"Only the most unique you can deserve the most exquisite Hongxing Sports. Win respect with quality and win the future with comfort."
At the end of April, this advertisement began to be broadcast on CCTV and various local satellite TV stations in China during prime time.
Red Star Sports, this originally unknown clothing brand, began to enter people's field of vision.
People are naturally familiar with Zhang Chu. He was a hero who fought against Korea and Japan in the fighting arena and acted bravely for justice. The label he carries has always been full of positive energy.
Especially at the beginning of last year, after the heroic story of climbing a 9-story building with bare hands and saving lives was broadcast, he became a national idol.
I have seen in the news before that Zhang Chu signed an endorsement contract with Red Star Sports.
It’s just that the brand Red Star Sports is so niche that many people don’t know what they do.
Now that they see this advertisement, people suddenly become curious about Red Star Sports.
After all, the products Zhang Chu endorses shouldn’t be wrong, right?
Never underestimate the influence of celebrity endorsements.
At that time, Nike was beaten to the ground by Adidas, and its sales dropped year after year. It was only because it signed the basketball god Michael Jordan that it achieved a counterattack in just a few years.
There are also the two most famous cola brands in the beverage industry. It is also because they have signed a large number of popular sports stars and entertainment stars that a small bottle of beverage can generate tens of billions of dollars in sales every year.
Red Star Sports signed Zhang Chu as a brand spokesperson, and the influence it exerted was quickly apparent.
As a brand that has just been established not long ago, its usual sales are barely acceptable in Fujian. On a nationwide scale, let alone compared with well-known foreign sports brands, even some domestic brands, Red Star Sports There is absolutely no comparison.
But not long after the advertisement was aired, the sales department of Red Star Sports was bombarded with calls from dealers from all over the country.
Without exception, those who called were urging the goods.
"Mr. Wu! This is the record of recent calls received by the sales department's customer service. They are all urging the goods. Not only the dealers in the province are urging the goods, but also the dealers in other provinces, even Shanghai and Beijing."
Shanghai?
Capital?
Wu Rongguang thought for a long time, looked at the sales manager with a happy face, and asked hesitantly: "Do we have dealers in Shanghai and Beijing?"
Well……
This question really stunned the sales manager.
The main sales scope of Red Star Sports was previously concentrated in the province. In big cities like Shanghai and Beijing, their little-known brand simply couldn't squeeze into it.
"There are agent dealers in Shandong, and also in Jiangsu. In Shanghai and Beijing... maybe they are retail, right?"
Wu Rongguang listened to the sales manager's words and looked at the phone records in his hand. There were calls from all over the country. He suppressed his inner excitement and picked up the phone on the table.
"Notify all the company's supervisors that there will be a meeting in the conference room on the fifth floor in 10 minutes."
When the sales manager left the office, Wu Rongguang couldn't bear it anymore and pumped his fist twice.
He knew that he had won the bet.
Previously, it cost 2 million a year to hire Zhang Chu as an endorsement, but many people opposed it.
According to some old people left behind by his father, what Red Star Sports should do now is to improve the quality of its products in a down-to-earth manner, and then think about developing outside the province after it has accumulated enough reputation.
After all, if a new brand is put on the national market, it will have no competitiveness at all.
However, Wu Rongguang, who has always been good at listening to opinions, did not listen to the dissuasion this time, but chose to go his own way.
Because after inspecting sportswear brands across the country, Wu Rongguang discovered the biggest change, which is that people's consumption power has greatly improved.
People are no longer satisfied with food and clothing, but are more eager to improve their quality of life. In the past, a family's important expenditure was three meals a day for the whole family. Now that life has improved, people's consumption investment in clothing has also begun to increase significantly. increased.
In particular, as the generation born after the reform gradually grows up, although they do not yet have the ability to make money, their consumption concepts, especially their aesthetics, are completely different from their parents' generation.
Clothing should not only be appropriate, but also pursue beauty.
At this time, whoever makes their own brand bigger and stronger first will be able to occupy the market first.
But if you want the name of Red Star Sports to be known and understood by consumers, it is not enough to slowly accumulate word-of-mouth.
Publicity is essential, and the best way to promote it is to ask celebrities to endorse it.
In fact, Wu Rongguang had not thought about who to invite to endorse Red Star Sports. The reason why he contacted Wang Jinghua through his friends was just to try his luck.
Moreover, Hongxing Sports cannot afford the endorsement fees of the big stars in Hong Kong and Taiwan, which can easily reach several million a year. The only ones that can be considered are those stars who have just become popular and have not yet really been on the front line.
