Cui Ning first talked about a set of data that everyone basically agrees with.

"We all know a saying, "Good things don't go out, bad things pass through thousands of miles. When used in marketing, this sentence is very representative and meaningful.

In other words, in modern society, people generally prefer to convey and spread bad information, and regard themselves as the transmitter of information and justice for various purposes.

A patient used the product and the effect was good. He would tell at most three or five people, just follow the five people.

However, if a patient uses the product, he will tell 20 people.

Let’s calculate. If 100 people buy products, the efficiency is 80%, which means that 20 people have poor results or are not obvious.

Multiplying 80 people by 5 means that 400 people will know that the product is effective, but there will still be. 20 times by 20,400 people will think the product is not good.

In other words, at least our product efficiency must reach 80% in order to ensure that the transmission of word of mouth is fair to us.

If the product is only 70% efficient, that is to say, thirty people think the product is not very good.

A good reputation is that 70 times 5 equals 350, while a bad reputation is almost 30 times 20 equals 600. A bad reputation completely overwhelms a good reputation. This ratio is quite unfair to the company because 70% are actually valid. As a result, most people think that the company's products are very poor. The calculation ratio is 600 times 950, which is 63%.

In addition to some ** products, this proportion is relatively accurate, especially for women's products, such as cosmetics, beauty products, and young products. Once women use it without effect, they will definitely promote it in their friends. Don't be fooled. I believe this is the habit of most women, and she will think that this is doing good deeds to avoid their friends being fooled again.

If you use it well, in addition to sharing it with excellent friends, facing more people, you will say that you are born, have a good foundation, and your husband is good to you, and rarely mention products you use.

This is human nature, a fatal problem in sales, a belief in the effectiveness of the product too much, and ignoring the sorrow of interpersonal communication and reputation.

Many domestic * are abandoned by consumers in this way. Although their efficiency is close to 80%, and even though their products are not deceptive, the Chinese Turtle Precision Factory is definitely not just one Turtle. Everyone in our industry knows that this is completely irresponsible nonsense that the media has to say.

But the fact is that this is how slapping a company is ruthless, but we have to face it. What we have to face is that with new media and communication tools, such as the Wanwei Internet, the speed of bad news will be even more terrifying, far exceeding the interpersonal circle of 25 people, or even becoming 250,2500. Can the company's product efficiency always be 100%?

What's more, with the Chinese turtle essence incident and Sanshu Oral Liquid incident, people and the competent departments always wear tinted glasses for the * industry, and there is no shortage of bad sheep in the industry. The integrity index of this industry is really not high, and we cannot just complain about the media and consumers.

Having said so much, it is actually a way to show an attitude, don’t be too superstitious about the efficacy and efficiency of the product. What can even be done with Western medicine? What can Grade A hospitals? The accident rate is still not low, but they will not bear the blame and doubts that they should not bear like the * industry.

No company can solve the natural law of word-of-mouth transmission, so whether it is improving sleep, youthfulness, or laxative, they are just what we think of as a function. The effectiveness of this effect is completely unequal to the user's perception.

So one fact is that except for Sanshu Oral Liquid, which achieved great success due to its extensive channels and earliest human-sea tactics, the other * basically stopped at one billion, and more than one billion is a myth.

The sales of Coco Cola were 18.81 billion Meijin in 1998, which was calculated based on the exchange rate of 8.2 last year, which was 154.2 billion Longguo coins.

Coco Cola was originally a medical treatment, which was used to treat migraines, but the inventor Dr. Pemberton died of poverty. What does it mean? It is because of the so-called efficiency and reputation.

You think it can improve migraines, whether it is real or accidental, it doesn’t matter. What’s important is that others drink it without effect.

The same is true for our products. Whether it is sleep improvement or other effects, if you stick to a certain effect, what is the difference between it and the earliest Cool Coke?”

Although Cui Ning's words are not a problem at a certain level, after all, everyone here is a sales expert and has a knowledge of the effect of the product. Mr. Yang was the first to be a little embarrassed and interrupted:

"According to Mr. Cui's meaning, we cannot sell products as *, but as fast-moving consumer goods. Is this what it means?"

Cui Ning looked at Ji Ziyu, Shi Yuzhong, and Mr. Yang, smiled, and then used the magnetic field adjustment function to adjust the frequency with everyone present, strengthened the power output, and then continued:

"What Mr. Yang said makes sense. We cannot just sell products as *, but we cannot sell them completely as fast-moving consumer goods. After all, we are not Coco Coke, nor are we products with a repurchase rate of one or two yuan.

So I'll tell you a real experience.”

