The "Liangjia Fruit Shop" in "Qing Ping Le" is inextricably linked to Song Renzong, and the "candied plums" produced in this small store on Maxing Street in Bieliang City are famous far and wide, and Song Renzong's birth mother Li Shunrong learned to make medicinal candied fruit there. The little candied plum is full of memories of Renzong's childhood and the thoughts of his mother, Princess Li Chenfei. However, in just three or five years, the Liangjia Fruit Shop was caused by Emperor Renzong's love of the fruit shop, which led to a soaring market price of medicinal materials. The Liang family was unable to buy medicinal herbs, and the family was destroyed. The only child, Liang Yuanheng, was sold into the palace after being purified, and began an intolerable relationship with Princess Huirou. Angry Qing Han Qi attributed the reason for the collapse of the enterprise to the official family in the courtroom, and Renzong felt guilty for a while. So what is the main reason for the closure of LiangJiaguo Shop? Let's take a look
<h1>First, the brand effect brought by top traffic has not been converted into productivity in time</h1>
According to the "Past Events of Wulin", the fifth sister-in-law of Song, who lived in the Southern Song Dynasty, was originally a bartender in the capital city, and her cooking skills were exquisite, and the fish soup she cooked was a local must. After the Song Dynasty crossed south, he has been living near the Su Causeway next to the West Lake of Lin'an City. In the sixth year of Chunxi, Emperor Zhao took a dragon boat to swim in the West Lake. Song Wujie used the familiar Beijing dialect to shout and sell, arousing Zhao Shuo's homesickness, so he ordered his entourage to make fish soup for Song Wujie.
After Zhao Chou tasted the delicious fish soup, Long Yan was overjoyed and immediately gave Song Wu's sister-in-law some money and silk cloth and other things. After that, Song Wujie set up a shop outside the Qiande Gate and was well-known in Lin'an City. Many people and posterity of the time chanted, and Zhu Jingjia wrote poems for it:
"Willow white-headed fishing (sister-in-law), I don't know what year I grew up. Former Emperor Yuxing, selling fish to collect money. "
Since then, this kind of fish beauty drawn from local materials and using northern cooking techniques has been passed down with its southern and northern cooking characteristics, and it is still a famous traditional dish in Hangzhou today. The same is to sell their own products to the emperor, why did the fifth sister-in-law of Song succeed and the Liang family go bankrupt?
In "Qing Ping Le", the emperor, the empress, the empress dowager, the top traffic of the three great Song Dynasties, personally endorsed The Liang family fruit shop, and now that is the rhythm of Trump with Melania and Ivanka personally bringing goods for the Liang family, who does not want to buy and buy, take out the card to brush and brush?
With the blessing of the official family and Li Chenfei," the "Liangjia Fruit Shop" is famous outside, there is no need to start from the most basic Internet thinking foundations of "storytelling", "selling feelings", "looking for scalpers", "soft text sales", and "social communication". In "In the Name of the People", why did Gao Xiaoqin hang a enlarged photo of Secretary Gao Yuliang shaking hands with himself in shanshui Manor? Isn't it just a celebrity effect?
The preserved fruit that the official family personally ate was not more than the "Qingfeng bun", right? Why not tap into the potential of your brand? What the? You say that the Court of the Great Song Dynasty does not allow speculation on the news of official families? Well, it's always okay to publicize Concubine Li Chen, right?
Princess Li Chen's reputation was not obvious during her lifetime, and after she was demoted from the imperial palace, she had been guarding the imperial tomb for the former emperor, and a lot of time was spent copying scriptures for the official family. You Liang Jiaguo shop asked someone to ask for a word, and it was always okay for Concubine Li Chenfei to mention a plaque, right?
It should be known that Concubine Li Chenfei was later posthumously awarded the title of "Empress Zhang Yi". Even if it is from the gimmick of "Li Shunrong brought into the imperial palace Liang family preserves, become a royal confectionery" to carry out hot marketing can not form a sensational effect? Such hot spots are not rubbed in front of you, you will only honestly make your own fruit, how can the enterprise not go out of business?
After Liang Jia Guo Shop has been to the official family, there should be a period of product dividends. They can fully use their own advantages of the brand, reduce production costs, shorten production distances, seize the market, entrust the "Wangjia Fruit Shop" and "Lijia Fruit Shop" next door for production and processing. And to provide these peers with certain technical guidance to fill the shortcomings of their own products demand exceeding supply. When the streets are full of brands of "authentic Liangjia Fruit Shop" and "LiangJia Fruit Shop Secrets", Liang Jia can win just by engaging in technical guidance.
