At 10 o'clock in the morning, the executives in the office of the chairman of Xinghuo gathered.

Su Xiu took a thick copy of the freshly printed "Spring Festival Period: Dabai Community and Game Report" and distributed it to everyone one by one.

Zhang Fan was the first to get one, and the report was launched: the changes and growth of the company and the community during the holiday period were all visible.

Including: the number of new registrants, the total number of forum users, the average daily active volume, the new Dabai members, the number of new players in "Dabai Happy Farm", the total number of players, and the sales of 7-day game value-added props.

In addition, the report also includes the company's recent work progress.

At present, the total number of users in the community is 23 million, the average daily active number is 9 million, the Dabai members are 1.058 million, the member income is 87.177 million yuan, and the new income in 7 days is 49 million......

In terms of sales of game value-added props: 3 million yuan of new sales in 7 days, with a total sales of 12 million.

Statistics: The total income of the Dabai community in January this year was 99.17 million, and 51 million was added during the Spring Festival.

……

"Big White members earn so much?"

After reading the final statistics, Zhang Fan was a little surprised. Many of the surrounding management did not expect it.

Feng Hong said with a smile: "The main thing is to catch up with the Spring Festival recharge peak, both children and adults are willing to spend money during the festival, plus our Dabai members have '20 yuan Happy Farm paid props package', and the consumption of our Dabai members is equivalent to consuming "Happy Farm" ......"

"The highest part of membership income comes from 'annual membership'. More than 200,000 new members were added during the Great White Year holiday, and the total number of annual members is close to 350,000, and the per capita consumption is *200, which is 70 million. It is equivalent to saying that this part of the user, this year's consumption will not grow much. ”

"In the future, the income of members and games will mainly rely on another 700,000 monthly members and other ordinary users."

"Hmm." Zhang Fan nodded.

"No wonder the game revenue is so low." Gao Tingting said: "It should be said that half of the 87 million Dabai member income is to be distributed to "Happy Farm", right? ”

"That's true." Qian Yutang said: "According to the analysis of the number of forums. The sales of our members are so high, mainly because of the light of the game "Happy Farm". Many users just take a fancy to the "game paid props" package in the membership.

"If there is no membership, Happy Farm alone should be able to sell more than 50 million yuan this month. However, as Sister Hong said, the Spring Festival belongs to the peak of consumption, and players are like 'doing New Year's goods'. If you consume once, you won't have much consumption for a month to half a year. ”

"It's pretty good." Zhou Yang said with a smile: "After tomorrow on the 31st, the total income of the Dabai community in January should exceed the 100 million mark!" In the future, the more users there are, the higher the income of the community, so I think it is more suitable for the development of the community as soon as possible to become a public social network. ”

"According to the report, the total number of registered people in our community is also 23 million, which is enough as an independent basis......

"I've also investigated it in the past few days: the Maopu community has been running for so many years, and now it is only 43 million, and there are 20 million people inside and outside the school (everyone), which is 3 million fewer than our community, and the number of active users is not as high as our......s."

"The registered users of the Tianshan community are close to ours, almost 22 million, and the current users of Kaixin.com, which was founded in March last year, are about 10 million......

"Compared to these four social networking sites: our 23 million sign-ups are remarkable, and their profits are far worse than ours, and our total community income this month is equivalent to their total revenue in 2008!"

"Seriously, in addition to the insufficient accumulation of registered people, Dabai is now the leading big brother in the Huaxia social network! The boss is well led! ”

"Where, it's still good for Mr. Zhou's statistics." Zhang Fan cooperated.

"Heh...", the surrounding executives chuckled and were proud.

Dong Xin smiled: "I think Mr. Zhou is very good." It is more suitable for community development to make Dabai Space independent as soon as possible and set up an independent brand 'social network'. Maybe in the future, we will be the 'Facebook' of Huaxia. ”

Zhang Fan took a sip of tea and said with a smile: "You two are husbands and wives." ”

Everyone laughed when the words fell, and Gao Le said: "By the way, boss, should we consider expanding community advertising cooperation?" At the beginning of this year, many powerful companies wanted to sign online advertising orders with us, Pepsi, Coca, Wahaha, and Uni-President...... and so on have contacted me. ”

"Among them, Pepsi proposed a 50 million advertising and promotion contract, I think it is very funny, Wahaha wants to talk to us about the 'use of Dabai image copyright', the initial quotation is 10 million, and now it is mentioned 20 million, and if you are willing to talk, the copyright fee can be increased again......"

"Oh?" Zhang Fan turned the S1 in his hand, and other executives didn't expect these beverage companies to be so positive about Dabai's image......

