"Mr. Ye, I think these so-called children's editions, joint editions and couples editions are not the main means of publicity."
Liu Xiao thought for a while and said.
"oh?
Give your opinion."
"I admit that your ideas are very avant-garde. These marketing methods have not appeared at least in China, but judging from the current situation, these methods can only be the icing on the cake. The real main force of publicity still has to start with traditional marketing methods, such as television.
advertise."
Ye Chen nodded after hearing this: "You are right. With the popularity of television, television advertising is indeed becoming more and more effective. This is exactly what I am going to say next."
"Two points, first, buy a prime-time TV program, preferably from 7 to 9 p.m., we will hold a technology conference at this time; second, CCTV's prime-time program will soon start bidding.
Let’s prepare and win this year’s publicity.”
"CCTV?
Mr. Ye, today’s CCTV is not what it used to be. In the first half of the year, a food company won CCTV’s prime-time advertising, and its sales soared. Now, there are countless companies queuing up to buy CCTV’s prime-time advertising, and the prices are rising again and again.
high."
"I know, that company is called Morning Food."
Ye Chen nodded, how could he not know about the company he founded?
In the first half of the year, when Ye Chen was still eating food in the morning, he spent 15 million to buy CCTV's prime time slot for a month, that is, from 7 to 9 pm, on "Weather Forecast" and "Focus"
The fifteen minutes in between "Interview".
During this time period, early morning food advertisements were played over and over again. It was this promotional method that dealt the most fatal blow to Wahaha, its rival at the time.
Only then did the business community notice that the advertising effect of CCTV’s prime time slot was so strong!
For a time, major companies rushed to buy it. The fifteen minutes that were originally vacant between "Weather Forecast" and "Focus Interview" were auctioned for 66.66 million!
Tan Xisong, then director of CCTV's Advertising and Information Department, announced in September that CCTV's prime-time ads would be tendered in the form of monthly packages. He also took this opportunity to come up with a gimmick: Bid King!
What is Biaowang?
That is, whoever bids with the highest price during the twelve months of this year will be the bidding king of this year!
The person who gave the figure of 66.66 million was Shandong Qinchi Winery, and their boss is Ji Changkong.
People in later generations may not have heard of this wine or this person, but at that time it was known to everyone!
Winning the title of CCTV's No. 1 winner for three consecutive years, it instantly became famous. The winery's products are also selling like hotcakes, and its status is not inferior to that of Moutai in later generations.
But in the end it closed down due to various reasons. Of course, these are all things for later.
"Mr. Ye, are you sure we want to buy this prime time slot?
If I remember correctly, the auction price last month was 66.66 million. With our current situation, we may not be able to afford that much money for the time being."
Finance Lao Li looked at Ye Chen's excitement and couldn't help but remind him.
"Why?
Don’t we still have 350 million financially?”
Ye Chen asked rhetorically.
"Mr. Ye, don't touch this money! I've calculated that the cost of our raw materials, plus the expenses of various departments, may lead to a price war with Sony in the future. This 350 million can only be said to be
Just enough!
If we want to buy CCTV prime time, we must prepare at least 100 million in funds, this, this, this..."
Finance Lao Li became anxious as he spoke, looking at Ye Chen as if he were a prodigal son, "Mr. Ye, you don't know how expensive firewood, rice, oil and salt are when you are not a family member!"
"Money is not a problem. If I don't have enough money, I will find a way. But we must win the CCTV prime time slot in November. With CCTV's endorsement, this will increase the influence of our products immeasurably."
"Mr. Ye..." Lao Li still wanted to say something.
Ye Chen waved his hand and interrupted: "Okay, it's settled. All products must be online this week, at least to ensure sufficient supply in the region. The goods from Southeast and South China must arrive within next week, and the goods from Northwest and North China must arrive within next week.
Those in the southwest can be slowed down first, but it will take up to two weeks."
"In terms of finance, raw materials, water and electricity bills can all be postponed for as long as you can. Except for employees' wages, don't rush to pay anything else. We only have 150 million funds to turn over."
"The other 200 million in funds on the account will be transferred to my personal account as soon as possible."
After saying that, Ye Chen looked around and saw that there was no objection, then said: "The meeting is dismissed!"
After everyone had basically left, Jia Hui walked to Ye Chen and asked, "Did you forget to give the price during the meeting just now?"
"Hey, how could you forget this matter?"
Ye Chen covered his forehead and said, "Show me the pricing from the marketing department."
After Jia Hui handed it over, Ye Chen flipped through it casually and shook his head: "No, these prices are too low. The cost is 270, and they are sold for 500?
What’s the difference between this and the Augustus generation?”
"This number is more than a hundred higher than Augstu's. Isn't it enough to reflect the price difference?"
Jia Hui said with some dissatisfaction.
"I have said many times at the meeting that we are taking a high-end route this time. Although it is entry-level and high-end, the price cannot be ridiculously low, otherwise no matter how good the product is, it will give people a cheap feeling."
“Good quality and cheap!”
"High quality and low price are not used for electronic products. There are only a few high-end products. Who can offer you high quality and low price?"
Sony's entry-level high-end price is 800. If you are 300 lower than others, how can you compare?
This is nonsense, isn’t it?”
"What should we do?
How much do you think is appropriate?"
"Let me tell the people in the marketing department that the initial price is 799."
"Is it too high?"
Jia Hui is a little worried, "Marketing is just a way to get closer to or even surpass powerful enemies, but it cannot be the main reliance. Price war is the most effective and direct way, and the other party has strong financial resources, so they will definitely make a fuss about it.
My PhD supervisor back then was like this..."
"Stop, stop, stop, don't be a Ph.D. supervisor. You learned it in the classroom. It doesn't mean that what you learned is useless. It's just that these things need to be used according to the situation."
Ye Chen smoked a cigarette and said,
"You just said that as a world-class enterprise with strong financial resources, the other party is not afraid of a price war. What about us?
What I don’t want is a price war!”
"But it's inevitable."
Jia Hui said.
"It is inevitable, but we can delay the time. Faced with the current market situation, we need to find the balance point between market value and premium, then lock the price and ensure a certain sales volume. This is our goal.
What's more, we have too many funding gaps. If we start a price war now, we will bleed our blood in advance. This is not seeking death."
"What do you mean?"
"Stabilize the price, ensure basic sales, and wait until I win the prime spot of CCTV to solve the funding problem. Only then will the price war have the possibility of winning on the basis of high visibility and sufficient funds, and will the maximum profit be achieved."
After Ye Chen finished speaking, he put out the cigarette butt in his hand.