If you compete for CCTV's "standard king", the advantage is that it will further consolidate the market image of the Huaxia brand and highlight the strength of the Huaxia factory. The disadvantage of pen & fun & pavilion www.biquge.info is that now the Huaxia brand has become well-known throughout the country, and then spending a huge amount of money to maintain the image is a bit more than worth the loss, and the car has squeezed out a lot of money, and then take out 50 million to advertise, which is not very rational.

On November 8, 1995, the Media Center in Tianjing once again became the focus of a storm in China's business community. Just like the Huashan Sword in a martial arts novel, business elites from all over the country, whether they are long-established business celebrities or grassroots elites who are unknown and plan to soar to the sky, all enter this Vanity Fair with invitations in hand to determine the ranking of the world.

As the last "standard king", every move of Huaxia Factory is particularly eye-catching, Han Hao's seat this time is no longer located at the rear of the venue, but in the first row, next to the director of the CCTV supervision array. Last year's market-oriented reform of advertising was unexpectedly well received, which not only solved the problem of related households and strip households, but also brought huge advertising costs to CCTV. Han Hao got enough courtesy from CCTV, after all, Huaxia Factory is now a well-known enterprise in the country, and it is said that the economic benefits are very good, and it is one of the potential advertising benefactors.

In the advertising period of 1996, CCTV added 12 "A special section" advertising spaces in the 15 seconds behind "Weather Forecast", plus the same advertising space last year, a total of 41 advertising spaces. In terms of floor price, CCTV has risen by 10%, and the floor price of the "A section" 5-second advertising space after "News Network" is 13.8 million, of which the new "A special section" 15-second advertising space has a floor price of 20 million, and the floor price of all 41 advertising spaces is 481.2 million yuan. However, market participants expect that the transaction price will be at least 50% higher than the floor price, 600 million is not a problem, and 800 million is enough to expect.

This year, the number of visitors is 30% higher than last year, and this is the result of CCTV's strict selection, and every guest has actually gone through a background check. The bidding plan remains unchanged, and it is still in a back-to-back form, with the advertising company acting as an agent for the enterprise to bid for the hidden bidding mode. Fill in the bid amount at one time, and the one with the highest price wins.

Han Hao's expression was relaxed, which was very different from the tense and frozen atmosphere on the scene, he knew what he wanted, and he also talked and laughed with Cheng Kai.

"Gold advertising is really gold, according to our survey, last year to buy CCTV gold advertising space of 22 companies this year without a loss, the largest increase in sales is the 'standard king' Huaxia factory, they increased by more than 10 times, and achieved surprising absolute success!"

After speaking, Director Tan of the CCTV Advertising Department raised his hand to signal in the direction of Han Hao.

"Bang Bang-"

The scene resounded with fierce applause, and the successful signboard of Huaxia Factory suddenly aroused the enthusiasm of the business elites in the audience, and everyone began to prepare for the next bidding battle.

The warm applause made Han Hao have to get up and thank everyone at the scene for their care.

"There are now 280 million televisions in China, and there are 1.1 billion viewers for a family of four. With a 70% start-up rate, there are 800 million viewers. If you look at the 50% rating of "News Network", then 400 million people will watch prime-time ads on time every day. On average, a viewer watches a corporate advertisement for a year, and the cost paid by the company is only 5 cents, which is a very good deal!"

Adding a fire to the advertising auction again, CCTV calculated the economic account and clearly told all the potential advertisers present that in fact, prime-time advertising is really not expensive in terms of revenue.

"In the past, it was difficult for a product that was unknown in China to become a famous brand in China. But now with the platform provided by CCTV, it is not a dream to strive for a national famous brand. A year ago, among the 1.2 billion Chinese, who knew the Huaxia brand, now both men, women and children know Huaxia motorcycles! Spending a sum of money can make a company famous and its products profitable, such a good thing is hard to find in China. Now, the same opportunity has come to you again, and whether or not you can seize it depends on your courage, wisdom, and luck! Now I announce that the 1996 CCTV prime-time advertising bidding conference has officially begun!

The director of CCTV's advertising department did not start with a welcome speech, but carried out a pre-war general mobilization, which stimulated the blood and hormones of many entrepreneurs present.

