Chapter 23 Section 2 Products and planning since the giant was founded

Let me briefly talk to you about the products and planning of Giant since its establishment. I started to develop this product in 1989. At that time, I was the only one in the development team. The development was completed in June 1989, and the preparations for this product began in July.At that time, only one advertisement was made. In the "Computer World" newspaper, a quarter of the page was made. Breakthrough", let's talk about how good our products are. In fact, there are many problems with this advertisement, and I didn’t understand it very well at the time. I just felt that any blank space would be a waste, so I filled every place.It was the first time I did an advertisement copy, I didn’t understand it, but I also clearly realized that I didn’t understand it, so I spent a lot of effort. At that time, I wrote about 300 words, and it took nearly a month to revise it. Finally, I felt that a word It can't be deleted or added. After everything that needs to be said has been said, this advertisement is published.

At that time, the effect was quite good. The reason may be that there were not many advertisers at that time, and people did not pay much attention to advertising. At that time, I typed three times on the "Computer World" newspaper, and achieved sales of 1 million in two or three months.This is the earliest advertising campaign, which is the first product. Later, the economy improved, and I suddenly had millions of income, so I changed some tricks. At that time, the tricks changed were limited to the form of expression. The plan was refined, and then I did some graphic design, and went to Shenzhen. The university library looks for some pictures from abroad, and does it according to the pictures.

M-6402 was not very successful, and M-6403 spent more on advertising. M-6403 was in 1991, and it had a certain scale at that time, with 40 to 50 people. At that time, the company was named Giant, but no one knew about Giant, and Giant was not well-known. At that time, the product name was M-6403 Giant Desktop Printing System, and it was called M-6403 Giant Hanka. At that time, both names were called . At that time, what we considered was how to let others notice our products and how to have an impact. At this time, our advertising strategy is a bit more sophisticated than that of M-6401. When we first put it on the market, it is best not to have a large area of ​​copywriting: each version has a "giant", and each version has a "person", forming a certain suspense. General introduction.This works great.All of a sudden, the giant's popularity in the entire computer world has increased.

From small to large, M-6403 is an important turning point.The cost of Giant Hanka is 200 yuan, and the selling price is 3100 yuan, with a high gross profit margin. This product is a failure.When I was working on this product, I started to notice TV commercials, and made several versions at the beginning, but I felt that the effect was not very good.Later, we asked a Hong Kong advertising company to advertise. At that time, we wanted a sense of strength, and the advertising idea we adopted was a man rushing out of the desert holding our computer, wanting that kind of momentum.But the effect of the filming was not good, and the momentum was not fully displayed. After it was broadcast on CCTV, the reaction was very bad.

After the advertisement was published, the sales volume did not increase, and the input and output were out of proportion, so the giant lost 30 million in making its own computer.Of course, a large part of this was due to poor management, which resulted in a large number of bad debts. At that time, the manager of the Shaanxi Xi’an company abducted 8 million yuan in goods, and later recovered 4 million yuan. She herself was imprisoned for several years because of this.This is the first taste of bitter fruit in advertising. In 1994, such a change took place in China, and there were more advertisements.We have a successful advertisement, that is, a 5-second advertisement that establishes the overall image of the "Giant Group", and this advertisement has greatly increased the popularity of the Giant Group.

Because of the previous lessons, advertising is even more prudent. The project was approved on August 22, 1994, and started in East China on October 18, less than two months.Because this is the first time we have stepped into the health care product industry, we don’t understand it, and we have suffered losses before, so we are very cautious when making this product. During that month or so, we worked overtime.At that time, I brought a few people to do the planning. The most difficult thing was the slogan. This slogan should be both simple and powerful. People get smart first." This slogan is of great help to start "Brain Gold".First of all, it caused controversy, and it also had impact, because at that time, "some people get rich first" was the loudest slogan.

