The caller was Cheng Kai, the boss of the advertising company, who said that there was a very good party, and it was a big opportunity, waiting for Han Hao to participate. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 ｉｎｆｏ

"CCTV will hold a national bidding conference for advertising prime time, and Tan of the CCTV advertising department is always a good friend of mine, and they have decided to make a big move this year, inviting heroes from all walks of life across the country to the capital to compete in the capital. ”

Cheng Kai said happily on the other end of the phone, but Han Hao was a little confused.

"Biao Wang, what's the use of this?"

Seeing Han Hao's indifferent attitude, Cheng Kai really hated that iron could not become steel, he hung up the phone and said that he flew over to interview Han Hao.

As an elite in the advertising industry, Cheng Kai is very interested in the concept of "standard king" proposed by CCTV. During the private discussion in their circle of friends, Cheng Kai knew that CCTV would support and hype the "Standard King", and whoever wears this hat may be heard by the world for a while!

Think about it, to make the name known to 1.1 billion people in China is such a difficult and great undertaking for advertising practitioners. Now, CCTV has given everyone a chance, and Cheng Kai has decided to seize it. Why did he think of Han Hao? First, because Han Hao had said that he would launch a vehicle product at the end of the year. The second is that Huaxia Factory has the money and strength to succeed in this plan.

As soon as he thought that he was going to create a major event in the history of Chinese advertising with his own hands, Cheng Kai couldn't hold back his excitement.

Sure enough, the next day, Han Hao met Cheng Kai in Hushan.

"I originally wanted to put it in the newspaper, but now our products are in short supply, so there's no need to go to CCTV to advertise, right? ”

"What do you want me to say about you? I want to ask if a person's vision determines the size of his pattern. Are the products of your factory ready to be sold to every corner of the country? If you are willing to toss around on one acre and three points of land in Zhehai Province, then I will turn around and leave!"

Cheng Kai was a little crazy, Han Hao just didn't understand his good intentions, and he didn't know that there was a big opportunity in front of him. But he had to convince Han Hao, otherwise not only would he regret it, but Han Hao would regret it for the rest of his life.

"We must go to the whole country in the market, after all, Zhejiang and Haihai provinces can't feed our factory. But what does it have to do with what we are going to rob the king?"

Now that the Huaxia Princess scooter is performing well, Han Hao feels that it is better to invest so much money in advertising than to use the funds in research and development.

"Well, let me give you an example, if your Huaxia Princess's car is exactly the same as the product of Jialing Factory, and the price is exactly the same, you say that consumers have a good chance of choosing which one in front of the two cars?"

"That must be the Jialing factory, after all, they are well-known. ”

Regarding Cheng Kai's question, Han Hao answered without thinking.

Now Princess Huaxia is selling well, just because there are no similar products on the market.

"You see, that's the power of advertising, product branding doesn't happen overnight, but publicity is definitely essential. For example, large companies such as Coca-Cola will spend a fixed percentage of publicity money every year to promote, just to maintain the image of the brand. Like the Huaxia Princess scooter you launched, now the whole country knows your brand of people, how many people can you estimate?"

"Well, tens of thousands of people, they all said yes after they came into contact with our products. ”

To the question, Han Hao answered honestly, in addition to the well-known engine, the products of the Huaxia factory are more well-known, and the influence of the whole vehicle Huaxia Princess is basically only in a few cities in Zhejiang Province.

"Tens of thousands of people know about your products, how many cars have they bought?"

"With more than 3,000 bars, our output is gradually climbing. ”

"If I zoom in on this multiplier, if 100 million people know about your products, what do you think the sales will be?"

Seeing that Han Hao was silent, Cheng Kai continued to add a fire and asked.

"What is the expected sales volume of your factory next year, and how much does it cost to advertise on each vehicle?"

"450,000 vehicles, I haven't thought about the specific cost sharing. ”

Han Hao replied conservatively that he decided to have reservations about the original plan of 550,000 vehicles.

"According to your current sales price of 9,800 yuan, 100 yuan per car is more than enough to squeeze out 100 yuan of advertising costs, right? 1% of the advertising cost is already a very low proportion in the eyes of the industry. I dare to pack a ticket, if you win the bid, the goal of 450,000 vehicles will definitely be achieved, and even more than double the production can be achieved. Think about it, it's like a martial arts novel in which all the heroes of the world gather in one place, and then they are robbed of the first place by a nobody, what a commendable thing!"

