Volume 7 I've Been Here Chapter 1021: Wind Blowing
"This question is more complicated. The official name of donkey-hide gelatin is yellow gelatin. In the Tang Dynasty, yellow gelatin made with water from the Ajing well was of the best quality, so it was also called donkey-hide gelatin.
Perhaps at that time, donkey-hide gelatin was a grade noun, representing the best among yellow gelatin. Naturally, pharmacies liked to call their own yellow gelatin donkey-hide gelatin. Over time, the name donkey-hide gelatin replaced yellow gelatin.
From the Tang Dynasty to the Song Dynasty, there was no strict distinction between cowhide donkey-hide gelatin and donkey-hide gelatin. In the prescriptions of this period, the two types of gelatin were mostly used interchangeably.
But from the end of the Northern Song Dynasty to the Ming Dynasty, the two types of donkey-hide gelatin began to be clearly distinguished. Cowhide donkey-hide gelatin was called yellow gelatin, while donkey-hide gelatin was the only donkey-hide gelatin, and the cooking method also began to change.
After Huangfu Ming added some wine to Zhen Wenjing, he continued, “In terms of ingredients, horsehide, pighide, cowhide, doghide, and donkeyhide are all similar in composition. They seem to be universal, but in fact, they are essentially different.
Just like graphite and diamond, they have the same chemical composition, both are composed of elemental carbon, but during their formation process, the temperature, pressure and environment are different, resulting in different structures.
Donkey-hide gelatin, which is made by traditional methods, takes the common points of cowhide and donkey hide, so it can be used in prescriptions. As yellow gelatin and donkey-hide gelatin are clearly differentiated, the two gelatins have developed in two different directions in terms of cooking techniques.
Over time, the two types of gelatin have become two completely different medicinal materials. Ejiao is Ejiao and can no longer be equated with Huangming gelatin, nor can it be said that Ejiao is a type of Huangming gelatin. "
Zhen Wenjing nodded, "I see. It turns out that cowhide donkey-hide gelatin and donkey-hide donkey-hide gelatin are two different things."
"This is not the most important thing. In ancient times, various prescriptions using donkey-hide gelatin can be called miracle drugs, which can cure many difficult diseases. It seems magical, but in fact, if you look closely, many diseases in ancient times were caused by the shortage of supplies and the fact that civilians could not get much food."
“Malnutrition?”
“Yes, because of malnutrition, there are all kinds of strange diseases. Many diseases do not require medication. As long as the patient’s nutrition is supplemented, the symptoms will naturally disappear.
To explain it from the perspective of modern medicine, donkey-hide gelatin is rich in iron and protein, and when combined with other medicinal materials, it can supplement the patient's nutrition, which is what Chinese medicine calls blood supplementation, and this is the main cause of the disease."
Huangfu Ming said with a look of annoyance on his face, "Actually, I don't quite agree with Buer Pharmaceuticals entering the donkey-hide gelatin field. Apart from replenishing blood, donkey-hide gelatin is only effective in nourishing yin. There are better medicinal materials that can play the same role in other functions. Times have changed, and the sacredness of donkey-hide gelatin should fade away. It is just an ordinary medicinal material."
"President Huangfu, after hearing what you said, I have a better understanding of why the headquarters wants to launch the donkey-hide gelatin project."
"Please advise me."
Zhen Wenjing drank a sip of wine to moisten his throat, and then he continued, "First of all, donkey-hide gelatin has a profound historical heritage and a deep foundation of public trust. Many people believe that donkey-hide gelatin is a good thing, which is the first element of hype.
Secondly, Chuilupi has a parent company Chuiniupi, which has been immersed in the field of cow and sheepskin for many years. The operating modes of cow and sheepskin and donkey skin are similar. The backbones of Chuilupi can be directly transferred from Chuiniupi head office. As long as the framework is set up, it is easy to get started.
There is a parent company behind Chui Niupi, which has its own ranches in several major pastoral countries around the world. Because it has been implementing rotational grazing, there are many grasslands that are vacant and can be allocated at any time to set up donkey farms. This is why one of Chui Niupi's businesses is breeding management and control.