At that time, our street signs, newspapers, and POPs were basically based on this slogan.We chose this slogan well.Our general plan is as follows: newspaper advertisements, soft articles, TV, patents, events, etc. can be used. A series of newspaper advertisements: comprehensive articles, children’s articles, adult articles, and elderly articles. Choose an impactful image with a paragraph of copywriting. The demands at the time were not quite accurate.The general content of the comprehensive article is as follows: In the 1990s, the U.S. Congress proposed the "Decade of the Brain", emphasizing brain health; the Japanese government also listed a plan, emphasizing that the brain should eat DHA, commonly known as "brain gold", mainly from fish Extracted from the mind.Cooked fish will destroy the brain gold. At the end, it emphasizes the characteristics of its own products. It is relatively refined.

At that time, several articles were typed together, and it took some time to select the pictures. Some of them were found in the photo library, but they couldn't find them. Later, I took pictures by myself, because some pictures did not have very complicated human body movements, so I took them myself. The comprehensive article is about the giants themselves, wearing the costumes of giants, and then marching in line. The advertising department directed such a thing, which has a little momentum.There is also an adult story, it’s really not good to choose a few. In the end, I let Gao Zhu, the manager of the advertising department, strangle his neck and stare big. The expression is very impactful, and the other few are not filmed by myself. , is chosen by oneself.

For the children's article, I chose a cute bare-bottomed doll, crawling on the ground, behind the child is an egg shell, as if the child just crawled out of the egg shell.The purpose of engaging in these impactful pictures is to make everyone pay attention to our advertisements and read our copywriting.Because our copywriting is still good, as long as consumers read our copywriting and input the content into their minds, they may have a desire to consume. This is the creativity and design of our newspaper advertisements. The TV commercials are average, but his copywriting is basically cut out from the comprehensive article, basically the simplest things are cut out, so the shooting is average, but the copywriting is okay, so the TV commercials still have a certain effect .

The TV commercial was decided on August 22 of that year, and then planned. The plan was completed in early September, and then I started to work on the idea of ​​TV commercials. The time was tight, but it was completed on time. The "Three Great Battles" is our most failed advertisement, because the Brain Gold was very successful, so I personally and my team mistakenly think that I am very capable, as if I can do anything, and the advertisement is the same, as long as I think The advertisements made will definitely be effective, and the sales will definitely increase.So we launched 12 kinds of health products at once. We started to do this in May and June of 1995. At that time, there were many products. In addition to brain gold, there were also a lot of food, giant station calcium, giant shark cartilage, etc. Now The products on the market do not cover the blood supplements, but cover everything else.

Looking back now, these products are actually good products.Because when we positioned and selected products, we followed such a guiding ideology: we must choose the best products in every field.The products I chose at the time were really good, but I was a little dizzy at the time, thinking that my advertising ability was very strong, so I planned the "Giant Action". This series, it seems that the plan is indeed huge. We first made some foreshadowing advertisements. There are more than 20 versions of the advertisements for the foreshadowing, and many of them are made of two versions put together. Of course, in terms of the overall number, there are still more full-page advertisements. The planning is like this, first to do some impactful advertisements, and then to introduce the products, but because the first stage advertisements were too invested, so that when the first advertisement was published, the subsequent advertisements had not yet been released. , The following product introduction advertisements have not yet been made. From the point of view of advertising alone, print ads should be said to be high-quality goods.But the overall plan was wrong. First, we didn't appear in TV commercials, and felt that print ads are our specialty, and the commercials should be a series.It is okay to attract everyone's attention in the front, but the things behind it have not kept up, and the product introduction has not kept up. And the front piece is too big, and the investment in the debut piece is 50 million, and the cost of investing 50 million in more than