Rebirth of the Official Business Route

In the middle of the 1990s, ordinary citizens were not immune to advertising. At that time, there was even a saying that the strength of the advertising, the size of the market, but the control of profit margins and market operating costs became the most difficult problem for enterprises at that time. The sales of enterprises can reach billions of dollars, but the profits are swallowed up by disorderly market operations.

Zhang Ke didn't think about this issue for no reason. He asked Fu Jun to drive him to Shengxin Company. Feeling a little thirsty, he bought a bottle of Rising Sun Iced Tea at the convenience store downstairs. , sales of 3 billion in just two or three years, and township grocery stores are covered with their advertisements. This is the company. At its peak, forty-eight sales companies were established across the country, and more than 8,600 sales staff were dispatched by the head office, which enriched a large number of people with pockets. In the end, this company lost billions of dollars in losses. With debts, there has never been a penny of profit from the beginning to the end. Novel chapters are updated the fastest

Zhang Ke unscrewed the bottle cap and took a sip, then took the drink bottle into Shengxin Company, went directly into the office specially prepared by Shengxin Company for the Aida marketing team, put the drink bottle on the table, and took the bottle from Ye Xiaotong. The report from here is the sales data submitted by dealers in various regions yesterday.

Ye Jianbin imitated Zhang Ke's practice in Kumho, and prepared drinks such as coffee for the employees. Ye Xiaotong looked at the plastic bottles Zhang Ke placed on the table. This? Fiction novel chapters are updated the fastest

What's the matter? Zhang Ke picked up the Rising Sun Iced Tea, curled his lips, and said, A combination of traditional green tea and carbonated beverages. A new variety other than traditional bottled beverages, this iced tea may become very popular...

Drink it because of this? Zhou You took the iced tea from Zhang Ke, looked at the label carefully, opened the bottle cap and took a sip, Well, it feels good.

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

I'm not here to discuss iced tea and hot tea today. Since I promised to go to Shanghai for the market in late July, why did I stay in the provincial capital after a week? Do you want to make it in other cities in the province?

Ye Xiaotong asked Zhang Ke.

Ye Xiaotong is in charge of Sheng Xin's Aida DVD player marketing team. This time, she volunteered and no longer serves as Ye Jianbin's assistant;

Ye Xiaotong held back his breath and wanted to see the difference between a business genius and an ordinary person from Zhang Ke.

The original plan was after the press conference. Quickly cover the advertisements of city kitchens in the province.

Who would have thought that Zhang Ke would stay in the provincial capital for a week, except for maintaining the intensity of advertising in the provincial capital every day. Another thing is to ask Ye Xiaotong to summarize the sales data reported by dealers from all over the country.

Do it, of course you have to do it, Zhang Ke sat down and read yesterday's sales data. But before that, you need 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 follow you to suffer?

It's only been seven days since the press conference. In such a short period of time, what can be seen from the sales data?

The types of advertisements we are currently investing are still very limited, and there are time and geographical limitations, so that we can more accurately judge the effects and radiation range of various advertisements.

When mentioning the sales data, Ye Xiaotong couldn't help but feel proud: In just seven days, Aida sold 300 units in the provincial capital, and even surpassed Samsung to become the number one brand of DVD players. If we maintain this kind of advertising intensity , the sales volume of the entire East China region can reach 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 expenses in East China will be three times that of Samsung, and there is nothing to be proud of... Zhang Ke is not afraid of Samsung. Samsung DVD players are based on the first generation of decoding The quality of chip products is very unstable, and the repair rate is high. Although it is a major international manufacturer, it has cast a shadow over the quality of the DVD player, so that Samsung will soon withdraw from the DVD player market.

There's no way around that. The popularity of the Samsung brand in China is not comparable to that of Aida. They save a lot of effort in brand promotion...

Advertising's help to profits is not as amazing as everyone imagined. 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 will sell 5,000 machines. , in order to make up for the shortfall in advertising expenses. In addition, the advertising expenses on the national media must be shared equally. Considering the reason that the profit margin will be compressed within a year, the problem of advertising investment will be more complicated. If It is impossible to accurately calculate the intensity of advertising investment and the market effect that should be produced. No matter how excellent an advertisement is, once it is too much, it will have disastrous consequences for the enterprise itself. Therefore, we must be stingy with every cent invested in advertising , but it is really a headache to spend every penny on advertising.” Zhang Ke said with a wry smile.

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

Sure enough, Zhang Ke's accurate judgment of the market did not come from intuition. Ye Xiaotong was afraid that Zhang Ke would be the kind of person who was naturally keen on the market but lacked rational understanding. In that case, what could she learn from Zhang Ting?

The data models established abroad seem to be very applicable to domestic market analysis. How did you analyze it?

The domestic commodity market in the 1990s was called the era of big sales. Many analysis methods based on the characteristics of the domestic commodity market were established at the end of the era of big sales.