The parent company has a parent company above it, and it has trade channels in most parts of the world. In the four countries where there are more donkeys, namely Kenya, Botswana, Colombia and Kyrgyzstan, it is easy to establish donkey import and export channels, and it is not difficult to form a short-term monopoly.
This means that we can control the distribution of benefits, and the fattest piece of cake belongs to us.
The most important point is, as you said, donkey-hide gelatin is just an ordinary medicinal material. Whether it is present or not, whether it is expensive or not, it will not affect the normal life of ordinary people. We can do everything we can to push up its price to obtain the greatest benefit. "
"To push up the price of donkey-hide gelatin, we need to exaggerate its medicinal value, which can be fatal." Huangfu Ming still looked uneasy.
Zhen Wenjing laughed, "President Huangfu , you are wrong. We don't need to exaggerate the medicinal value of donkey-hide gelatin. Instead, we need to redefine donkey-hide gelatin and package it as a top-grade health-preserving and nourishing product. It would be best if we can distinguish Buer donkey-hide gelatin from other donkey-hide gelatin. Only donkey-hide gelatin made from Buer Shenquan is Buer donkey-hide gelatin, and only Buer donkey-hide gelatin is a top-grade health-preserving and nourishing product."
"Buer Divine Spring?" Huangfu Ming said thoughtfully, "There are many small islands in the sea area surrounding Qiong Island. Can we contract an unnamed small island with beautiful scenery and rename it Buer Island?"
"The scenery is not important. As long as there are freshwater streams on the island or freshwater can be mined, everything else can be transformed into a fairyland. President Huangfu, how to create the unique Buer Ejiao is up to you Buer Pharmaceutical, and the supply system of donkey skin is up to us, Chuilupi.
There are many things to do to blow donkey skin. Donkeys not only have donkey skin, but also donkey meat, donkey viscera, and donkey hooves. All of these need to establish shipping channels, and they also need to erode the trade markets of several major donkey countries and establish a donkey breeding system. It will take at least five years in the early stage. "
Zhen Wenjing didn't tell Huangfu Ming what he had to say. It is impossible for Chui Lu Pi to put all its bets on donkey-hide gelatin. As a subsidiary of Nuwa Animal Husbandry, it still has to position the donkey as a "food ingredient". Developing the market for donkey meat and donkey offal is Chui Lu Pi's real business.
In another private room of Duanjinlou, Guo Min from G2B was having dinner with Lai Huori from Dream Town.
G2B has set its sights on the domestic market. In order to better open up market channels, G2B will offer a series of benefits to domestic medical practitioners.
Needless to say, the traditional medical representative model must be connected. After all, the rebates of medical representatives have been incorporated into the doctors' bonus system by many hospitals, but they cannot be told to outsiders.
Medical representatives do not know how to behave and are embarrassed to set foot in the hospital gate. They are a group of drunkards who hang around the hospital. If they are not at a drinking party, they are on the way to a nightclub. Occasionally, they go to the mall to pay for the wife of the dean or the wife of the department director, go to a house to unclog the toilet, or help young men and women with the procedures for going abroad. As long as it helps to deliver medicines or equipment to the hospital and it is within the budget, a good medical representative is an old slave, and a worse one is a little slave.
Being a medical representative is a big way in the field of pharmaceutical sales, but it is not the only way. Above that, there is also a model that can withstand sunlight, look high-end, and can be attacked in groups.
The "Dream Town Medical Summit Forum" is what Guo Min and Lai Hu are discussing now. From the big topics to be discussed at the first forum and the list of medical experts to be invited, to the small details like food and accommodation arrangements, gifts for participants, and visiting (tourism) arrangements, all the details need to be discussed and arranged carefully.
We must ensure that the participants gain something in their professional knowledge, be edified in their sentiments, and have something in their pockets, so that they come happily and leave happily. If we do not move, it is fine. If we do move, we must be the benchmark of the domestic "forum".
"Hello everyone, my last name is Xie Xiuxian. Because my name is similar to a certain celebrity and I used to work as a con man, I gave myself a nickname, Long Si. You can call me Director Xie or Long Si from now on."
Also in Dream Town, in a classroom of the Dream Town Staff Primary School, Xie Xiuxian, director of the "Blowing Research Institute", a recently established joint department of the Information and Policy Committee, is giving lectures to the first batch of members of the institute.
