Chapter 387 Only pits the rich
The five million advertising fee was smashed, and the TV was immediately filled with advertisements for massage seats.
Advertisements are also placed in different levels. For example, in a regular media such as CCTV, Li Weidong only launched a 15-second advertisement during the prime time period. The main purpose is 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 function of the product. Of course, the 15-second time period can only be introduced one-sidedly, and will not be explained in great detail.
Li Weidong is also worried that he will be labeled as false propaganda, so he does not dare to brag about advertisements on CCTV.
On provincial-level TV stations, advertisements range from 30 seconds to one minute.
Provincial-level satellite TV stations run a 30-second commercial. This commercial is not too loud. In Li Weidong's opinion, it is only to brag a little about the efficacy of the massage seat.
And the one-minute advertisement was placed on a provincial-level local station unexpectedly by satellite TV. This advertisement already has obvious exaggerated propaganda elements.
The local stations at the city level put advertisements for two to three minutes, and occasionally there are advertisements for up to five minutes. The advertisements at this level are purely false propaganda, although there is no massage seat that can be packaged It can cure all diseases, but it especially exaggerates the function of the massage seat.
For example, cervical and lumbar spine massage has been exaggerated as a magic weapon for the treatment of cervical spondylosis and lumbar disc herniation. The blood-activating function of muscle massage has been exaggerated as a health care method for prolonging life, and even emphasized the function of disease prevention.
Anyone with a little medical knowledge knows that this is bragging at all, but most consumers are still more likely to believe in advertising.
Selling health care products depends on one word: blow! This is confirmed by countless real cases.
Li Weidong knows this very well, even if he himself knows very well that he is completely false propaganda, but in order to boost the sales of massage seats, he can only use this trick brazenly.
The first phase of five million advertising expenses may seem a lot, but it is not enough at all. After CCTV and provincial TV stations are finished, the city-level TV stations will not have much money left.
As a result, Li Weidong added another 3 million yuan in advertising fees for advertising on the city's first-level TV station.
Fortunately, advertising fees were cheap at that time, and a city-level TV station only cost 20,000 to 30,000 yuan for a month's advertising.
At that time, TV stations still had full financial appropriation, and advertising fees were equivalent to the additional income of TV stations. At the city level, TV stations had small traffic, and there were not many advertisers. Therefore, advertisers were not only charged with low fees, but also were always welcome. .
At the same time as the overwhelming advertisements were launched, Lu Guangming also began to act.
...
A major hospital in Beijing.
Lu Guangming walked into a doctor's office with integrity.
In future generations, medical representatives would probably not dare to walk into the doctor's office so blatantly.
Doctor Liu, you're busy! Lu Guangming greeted the doctor with a smile.
It's Manager Lu! Dr. Li did not shy away, and directly greeted Lu Guangming to sit down.
After a few words of greetings with Dr. Liu, Lu Guangming took out the brochure of the massage chair, intending to introduce the product to Dr. Liu.
Dr. Liu was also accustomed to this. At that time, medical representatives had not yet adopted the gold sales model, and there was no direct monetary relationship between pharmaceutical companies, medical representatives and doctors.
As the bridge between the doctor and the pharmaceutical factory, the medical representative should give a detailed introduction to the product, and the doctor is also happy to know the basic situation of the drug through the medical representative, which is much more convenient than studying and summarizing through Linchuan. .
Doctor Liu, please take a look, this is a massage seat... Lu Guangming handed the brochure to Dr. Liu.
Dr. Liu glanced at the massage chair and said, I've seen this thing on TV. When I turn on the TV recently, I can always see an advertisement for this thing.
Doctor Liu is really knowledgeable. Lu Guangming quickly flattered.
Dr. Liu went on to say: But in the TV commercial, the effect of this massage seat is a little too much. It feels similar to those selling oral liquids. It can cure all kinds of high blood pressure and diabetes. This is not a fool. Well! If drinking a bottle of oral liquid can cure diseases, what do we need doctors to do!
What Dr. Liu said is. Lu Guangming continued; There are always some exaggerated procedures in advertising, but this product of ours is different from those oral health care liquids.
Our massage chair mainly has the effect of massage and massage, which is indeed helpful for relieving the pain of cervical spondylosis and lumbar spondylosis and promoting blood circulation. After all, massage and massage in traditional Chinese medicine has a history of thousands of years, so there will be no fakes!
Having said that, but this thing can at most have the effect of adjuvant physical therapy, and it has very limited effect on the treatment of diseases.
Dr. Liu shook his head and continued: I'm a doctor, speaking from the bottom of my heart, I am quite resistant to this kind of health care product! If you are sick, go to a regular hospital to find a doctor, what health care products do you use! Come on, the health care products in the world are basically deceptive.
After all, Dr. Liu is a professional doctor. Of course, the false propaganda in the advertisement cannot deceive Dr. Liu. Not only that, but Dr. Liu scoffs at such false propaganda.
Doctors in the 1990s probably did not have a good sense of health care products, and even most doctors were disgusted with health care products.
