Wuliang Advertiser

Li Yimin is replenishing his brain, and Chen Hongdao is also replenishing his brain.

From the perspective of Chen Hongdao, it would not do him any good to bring Li Yimin down. What he did was illegal.

The fact that Wu Liang was able to click the words Standard Chartered Bank has shown that Wu Liang has enough evidence in his hands. Then, he came over maliciously, really just as he said, set up a joint venture company?

After a few minutes of silence, Wu Liang saw that both of them were very depressed. He took a sip of tea and looked at the teacup as if there was some magic in this delicate teacup that attracted him, and told them slowly, "I want to say that this kind of thing is true. It's not a big deal, it's just that the technique is a little rough, and it's easy to leave a handle!"

Chen Sheng was embarrassed by Wu Liang's face and couldn't help but "hum".

Wu Liang didn't care, and continued to talk to himself, "During 2002 to 2003, Yangcheng Pharmaceutical and Jiaduobao signed two supplementary agreements to extend the trademark lease time limit to 13 and 20 respectively. Dubao’s annual trademark usage fee to Yangcheng Pharmaceutical has also increased from 4.5 million yuan to 5.37 million yuan."

Wu Liang said casually about such a hidden commercial contract, and Chen Hongdao finally couldn't help but ask, "How can you know so clearly?"

Wu Liang ignored him. "In 2002, Jiaduobao’s sales revenue was less than 100 million. In 2003, because of SARS, the sales of tea-flavored beverage Jiaduobao was sluggish, but Wang Laojie suddenly emerged. Jiaduobao’s flagship product has also increased its sales revenue to 600 million this year, Chen Sheng, great!"

Chen Hongdao was blushed by Wu Liang's old face, and drank a cup of tea with shock.

A SARS, making the tea beverage market of the Heavenly Dynasty bleak like winter, affected too much, and Wang Laoji was the one who benefited.

Wang Laoji has the effect of relieving cough from the moment he was born.

During the Daoguang reign of the Qing Dynasty, a miasma broke out in Yangcheng and the epidemic spread.In order to save the patient, Wang Laoji went through hardships, looking for a good medicine, and finally got a secret recipe and developed a herbal tea formula. This herbal tea not only relieves the villagers from the pain, but also helps the villagers escape smallpox, epidemics and other disasters.

This is similar to the SARS period. Even honeysuckle and the like are sold out. In the final analysis, Wang Laoji’s sales in 2003 were influenced by SARS, not Chen Hongdao.

This way Wu Liang put gold on his face really made Chen Hongdao feel better, but his family knew his own affairs, and his sense of crisis was that his own brand Jiaduobao was not well accepted in the market. In the province, people are more trusted by Wang Laoji’s old heritage with a history of 160 and 70 years.

Therefore, his thoughts on Wang Laoji are extremely complicated. On the one hand, he wants to use this brand, and on the other hand, he is worried that once the Wang Laoji brand becomes bigger, he will make a wedding dress for others.

The purpose of Chen Hongdao's purchase of Wang Laoji's brand at all costs was based on this consideration, so he wanted to tie Li Yimin to his chariot through the three funds.

If calculated from the year when the two parties signed the agreement, the annual brand lease cost of 4.5 million yuan, is it low?

For companies with sales of less than 100 million a year, brand expenses account for about 5%. This is a company’s net profit, and even some companies’ net profit does not reach this level. At that time, the trademark price of Yangcheng Pharmaceutical was not expensive.

However, in 2003, the sales of Wang Laoji's herbal tea in red pots were 600 million yuan, so the problem came. The brand rental fee of 5.73 million yuan was a little unremarkable.

As for Yangcheng Pharmaceutical, Li Yimin is nothing more than a general manager. He is not arrogant in Yangcheng Pharmaceutical. His position under the P-share is not known how many people are staring, especially in 2003, twice. The two parties signed a contract to extend the brand lease time from 13 years to 20 years, and the brand lease fee increased from 4.5 million to 5.37 million.

Such a change, fools know that there is something tricky in it.

When Wu Liang appeared, he took all the doubts on himself. He first complimented him for a while, and then used his killer trick, "I will give you two accounts, 100 million in sales revenue, and 450 in brand rental fees. , Accounting for 45,600 million in sales revenue, 5.37 million in brand rental fees, accounting for less than 1%.

I just want to ask, Mr. Li, how many people are staring at the position under your p-share and want to replace it. If the brand is seriously undervalued to deny Mr. Li's decision, Mr. Li, what do you think?"

The cold sweat of Li Yimin that Wu Liang said in a word has fallen. How can he know what kind of situation he is in Yangcheng Pharmaceutical?

