The fact that Yadai Company was able to get on the right track in such a short period of time mainly relied on the support of its sister companies, among which technical personnel and operational personnel provided the greatest support.
At present, there are very few domestic technical personnel in high-end biochemistry or operational talents with international vision who can be scattered among the private sector.
Because there are not many talents in this field, and even if there are some talents, they are basically in government departments. Even Zhao Yi's companies have mostly trained their own talents in this field.
Fortunately, his companies have been oriented towards internationalization from the beginning, so they have spared no effort in cultivating talents in this area. After so many years, there has been an abundance of talents in this area.
So the marketing and operations talents sitting in the conference room this time are basically from other brother companies, and some of them don't know why they came to this company inexplicably.
Fortunately, although Yadai Company has only been established recently and cannot be compared with other established brother companies, its development potential is also very huge. These people can seek a higher position without much resistance.
However, in this era, even if there is resistance, it will not help. After all, there are still relatively few companies in the country that can use them. Unless they are willing to lower themselves, it is estimated that no smart person will do so.
If they just felt that their position and salary had been improved before, and there was no other special feeling, then this week has passed, their attitude has changed a lot.
Because Yadai Company achieved a turnover of 10 billion yuan in just one week. This number may not seem large to their old employer, but it is actually very scary.
Although this is just the first time the product has been launched, the purchase demand is very strong, and it will enter a relatively flat period in the future. However, based on the annual operating income, it is also very scary. As a veteran operating talent, this can still be estimated.
In a company like this that is both a start-up and a company with unlimited potential, anyone with a little bit of idealism and ambition will know what they should do.
At this time, in such a company, as long as you work hard, you will easily achieve results. Similarly, this period is also when the competition among colleagues is the most intense.
As long as you slack off a little and other colleagues are working hard, you will fall behind other colleagues. When the time comes, there will be a better position and better arrangements, and nothing will happen to you.
So when Liu Siqian entered the conference room, the atmosphere was very lively. All the operational talents were discussing the gains and losses in product operations and advertising and marketing during this period, and there was no need to be self-conscious.
The corporate structure of Yadai Company is actually not complicated. In addition to the major production plants below, the headquarters only has the R&D Department, Administration Department, Operations Department and Advertising and Marketing Department.
As for the human resources department, finance department and legal department, they are all sent by the other three brother companies. This is standard for Zhao Yi's companies, and no company can be an exception.
The department with the largest number of people at the company headquarters is currently the R&D department. There is no doubt about this for the time being, because some time ago, the entire company mainly focused on R&D, and other businesses had not yet started.
The second is the advertising and marketing department. Because the product has just been launched, a large number of advertisements are needed to promote it. It also needs to contact major media to write soft advertisements, so as to attract more users to buy their products.
As for the operations department, they have just started working. Their main responsibilities are to carry out brand operations and solve customer retention problems. Currently, there is not a lot of work in this area, and it is not very urgent.
As for customer service-related work, Yadai Company, like other brother companies, entrusted this business to Lingchen Technology Company. Their customer service capabilities are professional-level and much better than doing it themselves.
When Liu Siqian sat down, she said: "This week is a critical week for our Yadai company, and it is also a week that determines the success or failure of our company's major series of products.
Fortunately, within this week, our products have achieved good results, with global sales revenue reaching 10 billion yuan. If we follow this momentum, we will be able to achieve at least 200 billion yuan in sales revenue for the whole year.
However, being able to achieve such good results mainly depends on two reasons:
First of all, the quality of our products is very good, and it also solves the pain points of consumers. Without this as a foundation, no matter how good we are in other aspects, we will not achieve this result. These are all the contributions of the R&D department. "
Although all the work was done by operational talents and marketing talents, they felt a little uncomfortable that Liu Siqian gave the first credit to the R&D department, but this was indeed a fact and they could not refute it.
Although there is a saying circulating in the market that a good salesperson can sell a piece of gold for the price of gold, but what is the difference between this and cheating? They are a formal company and they are doing long-term business.
And even if the salesperson has this ability, it will take a lot of energy to raise the price of selling gold. Then this energy is also a cost. Maybe the gold you earn is not worth the energy you put in.
