Chapter 191 Price and spokesperson! (8.2k)
That's right.
One beetle is destroyed.
Under Xu Yun's insistence.
The company name that he originally proposed but was rejected on the spot eventually became the product name of this cockroach killer.
Although this plan is far from his original goal, it is not unacceptable.
After all, Mr. Shuren said it right.
Chinese people are all compromises.
Then Xu Yun was silent for a moment, sizing up the glue, and his eyes stayed on the packet for a few seconds.
Then he turned his head and asked Qian Guanglin:
"Director Qian, what is our current daily production capacity of cockroach medicine?"
Qian Guanglin had obviously done his homework a long time ago. Hearing this, his expression immediately dropped and he said:
"Currently we have three production lines in our workshop, which can produce one round of finished products in an average of three hours."
"However, due to the many reactions involved, the effective volume of the homogenization system is only 10L, and the efficiency of the filling production line is 30 bottles per minute."
"The density of glue is higher than that of water, and the weight of one milliliter of glue is about 2.2 grams, which means the production and supply speed should be slower than the filling speed."
"If we work three shifts normally, we can produce about 10,000 cockroach poisons per day, and if we work overtime, we can produce 15,000 to 20,000 cockroach poisons."
Xu Yun nodded slightly.
He has never been engaged in chemical production, but he once read a piece of news about Yunnan Baiyao’s smart factory:
The smart factory has a production area of 113 acres and 9 large production lines, with the total length of each production line exceeding 400 meters.
Among them, the fastest production line is 510 pieces per minute, and the rest are 300 pieces per minute.
The production area of my own factory is only more than 2,000 square meters. The investment in the production line is mainly in technology, and speed is not its strong point.
Taken face to face.
No matter in terms of production scale, equipment accuracy, sewage treatment, etc., it cannot be compared with the Yunnan Baiyao factory.
In addition, it was judged based on the information Xu Yun got from a friend who was engaged in the production of norfloxacin ointment.
The production capacity of 10,000 pieces per day is almost the standard production capacity of this factory.
Think of this.
Xu Yun twisted the cap of the cockroach poison again and pinched out some of the glue.
I put it to my nose and smelled it, and tasted it carefully - after all, this thing is not poisonous.
Feeling the bitter taste on his tongue, he asked Qian Guanglin again:
"So Director Qian, what's the cost? How much does one cost?"
"Cost"
Hear the word cost.
Qian Guanglin's originally smiling expression suddenly became much heavier.
He was silent for a moment and said slowly:
"Dr. Xu, our products involve many special reactions, some of which require the use of molecular probes to determine the target."
"So in terms of cost, our price is much higher than ordinary glue or similar imidacloprid products."
"According to our careful calculations, excluding pre-installed equipment costs and future transportation costs - that is, in the production process alone, the cost of an 8-gram imidacloprid bottle is close to seven yuan."
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"If you include transportation costs, sewage, electricity and other expenses, the single cost will probably reach 7.8."
"Of course, this refers to the Chinese currency."
“7.8?”
I heard this number reported by Qian Guanglin.
Xu Yun's expression also became more solemn, and his brows were slightly wrinkled.
Although he had just returned to Luzhou from Yangcheng and had not read the trial production report carefully, he was not sure about some details yet.
However, since Qian Guanglin dared to tell the specific figures in front of Tian Liangwei and Zheng Zu, the cost must not be a big problem.
Eight grams of finished product.
The cost is 7.8 Chinese coins.
How to say it
This number is much higher than the mass production cost that he and Qiu Sheng originally calculated.
At that time, based on simulations by Xu Yun and Qiu Sheng, the final result was that the comprehensive cost was about 6.3.
But this is normal.
After all, in the industrial mass production process, yield must be considered, which is related to various factors.
Simulation can only deduce a rough interval, and it is difficult to be completely accurate in calculation.
In simulation calculations, the yield rate may be 9.8% or 10.1%, which seems to be almost the same.
But when reflected in the production process, there are two completely different costs.
all in all.
In chemical pesticide preparations.
The comprehensive cost of 7.8/8 grams can be regarded as the top one, and it may not even be tied for one.
Because chemical preparations are different from other things such as food, a large part of their costs lies on the research and development side.
It is also commonly known as scientific research cost.
If you want to determine the most effective and optimal formula of a preparation, on the premise of exclusive patent ownership, R&D funding will basically start at one million US dollars.
