Yanzi Valley of Jingcheng

Chapter 24 What is a Brand?
"Sha Huang, right? You are really looking for us. Your new brand is the most suitable for live broadcast." In a live broadcast base in Qingyang, the business manager of a company said seriously to Guan Sha, "Many of our anchors are the most popular. You must have heard of Ni Die, the number one lipstick lady in China, she had more than 2500 million viewers on the night of the Double Eleven "Live Sales Battle" last year, and she has always been on the "Top Anchor" list."

The business manager talked about how proud Ni Die looked in his eyes, and his waist straightened a lot.

"Then Ni Die, I want the best." Guan Sha didn't think about it, she wanted the best in everything, the best beeswax for lipstick, the best natural toner, and the best outer packaging. Naturally, the brand salesman must be the top in the industry.

The beauty base is composed of several newly built buildings. The exterior walls of these buildings are all see-through floor-to-ceiling windows. Passers-by on the side of the road can clearly see the roughly placed items on each floor. From time to time, some women with heavy makeup pass by on the street. Du Jing It is inferred that it should be the anchor.

The first floor of the building is the reception area, the second floor is women's clothing, the third floor is cosmetics, the fourth floor is children's clothing, and the fifth floor is daily necessities.

After Guan Sha and Du Jing visited all, they found that in the daily necessities area on the fifth floor, there was a small corner where men's clothing was displayed, and it was men's clothing of mixed ages. This shows that the status of the male group in the consumer industry is very small. .

Why did Guan Sha come to the live broadcast base to find a way?

Because the traditional media has beaten her to pieces.

Guan Sha thought about it in the rental house before, and thought that her judgment was too hasty. The advertising methods she and Du Jing consulted before, as long as they are operated properly, are not completely unacceptable.

The LED digital advertisement on the back of the taxi roof is too small, the Fengchao cabinet advertisement is somewhat split, the air ticket-related advertisement is inefficient, the TV advertisement of the portable hotel is too expensive, the light box advertisement at the entrance of the kindergarten destroys the flowers of the motherland, not to mention the subway car handle bar Pocket advertisements and wall-painting advertisements in towns and villages are all unreliable for new brand lipstick products.

In the end, Guan Sha chose the following methods:
1. The light box advertisement of the access control passage of Yanzigu Community

The Yanzi Valley building is multi-storey, and the flow of people is much larger than other old-fashioned communities. The original price of 10 yuan for 5600 days was discussed by Guan Sha as 10 yuan for 5000 days, because she can vote for 30 days at a time, with a total price of 15000 yuan.

2. Video advertisement in the elevator
电梯内视频广告50元1小时，无法讲价，于是关莎选了早上7:30至9:30，下午6:00至7:00，均为上下班高峰期，1天共3小时。

Not only that, Guan Sha also observed the occupancy rate of each building in Yanzi Valley. Due to limited funds, she selected the four buildings with the highest occupancy rate and only put them on 4 working days in a month. The price is: 20*3*4*50=20 (yuan)

3. Huge poster advertisement outside the bus compartment

Guan Sha deliberately picked the No. 1 car that crosses all the main roads in Qingyang. The advertised price is 10000 yuan per day. Guan Sha was just testing the waters, so she bought it for 1 day, with a total price of 1 yuan.

4. Advertising in large supermarkets

Lipstick is a daily consumer product, and Guan Sha, a big consumer scene like a supermarket, naturally wants to try it.

The advertised price is 1 yuan per day. I don’t know if the management staff in charge of attracting investment from the supermarket took the initiative to cut the price by 18000 yuan in order to improve performance or because of Guan Sha’s beauty. Guan Sha only dared to try it for two days, and the total price was 2000 yuan. .

So, after Guansha registered the company, got the goods, and filed the lipstick in the "Domestic Non-Special Cosmetics Filing Information Management System", the advertisement was successfully published, with a total price of 69000 yuan.

Guansha's company name is: Qingyang Shahuang Co., Ltd.

Guan Sha cares more about the advertising effect than anyone else, so she has almost become the most beautiful female spy and female voyeur in Asia.

In those few days, she clutched her mobile phone anxiously, waiting for WeChat messages at any time, standing guard at the access control passage of Yanzigu Community, or going up and down in different elevators, and slipping to supermarkets every two hours. She picked the stop of the bus, repeatedly admiring her "Shahuang" brand additive-free jelly-colored lipstick advertisement, and sneaking a glance at the pedestrians around to see if they stopped their eyes on her advertisement.

It's a pity, at least what Guan Sha observed, except that someone looked up at the video advertisement in the elevator, other types of advertising models are completely useless.

Passers-by are either looking at their mobile phones or looking at their mobile phones. Even the acquaintances who are talking around rarely look up. Who has the time to pay attention to advertisements?

The effect of traditional advertising has little effect, and the sales of WeChat applets are naturally cool.

After two weeks, Guansha only sold 18 lipsticks, leaving 2982 lipsticks in the backlog.

Shahuang lipstick is priced at 128 yuan, because Guan Sha thinks that her raw materials are the best, and she is not positioned as a low-end brand, so it is worth the price, so Guan Sha’s total income in the past two weeks is: 128*18=2304 (Yuan)

Seeing the sales, Du Jing laughed until her stomach almost cramped.

