Winning the new financial era

Chapter 377 Dog Food Advertisement
News Corp. has very little business in China.

At the beginning of this century, News Corporation entered the Chinese market through its Star TV.

But after a few years of no prosperity, the battle line was slowly shrunk, and later it directly sold Star TV to Canxing Culture.

In addition to TV stations, it has also launched radio and television program production companies, as well as the Chinese version of Myspace - Juyou.com.

None of these projects were spared, and all of them rushed to the street.

A foreign-funded media group encountered various difficulties in its operation in China, and Westerners like to interpret it from a political perspective.

These understandings are wrong.Among other things, when it comes to the Internet, the country is relatively open.

Ahri and Penguin, which are invested by Softbank and MIH, are doing well in China. Why not Juyou.com?
At that time, Juyou.com couldn't compete with Kaixin.com and Xiaonei.com, and it was more of a lack of strength, so I couldn't blame others.

Some professionals have analyzed that the collapse of News Corporation in China first came from the management level, and the main reasons were poor management and unacceptable conditions.

Take the simplest example:

At that time, Star TV obtained the qualification to land in eastern Guangdong, and then there was an operation mode in which the production location was in Shanghai, and most of the production staff came from Hong Kong and Taiwan, but the audience was the audience in eastern Guangdong.

Under such geographical and cultural differences, it is difficult for the programs produced by Star TV to "buy" the audience in eastern Guangdong.

In other words, it is not grounded enough and has not carried out localized operations.

Any multinational company that does not carry out localized operations will find it difficult to gain a firm foothold locally.

James Murdoch, the elder Murdoch's eldest son, talked with Zhang Yida about News Corporation's past in China, and he was very embarrassing.

Zhang Yida smiled slightly after hearing this, he played a good hand and played poorly, and he was talking about News Corporation's business department in China.

It entered the Chinese mainland market in 2000. In the past ten years of China's rapid development, there have not even been two big splashes.

Lastly, China's leading entertainment film company should also invest in two.There was no result.

Knowing that Li Ruigang had a lot of dealings with News Corporation, Zhang Yida entrusted him to introduce a senior executive of News Corporation.

As a result, Li Ruigang invited James Murdoch, the heir to the media empire.

Zhang Yida couldn't help sighing, a big boss is a big boss, and he really has a wide range of friends.

Little Murdoch is actually not young anymore. He was born in 72 and is already 45 years old, so he is considered a middle-aged man.

Wearing glasses, he is very gentle, and looks very similar to his father.

After he finished talking about News Corporation's past, he brought up the topic of Zhang Yida.

"I heard that Mr. Zhang is still a senior in the history department of Capital University?"

Zhang Yida smiled, James didn't mention this, he almost forgot that he was still a student.I haven't been to school for almost half a year...

"Yes, I will graduate in half a year."

James smiled and said: "We are quite similar. I also majored in film and history at Harvard University."

"Really? Then Mr. Murdoch must have studied well."

The so-called elite schools in Europe and the United States have already made it clear that donations are accepted. Zhang Yida does not believe that Murdoch was admitted by himself.

James said thank you, and continued: "Actually, I also started a business when I was in college, but it was far less brilliant than Mr. Zhang.

In 1995, during my junior year, I dropped out of Harvard University and partnered with two classmates to open a hip-hop record label.

In one year, the company's annual profit reached 250 million US dollars.

Well, sounds good, right? "

Zhang Yida spread his hands, "Of course, I was just born in 1995, and the $250 million at that time was at least equivalent to the purchasing power of $2500 million now."

James laughed, and then said: "But one of my colleagues at the time said: At that time, there were indeed many people who wanted to sign with us, but they just took a fancy to the surname 'Murdoch'.

Then another year later, my dad bought the record label.

This is the end of my entrepreneurial venture, and I also "reformed" and started my career in News Corporation.

Therefore, I have full respect for a self-made man like Mr. Zhang. "

After Zhang Yida listened to it, he commented: "Joining the News Corporation, passing on the business that the old Mr. Murdoch passed on to you, and taking it to a higher position, it can be regarded as a kind of entrepreneurship!

Well, maybe it could be called an "intrapreneurship." "

"Haha, Mr. Zhang, you are really humorous."

James glanced at Zhang Yida, and said, "I heard from Mr. Li, Mr. Zhang, do you have an important cooperation with me?"

"That's right, my Musical.ly short video app and Mobao Pay plan to enter Australia, and I hope to have some cooperation with News Corp.

In addition, Musical.ly is also expanding aggressively in other parts of the world.And News Corporation has TV networks all over the world, I think we can also carry out some mutually beneficial cooperation. "

James nodded and asked again, "Is it just an advertisement?"

"If News Corp wants to invest in Musical.ly, we welcome that too."

