It has been half a month since the Huashang brand was officially launched, and after experiencing the initial hot sales, the momentum has gradually slowed down.

Wang Ye looked at the sales data of the last few days on the ERP software, and his brows wrinkled involuntarily. Although it is now selling tens of millions of dollars every day, Wang Ye feels that it is not enough, what he wants to create is a popular brand.

Moreover, Huashang is close to going public, and there must be enough topicality and high enough sales volume to push the stock price higher!

In what way, Wang Ye leaned on the boss's chair and began to meditate. These things should have been provided by people from the marketing department, but Huashang has been established for too short a time, and these departments have not yet been set up, so they can only be considered by Wang Ye, the chairman.

"Qinghuan, come here. Wang Ye dialed Li Qinghuan's landline.

"Okay, Chairman. Li Qinghuan responded briskly.

Li Qinghuan, as the assistant to the chairman, has his own office, which is next door to Wang Ye's office. She put down the phone, picked up her notebook and pen, and walked to the chairman's office next door.

The entrance to Wang Ye's office has been newly renovated, and the next side has been expanded, opening up a recessed space of about a dozen square meters, which is Liu Ruomei's office. Although the area is not large, the decoration is also quite elegant, and the color tone is consistent with Wang Ye's office.

This small office is relatively simple, with a simple Scandinavian-style primary color desk, a large fruit all-in-one machine, a telephone, a whole wall behind a high-backed chair designed as a filing cabinet, and two pots of plants in the corner.

"Ah Mei, the chairman has something to do with me. Li Qinghuan and Liu Ruomei said hello.

"Hello Assistant Li, please come in. Liu Ruomei enthusiastically got up and helped Li Qinghuan open the door to the office.

"Qing Huan is here, come and sit. Wang Ye was sitting on the sofa waiting for her, and when he saw Li Qinghuan coming in, he beckoned her to come and sit down.

Li Qinghuan walked over, sat on the sofa opposite Wang Ye, and asked with a smile, "Wang Dong has something to do with me?"

"How do you feel about the sales of the following stores recently?" Wang Ye asked bluntly.

For sales data, Li Qinghuan pays attention to it every day, so to speak, she keeps all those data in her mind, and she can report it casually without looking at the report.

"It's okay, the first day of opening was a record, sales of more than 400 million, during the Golden Week, basically every day is between 80 million and 100 million, the last three days of data is 20.62 million, 38.45 million, 36.77 million. Because the last two days are weekends, the data is higher, and the sales on weekdays are maintained at about 20 million. ”

"Then what do you think of this data, and if you want to improve, what should you start from?" Wang Ye asked.

Li Qinghuan frowned and thought for a while before he spoke: "If you analyze the current situation, October is still in the peak sales season, and now the weekly sales can reach more than 150 million. In the off-season, it is estimated that it will drop by 30%-50%, that is, 80 or 90 million sales per week. Plus a couple of big events on holidays. Throughout the year, sales of more than 6 billion are not a big problem. It should have achieved our expected goals. ”

"No, you have overlooked a problem, this sales data is the retail sales of the store, not the actual revenue of our company, so according to the current sales, it is not optimistic. Wang Ye shook his head and said.

"Ah! I did ignore that. If the actual revenue of the company's headquarters is calculated, it should be halved again. It's dangerous, we have to do something to increase sales. Li Qinghuan reacted.

"What is your first impression of the Huashang brand, from the perspective of ordinary consumers. Wang Ye asked her guidedly.

"From the perspective of consumers, speaking of Huashang, it must be in the limelight recently, and then there is Xue Yiyi, the spokesperson. ”

"Well, you see, our Huashang is well-known, and many consumers know that there is a Huashang brand. But there's still something missing, something that can really attract consumers to come into the store!"

Li Qinghuan thought about it for a while, this is indeed the case, the brand is very well-known, and everyone knows it, but why buy your products, everyone still needs a reason, or an impulse to shop.

Brand marketing is a very complex subject and involves a lot of things. But the core point is that the brand positioning should be accurate and communicated to the target customer.

Huashang's brand positioning is "young, fashionable, affordable", and its target customers are girls in their 20s, with certain consumption power and a certain demand for fashion.

Through the spokesperson of Xue Yiyi, as well as various recent news promotions, Huashang's fame is out, and the next step is to guide the shopping impulse of target consumers.

The means that Wang Ye is ready to use is very direct, that is, advertising. The more direct and simple the means, the more effective they are. However, the content of the advertisement is very crucial, and a good advertisement can get twice the result with half the effort, which can have the effect of four or two thousand pounds.

He instructed Li Qinghuan: "Contact the two advertising companies as soon as possible, we want to create an advertisement to drive sales!"

