Business story writing

The special plane brought wine to the president.

France produces many famous wines and enjoys a high reputation in the world. Because of the different tastes and economic conditions of "drinkers" in different countries and the local protectionism adopted by various countries, it is not easy for even famous French wines to enter other countries.

In 1950s, the French Brandy Company decided to introduce the famous wine "Brandy" into the American market.

After careful design, they chose the right time, and made the American people well-known through various propaganda means on the 67th birthday of American President Eisenhower: the French people will give two barrels of extremely expensive brandy as a gift to show their friendship with the American president.

When the birthday present for Eisenhower was transported from France to Washington by special plane, the citizens rushed to watch it. Radio and newspapers reported the news in the form of articles, which became a hot topic for the American people after dinner. This brand-name brandy, which has been treasured for 69 years, is really mellow and pure, but only a few people can taste this precious gift. Things are rare, the less the better. People all want to taste this famous brand wine. As a result, the brandy company seized the opportunity to continuously transport a large number of French brandy to all parts of the United States for sale, appearing at banquets, restaurants and family tables.

This famous wine finally gained a foothold in the United States and opened up the situation.

This French business strategy is the so-called "winning the trust with the crown" method in China. Is to use the supreme authority of the emperor's crown to improve his reputation and worth.

Create a "robbery" storm

A truck was speeding along the highway.

There is a flood here, food is tight, bread is out of stock, and it is out of stock everywhere.

On the way, the bus was found by hungry people, surrounded by groups of people, and people rushed to buy bread on it. The pawnbroker was very embarrassed and said that he would never sell expired bread to these people.

At this time, a reporter just came to inquire about what had happened.

Hearing this, they found it very interesting. On the one hand, they are in urgent need of buying bread. One party is the pawnbroker of the goods. Because of company regulations, they don't sell expired bread in the car.

"I'm not for sale," said the pawnbroker. "Our boss's rules are too strict. She stipulates that expired bread is not allowed to be sold at any time and under any circumstances. If anyone deliberately sells expired bread to customers, they will be fired. If I sell them expired bread, my job will be ruined! "

Although his words can arouse people's sympathy, how can he stop hungry people from spitting?

The reporter said, "Sir, this is an extraordinary period. Just sell this bread and don't let these hungry people down! " "

Helpless, the loan officer had a brainwave and approached the reporter with a mysterious expression and said, "sell, I mean I dare not do anything." If they get on the bus to get it, I have no responsibility. "

"Isn't that a robbery?" The reporter said.

"They took the bread by force and left a few money that should be paid by conscience. Isn't it robbery, but forced purchase? "

Everyone suddenly realized. In a short time, a truckload of bread was forcibly bought.

A few days later, the news was disclosed in detail in the newspaper, and the reputation of this bread company suddenly rose.

Clever Perkins

19 12 the us presidential election is over, and theodore roosevelt (190 1 ~ 1909, the us president) will compete for the last time. He plans to distribute exquisite pamphlets to voters at every stop to win votes. This booklet is printed with a photo of the president, with a firm look on the cover and an inspiring "statement of faith" inside. When about 3 million brochures were printed, a staff member suddenly found that there was such a small line under the photos of each brochure: "Moffett Studio in Chicago". So the problem comes out, because Moffett owns the copyright. If you use the photos in the brochure without authorization, you need to pay Moffett the copyright fee of 1 USD per volume.

There was no time to reprint the brochure. Do you want to use it? This is a problem. If we continue to use printed pamphlets, it may lead to an election scandal, and the election Committee is likely to pay an unbearable fee. If we give up, it will affect Roosevelt's campaign prospects. The staff soon realized that they had to negotiate with Moffett immediately. To make matters worse, the investigation of private detectives in Chicago provided bad news: as a photographer, Moffett was recognized as having great potential in this emerging field in the early stage of his career, but now he is not famous. At present, Moffett is facing financial difficulties and is bent on making more money before retirement.

The frustrated staff approached George Perkins, general manager of Roosevelt's campaign committee, and asked how to solve this problem. Perkins thought for a moment, immediately called his stenographer and sent the following telegram to Moffett Studio: "We plan to distribute millions of pamphlets with photos of President Roosevelt on the cover, which will bring great publicity to the studios that provide photos. If we use your photos, how much are you willing to pay for our publicity? Please call me back at once. "

Soon, Moffett Studio replied: "We have never done this kind of transaction before, but we are willing to pay $250 in the current situation." Of course, Perkins accepted the price without asking for more money.

"reverse" fare

In the Stone Park in Atlanta, USA, there is a price list posted at the ticket office:

The lift ticket is $65,438+06 per person (only for one lift), and the pass is $7.50 per person. You can play all the tricks in the park.

What? Did the park mistake the price of the lift ticket and the pass?

No, everything is right.

As it turns out, it only takes a short time to take the cable car in the park, and tourists will leave soon. The park can only earn 16 dollars from each tourist. But if you buy a pass, it will take a long time to play all the entertainment facilities in the park. In such a long time, you need to eat, drink and shop in the park. When the customer leaves, it will cost more than $25, not $70 or $80, or more.

