"We intend to start from four aspects, the first is the use of the old brand, inheriting the cultural heritage of Pechoin, paying attention to feelings, the second is to convey the skin care concept of natural flowers and plants, which is very acceptable, and it is the direction of global skin care products, the third is to take care of the skin with flowers, women are like flowers, complementing each other, and the fourth is the inheritance of domestic products, inheriting the spirit of Shanghai in 1930, so that it can reproduce its glory. ”

"Moreover, we contacted Huang Xizhao, and on the selected endorsement stars, according to their personal temperament and appearance, these four series can be endorsed separately. Different products are specially selected according to the characteristics of the product, rather than just looking at who is famous and who is invited to endorse, so as to improve the publicity effect and make it more targeted. ”

Lin Qi looked at it, there was no big problem, Hathaway's four points were also quite good, almost exactly what Meng Xin said.

"Okay, now it's time for the ads. It is necessary to focus on the mid-to-high-end products Sanshenghua, whether it is a large screen, or a TV station, newspapers and magazines, the frequency of this word must be high. Become a domestic brand that is not inferior to the top overseas cosmetics in the minds of domestic cosmetics users!" Lin Qidao.

As for cosmetics, in fact, the whole world is the same, and advertising comes first. Without advertising, there is no brand effect, and without word of mouth, there is no market!

Propaganda needs to find a way to distinguish it from others!

Either like skII, it's mysterious and makes a fuss about the ingredients, or like Lancôme, it's the brand.

Lancôme was born in France in 1935 and was founded by Armand Petitjean, as a world-renowned high-end cosmetics brand, Lancôme is involved in skin care, makeup, perfume and other product fields, mainly for mature women with high education and income levels, aged 25~40 years old.

Its brand concept is to compare women to roses, each with its own characteristics and postures, and roses have become Lancôme's brand logo. Lancôme's original logo included logos for its three collections: Rose: for the fragrance line, Lotus: for the skincare line, and Angel: for the make-up line.

At this time, Lancôme has entered the Hong Kong market, and there are counters in major shopping malls, and the European beauty represented by it is the most easily accepted by Chinese women, and it is fashionable and friendly.

What Lin Qi wants is to make China's own high-end products, and Sanshenghua is just the beginning.

Huang Xizhao's actions were very fast, and the endorsement stars he needed were soon finalized, and a total of dozens of stars such as Li Qingxia, Maggie Cheung, Weng Meiling and Liu Daqing were signed.

In view of Lin Qi's speed, Huang Xizhao did not dare to delay, and at the beginning he threw out a sky-high endorsement fee of 500,000 ~ 1 million yuan per person.

This is the annual price, and the follow-up depends on the endorsement effect, and the effect is good, and the endorsement fee will continue to be signed. The effect is not good, and the endorsement will be replaced next year, anyway, there are countless female stars in the new entrepreneurship department, and many people queue up to endorse such a big advertisement that makes easy money and can increase their exposure!

In addition to being able to appear in major mainstream media such as Hong Kong's Star Channel and domestic CCTV, and increasing advertising costs year by year in the future, everyone is excited.

……

On October 15th, the day that Pechoin will always remember, Kevin and his family sat in front of the TV, waiting for the prime-time commercials to play.

"Natural flower brewing, raising oriental beautiful skin!"

When Lin Qingxia appeared in full costume, accompanied by a magnetic soft voice, the screen painting style suddenly changed, and an overrated but not market-sexy breath came to her face, and everyone who watched it was dazzled.

"Perfect!"

Everyone applauded, and Huang Xizhao took a few more looks.

Advertising is a very high-level thing, good advertising can arouse people's interest in watching, and it is better to win with creativity, but this time, Lin Qi chose to push all the way sideways, with a large investment and star effect, which has the greatest lethality for women.

Suddenly, like a spring breeze overnight, just one night later, mushrooms sprung up, and the next day's newspaper headlines and periodical covers were all advertisements for Pechoin.

"Hey, Pechoin has launched a new series, isn't it too fast to count?"

"Didn't you watch last night's advertisement, it lasted for four minutes, it can be called a star catwalk, I really don't know which company has more money, and more than 20 popular stars came out at once. ”

"But don't really say it, that package is so good-looking, it's been so hot lately, I just need a sunscreen hydrator, and the price is not expensive, do you want to try it?"

"That's for sure, I'll take you, let your husband bring the money, and go!"

The woman's madness was completely beyond Lin Qi's expectations, although she was already mentally prepared, but the 20,000 sets launched on the second day were already sold out by noon.

"This lady, may I ask what is this thing in your hand, is it eaten, it looks exquisite?"

Lin Qi blended into the street and grabbed a random girl, who was carrying a set of Sanshenghua masks in her hands.

"Cut, I don't know, Pechoin launched the Sanshenghua series. The girl was disdainful.

"I also want to buy it for my wife, may I ask, what is so good about this one?" The girl's appearance is very similar to Kevin, which makes him a little hurt.

"Oh, look here, it's not written clearly, you look at this package, don't say it's 100 sets, even 200 I'm willing, Liu Daqing and Maggie Cheung are both endorsed, can there be anything wrong?" The girl waved her hand to Lin Qi helplessly, shook her head and left.

Lin Qi thought for a while, sure enough, a woman is an animal that can't be guessed at all, and men's consumption is completely two worlds.

But this thing, he just needs to let Hathaway and them do it, and the new business just needs to continue to increase advertising.

In just five days, it detonated the whole of Hong Kong and sold wildly.

Meng Xin was very satisfied after the trial, saying that it was better to use than the original Sanshenghua series, of course, in the production process, Kevin personally supervised, he temporarily gave up his prosperous beauty, and wanted to make Pechoin a first-class brand.

After everything was on track, Lin Qi decided to hand over all the matter to the transfer, and then in less than ten days, a sudden change occurred.

"Boss, it's a big deal, look at this. ”

Hathaway, who had always been elegant, was a little flustered and rushed into the office with the newspaper of the day in her hand.

Is Pechoin's Claimed Plant Extraction Really Harmless?"

The front page of the newspaper was full of 3,000 words, Lin Qi read it all the way, his face became solemn, this article did not point out that Pechoin was bad, but the intention was very obvious. There is no evidence for all kinds of speculations and doubts, but it is implied that the R&D strength of Pechoin is questionable.

Lin Qi made a phone call and summoned Xiao Chen over.

"Boss, this must be a ghost of peers, I think the problem lies in Lancôme, SK and Opalai, for the market proportion during this time, we have analyzed, Lancôme lost 23% of its customers, and SK and Opalai are relatively few, but it has also reached more than 15%, and over time, their customers are still moving to us. ”

"Boss, do we come forward to refute the rumors, this is just the beginning, and the occurrence of such an incident will cause great damage to our reputation. Hathaway also said.

Lin Qi looked at the newspaper in front of him, it was obvious that this was a public relations article, and there was no mention of any bad things about Pechoin in the whole process, but this was enough, at least it could arouse consumers' doubts.

……

The new book "Ten Thousand Worlds Jiayuan System" asks for support