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

After a week of advertising bombardment and the joint promotion of the Tongtai pharmacy chain under Harbin Pharmaceutical Group, the sales of Xinnaokang showed a steady upward trend. In the previous two days, the average shipment of the three regions had reached 4,000 units.

Although there are the first distribution bonuses of major pharmacies and hospitals, even if this part of the water is removed, the sales volume is still considerable.

The New Year and New Year are the peak sales season for health care products.

Nowadays, when material civilization is scarce, the New Year's gift market is quite monotonous. Before 90 years, the Chinese New Year was basically fruit pastries, plus a few bottles of canned liquor. In recent years, people's living standards have gradually improved, and drinks and fruits have become popular. However, refrigerators are not popular these days, and things like fruits that can't be put away are still not popular.

Gifts before the year, visits after the year, the demand for consumer goods such as health care products is not ordinarily large.

Li Xian wants to take advantage of this enthusiasm to push Guizhentang Xinnaokang out of the province.

He even thought of a marketing plan: first replace Xinnaokang oral liquid with a festive new red packaging, and then put on a promotional slogan of "Xinnaokang, Fumantang". Coupled with garbage time advertisements in various places, give him a brain platinum-style brainwashing marketing, and the effect will definitely explode.

At present, for Lin Cui Company, the best expansion area is Jilin and Lianning provinces.

This is not just because of the proximity of the two provinces to Heilongjiang.

Since the 80s of the 20th century, there has been a very interesting phenomenon: almost all the domestic brands that have achieved success in China have all made their fortunes in the Sanbei market.

What are the three norths?

It is the Northeast, North China, and Northwest China.

It's almost a spell or a law that can't be broken.

If you have to find a reason for this law or some deep-seated truth, it may be because the three markets of Northeast China, North China and Northwest have vast sources of blessings, large populations, and people's incomes are generally not high, and their temperament is upright and their consumption mentality is immature.

Well, that's what the old hat is called.

Good fool.

Such a market and consumer group, for the kind of daily consumer goods with low price, average quality, and high demand, health care products are naturally affinity.

Relatively speaking, the domestic goods in the initial stage are just suitable for the consumption needs of these regions. More importantly, in the Sanbei market, where the system is not flexible, and the market supervision is small, and the room for maneuver is large, the rampage will not cause much trouble.

Even better, in this kind of secondary market, there will be no targeting and encirclement by large companies, large groups, or cross-enterprise enterprises.

So in the future, there is a sentence that sums it up very well.

Those who get the three norths become princes, and those who get Beijing and Shanghai...... Win the world!

And now, Li Xian wants to expand outside the province. The two neighbors of the three eastern provinces are certainly the most suitable targets.

……

"My idea is to quickly cover our products in Jilin in the first few years. First of all, the two provinces of Longjiang and Jilin border each other, which is not said geographically. Our satellite TV channel in Longjiang is acceptable in some marginal cities in Jilin Province, and there is frequent information interaction between the two provinces, so it is estimated that our advertising has had a certain impact in some parts of Jilin Province.

Of course, aside from this aspect, now our Lin Cui company has settled the first batch of distribution payment, and the company has nearly 4 million cash on its books. This part of the money can be directly used to fully launch our Xinnakang advertising in Jilin Province.

During this period of time a year ago, a large amount of advertising was invested to have a bombing effect and make our products well-known in an all-round way! After taking Jilin a year ago, we can immediately use Jilin's Dacang as a base to expand to Liao Province!

"I don't agree with Manager Sun. This period of the year is the golden sales period of health care products, although the geographical location of Liaoning Province is far away from us, but whether it is from the population base or consumption level, it is stronger than Jilin Province.

If you expand outward, Liaoning is the primary target. If Longjiang Province and Liao Province are taken by us, then Jilin will be just a caged bird, why don't we just put it on a show?

"If you want me to say that you two don't quarrel, just come to the two provinces together. One sheep is raised, and two sheep are also herded, and now we are not without money in our hands. First go to the provincial capitals of the two provinces, establish a large warehouse distribution point, and then advertise in the two provinces at the same time, and by the way, our distribution points will also be reflected in the advertisement, then won't it be over? Sharpening the knife does not require woodcutters, and the two provinces take it directly, saving the effort in the future. ”

In the conference room of Lin Cui's company, Li Xian took several directors of the group and listened to the quarrel of several managers of Lin Cui, with a wry smile.

These guys, now swelled.

Xinnaokang's sales in Longjiang Province have soared, and now there are still more than two months before he won the first market share in the quarter he set for the branch, but he is already about to achieve the achievement.

Now the market share of Xinnaokang has reached 4%, and it is on par with the leading boss Feilong's Yansheng Baobao liquid in the health care product market.

Under such results, the entire branch was jubilant, and the inflated mood had spread from the salesman to some managers surnamed Xu.

But fortunately, Li Xian is also relatively inflated.

"I support Manager Xu's opinion!"

Li Xian got up and said directly: "Now we are not short of money, what we lack is time." We must grasp this wave of sales peak a year ago. On the publicity channel, we can take advantage of the gap between peers and imitation to copy our non-prime-time advertising bombardment strategy. In terms of channels, on the one hand, we can choose to establish a large warehouse in the capital cities of the two provinces, or we can use the offices of Harbin Pharmaceutical in the two provinces. It's a big deal to give them a little profit in these two provinces. ”

Be imaginative in doing business.

Li Xian's imagination is in the Northeast market, and Feilong has just a wave.

Feilong is a very interesting enterprise.

Although the brand grew fast in the mid-90s and had a rough routine, it looked like a brutal and aggressive company, but it was actually ......

Just a paper tiger.

After three years of high development, the development momentum of the flying dragon has slowed down.

With the increasing frequency of advertising bombardment and the increasing number of imitators, the effect is no longer obvious.

You can see it in the data.

In 91, Feilong invested 1.2 million in advertising and realized a profit of 4 million. In 92 years, 10 million yuan was invested in advertising and 60 million profits were realized. But last year, hundreds of millions of advertising expenses were invested, but only 200 million profits were exchanged.

This shows that the dividends brought by advertising are becoming less and less.

But Feilong is still stubbornly looking for a breakthrough in advertising costs.

This company, which does not build factories, does not engage in research and development, does not purchase assets, and is reluctant to repair even office buildings, and uses all profits for advertising, does not engage in a wave, it is simply sorry for its conscience.

Li Xian's purpose is clear.

Kill the Wyvern.

Become a prince!

……

Just when Li Xian ended the meeting and asked Lin Cui Company to formulate a plan immediately.

Xue Ling hurriedly came to the conference room.

After two days of preparation for the entire group head office, Sun Weimin finally came.

Baidu Search 噺八壹Chinese網 м. No advertising words