Chapter 7 Chapter 6 From Small to Large: Grasp the Direction and Steady Development
On March 7, 1918, Konosuke Matsushita and his family moved to the new site on Dakai Street, and for the first time hung up the sign of "Matsushita Electric Manufacturing Co., Ltd."This day is an unusual day in the history of Panasonic. From this day, Konosuke Matsushita led his team to the world.
On May 5, 1932, when Konosuke Matsushita had a successful career and announced his mission to the company's employees, he decided to mark March 7th as the anniversary of the founding of Matsushita's business and the founding of Matsushita Electric.To this day, this day is still the anniversary of the founding of Matsushita Electric Co., Ltd.
Konosuke Matsushita has his own considerations for taking this day as the anniversary of the founding of the company.In his later recollections, he explained that the Matsushita Electric Manufacturing Co., Ltd. at that time had gone through untold hardships and had taken shape on that day, which is really memorable.As an entrepreneur, it takes less than a year to achieve this achievement after starting a business. It is of course full of joy and confidence to officially hang up your own signboard. It is only natural to use this as a starting point for further development.
After accepting the order of the electric fan chassis from Kawakita Electric, Konosuke Matsushita concentrated the main production force to complete this task.But he also started developing new products at the same time.
In addition to the original socket, the new product is mainly a plug.The original single-use plug is also an improvement. The raw material is the metal lamp cap of the electric lamp, so it is very cheap and has guaranteed performance. After being put on the market, it is very popular with consumers, and the supply is almost in short supply.Compared with the situation in the past where sockets could not be sold even after thousands of begging, it is really a heaven and an underground.
Stimulated and encouraged by the success of the improved plug, Konosuke Matsushita began to develop new products in his spare time.With his 7 years of working experience at the Osaka Electric Lamp Company, he soon invented the "socket for double lamps".This is a transformation based on existing products, further improving its quality and practicality.After the improvement of Konosuke Matsushita, this product has become a new product that is very different from the old one, very applicable and of high quality.After being put into the market, it is even more popular than ordinary sockets.
Not long after the socket for double lamps came out, a wholesaler named Yoshida Shoten in Osaka came to visit Konosuke Matsushita and wanted to be the general distributor of sockets for double lamps.
"Matsushita, I am very interested in the socket for double lamps manufactured by your factory, and I would like to cooperate with you. Can you let me be the general distributor of this product?"
For Yoshida's proposal, Konosuke Matsushita also showed obvious interest, so he asked Yoshida to talk about the idea of distribution. Yoshida said that he was in charge of sales in Osaka area, and sales in Kyoto, Tokyo, Nagoya, etc. were carried out by related stores.
When encountering this situation, Konosuke Matsushita showed his brilliance in business.He considered that the sales of sockets for double lamps would be relatively good. In order to increase production, he must expand the production scale and purchase production equipment, but his own funds were limited, so he thought that he should ask Yoshida for a deposit in advance. He explained: "Yoshida-kun , Thanks for your kindness, it is possible for you to act as the general distributor. However, the scale of my current factory is not large enough, I am afraid it is too late to manufacture and supply. If you intend to cooperate in the development of this promising product, I plan to expand the scale and add some Equipment to meet production, sales and supply. Therefore, whether it is a deposit or payment for goods, in short, I would like to ask you to provide 3,000 yen first.
Yoshida believed that Matsushita Konosuke's request was justified, and readily agreed, and the two parties concluded a contract.In this way, Konosuke Matsushita received a sum of money before the product was shipped.There are many examples of this kind of clever use of other people's funds or strength to develop themselves in Panasonic.It can be said that this is one of the secrets of Konosuke Matsushita's success.
The products sell well, and it is not too much to ask the general distributor for a deposit in advance.It is wonderful to see and seize this opportunity at the right time, and use other people's money to purchase equipment to expand the scale of production.Later, when manufacturing and selling bicycle lights, Konosuke Matsushita also used similar methods with minor differences.He asked the dry battery seller to provide 10,000 dry batteries for free, and in return he sold 200,000 of his own car lights.
This request is both reasonable and ingenious.As a result, the dry battery manufacturer agreed to the request, and Panasonic's car lights were sold, and the other side's incidental sales also reached 400,000.
For this approach, Konosuke Matsushita called it "infecting others and walking with oneself".Interests, as well as strength of personality, sincerity, virtue, etc., are all media to infect others.No matter how talented and energetic a person is, he is limited after all. If he wants to achieve an earth-shattering great cause, he must arouse others to walk with him, rely on the strength of others, and unite with the strength of others, so as to better achieve his goals.
After Konosuke Matsushita and Yoshida signed the contract for sockets for double lamps, they immediately used the 3,000 yen deposit provided by the other party to purchase the equipment, then installed and debugged it, and put it into production soon.
The Yoshida Store in Osaka also announced to the public that "Panasonic Factory's dual lamp sockets will be exclusively distributed by our store"!Thanks to the efforts of Konosuke Matsushita, the optimistic situation with deep confidence of both parties appeared. In a short period of time, the output and sales volume increased from 1,000 to 3,000, and from 3,000 to 5,000. The situation is quite good.
The world is always unpredictable, and the ruthless market competition interrupted Matsushita's dream of joy.Four or five months after Panasonic's double lamp socket entered the Tokyo market, Tokyo's double lamp socket manufacturer suddenly announced a price cut in order to deal with the impact of Panasonic's products.Manufacturers announce price cuts, which will trigger a series of reactions from retail stores and wholesalers.Therefore, the distributors in Tokyo came to discuss the price reduction with Yoshida, and Yoshida naturally had to consult with Konosuke Matsushita.
Yoshida was uneasy, and there was a reason for it.In the general distribution contract at that time, the underwriting quantity was clearly stated, and if the quantity was not reached, it would be a breach of contract, so he had to worry about it.He briefed Konosuke Matsushita on the price cuts of Tokyo manufacturers, and told Konosuke Matsushita about the reactions of retailers.Facing the sudden situation, Konosuke Matsushita couldn't come up with any good ideas for a while.Yoshida was very frustrated and lacked confidence in the agency, so he asked Konosuke Matsushita to terminate the contract.
Things changed so quickly that Konosuke Matsushita had no mental preparation at all. After thinking twice, he could only agree to Yoshida's request. He said: "The matter has come to this point, and no one could have expected it. I agree with Yoshida-kun's request to terminate the contract. Although at the beginning There is a sales quantity stipulated in the contract, but I can't force you to sell the unsalable situation caused by others selling at a lower price. I will slowly find a way to sell in the future. It's just that the deposit cannot be repaid for the time being, please relax, and I will pay you monthly Pay back in installments."
