In October 1988, Zong Qinghou saw a news item published in the Hangzhou Daily: "Yu Ruomu, president of the China Student Nutrition Promotion Association and a renowned nutritionist, revealed at a current seminar that 1/3 of the nation's 3.8 billion children and elementary school students are malnourished, and 47 percent of children between the ages of 8 and 12 are malnourished in Zhejiang Province alone. ......"
Zong Qinghou eyes: more than half of the children need to supplement nutrition. Although there are 38 kinds of domestic nutritional solution, but they are adult products, instead of producing the 39th kind of adult nutritional solution, we should go to occupy the children's segment of the market, produce a children's nutritional solution. Zong Qinghou firmly believe that the country's children have got 300 million consumers, 1 / 10 is 30 million, if you can drink a big mouthful of water in this market segment, is a huge success.
The market is found, but how to solve the product problem? Zong Qinghou a did not learn nutrition, the second did not create a nutrient solution. How to do? Zong Qinghou thought of seeking talent, science and technology factory. He went to the Department of Nutritional Sciences of Zhejiang Medical University to ask for experts, and then went to the century-old store Hu Qingyu Tang to ask for pharmaceutical technicians and senior development engineers. In Zong Qinghou carefully nurtured, Wahaha products finally mass production.
Afterwards, some people commented that Zong Qinghou opened Wahaha children's nutritional solution is a risky and strange, to win by surprise. But this can not be separated from his scientific and meticulous analysis of the market. At that time, China is the implementation of family planning policy in the early days, the only child has become a "little emperor". Parents and elders of the spoiled make children partiality, picky eaters, resulting in widespread malnutrition. Wahaha Children's Nutritional Liquid is based on traditional natural food as raw materials, through the regulation of human body functions, enhance children's appetite, so that children from the rich food intake of a variety of nutrients, and does not contain any hormones, no side effects. Such a product, together with a unique marketing and sales strategy, has a very high chance of success when it is put on the market.
Unlike Sanzhu Oral Liquid and Giant Nutrient Liquid, Zong Qinghou does not implement a carpet-bombing advertising strategy. He called his marketing means for the "cosmic flow", that is, concentrated funds and manpower, all-round attack, and strive in the shortest possible time, to produce a breakthrough point, the radiation of the whole situation of the miraculous effect. Every time you develop a market, Zong Qinghou will be on the spot. Within a month, the size of the local media tirelessly tell you: "Drinking Wahaha, eating is fragrant." This positional war is easy to produce results, but also can avoid too large advertising spread brought about by the emergence of the situation out of control.
Beyond the battle of positions, Zong Qinghou also played a lot of successful blocking war. For example, to develop the Zhengzhou market. Zong Qinghou wandered the streets of Zhengzhou for three days, careful he came up with a masterstroke. He went straight to find the local traffic and education departments, proposed to Zhengzhou 50,000 elementary school students customized yellow hats, so that after school crossing the road is much more eye-catching, conducive to student safety. The relevant departments are for traffic congestion, students crossing the road dangerous, now the sky falling cake, there is no reason not to allow? A week later, the streets of Zhengzhou will flow everywhere labeled "Wahaha donation" of the small yellow hat. The media have reported this matter, Zong Qinghou two birds with one stone: Wahaha not only public welfare image greatly increased, but also more than 50,000 "mobile advertisers". With a mere 150,000 yuan, Zong Qinghou has conquered the Zhengzhou market.
If the Zhengzhou battle was Zong Qinghou's masterpiece in the shopping mall, the Chengdu battle is a legend of commercial warfare. 1989, the National Sugar, Tobacco and Alcohol Ordering Fair was held in Chengdu, where ten thousand merchants gathered to advertise the war. People believe that Zong Qinghou want to win the advertising war, no 3 million yuan, it is impossible. But Zong Qinghou smiled faintly: "I only brought 70,000 yuan."
At the climax of the meeting, an advertising team of blonde foreign students suddenly appeared on the streets of Chengdu, holding up a Wahaha banner and distributing promotional crystals along the way. "The foreigners are advertising Wahaha." Citizens flocked to the street to see what was going on, it turned out that this is Zong Qinghou from the Chengdu Foreign Affairs College invited foreign students. Such as a few days, Wahaha quickly spread through the streets of Chengdu, sales soared.
