Scarecrow Village, Japan.
The staff of Huaiqing Research Institute were sitting on the beach and discussing that in order to cover up the gold mining, Nan Yi once invested in and built a resort hotel there.
The Huaiqing Research Institute, which is composed of personnel drawn from multiple groups including the mind control group, the financial group, and the intelligence group, as well as external recruitment and talent discovery from other institutions, is mainly responsible for studying the consumer psychology of women around the world. The nature of their work is rather special, and they rarely come into contact with outsiders, so they rarely need to be in the office, and often brainstorm while on vacation outside.
Junko Kitamura is a top student who graduated with a doctorate in mathematics from Waseda University. She previously worked at Nomura Research Institute, where she was engaged in research in the retail industry.
"Everyone." Kitamura Junko adjusted her glasses. "I think if we want to find out what opportunities China's retail industry will have in the future, we can study the evolution of Japan's entire macro-society and business formats, and then start from specific companies to see when some structural changes occurred in Japan's retail formats, and then map them to China today.
The reason I say this is that, first, Japan is small in size, has a single ethnic group, and its consumer society is changing at a relatively consistent pace. It is a very good research sample and it is easy to sort out the context.
Second, China and Japan have cultural commonalities. On the social level, China's first-tier large cities and second-tier medium-sized cities are very similar to Japan's Kanto and Kansai metropolitan areas in terms of population density and urbanization development.
Overall, I estimate that in twenty years, China's population structure will be very close to that of Japan today.
Third, Japan's consumer retail industry was inspired by the United States. In the early 1970s, Japan transplanted the convenience store format from the United States. Now, it has shown a trend of becoming the world's number one. As a developing country, China's consumer retail industry is still in its early stages of development. If studying the United States can reveal "opportunities," then studying Japan can reveal "reality."
Fourth, when a business model that has emerged in a developed economy is applied in an emerging economy, it is like traveling back in time to several decades ago and starting over again according to the existing logic. I think the same is true for the consumer retail industry.
I divide Japan's period from 1954, when its postwar economic rise began, to the present day in 1991, into two consumer eras.
The first consumer era was from 1954 to 1971. Generally speaking, during this period, Japan absorbed the achievements of the first three waves of scientific and technological revolutions, social and corporate equipment investment was unprecedentedly active, and consumers were all striving for a well-off life. The population increased from 90 million to 100 million, the per capita GDP increased from US$400 to US$4,000, the level of urbanization development increased sharply, and the land price in Tokyo also rose wildly.
Around 1975, nearly 90% of the entire Japanese society considered themselves to be middle class. This is the phenomenon of Japan's 100 million middle class. The entire society produces and consumes in large quantities, and the homogeneity of demand leads to the homogeneity of consumption. After the homogeneity of consumption, the homogeneity of lifestyle follows.
The representative consumer goods of this period are televisions, refrigerators, and washing machines, and the representative retail formats are department stores and GMS [chains, supermarkets, and discount stores], which mainly meet the consumption psychology of the new middle class for standard packaging and one-stop shopping.
Let me talk about the second consumer era, from 1971 to 1991.
Before 1980, the entire Japanese economy was extremely depressed due to two oil crises and the collapse of the Bretton Woods system.
At the same time, after Japan experienced a period of rough expansion in the first consumer era, many companies realized that low-cost, low-consumption and high-efficiency operations were crucial for resource-scarce Japan, so they began to turn to refined operations, such as flexible manufacturing and engineering management, and some highly cost-effective business formats gradually emerged.
After 1980..."
After a brief pause, Kitamura Junko said in a slightly depressed mood: "From the current perspective, this period is Japan's economic bubble period. Some interesting things happened during this period, which can also be regarded as a symbol.
For example, there was a luxury goods craze and a real estate bubble that was about to occur. Today, the land prices around Ginza are enough to buy the entire state of Texas in the United States. During this period, Japan was already showing signs of a declining birth rate and an aging population.