Yoshida did not expect that Konosuke Matsushita immediately agreed to his request, and he said gratefully: "Matsushita-san, I'm really sorry. As for the money, I'm not in a hurry, and it's not too late to talk about it when it's convenient for you." That's it. , the total distribution only carried out half of the contract, and it was terminated.
After Yoshida left, the man Jing Zhi said angrily: "Brother-in-law, you are too polite to him. The contract was made at the beginning to prevent the two parties from doing anything that would damage the business. Now that the world is bad, Yoshida unilaterally tore up the contract." The contract is too unfair."
"You don't understand this," Konosuke Matsushita explained to his young and energetic brother-in-law, "If I use the contract to force Yoshida, it will only hurt both sides. Even if Yoshida is forced to go bankrupt, what will happen to our double lamp socket Benefits? It’s just for manufacturers in Tokyo to reap the benefits.”
"Brother-in-law, what should we do now? Now that the factory has added new equipment and personnel, all the workers are working at full capacity. If production is stopped or reduced, it may make the situation worse." Toshio Jingzhi was unwilling to watch the business That's how it got hit.
Yes, the problem is indeed very difficult. In this situation, Panasonic had to make a choice.
"Then it's up to us to sell it ourselves!" Konosuke Matsushita said, "Since the current production scale has been formed, there is no need to stop. Besides, our products are of excellent quality, and the public has such good evaluations of the products, so don't be afraid , it won’t fail to sell.”
In this way, Konosuke Matsushita tentatively embarked on the road of independent sales.
Konosuke Matsushita first visited all electrical distributors in Osaka City that sell Panasonic products. When Konosuke Matsushita went there, he first asked them the price of wholesale dual-purpose lamp sockets from Yoshida.He roughly estimated in his mind that the extent of price cuts requested by retailers is roughly equal to the gross profit obtained by Yoshida.That is to say, the ex-factory price of the double-light socket produced by Panasonic remains unchanged, and the retail price can be lowered after deducting the general distribution link.After calculating the pros and cons, Matsushita Konosuke said to the merchants: "Facing the pressure of price cuts, I have terminated the contract with Yoshida. In this way, everyone does not have to buy from him, and I can directly sell to you at a lower price. You supply, I wonder what you think?"
As soon as Konosuke Matsushita expressed his attitude, he immediately won the unanimous approval of the dealers.Because direct wholesale from Panasonic is really the best of both worlds for dealerships. On the one hand, they can get a share of the huge demand socket market, and on the other hand, they can increase their profits.Some stores even said to Konosuke Matsushita: "Mr. Matsushita, why do you hand over such a good thing to the Yoshida family for wholesale? It increases the intermediate links, increases the price, and reduces competitiveness. This is really inexplicable. It should be wholesaled directly. , we have long wanted to sell your stuff."
In this way, Konosuke Matsushita went around in Osaka, and the problem was easily solved.After opening the market in Osaka, the ambitious Matsushita went to Tokyo for the first time to continue to develop the market there.
As the two major cities in Kanto and Kansai, Tokyo and Osaka are very different.Long before Konosuke Matsushita went to Tokyo, he had heard something about Tokyo businessmen.In Tokyo, people's views are very deep. Just like people in all big cities in the world are more arrogant, Tokyo people also have this sense of superiority and always bully foreigners a little bit.In the eyes of businessmen in Tokyo, the goods in Tokyo are the best, and the goods from other places are second.Therefore, it is even more difficult for products manufactured outside of Tokyo to enter the Tokyo market.
However, Konosuke Matsushita was not intimidated by these.He turned around first, observing the Tokyo merchants.Later, he discovered that Tokyo people still have advantages, that is, they value friendship.The shrewdness of Tokyo businessmen lies in their ability to understand business conditions beyond calculation, which also marks their unique vision.As long as you can be honest with each other, the Tokyo business community can still accept you.And after getting familiar with each other, this kind of friendship will help you stabilize your own territory, and this kind of good cooperative relationship will be long-lasting and stable.Of course, the premise is that what you provide must be impeccable.
After mastering the secret of customs clearance, Konosuke Matsushita saw the hope of making great achievements in Tokyo.He first found Yoshida's business relationship store in Tokyo when he was the general underwriter - Chuan Store.Boss Chuan said with a distressed face: "Matsushita-san, I'm really sorry! The competition is too fierce, and there are still a lot of stocks in the warehouse. I'm afraid it will be difficult to buy from you at the moment."
Konosuke Matsushita heard what he said, and quickly clarified: "Boss, you misunderstood, this time I will no longer purchase goods for you through the general distributor, I will directly wholesale them to you, I promise, you will definitely sell my sockets better than others." Other sellers make more money."
Like other bosses, Boss Chuan was very appreciative of this kind of cooperation, so he readily agreed.Konosuke Matsushita won the first battle in Tokyo.Then, Konosuke Matsushita brought the samples, patiently resolved the doubts of the merchants with a sincere attitude, and adjusted the profit distribution between the production and sales parties. Gradually, they were also moved by Konosuke Matsushita's sincerity and high-quality and cheap products.A Tokyo retailer said: "In the past, Tokyo's electrical appliances were wholesaled to other places. Foreign electrical appliance merchants have never dared to sell in Tokyo. Mr. Matsushita, you are the first foreign merchant to come to Tokyo for sales. , It's amazing!" What Konosuke Matsushita said warmed his heart.
In this way, Konosuke Matsushita swept away the sales decline of his products in Tokyo, and quickly established a good and stable sales relationship in Tokyo.Before returning to Osaka, he got a lot of orders from Tokyo.From then on, Konosuke Matsushita will go to Tokyo every month to contact each other and collect the payment.
Konosuke Matsushita attaches great importance to the Tokyo market and has established a Tokyo-based business office here to consolidate and further develop the market in the Kanto region.To this end, Konosuke Matsushita dispatched his brother-in-law Toshio Iue to serve as the sales director of the Tokyo sales office, who is in charge of the sales business in Tokyo and the Kanto region all the year round.In Konosuke Matsushita's view, if his products cannot enter Tokyo, then no matter how sensual he does in Osaka, he will not have much success. After all, Tokyo is the only way for Panasonic's products to reach the whole country.
After this near-miss battle, Konosuke Matsushita once again enriched his business experience.During this twists and turns, he realized that both technical manufacturing and sales capabilities are indispensable in the entire business process, and the two should develop evenly, and one cannot lose sight of the other.