one month is very high. After the first 50 million is invested, there is no money left.I originally thought that after the 50 million investment, there should be a refund. This is a very wrong idea, because it is not yet the time to promote the product, and the sales volume is impossible to increase. The management at that time was that the branches did not need money for the goods, unlike now, so the branches asked for goods one after another, and the headquarters was confused by the illusion, thinking that the sales volume was good, but in fact many goods were not sold. This giant operation ended in failure through and through.The biggest lesson is that making a product should not be too superficial, and the promotion of the efficacy of the product is not the first priority (the focus of health care products is the promotion of efficacy).One-sidedly playing with some of the "specialties" that I think I have, there is no soft article, no rationale, and there is no test-marketing process.This is sure to fail.This is a catastrophe for us. At that time, the giant’s financial situation was very good. Being able to spend 50 million yuan in advertisements showed that we had a large cash surplus on the books. However, after the three major battles, our financial situation fell behind, which concentratedly reflected our lack of The scientific attitude of planning. There must be no falsehood in the planning, and it cannot be perfunctory, otherwise you will resolutely reverse it immediately, and the blow will be very big. What I said today is that tuition fees cannot be paid in vain. Although the Giant Building is not a product, its advertising plan is worth mentioning. The Giant Building will start selling when it starts construction, and start advertising when it starts selling. At that time, when advertising, we mainly made full-page advertisements in China, making full use of the advantages of leaders' inscriptions.It is the model of the Giant Building, with a paragraph of text below, highlighting the leader's signature.It has done a good job in China, with a good direction and a good effect. I want to focus on selling properties in Hong Kong.At that time, in the second half of 1995, macro-control had been implemented across the country for some time, and the cooling of real estate had been cooling down for a while. Under this harsh environment, it should be said that it was very difficult for us to sell properties in Hong Kong. This required us to Advertisements for property sales in Hong Kong must be creative and unique. Similarly, newspaper advertisements in Hong Kong are similar to those in the Mainland, and the emphasis is on highlighting the characteristics of the property. The most successful in Hong Kong is the TV commercial.The ad was very simple, cheap to make, and didn't have a single actor.The first few seconds of a 15-second commercial are the American flag, national anthem, and the Empire State Building slowly rising from the bottom of the screen; followed by the Japanese flag, national anthem, and then the tallest building in Japan; then the Chinese flag, national anthem, giant The building rises slowly, and then it's gone. This production cost 50,000 yuan, the effect is very good, very impactful.This advertisement was aired for 3 months, and it suddenly became popular in Hong Kong. Under such a harsh environment, a contract of 300 million yuan was signed in Hong Kong, with 100 million Hong Kong dollars in place.Although the Giant Building project was a failure in the end, the ad had some successes. In addition to Brain Gold, we also made Ju Bu Fat. The environment has changed for us when we were doing Jubufat, that is, with the complete failure of the three major battles, the financial situation of Giant has been very poor, the company has gone downhill, and when we decided to do Jubufat It went down pretty hard. In March 1996, Jubufei started to work. Due to difficulties, the planning of Jubufa began to seek truth from facts and began to make progress.Jubufei has many successful experiences and lessons from failures. Because at this time we have realized that a project must be tested first, so we conducted test sales in Shenzhen, Guangzhou, and Zhuhai in December 1995. Based on experiments, this is an improvement.I began to pay more attention to the ratio of input to output, and only squeezed out 5 million start-up fees. At that time, the sales of Brain Gold had dropped to less than 10 million, and it was only about 8 million a month. In addition, the Giant Building was constantly asking for money. The company's stall is relatively large, and two to three thousand people need to eat, and the 8 million rebates are not enough to meet these two requirements, so at this time, we attach great importance to the ratio of input to output.Based on the planning under the condition of increasing the input-output ratio, a market launch plan was made at that time.This