On April 25th, under the order of Wang Ye, the mask of "Flower Story" began to be put into large-scale production, several factories were started on the whole line, and workers worked in shifts 24 hours a day, people could rest, and the production line could not be stopped!

Wang Ye's order was: "Within a week, I want to see 30 million pieces of finished products! The production efficiency has been increased to 5 million pieces of finished products per day!"

Fortunately, both the essence and the mask cloth are in reserve in the early stage, otherwise it would be almost impossible to produce so many finished masks in such a short period of time.

The product is about to be launched, so advertising is indispensable, and Wang Ye's shot will certainly not be a small fight.

He is still hesitating these days whether to use that advertising idea or not.

Because the U.S. stock network is to do cosmetics e-commerce, Wang Ye will naturally not forget the "I speak for myself" advertisement that made Jumei rise up.

Now there is no shadow of this advertisement, it will not appear until the end of this year, if you use this idea, wouldn't it kill two birds with one stone, not only to promote your own website, but also to hit the competition.

Wang Ye has no moral cleanliness, business competition is life and death, since you have met yourself, let Jumei Youpin die happily, anyway, even if there is no competitor of their own, they will play themselves to death sooner or later.

For this advertisement, Wang Ye specially invited Ogilvy's creative director Qiu Yuxin, who is a real master, and in 2010 there was a collective carnival of netizens on the Internet, which was caused by one of his advertisements.

In 2010, there was an e-commerce website that had to be mentioned, that is, Vancl, which was famous for selling affordable shirts and canvas shoes.

In this year, Vancl invited Qiu Yuxin and planned an advertisement, which detonated the "Vanclus" on the Internet!

At that time, Vancl had two celebrity spokespersons, one was Han Mouren, a racing car driver and writer who dropped out of high school, and the other was Wang Xiaodan, a popular actor. The advertisement is intended to ridicule the mainstream culture and highlight the brand's self-line and personality image.

So there is someone Han's advertising slogan:

Love the Internet, love freedom, love late rising, love night food stalls,

I love racing, and I love the T-SHIRT of 29 pieces,

I'm not a standard-bearer,

Not the endorsement of anyone, I'm someone,

I only represent myself, I am the same as you,

I'm Vancl.

……

And Wang Xiaodan's advertising slogan is:

I love acting, not acting;

I love to struggle, but also to enjoy;

I love beautiful clothes, and I love discount labels;

It's not Milley, it's not money samples,

I'm not a big star, I'm Wang Xiaodan.

I'm nothing special, I'm special;

I'm not like everyone else, I'm just like you,

I'm Vancl.

……

After the broadcast of these two advertisements, it caused a great sensation, and various jokes appeared frequently on the Internet, and netizens imitated "Fan Object" to create various copywriting.

Celebrities and Internet celebrities from all walks of life have not escaped the "clutches" of netizens, and they have been spoofed one by one.

One of the most spoofed stars is Sect Master Huang, who just served as the spokesperson of Vanke this year, that is, in 2011, and the advertising continued last year's Vanke.

At the age of seven, he aspired to be a scientist;

When he grew up, he became an actor.

Given appearance and success,

It is also given ridicule and ridicule, as is the case with life.

You can try, but you can't say no.

How can there be a victory?

Holding on means everything.

That's right, I'm not an acting school.

Not at all, I'm Vancl.

……

This copywriting cooperated with Sect Leader Huang's fighting video, showing the glamorous side of the star, and also showing his helplessness like ordinary people, which instantly hit the softness in people's hearts. Pull the star off the "altar" and restore it to an ordinary person, so as to impress countless little people with ordinary dreams.

was originally a very good advertising slogan, but it was spoofed by talented netizens, and because Huang Jiao's English pronunciation was not very accurate, a nickname of "too much" accompanied him for many years in the future......

For a long time after that, every time the Yellow Sect Leader was mentioned, everyone's first reaction was "making trouble" and the "deep V low-cut shirt", and of course, the "5 cm high sweat and blood treasure boots" were indispensable.

It is also this online national carnival that has pushed Internet brand advertising to a climax, and since then, Internet companies have found another way to advertise and pursue differentiation. And this year, "I speak for myself", which will cause a new wave of Internet carnival, is an advertising plan inspired by mortal objects.

Now that Wang Ye plans to "cut off the beard", he is not polite and directly invites Qiu Yuxin, the creative director of Ogilvy. After communication, Wang Ye put forward the concept of "speaking for himself", and this advertising idea was greatly appreciated by Qiu Yuxin.

"Wang Dong, I really didn't expect you to be so proficient in advertising planning! This is really a genius idea, I believe that once the advertisement is shot, it will definitely detonate the entire Internet again!"