An hour of bidding planning time was given to the company and advertising agency to fill in the quotation in the final sprint stage, and all the boxes were sealed on time at half past eleven.

After receiving the bid, the venue that was originally black and overwhelming was suddenly deserted, and many manufacturers and advertising agencies went out to find a quiet and safe space, and cars, grass, cafes, hotel rooms, etc., conducted the final staff argument and filled in the safest and most sure figures.

Han Hao and Cheng Kai didn't make much move, and the two took the opportunity to go to the cafeteria prepared by CCTV to have lunch. In 1995, the profit of Huaxia factory was at least more than 500 million, and if it really wanted to compete for the "standard king", it had an unusually strong capital.

"Hey, why are you here, are you going to bid?"

A representative of a large food enterprise who had just walked out of the conference hall saw an acquaintance of a regional enterprise in a certain province and asked.

"Where, where, I have always heard that CCTV advertising bidding is a big event, we entrusted the relationship to see the world, see the excitement, and by the way learn from a nationally renowned large enterprise like you. ”

Acquaintances of regional companies modestly said that they were just coming to see the excitement.

The representatives of large enterprises thought to themselves that your small regional factories had heard that they were having difficulties in operating this year, and they were already so poor that they could not open the pot, and they really did not have the strength to compete with each other.

"It's good to see, often go out for a walk to know that there are mountains outside the mountains, and there are people outside the people. Okay, I won't talk to you, next time I come to my territory, I'll treat you to the east. The people of the advertising agency are urging, and there is one last detail to discuss. ”

No more pleasantries, representatives of large enterprises left in a hurry to join the people of the advertising agency.

"Mr. Wang, the price we set may be higher, because there are many unfamiliar faces in the food field, and I am afraid that they will be uneasy to play their cards. ”

"Probably not, just like the companies I met just now just came to see the excitement, they didn't have the strength to set off the storm, or still agreed on the price. Well, let's add another 3 million for insurance. ”

Considering the safety factor, Mr. Wang, the representative of the large enterprise, still increased the quotation.

When the time came to 11 o'clock, people came in one after another in the conference hall of the Media Center, and put the sealed bids into the standard box.

Huaxia Factory was the first batch of enterprises to invest, and a total of 3 bids were submitted.

Half an hour later, all the companies are bidding their offers on time, and the next thing is the nervous moment to uncover the mystery.

At 19 o'clock, due to the restriction that only watch companies can participate, especially the price is as high as 8 million, and finally only one company should bid, and FIYTA Watch from Shenzhen won the bid at a reserve price of 8 million.

The opening was unfavorable, and the first bid almost failed the bid, but fortunately, there was a FIYTA watch to take over.

The person in charge of CCTV has been discussing privately that next year it will adjust the registration rules for this period, no longer restricting the participation of watch companies, but expanding the participation of enterprises in all fields, so as to increase competitiveness.

Next is the 4 "other segments" 5-second advertisements before and after "Focus Interview", with a reserve price of 10 million, Huaxia Factory participated in the bidding, and the price was only 10 million.

The reserve price of 10 million is clearly the posture of accompanying the bid, and compared with the quotation of 15 million yuan from other companies, Huaxia Factory is much more conservative.

However, the others present did not underestimate the Huaxia Factory, everyone knew that the "A section" advertising space after the "News Network" was a must for all enterprises, and the "Standard King" also broke out during this period.

The lowest winning bid for the 5-second advertisement for "Other Segments" was 18.58 million yuan, which was won by VV Group, which won the first advertising space.

Upon hearing the news, VV Group representatives high-fived and congratulated themselves on winning the first game.

At this time, the winning bid price almost doubled the reserve price, and finally began to announce that the 1996 advertising space was in a fierce battle.

What followed was the newly developed period this year, the 12 "Special A" 15-second advertising spaces after "Weather Forecast". Last year, Huaxia Factory won the bid king, and CCTV also sent a time slot in this position, but I didn't expect to take it out for public auction this year.

28.88 million, Huaxia Factory's offer ranked 10th, and won one of the 12 advertising spaces in the "Special A" segment. This advertising space has 15 seconds to play corporate advertisements, and the length of the time period is appropriate, which belongs to Han Hao's favorite time period, so he did not hesitate to take it resolutely. The 15-second advertisement of Huaxia Factory received a good response during this period.

