During the Chinese New Year, almost every supermarket and shopping mall is crowded with customers. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

The planning department has put a lot of effort into the beauty of the display, colorful pendant ornaments, brightly colored Chinese knots, exquisite pop, and cheerful songs, which set off the joy of the festival.

A dazzling array of products greatly facilitates the purchase needs of customers.

For merchants, there is no need for promotions and price reductions during this period, and relying entirely on natural sales can drive a lot of performance.

This can be seen in the long queue in front of the cash register.

Carrefour supermarket.

"You're my little apple, I can't love you too much......"

The loudspeaker in the supermarket is playing "Little Apple" by the Chopsticks Brothers.

It's been a year, and the popularity of "Little Apple" has not diminished at all, and the cheerful atmosphere and toxic melody are deeply liked by the majority of merchants, and it is quite a bit of a divine comedy.

In the characteristic dynamic rhythm, Chen Yu pushed the shopping cart to the cashier, patted at the end of the payment line, and moved forward little by little.

In front of the cash register, small shelves that are no more than one meter high and occupy an area of less than one square meter are placed with small items such as batteries, chewing gum, and snacks. Since it is almost Valentine's Day, flowers and chocolates have been specially added.

With the payment queue slowly moving forward, Chen Yu came to the small shelf, and someone in front of him took two boxes of chewing gum from the shelf. Bored in line, he scanned the shelves and picked up a box of Green Arrow chewing gum from multiple brands of chewing gum on the small shelves.

Since 1999, Huaxia has become Wrigley's second largest market in the world, after the United States. Wrigley China's sales have also maintained double-digit growth, and now Wrigley has accounted for more than 60% of the Chinese chewing gum market.

Green Arrow chewing gum is well-known in China, and it has the trend of "chewing gum = Wrigley", so Chen Yu's first choice for chewing gum is Green Arrow, and he doesn't need to think about it at all.

However, today, holding Green Arrow chewing gum, his mind inexplicably remembered the recent high-frequency Yake advertisements.

"Hey, your Yake!"

"It's your Yake. ”

Try Yake.

Green Arrow was put back and replaced with a box of Yake chewing gum.

Yake in hand, it is natural to recall his memories of Yake advertising.

Romantic little princess style, strong sweet taste, very beautiful girl, isn't it?

Two boxes are ready.

Hey?

And the Yake and toffee and chocolate?

Next to Yake chewing gum, there were small boxes of toffee and chocolate, and Chen Yu took one box each.

Go back and taste it, if it tastes good, the chocolate given to my wife on Valentine's Day this year, choose Yake.

It's so good that it can be regarded as supporting the national industry!

Yake has never advertised itself as a national industry in TV commercials, kidnapping consumers in the name of supporting domestic products to drive sales, but in various advertorials in the media, there are no less hints - Yake, Yake of Chinese people.

……

Love's Day is approaching, and flowers, chocolates, cakes and other seasonal goods are popular in the market.

As one of the must-have products for Valentine's Day, chocolate merchants have seized the business opportunity and launched exquisite gift boxes to seize the conspicuous position of supermarkets and attract consumers to buy.

Vanguard.

In front of the chocolate shelves, around the piles of various chocolate brands, there are many consumers who come to buy. Some look at the brand, some look at the price, some look at the preferences, and some look at the ...... Ad.

The exquisitely packaged Yake chocolate gift box is piled up, with a delicate display shelf placed on the left and right sides.

On the left is Hu Ji, who circles the sentence "Hi, your Yake" with a cartoon bubble, and on the right is Tang Yan, who also circles the sentence with a cartoon bubble, "It's your Yake".

"Hey, Jake and chocolate? Isn't it chewing gum?"

"Lin Zi, aren't you going to confess at the class reunion, I think Yake's two-box 'confession' gift box is good. ”

"Why?"

"It's embarrassing to save people from refusing. ”

"Again, at least we can continue to be friends. ”

……

"Husband, I want to eat chocolate. The wife took her husband's hand and was coquettish.

"No problem. My husband hurriedly glanced at the price and picked up the Yake chocolate heart-shaped gift box with the same beautiful packaging, but the price was slightly cheaper.

"Are you afraid of spending money?"

"Wronged wife, it has nothing to do with the price, Yake represents the sweet love between us. ”

"Hmph, count you through. ”

……

Shopping malls are like battlefields, the Valentine's Day chocolate war is in full swing, and Yake's products are expanding their market share little by little.

The first to realize this was Wrigley China.

"Since the beginning of this year, Yake's share in the chewing gum market has increased by 1%?"

"1.25% to be exact"

"What about us?"

“0.37%。 However, our base is large, and Yake's base is small, so it is easy to increase, but it is still difficult to pose a threat to our brand. ”

This year, we must adjust our strategy, increase the advertising investment of the Yida brand, and expand the market share of Yida as soon as possible. ”

"Advertising...... Want to contact Shengshi?"

