When Coca-Cola received Li Mu's reply, it was almost stunned by Li Mu's request.
Li Mu’s written request is: Coca-Cola can become the first company in the beverage industry to use the image of a panda bear, but it must ensure that at least half of the products produced by each of its beverage production lines within the next year are printed with the panda bear logo.
If Coca-Cola is willing to accept this condition, Makino Technology will guarantee Coca-Cola an exclusive period of at least three months in the same industry. At the same time, it can consider using panda bears combined with Coca-Cola's materials to create a set of corporate co-branded and customized exclusive images, such as: Panda Bear Body Wearing Coca-Cola apparel, holding Coca-Cola products, etc.
Coca-Cola is very interested in this kind of cooperation, especially the three-month exclusivity period and the exclusive image co-branded by the company. This is definitely a good opportunity for Coca-Cola to increase exposure, increase topicality, and increase sales.
But the only thing that made them feel a little weak was that Li Mu's appetite was too big.
Coca-Cola's full range of products sells more than 10,000 bottles (cans) globally every second. It takes 86,000 seconds a day. The sales volume in a day is more than one billion bottles (cans). The sales volume in a year is about 400 billion bottles (cans). .
Li Mu requires that at least half of the products be printed with the Panda Bear logo, which means that the Panda Bear must be displayed on Coca-Cola products more than 200 billion times!
Although Coca-Cola really wanted to obtain the copyright, it did not expect such a large-scale global distribution. After all, there are still many areas with underdeveloped networks, and users there may not know what Panda Bear is, and they may not like it if they know it.
So Coca-Cola immediately responded with a request to reduce the 50% to 20%.
Li Ziwei told Li Mu the reply from Coca-Cola, and Li Mu got angry on the spot.
"I opened this back door for them based on our previous cooperation, and they still bargained with me?"
Li Ziwei said helplessly: "Maybe 50% is too much for them. Don't forget, Coca-Cola has a large number of local celebrity endorsements in various regions around the world. If our panda bears account for 50% of their products If the outer packaging is used, their own publicity will be affected.”
Li Mu waved his hand: "Many companies will be rewarded if you give them a good look."
With that said, Li Mu added: "Ziwei, give them a reply. Just reply what I say, without any polishing."
"Okay." Li Ziwei immediately took out a pen and paper and said, "Mr. Li, please tell me."
Li Mu said: "First of all, the reason why we responded to Coca-Cola so quickly is because we have cooperated before. Otherwise, Coca-Cola would have to submit applications and wait in line for approval like other companies, so please cherish this friendship;"
"Secondly, my offer will not be changed in any way. If you do not accept it, I will send the same offer to Pepsi because they have also submitted a use application to us;"
"Finally, you idiots are still bargaining with me. The exposure of my Panda Bear is already very high. The average number of daily exposures exceeds 10 billion, and there is no shortage of your one or two hundred billion exposures a year. Your exposure is right." For me, it’s just exposure, and my exposure means an increase in sales for you. If you can’t understand this, then don’t talk any further.”
"In addition, now my request has been increased from 50% to 60%. Please consider it carefully and reply within three hours. If you fail to reply within the time limit, it will be regarded as giving up cooperation."
Li Ziwei nodded and said, "Mr. Li, I have written it all down. Do you want to repeat it to you?"
Li Mu said: "No, just reply to them directly. Remember to use Chinese directly."
"good."
In Li Mu’s view, Panda Bear is now a global ferment and a global hit, and its exposure rate is too high. Not only is it overwhelmingly reported by the media, but the most powerful thing is that users are using its emoticons every day, and more than once. use.
Even celebrities cannot guarantee exposure to users several times or dozens of times a day, but Panda Bear can.
According to Makino Technology's own internal data analysis, the average number of times users receive panda bear emoticons has exceeded 30 times within one hour of being online.
It may be a chat with friends or a group chat. In short, users use panda bear emoticons extremely frequently, so they see panda bears more frequently. Not only do they see it when they use it themselves, but they also see it when others send it to them. arrive.
And, the most amazing thing is that YY currently does not open custom GIF expressions, which means that Panda Bear has no competitors at all.
What's even more cruel is that now, users cannot directly send previewable GIF animations between users.
In other words, if a user makes a GIF and wants to send it as an expression to YY friends or group chats, the only feasible way is through file transfer.
In the way of file transfer, the other party receives a prompt that the other party sends the 12345.GIF file, and cannot see the GIF preview at all. If he wants to see this GIF, he must first click to accept the file, and then wait for the file transfer to complete before opening it with the software. .
It is impossible to make any GIF popular with such a cumbersome method.
This further ensures Panda Bear’s extremely high exposure at the user level.
