Tuesday, November 7, 2000, was the beginning of winter.
It was an ordinary day, and nothing major happened at home or abroad.
However, today is a relatively tense day in the mobile phone industry.
Why, because Jiang Yan, the most popular celebrity in domestic entertainment, will announce which mobile phone brand he will endorse tomorrow.
Regarding a celebrity's endorsement decision, in fact, in the past, or for many years to come, this kind of thing is unlikely to affect an industry.
After all, this is just an endorsement.
But Jiang Yan is different.
Olympic champion, King of Pop, best screenwriter, and popular niche.
Sports, music, film and television, everything is top-notch. This is a pure cross-border leader.
This kind of achievement is really not something that ordinary people can achieve. It can be said that no one in the past and present seems to be able to do it nearly as well, and others can't even think of cheating.
Therefore, this has also brought Jiang Yan super popularity. With the blessing of a large number of fans and the national halo, Jiang Yan has become the number one target of major brands in all walks of life.
What's more, Jiang Yan's endorsement effect is far beyond what can be measured by ordinary standards.
At this time, in a hotel not far from Hengdian Xingchenhai Park, people from Bird were conducting a last detailed review of Jiang Yan's commercial value.
The first is Jiang Yan’s status among celebrities.
Regarding this point, brands and people in the entertainment industry actually have different measurement standards.
The entertainment industry of this era mainly measures an artist's status by looking at whether he has representative works, whether the works have high ratings, and whether he has won major awards.
Brands, in addition to looking at the popularity of the celebrity, mainly look at the effect of the celebrity's previous endorsement of the brand. After all, this is the main purpose of finding a celebrity to endorse.
For Jiang Yan, obviously these two problems are not a problem.
I won’t talk about the entertainment awards, but only the “ability to carry goods”.
"According to the existing data, among the brands endorsed by Jiang Yan, the lowest two-year sales growth rate is Mercedes-Benz, which is only 190%, and the highest is White Elephant, which is no less than 1100%..." An employee showed the data to
Popular science.
Although in his words, this person always used words such as "only" and "not less than" that seemed not optimistic, but the actual data in front of him made everyone present feel jealous.
Just take the nearly double sales growth rate of Mercedes-Benz as an example. Its ability to "bring goods" is absolutely terrifying. After all, Mercedes-Benz cars are big items and ordinary people can't really afford them.
Although there are factors in this that the brand has increased investment and penetrated into the market, this is also a real achievement. Otherwise, it would be a horizontal comparison, let alone other superstars, against Brother Long... So you see, Jiang Yan is
His "carrying ability" is simply unparalleled, and he is considered unparalleled among the top stars.
Based on this alone, there is absolutely nothing wrong with taking down Jiang Yan.
Moreover, Jiang Yan will also buy one get one free this time, signing an endorsement and getting advertising. The theme is science fiction, and the shooting cost is 30 million!
Although some people think that Jiang Yan proposed this model to accumulate funds and experience for Xing Chen Hai's next movie.
But it doesn't matter, we don't care.
And science fiction is good, and mobile phones represent science fiction.
Of course, the most important thing is that Jiang Yan did this before signing the contract. This is to advertise the brand he will endorse in the future. You see, there are a lot of media paying attention to which company can win the last prize. Therefore, in the market
Many mobile phones have already begun horizontal evaluation, and the publicity campaign among mobile phone manufacturers has also begun. These actions have attracted the attention of potential users, so if anyone really wins Jiang Yan in the end, in a sense, this is
It means that the brand has been number one for a period of time, and the benefits are simply huge.
So the next step is how to take down Jiang Yan.
There are still many mobile phone brands in China.
Domestic ones include TCL, Waveguide, Amoi, Kejian, Southern Hi-Tech, and Eastcom.
Non-mainland companies include Dibite from Bayan, Samsung from Korea, Nokia from Finland, Ericsson from Sweden, Motorola from the United States, etc.
Regarding competition in mobile phones, waveguide has little technical problems compared to domestic brands, but it actually has a big disadvantage compared to foreign brands.
But finding endorsements is not a technical issue, but more of a marketing issue.
Regarding marketing, waveguide also has great advantages.
Why, just because we are number one among domestic brands, and we have a grand international strategic plan in the future, and are a proper national brand, is this a plus?
In addition, Bird has also prepared an unprecedented endorsement fee and a series of publicity plans. Judging from the current information, Bird is definitely ranked first, which is another huge plus point.
Of course, the technological gap must also be faced squarely. The technology of mobile phones currently on the domestic market is basically not domestically produced, so it is actually understandable for Jiang Yan not to sign for a domestic brand.