Among them, Zhang Chu is undoubtedly the most suitable.
Have a good image, have works, and the most important thing is word of mouth.
In Wu Rongguang's view, heroic public figures who beat up foreign fighters in the ring and risked climbing up a nine-story building with their bare hands to save a child they had never met can better represent the brand image of Red Star Sports.
However, the money has been spent and the advertisements have been broadcast during this period. Wu Rongguang is not sure how effective it will be.
He originally thought that he would have to wait for a while for the publicity effect brought by the advertisement to slowly ferment. Who knew that the advertisement only aired for three days and it would give him such a big surprise.
In the conference room on the fifth floor, all the company's senior executives were present, and they were all informed of the situation. Everyone's face was full of smiles.
After all, only when the sales volume of a company's products increases can it develop better and better.
Wu Rongguang first asked the sales director about the current order volume. When the figures were revealed, everyone in the conference room exclaimed in unison.
Wu Rongguang then looked at the production supervisor. The number of orders surged, which put pressure on the production department.
"Mr. Wu, having more orders is certainly a good thing, but our current production capacity is probably..."
"How big of a gap do you feel?"
Wu Rongguang called everyone over for a meeting, not just to listen to complaints. The company spent so much money to hire Zhang Chu to speak for him, and advertised on CCTV and many local satellite TVs. What he wanted was the current effect. If the production capacity cannot be achieved, If it delays the company's future development, all the previous efforts will be in vain.
Naturally, the production supervisor also understood this truth, and immediately put away the idea of complaining, and quickly thought about it in his mind.
"If three shifts are implemented..."
"Three shifts are not enough. We must ensure workers' rest. We cannot ignore everyone's health in order to increase production. I think this is it. We will temporarily implement four shifts. We must first eat the orders we have received and explain the situation to the front-line workers. The night shift subsidy must be made clear.”
The production supervisor nodded quickly: "Okay, Mr. Wu, I will come up with a plan as soon as possible."
"The human resources department should seize the time to recruit workers, and follow-up training must also be kept up."
"Okay, Mr. Wu!"
"In the quality inspection department, product quality must not be sloppy. Quality inspection must be more stringent than before. We must ensure that every product coming out of the production workshop is 100% qualified. If there is a defective product, then I will only You asked."
"Yes, Mr. Wu!"
"Sales department, you must seize the time to expand new dealers. We must also prepare in advance for counters in large shopping malls in every city. Don't be afraid of the production department being held back. Just do it with confidence and boldness. I'll take care of other questions. solve."
Hearing Wu Rongguang say this, the sales manager felt at ease.
Just after the report, he was already thinking about this issue. If he didn't take advantage of this opportunity to expand his sales scope, what were he waiting for?
On the contrary, I am worried that Wu Rongguang does not have such courage.
Now that he is fine, with the support of the company's chairman, he has nothing to worry about and can just do it.
"Propaganda department, hurry up and come up with the publicity plan for the second half of the year."
Now that we have tasted the benefits of advertising, we naturally need to increase our efforts.
Wu Rongguang can't help but look forward to the explosive publicity effect that Zhang Chu will have when the movie he is shooting is released and people see Zhang Chu wearing clothes and shoes from Red Star Sports. .
It's money well spent, so worth it.
The heads of all departments received their respective tasks and then went to prepare.
Wu Rongguang couldn't sit still in the office and didn't say hello to his secretary. He drove out of the company alone and went to the largest store of Red Star Sports in Xiamen.
Although sales are usually pretty good,...
The sight in front of him truly shocked Wu Rongguang.
There was actually a long queue outside the store. I parked my car across the road and looked into the store, which was even more packed with people.
I quietly approached and was spotted by people queuing before I even got to the door.
"Get in line!"
"Stop following the rules, go to the back and line up!"
Wu Rongguang quickly explained that he was just taking a look, not buying anything, and chatted with two young people who were waiting in line.
"The brand recommended by Zhang Chu, I have to buy a pair of shoes."
"Me too. Among the young actors in China, my favorite one is Zhang Chu. He has good kung fu and good character. The products he endorses are definitely the best!"
"That's it! I don't believe in other celebrities' endorsements. Zhang Chu is different. He is a hero. Heroes never lie!"
Hearing people say this, Wu Rongguang was happy about his wise decision, but he also felt pressure.
Next, whether it is for Red Star Sports or Zhang Chu.
Ensuring quality is the focus of the next work.