"Haha, I just have such an idea, to really shoot the advertisement and spread it, it is still inseparable from a professional like Mr. Qiu. Wang Ye said modestly.

Although it is modest, it is also true, the advertising creativity and the final advertising effect are completely different things. If you are a non-professional, no matter how good the idea is, the final result may not be satisfactory. But a good idea, coupled with a top professional advertising person, the effect is 1+1 is greater than 2.

In this advertisement, there are different opinions on the choice of spokesperson. Wang Ye recommended Xue Yiyi, and then find a well-known male star. But Ogilvy's creative director Qiu Yuxin tried his best to persuade him to let Wang Ye star.

"I, I'm not a professional actor, I'm not a star, what's the matter with letting me endorse this advertisement?" Wang Ye said stunned.

"No, why do spokespersons have to use celebrities? What is the purpose of our advertising, simply put, isn't it to attract the attention of consumers and arouse their interest? Moreover, the potential users of Meigo.com are all young women, and in this regard, I think Dong Wang has an advantage over ordinary male stars. Qiu Yuxin explained half-jokingly and half-seriously.

He is right, Wang Ye is now very well-known in the minds of young women in China. It's normal to be handsome, rich, and single, and popular with girls.

However, is it appropriate to appear on his own, Wang Ye was a little hesitant.

His concern is nothing more than that as an entrepreneur, a top rich man, whether appearing in an advertisement in person will affect his image.

But on second thought, today's consumer base tends to be younger, and they prefer brands and businesses with personality. Haven't you been consciously shaping your own personal image, and once this advertisement is broadcast, it will be beneficial to yourself and the company.

Then come by yourself, Wang Ye has made up his mind!

The time was tight, and the shooting was immediately started, and it was expected that the commercial would take more than ten days to complete, which was the shooting time plus the post-production time.

He has to be busy shooting commercials, but the company still has a lot of important things to do, especially to prepare for the relaunch of Meigo.com, and there is still a big thing to solve.

Of course, Meigou will transform into a cosmetics e-commerce company in the future, but the problem of the product line has not been completely solved.

"Flower Story" mask is the fist product prepared by Wang Ye, and Meigou will rely on this sharp weapon to overcome obstacles and quickly expand its market share. However, it is obviously not enough to rely on this one product alone, and there are also a variety of products for website users to choose from.

As a subsidiary of Weiye Jahwa, Modu Jahwa has many brands and rich product categories, of course, it is sold on the Meigou website.

However, it is not enough! Most of the brands under Modu Jiahua are low-end products, and there is a serious lack of high-end brands. If Meigou only sells low-end cosmetics, then it will be too difficult to increase the price of the product in the future.

You know, the first impression of consumers is very important, if the first batch of products launched by your company is high-positioning and high-priced, then consumers will think that your company is making high-end goods in the future.

However, if the first batch of products launched is at a low-end price, and you want to develop to the high-end in the future, the difficulty is simply hell mode! Because in the impression of consumers, you are making low-end goods, why are new products so expensive?

With the re-launch of Meigou.com, Wang Ye will lay a good tone, with a complete range of low, medium and high-end products. There must be both low-end and medium-end cosmetics in volume, and top brands that attract high-end consumer users.

Moreover, for these top brands, Wang Ye will let Liu An deliberately distinguish himself from the low-end brands on the website and set up a separate high-end area. The brands that can enter this high-end zone for sale must be world-renowned brands!

But now, Modu Jiahua does not have such a big-name product, and if you want to solve this problem, you must purchase it. Of course, it is the purchase of products, not the acquisition of enterprises, with the current strength of Weiye Jahwa, it is not enough to acquire those cosmetics giants.

Wang Ye's plan is to join forces with one or two high-end cosmetics companies to sign exclusive online sales contracts in mainland China. Procter & Gamble and Unilever naturally don't have to think about it, their own sales channels are very perfect, and it is impossible to sign such an exclusive agreement with Weiye Jahwa.

Then there are L'Oréal and Estée Lauder Companies, both of which own a lot of cosmetics brands.

The more well-known brands of the Estee Lauder Group include LaMer, Estee Lauder, Clinique (Clinique), Bobbi Bron (Barbie Blanc), . C (Mico), Origins, Aramis (Elegant Men), Lab Series Skincare for Men, etc.

L'Oréal has even more brands, such as Helena, Lancome, Biothem, Kiehl's, Yue-sai, L'Oreal Paris, Gamier, SL, Giorgio Armani, Shu Uemura, Maybeline, CCBPARIS, NYX......

