"Boss, there is something wrong with the American branch." Lao Yan stood up and sat on the reception sofa.

"I already know." Yang Fei poured him a cup of tea and made a gesture of inviting him.

Lao Yan quickly got up, bent over, and then picked up the teacup.

"I'm about to discuss this with you." Yang Fei said slowly, "You can talk about it first, what do you think?"

Lao Yan thought, I just received a call and only then did I know that something was wrong in the United States. Why did the boss know better than me? Is there anything he can do with the United States?

As soon as he thought of this, Lao Yan couldn't help but feel a little more awe at Yang Fei.

Lao Yan said: "Americans look down on foreigners. This is a tradition. In the eyes of many people, all yellow-skinned people are Chinese, and their status is not as good as black people."

Yang Fei waved his hand: "We won't discuss these things, we will only talk about the sales of our company's products."

Lao Yan spread his hands and said helplessly: "The problem is that we can't avoid these! Not only will we encounter these problems when we go to the United States to develop, but other countries will also encounter problems when we come to our development. This is a universal global problem. There are differences in cultures and habits in each country and region!"

Yang Fei said: "I think there is a word that can solve this problem well."

Lao Yan couldn't help but lean forward slightly: "Please give me advice from the boss."

Yang Fei said: "Localization!"

Lao Yan repeated: "Localization?"

Yang Fei said: "Yes, it's localization. You're right just now. All international expansions will encounter various difficulties, especially this targeted discrimination. Therefore, we should try our best to downplay the concept of the country and nation in terms of product packaging and labeling."

Lao Yan nodded and said, "It makes sense. After entering the Chinese market, the products of Procter & Gamble and Unilever have been localized very well. If you don't know many products deliberately, you won't know that they are from American companies."

Yang Fei said: "The country and city, such a label is a double-edged sword. If used well, it can play the finishing touch. If used poorly, it will cause disgust. If a perfume comes from Paris, France, it can be widely publicized, because Paris has always been a fashion capital, a romantic capital, and a perfume capital. Putting such a label will win the love of consumers.

He also said: "What if it comes from Tokyo? Then be cautious when labeling, because many people in our country are very sensitive to Japanese goods. When you say it is Japanese goods and use island celebrities as spokespersons, they will subconsciously resist, not buy it themselves, and mobilize people around to not buy this product. Many Japanese goods are not bad, on the contrary, their quality is very good, but because it is Japanese goods, they cannot be sold in my country, and they can't even be delisted."

Lao Yan said: "This is probably the case with Americans."

Yang Fei said: "We cannot expect the market to make changes for us, and we should not have fantasies and confront the entire market. This idea is completely unrealistic. What we need to do is change ourselves."

Lao Yan smiled and said, "Indeed, it is always difficult to change others, and it is relatively easier to change yourself."

Yang Fei said: "That's the reason. So, let's change ourselves! From packaging, naming, product promotion, spokesperson, all localization! The country where our products are sold will be localized, and consumers should be able to downplay the regional concept of the goods and subconsciously believe that this is their country's product."

Lao Yan pondered: "Localization is easy to say, but difficult to do."

Yang Fei said: "Then let's do it step by step, first replace the spokesperson and replace it with all American stars, and other countries will also handle it accordingly. In terms of packaging, major changes should be made to a more popular packaging style that is more in line with the local people's favorite."

Lao Yan said: "Okay, just change it like this. It should work."

Yang Fei said: "We have factories in the United States, which is our advantage. Our raw materials, production and sales are all in the United States, not imported or exported to domestic sales. We must highlight these things and let Americans understand that our products are American goods!"

Lao Yan said: "If you want to change the trademark, should you also change it? The white brand uses the word 'white', which is concise, generous and prominent, and completely localized."

Yang Fei said: "I'm afraid there will be problems with the registration of the trademark. But it doesn't matter. If anyone owns the ownership of the trademark, we will invest in it. Remember to buy the trademark first and then take the next step. Otherwise, if others know that we must buy it, they will start the price."

Lao Yan said: "Okay, boss. Our products don't have that many problems, but we have received a lot of complaints in the United States. I think there may be a reputation among them."

Yang Fei said: "It's just a common trick in business war! Isn't it easy to find a hundred people to complain? No problem? Then it's better to make a mistake! This kind of business war method is not only popular in our country, but also abroad! Don't think that foreigners are gentlemen!"

Lao Yan said: "I also suspect that someone reported it maliciously, so we welcome the supervisory agency to come and check it. We can avoid these bad comments through formal means!"

Yang Fei said seriously: "It is inevitable. Rumors are more powerful than tigers, so we must pay attention. Sanzhu oral liquid is our teacher of the past. Who can imagine that Sanzhu, whose single product sales reached 8 billion yuan four years ago, will now become mud? It is because of the rumors that Sanzhu oral liquid has died of drinking people. "

Lao Yan sighed: "Three Zhu is really wronged!"

Yang Fei said: "We cannot follow in the footsteps, so public relations are very important. Once there are signs of bad public opinion, they must be wiped out and they cannot cause huge disasters."

Lao Yan said: "The reason why Sanzhu fell down is that the well-known lawsuit is one aspect, but more importantly, Sanzhu Tree has attracted a lot of trouble and is suspected of false propaganda. This is the foundation of its destruction. What I admire most about Sanzhu Company is their management system, which is military management. Someone once commented that if they are sent to the battlefield, they can all go to the battlefield."

Yang Fei said: "The execution ability of Sanzhu employees is the best in the company I have ever seen! But just having execution is not enough, and facts have proved this. For enterprises, there is no need for militarized management. After all, employees are just employees, and they are not soldiers. Moreover, although the combat effectiveness of the army is strong, there is also a saying that defeat is like a mountain. On the battlefield, as long as the main flag falls, no matter how many soldiers are, they are just a mess! Therefore, we do not need to learn from this model."

Lao Yan said: "The boss is very insightful."

They were having a happy discussion, and a dispute suddenly broke out outside the office.

The glass in the office is specially made, and you can't see the inside outside, but you can see the outside inside.

Yang Fei saw that there were several employees outside, quarreling around Yi Dai. There was also a female employee who reached out and pushed Yi Dai. Yi Dai fell backwards and hit the desk.
Chapter completed!