Konosuke Matsushita has always paid attention to the improvement and innovation of technology and technology. The technology and technology must reach a certain level. If there is no strength in this area, it will not benefit your own business. The improved socket is an example.If the technology and craftsmanship reach a certain level and the products produced meet the needs of the public, they will be able to sell well and be profitable.On the other hand, with the foundation of making good products, it is necessary to ensure the manufacturing capacity of the factory at this time. If this aspect is lacking, product quality problems will appear. At that time, no matter how good the technology is, it will be in vain. .
Production has been guaranteed, but also focus on sales.Because no matter how many and good products are produced, if the sales cannot keep up, the enterprise will still be unsuccessful.However, if an enterprise's product sales are only dependent on others, it cannot be regarded as successful. It must be based on a strong sales mechanism and team. This one-stop mechanism of production and sales is the foundation for an enterprise to remain invincible.This is what Konosuke Matsushita realized in practice.When he was old, Konosuke Matsushita recalled the beginning of his business, and he still felt deeply about these two points.
Since then, Konosuke Matsushita has established its own production and sales network. With these two items, Matsushita Electric has gained a firm foothold in the business world.
The economic depression after the First World War had a great impact on Matsushita Electric, but under the command of Matsushita Konosuke's superb management wisdom, the danger was saved.Faced with the instability of the situation, Konosuke Matsushita did not wait for the situation to improve, but made a new move in the downturn - install the phone!
In today's society, installing a telephone is not a big deal, but in Japan in the 1920s, it was a very big deal.According to data, the telephone penetration rate in Japan at this time was 5% to 6%, and the cost was very high, requiring 1,000 yen, which was equivalent to 10 times the initial capital of Matsushita Konosuke!As soon as this proposal came out, it immediately caused dissatisfaction from the top and bottom of Matsushita, but Konosuke Matsushita resolutely installed the phone under the sighs and doubts of everyone.In this regard, Konosuke Matsushita has his own considerations: the company has a telephone, which can increase the credit of the company, and can strengthen the connection with cities such as Tokyo, Kobe, and Kyoto, expand information channels, and speed up the transmission of business information.Although the scale and strength of Matsushita Electric Works at that time were not commensurate with the installation of telephones.
But Konosuke Matsushita's insight and courage are beyond ordinary people. He resolutely installed a telephone when the company's funds were not rich.
After the phone was installed, Konosuke Matsushita immediately told the dealers all over the country the news by postcard, showing infinite joy between the lines.In the era of economic downturn, dealers are in a favorable position in the buyer's market, and they are naturally picky and picky about customers, not only for the quality of products, but also for their partners. They are afraid that they will not receive the goods after payment. Or the business closed down and the payment was lost.But without exception, they chose Konosuke Matsushita as a partner, because the factory that can install the telephone at this time must be reliable.
When Konosuke Matsushita received an order call from Tokyo for the first time, he was overjoyed and immediately said to the employees: "Do you know? I placed the order by telephone!" The personal promise and the speed are fast, and the employees also cheer for the boss's wisdom.
The old Konosuke Matsushita recalled the first time he received an order by phone, and he was very moved: In that era, when a phone was installed, hearing the ringtone for the first time could indeed arouse excitement.The comfort I got at that time was more profound and lasting than today when industry and commerce are generally developed.
The installation of the telephone is not worth mentioning, but at that time, Konosuke Matsushita attached great importance to the installation of the telephone, which reflected his long-term strategic vision.
With the continuous development of the enterprise and the increasing scale of operation, Konosuke Matsushita has stronger confidence in his career. In the autumn of 1921, Matsushita Electric, whose main products were improved lamp sockets and double lamp sockets, was well-known in the market, and a large number of orders flew in from all over the world. No matter how hard it tried, it could not meet the orders.It is necessary to rent one or two more houses, or simply find a vacant land and build a factory.After careful consideration, there is an open space in the section of Dakai Road that belongs to the public property of Osaka City, which can be rented out for building a factory, so Konosuke Matsushita decided to rent it to build a regular factory.
Just do what you said, Konosuke Matsushita immediately looked for a builder to discuss building a factory.Soon, the builder sent the design blueprint of the factory, both the floor plan and the real picture, which were more magnificent than Konosuke Matsushita had imagined at the beginning, which made him very excited.So he immediately said to build a factory, but the decision was made. The estimate was 7,000 yen, and it would cost 5,000 yen to add equipment after the factory was built. However, at that time, Matsushita's assistant had only 4,500 yen. In the recession, borrowing money from the bank will not work.But if you give up your mind, it's not Konosuke Matsushita.
Konosuke Matsushita took the design drawing and thought, it must be built, and it must be found a way to build a factory. It takes half a year to build a factory. In this half year, he can earn some money to make up for it, but he can’t earn more than 10,000 anyway, so he Say to the builder:
"Honestly speaking, I don't have that much money at hand. Why don't I build the factory first, postpone the construction of office buildings and dormitories for employees, wait for the factory to start construction, and then build it after I have funds."
A builder who is well versed in architecture and economic accounting disagrees with Konosuke Matsushita's suggestion: "Mr. Matsushita, I can fully understand your factory's financial difficulties, but the cost will be higher if you build the factory first, and then build the business buildings and dormitories for employees." Increase. If we start construction together, labor and construction materials can be comprehensively utilized, and construction costs can also be saved a lot.”
Matsushita Konosuke listened and expressed that he would talk after thinking about it.
After sending away the builder, Konosuke Matsushita fell into deep thought. In line with the principle of not borrowing foreign debts and not harming the interests of the builder, Konosuke Matsushita made the following suggestions when he met with the builder for the second time.
(1) According to the plan drawn up by the builder, the factory building, office building, business building and dormitory building will be built together;
(2) Prepay the construction fee of 4,500 yen, and repay the balance in installments, with the newly built factory as a guarantee.
The builder had heard about Konosuke Matsushita's business for a long time, so he agreed to Konosuke Matsushita's suggestion, and the two agreed to complete the project by the end of July 1922.
After the start of the project, while taking care of the old factory, Konosuke Matsushita went to the construction site almost every day to check the progress of the project, ask the workers about their architectural knowledge, and supervise the quality of the project with his limited architectural knowledge.Konosuke Matsushita's expectations for this factory cannot be described in words.
Thanks to the joint efforts of Konosuke Matsushita and the builder, the new factory was completed on schedule, the area was enlarged by 4 times, and the efficiency was increased by 5 to 6 times.Konosuke Matsushita and his wife, Umeyuki Iue, strolled through the factory area of the new factory. Smelling the smell of cement and paint that had not dissipated, they were overjoyed and walked slowly from one factory building to another.
