Chapter 47 5. Leave some negative news in the newspaper, but create a positive effect

After receiving 500 million Hong Kong dollars in private equity funds, which can be called life-saving money, Du Linxiang began to sharpen his sword and prepare for the peak season of real estate sales in the "Golden September and Silver October".According to his plan, Weitong will launch special promotions nationwide and withdraw billions of yuan in funds. At the end of the hot summer in July, Du Linxiang recalled the heads of each branch to Hezhou to make final arrangements for the upcoming sales battle.Before the meeting started, Du Linxiang unexpectedly took out a novel. "You all know this novel, right?" Du Linxiang asked.

"I know. It is the representative work of Colombian writer Marquez. It is said that Marquez won the Nobel Prize for Literature with this masterpiece." The subordinates replied. Du Linxiang nodded.The first time he saw this novel was in Xie Yixuan's study.After flipping through a few pages, I felt a bit awkward and difficult to understand, so I simply asked Xie Yixuan to tell me the outline of the story.Unfortunately, Xie Yixuan stopped abruptly when she told the story halfway.Because she didn't read the whole novel either. Du Linxiang went on to say: "The novel is very famous. I haven't read this book, so I'm ashamed to say that I like literature. It's a pity that I, Du, have a poor cultural background, so I just can't read it."

Although the people in the audience wanted to laugh, they had no choice but to hold back.I just heard Du Linxiang continue to say: "It's not surprising that I can't read it. What's surprising is that once I chatted with Mr. Zhuang, he said that he hadn't read the whole novel. Mr. Zhuang said that he only read the beginning and the end. The middle part is all skipped." An Youqi interjected, "Boss Zhuang's way of reading this book is similar to mine." Du Linxiang lit a cigarette: "As you all know, Mr. Zhuang is a great intellectual. We can't even learn how meticulous he is in reading. But why does Mr. Zhuang swallow jujubes whole when reading this book?"

Zhuang Zhiqi took the question and said with a smile: "It is indeed a classic, and because of its reputation, I have to read it. But the history of Latin America described in the novel is too far away from the life of the Chinese, and the writing style is too obscure. So it’s not always so smooth to read.” Du Linxiang took a puff of cigarette: "Boss Zhuang is telling the truth. All of you here said you knew when you mentioned it just now. If you really read the novel from beginning to end, please raise your hand and show me." Seeing that no one raised their hands in the audience, Du Linxiang raised his voice and asked, "Do you know how many copies of this book have been sold in China?"

"Two million copies! It can be called a super bestseller." Du Linxiang asked himself and answered, "A friend told me that she had bought three copies and made up her mind to finish reading the novel at least a dozen times, but the most was one time. Only saw half of it." "What does this mean?" Du Linxiang held up the novel and shook it again, "There are no unsalable commodities in the world, only unworkable marketing strategies." Speaking of this, the subordinates finally understood what the boss meant today. An Youqi took advantage of the situation and said: "Boss Du is right. As long as the marketing strategy is right, there is no product that cannot be sold. Isn't there a famous saying in the real estate industry? There is no house that cannot be sold, only the price that cannot be sold." When she said these words, An Youqi even remembered the story that Wan Shunlong made up the lie that Lord Yan wanted to accept a hundred children, and ended up selling out all the firecrackers in the warehouse.

Du Linxiang flicked the cigarette ash: "Everyone knows the construction quality of Weitong's real estate, and it will definitely not fall behind in the industry. In order to return funds, we did not hesitate to give up part of the profits this time and engage in special promotions. The products are good and the prices are low. If you can’t sell it, you’re really incompetent.” Du Linxiang glanced around the conference room: "'Golden September and Silver October' has always been the peak season for real estate sales, and its significance is even more important to Witton today. We have gathered everyone today for only one purpose - to win this marketing battle .”

The vice presidents and the heads of the branch companies began to speak one after another. The atmosphere of the meeting was very open, and anyone who thought of a good idea could chime in at any time. In the middle of the meeting, Du Tingyu stood up: "Everyone just shared a lot of valuable opinions, but I would like to talk about the difficulties we are facing." Under Du Linxiang's deliberate promotion, Du Tingyu is already a provincial branch of Wisdom Group in East China. The general manager, and the sales performance of this branch is also among the best in the group. Du Linxiang looked at his son: "Everyone is open and honest today. If there are any difficulties, it's okay to say."

