One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 37: "Creativity" on paper (1)
I am honored to have worked at Beijing University of Posts and Telecommunications for more than 20 years.This university is the only national key university in China's communications industry, known as the Whampoa Military Academy of the IT industry.As the "instructor" of the Whampoa Military Academy, I have worked as a brand promotion consultant for Motorola (China) since the 20s, and as a consultant for China Telecom Corporation's data business and brand image promotion. The marketing consultant of China Mobile Communications Group Co., Ltd. has been working for more than eight years, and now he is serving as the marketing consultant of Guangdong Unicom.During my career as a consultant in this industry, I have always felt that the key to business model innovation is to grasp the hot spots of this society, the difficulties of this country, the focus of inter-industry integration, and the pain points that everyone complains about the main contradiction, and then through information Only by means of modernization, especially by grasping the way of mobile informatization, can one become a successful person and owner of wealth in this era.

In the past ten years, I have had seven or eight ideas for planning projects, but due to various reasons, they have not been able to be implemented and executed.I am willing to publish it to the public in this book and share it with you.

One dime to protect health, mobile phone SMS anti-counterfeiting platform
In the summer of 2003, I proposed to China Mobile that we should promote the anti-counterfeiting service of mobile phone text messages.I had a long talk and planning communication with Yao Feng, then director of the New Business Division of the Data Department of China Mobile Group Corporation.What is the future of this project?

Food safety and health are social hot issues that the common people are most concerned about in our era.

Take fake wine as an example: Is it good wine or fake wine?
According to the test results of the National Food Quality Inspection Center from 1991 to 1995 on Maotai, Wuliangye and other famous wines, in 1991, there were 54 samples, with an authenticity rate of 8.4%; in 1992, there were 223 samples, with an authenticity rate of 30.4%; In 1993, there were 291 samples, and the authenticity rate was 45.7%. In 1994, there were 351 samples, and the authenticity rate was 62.3%.

Fake wine brings not only economic losses, but even death!
1998年1月26日，山西朔州市假酒案造成27死亡，222人中毒。

2004年12月12日，云南元江县喝假酒中毒者64人，其中5人死亡。

On May 2004, 5, 11 people died of methanol poisoning in the fake alcohol case in Guangzhou, 14 were seriously injured, 10 were slightly injured, and 15 were slightly injured.

In 2009, at least 112 people were killed in a case of fake alcohol poisoning in western India.

2011年12月16日，印度假酒事件造成167人死亡，截至当时还有90名中毒者在当地医院接受治疗。

Fake wine is rampant, and wine companies are also suffering from it!
Case
Fenjiu Group was impersonated by fake liquor, and the brand lost a lot
Take Fenjiu Group, which was affected by the Fenjiu incident in 1998, as an example. At that time, Fenjiu could sell 1500 tons of liquor during the Spring Festival each year, but only 400 tons during the Spring Festival that year. In February 1999, Fenjiu Company only sold 2 tons of liquor. Economic losses amounted to 1200 million to 3000 million yuan. In 800, the annual report of Fenjiu Group clearly stated that due to the impact of the counterfeit wine incident, the main business profit of the year decreased by 1000%, that is, a decrease of 1998 million yuan.Net profit decreased by 51.36%, or 7195.12 million yuan. [92]
Crisis in the milk powder industry

The "Fuyang Inferior Milk Powder Incident" is a general term for the manufacture and sale of inferior milk powder in mainland China and a series of related incidents that caused illness and death in infants and young children due to consumption of "inferior milk powder" since 2003.

The harmful objects of inferior milk powder are newborn infants who mainly feed milk powder. The main hazard is that insufficient protein intake leads to nutritional deficiencies, and the symptoms of infants with "big head, small mouth, edema, and low fever" are severely stunted; The most obvious feature of symptoms is that the baby has a "big head", so it is also called "big head doll".