<h1>Second, the Liang family does not pay attention to the protection of intellectual property rights</h1>
LiangJia Fruit Shop has always lacked the intellectual property protection of the brand, and Princess Li Chenfei was just a girl from an ordinary family before entering the palace, and she wanted to learn a craft. After the queen sent people to learn, it triggered a celebrity effect. When so many people came to learn this professional technology, the Liang family neither hoarded the medicinal materials used in the "Medicine Jin Candied Fruit", nor kept the core technology secret. It is also a business that has been operating for many years, and the second grandmother of the Bai family in "The Gate of the Big House" is strictly guarded against her own secret recipe and strictly controlled.
She personally took the key and squatted at the door of the fine material storehouse, until her husband had prepared all the core herbs and released the people. For this reason, Bai Jingqi and his father almost did not hold back and peed his pants. On the other hand, the Liang family fruit shop, in the capital of the Song Dynasty, which was full of traitors and merchants, honestly announced the secret recipes to the public. Everyone who came to learn the secret recipe and the disk was given out, and as a result, the medicinal material merchants earned a lot of money, and they ended up in the dilemma of the whole family drinking the northwest wind. I have to say that the Liang family has a major problem in business thinking.
The Liang family can only provide exclusive secret ingredients for the finished product, just like The Coca-Cola Company only provides the mother liquor, and master Kong Group does not provide noodles to other suppliers, only provides sauce packages. As long as you brush the "Liangjia Candied Fruit Secret Recipe", ordinary fruits can be made the same as "Liangjia Fruit Shop". From this point of view, the collapse of the Liang family has nothing to do with the official family, right?
<h1>Third, Liangjia Fruit Shop has not completed industrial upgrading</h1>
The official Zhao Zhen once said that as soon as he ate the fruit of the Liang family's small shop, he remembered when he was a child, so the empress took the concubines to learn the secrets of making. In the face of a large number of students who suddenly want to learn "Liangjia Candied Fruit", there is no change in the way of thinking from "selling products" to "selling technology", changing "Liangjia Fruit Shop" to "Liangjia Candied Fruit Technology" learning training class, and moving towards the high-end market.
Do you know which one of the so many people who come to learn technology is not a famous lady or a noble lady in the deep palace? This gang of people is not the lord who takes the gold card of her husband, father, and father? "Candied Fruit Training Course" can provide value-added services such as tea, seats, registration, and even one-on-one special training.
The training course is not allowed to bring their own materials, and it is necessary to use the special plums provided by the "Liang Family Training Class" at a high price. The training course can start from the selection of the fruit shop, the identification of materials, medicinal materials, soaking time, steaming, boiling, drying, drying and other small links, and each one takes several lessons to train.
A little more profitable, you can strictly control the number of students, divide the training class into summer and winter, use these things that sound vain to lengthen the class time, attract attention, and take out the things that are often done by training institutions and training enterprises that are now touching a large number of things, so as to promote the continuous appreciation of the brand value of "Liangjia Fruit Shop", even if the teaching quality of "LiangJia Fruit Shop Training Class" is poor, it will form a huge brand advantage. On the other hand, the Liang family fruit shop has no secrets about its own family handicrafts, and has taught them all, so that it cannot even get the money for medical treatment, and it is worth reflecting on the point where the family is destroyed and people die?
Bai Yu commented: The poor management of Liangjia Fruit Shop is because the self-employed business thinking of Xiaofu Ji'an is at work. They do not follow the basic laws of business, lack brand awareness, and do not pay attention to the rich dividends brought by brand effects. When the official family personally "brought goods", there was no understanding of this intangible asset, no "intangible asset" was converted into corporate dividends, the positioning of their own products was very vague, and the brand effect was not formed, resulting in their own natural elimination in the market law of survival of the fittest.
Han Qi, a guy with thick eyebrows and big eyes, opened his mouth in the courtroom, and charged the official family with leading the trend of snack fashion and stimulating private consumption, which is to maintain economic consumption activities. This is a typical bully who does not know how to do business, people are too honest, and their temper is too good. His generous statement seems to be a needle in the needle, but in fact it is a corrupt view that misleads the country and the people.
Therefore, Zhao Zhen, an official who did not know the way of doing business, really closed a "steel pot" for the poor management of the Liang family fruit shop. To change it to me, hum, come on, pull Han Qi down and punch him in the face for ten minutes.
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