Zhang Ke smiled. Said: Only considering a single advertising factor, drawing the sales data of various places in a square matrix, we can roughly see the radiation effect of the regional central city's advertising investment to the surrounding areas. Although we have not yet advertised Huishan However, the sales volume of Huishan is obviously higher than that of other similar cities in the province. Because of the closer information exchange between Huishan and the provincial capital, various information from the provincial capital is relatively easy to spread to Huishan. The restriction of advertising form on the effect , the forms of advertisements we are currently launching in the provincial capital include CCTV, Donghai TV Station, Donghai Evening News, Today Morning News, press conferences, light box advertisements and some outdoor publicity activities. , because the dealers in Huishan know that our next marketing promotion will be 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 terminals. Channel-building dealers can compare.

Although Ye Xiaotong considers himself an elite in marketing. But he had to admit that Zhang Ke saw too many of them, and frowned. He said distressedly: There are so many factors to consider, I would rather trust my intuition.

The operation of the market is so bold that it is hard to believe that he has a precise grasp of the operation of the market, but the fact is that he understands everything by heart. With such a level of genius, Ye Xiaotong can only sigh behind him. Members hand.

Zhang Ke smiled slightly, why did he insist on letting Zhou You come over to help him? Because he will not always have time to refine the operation of the market channel. There must be someone who can really help him with this. Zhou You is much more reliable than Liu Minghui. So Zhang Ke asked Zhou You to stay by his side directly to assist him, and asked Liu Minghui to go outside East China to prepare for the establishment of a dealer network. Liu Minghui seemed to stand alone. But the results that can be made will be very limited. In the end, Zhang Lu Zhouyou will have to dig deep into these market kitchens one 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 the three girls Xu Wei, Jiang Daier, and Ling Xiaoyan who were sitting far away in front of the conference table: Are you going to Huishan? We will go to Huishan tomorrow.

When Zhang Ke came to Shengxin Company every day, he routinely discussed with Ye Xiaotong and Zhou Youyi Room for a while, and then communicated with the rest of the team. Xiaoyan, as Ye Xiaotong's assistant, directly joined the team.

Jiang Dai'er had to cooperate with the marketing campaign, so she and Xu Wei also temporarily joined the team.

Zhang Ke stayed in the provincial capital for a week. For him, he was thinking hard about how to control the intensity and rhythm of marketing, but Jiang Daier, Xu Wei, and Ling Xiaoyan were relatively relaxed.

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

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

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

After a short period of time, Zhang Ke also officially chose Feihong Advertising Company as Aida's advertising agency.

The preparations for the press conference in the provincial capital are mainly based on Shengxin's team, but the promotion activities in other cities will be dominated by Feihong's team. The team led by Zhang Ke, Ye Xiaotong, and Zhou You is only responsible for overall planning and decision-making. Feihong Company cooperates with local distributors to implement the marketing plan in detail. After all, the production and distribution of a large number of advertisements is a huge workload, and the professional requirements are also quite high.

The car drove directly to the Vinegar Square Bridge in the center of Huishan City, and stopped at the square in front of Miaoxuanguan. Recalling the beginning of the year and Xu Siye passing by here, Zhang Ke had a faint smile on his mouth, watching Jiang Daier, Xu Wei and the others from the past. The commercial vehicles behind poured out, and as soon as they came out, they looked up at the tallest and most eye-catching billboard in front of the square. It's still the handsome image of Andy Lau holding an Ericsson 398 machine.

Ling Xiaoyan came over and knocked on the car window, pointing to the road sign advertisement and asked Zhang Ke: Did you think Dai'er's huge color photo will replace Liu Tianwang?

It's too monotonous to show your level, Zhang Ke smiled, pressed the car window and probed Jiang Dai'er behind him: Is there any pressure to go back to Huishan?

Jiang Daier clutched her chest and said, Fortunately, I was still worried about this in the car... Bright eyes glanced at the road sign advertisement, and she was worried about Zhang Ke's too gorgeous style before, and she was afraid that he would show up at the road sign in Guanqian Square. The ad was replaced with a large image of her. She hasn't told her family about the image she made for Aida. Even if her mother saw the five-second commercial on CCTV, she might think it was a girl with a similar appearance. If it is too big at the door of the house, let the family feel it. Don't know what will happen? Of course, when she saw the most valuable outdoor advertisement in Huishan City, she didn't put a photo of herself on it. There is also a slight sense of loss.

Ah! Xu Wei looked back, screamed, and couldn't help covering his mouth, as if he saw something terrible.

Jiang Dai'er and Ling Xiaoyan looked back at the same time, they were all stunned in surprise.