James froze for a moment, his face gradually became serious, and he said, "We need to think about it."

Zhang Yida understood the other party very well. News Corporation spent US$05 million to acquire MySpace in 5.8, and then lost money year by year. In 11, it sold the Internet company for US$3500 million.

Counting several years of operating losses, the deal cost News Corp. more than $10 billion.

Not to mention a bone-shaking injury, but it was enough to make their flesh ache for a long time.

Now looking at the attitude of little James, it really echoes the old saying: "Once bitten by a snake, ten years afraid of well ropes."

The acquisition of News Corp. is also Zhang Yida's consideration of the various difficulties that Musical.ly will face in international expansion, and Zhang Yida recruited a heavyweight shareholder in advance.

Founded in Australia in the 50s, News Corporation has developed into a media group with diversified development in cable and satellite TV, movies, newspapers, magazines and printing industries, and is one of the largest media conglomerates in the world.

In addition to mastering [-]th Century Fox, the six major Hollywood film companies, he also masters many TV stations and newspapers.In the West, and even in the world, public opinion has great influence.

In the previous life, TikTok encountered a lot of difficulties in European and American countries, even in India and Indonesia, because the shareholders behind it were not strong enough.

In addition to News Corp., Zhang Yida also wanted to get the three major record companies to take a stake in it, so as to solve the troublesome music copyright issue.

It is extremely difficult for a Chinese company to truly become a global giant.It may be that only the national power becomes the number one in the world, or it is not lost to the entire Western world at all.

Only when Chinese companies expand their business internationally can they enjoy truly fair treatment.

Zhang Yida didn't ask any further questions, and quietly waited for James' reply.

"Musical.ly is a great app and my kids use it too.

But investing in Musical.ly required some research. "

After thinking about it, James decided that he still had to treat this matter with caution.

"There is no problem at all, just wait for the good news!"

The two continued to chat for a while about the cooperation between Musical.ly and Mobao Pay, and finalized a rough cooperation framework.

News Corporation uses its media network to help Musical.ly promote, and Musical.ly pays News Corporation an advertising fee.

News Corporation invested US$980 million, and Ruixiang Group invested US$1020 million, totaling US$2000 million, to establish an Australian mobile payment company.

The proportion of shares is 51% held by Ruixiang Group and 49% held by News Corporation. They do not participate in actual management and are only financial investors.

Australia has a population of 2400 million and 2100 million Internet users. The network coverage rate has reached nearly 90%, and the smartphone coverage rate is 76%-80%.

At the same time, Australia is the third largest overseas destination for Chinese tourists. In 2016, the overseas consumption of Chinese tourists in Australia reached 90 billion Australian dollars, equivalent to 450 billion yuan.

It's a mosquito's leg, and Zhang Yida doesn't dislike it. International expansion can't be rushed, it can only be done step by step.

……

In the early morning, Beckham, wearing a football uniform, appeared on the green field.

He is doing running practice with a ball and a Labrador beside him.

Then the camera turned and appeared at the scene of the game.

Beckham was sweating on the court, while the Labrador squatted in the stands to watch the game.

The scene changes again.

Beckham failed to win the championship and shot the goal like venting in the rainy night.

The Labrador brought the umbrella and came to Beckham.

Beckham worked hard and finally won the championship.The Labrador rushed to the podium and kept wagging its tail at him.

Beckham patted the dog's head, and then magically pulled out a bag of dog food...

This advertising video shot by Beckham for Dogford soon appeared on major video platforms, sparking heated discussions.

On the Douvision platform, a "pet buddy" challenge was launched.

Many users imitated Beckham's advertising video, took pictures of themselves and Gouzi's daily life, and uploaded the videos to the DouTV platform.

Although the creative of the ad is very general, it highlights the friendship between humans and dogs, which is quite touching.

Especially on rainy nights, the scene where Gouzi gave Beckham an umbrella in the rain was blown away by users.

So some users imitated this scene and performed "a dog giving an umbrella" on a rainy night.

Zhang Yida watched the related videos, almost dying of laughter.

Some users did not wait for the rainy weather to create artificial rainfall with water pipes...

There are also users who let Gouzi perform to pick up the courier, and ran home from the courier shop with a cardboard box in his mouth.

Through this advertisement, Dogford got great product exposure.

Zhang Qinghua specifically called Zhang Yida, saying that the 7500 million flowers were worth more than dog food could be produced.

Zhang Yida made a special trip to call Beckham to express his gratitude.

"Mr. Zhang, you don't need to thank me, this is what should be done."

Beckham was also very happy about Zhang Yida's compliment.Dog food is selling well, and he once again proved his commercial value.

Although my brother is old, this fame can last a lifetime.

"By the way, Mr. Zhang, Levi, the owner of Tottenham, wants to meet with you to talk about the acquisition."

(End of this chapter)