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Text Chapter 405: Advertising

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    The matter of priority is actually a bit similar to the arms trade. For some gun manufacturers, they cannot make much money simply selling guns. More of their profits actually come from the subsequent consumption of ammunition.  The price of a gun is always limited, but the consumption of ammunition by the gun is unlimited.  The profit of a bullet may be very low, but in the army, a gun sometimes shoots out nearly a hundred bullets a day, especially in war years, it is even more.  One bullet doesn't make much profit, but a hundred rounds?  What about one thousand or even ten thousand rounds?  Maybe in the end the money earned from ammunition far exceeds that from guns.  So sometimes some arms dealers even sell guns at extremely low prices. Their only requirement is to purchase their ammunition.  Moreover, if an army is accustomed to a kind of gun, the probability of purchasing the same gun next time is the highest.  For Lejia Supermarket, as they slowly get used to the vehicles and after-sales services provided by the other party, they may not even include the bidding process in future purchases, but purchase directly from the other party.  Lai Xiaohu also agrees with the addition of priority.  For Lai Xiaohu, only when the other party has priority will they pay more attention to Lejia Supermarket. Otherwise, if the other party regards Lejia Supermarket as a one-time partner, then the other party will definitely treat Lejia Supermarket in their hearts soon after the cooperation.  I forgot about the supermarket.  And after getting a satisfactory answer from Lai Xiaohu, Yang Fengze could finally sign a contract with the other party with confidence and boldness.  This purchase order involving more than 30 million yuan was finalized.  ¡° However, the other party did not immediately send the truck to the supermarket because Yang Fengze¡¯s staff was not in place yet, so the other party had to wait for Yang Fengze¡¯s notification for the time being.  Another thing Yang Fengze continues to do is recruitment.  Previously, when recruiting personnel in various regions, they did not recruit transportation personnel.  This is still related to the policy of Lejia Supermarket at the beginning. Since all transportation-related business is to be entrusted, there is no need to recruit anymore.  But now the overall policy has suddenly changed, and the recruitment of personnel has become urgent.  Yang Fengze can personally take charge of the purchase of the truck, but he cannot handle the personnel recruitment work in detail.  For transportation-related personnel, in principle, local personnel are used.  Just like a driver, find a foreigner and let him work as a driver for Lejia Supermarket.  But people are actually not very familiar with the local conditions. If you ask them to get familiar with the road conditions, it will take a long time, and it is not as easy for outsiders to deal with their affairs as it is for locals.  For the same traffic accident or traffic violation, locals can quickly find a relationship to deal with it, while outsiders may be at a loss, and may even be bullied by locals because of their outsider status.  Lai Xiaohu gave Yang Fengze full responsibility for the expansion of the transportation team, and he initially planned to conduct personnel recruitment in Jincheng.  After recruiting enough people, we will arrange for these people to work in various places.  However, when he discussed it with Lai Xiaohu later, he also found that this method had too many shortcomings, so he finally gave up.  Of course people still had to be recruited, but this time Yang Fengze didn't plan to take charge personally. After discussing with Lai Xiaohu, he asked Lai Xiaohu to ask each region to personally take charge of this matter in the name of the head office, in accordance with the principle of using local people as much as possible.  Recruitment of transportation team.  Anyway, recruitment in each region is still in progress.  Adding a few more people won't increase the burden much.  However, asking each region to recruit personnel cannot be completed in a short time, so Yang Fengze had to keep an eye on the situation in each region while continuing to ask suppliers in Shanghai to delay the delivery of trucks.  And now the progress of each region is always under Lai Xiaohu's control.  The number of stores in each region has been determined, and the number is the 116 mentioned above.  Basically, the quantity for each region is decided after personal discussion between that region and Lai Xiaohu.  And after determining the number of new stores to be opened within their jurisdiction, they made the final location selection based on the previously determined alternative locations for several branches.  This process is what Lai Xiaohu is most concerned about.  The importance of branch location selection is self-evident. It directly determines whether the surrounding consumer groups are the mainstream consumer groups of Lejia Supermarket.  At this link, Lai Xiaohu could not determine the location of each branch by himself, so he could only try to refer to the descriptions of the surrounding information of these locations in various regions, and of course Song Yaqiao's previous inspection of these locations.  Summary of place.  It just so happens that things at the vegetable planting center are progressing steadily during this period, and matters related to the aviation logistics company have also been finalized. For the time being, neither Lai Xiaohu nor Zhang Ying are particularly busy, and these two tasks do not require them to work every day.  Stare.  So Lai Xiaohu, who had free time, took Zhang Ying and took charge together.Some branch location matters.  On this job.  In principle, Lai Xiaohu still lets each district determine it by itself, and then waits for the other party to complete the determination before sending the determined location, nearby business conditions, customer analysis and other information together.  Of course, those backup positions were not ignored by Lai Xiaohu.  