Chapter 200

In the mid-1990s, ordinary citizens did not have any immunity to advertising. At that time, there was even the saying that "the strength of advertising is as big as the market". However, the control of profit margin and market operation cost became the most difficult problem for enterprises at that time. Many enterprises could achieve tens of billions of sales, but the profits were swallowed up by disorderly market operation.

Zhang Ke didn't think about this for no reason. He asked Fu Jun to drive him to Shengxin company. He felt thirsty and bought a bottle of xurisheng iced tea in the downstairs convenience store. He thought of the enterprise that became famous two years later, achieved 3 billion in sales in just two or three years, and the shops of miscellaneous shops in villages and towns were covered with their advertisements. At its peak, this enterprise established 48 sales companies all over the country, and more than 8600 sales personnel were sent by the head office, which enriched a large number of people who had their own pockets. In the end, this enterprise did not generate a penny of profit from beginning to end except for more than one billion losses and debts.

Zhang Ke unscrewed the bottle cap for a sip, took the beverage bottle into Shengxin company, directly went into the office specially prepared by Shengxin company for Aida marketing team, put the beverage bottle on the table and received the report handed over by Ye Xiaotong. This is the sales data submitted by dealers in various regions yesterday.

Ye Jianbin learned from Zhang Ke's practice in Jinhu and prepared drinks such as coffee for the employees. Ye Xiaotong looked at the plastic bottle Zhang Ke placed on the table. In 1995, xurisheng was not widely known and asked him, "how did you think of drinking this?"

"What's the matter?" Zhang Ke picked up xurisheng iced tea, skimmed his mouth and said, "the combination of traditional green tea and carbonated drinks, a new variety other than traditional bottled drinks, this iced tea may be hot..."

"That's why I drink it?" Zhou you took the iced tea from Zhang Ke's hand, carefully looked at the label, opened the bottle cap and took a sip, "well, it feels good."

In just four or five months, Jinhu contracted five more paper mills. Whether in terms of capital, technical scale or existing management mode, Jinhu is in a bottleneck period. We have to digest it well to continue the next expansion. Most of the cultural paper produced has been digested by the provincial market. After traveling around to establish a dealer network for Jinhu, there is not much pressure on marketing. Zhang Ke had previously proposed to borrow the tour, and ADA's market operation had started. After Xie Wanqing returned to Haizhou, she immediately sent the tour to the provincial capital to assist Zhang Ke, but the burden on her shoulder was much heavier.

"I'm not here today to discuss iced tea and hot tea. Since I promised to go to Shanghai to do the market in late July, why do I still stay in the provincial capital after a week? Do other cities in the province want to do it?" Ye Xiaotong asked Zhang Ke.

Sheng Xin's team in charge of Aida DVD player marketing is in the charge of Ye Xiaotong. This time, she volunteered not to be ye Jianbin's assistant; Ye Jianbin consciously found himself a big male secretary.

Ye Xiaotong wanted to see the difference between commercial talents and ordinary people from Zhang Ke. The original plan was to quickly cover the market in the province after the press conference. Who would have thought that Zhang Ke would stay in the provincial capital for a week, in addition to maintaining the advertising intensity in the provincial capital every day, In addition, ye Xiaotong was asked to summarize the sales data reported by local dealers.

"Yes, of course," Zhang Ke sat down to read yesterday's sales data, "but before that, you should know how to do it. It's not a simple plan to copy the provincial capital market. In that case, why should I suffer with you?"

"It's only seven days since the press conference. What can we see from the sales data in such a short time?"

"At present, the types of advertisements we invest in are still very limited, and there are time domain and regional limitations, so that we can more accurately judge the effect and radiation range of all kinds of advertisements."

When it comes to sales data, ye Xiaotong can't help being proud: "in just seven days, IDA's machines have sold 300 units in the provincial capital, even surpassing Samsung and becoming the first brand of DVD players. If such advertising intensity is maintained, the sales volume of 10000 units in East China can be reached every month, which can compete with Samsung DVD players in East China..."

