Speaking of Du Guoyao, everyone may be a little strange at once, but speaking of: back to good, good star, E people E ben, 8848 titanium mobile phone, small pot of tea, everyone is not immediately impressed, when CCTV advertising played these ads all the time. In fact, these brands are all from du Guoyao's hand. Du Guoyao entered the commercial sea in 1994 at the age of 21 in the 1990s, and became a billionaire four years later, creating the youngest self-made and billionaire legend in China. He has successively created four famous brands in the industry, namely Back Jia, Good Remember Star, E Ren E Ben, and 8848 Titanium Mobile Phone, with sales scales of more than 1 billion yuan, all of which have become classic cases in the Chinese business community! At the same time, he has also participated in the creation of a number of business legends such as Business Pass Invisible Mobile Phone and Gionee Voice King, creating a number of representative cases in the history of Chinese marketing, and now, his personal accumulated wealth has exceeded 1 billion.
Back is good
In 1997, in order to find new development space, Du Guoyao chose a new company, this company was then an agent of a posture belt product, Du Guoyao was responsible for the consignment operation of this product, not surprisingly, he quickly made it a national champion, at this time he has formed his own set of marketing methods.
At this time, Du Guoyao gradually had the idea of a self-reliant portal, whether it was channel resources or market operations, he had accumulated rich experience, and he lacked a product of his own. At that time, Yuan Bing, a professor in the Physics Department of Tianjin University, bought a "heroic belt" to go back to study, and after improving the design, he took the technical solution he designed to Du Guoyao and stated that his products had several major benefits compared with the heroic belt. This sketch was recognized by Du Guoyao, who immediately spent 5,000 yuan to buy Professor Yuan's technology and registered his own brand "Back And Back Jia". At the age of 24, but has formed a unique "marketing operation play", at the end of 1997, Du Guoyao registered his own company, at that time in the industry formed a unique three leading play.
Although today's virtual operation (that is, the OEM model of brand owners responsible for technology and marketing, production outsourcing) has become a common mode of operation, but in 1997, it was relatively rare in China. Du Guoyao is one of the earliest bosses in China to carry out OEM and virtual business model operations.
Advertising operation is a very sharp move in Du Guoyao's marketing style. His "sharp advertising bombardment, accurate communication appeals and celebrity endorsements" style of play has always been a model in the industry. For example, when Back Back Jia operated in 1997 and 1998, the appeal for a good body, the selection of the then hot "young and beautiful girl" combination as an endorsement, and the good star, the appeal of good methods and good tools, and the selection of bilingual expert Dashan as a spokesperson, are extremely accurate and quickly exploded.
Good star
In February 2003, Jiang Yufei, the deputy general manager of Du Guoyao's team, flew from Changzhou to Nanjing on a business trip, and on the way he overheard someone say that there was a brand of learning machine sales momentum in the Suzhou market. With professional sensitivity, Jiang Yufei ordered the driver to turn around and go straight to Suzhou to investigate. After 3 days of observation, Jiang Yufei decided that this might be a good business opportunity, and he returned to Beijing with a learning machine of the brand. When he gave this to Du Guoyao, Du Guoyao was equally keenly aware that an opportunity had come. Through communication with several technical experts, the product is an electronic product with certain innovation, but the overall technical content is not very high, and it can be operated completely!
Therefore, Du Guoyao and Jiang Yufei took products and ideas, and found a group of brothers who created the myth of back to the good, but in the face of the market situation at that time- whether it was the dictionary market or the repeating machine market, there were already solid brands and a sufficiently advantageous share. Many people said that they were not optimistic and suggested giving up. However, Du Guoyao, very insistent on his own opinion, on the one hand, the traditional learning machine products have many deficiencies, on the other hand, the operation methods of several major learning machine brands at that time were relatively backward, and it was completely possible to disrupt the market through appropriate operation. Therefore, Du Guoyao must do it!
By the end of 2003, in just half a year, The sales of HaoJixing exceeded 200 million, and in September 2013, just 4 months after the project began to operate, the debts owed by Du Guoyao's team had been paid off, and they were back on the peak! At the end of 2003, Du Guoyao's team cooperated with Acorn International, and the sales legend of Haojixing continued to climb to new heights. In 2004 and 2005, the sales volume of Good Memory Star was a continuous leap forward, first 500 million in 2004, and then 25 billion in 2005. With sales of 3.2 billion yuan in 3 years, Du Guoyao's team has once again joined the ranks of billionaires, with hundreds of millions of dollars.
