"Leverage brand effect!"
Chen Feng replied cleanly.
"Interesting, continue."
"The Wulin Village crayfish project is currently operating well, with good profits. In a conventional way, to be honest, it's difficult to reach the next level. To go up another step, we must create a brand effect. Just like Sha County Snacks, Qianjiang Crayfish, Lanzhou Lamian, West Lake Lotus Root Starch..."
Chen Feng spoke with a clear train of thought.
"Qianjiang Crayfish? I know that, the brand has already been established. Qianjiang's economy has also developed rapidly because of it. The problem is, Qianjiang Crayfish has already seized the market? If Wulin Village also develops a crayfish brand, will it not work?"
Qin Yan retorted.
"It won't! We can differentiate our brand operations."
Chen Feng said with full confidence.
In fact, ever since the crayfish project was launched in Wulin Village, he had thought about the inevitable frontal competition with Qianjiang Crayfish once it grew bigger. After careful consideration and forming an overall plan, he decided to develop the crayfish project in Wulin Village; it wasn't a blind decision.
"Brand differentiation? It's getting more and more interesting, continue."
Qin Yan said with a smile.
This young man, Chen Feng, was truly growing rapidly.
Just a short while ago, he was a green university graduate. Now, he was like an old hand in the political arena, with agile and sharp thinking.
It had to be said that Chen Feng was talented.
"Town Chief Qin, brand differentiation is too abstract and difficult to understand. Let me give you an example, the ice cream assassin, Zhong Xue Gao. For a long time, Kimi, Mengniu, and Yili were the kings of ice cream. Zhong Xue Gao also sold ordinarily at first. Later, the boss of Zhong Xue Gao adopted brand differentiation, stopped all low-end products, and specialized in mid-to-high-end ice cream, with exquisite packaging and delicate flavors, then distributed them in major supermarkets and convenience stores, and Zhong Xue Gao's brand was instantly established."
"Chen Feng, now that you mention it, I have an impression. This morning, I even ate a Zhong Xue Gao. Are you implying that Wulin Village's crayfish brand should also follow Zhong Xue Gao's mid-to-high-end route?"
Qin Yan asked tentatively.
"No, crayfish is inherently a mid-to-high-end consumer product. If we increase the price further, it will only die faster."
Chen Feng explained.
"Then tell me, what kind of brand would be best for Wulin Village crayfish?"
Qin Yan asked with a serious expression.
She had initially thought the crayfish project wouldn't involve so many intricacies.
Who knew it would be one step after another.
She really felt like her current economic knowledge was outdated and couldn't keep up with the times.
"A 'Tech Crayfish' brand! Simply put, it's to highlight the technological aspect of crayfish."
Chen Feng explained leisurely.
"Crayfish have a technological aspect?"
"Of course, they do! Firstly, Wulin Village crayfish are not like ordinary crayfish which are cultured in turbid water. Wulin Village crayfish are cultured in clean water, they are eco-tech shrimp, very healthy. Then, crayfish farming scientifically integrates with the cultivation of aquatic plants, aquatic insects... all these reflect the technological aspect of Wulin Village crayfish. When we advertise, we should highlight these technological elements, let consumers remember the technological story behind Wulin Village crayfish. Especially, the crayfish shells can be used to make new asphalt materials; we can promote this aspect, which can also greatly boost consumer enthusiasm."
"Chen Feng, you're going a bit off track here. After all is said and done, crayfish are just food. Promoting so much technology, can it really drive sales for Wulin Village crayfish?"
Qin Yan was skeptical.
Chen Feng's sales concept was too avant-garde, making it difficult for her to grasp.
"Town Chief Qin, my advertising and sales concept is indeed a bit ahead of its time, and most people find it hard to understand. However, it's okay, I'll give you an example, and you'll understand."
"Are there people in the market with the same idea as you?"
Qin Yan was taken aback.
"Yes, and you should be very familiar with this brand."
"Which brand?"
Qin Yan became even more interested.
"The dark horse in the milk tea industry, Cha Yan Yue Se. You should know that in today's society, the milk tea market is saturated, and it's hard for new brands to emerge. However, Cha Yan Yue Se has managed to rise to prominence. What is it relying on? It's relying on cultural marketing strategies. Simply put, every cup of Cha Yan Yue Se is imbued with a cultural story, satisfying young people's desire for uniqueness and to show off, naturally making it popular. Crayfish are an introduced species, and traditional Chinese cultural marketing will definitely not work. Using modern technological marketing will be very effective."
Qin Yan listened intently to every word Chen Feng said, her heart harboring a slight doubt.
Chen Feng, this young man, had talent in politics and talent in business. She didn't know whether to advise him to pursue politics or business.
"Chen Feng, after listening to you for so long, I understand. What I mean is, since you believe this brand marketing strategy is effective, then bravely go for it. Don't overthink failure. Young people should have the drive to venture out and not think about failure before even starting. If it truly fails, I'll be with you!"
Qin Yan encouraged Chen Feng.
"Town Chief Qin, everything is ready now, we just need the east wind. Do you have any acquaintances in the banks in Yongming County? Any brand marketing, no matter what kind, requires money to be spent."
Chen Feng said with a serious expression.
"Approximately how much?"
"Based on preliminary calculations, around twenty million."
Chen Feng replied directly.
"What? Twenty million? Chen Feng, are you joking with me? The total investment for the Wulin Village crayfish project is only a little over ten million, and you're telling me the advertising costs will be twenty million?"
Qin Yan was greatly shocked.
"It's normal in today's market for advertising costs to be higher than the investment. This is also where the risk lies. If it's successful, the profits will definitely multiply several times over. Of course, if it fails, even a deity can't save it."
Chen Feng explained calmly.
"Now that you put it that way, taking the crayfish project to the next level is a big issue. Hmm, I need to think carefully, whether to maintain the status quo, or take a gamble..."
Qin Yan's expression turned solemn.
"From a business perspective, it's worth a try. In business, profit always comes with risk."
Chen Feng added.
"Chen Feng, I've thought about it. Forget it, it's better to maintain the status quo. The crayfish project is already quite outstanding in its current state. People should be content."
Qin Yan replied with a serious expression.
"Town Chief Qin, your thinking is correct. However, if you were the only town chief in Lianhua Town, the current state of the crayfish project would be more than enough. But now, I, along with Cheng Lu, will also be coming to Lianhua Town. With three of us coming to Lianhua Town together, the current state of the crayfish project is slightly insufficient. Therefore, from this perspective, it's best for the crayfish project to reach the next level. That way, Cheng Lu and I coming to Lianhua Town will be free from any gossip."
"You don't need to worry about gossip. As long as I am the town chief of Lianhua Town, gossip won't affect you and Cheng Lu."
"Town Chief Qin, even so, I don't really want it this way. Although you can shield me from a lot of trouble, how will I grow this way?"
Chen Feng retorted.
"Chen Feng, since you've said so, then I agree to take the crayfish project to the next level!"
Qin Yan said with relief.
Taking the crayfish project to the next level fully reflected a valuable quality in Chen Feng: proactive progressiveness!
"Then how will the twenty million in advertising fees be resolved?"
Chen Feng asked as a follow-up.