Chapter 92 Business Road 91 Good business is created by speculation

The essence of business: In today's world, speculating in books, speculating in real estate, speculating in stocks, speculating in celebrities... It can be said that the word "speculation" is very popular, but shrewd Wenzhou merchants are masters in speculating in business. Now is the age of hype.The objects of hype can be described as varied, and there are only unexpected things, and there is nothing impossible to speculate.Famous brands, celebrities, famous wines, famous mountains, famous waters, fame, etc., are mostly "explosive" speculation.Deng Jianguo brought centenarians to sign a contract for a show; Zhang Yimou recommended his "hero" to be unrivaled; Harry Potter's "magic power" spread to the world; Another commercial hype myth.Perhaps, some merchants will say that it is not that they are happy to hype, but it is really a survival strategy, because business competition is too fierce now.

Advertising, as a way for businesses to convey information to consumers, is very necessary in many fields. It can be said that advertising is not a panacea, but it is absolutely impossible to sell well without advertising.Because businesses must adopt various methods to let consumers know themselves, understand their products, and buy their products.Moreover, consumers often do not understand the problems that can be seen from the perspective of merchants, so it is very necessary for consumers to understand their products through advertisements. So some people say: product is the ship, brand is the sail, hype is the wind.If there is wind but no sails, it is difficult for a ship to travel thousands of miles; if there are sails but no wind, it is difficult for a ship to move forward.

TV tycoon Deng Jianguo has a really good saying: "Hype is a manifestation of self-confidence." Deng Jianguo's entrepreneurial history is that he is keen on hype, often does not follow the rules, and does his own thing. News broke.It is these news that let people know about Deng Jianguo, and also fueled the fame and career of this "TV tycoon".Deng Jianguo's speculation in TV is just like Zhang Chaoyang's speculation in Sohu and Li Shufu's speculation in Geely, and he has achieved success.This is the magic of hype, which made Deng Jianguo, who has no diploma and no background, famous and rich.This is like the words of Nobel Prize winner Herbert Simon: "With the development of information, what is valuable is not information, but attention. Hype is undoubtedly a show for eyeballs and the best way to attract consumers' attention .”

Wen Shang is known for being shrewd and brainy, and of course he is also a master when it comes to hype.To sum up, there are roughly two kinds of hype strategies used by Wenzhou merchants: "creating momentum with fame" and "playing with stars". Naming is a science, and many entrepreneurs in Wenzhou use their brains to choose a good company name and product name.When Wenshang names, most of them choose names that are easy to remember, auspicious, profound, and catchy to read.The names of some enterprises and products are simply a stroke of genius.For example, "Chint" electrical appliances: products are positive and calm. "Zhuangji" clothing: dignified and auspicious for a lifetime. "Lulushun" footwear industry: Lulu Dashun.There are also "Saint Bird" clothing, "Red Dragonfly" shoes, and so on.

Some enterprises in Wenzhou, in order to cater to the Chinese people’s admiration for foreigners, give their products full of foreign names, such as "Meters Bonwe", "Bailede", "Sierli", "Aulun" and so on. . In short, it is beneficial and harmless to have a good name.Maybe some people don't care too much, but it does bring unexpected effects. In order to make the restaurant prosperous as soon as possible, a restaurant owner once racked his brains and tried to launch various promotions, but with little success. One morning, the irritable boss turned on the TV, and the skit "So Packaged" performed by famous comedians Zhao Lirong and Gong Hanlin was playing on the screen.When she saw that Zhao Lirong and Gong Hanlin packaged home-cooked dishes such as cabbage and radishes and got a famous name "A Gathering of Heroes", she couldn't help laughing.Perhaps because of the strong desire for success, a wonderful inspiration came to the heart of the restaurant owner: why not also come with a "dish name package" and introduce some interesting and unheard of fresh dish names, which will naturally attract customers to come to the door.She believes that packaged dishes will definitely bring restaurants back to life.Although it is difficult to name the dishes, for this restaurant owner, he can give full play to his strengths.First of all, she has a solid foundation in writing. Thousands of Tang poems and Song poems stored in her mind provided her with the wings of association, making her dish names uniquely cultural. In addition, she has been engaged in catering management for more than three years. , so that she has a certain understanding of the configuration of the dishes. After combining the two, she thought hard for two days and two nights, and finally came up with two dishes named one meat and one vegetable: one is "Qinglong Woxue" and the other is "Qinglongwoxue". Walking on a country road."