Zhang Ke got out of the car, held the door to the back, and a double-decker bus drove slowly across Guanqian Square from the direction of Hanfang Bridge. A large spray-painted advertisement showing Jiang Daier leaning over to stare at the DVD player covers the body of the double-decker bus. The colors are bright and eye-catching, and Jiang Daier on the screen is lifelike. Wearing an orange suspender skirt, she is delicate and bright, but it gives people a cool and refreshing feeling in the scorching heat. On the screen of boiling hands, Jiang Daier leans over and stares at the textured body of the DVD player, and the wonderful arc of her delicate red lips gives people the feeling that she is gently blowing towards the DVD player. The luxury of changing places.

The four-meter-high picture can be clearly seen even if it is sixty meters away.

How do you feel? Looking at Jiang Dai'er and the others' surprised expressions, Zhang Ke whistled softly, When Huishan launched a brand new double-decker bus on the vinegar Fangqiao and Miaoxuanguan lines, I will Bought all the body advertising rights for ten double-decker buses, and the production of body advertising is a bit more troublesome, so the official product launch event was held until today... hand-printed

Although as early as the Republic of China in Shanghai, you could see body advertisements of time-honored brands from trams running everywhere, and this kind of situation was also common in movies, but in the mid-1990s in China, the most popular advertisement for body advertisements The important form of outdoor advertising is not very important. In 1995, there were almost no car body advertisements covering the whole car in China.

The big exhibition of body advertisements was also the enthusiasm for body advertisements in the entire Internet industry in 1999. Zhang Ke has always been deeply impressed by the eye-catching Sohu fox footprints and tails 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 advertisement besides TV media. Since body advertisements 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 advertising on radio stations.

Zhang Ke has long decided to use car body advertisements as the most important marketing means other than CCTV advertisements, but when the press conference is held in the provincial capital, there is no time to catch up.

Everyone got out of the bus and waited for the second double-decker bus to pass. This was the first time Huishan city public transport system introduced this kind of double-decker air-conditioned bus. The first time it bought ten buses, the tall and elongated body, plus the colorful and exquisite advertising patterns , It immediately attracts the attention of tourists and citizens on the square.

Many people passing by are still commenting: The business is really amazing now, and the advertisements are all on the bus.

Jing Feihong, the general manager of Feihong Advertising, and the Huishan dealer soon drove over to meet. They also saw the eye-catching grand occasion of the double-decker bus along the road. Jing Feihong got off the bus and walked to Zhang Ke's side, saying: If the production is good, the bus company will regret it, and the price will be lower.

Advertisements on ten double-decker buses cost only 200,000 yuan a year, but the production cost is a bit high. Even so, the advertising cost for one year is no more than 100,000 yuan for advertisements on the most bustling bus routes in Huishan City. 300,000 yuan, and the large-scale billboard advertisement opposite Baiyi Store in the provincial city costs millions of dollars a year.

Zhang Ke said: It's not bad. The current body advertisement is at this price. Maybe the brand new double-decker bus is more eye-catching, so it is more conspicuous, but it will take a while to know whether it can achieve the expected effect. Do a good job in the market feedback survey, and the production in Shanghai should be stepped up.

Jing Feihong said with a smile: If we can win the right to display bus body advertisements in the provincial capital, will it help Feihong Company?

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

Without a strong relationship, it is absolutely impossible to get the body advertising agency rights for the whole city, Jing Feihong smiled embarrassingly, and said, There is hope for Mr. Ke if he can help...

Zhang Ke shook his head. He didn't want to stretch his hand too far. It would be very annoying to try to occupy it all. He smiled and said, Go and ask Brother Ye if he is interested. I don't have the energy...

Jing Feihong and the distributors from Huishan came to meet him, and asked them to lead the way and drive to the Chishan Hotel where the product launch will be held.

No other distributors were invited to this press conference, mainly the local media in Huishan, the managers of the home appliance department of the major shopping malls in Huishan, and private business owners engaged in the wholesale business of home appliances. The scale and level cannot match the provincial capital. On par with that cloth.

Of course, Zhang Ke only needs such a scale and level, otherwise his pocket will be tight.

But at the product launch event, unexpectedly saw two people: Ye Hong and Xie Jiannan.

Zhang Ke was a little surprised, bowed his head and said to Zhou You: Did you remember to invite these two young men from Huishan City?

Zhou You didn't know about Ye Hong's entanglement with Jiang Dai'er, so he pointed to Ye Hong and asked Zhang Ke: Well, stare at Jiang Dai'er, as if he wants to eat her.

He dares to have this idea, Zhang Ke smiled contemptuously, The young owner of Jiangtian Group, the Mercedes-Benz that I smashed beyond recognition may have been borrowed from Xie Jiannan after he returned to China.

Zhang Ke thought that they probably came here after seeing the body advertisement on the double-decker bus, but he didn't expect that Ye Hong stood at the entrance of the venue and stared at Jiang Daier for a long time, then pointed at Jiang Daier, and said with trembling lips : I didn't expect you to show your face to shoot commercials. Look at those commercial stars on TV. Which one doesn't rely on showing their flesh to eat? Maybe you still want to be a small star. Don't you think those 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, how can you be worthy of our Ye family?