Cheng Shi smiled and began to tell the two of his plans: "Indeed, selling shoe polish to make a profit is our most important step!
If you put it in a store and sell it, I'm afraid it will take several years to become famous and make money. If the time is too long, it means there are great variables.
Therefore, we need to establish the reputation of shoe polish in a short period of time, and then quickly occupy the Shanghai market with the new shoe polish we have developed! "
After hearing this, Li Shan frowned and said: "That requires overwhelming advertising, which costs a lot of money. Advertising is very expensive now!
Even if people in Shanghai have seen our advertisement, how many people can believe in a new shoe polish!
How many people will buy it? We are not the only ones who have shoe polish! "
Cheng Shi nodded and continued: "Yes, we don't have the strength to spend a lot of money on advertising, so we need some cheap advertising!"
Deng Xin asked with a puzzled look on her face: "Cheap advertising?!"
Li Shan was also waiting for Cheng Shi's explanation with a puzzled look on his face. Cheng Shi asked, "Boss, how is the sales volume of Shanghai Tang Newspaper?!"
Deng Xin said directly: "Needless to say, the sales volume of newspapers in Shanghai goes without saying. Let's just talk about Jingbao. Every issue is bought by tens of thousands of people!
Naturally, there are a lot of people reading newspapers. Almost all people in Shanghai will buy and read newspapers. Could it be that Brother Cheng wants to advertise in newspapers? ! "
Cheng Shi shook his head and continued: "Advertising in newspapers is naturally not cheap, and although newspapers have huge users!
But how many people own leather shoes, and even if they see the advertisement, how many people will come to buy our shoe polish! "
After hearing this, Li Shan said anxiously: "Brother Cheng, don't be so secretive. Just tell me what your plan is!"
Cheng Shi thought to himself, this is not to deepen your impression and make you interested in this matter, seeing that both of them are interested.
Cheng Shi was no longer trying to make excuses, but explained directly: "Our advertising method is the newsboys hired by the newspaper office. There must be 1,000 newsboys in Shanghai now!"
Li Shan nodded and said: "Yes, just a little more, and then what?!"
Cheng Shi continued: "We just need to make some clothes with our company's name on them and let the newsboys wear them. This will become our mobile advertisement!"
Newsboys in Shanghai have developed rapidly, reaching more than 1,000 people in just over ten years, because the newsboy community has a two-way demand. On the one hand, the newspaper industry needs newsboys!
On the other hand, there was a suitable group of people for this profession. Frequent wars in the early years of the Republic of China led to the fragmentation of countless families and the emergence of many children in need.
Children in need are displaced and wandering around. Becoming a newsboy is an ideal way out, because selling newspapers is a low-barrier and less risky way to make a living.
Therefore, even if both parents are still alive in some families, if the family is financially poor, the children will choose to sell newspapers as a job.
The work of newsboys is also systematic. The newspaper industry in the Republic of China was prosperous and had a large circulation. Newspaper sellers had an internal network, including newspaper distribution unions and newspaper vendors of different levels.
The big newspaper vendor wholesales directly from the newspaper publishing office and controls the main hub of newspaper wholesale. Under the big newspaper vendor, there are all kinds of small newspaper vendors!
They buy newspapers from big newspaper vendors and then wholesale them to street vendors and street newspaper vendors. Newsboys are street newspaper vendors and are at the bottom of the newspaper vendor system.
The main way for newsboys to sell newspapers is to sell them on the street, and they also do order business, which is to deliver newspapers.
One of the tips for a newsboy to sell newspapers is to run fast, because people don’t need two copies of the same newspaper!
Therefore, only if the newsboy runs fast can he sell the latest newspapers before other peers.
Experienced newsboys have other skills, which is to find prime locations. Newspapers are easier to sell in places with a lot of traffic, and they must be good at reading people!
Because some people won’t buy it at first sight, so there’s no need to waste your breath. Moreover, they are still the early shock party!
They exaggerated and embellished the content in the newspaper and shouted it out to attract the attention of people on the street.
Newsboys work from dawn to dusk, selling morning newspapers in the morning and evening newspapers in the afternoon, and receive at most one or twenty newspapers at a time.
An unlucky newsboy might have to travel half a city to collect a dozen newspapers and spend several hours to sell them all.
Moreover, the income of newsboys is very low. Sometimes it is difficult to provide food and clothing for a day. Most of them are in miserable conditions!
Most of the newspaper boys in the Republic of China were short of food and clothing, with sallow complexions and skinny muscles. They shuttled on the road regardless of the risk of their lives, just to sell one more newspaper.
Cheng Shi had this idea, firstly, for the long-term layout in the future, and secondly, to make money for himself, so that he could give them a meal in the future!
Lishan became happy after hearing this, then thought of something, and said doubtfully: "In this case, the clothes naturally don't cost much, but this is so different from the newspaper advertisement!
Moreover, in order to be eye-catching, the clothes can only have the name of the company written on them, and it is impossible to write advertisements promoting shoe polish on them, so the effect will definitely not be as good as that of newspapers! "
Cheng Shi nodded and explained: "Yes, this method has pros and cons, although the advertising effect is not as good as newspaper advertising!
But my purpose is not to sell shoe polish, but to build the reputation of the company first. The advantage of newsboys is their mobility!
They run on the streets every day, and many people will know the name of our company subconsciously. This is my purpose! "
Li Shan then asked: "This is good. A new company naturally needs other people to know about it, but how do you promote shoe polish?!"
Cheng Shi went on to say: "There is an old saying that goes without saying anything, but goods come when you order them!"
No matter how good our promotion is, people may not buy it. Only good products can attract buyers! "
Cheng Shi's method is to use physical promotion, that is to say, let customers get benefits first. This method has been used by people since ancient times!
"First of all, Brother Li must find some trustworthy people and ask them to find more than a dozen boys aged fifteen or sixteen and teach them how to shine shoes!
Give each of them a vest with the words Tianshi Leather Shoe Polish printed on the front and back, a chair, and a small ponytail!
A small wooden box with a board that can support shoes. Inside the box are bristle brushes, cloth strips, protective paper cards, and ten boxes of shoe polish!
Then give them a billboard with the words "Tianshi Leather Shoe Polish" and "Free Leather Shoes Shining" and place them in the downtown area of Shanghai!
There is also a free shoe shine point in each place with a large flow of people, and the shoes of passers-by are shined for free. "
Li Shan and Deng Xin said in surprise: "You don't need any money, but you can shine their shoes for free?!"
Cheng Shi nodded and said: "That's right! It's free of charge, and naturally someone will come to polish the shoes, those who don't wear them often!
Even a person who wears his leather shoes once a month still has to wear them out to have his leather shoes polished. This is a cheap and free thing, and they will not let it go! "
