It is said to be advertising placement, but in fact it is almost customized.
Originally, the skit performed by Uncle Benshan in the 2005 CTS Spring Festival Gala was called "Kung Fu". As to whether it was a tribute to Stephen Chow's comedy of the same name performed this year, or was just a coincidence, it is unknown.
But because of the new century, the sketch was changed to "Buying a Mobile Phone".
This is a suggestion put forward by New Century Party. The reason is that the price of mobile phones in 2005 is no longer high. Mobile phones costing three to five hundred yuan are everywhere. With the reduction of call and text message charges, mobile phones have gradually entered thousands of households. Even many people in rural areas have begun to use mobile phones and enjoy the convenience of life brought by technology. Therefore, the content of such sketches will be more in line with the times and the psychology of ordinary people.
In addition, this skit can also serve as a warm-up for the first round of red envelope distribution.
Of course, New Century is just making a suggestion and trying its luck. It does not dare to force CTS to adopt it. After all, this would be equivalent to customization rather than implantation. What's more, the Spring Festival Gala program has already been finalized and entered the rehearsal stage. There are only a little over two months until New Year's Eve, so changing the program is not so easy.
Fortunately, the leaders of CTS had a good impression of New Century, and since New Century was the largest and most generous sponsor of the Spring Festival Gala to date, they talked to the director team about this matter.
The director team really considered this matter carefully.
Not only is it to give face to the leaders and financial backers, this year CTS is "opening the door to host the Spring Festival Gala" to collect ideas from all over the country and even the world. The proposal of New Century is very constructive, at least it caters to this year's topic more than "Kung Fu".
So the director team asked Uncle Benshan if he had any way to change "Kung Fu" into "Buying a Mobile Phone" and produce this sketch within two months.
Uncle Benshan agreed readily and he was confident that he could do it well.
Of course, what the director team didn't know was that New Century had asked the person in charge of Yanjing to contact Uncle Benshan. As long as the director team called and he nodded in agreement, the one million would be transferred to the account soon.
In 2005, Uncle Benshan, who had appeared on the Spring Festival Gala for 16 times, was already a wealthy man. He did not care much about one million yuan, but the sponsors who could sponsor the Spring Festival Gala were not ordinary companies. Doing a favor might be good for him. Besides, two months was more than enough for a master like him to come up with a new sketch.
So, the implant that was originally planned to be done ended up being customized, which was really worth it.
The skit is about a joke that a countryman makes because he wants to contact his son who has gone to college and buys a mobile phone for the first time, but he doesn't understand this newly popular technology product.
Uncle Benshan’s acting skills are indeed amazing, and the skit he made on the spur of the moment was full of laughter, making the guests on the scene and the people in front of the TV laugh continuously.
The skit also promoted several major advantages of purchasing digital products in the new century, with the focus on the innovative experience model and convenient door-to-door after-sales service over the phone.
At the end of the skit, Uncle Benshan also gave an advertising slogan: "If you want to buy a computer or mobile phone, go to New Century. Try it first, and then buy it when you are satisfied. The authenticity is guaranteed, the quality is good, and the discount is huge. During the Chinese New Year, we will give big red envelopes to the people. Anyone can afford it!"
This skit really caters to the psychology of many ordinary people, because in recent years there are quite a few people who are planning to buy mobile phones. While the program effect is maximized, New Century also made a strong presence.
After the skit, CTS and New Century Television jointly launched the first round of red envelopes while the iron was hot.
This activity was quite new when it appeared on the Spring Festival Gala in 2005. One could participate by sending a text message to the official hotline. If one won, he or she would get at least 88 yuan, which excited many viewers.
The number of text messages received by the CTS hotline suddenly increased, and the Su and Qin families also joined in the fun and sent a message to try their luck.
"Well, it seems that all the audience are very actively participating in our red envelope activity. The first 8888 super red envelope has been issued. Congratulations to the friend whose mobile phone number ends with 2376!"
As the host's excited voice sounded, a mobile phone number with some digits hidden and the amount of the red envelope appeared on the big screen behind the stage.
"Tomorrow New Century Digital will open for business. You can bring your mobile phone and information to any of the 2,536 stores under this company to buy digital products such as computers and mobile phones!"
"The first ten super red envelopes have been issued. We at China Television and New Century Digital have prepared a total of 888 super red envelopes for you, as well as countless small red envelopes. All you need to do is send a blessing text message!"
