Chapter 427 Masayoshi Son’s life mentor’s request for help
"McDonald's entered Japan one year later than KFC.
But KFC achieved great success in its first year in Japan..."
Tokyo, in the reception room of Dadi Advertising.
The host and guest sat at separate tables.
At this moment, the Japanese McDonald’s executives were describing their intentions:
"Although McDonald's performance is not bad in Japan, in comparison, the locals are more friendly to KFC..."
"There is a very special habit in Japan,"
At this time, Yu Sigui looked at the two domestic guests and spoke in Chinese:
“Every year when Christmas comes, there will be a long queue at the door of KFC in Japan.
Local people eat KFC on Christmas, just like we eat mooncakes on the Mid-Autumn Festival and rice dumplings on the Dragon Boat Festival.”
"I've noticed this before,"
In the 1970s, Pujiang Advertising Company's main business was overseas.
Therefore, Huang Hua’s visits to Japan are quite frequent:
"But I still can't figure out why they do this. Other countries don't celebrate Christmas like this."
"That is to say," Yu Sigui smiled and shrugged: "I don't know the specific situation."
In 1970, Mitsubishi Corporation, one of the "Royal Three" of the Mitsubishi Group, established Japan's KFC with its parent KFC in a 50-50 share ratio.
In the first six months since its opening, local people were not very convinced.
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 instead of turkey to the students, I was awakened by the scene of enthusiastic cheers in front of me.
The next day, the talented store manager put a Santa Claus cape on the KFC colonel in the store.
And promptly hung up the slogan: Eat KFC on Christmas.
After one operation, the sales volume on that day was several times higher than usual.
Since then, the promotional slogan "Eat KFC for Christmas" has been rang out.
Every year since then, KFC will launch corresponding Christmas dinner buckets for the whole family and various small gifts every year.
Anyone who doesn't make an appointment in advance will have to go to the store and queue up on the day.
After doing this for many years, Japan-I really thought that this is how Christmas is done abroad.
Therefore, this time of year is the most embarrassing time for McDonald's.
The crowd would rather line up next door than come here, which is really a sight to behold.
…
At this moment, the three people looked at the two McDonald's supervisors with smiles on their faces again.
"Look at it this way, every Christmas season,"
Jiang Shan looked at the other party and said, "Your company can only watch KFC count money?"
Jiangshan's question is very straightforward and directly related to economic interests.
Seeing this, the two people at McDonald's looked at each other curiously: "Excuse me, are you..."
"Sorry, I forgot to introduce,"
Jiang Shan handed over a double-sided business card in Chinese and English: "Chief planner of Chunfengdu Advertising, Jiang Shan."
"Oh, so you are Chunfengdu's advertising planner..." The other party took the business card and looked at it carefully.
At this moment, Yu Sigui bit her lip and suppressed laughter: Anyway, you are the only one in this company, you can call it whatever you want.
Huang Hua still had a semi-permanent smile on his face: Xiao Jiang is still young, if it were me... I would directly become the chairman.
The two of them laughed lightly.
The two people at McDonald's over there quickly exchanged glances: Sure enough, the relationship between Dadi advertising and Chunfengdu is unusual.
"In fact, we at McDonald's spend a lot of money on publicity every year,"
One of the executives introduced: "You know, our chairman is a person who is very good at business..."
"Well, I know that," Yu Sigui nodded heavily:
"Their chairman published a book a few years ago called "I Am the Best Money Maker". I even bought a copy at that time."
Like KFC, McDonald's is also a restaurant group that adopts a "franchise chain operation" mechanism.
But it is different from KFC's "Mitsubishi Corporation".
When Fujita, the Japanese head of McDonald's, first prepared to join McDonald's, his entire net worth was only $50,000.
But Fujitada, who believed in his own vision, bravely walked into the local Sumitomo Bank and applied for a loan.
At first, the manager of the Sumitomo branch had no intention of talking to him.
It wasn't until Fujita left and returned that he said: "Sir, do you know where my $50,000 deposit came from?"
Look at what he asked, it really got to the bottom of the other person's heart.
The manager of the Sumitomo branch has long been curious about how the young man in front of him got this huge sum of money:
"I am indeed very interested in your deposit."
"This is the savings I saved over 6 years. During these 6 years, I kept saving 1/3 of my salary every month.
I am unshakable, no matter how difficult the days are, I grit my teeth and persevere.
In fact, when I graduated from college, I made a plan to save $100,000 in 10 years.
