Reborn Industrial Tycoon

Chapter 387 Art needs to be sublimated (please subscribe)

In a luxurious western restaurant in Beijing, a man wearing a suit and tie walked in.

In the early 1990s, although this kind of formal dress with a suit and tie was not out of the ordinary, it was still far away from the lives of ordinary people. At least the ordinary working class people rarely had the opportunity to wear a suit and tie.

In big cities like Beijing, Shanghai and Guangzhou, dressing up in a suit and tie often means working in a foreign-funded enterprise or joint venture, or doing some foreign-related work.

The waiter in the western restaurant was also watching people take out dishes. When he saw the man in a suit dressed like this, he immediately greeted him warmly.

"Sir, who are you?" the waiter asked.

"I made an appointment with a boss named Li," the man replied.

"Are you Mr. Lu? Mr. Li is already waiting for you." the waiter asked immediately.

The man nodded, and the waiter invited the man to a table, where Li Weidong was already waiting.

"Are you Mr. Lu Guangming?" Li Weidong pointed to the seat in front of him and asked him to sit down.

"Hello, Boss Li." Lu Guangming sat down and said, "Boss Li is really young and promising, much younger than I thought."

The two exchanged some pleasantries, and then Li Weidong said, "Mr. Lu, to be honest, I invite you to meet this time because I hope you can come and work at our puppy electrical appliances."

"Boss Li, I also learned about the situation of your puppy appliances before I came here. In addition to making microwave ovens, you mainly make small household appliances. I am in the medical sales business. My major seems to be different from Boss Li's business.

Want to hang out?" Lu Guangming asked.

Li Weidong took out a brochure and handed it to Lu Guangming: "Mr. Lu, this is a new product just developed by our Puppy Electric. It's called a massage seat. It can perform physical therapy on the cervical and lumbar spine. I plan to establish

The sales department of massage seats, so I would like to ask Mr. Lu to be the head of this sales department."

Lu Guangming took the brochure, read it hastily, and then said, "Boss Li, do you plan to sell this product to hospitals?"

"No." Li Weidong shook his head: "I plan to sell this product through the hospital."

"Is there any difference?" Lu Guangming asked subconsciously.

"Of course there is a difference. What is sold in the hospital is regular medical equipment, while my massage chair is a health care equipment that can be used for physical therapy and rehabilitation." Li Weidong explained.

After Lu Guangming thought about it for a while, he understood the difference between the two.

"So they are selling health care products!" Lu Guangming frowned slightly, then shook his head: "Boss Li, I am a medical representative, and I only deal with regular drugs. I have no interest in selling health care products."

"Mr. Lu, don't be anxious, take a look at this contract first." Li Weidong said, handing a contract to Lu Guangming.

Lu Guangming looked at the contract and his expression suddenly changed. The annual salary of 100,000 made Lu Guangming wonder if he was dazzled!

In 1993, the average annual income of company employees was less than 3,000 yuan, but Li Weidong could actually give an annual salary of 100,000 yuan, which was more than 30 times that of ordinary workers. This was absolutely unimaginable at the time.

of high salary.

At least Lu Guangming cannot get such a large salary now.

"Boss Li, is this 100,000 annual salary real?" Lu Guangming asked incredulously.

Li Weidong said, "If Mr. Lu doesn't trust me, I can pay you one year's salary in advance after we sign the contract. But the salary is not really important. The important thing is the last one, your sales team can get 10%

sales commission.”

An annual salary of 100,000 yuan was really too tempting. With the consumption level at that time, an annual salary of 100,000 yuan was enough for an ordinary person to spend a lifetime. Even if Lu Guangming did not want to make health care products, he still felt extremely excited when facing an annual salary of 100,000 yuan.

"Boss Li, let me think about it and give you an answer." Lu Guangming was obviously shaken.

Li Weidong continued: "Mr. Lu, this massage chair of mine is different from the ordinary health care products on the market. This massage chair was developed by Professor Kang Guanghong of Capital Medical University. You are a medical representative

, you must have heard the name of Professor Kang Guanghong, right?"

"This was developed by Professor Kang?" Lu Guangming's attitude immediately corrected.

Those who make regular medicines naturally look down on those who sell health care products, so when he learned that Li Weidong approached him to sell health care products, Lu Guangming was full of disdain.

Now that he learned that the massage seat was actually developed by Professor Kang Guanghong, Lu Guangming's attitude suddenly changed 180 degrees.

