Chapter 419: Get it right
The person who called Li Yan was Xu Yanwei, the general manager of Oriental Express. Oriental Express currently provides services to companies such as Dongling Hi-Tech, Feiyan Technology, Torch Group, Focus Media, and Oriental Times Mall. Logistics and distribution business.
To put it bluntly, as long as it is a Tanglin high-tech company, Oriental Express is doing business related to logistics and express delivery.
Oriental Express was formerly the Logistics Department of Tanglin High-tech. After Focus Media launched its TV shopping business, the postal delivery was too slow. As for express companies such as SF Express and ZTO, they are still playing hide-and-seek underground. , dare not show your head at all.
The lack of express delivery severely affected Focus Media’s TV shopping business. As a last resort, Li Yan went to the Tangling Hi-tech headquarters to ask for help. Li Dongling asked the Logistics Department of Tangling Hi-Tech to transfer the logistics department’s fleet and warehouse to They all took it out and formed the current Oriental Express.
Unlike SF Express, ZTO, STO and other express delivery companies, Oriental Express does not need to hide. Although according to the current postal law, Oriental Express is also unable to undertake personal express delivery business.
But Oriental Express does not need to do personal express delivery at present. The business orders of Dongling Hi-tech alone are enough to keep Oriental Express busy. The PHS mobile phones and Shenzhou USB flash drives produced by Dongling Hi-tech are all... You need Oriental Express to deliver the goods to all parts of the country and then deliver them to various retail stores.
There are also Feiyan radios, lighters produced by Torch Group, Focus Media TV shopping orders, etc., which all need Oriental Express to handle. Oriental Express can't finish all the internal orders alone.
In addition, after the establishment of Oriental Express, it attracted several waves of investment. Mainland China Supply and Marketing Co., Ltd. Yanjing Corporation invested 20% of the shares of Oriental Express, mainly in warehouses and fleets in some areas.
In the past few years, supply and marketing cooperative stores across the country have been severely impacted by shopping malls, supermarkets, and convenience stores. Countless ones have closed down. Warehouses and distribution fleets have begun to become idle, and have even become a burden for supply and marketing companies.
The supply and marketing company transferred some of its warehouses, stores, and fleets to Oriental Express, which actually reduced the burden in exchange for 20% of Oriental Express's equity.
Oriental Express needs these warehouses exactly. Each side takes what it needs. In addition, with the participation of Yanjing Corporation, a supply and marketing cooperative, Oriental Express no longer has to hide like SF Express, STO and other companies now. .
In addition to the Supply and Marketing Cooperative Corporation, Li Dongling also attracted the support of the State Investment Corporation from Oriental Express. The State Investment Corporation under the Economic and Trade Commission obtained Oriental Express 10 for 8 million yuan. % equity.
There are supply and marketing cooperatives and the State Investment Corporation to protect Oriental Express. In the future, as long as Oriental Express does not stretch its legs and rides on the spring breeze of the e-commerce era, it may not have the chance to become an express delivery giant like SF Express and JD.com.
It doesn’t matter how much money Oriental Express makes, as long as it can support itself and provide warehousing, logistics, and express delivery for Tanglin Hi-Tech, it is enough. In addition, this is an industry that can provide a large number of jobs.
In the previous life, JD Express had 400,000 employees, and SF Express had nearly 180,000 employees. Sometimes, jobs are more important to a company than revenue. The food and clothing of millions of workers is not an empty talk.
"Brother Li is also waiting for news. If the sales of Beibeijia fail to meet expectations, let alone overseas, even domestically..."
Du Guoying I haven't become a marketing master yet, and I'm not very accurate in understanding people's hearts. After the release of Beibeijia, I felt a little unsure, even though he had already done a lot of tricks.
“We’ll find out tomorrow!”
Li Yan glanced at Du Guoying and said, to be honest, seeing Du Guoying’s positioning as the best back-to-back player, he and Focus The marketing staff of the media were a little surprised.
In this life, Du Guoying did not promote the miraculous effects of Back Canon on curing hunchback, high and low shoulders, and improving eyesight, but he cleverly positioned Back Canon on its effects on development, future height, and parents’ expectations of their children. training, etc.
To be honest, this is more destructive than bragging about carrying a good bag to cure all diseases. In the entire East Asia region, including families in America and old Europe, as parents, in any normal family, whose family Can you not consider your child’s life?
Even if you know it is an IQ tax, you probably have to try the salty taste. You would rather kill it by mistake than let it go. What if it works, but it turns out to be useless, which is enough to make many parents regret it for the rest of their lives!
This is the promotional positioning of the youth version of Beibeijia. Du Guoying’s mastery is family education and the mentality of obeying his parents. Even if he has not evolved into a marketing master, Du Guoying is already quite good at understanding people’s hearts. There is heat.
As for the adult version of the Backpack, Du Guoying adopted another strategy, which is to allow adults who have hunched waists due to work and life to straighten up and wear the Backpack to improve their posture. , allowing adults to have a good posture during marriages, interviews, and certain important occasions.
