The name Xifeng is very vulgar, when the canning factory was founded, it coincided with the agricultural harvest in Rongping City, so it represents the meaning of "happy harvest".

Jiafeng is not far behind, anyway, that's what it means.

Now the two companies are in the hands of the Song family, and it seems that they can't get along with "Feng", which really makes people feel incompetent in choosing names.

But when the vulgar is vulgar, the sales are opened, and the influence is there, so it can naturally become good.

Is Wahaha vulgar?

Is Master Kong vulgar?

It's more vulgar than Xifeng, but people are awesome, and no one will pick a thorn in the name.

However, "Jiafeng" must be changed, because of the relationship between "Focus Interview", the brand stinks, and it is easy for consumers to resist.

Song Qizhi hired an advertising planning company, tossed for more than half a month, and finally came up with a satisfactory name - Xianjiu!

After the restructuring, Jiafeng Liquor also became "Xianjiu Liquor Co., Ltd." "Jiafeng Liquor" is still on sale, which belongs to a brand under Xianjiu Liquor, and the "Xianjiu" series needs to be slowly marketed.

The liquor advertisements in our country are really powerful, and the advertising words are more awesome than the other, and they are appreciated by both the elegant and the vulgar. For example, "Drink the Confucian Mansion Banquet Wine and Make the World's Articles", "A Song of the Phoenix Seeking the Phoenix, Thousand Years of Wenjun Wine", "Tang Dynasty Court Wine, Prosperous Sword Nanchun", "Three Thousand Years in the World, Five Grains into Jade Liquid"...... That momentum, domineering!

The advertising company that Song Qizhi found also searched his stomach and came up with two advertising words: fairy wine brews strong love, and the world is happy to meet.

So-so, it's passable.

……

Song Weiyang and Song Qizhi walked side by side, with a few followers behind them, and went straight to the CCTV building after getting out of the car.

Song Weiyang said: "In the future, Xianjiu will focus on high-end and mid-range brands, and the packaging should be high-grade. The wine bottle can imitate the style of the five kilns of Song porcelain, and it can also be made of cloisonne, blue and white porcelain, etc., which makes people feel high-end atmosphere at a glance. Jiafeng wine focuses on the mid-range and low-end markets, winning with affordability, but the packaging also needs to be thoughtful. The positioning of the product must be clearly distinguished, no longer divided by what head song, special song, most consumers do not care about those, they only ask for good memory, good sound, and face. ”

"You have more ideas than our dad has. Song Qizhi said with a smile.

"My dad is very good at managing the company, but to be honest, my marketing thinking is not good, and I have never launched a representative product for more than ten years of liquor," Song Weiyang said, "You let people make a blue and white porcelain bottle packaging, simple, fresh, elegant, and solemn, so they named it 'Blue and White Fairy'." When this series is launched on the market, do consumers remember it as soon as they hear the name, and do they remember it as soon as they see the bottle? If the blue and white porcelain fairy wine sells well, then make a sister series and use the big red porcelain bottle to make the 'red flower fairy', can it make customers feel fresh?"

Song Qizhi nodded and said, "This method is good." ”

Song Weiyang said: "The bottle capacity can also be changed, and we specialize in producing a product that only has 2 taels of wine. Putting the mouth of the bottle crooked to one side, a bit like a traditional iron wine jug, named 'Crooked Mouth Fairy', is it something that people can remember? This kind of small bottle of 'Crooked Mouth Fairy' must be easy to sell, maybe better than other products. ”

"Why?" Song Qizhi asked.

"When you go out to drink alone, you can't finish a pound. Or a group of people going out to eat, and only one or two of them drink, can't they finish the big bottle? If you're in a bad mood, buy a small bottle, pull out the lid and blow on the bottle, so that people don't suspect of being drunk when they see it," Song Weiyang explained, "It's not just as simple as changing the capacity, but a completely blank market!"

Song Qizhi was still a little perceptive, and asked: "What you just said, should it be launched one by one, just like the three Xifeng canned foods you made?"

