Reborn Industrial Tycoon

Chapter 471 Youthful, healthy products!

After the TV commercial aired, Five Elements Needle became popular all over the country overnight!

Although the price of 488 is high, it cannot resist people's desire for health.

In 1995, domestic TV shopping was still in its infancy. At that time, TV shopping did not appear in the form of advertising. Instead, one or two hosts sat in front of the camera and introduced physical products in a format similar to today's.

Live delivery of goods.

Compared with traditional TV advertising, TV shopping brings more intuitive senses to consumers.

General TV commercials, shorter ones are only fifteen seconds, longer ones are only thirty seconds. At most, they simply introduce the features and functions of the product. If some plot is added, there is no time for the features and functions.

introduce.

TV shopping often lasts seven or eight minutes, so TV shopping hosts have enough time to introduce the products in their hands and even conduct on-site physical demonstrations.

This also allows consumers to have a clearer understanding of the product. If you exaggerate a little during the demonstration and highlight the performance of the product, it will be easier to sell the product.

Wuxingzhen used a complete set of advertising formats to conduct TV shopping, which had not yet appeared at the time.

Media people at that time were copying foreign models when doing TV shopping, and had never thought of using this form of advertising to promote products.

For the Chinese people, this is a new shopping model, and it is also a new advertising model.

In ordinary TV shopping, when the host shows the products, many viewers will call to order.

As for the Five Elements Needle, this kind of nesting doll-like advertisement that links one link after another has never been seen by ordinary people, and they have been fooled by the Five Elements Needle.

Other TV shopping is at best a demonstration of product functions in front of the TV.

The Five Elements Needle not only has product functions, celebrity endorsements, testimonials, authoritative certificates, etc., they are all put together, and the publicity effect is more prominent than the simple display effect.

Television advertisements in the 1990s were relatively simple, without so many routines, and people at that time did not know how to use routines. Even advertisements for health products were at most just honest lies.

Consumers at that time also had a lot of trust in TV advertisements, especially TV advertisements that were mixed with various personal testimonies and authoritative certificates. Even people today have difficulty distinguishing between true and false, but ordinary people in the 1990s were even more convinced.

.

Advertisements for Five Elements Acupuncture are full of all kinds of tricks. In later generations, these tricks will be outdated. However, in the mid-1990s, they were able to fool consumers into stunned confusion.

The TV shopping advertisement of Five Elements Needle lasts for eight minutes. Starting from the very beginning with a cactus growing on the body, it guides the audience to consume step by step.

In the end, the slogan "Giving Five Elements Acupuncture is giving away health" was shouted out, which instantly gave Five Elements Acupuncture another role, that is, giving gifts.

The so-called treatment when you are sick and giving gifts when you are not sick are always giving you a reason to buy Five Elements Acupuncture.

The viewers in front of the TV in that era had really never seen much of the world. They couldn't stand the deception at all, so they picked up the phone and ordered for no apparent reason.

Moreover, Li Weidong also specially added in the advertisement that the first 100 people who order will get a discount of 500 yuan. This further stimulates the desire of TV viewers to buy.

In fact, Li Weidong priced the Five Elements Needle at 488 for a set. The so-called 500 yuan discount for the first 100 people was just a gimmick. No matter when the audience called, it was the top 100 people.

In future generations, this kind of marketing method can play a certain role, and it is even easier to deal with the common people in the 1990s.

Less than a week after the commercial aired, warehouses in several places were out of stock.

This is also thanks to the explosion of health care products in the 1990s. At that time, health care products were basically promoted one after another.

The Five Elements Needle is launched at this time and is bound to be a hot seller.

If it had been another period, the effect would not have been as good.

In the early 1980s, people had not yet become wealthy, and eating well was still the mainstream pursuit of many people. It would be nice to have malted milk or calcium milk biscuits, but they could not afford health care products. Health care product advertisements were made

No matter how good it is, it’s all in vain if the common people can’t afford it!

After entering the year 2000, more and more health care product scams were exposed, and many people had already learned about the IQ tax. It would not be that easy for health care products to deceive people again.

At the same time, the country has also promulgated a series of regulatory regulations. Stricter supervision is also a great restriction for the entire health care product industry, making it impossible for the health care product industry to unscrupulously exaggerate.

Only in the 1990s, health products occupied the right time, place, and people.

In the 1990s, people just had some money and could afford health care products, which gave the entire health care product market a good prospect.

