Cheng Shi smiled and began to explain his plan to the two of them: "Indeed, the most important step for us is to be able to sell shoe polish at a profit!
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 everyone in Shanghai has 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: "Cheap advertising?!"
Li Shan was also waiting for Cheng Shi's explanation with a confused 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 is not to mention, let's just talk about Jingbao, tens of thousands of people buy each issue!
Naturally, there are a lot of people reading newspapers, and almost everyone 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 very quickly, and have grown to more than 1,000 people in a dozen years, because the newsboy group has a two-way demand. On the one hand, the newspaper industry needs newsboys!
On the other hand, there is a suitable group of people for this profession. Frequent wars in the early years of the Republic of China resulted in 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, where 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 exaggerate the content in the newspaper, modify it and shout it out to attract the attention of people on the street.
The newsboys get up early and work till dusk, selling morning newspapers in the morning and evening newspapers in the afternoon, receiving at most one or twenty newspapers at a time.
A newsboy who is unlucky enough to pick up a dozen newspapers may have to travel across half of the city and take 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, and most of them are in miserable situations!
Most of the newspaper boys in the Republic of China were short of food and clothing, with sallow complexion and thin skin. They would risk their lives by walking on the road just to sell one more newspaper.
Cheng Shi had this idea, firstly, for the long-term future layout, and secondly, to make money for himself, so that he could give them a meal in the future!
Lishan became happy when he heard 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, and 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 a word, but goods come when you order them!"
No matter how good our promotion is, no one will necessarily 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, 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!
Give them another 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 nothing?!"
Cheng Shi nodded and said: "That's right! If it's a free thing like this, there will naturally be people who 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 them polished. They won’t let this cost-free thing go!”


Chapter completed!