Wahaha's naming can also be said to be unique. Due to the influence of the traditional nutrient solution naming habits, people tend to think more × × × vegetarian, × × × essence, and so on, but Zong Qinghou has a unique vision. He noticed from a Xinjiang folk song "Wahaha" three words, he fancy three words, there are three reasons: First, "Wahaha" three words in the vowel a, is the earliest and easiest for children to pronounce, very easy to imitate, and pronounced loudly, phonetically harmonious, easy to remember, and therefore easy to accept; Second, from the traditional nutritional liquid name habits, people tend to think of x x x veg and so on, but Zong Qinghou is unique. Therefore, it is easy to be accepted; secondly, literally, "Haha" is the expression of laughter and joy by people of various skin colors; thirdly, the children's song of the same name has been sung inside and outside the Tianshan Mountain and in the north and south of the Yangtze River with its unique joyful and bright tones and rich national colors, and it helps people to be familiar with it, recall it and remember it. People will be familiar with it, recall it and remember it, so as to improve its popularity. In a word, take such a chic trademark name, can greatly shorten the distance between consumers and goods.
After the name was finalized, Zong Qinghou commissioned the design of two lively and lovely dolls for the trademark graphics, in order to achieve the organic fusion of the trademark name and trademark image.
In his efforts to protect the brand, Zong Qinghou thought of many details. In the wahaha trademark registration, in order to avoid speculation in the market, zongqinghou registered a series of defensive trademark "doll ha", "ha doll". In order to change the past product trademark is not noticeable, inconvenient to recognize the situation, wahaha designers expanded wahaha text and graphics, so that it occupies most of the area of the packaging, eye-catching and prominent.
Zong Qinghou began to think about expanding his business after it gained a certain level of popularity. 1992 saw the launch of his first beverage product, Wahaha Fruit Milk. Later, this milk drink products continue to update, from a single flavor into six flavors, and into the addition of complex bifidus factor and taurine AD calcium milk. Now Wahaha fruit milk series has been in Zong Qinghou's product group army occupies an important position. 1996, Zong Qinghou began to launch the Wahaha pure water, the results have been a great success. In that year, it became the first product in the national market share, and still ranks at the top of the market share of bottled drinking water.
After just over a decade of development, Wahaha has established more than twenty 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 inseparable from Wahaha's strategy of identifying new and innovative ideas, as well as from Zong Qinghou's own meticulous thinking.
91 words, the original can be said
Speaking is to express some kind of content, point of view, to convey some kind of information. Under this premise, language skills are the key factors, small may affect the interpersonal relationship between the negotiators, big will affect the atmosphere of the negotiations and the success of the negotiations. Language expression is very flexible and creative, and there is no specific language expression technique that is suitable for all conversations. In terms of business negotiation this has a specific content of communication activities, language expression should pay attention to the following details.
Targeted to be strong
Business negotiations, each language is to express their own desires and requirements, so the negotiation language should be targeted to be strong, to achieve the target. Ambiguous language, will make the other party doubt, resentment, reduce their prestige, become an obstacle to the negotiations.
For different commodities, negotiation content, negotiation occasions, negotiation opponents, to be targeted to use different language, in order to ensure the success of the negotiations. For example: on the short-tempered, straightforward negotiation opponents, the use of short and clear language may be popular; on the slow and methodical opponents, the use of spring rain like a long heart-to-heart talk may be more effective. Negotiation, to fully consider the negotiation opponent's personality, emotions, habits, cultural levels and differences in demand conditions, the appropriate use of targeted language.
Expressions to be polite
Negotiations should try to use euphemistic language, which is easy to be accepted by the other side. For example, in vetoing the other party's request, you can say this: "What you said has some truth, but with the actual situation is slightly different." Then put forward their own point of view without revealing. This will not damage the face of the other party, but also to make the other party calmly and carefully listen to their own views.
Negotiators often skillfully disguise their own opinions as the other side's insights in a euphemistic way to improve persuasion. Before your own opinion is put forward, ask your opponent how to solve the problem. When the other side of the opinion after, if and their own opinions, to let the other side believe that this is his own point of view. So that the negotiation opponent has a sense of respect, he will think that the opposition to this program is against their own, and therefore easy to make the two sides to reach agreement.
Appropriate use of silent language
Business negotiations, the negotiator through posture, gestures, eyes, facial expressions and other non-vocal organs to express the silent language, often in the critical moment can play an important role. Negotiators can appropriately use these silent language to enhance the strength of the negotiations.