"The regional limitations are very strong, and the advertising cost invested by IDA in East China will be three times that of Samsung, so there is nothing to be proud of..." Zhang Ke is not afraid of Samsung. The quality of Samsung DVD player based on the first generation decoding chip is very unstable and the repair rate is very high. Although it is a large international manufacturer, it casts a shadow on the quality problem of DVD player, As a result, Samsung will soon withdraw from the competition in the DVD player market.

"There's no way. The popularity of Samsung brand in China is not comparable to that of IDA. They save a lot of effort in brand publicity..."

"The help of advertising to profits is not as magical as you think. We plan to invest 4 million advertising expenses in this city within a year. Based on the current profit space, it means that we have to sell 5000 machines here to make up for the deficit in advertising expenses. In addition, we have to share the advertising expenses on national media, considering the cost of a year The reason why the profit space will be compressed in advertising will be more complex. If we can't accurately calculate the intensity of advertising investment and the market effect that should be produced, the best advertising, once too much and too much, will have disastrous consequences for the enterprise itself. Therefore, we should be stingy with every investment in advertising, but we should also take out every effort as much as possible Money is used for advertising, which is really a headache, "Zhang Ke said with a wry smile.

When Shengxin launched Ericsson 398, the marketing plan was formulated by Zhang Ke. Shengxin marketing department was just a pure executor. Ericsson 398 achieved great market success, which made Ye Xiaotong, Shao Xinwen and others fully recognize Zhang Ke's brilliant talent in market operation.

Sure enough, Zhang Ke's accurate judgment of the market is not intuitive. Ye Xiaotong is afraid that Zhang Ke is the kind of person who is naturally keen on the market but lacks rational understanding. In that case, what else can she learn from Zhang Ke?

"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 analysis methods based on the characteristics of the domestic commodity market were established at the end of the era of big sales. People who do the market in front of them should have some confusion.

Zhang Ke smiled and said: "Only considering individual advertising factors and drawing the sales data of various places into a square matrix, we can clearly see the radiation effect of advertising investment in regional central cities on the surrounding areas. Although we have not yet put advertising on Huishan, 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 capital, the provincial capital is different This kind of information is relatively easy to spread to Huishan. The restrictions of advertising forms on the effect include CCTV, Donghai TV, Donghai evening news, today's morning post, press conference, light box advertising and some outdoor publicity activities. This kind of advertising form should be carefully investigated; another point is very important because Huishan dealers know Our next market promotion is in Huishan, so they are also actively preparing. As long as they can put IDA DVD players on the home appliance counters in major shopping malls, the final results are not comparable to those dealers who do not pay attention to the construction of terminal channels. "

Although Ye Xiaotong thought he was an elite in marketing, he had to admit that Zhang Ke exceeded them too much. He squeezed his eyebrows and said distressedly, "I'd rather believe in intuition to consider so many factors."

The boldness of market operation makes it difficult to believe that he has an accurate grasp of market operation, and the fact is that he knows everything. Ye Xiaotong can only sigh at the level of such a genius.

Zhang Ke smiled. Why did he insist that Zhou you come to help him? Because he won't always have time to refine the market channels, he must have 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 directly with him to help himself, and asked Liu Minghui to go outside East China to build a dealer network. Liu Ming Hui seems to stand in the way, but his achievements will be very limited. Finally, Zhang Ke has to travel around to deeply explore these markets once or several times in order to really do the market.

Zhang Ke leaned back and pressed the back of the chair almost to the ground. He leaned back and asked Xu Wei, Jiang Daier and Ling Xiaoyan, who were sitting far away at the conference table, "are you going to Huishan? We'll go to Huishan tomorrow."

Zhang Ke goes to Shengxin company every day. As a routine, he first discusses with Ye Xiaotong and travels around the art room for a while, and then communicates with others in the team, so that Xiao Yan can directly join the team as ye Xiaotong's assistant.