Although the advertising and marketing department spent too much energy and money on advertising and marketing during the period of listing, it is impossible to achieve this brilliant result without good products.
“Secondly, our advertising and marketing has been pretty good, allowing consumers to come into contact with our ads in the shortest possible time, learn about our products, and try them out for the first time.
Although nearly 1 billion yuan was spent during this period due to intensive advertising bombardment, and the advertising cost was very high, I still think it was worth it.
In the future, as more and more users buy our products, our reputation will get better and better. In the future, the investment in this area will be reduced accordingly, but the necessary advertising revenue is still needed.
After all, our Yadai company is not only a technology company, but also a marketing company. For those of you who are doing it, the future performance of the company depends on your ability.
Of course, I hope to spend less marketing costs and achieve greater results. In the early stage, we did not do detailed planning and research on this area for the sake of effectiveness.
In the future, as our business stabilizes, everyone who is doing it will need to study the marketing aspect and how to achieve greater results while reducing costs.
I think my request is not excessive. There is nothing we can do about the indiscriminate advertising in the early stage. As a new company, we must use this method to promote our company and products to consumers.
Now that our company's reputation is gradually rising, especially those who have used our products, the recognition of our company must be very strong, so the investment in this area in the future will not be as crazy as it is now. "
After saying this, Liu Siqian looked at everyone present. They agreed with Liu Siqian's words and spent 1 billion yuan on advertising. This has no precedent in the world.
Therefore, among the achievements achieved during this period, they only earned a little hard work. As for the credit, the first priority is attributed to the company's capital. Most of these achievements were achieved by relying on huge capital.
It is basically impossible to maintain this status for a long time in the future, because the cost of doing so is too high, and no company can maintain such a high-intensity publicity status for a long time.
After this wave of indiscriminate publicity, it will enter a stable period, and the advertisements placed will also be necessary advertisements, rather than the full-coverage advertising currently used.
At that time, it will be the time to truly test their abilities. Only if they can still achieve good results with limited funds can we see their true abilities.
"You may have seen the sales situation this time. The best-selling among them is the age concealer series, because it meets most of the rigid needs, and the effect is far better than the products of the same industry.
So I am not surprised that this series has such good results. What surprises me is that our daily care products can also be ranked second, which is beyond my expectation.
Although our daily care products are more effective than those of our peers, especially in terms of safety, they have almost no side effects on human skin.
But after all, it has not broken away from the same category, so I think it should be the joint sales results brought by the Age Invisible series, so it remains to be seen whether this series can continue its current good results in the future.
Of course, whether we can maintain this kind of performance requires everyone here to use their talents, because this series has the largest consumption. The larger our market share, the more we will earn from this area.
In the future, it may not be inferior to the achievements that the Age Invisible Series has brought to the company, so in the future, your work focus can be appropriately placed on this and strive to expand our market share. "
When we first decided to introduce daily care products to the market, the main purpose was to improve the product line of Yadai Company. Most of the products were benchmarked against those of other peers. The result was unexpected and gave them a big surprise.
Although the overall profit of the daily care series products is much lower than that of the age concealer series and the colorful skin series, they cannot support the large volume, and these products are affordable to ordinary consumers.
Especially for those who are not very old, they do not need to use the Age Invisible Series products to prevent themselves from aging, they only need daily maintenance.
"As for the makeup series, it was a big surprise for me to be ranked third. According to our estimates, this series of products should be at the bottom.
However, judging from the sales structure of this series of products, lipstick products and products with different pupils are the best-selling ones, while the sales of other products are quite average, which is in line with my original expectations.
Why is this? I think it is a safety issue. At the press conference, I ate lipstick on the spot, which should have given consumers a big shock, which shows that consumers are very concerned about the safety of products that enter their bodies.
This conclusion can also explain why the sales of heterocoria are also very good, because the product of heterocoria is also in close contact with the eyeballs, and safety is the top priority.
Therefore, in future advertising and marketing, while emphasizing the efficacy of our products, we can also appropriately promote the safety of our products. This is an important aspect that completely differentiates our products from other peer products. "
In fact, Liu Siqian didn't need to say this. When they got the sales list, they analyzed this conclusion, because the situation reflected in the list data was so obvious that anyone who was not blind could see it clearly.
