Chapter 470 Youthful, healthy products!

After the TV commercial was broadcast, the five-element needle became popular 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 advertising mode. Instead, one or two hosts sat in front of the camera and introduced physical goods, in a form similar to today's. live streaming.

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

In general TV commercials, the shorter ones are only 15 seconds, and the longer ones are 30 seconds. At most, the features and functions of the product are briefly introduced. If some plots are added, there is no time for the features and functions. introduce.

And TV shopping starts from seven or eight minutes at every turn, and the host of TV shopping has enough time to introduce the products in their hands, and can even conduct on-site physical demonstrations.

This also allows consumers to have a clearer understanding of the product. If it is slightly exaggerated during the demonstration to highlight the performance of the product, it is easy to sell the product.

Wuxingzhen used a complete set of advertisements to conduct TV shopping, which did not appear at that time.

The media people of that era copied foreign models when they did TV shopping, and they never thought of using this form of advertising to sell products.

For the Chinese people, this is a new type of shopping mode and also a new type of advertising mode.

In ordinary TV shopping, the host will show the products, and many viewers will call to order.

And the nesting doll-style advertisement of the five-element needle, which is one after another, has never been seen by ordinary people, and the horse has been fooled by the five-element needle.

Other TV shopping, at best, is to show the function of the product in front of the TV.

The Five Elements Needle not only has product functions, but also celebrity endorsements, appearances, authoritative certificates, etc., all of which have been assembled, and the publicity effect can be more prominent than the simple display effect.

TV commercials in the 1990s were relatively simple. There were not so many routines. People at that time did not know how to use routines. Even advertisements for health care products were at most just open and honest lies.

Consumers at that time also trusted TV advertisements, especially TV advertisements mixed with various appearances and authoritative certificates. Even today’s people can’t tell the truth from the fake. In the 1990s, the people were even more convinced. .

Five Elements Needle Advertisement,

It is full of various routines. These routines are old-fashioned things in later generations. However, in the mid-1990s, they could fool consumers for a while.

The TV shopping advertisement of Wuxingzhen is as long as eight minutes. It starts with a cactus on the body at the beginning, and guides the audience step by step to consume.

In the end, he even shouted a slogan of giving five-element acupuncture is to give health, and instantly gave another function of five-element acupuncture, that is, giving gifts.

The so-called treatment of illnesses and gifts without illnesses are always a reason for you to buy five-element needles.

The audience in front of the TV in that era really hadn't seen anything in the world.

Moreover, Li Weidong also specially added a top 100 order in the advertisement, with a discount of 500 yuan. This further stimulates the desire of TV viewers to buy.

In fact, Li Weidong's price for five-element needles is 488 sets. The so-called discount of 500 yuan for the top 100 is just a gimmick. No matter when the audience calls, it is the top 100.

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 advertisement aired, several warehouses were out of stock.

This is also due to the fact that the 1990s was a period of outbreak of health care products. At that time, health care products were basically promoted one by one.

The five-element needle was launched at this time, and the hot sale was inevitable.

If it was changed to another period, it would not have such a good effect.

In the early 1980s, the common people had not yet become rich, and eating a full meal was still the mainstream pursuit of many people. It would be good to eat malted milk essence or calcium milk biscuits, but they could not afford health care products at all. No matter how good the advertisement of health care products is, it is no use for ordinary people to afford it!

After entering 2000, more and more health care product scams have been exposed. Many people have been taught the IQ tax. It is not so easy for health care products to fool people.

At the same time, the country has also promulgated a series of regulatory regulations, and stricter supervision is also a great restriction for the entire health care product industry, so that the health care product industry cannot brazenly exaggerate.

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

In the 1990s, ordinary people just had some money and could afford health care products, which made the whole health care products market have good prospects.

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

Due to the backward medical technology and the lack of ordinary people's health knowledge, health care products can be fooled into buying a large group of people with a little propaganda.

For example, a certain health product is promoted and sold because it contains docosahexaenoic acid, which is what we often call DHA.

In propaganda, this docosahexaenoic acid can make people smart. And ordinary people don't know the real effect of docosahexaenoic acid, they just think it is a very high thing, so they listen to the sexual propaganda of the product.

So the slogan Make 100 million Chinese smart made the product a hot seller.

Another health product claims to contain ginseng, Ganoderma lucidum, velvet antler and other precious medicinal materials in the propaganda. After eating it, it can cure almost all diseases, and it is about to become a fairy.

When the common people heard that, there are so many precious Chinese herbal medicines in this health care product, which are great tonics that are hard to come across at ordinary times.

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

All health products are selling concepts and promoting various nutrients, but it is unknown whether there are actually these nutrients.

Even if there are these nutrients, it will not achieve the effect of product promotion.

To sum up, the reason why health products could create huge profits at that time was the information asymmetry.

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

The businessman said that how many trace elements I have in it are extracted from ginseng. A knowledgeable consumer sees that this trace element is also found in radishes. Naturally, this product cannot be sold.

