Chapter 156 TV Shopping and Advertising Masters
It should be said that since Fan Wubing injected capital, under the management of Xia Donghai's family of three, the New Silk Road Entertainment Company has recruited a lot of potential entertainment talents. .
Of course, what made him most gratified was that Xiao Qi was signed. This is a good seedling.
This time I came here, but I didn't see him. It turned out that the company arranged for him and Chen Bisong to go out to perform. The current net worth, 50,000 yuan per show, is not a lot, but compared to the future market, it is still a bit small See the big witch.
"We want to build a first-class entertainment company in the country. After a few years, you will all be excellent talents at the forefront of entertainment—" When passing by a room, Fan Wubing heard someone talking passionately inside.
"Who is this person? He seems very enthusiastic about work?" Fan Wubing felt that this voice sounded very familiar, so he looked inside and saw that it was a young man with a lot of passion, a little Children in Taiwanese Mandarin are emphasized.
"Oh, this is Xiaohou. He came from Taiwan. He was originally from Shandong. He has engaged in advertising planning. Now the company is also in charge of this. I think this person is quite capable and his language is contagious, so let him be in charge. Training new employees. ^^^^" Xia Donghai explained to Fan Wubing, and then said with a smile, "Everyone calls him Mr. Hou."
"Mr. Hou?!" Fan Wubing suddenly remembered, he didn't expect that Xia Donghai would recruit this advertising talent into the entertainment industry, it's really unbelievable!
As the best advertising master, Fan Wubing remembered that he could see the image of Mr. Hou hoarse every night after nine o'clock every night, and his classic words and shots had already left an indelible impression on him.
"Two-carat Hearts and Arrows cost more than 200,000 yuan, but our Hearts and Arrows only cost 998 yuan, 998 yuan! There are only 39 pieces!"
"It seems that there are 100 million people, how to divide them?"
"If you missed these 39, then congratulations! You can't buy-"
"Our Boffin is the world's largest diamond retailer, and our Austrian crystal diamonds are definitely the lowest price in the world! Let me tell you. We are not here to make money! Such good things have already been sold out at 10 times the price abroad. I told you a long time ago! There is no need to advertise at all!"
"Rolls Denton - the Rolls-Royce of watches!"
"I swear it's 100% real diamonds from South Africa. \100% Swiss movement, I believe that if I tell the price, our phone will definitely be blown up! Guess how much it is? It only costs 298 yuan, yes 2980 yuan There are only 66 pieces for men’s and women’s watches.
If you missed it, then I congratulate you. you can't buy it
After a lot of yelling, he tilted his head and put on a stinky face. With an angry look, he waved his hand. When he slapped the table, it was as if someone had robbed him of his belongings. He deserved a beating, which was very funny.
He knocked on the table vigorously, and said in a very rhythmic voice, "As long as it is 998. The breaking price is 998. You can go to any Boffin store anywhere in the world. At 1,000 yuan for real estate products, the breaking price is ninety-nine
Finally, Mr. Hou brought up the electric drill and kitchen knife, and wanted to show everyone his French sapphire mirror. Also brought up the spray gun. The burning of the whole room proved that his Rolls Denton watch strap was made of a very good ceramic material. \
Thinking of this scene, Fan Wubing felt overjoyed, this Mr. Hou is definitely an entertainer, and asking him to sell watches is a bit of a shame, so Fan Wubing said to Xia Donghai, "Well, this Mr. Hou - treat him well. He. I will be of great use to him in the future. Don't let him run away!"
Inside, Mr. Hou was still excitedly gathering new employees and giving speeches, but he didn't know that he had already been treated by Fan Wubing as an imaginary TV shopping host.
Fan Wubing is considering how to turn the CCTV program directly into a cash cow. Mr. Hou's sudden appearance just reminded him of the TV shopping that was so popular back then.
As a kind of commercial retail industry, TV shopping has long been a household name in developed European and American countries, and has achieved remarkable sales performance. Since the early 1990s, the development of TV shopping in Japan, South Korea, Hong Kong, Taiwan and other regions has also been very successful, with brilliant achievements.
