Jian Yongjie is Ma Yinglong's director of brand operations, and he has not been in this position for long.

A century-old brand, the products are hard.

But times have changed.

The company has also gone public, and the pressure to bear on profitability is increasing.

With him in charge of brand operation, Jian Yongjie is not easy.

Although many people have the diseases targeted by this product, most of them are regarded as unspeakable.

Jian Yongjie needs to break some games and find some new ways.

E-commerce is very good, buy online, and deliver it directly to your hand, which eliminates the psychological embarrassment of some people.

However, the current users of e-commerce are still mainly young people.

And hemorrhoids are still a bit of an age threshold.

For the things he is responsible for, Jian Yongjie has been researching.

Before the Chinese New Year, that advertisement gave him some inspiration that he still couldn't figure out.

If it's just a flash of inspiration for a commercial film, that's it. But this spring's wave of creative marketing of Eslite made Jian Yongjie breathtaking.

I asked through the people in the circle, and it was actually operated by that Shulei's company.

Jian Yongjie chatted with him for a long time before he knew who the real operator was.

It's the creative and production team of that commercial!

It just so happened that he was familiar with Qin Boyuan and knew that on Weibo, Qin Boyuan was also in charge of communicating and coordinating with Mr. Yu in Jiangcheng.

In this meeting, Jian Yongjie waited for a while.

Unfortunately, not long ago, Qin Boyuan was busy with Enxi's affairs, and he also brought Yu Qiu away.

When Jian Yongjie arrived at the appointed place, he called Qin Boyuan.

He thought he had come early, but he didn't expect Qin Boyuan and Yu Qiu to have arrived.

Hurried to the private room, I saw the young Yu Qiu and his cat.

"Fortunately, I am glad to meet, hello Mr. Yu, my name is Jian Yongjie. ”

Yu Qiu shook hands with him and said, "Hello, Mr. Jian." ”

Qin Boyuan called the waiter to come in, arranged to start serving the food, and then said: "Mr. Yu also drove the car, so he won't drink today." ”

"It's better not to drink, I'm afraid of you when you drink. Jian Yongjie smiled on his chubby face, looking like a very happy person.

Qin Boyuan said: "You have topics that you want to exchange with each other today, so you don't have to worry about the atmosphere. ”

Jian Yongjie was a little curious: "Oh, what topics does Mr. Yu care about?"

Yu Qiu smiled and said, "This is the beginning, then I'll ask the two big brothers for advice." ”

The two were modest, Yu Qiu looked at Fei Ye, and said very simply: "I received an endorsement invitation email from a cat food brand today, and I have no concept of this part. Mr. Jian, I hope you can solve your doubts in this part. ”

"Cat food endorsement?" Jian Yongjie asked in surprise, "Sign it?"

He glanced at Fei Ye, who was leisurely.

Yu Qiu nodded and said, "I asked Hu Buge, and he said that he also looked for him, didn't he also have a little white cat?"

Jian Yongjie was even more surprised: "Such a big deal?"

Since Hu Buge was found, of course he wanted him to appear on the camera, and the cost was not low.

He thought for a while, and then said: "You have doubts, maybe in addition to being afraid of some drawbacks, it is more about the price, right?"

Yu Qiu said truthfully: "In terms of disadvantages, to be honest, I don't have any worries about celebrity baggage and backlash caused by inappropriate endorsement categories. I'm a cat Weibo myself, and it's a very accurate category. But there is really no bottom in terms of price, so I would like to ask Mr. Jane. From a brand perspective, how do you assess the value of a spokesperson?"

Jian Yongjie laughed for a while, and then said, "I'm not afraid of your jokes, I haven't actually operated this part." It's hard to find a spokesperson for our brand. ”

Qin Boyuan and Yu Qiu smiled knowingly when they heard this.

Fei Ye also showed a hint of a smile, and he didn't seem to have the impression that there was indeed no brand promotion action for them to find a spokesperson. It's really hard to find a suitable spokesperson for this product.