In the future, many health care products will only be sold to the elderly, not because the elderly are stupid, nor because the elderly are afraid of death, but because the elderly lack health knowledge, they are the largest group of information asymmetry, and they are most easily fooled.

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

...

Holding a financial statement, Lu Guangming said cheerfully; Mr. Li, the previous advertising expenses were really not in vain. Last month, our sales of Wuxingzhen reached 20 million!

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

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

Eight hundred hours is a lot and sounds like a lot of advertising dollars.

But in fact, it is not so much when it is flat to various places.

The advertising fees of local stations are not expensive, and it is difficult for local TV stations to receive advertisements. At that time, the source of advertising revenue for many local TV stations was mainly by posting notices of missing persons.

The price of a set of five-element needles is as high as 488 yuan, which can be described as a huge profit product. A few sets are sold casually a day, which is enough to pay for advertising fees.

Li Weidong continued: Advertising can't be stopped, it has to continue. Five elements acupuncture is a health care product that relies on advertising. The more comprehensive the advertising coverage, the higher the sales of the product.

In addition, we can't just rely on TV shopping, we can appropriately expand some channels. For example, pharmacies and shopping malls specializing in gifts can become channels for selling five-element acupuncture.

In the past, our five-element acupuncture was a new product, and no one knew it even if it was brought to a pharmacy or a shopping mall. But now, through advertising, we have made Wuxingzhen a household product that can directly enter retail channels.

In addition, I also plan to add more fire, focusing on promoting the concept that the five-element needle can be used as a gift. The Mid-Autumn Festival is coming soon. At that time, it will enter the peak period of gift-giving. There will be a Spring Festival in the future, and many people will give gifts.

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

The time of delivery should also choose the most golden time. For example, before the broadcast of News Network, before the broadcast of Weather Forecast, there are dozens of consecutive TV spots at 8 o'clock in the evening.

The theme of this advertisement is not to introduce the function of the five-element needle, but to emphasize the positioning of the five-element needle as a gift, and to leave an impression on the common people.

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

Li Weidong's remarks were a bit jumpy, and Lu Guangming reacted for a long time before he understood.

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

Dong Li, your trick is brilliant! The packaging is more refined, and the price can be more expensive. At that time, a set of five-element needles will be sold for one 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 premium, deluxe, and flagship. The higher the grade, the more expensive the price! In the end, we can get an ultimate A limited edition, a set sells for eight thousand eight hundred and eighty-eight!

Lu Guangming nodded suddenly, he said something darker than his heart, ten of me, Lu Guangming, can't compare to you and one Li Weidong!

...

China has been a human society for thousands of years, focusing on ritual exchanges.

Therefore, China has always had a tradition of giving gifts. In retrospect, there is a record of giving birthday gifts in the Book of Songs, and in the Book of the Later Han Dynasty, it is recorded that subordinates give gifts to their bosses.

Gift-giving in traditional culture is not equivalent to bribery.

Gift-giving is a common social phenomenon, in order to express a certain wish or message, such as blessing, showing love, expressing friendship, or simply wanting to help each other. This can be seen as a social tool.

The bribery is to seek illegitimate gain.

In the 1980s and 1990s, the situation was particularly serious. Since the country was just reforming and opening up, and various laws and regulations were not perfect, the function of relationship was strengthened, and the function of legal system was weakened. The affection between acquaintances can replace the contract. and competition.

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

If you are not an acquaintance, then send some gifts in the past, and you will naturally lose once you are born twice.

If it is an acquaintance, gift-giving is also a key factor in maintaining acquaintance relationships.

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

For many commodities, their biggest role is not to be used, but to be given to others as gifts.

For example, for some famous wines, people who really spend money to buy them are not for drinking, but to give them away; and people who really drink famous wines don’t need to spend money to buy them, and they will naturally be delivered to their door.

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

In the 1990s, materials were abundant and there were more types of gifts. 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 products were taken by themselves.

By the late 1990s, health supplements had become gifts for others.

Li Weidong is very aware of the process of turning health care products into gifts. During this period in his last life, Li Weidong had just started his business. In order to ask people to do things, he often gave gifts and bought various health care products as gifts.

Therefore, Li Weidong had planned for a long time to emphasize the gratitude of the five-element acupuncture, hoping that the five-element acupuncture would be a gift from an ordinary health care device.

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

Dumplings costing dozens of yuan on the Dragon Boat Festival, and bulk mooncakes costing tens of yuan on the Mid-Autumn Festival, can be sold for thousands of yuan in gift boxes.

After the health care products, which were already huge profits, were given the attributes of gifts, their prices could skyrocket!

...

At six fifty-nine in the afternoon, the seven o'clock news will start in one minute.

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

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

No gifts for this year's festival!

Only five-element needles are accepted for gifts!

Five... OK... Needle!

Immediately after, a narration:

Gifts must be healthy, Chinese five-element needles, youthful, healthy products!