Konosuke Matsushita recorded in his autobiography:
Since running the new factory, Konosuke Matsushita rode a bicycle to work every day in order to stand on the front line of production. When it got dark, he had to light candles, which were often blown out by the wind.Especially when the wind is strong, it is very troublesome to light it and turn it off, run for a while and then turn it off, and then have to use a match to light it again.
Konosuke Matsushita, who is good at observing things, thought it would be great if there were lights that would not go out, and it would be convenient for everyone to ride bicycles.At that time, there were three kinds of lamps used for night lighting of bicycles: battery lamps, candle lamps and gas lamps.Candle lamps are not bright enough and are easy to be blown out by the wind, but they are cheap and are used by the most people; gas lamps, imported products, have a complex structure and are easily damaged, are expensive, and few people buy them; battery lamps consume fast power, and generally only It takes two or three hours to replace the battery, which is uneconomical.Konosuke Matsushita realized that the demand for car lights should be great, as long as the new products are brighter and cheaper than candle lights.
Therefore, Konosuke Matsushita made up his mind to create a bright, durable, convenient and economical bicycle light to free people from annoying predicaments.He set his sights on the battery lamp. If the battery can be used for a longer period of time, it must be improved in two aspects: one is to use a light bulb with sufficient brightness and energy saving; the other is to use a large-capacity battery.The design work naturally fell to Konosuke Matsushita himself, and there was no delay.He started to compose the sketches and worked late every day.The main point of bicycle light design is: it must not be used up in two or three hours like the current battery light, and must be simple in structure, trouble-free, durable, and can be used for at least 10 hours, and the price must be cheap.This is easy to say, but quite difficult to do.
1 day, 2 days... 3 months have passed.During this period, Konosuke Matsushita made dozens, even nearly 100 test products.After 6 months of work, the first cannonball-shaped battery lamp was made.
When Konosuke Matsushita was designing car lights, someone happened to introduce a "bean bulb" that consumes less electricity. The power consumption is only one-fifth of the old bulb. Everyone calls it "five times the light" and can maintain sufficient brightness. .Konosuke Matsushita immediately adopted the new bean bulb as an accessory for his new product.So Konosuke Matsushita reassembled the batteries used in the searchlight and put them into a shell-shaped lamp housing. The experimental results were really good, and they could last for 30 to 50 hours.The original bicycle lamp can only last for three or four hours, which is equivalent to completing a revolutionary new product that is ten times more durable than it.
The results of the experiment proved that the bean bulb worked well, and the next problem was the battery.Konosuke Matsushita believes that it is most important to be cautious when dealing with dry batteries that act like a heart.Of course, the standard batteries on the market cannot be used. The batteries sold on the market at that time were all market standard products used by flashlights and searchlights, and new products must use batteries with larger capacities.The reason why the battery light will fail, in addition to the structure of the light, the biggest factor is the poor quality of the dry battery itself.Therefore, the quality of the dry battery can determine the success or failure of the lamp.So, what brand of battery do you use?At that time, in the Kansai area, the first-class battery was Asahi dry battery, and in Tokyo it was Okada dry battery, and there were four or five other first-class brands.
Asahi dry battery was the only manufacturer in Kansai at that time, and its attitude was tough, and Konosuke Matsushita might not be able to negotiate.Tokyo's first-class dry batteries, like Asahi, are difficult to negotiate.As a last resort, Konosuke Matsushita had to choose the best one from the second-rate dry battery manufacturers.Konosuke Matsushita collected more than a dozen finished dry batteries in Tokyo and compared them enthusiastically. He believed that the products of Kodera Factory were the most reliable, so he started negotiating with them.Xiaosi Factory also readily agreed.So Konosuke Matsushita drew a sketch to change the internal structure of the old battery lamp to make the structure more compact and the wiring more reasonable.He spent some time designing the wooden casings that went with the light bulbs and batteries.This shell has completely got rid of the internal structure of the old battery lamp. Due to the need to concentrate light and save electricity, the appearance is curved, much like a cannonball head.Through experiments, the lighting time of this cannonball-shaped bicycle lamp can reach 30 hours.
Everything is ready, and finally the making of the wooden shell.This requires the cooperation of professional wood processing plants.After Konosuke Matsushita found Ruyi's woodware shop, he immediately showed the finished samples to the people in the woodware shop, and began to discuss customization matters.It was the first time for the woodware company to do this kind of business, so after careful consideration, it refused to readily agree.Finally, the carpentry company put forward a condition: to be responsible for the production of 2,000 car light housings per month, and Panasonic had to pay all the bills in cash.At this time, Konosuke Matsushita was full of confidence and success in the new product, and immediately signed the contract.
Since then, high-performance batteries and shell-shaped wooden casings have been continuously imported into the new factory, and workers are rushing to make them day and night, and batch after batch of shell-shaped bicycle lights are quickly produced.
At the same time, Konosuke Matsushita personally delivered the goods to an electrical wholesaler in Osaka to explain the characteristics to the boss.Konosuke Matsushita hoped that the other party would say this: This is very good, and it may sell well.
Unexpectedly, the boss said: "It seems to be very good from your explanation, but can it be sold? There are many problems with the battery lamp, and the credit is very bad. I am afraid it will not sell well, especially because you use a special battery, and you cannot buy spare parts. Supplies. If the battery runs out on the road and you can’t buy it nearby, it will be very inconvenient. I’m afraid this thing is very problematic.” The shell-shaped bicycle light has a special structure, is durable, has high practical value, and is cheap.Why do you say there is a problem?Konosuke Matsushita was very indignant, so he said: "This is not the kind of battery light sold in the market now, please read the manual, please!"
Konosuke Matsushita went from one store to another. To his bewilderment, every store in Osaka was not only not interested, but also said the same thing: "Because special batteries are used, it is inconvenient for people to buy. Can't buy spare batteries, I'm afraid it will be difficult to sell."
Konosuke Matsushita was puzzled, why did the boss describe the advantages as disadvantages?So I sent someone to Tokyo to have a look, and called Toshio Iue to let him put down all the work at hand and try his best to sell new products.
