Николай Картозия: Ваша продающая идея «Янтарь — это здоровье»
Все говорят о том, как можно преодолеть некую косность молодых людей к тому, что янтарь — это старый камень, это бабушкины бусы. Все мечтают создать новое ювелирное направление, что придут какие-то дизайнеры от Алены Ахмадулиной до Gucci. Но нужно понимать, как обстоят дела на земле и какие бюджеты на это требуются, а главное — какую среду. Поэтому мы это направление даже не рассматривали.
Мы взяли продающую идею: «Янтарь — это здоровье». Если я не ошибаюсь, существует рынок нефритовых китайских браслетов с объёмом почти 100 млн долларов в год при себестоимости одного браслета, включая доставку за 1 доллар. Мы видим эти браслеты и у генеральных директоров, и у артистов эстрады. Хотя, казалось бы, почему?
Есть такое понятие, как инвестирование в здоровье. То есть потребление для себя здорового. Не экстренные инвестиции в залечивание язвы, которые покрываются страховкой или накоплениями, а когда человек начинает думать, а не начать бы мне начать пить напитки с антиоксидантами или «не начать ли бегать с таким-то браслетом, это будет нормализовать мое кровеносное давление». Это достаточно большой и пока нелегальный рынок. Вы все видели в интернете бесконечное количество БАДов для нормализации давления. От объёма всего рынка гаджетов для здоровья это почти 60 % С нелегальностью рынка постепенно борются то Роскомнадзор, то Минздрав, и есть понимание, что его чем-то нужно замещать.
Медиа-олигарх Гусинский заработал свои первые 100 млн долларов на заводе по производству медных браслетов, которые были панацеей от всего.
Разработка правильной медиа-легенды позволит сделать целый продуктовый комплекс, связанный со здоровьем: от браслетов и специальных пищевых добавок до янтарного СПА. Это может быть даже янтарная водка. В поисках водки, от которой не болит голова, примерно и проходит жизнь мужчины среднего возраста. Могут быть и более простые вещи типа янтарного пива. Это может быть даже некий янтарный антиоксидант, который будет добавляться в минеральную воду.
То, о чём я говорю, конечно, идёт на стыке массовых продаж и мракобесия, но если брать литературный сегмент, то сейчас самая продаваемая по массовости литература изотерического характера связана с древнеславянскими обрядами и культами. И эта литература продаётся миллионными тиражами.
* Мнение высказано президентом телехолдинга «ПрофМедиа ТВ» в ходе конференции «Медиарегата» по итогам сессии о развитии янтарной отрасли.
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Новости по этой теме
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