"Not!"

Wang Yan said firmly.

"HuaShang is not a new brand, it has a history of nearly three years. Moreover, our brand no longer needs to build image stores in big cities, because in small and medium-sized cities, HuaShang brand has a greater influence!"

As he said that, Wang Yan talked about the investigation she had done specifically in large, medium and small cities.

In first-tier cities, Wang Yan personally found a hundred random passers-by and asked them if they knew where the nearest Huashang store was.

Among the 100 people, at least half don’t know the Huashang brand! Even those who know it can’t tell where the Huashang store is nearest.

In second-tier cities, almost half of the same hundred random passers-by don’t know Huashang, and no more than ten can tell the address of the nearest Huashang store.

And in third- and fourth-tier cities, everyone, of course, was looking for female passers-by between the ages of teenagers and fifties when doing surveys.

Everyone has heard of Huashang. At least 70% or 80% of them can tell the address of Huashang's specialty store casually!

What does this mean?

Obviously, in small and medium-sized cities, the Huashang brand is more well-known.

After listening to Wang Yan’s narration, everyone was also amazed.

More amazing is because Wang Yan actually did enough investigation...

She said it simple, but if she actually went to find a hundred passers-by to do a survey, she would know how troublesome and hard it was.

And this kind of investigation was conducted not in one city, but in first, second and third-tier cities.

This girl is really hard-working!

"So, we no longer need image stores in first- and second-tier cities! Of course, in order to further enhance brand influence and popularity, we will use other methods, such as asking big-name celebrities to endorse the speech."

Wang Yan explained: "In small and medium-sized cities, consumers prefer brands endorsed by big-name stars. Because being able to afford big-name stars means that the brand is capable! However, celebrity endorsement is much worse in big cities, because consumers in big cities are more independent and will not blindly chase stars, especially older groups."

Wang Ye nodded and asked, "Who do you think should I invite to endorse Huashang?"

"This involves another major adjustment of the Huashang brand. I plan to improve the target group of the Huashang brand!"

Wang Yan said something amazing again.

Everyone was amazed in their hearts. No wonder Wang Yan wanted to rebirth the Huashang brand. This was a complete transformation.

Not only is the adjustment of sales channels, but also the brand positioning needs to be adjusted.

"Oh? How to improve?" Wang Ye asked with interest.

"It turns out that the target group targeted by Huashang brand is 18 to 5 years old, but the style is actually more suitable for groups in their 20s."

"However, since the channel needs to be reduced to the third and fourth tier cities, we must adjust the age group according to the consumer group composition of third and fourth tier cities. I think this age group is more suitable for between the ages of 25 and 40." Wang Yan replied calmly.

She doesn't need to explain this question, everyone understands it.

In middle and lower cities, there are relatively few young people in their 20s, although it is inevitable to adjust the style appropriately.

Wang Ye nodded slowly, and the channel sinks...

Wang Yan is right. Her adjustment is called channel sinking!

In the clothing industry, there is no brand that dares to take the initiative to sink channels.

Because everyone is reluctant to leave the huge consumer market in big cities, and many brands are working hard to improve their positioning.

Of course, it can only be done in big cities.

Wang Ye has seen many successful cases that he has truly dared to take the initiative to sink channels, all of which happened in Internet companies, and it only appeared a few years later...

The Pinduoduo that will appear in the future is a typical example of channel sinking!

Traditional e-commerce giants, Tmall, JD.com, etc. have focused their targets on first- and second-tier cities. It is obvious that such cities have concentrated populations and convenient transportation.

It is relatively easier to promote and deliver, and it is also efficient.

But Pinduoduo did the opposite, taking advantage of the habit of small cities' residents' preference for taking advantage of small gains, and emerged.

Breaking the joint monopoly of Tmall and JD.com, breaking through.

In addition, successful cases include Kuaishou, Toutiao, etc.

Without exception, these companies are all targeted at third- and fourth-tier and even rural users.

But they all succeeded!

What Wang Ye didn’t expect was that the girl Wang Yan, several years in advance, proposed the concept of “channel sinking”!

Great.

"Because the product style will be adjusted to be more suitable for consumers in their thirties, I think choosing Xie Bing is more suitable for the spokesperson. In small and medium-sized cities, Xie Bing, the old queen, is still very well-known, especially among people in their thirties and forties."

"Then how do you deal with franchise customers in first- and second-tier cities now?"

Wang Ye frowned and asked a question.