So Liu Siqian doesn't want to talk too much about this. Those who are doing it are all elites in this field. It is not very difficult to analyze these things from these data.
“What I didn’t expect was that the colorful skin series, which I had high hopes for, was actually ranked last among the four series, at the bottom.
You should also know these data. Do you have any thoughts here? "
In addition to summarizing the sales of this week, the most important thing for Liu Siqian's meeting was to solve the poor sales of the colorful skin series. Even if there is no obvious improvement, it cannot be at the bottom, otherwise the boss's face will be lost.
In fact, Zhao Yi was not as miserable as his subordinates thought. The previous sales of Tianji Dairy Company were far different from what he had expected, and he did not feel embarrassed. After all, humans are not God and cannot predict all possibilities.
The reason why Zhao Yi is optimistic about the colorful skin series is mainly based on his experience in his previous life. Racial conflicts are very large, and there may be a huge demand for such products that directly change skin color.
It's just that his views and experiences based on his previous life are not suitable for the current social environment, which causes his expectations to deviate significantly from reality. If he knows that his expectations are wrong, he will not be angry and just adjust in time.
His prestige does not need to rely on this invincible state to maintain. As the scale of the industry expands in the future, there will be more and more results that exceed personal expectations. All he needs is to be more normal.
It's just that Liu Siqian has just joined Zhao Yi's brand and doesn't know much about her boss's temperament. Since the boss has vowed that colorful skins will become the main series, the result is too far away, and the boss may not be able to bear it.
“I think there are three main reasons for the poor sales of the colorful skin series:
The first reason is that the price of this series of products is relatively expensive. Everyone is familiar with the situation in Europe and the United States. The upper class elites are mainly white people, and there are very few people with other skin colors. This means that there is not much demand for high-end products.
Those at the bottom want to change their skin color, but the price prohibits them because this is not a one-time thing and will cost a lot of money to maintain in the future.
If they choose to change their skin color and it does not bring significant income and status gains in the future, most people are unwilling to invest huge amounts of money in this area.
As for why the broader middle class is not interested in colorful skin products, I think it is due to the following two reasons.
The second reason is that changing skin color cannot obviously change one's race. At least outsiders can see it at a glance from their perspective, which greatly reduces the effect.
The third reason is that it has not become a fashion. In other words, if you suddenly change your skin color in a familiar environment, it may cause ridicule from neighbors and friends, which will make you more embarrassed. "
Liu Siqian heard the employee's analysis and nodded appreciatively. His analysis was indeed reasonable. He made a convincing analysis from three aspects: product price, usage effect and value recognition.
She said: "I agree with your analysis results, so how can we make marketing improvements in these aspects next to promote the sales of colorful skin series products.
But let me be upfront, there is not much room for improvement in product price. With the quality and technical uniqueness of our products, there is nothing wrong with selling them at this price.
And the high price alone is not the fundamental reason for the poor sales performance of this series. You must know that the price of the Age Hidden Series is not lower than this series, and it is still selling very well.
So we must focus on solving the following two problems. As long as the following two cruxes are solved, I think even if the price is more expensive, a large number of people will pay for it. "
In fact, the second reason is very easy to solve. Chinese medical companies have business in this area, but the current consumer groups are all abroad, and Chinese medical companies do not have relevant institutions abroad.
Therefore, if we want to solve this problem, we need to match it with a set of services, that is, we can provide people in need with plastic surgery services in China, so that they can completely become the people they want to be.
As for the third reason, it is difficult to solve. It is not that easy to start a fashion trend, especially in other countries. To achieve this, it requires the cooperation of many aspects.
"Solving the second problem is actually very simple. China Medical Company provides such services. At the same time, the travel agency under Shangtong Trading Company also provides medical tourism services to China. We can cooperate with them.
But the problem is, how to provide these services to people who need them is a big problem, because these are all personal ideas, and we don’t know who needs such services.
Moreover, it is inappropriate to publicize such a service as it will be regarded as personal privacy by many people, so we need to find other ways to achieve this purpose.
As for the third question, do you have any good suggestions on how to start a trend and make changing skin color a fashion? Only in this way can the fundamental problem be solved. " Liu Siqian asked. (End of chapter)