Rebirth of the Official Business Route

In the mid-1990s, ordinary citizens did not have any immunity to advertising. At that time, there was even a saying that "the intensity of advertising, the market will be large", but the control of profit margins and market operating costs became the most thorny issue for companies at that time. The company's sales can reach billions, but profits are swallowed by disorderly market operations.

Zhang Ke didn't think about this problem for no reason. He asked Fu Jun to drive him to Shengxin Company. He felt a little thirsty. He bought a bottle of Rising Sun Iced Tea at the convenience store downstairs. Thinking of this company, it became famous two years later. , The sales volume reached 3 billion in just two or three years, and the shops of the township grocery stores were covered with their advertisements. It was this company that, in its most prosperous period, established a total of 48 sales companies across the country. More than 8,600 sales personnel were dispatched by the head office. This fattened a large number of people who were rich in their pockets. In the end, this company had a loss of hundreds of millions of dollars. With debts, there has never been a penny of profit from beginning to end. Fastest update of novel chapters

Zhang Ke unscrewed the bottle cap and took a sip, then took the beverage bottle into Shengxin Company, and walked directly into the office specially prepared by Shengxin Company for the Aida marketing team, put the beverage bottle on the table, and took it to Ye Xiaotong. The report that came over is the sales data submitted by distributors in various regions yesterday.

Following Zhang Ke’s practice at Kumho, Ye Jianbin prepared coffee and other beverages for the employees. Ye Xiaotong looked at the plastic bottle Zhang Ke placed on the table. In 1995, the rising sun was not well-known, and asked him: "How do I remember to drink? This?" "Fiction" novel chapters are updated fastest

"What's the matter?" Zhang Ke picked up the Rising Sun Iced Tea, curled his lips, and said, "The combination of traditional green tea and carbonated beverages. New varieties other than traditional bottled beverages, this iced tea may become hotter..."

"Drinking it because of this?" Zhou You took the ice tea from Zhang Ke's hand, looked at the label carefully, opened the cap and took a sip, "Well, it feels good."

Kumho has contracted five more paper mills in just four or five months. Whether in terms of capital, technical scale, or existing management mode, they are all in a bottleneck period, and they have to digest their talents. Continue to expand in the next step. Most of the cultural paper produced has been absorbed by the provincial market. After Zhouyou established a dealer network for Kumho, there was not much pressure on market sales. Zhang Ke had previously proposed to borrow Zhouyou. Aida's market operation has already started, after Xie Wanqing returned to Haizhou. Zhou You was immediately dispatched to the provincial capital to assist Zhang Ke, but the burden on her shoulders became heavier.

"Today is not here to discuss iced tea and hot tea. Since I have promised to go to Shanghai to do the market in late July, why stay in the provincial capital after a week? Do other cities in the province have to do it?"

Ye Xiaotong asked Zhang Ke.

The team responsible for the marketing of Aida DVD player by Sheng Xin is in charge of Ye Xiaotong. This time she took the initiative to ask Ying and no longer serves as Ye Jianbin's assistant; Ye Jianbin consciously found herself a five-and-three rough male secretary.

Ye Xiaotong sighed and wanted to see from Zhang Ke how business geniuses are different from ordinary people. The original plan was after the conference. Xun’s advertising coverage of municipal kitchen shops in the province.

Who would have thought that Zhang Ke would stay in the provincial capital for a week, except to maintain the intensity of advertising in the provincial capital every day. The other is to let Ye Xiaotong summarize the sales data reported by distributors from all over the world.

"Do, of course do," Zhang Ke sat down to read yesterday's sales data. "But before that, you have to know how to do it. It's not a simple copy of the provincial city site plan. If that's the case, why should I suffer this with you?"

"Seven days have passed since the conference. In such a short period of time, what can we tell from the sales data?"

"The types of advertisements we currently invest in are still very limited, and sometimes limited by regions and regions, can we more accurately judge the effects and scope of various advertisements."

Speaking of sales figures, Ye Xiaotong couldn’t help being proud: “Aida’s camera has sold 300 units in the provincial capital in just seven days, and even Samsung has become the number one brand of DVD players. If we maintain this advertising intensity. , The entire East China region can reach sales of 10,000 units per month, and it can compete with Samsung DVD players in East China..."