After a few days of long waiting, the result was the same as in Osaka. Everyone said that it was not easy to sell, and no one was willing to order.Konosuke Matsushita was surprised by this result.Konosuke Matsushita was very annoyed, why the wholesalers exaggerated the disadvantages and refused to look at the advantages. It is a misunderstanding to regard the advantages as disadvantages. Wholesalers pay too much attention to standard batteries.If you turn to a layman other than an electrical appliance shop or a bicycle shop, you won't worry too much about the battery problem, but you will look at the battery light more objectively.Perhaps it is better to take the bicycle shop route and develop a sales network.
Konosuke Matsushita walked into the bicycle shop with great enthusiasm to sell, and the result was worse than that of the electrical store.They are not interested in battery lights because they have sold battery lights before, because the quality is too poor, people don't believe it, so they don't sell it.Facing this predicament, Konosuke Matsushita once again fell into deep thinking, and a brand-new salesmanship appeared in his mind, so he summoned three salesmen and told them his salesmanship.
On the second day, there was such a scene in the bicycle shop in Osaka - each bicycle shop stored several cannonball-shaped bicycle lights, and the owner took out one at random to turn on the switch, and the salesman explained on the spot: We guarantee that every bicycle light They can be continuously illuminated for 30 hours, please note down the time when the lights are off, I will check the test results next time.If the lighting time is different from the instruction manual or there is something wrong, we will bring back the original product without charging a penny.
Under the dubious eyes of the owner of the bicycle shop, the cannonball-shaped bicycle light was on for one day. The next day, the salesman went to the store to inquire about the test results. The light was still shining and the brightness had not weakened.Both the shopkeeper and the customer showed surprised expressions: "Your lights are still on, which is awesome!" Another shopkeeper said: "The 5 you sent yesterday have already sold 2, and they are all regular customers. Please send a few more." Come, this is the payment for those two."
In this way, the cannonball-shaped bicycle lamp opened the market, and within a few days, it spread to various stores in Osaka. Shopkeepers who were not optimistic about the new product also called to ask for an agent to sell the product.At the same time, Toshio Iue called from Tokyo: Cannonball-shaped bicycle lights have opened up the market in Tokyo, please ship them quickly.
For a time, the piles of battery lamps were sold out. When Konosuke Matsushita summed up this successful marketing process, he called this practice of manufacturers directly inserting into retail stores without an agent as "reverse marketing".He said: "I followed the opposite path. The original sales order was manufacturer-wholesaler-retailer-customer, and now it becomes customer-retailer-wholesaler-manufacturer." A new way of marketing was born.
Panasonic's business is booming, and agents from all over the world want to distribute cannonball-shaped lights.He began to build a sales network all over the place and was busy all day choosing reliable out-of-town distributors.When he was overwhelmed, a stranger, Takenobu Yamamoto, came to his door and asked him to represent the sales business of Osaka Prefecture (that is, the surrounding area of Osaka City).
For this stranger, Konosuke Matsushita inquired about his details in advance.It turned out that he was a businessman mainly in the cosmetics business.Konosuke Matsushita found it very interesting: "Why would a cosmetics seller want to start an electrical business? It doesn't fit at all."
However, the experience of Takenobu Yamamoto caught the attention of Konosuke Matsushita.Takenobu Yamamoto was five or six years older than Konosuke Matsushita. He came from a humble background. He worked as an apprentice in a cosmetics store in Osaka when he was a teenager. Later, with perseverance and studious spirit, he established a cosmetics factory on his own and also did wholesale trade.From the experience of Takenobu Yamamoto, it can be seen that this is a person who has a very similar experience to Konosuke Matsushita.Moreover, their paths of struggle are also very similar.Takenobu Yamamoto once went bankrupt, but he didn't sink down because of it. With his extraordinary perseverance and ability, he made a comeback and regained his place in the shopping mall.Now Takenobu Yamamoto is very strong, and the scale of his career is much larger than Konosuke Matsushita. "This person is really not simple." Konosuke Matsushita said in his heart.There is such a businessman who makes Konosuke Matsushita feel extraordinary, he must know him himself.
The two agreed on a time to meet.Just as Konosuke Matsushita thought, Takenobu Yamamoto was really extraordinary.
Regarding the cooperation plan, Konosuke Matsushita was surprised by his words: "Matsushita-san, I am sincerely looking for you to cooperate. I plan to underwrite 10,000 headlights per month, 360,000 pieces in three years, and pay for all goods in advance. pay off."
Hearing such a proposal, Konosuke Matsushita really couldn't believe his ears. This is a huge investment.Seeing Matsushita Konosuke's surprised expression, Takenobu Yamamoto continued: "Matsushita-san, please don't worry, I promise, you won't worry about any loss. If the sale fails, I, Yamamoto, will take full responsibility."
Konosuke Matsushita looked at this businessman who had a similar experience to himself, and felt really incomprehensible. He had never seen a businessman as loud as Takenobu Yamamoto before.Konosuke Matsushita fell into deep thought: "If it is true according to Takenobu Yamamoto, it means that the Panasonic factory can get a huge sum of 450,000 yuan before a car light goes out of the gate, and the most important thing is that any risk is taken by Takenobu Yamamoto. Bear, this is the first time he has seen such a risky business method.
Konosuke Matsushita always felt uneasy, but he couldn't think of any reason to reject Takenobu Yamamoto, and the conditions were so favorable.So, he signed a contract with Takenobu Yamamoto.
Although the contract was signed, Konosuke Matsushita was still worried about Takenobu Yamamoto. After all, 10,000 headlights is not a small number, and it is not so easy to sell such a large number only in Osaka Prefecture.If the sales are not smooth, unsalable products can crush Takenobu Yamamoto to death.In addition to worrying, Konosuke Matsushita relied on the intuition of a businessman and always felt that it was not that simple.What exactly was Takenobu Yamamoto playing with him?After pondering for a long time, Konosuke Matsushita didn't come up with a reason.Konosuke Matsushita simply ignored him, the busy business was already busy enough.However, after signing the contract with Takenobu Yamamoto, the sales volume of cannonball lights has increased significantly.
Just when Konosuke Matsushita was happy about the hot sales of his cannonball lamps, agents from some places came to Konosuke Matsushita to complain: "Matsushita-kun, please come forward and take care of Takenobu Yamamoto!"