This trick is not a clever one, but it touches the needs of many adults. They all suddenly found that their backs were a little lumpy due to the hardships of life and the beatings of society.
When they buy Backpacks, they actually do so with a comfort mentality, wondering if they will be useful if they wear them. Although in fact, they find that most of them are left in the corner to gather dust after they buy them.
In addition, when getting married, interviewing, or meeting important people, carrying it on your back can make you look in good spirits. For many buyers, this is enough for temporary storage.
Du Guoying’s opinion of the youth version and the adult version with good backs surprised the advertising industry veterans recruited by Focus Media. They did not expect that this was his first official debut. Du Guoying has surpassed many veterans in terms of marketing. Even they may not be able to compare with Du Guoying. ……
"Beibeijia is launched by Jinmen Yipin Company. The founder is Du Guoying. He used to be a teacher and a salesman. This time it's like he appeared out of nowhere!"
Yanjing In another TV shopping company, the sign hanging at the door is Acorn International Trading Company. At this moment, in Acorn International Company, founder Yang Dongjie is talking about good backs with investor Luo He and several senior executives.
In fact, the entire TV shopping industry, who can get around it now, is like the emergence of Beibeijia.
This almost bomb-like promotion has opened the eyes of many TV shopping companies including Acorn International.
In a short period of time, the advertisement of a product will be spread across online and offline channels, covering TV, radio, newspapers, magazines, elevators, shopping malls, outdoor advertising, etc., which can be almost seen and heard by the naked eye. There are advertisements for Beibeijia everywhere.
Acorn International has taken advantage of the trend of TV shopping. Since its establishment, it has made rapid progress and launched TV shopping channels on many municipal TV stations. Most of the TV shopping resources of central media and provincial TV stations have been taken away by Focus Media. .
Although Acorn International is developing well, compared with Focus Media, it is not at the same level. Even though it is now the second largest company in the TV shopping industry, Acorn International is not behind it. All fifty TV shopping companies combined, the revenue is not as good as Focus Media.
According to a report by the Mainland TV News last month, in the entire domestic TV shopping industry, Focus Media alone occupies more than 58% of the market share, while the most profitable CCTV TV shopping and provincial TV shopping Channels, all occupied by Focus Media.
It can’t be compared with Focus Media, but Acorn International is doing well now. In the second month after its establishment, it achieved break-even and then started to make profits. This can also be seen from the current TV shopping What a huge profit.
While Yang Dongjie was discussing with a group of Acorn International executives where Beibeijia came from and speculating on the sales volume of Beibeijia, suddenly an Acorn International supervisor received a call Telephone.
"What's the matter?"
Seeing that the supervisor was stunned after answering the phone, Yang Dongjie asked.
“We found some information about Jinmen Yipin, the parent company of Jinmen Yipin,” the supervisor said. “The major shareholder of Jinmen Yipin is a Hanxi Investment Company, and this Hanxi Investment The company belongs to Dongling Hi-tech!"
When Yang Dongjie heard the news, he was stunned for a long time. He now knew why Focus Media worked so hard to promote Beibeijia. This is Focus Media’s parent company Donglin Hi-tech may even be invested by Li Donglin. How can Focus Media not pay attention to it?
“Watch TV, Mr. Yang!”
A subordinate pushed open the door of Yang Dongjie's office and shouted to Yang Dongjie.
Yang Dongjie turned on the TV and tuned to the Central Media Economic Channel, only to see the host saying in front of the camera.
“According to the latest issue of TV News, the first-day sales of Beibeijia through TV shopping channels have exceeded 50,000 units, of which the youth version has sold more than 35,000 units, and the adult version of Beibeijia, The sales volume exceeded 15,000 units, and the total sales volume exceeded 14.95 million yuan, 84% of which were sold in big cities such as Yanjing, Yangcheng, and Shanghai.
This is a TV shopping business that appeared in China. Finally, the most popular product with the highest sales volume on the first day!
Currently, the statistics of Beibeijia’s offline retail stores are still being calculated. Some industry experts believe that Beibeijia’s offline retail stores may be in the range of two to three years. Between 10,000 units and 10,000 units, on the first day of sales, sales may be between 70,000 and 80,000 units..."
Yang Dongjie and other people from Acorn International were all watching TV blankly. Beibeijia sold nearly 15 million through TV shopping alone. This was only one day. Focus Media succeeded After Weisz, a new "god" was created. This made Acorn International and its colleagues compete with Focus Media. The two sides were almost completely different from the same dimension.
“Beibeijia, operated and promoted by Focus Media, announced today that sales exceeded 83,000 units, with sales exceeding 24.8 million yuan!”
The next day, the Industrial and Commercial News reported exclusively from Focus Media obtained the sales statistics of Beibeijia. In just one and a half days, Beibeijia achieved sales of more than 24 million.
(End of this chapter)