As a major advertising player among domestic enterprises, Chunghwa Group has been paying attention to monitoring the trends of domestic media. Since the beginning of this year, a program called "Super Girl" on Shonan Satellite TV has become popular inexplicably.

Different from CCTV's orthodox route, Shonan Satellite TV's purpose of establishing a station with entertainment is more in line with the spiritual needs of Chinese in the context of rapid economic development. The objective and cold ratings data is enough to explain everything, CCTV is no longer dominant, and the local satellite TV corps led by Shonan Satellite TV has begun to compete head-on with the well-established CCTV.

"Super Girl" has just finished holding a regional competition and is preparing to hold the finals, and is actively attracting foreign investment. As a fast-selling beverage, the ad plus channel mix is the go-to choice for marketing. Why Coca-Cola and McDonald's advertisements can be seen everywhere is to constantly remind consumers of their sense of existence, and once everyone has a demand, the first choice that comes to mind is naturally it.

Seeing that I have to let consumers buy it, the current distribution channels of Jianlibao are still there, and the difference is to rekindle a fire in everyone's hearts. Han Hao plans to start with "Super Girl" to rejuvenate Jianlibao, a national beverage brand that has been stumbling for many years, and stand in front of consumers.

Shonan Satellite TV finally held a popular talent show, this year's second "Super Girl" made an unexpected start, the annual finals have not yet been held to determine the rankings, and the popularity of many contestants has surpassed last year's champion and runner-up. Naturally, they hope that the annual finals will bring more advertising, so they are very hard at advertising.

Hearing that Zhonghua Group intends to come in, Shonan Satellite TV of course welcomes it with both hands. According to statistics, Shonan Satellite TV is the satellite TV channel that Zhonghua Group has put the most since CCTV outside, with an annual investment of more than 40 million yuan, which is a well-deserved big customer. Therefore, Shonan Satellite TV sent a special person to serve and connect with Zhonghua Group, in order to stabilize such a long-term partner.

As the title sponsor of this year's "Super Girl", Mengniu got the exclusive naming right for 28 million, and the two sides also launched a new form of interactive marketing activities, such as printing an advertisement for "Super Girl" on a milk carton.

Being a latecomer in the market, in the face of Yili's strong suppression and loss of the CCTV platform, Mengniu chose a local channel such as Xiangnan Satellite TV, but he did not expect to find another way to achieve unexpected results.

Just as they were cheering for the success of Mengniu Yogurt through the title "Super Girl", they received a not-so-pleasant news.

Shonan Satellite TV hopes to add the Jianlibao brand as a special sponsor in the finals of "Super Girl", so as to distinguish itself from Mengniu's exclusive title sponsor.

"This is impossible, this move violates the advertising contract we signed at the beginning, Mengniu is an exclusive title company, and other companies are not allowed to be listed in it!"

Just learned that the brand Jianlibao fell into the hands of the richest man in South Korea, the industry, including himself, was just watching the show, but he didn't expect Jianlibao to burn the fire to his door so quickly, and Mengniu of course expressed strong dissatisfaction.

I worked hard to plant trees, and finally grew into a forest and saw hope, but ushered in people who competed for shade.

"We're sorry, but the contract doesn't stipulate that we can't join other sponsors, and besides, they don't participate in the naming, and you are still the only naming company. ”

The people of Shonan Satellite TV dared to propose such an operation, and they were naturally fully prepared.

"If you insist on objecting, then we have the right to terminate the contract and demand that 50% of the sponsorship be paid to you according to the terms and conditions, and another title sponsor will be replaced. In fact, we are here today to inform you, not to ask for your consent, as the organizer of the program, we have full autonomy. ”

As a blackface Shonan Satellite TV person said the above words, they do have the right to interrupt cooperation, and they were indeed in an advantageous position when they signed the contract, but they would not tear their faces until the last moment.

"We acknowledge that your Mengniu Group has made a great contribution to the Super Girl project, but we hope that you can understand the difficulties of our Shonan Satellite TV. At the beginning, the price negotiated at the time of investment was given you a great discount, but now there are great opinions in the station, and we are just making up for it now to block the mouths of those people.

