In the initial layout and marketing methods of health care products, Liang Yifei has his own set of calculations.

In fact, this set of calculations is not his personal originality.

From the early 90s until the outbreak of the Internet era, successful domestic brands in China have always had an unchanging golden rule.

Those who get the three norths are called princes, and those who get Beijing and Shanghai win the world.

The three norths refer to the three large regions of North China, Northwest and Northeast, these three regions have a large population, the old large enterprises have a thick foundation, and the people generally have a certain amount of consumption power, of which the northwest is relatively backward, but also has a large number of military enterprises to support the bottom.

Compared with the coastal and capital cities, the degree of openness in these three regions is limited, the dissemination of knowledge is backward, the consumer blindly obeys the psychology, the temperament is straight, and the consumption mentality is not very mature.

For example, large gold chains, mink coats. For example, the health care products with beautiful packaging and a hundred yuan a box are a little heart-wrenching but affordable to buy......

There is also the most critical point, precisely because the three norths are not the first-line areas of reform and opening up for a long time, so it is difficult for foreign capital and multinational brands to enter, which is very suitable for the primitive and barbaric accumulation of domestic brands in the entrepreneurial stage, and will not encounter the coverage and impact of transnational capital.

The way to deal with local governments is much simpler.

A big domestic boss like Liang Yifei, with a net worth of tens of millions, can be regarded as first-line capital in the local area and in his own country, but in the face of the current capital, whether it is financial resources or technology, or even policy preferences, there is no power to fight back.

Therefore, the initial layout should be in the Sanbei region, the blind obedience of consumers, the large population, the authority of the media, the untestability of products, the lag of utility and the luxury of consumption, are all favorable conditions for domestic enterprises to win by making a name in these places.

If you can open the Sanbei market, you can become a well-known entrepreneur in China from a local and city-level so-called 'big boss'.

From a local tyrant to a real entrepreneur.

However, the three northern regions, after all, the economic level is backward, although the population is large, in terms of economic and political influence, but it has always been in the second line, the third line, and even the last stream, that is, it can not lead the tide, and there is no endless rich economic heritage and policy support, often the total economic volume of a province, the degree of economic activity, is not as good as a big city in the reform and opening up.

Therefore, if you have the three norths, you can only become a 'prince', and if you really want to win the world, you must enter a big city like Beijing and Shanghai.

Just like the chaos in the world, the princes are divided, if they want to be the emperor, they must occupy a royal place to set the capital or as a base camp, in ancient times, most of them have natural moats, convenient transportation, fertile land, large populations and other factors, such as Jinling, Guanzhong, and modern society, refers to the economically developed, politically civilized super city.

If you get Beijing and Shanghai, you can leap from a well-known domestic entrepreneur to the overlord and leader of the industry.

However, this is a later story, the three norths are good, Beijing and Shanghai are difficult to enter, precisely because there is no competition in the health care products industry, so the domestic competition is particularly fierce, with Liang Yifei's current net worth, want to enter Beijing and Shanghai, where the population and competition are extremely intensive, I am afraid that I will drown the splash and not see a piece.

"Oh, you mean, advertising in Sanbei at the same time?" Zhang Feng asked.

"Yes. Liang Yifei nodded.

At present, there are two main marketing methods of the top domestic health care product manufacturers, the first is the "city location" represented by the sun god, each city has a "subsidiary" of the sun god, which is mainly responsible for the publicity and sales of the local city, in the shopping mall, the open air, the use of experts to sit for consultation, etc., so that the brand reputation completely enters the life of the local people;

There is also a kind of "rural encirclement of the city" created by Sanzhu, sending a large number of staff to occupy the local cheap propaganda position without letting go of any county, township or town, and billboards, cement walls, and even telephone poles and public toilet walls are their propaganda media, and large and small advertisements are overwhelmingly printed.

The focus is different, like the first-line brand, the sun god and the three plants just mentioned, in actual work, the two have begun to combine with each other, including TV, newspaper advertisements and other ways.

All for the purpose of building awareness and expanding the brand's reputation.

Selling health care products, in the final analysis, is a matter of fame.

When the fame comes out, the shit can be sold, and the small bottle is just for tap water, and it can be sold to become the richest man in the country.

These methods can't simply judge which is better and which is bad, which is good and which is bad, but Liang Yifei is very clear about his actual situation, whether it is mainly attacking the city or surrounding the city in the countryside, he does not have the financial resources, manpower and experience to spread out the stall now.

Once this stall is rolled out, the cost is too great, and once there is a problem with the sales of health care products, then just such a big stall, the expenses of these branches, and the wages of the personnel, can crush him alive.

Shi Yuzhu died like this a few years later.

After all, health care products are not smartphones, nor are they pyramid schemes, and there are no excellent products for sustainable development, but it cannot be said that they will leave with a single scam, and change places with a shot.

