Chapter 607： Pragmatism is important

Often when new products are sold, very compelling advertisements are needed in order to sell well.

For example, a mobile phone in later generations, overwhelming advertising can always make them sell well, at least in the initial stage.

But advertising is not just about selling goods, there is also an element of commodity competitiveness.

For example, Coca-Cola, Apple, Google, Nike, Mercedes-Benz, etc., they have gone from simply selling products to building a brand culture, allowing people to shift their attention from their products to themselves, thus greatly increasing the value of the brand. .

The introduction of Transformers toys is naturally to be advertised, and because of the first reason, it is advertised in order to sell better.

If you want to be a brand culture, you still can't stand up to it. The above-mentioned companies have only gradually developed into the second type of advertising after they have developed to the extreme of the industry.

Although there are two best advertisements for comic books and cartoons, this does not mean that there is no need for advertisements.

Commonly known as the three major media, TV media, print media and paper media, are to be advertised.

And the more prosperous the place, the more intensive the advertising.

In this regard, Yin Jun and Le Yiling have no experience, and can only hand over these tasks to the most experienced people-those famous advertising companies.

Any advertising company that can do well must have its own media resources.

Even better, it can even give you a guarantee, which TV station, which newspaper can be placed in which time period and page.

Such a secured company, although the fees are a little more expensive, but the effect is the best.

At least it can achieve the kind of advertising effect you want.

But whether advertising can finally be converted into purchasing power is another matter.

During the period before Yin Jun went to the mainland, Le Yiling had been discussing this matter.

Yin Jun had discussed with her, and the food should be eaten bit by bit, the way to go step by step.

With the current strength of the Kirin Group, it is no problem to spread the goods all over the world in one go. In places where the economy is not well developed, you can shop less.

However, Kirin Group does not have the ability to spread advertisements all over the world, especially the ability to continue to burn money in global marketing.

Advertising is very expensive.

You watched Nike appear in various media all day long, very lively, right?

As a result, more than 60 people's expenditures are on various endorsements and advertisements. The annual expenditure of 120 billion US dollars in advertising endorsements and other expenditures has really made money by relying on brands rather than real money.

The same is with melatonin, which is even more crazy, and it is estimated that 80% must be on the crazy advertising.

Yin Jun's advertisement for Transformers toys is effective, not billions a year, but at least a billion dollars is normal.

If you look at it, there are dozens of countries in Europe, dozens of countries in the Americas, Asia, Japan, South Korea, Thailand, Australia, New Zealand, and so on. At least 50 countries are worth advertising.

TV media, paper media, and print media, piled up one city after another, are at least the size of 10,000 cities.

In this way, do you still think there is a lot of $ 0 billion?

Certainly not much!

Yin Jun now adds up to all his net worth, and there is no $ 0 billion.

Even if Yin Jun had no money, even if Yin Jun had money, Sister Le could not agree to such a crazy marketing plan.

Being stingy, she finally decided to put the first batch of advertisements in the ten most developed countries such as the United States, Britain, France, West Germany, Japan and other countries. A beginning.

The average advertising fee of US $ 10 million in a country is really not much.

However, such advertising costs are also indispensable.

Especially considering the influence of "Transformers" in the world and more advertising lists in the future, after receiving the wind, many first-class advertising companies have sent personnel to discuss with Le Yiling.

Finally, the day Wei Fan got married, he finally settled on five advertising companies, and he was the sole agent of the Transformers toy advertising business, including advertising production and advertising.

However, this time the US $ 100 million advertising fee is simply not enough to support one year, only enough for half a year, and this is because the five advertising companies have given great discounts.

According to the normal price calculation, even if you invite third-tier celebrities, the advertising costs are not only so small, let alone what they give, at least also the advertisements of celebrities who are famous throughout the country.

Businessmen are naturally profit-seeking.

Given such a high discount, their request is that if Transformers toys are to be advertised in these countries in the future, they will have priority.

At this point, Le Yiling agreed.

As long as the toys are sold well, she can't afford to advertise.

