Cui Ning first talked about a set of data that everyone basically agrees on.

"We all know a saying that good things don't go out, and bad things spread thousands of miles. Used in marketing, this sentence is very representative and meaningful.

In other words, in modern society, people are generally more willing to transmit and disseminate bad information, and to think of themselves as transmitters of information and justice for various purposes.

If a patient uses a product and it works well, he will tell three or five people at most, let's just say five people.

But if a patient doesn't work well with a product, he will tell 20 people.

Let's calculate, if 100 people buy the product, the effective rate is 80%, that is, there are 20 people who have bad results or are not obvious.

Those 80 people multiplied by 5 means that there will be 400 people who know that the product works well, but there will still be, 20 times 20,400 people think the product is not good.

In other words, at least our products must be effective at 80% to ensure that word-of-mouth is fair to us.

If the product is only 70% effective, it means that 30 people think the product is not good.

The good reputation is 70 times 5 equals 350, and the bad reputation is almost 30 times 20 equals 600, the bad reputation completely overwhelms the good reputation, this ratio is quite unfair to the enterprise, because in fact, 70% are effective, the result is that most people think that the company's products are very poor, this ratio is calculated to be 600 divided by 950 is 63%.

In addition to individual privacy products, this ratio is relatively accurate, especially women's products, such as cosmetics, beauty products, and youthful products, once women use no effect, they will definitely hype up in their friends, don't be fooled, I believe this is the habit of most women, and she herself will feel that this is a good deed, to avoid friends from being fooled again.

If you use it well, in addition to sharing it with your best friends, and in the face of more people, you will say that you are born, your foundation is good, and your husband is good to you, and rarely mention the products you use.

This is human nature, and it is the fatal problem in sales, that is, too much belief in the efficacy of the product, ignoring the sadness of interpersonal communication and word of mouth.

Although their effective rate is close to 80 percent, although their products are not deceitful, and the Chinese soft-shelled turtle factory is definitely not only a soft-shelled turtle, everyone in our industry knows that this is completely irresponsible nonsense from the media.

But that's how the business is slapped in the face, it's ruthless, but we have to face it. What is more important to face is that with new media and communication tools, such as the World Wide Internet, the transmission channels and speed of bad news will be more terrifying, and it will far exceed the interpersonal circle of 25 people, and even become 250, 2500.

What's more, with the Chinese soft-shelled turtle essence incident and the Sanshu oral liquid incident, people and authorities always wear colored glasses on the industry, and there is no shortage of black sheep in the industry, the integrity index of this industry is really not high, and we can't blindly complain about the media and consumers.

Having said all this, it is actually an attitude to show that we should not be too superstitious about the efficacy and efficiency of products, even if it is a Western medicine, what can we do? What about a tertiary hospital? The accident rate is still not low, but they will not bear the blame and doubts that they should not bear like the industry.

No company can solve the natural law of word-of-mouth communication, so whether it is improving sleep, youthfulness, or laxative, it is just a self-perceived effect, and the effectiveness of this effect is completely unequal to the user's cognition.

So it's a fact that except for Sanshu Oral Liquid, which has achieved great success because of its wide range of channels and the earliest crowd tactics, the others* basically stop at one billion, and more than one billion is a myth.

The sales of Coku Cola, in 1998, was 18.81 billion Meijin, and according to the exchange rate of 8.2 last year, it was 154.2 billion dragon dollars.

And Coku Cola was also a medicine* at the beginning, which was used to treat migraines, but the inventor, Dr. Pemberton, died of poverty. What does that mean? It's because of the so-called efficiency and word of mouth.

It doesn't matter if you think you can improve migraines, whether it's real or accidental, the important thing is that someone else drinks it and it doesn't work.

It's the same with our products, whether it's improving sleep, or other effects, if you are obsessed with a certain effect, what is the difference between it and the earliest Cocola?"

Although Cui Ning's words are no problem at a certain level, after all, everyone here is a master of sales, and they still have an understanding of the effect of the product, Mr. Yang was the first to be a little unbearable, and interjected:

"According to Mr. Cui's meaning, we can't sell products as *, but as fast-moving consumer goods, is that what it means?"

Cui Ning looked at Ji Ziyu and Shi Yuzhong, as well as Mr. Yang, smiled, and then used the magnetic field adjustment function to adjust the frequency with everyone present to strengthen the power output, and then continued:

"What Mr. Yang said makes sense, we can't just sell the product as *, but we can't completely sell it as a fast-moving consumer product, after all, we are not a cool cola, not a product with a high repurchase rate of one or two yuan.

So I'll tell you a real story."