Cheng Kai has a kind of romance of literary youth, he is intoxicated and indulged in his fantasy scenes, and he is the director behind all these big scenes.

"How much does it cost to capture the Bid King, although what you said is quite good, I must at least calculate the account before I can make up my mind. ”

was told by the lotus flower, Han Hao couldn't help but be a little tempted, and asked about the price.

"Between 25 million and 35 million, it occupies the prime advertising space after the whole year of "News Network" in 1995. At that time, there will be other periods of advertising giveaways, if you spend 30 million if you are full, you can also send about 10 million idle garbage advertising periods. ”

"News Network" and "Weather Forecast" are the most-watched TV programs in China, except for CCTV's exclusive broadcast, all provincial and municipal stations in other countries are required to broadcast them, and the ratings of the advertising time sandwiched between the two are 40% according to the survey.

Originally, there were no ads in this period, and it wasn't until the 90s that the first 5-second ad was introduced. Later, more and more companies focused on this period, and from 1993 onwards, a 5-second ad was added, which could not stop the influx of advertisers. Therefore, in January 1994, the addition of 30 seconds of advertising was not enough, and in April it was added to 60 seconds, which was still not enough. In the face of limited resources, enterprises eager to advertise have tried their best, and countless strips have poured into the desk of the director, XX Province, XX Office, XX Department and other strips are one by one, and no one can be offended. As a result, CCTV had no choice but to resort to a trick -- open bidding, the one with the highest price will win, and no one will be offended if they speak with strength and luck.

Therefore, as China's unique national television station and the most authoritative propaganda position in China, CCTV has issued a heroic post to well-known enterprises across the country, calling on them to fight a decisive battle at the top of the Forbidden City! All of a sudden, the wind and clouds will meet, stirring up the world's heroes to pull out their flags and enter Beijing, and they have the potential to swallow mountains and rivers and strive to be the first in the world.

After all, it was an investment of tens of millions, and Han Hao settled Cheng Kai first, under the pretext that he needed to discuss with the company's management before making a final decision.

Thanks to the booming engine market, in the first 10 months of 1994, Huaxia Factory sold a total of 280,000 engines, with sales of 680 million yuan, book profit of 250 million yuan, and net profit of about 160 million yuan after deducting preliminary investment and taxes. Most of this money is invested in research and development, production lines, raw material procurement, because of the application for a large amount of bank loans as fixed assets of the vehicle and engine expansion production line investment, so its own funds still lie in the company's account 120 million.

Han Hao has promised that the factory's profits will not pay dividends, and will continue to invest in rolling reproduction, and his goal is to make Huaxia Factory the leading machinery industry company in China. A portion of the factory's profits are purposefully reserved for the future to move from motorcycles to automobile production.

"I'm not in charge of the business side, and now that the R&D work has entered a critical moment, I won't be attending the meeting. ”

Yu Hang did not give a reference opinion on the decision to advertise on CCTV, because he had no time to worry about these miscellaneous matters.

Miao Zhenhua also abstained from voting on the grounds that he did not understand the behavior.

However, Zheng Nan, the general manager, strongly objected to taking tens of millions of dollars to CCTV to advertise, his reason was that the domestic motorcycle factories did not do it, and the brand was done step by step by word-of-mouth, rather than shouting with a loudspeaker. If you really want to advertise, you will invest millions to test the water, and then increase the effect. Now tens of millions of dollars are thrown out at once, and the income cannot be guaranteed.

"I think advertising is good, now we go out to find a supporting factory, others think that Huaxia factory is a small enterprise from somewhere. If we advertise on CCTV, why don't we need to introduce it to others in the future, just let him watch TV. What's more, if our new products want to go to the whole country, advertising is the most trouble-free measure. As soon as others see it, you can advertise on the authoritative central station, at least I believe that you have some strength and credibility, and you are comfortable talking about cooperation. ”

Niu Dawei interpreted the benefits of advertising on CCTV from his own perspective.

Then other people also expressed their opinions, in short, there are many people who support and oppose them, after all, the product is not worried about selling now, and there is no need to spend money in vain.

The final decision is still back in the hands of Han Hao, and he will make the final choice, whether to compete for this "standard king" or not?