Самый богатый человек Ян Фэй - Глава 1542
Chapter 1540 The rumors are fierce
“Boss, the American branch has some trouble.” Old Yan got up and sat down on the hospitality sofa.
“I already know.” Yang Fei poured him a cup of tea, and made a sign of please.
Lao Yan quickly got up, bent over, and then picked up the teacup.
“I’m about to discuss this with you.” Yang Fei said slowly, “Tell me first, what do you think?”
Old Yan thought, I also just received a call, only to realize that there was a problem in the United States. How could the boss know before me? Could it be that he is in the United States, what else is missing?
As soon as he thought of this, Lao Yan felt a little more in awe of Yang Fei.
Old Yan said: “Americans look down on foreigners. This is a tradition. In the eyes of many people, all yellow-skinned people are Chinese, and their status is not as good as that of blacks.”
Yang Fei waved his hand: “We will not discuss these, only the sales of our company’s products.”
The old Yan spread his hands and said helplessly: “The problem is that we can’t get around these things! Not only do we encounter these problems when we go to the United States to develop, but companies from other countries will also encounter problems when they develop here. This is the case. It is a universal problem in the world, and there are differences in the culture and customs of each country and region!”
Yang Fei said: “I think there is a word that can solve this problem well.”
Old Yan couldn’t help but leaned forward slightly: “please ask the boss for advice.”
Yang Fei said: “Localization!”
Old Yan repeated: “Localization?”
Yang Fei said: “Yes, it is localization. You are right just now, all international expansion will encounter various problems. Especially this kind of targeted discrimination. Therefore, we should try our best in product packaging and labeling. Downplay the concept of country and nation.”
Old Yan nodded and said, “It makes sense. After entering the Chinese market, the products of P&G and Unilever have been well localized. If you don’t deliberately understand many products, you don’t even know that this is an American company. of.”
Yang Fei said: “Countries and cities, such labels are a double-edged sword. Used well, they can play a finishing touch. If you don’t use it well, it will cause disgust. A perfume, if it comes from Paris, France, then it can be used. Propagate it, because Paris has always been the capital of fashion, romance, and perfume. Putting such a label on it will win the love of consumers.
He also said: “If you are from Tokyo? Be cautious when labeling, because many people in our country are very sensitive to Japanese products. When you say that you are Japanese products, you still use the contemporary speakers of island stars, they will subconsciously resist. If I didn’t buy it myself, I urged people around me not to buy this product. Many Japanese products are not bad, on the contrary, their quality is very good, but because they are Japanese products, they can’t be sold in our country, and they can even be returned city.”
Old Yan said: “The attitude of Americans towards our products is probably the same.”
Yang Fei said: “We can’t expect the market to make changes for us, nor should we have illusions and confront the entire market. This idea is completely unrealistic. What we have to do is to change ourselves.”
Lao Yan said with a smile: “Indeed, it is always difficult to change others, and it is relatively easy to change yourself.”
Yang Fei said, “That’s the truth. So, let’s change ourselves! From packaging, naming, product promotion, and spokespersons, we are all localized! The country where our products are sold will be localized in that country, and consumers must be localized. To downplay the geographical concept of commodities, let them subconsciously think that this is the product of their country.”
Old Yan muttered, “Localization is easier said than done, but it is difficult to do.”
Yang Fei said: “Then step by step, first replace the spokespersons and replace them with stars from the United States, and do the same for other countries. The packaging must also be changed to more in line with the local people’s preferences and acceptance. Welcome packaging style.”
Old Yan said: “Okay, just change it like that. It should work.”
Yang Fei said: “We have a factory in the United States. This is our advantage. Our raw materials, production, and sales are all in the United States. We are not imported or exported to domestic sales. We must highlight these and let the Americans understand that we The products are American products!”
Old Yan said: “If you want to change the trademark, do you want to change it too? The white brand uses the word ‘white’, which is concise, generous and prominent, and is thoroughly localized.”
Yang Fei said, “I’m afraid that there will be problems with the registration of the trademark. But it doesn’t matter. If anyone owns the ownership of the trademark, we will buy it with capital. Remember, buy the trademark first before proceeding with the next move. Otherwise, others will know us. If you have to buy it, the price will be raised.”
Old Yan said: “Okay, boss. Our products don’t have so many problems, but we have received a lot of complaints in the United States. I think this may be famous.”
Yang Fei said: “It’s just a habitual trick in business warfare! Isn’t it easy to find a hundred people to complain? No problem? Then it’s a good idea! This kind of business warfare method is not only popular in our country, but also abroad! Don’t think that foreigners are all foreigners. All gentlemen!”
Old Yan said: “I also suspect that someone has made a malicious report, so we welcome supervision agencies to check it. We can use formal means to avoid these bad reviews!”
Yang Fei sternly said: “It’s inevitable. Rumors are fierce than tigers, we must pay attention. Three oral liquids are our teachers. Who can imagine that three plants with a single product sales of 8 billion yuan four years ago Is it going to be muddy now? Just because of a rumor that three oral liquids drank people to death, this giant company was destroyed Lao Yan sighed: “The three are really wrong. ! ”
Yang Fei said: “We can’t follow in the footsteps, so public relations are very important. Once there is a sign of bad public opinion, we must eliminate it and not let it cause a huge disaster.”
Old Yan said: “The reason for the fall of the three trees is one aspect of the well-known lawsuit, but more importantly, the three trees have attracted a lot of attention and are suspected of false propaganda. This is the root of their demise. I admire the three trees the most. The company’s management system is its management system, which is military-style management. Someone once commented that if you send them a guy, you can go to the battlefield.”
Yang Fei said: “The execution ability of the three employees is the best in the company I have seen! But execution ability alone is not enough. Facts have proved this. Military management is not necessary for enterprises. After all, employees are just employees, they are not soldiers. Moreover, although the military’s combat effectiveness is strong, there is also a saying that makes the soldiers fall like a mountain. On the battlefield, as long as the main flag falls, no matter how many soldiers are, it is just a pile of scattered sand! So, We don’t need to learn from this model.”
Old Yan said: “Boss sees you well.”
They were discussing happily, and there was a dispute outside the office.
The glass in the office is specially made. You can’t see the inside from the outside, but you can see the outside from the inside.
Yang Fei saw that there were several employees outside arguing around Yi Dai, and a female employee reached out and pushed Yi Dai. Yi Dai fell back and hit the desk.