安徽阜阳作为“劣质奶粉”的重灾区和产生严重后果的爆发区，据2003年12月19日记者对阜阳市人民医院儿科的采访，仅该医院截至当时就收治超过70例这类症状的婴儿、幼儿。根据2004年4月27日《新华网》发布的国务院调查组对阜阳地区的调查结果，阜阳2003年5月1日以后出生、以奶粉喂养为主的婴儿中没有严重营养不良的婴儿，共有轻度、中度营养不良婴儿189例，阜阳市因食用劣质奶粉造成营养不良而死亡的婴儿共计12人。

Sanlu milk powder melamine incident: In 2008, Sanlu brand infant formula milk powder produced by Sanlu Group in Shijiazhuang, Hebei was found to contain melamine, which led to incidents of kidney stones in many infants in Gansu, Jiangsu and other provinces and cities.Later, melamine was detected in 22 batches of products from 69 manufacturers including Yili, Mengniu, Guangming, Sanyuan and Yashili. Finally, the incident spread, not only milk powder, but also all dairy and flour products in China. The melamine contamination, whose severity surpassed that of pet food exported to the United States in 2007, was ridiculed as "Chinese are not as good as American dogs".

What do these real events that happened above illustrate?Food safety issues are worrying.There are many jokes about food safety circulating on the Internet, one of which said: "The Japanese nuclear leak, the Pacific coast is terrified, but what are we Chinese afraid of? For so many years, we have eaten waste oil, chemical hot pot, and melamine milk powder. What are the poisoned rice and leather milk for? It is to survive the next biochemical war. We won at the starting line, the little radiation, we just smiled calmly, and now we have ham sausage in our mouths It’s even stronger than this radiation.” People don’t feel safe about food, medicine, cosmetics, etc., and this is a huge demand.Therefore, paying attention to health and life safety are the core needs of human beings, and today, they are the most important contradictions in our society.China lacks a sense of security.

A popular joke on the Internet: "Chinese people live too happily":

In the morning, drink a glass of melamine-poisoned milk, eat two steamed buns smoked with sulfur, sandwich a root of Henan-produced lean meat essence pork ham, cut a piece of Sudan red salted duck egg, have two bites of bread made of puffed powder, buy a piece of contraceptive fish, urea bean sprouts, Swell tomatoes, gypsum tofu, poisonous ginger, Malatang plus antidiarrheal medicine, buy some beef paste and stew some swell tomatoes, return to the tofu engineering room, open a bottle of methanol blended wine, and eat a steamed bun with whitening agent and sulfur.Smoke a high-mercury cigarette after dinner, and sleep under the black-hearted quilt at night.Day and night, drink a cup of plasticizer drink when thirsty, eat some plasticizer milk powder calcium tablets when hungry, wow, Chinese people's life is so happy.

In addition to consumer needs, businesses also have needs.Many large enterprises are vulnerable to counterfeit and shoddy products, the brand image is destroyed, and the economic loss is also great.More importantly, they are often afraid to openly crack down on counterfeiting, because if there are fakes on the market, they can't even sell the real ones.Therefore, the anti-counterfeiting project of mobile phone text messages can protect the rights and income of these companies, help them recover losses, and preserve their brand image.

Food safety issues and counterfeit products are also issues that give the Chinese government a headache.These problems are one of the things that the government has been criticized and complained the most by the people over the years. It is the responsibility of the government to crack down on counterfeiting.Therefore, the anti-counterfeiting project of mobile phone text messages will definitely receive the support of the government.

With the support of the government, the support of enterprises and the support of ordinary people, this is an analysis of our market overview.So, how to do it?It is very simple, using the mobile phone, the tool with the highest penetration rate and everyone has one, to crack down on counterfeiting in the following three ways: SMS, QR code and RFID.

