Countercurrent 1982

Chapter 1266

Just when Duan Yun was planning to look for cooperation with colleges and universities again, the advertising planning department of Tianyin Electronics Factory finally completed the advertising copywriting.

And Duan Yun also temporarily put aside the plan of the chamber of commerce, and started all-round corporate promotion work.

Because the profits in the Walkman market are getting thinner and thinner, and facing strong competition from the Shenzhen Electronics Group, Duan Yun has no way out. He has to find new profit growth points for Tianyin Electronics Factory. Fight the advertising campaign well.

After more than two years of operation, today's audio electronics factory is now dominated by the chamber of commerce for product promotion, and its sales and after-sales network covers all parts of the country. The network is so huge that it was unprecedented in China in the 80s.

In addition, the relationship between Duan Yun and the media is also very good. On the one hand, Duan Yun itself is a news figure, with many positive and legendary news to dig out. It has always been the research object of many reporters and scholars, so it itself There is no shortage of exposure.

On the other hand, Duan Yun has also established long-term business relationships with many influential and well-known media in China with high advertising fees. The products can quickly gain popularity.

Compared with spending a lot of money on advertising in the past to quickly increase market awareness, after Duan Yun established this advertising department, the advertising plan they made made a qualitative leap in Duan Yun's product promotion model.

For example, the combination of TV commercials. At that time, other domestic companies were still fighting for the high-priced and expensive gold advertising positions. When you competed for it, Duan Yun not only maintained a gold advertising position on CCTV, but also I contacted local TV stations in some provinces and cities, and bought some non-prime time slots that were considered tasteless but very cheap.

After the plan of the advertising department was approved by Duan Yun, a special photography team from Shenzhen local TV station came to Tianyin Electronics Factory on the second day, and conducted a large number of interviews with Tianyin Electronics' Walkman Factory, Video Recorder Factory, and Chip Factory. Duan Yun and his wife Cheng Qingyan also made frequent appearances during the filming of the film, introducing the current situation of their factory and their grand plans for the future.

And all of this was finally filmed into a 20-minute corporate image advertisement. In addition to showing the current technical strength of Tianyin Electronics Factory, the members of the filming team also portrayed Duan Yun's "patriotic entrepreneur" very positively. ", and this corporate advertising video, which cost Duan Yun 30 yuan, was edited into three versions: 3 minutes, 10 minutes, and 15 minutes. .

In addition, in order to promote his repeater products, Duan Yun also assigned his subordinates to search for foreign language professors from well-known universities all over the country, as well as top students in the college entrance examination over the years, foreign students, and signed a repeater product endorsement contract with them at a high price At the same time, some experts in the education field were hired as the company's consultants, and they were asked to regularly write articles recommending repeater products in some educational professional newspapers and magazines, further improving the popularity of the products, and at the same time making the products more and more popular. Accredited by professional educational institutions.

For a while, domestic radio stations, TV stations, newspapers and magazines were full of advertisements for the repeater machine "Learn English well and go to the world". It has become an "artifact" for learning English.

In terms of video recorder promotion, Duan Yun continued to hire Pan Hong, Liu Xiaoqing and Cui Jian as spokespersons for karaoke video recorders. The advertising department of the company also fully demonstrated their creativity and talent, created impressive and entertaining TV commercials, and contacted them at the fastest speed. They were filmed on TV stations and placed in various cooperative agencies. on the media.

At the same time, Duan Yun also sent the first batch of 1 videotapes ordered from Bagualing to the whole country, arranged for local dealers to provide free videotape rental services for local video recorder users, and once again made a three-guarantee package for the products. promise.

In just two weeks, Duan Yun has already invested 800 million yuan in advertising fees, which was definitely a shocking amount in the 80s, and can definitely be described as spending money like dirt.

Moreover, Duan Yun plans to sponsor various academic and technological seminars in the next step, which will bring good public opinion exposure to Tianyin Electronics Factory, and will also allow Duan Yun to get in touch with the best celebrities in China. Excellent companies and products will also receive countless titles, medals and certificates, which can be used as product promotion for their own video recorders and repeaters.

To Duan Yun's surprise, Cheng Qingyan didn't express the slightest opinion about her "spending money like dirt" this time. She even admired some of her husband's actions. The reason is also very simple, because every time Tianyin Electronics Factory Cheng Qingyan, who has tasted the sweetness, has actually realized the importance of advertising, and now the Tianyin Electronics Factory cannot retreat, and the Tianyin Video Recorder Factory has gathered Cheng Qingyan Too much painstaking effort, advertising has become the best choice for her last stand.

And the reality did not disappoint Duan Yun and his wife.

In mid-January, the sales volume of repeaters and video recorders produced by Tianyin Electronics Factory increased rapidly. In the second week after the mass advertisements were put on the market, the 1 karaoke video recorders previously sent by Tianyin Electronics Factory to all parts of the country have been sold. It was sold out, and new orders came like snowflakes.

At the same time, after the repeater was put into the market, under the "word-of-mouth recommendation" of a large number of education experts and scholars and the top students in the college entrance examination, there was also a small explosion in sales. In two days from January 1 to 15, Tianyin Electronics Factory We have received a total of 16 orders from exclusive distributors of chambers of commerce all over the country. Due to the constraints of only more than 20 flash memory chips per day, these orders will take at least half a year to complete.

Therefore, increasing chip production has become a top priority. Duan Yun must ask the chip factory to improve the process and increase production.

However, although the chip factory only produces 1000 pieces per day, the profit is still very considerable. After cost accounting, the cost price of each flash memory chip is about 110 yuan. The ex-factory price of the chip is internally digested, so the price is not determined Not too high, only 160 yuan, which means that the chip factory can make a profit of 50 yuan for each chip produced, and 5 yuan a day, and with the improvement of production technology, the cost will further decrease.

The Tianyin brand Walkman was installed again.After the voice storage repeater circuit with a flash chip, the cost price of the repeater is 380 yuan, while Duan Yunding’s ex-factory price is 720 yuan, and each unit can make a net profit of 340 yuan, which is almost a 20% profit. In this way, 7000 units The total profit will be as high as nearly 40 million RMB. According to the output of nearly 1.4 repeaters a year, the electronics factory will make a profit of about [-] million.

Although this is still not as high as the record of 3 million annual profit created by Tianyin Electronics Factory when it first produced Walkmans, if it is considered that with the improvement of production technology, the output of products will gradually increase, and at the same time, there are opportunities to use this product Earning foreign exchange through export is the most important thing to stimulate the chip factory, so if calculated in this way, the company's prospects will be very optimistic...

(End of this chapter)