Chapter 260

The power of CCTV Biao Wang first involves dealers everywhere. Among similar products, IDA electronics is crowned with the halo of CCTV Biao Wang. They are more willing to spend more energy on * * Da's products. IDA can take 80 million to advertise on CCTV. In their eyes, it must be a powerful big company, and they also know that in similar products, Aida DVD player will be the best seller and will bring them the greatest profit; The second is the specific shopping malls and home appliance business departments. They are always willing to put the products with the most potential to sell well on the most eye-catching counters, and are willing to leave an important position in the store and store advertising to make this product more popular; The second is the counter staff, who are more willing to recommend Aida products to customers, because Aida DVD player is crowned with the halo of CCTV Standard King, which is more persuasive and easier to succeed, so as to make their work performance higher; Of course, a powerful dealer can also exert influence on shopping malls and specific counter personnel; Even customers who do not have a specific concept of DVD players will try to take a fashionable DVD player home to have a look after hearing the publicity of the counter staff because they are superstitious about the authority of CCTV.

Even if the concept of CCTV Biao Wang is not familiar to ordinary people, even if the Biao Wang advertisement of Aida DVD player has not been officially broadcast, the sales of Aida DVD player in various places have begun to soar.

The timely feedback of IDA's market performance will further strengthen the above factors in the market circulation process.

Out of stock, out of stock, out of stock

For dealers everywhere, the most painful thing is this.

At first, Aida electronics left dealers with a high profit margin of 200 to 400 yuan per machine.

Before Zhang Ke and Zhou you went to Beijing to compete for the CCTV Standard King, he did not contact the dealers in Beijing in advance, but he urgently prepared 1000 sets of goods for Beijing. After winning the CCTV Standard King, 1000 machines sold out in five days.

Liu Minghui was doing marketing in Guangzhou. The market publicity and the media's bombing report on CCTV Biao Wang made Guangzhou's sales catch up with Beijing, and Guangzhou's stock volume sold out. Liu Minghui had to suspend his marketing activities in Guangzhou in advance and return to Haizhou. Less than one third of the planned 3 million publicity fee was used up. History has changed. Zhongshan aido has not made any action on the Guangzhou market until late November. Presumably, they also know that no sharp market offensive can achieve the expected results in the face of the storm of CCTV Biao king. It's better to wait for Aida electronics to take a breather.

In Haizhou City, IDA hardly invested in advertising. After the CCTV Biao Wang news broadcast, the sales volume reached 50 units a day. This is the result of Zhang Ke's limited supply. The result is that the more limited the supply is, the more urgent the market demand is, and some people find a relationship to deliver notes directly to the factory.

Because Zhang Ke asked the marketing department to select dealers from all over the country on the condition of cash order, even if dealers in many places are willing to try to represent IDA's products, they will not take any risk to get much goods at once. Most dealers in second and third tier cities have only about 20 or 30 sets of goods at most. Such a low stock is not even enough for the impact of the media storm.

In the face of the strong market demand fed back by the market terminal, but the goods can not be supplied, they can only watch the readily available profits hover outside their pockets, so that dealers chasing money can not suffer?

The dealers in East China are a little better. IDA has developed the East China market most thoroughly. Its market share exceeded that of Samsung and pioneer in September. After three or four months of adjustment, the dealers in East China have a relatively sufficient stock volume, but it will never last until the end of the month.

In late November, the first logistics base built in the East head of Yilong town and the electronic industrial park of Haizhou city was surrounded by vehicles sent from all over the country to directly collect money and pull goods. Many dealers directly paid the money to Aida's account without even saying hello, just to be more upright and vigorous when pulling goods. Zhang Ke asked the marketing department to first ensure the supply of first tier cities. When the DVD player is still semi luxury, first tier cities will always be the main battlefield. Secondly, it should ensure that the gap left by second tier medium-sized cities, third tier cities and a larger number of counties can only be taken advantage of by those video player manufacturers with fake labels.

The problem of OEM and counterfeiting is a problem that has plagued China for more than ten years and can not be solved smoothly. It is precisely because of this problem that the commercial resources of terminals are concentrated in large stores and shopping malls, because people who have suffered losses from fake and shoddy products increasingly trust the commercial reputation of large stores and shopping malls.

