Agricultural giant since 1983

Chapter 311 Forbes

November 3000th was the opening time of the first CCTV bid king on-site bidding. Li Lei, Xiong Yiwu, and Sun Mengquan arrived in Beijing two days ahead of schedule. Xiong Yiwu was still puzzled about such a large advertising investment, "This is more than [-] million, we With so much money invested, can you get back your money?"

"The two purposes of advertising are image building and sales promotion. In fact, the two can be regarded as unified. If your image is good, sales will naturally go up! To successfully shape your image, the choice of advertising platform is very important. Taiwan is the most authoritative media in our country. After the end of "News Network" and before the start of "Weather Forecast", it is the time with the highest ratings and the most attention. Advertisement at this time point is very important for Huafeng's brand building. It is very beneficial! So even if you spend more money, it should be done, and this is the first bid for the king, and everyone has no idea. We can still pick up a bargain. I don’t plan to participate next year. At that time, the price will definitely be Higher, not worth it!" The first bidder was only in the early 3000 million, and the second bid was 6666 million. Huafeng can accept 3000 million in advertising investment, but forget about 6000 million.

"Now there are still disputes about who is the number one instant noodle brand in China, but if we appear on the advertisement after "News Network" on the stage, then this topic can be ended! Everyone will think that Huafeng is the only one. It is the most famous instant noodle in the country! Even Uni-President and Master Kong can’t shake our position, from this point of view, the advertising fee is still very worthwhile!” Li Lei competed for the top spot because of this.

"That's the truth, but the withdrawal of more than 3000 million yuan of liquidity at once puts a lot of pressure on Huafeng!" Xiong Yiwu still had concerns.

"Don't worry about this. More than 3000 million yuan is my estimated price. In fact, even if you win it, you don't need to pay it all at once. You can settle the accounts in batches!" That's what Qin Chijiu will do in the future, and then pay After a period of time, I don’t want to pay any more money. In order to protect Biaowang’s face, I can only admit it, but they are not the ones who suffer, so when the contract period is over, Qin Chi’s identity will be exposed immediately. Negative news caused this once-prominent wine company to collapse in an instant. Of course, Li Lei would not do this, but it is still possible to make payment in installments to relieve Huafeng's financial pressure, as long as the money is paid in full within the contract period Taiwan will not say anything.

"That's no problem!" Xiong Yiwu was completely relieved, and then discussed the specific details of the advertisement with Li Lei, such as which celebrity should be invited to advertise, etc. In fact, as long as he can win the bidding time, the advertisement production will also It has become more convenient. No matter how big a star is, when they hear that they can broadcast advertisements on the padded station, and it is this kind of time, they will definitely agree immediately. This is also good for them and can greatly increase their exposure.

On November 11th, Li Lei and Xiong Yiwu walked into the Media Center. This building next to the bedding platform was built in 8 and was prepared for the Asian Games. It includes apartments, office buildings, hotels, Meeting room and other purposes, Tan Xisong paid a lot of money to rent the largest meeting room in order to express his importance to this bidding. At the same time, the date was also specially selected, November 1988th, isn't that just the announcement?

"Hello Dong Li, hello Mr. Xiong, thank you both for coming to this bidding, please come inside!" Tan Xisong greeted many bidders at the door, and shook hands with Li Lei with a little force, which is also a hint Li Lei, don't worry, as long as there are no major surprises, this time the king of bids will definitely be yours.

The gathering of so many big bosses across the country is not only a rare opportunity to exchange bids, but Li Lei's multiple auras such as vice chairman of the Federation of Industry and Commerce, member of the National Committee of the Chinese People's Political Consultative Conference, and initiator of the Guangcai cause make him the focus of chatting with everyone. Stop someone coming over to say hello.

Li Lei has long been used to it. Regardless of whether the boss is big or small, he will deal with it politely. Then he will exchange business cards and chat a few words, leaving a pretty good impression on everyone. A boss who is so big is always so polite. , Whether it’s true or not, it’s comforting to hear it.

The people who came here were not just to strike up a conversation, but there were also people who wanted to ask Li Lei about something. For example, Huai Hanxin, the boss of Guangdong Sun God, was very interested in the mature VI system that Huinong Company had used, so he came here to ask Li Lei. Lei for advice, in fact, if there is no Li Lei, he should be the first business owner in the country to establish a complete VI system.

