Chapter 514: Grasping the sales point means grasping the consumer
The group went to the meeting room, where the others had already arrived.
I met Secretary Wei of Weijia Village and waved to him. He came over, shook my hand, and said, "Long time no see."
I said, "Whether we meet or not, it's all in our minds."
President Chen and Secretary Tian walked to the podium and took their seats. Qing Ruo and I sat in the first row.
Mr. Chen gave a speech. He said: "Today's meeting is mainly about the mobilization meeting for the launch of 'Dongli Brand' mineral water. First, let's talk about three requirements.
First, no notes allowed. Second, no outside disclosure of internal meeting information. Third, there's no long speech; just ask Comrade Wan Shanhong to represent the company and make arrangements for the product launch.
I walked up to the stage, took a sip of tea, and said:
"Dear leaders and comrades, Dongli brand mineral water is about to be released on the market. There are so many varieties of mineral water and purified water in the province that you can't even count them on ten fingers.
I won’t go into details about other provinces, but the main competitor in this province is Shu Group’s Yuanyan brand mineral water.
Although we have come up with promotional slogans like 'Drink Dongli water and you will become a beauty', is it effective?
Yes. The purpose is to make people remember Dongli.
Is it useful? No. Remembering something doesn't mean drinking it. So, the only way we can get people to drink it is to have Dongli brand mineral water everywhere you go, right?
The audience nodded.
I continued, "The only way to get Dongli mineral water everywhere is..."
Having said this, I deliberately stopped and dozens of eyes were staring at me.
I just said the two most important words - distribution.
"Let me tell you a true story. A professor went to the countryside and wanted to buy a Coke. He only drank Coca-Cola.
He asked, "Any Coca-Cola?"
The stall owner said, "No. We have Cola."
The professor said, "Why don't you go into Coca-Cola?"
The stall owner said, "Coca-Cola is delivered here and they leave it alone, just like a delivery man. When the Very Cola delivery guy comes, he's busy helping me clean the shelves and put the merchandise on display, asking about the situation as he goes along. He's so diligent, and it's so much easier for me. Why would I buy Coca-Cola?"
The audience laughed.
I said, "This proves that no matter what kind of cola, most stall owners only care about service. If your delivery service is good, they will sell your goods.
Therefore, what consumers drink is determined by the stall owners and shop owners.
Consumers will drink whatever brand of mineral water the merchant imports more of. Are there people who insist on drinking Nongfu Spring?
Of course there are. If you throw someone like that onto a deserted island, where the seawater isn't drinkable and it doesn't rain, I bet he'll even drink his own urine."
The audience laughed.
“So, we shouldn’t use this type of consumer as an example. We should focus on mass consumption.
Therefore, we should not target consumers, but rather target sellers.
Consumers don't decide what kind of mineral water to drink. They have only one need: to quench their thirst. They have only one psychological orientation: to follow the crowd. If everyone else drinks this, then they buy this.
What people drink is what’s sold everywhere. So holding on to distributors and distribution points is the only way to quench thirst for mineral water.”
Having said that, I slammed my fist on the table.
There was warm applause from the stage and the audience.
I said, "It wasn't my turn to punch on stage. I wanted to draw everyone's attention. Please forgive me. Of course, if you forgive me, I might punch again. I ask for your continued forgiveness."
The audience laughed.
I found Qing Ruo's smile very special. She turned her face to the side and rolled her eyes at the stage.
"My words have two meanings. First, there's no absolute distinction between high and low quality mineral water. It simply quenches thirst. Second, it's about capturing the point of sale, capturing the consumer, and building the brand.
So, how do we capture the various sales points on our sales websites? First, we offer competitive prices, and second, we offer excellent service. We're not competing with other mineral water companies, we're competing with the Shushi Group.
They want monthly payments, and I heard they're now even requiring cash on delivery. So, we're offering a one percentage point discount on top of theirs. Secondly, we're offering quarterly payments. That's a good deal.
Service is like sweeping the streets. Since I won't charge you for the time being, I'll just leave it with you for consignment sale. City after city, stall after stall, hotel after hotel, community after community. Flooding, making the ground waterlogged.
We don't hold any press conferences. Every street, every town, every hotel, and every stall can be seen with our busy figures and water delivery vehicles. This is the best press conference.
I believe that we have raised enough funds to quickly train a distribution team within this month and have them disperse to various locations.
Distributors in various states and cities have instilled my words into the hearts of every sales manager.
I'd like to describe our sales staff in one sentence: Sell Dongli mineral water well, and everyone will have money to marry beautiful women. My speech is over, thank you everyone.
There was warm applause in the conference room.
Mr. Chen said, "Now, please allow our partner, Dongli Town Secretary Tian Dehan, to speak."
Secretary Tian said: "Listening to Comrade Wan Shanhong's speech, I have a feeling that every time I listen, it is a learning process. Today's speech was full of valuable information. Dongli fully supports it.
"We've organized a crack team from the four villages around the lake. At the first command, we'll march into Shangzhou City and sweep every store. We have plenty of labor."
There was thunderous applause from the audience.
Mr. Chen concluded by deciding to take early action and distribute the mineral water throughout the province by mid-April. He also asked everyone to just do it, not talk about it.
Normally, a new product would first be launched with a press conference, but we did the opposite.
After the meeting, General Manager Chen hosted a luncheon for Secretary Tian, Director Jin, and Party Secretary Wei. Qing Ruo, Director Zhou, and I joined him.
When we arrived at the box, everyone took their seats.
Mr. Chen said, "The prohibition on alcohol is very strong now, so I drink beverages at noon."
Secretary Tian said, "This is an iron rule, becoming more standardized every year. Okay, drink some beverages."
After the dishes were served, we drank corn juice and chatted while drinking.
Tian Dehan said: "Shanhong's idea of focusing on sales points hits the nail on the head. Mineral water is not a nutritional supplement; it's just for quenching thirst.
Essentially, they're all filtered by the same machine, so there's no such thing as one water being of higher quality than the other. Therefore, mineral water brands are essentially created by distributors."
Qing Ruo said: "A secretary should be good at summarizing."
Secretary Wei said, "It's a great idea that the secretary arranged for people from several of our villages to sweep the streets. People from several nearby villages all run small businesses in Shangzhou. Many of them work as managers or waiters in hotels. It's easy to infiltrate them."
Mr. Chen said, "That's an inspiration for me. Ask Secretary Tian to hold a meeting of town and village cadres and use the connections throughout the town to distribute the product."
Secretary Tian smiled and said, "That's a good idea. We'll have a meeting in two days."
Mr. Chen said happily, "We are the Eastern Frontier Mineral Water, and the Southern Frontier Tanhuali. We are fighting on two fronts simultaneously. We hope for a win-win situation. Come, cheers."
At this point, Wanshanhong entered a "busy" era.
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