Countercurrent 1982

Chapter 1097 Title Sponsor

"One hundred million... I can't even imagine it." Cheng Qingyan smiled and shook her head.

Although she said so, in fact, she still felt that her husband's goal was really reasonable.

It is unimaginable to have 80 million yuan in funds in the 1s. You must know that in the current mainland China, 1 yuan households are already a title that everyone envies. [-] million yuan is simply an astronomical figure, which is almost quite The total fiscal revenue of the SZ municipal government for one year.

In fact, Duan Yun is a little conservative when he said that he will make a profit of 2 million this year. Its real goal is to make a profit of 000 million. If the new production line is officially put into production, there will be another wave of advertisements. The profit is likely to exceed [-] million.

It's just that the world is unpredictable, and Duan Yun can't guarantee whether this goal can be achieved, but judging from the current situation, the future of Tianyin Electronics Factory is bright.

"I plan to go to BJ these two days to deal with some things." Duan Yun said.

"What are you doing in BJ?" Cheng Qingyan asked.

"There are two main things to do. The first thing is to renew our CCTV advertising contract. The other thing is that I want to buy the copyright of CCTV's "Follow Me" and use it to make our colorful Walkman as a bonus." Duan Yun said.

Duan Yun wants to combine his Walkman product with learning foreign languages ​​to form a marketing concept. Among the many English textbooks in China, "Learn with Me", which has been broadcast on CCTV since the beginning of 1982, is undoubtedly very popular. High English column.

At the beginning of 1982, the "Follow me" column adapted from "Follow me" appeared at 6:30 every night without any publicity, let alone any launch ceremony like today.

However, the influence of this program was immeasurable. At that time, the sound of "Follow Me" came from almost every TV set, accompanied by the sound of the audience reading along. In the era when there were not many TV programs, "Follow Me" "Learning" has even become an entertainment program, and there is a weekly TV newspaper that publishes the content of the "Follow Me" textbook, which has increased its subscribers by about 50.

It can also be said that it is precisely because of this CCTV program that there has been a wave of foreign language learning craze in China. Sales of Walkman products increased.

In fact, this business practice of Duan Yun is exactly the same as the business strategy adopted by many companies selling health care products in later generations.

In later generations, the sales of nutrition and health care products sold by many manufacturers are very poor, and in order to increase sales, they must promote the medicinal value of their products in advertisements as much as possible, as long as they can be compared with such things as "improving yang" and "anti-cancer". When functions such as "beauty" and "anti-aging" are hooked up, the product immediately becomes very easy to sell, even though the product itself is a health care product rather than a medicine.

Duan Yun’s thinking is the same. If their Walkman product advertisements can be associated with words such as “learning a foreign language”, “TOEFL”, “going abroad”, and “college entrance examination”, a lot of added value will be added virtually, allowing consumers Feeling that it is worth the money, and are more willing to pay for it, this is actually a problem of consumer psychology.

The reason why the tape of "Follow me" is used as a tutorial for the Walkman is mainly because CCTV's program is relatively popular, and CCTV is a very authoritative media among Chinese people, which will make many consumers think that using Duan Yun's Walkman for learning foreign languages ​​is recommended by a national authority and is definitely one of the best ways to learn foreign languages.

However, if Duan Yun wants to bundle and sell the tapes of "Follow Me", he must go to CCTV to discuss copyright issues. Although piracy is rampant in China and few people care about it, Duan Yun will definitely not save a little money. And offend the country's largest official media.

In addition, when he went to BJ this time, he had to renew the advertising contract. The advertising fee of CCTV increased year by year. As more and more companies found that the rate of return of CCTV advertising was very high, more and more companies were willing to spend money Advertising on CCTV, when Duan Yun advertised on CCTV for the first time, it was only a few hundred thousand a year, but this year, the renewal fee of CCTV advertising has reached an astonishing 1 million.

But even so, Duan Yun still thinks that the price is very good value, but it's a pity that CCTV's commercials can only be renewed once a year, otherwise Duan Yun doesn't mind renewing the contract for 10 years at the current price.

In fact, in the early 90s, the annual advertising bidding for the Media Center in BJ’s became an important hot news in the country. At that time, CCTV’s advertising expenses soared from a few million in the past year to tens of millions. Even hundreds of millions, so now it seems that the annual advertising fee of 340 million yuan is actually very "cheap".

"How much money do I need to prepare for you?" Cheng Qingyan asked.

"About 500 million, the main reason is that I don't know how much the copyright of the program "Follow Me" is. If possible, I also want our Walkman to become the title sponsor of this program, so that The effect of the advertisement will be better, and it can be more accurately delivered to potential customers who need Walkmans." Duan Yun said after a while.

In the 80s, CCTV began title sponsorship of programs, and the main sponsors were the old three, bicycle watches and sewing machines. In the 90s, the mainstream title sponsors became liquor and household appliances.

CCTV’s most famous title-sponsored program is the Spring Festival Gala. The Spring Festival Gala was born in 1984. At the beginning, the degree of commercialization was not very high. As time went by, the Spring Festival Gala became a phenomenon-level program during the Spring Festival every year and became a super IP.By 1995, the competition for the "Biao Wang" had become a major event in the business world.

However, in Duan Yun's opinion, the ratings of the Spring Festival Gala are indeed high, but the time limit for naming the Spring Festival Gala is very short, which is far less cost-effective than the title of popular programs such as "Follow Me", and this program itself is also very suitable for Duan Yun's Walkman Product marketing strategy.

"Okay, I'll ask the accountant to prepare the money later, and when you get to BJ, it will be transferred to the account you designated." Cheng Qingyan said very simply.

Now Cheng Qingyan has gotten used to Duan Yun's "spending money like dirt", but no matter what, the money spent by her husband can always be doubled back, so although she still can't fully understand Duan Yun's intention of spending so much money, she is still very straightforward. agreed to take out the money.

"Tomorrow morning I will have a meeting at the product technology research and development center, and in the afternoon I will attend the municipal government's entrepreneur meeting. Tomorrow I will fly to BJ. During my absence, the company's affairs will be difficult for you. Duan Yun said to his wife with a smile.

(End of this chapter)