Red flag does not handle wet _ remember the word Food Co., Ltd. Hunan Xiang Zhao, general manager of commercial warfare strategy in North

    Indeed in a turbulent sea of ​​business travel for over 20 years, listening to McCain Huishenghuise Xiang Zhao North "by the sea", so I could not help being infected by his emotions for his business war strategy impressed. He's a road "Zhao theory" is not unfathomable, but non-ordinary people can and his interpretation of the sea situation, everyone become a beautiful landscape clusters, and to business colleagues with admiration.

 

    American entrepreneur Paul Getty in the "How do I become the world's richest man," a book, once said: "a very successful businessman, not to imitate others, or his own thinking and behavior, squeeze any obsolete mode. He must place has its own personality, acting on independent thinking. "It is said that any successful entrepreneur, he implemented business war strategy are different. Zhao Xiang-versed in North herein truth, and in practice has been confirmed.

 

    According to Chinese tradition, only the Mid-Autumn Festival moon cake before eating, usually almost no human Tianjin. Therefore, the Mid-Autumn Festival moon cake spa industry golden season, known as "Mid-August, half grain," said Zhao North Xiang is a "do not know enough," the man, he do not want to lie inside the Mid-Autumn Festival this half grain to enjoy leisure, he wants to find Another half a grain. February 1993, the Spring Festival is over, the face of the off-season, other food manufacturers to stay at home and wait for that long golden season, but it is making determined efforts Xiang Zhao north, began to attack another half a grain. The annual Lantern Festival is also Chinese people's traditional festival, which certainly presents tremendous opportunities. Zhao Xiang according to customers seeking fresh north psychology, bought about 8 sets Lantern machine, in its own sub shop in front of the on-site processing site to sell, customers see and feel, this trick immediately attracted a large number of customers, one week down, actually earned $ 200,000. The following year the Lantern Festival, Lantern Festival, Changsha, some of the production of the manufacturers followed suit, will also be moved to the street machine, repeat the mistakes of Zhao North Gordon. This year, Zhao Xiang and fathom the north to the customer's mind, highlighting the style all their own, others bigger, he did little. Small size of the pearl dumpling has become a popular commodity in the people of Changsha. To three years, Zhao Xiang and ingenuity north, the introduction of advanced technology into frozen food, named Hunan dumplings, a time, a thin, soft and waxy and fragrant "Xiang dumplings" has become the people of Changsha rush "delicacies", the public snapped "Xiang dumpling" became a big attraction. This year, "Xiang dumpling" easy profit 600,000 yuan.

 

  The increasingly fierce international market competition, more and more business leaders recognize: commercial war as soldiers fighting, "soldiers who" and "deception" has permeated into commercial war. It is no alarmist, and proved all sorts of today's international market battle, regardless of their tactics, traced its origin, and both are "soldiers who" and "deception." Zhao Xiang North Road is a good soldier of entrepreneurs.

 

    A few years ago, the food industry "different army" projections, the annual Mid-Autumn Festival, the province of dysfunction straight to Changsha, the provincial capital upsets uproar, "army" was beaten to pieces, defeated. Zhao North Xiang see in the eyes, pain in my heart, how can we regain the moon cake market? Storm apparently not. Xiang Zhao North blindly without other people's footsteps to launch ad campaign, but another way, a surprise move. 1994 Mid-Autumn Festival on the eve of his high ratings and the provincial television station famous column of a contact, please epidemic prevention station of experts talk about "how to buy moon cake." Experts analyzed on television, moon cake is a highly time-sensitive food, fresh period of only 15 days, if the provinces of moon cake to Changsha sales, after processing, storage, transport and other sectors, until the sale of OTC Qiang, generally close or has exceeded the shelf life, especially in transit, high and low temperatures uneven, moon cake most likely to mildew. A series of scientific analysis, to produce a consumer-oriented public spending, Mid-Autumn Festival approaching, the general public flock together "Xiang" plate moon cake counter, provinces moon cake has become a kind of "embellishment", the festival is over, the provinces manufacturers shall big sale is not a bottomless pit, suffered heavy losses. Zhao Xiang The trick is to cater to the north of customers believe in science, care of the body buried in the hearts of so circuitous attack opponents weaknesses, leading to other provinces moon cake, "defeat Mai City", which is the genius of Xiang Zhao north.

 

    "Counterparts as enemies." Say is irreconcilable contradictions of peers, which in the modern business war is less than desirable. But the same type of product in the market competition, but it is inevitable to happen face to face confrontation. This positive Liu Kang single courageous is not enough, you must outwit. Zhao North Hunan province, a cake factory with competitive market is a typical example.