In the first consumer era, the phenomenon of homogeneous consumption was very serious. Consumers were keen to buy expensive products that could improve their living standards. This was reflected in China, where consumers were also keen to buy color TVs, refrigerators, and washing machines. Even the four major items for Chinese people's marriages changed from watches, bicycles, radios, and sewing machines to color TVs, refrigerators, washing machines, and tape recorders.
But in the second consumer era, some class differentiation appeared, and the consumption theme changed from quantitative change to qualitative change. The entire Japanese market showed some different user portraits:
There are some different user profiles in the market:
First, they focused on the differentiation of labels, so the trendy brand culture spread from the United States;
Second, pay attention to personal preferences rather than the eyes of others. Consumption is not just consumption, but consumption to create your own lifestyle;
[This type of consumption is called "creative spending". In layman's terms, any consumption that is incurred for the purpose of showing off is called creative spending.]
Third, they began to focus on high cost performance. Don Quijote’s sales have exploded year after year just three years after its establishment, because of its outstanding features - late night business, compressed display, a large number of POP (point of sale advertising), and low-priced products;
Fourth, with a focus on spiritual and cultural consumption, culture and industry began to penetrate each other, and numerous cultural research institutes were born;
At the same time, the retail industry has also changed. Large comprehensive supermarkets are still the main force in the market, but category killers (chain stores with large business areas but fewer product categories, such as Jingxi Yiguo) have begun to rise, especially in the depth of selection and cost-effectiveness of categories such as clothing, home furnishings, and home appliances. They have more advantages than large comprehensive supermarkets.
In addition, extremely low-price and extremely cost-effective formats, such as 100-yen stores and SPA formats, began to appear. After 1985, the convenience store format rose strongly because the theme of differentiated consumption had already emerged at that time. Convenience stores mainly catered to high-frequency rigid needs and had extremely fast sales. "
"From the perspective of Japanese women's shopping psychology, usually Japanese female consumers do not have any specific purchase goals before going shopping. Most Japanese women like to go shopping in malls, and they usually make purchases because they cannot control their impulses during the shopping process."
As soon as Kitamura Junko finished speaking, Choi Hong-je, a Malaysian who came from the mind control team and specializes in female psychology, said directly: "Many Japanese women, when they are in a bad mood or encounter unpleasant things, go shopping as a way to relieve stress, balance emotions, and vent frustration.
According to our research team's investigation, as many as 93.5% of Japanese female consumers aged 18-35 have engaged in irrational and impulsive consumption behaviors, and irrational consumption accounts for 20% of their consumer expenditure.
Due to the lack of clear and substantial purchasing goals, Japanese female consumers are easily influenced by environmental factors, including store environment, shopping atmosphere, salesperson's words and deeds, and other consumers' opinions.
Therefore, when purchasing, Japanese female consumers are more likely to be influenced by the emotional function of goods and buy goods they do not really need. Sometimes even the name, style, environment atmosphere, etc. of the goods meet their psychological needs and can stimulate their purchasing motivation.
Japanese women are emotionally rich and good at association. They often ignore the superficial use value of goods and instead give the goods a special emotional connotation and value. They are happy to experience the feeling and artistic conception of shopping.
The purchasing behavior of most Japanese women is usually highly emotional. They rely on experience and intuition when making purchases, that is, women's sixth sense to buy products that suit their taste.
As the social environment opens up, Japanese women's social status continues to grow due to their economic independence, and more and more Japanese women begin to pursue their individuality and express themselves.
Modern Japanese women, especially urban professional Japanese women, usually choose products that suit them according to their identity, temperament, occupation and economic affordability during the purchasing process, in order to demonstrate their self-centered, free and confident individual consumption.
They pursue variety and diversity in clothing, hairstyles, decorations, etc., usually have a strong interest in new things, and are eager to try and experience different lifestyles.
In today's era of economic development and fierce competition, more and more professional Japanese women have begun to advocate high-quality and high-taste consumption concepts. They believe that brands mean quality assurance, and that tasteful, classic fashion is a symbol of identity and status.
