Actually I just want to act

Chapter 1142 The Importance of Naming

Once the ratings of "Super Girl" hit the charts, Mo Jiasen should thank Fang Jiming in turn, and even pay homage to him. Internet term, first appeared in QQ Hall, because sometimes teaming can better win the victory.Next, it became fashionable to team up to play street basketball, not to mention team up to play Crossfire, which is the most popular game on the Internet.

Now Mo Jiasen thinks that the [-] million naming fee is a joke, but Fang Jiming really doesn't think the [-] million naming fee is a big deal.Today's Chinese enterprises are rich, especially some large private enterprises, they are extremely eager to gain market popularity, but many advertisements do not meet their requirements.

For example, "Super Girl" in the previous life was named after Mengniu, and the song "Sweet and Sour Is Me" made the advertisement of yogurt known all over the country.

Why?

Because the audience of yogurt is young people!

Children from kindergartens, college students, and young people who have just graduated from social work are all potential customers of yogurt, so the title "Super Girl" is definitely right-most of the fans are student parties!
Therefore, Fang Jiming also asked Oriental DreamWorks to discuss this matter with some large dairy companies, and even guaranteed that the national ratings would break 5%.For the naming fee, you can even check the ratings in two episodes before signing a contract.At this moment, two dairy companies have already had ideas.

Fang Jiming was thinking, if the smart phone has come out now, then the Shenzhou mobile phone will definitely be named, isn't it just the left hand pocket instead of the right hand pocket!But it is a pity that the current profits of Shenzhou Mobile cannot support such a large marketing expense.What can be supported, besides health products, is milk.

This one is to earn the money of the elderly, and the other is to earn the money of the children, so they can make a lot of money!

However, Fang Jiming didn't want to advertise health products, so he didn't look for health products.If Jiangsu, Zhejiang and Taiwan can find health care products to name them, then Fang has nothing to say.

Not only that, Fang Jiming also asked people to go to Coke, Pepsi and other beverage companies to discuss the naming fee.You know, these are drinks that young people like to drink.The target groups of Coke and Pepsi are young people, who want to show themselves, which is very consistent with the positioning of "Super Girl".

It’s not that Fang Jiming doesn’t support Chinese beverages, it’s that Chinese beverages are too unpopular. After Coke and Pepsi entered the Chinese market, Chinese domestic beverages were either acquired and thrown aside, or they were completely run out of business and went bankrupt.Fang Jiming also wants to support domestic beverages, but they are not up to par, and Fang Jiming has no choice.

In particular, some large domestic beverage companies do not want to spend a lot of money on advertising, such as Wahaha, Tsingtao Brewery, and Huiyuan.

Of course, when looking for a beverage company, you can't favor one over the other. Domestic beverage and beer companies are all in Fang Jiming's consideration.Fang Jiming even visited Wang Laoji.It's a pity that the current Wanglaoji is still half dead, and such a good brand has been blinded for nothing.

You know, this is definitely a matter of small investment and big return.

Back then, Mengniu titled "Super Girl" because Mengniu had to find a way to make a breakthrough after losing to Yili in the competition for Olympic sponsors.
Therefore, Mengniu and the "Super Girl" that had already been held for one session can be shot together, and even Mengniu took the initiative to come to the door to ask for the title.So much so that Mengniu invested 1400 million yuan in naming fees and more than 8000 million yuan in follow-up support. The total investment of nearly 25 million yuan was exchanged for the improvement of Mengniu's brand value, 2005 billion yuan in sales of Mengniu yogurt, and Mengniu's yogurt. Expansion of product sales channels.There is also a restraint on the development momentum of competitors. For example, the sales growth rate of Yili Yogurt, a similar product, was almost zero in [-].

In fact, for any beverage company, even a beer company, in an era of integrated marketing through multiple media, it is necessary to have a nationwide advertising campaign, behind which there is a tacit commercial understanding of collusion-it is equally important to use momentum and build momentum.But the problem is that there are not many domestic beverage brands that have the courage to pay for the naming fee and dare to go into debt to expand their channels.

Under the attack of foreign beverages, domestic beverages are losing ground.

However, Mengniu's good luck ends here.

Later, Yili Yogurt also learned this style of play, not only naming many variety shows, but also rubbing Mengniu Yogurt on the ground.At the closest time, the difference in market share between the two companies was less than 1%, but when the gap was the largest, Yili Yogurt was nearly 3% more than Mengniu Yogurt!

It is conceivable that Mengniu made a bad move.

Of course, Yili didn't take advantage of it either. It spent a huge amount of advertising and didn't see benefits for a long time.

However, when Mengniu stopped to be satisfied, Yili's youthful style showed its advantages.Although Mengniu took the lead in launching the internationally famous "Extra Lunsu", Yili's "Jindian" organic milk is not far behind.Not to mention, Yili has also developed liquid milk such as "Anmuxi", "Changyi 100%" and Changqing.However, Mengniu, which has been developing rapidly, is still living on its laurels, relying on old products to make profits.

In his previous life, Fang Jiming had paid attention to the competition between the two companies, and Mengniu Group's fortune-making experience can be called a business miracle.Niu Gensheng, who resigned from the position of vice president of Yili, founded Mengniu with his own hands. Using his own understanding of the industry, he quickly surpassed his old company Yili and successfully reached the top in less than 10 years.

Especially in 2007, Mengniu became the first dairy company with an operating income of more than 200 billion yuan, with a total revenue of 213.18 billion yuan. At the same time, Yili Group had 193.06 billion yuan. In the next four years, Mengniu has been ranked first .

Is it familiar?

That's right, Mengniu surpassed Yili in one fell swoop after receiving the title bonus of "Super Girl" in 2007, and even sat firmly on the top spot for four years until 2011.

But since 2011, Mengniu's stamina has been weak, and it was overtaken by Yili.Because this time, Yili also came back to his senses, and began to flirt with Mango TV, and then named many variety shows.Therefore, Yili surpassed Mengniu by relying on its background.It can be seen that the continuous investment in advertising and marketing has directly benefited Yili a lot.

It is a pity that Mengniu never left after he took the first step.

Of course, Mo Jiasen didn't know about this, he just thought that Fang Jiming was playing an international joke.

"Fang Dong, let alone the 1000 million naming fee, even if you can get the [-] million naming fee, I think you are a god!" Mo Jiasen said half-jokingly and half-seriously.

Fang Jiming said disdainfully: "1000 million? What is this!"

Mo Jiasen smiled without saying a word, and said, "What time does Fang Dong take the plane?"

"The plane at night, why, Director Mo wants to go to Yanjing together?" Fang Jiming smiled.He went to Yanjing to watch the clips of "Bright Sword", and Baidu's listing and other things.Of course, there is also the promotion work of the Spring Festival movie, which needs to be watched.

(End of this chapter)