Reborn Industrial Tycoon

Chapter 388 Only cheats rich people (please subscribe)

After spending five million on advertising, TV was immediately flooded with advertisements for massage seats.

Advertising is also placed in different levels. In formal media such as CCTV, Li Weidong only placed a 15-second advertisement during prime time. The main purpose was to increase the popularity of the massage chair.

The advertisement on CCTV is the most formal one. There is almost no bragging language and it just simply introduces the functions of the product. Of course, in 15 seconds, it can only give a one-sided introduction and will not explain it in detail.

Li Weidong was also worried that he would be labeled as false propaganda, so he did not dare to brag in advertisements placed on CCTV.

For provincial-level TV stations, advertisements range from 30 seconds to one minute.

The provincial satellite TV station ran a 30-second advertisement. This advertisement did not boast too much. In Li Weidong's opinion, it only slightly boasted about the efficacy of the massage seat.

As for the one-minute advertisement, it was placed on a provincial-level local station that was unexpectedly broadcast by satellite TV. This advertisement already contained a relatively obvious element of exaggerated propaganda.

Local stations at the city level run two to three minute advertisements, and occasionally there will be advertisements as long as five minutes. Advertisements at this level are purely false propaganda, although they do not boast massage seats.

It can cure all diseases, but it particularly exaggerates the function of the massage seat.

For example, cervical and lumbar spine massage has been exaggerated as a magic weapon for treating cervical spondylosis and lumbar disc herniation. The blood-activating function of muscle massage has been exaggerated as a health care method for prolonging life. The function of preventing diseases has even been emphasized.

Anyone with a little bit of medical knowledge knows that this is simply bragging. However, most consumers are still relatively easy to believe in advertisements.

Selling health care products relies on one word: bragging! This has been confirmed by countless real cases.

Li Weidong knew this very well. Even he knew very well that he was completely making false propaganda, but in order to boost the sales of massage seats, he could only use this trick shamelessly.

The first phase of five million advertising funds seems to be a lot, but it is not enough at all. After CCTV and provincial TV stations have completed advertising, the municipal TV stations will not have much money left.

So Li Weidong added another three million in advertising fees for advertising on municipal-level TV stations.

Fortunately, advertising costs were cheap at that time. A month's advertising on a municipal TV station only cost 20,000 to 30,000 yuan.

At that time, TV stations still had full financial allocations, and advertising fees were equivalent to additional income for the TV stations. Municipal-level TV stations had small traffic and few advertisers, so they not only charged low fees for advertisers, but also accepted all comers.

.

At the same time as the overwhelming advertisements were launched, Lu Guangming also started to take action.

…

A major hospital in Beijing.

Lu Guangming walked into a doctor's office openly.

In future generations, medical representatives would probably not dare to walk into a doctor's office so blatantly.

"Doctor Liu, you're busy!" Lu Guangming greeted the doctor with a smile on his face.

"It's Manager Lu!" Doctor Li didn't shy away and directly asked Lu Guangming to sit down.

After Lu Guangming exchanged greetings with Dr. Liu, he took out the massage chair brochure and planned to introduce the product to Dr. Liu.

Dr. Liu was also accustomed to this. At that time, medical representatives had not yet begun to adopt the "sales with money" model, and there was no direct financial relationship between pharmaceutical companies, medical representatives and doctors.

As a bridge between doctors and pharmaceutical companies, medical representatives should introduce products to Yiyi in detail, and doctors are also happy to understand the basic situation of drugs through medical representatives. This is much more convenient than slowly researching and summarizing in Linchuan.

.

"Doctor Liu, please take a look, this is a massage chair..." Lu Guangming handed the brochure to Dr. Liu.

Dr. Liu glanced at the massage chair and said, "I've seen this thing on TV. Recently, when I turn on the TV, I always see advertisements for this thing."

"Doctor Liu is really well-informed." Lu Guangming quickly flattered.

Doctor Liu went on to say: "But in TV commercials, the effectiveness of this massage chair is a bit exaggerated. It feels like it is similar to those selling oral liquid. It can treat high blood pressure and diabetes. This is not a lie.