According to statistics from our survey team, more than 60% of Japanese female consumers believe that although brand-name products are more expensive, their quality is guaranteed; about half of Japanese female consumers believe that brand-name products are made of high-quality materials, are well-made, durable and trustworthy.
At the same time, Japanese women are very sensitive to the pursuit of beauty. Whether it is the coordinated color matching, unique design, avant-garde and bold fashion sense, high-quality raw material processing, exquisite packaging, meticulous service and gifts, branded products can win the favor of Japanese female consumers.
It can be seen that for Japanese female consumers, famous brands are a symbol of credibility and security, a symbol of high quality of life and social status.
I will use Japan's cosmeceuticals industry as a case study:
Japan's drugstores evolved from traditional drugstores when the medical and pharmacy separation system was implemented. Since consumers can easily buy daily necessities and cosmetics when buying medicine, they are popular among the public and have developed rapidly.
Modern drugstores in Japan include individually operated pharmacies, cosmetics stores, and daily grocery stores that sell medicines, health foods, and cosmetics.
The Japanese industry predicts that with the relaxation of various policy and regulatory restrictions, the number of drugstores will increase to 24,000 and sales will reach 8 trillion yen by 2000.
Japanese consumers have regarded drug stores as the primary place to purchase skin care products. After nearly 30 years of development, drug stores have become the primary channel for cosmetics sales in Japan.
Japanese female consumers are generally impulse shoppers. Japanese drugstores are always able to attract the attention of many Japanese female consumers and entice them to buy with colorful, exaggerated and eye-catching POP advertisements or simulated product displays, which makes them have a strong desire to buy as soon as they enter the store.
Matsumoto Kiyoshi, a well-known drugstore and cosmetic brand, has piled up so-called seasonal products, hot-selling products, and special-priced products along the street in front of its single-story store, and posted colorful posters to grab the attention of people passing by the door.
Based on the fact that Japanese women tend to develop emotions when shopping, drug stores have introduced proposal-based sales in product advertising, requiring manufacturers to stand on the consumer's side and consider more whether the product can improve the consumer's quality of life. This has also become a major feature of the Japanese drug store industry.
For example, the store is transformed into a gorgeous palace interior, and the princess' bedroom is decorated in pink tones, allowing female customers to experience comfort and pleasure. The royal rigor and nobility are used as an entry point to let customers understand that manufacturers serve customers with high-quality and high-efficiency products, and to understand the products more from the perspective of value rather than price.
In response to the worries and needs of female customers, the proposal-based sales of drug stores can not only provide targeted solutions, but also save women from the hassle of trying to buy products on their own , and reduce the probability of female consumers giving up on buying due to fear of taking risks.
At the same time, it has also overturned the traditional promotional plan that passively relies on the promotion of manufacturers' personnel. It actively stands on the consumer's side, organizes products and arranges store shelves starting from the troubles of female consumers, taking into account women's various needs in whitening, moisturizing, acne removal, healthy weight loss, etc., and creates a layout and decoration for women that conforms to the characteristics of the product.
The largest drug stores in Tokyo, Michikan and Matsumoto Kiyoshi, are often crowded. The prices of similar Shiseido products purchased in these two drug stores are 20% cheaper than in Tokyo department stores.
The reasonably low prices offered by drugstores ensure that female consumers will choose the manufacturer's products when comparing prices from different stores, thereby winning the market not only among female consumers in Japan but also in other parts of Asia.
In drugstore chains, open-shelf sales shelves are usually surrounded by ample samples of samples. There are no salespeople or shopping guides following, and customers can try them out for free. This not only provides female consumers with a comfortable experience and encourages their second purchase, but also brings new customer groups to the manufacturers.
The pace of fashion trends in Japan is very fast, with new ingredients and new products appearing almost every season. Cosmeceuticals are also at the forefront of trends, with new top ten best-selling products launched almost every week.