At the same time as the success of Haojixing, Du Guoyao's team cooperated with Acorn International Equity, and the two playing styles were continuously integrated, and the unique marketing style of Du Guoyao's team was well combined with acorn international media resources, in addition to Haojixing, a number of representative cases were successfully created, first of all, the former brand was successfully activated, and once again created amazing sales performance.
From 2005 to 2006, after the cooperation, Du Guoyao's team and Acorn International team created the legend of the invisible mobile phone of the business pass, which became a legend in the general downturn of domestic mobile phones at that time. At that time, domestic mobile phones have lost, losses, and even closed down, business pass invisible mobile phones but successfully achieved 10 months of sales of more than 1 billion, became a classic case of the year, and at that time the price of 3980 yuan, close to 4000 yuan (the functional machine era, mobile phones are not like today, when there were very few mobile phones that could exceed 3000 yuan, domestic machines in addition to business passes, basically none, others are below 2500 yuan, or even less than 2000 yuan), more expensive than many international brands, can be called one of the most expensive mobile phones at that time, But it is still a great success, and it has to be said that it is a miracle. For another example, they later successfully created the gionee voice king mobile phone that was once hot at that time, and set off a boom in TV shopping ads to sell mobile phones at that time, so that Gionee mobile phones directly leapt from 2.6 billion yuan in revenue in 2006 to 5 billion yuan in 2007, creating a sales legend that attracted attention in the industry. After that, Xia Xin, CECT, Tianyu, Lenovo, Skyworth and many other domestic manufacturers have tested the waters of DIRECT TV sales, which contributed huge sales to domestic mobile phones at that time.
E man E ben
In 2008, Du Guoyao's team registered a new company to do business tablets, in 2010, Du Guoyao's team developed the E-person E ben, once again created a miracle, with handwriting function to accurately benchmark the post-60s, post-70s business crowds, for their review of documents, handwritten signatures, and business office needs, a good distance with the main entertainment iPad at that time, the formation of their own unique market segmentation space, at that time many imitation of the iPad tablet in the market to build their own market.
E-man E Ben achieved full profitability in the fourth month of listing in 2010, and the price of E-man E Ben is higher than that of Apple iPad, but the sales performance is remarkable, with sales of 100,000 units in 2010 and 300,000 units in 2011, with cumulative sales of 1.6 billion yuan and net profit of more than 160 million.
8848 titanium mobile phone
After 3 years of accumulation and precipitation tests, in 2015, Du Guoyao launched the most expensive domestic mobile phone - 8848 titanium mobile phone, which is priced at 9999 yuan, which is also the price that domestic mobile phones have never reached. Unlike many domestic mobile phone companies that fold the high-end market and even the 4,000 yuan price cannot break through, the 8848 mobile phone 9999 yuan mobile phone has once again been a big success. In the creation of products, from product design, technology, to terminal image construction, promotion, have reached a new height, selected titanium alloy fuselage, mostly used in deep-sea submarines and aerospace technology, the price is 10 times that of ordinary steel, Swiss watch sound field company processing, by LV luxury leather supplier ECCO carefully built.
In terms of spokespersons, there are well-known domestic business leaders and real estate godfather Wang Shi endorsements, just as accurate and unique as the celebrity endorsements operated in the past.
At present, 8848 mobile phones have once again set off a boom. It has sold more than 100,000 units in less than a year, with annual sales of more than 1 billion.
At the Titanium Ceremony in August 2017, the mobile phone sales released by Du Guoyao, the founder of 8848, showed that 8848 mobile phones sold 248,000 units in two years, which means about 3 billion yuan for a brand of high-end mobile phone brands that have been established for 2 years (the new generation of M4 premium version is 12999 yuan, the peak version is 15999 yuan, and the private customized version is up to 25880 yuan). As a high-end mobile phone brand founded for 2 years, and it is the first luxury level mobile phone in China, it has to be said that it is a miracle! And today's new generation of 8848 titanium mobile phone M3, the price has reached 15999 yuan, has reached the price of more than 2 times the price of Apple mobile phone!
Small pot of tea
In 2016, the small pot of tea listed in July swept CCTV, with a total annual revenue of 100 million yuan. In 2017, the revenue of small pot tea exceeded 700 million, ranking among the top three tea companies in China. In 2018, small pots of tea sold 2 billion yuan per year.
