Speaking of Du, I have to mention the first brand he founded, "Good Back". 1992, Du, 19 years old, graduated from normal school and was assigned to a school as a teacher. But as you can imagine, Du, 19, is in his youth, and he certainly doesn't want to bury himself in the system. After two years as a teacher, Du went to Zhengzhou as a salesman. Due to Du's outstanding performance at that time, the company sent him to work in Tianjin, which was actually Du's birthplace.
1997, there was a product called "posture correction belt", which was very popular in China at that time. In fact, the function of this product is no different from that of the backrest bracket, but Du didn't expect to set the backrest bracket at that time. Clever, Yuan Bing, a professor of physics at Tianjin University, bought a posture correction belt and took it home for research and improvement. After the improvement, I found Du with my own technology, and Du immediately bought the new technology for 5000 yuan. Unexpectedly, one year later, Du earned 654.38 billion yuan with his own technology.
1998, Du established Tianjin Yipin Company and founded the "Good Back" brand. According to the data, Beibei's family has been listed for three months, and its sales volume is as high as 30 million. In less than a year, the sales of good back products reached 450 million yuan. As the founder of Beijia, Du was only 25 years old at that time, but he had earned 654.38 billion yuan with Beijia. However, after his success, Du actually made many absurd decisions, which directly led to the sale of Beibei Jia. Du also went bankrupt because of the product quality problems of other projects, owing more than 30 million yuan.
At that time, Beibei family occupied the market with "posturing" products. In just four years, Beibei's family has brought hundreds of millions of wealth to Du Guoyu. It only cost him a few thousand dollars to buy the patent of Ying Beijia. After Jia's success, Du Ye, who tasted the sweetness, founded the brand of "Good Memory Star" in the same mode and created a new category of "English Learning Machine". Later, electronic brands such as "one person, one book" and "8848" were founded one after another, and the "small pot of tea" project founded in recent years has also been sought after by the market. In the past twenty years, Du has successfully built five famous brands, which has established his position in the field of advertising marketing in China. Looking back, these brands founded by Du, whether they are good memories, good memories, one book for each person, or 8848 and small pots of tea, are actually using the same routine.
Du's model is simple and rude, the products are positioned in the high-end market, and then the brand promotion is done at a high price. The people with high vertical products are successful people and children. This model has made Du, who started his business at the age of 265,438+0, a legend in today's marketing field.
Du's routine is also divided into three parts: first, positioning the high-end market actually guarantees profits, which is also the fundamental reason for him to be a high-end market. Secondly, we spend a lot of money on advertising, so that the brand can sink to the market quickly, be familiar with people, and gain the trust and love of users. Finally, binding successful people and children will give users an irresistible reason to spend.
For example, in the familiar 8848, Du directly spoke with the founder of Vanke, positioning "products tailored for China's wealthy class", thus gaining everyone's trust. Besides, most parents in China are very generous in buying study and health goods for their children. After all, China has the idea that no matter how poor he is, he can't afford to go to school. Therefore, looking at Du's ideas of creating products, they are actually very targeted and even products that people feel they can't refuse at all. This is also where he is very powerful, that is, he has found universal humanity. So, when he grows up, he sells you a good back, when he goes to school, he sells you a good star, and when he wants to be an entrepreneur outside the society, he buys a 8848 endorsed by Wang Shi.