"Regional limitations are very strong, and Aida's advertising costs in East China will be three times that of Samsung, and there is no place to be proud of..." Zhang Ke is not afraid of Samsung. Samsung DVD player is based on the first generation of decoding. The quality of chip products is very unstable, and the repair rate is very high. Although it is a major international manufacturer, it casts a shadow on the quality of the DVD player, so that Samsung will soon withdraw from the competition in the DVD player market.

"There is no way. The popularity of the Samsung brand in China is not comparable to that of Adana. They save a lot of effort in brand promotion..."

"Advertising does not help profits as magical as everyone thinks. We plan to invest 4 million in advertising expenses in this city within a year. Based on the current profit margin, it means that we have to sell 5,000 machines. In order to make up for the shortfall in advertising costs, in addition to spreading the advertising costs of national media, the issue of advertising investment will be more complicated given that the profit margin will be compressed during the year. It is not possible to accurately calculate the intensity of advertising investment and the market effect that should be produced. No matter how good advertising is, once too much, it will have catastrophic consequences for the company itself. Therefore, we must be stingy with every investment in advertising. , But we have to spend every penny as much as possible for advertising. This is really a headache." Zhang Ke said with a wry smile.

Shengxin launched Ericsson 398. The marketing plan was formulated by Zhang Ke. Shengxin Marketing Department was only a pure executor. Ericsson 398's huge market success made Ye Xiaotong, Shao Xinwen and others completely agree that Zhang Ke has a genius in market operations. The dazzling talent.

Sure enough, Zhang Ke's precise judgment of the market did not come from intuition. Ye Xiaotong was afraid that Zhang Ke was the kind of person who was born sensitive to the market but lacked a rational understanding. In that case, what could she learn from Zhang Yan?

"The data models established abroad seem to be very suitable for domestic market analysis. How do you analyze it?"

The domestic commodity market in the 1990s is known as the era of big sales. Many analytical methods based on the characteristics of the domestic commodity market were established at the end of the era of big sales. Those who are currently marketers need some ideas.

Zhang Ke smiled. Said: “Only considering a single advertising factor and drawing a grid of sales data from various regions, you can clearly see the effect of advertising investment in regional central cities on the surrounding areas. Although we have not yet advertised Huishan However, the sales volume of Huishan is significantly higher than that of other similar cities in the province. Because of the closer information exchange between Huishan and the provincial city, all kinds of information from the provincial city are relatively easy to spread to Huishan. The effect of advertising is restricted. , We currently place advertisements in provincial cities, including CCTV, Donghai TV, Donghai Evening News, Today Morning News, exhibitions, light box advertisements, and some outdoor publicity activities. These types of advertisements must be carefully examined; there is another point that is very important. , Because Huishan’s distributors know that our next marketing promotion is in Huishan, so they are also actively preparing. As long as they can put Aida DVD players on the home appliance counters of major shopping malls, the final result will not be those who do not pay attention to the terminal. Channel construction dealers can be compared."

Although Ye Xiaotong considers himself an elite member of marketing. But he had to admit that Zhang Ke had too many of them, and he squeezed his brows. Annoyed, said: "To consider so many factors, I would rather trust intuition."

The ambition of the market operation is so great that it is hard to believe that he has a precise grasp of the market operation, but the fact is that he knows everything in his heart. With such a level of genius, Ye Xiaotong can only sigh against it. Members hand fight.

Zhang Ke smiled slightly. Why did he insist that Zhou You come over and help him? Because he will not always have time to fine-tune the market channels. There must be someone who can really help him in this regard. Zhou You is much more reliable than Liu Minghui. So Zhang Ke asked Zhou You to stay with him to assist him, and Liu Minghui to go outside East China to prepare a dealer network. Liu Minghui seemed to stand alone. However, the results that can be made will be very limited. In the end, Zhang Lu will have to travel around to explore these kitchens in these cities once or several times in order to truly develop the market.

Zhang Ke leaned back, pressing the back of the chair almost to the ground. He raised his head and asked three girls, Xu Wei, Jiang Dai'er, and Ling Xiaoyan, who were sitting far away at the conference table: "Are you going to Huishan? We will go to Huishan tomorrow."

When Zhang Ke goes to Shengxin Company every day, he routinely discusses with Ye Xiaotong and the Recreation Room for a while, and then communicates with the rest of the team, so that Xiaoyan, as Ye Xiaotong's assistant, directly joins the team.

Jiang Daier wants to cooperate with the marketing activities, and she and Xu Wei also temporarily joined the team.

Zhang Ke was stranded in the provincial capital for a week. For him, he was deliberately considering how to control the intensity and rhythm of market promotion, but Jiang Daier, Xu Wei, and Ling Xiaoyan were relatively relaxed.

