Chapter 117: Strong to the end

Speaking of this, Fan Wubing suddenly had an idea again, so he said to Lao Chen, "Do you want to make your job easier and your advertising income higher?"

"I dreamed of it!" When Old Chen heard Fan Wubing's words, he was so excited that he almost cried.

It is obviously not that Fan Wubing said this. Judging from the experience of Mr. Chen over the years of dealing with Fan Wubing, he has a very detailed plan to provide him.

Who is Fan Wubing? He is a person who can turn stones into gold. Suddenly he has to have ideas to guide himself, that is not just a talk. He must have received his favor today and felt that he should be rewarded, so he raised this topic.

"Okay, I'll give you an idea." Fan Wubing said with a smile.

What Fan Wubing raised was nothing else, but an eternal topic that made countless companies love and hate it later, CCTV's betting king.

The so-called CCTV bidding king is nothing more than a method of packaging and selling high-quality advertising resources. However, after this bidding king concept is hyped, it will overall raise the threshold for CCTV advertising, so that those with strength can come in and those without strength can continue.

Of course, there are not many people who borrow money to speculate, but the consequences are unpredictable.

On the original historical trajectory, Kongfu Banquet was the first to eat crabs and the first king in history.

Before winning the title, Kongfu Banquet was just a small state-owned enterprise in Yutai, Shandong. In the words of its employees, the output value of the enterprise has not exceeded 10 million in many years. In November 1994, Kongfu Banquet, which had first tasted the sweetness of advertising, walked into CCTV's Media Center like a deer and spent 30 million yuan to take the lead.

In the following year, the heroic advertisements of drinking Kongfu banquets and doing world-class articles were bombarded by CCTV thousands of times, and it exploded a blue sky for Kongfu banquets. In 1995, Kongfu banquets achieved sales revenue of more than 900 million yuan and profits and taxes of 380 million yuan. The main economic indicators entered the top three of the national liquor industry and became a well-known national brand.

However, it was the rapid development of the Kongfu Banquet brand that led to its decline in the future. On the one hand, the domestic liquor market shrank and the national liquor production suddenly dropped by half. On the other hand, when Kongfu Banquet won the bid, he not only did not use the temporary benefits brought by advertising to technological innovation and product structure adjustment, but also made continuous mistakes. In just a few years, Kongfu Banquet disappeared from the market.

Coincidentally, at the second bidding bid meeting, both Kongfu family wine and banquet wine were priced at a high price of 60 million. At the moment of unboxing, the host announced that the new bidding bid was Linju Qinchi!

At that time, people in the venue exclaimed, Who is Qin Chi? Where is Linju?

Qin Chi bid for a price of 66.66 million yuan, which attracted full attention from the media. The concept of the bid was unprecedentedly hyped, and Qin Chi became popular all over China overnight. The boss even said enthusiastically that he would drive a Santana for CCTV every day and earn a Audi back.

Due to media attention, the Qinchi effect has become a sample of rapid brand building.

At the end of 1996, companies from all over the country gathered at CCTV Media Center to collect opponents' intelligence and fire smoke bombs everywhere. However, when the box was unboxing, everyone present was shocked, and even the advertising manager of CCTV exclaimed, "The drunkard is crazy!"

At that time, the accurate price code given by Qin Chi was 321,211.8 billion. The reporter asked how this number was calculated? Qin Chi's boss said that this was his mobile phone number.

After paying huge expenses, Qin Chi repeated the mistake of Kongfu banquets. The huge investment of funds made Qin Chi's industrial structure adjust and it was difficult to accelerate development. In order to ensure market demand, Qin Chi blindly increased production lines and expanded production scale, various indicators began to decline sharply. Later, Qin Chi was unable to bear the heavy burden of huge advertising costs and was forced to resell advertising periods in the middle, which had adverse consequences for the overall marketing and brand image of products and enterprises.

After that, Qin Chi suffered a catastrophe. Qin Chi's large-scale blended liquor sales were disclosed by the media, and its corporate image was darkened and sales dropped rapidly. Qin Chi Laojiao in stock became a real Laojiao.

Afterwards, Aido ended up in a relatively tragic ending. He spent more than 200 million to become the fourth bidder, and in the end the boss was arrested.

After that, the concept of the bidding king was weakened and the price was reduced. It could be won in more than 20 million yuan, and the war was rekindled. After Mengniu became the tenth bidding king with a price of 300 million yuan.

