Who can introduce the cigarette "Five Leaves God"?

How can Wuyeshen cigarettes create miracles?

As an experienced marketer, what would you do if the owner of a store threw away your product?

Pick it up and give it back to him. I believe most people's answer is this. But Huang Hui failed in 2000.

When she gave a few boxes of Wuyeshen's sample cigarettes to the boss of a tobacco stall with a very sincere and enthusiastic attitude, and expressed the hope that he could try to sell them, the boss took it and saw that it was a product of Meizhou Cigarette Factory. I heard that it cost at least ten yuan a box (at that time, Meizhou Cigarette Factory produced low-grade cigarettes that only sold for one or two yuan, and the sales volume was extremely poor). Immediately, she threw the cigarettes outside and shouted: "At that time, Huang Hui stood there, and then tears poured down.

This is one of the most impressive setbacks that Huang Hui experienced as a marketer of God in Wu Ye. Huang Hui, who has become the director of Wu Ye God Company's Guangzhou office, can look at this setback calmly. Speaking of the embarrassment at that time, she even laughed at herself. And the boss who threw her cigarette butts out in those days, surnamed Wang, has long known her very well. Now go to his booth, and Boss Wang will come out from a distance to say hello and shout "God of Wealth" one by one. Now that God Wu Ye has become one of the most profitable commodities in his small cigarette stand, he naturally has special respect for Huang Hui.

It is not too much to use the word "spring breeze" to describe today's Wuyeshen Company. Not only did the national plan repeatedly increase 6.5438+0.3 million boxes of cigarettes throughout the year, but the demand for delivery became more and more in short supply, and the telephone ringing for delivery almost blew up tobacco companies. However, this was not the case a few years ago. Just like the boss Wang, when it was first introduced, almost no one liked to sell Wuye God's cigarettes.

Let's take a look at Wu Ye's sales curve. 1999, Wuyeshen products were officially listed, and the sales volume in that year was less than 1000 boxes. In the second year, sales climbed to 3000 cases. In 200 1 year, the sales volume of Wuyeshen reached the threshold of 1 10,000 cases in one fell swoop, and in 2003 it was 63,000 cases. In other words, in recent years, the growth rate of Wu Ye God has been around 300%. With such achievements, Wuyeshen has also become one of the highest-selling high-end brand cigarettes in China.

"The growth rate of Wu Ye God Many colleagues in the tobacco industry use the word' terror' to describe it. Before Wu Ye God, no cigarette brand has achieved such amazing results. " Huang Hui said. In just four or five years, Wuyeshen has achieved the achievements that other big brands in the industry have spent more than ten years or even longer. Because of the success of Wuyeshen, Meizhou Cigarette Factory, which was originally ranked last in the domestic tobacco system, has also become one of the enterprises with the best economic benefits in the industry.

A cigarette that does not cough when smoking.

How did God Wu Ye achieve such excellent performance? To say all this has to start from 2000. It was that year that Wuye God began to make his own market and recruited the first batch of marketers for the market.

Of course, because Wu Ye God was not attractive at first, in many ways, this group of marketers recruited by Wu Ye God is like a mob. Almost no one has worked in the tobacco industry, and few people are engaged in marketing. Most of them, like Huang Hui, graduated from school and have several years of work experience. They think they have a little experience to meet the challenges of complex work (in fact, they are all like Huang Hui, even if they are rudely rejected by customers, they will be very sad). They all have certain ambitions, are not satisfied with the status quo, and always want to do bigger things. God in Wu Ye has provided a platform for such a group of people to start their own businesses.

It was difficult at first. Because the reputation of Meizhou cigarette factory has been very low, almost all of them have been producing very low-grade cigarettes, and the market performance is also quite poor. Every year, some products imported by local tobacco companies from Meizhou Cigarette Factory are sold at reduced prices almost every time. There are so many things that lose money, and the staff of these local tobacco companies are very reluctant to meet the people in Meizhou factory, let alone enter the products of Meizhou factory. Every time Wuyeshen's marketers go to see people from tobacco companies, they are either turned away or have to wait for a long time for an interview. Their attitude is extremely cold, and they often don't even pour a glass of water. In Huang Hui's words, every time she goes through such a scene, she has a deeper understanding and understanding of the so-called "being beaten behind". It is of course an extreme situation for merchants to throw cigarettes, but it is enough to show that Wu Ye's reputation in the market is low.

But it is under such circumstances that when people are not optimistic about Wuye God, the market of Wuye God has started slowly, and the growth rate is quite amazing. Take Huang Hui's Guangzhou market as an example. In the first month, in April of 2000, Wuyeshen sold 10 pieces in her hand, but in the second month, the sales volume rose to 40 pieces, and in the third month, it reached 60 pieces ... By the end of this year, the number had climbed to 200 boxes. These tangible achievements have greatly boosted the morale of marketers. Another point has greatly increased the confidence of the marketing staff of Panax quinquefolius, that is, as long as it is developed, as long as it starts to sell Panax quinquefolius, it will never quit, and almost no other cigarette brands will quit smoking. This shows that cigarette stalls can sell well and gradually have some loyal consumers of their own.