Well! If you can cure the disease by drinking a bottle of oral liquid, why do you need us doctors!"

"That's what Dr. Liu said." Lu Guangming continued; "In advertisements, there are always some exaggerated procedures, but our product is different from those oral health care solutions.

Our massage seats mainly have the effect of massage. They are indeed helpful in relieving the pain of cervical spondylosis and lumbar spondylosis and promoting blood circulation. After all, massage and massage in traditional Chinese medicine have a history of thousands of years.

There can’t be any lies!”

"Having said that, this thing can only serve as an auxiliary physical therapy, and its effect on treating diseases is very limited."

Doctor Liu shook his head and continued: "I am a doctor, and to be honest, I am quite resistant to this kind of health care products! If you are sick, go to a regular hospital to see a doctor. What health care products should you use? Besides,

Come on, most of the health care products in the world are scams."

After all, Dr. Liu is a professional doctor. Of course, those false propaganda in advertisements cannot deceive Dr. Liu. Not only that, Dr. Liu scorns such false propaganda.

Doctors in the 1990s probably didn't have a good sense for health care products, and most doctors even hated health care products.

Because the health care product market was not standardized at that time, all health care products exaggerated their efficacy, falsely advertised, and claimed to be able to treat diseases. This was the most common practice for health care products.

This has also led to a large number of patients mistrusting health care products, using health care products to treat diseases, and even trusting health care products more than doctors.

After many people get sick, they would rather take various health products than cooperate with the doctor's treatment plan, which eventually leads to the worsening of the condition and then blames the doctor for not taking good care of the disease.

Or if you take medicine and health supplements at the same time, and you are finally cured, it is not because of the doctor’s superb medical skills, but because of the effectiveness of the health supplements.

Many doctors deeply hate health care products. Doctors who take a scientific stance are of course on the opposite side of falsely advertised health care products.

Lu Guangming also knows that most professional doctors look down on health care products, not to mention that Dr. Liu is a doctor from a major hospital in Beijing.

So Lu Guangming quickly introduced: "The massage seat produced by our factory is different from ordinary health care products. This massage seat was developed by Professor Kang Guanghong of Capital Medical University."

"This is a product made by Professor Kang!" Doctor Liu showed a respectful expression and then explained: "I am a graduate of Capital Medical University."

"So Professor Kang is your teacher! Look," Lu Guangming said quickly.

Professor Kang's name is still very useful. Since it is a product developed by an authoritative medical expert like Professor Kang, Dr. Liu, as a doctor, has no resistance.

Dr. Liu nodded: "If this is really a product developed by Professor Kang, then there is no problem if I recommend it to patients. How much does your massage chair cost?"

"Our price is 8888 yuan!" Lu Guangming said with a smile.

"So expensive!" Doctor Liu couldn't help but exclaimed.

Lu Guangming immediately replied: "If it is recommended by a doctor, there must be a preferential price. You can buy one for only 3,888 yuan."

"That's quite expensive. It's almost as much as my annual salary." Dr. Liu said.

Lu Guangming chuckled and said, "How can medical treatment be cheap these days?"

"That's right." Doctor Liu nodded.

Even now, people already have basic medical insurance, and medical treatment is a huge expense, and many families will go bankrupt due to a serious illness.

In the 1990s, when there was no basic medical insurance, even a serious illness or an ordinary surgical operation could bankrupt a family.

Lu Guangming then introduced: "Dr. Liu, if you help me sell massage chairs, I will never let your work go in vain. For every massage chair sold, our factory will give you 200 yuan in clinical observation fees.

"

Li Weidong gave Lu Guangming the authority of 200 to 300 yuan. Lu Guangming would first offer a price of 200. If Dr. Liu did not agree, he would increase the price.

Doctor Liu was stunned. He had been a doctor for so many years, and this was the first time he heard about "clinical observation fees".

Dr. Liu showed a very silly and naive side. He asked: "What is the clinical observation fee?"

Of course, Lu Guangming couldn't directly say that clinical observation fees are commissions, so he explained: "After our products are launched, we need the support of doctors and provide continued research and observation. Naturally, we need to pay part of the clinical observation fees to doctors."