But now I have encountered the best opportunity, so this plan has to change!"
After Fujitata left the bank, the branch manager immediately called the bank where Fujitada deposited money.
When he learned that the other party was indeed making a solid monthly deposit, the manager began to formally consider Fujitada's loan application.
Because, although I, a manager who is nearly 60, has an income that is many times higher than that of the other party, until now, he does not have as much savings as this young man.
"Work hard young man, I guarantee you will be very promising."
In this way, Fujita finally got the start-up capital to join McDonald's.
It must be said that he is very lucky.
As long as you change the manager, nothing will happen next.
However, this Fujita is indeed very business savvy.
Not only did it introduce McDonald's, but it also franchised several popular products.
At that time, after he published the book "I Am the Best Money Maker", a lot of young Japanese people were excited and ready to take action.
After seeing this book, Son, who was in a period of confusion, made hundreds of phone calls to Fujitada's company.
After that, I simply bought a ticket and met offline.
[Don’t look at past industries, pay attention to future industries. Computers should be the industry you want to enter. If I were you...]
Fujitada’s words directly illuminated Son’s financial path.
This kid turned around and went back to school to sell video games.
…
“This year is the 25th anniversary of the establishment of McDonald’s restaurants. In order to make McDonald’s more glorious, McDonald’s restaurants around the world are increasing their publicity.
Not long ago, the world's 1,000th McDonald's restaurant officially opened in your city of Xiangjiang..."
"No wonder McDonald's in Xiangjiang will launch a full-line advertising tender,"
Yu Sigui looked at Jiangshan: "It turns out it's the 25th anniversary."
Jiang Shan nodded: "This is a good thing!"
After learning about Jiangshan's true identity, the two executives only had Jiangshan 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 must take advantage of this opportunity to continue to promote several drive-thru restaurants in Tokyo and Osaka.
Secondly...have you seen the commercial McDonald's launched a few months ago?"
Looking at each other's questioning eyes, Jiang Shan and Huang Hua looked at Yu Sigui together.
Jiang Shan: “Have you seen it?”
"What are you seeing?" Yu Sigui said, "I've been with you these past few months!"
Hearing this, the three people had no choice but to look at each other again: "I haven't seen them before."
Suddenly, the two McDonald's executives had a little doubt about the ability of the advertising people in this room.
Speaking of going to heaven, the people in front of me are also people from a third world country.
Can he really help his company?
But then I thought about it.
There are so many wonderful cases posted on the wall at the door, and it seems that there is no room for doubt.
"I'm sorry, you two," Yu Sigui looked at each other apologetically: "A while ago, our team was following up on another advertising project..."
"When you came here, did you see the mineral water advertisement outside the building?" Jiang Shan pointed out the window: "That is the project we are currently working on."
"oh,"
The two people opposite me remembered: "It's normal for you guys to have never seen that advertisement. It just so happened that we brought the advertisement today."
A few minutes later, the video recorder in the living room started running.
When the TV screen lit up, a McDonald's executive also introduced:
“The promotional theme we established this year is to create a fairy tale-like dream theme.
Therefore, the advertising company planned an advertisement based on this theme, and originally we thought it was okay.
But after it was broadcast, it didn’t have any effect, and it even received a lot of criticism.”
Jiang Shan's eyes were fixed on the TV: "Why?"
"Not only did I not see the cuteness in it... but it also frightened some of the children."
At this moment, Jiang Shan, who had been staring at the screen, also noticed it.
There is no way, let alone the Uncle McDonald's of this period.
Even if we move it further, there are still many people who cannot accept it.
After all, adults sometimes feel uncomfortable looking at this thing, let alone children.
On TV, on a river with dense jungle on both sides.
Uncle Madonna led several children on a small boat.
They looked down at the map for a while, and looked up at the telescope for a while... They were all looking for McDonald's.
Suddenly, the uncle's red lips curled up and smashed a huge boulder in the middle of the river.
Then there was another scream, and the boat full of children screamed loudly and fell down a waterfall.
At this moment, a string of music started playing, and the group of children who fell into the waterfall were happily sitting in the McDonald's restaurant again...
"How about it,"
After the commercial ended, a McDonald's executive asked: "If you were asked to evaluate it, what do you think of this commercial?"
Huang Hua looked at Jiang Shan with a smile on his lips, and then continued to smile without saying a word.
Yu Sigui shook his head gently: "I don't feel very good?"