That’s why Li Mu said that Panda Bear’s current tens of billions of exposures a day have no water at all, but are very conservative. On YY alone, the number of exposures per person per hour has exceeded 30. There are about 200 million online users around the world every day, and the average online time exceeds In two hours, the exposure in a day is definitely more than 10 billion times, not counting various exposures on Weibo, Twitter and offline media.
In this case, the more popular the FMCG is, the more suitable it is to use the image of a panda bear, because it is enough to make a certain FMCG stand out among countless similar products.
I asked Coca-Cola to print 50% of its products with panda bears. It seems that I have gained a lot of exposure, but what Coca-Cola has gained is a real increase in sales, which is money!
Now they feel that their feathers are more precious. If they are really this piss-eating person, then they really shouldn't cooperate.
When Coca-Cola's senior executives received Li Ziwei's Chinese email, the first thing they did was to find a translator to translate the full text into English.
After reading the translated version, every senior executive was very angry: "Li Mu actually said that we are a bunch of idiots! This damn, arrogant Chinese!"
In addition to cursing, each of them was also stunned by the content of Li Mu's reply, with expressions of disbelief on their faces.
"Also, Li Mu said that panda bears are exposed tens of billions of times a day? What nonsense is this? How is it possible?!"
One executive looked in disbelief.
Some people agreed, while others expressed different opinions.
"I think what Li Mu said is right. Let's put it this way. As long as I open YY now, I will receive a lot of panda bear emoticons. Now when chatting with my friends, I don't even type typing when saying hello. I just send emoticons. Just this one. I can receive more than a dozen messages a day, plus the various emoticons interspersed during the chat. I have to see them at least dozens of times a day. This does not include group chats. Group chats are sometimes flooded with these aggregated emoticons. Everyone seems to be chatting on the screen, one after another using emoticons, it’s really dizzying.”
Many people fell silent.
If calculated this way, the exposure of Panda Bear is indeed amazing.
Someone said: "Damn it, if you think about it, I see panda bears more times than I see myself every day! I can see myself in the mirror no more than ten times a day!"
Some people also said: "Oh my God, I thought about it carefully and it's really true. The thing I see the most every day is the panda bear. The image of that thing seems to be lingering in my mind... "
In the conference room, an executive complained: "But Li Mu went too far. I just wanted to negotiate with him, but he immediately raised it from 50% to 60%..."
Another executive smiled bitterly: "This is Li Mu's style. Have you forgotten how Google was manipulated by him? If we continue to bargain with him, I guess he will really stop negotiating with us." Negotiate directly with PepsiCo.”
Another executive lamented: "But Li Mu asked for a whole year. Panda Bear is very popular now, but who can guarantee that it will still be popular after half a year or a year? If it is only popular for one month, then we will follow it with eleven Wouldn’t Yue be embarrassed?”
Someone retorted: "If the image produced by other companies is popular, it may decline after a month, but Li Mu has such a strong promotion effort and can guarantee Panda Bear such strong exposure. Do we still need to worry about this?"
At this time, a different voice came out: "How do you know whether Li Mu will continue to import resources to Panda Bear?"
Just when everyone was expressing their opinions and even getting into a heated argument, a female executive with a particularly pleasant voice suddenly said: "Everyone, please be quiet and listen to what I have to say."
Everyone stopped arguing and looked at the beautiful executive.
She smoothed her long golden hair, looked at everyone, and said: "Let me ask you a question first, why did Li Mu launch the Panda Bear? Even, I heard that the Panda Bear was designed by Li Mu himself. Why did he design and promote it? This cartoon character?”
Someone replied: "It seems to be designed for some kind of tourist route, right?"
The beautiful executive nodded: "Yes, Li Mu is the panda bear image designed for the panda tourism route in Huaxia Sichuan Province."
After saying that, she asked: "Then I have another question, why does Li Mu attach so much importance to tourism projects that have no profit at all?"
Everyone looked at each other.
In fact, if we dig deeper, no one knows why Li Mu did this.
Makino Technology, Taobao, there are too many business lines that make a lot of money, but I have never seen Li Mu invest so much.
Now, he is going all out for a travel product like Taobao Qunar. He even did not hesitate to bring together travel companies, airlines, and hotel groups from China and the United States for a summit. Moreover, he has lowered the price of the product to the lowest, which is not only useless. Operating at a profit, or even operating at a loss, why is this
The beautiful executive said at this time: "Don't forget, Li Mu is a patriotic businessman. He has been sparing no effort to promote China and strive for more resources for Chinese business all over the world. Now he is working so hard to promote China tourism. For It is also to promote China and improve China’s popularity and national image in the minds of the global public. So, under this premise, do you still need to worry about Li Mu stopping importing resources for Panda Bear?”
(End of chapter)