Chapter 530
Marketing Master
Chapter 530 Marketing Master
Lin Xiaohe's request opened a door to a new world for Uncle Benshan.
Art no longer seems to be art, and sketches no longer seem to be pure sketches.
He needs to lead a nationwide marketing strategy, leveraging his understanding of people's hearts and minds to deeply imprint the Pan Shi series of color TVs on the minds of all viewers.
Uncle Benshan smoked one cigarette after another.
Amidst the swirling smoke, a natural internal struggle raged within him.
He grew up at the grassroots level and thought that appearing on the Spring Festival Gala would be the highlight of his life, but he never expected that someone would give him such a difficult task.
Can I do it? Am I capable? I'm just a peasant!
Uncle Benshan raised his head and looked into Lin Xiaohe's deep eyes.
Those eyes were like the deep sea, unfathomable yet revealing a resolute determination, as if they held the reins of power.
Uncle Benshan shuddered and said, "Bottoms up!"
……
In July 1994, Changhong Factory announced a challenge competition through Liaoyang Provincial Radio Station.
"Public Reward: Any user who can provide evidence that their PanShi TV was damaged before reaching 3 hours of normal use will be rewarded with 10 yuan in cash!"
This challenge instantly went viral across the country.
100,000 yuan!
That's a whopping 10 yuan!
The national average annual wage for employees is only 4538 yuan. 10 yuan is equivalent to 22 years of the national average wage, enough to buy a house outright in most cities.
This is exactly the government's transfer price for one mu (approximately 0.16 acres) of development land in Beihai, which can be resold for 800,000 to 2 million yuan.
At that time, the price of gold was only 85.7 yuan per gram, and 10 yuan could buy 2.3 kilograms of gold.
With this 10 yuan, you can say you'll never have to worry about anything again!
The Rock TV Challenge, with its gimmick of a 10 yuan prize, has once again sparked a wave of TV sales across the country.
If you want to get 10 yuan, don't you have to buy a color TV first?
A color TV only costs 1500. You can use 1500 to try your luck at winning a 10 prize. Even if you don't succeed in the end, you can still get a physical item.
Cost-effective!
In Guangdong Province, a central and western province, the supply of color TVs in Panshi is insufficient.
Japanese home appliance brands sensed the aggressive moves of their competitors and their sales departments in China held an emergency meeting.
"What are your thoughts on the marketing plan for PanShi TVs? Should we follow up on it?"
A Japanese representative with a mustache shook his head: "No need. Our clients are high-quality clients; they value the reputation a brand brings more. A 10 yuan reward is not enough to shake their trust in our brand."
Other representatives echoed, "That's right. According to our statistics from Shanghai, the capital, PanShi TVs haven't affected our sales in these major cities. The most affluent consumers haven't embraced PanShi TVs."
"Yes, their distribution network focuses more on third- and fourth-tier cities and rural areas, taking a low-end approach, so it doesn't affect us."
The head of the Japan Home Appliance Manufacturers Association's China office had a glint of gloom in his eyes.
"The Dongguk Market is a delicious cake. Decades ago, we missed out on it. Now that this territory is open to the outside world again, I will not allow this big cake to be lost!"
"Dongguo's products and companies should not, and cannot, have the right to challenge us."
A group of Japanese representatives whispered amongst themselves, starting to devise underhanded schemes to cause trouble for the Changhong factory.
At the same time, under Lin Xiaohe's guidance, the marketing trend led by Uncle Benshan came one wave after another, allowing domestic and foreign companies throughout the East to witness the style of a marketing master from the future!
So this is how advertising can be done, how marketing can be done, and how brand image can be built.
Riding the wave of the Panshi TV Challenge, Benshan Media released two short films. One of them was broadcast on CCTV's military channel.
This is the story of a veteran lighthouse garrison soldier from the Eastern Fleet and an old-fashioned RockTV that has been with him for 15 years.
Amidst the passage of time and the sound of waves crashing against the shore, only the image on the Rock TV remained steadfast.
The old soldier guarding the tower stroked the black casing of the Panshi TV with his rough hands and said with deep emotion, "He, like this lighthouse, has never made a mistake."
This is a short film that once again emphasizes the reliability of Rockstar TVs and connects them with the word "protection".
The second short film, "Father's Hands," became a well-known advertisement.
One child recalled the night his father saved up a year's salary to bring home a color TV to Panshi, and the whole family was filled with joy.
Decades later, my father has grown old, but the television screen remains vibrant.
This advertisement depicts how, 20 years later, the lives of ordinary families have undergone a leap forward, becoming full of technology and modernity.
It perfectly caters to people's current aspirations and longings for a better life.
The details, down to the texture of the clothing, further enhance the sense of realism.
The audience seemed to be transported to 20 years in the future, to a life of plenty and happiness.
And witnessing all of this was that rock-solid color TV, which even the passage of time could not leave a mark on.
"It remembers all the laughter and joy of our family. Time will prove who is worth being with."
The two short films were a great success.
Panshi color TVs are no longer just color TVs, but guardians of family memories and symbols of national spirit.
When buying a Pan-Shi TV is seen as a sign of good taste and responsibility, the vanity associated with Japanese brands is immediately shattered.
"Panasonic? Why buy Panasonic? Of course, buy Iwashi! You're such a sucker! Iwashi's quality is clearly better than Panasonic's, why are you just throwing money away to the Japanese?"
"Tsk tsk, we're not that vain. Even our leader owns a rock-solid house."
"I can still tell the difference between 1500 yuan and 15,000 yuan."
In Shanghai and other regions, Japanese color TV sales are finally feeling the belated impact.
As Lin Xiaohe said, those who get rich first are ultimately only a minority, while the majority remain silent.
Everyone has the right to pursue a better life, and Lin Xiaohe is simply offering these ordinary people a more cost-effective option.
In just three months, Panshizu color TVs quickly seized 10% of the market, with shipments reaching 25 units. The roads in Anning County were almost riddled with deep potholes from the heavy trucks, and the factories were practically smoking from exhaustion.
The truck drivers experienced both pain and joy, but a sense of pride welled up within them.
Factory Director Lin said that they also contributed to the success of Panshi color TVs!
Due to the lag in modern market statistics tools, it took two or three months for Panshi TV to truly attract the attention of the Japan Home Appliance Manufacturers Association after it rapidly eroded the surrounding market.
"Damn it! Why are our sales figures dropping?! How did Changhong manage to reduce costs so low and still make a profit?"
"Investigate this immediately! Those people from Dongguo can't possibly adapt to a market economy this quickly. This aggressive marketing campaign must be the result of them hiring an external consulting team. Find out who it is and poach them for a hefty sum!"
"Hi!"
Since the reforms began, local entrepreneurs in the East have been repeatedly defeated by foreign companies.
Various dirty tricks have emerged one after another.
This was the first time they had faced such a fierce and overwhelming offensive from a local Dongguo company.