Era: Beginning from the Modu Translation Studio

Chapter 427: Masayoshi Son’s life mentor’s help
“We, McDonald’s, entered Japan a year later than KFC.

But KFC achieved great success in its first year in Japan..."

Tokyo, in the reception room of Daichi Advertising.

The host and the guest sit at separate tables.

At this moment, the Japanese McDonald's executives were explaining their purpose:
"Although McDonald's performance in Japan is not bad, in comparison, local people are still more familiar with KFC..."

"There is a very special custom in Japan,"

At this time, Yu Sigui looked at the two domestic guests and spoke in Chinese:
"Every Christmas, there's a long queue outside of KFC in Japan.

Locals eat KFC on Christmas, just like we eat mooncakes on Mid-Autumn Festival and rice dumplings on Dragon Boat Festival."

“I’ve discovered this before.”

In the 70s, Pujiang Advertising Company's main business was overseas.

Therefore, Huang Hua came to Japan quite often:
"But I never understood why they do this. Other countries don't celebrate Christmas this way either."

"That's what I mean," Yu Sigui smiled and shrugged, "I'm not really sure about the specific situation."

In 1970, Mitsubishi Corporation, one of the "Big Three" of the Mitsubishi Group, established KFC Japan with its parent company KFC in a 50:50 shareholding ratio.

In the first six months after opening, the locals were not very receptive.

Until a KFC store manager was invited by a nearby church school.

On Christmas Eve, when I dressed up as Santa Claus and delivered fried chicken to the students instead of turkey, I was awakened by the enthusiastic cheers in front of me.

Then the next day, this talented store manager covered the Colonel Sanders in the store with a Santa Claus costume.

And in time, a slogan was hung: Eat KFC on Christmas.

After all these operations, the sales volume for that day was several times higher than usual.

Since then, the promotional slogan "Eat KFC at Christmas" has become popular.

After that, every year at this time, KFC will launch corresponding Christmas dinner family buckets and various small gifts.

Anyone who doesn't make an appointment in advance will have to queue up at the store on the day.

After doing this for years, I actually thought that this is how Christmas is celebrated in other countries.

So, every year at this time, it is the most embarrassing time for McDonald's.

The sight of people preferring to queue up next door rather than come here is really unbearable to watch.

……

At this moment, the three of them looked at the two McDonald's managers with smiles on their faces again.

"According to this view, every Christmas season,"

Jiang Shan looked at the other party and said, "Is your company only able to watch KFC counting money?"

Jiangshan’s problem is very straightforward and directly related to economic interests.

Seeing this, the two people from McDonald's looked at him curiously: "Excuse me, who are you..."

"Sorry, I forgot to introduce myself,"

Jiang Shan handed over a double-sided business card with Chinese and English in it: "Chief Planner of Chunfengdu Advertising, Jiang Shan."

"Oh, so you are the advertising planner of Chunfengdu..." The other party took the business card and looked at it carefully.

At this moment, Yu Sigui bit his lip and held back his laughter: You are the only one in this company anyway, so you can call me anything you want.

Huang Hua still had a semi-permanent smile on his face: Xiao Jiang is still young, if it were me... I would be the chairman directly.

The two of them were laughing calmly.

The two people from McDonald's quickly exchanged glances: As expected, the relationship between Dadi Advertising and Chunfengdu is unusual.

"In fact, McDonald's spends a lot of money on advertising every year,"

One of the executives introduced: "You know, our chairman is a very good manager..."

"Yes, I know this," Yu Sigui nodded heavily:

"Their chairman published a book a few years ago called 'I am the Best at Making Money'. I even bought a copy at the time."

Like KFC, McDonald's is also a restaurant group that adopts the "franchise chain operation" mechanism.

But it is different from KFC's "MC".

When McDonald's Japanese boss Den Fujita first prepared to join McDonald's, his entire net worth was only $5.

But Fujita Den, who believed in his own vision, still went to the local Sumitomo Bank and applied for a loan.

At first, the manager of the Sumitomo branch had no intention of paying any attention to him.

It was not until Fujita came back that he said, "Sir, do you know where I got this $5 in savings?"

Look at the way he asked this question, it really touched the other person's heart.

The manager of the Sumitomo branch had long been curious about how this young man had acquired such a huge sum of money:

"I am indeed very interested in your deposit."

"This is the savings I have accumulated over the past six years. During these six years, I have saved one-third of my salary every month.

I was unshakable. Even when the days were tough, I gritted my teeth and persevered.

In fact, when I graduated from college, I made a plan to save $10 in 10 years.

But now I have encountered the best time, so this plan has to change!"

