Chapter 918 Criticism
Song Yuanchao said nothing, thinking quietly.
After a moment, he said, "Make a plan, an overall promotion plan, including but not limited to beverages, but also other products of the company. In addition, include Nandu's product plan as well, and try to make it as perfect as possible."
"Make a plan?" Sun Yaoliang was stunned. Did Song Yuanchao not understand what he just explained? Just as he was about to speak, he saw Song Yuanchao nodded and said, "Yes! Time waits for no one. There are only a few days left until the end of the year. The sales company and the marketing department should come up with a plan as soon as possible. Speed! I want it tomorrow. Do you have any questions?"
Sun Yaoliang and the marketing director exchanged glances, and they both nodded silently.
Seeing their answer, Song Yuanchao said nothing more and immediately adjourned the meeting.
He stood up and returned to his office.
It was still the original office, and everything was arranged the same as when Song Yuanchao left. Although the person in charge of the office changed when Song Yuanchao left, when Song Yuanchao took back the controlling stake of Si Te through Nandu, the office returned to its original owner.
After entering the office, Song Yuanchao threw the notebook in his hand onto the table, stood up and made himself a cup of tea. Just as he took a sip, there was a knock on the door.
"Come in!"
As soon as he finished speaking, Sun Yaoliang frowned and pushed the door open and walked in.
"Yuan Chao, I want to talk to you..."
"Sit down and talk." Song Yuanchao looked up at Sun Yaoliang and motioned him to sit down.
Sun Yaoliang sat down directly on the chair opposite Song Yuanchao.
"Chat? What to talk about?" Song Yuanchao threw a cigarette over and asked.
Sun Yaoliang took the cigarette but did not light it. Instead, he put it aside. He said to Song Yuanchao seriously, "I want to discuss the promotion plan with you at the meeting just now. If the company adopts this model, I am worried..."
"What are you worried about? Are you worried that there will be counterfeit bottle caps appearing in promotional activities? Or counterfeit scratch-off stickers?"
"That's right!" Sun Yaoliang nodded. "In fact, I considered this point at the beginning. We all felt that although this model could have a certain effect, the risk was too great, and it was impossible to eliminate fake winnings."
"We are different from Shazi Guazi. Although Nian Guangjiu's products are good, how much is his company's annual sales? Our annual sales are dozens or even hundreds of times his. The market coverage is too wide. Once this promotion method is launched, it will be nationwide."
"According to this promotion model, I have calculated that the winning rate must be maintained at least 10% to be effective. In addition, I also mentioned at the meeting that the specific prize redemption will be transferred to the sales terminal, and the terminal will redeem it on behalf of the sales terminal, and then collect the money back for settlement with our company. In this case, it is difficult to strictly control the prize redemption process. In addition, this kind of thing actually has no technical content. Once someone takes advantage of this loophole, it will be the company's interests that will be lost."
"Especially since you just mentioned that this plan will not only be used for beverages, but also for other products, such as the company's instant noodles and Nandu's series of products. This is really a big step. Yuan Chao, if something like that really happens, the promotion will not only fail to increase profits, but on the contrary will cause the company to suffer heavy losses from this promotion. Have you not considered this consequence?"
Song Chaoyuan didn't say anything. He picked up the lighter in front of him, lit it, and handed it to Sun Yaoliang.
Sun Yaoliang was stunned, and subconsciously picked up the cigarette next to him and lit it. Song Yuanchao then lit a cigarette for himself.
Song Yuanchao had expected Sun Yaoliang to come to see him, and he also knew what he wanted to say to him.
From Sun Yaoliang's perspective, what he said is correct, and such promotion is indeed risky. China has never lacked smart people, and there are many of them.
Once this type of promotional method begins, there will inevitably be people who take advantage of loopholes. At that time, it will be impossible to prevent people from using forged winning bottle caps to redeem prizes. From a practical point of view, there is no way to completely distinguish the authenticity.
Besides, the redemption process will be transferred to the sales terminals, and can you guarantee that those sales terminals will not collude with each other to gain benefits in this way? Especially for some smaller sales terminals, a few bottle caps can be exchanged for real goods, and the real goods can be sold directly in their own stores for cash, and they will not ignore the benefits.
In fact, there are consequences of such promotional methods, and Song Yuanchao is well aware of this, but he still thinks it is worth using.
"Yaoliang, what do you think will be the final outcome of the competition between our products and the two major cola companies in the future market?" Song Yuanchao suddenly asked this question.
Sun Yaoliang was stunned. Wasn't he discussing promotion with Song Yuanchao? Why did they suddenly mention product competition? But Sun Yaoliang still thought about it carefully and gave his answer.
"The other party is too strong, so it's a bit difficult, but there's still a chance. The suggestion made by Lao Zheng at today's meeting is good. We can't just sit there and wait for death. We must use the same means to compete with the other party for the market. Moreover, we still have a certain advantage in the domestic carbonated beverage market share. If we can seize , and then rely on our sales channels and geographical advantages, I think there is still a chance of future market competition."