Wu Liang's word to drive him into the abyss is not an exaggeration.

Similarly, Wu Liang was not polite to Chen Hongdao, "In other words, Li Yimin sacrificed the interests of Yangcheng Pharmaceutical for his own benefit. If Yangcheng Pharmaceutical learns that the lease of the brand Wang Laoji is in the general manager Li Yimin was carried out by Chen Sheng and Bei Ge, Chen Sheng, do you think Wang Laoji’s brand can be safely held in your own hands?"

Chen Hongdao replied unconvincingly, "That's the Standard Chartered Bank. The customer's information is very safe..."

Wu Liang laughed, "You don't have the confidence to say it yourself! These days, the truth is such a truth, people with a discerning eye can smell it, let alone an unscrupulous advertiser like me?"

Li Yimin also lost his temper. Wu Liang said that he himself had weighed countless times, but the fluke in his heart always had the upper hand. This time he was analyzed by Wu Liang’s red fruit, he knew it, and kept it. The time for him is really running out.

So now, selling Wanglaoji’s brand at a good price so as to stop others’ mouths, thinking of this, he hurriedly asked, "Chen Sheng, Yangcheng Pharmaceutical has invested in Wanglaoji’s brand, accounting for 10%. What do you think of the shares?"

Chen Hongdao made a calculation. He himself invested 600 million yuan in Dongwan in 1999 and 2002. The Yangcheng Pharmaceutical brand is calculated at 5.73 million per year for ten years, which is 57.3 million. Ten points of shares can also be said in the past.

However, the account is really not calculated like this. If someone says that this is still a low sale for the brand, then with the development of Jiaduobao, Yangcheng Pharmaceutical can enjoy the dividends of the company's development only by investing in the brand. Who else can Half a word?

Just as Chen Hongdao was about to agree, Wu Liang interjected, "Mr. Li, don’t panic, Wu Liang Advertising Company will take up 20% of the shares with 100 million capital. At the same time, the future advertising cooperation and brand promotion will be left to Wu. How does Chen Sheng think that Liang Advertising Company does it?"

"You! Are you taking advantage of the fire?" Chen Sheng said angrily.

Wu Liang was drinking tea and patted the table with one hand with a smile, "No, Chen Sheng, do you understand now? I'm just taking advantage of the fire!"

Li Yimin tried to persuade him, "Chen Sheng, how about that? You can rest assured in the future. Wang Laoji's brand will be operated by you in the future. Everyone is a family!"

Chen Hongdao flushed, "Why, you Li Yimin also learned to take advantage of the fire?"

Li Yimin's expression was a bit sly, "You sell 600 million a year, and the brand license is only 5.37 million. For nothing else, you have to consider it for me!"

Wu Liang was happy to watch two people arguing. Ordinarily, he didn't need a penny to invest and he could completely eat some shares. However, after all, that is not a long-term way. To do business, he still has to pay attention to harmony and wealth?

Chen Hongdao saw that Li Yimin was also standing on his opposite side. He sighed and looked extremely frustrated. "Wu Liang, I can leave the advertising to you, but how can you tell me to be relieved of such a big brand promotion?"

"A person's basic wealth has two components, first, your own ability, and second, your ability to connect with other people, and the latter is the amplifier of the former. It's too tiring to fight alone!"

Wu Liang paused for a while, before the two people digested the true meaning of the sentence, he still expressed his own vision, "How about building a brand worth 100 billion in five years?"

"Five years? Hundreds of billions? Huh?" Indeed, Chen Hongdao is not a young man like Wang Weilai. Just coax him. Chen Hongdao has been in the mall for decades. How can he be red-mouthed and white-fanged by Wu Liang? Flicker live.

Wu Liang sat up straight and asked questions one after another, “The areas with the best sales of Wanglaoji herbal tea are Lingnan and Gan Province. What does Chen Sheng think are the secrets of the success of these two places?”

The Lingnan market was the first battlefield opened by Wang Laoji. In 2003, the sales volume in Lingnan alone reached 100 million. His success is also one of the few classic marketing campaigns worthy of a big book by Chen Hongdao.

When Wu Liang asked about this, Chen Hongdao also wanted to know how many catties of ink Wu Liang had in his stomach. He bluntly said, "Of course, the success of Lingnan is because the channel terminal is well done and it has occupied the catering market."

Wu Liang shook his head and asked, "That's all?"

Chen Hongdao pondered for a moment. He was very clear about Lingnan's success. He asked, "Lingnan is one of the earliest markets opened by Wang Laoji. The channel is sinking. Does Wu Dong think there is anything wrong with it?"