Dr. Liu was stunned again and said to himself, isn’t it the doctor’s job to pay attention to the patient’s clinical condition, including medication response and treatment effect? ​​Why are they still charging!

Moreover, the clinical observation fee is really high. Selling a massage chair costs 200 yuan!

Wait a minute, why does this feel like a kickback!

So Dr. Liu asked with a naive look: "Manager Lu, according to what you said, how can this clinical observation fee be like a kickback?"

"What a disgusting kickback!" Lu Guangming continued: "Although the look and feel are similar, the names are still different."

"It's just a different name? That's not a kickback!" Dr. Liu couldn't help complaining in his heart.

…

Taking kickbacks is unethical, but the 200 yuan clinical observation fee is really nice!

Doctor Liu finally could not bear the temptation and agreed to Lu Guangming's conditions.

In fact, there are not many doctors who can resist the temptation. Otherwise, "selling with gold" would not become the golden rule in the domestic medical industry.

Three days later, Dr. Liu introduced the massage chair to a patient with cervical spondylosis with great anxiety.

"With your disease, if you don't want to have surgery, you usually need more physical therapy to relieve the symptoms of dizziness." Dr. Liu said.

"Doctor, what kind of physical therapy should I do?" the other party asked.

"Just do more cervical massage." Dr. Liu then asked: "Can you usually find a place for massage?"

"It should be possible. There are many massage parlors on the streets." The patient replied.

"I'm talking about a regular massage." Dr. Liu said.

The patient thought to himself, how did this doctor know that I went for an irregular massage? He must be someone of the same kind!

Dr. Liu continued; "If it's not convenient or you don't have enough time, you can also buy a massage chair."

"Is it the kind of massage seat shown in TV commercials?" the patient asked immediately.

"Absolutely! But that thing is quite expensive, one costs 8888!" Dr. Liu replied.

"Nearly nine thousand yuan, so expensive?" The patient suddenly looked nervous. This was obviously a very huge amount for him.

Doctor Liu continued: "If you buy it from me, there is a discount and you can buy it for 3888."

Suddenly it was 5,000 yuan cheaper, and the patient breathed a sigh of relief. Considering that this was Dr. Liu's recommendation, the patient was immediately moved.

Doctor Liu said: "You should think about it first. If you want to buy it, come to me and I will make an order for you."

"Buy it, I'll buy it! Doctor Liu, please give me an order." The patient said immediately.

The patient had been waiting for a whole morning to see Dr. Liu. In this case, he had to get everything done at once, so as not to have to wait all morning again next time he came to see Dr. Liu.

After sending the patient away, Dr. Liu's anxious heart finally calmed down. He sighed softly, thinking that it was really not an easy task to bring goods.

However, I sold a massage chair and made 200 yuan, which is still worth celebrating.

There are two reasons for everything. After having the first experience of carrying goods, Dr. Liu became more and more proficient in carrying goods, his skills became more and more proficient, and his psychological burden became less and less. Gradually, he started selling massage chairs.

, became Dr. Liu’s daily work.

…

Lu Guangming came to Dr. Liu's doctor's office again.

Lu Guangming took out an envelope, delivered it to Dr. Liu, and said at the same time, "Doctor Liu, this is your clinical observation fee last month."

Dr. Liu subconsciously picked up the envelope, squeezed it in his hand, and found that it was still a little thick.

Lu Guangming said, "Dr. Liu, you sold a total of 55 massage chairs last month, so the total clinical observation fee is 11,000 yuan!"

"1 in case! I sold so much!" Dr. Liu was suddenly startled, and his expression suddenly became unstable.

Dr. Liu hurriedly opened the envelope, took out the money, and counted it carefully. There were really 110 bills.

It's not that Dr. Liu has never seen so much money before, but he never imagined that he could make so much money in a month!

Eleven thousand yuan is equivalent to Dr. Liu’s salary for the past three years!

Lu Guangming said: "Doctor Liu, if there is no problem, I will leave first. I hope you will work hard next month."

"Definitely!" Doctor Liu clutched the eleven thousand yuan and said these two words in a strange way.

