For a living thing, publicity is the top priority. When the VCD was born in the previous life, in order to open up the market situation, Meng Lisheng and others spent a full 20 million yuan to make the VCD player familiar to the world. However, they planted trees at home, others enjoyed the shade, and their products were copied and sold by other VCD manufacturers in a blink of an eye. The entire VCD empire simply did not have a place to stand for this leader, and tens of millions of investments were all wasted.
This extremely tragic business failure case is not only a backward concept of patent rights, but also a fiasco in marketing. After spending 20 million yuan, it failed to produce an impressive advertisement, and did not cultivate even a group of loyal users. Tens of thousands of finished products There is no way to sell the VCD, and all of them are backlogged in the warehouse. Even the real VCD boom has not been able to drive the sales of Feiyan. What is this concept
The fragrance of wine is also afraid of the deep alley. In today's commercial society, the importance of publicity sometimes surpasses the quality of products and the efforts of operators to do it. An excellent advertisement can be far more powerful than a production line. How to fight this outpost well is the key point Feiyan is facing now. There were too many excellent advertisements in the past life, from conception to creativity, from concept to sincerity, all aspects covered the general public sitting in front of the TV, but these miracle cases in the history of Chinese marketing are not worth mentioning.
Let a collapsed company revive, from 50,000 arrears to 100 million profit in 3 years, the health care product advertisement is almost known to everyone, everyone understands that its product efficacy may not be worth mentioning, but the purchase enthusiasm is not. never faded. "Use 10,000 yuan to achieve 100 million yuan advertising effect, and 10,000 yuan to achieve 100 million yuan advertising effect." Such a rhetoric, and indeed only he can do it.
Pushing open the door of the Grand Cherokee, Chen Yuanming stepped out of the car. In front of him was a group of low-rise office buildings. Now Zhongguancun is a real "electronics street". Except for the relatively prosperous electronic market around the world, the surrounding area is a barren land. The west area of Zhongguancun has just been allocated. , not to mention the construction boom, and the bustling scene of high-rise buildings in the previous life is almost two worlds.
But now Chen Yuanming is not here to reminisce about the past. He had already contacted someone by phone yesterday, but the low-rise building in front of him was a bit difficult to identify. …
"Boss, over there." The special forces are naturally better than the eyesight. Zhang Gang just pointed it, and a small billboard came into view.
Beijing Xuewen Creative Company.
The font is not thick, but it is very pleasing to the eye and makes people unforgettable. Chen Yuanming smiled, that's it.
According to the sign on the billboard, the two climbed up the narrow stairs to the third floor, only to see that a row of paint had fallen off the door panels, and only one was shiny and painted. The bound wooden door is not closed, and through the crack of the door, you can vaguely see the desk covered by green plants. Without any hesitation, Zhang Gang stepped forward and knocked on the door.
The action inside responded quickly, and with the rapid footsteps, the door was pulled open, and a young man with glasses appeared in front of the two. The man was only slightly startled when he saw the tall man with a big face as a professional soldier, then immediately looked away and focused on Chen Yuanming. Seemingly unaffected by the youth's age, he smiled slightly and stretched out his right hand.
"Mr. Chen Yuanming? I'm Lin Xuewen."
Chen Yuanming smiled. The first time he met, he was not confused by his age, and now he is less than one-handed. If this is considered a card, this person has passed unscathed.
After a few words of greeting, the two were led into the room. This office is not big, but it has a kind of elegance that is close to the high-end office buildings of later generations. Just sitting in it can make people forget the noisy computer market outside. It seems that this is a mature business district, not a flea market full of wholesalers. The two cups of steaming tea were placed in front of them, which contrasted with the perfectly shaped coffee table. The furniture and sofa were all designed in a complete set, with excellent taste. Only one TV was placed abruptly on the corner of the cabinet, which spoiled the layout a bit.
Details determine success or failure. If you really don't know the slightest bit about him, you should have some confidence now, right? Chen Yuanming retracted his gaze and looked at the young man sitting in front of him. This man is only about 25 years old, his face is very fair, although he is wearing a straight suit, he still looks like a college student who has just walked out of school, exuding a strong bookish air all over his body. But he couldn't find any cowardice or nervousness in him. What was more striking than the bookishness was the self-confidence in his eyes. It seemed that as long as he walked into this office, he would become something he could easily grasp.
"I didn't expect Mr. Chen to be so young." Faced with Chen Yuanming's probing gaze, Lin Xuewen didn't dodge at all, and said straight to the point, "To be honest, this is the first order I received after I advertised, and I have the courage to try to clearly price one million. Yuan planning fee, I think you have full confidence in the product called VCD player."
Chen Yuanming smiled, "The VCD player is an epoch-making product, Mr. Lin, your million-dollar gimmick is the real courage."
That's right, although this person is famous in the industry in later generations, he is still a little-known person today. He can be found all thanks to an advertisement in the newspaper, "Xuewen sells creativity, the reserve price is 10,000", which is enough to cause a sensation in the country. A few questions will arise. But this person dared to be upright and open, and he had to show his style and level.