"For those viewers who didn't get a red envelope in the first round, don't be disappointed, because we have prepared three rounds of red envelope rain tonight, which will be sent to everyone later!"
"… "
The first round of red envelope rain lasted for three minutes. After all, it takes some time for the audience to send messages and participate. In addition, CTS also feels that the program effect of this red envelope activity should be very good, and it also strengthens the interaction between the TV station and the audience. This is also one of the changes in this year's Spring Festival Gala.
The three rounds of red envelope rain only lasted a total of nine minutes, which is not very long compared to the more than four-hour evening party. However, don’t underestimate these short nine minutes. Look at the exposure rate of Combas watches in the past. It was just a midnight announcement, and the audience might not even remember the brand name.
It is no exaggeration to say that Xinshiji’s exposure in the Spring Festival Gala is unprecedented.
Of course, the willingness to spend sponsorship fees, the proposed activity plans that cater to the psychology of the people, and the fact that CTS itself plans to carry out drastic reforms to the Spring Festival Gala are also reasons for the two parties to reach a cooperation.
In short, New Century's special exclusive sponsorship combined the right time, right place and right people, and conformed to the trend of the times, which made it the most successful sponsor in the history of the Spring Festival Gala, and even many years later, no other company or brand could surpass it.
According to statistics from the official hotline of CTS, this round of red envelope rain received a total of more than 32 million text messages from different mobile phone numbers.
In 2005, unlike later generations, when everyone had a mobile phone, even grandmas and grandpa were using it to watch Douyin all day long. With over 30 million text messages, the participation rate was already quite high, which also shows how popular this red envelope activity was.
Before we knew it, firecrackers were heard outside and the Year of the Rooster officially arrived.
Fireworks and firecrackers were banned in Lin'an in 1994, but they can still be set off in small places like Jianglan.
The evening party announced the time at midnight in the name of the new century. In fact, this thing is not important. Compared with Uncle Benshan’s skit and the two rounds of red envelope rains before, that pitiful exposure rate can be regarded as a free gift. However, the time announcement at midnight has been a tradition since the sponsorship of the first Spring Festival Gala, so it can be regarded as an indispensable appearance.
Half an hour later, all the members of the Spring Festival Gala program team took the stage again and distributed the third round of red envelopes during their curtain call. The 2005 Spring Festival Gala ended in a celebratory atmosphere and made every audience in front of the TV remember the name New Century.
"Son, I've watched the Spring Festival Gala for so many years. Among all the companies that advertised at the gala, your company left the most profound impression on me!"
Zhao Lixia was overjoyed.
The higher the exposure rate of New Century in the Spring Festival Gala, the more promising her son will be, and the better the business of the franchise stores she and the Qin family will open will be. Naturally, Su's mother is happy.
"Of course not. With the 88.88 million red envelopes distributed and the sponsorship fees, Zelin's company has spent nearly 300 million. How can this advertising effect not be good?"
Liu Sufen was also cheerful, and suddenly remembered something: "Oh, by the way, I think our two stores will be very busy tomorrow, so we have to go and help them then!"
Qin Daqing agreed: "Yes, yes, let's try to make Mingtian a good start in the new year. The party is over, let's go back and rest early!"
Qin Shiqing went home with her parents. Although there were some things that she no longer had to avoid, she could not do such a thing as staying overnight at the Su's house before getting married. After all, she was a reserved and traditional girl.
However, Su Zelin was unable to fall asleep so quickly. As soon as it was past twelve o'clock, he received a large number of blessing text messages. He also sent text messages to some people to wish them a happy new year. After the Spring Festival Gala ended, various victory reports came one after another.
"Boss, we succeeded!"
Although Kang Baohong's text message was simple, one could see a strong sense of joy in it.
The general manager of New Century also watched the entire Spring Festival Gala. He had long realized that the effect of this sponsorship would be very good, but he still didn't expect it to exceed his expectations.
Both the skit and the red envelope rain received a huge response.
"These two hundred and eighty-eight million, it's worth it!"
Yang Fen’s text message wasn’t very long, and it contained everything.
At the beginning, when Su Zelin was planning to spend so much money to sponsor the Spring Festival Gala, he was actually worried, but in the end he nodded in agreement, because Su Zelin has always been bold in doing things and has never disappointed anyone.