It takes a lot of time to produce an advertisement, either a TV media advertisement, a print media advertisement or a paper media advertisement.

The more will take a month or two, and the less will take ten days and a half months.

While waiting for the production of the advertisement to broadcast, Le Yiling also sent batches of toys to the warehouses of dealers.

Yin Jun wants to learn about Tao Ganma, who he admires. For every penny you pay, I sell to you, and you only pay for it, so that I can make money with peace of mind, and I won't worry about fear.

But just after this idea came out, he was immediately scolded by Le Yiling.

Before you did this on the construction site, I have already endured it, because Xiangjiang is our home field. You actively pay for the goods. This is understandable when our funds are abundant.

But now you are asking a foreign dealer to help us sell things. These Transformers toys have not passed the test of the market. You dare to ask others to give money to pick up the goods. Are you crazy?

Get out of here, don't get involved here.

After such a curse, Le Yiling delivered the goods to the contracted dealer.

Distributors who have contacted for a long time, according to the contract, pay 20 in advance. When the goods arrive at them, they will make another 30 payments. The remaining 50 are after the toy is sold. Checkout once a month.

This is an internationally accepted form of cooperation and the most popular method of ordinary cooperation.

In Yin Jun's view, this is purely a dealer squeezing Kirin Toys, but just like Sister Le, no matter how prosperous you are in the comics and animation industry, you have no precedent for success in the toy industry. Why give you what kind of favorable conditions?

no way.

When it is not strong, it can only be forbearance.

After the Transformers toys are sold all over the world, just talk about the new contract.

Fortunately, in terms of the cost of Transformers toys, Kirin Toys has controlled very well.

For example, the Transformers that are directly pressed with plastic materials have no joint structure of body, so they do n’t even need to pay Hasbro for the patent fee. The most expensive price is US dollars. In fact, the cost is only 05 Hong Kong dollars, plus The cost of transportation is only 3, and the gross profit margin is as high as 87, which is very, very high!

But this is not the highest. For example, there is a limited edition of Optimus Prime large aluminum alloy variable robot, which is about 00 cm high, the cost price reaches 20 US dollars, but the price is as high as 6000 US dollars. Except for transportation, storage and other expenses, the gross profit margin is still as high as 97! !

The production cost of the Transformers produced by Kirin Toy Factory is not higher than the selling price of 5.

Even if there are advertisements, taxes, transportation, dealer discounts, etc., the total profit rate will not be less than 30.

Don't think that a gross profit margin of 30 is not high.

Do you know the gross profit margin of Walmart?

3-5!

With so few profit margins, UU Reading has become the world's largest supermarket retail group, and a family of five people have all become the world's top 20 super rich!

This profit rate is actually much higher than that of the big red apples in the future, but the unit price of the products sold by others is too high, and the audience is much wider than the Transformers toys, so they It can become the world's largest company by market value, but Kirin Toys Co. is absolutely impossible.

However, Yin Jun has never been arrogant.

The profit of toys has always been one of the most profitable of all commodities, and belongs to the category of big dogs.

It can only compare profits with it and is not afraid of the prosperity like Nokia and Motorola for more than ten years. Only the cosmetics industry is left.

As long as there are people, then toys can be sold, and cosmetics can be sold, which is almost the same necessities of life as food, clothing and housing.

Men may be reluctant to spend money on themselves, and even women may not be willing to buy cosmetics, but they are absolutely willing to buy all kinds of toys for children.

Being able to hold tightly the "Transformers" super big p, the toy can provide Yin Jun with a net profit of 200 million US dollars every year, and put this money into the entertainment industry, which is a great supplement.

Then after 20 years, or after 20 years, with the strong support of Yin Jun, various technologies, 3D technology, computer capture technology, special effect computer production technology, etc. have developed in all aspects. After the live version of King Kong is released, not only will the box office explode directly, but the toy will usher in a peak again.

A brand can bring itself a net profit of more than $ 100 billion, which can already be compared to a first-class company. What else is Yin Jun not satisfied with?