I can see the commodity price curve

Estee Meilan Advertising and Creative Department.

Wang Shiyu looked at the plan in his hand and frowned.

As an advertising creative department manager, she is under a lot of pressure every day.

In particular, Estée Meilan, which was once the number one in the industry, has now fallen out of the top three and become fourth due to operational problems.

Don't underestimate the fact that the difference between first and fourth place is only three places, but it's not the case.

For the cosmetics industry, especially high-end cosmetics brands, people often only recognize the number one brand.

No matter whether you are second or tenth, it is difficult to reap the dividends of being the industry leader.

Therefore, as a large company with an annual revenue of over 30 billion, its annual profit is now less than 2 billion.

If you want to build a reputation and regain the trust of consumers, in addition to product quality, the most important thing is advertising.

For this reason, Yashi Meilan did not hesitate to spend a lot of money to invite Wang Shiyu over.

As the top creative advertising designer in China, Wang Shiyu was originally full of confidence in this job.

In particular, she has produced no less than ten amazing advertising ideas.

It's a pity that ideals are beautiful, but reality is cruel.

I don't know if it's bad luck or if she has exhausted her talents.

Wang Shiyu launched seven different advertising designs after joining the company.

But these designs either don’t hurt, or even if they get a lot of praise when they are released, they will be quickly forgotten.

All in all, Estee Melan's sales have been deteriorating recently.

If this continues, let alone making a profit, it will be good if we don't lose money.

The reputation of the company's products cannot be achieved, and Wang Shiyu lives in extreme anxiety every day.

After all, she was hired with a high salary, and her failure may be explained by her incompatibility.

But now she has failed seven times a year. If there is still no improvement, even if the boss does not take the initiative to expel people, she will be embarrassed to stay any longer.

Therefore, taking advantage of the opportunity of Estée Meilan to launch another skin care series, Wang Shiyu is determined to fight for a turnaround.

But the more she pursues the perfection of the plan, the more dissatisfied she becomes with the designed plan.

For example, the plan she has now has been revised twenty-eight times.

After trying everything over twenty-eight times, Wang Shiyu found that her mind had gone blank.

Do you really want to resign voluntarily?
Opening the drawer and looking at the resignation letter inside, Wang Shiyu's face was full of struggle.

Resigning would not only cost her money but also her reputation.

Once her failure is exposed, the former queen of advertising creativity will fall directly from the altar.

Gritting her teeth, she secretly encouraged herself that no matter what, she would continue to persevere.

Just then, someone knocked on the door.

The door opened and it was the manager of the human resources department.

Wang Shiyu was stunned and looked up at the other party: "Is something wrong?"

The other party smiled slightly: "Director Wang, the boss is looking for you. If you are not busy now, please come over!"

Wang Shiyu's heart sank. The boss came to find her and asked the human resources manager to come and notify him in person. What did this mean?
Anyone who is not a fool can guess it.

With a helpless smile, she took out her resignation report and put it in her pocket.

In this case, I'll take the initiative to speak later.

Otherwise, if the boss speaks first, the situation will only become more ugly.

When Wang Shiyu took the elevator to the top floor and opened the boss's office, she couldn't help but be stunned.

Because besides the boss himself, there is also a young woman in the office at this moment.

The other party was wearing a small suit, smiling and elegant, especially his expression, full of confidence.

"Hello, Mr. Li!"

At the same time, I was confused. If the boss wanted me to leave, he should wait for me alone.

There is one more person in the office now. Could it be that I thought wrongly?

She decided to wait and see what happened and see what happened.

When the boss of Estee Meilan saw Wang Shiyu coming over, he immediately smiled and said, “Director Wang is here. Let me introduce you to Ms. Li Yue’e from the October Food Factory.

This is Wang Shiyu, our advertising creative director at Estée Meilan.

Director Wang’s creative solutions always make people’s eyes brighten. Thanks to her, we at Estée Meilan can have our current industry status. "

Hearing this, Wang Shiyu blushed.

Is the boss speaking sarcastically?

That must be it!

After all, before I joined the company, Estee Meilan was the industry leader.

But after he joined the company, his position as the industry leader was no longer guaranteed.

Anyone who sees this situation will question their ability to produce, let alone a smart and wise boss.