In drugstores, in addition to regular skin care products, you can also find a variety of exquisite beauty gadgets. Double-eyelid stickers alone are divided into large, medium and small sizes, and are divided into solid and liquid. There are also dozens of types of cotton pads to choose from.
Normally, distributing health-related products is the basic stocking standard for drugstores. However, as far as the current operating status of Japanese chain drugstores is concerned, their product distribution scope is far from limited to this. They even sell candies, beverages, etc., which seem to have no direct relationship with health. Products have long been available in various drugstores.
Drugstores strive to meet customer needs, understand what customers buy, and equip each store with regional characteristics.
Regardless of whether they work outside the home or not, Japanese women pursue independence, so marketing activities that emphasize independent lifestyle decisions have received a positive response. Sales methods with multiple varieties and styles meet the Japanese female consumers' pursuit of fresh and personalized products.
In addition, drugstores all have their own brands with high quality and considerate service. Matsumoto Kiyoshi is supported by its own brand MK Customer, whose philosophy is the concept of "taking care of your own body" advocated by Matsumoto Kiyoshi.
The parent brand is divided into four sub-brands: pharmaceuticals, groceries, cosmetics, and food. The company strives to ensure that its own-brand products reflect the voice of customers and pursue the safety of raw materials, manufacturing, testing, and use, so that customers can truly feel at ease and safe.
Moreover, the company also pursues environmental protection in packaging, which reflects the company's sense of social responsibility.
Many people in the film and television beauty industry have a special liking for Japanese private brands. The reason is that their private brands are unique in design and promotion, and their quality is guaranteed.
In terms of service, drugstores have won the favor of Japanese female consumers with their unique approach. Their service purpose is to enable customers to become leaders in beauty trends after shopping in the store.
Shan Pharmacy, another modern drugstore chain that is relatively successful in operating cosmetics, has beauty consultants in the store to provide customers with beauty knowledge and practical beauty suggestions;
In addition, there are resident health expert pharmacists who can not only solve customers' beauty worries, but also provide consultation and diagnosis for physical problems, such as always feeling a little tired or having trouble sleeping recently.
Let Japanese female consumers feel the considerate service and care, and convey to them the concept that they should understand their internal health status from the external beauty such as skin, smile, and makeup - let beauty radiate from the inside out.
The successful marketing model of Japanese cosmeceuticals reflects an in-depth analysis and understanding of female consumer psychology.
From my personal perspective, the Japanese cosmeceuticals industry will surely win the favor of Japanese women, and even women in Asia, by promoting products and services that cater to women's gender psychology and characteristics, thus making the Japanese cosmeceuticals market the leader and weathervane of the Asian cosmeceuticals market."
After listening to Kitamura Junko and Cui Hongji, Huo Yuanbo, director of Huaiqing Research Institute, nodded: "It is a consensus among all of us that women will become the main force of consumption, and the foundation of our institute is also built on this point.
Kitamura's statement about time travel is very good. As far as Asia is concerned, Japan's economy developed relatively fast and early. Like South Korea, Lijiapo, Vietnam and other places, Japan was also deeply influenced by Chinese Confucian culture. There are many similarities between these countries. The economic development route that suits Japan, combined with its own actual situation, can be replicated in other countries.
In fact, South Korea can indeed find many Japanese elements in its economic development trajectory. Due to geographical factors, Lijiapo's economic development model is more inclined to geo-economics. Looking at the development trajectory of China's economy, we can also find the shadow of the Japanese economy.
There are commonalities in cultural core and economic development, so there will also be many commonalities in female culture and female psychology.
Confucius said that only women and villains are difficult to raise. If you get close to them, they will be disrespectful; if you keep away from them, they will complain. In China, Confucianism in the Han Dynasty proposed that the husband should be the head of the wife, in the Tang Dynasty it was proposed that women could not take imperial examinations, in the Song Dynasty it was proposed chastity arches and three-inch golden lotus feet, and in the Ming and Qing Dynasties it was proposed to immerse in pig cages, tales of heroic women, and the preference for boys over girls.
