Chapter 200 Traveling to Huishan again

In the mid-1990s, ordinary citizens were not immune to advertising. At that time, there was even a saying that "the market is as big as the advertising force." However, the control of profit margins and market operating costs became the most difficult problem for enterprises at that time. Many companies could achieve sales of billions, but profits were swallowed up by disorderly market operations.

Zhang Ke did not consider this issue for no reason. He asked Fu Jun to drive him to Shengxin Company and felt a little thirsty. He bought a bottle of Xurisheng iced tea in the convenience store downstairs. He remembered that this company had a great reputation after two years, with sales reaching 3 billion in just two or three years, and the shops of township grocery stores were filled with their advertising. It was this company. At its peak, forty-eight sales companies were established across the country, and more than 8,600 sales personnel were dispatched by the head office, making a large number of people who were full of personal pockets. In the end, this company did not generate a penny of profit from beginning to end except for the losses and debts of tens of billions.

Zhang Ke unscrewed the bottle cap and took a sip. Then he took the drink bottle into Shengxin Company and went directly to the office prepared by Shengxin Company for the Aida marketing promotion team. He placed the drink bottle on the table and took the report handed over by Ye Xiaotong. This was the sales data submitted by dealers in various regions yesterday.

Ye Jianbin learned how Zhang Ke made in Jinhu and prepared drinks like coffee for employees. Ye Xiaotong looked at the plastic bottle that Zhang Ke placed on the table. In 1995, Xu Risheng was not well known and asked him: "Why did you think of drinking this?"

"What's wrong?" Zhang Ke picked up the Xurisheng ice tea, curled his lips, and said, "The combination of traditional green tea and carbonated beverages, a new variety other than traditional bottled beverages, this ice tea may become very popular..."

"It's because of this?" Zhou You took the ice tea from Zhang Ke's hand, looked at the label carefully, opened the bottle cap and took a sip, "Well, it feels good."

In just four or five months, Jinhu contracted five paper mills. Whether in terms of capital, technical scale, or existing management model, they were in a bottleneck period. They had to digest it well before continuing the next expansion. The cultural paper produced was digested by the provincial market. After Zhou You established a dealer network for Jinhu, there was not much pressure on market sales. Zhang Ke had proposed to borrow Zhou You, and Aida's market operation had started. After Xie Wanqing returned to Haizhou, she immediately sent Zhou You to the provincial capital to assist Zhang Ke, but the burden on her shoulders became much heavier.

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

The team in charge of the marketing promotion of Aida DVD player is Ye Xiaotong. This time she volunteered to no longer serve as Ye Jianbin's assistant; Ye Jianbin consciously found a male secretary of the big and thick.

Ye Xiaotong held his breath and wanted to see from Zhang Ke what the difference between commercial geniuses and ordinary people was. The original plan was to quickly cover the market in the province after the press conference. Who would have thought that Zhang Ke stayed in the provincial capital for a week. In addition to maintaining the advertising intensity of the provincial capital every day, he also asked Ye Xiaotong to summarize the sales data from dealers' newspapers in various places.

"Of course, you have to do it," Zhang Ke sat down and read yesterday's sales data. "But before that, you need to know how to do it, it is not simply copying the provincial capital market plan. If that is the case, why should I suffer with you?"

"It has only been seven days since the press conference. What can sales data show in such a short time?"

"The types of advertisements we are currently investing in are still very limited, and they are limited by time and region, so we can more accurately judge the effects and radius range of various advertisements."

When it comes to sales data, Ye Xiaotong couldn't help but feel proud: "Ida's machine sold 300 units in the provincial capital in just seven days, even surpassing Samsung, becoming the number one brand of video disc machines. If such advertising intensity is maintained, the entire East China region can achieve sales of 10,000 units per month, and can compete with Samsung's video disc machines in the East China region..."

"The regional limitations are very strong, and the advertising costs Ida invested in East China will be as much as Samsung's, so there is no place to be proud of..." Zhang Ke was not afraid of Samsung. Samsung's DVD player's products based on the first-generation decoding chip have very unstable quality and a high repair rate. Although it is an international manufacturer, it casts a shadow on the quality problems of DVD player, so that Samsung will quickly withdraw from the competition in the DVD player market.

