Speaking of the exploration of CCTV's advertising value, there is one person who is definitely a milestone, that is, CCTV's advertising director and super strong woman - Tan Xisong. Pen & Fun & Pavilion www.biquge.info

Many people may not know much about this eldest sister Tan, after all, her glorious deeds are really a long time away from now, and she is a planner hiding behind the scenes. However, no matter how deep she hides behind the scenes, how far time has passed, this strong woman's "glorious achievements" will always shine in the Chinese advertising industry.

From 1993 to 1998, when he was appointed director of CCTV's advertising department, Tan Xisong made CCTV's total advertising revenue from 530 million to 4.2 billion in five years. It was from Tan Xisong that the CCTV advertising brand officially entered the national market and became an absolute golden signboard.

Among them, the most talked-about thing about this eldest sister Tan is that she single-handedly planned and led the bidding and auction of CCTV gold advertising positions, thus setting off wave after wave of CCTV advertising auction wars.

Since 1994, in the Media Center, the "standard king" of CCTV advertising has been exchanged one after another. From the Confucian banquet, to Qinchi, and then to Aiduo, the "standard king" of the golden stage of CCTV advertising has been constantly refreshing people's fragile nerves from tens of millions to hundreds of millions.

Although, many people in later generations criticized Tan Xisong's actions for disrupting the normal market order.

However, what Su Chenyu wants to say is - you know a yarn?

Let's put it this way, under the economic situation at that time, to be able to explore the value of CCTV advertising to such a status, Tan Xisong is definitely a first-class super strongman!

Don't say anything else, just talk about the hand that Sister Tan is playing now, it's quite powerful!

Although Suning Group's advertising contract with CCTV expired at the end of last year, Tan Xisong not only did not let people withdraw Suning's advertising, but also continued to broadcast in the original four golden segments, and even did not even urge Suning Group to make up the fees.

This seems to be a very disadvantaged faction, but Su Chenyu knows that this is the best way to maximize the interests of Tan Xisong and CCTV.

Why?

Very simply, now the CCTV advertising department led by Tan Xisong has decided to conduct an auction of gold advertising segments, and it is ready to be held at the end of November or early December 1994 - the auction of 1995 gold advertising segments.

However, there is one of the biggest problems - that is, Suning Group holds the two-year priority renewal right, or the low-cost renewal clause. In this way, this made it very difficult for Sister Tan, who was ready to show her skills, so she simply came to retreat and advance, not only did not target Suning Group, but even if it expired now, she still advertised Suning Group.

In this case, how can Suning Group be embarrassed to continue to fight for the priority renewal right for the next year? After all, Sister Tan has already given her greatest sincerity!

In CCTV's office building, Su Chenyu finally met this famous "advertising maniac" in later generations - CCTV strong woman, Tan Xisong.

Su Chenyu shook hands with Tan Xisong with a smile and said, "Director Tan, hello! Introduce yourself, I am Su Chenyu, and I am the representative in charge of the negotiations between Suning Group and CCTV. ”

looked at the young and somewhat excessive Su Chenyu in disbelief, Tan Xisong looked at the director of the advertising and public relations department of Suning Group behind Su Chenyu, as if to verify whether Su Chenyu's words were true.

Zhao Fei, director of the advertising and public relations department of Suning Group, is an old man of Suning Electric, and he has also been in contact with Tan Xisong before, so he quickly stood up and proved to the "prince": "Director Tan, this Mr. Su Chenyu is indeed the representative of our Suning Group. ”

Hearing Zhao Fei's words, Tan Xisong nodded, from Su Chenyu's surname, she understood something, so she said with a smile: "Mr. Su, I didn't expect you to come in person this time?"

Now that Tan Xisong has named his identity, Su Chenyu has nothing to hide, and said: "Director Tan has seen the outside, CCTV's advertisement is the focus of our Suning publicity, originally Su Dong was going to come in person, but because there was something today, I did it for me." ”

"This little thing, naturally I don't dare to bother Su Dong to come in person. ”

Tan Xisong hurriedly waved his hand and said, this is not her politeness, but the truth, you must know that with Su Zhenbang's current status, you must come to CCTV and wait for their director to receive her in person.

Director Tan said seriously. Well, let's get down to business now!"

"That's nature!"

Su Chenyu went straight to the point and said: "Director Tan, this time we are here to discuss with the CCTV Advertising Department about the advertising of Suning Group in the next two years. Of course, I also know that our advertising agreement has expired at the beginning of this year, so I am very grateful to CCTV for continuing to advertise for us. ”

"Xiao Su is always out of sight, so I don't know how Suning Group plans to have the right of priority renewal in the next two years?"

Well, I knew that this strong woman was going to ask this, Su Chenyu said: "We naturally hope to continue to cooperate with CCTV, after all, CCTV's advertising value has been proven." ”

Hearing Su Chenyu say this, Tan Xisong couldn't help but scratch her head a little, because if Su Chenyu really wanted to renew the contract for two years first, she would have no choice - her arms couldn't reach her thighs. In this way, her gold advertising rank auction plan can only be postponed, so Tan Xisong can't help but sigh a little in her heart.

However, Tan Xisong is a master who does not hit the south wall and does not look back, so the true colors of the strong woman burst out, and she said directly: "Mr. Xiao Su, I don't know if we can only renew the contract for one year?"

Su Chenyu came and asked knowingly, "Oh? Why?"

"Our CCTV advertising department is going to bid and auction all the current four golden advertising positions of Suning Group, which will be held at the end of this year, so next year's ......"

Looking at Tan Xisong, Su Chenyu didn't plan to embarrass this CCTV strong woman, after all, there are still many opportunities for everyone to cooperate in the future, although the strength of Suning Group is very strong, but there is no need to make enemies everywhere. So, Su Chenyu said directly: "What are the benefits of our Suning Group?"

Eh, Tan Xisong originally thought that Su Chenyu would find a lot of excuses to reject her, but she didn't expect this Xiao Su to be so happy, it seems that there is a door. So, Tan Xisong hurriedly said: "This year, Suning Group's advertising contract is still at a price of 6.66 million, how about it?"

Hearing Tan Xi's conditions, Su Chenyu was quite satisfied, but he wanted more, so he shook his head and said, "It's not enough!"

Well, although Su Chenyu's appetite is a little big, Tan Xisong, a strong woman, has long expected that as long as the "big guy" of Suning Group can make way for her, she will try her best to meet the requirements of Suning Group.

So, after Tan Xisong thought about it, he said directly: "Spring Festival Gala advertising ......"