Konosuke Matsushita felt very strange about their arrival. Seeing Konosuke Matsushita like this, the agent knew that he must still be kept in the dark, so he told him the latest sales situation: "After you signed a contract with that Yamamoto, he not only大阪府进行销售，还不守规矩地将车灯卖给了一些批发商。那些批发商到处销售，哪里的生意好做，他们就到哪里去，范围远远超出了大阪府。他这么做，让我们可怎么做生意啊！”
原来，这些人都是来自大阪府以外的经销商，在山本武信的竞争中利益受到了损害。松下幸之助现在才明白了山本武信在这个合同里玩的花样，他超出了本来规定好的的销售范围。
“松下君，这事你要是不管，那我们只好解除合同了，这样的话，你就得不到已经发货的货款了！”代理商们开始威胁松下幸之助。
“请大家不要着急，这事错不在你们，我肯定会找山本解决的，请大家放心。”面对经销商的威胁，松下幸之助必须亲自出马了，不能因为山本武信一个人就影响了整个炮弹型车灯的销售。
松下幸之助立即找到了山本武信：“山本先生，外地的经销商向我反映您正在进行越界代理销售，他们对此很有意见，我希望您立即停止这种活动。我想，您是理解他们的苦衷的。”
“你说什么？越界代理？”听到松下幸之助这么说，脾气比较暴躁的山本武信竟冲他喊了起来，“我从来没有越界销售过！”
“可是，您把货批发给了那些批发商。”
“那些批发商把东西卖到哪里是他们的事，这我管不了，本来也不该我管，”山本武信还没等松下幸之助说完，就把话头抢了过来，“我这人一向遵守合同，一直都是老老实实在大阪府销售，从未越雷池半步，我只不过是把商品卖给了批发商，这是再正常不过的事情了。”
“山本先生，那么就请您约束一下批发商好了。”松下幸之助看山本武信这么推卸责任，只能这么说了。
“松下先生，您也是生意人，这种事情我怎么能控制呢？对不起，我想我无能为力，”山本武信又说，“松下君，请你翻一翻我们的合同，上面好像没有不准和哪些批发商做生意的条款吧。”
是啊，合同中的确没有这样的规定。松下幸之助没有话说了，谈话就这样不欢而散。
回来后，松下幸之助觉得很恼火：“这件事情明明就是山本在捣鬼，可我竟然还不能反驳他。”可是，事情不能就这样结束了，那些外地代理商一齐闹起来，肯定会让他吃不消。所以，他一定要想办法解决才行。应该怎样解决呢？松下幸之助陷入了沉思。
思来想去，松下幸之助决定召集代理商们开一个会，把问题交给大家，让他们共同对付山本武信。会议一开始，各地代理商就纷纷向山本武信发难，而山本武信呢，只是坐在那里，好像根本就没有听大家说什么，一声不吭。
松下幸之助看到山本武信这个样子，只好点了山本武信的名：“山本先生，大家都说了各自的意见，请您也说说自己的想法吧。”
“既然大家都想让我说，那我就说好了。”一直沉默不语的山本武信站了起来，说：“首先，我认为我现在的做法没有错，因为在我与松下签订的合同中，并没有注明不能向批发商出售货物这一条。所以，松下想要限制我向批发商售货，我不能接受。如果非要我这么做的话，那我就只好退出炮弹型车灯的销售了。”
松下幸之助听了，心里一惊，他没有想到山本武信会说出这样的话。他的目光正好与山本武信的碰到了一起，松下幸之助有些不自然。
这时，山本武信接着说：“不过，要是我退出销售，这对我们来说也是一种极大的牺牲。现在大阪府的销售已经走上正轨，若是放弃，损失会是很大的。考虑到大家的要求，为了保证车灯的销售顺利进行，现在，我只希望松下君能体谅我方的苦衷，同意中止合同，退还预付货款，并提供2万违约金。这样一来，我同在座诸位就再没有什么冲突了。”
山本武信的话，引起了会场一阵骚动，人们议论纷纷，一向不大考虑别人得失的商人们，觉得这也不失为一种解决问题的办法，有的人甚是表现出了同意山本武信的态度。
松下幸之助是个明白人，他听到山本武信这么说，是把这个烫手的山芋又还给了自己。他急忙表态：“山本君，我并没有违约，这违约金从何谈起呢？”
山本武信笑笑，说：“松下君强令我方停止向批发商销售货物，这难道不是违约么？我也知道，这是松下君在帮诸位代理商传达意见，可是，我觉得，松下君是否有义务站出来为他们讲话呢？”
松下幸之助一时哑然，心想：“山本，你这一手可真太狠了，居然给我设了一个圈套。”山本武信这么说，是把松下幸之助推到了一个两难的境地，松下幸之助既不能出面替山本武信讲话，这样会把自己放到和外地代理商的对立面上，但松下幸之助也不能同意山本武信的退出，因为这要承担退款和违约金，这可是一笔巨大的开支啊。
正在进退两难之际，坐在山本武信身边的一个和尚、他的顾问加藤法师说话了：“如果松下君不同意我方退出销售，可否听我说一个两全之策？”
加藤法师法号大观，是山本武信的智囊师，每当山本武信遇到一些问题和他人僵持不下的时候，他总能找到使双方均感满意又能做出妥协的办法。
大家听到一个和尚要插手生意场上的事，顿时安静了下来，想要听听他能对这个难题提出什么好建议。加腾法师说：“请松下君考虑一下，能否把炮弹型车灯的全国销售权都卖给山本君呢？”
“什么，全国销售权？”松下幸之助没想到，这个山本武信的助手的口气比山本还大，看来，山本武信这次是有备而来啊。
看到松下幸之助惊讶不已的神情，加藤慢条斯理地说：“松下君，请听我说完。如果您能接受我的提议，这么一来，地方代理店就会成为我方的大主顾，松下电器又省去了销售的麻烦，专注制造优质的产品；我方呢，则以总经销的立场，尽最大努力去拓展业务，这个办法一石三鸟，不知松下君意下如何？”
没等松下幸之助反应过来，那些刚才还怒气冲冲的代理商们一下子变得喜形于色，有的人甚至还拍手叫好，这些眼中只有自己利益的商人们才不会在乎从谁的手里进货呢。
这个加藤先生确实厉害，他把原来那些外地来的销售商——那些松下幸之助原本的同盟军们，三言五语就拉到了山本武信这个阵营来了。