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

"The help of advertising to profits is not as magical as everyone imagines. We plan to invest 4 million advertising expenses in this city within a year. Calculated based on the current profit margin, it means that we have to sell 5,000 machines here to make up for the shortcomings in advertising expenses. In addition, we must also share the advertising expenses in national media. Considering the reason why the profit margin will be compressed in the year, the problem of advertising investment will be more complicated. If the intensity of advertising investment and the market effect that should be generated cannot be accurately calculated, even if the advertising is too much or too excessive, it will only cause disastrous consequences for the company itself. So we must be stingy with every minute of investment in advertising, but we must also use every cent to advertise as much as possible. This is really a headache." Zhang Ke said with a wry smile.

When Sheng Xin launched Ericsson 398, the marketing plan was formulated by Zhang Ke. Sheng Xin Marketing Department was just a pure executor. Ericsson 398 achieved huge market success, allowing Ye Xiaotong, Shao Xinwen and others to fully recognize Zhang Ke's dazzling talent in market operations.

Sure enough, Zhang Ke’s accurate judgment of the market was not an intuition. Ye Xiaotong was afraid that Zhang Ke was the kind of person who was born to be keen on the market but lacked rational understanding. In that case, what else could she learn with Zhang Ke?

"The data models established abroad seem to be very suitable for domestic market analysis. How do you analyze them?"

The domestic commodity market in the 1990s was called the era of big sales. Many analytical methods established based on the characteristics of the domestic commodity market were established at the end of the era of big sales. The people who are doing the market in front of them had to be more confused.

Zhang Ke smiled and said, "Only considering a single advertising factor and drawing a grid array of sales data from various places, you can clearly see the radial effect of regional central cities in advertising investment to surrounding areas. Although we have not advertised Huishan, Huishan's sales volume is significantly higher than other similar cities in the province. Because the information exchange between Huishan and the provincial capital is closer, various information in the provincial capital is relatively easy to spread to Huishan. The constraints on the effect of advertising form, we are currently serving in the provincial capital.

The advertising forms include CCTV, Donghai TV, Donghai Evening News, Today's Morning News, Press Conference, Lightbox Advertising and some outdoor publicity activities. These advertising forms must be carefully examined; another important point is that Huishan’s dealers know that our next marketing promotion is in Huishan, so they are also actively preparing. As long as they can place the Aida DVD player on the home appliance counter in the main shopping mall, the final results are not comparable to those dealers who do not pay attention to terminal channel construction."

Although Ye Xiaotong considers himself an elite marketing member, he has to admit that Zhang Ke is too much beyond them. He squeezed his eyebrows and said distressedly: "If you want to consider so many factors, I would rather believe in intuition."

The courage of market operations is so great that it is difficult for people to believe that he has an accurate grasp of market operations. The fact is that he is aware of everything. Ye Xiaotong can only sigh at such a genius level.

Zhang Ke smiled slightly. Why did he insist on asking Zhou You to come and help him? Because he would not always have time to refine the market channels, and he had to have someone who could really help him in this regard. Zhou You is much more reliable than Liu Minghui, so Zhang Ke asked Zhou You to stay by his side and help him, and asked Liu Minghui to go outside the East China region to build a dealer network. Liu Minghui seemed to be the only one side, but the results he could do would be very limited. In the end, Zhang Ke or Zhou You had to dig deep into these markets one or several times before he could truly build the market.

Zhang Ke raised his body and pressed the back of the chair so that he almost pressed it to the ground. He raised his head and asked Xu Wei, Jiang Daier, who was sitting at the conference table from afar, and ordered Xiaoyan to have three girls: "Do you go to Huishan? We will go to Huishan tomorrow."

Every day, Zhang Ke went to Shengxin Company, and routinely discussed with Ye Xiaotong and Zhouyouyi Room for a while, and then communicated with other people in the team. As Ye Xiaotong's assistant, Xiaoyan joined the team directly.

Jiang Daier wants to cooperate with the market promotion activities, and she and Xu Weiye temporarily join the team.

Zhang Ke stayed in the provincial capital for a week. For him, he devoted all his efforts to control the intensity and rhythm of marketing promotion, but Jiang Daier, Xu Wei and Xiaoyan were relatively relaxed.

