Chapter 387 Art wants to be sublimated (subscription required)

  In a luxurious western restaurant in the capital, a man in a suit and tie walked in.

  In the early 1990s, this kind of suit and tie was not obtrusive, but it was far away from the lives of ordinary people. At least the average working class had few opportunities to wear a suit and tie.

  In a big city like Beijing, Shanghai, Guangzhou. Dressing up in a suit and tie often means working in a foreign-funded enterprise or joint venture, or doing some foreign-related work.

  The waiter in the western restaurant also watched the dishes. He saw the man dressed in a suit and immediately greeted him enthusiastically.

   "Sir, how many are you?" the waiter asked.

   "I have an appointment, a boss named Li." The man replied.

  "Are you Mr. Lu? Mr. Li is already waiting for you." The waiter asked immediately.

  The man nodded, and the waiter invited the man to a table, where Li Weidong had already been waiting.

   "You are Mr. Lu Guangming, right?" Li Weidong pointed to the front seat and asked the other person to sit down.

  "Hello, Boss Li." Lu Guangming sat down and said, "Boss Li is really young and promising, much younger than I thought."

  The two exchanged a few words before Li Weidong said; "Mr. Lu, it is true that I have invited you to meet this time in the hope that you can come to our Puppy Electronics to work."

"Boss Li, I also learned about your puppy electrical appliances before I came here. In addition to making microwave ovens, you mainly make small household appliances. And I do medical sales. My specialty seems to be different from Boss Li’s business. Take it?" Lu Guangming asked.

Li Weidong took out a brochure and handed it to Lu Guangming: "Mr. Lu, this is a new product that our Puppy Appliance has just developed, called a massage seat, which can be used for physical therapy of the cervical and lumbar spine. I plan to set up The sales department of massage seats, so I would like to invite Mr. Lu to be the person in charge of this sales department."

  Lu Guangming took the brochure, read it hastily, and then said: "Boss Li, are you planning to sell this product to the hospital?"

   "No." Li Weidong shook his head: "I plan to sell this product through the hospital."

   "Is there a difference?" Lu Guangming asked subconsciously.

   "Of course there is a difference. The hospital sells regular medical equipment, and my massage chair is a health equipment that can be used for physical therapy and rehabilitation." Li Weidong explained.

  Lu Guangming pondered for a little bit, and then he understood the difference between the two.

  "It turned out to be selling health products!" Lu Guangming frowned slightly, and then shook his head: "Boss Li, I am a medical representative, and I do all regular medicines. I have no interest in selling health products."

  "Don't worry, Mr. Lu, take a look at this contract first." Li Weidong said, handing a contract to Lu Guangming.

  Lu Guangming looked at the contract, his expression changed drastically. With an annual salary of 100,000, Lu Guangming wondered if he was dazzled!

In 1993, the average annual income of enterprise employees was less than 3,000 yuan, and Li Weidong was able to give an annual salary of 100,000 yuan, which was more than 30 times that of ordinary workers. At that time, it was absolutely unimaginable. The high salary.

  At least now Lu Guangming can’t get so much salary.

   "Boss Li, is this one hundred thousand annual salary true?" Lu Guangming asked strangely.

Li Weidong said, "If Mr. Lu can't believe me, after we sign the contract, I can pay you one year's salary in advance. But the salary is not really important. The important thing is the last one. Your sales team can get 10%. Sales commission."

  One hundred thousand annual salary is really tempting. With the consumption level at the time, one hundred thousand annual salary is enough for ordinary people to spend a lifetime. Even if Lu Guangming does not want to make health care products, he still feels extremely excited when facing one hundred thousand annual salary. .

   "Boss Li, let me think about it before I give you an answer." Lu Guangming was obviously shaken.

Li Weidong continued: "Mr. Lu, my massage chair is different from the ordinary health products on the market. This massage chair was developed by Professor Guanghong Kang of Capital Medical University. You are a medical representative. , You must have heard the name of Professor Kang Guanghong?"

  "Professor Kang developed this?" Lu Guangming immediately straightened his attitude.

  People who make regular medicines naturally look down on those who sell health care products, so when he learned that Li Weidong was looking for himself to sell health care products, Lu Guangming was full of disdain.

  Now that I learned that the massage chair was developed by Professor Kang Guanghong, Lu Guangming’s attitude immediately made a 180-degree turn.