全国销售权，这是个大问题，每个企业都不会轻易指定自己畅销品的全国代理商。况且，这还是松下幸之助辛辛苦苦、耗费了近一年的心血才制作出来的，怎么能轻易拱手让人？就算自己的利益有所保证，可是，这也沦为了别人的制造商，想到这里，松下幸之助心里很是不甘。
在那天的会上，松下幸之助没有给予销售商和山本一个明确的答复，他要求回去考虑，会议就这么散了。
回到家，松下幸之助为自己在今天会议上窝囊的表现感到十分恼火，这个结局是他事先万万没想到的。
“怪不得山本武信破产之后能东山再起，怪不得他能发展到拥有这么雄厚的实力，不过，论手段他倒确实比我高明。照现在的情况看，山本在找我签约的时候就已经设计好了一个圈套，让我一步步上钩。”松下幸之助向妻子说起了今天的事情，每当松下幸之助感到郁闷的时候，他总会向妻子诉说，排解心头的苦闷。
“怎么这么说呢？山本君当时可是首付了全部货款啊。”井植梅之不解地问道。
“是啊，这正是他的高明之处。他早就想做炮弹型车灯的全国总代理，知道难以如愿，便分做三步来接近目标。一开始就付清所有货款是引我上钩的第一步，剩下的，就全在他的掌握之中了。他向大阪之外的批发商卖货，肯定会引起那些地区经销商的不满，他就等着那些人找上我的门，没有办法之后我再找他，这样一来，他就能如愿提出他的要求了。而这时我已经收了他的货款，要是毁约还会有更大的损失，所以，不管我愿不愿意，现在只能把全国销售权给山本了，只有这样，才能解决问题。”
井植梅之听了丈夫的分析之后，觉得这次真的没办法挽回了，她也只能劝丈夫，说：“你不要太在意，其实，只要山本把销售做好了，最终受益的还是咱们啊。”
松下幸之助点点头，事已至此，虽说是拱手相让，有点儿窝囊，但从另一方面看，也是个教训。它告诫松下幸之助，以后可不能轻易占便宜，世上没有免费的午餐。“不吃一堑，不长一智”，松下幸之助这样安慰自己。
第二天，松下幸之助通知山本武信，他决定将炮弹型车灯的全国总代理权交给他，山本武信如愿以偿。但是，山本武信确实为炮弹型车灯的销售做出了不少努力，这对松下幸之助多少是个安慰。
炮弹型电池灯的制作和销售，获得了意外的成功，而且产生了脚踏车灯界的革命。现在到日本乡下去，没有一个地方不在使用电池灯，还可当做手提灯，以前点蜡烛时代常常发生的火灾，现在全部没有了。所以能发生这么大的作用，完全是因为：虽然是简单的发明，却具有普及性的意义。
1924年，炮弹型车灯依然热销；1925年，松下幸之助正式申请此种车灯的制造专利；1927年，他考虑为自己的电器制造厂的产品注册商标，在选择商标时，曾写出20多个名称，也征询别人的意见，但都不是很满意。一天，松下幸之助看报纸的时候看到“National”（国民的），他的脑海一闪，就是它了！于是松下幸之助用“National”命名，注册了产品商标，炮弹型车灯首先使用了这个商标。
今天，我们不难想象松下幸之助在选用这个商标时的雄心，他不仅要占领国内市场，而且要走向国际市场！
20世纪30年代初，日本经济萧条、冷清，当时的日本政府为应对不景气的经济，采取紧缩政策，号召国民勒紧裤腰带渡过难关。政府部门以身作则，能减则减，并推行“减车行动”。
可是，大企业、工商大财团跟随政府实行紧缩政策，不但不能解决经济不景气的危机，反倒造成经济萧条，收支越来越不平衡，也促使失业率增高，导致社会的不稳定。
松下幸之助认为政府的“紧缩政策”，才是经济不景气的罪魁祸首。他对这种政策感到很遗憾。
松下幸之助很怀疑，萧条景象若持续下去，日本的产业能够进展吗？松下幸之助认为站在指导地位的人，应在此刻，分秒必争地为使日本繁荣而卖力才对。为了要达到繁荣的目的，应该要“活动、再活动”。本来走路的地方，要改骑自行车；本来骑自行车的地方，要改开汽车，借此提高活动效率。东西用得越多越好，这样才能促进新旧产品的更新经环，工业技术才会更加提升，才能消除不景气，实现繁荣日本的目标，国民才会有朝气、有干劲，国家才会富强。
然而，政府所采取的紧缩政策，却造成相反的结果。这对一向不懂学术理论的松下幸之助来说，实在是一件很难理解的事。当时他采取了相反的方法。
松下电器当时并没有自用汽车，当年的8月，有一位汽车推销员来劝松下幸之助买车，他说：
“现在日子这难过呀！政府实行紧缩政策，汽车根本卖不出去。政府机关，原来有3辆汽车的，现在要改为两辆，原来两辆的现在要改为1辆。政府所谓的节约，可害苦了我们！我们原来是卖新车的，库存很多新车，现在反倒要买政府的旧车，不买不行，哎！经济不景气，真令人头痛！”
松下幸之助对“减车行动”早有耳闻，但是没想到有这么严重，他说：
“这样下去不是办法呀，我没想到减车行动进行到如此境地，汽车行业首当其冲，我是生意人，能体会你的苦衷。”
“是呀！松下先生，您太能体谅人了！”推销员接着说，“不瞒您说，我们就快要破产了，松下先生在经济不景气的情况下生意还是那么好，所以求求您发发慈悲，就买一辆车吧！”
“这……”松下幸之助从来没想过要买汽车来代步。因为他认为自己的身份还不够买汽车。当时在大阪有汽车的公司，屈指可数，何况像他这种独资经营的小工厂呢？他做梦也没想过要买车子。
可是此刻，松下幸之助却突然心血来潮，想要买车。外国人苦心研究、制造了便利的汽车，输入到日本后，竟没有人使用，松下幸之助认为是十分可惜的事情。
当时美国连员工阶级的人都有车子，妇女们都能冠冕堂皇地开车，早晨公司职员夫妻一起开车上班，先生上班之后，太太开车到市场买菜。汽车非常普及，日本的官员是东奔西走的大人物，却要减少汽车，这不是开倒车吗？紧缩政策绝不可能带来繁荣。要使国家经济发展，工商企业突飞猛进，一定要“生产再生产，消费再消费”才行。想到这里，松下幸之助便下定决心要买汽车。在此不景气、商品过剩很多的时代，为什么要紧缩？社会的购买力还是很大的。
看到松下幸之助犹豫，销售人员说：
“松下先生，您是大阪数一数二的电器制造商，在这种不景气的时期，贵公司还能顺利发展，这在全国都是少见的呀！出于您公司的经营和声誉的需要，您还是应该买一辆呀！”