To a considerable extent, this is due to the product strength promoted by God Wu Ye.

At present, the whole world has realized that smoking is harmful to health. However, in view of the problem that smokers are often inseparable from cigarettes, harm reduction technology is very popular. The technology of reducing coke is widely used in the world, which has little effect on the mixed cigarettes widely used in foreign cigarettes. However, the smoking taste of flue-cured cigarettes that domestic smokers like will be greatly reduced after reducing coke. However, Wuyeshen claims that harmful substances such as carbon monoxide, nitrosamines, free radicals and benzo (a) pyrene in cigarette smoke can be selectively reduced by adding a natural plant extract developed by authoritative scientific and technological departments in many countries, thus achieving the purpose of reducing harm. No one can prove the effect of this extract, but because it highlights such a selling point, Wuyeshen is different among many products, and it has more reason to sell than other cigarettes.

God Wu Ye also found some consumers to prove the advantages of his cigarettes. For example, Zhang is an assistant manager of a securities company. It is said that he has never wanted to smoke another cigarette since he came into contact with God in 2002. In his words, the effect of God Wu Ye is really quite obvious. It has almost no dry throat and cough that people usually have when smoking other cigarettes. Other cigarettes that promote harm reduction have a strange smell and don't want to smoke. It is said that it is for this reason that almost every time after catching a cold, the sales of Panax quinquefolius will go to a higher level.

Pay attention to word-of-mouth marketing

In addition to these publicity advantages, Wuyeshen Company has also given considerable support to front-line marketers in the background.

The marketing strategies and methods of Wuyeshen are quite distinctive. Unlike other big brands of cigarettes, they are not as keen on making image advertisements on CCTV or other TV media, because according to a statistic known to Wu Ye, at present, this pure image advertisement without any product selling point has little influence on the audience. Compared with these, Wu Ye God pays more attention to the word-of-mouth communication of consumers. To this end, give some very detailed and standardized marketing behavior guidance to front-line marketers, "because for front-line people, he is a good advertisement himself, and of course he is the living advertisement that is the easiest to leave a negative image." Therefore, Wu Ye God gave these people strict training, including etiquette, communication and communication skills. Ensure that anyone can get a more pleasant feeling when interacting with the marketing staff of Wuyeshen at any time. Another feature of Wuyeshen is that the marketing team is very capable. For example, Guangzhou is a very important market for Wuyeshen and occupies a very high position in the sales of Wuyeshen Company. But with the temporary recruitment of promoters, there are only a few marketers. This is in stark contrast to the exaggerated personnel combination of some enterprises.

Although there are few people, the advantage is that they rarely do useless work. Because the channel of tobacco industry has its particularity, the Monopoly Law stipulates that all cigarettes must go through the channels of tobacco companies, and Wuye God will generally work very actively and establish a very good cooperative relationship with tobacco companies, and many jobs can be handed over to tobacco companies, such as logistics, distribution, warehousing and so on. It's enough for Wu Ye's people to do only the most basic work. Mainly concentrated in the terminal and those influential customers. To publicize the Five Leaves God and make full use of word of mouth, we must explain the characteristics and unique functions of the Five Leaves God clearly, which will enhance the confidence of people in all these fields and bring about a real increase in sales.

Therefore, Wu Ye God has formulated a plan called "Hundred Flowers in a Hundred Flowers" project, which requires every marketer to get in close contact with the bosses of 100 retail terminals and 100 influential loyal consumers, visit them regularly, make friends with them and become close partners. "Don't underestimate this. If everyone can do it, then Wuyeshen has hundreds of marketing employees, who will have very good communication with tens of thousands of very loyal retail owners and consumers. The influence of word-of-mouth communication they provide is extremely huge. " An executive of Wuyeshen Company said so.

In addition, visit merchants and supervise the display of some promotional materials at the terminal, such as light boxes and posters. We can see the efficiency of Wuyeshen from a small aspect: placing light boxes in businesses generally requires a certain fee, but because many businesses have become friends with Wuyeshen's marketers, the display of Wuyeshen's light boxes is almost free. Because Wu Ye's visit is usually with a homely attitude, marketers often carry many small gifts with them, such as Li Li. Cantonese people attach great importance to these things, and they will send one anytime and anywhere on holidays or other anniversaries. Although the money is not much, the recipient will be very happy and regard you as a true friend. Another example is many posters, posters. Many tobacco companies entrust some advertising companies to do it, and then it's over. There is almost no maintenance and supervision, and it may be lost soon. It may not have been posted at all, and no one cares. However, Wu Ye has established a system to evaluate the completion of these tasks in detail. And require marketers to pay attention to the maintenance of these promotional materials at any time.

You don't have to be highly educated to choose a candidate.

