept the framework we set for them... and eating is undoubtedly a way of existence with extremely high values, but it is talked about with relish;"

"Think about it, if we use some means to let consumers in the island countries know that there is such a thing as medicated food in China, and there is such a saying as medicine and food have the same origin, and that you don't need to take medicine or injections, but can regulate and treat your body by eating delicious food, and relieve various diseases and symptoms... If word spreads from one to ten, and from ten to a hundred, it is hard to say whether these people will have great awe for such an ancient and mysterious thing as orthodox Chinese medicine, but at least they will not be so narrow-minded as to think that orthodox Chinese medicine can only be used to smear feet and stop bleeding (Diannan Baiyao has always been famous in the island country)."

"As long as it is not stereotyped, everything is possible. As long as the magical properties of traditional Chinese medicine are gradually spread along with the concept of medicinal food and medicine-food homology, the promotion of our traditional Chinese medicine products will be much more effective... When the time comes, we can let these medicinal food chains launch new recommended medicinal food, and then hype it up and spread it in related small circles... See, how simple is that?" After hearing Yang Mo's simple words, Mu Liya curled her lips: "You make it sound so easy, it's not that easy!"

Having said that, his tone no longer had the resistance from before.

Although Yang Mo's expectations for this herbal medicine chain store are still too high in her opinion, it is undeniable that from a global perspective, this kind of cultural base similar to a brand image store does have a need to exist.

Hearing this, Yang Mo sneered: "It would have been fine if you said this ten years ago. After all, the island country was still in an orderly growth period at that time. But now... as long as you have relatively sufficient ammunition, it would be very easy to spread some topics in the island country!"

"How can it be that easy? If everyone is like you and just passively waits for everything to happen, then there is no point in going out to sea!"

Hearing Yang Mo's rather impolite words, Mu Liya became more alert: "What do you mean by that?"

Yang Mo snorted: "You have to understand that the island country is now at a turning point where the economy is extremely developed and the people are extremely spiritually empty... In this environment, both the people and the media are frantically looking for entertainment topics to entertain themselves."

"At this time, as long as you know how to do public relations, it would be difficult to make a seemingly gimmicky herbal medicine chain brand become a carrier and prop for some entertainment and fashion programs such as "Big Challenge" and "Big Exploration"?"

The people of the island country at this time are very similar to the Chinese people around 2020. They are all under great work pressure, and they want to have fun even at the cost of their lives. Therefore, some of the country's almost BT prank shows and fashion trend shows are extremely popular.

In the words of later generations...

As long as you have the topic value and find the right traffic code, the traffic will naturally come in an endless stream.

As long as you can control the traffic and don't be so honest, turn it into a social topic, and eventually become the person with the right to speak in the field of orthodox Chinese medicine in the minds of the public, it is actually not as difficult as you think... Otherwise, how do you think those "God of Sushi" and "God of Rice" were created in later generations?

Of course, as I said before, thinking is one thing and doing is another. What we are chatting about today is just a direction. If we want to truly achieve the effect that Yang Mo envisioned, the preparations that need to be made in the middle will definitely be an extremely large and complex project.

At the very least, the rent required to open a store is a big obstacle.

So Mu Liya said helplessly: "Although I am actually quite interested in what you said, Yang Mo, if you want to achieve scale, 20 chain stores are the minimum... The rent in the island country is frighteningly high now. The rent of 20 stores alone is more than billion yen a year... In addition, at this juncture, I must also consider the reaction of Tsumura Co., Ltd. If what you guess is true, after they feel threatened, they may not even be able to use their drugstore channels to enter the island country."

Yang Mo looked at her in surprise. "Ms. Mu, why didn't I realize you were such a stubborn person before... Who told you that this herbal medicine chain project would have to be so grand from the start? Who told you that you had to invest all your own money in this project?"

"What we are pursuing now is just a sense of existence. You can just open two or three model stores in places like Tokyo and Osaka under the name of a herbal medicine chain store... When I started Momo Baizha, there were only three small stores of 10 square meters in total, but didn't I still hang the sign of a chain store?"

amount……

Two or three stores?

Thinking of all the fancy tricks this guy used when he was manipulating Mo Mo Bai Zha, Mu Liya fell silent.

Well...it seems that a chain project does not necessarily require you to be foolish enough to invest in so many stores. As long as your reputation is established, there will be plenty of suckers who will come to you.

If there are only two or three stores, the rent is still a large expense, but it is not unaffordable.

Thinking about it, Mu Liya suddenly asked in a suspicious voice: "You just said... there is no need to pay for this project with all your own money... you mean you are planning to play a trick of attacking Guo by pretending to be a traitor? ... But where can we find such a powerful partner who will not arouse the suspicion of Tsumura Corporation?"

Upon hearing this, Yang Mo chuckled: "Miss Mu, we've talked before that the biggest impact on the island country's Kampo medicine market is currently from Hong Kong's pharmaceutical companies... But in fact, there are also many overseas Chinese companies in Southeast Asian countries that are involved in this field. Although their reputations are not as big as those pharmaceutical companies in Hong Kong, their strength is definitely not to be underestimated... So, do you understand what I mean?"

Southeast Asia?
overseas Chinese?

Mu Liya opened her mouth wide: "You mean...?"

Yang Mo nodded and looked at her with a smile: "If I remember correctly, when you went to Laiwu to discuss the cooperation of OEM beer, the patriotic overseas Chinese in the Philippines, Mr. Chen Yongzai, was also invited to visit Zibo, right?"

"So... why not find someone to talk to? I believe Mr. Chen should be very interested in this matter... Although I don't know if he has any pharmaceutical companies under his name, overseas Chinese entrepreneurs in Southeast Asia have deep connections with each other, so it shouldn't be difficult to recommend a partner to you;"

"Moreover, as far as I know, Mr. Chen is a truly patriotic overseas Chinese. Although this matter has not yet been put into practice and whether it will succeed in the future is still unknown, I think he will not refuse such a good thing that benefits the country and the people."

Mr. Chen, Chen Yongzai?
When Mu Liya heard Yang Mo mentioned this name, she looked at this guy with a strange look in her eyes.

This guy stayed at the drilling company all day, not even a TV at home, and rarely read newspapers. How did he know Mr. Chen? He even knew that Mr. Chen had visited Zibo more than two months ago?

(End of this chapter)