He once was a reporter of elder finance and economics, those who act on pair of sporting goods industries 11 years is careful have an insight into, cross entered Li Ning, harships 8 after carrying, he bend affection joins in special pace. His since is wearing the bookman of glasses, it is the professional tall canal with a rich experience more, he is special thunder of Xu of pace brand chief inspector.
Experience Xu Lei of two disparate scenic, exclusive and identical is, hold to from beginning to end “ let sale extraordinary “ .
Classical hold dish of sale cost of 3.5 million a few sale of 100 million, when Li Ning just began to establish, be the phase that market of Chinese sporting goods just starts.
By 1998, xu Lei joins in formally Li Ning, below the influence that is in Asian banking crisis at that time, turn to cross an enterprise all right right now, look in others, not be moment a bit it seems that. However, this “ not be moment “ , be made fun of to call by Xu Lei later “ of the honor extremely “ .
As a result of plum Ning Congyi appears on the market begin to never be hit fold, accumulate through inventory of 8 years, when coming to financial crisis, li Ning has a large number of stock to agency from the company, the word that presses Xu Lei says, “78 storehouse are filled in completely, have a few stock of 100 million probably “ . At that time, the company has a demand, use the end of the year namely probably a half-moon time, digest these 4 inventory of 100 million.
1998 when, 4 stocks of 100 million are then those who comparative is big, how be inside so short time, with a few expenditure, will huge stocks is digested go out, the problem that urgent need solves the sale group that became Xu thunder place to guide. Dozen fold processing? This kind may create the method of side-effect to the brand, be to make place of multilateral border big shop sign distain, however, xu Lei made a bold decision however, that is “ dozen fold, and it is dozens big are folded “ .
Of course, of Xu Lei hit breaking the operation pass elaborate plan. He engineered at that time the name is “ opportunity “ series advertisement, did not choose TV medium, use paper however, basically be the evening paper that visits town each and Metropolis Daily, for instance the youth signs up for the Beijing at that time to wait on the weekend with south, cent publishs 3 advertisement 3 times, a day that when publish in advertisement as a result, the surprise is transmitted ceaselessly from far and near.
“Frequency of countrywide market report of a success is passed, echo is very enthusiastic. “ the at that time case since memory, xu Lei is very excited still, his place has two brand shop on Beijing company at that time, the manager of clothing department had vacated his office, regard as sale bar, offer in-house employee “ scare buying “ , goods is to sell light again and again more, ceaseless filling goods. “Beijing has had a lot of people to want to come home at that time cross the Spring Festival, appeared to buy the customer of cotton-padded clothes of packets of big packet in brand shop, often be the latter half of the night cannot close the door, a lot of people queue up, scare buying of a lot of people, the sort of grand occasion lets me extremely hearten! “ Xu Lei says, original by a definite date sales promotion activity of 45 days, the result is obtained 30 days greatly get the better of completely.
“3.5 million, this is to pass newspaper to popularize at that time ‘ opportunity ‘ charge, a few 100 million are the sale that brings from this. “ get the better of at that time greatly, lei Ji letting Xu is moved unceasingly, make what industry admires more nevertheless, still be he is in what come true in this sales promotion “ brand rehabilitate “ . Dozen fold will tell to the brand cause certain harm easily, especially a few old brands often very careful, li Ning is being rolled out at that time “ new century “ , want to change, dress to world brand, with making multilateral border old brand, li Ning is do not hit easily fold, because once hit,be folded, consumer can feel certainly astonish, the likelihood causes adverse effect to the brand.
The reporter that Dan Xulei invited TV station, newspaper and broadcasting station goes the spot covers spectacular event, consumer, counterjumper and even competitor are being accepted when interviewing, praise greatly to this kind of grand occasion, news broadcasts in the TV station hind, not only did not damage brand image, make a trademark well-known instead degree covert receive transmission. “The Li Ning at that time already held the position of arms of the person at the head of a procession in firmly of industry of Chinese sporting goods, the position that uses the market to precede launchs sales promotion, digested inventory already, race to control market share, a bit did not affect brand image, this from at that time media interviews consumer, can see when the competitor even. “ Xu thunder say.
“Of mobile influence good, make media of several penates classics looks for me to make an appointment with draft at that time, think this action is a kind of better sale way in succession. “ Xu Lei expresses, carry this kind of kind, make him bosom friend tells the other, know oneself customer, know oneself product, also know oneself can use what means, sell customer the product, this also is the means that passes on consumer actually. This one activity at that time, got job inside, the accord inside travel reputably — beautiful Qianbuduo, the effect resides beautiful, and did not produce any side effect to the brand.
　　 Recipe of get the upper hand of “ extraordinary “ society “ lend strength “
　　“Where does successful sale plan case come from? Be absent brains, be absent schoolbook, be in however the market! “ Xu Lei expresses. “At that time, I have a habit, want to see the market every Saturday namely, view our sale, understand the requirement of consumer, understand the market appeal of the product, understand a competitor, they have the activity with new what, the product with new what do they have? “ Xu Lei is certain, a good concoctive case, sale proposal, must come from oneself, want to set out actually from oneself, according to the demand of consumer, come out according to circumstance formulate of the competitor, and have a lot of variable factors, should undertake be adjustmented in time, formulate of ground of be practical and realistic, adjust measures to local conditions gives plan.
Xu Lei says, “If be done now again,hit fold, in that way result is bad, because everybody is being hit now,fold, you again follow-up, become a kind very foolish imitate. “ “ any sale activities, my experience is experienced even if must innovate, must extraordinary, must go in front of others! “ at the same time, in Xu thunder eye the recipe of get the upper hand of learns even “ lend strength “ — borrow a boat to go to sea, borrow force to make force, lend chicken unripe egg, a first-class sale staff must accomplish this.
If only the force by oneself, no matter be strong brand or weak minor brand, do not know use social natural resources, media resource, any sale plan are not first-rate plan. “So, review in those days that plan proposal, no matter be the choice on time (there are a new year‘s day, christmas and) of a Spring Festival at that time, still be phasic place hasten (be worth financial crisis at that time, the time with compact purse, everybody wants to spend Qianduomai less thing) , it is proper. “ Xu Lei expresses, “With brand appeal force of Li Ning, those inventory are digested slowly also is to be able to digest those who go out, but time is money! But time is money!!
　　 Dialog
　　Reporter: Nowadays, new round financial crisis has come, face new crisis, and your located now new position, your practice and can you have before why to differ? Xu Lei: Abandon be in a that of Li Ning above all. Actually, if I trade a small company, be in a that of Li Ning before through simple die copy, also can obtain certain result, but nowadays is to want to do a fashionable exercise of the first brand special pace, will tell to me is a new task.
Reporter: How can you take move spy pace to answer this crisis? Xu Lei: The cherished tradition previously, applicable still nowadays. The first it is to should innovate, innovate namely extraordinary, want oneself way namely. The 2nd, want be practical and realistic, competitor of consumer of him understanding, understanding, understanding, fortunately, the experience that I accumulate in Li Ning company lets me know, li Ning, how to step, be able to bear or endure how is the gram done, the court that so I give and they are completely different, I still know their good qualities and weakness. The 3rd, institutional adjust measures to local conditions, according to having resource, ground social heat makes plan. For instance, immediately one lays the battalion close a case of obtain employment poineering plan about the university, consume 0 groups according to the student namely, according to current society heat — problem of undergraduate obtain employment rolls out.