  As an authoritative expert on cervical and lumbar spine diseases in China, Kang Guanghong has developed products, even if they are health products, they are definitely effective. It is not shameful to sell products made by authoritative experts.

   So Lu Guangming asked, "Boss Li, how much do you plan to sell for this massage chair?"

  "The original price is 8888!" Li Weidong replied.

   "So expensive!" Lu Guangming was taken aback.

   "There is a discount, the discounted price is only 3888! It is less than half of the original!" Li Weidong replied.

   "That's expensive enough, ordinary people can't make so much money in a year." Lu Guangming said.

  "The main reason is that the cost of marketing is higher than the price. In addition to the sales commission, I also plan to put advertisements on a large scale."

Li Weidong paused, and then said: "Speaking of sales commission, Mr. Lu, your sales team can get 10%. If you can sell 10,000 units, it will be a sales commission of close to 4 million. It's more customer-friendly."

The number of   4 million shocked Lu Guangming once again, which was beyond his understanding of money.

  At the beginning of the 1990s, Chinese people’s perception of money was not like that of a short video platform today, with a monthly income of one million per capita. Although there were already many millionaires in society at that time, "millionaires" still existed beyond ordinary people's imagination.

  Sell 10,000 massage seats, and there is a huge commission of 4 million. This temptation is really too big!

  Lu Guangming felt that it was really difficult for him to refuse such a good condition.

  It's this wave to get rich!

  ……

  This Lu Guangming is a medical representative, currently working in a joint venture pharmaceutical company in the Special Economic Zone.

  Li Weidong wants to use the channel of doctors to sell massage chairs, but in the medical industry, Li Weidong is a layman, and he doesn’t even know a few doctors.

  So Li Weidong planned to directly find a ready-made medical representative to form a sales team, and use the doctor resources in the hands of the medical representative to build a complete sales network in a short period of time.

   And this Lu Guangming is the most suitable candidate.

  Lu Guangming was originally a doctor, but later moved to a joint venture pharmaceutical company and became a medical representative. Relying on his personal connections in the medical industry, he was promoted quickly and is now responsible for the marketing of medicines throughout North China.

  In Li Weidong’s memory, Lu Guangming was not reconciled to being a medical representative for a lifetime.

In the late 1990s, Lu Guangming left a pharmaceutical company and opened a factory for the production of medical devices. Starting from the simplest infusion equipment, after more than ten years, he went public and even acquired the company. A German company has acquired high-end medical equipment production technology.

  In this respect, Lu Guangming is much better than Li Weidong in his previous life. Lu Guangming was able to get the company listed, while Li Weidong had been stumbling for decades and had experienced many failed investments back and forth, and finally struggled to reach a value of hundreds of millions.

  Nowadays, Lu Guangming is only the pharmaceutical representative of the joint venture, but Li Weidong knows that this is the future domestic medical device tycoon.

  Let Lu Guangming sell massage seats based on this alone, that would certainly be all right.

  ……

  When it comes to medical representatives, most people will think of words like "black heart" and "rebates".

  In fact, the profession of pharmaceutical representatives originated in European and American countries. The first use of pharmaceutical representatives was the American pharmaceutical giant Johnson & Johnson. Later, pharmaceutical giants such as Novartis and Bayer also began to use pharmaceutical representatives.

  The existence of medical representatives is naturally for the sale of medicines, and foreign pharmaceutical companies also strictly classify medical representatives.

  The first type is social activist. This kind of medical representative does not need very professional medical knowledge, but must be a social expert.

  They mainly establish contact with doctors through various social activities, and then provide doctors with some services, such as places in medical societies or seminars, or resources for medical research. At the same time, they will meet the needs of doctors in their spare time in exchange for the doctor's prescription for the product.

  To put it simply, I will provide you with services and you will prescribe and sell medicines for me. However, this service does not involve direct money transfer, which means that it does not directly give doctors a kickback. Of course, certain forms of bribery still exist.

  The second type is the drug interpreter. This kind of medical representative has a good medical and pharmaceutical professional background, and has only been trained in many products. Their main responsibility is to inform the doctor about the relevant knowledge of the product as much as possible, so that the doctor has a comprehensive understanding of the product.

The third type is pharmaceutical sales experts. This type of pharmaceutical representatives are responsible for the sales of drugs. They have professional sales skills, and they will investigate the market and customers, as well as their competitors, and then develop new markets in a targeted manner. .

  The fourth type is professional medical representatives. This kind of medical representatives is relatively small and can be regarded as an upgraded version of "medical explainers". Their job is to provide professional advice.

