In 1988, Zong Qinghou used 200,000 yuan to set up a nutrient solution filling factory to produce his own products. At that time, there were already 38 types of nutrient solutions in the Chinese market, and each one dominated the market. Competition was fierce, and sales wars were raging, making late comers daunted. The analysis report of the market researcher was also disappointing: "There are already 38 kinds of nutrient solutions in the Chinese market. The market supply and demand are almost saturated, and it is recommended to withdraw from the competition." It seems that Zong Qinghou has just taken a step forward and is at the end of his rope. Where is the gateway to the market?
In October 1988, Zong Qinghou saw a news article published in "Hangzhou Daily": "President of the China Student Nutrition Promotion Association and famous nutritionist Yu Ruomu is currently It was revealed at a seminar that one-third of the country’s 3.8 billion children and primary school students are malnourished, and 47% of children aged 8 to 12 in Zhejiang Province alone are malnourished..."
Zong Qinghou’s eyes lit up: More than half of the children need nutritional supplements. Although there are 38 kinds of nutritional solutions in China, they are all adult products. Instead of producing the 39th kind of adult nutritional solutions, it is better to occupy the children's market segment and produce a children's nutritional solution. Zong Qinghou firmly believes that there are 300 million children in the country, and 1/10 is 30 million. If you can get a big drink of water in this market segment, it will be a huge success.
The market has been discovered, but how to solve product problems? Zong Qinghou has never studied nutrition, and he has never made nutritional solutions. What to do? Zong Qinghou thought of seeking talents and developing factories through science and technology. He went to the Nutrition Department of Zhejiang Medical University to consult experts, and then went to Hu Qingyutang, a century-old store, to hire pharmaceutical technicians and senior development engineers. Under Zong Qinghou's careful care, Wahaha products were finally mass-produced.
Afterwards, some people commented that Zong Qinghou’s launch of Wahaha Children’s Nutritional Solution was a surprise in a dangerous situation. But this is inseparable from his scientific and rigorous analysis of the market. At that time, China was in the early stages of implementing its family planning policy, and only children became "little emperors." The pampering of parents and elders makes children picky and picky eaters, leading to widespread malnutrition. Wahaha Children's Nutritional Solution uses traditional natural foods as raw materials. It regulates human body functions and enhances children's appetite, allowing children to absorb various nutrients from rich foods without any hormones or side effects. Such a product coupled with a unique marketing and sales strategy has a very high probability of success after being put on the market.
Unlike Sanzhu Oral Liquid and Giant Nutrient Liquid, Zong Qinghou does not implement a blanket advertising bombing strategy. He calls his marketing method "cosmic flow", which means concentrating funds and manpower to attack in all directions, striving to produce a miraculous effect that breaks through one point and radiates to the whole situation in the shortest possible time. Whenever a market is developed, Zong Qinghou will be there to take charge. Within a month, the local media, large and small, will tell you tirelessly: "Drinking Wahaha will make your food delicious." This kind of positional warfare is easy to produce practical results, and can avoid the out-of-control situation caused by excessive advertising coverage.
In addition to fighting positional battles, Zong Qinghou also fought many successful blocking battles. For example, open up the Zhengzhou market. Zong Qinghou walked around the streets of Zhengzhou for three days, and he was careful and came up with a clever trick. He went straight to the local transportation and education departments and proposed to customize yellow hats for the 50,000 primary school students in Zhengzhou, so that they would be more visible when crossing the road after school and would be beneficial to students' safety. Relevant departments are worried about traffic congestion and the danger of students crossing the road. Now that everything is going wrong, how can there be any reason not to allow it? A week later, little yellow hats marked "Wahaha Donation" were everywhere on the streets of Zhengzhou. The media reported this matter one after another, and Zong Qinghou killed two birds with one stone: Not only did Wahaha's public welfare image greatly increase, but it also gained 50,000 more "mobile advertisers." With only 150,000 yuan, Zong Qinghou conquered the Zhengzhou market.
If the Battle of Zhengzhou is a masterpiece of Zong Qinghou’s shopping mall, then the Battle of Chengdu can be called a legend of business war. In 1989, the National Sugar, Tobacco and Liquor Order Fair was held in Chengdu, where thousands of businessmen gathered and advertising wars broke out. People believe that if Zong Qinghou wants to win this advertising war, it will be impossible without 3 million yuan. Zong Qinghou smiled slightly: "I only brought 70,000 yuan.