Sure enough, this investment was worth it!
Although the New Century store will not open until nine o'clock tomorrow morning, he can already foresee how busy the stores in major provinces and cities will be by then.
"The advertising for the Spring Festival Gala you organized is really impressive. The skits are almost tailor-made for New Century, and the red envelopes are so generous. I want to talk to CTS next year. Don't compete with us, Ali!"
This message was sent by Lao Ma.
Originally, Ali was going to appear on the Spring Festival Gala stage as a sponsor for the first time in 2016, and then occupy this position until 2018. However, seeing how successful New Century's sponsorship of the Spring Festival Gala was, Lao Ma was tempted.
Su Zelin quickly typed a reply: "Haha, Brother Ma, don't worry, you won't see New Century on the Spring Festival Gala next year!"
This year, New Century is going to impact the national market, so it particularly needs the popularity and influence of the Spring Festival Gala to boost its visibility, which is why it is spending huge sums of money on sponsorship.
After appearing on the Spring Festival Gala twice in a row, the effect is not that good. Besides, it is difficult to find an event that can compare with this year's red envelope rain, so Su Zelin has no plan to appear on the Gala again.
…
The name New Century Digital spread across the country like the spring breeze of 2005 and suddenly became a household name overnight.
Almost all ordinary people know that there is a large enterprise that specializes in selling digital products such as computers, mobile phones, MP3 players, cameras, etc. People can come into the store and experience it at will. For large items like computers, after-sales service only requires a phone call and the staff will come to your door to help you check or repair them.
This is the immediate power of the Spring Festival Gala, and it is also the reason why so many giants are scrambling to spend huge sums of money to compete for the bidding.
Just as Su Zelin had expected, as soon as New Century stores opened in various cities on the first day of the new year, there was a rush of people rushing to buy. In some places, there were long queues even before the stores opened, just like the grandpas and women in the supermarket preparing to buy discounted goods on membership day.
Not to mention anything else, the franchise stores opened by his family and the Qin family in Jianglan were attracted by a large number of customers as soon as they opened.
Some of them were consumers who had known about this digital product company years ago, while others learned about it through the Spring Festival Gala and came for its experience model.
Unlike those potential consumers who just come in to watch the fun before the New Year, and wait until after watching the Spring Festival Gala to try their luck in drawing red envelopes, many of them directly take home the digital products they have longed for.
What's more, even if you don't win the red envelope, there is still a large-scale promotion event "only once a year, if you miss it, you will have to wait until next year".
Consumers are so crazy that they think digital products of the new century are free. As a result, sales in major stores are so busy from morning to night that many store clerks don’t even have time to eat.
Su Zelin and Qin Shiqing also showed up at their own new Jianglan store, helping out as temporary shop assistants.
Continuous shipments and continuous replenishment of stocks. Fortunately, the direct-operated stores were fully stocked before the New Year, and Su Zelin suggested that franchise stores stock more because there may be a huge boom after the Spring Festival Gala.
Suppliers are also on standby to replenish stocks at any time.
Even so, some digital products in some stores have had their warehouse shelves cleared out, and are temporarily in short supply.
All the investors were overjoyed, including the Su and Qin families. They were glad that they had opened a new franchise store before the New Year and took the opportunity to make a fortune.
This situation continued until the end of the three-day Spring Festival promotion, but even after the event ended, the popularity of stores in various cities was still quite high every day, but not as crazy as before.
Through the Spring Festival Gala, New Century has won its first battle in the national market, and won it beautifully. Not only are its sales amazing, but its unique experience model and the attentive service concept it has always advocated have left a deep impression on consumers who come to the store.
There were no digital experience stores in that era, especially such large-scale experience stores. This model became popular with fruit, but fruit was not yet born at that time, so New Century became a pioneer in the industry.
The fifth day of the New Year, at the Su family.
The adults who had been helping out in the store for several days could finally take a break.
Zhao Lixia was at home looking at the sales figures of the past few days compiled by Liu Caizhi on the table, and she couldn't stop smiling.
In just three days of the event, sales can equal a normal month’s sales!
Moreover, New Century's brand awareness has been greatly improved because of the Spring Festival Gala, and the store's business will only get better and better in the future. Su Ma is naturally in a very good mood.
"Zerlin, your company is sponsoring the Spring Festival Gala, and all franchise store investors will benefit from it!"