In this case, let’s get straight to the point!

She took out the resignation report in her hand and put it in front of her boss: "Mr. Li, take a look at it. If there is no problem, just sign it!"

Boss Li immediately gave a thumbs up, and then said to Li Yuee: "Did you see it?
I just asked her to come here, and she didn't forget to bring the documents over for me to review.

Director Wang is not only talented, but his work enthusiasm is also second to none. "

After speaking, he said to Wang Shiyu: "No matter what Director Wang does, Ms. Li will always be a guest.

Although she didn't mind, it was still rude to discuss the company's internal affairs in front of her.

I will approve this document for you first, but I will leave it here for now and discuss it in detail when I have time. "

Wang Shiyu was stunned, what does the boss mean?
What do you mean by leaving it to the other party first and discussing it later when you have time?
She shook her head: "We don't need this, right?

I admit that I am lacking in ability. This is a fact and there is nothing to quibble about.

If you feel that the salary you offered me before is too high, I can refund part of it as long as it is within a reasonable range. "

Boss Li was stunned: "What is the lack of ability? What do you mean?
and many more! "

He quickly opened the file in Wang Shiyu's hand, and his face suddenly became strange: "Director Wang, are you going to resign? Can you tell me the reason?

I think the treatment offered is not bad. Of course, if you are not satisfied, we can discuss it again.

In short, please be sure to stay.

If you insist on leaving, stay here for at least another six months. "

Wang Shiyu was dumbfounded: "Boss, you called me here, didn't you want to fire me?"

Boss Li was even more surprised: "Why should I fire you? You have done a good job in this position.

And there is no doubt about your ability. If you leave, where can I find another director who is at the same level as you? "

Wang Shiyu was stunned again: "My ability?
Have you misunderstood? From the time I joined the company until now, I have never provided any particularly outstanding solutions to the company.

Therefore, I have to bear at least half of the responsibility for the unsaleable products of the company. "

Wang Shiyu said what was in her heart, and Boss Li who went to listen laughed loudly:

"Director Wang, you misunderstood.

There has always been no problem with your ability. On the contrary, I am very satisfied with you.

As for the decline of Estee Meilan, this has nothing to do with advertising, but is caused by changes in the market environment. "

"Changes in the market environment?" Wang Shiyu was a little confused.

The seven advertisements she launched did not receive a good response from society.

This is an indisputable fact, she has done special research.

In the past, if she asked 100 people about the advertisements she pushed, at least 70 of them had heard of them.

Now it would be good if 20 out of 100 people know about the advertisements she pushes.

This is no longer a slight difference, but a huge difference.

Boss Li felt a little helpless when he heard her words: "I really can't blame you for this. As for the reason, it's very simple. The reason why the advertisements you launched in the past were more widely spread was because the Internet was not developed at that time.

The only channel for everyone to obtain information every day, or in other words, the only form of entertainment is television.

Especially during the prime time around eight o'clock in the evening, if you advertise in this position, as long as the advertising words are not particularly bad, you can get good popularity.

It’s different now. Whether it’s an eight-year-old child or an eighty-year-old man, almost everyone doesn’t watch TV.

Take you and me as an example. When I got home from get off work, I would sit on the sofa in the living room for a while and watch the news.

But now?

To be honest, I have converted our TV cabinet into a bookcase.

In this way, when guests come to my house and see a wall of books piled up in the living room, they can at least think that I am a relatively well-educated person.

I've looked at your advertising creative ideas, and except for the last one, some of them are just a little bit unsatisfactory.

Each of the previous ones is very classic. "

Wang Shiyu's face couldn't help but blush.

It turned out to be the case.

As for the last advertising idea, well, when she released this ad, she had already fully felt the crisis.

In advertising, we constantly overturn and overturn again and again.

So much so that he forgot one thing.

Really good advertising does not rely on repeated revisions, but on inadvertent flashes of inspiration.

My expression became more and more anxious, my enthusiasm for work became more and more dissipated, and my body became more and more exhausted.

In such a situation, it's strange that you can come up with good ideas.

but……

"Since it's not the result of advertising, then why did our company fall from first to fifth?"

Boss Li said: “This is mainly a matter of positioning.