  For example, when a doctor is taking medicine, if he is not sure about the dosage, he can call a medical representative. In many cases, the medical skills of this kind of professional medical representatives are more exquisite than doctors.

In the mid-to-late 1980s, foreign pharmaceutical companies began to move into China and established a number of joint ventures in the Pearl River Delta region, and then trained a group of pharmaceutical representatives in accordance with the model of European and American countries, which was the first batch of domestic pharmaceutical representatives.

  The medical representatives at the time did the same work as the European and American medical representatives. They provided services to doctors and explained the efficacy and use of medicines to doctors. They were the bridge between hospitals, doctors, and pharmaceutical companies.

  At that time, being a medical representative was a very proud job. They would never expect that the future medical representative would become synonymous with “sale with money”, “medicine care”, and “bribery of doctors”.

The reason for this is that in addition to the imperfect regulatory system, the number of domestic pharmaceutical manufacturers is large, small, scattered, and chaotic, and the homogenization of products is serious, resulting in fierce competition among pharmaceutical companies. In order to be able to sell their products, they ultimately This resulted in a "sale with gold" model.

  A slap doesn’t sound, and doctors are also responsible. Human beings’ greed for money and the mismatch between doctor’s income and their labor costs are also the reasons why “sales with gold” can become popular.

  Compared with ordinary people, the income of doctors is high, but for people of the same level and paying the same level, the income of doctors does not get the stage at all.

  For example, for surgeons in top-tier hospitals in first-tier cities, the regular income of 500,000 yuan per year is not a problem, it seems to be a lot.

   But considering that you want to enter the top three hospitals in first-tier cities, at least graduates from 985 and 211, five years of undergraduate, three years of master, and three years of doctorate.

  China enrolls 8,000 medical graduate students every year, and less than a quarter of them have PhDs. If only 985 and 211 are counted, no more than 500 people are admitted each year. And some are not related to clinical medicine.

  There are still three years of training after entering the hospital. If you have outstanding ability, you can survive for another four or five years before you can become the chief surgeon. In other words, those who can become the chief surgeon are doctors with more than ten years of formal clinical experience.

  Compare those popular industries with PhDs with ten years of work experience in the financial industry. It is estimated that the annual income of one million will be ridiculed by peers, right? The starting salary of a Ph.D. in the popular technology industry is more than half a million, and ten years are enough to become a shareholder.

Even if you stay in the university to do scientific research and spend ten years in 985 and 211, you should have produced a lot of scientific research. The low-end fee is also from 2 million.

  Compared with this, the doctor paid more, but the income was the least.

  Even if compared with the system, doctors are at a disadvantage. For the doctoral examination of civil servants, the admission is the chief staff member, and it is a full-fledged degree. Moreover, a doctoral degree of 985 or 211 also has advantages in promotion. It shouldn't be difficult to promote from a full-time college to a deputy county in ten years, right? It is also possible to rise to the county level.

  A county-level cadre, in terms of legal income, is certainly not as good as the chief surgeon of a tertiary hospital, but their power is not comparable to that of the surgeon.

  The so-called golden ophthalmology and silver surgery, the surgeon is still the doctor with a higher income. If it is replaced by a pediatrics, it is not worth a lot of money. Not to mention the low salary, the risk of being beaten is still high.

  Therefore, there is a saying that persuades people to study medicine, and the sky thunders. The profession of doctors looks glamorous on the surface, but in fact it has high investment, slow returns, and hard work. The program has been 996 for ten years, and he can save a lot of money if he has lost his hair, but the doctor may not be eligible to go out of the clinic after ten years of 996.

  People are greedy, and their income is not proportional to their non-payment, which makes many doctors seek income other than their normal salary. Therefore, collecting red envelopes and recovering deductions have become things that are repeatedly banned.

  When everyone does this, bad things will become the unspoken rules of the industry, and it becomes extremely difficult to eradicate them completely.

  In 1993, it was nothing new for doctors to accept red envelopes, but the rebates from medical representatives did not exist.

  Firstly, there were relatively few medical representatives at that time, and secondly, the medical representatives at that time had not yet explored the method of "selling with gold".

  ……

  Lu Guangming signed the contract and officially joined Li Weidong's command.

  Li Weidong also gave Lu Guangming the greatest autonomy, allowing him to recruit troops and set up a sales team.