As an authoritative expert on cervical and lumbar spine diseases in China, the products developed by Kang Guanghong, even if they are health products, are definitely effective. There is no shame in selling products developed by such authoritative experts.

So Lu Guangming asked: "Boss Li, how much do you plan to sell this massage chair for?"

"The original price is 8888!" Li Weidong replied.

"So expensive!" Lu Guangming was shocked.

"If there is a discount, the price after discount is only 3888! Less than half of the original price!" Li Weidong then replied.

"That's expensive enough. Ordinary people can't make that much money in a year." Lu Guangming said.

"The main reason is that the cost of marketing is high. In addition to sales commissions, I also plan to launch large-scale advertising."

Li Weidong paused and then said: "Speaking of sales commission, Mr. Lu, your sales team can get 10%. If it can sell 10,000 units, it will be a sales commission of close to 4 million. This is still

It’s quite objective.”

The number four million shocked Lu Guangming again. This was beyond his understanding of money.

In the early 1990s, Chinese people's understanding of money was not like that of a short video platform where the average monthly income per capita is one million. At that time, although there were already many households worth ten thousand yuan in society, "millionaires" were still not what ordinary people thought.

It's something I can't even imagine exists.

If you sell 10,000 massage chairs, you will get a huge commission of 4 million. This temptation is really too great!

Lu Guangming felt that it was really difficult for him to refuse such a good offer.

This is how you get rich!

…

This Lu Guangming is a pharmaceutical representative who currently works for a joint venture pharmaceutical company in the Special Administrative Region.

Li Weidong wanted to use the channels of doctors to sell massage chairs, but in the medical industry, Li Weidong was a layman and he didn't know many doctors at all.

Therefore, Li Weidong planned to directly find ready-made medical representatives to form a sales team, and use the doctor resources in the hands of medical representatives to build a complete sales network in a short period of time.

And this Lu Guangming is the most suitable candidate.

Lu Guangming was originally a doctor, but later switched jobs to a joint venture pharmaceutical company and became a medical representative. Relying on his connections in the medical industry, he was quickly promoted and is now responsible for drug promotion throughout North China.

.

In Li Weidong's memory, Lu Guangming was not willing to be a medical representative for the rest of his life.

In the late 1990s, Lu Guangming left a pharmaceutical company and opened a factory to produce medical devices. Starting from the simplest infusion equipment, after more than ten years, he actually took the company public and even acquired it.

A German company has acquired production technology for high-end medical equipment.

In this regard, Lu Guangming is much better than Li Weidong in his previous life. Lu Guangming was able to get his company listed, but Li Weidong had been stumbling for decades and experienced many failed investments. It was not easy for him to struggle.

To a net worth of hundreds of millions.

Nowadays, Lu Guangming is only the medical representative of the joint venture, but Li Weidong knows that this will be the future domestic medical device tycoon.

Based on this alone, if Lu Guangming were to sell massage seats, he would definitely be successful.

…

When it comes to medical representatives, most people will think of words like "black-hearted" and "kickbacks."

In fact, the profession of medical representatives originated in European and American countries. The first person to use medical representatives was the American pharmaceutical giant Johnson & Johnson. Later, pharmaceutical giants such as Novartis and Bayer also began to use medical representatives.

The existence of medical representatives is naturally to sell drugs, and foreign pharmaceutical companies have also strictly classified medical representatives.

The first type is a social activist. This kind of medical representative does not require very professional medical knowledge, but must be a social expert.

They mainly establish contact with doctors through various social activities, and then provide some services to doctors, such as seats in medical societies or seminars, or medical research resources. At the same time, they will also meet the doctors' spare time needs in exchange for doctors

For product prescriptions.

To put it simply, I provide you with a service, and you help me write prescriptions and sell medicines. However, this service does not involve direct transfer of money, which means that there is no direct kickback to the doctor. Of course, there are still some disguised bribes.

.

The second type is drug explainers. This kind of medical representatives have a good medical and pharmaceutical professional background and have been trained on many products. Their main responsibility is to inform doctors about the product as much as possible, so that the doctor can understand the product.

Have a comprehensive understanding.

The third type is drug sales experts. This kind of medical representatives are responsible for selling drugs. They have professional sales skills. They will investigate the market and customers, as well as competitors, and then develop new markets in a targeted manner.

.