The first method adopted in this plan is the simplest SMS, to establish a mobile SMS platform.First of all, the cost is very low. Any mobile phone can send and receive text messages.Anyone can afford to send a text message for a dime.Secondly, without advanced technology, the cost of using the SMS channel is the lowest for the operator, because the SMS does not occupy the network channel, it is sent with a delay, and the network is free, and the message will be sent automatically. When going out, when the network is busy, the text message can wait first, but voice and Internet access are not. Their great cost comes from occupying the bandwidth resources and channel resources of the network.We have calculated that SMS is the most profitable business for operators, and the gross profit can reach 7 cents per ten cents (some online reports in recent years even say that the cost of mobile phone SMS is close to zero, which is equivalent to 1 yuan per thousand).Therefore, for operators, engaging in this business can not only increase revenue and profits, but also create social benefits.

data
Mobile Penetration Rate

According to the "Provincial Situation of Communication Level in the Second Quarter of 2013" released by the Ministry of Industry and Information Technology of China, the national mobile phone penetration rate at the end of June 2 was 2013/6 people, among which the top ten penetration rates: Beijing 87.1 (department/160.0 people, The same below), Guangdong 132.1, Shanghai 129.3, Zhejiang 125.0, Fujian 112.8, Inner Mongolia 104.8, Tianjin 99.4, Jiangsu 98.1, Liaoning 98.1, Ningxia 97.3.

China Mobile, China Telecom, or China Unicom can all build this informatization platform. If operators are unwilling to do so, third-party companies can also invest in the establishment.After establishing this platform, persuade those companies that produce food, medicine, cosmetics, liquor, beverages, etc. to join, give each product they produce a specific SMS code, and print it on the packaging of this product in a certain position.This SMS code forms a one-to-one correspondence with its database ID.Through this code, it can be seen which country, which region and which dealer the product is supplied to.That is to say, a coded connection is made between the division of channels and the whereabouts of commodities.For enterprises, it not only solves the problem of cracking down on counterfeiting, but also solves one of the most troublesome problems in channel management-distributors fleeing each other. The market is good, the price is lowered, and the wine is secretly sold to the Hunan market, which messes up the national market price of the wine company.And the anti-counterfeiting code of this text message can distinguish the wine sold in Beijing area from the wine sold in Hunan area, so that we can quickly find out where each bottle of wine has gone.Therefore, for such coded product management, the enthusiasm of enterprises will be very high.

The biggest difficulty of this project is promotion.First, let all consumers know about this and be willing to use this service.Because the final anti-counterfeiting process is through ordinary people finding the code on the package when they buy these products, and then sending this code to the unified national anti-counterfeiting SMS. Within a few seconds, the database system will automatically give this The mobile phone replies to a text message, and there are nothing more than three results: "Sorry, the product you inquired is not recorded on the record and is a fake." Or "Sorry, the product you inquired should be sold in Sichuan. It should appear in the Beijing area, and beware of counterfeiting." Or "Thank you, the product you inquired about is a genuine product, produced by a certain company on a certain day of a certain year and a certain month."

Second, all related companies should be able to join the mobile phone anti-counterfeiting text message alliance. The more companies participating, the greater the influence of integrating large-scale resources. If only one company participates, the scale will be very small for ordinary people. The operating costs of integrating platforms are high.The key to this project lies in alliance cooperation and win-win promotion. It can first convince the leading companies in each industry that are most affected by counterfeit products.Because they have the most to lose and are the most motivated.

Third, the companies on the platform have to jointly bear the promotion and advertising costs of the SMS anti-counterfeiting market.These big-name companies have very strong advertising expenses.They also have their own distribution channels throughout the country.Moreover, if each product itself is printed with an anti-counterfeit brand trademark, it is actually a billboard for spreading advertisements and a carrier of advertisements.

Case
The anti-counterfeiting alliance is expensive[2]
In March 2000, the "Quality Brand Protection Committee of China Association of Enterprises with Foreign Investment" (QBPC), led by Procter & Gamble, was formally established in Beijing.This is currently the largest anti-counterfeiting organization in China. The first batch of member companies are 3 of the world's most famous multinational companies in China, such as Nike, Unilever, and Johnson & Johnson. As of August 28, 2011, there are already 8 multinational companies. The company joined the Premium Brand Protection Committee.