plan to start the market is successful, which is to make huge gifts and use the event as a line of publicity. There are only two purposes for the event: one is to attract the attention of local consumers, especially obese people, through the event; the second is to provide shells for our publicity. The event itself does not cost much, and the main money is still on publicity.At this time, we no longer have hard advertisements, and we have no money for hard advertisements. At this time, we must ensure that each of our advertisements must be effective.At that time, newspaper advertisements were the main ones, and there were also TV advertisements, but they were very simple and had no special features, and they absorbed an inspiration. Our general idea is this: we start to advertise a week before the event. In principle, we play two or three times a week, and print 1/4 version. On the surface, we are pre-selecting this event, but in fact we are promoting its effectiveness. The title was: "The people are called to testify." The approximate meaning of the copywriting is that on a certain day in a certain month, we will hold a giveaway event of Jubu Fat in a certain place. About how many Jubu Fat will be given away in total. Consumers are asked to experience it personally to verify whether this Jubu Fat is effective. If If you are full of energy after taking it, then tell everyone that Jubufat is good... In this way, you will feel very confident. Use your own self-confidence to imply that Jubufat is good. The layout of this copy is very small. At the same time, before the event, some tabloids were published. At that time, the tabloids could not be delivered door-to-door. They no longer had the strength. At that time, they distributed big materials. Where are they doing this giveaway. When it came to the day of the event, the event was indeed crowded with people, and it caused a shock in most areas. The first fight was in Kunming on March 3, it reached Harbin at the end of March, and then it was fought one by one from south to north. At that time, we organized three field armies with three headquarters, and the headquarters were mobile. The activities I did at that time should have been relatively successful, probably in Zhengzhou, and then in Wuhan and other places.Because the scene at that time was expected to be chaotic, the third step of planning was hype, so that there would be news points, newspapers and TV would hype the matter, and the product publicity would be brought out without spending money.Report the results of some people who received the product afterwards, and the entire activity cycle is over.This activity quickly increased our sales. By May, the sales of our products had reached 26 million. The giant's situation seems to have turned around again. In addition to activities, we have also posted stair entrances, some places are well pasted, and some places are hygienic and civilized cities, and they are torn off after posting, but our paper is very thin and difficult to tear off.This input-output is also very high, because the cost is relatively low, and it is still effective, so the situation is reversed. Later, there was a problem in the strategy, that is, after the market opened, the later planning was not done, and after the market opened, I didn't know what to do. I went all out to make a market launch plan before, but there was no plan after the market launch. When I found out this problem and went to research, the golden time has passed.Therefore, this product gradually declined later, because there was no plan or investment, and the product gradually shrank.So let it go.Therefore, we have both successful experiences and failures in the Jubufei product. The idea of ​​making melatonin came about in 1996, when Jubufei was going downhill, I wanted to make a new product at that time, and strive to make this product a high-volume product, which can have a certain scale.At this time, I noticed that there was a madness in the United States in 1995, which was about melatonin. At that time, I wanted to make a product with melatonin as the main raw material. At that time, the name was also debated for a long time, and the name was finally decided in Jiaozhou, which was Melatonin.At that time, I didn’t dare to use Brain Gold, because I was afraid of conflicting with Brain Gold, because others would mistakenly think it was a replacement product of Brain Gold, because Brain Gold was already positioned on children—brain health. If "Melatonin" is used, will it still make people think about brain health, but in the end they still use this name, thinking that this name has side effects, but we think we can find a way to overcome it. The advantage of the name is that it is easy to remember. If a name is not catchy and difficult to remember, it often takes dozens of times of advertising efforts to achieve the effect of being remembered by others.Although the name is not the