For example, the 2019 World Intellectual Property Report released by the World Intellectual Property Organization, also known as WIPO, is shown in the attachment.
in 2019.
According to the report alone, the average R&D cost of chemical patents that have been put into production is as high as US$1.9643 million.
The lowest number among them is Kobayashi's eyewash, which cost US$40,000 to develop.
Half of it is the bottom patent transfer fee paid to Takeda.
The highest is a new drug patented by Medonsa, with a total research and development fund of US$120 million.
This is just a single R&D expense. Giants like Roche’s annual pharmaceutical R&D funding is as high as 10 billion US dollars, and Pfizer’s is in the early 80s. (I’ve explained the source table in this chapter. Every time I write some big numbers, some people find it unacceptable and don’t check it.)
In other words.
After the recipe is determined.
The production cost of many products is actually very low.
For example, 4-isobutyl-α-methylphenylacetic acid.
The well-known ibuprofen is very useful for headaches and toothaches. According to the personal experience of another female author who majored in history, it is also very effective for aunt pain.
Guess how much it costs?
The answer is 57.5w/t.
The unit is Chinese currency. As for the unit t, we have all learned it in elementary school, and it refers to tons.
This is still the cost of synthesis using the BOOTS method, and the yield is only 40.03%.
In terms of cost.
The pollution cost of by-products is even higher than that of main products.
Not to mention the BHC synthesis method of major manufacturers.
Although the use of protic acids as catalysts in Friedel-Crafts acylation reactions results in high catalytic costs.
But as long as you have the relevant technical reserves and equipment, it is only a matter of time before the cost is recovered, because its production capacity level is too high.
Due to too many technical barriers in the production process, the actual cost of the cockroach poison produced by Xu Yun and others reached more than 4.8 million yuan per ton.
It's obvious.
In terms of optimizing the production process, Xu Yun and the others still have a long way to go.
then.
Xu Yun and others used the cockroach container they brought to test the effectiveness of the medicine again, but it was still the old trick with the American cockroach.
The onset time of the first generation was 14 minutes and 27 seconds, which was faster than that in the laboratory, and the cockroaches also showed obvious symptoms of thirst for water.
at the same time.
Another analysis report was also released at the same time, confirming that the ingredients were completely consistent with the laboratory products.
So far.
The production line has been completely inspected.
Xu Yun and his team then handed over the workshop to Qian Guanglin and set off to the office on the other side of the factory.
Seeing that they obviously wanted to discuss business secrets, Yang Hongzhi took the initiative to say goodbye at the right time on the grounds that there were still things to deal with in the high-tech zone.
After Yang Hongzhi left.
Tian Liangwei and others moved chairs in the office and sat in a circle with the desk as the center.
Then Zheng Zu stood up and asked Xu Yun:
"Dr. Xu, I am a bit of a layman in terms of technology, so I am curious to ask."
"The verification of the production line should be completed now, right? No need to do a second operation?"
Xu Yun nodded and affirmed:
“There is no problem with the equipment, all reactions are going very well, and the adjustable values are basically full.”
"The remaining coefficients cannot be adjusted initially. We can only rely on subsequent practical operations for empirical optimization, but it will not have a big impact on the production results."
Zheng Zujian nodded repeatedly and looked very satisfied.
Then he took out a box of Hibiscus King from his pocket, smiled and spread it around everyone, Xu Yun was no exception.
Although Xu Yun didn't smoke, he didn't refuse. Instead, he held it in his hand like a pen and turned it around.
Click——
Zheng Zu lit up the cigarette, blew out a smoke ring after passing through his mouth and lungs, and said:
"So Dr. Xu, can you think so?"
“This product of ours is actually ready to go on the market?”
Xu Yun nodded again:
"Yes, you can anytime."
As everyone knows.
Pesticides are different from conventional medicines.
Conventional medicines - as well as health products that are not considered medicines, have a serious problem in sales:
They are basically inseparable from offline supply.
This is determined by the purchasing group and the popularity of medical insurance. It is a very complicated process, with good and bad aspects.
Therefore, when new products such as drugs are launched on the market, they are basically shipped to the municipal level first. Or even worse, they are shipped to provincial pharmaceutical companies or agents.
Then advertising will be carried out to achieve a complete docking effect.
This way.
There will be a relatively long window period.
But insecticides are different.