Huaxia Factory shot in the "Special A" section, indicating that its motivation to compete for the "standard king" is much weaker, if it really wants to compete for the throne, it will definitely not disperse the bullets, and the people below have speculated.

But some people think that Huaxia Factory is not bad for money, and it is more conducive to advertising to grab more advertising space during prime time.

The "Special A" segment seems to be unpopular, there is still no dark horse to kill, the good show is behind, and everyone is staring at the advertising space of the "A section" after "News Network".

Sure enough, this position attracted the attention of many manufacturers, and 25 companies bid for 2 places in the first food category alone.

VV Group's offer of 41 million yuan is temporarily ranked first, and a large food enterprise mentioned above ranks second with 36 million yuan, if no company bids higher than 36 million yuan, then this large food enterprise will win the bid as desired.

"38 million!"

I learned that I had told myself that I was just here to learn and watch the lively regional food companies that broke out high prices, and finally squeezed myself down to replace them and won the bid in second place.

Mr. Wang, the person in charge of the large food enterprise, really gritted his teeth with hatred, the shopping mall is like a battlefield, and he can't believe any word of his opponent. In order to show his face on CCTV, the other party said that he had mobilized the support of the local government and got enough funds to bid. Although the business situation was not good last year, it still could not stop them from entering the country.

If you are not so confident, then you should be able to sense that something is wrong with the other party, but unfortunately this year's plan has failed.

With VV Group's demonstration of winning two bids in a row, others present still believe that Huaxia Plant can become a strong candidate for "Bid King".

Unfortunately, the reality says it all, in the two places of "machinery and automobiles", the light riding group and the southern group won the target with 54.88 million and 49.99 million respectively. With the successful precedent of Huaxia Motorcycle, this "machinery and automobile" has completely become the world of competition for motorcycle companies, and Qingqi Motorcycle and Southern Motorcycle are all big brands of state-owned enterprises. Qingqi Group is very likely to be one of the candidates for this year's bid king, with an offer of more than 50 million already the highest bid so far.

The price of Huaxia Factory is only 13.8 million, which is still the reserve price at this time, thus officially announcing that the Huaxia brand has withdrawn from the competition for the "standard king".

Before this public bidding, Huaxia Factory had signed a contract to become the sponsor of CCTV's 2 sets of "Economic Half Hour" and the newly launched 5 sets of "Sports News", and the amount paid was less than 7 million. As long as it maintains enough exposure, Huaxia Factory's advertising strategy is more targeted, and the sponsors of these two columns are because the target potential customers have a high degree of overlap here. As for the 15-second advertisement of "Special A Section", it still has to maintain a certain amount of prime time exposure, but there is no need to compete for the title of champion again.

Knowing how to advance and retreat, being good at attacking and defending, and relaxing one by one, is the way of benign development.

The joy of riding a light motorcycle didn't last long, and it was knocked out by the arrogant liquor company.

A total of 24 liquor companies participated in the competition, including many well-known brands such as Wuliangye, Tuopai, Zhanggong and Gujing Gongjiu, but the fiercest struggle occurred between liquor companies in Qilu Province.

"Confucian family wine, 62,988,888!"

When the host read this number, the audience applauded, this is the explosion point of today's bidding, and the competition for the bid king is about to start.

But soon came the old rival of Confucius's wine, Confucius's banquet wine!

"63,999,999!"

Oh my God, it's incredible, the audience was once again overwhelmed by this battle full of the smell of money, and the applause rang out enthusiastically, it seems that this year's advertising king must be the Confucian banquet. Because behind it, there are no opponents worth fighting, and all well-known companies have already appeared.

But God just likes to joke on everyone, and an unknown liquor company in Qilu Province quoted an overwhelmingly high price of 66,666,688 yuan!

Its name is called - Qinchi Liquor!

The 1996 advertising champion was once again counterattacked by an obscure small enterprise, and even the skilled CCTV screenwriters couldn't write such a dramatic script!

Will Qinchi Liquor be the same as Huaxia Motorcycle?

It can only be left to time to demonstrate.