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

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

The advertising intensity of Huishan is much weaker than that of the provincial capital. Before Zhang Ke and their arrival in Huishan, Huishan dealers convened stores and media to hold a product launch warm-up press conference, 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 These print media published 1 / 4 version of soft text advertisements for a total of 60 times.

In addition to the five second advertising of CCTV, the advertising coverage is not bad, but to connect the TV media and print media advertising aimed at brand notification with the sales terminal, a more direct advertising form is needed to always impress the hearts of ordinary citizens.

On July 13, Zhang Ke, ye Xiaotong, Zhou you and others arrived in Huishan to attend the official product launch in the evening.

After a short period of cooperation, Zhang Ke also officially chose Feihong advertising company as the advertising agent of IDA.

Shengxin's team is the main body in the preparation of the press conference in the provincial capital, but the promotion activities in other cities will be dominated by the team of Feihong company. The team led by Zhang Ke, ye Xiaotong and Zhou you is only responsible for the overall decision-making. Feihong company cooperates with local dealers to specifically implement the marketing plan. After all, a large number of advertising production and release workload is huge and professional The requirements are also quite high.

The car drove directly to the vinegar square bridge in the center of Huishan and stopped at the square in front of Miaoyuan temple. Recalling that he passed here with Xu Si at the beginning of the year, Zhang Ke smiled and watched Jiang Daier and Xu Wei emerge from the business car behind. As soon as they came out, they looked up at the tallest and most striking billboard in front of the square in front of the temple, or the handsome shape of Liu Dehua holding Ericsson 398 mobile phone Elephant.

Ling Xiaoyan came over and knocked on the window. Pointing to the street sign advertisement, she 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, pressed the window probe and asked Jiang Daier behind him, "is there any pressure back to Huishan?"

Jiang dai'er covered her chest and said, "fortunately, I'm still worried about this in the car..." she glanced at the street sign advertisement. She was worried about Zhang Ke's too gorgeous style. She was afraid that he would replace her large image on the street sign advertisement in Guanqian square. She hasn't talked to her family about her role as an image spokesman for Aida. Even if her mother sees the five second advertisement on CCTV, she may think it's a girl with similar looks. If she makes too much noise at the door of her home and makes the family find out, I don't know how she will react? Of course, when she saw the most valuable outdoor advertisement in Huishan city and didn't change her image photo, she inevitably felt a little lost.

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

Jiang dai'er and Xiao Yan looked back at the same time and were stunned.

Zhang Ke gets out of the car and holds the door to the back. A double decker bus slowly passes through the Guanqian square from the direction of Hanfang bridge. The advertisement picture of Jiang Daier bending over and staring at the DVD player is painted in a large scale. The color of the double decker bus covers the body of the double decker bus. The picture is lifelike. Jiang Daier is wearing an orange suspender skirt, beautiful and bright, but gives people a cool feeling in the hot summer, In the picture, Jiang Daier leaned over and stared at the textured body of the DVD player. Her delicate red lips gave people the feeling that she was blowing gently towards the DVD player with a wonderful radian. Probably everyone would have the luxury of changing the position with the DVD player.

The four meter high picture is clearly visible even if it is 60 meters away.

"How do you feel?" looking at Jiang Daier's surprised expression, Zhang Ke gently whistled, "when Huishan launched a new double decker bus on the vinegar square bridge and Miao Xuanguan line, I bought the body advertising release right of ten double decker buses. The production of body advertising was a little more troublesome, so I delayed to hold a formal product launch today..."

As early as in Shanghai during the Republic of China, time-honored body advertisements could be seen on trams running everywhere, which was also common in movies. However, in the mid-1990s, little attention was paid to body advertisements, the most important form of outdoor advertising. In 1995, almost no body advertisements covering the whole car could be seen in China.

The great development of body advertising is still the popularity of body advertising in the whole network industry in 1999. Zhang Ke has always been deeply impressed by the eye-catching fox footprint and tail of Sohu on the bus.