However, domestic TV shopping started relatively late. Fan Wubing remembers that domestic TV shopping was relatively early, and it was three years later that Beijing TV BTV TV shopping was created, which marked the official start of Chinese TV shopping. ===
Subsequently, this kind of TV shopping craze, known as the no-store sales model, swept the country by distributing product information on TV and using telephone contact to deliver goods to the door. Because TV media is loved and trusted by the general public and consumers, the TV shopping industry has achieved extraordinary development in China in the early stage.
From big cities such as Beijing, Shanghai, and Guangzhou to provincial capitals and prefecture-level cities, TV stations at all levels have launched TV shopping columns. Three years later, there were more than 1,000 TV shopping companies across the country, and the industry's highest annual revenue once reached more than 20 billion yuan.
However, with the frequent development of TV shopping in China, due to weak supervision and out-of-control orientation, some TV shopping companies are eager for quick success, operate illegally, and compete in disorder. Under the guise of high technology and health care, some manufacturers have flooded the market with a large number of fake and low-quality products and profiteering products, and the service is not in place, so that consumers lose confidence in TV shopping and stay away. Many media have also criticized and accused. ^^^^
In the second half of 1999, China's TV shopping finally fell into a trough, a crisis of confidence appeared, and a slow and difficult period of development began. The number of enterprises engaged in the industry has also dropped rapidly to more than 300, and the overall annual income of the industry has also dropped to more than 4 billion yuan.
It took another four or five years before TV shopping regained its momentum. However, by this time, some foreign TV shopping had already entered the mainland market, and it was another round of extremely tragic fighting.
This time when Fan Wubing came to Shanghai, in addition to making films and directing the company's recent work, he also had to consider several cooperation projects for CCTV. TV shopping is undoubtedly the easiest program that can guarantee a stable income. I chose a column, after all, it is a bit brain-consuming to engage in entertainment programs.
Fan Wubing's idea is to first use TV shopping to bring a refreshing feeling, and then use mass entertainment programs to increase the popularity and brand influence of the entertainment column, and then engage in the CCTV King campaign. These consecutive links are step by step. After stepping down, his cooperative position with CCTV will be unbreakable.
Thinking of this question, Fan Wubing dragged Xia Donghai into the office to study this matter.
"The TV shopping in the United States is very developed. I know this, but do you have such conditions in China?" Xia Donghai was a little suspicious.
Xia Donghai's suspicion is also well-founded. One of the important ways of TV shopping is to contact by phone. However, in China at present, the popularity of telephone is still relatively low, which will seriously affect consumers' enthusiasm for TV shopping. , After all, when you see something you want to buy, but you can't buy it because of inconvenient contact, you will definitely be disappointed with this new shopping method.
Another is the payment method of TV shopping. American credit cards are very convenient, but there is no such convenient transaction method in China, so we can’t pay cash on delivery, right? In that case, I am afraid that there will be a lot of trouble in the country.
"These things you mentioned are all problems, but they can be solved. TV shopping in foreign countries basically adopts the model of TV advertising, telephone ordering and delivery. Although it cannot be said that it is not a good mode of operation, it still seems a bit monotonous If we are only limited to telephone ordering, our road will become narrower and narrower!" Fan Wubing replied, "So, the terminal construction of TV shopping is very important. Only investing in TV is like only the air force , there is only the bombardment of TV advertisements, but no ground troops to attack cities and land, let alone infantry troops that can go deep into every household, let alone a solid sales base. This is the easiest way to cause advertising The waste of resources and the loss of consumption. We can consider setting up TV shopping counters in large shopping malls, or we can also set up TV shopping exclusive stores, so that it is easier to win the trust of consumers and receive good results. Another thing to pay attention to is The service quality of TV shopping must be guaranteed. Phenomena such as false promises, no after-sales guarantee, difficult maintenance, and handling of complaints must be eliminated. These will greatly affect the trust and purchase of TV shopping by consumers, so establish a Thoughtful and meticulous after-sales service system is very important.”
"Since you've thought it through so clearly, boss, let's do it! But what advice do you have for choosing the host of TV shopping? This requires someone who is more provocative!" Xia Donghai asked.
"I didn't think of it at first, but I came across it today." Fan Wubing said with a smile.
"Mr. Hou?!" Xia Donghai suddenly came to his senses and asked with a smile.
Fan Wubing nodded and couldn't help laughing out loud.