Let alone Jiangshan, even if she were to take action, it would definitely be better than the one above.
"The original intention of the designer was to create a story about children and Uncle McDonald happily exploring the forest while looking for a McDonald's restaurant." Jiang Shan said slowly.
"That's right," the other party nodded and admitted, "This is indeed the plan."
"It's a pity," Jiang Shan said bluntly: "In the eyes of the audience, the one sitting on the boat with the child is the most terrifying."
Jiang Shan kept smiling when he said this.
And the people on the other side who heard this also laughed, it seemed that this was really the case!
"We have stopped this commercial now, so McDonald's is in urgent need of another commercial to go online."
"If you are interested in Chunfengdu and Dadi Advertising, you are welcome to contribute to our McDonald's!"
After that, an invitation letter for the pitch was placed neatly on the table.
It turns out that "Wonderful Night in the Forbidden City" had not yet been released.
McDonald's promotion department did not put "spring style" into the pitch camp at all.
"Can I ask," Jiang Shan said, "which advertising companies participated in this pitch?"
“Local companies include Dentsu and Hakuhodo,”
The supervisor of McDonald's did not hide it: "Foreign-funded companies include Ogilvy and Leo Burnett."
Hearing this, Yu Sigui, 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 across from them, the two supervisors decided to go through with the ceremony:
"But in our opinion, you also have your advantages. Otherwise, we would not invite you personally."
…
After sending away the big client, the three people on the sofa in the living room were either crooked or lying... anyway, they were basically just a pile of loose sand.
"What do you two say?" Huang Hua looked at them and smiled: "Do you still want to do this order?"
"..."
Yu Sigui hugged her legs and rested on the single sofa. She opened her mouth and then closed it again. She said with a sad face:
"I really want to do it...but, I'm afraid I won't be able to do it!"
"yes,"
Jiang Shan leaned on the sofa and sighed: "After all, McDonald's is so proud that it can actually bring four masters together."
"No, it's just us, little one,"
Yu Sigui looked at Jiangshan eagerly: "Jiangshan... please think of a way!"
"Let me take a closer look first," Jiang Shan stood up and turned over the bidding invitation on the table.
"The bidding will be opened on site, transparently and openly," he tapped the invitation letter: "This is good."
"It's so exciting, I can't stand it." Yu Sigui was afraid of competing on the same stage and demonstrating live.
This is one of the reasons why advertisers hate "pitches".
"Look,"
At this moment, Jiang Shan had already analyzed:
"The most written introduction on this invitation is the McDonald's drive-thru restaurant."
"In other words," Yu Sigui: "The drive-thru is the focus of this advertisement."
Jiang Shan continued: "The two people mentioned before that McDonald's current promotion focus is to create a fairy tale-like dream world."
"It's a pity that the previous advertisement failed,"
Huang Hua also came to Jiang Shan's side and looked at the invitation 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 kind of restaurant is different from ordinary drive-in restaurants in that it is a mobile operation.
To put it simply, it is a McDonald's restaurant with no surroundings, with dine-in indoors and cars all around the outside.
People sitting in the car order food at the first window.
After turning a corner, go to the next window to pick up your meal.
You can buy a delicious McDonald's without even getting out of the car.
This thing is quite interesting to talk about!
In later generations, driving schools, gas stations, and highway toll stations all opened McDonald's drive-thrus.
During the epidemic, there were even spectacular scenes of long queues of cars.
"Look at this,"
Huang Hua pointed to the invitation and said:
“In fact, early on, the suggestion from McDonald’s headquarters was to open a drive-thru restaurant on a major traffic thoroughfare in Tokyo.
But Fujitada still insisted on opening the first McDonald’s in Ginza.”
Hearing this, Jiang Shan suddenly became excited: "Should we go to Ginza right away and have a look?"
"Now?" Yu Sigui: "How about we go check out the drive-thru restaurant first."
In Miss Yu's opinion, Jiang Shan must first gain some knowledge before he can make any use of it.
"I can do it," Jiang Shan said nonchalantly, "What about you, Lao Huang?"
"Me too," Huang Hua said with a smile, "You can eat anything."
Yu Sigui: "..."
…
Inside several advertising agencies in Tokyo.
Facing a table full of design drawings, the McDonald's docking teams from each company are racking their brains to discuss and study.
In their view, the other three pitch companies cannot be underestimated.
Compared to them, the advertising team that was the last one to receive the invitation was currently staring at the McDonald's menu...