"Is this advertising agency famous?"

"It's not very famous, but as of now, Moe people only cooperate with them ......"

……

After Valentine's Day, major food companies quickly put together a sales report for the chocolate market in order to make adjustments to their sales strategies for the year.

Golden Emperor Foods.

"I can understand the second sales volume, but can any of you tell me what is the reason for the slight year-on-year decline in sales growth!"

“……”

"Why don't you speak?" Dove made you lose even the courage to speak!"

"Boss, during Valentine's Day, Dove, like us, also saw a slight year-on-year decrease in sales growth......"

……

Aifen Foods.

"Ladies and gentlemen, this is what you have delivered? Yes, during Valentine's Day, Dove's sales are still the first, but why is the sales growth rate declining?"

"Competitor ......"

"Don't tell me about competitors! In the chocolate market, Jindi has always been competing with us, but we have always pressed them in terms of sales and growth rate!"

"It's not the Golden Emperor. ”

"Who's that? Cadbury?"

"It's Yake. During Valentine's Day, Yake's chocolate sales soared. ”

"What novel sales strategies do they have?"

"No, they just made a gum commercial......"

A chewing gum advertisement that caused turmoil in the chocolate market sounds a bit fantastical, but it really happened, and the data is the best proof of this.

Although Yake still can't shake the overall pattern of the chewing gum market and chocolate market, international brands such as Wrigley, Dove, and Jindi firmly control the market share, but the momentum of Yake's rise makes them have to pay attention.

Yake's life has not been easy recently-Mai Xiaoyu's knife is too big.

Since the beginning of this year, they have gained a lot, the brand has gradually become deeply rooted in the hearts of the people, and the share of the chocolate market and chewing gum market has made great breakthroughs, and in less than two months, they have completed the sales task of one and a half quarters.

However, Mai Xiaoyu found them and pointed out in righteous words - you have crossed the line, Hu Ji and Tang Yan are shooting gum advertisements for you, not corporate spokespersons!

The scene words, the absolute scene words, but the meaning of the words is also very straightforward.

Within two days, Yake specially contacted Mai Xiaoyu and expressed his intention to invite Hu Ji and Tang Yan to serve as Yake's spokespersons.

No problem!

This is the result of Mai Xiaoyu's request, he readily agreed, and then the two sides negotiated the endorsement contract.

At this time, the crew of "Tianlong" had already started, and in order to negotiate this contract, Liu Xiaoli rushed back to Yanjing, together with Li Xue, plus the professional lawyer friends found by Comrade Lao Mai, and Mai Xiaoyu, to form a negotiation team on the cute side.

During the negotiation process, Mai Xiaoyu rarely spoke, mainly Liu Xiaoli, Li Xue and Comrade Lao Mai's lawyer friends, and discussed the details of the contract with Yake, which can be regarded as the distribution of cakes for the future "No Thieves in the World".

At the beginning, the cooperation in advertising and the appearance of advertising effects made the negotiation and negotiation between the two parties around the endorsement contract go smoothly, but after two days, the negotiation could not continue, and the two sides had huge disagreements over the endorsement fees of Hu Ji and Tang Yan.

Hu Ji and Tang Yan's appearance and image are very good, with the Yake chewing gum advertisement becoming known, and the success of the Valentine's Day chocolate battle also proves the value of the two.

Yake is sincere in promoting this endorsement contract, but the price is ......

In their opinion, Hu Ji and Tang Yan have not graduated yet, even if they sign a cute person, it is equivalent to successfully debuting with their own advertising. They invested a lot of advertising resources, and the two newcomers also benefited.

Taking all the factors into account, they issued a three-year endorsement contract, 600,000 per year, a total of 1.8 million for three years, and 1.8 million for two people.

The gap is too big.

The requirements of the cute people are that Hu Ji Tangyan has an endorsement fee of 3 million per year, and the contract is signed once a year, and the endorsement fee is adjusted according to the level of her popularity and popularity. Three million per person per year, two people combined, that's six million!

The huge gap between 6 million and 1.8 million has become the main contradiction in the negotiations between the two sides, and it is impossible to negotiate at all!

The endorsement contract was about to die, and Liu Xiaoli threw out the bait at the right time: "Our company plans to shoot a costume idol drama this year, and with this drama, the popularity and popularity of Hu Ji and Tang Yan will be greatly improved." If you have any doubts about my words, you can inquire in the circle, the ability of cute people to praise newcomers. ”

Inquiries were necessary, and as a result of the inquiry, the Yake side decided to give in.

Ah Zheng's book, Xiao Yuer's lyrics and songs, cute eyes, and the high ratings of "Pink Girl" all made Yake intend to gamble.