As the only mobile outdoor media, body advertising can actively appear in the vision of ordinary citizens and become the most effective advertising form outside the TV media. Because body advertising has just started in 1995, it is still not valued. The cost of body advertising is expected to be low, and the cost of body advertising is even much lower than that of advertising in radio stations.

Zhang Ke has long decided to use body advertising as the main marketing means other than CCTV advertising, but he couldn't catch up with the time when the provincial capital held a press conference.

Everyone got off the bus and waited for the second double decker bus to pass. This is also the first time that Huishan public transport system introduced this double decker air-conditioned bus. For the first time, it bought ten tall and elongated bodies, coupled with dazzling advertising patterns, which immediately attracted the attention of tourists and citizens in the square.

Many people pass by and are still talking: "now the merchants are really great. The advertisements are on the bus."

Jing Feihong, general manager of Feihong advertising, and Huishan dealers soon drove over to meet. They also saw the eye-catching event of the double deck bus along the road. Jing Feihong got off and walked to Zhang Ke and said, "as soon as this advertisement was made, the bus company regretted it and offered a lower price."

The annual cost of advertising ten double decker buses is only 200000, but the production cost is a little high. Even so, the annual advertising cost of body advertising on the most prosperous bus line passing through Huishan city is only 300000, while the annual cost of large signboard advertising opposite Baiyi store in the provincial city is millions.

Zhang Ke said: "it's OK. The current body advertisement is at this price. Maybe the new double decker bus is more eye-catching, so it's more conspicuous. However, it will take some time to know whether it can achieve the expected effect. You should do a good job in the market feedback survey and pay close attention to the production in Shanghai."

Jing Feihong smiled and said, "if we can win the advertising right of bus body in the provincial capital, will it help Feihong company?"

Zhang Ke smiled and said, "there are nearly 3 million people and more than 4000 buses in the central urban area of the provincial capital. With a body advertising fee of 20000 yuan per bus, the whole city has nearly 100 million market potential to tap. It is still quite promising. It depends on the relationship between Feihong company and the bus system."

There is no perfect relationship. It is impossible to get the body advertising agency right of the whole city. Jing Feihong smiled and said, "if you can help, there will be hope..."

Zhang Ke shook his head. He didn't want to stretch out his hand too long. The behavior of trying to take all the benefits would be very annoying. He smiled and said, "go and ask brother ye if he is interested. I don't have that energy..."

Jing Feihong and Huishan's dealers came to meet and let them lead the way to Huishan hotel at the product launch site.

This press conference did not invite other dealers, mainly local media in Huishan, home appliance department managers in major shopping malls in Huishan and private business owners engaged in home appliance wholesale business. The scale and level can not be compared with that release in the provincial capital.

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

But at the product launch site, I was surprised to see two unexpected people: Ye Hong and Xie Jiannan.

Zhang Ke was a little surprised. He bowed his head and said to Zhou you, "I don't remember inviting these two young people in Huishan?"

Zhou you didn't know that ye Hong was pestering Jiang dai'er. Pointing to Ye Hong, he asked Zhang Ke, "who is that? Staring at Jiang dai'er, it seems that he wants to eat her."

"He dares to have this idea," Zhang Ke smiled contemptuously. "The little owner of Jiangtian group, the Mercedes Benz that was smashed beyond recognition by me, may have been borrowed from him after Xie Jiannan returned home."

Zhang Ke thought that they probably came here after seeing the body advertisement on the double decker bus, but he didn't think that ye Hong stood at the entrance of the venue with an excited look and stared at Jiang Daier for a long time, then pointed to Jiang Daier and said with trembling lips: "I didn't expect you to appear in public and shoot advertisements. Look at those advertising stars on TV. Which one doesn't eat by exposing meat? Maybe you still want to be a little star. Don't you think those female stars kissing and hugging men on TV are disgusting? Will you do the same in the future? How can you afford me and deserve our Ye family?"

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