What's more, Jianlibao and you have no direct competition, you are milk, they are drinks, everyone works together to make the show bigger, and ultimately benefits each other. ”

At this time, the white-faced man came out, and his task was to persuade Mengniu to accept Jianlibao's intervention.

Han Hao's original intention was just to borrow the east wind of "Super Girl", he just wanted to put Jianlibao advertisements in the finals advertising period, and the next step was to learn that Mengniu got the authorization of satellite TV to print relevant advertisements on Jianlibao beverage cans.

Unexpectedly, after the people of Shonan Satellite TV learned that Shoufu Yitou advertised, they specially made a new advertising cooperation plan for Jianlibao, and the amount naturally rose from millions to tens of millions of cooperation.

"As one of the top media platforms in China, we have achieved very good results in our in-depth cooperation with many brands. Mengniu and "Super Girl" are a typical case, and the two sides have opened an in-depth cooperation model with each other and achieved a win-win effect.

If you want to advertise in Super Girl, we have a better suggestion that you become a special sponsor of the show, after Mengniu.

Next year, you can title sponsor our ace programs such as "Happy Camp", and this time "Super Girl" can be the beginning of our in-depth cooperation......"

The special sponsor's statement is that Shonan Satellite TV took the initiative to tie up the cooperative relationship with the richest man.

Han Hao will invest heavily in reshaping the image of Jianlibao when he says publicly, so there will definitely be a huge amount of advertising expenses, and Shonan Satellite TV can get a piece of the pie is enough to eat a full stomach. Unlike CCTV's annual advertising revenue of 8.5 billion, Shonan Satellite TV's revenue is less than 500 million, which is far from the ideal state. Therefore, they will definitely do their best to win for large customers that may bring incremental growth.

"Anyway, we strive for an operation without loss, and the result of failure is just to maintain the status quo, and once successful, we will immediately have a big customer!"

This is the original words of a senior executive of Shonan Satellite TV, for the consequences of almost zero risk and high return, no one can resist the temptation.

Left and right, both sides take all, that's the truth.

In the tide of market economy, if you want to stand out and become a trendsetter, you can't do it without courage and means. This is true for individuals, but also for businesses.

Of course, Mengniu was reluctant at first, but the two opponents were not easy to offend, one is a high-quality platform like Shonan Satellite TV, and the other is the richest man in Han who enjoys a good reputation in the domestic business community.

The matter is still reported to the top of the enterprise step by step, and the bigwigs will make a decision.

Han Hao's shot at Jianlibao is still more praised than depreciated in the corporate world, everyone knows that this hot potato, ordinary people really can't play it. especially learned that he was invited by Li Jingwei to join the master, which added more affection.

After Niu Tiegen, the boss of Mengniu, learned the news, he thought about it for a long time in the office alone.

"Brother Han, since you want to re-play the card of Jianlibao and win glory for the national drink, I absolutely support Lao Niu. I understand the situation of Shonan Satellite TV, and I have instructed the following to cooperate with the work as much as possible. In the future, if there is such a trivial matter, you can just call me and tell me. ”

When Han Hao received a call from Niu Tiegen, he listened carefully for a while before he understood the other party's intentions.

As the vice chairman of the Federation of Industry and Commerce, Han Hao's status as an entrepreneur in China is increasing day by day, and many people will give him face.

If it were someone else, Niu Tiegen would really not compromise and might fight to the end. But with a character like Han Hao, he must be thoughtful. In the end, he decided to be generous and let Jianlibao in.

Unconsciously, Han Hao owed Niu Tiegen an adult invitation, and Jianlibao only became the owner of "Super Girl" after Mengniu agreed.

This is indeed a fact, Han Hao doesn't know the specific operation process, he just thinks that the platform of "Super Girl" is good to send a message to Jianlibao, but he didn't expect that it also involves Mengniu's naming rights.

Asked his subordinates to take a look, Han Hao understood the operation methods of Shonan Satellite TV, and he and Mengniu were both underwhelmed.