松下幸之助本来就想买车，经推销员这么一说，于是他说道：
“好吧，我买。我一直以为还不够资格坐车，可是现在却认为，在此不景气时期，买汽车是对的。但是，我不富有，请您以最低价格卖给我。”
结果，对方也很干脆地说：“松下先生，太谢谢您了，定价15000日元的汽车，打对折卖给您好了。”
的确是相当的便宜，可是松下幸之助说：“在这样不景气的时期，应该再便宜一点。”
经过讨价还价，最后松下幸之助以5800日元的价钱买到了第一辆汽车。
临别时，推销员再三道谢。
松下幸之助说：“我应该谢谢你才是，不过如果有很多这样的客户，你的汽车行马上会摆脱困境的，也不必担心破产和失业了。在不景气的年月，购物是对社会的贡献，对吗？”
“松下先生，如果大家都像您这么想的话，我想不景气的现状会改变很多，再次谢谢您的关照！”推销员接着说。
第一次坐上汽车的松下幸之助大吃一惊，车子真豪华，坐起来真舒适！他把车子开到阪神公路兜风，突然觉得自己很威风也很伟大。
这种消费方式是一种良性消费，既减少了经济危机造成的市场萧条，自己又得到了实惠，花很少的钱买了豪华的汽车，难怪松下幸之助自豪呢！
当时，有一位朋友对松下幸之助说：“松下君，我最近想要盖房子。从去年开始，做了种种设计，也请人家估了预算。我手中的资金也充足，可是像现在这样不景气的时候，政府部门都以身作则，采取紧缩政策，一般国民也应响应节约才是。我盖新房子，怕被人批评为不体时艰，所以一直犹犹豫豫拿不定主意。”
松下幸之助把自己买汽车的事情告诉他：“你怎么会有这样的想法呢？在如此不景气的时候，像你这样的资产家，更应该盖房子。像你这样的人不盖的话，木工和泥水匠靠什么生活呢？他们会更埋怨不景气，他们会更穷，以致无法维持生计。最后他们会诅咒你们这些有钱人为什么不盖房子？你以为在这样的时代盖房子会被人批评吗？那批评者都是不明白事理的人，你大可置之不理。如果你真想为社会做点事，就算被批评，也应该有牺牲的精神，泰然自若地接受批评好了。你能供给很多人工作的机会，因为不景气，建筑材料等各方面都会很便宜，这是一举两得的事情。”
那个朋友听了松下幸之助的话，觉得十分有道理，决定不管别人的批评，一定要盖房子。
多年后，那位朋友仍感激道：“当年多亏听从了松下君的开导。”松下幸之助坚信这是有钱人处在不景气时应做的事。
我们可以看出，松下幸之助虽然没有接受过高等教育，但处事却有他自己的一套理论依据。他的理论依据实而不华，却蕴涵深刻的道理，令人深思。就商场上的斗智斗勇及调整国民经济的客观思想都有很深刻的道理，值得人们借鉴。
1925年3月，日本开始进行无线电播音，这种新奇的玩意儿引起了松下幸之助的注意，猜想他必然有着强大的生命力。果然不到一年，大阪、名古屋相继成立广播局，开始播音。1926年日本广播协会（NHK）成立，此后，广播的内容更加充实，听众也相应增多，收音机的需求也越来越多。
于是松下幸之助开始调查收音机的市场状态，得到的信息如下。
（1）收音机是常常发生故障的机器，没有专门技术，就没有办法做收音机的生意。
（2）售后服务很麻烦。所以在零售店里，非卖很高的价钱不可。竞争相当激烈，要高价卖出不容易，生意不好做。
（3）有些电器行，因为收音机常常发生故障而被顾客骂，没有信用。后来零售店就干脆不卖收音机了。
（4）批发商本来以为卖收音机利润相当高，实际上，令人失望的是，退还的商品很多，反而非常麻烦。如果故障不那么多的话，收音机将是利润很高的商品。
（5）各制造商拼命地推出新型产品，一不小心，就会堆积一些卖不出去的过时品。这就好像是一场流行商品的战争，没有安全性，是一种容易赚钱，也容易亏本的生意。
（6）收音机是时代的宠儿，所以是非常具有发展性的。
经过调查，松下幸之助看到了无线广播的广阔前景和社会的需要，他决心要制作属于自己“National”品牌的收音机。不过，松下幸之助没有一点制造收音机方面的常识，员工也没有相关的经验，但是松下幸之助就是一个挑战不可能的商场阿修罗。他找到中尾哲二郎，任命他为收音机研究室主任，希望他带领技术人员全力攻关，在最短的时间内完成任务。
“我是学机电的呀，收音机我是门外汉呀！”中尾哲二郎惊恐地说道。
“电视机也好，收音机也罢，都是电器，还是有些相通的，很多业余的无线电爱好者都能装配收音机，你有研究室，同时还可以借鉴市场上已有的收音机作参考，人家的缺点我们要避免，不具备的性能我们也要有，关键是有信心！”看着认真听的中尾哲二郎，松下幸之助接着说：
“各厂的技术人员随你挑选，组成收音机研究小组，我相信你一定会成功！中尾君，拜托了！”
看到松下幸之助如此的器重，中尾哲二郎暗暗发誓：一定要做出最好的收音机！
中尾哲二郎怎样拼命工作，其中的艰辛我们在这里就不必细说了。
1931年，日本广播协会举办收音机比赛，松下幸之助把中尾哲二郎小组研制的“National”牌收音机拿去参加比赛，结果获得了第一名的好成绩。这是松下幸之助没有想到的，在同行们惊奇的眼光中，松下幸之助看到了“National”牌收音机的前景。
接下来就是销售问题，松下幸之助把这种性能优良的“National”牌收音机推向市场，在代销商宴会上他告诉大家：
“请各位仔细看看，这是我们制造成功的可使各位满意的收音机。在此前比赛中得到第一名的荣誉，可以说是目前最理想的收音机。这次保证不会再出任何纰漏，请各位加倍努力销售。”
代销商对松下幸之助在短时间内生产出性能优良的收音机表示佩服，并表示愿意尽全力推广。
当松下幸之助把新产品的销售量和价格发表出来时，出乎意料的，代销商一齐表示反对，认为售价太高。
“松下君，这个价钱我们卖不出去。'National'牌收音机刚刚步入市场，在收音机界尚未得到大家的认可，新卖出的产品，一定得比别家便宜一成，你刚才所定的价格，比第一流制造商所制造的还要昂贵。我们站在代销商的立场是无法同意的。”
很多代理店都因价格太贵，而面露不愿意经销的难色。
面对众多的代销商，松下幸之助寸步不让，他说：
“各位对于商品的品质和价值的关系、商品的生产成本，常常不愿意过问，这已经成为习惯。按照松下电器传统的方针，根据成本计算