The factory produces 3000 lipsticks, each at 10 yuan. Guansha’s raw material cost is 30000 yuan, advertising costs are 69000 yuan, and the total cost of production and marketing is 99000 yuan. If you include Guansha’s various travel expenses, food expenses and rent money , has already exceeded 10 yuan.

Therefore, Guan Sha successfully exchanged 10 yuan for an income of 2304 yuan in this venture, which is really "gratifying and congratulations"!
But Guan Sha didn't think so. She thought the 10 was well worth the money.

Although the sales performance is terrible, Guan Sha finally verified a truth with her own experience: whether selling lipstick can make money or not depends on marketing ability, no matter how low the cost is or how high the gross profit is, only by selling it can you be qualified as a brand owner !

This also explains why so many domestic factories have good production technology, but they would rather earn hard money for a lifetime than build a brand, because there are two ways, difficult and easy, and they choose easy.

What is a brand after all?

Brand is not only the image of a company, the attitude of the operator, but also the accumulation of good products in time and space.

It is not difficult to find that looking at all industries, there are many good products, but there are only a few good brands, because there are very few operators who are willing to accumulate and accumulate.

Although the 10 yuan did not make Guan Sha clear about the way forward, it at least ruled out a few paths that she could not take at all.

Traditional advertising channels were ineffective, so Guan Sha decided to try the popular online live streaming.

She also heard that the traffic of big anchors is against the sky. A few words of "Oh My God", "Look at it", "My God!", "Amazing" and "Buy it!" can sell tens of thousands of dollars in a few minutes. Lipstick!
Since Ni Die's focus is on the beauty industry, the audience in the live broadcast room are all Guan Sha's target customers, and the anchor itself is a gold medal salesman who has been proven by the market, so why hesitate?
Guan Sha has her eyes on Ni Die, and agrees with Ni Die's business manager's opinion: Live promotion is very suitable for brand new products that consumers have never seen before.

In the live broadcast room, most of the users watch the anchor’s promotion and listen to the anchor’s chat with an entertaining attitude, without the awareness of saving time and energy. After all, if these people have, they will buy things through direct search instead of spending their lives in the live broadcast room.

Such people who aimlessly entertain themselves are unlikely to resist new product advertisements, because the anchor is a personal advertising machine, so why do people who resist advertisements watch live broadcasts?

Therefore, new brands can be fully displayed in the live broadcast room, which greatly reduces the resistance for users to receive product information.

The business manager told Guan Sha that many brand owners of new products use their live broadcast room as a breakthrough in the early sales, first to increase the popularity of the product, sell some of the goods, and then cooperate with other publicity channels.

"Your goods must be shown to Ni Die first. She picks the goods herself. She thinks that you can really buy them." The business manager said, "The regular viewing time starts at 3:00 pm every day. You'd better arrive two hours in advance, otherwise you won't be able to line up, and your 2900 lipsticks are too few, if you sell more by then, you will lose money if you don't have time to stock up and delay delivery."

Guan Sha was about to agree, but on second thought, this anchor hadn't even tried. If she emptied out her family and couldn't sell it in the end, wouldn't there be no room for turnover?

So Guan Sha asked with a smile, "I only have so much at the moment. You see, if you sell it in a fixed amount this time, it will be over when consumers grab it."

After hearing this, the clerk looked slightly contemptuous, "You're at a loss, because not all products can be broadcast by Ni Die, and the pit fee is 60 yuan, and you can't get back even if you sell such a small amount."

60 per pit fee?Hearing this number, both Guan Sha and Du Jing were petrified...

The so-called pit fee is an idiom in the live broadcast industry, which refers to the time period when the anchor introduces a product to consumers in front of the camera.

The time period can be long or short, mainly depending on the anchor's popularity, mood, habits and product attributes.

The pit fee is a pure expense for a brand like Guan Sha. Even if Ni Die did not sell a single lipstick after the broadcast, Guan Sha must give her 60 first.

Should Guan Sha be troubled by this?
No, she doesn't even have the right to be distressed, because the money left in her pocket is far less than 60. If she wants to buy Ni Die's admission ticket, unless she makes an exception to raise another sum of money, this will violate her original promise of Guan Sha The rhetoric of killing Dad with 20 yuan.

Thinking of this, Guan Sha sullenly pulled Du Jing and turned away.

Du Jing was puzzled, "Why are you leaving? Don't want Ni Die anymore?"

"Not enough money." Guan Sha whispered.

Du Jing immediately shook off Guan Sha, "Oh, what's the matter! I borrowed from you!"

"No, I said relying on myself is relying on myself." Guan Sha was very stubborn.

"Are you so sick!" Du Jing yelled, and at this moment, Guan Sha pulled the corner of her clothes abruptly, and pointed to the front not far away for her to take a quick look.

Du Jing turned her head, very surprised, a chubby man was almost walking in front of them.

"Damn it, it's you again, the man who crashed the car? Why are you everywhere!" Du Jing loudly questioned Ren Tianxing.

(End of this chapter)