"This secret loss is really wronged, as if only I am the only one. ”

Xiangnan Satellite TV is a big winner, just a little bit of talk to get one more big customer; although Mengniu has lost its exclusive qualifications, but with Jianlibao hype marketing can indeed make the program to a new height, and also make Han Shoufuman owe favors; as for Jianlibao won the hot platform promotion of "Super Girl", it is expected to turn over; only Han Hao owes favors in vain, and he will always have to pay it back in the future.

After 60 days and 7 episodes, Shonan Satellite TV made a special sponsor offer of 15 million for "Super Girl", which gave away a lot of free advertising time for Jianlibao to place.

After bargaining, it actually only costs 10 million to reach a deal, but the external publicity is still at the request of Shonan Satellite TV and the transaction is still at a price of 15 million.

"Dear viewers and friends, welcome to Shonan Satellite TV's 2005 Mengniu Yogurt Super Girl Top 20 Finals. This program is exclusively titled by Mengniu Yogurt of 'Sweet and Sour is Me', and the Oriental Magic Water Jianlibao of 'Drinking Jianlibao, Your Body is Good' is specially sponsored and broadcast......"

With the voice of Mr. He, the host of Shonan Satellite TV, Jianlibao, a brand that has been silent for a long time, once again appeared in front of the national public.

Although it sounds a little old-fashioned, the classic advertising slogan of Jianlibao immediately awakened the collective memories of people in the seventies and eighties, and the appearance of orange and yellow drinks reappeared in many people's minds.

The 20 million cans that were put into the test were scraped out of the voting code of the new product, which was quickly produced in the factory. They are shipped across the country's distribution network, and each can is marked with a scratched number for a valid ballot, making it easy for Supergirl fans to call or vote on their website.

Different from the telephone vote of 1 yuan, Jianlibao, which is priced at 2 yuan, in addition to enjoying drinks, also gives away votes worth 1 yuan, which makes Jianlibao the darling of major supermarkets for a while.

Even Han Hao couldn't estimate that "Super Girl" would set off a wave of national carnival in the summer of 2005, and at the same time drove Jianlibao to sell well.

"Boss, do you have Jianlibao here, we want them all!"

"Jianlibao, Jianlibao, we pay for the reservation, you hurry up and pick up the goods!"

......

The main force composed of countless primary and secondary school students began to sweep the shelves of Jianlibao, and they emptied Jianlibao in order to support their idols. This makes many post-70s and 80s generations who want to miss the taste of their childhood unable to buy the goods, which inadvertently triggers the effect of hunger marketing.

In front of the gate of the originally deserted Jianlibao factory, the big trucks that picked up the goods lined up again to wait for the goods, and the long-lost hot sales situation finally appeared again.

This scene made Li Jingwei, who was sick and watching, see tears in his eyes, he can finally return to the ward for treatment with peace of mind, his mission in Jianlibao has ended, and he can let go and let him usher in a new era of development under the leadership of the new owner.

"Do you know what PK means?"

On the phone, Chen Lingxi asked Han Hao.

With the strong rise of "Super Girl", the word PK has also penetrated into the hearts of ordinary people.

"I don't really understand, but I watched KO when I was a kid, and I played a few "Street Fighter" games. ”

Han Hao replied confusedly when faced with his fiancée's inquiry. Jianlibao is just his side business, and he still focuses on cars.

"You're still the new boss of Jianlibao, and you don't even know the new terms caused by sponsoring "Super Girl......"

After being popularized by Chen Lingxi, Han Hao understood the true meaning of this new term.

"My roommates approached me to get a few tickets to the Super Girl live finals, and they couldn't wait to support their idols. ”

It turned out that he took the initiative to call Han Hao today, and Chen Lingxi also came with a task.

"Don't you have someone to support, do you? Do those girls really have that much magic? Even you ivory tower students are not exempt from vulgarity?"

When Han Hao heard this, he immediately reacted and asked.

I set a fire myself, but I didn't expect it to burn into my inner yard.

"I've drunk a lot of Jianlibao these days, what do you say?"

Chen Lingxi didn't answer directly, and asked mischievously.

In the end, he hung up the phone, and Han Hao didn't get the answer he wanted, which candidate his fiancée supported, which made him feel a different kind of frustration.

Because of the object that led to Chen Lingxi's "empathy and love", he had nowhere to do anything, and he felt that he had lost to someone who should not have been defeated.