The intensity of advertising in Huishan is much weaker than that in the provincial capital. Before Zhang Ke and his friends arrived in Huishan, Huishan dealers convened a pre-heating conference for the product launch with the media, invited 15 media to interview and issue press releases. Before Zhang Ke, Ye Xiaotong and Zhouyou arrived in Huishan, two rounds of 35 press releases were published, covering almost all print media in Huishan City, and 1/4 of the soft article advertisements were published in these print media in total.

With the five-second advertising of CCTV, the advertising coverage is not bad, but to connect TV media and print media advertising with sales terminals that aim to inform the brand, it is necessary to have a more direct advertising format that always touches 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 conference in the evening.

After a short period of cooperation, Zhang Ke also officially chose Feihong Advertising Company as Ida's advertising agency.

The preparation for the press conference in the provincial capital is mainly based on Sheng Xin's team, but the promotion activities in other cities will be mainly based on Feihong Company's team. The team led by Zhang Ke, Ye Xiaotong and Zhou You are only responsible for coordinating decision-making work. Feihong Company and local dealers will implement the marketing promotion plan in detail. After all, the workload of large-scale advertising production and release is extremely large, and the professional requirements are also quite high.

The car drove directly to the Vinegar Bridge in the center of Huishan City and stopped in the square in front of Miaoxuan Temple. When he recalled the night passing by with Xu Si at the beginning of the year, Zhang Ke had a slight smile on his lips. Looking at Jiang Daier, Xu Wei and the others came out of the business car behind. As soon as they came out, they looked up at the tallest and most eye-catching billboard in front of the square in front, and the handsome image of Andy Lau holding an Ericsson 398 mobile phone.

Ling Xiaoyan came over and knocked on the car window, pointed to the street sign and asked Zhang Ke: "Do you think Dai'er's huge colored photo will replace King Liu?"

"It won't reflect the level if it's too monotonous," Zhang Ke smiled, pressed the car window and asked Jiang Daier behind him: "Is there any pressure to go back to Huishan?"

Jiang Daier covered her chest and said, "Fortunately, I was worried about this in the car..." She glanced at the street sign advertisement with her bright eyes. She was worried that Zhang Ke's overly gorgeous style before, but she was afraid that he would replace her large image photo on the street sign advertisement in Guanqian Square. She had not mentioned her image spokesperson for Ida. Even if her mother saw the five-second advertisement on CCTV, she might think she was a girl with similar appearance. If she made too much noise at the doorstep and made her family notice it, she still didn't know how she would react? Of course, when she saw this most valuable outdoor advertisement in Huishan City and did not change her image photo, she would inevitably feel a little disappointed.

"Ah!" Xu Wei looked back and screamed, unable to help but cover his mouth, as if he saw something terrifying.

Jiang Daier and Xiaoyan looked back at the same time, and were stunned.

Zhang Ke got out of the car and held the door to the back. A double-decker bus slowly drove through Guanqian Square from the direction of Hanfang Bridge. It was sprayed with advertisements of Jiang Daier leaning over to stare at the DVD player, covering the body of the double-decker bus. The colors were bright and dazzling. Jiang Daier on the picture was lifelike, wearing an orange suspender skirt, beautiful and bright, but gave people a cool and refreshing feeling of the scorching heat. Jiang Daier leaned over to stare at the DVD player's textured body, and her delicate and red lips gave people the feeling of blowing gently towards the DVD player with a wonderful curve. Perhaps anyone would have the luxury of changing positions with the DVD player.

The four-meter-high picture is clearly visible even if it is far away from sixty meters.

"How do you feel?" Looking at Jiang Daier and the others' surprise expressions, Zhang Ke whistled softly, "Catching up with Huishan to launch a brand new double-decker bus on the Miaoxuanguan line, I bought all the rights to publish the body advertisements of ten double-decker buses. The production of body advertisements was a little troublesome, so I dragged it to the time when the official product launch conference was held today..."

Although it was possible to see time-honored body advertisements from trams running everywhere in Shanghai as early as the Republic of China period, and this situation was also common in movies, in the mid-1990s, the most important outdoor advertising form of car body advertisements was not paid much attention to. In 1995, the body advertisements covering the entire car were almost impossible in China.