After getting this information, Lai Xiaohu and Zhang Ying searched on the Internet while referring to the information sent.  After two people read and inquired about it, they decided directly if they were satisfied with it. If they were not satisfied, it was naturally the same as before, and everyone discussed it.  This link is mainly controlled by Lai Xiaohu, but in fact the differences between the two parties are not too big.  Lai Xiaohu has no objection to most branch locations.  After all, the people he sent out were not fools, and there was no way they could not do this well.  Since there were not many differences, this step was completed in just a few days, which meant that the locations of all 116 branches had been determined.  The next step is to enter the formal purchase process.  The capital spent on purchasing these stores is probably the largest cost of this expansion.  However, Lai Xiaohu is not stingy. As long as the price negotiated by the people below is not too outrageous, then there will be no problem for him here.  In terms of stores, the current progress in each region is like this, and the recruitment of personnel is still in progress.  Since there are a lot of people being recruited this time, it is obviously not a task that can be completed in a short time.  Moreover, there are a lot of jobs in each region, and it is impossible to focus most of the energy on recruitment, so the progress of work in this area has not been particularly fast.  Lai Xiaohu had no objection to their progress in personnel recruitment.  Recruiting takes a long enough time that there is no need to rush it.  And this kind of progress can also lead to slow work and careful work.  After that, Lai Xiaohu and Zhang Ying went back to Jincheng in person. The absence of several main leaders of the company would definitely have some impact on the company. After being away for such a long time, the two of them just went back to stabilize everyone's hearts.  Of course, the main job of the two people going back is definitely not this. The main job of the two people going back this time is actually propaganda work.  In the past, when opening new Lejia supermarket stores, Lai Xiaohu and others did not pay much attention to publicity work as a whole.  In the past, their approach was basically to advertise in major local newspapers or TV stations a few days before the new store opened.  Moreover, the promotion time is often in the few days before and after the opening. After the freshness of the opening wears off, the promotion activities will stop.  The reason for this is mainly because Lai Xiaohu believes that the accumulation of word-of-mouth is more important than advertising, so he often just lets the publicity run for a few days and then ends it in a hurry after everyone knows the news about Lejia Supermarket.  And Lai Xiaohu has never publicized on national TV stations or newspapers because he only opened a few new stores in the past, and they were concentrated in one city.  It¡¯s really not worthwhile to publicize it on national TV stations or newspapers. Anyway, even if you publicize it, except for the city where there is a Roca supermarket, people in other places will not know what it is even if they see it?  But that was before. This time Lai Xiaohu planned to pay more attention to publicity, especially this time he planned to conduct a long-term publicity in the national media.  The company¡¯s sales director is Liu Xiaoxiao.  In addition to supervising the company's sales performance, she is also responsible for the company's marketing issues.  It's just that in the past, because Lai Xiaohu and Zhang Ying were so honest, Liu Xiaoxiao didn't have many opportunities to show off in marketing promotions.  But this time, Liu Xiaoxiao rarely took the lead in the company's publicity.  Since we need to pay attention to propaganda work, it is naturally impossible to start paying attention to it from now on.  Long before Lai Xiaohu and Zhang Ying left Jincheng last time, the company had already established the concept of attaching importance to publicity during the meeting.  After Lai Xiaohu and Zhang Ying left, the marketing and publicity work was handed over to Liu Xiaoxiao.  This time there is no such thing as Lai Xiaohu and Zhang Ying.  Liu Xiaoxiao could finally complete this work by himself.  So after Lai Xiaohu and Zhang Ying left, Liu Xiaoxiao also left Jincheng.  The most suitable publicity for Lejia Supermarket is bombardment-style advertising, but it is impossible to contact these influential TV stations or newspapers in the country and stay in Jincheng.  To cooperate with them, you have to beg them. It is absolutely impossible to wait for them to come to your door in the company. They are state-owned units and don¡¯t care about your money. Besides, they actually have a lot of advertisements.  It¡¯s almost too late to arrange it. One more of you is not too much, and one of you less is not too little.  And Jincheng¡¯s economy is very developed.  But when it comes to information, I really feel sorry for my city¡¯s identity.  Regardless of whether it is a TV station, a newspaper, or even the Internet, there is no media organization in Jincheng that is very famous in the country.?.  The most famous one is probably Jincheng TV, but this TV station¡¯s influence across the country is really limited.  It's best to look for it for publicity in Jincheng, but it doesn't care about people outside Jincheng.  Liu Xiaoxiao went to Beijing. Although the two places are close to each other, Beijing has the largest number of media organizations in the country.  Moreover, most of the famous institutions in the country and even the world are concentrated here.  If you want to advertise, this is the best place.  Liu Xiaoxiao came here this time to find these well-known media organizations across the country, such as China Television, the largest official television station in China, and some newspapers with huge circulations. Liu Xiaoxiao is mainly looking for them.  So far, Liu Xiaoxiao has been progressing very smoothly in the newspaper field.  