噺 (8) 壹 Chinese net ωωω.χ8.òм 哽噺繓赽捌 (1) Novel 説蛧

Li Xian was not idle at all after finishing the advertisement.

There are many sales difficulties encountered by Guizhentang Xinnaokang Oral Liquid.

Although the current health care product market has been hot, but generally speaking, the market is still in a preliminary stage, so the sales of a product are not satisfactory, not only there are restrictions on publicity, but there must also be some other shortcomings.

I found it, and there is a sales channel.

But after Li Xian's thinking for the past two days, he felt that the pricing of oral liquid was also obviously problematic.

The pricing of a product is a simple thing to say is simple, and complex is complicated. The simplest and most common is to price the goods according to their cost. For example, the ex-factory price is one dollar, and it is directly sold for two yuan.

But if you complicate the pricing thing, you're going to have a lot of knowledge.

While the company's sales team was actively establishing sales channels, Li Xian convened the employees of Lincui Company to discuss the price of Xinnaokang oral liquid.

According to Li Xian's thoughts, the current price of Xinnaokang is 198 yuan, and it has to be reduced.

For this decision, the company was divided into two camps. There are two voices of agreement and opposition at the same time.

"Mr. Li, I feel that the current price of our Xinnaokang oral liquid is quite okay. We're certainly not the cheapest on the market, but we're not the most expensive either!"

"That is, our pharmaceutical company can still maintain normal expenses now, thanks to the current pricing. The ex-factory price is 28 yuan, and the sales are 198 yuan, if there is no profit, the health care products business will not be able to continue. ”

"I agree with the two assistant managers. But as a sales executive, I would like to remind Mr. Li that our oral liquid has been sold for more than a month. Our previous direct salesman also pushed out at the price of 198, and now if we want to reduce the price, the designation will chill the hearts of our first customers. ”

Li Xian is naturally clear about these questions.

However, his mind has been decided, the original price of 198, is to specifically target the elderly in the city, with the development of direct sales agent sales, to increase the enthusiasm of agents to develop secondary agents.

But now that we're planning to build a sales channel other than an agency, this pricing isn't going to work.

At present, there is still a pricing strategy in China, and commodity prices are often set according to the needs of the market, and there is no unified and scientific standard. For example, a pair of leather shoes may only cost 20 yuan in the shopping malls in Wenzhou, but in some shopping malls in the northeast, they sell for 40 or 50 yuan.

It's very arbitrary, it's completely the price at which the person selling the thing thinks it can be sold.

However, in some foreign marketing management fields, the pricing competition strategy has emerged and has been widely accepted and promoted by entrepreneurs and businessmen.

Although he has not studied it carefully, Li Xian, as a good young man in the 21 st century, has experienced the baptism of the information explosion and has an understanding of these things.

As far as the pricing strategy is concerned, there is a difference between a fully monopolistic market and a fully competitive market.

The current health care products are certainly not a monopoly market, and in the competitive market, they are divided into skimming pricing, penetration pricing and satisfaction pricing.

Skimming pricing refers to setting a higher price without affecting the sales of goods and returning funds with large profits, and then slowly reducing prices until the end of the product's life.

This pricing method is often suitable for goods such as clothing, which have a large season and a short product cycle.

Satisfactory pricing is actually the most commonly used gross valuation pricing method in the current market, which is the price that both customers and sellers can be satisfied with, which is also called gentleman pricing.

And Li Xian, if it is to quickly gain market share in the short term.

So he wanted to use a more exciting way, which is penetration pricing.

"Now our problem is not whether it will break anyone's heart, but that the sales will not be able to get up, and the things will not be sold. When our pharmaceutical factory closes down, it won't hurt the hearts of customers?"

Obviously, there is a hot-tempered one in Lin Cui's company. directly scolded the few people who had just spoken.

The words are not rough.

Li Xian supported it in his heart.

However, as the boss, he had to mediate in the face of differences, so he said: "You have also seen the previous situation, the profit of Xinnaokang oral liquid is large, but although the profit is large, the brand awareness cannot rise, and we have no advantage at all in the competition with other health care products, so we must now increase the market share of oral liquid in a short period of time." ”

Reiterating his decision, Li Xian crossed his hands together, looked at everyone present, and said with a smile: "As for the previous price, whether it will hurt the hearts of the first batch of customers, don't think about this." In addition, the price of the oral liquid that was sold for 198 before has been reduced, which is also a benefit for the first batch of customers. Right?"

Standing in the position of the middleman, Li Xian's statement was nodded by both parties.