As the godfather of marketing in later generations, Lin Xuewen has made indelible contributions to China's marketing and planning industry. The planning of the world's famous wedding culture city, the comeback of the Giant Group, and the 2.8 billion financing cases of the Olympic Dream Garden. One business miracle after another is just like his palm. You can create astonishing masterpieces at will. Hidden under his scholarly appearance is a kind of big mind and great courage that the world cannot guess. If he really wants to choose a chance to start from scratch, this person is indeed Chen Yuanming who can find a good candidate at present.
Lin Xuewen didn't seem to be bruised by Chen Yuanming's provocation, he just smiled and leaned back in his chair, "It doesn't make sense to 'compliment' each other like this. Since Mr. Chen is here, he is still willing to believe in my million-dollar plan. Whether I am rhetoric, or have real talents and real learning, don’t you know if you try it? Yesterday, I talked about that VCD player on the phone, can you let me see it?”
Chen Yuanming has experienced a lot of business negotiations in the past and the future, but there are not many who can cut into the theme so neatly. Smiling, he greeted Zhang Gang next to him and plugged the VCD sample machine into the Konka TV in the office.
This time, Lin Xuewen also stood up and stared at the VCD player he had just installed. He pressed the buttons one by one, and plugged in the microphone to test the sound. When Zhang Gang took out a VCD disc, his eyes widened. Yiliang, "It's the same as a CD? How about the cost?"
"It's a lot cheaper than video tapes, and we have the patent rights for the product."
"Yeah." Seemingly satisfied with this straight-to-the-point answer, Lin Xuewen snorted and asked Zhang Gang to load the CD.
The first one was still shot by Meng Lisheng himself, but Lin Xuewen didn't say anything, just watched it for a long time with his chin up, and tried the forward, pause, and back buttons on the remote control. The second is a K-Karaoke disc. This time, he picked up the microphone and sang a song and experimented with two-channel conversion. After playing back and forth for nearly half an hour, Lin Xuewen finally put the microphone on the table and sat back in front of Chen Yuanming.
"How is it?" Chen Yuanming put down the teacup in his hand, his expression and voice became serious, "VCD players and disc encoding methods are in our hands, and they are currently the only ones in the world."
"What about patent rights?"
"I entrust the American company ilsnsnsinigdrih & RsatiPC to apply for a patent. At present, the disc compression method has been applied for industrial property rights in 2 countries. The VCD machine has just been developed and has entered the application process."
"I don't have a small heart." Lin Xuewen laughed, "But there is one thing I have to ask clearly, what do you guys think about VCD discs?"
Experts will know if they have it as soon as they get their hands on it. If there is something that cannot be passed in the marketing of VCD players, the supply channel of VCD discs is a big obstacle. Just like the rise of the VCD machine in the previous life due to the prosperity of the piracy industry, without suitable playback materials, this machine is just a decoration. But since he has already applied for the patent right of VCD, Chen Yuanming is not going to give up this position. This is not only about the healthy development of the VCD industry, but also the beginning of chaos in the entire Chinese copyright market. Being overwhelmed by the surging frenzy of pirated discs is more than just a corner of the optical disc market.
"We have no intention of intervening in the distribution of VCD discs, nor do we intend to profit from the rights of VCD discs."
The two sentences are like nails on the board, and they are simply and neatly drawn out.
Lin Xuewen raised his eyebrows, "Don't you think about some shortcuts? If you really choose this path, your VCD machines won't be so popular."
"I'm not afraid of being slow, I'm afraid of being unstable."
Looking at Chen Yuanming up and down again, Lin Xuewen smiled, "Want to be a national industry? It's not too ambitious. But now this set is a bit unpopular. If you don't want to go a short distance, you have to go a long way. Can you decide this company? "
"Of course, I have direct veto power in marketing and corporate planning."
Chen Yuanming gestured with his eyes, Zhang Gang opened the document bag in his hand, and took out a stack of documents, both in Chinese and English, and put them in front of Lin Xuewen.
This time, Lin Xuewen was slow to watch it, and it took almost an hour to confirm everything. He straightened up and exhaled, he showed a wry smile, "I thought it was amazing to be the first creative person in China, how dare you Spending tens of millions to engage in national industries, the back waves of the Yangtze River push the front waves..."
Chen Yuanming didn't answer, just looked back at each other quietly. In fact, after he really got in touch with this character, he discovered why there were marketing templates such as right-brain memory devices and nutritional health products before those great plans. It must be known that the development of this health product market is not beneficial to China itself, but from other aspects. This has caused extremely bad effects, allowing those products that are no different from counterfeit medicines to run rampant on the market and make a fortune by false advertising.
But now, when I saw it, many questions were easily resolved. Nothing can show his genius marketing thinking and make huge profits in a short period of time than the health care products market. This person has enough talent and arrogance, and also has countless fantastic ideas to plan those cases that seem ridiculous and useless now, but because he can do it, and these will become a solid stepping stone for him to rise to the top. But what if you put something good at his feet? Will it also bring some wonderful changes to the country
The two looked at each other for a few seconds, long enough to make people feel rude for a few seconds, and Lin Xuewen smiled.
"Worth a try."
The author has something to say: Busy to vomit! ! ! ! I will send it first, and I will proofread it when I get home at night... QAQ
Damn, it's so unscientific to be so busy on Monday, the old paper is so hungry! ! ! bad stomach ache! ! ! ! crying and running away