The water in Huaguo's mobile phone circle is very deep, and both Xia Yu and Luo Dong and others have been prepared for this. Hua Yongqing also talked about his personal experience and inquired about various "black history" more than once.

But on the night of the official release of the A100, after the first wave of opinion public opinion after the live broadcast news came out, they were still a little shocked.

It's not that it's impossible to parry, after all, Polestar has been through several battles along the way.

But it's only the first day, and the response from the media on the scene is also quite good, who knows if it will be so ruthless?

When Xia Yu arrived at the company, Luo Dong and the others were worried about the computer.

It's not too urgent, but it's a little panicked.

"Actually, it's okay, at least it's not the mainstream media that writes negatives......" Liu Nawaner smiled, and was just about to continue, when he found Xia Yu coming over, and hurriedly said: "Ah, Mr. Xia is here!"

Several people were allowed to turn their heads, and Xia Yu waved his hand: "What's the situation?"

At this time, Luo Dong had to make a detailed report, and he Sun Shou handed the tracking report in hand to Xia Yu and said: "This is the monitoring number as of eight o'clock tonight, which is basically divided into three stages. ”

He continued: "From last night to the end of the press conference, the feedback from several major websites was mostly positive, but from noon to 5 p.m., there were obvious black drafts, and by 8 o'clock, the negative reports had accounted for about 25 percent. ”

Xia Yu nodded, listening and reading the report, not in a particularly anxious mood.

The responsibility is still within the scope of the control.

How could he not know what the CEOs of other mobile phone companies who were in a hurry to call after the noon press conference thought? Could it be that they praised the A100 for its goodness? It must be a variety of assignments......

Speaking of which, it is difficult to build momentum for the company or product, and it is difficult to do it with a one-sided voice, and sometimes it can be interpreted from different angles within a controllable range.

After thinking about it for a while, he spoke: "These online media, especially those small websites, are still relatively low. Don't worry too much about it. The key is the evening news and tomorrow's print media, Liu Na, do we have communication about this?"

"Of course!"

Liu Na hasn't changed his clothes yet, he is still wearing the same dress on his body, and said with a smile: "The mainstream financial and technology media have said hello, of course, there are too many metropolitan newspapers, so I can only pick up the key ones." ”

Of course, the greeting here does not necessarily mean that the direction of these reporters' topic selection is not necessarily controlled, but is generally only symbolic in the form of providing follow-up information.

Xia Yu said: "That's good." Continue to let Huamei do a good job of testing, and wait for the follow-up report direction to come out. Even if you can't say it, you have to prepare for a big war......"

Huamei Communications is a PR agency selected by Polestar. The strength is in media surveillance.

Liu Na nodded: "Well, Mr. Xia rest assured!"

……

As it turned out, although Polestar created a new model of press conference, and won the recognition of many mainstream media with the A100's ultra-high cost performance, it also successfully aroused the hostility of many companies.

By the next morning, when the news came out in the major daily newspapers, it was basically the same as guessed - the competitors who didn't know who it was didn't underestimate Polestar in the slightest.

Except for a few obviously well-established media outlets, as well as small local metropolitan newspapers that are less important. Many influential media outlets can see that they have received "PR".

This is especially evident in the presence of contrasts.

For example, "21st Century Economic Observer" published a special report on Duan Fei in one and a half pages in the company edition.

The headline is "MP3 upstart Polestar Electronics enters the mobile phone to promote the independent NJStar brand", and there are three sub-articles, namely "Polestar takes over Panda Mobile's three considerations" and "Polestar pushes the independent NJStar mobile phone brand". A100 is aimed at the low-end market" and the observation article "Can Polestar play the mobile phone market?"

Not to mention Duan Fei's subjective bias, it can be seen that he is absolutely attentive to the length and observation angle, and there are also detailed interviews and analysis.

There is also a report by "Southern Metropolis Daily" that "Polestar Electronics's entry into the mobile phone market 'big event' conference opens a new model of fan management", which also exclusively made an in-depth analysis of the first fan business model in China created by Polestar.

Of course, there are also "Electronic Business Intelligence", which analyzes the product-level analysis of NJStar A100 in detail, and "Daily Economic Observation", which "low-end mobile phones will enter a new stage of competition......

These are neutral and objective reports. And Polestar didn't do any PR either.

Moreover, the level and dedication of these reporters are quite good, and even Polestar himself thinks it is very meaningful and commemorative. I also bought some newspapers to collect.

But these are only part of the story, and if you just look at negative news, you can kill people.

For example, the headline from the well-known industry media "Computer News" is very subtle: "What are the odds of Polestar Electronics entering the mobile phone market?"

The old local newspaper "Huaxi Metropolis Daily" was even more direct, "Polestar Electronics Ambitions Expand, Mobile Phone Market Rejects Hype" -- a headline that made Liu Na almost so angry that he couldn't eat.

Speaking of which, in 2005, the coverage and influence of traditional media still exceeded the problem of the Internet, especially the print media, which was in the last five-year glory period.

With so much negative news, Polestar's public relations department is busy.

The debate will continue, and it will continue in a more lively direction.

However, these are all details, Xia Yu asked them to continue to focus on the established strategy and focus on channel construction.