Except for paraquat, most disinfection products can be sold directly online.
And the more high-end products tend to be more dependent on the Internet.
For example, ordinary urea may be online at 37%.
Agricultural pesticides are higher, so let’s use them 50-50.
Agricultural imidacloprid is higher, 73%.
When it comes to the disinfecting products like Mies Kao, online sales generally account for more than 80%.
Moreover, if Baimushi was not for the offline business of direct door-to-door disinfecting, it might not even open a few physical stores.
This is the convenience of online sales channels.
also.
‘One Mantis Killer’ has long ago undergone official and third-party commissioned testing organized by the General Office of the National Health Commission and ZIC Zhongguancun Disinfection Testing Center.
Imidacloprid is not as harmful to the human body as rat poison, and it can be put on the market without obtaining a hazardous chemicals business license.
So in terms of procedures, HKUST Xinchuang has already taken the necessary steps.
In other words.
Just as Zheng Zu said.
Now after confirming that the production line is correct.
‘One Mantis Destruction’ has reached the final stage before being launched on the market.
As the person in charge of the HKUST New Venture Fund, Zheng Zu has to deal with various accounts every day. He undoubtedly attaches the highest importance to the word money among all the people present.
So it's quick.
He raised a very critical question:
"Dr. Xu, do you have any thoughts on the price of our insecticides?"
price.
Hear the word.
The atmosphere in the office suddenly became solemn, and an inexplicable look appeared in everyone's eyes.
Since several officials from the Price Department of the National Development and Reform Commission were arrested, the government has now canceled the pricing of drugs and chemicals.
Of course.
Except for hemp essence D, they are still set by the government, and some are produced at designated locations.
Duld, for example, strictly monitors and collects every broken ampoule from source to final use.
Nowadays, in principle, the price of a drug is basically decided by the manufacturer.
Although Xu Yun's shareholding ratio in the company is not the highest, due to the previous agreement on AB shares, his voting rights in the company are currently as high as 90.1%.
Therefore, Xu Yun has far more decision-making power than other shareholders in terms of pricing of "One Mantis".
Then Xu Yun thought for a while and reported a number:
"19.8 one, Secretary-General Zheng, teacher, what do you think?"
"19 yuan 8."
Tian Liangwei repeated the number and thought:
"If I remember correctly, the price of a bottle of Mushi should be 40 yuan. If you buy more bottles, you can get a discount of about 25 yuan, right?"
Zheng Zu nodded. As a colleague, of course he remembered the information about his competitors and immediately answered:
"That's right, this is the specification of 5 milligrams of Bymes. The discount for buying three can be reduced to an average of less than 27 per tube."
"But Dr. Xu, the effect of our insecticide is much better than that of Bai Mushi, and the capacity is larger. The key is that the cost is not low."
"So do you think the price can be raised a little?"
Although Zheng Zu is still affiliated with the scientific research system - that is, the Chinese Academy of Sciences, he is obviously more like a businessman than a scientific researcher.
Therefore, it is natural to hope that the price can be set higher.
Just like Tian Liangwei said a long time ago.
The fifth generation imidacloprid may have average academic value and will not cause much enthusiasm in popular academic circles.
But anyone who is not a fool can see its commercial prospects.
Every dollar raised now may become a huge value in the future.
If Xu Yun had not agreed to set the price, he would have pushed the price up to 50 per bottle.
Looking at Zheng Zu with "" in his eyes, Xu Yun suddenly thought of Mavericks in copy 1665.
If there is a chance to meet, maybe these two money lovers will have something in common on their views on money.
Of course.
The premise is that Zheng Zu has to withstand the power of knowledge.
Then Xu Yun paused and explained:
"Secretary-General Zheng, this is just a new product that has just been launched on the market. Although the effect is much better than that of Bai Mushi, its background is still not as good as others."
"Just like many new domestically produced products, such as Utopia's Bluebird and Anker, their quality is better than imported products of the same price, but not many people choose them."
"This is an almost ingrained concept. The more cutting-edge technological products are, the better they are from foreign countries."
"Even if you brag about domestic products online, when ordering offline, unless you have a limited budget and a brand that hates boycotts, you will often subconsciously tend to import products."
"The reasons for this situation are very complex. There are long-term ideological indoctrination and the experience of being deceived by various unscrupulous merchants, which leads many people to believe that foreign products are guaranteed. Therefore, the so-called admiration for foreigners cannot be entirely blamed."