…

Dr. Liu is not an isolated case. In the early 1990s, medical representatives could go to doctors openly, and with the 200 yuan clinical observation fee, few doctors could stick to the bottom line.

The gold-based sales model in the pharmaceutical industry is really a Pandora's box. Once opened, it is difficult to control it.

Doctors have tasted the benefits from gold sales. If there is no clinical observation fee in the future, it may be difficult for doctors to write prescriptions willingly.

Medical representatives also received high commissions from gold sales. From then on, they were no longer the bridge between doctors and pharmaceutical companies, but established ruthless drug sales machines.

Manufacturers also gain profits from gold sales. The most intuitive thing is that the sales volume of their products has increased significantly.

Those patients who spend money to buy medicine have obviously become the only victims, but in the face of the disease, patients have no right to choose.

However, Li Weidong's massage seats are relatively expensive, so even if they are cheating people, they are only cheating rich people.

In 1993, those who could spend 3,888 yuan to buy a massage chair were definitely from wealthy families.

At the same time, the effects of TV advertisements are gradually becoming apparent. Many customers purchased massage seats after watching TV advertisements.

Compared with those oral liquids, the price of massage seats is expensive. Those ordinary health care oral liquids cost about tens of dollars per box. Although based on the income at that time, dozens of dollars were quite expensive.

, but ordinary people are cheated out of hundreds of dollars.

And Li Weidong’s massage chair is a luxury item from 3888!

Li Weidong also profoundly implemented one of the characteristics of luxury goods, which is that it does not rip off the poor, only the rich.

Rich people in the early 1990s had a very scarce life. From today's perspective, when you have money, you have to do two things. One is to invest the money to preserve the value of the assets; the other is to use the money to enjoy and let

Life is better.

However, in the early 1990s, there were very few investment channels. At that time, ordinary people were not aware of investing in real estate. There were not so many things in the world that could be used for "speculation". Even stocks were still a new thing. For

For most Chinese people, Treasury bonds may be the best investment.

As for using money to enjoy things, the wealthy Chinese at that time seemed to have nothing to enjoy.

Traveling and shopping abroad did not exist at that time. Even traveling to Singapore, Malaysia and Thailand only gradually emerged after 1995. There were no yachts, no young models, no luxury sports cars, and no five-star hotels. The so-called enjoyment of life was probably

Just eat and drink well every day.

What's more, due to public security reasons, many people are reluctant to show off their wealth in a ostentatious way, for fear of being targeted by lawless elements.

Therefore, most of the rich people at that time would spend their money at home, in places where outsiders could not see it but they could feel it.

For example, get a large fish tank and raise a few imported tropical fish. Especially in northern cities, raising tropical fish requires heating equipment.

At that time, many households had to be very economical with electricity. They would never turn on the lights until it was dark, and equipping fish with heating equipment was, of course, something only wealthy people could do.

Another example is to buy a set of imported speakers, then buy a laser disc player, pair it with a microphone, put on the song "Walk Away", and then you can sing karaoke at home.

It is estimated that many people have never seen a laser disc player. Laser discs are commonly known as LDs. They are a transitional product between video tapes and VCDs. They were very expensive in the early 1990s. After the emergence of VCDs, laser discs were gradually eliminated.

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The massage seat just meets the needs of wealthy people to enjoy it at home.

In the early 1990s, although the proportion of wealthy families in China was not high, China's population base was there after all. No matter how small the proportion was, it was still a huge number among a population of 1.2 billion.

It is also for this reason that under the huge advertising campaign, the sales of massage seats are very good, and every day we receive a lot of calls from dealers from various places to urge the products.

The 1994's were originally an era when health care products were rampant, but any health care product could easily receive IQ tax.

In less than a month, the shipment volume of massage seats has reached 10,000 units, and the upward trend is very obvious.

Ten thousand massage chairs brought Li Weidong a profit of 26 million. Excluding the 8 million spent on advertising, he still made a net profit of 18 million.

This also made Li Weidong realize that advertising cannot stop!

Li Weidong added another five million in advertising fees. At the same time, he also spent a sum of money to independently establish a research and development project for massage seats and continue to launch new massage seats.

The marketing strategy that only deceives rich people must continue!

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