The fourth type is professional medical representatives. This type of medical representatives has a relatively small number and can be regarded as an upgraded version of "medical commentators". Their job is to provide professional advice to Yiyi.

For example, when a doctor is taking medicine and is not sure about the dosage, he can call the medical representative to ask. In many cases, the medical skills of such professional medical representatives are better than those of doctors.

In the mid-to-late 1980s, foreign pharmaceutical companies began to move into China, established a number of joint ventures in the Pearl River Delta region, and then trained a group of medical representatives according to the models of European and American countries. These were the first batch of domestic medical representatives.

Medical representatives at that time did the same job as European and American medical representatives. They provided services to doctors, explained the efficacy and use of drugs to doctors, and acted as a bridge between hospitals, doctors, and pharmaceutical companies.

At that time, being a medical representative was a very proud job. They would never have imagined that in the future, medical representatives would become synonymous with "sales with money," "drug support," and "bribing doctors."

The reason for this is that in addition to the imperfect regulatory system, domestic pharmaceutical manufacturers are numerous, small, scattered, and chaotic, and have serious homogeneous products, resulting in extremely fierce competition among pharmaceutical companies. In order to be able to sell their products, they eventually

This gave rise to the “sales with gold” model.

Even if a slap in the face makes no difference, doctors also have responsibilities. Human beings' greed for money and the mismatch between doctors' income and their labor efforts are also the reasons why "sales with gold" can become so popular.

Compared with ordinary people, the income of doctors is high, but for people of the same level and the same level of effort, the income of doctors is not comparable at all.

For example, for a chief surgeon in a tertiary hospital in a first-tier city, the regular annual salary of 500,000 yuan is not a problem, it seems to be a lot.

But considering that if you want to enter a tertiary hospital in a first-tier city, you must at least graduate from 985, 211, study for five years for bachelor's degree, three years for master's degree, and three years for doctorate.

China recruits 8,000 medical graduate students every year, less than a quarter of whom are PhDs. If we only count 985,211, there will be no more than 500 students each year. And some of them are not in clinical medicine-related majors.

After entering the hospital, there are still three years of formal training. If you have outstanding ability, it will take another four or five years to become the chief surgeon. In other words, those who can become the chief surgeon must have a doctorate with more than ten years of formal clinical experience.

Compare those with PhDs in popular industries, such as the financial industry, who have ten years of working experience. If they earn one million a year, they will probably be ridiculed by their peers, right? For PhDs in popular technology industries, the starting salary is more than half a million, and ten years is enough to become a shareholder.

.

Even if you stay in the university to do scientific research and stay in 985 or 211 for ten years, you should have produced a lot of scientific research results. There is a youth program for senior officials and talents. If you just jump to a university in a third-tier city, the salary will be around 1 million, and the settling-in allowance will be low.

It also starts from 2 million.

In comparison, doctors pay more, but their income is the least.

Even compared with those within the system, doctors are still at a disadvantage. If you take the civil service examination with a doctoral degree, you will be admitted as a chief clerk, a serious professional level. Moreover, a doctoral degree of 985,211 also has an advantage in promotion.

It shouldn't be difficult to get to the deputy county level, right? It's quite possible to be promoted to the county level.

A county-level cadre is definitely not as good as the chief surgeon of a tertiary hospital in terms of legal income, but their power is not comparable to that of a chief surgeon.

The so-called golden ophthalmology and silver surgery, the chief surgeon has the highest income among doctors, but it is worthless to be a pediatrician. Not only the salary is small, but the risk of being beaten is also high.

Therefore, there is a saying that if people are advised to study medicine, they will be struck by lightning. The doctor's profession may look glamorous on the surface, but in fact it requires high investment, slow returns, and hard work. The programmer spent 996 years in ten years and lost his hair.

At least I can save some money, but if a doctor works for 996 for ten years, he may not be qualified to practice outpatient service.

People are greedy, and income is not directly proportional to income, which makes many doctors seek income other than normal salary. Therefore, receiving red envelopes and taking back kickbacks has become a repeated prohibition.

When everyone does this, bad things will become unspoken rules in the industry, and it will become extremely difficult to completely eradicate them.

In 1993, it was nothing new for doctors to receive red envelopes, but kickbacks from medical representatives still did not exist.

Firstly, there were relatively few medical representatives at that time, and secondly, the medical representatives at that time had not yet explored the method of “selling with gold”.

…

Lu Guangming signed the contract and officially joined Li Weidong.

