Chapter 65

"Isn't this plan of getting something for nothing a bit too risky? And where did you learn about this scarcity marketing?" Su Ping asked her son, puzzled.

"How can we not get something for nothing now? Should we use our 400,000 yuan to buy production lines and find a factory? Where would we find them?" Jia Hongjian smiled and explained to his mother, "As for the scarcity marketing... I learned it from women. When a woman is being pursued by a man, isn't it true that she instinctively knows that if she lets the man catch her too easily, he won't value her... The principle is the same."

At this moment, Jia Gang and Su Ping looked at their son in amazement. Thinking about it, when a man pursues a woman, the woman does indeed think that way. But why has no one ever applied this subtle thought to business? Why hasn't anyone been as insightful as Jia Hongjian? They didn't even need to consider the possibility of the scarcity marketing working, because if they put themselves in the shoes of an uninformed consumer, they knew they would definitely fall for it!

Genius! Their son is a genius! Their son is truly a genius! Jia Gang was so elated that he almost forgot his own name, "Hahaha, my son is indeed smarter than others! Wife, you've given me a great son!"

Seeing his parents laughing heartily, Jia Hongjian smiled and cracked sunflower seeds. His plan was based on the strategy He Boquan had used in history. In the original Lepsi plan, He Boquan traveled to half of the provinces and autonomous regions in the country, raising about 17 million yuan, which more than covered the 10 million yuan he had paid to Ma Junren. However, Lepsi already had its own bottling production line, so He Boquan was basically producing while auctioning exclusive sales rights, without using scarcity marketing.

On Jia Hongjian's side, because they had less money, they needed to get something for nothing by collecting money from sales agents in various provinces and cities first, before finding a factory and production lines. This would inevitably create a gap between auctioning the sales rights and delivering the products. Seeing this inevitable gap, the reborn genius Jia Hongjian decided to design a scarcity marketing strategy. He couldn't forget the scarcity marketing method of Xiaomi phones in his previous life, where hundreds of thousands of phones would be sold out within a day or two...

"Father, stop laughing. Let me explain how we'll do the scarcity marketing..." Jia Hongjian, considering he would eventually become a wasteful rich second generation, decided to share his entire plan with his father, "If scarcity marketing is about constantly tempting consumers, then what I mentioned earlier is just the appetizer. Now, I'll tell you the main course!"

Seeing that he had his parents' attention, Jia Hongjian crossed his legs and explained while cracking sunflower seeds, "Scarcity marketing means having the product but making consumers feel like they can't get it. It's like an excellent woman always hanging around a man but never letting him catch her. When the man tries hard, she pulls back; when he gets discouraged, she teases him. This makes the man increasingly hungry... or rather, hungry."

After taking a sip of water, Jia Hongjian continued, "So, for scarcity marketing, we'll do the following: After receiving the money from the sales agents, we'll buy all the late-night and early-morning advertising slots on provincial and city TV stations! We'll run ads for more than 12 hours a day, praising our company, highlighting the benefits of our products, and showcasing our contributions to society, such as being the top private taxpayer and supporting education in the west. We'll only say good things..."

Su Ping was shocked, "Buy so many TV slots? We don't have enough money for that, do we?"

"Mother, you're worrying too much," Jia Hongjian opened a can of cola and drank, "I said we won't buy ads from afternoon to 10 PM. We'll only buy from 10 PM to 10 AM the next day. Think about it, TV stations usually have no programs after 10 PM or midnight, and they just show a color bar pattern until the next morning. We can buy this time slot, which won't cost much. A month's worth of ads might cost 10,000 yuan, right? Then we'll run our ads continuously..."

The method Jia Hongjian described was invented by the newly established Sanyu Pharmaceutical Company in 1994. At that time, many provincial and city TV stations had few viewers and no advertisers during late-night hours, so they usually stopped broadcasting. Even on Tuesday afternoons, there would be maintenance, leaving no TV programs!

Sanyu bought these "junk time slots" at unimaginably low prices and ran various crude ads, which directly propelled them to become the second-largest health supplement company in China within a year!

However, Su Ping, who didn't know this history, was still hesitant. She looked at her husband, who was frowning in thought, and asked, "Who would watch ads at that time? People have to work the next day, so they'll be sleeping. Isn't buying ads at that time a waste of money?"

Jia Hongjian shook his finger, "Mother, you're being naive! Think about it, who stays up late at night? Insomniacs and elderly people with light sleep. These are the primary consumers of health supplements. And the basic unit of human society is the family. If the elderly see our ads frequently, they'll talk about them all day. When their children buy health supplements for them, what do you think they'll buy? Plus, we'll also buy morning ads. The elderly don't work and have nothing to do but watch TV, where they'll see our ads on every channel. Over time, this will create a psychological imprint, making them think of our products first when they think of health supplements, gifts, or drinks!"

Jia Gang suddenly asked thoughtfully, "So, you mean... through this carpet-bombing-like advertising, we'll make consumers think our company has the strength of a Fortune 500 company?" Hey! Jia Hongjian's father was very smart! When Sanyu did this, many elderly people in China thought Sanyu was at least a top 500 company, unaware that its registered capital was only 300,000 yuan!

"Next!" Jia Hongjian continued, "We can use about one million yuan to hire a large number of grassroots doctors or medical students. What will we do with them? We'll organize a nationwide free medical consultation! In the past, rural areas only had barefoot doctors with basic training. Now, we'll show our love by sending grassroots doctors and medical students to the countryside, covering all the towns in China! We won't need to pay much for travel expenses, as we can find people locally. Medical colleges and nursing schools will definitely support this practical internship opportunity! This way, we spend money, but both the public and medical students benefit, creating a great corporate image!"

Jia Gang was completely excited! He could already imagine the beautiful future following his son's plan! Yes, before their company had enough products, they would spend a relatively small amount of money on public welfare, gaining enormous prestige! They wouldn't even need to ask the doctors and medical students to recommend their products to farmers. Just by helping them with health checks, these simple and honest people would choose Jia's products as their lifelong first choice!

The more Jia Gang thought about it, the more he believed in his son's brilliance. He wondered why no one else on Earth could come up with such a good idea. In reality, a year later, someone would indeed do the same. In that timeline, Sanyu would hire many experts to provide free medical consultations in rural areas. These experts, paid by Sanyu, would prescribe only one remedy: drink Sanyu!

It was through such marketing strategies that Sanyu, originally a distributor of Shanghai Angli No. 1 oral liquid, could surpass its former employer in a short time! With these aggressive advertising and marketing tactics, Sanyu became the second-largest domestic market player within a year, even forcing the carbonated drink market, including "Eastern Magic Water" Jianlibao, to shrink. Jianlibao's marketing department even started copying Sanyu's advertising plans!

This was the great marketing era of China's reform and opening up! This was the era that, along with the CCTV bidding kings, taught Chinese manufacturers the importance of marketing!

******

First, I apologize... I seem to have confused the provincial capitals. The capital of Liaoning is Shenyang, and the capital of Jilin is Changchun... I don't know why I remembered Jilin's capital as Jilin City, thinking that Changchun was also a capital, probably of Liaoning...

Also, I shyly request clicks, votes, and favorites~

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