The most upscale watch in China is only 2980 yuan?
Our reporter Cao Gang Intern Wang Yuming
"Rolls-Royce among watches, the most upscale watch brand in China, is shunned by all other brands." Recently, a roaring tenor echoed on the TV screen late at night.
Netizens called him "the best advertiser in history"
This person calls himself Mr. Hou and sells watches in TV shopping advertisements of several local TV stations. He tried to "perform", with exaggerated expression, emotional excitement, hoarse voice and sadness from time to time. Was rated as "the best advertiser in history" by netizens.
His "acting skills" have been well received by netizens. Some people simply called him "Golden Horse Film Emperor", and even some netizens lamented: "I used to think that Zhao Benshan's sketches were the funniest, but now I have seen them with an eye-opener. It is estimated that even Zhao Benshan will be fooled by him. "
In Mr. Hou's advertisement, many buzzwords repeatedly jump-"100% Swiss movement", "100% South African real diamond", "French sapphire crystal mirror", "limited to 66 pieces", "more than 400 crystal diamonds" and "the lowest price in the country".
Yesterday afternoon, the reporter visited a number of world famous watches and diamond stores. The "old wizards" repeatedly marveled: "There are Rolex and Vacheron Constantin in the world famous watches, and I have never heard of Rolls-Royce Denton."
Some Swiss movements are only sold for 10 USD.
Swiss sports is the "bright spot" emphasized by Mr. Hou. According to industry insiders, the word "Switzerland" alone cannot fully represent the quality of watches. "Some cheap goods, the movement purchase price as long as 10 dollars, can only be used for more than 10 years. The high-quality Swiss movement can be used for 100 years and the price is at least 10,000 yuan. "
Mr. Hou said in the advertisement that Laus Denton used the top sapphire crystal mirror in France, which could not be scratched anyway. He also took out a knife on the spot and scraped it hard. He even took out an electric drill to prove that the surface was a "flower-free diamond".
An "old mage" introduced that sapphire crystal mirrors are more common in high-end brand-name watches, which are characterized by wear resistance. "Although wear-resistant, whether it is impact-resistant depends on the actual situation. If you fall from a height, you may also be damaged. " The Rolls-Royce Denton classic real diamond watch advertised by Mr. Hou costs 2980 yuan, but it only costs about 2000 yuan with sapphire crystal mirror, not to mention the "top French" product.
0.06 1 carat diamond is worthless.
"1 1 South African true diamond, 0.00438+0 carat each." In the advertisement, when Mr. Hou talked about 0.06 1, he deliberately raised his voice for fear that others would not know how big the diamond was. He added modestly, "I just keep saying 0.06 carat, and you know how conservative I am."
Yesterday afternoon, the reporter walked into a brand diamond dealership to buy 0.06 carat diamonds. "0.6 carat? The cheapest is nearly twenty thousand yuan. " The salesperson introduced it enthusiastically. Hearing an extra 0 after the decimal point, she shook her head disdainfully and said, "0.06 carat?" Are you kidding? Such a small broken diamond is just like garbage. It's worthless. We don't sell it at all. "
The reporter asked again: "Isn't1× 0.06 carat equivalent to 0.66 carat?"
"This is not the same thing, the bigger the diamond, the more valuable it is. 1 1 0.06 carat diamond, the value is only one tenth of that of 1 0.66 carat diamond. "
66 limited edition watches can't be sold
Last night, the reporter called Rawls Denton's direct dial phone and ordered a Rawls Denton classic real diamond watch for 2980 yuan. Operator No.26 said that because it is a non-advertising time, we can't enjoy the preferential price, so we can only buy it at the original price of 8,000 yuan.
The reporter pretended that the demand was large, "10". She immediately said that only by applying to the headquarters can she hope to get a preferential price. "We have limited 66 yuan here, but it doesn't matter. You can try again when the next advertisement is broadcast, and you can also book it. " Then, she urged the reporter to place an order quickly. "Many people are snapping up, and they can't grab it if they are slow."
Regarding the "limited sales" in the advertisement, Mr. Hou responded in his blog: "Each product is limited to 66 pieces, which means not only 66 pieces. This is the supply calculated according to the number of broadcasts when cooperating with TV stations. " Teacher Hou means that the so-called "limited amount" will increase with the increase of the number of plays. Not 66, but N×66. N stands for the number of plays, which can be played in cycles and naturally cannot be sold out.
Crystal diamonds over 400 are not "diamonds"
A Rolls-Royce Denton watch promoted by Mr. Hou has a higher price, reaching more than 1.2 million yuan. A big selling point is "set with more than 400 crystal diamonds".
In addition to shouting "more than 400" as usual, Mr. Hou also "invited" a testing tool, which is euphemistically called "international drilling pen". "If it is a real diamond, it will make a sound." After some experiments, it is really a "real exercise". An old mage in Donghua Beauty Diamond Store said: "Thermal conductivity meter is used to identify the authenticity of diamonds, and it is not so convenient to operate."