With the rise of the Internet and the gradual popularization of television, newspaper sales have been declining as a whole.  As they were on a downward trend, they naturally lost the arrogance of the past and cherished every advertising revenue. Therefore, when negotiating with these newspapers, Liu Xiaoxiao's high advertising fees were often not disadvantageous.  Even so far, what surprises Lai Xiaohu is that in addition to newspapers, Liu Xiaoxiao has actually reached an advertising agreement with Baidu, the largest Internet search company in the country. It seems that Liu Xiaoxiao has not ignored Internet publicity.  ¡°However, Liu Xiaoxiao, who is always successful, sometimes fails, and that is when negotiating with Chinese TV stations.  This time Liu Xiaoxiao is mainly targeting two channels of China Television.  One of them is naturally the first comprehensive channel of China Television.  This channel is the TV channel with the highest ratings in China, so it can cover the largest number of people.  The second one that Liu Xiaoxiao values ????is China Television's financial channel.  The ratings of this channel may be much lower than those of Channel 1, and even its national reputation is not too high.  However, the main reason why Liu Xiaoxiao values ??it is because of the audience group this channel targets.  Among all the channels, the viewer group of the financial channel may be the most affluent group.  After all, ordinary people don't like to watch financial channels because they can't understand the programs inside.  The main people who like to watch this channel are some senior investors and bosses.  Relatively speaking, these people are high-income groups, and their spending power is relatively secure.  It would be a good idea to find a financial channel to advertise Roca Supermarket.  So far, Liu Xiaoxiao has signed an advertising agreement with the Financial Channel, but the advertising agreement with Channel 1 has been delayed.  As the most watched channel in the country.  Naturally, the most people want to advertise on Chinese TV stations.  It can be said that no matter what time period the advertisement is, they have a group of people waiting behind them.  At this time, if Liu Xiaoxiao wants to go to Channel 1 to advertise, there are only two ways.  One? Naturally, I just waited.  Sign the contract first, and then schedule it one by one in order.  When you wait in line to reach Lejia Supermarket, just put the advertisement of Lejia Supermarket.  However, Liu Xiaoxiao made a rough estimate of the schedule and found that she would have to wait a few months, so naturally she was unwilling.  The other method is a bit like throwing money at the road.  In short, it is to pay a higher price and then squeeze out all the advertisements in front, allowing them to broadcast their own advertisements first.  TV stations are also run.  Naturally, they will like to play advertisements from whichever merchant pays more.  As for the method of using money to destroy roads, it is an unconventional method.  Generally no one will do this unless they are really rushing for time.  It is easy to offend people by doing this. If you spend money to push down their advertisements, they will definitely not be happy.  And doing so can easily leave an arrogant and domineering image.  Liu Xiaoxiao doesn¡¯t particularly care about offending people and image issues.  There's nothing wrong with doing business, and it's not a big grudge just to squeeze out the other party's advertising.  As for the image issue, the domineering and arrogant image is only circulated in a small area. It is difficult for ordinary people outside to know about the internal affairs of the TV station.  As for the thing that Liu Xiaoxiao cares about the most, it is naturally money, because the other party directly asked Liu Xiaoxiao to bid three times after seeing the company that booked the advertisement.  To use their words, they are also under pressure to do this.  And if the ones in front are all small companies.  Then they will have less pressure and can charge less money.  And if the people at the front are some big companies or big customers, then they will be under greater pressure, and Lejia Supermarket will have to pay a greater price if it wants to jump in line.  As for Lejia Supermarket's triple advertising fee, it was decided after comprehensive consideration.  Of course, this price can be flexibly changed. If you can find a strong enough relationship within the Chinese TV station, you can definitely save a lot of money.  But you asked Liu Xiaoxiao to take charge of this matter, and she didn't even know anyone inside.  As for the leaders inside, I can't even see them.  "It doesn't matter, and three times the advertising fee is too much for Liu Xiaoxiao,"So the negotiations with the other party have been deadlocked.  This time Lai Xiaohu and Zhang Ying came back at this time because Liu Xiaoxiao called and asked for their opinions.  When Lai Xiaohu returned to Jincheng, Liu Xiaoxiao also rushed back. After reporting his negotiation process to Lai Xiaohu in detail, Liu Xiaoxiao asked Lai Xiaohu: "Boss, should we give up the promotion of this channel?"  Advertisements on Chinese TV stations can cost hundreds of millions per minute.  And triple the price, that's three million per minute.  Coupled with the length of Roca Supermarket's advertising and the period of advertising, this amount of money is not a small amount.  That's why Liu Xiaoxiao said such words to Lai Xiaohu after thinking about it.  "Give up? Why give up?" Hearing this, Lai Xiaohu asked directly.  Lai Xiaohu is naturally very clear about the propaganda role that China Television Channel One can play.  That's why he was unwilling to give up.  With Channel 1's advertising, not only can people across the country know about your company in an instant, but more importantly, the quality of your company has gone up.  Not every company can run such a long advertisement on Channel 1. After the advertisement is broadcast, the credibility of Lejia Supermarket will also be revealed.  There are so many benefits, of course Lai Xiaohu is not willing to give up just like that.
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