In the pursuit of winning more with more and maximizing profits, sometimes, the pioneering work of winning more with less not only makes people shine at the moment, but also makes people memorable.

1+ 1= 1 1

The most exciting idea is always breaking all the rules first.

At the end of 2005, Lusheng Company, which produces beef jerky in Lin Dong, and Tianchang Technology, which produces online games in Guo Yu, formed an "R&V (reality+virtual) non-competitive strategic alliance". It sounds incredible that both companies have created huge wealth only through the marriage between enterprises without increasing investment.

So how did the two companies form an alliance? Lusheng Company printed the image of Princess Taiping, the ambassador of Tianchang Game, on the packaging bag of Lusheng QQ Energy Jujube (beef jerky) to advertise the appearance of Tianchang Online Game "Datang Fengyun". At the same time, in the game design of "Datang Fengyun", Tianchang opened a shop for "Lusheng QQ Energy Jujube" and set up specific "edible" functions. If players click "buy food" on the Internet, they can quickly "recover their strength". Interestingly, because of the player's click, the real "Lusheng QQ Energy Number" in reality can also be delivered to the players through the logistics distribution system. In this way, the products of the two companies are essentially embedded with each other.

This is a brand-new business idea, and its magical effect is:1+1=11. The former "jumps out of tradition to develop tradition", while the latter becomes a virtual promotion platform for real products. This move quickly enhanced the brand effect of Lusheng. In the first month of product launch in 2006, the annual turnover of13 in 2005 was completed. "The annual turnover will double to 700 million yuan." Someone commented: "It's a bit illusory and incredible to look at the Lusheng beef shop with Princess Taiping printed on the front and the Lusheng beef shop that has been fixed in the game of the Tang Dynasty on the computer screen." However, the charm and value of creativity is incredible.

At the same time, Tianchang Technology has gained great fame. Guo Yu not only attracted the attention of venture capitalists, but also attracted the interest of institutions such as Geely Automobile, blog China and Longmen Ancient Town. Many people are curious about how a car can enter a game set in the Tang Dynasty. Car dealers who want to ride online games have come up with an idea: turn car parts printed with car brand logo into weapons for online game characters.

Today, this creative business model has produced many successful cases such as "the world's first online food", "the world's first virtual scenic spot" and "the world's first virtual land for real land".

Mobile phones are sold in coffee shops.

On June 5438+ 10, 2004, the German coffee giant Qibao, which ranks fifth in the world and owns more than 1200 chain stores in Europe, announced that it would cooperate with British mobile phone operators to enter the mobile phone market.

Is it feasible to sell mobile phones in coffee shops?

"What is this coffee shop? The whole grocery store. " Walking into the coffee shop, people can't help sighing. Indeed, not only mobile phones, but also everything from coffee and watches to saucepans and underwear.

Is it the legendary "treasure-making mode" to sell these unrelated goods together?

Yes, this is the standard practice of the "treasure-making model", which is to let customers enjoy it, so as to maximize the contact range of the brand.

Qibao coffee shops are all over the streets of Germany. In these coffee shops, customers can not only enjoy delicious coffee, but also get basic technical support, buy mobile phones, prepaid cards and SIM cards, and go through the signing procedures.

This way of joint sales gives full play to the integration effect of products, so some customers originally planned to come to the store for a cup of coffee, but ended up buying a mobile phone; While others handle mobile phone business, it is difficult to resist the temptation of fragrant coffee and pay for it. In just 16 months, Qibao has attracted more than 500,000 prepaid users and a large number of contracted users, and now it has become one of the largest prepaid service providers in Germany.

At the same time, according to the consumption trend and people's expectation of modern science and technology, Qibao will launch limited 15 selected products every week with the theme of "new experience once a week". For consumers, if they take a fancy to a commodity and don't buy it, they will be taken off the shelf in a week and can't buy it anymore. This unique marketing method has turned the original ordinary product sales into a very unique personalized experience, which has aroused customers' deep desire to buy.

As we all know, brand cooperation is like blind date, not only to "close your eyes", but also to pay attention to "the right door." For example, Coca-Cola and McDonald's, one is a beverage tycoon and the other is a fast food tycoon. In terms of brand weight, they are all at the same level. In the same way, Qibao can't sell second-and third-rate products. It is precisely by taking advantage of this kind of psychology of consumers that they have skillfully hitched a ride.

In June 2006, several Saudi fans wandered around the streets of Munich, Germany, looking for a place to escape from the summer. They saw the coffee shop, so they hurried through the door. After drinking two cups of sweet coffee, fatigue and sleepiness were swept away, and everyone looked at the store seriously. Soon, their eyes fell on the exquisite mobile phones displayed in the window. These newly listed mobile phones make people love it, and they quickly take out their pockets-similar scenes are staged in cafes all over Germany every day.