Cui Ning told the story that he wouldn't buy gifts or give gifts, and then faced the audience and said:

"I believe that many gay men here, like me, really don't know what gifts to give except for tobacco, alcohol, sugar and tea? You go to the supermarket to see, many products are not suitable for the elderly, and the products suitable for gifts all year round, there are almost none, except for the so-called fruits, but fruits are often too light as gifts and not high-grade enough.

Our country has been called a state of etiquette, and there is no product that is suitable for special gifts, especially for elders, what does this prove?

This proves that we have an excellent market opportunity, even better than the so-called FMCG market, which is the gift market.

However, our gift is not the kind of moon cake product, just packaged, and then given in turn around August 15, our products are still effective, once the recipient takes, effective, even if the efficiency is not particularly high, but because it is a gift, it will not say that the gift is not good.

If we are positioned as gifts, not to mention anything else, for me, I have a choice, gifts, brain Beijin, Longguo TV commercials, and then the packaging is good, high-grade, and healthy blessings, it can be said that it has opened up a new industry.

Of course, when giving gifts, simply say one or two words about the efficacy, such as eating well and sleeping soundly, it is okay and not contradictory, including what Director An said, trust, should be reflected in the advertisement, such as the satisfaction of parents to receive gifts, the children have grown up, and the recognition of product gifts.

At this time, the product is not just *, it is also a gift, not only a gift, but also love, we can oppose a product, but no one will object to love and return to parents.

Therefore, I personally believe that TV commercials are mainly based on gifts, supplemented by efficacy, love-based, and supplemented by products.

As for the specific advertising content, we can talk about it again.

At the end of my speech, thank you for giving me so much time and a lot of digressions and introductions, so let's continue the discussion."

Ji Ziyu quietly approached Cui Ning and said softly:

"I finally understand the story of Zhang Fei and Zhuge Liang you said, it turns out that everyone here is Zhang Fei, and only when they meet Zhuge Liang can they really show their superiority. It's not on a horizontal line at all, or it's not a conversation of an order of magnitude at all."

Shi Yuzhong looked at everyone, then looked at Ji Ziyu and Cui Ning whispering, so he said:

"Mr. Ji, you are an important investor, what do you think? Don't whisper, tell us all about it."

Ji Ziyu sat up straight, looked at Shi Yuzhong, and then said his impression:

"Speaking of which, I am also engaged in business management, I have dozens of companies under my hands, as well as many industries, at the beginning, I also think that planning is difficult, isn't it just an idea, an idea and creativity?

In addition, many of my companies, including investment projects, are also doing well, and I also know some so-called planning companies, and I have cooperated with them, which is what is the case, so I have always thought that I know how to plan.

Knowing that I met Mr. Cui Ningcui, and then listening to him talk about planning and cooperation, I knew the gap and what professionalism is.

Although I am an investor in the company, I made it clear when I invested that I would not participate in any decision-making of the company, except that the finances must be disclosed to me, so this time it is the same, professional people will do professional things.

As for Mr. Cui's strategy, I don't express my opinion, or everyone starts from their own lives, as well as the understanding of the market and consumers, especially the ideology and phenomenon of society, to think about the problem, kung fu is outside the poem, Li Bai is definitely higher than those poets who chant bitterly, it is because of his open-minded personality and traveling between mountains and rivers, I think planning is the same, staring at a certain feature of the product is planning, but understanding consumer research is also planning.

By the way, I am not very good at gift-giving, and many of my friends, if the value of the gift is too high, it is problematic, so if Brain Baker does a good job in the gift market, at least I have one more choice for gift-giving, and various festivals, give fruit and wine, sales are amazing, according to this idea, our chances will be much greater than the effect"

Shi Yuzhong nodded and said:

"Everyone can speak freely, but there must be data, theoretical basis and factual basis, including if you agree with the above boss's suggestions, or disagree, you can express it.

However, I personally start from human nature and social phenomena, and I think that the gift market is much larger than the efficacy market, and it is too safe, including the example of Coku Cola, which sounds like a digression, but it actually shocked me, if Coku Cola is a medicine for migraines, this brand is estimated to be long gone, but now it is a century-old brand, with sales of more than 150 billion.

We want to be a brand with sales of hundreds of millions of dollars and disappear in a few years, or do we want to be a more long-term, New Year's and holiday gift brand, I personally choose the latter"

It turned out that several executives who had been waiting for Shi Yuzhong to speak, who were in charge of the market and activities, also hurriedly spoke:

"The gift market is good, I think it is more certain than the efficacy market, TV commercials, not newspapers, the amount of information is relatively small, to be suitable for all ages, the strategy of gift-giving will be more direct"

"Yes, I also agree with the gift-giving and gift strategy, plus a hint or two of efficacy, it complements each other, Cui always has a level"

"At least I will give our products to some of my friends' elders," Su Ruoqing also said, "Women don't like to give wine, so I feel that it is face-saving to send health products, especially well-known health products."