Rebirth of the Industrial Tycoon - Vol 2 Chapter 471

Chapter 471 Young, healthy!

After the TV commercial was broadcast, the Five Elements Needle became popular overnight!

Although the price of   488 is very high, it cannot resist people’s desire for health.

In 1995, domestic TV shopping was still in its infancy. At that time, TV shopping did not appear in the form of advertising, but one or two presenters, sitting in front of the camera, holding physical products to introduce, the form is similar to the present Live streaming with goods.

Compared with traditional TV commercials, TV shopping brings consumers more intuitive senses.

In general TV commercials, the shorter ones are only fifteen seconds, and the longer ones are thirty seconds. At most, it is a brief introduction to the features and functions of the product. If you add some plots, you won’t even have time for the features and functions. introduce.

And TV shopping starts from seven or eight minutes, and the host of TV shopping has enough time to introduce the products in hand, and even conduct on-site physical demonstrations.

This also allows consumers to have a clearer understanding of the product. If you exaggerate a little bit during the demonstration, highlighting the performance of the product, it is easy to sell the product.

Wu Xing Zhen used a complete set of advertisements to conduct TV shopping, which had not yet appeared at that time.

The media people of that era did TV shopping, copying foreign models, and they didn’t even think of using this form of advertising to promote products.

For the Chinese people, this is a new type of shopping model, as well as a new type of advertising model.

Ordinary TV shopping, the host will show the merchandise, and many viewers will call to order.

While the five-element needle is a doll-like advertisement, where the common people have seen it, the horse is fooled by the five-element needle.

Other TV shopping, at best, show the functions of the product in front of the TV.

And the Five Elements Needle not only has product functions, but also includes celebrity endorsements, appearance statements, authority certificates, etc., and the publicity effect can be more prominent than the simple display effect.

TV commercials in the 1990s were still relatively simple, there were not so many routines, and people at that time didn’t know how to use routines. Even the advertisements of health care products were at best just telling lies.

Consumers at that time also trusted TV advertisements, especially TV advertisements with various appearances and authoritative certificates. Even nowadays, it is difficult for people to distinguish between true and false. People in the 1990s were even more convinced. .

The five-element needle advertisement is full of various routines. These routines are old things for later generations. However, in the mid-1990s, they can fool consumers.

The five-element-needle TV shopping advertisement lasts for eight minutes. It starts with the cactus growing on the body at the very beginning, and guides the viewers to spend step by step.

In the end, he even shouted a slogan “Sending Wuxingzhen is sending health”, and instantly gave Wuxingzhen another function, that is, giving gifts.

The so-called treatment of a disease and gift giving when there is no disease are always a reason for you to buy a five-element needle.

The audience in front of the TV set of that era really hadn’t seen anything in the world. They couldn’t stand the flicker at all, so they picked up the phone to order somehow.

And Li Weidong also deliberately added a top 100 order in the advertisement, with a discount of 500 yuan. This has stimulated the desire of TV viewers to buy.

In fact, Li Weidong’s price for Wuxingzhen is 488 sets. The so-called discount of 500 yuan for the top 100 is just a stunt. No matter when the audience calls, it is the top 100.

For later generations, this kind of marketing method can play a certain role, and it is even easier to deal with the ordinary people in the 1990s.

Less than a week after the advertisement was broadcast, several warehouses were out of stock.

This is also thanks to the outbreak of health care products in the 1990s. At that time, health care products were basically popular.

Five-element needles are launched at this time, and hot sales are inevitable.

If it is changed to another period, it will not have such a good effect.

In the early 1980s, the common people had not become wealthy yet, and it was still the mainstream pursuit of many people to eat a full meal. It would be good to eat a wheat milk extract or a calcium milk biscuit, and they simply could not afford to consume health products. No matter how well a health care product advertisement is done, it will be worthless if the common people can’t afford it!

After 2000, more and more health care products scams were exposed. Many people have already taught IQ tax. If health care products want to fool others, it is not so easy.

At the same time, the country has also issued a series of regulatory regulations, and stricter supervision is also a great restriction for the entire health care product industry, making it impossible for the health care product industry to exaggerate unscrupulously.

Only in the 1990s, health care products occupied the right time, place and people.