But it doesn’t matter. Waveguide technical director Li Mao has already made a strategic breakthrough:
"We have already signed a pre-purchase agreement with the technology company codenamed 001. The other party said that the current technology is in the final verification stage and will be ready for the market in as soon as half a year. We are the first company shortlisted."
This news made everyone present very excited.
"Codename 001" is a technology research and development company registered in Xiangjiang. This company is not well-known, but in the eyes of people who really understand technology, it is really a big company. They now hold advanced patents for mobile phones.
There are as many as 5,000 items, such as cameras, antennas, batteries, etc., and many technologies are developed in a different way. They look more advanced and will not cause many disputes. Therefore, even Ericsson and Nokia are not even close to it in terms of technical level.
It can be said that whoever cooperates with them will truly represent the highest level in the world.
So with this pre-purchase agreement, it is even more certain to sign Jiang Yan when the time comes.
This chapter is not over yet, please click on the next page to continue reading the exciting content! But having said that, no matter how strong the advantage is, it still depends on shouting, so for now, marketing is still the most important part.
Bird’s boss knows that there are people in the industry who have strong marketing capabilities, and it’s not like Bird doesn’t take them seriously.
However, from the available information, he felt that except for a few foreign brands that would use their technical advantages for marketing, the heads of other manufacturers were really not worth mentioning.
"Boss, you forgot that there is another one." Someone reminded at this time.
"Are you talking about Miss Dong?" The boss of Bird smiled when he heard this, "I admit that this Miss Dong is indeed very capable, but there is a saying that a clever woman cannot make a meal without rice. With her Tesla's current
The aircraft models and technical reserves are useless even if Jiang Yan is signed."
The Bird boss said with a confident smile: "Besides, even if she is an opponent, it will be announced tomorrow. Tesla has not submitted a plan until now. Even if she wants to come over to talk, she has not even bought a plane ticket now. What do you think?
No matter how awesome she is, how can she get from Yangcheng to Hengdian in one night? How can she capture Jiang Yan if she can’t come? Even if she comes, how can she defeat Jiang Yan within a few hours? Haha, so Tesla is nothing to be afraid of!”
The Bird boss waved his hand and focused the next topic on how to benchmark against foreign manufacturers such as Nokia, Ericsson, and Motorola.
An office building in Yangcheng.
Before the Tesla headquarters was built, the administrative center was located here.
The one-story administrative center looked a little empty three months ago, but today, all the necessary personnel are in place.
This proves that Ms. Dong’s work progress has basically reached a stage, and the next step is to officially start working on the market.
In the conference room, Miss Dong was holding the nth meeting today. After the meeting, Miss Dong routinely asked if there was any additional explanation, so a senior executive from the publicity department asked directly:
"Mr. Dong, can we ask Jiang Yan to be our spokesperson?"
As soon as this question was asked, almost all the senior officials looked at him with suspicion.
"Reason." Miss Dong didn't even raise her head.
"Jiang Yan is very suitable for our products. This is the best choice for our group..."
Tesla Group is now under considerable pressure and bearishness from all aspects.
There are many reasons, the most important one is Miss Dong.
A salesman of air conditioners changes his job to start a company to make mobile phones? Can this mobile phone be used?
This is the point that colleagues question the most.
Tesla's products have not yet been announced, so these doubts only remain among insiders.
And once it goes on sale, this kind of doubt will soon be implanted in the minds of consumers by peers.
Once an impression is planted, you have to pay an unimaginable price if you want to clean it up.
Unless your own products can overwhelm your peers, but currently, this is difficult to achieve.
The Tesla mobile phone models that are about to be launched have been seen by the senior executives here. The high-end models have powerful functions and full selling points. However, the price has not yet been determined, and it will definitely not be low, so this is not the main model, but the low-end model.
The same may be true for the main models. There won't be much of a gap in terms of functionality, and the cost may be higher than its peers, so what we can do now depends on marketing.
Marketing is all about brand image, so spokespersons are very important.
The reason why Jiang Yan is suitable is also very simple. In addition to the commercial value in entertainment, wasn't he not expected to compete in the Olympics at all at the beginning? Now look, he is the direct champion, proud and proud!
The same goes for Tesla. Everyone is not optimistic about it now, but as soon as the high-end models come out, combined with Jiang Yan's endorsement, the brand image is immediately established, and won't it be easy to do next?
However, imagination is beautiful, but reality is cruel.
A few days ago, Jiang Yan said that he would endorse mobile phones, which prompted almost all mobile phone brands to send proposals, but Tesla was just as indifferent as those small manufacturers.