If there is any difference between the two companies, it is that the Estee Lauder Company mainly does high-end and ultra-high-end brands, for example, the Estee Lauder brand belongs to the high-end, and the La Mer belongs to the ultra-high-end.

And L'Oreal is doing it all at the high, medium and low ends!

Wang Ye's plan is that the two companies each choose a few brands to do, for cosmetics brands, Mu Shiting obviously understands better, and her advice is to choose La Mer, Helena, Estee Lauder, Clinique, Lancôme, Biotherm, these six brands.

The two companies each have three brands, and they are basically competing brands. Like La Mer and Helena, the positioning is similar, and the price is similar.

And Estee Lauder and Lancôme are enemies to the death, fighting in various markets around the world.

One of the advantages of this choice is that you can't put all the treasure on one company, so as to prevent being coerced by the other party and making any unreasonable demands.

Wang Ye is now shooting advertisements and can't leave, so he entrusted Li Xin with carte blanche to negotiate with these two companies.

This is Li Xin's second task since he entered the company, and the first task he accepted ended in failure, although there were various external factors that led to the failure, but he also felt quite faceless.

Now the second task, no matter what, must be successfully completed!

To talk about this kind of big cooperation, it is natural to find the Asia-Pacific headquarters of the two companies to talk, Li Xin has a wide range of contacts, and soon contacted Wen Boyuan, the president of Estee Lauder Asia Pacific.

Estee Lauder's Asia-Pacific headquarters is located in Xiangjiang, and Li Xin made an appointment to visit Xiangjiang directly.

Wen Boyuan is a Chinese-American who is now being sent by the company to lead the work in the Asia-Pacific region. For Estee Lauder's sales in the mainland, Wen Boyuan is anxious in his eyes.

The Estee Lauder Company has entered the mainland market in 1993, and the first counter is located in the magic capital of Isetan Department Store, which is a high-end department store chain in Japan. In the same year, L'Oréal's high-end brand Lancôme also officially entered the mainland market.

However, because of its high-end positioning, Estee Lauder misjudged the development of the mainland economy, and its channel expansion was extremely slow. Now it's 2011, they have entered the four first-tier cities in the mainland market, more than a dozen brands combined, the number of counters does not exceed 200, and the annual sales do not exceed one billion.

On the other hand, look at L'Oreal, its high-end brand and Estee Lauder entered the mainland market at the same time, but the development is very rapid, and now its high-end brand Lancôme has exceeded 1 billion in sales of a single brand last year. If you add its other brands, the total sales have reached more than 4 billion, beating Estee Lauder!

Lancôme is also the hottest high-end cosmetics brand in the mainland market, and it is in the limelight.

So after receiving a call from Li Xin, after learning of his intention, Wen Boyuan expressed his welcome.

In an office building in Central, Li Xin met Wen Boyuan, and after the two greeted each other cordially, they sat down and went straight to the topic.

"Our company is preparing a cosmetics e-commerce platform, all of which are directly operated, and this time I came to Mr. Wen to exclusively represent the online sales channels of several brands of your company. Li Xin directly explained his intention.

Wen Boyuan smiled indifferently, looking like he was sitting firmly in Diaoyutai: "Our company has its own sales channels, and we also have our own official website for online sales. So, what reason can Mr. Li convince me to hand over the agency to your company. ”

Seeing that Wen Boyuan wanted to take care of it, Li Xin was not surprised, these big companies have such a high-minded attitude, how could they easily give agency to their own company.

However, he is not worried, he also has a killer weapon this time!

"Mr. Wen, your company's more than ten brands, the total sales in the mainland market last year were probably less than one billion, right?" Li Xin said with a smile. This data is not classified information, Estee Lauder is a publicly traded company, and it can be found in their annual reports.

When it comes to sales performance, this is Wen Boyuan's weakness, he grinned unnaturally: "This sales is reasonable, after all, our company is all high-end brands, and now the mainland's high-end consumption is just emerging, and the prospects are still very good." ”

Li Xin retorted mercilessly: "But Lancôme's single-brand sales have exceeded one billion last year!"

Wen Boyuan was a little annoyed and angry, and he spread his hands: "So, what does Li always want to explain?"

Li Xin said confidently: "We can help Estee Lauder increase sales by at least one billion!"

This is a bit surprising, you know, Estee Lauder has been in the mainland market for nearly 20 years, and now its annual sales are barely one billion. Can Weiye help them increase their sales of one billion? Where does the confidence come from?

Wen Boyuan was of course interested in this topic, and he hurriedly asked, "May I ask Mr. Li, how do you say this?"

"By handing over the exclusive online agency rights of the three brands of La Mer, Estee Lauder and Clinique to our Meigo.com, we can promise to sell a billion billion yuan!" Li Xin slowly solved the mystery.