After waiting for Den Fujita to leave the bank, the branch manager immediately called the bank where Den Fujita had deposited his money.

After learning that the other party was indeed making deposits on a monthly basis without fail, the manager began to formally consider Fujita Den's loan application.

Because, although this manager, who is nearly 60 years old, earns many times more than the other party, until now, he has not saved as much as this young man.

"Work hard, young man. I guarantee you will be very successful."

In this way, Fujita finally got the start-up capital to join McDonald's.

I have to say, he is very lucky.

If we had just changed the manager, there would have been no future problems.

However, this Fujita Den does have a good business sense.

Not only did they introduce McDonald's, but they also successively added several popular products.

After he published the book "I am the Best at Making Money", a large number of young Japanese people became excited and eager to make a move.

After reading this book, Masayoshi Son, who was in a period of confusion, made hundreds of calls to Fujita's company.

Afterwards, I simply bought a ticket and met offline.

[Don’t look at the industry of the past, focus on the industry of the future. Computers should be the industry you want to enter. If I were you…]

What Fujita said directly illuminated Masayoshi Son's financial path.

The boy went back to school to sell video games.

……

“This year marks the 25th anniversary of McDonald’s. In order to achieve greater success, McDonald’s restaurants around the world are stepping up their publicity.

Not long ago, the 1000th McDonald's restaurant in the world officially opened in Hong Kong..."

"No wonder McDonald's in Hong Kong is holding a full-line advertising bidding,"

Yu Sigui looked at Jiang Shan and said, "It turns out it's the 25th anniversary."

Jiang Shan nodded: "This is a good thing!"

After learning Jiang Shan's true identity, the two executives only had Jiang Shan in their eyes: "What did you say?"

"I said," Jiang Shan: "This is a good opportunity."

“Yes,” one of the senior executives said, “Currently, our company has two promotion plans.

First, we should take this opportunity to continue to promote several drive-thru restaurants in Tokyo and Osaka.

Secondly... have you seen the commercial that McDonald's launched a few months ago?"

Seeing the other party's inquiring eyes, Jiang Shan and Huang Hua looked at Yu Sigui together.

Jiang Shan: “Have you seen it?”

"What are you meeting?" Yu Sigui said, "I have been with you for the past few months!"

Hearing this, the three of them looked back at each other and said, "Never seen it before."

Suddenly, the two McDonald's executives began to doubt the ability of the advertisers in the room.

To be honest, the person in front of me is also a citizen of a third world country.

Can he really help his company? But on second thought.

There were so many wonderful cases posted on the wall at the door that it seemed they could not afford to doubt them.

“Excuse me, both of you,” Yu Sigui looked at the other party apologetically, “Our team was following up on another advertising project a while ago…”

"Did you see the mineral water advertisement outside the building when you came here?" Jiang Shan pointed out the window: "It is the project we are currently working on."

"oh,"

The two people opposite remembered: "It's normal that you haven't seen the advertisement. It just so happens that we brought the advertisement today."

A few minutes later, the VCR in the living room started turning on.

When the TV screen lit up, a McDonald's executive also introduced it:
“The promotional theme we set this year is to create a fairy-tale-like dream theme.

So, the advertising company planned an advertisement based on this theme, and we thought it was okay at first.

But after it was broadcast, there was no significant effect and it even received a lot of criticism.”

Jiang Shan stared at the TV: "Why?"

"They said that not only did they not see the cuteness in it... but they also scared some of the children."

At this moment, Jiangshan, who had been staring at the screen, also noticed it.

There is no way, let alone the McDonald's uncle of this period.

Even if we move it back further, there will still be many people who cannot accept it.

After all, this thing is sometimes disgusting even for adults, let alone children.

On TV, on a river with dense jungle on both sides.

Uncle Madonna, leading a few children sitting on a small boat.

They looked down at the map, then looked up at the telescope...all of them were talking at once, looking for McDonald's.

Suddenly, the uncle's red lips stretched out and he smashed a huge rock in the middle of the river.

Then there was another scream, and a boat full of children screamed loudly and fell down a waterfall.

At this moment, a string of music sounded, and the group of children who fell down the waterfall were happily sitting in the McDonald's restaurant again in the blink of an eye...

"How about it,"

After the commercial ended, a McDonald's executive asked, "If you were asked to comment, what do you think of this commercial?"

Huang Hua looked at Jiangshan with a smile on his face, then continued to smile without saying anything.

Yu Sigui shook his head gently: "I don't feel very good?"

Not to mention Jiangshan, even if she were to take action, it would definitely be better than the design above.

