Becoming Rich with Daily Scavenging APP-Chapter 636: Super Symbol

Chen Yiyang previously didn’t know much about marketing companies in the restaurant industry.

So he did some research on this company called Flower and Flower.

This time, it was due to his limited knowledge.

From the introduction, this marketing company named Flower and Flower has quite a few success cases.

The most famous of these is the Snow King IP image of Mishu Ice City.

They were also the ones behind the then-viral song ’You love me, I love you, Mishu Ice City Sweet Honey’.

In addition to that, the ’Hi’ super symbol of He Di Lao, the ’Quickly Supplement Electrolyte’ of Xi Peng Drink, the ’Frequent Brain Use, Drink More Flow Walnut’ of Flow Walnut, and the ’Seasoned for 180 Days, Delicious Fresh’ of Kitchen Treasure Soy Sauce, etc., all these slogans and marketing strategies were designed by them.

From these cases, it seems that Flower and Flower have quite strong capabilities.

"Let’s get in touch with them then," said Chen Yiyang, "If they are sincere, ask their person-in-charge to come to Lin’an to meet me."

The person-in-charge from Flower and Flower was indeed quite sincere.

Just a few days after Chen Yiyang mentioned it, one of their bosses, Hua Shan, came over.

"Mr. Chen." The other party greeted Chen Yiyang enthusiastically.

"Please sit." As the client, Chen Yiyang didn’t have to be overly enthusiastic with the vendor.

He gestured for Hua Shan to sit on the sofa, then asked.

"My Sicily Restaurant is currently doing well in terms of profitability and development.

You need to give me a reason to choose your marketing company."

Chen Yiyang was very straightforward.

Because these marketing companies aren’t cheap.

They typically charge around ten million yuan a year.

For large companies, that price doesn’t seem much.

But large companies have many expenditures, a little here, a little there.

In the end, all these costs must be factored into the budget.

For a consumer-friendly restaurant, every penny added to the cost is significant. 𝒇𝒓𝒆𝒆𝙬𝒆𝒃𝓷𝒐𝓿𝙚𝙡.𝒄𝓸𝒎

"I believe the current business age is one of marketing."

Hua Shan said to Chen Yiyang, "Sometimes a concept can turn the tide.

For instance, we helped He Di Lao with brand repositioning and upgrading.

This allowed He Di Lao Hotpot to maintain its mid-to-high-end market position while other hotpot brands were slashing prices for promotions.

We also have a case with Mishu Ice City.

The current status Mishu Ice City holds in the milk tea industry is tied to the accessible image of the Snow King we created for them."

"These are all from a long time ago," Chen Yiyang interrupted.

"Can you talk about your recent success cases?"

"Then it must be Ai You, which has been popular across the country recently.

This is the super symbol we developed for Xibei Oat Noodle Village.

You should know that high-end chain restaurants in the country are now struggling.

But with our help, Xibei still makes a lot of money every year.

This is the power of a super symbol.

If Sicily Restaurant can also have its own super symbol, it may not be impossible to become the Mishu Ice City of the dining industry in the future."

"Moreover, Mr. Chen."

Hua Shan looked at Chen Yiyang and continued, "To be honest, although you own the famous Yiyang Flash Sale and Yiyang Automobile.

Neither of these companies has a clear label.

Our successes at Flower and Flower are built on crafting super symbols.

The reason you haven’t progressed further is also due to the lack of a super symbol.

I initially intended for all of your companies to purchase our services.

But considering trust issues, I’d rather start with marketing for your Sicily Restaurant.

If we succeed, I’m confident we will have more cooperation in the future."

Hua Shan’s remarks made Chen Yiyang somewhat uncomfortable.

He felt like he wasn’t speaking with the CEO of a marketing company but rather a ’modern motivational speaker’ promoting some success philosophy, using manipulative techniques.

So he interrupted the next part of Hua Shan’s speech, saying,

"Alright, I have a general understanding now.

Your marketing company’s current selling point is to create a super symbol for its clients.

Then use this symbol for marketing, making it widely recognized.

You believe this can turn a company into a super enterprise."

"Yes." Hua Shan nodded directly.

"I plan to discuss this with my team later, and I’ll try my best to give you a reply within two or three days."

Chen Yiyang had not yet figured out how to respond to Hua Shan, so he could only signal for him to leave first.

"Then I’ll be going, Mr. Chen." Hua Shan didn’t expect to secure a contract from Chen Yiyang in just one meeting, so he nodded and left for the time being.

After Hua Shan left, Chen Yiyang gathered his team to discuss this matter.

Chen Yiyang’s team members were all quite young, and after hearing about this, they had different opinions.

"The reason He Di Lao became popular is that they have been working on the catering supply chain since 2007, having invested billions in it over the years, even setting standards for bullfrog farming.

That is what allowed He Di Lao to dominate the high-end hotpot market.

Mishu Ice City has six exclusive raw material supply bases, a 12-hour cold chain coverage, and five self-owned production bases. They managed to eliminate most intermediary steps, reducing costs to levels their peers couldn’t achieve.

These are the keys to the success of these two enterprises, not some super symbol.

Super symbols and marketing can only bring temporary heat, but a company ultimately has to rely on genuine products to stand firm."

"But such marketing strategies can help companies succeed faster, right?"

Another team member had a slightly different opinion.

"But there’s no need for us to hire a team specifically for that type of marketing,"

a young man named Zhang Meng, who had just joined Chen Yiyang’s assistant team, said confidently, twirling his pen.

"I’ve seen the Flower and Flower’s marketing plans, and they aren’t much different from the Brain Platinum strategy from thirty years ago.

In summary, it’s about creating a short general concept: like sunbathing for one hundred eighty days.

Then, it’s about bombarding TV and the internet with ads, letting everyone know their message in a short period.

Finally, it’s about repeated hype, creating self-promotional hot searches several times a year, pretending to be trending whether or not they genuinely are."

"So should we follow this approach?" asked Chen Yiyang.

"I don’t think it’s useful," Zhang Meng said, "Previously, this worked because many users weren’t exposed to such bombardment and found everything novel.

Therefore, whoever advertised first could occupy a front position in the customer’s mind, making subsequent development easier.

But times have changed. Nowadays, users face an overwhelming amount of information every day.

Practically all businesses and platforms are frantically bombarding users with various information.

Users have become immune to this kind of information.

Moreover, with the development of product culture and the economic downturn, consumer behavior has become more rational.

Leading companies either have unique technologies to target the high-end market or achieve extreme cost-effectiveness.

No marketing activity can outweigh the actual prices and quality experienced by customers."