Li Weidong also gave Lu Guangming the greatest autonomy, allowing him to recruit and build a sales team on his own.

Soon, Lu Guangming submitted a sales plan to Li Weidong.

This sales plan is basically the routine used by foreign medical representatives. They go door-to-door to sell drugs, explain the situation of the drugs to doctors, and then provide services to the doctors to gain the doctor's favor, so that the doctor can write a prescription. This is a routine practice for foreign medical representatives.

Sales tactics.

After reading the sales plan, Li Weidong shook his head: "I said, Lao Lu, this plan is not good, it doesn't do enough!"

"Not enough?" Lu Guangming was slightly stunned. He didn't understand what Li Weidong meant.

Li Weidong continued: "What you mentioned above are all conventional sales methods. I think some unconventional sales methods should be added."

"What are unconventional sales methods?" Lu Guangming asked subconsciously.

"For example, if a doctor helps us sell a massage chair, we will give him a commission of 200 to 300 yuan." Li Weidong said directly.

Lu Guangming was stunned for a moment, then said, "Isn't this a kickback to the doctor?"

"This is not a kickback. This is called 'sales with gold'! It is the most commonly used method by medical representatives." Li Weidong replied with a smile.

"Uh..." Lu Guangming was stunned for a moment. He thought about it carefully, but he couldn't remember that when the American medical representative teacher was training them, he had taught the course "Sales with Gold".

.

So Lu Guangming asked: "Director Li, is it appropriate to directly give kickbacks to doctors?"

"Lao Lu, don't worry, these 300 yuan are considered as the manufacturer's production costs, and your sales department's 10% commission is still not a penny less."

Li Weidong continued: "As for the doctors, we didn't force the 300 yuan on them. If they don't want it, just don't help us sell massage seats! After all, making money is your own business, you have to rely on it.

voluntary!"

…

Sales with gold in the pharmaceutical industry will even become an unspoken rule for the entire pharmaceutical industry in the future, and this is not something Li Weidong can stop.

Since you can't stop it, you can only go with the flow and get the best benefits for yourself.

So Li Weidong simply used the "selling with gold" method himself.

A massage chair costs only more than 300 yuan, but it dares to sell for 3888 yuan. The profit is comparable to some illegal industries.

Since the profit is so large, Li Weidong doesn't mind paying more sales costs. Even if he gives the sales team a 10% commission and pays a "gold sales" cost of 300 yuan, and deducts other costs, Li Weidong still

You can make a lot of money.

The health care product industry is such a huge profit!

…

The commercial for the massage chair has also been filmed.

Li Weidong prepared a total of eight versions of the advertisement. The shortest one was only fifteen seconds long, and the longest one was five minutes long. It was basically a promotional video.

After watching the advertising sample, Li Weidong couldn't help but frown.

From the perspective of future generations, this advertisement must be illegal.

For example, words such as "excellent curative effect" and "safe and without side effects" are prohibited words in later generations. In addition, Professor Kang Guanghong's introduction and photos appeared in the advertisement. This was a ban on drug advertising in later generations, which made the scientific research institute

The expert website of the institute is also not allowed.

At the very least, if you go to CCTV to advertise, similar content will never appear.

Fortunately, in 1993, the Advertising Law had not yet been promulgated and implemented, and the requirements for advertising were not so strict, so these terms, as well as the appearance of expert platforms from scientific research institutes, were not considered violations.

"Director Li, do you think these commercials are so well shot?" the director asked.

Li Weidong thought about it and felt that the health care product advertisements of that era were all very boastful, so of course he couldn't be different.

So Li Weidong said, "I think we can do some more artistic processing and creation!"

"Artistic processing and creation?" The director was slightly stunned.

This was a commercial, not "Farewell My Concubine". The director heard this request once while filming a commercial.

Li Weidong explained: "Art comes from life, but it should be higher than life. For example, this 'excellent curative effect' can be sublimated into art and called 'the best curative effect'! In this 'effective cure', for example,

You can also perform some artistic sublimation, which is called 'complete cure'. Director, do you understand what I mean?"

"Just let me brag a little more! You talk about the sublimation of art, it really insults art!" the director thought in his heart, but of course he couldn't say that with his mouth.

However, the request of the sponsor's father must be met. For the sake of money, the director had no choice but to nod: "Director Li, don't worry, I will re-cut the ribbon and dub the advertisement immediately, and I will do it again on an artistic level.

Sublimate!"

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