"All in all, affected by this situation, I am sure that even if our product sales are very effective in the early stages, some people will still choose to wait and see."
“Therefore, if the price is set too high, it will discourage some consumers from purchasing, which is not a good thing.”
"The other thing is that if we look at pricing alone, our initial price is not lower than that of BIMERS. After all, the tax rate is there."
Hearing Xu Yun's last words.
Zheng Zu blinked in confusion, and a question mark appeared above his head:
"Tax rate?"
Xu Yun nodded and reminded:
"Don't forget, whether you're worshiping Mushi or Kao, they all have to collect tariffs, so the selling price will inevitably be set very high."
Zheng Zu was startled for a moment, then patted his head:
"Oh, look at me. I have been exposed to domestic projects all year round, but I have really forgotten about tariffs."
Friends who were involved in overseas products in their previous lives should all know this.
in international trade.
Tariff is a very, even core, concept.
International trade cannot be without tariffs, just like online novels cannot be without irrigation.
my country's tariff system is relatively complex. Strictly speaking, it can be divided into preferential tariffs, most-favored nation tariffs, generalized system of preferences tariffs, protective tariffs, anti-dumping tariffs, countervailing tariffs, retaliatory tariffs, etc.
Simply put.
Chemical products such as Baimieshi and Kao need to be charged a general import tax rate of 35% + a value-added tax of 9%. (Customs code 3808911290)
Therefore, their prices are inevitably high, which is a huge expense.
But Huadun Biotech is not like that.
Xu Yun only needs to pay 9% value-added tax on the sales side, which is equivalent to saving a large sum of sunk costs.
After deducting this part of the tax price.
The pricing of "One Bee Killer" is indeed not much lower than that of Bayer Kao.
Think of this.
Zheng Zu no longer insists on the idea of significantly raising prices. After all, in a certain sense, a beetle has a certain relationship with the image of HKUST.
After the product is launched, the impact of public opinion will definitely not be small. If those people are allowed to associate price with food, then the gain outweighs the loss.
This is only the first product of Huadun Biotech, and everything still focuses on stability.
However, he was silent for a moment, and finally plucked up the courage to speak again:
"Dr. Xu, how about we lift it up a little bit?"
Then, before Xu Yun could speak, he raised a finger and looked like he was about to cry:
"It's okay for a dime. I have obsessive-compulsive disorder. If 19.8 is the final price, I won't be able to sleep well for a week."
Xu Yun originally thought that Zheng Zu had not thought about it, and planned to persuade him again.
He was stunned when he heard this.
Immediately he laughed.
The co-author, the secretary-general of the new venture fund, is still a patient with obsessive-compulsive disorder.
And look at his situation.
I guess the obsessive-compulsive disorder is at an advanced stage, right?
The price of a dime was insignificant compared to the selling price, so Xu Yun still agreed with dignity:
"No problem, just order 19 yuan and 9 yuan. Earning an extra dime is also a good thing."
When everyone heard this, they all laughed immediately.
Then Tian Liangwei shook the ashes and said to Zheng Zu:
"Xiao Zheng, since the price has been determined, the platform depends on your connections."
Hearing this, Zheng Zu patted his chest and looked very confident:
"Dean Tian, don't worry. I know the operations of Soubao and Soudong. At worst, I will go to Qiantang and Yanjing."
"Actually, the handover process for the platform is just that, it's nothing more than volume distribution and promotion. I promise to get a suitable price for us and not hold anyone back."
As the two major online platforms in China, Moubao and Moudong actually have different models in terms of commission.
Aubao’s main expenditures are on keywords, Taoke promotion and through trains, which is the advertising price.
In addition, ordinary stores do not charge points, while Tmall requires five points.
Dong Dong mainly charges commissions, and the commission ratio is extremely high.
The commission price of self-operated stores is generally 20%-30%, so you will basically not see cheap service products on Dongdong.
In short, the two platform models have their own advantages and disadvantages. The long-term sales of disinfection products such as imidacloprid may be better in some places, so neither platform can give up.
"That's right."
Speaking of promotion, Zheng Zu suddenly thought of something.
I saw him turning his head and saying to Xu Yun:
"Dr. Xu, speaking of promotion, do you have any plans to find a spokesperson for our product?"
Xu Yun was stunned when he heard this:
"Spokesperson?"