In the 1990s, ordinary people just had some money and could afford health care products, which gave the entire health care products market a very good prospect.

The laws and regulations of the country are not perfect, and the supervision of the health care product industry is not in place.

Because of the backward medical technology and the lack of health knowledge of ordinary people, health care products can be bought by a large group of people with a little propaganda method.

For example, a certain health product, the selling point of the promotion is that it contains docosahexaenoic acid, which is what we often call DHA.

In the publicity, this docosahexaenoic acid can make people smart. Ordinary people didn’t know the true effect of docosahexaenoic acid, and only felt that it was a very big thing, so they listened to the product’s sexual propaganda.

So the slogan “Make 100 million Chinese people smarter” made the product hot.

Another health care product claims that it contains ginseng, Ganoderma lucidum, velvet antler and other precious medicinal materials. After eating it, it can cure almost all diseases.

The common people heard that there are so many precious Chinese medicinal materials in this health care product. They are all big tonics that are hard to come into contact with. Even if they can’t cure all diseases, they can still sign for health care, so they spend money to buy them.

But these people who buy health care products only know that ginseng and ganoderma are expensive medicinal materials, but they don’t know what these medicines do.

All health products are selling ideas and promoting various nutrients. However, whether these nutrients are actually available is unknown.

Even if these nutrients are really there, it will not achieve the effect of product promotion.

To sum up, the reason why health care products were able to create huge profits at that time was the use of information asymmetry.

With the improvement of people’s health knowledge, more and more information is obtained, and the health care product market is no longer as hot as before.

The merchant advertised that how many trace elements I contained in it was extracted from ginseng. A knowledgeable consumer sees that this kind of trace element is also present in radishes. Naturally, this product cannot be sold.

In the future, many health care products will only be sold at the elderly, not because the elderly are stupid, nor because the elderly are afraid of death, but because the elderly lack health knowledge and are the largest group with asymmetric information and are most likely to be fooled.

So if you want to sell health products for huge profits, information asymmetry is the key.

……

Lu Guangming held a financial statement and said happily; “Mr. Li, the previous advertising expenses were really not in vain. Last month, our sales of Wuxingzhen reached 20 million!”

Li Weidong smiled slightly and said, “Don’t forget that we spend more than 800 hours in advertising nationwide every day.”

Five-element needles are all put on local TV stations. Most local TV stations have multiple channels. Each channel broadcasts advertisements four or five times, which can make up 800 hours.

A lot of eight hundred hours, it sounds like a huge advertising fee.

But in fact, it is flat to various places, so there are not so many.

Advertising fees for local TV stations are not expensive, and it is difficult for local TV stations to receive advertisements. At that time, the advertising revenue of many local TV stations mainly depended on posting missing persons.

The price of a set of five-element needles is as high as 488 yuan, which can be described as a profitable product. Just sell a few sets a day and it is enough to pay for advertising.

Li Weidong continued: “Advertising can’t stop, it has to continue. Wuxingzhen health products are all expected to be advertised. The more comprehensive the advertising coverage, the higher the sales of the product.

In addition, we can’t just rely on TV shopping, we can expand some channels appropriately. For example, pharmacies and shopping malls specializing in gifts can become channels for selling Wuxingzhen.

In the past, our five-element needle was still a new product, even if it was taken in a pharmacy or a shopping mall, no one knew it. But now, through advertising, we have made Wuxingzhen a household name product and can directly enter the retail channel.

In addition, I also plan to put more fire, and emphatically promote the concept that the five elements can be used as gifts. The Mid-Autumn Festival is coming soon, and it will enter the peak of gift-giving. There will be a Spring Festival in the future, and many people will give gifts.

So I want to shoot another commercial. It doesn’t need to be too long, 15 seconds is enough, but the channels are mainly large TV media, such as CCTV, and several provincial TV stations with relatively high ratings.

The time of delivery should also be selected at the most golden time. For example, before the broadcast of “News Network” and before the broadcast of “Weather Forecast”, there are dozens of consecutive TV commercials at 8 o’clock in the evening.

This advertising theme does not introduce the function of the five-element needle, but emphasizes the positioning of the five-element needle as a gift. To leave an impression on the common people, our Chinese five-element needle is the first choice for gifts!

