The hit product is like a divine help
The patent application for Sanhua Oral Liquid was not filed in time. The research team announced in an authoritative foreign magazine that they had discovered a new extract: Yu Lu Su. This substance has been proven to have an effective inhibitory effect on various types of tuberculosis viruses and is a specific medicine for the treatment of pulmonary tuberculosis.
As soon as the news came out, it was quickly covered in the front-page headlines of major newspapers, reported on the news broadcasts, and on television, with interviews with patients taking place in special features, becoming the focus of discussion among the general public.
Sanhua Pharmaceutical, which did not catch up, did not catch up with the trend in terms of products, but it did catch up with the trend in terms of publicity.
After major media outlets popularized "Yu Lu Su" to the public, Sanhua Pharmaceutical focused its efforts on this, with tight timelines and heavy tasks, and although they were in Beijing, their hearts were with the world.
In terms of media selection, Shen Roujiao decided on the People's Daily, the only newspaper distributed nationwide, including cities and rural areas. Not only does it have a wide distribution range, it is also a must-subscribe paper media for major government agencies, factories, schools, hospitals, etc. The most important thing is that the People's Daily has great authority and influence.
It’s fine if you don’t invest in Sanhua Advertising, but once you do, it’s amazing.
The entire back cover lasts for half a month, with content ranging from congratulating the scientific research team to thanking the staff team, from talking about the origin of the nameless grass to the jade dew grass, and in the process of discovering "Jade Dew Su", revealing the inextricable relationship between Sanhua Pharmaceutical and jade dew grass, Taoist medical secrets, and health concepts. Every page has big red words "Limited Time Investment" floating in the upper right corner, which is full of urgency.
At a time when advertising awareness was not yet mature and other companies' advertising was not on a large scale, Sanhua's high-cost advertising bombardment became the most effective tactic in itself, immediately creating a tense and heated atmosphere in a short period of time.
After the ads came out, the company's phone was flooded with calls from people asking how to attract investors. The marketing department of Sanhua Pharmaceutical expanded from a dozen people to more than 30 people to handle all kinds of inquiries.
If the past half month can be regarded as an advertising survey, Sanhua Pharmaceutical has tested the market response, dealers' enthusiasm, and consumers' acceptance through advertising.
Based on this wave of data, Mr. Zhuang overturned the previous traditional investment promotion strategy. In the new investment promotion plan, he divided the country into seven major regions: East China, Central China, South China, North China, Northeast China, Southwest China, and Northwest China. He only recruited two large agents in each region and strictly examined the qualifications and scale of the agents.
Why two agents?
Because of competition!
Agents are required to meet two major indicators: sales amount and sales growth rate. Therefore, pharmaceutical manufacturers will give corresponding authority to large regional agents, commonly known as first-tier agents. When developing second-tier and third-tier agents, they will appropriately lower the requirements and adjust the agency prices based on local economic development.
Two agents means that whoever grabs a larger market share will have better sales performance.
Eventually, only ten of the fourteen agents will be retained, and the last ranked agents will be eliminated each year. Sanhua Pharmaceutical’s full range of medicines and health products will be included in the agent list.
Let the agents be forced to roll up!
Shen Roujiao and Qin Zilin, who came up from the grassroots, and Gu Jingnian, who went deep into the grassroots, knew too well that some large state-owned factories with high debts and poor efficiency could not be led, not at all, and had no sense of "rolling", which resulted in long-term losses.
In the mid-1980s, relevant state departments introduced policies allowing individuals to contract loss-making state-owned enterprises. This was intended to encourage the brave ones to take the lead.
Mr. Zhuang's new investment strategy is exactly what Shen Roujiao wants. "If you are not proactive in making money, there is something wrong with your thinking." Now is the time to really go for it. As long as you persist in doing it, everyone will be one of the Fortune 500.
Shen Roujiao needs partners who can work with her, and Sanhua Pharmaceutical also needs a group of companies that can keep up with her.
In closing, these agents soon tasted the sweetness. The lucrative health care product market allowed smart people to see opportunities. In the early 1990s, many brands emerged in the health care product market, which were diverse and dazzling.
As the first person to try out new things in the healthcare product industry, Shen Roujiao has participated in the formulation of healthcare product laws and regulations many times. Of course, her actions were controversial at first.
It seems that once you become big, you will restrict the development of others. In reality, it is a vicious competition. After false propaganda caused the collapse of some health care product companies, the market gradually became regular. The phenomenon of bad money driving out good money did not destroy consumers' trust in health care products.
At this time, more and more health care product entrepreneurs support Shen Roujiao, saying, "There are great scholars who will defend me." The industry leader is not just boasting, but is the result of real work.
......
In the conference room, Shen Roujiao said "good" three times in a row to the new investment strategy, praising Mr. Zhuang as the best of the three flowers. After all, he had also thought of the subsequent advertising strategy.
Starting from next month, the advertisement will continue to be on the entire back cover, with the oral liquid covered by a red cloth in the middle, like a shy bride who has not appeared. It will be published once a week, four times a month; this will last for two consecutive months, for a total of eight issues.
Two months before the patent was granted, the core advertising slogan was repeated: If you want to be healthy, please drink Sanhua Oral Liquid.
Through "Yu Lu Su", health is strongly associated with Sanhua Oral Liquid, which captures consumers' curiosity, "What good thing is Sanhua Oral Liquid?"
At the Yunnan Pharmaceutical Factory, a production line for oral liquid is fully prepared, and new employees have completed training, waiting for the order to start working immediately.
Of course, the new TV commercial cannot be delayed. It will continue to be starred by national goddess Wang Li and photographed by Xie Yunli. "If you stay up late while filming, always have Sanhua Oral Liquid at hand; if you have a poor appetite, always have Sanhua Oral Liquid at hand; if you want to be healthy, please drink Sanhua Oral Liquid. Produced by Sanhua Pharmaceutical."