In the past nine years or so, there was a saying in Lingnan, "Lingnan people must get married for three reds."

These three reds refer to Tianchao cigarettes, Wuliangye wine and red can Wang Laoji. This is Wang Laoji’s greatest success in the Lingnan wedding banquet market. Then, Wang Laoji aimed at the Lingnan people to respect their teachers and teach them. The characteristic is to conquer at the banquet for teachers. By funding local college students who are both excellent in character and learning, they cleverly base themselves on public welfare undertakings, and take education as a breakthrough to enter the banquet market.

In addition, various forms of banquets have become the main market occupied by Wang Laoji. The spring breeze of the banquet has also created a scene of Wang Laoji herbal tea in Lingnan. Driven by the banquet, it will eventually occupy the entire catering market and become a Canadian Dobao's first base in the country.

"In the two thousand years, when Wang Laoji introduced the catering model to the whole country according to Lingnan's model, Wang Laoji’s sales in the country did not rise. Chen Sheng thought that the catering market was really the biggest success of Wang Laoji in the Lingnan market. The factor? Wang Laoji adjusted the advertising slogan from Heaven and Earth Righteous Wang Laoji to a healthy family forever. Why?"

This time it was Chen Hongdao’s turn to be completely surprised. He asked Wu Liang’s purpose to consider Wu Liang’s meaning. At the moment, Wu Liang’s explanation can be regarded as a complete summary of Lingnan’s success. His interest in the conversation immediately began. Was hooked up, "Yes, Wang Laoji is a huge market for family consumption!"

Wu Liang nodded and agreed, "Jeduobao has fought a beautiful marketing battle from a single catering market to a new base market for household consumption! These two bases have ensured that the products of Jiaduobao and Hongcan Wanglaoji will enter the market. It can be attacked, retreated and defended. It solves the problem of survival. It is really a model of the celestial marketing case. I admire it very much! But this is not enough!"

Wu Liang's comments on Jiaduobao are not incomplete, and the summary is so good that even Li Yimin pricked his ears and listened carefully.

As a client, Chen Hongdao has never commented on his success for what he has done himself. He listened to what Wu Liang said.

This is like a leader struggling forward on an unknown road. No one knows whether it is an abyss or a cluster of flowers. A little carelessness may fall into the altar and become one of the many fallen entrepreneurs.

He also reflected on where he led these teams. His own brand of Jiaduobao tea beverages fell overnight, and even the big-name green tea beverages like Master Kang also sold poorly during the SARS period. Sellers at all levels were crying and crying, and they were in a mess.

SARS has passed half a year, and the market has not recovered.

The sudden increase in sales of Wang Laoji gave him a glimmer of light, and it also prompted him to make up his mind to work hard on this brand.

However, in Wu Liang's sentence, Jiaduobao is only relying on the SARS market, and he has summarized the two major advantages of Wang Laoji’s conquest of the city, but this is not enough. Then, how to do it? ?

Chen Hongdao felt a little silly for a while.

Wu Liang was not in a hurry to announce the answer. He poured a bowl of hot tea and savored it carefully, until Chen Hongdao asked, "Wu Dong, why hide privates?"

Wu Liang smiled indifferently, "For beverages, the most basic attribute is thirst quenching, followed by taste. In addition to these two basic attributes, if there are some additional functions to enrich the product connotation, it can make the product look fuller. On this basis, if you can add a taste of culture, it will be even more icing on the cake.

According to this standard, Wanglaoji herbal tea has the function of quenching thirst. The taste has been adjusted on the basis of the herbal tea of ​​Guangdong province. The bitterness of the lamb-style herbal tea has been removed. It is suitable to be promoted to the whole country. The herbal tea brand with a history of more than one hundred and sixty years does not lack cultural connotations. What it lacks is the highly refined nature of the product itself!"

Wu Liang watched Chen Hongdao look at him eagerly, deliberately sold a pass, took a sip from the teacup, moistened his throat, and then went on to say, "During the SARS, people's admiration for Wang Laoji lies in his earliest The product attribute is a medicine to prevent epidemics blindly, but it is obviously impossible to promote this positioning as a beverage attribute to the whole country.

Since the original attributes cannot be used, new consumption attributes must be refined!So what is the latest consumption attribute?"

Having said this, Wu Liang did not continue. He thought that he had said enough today, and he felt that a lot of brain cells had been killed by giving lectures to people at the boss level.

But why is the new consumption attribute so easy to tell you?

Chen Hongdao asked, "Yes, what is the latest consumption attribute?"

Wu Liang replied with a smile, "I will do the brand promotion. What does Chen Sheng think?"