Reverse Rebirth 1990

Chapter 717 731 [Consumption Pyramid]

People's publicity thinking mode in this era is still limited to TV advertisements and simple paper advertisements.

But how did they know that the "MD advertisement" Song Zhichao mentioned was completely different from the leaflet advertisements they knew.

Yes, leaflets are flying all over the sky in this era, especially with the explosion of the health care product industry, such as Sanzhu oral liquid and ant oral liquid, etc., a large number of cheap paper advertisements fly into thousands of households, and even post On the latrines in the vast rural areas, and on the walls next to the national road.

This kind of cheap advertisement "goes deep into the hearts of the people", so the health care product market is also surrounded by cities from the countryside, and it is very popular.

But the problem is that mobile phones are different. Mobile phones are high-consumption products. Can we also advertise like this?
Facing everyone's questions, Song Zhichao didn't tell them too much. He just said that this kind of advertisement can be designed well. It must be rich in content and exquisite in style. It is best to use coated paper for color printing.

At this moment, everyone around was a little confused.

Coated paper color printing?
That capital is huge.

Yes, wouldn't it be enough to simply print in black and white?

Song Zhichao didn't bother to explain to them what is meant by "strength display of contemporary enterprises" --- the more beautifully printed the DM advertisement is, the more it can reflect how strong a company's soft power is.

For example, if you are on the street and you receive two coloring pages for real estate promotion at the same time, how do you judge the strength of these two companies?Of course, it is from the paper, content, style and other aspects of the coloring page.

The better the coloring page is done, the more willing to spend money, and the stronger its power will be in the hearts of the broad masses of the people.

Finally, after solving the above series of problems, Song Zhichao once again handed over the initiative to everyone to study the circulation of this DM advertisement. After all, it is necessary to target the target customers, and the circulation can be controlled at a specific number to avoid waste.

This time, the planning manager has the right to speak. After all, he has been publicizing for so long, so of course he knows who his target group is and how many people he has.

The planning manager said that the target group is the middle class who are getting richer in Zhonghai. After all, buying a mobile phone worth [-] to [-], or even [-] to [-] yuan at a time is a luxury, and not many people can afford it.So the manager set a target of [-] copies.

After the others listened, no one said a word. After all, what the planning manager said was very reasonable. Fifty thousand copies should be a lot, enough to meet the market demand.

Seeing that after I finished speaking, no one said a word, let alone objected, the planning manager was unavoidably complacent. The frustration he had felt before was swept away, and he said in his heart that it is still necessary to be professional in planning, and words alone are not enough.

Thinking of this in his heart, the planning manager couldn't help but glanced at Nie Weidong—he was targeting Nie Weidong, and he was 1 unconvinced about this parachute. Why did he come here to be on an equal footing with these high-level executives?
When Nie Weidong saw the planning manager looking at him, he thought that the manager was "asking" him if he had any opinions with his eyes - after all, he was too sharp just now.

Nie Weidong originally wanted to restrain his light, but since the other party is so sincerely asking for his opinion, then——
"Ahem, I'm sorry, can I say a few words?" Nie Weidong said.

Planning Manager: "..."

I can tell that you can't sit still and want to show off, come on, let's see what you can say.

The others also looked at Nie Weidong.

Song Zhichao took out a cigarette and bit it in his mouth, looking at Nie Weidong with a thoughtful expression.

As the initiator and executor of this meeting, President Bi Wenfeng indicated that Nie Weidong could continue—but he didn’t understand what he wanted to add. In Bi Wenfeng’s view, the target group determined by the planning manager was already very specific and there were almost no loopholes.

Nie Weidong took a deep breath, stood up, and walked to the whiteboard next to the conference room.

Everyone didn't understand what he was going to do.

Nie Weidong stepped forward, picked up the chalk, and directly drew a very simple "Map of Zhonghai" on it. Then, with the chalk like a knife, he swipe the map into four parts.

Then he turned around and said to everyone present: "I have done a rough research, and now there are about 2000 million people in Zhonghai, which can be roughly divided into four groups according to their salary levels." Another pyramid was drawn next to the map.

"They are the lowest level of migrant workers, whose monthly income is around 150 to 300 yuan, and the specific number is about 70 to 100 million; the second level of local employees with a monthly income of around 500 yuan, this group is The largest group in Zhonghai, the number is about 1500 million; the third layer is the employees of foreign-funded enterprises with a salary of about 800 to 1500 yuan, and the elites of other companies, the number is about 350 million; the last layer, the fourth layer, is also the current penetration rate of mobile phones The highest class, they belong to the emerging middle class, most of them are company owners, self-employed, and stock speculators, and their assets are basically hundreds of thousands, millions, or even hundreds of millions...the number of people is about 50."

Everyone did not expect that Nie Weidong would analyze in this way, almost thoroughly analyzing the entire working class and emerging class in Zhonghai.

Nie Weidong took a chalk and directly circled the fourth layer, which is also the highest layer of the pyramid, and said: "At present, they are the main consumers in our mobile phone market, but the ownership of this class has become saturated in recent years, so the planning There is nothing wrong with the distribution target of 50 copies specified by the ministry—[-] copies, one-tenth of which is taken, isn’t it [-] copies?”

"But——" Nie Weidong suddenly elongated his voice, giving everyone a moment to think.

Everyone looked at him, not understanding what he was going to say next.

Nie Weidong's eyes were burning. He stretched out his hand to circle the pyramids on the third and second floors, and said in a leisurely tone, "Why don't we target these two classes? A group of 800 million people, is it like this?" Let it go for nothing?"

Everyone present was stunned—locked the second and third tier groups?
The third level is easier to talk about. After all, the monthly income is more than a thousand, and a few months of savings can buy a mobile phone, but the second level, their monthly salary is only five hundred!

500 yuan, what kind of mobile phone can I buy?
Although 500 yuan seems a lot in this era, after all, the national per capita salary is only about 250 yuan, but Zhonghai is a high-consumption city, and the expenses of a family are all supported by 500 yuan. Anyone who buys it will be called crazy.

Just when all the people shook their heads, expressing their incomprehension and objection, suddenly, applause broke out again.

The planning manager saw that it was Song Zhichao, the big boss again. He couldn't help showing a resentful look, and wondered why there was no applause when I spoke?When it's the turn of this Nie, you applaud?Don't play like this!

　Find information: In 1994, the average annual salary of Zhonghai was 5652 yuan, the average monthly salary was 471 yuan, and the minimum wage was 210 yuan, so it was almost the same as that written in the novel.

　　
　
(End of this chapter)