Chen Shouting is good at using price wars. First, at the instigation of Japanese Fujii, the model dyeing factory throws goods into the market in batches at a price lower than the cost in an attempt to overtake local enterprises. Facing malicious provocation, he is the most influential entrepreneur in East China. Chen Shouting, the head of Hongju Dyeing Factory, didn't fight back directly, but joined forces with major local dyeing factories at the first time, and worked out a coping strategy of "taking back for progress". Under normal circumstances, once the price war starts. As long as there are followers. It is possible to form a "domino effect", which is a disaster for the long-term development of the industry. At this time, the market leader must rely on the potential energy of common enemy and the accumulated appeal for many years. Turn former competitors into "Lian Heng" targets and establish a staged United front. * * * with the "enemy" to deal with the invasion.

second. Joining hands with core agents is the most effective means to disrupt the strategic deployment of competitors. "Lian Heng" is only a delaying tactic for Acer Dyeing Factory. After all, the impact of low-priced products on the market is real, and the model dyeing factory is furious. In order to occupy the market quickly, it

digs the corner of its competitors and instigates channel providers to defect. In times of crisis, Chen Shouting resolutely adopted the strategy of "integration". Allocate funds to support core agents in East China to "swallow" a large number of products from model dyeing factories and then sell them to other regions. This not only reduces the influence of Acer Dyeing Factory in the key coverage areas of the market, but also ensures the profit-making space of channel providers.

3. Promotion strategies

Promotion methods mainly include personnel promotion, advertising, public relations and sales promotion.

1. Advertising. A businessman who can't read at all and has no idea what students are doing in demonstrations.

But I was inspired by the banners and flags played by students in demonstrations. He made a demonstration banner for the students with hundreds of meters of cloth accumulated in the warehouse, put a demonstration slogan in front and put his own factory trademark on the back. In two days, his factory and his products suddenly became famous. He thus won himself a good start.

2. personnel promotion. After arriving in Qingdao. In order to bring Sun Mingzu's old customers to his side. Chen Shouting let Lu Jiaju and his second wife live in Bohai Hotel to attract customers. This way of direct marketing has brought Sun Mingzu's customers to Dahua Dyeing Factory, and the benefits brought to the Dyeing Factory are undoubtedly enormous.

Fourth, channel strategy

1. The dye houses in Zhoucun are small workshops integrating production and sales. The sales channels are mainly the villagers in Zhoucun, and they are sold through the shops of the dye houses. Chen Liuzi was young at that time. Deliver people's cloth to their homes in person, save customers' time and make customers very satisfied with the service.

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2. In Qingdao, Lu Jiaju's status as an international student was used to win big customers from other provinces. Foreign students have extraordinary manners. It can give foreign dealers a sense of trust and feel that this is a big factory. Stay at Bohai Hotel. It also proves the strength of the enterprise from the side. As long as the merchants can visit the dyeing factory, Chen Shouting can use his knowledge in printing and dyeing to persuade them to approve the cloth. For local customers, the problem to be solved by Flying Tiger brand is to make customers accept it, mainly the problem of brand awareness. He took the initiative to visit local retailers. Promise to give retailers a rebate. Increase employees' wages. Mobilizing the enthusiasm of retailers, from the marketing point of view, it has achieved the promotion of marketing.

3. Generally, manufacturers think that dealers are friends, but in their bones, they feel that they are making money from their own enterprises. The relationship between them seems tight and loose, and once they are in trouble, they rarely help each other. Chen Shouting, however, attaches great importance to the long-term cooperative relationship with dealers, and even if he is in a difficult price war, he can still fully consider the profits of dealers. This is quite rare, and of course, he has gained a lot from doing so. The dealer rewarded him with great loyalty and sales enthusiasm.

v. Sales promotion and business negotiation

The tricks of Chen Shouting and Fujii fully embody the essence of sales promotion and business negotiation.

Qingdao Dyeing and Weaving Chamber of Commerce proposed to boycott Japanese goods. And sign collectively. Before Chen Shouting, he asked Lao Wu to find someone to keep an eye on the cargo ship Xihong Maru of Tengjing, an East Asian trading company. The goods of Tengjing arrived twenty days early this time, because they were in a hurry to deliver rations to Lushun with the help of the Japanese military department. Tengjing asked Miki to prepare gifts and personally went to Shouting for help. Teng Jing went to the living room and bowed deeply.

"Mr. Chen, we have known each other for more than ten years. It's also a friend's grey cloth of Xihong Pill. Please be sure to accept it. The government can't send troops. I'm just a businessman. Now, China's friends are avoiding me, and the trading company has also come to some young people sent by the military. My situation is very difficult. " With that, he took out a handkerchief to wipe his tears and cried like a child. Shouting seemed to be moved and said in embarrassment,

"You know, I took an oath in the Chamber of Commerce." Tengjing cried even harder. Bow again. Shouting quickly grabbed him,

"Don't do this, I can't stand this. Go ahead. How much is that cloth? " Tengjing reduced the cloth to the low price in 35 yuan. But Shouting still shouldn't. Teng Jing was almost desperate, so he had to

tell the story of transporting grain to the military department on page 4/21

. In fact, Tengjing has secretly helped Shouting a lot over the years because he admires Shouting's ability and personality. Take the grey cloth as an example. Although Jia Siya used the Kwantung Army as a cover, the price of the cloth transported by Tengjing to Mingzu was low. But he gave Shouting an extra 2 meters for each piece of cloth. Today. Teng Jing broke it, and Shou Ting was greatly moved, so he accepted the contract of 1,5 pieces of grey cloth for 35 yuan Qian.

Chen Shouting has fully grasped the whole situation of his negotiating opponent Fujii. . Chen Shouting secretly investigated the situation of Xihongwan. Knowing that the ship was going to Lushun to transport food, Tengjing dared not disobey the orders of the Japanese military department and put Sun Mingzu away, so he dared not answer Fujii's phone and pressed Fujii. However, Fujii is not a fuel-efficient lamp, and all the sincerity and hypocrisy are used, bowing and crying. To make Chen Shouting soft-hearted. Although it was five yuan higher than Chen Shouting's expected price, it was accepted.