The value chain of brand products that Wu Jiankang said, several people they don't understand.

Wu Jiankang himself didn't understand very well, but said: "Transfer the value of the products that were advertised before to other companies' products, raise the prices of all products, and increase the gross profit margin of single products." ”

Bai Qi said: "This is the current common practice of advertising products, in the past, when drug advertising was flooded, it occupied half of the TV advertising, as long as there is a TV station, there are drug advertising." ”

"At that time, a single product was king, and the company relied on a product to hit the market, and all marketing was also around this product, due to the high cost of TV advertising, high marketing costs, and high retail prices of products, the channel would also have some discounts. ”

"Such a marketing operation, the result is that the product is advertised on the sale, not advertising is not sold, a toothpaste Colgate, on the basis of advertising, occupies 40% of the market share, with the reduction of advertising effect, marketing costs remain high, single product advertising marketing, can not survive. ”

Later, the marketing master found that people's sports brands are not like this, do a single product advertisement, and the price of other products is the same as the advertised products, so they follow the sports brand, people open stores, and the products of a manufacturer of drugs cannot support a pharmacy. ”

"There is also a way, rent a counter, go to the shopping guide, unify the training of the shopping guide, teach them word-of-mouth publicity, teach them to sell medicines, and transform the brand product orientation into a brand enterprise orientation. ”

In this way, advertising is no longer advertising a single variety, one by one, as long as it is approved, advertising production is also simple and standardized, no longer an idea, a word to create a legend. ”

"Gradually create a brand enterprise, so that the price of all products and advertising products, at the same price level, leaving huge profit margins for products, the previous advertising costs, into channel marketing fees, manufacturers, distributors, pharmacies, and shopping guides can get benefits from it. ”

Wu Jiankang listened to Bai Qi and said, he didn't understand more and more, this fellow who opened a supermarket, he didn't sell medicine in the supermarket, even if he sold medicine, he couldn't know this.

Zhao Zongbing said: "This person who buys medicine is so profitable now, so why can't he be healthy and beautiful now, it is a generation of stock market myths." ”

Bai Qi said: "This health beauty is just an example, the previous establishment of drug distribution by level, so that these first-level distributors, access to huge resources, basically the first-level business, have adopted a vertical development strategy, acquisition and new chain pharmacies, health beauty is located in a relatively remote geographical location, other first-level dealers are basically in the provincial capital, only health beauty is in the third-tier cities, or remote mountainous areas." ”

Zhao Zongbing said: "Isn't that family doing real estate, people's real estate profits are high, much better than ours." ”

Bai Qi said: "This is also the main reason for the death of health and beauty, what does it mean to be a first-class distributor of drugs, that is, all the drugs in this region are diverted through him, of course, it is not very easy to enter the manufacturers of this system, they are all large domestic manufacturers, or overlords in a certain field, and it is also to tell everyone, you don't have to do marketing, I will get the product for you." ”

"Step-by-step distribution, the manufacturer's settlement is a periodic settlement, generally a three-month period, the product to the warehouse three months on the settlement, if the product sales are not good, the settlement exit. ”

"A dealer, the goods are paid in three months, some of the goods sold are installments, some are quotas, and more are cash, so that a huge amount of cash is stored in a business, how to use the money, anyway, it is eight immortals across the sea, each showing their magical powers, health and beauty use money to do real estate, real estate is a capital-intensive industry, how much money is not enough. ”

"People do real estate, that money is money, and many real estate developers' money, the cost is very high, healthy and beautiful, his money is not money, real estate without capital cost, the profit must be high." ”

Zhao Zongbing said: "Then you know, no wonder he is not a professional, he is stronger than so many majors." ”

Bai Qi said: "Later, the way of bidding for prescription drugs and the payment method for drug distribution changed, and the money for prescription drugs could not be retained, and many large manufacturers opened their own pharmaceutical companies, or encouraged to cooperate with distributors to open pharmaceutical companies and distribute them by themselves, and the first-class merchants lost a lot of cash flow." ”

"However, health and beauty is to do string goods to start, string goods is high to low, do not make money, rely on business expenses to compensate, after the gradual distribution, the business expenses of each manufacturer are less, and the salesman has no money to compensate, in order to have more cash flow, rely on string goods to achieve, can only lose money, however, Kangmei is a listed company, bookkeeping can not be recorded like this, which produces a black hole. ”

Later, in order to solve the capital problem, Healthy Beauty raised funds through the capital market, and finally the capital chain was broken, and everyone knows what happened after that. ”

Wang Zhongli said: "Puning's place, people who make medicines know that it is a place of string goods, as long as it is a medicine that can be sold in the market, there is no one who does not sell goods." ”

Zhao Zongbing said: "What about the other first-class dealers now, how are they now?" ”

Wu Jiankang said: "The current first-class businessmen are still okay, big pharmacies still cooperate with them, and the general medicines and clinics of hospitals still rely on them for circulation, but now pharmacies do not buy much, and now the channels have begun to compress and sink." ”

Zhao Zongbing said: "No matter what, the regular army is still the regular army, and there are still many medicines, and only with the cooperation of large manufacturers and large logistics companies can there be a stable supply of medicines." ”

Wu Jiankang said: "That is, the regular army is the main force, and the guerrillas fight and cooperate, hehe..."

Bai Qi said: "This is all temporary, with the development of the country, the people's welfare will get better and better, in the future, universal medical insurance, free medical care will be realized, OTC is just a supplement, after informatization, high gross profit may be difficult to survive, we Jiangnan will have one less marketing master." ”

Lan Mei and Mao Zhiyu didn't speak, listening to them say this, a little bored, Lan Mei said: "You say these are not tired, let's go out shopping, it's very boring to stay in the house." ”

Mao Zhiyu also said: "Mr. Wu, what's so interesting in Xuchang, otherwise, let's go see Cao Cao." ”

Zhao Zongbing said: "It's not okay to look at Cao Cao, people have died a long time ago, look at where he lives." ”

Wu Jiankang said: "Travel, I'm really not good, I haven't been there, I'm not interested, this has to be Xu Huachuang Xu Zong." ”

Said that Cao Cao Cao arrived, Xu Huachuang was busy just now, and now he came to the hotel, and heard that they were going to go shopping to see Cao Cao, so let's go to the ancient city of Cao Wei.

There are not many scenic spots in Xuchang City, but there are a lot of Yuzhou, Jun kiln monuments, and the flowers of Yanling are also good.

Everyone said that it was not necessary to travel in the past, just look at it when you passed by, and unanimously decided to go over and see the ancient city of Cao Wei, after all, Cao Cao, the great hero, has too deep influence in people's hearts, and almost no one in the country does not know Cao Cao's name.