only basis for making a good product, it is an important part of the core. For a good product, most of the names are good. But there are also individual names that were not obtained well, but in the end they did well.For example, Yu Cistanche has a bad name, but the terminal is very good; Contac has a bad name, but it took a long time and invested a lot to make it. Choosing a good name can reduce a lot of labor and stress.Melatonin name is relatively good, it has disadvantages and advantages are also very prominent; heart K name is good.People can't remember anything that is too popular, so naming is very important, and our naming is still very successful. We have also gone through a lot of twists and turns in the dosage form of the product. The earliest reported product is capsule + capsule, one capsule is melatonin, the other is porphyrin iron, one red and one white two capsules.Later, during the approval process, it was found that there was a problem with such a dosage form. This product was not suitable for gift giving, because the product was too small in size and light in weight. In January 1997, after submitting for approval, it was amended suddenly, and changed to capsule + oral liquid. The purpose of the change was to increase the volume and make it a gift market.It was not approved for the first time, and it was not approved for the second time. It was not approved until the fourth time in December 1997. When it was tested in Jiangyin in 1997, the product did not even have a batch number. Regarding the price, the earliest price of capsule + capsule was 18 yuan, but I immediately felt that the price of 18 yuan was too low, and finally set it at 38 yuan. Later, when it was changed to oral liquid, it was 38 yuan, because the cost after changing to oral liquid was lower. up. At that time, I was doing market research in Changshu (Planning Department) for a month, 38 yuan, 48 yuan, 58 yuan, 68 yuan, 78 yuan, 88 yuan. With so many prices to investigate, the most accepted ones were 38 yuan and 48 yuan. It seems that Pricing should not be based on the survey results one-sidedly, but should be analyzed on the basis of the survey results. In the end, everyone discussed that the price was too low, and felt that it was worthless. Later, it was set between 68 yuan and 88 yuan, and finally 88 yuan was rejected. The reason is that we calculate the monthly investment if we want to take it for a long time, and the burden is relatively heavy.Later, if it is 68 yuan, it is generally acceptable to families other than laid-off workers. At that time, our products started to be used clinically, and the clinical effect was found to be very good. There were a lot of people whose white hair turned black and their arthritis was cured.During the investigation at that time, it was found that no one said that our product was not effective, and the product was very good, so the final price was 68 yuan.After ten days and a half months of repetition, this was finally settled. About packaging. In January 1997, I went to the United States. In a supermarket in the United States, I saw a medicine package that was very good. It was a blue gradient. It was a small box. The color of the interface was very beautiful, and the giant was mainly blue. , so I gave this box to the planning department to design at that time.The design should be large first, and the volume of the gift should be large. The second is to design according to the style I proposed. Later, considering that my requirements are too far from the giant's style, I designed it as it is now. I think the package interface of this design is very good, and then I added a color bar, because the blue alone is lifeless, and adding a color bar makes it lively.After the package was designed, it was printed with a color printer and two boxes were produced. Then during the investigation in Changzhou, let the planning department take this box to the terminal point, go to the pharmacy, put it together with other medicines and health products, put one box, and then investigate consumers at the door. What is the first thing they see? which product. At the beginning, we didn’t see our products, so we changed them. After several revisions, we found that more than half of the consumers entered the store and glanced at them. Most consumers said it was our box. The box is just set. For consumers, the product that often jumps into the eye first is the product he wants to buy.It was later found that putting the three boxes together can attract the attention of consumers the most. Another content is market research.We have no money, no chance of failure, very cautious, treading on eggshells.Almost none of the health care products in China can succeed in the second after one product is successful.The reason is that you are the most careful before the first success, but you are not as careful as before.When we first started, we went to farmers to chat with them and