"In fact, it's the same in the world not only in Long Kingdom, but most entrepreneurs don't know where they are," Cui Ning talked:

"In addition to the entrepreneurial success that I just said is too accidental, there is also position. Most entrepreneurs are arrogant and hear praise and compliments, especially successful entrepreneurs, because they were too successful in the past, they regard all their experience as truth, regard accident as necessity, and attribute all their previous success to their greatness.

Or you think you are omnipotent, but once the environment and competition change, you often lose your direction and don’t know what to do, or you don’t know where you should go.

We can see that the managers, factory managers, and the brands they founded in the 1980s have basically withdrawn from the historical stage. In addition to the entrepreneur Chairman Yu and Chairman Liu’s own knowledge structure and management experience, what is important is the development and expansion of the industry and seize the opportunities of the times.

But they also face certain problems, but before entering the sea, giant ships have been built. Many companies enter the sea and still hold sampans. Just like Ona, this is destined to capsize. The people on the ship are always full of dangers. It is just that some companies enter the sea and are calm. Once the wind blows, we all know what the ending is.

Also, entrepreneurs are basically not omnipotent, but they think that the success of the company is due to their own abilities. Only themselves can make the company better and better, including forgetting the truth about how the waves are washed away and the emergence of heroes, so they are often just one-man, including dictatorship.

Whether it is the training of talents or the company system, they are in the early stages of development. Once they face a fierce competitive environment and capital invasion, they will be in a hurry or have a foolish move. I have been studying enterprises for more than ten years and have been in contact with many entrepreneurs. Many entrepreneurs are committed to death, but they are also suffocating to death because they do not have a good think tank.

Also, after the company grows, entrepreneurs are actually very open-minded. Many entrepreneurs have the mind of Liu Bei and know that it is impossible to make the company bigger and bigger by themselves. They have obvious shortcomings. However, they often cannot find Zhuge Liang, so they regard Zhang Fei as Zhuge Liang, which can win battles, and even are very useful in many cases. However, if they really fight for a long time, or the war is extremely complex and arduous, Zhang Fei can only serve as Cao Cao's dish, so many companies also die of lack of talent and lack of successors.

So the problem mentioned by Director Huaxia Hua and Manager Zhang Dahai just now is not a problem in our industry. Maybe the companies you used to serve are relatively specific projects, or the bid statement is very clear, or the purpose of advertising is to attract business, which is not important."

Cui Ning continued to explain his views confidently:

"Ona's purpose is to revitalize several of its products and continue the concept of plant-based products and still stand out in the plant shampoo and hair care market. This should be easy to understand.

As for means and funds, we cannot be careless. We must make scientific plans based on the media environment, competitors and some investments in the past two years.

However, I would like to remind everyone that no matter what kind of enterprise or industry you face, you don’t have the statement that the more money the better. The so-called more money, the better, is just one of the 100 essential conditions, and many entrepreneurs cannot see the other ninety-nine must-have conditions, so they have an illusion.

This is like people. Everyone wants to have money, but for five thousand years, no one, a family or a dynasty dares to say that the more money, the better. Including wars in history, it may not be that if the money is the most abundant, it will definitely win. It is best to be suitable.

Then those who lead troops to fight should be really far-sighted, have super smart, and are good at using all resources to fight. The key is to give a person or a company billions or tens of billions, which may not necessarily become a good asset, and may even crush them to death and kill them."

"Mr. Cui, what do you mean is integrated marketing starting from products? Do you need to consider that the media is so meticulous?" The question was Huaxia.

"To be precise, integrated marketing. Although I think this concept is very vulgar, it is not just about starting with the product. I have to tell Mr. Huang where he is now? I also answered the question you just asked, which is to scientifically analyze Ona's success and failure experience, and give Mr. Huang a basic answer from the perspective of consulting.

Then the question is how to do it, which is what you said about the second revolution starting with the product. I mean that one product is enough, which is plant shampoo and hair care products. To put it more simply, it is the repositioning of plant-based products, new packaging, and then a brand new launch."

"Mr. Cui, but we talked privately. Everyone thinks that the old products are almost dead. It is better to keep a concept. It is better to make new products." Zhang Dahai said quickly.

"Oh, the old products are almost dead, which means that in terms of fashion, attitude, and market recognition, they are far behind Jiebao's products, and they don't have much presence. Is that what it means?"