Huai Hanxin's understanding of advertising has gone beyond the superficial level of publicity and promotion. Take the ad he played on the padded stage during the World Cup in the United States this year. , the Great Wall was beating thousands of miles away, and an oriental lion rose vigorously and roared up to the sky, and then the advertising slogan sounded "As long as we work hard, dreams can always come true-when the sun rises, our love will last forever!"

Can you see what this ad is about?Can't see it?But can you say that this ad is useless?Of course not, this idealistic ad stands out among a lot of mediocre commercials. Most viewers who have seen this ad remember the name Guangdong Sun God. With this alone, Huai Han The new money will not be wasted.

This is the same as the advertisement of Baisha Cigarettes in later generations, "Cranes dance in Baisha, my heart is flying". , it is estimated that there are only a few people such as Zhang Ruimin.

Haier Group also launched a special publicity project this year, which is to cooperate with the children's channel of Zhuangertai and BJ Hongye Computer Animation Production Technology Co., Ltd. to produce a series of cartoons "Haier Brothers". The adventure experience has passed on scientific and humanistic knowledge to people. The whole work is 212 episodes long, and has been broadcast on Zhuaner TV for more than six years.

At first glance, this Haier electrical appliance doesn't seem to have much to do with it, but as long as children who have watched this cartoon remember the image of the Haier brothers and "It will rain when it thunders, Leo, what will you do when it rains, Leo?" Europe" theme song, when they grow up and need to buy electrical appliances, when they enter the mall and see the familiar images of the Haier brothers on the refrigerator and washing machine, they will instinctively have a good impression of Haier's products.

In developed countries in Europe and the United States, many brands will shoot advertisements for children, trying to plant a seed in their hearts. When they grow up and have purchasing power, they will give priority to choosing products of their own brands. This is a very mature Marketing method, but not many people use it in China now, because most companies are living very difficult even now, who dares to think about things ten or even twenty years later?But Zhang Ruimin just thought of it!His long-term vision beats most entrepreneurs of the same period.

After Huai Hanxin left, Xiong Yiwu whispered, "Last year, Sun God's turnover exceeded 13 billion, with a profit of [-] million, and the health care product industry relies heavily on advertising. They have strength and demand, and they will probably become our biggest competitors! "

Li Lei shook his head, "That's not necessarily true. The Sun God is very mature in his view of advertising. He is not as impulsive as many small businesses. At the same time, he does not have the needs of us. Health care products value advertising, but they prefer to be down-to-earth and face-to-face. It is an advertisement for consumers, so Boss Huai may not necessarily spend a lot of money! He probably came here this time with the attitude of giving it a try, and put in a bid that is neither high nor low. It is gratifying to win, and there is no regret if you don’t win! If you can’t get the king of bids, can you still get the advertisements of other time slots?”

Then he lowered his voice again, "Also, he may not be given a cushion. This is the first bid king. It not only depends on economic benefits, but also pays attention to social impact. Ordinary consumers don't understand what health care products are. Director Tan still doesn't understand? It's fine to switch to a secondary time slot, and the prime time after "News Network" must not be given to him! To avoid getting into trouble."

In fact, although health care products have become more and more popular in the past two years, there are also more and more problems. I don’t know how much negative information has accumulated on the platform, so how could Tan Xisong give such an important time to Huai Hanxin?The current stage still needs to be disciplined, unlike later generations, even online loan companies can win the bid king time.

"I guess, our biggest opponent this time may be him!" Li Lei secretly pointed to a boss sitting in the back row.

"Confucius banquet? Have you never heard of it? They have such a strong strength?" Xiong Yiwu didn't expect it at all.

"Now the most willing to spend money on advertising is the health care products and liquor industries. Only industries with high profits like them can spend so much money on advertising! You don't understand it in the south, but I have seen it several times in the north. His propaganda methods." Sun Mengquan is from Shandong, and he has heard a lot about Jiang Tinghua, so he told Xiong Yiwu about the methods of Jiang Tinghua, the person in charge of banquets in the Confucian Mansion.