In order to cooperate with this kind of propaganda, we have also come up with a five-element needle in a gift box, which is specially used for gifts. The packaging should be more exquisite, and the five-element needles inside can also be inlaid with a circle of gold rim, which is more classy. ”

Li Weidong’s remarks were a little jumpy. Lu Guangming reacted for a while before he understood.

The next second, Lu Guangming couldn’t help but stretched out his thumb.

“Li Dong, you are a clever trick! The packaging is more exquisite, and the price can also be sold more expensive. At that time, a set of five-element needles will cost 1,000 yuan!” Lu Guangming said.

“One thousand yuan is not enough.” Li Weidong shook his head, and then said: “We can be divided into different grades, such as exclusive, deluxe, and flagship versions. The higher the grade, the more expensive the price! In the end we can also get the ultimate Limited edition, one set sells for eight thousand eight hundred and eighty-eight!”

Lu Guangming nodded suddenly, and said something darker than his heart. Ten of us, Lu Guangming, can’t compare to you, Li Weidong!

……

China has been a humane society for thousands of years, focusing on the exchange of courtesy.

Therefore, China has always had a tradition of giving gifts. If you look back, there is a record of giving birthday gifts in the “Book of Songs”, and in the “Book of the Later Han”, it is recorded that subordinates give gifts to their superiors.

Gifts in traditional culture are not the same as bribery.

Gift-giving is a common social phenomenon, in order to express a certain wish or message, such as blessing, showing love, expressing friendship, or simply wanting to help each other. This can be seen as a social method.

And bribery is to seek illegitimate benefits.

The situation was particularly serious in the 1980s and 1990s. As the country has just reformed and opened up, and various laws and regulations are not perfect, the function of “relationship” has been strengthened, the function of “legal system” has been weakened, and the emotions between acquaintances can replace contracts. And competition.

So at that time, if you want to do something, the first thing that comes to mind is not to follow the procedures according to the rules, but to find an acquaintance to walk through the back door.

If you are not an acquaintance, give some gifts to the past, and you will naturally lose once you have two.

If    is an acquaintance, gift giving can also be a key factor in maintaining the relationship between acquaintances.

Because of the need to give gifts, “gifts” began to flourish.

Many commodities, its biggest function is not to be used, but as gifts to others.

For example, some famous wines are bought by people who really spend money not to drink them, but to give them away; while people who really drink famous wines don’t need to spend money to buy them, naturally someone will bring them to the door.

In the 1980s, material life was relatively scarce, and various non-staple foods were the main types of gifts. From malted milk extract, canned fruits, snacks and candies, to ham sausage, instant noodles, and Coca-Cola, it can be seen that people of that era valued food and drink most.

In the 1990s, there was a lot of material enrichment, and there were more types of gifts. Many people began to pay attention to their health, and the popular health care products at that time became gifts.

This is also a change in the positioning of health care products. In the early 1990s, all health products were taken by themselves.

By the end of the nineties, health care products have become gifts for others.

Li Weidong is very aware of the process of turning health products into gifts. During this period in his previous life, Li Weidong had just started his own business.

So Li Weidong planned long ago to emphasize the gratitude of the five-element acupuncture, hoping that the five-element acupuncture would be a kind of gift from ordinary health care equipment.

The profit of gifts is very considerable, not to mention, just a package can increase the price dozens of times.

Dozens of rice dumplings for the Dragon Boat Festival and bulk mooncakes for the Mid-Autumn Festival for dozens of dollars can be sold for thousands of dollars in a gift box.

Originally profitable health products, after being given the attributes of gifts, the price can skyrocket!

……

At 6:59 in the afternoon, the news at 7:00 is about to begin in one minute.

At this moment, two puppet characters appeared on the TV screen, an old man and an old lady, and they were holding a big five-element needle in their hands.

At the same time, a magical song sounded from the TV:

“No gifts for this year’s holidays!

Only five-element needles are accepted for receiving gifts!

Five…line…needles! ”

followed by a narration:

“Gifts are to give health, Chinese Five Elements Needle, youthful, healthy products!”

updated today, thank you parents for subscribing, I saw it when I posted, the leave note I wrote yesterday is still in the draft box, I forgot to post it, sorry everyone. I don’t know why, I have been a little confused recently. It is estimated that it is caused by kidney deficiency.

(End of this chapter)