In less than 3 years, the small pot of tea turned out to be a "net red" brand in China's industrial industry, and its founder Du Guoyao once declared that "to be the world's Chinese tea". Since its birth, in the continuous advertising bombardment, the most representative product feature of small pot tea in the minds of consumers is "small pot tea master work" - pulling 8 domestic tea industry professionals for the brand platform.
Xiaocang Tea claims to have specially invited 8 of the most representative Taidou-level tea masters among the eight famous teas in China, including Qi Guowei, the tea master of Longjing in West Lake, Xie Forty, the 49th generation inheritor of the traditional production skills of Huangshan Maofeng, and Zou Bingliang, the lifelong achievement master of Chinese Pu'er tea.
To put it bluntly, labeling a "master" is a brand marketing strategy, but excessive "bundling" eventually leads to overwhelming doubts in the market. Near the Spring Festival, the advertisement of small pot tea came to the face, "small pot tea, handmade by eight tea masters", "each can is handmade tea by Taidou-level masters", but some enthusiastic netizens calculated an account and felt that they were fooled. "The general hand-fried tea master stir-fried about 30 pounds of fresh tea leaves a day, and the top tea girls can fry 40 pounds a day, and the master is worthy of being a master."
Questioning this, The small pot of tea recently issued a statement in response, the original summary is, "the master works, not the master does." Netizens once again lamented that the Chinese is broad and profound, but whether the "master" can really be called a master, who gave this evaluation, consumers are still confused.
The fiery marketing is paired with expensive prices. "Expensive" has become a complaint of most consumers about small pots of tea. According to public information, the small pot of tea has launched a total of ten products in West Lake Longjing, Huangshan Maofeng, Fuding White Tea, Jasmine Tea, Anxi Tieguanyin (Fragrant and Fragrant), Wuyi Dahongpao, DianHong, Pu'er Tea (Raw Tea and Cooked Tea), packed in small cans, each can is 4 grams or a brew, priced at 50 yuan, equivalent to 6250 yuan a catty.
"This can no longer be described as expensive, it is simply sky-high." Take Longjing as an example, 200 pounds is not bad, more than 1,000 good, more than 6,000 is simply crazy to want money, of which 5,000 is advertising costs. One consumer was surprised.
"Master" behind the "master", at any cost, labeling, speculation concept of advertising and marketing, high to outrageous price positioning, familiar formula, the same routine, a survey found that there is a "master" behind the "master".
In 1997, he used 500,000 to make his back a leader in the industry, and sold 450 million yuan the following year; In 2003, Haojixing sold more than 1 billion units, gradually eating billions of learning machine market; In 2009, Eren E ben accumulated sales of 1.6 billion yuan, and was later acquired by Tsinghua Tongfang for 1.4 billion yuan, with a net profit of 700 million yuan; In 2015, 8848 mobile phones conquered the high-end machine market, with only 2 years of 2 billion yuan; In 2016, small pots of tea...
That is to say, for the post-80s, if you go to primary school with a good back, use a good star when you go to middle school, use an E person E book and an 8848 titanium mobile phone after work, and now start drinking a small pot of tea, then congratulations, in 20 years, you have been made 5 times by the same person with 5 products.
From the back to the small pot of tea, comb through the several times that Boss Du has started a business in the past 20 years, the model is almost the same:
Ordinary products, foundry production, advertising bombardment, the most prominent of which is the "advertising" part, and Boss Du's marketing methods have always been very simple and rude: throw money, find stars. Boss Du proved with practical actions: everyone has a price, and at this price, things will be easy to handle. Whether it is a goddess and goddess on the top, or a successful person who is out of reach, you can find a place in Boss Du's products.
▲ Supergirl He Jie endorsement back is good
▲ Tang Guoqiang and Dashan endorse good stars
▲ Feng Xiaogang and Ge You endorsed Eren Eben
▲ Wang Shi endorsed the 8848 mobile phone
Boss Du has another feature of advertising: favoring CCTV. Although many people now feel that satellite TV overwhelms CCTV and websites overwhelm SATELLITE TV, Boss Du's products still have not given up CCTV.
A person can successfully build a brand, write a business legend, it is very remarkable, and he, only his own personally founded the famous brand there are 5, back back Jia, good star, E people E ben, 8848 titanium mobile phone, small pot of tea and a series of personally operated famous business classic cases, but also participated in the creation of a series of business cases such as business invisible mobile phone, Gionee voice king, I have to say that it is a miracle!