Yanzi Valley of Jingcheng

Chapter 29 Not Paying the IQ Tax

On the day Ren Tianxing, Guan Sha and others bid farewell to Ni Die, the first sister of domestic lipstick, Guan Sha's longing for her own business was almost completely extinguished.

She thought her exclusive and original lipstick was flawless, but Ni Die picked out a lot of flaws, and it was also fatal flaws such as poor consumer experience and the flood of substitutes in the market.

Naturally, the foundry that originally cooperated with Guansha would not raise these issues, because the foundry only needs to make money for production, and does not need to pay attention and is unable to do a good job in subsequent product marketing.

If they do a good job and know how to provide targeted advice to the brand side, then they won't be just an OEM after so many years.

While the sharp-tongued Ni Die gave Guan Sha a heavy hammer, it also left a deep impression on Ren Tianxing.

"These black tubes and white tubes are all eliminated colors, as ugly as they are, please don't be planted by those KOLs and KOCs of the little blue book, okay? Be sensible!"

This was Ni Die’s most expressed point of view that night. Ren Tianxing was at a loss as to what “planting grass”, “KOL” and “KOC” she said.

Of course, there are nearly a hundred pieces of Ma Aisie lipsticks on the table in the live broadcast room, and it is not only the color 65 that catches Ni Diefa's eyes.

When Ni Die tried the color No. 22, she exclaimed, "This color...is too pretty..."

"You said the three words 'too good-looking' now, I thought I heard..." Before the male assistant on the side finished speaking, Ni Die grabbed his arm desperately, "Hurry up and turn on the light for me, oh my god Color... am I not blind, lamp! lamp!"

When the male assistant shined the light on Ni Die's lips, Ni Die's pupils were wide open. She checked it again carefully, and then said solemnly, "Everyone pay attention, Ma Aishi's No. 22 color, There are galaxies, the kind of galaxies you can see with a telescope."

As Ni Die said, her eyes kept staring at her own lips, "Let me tell you, this color is a perfect combination of nude and pink, very beautiful and gentle!" After she finished speaking, she finally put her lips close to the camera, Let more than 1400 million netizens in the live broadcast room see the close-up effect at the same time.

That color is indeed like the fairy grass milk tea with a touch of strawberry powder and milk ice cream added. Guan Sha and Du Jing are both cute by such a soft and beautiful color, but Ren Tianxing's first reaction is: Isn't this a pinker color? ?What does tenderness have to do with it?
In Ren Tianxing's view, even if the nude pink color recommended by Ni Die is applied on his girlfriend Mo Ru's mouth, Mo Ru will not suddenly look so gentle; Ren Tianxing will not even notice that Mo Ru is wearing lipstick, and even more Don't ask him what a big man can see on a woman's lips, the Milky Way that can only be seen with an astronomical telescope...

"Ni Die would like to remind everyone that this nude pink No. 22 is only available for people with light lip color. Not only the lip color must be light, but the skin must also be white. Remember what I said, light lips, fair skin, color No. 22! No. 22! My goodness is so beautiful!" Ni Die is still admiring herself repeatedly, "You can instantly become a blooming flower when you apply it Qiangwei! This is the color that 500 yuan lipstick should have! This is the grade of Ma Aishi! This is..."

Ni Die's words of praise were as unstoppable as a machine gun, and at this moment, people around exclaimed: Ma Aishi's 22 color is the same as the 65 color, and it is out of stock worldwide!
After eating melons here, Ren Tianxing had to admit a conclusion he had read before. In the consumer market, the order of purchasing power from high to low is: women, children, the elderly, pets and men.

Women are at the top, men are at the bottom, not even pets.

Therefore, for products such as cosmetics, skin care products, clothes, bags, shoes, daily necessities, and even artificial idols, variety shows, and TV dramas, we must try our best to target the female group and stay away from young men like Ren Tianxing. "My Sister" is a popular variety show for girl groups, and the audience watching the voting, are all the audiences who post and buy products online are female audiences?

A bunch of singing and dancing girl group members can't mobilize men to read comments or buy spot products, let alone non-star anchors in suits?

Ni Die's performance tonight will only make Ren Tianxing feel that this female anchor is a bit interesting, and his understanding of lipstick should be more professional, but he will never spend money to buy Ma Aishi's No. 65 and No. 22 colors.

Ren Tianxing couldn't even understand what Ni Die thought was the difference between a lipstick with style and lipstick without style; he naturally didn't know which color was Ma Shi and which color was not.

It is said that women are harder to please than men, but they do not know that men are the most difficult to please.

Men think that spending 500 yuan to buy a lipstick with a raw material cost of only 10 yuan is basically paying IQ tax, especially young men like Ren Tianxing who live in first- and second-tier cities and have received higher education are extremely sensitive to IQ tax. No less than women's sensitivity to their own age.

The IQ tax is aimed at high-margin products, such as facial masks that cost a few cents, and sell for dozens of yuan, and 95% of the profits in the middle are given to the sales channel instead of the product itself. There are [-] unforgivable things in consumer psychology.

In contrast, the gross profit margin of electronic products with men as the main users is recognized as low.