"Our Chuifenghao Research Institute has a nickname, the Thousand Gates Eight Generals." Xie Xiuxian pointed the pointer in his hand at the blackboard, "The Thousand Gates Eight Generals include positive, counter, and rumor-busting. Positive generals are cheaters and swindlers; positive generals are military strategists, people who give advice; counter generals are baits and decoys; and counter generals are people who help everyone get away after the incident is accomplished.
The wind general is responsible for gathering intelligence; the fire general is the thug, the person in charge of force; the elimination general is the person who does the aftermath work after the incident; the rumor general is the person who spreads news and information to attract the target's attention.
In a complete game, the order of appearance is as follows: the wind general will first inquire about the news and understand the target's information; then he will be given the promotion general to plan and make plans; the rumor general will release the news to attract the target's attention and give the target psychological preparation in advance; then he will be given the counter-general to lure the snake out of the hole, let the target take the bait and fall into his own trap.
Next, the positive general will come out and win the other party's money by cheating. After that, the escape general will be responsible for everyone's escape. If they fail to escape, the fire general will take action to protect the gang members to evacuate, and finally the elimination general will do the aftermath. "
Xie Xiuxian took back his teaching stick and turned to face the students in the classroom. “People create the times, and the times also create people. Is it us who are the times, or is it our times? Everyone has their own answer in their hearts, and it’s different.
One thing is certain, the times are constantly changing. In order to keep up with the times and not fall behind, we need to continue learning and exploring.
For example, when I was working as a con man, I actually had a pretty good income, but I knew very well that being a con man was not a long-term solution, so after work, I would devote a lot of time to self-study, learning languages, economics, and so on.
When I came into contact with marketing, I found that the Thousand Gates and Eight Generals could be fully applied to marketing activities. "
Xie Xiuxian said, pulling the rope next to the blackboard, and a new blackboard appeared. He turned around and pounded the pointer on the blackboard, "It's still the same as the positive and negative, the wind and fire to eliminate rumors, I changed the Thousand Gates Eight Generals to the Marketing Eight Generals.
The positive general is the target of the hype or the object of event marketing; the proposing general is the planner behind the scene and the brain of the team; the anti-general is the bait and slot point for the audience to complain; the escape general ensures that the event does not go wrong, usually an influential individual; the wind general observes market trends and determines the direction of hype;
Fire generals, media, public relations releases, are responsible for cleansing up once something happens. Speaking of fire generals, the big boss who invested in me gave it a new term "water army". Water is invisible but has all forms, water has nothing but can contain everything. When water is gathered into an army, there is nothing in the world that cannot be washed away.
The horn sounds, invincible!
Influencers will divert public attention, while rumors will fan the flames and expand the impact.
To carry out a complete hype project, the general steps should be as follows:
Feng will first observe what hot spots can be exploited or what public sentiment can be used, and then determine the implementation plan for the whole thing and control the rhythm.
After confirmation, the positive general will appear and officially start a hype event; at the same time, the negative general (slot points) will appear at the right time to create contradictions, let the audience complain, and cause widespread discussion; the rumor general will follow up at the same time. This process is continuous. From the beginning to the end, there is mutual cooperation between the rumor generals to expand the impact of the event.
Afterwards, the "exclusion general" (authoritative figure) will appear and make comments, pushing the event to a climax. If the whole process does not go wrong, the heat will naturally subside after a period of time. If it goes wrong, the "fire general" will need to come out to whitewash the object of hype and leave a positive impression on the public. If the "fire general"'s whitewashing is useless, the only option is to let the "exclusion general" appear and use other hot events to divert public attention.
The essence of hype is the economy of eyeballs, and its purpose is to quickly gain attention. In business, hype is a positive word, and commercial hype is event marketing, and the focus is on how to attract attention. "
Xie Xiuxian turned around again and showed his face, "I said before that in order to keep up with the times, we must continue to learn. When I had already decided to set up the Chuifenghao Research Institute, I first went to the United States to learn about the principles and development of the Internet.
After learning, I realized that the Internet will become a powerful tool for event marketing. After the Internet becomes popular, it will become very easy for us to complete a hype project.
Okay, let’s get back to the topic. Next, I will explain to you some key points of hype marketing, which is the part of the work that requires promotion.