Cui Ning told the story of herself not being able to buy gifts or giving gifts, and then faced the audience and said:

"I believe that many gay men here, like me, don't know what gifts are better than tobacco, alcohol, sugar and tea? You can check it out at the supermarket. Many of the gifts in the products are not suitable for the elderly, but there are almost no products suitable for gifts all year round. Apart from the so-called fruits, but fruits are often too light as gifts and are not of high quality.

Our country has become a country of etiquette. There is no product suitable for giving gifts, especially for elders. What does this prove?

This proves that we have an excellent market opportunity, an even better market opportunity than the so-called fast-moving consumer goods market, that is, the gift market.

However, our gifts are not products like mooncakes. They are just packaged and then given in turn around August 15th. Our products are still effective. Once the recipient takes them, they are effective. Even if the efficiency is not particularly high, since they are gifts, they will not be said to be bad for giving gifts.

If we position it as a gift, let alone anything else, for me, I have a choice, gift giving, brain gold, Longguo TV advertising, and packaging, high-end, and health blessings, which can be said to have opened up a new industry.

Of course, when giving gifts, it is okay to just eat well and sleep soundly, and it is not contradictory. What Director An said and the trust level must be reflected in advertisements, such as the satisfaction of parents receiving gifts, the child growing up, and the recognition of product gifts.

At this time, the product is not just a gift, it is not just a gift, it is also a love. We can oppose a product, but no one will oppose love and reward for parents.

Therefore, I personally believe that TV advertising is mainly based on gifts, supplemented by efficacy, love, and products. This is how it is performed.

As for the specific advertising content, we can talk about it again.

My speech is over. Thank you for giving me so much time and giving me a lot of off-topics and introductions. Let's continue to discuss it below."

Ji Ziyu quietly approached Cui Ning and said softly:

"I finally understand the story of Zhang Fei and Zhuge Liang you told. It turns out that they are all Zhang Fei. Only when they meet Zhuge Liang can they really show their heights. They are not on the same level at all, or they are not a dialogue of the same magnitude at all."

Shi Yumen looked at everyone, then watched Ji Ziyu and Cui Ning whisper, so he said:

"Mr. Ji, you are an important investor. What do you think? Don't whisper, just tell us all."

Ji Ziyu sat upright, looked at Shi Yuzhong, and then expressed his impression:

"Speaking of this, I am also a business manager. I have dozens of companies and many industries. At the beginning, I also thought that planning was difficult. Isn't it just an idea, an idea and creativity?

In addition, many of my companies, including investment projects, have done well, and have known some so-called planning companies and have worked with them. That's it, so I always think that I know how to plan.

I knew that I met Mr. Cui Ning and then listened to him discussing planning and cooperation, and I realized the gap and what professionalism is.

Although I am an investor in the company, I made a clear statement when I invested that I would not participate in any decisions in the company, except that the finances must be made public to me. So this time, professionals will do professional things.

As for Mr. Cui’s strategy, I don’t express my opinion. We should think about problems based on our respective lives, the market and consumers’ understanding, especially the ideology and phenomena of society. In addition to poetry, Li Bai is definitely higher than those poets who have studied hard. It is because he is open-minded and travels between mountains and rivers. I think planning is the same. Focusing on a certain characteristic of the product is planning, but studying consumers is planning.

By the way, I don’t know how to give gifts, and many of my friends have problems if the gift value is too high. So if Naobeijin is in the gift market well, at least I will have an extra choice for giving gifts. In addition, various festivals, fruits and wine are given, and the sales are amazing. According to this idea, our chances will be much greater than the effect.”

Shi Yuzhong nodded and said:

"Everyone can speak freely, but it must have data, theoretical basis and factual basis, including if you agree to the above boss's suggestions or disagree, you can express it.

However, I personally start from human nature and social phenomena. I think the gift-giving market is much larger than the efficacy market, and it is much more secure. Including the example of Coco Cola, it sounds off topic, but it actually shocked me. If Coco Cola was a medicine for treating migraines, this brand would probably have disappeared long ago, but now it is a century-old brand with sales of more than 150 billion yuan.

We want to build a brand with sales of several hundred million yuan and no more than a few years, but we still need to build a brand that gives gifts during the Chinese New Year and the holidays. I personally choose the latter.”

It turned out that several executives who had been waiting for Shi Yuzhong to speak, those in charge of the market, activities, etc., also spoke quickly:

"The gift-giving market is good, I think it is more confident than the efficacy market. TV advertising is not a newspaper, and the amount of information is relatively small. To be suitable for both young and old, the gift-giving strategy will be more direct."

"Yes, I also agree with gift giving strategies, plus one or two hints of efficacy, which complement each other. Mr. Cui is of good quality."

"At least I will give our products to some of my friends' elders," Su Ruoqing also said, "Women don't like to give wine, so I feel proud of their health products, especially well-known health products."
Chapter completed!