A manufacturer produces a game console with a price of tens of thousands, and each person can earn a few hundred yuan from various channels. The gross profit rate is less than 10%, so the money for electronic products is far less easy to earn than for cosmetics.

While listening to Ni Die's introduction of the product, Ren Tianxing also deliberately checked the girl's "rollover record".

Sure enough, the only time Ni Die "turned over" in the past two years was when she was promoting men's skin care products.

No matter how much she bragged about that men's skin care product, men would not buy it, and most women would not buy it for their boyfriends or husbands, saying, "He doesn't deserve it!"

In the end, Ni Die only sold a few hundred sets of the live broadcast room watched by more than 1000 million people. For a small anchor, a few hundred sets may be the sales ceiling, but for Ni Die, it is the Waterloo of his career.

Skin care products are "IQ tax" products. The underlying logic of most men is that they are exempt from paying IQ tax. Therefore, men's skin care products are an existence that runs counter to the logic of the target customers. Even if they can be sold, it is impossible to become a big hit. A global hit.

Ren Tianxing, as a normal man, is full of vigilance against empty concepts such as dazzling advertising pictures, before and after comparison renderings, and brand image. His own male gene seems to be inherently immune to high-margin products. Impulsive consumption bought home, and Ren Tianxing could not make repeated purchases in a short period of time.

But women are different.

A woman can buy five or six bottles of body lotion, a dozen bottles of face cream, dozens of lipsticks, and hundreds of pieces of clothing a year, but it is impossible for a man to buy five or six game consoles, more than a dozen monitors, dozens of mobile phones and Hundreds of headphones...

Therefore, Ren Tianxing concluded that the main audience of Ni Die's live broadcast room is definitely not young men like himself, and the electronic products that men like should not be the main products of live broadcast, but live broadcast is very suitable for cosmetics companies like Ye Taodu .

Of course, Ren Tianxing did not forget that Xiao Jie asked him to study Ye Taodu, the number one domestic makeup brand, but when he, Guan Sha and others walked out of the live broadcast base, it was already 03:30 in the morning, and Ren Tianxing could hardly keep his eyelids open.

The subway and buses have long been out of service, and only the barbecue stalls are still open in the surrounding shops. The taxi drivers waiting in line for the anchor team to get off work are all eating kebabs by their cars, and the grilled chicken wings with a strong honey flavor have successfully captured Ren Tianxing's attention.

He slobbered and rushed towards the barbecue stall, but he had just asked the boss the price, and the few skewers of chicken wings ready-made on the oven had already been taken by a few big brothers from Ni Die's team

"Don't look for it anymore." The leader finished talking to the boss, and ran to grab a taxi. Probably due to network delays, those buddies ran far away before Ren Tianxing heard the boss's mobile phone ringing the payment reminder: Wechat payment , 65 yuan.

A few skewers of chicken wings must not exceed 60 yuan. The boss was very happy when he heard the amount of payment, and he didn't feel any guilt towards Ren Tianxing, "Hey brother! Don't mind! It's better to bake now!"

As the boss spoke, he bent down to take the raw chicken wings from the shelf below. Unexpectedly, the chicken wings and other meat were gone. The boss was quite embarrassed, "There are still corn and leeks left, how about some skewers?"

Ren Tianxing was aggrieved. Although he nodded in agreement, those yellow and green things on the grill were not his first choice at all.

But the saddest thing was still behind, Ren Tianxing, who had finished eating leeks and corn, looked back, Guan Sha was gone, Du Jing was gone, and even the long queue of waiting taxis had disappeared.

"No car?" Ren Tianxing was shocked.

"You need to grab a taxi, I thought you had a car! It's far away from the city, so it's hard to get a taxi. Call a taxi here." The owner of the barbecue stall kindly reminded him while closing the stall.

Ren Tianxing took out a taxi-hailing software from his trouser pocket, called for a taxi for 1 minute, but no car took the order; called for a taxi for 2 minutes, and no car took the order...

"Hey boy, you want to pay more. You said it is far away from the city, at least 20 more!" The barbecue stall owner rode away on his tricycle bumpy after finishing speaking.

Ren Tianxing stubbornly didn't listen to the boss's advice and insisted on not adding money, but in the end he really insisted on not having a car.

Why do you have to fight for speed in everything in this city, you have to fight for speed when you write reports, you have to fight for speed when you eat grilled wings in the middle of the night, and you have to fight for speed even when taking a taxi!

With a mouth full of leeks, Ren Tianxing swore secretly that he must complete the task given by Xiao Jie quickly!
Just because the leader didn't set a time limit doesn't mean that the leader really doesn't have time requirements. Xiao Jie can't even walk like that. Maybe he is allowed to do research at a leisurely pace?

Ren Tianxing thinks fast, and Guan Sha also thinks, more than anyone else, she wants to taste the taste of entrepreneurial success, and more than anyone else, she wants to quickly cash out the remaining lipstick in her hand and get back the funds quickly, but now her beeswax and natural The additive-free lipstick with the slogan of toner seems to be despised even by herself, and it will soon become a paste that will be discarded by the market.

(End of this chapter)