Use emotions.
What things can easily cause emotional reactions from the public, from high-level to low-level, such as emotion, recognition, contrast, controversy, anger, all emotions can be used, but in the specific implementation, which emotions to use requires identification and judgment.
Create a contrast, step on the high and praise the low, pull the high down and praise the low up, and the public will definitely like it.
For example, there was a man who was always successful in picking up girls. He could easily pick up rich ladies, business elites, and female doctors. But one time, he hit a wall with a very ugly factory girl. Not only did the girl ignore his advances, she even spoke ill of him.
If the target of our hype is the man, what should we do next? If the target of our hype is the factory girl, what should we do next?
Please take these two questions back and think about them. We will discuss them again in our next lecture.
In short, creating contrast is to change the inherent image of a person or thing in the public's mind.
A well-known billionaire was squatting on the roadside eating fried noodles; a passerby squatting on the roadside eating fried noodles was actually an invisible rich man; a man with a rough image who looked like an uneducated farmer was actually a scientific research master in a certain high-tech field.
Regarding this, we will soon be implementing a hype project to make a female star who has undergone plastic surgery into a beauty that appears once in thousands of years. During the hype process, we want the public to accept an idea - plastic surgery can benefit themselves and bring success to their lives.
It is quite difficult to create emotion and move customers. Generally, it can only be driven by products. If you want to move users through event marketing, you must have a solid foundation, otherwise it will not be feasible.
Regarding this, there are two relatively successful typical cases in China in recent years. One is the smashing of universal wheels in 1980, and the other is the smashing of refrigerators in 1985. We do not need to analyze the subjective motives of the parties involved in the two cases, but only need to analyze the improvement of brand image brought about by the "smashing" incidents.
There is another more successful case. Master Fan wishes all the children in the country a happy birthday. Through birthday blessing marketing, Master Fan has become a well-known brand and a part of the beautiful childhood of many children. You can imagine how much return Master Fan can get when these children become the backbone of society and the main consumer group.
However, Master Fan’s marketing also has shortcomings and limitations. The cost is too high and not every company can copy it at will.
Creating controversy..."
Under the podium, Du Zhige listened to Xie Xiuxian's lecture attentively, his pen swishing as he kept taking notes. He loved what Xie Xiuxian said. It must be a great feeling to hype others, to play with others, and to harvest their IQ.
Nan Yi scooped venison from the bowl and looked at a table in front of him. He saw a child eating with a hunched back. His back was bent too much, and Nan Yi suspected that the child had scoliosis.
"This problem seems to be quite common among children nowadays. Should we invest in developing a corrective device?"
After thinking for a while, Nan Yi put this idea aside. Mild symptoms of scoliosis can be adjusted by exercise, and severe ones just require going to the hospital. It is not easy to develop a product to replace exercise. Even if it is developed, the cost cannot be too low, and it is not suitable for direct sales to consumers.
Unless they create a product that fools people and aims to collect IQ tax through advertising and marketing.
Nan Yi would naturally not do this. This practice crossed his bottom line and made a joke of the health of consumers, especially children. He would not have done this without being cruel enough to drown his own child. Nan Yi obviously did not have such cruelty. It was not an exaggeration to say that he was a child slave. How could he be so cruel to his own children?
While Nan Yi was thinking about it here, in Alan Liangtang's office on the fifth floor, Ye Meilan, who had just finished a social event, was chatting about him with her de facto husband Zhou Zhengyi.
"Did the people at table eight on the first floor notice it?"
"Anything special?"
"The leader of that table is Nan Yi, and his wife is a senior executive at the headquarters of the Universal Bank."
Zhou Zhengyi's eyes lit up, "Do you want to toast?"
Ye Meilan waved her hand, "No, it's too deliberate to toast. I heard from Lin Zhibin that Nan Yi is a senior executive in a multinational company, and he is also Fang Mengyin's grandson. He is not short of money at all. You can't use ordinary methods to build a relationship with him. When you pay the bill later, just give him a discount, and you don't have to waive the bill. I will find a way to find out about him first, and then find a way to get to know him later."