Guaranteed sales, 1 billion ...... Wen Boyuan fell into deep thought.

It is said that this kind of agency contract is very beneficial to Estee Lauder, that is to say, Meigou has to take out one billion cash to buy Estee Lauder products, and after this batch of goods is taken back, whether it can be sold or not, it is a matter of Meigou, and Estee Lauder does not have to bear any responsibility!

However, there are pros and cons to everything. Of course, it directly helped Estee Lauder double its sales in the mainland market and expand the brand's popularity.

However, we cannot ignore the disadvantages brought about by the exclusive agent sales of the Internet, that is, after the United States buys the goods, it will reduce the price and dump it, which will seriously impact the sales of the direct counters of Estee Lauder Company.

If Meigou helped sell a billion products, which led to a sharp decline in sales of directly operated counters, then this is not a good thing.

Thinking of this, Wen Boyuan said: "Online sales must be consistent with the counter price!"

His idea is very good, if the price of Meigou online is consistent with the direct counter of the mall, it will not have much impact on the sales of the counter.

Wang Ye had expected this for a long time, and they had discussed this issue before Li Xin set off for Xiangjiang, so Li Xin had already prepared.

"It is impossible to be completely consistent, and Mr. Wen should also understand that if online shopping is consistent with the price in the physical store, it is difficult to achieve high sales. However, Meigou can promise that it will not be less than 9% off the normal retail price!"

"9% off?" Wen Boyuan rubbed his beard back and forth on his chin with his hand, thinking about whether the price was acceptable.

In fact, shopping mall counters are also often engaged in activities, and there are basically no brands that are not discounted at all, but the number of discounts by those big brands is very small.

"Yes, the shipping discount is 5.5%, and the exchange ratio is 20%. Wen Boyuan agreed.

"No, the shipping price is 5% off, the exchange ratio is 30%, and the contract is signed for ten years!" This kind of big business, of course, is to offer conditions that are favorable to each party, and then talk slowly.

However, both of them intended to negotiate this deal, and they made concessions after talking.

The terms of the final negotiated contract are as follows:

Meigou is the exclusive agent of La Mer, Estee Lauder and Clinique in the online sales of three brands in the mainland market.

The discount for taking the goods is 5% off, but it must ensure that the annual purchase amount reaches 1 billion yuan.

The exchange rate is 25%, and the contract period is 5 years.

……

Wen Boyuan is very satisfied with the terms of this contract, he has helped the company find a huge sales channel! The annual purchase volume of 1 billion yuan, what kind of concept is this, which is equivalent to almost 2 billion retail sales! If he expands the offline channel and surpasses L'Oreal, it is also promising.

Li Xin is also very satisfied, these terms are within the scope of Wang Ye's authorization. As for taking so many products every year, whether they can be sold, Wang Ye is not worried at all. At present, the potential of the domestic market is far from being tapped, and in a year or two, the spending power of domestic consumers will surprise the world......

After taking over the Estee Lauder Company, Li Xin turned his head and found L'Oreal, where he suffered a small setback.

"Helena and Biotherm have no problem, Mr. Li can have as many as he wants, but Lancôme can't. Our company has its own channel and network sales plan for this brand, and will not hand over the exclusive agency rights to your company. ”

Now Lancôme is selling well in the mainland market, and it is the leader in high-end cosmetics, of course, the posture is very high.

As for Helena and Biotherm, there is basically no sales in the mainland market, and of course they are willing to accept large purchases from Meigo.com.

After repeated tug-of-war, in the end it still failed to win the exclusive network sales agent.

The signed agreement states that L'Oréal may open its own stores on its own website or other e-commerce platforms, but shall not authorize third-party companies to do online sales. In other words, the Lancôme brand can only be sold online by L'Oreal itself and Meigou in the mainland market.

You must know that the contract signed by Estee Lauder handed over all the online sales in the mainland market to Meigo.com. The Estee Lauder Companies are not allowed to open their own stores on third-party online platforms.

But who made L'Oreal more confident, there was no way, Li Xin could only accept it.

The final agreement signed with L'Oréal Asia Pacific headquarters is as follows:

Meigou is the agent of Lancôme, Biotherm and Helena for online sales in the mainland market, and L'Oréal shall not authorize third-party companies to conduct online sales of these three brands.

The discount for taking the goods is 5% off, but it must ensure that the annual purchase amount reaches 1 billion yuan.

The exchange rate is 25%, and the contract period is 5 years.

……

The signing of the two contracts basically achieved Wang Ye's purpose, which was also one of the surprises he prepared for Lebee.com and Jumei.