Countercurrent 1982

Chapter 1096 Marketing Plan
"The new factory will be put into operation in early April. We still have a lot of things to deal with during this period. We may not be able to return to our hometown this year..." Duan Yun paused, and then said: "But don't worry, I will try to make it by the end of the year. Take our parents over and let them spend the winter in Shenzhen."

"It's okay, communication is much more convenient now. I just talked to my parents yesterday, and they can understand our current situation." Cheng Qingyan said.

The couple haven't returned to Daxing for more than a year now, and during the Chinese New Year this year, they just made a phone call. Although they made a lot of money, they also gave a lot, and they occasionally feel homesick.

Compared with Duan Yun, Cheng Qingyan, as the only daughter in the family, will always have some discomfort after being away from her parents for so long, but fortunately, she has a more persevering personality and has gradually adapted to the life of starting a business in Shenzhen.

In addition, the husband and wife have already discussed not to have children for the time being, because they have no time to have children at all, so they plan to call their parents to Shenzhen for the New Year if the business is good this year. If they stay in Shenzhen, the two are going to have a child, so at least the parents can help take care of it.

"During this period of time, you have to work hard, keep in touch with our dealers across the country, and let them do more market feedback, including sales and consumer feedback on product use. When we put it into the market, we try our best to ensure that there will be no problems with the product, just like when we sold colorful tape recorders before, it is still too late to fix the problem, once there is a problem with the quality of the product on the market in large quantities, the consequences will be very serious.” Duan Yun Zheng Se said to his wife.

"I understand." Cheng Qingyan nodded, and then said: "Do we need to run a wave of advertisements now?"

Now Cheng Qingyan has figured out some of her husband's business routines, that is, to carefully polish the product in the early stage, accurately position the product's consumer groups, rely on advertisements in the middle term, and invest a lot of money in crazy publicity and promotion, so that the product can be sold in a very short period of time. A very high sales volume can be achieved. The previous Duocai brand recorder once created a brilliant record of a monthly net profit of more than 1 million.

As for the later stage, it is to continuously upgrade the products, and at the same time flexibly adopt the method of price reduction for promotion, so that the products will always maintain a relatively high sales level.

These business models that seem to be more common in later generations were actually very rare in the planned economy era in the 80s. Duan Yun also brought into full play the characteristics of fast-moving consumer goods in electronic products.

"No need for now, but we need to plan the advertising copy well during this time. If the copy is excellent, it will have twice the result with half the effort for our advertising." Duan Yun said.

"Advertising copywriting?" Cheng Qingyan was startled when she heard the words, and then said to Duan Yun: "Isn't advertising just to promote your own products? Of course, you can also find a few celebrities to endorse, isn't it very simple?"

In Cheng Qingyan's impression, domestic TV advertisements are almost the same nowadays, nothing more than showing the appearance of the product on the screen, and then there is a background sound, usually a line to praise the quality of her product, there is nothing special about it.

The only bright spot in domestic advertisements these days is the famous advertisement of Yanwu Recorder Factory, but this advertisement is not a good idea. Later, Duan Yun also invited Cui Jian to do the same advertisement, that is, he sang and said the words of the advertisement. , not to mention much technical content.

"Our advertisement this time needs to add some marketing strategies, it's not simply asking a few celebrities to speak lines on it." Duan Yun pondered for a while, and then said: "Let's put it this way, let me ask you, if A family's monthly income is only 80 to [-] yuan, how many families do you think will spend hundreds of dollars on our Walkman?"

"This..." Cheng Qingyan thought for a while, and then said: "It shouldn't be many..."

Obviously, in Cheng Qingyan's opinion, the current price of the Walkman produced by the factory is really not cheap. For ordinary families, more than 400 yuan is not a small number. The monthly income of most domestic families is about 80 yuan, and this It is still a relatively good dual-employee. Apart from a series of living expenses such as food, clothing, housing and transportation, they can only save 30 to [-] yuan a month. More or even two years to afford it.

Therefore, people who can afford the Walkman produced by their factory can definitely be regarded as rich people in the current society. Of course, they must have average family conditions, but people who really like this product will buy it, but in general It is said that only a small number of people in China can afford Walkmans.

"Then let me make an analogy again. If this family has a child who goes to school, and buying our Walkman can help them learn foreign languages ​​well, do you think more families will buy our products? " Duan Yun asked again.

"Of course, parents in any family want their children to become dragons..." Cheng Qingyan was originally a very smart woman, and he immediately understood the meaning of Duan Yun's words, so she smiled and said to her husband: "What do you mean? In the advertisement, we should emphasize that our Walkman can facilitate learning foreign languages, right?"

"That's what I mean." Duan Yun nodded, and said: "This is the role of an excellent advertisement. It can make some products that consumers think are optional suddenly become necessary to buy, especially in our country. Family planning has been implemented now, and the upsurge of foreign language learning in China is getting higher and higher. Everyone hopes that their children will have the opportunity to go abroad in the future, and now parents like to compare their children with other people's children. Poor children can’t be poor, so as long as the copywriting emphasizes hope for success and the foreign language learning function of our Walkman, it can attract more potential consumers’ desire to buy.”

"You're right, your idea is really great." Cheng Qingyan praised her husband.

"And our Walkman is going to be sold together. When the consumer buys the Walkman, we will give him a set of English tape tutorials. These tapes don't cost much, but they can make more consumers feel the quality of things. It's worth it, so this month you should turn this idea into an advertising copy, this time I plan to invest another 500 million in advertising, this year our sales profit must exceed [-] million!" Duan Yun said confidently.

(End of this chapter)