Zhou Zhengyi and Ye Meilan have big ambitions. Their primary purpose in opening Alan Liang Tang is not to make money, but to make friends with powerful people in Shanghai. In their opinion, with a wide network of contacts, they will never have to worry about not having good opportunities to make money. They will not give up any connections they can get hold of.
When the two were not making love, Ye Meilan was always the dominant one. She was the boss and made the big decisions, while Zhou Zhengyi was the general, responsible for charging into battle. If anything unexpected happened, Zhou Zhengyi would mainly take the blame.
On Nan Yi's side, before he could go to Lin Zhibin to go through the formalities, Lin Zhibin had already taken the initiative to come over, toasted him, said a few polite words, and then left.
When paying the bill, Nan Yi calculated and gave a 40% discount and then rounded off the decimal point.
When ordering, the waiter did not mention any opening promotion, but gave a discount on the bill. Nan Yi could sense that the other party was trying to show goodwill.
However, he had no intention of getting close to the other party. In his eyes, the lever of power was like a nuclear bomb, which was a must, but could be avoided if possible. In the eyes of the other party, it was probably a heavy machine gun bullet, which he would pull the trigger and fire a burst of bullets whenever he wanted. It was only a matter of time before the barrel exploded. People with different ideals could not work together.
Moreover, let alone now, even if the other party is successful, he is not qualified to have an equal dialogue with him. The black gloves of the white gloves estimate that they can play with each other.
Time is the most industrious worker, it does not ask for salary and never rests. The next day, Tiger Cub went to investigate Cai Linfen again. Chen Wenqin brought the urgent need and took charge of the screening of consulting companies and the old villa on Shunchang Road at the same time.
Nan Yi stayed in the hotel and did not go out. With a pen and a piece of manuscript paper, he calculated the total amount of investment in the projects that Mou Nan De had mentioned in the newspapers in recent years.
First, 200 million was invested in the fast food development of Shancheng Hotpot, then 1.5 billion was invested by Shancheng University to establish an education fund, 10 billion was invested in the development of Manzhouli, 5 billion was invested in northern Shaanxi, 1 billion was invested in Zhangjiajie, 10 billion was invested in 118 Building, and the plans were to build the China Giant Sculpture, the World Chinese Entrepreneurs Convention and the Nan De Villa. No amount was mentioned for these three projects, so Nan Yi simply ignored the last two items and conservatively put a price of 20 billion for the China Giant Sculpture, and 500 million for the Confucian Business University that he just saw in the newspaper.
If you add it up a little, the total is 48.2 billion, which is really rich.
With a sigh, Nan Yi put the manuscript aside, opened his notebook, called up the document, and continued to improve his proposal.
The proposal to allocate US$5 billion to invest in China has been submitted to the board of directors of Pan American Investment Holdings. The shareholders are waiting to hear Nan Yi's investment plan. Funds will only be allocated once his plan is approved.
In fact, it is unrealistic to let one person come up with an investment plan. In fact, in order to complete the investment plan, half of Han Zhenhe's energy and one-third of the people in the Southern Office were mobilized, and various data and information were also summarized to the Southern Office via satellite.
Nan Yi only needs to refine the "proposal" to be spoken out based on the investment plan, but just the step of refining is a bit tiring. There are too many data that need to be reversed from the calculation results to the original. He must figure out where each data comes from, otherwise he will easily be stumped by shareholders when proposing the proposal.
Last night, new data came from the South Office. Nan Yi needed to digest the data into his own mind. He pressed PageDown /PageUp with his left hand and pressed keys blindly on the calculator with his right hand, his fingers rubbing until they started smoking.
Nan Yi was so exhausted from the pain that he felt dizzy and dizzy after working for the whole morning. After lunch and a short rest, he worked for another two hours and only digested less than one-third of it.
Stretching lazily, Nan Yi complained that handling data was not a job for humans. He closed his eyes and rubbed his temples. When his eyes felt a little more comfortable, he sat up straight, grabbed the mouse and clicked a few times. The local data was backed up to the cloud.
When the backup progress bar reached 100%, he immediately closed his notebook. The densely packed data was too irritating to his eyes, and he didn't want to look like a bespectacled person, so he stopped there and didn't go any further.
After walking to the window and looking out for a while, Nan Yi took Tianxian downstairs. As soon as he reached the door, the phone in his pocket rang.