get to know consumers.Summarize, summarize, one village is not good, sum up, go to another village, and then someone asks "do you have the goods?" We are tempering our persuasion skills. When I wrote "Sweeping the World", the product had no positioning.The current positioning should be successful. Our products are mainly positioned in anti-aging, stomach, sleep, and women.Strategic thinking: A series of effects are linked by delaying aging. The last item in the preparation work is to write the book "Sweeping the World", because we have collected a lot of materials about "melatonin". Most of the content in that book is well-founded and can be found.Compilation of these materials into a very readable book, this book itself is a sales tool, but also a blueprint for our publicity.Based on this idea, we wrote this book. This book took a month. We were locked up in Changshu, divided into several groups, and each group wrote a chapter. Except for the two chapters on women and increasing immunity, I participated in the rest. This book is well written, and we found that after people read this book, the sales success rate is particularly high.This is the entire planning work of Melatonin. We have been doing this preparation work from April to December 1997. In August 1997, before we finished our planning, we started trial sales in Jiangyin.Our products do not have batch numbers, but we can produce them. We have prepared 100,000 yuan to produce a batch of products.When doing test sales, we did not give guidance and asked the planning department to do it. We knew that it would fail, but we still asked them to do it, mainly to see how it failed. At that time we made a TV film, the advertising slogan was to eat well, sleep soundly, defecate smoothly, and be energetic. It was very simple; the soft text was a boring soft text written by myself, but it failed.I went to Tibet during the test sale, and it failed after I came back.Then we took root in Jiangyin and began to study the reasons for the failure.Our approach at that time was relatively routine. The reason for the failure of the investigation was that the soft copy was boring and the reading rate was low. According to the investigation at that time, only one box can be sold a day in the largest pharmacy.But there is also a summary of experience: neighborhood committees sell better than pharmacies. The main failures are that the publicity is too popular, the readability of the advertorial is too poor, the layout is crowded with advertisements (we said later that there should be no advertisements around, it is a lesson from that time), and the TV advertisements are not attractive. The whole event cost more than 50,000 yuan and bought a lesson. In January 1998, it was launched in Wuhan and started trial sales, and then returned to Zhuhai Customs for a month of discussion. At this time, the market positioning was completed, and finally it was decided to focus on soft articles instead of TV.There is no money to make TV, and TV is a mess in Jiangyin, and it has no effect, so we decided to use books + soft articles to start the market. At that time, we wanted to start a city with no more than 100,000 yuan a month. At that time, we began to organize everyone to write soft articles together, "Forty-one Flowers for a Woman", "A Day Without Pooping Is Equal to Smoking Three Cigarettes", "Can Humans Live Forever? "The three articles and so on were all finished at that time, and there were 7 soft articles in December. In January 1998, the trial sale was carried out in Wuhan, and the planning plan has basically taken shape, which is not very different from our subsequent planning plan. At that time, it was planned to invest 200,000 yuan in three months in Wuhan as the start-up fee, because the person in charge at that time had a deep affection for the Giant Group and did not dare to use the 200,000 yuan, so he did not follow the original planning plan. , just want to save money. The newspapers with the largest circulation at that time were "Yangtze River Daily", "Wuhan Evening News" and "Chutian Metropolis Daily". After a month, the 200,000 yuan was not used up, and it was basically a tie, with an input-output ratio of about 1:2.At this time, our headquarters began to discuss the plan and added two large soft articles. We started Wuxi in March 1998, and the person in charge was Zhang Lei. When Wuxi was launched, the negotiated price was set at 45 bucks, and the negotiation was completed.At this time, Zhang Lei may be under great pressure, because he has failed in the Jiangyin market and has no confidence in this market.At that time, the plan and operation manual were already available, but he did not follow the operation manual, and after sloppyly publishing the article, he quit. In April, we recruited Huang Jianwei and Xu Jin to do it again. The two of them made plans and wrote an article on menopause, but they failed.Later, he was convinced