Because the health care product market was not standardized at that time, all health care products were exaggerating their efficacy, falsely advertising, claiming that they could treat diseases, and it was the most routine operation for health care products.
This also leads to a large number of patients mistrusting health care products, using health care products to treat diseases, and even trusting health care products higher than doctors.
After many people get sick, they would rather eat various health care products than cooperate with the doctor's treatment plan, which eventually leads to the deterioration of the condition. In turn, they blame the doctor for not taking good care of the disease.
Or taking medicine and taking health care products at the same time, and finally recovering from the illness, it is not the doctor's superb medical skills, but the usefulness of health care products.
Many doctors detest health products, and doctors who take a scientific stand are of course opposed to falsely advertised health products.
Lu Guangming also knew that most of the professional doctors looked down on health care products, not to mention that Dr. Liu was also a doctor at the Beijing University Hospital.
So Lu Guangming quickly introduced: This massage seat produced by our factory is not used with general 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 graduated from 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, as a doctor, Dr. Liu has no psychological resistance.
I saw Dr. Liu nodded: If this is really a product developed by Professor Kang, it's fine for me to recommend it to patients. How much does your massage chair cost?
Our price is 8888 yuan! Lu Guangming said with a smile.
It's so expensive! Doctor Liu couldn't help exclaiming.
Lu Guangming immediately replied: If a doctor recommends a client, there must be a preferential price. You can buy one for only 3,888 yuan.
That's quite expensive, and it's almost up to my annual salary. Dr. Liu said.
Lu Guangming smiled and said, How can it be cheap to see a doctor these days.
That's right. Doctor Liu nodded.
Even now, ordinary people already have basic medical insurance, and seeing a doctor is a lot of money, and many families will go bankrupt because of a serious illness.
In the 1990s, when there was no basic medical insurance, there was no need for serious illness, and ordinary surgical operations could make a family go bankrupt.
Lu Guangming then introduced: Doctor Liu, if you help me sell massage chairs, I will never let you work in vain. For every massage chair sold, our factory will give you 200 yuan as a clinical observation fee.
Li Weidong gave Lu Guangming the authority of 200 to 300 yuan. Lu Guangming set a price of 200 first, and if Dr. Liu refused to agree, he would increase it.
Dr. Liu was taken aback for a moment. He has been a doctor for so many years, and this is the first time he has heard of the clinical observation fee.
Dr. Liu showed a very silly and naive side, and he asked, What is the clinical observation fee?
Of course, Lu Guangming could not directly say that the clinical observation fee is a commission, so he explained: After our product is launched, we need the support of the doctor and provide continued research and observation. Naturally, we need to pay a part of the clinical observation fee to the doctor.
Dr. Liu was stunned again, thinking that the patient should pay attention to the clinical situation of the patient, including the drug reaction and treatment effect. Isn't it the doctor's job? Why do you have to pay!
And this clinical observation fee is really high, selling a massage chair costs 200 yuan!
Wait a minute, how does it feel like it's taking back the buckle!
So Dr. Liu asked with a naive face: Manager Lu, according to what you said, why does this clinical observation fee look like a kickback?
What an ugly kickback! Lu Guangming continued: Although the look and feel are similar, the names are still different.
Just a different name? That's not a kickback! Dr. Liu couldn't help but complain.
...
It is unethical to take back the deduction, but the clinical observation fee of 200 yuan is really good!
In the end, Doctor Liu couldn't 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 will not become the golden rule in the domestic pharmaceutical industry.
Three days later, Dr. Liu introduced the massage chair to a patient with cervical spondylosis, full of anxiety.
You have this disease, if you don't want to have surgery, you usually need to do 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 massages for the cervical spine. Dr. Liu continued, Can you find a place to do massages?
It should be possible, there are many massage parlors on the streets and alleys. The patient replied.
I'm talking about regular massage. Dr. Liu said.
The patient thought, how did the doctor know that I was looking for an irregular massage? Must be the same people!
Dr. Liu continued; If it's not convenient, or if you don't have enough time, you can also buy a massage chair.
Is it the massage chair on TV? the patient asked immediately.
It's almost! But that thing is quite expensive. It costs 8888 for one! Dr. Liu replied.
Close to 9,000 yuan, so expensive? The patient's face suddenly became nervous, which was obviously a huge amount to him.
Dr. Liu continued: If you buy it from me, there is a discount, and you can buy it at 3888.
All of a sudden, it was cheaper by 5,000 yuan, and the patient was relieved. Considering that this was Dr. Liu's recommendation, the patient was suddenly moved.
Doctor Liu said, You should think about it first. If you want to buy it, come and find me, and I will give you an order.
Buy it, I'll buy it! Please, Doctor Liu, give me an order. The patient said immediately.
In order to see Dr. Liu, the patient waited for a full morning. In this case, he did everything at once, so that he would not have to wait another morning when he came to see Dr. Liu next time.
After sending the patient away, Dr. Liu's uneasy heart finally settled down. He sighed lightly, thinking that bringing the goods was not an easy task.