Yesterday's partner conference was a success, but because of the massive contract changes, project changes, and negotiations on the details of the implementation of new plans, most of the retailers who decided to work with them did not go, but there were new ones who came in - these are the people who decided to play with Polestar Electronics.

It was also with their support that Hua Yongqing's ambitious channel expansion plan was able to be carried out smoothly.

Xia Yu naturally gave face, and he also attended the discussion for a whole day, finalized a series of specific cooperation ideas, and proposed some revisions to the previous plan.

One of the most important is that the name of the newly opened store in the sub-city is simply called "Polestar Electronic Authorization", which is a form of franchise for cooperative operation. It also unified the franchise number and decoration style.

Of course, it is also different from the flagship store that Polestar is building, which is smaller in scale and more varied.

And these points will be managed by Polestar Trading Company, and the rent will be covered, and the retailers will be allowed to move in, sell and co-operate with them.

The final shareholding ratio was set at 51%, with Polestar having the same holding.

According to this calculation, the final budget will be increased by 50%, but Xia Yu still approved it without hesitation.

Because he knows that the Internet in China is fragmented, even after 2010, when online direct sales have become more and more common. Brick-and-mortar stores will continue to account for a very large share of sales, and will be a huge boost to the experience and fan management.

Of course, Xia Yu didn't want to make a Dixin communication alone, but the specific operation ideas can be used for reference and risk avoidance.

This is the layout of the future.

Fortunately, at present, Polestar Electronics' funds are still holding up.

……

On April 7, four days before the launch of Polestar's first phone, the NJStar A100, an interesting advertisement began to appear on many major TV stations at various times.

A dimly lit movie theater was packed, everyone was quiet and waiting for the movie to start, when suddenly a familiar music sounded out of nowhere, which was the climax of "I Had a Cold in That Corner", which was rated as "Top Ten Advertising Golden Songs" by the industry at the end of last year.

The sound sounded like a boulder falling on calm water. Instantly made the scene chaotic!

Because countless people have pulled out the same phone at this moment!

Middle school students in school uniforms, youthful college students, assembly line workers who are tired from a day's work, urban white-collar workers who have just finished a week of work, bus drivers who bring their families to relax......

Well, the ringtone is actually an advertising song that is appearing on the screen, and several very beautiful mobile phones flash in the screen and switch back to the audience.

Because the scene is restless.

Some people took a brief look. It's not their own phone and put it down;Some people send a text message quickly;Some people are tired of opening the snake game, which attracts the scramble of friends next to them,Of course, there are extremely envious and curious to ask what kind of mobile phone this is......

"It's ......"

The boy who was asked was just about to speak, when suddenly the advertisement on the movie screen changed, and it was a scene that many people were watching around a few boys and girls who jumped to nothing. The dance was dynamic. It's very cool, and the music is also "Cold".

The lead dancer is a young girl in the flower season.

She pulled out a pink phone and waved at the crowd — like a ritual symbol. Suddenly, many viewers around also took out the same mobile phone in various colors, and then smiled, and the girl who learned to lead the dance crossed her waist with one hand and held the mobile phone with the other hand to do simple dance moves.

Suddenly, the scene enters the kind of group dance plot that is common in Hollywood musical movies......

This part uses the technique of blurring and exaggeration, and the picture jumps quickly, but the picture of hundreds of people dancing together in the square is still very shocking, and even spread outside the picture.

The group of people who were in the movie theater also held their mobile phones high and twisted involuntarily......

Finally, the camera jumps out of the cinema in the main frame, and zooms in to all corners of the city, and countless people in various places do the same......

Eventually, all of these images faded away, and a row of brilliant A100s appeared, and finally the vocals appeared along with the bottom subtitles:

"NJStar A100 mobile phone, the national unified retail price is 588 yuan. ”

……

Well, this A100 is not considered to be the top level in the industry.

There are so many pictures in the whole commercial, but there is a total of 15 seconds except for the non-stop music and the end, there is no human voice, and all the jump shots are treated with silence and exaggerated effects, but it feels quite good.

Of course, the jump between the three layers of pictures and the fresh and bright style also make full use of the visual impact of near and far and the strong cognition that has been formed by "The Cold", so that this advertisement reflects a good standard.

In fact, the multi-angle shooting techniques and prominent ideas make people who see this advertisement for the first time remember the picture of so many people dancing with their mobile phones and the "audience" outside the screen can't help but hum and dance at the same time.

In short, for making this level in a hurry, Xia Yu is quite satisfied with the Aries advertising company.

Moreover, the audience in this advertisement is all "star fans" cameos, which is also very representative for Polestar, which has officially raised fan management to a strategic height.

The original "Our first mobile phone" advertising slogan is suitable for print publicity, but it can't find a matching picture sense for a while, and this is more difficult to coordinate, so I finally chose a declarative sentence that "expresses my heart directly" and is unbearable.

Well, it imitates the speed and tone of the sentence "equipped with Intel XX processor" that is common in computer advertisements, and the font presentation is also full of scientific and technological texture, which does not seem to be cheap. (To be continued......)

PS: In fact, the plot is still very stuck, and the direction of the detailed outline has not been decided. 800,000 words, finally entering the mass Kavin stage, I don't know whether to cry or laugh.

Let's make sure that there is a minimum every day, in addition to coordinating time, I also have to find the state.

I am such a scumbag, so I cherish and thank you for your support, thank you!