The terms "crystal diamond", "diamond" and "crystal diamond" are untenable. "This is not a diamond, but mostly an artificial crystal, which belongs to' imitation diamond', which is difficult for ordinary consumers to distinguish with the naked eye." The old mage said that "imitation diamond" was made in batches with molds, and the cost per carat ranged from 10 yuan to 50 yuan. Some even make glass products at a cost of only a few cents. The Name of Jewelry and Jade published in China in 2003 stipulates that fake diamonds can either not be called "diamonds" or must be added with the word "imitation".
Many TV shopping advertisements are "fabricated"
Shortly after Mr. Hou's "blockbuster", many peers emerged one after another. They may be slightly inferior in acting and imposing manner, but their sales methods are similar, which are nothing more than "over-exaggeration", "avoiding the importance" and "stealing the concept".
At present, "flicker" has become a common phenomenon in TV shopping advertisements. These advertisements are almost the same mold, and they are used to attracting attention with high bombing and high repetition. The use of positive and emotional language makes people feel really excited.
Why can they be played in high density and for a long time on TV? This is profit-driven.
The advertising manager of a satellite TV revealed that many TV stations are not satisfied with the advertising time. Instead of letting these hours idle, it is better to "gamble" and make money first.
The price of prime-time advertising in TV stations is high; The price is cheap in the morning and afternoon, as long as 1000 yuan per minute, or even several hundred yuan. These illegal advertisements generally impress TV stations with "large quantity". As long as there is intensive bombing, consumers will have the opportunity to see advertisements when they turn on the TV, and we will make money.
TV shopping companies and production enterprises are divided according to the prior agreement. The industry rule is that the production enterprise takes 30%, because part of the profits must be turned into kickbacks to "run" the advertising company or advertising department of the TV station. The cost of the product itself is not high, and the company's main investment is spent on advertising and TV shopping programs. Television and other media have become the actual beneficiaries, and even some media have become dependent on TV shopping programs.
Originally named Hou Xingzu, Mr. Hou started to promote Rolls-Royce Denton on Dongsen Shopping Platform in Taiwan Province Province from 200 1, which became an instant hit and recently moved to the mainland. /kloc-in June of 0/4, he started a blog on Sina. Com and sent two articles in succession to answer questions. He said: "I am not the best advertiser, but a person who runs a brand with his life."
He said in his blog that he had been a brand manager for six years. "Our company has sold hundreds of thousands of products and its performance has always been the first in the industry, which has been affirmed by customers." His writing style is just like his language. "My passion for the program comes entirely from my understanding of the product itself and the resulting sense of self-confidence, not screaming." After Hou Xingzu's blog was launched, it was quickly pushed to the homepage of Sina blog. In just a few days, the traffic exceeded 654.38+ 10,000.
Mr. Hou blamed the netizens' doubts on the harsh environment of TV shopping. Since last August 1, all radio and television programs have stopped broadcasting TV shopping programs on drugs, medical devices, breast enhancement, weight loss and height-increasing products. Mr. Hou said: "The government has made great efforts to guide TV shoppers to formulate relevant norms, and everyone can feel more and more at ease."
Fans centered on Mr. Hou are called "macaques"
"I made a ringtone for my mobile phone. I have to listen to Mr. Hou shout a few times every day to be happy. " Unlike the "product popularity" expected by TV shopping companies, Mr. Hou himself has become the object of hot discussion among netizens.
Shortly after Mr. Hou landed on the mainland, he attracted many "fans" on the Internet. They call themselves "macaques" (fans who are obsessed with Mr. Hou) and go to the forum to exchange views every day. Many "macaques" said, "You can't sleep without watching Mr. Hou's program."
Netizen "zgq3d" said: "I was tired of watching TV shopping programs in the middle of the night, most of which were about losing weight and strengthening yang and increasing breast enhancement products. Until one day, under the flickering light, the comedy star Hou Zong came. "
Some netizens think that Mr. Hou's sales skills are immoral. Other netizens disagreed and retorted: "There is no need to be too serious. Just look happy. How many people will be fooled? " They appealed: "Don't block Mr. Hou's advertisement, it has become an entertainment program for many people before going to bed."
Focus link Hou Zong's classic moment
◆ After some yelling, I put a smelly face aside and looked angry, as if complaining: "I always have a loss-making business. If you don't buy it, you are sorry for me! "
Knock hard on the table and say rhythmically at the top of your lungs, "There will be no cheaper products in any specialty store in the world. Break the price of 998! Break the price (growling) Not one piece, but a dozen pieces. "
◆ "I am not trying to make money! When such a good thing is taken abroad, the price of 10 times has long been robbed. There is no need to advertise at all. "
◆ "I believe that as long as the price is mentioned, our phone will definitely be blown up! Guess how much? Only 2980 yuan! A * * * only has 66 watches. If you miss it, then I congratulate you, you can't buy it. "
I copied it. Please have a look for yourself.