In the 1970s, Sony Electric was very popular in Japan, but received a cold reception in the US market. Sony’s only product in the US market, Sony’s color TV, is actually regarded as a “gross brand” and no one cares about it. The persons in charge of sales promotion activities sent by Sony to the United States all returned without success.
Sony vowed not to give up the American market, so the company appointed Hajime Ugi as Sony’s foreign affairs minister, hoping that he could turn the tide. When Ugi Zhao came to Chicago, the Sony color TV was “sleeping” in the local consignment store, and there was dust and no one patronized.
After some investigation, Ugi Hajime understood the crux. In order to open up the market, the former head of the company’s foreign affairs department had repeatedly advertised in Chicago newspapers to sell Sony color TVs at cut prices. Even with repeated price cuts, the sales are still sluggish, and the repeated price cuts have created a bad impression of inferior products in the hearts of local consumers, and even have a negative impact on Sony’s image.
After a period of careful investigation and research, Ugi Hajime decided to abandon the original sales model of “casting the net everywhere” and instead adopt the sales strategy of “catching the thieves first and the king”: first concentrate all our forces and conquer the strongest fortress. The main target selected by Hajime Ugi is Mahilier, the largest electrical appliance seller in Chicago. In order to maintain its reputation, the company has extremely high requirements for the quality of the products it sells. If Mahlier can be persuaded to sell Sony color TVs, all the problems will be solved.
Uaki Hajime went to see the general manager of Mahilier Company, but his business card had just been handed in and was soon returned. The secretary told him that the general manager was not there. This was the case on the second day, and the same on the third day. After three consecutive days of visits and bumping into a wall, on the fourth day, Ugi Hajime finally met the general manager of Mahlier. As soon as Ugi Hajime explained his intentions, the general manager said in a frantic voice: “We don’t sell Sony products. Your products are auctioned at a reduced price. They are like a deflated ball. No one wants it.”
As soon as he returned to the company, Hajime Ugi immediately took back the Sony color TVs from all consignment stores, and at the same time began to cancel the price-cutting sales strategy, re-publish large-scale advertisements in local newspapers, and reshape the image of the Sony brand. After doing all this, Umu Hajime knocked on the door of Mahlier’s general manager again. The general manager also refused to sell Sony TVs on the grounds that “Sony’s after-sales service is too poor.” Hajime Ugi didn’t say anything. After returning, he immediately set up a Sony color TV special maintenance department to take full charge of the after-sales service of the product, and advertised in the newspapers and published the address and phone number of the special maintenance department to ensure that customers are on call.
Later, after several rounds of contests, the general manager of Mahilier was finally moved by Hajime Ugi and agreed to test-market two Sony color TVs. However, the general manager made a condition that if it cannot be sold within a week, it will move out immediately.
Uki Hajime agreed. After returning, he immediately selected two sales managers and gave them a death order: if these twoTaiwan’s color TV cannot be sold within a week, so you immediately resign. On the afternoon when the Sony TV was put on the shelves, two “death fighters” reported good news. Then, Mahilier Company added two more, which were also sold on the same day. In this way, Sony’s color TV finally “lai” into the Mahilier company. Ugi Hajime’s strategy of reshaping the brand image has played a positive role. During the peak sales season of home appliances in the US market, Sony sold more than 700 color TV sets within a month.
The sales miracle of Sony color TVs made the general manager look at Hajime Ugi with admiration. He personally paid a visit and immediately decided that Sony color TVs would be the company’s main product for the next year. The two parties jointly published huge advertisements in major newspapers in Chicago to increase the popularity of the products. Hundreds of stores in Chicago are also competing to sell Sony color TVs. In less than three years, Sony color TVs accounted for 30% of Chicago’s electrical appliances market. Since then, Sony color TVs have quickly opened up in other cities in the United States.
When Ugi Hajime arrived in Chicago, he was faced with an almost desperate fact, but he knew in his heart that only by completely changing the bad impression of Sony’s color TV in American hearts can the situation be reversed. I have dealt with Mahlier several times and repeatedly, and I murmured, and the other party was still arrogant.In the eyes of others, this road seemed to be unworkable, but Ugi Hajime still insisted on public relations, not twice at once, not twice twice, twice, and vowed not to stop until he reached his goal. , Because he believes that success lies in the corner.