A lonely traveler walks in the desert, in the mountains and on the snow, with his footprints stretching for thousands of miles, chasing the source of countless rivers, just to find the cleanest water in the world. At this time, the voice-over sounded the opening two sentences of "Five thousand years of wind and rain, how many dreams are hidden", and finally after going through untold hardships, he came to Yishan, the sun was scorching, and his mouth was dry. On the way, he met three beautiful girls who were dancing by. When they asked about their purpose, they took him to climb Tianlou Mountain. The voice of "Eight thousand miles of mountains and rivers, like a song, no matter where you come from and where you will go" sounded again quietly along the mountain road under their feet. Several people held hands and supported each other, and came to the top of the mountain with difficulty. Standing on the boulder and looking into the distance, the girls pointed their fingers at the Yunyan Lake under the cliff. The camera slowly stretched and gave a 360-degree close-up. The water of Yunyan Lake was clear and the mist was lingering, which was really like a fairyland.
The traveler's eyes were full of desire. When he really wanted to reach out and scoop up a handful of clear spring water, the lake surface shook violently, and a bottle of pure water with elegant curves and blue and white stripes rose from the lake like a myth. The words "Yishan" were clearly visible, and it flew across the sky and fell into the traveler's hands. He unscrewed the bottle cap, raised his head, and a stream of clear water dripped into his mouth at a speed that was countless times slower. He was instantly happy, comfortable and satisfied. He swept away his fatigue, stretched out the bottle, and said aloud: "Be a Chinese, drink Yishan water!"
Five big words were displayed on the right side of the screen at the same time: Pure Mountain Water, and there was a line of small words below: Taken from the Yunyan Lake Group, German craftsmanship, healthy, green, and pure!
The entire advertisement was as smooth as flowing water, telling a story with rich meaning in just a few seconds. The richness of the lens language was breathtaking. Teng Jinglin's directing skills had made great progress after many directings. And Andy Lau's performance was also professional and wonderful. Although he had some idol baggage and couldn't forget to flirt and show off, his handsomeness was exactly what the advertisement needed. Equally wonderful were the three girls, Xu Yao. They were shooting an advertisement for the first time, without the artificiality and deliberateness of the actors. Their smiles and frowns, whether playful, generous, or cold, all showed the beauty and flawlessness of youth. Combined with Andy Lau's idol temperament, it burst out a strong advertising effect, which was unforgettable and impressive.
The appeal of CCTV's platform is naturally unquestionable. Coupled with the previous war of words and the bundling hype with Patek, the advertisement caused a certain response as soon as it was broadcast that night. After three or four days of rotation, a domino effect finally occurred, creating an explosive topic among the public, especially young consumers. At the same time, other media began to notice this advertisement and reported on it many times with the title of Andy Lau testing the waters in the mainland and taking on his first mainland advertisement at a sky-high price, which set off a wave of enthusiasm.
As the saying goes, an advertisement is worth a ton of gold. With the popularity of the advertisement, Yishan Pure Water won a great victory in its first battle since its launch on the market. It not only captured 0% of the market share in its hometown of East China, but also established a firm foothold in South China and North China, and penetrated into remote areas such as Central China and Southwest China. Its market share increased day by day, and it seemed that it could wipe out all the mineral water factories in one fell swoop.
Corresponding to this are large trucks that stretch for dozens of miles along the mountain, waiting in the warehouse from morning to night, coming off the production line, loading, shipping out, and then putting them into the sales network across the country to meet the growing market demand.
From an economic perspective alone, a product has to go through five links from design and production to finally reaching the hands of consumers, including manufacturers, provincial agents, municipal and county distributors, and sales terminals. As a result, prices are added layer by layer and costs soar. Therefore, starting with Bencao Ruolan, Wen Liang has begun to carry out reforms and adopted the FD (Full Fillment Distribution) model that was more popular in the future.
The so-called FD refers to the mode of direct sales at the provincial level, which is to reduce or even cancel some large regional agents to some extent, and to implement direct sales at the provincial level by means of dispatching agents and establishing branches. It not only reduces the intermediate links, but also strengthens the management of terminals and the control of prices. Not only can major stores across the country achieve direct supply, but also enjoy transparent and timely information. Every day, manufacturers can obtain complete data on the retail volume of sales terminals across the country, and the purchase, sales, and inventory of wholesalers at all levels and channels at all links can be obtained on the same day. To put it bluntly, FD means that manufacturers strengthen their control over channels, concentrate responsibilities and powers, and implement large-scale direct supply to retail stores. It is a compromise between the agency model and the direct supply system.
This is also the main reason why Bencao Ruolan can carve out a niche in the fiercely competitive health care product market.
On the other hand, in addition to the change in marketing model, Wen Liang also adopted another settlement method, namely the deposit system. As the name suggests, the dealers pay for the goods first, and the manufacturers then ship the goods. They first pay a certain amount of deposit, and then pay for each purchase of goods. This was very rare in the marketing system at the time. Generally speaking, the manufacturer ships the goods first, and the payment is made on a monthly, quarterly or agreed basis. The advantage of this is that it is easy to find dealers, but the disadvantages are also obvious. The constraints on dealers are relatively low, and they often face the dilemma of being unable to recover the payment for the goods, which causes a huge financial burden. There are many examples of companies that are doing well often breaking their capital chain because of the failure to recover accounts receivable in a timely manner, and thus failing to recover.
However, it is not something that can be achieved overnight if one dares to adopt the deposit system. From ancient times to the present, it has always been difficult to change people's fixed thinking. Wen Liang still relied on the super strong momentum created by Bencao Ruolan's flight across the Yellow River, and agreed to provide a higher interest rate than the bank for the deposit, so that the dealers could reluctantly dispel their doubts and agree to try the deposit system. After such a long period of testing, it has been proved that this is an extremely effective system, which is very beneficial to both manufacturers and merchants. Manufacturers can recover funds, and merchants can receive a considerable amount of interest at the end of the year as long as they complete sales tasks on time. It not only strengthens mutual trust, but also strengthens cohesion, making both parties more like a whole fighting together, rather than a scattered mob.
With the rehearsal of Bencao Ruolan and the lessons learned, when it came time for Yishanshui Factory to follow suit, the difficulty it faced was much lower. Firstly, a large number of elite marketing personnel were transferred from Bencao Ruolan to strengthen the sales branches in various places, so there was no distress and confusion of stumbling blocks; secondly, with a steady and solid mentality, the focus of the first phase of development was on first- and second-tier cities, with the number of distributors controlled at around 400, all of which were powerful terminal merchants with relatively little financial pressure, so the resistance was not great.
After the sales network was built and the staff training was completed, Yishan finally started the listing. As expected, it was a great success and had a great start.
Three minutes on stage is the result of ten years of hard work. There is no success that comes without hard work. The same is true for Yishan. Others see the scenery at the moment, but they cannot see how many people have worked day and night for it behind the scenery! (To be continued)