"Look, this is the effect of our products. White shirts are also contaminated by more than a dozen pollutants such as oil stains, lipstick, mud, blood stains, rust, etc., using international brands such as Taizi, Bilang and Myster, as well as using our new products, the effect of decontamination and whitening of our products is not weaker than any international brands, but their sales price is ten times our cost, so we are still planning to go public at a price lower than theirs to gain market share." The person speaking was Noëce's brand vice president, and also Mr. Zhuang's right-hand man, named He Ming.

"You can try it yourself. There are ink marks and some special pigments here. More than a dozen kinds of laundry detergents, including buckets." Mr. Zhuang warmly greeted Cui Ning and his party:

"I know that Mr. Cui is a very serious and pragmatic expert, so I must come up with good products and real skills to let everyone experience it. Then Mr. Cui will trust us and give us the best ideas."

Cui Ning signaled Wang Ruolan and Aunt Huang to test several stains and laundry detergents by himself. Aunt Huang said:

"Actually, other brands don't need to be tested. I often wash clothes at home, so I know very well about laundry detergent. Our new products have a great ability to remove stains and taste good. From a consumer's perspective, it is an absolutely good product."

Wang Ruolan also nodded and said:

"I tried lipstick, and it worked better with warm water. So when washing clothes, in addition to the quality of the washing powder, we should cooperate with some other strategies, such as the secret removal of ninety-nine kinds of stains, which is purely advertising art and a way to make consumers trust the product."

"Mr. Cui, what are your opinions? Let's listen to our teachings," Mr. Zhuang said half-jokingly. "Everyone here is our own people. You must speak freely, especially be prepared to be taught by Mr. Cui. Mr. Cui must respect Mr. Cui. Mr. Cui is first my teacher and then our partner. Mr. Cui is a person with great ability. His opinions are very important to us.

Everyone knows Hailan, Yu Jinlong, and Chairman Yu is called Mr. Cui. Many of Hailan's classics in recent years have been planned by Mr. Cui himself.

Come on, everyone applauds, let Teacher Cui say a few words to us.”

Under the leadership of President Zhuang, warm applause rang out on the scene.

Cui Ning looked around for a while, nodded slightly and said:

"Thank you Mr. Zhuang for your trust. I will briefly talk about my views on the industry and products. Some of them may not be of high opinion. They are purely personal opinions. They may have some value, but they may not be the only conclusion.

Some time ago, I participated in a planning meeting. All the companies here are executives and they trust the product's efficacy. They debate endlessly for the product to improve sleep, whether it is young or beautiful.

I believe that I am very familiar with the product, especially the product’s decontamination ability. I can understand this.

But if it is just the ability to remove dirt, I believe that no matter how good the washing powder is, it will not be as good as 84, or 84 plus a little flavor.

So laundry detergent seems to be a very simple industry, but it is not selling detergent or taste. So why are all companies talking about these concepts that most consumers are not interested in?"

At this time, a senior executive of Noahis, who is also the vice president of the company, Ye Hua stood up and interrupted Cui Ning:

"Mr. Cui, please forgive me for taking the liberty. Although Mr. Zhuang said that your real teacher and expert, I still want to interrupt you. I have been making detergent products for many years. I am half an expert in the laundry detergent market. I can guarantee that the detergent sold is really detergent. If you lose this core concept, the value of this brand is actually not great and the trust will be reduced."

Cui Ningxiao:

"Hello, Mr. Ye, have you ever thought that if it is really decontaminated and stubborn stains, can the washing powder be removed? For example, the blue ink of a white shirt is actually washed immediately when the experiment is done. However, after a few hours of dripping, can the laundry powder on the market be completely removed?"

Ye Hua thought about it and shook his head:

"It's really not possible, especially many inks and lipsticks nowadays have waterproof features, so they still have to use 84. But what I'm talking about is that under normal circumstances, the concept of decontamination must be followed by any laundry detergent brand. So, I hope Mr. Cui will give us a holistic idea or a brand new concept."

Cui Ning looked at Mr. Zhuang, and Mr. Zhuang seemed to be smiling. Looking at Cui Ning, Cui Ning continued:

"The question Mr. Ye asked is very representative. That is to say, the concept that everyone is talking about is actually just one of the motivations for purchasing and one of the essential functions of the product. But please pay attention to my logic. Consumers do not think that there are many differences in the ability of decontamination removal between the brands of Taizi, Bilang and Myster. Since there is no difference, the so-called ninety-nine kinds of stains, or super decontamination, are actually just a basic appeal, not a unique concept, and cannot become a core concept or even the foundation of victory. Do I agree with this if I say this?"

Ye Hua nodded repeatedly:

"I agree with this logic 100%. Mr. Cui, please continue."

