Chapter 19 Section 4 Introduction to Marketing of Ximen Qing

A few days later, Wu Song took advantage of his spare time to prepare a gift and sent it to the Lion House respectfully.It turned out that Ximen Qing himself was the owner of the Lion House, and the store sign of the Lion House came from his nickname "Liu Li Shi".The so-called "glass lion" is extremely shrewd and ferocious. Most of the time, he is a smiling lion, only occasionally showing a fierce look.Now, he followed Wu Song with a smile, and asked, "Wudu is a great hero, and now he is in charge of the county's public security. His political future is boundless. Why is he suddenly interested in business?"

Wu Song was a little shy, and replied: "Wu Song has a plan in his heart, and when he has made a plan, he must inform the senior officials." Ximenqing smiled again, and didn't ask what Wu Song had in mind, he ordered the servant to make a pot of fragrant tea, and started talking about business with Wu Song.Wu Song is very forthright when drinking, but when it comes to such elegant things as tasting tea, he is like Zhang Fei embroidering flowers, very nervous. It turns out that the soldiers and civilians in Yanggu County have been patient and resourceful since ancient times.The hometown of Sun Bin, a master of military strategy of a generation, is Acheng Town in Yanggu County.In Han Dynasty, Yanggu County belonged to Jibei State in Yanzhou.In the 16th year of Emperor Wen of the Sui Dynasty (596 A.D.), Yanggu County was established.In history, the Yellow River has flooded the territory many times, and the people's life is difficult, but they are good at business.Ximenqing said that the most classic advertising case in Yanggu County is not "three bowls but no hills", but "Wang Po sells melons, sells melons and boasts".

"So," Wu Song asked curiously, "Is that Wang Po still selling melons? How big is her business?" Ximenqing said: "That Wang Po, she stopped selling melons a long time ago! She opened a teahouse on Zishi Street called Fengyun Pavilion, with 17 or 18 private rooms in total, all of which are for regular customers. It's very hot." "'Fengyun Pavilion'? It sounds very erotic!" "It's nothing strange." Ximen Qing replied casually, "This is also a personalized management method." Wu Song was right when he thought about it.He already knows that there are two tricks to doing business, one is to integrate resources, and the other is to shape brand personality.

"Can you give me a general description? I already know some details, but I want to understand the whole process of doing business." "In ancient times it was business, today it is marketing, and I will tell you one by one." Ximen Qing sipped his tea while opening his folding fan, then smacked his lips and said, "Since you want to do business, you should know about the county You can go to Xianqian Street, Zishi Street, Niuhuang Street, and Mabao Street to have a look at your economic situation. This is called market research. After reading it, you will think about what project you should choose. This is called a business plan. For example , you plan to launch a new invention, which is called product research and development. You give the product to your relatives and friends to share, which is called market testing. After everyone agrees after trial, this is called great market potential. Opening a shop on Qian Street is called going public. After going public and finding that the business is not good, this is called disappointment. Because people can still use other products, this is called substitutability threat. So you plan an event to let People notice your presence, which is called press hype. You redecorate the counter to make the product have a better display effect, which is called display art. You also configure the product with a beautiful gift box, which is called packaging. You tell people that even queens are using it, that’s called advertising. Two beauties say your product is interesting, that’s called brand personality. They ask if you can get a little discount, that’s called a discount. You don’t say yes They, but you promise to give them a gift, that's called buy one get one free. Two beauties compliment you on your kindness, that's called word of mouth. You fall in love with them, that's called customer care. They act skeptical Demeanor, this is called the reverse reaction of customers. You have the cheek to ask them to introduce a few acquaintances to buy, which is called relationship marketing. People flock to it, which is called a seller’s market. As a result, the supply of products exceeds demand, which is called limited market capacity Soon, a store opened on the opposite side, which is called competition. The other party slandered and said that your products are not useful, which is called vicious competition. Customers complained that the other party is cheaper than you, which is called price war You are not going to lower the price, but you decide to improve the service method for the high-end crowd, this is called market segmentation. All customers will get your gift, this is called promotion. You think your market segmentation is right, this is called Profitable customers. Everyone comes to learn from you, which is called a case. Businessmen in neighboring counties also want to cooperate with you, which is called distribution. In fact, the product is not as good as you say, which is called alleged fraud Advertising. You have to appease the dissatisfied customers, which is called after-sales service. You also have to appease the distributors, which is called channel management.”

