The reason why Zhao Fusheng is so confident that he can win Mercedes-Benz's advertising in the future is actually reasonable.

In his last life, he had read a research report, or to be more precise, a summary after many years.

Among the world's luxury brands, more than 90% of the luxury brands, for various reasons such as business difficulties and increasing profits, have carried out brand extension or brand product line extension, of which 90% of the extension failed, strayed into the minefield, and only 1 in 10 brands survived the fierce competition.

Among the few luxury brands that have not carried out brand extension, Bentley from Creweshire, England, is a rare super car luxury that has survived for hundreds of years but still has a bright and pure brand image. In fact, Bentley is not particularly special, the only thing that can be praised is its luck.

It also had its share of business difficulties, the first time in 1931, when Bentley was on the verge of collapse, and at that critical moment, Rolls-Royce bought Bentley for 130,000 pounds, and Bentley Motors officially joined Rolls-Royce Motor Cars. Bentley's car production line was relocated to Creweshire, England after the end of World War II, and together they took the world's top car brands to new heights. Since then, Bentley has been transformed by Rolls-Royce into a "sports car version" of its luxury sedan.

The second time was in '98, because Rolls-Royce Motor Cars' meticulously carved manual production method was at a disadvantage in the competition with rivals for large-scale industrial production, although the Bentley car was still the world's most luxurious and expensive car, but it had long been surpassed by its competitors in terms of technology. Troubled Rolls-Royce, had to seek a buyer in order to survive. In June '98, BMW lost a bid to buy Rolls-Royce Motor Cars to Volkswagen, and Bentley went into Volkswagen's hands.

Bentley's two life adventures were saved by luck, and the rescuers were both "masters" who appreciated Bentley's luxury brand positioning. They were willing to transfuse Bentley as a "business dream" rather than just making a profit, and they didn't interfere too much with Bentley's luxury journey, but let it focus more on luxury without any worries.

Compared to Bentley, 90 percent of the struggling luxury brands are clearly not so lucky. In order to survive, they had to rely on their own strength to carry out the transformation, but the road to transformation was extremely difficult, and they had nothing on their books other than a strong brand. In desperation, the operators had to reluctantly cut their love and take the initiative to step down from the altar of luxury goods to cater to the public, so that the public's purchase energy could save themselves, although that would greatly dilute the brand value of their luxury goods.

As a result, Ferrari unveiled the mystery of its "red girl" and became a high-end sports car brand that the public could get their hands on when they had money, and never dared to expect the excess premium of the super luxury brands of the year.

Prada Boutique Fashion, which in 1993 broke its promise of "knowing women best" and ventured into the men's clothing, shoes and hats market, an adventure that brought it to near notoriety in the world of women.

Still, there are still some who stand alone in the flood of luxury brands, such as LVMH, the largest giant in the boutique industry, whose brands span luxury clothing, jewelry, watches, beauty goods, wineries, department stores, art auction houses, e-commerce sites and duty-free shops, and even boldly reinvent their classic old brands.

There is also the Gucci Group, which owns major brands such as Gucci, Yves Saint Laurent, Alexander McQueen, and its product categories include clothing, accessories, leather goods, watches, cosmetics, perfumes and many other products.

LVMH and the Gucci Group's strides in the minefield of luxury brand extension have taken many CEOs who are struggling with the operation of luxury brands by surprise. Although it is said that operating luxury goods means "making profits and surviving like fish and bear's paws", it is also a rare miracle of success to be able to let your luxury brand enter and exit the jungle of brand extension without being injured by the dense branches.

Mercedes-Benz is precisely one of the 90% luxury brands whose transformation has not been successful.

Now there are only two ways in front of Mercedes-Benz, either to maintain the pride of its luxury goods and continue to put on a high-minded posture, watching its rival BMW seize the Chinese market.

Or, let go of the burden, transform from luxury to high-end, and open up new markets.

Zhao Fusheng grasped this.

As long as the person in charge of the Mercedes-Benz headquarters is not a fool, he will understand how they should choose.

As for the advertising planning, Zhao Fusheng prepared two copywriters, and he believed that it would definitely satisfy the people of Mercedes-Benz.

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"I'm free now!"

Back at home, Zhao Fusheng was writing the plan, Fan Baobao walked in and said to him with a smile.

Looking at her helplessly, Zhao Fusheng looked doting: "It's as if you're not free there." ”

"Haha, I'm going to call Sister Chenxi and ask her if she wants to sign me. Fan Baobao grinned, blinked and said to Zhao Fusheng.