Du Tingyu said: "This special promotion is indeed a good product with a low price. To say it is difficult, I think there is only one point, which is the environment of public opinion." Du Tingyu explained: "Since Weitong's listing was suspended, there have been various negative news. Especially the '100-day prophecy' thrown out by Wan Shunlong, which has a large market in the media layout. Last month in Hangzhou At the real estate forum, a developer from Beijing said in public that if companies like Wistron do not have problems, then there is a problem in our industry.”

"Fucking shit!" Du Linxiang patted the table angrily.Only his son in the company dared to speak out so mercilessly.Frightened by the majesty of the boss, the others dare not speak so directly. Du Tingyu said: "These words are certainly absurd, but they have indeed caused a certain negative impact on the company's sales." Du Linxiang calmed down his emotions: "Public opinion can also kill people! Of course we must pay attention to these negative reports." Du Linxiang took out his mobile phone again and dialed the office director Gao Mingyong: "Have you arrived yet?"

Putting down his mobile phone, Du Linxiang indicated that the meeting would continue, and several branch managers reported their marketing plans.When the meeting came to an end, Gao Mingyong led a person into the meeting room.A few employees followed behind, dragging heavy trolley suitcases. Du Linxiang stood up, shook hands with the visitor enthusiastically, then turned around and said, "This is Yuan Kai, my good brother. He used to be a well-known reporter, but now he owns a cultural communication company. Many people here are Know him, and some people don't know, so I will introduce again."