The country's laws and regulations are not yet complete, and the supervision of the health care products industry is not in place.

Due to the backwardness of medical technology and the lack of health knowledge among ordinary people, a large group of people can be fooled into buying health products with a little bit of publicity.

For example, the promotional selling point of a certain health product is that it contains docosahexaenoic acid, which is what we often call DHA.

In the publicity, this kind of docosahexaenoic acid can make people smarter. But ordinary people don't know the true function of docosahexaenoic acid. They only think that it is a very high-level thing, so they use it.

I listened to the sexual propaganda of the product.

Therefore, the slogan "Make 100 million Chinese smarter" made the product a hot seller.

Another health product claims in the promotion that it contains ginseng, Ganoderma lucidum, deer antler and other precious medicinal materials. After eating it, people can cure almost all diseases, and they are just short of becoming immortals.

When ordinary people heard that there were so many precious Chinese medicinal materials in this health product, they were all great tonics that were difficult to come into contact with. Even if they could not cure all diseases, they could still be used to keep healthy, so they spent money to buy them.

But these people who buy health care products only know that ginseng and Ganoderma lucidum are expensive medicinal materials, but they don’t know what these medicines actually do.

All health care products are selling concepts and promoting various nutrients. However, whether these nutrients actually exist is unknown.

Even if these nutrients are really present, they will not achieve the effect advertised by the product.

To sum up, the reason why health care products were able to create huge profits at that time was because of information asymmetry.

As people's health knowledge improves and more and more information is obtained, the health care product market is no longer as popular as before.

The merchant advertised that the trace elements contained in this product were extracted from ginseng. Knowledgeable consumers saw that trace elements were also found in radish. Naturally, this product could not be sold.

In the future, many health care products will only be sold to the elderly, not because they are stupid or because they are afraid of death, but because they lack health knowledge and are the largest group with information asymmetry and are most easily deceived.

Therefore, if you want to sell health care products for huge profits, information asymmetry is the key.

…

Lu Guangming held a financial report and said happily, "Mr. Li, the previous advertising expenses were really not in vain. Last month, our sales of Five Elements Needles reached 20 million!"

Li Weidong smiled slightly and said, "Don't forget that we spend more than 800 hours of advertising nationwide every day."

The Five Elements Needle is placed on local TV stations. Most local TV stations have multiple channels. Each channel plays the advertisement four or five times, which can add up to 800 hours.

Eight hundred hours is a lot, and it sounds like a huge amount of advertising money.

But in fact, there are not so many platforms in various places because of the flatness.

Advertising fees for local stations were not expensive, and it was difficult for local TV stations to receive advertisements. At that time, many local TV stations’ advertising revenue mainly came from posting missing persons notices.

The price of a set of Five Elements Needles is as high as 488 yuan, which can be said to be a huge profit product. A few sets can be sold in a day, which is enough to pay for advertising fees.

Li Weidong continued, "Advertising cannot stop, it must continue. Health products such as Five Elements Acupuncture are all about advertising. The more comprehensive the advertising coverage, the higher the sales of the product."

In addition, we cannot just rely on TV shopping, we can appropriately expand some channels. For example, pharmacies and gift shops in shopping malls can become channels for selling Five Elements Acupuncture.

In the past, our Five Elements Acupuncture was still a new product, and no one knew it even if it was sold in pharmacies or shopping malls. But now, through advertising, we have made the Five Elements Acupuncture a household name and can directly enter retail channels.

In addition, I plan to add fire to the fire and focus on promoting the concept that Five Elements Needles can be used as gifts. The Mid-Autumn Festival is coming soon, and it will enter the peak period of gift-giving. There will also be a Spring Festival later, and

There will be many people giving gifts.

So I want to shoot another commercial, it doesn’t need to be too long, just 15 seconds is enough, but the advertising channels will be mainly large TV media, such as CCTV, and several provincial TV stations with relatively high ratings.

The placement time should also be chosen at the most prime time, such as before "News Network" is broadcast, before "Weather Forecast" is broadcast, and there are dozens of continuous commercial breaks on TV at 8 o'clock in the evening.

The theme of this advertisement is not to introduce the function of the Five Elements Needle, but to emphasize the positioning of the Five Elements Needle as a gift. It should leave an impression on the people. When giving gifts, our Chinese Five Elements Needle is the first choice!

