Wang Liwei, male, born in 1973, college.

Entries Shaped cloud tribute tea brand, the formation of a high-level cloud tribute tea industry. Field profiles "Win in China" second season, the fourth field promotion articles. Jury: Shi Yuzhu, Ma, Hugo Shong. Field playback Shi Yuzhu: You have made health care products, right? Wang Liwei: no. Shi Yuzhu: There is a saying well known in marketing circles: Inner Mongolia, hundreds of thousands of sales force. Are you a member? They marketing Ting wild? Wang Liwei: I am not a bit wild gas? Shi Yuzhu: belongs to wild ways. I would say the tree tea brand is difficult, although a lot of Chinese tea, but they are made from many companies out of one particular stand out from the two enterprises have difficulties, tea is not the name Enterprise, so it is China's current status quo, the very fact that tea should be history and culture sediment Caixing. Personally, I feel, in the tea which made a corporate brand is very difficult. Famous Pu'er you do, what unique skills put your brand up a tree? Wang Liwei: At present, tea industry are extensive mode of operation. Although many companies are doing brand building, both in product quality, historical accumulation of cultural origin, work hard, and then put the content into the media, but they forget that in communicating directly with the consumers of this terminal level, No one has been done. Shi Yuzhu: Let consumers to mouth publicity, build brand, there is no 20 to 50 years can not do. Wang Liwei: I think that commercial success is not necessarily the brand's success, although commercial success will produce brand-name. Shi Yuzhu: Do you want to create a brand? Wang Liwei: think, we want to continue to build the brand cloud tribute. Shi Yuzhu: Pu'er tea has long been history, consumers buy a lot, you will produce much, why create a brand then? Wang Liwei: There are many fake tea. Shi Yuzhu: You have a lot to produce quality tea, making money on the line, and do not have to be used in Xian Baqian build brands. Wang Liwei: Initially, I would like to create a brand, so we buy our tea. Shi Yuzhu: What unique skill initially to build brand? Wang Liwei: No trick, marketing is not secret, and your gold there's a secret partner do? Shi Yuzhu: So you are prepared to pass the initial television advertising or poster? Wang Liwei: I am registered capital is 10 million. Ready to spend money on market research, start origin began, then Shenzhen, Guangzhou, Beijing, and then to three cities in China. Shi Yuzhu: Do you sell the most expensive pound of tea, how much? Wang Liwei: the most expensive is a cake 375 grams,一千八九百yuan. Shi Yuzhu: the number of chain stores to open? Wang Liwei: There is only one store, is working to push forward. Shi Yuzhu: core backbone to you to resign, What is your attitude? Wang Liwei: This is very easy to resolve. First of all I told him to sign a future, I do not leak or infringement of trade secrets and benefits of the contract, and the second would return to his stake in return for his third and fourth invite him to drink meal. Shi Yuzhu: You will retain him? Wang Liwei: Do not deliberately stay. He resigned before the hot and want a lot of things well, and are arranged finished. Shi Yuzhu: the right decisions in the enterprise, from the proportion of how much you have raised? Wang Liwei: 30% more than proposed by us. Shi Yuzhu: So do the opposite? Wang Liwei: is 30%. Shi Yuzhu Comments I talk about these insights. The first point is about the personal views of the employee's resignation, and I agree with your point of view: not to retain. The reason is that employees look for you to step down, he basically wanted to be good, be laid down, and this time is not the best way to retain. In my early days, I often encounter such a thing, at the outset, I have been to retain, but later results see, I have asked people who do not have the last one to stay. Of course, the staff find you resign, you should ponder two points, the first point, I have no problem? My business there any questions? Amendments to improve its problem immediately. Secondly, find out the reason he was going away, why did he go? I can do for him? But the focus is not to retain him. In addition, some employees want to resign, demanding high salaries, which also blocked the road. The second point to talk about the right understanding of your project. Your market risk is not large, I mentioned a few suggestions, the first proposal, I personally think you should give up brand strategy. Pu'er tea is history, you do not need too much effort from top to bottom in the brand name, conveyed to consumers you are a genuine high quality brand enough. Because doing so do the marketing costs and the cost of brand-name is not the same. You have only 10 million, using the money to shape the brand is not enough. The second suggestion, you want to build the country joined the chain, that is good. But I suggest that you must first carry out a pilot, first to build a store, test operation, the purpose is to discover you had a number of unexpected problems, such as legal, consumer issues, the initial ideas and the real practice there is always a very large difference, the difference is only themselves to understand digestion feel more mature, you can form a manual across the country. I have a word for your reference, called "test market (pilot) is about not the National Market (Promotion) shall not be slow." When the pilot did not have margin pressure, the board should not give you the profit pressure, to give ample time. The pilot must thoroughly understand! Manual mature in the national marketing to rapidly spread, or dissemination of successful experiences quickly, others will use immediately, so you have to quickly capture the market and not let someone else use your experience to replicate the wealth, so to send you this statement : quick test market can not, can not slow the national market.