After choosing the name of the dish, the owner of the restaurant put up an eye-catching bronzing poster at the entrance of the restaurant with great fanfare, and launched these two special dishes.For a while, the customers who entered the store were aroused by the two unheard of dishes, which were both poetic and somewhat like a mystery. Many customers were proud to be the first to taste the rare dishes that they had never heard of before. .When the waiter politely brought the two dishes to the table, the diners were stunned. It turned out that "Qinglong Woxue" is a cucumber with white sugar on it, and "Walking on the country road" is braised pig's feet served in a dish. Sprinkle a few sprigs of cilantro on top of the plate.After the customer suddenly realized, instead of feeling cheated, he couldn't help laughing, applauding, and admiring the proprietress' innovation.In just three days after its launch, more than 200 customers came to order these two "rare dishes".

After the "dish packaging" achieved initial results, the restaurant owner's confidence doubled. While paying close attention to the quality of the food and service, she continued to think hard about how to name the dishes, and planned to launch two dishes every week. homemade dishes. A week later, she launched two unique dishes: "Mother and Child Meeting" and "Fire Iceberg".When you hear the names of these two famous dishes, you must think that they are two rare delicacies.In fact, these two dishes are also very simple. "Mother and child meeting" is fried soybean sprouts with soybeans;It is these home-cooked dishes, after being ingeniously packaged by the restaurant owner, they have a rather poetic name, which makes people feel more vivid and more interesting as they ponder over them.Customers not only enjoyed delicious food, but also gained a heavy food culture.

This unique cultural gold content in the menu has attracted many customers who have seen the big scene.When these people come to the restaurant, it is fun to listen to the boss explaining the creativity of the name of the dish. With the name of the packaged dishes, the business boomed, and the restaurant owner not only saved his hotel, but also opened up a new world in the catering industry. Therefore, don’t underestimate the meaning of the name. A good name is the golden wings that help you succeed in business. In Wenshang's view, whether it is the name of a company or a product, it is enough without a "name", a "name" is amazing!If it is said that "naming" is a small matter, then with the help of star effects, "stars build momentum", Wenshang is doing vigorously and lively.

Wenzhou Meters Bonwe Company, which was the first to implement the brand strategy in the domestic casual wear industry, is particularly eye-catching in just six years of rapid development.Its chain stores have reached more than 500, radiating 29 provinces, municipalities and autonomous regions in China, with an annual output of 8 million pieces of various casual clothes and sales of more than 500 million yuan.It has won the "China Top Ten Clothing Brands" successively, and has been among the top 100 enterprises in the national clothing industry for three consecutive years. Why is "Meters Bonwe" clothing favored by consumers in a short period of time?A big reason is that the company makes full use of the "star" effect and hires image spokespersons to promote its own brand.

Aaron Kwok, one of Hong Kong's "Four Heavenly Kings", is a star in film and television, music and advertising. His image of being healthy and talented is widely welcomed by people.He is young, enthusiastic and full of sunshine, which is exactly the brand positioning requirement of "Meters Bonwe".Therefore, the company spared no expense to hire Aaron Kwok as the image spokesperson of its clothing brand. This is the first time that Aaron Kwok is the image spokesperson of a clothing brand in China.The reason for choosing Meters Bonwe, Aaron Kwok said, is because Meters Bonwe does not follow the usual path.What he thinks is unusual is that its brand is casual clothing. Its taste, style, color, material and positioning can express people's personality, which is one of the important reasons for choosing it.

In fact, in Wenzhou, it is not just the "Meters Bonwe" family that invites celebrities to be their image ambassadors.The well-known Taiwanese singer Huajian Zhou, who said with a smile, "I have been waiting for Zhuangji for 40 years", is the image ambassador of "Zhuangji" suits. In addition, Wenzhou shoes and apparel companies have hired image spokespersons: "Xia Meng" invited "007" actor Pierce Brosnan and "China's No. 1 Beauty" Gong Li; "Fa Pai" invited Liang Jiahui and Cecilia Cheung; "Jordon" invited Huang Rihua; "Red Dragonfly" please Shu Chang; "Stoner" please Wen Zhaolun, etc. It can be seen that Wenshang is really willing to spend a lot of money on brand promotion and has put in real effort.But the most amazing thing is the well-known invitation to the President of the United States to be the "image spokesperson", which can better explain the efforts of Wenzhou entrepreneurs in "hype". In July 2000, the homepages of several famous websites such as "Sohu", "Netease" and "Sina" showed a piece of sensational news: China Wenzhou Fapai Company sent an E-mail to the White House, asking for 200 yuan. $10,000 to invite President Clinton to serve as the company's "image ambassador" after leaving office. The following is the invitation sent by the company to Clinton: For this matter, regardless of whether Clinton can really be the spokesperson for "Fa Pai", this letter alone has already made Fa Pai company the limelight and created its reputation and benefits.