In addition to paying annual membership fees ranging from US$1 to US$2.5, companies participating in this anti-counterfeiting alliance also spend an average of 500 million yuan on "private anti-counterfeiting".

High anti-counterfeiting costs directly affect product prices

Shanxi Fenjiu Group: According to the data in the 2011 annual report, Shanxi Fenjiu’s anti-counterfeit fee was 358.98 million yuan.

Kweichow Moutai: Since 2003, Kweichow Moutai Distillery has claimed that the annual cost of cracking down on counterfeiting is over 2012 million yuan. In 1.8, it even invested [-] million yuan to build a Moutai circulation traceability system. Traceability and anti-counterfeiting information realizes the quality traceability and anti-counterfeiting of Moutai.

Excessive anti-counterfeiting costs directly affect product prices[3]: Wang Yinliang, chairman of Wang Shouyi Thirteen Incense, said that in the past 10 years, Wang Shouyi Thirteen Incense’s annual expenditure on anti-counterfeiting is higher than the cost of product research and development, and its brand image has been severely damaged In addition, since 2006, due to the sharp increase in raw materials, workers' wages and freight costs, companies have to increase product prices to maintain the survival and development of companies. profit margins.

Fourth, it is more important to invite relevant agencies such as the State Administration for Industry and Commerce and the Government Anti-Counterfeiting Office to participate, and to cooperate with large media, such as CCTV, to do public service advertisements and image promotion.CCTV has a special public service image advertising period, and there is an eye-catching "3" party every year. It is necessary to grasp these key points for promotion.In short, joint media, government, and business promotion.

Fifth, in terms of promotion strategy, on the one hand, it is necessary to tell consumers how many people’s faces are disfigured every year because of buying fake products, how many children unfortunately get sick and die, how many people are blinded by drinking fake wine, and how many people are blind because of fake wine. What kind of harm did you suffer when you bought fake products?At the same time, tell them that they only need to use their mobile phones, spend a dime, and send a text message to protect the lives, health and safety of them and their families.On the other hand, it is to promote the enterprises to let them know that instead of cracking down on counterfeiting by themselves, which is costly and difficult to achieve, it is better to join the SMS anti-counterfeiting alliance and obtain information-based, low-cost protection of corporate rights and interests.Only by protecting our own consumers can we protect our brand image and corporate credit, as well as our income and profits in the era of rampant counterfeit goods.Thinking about customers is thinking about ourselves.In the process of publicity to consumers, each advertisement can also announce which companies are the first to join the SMS anti-counterfeiting alliance, and remind when buying products, if you do not see the SMS anti-counterfeiting trademark, please purchase carefully.Those companies that have not joined the anti-counterfeiting SMS alliance may not be able to sell their products. Once they find that their products cannot be sold, they will take the initiative to join the SMS anti-counterfeiting alliance.

Sixth, all companies that participate in the anti-counterfeiting SMS platform can spend a little money to set up a mobile phone SMS anti-counterfeiting foundation.This foundation does two things.The first thing is to provide financial assistance to victims or families who have been harmed by fakes.The second thing is to encourage crackdown on counterfeit heroes.If consumers crack down on counterfeiting through mobile phone text messages and find counterfeit products, they are encouraged to complain, and if the counterfeiting gang is uncovered through the mobile phone information you complained about, then part of the money can be taken from this fund as a reward for you.

Such a business is a typical form of using mobile phones and SMS services to realize the industry information application of the B2B2C model-an intermediate platform helps companies protect their consumers from fakes.Through such promotion, after three to five years, in the most sensitive fields directly related to people's life and health, as long as half of the consumers send text messages on their mobile phones to crack down on counterfeiting, how big will the scale and benefits be?For example, the total sales volume of these products in China is one trillion pieces a year. If half of the people send text messages, there will be two text messages back and forth. Counting 3 billion pieces of goods, there will be 5000 billion yuan in SMS revenue.So this is a matter of benefiting the country, the people and ourselves.It is a project worth trying to use mobile phones to obtain wealth.

(End of this chapter)