Visiting customers, terminal maintenance and putting up posters are all very complicated, and people need considerable patience and enthusiasm, and they do it voluntarily without complaint. Ordinary college graduates often disdain to do such work, while those with relatively low academic qualifications and weak self-esteem are more serious. In fact, for these reasons, Wu Ye's initial employment mechanism is also very interesting. I am not keen on recruiting people with high education and knowledge background and strong self-esteem, but pay more attention to recruiting young people who are diligent, enthusiastic, sincere, enterprising and simple. Indeed, most of the college graduates who were recruited at the beginning did not persist, and most of them left soon, missing the opportunity to grow up with God Wu Ye, which is a pity.

Some people have concluded that the most terrible thing about God in Wu Ye is that it has formed a sincere culture of gratitude and entrepreneurship. The formation of these cultures has a great relationship with the educational background of these employees. For example, Chen Daxiong, who is currently the regional director of Jiangmen and Yangjiang in Guangdong, is like this. He just graduated from high school, and he is the only one in the family who makes money. He has a 5-year-old boy and his wife has not yet worked, which means that the family's life depends on him. There are many such people in Wuyeshen Company, so everyone cherishes this job. And realize that if God Wu Ye can't do it well, then their only job will be lost and their life will plummet. It's hard to find a job like this again. Therefore, everyone will consciously combine personal interests with company interests, regard Wuyeshen enterprise as a home, and make up their minds to do it.

These factors lead these people to be very active and even have a little enthusiasm for their work, although they don't have high academic qualifications and don't know what marketing is at first. Under the guidance of the company and personal exploration, these people have made rapid progress. In product promotion, we often come up with some unexpected ways and means and learn a lot from each other. Of course, it also contains many tips.

For example, the sales staff of Wuyeshen will take the initiative to eat in the lobby instead of the box when they go out to eat, and at the same time put three boxes of Wuyeshen cigarettes in the middle of the table. Even if you see other people smoking other high-grade cigarettes in the restaurant, you will take the initiative to say hello and exchange cigarettes with them. For example, in the early days, many tobacco stalls were unwilling to enter the smoke of God Wu Ye, and secretly organized some people to take turns to ask if there was a God of Wu Ye. In the end, the tobacco vendor will hesitate to enter the Wu Ye God's smoke in doubt. Wuye God has also made a large number of small cards specially for residents in a specific community, with many service numbers commonly used in the community printed on them. After receiving such a card, ordinary residents will find it very useful. Not only will it not be discarded, but it will usually be placed in a very conspicuous position at home. It is said that the first batch of elevator advertisements in Shenzhen was first published by Wuye Shen, and later it was discovered by Pepsi-Cola. Many advertisements were published, and some advertising companies such as Yi Media followed suit, which actually formed a large niche advertising market.

The most rare thing is that Wu Ye God has formed a mechanism to sum up these valuable and good ideas from a grassroots individual in time, and then quickly sum them up and promote them in the company.

At the same time, Wu Ye God attaches great importance to the value of these front-line marketers. As an executive of the company said, perhaps for other industries, these people's knowledge and skills are not too high, but for Wuyeshen Company, they are already precious wealth. Because most market resources are in their hands, they know the merchants and some important customers best. How to keep these people in Wuyeshen for a long time and prevent them from having other ideas, Wuyeshen Company has also made a lot of brains. Because the company realized that it is always limited to provide higher-level positions, in order to meet the requirements of the progress and growth of some grassroots marketers, Wuyeshen organized an internal professional title evaluation system, which was divided into six levels from assistant marketers to senior marketers, thus ensuring that some marketers can get high salaries even if their positions are not high, even higher than those of leaders, as long as they work hard and are willing to learn. In fact, there are many humanized system designs like this in Wu Ye.

Undoubtedly, such innovative marketing methods are very advanced and leading in the tobacco industry, which is why they can stand out in the fierce market.

Become a leader in high-end cigarettes

Even with such outstanding achievements, it is still far from the goal of God Wu Ye. According to the plan of Wuyeshen, the sales volume of Wuyeshen should reach at least 200,000 cases in 2005 (it must be pointed out that Wuyeshen has a huge sales base and has become one of the leading brands in the market. So it is obviously unrealistic to grow at the same speed as before), the ambition of Wuye God does not stop there. They hope to sell more than 300 thousand cases in 2006, and further say, "500 thousand cases is not a dream." If this goal is achieved, Wuyeshen will become a well-deserved overlord in the domestic high-end cigarette market.

Of course, it is still quite difficult to achieve this goal. At present, the market of Panax quinquefolium is mainly concentrated in Guangdong Province, which is also the most open and competitive market in China. In other parts of China, because there are often many administrative barriers, it is difficult for God Wu Ye to enter. Fortunately, Wuyeshen's unique harm reduction technology has achieved great success, and its innovation in marketing means has also been favored by relevant state departments. Now it has become a key brand supported by the State Tobacco Monopoly Bureau. The promotion meeting of Wuye Ginseng products led by Tobacco Monopoly Bureau has been held three times in succession in various places, requiring all local markets to open up Wuye Ginseng products. Wuyeshen Company believes that with the gradual entry of these markets, its sales outside the province will definitely increase substantially.

"Wu Ye God already has the DNA to become a great brand. What we have to do is how to improve it, make it mature and make it so dynamic forever. " An executive of Wu Ye God said so.