"Yes, that's probably what it means"

"I have to say, what you said makes sense." Cui Ning pondered for a moment:

"It is a fact that almost dies, there is no sense of existence, and it is even more true that you are beaten by Jiebao when facing competition, but... it is even more true that you have achieved a century-old success. It is also a fact that you have gained a high sense of identity among consumers. If you respect the facts, you must actively face the facts and analyze the rules.

Jiebao is also desperately looking for a partner in our Long Kingdom for plant formulas, and it is even true that he wants to acquire Ona. However, Mr. Huang is not an entrepreneur who can easily admit defeat. He believes and hopes that his brand can compete with Jiebao.

When we think about and sort out a few facts from different angles, we must face a more cruel fact, that is, Ona is actually a concept. The success of an advertisement for a Hong Kong superstar is because Jiebai has always ignored this market and the success of the times.

At that time, Jiebao never thought that he would have an opponent in Longguo, but Jiebao is not the preparation for war a few years ago, so this project must also consider a fundamental issue, that is, when facing Jiebao, we must play to our strengths and avoid our weaknesses, and we must concentrate our superior forces to attack the enemy.

Our advantages are pure nature, plant shampoo, and the traditional Chinese herbal culture of the Dragon Kingdom, but the key is how to tell stories.

The reason why I think I need to use new packaging for old products is actually the same as what you say to launch new products. What you say to launch new products is nothing more than plant shampoo, or make some changes in the text. Is this what I mean?"

"Yeah, probably the same," Huaxia replied.

"Hahaha, don't be about the same, yes, no, no," Cui Ning slightly emphasized a little. "We must not only consider and face reality, but also summarize the rules. This is the attitude of a professional company.

The most important problem of Ona's failure is the poor channel strength in large stores, the poor persuasiveness of terminals and promotions, the poor packaging and fashion style of products, and the failure to deal with it when Jiebao launched low-priced products, and lost more than half of the fashion of low-priced shampoo care.

Especially the newly graduated college students once again became loyal users of Jiebao. In the high-end market, due to the multiple factors of brand power, price and packaging, they cannot compete with Jiebao's high-end products. In the main market with a price of around 20 yuan, Ona faces the merger of Jiebao's three brands, Pierro, Haifangsi and Paiting.

In particular, Paiting proposed the concept of vitamins, nutritional repair, and hair health. This concept also has experimental data support from many foreign institutions and a series of brand story interpretations. It can be said that it has vertically attacked the so-called nourishing and repair of the plant school, leaving the plant school without any advantages. This is a very sad thing. It is not only the sorrow of consumers, but also the sorrow of our domestic brands.

Also, the competitive brand is also an international giant, Lihua. The brand Xia Zhilian, which they made last year, also has long-lasting anti-dandruff, healthy hair, long-lasting and strong, and naturally nourishing concepts, but it is more fashionable and has more impactful advertising vision. Although Ona uses Hong Kong Island superstars, design, brand tools and channels lack this international style and fashion sense, so she has been abandoned by the times.

So, today we must think clearly about the rules and facts. Of course, we must make the competitors clearly researched.”

Cui Ning spoke while looking at the dozen ** shampoo placed on the conference table and said:

"It is absolutely impossible to become an industry expert within a few days, so outside the project, I put forward a basic requirement, that is, everyone in the company must develop the habit of researching the industry."

"Many people said, I must be studying the industry, working, thinking, and writing every day, isn't this enough? Of course, this is far from enough." Cui Ning emphasized very seriously:

"As a professional, including becoming a teacher in the company and an expert in the industry in the future, my requirement is to take notes, do thinking and research, sort out my own ideas, and then record them and write them into professional articles. I have been writing professional articles for several years, so many companies call me teachers, and they are also considered brand experts in the industry.

Everyone here must become the leader of the industry's opinions within two years and become a real brand expert within three years. The basic ability of listening, speaking, reading and writing must be missing. The key is to have your own works. This is my basic requirement for the company's copywriting planning. Do you understand?"

"Understood"

"Just understand, companies can train professional managers, and our cultural media companies can also train brand marketing experts. This is what I expect from everyone and company executives.

Then let’s continue to talk about Ona, where is Ona’s opportunity? Where is the weakness of Jiebao? Including if consumers choose Ona, will the plant-like school be the core competitiveness? What else can we dig out from the core concept of Plan-like school? Including our channel costs and strategies, how should we deal with the wealthy Jiebao?"
Chapter completed!