“The designer’s original intention was to create a story in which a child and Uncle McDonald happily explore the forest and look for a McDonald’s restaurant,” Jiang Shan said slowly.

"Yes," the other party nodded and admitted, "That is indeed the plan."

"Unfortunately," Jiang Shan said bluntly, "in the eyes of the audience, the one sitting in the same boat with the child is the scariest."

Jiangshan kept smiling while saying this.

The person on the other side who heard this also started laughing, as if this was really the case!
"We have now stopped the ad, so McDonald's is in urgent need of another ad."

"If Chunfengdu and Dadi Advertising are interested, you are welcome to submit your work to McDonald's!"

After that, a competition invitation letter was placed neatly on the table.

It turns out that before "Wonderful Night in the Forbidden City" was released in Japan.

McDonald's promotion department did not even put "Spring Breeze" into the competition camp.

"Can I ask," Jiang Shan said, "which advertising companies participated in this competition?"

“Local companies include Dentsu and Hakuhodo,”

The McDonald's executives did not hide it: "Foreign companies include Ogilvy and Leo Burnett."

Hearing this, Yu Sigui and Huang Hua's eyes widened, and Jiang Shan almost whistled.

"Although they are all powerful advertising companies,"

After seeing the reactions of the three people opposite them, the two supervisors decided to be more polite:
"But in our opinion, you also have your advantages. Otherwise, we would not have come to invite you in person."

……

After seeing off the important customer, the three people sitting on the sofa in the living room were either lying down or sitting cross-legged... basically they were a mess.

"What do you two think?" Huang Hua looked at them and smiled, "Do you still want to do this deal?"

"..."

Yu Sigui hugged his legs and curled up on the single sofa. He opened his mouth and then closed it again. He said with a bitter face:

"I would like to do it...but, I'm afraid I can't do it!"

"yes,"

Jiang Shan leaned on the sofa and sighed, "After all, McDonald's is so prestigious that it can bring together the four great masters."

"Yes, we are just a little kid."

Yu Sigui looked at Jiangshan eagerly: "Jiangshan...think of a solution!"

"Let me take a closer look first," Jiang Shan stood up and flipped through the bidding invitation on the table.

"On-site bidding, transparent and open," he tapped the invitation letter: "This is good."

"It's too exciting, I can't stand it." Yu Sigui was quite afraid of competing on the same stage and performing live.

This is also one of the reasons why advertisers hate "competition".

"Look,"

At this moment, Jiangshan has already started to analyze:
"The most detailed description on this invitation is about the McDonald's drive-thru restaurant."

“In other words,” Yu Sigui said, “the drive-thru is the focus of this ad.”

Jiang Shan continued: "The two of you mentioned earlier that McDonald's current promotional focus is to create a fairy-tale fantasy world."

"It's a pity that the previous ad failed,"

Huang Hua also came to Jiang Shan's side and looked at the invitation letter curiously: "But what exactly is a drive-thru restaurant?"

In 1971, McDonald's opened its first drive-thru restaurant in the United States.

Six years later, Japan also began to appear.

This type of restaurant is different from ordinary drive-in restaurants in that it is a mobile restaurant.

To put it simply, it is a McDonald's restaurant that is isolated from all sides. Dining is served inside, and cars are allowed to drive around outside.

People sitting in the car order food at the first window.

Turn a corner and go to the next window to pick up your order.

You can buy a delicious McDonald's without getting out of the car.

This thing is quite interesting to talk about!
In later times, driving schools, gas stations, and highway toll stations all opened McDonald's drive-thrus.

During the epidemic, there were even spectacular sights of long queues of cars.

"Look at this,"

Huang Hua pointed at the invitation letter and said:
“In fact, McDonald’s headquarters initially suggested opening a drive-thru restaurant on a major traffic artery in Tokyo.

But Fujita still insisted on opening the first McDonald's in Ginza."

Hearing this, Jiang Shan suddenly became excited: "Should we go to Ginza and take a look right away?"

"Now?" Yu Sigui: "How about we go check out the drive-thru restaurant first."

In Miss Yu's opinion, Jiangshan must first be given some experience before he can make any contribution.

"I'm fine with that," Jiang Shan said indifferently, "How about you, Old Huang?"

"Me too," Huang Hua said with a smile, "Anything is fine."

Yu Sigui: “…”

……

In several advertising companies in Tokyo.

Faced with the design drawings spread out on the table, the McDonald's liaison teams of various companies are racking their brains to discuss and study them.

In their opinion, the other three bidding companies should not be underestimated.

Compared to them, the advertising team that was invited the latest was currently staring hard at the McDonald's menu...

(End of this chapter)