The advertising intensity of Huishan is much weaker than that of the provincial cities. Before Zhang Ke and the others arrived in Huishan, Huishan distributors convened a product launch pre-launch meeting with the media, and invited 15 media to interview and publish press releases. Before Zhang Ke, Ye Xiaotong and Zhou You arrived in Huishan, they published two rounds of 35 press releases, covering almost all print media in Huishan City, and published 1/4 version of soft-text advertisements on these flat media 60 times. Second-rate.

In addition to the five-second advertisement of CCTV, the advertising coverage is not bad, but to connect TV media and print media advertisements that target brand notifications with sales terminals, a more direct form of advertising is needed to impress ordinary citizens. heart of.

On July 13, Zhang Ke, Ye Xiaotong, Zhou You and others arrived in Huishan to participate in the official product presentation held in the evening.

After a short period of time, Zhang Ke also formally chose Feihong Advertising Company as the advertising agency of Aida.

The preparations for the conference in the provincial capital are based on Shengxin’s team, but the promotion activities in other cities will be based on Feihong’s team. The teams led by Zhang Ke, Ye Xiaotong and Zhou You are only responsible for the overall decision-making work. Feihong cooperates with local distributors to implement specific marketing plans. After all, a large amount of advertising production and distribution work is very heavy, and the professional requirements are also quite high.

The car drove directly to the Cufang Bridge in the center of Huishan City, and stopped at the square in front of Miaoxuanguan. Recalling the passing here at the beginning of the year with Xu Si, Zhang Ke with a small smile on the corner of his mouth, watching Jiang Dai'er, Xu Wei and the others The commercial cars behind came out, and as soon as they came out, they looked up at the tallest and most eye-catching billboard in front of the square. Still the handsome image of Andy Lau holding the Ericsson 398 machine.

Ling Xiaoyan came over and knocked on the car window, pointed to the street sign ad and asked Zhang Ke: "I thought Dai'er's huge color photo would replace Liu Tianwang?"

"It's too monotonous to reflect the level," Zhang Ke smiled, pressing the window probe to ask Jiang Dai'er at the back: "Is there any pressure to return to Huishan?"

Jiang Dai'er clutched her chest and said, "Fortunately, I am still worried about this in the car..." Bright eyes glanced at the street sign advertisement. She was worried about Zhang Ke's overly gorgeous style before, fearing that he would be on the street sign in Guanqian Square. A large image of her was replaced in the advertisement. She hasn’t told her about her image of Aida. Even if her mother saw her five-second advertisement on CCTV, she might think she was a girl with similar looks. If it is too big at the door of the house, let the family feel. Don't know what will happen? Of course, when she saw the most valuable outdoor advertisement in Huishan City, she didn't put on her own image. It is inevitable to feel a little disappointed.

"Ah!" Xu Wei glanced back, screamed, and couldn't help covering his mouth, as if seeing something terrifying.

Jiang Dai'er and Ling Xiaoyan looked back at the same time, and they were both surprised.

Zhang Ke got out of the car and leaned the door to the back. A double-decker bus slowly drove past Guanqian Square from the direction of Hanfang Bridge. A large-scale spray-painted commercial photo of Jiang Dai'er leaning over and staring at the DVD player covered the body of the double-decker bus. The colors are bright and eye-catching, and Jiang Dai'er on the screen is vivid. Wearing an orange suspender dress, she is charming, but she feels cool and refreshing from the scorching heat. On the boiling hand-playing screen, Jiang Dai'er leaned down and stared at the textured body of the DVD player. Her delicate and red lips gave people the feeling that she was blowing gently towards the DVD player. Probably anyone would have a relationship with the DVD player. The luxury of changing positions.

The four-meter-high picture is clearly visible even if it is sixty meters away.

"How do you feel?" Seeing Jiang Dai'er and the others with their surprised expressions, Zhang Ke whistled softly, "Catch up with Huishan's launch of a brand-new double-decker bus on the Cufang Bridge and Miaoxuanguan route. I bought the rights to the advertisements for the body of ten double-decker buses. The production of the body advertisements is a bit more troublesome, so it was postponed to today’s official product exhibition...

Although as early as the Republic of China in Shanghai, you could see time-honored body advertisements on trams running everywhere. This situation is also common in movies. However, in the mid-1990s in China, the most common body advertisements were The important form of outdoor advertising has not been paid much attention. In 1995, there were almost no body advertisements covering the whole car in China.