Japan is deeply influenced by the culture of the Tang and Song dynasties. For example, its aesthetics and tea ceremony can all be seen to have the shadow of the Tang and Song dynasties. The same is true for the social status of women. Whether in the workplace or at home, women have never been treated equally.
This phenomenon began to change after MacArthur issued the "Directive on Securing Fundamental Human Rights and Political Freedoms for the Japanese Citizens," which proposed regulations on gender equality and women's liberation. The status of Japanese women has improved year by year.
But it has to be said that the feminist thought of Japanese women has gone astray. From three wallets to the current Heisei new women, the female group has gradually developed an extreme sense of superiority and started to go to extremes.
Now, Japan 's economic bubble is about to burst, and economic recession is inevitable. Economic recession will bring about rising unemployment rates. Major cities and societies have changed from rapid expansion to conservative development and no longer dare to recruit people lavishly. In order to ensure profits, the work intensity of employees will definitely be maximized.
Under such circumstances, Japanese women can no longer enjoy the benefits of economic development. Companies are laying off employees, jobs are being reduced, and finding a job will become increasingly difficult.
Philosopher Kant once proposed the word "involution" in his works, anthropologist Alexander proposed "cultural involution", and Clifford proposed "agricultural involution". Obviously, Japan is about to fall into workplace involution.
When it comes to internal competition, it is difficult for women in the workplace to be more competitive than men. In the next few years, many married women in the workplace will return to their families and become housewives again. How will their consumption concepts change?
As Japan's economy declines, will unmarried working women still be able to find enough money to buy three wallets? Will they still be able to make luxury purchases? Will their consumption concepts change?
These two issues are what we need to investigate and study next. In addition, whether feminism will rise in South Korea and China and what the development trajectory of women's consumption concepts will be are also topics we need to study.
Our research institute offers generous remuneration and a very relaxed working atmosphere. During working hours, we face the sea, sit on the beach, drink tea or wine. All this does not come out of thin air, but needs to be exchanged for rigorous and reliable research reports.
Our research reports will affect the investment direction of tens of billions of dollars, so please relax and write your research reports carefully.
Cui Hongji, please come up with a more detailed research report on Japan's cosmeceuticals industry. I will review it and submit it to the headquarters."
"No problem, give me a month." Cui Hongji nodded in response.
…
On Nan Yi's side, he turned his eyes to the right rear corner and saw an acquaintance, Bao Huantou, Tu Yu's husband, who ran a barber shop in Muxiangyuan.
After raising his hand and waving to attract Bao Huantou's attention, Nan Yi gestured to the tiger cub, then put his hands around and made an "exchange" gesture. Bao Huantou nodded in return and quickly walked over.
"Uncle Nan, why are you here too?" Bao Huantou asked as soon as he sat down in Tiger Cub's seat.
Nan Yi lowered his voice and said, "I saw the advertisement on the telephone pole and came over to listen. What about you? Why did you come over here?"
"Oh, forget it. I can't stay in Muxiangyuan anymore. Business is good, but it's too chaotic. Huanyu has been smashed several times, and my barber shop was not spared either. It was also smashed twice."
"Did you offend anyone?"
"No, Master Nan, let me tell you, Tu Yu's fellow villagers from Wen City are all good at doing business, and they are willing to work hard. There are more and more people from Wen City over there, and their business is booming. Muxiangyuan, no, it should be said that the entire Dahongmen has become the territory of the people from Wen City.
Now leather jackets, clothing and shoes are all produced there, and the output is growing. Dahongmen has become an important wholesale base for leather jackets and clothing for mid- and low-end shopping malls in Beijing, and many Soviet revisionists go there to purchase leather jackets.
When the people from Wenzhou made money, some people became jealous. Some gangs wanted to drive the people from Wenzhou away and take over their business. Some people also wanted to collect their management fees. But the people from Wenzhou were not easy to bully. They were united with each other, and the two sides had several fights with each other.