Su Zelin smiled and said, "Of course, Mom, the franchise store investors and we are all on the same side. Only if we make money for them can the company become bigger and stronger, and we can open more and more stores!"
Just like the blue and green factories in later generations, they also tried their best to give profits to their stores, so these stores were extremely active in marketing. Eventually, their strategy of "sea of stores" carved out a path among many brands such as rice that were popular in online sales, and they became two industry giants.
New Century also adopts the strategy of having a large number of stores. However, unlike the Blue and Green factories, Su Zelin takes the boutique route and strictly controls the specifications and decoration of each directly-operated store. New store employees must also undergo professional training by the team to ensure the brand image and service quality. In contrast, almost any small shop of more than ten square meters can apply to be listed in the Blue and Green factories. The size, decoration, and quality of the store employees and services vary greatly.
Su Jianjun nodded and said, "It's great that your company can stick to this philosophy. The headquarters and franchisees will prosper and suffer together. Only then will the investors below feel a sense of belonging and have more confidence in the company!"
A family of three was chatting when someone came. It was Huang Panpan.
Every year, my junior high school sister is used to visiting the Su family on the fourth and fifth days of the Lunar New Year to wish them a happy new year.
"Hello uncle and aunt, Panpan wishes you a happy new year. I wish you good health, success in everything and good luck in the Year of the Rooster!"
The younger sister in the Su family's elementary school is as well-behaved as ever.
"Panpan, you are so thoughtful. Auntie also wishes you a smooth graduation this year and all your wishes come true!"
As Zhao Lixia spoke, she took out a big red envelope from her pocket and handed it to Huang Panpan.
“Thank you, Auntie!”
Huang Panpan smiled sweetly.
Su Jianjun also took out a red envelope and asked casually, "Panpan, I haven't seen your dad for a while. Is everything going well recently?"
"My dad is fine. He mentioned you to me yesterday and said he would play mahjong with you when he's free!"
"Haha, okay!"
"… "
As they were talking, another person walked in, this time it was Qin Shiqing.
I felt embarrassed when I saw the girl next door, Su Ma.
Huang Panpan is a good person, but Qin Shiqing is already his son’s girlfriend and is also considered to be his future daughter-in-law.
So every time Huang Panpan and Qin Shiqing appeared at the same time, she didn't know how to deal with it.
I’m too enthusiastic towards Huang Panpan, and I’m afraid Qin Shiqing will be unhappy.
I was too cold towards Huang Panpan, and I was afraid of hurting the little girl's feelings.
"Oh, Panpan is here."
Qin Shiqing was not surprised to see her junior high school classmate.
At this time of year every year, Huang Panpan would definitely appear at the Su family, and she was used to it.
"Well, Senior Shiqing, I came over to wish my uncle and aunt a happy new year."
After the greetings, the two girls started chatting casually.
Zhao Lixia and Su Jianjun couldn't help but be surprised.
In the past, every time Qin Shiqing and Huang Panpan came to his house together, although there was no strong sense of tension or obvious competition, they didn't talk much, they just said politely and didn't talk much.
However, they seem to get along very well now, and people who don’t know them might think they are good friends.
After lunch at the Su family, Huang Panpan left and Qin Shiqing went home to rest. Zhao Lixia then pulled Su Zelin aside and asked, "Son, what's going on between Shiqing and Panpan?"
"What's going on? Mom, what do you mean?"
Su Zelin was puzzled.
"Don't you think they're being too nice?"
"I don't think so. Huang Panpan came to our company headquarters for an internship last semester. She and Shi Qing are colleagues, so of course their relationship is better than before!"
The bastard shrugged.
This explanation is not a reason.
Not to mention Zhao Lixia, even Old Su was puzzled.
It was obvious that Huang Panpan chose the New Century headquarters for internship because of her son. Qin Shiqing couldn't have failed to see it. Even if she had a good temper, she would have felt threatened by her rival and should have disliked Huang Panpan. So why would their relationship become better
Su Zelin continued, "As a senior, Shi Qing took good care of Pan Pan and even invited her to our rental house for dinner a few times."
Shiqing invites Panpan to dinner
What kind of mentality is this
Zhao Lixia and Su Jianjun were even more shocked.
The two elders looked at each other.
Do you really need to prepare two betrothal gifts
…