In the past, our products were focused on human health.

Or maybe we just combine beauty and health.

But times are different now.

The health care industry has collapsed, and people are more interested in exercise and diet than taking medicine for health care.

This has also caused our products to lose the trust of consumers.

Although I have dismantled the original production line as soon as possible and no longer launch similar products, but choose to embrace new markets.

But there is a saying that it is hard to get back from a long time.

Everyone’s impression of our company’s products is that they combine beauty with health care.

Naturally, they are not willing to pay for health care.

Fortunately, thanks to your advertising creativity, Estee Meilan continues to be profitable.

You must know that according to my plan, you are already prepared to lose money. "

Wang Shiyu was stunned.

Is your plan really okay?

but……

For a while she still couldn't accept it.

Boss Li waved his hand quickly: "Okay, don't worry about your matter, we will discuss it in detail later.

Ms. Li has come all the way here, so she cannot be neglected.

You two are about the same age and both are very thoughtful young people, so I suggest you communicate more. "

Then he said to Li Yue'e: "As for Ms. Li's idea, I think there is a lot to be done.

So I agreed to this.

It's just that the specific promotion plan needs more polishing. You can just discuss this with Director Wang. "

Li Yue'e nodded: "In that case, thank you Mr. Li.

Don't worry, I will definitely come up with a plan that makes both of us feel at ease. "

After speaking, he said to Wang Shiyu: "I wonder if Manager Wang has time?
When I came to our company just now, I found a coffee shop with a very nice environment across the road.

Why don't we go over there and have a chat? "

Inside the cafe.

When Wang Shiyu heard Li Yuee express her thoughts, she couldn't help but be stunned.

"You said your October Food Factory is preparing to enter the cosmetics industry?"

Her expression was extremely strange.

Wang Shiyu had naturally heard of the fame of October Food Factory, and she was equally familiar with Zhang Yue.

But the problem is that October Food Factory makes snack food, and it is now the leader in the national snack industry.

If you don’t focus on your own business, why would you cross over into our cosmetics industry?
Don’t you think that since the Internet keeps saying that the cosmetics industry is hugely profitable, you are ready to rush in?
Yes, the cosmetics industry is indeed very profitable.

But precisely because of the huge profits, competition has become more brutal and fierce.

For example, Estee Meilan, where I am now, was once the industry leader and deservedly ranked among the giants.

As a result, due to positioning issues, he fell directly from the altar.

Not even a capable person like me can save him.

Li Yue'e could naturally see Wang Shiyu's concerns: "Director Wang, I'm telling the truth.

Although we use the banner of cosmetics, strictly speaking, we are selling sheep over dogs.

I told you the specific reasons. We did this because we really had no other choice.

As for joining forces with you, it was a decision I made after considering it for a long time.

You used to make health care products, beauty and health care.

As the saying goes, health care succeeds and health care fails. The reason why it is declining now is that everyone has lost trust in health care products.

Strictly speaking, our medicated cola also belongs to the category of health products.

So as long as I promote the reputation of Medicinal Coke, everyone will understand that health products can also have very good beauty and beauty effects.

In this way, not only can medicated cola be sold, but it can also indirectly make your Estee Meilan products popular.

What do you think? "

Wang Shiyu was silent.

To be honest, she was a little hesitant about cooperating with October Food Factory.

the reason is simple.

In any case, October Food Factory is a food company. For a food company to enter cosmetics, it sounds unreliable no matter how you hear it.

Originally, Estee Meilan has lost the trust of consumers. If it joins forces with the other party, will everyone think that Estee Meilan is crazy?
In that case, let alone barely keep the top five in the industry, even the top ten may not be kept.

Of course, then again.

October Food Factory is now so famous that it has reached the point where it is known to everyone of all ages.

Although Estee Meilan has been brilliant in the past, it is only somewhat famous in the cosmetics circle.

If we can make ourselves more popular with the help of October Food Factory, maybe our current industry ranking can be directly improved.

So it’s really difficult to choose.

Of course, the choice Wang Shiyu mentioned was not to refuse to cooperate with October Food Factory.

The boss has finalized the cooperation with October Food Factory.

What she needs to do is direction, that is, advertising creativity, which is very critical.

(End of this chapter)