Four scenes, four slogans, one shot throughout, smooth scene changes, full of creativity. In the monitor on the set, Shen Roujiao nodded with satisfaction, smiled and said to Xie Yunli beside her: "I'll give you a chicken drumstick."
Zhang Qingjie stood in front and said, "He doesn't want to eat chicken legs, he wants to eat skewers."
Xie Yunli stroked her messy hair and chuckled, "It has to be the skewers made by the boss."
"I want to eat too." Wang Li, who was standing next to Zhang Qingjie, blinked eagerly.
"I want to eat too." Gu Changgeng, who was controlling the camera, turned around suddenly and spoke.
Gu Changgeng is really good at it. Under the guidance of Xie Yunli, he uses lens No. 2 properly, showing some real talent.
"Needless to say, if he hadn't stopped me, I would have run to your door to ask for food." Zhang Qingjie raised his hand and pointed at Zhou Huaiyue, who was sitting silently behind Xie Yunli.
Zhou Huaiyue glared at Zhang Qingjie unceremoniously and said coldly: "She has been so busy lately that she has no time to go home. Keep thinking about it." When his eyes swept over Gu Changgeng, they stayed on him for two more seconds, which meant that he didn't like him.
What a master at throwing cool water, Zhou Huaiyue's words instantly cooled down the lively atmosphere.
“Puff.”
"cut!"
Two sounds occurred simultaneously.
The former is Shen Roujiao's laughter. She is indeed busy, and she has not returned home, but she did not return home because some people have other purposes.
The oral liquid is about to be on the market, and Shen Roujiao is busy all the time. She often returns home at 9 o'clock. Zhou Huaiyue has other ideas. After he finishes washing up, he pushes the door open and sees that Shen Roujiao is already fast asleep.
After several times, Zhou Huaiyue took her directly to a hotel near the company, closed the door and started kissing her fiercely. After torturing her, he let her sleep and explained shamelessly: "Save the time on the road so you can do something useful."
The latter was the unconvinced Gu Changgeng. He was the only one in the audience who would confront Zhou Huaiyue. The two of them would quarrel when they met and disliked each other.
That time, when the senior got drunk.
Gu Changgeng was dragged by his grandmother Chen Hongyu by the ear and scolded, "Where did you take your senior sister? Zhou Huaiyue was so worried that he almost called the police."
Isn’t it unfair?
He felt that he was more wronged than Dou E. Zhou Huaiyue knew that it was the senior who went to find him, but she turned around and reported him.
Kidnapping?
Joke!
If Gu Changgeng wanted to rob someone, he would do it openly without resorting to despicable means like kidnapping. He is nothing like Zhou Huaiyue, who only knows how to use dirty tricks like telling tales behind someone's back. He has no idea what the senior student sees in him, and he is just causing trouble every day.
"Don't worry, I'll bring them to you tomorrow."
The next day, Shen Roujiao actually brought two large pots of skewers to the scene. Everyone was so satisfied with the meal that even Zhou Huaiyue, who had a cold face, had a rare sunny look on his face, with a sense of pride all over his body.
Before leaving, he did not forget to stab Gu Changgeng in the back, "Eat more. If you want to eat more next time, you must ask me for help."
?
Hey, that really shows him off.
What does Chuan Chuan Xiang have to do with Zhou Huaiyue? It could kill him. Gu Changgeng was so angry that he gestured at his back and the skewers in his hand didn't taste as good as before.
Whoever's wife is the one he loves will feel sorry for. This dish of skewers was really made by Zhou Huaiyue. He asked Shen Roujiao to stand by and direct the whole process, Aunt Wang prepared the ingredients, and the most important spicy soup was specially prepared by Zhou Huaiyue. It tasted very good, and even the experienced foodie Zhang Qingjie couldn't taste any difference. Zhou Huaiyue was secretly happy and just wanted to laugh.
......
On the day the patent was granted, Shen Roujiao invited all employees in the company to dinner to encourage everyone. The battle to launch Sanhua Oral Liquid was about to begin.
When the time came, a storm of advertisements and reports poured down like crazy, and the investment information set off the entire industry. The distribution of 1 million promotional leaflets brought the popularity of Sanhua Oral Liquid to its peak in a short period of time.
This unprecedented lightning tactic indeed created a miracle: within 15 days, more than 100 companies signed up to be agents, and almost all the major companies in the country came; the direct sales order amount exceeded 20 million.
A box of oral liquid contains ten bottles, each bottle is 20 ml, and the retail price is 8.8 yuan, which means that nearly 2.6 million boxes were sold in 15 days.
This number exceeded Shen Roujiao's expectations. She had expected that it would be a success if the sales volume exceeded 1 million boxes, but she did not expect the number to double. The hundreds of agents were also shocked. The oral liquid has huge commercial potential and is another hit product after Sanhua Weitai.
Sanhua Pharmaceutical is a bit magical, with hit products coming out one after another, as if with divine help.
In fact, the 10-pack is a test pack. The real regular pack is 20 packs, but considering the market acceptance, they held a meeting and decided to release the test pack first. If the market response exceeds expectations, they will release the regular pack, which will be sold at 15.8 yuan.
The work of screening the top ten agents was carried out after obtaining the monthly order volume, which was an exaggerated number of more than 80 million.
What an invincible battle!
After the initial victory, when Shen Roujiao was implementing the agency work in the conference room, Yundian called the company and it was Zhou Huaiyue who answered the call. Lingxi on the other side didn't say a few words, but the workaholic Shen Roujiao had to put down her work and set off back to Yundian with Zhou Huaiyue.
Because Taoist Qingxu will arrive in Benyuan County in three days, and he wants to see them!