Seeing Xu Yun's expression, Zheng Zu knew that he must not have thought of this, so he lit another cigarette and said:
"Yes, Dr. Xu, I have specifically learned about this information before."
"Whether it is Bayer or some other chemical companies, they actually have brand spokespersons."
"Bayer's spokesperson in Europe and the United States is Albert Pujos, a very famous baseball player in Europe and the United States who was once regarded as a myth."
“It’s just that domestic baseball promotion is limited, so Bayer didn’t sign an endorsement contract with him in China.”
"Currently, Bayer is still looking for a spokesperson in China."
Xu Yun nodded, he had heard of this matter.
Whether it's to restore its image or for marketing purposes, Bayer's move is indeed very popular and very satisfying.
Then Zheng Zu paused and continued:
"Kao's domestic spokespersons are Yang Zai and Shizuka. They are called Wang Chao and Xie Xing just because of their dubbing roles. Because of these two male characters, they have the alias of Kao CP."
"The alias was the same as Kao's brand name, so Kao signed them."
"Currently, the fujoshi circle is very fond of this method. Judging from the user portraits, it should be quite successful."
"Kobayashi Pharmaceutical has just signed Shunsuke Michieda, a new young talent who is also a fan of many mothers and aunties in China."
"This company in Neon is somewhat similar to our Huoxiang Zhengqi Pills. It is very popular but not very popular, so we signed a young person to try to attack the mid-to-high-end market share."
After saying this, Zheng Zu couldn't help but glance at Xu Yun and said to him:
"So Dr. Xu, should we choose a spokesperson for our products?"
Xu Yun nodded thoughtfully.
After all, he is a science guy with a background in scientific research. It is rare for him to think about the issue of tax rates. He really did not consider the spokesperson aspect before.
However, the product has not been released yet, so it is completely timely to remedy the situation, and it will not have much impact on the sales process.
Think of this.
He began to think seriously,
The products of Kao and Kobayashi are mainly cleansers, eye drops and eye masks, and generally cater to young and fashionable female customers.
Therefore, it is completely reasonable for them to choose young meat or even form a gay CP to sell rotten meat.
The rice circle is indeed full of monsters and ghosts, but on the other hand, the purchasing power of the rice circle is indeed very strong.
So this is also a very frustrating part of the rice circle:
It would be okay if it was really pure marketing. The key is that there are really many real NC fans after deducting marketing traffic.
The number of people attending offline concerts is higher than that of Stephen Chow. After endorsing a certain product, the sales of the product skyrocketed as fans bought the product. How can you explain this?
It can only be said that China’s population is too large.
However, compared to the above-mentioned brands, cockroach poison is different.
This is a powerful insecticide that targets extremely disgusting cockroaches.
Therefore, the person endorsing this product should obviously have a masculine appearance.
And from the perspective of security.
Men may be more suitable.
Just like Bayer's European and American spokesperson Albert Pujos.
This man was once an invincible baseball player of the generation, nicknamed 'Cyborg', burly and domineering.
Therefore, the spokesperson of "One Mantis" should also be a domineering, or middle-aged man who has played domineering roles.
Just as Xu Yun was thinking.
Suddenly a figure flashed in his mind, causing him to raise his brows slightly.
See this situation.
Tian Liangwei, who was familiar with his apprentice, couldn't help but glance at Xu Yun and asked:
"Xiao Xu, do you have someone to choose?"
Xu Yun nodded and replied:
"I thought of a person who has a brave screen image, has performed many classic roles, and has a very clean private life."
"The audience who have seen his characters are probably between 25 and 40 years old. They are basically financially independent and are currently the main force in consumption."
"And due to secondary creations on some video websites, he is also quite popular among young people aged 14-22."
"More importantly, his name is also very consistent with the functions of our products."
"Besides, for such old artists, I am also willing to provide them with an endorsement contract - at least it is much better than giving it to those young talents."
After hearing this, Tian Liangwei suddenly became interested:
"Who is it?"
Xu Yun smiled slightly:
"We'll discuss this in the next chapter. Hey, don't slap me in the face. Be gentle and don't pull my hair!"
After a few minutes.
Xu Yun touched the dark circles under his eyes, sighed quietly, and said honestly:
"This person is the actor who plays Lu Bu and Chu Yunfei, Cockroach Guangbei. Ahem, Teacher Zhang Guangyuan." (End of Chapter)