……

In fact, starting from the Spring Festival: after the outbreak of the 'Dabai Culture' formed by the three parties of Dabai Fireworks, Dabai Merchandise, and Happy Valley Theme Park.

The industry has re-evaluated the brand market of Dabai, and industry insiders feel that the market of Dabai has reached 30 billion yuan.

And the 30 billion space development is less than 1 billion, and the 29 billion cake behind is who is excited.

The most striking thing is that the image itself has excellent 'cultural' shaping, not just as a brand.

Once the 'Dabai culture' is formed, the public will look at the image of the Dabai brand differently. And the brand diversification and expansion will not weaken the brand value.

On the contrary, the more the brand diversifies and expands, the more far-reaching the influence of Dabai culture becomes, and the brand influence is enhanced.

To use an analogy:

The Spring Festival is a Chinese cultural tradition, but during the Spring Festival, the commercial nature of the Spring Festival is greater than the culture.

Any merchant uses the elements of the Spring Festival to sell products by borrowing the 'Spring Festival brand'. In this way, the Spring Festival business culture is formed.

Dabai is now just the opposite, as an "Internet brand" operated by the "Fireworks Project", relying on its cute and dull image that is easily accepted by the public, and promoting the formation of culture.

During the Spring Festival, major merchants carry out promotions, price reductions and other activities to attract mass consumer products, which is equivalent to expanding the Spring Festival culture.

If there is no business to carry out activities during the Spring Festival, the Spring Festival will be deserted and the cultural nature will be weakened. It has even been forgotten over time.

Similarly, if Dabai had not expanded its peripheral products, signed a cooperation with Happy Valley, and had no fireworks plan, it would not have been able to appear, and now this unique 'brand culture'.

During this year's Spring Festival, a large number of Dabai peripheral products were promoted, so that the festive and lovely 'Dabai image' and 'Huaxia Red' came to a perfect fusion.

Pepsi, Wahaha, etc. are also so active in wanting to cooperate because they see the blank image of Dabai in beverages and foods.

"In this way, choosing some good beverage companies to cooperate should be able to consolidate Dabai's current 'cultural brand' ......"

"The continuous expansion of the various aspects of the tong guò allows the big white element to continue to be active...... In this way, the Great White culture was gradually formed and consolidated. When the culture is solidified, the brand is unshakable. ”

"And Xinghuo is the master of the Dabai market, and mastering the image version of Dabai is equivalent to mastering a mountain of gold and silver. In this way, the surrounding small commodities cannot be hit too hard, and they can be regarded as the main force in the current market. ”

"Maybe it's good to create a 'Dabai Cultural Festival', and ...... once a year in the future"

Thinking of this, Zhang Fan couldn't help but sound the 'Tmall Taobao Double Eleven' mentioned in the future broadcast.

In mid-December, Zhang Fan heard on the radio: On November 11, 2013, the turnover of Tmall Alipay reached 40 billion, and experts expect it to exceed 50 billion next year!

From November 09 to November 13, 'Tmall Double 11' gradually formed a unique online shopping carnival culture.

……

In the office, after returning to his senses, the executives around him continued to discuss the plans proposed by drinks such as "Wahaha" and "Pepsi".

Zhou Yang smiled: "What does the boss think?" I think we can cooperate, and cooperating with them is also helping us promote our brand. They also have to pay. It's good, I think it's good. ”

"Hehe......" Everyone chuckled, Feng Hong said: "I think it's okay, before we sell our mobile phones, we can consider launching a 'bottle opening lottery' with Wahaha......"

"Hmm." Zhang Fan made the decision he had just thought about in his mind and said: "For the current development trend of the Dabai brand, I propose to make some modifications to the brand route. Su Xiu, record it. ”

Everyone didn't expect the boss to suddenly modify the brand line, so they put away their voices and listened, Su Xiu picked up the pen and paper and looked at Zhang Fan.

Zhang Fan combed through the route in his mind and said: "For the current development of the Dabai brand, I build a ......"

"1, after Dabai, take the route of 'culture-based, business-supplemented'. The so-called business must first have market demand, and then the product. ”

"Building the Dabai culture well is equivalent to consolidating the market. Just like the Spring Festival, if there is no Spring Festival atmosphere, the Spring Festival market will not exist, and the commercial value will not be pure. ”

"This is the main body of the future route."

"2, since the development of Dabai cultural brand, it cannot be a slogan, there must be a fixed festival. With festivals, a cultural atmosphere can be formed. We can create a cultural consumer market such as 'May Day' and 'Eleventh' Golden Week. ”

Swish! Everyone's eyes were shining, and their eyes were full of excitement, excitement, and activity.