and returned to our planning plan, but after such a toss, the market did not do well.In the first month, we started to do 150,000 in May, 150,000 in the second month, and 300,000 in the third month. At that time, we felt that we did a good job.I took people to investigate at that time, and found that we should be successful, because we already have the conditions for success. In July, we began to fully recruit people and officially launch the market.At this time we started four places, three in Jiangsu—Nanjing, Changzhou, Suzhou, and Jilin City in Jilin Province. When we made this decision, we held a meeting in Wuxi and told everyone that we started to make Melatonin formally. That start of training was the first session of training.At that time, I borrowed 500,000 from friends in Beijing to officially start the four places.At this time, the planning plan has been finalized, and no changes are allowed, and one size fits all. At the beginning, everyone objected, saying that each market is different, and there is a big difference between the south and the north, but we don't care about it, even if it fails, it's the headquarters, you just need to publish the article. The important planning schemes at that time were soft articles and book excerpts.As long as the excerpts of the book are in place, the soft article talks about the price, and it is published as required, then the failure is also the responsibility of the headquarters. The planned plan for starting these four places will be the national start-up plan later. There was no TV in the plan at that time, and the focus was on soft articles and book excerpts; there were also some small things, such as push and pull, and small desktop pops. Other than that, there was nothing too much.But because the book excerpts are effective, and because each soft article is carefully designed, every one that starts is successful, and there is no failure. Changshu, Jiangsu, started in August and September of 1998.I didn't make any money in the first month, but I started to make considerable profits from the second month, and then I used this profit to roll over.So I shot two films in Zhuhai, one was a two-minute feature film, but the effect was not satisfactory, and then stopped. In addition, I shot another 10-second advertisement of a sissy that everyone hates so much. People hate it. After shooting it, our headquarters thought it was okay, but the branch and office felt ugly after watching it. refused to play. Later, during the Spring Festival in late 1998 and early 1999, it was still played in some places.There were not many places to start that year, but the sales volume was good. We have sold more than 20,000 pieces. When we summed up our lessons after the Spring Festival, several places said that this commercial could not be broadcast, and consumers even went to the TV station to complain. Because the branch company put too much pressure on us, this commercial was not broadcast. At this time, we launched new regions, because there were very few regions that were launched at that time, only about 10 provinces and cities. Later, the launch became more and more successful, because we found that in the early days, we only asked the local party newspaper and an evening newspaper, and there were not many requirements. Later, we found that what we wanted to do was to make the evening paper with the highest reading rate in the local area, and the effect was good. Later, we made this rigid requirement, and then further expanded to the local newspaper with the highest reading rate. the highest point. Generally, those who do this are very popular. At that time, the most prominent ones were Chengdu, Zhengzhou, Shijiazhuang, and Changsha. These places all used this plan, and it was published in newspapers. In the end, the market became so popular that I didn’t even know what was going on. . At that time, our start-up plan was basically finalized, and there were no major adjustments afterwards. But after the Spring Festival in 1998, the new markets were getting better and better, and the old markets were getting worse day by day. At that time, we thought of many remedial measures, and used all the measures we could think of. We made various films and made various book excerpts, but the old market was not popular, and it was getting worse day by day. At the end of June and beginning of July 1999, at the national meeting, the headquarter made another planning plan, and the plan for the new market was finalized, so we followed it. There are some more things in the old market. One is the worst 10-second advertisement. I think it may be the credit for the popularity of the Spring Festival. It started broadcasting in July. At that time, we didn’t want to broadcast it as a gift. At that time, we felt that we had no brand advertisements. The idea of ​​the headquarters was not that this advertisement was particularly good. Already moved to Nanjing.At