Zhao Fusheng nodded: "Go, go, I said hello to Mr. Zheng." ”

After all, this matter involves signing artists, and Zhao Fusheng feels that it is more appropriate to let Zheng Yao come forward. Anyway, Zheng Yao's identity is there, and she, the boss, will personally give the order, which shows that she attaches great importance to Fan Baobao.

Fan Baobao turned around and went out to make a phone call, Zhao Fusheng shook his head, and continued to lie on the table to write a plan.

The two stories he prepared weren't complicated.

The first story is an old man who faints on the side of the road, and the people around him are helpless, at this time, a Mercedes Benz car stops, the driver pokes his head out to let the patient get into the car, and then gallops all the way to the hospital, after a long time, the lights in the operating room go out, and a smile comes out, everyone shows a warm smile.

The second story is a college student who went to the mountains to teach and saw that the Spring Festival was approaching, missed his family, but could not meet his family, and on Chinese New Year's Eve, a Mercedes Benz stopped at the school gate, and the parents of the college student walked down and the family was reunited.

In addition, Zhao Fusheng also prepared two advertising slogans, one is "There must be a road before the car reaches the mountain, and there must be a Mercedes-Benz car when there is a road", and the other is "Beyond the limit." ”

The former is for Mercedes-Benz off-road vehicles, while the latter is for business sedans.

Of course, the one in the back is indeed from Mercedes-Benz, and the one in front is copied by Zhao Fusheng himself from the advertisement of the Toyota sedan.

There is no way, Zhao Fusheng himself doesn't like the Japanese, not to mention that Toyota's advertising does not have this advertising slogan, Zhao Fusheng naturally took it unceremoniously.

"What to write?"

After a while, Fan Baobao finished the phone call, walked in and asked Zhao Fusheng.

Looking at the expression on her face, she should have had a good chat with Dong Chenxi, otherwise it would definitely not be what it is now.

Zhao Fusheng smiled and closed his notebook: "It's nothing, a plan, about cars." ”

"Oh, I said to Sister Chenxi, I'll go over tomorrow to sign the contract. Fan Baobao smiled, leaned over to Zhao Fusheng's side, took his arm and said, "Let's say first, you are not allowed to reveal the relationship between the two of us in the company." ”

"Why?" Zhao Fusheng looked inexplicable, I don't know what she means, could it be that there are "undercover" agents in the company?

Glaring at Zhao Fusheng, Fan Baobao said angrily: "Mr. Bai, Mr. Zheng, and Sister Chenxi must know, but others in the future film and television don't know, I am originally a newcomer, if it is known that it is your girlfriend, what do you think they will think of me?"

Zhao Fusheng was stunned for a moment, and then laughed, he really didn't think about it so much, originally it was just to prevent Fan Baobao from being targeted by others, but now it seems that it has caused her some trouble.

But after thinking about it, Zhao Fusheng felt that what Fan Baobao said was right, after all, she was still a newcomer, and she was inexplicably exposed to be her girlfriend, not to mention what impact it would have on her development, this incident alone would put her under too much pressure.

Thinking of this, Zhao Fusheng nodded: "Okay, I'll listen to you." ”

Fan Baobao was quite happy, and kissed Zhao Fusheng on the face: "I know that you are the best." ”

Zhao Fusheng smiled, rubbed her head, and didn't say anything more.

It's not that it's bad to say that there are no secrets between each other, it's just that everyone actually wants to be free, and if there is no space at all, it is often easy to cause emotional tension.

Maybe a small misunderstanding will hurt each other.

Therefore, sometimes learning to communicate and learn to understand each other is the most important thing for two people who love each other.

For Zhao Fusheng, Fan Baobao is a woman he is willing to take care of with his life, and for Fan Baobao, Zhao Fusheng is a man she is willing to give everything to entrust her life, and the two of them trust each other, so they will naturally think about each other.

When people get along with others, the more they think about each other, the better they will actually be, because each other knows what the other person needs, and there is no need to guess wildly.

Of course, there is a problem of this degree, you can't let others like to eat apples, you are happy to give your favorite pears to others, then you are doing bad things with good intentions.

There was nothing to say all night, early the next morning, Zhao Fusheng accompanied Fan Baobao to the future film and television, and under the witness of Dong Chenxi and Bai Jie, Fan Baobao officially became the first signed artist of the future film and television.

This means that the future of film and television is finally officially on the right track.

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