Starting from the police station to investigate the magic medicine, the plot changes from black humor to climax crying. Before this, there was actually a period that I found very interesting, that is, the process of promoting the magic medicine from scratch. This contains a successful channel marketing path.
1. Identify market demand and profit margins
When Lao Lu came to the down-and-out Cheng Yong and introduced this business to him, Cheng Yong was confused and confused before starting the business, very distrustful of what he was going to do, and was alert. But when he came to a desperate situation and decided to start this business with Lao Lu, he fully investigated whether the product was reliable (does it really have the same medicinal effect as the genuine product)? Is there a need and is it urgent? Is it profitable? Is there a market? When these four questions were answered yes, he decided to act decisively. Although it is a bit sloppy whether there is a market for me to help you sell it, at least the urgency of the market demand is clear enough.
2. Obtain reliable and stable upstream supply
So Cheng Yong embarked on an adventure in India to secure the supply of goods and become the general representative of China. What he did at this time, in fact, all depended on the firm belief of clear market demand to support him to cross the river by feeling the stones. Then got a surprise harvest in India:
1. It was found that the magic medicine that was priced at 2000 was only 500 yuan in wholesale price, and the first time he set the price after returning to China was 10 times the price of 5,000 yuan. The profit margin is definitely a huge profit, and it is still better than a 2w bottle of genuine products. Too cheap. Market demand is still exploding.
2. Obtained the first general agent of the manufacturer in China. In one fell swoop, the supply problem was solved.
3. Establish a team with a clear division of labor
The next step is to start selling the goods. In fact, there is an obstacle here, because he lacks marketers who can penetrate into the patients, that is, sales channels, just like car brands want to wholesale cars to various 4S stores, because 4S stores are demand square site. So after the first round of thankless sales hit a wall, he began to grope to find a few crew members one after another: a single stripper with a daughter with cancer, a church priest who receives a large number of cancer patients every day hoping for redemption, agile but very The yellow-haired guy at the bottom who is very hardworking and able to work, plus the most determined entrepreneurial partner, Ju Zi Lu.
Each of these five people has a clear and considerable revenue driver in this business, and each of them has a relatively clear area of expertise with a target audience. They can either act as a channel leader themselves, sell directly, or develop and mobilize downline channels.
4. Find channel leaders who are also demand-driven - KOL marketing
The first major development in opening up the market for them is KOL, that is, the group owner of the patient group known by the stripper. They can cover their own needs and have a very high demand for participation themselves. This is a very successful KOL marketing case. Of course, the success is also because the demand is too urgent. The need for life and death is greater than the sky. Of course, your product may not have such a strong demand and market background, but please try your best to develop products that are needed, and then work hard to reach your precise target audience. The reasoning is so simple, but there is a lot to do.
5. Investigate competing products
When the business was getting better, they went to attend the brainwashing sharing session of the users who seemed to be "colleagues" but actually sold fake medicines. Obviously, the core product of this competing product is fundamentally inferior to them, but it can be shameless to do marketing without bottom line, which is amazing. Either way, knowing your competitors will always give you a better view of yourself.
Although in the play, this Academician Zhang dramatically became a key turning point in the completion of the magic medicine business.
6. Effective user UGC collection to verify the judgment of product market demand through user feedback
In this part, in addition to the specific voices of the leaders of the users, for example, the old lady of the patient in the police station who said, "I have dragged down my family, but I want to live, please stop pursuing the magic medicine." For example, Lao Lu's daughter-in-law Feedback from (employee family members); there is also feedback from the general public, that is, when the QQ group is about to collapse, when the strippers open the QQ group to purchase magical medicines nationwide, the explosive demand feedback in the QQ group.
7. Make strategic adjustments through changes in demand
Of course, at this point, Cheng Yong in the play has changed from a "businessman" to an apologetic and compassionate redeemer.
If you look at the matter of promoting your own product, this step is a relatively complete step to form a closed loop of demand, that is, in "Lean Startup": Assumption of demand - Minimize feasible products into the market - Get initial feedback - Validate requirements - adjust strategy - assume new requirements... This is the whole idea of a Lean Startup.
The above is the first half of watching the movie, which came from the little thoughts that flashed in my mind, a Gemini who is running wildly, to ease the sad mood after watching the movie.
Welcome friends who have similar reflections to discuss?
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