that time, I felt that there must be a brand reminder to match the summer soft article, but I didn’t have a brand advertisement in my hand. The best brand advertisement was the sissy 10-second advertisement. Although it was a gift, he was talking about melatonin, so I simply Just do brand advertising. At the end of July, I felt that the market was not right, and the market was constantly rising. It is reasonable to say that summer health care products should be in the off-season. At that time, there were several reasons for the analysis. One possible reason was that the summer soft article was working. Another possible reason was that we changed the manual and added the cycle theory to the manual for the first time. It was the cycle theory that was working. seconds of advertising. Later, when the meeting was held at the end of July, everyone thought that the summer soft text might still be at work.However, the market in Jiangsu and other places moved relatively late, and the terminals started to sell goods, but the payment did not rise, so several managers in Jiangsu at that time also accused our headquarters of deceiving ourselves, saying that the market did not move at all, because you thought the market was in the market. going up.But we do think the market is indeed moving. At the beginning of August, these managers also felt that something was wrong, because when the terminal went up at the beginning, the demand for goods did not increase, but the terminal left.At the beginning of August, the volume of demand suddenly increased. In August 1999, it increased by more than 50% compared with July. There were not many new markets in August. Re-launch, so the new market can't make a contribution at this time, and the market is very prosperous in September. In September, there were out-of-stocks and looting across the country.At that time, several markets drove to the factory to grab goods by themselves. At that time, the main job of the headquarters was to calm down the storm of demand for goods, so in September we jumped from 30,000 pieces to more than 70,000 pieces.Of course, this has the contribution of the new market, and the old market has also become popular. At this time, we began to notice that the market heating up and this 10 seconds played a role. Although this advertisement was terrible and was rated as one of the ten worst advertisements in the country that year, we later studied the advertisement in 1999. In terms of commercial effect, this advertisement should be Said to be far ahead. At that time, we planned to say that during the Spring Festival, we were going to make this advertisement aggressively, and maybe we could do 150,000 advertisements a month during the Spring Festival.It was difficult in October last year, because in September, our country was out of stock in a large area, and in December, the headquarters rigidly required all offices to increase investment. At that time, all obedient ones became popular in the end, while the timid ones suffered losses. . At that time, more than 500,000 pieces of goods were prepared, which was worth 500 million yuan. In the end, the goods were completely out of stock before the Spring Festival. Therefore, if the goods were not sold out in 1999, the sales volume would still increase greatly. At least the completed tasks would increase by another 100 million yuan. , the main credit is still that sissy advertisement. But there is also a saying, which is related to the 4-minute feature film we broadcast in November 1998. It is said that it was the foreshadowing, and then it was ignited and detonated by that sissy advertisement. Many people now have this view, but at that time Everyone unanimously denied it, and the branch company all denied it, saying that the commercial did not work, but whether it worked or not is still unclear. 还有我们1998年10月份搞了一个大赠送活动，这个活动现在看不是很成功，对市场有些拉动，但是投入产出不是很划算。到今年春节取得了历史上最好的成绩，我们最后达到了59万件。 直到1999年春节我们整体的策划方案，就整个启动脑白金以来，总体上来说是顺利的，尽管磕磕碰碰，但是这时候一直是成功的，而且到了1月份我们是完成了21.6万件，就是2.1个亿，到了历史上的最高峰。 2月份的时候还是完成了将近20万件，这一段一直是顺利的，而这一段我们一直是在用一套方案，就是我们的市场启动指导策划方案，当然还有一些修修补补。这个时候到了我们的顶峰，但过了春节一直到现在我们一直是在打败仗，尽管上个月完成了15.7万件，上个月不算失败，但也谈不上成功。因为这次我们的投入加上前期的积累，我们的力度应该是很大的，按道理这个量是不满意的，其他的月份基本上属于打败仗阶段。 问题出在什么地方呢？ 我觉得没有出在管理的问题上，产品质量可能前期会有些问题，但是我们的质量一直是这样，最近可能好一点。 问题是出在我们的策划上，就是一个产品导入期完了，下面怎么做，我们出问题了。 这个主要责任是在我们这里，因为从春节到现在，我基本在策划上就没有投入，这样我们的策划这一块就没有丝毫的进展，而且在退步。因为过去我们的启动方案都是精心制作出来的，后来这套方案不能用了，尤其是到了今年之后，延缓衰老不能宣传了，所以我们这套方案整个是不能用了。 新方案与过去简直不能比，差得太大了，所以从春节到现在没有一篇合格的软文，这个大家在第一线也能感觉到。端午节还有几天了，实在不行，通知大家登老文章，没有出一篇软文章。电视广告，我们出了一个姜昆和大山踢苹果的，应该说不成功，也就是说电视广告也不成功。 我们启动周边的计划也没有实施下去，3、4、5、6这四个月的投入又十分巨大，投入产出严重不成比例，导致全国绝大多数的办事处都是亏损的，就是说，策划上不去，马上给我们颜色看。这个时候我们更体会到像我们这样的公司，在产品决定下来之后，策划是一个企业的灵魂。 所以在上次的分公司经理会上，我们把这个苦恼跟分公司经理说了，说这个策划老是上不去，怎么办？ 然后我们征求分公司经理的意见，通过投票表决，觉得我们应该在全国各子公司建立策划机制出来，来弥补我们总部较低的策划水平，所以才导致了今天我们有这样一个培训会。 就是说，从现在开始，我们要各个子公司先做策划，总部也做策划，然后子公司的策划报上来之后，和我们的策划方案进行比较和揉合再出正式的策划方案，就是说，以后的策划方案，最早要各个子公司来出。当然同时我们也要对我们总部的策划部门进行一些改造，要强化我们这一块。