Lin Qingya heard about such an advertising model for the first time, and the whole person was stunned for a long time before coming back to her senses.

Li Mu said that this kind of routine, in the last life, almost let the major enterprises play badly, just with QQ I don't know how many, but now, this model is really no one has played.

If you want to use virtual currency as an attraction to physical consumers, you must first let physical consumers have enough recognition of virtual currency, which is particularly demanding for online enterprises that provide virtual currency, otherwise if users do not recognize, this virtual currency promotion will not get actual results.

In the previous life, even QQ did not really promote QQ coins at the beginning of 2003, but the current YY coins have been popular around the world for half a year, whether it is YY various paid value-added membership services, or YY cartoon shows, YY games and YY pets, YY coins need to be used, and the audience of these paid services is very large, so users are particularly recognized by YY coins, which meets the basis of using YY coins to promote physical goods.

Lin Qingya calculated an account by herself and said: "Mr. Li, if you follow what you said, let Coca-Cola pay us 100 million US dollars, we will give them 200 million US dollars worth of virtual currency, and also open a secondary page for them, and advertise this cooperation, it is still very cost-effective for Coca-Cola." ”

Li Mu nodded, and said: "Of course it's cost-effective, in addition to the direct value of our advertising, 200 million US dollars of virtual currency will play a huge role for them, if it is calculated according to the average exchange code can be exchanged for 20 cents of virtual currency, 200 million US dollars of virtual currency is enough for them to produce one billion bottles of cooperative Coke, with the influence of YY, these billion bottles may not be sold out in a short time." ”

"But the $100 million promotion cost is really scary, and I guess if we go to a zero, Coca-Cola should be very interested," Lin said. ”

Li Mu waved his hand: "What zero, our first cooperative advertisement, must be enough to force the grid, this is related to our corporate positioning and tonality, at the beginning we must put a high posture, we must set a high enough threshold for cooperation, and will never lower the threshold requirements to any enterprise, only in this way can we ensure our characteristics." ”

Saying that, Li Mu said: "You can directly make the plan I just said into a project plan and hand it over to Coca-Cola, if Coca-Cola refuses or wants to bargain, it doesn't matter, don't bother with them, turn around and give this cooperation plan to Pepsi without changing a word, tell Pepsi that as long as he nods, all the elements about Coca-Cola in it will be replaced by apprentices, and then you will see how the two of them will grab." ”

Lin Qingya immediately nodded in understanding: "I understand, today I will make the project plan and send it to the interface person over there of Coca-Cola." ”

Li Mu smiled slightly, and said with a determined face: "With a budget of 100 million US dollars, to do a global promotion, this transaction is too worthwhile for any of them, if they have normal thinking logic, they will definitely not refuse this kind of cooperation." ”

After that, Li Mu said to Li Qingya again: "Makino Technology can start external advertising cooperation in the next step, but there are a few principles that must be observed. ”

"First, we only cooperate with companies that have sufficient strength, globally, we only cooperate with the world's top 500, and within each country, we only cooperate with the world's top 500, or the country's top 100 enterprises, if it is a small and medium-sized country, then we only cooperate with the country's top 50, 30 or even top 10 enterprises;"

"Second, we do not accept any hard or soft advertising, only cooperative advertising, and the cooperation plan must be decided by us;"

"Third, in the cooperation plan, we must have special discounts and care for our users, even if it is cooperation with car companies, manufacturers must at least promise to give YY users a certain discount, or special customized gifts, otherwise we will definitely not cooperate. ”

Li Mu is very clear that with more and more advertisements seen in life, the resistance of ordinary users to advertising is getting higher and higher, and the conversion rate of advertising is getting lower and lower.

In Li Mu's view, in the future advertising industry, hard advertising will gradually decline and become a chicken rib, high prices with inefficient conversion rates, such advertising forms will eventually become a helpless choice for large enterprises to maintain exposure because of lower and lower cost performance.

Or take Coca-Cola as an example, even if one day TV advertising is no longer of much significance, they will still spend a lot of money on major TV media, these placements are not to get high users and sales conversion, but to maintain the brand's exposure in front of the public, when Coca-Cola began to stop advertising, it must mean that Coca-Cola has a major problem or change.

Although the demand for hard wide by high-end users is very large, in Li Mu's positioning, YY will definitely continue to put an end to hard wide as it is now in the future, and will not do this kind of advertising form that makes users directly disgusted.

However, in addition to the hard broad, the soft wide itself is a little out of hand.

