Rebirth of the Burning Era

? After the reform and opening up, the planned economy gradually disintegrated, and the commodity economy flourished.

Since it is a commodity economy, there are no planned indicators of 'designated production and designated procurement' before, so how to make products known by the market, accepted by consumers, and bought from consumers' pockets becomes the most important thing for entrepreneurs. One of the things to consider.

Trade, production, R&D, and the three carriages have become the three essential driving forces for every enterprise. Among them, trade is the most important for most Chinese enterprises in the decades after the reform and opening up. The driving force far exceeds the other two.

The core of trade is marketing, and the core of marketing is advertising.

After the reform and opening up, a variety of marketing methods have emerged. Newspaper TV advertisements, old expert platforms, celebrity endorsements, door-to-door sales, etc., can all be classified as advertisements.

Among all the means, the one with the best effect and the most explosive model is undoubtedly the golden advertisement of CCTV.

none of them.

Those who win CCTV win the world. One year of CCTV's golden advertisements can make an obscure product become a well-known brand familiar to the people across the country. This situation has continued until the popularity of personal computers and the real opening of the Internet era. After obtaining information through TV, CCTV's prime-time advertisements gradually became more rational.

Of course, the price to be paid to achieve this effect is also astonishing. Most of the big bosses in most places are all worth together, which is only enough for the three to five seconds of CCTV's prime time advertising time.

Liang Yifei traveled with Zhang Feng from the provincial TV station. CCTV stipulates that the bidding advertisement must be represented by an advertising company. Zhang Feng is an insider and has been in charge of the publicity of Liang Yifei's products before. Room, registered an advertising company.

In the studio stage, Liang Yifei can let it develop, but since it is a formalized company, it is related to future advertising, so it must be controlled. The newly established Phoenix Announcement Company is still hosted by Zhang Feng, and Liang Yifei holds 90% of the shares. , the boss behind the scenes.

Ding Jingjing is a controlling shareholder in an entertainment company, and he also has to cooperate with advertising media. There is not much to do recently, so he just came to see the world together.

After getting off the plane, I went straight to Media Center, a comprehensive business hotel that looked like a flat book from the outside.

Before 1994, the Media Center was not well-known. It was unknown in the capital with many five-star hotels. The annual advertising revenue of CCTV was only 70 to 800 million yuan, which was not as good as a large private enterprise. The Ministry welcomed a new generation of leaders, and put out all CCTV prime-time advertisements for bidding like an auction. CCTV established its status as a Chinese media giant in one fell swoop, and its annual advertising revenue also soared to over 3 billion.

And this seemingly ordinary media business center has also become a **** battlefield for Chinese entrepreneurs to compete for the standard king.

Liang Yifei got the time wrong at the earliest. The bidding date was November 8. The homophonic sound of "to be released" was not the end of October as he thought, so it was delayed for a while, but it took more time to raise funds.

He has come from the past, and he is very clear that there are infinite possibilities for such auctions. In the 1990s, more than 99% of the companies put advertising as the first priority. This year, there is another such as himself that should not exist The spoiler, it is possible for CCTV's best time advertisements to shoot at what kind of sky-high prices.

Money is heroic courage, and it's best demonstrated at the Media Center.

"What is that?" Ding Jingjing pointed to a large open space outside the Media Center and asked curiously.

The area of ​​the open space is not small, about half a football field. It looks like a parking lot, but the ground has not been leveled. It is still compacted with loess. A row of national flags is even more than half a head higher, but there is no flag on it, but a thing like a crown.

A stadium is not like a stadium, and the parking lot is not like an open space in a parking lot. It appears very abruptly on the edge of the modern Media Center.

"Bullring." Zhang Feng showed an expression that only those who know the inside story have, pointed to the flagpole in the distance, and said, "This is your first time here, you can't feel it, this bullring is not a bullfight. , but ambitious entrepreneurs vying for the crown of the Media Center."

For a man or an entrepreneur, winning the championship is a very exciting thing. Unexpectedly, Liang Yifei squinted and looked at the flagpole for a while, his thin lips rolled, and two words with a sneer came out.

'childish'.

...

Approaching the tender, there are many people in the Media Center with accents from all over the world and wearing old-fashioned suits in Liang Yifei's eyes. Stock rich atmosphere.

There were too many people in the Media Center to go through the check-in procedures, and there were no extra rooms. The three people only opened two rooms, and Liang Yifei and Zhang Feng made do with one room.

"Battle preparations" were made in the room.

Zhang Feng had a lot of information on hand and sent it to Liang Yifei and Ding Jingjing.

"This year is only the second one, but after the first auction, the Bid King's advertising effect was really good, so the popularity of this year's bidding event increased suddenly. It is expected that the Bid King will also break through the sky-high price and rise sharply." Zhang Feng said.

"Last year's Biao Wang was..." Ding Jingjing flipped through the documents in his hand.

"The Confucius House banquet." Liang Yifei inadvertently called out a name and said, "You don't usually watch such a big color TV in your house."

"Oh, yes." Ding Jingjing was stunned for a moment, then shook his head and smiled. Where is the need to check the information? In 1995, the advertisements of the ~www.readwn.com~Confucius House Yanjiu were not available during the prime time of CCTV. Stop bombing.

Zhang Feng nodded and said, "Last year, there were only a few 90 companies in CCTV's first auction, and they were all powerful. Confucius House Wine and Sun God were the most determined to win, and their strength was sufficient. Everyone thought that the final competition would be the best. It started between these two companies, and I didn’t expect it to be won by a previously unknown company in the end.”

"Confucius House Wine, Confucius House Banquet Wine? It's not a family." Ding Jingjing said.

"House wine is a big brand, Confucius' house wine..." Zhang Feng thought for a while, and said with a smile, "This is just like Coca-Cola, just like Coke. At the time, Yanjiu was only a small local winery, relying entirely on imitating the Confucius family wine. No one would have imagined that such a small miscellaneous brand would actually charge a sky-high price of 30.8 million in one fell swoop and won the The first landmark king."

"30.8 million?" Ding Jingjing looked at Liang Yifei, the price is not low, but for Liang Yifei, as long as he thinks, it is not a sky-high price.

"That was last year's price." Liang Yifei probably guessed what she was thinking, shook his head, and said, "Mr. Zhang, how much has the sales increased after this banquet won the bidder king?"