Reborn since 1993

Chapter 419 Figure it out
The person who called Li Yan was Xu Yanwei, general manager of Oriental Express. Oriental Express currently provides logistics and distribution services to companies such as Dongling Hi-Tech, Feiyan Technology, Torch Group, Focus Media, and Oriental Times Shopping Mall.

To put it bluntly, as long as it is a company under Dongling Hi-Tech, all business related to logistics and express delivery is handled by Oriental Express.

The predecessor of Oriental Express was the logistics department of Dongling Hi-Tech. After Focus Media launched its TV shopping business, the delivery from the post office was too slow. As for express delivery companies such as SF Express and ZTO, they are still playing hide-and-seek underground and dare not show their heads at all.

The lack of express delivery seriously affected Focus Media's TV shopping business. As a last resort, Li Yan ran to Dongling Hi-Tech's headquarters for help. Li Dongling asked Dongling Hi-Tech's logistics department to take out the department's fleet and warehouses to form the current Oriental Express.

Unlike SF Express, ZTO Express, STO Express and other express delivery companies, Oriental Express does not need to hide, although according to the current postal law, Oriental Express is also unable to undertake personal express delivery business.

However, Oriental Express does not need to engage in personal express delivery at present. The business orders from Dongling Hi-Tech alone are enough to overwhelm Oriental Express. The PHS mobile phones and Shenzhou USB flash drives produced by Dongling Hi-Tech need Oriental Express to deliver them to all parts of the country and then to various retail stores.

There are also orders for Feiyan's radios, Torch Group's lighters, Focus Media's TV shopping, etc., which all need Oriental Express to handle. Oriental Express cannot finish all the internal orders alone.

In addition, after the establishment of Oriental Express, it has attracted several waves of investment. The Yanjing Head Office of the Mainland Supply and Marketing Cooperative invested in 20% of the shares of Oriental Express, mainly through warehouses and fleets in some regions.

In recent years, supply and marketing cooperatives across the country have been hit hard by shopping malls, supermarkets, and convenience stores. Countless of them have closed down, and warehouses and delivery fleets have become idle, and even become a burden on supply and marketing companies.

The supply and marketing company transferred some warehouses, stores, and fleets to Oriental Express, which was actually to reduce its burden in exchange for a 20% stake in Oriental Express.

Oriental Express just needs these warehouses, and both sides get what they need. In addition, with the addition of the Yanjing headquarters of the supply and marketing cooperative, Oriental Express no longer needs to hide like SF Express, STO Express and other companies do now.

In addition to the Supply and Marketing Cooperative Corporation, Li Dongling also sought support from the State Investment Group for Oriental Express. The State Investment Group, which is under the Economic and Trade Commission, acquired 10% of the shares of Oriental Express for million yuan.

With the supply and marketing cooperatives and the State Investment Group protecting Oriental Express, in the future, as long as Oriental Express performs well and can take advantage of the e-commerce era, it may have a chance to become an express delivery giant like SF Express and JD.com.

It doesn't matter how much money Oriental Express makes, as long as it can support itself and provide warehousing, logistics and express delivery for Dongling Hi-Tech. In addition, this is an industry that can provide a large number of jobs.

In its past, JD Express had 400,000 employees, and SF Express had nearly 180,000 employees. Sometimes, jobs are more important to a company than revenue. The millions of boatmen's food and clothing depend on it, and this is not just empty talk.

"Brother Li is also waiting for news. If the sales of Beibeijia don't meet expectations, let alone overseas sales, even in China I'm afraid..."

Du Guoying has not yet become a marketing master, and he is not so accurate in grasping people's hearts. After the release of Beibeijia, he felt a little unsure, although he has already done a lot of cool things.

"We'll know the result tomorrow!"

Li Yan glanced at Du Guoying and said, to be honest, he and the marketing staff of Focus Media were a little surprised to see Du Guoying's positioning of Beibeijia.

In this life, Du Guoying did not promote the magical effects of Beibeijia in curing hunchbacks, uneven shoulders, and improving eyesight, but he cleverly positioned Beibeijia as a product that affects development, future height, and parents' training of their children.

Honestly speaking, this is more harmful than boasting that Beibeijia can cure all diseases. In the entire East Asian region, including families in America and old Europe, parents, as long as they are normal families, who would not consider the life of their children?

Even if you know it's a waste of money, you probably still have to try it out. It's better to kill by mistake than to let it go. What if it works? But if it turns out to be useless, it will be enough to make many parents regret it for the rest of their lives!

This is the promotional positioning of the youth version of Beibeijia. What Du Guoying grasps is family education and the mentality of obeying parents. Even though he has not evolved into a marketing master, Du Guoying has already mastered the human heart very well.

As for the adult version of Beibeijia, Du Guoying adopted another strategy, which is to allow adults who have hunched backs due to work and life to straighten their backs. Wearing Beibeijia can improve their posture and allow adults to have a good posture when getting married, having interviews, and certain important occasions.

