I was forced to start the second round because I was raised in poverty

Chapter 76 Su Cheng plays his cards
Chen Suna's idea is to change the channels and methods of advertising to explore her own selling points and find her customer base more accurately.

Later everyone extended this idea.

Is this reasonable?

Very reasonable.

Is this correct?

Very true.

If the full score is 75, Su Cheng would give Chen Suna's ideas points.

70 points were Chen Suna's score, and the other 5 points were his filter and encouragement for Chen Suna.

This score is not low among various options, but Su Cheng just barely passes.

Because Taihong’s business model has not changed at all.

Su Cheng has a better way to get higher scores.

In fact, he didn't really want to say it out loud, mainly because he wanted to take care of Chen Suna.

Not to mention the first achievement, it can definitely be counted in Chen Suna's assessment.

Being included in the first time you participated in handling a commercial case is a definite plus.

If nothing unexpected happens, Chen Suna will definitely get a share of the prize money.

But this case is Dad's test paper.

Even if I bought a pack of cigarettes worth more than 20 yuan and added two eggs to an egg pancake, I would still be judged to have a problem with my work attitude and given a disciplinary warning.

Even cancelled my own freshly ground soy milk!!
If Su Cheng didn't show any performance at all, it would be equivalent to handing in a blank paper.

The punishment will definitely be more severe then.

That's just nonsense.

but.

If Su Cheng put forward his plan, it would be equivalent to completely denying Chen Suna, making it seem that she had no shining points at all.

So before he took it out, he made some slight modifications.

While retaining Chen Suna's shining points, she can also express her own ideas and concepts.

"I have another idea."

Deng Qiang glanced at Su Cheng and said, "Okay, tell me about it."

Deng Qiang is now looking forward to what Su Cheng can do.

This time, as long as Su Cheng's plan is good, he will definitely give it priority.

He needs results too much.

Su Cheng also needs results.

"First of all, Taihong has serious problems, and it can't be completely saved by just an advertising campaign."

"If we just follow the plan we just proposed, it might only lead to a slight improvement, but it will not address the root cause."

"If you want to compete with Baozhi, that's definitely impossible."

Su Cheng's opening remarks touched Zhong Taihong's heart. Zhong Taihong was aroused with a strong desire to listen. He wanted to know what plan Su Cheng would come up with.

"The point I want to emphasize is that this kerosene lighter is 100% a luxury product, not a mass consumer product."

Baozhi's pricing generally ranges from 200 to 300 yuan, and there are also products priced from 500 to 1500 yuan, which are definitely luxury goods.

As for the entry-level model of DuPont, it costs more than 9000 yuan, which is considered a super luxury product.

Even if you find the customer base more accurately, you still cannot change the attributes of luxury goods.

Su Cheng's words were recognized by everyone.

Because the sports they have just discovered, such as camping and outdoor activities, are basically only available to people with money and time, and they are all activities for rich people.

Not to mention financial freedom, at least they are middle class.

Taihong prices its products at around 150 yuan, and the most sold lighter is the Zk2 model that everyone just mentioned.

This price range can be considered a light luxury product among lighters.

"Taihong has always considered Baozhi a competitor, but they've only done inferior work." "Just look at Mr. Zhong's operations and you'll understand. How do they sell?"

"Either they buy recommended spots or get direct access, or they find someone to promote the product and give out coupons in the livestream."

"This is a big taboo in business: not having a clear and distinct positioning for your product."

Zhong Taihong was stabbed hard by Su Cheng.

He doesn't want to buy recommendation positions or traffic.

The key is that it can’t be sold!

"Then this is your problem." Su Cheng said bluntly.

Zhong Taihong felt embarrassed and didn't dare to speak again.

Su Cheng's logic was crystal clear, and in a few words, he pinpointed the root of the problem: "Taihong's brand identity is seriously inconsistent with its operating methods."

Chen Suna admires Su Cheng's thinking.

She just talked a lot, but what she wanted to express was finally summed up by Ye Li in one sentence.

Su Cheng's mind is very clear. He knows what he wants to say and how to say it in the most concise and accurate way to convey the message he wants to express to everyone.

"So, Taihong's previous strategy of pumping traffic was absolutely wrong."

Moreover, this model has already destroyed its own brand tone, and it will not be easy to go the high-end route in the future.

Zhong Taihong hesitated to speak.

He really wanted to refute Su Cheng.

But he couldn't find any reason to refute, because what Su Cheng said were all practical truths, so he could only listen obediently.

Although Taihong can no longer go the high-end route, it does not mean that Taihong must go the high-end luxury route.

Therefore, Su Cheng's plan was prepared to enhance Taihong's brand power.

"We don't do luxury goods, nor do we do affordable luxury."

"Our prices are higher than Pinxixi's not because of luxury or brand premium, but because of performance."

"I can add one more thing here. The premise for us to explore selling points should be the selling points we already have."

"To be precise, what we need to do is to link price with performance, and then enhance Taihong's brand power."

Deng Qiang couldn't help but ask: "So what is your plan?"

“Price increase.”

Price increase?

Everyone present looked at Su Cheng: "How much is the increase?"

Su Cheng answered confidently: "119 yuan."

Zhong Taihong was horrified: "Are you going to raise it to 398?"

Su Cheng frowned and asked, "How did you get to 398?"

"Our starting price is 279. If you raise it by 119, wouldn't that be equivalent to 398?"

Su Cheng:......

Su Cheng felt that Zhong Taihong's brain didn't seem to be working very well.

He had to explain: "Mr. Zhong, although your order is 279, you always give out coupons, and the shipping price is basically 160 yuan, so the basis of our discussion is based on 160 yuan."

Zhong Taihong's mind was indeed a little confused at this time.

So... 160+119... isn't that still 279?
Does this mean there will be no more discounts or coupons in the future?
"Then should we set the original price of zk2 at 398 from now on?" Zhong Taihong asked.

"It doesn't matter whether this is fixed or not. It doesn't affect anything."

"Consumers nowadays are no fools. The 'original price is xxx, current price is xxx' scheme has been played out for a long time. No one believes it."

"In the trade market, clothes that cost 20 yuan a piece are often priced at 1999 yuan, so it doesn't really matter whether you set the price at 398 or 3980 yuan."

Baozhi brand lighters and Dupont brand lighters have a lot of brand premium in price and are a pretentious name.

Su Cheng decided to raise the price of Taihong lighters, mainly to instill psychological concepts in consumers and redefine the brand.

(End of this chapter)