The great development of body advertising is still the popularity of body advertising in the entire Internet industry in 1999. Zhang Ke has always had a deep impression of the eye-catching Sohu fox footprints and tail of the bus.

As the only movable outdoor media, body advertising can actively appear within the eyes of ordinary citizens and become the most effective form of advertising outside of TV media. Since body advertising has just started in 1995, it is still not valued. The cost of body advertising is unexpectedly low, and the cost of body advertising is even much lower than advertising on radio stations.

Zhang Ke had long decided to use car body advertising as the main marketing method other than CCTV advertising, but when the press conference was held in the provincial capital, the time was not enough.

Everyone got off the bus and waited for the second double-decker bus to pass. This was also the first time that Huishan City bus system introduced this double-decker air-conditioned bus. Ten of them were purchased for the first time. The tall and lengthened body, coupled with the dazzling colored advertising exquisite patterns, attracted the attention of tourists and citizens in the square.

Many people passed by and were still talking: "The current businesses are really amazing, and the advertisements are all on the bus."

Jing Feihong, the general manager of Feihong Advertising, and Huishan dealers quickly drove over to meet up. They also saw the eye-catching double-decker bus along the way. Jing Feihong got off the bus and walked to Zhang Ke and said, "As soon as this advertisement was made, the bus company regretted it, and the offer price was a little lower."

Ten double-decker buses are only 200,000 yuan a year for advertising, but the production cost is relatively high. Even so, the annual advertising cost is only 300,000 yuan on the most prosperous bus routes in Huishan City. The annual advertising cost is only 300,000 yuan, while the annual advertising of large street signs opposite the Hundred One Store in the provincial city is one million yuan.

Zhang Ke said: "It's okay. The current body advertising is only at this price. The new double-decker bus may be more eye-catching, so it's more conspicuous. However, it will take some time to know whether it can achieve the expected results. You need to do a good job in market feedback surveys, and you must also hurry up the production in Shanghai."

Jing Feihong smiled and said, "If we can get the right to publish the bus body advertisement in the provincial capital, will it be helpful to Feihong Company?"

Zhang Ke smiled and said, "The central urban area of ​​the provincial capital has a population of nearly three million and more than 4,000 buses. With a body advertising fee of 20,000 yuan per bus, the entire city has nearly 100 million market potential to tap, and it is quite promising. It depends on the relationship between Feihong Company and the bus system."

Without a strong relationship, it is impossible to get the agency rights for car body advertising in the entire city. Jing Feihong smiled embarrassedly and said, "If Ke Shao can help, there will be hope..."

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

Jing Feihong and Huishan’s dealers came to meet up and asked them to lead the way in front and drive to the Huishan Hotel at the product launch conference.

At this press conference, no other dealers were invited, mainly Huishan local media, home appliance department managers in Huishan's major shopping malls and private business owners engaged in home appliance business wholesale business, the scale and level of the release cannot be compared with that in the provincial capital.

Of course, Zhang Ke only needs this size and level, otherwise his pocket will be tight.

However, at the product launch conference, I expected to see two people who unexpectedly came: Ye Hong and Xie Jiannan.

Zhang Ke was a little surprised and lowered his head and said to Zhou You: "Don't you remember to invite these two young masters from Huishan City?"

Zhou You didn't know what Ye Hong was entangled with Jiang Dai'er, so he pointed at Ye Hong and asked Zhang Ke: "Who is that, staring at Jiang Dai'er, as if he wanted to eat her."

"He really has this idea," Zhang Ke smiled contemptuously, "The young owner of Jiangtian Group, the Mercedes-Benz that I smashed out of recognition may have borrowed from him after Xie Jiannan returned to China."

Zhang Ke thought that they probably came by following the picture after seeing the body advertisement on the double-decker bus. However, Ye Hong stood excitedly at the entrance of the venue and stared at Jiang Daier for a while before pointing at Jiang Daier, his lips trembling and said, "I didn't expect you to show up in public to shoot advertisements. Look at the advertising stars on TV. Which of them is not a living by showing off their flesh? Maybe you are still thinking about being a little star. Don't you think that the female stars who kiss and hug men on TV are disgusting? Do you have to do this in the future? How can you be worthy of me in this way and how can you be worthy of our Ye family?"
Chapter completed!