"
At the climax of the meeting, an advertising team composed of blond and blue-eyed foreign students suddenly appeared on the streets of Chengdu, holding Wahaha banners high and handing out promotional crystals along the way. "Foreigners are advertising for Wahaha. "Citizens flocked to the streets to watch the excitement. It turned out that this was an international student invited by Zong Qinghou from the Chengdu Foreign College. In the past few days, Wahaha quickly spread throughout the streets and alleys of Chengdu, and sales soared.
The naming of Wahaha It can also be said to be unique. Due to the influence of traditional naming habits of nutrient solutions, people tend to think of XX Su, XX Jing and the like, but Zong Qinghou has a unique vision. He noticed that " He is interested in the three characters "Wahaha" for three reasons: First, the vowel a in the three characters "Wahaha" is the earliest and easiest sound for children to pronounce. It is easy to imitate, has a loud pronunciation and harmonious phonology. It is easy to remember and therefore easy to be accepted; secondly, literally, "haha" is an expression of laughter and joy by people of all skin colors; thirdly, the children's song of the same name, with its unique cheerful and bright tone and strong national color, Sung throughout the Tianshan Mountains and across the country, associating such a widely circulated national song with a product trademark can help people become familiar with it, think of it, and remember it, thereby increasing its popularity in a nutshell. , choosing such a unique trademark name can greatly shorten the distance between consumers and the product.
After deciding on the name, Zong Qinghou commissioned two lively and lovely doll figures to be carefully designed as the trademark. Graphics to achieve an organic integration of the trademark name and trademark image.
In his efforts to protect the brand, Zong Qinghou thought of many details when registering the Wahaha trademark. Zong Qinghou registered a series of defensive trademarks "Wahaha" and "Hawawa". In order to change the past situation where product trademarks were unattractive and difficult to read, Wahaha designers expanded the words and graphics of Wahaha to make them occupy more space. Most of the packaging area is eye-catching.
After the company gained a certain reputation, Zong Qinghou began to consider expanding its scale. In 1992, Zong Qinghou began to launch his first beverage product, Wahaha Fruit Milk. Since then, this milk-containing beverage product has been continuously updated, from a single flavor to six flavors, and then to AD calcium milk with added complex bifidum factors and taurine. Now the Wahaha fruit milk series has been sold by Zong Qinghou. It occupies an important position in the product group. In 1996, Zong Qinghou began to launch Wahaha purified water, which became a huge success in the country and still ranks among the top in the bottled drinking water market. p>
After just over ten years of development, Wahaha has established more than 20 holding companies and wholly-owned companies in eight provinces and cities across the country, becoming the largest enterprise in China's beverage industry. This is in line with Wahaha's unconventional strategy. It is inseparable from Zong Qinghou’s own meticulous thinking.
In Chapter 91, it can be said that speaking is to express certain content and opinions. , convey some kind of information. Under this premise, language expression skills are the key factor, which may affect the personal interpersonal relationships between negotiators, and may affect the atmosphere of the negotiation and the success of the negotiation. Language expression is very flexible. Also very creative, there are few specific language skills that are suitable for all conversations. Regarding business negotiation, a communication activity with specific content, the following details should be paid attention to in language expression.
Be more targeted
In business negotiations, each language must express its own wishes and requirements, so the negotiation language must be highly targeted and targeted. Vague language will make the other party confused and resentful, reduce one's own prestige, and become an obstacle to negotiations.
For different products, negotiation content, negotiation occasions, and negotiation opponents, different languages ??must be used in a targeted manner to ensure the success of negotiations. For example: for negotiating opponents with a quick temper and straightforward personality, using short and bright language may be popular; for slow opponents, using long and heart-warming conversations may be more effective. During negotiations, we must fully consider the differences in the personalities, emotions, habits, cultural levels, and needs of the negotiating opponents, and use targeted language appropriately.
Expression should be tactful
Euphemistic language should be used as much as possible in negotiations, so that it can be easily accepted by the other party. For example, when vetoing the other party's request, you can say something like this: "What you said makes sense, but it is slightly different from the actual situation." Then put forward your own point of view without revealing any trace. Doing so will not damage the other party's face, but also allow the other party to listen to your opinions calmly and carefully.
Good negotiators often cleverly disguise their own opinions as the other party's opinions in a euphemistic way to improve their persuasiveness. Before offering your own opinion, ask your opponent how to solve the problem. When the other party puts forward an opinion, if it agrees with your own, make the other party believe that this is his own point of view. This will make the negotiating opponent feel respected, and he will think that opposing the plan is opposing himself, making it easier for both parties to reach an agreement.
Use silent language appropriately
In business negotiations, the silent language expressed by negotiators through non-vocal organs such as postures, gestures, eyes, and expressions can often play an important role at critical moments. role. Negotiators can use these silent languages ??appropriately to enhance the strength of negotiations.