rebirth of change

Chen Kangjie did not return to the mainland from Hong Kong immediately, and there were still three days before the start of the university. Using this time, he could just deal with matters related to advertising.

After becoming famous, Chen Kangjie has not filmed any commercials yet, because of this, his advertising value is the highest among all the celebrities at present, and the businessmen are all shrewd, and they all stare at his fragrant bun.Everyone knows that if Chen Kangjie is willing to advertise, it will be of great benefit to product sales and corporate image.

I heard that Chen Kangjie is willing to start negotiations on advertising cooperation. Armani, Versace, Coca-Cola, Pepsi, Motorola, Sony, Procter & Gamble, Unilever, BMW, Volkswagen, IBM, Toyota, HSBC, Nestle, Wal-Mart, Pfizer Pharmaceuticals, GlaxoSmithKline, FedEx, Sally, Electrolux, L'Oreal and other international companies immediately sent high-level executives to Hong Kong to negotiate and communicate with Fan Wenxuan and Liu Deyi, which even triggered the 08 financial crisis and the 04 ranking of the world's top 301 companies. The [-]st Lehman Brothers sent people here, Chen Kangjie really didn't understand, did they let Chen Kangjie say in the advertisement that he entrusted Lehman Brothers to conduct securities trading?

Regarding Lehman Brothers, Chen Kangjie didn't even think about it, and immediately vetoed it, and directly ruled it out. It would be good if he didn't deal with this company in the future, so how could he help them advertise.

In order to ensure the value of advertising, Chen Kangjie will only choose one company in each industry to cooperate with, so many large companies in the same industry will have obvious competition.For example, Armani and Versace, Coca-Cola and Pepsi, Pfizer and GlaxoSmithKline, Unilever and Procter & Gamble, Wal-Mart and Carrefour, Motorola and Nokia, BMW, Toyota and Volkswagen, etc.

Chen Kangjie is in Hong Kong this time, just to make the final decisions.

The first thing he wants to meet are two beverage giants, Coca-Cola and Pepsi-Cola. Under the fuel of competition, the two big companies have raised their prices to more than 5000 million US dollars, but the difference is that Coca-Cola has offered 6800 US dollars. At a price of 3 US dollars, they need 5100 years of advertising rights, while Pepsi only needs [-] years of advertising rights for [-] million US dollars.

Chen Kangjie met with personnel from the two companies at the Western Restaurant of the Peninsula Hotel. Coca-Cola sent their coo (chief operating officer), while PepsiCo's president, Roger Enrique, personally came.

Compared with Coca-Cola, PepsiCo at this time is still relatively small. They have just done a divestiture. The restaurants of KFC, Pizza Hut and Taco Bell have been separated from the company to form a new Yum Global Company.PepsiCo made this major move precisely in order to concentrate on brand building and brand marketing. Therefore, PepsiCo is relatively more hopeful than Coca-Cola Company for the opportunity to cooperate with Chen Kangjie, who is currently the most valuable in the world and still The image of a superstar who has not been filmed in an advertisement is really good.

The coo sent by the wealthy Coca-Cola Company talked with Chen Kangjie very warmly and cordially. They also knew that PepsiCo was competing with them, but it seemed that they should know the strength of the opponent very well, and they didn't believe that they could get 5100 million US dollars all at once. Moreover, their global influence is much greater than that of Pepsi, and the price of 6800 million US dollars is simply unprecedented. In the long run, it is a good choice to choose Coca-Cola.Perhaps for this reason, this coo seems less persistent and sincere.

And Roger Enrique gave Chen Kangjie a much better feeling. In order to meet Chen Kangjie, he flew from New York headquarters to Hong Kong overnight.

"Long, I don't shy away from it. There is still a big gap between our company and Coca-Cola in terms of influence and strength. It is really difficult for us to come up with 5100 million US dollars in cash at once. You know, our group has just done The divestiture, the financial aspect is relatively tight, but I guarantee that 5100 million US dollars will definitely not be less. I come here with great sincerity. We will fully respect your opinion on the shooting of the advertisement. We know that the time is relatively tight , so we will not necessarily ask you to attend some activities, the price we offer is only the right to use your image," the American with some gray hair had bright eyes and a sonorous tone when he spoke.

"Then how do you pay the 5100 million US dollars?" Chen Kangjie asked curiously.

"We can pay in installments," Roger Enrique said succinctly.