Soft wide itself is actually a kind of inducement or even deception, so this kind of means, has always been small and medium-sized enterprises are extremely enthusiastic, there is an opportunity to play with a small broad, four or two thousand pounds, YY such a large global platform, in order to ensure their own style, tonality and catering to their own users, in the future will inevitably not be able to help other enterprises play soft wide.

Hard advertising doesn't want to do it, soft advertising can't do it, so in Li Mu's eyes, the only thing that can really be done is cooperative advertising, and it is deeply customized cooperative advertising.

In his last life, Li Mu has seen too many cooperative advertisements, just scanning the code in exchange for QQ coins advertising, he doesn't know how many he has seen, users of a certain platform to a certain merchant to enjoy exclusive discounts This model is even more numerous, just on the platform of Dianping, Autohome, Ctrip Travel I don't know how many merchants are taking such a model to promote, and the operation mode of those group buying websites is the same.

This kind of cooperative advertising model is what Li Mu is really willing to see on YY.

In other words, it may be difficult to understand Li Mu's almost clean cooperation method, but Lin Qingya quickly understood Li Mu's thoughts and knew what he really wanted.

What Li Mu wants is to earn a huge amount of advertising money, while not letting users have any resistance to advertising, and more importantly, to let users get practical discounts from this kind of advertising, and after raising the entry threshold for advertising cooperation, it is bound to be well-known enterprises in all walks of life, which will greatly promote the corporate image and brand value of Muye Technology itself.

Li Mu spoke again at this time: "By the way, Qingya, I will give you two tasks." ”

Lin Qingya hurriedly said: "Mr. Li, you say." ”

Li Mudao: "On the one hand, you have to set up a BD team and advertising planning team, on the other hand, you have to take the time to sort out the details of our full set of products, see which links are suitable for advertising cooperation, what kind of cooperation is suitable for doing it, sort it out, and then let people make a plan to contact the target company." ”

Speaking, Li Mu gave an example: "Take McDonald's as an example, if McDonald's is willing to launch a new YY package for YY users, and give certain discounts and customized gifts in the pricing of the package, then we will add this new package of McDonald's in the pet props in YY pets, and promote it as a popular prop, and promote McDonald's brand and products through implantation." ”

"Or our YY show, now the clothing, accessories and cars in the background and other items, can be advertised, if the American A&F is interested in cooperation, we can launch a batch of their latest clothing of the season in the domestic YY show in the United States, so that users can use it for free, if domestic Metersbonwe, Baleno and other companies are interested in cooperation, we can carry out the same cooperation with them in our domestic YY show. ”

"If Ford wants to promote it in the YY show, we can use their current main car models as elements to design a YY show car prop and provide it to users for free......"

Lin Qingya's eyes lit up and said: "I understand Mr. Li, according to your example, we have too much room to operate, and this kind of cooperation can achieve the best effect whether it is for us, users, and partners! I will carefully find a suitable fit point in our product ecology, and then go to the target company for in-depth discussions!"

Li Mu nodded approvingly, Lin Qingya's execution does not need to be questioned, she will definitely be able to do this matter thoroughly, which will be a huge source of profit for Makino Technology.

In Li Mu's concept, Makino Technology can open advertising cooperation, but this cooperation must not only look at money, all cooperation must follow its own rules of the game, otherwise no matter who the other party is, no matter what price the other party offers, as long as he does not follow the rules of the game he has formulated, then he will never give him any chance to cooperate.

Li Mu highly respects many of Jobs' operating concepts, after an enterprise grows to a certain scale, it must have its own ecology and its own open platform, but it must not be completely and completely open, and must have its own closed loop and bottom limit.

Just like Apple's APP-Store, APP-Store is an important part of Apple's ecology and Apple's open platform, in principle, Apple allows all apps that meet the requirements to be sold in its own app store, but these third-party apps must fully follow their own rules of the game, otherwise no matter who they are, they will be killed.

WeChat's official account is also the same operating concept, the official account is an important part of the WeChat ecology, and it is also a content open platform for WeChat, whether it is an individual or an enterprise, you can register a WeChat public account, but you must meet the requirements of WeChat, otherwise WeChat can ban the other party's official account at any time.

Now, Li Mu wants to establish an open advertising platform in YY's ecosystem, and formulate strict access rules for this open platform, as long as it has been verified several times, this cooperation model will be accepted by the vast majority of potential partners.

Whether the other party is Coca-Cola, McDonald's, Wal-Mart, or Ford, as long as the other party is interested in cooperating with you, you must follow your own rules of the game!