Therefore, many people in the market feel that Tesla has given up on this competition.
This is a natural loss, so many brands are even more bearish on Tesla.
Such sentiments have also affected Tesla internally to a certain extent.
So after the people from the publicity department finished talking, someone asked a question:
"Jiang Yan is indeed suitable, but according to the information we currently have, Bird is planning to sign him with an endorsement fee of more than 100 million per year. This amount is very stressful."
Another person also said: "Besides, Jiang Yan is famous for choosing brands. Even if you have money, you may not be able to get him."
As soon as these questions came up, everyone thought it was very difficult, but the person from the publicity department said: "Mr. Dong, you have had a relationship with Jiang Yan. Is there anything you can do?"
After hearing this, Miss Dong raised her eyes and glanced at the leader of the publicity department. From her eyes, Miss Dong also saw a trace of doubt about her boss.
Looking at other people, their eyes may be confused, dissatisfied, or indifferent, but most of them are tired, and only a few are optimistic and passionate.
Miss Dong understood without thinking too much.
That's right, the company has just been established, and these people are just working hard under their own high-pressure management, with very little rest time every day. It's been almost 5 months now, and high-end mobile phones have not been released, and the models that have been released are also fake phones.
, and the cost has not been announced, so even if employees are confident now, they are somewhat shaken.
What if the cost of the machine is very high? What if there is little response from the market? What if the company's cash flow is insufficient...
In short, the group really needs to give everyone a shot in the arm at this time, or in other words, it's almost time for a showdown.
So Miss Dong glanced at the time and said: "It's almost time. Lao Wang, Xiao Zhang, Xiao Li, you follow me to Hengdian."
As soon as he finished speaking, the senior management was surprised before his name was called. A leader in the sales department who was not called by his name blurted out: "Didn't you book the flight ticket?"
Likewise, as soon as this person spoke his words, Miss Dong's meaningful eyes flicked over to him.
And the leader of the sales department also knew that he had been exposed.
This chapter is not over yet, please click on the next page to continue reading! At the same time, some of the others also knew about this situation, so a more pessimistic mood filled their hearts.
If the bosses of such an important sales department are from other companies, is there any hope for Tesla?
The three people named are probably aware of the situation, but they are all confidants, so they are more angry at the moment, but the pessimism is still there. After all, the situation is indeed not good.
However, Miss Dong didn't care at all. She didn't even have any emotions. She just took one look and continued to lead the three people with complicated moods out.
Half an hour later, a group of four people from the Tesla Group met up with three other unknown middle-aged people at the airport.
Later, everyone boarded Ms. Dong's private business jet in surprise.
On the business plane, Miss Dong introduced everyone to each other. Only then did the three close friends know that the three middle-aged men were in charge of production.
After getting to know each other, Ms. Dong then explained that the business jet was the property of the Tesla Group.
"It's not expensive, less than 30 million US dollars."
After saying that, Miss Dong asked several of her confidants who were in severe mood swings to sign confidentiality agreements.
Business jet, confidentiality agreement, go to Hengdian...
At this moment, everyone finally began to feel that things would be beyond their expectations.
Sure enough, two hours later, everyone landed at Yiwu Airport, and an hour later, the convoy entered the Stars and Sea Park in secret at night.
When everyone saw Jiang Yan, who could only be seen on TV, in a quiet office in Xingchenhai Park, everyone was speechless.
However, everyone's opinion of Miss Dong at this time was still: The boss is awesome, even if she has money, she still has connections, so she made an appointment with Jiang Yan without even knowing it.
But at the same time, several confidants were excited and worried about how to deal with Jiang Yan next? National brand? Technology? Charity? Workers' treatment?
They still lack confidence. After all, they know that favors belong to favors, and sometimes favors cannot be used as food. After all, celebrities also pay attention to brands, and Tesla's current situation is actually not very able to support Jiang Yan.
This level of endorsement...
But when Miss Dong opened her mouth, she said to Jiang Yan: "Boss, here's the gold medal, show me quickly."
When everyone heard this, their heartbeats suddenly skipped several beats.
Damn it!
The boss calls Jiang Yan “boss”?!
So Jiang Yan is my big boss?!
Everyone was instantly excited at this moment.
However, tonight's shock is far from over.
When Ms. Dong finally presented in front of everyone several models that were about to be launched this time with functions that exceeded expectations, and announced their lower costs than expected, everyone almost jumped up with excitement.
If you can't win such a wealthy battle, you really should kill yourself with a piece of tofu!
At this moment, they saw an extremely bright future.