In addition, people from Wen City love to gamble. Not only do they play among themselves, but people from Beijing also get involved. They don't have much money in their pockets, so they lose it all after just a few games. Relying on being locals, some of them act like gangsters, and when they are taught a lesson by people from Wen City, they gather people to fight back, and the fight goes on and on.
Of course, this is not all the fault of our Beijing men. There are people from Vancouver who lend money at high interest rates, and the men who are in debt are bullied severely. There are also people from Vancouver who use their money to hurt others and speak rudely at the gambling table. "
"Oh, you were affected?" Nan Yi said thoughtfully.
Bao Huantou knocked his hands, "Oh, this has affected me severely. I am from Beijing, from Tu Yu Wen City, and I am the son-in-law of Wen City. Because of this, I am in trouble both inside and outside. Anyway, I can't stay in Muxiangyuan anymore. I plan to open a new store in another place, or simply change my business. I heard that He Yang is quite amazing, so I came here to listen."
"Then let's listen carefully, maybe we can really get the true scriptures." Nan Yi saw a man walking straight to the front, so he said to Bao Huantou: "The person has gone on stage, let's talk after we disperse."
"Hello everyone, I am He Yang, I am very glad that you can come here to listen to my speech." He Yang walked to the front, stood facing everyone and began to speak: "When I was a child, I was very naughty and would take apart my mother's watch. I believe I don't need to explain what a watch from more than ten or nearly twenty years ago represents.
I took it apart and tried to put it back together. Sometimes I could, sometimes I couldn't. My mother never blamed me. She just said, "If it's broken, just get it fixed."
I am very grateful to my mother, because it was her tolerance that enabled me to have a different way of thinking when I was a child."
He Yang's face showed real emotion when he spoke. I guess the part about taking apart the watch was true.
"How did I get on the road to ideas, and why did I start the company Heyang? Actually, it's very simple. It's all because of two meals.
After the resumption of the college entrance examination, I was admitted to university. After graduation, I was assigned to the Second Chemical Industry Institute as a technical cadre. I earned 50 yuan a month, which was a huge amount of money at the time. I was very happy and looked forward to a better life in the future.
Once, I met a classmate who went into business. He insisted on taking me to a restaurant for dinner. I don’t remember which restaurant it was, or what we ate. The only thing I remember is that he asked me how much I earned a month. I told him the truth, and then he said it was not even enough for him to have a meal.
His words gave me great stimulation and made me doubt my life, but I didn't go into the sea because I still insisted on my ideal at that time - to be a radio scientist. "
He Yang's words resonated with the audience. Everyone present had their own reasons for going into the adult industry, and many of them wanted to break free from their monotonous lives because they were stimulated.
"The second meal was for my mother, near the Summer Palace. That day, I wanted to honor my mother, so I brought a lot of money with me, exactly 135.7 yuan.
But when I took the menu, I found that the cheapest dish on it cost more than 20 yuan. At that time, I didn't dare to show the menu to my mother. It was too expensive. If she saw it, she would definitely pull me out of the restaurant.
I had no choice but to bite the bullet and calculate the money in my pocket to order food. It was a very ordinary meal, but it cost me two months' salary. After working for several years, I was still short of money to treat my mother to a meal. It was the most embarrassing moment in my entire life. I still remember the shame and regret I felt that day.
Not long after that day, I resigned from my public office at the Science and Technology Commission and started my current company.
At the beginning…”
"Uncle Nan, why did you go into the sea of ​​business?" Before the topic got to the point, Bao Huantou turned around and spoke to Nan Yi in a low voice.
"It's similar to him. It's also because of my mother. When I was a child, my family was not poor. Both of us worked, and my father was an engineer in the factory. But my family's food was not as good as that of other families with only one worker. At first, I didn't understand why my mother was so frugal.
It was not until 1976 that I accidentally saw a thick stack of remittance slips in a drawer. There were notes of twenty, thirty, fifty, and ten yuan. The payee was the Albanian embassy in our country.