After Jian Yongjie laughed a little self-deprecatingly, he said, "Of course, I still understand a little bit of theory." Endorsement, of course, is the first thing to look at is the image and influence of the spokesperson. Hu Buge won't talk about it, it depends on whether he is willing or not, and whether the price can be negotiated. As for you, although that cat is not low in popularity now, its influence is still limited. Do you have any psychological value points?"

Yu Qiu looked at Fei Ye and asked uncertainly, "Million-level?"

Jian Yongjie looked at him and said truthfully: "I'm afraid it's difficult." ”

“...... I would like to hear about it. ”

Yu Qiu looked at Fei Ye again, and Fei Ye said lazily: "I just said that if it is less than one million, I am too lazy to do it, and I don't mean that others must be willing to pay so much money." ”

Qin Boyuan saw that the food was on the table, so he beckoned and said, "Chat while eating." ”

After eating a few bites and chatting a few words, Jian Yongjie said to Yu Qiu again: "If you are ready to play such a big deal, you will default to the top big name." Choose Hu Buge as the spokesperson, and your cat as the spokesperson...... Cats, that's mainly aimed at the domestic market. The domestic market must be growing rapidly, otherwise others would not pay so much attention to it. ”

Fei Ye glanced at him, what is a spokesperson cat? Why do you treat it differently?

"But," Jian Yongjie didn't pay attention to its expression, paused and continued, "Although I haven't studied in depth, the entire industry should not have a market size of more than 10 billion now." How much share of the brand will it have, how much revenue and profit will it be from it? This will determine the total marketing expenses that they put in. Signing a spokesperson is only the first step. Later, the publicity around the spokesperson, as well as other market inputs, is the big one. Even if they have prepared a billion-level investment, the proportion of endorsement fees is not large. What's more, there is also a Hu Buge who wants to sign. ”

Yu Qiu understood, and then he understood the reason why he said that the million-level level was probably difficult.

Hu Buge's worth is there.

At the price of tea, he thanked Jian Yongjie for his analysis.

Jian Yongjie put down the teacup and said, "Of course, this is not absolute. In fact, successful endorsements must be matched with follow-up endorsement publicity plans. It's hard to say without knowing their branding plans. I would suggest that since you are so creative in terms of creativity, you can put forward your own opinions on the follow-up promotion plan to improve your bargaining power. ”

He looked at Qin Boyuan and said with a smile: "After all, endorsement sometimes depends on the spokesperson's subsequent career development. Sometimes, something happens to the spokesperson, and the brand is taken to the pit. There are also cases where some spokespersons were signed at a low price, but the spokesperson suddenly caught fire and drove the brand's product sales, making the brand make a lot of money. If you have a reliable plan for the follow-up operation of this star cat, you can also improve your bargaining power. ”

Yu Qiu has learned a lot, and I sincerely thank you.

Jian Yongjie said very modestly: "Mr. Yu is still very good, he has an accurate understanding of people's preferences at the moment, his positioning is very clear, and his talent is so powerful." Your cat's Weibo, from the time of the design to the subsequent wave of operation, is too powerful. ”

Yu Qiu felt the awesomeness of Fei Ye from the mouth of the expert again, and he could only show great modesty at this time.

He scratched Fei Ye's head to express his admiration, and Fei Ye held his head high comfortably, looking very awesome.

Qin Boyuan was amused when he saw it: "Okay, they are all masters, don't praise each other." It's rare to have this opportunity to get to know, if there is anything you want to talk about, maybe it will collide with the spark of cooperation, and remember to take care of me when the time comes. ”

Jian Yongjie's mood was much higher than what he had just said about the spokesperson, and he said: "You all understand how difficult it is for me to promote the brand of hemorrhoids medicine. To be honest, in this position, I don't have hemorrhoids, and I always can't sit still. ”

Qin Boyuan and Yu Qiu were amused again, and it was really difficult for him.

"Originally, I was in sales, dealing with hospital pharmacies and sales representatives. Everyone is a professional, and there is no psychological pressure to communicate. Jian Yongjie sighed, "But this has to directly face consumers to promote the brand, so I was stuck by this difficulty." ”

He seemed a little pitiful and said, "How do you think you can get everyone to talk about hemorrhoids medicine and this kind of thing?"