This trick is not very clever, but it hits the needs of many adults who suddenly discovered that their backs had become a little bulging due to the hardships of life and the beatings of society.

They buy Beibeijia out of comfort, thinking that maybe it will be useful when they wear it. However, in reality, they find that most of them are just put in the corner and gather dust.

In addition, when getting married, interviewing, or meeting with important people, using a back bra can make you look in good spirits, which is enough for many buyers to cram at the last minute.

Du Guoying's grasp of the hearts of the youth and adult versions of Beibeijia surprised the advertising industry veterans recruited by Focus Media. They did not expect that Du Guoying, who was making his first official debut, had surpassed many veterans in marketing. Even they might not be able to surpass Du Guoying. …

"Beibeijia was launched by Jinmen Yipin Company. Its founder is Du Guoying, who used to be a teacher and a salesperson. It seems like he suddenly appeared this time!"

In another TV shopping company in Yanjing, the sign hanging on the door is Oaknut International Trading Company. At this moment in Oaknut International, the founder Yang Dongjie is discussing Beibeijia with investor Luo He and several senior executives.

In fact, in the entire TV shopping industry now, who can avoid Beibeijia which suddenly appeared out of nowhere?

This almost bombardment-like promotion opened the eyes of a number of TV shopping companies, including Oaknut International.

In a short period of time, the advertisement of a product was extended across online and offline channels, covering television, radio, newspapers, magazines, elevators, shopping malls, outdoor advertisements, etc. Almost everywhere that can be seen and heard by the naked eye, there is an advertisement for Beibeijia.

Oaknut International took advantage of the popularity of TV shopping and has made rapid progress since its establishment, launching TV shopping channels on many city-level TV stations because most of the TV shopping resources of central media and provincial TV stations were snatched away by Focus Media.

Although Oaknut International has developed well, it is not on the same level as Focus Media. Even though it is now the second-ranked company in the TV shopping industry, the combined revenue of Oaknut International and the fifty TV shopping companies behind it is still less than that of Focus Media.

According to a report by the Mainland Television News last month, in the entire domestic TV shopping industry, Focus Media alone accounts for more than 58% of the market share, and the most profitable central media TV shopping and provincial TV shopping channels are all occupied by Focus Media.

It cannot be compared with Focus Media, but Oaknut International is also doing well now. In the second month after its establishment, it broke even and started to make profits. This also shows how profitable TV shopping is now.

When Yang Dongjie was discussing with a group of Oaknut International executives where Beibeijia came from and speculating on Beibeijia's sales volume, suddenly an Oaknut International executive received a call.

"what's up?"

Seeing that the supervisor was stunned after answering the phone, Yang Dongjie asked.

"We have found some information about Beibeijia's parent company, Jinmen Yipin," said the manager. "The major shareholder of Jinmen Yipin is a Hanxi Investment Company, which is a subsidiary of Dongling Hi-Tech!"

When Yang Dongjie heard the news, he was stunned for a long time. He now understood why Focus Media was promoting Beibeijia so hard. This was owned by Focus Media's parent company Dongling Hi-Tech, and it might even be invested by Li Dongling. How could Focus Media not pay attention to it?

"Watch TV, Mr. Yang!"

One of his men pushed open the door of Yang Dongjie's office and shouted at Yang Dongjie.

Yang Dongjie turned on the TV and tuned to the central media's economic channel, only to see the host speaking in front of the camera.

"According to the latest issue of TV News, the first-day sales of Beibeijia through TV shopping channels have exceeded 1495 sets, of which the sales of the youth version exceeded 84 sets, and the sales of the adult version of Beibeijia exceeded sets. The total sales exceeded million yuan, of which % of the sales were completed in major cities such as Yanjing, Yangcheng, and Shanghai.

This is the most popular product with the highest first-day sales after the TV shopping business appeared in the country!

At present, Beibeijia’s offline retail stores are still being counted. Some industry experts believe that Beibeijia’s offline retail sales may be between 20,000 and 30,000 units. On the first day of Beibeijia’s launch, sales may be between 70,000 and 80,000 units…”

Yang Dongjie and other people from Oaknut International were all staring at the TV in a daze. Beibeijia sold nearly 15 million units through just one channel of TV shopping, and that was in just one day. After Deweiss, Focus Media had created a new "god", which made it difficult for Oaknut International and its peers to compete with Focus Media, as the two sides were almost on completely different dimensions.

"Beibeijia, which is operated and promoted by Focus Media, released its sales today, exceeding 2480 sets and sales exceeding RMB million!"

The next day, the Industrial and Commercial Daily exclusively obtained the sales statistics of Beibeijia from Focus Media. In just one and a half days, Beibeijia achieved sales of more than 24 million.

(End of this chapter)