However, selling a massage seat and earning 200 yuan is still something to celebrate.
There are two things in everything. With the first experience of carrying goods, Dr. Liu will become more and more proficient in carrying goods, his skills will become more and more proficient, and his psychological burden will become less and less. Gradually, bringing goods and selling massage chairs became Dr. Liu's daily work.
...
Lu Guangming came to Dr. Liu's doctor's office again.
I saw Lu Guangming took out an envelope, brought it to Dr. Liu, and said at the same time, Dr. Liu, this is your clinical observation fee last month.
Dr. Liu subconsciously picked up the envelope, pinched it in his hand, and found that it was still a little thick.
Lu Guangming said, Doctor Liu, you sold a total of 55 massage chairs last month, so it's a total of clinical observation fees!
What if! I've sold so much! Doctor Liu was shocked, his expression instantly calm.
I saw Dr. Liu hurriedly opened the envelope, took out the money from it, counted it carefully, and it was really 110.
It's not that Dr. Liu has never seen so much money, it's just that he never thought that he could make such a lot of 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, then I will go first. Please work hard next month.
Definitely! Dr. Liu held the eleven thousand yuan in his hands, and said these two words in a ghostly way.
...
Dr. Liu is not an isolated case. In the early 1990s, medical representatives could go to the doctor in an open and honest manner. In addition to the clinical observation fee of 200 yuan, few doctors could stick to the bottom line.
The gold sales model in the pharmaceutical industry is really a Pandora's box. Once opened, it is difficult to control.
The doctor has tasted the sweetness from the gold sales. If there is no clinical observation fee in the future, I am afraid it will be difficult for the doctor to prescribe the prescription willingly.
Medical representatives also get high commissions from the gold sales, and since then they are no longer the bridge between doctors and pharmaceutical companies, but set up ruthless drug sales machines.
Manufacturers also gain profits from gold sales. The most intuitive thing is that the sales of products have increased significantly.
Those patients who spend money on medicine are obviously the only victims, but in the face of disease, patients have no right to choose.
However, Li Weidong's massage seats are relatively expensive, so even if they cheat people, they are all rich people.
In 1993, those who could spend 3,888 yuan to buy a massage seat were definitely wealthy families.
At the same time, the effect of TV advertising has gradually emerged. Many customers bought massage seats after watching TV commercials.
Compared to those oral liquids, massage seats are expensive. Those ordinary oral liquids for health care products cost about tens of dollars a box. Although tens of dollars was quite expensive in terms of income at that time, ordinary people were swindled for hundreds of dollars.
And Li Weidong's massage seat, but 3888 luxury!
Li Weidong also deeply implements one of the major characteristics of luxury goods, that is, it does not cheat the poor, but only the rich.
The rich people in the early 1990s were very poor. From the current point of view, after you have money, you have to do two things, one is to invest the money to preserve the value of your assets; the other is to use the money to enjoy and make life 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, and there were not so many things that could be used for speculation in the world. Even stocks were still a new thing. For most Chinese, treasury bills may be the best investment.
As for taking money to enjoy, the rich Chinese at that time seemed to have nothing to enjoy.
Traveling and shopping abroad did not exist at the time, and even going to Singapore, Malaysia and Thailand only gradually emerged after 1995. There are no yachts, no tender models, no luxury sports cars, no five-star hotels. The so-called enjoyment of life is probably to eat and drink well every day.
What's more, due to security reasons, many people are not willing to show off their wealth very ostentatiously, for fear of being targeted by lawbreakers.
Therefore, the rich people at that time spent most of their money in their own homes, in places that outsiders could not see, but they could feel it.
For example, get a big fish tank and raise a few imported tropical fish. Especially in northern cities, tropical fish need to be equipped with heating equipment.
At that time, many households had to be very economical in electricity consumption, never turning on the lights when it was dark, and equipping the fish with heating equipment. Of course, it was something only the rich could do.
Another example is to buy a set of imported stereos, then buy a laser disc player, match it with a microphone, put on the song Let's Go Away, and then you can sing karaoke at home.
It is estimated that many people have never seen the laser disc player. The laser disc is commonly known as LD. It is a transition product between video and VCD. It was very expensive in the early 1990s. After the VCD appeared, the laser disc was gradually eliminated. .
And massage seats just meet the needs of rich people to enjoy at home.
In the early 1990s, although the proportion of wealthy families in China was not high, China's population base was still there.
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 all over the world to urge goods.
The 1994s were a time when health products were rampant, but any health product could easily receive IQ tax.
In less than a month, the shipment of massage seats has reached 10,000 units, and the upward trend is still very obvious.
The 10,000 massage chairs brought a profit of 26 million to Li Weidong, excluding the 8 million from advertising, a net profit of 18 million.
This also made Li Weidong realize that advertising cannot stop!
Li Weidong added an additional 5 million advertising fees, and at the same time he also took out a sum of money to independently set up a research and development project of massage chairs and continue to launch new massage chairs.
The marketing strategy that only pits the rich must also continue!