When everyone heard this, yes, the Huashang brand is not like the Best Products. The shop is full of direct stores, but all franchise stores.

Are customers willing to withdraw their stores?

If the company wants to withdraw the store and the customer starts to make trouble, it will cause big trouble.

Wang Yan smiled slightly: "I checked all the company's franchise contracts. The franchise customers in first- and second-tier cities were basically opened by Huashang before the listing. In other words, most of them have been more than two years, and our franchise contract term is three years..."

Wang Ye suddenly realized that this means that after the contract expires, he will no longer renew his contract with the customer.

"Of course, I will mention explaining to the customer that the brand will make a major adjustment in its style positioning. The adjusted style is difficult to adapt to in big cities. That is to say, if they insist on signing the contract, we will not refuse. But the consequences will be borne by ourselves." Wang Yan added.

Lao Hu sat aside, and before he could even question, he was already frightened.

This yellow-haired girl is so cruel!

This is unfair to old customers. Lao Hu couldn't help but say, "It's not good. After all, those old customers have also followed the company all the way, and now they are going to cut them off..."

He meant that doing this was not kind enough, and he was a little sorry for the customer.

Wang Yan said coldly: "If you don't adjust, it's everyone who is waiting for chronic death! Major adjustments will inevitably lead to labor pains, but this is inevitable."

"Okay, do you have any questions to ask Wang Yan?" Wang Ye said.

He had already made up his mind.

Everyone was silent because Wang Yan's plan was a bit risky, but there was still a great possibility of success.

Moreover, Wang Yan did a good job in preparation and had convinced everyone.

Wang Ye looked around and saw that no one spoke, and said with a final say: "That's it, Wang Yan, you can implement this plan!"

"In addition, I announce that Wang Yan's inspection period has ended and he will officially serve as the general manager of Huashang Branch. Mr. Wang, please communicate with Wang Yan about the salary issues later."

The Mr. Wang in Wang Ye's words, of course, refers to Wang Xiaojuan, Vice President of Administration and Personnel.

After hearing Wang Ye's announcement, Wang Yan was surprised. She didn't expect that she would pass the inspection period so smoothly!

This means that my hard work over the past two months has been recognized by the chairman.

"Thank you, Mr. Wang, thank you, I will definitely work harder." Wang Yan said gratefully to Wang Ye.

"Haha, although you have to work hard, you also need to pay attention to your health. I don't want to find a new general manager in a few months." Wang Ye said with a smile.

...

After the meeting, Wang Xiaojuan called Wang Yan to her office and asked her to sit down first.

Then congratulations: "Congratulations, Xiaoyan, you have reached the top. You are the one with the fastest promotion speed in the entire group. Even Mr. Wang, he was not as fast as you were at the beginning."

Wang Yan smiled embarrassedly: "How can I compare with the chairman? He is accumulating strength and accelerating faster and faster. I am self-aware and I am very satisfied to be able to do a good job in Huashang Branch."

Wang Xiaojuan turned to the topic and discussed the issue of salary and benefits with her.

Wang Yan has just been promoted to general manager of the branch, so his annual salary will not be too high. He can only get a starting salary of this level in the first year, which is only 2 million yuan.

The second year will be adjusted based on the operation of the branch in the first year, and there will be annual dividends.

In the first year, because the company would undergo major adjustments, Wang Ye did not set annual performance goals for her.

In other words, let Wang Yan let go and don’t have to worry about performance issues.

When Wang Xiaojuan said the number "2 million" Wang Yan was stunned at first, then she was in a state of excitement and her eyes turned red.

After seeing this, Wang Xiaojuan naturally had no misunderstanding. She knew that Wang Yan was a young girl with no high education and was just a sold insurance company in the past.

Now that I suddenly got a high salary of 2 million, I was naturally excited.

"Come on! You have the opportunity that most people dream of now. This is your starting point. Don't let Mr. Wang down, you will get better and better in the future."

Wang Xiaojuan encouraged softly.

Wang Yan bit her lip, and then the corners of her mouth slowly bent: "Thank you, Mr. Wang, I will definitely work hard! I will definitely not disappoint Mr. Wang."

...

When she walked out of Wang Xiaojuan's office, Wang Yan could no longer suppress her excitement. She clenched her fists and bent her arms.

"Come on! Wang Yan, you are the best!"

After arriving downstairs, Wang Yan couldn't wait to call her home and wanted to share the good news with her family.
To be continued...