 

    A few years ago, people have the impression that in Changsha, birthday cake not "Rosa" must go, while the "Xiang" character cake poorly understood. Xiang Zhao North through market survey and found that the "Rosa" popular market for two reasons, first, the name sounds good, full of romantic warmth; Second, taste delicious, fluffy and flavorful, sweet but not greasy. Xiang Zhao North features for Rosa cake, and immediately took the appropriate measures: First, "Xiang" plate cake was renamed "France Le Qi (frend cheer transliteration), translated in the past is the" friend, cheers j "means, the name is not only nice, and far-reaching; two is heavily engaged renowned pastry chef for the overall supervision and guidance to ensure that the "law Yue Qi" cake quality with "Rosa" comparable; three is to create a sensational effect, causing the public to new varieties attention. November 1995, a 1.98 m high eight layers, unique shape of the "France Le Qi" cake in the north Zhao Xiang hand was born, and appeared in Little Swan Hotel, such a large cake immediately in Changsha caused News effect, the capital of several authoritative newspapers have to be reported, so that "France Le Qi" in one fell swoop fame. Tanzania north Zhao Xiang did not get enough, and immediately after introduction of new tactics: Where to buy "France Le Qi" cake friend, free VOD television in Changsha, At the time, some people are very difficult to understand the point the song to 200 yuan, while a box of cake only tens of dollars, would not losing money? Zhao Xiang has its own North assertive, his heart his calculations: Changsha resident population of over 100 million people a daily average of nearly 5,000 people birthday, plus wedding and other celebrations, festive cake vast market, if aroused public interest in increasing the number of people buying cakes, VOD costs will be reduced. proved Xiang Zhao North reasoning is correct The day now buy "France Le Qi" cake growing number of daily sales of up to 150 or more. a large part of that is directed at the song came. Zhao Xiang North correct tactics so that "France Le Qi" cake reputation increasing, thus breaking the "Rosa" cake dominate the world situation, a "two tigers hegemony," the gratifying phenomenon. Actually, Zhao Xiang north of song, then why did not taste it advertised? move described as double-edged sword I

 

    A brand is difficult, more difficult to protect brand.

 

    Xiang Zhao North in just a few years time, they created a "Xiang" word food brand, I do not know how much effort he embodies, and let "Xiang" plate of food eternal youth, long-stay customer in mind, Zhao Xiang has moved north without less brains.

 

    Annual Mid-Autumn Festival "moon cake war", the production of moon cake moon cake manufacturers generally have some of the backlog, and this time-sensitive foods, once outdated, it will be "discarded as trash." Therefore, manufacturers of a foreign moon cake off "Autumn," in a hurry and discounts can save much on how much to save. The North Xiang Zi was the opposite, he will be scrapped annually outdated moon cake, but unfortunately it was shaking his head, such as price to sell, may also be able to recover some of the salvage value. But Zhao North Xiang a theory of his own. He gave us such a hit analogy: If you buy a box of "Zhao moon cake", the value of 488 yuan, to give to your friends, but other Mid-Autumn Festival is over, but this box of moon cake price is 20 yuan a box, when you see the moon cake look into more than 400 yuan 20 yuan a box, you must have one kind of feeling of being fooled; Also, if your friend sends you to the store to see the moon cake is only worth $ 20, then your friends there will be a feeling of being cheated, so that next year you will not buy "Zhao moon cake" was. Although Xiang Zhao North this very simple example, but it contains a deep truth: brand is not devalued, devaluation can not be into it as a brand. Therefore, "Xiang" character of the brand of food should always make people feel that the identity of the noble. Column moon cake market, Zhao Xiang summed up like this one in North rule: do not eat moon cake moon cake to buy, do not buy moon cake to eat moon cake, that is to say, moon cake gift are generally used, therefore, when the customer sudden devaluation of the purchased goods, will appear on the imbalance of the heart, which is unacceptable to the consumer. Good brand image is the consumer buying behavior to generate trust and foundation.

 

    "Beach-goers head to Tao Li, handle red flag is not wet." Zhao Xiang is so carried him north of the "Xiang" plate banner, with his superhuman wisdom and courage to create a business one after another miracle. Currently, he was in the planning and preparation of new strategy, perhaps, but not future, but also to enjoy the commercial war he directed the wonderful scene.

 

Trilogy, meaning different songs. Zhao North Xiang is so, always seize the commanding heights of the market, to maintain their unique strength of character, which is north Zhao Xiang in the marketing strategy of a consistent cause dirty magic.