   Soon, Lu Guangming submitted a sales plan to Li Weidong.

  This sales plan is basically a routine used by foreign medical representatives, door-to-door sales of medicines, explanations of medicines to doctors, and then through providing services to doctors, the doctor’s favor, so that the doctors can prescribe. This is a routine sales routine for foreign medical representatives.

  After reading the sales plan, Li Weidong shook his head: "I said, Lao Lu, this plan is not good enough, it's not enough!"

   "Not enough?" Lu Guangming was taken aback for a while, he didn't understand what Li Weidong meant.

  Li Weidong continued: "What you said above is all conventional sales methods. I think, some unconventional sales methods should be added."

  "What is an unconventional sales method?" Lu Guangming asked subconsciously.

   “For example, if the doctor sells a massage chair for us, he will be given a commission of 200 to 300 yuan.” Li Weidong said directly.

  Lu Guangming was stunned, and then said: "Isn't this giving the doctor a kickback?"

  "How can this be a rebate? This is called ‘sale with gold’! It is the most commonly used method by medical representatives." Li Weidong replied with a smile.

"Uh..." Lu Guangming was taken aback for a moment. He thought about it carefully, but he couldn't remember. When the American medical representative teacher gave them training, he taught the course of "selling with gold". .

   So Lu Guangming asked, "Director Li, give the doctor a rebate directly, is this appropriate?"

   "Lao Lu, you can rest assured. Even if this 300 yuan is the production cost of the manufacturer, the 10% commission for your sales department is still a penny."

Li Weidong continued, "As for the doctors, we didn’t force the 300 yuan to them. If they don’t want them, they just don’t sell massage seats for us! After all, making money is our own business, we have to rely on it. Volunteer!"

  ……

  Pharmaceutical industry sales with gold will even become the unspoken rule of the entire pharmaceutical industry in the future. This is not something Li Weidong can stop.

  Since there is no way to stop it, you can only follow the trend and get the most benefit for yourself.

  So Li Weidong simply used the "sales with gold" method.

  The cost of a massage chair is only more than 300 yuan, but it dares to sell 3888. This profit is comparable to some illegal industries.

Since the profit is so large, Li Weidong doesn’t mind paying more sales costs, even if he gives the sales team a 10% commission, and the cost of "sales with gold" of 300 yuan, plus other costs, Li Weidong is still the same. Can make a lot of money.

  The health care product line is such a huge profit!

  ……

  The advertisement for the massage seat has also been filmed.

  Li Weidong prepared a total of eight versions of the advertisement. The shortest is only 15 seconds, and the longest is five minutes, which is basically a promo.

  Looking at the commercial sample once, Li Weidong couldn't help frowning.

  From the perspective of future generations, this advertisement is definitely not compliant.

For example, words such as "excellent curative effect" and "safe and no side effects" are forbidden words in later generations. In addition, the introduction and photos of Professor Kang Guanghong appeared in the advertisements. All expert platforms are also not allowed.

  At the very least, go to CCTV to advertise. Similar content must not appear.

  Fortunately, in 1993, the "Advertising Law" had not been promulgated and implemented, and the requirements for advertisements were not so strict. Therefore, these vocabulary and the appearance of expert platforms of scientific research institutes are not illegal.

   "Director Li, do you think these commercials are shot like this?" the director asked.

  Li Weidong thought for a while, felt that the health care product advertisements of that era were all blatantly advertised, and of course he could not be different.

  So Li Weidong said; "I think we can do some more artistic processing and creation!"

  "Artistic processing and creation?" The director was taken aback.

  This is a commercial, not "Farewell My Concubine". The director heard this request when he was shooting a commercial.

Li Weidong explained: "Art comes from life, but it is higher than life. For example, this "excellent curative effect" can be sublimated by art, which is called the "best curative effect". For example, this "effective cure", You can also perform artistic sublimation, that is,'total cure'. Director, do you know what I mean?"

   "Just let me blow a little harder! It's really an insult to art to talk about the sublimation of art!" The director secretly said in his heart, but of course he couldn't say that.

However, the request of the father of the gold master must be met. For the sake of the money, the director nodded: "Director Li, you can rest assured that I will cut the ribbon and dubbing the advertisement again immediately. It will be on the artistic level. Sublimation!"

  　 updated today, thank you parents for subscribing. It's the end of the month, if you still have a monthly pass in your hand, reward one, thank you for passing the customs!

  　　

  　

  (End of this chapter)