The exhibition of body advertising is still the enthusiasm of body advertising in the entire Internet industry in 1999. Zhang Ke has always had a deep impression of the eye-catching Sohu fox footprints and tail on the bus body.

As the only mobile outdoor media, car body advertisements can actively appear in the eyes of ordinary citizens and become the most effective form of advertising outside of TV media. Since car body advertisements have just started in 1995, they are still not taken seriously. The cost of advertising is unexpectedly low, and the cost of advertising on the body is even much lower than that of advertising on the radio station.

Zhang Ke had long decided to use car body advertising as the most important marketing method besides CCTV advertising, but when the event was held in the provincial capital, the time was too late.

Everyone got off the bus and waited for the second double-decker bus to pass. This was the second time that Huishan City’s public transportation system introduced this type of double-decker air-conditioned bus. Ten of them were purchased this time, with tall and elongated bodies and beautifully colored advertisements. , It immediately attracted the attention of tourists and citizens on the square.

Many people passed by and were still talking: "The businesses nowadays are really amazing. The advertisements are all on the bus."

The general manager of Feihong Advertising, Jing Feihong, and Huishan dealers soon drove over to meet. They also saw the spectacular double-decker bus along the road. Jing Feihong got off the bus and walked to Zhang Ke's side and said: After the production is done, the bus company will regret it, and the price will be lower."

Ten double-decker buses cost only 200,000 yuan a year for advertising, but the production cost is a bit higher. Even so, the advertising cost of a year’s advertising on the bus line through Huishan’s most prosperous city is not enough. 300,000 yuan, and the large-scale street sign advertisement opposite the Baiyi store in the provincial city will cost millions of dollars a year.

Zhang Ke said: "It's not bad. The current body advertisements are at this price. The brand-new double-decker buses may be more eye-catching, so they are more conspicuous. To do a good job of market feedback surveys, the production in Shanghai should also be stepped up."

Jing Feihong smiled and said: "If we can win the rights to the advertising of the bus body in the provincial capital, will Feihong Company be helpful?"

Zhang Ke smiled and said: "There are nearly 3 million people in the central urban area of ​​the provincial capital, and more than 4,000 buses. With the advertising cost of 20,000 yuan per bus, the entire city has a market of nearly 100 million. The potential can be tapped, and it is quite promising. It depends on the relationship between Feihong Company and the public transportation system."

There is no strong relationship. It is absolutely impossible to get the body advertising agency rights for the entire city. Jing Feihong smiled sorrowfully, and said: "If you can help, there will be hope..."

Zhang Ke shook his head. He didn't want to stretch out his hands too long. The act of trying to occupy it would be very annoying. He smiled and said, "Go ask Brother Ye if you are interested, I don't have the energy..."

Jing Feihong and Huishan's dealers came to meet, and they asked them to lead the way and drive to the Chishan Hotel.

No other distributors were invited to the conference this time, mainly the local media in Huishan, the home appliance managers of major Huishan shopping malls, and the private business owners engaged in the batch business of home appliances. The scale and level of this event cannot match the provincial cities. The cloth is on par.

Of course ~www.readwn.com~Zhang Ke only needs this scale and level, otherwise his pockets will be tight.

But at the product launch site, I expected to see two people who unexpectedly arrived: Ye Hong and Xie Jiannan.

Zhang Ke was a little surprised, bowed his head and said to Zhou Yu: "Don't you remember to invite these two young and old from Huishan City?"

Zhou You didn't know about Ye Hong's entanglement with Jiang Dai'er. He pointed to Ye Hong and asked Zhang Ke: "Um, staring at Jiang Dai'er, as if to eat her."

"He dared to have this idea," Zhang Ke smiled contemptuously. "The young boss of Jiangtian Group, the Mercedes that I smashed beyond recognition, may have been borrowed from Xie Jiannan after returning to China."

Zhang Ke thought that they probably came here after seeing the body advertisement on the double-decker bus, but did not expect Ye Hong to stand excitedly at the entrance of the venue and stare at Jiang Dai'er for a long time before pointing her finger at Jiang Dai'er, his lips trembled and said "Unexpectedly, you would show up and shoot commercials. Look at the commercial stars on TV. Which one does not rely on naked meat? Maybe you still think about being a star. Don’t you think that the female stars who kiss and hug men on TV are all Is it disgusting, do you want to be like this in the future? How can you be worthy of me like this? How can you be worthy of our Ye family?"