Media Tycoon since 1999

Chapter 264 Don't Accept Ads Like This! (ask for a monthly ticket)

On April 4, Jiangxi Changyun suddenly rose sharply, almost hit the daily limit, and the stock price also exceeded 13 yuan.

On April 4th, Friday, Jiangxi Changyun opened the market at 16 yuan on the basis of breaking through 19 yuan in the previous day.

Without any hesitation, Gao Yang directly placed the half-position order and began to smash it.

After that, I didn't care about it, and went to the conference room of 51.com to hold a regular meeting with Jin Yang and other executives.

Jin Yang first reported the recent development of 51.com.

"In another week, it will be two months since the launch of 51.com. As of 9:25 am today, our registered users have exceeded 4000, business registrations have exceeded 1500, and the cumulative number of clicks on the website has exceeded 10 million. More than [-] passengers.

In addition, up to now, 12 companies have launched advertising cooperation with us, and signed an advertising contract of more than 320 million in total.

This year, it is not realistic for the company to turn its cash flow into a positive one. Our spending on advertising and promotion is expected to be around 400 million for the whole year.

At this stage, the publicity effect of outdoor advertising is very good.Next week, the elevator advertisement will also officially debut, let's do it for two months and see the effect..."

Gao Yang commented: "51.com has achieved such an effect in less than two months. It can be said that we have basically gained a foothold in the capital. Our efforts have also received due rewards."

Chen Sendao: "I have encountered a situation here, and I would like to discuss it with you. Two advertising companies that act as real estate advertising agencies have expressed that they can cooperate with 51 City. Within this year, they can place 56 advertisements, a total of 100 Wan early.

It's just that they explicitly asked for a 50% rebate, which I personally think is too dark. "

Fang Jiandao: "I also met an advertising company here, who made a similar request, and the scale of investment is not large, estimated to be 30.

To be honest, it was really dark, and I dared to open my mouth too much.

In the past, when we did print media advertisements at CPI, the industry rule was about 15% of advertising rebates. If you are bold, you only require 30 points, which is rare.

Gao Yang also knows that the CPI processing method is 15% of the rebate, and the full-page advertisement quotation is at least 2.2 yuan per page, and the internal calculation of the project is 1.87 yuan per page.

If you insist on 30 points, the price of the full-page advertisement is 2.7 yuan per page..."

Gao Yang nodded: "It is indeed the same as what Lao Fang said, most of the IT mainstream paper media deal with the rebates of advertising companies, and it is also the norm.

Like now, I have also strictly demanded with Lu Yonggang and Zhang Hua about the advertising agency business of Yuanda Company that the rebates for advertising agencies should be 20% as the mainstream and must not exceed 30 points.

In the IT industry, the business rebate for advertising companies is maintained at 15%, which is both a rule and reasonable.

In addition to the relevant service fees charged by advertising companies from customers, it is normal for advertising companies to keep their profit margins at 20%.

If an advertising agency seeks cooperation with 51.com and insists on asking for 50 rebates, we will not accept such an advertisement even if it is offered to us for 1000 million yuan.

Such a request is too dark, and it is difficult for us to deal with it financially.

More importantly, if such an advertising company dares to ask for such a price, it may be related to relevant personnel among their customers.

Such a company, such a person, will have an accident sooner or later, we can't set ourselves on fire.

For the 51.com project to achieve sound development, the advertising business must be done in accordance with industry regulations.

Well, I suggest that if you cooperate with an advertising company, the advertising company's rebate should not exceed 20%.

Or cooperate directly with customers, and customers can directly invest in advertising rebates, which cannot exceed 15%.

This indicator, as a system regulation, is strictly enforced..."

Jin Yang frowned slightly and said, "Gao Yang, if the advertising rebate limit is so extreme, it may have a great impact on our advertising business."

Gao Yang said seriously: "Old classmate, what was the long-term plan when we started the 51.com project?
It is necessary to establish a foothold in the capital first, then quickly expand to major cities, and then expand to the whole country step by step, and then strive to achieve overseas listing.

In order to achieve such a long-term strategic goal, in terms of business operations, it is necessary to standardize operations and not covet such small profits.