It is useless to stare at manufacturers and dealers. It is only useless to stare at the main shopping malls and stores in various cities. Large shopping malls and stores in cities are still the main market exports of civil goods, especially household appliances. Few people buy household appliances worth more than 3000 from rural supply and marketing cooperatives, wholesale markets and small business stores, Using CCTV's extremely strong public information resources to deter these large shopping malls and stores can solve the main problems.

While constantly asking IDA to increase supply, dealers all over the country also realize that in another month, they will not have the agency right of IDA electronics. Except that a few dealers such as Shanghai yongchengjiao Household Appliance Co., Ltd. have long recognized Aida's products and market means and paid a huge amount of deposit, other dealers have no agency right in 1996.

At the end of November, amidst chaos and boiling, IDA electronics held the first dealer conference.

The purpose of holding the dealer conference is not only to eliminate dealers with weak strength and market level, select dealers with strong strength and rich market resources, and improve the overall quality of the dealer network, Zhang Ke also frankly admitted: "encircling money!"

After half a month of confusion and boiling, the management of Aida Electronics was tired, but very excited. As the general agent in East China, ye Jianbin was also invited to attend the internal meeting of Aida electronics. He heard Zhang Ke speak out his sinister intentions brazenly. He was holding a mouthful of mineral water in his mouth, which was about to spray out. He swallowed the water hard, Pointing to Zhang Ke, he said, "you can't change a euphemism. At least it makes me feel comfortable after listening to it..."

"To put it mildly, it's also to encircle money." Zhang Ke spread his hand and didn't mind what others thought of him, "Aida electronics is still an enterprise with partial whole unit installation. The investment in fixed assets is not high, and the demand for working capital is particularly huge. In the past, we proposed the mode of payment and order. There is almost a time difference of 10 to 15 days from payment to supply. If the marketing volume is 100 million a month, we can draw 30 to 50 million working capital from it. But at present The situation is that more and more dealers directly drive trucks with cash and checks to pull goods, that is, the time difference does not exist. The working capital we draw will shrink greatly compared with the expanding turnover, which will bring additional pressure to our capital chain... "

Ye Jianbin said with a smile: "the hot sale of products will also bring additional trouble. It's really a happy pain..."

Everyone here laughed. Su Jindong, Ding Huai, Zhou you, Yang Yun, Zhou Yiping, Jiang Wei and Liu Minghui all followed Zhang Ke early in the morning. Lu Qingsheng also won everyone's trust with his excellent management ability. Yang Zhipu was originally the factory director of Haizhou No. 2 radio factory. After the factory was acquired by Aida, he was recommended by song Peiming to serve as the deputy manager of production and operation Department and the division of components The general manager of the company, for him, in addition to the product changes on the production line, his personal income is almost 20 times higher than before. Because the chaos in Haizhou City exceeded everyone's expectations, Zhang Ke didn't let Tao Xing, who has rich experience in financial operation, go to the Hong Kong company to help him travel around to manage the dealer network and put the current situation first Face to face with the past, but also let him have an in-depth understanding of ADA's situation.

Zhang Ke licked his lips, but without the slightest embarrassment, said: "Holding a dealer conference to select powerful dealers with more abundant market resources is also self-evident for Aida electronics. However, we don't have enough time to observe their market resources one by one. The only standard is economic strength. We need to set a margin threshold for dealers. Let me talk about the standard I envisage, points Category III: the agency deposit of category I cities is 5 million, category II cities is 3 million and category III cities is 1 million. As for which cities should be classified as category I and which cities should be classified as category II and category III, the marketing department is responsible for the specific operation... "

Ye Jianbin was surprised and said, "how much do you want to circle this time?"

Zhang Ke smiled: "next year's monthly output will be 100000 units. Without 200 million working capital, how can it be enough?"

Ye Jianbin did not say it was impossible. Think about the dealers who crowded the main hotels in Haizhou city from all over the world, and there are many dealers who are superstitious about the authority of CCTV and are willing to take the bait. We can't say that these dealers are stupid. Isn't Sheng Xin offering a deposit of 15 million in Aida without a clue?

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