Cui Ning continued:

"The basic concept must be, and like slogans, it forms a three-dimensional offensive in packaging, advertising and terminals. It is necessary to make consumers subtly recognize the product. This is the basic skill of any laundry detergent brand and it is not considered creative.

Real creativity is definitely not something you can remove ninety-nine kinds of stains. I can remove a hundred kinds of stains. If we advertise this way, the effect will be. However, this kind of parrot-based creativity is not what a big brand should do.

The same goes for saying that a real good idea is touching, especially a TV commercial, which requires telling a story within fifteen or thirty seconds, and then allowing the audience's consumers to trust the brand and even have feelings for each other. This is the same as a relationship between a man and a woman. It is definitely not that I take out the keys to the car and villa, and the other party will like me.

This contains emotional communication and profound insight into consumers.

I just watched it. Everyone is very confident about the performance of the product, which comes from our research and development and technology. However, in TV advertising, when we tell these stories, it is equivalent to using the strategy of playing ten years ago to build the market, which is very dangerous.

Therefore, new products must have new ideas, product performance, quality and technical research and development. It can be said that it flashes by. It is not the focus we want to show. The focus we want to show is the original intention of this product itself, which is to create a local excellent brand of laundry detergent and become the most competitive brand in the history of the Long Kingdom.

These original intentions should be expressed through emotions and details, and to convey emotions quietly, so that consumers can recognize that we are a valuable and emotional brand, a local laundry detergent brand, and a brand with higher cost performance.

Just like our name of the coke that we have kids, it is called extraordinary coke, not patriotic coke or powerful coke, it is to moisten things silently."

Vice President He Ming nodded and asked:

"Mr. Cui, I agree with your ideas. What are the specific strategies and how should we express them?"

Cui Ning turned to Aunt Huang and said:

"Mr. Huang, this is our senior in the daily chemical industry and the vice president of Xiaobao. A few days ago, she told me a story about her own. Because Mr. Huang just resigned from his previous company some time ago, and was with a group of laid-off and unemployed female workers every day. Many topics that everyone discussed were discounted and where eggs were cheaper. It can be said that women are always an important medium for information transmission.

A few days ago, she encountered rain outside. When she went home, she saw that her daughter had washed her clothes and was making dumplings for the whole family.

At that moment, Aunt Huang felt that her daughter had grown up and could help her take care of her family. It could be said that she was happier than winning the grand prize.

What I want to say is that the target group we are mothers, women, and even laid-off workers in Longguo. The greatest pride of these mothers is to see their children's growth and be able to help them wash their clothes."

President Ye Hua still has some questions:

"Mr. Cui, what you said seems to be right, but I still don't understand. According to what you said, we need to avoid simple product performance demands. We need to express emotions and love. What does this have to do with washing powder?"

"What is the relationship between provincial Youduyou and Ge You? But it has made one of the most famous ham sausage brands," Cui Ning replied:

"Sincerity has nothing to do with home appliances, but it has made Longguo's most famous sea blue brand.

What we do is communication and communication. The communication method is the most effective, the best way to express the uniqueness of the product, the best way to express the company's brand advantages, and gain trust and recognition. This is the key, and this is a completely different field from product technology and technology research and development.

As for decontamination ability, enzymes and fragrance, they are all modules and basic skills. Subtitles or terminals will be easy to express. As long as advertisements are placed on national TV stations, these characteristics and selling points will be easily trusted.

The first step we have to take now is to be different from others, take into account the market and social environment, that is, female mothers, to leverage this market and touch the soul, and naturally win the market.

Mr. Zhuang laughed:

"Mr. Cui, what you mean is that the core of our advertising is my dear mother, can I help you with laundry and work? Is that what it means?"

"No need to be so complicated. Mom, I can help you with work," Cui Ning said. "It is best to use a seven or eight-year-old child. In addition to showing the love between mother and daughter, beautiful mothers and beautiful daughters. Then a seven or eight-year-old child can wash white clothes clean, not to mention adults. hiding many functions in the performance of TV art and videos, let alone our new products become the first advertisement to touch and cry the audience. This is my purpose. Only in this way can we break out of the functions of Jiebao to a completely different road to the Dragon Kingdom."

"Okay, that's right," said Mr. Zhuang. "President Cui will grasp the specific advertising content. Then, there is another question: Should we continue to use the Shendiao brand, or should we create a new product brand to expand the market?"

"I think this is OK," said Zheng Yifan:

"Each has its pros and cons. Using Noèce or Shendiao, our products are also well-known and familiar. If you use new product brands, if you use a large advertising force, you will form a brand synergy with Noèce and learn from Jiebao's good role models."

Mr. Zhuang said loudly:

"Okay, the professional issues will be controlled by Mr. Cui. I am only responsible for paying. By the way, today we must taste our most authentic local dishes and drink a few more drinks. The next task for the bosses here is to get Mr. Cui and their team drunk, instead of continuing to discuss professional issues."
Chapter completed!