"Are you sure that Hu Ji and Tang Yan are the heroes and heroines?" asked Mai Xiaoyu.

Mai Xiaoyu nodded: "Hu Ji is the number one male and the second female number two." ”

"Can you let Tang Yan play the female number one? Make them a screen CP?"

"No way. The female number one is my sister and the actor of 'Wang Yuyan' in "Dragon Babu". ”

This can be there!

The attention of "Dragon Babu" and the importance of "Wang Yuyan" in the play made Yake no longer insist on letting Tang Yan play the female number one, and immediately asked about the start-up, completion and broadcast time of the TV series.

That's embarrassing.

Since Sissi is the heroine, the film appointment is almost completed at the same time as the crew, and the scene will not be completed until around April, so Mai Xiaoyu's plan is to start shooting in May and finish in July, followed by post-production and publicity, and then taking into account the adjustment of the TV station's film schedule, it is estimated that it will only be broadcast on the stars in winter.

Even if this drama can make Hu Ji and Tang Yan a little popular, they won't be in a hurry this year.

But it is definitely impossible for him to accept the endorsements of Hu Ji and Tang Yan of 300,000 yuan each year!

In the end, after some friendly exchanges and consultations, the two sides took a step back.

The contract is still for three years, Hu Ji and Tang Yan, each with an annual endorsement fee of 2.4 million.

During the endorsement period, the two of them filmed film and television commercials or MTV films for Party A, took flat photos the number of times, participated in press conferences, order fairs, dealer conferences, public promotion relations activities and other specific details organized by Yake, basically in accordance with market conditions.

This year, Meng Ren filmed a TV series, Hu Yan Male No. 1, Tang Yan Female No. 2, and conditions such as being sure to be completed within the year were added to the contract as supplementary terms.

The last supplementary clause is that Mai Xiaoyu provides an advertising creative for Yake chewing gum every year, and the producer is Shengshi Advertisement, and the advertising creativity and production costs are borne by Yake.

At the end of February, major colleges and universities across the country opened one after another.

Some dormitory students have a good relationship, and they will have a dormitory dinner after the start of school, which is the case with Hu Hu and their dormitory.

Nearby, in the hall outside the school, I booked a private room, in addition to the roommates in the same dormitory, there are also classmates with good relations, there are more than a dozen men and women eating, drinking, talking and laughing, enjoying the friendship and time of the university.

Hu Ji, who signed a cute person, soon became the focus of everyone's chat.

"Hu, you're on fire, I respect you. ”

"I also respect you, I watched you on TV during this year's winter vacation. ”

"You tell us the truth, how much do you earn from Yake's advertising?"

"Don't fool us, or this meal will be your ......"

In the face of the boys' commotion, the girls began to protect the Hu Hu spontaneously.

"You guys one by one, don't bully our family. ”

"That is, if you want to drink me and you, you have the ability to get me drunk!"

"Lao Yuan, it's a shame that you have such a good relationship with Hu Ji......"

At the wine table, more than a dozen people were talking and laughing and pushing glasses to change lamps, and at eight o'clock, Hu Ji received a call from Li Xue.

"Sister Xue, is there something wrong?"

"Just eating?"

"At the beginning of the school year, the classmates had a dinner. ”

"It's a happy thing to have a school dinner, that's just right, I'm just going to give you a happy ......"

"Sister Xue, don't joke with me, I'm easy to take seriously. ”

Hu Ji was excited, and shouted out in a loud voice, and there was silence in the private room, and everyone's eyes were focused on him.

Then Yuan Hong, who was sitting next to Hu Yan, heard Li Xue's voice on his mobile phone: "Then it's really good." The company has been negotiating with Yake these days, and it was only this afternoon that all the details were finalized. Next weekend, fly to Yanjing, prepare to attend the signing ceremony, don't forget. ”

"How much does the endorsement cost!" Yuan Hong howled.

Li Xue heard it over the phone, and said with a smile: "Trade secrets." But, Xiaohu, you're going to get rich. ”

At the end of the call, a group of people were in no mood to eat, and they asked questions around Hu Ji one by one, and the most concerned thing was, of course, the endorsement period and endorsement fee!

"I don't know, I really don't know. ”

"Sister Xue didn't tell me, and you didn't hear it. ”

"Okay, okay, at most, tonight's meal is mine, it's okay, right?"

"Okay, I'll have another ...... tomorrow"

It is extremely rare for a sophomore art college student who has only shot a few advertisements and has no fame to speak of it become the spokesperson of a large private enterprise because of an advertisement. I can't help but surprise Hu Ji and envy my classmates.

This is the rhythm that will fly before graduation!

A day later, Tang Yan flew to Yanjing.

Walking out of the airport departure hall with his suitcase, he saw Mai Xiaoyu standing on the side of the road smoking a cigarette...... (To be continued.) )