Our company must require every employee to have relevant professional ethics, abide by discipline and law, be user-oriented, and then serve customers.

When the needs of users are met, the company's service reputation and website traffic increase, and many customers will come uninvited. This is the value of the Internet platform.

We are the first in China, and also currently the only application website in the same city. We must first have self-confidence.

When we develop into a nationwide layout, for example, every city with a population of about one million has our direct sales organization, and our annual operating turnover may reach several billion.

If we can't standardize our development and win with our professionalism and service reputation, then 51 Tongcheng will never be able to develop to such an extent..."

He Guangwen said: "I agree with Gao Yang's point of view. In the Internet, it is very important to serve word of mouth and company image. Once there is negative entanglement, it will collapse very quickly. We can't covet such gray interests."

He Guangwen is a man of science and engineering, and he has always spoken frankly.

Jin Yang nodded: "Okay, then let's regulate it. I also consider the company's operations and cash flow needs."

Gao Yang said with a smile: "Don't worry, as I said, I will guarantee the capital needs of the company's operations."

Chen Sen also smiled and said, "Don't worry, Jin Yang, the company has already generated cash flow. Didn't Ruohan just help the company make a huge profit of 220 million? Our funds can support it."

Gao Yang thought, in a few months, Jin Yang would be fooled if he suddenly made millions in the company's stock account.

Just relying on the 400 million funds invested in the stock market, which continue to snowball out, coupled with the continuous increase in the cash flow of the website, in the future, there will be no need for shareholders to invest money in again.

Gao Yang asked again: "51.com now has more than 4000 registered merchants, how many real estate agencies are there among them?"

Fang Jiandao: "There are nearly 500 real estate agencies, large and small."

Gao Yang asked again: "Do these real estate agencies have business licenses when they register, and have they all been registered with the real estate management department?"

Fang Jiandao: "Our platform requires a business license when opening business registration. As for whether the intermediary company has a record, it is not clear."

Zhang Miao, the general manager of Yueju Company who attended the meeting, said: "Mr. Gao, there are real estate agencies in Beijing all over the street. There are actually not many real estate agencies that have registered with the housing management department. Some small companies are actually self-employed, mom-and-pop stores, and even only A store."

Gao Yang asked again: "Then, has our website received related complaints from users, such as fake housing listings or black intermediaries?"

Fang Jiandao: "There are very few complaints. They are just isolated phenomena. So far there are only two cases."

Gao Yang said: "Two cases are not enough, it means that there is a problem. We must find a way to screen out the legitimate merchants and eliminate the scammers. The platform cannot take the blame for such merchants."

Fang Jian said: "This matter is not easy to do."

Gao Yang said: "Actually, it's not troublesome. Let's first intervene in the real estate and sort out one by one. For the merchants that have registered with the management department, we will add a logo to it on the platform, such as adding a V or something, and note that It shows that this is a regular business that has been registered with the relevant department.

In addition, other merchants cannot add V, so we have to declare to users that 51.com does not participate in the economic exchanges between users and merchants, and does not charge any fees, and the behavior of merchants has nothing to do with the platform.

The website needs to verify the relevant qualifications of registered merchants, such as merchants complained by users, they should be blocked first.

This matter must be done. Although the workload is huge, it must be done. Start with the real estate agency industry and sort out all registered businesses.

If necessary, set up a department to do this.

This matter is done well, and merchants are basically prevented from using our platform to cheat, so that we can open registration to individual owners.

After that, it is possible to charge a certain service fee for merchants who register as members.

51 Tongcheng is based in the capital, and it is also a period for our company to explore the operation model, establish operation management standards, and lay a solid foundation.

We don't need to be afraid of trouble. Only by doing this can we truly win users and not be afraid of any competitors.

After that, there is a basis for expansion to other regions of the country.

Otherwise, the operation is not standardized, the management cannot keep up, and the expansion may immediately lead to chaos. "

Fang Jiandao: "Yes, we should indeed do this. The foundation must be laid firmly. The more efforts we put in for this now, the higher the rewards will be in the future..."

(End of this chapter)