Reasonable.

"Then Mr. Li, how much do you think is appropriate for the price of Xinnaokang oral liquid?"

"Thirty-eight. Li Xian's face was expressionless, and he said that he had been thinking about the price for several days.

Burst!

One of the supervisors who was drinking water squirted out.

That's a gap!

Even if you cut 198 things in half and sell them for 98?

"This can't work, Mr. Li? The factory cost of our Xinnaokang oral liquid is twenty-eight, plus ten yuan, which is no profit at all! Transportation, seller's profit, don't you consider these?"

Li Xian nodded.

This has to be considered.

"Then let's reduce costs. He made the decision, "Downgrade the current gift box packaging and turn it into cardboard packaging." ”

Well, in this way, the cost of a box of twenty oral liquids can be reduced to eighteen.

"Mr. Li, your pricing is very dangerous. Someone immediately raised an opinion, and interestingly, this person was just an active proponent of price reduction.

"This price, this profit, if the sales can't get up. Then our hearts and minds will be wasted. It's easier to lower prices than to raise prices, you need to know that. ”

"Non-existent. ”

Faced with doubts, Li Xian smiled.

"As long as the channel problem is solved, this price, Xinnaokang can be sold to fly. ”

Li Xian's confidence did not come out of nowhere.

At present, the price of health care products on the market is not low. Take Shen Yang Feilong's best-selling health care treasure as an example, ten sticks and a box will sell for 48 yuan. At present, although it has not yet entered the northern market, because of the blessing of Ma Renjun's fame, the Chinese soft-shelled turtle essence that is famous in the south of Guanli is priced at 280 per box. Even some Hainan soft-shelled turtle essence and soft-shelled turtle essence soft capsules can be sold for about 100 yuan a box.

The price of Xinnaokang 38 is quite low among health care products.

Li Xian couldn't sleep in the hotel last night and thought about Su Ya when he already understood that the current health care product market is like a mobile phone industry for about 10 years.

The market of the future is huge, but the competition is not small. There is Apple Samsung, and there is Huaqiangbei cottage below.

Standing on the cusp of 94 years, Li Xian wants to be Xiaomi in the health care products industry.

Thinking about this, Li Xian was a little excited.

Libbs?

No, no, at this juncture, Jobs was kicked out of the company by Apple, and he is still making cartoons at Pixar.

So, please call me Lee Subvert!

Just when he was worried about the name he might be named after his success, Xu Maohe on the side poured a basin of cold water on his head.

"Xianzi, what's the matter with the channel? Your advertising and prices have been adjusted, and the problem of our channel has not been solved. ”

Stopping his illusions about the future, Li Xian straightened his sitting posture.

"This price is for a comprehensive and rapid rollout of channels!"

Xu Maohe's face wrinkled, "What do you say?"

Li Xian beckoned to several sales managers in the conference room, "You let our salesman go down, you don't need to talk about any agents, just go to the big pharmacy." Push our hearts and minds to them. ”

"Mr. Li, we have already gone. But the pharmacy is not very interested in our heart and brain. ”

Li Xian looked at the calendar on his watch and nodded deeply.

"Then don't be in a hurry, wait three or five days, and then you will go. ”

"Why do you have to wait three or five days, Mr. Li?"

"At that time, it is estimated that Xinnaokang's reputation will rise. ”

………

Two days later.

Provincial Television Station.

Early in the morning, Lao Qin Tou in the communication room carried a large plastic bag full of letters and entered the program center.

"Oh, so many letters this week?"

Huo Jinggang, who had just taken office, put down the thermos cup in his hand, and asked with a smile when he saw envelopes of different colors and sizes.

"Good morning Director Huo," Lao Qin asked early, and smiled: "Who said it wasn't, I took two days off and went to work today." Good guy, the mailbox is full! Hurry up, Director Huo, you can divide the letter yourself. ”

Huo Jinggang nodded with a smile, and walked to the office area of the center with the heavy plastic bag.

As the new director, seeing so many letters from the masses, he felt that he needed to give full play to encourage his colleagues in the center in the past two days to use this link to deal with the opinions of the audience and establish a leadership image for himself.

"Comrades, stop what they are doing. Just now, there were letters from the masses at the other end of the communication room, and the number was very large. I don't know if it is our recent work that has aroused the enthusiasm of the audience and friends, or whether we have not done something in place and need to accept the supervision of the masses. Now, I'd like to draw a few of them in public and share them with you. ”

"Good!"