At that time, I suddenly felt that my mother was very noble. She would rather suffer for herself and her two sons than help her fellow brothers.
So I stole five dollars from the drawer, went to the stationery store and bought a world map. I studied it for three days and found that the vast Africa was full of our class brothers.
As a human being, you should always surpass your teacher. If my mother can help a country, I have to help a continent. I want to make sure my class brothers in Africa have enough food to eat, I want them all to have color TVs, cars to drive, and preferably even three wives. If not just one, then at least three.
Just like that, I plunged into the business world with the dream of helping hundreds of millions of Africans to become prosperous. I have done quite well over the years and have helped many African brothers. A few days ago, one of them sent me a letter asking me to attend his wedding. He is going to marry his 78th concubine soon. I am sincerely happy for him.
Bao Huantou gave a thumbs up and said, "Master Nan, your story is really great."
"hehe."
Nan Yi smiled but did not reply. In fact, what he said was true and relatively conservative. He only needed to erase the word "billion". He not only wanted to make the African people prosperous, he wanted to support oligarchs. He bought seventy or eighty private jets, which were arranged in the shape of an "S" or a "B".
Earlier, He Yang had already entered the main topic.
"Some time ago, a fountain pen factory approached me, hoping to add some functions to its fountain pen. In fact, many famous brand products in the world are pure, that is, more orthodox. If you add a lot of functions, it will not look like a high-end product.
The world-famous Rolex watches do not have as many functions as Japanese watches except for timing, but they are made of the best materials and the best craftsmanship, so their prices are over 10,000 yuan.
The same is true for fountain pens, so I can only conceive from the perspective of materials and processing.
I suggest using polytetrafluoroethylene [non-stick pan coating] to make the pen tip because it does not stick to ink. As we all know, when drawing ink from a fountain pen, you always have to use paper to wipe the ink stuck on the pen tip, otherwise it will get everywhere. Pens made of this material can avoid this trouble.
In terms of craftsmanship, it is necessary to ensure that the ink will not leak no matter it is hot or cold. Such a pen is both high-end and practical, reflecting the characteristics of a famous brand product.
Some people would say that using gold to make the entire pen is also a high-end product. I would say that this is right and it is a correct idea, but I don’t need to come up with such an idea…”
As He Yang was speaking, a member of the audience interrupted him, "Teacher He, Teacher He."
"Student, do you have any questions?" He Yang said with a smile, looking at the person who interrupted him.
"Teacher He, I used to make biscuits, the kind for children. Last year, there were too many people making biscuits. I thought it would be hard to do this business, so I sold my factory to someone else.
After the factory was sold, I have been looking for what to do. Not long ago, I decided to make bubble gum. The best-selling bubble gum is Dada Bubble Gum. They are a foreign brand with strong capital. Mr. He, what can I do to compete with Dada Bubble Gum?"
When Nan Yi heard this person talking about bubble gum, his heart ached. Bubble gum, he originally wanted Wenchang Food Factory to make it, and he had already prepared a draft of the development plan, but he didn't give him the chance to present it.
If the Wenchang Food Factory could follow his plan step by step, first accumulating capital and then building a brand, by this time, the Wenchang Food Factory's brand should have become popular all over the country.
"What a shame, it's really a shame. In 1989, Big Bubble Gum came in. Now it doesn't make much sense to produce bubble gum anymore."
Nan Yi's heart ached as he stared at He Yang, wanting to hear what ideas he would come up with.
He Yang smiled slightly, his mind working quickly, "Classmate, if you were asked to have an advertising war with Big Bubble Gum, do you think you could beat it?"
"No." The questioner said with certainty: "Although I made some money in the past few years, it is just a drop in the bucket . I am no match for it at all."
"Okay, you are no match for Big Bubble Gum in terms of financial resources, and you certainly can't beat it in advertising. Since you can't do marketing, why don't we work on the functionality?"