"That's right, you can't take it out all at once," Song Weiyang said, "first make blue and white porcelain and crooked mouth series." ”

While the two were talking, they had already gone up to the third floor. Pick up a sign at the entrance of the venue and you will enter the Media Center, where dozens of bidders have already arrived.

The bosses got together in twos and threes, handed out business card sets, and did not miss any opportunity to broaden their contacts.

As for the CCTV standard king or something, to be honest, everyone doesn't pay much attention to it.

It's just a 5-second advertisement, and it's better to buy a few more advertising spaces in other time periods.

Moreover, foreign companies with deep pockets are not interested in CCTV bidding, and there is no bidding representative of foreign companies in the Media Center at this time.

In the early 90s, there were various dual-track systems in China, tuition fees were dual-track, and advertising was also dual-track. Foreign brands such as Coca-Cola spend 2.5 times as much to advertise on CCTV as local companies, and are subject to many additional restrictions.

As soon as Song Weiyang and his brothers sat down, there was a business card set next to them: "Which company are you from?"

Song Qizhi said with a smile: "Immortal Liquor Company." ”

"Immortal wine? The man lost interest instantly.

Every night, between CCTV's "News Network" and "Weather Forecast", there are a total of 13 five-second advertisements.

The so-called standard king, that is, the first five seconds after the end of "News Network", only these 5 seconds are worth tens of millions. Even if you don't shoot the king, you can compete for the other 12 five-second ads, and you won't suffer a loss if you shoot anyway.

When the bidding was about to begin, a woman in her 40s appeared. Her name is Tan Xisong, director of the CCTV advertising department, and she planned the auction of CCTV bid kings - before that, the 13 five-second advertising spaces couldn't be obtained with money, and they had to go through the back door.

Half a year ago, Song Weiyang let his eldest brother run all kinds of gifts, and he stuffed a lot of money, and he only got the advertising space after "Weather Forecast", and he didn't even think about it before "Weather Forecast".

"Friends from the business community, thank you for coming to participate in the CCTV advertising bidding meeting," Tan Xisong smiled and spoke, "This bidding will be a little different, we have a concept of the bidding king, the highest bidder can get the first five-second advertising ...... after the "News Network"

The bidders of dozens of companies are here for this, especially those who don't matter, and today they finally have the opportunity to send money to CCTV.

At the same time, advertisements in the same industry are only given to two companies. This means that they don't have to bid the highest price, they only need to compete with their peers. Take liquor as an example, as long as the bid can rank second among liquor companies, you can get a 5-second advertising space.

As for the standard king, whoever likes to take it, that thing is too expensive.

Tan Xisong was originally scheduled to bid for the auction, but temporarily changed to a hidden bidding method, which added a bit of unknown drama to the bidding scene.

People inquired about each other and tried to test each other, not only afraid that they would not be able to win the bid if there was less money, but also afraid that the money would be too wasteful, and the price would be changed and changed, and from time to time someone would go out to call and discuss repeatedly.

Song Weiyang is bound to win the benchmark, even if he can't remember the winning bid price this year, he can just fill in 100 million, and he can quote 10000000000000000000000000000000000000000000000000000000000000000000000000000000 Anyway, let's take a picture of the bid king first, no matter how much the auction price is, Lao Tzu will only give 30 million, you CCTV will watch it, and if you don't want to smash the bid king's brand, you will compromise obediently.

Of course, this kind of method is too offensive to people, it is a one-shot deal, don't think about advertising on CCTV in the future.

Song Qizhi sat calmly, and it was not until the end of time that he put the price that had been negotiated a long time ago into the standard box.

Tan Xisong personally sang out the price one by one, and when she said "Confucius banquet wine 30988898 yuan", many business owners gasped, this shot is too trenched!

"Xikang Xianjiu Liquor Co., Ltd., the bid price is 33333333 yuan!"

More than 33 million!

People inquired about the origin of "fairy wine", and the boss of the Confucian banquet wine directly changed his face.