"Hehe, if that's the case, it may not be very good for you. I believe that as an international company, you just don't have so much extra cash for the time being with US$5100 million. I understand that you have hired Mike and Madonna to speak for you It seems that the effect is not very satisfactory. On the contrary, it is not as good as Coca-Cola's use of Louis. Armstrong, Grocho Max, and Humphrey Boxingt. Their reputations are quite different. Have you ever thought about what Is the reason why the income cannot be raised?" Originally, he was talking about advertising, but Chen Kangjie started to care about other people's business.

"Huh?" Roger Enrique was obviously stunned for a moment. He never thought that Chen Kangjie would ask such a question, and it was a question that they didn't pay much attention to. Even if someone noticed, they didn't get a definite answer.

"In fact, we may have another way of cooperation, which can not only relieve your financial pressure, but also solve this problem." Chen Kangjie continued with a smile before waiting for Roger Enrique to think hard about the answer.

Roger Enrique, an entrepreneur, was completely attracted by Chen Kangjie's proposal, and Chen Kangjie gradually controlled the rhythm and direction of their conversation.No way, Chen Kangjie's proposal is very tempting. If that effect can be achieved, then Pepsi can really compete with Coca-Cola.

"How to cooperate?" Roger Enrique, who was sitting opposite Chen Kangjie, moved his buttocks, leaned forward, and asked seriously.

"To show my sincerity, let me first tell you why your ads were not effective. Frankly speaking, your advertising strategy is too focused on celebrities. As a result, people only remember and pay attention to celebrities, but they don't do much. Pay attention to the product itself. I’ve seen the commercial filmed by Michael Jackson with a group of children on the road. To be honest, it’s very exciting, but there are very few shots of Pepsi in a few minutes. Careful people can see the actor’s hand There is Pepsi in it, and those who are not careful will completely ignore it. From the beginning to the end, there are two groups of people dancing against Mike, which is really attractive, but it is a commercial, not an MV , even if you displayed the Pepsi logo at the end, who would care at that time?", Chen Kangjie first said a very convincing sentence in order to promote his cooperation plan.In fact, this is also the case, this is not Chen Kangjie's nonsense.

"I see, so it is, yes, yes, no wonder many people like to watch that advertisement, but our sales have not increased significantly... Long, tell me, how do we cooperate?", Roger. Enrique was indeed impressed by Chen Kangjie.Many problems are so wonderful that I can't even think of them, but it's so simple when others say them.

"It's very simple, I don't charge you for advertising fees, but I pay you one cent for every can of Coke you sell, and 1.25 cents for a 2.5-liter bottle. How about giving me 5 cents for a bottle?" Chen Kangjie took the lead in expressing the profit distribution method he wanted, but let's not talk about how to use the celebrity effect to highlight the product.

After listening to Chen Kangjie's interest demands, Roger Enrique was silent.He is constantly thinking and evaluating. On the surface, Chen Kangjie's asking price of one cent for a can of Coke is not high, but if multiplied by the huge base of the total amount, it will be a remarkable figure.For this point, Chen Kangjie is clear, and Roger Enrique is also clear.

"Long, to be honest, we sell a can of Coke for cents, and you take one cent away, which is not too high a percentage, but I am worried that the board of directors will not agree. I know you are a talented person, and you must have a way to pass The advertising effect has rapidly increased our sales, but look, can this price be lowered?" It can be said that Roger Enrique is also very sincere, although there are false excuses for negotiations, but their board of directors It is true that the chances of agreeing are slim.

"Then what do you mean?" Chen Kangjie didn't bid again, but kicked the ball back.

"What I mean..." Roger Enrique said after pondering for a while, "I can only give you 50.00% on this basis, 0.5 cents for a can, 1.25 cents for a 1.25-liter bottle , 2.5 cents for a two-liter bottle".

"This...".

"Long, if possible, we can sign a long-term contract, ten years", probably worried that Chen Kangjie would refuse, Roger Enrique added immediately.

"Okay, it's a deal. We've made a deal. This year I will direct and act in a commercial for advertising. More importantly, you can make my image on the packaging bottle. In this case, I will cooperate with you Consumers can easily choose from the unification of products.” Chen Kangjie originally wanted to make a decision, but when he heard that there was a ten-year long-term contract, he was moved and readily agreed.

"That's right, that's right, why didn't we think of printing the image of a celebrity directly on the package?" Roger Enrique gave a thumbs up, "Your suggestion is worth 5000 million US dollars."

"Hehe, Mr. Enrique, don't you want to compensate me an extra 5000 million US dollars?" Chen Kangjie joked happily.

"No, no, no, I'm just too excited," Enrique hurriedly waved his hands embarrassingly.