In just one day, Red Bull was like a drop of water thrown into hot oil, completely boiling the entire business community in Guangdong and even the country.
Especially in the Guangzhou area of Guangdong, people are frightened by the non-startling advertising slogans and want to buy it and try it.
"The packaging of this thing is a bit interesting. The newspaper said it is the only sports drink in the country. So what is Jianlibao?"
"It feels a bit like criticizing others. I saw this drink on an advertisement today. A group of people were playing basketball there and they drank it after the game. It seemed like it was for energy replenishment."
“I wonder if that’s from the American NBA?
Have these things been sold to the United States?"
"I also saw one of his advertisements. A group of people drank it after working overtime, and they instantly became energized!"
"Would you like to buy a bottle and try it?
There are also two packages, the paper package is much cheaper than the tin can!"
…
In this era of spiritual scarcity, unique marketing can often bring success to a company, resulting in a surge in sales.
In just one day, Red Bull in the pilot area was sold out.
Orders from major cities continued to come in. Qingchen Food headquarters received a lot of calls throughout the day and was extremely busy.
Especially for Ye Chen, from morning to night, his only job while sitting in the office was to answer the phone, whether from reporters, customers, dealers, or Lanzhou. He didn't even dare to go to the toilet.
When it was time for the party, Ye Chen walked into the conference room and suddenly felt an excitement.
“Have the sales figures for Red Bull come out?”
Ye Chen asked directly.
"Part of it has been released, and the ten factories are currently busy. The data given is inaccurate, but the distribution volume is about two million bottles. According to the feedback from the local market, this distribution volume does not seem to be able to satisfy the local market.
"
Hearing this, Ye Chen nodded: "The ten factories have just started, and I can understand that their production capacity cannot keep up, but if they still can't keep up in the future, the factory directors will let me leave them all!"
“What about sales data for other products?”
"The market for other snacks and drinks is very average. We don't have any advertising and marketing, and consumers don't know us at all. However, because the prices are relatively cheap, we are gradually penetrating into the southern market."
"Has the article for the Guangzhou newspaper been written tomorrow?
Show it to me!"
The director of the marketing department heard this and hurriedly handed over the copy.
Ye Chen flipped through a few articles and said while reading: "This, with a few pictures, go to the hospital and take pictures of some people in white coats, giving people a picture of a laboratory doing research! It says on it that this is what we do in the United States
laboratory!"
"And this, don't always come from Japan and South Korea. That's garbage at the doorstep. Go to Europe and the United States. It's not like you don't know the virtues of our people. White pigs are equal to high-end.
Just say that we are the leader in the local beverage industry, and we are the designated beverage for the five major tennis leagues and football leagues."
"And this, this story about playing basketball is good. It needs to be a little sad in the middle. In the end, drinking Red Bull to reverse the game can make people excited. If the name is changed to a foreigner, it will be Michael Jordan! Give me your home address.
In terms of arrangements, try to be as realistic as possible.”
"But Mr. Ye, we don't know!"
“Do consumers know?
Can you make it up?"
Xu Hong was speechless when he heard this: "Mr. Ye, Jordan is a superstar! We will be sued if we do this!"
"What are you thinking about?
Jordan is in the United States, can he read Chinese newspapers?
Even if I saw it, would I still be able to see the Guangzhou newspaper?
Even if he sees it, can he understand Chinese?"
"Okay...okay!"
"Also, next year is the Asian Games, right?
This is our opportunity. You make me a banner that says: Congratulations to Red Bull Sports Drink for successfully applying for the official designated drink of the 1990 Asian Games! Then find a few people to hold the banner and walk on the street, beating gongs and drums and so on.
, make the noise bigger."
When Xu Hong heard this, he frowned: "Mr. Ye, is this too much?
The official designated drink of the Asian Games must be Jianlibao! If you do this, Jianlibao will not be able to help but sue us, and the National Sports Administration will not let us go!"
"Sue me?
I said the application was successful. I said the application was successful?
The marketing department sent two people to the National Sports Administration to discuss the matter and try to negotiate with the other party on various terms. Regardless of whether it is successful or not, just go through the process."
Ye Chen said calmly.
"The most I can do is give you a warning. Do you think I'm the kind of person who's afraid of warnings?"
"By the way, I saw your billboard today. No, the people on it are not well-known, so you still have to find celebrities. The Taiwanese Tigers are very popular these days. Please put their photos on it."
"This is really not possible, Mr. Ye!"
Xu Hong was a little anxious, "Forget the previous ones, the Little Tigers are really not good! Now that they are popular superstars, they can count their endorsements and advertisements, and they will really be sued by then!"
"Can you use your brain?
What can we do if we sue?
Isn’t it just a loss of money? Our huge marketing costs have been spent, so why should I pay him so much?
From the time they find out to filing a lawsuit, it will take at least one or two months, which is enough time."
"At that time, the name will be established anyway. Maybe things will go smoothly and this endorsement will become a direct result. Be bolder and don't be afraid of this and that day by day. We are starting a business now, do you understand?"
"clear!"
Ye Chen's series of marketing methods are absolutely shocking now. The marketing methods in this era are still very simple and straightforward.
A TV advertisement is a person holding an object and saying how good it is. Newspapers simply talk about the usefulness of the object. False propaganda is rare.
Ye Chen's approach does not follow martial ethics and is somewhat out of tune with this era, but it is also the unique marketing that makes consumers refreshing and easily remember his products.
The next day, what Jianlibao expected did not happen. They originally thought that as long as they ignored the morning food, the other party would gradually disappear, but it turned out that they were completely wrong.
The front page of the morning paper is still dominated by "Red Bull", with all kinds of flattery articles appearing in an endless stream, and the front pages of dozens of newspapers don't even have the same thing.
Early in the morning, the word "Red Bull" frequently appeared in people's mouths.
“Why is this Red Bull so ambitious?
It can actually become the official drink of the five major European tennis leagues! The five major tennis leagues are the most valuable tennis leagues in Europe! I went abroad to watch it once before!"
"Here, I didn't expect that Jordan won the championship last time because he drank Red Bull! Is this thing really so amazing?"
"Do you know nba?
It’s the highest level basketball league in the world! This Red Bull is actually their official drink!”
"Look at how well they have such good sales in the United States, and they even have a laboratory. It's like a shining example of domestic products!"
"Who do you think is better, him or Jianlibao?"
“Just try Jianlibao, it’s an old brand after all!”
“I think it’s Red Bull, look at it in Europe and the United States!”
While people were discussing, a group of people playing gongs and drums suddenly appeared on the street, holding a banner that read: Congratulations to Red Bull Sports Drink for successfully applying for the official designated drink of the 1990 Asian Games!