……

There are also many well-known advertising companies in Pengcheng, such as the world-famous Ogilvy and Leo Burnett, which have branches here. In addition, there are some small local advertising companies that are more creative, such as Biaomei advertising.

This time, Wang Ye's advertising is a big project, with an overall budget of up to 50 million, and it is planned to be intensively placed in South China and Southwest China, where there are more stores, and selectively placed in other regions.

For such a big advertising case, Li Qinghuan has more advertising companies to choose from, and she directly called several well-known 4A companies and asked them to send someone over to talk about the specific details of the advertisement.

After the notice, I thought about it, turned on the computer and searched for it, first looked at a few well-known local advertising companies, and called them one by one to make a notification. When he was finishing the preparations, he saw that the owner of an advertising company at the bottom of the page turned out to be a woman, and Li Qinghuan became interested again.

Click on it to take a look, it turns out that the female boss of this company called Shining Star Advertising is also the creative director of the company. It was a little interesting, so she picked up the phone again and notified the advertising agency to come and talk about it together.

The scale of the Shining Star advertising company is not large, to be precise, it should be very small, because the company only has seven or eight people, and there is not even a front desk. It hasn't been established for a long time, just over half a year, and the boss and creator is a woman in her early thirties, named Liu Xinya.

She also graduated from a prestigious school, joined Ogilvy as soon as she graduated, worked as a copywriter for several years, and was later promoted to the creative director of Yangcheng Branch. Later, because of the problem of concept, he left his job to start a business and founded Shining Star Advertising by himself, serving as both the boss and the creative director.

Liu Xinya is also well-known in the industry, known as the desperate Sanniang. This describes her as a desperate worker, and it is common for her to work overtime and stay up all night.

Advertising agencies are not easy to do and there is a lot of pressure, especially for small advertising agencies. In the past, when Liu Xinya was at Ogilvy, she didn't have to worry about not being able to receive a case to do, she just had to think about how to make the plan a case to satisfy the customer.

Since she opened her own company, she has found that it is much more difficult to receive advertisements than to plan advertisements! Although the company also has a business department, which specializes in running the market to receive advertisements, many large companies do not feel at ease when they hear what kind of advertising company they are, even if they have her Liu Xinya's signboard, they do not worry about handing over big cases to them.

What's more, she Liu Xinya is only well-known in the advertising circle, how do those financiers know that there is such a person as her, and the big financiers only recognize the signboard of the 4A advertising company when they advertise.

You must know that advertising is not only about good creativity, but also involves execution, and there is more important post-delivery! If you have a good idea for a small company, can you guarantee that you can shoot a good advertising film? Can you guarantee that you can get enough channels to put it? Even if you can get a channel, can the price be guaranteed to be low enough?

Therefore, the life of Shining Star Advertising is not easy, the company has been unable to make ends meet, and it is all supported by Liu Xinya's own savings.

At this time, Liu Xinya was designing a shopping bag for a small clothing company in the office, there was no way, although she didn't know how to look at this kind of work when she was at Ogilvy, but now in order to keep the company alive, she can only grit her teeth and take it. A few thousand dollars is also money, enough to pay two employees......

was concentrating on designing the pattern, and the phone on the desk rang, and Liu Xinya immediately answered it. This phone is the lifeline of the company, she finally squeezed out some money, put a few small advertisements on the Internet, and left the phone number is exactly this!

"Hello, this is Shining Star Advertising Agency, how can I help you. Liu Xinya said softly.

This was supposed to be the job of the front desk, but now it can only be done by her, the boss.

A crisp female voice came from the phone, "Hello, I am Li Qinghuan of Huashang International Company, and now our company has an advertising case to do, and I want to invite your company to participate in the bidding." ”

Suppressing her excitement, Liu Xinya hurriedly continued: "No problem!

"In this way, at three o'clock this afternoon, please come to Huashang International Company for an interview. By the way, this advertising case is relatively large, and I made appointments with several companies in the afternoon interview, and I will tell you about the details of the advertisement at that time. Li Qinghuan said on the phone.

How many companies? It's a bidding competition. She asked tentatively, "Can you tell me what companies they are?"

There is nothing that can't be said about this, Li Qing replied cheerfully: "Ogilvy, Leo Bernett, BBDO......"

gasped, Liu Xinya is an insider, she knows that it is absolutely extraordinary to let these top 4A advertising companies in the industry go out to bid for the advertising case, and the amount of this case is estimated to be extraordinary! The question is, these are all giant advertising companies, why did they notify themselves of this inconspicuous small company?

It's too late to delve into this issue, what she is more concerned about is how much budget is for this advertising project?!

The answer given by Li Qinghuan is that it starts at 50 million, depending on the situation of the advertising plan, there is no upper limit!