In order to cooperate with this kind of publicity, we also came up with a five-element needle in a gift box, specially used for giving gifts. The packaging should be more exquisite, and the five-element needle inside can also be inlaid with a circle of gold to make it look more classy."

Li Weidong's words were a bit jumpy, and it took Lu Guangming a long time to react before he finally understood.

The next second, Lu Guangming couldn't help but extend his thumb.

"Director Li, this is a clever move of yours! Make the packaging more exquisite and sell it at a higher price. When the time comes, a set of Five Elements Needles can be sold for a thousand yuan!" Lu Guangming said.

"One thousand yuan is not enough." Li Weidong shook his head and continued: "We can divide it into different grades, such as exclusive, luxury version, and flagship version. The higher the grade, the more expensive the price! In the end, we can also make an ultimate

Limited edition, one set sells for 8,888!”

Lu Guangming nodded suddenly. If his heart is darker than his heart, ten of me, Lu Guangming, can't compare to you, Li Weidong!

…

For thousands of years, China has been a humane society that values ​​courtesy and reciprocity.

Therefore, China has always had a tradition of giving gifts. Looking back, there are records of birthday gifts in the Book of Songs, and in the Book of Later Han, there are records of subordinates giving gifts to their superiors.

Giving gifts in traditional culture is not the same as giving bribes.

Gift-giving is a common social phenomenon to express some kind of wish or message, such as blessing, showing love, expressing friendship, or simply wanting to help the other party. This can be regarded as a social means.

Bribery is for the purpose of seeking improper benefits.

The situation was particularly serious in the 1980s and 1990s. Since the country had just reformed and opened up, various laws and regulations were imperfect. Therefore, the function of "relationship" was strengthened and the function of "legal system" was weakened. Emotions between acquaintances could replace contracts.

and competition.

So at that time, when I wanted to do something, the first thing I thought of was not to follow the rules and procedures, but to find an acquaintance and go through the back door.

If you are not an acquaintance, then send some gifts. If you survive once and twice, you will naturally lose.

If you are an acquaintance, giving gifts can also be a key factor in maintaining the acquaintance relationship.

Because of the need to give gifts, things like "gifts" began to flourish.

The greatest purpose of many commodities is not to be used, but to be given as gifts to others.

For example, people who really spend money to buy some famous wines do not buy them to drink, but to give them to others; and those who really drink famous wines do not need to spend money to buy them themselves, and people will naturally give them to them.

In the 1980s, material life was relatively scarce, and various non-staple foods were the main types of gifts. From malted milk, canned fruits, snacks and candies, to ham sausages, instant noodles, and Coca-Cola, it can be seen that people of that era most

What matters most is eating and drinking.

In the 1990s, materials became much richer and the types of gifts also increased. Many people began to pay attention to their health, and the popular health products at that time became gifts.

This is also a change in the positioning of health care products. In the early 1990s, health care products were all taken by oneself.

By the late 1990s, health products had become gifts given to others.

Li Weidong is very aware of the process of health products turning into gifts. During this period in his previous life, Li Weidong had just started his own business. In order to ask for help, he often gave gifts and bought various health products to give away.

Therefore, Li Weidong had long planned to emphasize the appreciation of the Five Elements Acupuncture, hoping to turn the Five Elements Acupuncture from an ordinary health care device into a gift.

The profit from gifts is very considerable. If nothing else, just one package can increase the price dozens of times.

Zongzi, which costs dozens of yuan during the Dragon Boat Festival, and bulk mooncakes, which cost tens of yuan during the Mid-Autumn Festival, can be sold for thousands of yuan in gift boxes.

Health care products that are already highly profitable can skyrocket in price after they are given the attribute of gifts!

…

It's 6:59 p.m., and the seven o'clock news is about to start in one minute.

At this moment, two puppet characters appeared on the TV screen, an old man and an old lady. They were holding a big five-element needle in their hands.

At the same time, a magical song sounded from the TV:

“No gifts for the holidays this year!

Only Five Elements Needles are accepted as gifts!

Five… lines… needles!”

Immediately afterwards, there was a narration:

"When giving gifts, you should give health, Chinese Five Elements Acupuncture, youthfulness, and health products!"

Today's update arrived. Thank you for your subscription. When I posted, I saw that the leave request note I wrote yesterday was still in the draft box. I forgot to post it. I'm sorry everyone. I don't know why, I've been a little obsessed lately. I guess it's due to kidney deficiency.

Caused by this, I will buy a catty of mutton tomorrow to replenish my kidneys.