Therefore, no matter what aspect it is, Liang Yifei does not consider the current mainstream marketing model of health care products.

His advantage is that he has a prophet who knows that the Lu Jiajun will create an 'Oriental Miracle' in two or three years, and he can use this star effect to promote it.

What could be more convincing than an athlete to promote a health supplement?

What could be more convincing than a Chinese track and field athlete who has won a world championship?

Athletics has always been China's weakness, and if you change athletes, such as table tennis and gymnastics, the effect will be reduced.

is also a world champion, why Yao Ming and Liu Xiang can have more influence than top stars, this is the reason, basketball, track and field are weaknesses, there are so many world gymnastics champions and diving champions in the country, few people can tell all the treasures, but when it comes to basketball and track and field, the first thing that comes to everyone's mind is Yao Ming, which is Liu Xiang.

Therefore, Liang Yifei is ready to throw all the funds he can raise at present into TV advertising without reservation, giving full play to his prophetic advantages to offset the economic and manpower disadvantages compared with domestic first-line health care products.

Moreover, most local TV stations in China, especially those in areas that are not developed such as Sanbei, still retain a tradition that seems unreasonable, but is 'very good'.

There is no indicator of advertising performance, and there is no stipulation on how much money must be completed, and the leaders of many stations still hold the same concept as Zhang Feng: if the people like to watch it, it will also be conducive to the development of the country and shout for the construction of the country.

Some small local stations will even carry out some free advertising 'broadcasting', and do not need money to rebroadcast some programs, provided that the advertisements and programs are relatively popular and politically correct.

So once Lu Jiajun returns from the bidding competition and gives a great sigh of relief to the people of the whole country, the domestic brands they endorse will naturally receive great discounts in advertising time and price.

Lu Renkang has a saying, although it is unintentional, but it is very correct: Liang Yifei uses him to advertise, which seems to be amazingly invested, and the secret recipe fee and endorsement fee given to him are almost as good as the top Asian stars, but after calculation, the income is greater.

Sure enough, Zhang Feng pondered for a moment and said, "I also have some old friends and classmates in the industry, so it's not a big problem to help you contact a few TV stations......

Without waiting for him to finish, Liang Yifei said: "Director Zhang, I'm afraid it's not a problem with a few TV stations this time. ”

As he spoke, he took out a form by himself and handed it to Zhang Feng.

Zhang Feng's eyelids swept away, and he was stunned, there are six provincial capitals and more than 20 local stations.

"This ...... That's a lot of work. Zhang Feng said.

Liang Yifei took out a square cardboard box from under the table and moved it to the table.

The cardboard box is not big, and the canning factory uses it to hold canned food, Zhang Feng opened it and saw that it was full of money.

"What do you mean by that?" Zhang Feng was slightly stunned.

Liang Yifei said: "Director Zhang, Yu Qing, you are doing a favor to a friend, Yu Li, you are helping the company, Yu is reasonable, you can't let you help this in vain." It's a labor fee, and it's not much, 150,000. ”

Zhang Feng gasped.

He is indeed from a famous family, but the famous families in these years do not mean that all of them are rich, in fact, the vast majority of non-power families who are from technology, scientific research, etc., do not have much wealth accumulation.

Compared with ordinary people, scientists and technical experts, the living conditions are better, but that is the difference between 300 and seven or eight hundred a month.

According to the salary system on the surface, even if you are a national leader, if you count all kinds of allowances a month, it will only be a thousand yuan.

Don't talk about the present, even after a few decades, there are many old professors and world-renowned scholars who have been engaged in scientific research and education all their lives, and finally live in an old two-bedroom house.

If you don't make extra money and get a dead salary, you will be poor for the rest of your life.

Zhang Feng's family conditions are okay, but 150,000 yuan is an astonishing amount of money for him and even his father.

He thought about it, Liang Yifei was right, this money is not hot to hold, it is not to use power to open the back door, it is not the same thing as corruption and bribery, so he took the box and re-covered it.

"Nacheng, Boss Liang, you wait for my news. Zhang Feng said.

"Director Zhang, be fast, you must be fast, my commercials have been filmed, and as soon as Lu Jiajun returns to China, he will be ready to launch. Liang Yifei said.

Zhang Feng thought for a while, showed a smile that everyone understood, and said: "Boss Liang, you are an understanding person, these days, the money is in place, and there is still a slow one?" He patted the box and said, "I can't take all of it personally, I'm afraid most of it will still be spent on socializing." ”

"That's not what you said, in this way, Director Zhang, even if you spend it, after the matter is completed, there will be 100,000. Liang Yifei said.

"Okay, then if there is nothing else, I will leave first, you ask for a tight time, I will help you find a way immediately. Zhang Feng said.