Ximen Qing was beaming with joy when he said it, but Wu Song was dumbfounded when he heard it.I only know that business classics is a university subject, but I didn't expect it to be such a big subject. "Dare to ask a senior official," Wu Song hesitated for a while, and asked, "How do you believe that the incident of me beating a tiger is a news hype?" Ximen Qing laughed and said: "Because there is suspicion of hype! Also, you are just a foreigner passing by Jingyanggang, why did you hype this matter? There is only one answer. You were in a very embarrassing situation at the time. Through this behavior Artistic performance, got a certain amount of remuneration. Even so, I still admire you, because fighting a tiger is a dangerous thing after all. Anyway, you are a hero."

Wu Song continued to laugh, and without making any excuses, he changed the subject and asked, "You talk one after the other, with so many things, isn't it very troublesome to start a business?" Ximenqing said: "You only need to grasp four key points: (1) attractive products; (2) competitive prices; (3) channels that are convenient for customers to purchase; (4) effectively induce customers to complete Purchase promotion means.” This is actually what later generations called 4P, namely: product—product; price—price; place—channel; promotion—promotion. "Advertising is also a means of promotion, right?" Wu Song asked.

"I think it is." Ximen Qing nodded and said, "A well-done advertisement can even be said to be a great promotional art." Wu Song fell into deep thought.He really has an entrepreneurial project, which is cooking cakes made by his brother Wu Dalang. Mr. Zuhua said: The materials for this chapter are selected from Chapter 23 "Jingyanggang Wusong Fights the Tiger".Although the material is selected, it must be boiled.If you want to make a name for yourself in your career, you really cannot do without marketing.Telling the story of Wu Song's fight against the tiger as a business plan is like boiling water.To describe playboy Ximen Qing as the godfather of a generation of business is to boil water.Order Wu Song to teach Ximen Qing, boil three times in this water.Boiled like this, it means that the wisdom of business is better than the courage of fighting a tiger.

Speaking of planning, people will not think of Wu Song, the ancient "tiger-fighting hero", but He Yang, the "king of ideas" today. On July 29, 1992, "China Youth Daily" reported the news of He Yang's success in selling ideas, and he quickly became a well-known business intelligence star all over the country.It is said that he gave a plastic factory an idea to print place names on unsalable teacups and sell them at stations along the Beijing-Guangzhou Railway, and the result was a great success.During the Gulf War, he suggested that a lighting factory produce table lamps in the shape of "Patriot missiles", but they were sold out at the exposition.He Yangre gave birth to China's business planning, and under his leadership, many similar smart people also jumped out to sell their minds and became active in the mall.For a long time after that, various refurbished schemes were launched continuously, and they were deduced into a splendid business history.At the same time, people are also introducing business management books from the West, and the 4P theory of Professor McCarthy in the United States has begun to become a marketing management framework to guide Chinese companies.Ximen Qing's romantic and good businessman has been a business godfather for hundreds of years since the book was written. How can Professor McCarthy follow in his footsteps!

Jin Sheng sighed and said: "There is nothing easy in the world to talk about ghosts, but nothing is difficult to talk about tigers." It is said that ghosts are incoherent, and tigers have temperaments.Today I also say that it is difficult to describe the temperament of a tiger, but how difficult is it to describe the scheming of a businessman?That Wu Song can beat the tiger, but he is willing to worship the "Glass Lion" Ximen Qing as his teacher.The beauty of boiling in water seems to be better than talking about tigers.