“Each province has one distributor. We create an assessment map based on the surrounding population, consumption capacity, age structure, and number of TVs per 100 people. Assembly is very simple; a small factory of a few dozen acres is all you need. We can efficiently distribute our products to surrounding counties, towns, and villages!”
"To control the price of terminal sales, the distributors do not have the right to set prices. At the same time, after evaluating the data, the manufacturer sets targets for the distributors. After the targets are met, the manufacturer gives rebates. For high sales, the rebate can be 100,000, 300,000 or even 1 million. However, inefficient distributors must be eliminated."
"Another thing is that after the products leave the factory, they must be strictly monitored. There must be a receipt for each shipment, and the warehouse manager there must have a separate receipt. This is very important. What kind of thing happened at Jiaming Foods? At the end of the month, during the inventory check, 700,000 yuan worth of goods were missing for no reason. The police were called, and after investigating for a long time, it turned out that the driver who delivered the goods to the distributor was a relative of the distributor and also knew someone in the finance department. He tore up the receipt and committed robbery in broad daylight!"
"Therefore, we must make good use of fax. We can't let a driver take a truckload of goods out, and then the people escorting him think, 'Damn, we only make a few hundred a month, but we're carrying a truckload of goods worth tens of thousands. Let's do it!' and then they lose everything, including the truck and the goods. We must maintain efficient communication and ensure that everyone can seamlessly integrate into the management system!"
"There's also the advertising part. We go deep into the countryside, hire some people to paint the walls in towns and villages. The people are very happy. Once the advertisements are painted on, they won't be washed away by rain for three to five years. At the same time, we need to prepare TV commercials and newspaper commercials. At the beginning of the year, I had a phone call with General Manager Zhang. She asked me if we should call our brand Jiafeng. I refused."
"Advertising and marketing is an art. The brand name itself is a form of advertising. First of all, our brand positioning is the low-end market. The low-end market must have a particularly high-end name. At that time, the advertising department had just been established and there were only a few people. They handed me a few names, such as 'Happy Reunion TV,' 'Congratulations TV,' and 'Beautiful Woman TV,' all of which were related to weddings. Each one was more tacky than the last!"
"Think about it, you want this kind of TV for your wedding, it sounds cheap. You need to understand the mindset of people who buy cheap goods. If you spend two or three thousand yuan to buy a TV to prepare for your wedding, and your family sees it and asks you what brand it is, you can say it's called Xi Xiang Feng, and they'll immediately think it's a cheap domestic product."
The audience burst into laughter.
"It's embarrassing, isn't it? What we need to do is make them spend two or three thousand yuan to buy a cheap, practical, big one that others will think is expensive. The simplest example is two twin girls, one named Er Ya and the other named Anzhula Bebi. Which one do you choose? It's definitely more fashionable. In today's popular terms, it's like farting in a sheepfold. This era is really fashionable!"
Another burst of laughter erupted from the audience.
"I hope that when the advertising department is doing marketing, they will remember one thing: when a product is born, if it still doesn't know which group it serves, then it's the marketing's fault. Without positioning, there's no point in having it. Marketing is not just about advertising and brand building, but also about positioning a product and what it will bring to people. If you don't even know what it will bring to whomever it is, then I advise you to leave this industry."
"I've been thinking about this brand for a long time, and I've recently decided on it. It will be called Weipuda. In advertising, we need to tell our fellow villagers that it uses Panda technology and that it originated from Germany. We'll also say that it's a TV factory that has been established for fifty years. Of course, we can't say that in official advertising, but we can say it in retail sales!"
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