"3. Refine the uniqueness of the Dabai brand and establish a culture is not to do everything, but to choose the right one. For example, the companies Pepsi and Wahaha that Gao Le just mentioned, I hope you will remember one thing in terms of cooperation: domestic enterprises have the right to maintain priority! ”

"To put it simply, let yourself earn first, and if your own people don't fight, then forget it."

"Gao Le, you can talk about it when you go back and tell sù Wahaha, but we have principles."

"Yutang, you also remember: too much commercialization is a carcinogen of a product. The lack of ads in the community is our characteristic. It's like a tree, which is originally good, but it is plastered with all kinds of psoriasis advertisements, and the tree is no longer beautiful. ”

"Uh-huh." The managers nodded.

Zhang Fan finally smiled: "Next, is the diversified development of Dabai image copyright, as long as there is a good company cooperation in the future, everyone just take it and take a look, and then discuss specific cooperation methods together." As long as the 'culture-based' character is always maintained, business will never disappear. ”

"During the Spring Festival, the Dabai brand is developing in the direction of culture in all aspects. We cannot sit idly by. The fireworks plan is equivalent to sowing 'Dabai seeds', and the subsequent activity operation is equivalent to 'watering' the seeds. ”

"Not only do we have to let it grow naturally, but we also have to 'maintain' it regularly. Before I came to the company, I thought of an activity plan, which was to use the 'Lantern on the 15th day of the first lunar month' to add the big white element. ”

"Then combined with the mobile phones we are about to sell, we will engage in the 'fifteenth day of the first lunar month' on the Internet and offline across the country. I won't say much about the diversity of activities: lantern riddles, big white hole lanterns, and happy valley big white fireworks and lantern evening can all be done! ”

"As Sister Hong said, you can also cooperate with other manufacturers."

"With the help of the 15th Festival, we strive to activate the cultural atmosphere of Dabai and fertilize and water the seedlings. After that, as long as the four festivals of Christmas, Spring Festival, 15th and Dabai Festival are operated next year, the Dabai culture will almost be stabilized. In the future, it will be operated as a cultural project. ”

"As for the Super Marines anime, the theme park ...... It should be regarded as cultural fertilizer, grasp each stage of development and regularly fertilize and water the 'Dabai culture', and continue to maintain the popularity of our brand culture! ”

"What do you think?"

After speaking, there was silence in the office.

After a moment, Zhou Yang took the lead in applauding and said: "The boss is really fast in responding to market changes!" Damn, this decision is definitely the killer weapon that ignites the flame of our brand! It is estimated that when it is implemented, those who are envious, jealous and hateful on the Internet will fall through their eyes! ”

"Must be supported!"

"Not bad!" Li Jianguo's excited voice trembled: "If the boss's tablet computer is the best product, the boss's new development route is the best breakthrough in brand building!" As long as we implement it perfectly this year, we will completely surpass Lenovo, ZTE, and Huawei next year and the year after! At least surpass them culturally on the brand! ”

"Uh-huh!" Everyone nodded heavily, and Su Xiu stopped recording and said, "Since we want to create our own Dabai Cultural Festival, why don't we put the tablet on the cultural festival to promote it?" The announcement of the 'Great White Festival' is equivalent to a surprise, and the tablet is the content of the surprise, and there are many more that can be operated on the day of the cultural festival. ”

"Smack!" Zhou Yang clapped his finger at Su Xiu and said, "My sister is getting smarter and smarter." Not bad, boss, I think it can be decided! The holiday is just around the corner after May 4th, so how about May 5th? After Youth Day, it corresponds to our product consumers. ”

"Not good." Dong Xin didn't have a husband and wife to follow this time, so he glanced at it and said, "55...... It's like crying, and besides, cultivating consumer groups should start with dolls. Our big white image children will like it, why don't you set it for June 6th? It's good to hear, easy to remember, and auspicious! ”

Wow, Gao Tingting and other female colleagues applauded, and then fell for a while.

After the joke, everyone's hearts were excited and excited again, and when they looked at Zhang Fan, they always felt that there was endless 'gold' in this leader.

"See what I'm doing?" Zhang Fan got up and smiled: "It's still the same sentence, let's start!" ”

"Let's go!" Everyone applauded in unison!

When he walked out, Zhang Fan said with a smile: "Don't forget, apply for a registered trademark on June 6...... In addition, I applied for November 11 by the way. ”

"November 11th?" Everyone stopped and looked at Zhang Fan, and Su Xiu was puzzled: "Is the boss going to do two big white festivals?" ”

"It's not." Zhang Fan pursed his lips and smiled: "I think this number is also quite auspicious, 'to want', maybe someone will learn from us in the future." If they want to 'want it', they have to come to us......"

"Buy, buy, buy!" The crowd responded!

Zhang Fan snapped his fingers: "That's right!" ”

…… R1152