Immediately, someone cheered and gave applause.

Huo Jinggang smiled and took out an envelope signed "Audience Liu Peiping" from the plastic bag.

When I opened it and looked at the content, I was a little confused.

"Dear leaders and staff of the Provincial Television Program Center, as an elderly audience, it is rare to see lecture programs like "Healthy You, Me and Him" on TV programs for our middle-aged and elderly audiences. Thank you to everyone in the Provincial Television Program Center, but I have a suggestion, why is there only one episode of "Healthy You, Me and Him", which is such an excellent program, and it is repeated every night? I hope to see the next program come out as soon as possible. In addition, here I would like to ask, where is the Guizhentang Xinnaokang Oral Liquid mentioned in the first episode of the program available for sale? Sincerely, respects. ”

"Not ......"

Huo Jing just took the letter, and her brain couldn't turn a little.

"Let's save Taiwan, do you have the program "Healthy You, Me and Him"? Who is in charge?"

In the office area of the program center, everyone looked at each other - what kind of program is this?

It can't be that the old man is looking at the wrong platform, right?

made a "fuss", Huo Jinggang put the letter back in confusion and picked up one again.

After opening it, it was read out.

"Dear ...... Hello, I would like to give you a comment. Why is it so good that "Healthy You, Me and Him" is put in the middle of the night? I think you can completely mention this program to the day or evening!"

throw

Huo Jinggang didn't finish reading it, and directly put the second letter aside, and then pulled out another one.

"Do you use your brains when arranging the program center? "Healthy You, Me and Him", a health and health program, is scheduled to be broadcast until half past ten, doesn't this force us elderly to stay up late to watch it? Also, can you release a second episode? My wife and I are about to memorize the knowledge of cardiovascular and cerebrovascular diseases!"

Throw!

Fourth, fifth, sixth......

I read more than ten letters in a row, except for two who complained that "White Eyebrows" was not enough to watch two episodes in one night, and asked for a whole day's neurosis. The other letters, without exception, are all about that or what, what the "Healthy You, Me and Him" column!

"What kind of program is this "Healthy You, Me and Him"? Can anyone tell me?"

Huo Jing just became popular.

In the midst of the new director's huge doubts, copywriter Xiao Wang hissed and raised his hand to get up.

Director Huo...... What these viewers are talking about can't be that commercial, right?"

"Advertisement?" Huo Jinggang grinned.

"Oh, that's that advertisement!" Xiao Wang stomped his foot, "It's the advertisement that bought the garbage time of the advertising department and wanted to make health care products!"

Oh!

Huo Jinggang suddenly realized.

This advertisement is still Lao Liu greeting him to put it as soon as possible.

But......

How did a good advertisement become a show in the station, and there are so many viewers who write letters to urge changes?

What's going on?

......

Just when Huo Jing was puzzled.

In the advertising office, Yuan Fanfang, the manager of Harbin Pharmaceutical No. 6 Factory, came to the door of the director's office of the advertising department.

After seeing Wu Zhibo and greeting for a while, Yuan Prosperity expressed his intentions.

"Director Wu, I came this time to talk about advertising cooperation with your advertising department. ”

The state-owned enterprises of Harbin Pharmaceutical No. 6 Factory are true, but the leaders of state-owned enterprises have a slightly inferior status compared with the mouthpiece department of the party such as the TV station. Wu Zhibo said that there was no reason to be polite to Yuan Prosperity.

However, the fact that Yuan Prosperity's father-in-law is Sun Weimin is not a secret in such a well-informed propaganda unit.

Seeing that Yuan was prosperous, Wu Zhibo's chest clapped, and he said brightly: "No problem! Manager Yuan has something to do, even if he squeaks, I, Wu Zhibo, am good at the advertising office!"

Yuan Prosperity nodded, "The program of "Healthy You, Me and Him" is doing very well, and this kind of medical and health care program is the mouth of our sixth branch business. I'd like to talk to you about selling us the naming rights to this show. ”

"Huh?"

Wu Zhibo's whole body froze.

After a while, he grinned and asked, "You said that advertisement?"

Yes?

Ad?

This time, it was Yuan Prosperity's turn to be stunned.

What advertisement?

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PS: It's going to be a boutique soon, and there are thirty more to order. On the shelves on July 1st, I thought I would get the boutique badge in September, but it turned out that this road was so long. .jpg with a wry smile. Here, the two stupid people who have not fully booked it, give a full order, invite the outside station, friends and pirated friends, come to the starting point to give a full order. Thank you!

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