Go back to 1990 to start a business

Xia Chuan said leisurely: "You have asked the key. Two reasons.

First, even if it is a joint venture between us, I will set the strategy and you will execute it, and I will not participate in the management.I don’t have time to spend on one company. My goal is to build a corporate group and create an ecological closed loop.

So, for me, talent is the most important thing.I can only do it if I have talented people, not if I have innovative products.Innovating new products is nothing to me.

Second, the beverage and food industry is a red ocean.As your share increases, other people's shares will decrease. The market is so big, it's a matter of fighting until the bayonet sees red.And what I really want to do is blue ocean.That is, an area of ​​innovation where there is no competition.

Even if I get involved in the Red Ocean field now, it is only to make money and prepare for the blue ocean in the future. The Red Ocean will have to exit sooner or later, understand? "

Xia Chuan said seriously.

Bao Bo was finally moved. He understood Xia Chuan's pattern as soon as he heard it, but he felt creepy. How confident does this person have to be to be so arrogant about the world?

Mengyi's blood boiled when she heard this. It turned out that Xia Chuan's goal was so far-reaching. He didn't even start any business that he could start, just for the ideal blue ocean.Just like he didn't touch the woman around him for the sake of Shiyun who was far away.

What kind of spirit is this man?Although it can break the hearts of many women in the end, it can also break the hearts of these women and completely convince them.

Bobo was suddenly moved. He saw the true value of life, and at the same time came up with an idea that even he felt was ridiculous.

He wants to give up everything and fight Xia Chuan!

As soon as this idea came up, it flooded over and made his blood boil.

After just three breaths of consideration, he said with emotion:

"Xia Chuan, I resign and go crazy with you!"

Xia Chuan stood up and shook hands with a smile: "Congratulations on the success of our dream combination!"

The two big hands were held tightly together.

Meng Yi excitedly picked up the pen and quickly wrote down: Xia Chuan's first real entity enterprise was born!

Unexpectedly, Bobo suddenly said to Mengyi: "Isn't it suitable for interviews next time?"

Mengyi was instantly furious: "What do you mean by that look? Even if you two form a joint venture, I am not an outsider. The Omegas in Xia Chuan's hands were all given by me!"

Who knew, a flash of light flashed in Bobo's eyes, "Where did you get the money?"

Mengyi was embarrassed, Xia Chuan laughed and said, "It's okay, Mengyi won't talk nonsense."

"Okay." Although Bao Bo was worried about Mengyi, he could trust Xia Chuan.

Mengyi gave him a blank look in return.

Then Xia Chuan and Bao Bo had the most candid exchange.

"Our first flagship product is called iced black tea." Xia Chuan first frankly told Bobo about his most valuable thing, which showed his absolute trust in Bobo.

Bobo's eyes lit up, "Tell me the reasons for the success of this one."

Xia Chuan took a sip of tea first and said leisurely:

"An innovative product must have a popular taste on one hand. It must also be understandable and impressive. Now there is an innovative product called Beer Shuang. How far do you think it can go?"

Bobo said: "I don't like drinking. Beverages are not drinks, and beer is not beer. It is not popular enough. It is just targeting the taste of young people. I feel that although it is not big, it has a certain market and it may not fail."

Xia Chuan smiled and said: "I tell you, this product will definitely fail, and it will die soon. The positioning is vague and cannot be understood instantly, so it will not be able to open up the market in a devastating way. The advertising input-output ratio will kill him. !

Don’t forget that the national beverage market is a red sea. If you don’t eliminate others, you will be eliminated by others. If you don’t stand at the top of the tower, you are destined to be crushed to death!Successful innovative products must have clear positioning.

Iced black tea, first of all, the word "black tea" is very familiar to the common people and acceptable, right?Kombucha has been popular in recent years.Plus ice, is there anyone who doesn’t like ice in summer?Take advantage of three points first.

As for the taste, I can guess it. I don’t feel strange in my heart, and I’m not afraid of being fooled. It’s easy to accept it.It's like a blind date, the first impression is extremely important, and the first meeting must be accepted. "

Bobo suddenly understood and said excitedly: "Iced black tea is a product category, and the brand name is also very important. What name should we choose?"

Xia Chuan asked with a half-smile, "Do you want to say 'happiness'?"

Bobo was stunned, his eyes widened and he asked, "How did you guess that?"

"Old Bao, when I see you riding a bicycle, I know that you are full of happiness in your heart, otherwise you would need to ride a Mercedes-Benz." Xia Chuan said that the old god was there, but he was laughing in his heart. Why the hell are you going to transform the cannery into a cannery in a few years? The private joint-stock enterprise is called Happy Food Company.

Mengyi's head was deceived and damaged. Didn't Xia Chuan feel happy while riding in a Mercedes-Benz?

Bao Bo thought for a while and felt that it made sense. Looking at Xia Chuan, he looked like he was standing on a high mountain and it was unfathomable.

He scratched his head and said, "You think this name is inappropriate?"

Xia Chuan nodded, "It's very inappropriate. Your name is only suitable for making glutinous rice balls. It's definitely not suitable for making iced black tea. I'll give you three reasons:

First, now that people’s livelihood is in decline, do people really have a sense of happiness?Have you ever heard of Cui Jian’s Nothing?Why are so many people moved?Aren't you afraid that this name reminds people of brainwashing and makes people disgusted?

Second, happiness is too abstract, has no sense of picture, and has a narrow audience. At least children cannot understand or remember it.

Third, and most critical, is the input-output ratio of advertising.If your name is something that everyone sees every day, they will feel extremely familiar, not unfamiliar, and may even have the illusion that this is an old brand.

On the other hand, after you place an advertisement, when people see it, they will easily associate it with our brand and continuously deepen the impression of our brand. The investment-output ratio of this advertisement will be high.

But who can see your happiness every day? "

Bobo understood before he finished speaking. Now he was very embarrassed and said sarcastically: "Then what can you say?"

"Rising Sun." Xia Chuan did not hesitate to cut off the brand name four years later, except that he removed the word 'liter'.

Lao Bao's eyes lit up, Rising Sun Ice Black Tea?This name is so harmonious.

He said with emotion: "I suddenly discovered that picking a good name is already half the battle. Not bad. Let's call it Rising Sun Company."

"Haha, Old Bao, how can the name of the company be the same as the name of the product? You don't want to tie all the products to the company like Wahaha, do you?"

Bobo was surprised: "That way at least we can save advertising fees, but if one product has a problem, everyone will suffer. I think each has its own pros and cons. Do you think we should resolutely separate?"

Xia Chuan was a bit dumbfounded: "We must separate. Otherwise, if someone destroys one of your products, your entire company will be destroyed. Moreover, we have to move to the blue ocean. How can we move together if we tie them together? Always leave yourself the greatest choice!"

"That makes sense. What's the name of the company?"

"Yiteng. I plan to create a Yi-zi system. From now on, all company names will start with Yi." Xia Chuan made no secret of his ambition.