"Just a possibility?" Song Chaoyuan asked back.
Sun Yaoliang hesitated and said, "There is no way to ensure this situation now. We can only do our best."
"You are right." Song Chaoyuan nodded, and then continued: "When the sales company was established, I said something. Do you still remember it?"
Song Yuanchao didn't wait for Sun Yaoliang to answer and continued, "I said at the time that for a company, the market is life and channels are king! This is also the main reason why I set up a sales company when we were in the first branch and asked you to be in charge of the sales company against all odds."
"An enterprise needs to gain a foothold in the market, not be surpassed by competitors, control the market, and ensure that market share is the first priority. To achieve this, it relies on market channels. In recent years, Si Te has done well in this regard, which also proves that this view is correct. However, with the intervention of foreign competitors, our grasp of the market is not limited to the past. We must have a certain sense of crisis and must not give up even a little bit of the market."
"Yaoliang, we are old classmates. You came to Jinling to find me before you graduated, and gave up your original graduation assignment to join our business. You have made a lot of efforts over the years and have done a very good job in the sales company. The development of Si Te to this point is inseparable from your efforts."
"But Yaoliang, in the past two years, have you felt that you have become a little slack here? Where has your previous sharpness and courage gone? Is it because you are getting older, or do you feel that the company has developed to such a point that it can sit back and relax, and everyone can rest on their laurels and enjoy the fruits of their labor?" Song Chaoyuan pointed to his head as he spoke, his expression becoming serious.
Sun Yaoliang lowered his head slightly in shame. Song Yuanchao was right. He had indeed become a little lax in the past two years and his mentality had begun to change.
At the beginning, Sun Yaoliang worked with Song Yuanchao to start a business and maintained a strong passion and pursuit for the career. However, when the company developed to a certain level, the previous enthusiasm gradually faded. At the same time, because Sun Yaoliang began to overestimate himself because of his previous achievements over the years, he became proud and complacent.
Especially after Song Yuanchao resigned from the position of chairman of Si Te, the new chairman was just a decoration. In addition, Si Te began to form cliques. Sun Yaoliang, as the general manager of the sales company and deputy general manager of the group, and his wife Ying Annie was a major shareholder of the company, formed their own faction.
Song Yuanchao knew about this situation before, and Sun Yaoliang also admitted it. Although he had various reasons for doing so, and considering the current situation of Si Te, Song Chaoyuan also maintained a tacit attitude. But over time, people's mentality began to change. Sun Yaoliang probably didn't realize this himself. Now that Song Yuanchao pointed it out directly in front of him, Sun Yaoliang suddenly woke up.
"Aid Korea...I...I..."
“A loud drum doesn’t need a heavy hammer. Some things should be said only when they are said. Talking too much will hurt feelings.”
"You're right. Now I know what I should do." Sun Yaoliang nodded guiltily.
Song Yuanchao stood up and patted him on the shoulder, saying, "If you don't advance, you will retreat. Since you are doing business, you must have the attitude of doing business. Well, let's not talk about this anymore. Let's talk about the promotion plan we just talked about. I just said that the competition in the market will become more and more fierce in the future. Whether a company can continue to develop and survive depends on three points: market! Market! Market!"
“The market is the foundation of an enterprise. Without the market, an enterprise will lose its ability to survive like a duckweed without water! As a senior executive of a company, you should not only focus on the immediate interests, but also look at the overall situation and proceed from a strategic perspective.”
"Yaoliang, you are not bad in sales, but you are somewhat lacking in corporate strategy. Of course, this is also related to the content of your work over the years. After all, the work you have been doing over the years is mainly sales, and you have little contact with other aspects."
"This is your weak point. I hope you can improve it in the future. As for this promotion plan, I'll tell you the truth. It is imperative. I didn't just say casually that I asked you to come up with a plan tomorrow. Not only Si Te, but also Nandu must join this promotion model. The focus of your sales company, including the marketing department, will be on this."
After saying this, seeing that Sun Yaoliang was still a little confused, Song Yuanchao sighed slightly in his heart and explained to Sun Yaoliang why he still wanted to implement this promotion plan even though he knew it had drawbacks.
The reason why Song Yuanchao wanted to do this promotion was not for product profit, his real purpose was to target the product market share.
At present, market competition is becoming increasingly fierce, especially in the carbonated beverage industry. The entry of the two major colas has made Sit face huge market changes.
The other party is aggressive and powerful. We cannot retreat at this time. On the contrary, we have to confront them head-on and compete fiercely with them in the market.
This competition is not only carried out through mergers and acquisitions with other soda factories as Zheng Guoyuan mentioned, but also through direct market product competition. The ultimate goal is to stabilize the current market share and further expand it on the current basis.
Relying on the current sales methods, it is not easy to go further, and no one can guarantee whether it will succeed. But now the new promotion method is already in front of us. If this method can be used properly, then its power in the market is almost equal to that of an atomic bomb.