After complimenting Yuan Kai, Du Linxiang said: "I have already thought about the negative reports mentioned by Tingyu just now. No, I have invited Xiao Yuan back from Beijing after a long journey. He will be the company's publicity man from now on." Minister of the Department, responsible for media public relations." Du Linxiang handed Yuan Kai a cigarette, and said to everyone: "I called Yuan Kai last week, and I said on the phone that your third brother is in trouble now, I wonder if you can help him? Yuan is a sentimental person, so he decided to close the company in Beijing on the spot and come back to Hezhou to help third brother." Du Linxiang pointed at the crowd again: "Speaking of media public relations, Xiao Yuan is a first-class expert. I invited the expert here. The group will come forward to solve the negative media reports. Don't be burdened by the branch below. Let go of your hands and feet and do a big job." Du Linxiang grandly launched Yuan Kai in front of all the management of the company, and he did not hesitate to praise him, which moved Yuan Kai very much.He said: "For so many years, the third brother has taken good care of me. Today the third brother sent a message, what else do I have to say. I will go through fire and water, and I will not hesitate!" "Okay!" Du Linxiang took the lead in applauding, and naturally there was also applause from below.Only Gao Mingyong felt uncomfortable when he applauded. He didn't know how Yuan Kai would feel when he learned that his father's arrest for prostitution was a trick set up by Du Linxiang. Yuan Kai is a literati, and in his bones, he has the feeling that a scholar will die for his confidant.The more Du Linxiang treated him with courtesy, the more eager he was to repay this kindness.Yuan Kai didn't even have time to pack up his new house in Hezhou, he just piled his luggage in the office, and then set off for Beijing, Guangzhou and Shanghai to contact the heads of various media. Half a month later, Yuan Kai returned to Hezhou.Du Linxiang summoned him in the office at the first time: "How about the harvest after running this lap?" Yuan Kai took a sip of tea: "This time I went out to visit the bosses of several media, and I directly offered a condition that they would stop hyping about the suspension of the IPO of Wittone by placing advertisements, and they basically agreed." "Okay!" Du Linxiang said excitedly.After a few seconds, he asked again with a little worry: "There are so many media in the country, there will be no fish that slip through the net, right?" "No." Yuan Kai said, "When the Hezhou Metallurgical Plant was in trouble a few years ago, I told my third brother that as long as those key media and portal websites were taken down, other small shrimps don't have to care. Even if they write If the report is published, the website will not be transferred, and there will be no lethality.” "How much will it cost to deal with these media?" Du Linxiang asked. Yuan Kai said: "Placing advertisements is the most important thing. In addition, to some key people, we have to express it in private. In general, it is probably tens of millions." Du Linxiang thought for a while and said: "Tens of millions is not a small amount, but it can really make the negative news about Weitong disappear, and even advertise Weitong's real estate. It's worth it. You just let it go!" Yuan Kai nodded, and then slowly said: "On the plane back to Hezhou, I remembered something. It doesn't seem to have much to do with media public relations nowadays, but it has something to do with it when I think about it." "What's the matter?" Du Linxiang asked. Yuan Kai said: "When I was a reporter in Guangzhou, there was a store selling bedding in the community downstairs. The business in the store was not very good, and the boss put up an advertisement for discounts, but it didn't improve much. There was a fire. Because of the timely rescue, although the house was burnt black, the loss of goods was not great." Yuan Kai continued: "When the boss was frustrated, he sold those goods on the street in front of the store. The strange thing is, the business immediately boomed, and the stock was sold out in two days. Afterwards, I asked the boss, what is your discount after the fire?" Is it lower than usual? The boss said no, it’s the same as the usual discount, and he doesn’t know why the business has improved.” Du Linxiang was a little interested in this story, and he analyzed: “Nowadays, merchants offer discounts and promotions, which are not new at all, and consumers are not sure whether you have a real discount or a fake discount. The store encountered a fire, and the inventory was sold on the street. Instead, consumers Therefore, I feel that this store is really discounting. Once you think you have a chance to take advantage of it, consumers will naturally flock in an endless stream.” "That's right. That's my analysis too." Yuan Kai said. Du Linxiang heard Yuan Kai's implication, and he said, "You mean to convince consumers all over the country that Weitong is really offering a discount this time!" Yuan Kai nodded: "Nowadays, there are too many advertisements for commercial housing discounts. How can consumers distinguish clearly? To convince consumers that Weitong is really discounting, I don't think so when there are some negative news about Weitong in the media. Bad thing. Wittone suspends listing, which leads to a tight capital chain, so it engages in low-price promotions, and even if it doesn’t make money, it has to withdraw funds—once consumers have established this logic in their minds, their enthusiasm for buying houses will naturally rise unprecedentedly.” Du Linxiang pondered for a long time before opening his mouth: "There is a problem: the house is not bedding after all, especially now that many of the houses for sale are off-plan houses. Will you be worried that you won’t be able to hand over the house on time, and you won’t buy our house in the end?” "I have thought about this issue too." Yuan Kai said, "So controlling the degree of negative news is the key. Let the outside world think that Weitong is short of money now, but it will never collapse. It is even necessary to create an atmosphere that Weitong There is indeed a financial crisis in Tongtong, but this crisis will pass soon. Once this period of time has passed, those who want to buy a house at a low price will have no door.” Du Linxiang lit a cigarette: "The idea is good, can you be more specific." Yuan Kai said: "Communicate well with various media, they can publish some articles about Weitong's lack of money, but we also invite them to report on the news that Weitong completed the second round of private placement and raised a large amount of money from Hong Kong. In fact, this is a very normal principle of balanced reporting. Compared with completely blocking negative reports, it is much less difficult to do so. Talk to major media based on this, and it is estimated that a few million can be done, and it will definitely not need tens of millions. .” "The saved money can be used to do another thing." Yuan Kai said, "donate for charity. Aren't the media in Hezhou these days reporting on a girl with leukemia? Weitong might as well bear all the medical expenses and set up A leukemia treatment fund. In addition, the library of Hezhou University is soliciting sponsorship. Wittone can also help them. Also, the south has suffered floods, and it is said that Beijing will hold a disaster relief party soon. Wittone can be generous One point, at least among all the enterprises in Hongxi Province, the amount of donations should be the first.” Du Linxiang flicked the cigarette ash: "Leave some negative news to tell the outside world that Weitong is short of money; donate a lot of money, and reveal a signal that it is not short of money. It not only makes consumers believe that Weitong is really discounting, but also tells them that A skinny camel is bigger than a horse, and Weitong can't get over it." "That's exactly what it means!" Yuan Kai said. The office was silent for a few minutes, and Du Linxiang just smoked heavily.Finally, he stubbed out the cigarette butt and said loudly: "Just do as you say! This time, we must make the negative news a positive effect!"