In April 1992, JN City, where the Confucian Mansion Banquet is located, and Xi'an became friendly cities for economic and technological cooperation. The two cities held an economic and technological fair in Xi'an; it was originally a small event with little influence, but was arrested by Jiang Tinghua The chance to write a beautiful article, he promoted the Confucian banquet on Xi'an TV station and all the buses, and he also sent a group of beautiful hostesses to invite passers-by to taste the Confucian banquet in front of the most prosperous department store in Xi'an liquor.That year, the sales volume of Confucian banquet wine in Xi'an reached 4 million.

In 1993, Jiang Tinghua took advantage of the opportunity of economic and technological exchanges between Jining and Wuhan, went to Han one week in advance, invited a team of models to parade along the street and rented hundreds of buses to advertise; Models and airships flew over Wuhan with advertisements for Confucian Mansion Banquet in a unique way. On the same day, it spread throughout the three towns. Therefore, Confucian Mansion Banquet Wine became the best-selling liquor in Wuhan.

Later, he marched into the Northeast, starting from Harbin, Changchun, Shenyang and other big cities. He invested huge sums of money in advertising on TV, radio, and newspapers, and traveled in a publicity vehicle for more than three months, thus winning the Northeast market.

"These successes must have given him a taste of the sweetness of advertising, and now that the Northwest Market, Northeast Market, and Central China Market have all been taken over by the Confucian Mansion Banquet, if he wants to expand his influence, he will have to put up some advertising. Is it? Although the strength of the Confucian Mansion Banquet is not as good as ours or the Sun God, but judging from the previous cases, he dares to gamble and fight, and he might really spend a lot of money! We can't underestimate it!" Li Lei concluded.

The topic about Jiang Tinghua has not been finished yet, and the time for bidding is up. Tan Xisong announced the bidding rules on stage. This bidding will be carried out in the form of a hidden bid. The specific method is that everyone seals the quotation for the target time period into the file bag and hands it over to the organizer. Then the organizer opens the bid on the spot, and whoever has the highest price will get it during that time period.

Why not a more direct auction?The main reason is that this is the first session, and Tan Xisong has no idea, fearing that no one will bid for a long time, and it will not look good. If there is a secret bid, at least there will be more people participating, right?
As soon as he came up, he took out Wang Zha, took out the time period after "News Network" and before "Weather Forecast", and major companies also sealed the prepared bids in their file bags. Xiong Yiwu glanced at Li Lei, and put Hua Feng's bid was handed in.

Then Tan Xisong opened the portfolios one by one in front of everyone, "Guangzhou Sun God, priced at 2888 million. Shandong Confucian House Wine, priced at 2666 million. Shandong Confucian Mansion Banquet Wine, priced at 3078 million"

As Li Lei expected, the bidding this time was still mainly in the health care products and liquor industries. When he heard the quotation for the banquet wine of the Confucian Mansion, he and Xiong Yiwu obviously relaxed a lot.

There were fewer and fewer portfolios on the stage, and there was no one whose price was higher than the banquet wine of the Confucian Mansion. Seeing that there was only one portfolio left on the stage, Jiang Tinghua was about to celebrate.

However, at this time, the number reported by Tan Xisong poured cold water on him, "Guangdong Huafeng, the price is 3288 million! According to the rules, after next year's "News Broadcast", the period before "Weather Forecast" will be owned by Guangdong Huafeng. Congratulations to Chairman Li and Director Xiong!"

Hey, it's only 200 million short!Jiang Tinghua was not reconciled, he would have added 200 million more if he knew about it!However, he didn't know that even if he added 200 million more, he still couldn't win the bid. Why did Tan Xisong finally open Huafeng's bid?It was to allow Huafeng to win the bid. If Jiang Tinghua's price was 3300 million, then Tan Xisong's bid would be 3388 million. This was all arranged in advance.

"Congratulations to Mr. Li, Huafeng is really a big deal! An advertising contract of more than 3000 million yuan! I have opened my eyes!" Everyone rushed forward to congratulate him.

With a benchmark of more than 3000 million, the bidding prices for other time slots were also pulled up. Tan Xisong's attempt was a great success, and Sun Mengquan also helped Luhua win a good time slot.

After coming out, reporters who had been waiting for a long time interviewed one after another, and Li Lei received special attention, "Hi Dong Li, I am a reporter from "Forbes", may I have an exclusive interview with you?"

　I drank too much and sent it wrong, let’s treat it as tomorrow’s early release for everyone’s holiday
　　
　
(End of this chapter)