Fan Wubing remembers that Duan Yongping, the boss of BBK, once said that bidding is like queuing up to buy food and groceries every day. Buying advertisements is based on your own needs. What we do is not the concept of a bid. In the eyes of many people, advertising is a magic pill, but in fact it is a double-edged sword, just a link in marketing.

To build a century-old store and an international brand, it is unreasonable to highlight the brand through advertising bombing, but you have to do it within your means and have sufficient control over the market and the situation. In internal management, market development, and quality levels have not yet been kept up, it is not advisable to support the vanity of the bid king with a meager profit.

But for Fan Wubing now, he needs to use intensive advertising bombing to eliminate the negative impact of the human sausage incident on Chundu, re-promote this factory that has become his own company, and re-establish the position of the domestic meat processing brand, so as to prove his super business operation skills and give everyone an irrefutable answer.

For CCTV, packaging and selling advertising time during prime time is also the best way to double revenue, and they have no reason not to welcome the implementation of this strategy.

This is a win-win situation! Fan Wubing is full of confidence in his proposal, because the proposal of CCTV's bidding in history was at the end of this year, and he just advanced the process.

After hearing Fan Wubing's suggestion of packaging and selling advertising time during the prime time of CCTV in the form of bidding, Old Chen was very interested. After he calculated this, if the auction was held in just a few minutes, it would bring a great increase in the income in Taiwan. This achievement would definitely make him famous and become the number one hero within CCTV.

"Mr. Fan, can you help me draw a more specific note? This time it depends on you!" Old Chen asked Fan Wubing to help him very sincerely.

Fan Wubing naturally had no choice but to pay attention. If the detailed documents come from him, it would be easier for him to bid. So he agreed and said that he would go to Beijing in person to discuss the matter with him.

But first of all, Chundu’s advertisements must be restored.

Fan Wubing invested 10 million in advertising expenses in advance, purchased multiple advertising time slots on CCTV and many provincial and provincial stations, and started a intensive bombing for the first quarter. There is nothing else, just to make everyone understand one thing, spring has not collapsed, and under the leadership of Fan Wubing, he still has to be the leader of the industry.

The competition in the advertising industry is not very fierce now. Therefore, after Fan Wubing invested a lot of money, advertisements from all over the country arrived as scheduled, and the advertising effect was very obvious. Only CCTV's "Focus Interview" supported Chundu, and then TV stations from various places launched Chundu advertisements. Now fools know what the so-called human ham sausage is.

So dealers from all over the country began to seize this opportunity and asked to continue ordering. Those who were still asking for returns a few days ago also returned in shame, insisting on continuing to represent Chundu's products, and the unfavorable remarks in various places began to calm down.

Even Boss Zhu called Fan Wubing and asked him about the details of the matter.

The human sausage has a great impact. Although it is a rumor, it spreads very much, spreads widely, and has a very bad influence. Boss Zhu also heard about this incident. At that time, he thought it was a bit incredible and even planned to ask someone to check it out. As a result, CCTV's "Focus Interview" reported in three episodes. He also paid attention to this new program, so he saw Fan Wubing in front of the reporter's secret shot, swearing and resolutely expressing his innocence to the other party without hesitation, and even took out a 100 million US dollars check as a reward, and issued a bold statement like "He comes out, I go in."

Boss Zhu felt at that time, was this kid pretending to be a show-off?!

Based on his understanding of Fan Wubing, this kid has never been the kind of person who is simple and impulsive. I guess this group of reporters from CCTV was used by him instead.

"I feel that there are many performance elements in your style. Have you colluded with them?" Boss Zhu asked directly.

"Am I that kind of person?!" Fan Wubing suddenly felt a little amused, but he had to admire him. Boss Zhu's eyes were still very vicious, and he could actually see this. Could it be said that his performance was not in place?

"You have never been simple, so how could you be so impulsive?" said Boss Zhu.

Fan Wubing thought to himself that you know me better. After thinking about it, he said, "I was forced to do nothing, so I was a little cautious. There is no collusion and collusion, but I found out that their secret photography equipment was available, so I cooperated with it. After all, Chundu Factory still has more than 4,000 employees! I am not afraid of paying a little money and making them bankrupt, but these people's lives are not settled. Besides, do you also believe in the statement that human flesh is added to the ham sausage?"

Boss Zhu smiled and said, "I haven't seen it before, so I won't express my opinion. But I feel like I've seen someone pick up your cash check of 100 million US dollars."

"I guess you want to see the scene where he came out and I went in?" Fan Wubing said with a wry smile.

Boss Zhu laughed and said, "Okay, I won't say that much, I still want to wish you to revitalize all the spring as soon as possible."
Chapter completed!